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fdcaceed5b7aabbfb46086abfbbbf83e | https://www.forbes.com/sites/forbesagencycouncil/2018/12/01/seven-creative-ways-to-stand-out-in-a-crowded-market/ | Seven Creative Ways To Stand Out In A Crowded Market | Seven Creative Ways To Stand Out In A Crowded Market
In an oversaturated market, it can be difficult to stand out when you're launching a product or service similar to what's already out there.
While you might want to mimic the habits of other successful businesses, doing so can have the opposite effect on your brand. We asked a panel of Forbes Agency Council members to share some effective ways to showcase a new product or service and rise above the noise. Their best answers are below.
Members offer their best advice for standing out. Photos courtesy of the individual members.
1. Create A Well-Structured Influencer Marketing Program
We've found that people who feel like they've "discovered" a product take better buying actions. By using an array of influencers to not only introduce the product but introduce the "why" of the product and show what you can do with it, you can really cut through the product. A well-structured influencer program can build awareness while also building real excitement. - Jim Tobin, Carusele
2. Encourage Organic Word-Of-Mouth Referrals
Word-of-mouth is one of the most powerful tools that brands can use for their product or service marketing. Create opportunities to generate word-of-mouth, get people to talk about your product online and generate a buzz. Ask them to make videos -- from unboxing to product reviews. Then use that buzz in your advertising campaigns. Let real users of your product do the selling for you. - Rebecca Kowalewicz, Clearbridge Branding Agency
3. Find A Less Saturated Sub-Niche
When a market is oversaturated, you can identify niche sub-groups within that market to cater to specifically. There are many agencies out there who offer SEO as we do. To differentiate, we decided to brand ourselves as a provider to agencies who want to sell white label services. If you want a parakeet and only one out of five pet stores in your town specializes in birds, that's where you'll go. - Marc Hardgrove, The HOTH
4. Be A Purpose-Driven Brand
In mature or saturated markets, one way to engage the hearts and minds of your prospects is to align your brand around a shared purpose. That purpose could be social like TOMs, it could be the customer experience like Amazon, or simplicity like Apple. Purpose-driven brands stand apart in mature or oversaturated markets. Find your purpose and align your brand. - Lisa Allocca, Red Javelin Communications
5. Be A Little Taboo
Attaching a bold and humorous message can set you apart. Brands like Dollar Shave Club and Purple Mattress exploded into the market thanks to their well-written and hilarious video ad campaigns. They use taboo language. They use repeating characters. All of this really helps you connect with the brand as opposed to just the product. - Bernard May, National Positions
6. Create A 'Marketing Mascot'
Flo, Jake and Mayhem have all become iconic marketing mascots for their respective insurance company brands. Whether it is a general public modern-day celebrity or an iconic person or brand in a specific industry, find a way to leverage their brand to your advantage. If there isn't one for your industry, then create one, like Flo or Jake, and leverage all mediums of communication to the max. - Amy Juers, Edge Legal Marketing
7. Focus On Value-Added Services
Penetrating an oversaturated market is never easy. To differentiate your product or service, focus on customers and on building strong relationships with them. To achieve that, clearly state the value-added services part of the experience. Rewards and frequent buyer programs are just two examples that can help design engaging experiences with the goal to attract buyers and strengthen customer retention. - Daniela Pavan, The Ad Store New York
Forbes Agency 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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c2a0be0e732d9b60fc8381aa37ab78cd | https://www.forbes.com/sites/forbesagencycouncil/2018/12/04/is-your-voice-strategy-leveraging-the-voice-of-your-consumer/?ss=leadership&utm_campaign=UA-118296397-1&utm_medium=email&utm_source=Revue%20newsletter | Is Your Voice Strategy Leveraging The Voice Of Your Consumer? | Is Your Voice Strategy Leveraging The Voice Of Your Consumer?
Humans prefer what’s quick and easy. The principle of least effort supports this idea, postulating that people take the path of least friction to accomplish a task. The theory also suggests that users will repeatedly choose tools that make information-seeking easiest.
Today, that idea is impacting marketing through the rise of voice. Many consumers are choosing voice as their preferred method of finding and interacting with businesses through both voice searches and phone calls. Speaking is quick and easy -- in fact, we can communicate three times faster by speaking rather than typing on a phone. Finding a business by voice and calling that business on your smartphone is often quicker and easier than typing out a search, filling out a website form and waiting to be contacted by that business.
There is no shortage of studies and data confirming the rise of voice and its impact on search marketing:
• Half of all mobile searches will be via voice by 2020, and 28% of consumers call a local business after finding it through a voice search.
• Consumers running mobile searches are 39% more likely to call a business and 51% more likely to make a purchase.
• Mobile searches (via paid ads and organic listings) will drive over 54 billion calls to U.S. businesses this year.
And it goes beyond search. Consumers are starting to use voice to interact with everything. We talk to our refrigerators, thermostats and, soon, our microwaves. Mercedes is adding voice artificial intelligence (AI) to cars, and Salesforce is giving us a voice-enabled work assistant. And there are numerous smart speaker devices we’ve already invited to be our permanent house guests. It’s all leading to a new and potentially game-changing marketing channel: Voice commerce in the U.S. and U.K. is expected to reach $40 billion by 2022.
As voice becomes the preferred way for consumers to find and engage with brands, marketers and agencies are under pressure to build winning voice strategies. To succeed, brands should begin by leveraging analytics from the original voice channel -- phone calls from their consumers -- to inform their voice marketing strategy and increase conversions, consumers and loyalty.
How To Glean Actionable Marketing Insights From Consumer Calls
Brands that understand the voice of their consumers today will be better positioned to succeed in tomorrow’s voice-first world. When a consumer calls a business -- whether the call goes to a contact center or a brick-and-mortar location -- the conversation reveals a wealth of marketing insights on consumer’s expectations, needs, preferences, aversions and sentiment.
Calls provide marketers with access to the questions consumers have, in their own words, for each of your products and services at every stage of the consumer journey. They reveal the answers your business gave to those questions and whether they helped win or lose the consumer.
Marketers can use those insights, which you can either uncover manually by reviewing call recordings and transcriptions or automatically and in aggregate with the help of AI and machine learning, to make an immediate impact on conversions from all marketing channels like TV, voice search, website traffic and other digital advertising campaigns. By optimizing website content for the important questions callers ask, brands can show up for those voice search queries that have real buying intent.
Search and digital ad messaging, powered by the literal voice of the consumers, can drive better engagement. We already know that a personalized experience can convert more website traffic when your product and landing pages provide the make-or-break answers shoppers care about. Additionally, retargeting strategies can be exponentially more personalized when applied against each caller across digital channels based on the content and outcome of their conversations.
Insights from consumer calls can also serve as the building blocks for your voice marketing and commerce strategy, helping architect content priorities for voice assistants that are prepared for the questions consumers ask.
Brands that access the voice of the consumer today by analyzing calls to uncover conversation insights will have a head start on effective, engaging voice communications with consumers tomorrow.
Forbes Agency 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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afd00b00ec3c94df92d1605fec1afae3 | https://www.forbes.com/sites/forbesagencycouncil/2018/12/20/designing-for-accessibility-doesnt-drive-costs-it-drives-opportunity/ | Designing For Accessibility Doesn't Drive Costs; It Drives Opportunity | Designing For Accessibility Doesn't Drive Costs; It Drives Opportunity
In 2014, H&R Block paid $145,000 to settle a suit filed by the U.S. Justice Department that claimed the company’s website, created by HRB Digital LLC (the business’s digital development unit), violated Title III of the Americans with Disabilities Act. In 2008, Target was forced to pay $6 million in damages related to its online checkout process.
More surprising, however, is the fact that both of those businesses could have actually saved time and resources in development and maintenance and delivered a universally better user experience had they designed for accessibility in the first place. So, how can that be?
Forced clarity of design.
Designing for users with visual impairments doesn't pose a challenge, but an opportunity. There are standard information hierarchies that have been established because they offer increased familiarity for most users, which, in turn, translates into a navigational structure that feels more intuitive.
Working within these hierarchies forces a user experience (UX) or user interface (UI) designer to be deliberate about how every navigational choice relates or ladders up to every other choice (e.g., does the visual order align with the reading order? Is there a logical order to keyboard navigation?).
Better organized code that’s easier to maintain.
Designing for accessibility requires that the presentation layer and the data layer fall into distinct groupings within the code -- something called “source order.” Going back to the earlier point of aligning the visual order with the reading order, source order means structuring the code to reflect the visual design of the layout.
Adhering to this code structure provides a myriad of benefits. Accessible websites generally yield improved search results (more on that in a minute), lower maintenance costs and increased audience reach. Simplifying and clarifying the paths to information for impaired users also simplifies those same paths for search engines and anyone needing to make code modifications at a later date.
Bonus: Improved SEO and backward (and forward) compatibility.
Part of designing for accessibility involves adding tags and metadata to your UI elements. This act of attaching an underlying description of what an element is or represents has the added value of enhancing contextual meaning that search engines consume as they crawl your site. In the SEO game, keywords are a dime a dozen, but context is pure gold.
As an added bonus, sites designed for accessibility generally adhere to more widely accepted design and code standards, which results in better performance on a wider variety of current and legacy browsers. And it seems a fair assumption that these sites will perform better as today’s browsers are updated to new versions.
It’s the right thing to do.
The problem with our digital properties is that, unlike when encountering an inaccessible brick and mortar business, the struggles of those with disabilities are rarely witnessed. There may be abandoned sessions in our analytics, but they’re without context.
An adage says that a true test of character is how one acts when no one is looking. We should all be designing to create an experience that’s as inclusive as possible.
And it’s smart business.
Being a conscientious corporate citizen can provide measurable market advantages. As an example, 87% of millennials will choose a brand based solely on causes they support. And according to a 2015 study by LIM College, nearly two-thirds of millennials place high loyalty value on brands that engage in causes, philanthropy or endeavors that reflect their beliefs and values.
Therefore, it’s fair to assume brands that can effectively demonstrate greater social value, both among their existing customers and the general population, will have a greater chance of attracting brand evangelists and maintaining loyalty.
Be a good citizen of the world (wide web).
As designers, we tend to have knee-jerk reactions to constraints, as if they somehow limit creativity when, in fact, we all intellectually understand that constraints are a necessary part of the process.
Designing for accessibility follows a similar cognitive journey. First, we assume the constraints will hamper creativity or slow development when in the long-run, they actually support every UX designer's goal -- to minimize the effort or time it takes to connect a user with the action or information with which they wish to engage. It's better for users. It's better for designers and developers. And it's better for society. That's a real WWW (win-win-win) for everyone.
Forbes Agency 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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0d08af4ff90b4051c9d65d57a2b0f00a | https://www.forbes.com/sites/forbesagencycouncil/2019/01/02/the-fight-to-the-featured-snippet/ | The Fight To The Featured Snippet | The Fight To The Featured Snippet
Pexels Pexels
If you haven’t seen it, Gladiator is a movie about a Roman general-turned-gladiator, an emperor who betrayed him, and some good old hand-to-hand combat.
At one point, the general (Maximus) learns that his master (Proximo) was once a gladiator himself but had fought before the emperor in Rome and won his freedom. In one of the most pivotal scenes in the movie, Maximus turns to Proximo and asks how he earned his chance to stand before the emperor. Proximo answers,: "I wasn’t the best because I killed quickly. I was the best because the crowd loved me. Win the crowd. And you will win your freedom."
Win the crowd. Win your freedom.
From Enraptured Crowds To Featured Snippets
Ask any website owner, and they'll tell you: Trying to claw your way to the top of organic search results is its own peculiar brand of gladiatorial combat -- only the crowd you're looking to please isn't your everyday gaggle of web searchers but Google itself.
Of course, there are umpteen SEO experts out there, and they've all got a list of tactics for winning with Google: keyword optimization, link-building, reactive design, technical SEO, ritual incantation with blood sacrifice … OK, maybe not the last one.
What I don’t often see mentioned, however, is the featured snippet. For years, I’ve been working with clients on holistic SEO strategies that have included (but didn’t focus on) snippets. Recently, one of our clients had been struggling to outrank a big box national chain in their target area. So, we shifted our strategy to target more featured snippets in specific keyword searches. Not only did this client shoot up in local rankings, but his entire site moved up everywhere else. In short, when our client won the snippets, he won with Google.
What Snippets Are And Why You Should Care
Featured snippets are simple: They’re that summary answer box you see at the top of a search results page on Google. There are three main types of snippet: paragraph, list and table.
At a superficial level, the snippet’s power is visibility. Not every snippet comes from the No. 1 search result. In fact, according to a study by Ahrefs, a lot of snippets come from those in positions No. 2-5. According to the same study, it's nearly impossible for your webpage to appear as the featured snippet if it's not in the top 10.
It's important to note that there's no secret sauce to getting your snippet on Google beyond strategic keyword optimization, valuable content writing, clean on-site SEO and authority. As we saw with Maximus, the road to the emperor was not an easy one. And if you don't know what you're doing, it could get a little messy. So, let's point you in the right direction.
Strategic Keyword Optimization And Content Writing
Once you start ranking for specific keywords, you can start going for featured snippets. To start, target the easiest snippets to "win." You can do this by using a keyword tool to determine which search terms you currently rank for but don't have a featured snippet for.
After you've found an easy target, study the currently ranking snippet and make your content better than your competition's. You can do this by expanding upon the query in greater detail or restructuring and better optimizing the content. This can be done by formatting the content with proper headings, subheadings and paragraph tags so Google can read it better. Going into more depth (more words), adding additional images (e.g., one for each step of the article) and synonyms can also make your content stand out from the current snippet.
Sometimes, this is enough to overtake the competition's featured snippet. However, if not, you might need to build more authority for your page.
Building Authority
When we say "authority," we’re not talking about a subjective impression on the part of your site’s visitors. Instead, we’re looking at the objective judgment that Google’s algorithm makes concerning the value of your site’s content. For Google, out of the hundreds of factors it uses to determine the search engine ranking of a snippet, authority is critical in deciding how a website ranks.
To determine how much authority a website has, we typically use a tool from Moz that calculates authority based on linking root domains and the total number of links. But there are a lot of great tools out there.
If you want to build more authority, you'll need to get more authoritative links pointing to your site. This can be done in a number of ways, but the most effective way, in my experience, is by guest-posting on relevant niche sites. Locate high-authority domains in your niche, and reach out via email to pitch them on the idea of a guest post related to your featured snippet. Next, create a high-quality piece of content that includes a reference (link) back to your content that is battling to "win" the featured snippet.
Get In The Arena
It’s time to put on your armor and get into the fight. With featured snippets, Google is giving the proverbial thumbs up to websites that structure their content in such a way as to provide clear, accessible answers for searchers.
Do you want to stand at the top before your target market like Maximus before the emperor? Then, hear my paraphrase of Proximo: Win the snippets, and you’ll win with Google.
Forbes Agency 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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d479c8af27444c4cdbade0cf85a94dea | https://www.forbes.com/sites/forbesagencycouncil/2019/01/03/are-you-the-best-media-candidate/ | Are You The Best Media Candidate? | Are You The Best Media Candidate?
Pexels Pexels
I know I say this a lot, but it's true. Public relations is not rocket science. As with a lot of things in life, people tend to over-complicate it. But when you break PR down into the essentials, it's easy.
Think of it like this: PR is a job search. And when you're looking for a job, there are certain things you need to do in order to ensure a successful search.
Prepare Your 'Resume'
First, you need to prepare so you’ll make a great first impression. Generally, that's with your resume. You sit down and think about all the things that make you who you are. Your accomplishments, strengths, goals and passions should demonstrate that you're a good match for the position you're applying for.
In PR, the media is the person who's looking to hire. In fact, that’s exactly what they're doing: Searching for the perfect guest for an interview or a quote -- someone who will bring value to their readers, viewers and listeners.
Of course, in PR, you don't use a resume; you use an online press kit. However, the overall basics are much the same. You want to hand the media everything they need to evaluate you -- the aspects about you, your company, your brand and your products or services that make you unique and demonstrate how you provide value for the world.
To get you started, here are a few tips on how to create a winning online press kit. As mentioned in my earlier article, your press kit should include these key elements:
• Company and product information
• Bios of your spokespeople (byline, broadcast and full bios)
• High-resolution images, logos, etc.
• Media coverage clippings or examples
• Suggested interview questions
• News and story ideas/angles
• Media contact information
• Print and broadcast one-pagers
Start Reaching Out
After you've created your "resume," the next step is to design a search that will ultimately give you what you want. There are two main approaches to getting in touch with the media:
1. Respond to media requests online (like replying to an internet job posting). There are several free resources for this method, such as PitchRate.com, HARO and SourceBottle. We also use ProfNet, a paid service and subsidiary of PR Newswire. When replying to reporter requests, be sure to reference the request heading (preferably in your subject line), keep your email relevant and to-the-point and include links to your online press kit and public website.
2. The second approach is more personalized and involves researching media outlets and contacts. In PR, this kind of in-depth outreach means figuring out what media venues you want to be a part of and which journalists cover your topics of expertise, then pitching them to find out if/how you can you contribute to their stories. When pitching, provide a problem that the media contact’s readers, viewers and listeners might be facing, and explain the value (e.g., solution) you or your company can offer.
Both of these approaches are effective and can produce results. At my company, we often use each approach for our clients simultaneously. However, if you have limited time or resources, I recommend you pick one path and focus on that before you try both.
Get Ready For The Interview
If you proceed successfully and get to the final part of your job search -- or PR strategy -- then, of course, comes the interview.
At this point, it doesn't matter how great your resume or your online press kit is. At the end of the day, when you're up to bat and you don't knock it out of the ballpark, you won’t land the interview or the job. And in this case, you won’t get the PR results you're looking for.
You’ll find a lot of great resources covering interviews online, but what we’ve learned over a decade from media training our clients is that the most important thing is your intention. If your intention is to provide value to the media’s audience (and if you’re doing PR, it should be), you need to find the right words and the right way to deliver your message so you can make the difference you're committed to making. Think of your value as your purpose: What are you ultimately committed to, and how will your expertise or products help people, the planet, etc.?
If you’re looking to do PR for yourself or your company, remember it's just like searching for a job. First, create your online press kit (your resume). Next, pick the strategy you'll use to find that dream placement. And lastly, when the media comes knocking, deliver an amazing interview that leaves them wanting to come back to you regularly for your expertise.
Forbes Agency 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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6bcd9481a78023353358149c026a5b95 | https://www.forbes.com/sites/forbesagencycouncil/2019/01/04/two-questions-you-need-to-ask-yourself-about-your-personal-brand/ | Two Questions You Need To Ask Yourself About Your Personal Brand | Two Questions You Need To Ask Yourself About Your Personal Brand
Throughout my career as a CEO who heads a PR agency (as well as a matchmaking agency tailored to top executives), I’ve come across the personal brands of many high-caliber professionals. Some of these brands -- driven by a well-honed understanding of PR principles -- were (and are) clearly doing quite well.
The others? Not so much.
This observation had me wondering why it is that some personal brands reach dizzying heights while others crumble and fade away, never achieving any real, long-lasting success.
There are many PR ingredients that go into a successful personal brand. But some of these ingredients are arguably more essential than others. Below, I’ll focus on two of these key PR elements that lie beneath many great personal brands (along with a couple of questions to ask yourself about your own personal brand).
1. An Attitude Of Openness
Openness has always been a mainstay of good PR practice. People, after all, tend to trust those who are open and vulnerable with them. And if openness was important for branding efforts in decades bygone, how much more crucial it is in the digital, social-media-driven world that PR inhabits today?
In fact, the web of the 21st century is largely built on the idea of openness. Peter Merholz, who created the word “blog” in 1999, expressed this well, noting that the modern web is “about relinquishing control, it’s about openness, trust and authenticity. APIs, tags, Ajax, mash-ups and all that are symptoms, outputs, results of this philosophical bent.”
Today, more than ever, openness -- meaning a fair degree of transparency about one’s life, likes, interests and so on -- is paramount to the executive looking to enhance the strength of their personal brand.
This doesn’t mean you have to be a total open book to successfully forge a great personal brand, but it does mean that you’re far more likely to be successful if you adopt an overall attitude of openness instead of standoffishness.
So, ask yourself this: How open and transparent is your personal brand?
2. A Distinct Point Of View
Too many personal brands are cookie-cutter brands. In other words, they aren’t bolstered by strong, distinct points of view. Such personal brands try to appease everyone’s viewpoint but end up becoming very, very forgettable.
Here’s how a lot of executives get this wrong when they’re working on their personal brand: They worry that expressing their actual, unique viewpoints on a given topic will be polarizing -- offending some people -- which will hurt their brand. So, they opt to water-down their viewpoints and post more-or-less neutral content.
At first blush, this might seem to make a lot of sense. Why say stuff that may turn people off your brand when you could just keep things neutral and have everyone like you?
But you can’t build a powerful personal brand that way. People are drawn to personal brands that have an edge, and they are drawn to those who aren’t afraid to say exactly what they think.
Of course, this will actually turn some people off – but it’ll also make just as many people flock to your brand, heaping lots of love on it.
Here’s the thing: There are over three hundred million users of the web in North America alone. And there are some 1 billion active users of Instagram -- a favorite platform of mine for shaping my own personal brand. So, with such huge numbers of users, a portion of these will find a reason to take issue with you, regardless of what you express or post online.
Thus, the strategy of staying neutral is ultimately pointless. If you try to appease everyone, you don’t have a brand.
So, here’s another question to ask yourself: Are you conveying distinct points of view through your personal brand? Or are you holding back?
Conclusion
If you’re looking to reap the most benefits from your personal brand, it’s vital that you’re open and transparent with your audience and not afraid to adopt bold points of view that others might disagree with. Personal brands that embrace this suggestion will generally be much more memorable -- and much more compelling -- than brands that do not.
Forbes Agency 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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7f7104311caca9be36c8cf95bda0ee19 | https://www.forbes.com/sites/forbesagencycouncil/2019/01/08/16-agency-professionals-share-the-biggest-challenges-they-faced-in-2018/ | 16 Agency Professionals Share The Biggest Challenges They Faced In 2018 | 16 Agency Professionals Share The Biggest Challenges They Faced In 2018
The start of a new year is a great time to assess the challenges faced and the milestones reached in the last year. Doing so can help agency professionals set up for further success in the new year — it is important to learn from things that didn’t go so well and to build confidence through celebrating well-earned achievements.
To inspire you on your annual reflective journey, we asked the experts at Forbes Agency Council to share some of their biggest business challenges of 2018. Here are their anecdotes of tackling challenges, overcoming obstacles and learning from experiences.
Members of Forbes Agency Council reflect on their challenges and achievements in 2018. Photos courtesy of the individual members.
1. Pulling Back To Core Principles
It’s not uncommon that new brands want to try every hot new trend out there. They get overexcited and sometimes overextend, which can lead to less focus and diminished results. We're learning to pull back to our core principles so we can continue to deliver better results, focusing on what we do best and where we bring the most value. It is better to do five things at 100% than 10 things at 50%. - Bernard May, National Positions
2. Following Our ‘True North’
Staying true to your “true north” is imperative — specialization and the continued move to a consultancy approach continue to win. It is often easy to get distracted by opportunities to broaden your focus, but you must weigh the pros and cons carefully before launching in. I have quiet meetings with myself to reflect, weigh options and carefully plan for the year ahead. - Donna Lavoie, LaVoieHealthScience
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
3. Defining Purpose-Driven Goals
One of the areas of concern is ensuring that team members are happy and also productive. It’s a delicate balance and one that can take many shapes. Over the last year, the economy and uncertainty were shared across all media, and so we counteracted that with additional time on purpose-driven exercises to define goals in a positive way. - Eric Vardon, Arcane
4. Scaling Diversification
Our core business is usually within the beauty and fashion space, but this year we were able to acquire contracts in food, real estate, tech and more. While this is positive, the diversification had growing pains and we realized it needs to be scaled. A certain amount of business per sector is needed to operate efficiently. Lesson learned: It’s okay to turn down business and stay true to your core. - Priya Chopra, 1Milk2Sugars
5. Adopting Content Planning Software
Software can make life much easier when it comes to keeping a content calendar. While there is no way that you can get content to write itself, having a plan as well as a structure for assignments is a great way to know that you are going to be on top of the assignments and that your writers will be as well. Software has helped me to really save time in this regard. - Jon James, Ignited Results
6. Proving Skeptics Wrong
Proving the efficacy of our email contact data is an ongoing challenge for my firm. When we launched a large-scale email data cleansing service, we knew we’d face skepticism regarding our 95% data validity claims, since many in our industry overstate their data quality. We overcame this by offering free proof of concept testing. The lesson learned was to let prospects experience our value. - Paula Chiocchi, Outward Media, Inc.
7. Bringing Vital Skills In House
Advanced digital advertising, like Google Ads scripting, API integrations and automatic reporting, utilizes major coding elements. Lacking an internal development team meant we weren’t able to fulfill these components in a timely manner. Building this team in-house opened up a world of new possibilities to utilize these skills independently and improve the performance of our ad teams. - Alyshia Kisor-Madlem, STATWAX
8. Taking Smart Professional Risks
As an employee in a recently acquired company, I struggled with understanding how to leverage my existing role into one that clearly has an upward trajectory in the new company. A dynamic corporate structure provides a plethora of opportunity, but often not until someone steps up to the plate and takes the risk of owning some part of that movement forward — and then delivers on it. - Elizabeth Jean Poston, Helios Interactive, A Freeman Company
9. Welcoming Everyone’s Leadership
Turnover in our executive team, managing our company through rapid growth and pushing the limits of our bandwidth are all challenges we experienced in 2018. These all called for facilitating a culture that invites leadership. To harness everyone’s ability to lead, we invested in aligning the team behind a purpose, creating a positive working environment and adopting Adaptive Leadership techniques. - Ahmad Kareh, Twistlab Marketing
10. Pivoting Strategies
A large hurdle in 2018 was a successful pivot of both company and product strategies. A key realization and component to drive success in 2019 is to focus on execution by adopting a streamlined, cross-departmental project management office. This approach encompasses everyday processes, functions and actions to align teams and key performance indicators (KPIs) and drive outcomes, all while building inclusion within our teams. - Preethy Vaidyanathan, Tapad
11. Simplifying Client Communication
As a small agency, we allowed clients to communicate with us via whatever methods they wanted. As we grew and expanded, clients were suddenly hit with way too many updates from several people across different departments. We ended up simplifying it by allowing only two methods: intercom and conference calls. This allowed us to funnel all updates into a simple but more meaningful weekly report. - Giovanni Sanguily, TRIdigital Marketing
12. Finding Ways To Make Everyone’s Job Easier
Given we’re a global company, one challenge we face is ensuring our staff know their accountabilities. To avoid email fatigue, we starting using a project management tool another department in our company was already using with great results. We can’t pop into each other’s offices, so the software ensures our team are on the same page. Always look for ways to make everyone’s job easier. - Drew Gerber, Wasabi Publicity, Inc.
13. Investing In Employees
This year found us losing out on hiring candidates because our benefits package wasn’t up to par. Having full-fledged benefits, although common for big companies, isn’t always at the top of the priority list for scrappy startups. We took a look at what we were offering and drastically improved it, and it made all the difference. - Marc Hardgrove, The HOTH
14. Adapting To New Markets
As we’ve quickly expanded into different regions of the world, opening new offices, we have faced obstacles and challenges. I like to call them growing pains. When entering new markets, from time to time we’d find out that our products or approach weren’t quite right at first pass. So, the biggest lesson we’ve learned is to adapt course, shift product features and respond to market needs. - Troy Smith, Search Optics
15. Managing Expectations
We needed to get selfish. We are in the service industry and bend over backward for clients, which can cause internal challenges for project timing and creation of extra work. We doubled down on existing processes and added more guidelines and checklists to set clear expectations for the design/development process. This helps the team know the scope of work and manages client expectations, too. - Peter Boyd, PaperStreet Web Design
16. Learning To Let Go
This year, I shut down my expensive downtown office that I wasn’t using. When I evaluated my expenses and revenue, I simply couldn’t justify the cost or the commute. When I evaluated it honestly, I came to the conclusion that my office was an expense that fed my ego, not my consultancy. I had to let it go. The result has been more time on-site with clients and better relationships with them. - Douglas Karr, DK New Media
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ca19c4cf775fb5a60bdf8aa0c304b874 | https://www.forbes.com/sites/forbesagencycouncil/2019/01/11/understanding-the-three-facets-of-the-voice-of-the-customer-voc/ | Understanding The Three Facets Of The Voice Of The Customer (VOC) | Understanding The Three Facets Of The Voice Of The Customer (VOC)
A key aspect of optimizing your customer experience is creating a consumer-centric mindset both in your organization and throughout the buying process. Doing this well requires listening to the way consumers are talking about your brand and its products or services, as well as their needs and requirements, commonly referred to as the voice of the customer, or VOC.
In order to better understand how to use VOC and the types of feedback that your customers are providing, let’s divide it into three unique aspects, each with their own distinct attributes and value to an organization. In the work I do with clients at Yes&, all three of these facets are used to form a cohesive picture of what a customer needs, what their experience has been and how they are feeling about a brand.
Explicit Feedback
This is information and feedback that an organization gathers directly from a customer and is explicitly related to their experience. Common examples of this would be surveys or other research, as well as complaints or other feedback logged through customer service channels. Net Promoter Score might be the most common implementation of an explicit feedback mechanism.
This type of feedback is valuable because you are able to directly collect this and, because of that, it’s the type that you have the most control over. Because you have the most control over it, it’s also the easiest to tie back to a specific customer as well.
Using explicit feedback, such as a Net Promoter Score, can help you assess how your customer experience efforts are performing over time. This can help you shape policies, programs and even how you train your employees. Other methods can yield more immediate results. For instance, surveys within your website can gather direct feedback on the shopping experience so that you can see how new changes are affecting people's attitudes about choosing your brand.
Indirect Feedback
This type of feedback is information that customers provide and/or are gathered by third-party channels, which includes a wide variety of platforms and channels. These could range from review sites like Yelp to social media comments and sentiment, or even conversational anecdotes shared during customer service calls or chats.
My agency looks at a lot of indirect feedback from channels such as social media to determine how current or potential customers are reacting to our clients' products and services. Using monitoring tools, we're able to track consumer sentiment about products or trends in the market.
This type of feedback is valuable because consumers often speak differently and are more open and honest when they are in what they perceive to be a neutral place. For instance, they may not share the full extent of their frustration directly with a customer service representative if they are concerned it might negatively impact their relationship or account. They may, however, share this with their friends and family on social media or on an online forum where they feel there is more free discussion and there are others who feel the same way. While this can often be negative feedback, there are typically plenty of positive discussions as well.
It's important to know when to sit back and listen, and when to engage when consumers are discussing your brand. Sometimes, it's better to observe and find ways to incorporate indirect feedback into your actions rather than try to explain your decisions. You shouldn't appear defensive when explaining your positions. If you participate in conversations, it should be to add value or additional information, not just try to make your brand look good.
Implicit Feedback
This type of VOC feedback is not explicit and must be inferred based on things that you can measure. This is usually data that is related to a customer journey or history that relates to performance or how well a process or system works over time. Unlike explicit feedback, where the metrics are direct and specific, implicit feedback would include things like how long it takes a customer to complete a process or the number of steps it takes them to successfully complete an e-commerce checkout. Implicit feedback generally involves measuring a process that involves several steps and potentially crosses several channels.
This type of feedback is valuable because it often looks more holistically at the customer experience, or at least an entire step in a larger process, as opposed to explicit feedback, which is often looking at a single data point without a lot of background or reference.
Implicit feedback offers a great opportunity to look at the big picture and optimize. For instance, if you see that the dropoff during your e-commerce checkout process is increasing over time, you have an issue that can be addressed. Take small steps to optimize this. For instance, you could shorten unnecessary fields in a form, decrease the number of steps and then see what the effect is on those actions.
Using each facet's unique benefits, you can get better insights and understandings and find ways to improve processes, messaging and measurement.
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edb7333adb7fe8665cc25ab7196ba5f9 | https://www.forbes.com/sites/forbesagencycouncil/2019/01/14/three-ways-to-market-your-aesthetic-practice-in-2019/?sh=15bbae2a1066 | Three Ways To Market Your Aesthetic Practice In 2019 | Three Ways To Market Your Aesthetic Practice In 2019
If you’re in the business of making people beautiful, you’ve probably already caught on to the fact that you’re not alone in your mission. Since the year 2000, minimally invasive cosmetic procedures have increased by 200%, an incredibly impressive statistic. And they’re not slowing down.
Whether you’re a dermatologist who has added cosmetic procedures to your medical practice, a plastic surgeon adding non-invasive beauty treatments to round out services and target a larger market or a medical spa looking to attract beauty seekers on a budget, you’ve got your work cut out for you.
Oversaturation within the cosmetic industry, as well as several bargain-basement beauty deals popping up on popular discount sites, have made it a challenge for beauty professionals to get ahead in marketing their cosmetic practices. Yes, social media is still a critical tool for staying ahead of the marketing curve, as is curating amazing imagery and video to market your business. But it’s not enough.
As the owner of a Miami marketing agency that specializes in marketing dermatologists and aesthetic companies, we’ve seen endless practices try their hardest to compete. So, we spent the last three years trying to perfect strategies for marketing these clients. More than that, we’ve found three techniques to help you effectively market your aesthetic practice in 2019:
Less is more.
Sure, you’ve spent hundreds of thousands of dollars on the best medical equipment for your aesthetic practice. You’ve got tons of amazing, effective skincare treatments on your website, and you’re constantly sharing your talent in administering each of these treatments. Newsflash: All of this at once can be confusing.
We’re not saying you can’t promote all of your services, but we’re saying you shouldn’t. Less is more. Take a step back from your practice and think about the treatments you offer most or the ones you feel you really can offer better than anyone else. Are you a board-certified dermatologist offering the only FDA-approved microneedling treatment in your area? That's what you market. Are you finding that more and more patients are visiting your practice for hair restoration through PRP treatments? Keep pushing that.
Marketing one thing -- the thing you’re best known for and what brings you the most business -- will be much more effective than trying to sell it all at once.
Go against the grain.
Laser hair removal has been and continues to be one of the most popular aesthetic treatments in the country. This is exactly why you should stop promoting it. Everyone from Groupon to your local dentist’s office is offering laser hair removal at severely discounted prices. And you’ll get nowhere trying to compete with this. Go against the grain and find the thing no one else in your area is pushing, and push that.
You can’t expect to set yourself apart when you’re promoting the same old treatment as everyone else. Unless your laser hair removal treatments come with a basket full of gold and a genie in a bottle, you’ve got nothing superior to offer in that department. But you definitely do with something else. Maybe your patient demographic is in their mid-to-late 50s and complaining about collagen loss and sagging jowls. Boom. Sell that. Maybe your patient demographic is the new mom crowd with a desperate desire to rejuvenate tired skin and look as youthful as they did pre-baby. Head in that direction, even if it goes against what everyone else is doing.
Develop trust.
A new patient will most likely visit you for the first time based on your reputation, a Google review or a friend’s recommendation. But the trust you develop with that new patient is where patient retention is born.
As reported in an article in The Pharmaceutical Journal, “The concept of trust is important in healthcare because health and healthcare in general involve an element of uncertainty and risk for the vulnerable patient who is reliant on the competence and intentions of the healthcare professional.” In layman’s terms? If I’m putting my face in your hands, I better trust you.
So, how do you develop the right level of trust with a patient you hardly know yet? One thing we've found to be really effective is blogging. Blogging gives you the ability to speak directly to your patients and ideal target market by sharing all that you know about cosmetic procedures and then some. Blogging can improve patient relationships in three ways:
1. Building Authority
Blogging can position you as an authority on a topic, and we are more inclined to trust the authorities. When it comes to their skin and how they look, patients have every right to demand the best. When you deem yourself an authority on a subject simply by writing about what you know, you’re one step closer to proving your worthiness and making yourself the authority on all things cosmetic-related.
2. Maintaining Relevance
Blogging is still the best way to promote your brand or business when it comes to SEO rankings. According to a study on blogging by Orbit Media, more bloggers are focusing on SEO to promote their blog (up 34% since 2014).
Putting out relevant blog content on a regular basis and optimizing for SEO can help you rank higher in Google searches. And if you come up on page one, chances are your content will likely be seen more than, say, the doctor on page four.
3. Relationship-Building
Blogging is a conversation. And most of us are more likely to want to return to the doctor that speaks to us and gives us their time versus the one that seems rushed and disinterested in our needs. By opening up this dialogue, you’re letting your patients know that you’ve taken the time to educate and share with them -- the ultimate trust-building technique.
The bottom line? It takes consistent, hard work and creativity to stay at the top of your aesthetic industry game. If you focus in on what makes your aesthetic practice the very best and commit to sharing that message, the sky is the limit for the success of your business.
Forbes Agency 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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c21bb6b38f7e1f93ce2652496c4f05e5 | https://www.forbes.com/sites/forbesagencycouncil/2019/01/15/11-trends-that-will-shape-marketing-in-2019/ | 11 Trends That Will Shape Marketing In 2019 | 11 Trends That Will Shape Marketing In 2019
Building brand awareness and successfully interacting with consumers is a crucial part of doing business today. Customers enjoy and expect a personalized experience, and delivering just that will set you apart from your competition.
Voice search and live videos were just two of the methods marketers explored to improve consumer interactions and brand awareness in 2018. As innovations in technology and ideas come forward, 2019 is also sure to see its share of trends having an impact on marketing. Below, 11 Forbes Agency Council members shared their predictions for the year ahead.
Members of Forbes Agency Council offer insights on what marketing trends to expect in 2019. Photos courtesy of the individual members.
1. A Bigger Role For AI In Personalization And Automation
We are all watching the rise of artificial intelligence (AI) in marketing and how it affects our clients’ relationships with consumers. As a company that focuses on bringing out emotional connections through physical environments, we’ll see AI play an even bigger role for brands as they look to personalize and automate more digital and traditional communications. - Jessica Reznick, We’re Magnetic
2. Smart Speaker Advertising Opportunities
Smart speakers and voice assistant devices are more affordable than ever before, making them a huge potential marketing tool in the upcoming year. As the relationship between big tech and the consumer grows deeper, marketers can more effectively reach their target audiences with personalized messaging and content. Expect to see more ad opportunities surrounding smart speakers in 2019. - Timothy Nichols, ExactDrive, Inc.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
3. Growth In Content Marketing
Content marketing will always have a strong impact because of the exposure and backlinks you can receive for your brand. Writing interesting content and marketing it to influencers is a win-win. You are helping people with solution-oriented content, and the influencers help your exposure and outreach so it’s widely seen by the right audience and shared with their peers. - Peter Boyd, PaperStreet Web Design
4. A Turn To The Human Side Of Marketing
We are fortunate to live in an age of advancing technology, but we run a risk of oversaturating our market with off-the-shelf tools that gather faceless data and create ineffective content. Marketing has a remarkable power to inspire audiences. Instead of an influx of new tech to adopt, I predict we’ll embrace a deeper understanding of human behavior that will foster more meaningful relationships. - Hamid Ghanadan, LINUS
5. Integrated Online, Social And Mobile Marketing
2019 will be all about the integration of online, social and mobile marketing. Many businesses have dabbled in one or all of these marketing strategies, but true success in the year ahead will be marked by a fully integrated marketing program that incorporates all three. This will eliminate redundancies, increase efficiency and fully leverage content across these three major players. - Laura Cole, Vivial
6. The Growth Of Micro-Influencers
As influencer-tracking technologies continue to improve, brands are becoming better equipped at fielding and managing large networks of high-engagement, low-following micro influencers for their campaigns. This largely untapped market will soon allow for more brands to avoid the significant costs of mid- to high-level influencers and invest in more down-to-earth and relatable influencer marketing. - Jordan Edelson, Appetizer Mobile LLC
7. Audiences Made Part Of Brand Stories
The ability to engage with audiences (that is, making audiences part of the brand story) will have a huge impact. The less friction there is to engagement, the more connected people feel. Brands that are more willing to interact with customers publicly will have a strong impact—and brands that can show how this engagement influences their products and services will make an even bigger impact. - Bernard May, National Positions
8. Thought Leadership
Audiences seek expertise, critical insight and ways to be better at all points of interest. Experiential and interactive engagement with a brand is the future of consumer-brand connectivity. From live video, to recorded advice, to content with real-time responses, to contests and beyond, it’s about offering information and encouraging feedback from stakeholders in a way that establishes trust. - Scott Kellner, GPJ Experience Marketing
9. Transparency As Key To Winning Customers
Technology is giving us so many new tools and platforms that sometimes we forget that communication always happens between human beings. Brands are groups of people who try to communicate with other persons: their customers. In 2019, I expect transparency to be the key to winning the hearts of consumers, who will reward those brands that share their values in an authentic and transparent way. - Daniela Pavan, The Ad Store New York
10. Quality Trumping Quantity In Marketing
Content marketing has been preached to death by most marketers. Content marketing is important, but oftentimes companies are capitalizing on this strategy with over-optimized and bland content that is largely regurgitated from other companies doing the same thing. In 2019, I believe we will get more discerning and choose low-volume, high-quality content instead of high-volume, low-quality. - Brandon Stapper, Nonstop Signs
11. Customers Empowered As Brand Ambassadors
By utilizing tools like YotPo and BazaarVoice, we can now chalk up a percentage of a marketing campaign to leveraging our customers as brand ambassadors by asking them to share info on a product to their own networks. This helps bypass “influencer marketing” to an extent and lets us empower our customers to do the talking. - Loren Baker, Foundation Digital
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71661c602786e2fd39d0f6dc4c241fc8 | https://www.forbes.com/sites/forbesagencycouncil/2019/01/24/getting-a-local-business-ready-for-voice-search/ | Getting A Local Business Ready For Voice Search | Getting A Local Business Ready For Voice Search
It’s a new year, and just like at the beginning of every new year, marketers and business owners alike are searching high and low for all of the latest digital trends to leverage. While there have certainly been some fascinating predictions about what the future holds, there is one common theme being discussed on all sides: voice search. It’s made an impact since its earliest beginnings and has only continued to rise as the years have gone on. Voice search seems to be everywhere you look today, and for good reason.
Voice search is powered by search engines and directories in a similar way as typed searches. One of the key differentiators is that for a business's website, listing or information to surface in a voice search query, the business's website content, listings and reviews have to be stellar. Much the same as how trust impacts placement in a desktop or mobile search, the items mentioned above impact voice search query results.
The Rise Of Voice Search
By 2020, only one year from now, ComScore predicts that 50% of all online searches will be conducted via voice search technology. Why is that? Well, the answer is an obvious and relatable one: convenience.
No matter our age, practically all of us opt for a way of doing something more easily, which is why voice search and voice assistants were immediately embraced. Voice technology allows for multi-tasking and more freedom than ever before. Consumers can drive, text, get directions and search the web without ever picking up their smartphone, which is substantially safer and more convenient.
Appealing To The Super-Empowered Consumer
Google dubbed the new age consumer as “super-empowered.” This is the consumer that all businesses, no matter their size, need to appeal to today in order to successfully compete.
This kind of consumer exists in you and me -- we are not immune. The super-empowered consumer wants the answers to their questions now, as fast and as close as possible to home, work or wherever they are. Whether they are dealing with an emergency or have a major caffeine headache and need to find the nearest cup of coffee, they are empowered and on a mission. This is where the “near me” qualifier comes in.
The 2018 Internet Trends Report concluded that since 2015, the addition of the qualifier “near me” is up a massive 900%. The super-empowered consumer is helping the digital world groom itself for what is to come.
Everyone Is Using Voice Search
The age-old concept that older generations aren’t interested in the latest technological trends certainly doesn’t apply to voice search, especially when it comes to voice-enabled technology.
As of this moment, young adults are the age group that utilizes voice search capability the most, and people around their parents’ age are following suit. Stone Temple Consulting reports that the age group using voice search the most, on average, is 25-34-year-olds, followed closely by the 35-44-year-old group. I project this age range will rise once older generations witness it in action more frequently. When you think about it, voice search allows for hands-free, low eye-strain searching that is bound to appeal to many more consumers as they age.
So, how do businesses and franchises make sure they are found by voice queries? By implementing thorough, detailed local SEO practices that cater to voice assistants and this technology. Let’s explore how.
Content Is, Once Again, King
Voice search is, at its core, about asking a question and getting the answer in the shortest amount of time possible. This means there is a lot to keep in mind when writing all forms of content.
• Page to page, a website’s content needs to have very basic language throughout and does not need to be overly focused on keywords.
• Long-tail keyword phrases are always the way to go to help a voice assistant find a fast and more relevant answer to what the searcher is looking for.
• Featured snippet content seems to get preferential treatment in voice search queries. Optimizing content for this coveted placement is something to strive for.
Business Data Needs To Be Accurate And In the Right Places
Especially for local businesses, the most basic, crucial part of being found on the web is making sure that every ounce of information on your listings is correct. Just in the last year alone, according to BrightLocal, queriers used voice search 58% of the time to find a local business. If that’s not eye-opening, what is?
Consistency and accuracy across the web are key to being found on desktop, mobile and now voice search. If anything is wrong, a business is automatically deemed as untrustworthy in the consumer’s eyes precisely 68% of the time, according to another BrightLocal study.
To surface in voice search results, business listings need to be more than just accurate; they need to be on the right sites and optimized to include keywords, images and questions and answers if the listing allows for it.
• Google, Apple, Yelp and Bing are a must to surface for voice search queries made by the Google Assistant, Siri or Cortana.
• Here and Foursquare can’t be ignored if a business wants to be found by Samsung’s Bixby interface.
• Submitting to the data aggregator Localeze is the key to making Alexa, Amazon’s voice assistant, happy.
Be Voice Ready Now, Not Later
If we learned anything last year, it’s an emphasis on and continual reminder of the fact that being ready for voice search is not an option -- it’s the key to sustaining. Reimagining and refocusing a business’s digital presence to be voice-search-ready could mean the difference between staying competitive and not.
Be sure to keep all of these things in mind as you watch ad after ad promoting Alexa, Cortana, Echo and the other voice-enabled technologies coming our way.
Forbes Agency 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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5ee1621b20949e9abbb55867886b0bfc | https://www.forbes.com/sites/forbesagencycouncil/2019/01/29/how-to-build-real-world-connections-with-your-online-network/?sh=4914abaa100a | How To Build Real-World Connections With Your Online Network | How To Build Real-World Connections With Your Online Network
The fastest way to get something you desire is to create what you desire for another first. This is actually an ancient principle based on Universal Law. It's called the law of reciprocity.
The very act of giving what you desire places you in a position to receive. For example, the moment you switch from wanting to grow your own social media network to providing an opportunity for others to expand theirs, you can go from being a networker to an influencer, which is what we'll be discussing in this article.
One thing our agency does is help clients communicate with their networks. Two of the main questions we ask the client when we are working to formulate a message is: Who are you trying to reach? And what are you trying to share? Asking these questions is fundamental to the process of understanding how you are going to communicate.
Can You Do The Same Thing With Social Media?
One way to gain real influence on social media is by using one of the oldest strategies in the book for establishing a genuine human connection: breaking bread.
For instance, holding private dinners is a powerful platform to expand the network of your followers, and you can reap the collateral benefits of gaining more influence and building a steady stream of leads and referrals.
Use social media to establish targeted connections. After the connection is made, you can invite people over for dinner once a month in your home or reserve a section of a local restaurant. Keith Ferrazzi, who has built one of the world's largest networks, talks about this in his book Never Eat Alone: And Other Secrets To Success, One Relationship at a Time.
We help our clients expand their social media networks in offline, real-world environments by providing platforms such as local "beehive" events. During a beehive, we network our clients with targeted prospects whom we have previously invited to the beehive for the sole purpose of getting them connected to our clients.
When you create opportunities that provide value, you can expand the network of your followers and position yourself as an authority.
Establishing The Connection
It's easy to use social media to establish targeted business connections. We personally use LinkedIn to send out invites to our events. The invitations go to our clients' direct targeted connections (prospects).
After the connection is made, begin sending useful information to your network through a series of follow-up messages. These messages can help to nurture the relationship.
Next, seek to change the environment and go from having a virtual connection to a real-world connection by inviting your social media follower to engage with you at an event you are hosting.
Who To Invite
You can invite your targeted prospects, potential sources of referral, or people slightly above your center of influence who can take you to the next level. Also, before you start establishing online connections, think of the event you will eventually hold and connect with people who are most suitable for your event.
Cultivating Your Network Offline
Here are some ideas for moving your online connection into the real world:
Beehive Event
Beehive events are a great way to ensure that you are able to link up with others you want to connect with. People need to know the value of what they are getting from the meeting. At our beehive events, all attendees complete a series of exercises that match our clients to their target audience, thereby generating solid leads. For example, one exercise is to have everyone write down their main goals and fears.
Beehive events allow you to network with others for a common cause, whether that's something as simple as networking or a community concern that everyone is trying to address. At the end of the day, the purpose is to connect communally and know that you are going to share a common interest and goal.
Coffee Meeting
This is perfect for inviting your target prospects. Meet them for coffee to simply get to know them, and allow the business to naturally come in subsequent meetings.
Lunch Appointment
This is a great strategy for the high-end client. Once you build a rapport with them on social media because you've shared something of value to them, invite them to lunch. This can be the perfect venue to open up a real conversation for you to provide solutions and (hopefully) convert them into a new client.
Seminar
Here you will definitely want to fill the room with targeted prospects. LinkedIn allows you to target people by job title, industry and a host of other parameters so you can target the best prospects.
Private Dinner Party
You may experience greater success by inviting people who could form strategic alliances with you. Here you invite people who are in non-competing businesses that share the same customer base. This also paves the way to form mastermind groups.
Mastermind Group
Fill a room with professionals who are at the top of their classes in a variety of categories, and try to solve a problem. Each person comes to the table with a different set of skills and life experiences. This is how many great minds throughout history have sorted out complex issues.
If you connect with your social media followers using these types of strategies, you can expand your network more quickly and build genuine influence within your local community.
The sky's the limit. The point is to consistently and routinely cultivate your online network in an offline environment. Utilize these tips to reach more prospective members of your network and grow it, one event at a time.
Forbes Agency 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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5694817a84d7a7a1ce76bfbff4fede59 | https://www.forbes.com/sites/forbesagencycouncil/2019/01/29/how-to-set-marketing-goals-that-help-your-business-grow-in-2019/ | How To Set Marketing Goals That Help Your Business Grow In 2019 | How To Set Marketing Goals That Help Your Business Grow In 2019
To paraphrase the famous Peter Drucker maxim, “If you can't measure it, you can't improve it.” To achieve success in 2019, your agency must have objectives with real-world application, especially if you hope to pair them with an action-oriented strategy. You can only achieve this by setting clear marketing goals that can be measured.
Here are five strategies we've found to be effective in truly moving the needle for our agency and clients:
1. Review Your Year
This suggestion should be more than a cursory check of what you actually accomplished compared to what you wanted to accomplish. I'm talking about digging into the nuts and bolts of what actually happened: Why didn't the media bite on that story idea? What additional target audience behaviors could you have leveraged for that one client? How could you attract new customers?
2. Set 'SMART' Goals
Agencies have been lulled to sleep by vanity marketing metrics for far too long. Our industry has relied upon impressions, shares, clicks and other contextless data points to communicate the value and impact of our work. And it needs to change.
