by Fronetics | Apr 12, 2017 | Blog, Content Marketing, Marketing, Social Media
Interesting, original content is central to brand building for the supply chain and beyond.
What do Donald Trump, Kim Kardashian West, and Dan Rather have in common? Like ‘em or hate ‘em, they’ve each amassed an enormous organic following on social media. It doesn’t matter when or where they post it; these celebrities have proven that people will go out of their way to receive their content.
I came across an article the other day about the rising importance of the content creator that got me thinking about this. Joe Hyrkin, CEO of media company Issu, believes the age-old marketing debate about content vs. distribution is now a moot one. “Media consumers will change their behavior and go where a creator has produced interesting content,” he writes.
So many companies — supply chain, B2B, B2C, and beyond — spend an enormous amount of time and money trying to figure out the best places to distribute content and the best times to post. Don’t get me wrong: Those are incredibly important pieces of the puzzle. But I don’t think we can overemphasize the importance of the quality of your content and building a brand that reflects thought leadership.
In short, if you produce the kind of content that your target audience finds compelling, entertaining, and/or interesting, then you’re going to be successful.
“Interesting” is a matter of taste
You may roll your eyes at the idea that any of the above mentioned personalities qualify as “interesting content creators.” But that doesn’t matter — because a whole heck of a lot of people think they do.
The key for the content creator is, of course, inventing and creating for your specific audience.
Probably for your B2B business that doesn’t involve a scantily clad selfie or inflammatory tweet. But if you can be on the cutting edge of what does matter to your target audience, you’ll begin to build a brand that followers feel compelled to watch.
Speak your truth
We live in an interesting time for words like “true” and “fake.” But what I know to be important in content creation is authenticity.
Dan Rather offers an interesting case study. The 84-year-old veteran broadcaster’s rapid rise to social media stardom began with his candid election commentary on Facebook last November. Fans and critics alike have continued to engage with him via this platform. The resulting discussion can only be attributed to Rather’s authenticity — he shares what he truly thinks and feels, and encourages his followers to do the same.
Companies that use content and social platforms as an outlet for their missions, interests, and passions find greater success than those that are trying to be something they’re not in these spaces. For examples of companies who are doing it well, think of Coyote Logistics, Whole Foods, GoPro, Nike, Oracle, and Lowe’s.
Takeaway
The takeaway for the supply chain and other B2B companies is this: If you can build a brand with a reputation for creating really interesting original content, things like distribution, posting time, and posting frequency become less important.
People will know you as a source for cutting-edge ideas and thought leadership. People will be looking for your content. People will follow you because they care about what you have to say.
Don’t underestimate the power of quality original content.
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by Fronetics | Apr 11, 2017 | Blog, Content Marketing, Marketing, Social Media, Supply Chain
Create videos that provide answers and convey your mission, and viewers will come.
I know what you’re thinking: Videos are a great marketing tactic for certain niches, but not the supply chain. Who would want to watch my videos? What would I even make a video about?
Here’s the thing. Video is the most popular form of content being consumed online. As such, YouTube has become the second largest search engine in the world, with more than one billion users conducting over 3 billion searches per month. And YouTube isn’t just for funny cats and cover artists anymore. Businesses are using the video-sharing website and social media platform to engage customers and prospects.
Why? YouTube reaches more adults ages 18-34 in the U.S. than any cable network. Users browse the platform for entertainment purposes, but also for tips, information, and ideas. And anywhere people are seeking solutions, businesses should be providing answers.
Provide answers with video
Your first tendency when creating video content might be to promote your products. But if people wanted to watch commercials, they’d turn on the TV.
Instead, ask yourself: What are your customers’ pain points? What expertise and information do you have that is valuable to them? What industry topics interest you most, or what do you like best about working in your field?
YouTube has proven that ordinary people demonstrating and discussing their interests is of great value to a wide range of people. Consider formerly starving artist Leonardo Pereznieto, for example.
After struggling to make ends meet by selling his art, Perznieto began his YouTube channel Fine Art-Tips. Initially the goal was to make his drawings and sketches accessible to a wider audience. It was pretty unsuccessful.
Then Pereznieto began uploading sketching demonstrations to his channel, describing exactly what he was doing or how to get a certain effect. Fine Art-Tips grew like wildfire. To date, he has over 780,000 subscribers and more than two million views monthly. His step-by-step tutorial on how to draw a water drop has nearly 9 million views alone.
Aside from plenty of ad revenue to cover his living expenses, Pereznieto’s YouTube celebrity has advanced his reputation — and success — as an artist. His story is a testament to the power of informational video content in brand building.
