The vast majority of companies I work with are using social and digital media to build awareness for their brands. Typically, they contact me because their efforts aren’t getting the results they need. One of the first mistakes I often find is that these companies are selling before the buyer is ready to make a […]
How to Segment Your Engagement Strategy Based on Customer Type
Most companies have a customer engagement strategy, but that strategy views customers as one type and structures the strategy accordingly. Yet your customers are very different people, they might be a part of a larger group, but there are many smaller subsets of the larger group that your company should be aware of. Let’s review […]
The Secret Language of Happy Customers
Let’s say you are a die hard fan of the movie Memento, like I am. Think about the conversation you would have with someone who just saw the movie for the first time last night. Most of their input would likely be along the lines of “WTF did I just watch???” Now how would that […]
Research: How to Create Loyal Customers and Reduce Customer Churn Rate
Yotpo recently surveyed 2,000 American shoppers to learn their views on brands and brand loyalty. The results gave some interesting insights into brand loyalty in 2018, so I wanted to highlight some of the findings: Despite the growing importance of customer experience, product is still both the point of entry and departure for brand loyalty. 55.3% of […]
What’s Next For Blogging? Delivering Personalized Content Based on Visitor Intent
Recently I’ve been discussing how blogging will have a bit of a Renaissance soon as users move away from a centralized experience (social media sites like Twitter and Facebook) and back to a decentralized experience (like blogging). I believe blogging will become popular again as we look for ways to better gain control of the […]
Social Media is Destroying Our Ability to Create Impactful Content and Meaningful Connections
Go scan your timeline on Twitter or your news feed on Facebook. Look at the articles being shared, and more importantly, look at the headlines. After a while, you’ll begin to notice something. The headlines are written in a way to attract people that are already on Twitter and Facebook. This is important, because the […]
Marketing Shouldn’t be a Nuisance, it Should Be Sexy
Writing about marketing can be challenging. If it’s treated as merely a business function, writing on marketing can get very boring, very quickly. Not just for the reader, for the writer as well. But marketing can often be so much more than it is. The best marketing is never noticed, and you could argue that […]
Over the Hills and Far Away: The Rock Star’s Guide to Building an Online Community
Jessica Northey-Shaw is kind of a big deal in the country music scene. She’s worked with many of the industry’s top artists, and her #CMChat is probably the largest chat on Twitter, she’s had artists such as The Oak Ridge Boys, Charlie Daniels, Clint Black and Alabama as guests. She told me once that one […]
How to Convince Your Skeptical Boss to Invest in a Brand Ambassador Program
Whenever you attempt to sell your boss on launching a new initiative, there’s a few things you need to do to improve the boss’ chances of signing off: 1 – Help the boss understand the value 2 – Help the boss understand the cost 3 – Help the boss understand the scope of the initiative […]
Sears Turns its Twitter Account Over to Five Dads for Father’s Day
One of the things companies struggle with how to build engagement with their social media accounts. The cold reality is that most people don’t engage with a company on Twitter until there’s a problem. The majority of current or potential customers aren’t following a given brand’s Twitter account on a given day. So how do […]