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5 Tips to Build Trust Using Content Marketing

1 Dec

Young business woman writing trust building concept. Isolated on white.

There’s no doubt about it: in today’s ultra-connected online community, public communication about customer experience travels fast. Whether good or bad, you can be certain that your business will be the subject of a Yelp or Google Business review at some point in its future.

While the thought of being the subject of a negative Yelp review can make some business owners lose sleep at night, your business’s online content can be leveraged to your advantage if it’s managed correctly.

When a business builds up a decent collection of positive reviews, it seems more reliable to prospective customers based on its positive reputation of credibility and trust in the community. In much the same way, content marketing operates on a similar level of established trust and reliability.

Thought Leaders Generate Trust in their Communities

When you use content marketing to your advantage, you become a subject matter expert in your niche. If the information you publish is reliable, consistent, and compelling to your audience, you’ll benefit from shares, likes, page views, and comments. In today’s social media-dependent marketplace, this type of connectivity helps to establish a high level of trust in your organization.

Consider the following tips when looking to establish a reliable flow of communication and authority in your industry:

1. Become a subject matter expert and a thought leader in your industry.

Focus on delivering hyper-relevant content in your specific niche so your customer base looks to you as an authority. Eventually, you want other businesses in your industry to consider you a thought leader as well, which can generate cross posting across industry experts and greatly improve the visibility of your business. This powerful combination enhances your credibility and boosts your audience’s trust in your brand.

2. Establish your brand voice and tone—and stick with it.

In order to nurture a long-term connection with your audience, you’ll want to infuse your content with a consistent voice and tone. Make sure your content writers have reliable guidelines to present information that is in line with your brand and reflective of your corporate persona.

3. Focus on influencers and connect with them regularly.

When industry experts share your posts and link to your products and pages, your business instantly becomes more credible to a wider audience.

4. Tap into your employees as solution-providers and brand ambassadors.

When you create empathy between your employees and your customers, you establish the foundation for trust. Your customers are human beings looking for a solution to a problem, and as such, they are seeking a connection with someone they can relate to on the other side of the transaction.

When your customers bond with your employees via social media posts and other communication methods, it establishes a relationship with your brand that transcends the cold disconnect that often pervades today’s automated business transactions.

5. Prioritize consistent content delivery.

When it comes to building your business’s reputation as a thought leader in your community, focus on delivering compelling, useful information on a regular basis. Not only does this prevent your website and blog from appearing outdated and stale, it lets your customer base know that you are on top of the latest industry innovations and techniques that present your business as the solution they need.

We’ve all heard the phrase about doing business with people you know, like, and trust. Try to be consistent in your use of these five tips to build that trust. You’re on your own in getting people to like you.

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The Sweet Reward of Saying Thanks

22 Nov

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During the holiday season, we often jump from Halloween right to Christmas or New Year’s and simply view Thanksgiving as the day we eat too much – and for me, watch the Dallas Cowboys game. (I’m still a Chiefs fan, but when you grow up before cable TV you liked the team you could watch.)

It’s unlikely you start your customer communication with politics or religion. The subjects are too volatile for most businesses to discuss. That’s why, as a business, it seems like Thanksgiving is the one holiday we should focus on.

At our house, every month, we get a box of Cheryl’s Cookies. They usually don’t last long, especially with kids, but they are just cookies. Very good cookies, but still just cookies. Unlike our B2B clients, where customers spend thousands, sometimes millions of dollars, these cookies cost us less than $20 a month.

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We recently received an overnight envelope at our house from Cheryl’s. It clearly  wasn’t our  normal box so I opened it (a highly valued activity at my house). What  did I find? A very simple  message: Thank you. No sales message. Not a coupon for  a repeat order. No offer to upgrade. A  note that simply said, “Thank you.”

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Thankfully, they also sent a small box that included a single cookie.

So what does this have to do with B2B or building materials marketing? It  was a reminder to me that we sometimes forget to simply say “thank you” to  our customers, our clients, our employees or other people we interact with  during our work life.

Why do we overcomplicate the process of simply saying “thank you” during  this time of the year? Is it because we don’t care about our customers? I don’t  think so. Is it because we are a business and businesses aren’t “warm and  fuzzy?” Possibly or have we simply forgotten that regardless of our roles or  interactions, we are still just another human whose plate is too full, whose day  isn’t long enough and who might just be taken for granted? There may be  something to that.

Yes, we are in Business to Business marketing, but we are still people to people and the old adage that you do business with people you know, like and trust remains true.

This year, don’t forget this simple act of a thank you to the people in your life. While trying to cut that single cookie into four equal parts for my family was not easy, we certainly appreciated the message and your employees, co-workers and especially your customers will, too.

So as we start the holiday season, I want to, along with the entire ER Marketing team, say thanks to you – our friends, our suppliers, our employees, our readers and especially our clients.

