Client Service

Here's the Difference Between Content Marketing and Social Media

When comparing content marketing and social media, I love to use this analogy, “if content is king, than distribution is queen.” When you have a good content marketing strategy with strong social media presence, you end up with a full royal court in your marketing team.

 

Content marketing is a device used by companies to educate, inform or entertain customers or prospects by creating attention or causing behavior that results in leads, sales or advocacy. Social media is used by customers and prospects to communicate among themselves, and occasionally with companies. This communication can result in leads, sales or advocacy, but is often less structured and conversational, and can be reactive too, as social media is increasingly used as a customer support channel.

Read more from the source: convinceandconvert.com

Content Marketing vs. SEO: The Truth Behind A Ridiculous Debate

Everyone wants to pit SEO against Content Marketing, as if we need to choose sides. However, SEO thrives off of content, and content marketing focuses on creating ‘great’ content. Really, they should co-exist like peanut butter and strawberry jam co-exist on the same sandwich.

 

We create content to support our marketing objectives. If we’re doing this wisely, a vital part of our execution strategies should be focused on optimizations that will increase the probability that our content will be discovered via search.

Read more from the source: Content Marketing Institute

Using the Performance Framework to Clear up Your Business Data

Don’t Get Buried by Business Data, Use it to Tell Stories

Here at Right Intel we live by the words of the late Herbert Simon, “Wealth of information creates a poverty of attention.” In today’s world of big data, and business intelligence, marketers are buried in data. The question is: How do you organize this data and use it to your advantage?

Performance Framework

No matter the size of a company, you know that staying on top of your metrics and analytics has become vital. There are more than enough companies trying to win your business by showing you the latest and greatest measurement, metrics, and stats capabilities, but what does that accomplish? Now that you have all of this data, there needs to be a way to take advantage of it. You need to be able to analyze the data, and get the information to the people who need it most.

A “performance framework” is just the key to get everyone in the team or company on board and always up to date, what is working, and what needs to be fixed in the current systems. This type of strategy will put your entire team on the same path, working towards the same end. A performance framework helps you in the following:

  • Guide the creative process
  • Streamline how data is gathered and measured
  • Guide the actions of the marketing teams
  • Connect insight with strategy

How to Build out your Performance Framework

Set KPIs for each stage of the customer journey.

 

To get started with your framework it is important to understand you customers’ path to purchase. Within this framework you want to have a single objective for each part of your funnel and identify the key performance indicators (KPIs) that will accurately depict your current state. To define the top of your framework, you need to:

  • Define contact points
  • Set and define conservative Benchmarks
  • Define your goals
  • Compare to your competitors

Add supporting data to validate your main objectives

After establishing these main objectives and KPIs, it is crucial to keep on top of all of the other analytics and measurements that support the main KPI, and which will ultimately be your point of reference for each objective, as well as being how you compare yourself to the competition. Remember that these can be quantitative as well as qualitative.

Engage

Once there is a solid foundation of Indicators, and set objectives, the next step is getting that information to the people who can use it the most. Passing this information on can either make all of the measurements useful and drive everything towards the collective goals or make the work and measurements worthless.

To make sure you’re in the group that hits your goals, it’s important to engage with the whole team or organization to effectively communicate the “how” of each goal. Everyone must be able to see what metrics are being used to measure efficiency, and have a basic understanding of how the team intends to meet those goals. The people closest to the data can provide the best insight and can help tweak or change the framework if there is an issue.

From Search to CMO

In May Chuck Sharp, CEO of Right Intel, gave a presentation to the Salt Lake City Search Marketing professional group. The presentation focused on how CMOs in today’s business are bombarded with data, and yet can seem to focus on the ones that make a difference. The performance framework is key document to help organize this data. You can see the complete presentation below.

If you have questions, or would like to get more information of a performance framework for your company please drop us a line.

Surprising Facts About Customer Loyalty Marketing [Infographic]

Loyal customers (those who visited stores at least 10 times) account for about 20% of the company’s customers. And that 20% drives 80% of a business’s total revenue and 72% of total visits.

Though 63% of marketers consider customer acquisition to be the most important advertising goal, successful companies know that engaging their loyal customers is critical to their bottom line.

Recently, FiveStars performed an analysis of 14 million store visits from more than 1 million customers, as well as the results of loyalty programs from over 2,000 businesses. The study found that loyal customers (those who visited stores at least 10 times) account for about 20% of the company’s customers.

Businesses, however, shouldn’t scoff at the deceptively low percentage. That 20% drives 80% of your business’s total revenue and 72% of total visits to your business.

