A survey of marketing pros by Reveries magazine a few years back remains timely. Three significant “points of pain” emerged:
You. The biggest reported “pain” was someone else, either a client or an agency person. More than 80 respondents identified someone else as their biggest pain; either not understanding issues, plans, goals, strategies, not buying into programs, subverting or discounting them or abandoning them before completion.
Information. The second biggest cluster of “pain” focused on not having enough information. More than 60 respondents noted that they did not have enough sound information to guide them. Of these, there were at least 23 mentions of not having the tools to effectively evaluate ROI or other results, not having relevant information in general, not enough information to develop effective messages, to select or assign media to create plans.
Resources. The third cluster had to do with the “pain of not having enough” – i.e., budgets, people, time to getting things done, or adequate systems.
Several noteworthy comments from respondents:
“Lack of respect within my company for marketing as a profession. We are still in the mode of “anyone can be a marketer.”
“The greatest Point of Pain is to gain the customer insight.”
“The point of pain – marketing people having no clue as to what their value proposition is, with no passion or sense of custodianship. This lack of involvement simply trickles down to the consumer, who in turn is lambasted with tired and frustrating brand messages. The result, consumers devoid of any meaningful relationship with their brand.”
“I’m pained by clients that don’t think like customers, forget that they are customers too, and are too internally focused.”
Insights gleaned and applied:
Have a clear-cut marketing strategy. Define value of planned activities, expectations on results and ensure that it is understood and bought into upfront.
Information is certainly not the issue today. Sorting through data and knowing what matters and what is important to apply is the issue. Forming insights into strategy remains an art.
No passion = no connection with consumers. Act like a consumer, think like a consumer and find the point of passion, not pain.
“Let’s have the receptionist handle the social media.”
… said no CEO that answers to a board. While that company wastes the most efficient media and the engagement opportunity with fans, their competitors are treating social media as seriously (and correctly) as other advertising. Regain your competitive balance, hire an expert to handle your social media.
Customer care through social media is a must.
Integrating customer feedback is a must-have in a social strategy. Imagine being a store manager and addressing a customer issue. Instead of it being a private conversation, you have hundreds of people gathered around watching and listening to your response. That is the impact of handling consumer questions in social media.
Consider these facts from Peter J. Solomon Co.:
“32% of social customers expect a response within 30 minutes”
“46% expect it within 1 hour”
“80% of negative social comments can be turned into a positive if the response is quick enough”
1% increase in engagement leads to 11-12% increase in the likelihood of the customer returning
Fast social response builds brand advocates. IF it is accurately addressing a solution, it is keeping with the standards of the brand and not simply offering an apology. Give the consumer a story that you’d LOVE them to share.
Self-service technology can hinder brand touchpoints.
Consumers increasingly prefer self-service due to speed and control. While providing this solves immediate consumer concerns, it may limit opportunities for valuable brand connection points. Consider ways to inject brand culture along the touchpoint path.
GRM uses tools to execute social media, but we also have people engaged in the pages of our clients daily looking for opportunities to respond, start a conversation and simply engage person to person. No substitute.
“It ain’t brain surgery… but it can be complex.”
… said an enlightened participant from last week’s GRM / UGA Social Media Marketing Bootcamp. The social media Bootcamp in partnership with University of Georgia’s Grady College of Journalism will be returning this fall. Stay tuned for specific dates.
Our team will be the instructors for the Georgia Center for Nonprofits: Certificate of Nonprofit Social Media series, beginning April 3, 2018.
There is lots of marketing talk related to loyalty, customer retention and how to leverage digital media for fantastic results. But, the reality: most loyalty and traditional frequency programs have dubious payouts. They may trigger initial response and traffic, but most fall woefully short when analyzed against the real overall return against costs.
Instead, what has motivated people to act for hundreds of years, still holds true today. Good ole “word of mouth,” or referral.
And, the best brands have the most effective marketing vehicle ever invented or discovered – their own zealots! Zealots, as defined in marketing terms, are passionate followers or customers who identify with the brand personally.
Harvard Business Review in a compilation of research determined the number one indicator of long-term brand profitability was… the likelihood of a company’s customers to recommend their product or service to others. Referral.
