The first week of the new year is in the rear view mirror. I hope you’re off to a great start. This week’s Content Campfire focuses on content marketing but with a few added highlights on the “hits and misses” that happen when you either have your marketing act together…or not.
While content on the web is uploaded at an alarming rate, the statute still remains that useful, helpful and/or entertaining information wins attention.
More and more, consumers are craving connections to the brands who offer up awesome content and are willing to engage them in conversations. Attracting and engaging them requires a solid content strategy.
Gather ’round the Content Campfire. Let’s explore some smart options to enhance your content, social media and SEO strategy!
Brand recognition should be at the forefront of your marketing strategy.
Google, social media channels, consumers and customers, web users of all kinds and platforms of all kinds have given brands — especially brands that have recognition, that people have an affinity for — a lot of preference.
Slight brand preferences can yield amazing results. But, how exactly do you achieve this? Here are just a few of the important components to think about in your marketing strategy:
Brand values matching customer values or overlapping with them, or working against them, impact how a brand is perceived.
Voice, tone and visuals – essentially the style of how you present yourself and whether that matches and has resonance with your audience’s preferences, with their own styles, and with existing cultural cues.
Content (and content strategy) matching your audience’s potential needs, their desires, things they enjoy, their influencers and what their influencers are going to amplify.
Brand advocates (employees, current customers, influencers), the human beings we associate with a brand are critically important.
Mastering local SEO is a cornerstone to the success of your business. If you’re not ranking in search results, you’re quite simply losing exposure and revenue opportunities. Still need proof to make the business case for investing in local SEO? Google found that 18 percent of local mobile searches lead to a sale within one day.
This post explains why there’s such a fuss about local SEO and—most importantly—why a big picture strategy is the best plan for long-term digital marketing success.
One of the major challenges with businesses is that they are often at a loss for content ideas. The biggest contributor to this is a lack of a solid content strategy:
- Who are you as a brand?
- Why do people buy from you over your competitor?
- Who exactly is your target customer?
- What goals do you want to achieve with your content marketing?
Every new client we begin work with at Kruse Control has not answered these questions with any deliberate intention. Fortunately, with our help, they’re able to communicate their brand both online and off.
With a solid content and social media strategy in place, the next step is to design a process from which you’ll derive content ideas.
The most valuable content comes from the resources you have “within the four walls” of your business.
No matter what your process looks like, you’ll need inspiration to create awesome content. This post gives you some great examples of how to get inspired.
Adobe’s recent study, “State of Content: Rules of Engagement for 2016,” analyzed responses and data collected from 12,000 consumers in six nations and focused on figuring out what, exactly, consumers are looking for when seeking information or shopping online.
The stakes are higher than ever for brands to create content that can break through the noise. Follow these 5 simple rules to engage consumers:
- Design for multiscreen reality (responsive)
- Avoid TLDR (Too long, didn’t read)
- Lighten up, be humorous, clever and entertaining
- Build trust, value relationships
- Unobtrusive (not pushy or invasive)
If you’re searching for hard proof that customer experience drives sales, look no further than the stats in this post. It’s hard to argue with the numbers coming from these components in marketing strategy:
- Listening and Responding
- Customer Service
- Consumer Behavior
- Employee Engagement
- Social Media & Customer Experience
- The Bottom Line
- The Marketer’s Perspective
Tom McElligott, co-founder of Minneapolis ad agency Fallon McElligott Rice and possibly the greatest-ever American copywriter, once said, “I would much rather overestimate than underestimate the intelligence of the consumer.” The ads he wrote certainly backed that up.
Today’s social/digital media managers, however, seemingly, would much rather underestimate than overestimate the intelligence of any 5-year-old who happens upon their feed — by tweeting any quarter-baked thought or pun that farts out of their brain.
And these metrics-grab thoughts and puns usually have little or nothing to do with their product. These attempts at “engagement” are completely useless to a brand’s growth. Completely.
But, sometimes a social manager’s tweet or update isn’t just useless; it’s scary stupid.
7. How One Engaged Employee’s Simple Gesture Personified the Value of a Brand…and Got Promoted Without Spending a Dollar on Advertising.
This a story about a impact a single, “free” action that helped elevate a company’s brand and solidified its value, not only to this specific customer but to many more potential customers.
In a recent study, 75% of millennials said that it’s either fairly or very important that a company gives back to society instead of just making a profit. They are sick and tired of corporate greed and are still recovering in the aftermath of the financial crisis. Millennials love brands that support their local communities and would rather purchase from them than competitors.
The viral effect of excellent customer service.
This one action from an engaged employee at Zulily named Patrick compelled his customer to share her story on Facebook. As of this writing, 17,955 people have shared it. The average friend count of a Facebook user is 350, so those 17,955 shares equated to over 6 million people hearing about it.
Their reactions were what you might expect:
- “They definitely have my business now. This is wonderful!”
- “We need more companies like this.”
- “Been on the fence about buying from Zulily. I think I will give them a try now.”
- “Oh my stars, what an awesome company.”
This is an example of how leadership, vision, social responsibility, employee engagement and a clear value proposition lead to increased awareness and a huge potential for increased revenue.
What would have to happen at your company for this type of customer service to occur?
Kruse Control helps companies determine what stopping them from enjoying this type of viral love. Contact us–> here and we’ll get you on the right path to attracting, engaging and selling to modern, hyper-connected buyers.