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.
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!
At GRM, our passion is helping good companies and brands succeed. Which is exactly why we’ve made a BIG move at our agency.
Social media is a large part of what we do for our clients. Creating content, managing accounts, and providing strategic insight and planning are critical parts of our day-to-day.
However, beautiful photos and witty tweets can only take a brand so far. Which is exactly why we are putting the most emphasis on the last point made above. Strategic insight has become the core of everything that we do at GRM.
Enter: Simply Measured.
At the beginning of the year, we began using the social analytics solution to help us bring each of our clients to the next level. It’s about making informed decisions, which allow us to provide exceptional results.
Here are a few of the reasons why we have started using Simply Measured:
It allows us to analyze our brands paid, owned, and earned activity from all of their social networks. We now have a greater ability to discover and communicate meaningful patterns from social data – giving GRM, and our clients, the opportunity to grow and develop their programs.
It has become our full suite analytics arm that helps us research conversations, competitors, and audience across all social networks.
It quickly highlights the impact of brand activities, as well as helping us see, share, and optimize real business outcomes for our clients.
By providing a complete social analytics suite and process, we are able to better understand the impact of our social strategies. Simply put, Simply Measured gives us access to information, analysis, and insight necessary to plan our clients’ strategies, measure their performance, optimize their tactics, and tie social activity to larger business outcomes.
Now, that, is an exciting tool.
We have learned that sharing real-life facts of EV drivers are popular amongst our EV Facebook audience. Users that are on the fence about driving an EV can hear first-hand from their personal experiences, enticing them to learn more. When it comes to electric vehicles, we never want to communicate like car salesmen to encourage a sale but instead highlight the benefits and improvements that driving an EV adds to the average user’s life.
Up until December 2015, FODAC (Friends of Disabled Adults and Children) hosted the majority of their fundraising campaigns in a traditional manner: meetings, mailings, and checks. But this December, FODAC had an immediate need for a new delivery truck. And we were confident FODAC’s social community could rally together to raise the $30,000 needed, which would be matched dollar-for-dollar by a donor. A steady email campaign, Facebook posts, video, and a social ad budget worked wonders. And by December 31st, their fundraising goal was not only met, it was exceeded. The new truck is being ordered and FODAC is going to be able to reach twice as many people, delivering and picking up equipment for those living with disabilities. What a great first-run with an online-driven fundraising campaign. We can’t wait to see what FODAC will accomplish in the future!
Check out what you are missing if you haven’t sent someone from your team to the GRM / UGA Social Media Bootcamps. Yep, they are back and the dates are already set January, March and April. Our Social Media Marketing Bootcamp is a full-day, hands-on seminar that includes case-studies and interactive exercises to reinforce the information you will learn. Be sure to sign up today!
Got room in your wallet for another ‘rewards’ card? Didn’t think so. In the age of smart databases, why should it be incumbent on you as the customer to keep up with a reward card, punch card or remember a membership number? Tracking past purchases should be a no-brainer.
And, so it is for Advance Auto Parts. To differentiate their loyalty program, they have shifted much of the ‘loyalty program’ responsibility from the customer to the company. They promote it as “no cards, no points, no nonsense.”
Our success in social media is due in no small way to practicing the same fundamentals used in traditional ad campaigns … and not simply pushing out ‘posts’. Content (or creative) has always mattered. Greatly. More from our friend Patrick Scullin: www.EmpatheticAdman.com