Influencing prospects before they enter the sales funnel

 

If the brand is not participating in social media, it’s at a disadvantage

If the brand is not participating in social media, it’s at a disadvantage

Social media content can influence business-to-business purchasing decisions

Up to 70% of prospects entering the sales funnel have already conducted online research and have formed a perception of the brand based on social media content. Because of this, if the brand is not participating in social media, it’s at a disadvantage.

Prospects entering the sales funnel are in search of information that will lead them to a purchasing decision. Whether the sale is transactional for a component or material needed immediately to make their product, or a considered purchase that has many influencers and a long sales time, prospects are relying more and more on peer reviews and social media engagement to finalize their purchasing decision.

People-to-people marketing – honing the brand’s key messages

Before launching into a social media marketing effort, it’s vitally important to establish the brand’s value proposition and be able to articulate it in terms that are meaningful to the prospect. Content that is purely a laundry list of service offerings fails to differentiate from the competition and leads to abandonment by the prospect or strictly a purchase based on lowest price.

Gaining the prospect’s attention requires identifying the prospect’s problems and creating empathy with the prospect. Once this emotional connection is established, then a solution can be offered that is relevant and distinct to the brand.

The social media platform ecosphere

Connecting with and influencing prospects on social media platforms requires a sustained effort spearheaded by content that supports the brand’s key messaging.

Each of the big four channels – LinkedIn, Facebook, Twitter, YouTube – has a particular strength. Business-to-business marketers are more inclined to use LinkedIn because of numerous industry groups in which to participate. LinkedIn also offers the ability to network with industry peers and establish connections with decision makers that have purchasing authority.

Twitter can be very useful but requires a content library to constantly feed updates. One of the advantages to using Twitter is that posts can be automated through third party platforms allowing for control of posting frequency. Twitter also provides immediacy when posting for events and is an easy way to connect the industry influencers.

Influencing prospects before they enter the sales funnel requires a concerted effort to develop and post authoritative content consistently. Abandoning social media channels sends a signal to the prospect that the brand either has underestimated the resources needed or was not serious about social engagement from the get-go.

Additional articles you may find of interest on this topic:

Content development for aviation marketers is a communal affair

How to build a connected brand

Designing a social marketing strategy for Aviation Marketing

Please leave your comments or thoughts below.

Copyright: olivier26 / 123RF Stock Photo

Airlines Embrace Mobile Marketing

Airlines are relying on mobile marketing to build brand loyalty with the connected traveler

Airlines are relying on mobile marketing to build brand loyalty with the connected traveler

Airlines are experimenting with mobile marketing strategies to engage and connect with their customer base.

The State of Airline Marketing 2014 report published by SimpliFlying and airlinetrends.com identifies seven trends that airlines are exploring to increase brand preference and customer engagement. It’s not surprising that the tactical execution of these trends rely heavily on the connectivity of mobile marketing using social media networks and mobile devices (smart phones & tablets) combined with promotion. Some of the trends mentioned have merit. Others could be considered annoying in a confined space. One thing for sure is that airlines are beginning to understand the connected traveler and are looking for innovative ways to create brand loyalty.

7 airline marketing trends in 2014

1. Micro events – Organized onboard events, ranging from mid-air fashion shows to golf putting challenges and product giveaways. Airlines leading the way include Virgin America, JetBlue, Southwest Airlines, and Air New Zealand. Check out the Air New Zealand putting challenge event video.

2. Cool tech – Airlines that embrace their inner geek are sponsoring hackathons to dream up new travel apps for your mobile devices. Emirates Airline sponsored a 24-hour travel hackathon and is forming a technology and creative community to keep up with mobile marketing technologies and to co-create travel apps.

3. Visual culture – Tapping into the ability of our mobile devices to capture, enhance, and share visual content on social media channels, airlines are encouraging the ultimate “selfie.” Turkish Airlines YouTube channel racked up over 135 million views in a single month for their “Kobe vs Messi Selfie Shootout” video.