Convey your mission
Video is a highly visual way to engage your audience. The combination of images, music, and narration can provoke emotion unlike any other media form. This makes it an ideal way to convey what you stand for — be it a safer workplace, higher quality components, or green living.
Chipotle’s 2013 integrity campaign offers a great example. The fast food chain partnered with Moonbot Studios to produce a video, The Scarecrow, which brought consumer awareness to issues within the food industry. Now with over 17.8 million views, the video has helped demonstrate Chipotle’s commitment to anti-factory farming and wholesome, sustainable food.
Videos are an excellent way to engage and enlighten customers and prospects without being overly promotional. Over one billion people are seeking answers and joining causes on YouTube — will your business create the content they’re looking for?
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by Fronetics | Apr 5, 2017 | Blog, Content Marketing, Marketing, Social Media, Strategy
Try these out-of-the-box ideas for content and other tactics that can help you generate leads.
Generating new leads and growing your business is imperative to a business’s viability. Referrals from current customers are a strong option for growth, but often they aren’t enough to keep a business thriving.
Generating leads is tough work. Creating cold emails can be daunting, and following up with cold calls can be even worse. Most of the time, these calls fall on deaf ears. People don’t want to be pulled away from their day to hear your sales pitch.
Content marketing is the process of creating content that prospects and customers want to consume to educate them about your business, your expertise in the field, and your products and services. Content is an excellent lead-generation tool. But it’s often difficult to create content that does all these things without being an overt sales pitch — which people definitely don’t want to read. And no read, no lead.
So we’ve created a list of 10 ideas for reaching your prospective audience and generating leads with content and more. They’ll appreciate the information, and you’ll help spread the word about your business. Enjoy!
10 ideas for generating leads
1) Interview an expert about success in the field.
Reach out to leaders in your industry to share their thoughts and tips for success. You’ll prove to potential customers that you are committed to discovering the latest and greatest in your field. Don’t be afraid to ask detailed questions and share real answers. The specific answers will enlighten potential customers and provide actionable items for them to walk away with.
2) Create a video.
Videos are a great way to take advantage of social media platforms like YouTube and Facebook. Create fun, entertaining videos that educate potential customers about issues or pain points your business helps solve. Remember to keep your videos short and to the point.
3) Make a quiz.
When visitors come to your website or social media pages, offer them a creative quiz to capture their contact information. Once they have completed the quiz, you get a lead, and they get the correct answers. You’ll learn about more about them as a potential customer, and they can learn more about your products and services.
Eastern International College created a unique quiz to help students choose a major. The quiz helped students learn about their interests and gave Eastern International College useful insight into counseling them on their class selection.
4) Offer content upgrades.
Content upgrades can be a very valuable lead-generation tool. For example, say you’ve written a blog post about the best time to post on social media. Add an offer for a downloadable guide to create a social media strategy at the end of your post. To get the download, customers must submit their contact information via a form. You get the contact info; the customer gets the content upgrade — it’s a win-win!
5) Show your tried-and-true tactics.
What is really working for your business? Write an honest post that allows potential customers the opportunity to see what has really worked for you, and what hasn’t. Your honesty will help cultivate trust with potential customers and benefit other companies looking to grow their lead base.
6) Host a giveaway.
According to Kissmetric Blog, giveaways can be one of the most successful ways to generate leads. The key is to find out what your customers actually want. You can leverage a giveaway to direct online traffic to a landing page, where you can capture new leads. It is important to find a giveaway that is directed at a specific audience. If your giveaway is too broad, you will be left with large list of dead-end leads.
7) Guest blog on a relevant website.
You’ve reached out to experts to put their tips and success stories on your blog — now you need to do the same. Research the sites that your key audience is visiting and offer to guest blog on their site. Create relevant and valuable content that can generate exposure for your company. You will not only come across as a leader in your industry, but you’ll reach a vast new audience.
8) Offer insight into prospects’ top questions.
Consider questions that you hear from prospects and create in-depth tutorials to answer them. Potential customers will find the step-by-step articles useful, giving you the opportunity for a lead. Oftentimes the companies that step up to answer tough questions or provide instructions in easy-to-follow formats are the ones that get the business.
9) Get involved in the community.
There has never been a greater call to get involved in community outreach. Companies that are committed to creating change and engagement in their communities create trust in their customers. Volunteer at local events, guest speak at schools, or help local student organizations. You can demonstrate your expertise while creating real ties to the community. This will help you stand out not only as a leader in your industry, but as a caring and involved brand.
10) Offer a free trial.