As we prepare for the year ahead, I’ve challenged my agency to set “SMART” -- specific, measurable, actionable, realistic and timely -- goals for their careers and our business and clients. Rather than strictly setting goals that measure your effort, these should be defined marketing goals that directly tie to your clients’ or own business growth and that deliver change to clients.
This approach has born great fruit for one of our clients, Orangetheory Fitness. At the beginning of 2018, they came to us with a desire to increase overall membership. We responded by setting specific marketing goals about the type, quality and frequency of media interactions the company pursued. These weren’t ego-driven goals, but ones that could actually drive business -- specifically, lead flow.
3. Rethink Your Processes
You need to understand the work you’re doing for clients at a practical, street-level view. It’s impossible to set and then meet marketing goals if you don’t have good systems in place.
You should also talk to your employees and clients about what they think works well, where pain points or bottlenecks might be, and where procedures could be clarified. This is invaluable information about how work gets done around your agency because effective working conditions lead to a happy team and customer base.
While you should always look for opportunities to improve your processes, the new year is a great time to roll out something new, as it gives you a clear marker for testing its success (or lack thereof).
4. Revisit Your Customers And Their Audiences
What good are marketing goals if those efforts are directed toward the wrong people? In order to drive growth for your clients, you should help them reevaluate who their target market is and where those people actually gain information about businesses like theirs.
Admittedly, this can feel like a moving target, especially in our saturated media landscape. A demographic that might have relied upon Facebook might now be on Instagram exclusively, while another that used to love television now enjoys content on podcasts.
The impetus is upon you and your clients to first find out where their customers live and then go to them. Because once you have a clear grasp of both audience identity and behavior, you can then refresh the tactics you use to pursue your marketing goals.
5. Reset Your Expectations
Good marketing goals should never be a rehashed version of past goals. It should go without saying, but just because something worked in 2018 doesn’t mean it will work exactly the same way, with the same results, in 2019.
Luckily, you should approach this exercise as a way to stretch your creativity and increase your education. Our industry is constantly evolving, and it’s our job to stay on top of those changes to the benefit of the client.
Here are a few things we’re reshaping in 2019 that you might want to also consider:
• Develop a laser focus on each client’s social media efforts into one or two platforms with outstanding content. This is much better than focusing on several platforms that may not be delivering value and where you may not be able to deliver quality content consistently.
• Host peer-to-peer events in an industry where you can bring expertise (and gain exposure).
• Retool your blogging strategy to address new trends in SEO best practices. We're planning to focus specifically on audio search via voice-enabled smart devices.
• Integrate public relations efforts with a fresh digital strategy. For example, we plan to drive potential customers to specific landing pages that will allow us to control the funnel and better measure results.
In conclusion, what matters is that you set clear marketing goals that can be measured. Use this new year as a fantastic and organic opportunity to get your agency and clients ready for victory in 2019.
Forbes Agency 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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218ea1495cefe3579c483f356bd7e577 | https://www.forbes.com/sites/forbesagencycouncil/2019/02/05/three-ways-to-crush-e-commerce-busting-common-misconceptions/ | Three Ways To Crush E-Commerce: Busting Common Misconceptions | Three Ways To Crush E-Commerce: Busting Common Misconceptions
Everyone has something to say when it comes to what makes an e-commerce business successful. Most of these ideas are inspired by successes, but more often than not, they won’t apply to everyone. In fact, in some cases, creating your strategy based on what made another company successful could be your biggest mistake.
The following three misconceptions come up time and time again from clients when working on their digital strategy, so I’d like to break them down once and for all.
1. You have a great product that anyone can use, so you should target everyone.
Even if you simply get 1% of the market, you've made it, right? Wrong! One of the most common mistakes businesses make when starting out is not considering their target audience -- that is, the people who are most likely to buy their product.
Knowing your audience and really understanding what drives their buying decisions is one of the biggest opportunities to gain a competitive edge.
I recently spoke with a company that makes these awesome kid swimming pool floats. “They’re so good that everyone will want one,” they said. Let's consider this: Would someone without a pool buy a kid’s pool float? Probably not. How about someone who has no kids? Doubtful.
Who would actually buy a product like this? The kid isn’t going to be your audience, but the mom, the dad or the grandparents could be. Now, that’s a niche you can work on. Keep that in mind when you market. Be specific.
To put it simply, you need to create a buyer persona so you can develop content and messaging that appeals specifically to your buyer. Creating a buyer persona takes time and research, but it can make or break a brand, especially online, where it's super easy to shop around.
Understand why people buy your products. Talk to your team about who they're interacting with the most and what those people are telling them.
You’ll need to cover the basic demographics of your customer. Establish things like:
• Goals
• Motivation
• Shopping habits
• Where they go for information and reviews
Above all, keep asking "why." That way, you can build a full picture of the person who wants to buy your product. It’s better to be incredibly relevant to a smaller audience than somewhat relevant to a wider one. It helps you stand out.
2. Pricing is the No. 1 factor considered when making a purchase.
Wrong again. While it’s true that money makes the world go around, successful brands sell an experience, a feeling.
Take me as an example. I try to watch my weight, but every now and then I treat myself to some ice cream. This doesn’t happen often, so when it does, I buy the best ice cream I can find.
Last time, I ended up buying one that was in a clear tub, and it just looked so indulgent -- at double the price of the generic ice cream and 50% more than the branded ones. But I just had to have it. I bet you have done something similar.
Researchers have said that 95% of purchasing decisions are subconscious -- the price just isn’t as important as you may think, in most cases.
You see, everyone has different reasons for buying. If you consider the psychology of purchases, studies show that a consumer’s emotional response to an ad has a far greater influence on their intent to buy a product than the ad’s actual content. This means it’s essential to think about the "why" behind the buy. Things like:
• Convenience
• Social cause
• Indulgence
• Prestige
• Name recognition
If you manage to stand out because your brand or product is unique, then pricing 10%, 20%, or in some cases, even 100% more than the competition (like the ice cream) may not make a huge difference. Of course, there are exceptions to the rule. What's important is to identify the key drivers behind your customer’s purchases, and price is typically not at the top of the list.
3. This company in the same industry is crushing it, so I should follow their lead.
You shouldn't. When you attempt to copy what a really strong player is doing, you're making two mistakes. First, you're assuming that you have the same unique value proposition (UVP) and/or audience. Second, you're assuming that you're even able to copy them.
That’s not to say that you shouldn’t consider what they’re doing, but the big brands are ahead of you because they figured it out already. For that same reason, they have the budget, audience and reach to make certain things work. You don't.
Instead, focus on your unique selling point -- what makes your e-commerce brand stand out from the crowd. Find something you have that no one else does. Start asking yourself questions like:
• Does my brand stand for a cause or a movement that resonates?
• What is the story of the person who founded the company?
• What qualities do the products have that make them stand out?
• How does our product make people feel?
Make a list, and make sure your audience cares about the items you put on it. I'm 6' 7", from Greece and I'm Jewish, so I'm definitely unique! But does my audience care about any of that? Not one bit. They work with me because of my results, my experience or my portfolio of successful web projects.
Your UVP needs to be unique, but it also needs to have value to your customer. I call this your "Unicorn Principle." Anything from your list that another brand uses or that isn’t of value should be crossed out. The thing that remains is your Unicorn Principle. It is the one thing that makes you, your brand and your product unique and that your audience cares about.
Once you find it, if you use it consistently across the board with your marketing, then you'll be on your way toward making a ton of sales. That’s how you crush it.
Forbes Agency 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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ea695f620e8cbca2c7f0db0710275c51 | https://www.forbes.com/sites/forbesagencycouncil/2019/02/05/whats-in-a-name/?sh=62afe8bd5486 | What's In A Name? | What's In A Name?
Lately, many well-known brands have changed their names. From Weight Watchers (now WW) to Dunkin’ Donuts (now Dunkin’), it seemed like a year of change. There’s typically significant risk and cost involved with a name change, but also lots of opportunities. So, is it worth it? Why do brands and companies change their names?
A few reasons include:
• To mark a major change in strategy
• To create unfettered growth opportunities (e.g., how Dunkin' changed its name so it's not limited to selling just donuts or how Starbucks Coffee became Starbucks so it isn't pegged to coffee alone)
• To signal a change or evolution of a brand
• To set aside negative imagery (e.g., BP)
Changing the name of an established brand is not a decision to be made lightly. It takes time and money to build brand equity, and starting over is often a challenge. But it makes sense for some brands.
If a brand is trying to foster an evolution, a name change may be easier to support if its former name is linked to the past. These transitions are often slower and evolutionary vs. revolutionary. If walking away from a checkered past, linking to a prior name may be less crucial or even harmful.
One of my favorite name-change stories is that of LG. Formerly, this lower-end appliance/electronics company made products branded Lucky or Goldstar. Wanting to change its image as its actual quality improved, it moved to LG. Promoting the new brand, even with the same technology, helped to dramatically build the business, changed its growth trajectory and enabled a completely new positioning in the marketplace.
Sometimes a name change helps appeal to a different or broader target audience or reinforces an important market trend. No longer just about fried chicken (and not wanting to be anchored to unhealthy food), Kentucky Fried Chicken moved to KFC. Similarly, the International House of Pancakes became IHOP. (They even temporarily "changed" their name to IHOB, which garnered much attention and social media coverage.) This marketing stunt reinforced their burger offering vs. breakfast menu.
More recently, Weight Watchers wanted to retain its heritage of successful transformation without carrying the burden of weight loss. As Oprah Winfrey, representing Weight Watchers, stated, “The role WW can play in people's lives goes far beyond a number on the scale."
In other cases, new opportunities might emerge. I’ve spent the past year evaluating a new name for our company, The Luminations Group, a leading marketing and strategy firm for 16 years. As we’ve grown, new verticals have emerged -- opportunities that require a bigger umbrella and essentially a different company.
Over the years, we’ve worked on new products but have gone well beyond this type of innovation to finding ways to reinvent business models, breathe new life into stagnant brands, and tackle ever tougher business challenges like the threat of declining brick-and-mortar sales, drugs going off-patent, startups coming to the end of their funding, etc.
In every case, we have worked to bring the most success possible within the parameters of reality. Our clients started commenting on how we always find a bright side even in the darkest, murkiest situations. We began to get calls to help innovate around big, scary challenges and not just to create new product pipelines. We also began to see beyond Luminations.
For the new company, we wanted to link to past successes along with an increasing focus on our optimistic and positive solutions. The new company’s name, BrightSide Group, which will launch into diverse services such as coaching/mentoring and organizational structure, fit with our brief and highlights light and optimism.
Our process in naming brands and businesses involves three steps, which any brand considering a name change can apply:
1. Do your research.
First, conduct background research into the competitive set and categorize key areas you'd like to avoid or highlight. How you define your competition is important. Think beyond your current categories to territories where you’re working to establish the brand. In consulting, we compete with large established consulting firms like BCG and McKinsey in some areas and local creative agencies in others, so our exploratory was broad and deep. From it, we were able to reinforce where and how we were different. We were also able to avoid overlaps.
2. Know what you stand for.
Second, carve out the positioning desired for your future product or business. A tightly defined positioning lays out, in one sentence, who the brand is. It frames the category and point of difference. For instance, Nike’s mission or positioning is: “to bring inspiration and innovation to every athlete in the world.”
3. Narrow your focus.
Third, develop a formal "namestorm" creative brief. Our brief clearly lays out our target audience, desired communication points, tone and mandatories. Mandatories might mean that the name must tuck well into a corporate umbrella or leverage a past word.
Not surprisingly, knowing there’s a need for change and acting on it are very different things. Name changes can be daunting, so my advice is to move deliberately but carefully, develop and stick to a strategic and creative brief, trust your marketing instincts, and always look on the bright side.
Forbes Agency 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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9c23b6dc958ae17d2d38617ce6af0db3 | https://www.forbes.com/sites/forbesagencycouncil/2019/02/06/how-to-better-manage-stress-when-youre-managing-a-team/ | How To Better Manage Stress When You're Managing A Team | How To Better Manage Stress When You're Managing A Team
Stress is part of all of our lives. But for entrepreneurs and managers, it can be even more overwhelming and carry higher consequences. A new study suggests that the way a leader handles stress could have serious consequences for employees and, ultimately, company culture and productivity.
I'm no stranger to stress and how it can have a severe effect on an individual as well as the team they manage. A year or so ago, I developed severe burnout as a result of the stress I was carrying. Starting a new company, training a highly qualified team, new business development and DIY renovating my home all at once were maybe too much at one time.
My stress caused burnout to the point where I had to take some steps away before everything came crashing down around me. My team was faced with dealing with a manager who was unpredictable and edgy, as I struggled to manage all my emotions. The team wasn't sure what direction we were going in, and they started looking for a way out. Luckily, I was able to take a few steps back, get the rest and help I needed to overcome the burnout and get back on track. We lost a few good employees along the way but overall maintained a solid team. Those who stuck around did so because I communicated my situation clearly and honestly with them, so they understood where my unpredictable responses were coming from.
According to a Fast Company article that reported on the study, when dealing with a "hot-headed manager," employees are 62% more likely to quit compared to those with managers who communicate when stressed. It also shows that employees are 56% more likely to stop participating, and 47% are more likely to be frustrated. All this can add up to a serious lack of productivity, overall dissatisfaction with their jobs, and ultimately resentment toward the individual leaders.
If you know that you are negatively impacting your team, it can cause a circular effect of stress and hardship for you as you attempt to carry on for the sake of your dream, the company and your employees. So what can you do to ensure you are providing a positive experience for your team versus a negative one in times of stress?
1. Learn how to manage your expectations.
Stressful situations are part of life and a big part of being an entrepreneur. However, taking the time to manage your own expectations about where you see yourself, your team and your company can have a dramatic impact in mitigating much of your stress.
Often, we envision our businesses moving quickly and can set unrealistic deadlines for ourselves and our teams. Taking a moment to slow down and develop realistic deadlines, strategic plans and budgets can ease much of the stress we feel as we strive to grow. Accept where you are in the process and the limitations of yourself and your team, and build from there one step at a time. A big part of my own stress was caused because I wanted everything to be perfect, and I wanted to move too fast to achieve the big dreams and goals I had set for the company and myself. Once I slowed down and realized that everything didn't need to be perfect, my mindset shifted. I relaxed, and we made more of an impact on our goals.
By taking a step back to set more realistic expectations, you will hopefully be able to breathe more freely, thus eliminating at least some of the stress in your life.
2. Don’t overlook your personal needs.
No matter where you are in your career or business path, you need to stop often and take a mental inventory of your health. Physical, mental and emotional health all play a role in how well we handle stress. Be sure you are taking care of yourself in each of these areas before you consume all your time with the business. Based on my own experience, take the time to check in with yourself, establish that your basic needs are being met (no more skipping lunch to work!), and find time to end the workday each evening. Your stress will start to fade over time, if not immediately.
Much like the airlines tell you to put the oxygen mask on yourself first in an emergency situation, you must take care of yourself physically, mentally and emotionally first before you can care for your business.
3. Find partners who understand.
You don’t have to be alone. A major component of stress is feeling helpless or alone. By working with others, you can partner with those who understand your vision, limitations and goals. With the right people, you can build a better team and find others to lean on in times of stress.
Having someone to talk to about your own frustrations can go a long way. Partners in this sense can be any internal partnerships with individuals who share your vision, or with other companies who have similar goals. Be sure to take the time to figure out what your strengths are and what you need in a partner before taking on any type.
Overall, what we need to remember is that our stress and how we handle it affects others. Remembering to take care of ourselves first so that we may better care for our businesses, our team and our families is the key.
Forbes Agency 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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d18f5a74f81fa8dc997dde602a0fbe5e | https://www.forbes.com/sites/forbesagencycouncil/2019/02/08/how-to-choose-the-right-metrics-to-measure-your-customer-experience/ | How To Choose The Right Metrics To Measure Your Customer Experience | How To Choose The Right Metrics To Measure Your Customer Experience
The value of optimizing your customer experience is clear to most brands and marketers. Increasing loyalty, reducing customer service costs and increasing revenue growth from retained customers are three big reasons, in addition to many others.
While it may be easier to come to the conclusion that you should measure your customer experience efforts, a more difficult task is to decide exactly what you should measure. To do this, you need to determine what you want your measurement to achieve.
We won’t discuss specific metrics in this article, because that can be completely dependent on the type of business you belong to, as well as the nuances of your customer experience. But as you’ll see, some general rules apply, regardless of the specifics.
Let’s explore four primary objectives that your customer experience (CX) measurement metrics should accomplish:
1. Directly Align With Your Organization’s KPIs
First and foremost, if your measurement of CX isn’t aligning with your core business key performance indicators (KPIs), it will never be truly successful. It is vitally important that you are measuring the right things and asking the right questions at the right time. In this way, this is definitely about quality over quantity. Make sure you align your CX metrics with the financial and business performance measurements that others in your organization are both familiar with and also responsible for.
A simple example of this would be to align your measurements and comparisons with your company’s reporting schedule. For instance, if you are responsible for quarterly reports on your CX performance, ensure that your measurements and comparisons allow a quarter-over-quarter (QoQ) comparison. You will most likely choose to also measure in other increments as well.
A more complex example of this would be to measure the amount of time that your customers spend at certain points in their customer journey. Particularly when these points in the customer experience require either specific employees or specific software systems to interact with customers. Looking at key intersections where customer satisfaction and discrete employee roles or software occur can show you how well (or how poorly) individual components of your customer experience are performing.
2. Accurately Quantify The Quality Of The Experience
Another key aspect of your CX measurement should be to track and analyze customer interactions and their perceptions of your brand, products and services throughout the customer journey.
The best way to do this in a repeatable and scalable way is to try to turn what can often be qualitative -- or more subjective opinions expressed by your customers -- into more quantitative data.
For example, utilizing the Net Promoter Score (NPS) is a great way to do this. Through some relatively simple methods, the NPS allows organizations to objectively track customer satisfaction. Better yet, being able to track changes to this over time can give you insights into what is working and what can be improved.
3. Definitively Provide Intelligence To Make Better Decisions
What good are the best insights in the world if they don’t give you information that can inform your next best actions? As you are defining your customer experience measurement, think of the questions that need to be answered in order to assess whether your CX platforms are performing as intended.
If you are able to demonstrate that your customer experience measurement is giving you actionable insights, you will be able to prove the value of a CX-driven approach to business improvement.
For example, choose metrics that help inform you and your team's decisions about the journey your customers take as they navigate the customer experience you’ve created. This could include testing the types or amount of steps that are required to complete an action, such as registration or purchase.
4. Must Be Agile And Able To Iterate And Optimize
Finally, your CX measurement must be adaptable. As new opportunities and technologies arise, or you add new products and services as an organization, your measurement must be able to keep up. This means leveraging where you currently are and enabling you to grow and evolve over time to exactly where you want to go.
My agency helps our clients think through this by teaching agile approaches to planning and road-mapping systems such as CX measurement systems, and it helps everyone think in a way that accounts for the potential unknown.
For instance, if you pick metrics and measurements that are only available on a specific software platform and you know that your organization might eventually outgrow it, you should try to find a way to measure things in a way that, even in the future, you’ll have an apples-to-apples comparison.
The exact metrics you choose to measure will depend on your specific business, but the way that you choose them will be successful if you follow the above guidelines. Remember that it’s more important to choose the right metrics than to try to track everything. Use measurements that will help you assess your CX performance over time.
Forbes Agency 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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eb20adff0bdaadc317bb24cb15cd4abb | https://www.forbes.com/sites/forbesagencycouncil/2019/02/08/how-to-go-beyond-engagement-to-entanglement/ | How To Go Beyond Engagement To Entanglement | How To Go Beyond Engagement To Entanglement
Customer engagement is the main objective in today’s marketing campaigns. Business leaders pore over metrics like impressions, likes, video plays and open rates in order to improve engagement and – the theory goes – to build brand loyalty and meet sales goals.
But simply measuring engagement is yesterday’s way of marketing. A funny video or a clever ad will catch people’s attention for a few moments, but it won’t create a memorable interaction or a lasting impression. Your audience may engage briefly with this kind of marketing, but then they’ll forget about it and carry on with their day.
Successful brands don’t focus on engagement; they aim for entanglement. You want customers to be so intertwined with your brand that they can’t imagine living without it.
Can you picture waking up tomorrow and discovering that Google, Amazon, Apple, Microsoft or Facebook no longer existed? It’s difficult to do. Those brands are deeply embedded in your day-to-day life, and they provide products and services that are indispensable to you.
A study from researchers at Northwestern University and Seattle University found that brands connect more effectively with consumers when they create meaningful experiences that appeal to their personal goals and values.
How do you establish this type of connection with your customers? Start by changing the way you communicate with them. Are you just trying to sell to them, or are you genuinely looking for ways to add value to their lives? Incorporate these principles into your marketing strategy, and make entanglement a priority for your brand.
Mutual Benefit
Your marketing efforts shouldn’t be centered on what you want as a brand. They should address what your customers want and need. How are you helping your customers work toward their goals or realize their values? What are they getting from this relationship that they can’t find elsewhere?
Under Armour has demonstrated this in the fitness space by creating a seamless, personalized health experience for its customers. The brand is combining physical athletic wear with digital tools – like the apps MyFitnessPal and MapMyFitness – to help people optimize their workouts and diets, track their sleep quality and connect with others online. Under Armour gathers complex individual data and uses it to support customers’ daily activities and overall goals. The company is moving away from marketing to customers, and is instead collaborating with them.
Long-Term Commitment
A single sale doesn’t guarantee customer loyalty. But multiple touchpoints over time will start to build a lasting relationship and reinforce customers’ commitment to your brand. You can do this through multiple pathways, from establishing subscription-based systems to forming niche interest communities.
BarkBox is an example of a brand that has invested wisely in building enduring connections with its customers. The BarkBox subscription service delivers monthly themed collections of dog toys and treats, and last year, the company opened its first dog park in Nashville, Tennessee.
BarkPark is designed to provide a delightful experience to its main customers – the dogs – and also to the “human friends” allowed to come along for the ride. While the dogs play off-leash, their owners can relax in comfortable seating areas, drink a cup of coffee and enjoy special events like movie screenings or beer tastings. The dog park experience is yet another way BarkBox is enriching and enhancing the relationship it has with its customers.
A Relationship For Life
Our rapidly changing digital age is constantly reshaping our attitudes toward brands and media, as well as our interactions with the world itself. And the reality is that the novelty of any product or service will fade over time. You need to keep innovating and giving your customers reasons to stick around.
The journey from engagement to entanglement should start with answering the following question: How often in a 24-hour day is your brand entangled in a person’s life? The movement beyond engagement should be a top priority for any business executive.
Forbes Agency 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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2e15850b54157730cd4757486597a722 | https://www.forbes.com/sites/forbesagencycouncil/2019/02/13/five-ways-to-make-your-company-website-more-secure/?sh=2921be038399 | Five Ways To Make Your Company Website More Secure | Five Ways To Make Your Company Website More Secure
Website security is a topic that is always important but many times doesn't feel urgent. Why? Well, if your website isn't having security issues, it's pretty easy to put it out of your mind. But doing so is like riding a bike without a helmet. It feels liberating to have the wind blowing through your hair, but when you find yourself face down in a patch of unforgiving concrete, you'll quickly forget your need for "freedom."
So, here are five huge considerations when it comes to securing your website:
1. Use Strong Admin Passwords
Sometimes we miss the obvious when it comes to security. In the case of passwords, though it should be obvious to use strong ones, it's surprising how common weak passwords are. Consider the following bad passwords:
• newwebsite2018
• admin1
• passwordpassword
• [company-name]5 (In this case, the company name is used followed by a number.)
Sure, these passwords are easy to remember, but they're also super easy to hack using techniques like brute force attacks.
2. Choose A Solid Website Host
Choosing a solid website host is foundational. If you follow all of the suggestions in this post but fail to secure a solid hosting company, you could find all of your labor in vain. Your security is only as good as your weakest link. If you have rock-solid passwords, but your hosting company's software allows for backdoor access to your website, what good do your passwords do?
When it comes to hosting, the temptation is to go with the cheapest solution that hits the minimum requirements. When you consider that, for many sites, you can pay dollars per month for hosting, it's easy to understand the temptation. But we're talking about your company website, perhaps one of the most important marketing assets you have. Don't squabble over an extra $30 or $40 per month; instead, focus on security and features when you're reviewing hosting options.
3. Keep Your Website Software Up To Date
Do you use a content management system (CMS) like WordPress, Joomla or Drupal? Did you know that CMS platforms receive regular patches and software updates? The updates aren't just designed to add features to make your life easier, but also they often include important security updates.
Like anything else in life, software isn't perfect. It needs time to mature and sometimes in the growing process, bugs and vulnerabilities can surface. Given the right conditions, these vulnerabilities can give outsiders access to your website to do not-so-good things.
So, just like gutters, cars, roads and railways, CMS platforms need regular maintenance to keep them running smoothly.
4. Use An SSL Certificate
Secure Sockets Layer (SSL) certificates are super helpful for security and generally pretty easy to set up. Simply put, an SSL certificate will give your website a secure connection when transmitting data on the internet. Instead of data moving back and forth in what's known as "plain text," an SSL certification will securely encrypt that data. Then, if in an attempt to hack your website that data gets in the wrong hands, it won't be that valuable since it would be a garbled mess of encrypted characters.
SSL certificates are very well-known in their use for e-commerce sites where sensitive payment information is being sent over the internet. But there are plenty of other applications. One thing you should be careful not to overlook is securing login forms to your website. A hacker who is able to intercept "plain text" login information could very well have a field day with your website.
5. Restrict Admin Logins To Specific IPs
Another great layer of security can come through restricting your administration portal to certain IPs or IP ranges. Imagine having to be physically present at your company headquarters in order to log in to your website. This kind of restriction can do wonders, as you aren't simply blocking potential attackers from across the globe, but you're also limiting access from across the street.
Though this suggestion might seem more advanced, it may not be terribly hard due to CMS configuration options or plugin availabilities. Do a bit of Googling on your CMS, and you may be pleasantly surprised.
Bonus Tip: Chose A Host With Automatic Backups
Though not a security consideration per se, a super valuable tip when it comes to website vulnerabilities is to find a host with automatic backups. The frequency you'll need will depend on how often you update your website, but for many companies, once a week or even two weeks may be sufficient.
Why am I bringing this up? Well, because it's a catch-all. When it comes to security, you want to do your best to cover all of your bases. But if you have automated backups, it's an extra level of protection in case you missed an important security hole.
What's even better than automated backups? Automated backups with one-click restore. Find those two features together and you'll find it a lot easier to sleep at night when it comes to the security of your website.
Conclusion
Well, there you have it -- five straightforward ways to make your website more secure. Use strong passwords, choose a solid website host, keep your website software up to date, use an SSL certificate and restrict admin access to certain IPs. Though there are plenty of other security enhancements that companies might consider, this list is a great starting point.
Forbes Agency 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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bb8c25f5c14728814a8dba1976fb440f | https://www.forbes.com/sites/forbesagencycouncil/2019/02/13/seven-ways-companies-can-improve-their-outreach-in-2019/ | Seven Ways Companies Can Improve Their Outreach In 2019 | Seven Ways Companies Can Improve Their Outreach In 2019
The first quarter of the year brings with it a certain changeable mindset. The new year seems so fresh and open with endless possibilities. As such, it represents a chance for entrepreneurs to seize hold of an opportunity to enact change.
So, what methods are the most effective for improving a company's marketing? To help you gain a better perspective, seven members of Forbes Agency Council share their best tips below.
Members share a few approaches you can use to build success in 2019. Photos courtesy of the individual members.
1. Spend More Money On Marketing
Don't be afraid of spending money on marketing. Sure, sometimes you'll spend some cash on an effort that doesn't work. But if you're not willing to risk failing, you'll never discover profitable marketing channels that could change your business. Start small with each new marketing opportunity. Spend a few hundred bucks and keep increasing it. If it keeps delivering, you've got yourself a winner. - Joe Ardeeser, Jordan Crown, LLC
2. Examine The Right Metrics
Look at things holistically and in the correct context. There has been such a shift towards precise accountability of media — people are trying to assess TV advertising with the same metrics as their digital advertising. The two media do work together and can share some metrics, but to overemphasize metrics that work in digital in assessing TV could drive the wrong outcomes. - Brian Handrigan, Advocado
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
3. Find Influencers
Word-of-mouth is back. Yes! The old school word-of-mouth marketing strategy is back, but it’s tailored to online viewers. Build relationships with social media influencers who can promote or build up your brand on their social platforms. They can be YouTube stars, Instagrammers or bloggers with a significant number of followers. - Ally Spinu, USA Link System
4. Engage Consistently
Find an agency that understands your space and has a record of success, and then team with them to achieve your objectives. Don't stop and fully commit your staff and spokespersons. Engage consistently with your audiences across marketing channels — think omnichannel. - Jim Caruso, M1PR
Read more in How To Go Beyond Engagement To Entanglement
5. Leverage Digital Disruption
People no longer go online — they live online. Having reached this tipping point, it means that understanding how digitalization continues to influence users’ decisions will be more critical than ever. In this radically new era marketers should expect their agencies to help lead the way in creating entirely different business models leveraging digital disruption. - Sebastian Jespersen, Vertic
6. Be Aware Of Limits
Stay true to your niche strengths. With so many avenues to access markets now, it can be tempting for businesses to reach beyond what they are best at to open more revenue streams. Though risk in business is a must for success, there is a fine line between a calculated risk and knowing when you are reaching beyond your core capability. - Jerry Booth, Fresh Traffic Group
7. Use Search Quality Guidelines
Focus on EAT-ing. It's not what you think. Google literally tells us in their Search Quality Guidelines to focus on Expertise, Authoritativeness and Trustworthiness in all that we do online in order to become an option when people are searching for your product or service. - Dustin DeTorres, DeTorres Group
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c849e1eb900adfe090e692409b01dfde | https://www.forbes.com/sites/forbesagencycouncil/2019/02/19/four-ways-augmented-reality-is-revolutionizing-brick-and-mortar-retail/ | Four Ways Augmented Reality Is Revolutionizing Brick-And-Mortar Retail | Four Ways Augmented Reality Is Revolutionizing Brick-And-Mortar Retail
Believe it or not, the grocery industry is getting some major cool points. Grocery chain Stop & Shop recently announced that it will be partnering with Robomart and officially begin testing self-driving vehicles this spring. These vehicles will essentially serve as “mini grocery stores on wheels.” Customers will be able to call the vehicles through an app, similar to calling an Uber, and once the vehicle arrives, they can pick out the items they want to purchase and the vehicle will continue on its way.
Stop & Shop is one of the first grocery store chains to push the barrier in regards to experimenting with new technology. Other businesses, including those in the small business category, need to take note. While I’m not saying you need to create your own driverless vehicles, brick-and-mortar shops have felt the effects of e-commerce firsthand. In order to survive in this digital-driven world, you have to get creative.
So, how can small businesses continue to separate themselves from their competitors on a miniature marketing budget? I’ve got two words for you: augmented reality. Our agency currently creates augmented reality (AR)-driven marketing campaigns for professional sports teams and a few individual brands, but for the sake of this article, let's focus on the retail sector.
According to research, 41% of customers already expect to be offered access to AR from retailers, but only 21% of small businesses actually conducted AR marketing in 2018. The takeaway? There are a lot of opportunities for your business to make a splash in 2019. While there are dozens of ways AR can be plugged into your strategy, here are a few we think you should you should home in on:
Try Before You Buy
Since the core of AR technology is integrating digital information with the user's environment, retailers can address the pain points of shopping head-on and enable virtual try-ons. While there are mobile apps that provide users with similar functions, Coty, a global beauty company, created the first-ever in-store augmented reality “magic mirror” in 2018.
The sole purpose of the mirror is to promote shopper-product interaction. Once a customer picks up a lipstick or eyeshadow they’re interested in, the color will immediately appear on their face when looking into the mirror. Customers can now get the digital experience they’ve been seeking without having to sacrifice the intimacy that comes with trying on makeup.
When surveyed, one-third of consumers say they’re more likely to make a purchase after using AR to preview the product, according to DigitalBridge. AR provides you with the opportunity to allow a risk-free trial of your product while making the user’s shopping experience with your brand all the more memorable.
Personal Experience
Not only does AR allow shoppers to virtually try on products in real time, but it also gives them the opportunity to customize their items -- a double whammy of a personal shopping experience. Providing this comprehensive and seamless experience will give you a great foundation of loyalty with your customers: 57% of marketers say that personalization technology is key to unlocking true 1-to-1 customer experiences. Think about it: when your customer designs a product, they’re putting in a lot more time and effort than they usually would when making a sale. Odds are, if they love the product they designed, they’re going to purchase it, and they’ll probably come back to buy from you in the future.
Kate Spade New York has continued to stay out in front of retail innovation by partnering with PERCH to create its “Make It Mine” line of personalized handbags. When a customer picks up a handbag, the AR display immediately detects which bag they have chosen and have it appear on an interactive touch screen. Customers are then able to explore thousands of straps, colors and patterns to create their own unique handbag. The display has seen great success since its launch in 2018, averaging over 100 daily customers and 800-plus daily interactions.
Improving In-Store Navigation
If you’ve ever shopped in a large department store (or a very disorganized boutique), then you know the struggle of trying to locate a specific item. Cue the triumphant music, because AR has got your back once again. AR makes it possible for you to provide your customers with simple and reliable in-store navigation. A recent report estimates that the indoor location market, which includes indoor navigation and data tracking (i.e., how long someone spends in a specific store), will be worth $41 billion by 2022.
Now, if you’re wondering how to make this possible, let’s put the spotlight on Lowe’s. In 2017, Lowe’s announced the launch of its in-store navigation app, the first of its kind to leverage AR indoor mapping. The mobile app utilizes motion tracking technology to provide users with efficient, turn-by-turn directions, navigating them to their desired items in real time. This technology saves customers time and frustration while enhancing their overall shopping experience -- and also makes a brand stickier.
AR For The Masses
On top of AR being really freaking cool, it’s also become easy and cheap (even free) for any businesses to implement into their marketing strategy. Software tools such as Facebook’s Spark and Apple’s AR Kit are available to anyone who wants to use them, and puts the power of AR right at your fingertips, no experience required. With some basic trial and error, even the most inexperienced users will be creating triggers, objects and face filters in no time. (Full disclosure: As a Facebook preferred agency, we are working closely with the platform to beta test AR formats.)
As you start to develop different ways to incorporate AR into your marketing efforts, it’s important to think about the impact it will have on your customers. While AR can definitely give your business a cool factor, don’t implement AR just to say you did it; really consider how this technology will improve all aspects of your customer’s journey.
While e-commerce provides buyers with convenience, brick-and-mortar shops provide consumers with an experience. With increased accessibility in AR marketing, any size retailer now has a fighting chance.
Forbes Agency 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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4d38cdc7c21277904c5943b7f2654175 | https://www.forbes.com/sites/forbesagencycouncil/2019/02/20/four-types-of-metrics-that-support-great-customer-experience-measurement/ | Four Types Of Metrics That Support Great Customer Experience Measurement | Four Types Of Metrics That Support Great Customer Experience Measurement
We live in a world of big data, where endless amounts of information can be stored in the cloud at an ever-decreasing cost per byte of storage. While this may sound great to data-driven marketers, the blessing of cheap storage and increasingly simple application programming interface (API) connections between data sources can quickly enough turn into a curse of too much information and not enough time to sort through it all.
To overcome this, it is necessary to choose the right customer experience (CX) metrics. Part of this means that you need to choose data and performance calculations that are critical to your business' key performance indicators (KPIs). In order to do this, it’s important to take into account the various types of metrics available to get a more holistic picture.
For instance, many of my clients are marketers. Thus, many of the metrics and data sources they are dealing with on a daily basis are marketing-driven. Whether they are indicators like website traffic or social media engagement, or conversion statistics on sales or registrations, solely looking at one type of data doesn’t give you a comprehensive view of the customer experience.
A good customer experience metrics system includes the following four components that span an entire organization, which we’ll review in detail below:
Operational Metrics
We will start with the broadest, and perhaps the most complex, type of metric. Operational metrics are the events and actions that happen to customers across their journeys and during their interactions, regardless of the channel (website, phone call, email, social media) or specific department (sales, customer service, accounting) they might be interacting with.
For example, operational metrics can often include some of the best performance-related measurements of what it’s truly like to be a customer. How long does it take an insurance customer to go through an entire registration or enrollment process when it might extend across multiple departments and systems? Or what is the average resolution time for a customer who calls to complain about their high-speed internet being unavailable?
Analyzing operational metrics can often be the best way to uncover cracks in a business process or disconnects between different teams because they often span disciplines and departments.
The biggest challenge with operational metrics is that, because they often span multiple systems, teams and potentially even categorization of data, it can often be difficult to implement a way to track them.
Subjective Metrics
Subjective metrics demonstrate the perceptions a customer has about what happens and the effect this has on their overall experience and intent. They are often measured either immediately after or closely following a transaction such as a purchase, customer service inquiry or other interaction with a brand. Their aim is to capture a customer’s feelings and impressions as close to “in the moment” as possible.
For example, the Net Promoter Score (NPS) is a great way to measure a customer’s subjective opinion about their experience. By using a simple set of questions, companies can measure consumers’ feelings about an interaction or process and compare those in the aggregate to relative timeframes. Understanding year over year (YoY) or even quarter over quarter (QoQ) trends in your NPS can highlight how changes and modifications in your customer experience have affected customer satisfaction.
Subjective metrics are relatively easy to measure, with many simple survey tools readily available to do so. While not the only indicator of your customers’ satisfaction, subjective metrics cover extremely useful information that is easily gained. They shouldn’t, however, be used as the only measure of success because they can often be an immediate emotional reaction to an experience. Mixing them with more objective metrics provides a more comprehensive view.
Behavioral Metrics
The actions customers take as a result of their experience and perceptions are defined as behavioral metrics. Unlike subjective metrics, these are objective and observed by either built-in or proprietary reporting platforms on channels that customers interact with. They can range from digital platforms like email communications to other offline systems such as call center tracking.
For example, website analytics are a great way to measure customer behavior on that channel. By measuring both individual behavior, as well as the behavior of users as a whole, companies can quickly and easily get a good understanding of how their website is performing at a macro and micro level.
Behavioral metrics are relatively easy to measure, though they are often measured in the aggregate and not on a customer-by-customer basis. There is value in measuring both, but companies should strive to get as much individual customer metrics as possible to truly analyze individual experiences and pathways.
Business Metrics
We will end with the type of data that most clearly gives us a sense of the health of an organization and how well we are executing our strategy. Business metrics can be defined as how customer actions impact your business strategy and goals.
For example, business metrics would measure the number of new car buyers over the course of a year or the number of marketing qualified leads (MQLs) that become sales qualified leads (SQLs) per quarter.
Similar to operational metrics, business metrics can often span disciplines and departments but are incredibly valuable to an organization. This is simply because business metrics are the most directly tied to the financial performance of the company.
A diverse set of customer experience metrics will give your organization a more comprehensive understanding of where critical issues are, where there is room for improvement and where you are currently successful. Using these four types of metrics in a comprehensive measurement system will give you the best possible view of the performance of your customer experience.
Forbes Agency 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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e0eafdbe50a00da4ae139ca6eab6459d | https://www.forbes.com/sites/forbesagencycouncil/2019/02/25/lets-reimagine-the-sales-funnel/ | Let's Reimagine The Sales Funnel | Let's Reimagine The Sales Funnel
Marketing and sales teams have spent years trying to perfect the art of the traditional sales funnel. In this model, prospects enter at the top of the funnel and move seamlessly through distinct phases – from awareness into consideration and evaluation – until they are finally ready to make a purchase.
The marketing team manages the very top of the funnel, creating brand awareness, then passes the lead along to the sales team to nurture the lead and close the sale. The funnel is linear and orderly, resulting in a nice tidy sale and a happy customer at the end.
The problem? It’s not at all the way consumers are making buying decisions today. People don’t follow a straight line from awareness to purchase. In B2C and B2B businesses alike, customers weave in and out among different funnel stages before buying.
A customer looking to buy a new car, for instance, might start by asking her friends for recommendations, then go online to browse manufacturer websites, social media accounts, influencer blogs and third-party review sites. Before she ever sets foot in a dealership to talk to a sales rep, she’s already done a substantial amount of research, and she knows what she wants – if she goes to a dealer at all. Digital car buying services can now do all the searching and haggling for her, and online car vendors will let her make a purchase from her living room couch. The future of “car shopping” will most likely be a subscription model, which will further enforce the importance of companies nurturing an ongoing customer relationship with the help of marketing.
According to a report by Forrester, 68% of B2B customers prefer to research independently online. In the past, the sales department was the gatekeeper of information, and buyers had to meet with multiple representatives during the information-gathering phase. Today, buyers do not need – nor do they want –to meet with a sales rep. Instead, buyers will likely conduct their own research online, identify the companies they would like to engage with and ultimately control the entire process. This major shift requires companies to redistribute the responsibilities between the marketing and sales departments.
McKinsey popularized the term "customer decision journey" as an alternative to the traditional funnel. This circular journey has four phases: initial consideration, active evaluation, closure (buying) and postpurchase (experiencing purchases).
The customer decision journey is a helpful model, but it is still based on a transactional relationship with customers. We need to go even further and develop ongoing relationships with our customers beyond a single transaction. We must create a different approach to sales and marketing, one in which we provide value for customers on their terms.
Center On Customers’ Needs
Companies need to make it easy for potential customers to do business with them. What information is relevant and helpful in their search? What are they expecting to find? Take a step back to fully understand the process your buyer, or client’s buyer, goes through while researching options online. A crucial part of providing relevant information is making it personal.
According to research from Boston Consulting Group, brands that are investing in personalized experiences are seeing revenue increase by 6% to 10%; but only about 15% of companies are categorized as personalization leaders, while another 20% are experimenting with one-to-one campaigns.
Let Customers Take The Wheel
Put customers in charge of their own decision journey, and make it easy for them to access the information they want. Customers who visit your digital properties to find answers to their questions will leave if you make them work too hard.
Many company websites have linear site maps that don’t align with the way people move through the buying process. Information is not structured around the customer decision journey; it’s organized around the company’s objectives. Are your product pages dead ends, or do they lead deeper into the site, linking to specifications, reviews and similar products? Look to Amazon as an example; customers can always find more information and continue as far as they wish on their journey. They are in the driver’s seat.
Anticipate Their Needs
Many companies have automated parts of the decision journey without considering if these changes will add value for the customer. Marketers often use data and hypertargeting in an intrusive way, bombarding customers with offers they don’t want or information they have no use for. When you let go of the aggressive sales pitch and focus on what your customers do value, you begin to build mutually beneficial long-term relationships.
A sports clothing and accessories brand, for example, could inundate its customers with unwanted automated emails about new products and special sales. Or it could instead create a more curated and customized experience based on customers’ past purchases and ongoing habits. If a customer buys a pair of running shoes and logs 150 miles in them on the company’s fitness tracker, the brand could invite him to sign up for a shoe subscription service. Every set number of miles he runs, he’ll receive a new pair of shoes (and maybe a few little extras) in the mail without having to think about it. The customer benefits by the brand anticipating his needs, and the company benefits by fostering a relationship with a loyal customer.
As we move away from the funnel and toward a multi-layered approach to sales and marketing, the possibilities will only continue to grow. Innovative brands will discover new opportunities to connect with customers in a meaningful way.
To be successful in this post-digital world, companies must have a clear understanding of the customer decision journey, defining the new roles and responsibilities divided between marketing and sales and understanding clearly what customers need and want. Technology can empower brands to deliver this experience in a personalized and non-intrusive way, but it requires a well defined strategy and marketing should play an essential role in developing a lifelong customer relationship - a Share of Life.
Forbes Agency 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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2904074a11701b9d0540aabaf8242372 | https://www.forbes.com/sites/forbesagencycouncil/2019/02/28/a-useful-experience-why-usability-is-essential-to-ux-design/ | A Useful Experience: Why Usability Is Essential To UX Design | A Useful Experience: Why Usability Is Essential To UX Design
Chances are we’ve all encountered websites that may be informational but wouldn't be described as easy to navigate or even pleasing to journey through. Built with the business in mind, the site is designed to deliver information about the brand or service it supports. This provides knowledge but no real engagement, excitement or use to the audience, let alone attention to functional aspects like speed, flow and function.
Enter user experience design. With a clear focus on the user, UX design seeks to unlock the inner workings of an audience's needs and how they expect a website to function, look and feel. These elements go far beyond the visual design, including all touch points a user encounters when they visit a website -- from navigation, content, imagery, calls to action, interactivity, forms and the list goes on. Analyzing and assessing how well these assets work for the specific user is critical to ensuring a website is successful and provides valuable insight into the site's efficiency and ultimate usability.
The Impact Of Usability On User Experience
Usability itself is a highly user-centered component of UX design, referring to the ease and efficiency in which a user can access or navigate a platform, product or website. In many ways, usability is the most important aspect of a website that is not seen, affecting everything from SEO to site speed.
As the landscape of the digital environment becomes increasingly complex, user experience and web usability have become two of the most important aspects of ensuring the success of a digital product, website or app -- even the overall health of a brand or business.
As a creative team specializing in UX strategies, clients worldwide engage our team to mitigate problems related to an already up-and-running site. Many of the comments include: "Why are my abandon rates so high?" or "Why am I getting complaints that a user can’t find something on the site?" While these issues are frustrating, they are all too common and can be resolved with user experience strategies and usability implementations.
In a recent report from the Interaction Design Foundation, when global computer security software company MacAfee began "integrating usability testing to learn more about its customers and their needs, the company saved over 90% in support expense costs."
Usability In Action
Accessibility
Web accessibility is a big deal these days, and for good reason: inclusion. Enabling people with diverse abilities to not only access but perceive, navigate and interact with the website is a win all around. From both a technical and physical aspect, accessibility is required for many industries and is fast becoming a chosen feature for brands and businesses identifying underserved but impactful audiences.
Features include screen readers, magnifiers, voice-recognition software for user-generated content, alt text and more. Additionally, accessibility can be taken a step further by strategizing and implementing compliance best practices. For example, you could create an understandable and robust overview of accessibility via a site map.
Customer Experience And Testing
Good usability is essentially a mission-critical element of customer experience (CX). Acting as the digital representation of a company’s voice and vision, customer experience is nonexistent without usability. When usability strategies such as user persona development and usability testing are leveraged, a company can better understand their customers' needs and create strategies to achieve them.
Testing for usability can take many forms, and should always be scaled for the product or service it is supporting. Participants are typically asked to journey through the entire or specific areas of the experience, attempting to accomplish the tasks set out by the test. Usability tests can and should be timed, monitored and recorded for future analysis and optimization.
Our agency typically kicks off a usability strategy by reviewing goals to direct the analysis. Questions surrounding goals can include: "Can a user easily find the product they are looking for?" or "Are the calls to action effective?" These activities can create value for both the internal team to gain knowledge about their user and deliver an optimal experience to the end consumer.
Brand Positioning
Usability is one of the main keys to gaining the trust of a user and the marketplace as a whole. Along with outdated aesthetics, poor usability on a website can negatively affect the reputation of a company. The effects are far-reaching and can easily impact the bottom line of a brand.
Ensure images are high-resolution and your copywriting is strong and engaging. Delivering an optimized user experience can elevate overall brand perception and lend a positive association with the brand that is essential to retaining or gaining market leadership.
Internal Productivity
From content management systems to internal portals, easy-to-use, quick-to-learn and simple-to-update systems are a valuable aspect of management and training. We've found that employees who engage with a more usable interface are more likely to experience job satisfaction, complete tasks in less time and update content on a more regular basis.
Optimized Conversion
Ensuring that visual and contextual cues are at a user's fingertips is a core component of usability, and there's no better vehicle to deliver a usable experience than the call to action (CTA). In fact, according to research, emails with a single call to action increased clicks 371% while increasing sales by a staggering 1,617%. This means that a business can gain exponential engagement, not to mention revenue, just by providing a visual cue for a user to find what they are looking for easily. With a few usability tweaks, a company can increase its business drastically.
At its core, usability comes down to analysis, design and implementation. Getting to know the inner workings of the user personas, customer journey and company goals is a starting point. By implementing and leveraging a user experience design process, website usability has the potential to forge more effective relationships between prospective and current customers as well as internal stakeholders.
By following best practices throughout the UX design process, the ideal user experience can deliver increased brand satisfaction and a better bottom line to the business it supports.
Forbes Agency 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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eb3f47fa0212f6ce7226903328f861ec | https://www.forbes.com/sites/forbesagencycouncil/2019/03/01/how-to-make-luck-a-part-of-your-brand/ | How To Make Luck A Part Of Your Brand | How To Make Luck A Part Of Your Brand
Pexels Pexels
Lately, I've become fascinated by luck and how it can be integrated into branding. Sounds crazy, right?
At my agency, we have found ourselves in a position (knock on wood) where we have too many leads. This affords us the opportunity to pick and choose our clients as well as take a few risks.
This happened entirely by accident. We opened our doors five years ago after my old firm produced a documentary about the benefits of being nice. This was not a "feel good" film about putting good vibes out to the universe and having them come back. It was a documentary grounded in hard science that featured visionaries from institutions like Harvard, Yale, Stanford and Berkley who had scientifically proven that kindness was a means to success. I was so inspired that I decided to put those values to the test by founding an agency that applied the principles of kindness to marketing and branding.
More recently, I decided to use the same approach, but with luck. The awesome thing about owning an agency is you have an environment to try things out in the real world. This started because I had been looking for a follow-up to the kindness documentary and wondered if there was any scientific foundation to why some people are lucky and others are not. It turned out there was.
In his book, Dr. Richard Wiseman writes about conducting a 10-year study where he took "very lucky" people and "very unlucky" people and trying to find out what made the lucky ones so lucky.
Wiseman placed advertisements in national newspapers and magazines, asking for people who considered themselves exceptionally lucky or unlucky to contact him. Nearly 400 people from all walks of life responded.
He found that lucky people:
• Maximize chance opportunities
• Trust their hunches
• Expect good luck
• Have a resilient attitude that turns bad luck into good luck
Being in advertising, I thought, This sounds like a marketing strategy! So, here's my take on how Wiseman's formula can be applied to business, based on what's worked for our own agency:
Maximize Chance Opportunities
Seek opportunity funnels rather than leads. An opportunity funnel is a tool, much like a fishing rod or a farm, that generates leads independently of your actions. Chasing leads, trying to identify prospects or cold calling people you'd like to work with takes a lot of time and resources. The same time and effort can be spent creating broad relationships that create opportunity. Focus on building relationships with influential websites and publications. Speak at industry events, and join local organizations that people turn to for recommendations about products and services like yours.
Trust Your Hunches
It's all about fit. Have faith in what you do, and don't be afraid to let go of clients that don't fit with your organization. Be nice about it, of course, but understand that every client relationship that causes stress takes up space where a better client relationship could be. Remember, the good clients will talk. Keep them happy, and they will tell their friends. This will attract more good clients.
Expect Good Luck
This is where the "knock on wood" part comes in. Build a culture of luck, the appreciation of luck and the expectation of luck. There is no shame in being lucky, and don't be afraid that it will all dry up (that's what unlucky businesses do).
