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Monthly Archives: January 2019

How to Develop a Social Video Strategy: Tips and Tools

Need to add more video to your marketing? Wondering how to use video strategically? In this article, you’ll discover tips and easy-to-use tools that will help you incorporate video into your marketing campaigns. #1: Align Video Content With Your Social Media Marketing Objectives Any content you create for your social media channels should ideally serve […]

The post How to Develop a Social Video Strategy: Tips and Tools appeared first on Social Media Marketing | Social Media Examiner.

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Goodbye Pinterest: The Journey, Season 2, Episode 18

Is your website traffic converting? Then watch The Journey, Social Media Examiner’s episodic video documentary that shows you what really happens inside a growing business. Watch the Journey This episode of the Journey explores how Social Media Examiner made the decision to fully abandon Pinterest, despite receiving lots of traffic from the platform. Watch how they […]

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How Marketers Can Improve the Customer Experience (And Why They Should Want To)

How Marketers Can Improve the Customer Experience

How Marketers Can Improve the Customer Experience

Recent research from Gartner shows that 89% of companies compete primarily on customer experience. The way your brand makes customers feel can mean the difference between advocating for the brand or going with a competitor.

So, who owns customer experience?

It’s not just the customer service team or the Chief Experience Officer or any other dedicated department. Every touch point with a customer or potential customer is an opportunity to enhance the experience. It’s everyone’s responsibility.

As customer experience futurist, keynote speaker, and author Blake Morgan puts it:

“Today, companies are thinking about customer experience in everything they do, from hiring and leadership development to marketing, supply chain, logistics, IT infrastructure, product design and continuous improvement for the entire business.”

Customers don’t distinguish between the marketing department, the customer service team, or the sales department. Any contact they make with the brand, on any channel, is part of their experience of the brand as a whole.

So, it’s crucial for marketers to be mindful of customer experience, and active in helping improve it wherever we might encounter current and potential customers. Here’s how to get started.

[bctt tweet="Every touch point with a customer or potential customer is an opportunity to enhance the #customerexperience. It’s everyone’s responsibility. - @NiteWrites says to #marketers everywhere" username="toprank"]

How Marketers Can Get Started on Improving the Customer Experience

Rethink the Customer Journey

Most marketers still think about buying in some version of the old marketing funnel. We invite people into the top of the funnel, nurture them through the middle to a purchase decision, and then… well, they drop off the chart.

For marketers to make a difference in customer experience, we need to think differently about past, current, and potential customers. Julia McCoy’s “Marketing Lifecycle” is a good place to start:

The Marketing Lifecycle

In this model, everyone’s on the same journey. Whether they’re current, potential, or past customers, they all need and can benefit from marketers’ attention. Marketers can engage at every stage, helping to reduce friction and provide relevant, personalized content. That not only improves customer experience, it helps move more people toward sales, repeat sales, and advocacy.

Refine Your Content Strategy

To better align your content to improve customer experience, it’s important to re-evaluate what your content is for. Are you still drafting content for a linear customer journey?

Co-Founder of Orbit Media Andy Crestodina recently wrote an eye-opening post about the content strategy of the top 1% of B2B companies. According to Andy, content is far more about providing value than creating a straight line through to the “contact us” page. More valuable content earns trust, earns repeat visitors, and earns back-links that boost your SEO ranking.

How can you make content more valuable? Write for your current prospects, Andy says:

“The best source for content ideas is the audience themselves. When you talk to prospects and customers, you learn their cares, hopes and worries. You find out what kind of questions they have. It’s the job of your content to answer those questions.”

When you create best-answer content, you’re investing in your brand’s search visibility, its reputation, and its future and current customers. Someone who searches for an answer, finds your brand’s content, and gets help is likely to remember that positive experience.

Create Content for the Customer

How often do you write blog posts aimed at your current customers? Content aimed at helping use your product more efficiently, or addressing customer concerns and pain points with the product?

It’s easy to write about your current customers when you’re writing a success story in a case study. But writing for your customers is a crucial way marketers can improve the customer experience. Show customers that you care about their concerns after the sale, that your brand is committed to helping them succeed. As the inimitable Ann Handley, Chief Content Officer at MarketingProfs, puts it:

“Make the customer the hero of your story.”

