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Pat Dwight

Pat Dwight

10 September 2019 Blog

Marketing 2020 Style

It's All About the Customer's Sandbox

Because customer experience is replacing mass advertising as the preferred customer connection, marketing pros must also shift gears and incorporate greater complexity in their program. Why? Because the accelerating pace of technology change, mobile lifestyles and an explosion of potential marketing channels (connected objects and locations) have already begun changing marketing.

By 2020, based on new interactions created between you and your customers, vast innovation will be viewed on small screens. The three technology-specific trends expected to have the biggest impact on marketing organizations by 2020 include: Mobile devices and networks (59%); Personalization technologies (45%); and the Internet (39%).

Customer Preferences

Now more than ever customer analysis will include factors such as demographics, psychographics, clickstream (purchase behavior), customers’ devices or locations, the content they’re viewing, or other data points. Yet, defining a “best” customer profile requires deeper evaluation:

  • Uniqueness: Is the data specific to the user or common to a target sector?
  • Privacy: Does the data require a customer’s permission or consent?
  • Applicability: Will the data apply across marketing and business processes?
  • Value: Will the data help a marketer meet key performance or business goals?


Marketers identify one customer profile that strategically integrates marketing analysis, creative development and marketing automation capabilities. All which helps marketers sustain the customer throughout the transaction.  

Marketing Success

It’s no surprise that marketing complexity has accelerated. 2020 will see noticeable marketing practices changes, resulting from heightened technology changes, mobile lifestyles and a significant increase in marketing channels. Specifically, these technology trends will be mobile devices, networks and personalization technologies.

Today the top three channels that link you and your customers include: Mass-media print channels first, Television, and Radio last. Not surprisingly, interactive media conduits like the WWW, social media and e-mail rank the highest.

Looking ahead, customer marketing channels are predicted to see social media increasing sharply while the WWW will decline. By 2020, mobile apps and mobile web will overtake e-mail as a top channel to the customer – it is already happening. This migration suggests that the top three channels to the customer will be those focusing on personalization and engagement, while the bottom three channels focus on publishing.

Win, Nurture & Retain Customers

So, expect and prepare for changes in your traditional marketing approaches. These efforts should adapt to a well-defined customer profile, then drive that personalized customer experience across platforms at every touch point. Meaning that as data and analytics skills alter marketing strategy, a new model of value and exchange - based on personalized customer experiences - must evolve.

Why? Because a customer ‘experience-based’ marketing approach is a better model than advertising in a crowded, information-rich marketing environment. Besides, you must interact with prospects and customers in their sandbox ... because your competitors certainly will.

Converting your marketing dynamics can be tricky … HQZ Experts understands that and will assist your marketing shift to prepare for the shift. 

Pat Dwight

Call us and learn more - Contact Pat Dwight: This email address is being protected from spambots. You need JavaScript enabled to view it. or call: 949-454-6149.

Mix Up Your Messages

Make It An Easy Read ... Guests Will Return

Once your heavy lifting website optimizing is complete – local citations/links, your business profile perfection and loaded Google Places, etc. – regular blog posts become very worthwhile. First build your website then take the following steps to make the whole effort worthwhile.

Blogging Builds SEO Muscle:

  • Gives your website a unique link profile!
  • Timely and compelling content draws in Google’s algorithms
  • Talking to like-minded guests who interact or inquire about something … each time they do, boosts your Google ranking one notch up.  
  • Ranks you in Blog Search
  • Ranks you in regular keyword searches
  • Ranks you in Local (Maps) search results
  • Engages other bloggers
  • If you’re an expert in your field, you can “crow” and get noticed
  • Blogs feed content to Twitter, Facebook and Google+ as well as other social media sites 

Points When Creating A Local SEO/Social Media Blog:

  • WordPress already has a lot of search engine optimization basics baked-in
  • Avoid themes that you can’t customize
  • Integrate your blog as part of your existing site
  • Avoid menu navigation systems that don’t use SEO-friendly links
  • Incorporate by-lined posts and articles and author tags
  • Use blog posts to reinforce your website SEO key words
  • Include tag pages and related post links
  • Post frequently!
  • Keep it pithy and DON’T BE BORING
  • Join a blogosphere – contribute to another blog with a crosslink
  • Get organized; create a content calendar
  • Keep posts brief! We’re all too busy to read talkie stuff.       If you have a point, make it and keep it informative and interesting. Then shut up!