What Dr. Wiseman noticed in his research was that lucky people had more open body language, which attracted people to them. In my experience, when you expect good luck in business, you are more likely to give relationships that extra little effort needed to close leads, and your enthusiasm can become contagious.
Within our agency, once leads started to increase, so did our confidence. We started looking at who would be a good fit for the agency rather than feeling the need to take on every new client. The effect this had on prospective clients was startling. Clients began to chase us in order to convince us to take them on, which only amplified our confidence and led to more collaborative client relationships (and referrals).
Turn Bad Luck Into Good Luck
If you are in business long enough, you will certainly have a deal go bad. Whether it's due to poor quality work, missing a critical deadline, underbidding a job or mismanagement of resources, every business makes mistakes.
There is a range of techniques that can transform a potential problem into a possible opportunity. For example, focus discussions on gains rather than losses. We had a situation where the shopping cart we had built for a client wasn't working properly. But rather than focus on the broken cart, we shifted the conversation toward the rest of the website, which was excellent. We refunded the cost of the cart and rebuilt it for free. The client was so happy, they told everyone they knew how we came through in a pinch. More leads came in.
As the head of a branding agency, I’m always looking for a novel approach to set our clients apart from the competition. In the business, we call that crafting a value proposition. Basically, it's what a business does differently and better than its competition.
So like we did with kindness, we are now integrating these principles of luck into marketing and branding to set ourselves apart from our competitors. We practice what we preach and try out everything on ourselves first. This approach has been particularly effective for us. Or maybe it's just dumb luck.
Forbes Agency 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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4ef2e6b778c6bf1153b5050b9289e3f1 | https://www.forbes.com/sites/forbesagencycouncil/2019/03/05/11-ways-to-measure-your-marketing-roi/?sh=6f8a5a867a9d | 11 Ways to Measure Your Marketing ROI | 11 Ways to Measure Your Marketing ROI
Sometimes, marketing efforts feel like day after day of trial and error in an economy that’s constantly evolving. Technology is changing, social media sites rise and fall, and “hot trends” that work for one business might not be suitable for another. To ensure you’re investing in tactics that will deliver the best results for your brand, you’ll need to regularly review your efforts across the board.
It’s not always easy to determine and quantify those results, though. That’s why we asked the experts from Forbes Agency Council to explain how they measure the return on investment (ROI) of their marketing efforts.
Members of Forbes Agency Council offer tips for measuring the ROI of your marketing activities. Photos courtesy of the individual members.
1. Launch A Content Marketing Campaign
There is no reason it should be difficult to measure ROI today. We have so many tools and ways to glean metrics, and the expectations on marketing to generate sales are too high for us to forsake data. If you’re not measuring anything today, start with some simple content marketing. Get a few campaigns going and you’ll have benchmark numbers—traffic, leads, conversions—in no time. - Sarah Mannone, Trekk
2. Understand Your ‘Whys’
A marketing campaign absolutely cannot be successful without a tight strategy. You should know the reasoning behind everything you do. These “whys” should align with all of your goals. These goals must be measurable, whether that’s in terms of engagement rates or direct sales. By doing this, you can show the ROI of each individual tactic throughout the duration of your marketing campaign. - Lisa Arledge Powell, MediaSource
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
3. Segment Your Activities
My startup is built around measuring ROI for marketing activities. Usually, I track sales, the lead volume against website traffic, the sources of traffic and total traffic over different periods of time. If you can segment branded search, traffic, leads and sales down to each marketing activity, then it is easy to track ROI. - Solomon Thimothy, OneIMS
4. Check Your Traffic Sources For Each Campaign
One of the most important places to start assessing ROI is looking at your sources of website traffic (organic, social, paid, referral, etc.) per campaign to see what is driving the most website visits and qualified leads. From there, determine what sources are driving the most customers. This data will help you see what sources are most impactful for qualified lead generation and customer acquisition. - Elyse Flynn Meyer, Prism Global Marketing Solutions
5. Establish The Right KPIs
We all know some desired results are easier to measure than others. That’s why it’s important to establish quantitative key performance indicators, such as impressions, CPM (cost per thousand impressions) and sales, as well as qualitative KPIs such as loyalty, reputation management and third-party credibility. Measurement is not black and white anymore, and marketers need to adopt a modern mindset in order to measure true impact. - Ashley Walters, Empower
6. Measure Consistently
Every dollar of marketing investment should be analyzed to determine if it is effectively driving sales or critical KPIs. Tracking through online sales, leads, traffic, point-of-sale (POS) data or anywhere else needs to be brought into the same tech platform to analyze and determine marketing effectiveness and then be displayed in a dashboard or through a consolidated report. - Jessica Hawthorne-Castro, HAWTHORNE LLC
7. Conduct Customer Research
Good customer research is absolutely the best way to gain and measure the ROI of your marketing activities. Make research the foundation of your campaigns. Let it inform your strategy. Track your efforts with a comprehensive platform that integrates your contacts with your personas, website, email marketing and campaigns. You’ll be able to see and improve your ROI. - Mary Ann O’Brien, OBI Creative
8. Automate And Integrate
Marketing efforts don’t always show obvious results because they exist early in the customer journey. Marketing automation platforms like HubSpot or Pardot, when integrated with your customer relationship management (CRM), can tie your marketing efforts directly to qualified sales leads and ultimately closed business. Connecting Web traffic to prospects and prospects to closed sales is the ultimate goal of measuring marketing ROI. - Keri Witman, Cleriti
9. Know Where Your Leads Are Coming From
We are in the digital marketing area, so all our advertising is actually tracked. For leads, we know we get X amount from search engine optimization (SEO). We get Y amount from pay-per-click (PPC). We get Z amount from social media. We have yearly budgets and track leads into clients and budget appropriately. Network events and conferences can be harder to track, but usually, you can attribute spikes in leads online to attendance. - Peter Boyd, PaperStreet Web Design
10. Revisit Your Goals Regularly
The first step to measuring ROI is not at the end of a project; rather, it’s at the beginning. That sounds contrarian, but during the planning phase, it’s imperative to align on the goal(s) in order to effectively strategize, implement action, track progress, communicate and pivot as needed, and then measure success. If you don’t define and continuously align on goals, the ROI will be impossible to measure. - Scott Kellner, GPJ Experience Marketing
11. Ask Your Clients
We have clients fill out a quick survey for their personal goals and the brands with specific KPIs, which is quite helpful for referring back to throughout an engagement. In e-commerce, we’ll use cost per acquisition against predicted lifetime value to measure what works across the online touchpoints. Both ways help get at indisputable numbers for what success looks like. - Jacob Cook, Tadpull
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1ec8190cdbe5269c3db67a00214704c9 | https://www.forbes.com/sites/forbesagencycouncil/2019/03/05/rules-of-the-game-how-brands-can-play-in-esports/ | Rules Of The Game: How Brands Can 'Play' In Esports | Rules Of The Game: How Brands Can 'Play' In Esports
This past year, esports’ biggest crossover star, Ninja, appeared on the Ellen DeGeneres show, and Ellen even jumped onto his Twitch stream to return the favor. The story isn’t so much that a gamer is making six figures streaming himself playing games, but that one of America’s most trusted brands turned to him, probably to expand her audience base.
Ellen isn’t the only one. Pro-sports owners Bob Kraft and Stan Kroenke, gaming publishers like Activision Blizzard and Riot Games, and brand names like Mastercard have all committed to supporting esports by creating their own products, leagues and teams, or creating meaningful brand integrations. According to New Zoo research, the global games market was projected to reach $137.9 billion by the end of 2018, a 13% increase compared to last year, and is estimated to reach $180.1 billion in 2021.
Esports captures adventure, escape, fantasy and competition for digital natives suddenly owning their increased buying power. The most engaged fans spend more than seven hours a week consuming esports content, often via new nontraditional media, according to the latest reports. And Twitch boasts an engagement rate from its active daily viewers of 106 minutes per person per day.
However, esports is not the holy grail for brands just looking to reach new audiences or investors looking for a quick return. The industry is complex and varied. Even with improvements, there is no cohesive global infrastructure, central organizing infrastructure or governance. Fans and players are scathing in their attacks on inauthenticity or policies they dislike, and the mainstream press hasn’t figured out how to cover the arena. Even with these challenges, however, an investment in esports can provide brands with an innovative marketing opportunity.
Here are a few simple steps we'd recommend taking, based on our experience of consulting with clients on how to play in this arena:
Is esports right for your brand?
Esports is not a catchall for reaching every millennial around the world. However, brands -- especially non-endemic ones -- need to prove that they understand the fanbase, the game and the culture tied to the game. You need to ensure that your audiences overlap and that your brand offers something the industry and its fans need in a way that fans appreciate.
For example, Nissin Cup Noodles teamed up with a video game to offer fans limited-edition prizes, including a trip to Japan, for purchasing its limited-edition packaging. The brand got the message, as fans felt the natural correlation between gamers' snack of choice and the brand. American Express, on the other hand, didn’t: It started charging for a card product that used to be offered for free to an esports league, even though their sponsorship lent credibility.
Know your goals and audience.
Esports offers incredible opportunity, provided that its audience matches your audience.
Know what your goals are. Are you looking for greater product awareness or a brand halo? Framing your approach around clear, direct goals will focus your efforts. There are solutions in esports for scopes large and small. Make sure your goals are also reasonable -- not just "sponsorship to drive awareness," but if you're looking for product consumption, is the league or target equipped to help you get there?
Treat it like a partnership, not a sponsorship.
Dropping brand dollars to place your name above a championship is, in my opinion, the easy way out, with low ROI. The key to successfully marketing to an esports audience is to deliver a message with authority and confidence -- to talk with (and not to) the audience.
You can sponsor a league with a "presented by" or naming rights, but you can also look for long-tail product integrations, such as placement during tournaments or social support. Work with your esports partners to determine what their needs are too, such as tech infrastructure.
The industry is looking for the validation that mainstream sponsorship brings, but it's also looking for ways to integrate products beyond just a label.
Commit.
Esports fans are hyperaware that sponsors can have a hugely positive impact on one of their main passions. And because of this, they want brands that want to move the community forward.
Brands that market to the most authentic, passionate fans in the community will reap the most rewards, but dipping your toe in for one-offs sends the opposite message.
A touchstone example is Intel, which has not only taken on naming rights of the ESL Intel Extreme Masters tournaments but has done so over the long-term while also acknowledging the endemic tie-in for their products.
The best brand partners in esports continue to show their allegiance to the community again and again -- this is an audience that values loyalty. Despite a game-first passion, these fans have an overall positive attitude toward brand involvement, with 50-60% leaning positive and less than 10% leaning negative, but they are quick to react if brands provide a negative experience.
Grounding an esports partnership in a thoughtful, step-by-step approach can position any brand to take advantage of the considerable opportunities that this emerging vertical represents. The chance to connect to a hard-to-reach audience that spends twice the amount of time gaming each week as they do watching TV is certainly a challenge.
With the right approach, there are numerous opportunities to think outside the box. Most importantly, you have an audience that really wants to play with you.
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6aadd2e3294de97d78e637bb444a79a1 | https://www.forbes.com/sites/forbesagencycouncil/2019/03/06/three-restaurant-marketing-ideas-to-increase-your-revenue/ | Three Restaurant Marketing Ideas To Increase Your Revenue | Three Restaurant Marketing Ideas To Increase Your Revenue
In every city, there are thousands of people searching Google for terms like “best restaurants near me” -- thousands of people you could convert into new customers.
And 50% of people who performed a search visited a local store as a result of that search within 24 hours. The best part about these searches is they’re already looking for what you offer -- a great restaurant experience -- so it doesn’t take much convincing to get them to choose you. But you do need to get their attention first, so they'll show up.
The question is, how do you get the people searching for restaurants near you to find you? There are over 90 factors that influence which restaurants are seen first in search results, but three, in particular, are easy to implement and have the greatest benefit.
1. Fill Out Your Google My Business Page
The first and most important factor is to get your Google My Business page filled out and ensure it is correct. It takes just a few minutes to do but makes a massive difference in the traffic you receive from search engines because it signals that your posted information is correct. Want to know the best part? It’s easy and free.
2. Build Link Signals
The second most important factor leading to greater exposure and more rankings is building link signals. Sounds complicated, right? Don’t worry; the concept is actually very easy, though it’s a bit more time-consuming. It basically means you have to have other websites link to your website. This signals in the search engine’s eyes that you are relevant and useful to others.
The best way to do this is to ensure you’re registered on all of the top 20 directories for restaurants, like Yelp and Zomato, and that you reach out to the publications in your area to write stories about you. That’s it. Building links takes a bit more time, but is generally easy to do.
3. Build Online Reviews
Not only are reviews critical for increasing your search traffic, but they’re also important in their own right. In fact, 84% of people trust online reviews as much as a personal recommendation, and every 1-star increase on Yelp leads to a 5% to 9% increase in revenue.
Powerful stuff, right? The question is, what is the best way to build online reviews? The most reliable way is to provide a guest experience worth reviewing -- one that surprises and delights your customer, rather than being ordinary. As a restaurateur, you probably already know that, though. So what are some ways to increase your number of reviews?
• Place reminder cards on each table to ask guests for reviews. Most people will leave an online review if asked, so why not ask directly at their table? A simple card thanking them for choosing your restaurant and asking them to share their experience on Google is all it takes. If thousands of people visit your restaurant each year and even 5% leave an online review after seeing your reminder card, that’s a huge bonus that will put you ahead of your competitors.
• Grow your customer database. Grow your customer database. Grow your customer database. Grow your customer database. I could spend all day long repeating those words and that still wouldn’t be enough to emphasize how important this is for your success. Not only will it allow you to text, email and send past customers review reminders, but you can also target them with ads all across the internet using their names, emails, phone numbers or addresses, in order to stay top of mind.
What’s the best way to grow your customer database? Build a text opt-in subscriber list that your customers can join. Consider adding another card on each table telling customers to text a number and opt-in for a free cookie. Once they opt-in, you’ll have their number and the ability to reach them anytime.
Why is this better than social media and email? Because the open rate for text is 98% compared to 20% for email. So, is being able to reach past customers to get them to leave Google reviews and come back again worth the less than $1 that a cookie and text will cost you? Yes! See why customer databases are so powerful?
I wish I could tell you that implementing these three restaurant marketing ideas were instant and free, but the truth is they take time and effort. You can have your team help you implement these initiatives, but they’re too important to your success to delegate and forget about completely. The best way to go about taking advantage of these opportunities is to assign a trusted employee to do them and set aside an hour per week to ensure they’re being done right.
Remember that this is a process. Also, each of these three components is extremely powerful, even if they’re executed on their own. Making progress on just one per week is enough to increase your odds of success. But getting all of them right together can really create a revenue-increasing benefit.
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c8caf66921e6f0d21d6e3b800e7c9b7d | https://www.forbes.com/sites/forbesagencycouncil/2019/03/08/the-truth-about-press-releases/?sh=7b4da0a77303 | The Truth About Press Releases | The Truth About Press Releases
GAetty Getty
As with most things, technology has made the world of PR both easier and more complicated. Back in the day, there was a clear path to landing your dream PR placements. You’d either hire a publicist to call their handful of media contacts, or you’d send out a press release to let the world know about your new book, product, service or event. Now that path is not so clear.
No longer does a publicist have a mere handful of contacts. These days, they are connected to hundreds, if not thousands, of journalists, and they must be available 24/7 to deliver what the media needs at a moment’s notice. On top of that, PR clients want updates in real time. Achieving both of these goals simultaneously is only possible with technology.
Media can access experts any hour of the night or day at a moment’s notice by using tools such as social media, a simple Google search, or specific databases like PRNewswire.com (which we use for our clients) or SearchPressKits.com (which, full disclosure, we own).
And PR clients get to stay on top of their media results in real time through the use of tools like an online press kit, which publicly showcases them to the media. It also houses all the client's pitching materials and results under the hood, where the client and their PR team can privately review and update them.
For those without an online press kit who wish to track their media coverage on their own, Google Alerts remains the easiest way to do this. In the end, which resources you invest in are as much about the value of your time as they are about dollars spent.
Technology hasn't disrupted everything in the PR world. For example, let’s take a closer look at press releases.
Do Press Releases Still Work?
In short, yes, press releases still work, though how they work and what makes them effective has shifted. Press releases used to be the most straightforward (and costly) way to let the media know what you were up to (i.e., what product, service, cause or event you were using to make an impact in the world).
The prohibitive cost combined with the limited wire services and news outlets back in the day meant less noise overall for the media. In other words, it used to be much easier for your message to stand out, and to get noticed and picked up by the media.
The question then becomes: what makes a modern-day press release successful? Here are a few key tips that can help make your release a success.
1. Get organized.
When creating a strong press release, you want to succinctly give the media a distilled version of what they need to know -- the who, what, when and where. Then, get into your why.
2. Consider whether the media will care.
Here’s the truth most PR companies don't want to talk about: press releases rarely turn into interviews. We’ve seen this time and time again. Even when announcing a $2 million Conrad N. Hilton Humanitarian Prize award, a Nobel Peace Prize winner or an Academy Award-winning director’s new film, run-of-the-mill press releases simply don’t generate many interviews. But here’s the exception: breaking news. If what you have to say is truly breaking, the media will care.
3. Make it a win regardless.
Whether or not the media picks up your release and runs with it for a particular news outlet or story, your release can still benefit you. Make sure you think about SEO and which keywords and search terms you want people to use to find you. Incorporate these into your release with appropriate links to your website or landing page and you’ll be boosting your overall brand and message with any release you put out.
Press releases can be a valuable tool for your PR/marketing arsenal. Really. Most of the press releases we distribute for our clients are picked up by a lot of brand-name media, which is great because they provide links back to the clients’ websites. But if we dive a little deeper, we get clearer about what a press release’s true value is:
Backlinks
Each time a press release is picked up by a media venue, there’s a backlink to your website. This provides incredible value because backlinks are very important to your search engine ranking. If you want to move up in the search engines, creating backlinks with a press release is a great strategy.
Logoed Media Coverage
Another amazing benefit is your release can publish on logoed (i.e., brand-name) media venues. How can you accomplish this? Refer back to tips No. 1 and No. 2, above. In many cases, it’s tip No. 2 -- the breaking news factor -- that will pique the media’s interest. Ask yourself: is the information I'm announcing in this release truly newsworthy?
Again, there are benefits in terms of SEO that can be maximized regardless, but if news coverage is what you crave, having breaking news on your side helps. And remember, logoed media coverage of your release is great, but it’s not the same as an interview or published article.
Know Your Goals
At the end of the day, you need to be clear about what you're intending to accomplish. If your goal is to land your dream PR placement, consider doing a strategic outreach campaign, or hire a publicist who has media contacts in the arena you want to be in. However, if you want to move up the search engine ranks or add well-known media logos to your website, distributing a press release is a great PR option.
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a52e626059622b1ad95b9614009e1b54 | https://www.forbes.com/sites/forbesagencycouncil/2019/03/11/vulnerability-is-not-a-weakness-its-core-to-effective-leadership/?sh=760667b2503f | Vulnerability Is Not A Weakness, It's Core To Effective Leadership | Vulnerability Is Not A Weakness, It's Core To Effective Leadership
Can leadership and vulnerability truly coexist? Unfortunately, there is a long-held belief in most societies that vulnerability is a weakness. It’s associated with uncertainty, trepidation or timidity. But I’d argue the most authentic and inspiring leaders among us are in fact the most vulnerable.
By definition, vulnerability implies a state of being fully open and accepting, often times at the risk of being physically or emotionally wounded by criticism or other penalties. However, it is in this place that we can begin to understand the benefits of vulnerability. Researcher Dr. Brené Brown of the University of Houston found that: “[i]n our culture we associate vulnerability with emotions we want to avoid such as fear, shame, and uncertainty. Yet, we too often lose sight of the fact that vulnerability is also the birthplace of joy, belonging, creativity, authenticity, and love.”
The confusion surrounding vulnerability as it relates to leadership is visible when we understand what people constitute as leadership. As a society, we are sometimes confused about what true leadership is and many times blinded by what is considered success. We have many self-imposed labels and stereotypes that are continually created and perpetuated in social media and the opinions we share. But many of these stereotypes are fueled from a place of ego, not leadership.
What Is True Leadership?
Let me first paint the picture of the perceived relationship between leadership and success. In politics these days, whoever yells loudest is our "leader." In sports, it’s our winning team. In business, it’s the richest person. In entertainment, it’s the most famous movie star. The list goes on and on. We associate success and leadership with material accumulation or specific goal achievement.
In his book Authentic Leadership: Courage In Action, well-known author, researcher and teacher Robert W. Terry, put it well: “We scrutinize leaders; we ignore leadership. We confuse those in positions of leadership with the process and content of leadership.”
When we look at supposedly successful people, we rarely describe them as “vulnerable.” We often see someone who has done what they need to do to get to the top, accomplish goals, make money or attain a political seat. We consider them successful leaders ... but are they?
Don’t get me wrong, some of them are. However, I want to clarify what makes a leader and why it is important for other entrepreneurs, business leaders, parents, mentors and friends to take notice.
A true leader starts from a place of vulnerability, and to be vulnerable is to be courageous and authentic. In fact, Dr. Brené Brown famously said in one of her TED Talks, “... vulnerability is our most accurate measurement of courage.”
A recent dissertation from Seattle Pacific University, Vulnerability in Leadership: The Power of Courage to Descend, examined the relationship between courage and vulnerability. It found that because vulnerability comes with great risk, courage is a necessary component in the vulnerability equation. It also found courage in leadership was linked to “ethical and pro-social behavior in followers, follower empowerment, and more courageous behavior exhibited by followers.”
Authenticity, which is at the core of vulnerability, is also a key value in building trust. When leaders are authentic, they are open and honest about their values, beliefs and mistakes. They are also willing to show emotion instead of hiding behind a mask. Therefore, it is nearly impossible to be an authentic leader without being vulnerable. It is through this authenticity and willingness to be courageously vulnerable that teams are able to flourish and thrive.
Vulnerability Is At The Root Of Connection
In an analysis of the data collected from thousands of interviews, Dr. Brown also found that the root of social and human connection was vulnerability. Yet, this is a trait we’re taught to keep behind closed doors. We are taught that we must hide our vulnerability in order to portray an image of competence, confidence and authority.
In fact, study after study reveals that humans can subconsciously register a lack of authenticity in a matter of seconds simply by looking at someone. We will follow another only when we believe they are authentic and feel genuinely understood and valued. Thus, true leaders are born through respect, inspiration, connection and empathy. They have a strong sense of self and can remain grounded in their own core values while still being in tune with the needs and desires of those around them.
True leaders take criticism and feedback even from their harshest critics with an open mind. They aren’t singularly focused on achieving their goals, but rather following what is right and creating opportunities for themselves and others. They don't have all the answers, but they are always open to listening and letting others be heard. They don’t fear uncertainty or failure because they know that’s where creativity, innovation and progress live.
It’s through this way of being that they create a culture of courageous leaders among their teams. Authentic leaders start from a place in which they want to get to know themselves better to positively impact others.
So, as we show up as entrepreneurs, mothers, fathers, coaches, neighbors or in whatever capacity we lead, the most important thing to remember is to be authentic and surround yourself with individuals who embrace vulnerability. It is through this vulnerable leadership that we have the courage to face the fears of an uncertain future and confront reality while remaining positive.
And as Dr. Brown put it, “Vulnerability is the absolute heartbeat of innovation and creativity. There can be zero innovation without vulnerability.”
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b34d2c9a9d86bdaeaae2ca6b67336578 | https://www.forbes.com/sites/forbesagencycouncil/2019/03/12/how-to-create-an-agile-customer-experience-platform/ | How To Create An Agile Customer Experience Platform | How To Create An Agile Customer Experience Platform
In a busy organization with many competing priorities, it can often be difficult to stay focused on even the most important aspects of keeping a business performing exceptionally. Customer experience (CX) platforms often involve many different teams across an organization, and thus it’s critical to ensure a big-picture view is kept. Too often, teams can get too concerned with measurements and performance in their silo within the organization, but truly successful CX platforms are built, measured and optimized holistically.
This organization-wide approach is best when the measurement criteria are broader than a specific set of channels or actions and instead focus on operational performance and business-level objectives. Having worked with clients to create custom CX strategies and plans, here are three criteria I believe make for a successful customer experience optimization plan.
Practical
A practical customer experience measurement platform is one that enables maximum value with minimal time and dollars spent maintaining it and keeping it current.
It also means that the metrics, analysis and insights you get from your measurements are able to inform your business. These need to be ROI-driven insights you can share with your team and other customer experience stakeholders.
For instance, if the analytics you get from your customer experience platform take hours of processing and crunching in order to get a cohesive report about its performance, it’s not practical. The more difficult any platform is to use, the less likely it will be used, which can cause things to quickly fall into disrepair as workarounds are found.
A simple but classic example of this is how an outdated website will often cause salespeople to make their own PDFs, landing pages and other workarounds to avoid having to send people to a website that doesn’t reflect the current reality. Doing so skews all your numbers and disrupts an optimal customer experience.
Scalable
A CX platform with scalability can keep up with the growth trajectory of your business. Being scalable means that it can handle both a growing external customer base, as well as the internal teams that will be operating it.
A scalable customer experience platform doesn’t always have to be able to handle exponential growth, but it needs to be able to handle the fluctuations and changes in your business. This may either be steady growth (whether fast or slow), or it could be massive fluctuations in volume during short periods of time.
For instance, an e-commerce company may experience a high volume of customer activity during the holiday shopping season. This includes purchases, returns and all other types of customer inquiries and complaints. Rapid fluctuations take a different type of scalability than a system for a company that is growing more slow and steady, or with less volatility from month to month or season to season.
Improvable
Similar to being scalable, your CX measurement needs to be able to be modified and added to over time. Where this differs from scalability is that being improvable may mean that existing systems or steps in a process can be modified and optimized without the need to necessarily handle more traffic, inputs or data storage.
An improvable customer experience platform is often made to be modular, with distinct parts each playing a role but seamlessly working with another. This modular approach allows different components, such as tracking or measurement tools, to be switched in and out as needs change or as better components become available.
Another way to make sure your customer experience platform is made to be improvable is to customize it to your business in a way that is easy for your internal team to modify as needed. This will often require an internal technical team with a broad understanding of the different needs across the organization. While there can sometimes be risks with creating proprietary systems, a mix of proprietary and off-the-shelf systems has worked well for some of the clients I work with.
Your customer experience measurement must be flexible and adaptive enough to change with the times. While we talked about scalability and improvability, there are many other factors that might need to be modified over time.
An agile customer experience platform can change with a business as it grows, evolves and as demand in different areas changes over time. Though we mentioned scalability earlier, this doesn’t always involve growth. For instance, in a world of continual disruption of industries and often well-established practices, an agile customer experience platform can adapt to new platforms, modifications to internal processes and changes in tactics from marketing or customer services teams.
Measuring your customer experience takes a lot of strategy, coordination and continual optimization but can have huge returns on even slight improvements in consumer satisfaction.
Forbes Agency 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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09bf042bb37101f662df82d3a3e522e3 | https://www.forbes.com/sites/forbesagencycouncil/2019/03/14/pr-and-marketing-are-expensive-start-with-a-plan/ | PR And Marketing Are Expensive. Start With A Plan. | PR And Marketing Are Expensive. Start With A Plan.
Would you build a house without first consulting an architect? Of course not. How would your builder know what to build? A ranch? A Cape Cod? A mansion?
So why would you pay for public relations or marketing without first developing a plan?
PR and marketing are expensive. In 2018, U.S. spending on advertising alone -- to include digital and non-digital -- hit a record high of $208 billion and is expected to continue to grow this year. That’s the dollar amount, but I can hardly imagine how much time is wasted on PR and marketing with no strategy or measurement. Ultimately, it’s all about proving return on investment for the time and money spent.
Countless PR and marketing dollars and hours are wasted every year, as agencies rush to meet deadlines and secure deliverables without considering any broader strategy. The temptation to identify prospective clients and satisfy current ones in the short run often comes at the expense of meeting long-term objectives, while leaving clients with suboptimal returns.
That temptation is compounded by the general nature of the news industry. Because PR and marketing are inextricably linked to the news cycle, agencies are often forced to “put out fires” on behalf of clients. (We have a name for it in the industry: crisis communications. And hourly billables for putting out these fires tend to be upward of $350 with no cap, based on what I’ve seen.) While necessary in many cases, putting out a fire can distract even the most successful agencies from the plan.
When I worked as a marketing assistant out of college or even in the early days of my agency, I often felt like a hamster on a wheel. I spent a lot of my days running around, feeling as busy as a bee, and yet having no idea whether I was even getting anywhere -- whether my clients were truly getting somewhere. My bosses and peers didn’t know what I was accomplishing, either, other than appearing very busy and putting in a lot of hours. Because there were so many tasks on my immediate to-do list, I often forgot to ask the important questions: How am I enhancing my client’s brand reputation? How am I growing our customer base and brand recognition? What can our network and reputation look like in six months or a year? Is the task at hand moving us closer to that goal?
To maximize results for your clients, these become indispensable questions. Again, think of a new house. You don’t build the kitchen or a bathroom without first considering how you want the finished product to look and how all of its components will complement each other. First, you develop a plan. Then, you build the foundation. Once you have the skeleton, then you can worry about the meat.
The same concept applies in PR and marketing. Get started creating a plan by gathering together the key stakeholders in your or your client’s organization. Allocate three hours for a discovery meeting where you clearly define your overall goals as well as a “SWOT” analysis, or an analysis of strengths, weaknesses, opportunities and threats.
Then paint a picture of three or four of your audience personas. Give them a name and define their age, their income level, their occupation and what media they consume. Go online and choose a stock photo of each of your personas so you can picture them in your mind when writing copy for your website, brochures or even speeches.
Now take up to three months to flesh out a plan to target your personas and reach the stated goals. Establish strategies and tactics to better connect with them and engage them to build your brand. Pass the drafts around to get buy-in from your leadership team. Include a timeline, a budget and ways to measure success. Ultimately, your goal is to increase your sales (or donations if you are a nonprofit) and to grow your brand. It’s a lot of work to build the plan, but the more specific it is, the better you will be able to implement it for success.
Your clients deserve no less. Given the amount of money spent on PR and marketing, they deserve only the best possible return on investment. And only by planning for the future can you give it to them.
Forbes Agency 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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746292e2306b5a5d932270796233fe93 | https://www.forbes.com/sites/forbesagencycouncil/2019/03/15/are-industry-conferences-worth-attending-or-exhibiting/?sh=7d7b21a76fda | Are Industry Conferences Worth Attending Or Exhibiting? | Are Industry Conferences Worth Attending Or Exhibiting?
Customer-facing networking, speaking and exhibiting are once-in-a-lifetime opportunities an entrepreneur can get out of a trade show or industry conference.
I personally attend anywhere from four to five conferences a year. Not only are they an honor to speak and exhibit at, but they also provide great benefits to a business and brand.
You could take it from me -- I’ve formed long-lasting relationships at conferences that stand to this day. The business value can be quantified to additional guest posting opportunities for my personal brand and even receiving new clients for my agency by exhibiting.
But are industry conferences worth it for every business or startup? The question really comes down to a matter of cash.
Coming Up With The Cash
The No. 1 reason we’re repeatedly told that businesses fail is a matter of cash flow. Unfortunately, exhibiting at an industry conference is quite expensive. Just some of the costs to consider include:
• Display construction
• Storage fees for your display
• Transportation costs
• Staying at a hotel
• Creating a visual presentation
• Brochures or any marketing material
Most businesses also invest in PR and social media campaigns to create awareness around their conference attendance. Of course, speakers don’t have to worry about many of these costs, but you must be invited to speak at a conference. That means, for the rest of businesses, you will have to dish out some cash to exhibit your brand at a conference.
While conferences yield tremendous results, covering the costs of exhibitor fees can be hard. That's why it's important to plan a conference at least four months in advance, not only for logistics but also costs. You can consider renting a pre-fabricated display or a simple booth to cut costs. Bring along sales staff to engage people face to face and leverage online marketing materials, such as social media, to market the event for free.
Benefits Of Attending A Conference
There are real and tangible benefits to attending an industry conference. With the right audience, conferences present the perfect opportunity to test your MVP and gather feedback on new products and designs.
Conferences can also serve as the perfect opportunity to network with other thought leaders and promote your sales pitch to attendees. The greatest benefits of attending a conference include:
• Greater brand reach and familiarity
• Networking opportunities
• Increased leads
• Usability testing
• Educational opportunities
In addition, being asked to speak or being recognized at an industry conference serves as valuable marketing collateral further down the line.
Understanding Your Audience
If you’ve committed to attending or exhibiting at least one conference this year, then you need to find the best one for your business. The best conferences are the ones your competitors are likely attending, as well as the best thought leaders in your industry.
Do a little research. There are always articles being written to promote industry events. In the digital marketing field, a lot of publications are directly responsible for sponsoring or hosting conferences in the first place.
Go to social media and see who is talking about the conference and read over the conference website to get a better idea of the attendee list. Determine whether the conference is business to business (B2B) or (B2C), as well as whether or not there will be VCs or angel investors in the audience.
Sometimes you can attend a conference with a great audience but the theme of the conference and the exhibits don't necessarily match your business. There are even cases where you may disagree with the sponsorships or pay-to-play model of the conference. It's important to look at the conference as a whole before making a decision to attend, starting with the attendees.
Be Prepared
If you decide to attend a conference, be sure to do your research beforehand. For trade shows and exhibitions, the earlier you plan (four to nine months ahead) the better. You need a marketing strategy and message that will resonate with attendees and help you stand out.
We like to create content and PR around any exhibit we do, as well as any speaking opportunities. We've even boosted this on social media channels like Facebook and Twitter to some great success and fanfare.
Research the convention floor and where and when you will be exhibiting. Remember, while there are thousands of attendees, the actual number of people who visit your booth will be limited by those who attend for one day and at certain times of the day.
I like to advertise a speaking engagement or exhibition at least a month before the event just to start a conversation and connect with people online. Generally, the more prepared you are, the higher your potential return on investment (ROI).
Determining Your ROI And Results
Finally, you can judge the success of any investment by your return.
Determining your cost will be pretty easy. Simply tally up the cost it took for transport, building your exhibit and all the marketing materials you brought with you. The tricky part will be assigning a value to leads you acquire at a trade show.
You know your product better than anyone, so you will be able to assign a value based on what attendees from your contact list are most likely to buy from your company and which are least likely.
Unfortunately, many of the benefits derived from a conference may be hard to report so it will have to stand to the eye test. But if your experience is anything like mine, you’ll realize the benefits of attending a conference.
Forbes Agency 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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d18b96366d8f6de2cac8d31198e96a39 | https://www.forbes.com/sites/forbesagencycouncil/2019/03/29/lengthen-your-contents-shelf-life-with-these-13-tips/ | Lengthen Your Content's Shelf Life With These 13 Tips | Lengthen Your Content's Shelf Life With These 13 Tips
Content marketing is a great way for modern businesses to attract and retain customers. To truly reap the benefits, you’ll need to produce content that is relevant and helpful to your target consumers. Otherwise, you’ll only be wasting your time and resources on content that no one will read.
However, staying relevant can be difficult in a world where media trends are constantly changing. To help you create content with a long shelf life and “evergreen” appeal, follow these tips from Forbes Agency Council.
Members of Forbes Agency Council offer their best tips for writing content that will have a long shelf life. Photos courtesy of the individual members.
1. Add Unique Insights
Anyone can recap the news or the latest buzzword bingo term. Having a strong point of view with a specific direction gives you a position of differentiation and something worth thinking about. - Whitney Fishman, Wavemaker
2. Be Relevant
The relevance of the topic is the biggest determinant of the shelf life of content. Are you writing about something trendy today or something that has been established over a period of time? Trends come and go and can be good topics, but the content loses relevance as the trend fades. I also find that instructional content tends to have a longer shelf life. - Brian Sullivan, Sullivan Branding
3. Address Common Human Elements
Write articles that are in line with your product development or branding aspirations. Furthermore, write to appeal to the human elements that remain constant: fear, love, happiness, greed, desire. Contrast “The Fear of the Fallen: 5 Reasons to Rise” with “January’s Detailed Report.” There is no comparison. Choose intentional topics and address common humanity. - Evangeline Sutton, Regenerative Marketing LLC
4. Bring A Fresh Perspective To Your Audience’s Biggest Question
Your content will survive the test of time if it addresses the biggest question your audience has on the topic and offers a strategic yet practical and tangible answer to their question. Don’t simply repeat what has been said about the subject before; find your own voice and express a point of view that offers deep insights and a fresh perspective. - Inna Semenyuk, InnavationLabs
5. Think Beyond Your Brand
Communications professionals live and breathe their own messaging, which often renders their content overly promotional or self-serving. When it comes to creating lasting content, it’s essential to think beyond your own brand. If you can provide new information, a unique point of view or actionable guidance on matters of broad importance, you’ll gain credibility and keep readers coming back. - Jade Rose Faugno, Intermarket
6. Share Practical Advice
Providing specific advice, tips and actionable steps will keep readers coming back over time. Content that is generic or broad in nature may be read once but doesn’t tend to create longevity. On the other hand, content that has a focus on specific steps and relevant advice can compel readers to return to your content and give it a longer shelf life. - Stephanie Shreve, PowerChord
7. Make Your Point Of View Shine Through
No matter what you are writing you have to have a strong point of view. There are a million articles about everything out there, but the articles/books/stories that rise to the top are the ones where the author’s point of view is clear. A strong point of view will set you apart and connect your reader to you. - Zachary Binder, Bell + Ivy
8. Be Simple, Direct And Honest
In a world fraught with competition for mindshare, it’s important to simply say what you want to say. Too many people use superfluous words or technical jargon because they think it helps them sound “smart,” but it’s simply a distraction to readers who want the plain, simple truth in an easily digestible manner. - Ilissa Miller, IMiller Public Relations
9. Meet The Short- And Long-Term Needs Of Your Audience
The key to producing great evergreen content is making sure that you are on top of the needs of your audience. Part of the needs of your clients include things that are at the top of their concerns. You need to know what the temporary needs of your audience are as well as the long-term needs. You will then be able to do your homework and find the best options for you as well as know what to expect. - Jon James, Ignited Results
10. Update Your Best Content Periodically
You’re not writing a book that’s printed and done. Digital mediums enable us to constantly keep our articles up-to-date. If you want a long shelf life, then change the stale content! We have a “content library” for every client that we’re perpetually working on improving for organic search ranking, social media sharing and conversion optimization. - Douglas Karr, DK New Media
11. Simplify Complex Concepts
Good content offers value. Material that is groundbreaking is excellent for academic research and industry advancements. Simplifying existing concepts for average readers of diverse disciplines is also of great importance. Simple content that clarifies complex concepts and helps the readers connect dots is more memorable, typically earns more readership and lasts longer. - Ahmad Kareh, Twistlab Marketing
12. Consider The Changing Context Of Your Industry
When creating “evergreen content,” we are tempted to focus on individual tools and tricks that will probably soon be outdated. For example, when talking about visual search, don’t focus your entire article on the Google Lens or Pinterest Lens or any piece of technology that will be dated. Write more about how it will change the way we search and the thesis behind these patents. - Kristopher Jones, LSEO.com
13. Turn Your FAQs Into Articles
The same questions that are asked often usually end up as Google search suggestions. These can become instant articles you write, and they will last much longer than an individual blog post on some breaking news topic. Moreover, you can revisit those posts yearly and keep them up-to-date. - Peter Boyd, PaperStreet Web Design
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04089c68ac65b33551925c5845aba466 | https://www.forbes.com/sites/forbesagencycouncil/2019/04/03/achieving-stronger-social-media-roi-through-your-c-suite/?utm_campaign=Newsletter&utm_source=hs_email&utm_medium=email&_hsenc=p2ANqtz-91eCbBQZMkz8mpbpCYka0l88HjqyrCLGheX_CZiQPXkbPTWaEItiWj8FMl6j5RbmO4zkzt | Achieving Stronger Social Media ROI Through Your C-Suite | Achieving Stronger Social Media ROI Through Your C-Suite
There’s been a growing buzz around senior company leaders on social media: While in 2015 only 39% of CEOs had any social media presence, we’re now seeing more CEOs and senior leaders launching social media programs aimed at making a greater impact for their companies and important causes. Our team manually researched each CEO of the 2019 Fortune 500, and we now see 54% have an established social media presence.
Our company, which helps leaders develop an authentic presence on social media, recently conducted a study of over 1,000 LinkedIn profiles. We found that leaders' posts got over 3x more engagement than companies of a similar follower count (defined as engagement per post per follower).
If you think about how we interact and engage on social media, a big part of whether we choose to like, share or comment on a piece of content depends on two factors: first, whether we associate it with our beliefs (either positively or negatively) and want to show alignment (or lack thereof) with our views and values, and second, whether the content resonates as authentic.
Of course, a social media presence for brands still has a place and a clear purpose, which varies for B2B and B2C companies. For B2C companies, it’s more obvious -- the brand itself often has an exciting voice and visual identity, and social media provides a way to bring the brand to life in a way that engages customers. For senior B2C leaders, it is therefore all about authentically communicating your company vision, its core values, the leadership principles you have instilled in your organization and the social causes you are involved in. This awareness can help to differentiate your company and position you as a visionary leader of your time.
For B2B companies, the brand’s social media presence is often about credibility and thought leadership. So, for B2B leaders, social media is really all about building credibility and positioning the firm as a thought leader with some combination of prospective and current customers, top talent and potential investors or acquirers.
How To Get Started
When launching an executive social media program, there are a few important things we've found will set the program up for success and minimize headaches.
1. Begin with a clear set of goals.
Think about what you're looking to accomplish with the executive's social presence. Is it about attracting top talent? Engaging prospective customers? Positioning the company for future investment or sale? Some combination? With the high-level goals in place, identify the kinds of social media activity you want to generate -- from engagement to follower growth to leads to website traffic.
2. Be authentic.
As an executive, ensure that your personal voice, interests, vision and expertise are coming through in your content. That said, being authentic doesn't mean posting whatever ideas or thoughts come to mind throughout the day. Doing so will often go against your overall objectives and may create unnecessary distractions and unintended controversy.
I suggest deciding upfront, based on your goals and intended audience, approximately what percentage of your content you believe should fall into each category. For example, you may decide 5-10% should be related to personal interests, and the remainder split evenly among company vision and objectives, your personal area of expertise and your leadership philosophy.
If you then think about a month's worth of posts, you can see that perhaps one or two should align with personal interests, and perhaps a handful of each should align with the other three categories. This shouldn't be looked at as a formula that must be followed, but a directional guideline to ensure your content stays on track and spans the right set of topics.
Being authentic doesn't mean you even need to develop and post all your own content. Getting someone on your team to help with execution is often the most realistic way for an executive to maintain a consistent presence. This, of course, requires that you provide that supporting team member with the right information to be able to capture your tone and voice and to focus on the right mix of topics.
Finally, being authentic doesn't mean you need to share personal information. In fact, I'd recommend against oversharing, because things like your location, the fact that you're on vacation (with your house vacant) and your home address can all put you and your family at risk.
3. Define process.
Have a clear, predefined set of guidelines with acceptable and unacceptable social media topics. Every executive will have a different comfort level, but some of the types of topics to consider avoiding are things like politics, religion, any topic that could convey bias and also topics that may touch on confidential or proprietary company information.
Many will remember Elon Musk's tweet that he was "considering taking the company private," which ended up costing him $40 million in SEC fines. I also suggest considering a review process to have a second set of eyes on all posts before they are published. This can help to prevent unintended missteps or guideline breaches.
Expanding your company's social media program to include your key leaders is a great way to drive social ROI, but also requires a thoughtful approach and preparation. Achieve the benefits while navigating potential pitfalls by defining a clear set of goals, an authentic voice and topic mix, and agreed-upon guidelines and processes.
Forbes Agency 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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121b5e356a4b085efcce948b4fe3d763 | https://www.forbes.com/sites/forbesagencycouncil/2019/04/26/managing-millennials-isnt-hard-you-just-may-not-be-good-at-it-yet/ | Managing Millennials Isn't Hard; You Just May Not Be Good At It Yet | Managing Millennials Isn't Hard; You Just May Not Be Good At It Yet
I hear so often how hard it is to hire, inspire, train and retain quality employees, specifically millennials. I'm a millennial and manage a large team of them, and the honest truth is that it’s not that hard; you just may not be good at it yet. Despite what most business owners seem to say, the more than 100 full-time millennials I manage aren't “impossible to manage” or “impossible to retain.”
If you want to effectively hire and manage millennials, you may need to take a different approach than you're used to. According to a 2018 survey by Deloitte, “Attracting and retaining millennials and Gen Z respondents begins with financial rewards and workplace culture; it is enhanced when businesses and their senior management teams are diverse, and when the workplace offers higher degrees of flexibility.”
Although many people seem to believe that millennials don’t work as hard as previous generations, I've found that millennials can be your greatest allies and your hardest working group of employees if you manage them correctly. Below are a few ways to do just that.
1. Have a shared vision.
For many millennials, money isn't the only factor in deciding where they choose to work. They want to know that they're contributing to a place that contributes to the greater good and that what they're doing actually matters and has a purpose. Helping them see that purpose can be one of the keys to successfully managing millennials. As best-selling author Ken Blanchard and his colleagues wrote in Leading at a Higher Level, “The greatest leaders mobilize others by coalescing people around a shared vision.”
Mobilization begins with knowing your vision and the problem it can solve. But it isn't enough to know it — you have to share it, and not just once. It has to become a priority. Your "why" is the rudder guiding the ship that is your company.
After the vision is common knowledge, the key becomes holding yourself accountable to the business's mission because I've found that many millennials have the boldness to call you out if you're not upholding your own standards. As the manager or the owner, you set the standards. If you cannot or do not hold yourself to the same standards that you set, how in good conscience could you possibly ask someone else to adhere to them? The "Do as I say, not as I do" adage doesn't usually work in management. People want a leader they can respect, and that all starts with holding yourself accountable and doing what you say you're going to do.
2. Find out their goals, and create a path for them to achieve their goals.
Too often, we see managers who aren't focused on their employees and are only thinking about either the company's bottom line or what they should get for lunch. Treat your employees like humans. Take the time to sit down with them and go over their one-year, five-year and 10-year goals. Your job is to help them reach their goals (within reason), and you cannot help them do that if you don't know what their goals are and the deadlines they have for the achieving them.
Once you know what their goals are, show them the path that they can take to achieve them. For instance, if they want to eventually move on from an entry-level role, show them how they can climb up the ladder by applying themselves. Never let your employees feel stuck within a specific role. Listen to them when they tell you what their interests are, and help them get there.
3. Support them in continued learning.
Stagnancy can be detrimental to people who want to learn, and in my experience, millennials tend to want to learn new skills and increase their knowledge more than almost anything else. It's important as the business owner or manager to create a path for them to develop.
In our company, that has included holding weekly meetings devoted to learning from our CEO. We also encourage a fluid career path where employees can cross into other departments once they've mastered a skill.
4. Provide ongoing mentorship.
This is one of the most important things you can do when you're managing millennials. Check in with your employees regularly, and help them with the areas that they're struggling with. Give them immediate feedback. Consider having a weekly team training meeting to help your team reset, refocus and recalibrate. Keep your team involved in the business, and teach them the specific steps for how to better their lives both inside and outside the workplace.
To become an effective manager of millennials, I encourage you to remember what Stephen Covey, the best-selling author of The 7 Habits of Highly Effective People, wrote: “Always treat your employees exactly as you want them to treat your best customers." This advice rings true — how you treat your employees is typically exactly how they'll treat your customers. Putting this advice into action means embracing and accommodating the different things that your employees bring to the table, encouraging their strengths and helping them overcome their weaknesses. At my company, we've found that when we share the vision and provide mentorship, learning opportunities and goal-focused direction, millennials respond and thrive.
Forbes Agency 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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9f845e91d9f39a8504b0d80d13999597 | https://www.forbes.com/sites/forbesagencycouncil/2019/05/02/15-tips-for-crafting-an-engaging-email-newsletter/ | 15 Tips For Crafting An Engaging Email Newsletter | 15 Tips For Crafting An Engaging Email Newsletter
Reaching clients in new ways is a never-ending goal for businesses. Some forms of communication are brief and easily shareable, such as social media content, while other forms can be directly sent to clients, such as email newsletters. In fact, email newsletters can be a good way to connect with clients in a format that offers a little more “room to stretch.”
Yet, with the high number of emails that most professionals receive every day, you need to make sure that your email newsletters are crafted in a way that will grab attention and keep the client reading. To help you craft your best email newsletter, we enlisted the help of 15 members of Forbes Agency Council, who offered their top tips for engaging customers with email.
Members of Forbes Agency Council share tips for crafting email newsletters that engage customers. Photos courtesy of the individual members.