This type of content is good for customer experience, and it’s also good for marketing to potential customers. As you demonstrate to existing that you’re committed to helping your customers, your prospects are watching, too. You’re demonstrating what they can expect from the brand should they choose to buy.

Create a Consistent Experience on Social Media

Most brands are in a weird place with social media, and it’s easy to see why: It is a marketing channel and a customer service channel rolled into one. It’s a channel where causal followers, brand advocates, and customers with problems they need solved are all rubbing (virtual) elbows. Yet social media accounts are far more likely to be considered solely marketing’s responsibility.

Marketers can enhance the customer experience on social media by responding quickly to questions and starting the conversation. Then marketers can help meet needs that they can meet, or provide a quick and seamless hand-off when another department has to be involved.

Remember, customers don’t think in terms of “this is the marketing department and I should contact customer service.” They’re just reaching out with a problem your brand needs to solve.

Great Customer Experience Is Great Marketing

When marketers fully own their contribution to customer experience, they can help turn prospects into customers and customers into raving fans. It’s the great circle of marketing (sing it with me): Your most loyal customers become your most powerful marketing, and they do it for free. Or, as customer service expert, keynote speaker, and bestselling author Shep Hyken puts it:

“The best advertising you can have is a loyal customer spreading the word about how incredible your business is.”

So, marketers, it's time to dig deep and ask yourself: What am I doing on a marketing level to enhance the customer experience? And what do I need to be doing?

Learn more about customer experience, convenience, and marketing in our interview with Shep Hyken.

The post How Marketers Can Improve the Customer Experience (And Why They Should Want To) appeared first on Online Marketing Blog - TopRank®.

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How Google Analytics Attributes Traffic From Facebook

Want a better understanding of Google Analytics? Wondering why Facebook and Google Analytics sometimes report different results? In this article, you’ll learn how Google tracks traffic and conversions and how to resolve discrepancies between Google Analytics and Facebook Ads Manager. What Is Traffic and Conversion Attribution? To understand what attribution is and how it works, […]

The post How Google Analytics Attributes Traffic From Facebook appeared first on Social Media Marketing | Social Media Examiner.

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5 Marvelous B2B Content Marketing Lessons From Mrs. Maisel

The post 5 Marvelous B2B Content Marketing Lessons From Mrs. Maisel appeared first on Online Marketing Blog - TopRank®.

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How to Turn Fans Into Engaged Superfans

Do you want to improve your fan engagement? Wondering how to turn fans into superfans? In this article, you’ll discover how to encourage your fans to engage with your business in deeper, more meaningful ways. Why Does Fan Engagement Matter to Marketers? Most definitions of brand engagement agree that it represents a relationship between a […]

The post How to Turn Fans Into Engaged Superfans appeared first on Social Media Marketing | Social Media Examiner.

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Slow Loads Sabotage Your Conversions: See The 2019 Page Speed Report

Unbounce's 2019 Page Speed Report is here. Get the inside scoop on what we learned from surveying marketers and their customers, including answers about spending habits, advertising priorities, how everyday people experience the web on mobile devices, and more.

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Top Marketing Resources for CMOs in 2019

Marketing Resources CMO

Marketing Resources CMO

A seat at the executive table for marketers in the form of the CMO role has not come without costs. CMOs have half the tenure of CEOs and the spotlight is on marketing leadership like never before.

While it’s undoubtedly a tough job, there's plenty of opportunity. More than 25% of CEOs at large publicly traded companies have a marketing background. A CMO title has become the ultimate goal for many marketers and those that make the grade have to continue working hard on advancing their knowledge, skills and staying on top of industry trends.

To help CMOs and aspiring CMOs connect to strategic, useful and engaging information, here are 5 of the top resources worthy of a CMOs time.

1. CMO Moves - Nadine Dietz has created a new site and interview series that shares what she calls the human side of game-changing CMOs. CMO Moves asks CMOs at brands ranging from Ameritrade to Ford to Walmart questions like, How did they get to the top? What rules did they have to break along the way? Who do they see as their role models? How do they inspire and grow their teams to greatness?