4. People Power – Airlines are attracted to the size and power of social networks like Facebook and Twitter. Several have offered special rates on airfares outside of traditional distribution venues on platforms like Groupon. This is a form of “Crowd Clout,” where airlines have the ability to create customer frenzies with the offer of deep discounts and viral sharing using mobile devices.

5. Emerging markets – Creating travel stories using emotional connections, airlines are promoting destinations and international travel to and from emerging countries. These include the “BRIC”s (Brazil, Russia, India and China) and the “Next-11” (including South Africa, Vietnam, Indonesia, South Korea, Turkey and Mexico). British Airways is promoting their North American flights to India with “A Mother’s Wish” web posting.

6. Innovation is the marketing – This is a low cost entry approach into product and service marketing. Examples include wireless chargers found in customer lounges, RFID tags that let you track your luggage, and “meet and seat” experiments that let you check out your seat mates’ social profile before selecting a seat.

7. Outdoor creativity – Unconventional advertising in the form of digital billboards, kiosks, and point of sale floor graphics. British Airways #lookup billboard in Piccadilly Circus was wired to detect BA flights flying below the clouds and would display the flight number and destination along with a URL flight booking and price.

To register to download the full report, click here

Additional articles you may find of interest on this topic:

Dynamic customers require quality content.

How emerging technologies will impact the differentiated brand.

Digital adoption and content creation

Please leave your comments or thoughts below.

Copyright: buchachon / 123RF Stock Photo

The challenges of “Big Data”

Don’t be a slave to the data; rather, use it as a tool to sharpen the creative solution

Don’t be a slave to the data; rather, use it as a tool to sharpen the creative solution

Big Data is a tool and should be used as a means to an end

“Big Data” is a misleading term. It’s not a technology, but rather involves using data to gain insight. Big Data helps you visualize structured, semi-structured, and unstructured data. This visualization of combined data provides a multi-dimensional view of the ecosystem your product or service resides in.

Types of data

Structured data, also known as Business Intelligence (BI), is transactional data.  Examples include addresses, SIC codes, point-of- sale data, customer resource management data, phone numbers, emails, loyalty card use, and energy consumption data. Data of this nature can be accessed and viewed in Excel spreadsheets.

Semi-structured data consists of web server click stream data, such ad web logs, IP addresses, page visits, time on page, cookie tracking, geo-usage patterns, customer behavior while on site, and the development of user profiles. The primary characteristic of this type of data is that it does not lend itself to display in rows, columns, or text.

Unstructured data is the content of documents, natural language, Tweets, Likes, comments, blogs, phone calls, emails, audio files, and images. These are the elements of human communication recognized as content but completely foreign to machine language.

How to use the data “Big Data” provides

From a marketing perspective, Big Data can be viewed as three segments:

1. Big Data when viewed properly can provide better insight

This was once the domain of a “gut feel.” Now when combining the three aforementioned data types, a panoramic view can be created of the acceptance and use of the product or service.

2. Better insight helps in making better business decisions

All of this data crunching provides a granular to global view of the acceptance of your product or service offering.  It is in this context that better business decisions can be made with regards to where to geographically expand, identify the most desirable product features and attributes, and which marketing efforts are delivering the anticipated results.

3. Better business decisions lead to better creative solutions

Big Data, when represented properly, can complement a creative brief by acting as a wall of information that can be prioritized, moved, and reconfigured for actionable items and measured for results.

“Big Data” challenges

Don’t be a slave to the data; rather, use it as a tool to sharpen the creative solution, extend the brand engagement, and think beyond the current place in time that the visualization represents.

In addition, be aware that small brands may find the results disappointing because of an insufficient amount of semi-structured and unstructured data that is available.

And finally, management has to be committed to Big Data by providing resources and direction. Big Data offers marketing accountability, but it is incumbent on management to decide the following:

  • What to measure
  • What data has the highest priority to aid in business decisions
  • Where to invest resource and capital
  • What to do with the data – how does it shape the business outcome

Additional articles you may find of interest on this topic:

Big brother and marketing ROI

Big data and creativity

How to build a connected brand

Please leave your comments or thoughts below.
Copyright: bloomua / 123RF Stock Photo

People-to-People Marketing: Engage, Connect, Influence

There has been a seismic explosion in the channels and tools marketers are using to influence purchasing decisions.