1. Make Sure You Will Add Value
One area to improve your marketing content is to use the most compelling audience to gauge value before you spend the time and expense on generating it. We often forget that the audience who has purchased from your brand in the past may be the best source of “why” that can go unnoticed. So, before you spend countless hours generating content, be sure it will add value to prospects and leads. - Eric Vardon, Arcane
2. Use Images And Make It Relatable
Newsletters have been around for a long time. Almost every company has a newsletter, so with so many boats in the lock, you better do a couple things to make your newsletter stand out. Two items that our company has learned is to include visuals, be it images or videos—they’re easier to digest and often more entertaining to view. The second thing is to make the content relatable to the majority of your clients. - Timothy Nichols, ExactDrive, Inc.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
3. Reflect Your Agency Culture
Our agency newsletter includes recent blogs to drive traffic to our website. And anything to show our agency’s culture is always a plus: pictures from social gatherings or “heard around the office” quotes. My favorite section is our “Influencer Spotlight,” where we do a Q&A with a thought leader, client, editor or industry analyst. These spotlights always have some of the highest engagement. - Catherine Seeds, Ketner Group Communications
4. Use Emojis In Your Subject Lines
Before you can even get into engaging your customers or leads within your email, you have to first grab their attention and convince them to open the email. A great way to do this is by adding relevant emojis in your subject line. Doing so will make your email more noticeable as a notification badge on mobile/desktop, help it stand out in a sea of default font-colored emails and earn that open. - Michael Kilcullen, Social Report
5. Spark Their Interest With Snappy Subject Lines
No matter how captivating the contents of your email might be, the chances of its being seen are slim without sparking your reader’s interest with a catchy subject line. Consumers are inundated with hundreds of emails per week, most of which will never be opened. Using creative subject lines that demonstrate value and exude personality will help your emails stand out in the most cluttered inboxes. - Adam Binder, Creative Click Media
6. Make It About Them
If possible, segment your clients by industry so that you can deliver relevant information that pertains to their space. Include current events, changes in legislation, conferences, tips they can do themselves and other relevant information. Make your newsletter something they take the time to scan through and find value in. - Danielle Sabrina, Tribe Builder Media
7. Start In Mid-Story
I like to craft my emails at the height of climax for a story. This will grab the readers’ attention and pull them in. From there, you can tell the whole story followed by whatever call to action you are trying to achieve. By piquing their curiosity, you can increase your open rates and response rates, resulting in more engagement and ultimately more profitable email campaigns. - Bryan Citrin, Chiropractic Advertising
8. Include Video
While you cannot play video within an email, you can certainly place an attractive video thumbnail with an irresistible play button. It’s been proven that email with video (even using “video” in the subject line) garners more engagement—both opens and clicks. Plus, since fewer companies will go the extra mile to create video, this method puts you one step ahead in the climb from the inbox! - A. Lee Judge, Content Monsta
9. Keep It Very Simple
Assuming you did your homework and you know “why” you send out newsletters and what value you deliver there, keep it ridiculously simple. There are hundreds of brands and activities that are competing for your client’s attention every second of an hour (from work email and meetings to Facebook notifications and gym time), so you have to deliver your message in a very simple and clear way. - Inna Semenyuk, InnavationLabs
10. Make Sure Your Personality Is Showing
Email newsletters are a great way for an agency to better connect with their clients. This is an opportunity to showcase staff accomplishments or other client campaigns that could be of interest and, most importantly, provide clients with a peek under the hood of your company. Showing your personality to a client can often be as important as the work, and newsletters can accomplish this quite well. - David Harrison, EVINS
11. Provide Exclusive Content
Brand newsletters that regurgitate recent blog posts or social posts do not get engagement. Reward your subscribers with exclusive content, like behind-the-scenes stories, bonus questions from interviews or photos and videos they can’t find elsewhere. I love newsletters that round up recommendations from the team behind the brand; not only am I getting valuable info, but I’m getting to know them. - Sarah Mannone, Trekk
12. Be Authentic
The newsletters that are truly authentic and bring value every single time are the only letters that can engage customers today. Recall your own inbox. You will easily tell which emails you read from start to end and which of them you mark as read. This is your answer. Being real and sharing value is all that matters. - Solomon Thimothy, OneIMS
13. Use Your Existing Data Inputs
Start with the data inputs you already have to understand what content your audience could be interested in. Utilize quantifiable data from keyword research, consumer insights, product user groups, social listening tools, social engagement metrics and customer care insights. These data inputs can then be used as a crowdsourcing tool for your email content development. - Donna Robinson, Nina Hale - Digital Marketing Agency
14. Synthesize, Don’t Summarize
Clients are swimming in a sea of information. Don’t interrupt their day to provide yet more information. Provide value by helping them make sense of all the information that’s out there. Synthesize, don’t summarize. Instead of retelling what they already know, give them actionable insights and ideas that can empower them. And, before hitting send, ask yourself: Would you want to read it? - Andrew Au, Intercept Group
15. Understand What You Are Trying To Accomplish
Start by understanding why you are doing one at all. Clients are busy and have full email boxes. They may love you, but they don’t really care about your comings and goings. Have clear objectives, think through what’s compelling to your target audience and set clear key performance indicators. These are blocking and tackling for most communications efforts but are often forgotten when it comes to client newsletters. - Scott Elser, Digital Current
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b022c61627c41ac1e9b0ce234b77f076 | https://www.forbes.com/sites/forbesagencycouncil/2019/05/02/where-do-you-fit-inside-the-marketplace/ | Where Do You Fit Inside The Marketplace? | Where Do You Fit Inside The Marketplace?
I recently flew into Los Angeles from Budapest to meet with one of our extraordinary clients.
While sitting in LAX, I got to thinking about PR. No surprise there, perhaps, given that PR is my business, but sometimes even the most familiar things in our world can reveal themselves in new ways. Specifically, I was pondering one of the most common concerns people have about PR. I’ve been speaking with clients and potential clients for the past 17 years, and the one topic that comes up in those conversations time and time again is clarity.
People are hesitant to go out into the world with their message if they perceive that they don’t have 100% clarity on it. But here’s the thing: You may be clearer than you think you are.
When it comes to clarity, there are two important aspects to be aware of, and most people collapse them: Who are you? And what is your gift?
Who Are You?
The first key aspect of clarity is around who you are, what makes you unique and the contribution you want to make in the world. Again, the truth is, most people are clearer than they think about this. If you feel fuzzy on it at first glance, give yourself the gift of an hour alone with a pen and paper, and really look at this aspect.
I get it: You may not be crystal clear on all the finer details, and this task can seem overwhelming, but you do have a sense of who you are and the contribution you want to make. What makes you interesting that will grab the media’s attention? Here are some ways to explore it:
• Your Story: Everybody loves a good story -- your childhood, your history, your family. Where did you grow up? The media loves to cover hometown heroes.
• Your Challenges: It’s hard to relate to people who have had no challenges in life. We root for the underdog or the guy who blows it, then finds a way to redeem himself. What internal or external dragons have you faced? What impossible brick walls have you had to climb over, dig under or blast through?
• Your Motivation: We love to understand what drives people to do what they do. What keeps you up at night? What pulls you out of bed in the morning? What is the driving force, the fire in your belly that keeps you doing what you do?
• Your Quirks: What’s a little odd or different? What are your eccentricities? What about you makes people laugh, roll their eyes or do a double take?
• Your Unique Insights Or Perspectives: How do you see the world, specific events or other people a bit differently than the crowd? Do you have a novel take on a particular topic?
What Is Your Gift?
The second key aspect of gaining clarity is around your gift and your message, and how that fits into the world and the marketplace. There is a distinction between knowing what the contribution you want to make is (an element of the "who are you?" aspect of clarity we just examined) and knowing which of your unique gifts, traits and abilities will get you there (i.e., how you can make your biggest contribution).
How do you package it? How do create language for it? This is the part where most people need the most support.
For PR to be truly successful, we must be willing and able to work on both aspects with our clients depending on their needs. What makes them unique? What are their specific gifts and talents, and how do they launch that into the world to make a difference for people and positively impact the greater good?
Here are some tips to begin crafting your key messages:
• Your Main Points: What are the three or four things the media needs to know about you or your work? If those main points aren’t obvious, begin with 10 points. Next, ask yourself: "If I could only have nine, which would I choose?" Keep eliminating until you have your 3-4 absolutely critical points.
• Problem/Solution: What problems do people have that you can solve? Start by listing a bunch of them -- preferably problems that relate to your 3-4 main points. Which strike you as particularly juicy -- the ones that keep people up at night? Next to those juicy ones, write how you or your product can solve them.
• Your Credentials: Why should anyone listen to you or be impressed by you? The media wants to know your most impressive credentials, including education, books written and awards received.
If you want PR, I suggest you step back and take some time to really explore which of these two aspects of clarity around your message and personal brand you most need support with:
1. What makes you you? We’re all unique. I know it’s difficult to see that sometimes, but it’s true for everyone.
2. How do the pieces of your life -- your gifts, experiences, education and expertise -- all weave together to support the message you want to deliver to the world?
Try thinking of your work in terms of the kind of impact you are committed to making. From this vantage point, there is often clarity, not only for you but also for the world. It needs your messages now more than ever.
Forbes Agency 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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69064ce7b2cb48948456909979e25aeb | https://www.forbes.com/sites/forbesagencycouncil/2019/05/07/are-you-maximizing-consumer-engagement-through-social-media-advertising/ | Are You Maximizing Consumer Engagement Through Social Media Advertising? | Are You Maximizing Consumer Engagement Through Social Media Advertising?
Social media advertising can be a powerful tool if utilized correctly. Unfortunately, many brands have a hard time getting consumers to engage with their ads. This can result in wasted resources, money and time.
So how can we efficiently use social media to advertise our products? The efficacy of social media from a marketing standpoint cannot be understated — but it often requires a certain amount of finesse to figure out how to use certain platforms efficiently. Here are some of the strategies we implement at our company.
Identify Which Platforms Are Right For Your Brand
Social media advertising takes many forms — from banner ads on YouTube videos to videos on Instagram to tweets on Twitter. It’s very important to research the social media platforms that you'll be advertising on in order to understand who your advertisements are likely to reach.
When developing an advertisement, take some time to research the demographics of each social media platform. If your brand is aimed at younger people, for example, Instagram might be a good option for you. There are more young people on Instagram, while a large percentage of people of all ages are on Facebook.
Also consider which platform offers the best format for your advertisements. If your product calls for a thorough explanation, a video might work better than a picture, so YouTube may be a better option for you.
Once you've published some ads on the social media platforms you've identified as best for your brand, take some time to study the results: Who's engaged with your ads? Are you getting the results you wanted? This can help you pinpoint which platforms you should put more effort into and which might not be generating the engagement you want.
Integrate, Integrate, Integrate
It can be difficult to get consumers to engage with ads on social media because users don’t want to be taken out of their experience. Seamless integration into the already defined user experience can be integral — seamless as in not interrupting the functionality of the interface but also seamlessly recreating the viewing habits of consumers. Users are more likely to check out a brand if it doesn’t interrupt their experience. Advertising shouldn’t interrupt; it should integrate and become a part of the experience. Research what type of posts are more likely to be popular with the specific demographic you're trying to appeal to, and try to recreate specific elements and motifs of those posts when you're creating your ads.
Instagram is doing great work with seamless advertising integration by not only making ads look like regular posts a viewer would see in their feed but also allowing brands to add to their posts a shopping tag, which, when clicked, takes users to your website, where they can purchase the item.
Using established social media influencer prowess is another thing that brands can do to boost engagement. In order to integrate into their demographic's feeds, a brand might look for an influencer that a lot of people within their demographic already follow and use their influence to reach a lot of people. If an advertising message is from someone who consumers already follow and trust, rather than a more traditional advertisement, they may be more likely to engage with the ad and buy the product.
Don’t Be Afraid to Reach For Engagement
I've noticed that some brands tend to shy away from utilizing the tools social media has already put in place to help boost user engagement. Most social media platforms have adopted the hashtag, for example, as a way for users to find posts about things that they're interested in. If you’re able to successfully utilize hashtags, your brand can grow exponentially. Researching which hashtags are popular among your demographic and using those in your posts can help you make your posts visible to more people. Also consider conducting a social media campaign to encourage customers to post images of themselves with your product and the company hashtag to raise brand awareness and increase engagement.
Sponsored advertisements are another way to get more eyes on your posts and boost engagement. However, it's important to note that sponsoring an advertisement can become very expensive very quickly. You're able to see how many people engage with your sponsored ad through social media analytics, so if after a while it's not generating the engagement you want, you can stop the sponsorship and try something else.
Final Takeaway
Social media is a wonderful tool for brands to maximize consumer engagement, but it’s important to know the tactics to make platforms work for your brand. With these tips in mind, you can make social media advertising easy and effective, as well as fun for users, which can bolster their confidence in your brand.
Forbes Agency 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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b9959ceffb7b1bd364f35c30d2593ba4 | https://www.forbes.com/sites/forbesagencycouncil/2019/05/08/why-are-email-newsletters-important-for-branding/?sh=27d74cd509fa | Why Are Email Newsletters Important For Branding? | Why Are Email Newsletters Important For Branding?
For some, the world of email newsletter marketing is outdated. Many businesses are of this opinion because of the tremendous changes in social media marketing -- like the use of Instagram hashtags, stories and live videos -- and voice search. Also, readers sometimes feel that newsletters are promotional and boring, and this state of mind can make it difficult for them to digest the content.
However, it's time to realize that newsletters are an important component of effective email marketing and branding. Ignoring them can restrict brands from growth.
An email newsletter is basically an email used in a marketing campaign. It contains important news and updates to make your audience aware of your brand or products and other significant information. It's a cost-effective medium used to boost business.
Newsletters are imperative in taking your brand marketing to the next level. Our agency is in the habit of sending weekly newsletters to our audience related to the latest changes and updates about our company. We use innovative strategies, which we will discuss later in the article, that have been beneficial in terms of attracting readers' interests, leading to higher conversion rates.
Information And Knowledge
A newsletter opens the door to increase a better understanding and knowledge of your brand and the particular products and services you offer. Advertisements are not enough to reach potential customers, as they have a limited outlook of your products.
A newsletter can expand the horizons and give your audience a broader picture of who you are. Embedding helpful links and giving visual descriptions can attract more readers.
Advertising And Marketing
Email newsletters can be one of the greatest sources to advertise and promote a new product or service within your brand. Include creative visual posts and proper information on special offers in your promotional campaigns. Lucrative offers will capture the readers' interests, and they will jump into the content to read the maximum information. One tip is to include top announcements and articles containing information about your product.
Building Expertise
Establish yourself as a strong industry leader and build expertise with newsletters. They maximize credibility and build confidence in your company as a potential supplier. Send updated articles that have important information, and cover the latest issues and trends in your market and industry research. You can also add details of any upcoming conferences and presentations.
Building Relationships
Sending newsletters at regular intervals is mandatory -- either weekly, monthly or quarterly. Weekly newsletters have worked for our agency. To stand out in the crowd and maximize your marketing efforts, maintaining strong relationships with clients through consistency is significant.
Widening Your Scope
A newsletter can help you enhance your target audiences. Place information about the newsletter on your website, and capture information and contact details of new audiences by asking them to subscribe. Know what your prospects are really looking for, and send email newsletters covering some of those important aspects.
If your current newsletter strategy is not working, try playing with new techniques. Creating an engaging newsletter should be interesting as well as rewarding.
Keep it simple but catchy.
Writing a newsletter is not about fancy words, but conveying bulk information in a simple and concise manner. A catchy heading and subject line are important, as the contemporary world is hectic and full of tight schedules. We all get flooded with thousands of emails and newsletters daily. To catch a reader's eye, you must think different. A push notification or punch line is a great idea.
Make content relevant.
Your newsletter content must be educational. Subscribers and audiences look for relevant and timely information. You can include promotions if you have any big news about your product, service or organization to share.
Reference pop culture and trending topics.
Depending on the topic and subject of your newsletter, connecting your content with popular events and topics is a good idea. Marketers and readers are often looking for the latest trends, and this is one of the best ways to include your brand into the conversation.
Keep the font consistent.
As per our experience, one font works best for the newsletter. You must not use different fonts for headings or subheadings. It will make the newsletter look untidy.
Include an engaging design.
Boring newsletter templates never attract anyone. Play with the different and captivating designs to make your newsletter more interesting.
Newsletters can make your company stand out in the crowd and encourage readers to buy from your brand. The benefits are not immediate, but patience and following the tips above can give you results with low costs.
Forbes Agency 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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5e201c1428f3c702cea3e9b4054ba310 | https://www.forbes.com/sites/forbesagencycouncil/2019/05/10/the-silent-video-generation-10-ways-to-make-great-videos-without-sound/ | The Silent (Video) Generation: 10 Ways To Make Great Videos Without Sound | The Silent (Video) Generation: 10 Ways To Make Great Videos Without Sound
Smart businesses know that if you want to connect with your customers, you need to know where they hang out and how they prefer their advertisements. In today’s world, that means video marketing.
However, many consumers—especially younger ones—prefer viewing videos without sound. If you’re trying to reach a younger demographic, it’s wise to adapt to this trend and make your video ads comprehensible and fully watchable on silent mode. Below, 10 members of Forbes Agency Council share their tips for creating an enticing video without sound.
Members of Forbes Agency Council share tips for creating attention-getting videos without sound. Photos courtesy of the individual members.
1. Be Bold In Your First Three Seconds
This depends on the platform. On YouTube, the majority of viewers opt for sound, even if it’s just for background music. On Facebook, the inverse is true. Video tends to interrupt the experience. Compelling imagery, bold text and colors are some of the best ways to capture attention in the first three seconds. Three seconds is your window of opportunity on social. Don’t let it go to waste. - Bernard May, National Positions
2. Skip The Talking Heads
If content will live on social, skip the interview-style talking heads. Focus on footage that tells a story with environments, action and texture shots, using supers and text annotations to complement if needed. Layer sound (voice and music) to add a different viewing experience if they watch the video again. That way if you hook them in for a second viewing, sound deepens the story. - Katie Schibler Conn, KSA Marketing + Partnerships
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
3. Use Animated Infographics
We’re using graphics to tell the story more than ever before in order to grab the attention of our various audiences. Animated infographics that tell a simple and compelling story can go a long way in getting younger audiences to pay attention. - Chris Cavanaugh, Freeman
4. Start With A Compelling Plot
Just like the saying that a picture is worth a 1,000 words, a video is worth 10 times that. Human or animated characters need to tell a story quickly. Set the stage for your viewers by introducing the plot within the first few seconds of the video. With viewers mostly opting for no sound, keep your storyline simple and digestible without depending on sound. Above all, keep it simple. - Katina Kenyon, Applaudo Studios
5. Solve A Problem
When it comes to visual content on social media, you don’t need sound to capture the user’s attention. Some topics are more visual than others and, depending on the kind of content you produce, you might not even need any captions. People will watch your video anyway if it provides them with the solution to their problem. - Solomon Thimothy, OneIMS
6. Create A Cliffhanger
To create timeline-stopping videos, focus 90% of your creativity into the first six seconds. With only a split second to stop people from scrolling, start with a compelling cover image that displays right before the video starts playing. This frame must relay the subject matter and create a cliffhanger. Once the stage is set, use thoughtful type and visuals in the next few seconds to hook the view. - Nicolas Van Erum, Sid Lee
7. Have A Strong Concept
Humans are capable of processing large amounts of visual information in seconds. While most online video isn’t complex, a strong concept will help get your message across without having to rely on audio. Telling a visual story is easy with the right mix of imagery, situation and body language if you’re using live talent. If you nail this, they’ll want to turn the sound on for the full experience. - Benjamin Collins, Laughing Samurai
8. Emphasize Action
Treat your spot like a Charlie Chaplin or Buster Keaton movie. Place emphasis on action, movement, facial expressions and other substitutes for lack of audio. Use subtitles, cards or another written medium to give context or add depth. - Kathleen Lucente, Red Fan Communications
9. Transcribe Your Video
YouTube automatically creates transcriptions. No matter where the video will end up, always upload it to the YouTube Studio and then transcribe. You can change the transcription directly in the studio and then export it. The exported transcriptions can then be used in most any video platform, including Facebook and LinkedIn. - Stefan Pollack, The Pollack PR Marketing Group
10. Make Your Video Title A Call To Action
You need to hook the viewer in the first five seconds of your video or they will keep scrolling. Since many opt to view videos without sound, you need to leverage all other tools at your disposal. Treat the video title as a headline or call-to-action that compels them to watch. Then use subtitles or graphic text treatments to build a story with an emotional appeal that leaves them wanting more. - Jenni Smith, EGR International
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907a3a6a84173af21c9b0796849c4231 | https://www.forbes.com/sites/forbesagencycouncil/2019/05/15/keep-your-business-social-media-presence-fresh-with-these-13-tips/ | Keep Your Business' Social Media Presence Fresh With These 13 Tips | Keep Your Business' Social Media Presence Fresh With These 13 Tips
Most businesses know that a solid social media presence is absolutely essential in the modern world. Not only does social media allow you to connect with your consumers and gain their trust, but it also helps you market your products and services.
It’s not enough to simply have social media accounts, though—you’ll need to create fresh, relevant content across multiple channels on a daily basis. According to a panel of Forbes Agency Council members, here are the best ways to keep coming up with new social content your audience will love.
Members of Forbes Agency Council share tips for keeping your business' social media channels regularly updated with fresh, compelling content. Photos courtesy of the individual members.
1. Ask Yourself If Your Post Is Valuable
Focus on sharing content that your audience would find most valuable. What posts will help them and catch their attention? An industry statistic? A behind-the-scenes look at your company so they can better connect with you? You want to have a mix. Remember: Do not be overly promotional every time. Before you hit “Post,” ask yourself, “Is this valuable?” and “Does this matter?” - Bernard May, National Positions
2. Monitor Trends
Being a social media professional also means being in tune with everything happening online and in your industry. Trend-monitoring platforms like Sprout Social, Hootsuite and Google Alerts can be used to keep you up-to-date! Each day you should tailor your social content to what’s happening in the world around you. Keep in mind that different social platforms might have different popular trends. - Lisa Arledge Powell, MediaSource
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
3. Blend Original Content With A Curated Stream of Industry News
Researching a calendar of social media posts is the first step. Have your editor blend sources onto an editorial calendar document. The sources could be news outlets and articles your staff read, such as industry trends (don’t include competitors). Blend your press release and blog post content with the curated news to provide the most value to your audience and avoid just talking about yourself. - Jim Caruso, MediaFirst PR - Atlanta
4. Create Posts Separately And Understand Each Platform’s Best Practices
The key to creating daily posts on multiple social media channels is to do them separately. Facebook, Instagram and LinkedIn have different audiences, and the platforms are built differently. On Instagram you can’t post a link, Facebook doesn’t like hashtags and LinkedIn is focused on business-to-business (B2B) content. Understanding that different platforms require different communication will be your key to success. - T. Maxwell, eMaximize
5. Create A Content Calendar
Content calendars are an absolute must when juggling daily social media content across multiple platforms. It keeps you organized, allows content to seamlessly flow from post to post and prevents important dates and cultural moments from slipping through the cracks. - Leila Lewis, Be Inspired PR
6. Stay On Brand
The social media platform will dictate how you release your content. It may be in the form of a video, a tweet or a blog post. But what matters is that although each post may be different, they all need to stay on brand. Day after day, you want your customers to never be confused about who you are and what you do. Ensure that your posts reflect what you are after. - Zachary Binder, Bell + Ivy
7. Brainstorm, Outline And Write
Think back to your days of writing essays in school. Great essays start with a brainstorming session and an outline. Bring stakeholders and team members into a brainstorming session. Create a strong outline. Now you are armed with an outline that will drive the creation of “umbrella” content. Distill it down and you have a message you can customize by the audience and media channel. - Katina Kenyon, Applaudo Studios
8. Adapt And Repurpose
What matters in social media is consistency in both your message and online presence. But you have to understand that your Twitter audience and your Instagram audience are not necessarily the same people. You don’t have to come up with unique posts for each platform every day. To stay on top of the game, create one compelling post per day, adapt it to each social media channel and repurpose it. - Solomon Thimothy, OneIMS
9. Stay True To Your Story
The best social media content has a consistency to it. What story are you telling across your social channels? Great storytellers start with an outline. Build your story ahead of time with an editorial calendar. From there you can step into the flow and create fresh social content that drives engagement by knowing your audience, sharing your personality and asking questions that drive engagement. - Benjamin Collins, Laughing Samurai
10. Tag Industry Experts
With social media, it’s important to understand your channels (e.g., Instagram versus Twitter). They each draw in a different audience who is looking for a different conversation. It’s equally important to understand your followers and influencers. In order to gain greater reach, tag the industry experts you want to build relationships with. It shouldn’t all be self-serving on social media. - Lori Paikin, NaviStone®
11. Find Ways To Stand Out While Still Serving Your Audience
Personally, I like sharing articles from people in the industries that I follow that help me better myself as an individual. At each of my companies, I like to blend our strategy with educational/informational posts, along with branded content, including hilarious pictures and anything newsworthy. Of course, it’s important to keep your audience in mind on each of these platforms. - Kristopher Jones, LSEO
12. Boost Your Posts
Unfortunately, even the most engaging business posts don’t get the visibility they deserve without paid dollars. Don’t forget that these platforms are also publicly traded companies with shareholders. Even small budget boosts with proper targeting can have a huge impact on social engagement. Test it. - Gyi Tsakalakis, AttorneySync
13. Aim For Quality Over Quantity
Marketers feel the need for constant social posting, but I suggest you should avoid this, as it’s a trap for quantity over quality. The daily post focus can lead you to put anything in front of your audience instead of something of value. Audiences will stay with you if you don’t post daily, but they will not tolerate inconsistency. Find the right cadence for your audience and be consistent. - Todd Earwood, MoneyPath
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ce252202fd6dd6341209ec83d47443b7 | https://www.forbes.com/sites/forbesagencycouncil/2019/05/16/stop-trying-to-be-good-at-many-things-and-focus-on-mastering-one/ | Stop Trying To Be Good At Many Things, And Focus On Mastering One | Stop Trying To Be Good At Many Things, And Focus On Mastering One
Anyone who has ever achieved greatness at anything has likely learned that mastery often comes only through intense focus, repetition and obsession about a particular subject for an extended period of time. However, many people by default are so perpetually distracted by all of the opportunities that we're now fortunate to have that they never become great at anything.
I recommend that you stop focus hopping and become a master at something — but just one thing. During my career as the president of a marketing agency, I resolved to master search engine optimization (SEO). That meant that until I knew all that there is to know and developed a foolproof method, I refused to focus on anything else. True mastery can often only be accomplished with laser-focused effort, so I knew that was my only option. After four years, I can now say that I've reached a point of mastery with all things search engine related.
I share this to encourage you. The time to stop trying to be good at multiple things is now. We all have the same number of hours to produce, but how we use that time is what can separate those who are good from those who are great.
Here are two tips to help you become a master of your craft‚ whether that's leading an agency or another type of business or a providing a service like SEO.
1. Learn To Say No
Excellence or being great at something often requires focus, and that can mean saying no to everything else. You may find that most people in your life will have an opinion about the decision to say no. They might think it's eccentric or call you a workaholic, or they might even get offended. Regardless of anyone else's response, this step is crucial. Remember what Steve Jobs once said: “It's only by saying no that you can concentrate on the things that are really important.”
Saying no doesn't have to be a bad thing. Our society glorifies busyness, large numbers of commitments and being a part of everything. Many of us actually fear missing out, and that can drive us to overindulge with our calendars even if we have no desire to participate in something. How many times have you found yourself at a chamber of commerce event in the name of networking, spending your entire evening making small talk with other business owners, only to discover that none of them can help you or your business? We often say yes because of a fabricated obligation to something or someone and can end up resenting the person who invited us. Instead, we could've had an “uncomfortable” five-minute conversation where we said no and avoided wasting hours of time. It's okay to say no to invitations. I'm giving you permission to tell people that you don’t want to go to a stale dinner party and that you'd rather focus on achieving your goals and mastering your craft. If you want to succeed, get comfortable with having uncomfortable conversations.
2. Obsess About It
Becoming truly great at something often requires a different level of understanding and a deeper focus. Albert Einstein said: “Only one who devotes himself to a cause with his whole strength and soul can be a true master. For this reason mastery demands all of a person.” I believe this is true.
Some might use the term "obsession" to refer to such focus. Dictionary.com defines "obsession" as “the domination of one's thoughts or feelings by a persistent idea, image, desire, etc.” This word may have a negative connotation to some people, but it's important that we reframe our mindset. Your obsession with your craft is the very drive that can take you to a level of mastery.
Take a moment and think about some well-known masters of their craft like Tiger Woods, Kobe Bryant and Bill Gates. They've all focused primarily on one thing in their careers — golf, basketball and computer software, respectively. Did they hop from career to career, or did they find one subject and obsess about it? Somehow, they managed to concentrate most of their energy on one skill until they reached mastery.
You can be good at a ton of things, but to be truly great at something, you may have to obsess about it and make it your sole focus. Be intentional with what you say yes to and where you spend your time and focus. Refuse to accept mediocrity, and start chasing greatness.
Forbes Agency 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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5d789aa94a8cf0f68ec94eb7ed6c494e | https://www.forbes.com/sites/forbesagencycouncil/2019/05/17/the-colors-of-branding/ | The Colors Of Branding | The Colors Of Branding
The colors a brand employs in a logo communicate a value to consumers. This is something we take into deep consideration when creating logos or design work for clients. Colors share a lot about the character of a brand, its intentions and its worth. Meditating on color can reveal your truth. And your truth is where your brand is. So, how do you find "your color"? First, it's important to understand perception.
Color Association
In the world of design, color alone has the power to cultivate a strong and true emotional connection with an audience. The visceral, emotional connotations attached to colors and their various shades are far-reaching and never the same. From one person to the next, one shade can have a million meanings unique to each individual.
When you see the color red without context, for example, a few things come to mind. Someone sees passion, desire or romance; someone else sees anger, defiance or danger. It’s an expressive color that holds attention captive. It’s not shy or subtle. So, it isn’t surprising that many brands utilize this color to underscore urgency.
Consider the color associations and connotations you want consumers to have of your brand. What do you want them to feel when they see your logo? What impression do you wish to make with the colors you choose? Maybe you want to convey trust, professionalism or loyalty. Perhaps your brand aims to be playful, energetic or bold. Let your brand’s intention decide on the colors you choose. You don’t want to send a mixed message to consumers with a logo that subliminally negates your brand’s motive.
Remember, color is not just revolutionary; it’s evolutionary -- a kaleidoscope of cultural connotations constantly turning in an ever-changing zeitgeist of perception and trends. So, it’s important to choose wisely.
Expounding The Trend
In recent years, we’ve witnessed radical simplification in modern design. From icons and app tiles to logo overhauls of our most trusted brands, we’ve entered an all-new aesthetic era where complex design is a crime, and the minimalists are elite. And with this trend erupting around the globe, brands must follow suit or risk being antiquated.
If your logo isn’t reflective of consumers' expectations or desires, what could be at stake? Trust and credibility come to mind -- the kind that don’t take into consideration your product or service, but instead, where you stand in a landscape of what’s contemporary or informed by the world around you. In short, sometimes a logo needs to catch up to the brand. And sometimes a logo needs to catch up to its consumer.
The use of gradients in ads and logo design has become another big hitter in emerging design and color trends. Brands like Hulu and Amazon have employed color gradation in their logos and ads to captivate viewers in a new way.
But where should a brand draw the line on what’s trendy over timeless? Should a brand introduce gradients because the big players are using them well? Should a brand bind the feet of its logo and go sans serif like Burberry?
Finding your footing aesthetically as a brand should play into what’s happening around you, but it shouldn’t copycat a current climate in design just because it’s trendy. If a design or color trend makes sense for your brand, have at it. But if you’re compromising your brand to fit in or be fashionable for fifteen minutes, you should instead be looking at your brand’s identity as a north star and compass.
The Right Hue
There are often three colors you should concern yourself with for a scheme: a base, an accent and a neutral. Your base should reflect your brand’s most dominant trait. Your accent is the accessory and will be used second-most, after the base. Your neutral is mostly used as a background color for your logo (you may even have more than one neutral for different creative).
Once you’ve selected your three, produce your logo in different color schemes, and have them printed. Tack them all to the wall, and take a step back. Observe where your eyes go. Dissect each one. Consider your product and the consumer you’re selling to. What makes sense and isn’t just a pretty color? Guaranteed, there’ll be at least one you immediately nix. Through the process of careful elimination, you may arrive at just the right one.
Arriving at just the right color scheme for your brand is a puzzle. Thinking critically about your brand, business, product, message and consumer should govern the trajectory of your style and aesthetic. Finding the perfect shade or the most favorable accent color for your logo should be informed first by your brand’s intention and the consumer you serve.
When we produce logo or packaging designs for a client, we present some designs with nuance and others with clear distinction in color that makes sense for the brand. We consider their industry and the solution their product or service provides -- and we always consider their consumer. Think of all these things, and close your eyes. What do you see? That’s your scheme.
Forbes Agency 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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620cc73fe1c62dfa4ed25c70c0e877a6 | https://www.forbes.com/sites/forbesagencycouncil/2019/05/20/four-out-of-home-advertising-trends-at-dse-2019/ | Four Out-Of-Home Advertising Trends At DSE 2019 | Four Out-Of-Home Advertising Trends At DSE 2019
Online advertising has entered a crisis. While Americans spend nearly four hours a day on personal digital devices, those ads barely register. Due to the hyper-saturation of ads we see daily, we have developed banner blindness, where our minds don’t register online ads, leading click-through rates to plummet to .05% today.
While digital and static push advertising are becoming less effective, “transitional” out-of-home (OOH) advertising is making a comeback with digital billboards and interactive displays. These benefit from the same modifiability and data-driven potential as online advertising, but they less intrusively grab the undivided attention of the captivated commuters with hard-to-ignore ads.
At this year's Digital Signage Expo in Las Vegas on March 26-29, I explored some of the biggest concepts in the OOH advertising industry. Here are four OOH trends defining the ecosystem:
1. 3D Holographic Images
As rich user experience becomes a commodity these days, advertisers are resorting to novel OOH techniques to make people pay attention to their messages. I think that consumers and advertisers should look out for new cutting-edge concepts in digital signage like 3D holographic displays. The novelty of 3D holograms makes them useful OOH that may be able to hold viewers' attention better than the highest-quality displays.
Hypervsn, for example, has created 3D holographic images with a device made up of four blades covered in LED lights. When the device spins, it creates a 3D image that looks like a higher-quality version of R2-D2’s hologram of Princess Leia in Star Wars.
2. Cloud-Based Peer-To-Peer Content Creation And Delivery
Billboard advertising used to be the domain of a few select operators. However, the industry is democratizing as digital signage makes it easier to publish ads and web-based platforms facilitate connections between billboard operators and prospective advertisers.
One company, Adomni, has created an OOH advertising marketplace for ad creation, delivery and audience analytics. Advertisers can choose from over 50,000 screens supported on the marketplace. Depending on operator processing time, an advertisement can be up in minutes.
Digitization is probably the biggest trend in OOH advertising in general, but OOH advertising platforms that facilitate peer-to-peer or user-generated advertising, customization and personalization can empower traditional players to advertise smarter while bringing in a new generation of OOH advertisers.
3. More Software And Hardware Options For Large Format And Captivating Billboards
Large digital displays might get more attention in OOH advertising, but they also need powerful software and hardware to run as smoothly as an iPad. Powerful back-end software and hardware are increasingly important for large format, interactive digital OOH advertising. Since the modern consumer has become accustomed to a high-level touch-screen experience, interactive OOH advertising screens may need to keep pace so the consumer stays engaged.
BrightSign’s XT1144 Expanded I/O Player is one example of this trend that's currently on the market. The player features touch screens, 4K video, motion sensors, barcode scanners and more.
4. Evolving Mounts And Accessories
You may produce the best content and digital displays, but without the right frame and framework, you can’t make them eye-catching, safe, accessible and compliant. In the world of high-quality displays and captivating content, the frame often means subtly designed mounts integrating multiple moving parts to deliver greater public engagement, customer support and seamless content updates.
While mounts will likely never get the same attention as the displays, I believe that mount and accessory providers will continue evolving to keep pace with the innovations in display technologies. At DSE, Peerless-AV showed some of its products, such as the Smart City Kiosk and the All-in-One Kiosk, an LCD display terminal that lets advertisers deploy powerful content.
As we become increasingly numb to digital push advertising, I believe that innovative OOH advertising trends like what we saw at DSE this year will push the advertising industry in a new direction.
Forbes Agency 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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febf0878df246ab4919612017d7c28a8 | https://www.forbes.com/sites/forbesagencycouncil/2019/05/24/13-tips-for-effectively-and-efficiently-personalizing-a-marketing-campaign/ | 13 Tips For Effectively And Efficiently Personalizing A Marketing Campaign | 13 Tips For Effectively And Efficiently Personalizing A Marketing Campaign
Today’s marketers are learning that personalized campaigns are often the most successful. These powerful marketing tactics are particularly effective in targeting Millennials and Gen-Zers, who crave authentic, personal connections with the brands they patronize. However, taking the time and resources to tailor every individual marketing message can get very expensive, very quickly.
If you want to get more personal without breaking the bank, try following these tips from the experts of Forbes Agency Council. Their tactics will help you efficiently and cost-effectively take a more individualized approach to your marketing.
Members of Forbes Agency Council share tips for creating personalized marketing campaigns without breaking the budget. Photos courtesy of the individual members.
1. Authentically Automate Personalized Campaigns
There is a multitude of ways to automate personalized campaigns. However, it’s essential not to sacrifice authenticity for the efficiency of automation. For example, too many “persona-based” personalized campaigns paint too broadly when bucketing cohorts. Instead, opt for more individually personalized automation. An obvious example is sending automated emails on audience members’ birthdays. - Gyi Tsakalakis, AttorneySync
2. Get More Specific With Your Targeting
Plain and simple, our technology today allows us to get very specific in who we are targeting. The more specific you are about who you want to see your campaign, the more you are able to personalize it and keep within budget. This means you need to really know who your target audience is and what their habits, likes and dislikes, and behaviors are. - Andrea Keirn, Black Rhino Marketing Group
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
3. Let Them Tell You What They Want
Give your younger customers a chance to self-select by asking them what kind of consumer they are. For instance, ask if they’re a regular purchaser, a sometimes purchaser or a first-time purchaser. It’s simple: Once they’ve identified as a purchaser at all, they’re more likely to make a purchase. Then, adjust your messaging and offers accordingly (but don’t forget to test those messages!). - Kathy Broderick Selker, Northlich
4. Leverage Narrative Psychology
Personalization of campaigns can be efficient and cost effective when considering the power of narrative psychology. Think social quizzes—these self-directed widgets blew up because it’s all about the “story of me,” a.k.a. narrative psychology. Include your targets in creating the campaign, creatively, and let them tell your story in a personalized manner. - Jennifer Barbee, Destination Innovate
5. Align Campaign Structure And Messaging With The Customer Journey
When you don’t have the time, data or dollars to build truly personalized marketing, structure your campaign to mirror the customer journey and create different messaging for each stage. Most marketers don’t. In the top of the funnel, differentiate your brand and address customer needs. At the bottom of the funnel, use retargeting campaigns personalized to site behavior, and use a strong call to action. - John Keehler, RUNNER Agency
6. Start With A Hashtag
It can all start with just one word. The campaign has to be catchy, and it can be just a simple hashtag where people can get involved with no cost. Having a hashtag go viral would be the most cost-effective campaign. Millennials and Gen-Zers want something straight to the point and real. What better way than to convey your message with a simple hashtag? - Cagan Sean Yuksel, GRAFX CO.
7. Create A ‘Vault’ Of Collateral To Use Year-Round
Cost-effectiveness and efficiency often get sacrificed in campaigns when everything is created from scratch during the time campaigns are being created. Have your team regularly deliver content and copy that can be utilized when it’s time to create a new campaign. Use Pinterest boards and a shared Google Doc that everyone can contribute their ideas to as they feel inspired to do so. - Danielle Sabrina, Tribe Builder Media
8. Tell Real Stories About Real People
Personalized campaigns require preliminary research to understand your customers and the causes they believe in. To deliver powerful campaigns that truly resonate, tell real stories about real people, and draw the connection between these narratives and your brand’s overarching mission and vision. This will help make advertisements that are unique to your company and your audience. - Theresa Schieber, Givewith
9. Study Popular Search Terms
Personalizing ads can be done cost effectively through dynamic, digital creative that is based on the terms Millennials and Gen-Zers are searching for. Different imagery, highlighted products and offers can all be personalized and changed based on the initial search terms. - Jessica Hawthorne-Castro, HAWTHORNE LLC
10. Engage With Them Where They Already Are
It’s no secret that Millennials and Gen-Zers dwell in the details and thus consume an overwhelming amount of information to help guide their decision making. When crafting a campaign, it’s important to take note of where they are engaging with content, like YouTube, Instagram and Snapchat, and create campaigns that are relatable, personable and easy to communicate through these channels. - Scott Kellner, GPJ Experience Marketing
11. Get A 360-Degree View Of Your Customer
Invest in a platform that centralizes data about your customers, business, category and competitors to gain a comprehensive view of your business and customers. With machine learning enhanced by artificial intelligence powering your data feed and displaying it in a comprehensive dashboard, you can make informed decisions and instant adjustments to campaigns to connect with customers on an individual level. - Mary Ann O’Brien, OBI Creative
12. Get Personal At The Right Time
Personalizing campaigns used to mean inserting a name into an email or adding some “meat” to your interaction. But there are many stops along the buyer journey to connect when it is the most valuable for the buyer. For example, you get a new iPhone. Now you might need a case and perhaps a backup charger. Just check your email or that text message. This is personalized remarketing at its best. - Bernard May, National Positions
13. Use Dynamic Content
You can create personalized emails without spending hours on crafting emails manually. Use dynamic content. This method enables you to create one email with separate blocks customized to each recipient. It also allows you to localize the images. Dynamic content can be a perfect solution, as it helps brands build a much stronger relationship with the customers by showing that they really care. - Solomon Thimothy, OneIMS
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12d85c3579864e94f6c65279f7ea7269 | https://www.forbes.com/sites/forbesagencycouncil/2019/05/24/how-to-reclaim-your-attention-and-creativity-at-the-office-amid-digital-distractions/ | How To Reclaim Your Attention And Creativity At The Office Amid Digital Distractions | How To Reclaim Your Attention And Creativity At The Office Amid Digital Distractions
Our head of social media had unplugged. While she was on a 10-day vipassana retreat embracing total silence with no phone, we at the office were looking deep into our brand’s social channels, scrambling to maintain consistency and connections without her expertise. We managed, with no major fires. But when she returned, her aura glowing amidst social media withdrawal symptoms, we were begging her to plug back in and bail us out.
The honeymoon is over for social media. While it used to be a fun diversion, the number of teens and twenty-somethings who consider social media important is declining, from 66% to 57% between 2016 and 2018. The links to eroding mental health are better documented every year. But with utilities like Instagram’s new in-app checkout, social channels are evolving more overtly into commerce channels. They remain important for professionals, and particularly for marketers. How do we balance our professional need for social media with our personal need to take space from it?
While social is good for commerce, it's also killing our workflows.
Routine social media checks hurt our productivity and creativity. In his new book, Lifescale: How to Live a More Creative, Productive and Happy Life, Brian Solis points to some of the downfalls of social media:
"Some of the strongest findings about ill-effects concern our constant switching between apps and real-world tasks, or what researchers call rapid toggling between tasks," he writes.
According to research from UC Irvine, it takes an average of 23 minutes and 15 seconds for our brains to get back to a task after an interruption. And that means every time you "rapid toggle" over to a Twitter notification, it will take almost half an hour before your brain is back in the workflow. Such a drain on productivity costs companies money and sabotages a team’s creative energy.
After our head of social returned, we brainstormed about how to have a new relationship with social media. Here are three things we did to reclaim our team’s creativity and rid ourselves of digital distractions:
Create a social media-free bubble.
The first step is the easiest and hardest. We democratically agreed to make the office a "no social media zone," with the exception of our head of social managing the brand’s accounts.
Like we did, you can have your team blacklist social media sites on their work computers' browsers and pay for employees to download an app that blocks their phone’s social apps during time blocks you determine.
None of this is enforced at our agency -- it’s all voluntary and on the honor system. But our team has unanimously voiced relief.
Work in sprints and climb the biggest mountains in the morning.
According to experts, the best way to work is in sprints of single-minded focus as opposed to multitasking. Consider the Pomodoro Technique, starting with 25-minute sprints, broken up by five-minute breaks. After a few sprints, take a longer break.
If you arrange your tasks with the biggest mountains first thing in the morning, you use your best brain power when it’s most needed and leave room in the afternoon for creative breathing room. Knocking out the big tasks early in the day has made me more energized and seems to have made the team overall more positive and solutions-oriented.
Connect during breaks.
The sans-social method calls for a different kind of break. This could be anything from a burst of exercise to a quick round of yoga, even giving someone a hug or a compliment. These are ways we can reconnect with our bodies and with the people around us.
We started taking "connection breaks" to have moments around the proverbial water cooler. During these times, we agreed to use intentionally supportive language with each other, saying something kind or practicing reflective listening. Those more introverted colleagues might prefer to do some jumping jacks or practice five minutes of mindful breathing. This alone has transformed our office into a place of nurturing, with a more dynamic exchange of ideas between more creatively empowered coworkers.
This redefining of our relationship to social media has proven a powerful way for our company to reclaim creativity and find new wellsprings of productive energy, without sacrificing our brand’s social channels. Creative companies, especially marketing ones, will benefit from running a company-wide check-in and updating their boundaries with distracting apps. Social media is evolving, and we should be too.
Forbes Agency 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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81d34f165785129aea87286d0bd724df | https://www.forbes.com/sites/forbesagencycouncil/2019/05/28/the-future-of-digital-marketing-in-b2b-lies-in-these-three-ideas/ | The Future Of Digital Marketing In B2B Lies In These Three Ideas | The Future Of Digital Marketing In B2B Lies In These Three Ideas
There’s an interesting trend I’ve watched emerge in the B2B marketing world: It’s the budding relationship with digital marketing.
Every year, I ask colleagues in the technical B2B markets we serve (which are health care, life science and biotechnology) about their biggest marketing priorities of the year and what their barriers to success are, and we even dive deeply into topics like their social media presence or whether they use microsites. I do this to get a better understanding of this industry’s views and sentiments about marketing for the upcoming year and to better understand digital trends in the industry, and I compile these results into an annual report that I share with colleagues, respondents and webinar attendees.
There are a lot of tactics and takeaways one can glean from these insights. For example, this year, there’s a general consensus that no technology can overcome the need for engaging content or a well-crafted strategy, that audiences demand a more transparent digital experience and that organizations are prioritizing organic growth and driving demand for their brand.
Just a few years ago, many companies were hesitant to even dive into digital marketing tactics like paid social media advertising. And now, many of them are making investments in both the talent and technology necessary to become digital marketing mavens, and they’re all, more or less, in the same place on the digital front.
In general, this is all good news. But I wouldn’t interpret this as a sign that the B2B industry is doing OK when it comes to digital marketing. That’s because the market's expectation of digital excellence is far higher than what many B2B companies currently offer. B2B companies don't just compete with one another for attention; they’re also competing with the best digital experience our audience has ever had anywhere and in any context. Just think about how easy it is to buy an airline ticket, and the experience that goes along with it: Customers can choose their seat, prepay for their Wi-Fi and earn more opportunities (points) to fly every time they fly. That’s the ease with which someone is expecting to do business with a B2B company.
Although many organizations in the B2B space are making the right kinds of investments in digital marketing infrastructure, I believe that the future of digital marketing in our industry lies in these three areas.
1. Customer Data Privacy
At our fingertips, we have access to so much quantitative information about ourselves, our health and our personal lives — something we once considered to be private. Yet people are realizing that this data is available to companies, too.
Privacy and personal data are at the center of a lot of important conversations, and they're becoming exponentially more important. Spurred by the European Union's General Data Protection Regulation, the U.S. is now considering its own version of data protection laws and policies. Because of this, and continued data breaches or privacy concerns with big social media channels constantly playing out in the media, people are becoming more concerned about their privacy — so much so that I think many of them may stop engaging on said social media channels.
Marketers have a responsibility to handle people's personal data with care. As you craft your marketing strategies, keep customer data privacy top of mind.
2. Search Engine Marketing And Optimization
Every campaign, blog post or sponsored post is competing with every other campaign, blog post or sponsored post. Our audiences are going through a content shock — or, in other words, a content overload. And it seems that the only cure may be for them to avoid all forms of marketing. This may pose a substantial problem for organizations with a message to share. That’s why I believe that search engines are — and will remain — one of the most neutral grounds for organizations to meet their potential customers.
Companies that focus their efforts on search engine optimization can provide relevant information to their customers who are still in the fact-gathering and searching phase of their buying journey. By providing content they can use to make decisions, and making it easy to find, you can help make your company and content top of mind when it comes time for them to make a purchase.
3. Account-Based Marketing
I believe it's time for marketers to take the long view with their customers — the really long view. One of the most successful and efficient ways to do this is to employ an account-based marketing (ABM) program. In short, ABM is a strategic marketing approach that targets the best-fit accounts for sales and marketing efforts. ABM helps companies take the long view with customers because it requires the creation of a long-term strategy and requires companies to consider their long-term goals with acquiring an account.
The entire process is a multichannel, highly targeted approach to marketing. And although some ABM tactics can be done offline, some of the most effective ABM tactics — such as IP address-targeted ads, customized website experiences and personalized videos — occur online.
By targeting the right customers and delivering content that's exclusively relevant to them, companies can extract a lot of waste from their marketing and merge marketing and sales efforts with much more deftness. ABM takes fundamental marketing and flips it on its head. The result is a marketing system that can run efficiently.
Companies that are looking to get started with ABM can begin by identifying their ideal customer profile and dream accounts.
As you prepare for the next year and begin to consider where to invest in your digital marketing infrastructure, bear in mind these three areas of digital marketing, and consider how they can or will affect your organization. I believe that by doing so, you can set your organization up for a successful future in an ever-shifting marketing landscape.
Forbes Agency 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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df43baf38c622f75836cbf8e16bc6d40 | https://www.forbes.com/sites/forbesagencycouncil/2019/05/30/13-tips-for-crafting-an-engaging-email-campaign-that-garners-leads/ | 13 Tips For Crafting An Engaging Email Campaign That Garners Leads | 13 Tips For Crafting An Engaging Email Campaign That Garners Leads
While other marketing methods have shot to the top of company outreach strategies, email has often been left behind. Perhaps its “bad rap” comes from the consumer tendency to view marketing emails as spam—even if they contain valuable information or deals—and either ignore or delete them unread.
But when crafted correctly, an email outreach campaign is an invaluable tool in the marketing toolbox. The key is to make the email matter with a goal, clear message and memorable word choice. So what can marketing teams do to make their email outreach more effective? Below, 13 members of Forbes Agency Council share their best tips for ensuring that email campaigns capture leads.
Members of Forbes Agency Council offer tips for crafting marketing emails that capture leads. Photos courtesy of the individual members.
1. Segment Your Audience
It doesn’t matter when you sent an email—if it’s irrelevant, it’s annoying. The first thing you should do before starting any outreach campaign is to segment your audience. Each of your marketing messages should be tailored to a particular recipient if you ever want your messages to be opened. Start personalizing from the subject line and make a message so personal they can’t ignore it. - Solomon Thimothy, OneIMS
2. Provide Helpful For Each Reader
Providing helpful content is the most important consideration for your emails. You need to provide relevant and useful information for your audience so that you are considered a resource for them and not just another email in their inbox. The next piece of this is to ensure your content is aligned with that specific segment. Remember that not all content is relevant to your entire database. - Elyse Flynn Meyer, Prism Global Marketing Solutions
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
3. Steer Clear Of The Spam Box
When it comes to capturing email leads, first things first: Avoid the spam box. If your emails are landing in the spam box, there is absolutely zero chance of capturing email leads. Webmail providers are cracking down, and spam filtering is becoming more rigorous. Taking the necessary steps to ensure your emails are not getting flagged would be the first step. - Randy Soderman, Soderman SEO
4. Use A Customer Resource Management System And Follow Up Regularly
We make sure that the form itself is created in a program that will automatically populate the company’s CRM and also email that information to the inside sales team. As a marketing agency, we meet with that sales team regularly to gain feedback on the quality of leads and ensure they are being followed up. The regular, ongoing personal interaction with the sales team makes all the difference. - Francine Carb, Markitects, Inc.