CMO Moves was recently acquired by Adweek with 52 podcast episodes plus articles and resources. The site is a great opportunity for CMOs and fast tracking marketers alike to learn from their peers.

2. Marketing Industry Influencers of CMOs - Of course resources for marketing knowledge come in many forms and we all know that peers are far more influential than brands, including the topics tracked by CMOs. Speaking of tracking, Forbes has reported on the top influencers of CMOs citing research from Leadtail and their tracking of nearly 1,300 North American CMOs.

CMO Influencers

Here is a list of the top 10 influencers of CMOs:

  • Vala Afshar (@ValaAfshar): Chief Digital Evangelist, Salesforce
  • Tamara McCleary (@TamaraMcCleary): CEO, Thulium.co
  • Scott Brinker (@ChiefMartec): VP Platform Ecosystem, HubSpot
  • Gary Vaynerchuk (@GaryVee): CEO, Vayner Media
  • Kim Whitler (@KimWhitler): Former GM / CMO, Forbes contributor
  • Evan Kirstel (@EvanKirstel): Cofounder, EviraHealth
  • Brian Solis (@BrianSolis): Principal Analyst, Altimeter Group
  • Michael Brenner (@BrennerMichael): CEO, Marketing Insider Group
  • Margaret Molloy (@MargaretMolloy): CMO, Siegel + Gale
  • Jay Baer (@JayBaer): Founder, Convince and Convert

While this list is from 2017, I have found lists of this type to be fairly consistent year after year. Hopefully Leadtail will publish an updated report in 2019 or maybe we should.

CMOs also learn from their peers. Here is a list of the top 10 most influential CMOs according to 2018 research from Forbes and Sprinklr:

  • Keith Weed (@keithweed): Chief Marketing and Communications Officer, Unilever
  • Linda Boff (@lindaboff): Chief Marketing Officer, GE
  • Leslie Berland (@leslieberland): Chief Marketing Officer & Head of People, Twitter
  • Antonio Lucio (@ajlucio5): Global Chief Marketing Officer, Facebook
  • Raja Rajamannar (@RajaRajamannar): Chief Marketing & Communications Officer and President, Healthcare Business, Mastercard
  • Ann Lewnes (@alewnes): EVP & Chief Marketing Officer, Adobe
  • Phil Schiller (@pschiller): Senior Vice President of Worldwide Marketing, Apple
  • Dean Evans (@Hyundai): Chief Marketing Officer, Hyundai
  • Kristin Lemkau (@KLemkau): Chief Marketing Officer, JPMorgan Chase
  • Marc Mathieu (@marcfmath): Chief Marketing Officer, Samsung Electronics America

3. Websites - There are many marketing publications but not that many websites specifically focused on content for CMOs. Here is a list of 6 industry publications dedicated to the chief marketing officer.

4. Podcasts - When you’re as busy as a CMO is, you have to use every spare bit of time as efficiently as possible and podcasts on a commute, on a plane or similar time are just that. Here are 10 of the top podcasts recommended by CMOs via the CMO Club:

5. Special Interest Groups - Communities for senior marketing decision makers.

Of course there are many more useful resources ranging from industry conferences to executive education to special analyst reports but hopefully this post has provided you with links to information and communities that are helpful. It might take some trial and error to find the right sources for your specific needs and interests, but one thing is certain: there will alway be a need to feed a marketing executive's brain with up to date analysis, insight and trends.

If you are a senior marketing executive, what resources would you add?

The post Top Marketing Resources for CMOs in 2019 appeared first on Online Marketing Blog - TopRank®.

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How to Use the Instagram Countdown Sticker for Business

Want to promote time-sensitive events and offers on Instagram? Wondering how the Instagram countdown sticker can help? In this article, you’ll learn how to set up the Instagram countdown sticker in stories, and find four ways to use the sticker for marketing. What Is the Instagram Countdown Sticker? Instagram has long been known for sharing […]

The post How to Use the Instagram Countdown Sticker for Business appeared first on Social Media Marketing | Social Media Examiner.

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Twitter Publisher Dashboard Improves Audience Insights

Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week’s Social Media Marketing Talk Show, we explore Twitter announcing new publisher tools, a beta program for upcoming features, and more with special guest Madalyn […]

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