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Marketing Tactics

8 Ways to Screw Up Your Marketing

Marketing is a terrible thing to waste. You work hard to build a reputation and generate positive word-of-mouth. But are you undermining your own efforts? Consider these common blunders.

Ann Handley

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1. Your marketing is about you.

It should focus on your products and services, right? Well, no. It should focus on what your products and services do for your customers. The former is corporate-centric; the latter is customer-centric.

Take yourself out of your marketing, and put your customer at the heart of it. In other words, make your customer – not your company – the hero of your story.

2. You market to yourself.

You can mess things up if you make assumptions about your customers based on the preferences and behaviours of you or your friends. Your marketing could well end up discordant with your intended audience – out of touch with their true wants, needs, likes and behaviours. On that point…

3. You don’t know your audience.

If you aren’t the target customer… well, who is? Invest the time and money to identify not just who your customers are but how they behave. How do they live and work? Where do they research purchases? Who influences their buying behaviour – peers, review sites, Facebook friends? Have a clear and full picture of the individual you are trying to reach, aka your ‘buyer persona’.

4. You market by committee.

Marketing is like parenting: Everyone believes they know how to do it effectively (especially those who don’t have children). The best way to neuter the know-it-alls is to have data to back up your plan.

Stay away from the unfocused ideas tossed around by the group. You know who your customers are, you know how to reach them and you have insight into their mindset. Which is why you may have a problem if…

5. You don’t have customer data.

I said this above. But it’s worth saying twice. Research, not opinion or gut instinct, should be the foundation of your marketing programme. That doesn’t mean art and creativity have no role.

Instead, think of data as giving you necessary insights into new opportunities, and the foundation of marketing that’s truly inspired (in every sense of the word).

6. You rely on example instead of analogy.

Breakthrough marketing is often innovative in one industry, but it doesn’t have to be original to the whole world. As professor Mason Cooley said: “Art begins in imitation and ends in innovation.” So look at what other people or organisations are doing – sometimes those outside of business entirely.

Marketing expert Seth Godin makes this point repeatedly, and it’s one I espouse. Don’t wait for a case study in your specific industry or vertical to prove the effectiveness of a marketing tactic. Rather, heed what Godin says on his blog: “Innovation is often the act of taking something that worked over there and using it over here.”

7. You aren’t shaping shared experiences.

In our socially connected world, marketers and traditional media are no longer the sole influencers of purchases. Consumers today rely on the social web of their peers, so marketing becomes about enabling those connections.

Are you encouraging and supporting interactions by rethinking the way you reach customers before they identify themselves to you as prospects? Listen on social media, have a search engine and content strategy and engage with potential customers. Which leads me to…

8. You’re keeping mum.

If a customer reaches out to you on social media, do you respond, or is the inquiry met with silence? Customers expect real-time (or near-time) responses. “There’s this sort of window,” says Brian Solis, author of What’s the Future of Business? “When someone asks a question, regardless of where it is, if that answer doesn’t come within minutes or even hours, the likelihood or propensity to make a decision is greatly reduced. And at 24 hours, you can forget it.”

 

 

 

Ann Handley is a veteran of creating and managing digital content to build relationships for organizations and individuals. Ann is co-author of the best-selling Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business (Wiley); the Chief Content Officer of MarketingProfs; a columnist for Entrepreneur magazine; a keynote speaker, mom, and writer.

Marketing Tactics

Top Marketing Trends For 2019

When you reflect on marketing trends that have taken centre stage in 2018, what stands out?

Emma Donovan

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Maybe it’s the proliferation of Instagram stories or  influencer marketing? Or the fact that video content has become even shorter and simpler with the rise of GIFs.

The real question is how have you incorporated these trends in to your marketing strategy, and what should you focus on in 2019? Here are six up and coming trends that you don’t want to miss:

1. Say hello to the social CEO

Customers want ‘real’ brand stories and to know what drives them. Leaders who are successful on social media show their companies’ human side and give their brands’ credibility and personality. This builds loyalty and, in some cases, an emotional connection that goes beyond the product or service.

Customers who feel this connection may even go on to become brand ambassadors.

Tip: Share stories that demonstrate your leadership style as well as company culture.

2. Initiate conversations

While 2018 brought the chatbots, the trend for 2019 is really using these bots to gather information about consumers by engaging with them on a personal level and steering them towards a sale. Bots are being trained to be authentic and sound more like people than the robots they are.

For example Facebook Messenger becomes more and more useful for brands as the platform allows customisation of automated messages and the ability to initiate a conversation at the right time.

Tip: You can also integrate this with Facebook shopping and increase conversion rates by enabling the bot to sell products to a consumer through the Facebook platform.

Related: Pay Per Click Advertising. When, How And For What?

3. Keep it local

Influencer marketing can be short lived or a little superficial. So try to identify and partner with local influencers that are happy to work on long-term campaigns. Also use multiple touch points including podcasts, YouTube and Snapchat as well as Instagram and Facebook.

Tip: Before you reach out to an influencer, follow them and learn a bit about the way they represent brands and engage with their fans to see if they’ll be a good fit. 

4. Try Instagram ads

As Facebook ads continue to dominate our feeds, advertisers are looking for a new place to stand out and get noticed. Instagram ads are on the rise, according to the Merkle report that showed that while Facebook ad spend grew 40% year-on-year in the second quarter of 2018, Instagram ad spend jumped 177% in the same time period.

Tip: Do some A/B split testing with different styles of images and calls-to-action.

