Tag Archives: tips

Knowing Anna: How Well Do You Understand Your Customers?

21 Jul

With the advent of big data, there are more opportunities than ever to use micro-marketing in targeting and understanding our customers.

Here is an example from Teradata:

“Catch the moment — Marketing that connects with Anna. What would you do if you knew exactly how to connect with each customer as an individual? Teradata Marketing Applications transforms your data analysis into the individualized insights you need to deliver the right offer, at the right moment, via the right channel. Connect one-to-one with your customers from a single platform and turn insight into foresight.

 

 

Mary Pacifico-Valley: A Great Career in Auto Marketing

15 Jul

Mary Pacifico-Valley is the owner of Denver-based Rickenbaugh Automotive Group. Pacifico-Valley worked her way up the ranks to her present position, and her company is hugely successful:

“Rickenbaugh Cadillac Volvo in Denver, CO and Infiniti in Dacono treats the needs of each individual customer with paramount concern. We know that you have high expectations, and as a car dealer we enjoy the challenge of meeting and exceeding those standards each and every time. Allow us to demonstrate our commitment to excellence! Our experienced sales staff is eager to share its knowledge and enthusiasm with you. We encourage you to browse our online inventory, schedule a test drive and investigate financing options. You can also request more information about a vehicle using our online form.”

 
Here is a motivating video on Pacifico-Valley’s career and her business philosophy.

 

Analyzing Competitors’ Social Media Activities

14 Jul

How can we assess the social media activities of competitors? Although there are several perspectives we can take, Social Media Examiner has presented several excellent tips for monitoring competitors.

As reported by Megan Hannay:

“Researching your competitors on social media not only provides an overview of your industry, but it also gives you insight into the current habits of the audiences you’re targeting. By answering a few key questions, you’ll see what kinds of posts are effective for the people you want to reach.”

Here are just some of the questions raised by Hannay in her article:

#1: Analyze Facebook Pages — If you want to gain insight into a company’s Facebook page, here are some questions to consider: How many followers do they have? What are they posting about?Are their posts mostly internal (company-based) news, blog posts and articles; mostly external news, blog posts and articles; or a mix of both?”

#2: Look at Twitter Accounts — How many followers do they have? How many accounts are they following? A good rule of thumb: An account with 50,000 followers that’s following 500 users probably has more influence than an account with 50,000 followers that’s following 49,000 users, unless they bought followers.”

#3: Examine Instagram Accounts — How many followers do they have? How many accounts are they following? Are their posts mostly internal, external or a mix of both? How on-brand are their photos? Do they show the product or service in each shot, or do they follow a more lifestyle-oriented content strategy?”

#4: Review YouTube Channels — What’s their video content like, and how on-brand is it? Do they stick to product tutorials, or do they branch out to product non-specific tutorials? Do they show off company parties and happy hours? How many subscribers do they have?”

#5: Evaluate Pinterest Accounts — How many followers do they have, and how many users do they follow? How do they show off their product or service in pins? How do they organize their pins? What are their board names? Are their pins all brand-generated (product pins) or do they repin others?”

#6: Monitor Snapchat, Periscope, and Meerkat Accounts — Due to the nature of their content, it’s difficult to evaluate these channels in one go. But if your competitors use them, follow their accounts and check out their content when it goes live. Here are some questions to consider: What content are they posting? How many interactions (on Periscope and Meerkat) do they garner from their fans?”

 
Click the image to read all of Hannay’s suggestions.


 

Marketing and Sales: Better Cooperation Needed

29 Jun

Even though, a company’s sales personnel are typically viewed as part of the marketing function, there are also differences of opinion and sometimes conflicts between marketing and sales. Instead, mutual respect and cooperation need to rule the day!

As Hadar Duek observes for HubSpot:

“In my job, I chat with marketers very often about what problems they’re facing. One of the most common issues I hear about is lead flow — a marketing department generates hundreds of leads per month, but many of them aren’t closing. Nobody knows where to turn. Sales points fingers at marketing. Marketing points fingers at sales. They both shrug, unsure of how to proceed. To get the partnership running effectively again, there are three things I recommend marketers start doing with their sales team.”

1) “Provide sales training on how inbound leads are different. Many sales reps are trained to aggressively go after leads who will close ASAP — and ignore the ones who won’t. When I was in sales, I did the same thing. If a prospect wasn’t ready to send in a purchase order in the next week, I was onto the next lead. With limited time and an endless universe of opportunities, I had to prioritize. This mentality needs to shift when your company is generating inbound leads. Just because someone became a lead by downloading an E-book doesn’t mean they are ready to buy something immediately. On the other hand, they may very well be a great fit for your company down the line.”

2) “Develop a feedback loop between marketing and sales. How often have you seen leads go sales, receive follow-up, and then fall into a black hole? In my work with HubSpot customers, I see it all the time. This is a huge missed opportunity. To prevent this lack of communication, set up a way for sales to pass leads back into the nurturing funnel based on what they learned in the initial qualifying conversation. They like pink? Put them into the all-pink text E-mail nurturing campaign. They like chocolate sandwiches? Put them into the E-mail nurturing campaigns with lots of chocolate sandwiches.”

3) Set up regular meetings between marketing and sales. Some marketers pass all leads directly to their sales team and others only pass over the ones that meet criteria they determine as ‘sales qualified.’ For the latter group, if sales is passing back a lot of leads, this indicates the criteria for transitioning a lead needs to be tweaked. Look at examples of leads that were passed back and what about their criteria missed the mark. Set up a meeting to review these examples.”

Click the image to read Duek’s full article.

 

 

Resume Tips: An Infographic

19 Jun

Although high-tech digital job application tools are gaining in usage by companies — especially larger ones, the resume remains a key document in most employment searches. So, it is  essential that we do everything we can to have our resume stand out from our job applicant competitors.

As Mark Wallace writes for Akken Cloud:

“Finding the right candidates has always been and will continue to be a top challenge for recruiters and their clients. And, with the job market as strong as it is now, often times, active and passive candidates for employment are relying on the available new media channels and not spending as much time as they should on dusting off an old resume or perhaps creating a new one.”

“Let’s face it, the traditional resume or CV, will likely go away in the not too distant future. However today, how a candidate formats his or her resume is often the primary reason why a technology platform, a recruiter, or talent acquisition team will select and follow up with a potential candidate. The below Resume Do’s and Don’ts infographic includes some great tips to help your employees, customers, and your team to be successful.”

 

Click the image to enlarge it.

Via AkkenCloud

 

Doing Better with Google Analytics: An Infographic

15 Jun

Over the years, we have posted several times about the importance and value of Google Analytics for marketers. See, for example, 1, 2, 3, 4, 5.

So, you are using Google Analytics as part of your Web site analysis, right? You are doing everything you can to score well on Google Analytics, right?

Here is an infographic from QuickSprout to help you do even better.

 

 

SEO for Google: Don’t Penalize Yourself Through Improper Actions!

14 Jun

Search engine optimization (SEO) for Google and other search engines requires a careful balance. We want to do everything we can to boost our search engine ranking, while at the same time avoiding actions that may penalize our ranking.

As Neil Patel puts it for QuickSprout:

“Are you worried about getting an algorithmic or manual penalty? In most cases, you shouldn’t, but if you are dabbling in SEO, you need to make sure you aren’t breaking any rules. To help you avoid any current or future Google penalties, I’ve created an infographic that shows you what you should and shouldn’t do.”

Take a look at Patel’s infographic below. Click the image for a larger view.

 


 

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