According to FiveStars, “depending on the vertical, loyal customers can account for up to 84% of total visits.” Best of all, loyal customers spend 10 times more than new ones.

Read more from the source: MarketingProfs

Brand Love for the Long Haul: Five Tips for Lasting Connections With Customers

Should your brand ever hit a bump in the road (as all good relationships do at some point), you can take a step back and look at it from a human perspective. Apply these ideas for lasting connections with your consumers.

The exhilarating rush of new love often feels like it will last forever. But anyone in a long-term relationship knows that love’s initial flames often die down, replaced by a more stable bond that needs some juicing to stay healthy for the long haul.

Brand relationships are no different. Keeping a fiery connection takes some work.

To unlock long-term love for our brands and set the stage for strong lasting connections, one simply has to look at and apply basic human relationship principles. Here are five ways you can keep the spark alive and forge a devoted, lasting connection to consumers.

1. Spend quality time together

Companies work really hard and spend a lot of time marketing brands. But you can also spend one-on-one active time with your own brand to understand and experience its core behaviors, benefits, and experiences. As a result, you’ll truly feel its value and make sure it hasn’t lost its way. Whether your category is technology, CPG, or retail, sit with your products, experiences, and expressions and bring an open, objective eye.

Reality show Undercover Boss puts senior management in the trenches to understand the day-to-day realities of experiences they provide, and the people who manage those experiences.

Fast food giants are known for putting management boots on the ground. Domino’s CEO and franchise leaders created major waves of change after eating a lot of pizza (and commercialized the transformation) while McDonald’s regularly sends corporate staffers into the field to serve.

It’s never a loss; the time you spend can reveal strengths and weaknesses you never new you had.

Read more from the source: marketingprofs.com

Purpose-Driven Marketing: The Missing Ingredient When Growing a Brand

Purpose-driven marketing is challenging, especially when developing the strategy internally. Analyzing one’s own customers and competitors and then recognizing the necessary changes are professional skills that are developed over time and with experience in many different markets.

With traditional businesses trying to run more like a startup and startups trying to reach the growth of a traditional business, brands are constantly looking to improve in an effort to keep up.

And whether growing the business, rolling out a new product, or repositioning the brand, there are a few crucial guidelines for implementing that vision–all of which should consider the role of purpose-driven marketing.

Purpose-driven marketing is used to grow and sustain a business, but the overall idea is to help a business understand where it’s going and then act effectively.

Here are four questions that will help you understand your company’s purpose and its ability to change.

Read more from the source: MarketingProfs

Dial 415-665-0001 Access Code: 663-075-664

If you have trouble accessing WebEx – you won’t miss that much visually – here’s the phone number!

Dial 415-665-0001 Access Code: 663-075-664 at 1PM ET Today (6/6) to hear marketing leaders from Gap, GSD&M and Tribal DDB in a live discussion featuring Forrester Research’s Jim Nail. No cost to attend.

Read more from the source: rightintel.com

Right Intel Webcast 6/6/13 @ 1PM ET

We’ll do it live!

Companies drown in marketing data yet starve for actionable insights. We will discuss what works and what doesn’t by exploring what quality insight looks like, who creates it and how to make it actionable. Join international retailer Gap along with full service brand agency GSD&M and the digitally-centric global advertising agency, Tribal DDB in a conversation hosted by Right Intel and featuring Forrester Research.

Register here for free.

The 12 Smartest Media Agency Execs in the Business Today

Nice work Scott!! Annalect is a great client of Right Intel.

Three years ago, Annalect was just a scribbled idea on a cocktail napkin. These days, it’s an 850-person global organization that Omnicom chief John Wren praises on Wall Street earnings calls, describing it as a transformational force in how agencies leverage information.

When Omnicom Media Group CEO Daryl Simm approached Scott Hagedorn to create the new digital, data and analytics platform, the then-CEO of PHD might have thought twice. He’d just helped land the $950 million GSK business.

Read more from the source: AdWeek

Account people are magic.

Insights on Magical Client Service by Robert Solomon, “Art of Client Service” Author.

Last April, in a post called, “‘It seems so simple, why is it so hard?!?,'” my friend Kristi Faulkner said that being an account person, “requires one to be a ringmaster, a quarterback, a shrink, a cheerleader, a peace negotiator, a political strategist, a public defender and a field Marshall all in one. Not many people have the unique combination of skills it takes to do it well without cracking. The pressure is enormous, and good account people sweat every detail without letting anyone ever see them sweat.”

Read more from the source: adventuresinclientservice.com