5. Personalise email communication

Make sure to use automation and personalisation to really make your customers feel that you are listening.

Using hyper-segmentation, you can target very specific parts of your market. This will ensure that they receive personalised emails based on what they have expressed interest in or actions they have taken with regards to your brand.

Tip: Use automated campaigns after a first purchase; to request a review on social platforms; or just thank customers for shopping and remind them to share their purchase online.

Related: Free Sample Marketing Plan Template

6. Post in real time

In an effort to bring offline marketing into the online world, Instagram TV or IGTV allows brands to create a place for consumers to watch live events or brand content in their own time.

In addition, IGTV replaces the need for YouTube in some cases as brands are able to upload 10 or more minutes of footage directly to Instagram for consumers to watch as ‘episodes’.

This will become more prevalent in the years to come as businesses include this in their strategy. IGTV videos are less formal and will typically cost less than a traditional TV advert to create.

Whatever trends come our way, the key is to remain agile and adapt to how customers engage with your brand. And more than ever before, it’s important for all marketing touch points to align and communicate the same message.

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Marketing Tactics

4 Young Marketing Influencers You Can Learn From

Whether you’re a CMO or just trying to build your own brand, these influencers can help you reach your goal.

Jonathan Long

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Today, social media is a very crowded and competitive ecosystem – it can be extremely difficult for brands to break through and spread their message to a large number of potential new customers.

Marketing via social media has become a necessity. According to a post by DMA, 45 percent of surveyed marketers are looking to increase brand awareness through social media. The same post stated that spending via social media is expected to increase 18.5 percent in the next five years.

This article was originally posted here on Entrepreneur.com.

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Marketing Tactics

The Fifth P Is The Most Crucial

The reasoning is simple. If you don’t know your market, you will never be able to understand how the 4Ps apply to your potential customers.

Kyle Rolfe

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The four Ps of the Marketing Mix (Product, Price, Promotion, and Place) have defined marketing campaigns, both successful and unsuccessful, for many years since E. Jerome McCarthy came up with the concept in 1960. And while there have been tremendous advances and innovations in marketing, the four Ps (4P) are still first on the list in any marketing course.

In the brand conscious society in which we live today, however, a fifth P has become the cornerstone to all marketing and branding exercises, whether you’re in the business-to-business or business-to-consumer market. The fifth P is People or is also referred to as Personalisation.

The reasoning is simple. If you don’t know your market, you will never be able to understand how the 4Ps apply to your potential customers:

  1. What products do they want?
  2. Where should you make them available?
  3. How to price your products to meet your market’s requirements and budget?
  4. How and where to promote your product?

The first step in defining your marketing strategy should be should be getting to know your customers. When you know who you are targeting and put people at the centre of the mix, you can more easily decide the optimal strategy that will deliver the most favourable results.


Airbnb example

Airbnb has built a valuable brand by making the 5th P a focus of it’s branding activities. They typically target millennials born 1980-2000 and it’s understanding their traits (needs and principles) that has been the key to their success. Let’s look at how this impacts each subsequent P individually.

Related: How To Make (A Lot Of) Money On Airbnb


1. Product

Spending with a conscience is core to most millennials and they tend to opt for products that allow for transparent traceability throughout the supply chain. Airbnb is not seen as a large corporate ripping off the little guy, but creates a community where everyone contributes and benefits from something seen as open, transparent and disruptive to the status quo. The company has no real assets, but its brand has the visibility of a Coca Cola or Starbucks in the millennial market.

2. Price

While its market is cost conscious, Airbnb knows they place a higher value on products and services that have been designed and developed in a manner that is good for people and the planet. Hence, by consuming the brand they become“part of the solution”.

Airbnb is, more than anything else, including its multi-billion dollar valuation, a community organisation that includes everyone from anywhere. Add to that the lower costs and almost limitless offerings, in general, and you have something their market can’t say no to. Airbnb is a real part of their culture and value system, not some fake corporation pretending to be ‘cool’.

3. Promotion

In terms of promotions, understanding their market is apprehensive of contracts and long-term commitments. Airbnb has none, you make a deal with an owner or someone looking to rent for a while and that’s it, no fuss. In an interview with Fast Company, Airbnb’s head of brand, Nancy King said one of the key reasons for Airbnb’s success “is all about emotional connection, and that is really the root of it”. She continues that,

“Iconic brands have a disproportionate share of cultural voice, and they hold the internal culture of companies.” And it’s clear that Airbnb has developed that cultural integration with millennial values.

Related: How To Drive Customer Referrals (When You Aren’t Airbnb, Dropbox or Uber)

4. Place

Convenience and accessibility is important to most markets, but millennials place an even higher priority on it. They want information right away, especially for online sales, and once bought they want to know where their product is in the supply chain until it arrives at the door.

In the case of Airbnb, your booking information is available everywhere and anywhere, on any device. And as part of the community culture it drives, its biggest brand builders are the word-of-mouth promotions its customers created in the natural flow of conversation, online and offline

“Airbnb is an amazing example of how a brand is the value of a company, in this case valued in the billions of dollars ($38 billion at the time of writing, according to Forbes),”  adds Rolfe. “This value is based on the value of its community, its culture and the way its partners (buyers and sellers) value what the brand can do for them, not the value of sales pipelines or fixed assets.

“This is a $38 billion valuation based on brand alone, based on the company’s ability to identify its market and create the community (not the business strategy) that appeals to them. In other words, the other four Ps are determined and led by a clear and intense understanding of the 5th P, the people who give Airbnb its value.”

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