by Elizabeth Hines | May 3, 2017 | Blog, Content Marketing, Logistics, Marketing, Social Media, Supply Chain
There’s never been a better time for supply chain and logistics businesses to implement a content marketing strategy — except for maybe yesterday.
Content marketing is a form of inbound marketing in which vendors publish digital content to attract customers who are searching for products and services like theirs. If done right, it is highly effective in growing brand awareness, generating and converting leads, and driving sales and repeat business.
Think content marketing isn’t for supply chain and logistics businesses? Guess again. Here are five reasons why companies in these industries should use content marketing.
5 reasons to use content marketing
1. Buyers use content to make purchasing decisions.
The B2B buying landscape has shifted dramatically in the last 10 years. Buyers no longer rely on sales reps to make purchasing decisions; they turn to the internet. Companies must shift to accommodate buyers at various levels of self-sufficiency in the purchasing process.
The reality is that 94% of B2B buyers use online research. That means they’re judging whether or not to buy from your business based on the kind of digital content you publish (or do not publish, as the case may be). Consider these stats:
- 95% of B2B buyers are willing to consider vendor-related content as trustworthy.
- 51% more B2B buyers rely on content to make purchasing decisions than they did last year.
- 47% of B2B buyers consume 3 to 5 pieces of content before engaging with a sales person.
2. Control the conversation in your favor.
Customers go online to discuss their buying experiences — both positive and negative. If a potential buyer googles your business’ name, what will they find?
Content marketing puts you in the driver’s seat of reputation control. If you publish thought-provoking blog posts about industry trends, you can earn a reputation as a thought leader in the space. If you curate the latest articles about relevant happenings, people will begin to view your social media accounts as a resource for industry news. Be professional, quirky, clever, ahead of your time, youthful, wise, funny, off-color — whatever your brand is, you can set that reputation by what you publish online.
3. Present yourself as a solution.
When prospects go online they are looking for information and for answers. Position yourself as an expert who fully understands their problems and how to solve them by publishing content that anticipates their pain points. Quickly and fully respond to customer queries on social media. Use content marketing as an opportunity to be the solution prospects are looking for, right when they need it most.
4. Content marketing is more effective than traditional marketing.
Companies in the supply chain and logistics space have a lot to gain by modernizing their marketing tactics. We see this every day with our clients. With the evolving B2B buying landscape, ads in industry publications no longer cut it as a “marketing strategy.”
Take two examples under consideration. How about TotalTrax, a warehousing technology company that grew new business by 30% with content marketing? Or 3PL Cerasis, who gained 98 customers from its content marketing efforts? Content marketing works, and that’s been proven time and again with logistics and supply chain businesses.
5. Your competitors are doing it.
Content marketing is already a widespread practice within the supply chain and logistics industries. If you’re not producing content to attract prospects and retain customers, you’re missing out.
This year, 75% of marketers are increasing their investments in content marketing. Why? Because it works. Successful content marketers experience drastically more site growth than their competitors. In fact, content marketing leaders experience 7.8 times more site traffic than their competitors.
In sum, content = customers. If you’re not using content marketing as part of your marketing program, you’re going to get left behind, if you’re not already.
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by Elizabeth Hines | May 2, 2017 | Blog, Content Marketing, Marketing, Social Media
YouTube creators focus on audience engagement, as opposed to branding, which helps them organically grow an authentic loyal following.
I recently watched a video from Truly Social President and Founder Tara Hunt about the genius of YouTube creators. She offers truly valuable insight into why people with little technology and resources have been more successful in growing a loyal audience with video than corporate campaigns with all the money and creativity in the world.
Perhaps it’s worth saying first: Yes, video can work for the supply chain. And YouTube, in particular, can be very worthwhile as part of your larger social marketing strategy. The decade-old video platform has over 1.3 billion users. 1.3 BILLION! And that’s not all: Users watch over 5 billion videos on YouTube every single day, and upload 300 hours of video every minute.
This presents a huge opportunity for your company to reach prospects in a new way. It also means that your videos really need to stand out to make an impact and avoid getting lost in the shuffle. After all, approximately 20% of people who start a video will leave after the first 10 seconds.
So how are creators attracting viewers while corporate brands aren’t?
5 ways creators are out-YouTubing brands
1. Consistency
Creators know the success behind their YouTube channels is a constant stream of content. This be can new content or simply responding to their followers, but they are active every day, around the clock. Brands tend to spend a lot of time and energy on content but are inconsistent in their posting, often abandoning their YouTube channels for days or weeks at a time. Their followers become bored with their lack of attention and move on.
2. Community
The foundation of YouTube — and most social media platforms, actually — is community and the resulting two-way dialogue between creators and their followers. The intent of a creator’s video is to engage their audience and build a relationship that is beneficial to both parties. On the other hand, brands tend to be overly focused on the attention their content stirs up, the “buzz” they are able to draw, neglecting the important process of creating and nurturing a relationship with their followers.
3. Interaction
Companies often focus on pushing their “messaging” on one (or just a few) social media platform(s). They spend an enormous amount of time and money perfecting content that reflects this messaging, hoping their followers will engage with it.
Contrarily, YouTube creators focus on interaction. They interact on multiple platforms, reaching out to their audience and taking full advantage of every opportunity to connect with their followers. What’s more, successful YouTubers don’t merely expect engagement — they ask for it. They promote hashtags, solicit video responses from viewers, and encourage feedback via social media interactions. Calls-to-action can stimulate subscriptions, shares and cross-pollination with other platforms.
4. Connection
Gone are the days of expensive and lengthy productions. Creators have captivated their audiences by creating organic, raw material that focuses on the emotional connect. The polished and professional content that brands create are void of vulnerability and lack the connection today’s followers are seeking.
5. Collaboration
Creators root for one another; they follow one another; they promote one another. YouTube creators seek the opportunity to expand their audience by collaborating with other creators who focus on the same topics and interests. Through the power of collaboration, creators expand the exposure of their content to different audiences, gaining subscribers and views.
Brands see other brands as competition. In a time when audiences prefer engagement and social awareness, this competitive attitude hurts brands’ likability and ultimately diminishes their viewership.
If companies were to focus more on audience engagement in these ways, they would have a better chance at mimicking the wild success of YouTube creators who have amassed a loyal following.
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by Elizabeth Hines | Apr 20, 2017 | Blog, Manufacturing & Distribution, Strategy, Supply Chain
Industrial product buyers are changing how, why, and where they buy. Are you prepared to accommodate their preferences?
Distribution has always been an industry built on relationships. The loyal customer favored companies where they developed strong working relationships with a sales representative.
But recently distributors have felt a shift in the tide. Buyers have grown impatient with one-on-one sales relationships and quickly embraced the convenience of buying directly from manufacturers, for one. Distributors are left scrambling to keep up with such trends.
So how do distributors stay ahead of the game?
UPS recently conducted a study of the behaviors, preferences and perceptions of industrial product buyers. It found four major market forces driving change: customer demands, direct-from-manufacturer purchasing, e-commerce, and millennials. Additionally, the study offered up a few interesting takeaways we thought were worth highlighting.
5 trends in industrial product buying
1) Purchasing drivers
The study asked for the top five factors that are most important when purchasing industrial supplies from buyers’ preferred distributor size. Though “best prices” was a top contributing factor across the board, as you can imagine, other answers varied from small distributors to large.
For those purchasing from smaller distributors, 58% of customers ranked personalized service as most important. Among those preferring large distributors, 61% of buyers wanted a wide selection of products.
Takeaway: There is a strategic opportunity for mid-size distributors to cater to both types of buyers. Mid-size distributors focusing on larger selection with personalized service can offer customers the best of both worlds.
2) Friends stick with friends
Word of mouth is still the top tool buyers use to research a new distributor. Studies have shown that consumers trust recommendations from people they know more than any other form of advertising, and the same is true for distribution. Personal references and word of mouth are heavily influencing buyer trends.
Takeaway: Distributors need to have their ears to the ground and really focus on what buyers are saying. If the word on the street is that your company needs to make changes, make them. You want to consumers raving about your company, so others will follow suit. Also, consider the value of review sites.
3) Internet is king
The importance of the internet is old news. But UPS’s study found a substantial jump in buyers’ going online to purchase industrial supplies. In 2013, 57% of buyers were hitting the web, and that number grew a significant 9% in just four years.
Takeaway: Suppliers need to make sure that their websites are a one-stop shop for customers. Buyers need to be able to find answers about products, confirm product details, and access their negotiated prices all online. Spending the time and money to update your website is key to giving buyers a preferred way to make purchases.
4) User-friendly everything
Along with wanting to make purchases online, industrial product buyers want the ease and convenience of user-friendly websites. 72% of buyers said they would shift their spending to a different distributor with a more user-friendly website, and that number increases to 85% with buyers age 21-30. These findings confirm the shift from relationship-based buying to the experience-driven trend.
Takeaway: Brand loyalty is no longer based solely based on product quality and personable sales staff. Distributors need to take into account convenience, speed, and a good customer experience. What appeals to customers is the ease of their online service. Staying ahead of trends will involve constant maintenance of your website and its usability.
5) Cross-channel consistency
Industrial product buyers may be making most of their purchases online, but they are definitely checking in with friends and social media before making any decisions. Oftentimes websites don’t provide enough information, and, by default, they rely on other channels to confirm details before making purchases.
Don’t let users find conflicting messages from different resources. Cross-channel consistency will give your company an edge on the competition.
Takeaway: Make sure that your off-site and onsite messages are clear across all channels. Examining the buyer experience on and offline — and making sure that all channels are communicating the same message — can elevate your company’s position among your competitors.
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by Elizabeth Hines | 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 Elizabeth Hines | 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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