There has been a seismic explosion in the channels and tools marketers are using to influence purchasing decisions.

The goal for P-to-P marketing is to engage decision makers and influence their purchasing decision

If you feel a little out of touch with the whole marketing ecosystem today, don’t feel alone. There has been a seismic explosion in the channels and tools marketers are using to influence purchasing decisions. Now, effective marketing is a mash-up of traditional B-to-B and digital P-to-P strategies with tactical execution determined by company size and where the buyer to be reached spends the most time.

Content everywhere but what do buyers find most useful?

Content can take many forms. Eccolo Media, in collaboration with market-research firm Global Marketing Insite (GMI), with recently published the Eccolo Media 2014 B2B Technology Content Survey Report identifying categories for marketing collateral and what technology buyers in small, medium, and large companies consume when making considered purchase decisions.

16 forms of marketing collateral were identified:

• White papers
• Product brochures
• Case studies
• Technology guides
• Video and multimedia files
• Blog articles
• Infographics
• Webinars
• E-books
• Podcast, audio files
• Magazines and publications
• Competitive vendor worksheets
• E-newsletters
• Social networks
• Web slide show
• Tweets

Content consumption in the sales cycle

Breaking down the sales cycle into 4 phases to identify the most effective forms of content that buyers found useful:

Pre-sale (unaware of the problem) – Blogs, infographics
Initial sale (understands the problem) – White papers, case studies, video and multimedia files
Mid-sale (identifying solutions & selecting vendors) – Case studies/success stories, technology guides
Final sale (finalizing vendor and purchasing solution) – Technology guides, implementation scenarios

Relevant and high quality content plays a critical role in the purchasing decision. Marketers that understand this have the opportunity to engage, connect, and influence buyers throughout the purchasing process.

Social networks – perception and reality

Social networks are prime territory for distributing content. Determining which social platform to concentrate on for content distribution can be influenced by the size of the company you are trying to reach. Small and mid-size companies lean more toward Facebook, while larger companies consume more content from LinkedIn.

Twitter is also a viable network for reaching influencers and purchasers. Click-through rates from vendor posts are increasing because the short burst of information is usually accompanied by a link to a larger content library.

Blogs are also influential in the pre-sale phase to identify problems, bringing them to the surface for consideration.

One thing to remember is that with so much content available, buyers are becoming more selective in deciding which content is worthy of their time. Because buyers choose the time and place for receiving marketing content, formatting for desktop, tablet, and smart phone enhances the buyer’s experience.

Additional articles you may find of interest on this topic:

Why people-to-people marketing is replacing business-to-business in the aviation industry

Content development for aviation marketers is a communal affair

Getting social media to pay off

Please leave your comments or thoughts below.

Image credit: buchachon / 123RF Stock Photo

Social media: Media channel or purchasing influence?

Blog_93_crop

The ad revenue model is blurring the lines between social media and advertising

In the early days of social media it was hailed as the replacement for advertising. The interruption model of advertising was so twentieth century and the permission model of social media was the darling of the new millennium.

Brands that were early adopters were especially excited because they viewed social media as a non-commercial marketing channel. Instead of renting space in magazines or commercial time on broadcast networks, social media offered the hope of connecting with purchasers on a one-to-one basis for less cost. Brands flocked to Facebook populating their pages with helpful hints, events and special deals for those who “Like” their brand.

As social media platforms matured, it became apparent that in order to sustain their business they needed a monetization model to pay the bills.  Google figured this out early. Ad Words (the purchase of key word search terms) made Google extremely profitable and allowed the search engine to continue to provide a free service.

Social media platforms such as Facebook, Twitter and LinkedIn had lots of users but struggled with developing a monetization model. The one thing they did have were copious amounts of data about their users. Access to this data was attractive to the advertising community. It held the promise of being able to target advertising to an individual user based on their profile, interest and browsing habits.

