Category Archives: Marketing

Report: Customer Experience to Business Strategy

Interesting new report by Altimeter group on Customer Experience.

I’ve extracted a finding which is super relevant to any business:

“When it comes to experience, customers want relevance and speed, not delight.” The most important elements of an ideal customer experience are fast responses to questions/complaints and the ability to find information quickly.

The 2nd part highlighted here “fast responses to questions/complaints and the ability to find information quickly.” seems so logical. However, so many companies make it so difficult.

My reason for writing this post, here it is…

Firstly the report is interesting, do read it.

Second, this gives insight into a stream of content which you need to create for your customers. They want “the ability to find information quickly

How are you making it easy for them? (My reason for this post, something we all need to think about)

The traditional way was to create a FAQ…

However, most FAQ’s though necessary are just plain boring to read, so people made multiple formats. Infographics, Animatied Gif’s  or How to Videos, or doing FB Live sessions etc.

That seemed to work, however, as the volume of information increases Searching for that information and making it available even more quickly becomes key.

Sometimes the simplest, is making available a person who maintains the customer relationship and become the source of all answers.

That person is responsible for going through the myriad layers of information within the organization and finding that information.

Othertimes, it might mean enabling the customer via technology to serve themselves, by providing them the ability to search for the information required on your portal.

Another, extremely powerful way is to enable customers to become the source of information (Brand Advocates).

All of the above could be ways in which you enable “fast responses to questions/complaints and the ability to find information quickly.

What’s worked for you? Do share below.

Below is Altimeter’s 4 steps to build a next generation experience strategy.

BUILD A NEXT GENERATION EXPERIENCE STRATEGY WITH FOUR KEY STEPS

 

Facebook Advertising

Should you explore it? What’s involved, what should your strategy be?

Facebook Advertising

A friend of mine invited me over to chew my brains…

My advice was simple…  “There is no silver bullet, try it out.
The results from this platform is not going to be the same for each brand. The good thing is that it allows you to experiment extremely cheaply.”

Yep that’s it…

 

You want more?

Get a cup of coffee or tea.

Here are 3 articles which will help you undertand this more:

  1. https://themission.co/gary-vaynerchuk-says-you-should-go-all-in-on-this-social-media-tactic-1023f4b63f72
  2. https://doubleyourfreelancing.com/how-to-get-new-clients-with-facebook-ads/
  3. https://copyhackers.com/2017/05/36-facebook-ad-hacks/

Read it? Share your thoughts, comments and questions below.

How to get new clients?

I saw this question posted on Reddit (Question: Any tips on getting new clients? ), and thought my response could be useful to more people as a blog post, so here goes.

Find their watering holes and showcase yourself there

watering-holesIf you know who your potential clients are, the best way to attract them is to go where they frequent.

FREE Report: 6 WAYS TO FIND YOUR AUDIENCES WATERING HOLES

When I used to do technology consulting, I found the maximum new clients by going where they go – “Technology Conferences”.

I would often speak at technology conferences or technology community events.

Invariably, after my session I’d be interacting with people who had questions about the topic I spoke on or about further advanced topics.

We exchanged business cards with each other and provided each other a means to connect. (This is important enabling each other to connect)

In fact quite often they wanted a copy of the presentation(this hook’s them to you) and would share their business cards with me after the presentation so that I would share the presentation with them. (Enabling this exchange is critical!)

Regularly speaking at these conference helped increase my credibility and enabled me to reach out to a lot of potential new clients at the same time.

But then came the Internet and a very costly lesson

I kind of replicated online what I did in the real world. I recorded a video on social media and communities and their impact on corporate communication and distributed it on YouTube.

It had thousands of people viewing it. BUT…

I didn’t enable them to share their contact data with me. I didn’t give them a reason.

Obviously people could like and share the video and even comment on the video. There was also a link to my blog in the video and in the description. I just didn’t tell them what they’d get.

What could I give? (VALUE: The Hook is important) Even something as simple as –

valueexchangeSign up here to get a powerpoint presentation of this video for quick reference (and get notified when I create such new content) would have been something of value to quite a few.

It would have encouraged them to exchange their contact information with me. It seems logical now.

However, at that time all I gave them was a lame – Read more at my blog…

Action Steps to Get New Clients

  1. Find their watering holes, i.e. places where they hang out,
  2. Showcase yourself there and
  3. Most important give them a reason(VALUE) to give their contact information to you. Give them something they’d consider valuable, in exchange for their contact information.
  4. Download NOW

    FREE Report: 6 WAYS TO FIND YOUR AUDIENCES WATERING HOLES

References: The video I had created was about “How community and social media changed corporate communication” – and it has 14600+ views as on today 🙂

Key Elements for Building a Content Strategy

Creating a Content Strategy can be confusing. People often get confused between Content Strategy V/S Content Marketing

Altimeter Group’s recent Research report on “Key Elements for Building a Content Strategy” is an interesting read. However, I felt that a little more detailing would help.

I’ve created a graphic below to explain the key elements in more detail.

Creating a Content Strategy requires 4 elements

  1. Content Vision
  2. Content Strategy
  3. Content Development
  4. Content Marketing

Key Elements for Building a Content Strategy

Failing at Social Business? This could be why

Top 3 Social Media Mistakes

Mistake #1: Content Creation

Yes I know it sounds strange. However, it is so easy to create content on social media that people just dive in and create lots of content. They have a content calendar and various kinds of content, but sadly no ROI.

Mistake #2: Confusing Content Strategy with Content Marketing

Content Strategy vs Content Marketing

Strategy is about figuring out what to do, rather than the act of doing(creating) which is distinctly different from the act of marketing the content you have created.

Mistake #3: Social Media Measurement i.e. Measuring the wrong things v/s Key Performance Indicators

We get excited looking at the number of comments, on a post, excited about engagement and even driving engagement at the cost of achieving business objectives. This happens because one mixes up Social media metrics and business metrics (KPI).

Succeeding at Social Media: The three key elements

The first element in a winning Social, Digital marketing strategy is defining the business objectives.

The second element is to know how to create the right strategy to meet those business objectives

  • Who are you targeting?
  • Start with the end in mind.

The third element is monitoring KPIs(Key Performance Indicators) to know that you’re on track to achieve the business objectives.

After the above 3 things elements are figured out, you then go about the actual job of doing/creating – content, defining campaigns, engagement strategy, influencer, advocate, community engagement etc.

Wanna Succeed at the Above? Get the Report on Succeeding at Social Business