 

 

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Social Influencers for Every Industry

17 Nov

Try These Tips for Selecting the Right Social Influencer

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Social media influencers can play a critical role in your marketing strategy. Partnering with the right one can give you access to the influencer’s blog and social media channels, and connect you to a precise audience segment that your business otherwise may not be able to reach.

However, there’s a misperception that collaborating with social media influencers is only for consumer brands – fitness, fashion, video games – not B2B industries such as building products.

Partnering with the right social influencer can amplify your message with key audiences – regardless of industry. So how can your business identify the right social influencer? Try these tips:

Ask for Analytics

All major social media sites have robust analytics programs that social influencers can access. Before you commit to an influencer based on their subscriber count, have a conversation about their audience. Serious social influencers regularly review their stats to focus their efforts on top demographics. They know who’s visiting, what they like and how they respond. In the same way you request a report from a TV station before an ad buy, ask for a similar report from a social influencer. Not only will their response show a true mastery of their audience, it also will showcase a business sense that will help reach your target audience.

Look for Consistency

The size of the audience that follows a social influencer is one thing – reach is quite another. For instance, the YouTube view count to subscriber ratio is an important metric that shows the difference between a live marketing channel and one that may be too general. Look for social influencers who maintain a consistent view count for all posts, not influencers who seem to lose their audience and gain it back intermittently.

Find Subject Matter Experts

You’ll find your niche in the world of social influence by looking for people who’ve mastered their craft. Social influencers usually connect their rates to the audience size. If you find someone who’s early in their platform development but knowledgeable about the subject matter, you may be able to secure a discount for their services.

Material on the internet stays forever, so as an early influencer builds their audience, your sponsored content would continue to reach new followers. Subject matter mastery drives new followers to an influencer. In fact, if your brand is somewhat established, you may give a social influencer the boost they need to attract new audience members, which would benefit you both.

B2B or consumer, there’s a social influencer who can help connect you with your audience. The right one will amplify your message with precise audience segments your business otherwise may not be able to reach.

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Demand Generation Tips for 2017

27 Oct

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Most of our clients are in the midst or near completion of their 2017 marketing planning. An important element we’re discussing with them is their demand generation strategy.

Demand generation is a catch-all term that refers to the marketing elements your business employs to boost audience awareness and interest in what you offer.

As you consider your company’s demand generation toolbox, keep these online elements and tips in mind.

1. User-generated content

Most people spend at least a few minutes a day on social media. Facebook is the largest social platform with an average of 1.13 billion active users in June 2016.

Remember, when users share their experience with your company or how your product provided a viable solution to a sticky problem, their social media connections – as well as others who can see their content – are paying attention.

2. Audience engagement tools

Today’s customers don’t want to stand idly by while being lectured about the merits of your products and services. They want to engage and be part of the action.

Draw your customers in and keep them coming back with interactive content. Try infographics, quizzes, polls, videos, calculators and more.

3. Easy reading

Break content into bite-size chunks that can be easily read – and shared – in a short time. Use a story-telling narrative, as well as bullets and sub-heads, so info is skim-able, and web- and mobile-friendly.

4. Maximize budget

According to Hubspot, budgets for content marketing will continue to increase in 2017. Knowing how to effectively use resources is key to boosting demand and elevating your business.

Take the guesswork out of demand generation. Let’s talk about how we can work together to develop the tools your business needs to lead and achieve your marketing goals.

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Trade shows: What’s the real ROI?

20 Oct

People at an Exhibition

On the way home from the Remodeling Show and Deck Expo earlier this month, I found myself wondering if trade shows still matter. Let’s face it: Trade shows are expensive.

  • You build booths
  • Create collateral
  • Give away tchotchkes
  • Travel
  • Entertain clients

But the trade show budget spreadsheet doesn’t tell the whole story.

Trade shows are a rare opportunity for marketers to talk first-hand with customers – those actually using your product or service. It’s also a chance to meet in-person with your sales team and talk face-to-face about their stumbling blocks and opportunities:

  • What keeps your clients up at night?
  • Does your three-step installation process matter to clients?
  • Does the sales team really need new collateral?
  • What messages resonate with prospects?

Sometimes these responses are hard to hear. But they’re often the reality check we need to show where we should really spend our 40+ hours each week.

ERM clients attend trade shows worldwide. And most would likely put their trade show ROI on the high side.

Why?

They understand the value of candid customer feedback, seeing the sales process up close and learning about new products.

The real trade show ROI is the stuff that never makes it on the budget spreadsheet. It’s intangible and hard to assign a number.

It’s the knowledge you gain, the people you meet and the qualitative learnings that shape how your business moves forward.

For trade show tips and tricks, check out this ERM whitepaper.

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