by Fronetics | Feb 15, 2016 | Blog, Marketing, Social Media, Strategy
When you are posting on social media could be as important as what you’re posting.
Timing is everything, and that statement especially holds true when it comes to posting content to social media. If you are sending out your message and nobody is there to see it, you are that proverbial tree falling in the forest; you did not make a sound. Your post had little to no impact.
So, even if you are putting in the time and effort to craft informative blog posts, tweets with just the right message, or Facebook posts that inspire more than just page likes, you still are not getting the most exposure you can out of social media.
Data that delivers results
According to research by social media scientist Dan Zarrella, when you are posting your content can be almost as important as what you are posting. Luckily, there is an ample amount of analytical data out there regarding optimal times to post on Facebook, Twitter, LinkedIn, Pinterest, and Instagram.
For example, looking at broad-based Twitter engagement, research suggests that users go up by 30 percent on weekends, speculatively because more people are on their computers, smartphones, and tablets during their free time. On weekdays, this peaks at 4 p.m. EST, perhaps as people check into social media as the workday begins to wind down and they are seeking a diversion.
Some studies suggest that Twitter use often peaks slightly earlier, between 1 and 3 p.m. on weekdays, and this might be attributed to people who take an extended lunch break.
LinkedIn studies show that the optimum times to post content are Tuesday through to Thursday during normal work hours. Also noted: Tuesday 10 to 11 a.m. is known to get the most clicks and shares.
When it comes to Facebook, another marketing study suggests that there is quite a wide range of variables, and it is really based upon your audience. But, in general, the best time to post on Facebook is 3 p.m. on Wednesday. Other popular times include 1 to 4 p.m. on Thursdays and Fridays, and lunchtime (12 to 1 p.m.) on weekends.
There are poor times to post on Facebook, too, such as weekends before 8 a.m. and after 8 p.m., according to SurePayroll’s research.
Research supports that B2B content generally performs 16% better during typical business hours, while B2C content performs 17% better on weekends.
Your (personal) optimal posting time
But, the problem with these suggestions is that they are just statistical generalizations of when might be the optimal time for posting content. What you need is analytics that are specific to your particular followers. Your audience maybe a different demographic than those represented in these studies, and when they are reading, sharing, or retweeting may actually surprise you.
You can access personalized data regarding the social media habits of your readers and followers through analytic programs like Google Analytics and sites like Tweriod. There are a wealth of available free tools, which provide valuable insight regarding your audience.
Here are a few to consider:
- Tweriod is a free Twitter tool that helps you know the best time to tweet. The free analysis will analyze up to 1000 of your followers. Tweriod is not part of Twitter but rather is something you may access to better understand your followers’ schedules and interests, like what they have retweeted.
- Followerwonk can help you to individuate your potential Twitter audience by learning not only who follows your competitors, but who commonly retweets their content. You can also look at your own personal audience and discover what content they like, share, and maybe even link to from other posts, as well as when they are most active on social media.
- Facebook Insights tells you the best times and days to post content by accessing your page’s insights in the posts sections. In the graph section for “When Your Fans Are Online,” you can see the days and times when your fans are using Facebook. This data is constantly updated.
- Google Analytics provides insights, analytics, and data regarding your website, and it lets you do more than measure sales and conversions. It also gives insights into how visitors find and use your site, what they are clicking on, and how to keep them coming back.
Many people still play a guessing game when it comes to deciding the best time to post their content for the most impact. But, studies suggest the average life of a tweet is only about 18 minutes. So, if you tweet something during an inactive period for your Twitter audience, you are probably wasting your time.
Posting the right content, at the right time, can make the difference between getting valuable comments, shares, and clicks on your links, and it can provide a myriad of valuable new leads.
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by Fronetics | Feb 12, 2016 | Blog, Strategy, Supply Chain
In 2013, Iceland’s oldest shipping company, Eimskip, moved the company’s North American port of call from Norfolk, Virginia, to Portland, Maine.
“Eimskip’s move to Portland was driven by the state’s commitment to investing in intermodal infrastructure and the cultural similarities between Maine and Iceland,” states Larus Isfeld, managing director at Eimskip USA Inc. and Eimskip Logistics Inc.
Culture is not rhetoric for Eimskip. This key player in worldwide reefer logistics has placed a high value on culture since it was founded in 1914. “When identifying where we operate,” says Isfeld, “we look to smaller communities where there are cultural similarities and where we can make connections and be involved.”
Eimskip makes great effort to integrate itself into all aspects of the communities in which it operates, and strives to foster connections across its operational reach. One of the ways the company has traditionally done this is through art.
For many years, Eimskip operated mixed passenger and cargo vessels and would allow artists to pay their way with their work. Over the years, Eimskip amassed a large collection of art.
When asked about this initiative, Isfeld describes the value the company places on artists and their work: “Artists make life more interesting. They also relay certain messages in a much better way than an ad.”
Interestingly, the move to Maine has reignited Eimskip’s investment in artists.
In September 2015, Maine artist Justin Levesque traveled from Portland to Reykjavik aboard Eimskip’s MV Selfoss. His multimedia project ICELANDX207 documented the nine-day journey and captured both stories and profiles of crew members.
Currently aboard the Selfoss are Jonathan Laurence and his business partner, Anneli Skaar. Laurence, a multi-artist and Maine native, is the creative director for the Center for Maine Contemporary Art (CMCA) in Rockland, Maine. Skaar is a Norwegian-American artist, graphic designer, and writer. Laurence and Skaar are also co-founders of TIMBER + ICE, which serves as a creative liaison for organizations that wish to create cultural content to enhance their involvement in the emerging, and quickly evolving, relationship between Maine and the North Atlantic countries.
In keeping with tradition, both Laurence and Skaar will create a piece of art during their passage and donate it to the Eimskip collection. Going forward, TIMBER + ICE will continue to work with Eimskip as cultural liaisons. (You can follow their passage on the Selfoss via TIMBER + ICE’s Instagram and Facebook page.)
Further, TIMBER + ICE plans to create an art installation in Portland to coincide with the U.S. State Department’s Arctic Assembly being held October 4-6, 2016. About 250 delegates are expected to attend the meeting, including scientists, business leaders, and senior government officials from eight Arctic nations. U.S. Secretary of State John Kerry and the heads of state of Arctic nations may also attend.
The installation will utilize shipping containers as exhibition space, and will connect Icelandic and Maine artists in order to highlight, spotlight, and educate — through creative means — the opportunities and challenges related to Arctic issues.
In just three years, Eimskip’s relocation to Portland has fostered a meaningful connection between the two communities — and enriched both with its investment in local artists and their art. It’s exactly what Iceland’s oldest shipping company is all about.
“We believe that businesses can connect; people need to connect,” says Isfeld. “This building of trust and understanding of values is what enables successful relationships.”
by Fronetics | Feb 11, 2016 | Blog, Strategy, Supply Chain
Supply chain management is more than just a series of transactions; it is a valuable, strategic business process.
Change is inevitable, and, in healthcare supply chain, it is crucial. The most progressive healthcare organizations across the country now acknowledge that supply chain management is more than just a series of transactions; it is a valuable, strategic business process.
These organizations have researched this expanding avenue to improve their services and cut costs, leading to new supply chain strategies for the coming year. But many in this industry hesitate to accept the evolving role of healthcare’s supply chain and the value it holds. They fail to utilize the data or act upon it, and this carries a cost for both the organization and their patients.
And costs are a rising concern. It is estimated that healthcare costs nationwide will reach $4.8 trillion by 2021, according to the Centers for Medicare & Medicaid Services. Supply chain inefficiencies could be a contributing factor, but optimizing logistics provides a remedy.
The Force of Data Awakens
It is a pretty simple concept: The more you know, the better your decisions. As the healthcare industry continues to evolve, data has been crucial in helping organizations pinpoint ways to cut costs, improve patient care, and end wasteful methodology. And according to a Supply Chain Digital report, the vast majority of healthcare organizations have yet to tap into the full potential of the complex data available to them.
The power to improve efficiencies in a healthcare organization can be found through:
- Recognizing the supply chain is a powerful force of change: Supply chain management and analytics are no longer after-thoughts. Once their value across an organization is realized, those focused on strategy and cost-effective measures will consider tomorrow’s supply chain of great importance.
- Seeking more data with greater detail and complexity: As organizations gather more data — and that data becomes more granular, down to patients and their outcomes — in-depth analysis will achieve an unprecedented understanding of where real value is hidden throughout all departments.
- Allowing the supply chain to guide consistency in care: Everyone benefits from standardization and consistent care, especially the patients. Tapping into the valuable data from the supply chain and using it to determine the best pricing and treatment strategies for the best outcomes for patients is a key component. All of this will encourage inefficient and wasteful processes be eliminated, saving time and money.
- Implementation of product scanning, electronic ordering, order accuracy controls: Healthcare providers, distributors, and manufacturers have been challenged by an unacceptable amount of errors in the procurement of medical devices and treatment supplies, according to Inbound Logistics. Old systems requiring a manual ordering process can result in ordering errors, product shortages, or the delivery of products that are incorrect or even expired. Improving efficiency in the healthcare supply chain facilitates the elimination of costly errors and supports higher standards of patient care.
- Aligning physicians with the value of supply chain data: A partnership must be formed between the supply chain and physicians to target more efficient processes for their patients and to seek supply chain guidance regarding product price points, alternatives, and outcomes.
- Utilizing analytics to improve service and reliability: Healthcare supply chain data will be leveraged for predictive analytics. Essentially, supply chain professionals will use data to better predict and respond to products needed with greater speed and less instances of delays in service. Knowing these inventory challenges ahead of time also enables providers to seek alternatives if a product is discontinued or backordered.
There is an awakening in the healthcare industry as more organizations realize that their strategic business plans can be guided and improved by a myriad of complex supply chain data available. Across the healthcare continuum, there is a demand to look at business from a new perspective, seeking innovative methods to reduce costs and improve patient care.
This is achievable when healthcare organizations and their supply chain providers form an alliance, based on mutual goals and incentives, to leverage more analytical data to improve both patient care and operational efficiencies.
by Fronetics | Feb 10, 2016 | Blog, Content Marketing, Marketing, Strategy
A good call to action will help potential leads feel compelled to choose your offer over your competitors’ offers.
If you feel your marketing campaign falls short in generating quality leads, you are not alone. Typically one in 10 marketing professionals questions the effectiveness of their lead generation methods. While you may have some of the components of a strong campaign in place, it is possible that you are leaving out a very important ingredient for success: a call to action (CTA).
CTAs are vital in any tactical marketing campaign. This is where you actually ask for your potential customer or client to take some form of action that moves them one step closer to your objective: connecting them to your company.
Say that you offer potential customers a high-value offer — like an ebook, whitepaper, free consultation, or discount — as a lead nurturing tactic. If you do not include an actual call to action, the customers have no direction for obtaining the offer, and you are probably missing out on a myriad of quality leads.
What makes a good call to action?
Not all CTAs are created equal. You are competing with every other brand in a fight for the attention (and choice) of consumers, so it’s critical that prospects feel compelled to choose your offer over your competitors’.
- Calls to action are the secret sauce to driving people to your offers. If your CTAs aren’t effective at capturing people’s attention and persuading them to the click, then no matter how impressive your offer is, it is rendered useless.
- Typically, a good call to action can be used on product pages (non-landing pages), in display ads, email, social media, direct mail, and pretty much anywhere you can market your offer.
There are several tricks of the trade to creating a highly productive CTA:
Location, location, location
Just like with important news, the placement of your call to action should be “above the fold,” or, high enough on the page so the reader will not have to scroll to see it. It is also good to have a second CTA located further down within the offer.
Clarity is key
Do not try to be so clever with your words that your offer gets lost in translation. State the offer very clearly and be specific. Don’t just say “download now,” but rather, “Download you free e-book.”
Make the CTA stand out
Choose contrasting colors for your call to action so that it draws the attention of the eye and does not blend in on the page.
Link to a landing page
Send potential customers to a targeted landing page that is relevant to what they are looking for. Your call to action should send them to a page that will convert them into a lead. Landing pages are one of the most important elements of lead generation. In fact, according to MarketingSherpa’s research, landing pages are effective for 94% of B2B and B2C companies.
There are many innovative methods to increasing the number of quality leads a marketing plan generates. The trick is in knowing how. For more proven tips, download The 30 Greatest Tips & Tricks That Will Change The Way You Nurture Leads to learn the best ways to improve the productivity of your marketing strategies.
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by Fronetics | Feb 9, 2016 | Blog, Content Marketing, Leadership, Marketing, Strategy
Identifying content spokespeople outside of executive management can improve the product and alleviate C-suite stress.
Often people think they’re the only ones who can do their job or, at the very least, that they’re the ones who have been doing it and know it best. And some C-suite executives forget the people working around them — when, in fact, those are the very employees who could help them do their jobs better.
Joe Fuld, president of political and advocacy advertising agency The Campaign Workshop in Washington, D.C., has wise words on the subject: “As a business owner, I like to think that the business has a lot to do with me, but I have realized it has just as much to do with the people who work with me.”
Months ago I asked an account manager to be on a call with me to discuss an editorial calendar with a client. She was new to the account, so I thought it would be beneficial for her to listen in. A half-hour into the call, I saw her notepad with at least 20 new ideas for articles, white papers, and blog posts. By the end of the meeting, the list had grown to 40, and they weren’t just simple ideas — they were complex, thoughtful, and fresh. This wasn’t her role, but she dove in and helped to create the strongest editorial calendar to date. The client was pleased; I was thrilled.
The same experience can be true for a management team Strategically identified content spokespeople assisting senior management could help alleviate some of the stress C-suite executives face — and add new ideas to the pot.
Senior management are often extremely busy and may not be hearing the breadth of information and news that some of the lower-level professionals are exposed to. It’s true that too many cooks in the kitchen can spoil the meal, but, if chosen strategically, employees acting as content spokespeople could make your life easier and make the product better. Their investment and loyalty could also grow immensely.
John Hall, CEO of Influence & Co, writes about the subject in the Harvard Business Review. Here are his two suggestions on how to find the right people to fill the role of content spokespeople.
