Tag Archives: Tactics

I saw a video over the holidays and it got the better of me so much so that I have to say something because these types of videos just need to stop being created by “marketers.”

I’m talking about poorly conceived and produced online videos that we find on countless company websites and social media channels which are completely ineffectual.  You know the kind of video I’m talking about: it starts off looking like it was homemade and it never gets better; the on-camera ‘talent’ has none; it doesn’t know when to end; there’s an information overload going on which leads to boredom; no clear understanding of who the audience is; and most importantly, the “WOW factor” is completely hidden or missing.

Unfortunately, this is exactly what some companies have haphazardly slapped together in the name of “meaningful content video.”

As we all know, online video content has just exploded over the past couple of years and it’s going to keep getting bigger in the foreseeable future. For example, did you know….

1. Each day, over 100 MILLION American watch online videos, an increase of 43% since 2010.
2. About 46% of people say they’d be more likely to seek out information about a product or service after seeing it in an online video.
3. 70% of B2B marketers use some form of online video with their overall strategies.

Yet we still have too many companies that create and post videos which are visual train-wrecks that unfortunately their customers and prospective customers will see.  With that in mind, and so that the next video you develop has a chance to be all that it can be, let’s talk about what good videos have in common:

• Good videos contain real content
  • Good content should be engaging, relevant, and appropriate for the audience. Good content takes a stand. It has a voice, a point of view. It may be informative, useful, or funny but it always leaves you wanting more. Is the storytelling or narrative coherent and does it hold your attention? Does the content stay with you long after viewing it? Is the video like that of a woman’s skirt – short enough to be interesting but long enough to cover the subject?

• Good videos are truly interesting from the viewer’s perspective
  • Internet viewing has created a world of people with ADHD.  Viewers will click the second they lose interest, so you have to hold their attention on every frame. Your scripting has to be based entirely on the viewer’s wanting to know “what’s in it for me?”  I’ve written about outside-in thinking.  Here’s where it really comes into play.

• Good videos know who their audience is
  • Determine who you’re speaking to with the video. Are these new website visitors? Are they returning customers? What’s their mindset? How much do they know about your product or service already?  What do you want them to do next? What are their demographics?

• Good videos have a purpose and know where they’ll “live”
  • Prior to the video having been developed, company/agency folks have decided how they want to share the video given their communication plan and goals. Synergies between different online social media channels (Facebook, YouTube) and other uses (emails, blog posts, landing pages, registration pages and corporate websites) have been determined…as have offline uses. Shooting and editing a video only to then decide what to do with it then creates unnecessary messaging and expense issues.

• Good videos are leveraged
  • Good videos have relevant keywords incorporated into their descriptions and postings to insure they come up when searched.  Website or landing page URLs have been imbedded in the video for users to click (remember you WANT them to do something, right?).  The video is promoted through various means ranging from PR releases to e-newsletters, blogs, Twitter, Facebook, etc.

• Good videos have high production values and a consistent look/tone/feel
  • Cheap-looking productions imply cheaply products from the company.  There is a level of production value that really good videos simply don’t dip below.  The audio and camera work for good videos is such that one can easily understand what’s being said and view the video without feeling the need to click away due to poor audio or shaky camera work. On-camera talent is professional. Users can easily spot a poorly done video, and if your video is not well produced, it suggests that you do not value your product/service.  Also, a consistency of look and branding in your video to the rest of your marketing efforts is a must.

So whether you’re creating a testimonial, promotional, “how-to” or other type of video, the idea is to make sure that people find it interesting, worth spending the time to watch and that it leads to the desired next step. Repeated viewings of your video generally indicates a positive overall experience. Repeatedly having your video, or future videos, being ignored means, well, you know what that means.

“Be interesting, be enthusiastic…and don’t talk too much.”                                                                                                                               – Norman Vincent Peale

Like you, I’ve given companies, associations, causes, etc., permission to send me information on topics, product information and promotional offers. I knew going into this that some of these companies would be smart enough to know how to market online to their permission-based group and others wouldn’t have a clue. And I’ve been right on both counts.

Permission-based marketing is now at the heart of relationships between companies and their customers and prospects. People opt-in to receive your emails, “Like” your company on Facebook, subscribe to your website’s RSS feed or your You Tube channel, or follow you on Twitter or LinkedIn. But having permission to market to someone isn’t a license to bombard them with marketing messages.

In fact, not knowing when to “zip it” is a classic marketing mistake that too many marketing people make. If marketing is about building relationships with customers, over-marketing is the best way to kill the relationship and send the customer or prospect heading for the door. Just recently, yesterday to be exact, I came across a really interesting study entitled “The Social Breakup” prepared by ExactTarget, a company that provides clear evidence of what happens to customer relationships when the marketer comes on too strong:

• 91% of consumers have unsubscribed from permission-based marketing emails
• 81% of consumers have either “unliked” or removed a company’s posts from their Facebook.

Guess the biggest reason people break up with companies? (Drum roll)…Too much marketing. The study showed that:

• 54% of consumers unsubscribe when emails come too frequently;
• 63% of customers have “unliked” a company on Facebook due to excessive postings.