5. Provide Value
Give, give and give more. Every email that hits an inbox should offer so much value for free that the recipient can’t help but wonder how amazing your paid product/service must be. Based on the value you send free of charge, email recipients should feel indebted to you as soon as they hit open. By playing the email version of the giver’s game you win credibility, trust and fans. - Katie Harris, Spot On Solutions
6. Stick With The Basics
Email outreach is bound by the same rules as other channels: The audience should be targeted, the content should be relevant and the call-to-action should be strong and clear. If your email outreach isn’t checking off those three boxes, you’re doing it wrong. Most underestimate the effort required to create an effective program. The key is to produce regular content to resonate with your reader. - Kenny Eicher, The CSI Group
7. Use Punchy Subject Lines
Every email needs a punchy subject line to give a reason to read. Email campaigns need to be short, quick to the point and visually interesting and offer true insights into the subject. No one needs to read email advertising. Make it smart and deliver information that has true value to your audience. Make your email less promotional and more knowledge-based. Give just enough to get a call. - Pat Fiore, FIORE
8. Have A Single Clear And Simple Call-To-Action
The quickest way to end up in spam is to add multiple links to your email newsletter directing to different landing pages. A common theme among our most successful email campaigns is a clear call-to-action. Whether it’s to download a white paper or register for an upcoming event, we always make sure that our emails only ask recipients to take one simple action. - Darian Kovacs, Jelly Digital Marketing & PR
9. Understand Your Objectives
Be crystal clear on the goal of your email. Is it nurture, lead generation or qualification? Understanding the objective of your email will help you determine your tone, content and calls-to-action. If it’s a quarterly newsletter, for example, include relevant resources and CTAs focused on education. If it’s lead generating, include content that is qualifying and sales-oriented CTAs. - Natalie Nathanson, Magnetude Consulting
10. Get To The Point
Getting so many emails can be overwhelming, so I’m always very aware of what kind of information they need to read to get what the message is about at first sight. Forget about objects that do not reveal the content of your message. Work the layout and get to the point. A beautiful image, nice fonts and consistency with your branding as an agency is key. - Sarah Hamon, S2H Communication
11. Be Thoughtful
Email marketing can be an invaluable tool; however, it has lost some of its luster. It’s a “free” way to market, so it can be abused. Keep your list clean—make sure you’re making it easy for people to unsubscribe and removing unsubs, and remove inactive prospects. If you can personalize your message to your list, time where they are in their journey and use email sparingly, you’ll be successful. - Jacob Hanson, PR with Panache!
12. Make It Personal
Give your audience something real to grab onto and genuinely connect with. We’ve had the best success when we’ve taken a much more natural approach to storytelling, as opposed to using it simply to toot our own horn. Keeping our narratives short and simple and sharing real stories about real people allows for a deeper human connection than marketing-speak or cold, dry case histories ever could. - Leslie Licano, Beyond Fifteen Communications Inc.
13. Map Out A Conversation
When you’re building out a new sequence, approach it as a conversation—as if you’re walking up to them at a networking event. Introduce yourself, address their problem with a solution, offer up something free, make sure they’re the right contact and close the deal or gain their trust. From there, it’s just nurturing your relationship and making sure they’re happy with the results. - Matt Bowman, Thrive Internet Marketing Agency
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206613ddae4d052107fa4ae10d57fea3 | https://www.forbes.com/sites/forbesagencycouncil/2019/05/31/four-steps-to-creating-better-marketing-research-questions/ | Four Steps To Creating Better Marketing Research Questions | Four Steps To Creating Better Marketing Research Questions
For marketers, research is a foundation for sound decision making. Data that's gathered from research can provide direction for new product development, AI, big data and marketing strategies. Good research is designed to answer a single research question. But in order to get there, marketers must first determine the right question to ask.
A research question addresses an unknown that research will attempt to answer. It's the reason for your research, and it keeps you focused on discovering actionable answers. Taking the time to define the research question ensures that marketers seek out answers to the right questions and, ultimately, create recommendations that drive results.
Think of it this way. Compare a doctor who rushes into prescribing medication to one who takes their time diagnosing the symptoms. Which do you prefer? Aimless research may gather interesting trivia and facts but taking the time to find the right research question will help marketers collect meaningful answers.
Based on the steps our own research team has adopted when working with clients, here are some ways to find a succinct marketing research question:
Identify the problem.
A researcher’s primary goal during this step is to understand the need for the research. Despite the benefits of a client telling you firsthand what they believe the problem is, their answers may not lead you to the right question. A client may give you 12 problems instead of one, or they may list symptoms of a problem rather than the root issue that needs to be addressed.
In order to combat these obstacles, researchers need to ask probing questions that dig beneath the surface. For example, a client may suggest that low social media engagement is the problem they’d like the research report to solve. A good researcher could challenge them by asking questions such as: "If we find the reason you’re experiencing a low level of social media engagement, how would you use that to improve your business?" The client’s response may uncover insights that bring you closer to the real need for the research.
Define the research problem.
The right research question is one that seeks out actionable answers to real problems. Researchers in this step define variables that could lead to the problem declared in the step above. It's important for researchers to continue to work with their clients on restating the research question until they find the one that would truly satisfy substantive needs.
An example of a problem might be low sales. This could be attributed to weak sales team morale, poor packaging, shortcomings with a PR strategy, or low-quality products. These are all different variables that beg different solutions. Once identified, researchers should dig deeper into these variables to assess their significance to the client, and the client’s willingness and ability to address them. Digging deeper means asking the client a series of questions that explore each path, such as: "What percentage of your sales team hit their assigned targets?" or "Have you experimented with different packaging and measured how that impacts sales?"
Typically, researchers and clients interact frequently to define the research problem. As in most team projects, the result of the collaboration doesn't necessarily deliver the right answer the first time. Groupthink, burnout and other factors can sometimes influence the quality of the defined problem. This is why researchers must dig deeper by challenging the question.
Challenge the question.
When reviewing the research question, think SMART. Test your research question by asking if it is specific enough to solve the identified problem. Check if the question is measurable -- can you measure the impact of the solutions proposed? Test whether or not the research question is attainable given the availability and accessibility to the information required to examine it. Check for the relevance -- is your question solving the problem that keeps your client up at night? Lastly, be realistic with the project’s deadlines. Can the solution to this research question be accomplished within the time allocated for this project?
Realign with the client.
A hypothesis is an excellent way to offer more clarity about the validity of the question. It also presents a well-packaged forecasted solution to the research question. This is where you inform your client on what problems would be explored, and propose the hypothesis as a possible result. If your client has a different vision, you should change your research question. During this time, researchers should check their questions by asking: "If we were to find that X causes Y, how would that impact future decision making?"
Take your time coming up with the right research question. The steps listed above are not limited to the sequence presented. Researchers frequently find themselves turning back to the drawing board after checking the question with the client. This is normal. To maintain momentum and motivation, remind your team that the right research question lays a strong foundation for valuable research. It outlines the research design, the sampling plan and the design of the questionnaires. A poorly written question, on the other hand, leads to results of little value.
Forbes Agency 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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310c27ae1d82fe4aa219a43ee082c053 | https://www.forbes.com/sites/forbesagencycouncil/2019/05/31/six-tips-for-developing-an-effective-marketing-plan/ | Six Tips For Developing An Effective Marketing Plan | Six Tips For Developing An Effective Marketing Plan
As a marketer, you may be tasked with the creation of a marketing plan for your company or client. While there are many ways to go about developing such a strategy, knowing how to make it effective for the brand is essential to being successful with its implementation.
From customizing your message to staying in-touch with what your competition is doing, there are several aspects to take into consideration when building a marketing plan that can provide the results you are looking to achieve. To help you uncover what it takes to create a marketing strategy that will thrive, six members of Forbes Agency Council share their best tips, below.
Members discuss some things to remember when crafting an effective marketing plan. Photos courtesy of the individual members
1. Tailor Your Messaging
When creating a marketing plan, clients often have a hard time thinking about their product from their customers' point of view. In order to develop a successful marketing strategy, whether business-to-business or business-to-consumer, it's essential to tailor the messaging, ad copy, ad creative and ad placements so that the campaign resonates with the target audience. - Seth Geoffrion, Vrrb Interactive
2. Be Flexible In Your Approach
Marketing plans are just that, plans. Once put into practice, you will quickly know what is not working. It is important to be flexible in your approach. Don’t be afraid to shift as needed. It is imperative to A/B test, see what works and lean into those successes. More often than not, what we think will be our core strategy is adjusted by the response we get from the consumer. - Ryan Sprance, Kaihatsu Media
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
3. Don’t Overlook The Competition
When a marketing plan is in development, don't make the mistake of overlooking your competition. I see too many marketers checking stats and response rate averages, yet failing to blind-shop the competition to see what they offer or how aggressively they market themselves and follow up. Going in blind on marketing "best practices" without a clue about what your competition is doing is a disaster in waiting. - Joy Gendusa, PostcardMania
4. Stay Faithful To The Goals
It's a simple thing, but crystallizing on the goals of the program and mapping a route to achieve those goals often gets lost in the pursuit of a creative idea, a target budget or a deadline. Being faithful to knowing whose behavior you want to change and when you need to change it requires discipline—and sometimes courage! - Daniel O'Connell, Brand Definition
5. Focus On Customer Preferences
Putting your company or product needs ahead of customer preferences can get marketers into trouble. Although it is essential to identify corporate objectives as a first step to strategy creation, it's wise to flip the mirror around and review your plans from the customer's point of view. If you don't like what you see, the customer probably won't either. - Bill Hanifin, Hanifin Loyalty LLC
Read more in How Can Brands Leverage Technology To Better Connect With Customers?
6. Identify The High Priorities
Marketing plans are typically overly aspirational. Practically all businesses wish to accomplish more with their marketing than is realistic. It's fine to create a marketing "wishlist," but critical to generate a feasible strategy of high priorities as to not set your team (or yourself) up for failure. Additionally, by focusing on too many activities, even the important ones will suffer. - Bill Gadless, emagine
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071f551b62753f6cbfbe778d1b6cc1d1 | https://www.forbes.com/sites/forbesagencycouncil/2019/06/04/is-your-business-failing-to-scale-create-a-peoplepeople-plan/ | Is Your Business Failing To Scale? Create A People+People Plan | Is Your Business Failing To Scale? Create A People+People Plan
No matter the size or industry, most companies need customers, employees and processes to achieve growth goals. As the founder of a growth consultancy, we work with organizations to break through these barriers and over time have recognized that while there's an array of reasons that businesses fail to scale, many experience similar challenges, such as:
• Struggling to align marketing to support sales outcomes
• Losing the war for attracting and keeping top talent
• Lacking technologies and expertise to automate business processes
• Struggling to access operational metrics to guide growth decisions
• Getting everyone in complete agreement on where you're going and how to get there
While a strategic road map can help companies achieve their growth goals, we encourage them to create a People+People plan. It's a foundation and activation strategy that centers on the mission of attracting, engaging and retaining both clients and talent. It involves empowering all of your functional departments — operations, sales, marketing, finance and human resources — through alignment. When you give your operating team clear roles, responsibilities and a shared vision, you can build a platform to scale. It seems simple, but stop and think about how many companies are actually getting it right.
Here's how to start with a People+People plan.
Align Your Purpose With Your Plan
Employees and customers want to work for and with brands that they believe in. Writing a vision of where you want to be at a point in time, agreeing on core values and outlining a strategic road map to your goals may not be easy, but companies that invest in aligning their purpose with their growth plan are outpacing their competition.
The authors of Firms of Endearment studied the performance of purpose-driven companies, including Southwest Airlines and REI, and found that over a 15-year period, these companies had cumulative returns on investment that were 14 times higher than the S&P 500 and six times higher than the companies showcased in Jim Collins' Good to Great.
Businesses can align their purpose with their growth plan by weaving why they do what they do into their brand story. It's important for customers and employees to know what you stand for. Focus your brand story on what you want people to remember about you, what makes you human and what makes you different.
Win The War For Talent
Once you've established your purpose and your mission is clear, you can articulate what it means to work for your organization in your brand story. Include elements like your office environment, and weave your brand story into your career site, job descriptions and company philosophy.
Developing an employment brand strategy is a critical element of your growth plan, and ideally, it should mirror the approach you're using to attract and retain customers. Understand the characteristics that you seek in your workforce, and create an ideal employee persona. Then build a campaign to attract, retain and engage employees.
Retention communications are a crucial part of this strategy. Consistent and regular internal communications help keep everyone engaged and on the same page about where the company and their career is heading.
Unify Your Marketing And Sales Teams
Sales and marketing can be best friends, but they rarely are. Unifying these teams starts with agreeing on goals. We often find that companies set growth goals for sales revenue, but they don't break down how they will meet these goals. Forecasting where business growth will come from — new customers or existing customers, and in most cases, a mix of both — can help you plan your marketing budget and campaign focus.
Once you've narrowed that focus, it's important to understand your ideal customer persona so you can build a go-to-market campaign and create content that tailors your message to each buyer. Often, marketing teams don't produce the sales tools, such as case studies, return-on-investment calculators and lead nurturing journeys, that can fill gaps in the sales process. Understanding your teams' strengths and what can be optimized can help align your marketing and sales teams.
Build A Digital Transformation Road Map
Technology is the backbone of your People+People plan; it can support and enhance every part of your organization. But digital transformation is about more than automation; it's about transitioning the use of technology as a support function to the front line of what your company offers. Business technology stacks can support every touch point in a customer and employee experience, bringing information together in a single source of truth.
To build a tech transformation road map, conduct an audit of your current state. There are probably more platforms used in your day-to-day operations than you think. Likely, there may also be some significant areas of opportunity. Define the value of each gap, and prioritize where you can upgrade, choose a new platform or build a custom solution. Then create a road map, with a detailed timeline and outline of costs, to get to that future state.
Keep Score
How do you know what success looks like if it's not stated and you don't measure it? Surprisingly few organizations set goals and keep score, yet there are many robust entrepreneurial operating systems to guide you. At our company, we follow the principles laid out in The Great Game of Business (I'm a GGOB practitioner).
Having a measurement system — or in our case, a scoreboard — can help you be clear on what goals exist and whether you're on track to meet them. Part of a People+People plan includes establishing a set of goals and a scoring system that tracks progress in each functional area of your business. Scorecards for sales and finance are pretty common. Consider also creating scorecards for employee retention and productivity, which are critical business drivers that can have major impacts on growth and profit.
If your business has stalled, you're not alone, and there are breakthrough strategies that can help, provided you're willing to embrace change. Building a People+People plan considers growth first, but not at the expense of customers or employees.
Forbes Agency 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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5bd967dbdb8fbdfddd5476b51f433228 | https://www.forbes.com/sites/forbesagencycouncil/2019/06/07/how-to-find-a-stellar-web-development-agency/?sh=45968ea24174 | How To Find A Stellar Web Development Agency | How To Find A Stellar Web Development Agency
Here’s the scenario: You need a website, and you want it to look professionally done. You don’t have the time (or necessarily the knowledge) to build
an effective, aesthetically pleasing site
on your own, and you don’t want to employ someone in-house to do it, either.
The solution? You decide to hire out for your web development, but with so many agencies available, which one should you choose?
Well, you’re in luck. You’ve stumbled upon this article, and I'm here to give you a few key points to consider when hiring a design agency. Spoiler alert: The most telling factors aren’t mind-blowing, but they are extremely important if you want the job done right.
Experience
As with any project -- whether it’s building your house or fixing your car -- you want to make sure that the people doing the work know what they’re doing. Look for an agency team with at least a few years of experience under their belt. (And if you’re planning to create a large, highly customized site, look for a place that has more than just a few years in the business.)
Experts understand that half the battle in creating the perfect website is understanding the client -- their brand, tone, strengths and shortcomings. Before any work begins, supply the agency with your brand guidelines and a style guide. If you don't have these items, your chosen agency should work with you to create these. If they don't have the capacity or resources to develop these pieces, look inward to your own staff or another external agency for help. At our own agency, we don't move forward with any website project without these because they provide concrete direction and rules on how to work with the brand.
Also, have you heard of the terms "sitemap" or "wireframe"? Your design agency had better. If not, run (quickly)!
Portfolio
Do yourself a favor and set aside at least a couple of hours to vet the work of the agencies you’re considering. Their portfolios will give you an idea of the quality and style of their work. Are they industry-specific? Do they incorporate best practices for on-page SEO? Can they design for e-commerce? You need to know their capabilities.
Team
An agency's team should be knowledgeable in many areas: web development, design, writing/editing and SEO, just to name a few. Look for agencies that employ specialists specific to those areas, where that’s all those employees do each and every day. Can a brain surgeon do open heart? Maybe. Would you rather have a heart surgeon? Yes.
References
One of the best ways to find a web agency is to ask around. Check with other businesses that have stellar websites and see who they used. Or, if you’ve already contacted some web design agencies, ask for references within a similar industry, budget or goal.
Cost
How much you spend depends heavily on the size and scope of your project. Do you need to incorporate e-commerce shopping, custom programming and design, content development or regular maintenance? If so, expect to pay more.
Each agency has a reason for the price they give. Check with a few to see what their costs are, and if one is significantly higher, ask why. There may be a good reason for the price difference. Digging a little deeper gives you the information you need to make the most informed decision.
Further Consideration
This list is not exhaustive by any means. There are other elements, such as the agency’s physical location and marketing capabilities, that may be important on an individual basis. It all depends on your goals.
When you’re looking to hire an agency, act as if you’re hiring an employee. Don't assume they can do the job just because they say they can. Interview them. Ask questions about how they do their work, and be specific about your needs. With a little bit of research and effort, you'll find your perfect agency match.
Forbes Agency 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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42f85a9cc5d268d166e3f3da8d28d3f6 | https://www.forbes.com/sites/forbesagencycouncil/2019/06/12/how-to-hack-your-brain-and-level-up-your-emotional-intelligence/ | How To Hack Your Brain And Level Up Your Emotional Intelligence | How To Hack Your Brain And Level Up Your Emotional Intelligence
Emotional intelligence (EI) is all about self-evaluation. At its core, it's a skill to help you better understand yourself and the way you interact with the world. This can help you in the workplace, with your partner, within your social network and really within all aspects of your life.
Having a deep understanding of yourself and your emotions can allow you to internalize your personal traits in a way that will work to improve the way you interact with others and the way you go about your everyday tasks. Below are three ways you can use EI as a tool to be a better business leader:
1. Show empathy.
As pointed out in this article, Serena Williams at last year's U.S. Open showed a perfect example of empathy. While experiencing what she perceived as unfair treatment from the umpire, Serena was flooded with emotions. However, during the medal ceremony, she decided to switch off her own anger to celebrate Naomi Osaka's win. This only could have happened through a moment of self-evaluation where Serena made the decision to either consume herself with her own sentiments or take an empathetic turn to support Osaka. This shift amped up her fans, causing them to switch from booing at injustices faced by Serena to cheering for Osaka.
Instances of perspective, control, self-evaluation and empathy can be challenging but are well worth it in how you connect to and are perceived by others. In business, empathy can allow you to figure out what your partners, employees and clients are actually trying to accomplish. The ability to understand them, and the ability to use that knowledge effectively, can provide you with the utmost value possible. To be a great leader, you have to be a great listener.
In my case, I always think about somebody I’ve always aspired to be or to be like. Having a mentor is wonderful, and to be the most empathetic leader, I try to be a mentor for my employees and my team -- in making sure they grow not only professionally within our company, but also personally. I try to give people more than just a job.
2. Seek out feedback.
In my opinion, self-awareness, self-management, social awareness and relationship management make up the difference between how you see yourself and how others see you. Your assumptions and personal narratives can sometimes work against you in understanding how others perceive your actions.
Since each person has their own set of histories and experiences, each person perceives others in their own wholly unique way. Ask for feedback from your colleagues, friends, families or a counselor to get a better understanding of how you are perceived.
For example, it's very likely that many people claim to be good listeners, but are they actually? Getting external feedback brings to light areas for improvement that you otherwise would have missed.
Improving these skills and gaining a better understanding of your own self-perception can help the way you form relationships with others in all aspects of your life and career.
Asking for feedback has allowed me to pinpoint areas where I need work, which I would have otherwise been oblivious to. By constantly getting feedback and comments from our project managers, team leaders and chief of staff, I gather a lot of qualitative feedback. It allows me to optimize so many hours of work, focus and dedication to that feedback and allows me to take a step back and analyze the overall picture. I engage personally with everyone’s feedback, and it has been a way to optimize our company growth.
3. Keep yourself in the driver's seat of your emotions.
As author Justin Bariso writes in this article, an emotional hijack is "a situation in which emotions overrule our typical thinking processes." In cases such as these, we are often forced to choose between a "fight, flight or freeze response." To avoid having reactions you might regret, Bariso recommends reflecting by asking yourself questions about the event. For example, if a driver cuts you off, a common immediate response would be fury toward the driver and viewing it as a full-fledged personal attack. By taking a step back to assess the situation, you will come to find other scenarios that actually make more sense than the personal attack narrative your brain jumped to.
To keep my own emotions in check, I've always believed in positive thinking and aspiring to protect the downside of a situation. At the same time, you don’t want to mislead anyone. You can be a wonderful entrepreneur with a positive outlook on everything, but you have to think about the challenges so when they come along, you’re ready. Running a service-based agency, my responsibility is to grow my clients' businesses, so I've practiced understanding my clients, feeling for them and having empathy. With experience, I have learned to handle this pressure. People who can handle pressure can be entrepreneurs and be successful, and you'll eventually learn when to go into something and when to get out of something.
These are a few of the many ways to keep yourself in control of your emotions while allowing for a deeper understanding of yourself. By practicing empathy, getting external feedback and thinking through your reactions, you'll be able to restructure the way you interact with colleagues in the workplace and improve on your reaction and problem-solving abilities when faced with conflict. Starting your own journey of self-discovery and evaluation will be your first step toward self-improvement that will surely be felt in the workplace and beyond.
Forbes Agency 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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8d5abc48e9437acc0f8efd5a967a1724 | https://www.forbes.com/sites/forbesagencycouncil/2019/06/14/12-tips-for-building-a-b2b-marketing-campaign/ | 12 Tips For Building A B2B Marketing Campaign | 12 Tips For Building A B2B Marketing Campaign
Business-to-business (B2B) and business-to-consumer (B2C) marketing may have similar elements, but there are many important differences that need to be considered to create successful campaigns. For example, with B2B marketing, there are often multiple perspectives to consider, and business clients may be more focused on the bottom line than on a unique experience.
Agencies with a varied client base need to be adept and agile at switching focus from B2C to B2B campaigns. Such agility starts with recognizing the key common characteristics that distinguish B2B marketing. Below, 12 Forbes Agency Council experts share their suggestions for building business-focused marketing campaigns.
Members of Forbes Agency Council discuss strategies for building a successful B2B marketing campaign. Photos courtesy of the individual members.
1. Build Long-Term Relationships
Businesses look for proof that a company can serve as a reliable part of their supply chain or IT organization for the long term. B2B marketing recognizes that there is more than price and product at play in a successful vendor relationship. - Kim Charlton, PMG (Pinnacle Marketing Group)
2. Know The ‘Who’ And The ‘Why’
B2C marketing targets a single decision maker. With B2B, there are on average seven decision makers who are each assessing your solution from a different perspective, like financial, operational, marketing and human resources impact. Step one: Ensure you know who the decision makers are. Step two: Ensure the content of your campaign addresses the perspectives of each stakeholder. - Andrew Au, Intercept Group
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
3. Offer Rational Reasons
An appeal to emotion typically wins in B2C marketing. In other words, when marketing to consumers, a winning strategy includes developing emotional connections and backing them with rational bits. B2B, on the other hand, goes through a more in-depth screening process. Decision makers in businesses are logic-driven and are trusted to find and defend the best possible solutions. - Ahmad Kareh, Twistlab Marketing
4. Tell Them How You’ll Make Their Business Better
A B2C campaign is very direct in that it shows how a company’s goods or services directly impact the consumer. A B2B campaign’s focus is one company impacting another to make the second company better. The campaign’s value proposition has to be in making it easier for the other company to be more profitable, organized or efficient, and how those attributes will convert into long-term sales and growth. - Henry Kurkowski, One WiFi
5. Remember Business Buyers Have A Lot At Stake
Research proves that emotional factors impact B2B buying decisions more than B2C purchases. Why? When buying a computer for your personal use, your risk is the cost of that computer. When buying an ERP system for your company, you’re risking your job and livelihood. B2B campaigns need to address the emotional components of the buyer’s journey and not simply send stereotypical, rational messages. - Patricia Rioux, Team ODEA
6. Emphasize Solutions, Not Features
One of the biggest differences to keep in mind is that when it comes to B2B marketing, you are trying to provide an overall solution as opposed to a single product. This means that your messaging will often need to be centered around selling the problem you are solving rather than the features of your product. Focus on the problem you solve best, like speed, accuracy or a streamlined process. - Bernard May, National Positions
7. Carefully Consider The Buyer’s Journey
When it comes to B2B and B2C marketing, the approach can be quite similar. However, because B2B purchases can often be a much larger investment, it will take longer to build trust and close the deal. Consider the buyer’s journey of your B2B product and think about all the touch points and questions your audience will need to have answered before even committing to a meeting with your sales team. - Matt Bowman, Thrive Internet Marketing Agency
8. Create A Strong Buyer Persona And Path To Purchase
In the B2C world, nearly everyone is a potential consumer, and driving awareness requires a broad reach. B2B marketers can tightly define and segment their audiences by job titles, pain points and communication channels. Investing in the creation of a strong buyer persona and defining the digital path to purchase is foundational to any successful B2B campaign. - Keri Witman, Cleriti
9. Focus On The Bottom Line
Businesses typically have specific goals that relate to their bottom line, while consumers are seeking an experience, service, education or engagement. Content shared in a B2B format versus B2C is completely different, from the language to the assets and even the length. Consumers want brevity, visual excellence and authentic experiential content, while businesses often seek stats, results and numbers. - Scott Kellner, GPJ Experience Marketing
10. Be Patient—B2B Sales Take Time
While the aim of both B2B and B2C marketing is to make a sale, the time it takes to reach the end of the sales funnel greatly differs. With B2C marketing, a consumer might see a product they like and purchase it on the spot. B2B, however, typically involves buying a service, so fast purchases are less common. B2B marketers should expect weeks of building a relationship with a lead before they convert. - Adam Binder, Creative Click Media
11. Identify And Address Pain Points
The main difference between B2C and B2B marketing is that you’re addressing the pain points of an individual versus a company. The pain points of an organization are multilayered; therefore, when adopting a B2B marketing strategy, you need to be clear about how all the pieces play together and how you can make a difference for that business. - Drew Gerber, Wasabi Publicity, Inc.
12. Find Ways To Make Them Money
A B2C marketing job can be more about cutting through the noise and appealing by some virtue of differentiation. When marketing in the B2B world, the competitive category homework still needs to be done, but we advise looking for ways to make the target audience money, such as providing a superior product or service to resell, streamlining operations or developing a way to help them grow their business. - Patrick Nycz, NewPoint Marketing
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653e14457b6e0ce15f2012bef2d44132 | https://www.forbes.com/sites/forbesagencycouncil/2019/06/19/six-ways-to-help-a-client-with-impractical-ideas/ | Six Ways To Help A Client With Impractical Ideas | Six Ways To Help A Client With Impractical Ideas
You’ve heard it said countless times: “The customer is always right.” But sometimes, that’s simply not true. When you follow every single idea your client has—even the bad ones—the final products the clients get won't have the impact they could have had.
But even the haziest "let's do this" ideas sometimes have kernels of greatness within them; you just need to draw them out and reshape the approach a bit. So what works? Below, members of the Forbes Agency Council discuss ways to best help a client who's passionate about an idea that agencies are certain just won’t work. Here is what they advise:
Members discuss a few ways to help clients who have locked in on ideas that may not work out as well as they hope. Photos courtesy of the individual members.
1. Provide Strategic Guidance
Sometimes, the clients love what they love, and there's no way around it. We provide counsel about why we don't think the idea will work, offer alternatives and sometimes compromises, but make sure our voice is heard with our concerns. We cannot and will not just take orders; our job is to provide strategic guidance. - Katy Boos, Remix
2. Establish Trust
First, be honest. Sometimes we (the royal creative agency we) haven't yet established trust with a client, and that's where a situation like this gets tricky. Second, share your experiences (positive and negative) freely. Third, do the work. We can't let our egos hold us back from a better idea the client has because they know their industry better. - David Farinella, Farinella LLC
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
3. Focus On Goals And Outcomes
I've found in these cases that the best is to use a mixture of techniques. First and foremost is compassion and empathy. What is it about the idea that they love? What is it about the idea that I don't like? Is there any opportunity for alignment or abatement of concerns? Assuming the answers to that is no, I shift the focus to goals and outcomes. By focusing on a specific metric or desired outcome, it becomes a lot easier to show the potential flaws or downfalls of an idea. - Kirk Westwood, Glass River Media
4. Back Up Your Claims
Our clients work with us because we're the experts in our field, and most of them desire totally honest and direct feedback. I present clients with a series of new ideas to achieve a better outcome than their original idea led to, backed by market research, trend data and a case study or two. There are times when clients have unique but unformed, poorly articulated ideas, so I tap into my own curiosity. If there is a chance that there is a kernel of something interesting in what my instinct says is unworkable, I brainstorm it and deliver a series of two or three concepts for discussion. - Serenity Thompson, A23 Advisors
5. Test Every Idea
Our clients hire us because we are experts. Today's digital landscape provides a multitude of ways to test ideas, strategies and concepts in an effective and efficient manner. Never let a great idea slip away. - Matthew Doud, Planit
Read more in 2019 Content Marketing Trends: Say Goodbye To Big Data And Hello To Big Ideas
6. Be Fair, But Firm
If we’ve done our homework and still believe an idea won’t work, we need to be proactive. In the words of legendary boxing referee Joe Cortez, you have to be “fair, but firm.” The client relies on our expertise, and we leverage that position of expert to passionately make our case. We also borrow from the improv comedy notion of “yes, and...” to ensure we always build on ideas and offer creative alternatives. - Ryan Cassin, Asset Agency
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139e239962fa3bf5323eb86366cea9c0 | https://www.forbes.com/sites/forbesagencycouncil/2019/06/20/five-tips-for-using-influencer-marketing-to-reach-gen-z/ | Five Tips For Using Influencer Marketing To Reach Gen Z | Five Tips For Using Influencer Marketing To Reach Gen Z
Members of Generation Z, born after 1996, are anything but a carbon copy of their millennial older siblings. According to a study by the Center for Generational Kinetics, Gen Z "is redefining who is influential in today’s marketplace. Rather than hanging posters of TV celebrities or athletes on their bedroom wall, Gen Z is following influencers on social media."
This younger group of buyers doesn't consider celebrities to be their role models. According to a Think With Google report, "70% of teenage YouTube subscribers say they relate to YouTube creators more than traditional celebrities."
Add to that the fact that a whopping 82% of Gen Z teenagers skip ads and more than 50% use technology to block ads, and you could almost dub them "Gen Zero In." As a group raised in a completely digital landscape, they’re in tune with the nuances of online messaging and, as a result, are unapologetically committed to authentic content and meaningful digital experiences. They’ve adapted to their duality of limited time and endless buying options — and that means they’re scrolling right by traditional advertising to laser focus on content with a foundation of integrity. It’s earned them the other term we use at our agency: "Gen Zeal."
So how do you reach this new generation who now has $44 billion in buying power? Meet them where they are. Despite Gen Z's weariness with the celebrity Instagrammer, influencers are one of the most effective ways to reach them — you just have to approach them differently than their millennial older siblings: through the unwavering authenticity and transparency of everyday people sharing real, consumer-first experiences.
Many Gen Zers are seriously into their social media sites. According to the Pew Research Center, 95% of teens have smartphones and nearly half are online "almost constantly." The trick for marketers is to pivot and approach Gen Z through the lens of their own passions and not our assumptions.
If you’re considering a Gen Z-targeted influencer campaign, take stock of these five tips:
1. Think Nano Over Macro
Gen Z is looking for a brand soulmate, not a celebrity endorsement. Remember: They were raised by skeptical Gen X parents who have an acute awareness of the 2009 recession, making them more likely to be pragmatic in the face of advertising. Nano-influencers have smaller followings, but they’re highly engaged, loyal and targeted — all varieties of social proof that can support the Gen Z desire for authenticity.
2. Get Visual
Gen Z is fluent in visual language. A single emoji can encompass the most nuanced endearment for them. They use Snapchat and Instagram and get a lot of the information they need via YouTube rather than the encyclopedia. Use fewer words and more imagery. Invest in quality photography that reflects their place in the world, trendy infographics and illustrated video. Try IGTV for long-form content that reaches them where they are and Instagram Stories for added bite-size interactivity.
3. Take A Stand On Issues
Consider this: Over 50% of young people have purchased a product to show support for the issues a brand supports. Many Gen Zers equate buying power with social activism, and they support brands who align with their vision of the world. Think less about using influencers to sell your product and more about leveraging them to tell human-first stories that help build loyalty and alignment with a Gen Z audience.
4. Be Nimble; Be Quick
Gen Zers flip through data and make decisions in eight seconds or less. They’re the first fully mobile generation, and they dart around their phones like hummingbirds in a flower garden. Catch their attention using quick, interactive elements like Instagram Stories stickers that let them engage. Try sharp, short videos with subtitles, and build a strong brand presence that cuts straight to the chase.
5. Focus Less On Brand And More On Quality
According to a study shared with Marketing Dive, Gen Zers are far less likely to be wooed by clever brand names and focus on price and quality over logo and status. Try leveraging influencers to provide and share honest testimonials via targeted shopping platforms like Instagram, where a five-star rating can quickly inspire a split-second decision to purchase.
Finally, let’s not malign this generation. We wrote millennials off as being self-indulgent and entitled, and now they make up 35% of the workforce and spend $600 billion a year. Gen Z is knowingly challenging marketers to create innovative content that evolves beyond the confines of the typical purchase funnel and truly speaks to their human experience. They are newly empowered buyers whose endless product options mean they can be selective. They know it, and they’re not apologizing for it. And maybe that's a good thing for all generations.
Forbes Agency 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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a0694a3074d72cb644ce8c0da962e5bd | https://www.forbes.com/sites/forbesagencycouncil/2019/06/26/six-pr-and-marketing-tricks-for-promoting-complex-technical-concepts/ | Six PR And Marketing Tricks For Promoting Complex, Technical Concepts | Six PR And Marketing Tricks For Promoting Complex, Technical Concepts
Ever read through a few pages of a company’s website and still not understood what the organization offered? Or stared far too long at an ad or billboard, trying to grasp the basic premise and wade through the jargon?
Perhaps you’re just not that company’s target audience. But if you arrived at their content, you should be able to take away at least a bare-bones comprehension of what the business is selling. (And rest assured, it’s not you; it’s them.) What’s worse is if you are their target audience and they’ve missed a sale.
It happens all the time: Companies' otherwise gripping stories get lost in "inside baseball" language, meandering or complex explanations, or even manufactured phrases that roll off the tongue but offer little meaning. Maybe the team is so used to technical lingo that they don’t even recognize it as such, or maybe they think it sounds "cutting-edge." Whatever the case, it’s detrimental and all too common in today’s tech-centric corporate landscape.
At JSA, technical translation is our sweet spot. As specialists in the tech and telecom space -- and specifically, in the internet infrastructure sector (think data centers, physical network providers, optical equipment manufacturers and the like) -- most of the topics we help our clients promote rank pretty high on the technical scale. We’ve worked with blockchain companies, subsea cable providers, fintech specialists -- you name it. And while most of our clients are B2B and targeting at least semi-technical prospects, they still need coherent, digestible, strategic messaging that doesn’t get lost in translation. Here are a few tips:
1. Go back to the basics.
When you’re going through whatever messaging exercise works best for your team -- whether an on-site, all-hands workshop or hashing out a boilerplate over Slack or Google Drive -- try this simple, effective exercise: "Explain it to me like I’m [insert young age]." Reporters, who typically have to learn the basics about several, often technical topics every week, will often request this of their sources. It’s not to say that you must then market the concept at a first-grade reading level, but this approach is a great way to make sure the whole team is explaining key concepts clearly and succinctly.
2. Consider the audience (and for B2B, the audience's customer).
The companies and topics that are easiest to promote to prospects, investors and the media are the ones that offer clear, tangible and relatable benefits to their customers. For example, a fiber provider that links rural schools up with high-speed internet, unlocking a whole new world of global learning opportunities for students, is a compelling value prop.
But you have to find that story with even the most specialized of companies and concepts, such as a regional internet equipment manufacturer. How can you make its products as buzzworthy? Don’t forget to think about the everyday person who benefits from that equipment. In this case, it’s not just the huge telecom carriers that need these products to operate their networks, but also the students in that same classroom who reap the rewards down the line.
3. Go beyond text.
According to research, people remember 65% of information three days after seeing it if it’s paired with an image, and only 10% of that same information when presented without a visual. Plus, consider this: People following directions that contain illustrations and text perform 323% better than those using instructions without visuals. One more: 54% of 3,000+ consumers in a 2017 survey wanted to see more video content from businesses they supported. The point is, it’s increasingly important to change up the way you present information. Don’t do away with text, of course, but layer in infographics, videos (especially interactive videos, as we explain here), podcasts and other forms of content.
4. Match your messaging to your platform, and meet your audience where they are.
The tone and technicality of the content in a video that’s on your website’s homepage and social media should be completely different from that of a white paper that a few targeted prospects are downloading. And along the same lines, where exactly you post content and engage your audience should be very strategic and well-researched. Maybe you’re targeting sysadmins who frequent Twitter, Reddit and obscure blogs but never log in to Facebook. Perfecting this game of hide-and-seek is especially tricky when marketing technical B2B products. As always, keep a close eye on what’s working and what’s not so you can fine-tune quickly and iteratively. And don’t be afraid to survey your top customers to find out where they look for similar information.
5. Be honest about how technical your audience is, and speak to that audience where they are.
Similarly, take stock of which personas and titles you’re actually targeting. Maybe it’s highly technical IT directors who want to know the nitty-gritty details or, alternatively, C-levels who care less about how your product works and more about the business sense.
6. Secure media coverage, especially with mainstream publications.
You might be thinking, "Aren’t we here to learn how to promote technical concepts to the media?" Sure, but the media community is also a great way to exponentially amplify your story with powerful messaging. Journalists, especially the ones writing for mainstream publications, are trained to write in compelling, straightforward language. So if you can nail down messaging and a pitching strategy that explains to reporters the importance of your company or product (more on that here), journalists will do some of the work for you.
Overall, it’s stories that attract, retain and engage people, not the latest buzzwords, cutting-edge rhetoric or impressive product specs. It may be more difficult to find the right story and the best avenue for it when the company or product you’re marketing is highly technical, but that truth doesn’t change. As Ira Glass said, "Great stories happen to those who can tell them." Here’s to telling great tech stories!
Forbes Agency 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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474bdcf9b1be3a008759350bd2a99a67 | https://www.forbes.com/sites/forbesagencycouncil/2019/06/28/enabling-moments-of-truth-the-importance-of-strategic-employee-communications/ | Enabling Moments Of Truth: The Importance Of Strategic Employee Communications | Enabling Moments Of Truth: The Importance Of Strategic Employee Communications
Most companies and industries today are faced with some level of transformation. There are multiple forces that drive this transformation -- digital disruption, greater scrutiny of business practices, evolving regulatory requirements and increasingly discerning and well-informed customers.
As someone whose agency has been advising companies for 25 years, I have seen firsthand how many companies are increasingly recognizing the importance of strategic employee communications in helping to deliver evolving business needs during a crisis or significant change. However, most haven't yet fully embraced or recognized its value in improving customer experience.
The Value Of Strategic Employee Communications
Every Fortune 1000 company we have worked with has dedicated employee communications roles, and some have entire departments and teams focused on generating and publishing content that's specifically targeted at engaging their workforce.
What sets companies with the most sophisticated approach to employee communications apart from others is that they understand the connections between these four facts:
1. The majority of marketers believe they're competing on customer experience.
2. A better customer experience results in increased sales.
3. The most engaged employees deliver the best customer experiences.
4. Strategic and effective communications improve employee engagement.
The leading organizations that have embraced the value of employee communications understand that employee engagement is important because it impacts employee retention, commitment, individual performance and, in the end, overall company performance.
The companies that understand these connections put in place thoughtful, strategic communication plans developed to communicate change, align employees to the company's purpose and brand promise and inspire their teams to believe in leadership's vision and have confidence in the decisions being made to achieve the company's aspirations.
The Customer Experience Factor
While many leaders have embraced the value of effective employee communications during times of change, transformation or crisis, most have yet to recognize the full impact that ongoing strategic employee communications can have to improve customer experience and, further, increase sales and strengthen customer loyalty.
This is an interesting disconnect because there's no debate about the importance of customer experience. Business leaders and marketers across all sectors realize how important it is to any company’s business performance.
A study conducted by Gartner found that 81% of marketers surveyed expected to compete primarily based on customer experience. This is supported by research published by the Harvard Business Review, which found that customers who had the best experiences spent 140% or more on a company’s product or services than those who had poor experiences.
It’s widely accepted that customer experiences are the real moments of truth for any brand. Whether they’re in person, online or by phone, customer experiences are moments of truth driven by people. When you break down who delivers these moments of truth to customers, the linkage to strategic employee communications becomes clear. They're driven by the employees who are providing the product or service the customer is engaging with. When an employee is fully connected to and engaged with the company’s brand promise, values and supporting behaviors, they're more likely to deliver differentiating, on-brand moments to customers.
Effective Employee Communications Boost Marketing Communications
It's been our experience, and argued by others, that one important way employees become more engaged with their work is seeing a clear linkage between their role and the organization's goals.
This is where employee communications come in. When done right, employee communications can instill and maintain constant awareness and understanding of the organization's purpose and brand promise across the workforce, and ensure that every employee knows what their role is in achieving the company's priorities.
Because marketers expect to compete primarily on the basis of customer experience, leading companies approach customer experience with discipline, rigor and strategic thought in order to get the best return on investment out of their outbound message. But the success of that outbound message is dependant on the experience that employees deliver in those moments of truth when the customer is looking for the brand to deliver on the promise it has made. It follows that the same discipline, rigor and strategic thought must go into ensuring that employees think, feel and act in a way that will deliver the optimal moment of truth.
This cannot be accomplished if employees don’t have a strong personal connection to what their role is in bringing that on-brand moment to life. That connection is best instilled through storytelling that employees want to engage with, respond to and share with colleagues and possibly even with friends and family. The stories need to achieve several things simultaneously: They need to be as strategic, creative, engaging and measurable as the messaging that is received by the consumer through marketing communications.
To do that, here are a few tips:
1. Be compelling. Make sure the messages you share are relatable, authentic and easily accessible.
2. Provide context. Be clear about your company’s purpose and vision and provide employees with a clear line of sight to what’s required for each role to support and deliver on the organization’s shared vision and purpose. Remember, people like to feel they are a part of something larger than themselves.
3. Be consistent. Consistency applies not just to the messages that a company is sharing but also to how it incorporates its vision and purpose into expected everyday actions by employees. Recognize engaged employees when they act in ways that align with the company’s purpose and vision.
When done right, effective strategic employee communications help turn employees first into brand ambassadors, and then into advocates. This can have a powerful impact on improving business performance.
Forbes Agency 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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e14123ac932761e0bf440cf0ca60ad44 | https://www.forbes.com/sites/forbesagencycouncil/2019/07/08/12-tips-for-marketing-your-businesss-culture-to-both-consumers-and-future-employees/?sh=31a53fd47573 | 12 Tips For Marketing Your Business's Culture To Both Consumers And Future Employees | 12 Tips For Marketing Your Business's Culture To Both Consumers And Future Employees
Creating and showcasing a positive and welcoming company culture is imperative these days. Not only does this tactic attract new employees, but with how focused Millennials and Gen-Z consumers are on brand identity, it’s also beneficial in attracting these customers as well.
If you create an inviting culture and find an effective way to showcase it, then you can secure lifelong customers and truly invested employees. We know all of this can seem like a daunting task, so we've asked 12 experts from Forbes Agency Council to share their top tips and help you figure out the best strategy for your company.
Forbes Agency Council members give their best advice for showing off your company culture and attracting new employees. Photos courtesy of the individual members.
1. Embed Culture In All Of Your Content
Train employees and inform consumers. Customers and employees buy into the larger vision and culture of a company, but this culture must be embedded in your product marketing, your press releases, your recruiting efforts and your office environment. Culture is not just a line in your employee handbook or a blurb on your website. - Preethy Vaidyanathan, Tapad
2. Give Your Customers A Glimpse At The Real 'You'
Allowing your consumers to see who you are and where everything goes down, via social media, is a great way to market your brand. You can highlight different team members, tell their stories, share different retreats you go on that represent who you are as a company and give virtual tours of your office. Giving people this glimpse into the real 'you' is a great brand marketing tool. - Zachary Binder, Bell + Ivy
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3. Host Events
Have company-hosted events for your staff, clients and prospects. It's important to not only promote your company culture but to be active in the community and show that you're putting in the effort to maintain that culture. Happy hours, mixers, panels or open houses all promote company culture and are rewarding for everyone involved and invited. - Jennifer Wentzo, coded{PR}
4. Focus On How You're Perceived Externally
Few companies actually focus on the talent brand when it comes to the digital nature of their website. Paying close attention to how the company is perceived externally will have a direct effect on the candidates that are applying for jobs. If someone externally views your company in a different light, show them what you're made of and give them a reason to work for your company. - Lee Salisbury, UnitOneNine
5. Use Employees As Influencers
You can build a separate website or landing page (e.g., workingatIMA.com) to show what it’s like to be an employee of your company. Share video clips of a “day in the life,” reviews, quotes, images and so much more. Really give a sneak peek into the daily life of your company, then blast it out via your social media channels. Employer branding is key, and your employees are the influencers sharing the story. - Maddie Raedts, IMA - Influencer Marketing Agency
6. Utilize Video To Get Personal
At Hamacher Resource Group, we have found that our annual video holiday card is an ideal way to showcase our culture. Not only does it involve everyone in the company and give them an opportunity to demonstrate their uniqueness, but it also extends the conversation long after. This is one of the factors that has contributed to our company's recognition as one of the Top Workplaces in Wisconsin. - Dave Wendland, Hamacher Resource Group
7. Ensure Social Media Shows What It's Really Like
Today's employee is vetting you, and trust me, they're spending more time stalking you on your social media sites than they are on your website. Make sure your social media channels showcase what it's really like to work for you. Are you dog-friendly? Make sure your Instagram is filled with the office pooches. Do you have a cool office vibe? Feature photos of the team in those bean bag chairs on Facebook. - Danica Kombol, Everywhere Agency
8. Share Meaningful Stories
It's easy to share perks on social media, but it's much harder to ask individuals to be vulnerable and share stories of how they've demonstrated a core value. We have our core values at each office, with space for employees to share how they or someone else demonstrated living our core values—we have new stories posted daily and that's the content we share and want potential employees to gravitate to. - Saunder Schroeder, Disruptive Advertising
9. Keep The Conversation Authentic
Your culture can be your most valuable asset and should be protected and nurtured. This extends to sharing your culture story as a marketing tool. Keeping the conversation authentic and focused on the tenets all individuals work together to uphold will give audiences a sense of who you are while celebrating all you’ve built. - Mimi Lettunich, Twenty Four 7
10. Extend Internal Events For External Promotion
Extend an internal company volunteer or fundraising effort led by employees into an external promotion. Businesses blessed with great company cultures will naturally have employees who organize themselves to help one another or a nonprofit. When an effort starts from within and is encouraged by the company, then an external cause marketing campaign will be genuinely felt by the customers. - Kris Flint, Citizen Best
11. Ensure Your Staff Is Engaged On Social
Everyone wants to win “best place to work” awards and then tout this as proof of great company culture. But, I find that a better gauge is how employees behave in social spaces, particularly LinkedIn. When your staff is engaged, positive and regularly contributing to LinkedIn, people notice. A person who says something uplifting actually lifts up their company. - Randy Shattuck, The Shattuck Group
12. Celebrate Each Other
Millennials and Gen-Z's want to engage with authentic brands. If you are not one, they will feel it. One thing I see brands doing is celebrating their employees. They showcase their teams, explain what individual contributions each person makes, etc. For example, I've seen a clothing retail store share photos of their seamstresses with a massive "thank you" caption. I think it's a great move. - Solomon Thimothy, OneIMS
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3b54cab3675dacd45b9f09fe4870e202 | https://www.forbes.com/sites/forbesagencycouncil/2019/07/12/five-ways-to-create-effective-conversion-driven-influencer-campaigns/?sh=155b7aa945e9 | Five Ways To Create Effective Conversion-Driven Influencer Campaigns | Five Ways To Create Effective Conversion-Driven Influencer Campaigns
Following my last industry deep-dive, I wanted to take a look at conversion-driven campaigns. Conversion campaigns can bring about a great return on investment (ROI) and take your influencer marketing strategy to the next level.
Many brands and marketers still find it hard to measure the effect of influencer marketing throughout the full customer journey. But by building a strong conversion campaign in which you track everything from awareness to buying intention to final purchase, you can show not only eyeballs but measure direct ROI and money converted back into sales.
And this is just the start. With the launch of Instagram checkout, the golden age of influencer marketing and its conversion ROI is yet to come. Read on to find out how you can build a strong conversion campaign in the current space.
1. Build brand awareness first.
Most brands begin their influencer marketing strategies with a focus on brand awareness and then progress to conversion campaigns. But we've also had brands approach us wanting to include influencers in their marketing mix to drive conversion before establishing strong brand awareness.
Building brand awareness is essential if you want to progress to a successful conversion-driven campaign. After all, no one is going to buy from your brand if they don’t know you exist. One way to build brand awareness is to have a strong multi-tiered influencer strategy in which you carefully select an ideal influencer to tell your story, get your brand name out there, create content and get an initial buzz going.
2. Make sure influencers have a good quality score.
No matter what your objective is, all campaigns need high-quality influencers, but this is especially important for conversion-driven campaigns. Conversion-driven campaigns are all about results and, therefore, are underpinned by data and measurement from the start. So, selecting the right influencer is key, as is optimizing throughout, A/B testing and using historic results from previous campaigns to know which influencers convert better than others.
Every influencer has a different relationship with their followers; there is no right or wrong as long as the relationship is an authentic one. But it is up to us to define the right one for the right campaign.
At IMA, for instance, we have an internal benchmark we use to help us navigate this so we can classify influencers into top-performing categories. The benchmarks are made up of various data points, such as engagement rates, actual impressions of a post and earned media value of an influencer, that we've collected over the past 10 years.
Each influencer's engagement rates and follower demographics should be checked beforehand to make sure they have enough "influence" to take part in your campaign.
3. Take your audience into consideration.
Taking audience segmentation into consideration is also a must if you’re planning on a worldwide campaign. For example, in our analyses, we’ve noticed differences between South American and European Instagram users.
South American users respond more positively to explanatory videos, with influencers talking to their audiences in a selfie-style video. This format ensures that followers feel as though the influencer is a friend who is sharing a must-have opportunity with them.
European audiences, on the other hand, tend to respond better to visual content that catches followers' attention through the aesthetically pleasing elements of the post, using aspirational content.
Brands should also consider influencers and their audiences for conversion-driven campaigns, as influencer content needs to align with their audience’s needs and wants. If an influencer is pushing a product that doesn’t match their aesthetic and looks disingenuous, then the campaign will not be as successful and could lead to negative brand sentiment.
4. Create a strong call to action.
It’s not surprising that it’s becoming more difficult to grab audiences’ attention. Today's hyper-saturated market is brimming with calls to action, eye-catching ads and sponsored content on every corner.
It might seem obvious, but a clear call to action is crucial if you’re looking for conversion rates in your campaign. In our experience, a pronounced call to action -- on Instagram Stories with a GIF and a swipe-up option, for instance -- can leave users curious enough to take that next step. I also recommend that content has written calls to action (or subtitles for video content), as many users will be reading what’s on screen rather than listening.
