by Elizabeth Hines | Jan 21, 2016 | Blog, Marketing, Social Media
The LinkedIn Mobile App can help you grow your marketing program from the comfort of your phone.
Increasingly people are on the move, and smart phones are on the rise. In 2015, 64% of adults had a smartphone, up from 35% in 2011. Worldwide there are 3.7 billion unique mobile users. Those numbers are growing rapidly.
With the rise of mobile access and technology, people use phones in many of the same ways they use computers. You can scan, email, write, research, talk, bank, and — thanks to the LinkedIn Mobile App — apply for jobs, post articles, communicate, and engage with peers.
LinkedIn believes the app is “a faster way to tap into your professional world. Get news and info that matter for your professional day, a daily brief on what’s happening in your network, and a quick way to reach out and keep in touch.” Sounds good for those of us who rely heavily and increasingly on our phones.
Here are some ways in which you should be using the LinkedIn Mobile App to help your marketing efforts:
1. Update
A cornerstone of inbound marketing, writing updates and engaging daily (or hourly) with connections is important. Within an update you can include text, links, and photos and mention other LinkedIn members. You can also choose to share your update with your entire LinkedIn network and/or first-degree connections and/or your Twitter feed.
2. See who’s looking
Discover who has viewed, liked, or commented on your profile and content. The app lets you reply directly if you’d like.
3. Engage
Keep up with your network by finding, commenting, liking, and sharing. Repeatedly, we hear of the importance of engaging with connections and truly trying to value their posts, especially before sharing your own agenda.
4. Edit your profile
Notice a mistake on your company profile? Make an immediate change, even without your computer. Maybe you’re at a business meeting or out to dinner, and you notice that something hasn’t been updated on your company profile. You can fix it immediately.
5. Send & receive messages
This is a staple, and one that is critical. Again, if you’re at a business meeting, at a conference, or just without your computer and you need quick access to someone who you don’t have in your smartphone address book, you can find them and contact them through the LinkedIn Mobile App.
You can also access Lynda.com to watch tutorials and get training, get daily updates from LinkedIn Pulse, use LinkedIn Lookup to find connections, and use LinkedIn SlideShare to access over 18 million tutorials, infographics, and professionals.
There’s no need to cease connecting or marketing when you’re without your computer. The newly updated LinkedIn Mobile App can help you get the job done efficiently.
by Elizabeth Hines | Jan 20, 2016 | Blog, Content Marketing, Marketing, Strategy
Grow your business with this 12-step guide to creating a content marketing strategy.
So, you’ve decided to give content marketing a go, but you’re not sure where to start. Or, maybe you have tried implementing some of the basic principles but haven’t had much success with your piecemeal approach.
Either way, without a documented strategy in place, you’re much less likely to reap the potentially enormous benefits inbound marketing can offer.
In fact, only 11% of companies without a documented content marketing strategy find their efforts to be successful, compared to 60% of companies with a strategy in place. And that number rises to 86% when the company designates someone to lead the strategy. The numbers speak for themselves.
Fronetics Strategic Advisors has developed a 12-step guide to developing a content marketing strategy specifically tailored to your business. This eBook provides insight into what makes good content, as well as tried-and-true measures your company can take to get the most out of your marketing efforts. By following these recommendations, you’ll be well on your way to developing a strategy that drives profitable customer action and helps you meet your business goals.
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When it comes to marketing we work with our clients to create and execute strategies that drive success and elevate their brand position within the industry. Unlike other firms, we align marketing programs with business objectives and, through a data driven approach, are able to deliver results with a targeted ROI. Our team is comprised of strategists, marketing professionals, writers, designers, and experts in social media. Together we leverage our experience to increase brand awareness, position our clients as thought leaders, drive meaningful engagement with prospects and customers, and help businesses grow. Learn more about what we do.
by Elizabeth Hines | Jan 18, 2016 | Blog, Content Marketing, Marketing, Strategy
Improve your content marketing strategy in 2016 by following these six tips.
We know that content marketing is a highly effective tool for companies of all shapes and sizes, be they B2C or B2B. (If you’re not using inbound marketing, here are five reasons why you should be.) But, considering this strategy takes considerable time, effort, and resources, are you getting the most out of your efforts?
Long gone are the days when a weekly blog and vague presence on social media will cut it — 2016 is calling for a diversified content marketing strategy that speaks to today’s sophisticated consumer base.
Here are 6 ways to improve your content marketing strategy in 2016:
1) Be mobile-friendly.