It’s not a book so your blogs should be several informative paragraphs. Mix up your messages – write something about as long as this article … believe it or not, if you make it an easy read and instructive – they’ll return.

If you’re serious about getting found on the Internet, you just gotta TAKE THE ABOVE steps. Call HQZ if you want help setting up a Blog on your website or Facebook - we can help you get started right now, and even do the writing too.

HQZ Experts assists clients in designing and writing effective blogs. 

Call us and learn more - Contact Pat Dwight: This email address is being protected from spambots. You need JavaScript enabled to view it. or call: 949-454-6149.

Branding Tactics Beyond 2020

Branding Tactics Beyond 2020

Ever wonder about which technologies and customer trends will change marketing organizations the most over the next five years? Here are some thoughts on the topic. 

Marketers understand their customer through personalization, but the old methods aren’t getting the job done and are forcing change in the “new” way they must proceed. Pressed to explore new tactics combining customer’s changing dynamics with timely, tailored relevant content and new tools is the new norm.

Projections of personalized customer experiences expected to define how to creates customer value:

  1. Own the Customer Experience. By 2020, marketers must own the end-to-end customer experience by examining—its role as a direct brand interface with customers—everywhere, anytime and across platforms.
  2. Managing Marketing Complexity/Growth. Customer experience is going to replace mass advertising as a preferred tactic. By 2020, the accelerating pace of technology change, mobile lifestyles and exploding marketing channels via connected devices and locations will change marketing strategies the most.
  3. The Winning 2020 Top Customer Channels Will Be: social media (63%), the WWW (53%), mobile apps (47%) and mobile web (46%). Traditional publishing-centric channels—television, radio and print—score far lower.
  4. CCustomer Experience Becomes the Driving Force. A personalized, efficient and consistent customer experience translates into customer loyalty and brand value. To gain brand loyalty forces marketers to elevate customer loyalty.
  5. Future Innovations. The technology-specific trends to have the biggest impact on marketing organizations by 2020 are: Mobile devices and networks (59%), personalization technologies (45%) and the Internet (39%).

These technologies—mobile and broadband technology, social media, data, analytics and, Artificial Intelligence (AI)—will accelerate the adoption rate of other innovations.

To be competitive going forward marketers can’t merely port the same creative idea across tech and media platforms. Their departments must engage the customer with contextually relevant, personalized experiences—everywhere and anytime.

You’ll like this—the more powerful technologies tailoring and targeting content and messaging become, the more complex and variable the customer connection will be. Customers will access similar content on similar websites, apps or platforms and will willingly connect transactions and blend technical and social elements unique to them. They will cross over.

Thus, marketing strategies must engage the mainstream, via mobile and socially connected devices and services. 2020 audiences as "Internet of Things" (IoT), virtual and augmented reality, along with AI cause interactivity to branch into the outside world ... it’s a big expansion curve.

So how will brands find/win/grow/retain customers across fragmented audiences with unlimited digital shelf space? Marketers must devise a single, clear customer understanding then ‘push’ personalized customer experiences across diverse platforms. This means resetting a value-and-exchange model based on customer’s personalized experience to a crowded, information-intense marketing environment ... designed to out-perform the traditional advertising route.

                *Survey data based on a global survey/interviews with 499 CMOs and senior marketing executives.

HQZ Experts assists clients in working more efficiently, solving marketing issues and managing tactics.

Call us and learn more - Contact Pat Dwight: This email address is being protected from spambots. You need JavaScript enabled to view it. or call: 949-454-6149.

First Impressions Really Matter!

Can you honestly say that your website, social media profiles, or local listings present a positive or good impression?

Thirty-six percent of small business shoppers look for new businesses through online research … so, isn’t it logical that your online presence make the best impression possible? The suggestions below help you evaluate and fine-tune your online presence.  