5. Consider a promotion or discount.
It’s probably not news that audiences are more incentivized to respond to content if you’re offering a discount code or promotion. In one of our rolling campaigns for a travel client, we secured conversion rates of 3% to 5.8% using swipe-up links offering discount codes. These tend to do well because they’re easy to use and take little effort.
In another one-time activation for a financial services client, we saw an immense conversion rate of 12.7%. This was driven by the authentic connection we created between the service and the influencers we choose. We were able to time it with the release of the content to coincide with the influencers' life events, showing the service off perfectly. While a recent study by Grapevine found that the average rate of conversion through influencers is 2.5%, it’s clear that influencers have much more potential if you play your cards right.
These brands secured exceptional rates because of the combination of solid brand awareness and creative influencer content. This, coupled with the perfect match between influencer and brand, means for strong conversion rates.
Forbes Agency 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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134f1ecc775751a26e83141f41c8376a | https://www.forbes.com/sites/forbesagencycouncil/2019/07/12/recovering-from-googles-core-algorithm-updates/ | Recovering From Google's Core Algorithm Updates | Recovering From Google's Core Algorithm Updates
On June 2, Google made an unprecedented move: The company announced a broad core algorithm update a day in advance of the actual rollout.
Over the next several months, you'll undoubtedly see many post-mortem analyses of the algorithm update, with ideas on what might be needed to recover. Having helped many sites recover from Google's core algorithm updates, I'll share the four most common issues we see when clients seek our help with an algorithmic penalty.
Since Google's “Fred” update on March 7, 2017, one of the key things we've observed with core algorithm updates is that they seem to be an incremental tightening of criteria related to these four key areas. Every algorithm update seems to tighten the noose a little more, eventually bringing down sites that performed well for years.
Low-Quality Or 'Thin' Content
Most of the popular content management systems, such as WordPress, offer handy navigational features that can create a large number of pages with a low word count. Since Google's earliest Panda update, though, it seems that search algorithms prefer pages with more words on them. We've found that sites with a higher percentage of pages with low word counts will sometimes struggle in the rankings. While greater content length doesn't always correlate with better content, it's hard for great content to be under 200 words.
When a client comes to us, we immediately scan their site for pages with a low word count, or "thin" content. On many occasions, deleting these problematic pages can result in significant ranking increases.
With WordPress sites, installing a simple word-count plug-in is the easiest way to find problematic pages. For all other sites, website crawlers and site auditing tools can instantly show you these pages. Additionally, using the "site:domain.com" operator search in Google helps find weird doorway pages or image attachment pages that Google may have indexed in error.
Bloated Site Design
Website users demand speed, and updates to Google's search algorithms are challenging sites that have large images — which can cause pages to load slower — and offer a poor user experience. If a competing site delivers a faster, better experience, then it's likely that the bloated site will consistently struggle for search engine placement. To remedy this, trim your pages down so that each page loads in under five seconds.
Site speed is rarely a stand-alone issue. As reported by Search Engine Land, aggressive advertisements also have been cited by Google representatives as being a potentially negative ranking factor. Removing ads and shrinking image file sizes are sometimes all it takes to get load times down, improve the user experience and increase site traffic (typically following the next algorithm update).
Overoptimized Pages
Keyword usage is one of the first things we check after an algorithm update, and we've consistently noticed that overoptimized sites — those that use a high number of keyword — tend to move lower in search rankings over time with successive algorithm updates, while more conservatively optimized sites tend to move upward.
We're not fans of being overly focused on keywords. However, keywords can demonstrate the relevance of your site to algorithms.
Accordingly, assessing problematic pages to determine their keyword density has proven to be an excellent way to recover from algorithmic penalties. By comparing the keyword density of your pages with that of the top three pages on Google, you can get a fair idea of how many primary keywords you should be using on each page.
Poor-Quality Backlinks
While you may have never engaged in link building, it's possible that your site has still acquired many backlinks. Backlinks were the original ranking signal for Google, and they still play a significant role. If your site has a large number of low-quality backlinks from “questionable neighborhoods,” it's possible that your site won't fare as well after core algorithm updates. While we're not disavowing as many files as we used to (by uploading a list of harmful backlinks via Google's disavow links tool page), we still see the impact of poor quality backlinks on websites.
Using Google Webmasters tools, as well as third-party backlink checking tools, you can see what sites are linking to yours. Examine these sites for relevance — how related are they to your site? Also, look for any indication that these sites may be violating Google's recommended guidelines. Sites that are not ranking well in Google (or not indexed) should definitely be approached with caution as it may indicate that Google has a quality problem with that site. Ideally, your backlinks will be coming from related sites with evidence of good traffic (i.e., sites that get a lot of social shares).
Getting high-quality backlinks is the best defense against low-quality backlinks — it's even better than trying to disavow low-quality links. Seek partnerships with related websites and blogs, and find ways to collaborate to help provide useful content for their readers in exchange for your ability to get greater visibility for your site.
While we're seeing many high-authority websites being rewarded after Google's algorithm updates, we're continuing to see the algorithms be less forgiving of simple mistakes. Sites can recover from algorithmic penalties by optimizing their pages and establishing more domain authority — or a better online reputation. An eye for detail and a system for monthly improvements are the keys to staying ahead of search algorithm updates.
Forbes Agency 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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779922093d9152ab2926e1f744ff5f47 | https://www.forbes.com/sites/forbesagencycouncil/2019/07/25/value-stream-mapping-made-easy/ | Value Stream Mapping Made Easy | Value Stream Mapping Made Easy
Value stream mapping (VSM) is a business management tool that documents the steps needed to take a project from inception to customer delivery. Often associated with Lean Six Sigma practices, the tool helps users take a fresh look at established processes. As with other similar examination methods, such an approach can help you better understand the flow of information and document a procedure from start to finish, and it quite often leads to process improvement. For most, the result is an eye-opening exercise that reveals wasted time, duplicated effort and unnecessary spending.
Our company recently undertook a VSM process to examine client quote preparation. We began with a shared goal of determining where bottlenecks were occurring and how we could speed up the process from initial quote request to contract. To say it was an arduous task would be understating the impact it had across the organization.
During the deployment of this VSM, we took five key steps. We had a neutral project manager lead the process so that it could be clearly documented and objectively captured. We also employed consistency in delineating the various roles and project milestones.
Step One: Interview Key Stakeholders
Encourage honest dialogue during this step. Misstating realities of the current situation or speaking in generalities can significantly skew the results and reduce the likelihood of gains in operational efficiencies or reduction in costs. For some, this may be the first time they verbalize their true involvement in a process or think through the detailed steps (this is especially true of those who have performed the task for a long period of time and for whom it's become second nature).
Step Two: Create A Flowchart Of All The Steps In The Process
Creating a visual of all the steps can help you accomplish two important things: First, it allows you to see the entire process and understand the complexity that may exist. Second, it allows you to color-code, as we did, which can help you identify individuals, teams or duplicative steps.
Step Three: Assign Actual Amounts Of Time For Each Step
As you consider the handoff from one step to the next, setting expectations for the amount of time expended in the process itself and wait times between steps is critical. In our case, we documented the steps as increments of business days. Each situation is unique, but this certainly worked for our purposes.
Step Four: Estimate Associated Costs
Depending on the level of detail desired, it’s important to assign costs to the various steps across the value stream. In our case, we created a median hourly rate that we used to estimate the costs associated with our quoting process. This can be an eye-opening step for most, and it will help you quickly identify and pinpoint where costs are exceeding anticipated budgets.
Step Five: Identify Areas Or Procedures To Eliminate/Refine
This final step is the one that can create the most collaborative exchange of ideas about process improvement. Not only will key stakeholders identify areas to eliminate or refine because of the costs estimated in step four, but all involved can quickly see the financial impact.
Having a well-defined value stream map can ensure that everyone understands their responsibility and that the tools and means to deliver and measure an end product are available. Being able to measure outcomes can change behavior — regardless of how long a process may have been in place. What was our outcome? Amazingly, we went from taking 10-14 business days to produce a preliminary quote for a customer to four days. Everyone — including the customers — wins as a result.
Forbes Agency 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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943debed52c5a60a22399a4072e6ce48 | https://www.forbes.com/sites/forbesagencycouncil/2019/08/05/branding-isnt-about-you/ | Branding Isn't About You | Branding Isn't About You
When you’re defining your brand, it can be easy to get wrapped up in yourself. Branding is inherently self-centered as you craft your mission, vision, values, brand personality, aesthetic and voice — but remember that you’re not creating a brand for your own entertainment or ego. You’re doing it for your customers, staff, company culture and, ultimately, your business growth. Here's how to create a brand that positively connects with your target audience.
Connect With Your Customers
We all want to feel confident about and comfortable with our decisions. Branding helps customers affirm a purchase from one company over others. It makes the transaction a personal choice and preference, rather than one based solely on comparing products or services.
This is why one of the first questions any marketer will likely ask you is, “Who is your audience?” We need to identify the ideal customer who will identify with your brand. That’s where buyer personas come into play.
Buyer personas are imaginary people on paper. They represent the demographics of your customers. If you’re dissatisfied with your current customer base and/or entering new markets, the persona-building aspect of branding is your opportunity to create and pursue a true target audience. To develop user personas, think about who your ideal customers are. Go beyond traditional age and sex markers. Think about the social platforms they may prefer, their musical tastes, their car preferences, etc. Create a pseudo-individual.
From there, you can build your brand accordingly to appeal to those people. Try to put a voice to your brand. Is it confident and loud or soft and reassuring? Is it feminine or masculine? What values does it convey? These types of questions can help you find commonalities between your brand and your audience.
The goal is to create an emotional connection. Humans are wired to seek emotional connections. It’s why we socialize. And it’s why we choose certain brands. Connections can give our lives meaning. Recognizing your customers and speaking to them in a familiar brand voice is a great way to encourage that connection with your brand. So is reaching your audience in their comfort zone.
The personas you create for your brand will tell you which social platforms your target customers use, what publications they read, where they live geographically, etc. Use this information not just to craft your brand, but to bring it to the right people, in the right places, at the right times. And don’t forget the importance of having distinct visual elements. Those who are familiar with your brand should recognize it the minute that they see it, across any and all of your marketing and advertising.
Inspire Your Staff
Branding is a powerful concept for companies internally as well, perhaps even more so than externally. Simon Sinek’s Start with Why is essentially a guide to creating a winning culture that revolves around your brand. Many companies use their "why” to develop messaging for marketing — and that’s great — but Sinek’s philosophy is intended primarily "to help people become more inspired at work, and in turn inspire their colleagues and customers.”
With this in mind, make sure your company's outward branding messages are consistent with its internal values. After all, your employees are the ones who uphold and represent your brand. A strong brand ethos can create an authentic company culture, which can create happy employees and, finally, happy customers. For example, Southwest Airlines is known as a people-first brand. By valuing its employees, it inspires them to take care of its customers.
If you’re struggling with employee satisfaction, the first place to look for improvement is your brand. How can you clearly convey your company’s values and, more importantly, incorporate them into the employee experience?
Grow Your Brand To Grow Your Business
Stop searching for the silver bullet of sales, and invest in the heart and soul of your brand. As I wrote in a previous article, your brand is the one tool that can set your business apart. And when you've created your brand, keep going. Constantly check and recheck that you're consistently maintaining the essence of your brand. Be sure that the same values portrayed on your website and in your advertising are consistent with the values of your salespeople, delivery staff and chief executive.
Branding happens in every interaction, transaction and team meeting. It’s taking place every second. Make a conscious and selfless effort to grow your brand, and you can expect your business to grow healthily in tandem.
Forbes Agency 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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9b069a2e6cee77c06c063c483c08bb7b | https://www.forbes.com/sites/forbesagencycouncil/2019/08/09/how-social-media-can-make-or-break-your-businesss-reputation/ | How Social Media Can Make Or Break Your Business's Reputation | How Social Media Can Make Or Break Your Business's Reputation
Ah, social media. Has any invention ever been simultaneously so loved and so hated?
The dream, of course, is that social media connects us all in a community of understanding and shared experiences. We hope that others will share their experiences and connection to our brand and that their followers will do the same. It does happen sometimes. But there’s also a darker side to all that sharing -- one that businesses must be aware of.
We’ve all heard stories about how viral videos (think: United Airlines) or other posts on major social platforms can damage an organization’s reputation. What starts out small can quickly gain momentum, and all of a sudden, you have a very visible PR crisis on your hands.
Even a single bad review lurking silently on an employment site such as Glassdoor, or a few tweets or Facebook posts by a disgruntled customer with a small following, can show up in a search and cause prospects (or prospective employees) to think twice about doing business with you.
The key takeaway is that just because you’re not facing a major, in-your-face crisis doesn’t necessarily mean all is well on the social media front. That’s why you should be checking your online reputation regularly, searching the way someone who doesn’t know your company would search, to see what’s out there.
Hopefully, there is nothing bad lurking in the shadows. But if your investigation shows otherwise, here are a few things you can do to enhance your organization’s social media reputation -- and keep it from souring again.
Address any current or semi-current issues.
One of the key aspects of social media is its immediacy. Things that "blow up" on social media today are quickly forgotten tomorrow. So if your research uncovers any current issues, you’ll want to address those first, since a positive resolution is more likely to turn a critic into a fan.
Use the appropriate method to contact the user to address the concern. If the negative post was on Twitter, use your Twitter account to respond. And make the fact that you responded visible.
If it was on LinkedIn, YouTube or Facebook, leave a comment. In all cases, you want to say you’re sorry the user had a problem and state what you’re willing to do to rectify it. Then, follow through to take care of the issue.
Hopefully, the user will state their satisfaction with the solution. If not, try to draw his or her reaction by stating what you did (if it’s not obvious) and asking if they are satisfied. Your participation in the conversation will keep it from being one-sided and can help turn a negative into a positive.
Stay positive and professional.
When someone attacks us, our natural reaction is to get defensive. On social media, however, that can be a disaster, especially since tone is difficult to detect in written words. When you comment on a negative post, take the emotion out. Avoid any hints of defensiveness or snark, and instead, take a positive and professional approach.
It also helps to stick with the facts. Don’t make judgments about the person who posted or their motives. Simply state what you know and what you’re doing about it. It’s always best to take the high road.
Bonus Tip: If you are in an industry where there is a high likelihood of negative comments on social media, you may want to create a "playbook" with pre-planned responses to certain events that can be customized to specific circumstances.
React to new issues quickly.
Once you’ve cleared out any backlog of negative posts/comments, it’s important to stay on top of any new issues that might develop. Consumer brands with dedicated social media teams should be monitoring in real time and actively searching at least daily, if not more often. Business to business (B2B) organizations can review once or twice a week.
Should something come up, it’s important to spring into action quickly. First, of course, get the facts. Then, if your organization is at fault, admit it, apologize and make it right. If it is not, again, state the facts without sounding defensive.
Like fish, the longer problems are left unattended the more they will stink. Take care of issues quickly and intelligently, and they are less likely to cause any long-term damage.
Ask your fans to post positive comments.
Search engines are always looking to bring the most relevant results to users. This means that if what Google finds the most of is negative, those results will show up prominently. If most of what Google finds is positive, those results will rise to the top.
The problem here is that customers (or employees) who are happy are usually content to say nothing. It’s the ones who are unhappy who are most motivated to vent their anger, seek revenge, or otherwise bring the fire and fury down on your reputation.
That means if you’re going to seed the market with positivity, you’ll need to encourage your happy/satisfied customers (or employees) to post positive reviews or statements in their social media channels.
The best strategy to get good reviews is to simply ask. You’ve no doubt seen plenty of requests to "Like us on Facebook" or to say good things on Instagram, LinkedIn, etc. That’s no accident. You may need to plant the idea with your customers to say good things.
This strategy is particularly powerful when asking employees to post reviews of the company to help with recruiting (note: some employee review sites have rules allowing you to ask employees for reviews, but you cannot specify that you would like the review to be positive).
Make it a win.
In today’s contentious and connected world, negative comments on social media are almost inevitable. How you react, however, will determine whether those comments hurt your reputation or earn you fans for life.
Forbes Agency 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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6c1fe41547615c46479e23344f19549a | https://www.forbes.com/sites/forbesagencycouncil/2019/08/09/six-signs-it-might-be-time-to-hire-a-freelancer/ | Six Signs It Might Be Time To Hire A Freelancer | Six Signs It Might Be Time To Hire A Freelancer
In June alone, nearly a quarter-million new jobs were added to the booming U.S. economy, bringing the total number of employment openings to over 7 million, based on figures from the Bureau of Labor Statistics.
Interestingly, some companies are turning to freelancers rather than hiring hourly or salaried permanent employees.
And it makes sense: utilizing freelancers in place of a conventionally constituted staff can, in most cases, allow a company to take greater advantage of the growth and profit potential inherent during times of prosperity. For example, freelancers reduce overhead since, as independent contractors, they’re obliged to provide their own health insurance and other benefits.
Still, despite those pluses, the decision to enlist freelance help can be a tough one to make. Freelancers have autonomy, so you can’t oversee and direct their activities the way you would with a staffer (even if your freelancers work from your office as opposed to their homes, which is the norm). And, owing to their independence, freelancers might not feel as strong of an emotional connection to your brand as you’d like.
So, how do you know when hiring a freelancer is the right course? In my experience of matching freelance marketers to businesses, it might be time to seriously consider recruiting one or more of them if you find yourself in any of these boom-time situations:
1. You can’t keep pace with orders.
If you can't keep pace with orders because you don't have enough people to do the work, you could hire more full-timers. But those 7 million-plus employment openings I mentioned? Companies back in June were able to fill only about 75% of those slots. Reasons for the inability just now to reach full labor capacity are many. But the commonality is it’s tough to recruit during a booming economy (which typically amounts to a worker's market).
If this sounds familiar, locating and enticing freelancers to join your team can be an easier solution, especially because they have fewer constraints in deciding whether a work opportunity is one they can afford to accept. For example, freelancers can work from anywhere in the world, so relocating isn’t likely to be a consideration for them.
2. Existing staff lacks a specific skill set you need.
Freelancers can precisely fill those gaps. For example, if all you require is someone to write Facebook ads, a freelancer who specializes in that type of work can spare you the trouble of hunting for candidate employees capable of excelling at more than just that one function. Also, you might find that the pool of freelancers -- which spans the world, as noted above -- is vastly larger than that of permanent employees (who normally are drawn from locales much nearer to you).
3. You landed a major but short-term project.
It’s so big, in fact, that you require an extra set of hands belonging to someone with possibly unique knowledge or talent. The problem is that, when the project ends, you won’t have anything else productive for this individual to do. It's likely that not many people looking for a permanent position would be interested in hiring on with you only to be discharged months or perhaps just weeks later. A freelancer, on the other hand, understands that one-offs go with the territory.
4. You hit the wall in terms of creativity.
Maybe your marketing team has lost too many key people. Or possibly the members of the team are burned out. Whatever the explanation, you’re no longer coming up with the cool, winning ideas that once sent your company soaring. One or more marketing freelancers added to your creative department could provide just the freshness and energy boost it needs to get its groove back.
5. You lack the capital to expand.
If you're tight on capital and your lines of credit are tapped out, you may not be able to afford to hire the employees you need to drive expansion. Freelancers make it possible to build a dream team on the cheap. While it's true that some freelancers can be as expensive as any full-time permanent employee, the majority of them aren’t. However, if you hire a freelancer because money is tight, make sure you're upfront if payment will be delayed. In my experience, many are willing to wait 30 to 90 days to get paid (which can give you some financial breathing room if money’s tight).
6. You find yourself yearning to replace employees failing to make the grade.
Getting rid of poor-performing or otherwise problematic permanent employees can, in many instances, be difficult due to protections they enjoy under the law. You may have to go through arduous procedures of fair notice and due process before you can actually swing the ax. Not so with freelancers. Don’t like the job they’re doing? Kick them to the curb. That indy who’s running your YouTube channel screwed up? He’s gone in 60 seconds. Ultimately, because freelancers are so easy to fire, you reduce your risk of getting stuck with rotten apples.
The opportunities for growth during boom times like these are abundant but can prove daunting to capture enough hands on deck. In some cases, like those above, hiring freelancers can be a good business move for any company thirsting for more flexibility.
Forbes Agency 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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3db97448ae0b1edfb8170560c1f009d4 | https://www.forbes.com/sites/forbesagencycouncil/2019/08/12/the-future-of-content-management-systems-understanding-headless-cms/ | The Future Of Content Management Systems: Understanding Headless CMS | The Future Of Content Management Systems: Understanding Headless CMS
When determining which digital properties will work best for your organization, it's important to keep scalability in mind. That way, you can keep pace with the rapidly changing landscape of digital experiences and content delivery networks (CDNs).
Managing and storing content for products, articles and more impacts overall web and app performance in addition to conversion and accessibility. For this reason, businesses should assess their needs and perhaps consider an option other than a traditional content management system (CMS), which we'll get into in a bit.
In today's digital landscape, it is essential to serve up the right content and touch points at the right time. So, it's no surprise that most global sites use content management systems in some form. In fact, according to a recent report, global web content management tools accounted for $4.9 billion in 2017 and are expected to reach $14.2 billion globally by 2024.
At my agency, we are fortunate to be platform-agnostic and regularly practice all available development methods, depending on the project and client objectives. "Coupled" CMS, also known as a traditional CMS -- such as WordPress, Drupal and Magento in self-hosted environments, or Shopify, Wix and Squarespace in cloud-based, fully-hosted environments -- are known to be simple and user-friendly in terms of layout and general functionality. However, they are typically less flexible when it comes to integrating new delivery formats and introducing advanced or mobile functionality to an application.
Due to these challenges, now more than ever, businesses and developers are choosing to go "headless." Typically, there are fewer expenses for a development team to perform a task by using headless CMS, which can be more efficient and decrease hours of development time, deployment and user testing.
Headless Explained
While it may sound intimidating at first, understanding headless CMS is actually quite straightforward. A headless CMS consists of an API and back-end technology that stores and delivers content to your desired front end, which is most likely not going to be apparent to the end-user. The difference between a headless CMS and a traditional CMS is only visible on the back end of the site. This means that storage and delivery are managed by separate software. With dedicated tools for, on the one hand, authoring and organizing data, and on the other, and presenting users with that data, each part of the system can focus on its specialty, and your workflow can become more streamlined.
A headless CMS does not have a defined front-end system or presentation environment. By separating content production, management and storage from distribution and display, headless increases flexibility and security of your content.
Will it work for you?
Headless CMS is beneficial for customization of content integration, has higher security benefits, and overall better performance when deploying information to the end user. Headless CMS works best for omnichannel selling and content management that can be translated into any format. It allows features to have more personality and customizable character to enhance the digital experience.
Your company may consider a headless CMS for omnichannel marketing, customization, integration and security. With separating the front and back end, there become more ways for content and design to have room with customization instead of just a templated design. Development has more room to create and design site infrastructure within a headless CMS. This would be a great fit for a company with a dedicated team of developers.
Making The Case For A Traditional CMS
Headless CMS may seem like the most innovative and current technology to be implemented into your website, but the adoption of this new tool can become complicated and expend time in the preliminary development.
If you are focused on mainly web presence, it may be best to steer away from headless CMS options. This tool requires a more technical background and lacks options to preview content when implementing content for mobile to web or other platforms.
With more options with the headless CMS, this can create more confusion for a user who is used to simple formatted options. If there is a need for more in-depth custom development, headless CMS works well for that. If you are looking for something that is already formatted and plug-and-play, traditional CMS might be for you. There's good reason traditional CMSs have gained serious traction in the development world, especially both WordPress and Drupal.
Conclusion
Flexibility and making sure innovative solutions deliver optimal user experiences should always be the main objective. Site owners have the ability to better future-proof their sites and build more interactive experiences for users through these robust functions and new technologies. Selecting the most appropriate solution for platform development is fundamental.
Choosing between headless or traditional CMS is not just a matter of using the most innovative or newest technology available. It is important to consider and evaluate not only the content type, but most importantly, internal staff, agency involvement, and whoever will be maintaining the web property, delivery methods and long-term maintenance.
Forbes Agency 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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6355e83231227f17ef145a751ee259d9 | https://www.forbes.com/sites/forbesagencycouncil/2019/08/13/are-you-willing-to-make-sacrifices-for-what-you-want/ | Are You Willing To Make Sacrifices For What You Want? | Are You Willing To Make Sacrifices For What You Want?
Do you want to know the secret to getting more things done? Figuring stuff out? Becoming more successful? Here it is: you've gotta want it! Before you roll your eyes at my generic and overused phrase, let me explain what I mean by "you've gotta want it." I’ve repeated this phrase so much in the office that it's become a running joke. But it is something I seriously believe in.
In fact, after someone comes up to me and says, "Jonathan, I want it, but I can’t figure it out." I always respond, "You've gotta want it more!"
"You've gotta want it" is more than just the face value of the phrase; it is a mindset and the willingness to make tradeoffs. Everything in life is a tradeoff.
It is up to each of us on a minute-by-minute, case-by-case basis to decide if whatever we’re doing is worth it. I believe we can do almost anything if we desired it badly enough. For this to happen, it requires us to make tradeoffs. This means making the tradeoffs of our time to learn, perfect and master a new task.
For example, say it is a new skill you are wanting to learn. To become successful at this new skill, you’ll have to want it badly enough to put in the time to learn the skill. Let’s be honest: No matter how much you wish it were different, there are only 24 hours in a day for everyone. So this means that while you are learning a new skill, you are going to have to not do something else. See, tradeoffs.
If you are wanting to open a pickle jar but can’t seem to muster the strength to open it, you can get angry (my move), find a creative way to open it, or care enough to ask someone else to do it for you. Either way, you have to want it. Anything you are wanting is possible if you put in the time, effort and focus. The issue is that, at the end of the day, people just don’t think the tradeoffs or the effort is worth it. They don’t want it badly enough, and that is okay. It is okay to decide that something -- that a trade-off -- is not worth it. It is okay to say no. Start saying no to things so you can focus more on what you do want to be focusing on, and on mastering each and every single thing that you do.
Whatever it is you desire -- whether it is more clients, a job promotion, time freedom, financial freedom, or anything at all -- you've gotta want it. In order for you to actually see those things happen, you have to put in the time and effort that is needed to reach and exceed that goal you have in mind. The tradeoffs have to be worth it for you to actually put in what is needed to make it happen. So, my question is: Do you want it?
Forbes Agency 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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0e310890806b1782202e9d54213b9fd5 | https://www.forbes.com/sites/forbesagencycouncil/2019/08/14/five-breakthroughs-in-machine-learning-marketers-should-know-about-2/ | Five Breakthroughs In Machine Learning Marketers Should Know About | Five Breakthroughs In Machine Learning Marketers Should Know About
There are many people who are using machine learning to advance their industries and push boundaries. For the purpose of this piece, we'll define a "breakthrough" not only as an advancement in technology or technique but also as an important development within a specific sector. With that in mind, here are five relatively recent developments that caught my eye:
1. Machine-learning software can now generate text that reads like it was written by a human.
While the opportunities for the future are limitless, OpenAI is the only player of its kind in the space currently. The company says its software has "the ability to generate conditional synthetic text samples of unprecedented quality" and can produce lengthy pieces of text based on a short sample that imitates the original writing style. So, if you give the algorithm a sentence or two that gives it context (i.e., location, subject, timing, etc.), it is able to unspool an entire narrative based on those sentences. Because there is a distinct possibility that this tool could be misused to create fake news stories or misleading or misattributed articles, OpenAI has said it will not make the most advanced versions of its model available to the public.
However, such tools could make it easier for companies to carry out content marketing strategies and produce articles that are consistent with their brand voice and guidelines. While it is obviously preferable to have a human do the job both from an ethical and quality control standpoint, there is no reason that such tools couldn’t be used to generate short blog posts (with oversight, of course) in order to beef up a company’s online presence.
2. Machine learning can analyze tweets to identify security threats and rate their severity.
The security company FireEye worked with researchers from the Ohio State University and the research firm Leidos to develop a new way of identifying potential software security vulnerabilities on Twitter. Their system combs through tweets to find mentions of vulnerabilities, and then uses a machine-learning algorithm and natural language processing (NLP) to determine how much of a threat each one is. They were not only able to predict which of the vulnerabilities reported on Twitter will be rated as "high" or "critical" with more than 80% accuracy, but also which ones will show up in the database.
Many brands use similar tools to monitor which topics are trending on social media, which then allows them to produce content that is relevant and topical. NLP can also be used to determine general brand sentiment, and to keep abreast of any potentially negative brand-consumer interactions.
3. Scientists have found a way to use machine learning on a quantum computer.
This is a huge breakthrough, despite the fact that quantum computers do not exist yet. Essentially, the current state of machine learning exists thanks to the recent explosion in computing power, which enables machine-learning algorithms to learn things faster and more comprehensively.
Quantum computers promise to be much more powerful -- and quicker -- than even today’s supercomputers, which means that if they were used to develop machine learning, they would be able to analyze data much more efficiently and on a larger scale, leading to more accurate algorithms (and better results for marketers). Thanks to this research, we now know that it will be possible to train machine-learning algorithms on quantum computers.
4. The health care industry is looking to machine learning to help with diagnostics and treatment.
This is not so much one specific breakthrough but a trend that has gained momentum in recent years. Machine learning’s ability to sift through gargantuan amounts of data and find previously unnoticed patterns has the potential to be a huge boon for the medical community (as well as other industries that rely heavily on data-driven decisions, including marketing).
Given the vast amounts of information that medical establishments already have on hand, and the life-saving benefits of an algorithm noticing something a doctor missed, machine learning has the potential to transform the diagnostic process. Breakthroughs have come in areas such as computer vision and natural language processing of electronic medical records. Companies like Google, Amazon and IBM have also made their own contributions to this arena, each with varying degrees of success.
Beyond health care, this sort of diagnostic machine learning has myriad uses, from allowing hedge funds to identify promising stocks to invest in (similar to what JPMorgan is doing) to helping homeowners monitor water use and minimize damage from leaks to monitoring energy use to cut costs (as smart plugs do).
5. Machine learning can make 3D printing more accurate and cost-effective.
There are many industries where precision in manufacturing is crucial. In the automotive industry, for example, parts that are not manufactured according to specification can lead to injury and increased production costs.
Now, researchers have created a machine-learning algorithm that enables "improved geometric accuracy" by analyzing the product information and correcting design models. Not only does this improve the quality of the parts being manufactured, but it also reduces waste.
All in all, machine learning has been applied in myriad ways. But as with any technology, progress is not linear, so it will be fascinating to see what new breakthroughs will come to light over the next few years.
Forbes Agency 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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1c404f88026499d61fd0dc6441efe2d5 | https://www.forbes.com/sites/forbesagencycouncil/2019/08/29/four-reasons-why-influencer-marketing-will-thrive-without-instagram-likes/ | Four Reasons Why Influencer Marketing Will Thrive Without Instagram Likes | Four Reasons Why Influencer Marketing Will Thrive Without Instagram Likes
Instagram recently added new countries to its test in which it's hiding the number of likes a given post gets from everyone except that post's creator. Social networks are constantly testing new concepts, but the fact that this test has expanded indicates how seriously they are considering it, with the main goal being to take the social pressure off acquiring likes.
Some have worried that hiding likes from public view would hurt influencer marketing, as influencers are judged, at least in part, on their ability to get people to react to the content they produce. Here are four reasons why I believe influencer marketing will be just fine without the ability for the public to view how many likes their content receives:
1. Professional influencer marketers don't look at public view counts.
All the social networks have APIs that let other software ingest the like count on the posts they are most interested in. With this ability, we can look at performance across a wide array of influencers and their posts very quickly and even make on-the-fly calculations in terms of engagement rates, cost per engagement and more. Only part-time influencer marketing folks are manually scrolling through accounts looking for the posts they care about.
2. The like isn't going away.
Whether we should or not, humans feel a certain positive way when they get another like on their post. While hiding these numbers could certainly remove the pressure of "only having five likes" that we've all felt, getting those likes still feels good. Even more importantly, engagement on what we post is the fundamental signal to the Instagram algorithm of what we like to see more of. By the simple act of liking, we're telling the algorithm who we want to see more often, whether we like video or not, and much more. Barring a seismic reinvention, the social networks can't eliminate the "like" as the easiest way for us to give a nod back to our friends' posts.
3. Engagement rate is relative.
While hiding public like counts will almost certainly decrease the total number of likes on the social network, influencers and content are compared against each other in terms of efficiency. So, if an average post once got 100 likes and that drops to 80 likes, the entire scale of what's good shifts along with it.
4. We've moved beyond likes for measuring success.
Just a few years ago, we were reporting "engagements" back to clients as among the metrics showing the success of a given campaign. Today, however, we're much more focused on measuring business results from influencer marketing programs. Many of our campaigns drive web traffic and measure that traffic all the way through to sales. For retail campaigns, we're still often tracking sale lift against a benchmark period to measure success. Improvements in measuring influencer marketing are accelerating rapidly and the few left only measuring engagements are likely going to be left behind anyway.
Social networks will continue to make changes to their platforms. When I formed my company in 2007, there were no brand pages and no ways to run paid ads. You couldn't even upload a video. Today there is another rumor that Instagram is running a test that will hide follower counts. As social networks make these adjustments in ways that favor quality content in front of people who care about it most, high-quality influencer marketing will have a place. After all, inspirational and aspirational content fosters brand discovery online and that is among the things people very much enjoy about social networks and the content we see there.
Forbes Agency 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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b77d42bd6699d16fe382730521fa85c6 | https://www.forbes.com/sites/forbesagencycouncil/2019/08/30/eight-ways-a-company-can-leverage-social-media-to-attract-mainstream-media-attention/ | Eight Ways A Company Can Leverage Social Media To Attract Mainstream Media Attention | Eight Ways A Company Can Leverage Social Media To Attract Mainstream Media Attention
Your company’s social media presence can be used in all sorts of ways — from announcing job postings to sharing employee testimonials and product launches. But it can also be leveraged to attract attention from the mainstream media and generate positive publicity.
If you regularly post newsworthy items on your social media platforms, then reporters, editors and other journalists will be more likely to think of your company as a go-to source for story ideas. In today’s world, social media is arguably the most cost-effective way to garner favorable news coverage.
Here are eight ways to get media coverage using social media:
1. Use LinkedIn to post newsworthy items.
Posting stories, photos and videos about business updates on LinkedIn — on an ongoing basis — can make members of the media aware of all of the exciting happenings at your company. These updates can be interesting to reporters looking for a new story.
Sharing newsworthy items on LinkedIn is particularly effective because your network of contacts will see your news and therefore see you as an expert in your field. Hopefully, you've connected with a large network of peers, prospects, friends, clients and influencers, and if not, now's the time to start broadening your network. I've personally found LinkedIn to be highly effective when sharing my own news; as a matter of fact, I share each of the articles I write and get a lot of great feedback, likes and comments. This has helped position me as a thought leader in the public relations field.
2. Connect with journalists on Twitter.
Twitter is your friend when it comes to media pitching. Many journalists are on Twitter, so it’s an ideal place to get their attention. Identify the journalists you're targeting and follow them. Engage with their content for a period of time — say, two weeks — and then go in with a direct message as a “pitch.” Keep it short, in the spirit of Twitter. This can be effective because I've found that journalists tend to respond more favorably to Twitter direct messages than emails.
3. Leverage news stories about your company.
Posting about trade magazine stories, television features and other news coverage your company received not only keeps your followers up-to-date, but it also may inspire other news outlets to pick up the story. Moreover, sharing the news story on social media increases its readership or viewership, encouraging reporters to keep covering your company for clicks and shares.
4. Post links to national news stories about your industry.
Create a post that connects what's happening in your market or region to a national trend. The connection to a larger news story is often enough for regional and local news outlets to become interested, as it makes it more relevant to their audience.
5. Create a video showing how your product is made or how your service is performed.
The video can show the mainstream media the unique processes you use to make that finished product or perform that key service, which can attract news coverage because of its authenticity. The video can also help reporters understand and explain how your operation works when they're putting a news story together. They often enjoy going behind the curtain to see how things are done.
6. Provide photos of a problem and related action.
Posting images that depict a problem that your company is working to solve can provide the mainstream media with a newsworthy angle regarding your business. On top of that, showing the specific actions that your business is taking may be worthy of a news story in itself. Even if your company isn't part of the solution, the mainstream media may value the resource you've provided.
7. Conduct a poll to show a trend or support.
Conducting or commissioning a poll and sharing the results on social media can provide solid data about your company and follower reactions that are easy for reporters to collect and analyze. Such research may be pertinent to a news story they're currently working on. The results also may introduce a data-based trend that breaks the status quo — which is often worthy of its own news story.
8. Use video for crisis management.
Reacting to a company crisis quickly is essential to reducing the severity of negative news. Posting a video reaction on social media in a timely manner allows the mainstream media to show their audience your side of the story by including your video in their news story or by quoting from the statement you've released. Rapid response is key, and videos often make for the most compelling responses.
Social media allows you to position yourself — or your company — as an expert in a given field. We call this being a thought leader.
This provides a sense of legitimacy to your company and demonstrates credibility to reporters. You want the mainstream media to consider you to be an expert and a trustworthy source of information. Plus, if you’re established as a go-to expert, you’re likely to gain long-lasting media relationships that can only boost your news coverage in the future.
So post, tweet and snap away. The mainstream media is ready for you.
Forbes Agency 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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005d1e63c86931d0c3164fa68984c9ed | https://www.forbes.com/sites/forbesagencycouncil/2019/09/04/the-power-of-influence-how-brand-authority-and-influencer-marketing-captivate-consumers/ | The Power Of Influence: How Brand Authority And Influencer Marketing Captivate Consumers | The Power Of Influence: How Brand Authority And Influencer Marketing Captivate Consumers
At one point or another, we’ve all been influenced by someone in our lives -- perhaps a politician, English professor, close friend, relative, stranger or celebrity. Influence is a force. An age-old spell. A tool with the power to persuade. When it comes to your business and using your influence to coax a consumer into believing your brand is the right choice over competitors, what is it, exactly, that gives your brand authority? What are the elements of influence? How do you circulate your sway?
At our agency, these are the kinds of questions we ask ourselves when developing brands. Knowing how to cultivate influence and dispense it in a way that reaches audiences authentically is an instrument vital to your brand’s success.
Cultivating Influence
Remember the global bestseller How to Win Friends and Influence People by Dale Carnegie? He was onto something in 1936 when the book was first published, and his tellings still ring true today in a world so far removed from that of the 20th century. Influence is arguably the most powerful force in the world, and it’s one thing through time that will never fall, fail or go away.
Think back not so far to Fyre Festival (yes, we’re going there, but just for a minute). The "greatest party that never happened" used the oldest tricks in the book to capture its target market’s attention: influence, intrigue and exclusivity. Several macroinfluencers simultaneously posted an infamous orange tile to social media promoting Fyre Festival. The posts cumulatively garnered 300 million impressions in only 24 hours, underscoring the power of the influencer, albeit, on a much grander scale with the likes of Kendall Jenner and a laundry list of top-billed models and celebrities.
On a smaller scale, influencers and microinfluencers have great reach for brands looking to get their products in front of the masses. But how do you cultivate your own influence as a brand? It all starts with three little words: credibility, sustainability and relatability. Where I work, we meditate on these three words when working with clients to establish authenticity with consumers.
Being credible as a business has everything to do with establishing trust with consumers and demonstrating that your business has the knowledge for the solutions they seek. Social media is a great avenue to start with this. Join and actively engage in LinkedIn Groups. Post industry or product insights on both your personal and company LinkedIn pages. Write educational blogs and articles on your website and link to them from your company Facebook and Twitter accounts. Post and tweet actionable tips that your customers can take into their own home or business. But at the most basic level, be credible by producing quality solutions that your consumer needs.
Being sustainable as a business is about consistently delivering a standard for which your brand sets forth in the product or solution you provide. Be sustainable by keeping brand consistency through your image and the quality you provide.
Being relatable as a business is about connecting with the consumer on a human level. It’s about injecting warmth into your brand by showing consumers you’re just like them. Be relatable by breaking down the wall between you and your customer and engaging them in ways that are visceral and authentic. To do this, start with understanding your audience. Build personas based on your current customers: Who are they? What do they do? How old are they? Where do they live? Once you understand your customer persona, put yourself in their shoes and ask: How would I want to be spoken to if I were them? What would encourage me to engage with my product or brand if I were that consumer? Don’t talk above or below them. Be authentic to both your brand and your customers.
When you’ve conquered these three attributes, influence becomes a byproduct you only need to tap into.
Is Influencer Marketing Right For You?
Influencer marketing can be utilized for businesses, both consumer-facing and business to business, but there are certainly verticals where this strategy excels over others. If you’re selling a skincare line, for example, influencer marketing is a golden idea. Social feeds and YouTube channels are flooded with people trying new products and talking about cosmetics, so naturally, the influencer route would be a smart decision in promoting your product. However, if you’re a commercial roofer or tile distributor, influencer marketing may not likely yield the same results. This isn’t to say it may not benefit your business in some way, but there’s a larger conversation on social media surrounding certain industries. Deciding if your vertical has a part in those conversations is an answer only you can discern.
Research hashtags on social media synonymous with the industry your brand resides. Get a feel for the kinds of conversations being had over the products, services and subject matter of your industry. How large are these conversations? Are there people posting every minute? Every hour? Every day? Understand the demand to engage with your industry on social media before you decide for or against influencer marketing for your business.
Forbes Agency 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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41331dda98e94e22bd27c47549694414 | https://www.forbes.com/sites/forbesagencycouncil/2019/09/06/three-steps-to-selling-digital-marketing-to-a-traditional-business/ | Three Steps To Selling Digital Marketing To A Traditional Business | Three Steps To Selling Digital Marketing To A Traditional Business
Decades since the advent of the Digital Revolution, there are industries that still view digital marketing as nearly irrelevant to their business -- industries where business owners are "too busy" because there is "enough work" coming from non-digital channels. Until there isn’t.
Whether you’re looking to carve out a niche in such an industry, or you’ve been contacted by a change agent -- an employee who’s looking to modernize the business -- you’re facing a tough sell. How do you prove your case on digital marketing and help business owners see the big picture?
Let me offer a three-step method I’ve developed in order to help an industry that, when it comes to digital marketing, is largely stuck in the stone age: the stone shop industry. These companies fabricate and install stone countertops for kitchens, bathrooms and fireplace walls. These steps can be applied to any industry.
Step 1: Understand The Business Drivers
To make a compelling case, you have to learn the industry’s macro and micro business drivers, challenges, threats and opportunities to increase revenue.
Here are the questions that you need to be able to answer:
• What are the primary factors that drive demand? For example, for the stone shop industry, we identified consumer confidence, real estate prices and population growth as the key demand drivers.
• How do these businesses generate demand? They haven’t turned to digital marketing yet, so they must have a mechanism for getting new business. Is it traditional marketing, referrals, partnerships? Is there a case you could make for why digital marketing would be more advantageous?
• What macro threats and opportunities is the industry facing? For example, in the stone shop industry, raw material prices are going up due to the temporary tariffs levied against Chinese suppliers. Manufacturers are taking advantage of the situation and raising prices. These inflationary pressures are certain to affect demand.
Step 2: Dig Into Industry Trends (And Predict Where They're Going)
The "busier" the business owner, the higher the chance they do not take the time to study what’s ahead. This is an opportunity for your agency to understand and translate the trends and explain the role that digital marketing can play in increasing revenue and profitability.
The simplest way to spot a trend is to take your findings from Step 1 and understand the outlook for the demand drivers. So, in sticking with our stone shop example, where the demand drivers included consumer confidence, real estate prices and population growth, we asked ourselves: What is the trend for new home construction? Is consumer confidence strong enough to sustain demand for stone shops’ products in the long term? If you have identified the right macro industry drivers, it is easy to find information online and understand what the future holds.
Most owners of traditional businesses don’t see the entire picture, as they are terribly busy -- until they won’t be. If you help them understand, they will have time to take precautionary steps to maintain or even increase revenue before the storm hits.
Step 3: Use The Numbers To Make Your Case
Use specific numbers to present the facts. Using typical conversion and closing rates, you can show the return on investment (ROI) of going digital. If you’ve had even one client in the industry you're prospecting, you can extract and use additional data: customer acquisition costs, rate of referrals, the potential for repeat work from one client, overall digital marketing ROI and more.
This three-step method helped us onboard several stone shop owners working in different areas, who are already seeing great results. You can apply the same three-step methodology to any other industry and increase your chances to become an irreplaceable growth partner.
Forbes Agency 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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bcdbef1d924847a29cea972cadb194ea | https://www.forbes.com/sites/forbesagencycouncil/2019/09/17/the-benefits-of-local-services-by-google-and-how-to-get-started/ | The Benefits Of Local Services By Google -- And How To Get Started | The Benefits Of Local Services By Google -- And How To Get Started
Imagine an advertising product that only brings you potential customers within your specific territory who have a legitimate need for a service that your business provides and are willing to pay you for it. Imagine an advertising product where you don't have to pay for clicks, impressions or unqualified leads. Imagine being able to get to the very top of Google search results without having to develop a website or create content. Sound too good to be true? With Local Services by Google, you don’t have to imagine such a product anymore.
Local Services by Google places your business listing among others that appear at the top of search results (even above Google Ads and Google My Business Listings), displays your Google rating and even may give your business a “Google Guaranteed" badge. This guarantee means that if customers aren’t satisfied with the quality of the service you provide, Google may give them a refund of up to $2,000.
With Local Services by Google, you're only charged for legitimate leads that call or message your business. If you receive calls from solicitors, calls from people asking about employment, calls from someone requesting a service that you don't provide or calls from an area you don't serve, you can dispute the lead, and Google may give you a refund.
We have over 25 clients who are using this product and experiencing huge returns of at least 20-30% by being able to get new leads and close them.
Here's what I think you should know about using Local Services by Google, and how to get started.
Do You Qualify For Local Services By Google?
The first step in the process is to determine whether your business is eligible for Local Services by Google. In the United States, the product is only available in certain areas for certain service categories including appliance repair services, plumbing services, lawn care services, pest control services, estate lawyer services, HVAC services, roofing services, financial planning services and more. You can see a complete list of service categories and fill out a simple form on ads.google.com to check your eligibility.
Once you confirm that your business is eligible, you'll be prompted to enter more detailed business information. This information includes the specific types of jobs you do, the geographic areas you serve and your hours of operation.
After this step, you'll undergo Google's screening and qualification process. This can include license and insurance checks, as well as a background check.
How To Manage Your Local Services Ad
After you've completed all of these steps and your business is approved, you can go live with your ads.
Here's my advice on how to manage your Local Services ads:
• Setting your weekly ad budget: The cost of each lead varies depending upon where your business operates, the service type and the type of lead. But as you adjust your budget, you can see how many estimated leads you can expect. Since these are warm leads, if you have someone who's going to follow up and close them, I would spend as much money as possible to get as many leads as you can handle.
• Managing leads: It's important to have a system in place for contacting and tracking leads. I recommend preparing scripts for contacting leads in advance. Also, have someone in your office who's dedicated to calling all new leads because your response time is important. In fact, as reported by AllBusiness.com, "if a sales representative follows up on a lead within an hour, they are 7 times more likely to have a meaningful conversation with a person who makes decisions."
If an invalid lead contacts your business, you can log onto the Local Services by Google platform and request to dispute the lead. Google will then review the call or message in accordance with your business information and determine whether you should receive credit back. This process usually only takes a couple of days, and I've found that Google does a great job of crediting your account if a lead is truly invalid.
In my experience, Local Services by Google can help keep your calendar full and dramatically increase your revenue and profit through actual leads from ideal and likely customers. If you’re a service provider and need your phone to ring more, don't wait. Make sure you have solid sales systems and scripts in place along with a follow-up system, and start getting your leads through Local Services by Google today.
Forbes Agency 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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0d4435baa57da51e05dc043ce07f8bbe | https://www.forbes.com/sites/forbesagencycouncil/2019/09/18/choosing-the-right-social-media-platform-for-your-marketing-10-key-considerations/?sh=66c88d797bb3 | Choosing The Right Social Media Platform For Your Marketing: 10 Key Considerations | Choosing The Right Social Media Platform For Your Marketing: 10 Key Considerations
The proliferation of social media sites has made it so much easier for companies to get in contact with the core consumers of their product. However, this extensive proliferation has led to the segregation of demographics based on the appeal of the platform to a particular group.
Companies can't afford to dive into every social media channel halfheartedly. The most effective method is choosing a few platforms and focusing on them exclusively to deliver content marketing to the company's core customers. Below, 10 members of Forbes Agency Council explain what companies should be looking for when determining which social media platforms give the best return on time and monetary investment.
Members share their best tips for choosing the right social media platforms for your brand. Photos courtesy of the individual members.
1. Where Your Audience Is
Many make the mistake of being on every platform, but the key is to be on the platforms that your target audience is on. Pinterest is mostly older female millennials and young female baby boomers; Facebook and Twitter's users are mostly millennials; Snapchat is predominantly Generation Z. Meet your audience where they are and go from there. - JC Hite, Hite Digital
2. How Your Audience Uses Social
Knowing how your audience uses a specific social channel is key in understanding if the brand should participate. Your audience could be huge on Snapchat, but if they are looking for entertainment that your brand can’t authentically provide, don’t do it. Another strategy is to have influencers take you into channels where you can’t authentically play as a brand. - Brandon Murphy, 22squared.com
3. What You Have To Offer
Brands posting on every channel about national "days" (Doughnut Day, Taco Tuesday, etc.) is ineffective. What content is your brand capable of producing, how does it add value to your customers and how does it build your brand? Answer those questions and it will likely push you toward certain channels and away from others. If you can't consistently produce video, for example, YouTube isn't for you. - Jim Tobin, Carusele and Ignite Social Media
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
4. Marketing Personas
The first aspect to take into consideration is the customer base of a company. Every social media channel has a more or less specific type of marketing personas and the customer base should reflect that target based on gender, generation (millennials, X, Z), country, etc. For example, if you company's customer base is women over 60 in Europe, TikTok wouldn't be the best option for your strategy. - Alessandro Bogliari, The Influencer Marketing Factory
5. 'Who,' Then 'Where'
Asking "who" is critical. Knowing who the target demographics are and therefore what social media platforms they are on is a necessity. By determining key target demographics, it will help determine the "where" in terms of which social media platform clients should be in and also where it is appropriate to engage with those potential clients, customers and guests. - Durée Ross, Durée & Company, Inc.