Google announced in May 2015 that the number of searches on mobile devices has now surpassed those conducted on desktops in the US. And we know that reality isn’t limited to personal Internet use. Evidence suggests B2B buyers are increasingly using mobile devices to do research, make inquiries, and purchase products. If your website isn’t mobile-friendly, your company is missing out the significant share of customers who demand mobile-optimized content. What’s more, Google now penalizes non-mobile sites in searches, meaning your website will fall further below the fold, as more companies cater to smartphone screens.
Here’s how to make your supply chain website mobile-friendly.
2) Diversify your content.
A blog for which you provide regular, original content is an excellent start . But, unfortunately in this day and age, it’s not enough. Offering content in different formats provides a richer experience for your leads, adds depth to your brand identity, and allows you to reach and connect with more consumers. There are a dizzying number of options out there, including podcasts, slideshares, videos, graphics, ebooks, and whitepapers, to name a few. Choose a couple that fit your brand best, and see where they take you. Which leads me to…
3) Do video.
Video is not just for funny cats and cover artists anymore — it’s the most popular form of content being consumed online. YouTube is the second largest search engine in the world, with more than one billion users conducting over 3 billion searches per month. What’s more, the number of videos uploaded to Facebook has increased by 94% over the last year, with more than 50% of Americans who use Facebook daily viewing at least one video per day. Some brands have capitalized on this trend. (See the Budweiser puppy commercial, viewed over 30 million times.) But there is a lot of potential there for businesses in all industries — a little creativity and some time and effort adding video to your content marketing suite could really pay off.
4) Tug at the heartstrings.
There’s a reason the Budweiser puppy video has enjoyed so much success: we love a feel-good story. An ad that evokes strong emotions makes us associate those feelings with the brand. Studies show that emotions play a leading role in B2B purchases, too, and your content marketing should leverage that idea by telling great stories and by promoting the value you offer. Content that tells a great story connects people to your brand on an emotional and intellectual level, helping earn their trust and loyalty. Similarly, by touting figures that illustrate the value your company offers its customers — like money saved, convenience, or top-of-the-line performance — you remind people what it is you can do for them. And there’s no better way to win hearts (and leads) than reminding them what they’ll get out of your relationship.
5) Focus on relationship marketing.
HubSpot identifies relationship marketing as the #1 game-changing marketing trend to tackle in 2016. While this term largely falls under the CRM umbrella, it can play an important role in your content marketing strategy as well. Providing existing customers with custom-tailored content and information shows that you understand their needs, and it makes communications infinitely more personal. You’re not just blasting out some mass communication that ignores the facts that you know about your client — for example, a mass email titled “Baby it’s cold outside!” to a client based in Florida. Modern technologies like geo-targeting and CRM software make personalizing content and communications much easier, but it will still take extra time and resources. That’s the (absolutely worth-it) cost of long-term, loyal customers earned through relationship marketing.
6) Seek professional help.
Even if you’re part of the 58% of companies that handles content in-house, a little help from the experts will only improve your results. Hiring an SEO-savvy copywriter, for instance, can impact your bottom line. Or working with a firm like Fronetics can help you develop and execute a content marketing strategy designed to grow brand awareness and to meet your specific business goals. Here are six other digital and content marketing tasks to outsource. A fresh perspective from outside your company may be just what your marketing efforts need to excel in 2016.
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When it comes to marketing we work with our clients to create and execute strategies that drive success and elevate their brand position within the industry. Unlike other firms, we align marketing programs with business objectives and, through a data driven approach, are able to deliver results with a targeted ROI. Our team is comprised of strategists, marketing professionals, writers, designers, and experts in social media. Together we leverage our experience to increase brand awareness, position our clients as thought leaders, drive meaningful engagement with prospects and customers, and help businesses grow. Learn more about what we do.
by Elizabeth Hines | Jan 12, 2016 | Blog, Leadership, Marketing, Strategy, Supply Chain, Talent
Recruiting and retaining top talent is one of the largest issues the supply chain faces today. It has, in many ways, become an industry of gaps: skills, talent, and gender, to name a few. How can companies secure their future by acquiring, developing, and keeping employees with the potential to undertake future leadership roles?
Fronetics Strategic Advisors works with clients to understand and execute on talent acquisition, performance management, learning and development, and succession management. We also work with clients to design and develop roles and responsibilities, on leadership development, mentoring and counseling, and on performance management and compensation strategies.
Here are our most-read talent articles of 2015:
While the number of full-time women in the workforce is up 15% since 1979, the number of women in the manufacturing sector is the lowest it has been since 1971.The gender gap extends more broadly to the supply chain, as well, with 70% and 80% of positions held by men. This article examines the talent crisis within the industry as an opportunity to help close the gender gap, and offers suggestions for building that bridge. Read the full article.