Consistent Visuals

It’s really important to keep your website, Facebook and LinkedIn page visuals consistent. This includes logos, accent colors and message. When inconsistent your online presence appears disorganized and suggests unreliability. So, present the same properties for each: one standard logo, consistent brand fonts and colors, and similar language in “bios” and “about us” pages. Cohesive online continuity establishes authenticity and credibility … or should.

Online Reputation

Protect your brand before someone else steals it. Owning your custom domain name (www.mycompany.com) and social media handles (myname@mycompany) across all social platforms is required. Why? Because your brand will be vulnerable and other businesses with similar names will absolutely claim your domain and encroach upon your search results. Uncertainty about selecting your url almost always ends the search. Own your custom domain then create Facebook, Twitter, Instagram, Pinterest, and Snapchat social media handles. Once you own them, then decide how to use them.

Mistakes

Website or social media post typos or grammatical errors detract from the value of your content and ultimately your business. Writing errors detract from your positive branding. Always spellcheck and review whole page and review more than once. Finding a typo after you publish your online document is bad; people notice and disappear ‘hmm’. Not good.

Ignoring Comments / Reviews

Pay close attention to online reviews, comments and feedback you receive. If someone takes time to comment - whether positive or negative – that’s good. Google Alerts is the easiest and best approach to ensure you don’t miss these messages. HQZ has used this easy tool for a long time and it’s been very beneficial.

Social Media Reinforces

Social media is an important part of building your brand and reinforcing your marketing outreach. It establishes familiarity, humanizes your brand and strengthens opinions about your sphere of knowledge and influence. People love consistency and watch for new content from their favorite posts. So, give them something! Deliver regular social media posts - frequent hits humanize your brand and strengthens viewers’ opinion about your business.

Maintain Local Listings

People are constantly looking for new businesses online and search results influence their decision to view a website or call you. If your business has outdated or inaccurate information in its local listings (online profile: business name, address, phone number, and other details), the wrong message is sent, and causes consumers to exit.

It’s simple to manage your business listing and maintain consistent company information across various online directories. First, register your business with Google, and they use services that submit your business profile to dozens of local directories on your behalf. You do the work once, and they take care of the rest.

Delete Old Website Copy!

Having old or incorrect information on your website is a major mistake for a company’s professional online look. If your website has old event data, wrong operation hours, incorrect copyright date in the footer (i.e. © My Small Business 2018), visitors assume that your business ignores details. Adjusting website content is simple and though subtle, helps maintain a reliable image. Regularly review your website content for inaccurate information. The rewards for sweeping out debris are worthwhile.

Go Mobile Too

They don’t care … but you should! Offer your website visitors the best mobile experience possible. Create a website that is formatted for desktop and mobile viewing. Using a website builder tool automatically formats your website for mobile and desktop. Doing so makes you appear professional and reputable.

Photos Make or Break It

Because images process 60,000 times faster than text, people won’t ever read the text if your images are bad. Think about how your website looks. Engage guests using high-quality, eye-catching images that instantly reflect the solution (product or service) they relate to. Purchase images; downloading images is risky since most are trademarked – posting unpurchased images can cause you a lot of grief. Let your images do the heavy lifting for your website and social media activity. Be selective as well.

As you review your own website or consider designing one first carefully consider: Usability, Clarity, Consistency, Visual Appeal, Ease-of-use,

Menu with effective site navigation, and Distinctive Content. Each is critical to your success.

HQZ Experts assists clients in working more efficiently, solving marketing issues and managing tactics.

Call us and learn more - Contact Pat Dwight: This email address is being protected from spambots. You need JavaScript enabled to view it. or call: 949-454-6149.

Tell Us Why You're So Terrific

Website landing pages convince customers to engage and convert. They grab readers’ attention with catchy headlines, easy, pithy text, short paragraphs and bullet points, with dramatic images that strike an emotional response. Yes, there’s more to building a high-performing landing page than meets the eye.

1.  Landing Page Objectives

Hub-style Landing Page: These pages contain multiple offers—infographics, e-books, videos, whitepapers, and more. People seek them to educate themselves about a topic and while they attract a lot of views, they generally result in fewer conversions. So, if your goal is to engage top-of-funnel prospects, hub-style landing pages will work.