Identify content spokespeople
Identify employees who are comfortable teaching and demonstrate natural leadership qualities. The account manager mentioned earlier is the perfect example: engaging, patient, knowledgeable, curious, professional, trustworthy, and tactful. Her efforts always appear to be helpful, instead of boastful or misplaced.
Assess knowledge base
Hall suggests gathering and documenting information from content spokespeople. He does this by a Q&A process and brain dump exercises. He suggests keeping this information in a central location — a knowledge bank — for future use. From the knowledge bank content can be gathered and synthesized into an article or blog.
Hall says that the risk is minimal, since the C-suite can always have final editing power, so even if a content spokesperson says something off-color, the information won’t get out to the customers.
The involvement and collaboration in this process is incredibly valuable for everyone involved. Hall claims, “By embracing the unique experiences of your employees outside the C-suite and showcasing their diversity through thought leadership content, you’re strengthening your brand’s authentic, human connection to your audience.”
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by Fronetics | Feb 8, 2016 | Blog, Content Marketing, Marketing, Strategy
Enticing potential customers with exclusive, high-value offers is an important component of lead nurturing and lead generation.
Your strategic marketing objectives boil down to one basic mission: to generate a high volume of quality leads. This will drive tomorrow’s revenue and an increase in sales and profits. Yet, only one in 10 marketing professionals feel they have an effective lead-generation strategy in place.
Since a productive lead-generation campaign consists of many interconnecting layers, it can be hard to pinpoint what is limiting your success. But, if you are seeking more leads for your business (and who isn’t?), consider these proven tactics for achieving successful lead generation.
First, for tactical reasons, your overall campaign must contain these components:
- Something To Offer. An offer is content that is perceived to be high in value. Offers include ebooks, whitepapers, free consultations, product demonstrations, or discounts.
- A Call to Action. This is either a small paragraph of text, an image, or a button that links the potential customer to a landing page to download what you have to offer.
- An Awesome Landing Page. This is a specific page designed to allow the potential client to download your offer.
- Forms to Gather the Lead Info. Essentially, they get the download; you get their contact information.
These four valuable components set the stage for capturing exponentially more lead information than ever before to grow your business.
Creating the Most Inspiring Offers
Just because you have identified leads does not mean they will convert to customers. Lead nurturing helps build a relationship with your potential customers, gain their trust, and raise their awareness about your business and products. The four steps above are critical to the lead nurturing process. But, unless you offer something that your potential customers want, you will not get past the first one.
So, what entices people to click “yes” to an offer?
The majority of us want anything that is considered exclusive, scarce, or in high demand. Suddenly, something becomes more desirable if it appears like we are getting the scoop on a special deal or valuable information.
The higher the perceived value of your offer, the more irresistible it becomes. So, whether your offer is whitepapers, downloads, free trials, memberships, or sales promotions, these irresistible elements can overcome a lead’s typical friction, doubt, or concern.
The elements to creating a feeling of exclusivity and special value in your offer include:
- Limited-time offers. This creates scarcity to your offer.
- Limited quantities. What you are offering is unique and has exclusive value, and procrastination may mean missing out.
- “X number of people have seized this offer.” Human nature is to follow what others do. State how many people have downloaded your offer or benefited from your information to encourage others to do the same.
- Content that matches current news trends. Content tailored to whatever is trending in the news (or to whatever is in high demand at the moment) is more relevant and relatable to potential customers, who are likely engaged with those trends in other ways as well.
- A title that hooks interest. People actually do judge a book by its cover and will not want to see more if you bore them.
- Several Call to Actions, offered at different stages. Pursue buyers at different levels of readiness with different CTAs. People often do their own research before even engaging with a sales rep, and every prospect is at a different stage of exploration. Develop different offers at different stages in the buying cycle, and include a primary and secondary CTA to these offers on various pages throughout your site.
- Avoid professional jargon. Terms and phrases that have been over-used and abused are meaningless and won’t hook potential buyers. They include: groundbreaking, cutting-edge, scalable, flexible, and robust, just to name a few.
To further ensure enticing more leads, your offer should provide something that is considered of high-value. Not all offers are created equal. Some “formats” perform better than others at converting leads. Here are a few of the top-ranked offers, in order of performance, when it comes to generating leads:
- E-books or guides
- Templates or presentations
- Research and reports (e.g., State of Inbound Marketing)
- Whitepapers
- Kits (multiple offers packaged together)
- Live webinars
- On-demand videos
- Blogs (including offers in the nav or sidebar)
- Blog posts (if there is a CTA in the post)
There are many more ways you can capture successful leads and fine-tune your marketing plans in a way that turns leads into customers. For more proven tips, download The 30 Greatest Tips & Tricks That Will Change The Way You Nurture Leads, which offers dozens of other techniques marketers should follow to increase leads and revenue.
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