This interview with Rodney Apple, founder of the SCM Talent Group and supply chain recruiter for the majority of his 19-year career within the staffing industry, examines the challenges facing the industry and opportunities to address the talent crisis moving forward. Read the full article.
The outlook seems dire: by 2025, 60 million baby boomers will exit the workforce, leaving a gigantic gap when 40 million millennials take their place. What’s more, as few as 20% of the workforce will possess the broad range of skills required of 60% of all new supply chain jobs. The good news is that this looming crisis represents an ideal opportunity for recent college grads and mid-level supply chain management. Companies hoping to appeal to top candidates in the future should be proactive about meeting their professional needs through initiatives like competitive salaries and cross-functional training — or else, they might miss out. Read the full article.
Zappos offers new hires a $4,000 bonus to quit after an initial training program — and it actually has helped them retain top talent. Offering an early out to employees can be an effective method to detect personnel issues up front and ultimately can save your company from a major financial loss in the future. Read the full article.
When it comes to your career, connections matter. This article lists five reasons why building a strong network is crucial to your professional success. Read the full article.
Millennials — or, those born after 1981 — potentially could breathe new life into the graying supply chain industry. This article examines who millennials are and how companies might attract and retain talent within this oft-misunderstood generation. Read the full article.
Promising employees expect more from their employers when they outperform their peers — and not just in terms of compensation (though that is very important). When those expectations are met with disappointment, the company is at risk for losing top talent. This article discusses strategies for mitigating the loss of talented employees. Read the full article.
According to one study, only 12.5% of companies in the supply chain industry engage in formal succession planning, or the process of identifying top internal performers with the potential to fill key leadership positions. With the dearth of talent facing the supply chain, employers would be wise to invest in succession planning (and their most promising employees) — particularly through these three aspects of the process. Read the full article.
Focusing on education and training, employee retention and growth, and rethinking the talent pool itself does not address the bigger issue in the supply chain skills gap: the industry just isn’t perceived as sexy. What can companies do to overhaul their image and attract new and qualified talent? Read the full article.
Replacing employees is extremely costly — anywhere from 50 to 400% of their annual salaries, it is estimated — yet more than 2 million people voluntarily leave their jobs each month. Companies who are not tending to their human resource assets may be taking a major financial hit. Here are five employee retention strategies to help create a culture where employees are satisfied and interested in working for you long term. Read the full article.
by Elizabeth Hines | Jan 11, 2016 | Blog, Content Marketing, Logistics, Marketing, Social Media, Strategy, Supply Chain
Over the past year we have helped many clients both develop and execute social media strategies. We have also disseminated information on how companies can use social media as an effective business tool.
Here are the top 10 social media articles from 2015:
Leads are essential to the growth of your business, and your marketing strategy is built around finding and connecting with leads. So when 92% of all marketers indicate that their social media efforts have generated more exposure for their businesses, you should take note and make social media part of your prospecting strategy. Read the full article.
The supply chain makes the world go round. In order to be one of the leaders in the chain, it’s important to remember that internet users make up nearly half of the world’s population and that social media is on the rise. Don’t miss that boat. Read the full article.
Many transportation and logistics companies think about social media and how to use it, but cite a lack of time as a reason they haven’t explored the various platforms. Thinking about how social media can work for your logistics or transportation company is the first stop towards progress. Read the full article.
Social media is an ideal marketing platform for small businesses because it can be relatively inexpensive but have a high impact on growth. With a targeted strategy in place and a little time, your company can cultivate your brand, engage with customers, and form business relationships. And because small companies can be nimble, you can continually adjust your strategy to ensure the return on investment keeps paying off. Two companies that have seen social media to be effective: Coyote Logistics and Transplace. Read the full article.
The social economy is estimated to be $1.3 trillion U.S. dollars annually. Social media is more than a collection of personal commentary, photos, and inspirational quotes. Increasingly, social media creates an opportunity to gather information, and social media is becoming a useful tool for businesses to connect with other businesses and clients. Although Facebook is notorious for gathering information, social media companies are not the only companies who can gather intelligence. Read the full article.
Offering unparalleled access to leads and face to face communication with prospects and customers, trade shows prove to be a successful marketing strategy for many companies. But is your company making the most of trade shows? Companies that integrate modern digital communication practices into tired trade show routines are likely to increase lead to customer conversion rates while shortening lead and sales cycles. Read the full article.
Companies within the logistics and supply chain industries have been slower to participate in social media than other industries. The primary reason being because of a lack of understanding of what social media is and the role it can play for business. Unfortunately, companies who do not participate in social media miss out on opportunities – and revenue. Read the full article.
Using the information and intelligence gathered is essential. There is; however, another critical element: engagement. Engagement is a differentiator. Without engagement you are a lurker. You don’t want to be a lurker. Read the full article.
Social media has been found to be a strategic tool for logistics companies. Check out our infographic. Read the full article.
Through the use of social media you can enable consumers to make more informed purchase decisions. Additionally, you can use social media to answer questions and better educate consumers on how to use your product thereby reduce no fault found returns. Read the full article.
Social media is an incredible tool; however, for it to be effective it must be driven by strategy, be consistent, and must have someone managing the execution. At Fronetics, our social media strategists distribute content, curate content, engage your target audience, and monitor your social networks. We develop a social media strategy that aligns with your company’s goals. We analyze your competition, classify your target audience & cultural attributes, identify the influencers in your industry, recommend platforms, detail best engagement practices, create social media schedules, and identify specific tactics that deliver results. Through the proper execution of social media, your brand is given a voice and personality, and becomes more accessible to your target audience.
by Elizabeth Hines | Jan 7, 2016 | Blog, Content Marketing, Marketing, Supply Chain
Last year was big for content marketing within the logistics and supply chain industries. While companies in general had been hesitant to adopt an inbound marketing approach, many caught on and found this strategy to have a major impact on business in 2015.
Fronetics has helped many clients achieve their goals through targeted inbound marketing efforts. Our data-driven approach aligns business objectives with a marketing program that delivers results with a targeted ROI.
Here are the top content marketing articles in 2015:
1. Five reasons companies in the supply chain and logistics industries should use inbound marketing
Though many companies within the supply chain and logistics industries tend to disregard inbound marketing, it actually can be a wildly successful strategy. Here are five reasons why companies in these industries should be using inbound marketing. Read the full article.
2. Content and Social Media: A Perfect Match for Customer Engagement and Business Growth
This guest blog by Kecia Gray, former vice president of corporate marketing & communications at Transplace, discusses how social media has become an integral part of Transplace’s marketing and communications strategy. It has been key to expanding brand awareness and the company’s thought leadership in the logistics and transportation space. Read the full article.
3. Content as a marketing tool for the logistics and supply chain industries
Fronetics Strategic Advisors conducted a survey focused on the use of content within the logistics and supply chain industries found that companies are using content as a marketing tool and are realizing results. Read the full report.
4. Report: Content use within the logistics and supply chain industries
The survey on industry content use conducted by Fronetics found that companies within the logistics and supply chain industries are creating more content than ever before. Respondents reported using content marketing in order to strengthen overall brand awareness, generate leads, and establish the company as an industry leader. Read the full report.
5. All content is not created equal. Why you need good content.
Good content drives profitable customer action, while bad content is a waste of time and precious resources. What makes good content, and how can you get it? Read the full article.
6. Get Results from Content Marketing by Telling Great Stories
Guest author Thijs Messelaar, a 15-year content-writing veteran, explains how the best content marketing is like a really good story. You must engage your audience emotionally to get them interested in you and to earn their trust. Read the full article.
7. Content marketing ROI for reverse logistics companies
Inbound marketing is effective in garnering consumers’ attention, but it is important to assess return on investment. Reverse logistics companies can use a fairly simple formula to calculate content marketing ROI. Read the full article.
8. Content marketing for the logistics and supply chain industries
Fronetics developed a content marketing guide specifically for companies within the logistics and supply chain industries. In it is step-by-step instructions, templates, lists, and samples to walk you through building your own content strategy. Read the full article.
9. Using inbound marketing to market and sell luxury real estate
Many luxury real estate firms are already using digital and social media to carry the lifestyle brand they’ve built around their properties into the online world. With the use of inbound marketing, they are creating new virtual “touch points” to connect with affluent buyers. Read the full article.
10. Six digital and content marketing tasks to outsource
Outsourcing several digital and content marketing tasks can help companies enjoy a reduction (or cost savings) in operating costs, improve their focus on core competencies, and let employees concentrate on their highest and best use. This article identifies six areas where companies can leverage outsource partners to support their digital efforts. Read full article.
If you are looking to increase business in 2016, consider contacting Fronetics to develop a content marketing strategy. We work with you to create an individualized plan for your specific situation and needs. We identify challenges, trends, and opportunities and take action so that your content marketing program constantly evolves and delivers results.
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