Social media channel?

As the social media platforms grew the sheer number of users dictated that brands develop a social media strategy instead of just maintaining a presence.

Social media platforms responded by offering sponsored advertising.  Sponsored advertising solved several problems:

  • Now the social media platforms had a monetization model leveraging their vast proprietary database.
  • Brands could better target their advertising based on the users profile.
  • Digital analytics provided a rear looking ROI measurement.

So what began as a non-commercial peer-to-peer network is transforming into a branded media channel.

Using social media to influence purchasing

The premise of social media is word-of-mouth advertising. Brands understand that a negative comment or a positive review can affect brand perception ultimately influencing the purchasing decision. Many brands have adopted social media as an inbound marketing channel.

For example:

  • Airlines producing their pre-departure safety videos to become branded forms of communication.
  • Firms like GE have dedicated social media pages about locomotive and jet engine engineering and production.
  • Dell computer uses social media to answer customer questions and solve technical problems.

All of these strategies have one thing in a common – to connect, engage and influence the purchasing decision.

Additional articles you may find of interest on this topic:

Using social media to gain customer insight

Finding the sweet spot for social marketing

Social marketing begins with the correct strategy

 Please leave your comments or thoughts below.

Is your website attracting customers or sending them away?

Is your website attracting customers or sending them away?

Interesting content, fresh design and a good user experience invite participation

More often than not aviation component manufacturer websites are more like electronic brochures than conduits for nurturing customer relationships.

Aviation marketers that practice people-to-people marketing create vibrant websites with a clear vision of what the site is charged with accomplishing and the appropriate strategies to get there.

Vision examples may include:

  • Customer portal to access account information and order placement
  • Configurator engine for designing and ordering custom components
  • News and announcement sections for public relations efforts
  • Blogging platform to increase social media presence
  • E-commerce site equipped to handle orders and monetary transactions
  • Investor information for acquiring interest from Private Equity and Institutional investors

Each of the aforementioned examples requires specific navigation, design, content and programming to provide a superior user experience.

Vibrant website are responsive, easy to maintain and update

WordPress is a popular open source programing language that is quick to learn, requires minimal coding experience and provides a platform for easy content updates.

Elite WordPress theme developers license their website designs to individuals and companies. Usually the site designs come complete with page templates, coding files and Photoshop files for custom page design. In addition, many sites now are designed to be fully responsive – meaning they will automatically display on desktop, tablet or smart phone without additional programming. This is becoming increasingly important as usage trends are predicting that mobile platforms – smart phones and web enabled tablets will be more popular than internet desktop use by 2015.

The key to taking a WordPress theme site and making it your own is having the availability to customize the following:

  • Color pallets
  • Backgrounds
  • Short codes for special features
  • Fonts
  • Banner graphics – slide, dissolve, etc.
  • Blog page templates
  • Page divider graphics
  • Multi-column page format

One excellent feature when posting to the news, announcement or blog pages is the capability to short link the page URL using Bitly or Google and post updates to your Twitter, LinkedIn and Facebook pages. The abbreviated post will link back to the site for a complete viewing of the release or article.

Another key feature is the comments section. This provides visitors and customers with an avenue to join in the conversation and start the relationship building process.

A word of caution about how different browsers may display the site content. Safari, Google Chrome and Firefox are pretty good about staying current with responsive website design. Microsoft Internet Explorer can be challenged to display correctly due to operating system version and configuration. It is best to trouble shoot the site on both PC and MAC and several mobile devices with different browsers to determine if corrective programing is need for proper site display.

A vibrant people-to-people marketing website contains your latest twitter feeds, pintrest postings, content about your industry, events you will be participating in, and links to your blogs and social media channels. It also visually tells customers and potential customers that your are active in social media and understand how to maximize the power of people-to-people marketing.

Additional articles on this topic you may find of interest.

How to build a connected brand

3 ways social media can help build your brand

How mobile application development drives people-to-people marketing

Finding the sweet spot for social marketing

Please leave your comments or thoughts below.