Single-offer Landing Page: These pages include only one asset—a research report or a buyer’s guide, for instance. They’re designed for people who are already aware of a problem they need to solve. Single-offer landing pages may not generate as much traffic, but readers who wind up there are more likely to convert.

So, if you’re targeting prospects further along in the customer journey, deploying single-offer landing pages is a wise move. Both styles are proven; deciding on who you want to find your website will determine which is best for you.

2. Consistent Story Thread

Landing pages should fit the message told to your audience. Like a book, landing pages draw in readers and set the stage for what’s to come. A landing page makes or breaks a website view option! It’s really important and if you miss the mark at Home … they’ll leave and not even see your great story. Make your landing page resonate, vary material and offer enough value and intrigue to convince prospects to stay and learn.

3. Build A Working Landing Page

Can you say … “Customer Experience”? If you leverage innovative marketing automation software, you’ll gain viewership. Remember, your headlines must roar, not whimper! Grab visitors and quickly convey who you are, as in what you can do for them and why they will benefit by reading on. It’s called a unique selling proposition (USP). Use the word “you” to speak directly to them. Further clarify your USP with benefits ... what they gain by exploration.

Landing Page Images - Any photo or video on your landing page should help the visitor evaluate your offer, and if it doesn’t, fix it. Help your visitors evaluate an offer with:

  • Introductory video that proving you’re a credible source of information or solve a problem for them
  • Images that reveal different product angles and features that clarify and entice
  • Vision images help visitors imagine what their lives could be like using your product or service

4. Your Call-To-Action Button

  • Make it benefit-oriented for them.
  • Make it stand out – contrast other copy size (bold or italics), colors or images.
  • Make it look like a button. People like buttons and quickly recognize them.
  • Link to Contact Us page

5. Why Are You So Terrific?

Offering “social proof” … someone says … they think your product is better because a stranger says so. Consider suggested topics like these for rave reviews:

  • Display enthusiastic reviews from people who like your product or service.
  • Showcase high-profile places your brand has been featured.
  • Include emblems of trusted clients or customers.
  • Feature detailed testimonials from happy customers with their photo or company logo.

If you have any question about this article give us a call: 949-454-6149. The websites we build follow these key tactics. Our clients consistently enjoy steady clicks and get “Learn More” inquiries. HQZ Experts removes the guesswork from website marketing … So, let’s talk.

Pat Dwight

HQZ Experts assists clients in working more efficiently, solving marketing issues and managing tactics.

Call us and learn more - Contact Pat Dwight: This email address is being protected from spambots. You need JavaScript enabled to view it. or call: 949-454-6149.

My Page Took On A Life Of Its Own

A few weeks back I was writing an article and used my mouse to underscore a word … then the strangest thing happened. My page took on a life of its own and began to repeat pages and wouldn’t stop until I turned off my Word application.

Thinking that I’d been hacked or that there was something dreadful happening from outside my browser, I turned off my computer and rebooted.

Everything seemed fine until using the mouse again to copy and paste words in a document. Again, the document began to auto repeat constantly. Before I could use the keyboard, 20 unique new documents had been created. Yikes!

Distraught and fearful that a hacker had taken charge of my computer, I called my Microsoft guru Leonard. Our computers run on Windows 7. We talked about the syndrome. He set me about methodically running assorted system tests to verify if we had a major breach. After running an ESET, Malwarebyte, CC Cleaner, and assorted Internet cache tests, removal of the mouse in device manager and re-booting the system, we determined that my computer and our network was not compromised.

Leonard ran some deep clean boot analyses remotely and called the next day with his analysis of the problem. He said: “As strange as this may sound, it seems as if you have a stuttering mouse.”

I wasn’t sure whether to laugh or ask if he was joking. He went on to say that while looking for the syndrome he discovered mention of the stuttering mouse presenting the same strange problem I was having. Leonard suggested that we replace our remote mouse with a new model. We had already changed the batteries the previous day, and realized it wasn’t a battery issue.

So, we bought a new remote mouse, turned off the computer, inserted the remote wireless mouse receiver/driver, inserted a battery and everything seemed to work well. I had no issues whatsoever the remainder of the day. Problem resolved.