6. Your 'Why'
Why you do what you do is the first critical step to defining your brand narrative and must be answered before addressing what you do, how you do it and where to reach your target audience. Consumers buy on emotion and knowing why you offer a product or service, your reason for existence, is the most important thing to share. - Pete Canalichio, BrandAlive
7. Your Brand Story
Every social platform has unique strengths in telling a brand's story and connecting with consumers. Auditing each platform as a tool in telling the brand story is how we come to recommend one over the other. - Brian Salzman, RQ
8. The Company's Goals For Social Media
Many organizations don't take the time to understand expectations. In our experience, companies jump on social platforms hoping to reach their audience without understanding what they hope to gain. Understanding what a company hopes to get out of their social interaction should help better define the channel(s) they should be focusing on. - Bo Bothe, BrandExtract, LLC
9. What Types Of Services You Provide
LinkedIn is the single biggest market square for professional service providers. The "where" question has a simple answer in my mind. If you are in professional services, focus on LinkedIn. Develop an ideal client profile. Join groups that aggregate people who fit that profile. Get a LinkedIn Sales Navigator account and find people who fit the profile. Then connect and share great ideas. - Randy Shattuck, The Shattuck Group
10. How You Fare Across Multiple Platforms
It’s important for companies new to social media marketing to perform testing across multiple social media platforms in order to determine which platform performs the best. A/B testing can be performed with different types of media and copy to see what resonates the best with their target audience. - Jordan Edelson, Appetizer Mobile LLC
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620cac01de9ebb1113525321de2dae43 | https://www.forbes.com/sites/forbesagencycouncil/2019/09/20/six-simple-ways-to-become-a-better-brand-storyteller/ | Six Simple Ways To Become A Better Brand Storyteller | Six Simple Ways To Become A Better Brand Storyteller
Good marketing has always been about storytelling. You need to find out what’s important to your target audience—whether that’s your customers, your employees or your investors—and talk about your brand in a way that’s relatable, engaging and meaningful to them.
Business owners often serve as their brand’s primary steward to these internal and external stakeholders. Therefore, it’s important to understand not only the stories your audience wants to hear, but how to tell them effectively.
So what do you need to know? Below, members of Forbes Agency Council offer their advice for leaders seeking ways to improve their brand storytelling skills. Here's what they advise:
Members discuss a few ways you can become a better brand storyteller. Photos courtesy of the individual members
1. Collect And Repurpose Stories From The Whole Organization
Create a Google document where you will keep all your stories. Share it with your employees. And ask everyone to write down any, even slightly above-ordinary, brief stories about interactions with customers. Next, grab your smartphone, put it on a tripod in a well-lit room, attach a decent mic and record a brief video about what happened in that story. Telling stories in this format is natural. You don't have to memorize lines. Just speak. Next, write up what you said on video. Now you have a video and written story which you can now use in your blog, podcast or, given an opportunity and the right audience, on stage. - Sasha Berson, Comrade Web Agency
2. Be Authentic, Empathetic And Practical
The best way for business owners to become better storytellers is to practice authenticity, to be empathetic towards others while sharing and to share practical takeaways others can apply to their own journeys. - Kris Christian, FAME Enterprises
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3. Get Clear On Your Message
To be an effective storyteller, brands and business owners alike need to speak how they want to be spoken to. This means keeping it real but speaking simply and authentically with a clear message. If you want to be an emotional storyteller, use music to help set the tone. When done right, the insertion of music is compelling and motivating. - Anas Ghazi, Kantar
4. Find Your Brand Voice
Tell your story. Tell the truth. Connect with your audience in an active and engaging voice. Develop a consistent brand voice and produce high-quality, original and valuable content. - Andrew Oziemblo, ChicagoSEOGeeks.com
Read more in Beating The Buzz: Building Brand Awareness That Lasts
5. Leverage Your Team To Help Tell Your Story
Every business tells a story. Business owners get trapped in their daily to-do lists and the "one more meeting" vicious cycle to the point of forgetting how many stories are there to tell around their business. Follow these three rules to become a better storyteller: First, make time for reflection alone and with the team to discuss what is happening in the business and around it. Second, invest in a content marketing team to publish ongoing thought leadership articles and videos. Each piece of content tells something about you and the business that can have an impact on someone else's life. Third, turn your team into ambassadors and advocates: One can reach many, many can reach the world. - Luigi Matrone, eBusiness Institute
6. Listen To Others First
Ask and listen before you tell. Go outside yourself and really probe what others think and feel about what you do and its impact. That will give you a wealth of feedback and inspiration to create a narrative that is authentic and resonates. - Caroline Venza, Mission Control Communications (mc²)
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f225faed44af42123a08062fec987276 | https://www.forbes.com/sites/forbesagencycouncil/2019/09/24/defining-what-makes-a-business-unique-the-secret-sauce-of-successful-marketing/ | Defining What Makes A Business Unique: The Secret Sauce Of Successful Marketing | Defining What Makes A Business Unique: The Secret Sauce Of Successful Marketing
Most employees, including at management level, know what their company does and how it performs its functions. However, even business owners can sometimes struggle to represent the unique value that the firm brings to the table.
In a competitive market, being unique matters immensely. By defining the things that the business does above all others in the field, it allows customers and partners alike to realize the potential it offers to their relationship. That definition could shape the way everyone views the company as a whole.
Below, 12 members of Forbes Agency Council delve into some of the ways a business could define its unique value proposition, and how those companies can market that potential.
Members explain how to define your business's "secret sauce" for successful marketing campaigns. Photos courtesy of the individual members
1. Have A Clear Frame Of Reference
If you ask multiple people in one company, "what business are you in," you'll often get different answers. Defining your frame of reference or the category in which you compete with great specificity is often the secret sauce to brand differentiation. This means examining the concentric circles around your business and seeking your own definition that allows you to compete in an ownable way. - Joanne McKinney, Burns Group
2. Find Your Truth Statement
Stepping back and looking at your business from a strategy level is a great idea to move from asking questions to answering them. Find out your truth statement -- something that no one else in your industry can say -- and you'll have a much easier way of discussing your brand and what value it brings to the market. - Lee Salisbury, UnitOneNine
3. Do A Competitive Set Analysis
Once leadership defines the brand pillars and values, it is imperative that the staff as a whole concur that it actually rings true in practice. The company must also do a competitive set analysis to find if they are indeed unique and challenge assumptions with research. If the brand differentials are both authentic and fresh, it is easy to identify what qualities make a brand unique. - Suzanne Rosnowski, Relevance International
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4. Define Your Brand In One Word
As I work with clients to define their brand strategy, I finish off my session by having the client define their entire organization in one word or a two-word phrase. We have seen anything, from "co-creation" to "empathy" and "empowerment." These simple words go beyond the "what" and answer to the "why" and "how." They are a great asset for internal as well as external communications. - Fabian Geyrhalter, FINIEN
5. Amalgamate Executive Responses
Our agency has been using a template for successfully getting at the secret sauce for many years. We ask multiple executives to answer the following questions: Who is your product for? What business problem does it solve? What category best describes your product? Who are your competitors and how is your product different or unique? By amalgamating the answers, we have our secret sauce. - Francine Carb, Markitects, Inc.
6. Practice Self-Reflection
It's often not the business itself that makes a company unique; it's the people, their approach, the intangible elements. The work to be done is self-reflection to explore what the company's specific vision or mission is, and how that differs from other brands in the marketplace. - Drew Gerber, Wasabi Publicity, Inc.
7. Find The "Why"
Ask yourself "why" your company exists. The answer to that question will help reveal your strengths. If it's too hard to answer internally, ask a few customers why they hired your company. The answers should be similar. If they aren't, realign your value proposition to meet the customer's perception. Good communication speaks directly to the audience you want to influence. - Christine Wetzler, Pietryla PR
8. Ask Your Customers
You may know how you want your brand to be unique, but the world may perceive it differently. So, tap into your customers' thoughts with a survey. Their perceptions are reality and ultimately what matters anyway. If they think of you as the "friendly" bank or the "more-expensive-but-worth-it" tire store, then that's what you are. You can lead with that authentic strength in your marketing content. - Scott Greggory, MadAveGroup
9. Tap Into Employee Stories
Companies can present what is unique about them by telling the authentic story of the people that work within the business. When you represent the brand by way of "happy employees," you will gain the trust and loyalty of the people wanting to purchase the product or service. Loyalty marketing from within is what creates a unique position in a highly saturated market of copycats. - Natacha Gaymer-Jones, SWOON MEDIA
10. Focus On Consumer Value
Too many companies focus on features (what they do) and benefits (how that helps customers), but not so much on consumer value (why those benefits matter to customers). If a brand can identify what problem they fix and why that is important to a customer or makes them better, then that should be the focus of their marketing and, by default, what makes their positioning unique. - Stefan Pollack, The Pollack PR Marketing Group
11. Go Back To The Old-Fashioned Discussion Board
Identifying and defining what is unique within a business is like extracting flakes of gold from a pile of sand. Within our company, when we onboard a new client we send them a long list of questions they must answer. We analyze these answers and highlight the differences, then we go through the process of defining their uniqueness. This is another process that takes time and talent to do. - Ally Spinu, USA Link System
12. Start With Your Mission And Values
Companies should start with their mission and values. Sometimes, companies get too focused on what they think customers want to hear rather than how they deliver what's expected. Organizations need to take a close look at what they believe in and how that impacts the delivery of their product and/or service. This approach will ensure their ability to tell a story that differentiates. - Bo Bothe,BrandExtract, LLC
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a1fbbc706d2e84e927ce4c572210e085 | https://www.forbes.com/sites/forbesagencycouncil/2019/09/27/who-should-be-involved-in-creating-your-buyer-personas/?sh=641771cc2a1f | Who Should Be Involved In Creating Your Buyer Personas? | Who Should Be Involved In Creating Your Buyer Personas?
At a time when data is king and demographics guide marketing decisions, it’s easy to overlook one of the fundamental concepts in sales: buyer personas. A model of your typical customer’s psychology can be invaluable to your company. Unfortunately, many companies don’t know how to build personas that accurately reflect their target markets. As a result, they tend to undervalue a crucial tool that can help them better reach their ideal customer.
An accurate buyer persona can increase the effectiveness of your sales and marketing efforts. It can also provide you with actionable insights into your company that you can use to identify areas of improvement. But who should be involved in creating your buyer personas? First, it helps to know what buyer personas are and what they can do for your company.
What is a buyer persona?
A buyer persona is a psychographic map of the desires, motivations and anxieties of a representative individual of your target market. Buyer personas can take a variety of forms -- from simple charts about key pain points to elaborate stories. Each buyer persona is a model of your ideal customer and typically a composite of many different experiences. However, you might build a persona around a specific individual if they had a noteworthy experience.
Regardless of what form it takes, your buyer persona can provide the context that makes all of your other data make sense. Whereas demographic information tells you how much disposable income your target customer has, a buyer persona tells you what might motivate them to spend their money on your product. Data tells you who to talk to, but a buyer persona can show you how to talk to them.
Who should create your buyer personas?
Ideally, every customer-facing member of your team -- or at least representatives from every customer-facing department -- should be involved in creating your buyer personas. They’ll have personal experience with the triggering events and pain points that your customers experience at each point of their journey. Past customers can also be an invaluable source of information for your personas if they're willing to offer information about their experience.
Each person contributing to your buyer personas brings specific information about the psychology of your customer and their emotions during each stage of their journey. Together, they can give you a picture of the experience a customer has and the best ways to reach them. While there may be some overlap, you can expect to gain the following information from each person contributing to your buyer persona:
A Representative From Sales
A representative from your sales team should help to draft your buyer personas, as they have direct interaction with customers on a regular basis. They’ll have an intimate knowledge of the frictions customers typically experience while trying to find a solution to their problem. Your salespeople practically have an endless number of experiences during which they've interacted with a customer. Each scenario is a learning experience they can draw from to help craft your buyer personas.
A Representative From Marketing
At least one representative from marketing should have a say in building your buyer personas. They can compare the emotional information they have gathered about your customers. They may identify commonalities with the sales team that can form a central component of the buyer persona, or they may find that there are subtle differences that may indicate more personas are necessary. With input from your marketing team, your buyer persona will be more conducive to their efforts to craft messaging that is more likely to resonate with your ideal client.
Executive Leadership
Your business’s executive leadership is one set of individuals who should be involved in creating your buyer personas. They will know the goals and vision of a company and can guide the creation of personas that are relevant to them. They can give purpose and a general structure to your buyer personas, making them directly useful to the company. While there’s a myriad amount of information that can go into a buyer persona, executive leadership can identify the most important questions that need to be answered.
Past Customers
If possible, you should also try to (as non-intrusively as possible) interview your past customers or current customers to build your buyer personas. They can provide you with valuable psychographic information that you can only infer from other sources. From them, you can gather firsthand knowledge of their pain points, anxieties and triggering events that caused them to ultimately take action about their problem. By building personas around people you like working with, you’ll be in a better position to attract more customers like them.
However, you don’t have to build every buyer persona around a success story. You might create buyer personas based on customers who were dissatisfied with your company to find areas of improvement or customers to avoid. Every customer you interact with is a valuable source of information, and the only limitation to the number of personas you decide to make is whatever your company chooses.
Conclusion
Nearly every member of your team has something they can contribute to your buyer personas. A buyer persona is an asset that can be constantly improved and updated to better guide your sales and marketing efforts. Even a simple persona that captures some of the key thoughts and motivations of your typical customer can be useful if your business isn’t using one already. The only question is how much time and how many resources you want to dedicate to creating them.
There’s virtually no limit to how elaborate your buyer personas can be or how many you can make. The more time you invest into them, the more points of convergence you can identify among your customers. This information can help you more intelligently position your business as a solution to their problems. What’s more, the better you understand your customer's thoughts, motivations and feelings at each stage of their journey, the more you will understand the strengths and weaknesses of your business.
Forbes Agency 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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2d4207e005276538709fd29b9da32c80 | https://www.forbes.com/sites/forbesagencycouncil/2019/10/01/the-age-of-analytics-and-the-importance-of-data-quality/?sh=761aebeb5c3c | The Age Of Analytics And The Importance Of Data Quality | The Age Of Analytics And The Importance Of Data Quality
The use of analytics is no longer limited to big companies with deep pockets. It’s now widespread, with 59% of enterprises using analytics in some capacity. And companies are capitalizing on this technology in several ways. For example, at our agency, we typically scrub big data for advertising insights for our clients. And many of the companies we’ve worked with revolve their entire market strategy around the insights pulled from new data.
According to a survey from Deloitte, 49% of respondents say that analytics helps them make better decisions, 16% say that it better enables key strategic initiatives, and 10% say it helps them improve relationships with both customers and business partners. But in order to take full advantage, you need to know how to get the most value from your data.
Data Quality Standards
There is certainly not a lack of data available. However, the quality of that data still leaves much to be desired. A study from the Harvard Business Review discovered that data quality is far worse than most companies realize, saying that a mere 3% of the data quality scores in the study were rated as "acceptable."
This is problematic because low-quality data adversely impacts many areas of business performance. In particular, it can translate into incomplete customer or prospect data, wasted marketing and communications efforts, increased spending and, overall, worse decision-making. Therefore, improving data quality should be a top priority for all businesses.
There are a few ways to go about this but, in my opinion, as an agency owner, one of the best approaches is web data integration (WDI). WDI is a process that aggregates and normalizes data and presents visuals and other reporting that makes analysis easily digestible. WDI relies on a similar premise as web scraping but is far more comprehensive. It also has the ability to make data "intuitive" -- something that’s essential for capitalizing on the massive volume of data that’s out there.
It allows you to take a large volume of data from a myriad of sources and break it down in a way that makes client analysis much easier to do. For us, if we're looking to clean up data quality, this process helps us present data back to clients in a cleaner fashion.
Before formally choosing to implement WDI, businesses should first determine what specific goals they have for data sets and then decide whether an in-house solution or a managed service through a third-party provider is the better option.
Another way companies are fully leveraging data is through machine learning, where computer systems learn, improve and evolve as they take in new data.
Assessing Data Quality
So, how can you tell if you’re dealing with low-quality data? In a Harvard Business Review article, data experts Tadhg Nagle, Thomas C. Redman and David Sammon recommend the following key steps:
• Gather a list of the last 100 data records you used or created.
• Then, focus on 10-15 key data elements that are most integral to your business operations.
• Have management and their teams go through each data record and identify any noticeable errors. Examine the results. (In my opinion, an easy way to go about this is to create a spreadsheet with two columns -- one for perfect records and another for records with errors.)
Once you look through the results, the quality level of your data should become obvious. If more than two-thirds of your records have errors, that’s usually a sign that data quality is hurting your performance and needs improvement.
Here are a few other data management tips:
• Move all of your data to a centralized database to create a standardized data architecture.
• Ensure your employees are up to date on all aspects of data best practices, including data entry, management, compliance and safety.
• Create data management hierarchies if you have multiple teams to keep it all organized and reduce the odds of a breach occurring.
• Designate certain team members to handle core data management.
Choosing The Right Tools
Data is one of the most valuable assets a business can have and potentially has a tremendous impact on its long-term success. That’s why it’s vital to utilize the right tools and technologies to fully leverage all available data and make it as accurate as possible.
Here are some specific things we look for when assessing tools/technologies for accurate data analysis:
• Data normalization for simple organization
• Shareable dashboards for streamlined communication between team members
• Fully mobile
• Third-party integration
When searching for tools, it's wise to request a demo of any platform you’re considering to get a hands-on feel of how it works, what the dashboard is like, how intuitive it is and so on. Do you naturally like the look and feel of the product right off the bat? Or do you find the experience to be friction-filled? First impressions are everything, so you want to ensure the product feels right to you.
Final Thoughts
Analytics has come a long way in a relatively short period of time. It can aid in multiple aspects of operations and be a real game-changer for many businesses. But to get maximum results, companies need to know how to properly utilize this technology, improve the quality of their data, and effectively manage it. Those who are able to do so will have a considerable advantage over the competition, and be poised to succeed in 2019 and beyond.
Forbes Agency 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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b8b325000f4a572109436951276a870c | https://www.forbes.com/sites/forbesagencycouncil/2019/10/02/how-to-create-a-written-marketing-plan-to-build-your-business/?sh=228d3bb41f51 | How To Create A Written Marketing Plan To Build Your Business | How To Create A Written Marketing Plan To Build Your Business
Picture this: You're at the airport, walking down the jetway as you board your plane. As you walk onto the plane, the pilot greets you: "Hey, welcome on board! I'm really glad you're here. I don't actually have a flight plan and I'm not really sure where we're going. But sit down, make yourself comfortable, and enjoy the flight!"
How would you respond? I'd get off the plane as quickly as I could, and I bet that you would too. That's why it's surprising how many entrepreneurs are operating their business without a plan. They don't have a business plan and they don't have a marketing plan, and so they're flying blind. They're drifting in the wind instead of moving purposefully toward their destination of choice.
That's the reality for too many business owners today. And here's what it looks like, in terms of day-to-day reality:
• Unpredictable cash flow.
• "Boom and bust" production cycles: One month, they don't have any customers so they panic and start marketing. Then, the next month they're so busy doing the work they've accumulated that there's no time for marketing. So the next month there are no customers, and the cycle begins again.
• Little control over the types of clients and customers the business serves because they have to accept whoever walks in the door that day.
• No ability to project growth, which makes it difficult to know when to hire staff, invest in new equipment or move into a new office space.
• General uncertainty and stress over where the next customer or client is going to come from.
Those are some of the most common side effects of operating without a marketing plan. The cure: Create a written marketing plan.
The really good news is that creating your marketing plan doesn't have to be a scary, time-consuming process. The goal is to create a short, practical, action-oriented roadmap for your business and your marketing -- not a 50-page "plan" that just ends up gathering dust in a drawer somewhere.
To get started, think about the following questions and then write down your answers:
1. How much personal income do you need to take out of your business in order to support the life you want to live? $10,000 per month? $50,000 per month?
2. How much revenue do you need to bring into the business each month to create your desired personal income? To answer this question, you need to know your profit margin. Let's say your goal is $10,000 per month in personal income and you have a 10% profit margin. That means you need to create $100,000 per month in revenue to hit your personal income goals.
3. How many clients or customers do you need per month to hit your revenue goal, as defined in Step No. 2? If your average client is worth $2,500 in revenue, you'd need 40 clients per month in order to generate $100,000 in revenue.
4. How many leads do you need to generate in order to win 40 clients per month? To answer this question, you need to know your sales conversion rate. Let's say you convert prospects into clients at a 50% rate. If that's the case, you'd need 80 new leads per month in order to produce 40 clients.
So here's the breakdown:
• 80 new leads per month
• 40 new clients per month
• $100,000 in revenue per month
• $10,000 in personal income per month
That is a defined goal! To hit your personal goals for the business, you would need to generate 80 new leads per month. Where are those leads going to come from? This is all about testing hypotheses. And it obviously depends on the nature of your business and your target market. But, here's a possible breakdown:
• 20 leads through Google Ads
• 10 leads through organic SEO
• 25 leads through Facebook Ads
• 15 leads through referrals from past clients
• 10 leads through word-of-mouth networking
This is your road map: 80 leads through five different channels, with the goal of leading to 40 new clients, which will ultimately provide the financial resources you want out of your business.
Of course, we know that it won't work out exactly as planned. Your Google Ad campaign may fail, and so your other channels will have to pick up the slack. Or you'll have to venture into something new, like direct mail or radio. But you have a starting place, and you have a defined objective that you're working toward.
Now, there's more to a marketing plan than just these numbers. Your plan should identify and flesh out your strategy to hit the goals you've just created, including answering questions like:
• Who is your ideal client?
• What are the primary benefits of your products/services and how can you communicate their value in a compelling way?
• What's your brand strategy?
• What channels will you use to communicate with your audience?
• How can you stand out from the competition in your market?
I have the privilege of working one-on-one with entrepreneurs to help them create a written marketing plan for their business. And I can tell you, from having gone through this journey many times, it can be a fun, energizing and empowering process.
No, the action never unfolds exactly as it was planned. But that's what makes business fun! It's about setting a goal, making a plan, putting the plan into action and then adjusting the plan based on real-world results.
If you don't have a written marketing plan in your business, please heed my advice. Set aside time as soon as you possibly can to think through the questions we've covered today and begin the process of creating your plan. It'll be one of the most profitable decisions you ever make.
Forbes Agency 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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ac47872765a749166890dd5eb481667f | https://www.forbes.com/sites/forbesagencycouncil/2019/10/02/why-your-law-firm-struggles-with-marketing-and-how-to-fix-it/ | Why Your Law Firm Struggles With Marketing And How To Fix It | Why Your Law Firm Struggles With Marketing And How To Fix It
Here’s a reality most digital marketing companies and SEO gurus don’t even know themselves:
Marketing is not as complicated as it seems. Yet many marketers are just chasing keywords and trying to game the Google search.
In reality, even if you are on the first page and the first position of Google search results, if your message does not match the intent of your prospects, you have lost them. In simple terms, successful marketing is when you define your perfect customer, and you learn how to speak to them in their language. You cultivate a deep understanding of their fears, frustrations, hopes and goals, and you tell a story that taps into what they want most. In other words, “If you want to see what Jane Smith buys, you must see the world through her eyes.”
My company specializes in growth-based marketing, in which I use SEO and digital marketing for law firms, and I talk to frustrated lawyers every day about their challenges. Their biggest problem isn’t that they aren’t getting enough calls from potential clients; it’s that they aren’t getting calls from the right clients. And when they do receive quality leads, they don’t know how to communicate clearly with them.
Over the years, I’ve developed a predictable client acquisition framework to help law firms overcome these obstacles. I teach them how to build their unique brand, which doesn’t come naturally to most lawyers, who are used to talking about their experience and accomplishments. But when you are a brand, you don’t need to employ traditional SEO or keyword ranking techniques to get business. The foundation is not SEO but the message you must speak. SEO and keywords are used to define that message. Your ideal clients find you because you are speaking directly to them.
Start with these three simple steps to clarify who your client is and what your brand has to offer them.
1. Paint A Picture Of Your Target Profile
If you receive 10 calls a day from prospective clients, and nine of them are tire kickers, you haven’t yet defined – or fully refined – your target profile. You’re casting the net too wide, and as a result, you’re not getting cases that align with your expertise.
Develop an avatar of your perfect customer. Which city or metropolitan area do you practice in? What problem do you solve for your clients? Be as specific as possible. If you are a criminal defense law firm in the San Francisco Bay Area, what are the three areas of criminal defense that you excel in? If one of your focus areas is white-collar crime, for example, who is your client? Paint a picture of their work, family, hobbies and habits. What is their overarching goal in this case? What is their biggest fear?
2. Craft Your Message With Context
Many law firms fall into the trap of building their message around their own qualifications, not the concerns of their clients. For instance, this type of message is common: “We are the most trusted personal injury law firm in Dallas, and we have helped thousands of clients in our 35 years of experience. Call us for a free case consultation.” But this firm isn’t addressing any of the fears and frustrations of their potential clients. They’re creating content with no context.
Tell a story that gets to the heart of your avatar’s pain points. If they have recently been in a car accident, how are they feeling right now? What are they most worried about? What problem do they want you to solve for them?
Don’t make your message about dry facts and figures. Show that you understand the emotions behind their case; for instance, they’re worried about the cost of medical bills and the inability to work to support their families after being injured. This approach helped me connect the families of first responders with a New York law firm after 9/11. Their story was compelling, and by telling it with appropriate emotional context, they found the legal representation they needed.
3. Amplify Your Message
Once you have developed an interesting story, find the right channels with which to tell it. Where do your clients spend their time? What media do they consume? What social platforms do they frequent? You want your story mentioned in news articles, social media posts and other relevant results that your client finds when searching for a law firm specializing in their particular type of case. Quality, not quantity, is your goal. Dozens of qualified leads are far more valuable than hundreds of tire-kicker calls.
Using this framework, I have helped many small law firms become big personal brands. This system is also safe as it doesn’t game the search algorithms and continues to drive predictable results over time.
When it comes to successful marketing, being good at what you do is only the first step. You need to be able to show your ideal client how your expertise will solve their most pressing problem.
Forbes Agency 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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21985c2f8ac32d6232c4b457a3fff49f | https://www.forbes.com/sites/forbesagencycouncil/2019/10/03/12-useful-techniques-to-increase-engagement-on-social-channels/ | 12 Useful Techniques To Increase Engagement On Social Channels | 12 Useful Techniques To Increase Engagement On Social Channels
There is no guarantee that a business's social media posts will gain traction when they get posted. However, a company should at least be able to drive the engagement of some of its followers. A problem arises when engagement on all social channels is low or non-existent. If businesses continue to create and post content that doesn't achieve their marketing goals, then their social media campaign is merely wasting marketing money.
For small businesses especially, each dollar they spend should give them returns. To help, we asked 12 members of Forbes Agency Council for advice on how companies can drive engagement of the content they post to make more efficient use of their social media marketing budget.
Members share their best tips for increasing social media engagement. Photos courtesy of the individual members
1. Reevaluate Your Audience
To address engagement you must first understand your audience, why they followed you and the value they hope to gain. For example, if they followed you based your "how-to" content, but now you post about "work pets," there's a disconnect that needs to be addressed before they'll consider engaging. Engagement increases once you know what they expect and the role your brand plays in their lives. - Kevin Smith, Mighty Roar
2. Focus On One Platform At A Time
If you're focusing on too many platforms at one time, you're not really giving the dedicated attention each platform requires. My suggestion would be to concentrate on your largest platform and nurture it with consistent, meaningful daily content. - Raoul Davis, The Ascendant Group
3. Find The Right Content For Your Target Audience
It’s essential that social marketers leverage the metrics of their posts, considering the time and day of posts per social channel. Sometimes traditional marketing language, which perhaps worked on other forms of media, doesn’t stick to social audiences. A target audience must be fixed, and experimentation with language, scheduling and imagery may be the best way to find and gather engagement. - Terry Tateossian, Socialfix Media
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
4. Add Value Rather Than Noise
Many brands are obsessed with the idea of frequency to a fault. The fact of the matter is that not all content is created equal. If you have nothing to say, ask a question instead, or use a call to action to encourage engagement. I often tell my clients to think of content posts as invitations to converse and share, not tiny billboards that you throw out on the channel with pre-planned frequency. - David Harrison, EVINS
5. Interact With Other People's Content
One of the biggest mistakes people make on social is posting content but not responding to other people's content. Social media thrives on interaction. You have to like, share and comment on other posts to encourage people to do the same on yours. Also, if you do customer service, you have to respond as quickly and as personally as possible. - Christine Wetzler, Pietryla PR
6. Invest In A Paid Strategy
More content doesn't mean more engagement. Most channels have different cadences that work better and those change by industry. However, the real key is investing in a paid strategy. Organic content will support your channel but social marketing in 2019 requires a targeted, always-on, paid strategy to keep pushing your message to the right audience. - Cj Roberts, Pandemic Labs
7. Start A Dialogue With Your Followers
Whenever clients come to me complaining about lack of engagement on their social media channels, I ask, "Well, did you ask them anything?" How can you expect to get a reaction if you're not entering a dialogue with your followers. Start by asking simple questions. Last I checked, to get engaged, someone has to pop the question. Same is true for social media engagement. - Danica Kombol, Everywhere Agency
8. Plan Out Content Topics That Will Spark A Response
Lots of times, we're guilty of making content to fill a content calendar and not making content that adds value to the customer. Start by creating a pipeline of content topics that have the goal of adding value to your customer in the form of getting engagement or getting a response. - Jim Huffman, Growthhit
9. Consider The Context Of Relationship
While it's important that content is remarkable and share-worthy, the success in how far it spreads and the level of engagement is impacted more by the context of relationship and trust the audience has with the source sharing it. Humans are the medium. Finding and building relationships with the right influencers, advocates and communities to co-create and share your content is the solution. - Amanda Hite, Be The Change Revolutions
10. Focus On Quality Over Quantity
If you’re getting low engagement, focus on quality over quantity. Think to yourself, "Would I pay to promote this?" If not, don’t write it! Also, stay in touch with Google Trends, trending topics in the news and AdWords data to know what your customers are searching for and talking about to make sure your content is relevant. - Corbett Drummey, Popular Pays
11. Promote Your Content
You may post valuable content every day, but most of your audience won't see it due to the algorithms. Business profiles are less favored by social channels and that's a fact. If you want to reach more people, promote your content. There are many ways you can do it. - Solomon Thimothy, OneIMS
12. Learn From The Past
One of the greatest things about using the web for marketing is the ability to learn from the past. When trying to increase engagement, look at which posts have garnered the most (and least) engagement in the past. Do more of what has worked and less of what hasn't. For example, if you find that photos with people in them resonate better with your audience, make sure you include people in photos. - Nancy Marshall, Marshall Communications
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0d89764f7b5f8b5843e39686c73fd1da | https://www.forbes.com/sites/forbesagencycouncil/2019/10/03/top-marketing-trends-for-2020/ | Top Marketing Trends For 2020 | Top Marketing Trends For 2020
With the speed at which modern technology is growing and evolving, it is no surprise that everything that relies on it must move at a similarly breakneck pace. Digital marketing is no exception.
With constant updates, new techniques, and changes to algorithms, digital marketers are frequently scrambling just to keep up. Being aware of emerging or continuing trends is a vital part of staying on top of the game.
With a brand-new decade rapidly approaching, here are some of the top marketing trends for 2020.
Shoppable Posts
It’s highly unlikely that you know anyone who doesn’t use some form of social media. Given its ubiquitous nature, social media has understandably become an integral part of online marketing. What may not be as obvious is just how many users shop on social media networks.
This represents a tremendous opportunity for businesses, given that 72% of Instagram users have purchased a product on the app. Even more impressive, a survey of more than 4,000 Pinterest users found that 70% use Pinterest to find new and interesting products.
Fortunately for merchants, these platforms have made it easier for them to use the power of social media to reach their customers. Whether you use Facebook, Pinterest or Instagram, there are now ways for e-commerce stores to create shoppable posts, making it easy for users to shop directly from your post.
Social media offers you the ability to reach new customers quickly and easily, shortening the sales funnel and making it easier for users to shop.
By 2020, shoppable posts are expected to be the norm.
Virtual And Augmented Reality
In recent years, both augmented reality (AR) and virtual reality (VR) have become massively popular and are emerging as top trends in marketing. In 2020, AR is expected to surpass VR in popularity, despite VR’s early lead.
Already, many major companies are making use of AR. Ikea, for example, has an app that allows users to visualize what a piece of furniture would look like in their home before making a purchase.
Interactive Content
Today’s buyers are looking for new experiences when they go online, and for many, that means greater interactivity. In fact, a whopping 91% are seeking more visual and interactive content. There are several reasons for this:
• Interactive content is different and new, and as such, it stands out more.
• This type of content serves to keep visitors on your page longer.
• Interactive content is immensely shareable, and when users share this content, it helps to grow awareness of your brand.
• Simply put, interactive content is more engaging. Users enjoy it more than other content.
Personalization
2020 is going to be the year of personalized marketing. Consumers are quite adept at tuning out generic ads that have no real connection to them. Accordingly, traditional means of advertising are becoming much less effective. So, what can be done? Personalize it!
In a survey of 1,000 people, 90% remarked that they found personalization appealing. More important for your business is the fact that 80% admitted they’d be more likely to give their business to a company that offered them a personalized experience.
Email lists are an old standby of marketers, and they lend themselves well to personalization. Segmented lists with personalized email blasts have been shown to perform than generic emails sent to an entire list. Don’t miss this opportunity to connect with your audience in a meaningful way.
Google Ads Smart Bidding
Those involved in digital marketing are already familiar with automation, but now Google has announced Google Ads updates that will likely lead to automation and smart bidding becoming the new normal.
Google Ads makes use of machine learning in order to optimize your bids. This gives you several new abilities to help you maximize your conversion, including:
• The ability to choose conversion action at the campaign level
• The ability to set your bids to change automatically when sales start or stop
• The ability to optimize bids over multiple campaigns with a chosen set of conversion actions
While there are a variety of new trends to keep your eye on, that doesn’t mean that all the old methods have become outdated. In fact, there are several marketing trends that have been big in the past and are expected to continue into 2020.
Content Marketing
For years, “content is king” has been the axiom of digital marketing. As we move into 2020, it continues to be true.
High-quality content allows you to show your expertise and communicate with your customers from a place of authority. Your content is also what search engines provide to searchers online, so continuing to produce high-quality content is a must.
Video Content
Customers respond well to visual content, making video an important digital marketing tool in 2019. It will continue to be important into 2020 and likely beyond that.
Don’t overlook live video. On average, live videos on Facebook Live and Instagram Live keep your audience watching three times longer than recorded ones. The daily watch time for Facebook Live videos have quadrupled in a single year, and they produce six times as many interactions as traditional videos.
SERP Position Zero
Being No. 1 is no longer the goal.
The top spot in SERP is now position zero, a featured snippet of text appearing above the search results. This prime location often provides information relating to the search query, while also providing a link to the page from which the information is drawn.
Position zero is the first, and sometimes only, result that some users will view. As such, it is highly coveted and should be the focus of your efforts.
While many business owners appreciate the fact that marketing continues to change at a fast pace, those who are willing to adapt and evolve will continue to attract high-quality customers in a digital world.
Forbes Agency 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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57982d01cfeb5cb447783ae264e4ce25 | https://www.forbes.com/sites/forbesagencycouncil/2019/10/04/using-negative-feedback-to-improve-your-business/?sh=65705e3f3376 | Using Negative Feedback To Improve Your Business | Using Negative Feedback To Improve Your Business
No matter what field your business is in, marketing is a two-way street. The customer and company have a delicate relationship that extends beyond advertising to your audience. That relationship is the cornerstone of any successful business.
Appropriately, introspection is one of the most valuable assets a company can have. When you’re in tune with your customers’ expectations and desires, you can develop a self-awareness that allows for better communication, solidifies consumer relationships and adeptly delivers results.
Where does this introspection come from? I've noticed that for many business owners, it comes from collecting a wide range of customer feedback, both positive and negative. Positive reviews identify what you’re doing correctly, so don’t ignore them. If you see a pattern, you’ll know what you need to continue providing. Plus, knowing that your hard work has been recognized is an excellent morale booster.
However, I believe that negative feedback is most deserving of your attention. Of course, accusations and complaints aren’t exactly pleasant to read. The difficulty of addressing disgruntled customers can cause some business owners to ignore these reviews. But properly acknowledging and responding to negative feedback is one of the best things your company can do. Let’s discuss how critical feedback can actually be essential to your business’s growth.
Why Negative Feedback Can Actually Be Good
Negative reviews are arguably the most valuable kind of feedback. They offer the potential to help you grow and adapt your business to better cater to your customers. Admittedly, negative feedback can sting, especially if you think you already know all of your business’s pitfalls.
While it’s understandable to feel defensive or be distressed about negative reviews, I've found that it’s best to view them as an invitation for an open conversation about what your business could be doing better. As such, a mindful, future-oriented approach is vital when addressing negative feedback. View the critique constructively and see how it contains insight that can improve your business. Listening to your customers can improve your relationships and help you transform customer pain points into areas where you can flourish.
Responding To Negative Feedback
Never ignore a negative review; treat it as a conversation. Viewing the matter as a person in need reaching out to you for a solution helps put you in the customer’s shoes and reciprocate. Doing so can help you nurture your relationships with customers and even mend those that have been damaged: The customer you helped might go around and tell everyone about the excellent customer service they received.
If you're taking the time to respond to negative feedback, ensure that you're doing so correctly. For instance, it’s often better to hold off on responding at all until you've devised a good response, especially if emotions are high.
What does a good response look like? Consider this customer feedback example: “Poor communication. Your staff told me that my insurance would cover your services and I would only be charged a copay, but I ended up with a large bill. I’m so disappointed.”
Don’t go with your first instinct. Keep in mind that other potential customers will be able to see your exchange. A good response might look like this: “Thank you for your review. Sometimes, it can be hard to understand all of the details of insurance benefits. While our staff discusses insurance coverage with our patients, sometimes we don't receive certain forms that are necessary for us to process a claim. If we don't receive these documents from the patient, we cannot guarantee coverage. However, there are some ways to resolve the matter. We apologize for the inconvenience and encourage you to reach out to us.”
There are several distinct elements at play in this response. While firm, the response is sympathetic and uses indirect language to avoid coming off as aggressive while still acknowledging their feelings. You don't want to blame the customer in any way. Redirecting blame is an excellent tactic that identifies a problem and offers a solution without placing your business or the customer at fault. Doing so can boost your business’s credibility and improve the customer experience, making repeat business more likely.
Identify The Best Feedback
Of course, it isn’t necessary to get caught up with every single piece of negative feedback you receive. Some people are just going to complain. Boundaries are important, as well as establishing a set of core values that you want your company to stand by, which should somehow be reflected in your communication with customers. By identifying your goals, you can distinguish the valuable criticism from comments coming from pessimists who excessively nitpick everything.
Defense is a natural reaction to criticism, and sometimes it may be warranted. Still, resist the urge to disregard negative comments. The sooner you learn how to use negative feedback to your advantage, the more time you have to actively improve your business.
Forbes Agency 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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88d79b14cbe1c8d51000e49bbe447ba6 | https://www.forbes.com/sites/forbesagencycouncil/2019/10/04/why-sustainability-is-becoming-as-important-as-influencers-in-fashion/ | Why Sustainability Is Becoming As Important As Influencers In Fashion | Why Sustainability Is Becoming As Important As Influencers In Fashion
Did you know that the hashtag "#sustainablefashion" has grown five times in the last three years?
The fashion industry is the second most polluting in the world, and sustainability has become a new movement in itself. Influencers, as well as fashion brands, prove they understand the importance of standing for such ethics.
Following your values is one of the three trends I have identified. The emergence of a consumer demand-driven model is also strategic, but the key new trend is to show you support sustainability.
1. Values
The growth of digitalization and social media has given incredible power to influencers, and the fashion industry today is influencer-driven.
The fashion industry, which used to be trendsetter and push products onto consumers, has seen a shift into this dynamic slowly moving to a “pull” industry where products are designed according to influencers.
Influencers are estimated to be an $8 billion ecosystem, and their authority is undeniable. Influencers ask for their importance to be recognized and to be called “talent” or “ambassadors” because they understand consumers today want people they respect and who bring value.
Influencers adapt to consumers to stay on top because they recognize that there is a shift going on when talking about ethics and values. This shift is dictated by consumers, and brands should follow influencers in this strategy.
The fastest-growing segment of the fashion industry is clearly the resale industry, which tells us that consumers are turning toward sustainability.
2. Consumer Demand-Driven
It seems Amazon found the perfect new wave to surf with their drop collection, #amazonthedrop.
Collections are exclusively designed and promoted by key influencers. The items are produced on demand and are sold for 30 hours as a limited edition.
I wonder if this is purely marketing-focused and the goal is to create a sense of scarcity and an urge to buy, as per streetwear brand Supreme, or does the industry actually care about being more sustainable by producing according to demand?
Being able to respond to demand and tailor production is a dream come true for every fashion brand out there. H&M's $4.3 billion worth of unsold clothing is proof that the industry is suffering.
Connecting with consumers and the reality we live in is the key. Influencers adapt to consumers’ demands, and so should the industry. New, innovative approaches are rising, like analyzing Instagram feeds to detect future trends and leveraging social media to go a step further and predict which product prototypes consumers want, helping brands and retailers save financially and environmentally.
Did you know it takes 700 gallons of water to produce one T-shirt? Predicting demand is a key clothing company Zara is also trying to unlock, and you may have noticed its data challenge last March. If you haven't heard of it, you've likely heard of Zara’s recent announcement to have all of its clothes made from sustainable fabrics by 2025.
3. The New Trend
Zara used to be a trendsetter, and by making this statement, they may prove that they still are. Did you know that more than 8 in 10 millennials (81%) expect companies to make a public commitment to good corporate citizenship and that 3 out 4 millennials and Gen Zers are willing to pay extra for sustainable offerings?
It seems the luxury industry has also understood the possibilities.
Kering, the luxury group behind brands like Gucci and Yves Saint Laurent, has graffitied sustainability all over its brand image. Kering’s CEO made an acclaimed mediatized plea at the Sustainable Fashion Summit calling the global financial institutions to take into account environmental and social performance.
Is this marketing, or a true call to action?
There seems to be consensus on strategy, though. Business of Fashion recently claimed that “it can be riskier to not take a stance when marketing to consumers who prefer brands with a social purpose.”
It is clear that promoting a sustainable image is key, and when you know the two biggest players in the fashion industry are influencers and sustainability, my recommendation is to take a step further and bet on sustainable fashion influencers to promote the right message for your brand.
The fashion industry is influencer-driven and influencers are recognizing a shift in consumers’ values. Leveraging social media to predict the demand and produce accordingly is a strategy to become more sustainable, and claiming sustainability has definitely become the key trend in fashion. From fast-fashion chains like Zara to luxury brands like Kering, all are marketing sustainability.
Could it be that pioneering and betting on sustainable fashion influencers might be the most resonant marketing strategy for fashion brands tomorrow?
Forbes Agency 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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d2d0f6278d02cf4640afcf2e8533a71d | https://www.forbes.com/sites/forbesagencycouncil/2019/10/07/seven-essential-pr-and-media-strategy-lessons-entrepreneurs-should-remember/ | Seven Essential PR And Media Strategy Lessons Entrepreneurs Should Remember | Seven Essential PR And Media Strategy Lessons Entrepreneurs Should Remember
Public relations and media strategy are foundational elements to a business's branding and marketing departments. Like many other parts of business development, learning the ropes from a mentor usually offers added insights that courses or textbooks don't cover. After all, the real-life lessons that mentors offer to younger professionals are often hard-earned, and can typically give an added advantage to newer entrepreneurs—particularly ones who are still getting a feel for making the most of their PR efforts and media presence.
To help business owners improve their marketing game, seven professionals from Forbes Agency Council, below, shared some of the most valuable PR and media strategy lessons they've received from their mentors. Here's what they said:
1. Start With Your Strategic Goals
Always start with the strategic business objective. Starting with your goals will help keep all parties informed of the final destination, which is essential for decisions that are made without you. - Ryan Hansen, LumenAd
2. Make Sure You Aim For The Right Target
My best mentor taught me that the best strategy in the world cannot fix the wrong objective. The key to getting your strategy right is to ensure that you're aiming for the right target before you start. - Daniel Hill, Hill Impact
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
3. Always Test And Adapt
Test or die. If you aren't always testing and adapting, you'll fall behind and become irrelevant. PR and media are dynamic fields—they are not for stodgy people who are set in their ways. - Greg Trimble, Lemonade Stand
4. Be Authentic In Sharing Your Story
YouTube videos and Quora articles have been my only mentors so far. Seeing the reaction of a lot of successful business owners on it, I think the single most important thing I have learned is to be authentic and have a good way to put your story into words. You can't imagine how much free PR you can get just by telling your story, and nothing is better than free and authentic brand promotion. - Vishal Jain, Sunshy Group Of Companies
5. Simplify The Message
One of the more valuable lessons I've learned about PR and media strategy is "simplify the message.” It is necessary to go straight to the point. By doing that, you’ll be able to prevent distractions and make sure to deliver a great story. - Giovanbattista Cimmino, SocialAsk
6. Be Consistent And Creative
Media is all about consistency and being creative. Everyone has a unique story—in the end it's about understanding and getting it out into the world. - Jose Aristimuno, NOW STRATEGIES
Read more in Can We Train Our Creative Muscles?
7. Offer Radical Candor
Radical candor is the most effective and most important thing in PR. Trying to "spin" a situation always ends in disaster because people will see through it immediately, and means that you are trusted less by clients, peers and journalists. The only way to truly succeed in the long term is to be completely honest—which is the opposite of how most people view those who work in PR. - Paul Blanchard, Right Angles
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db8e6b16bcf78954784ddc5a9d3f5b97 | https://www.forbes.com/sites/forbesagencycouncil/2019/10/09/four-components-of-effective-collaboration/?sh=6fed4b9a2f97 | Four Components Of Effective Collaboration | Four Components Of Effective Collaboration
Reflecting on the days when I was performing as an improvisational actor and leading a ragtag troupe in San Diego, I was reminded of the similarities between improv and effective business collaboration. Although it seems that there has been much debate about the merits of collaboration and how to best foster it within a business setting, inviting input from others and cooperating toward a common goal is precisely what our improv group endeavored to achieve during each skit.
Countless articles and studies have been published that endorse the concept of collaboration-friendly environments to move business goals forward. But it seems that a gap remains in effective execution. According to research shared by Queens University of Charlotte, "39% of surveyed employees worldwide say people in their organization don't collaborate enough."
Within our own organization, we've worked to promote collaboration and communication. Recognizing that we employ a cross section of people of different generations and experience levels, we encourage multiple points of view to be expressed without judgment and stress the importance of teamwork — both of which we feel are essential to effectively cultivating a collaborative environment. Our mission statement is inclusive as well: “To serve as a trusted resource partner to our customers, our community and our coworkers.” For us, it's all about 24/7 collaboration.
The following are four key components of purpose-driven collaboration.
1. Diversity
In my experience, filling a room with like-minded individuals seldom inspires new thinking. High-impact outcomes are more often the result of a variety of viewpoints, experiences, professional roles and personal interests.
Think about a situation when you were engaging in a healthy debate about a topic or striving to overcome a multifaceted roadblock. If each of the individuals engaged in the discussion viewed the variables the same way and had precisely the same purview, it's likely that very little originality came from the dialogue. In fact, the time wasted on immediate agreement could have been easily avoided by having a single individual determine the course of action.
The very essence of debate and discussion require healthy discord. It is through such friendly conflict and differing opinions that a more comprehensive — and often decidedly better — solution can emerge.
Here are a couple of quick tips that I've found incredibly effective:
• Encourage diversity by welcoming all comments and suggestions.
• Strive to accept all suggestions openly and actually like them. In other words, listen without judgment, and constructively contribute to shaping the idea.
2. Equality
Inhibiting equality is something to avoid when assembling a group to collaborate. I've noticed that in organizations where one individual controls the entire outcome and therefore is the lynchpin in all decisions, true collaboration is seldom successful. The group may have a healthy exchange, but if the result is an autocratic rather than democratic decision, unity and self-empowerment will likely be stifled.
I've found that for successful collaboration, each idea presented (and every individual attending the collaborative exercise) must be given equal weight. Make sure to create a judgment-free zone without fear or repercussions. Bringing a team together only to implement a class system is counterproductive, demoralizing and ineffective.
3. Energy
Although there is no single formula for running a successful collaborative session, don't overlook the importance of keeping it focused and highly motivating. To maintain energy, collaborations often require physical activities (whiteboard or sticky note exercises, small group discussions or standing for a bit or stretching). Depending on the goals of the session, maintaining a high level of energy and engagement throughout can produce far better results.
If interaction is not included as part of the group’s collaboration, then the question is, “Why couldn’t the same result be generated through an email exchange?” I believe the difference is emotional involvement — in the case of email exchanges, I characterize them as highly transactional in nature. In a group meeting, emotional engagement invariably occurs, which typically produces a highly motivated and driven team.
4. Mobilization
The final key component of collaboration is mobilization — in other words, taking the outcome of the collaboration and putting it into action. Answer a series of simple, logical questions at the conclusion of any collaboration: Who among the group will be held accountable for which identified activities? What is the time frame for the completion of activities? When will the group reconvene or be informed of progress? How will the newly developed plans make a difference within the organization or externally as they affect customers or partners?
Collaboration without an action plan is merely a conversation. Driving results demands action, and answering the crucial questions above is of paramount importance.
The combination of these four components can result in healthy collaboration that will be worthwhile for any size organization, in any setting. Collaboration is largely an art rather than a science, and it's an art that deserves concerted effort and pursuit by groups striving to move beyond roadblocks, achieve new results and establish new goals.
Forbes Agency 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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0fb81c1acf22a71f7063b35adcad24d0 | https://www.forbes.com/sites/forbesagencycouncil/2019/10/10/marketing-2020-a-shift-from-loyalty-to-relevance/ | Marketing 2020: A Shift From Loyalty To Relevance | Marketing 2020: A Shift From Loyalty To Relevance
In a landscape that has brands worldwide revising their advertising and marketing budgets annually, it stands to reason that the "how much" has become less relevant than the strategic direction for the hard-won budget.
According to Mary Meeker’s 2019 Internet Trends Report, digital ad spend is up 22%. While it’s not shocking that we spend far more hours looking at our devices than any other ad vehicle, Gartner confirms that spending on ad and marketing technology has never been higher, accounting for a tremendous 29% of the total marketing budget, making it the single largest area of investment. The most likely reason? An endless need to improve personalization and relevance in advertising.
Marketers have long preached personalization as the future-proof way for businesses to engage with and retain customers, so what’s powering the move toward relevance? The digitization of everything, according to a recent Harvard Business Review article.
Customers now have access to endless information and have more freedom to move between brands than ever. It's not that loyalty is unimportant — loyalty still matters, but it no longer can be bought simply with rewards or discounts. Today, any brand has access to advanced cloud-hosted data analytics platforms, and consumers know it. When analyzed properly, the data can be a lens through which brands can better understand its customers' wants and needs, right down to the individual level. And thanks to mobile, it has a channel through which to meet them.
For example, as a full-service mobile engagement agency, we have found a lot of success in maximizing engagement and relevancy through SMS, MMS and emerging RCS messaging. These channels can be integral for sending messages directly to customers in personal ways and in secure channels they already trust and use daily.
Digital marketers value personalization due to its ability to tailor specific messages to individuals based on their preferences, which unsurprisingly triggers sales conversions. This can be as simple as addressing them by their first name or even sending a communication on their birthday, empowered by just two data points — name and date of birth.
Today's advances in technology, coupled with the need for enterprises to use messaging to improve customer service and marketing functions, are improving the uses of personalization and messaging to deliver customer engagement — not just at the end of the sales funnel, but throughout the customer journey.