We have entered a new phase that requires us to redefine and revisit how we establish and build loyalty. When we think about what creates loyalty, we tend to think in transactional terms, starting with loyalty programs. For decades now, airlines have locked in passengers with frequent flier programs. Today, the retailer without a loyalty scheme of some kind is the exception, not the rule.
With the rise of Big Data, such programs are becoming more robust and tailored to consumer wants, needs and motivations. But they inherently offer external rewards that pay us as consumers for our frequency of visit/purchase. In effect, consumers must first “earn” the reward. Shouldn’t the opposite be the case – the business earning customer loyalty?
“Zealotry Marketing” is about creating programs that have a primary goal of generating referral. If referral is the best indicator of long-term profitability, then it makes sense to us to use that as the starting point for creating marketing programs – not merely looking at referral as an indirect outcome. This has led us to a revolutionary perspective on the classic marketing principles of targeting, what is creative, how social media can be an effective touchpoint. And, heresy for old-school marketers, the most effective marketing may well come from operations and service delivery.
This is the story of Zealotry Marketing. Real loyalty begins with a company not just ‘advertising’ rewards, but exceeding consumer expectations. An approach that can be integrated into any company. It does require a passion to understand and delight those who love your products. Zealotry Marketing transforms the traditional loyalty equation.
Insights gleaned and applied:
Referral is the surest long-term measure of brand profitability.
Consumer insights, willingness to exceed expectations and passion for what you deliver is critical to building a zealotry marketing program.
What are you doing to create zealots?
You are invited to join the conversation by commenting publicly or privately to this article on Twitter @findingZealots. If you are motivated to do the right thing and inquire about engaging GRM in your business, please respond directly to this email.
We are so excited to partner with the Georgia Center for Nonprofits for another Social Media class!
In this five-part certificate series, you’ll rapidly advance your understanding of social media practices for nonprofits, building a broad foundation and focused expertise in topics like advertising and analytics. Each course will feature tools and tips which you can apply immediately.
Learn more about the courses here.
Make sure you join us for our social media bootcamp! We’ll be providing a informational and hands-on similar on how social media marketing can be used for businesses, for your job, and even for career advancement. This year, we will be in Athens for the first time on October 27 and 28 and in Buckhead on November 18. Sign up today to reserve your spot!
GRM’s television campaign for CURE Childhood Cancer was awarded the southeast EMMY for nonprofit television at the recent awards show in Atlanta.
We are particularly pleased that the incredible story of a Kennedy Cobble, a true warrior against the ravages of cancer, gains additional exposure!
A carefully crafted social media program engages both your ‘zealots’ and others interested in your cause. It also can be legitimately be categorized as a program expense. We can explain how.
Social is not primarily a fundraising vehicle. It is a necessary for getting the word out on specific programs, for providing timely information on evidences of mission and most importantly, engaging followers in online conversations related to mission and programs.
Lori Jacobwith speaks to a number of groups on the value of better storytelling to aid fundraising. She has a six-step process she shares widely with groups. ln particular, we amplify three key points:
1. Make the story personal, about a real person. Telling their story to another person.
2. Connect outcome or impact to something that your organization provides.
3. Keep it moving, keep it emotive and keep it short.
In Jeopardy the answer would be, “vision and mission.” Any veteran development professional will know the correct question: “What motivates donors to give to charity?”
The fund raiser’s ability to express with clarity and passion an organization’s vision and mission lies at the heart of the development process. We design and present our message to appeal to the hearts and minds of prospective donors, and the strength of our appeal determines our success.
Google is penalizing non-mobile responsive sites.
Here are some tips to help your site:
Facebook Instant articles. These articles are an easy way to optimize pages for mobile visitors and decrease load times.
Blogging. An excellent platform to reach potential followers as it resonates with search terms.
Installing a donate button on Facebook.
Live stream. Using Twitter’s Periscope or Facebook’s live stream feature are excellent ways to engage supporters.
By making the most of social media applications and opportunities, organizations can improve their search ranking and thereby reach a larger interested audience.