Well, not exactly. The next day I booted up the computer ready for catching up on all the projects I’d been unable to work on … and my keyboard wouldn’t function. The mouse was working perfectly but the keyboard was dead. Even though we changed the keyboard’s battery, just sat there.

This time we didn’t call Leonard. Realizing that the old mouse was a matched component with the keyboard purchased several years previous, we further deduced that the new wireless mouse receiver/driver was not programmed for the old keyboard – they obviously share one remote wireless receiver. So, we went to Staples and bought a combo mouse and keyboard, came home, inserted the new receiver in the mainframe and poof, the problem was solved.

This fix was inexpensive and simple once we realized the problem. However, it terrified us because we naturally went to the ‘worst-case’ scenario and assumed a security breach or hack.

We had never heard the term “Stuttering Mouse” before this incident. I’ve been using computers and keyboards since they were invented. Maybe reading this article will save you the fear and surprise of a similar experience.

Now you know how to handle this surprise; hope you never have to deal with it.

Pat Dwight

HQZ Experts assists clients in working more efficiently, solving marketing and managing tactics. Let's talk about your approach

Call us and learn more - Contact Pat Dwight: This email address is being protected from spambots. You need JavaScript enabled to view it. or call: 949-454-6149.

A Little Help From Your Friends

It seems more often than not today unexpected chaos or disruption enters our professional sphere. And so, risk management should be at the top of your meeting/event planning focus.

Even though we don’t like to think about it, the potential hazards causing the most disruption or danger in groups of people include “manmade” threats such as cybercrime, protests, terrorism, and shootings. “Natural” occurrences such as earthquakes, hurricanes and wildfires also fall within this discussion.

The value of risk prevention is really immeasurable. Everyone benefits when management does its homework and plans accordingly. Implementing the practices below offers proven risk management preparations every company needs to explore when planning events and meetings. The following disciplines create a safety net by avoiding risk management problems.

  1. Evaluate Risks: When selecting a venue, evaluate the risks of each meeting location and activity for potential issues and hazards.
  2. Identify ‘Request for Proposal’ Issues: Use the RFP process to identify security areas. Ask for relevant information such as:
    • Emergency procedures strategy
    • Additional security costs
    • Keeping non-attendees out of meeting areas
    • Record of recent criminal incidents in and near facility
    • Cybersecurity measures available to protect attendees and staff from hacking
    • Firearms policies
  1. Consider Safety Measures: Meetings/events with certain types of activities may require safety measures and additional scrutiny, including:
    • Athletic events - “fun runs” and swimming
    • Events where alcohol will be served
    • Events featuring cannabis (marijuana), or when the meeting organizer knows that attendees may be using cannabis at meeting-related events, even where legal
    • Permitting attendees to carry firearms
  1. Safety ‘Perception’ Matters. Be aware that attendees’ perception of safety may be as important as actual safety, when encouraging meeting attendance.
  2. Request Emergency Plans: Ask hotels and venues for their emergency plans and adapt/integrate them as appropriate.
  3. Design a Security Plan: Create a security plan, including attendee ID verification and a crisis communications system. Consider hiring security personnel based on all risk factors.
  4. Allocate Security Responsibilities by Contract: Use meeting contracts to allocate responsibility for risk and possible losses that clearly designate which parties are responsible for each type of security. Execute indemnification (hold harmless) agreements to protect against loss caused by venues and contractors.
  5. Protect Computers and Cyberspace: Secure computers by running antivirus software, changing passwords regularly and educating staff and management to avoid “pirate” networks and risky websites/emails.
  6. Safeguard Attendees’ Personal Information: Only divulge attendee personal information on a “need-to-know” basis, and then only to persons and businesses that provide demonstrable assurances of protecting data and securing their networks. Ensure General Data Protection Regulation(GDPR) compliance, when required.
  7. Insurance Is Essential: The meeting organization, third-party planners, venue and other contractors should all have their own insurance, in sufficient types and amounts.

If you already have included some or all of these practices into your charter, fantastic. Any mentioned that you haven’t considered will likely provide your company a soft cushion of comfort and confidence when you incorporate them in your risk management program.

Pat Dwight

HQZ Experts assists clients in solving marketing and managing tactics. Let's talk about your approach

Call us and learn more - Contact Pat Dwight: This email address is being protected from spambots. You need JavaScript enabled to view it. or call: 949-454-6149.