Options for brands to communicate with consumers used to be limited to just a few channels, with a heavy dependency on email, until recently. While email has its benefits — primarily ubiquity and low cost — it also proves very low engagement in marketing and advertising, with an average industry open rate of less than 19%, and a click-through rate under 3%. And the failure can’t be blamed on content quality: Across the board, almost no industry can boast an open rate of much more than 20%. Clearly consumers are fatigued, likely by the sheer volume of baseless ads brands deliver through email, delivering a massive opportunity for brands that are ready to explore less conventional methods for reaching and converting consumers.
Recently, one of our clients, a U.S.-based mobile carrier, moved away from its traditional welcome email for new customers — a run-of-the-mill note containing information about how to set up the new phone, how to buy extras (like insurance), and who to call for more help. Results from the old-school email were unremarkable, driving the brand to experiment by sending each new subscriber a video over the mobile messaging channel directly to their mobile device. The video was personalized based on the individual's specific device, data plan and account setup information, and the results were incredible: a 98% open rate and a total transformation in terms of reduction in early churn.
Over the subsequent months, the carrier sent more Multimedia Messaging Service (MMS) messages at highly strategic moments in the customer's lifecycle. Each message addressed the individual subscriber with offers tailored specifically around their usage and behavior. Churn fell by 20%. The program delivered tens of millions of dollars in saved revenue. In this case, video literally killed the email message, proving that the audience preferred to watch a personalized message versus reading it.
Consumers value personalization: A study by Accenture revealed that "91% of consumers are more likely to shop with brands that recognize, remember, and provide them with relevant offers and recommendations." Historically, what passed for personalization was very basic. Now, true personalization is achievable via innovative platforms that plug into an enterprise's CRM system. Not only do they result in data that helps to reveal relevant customer insights, but they also allow brands to create more compelling connections.
Consider this: A brand with 2.5 million opt-in customers can send 2.5 million different personalized videos via messaging. And the options are as diverse as the data captured by the brand. In fact, brands that layer additional third-party data can achieve next-level relevance in the eyes of their customers.
Savvy marketers strive for one-to-one personalization. Delivering highly relevant messages in the form of offers, etc., represents a golden opportunity to cement consumer relationships, driving increased loyalty and, ultimately, sales. But the opposite is true, too. Brands need to be extremely thoughtful about how they personalize their content, or they run the risk of irritating customers or, at worst, creating the impression that their personal data is being misused, resulting in alienating customers.
As technology continues to deliver more opportunities for connecting with customers, now is the perfect time for brands to investigate new opportunities, such as mass personalized messaging on mobile. As a medium, MMS is very well-established in the United States and is showing growth in global markets. The future promises even more possibilities, with richer messaging services just on the horizon, that will add features like video, maps, payment screens and coupons within messages. But regardless of the richness of content, it’s vital that brands are aware that they must strike the right balance with the data they use. The era of relevance is coming and the cost for any brand that ignores it? Irrelevance.
Forbes Agency 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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82fb0778aaab2986837eab6409801628 | https://www.forbes.com/sites/forbesagencycouncil/2019/10/14/three-influencer-marketing-problems-that-brands-themselves-have-created/ | Three Influencer Marketing Problems That Brands Themselves Have Created | Three Influencer Marketing Problems That Brands Themselves Have Created
Influencer marketing has risen in popularity over the years, driven in part by driving sales, quality content creation and third-party credibility. But as the industry has grown, some issues have emerged. Three of the major ones have been caused at least in part by how brands themselves go about working with influencers. All three can be easily avoided:
1. Fake Followers/Fake Likes
One of the significant values of influencer marketing is the audience that the influencer brings, so naturally, a larger following was worth more to brands. It didn't take long for at least some influencers to realize that buying cheap followers (as low as $50 for 10,000) could make them more money.
The problem that brands later realized is that engagement rates fall as (real or fake) follower counts grow. Microinfluencers, which we define as those with roughly 20,000 to 200,000 followers, typically have the strongest engagement rates.
To bypass fake followers, some brands started paying for "performance" by compensating based on likes and comments on influencer posts, assuming this engagement was a sign of content quality. That quickly led to formalized buying, selling and trading of likes and comments.
We've found, over the course of our programs, that either flat-fee compensation or sales-based compensation (such as affiliate models) best remove the perverse incentives brands have created that encourage influencers to artificially inflate their numbers.
2. Saturation Rate
This metric hasn't gotten nearly the amount of attention as fake followers, but it's arguably more important. Last September, I defined saturation rate as the percentage of an influencer's total content that is sponsored.
What we've seen is that as the saturation rate climbs, the influencer's engagement rate plunges. Why? People follow influencers for inspiration, discovery and keeping up with trends. If all of their content is paid for by someone else, their influence disappears more quickly than their reach.
How did brands help create this problem? By not routinely checking this number. While a good influencer creates content on time, does beautiful work and is generally a pleasure to work with, that can mean that brands flock to her again and again, crowding out any time she has for her "regular" content.
I don't begrudge the influencer for getting paid, but brands need to remember they are looking for influence, not just reach and not just attractive content.
3. Non-Disclosure Of Sponsorships
The FTC has been very clear for years now that "meaningful connections" between brands and influencers must have "clear and conspicuous" disclosures. That rule, however, is openly flaunted by brands and influencers alike.
A recent article in the Harvard Business Review noted that 28% of influencers were asked by brands to not disclose their connection to the brand. Why? Out of the belief that disclosures will damage the credibility of the content.
What's interesting about that rationale is that the same article notes that consumers are now equally likely to make a purchase regardless of disclosures. Some may even believe that the official #ad disclosure means the selected influencer knows enough about the industry to be hired by a brand and is, therefore, credible.
We've been able to track significant sales lift coming from programs with compliant disclosures, so in our experience, the fear of loss of credibility is overblown. Really good content thrives despite disclosures. Average or below-average content may be further degraded by disclosures, but a good influencer marketing program separates the high-performing content from the rest anyway.
Summary
As brands set their 2020 influencer marketing plans, the lessons learned from the past are easy to incorporate. By paying either flat fees for assignments or employing affiliate compensation models, by checking influencers' saturation rates and moving away from the worst offenders, and by demanding clear and conspicuous disclosures, the industry can continue to improve.
Forbes Agency 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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39bf95ba748d4d1daf1464e01f976bbd | https://www.forbes.com/sites/forbesagencycouncil/2019/10/15/how-to-cast-your-vision/ | How To Cast Your Vision | How To Cast Your Vision
My son recently graduated from his military basic training. Right before he left for boot camp, we discussed the importance of keeping a strong vision of graduation and what that would look like. For me, I could picture him in his dress uniform. I could envision his broad smile as he celebrated graduation with his sister and grandparents as well as the new faces we would meet on that special day. I knew that vision would be important to us both as he navigated one of the most challenging times of his life.
Over the course of those demanding weeks, I used every opportunity through my handwritten letters to remind him: "Keep the vision." Months later, as I sat with other parents facing the parade grounds, I watched him march by in his uniform. His grandparents and sister were proudly in attendance, and I met and spoke with those new faces who are now part of his brave new world.
That day reminded me how powerful vision-casting can be, personally and professionally. Regardless of what you call it — vision-casting, goal-setting or something else — I've found that it works.
This can be equally effective for your employees. Professionally speaking, I not only cast a vision for my company, but I encourage my employees to do so with their professional and personal lives.
My business coach taught me one of the most effective ways to cast a vision that would support where I wanted to go. Here are some of the tips that have helped me and that you can easily adopt:
1. Write it down. I cannot emphasize this enough. Spoken words disappear into the ether. Written words are physical. Each day when I sit down at my desk, I can look up to see the goal I have written for the year. It is there, demanding my attention at the office, and it's posted on my office wall at home. If you aren't a wordsmith, you can also create a vision board with pictures and words of what you want your professional and personal life to look like in 5, 10 or 20 years. It sounds very elementary, but again, if you don't put your dreams out there and look at them every day, how will you get there? We recently secured a speaking opportunity for one of our clients, and she said, "That was on my vision board! I am so excited." It was such a fulfilling moment to hear those words, and it reminded me once again how important vision-casting is.
2. Write in the past tense, not the future. There must be a goal, intention and deadline. For example, "By June 15th, I increased sales by 25%." Or, your goal may look more like: "By June 15th, I participated in my first 5K race." If you are really ambitious, maybe you placed first!
3. Cast your vision with descriptive words and emotions. Describe your vision in detail as if you are painting a picture with the brightest paints the world has to offer. The office space we have today is a direct result of that exercise. In 2014, I sat alone with a pen and paper, and I described a creative open space — dog-friendly, of course — as well as what we would be doing, what types of clients we would have, the colors on the walls, the types of awards we would have won, my role in the community and even what type of emotion we would have in the space. For me, it was important to envision a place of joy, where employees were working in collaborative teams and laughter filled the offices.
4. Finally, you've got to share your vision. When I launched my company 20 years ago, my very first client said, "I tell everyone my story because you never know who can help you." In other words, share your story, your vision, your dreams with everyone you meet. I did this many years ago with one of my clients. We were talking about my company plans at a casual lunch meeting. My team wanted to move from a virtual operation to an office space where they could collaborate. My client quickly stepped in to provide space at no cost to my agency. I will never forget this tremendous act of generosity and it all arose from a conversation about where I was trying to take the company.
Why does vision-casting work? I wish I had a scientific answer for you. The truth is, I simply don't know. What I do know is that previous generations knew how important it was. One of my favorite quotes is from Will Rogers, an American actor, historian and observer of American culture. He didn't call it vision-casting but famously said, "Even if you're on the right track, you'll get run over if you just stand there."
Casting a vision ensures that you won’t just stand there; you will move forward, personally and professionally.
Forbes Agency 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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7ed0e8d7daf36815b4308664a47ca138 | https://www.forbes.com/sites/forbesagencycouncil/2019/10/21/can-a-small-business-market-itself-for-free-here-are-13-creative-tactics-to-consider/?mkt_tok=eyJpIjoiTVRNM1pUUmpOekF5T0RrMiIsInQiOiJaTndwRFZMQzlaY3FzZndBQkpKSU9BalMzanExK1djUUJZUmxubEI3TEFCQ1M4OExQc0Q3Y2lNSXhFdGlQMkQyK1lyWUg4SWpWR0J5MlAyUkhpZSt1RXVaZWlRbG1WT1NXbzhQOEhNT0VMUEUwRktyaTZEMEpUd0NrbHNpVnBDWGZ2Tm5wSW5mNFZlYWlBR3owR1hOQVE9PSJ9 | Can A Small Business Market Itself For Free? Here Are 13 Creative Tactics To Consider | Can A Small Business Market Itself For Free? Here Are 13 Creative Tactics To Consider
Small businesses are usually at a severe disadvantage when it comes to marketing budgets. Larger companies can spend many times over in a single campaign what small companies have to stretch for an entire year.
However, that doesn't mean that small businesses can't be competitive. On the contrary, the newest innovations in technology and marketing show that some very effective methods of marketing won't cost a small business a cent to capitalize on.
To help small businesses get creative with their marketing and successfully compete with larger companies while spending little to no money, 13 members of Forbes Agency Council share their best creative tactics.
Members share some creative marketing tactics that won't cost your small business a cent. Photos courtesy of the individual members
1. Create Content That Adds Value
The most critical and effective way is to create and publish value-added content. Give people a reason to follow your journey that does not include you attempting to sell your products. If you add value consistently over time, you will gain an audience that inherently comes to you when your service is needed. Add value first, and the revenue will follow. - Ryan Sprance, Kaihatsu Media
2. Share Your Expertise
Social media is the obvious free marketing solution for many small businesses, but you can up your game by offering more than goodwill or self-promotion. Webinars, how-to videos, infographics and white papers are all great ways to offer value to potential customers and display your knowledge. Focus on educating your customers to deliver a soft sell that positions you as the expert. - Hannah Trivette, NUVEW Web Solutions
3. Leverage Free Social Media Opportunities
Instagram, TikTok and even Facebook is free. Yes, there are paid options to "boost" things, but there is still open space in organic content. If you are too small to swing big on billboards or your medium of choice, start a TikTok or podcast and get people to like you, for you. - Kirk Westwood, Glass River Media
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4. Work With Influencers With Small Reaches
If you are on a small/nonexistent budget, these best way to generate buzz is to work with influencers with small reaches, who are just starting to get traction and want to be associated with brands. They can help with forming a strong community around your brand and build your brand awareness at the same time. - Emilie Tabor, IMA - Influencer Marketing Agency
5. Fill Out Your Google My Business Profile
Who said nothing in life is free? It may take a bit of elbow grease, but correctly and completely filling out your Google My Business profile is one of the first big steps in local marketing. Filling this profile out thoroughly, combined with other major local listings, can definitely get you on the local search radar. Sprinkle in some five-star reviews from clients and you are well on your way! - Andrew Oziemblo, Chicago SEO Geeks
6. Join Facebook Groups
The easiest and best way to market a small business on a low to no budget is to use Facebook Groups to provide value talk about the amazing things you are doing in your field. Answer questions with value and you'll be able to see traction from people wanting your help. - Sam Founda, Social Connection
7. Use Instagram To Gain Exposure
Having built my entire business, reputation and following by using Instagram creatively -- and helping tons of businesses do the same -- it's important to remember that social media is your most powerful weapon when you need to get the word out but don't have the dollars to do so. Bonus points if you collaborate with other local businesses as a means to gain exposure through Instagram! - Michelle Dempsey, Very Well-Written Marketing
8. Get Involved In Your Community
Getting involved in your community, lending branded products for use in local productions and events, and volunteering your time can make a huge impact on your business. Also, make sure to tag people you work with -- they're likely to share your posts and tag you as well. - JC Hite, Hite Digital
9. Start Locally And Expand From There
Small business owners should work with local PR firms to begin generating buzz. From there, they can put local coverage on social media to amplify their messages. This doubles as a test run -- if an idea is not cool locally, it won’t be cool regionally or nationally. Starting locally establishes credibility, which can be expanded upon. There’s a lot to be said about the power of earned media. - Scott Harkey, OH Partners
10. Partner With A Nonprofit
Connecting with your ideal client and competing for market share can be expensive. Sometimes the best use of your budget is to partner with a cause that is close to your brand in the form of donating funds as an incentive for organic engagement on your social media profiles. This provides you an opportunity to spend your budget on a tax deductible organization and provide relevant, shareable content. - Amanda Ellis Stein, Logical Position
11. Get Listed In Directories
No matter what industry your small business is in, there are online directories that will let you list your business and a short description of what you do. These directories often do well in search results, and the placement can improve your search traffic, too. Many of these directories have paid options for additional visibility, but the basic listing is often free. - Scott Baradell, Idea Grove
12. Pitch A Story Idea To The Media
Media outlets have reporters who are looking for something newsworthy to do stories about. If you or your company are doing something that could be considered newsworthy, create a pitch and send it. An easy way to identify the right journalist is to find and follow journalists in your space on Twitter, then follow their tweets. When you’re ready to make your pitch, send a direct message. - Nancy Marshall, Marshall Communications
13. Offer A Sample Or "Test Drive"
Sampling is tried-and-true and incredibly cost-effective. A direct route to discovery is still the best way to win a customer. If you sell a product that can be sampled, offer samples. If your product has a high unit cost (e.g., a car) or you offer a service, then a trial or "test drive" serves the same purpose. - Lon Otremba, Bidtellect
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695ed1503e0218297c48284c7987f183 | https://www.forbes.com/sites/forbesagencycouncil/2019/10/22/how-to-get-a-higher-roi-on-your-marketing-campaigns/?sh=20e9a5567501 | How To Get A Higher ROI On Your Marketing Campaigns | How To Get A Higher ROI On Your Marketing Campaigns
As an agency owner, you’ve probably heard the age-old saying “You have to spend money to make money” more than once. When it comes to marketing your agency, I've found that this statement is definitely true.
Whether it’s money or time, marketing campaigns usually involve a lot of investment. You can’t expect to see serious results from your marketing campaigns if you’re not willing to put in some cash and attention up front.
When I first started marketing my agency, I was reluctant to seriously invest in my campaigns. After all, we had limited funds, and I was scared to throw any money at a marketing campaign that wouldn’t work.
However, over the years, I’ve found that with the right strategy and process, you can almost guarantee high returns. If executed well, you can get a good return on investment (ROI) for each and every marketing campaign you run.
Here are my best tips for getting serious marketing ROI.
1. Know Your Goals
The goal of a marketing campaign is usually obvious: You want to sell more products or services.
However, this is often a multistep process that involves multiple connections with a prospect. This means you can’t expect each marketing investment to end in a sale.
In order to truly measure the return on your investment, first know what return you’re hoping for. Are you just looking for increased sales, or are you looking for new qualified leads?
Identify your goals before measuring your ROI. This can ensure that you’re getting the results your agency actually needs — not just those that you think you should be paying attention to.
2. Use An A/B Test
A/B testing is a great way to compare how two different campaigns can gather results. In an A/B test, you and your team run two different, yet similar, ads or campaigns to see which gets the best results. You can then use this information to better understand which one resonates with your audience.
You can A/B test things like headlines, colors, calls to action, landing page copy or link placement.
Through running various A/B tests, you can start to piece together items or design elements that convince your audience to convert. This ultimately can help improve your marketing ROI so you get the highest engagement possible for the money you’re spending.
3. Implement Analytics And Track KPIs
To know whether or not you’re achieving your desired ROI, track your key performance indicators (KPIs). These tell you whether or not you’re reaching the goals you previously set.
KPIs also require analytics. Implementing comprehensive analytics can allow you to see who is converting, who isn’t and where those individuals may be choosing to drop out of your marketing funnel.
KPIs and analytics can help you refine your marketing campaign to better connect with your target audience. For example, if you find that you have a leak in your marketing funnel and a high percentage of your qualified leads are getting lost, you can make adjustments to your strategy and campaign to better meet their needs and keep them in the sales process.
However, when tracking KPIs and using analytics, look beyond just the return you’re hoping to get. Look at smaller transactions or conversions, such as email opening rates or blog subscriptions, to keep track of leads during every stage.
Keep track of all kinds of data. Having a good understanding of how your audience is behaving and interacting with your content is one of the most valuable things you can do for your marketing campaigns.
Conclusion
There's no secret recipe for increasing your marketing ROI. If there were, everyone would be using it.
However, if you understand your goals, know what your target audience is looking to engage with and can use analytics to track how well they’re converting (or what's stopping them from moving to the next phase of the buyer’s journey), you can achieve real results.
Pay close attention to what your target audience needs and what they’re looking for. When you craft your marketing campaigns around your customers' needs or challenges, you can get more attention and see a higher ROI.
Forbes Agency 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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d996e22a92b914a0f00376a7d5dfb66c | https://www.forbes.com/sites/forbesagencycouncil/2019/10/23/organic-website-optimizations-for-roofing-contractors/ | Organic Website Optimizations For Roofing Contractors | Organic Website Optimizations For Roofing Contractors
We had a massive hailstorm a few months ago, just blocks from our headquarters. The force of nature was impressive. Hailstones almost two inches in diameter smashed car windows, shattered storefronts' plate glass windows and made a general mess of the entire city. Fortunately, we were able to avoid the brunt of the damage, and because it was a weekend evening, the parking lot was mostly empty.
Now, we handle a large number of accounts for roofing contractors, and when epic storms like this happen, it’s usually time to kick it into high gear. When 60% of the homes in the area will need repairs or even new roofs, it's time to help them up their marketing game.
This storm season, I was looking over a few of our roofing contractor clients' analytics, and I was surprised by how high conversion rates were for those contractors who rely heavily on SEO and content. It's no secret that content and SEO are the foundations of a successful website, but it seems to be extremely important in the roofing vertical. Organically, roofers seem to perform really well.
Many business owners have the opportunity to build ongoing relationships with their clients. For instance, most of us have regular mechanics that we take our cars to or landscaping companies that take care of our yards regularly. Roofers aren't usually needed more than once a decade, though, so they generally aren't on people's permanent contacts list. This necessitates that roofers set themselves up to be easy to find on search engine results pages (SERPs). Here are some tips to help you do just that.
1. Use Content To Set Yourself Apart
Exceptional content is one of the best ways to get a leg up on the competition. The mistake I see many roofing companies make when crafting content is talking a great deal about the customer service aspect of their business. While that's all well and good, it doesn't necessarily make you stand out. Most roofing companies claim to have great customer service.
Instead, focus on what you do better than the other companies. You know your business better than anyone, and you're likely confident that you're a better roofer than the competition. So give your potential clients a reason to use your services. Tell them why you're the best. For instance, did you recently win an award? Did you recently celebrate a milestone, such as reaching 10 years in business or serving your 500th customer? Do you give back to your community? Tell the world about it in a blog post, in a press release (published both on your website and through a distribution service) and on social media. Social media is an important part of maintaining an effective digital presence, so treat it as an extension of your website.
2. Engage With Potential And Current Clients
Engagement is an incredible way to keep clients happy and willing to recommend your services to their friends. You do it every time you network. However, I've noticed that many small businesses neglect the opportunity to engage with their networks digitally. That could mean asking for (and answering) reviews on your website and review sites, publishing blog posts that provide helping roofing information and tips, and maintaining an active social media presence.
As a business owner, you may feel like you don't have a lot of time to devote to this type of engagement. After all, you'll likely be out shaking hands and providing estimates. But every little bit of engagement can help elevate your business's online profile. The more active you are digitally, the more real estate you can own on the first search results page.
3. Optimize Your Website Title Tags And Meta Descriptions
Title tags and meta descriptions are often your first opportunity to introduce your website to potential clients. Title tags are shown on SERPs as clickable headlines for the pages on your website. In other words, they're how your pages are displayed on the SERPs. When you write your title tags, keep them under 60 characters; this way, most, if not all, of the essential information, will be shown. Also, ensure that the title tag accurately describes the page using one or more of your keywords, and that it states the page name.
Meta descriptions are a much different animal than title tags. They're about 150 characters long and are meant to be a snippet that summarizes the page's content. They show up in search results under the page's title tag. A good meta description can help maximize the click-through rate (CTR) of your listing and increase your organic ranking. Be sure to include language here that communicates the value of your services. Any opportunity to show readers that your roofing company can solve their problem should not be wasted.
To determine what else you can optimize on your website for exceptional organic results, read it like a customer who's never visited before. Be honest about your assessment. Make notes about what's working and what could be more effective, and then take action.
These seemingly mundane tasks can help set you apart from your competition. You know that you're already the best roofer in your area, so why not have a website that reflects your expertise while organically drawing in paying customers? Make your brand's online presence the best it can be.
Forbes Agency 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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022f33d8e7ecdd9747f810d4d72a8460 | https://www.forbes.com/sites/forbesagencycouncil/2019/10/28/are-you-using-maslows-hierarchy-of-needs-for-your-marketing/?sh=69d3825e4f6b | Are You Using Maslow's Hierarchy Of Needs For Your Marketing? | Are You Using Maslow's Hierarchy Of Needs For Your Marketing?
As marketing becomes more and more personalized, your ability to access a customer's psyche is more important than ever. While technology has proven central to these efforts, there’s another way to peer into your customers' minds than by simply observing them. Maslow’s hierarchy of needs provides a way of evaluating your customers' motivations beyond what raw data can normally tell us. With these actionable insights, you can create emotionally compelling marketing that appeals to specific needs of your customers.
What Is Maslow’s Hierarchy Of Needs?
Created by psychologist Abraham Maslow, Maslow’s hierarchy of needs posits that humans have universal needs they must fulfill. These can range from physiological and safety needs to more abstract ones such as love, esteem or self-fulfillment. While popularly portrayed as a pyramid, research indicates that the fulfillment of one need is not necessarily dependent on another. This gives marketers the opportunity to appeal to each need individually and to each customer looking to fulfill them.
Maslow’s needs provide poles around which you can organize your marketing efforts. You can specifically target your marketing to appeal to someone’s need for esteem, love and fulfillment, or simply their need to survive. While there may be some variation across cultures, studies show that these needs persist globally. The universality of Maslow’s hierarchy of needs gives you limitless options to use it for your marketing efforts, and especially for your buyer personas.
Maslow And Buyer Personas
A buyer persona is simply an outline of an idealized customer that emphasizes their internal motivations and pain points. Rather than solely relying on hard data points, such as income or home address, a buyer persona explores the intangible desires that drive customers to make purchases. A buyer persona might be as simple as a chart with several bullet points or may take the form of an elaborate story. However you decide to present the persona, it will contain the essence of what drives a customer.
Maslow’s hierarchy of needs provides special insight into the crafting of a buyer persona, offering a focal point that makes sense of a customer’s motivations. It can help you to align each quality you identify of your idealized buyer with a specific need, making for a more realistic and effective buyer persona. With this information, you can devise a marketing strategy that better presents your business as a solution to your desired customers.
Maslow And Triggering Events
When developing your buyer personas, one question you should ask about their motivations is, "Why now?" What was the triggering event that made them look for your goods and services now versus two or three years ago? A triggering event activates a particular need, which can be understood within Maslow’s hierarchy. If you can identify both, you can position yourself appropriately to your ideal buyers right when they begin their journey.
Once you know what pressures led a potential customer to you, you can craft messaging to reach others like them much earlier in the buying cycle. This gives you the ability to become a resource to that person before your competitors even know they exist. Even if they decide against buying right now, or even choose another business, they’ll remember you and may come back later when they’re ready to buy.
Positioning Your Marketing To Fulfill A Need
When we think about applying Maslow’s hierarchy to marketing, it becomes immediately apparent that there are distinct needs that will require their own set of messaging to reach. The messaging for someone who is looking to fulfill physiological needs is dramatically different than someone who’s looking to fulfill esteem needs. If we think about the specific needs a buyer persona will want to fulfill at a specific level within Maslow’s hierarchy, we can craft our marketing to reach the specific type of buyer we hope to reach.
For example, say someone just received a major promotion and is in the market for a luxury car. We might say that this person is trying to fulfill a self-actualization need, and the car is a status symbol that will bring them esteem among their new peers. On the other hand, someone who is living paycheck to paycheck and who just got a new job will simply want a method of transportation they can rely on.
Conclusion
There are endless possibilities to reach new customers when you pair buyer personas with Maslow’s hierarchy of needs. Combining insights from both can help you better identify the needs of your customers and better position your business to fulfill them. This can make your business more responsive to what your customers are looking for when they need it most, helping you adapt to — and even get ahead of — changing tastes and trends. Ultimately, thinking about Maslow’s hierarchy of needs when creating your buyer personas can improve your business.
Forbes Agency 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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d283700c42a5501008ad74e1863bc7aa | https://www.forbes.com/sites/forbesagencycouncil/2019/10/29/sharing-your-brands-story-seven-tips-for-leaders-and-stewarts/ | Sharing Your Brand's Story: Seven Tips For Leaders And Stewards | Sharing Your Brand's Story: Seven Tips For Leaders And Stewards
In the era of content marketing, few skills are more important than the ability to tell a great story. When you can connect with your audience on a fundamental, emotional level, you'll draw them in and get them invested in your brand.
Communicating your message clearly and effectively in a way that resonates requires business owners and leaders to hone their storytelling skills in order to best act as stewards of their brand to the public. To help you do this, we asked a panel of Forbes Agency Council members to share their preferred methods for approaching this kind of challenge. Here are some ways leaders can become a better advocate for their brands:
Members discuss a few ways leaders can better tell their brands' stories. Photos courtesy of the individual members
1. Share Your Brand's Journey
Most business owners are too aggressive in pushing their products and services and forget a valuable asset of storytelling to build a bigger brand influence. Business owners should write and speak about everything from how they decided to start the brand, what it took to get it started, how they took it to where it is now and what are their future plans with the brand. Stories make the customers personally connect with your brand, which is the most valuable asset in marketing. If they know you like their neighbors, they are more willing to buy from you and recommend you to their family and friends. - Vishal Jain, Sunshy Group Of Companies
2. Discuss Your Mistakes And Setbacks
The power of storytelling lies in authenticity and telling people not what you think they want to hear, but what you've learned. Tell them about your mistakes, your failures and your setbacks, and how you overcame them. People have an innate sense of when someone is being genuine—and it's more powerful than you think. - Paul Blanchard, Right Angles
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
3. Be Honest Above All Else
To become better storytellers, brand owners need to be honest. They have to be aware of the strengths and weaknesses of their service or product. Otherwise, their story won't be well received. But they also need to remember that they are not talking to a board, an engineer or a sales committee, but to a consumer. - Pascal de Decker, THE UNKNOWN
Read more in Why Honesty Is The Best Way To Market
4. Start With The Right Headline And Data
A good story has three parts: First, a compelling headline. Have a statement that is more than a platitude. Think of a way to make a listener go, “Gee” or “I didn’t know that.” An example of a so-so headline is a trucking company saying that they are committed to reducing pollution and improving gas mileage on their trucks. That’s true, but competitors can say that. Second, offer facts and data that provide credible proof. Having one customer like a new product or one patient improve on a drug in development is part of the story. It’s the numbers that give credibility. Finally, give an anecdote, example, analogy or third-party endorsement that illustrates the headline, backing up the data or proof. - Andrew Gilman, CommCore Consulting Group
5. Promote Your Brand Consistently Across All Channels
Business owners can be better storytellers and brand stewards by thinking strategically. Brands are built over time, via multiple data points—not only via websites, taglines and logos, but in every tweet, news story quote, Glassdoor review and Instagram post. Now more than ever, business owners need to clearly define their brand and messaging, gain alignment within the company and ensure that the brand is reflected consistently through all of these touchpoints. - Nicole Osmer, Health+Commerce
6. Focus On Your Values And Purpose
Make the stories all about their brand values and purpose rather pushing for the products or services. You need to tell the right stories in formats and places that match with the audience you’d like to win. - Fayçal Hajji, THE UNKNOWN
Read more in Why CEOs Must Own Corporate Brand Values
7. Always Know Your 'Why'
Know “the why” behind every action you take as a brand and business. A good brand isn’t just about the surface and doing the motions. Storytelling starts from doing internal work, taking the time to ask yourself and dig into the layers of why your business matters and why you care to commit to this impact. Knowing that “why,” even if you don’t say it out loud, will reflect how your business breathes and moves on the outside. - Jason Parkin, Compose[d]
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93c13745bc685d90298921690b23df3b | https://www.forbes.com/sites/forbesagencycouncil/2019/11/01/13-cues-for-businesses-to-up-their-inbound-marketing-game/ | 13 Cues For Businesses To Up Their Inbound Marketing Game | 13 Cues For Businesses To Up Their Inbound Marketing Game
There are a few golden opportunities in marketing. When a potential customer starts off researching a business, it opens the door to one of those massive marketing opportunities.
Through skillful inbound marketing techniques, a business can drive interest in what it does and facilitate the potential customer's questions about their company. Inbound marketing, however, does require a bit of effort, and can easily stray off course. There are a lot of customers that a company can target, and narrowing it down to the relevant ones takes careful planning and considerable skill.
Below, 13 members of Forbes Agency Council explain some of the best techniques that a business looking to increase its inbound marketing presence can implement.
Members share their best inbound marketing tips. Photos courtesy of the individual members
1. Advertise Your Value, Not Your Cost
If you compete with cost, prices drop and clients leave. If you compete with value, prices soar and clients line up. Don't advertise the problem; that is just teeing up the competition to close your sale. Position behind your value, which can't be stolen from you. Let price be your competitors' problem. - Kirk Westwood, Glass River Media
2. Create Meaningful And Helpful Content
When potential customers are searching for your business online, the only way you can end up in their search results is by having meaningful content that answers their questions and helps solve their problem. The first step in the inbound methodology is to create content that is helpful and delights your audience, while taking them on a journey that moves them through the buyer's journey. - Elyse Flynn Meyer, Prism Global Marketing Solutions
3. Understand Where Your Leads Are Coming From
One of the most critical pieces of success or failure is making sure that you understand where your leads are coming from. What that means is that you have taken the time and done a full analysis that will allow you to know what to expect in terms of what people are searching for and why they find you. This is a great way to plan new areas that are untapped for marketing. - Jon James, Ignited Results
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
4. Talk Less, Listen More
In the incredible musical "Hamilton," Aaron Burr advises young Hamilton, "Talk less. Smile more." When it comes to opening dialogue with potential customers, too many businesses spew all of their capabilities, products and services before thoroughly understanding what prompted the inbound call in the first place. So, not unlike Aaron Burr's advice, mine is simple: "Talk less. Listen more." - Dave Wendland, Hamacher Resource Group
5. Spotlight Your Current Customers
Leverage the success of current customers and your solution to target new customers through case studies, webinars, media coverage or Q&As. Strategically share these stories in the sales process to demonstrate how customers addressed the same pain points your prospects have. You can even narrow your outreach to specific industries, showcasing a collection of relevant customer success stories. - Michaela Dempsey, Scout RFP
6. Answer Your Audience's Questions
Take advantage of the questions people are asking. You can even use a Q&A format in your content. For example, if you sell electric bikes, questions like, “How far does an electric bike go?” or “Are electric bikes safe?” should be asked and answered within your content (including videos) to capture the attention of your inbound audience. If they have questions -- be sure you have the answers. - Bernard May, National Positions
7. Think Like The Buyer
It is hard for companies to see their business from the perspective of the potential customer. Even the words that companies use to describe their business are phrased in their words and not the buyer's words. Two ideas are to consider the buyer as having a job-to-be-done in searching out a service or product, and role-play this potential buyer to get that buyer's perspective. - Jim Caruso, M1PR, Inc. d/b/a MediaFirst PR - Atlanta
8. Leverage Your Good Reviews
Be sure to highlight and leverage all the good reviews that others are leaving for you. If you want more inbound leads, then help them find the social proof they are looking for. Say thank you and share the great reviews others leave. The social proof that comes from others tooting your horn is powerful and will lead more people to want the same great experience for themselves. - Katie Harris, Spot On Solutions
9. Have A Strong Website
Many businesses still have a complicated or outdated website. It needs to be a welcome mat that is easily navigated with call-to-action points that are not annoying. It's the same as welcoming guests to a local business. Guide them to the information or products they need and be available to answer questions. It costs too much to drive prospects to your website; you can't fumble on the goal line. - T. Maxwell, eMaximize
10. Rank High In Search
The best leads are always referrals, but the second best are leads from inbound marketing. The key is ranking high in search not just for your company name, but also your services and products. Moreover, once clients know your name, they are going to research you. You must have a full social profile with positive reviews, awards, badges, etc. online. - Peter Boyd, PaperStreet Web Design
11. Be Present In Industry And Business Outlets
Know where your audience goes when they are researching products and services. Then ensure your company/brand has a presence in those outlets, whether it be simple business listings, advertising on industry/fan websites, reviews from influencers or users and steady flow of fresh content that improves your SEO. - Katie Schibler Conn, KSA Marketing + Partnerships
12. Target Your Competitors In AdWords
If you're looking to quickly up your inbound marketing campaign, targeting your competitors in AdWords will do the trick. Bidding on the branded search terms for competitors in your industry is an easy way (and cheap) to grab traffic and leads from people researching your competitors. Just make sure to follow specific rules set by Google and trademark laws to ensure everything is done legally. - Randy Soderman, Soderman SEO
13. Align Your Marketing With The Customer Journey
The potential customers you reach through inbound marketing will be at different stages of their journey. Make sure you align your messaging and tactics accordingly. Early in the journey, "informational" search terms and content will work best to drive awareness and traffic. Closer to conversion, focus on more "transactional" search terms and content that are likely to result in leads. - John Keehler, RUNNER Agency
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dcea2d962a5df0dcd9009c3a0e229be3 | https://www.forbes.com/sites/forbesagencycouncil/2019/11/07/working-with-facebooks-algorithm/?sh=b63f36c58f32 | Working With Facebook's Algorithm | Working With Facebook's Algorithm
Have you noticed a sharp decline in the organic reach of your business's Facebook posts? You're not alone. Facebook's 2018 algorithm change impacted business pages by giving preference to posts from friends and family rather than to pages that Facebook users choose to like and follow. And that change has slowly trickled down to professional pages across industries.
Our agency handles social media accounts for our clients, and we've noticed that many of them aren't seeing the same benefits from Facebook as they were before the change. So how do you get your posts in front of your customers while they're being shown cute dog photos and videos of children taking their first steps? The easy answer is paying for promoted posts. But if increased Facebook ad spending isn't in your budget, working within the boundaries of Facebook's algorithm can help break the decline in average organic reach, which is currently sitting between 1% and 6%.
Start by reviewing your content. Are you selling on Facebook or trying to become a part of the community?Step back from what you've posted and ask yourself, "If I didn’t work here, would I find this content engaging? Would I like or comment on this post?" Don't be afraid of asking co-workers in other departments for their feedback. Sometimes we, as social marketers, get too deep in the weeds and need an outside eye to review and give feedback.
Social media is about just that — being social. If your company is only pushing out sales and promotions, many consumers will quickly turn a blind eye to your posts. And so will Facebook. Spam posts, posts begging for engagement (how many "Like this post if you ..." have you personally seen?) and posts that are misleading in an attempt to get people to your website are all frowned upon by Facebook's algorithm.
Create content that engages your consumers. At our agency, we have a client who is a kitchen remodeler. We always get great engagement when we post photos of different styles of cabinets and ask our customers what they like, or don't like, about them. Not only is that a wonderful way to foster engagement, but it also gives you product feedback. It's a win-win. Posts that have higher engagement are rewarded by Facebook's algorithm and will receive more organic reach, as will your page.
In our experience, text-only posts don't seem to perform as well as other kinds of posts; they get lost in consumers' crowded Facebook feeds. Adding images is a helpful way to get people to stop scrolling and read your post. Using video is even more impactful. In fact, research shows that video is the best-performing type of post on Facebook, "generating some 59% more engagement than other post types." Directly uploading videos to Facebook, rather than sharing links to where they are hosted, can have a meaningful impact on your content strategy, and plays well with Facebook's algorithm. Don't shy away from using Facebook Live either. We've found that it's a great way to engage your audience and that it's good for your page analytics.
Referral traffic was also hit hard by that 2018 change. We've noticed the organic decline among all of our clients who post content with links back to their website or blog. To help increase the impact of your referral posts, we recommend dedicating ad spending to them. There's nothing worse than writing an informative new blog post and having no one read it. However, when attaching ad spending to a Facebook post, be cognizant that boosting a post on your page is best optimized with only a couple of short lines of text, and any image should be less than 20% text.
The most important thing to remember is to create goals for your Facebook posts. Your goals could be getting a certain number of people to click the link to read a new blog post or sign up for emails or getting awareness out about a new product or service.
Don't forget to check your Facebook Page Insights. These will show you the days and times that your audience is on the platform so you can schedule your content accordingly. Make sure you test different types of posts at different times, analyze the results and find what works best. What is successful for one business may not be for another. Find what works for your brand.
Forbes Agency 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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38196e07706dfc72a2ed1f12594181e7 | https://www.forbes.com/sites/forbesagencycouncil/2019/11/08/how-to-choose-an-influencer-marketing-agency/?sh=10b7efdc3df4 | How To Choose An Influencer Marketing Agency | How To Choose An Influencer Marketing Agency
As interest in influencer marketing has soared over the last several years, so has the number of agencies that promise to help brands get it done. And finding influencers, vetting them, briefing them, executing contracts with them, paying them and then ensuring they do their assignments can be a ton of work. It's little surprise then that some brands would want to outsource it to experts.
The logical next question, however, is how to choose among the thousands of specialty and generalist agencies that all say they can help. What follows are eight criteria to separate the experts from the wannabes, and to make your search for the right influencer marketing agency a bit less confusing.
1. Relevant Experience
Influencer marketing is nearly 15 years old at this point, so many agencies now have lots of experience. Simply asking for relevant case studies for your industry (i.e., food, fashion, CPG, etc.) and your desired outcome (i.e., web traffic, in-store sales, etc.) is a good place to start seeing who to have deeper conversations with.
2. Influencer Selection Criteria
A few years ago, influencer selection often simply involved finding someone who created content relevant to your industry and who seemed to "fit" the brand. Today, we can actually analyze the makeup of an influencer's audience to ensure their audience overlaps with the brand's audience. We can see their saturation rate — meaning the percentage of content they produce that is sponsored — to make sure it's not too high. We can see if they've mentioned competitors recently in their posts. We can see if their language is brand-safe or not.
With so many advanced filtering systems in use today, using "brand fit" only is no longer acceptable.
3. Content Evaluation Criteria
Over the last few years, our influencers have produced tens of thousands of pieces of branded content. What we found in evaluating this dataset is that there is wide variability in performance from one piece of content to another. Unsurprisingly, some content works, and some content does not, just as with content created by a brand or its creative agency.
Given the performance variability, how does the agency evaluate each piece of content after it goes live to measure performance?
Content should be scored based on its organic performance in terms of likes, comments and shares, but it's also important to review those comments to look out for signs of inauthentic, off-topic or purchased comments.
4. Targeting Strategy
An agency that's simply offering to find, brief and manage influencers for a brand isn't adding much value to the modern marketing mix.
Organic influencer content reaches a certain subset of the influencer's followers (usually around 9% in our experience, although that varies based on what social networks are utilized).
As no brand or agency can control which 9% see the content, what's the agency's strategy for ensuring the content reaches the exact target audience of the brand? That high-performing content that was scored in Step No. 3 can now be boosted through a paid strategy to reach the right target audience.
5. Measurement Strategy
Influencer marketing measurement is worthy of separate articles on the topic. But one basic question to ask influencer agencies is how they count impressions of the content. Are they counting one impression for each follower an influencer has? If so, given the roughly 9% organic reach number, they are using a method that overstates reach by more than 10 times. Can they report on true views of the content only?
In addition, neither reach nor engagement rate correlates with sales, so measuring impressions and engagements only is not sufficient. What business metrics can the agency measure beyond these vanity metrics? There are many sophisticated measurement methodologies available now. You should choose one of the many agencies that offers those.
6. Optimization Strategy
A lot of influencer campaigns rely on influencers producing their content according to a calendar and then watching to see what happens. But every other form of digital marketing is optimized, usually daily, to maximize performance.
Influencer marketing can be optimized as well, with everything from the content to post types to targeting, and even influencers being adjusted as we go. What's the agency's plan for optimization?
7. Content Rights
Brands are investing significant resources in this branded content. Different agencies work out different agreements with the influencers on what rights the brand gets to that content. In the best case, brands get a perpetual license to reuse the content on any platform. Ask the agency what rights your brand would have to the content being produced.
8. Guaranteed Results
Finally, what outcomes will the agency guarantee to their brand clients, if any? Are they guaranteeing deliverables, such as the number of influencers and the number of pieces of content that will be produced? Are they guaranteeing more than that, such as a specific volume of traffic to a targeted website? What happens if they don't reach these guarantees? What remedies are open to the brand?
While guaranteeing sales is extraordinarily difficult in most agency relationships, influencer agencies should be able to guarantee certain specific outcomes around true views, engagements or web traffic.
Summary
Choosing an agency of any sort is a difficult undertaking, as one can start to sound very much like another. By going into the conversation with these eight specific criteria, you should be able to filter the list to find the subset most likely to drive strong results for your brand.
Forbes Agency 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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539a625de6b4f38a43ba0344406e86d3 | https://www.forbes.com/sites/forbesagencycouncil/2019/11/08/seven-pr-and-media-lessons-experts-learned-from-their-mentors/ | Seven PR And Media Lessons Experts Learned From Their Mentors | Seven PR And Media Lessons Experts Learned From Their Mentors
How consumers perceive your brand can make or break your reputation. However, as a business owner—particularly an owner of a small business—it can be difficult to navigate the world of public relations when you’re juggling other responsibilities.
To help ensure you’re developing efficient PR and media strategies, we asked the members of Forbes Agency Council to share some of the most important PR and media advice they have received from a mentor.
Members discuss a few important things they've learned from mentors. Photos courtesy of the individual members.
1. Create Tailored Press Releases And Media Plans
Pre-written recipes are the enemy of efficiency. Too often, I see media plans on autopilot that aren't serving the creative idea they were supposed to not only support, but enhance. Same goes for PR—you need to always keep your reader in mind so it doesn't become just a chest-thumping piece that only you care about. - Pascal de Decker, THE UNKNOWN
2. In A Crisis, Pay Attention To Both Legal Issues And Public Opinion
When you are dealing with a reputation crisis, there are two courts to consider: the court of law and the court of public opinion. It’s not a binary choice. Very often, a crisis involves litigation, and there is a tendency to say as little as possible to protect the organization’s position in depositions or in court. That’s an important distinction. However, if the organization doesn’t consider what it says to customers, employees, suppliers, regulators and other stakeholders, it is very easy to lose reputation and business. Smart organizations can accomplish both. - Andrew Gilman, CommCore Consulting Group
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
3. Sometimes, It's Better To Wait
The most important thing I've learned about PR is that two things are necessary for any communication: a solid message that resonates and a media strategy that is aligned with the company's business objectives. Sometimes the best strategy is to wait—information is currency, and you don't need to spend it like it's burning a hole in your pocket. - Nicole Osmer, Health+Commerce
4. Focus On Your Audience
It's not about forcing a sale or business mission, but having empathy and researching who you’re speaking to. Be considerate of what their values and struggles are, and how you might support them. - Jason Parkin, Compose[d]
Read more in How To Hack Your Brain And Level Up Your Emotional Intelligence
5. Be Authentic At All Costs
Our friends and family convince us to do things all the time, most times for our benefit or at least for our enjoyment or participation. It works because it comes from a very familiar and authentic place that resonates with us. The opposite is often true of how we consume media. Even if there is familiarity, there is hardly ever a feeling of authenticity, because deep down we know it is coming from a very selfish place. So I have learned to be authentic at all costs: Customers can sense it and the best and most deserving results can come from that approach. This can be the difference between media that is more customer-focused and value-driven versus media that is solely focused on the business or brand. - John Lawson, The DC Marketer
6. Own Your Mistakes
Own your mistakes—the brands who spin a humorous response to an embarrassing mistake own it. Always be yourself. You have to live and breathe your brand, as does every employee, to ensure a consistent brand tone and story are achieved. - Sophie Bowman, Brand Branding PR LLC
7. Stay True To Your Principles
My mentor taught me the importance of brand authenticity in media, PR and marketing. She taught me that stable brands are always authentic and true to themselves first. They never chase trends. As a marketer, I always try to understand what defines a brand before I begin any campaign. Then I make it a point to stay true to those principles in any and all parts of our media strategy. - Travis Peters, Ranksharks Inc.
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236eaa9712f54358857d214ec2c033cb | https://www.forbes.com/sites/forbesagencycouncil/2019/11/13/job-functions-vs-superpowers-exploring-the-future-of-talent-management/ | Job Functions Vs. Superpowers: Exploring The Future Of Talent Management | Job Functions Vs. Superpowers: Exploring The Future Of Talent Management
Last month I had the privilege of speaking at Worldz — an annual gathering of thousands of the world's most influential marketing, cultural and business leaders — with a friend and client partner, who is a talent and learning leader with incredible experience and big vision for how leaders must inspire and empower the greatest asset in every business: their people.
The experience was profound because of the nearly 100 talented people who joined us for the session. I'd like to share what we learned with a wider audience.
Our hypothesis is simple yet powerful: Our reliance on traditional job functions, such as HR or finance, to structure companies will reduce dramatically over the next decade, replaced by a greater focus on skills and "superpowers" — those innate, natural behaviors each of us have grown and developed through our lives. We wanted to prove that there is little correlation between function and skills in today's companies. The results were exciting, providing a glimpse of a new model for managing talent.
What Makes Every One Of Us Super?
If you had to answer the question "What are you truly great at?" it's doubtful you would answer with your job function. We asked every member of the audience to turn to a stranger next to them and identify each other's superpowers. The room struck alight with deep conversation and laughter. We learned in a few minutes that we had superheroes among us. Super Listeners and Super Optimists were two examples. Nothing like job functions but everything like valuable skills for projects we are all working on.
There's something more profound to draw from this exercise, too. In five minutes of dialog with a stranger, each person got to know each other more deeply than many employers know their long-term employees. Because, as leaders, we just don't ask these kinds of questions.
We Know Nothing About Our Greatest Asset
Traditional employers seek to know only basic information about their people and little or nothing about what motivates them or what unique skills they have that could take the brand, company and culture in new directions.
It's the opposite in consumer marketing. The best marketers seek to know as much as possible about who their audience is, how they live and what makes them unique so as to find a meaningful place in their world for our brands. We believe passionately that HR and marketing are actually sister disciplines. Each should be centered on the orientation of everything the company does around a valuable audience. The difference is just in who those people are. For HR, it is employees — which, logic demands, means also that the tag "Human Resources" is woefully out of date. Perhaps "Humanity" is a better functional name?
Focusing On Skills Changes Everything
Take a moment to imagine a future where we no longer organize people by function or staff initiatives with balanced cross-functional teams but instead matched skills and superpowers from our glorious pool of talent to project needs. It changes everything we know about how people work inside companies.
In this new dynamic, we'd start to value individual passions more than functional expertise or experience. We'd form fluid project squads instead of rigid discipline structure. Our people would experience multiple project tours instead of planned career moves. After-action reviews would give way to real-time monitoring and course refinements. Annual individual incentives would be replaced by team milestone rewards.
A Live Experiment: What We Learned From Our Worldz Audience
With nearly 100 people and less than 30 minutes, we had to move fast. Here's what happened:
Step No. 1: Find your function.
We began by asking everybody to move to the traditional business function that best describes their current role:
• HR: Learning, Talent Management, Internal Comms
• Marketing: Advertising, Brand Management, PR, Sales, Customer Service
• Operations: Leadership, Administration, General Management, Project Management
• IT: Data, Technology, Innovation
• Product: Design, R&D, Production
• Finance: Accounting, Risk Management, Business Analytics
Step No. 2: What’s your superpower?
We introduced six broad "superpower" groups and asked each person to self-identify against their closest match:
• Guide: Building culture, networking, collaboration and teamwork, influencing, coaching
• Storyteller: Casting vision, engaging communication, adaptability, passion, provocation
• Driver: Driving growth, leading teams and managing people, solution-selling
• Builder: Organizing, planning, design thinking, detail-focused, managing projects
• Creator: Creativity, idea and concept creation, problem-solving, innovating, architecting new solutions
• Thinker: Agility, quantitative skills, commercial acumen, data analytics, strategic thinking, critical analysis
Step No. 3: Does your superpower match your function?
More than half of the audience was "out of position" based on traditional models matching functions to skills. Highlights included:
• 30% of marketers put themselves in the "guides" group (more than the expected fit with "storytellers")
• Nearly 50% of IT & Product experts identify as "storytellers" (3x more than "creators" or "builders")
• 40% of people in both Finance and Operations saw themselves as "creators"
• As expected, 70% of HR practitioners found "guide" as the best fit; 20% saw themselves as "builders"
Key Takeaway
There are a lot of lessons to take from this exploration. The conversations afterward were fascinating, deep and wide-ranging and, most enjoyably, engaged everyone from startup founders to large corporate HR leaders. There's one thing I want you to take away: the knowledge that you can do this tomorrow. The skills you need to solve your next business problem likely exist in the people sitting next to you right now.
Here’s your challenge. Chances are your current project teams are optimized by function, not skills. Imagine what would happen if you assembled your next project team purely by skills and superpowers. What would that look like? Do you have the courage to try? And if a pilot is not physically possible, ask your people what their superpower is — you may be amazed by where the answers will take you.
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