According to HubSpot, “free trials of a brand’s services help get a prospect’s foot halfway through the door.” Offering free trials of your services is a great way to demonstrate how your company can add value to your customers. Once they experience the benefits of your services or products, they’ll be more likely to purchase them in the future. The free trial can lead to sales in a low-pressure situation for the customer.
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by Fronetics | Apr 4, 2017 | Blog, Current Events, Marketing, Social Media, Strategy
United Airlines failed to apply emotional intelligence to its social media management and will continue to suffer the consequences.
The recent #LeggingsGate controversy — in which a United Airlines gate agent refused to allow two young girls flying on friends-and-family tickets to board a flight because they were wearing leggings, which violated company dress code — really got our office talking. For one, many of us have young children, whose wardrobes consist mostly of leggings. But also, the incident is a great example for all businesses on the importance of emotional intelligence in social media management.
Emotional intelligence is the capacity to recognize emotion in others (and oneself), to discern between different feelings, and to label them appropriately. In other words, emotional intelligence is the ability to adapt behavior and communication according to feelings — either yours or those of other people.
Going online with emotional intelligence
It is easy to see the correlation between emotional intelligence and the workplace, where teamwork and communication are key to success. But also, companies need to understand the importance of emotional intelligence in social media.
In today’s day and age, prospects and customers are constantly sharing their thoughts and opinions online. This can be a huge benefit when tweets and posts are in your company’s favor. But what happens when the tables turn?
How you handle negative online comments says a lot about your brand. And, just as you would with an in-person customer complaint, bringing a little emotional intelligence to communication over social media is imperative.
Unfortunately, this is where United Airlines fell flat.
Where United Airlines went wrong
Sure, it was probably a bad decision on the gate agent’s part to block the girls from boarding. A passenger waiting at the gate began tweeting about the situation and how poorly it was handled — which prompted Twitter users to send hundreds of tweets to United Airlines complaining.
But the company’s cold response to the outrage is what really stoked the fire. Instead of apologizing, or even pretending to listen to what people were saying, United’s corporate social media account took on an air so… corporate. It coldly tweeted quotes from the company handbook. It flatly defended the gate agent and insisted the company had done nothing wrong. Technically true, emotionally unintelligent.
United Airline’s lack of compassion caused the incident to snowball and go viral. Well-known advocates, influencers, and celebrities joined in the chorus of voices speaking out against the airline. And while United gained absolutely nothing by its actions, it lost the support of thousands (if not hundreds of thousands) of potential customers, who will choose to fly with another carrier in the future.
What UA could have done differently
It is always important to show your customers that you understand their concerns and that you want to improve their experiences. United Airlines could have acknowledged the severity of the situation, told customers that it would review outdated policies, and made changes accordingly. Instead, United came across as a company that doesn’t prioritize their customers — or employees, really.
Understanding that the general public is scrutinizing every word posted to social media should help cultivate your company’s response to complaints. Responses should be timely and empathetic. People want to know that you are listening and they are being heard. And they want to know that they are spending their hard-earned dollars with companies that care about them.
Bring emotional intelligence to your social media management. Take the time to address any issues with compassion and understanding. Learn from United Airlines’ mistake, and don’t lose customers over the desire to be right when you could be empathetic instead.
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by Fronetics | Mar 30, 2017 | Blog, Content Marketing, Marketing, Social Media, Strategy
Follow these four steps after the trade show to ensure you’re getting the most out of your lead generation efforts.
This is the third installment in our three-part series about generating leads around a trade show.
After some busy days, the trade show has finally wrapped up. It is easy to get caught up with unanswered emails and other tasks you have neglected by being away from your desk, but this is the time to follow up with the prospects you met at the trade show.
Strike while the iron is hot
The faster you follow up with your leads, the better. Trade shows are busy, and you want to capitalize on the one-on-one time you had getting to know new prospects. The quicker you get back in contact, the greater the chance they will remember you and will be more likely to respond favorably to your follow-up.
Here are four additional tips to help you navigate post-trade show contact with leads.
Winning at follow-up
1. Connect and engage on social media
To convert leads to customers you need to be proactive. Entering leads into a database, or placing the stack of business cards you were handed in the top drawer of your desk, is not proactive. You need to really engage with prospects, and one way of doing so is to connect on social media. Follow prospects on Twitter, Facebook and LinkedIn. Create dialogue with them and ask them to follow you on social media as well.
2. Create more content
Trade shows provide great fodder for content. Think about the questions you were asked during the trade show and the challenges that prospects identified. Use this information to create a list of topics that can be addressed in your blog, white papers, eBooks and social media posts.