17 April 2019 Blog

Persuasion

Ways to 'High Five'

It’s often hard to persuade people to evaluate your product or service … especially if they’ve never heard of you. So how do you turn that around? Keep in mind that your marketing message should focus on content that’s relevant to your audience. So exactly what’s it takes to actually do that?

1.  Introductions Matter

The importance of your “About Us” ranks on top. It’s your chance to establish credibility and highlights what you stand for. Nike has done a great job of doing this. After reading their “About Us” page, consumers quickly ‘get’ that the company’s objective supports people similar to them who are at different stages of their fitness journey. 

2.  You Have What ‘They’ Want

Rather than jot down a series of campaign slogans, consider how your company culture connects with your base. Think about your consumers’ emotional needs—not just the ones provided by the competition. Finding the emotional “hooks” in your message differentiates your product from all the others. Start telling people about it.

3.  Crystalize Product/Service Benefits

Balance the emotional impact with facts ... a generic “ours is better than theirs” statement won’t get you there. Offering them stats and real testimonials defining your product’s superiority is the secret ingredient for success. Just start writing facts down and you’ll see the powerful messages you may have overlooked.

4.  Prove It

Combining an emotional thread with logical reasoning is a solid first step to good creative, but until you keep those promises, it’s all empty boasting. Once you decide what qualities create a long-term connection with consumers, enlist the help of your entire organization to bring those ambitions home. Otherwise, your customers might feel they’ve been misled.

5.  Counter Competitive Messages

This is a tricky strategy but can be done with fines by mentioning your competition by name. The trick is to do it without sounding boastful or tasteless. Next, be sure to showcase your weaknesses in a positive way. A perfect example of this happened years ago when Avis came in second behind Hertz in annual sales statistics. Avis quickly developed a tagline “When you’re only No. 2, you try harder.” Simple taglines such as this don’t brag to attract customers—but rather reveal a company’s strengths and honesty.

6. Let Er Rip

Perhaps the most straightforward but hardest motivator is your Call to Action which requires

Being Concise – get their attention and Being Specific-- guide them in the right direction. Get the, there by explaining their next steps as clearly as possible. By using action words such as “buy,” “download,” or “submit” in your Call to Action, you don’t limit your outreach to those who already understand how your business works.

The objective of effective creative is to make a lasting impact on consumers which results in them taking the next step – learn more or purchase. The above persuasion marketing tactics establish stronger connections to those you wish to attract or retain … and isn’t that the point?

Just know that your message should focus on content that’s relevant to your audience and not just toss in clever words and attractive graphics.

Strategic use of persuasion usually turns potential consumers into active customers. Sounds easy but sometimes pulling the components together require a bit of help. That’s where HQZ Experts can assist. If you’re message isn’t working, let us offer some fresh ideas and new approaches.

HQZ Experts assists clients in creating effective B2B marketing tactics to manage, track and refine content marketing approaches.  Let's talk about your approach

Call us and learn more - Contact Pat Dwight: This email address is being protected from spambots. You need JavaScript enabled to view it. or call: 949-454-6149.

Yes You Can Recycle Stuff

Simple and easy steps help strengthen your social media content.

Rewrite:

Take a look at your ‘past’ content library to see where you can pull tidbits of information then create new content from that material. Often older pieces still contain relevant takeaways or quotes that your universe finds valuable. This also helps extend or reinforce the life of your content.

Reorganize:

Segment or select sections of a larger asset to create smaller, more detailed breakout pieces. For instance, pull stats or key figures from an infographic and repurpose them in new posts as the focal point. Doing so expands the length of a campaign and highlight relevant sections by channel audience interests.

Retire:

Remove posts that are outdated. Social media is instantaneous, so the last thing you want is to have your brand appear out of touch. Since you still occasionally want to reference old social content, create archive folders to keep the content alive, with less visibility.

Redesign:

Transform an old piece into a new piece. Sometimes an asset just needs refreshed branding to feel new again, and there’s really no reason to reinvent the wheel. Consider taking an existing asset and designing it for a different audience.

