B2C

Does Snapchat Fit Into a B2B Marketing Plan?

indexWith new platforms on the rise, you may be wondering if it’s worth jumping into new, untested waters.

While you’ve been posting, tweeting, and networking, Snapchat has been quietly booming. It now has more than 200 million users who share more than 800 million photos and videos every day, according to Business Insider. You can now find companies that vary in size, building their image and engaging with followers on a platform that can easily engage as many as a quarter of active followers. The content they’re sharing through stories and videos is unlike anything you can find on other platforms.

At launch, Snapchat was a way to share pictures and videos that would only live for about 10 seconds. Snapchat has since added a new functionality, stories, that extend the life of these snaps. Stories save multiple snaps from a 24-hour period and allow users to view those snaps within that day.

Snapchat is about sharing your personality and portraying your brand image. Use snaps to connect with users through humor, personal touches or time-sensitive information. Snaps are not supposed to be earth-shattering revelations, it’s a way to live in the moment and build on relationships. While it’s easy to think of ways a B2C brand could develop a strategy for this network, what does Snapchat for B2B brands look like? I’ve outlined a few examples.

Your Snapchat strategy is part of a larger, omni-channel campaign

Rather than planning a siloed Snapchat campaign, target audience members should be directed to subscribe to a brand’s snaps via Twitter, email or Instagram. Snapchats are not broadcasted and displayed publically in a feed for on-demand viewing like we’re used to seeing on other social channels. Paired with an inability to browse and explore other users and accounts, it’s imperative that users are reminded to subscribe to your snaps on a regular basis by way of traditional social media platforms. Snapchatting brands should look for opportunities to create content around a central idea or theme. Snapchat users either want a way to incorporate themselves into the content or special access to something.

It’s location specific

Capitalizing on location-specific content is key to successful B2B Snapchatting. It’s what makes average content fun, exciting and highly relevant. Geofilters (special overlays for snaps that can only be accessed in certain locations) are one of the app’s best features. They play in integral part of what makes our stories so fun and engaging. The functionality never changes, but fresh filters from new locations give Snapchat a daily refresh to keep users coming back for more.

The Ultimate Goal: Relationship Building

B2B selling hinges on relationships. If you’re not ready to dive in head first with a branded Snapchat account that utilizes geofilters and takes advantage of their ever-evolving advertising options, consider adding Snapchat to your sales and marketing team’s toolboxes. Behind every B is a C – this means that behind every business there is a human that is making the decisions.

Just as YouTube is no longer just for entertainment anymore, lookout as Snapchat is heading in a similar direction!

 

3 Things to Consider to Overcoming Privacy Concerns of Cookies

CWM TuesdayYou may have heard of the term “cookie” or come across it in your online experience. But what does it mean? What does it mean for consumers? And what does it mean for you as a business owner or manager?

Have you ever noticed when booking travel destinations online that the next day or time you are on the internet, ads or messages will appear from other travel sights? This is not a coincidence – this is as a result of cookies tracking your purchasing and surfing behaviours.

Cookies are therefore a key tool that we marketers can use to track customer behaviour and purchasing choices. They can help your business understand your customers so that you can provide them with tailored content specific to their behaviours.

From a marketing perspective then – cookies provide us with a pull-push approach, but the challenge is we need to make sure our campaigns are transparent and therefore we need to utilize cookies in a way that the customer does not consider invasive of their privacy.

I wanted to share with you a few tips that will help you overcome privacy concerns raised by cookies when planning your next online marketing campaign.

  1. Show transparency

The most important thing to consider when using cookies is that privacy is the biggest concern. Let your customers know when they visit the site that you are using cookies to provide them a tailored experience.

One popular approach is to provide a notification on your website. For example, a website will post a notification like this:

Company X sites use cookies and similar technologies. By using company X sites, you are agreeing to our revised Privacy Policy and Terms of Service, including our cookie policy.

A simple notification like this serves to provide both knowledge and consent. The choice is then on the consumer to continue using the service. Your customers will appreciate that you are being transparent with them, and that they are being given a choice.

  1. Value-added, permission-granted

Make sure you have a strong value proposition. Based on consumer behaviours in downloading Apps, if you can provide them with the tailor product/service they need, and the value is there for them, they will grant you permission to track them.

  1. Make it part of a larger strategy

For a cookie to be effective, it should be used as part of a larger marketing automation strategy. Just simply placing cookies on your site only tracks users on your site, and does not give you much “intel” on what your customers are doing and where they are going online. You’ll need to track them across many sites, to gain a richer understanding of who they are and how you can push them targeted content.

With all of the exciting automated marketing technology that is available to us today, we need to always put our customer first and ensure they are not feeling their privacy is being compromised.

Do the benefits of cookies overcome its potential danger to privacy? Do you have other online strategies for understanding your consumer behaviours?

Digital Collateral – To Go Paperless or Not To Go Paperless?

Business concept of flat design smartphone with handPrint media has taken a backseat in the last decade to make room for digital. However, even in this digital age, print isn’t expected to go away any time soon. We’ve seen a large shift in businesses using available technology to transfer print collateral into more meaningful, interactive and engaging material.

Business materials that have traditionally been printed – like brochures, business cards, newsletters, flyers, sell sheets and catalogues (to name a few) – are all considered “Marketing Collateral”.

Business owners frequently ask me if they should go paperless with their marketing collateral and I see the benefits to both, though I’d say a large part depends on the size of your company, your strategy, and whether you’re B2B or B2C. Let’s examine the benefits of going paperless.

Benefits of Going Paperless

Excessive use of paper is bad for our planet, and can also be bad for business by draining your time and money. When thinking about going paperless, here are a couple things to consider.

  • Content Marketing is now A “Thing”: Digital collateral is ready to take center stage with marketing moving towards a more content-based approach. Creating digital collateral for your business that has original content and is easily shared means you’ve got original resources on hand!
  • Digital is Agile: Easily transferable and shareable, digital collateral and digital publications can be updated quickly and used to share any type of collateral online (including brochures, catalogues, magazines, direct mail, newsletters, reports, postcards, and other business documents).
  • Cost Efficient: In short, digital collateral means lower production costs, and increased reach (hello social media!).
  • Leverage Your Social Media Presence: A PDF posted on a static page of your website isn’t going to stir up excitement in a potential customer. Digital collateral on the other hand, provides you with original, user-friendly resources, which can also be shared through other platforms to help spread your mission and message.
  • It’s Green: You save paper when you use digital collateral. You can also avoid having boxes and boxes of unused and/or out-of-date materials laying around and cluttering up your workspace.

Should You Go Digital?

In my experience, business owners can get a little nervous if they don’t have tangible marketing collateral (because as a business owner you want people to believe and trust you as a real company, not just a virtual one). So why not have both, digital collateral and traditional print collateral?

Digital and print mix well together – it’s all about finding the right balance. Traditional marketing tools have a longer life span, however in some cases (like for smaller businesses) digital collateral, when done right, can save the day!

Refer back to your marketing strategy (if you don’t have one then have one created – it is imperative!) to see what’s appropriate for your business. One thing to remember when making your decision is “paperless” means less paper, not no paper. If you choose to go paperless, like any major change you should start small. Here are tips that can make the transition easier:

  • Keep business cards in the traditional printed format: Business cards aren’t going away any time soon! I believe printed business cards are a staple for all key employees, and are necessary for networking.
  • Create a digital version of your main piece of collateral: Be it a brochure, postcard, sell sheet, or flyer – it will be beneficial to you and your business to have a digital copy on hand that you can send off or post on the fly!
  • Start an E-Newsletter: this is a great way to communicate online with your customers and get the online conversation going!

What do you think about going paperless? What is your biggest concern with going paperless? Do you have a marketing strategy that speaks to having digital collateral?

Share your thoughts and stories with me in the comment section! 

A Strategy for a Blog? Really?

BloggingBusiness owners ask me all the time whether they should have a business blog. My answer is always the same, let’s explore why.

Starting a blog is serious business that requires a huge time commitment, particularly if you are writing it yourself, so unless it is spelled out in your marketing strategy, you’ll need to create a separate blog strategy to determine its purpose and destiny before you start writing. In some industries you are only as good as your last blog entry, so make sure you can “commit” to this long term marketing tool.

I understand that many may feel a strategy for a blog is a bit “over the top”, but in fact by writing down your plan, you are more likely to commit to it, but also to see its value in the growth of your brand.

With over five years of experience writing various blog strategies for my clients, I have outlined a few key tips to consider when creating a strategy for your blog:

  1. Create a goal for your blog.

In other words, why do you want to have a blog? Is it to position you or your brand within an industry? Is it to provide guidance to your audience, or insights into industry trends? Or is it simply to provide tips to show your knowledge. Make sure you are very clear about the “why”, as it will help you determine the outcomes and direction of your blog strategy.

  1. Decide who your audience is going to be.

Who do you want to engage with and speak to with your blog? Are you trying to target C-level individuals, front line staff, or middle management? The more narrowly you define your target audience, the easier it will be to identify those people, cater to their needs with your content, and reach them with your messages. This audience should tie in to your key audience for your brand, so look to your marketing or branding strategy to help you determine audience.

  1. Content is still king.

Your primary and ongoing goal should be to continuously develop innovative content and put a truly unique spin on whatever topic you’re blogging about. Make sure your blog highlights your unique knowledge, voice and personality. Having a unique voice is one of the easiest ways to set it apart from your competition. Try to incorporate proprietary information, facts or research. The more unique and innovative your content and the better you target your audience, the easier it will be to build a following.

  1. Create an editorial schedule, and stick to it.

To build and maintain a steady audience, you’ll need to commit to a regular schedule for your blog. It has to be frequent enough that your audience expects it yet is not overwhelmed by it, so knowing your audiences tolerance is key here. Make sure you don’t over promise and under deliver as your audience could simply move on.

  1. Track and measure your success.

Most blog sites have great analytics, so make sure that you are tracking which blogs are giving you the best engagement and maybe consider creating a few blogs on a similar topic, or a series on the same topic. Always try to give your audience what they want and one way of ensuring this is tracking your analytics.

Do you have a business blog? What is your blog doing or NOT doing for you that you wish it would? Have you ever considered writing a blog strategy? I look forward to your comments and discussion.

Brand Strategy Tips: Is Your Brand Having An Identity Crisis?

online-identity-crisis-300x243The most successful brands never fall victim to an identity crisis because they know who they are, and the responsibility they have to those who they serve.  Their innovations are consistently delivered, genuine and true.  They are focused on what matters most to their consumer (B2B or B2C) and on continuously making the experience better.

Today, we are constantly challenged to create a brand that customers want to identify and grow with, and one that earns their trust, reflects their values and makes them feel valued.

Whether you are a Fortune 500 company, business owner or entrepreneur, here are my top 3 tips to help you create and maintain a strong and differentiated brand:

  1. Create an Engagement Experience

Create an engagement experience that you want to have with your target audience. Be consistent, but at the same time mix it up, and don’t be too predictable. Your customers are reevaluating their needs more often than you might think, so instead of being reactive to your audience’s needs, be on the front end and help guide them.

  1. Establish an Identity That is Easily Relatable

Keep it simple. Your customers don’t have the time to figure out what your brand is trying to convey. Too often brands complicate their unique value proposition (UVP) to get attention.  In their efforts to reinvent and renew, they complicate things that frustrate their customers and shareholders.

A brand identity is most powerful when it evolves and its value proposition strengthens in alignment with the changing demands of its audience. Your customers want a brand to be deliberate with their identity – straightforward while at the same time forward thinking.

  1. Educate and Inspire

Even for B2B businesses, it is important to make sure your brand educates, communicates and inspires your audience about the totality of your brand – what it represents and what it stands for.

Your brand’s value proposition must come to life and have an impact on your audience with messaging that is educational and innovative.

A winning branding strategy must be ambitious in its commitment to knowing your audience inside and out.  Always be accountable to the needs of your audience and take responsibility to keep the momentum of the relationship moving forward.

What experience you are attempting to leave behind for your brand, and what will your audience remember most about how it impacted them? I look forward to your comments below.

A case for Instagram for Business

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What kind of social media tools do you utilize for your business? Many companies use a combination of Facebook, LinkedIn, Twitter and even Pinterest as platforms to communicate their message and each of these social mediums have their distinct benefits and unique audience niches.

If you have been keeping yourself up-to-date on social media trends, you would have noticed that Facebook recently admitted that 2013 saw a loss of a significant amount of active daily users in the 13-24-age bracket. While most of your direct consumers would not fall in this demographic, this age group will grow into your target audience in the coming years and are big influencers of the older generation.

If you’re looking for a new and fresh outlet for your company to engage with your audience, perhaps Instragram, a newer platform which launched in 2010, is the answer! With over 200 million users, Instagram is a photo-sharing application where users share their up-to-the-minute activities with their followers. B2C companies have used the app to feature their products, new arrivals and even used the video function to share 15-second demonstrations.

You might be asking how you would use Instagram as a B2B enterprise, and so you might be surprised to discover there are interesting ways to use this tool in your business:

  • Highlight your brand’s history by posting old photos and facts (Pro tip: Engage with a popular hashtag on Instragram #TBT or “ThrowBack Thursday” where users post old photos of favourite memories and past moments)
  • Text and graphics: use text and graphics to create short and snappy messages to your followers, like how to enter a contest or an interesting fact.
  • Blog posts: Reference your company blog with your Instragram account with a photo and a link
  • News: Post pictures of industry or corporate news that your followers will find interesting

Which of the above suggestions would work well for your business? Have you seen Instagram used in any other creative ways for businesses? I look forward to your thoughts below.

Teach Your Customers to Fish

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You know that expression “If you give a man a fish, you feed him for a day; if you teach a man to fish, you feed him for a lifetime”? Well, the same is true for marketing: If you sell something, you make a customer today; if you help someone, you make a customer for life.

Think about this principle in your own life, when a customer service person is particularly helpful you remember the experience and it creates, what I call, a positive brand experience, which means, you are more likely to shop there based on your previous experience.

Now more than ever, your company is forced to compete for your customers’ attention, but if you’re useful enough and if you commit to inform rather than promote, customers will reward you with trust and loyalty.

There are several marketing tools that can be used to provide some useful information for free to help you build long-term trust and kinship between your company and your customers, including chats, webinars and newsletters, but nothing is more powerful than a professionally written blog.

Although a company blog requires a the largest time commitment, the benefits to your business cannot be denied:

  • Businesses that blog have 55% more web visitors.
  • B2C businesses that blog generate 88% more leads per month.
  • B2B businesses that blog generate 67% more leads per month.

Facts and my own experience all lead me to the same conclusion that businesses should consider providing a blog for their customers.  In order to give it the attention it requires, ensure that your blog:

  1. Is professionally written
  2. Provides useful industry insights that your audience wants to know more about
  3. Maintains frequency (I suggest 1 a week or a minimum of 2 a month)
  4. Is published on the same day and time each week
  5. Engages your audience with tips and questions
  6. Provides visuals
  7. Has relevant and topical subject matter
  8. Avoids shameless self promotion (no selling or references to your products or services)
  9. Is open and honest
  10. Written in first person
  11. Written (or ghost written) by an owner or very least senior executive (not the marketing VP – see point 8
  12. Is correctly tagged and posted
  13. Posted on a company-branded and formatted blog with tracking capabilities (e.g. WordPress or Blogger)

The difference between “helping” and “selling” is just two letters in terms of spelling, but those two letters can make all the difference to the way your audience perceives your brand.

What ways have you positioned your marketing to provide free advice to your customers?  Do you have an online chat, webinars or a blog?  If not, why not?  It’s never too late to give your audience a positive brand experience and leave them asking for more!