Similarly, create a list of industry trends that you identified during the trade show. Create fresh, innovative content around these trends, and link your company and products into the content. How does your company fit into these trends? Make sure to highlight any new products that were introduced at the trade show and how they incorporate into these trends.
3. Create a lead nurturing campaign
Companies that nurture leads have a 47% higher profit margin than companies who don’t. Create a lead nurturing campaign that is targeted at your trade show prospects. These campaigns should be relevant, informative, and should provide value to prospects. They should also capture the trade show buzz and move prospects down your sales funnel. Use the content you’ve created from tip #2 to incorporate blog posts and webinars into lead nurturing campaigns.
4. Get on the phone
Don’t be afraid to follow up with prospects on the phone. So many companies rely on email and social media that your personal phone call will go a long way. Keep the call conversational and make sure to address any issues that your prospect identified at the trade show. This will show you were really listening and make a personal connection with the lead. Highlight the new products you introduced at the show, and make the connection between your prospect and your products and services. Tell them how your products and services will work for them.
Attending a trade show is significant investment of time and money. If you want to maximize your trade show ROI and convert leads to prospects and prospects to sales, you need to be proactive and timely. Carve out time as soon as you are back from the show to reach out to those that you met. By engaging your leads, you’ll be getting the most out of your trade show attendance, growing your business and increasing your sales.
Other posts in this series:
by Fronetics | Mar 29, 2017 | Blog, Content Marketing, Marketing, Social Media, Strategy
Follow these four steps during the trade show to ensure you’re getting the most out of your lead generation efforts.
This is the second installment in our three-part series about generating leads around a trade show.
As you enter the convention center, you feel confident in your preparation for the trade show. You have been setting goals, researching your audience, advertising, and creating fresh content to distribute at the show.
But now you are focused on how to stand out amongst the other attendees. How do you promote your brand while you are surrounded by your competitors?
It should go without saying, but having personable, knowledgeable staff that are excited about the show and eager to educate customers is the foundation for trade show success. If potential customers enter your booth, and they are not immediately greeted with a friendly smile and a helping hand, you are missing opportunities for leads.
Once you have established which staff best suits your trade show needs, you can focus on standing out on the floor. Here are four tips to ensure lead generation success while attending the trade show.
Engagement and lead generation at the trade show
1. First impressions last
According to the Harvard Study of Communications, 55% of first impressions are based on visual cues. The way you look, the way you dress, and the appearance of your booth are saying a lot about your brand and products before you even open your mouth.
The visual displays at your booth should sell your brand as much as your staff. Invest the time and money into shirts with your company logo for staff to wear. Have tablecloths that represent your company’s image. And develop presentation boards that highlight new products and services. First impressions are so important because they last. You want to make sure that every person that walks by your booth gets the right impression about your brand.
2. Extend your reach with a giveaway
Cost-effective promotional items not only provide brand exposure, but also can attract quality leads to your booth. Get creative with your giveaways and use them as an opportunity to spread your logo throughout the trade show.
Giveaway items should be unique and useful. For example, promotional products guru Cathy Houston suggests a money clip for your smart phone. “This slim silicone pocket attaches to the outside of any mobile device and is perfect for storing driver’s licenses, credit cards, hotel keycards, business cards, and cash. … It can be useful to attendees right away.” With people constantly checking their phones, this giveaway will be a visual reminder of your booth across the trade show floor.
3. Create an experience
It’s not enough to simply promote your products and services at a trade show. You need to get attendees involved by creating an interactive booth.
The more hands-on, the better. Live demonstrations of new products allow potential customers the opportunity to try out what you are selling. Creating games or contests also gets attendees involved by having them answer questions or engage with your staff. While interacting with attendees, make sure you are capturing their contact information and leading them to your landing page (that you created before attending the show).
4. Make your attendance known on social media
You already have used social media to let prospects know you are attending the trade show. So keep up the posting and tweeting while you are at the show.
Use time-sensitive giveaways to boost booth attendance and promote special sessions and upcoming presentations live from the trade show floor. Videos and pictures of your live demonstrations and contests are sure to create a buzz amongst attendees. Use these posts to continue to push your landing page and let potential customers know what you are up to throughout the trade show.
Creating a presence at a trade show gives you a powerful platform for meeting new customers, reconnecting with existing clientele, and building a more established brand. Exhibiting at a trade show gives you unparalleled access to important prospects, who are taking the time to learn about your products and services. These four tips can help you get the most engagement from your attendance, while collecting leads that will ultimately grow your business and sales.
Other posts in this series:
