With Social Media transforming the web more and more each day, the traditional Marketing techniques of shotgun advertising and shouting out hoping your clients will hear, are falling to the wayside. Gone are the days of faceless marketing where a “brand” hidden behind its logo could pump out thoughts or advertising and the masses would rush to purchase.
A great acronym I caught a few weeks back, tweeted around by my friend @KerryatDell was:
B2P – Business to People
Sure we function as B2B or B2C, but to survive in the coming years we need to recognise that our clients are real people and treat them like it!
Its now a two way stream. We need to be engaging with customers – talking and understanding their needs. United Breaks Guitars is a great case of where a corporation, who ignored its customer, is hit by the power of social media – amplifying word of mouth.
Yesterday I had the pleasure of attending the UK launch of Alterian Alchemy™ and Alterian Content Manager 7.
David Eldrige, CEO and founder opened the event with some great notes on the catch phrase shift to #engagement from open and close campaigns.
Although the terminology and systems we use will still focus on campaigns, marketers that “get it” will turn campaigns into micro projects, with an overall view to engaging clients and prospects – to ultimately turn them into brand evangelists.
There was a great snippet video shown:
Many discussing the true face of customised marketing. Moving from the mass broadcast to mass customisation.
Here’s my rough notes from his presentation at the Alterian Alchemy launch yesterday. I’m hoping his slide deck is out soon! (hint)
Ashley broke out with what I thought was a gamification slide first which got me interested. Well I though he did, but just wanted to say the old game is over, here’s version 2.0.
Reiterating the classic “it’s all changing” the old ways of shouting at potential customers and BUYING fans are no longer effective he emphasised that the language, mediums and methods that clients want to be engaged through are constantly changing and evolving.
Constant engagement is now key, so here’s some before and after shots:
Email – used to be DNS registration, feedback loops and getting off blacklists.
It’s now about engagement, reputation, connectedness, trust and authority.
SEO – used to be keyword density, meta tags, directory and local business listings
Is now, about engagement, reputation, connectedness, trust and authority.
Ashley’s New rules of engagement
Having attended #jump I sat up at this point. He’s saying this, but in reality Ashley believes as I do in Joined Up Multiple Platforms, JUMP.
Getting your head around multichannel is something that very few get right. Journey mapping helps to plot out where you want to be with clients.
The biggest challenges being connected software and people understanding where they are going, organisational structure, silos and the complexity of client touch points.
The marketplace is moving from:
Moving from ROPO Research Online Purchase Offline to Research Everywhere, Purchase Everywhere, REPE – a John Lewis ism.
Make marketing experiential
Digital is failing a little here, storytelling helps, but it links well to support truly experiential marketing. And for fun here’s some examples:
Havign just returned from the eConsultancy #Jump conference I was very happy to find that bit.ly are now adding QR codes to every link. I use bit.ly at the moment for Work and play. The ability to create and track those coming from various channels and sources in one place is pretty cool. So here’s one I’m testing, which points to my blog home page.
I’ve read so many great articles and to be honest, can’t compete with @copyblogger when it comes to giving great copy insights.
Having said that, I’ve made these as a note to self, a 101 guide for new writers to the web. Let me know your thoughts or comment below. Would it work for your team?
Try to think in terms of keywords (maybe brainstorm 5-10 before you start writing) but you don’t want to force yourself to use synonyms just to get all of them in there. You don’t want to ruin the flow of the article, just to cover every keyword, but you do want to have thought out what the keywords were.
Use the Journalists pyramid or News Style to create your work.
The most important facts should come first, and expand as you scroll down. The idea being that if the article goes over the word limit, the least important parts can be removed. You can always end with a summary or conclusion. But remember that readers may not get that far, if the content becomes too hard or boring to read before they get there.
Optimum page length for search engines is 400-600 words. – Take up the challenge. (I’ve only just made it with this post!)
Your opening sentence is key, as it sets the tone for the article. It must be hard hitting, including as many of your keywords as possible.
Paragraphs should vary in length throughout the article from 2 to 6 sentences. It makes the page easier to read. – remember to try and fit your key words in once or twice each in subsequent paragraphs.
