Life Moves Pretty Fast

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blogging, blogs, brand, Business Communications, commitment, cooking, ideas, online content, priorities, Sandra Lee, social media, writing, writing content

A few years ago, I worked with a young woman who was interested in defining and creating her own personal brand focused on healthy food. With strong communications skills, a love of cooking and an appreciation for organics, she wanted to be the next Sandra Lee but rather than use a mix of semi-homemade components she cooked with only healthy ingredients. The brand formation was right within her grasp. The problem was that this young woman was very busy and, while she liked the idea of creating a blog site to extend her social reach, she didn’t know where she would find the time to make the commitment to create content and build a following.

My recommendation was to create a cache of blog posts on specific topics that she could then schedule for automatic posting. She could write groups of posts at a time when it fit into her busy schedule. That way she wouldn’t have to frantically write five minutes before her blog should go live or fret that she missed a day. Great idea, right?

She thought so too, but unfortunately she didn’t follow through with writing the posts and her blog never got off the ground. Neither did her brand. It’s unfortunate because she had solid ideas, delicious recipes, and a unique opportunity. It would have taken persistence for her to continue her brand development. Unfortunately, sometimes life gets in the way and other priorities overtake the best ideas.

That’s sort of what’s happened with me during the past few months. It’s been a long while, hasn’t it? One, I didn’t take my own advice in pre-writing and scheduling my blog posts. Two, I let life get in the way of reaching out and interacting with so many of you.  Third, I decided I had enough and reprioritized my time to ensure I continue to communicate.

Ferris Bueller was one of the wisest characters ever to grace the big screen, and while the intent of his words at that time didn’t apply to a future filled with social media and content development, they certainly do now.

Don’t let your dreams or priorities get away from you, because life does move pretty fast.

Engagement Is Not About The Ring

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Business Communications, customer engagement, customer experience, customer service, customers, engagement, meathead, online content, rob lowe, super creepy, technical writing

Today’s business is all about the engagement. However, there’s no need to worry about carat, clarity and cut here. This engagement is about the relationship with your customers and prospective customers.

Engagement goes beyond customer service and the customer experience. At the end of the day, the customer wants to feel good about the services employed and the products bought. They also want to remember it as a positive experience.

Usually nothing makes more of a difference in marketing and selling than the relationship. Did you ever experience a time while when a salesman approached you and within thirty seconds, you knew you wanted to get as far away from that guy as you could? There was probably something about his style, his personality or his presence that rubbed you the wrong way. It wasn’t a good fit and maybe you left the store without purchasing what you wanted.

It’s the same with on-line content. You have only one initial impression to bring that customer further into your site. Is your landing page content encouraging visitors to click through and find more information? Or are they only too eager to click away and find another site that provides better, clearer, and more helpful information?

Don’t be like the super creepy salesman and turn customers away. Discover what your customers need and want, and engage them from the start.

Managing Change to Grow

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2015, buying process, C-Suite executives, change, conversions, customers, digital age, growth, internet, Internet marketing, marketing, marketing mix, Marketing Sherpa, online content, research, results, sales, strategy, website

It’s January – time for the New Year’s resolutions and change.

Change affects everything in a business, from improving product offerings to streamlining operations. Just like other departments—from operations to finance to quality assurance—marketing also continues to evolve. In our digital age, marketing products and service is more complicated than ever before.

If you’re still marketing the old-fashioned way and waiting to send information to your customers, your marketing programs may prove less than effective.

Customers no longer wait for you. Engagement starts on the Internet when customers begin their research on your company, your competitors and your products.

Nearly 70% of the sales process is complete before a new customer ever contacts a company. This means by the time a customer comes to you, s/he already has hardened expectations. Customers have more control than ever before, and only want to hear from you when they have a need. They can avoid you by hiding behind technology. They can delete your information instantly.

If you wait until you have personal contact with a new customer to begin your marketing process, you may be too late. So how do you get in front and stay there when your customers have the control?

To ensure customers are reading the right content information, your website is ground zero. Consumers read and research, they ask around, and they analyze their needs against key stats and facts. Your marketing has to be focused and your technology flawless, and it must be available when your customer is ready to engage.

Customers look for three things in your marketing content:
1. Does your company have a product or service that meets their need?
2. Can you demonstrate what you do in a way that proves you are worth consideration?
3. Is your company easy to engage?

Customers will continue to drive their buying process deeper into the sales process. As a result, changing and improving your relevant on-line content marketing is more important than ever. How are you changing your marketing mix?

Source: Marketing Sherpa