Strategic Air Marketing

Aviation Marketing: Social media strategy and measurement metrics

/ Bailey Burk / Leave a comment
Like a good pilot, aviation marketers should chart a course for identifying social media direction, measurement metrics, and business results.

The Altimeter Group published an open research study entitled “A Framework for Social Analytics”. They propose a social media measurement compass as a way to keep social media activities on course and measure social media’s impact on achieving business goals.

My interpretation for aviation marketers is that they should take a granular look at their business operations for areas of opportunity beyond marketing where social media can enhance business process and revenue generation.

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Aviation marketing social media: Listen before you act

/ Bailey Burk / Leave a comment
Determining if social media should be integrated into your aviation marketing strategy starts with listening to what’s being said and evaluating if your company should be part of the conversation.

Social media is full of challenges. It’s continuous, messy, unpredictable, and non-linear, requiring aviation marketers to adopt new strategies, measurement metrics, organizational structures, and technology to successfully integrate social media into their marketing mix.

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Aviation Marketing: How non-visible web content can improve click through rates

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Aviation marketers should have a basic understanding of description meta tags to provide both search engines and users with a summary about their web pages. 

Google published their Search Engine Optimization Starter Guide for webmasters that are new to the topic and wish to improve their SEO knowledge. Here is their view on writing effective page description meta tags along with my insight for aviation marketers. Continue reading →

Aviation Marketing: Search Engine Optimization 101

/ Bailey Burk / Leave a comment
Aviation marketers should be aware of best practices for basic Search Engine Optimization (SEO) techniques to elevate organic Search Engine Results Page (SERP) ranking for key word search.

Achieving better SEO results is a matter of making small modifications to your website. These modifications totaled together can elevate page rankings and improve search results. SEO can seem like black box technology when in reality it’s a matter of understanding your audiences, providing quality content and knowing how to optimize your site to be more search engine friendly. Continue reading →

Aviation Marketing: Getting social media to pay off

/ Bailey Burk / Leave a comment
For aviation marketers to reap social media benefits, they should be open-minded and take a holistic view of marketing, customer engagement, brand reputation, sales and innovation channels

The aviation industry has been slow to embrace social media. However, forward-thinking aviation manufacturers that are early movers will have a competitive advantage over their peers.

Accenture Consulting published an enlightening social media adoption report on B2B companies. Here are some of their key findings, along with my insights for aviation marketers.

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Aviation Marketing: Dynamic customers require quality content

/ Bailey Burk / Leave a comment
Aviation marketers should pay attention to consistency of story to keep dynamic customer engaged in phased purchase cycle.

Connecting with dynamic customers is challenging, requiring aviation component and system manufacturers to engage their customers with a positive brand experience, and consistent story line through-out the phased purchase cycle of awareness, consideration and intent.

Jeremiah Owyang, industry analyst and partner at the Altimeter Group presented at the Digital Blue conference. The presentation was to help companies better understand changing industry dynamics, identify innovative companies and to learn from best-of-bred in other markets.

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Aviation Marketing: Inbound marketing budgets increase as cost per lead goes down

/ Bailey Burk / Leave a comment

Inbound marketing channels are proving their value in lead generation and customer acquisitio

HubSpot recently published their 2012 State of Inbound Marketing Report. Based on a survey of 972 professionals in both small (1-5 employees) and large (500+ employees) businesses, the report is designed to help business and marketers understand the current usage and results of inbound marketing.

The report identified 5 key takeaways to look for in 2012 that are important to aviation marketers:

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Designing a social marketing strategy for Aviation Marketing

/ Bailey Burk / Leave a comment
Implementing social marketing tools and tactics accelerates customer engagement.

Aviation component and systems manufacturers already practice the basic elements required for social marketing. Taking what you know on the B2B side and moving it to the people-to-people social marketing side requires a shift in thinking – losing the urge to dominate the conversation and understanding the tactics and tools of social marketing.

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Aviation Marketing: How dependent is your company on Defense Department business?

/ Bailey Burk / Leave a comment
Aviation manufacturers should pay attention to product offering and customer base as defense spending is reduced.

To meet the 2011 Budget Control Act the Defense Department is going reduce future expenditures by $487 billion over the next 10 years. Aircraft component and system manufacturers would be wise to and rebalance their aviation marketing efforts by reviewing internal and external resources and planning for new customer acquisition.

In January 2012 the defense department published, “Defense Budget Priorities and Choices.” This document laid out the Defense Departments strategic guidance for budget reduction as required by the 2011 Budget Control Act. Continue reading →