Sentences should average, 12 to 15 words for readability, especially if you’re a highly technical company – as per Economist/NY times.
Use active voice customer-focused messaging, rather than internal terms and acronyms.
Try to use subsections and headers – it really breaks the content into readable chunks.
In most articles you can focus on a “call to action”. Pose a question or express a view to encourage reader interaction.
Bullets and lists can be used to great effect, making complex items easier to read.
Highlight key words or phrases with bold or italics – you could even try and block quote a key line from the author.
You want to add a few links but you don’t want to pile a huge number at the top of the page, or you risk losing the reader (they’ll click off and get away from you).
Use descriptive text to link from, like this link to bulleting content by @copyblogger. I’ve given it a good SEO friendly title that you can see on mouse over as well (Copyblogger article on various bulleting and listing techniques).
Links should reflect their actual content (so no more – click here, more info etc). Here are some possible linking options if you’re stuck:
A B2B web presence should be at least a collection of: targeted, integrated, interlinked, ongoing interactions.
For a B2B Consultancy to stand out from the masses and warrant a premium price, the company must stand out. Be it for: knowing the most, offering the best service, consistency, innovation or quality. And their Online presence should express this, be it at a corporate level, or extended to that of its associates, alumni and fans.
The tools are there – PDF thought pieces, ebooks, quick email updates, in depth analytic material or tools, insights into current market developments, events, forums, networking groups, surveys and web-casts. The hard part being creating themes and learning paths to take your clients down – something that engages the client and links to their interactions with their account manager/consultant. Something that rings home with their current issues and the wins they’re after.
A plan might roll out something like this.
Marketing translates and polishes great though pieces into quick to market, well thought out, easy to digest (and share) nuggets.
Events are booked to discuss the emerging themes.
LinkedIn groups form post event, and webcasts or one to ones are booked for further dissection.
Collections of nuggets are turned into publications for distribution and sent with Deep Insights to clients to devour offline.
A full record is kept of client interactions preferences, consulting, thought pieces received and the events they have attended – even what they browse, how much they read and what’s their favourite topic.
Marketing augments client engagement and supports Account Managers with “your clients may like this – please forward or add them to our distribution”.
Possibly networks of clients and consultants form, discussing relevant themes, formulating areas of interest and shaping a companies offerings.
And harking from my Rework chapter today (37 signals) – Who knows, the company may even start to think like a famous chef, and publish their best recipes for all – knowing that even if a competitor tires to do what they do – only they know how to really mix the ingredients.
This is a really great slide deck from Antony Mayfield who presented yesterday at the CIM Financial Services Event: Social networking in financial services
I’m hoping his slide deck from last night will be up soon on slideshare, but check out the below in the meantime.
I’m particular fond of slide 12 – perfect layout of a Social Engagement Framework – Principles, platforms and processes!
I was inspired this morning buy the though that @chrisbrogan was in my time zone (attending a conference in Paris) and that maybe a 30 second tweet up with him would “inspire me for life”. Too slow in figuring an angle and commitments to work meetings meant I missed my window.
The post is a great piece of theory any budding entrepreneur should action on.
It’s the kind of thing I think all Designers in New Zealand could do and the UK/developed markets too. For too long we have tried to compete on mass production, doing everything, outsourcing nothing for quality control fears – something we just can’t do with the BRIC nations growing so fast.
Smaller firms or even single entrepreneurs, pairing up with others that have the skills they need to produce great work.
Experts in each area: market, design and produce something fantastic.
There’s even spots to outsource the whole business logistics, accounting and legality side as well.
I think we’ll see more and more simple online packages for startups (accounting/Irenas Cloud Bookkeeping and marketing), and suppliers pricing for one offs rather than bulk orders.
A website to foster this collaboration
One site I’d thought of was to put these two points together. A DIY hubspot where the client has the idea, he picks a skilled designer by resume, who together come up with a good builder and choose the optimum parts for the job.
Just imagine how your next bicycle, car or house could look!
I’m sure someone’s already doing this on a freelance scale, but what about for mass marketed custom goods?