Millennials Want Your Brand to be Authentic

This HuffPost article isn’t brand new but the points are ones heard from many arenas. Matthew Tyson’s article is titled “Millennials Want Brands To Be More Authentic. Here’s Why That Matters.”.  He talks about how millennials are not influenced by traditional advertising and they will soon be the group with the largest market impact. That matters. Firms will need to evolve and work with this changing reality. Tyson says millennials want to be engaged and they want brands to be authentic.

Tyson goes on to give his view of what companies can  do to be more authentic. His recommendations are for companies to communicate more, be transparent, be relevant, and to care. It’s a quick read but within each category he raises some interesting points.

How is your firm addressing the evolving marketing place?  Share with us how your firm is changing to stay relevant for millennials, we’re interested to learn from your experiences.

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Personas – mistakes to avoid

Do you use personas to help shape your content and programs?  This article by Jessica Vionas on the Business2Community site points out some traps to avoid as you are developing buyer personas. Mistake number one is making assumptions.  Many of us have been guilty of that, especially if you do not have funds for research.  Ideally you would be able to interview a subset of your customers rather than rely solely on market research.  Just don’t skip research! Use that knowledge to create fact based, not assumption based, personas.

Once you begin to develop your personas the article suggests not slicing and dicing too finely.  How many personas do you really need?  What differentiates one persona from another?  Roles are often used but is it really the role the person is in or is it the challenges they face which are the key differentiators of your various personas?

We hope the last mistake covered in the article is not true for you – creating personas and then not using them!  As the articles says, that is “just silly”.  I suspect some might have even stronger language for that situation!

Do you have fact based personas that you use as you develop content and programs?  Share your experiences in how they have helped you be successful. 

Is your business getting the most from micro-moments?

Are you part of a B2C company? If you’re not, you no doubt interact with them as a consumer, so the following is relevant to all of us. A recent Salesforce blog post  titled, “Micro-Moments to Transform the Customer Experience”, starts off with a bang: 

“According to the fourth annual “State of Marketing” report, here, brands are increasingly competing on customer experience. In fact, 52% of B2C customers are likely to hop to the competition if you aren’t delivering a personalized experience.”

52% is an astounding number. The article focuses on “micro-moments”, a term credited to Google. Micro-moments are all those time consumers turn to their mobile devices to answer an immediate question. They are key opportunities to present a great customer experience and even to increase customer loyalty. Each time we look for a review, check on status of a shipment, pull up tickets on our phone and so forth are key elements of our relationship with any business, including yours. 

The blog post has stories from many different companies about how they are using these micro-moments to improve the customer experience. It’s worth a read, it may spark a great idea for your company!

Vote for 2017 Advocate Marketing Program of the Year – Deadline is Nov 24

BAMMIESThe Best Advocate Marketing Awards (BAMMIES for short) are produced by Influitive and designed to showcase the great strides that are being made by B2B marketing leaders who are working with their advocates to drive brand, demand and revenue. 

The BAMMIES are awarded annually.  The 10 categories include “Building Event Buzz with an Advocate Swarm”, “The Advocate Marketing Hall of Fame”, and the big one – “The Advocate Marketing Program of the Year”.  You can vote for the winner of the latter category, which is awarded to the program you think has delivered measurable value through inspiring and flawless execution. Vote here.    

Here are the 2017 Advocate Marketing Program of the Year finalists, congratulations to all!

  • Ceridian HCM
  • Cisco
  • DocuSign
  • GoGuardian
  • InTouch Health
  • Pearson
  • PowerDMS
  • Staples 

Hurry, voting ends Friday, November 24 at 5 pm EST. Winners will be recognized at the Best Advocate Marketing Awards ceremony at Advocamp on December 6th-8th, 2017, in San Francisco.

Longer attention span: your target audience or a goldfish?

Longer attention span: your target audience or a goldfish? Hard to believe but the average person’s attention span is now shorter than that of a goldfish! An article in Time Health quotes a Microsoft study which shows a human will pay attention for 8 seconds and a goldfish for 9!

Our digital lifestyle may make us better multitaskers but we’re also easily distracted. There is a lot of content out there, coupled with short attention spans, it’s not easy to stand out from the crowd.

This  post from RO Innovation makes the case that video can be the way to go instead of the case study format. Our brains actually process video faster than text.

Think about how video might work for you as you share stories of your customers and your brand. Our clients have a clear need for written content but we’re seeing an increase in the desire for video. Often times our interviews will become both short and compelling video pieces and a complimentary case study with greater detail. We’re about to send a team to Australia for a second time this year to create video and written case studies for our clients. There are a lot of interesting customer stories among Australian businesses! Whether your customer is in Australia or right next door, think about the format which will tell their story best.

IDC Research: The Role of Marketing in Customer Advocacy

Our partner, Influitive, has a variety of great resources for those in the customer advocacy field.  One is recent research from IDC, The Role of Marketing in Customer Advocacy which you can download here.  

The world has changed, how buying decisions are made has changed, and customer advocacy is more crucial than ever for continued business success. The report has interesting commentary and charts about how advocate marketing staff splits their time among their many responsibilities and which advocate marketing tactics are most common.  There is also discussion of common barriers and suggestions for key success metrics.  The research concludes with recommendations for success. 

This is worth a read.  Let us know if the content resonates with you.  Is this is what you are seeing in your industry, with your clients?  Interested in your thoughts!

Facebook: 500 New Users Every 60 Seconds

Whether personally or professionally, it’s likely you use Facebook.  Just last month Facebook hit the milestone of 2 billion, yes billion, users.  Nearly 25% of the world’s population uses Facebook.  These stats and others are in a recent post from Business2Community by Mandy Edwards, 20 Facebook Statistics for 2017, here.  

Did you know Shakira has the most Facebook fans of any musician? Or that 85% of Facebook video is watched without sound?

From a business perspective 40% of Facebook users have never liked a business page, yet Facebook is the social platform marketers say is most important.  If you have decided Facebook is a good channel for your business, how do you make your business page stand out? Are you reaching your social, and more specifically, your Facebook goals?  Let us know.