Because the electronic universe is so vital you have lots of options in ‘refreshing’ used slogans, photos, statistics or studies … there’s always new eyes searching for information and interesting material.

HQZ Experts assists clients in creating effective B2B marketing tactics to manage, track and refine content marketing approaches.  Let's talk about your approach

Call us and learn more - Contact Pat Dwight: This email address is being protected from spambots. You need JavaScript enabled to view it. or call: 949-454-6149.

Improvise Then Take Your Chances

Growing your company gets tougher all the time. But, since marketing your business requires blasting your company’s unique story, it’s wise to frequently re-examine your marketing content. If you expect to be competitive and grow your business, you gotta plan for success … it’s just not optional. Businesses that ‘wing it’ - with no strategy or plan – will always be disappointed. And, creating a plan, yet not using it is worse!

Nominal Basics You Should Already Know:

  1. Goals & Objectives: The most common goals include increasing website traffic, growing social audiences, and increasing contact form submissions or newsletter signups. It’s not all that hard.
  2. Audience Segmentation & Characteristics: Know your target audience - their motivations, pain-points and what they’re searching for: keyword researches, website analytics and a sales team that already knows the customer’s profile.
  3. Brand Message: Content marketing strategies must define and tell your brand’s story - the message you want to communicate to your audience. TELL THEM what sets you apart from your competition.
  4. Multi-Channel Connections: Customer relationships include multi-touch points on multiple channels (social media, search, digital ads, news posts, customer review sites, etc.) Select your channels based on how it specifically helps you most effectively reach your audience. Then define your specific objectives for each channel.
  5. Content Types: From blogs and ads to podcasts and videos, define the content types and tactics you plan to use for each. Always consider whether you’re trying to attract, engage or convert in a target’s buying cycle.
  6. Content Topics: Content marketing must provide the best answer to what your audience seeks, and when and where they search for it; then determine whether your content fulfills those needs.
  7. Measure Results: Measure the effectiveness of your content marketing and the channels where you promote. Doing so highlights whether you’re hitting your objectives, and if not revise as needed.

To find your balance, experiment and improve, measure conversions and tie activity to revenue. Doing so identifies which metrics to focus on; and if yours don’t, begin using the steps defined above NOW.

AND NOW PHASE 2:

Paid Promotions

Since 66% of companies use paid methods to distribute content (meaning that a third of marketers rely on organic reach and existing subscribers as the resource for placing their content) it’s critical to at least evaluate paid social media and paid search ads to incorporate comprehensive content promotion.

Build A Community

Only about 20% of B2B marketers use community building and audience participation to nurture followers; but it often helps to participate in forums through social media by encouraging 2-way conversation.

Get / Use Customer Intel

Marketers rely on good data, yet customer conversations aren’t mainstream for most research (only 50% of companies talk directly to their customers.) First-hand knowledge from real customers in real-time is invaluable, so implement steps for your sales and customer service teams to collect customer data then share it with you!

Tie Content to Buyer

The buyer’s journey should trace everything from keyword and topic selection to final purchase. Focus on blending the ‘Attract’, ‘Engage’ and ‘Convert’ content stage, with the emphasis on “Attract”.

Invite Influencers In

It’s good to develop relationships with influencers who can help promote your content. Through co-creating with influencers you’ll see a boost in motivation, amplification, and attraction to the new message. Just keep it simple.

Own Your Audience

Social media sites own your audience on their platforms and you just pay them for access to those customers. So, it’s crucial to bring your audience to your own universe – which occurs by building a subscribed audience that allows them to opt into your content (and likely into your community).

Measure Your ROI

Proving the value of your work via ROI matters because you get larger budgets for the next planning cycle. And, effective measurement and reporting matters to management since it benefits any organization looking to improve their bottom line.

Tactical content marketing management has to happen, and yes it is risky but the steps help you get started or fine tune your marketing strategy ... stimulate customers or prospects.  If you wing it again your results won't improve.  That's why your next step matters!

HQZ Experts assists clients in creating effective B2B marketing tactics to manage, track and refine content marketing approaches.  Let's talk about your approach

Call us and learn more - Contact Pat Dwight: This email address is being protected from spambots. You need JavaScript enabled to view it. or call: 949-454-6149.

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