On that note, let me tell you a quick story about an industry association I did some freelance consulting for. Within their business specialty, they were the largest association in the country but people were increasingly not renewing their membership. After talking to the marketing department and executive management, two recommendations were made: 1) Cut in third the number of emails and direct mail pieces that were being sent out; 2) Find out why people were not renewing. Well, they didn’t like the first recommendation but did ‘humor’ me by taking my advice about doing the research.  When the member survey report was finalized it said that the #1 reason for members not renewing was a direct result of their being really bothered by the sheer number of emails they were receiving. Guess what the association did? They disregarded the research and went back to doing what they were doing…no lie!

So, how do you know when you’re over-marketing and about to kill a customer or prospective relationship? It can be a fine line, but here are some principles to guide your marketing planning to avoid this costly error.

1. Ask your customers. The best way to understand how customers and prospects feel about the frequency of your promotions is to ask them. If most tell you the frequency is “about right,” then you’re on the right path.
2. Measure your opt-outs. Count the number of people who are cutting off their dialogue with you by unsubscribing to emails, unfollowing you on Twitter, and unliking you on Facebook. If the numbers are escalating, over-marketing could be why.
3. Understand your customer relationships. A customer who rarely or sporadically orders has a different relationship with your business than one who orders all the time. Regular customers might welcome frequent promotional emails with special deals, but sporadic customers are more likely to be turned off by too much marketing.
4. Follow your own firm. Opt-in to your own promotions to put yourself in the customer’s or prospect’s shoes and find out what it’s like to be on the receiving end of your promotional messages. If even you get tired of hearing from your company, you’ll know it’s time to turn down the volume.
5. Deliver more value. People may opt-in in hopes of getting deals from you, but a lasting relationship between a brand and a customer goes beyond special promotions. When you deliver content, insights, access, and other exclusive advantages that only those who have opted-in can receive, you create real reasons for the relationship to flourish.
6. Coordinate your efforts. If there’s a few departments in your company sending out emails, Tweets, and Facebook posts to customers and prospects, this lack of coordination can create some permission-based chaos. In order to avoid over-promoting, set some boundaries and coordinate your efforts.
7. Compare with that of your competitors. Take a look at the marketplace to get a handle on the volume or permission-based marketing activities. If you’re marketing much more frequently than your competitors, you could be the smartest marketer in the bunch or the one that people hesitate to start a relationship with because you talk too much.

At the end of the day, people opt in because they want to hear from you. But if you disrespect the relationship by coming on too strong, customers and prospects will flee. Treating your customers and prospects well is common courtesy; treating their permission to market to them as a gift is even better…it’s a smart marketing strategy. Have a wonderful holiday season.

I’m so glad it’s over. Probably like you, my home phone was being called at an increasing rate the closer that we got to Election Day. Candidate faces and names were everywhere and on everything from direct mail to lawn signs, outdoor boards to TV and radio commercials.  As annoying as it was, there were a number of messaging strategies and tactics that caught my attention because they were executed exceedingly well, which we as marketers should consider adding to our communication toolkits for use tomorrow, next week or next month. For as we all know, your customer and prospects are still being bombarded with marketing messages each and every day by both you and your competitors.

So let me share with you some strategies and tactics used by politicians leading up to November 6^th  that are worth remembering.

1)      Understand the takeaway
Truth is, these folks do have some things to teach us marketers, particularly regarding messaging. They see the world a bit differently than we do, and use techniques most people didn’t learn in school or on the job, such as: It’s Not What You Say, It’s What People Hear. You can have the best message in the world, but the person on the receiving end will always understand it through the prism of his or her own emotions, preconceptions, prejudices, and existing beliefs. We focus too much of our energy on finding the best way to sell our message, and too little on understanding the filters consumers have as we deliver it. Political marketers care more about takeaways than inputs.

2)     Make it look good
Have you seen the biographic videos produced by the two Presidential candidates? They were extraordinarily well done. A number of other political ads were also well done from a storytelling and video perspective. They stayed on message knowing the one critical point (not 4 or 5 points) that they want to make sure was communicated. The videos were shot and narrated well. They didn’t hire amateurs to do their work but had expert writers and producers creating the content. Like with your business, there’s too much at stake to do cheap stuff because everyone knows what cheap means. People interpret what your company/brands stands for based on the quality of creative and the media channel it’s presented on. Don’t go out until you look good.

3)     Be the genuine article
Business marketing sometimes seems to stretch the truth a bit too much. When marketing messages are sufficiently public and sufficiently wrong, the press will get wind and call you on the truth of your marketing. Transparency of your brand could never be more important. It is less about giving the appearance of perfection and more about being genuine and human as we build relationships. While it’s critically important to tell your story and the benefits of your product or service, it’s not fine to lie about them. My mom use to tell me “Lies have short legs.” Meaning, you can’t outrun the truth …so don’t stretch it very far.

4)     You are who you say you are
In the world of politics, I would argue that there’s nothing as important as branding and having people recognize what the brand stands for. Brand consistency is always maintained.  Unlike politicians, too many companies struggle with this, swinging wildly from one branding concept to another. Everything from the taglines, to the logos, to the visuals has been choreographed beautifully. Get your branding figured out right now. Here are a few questions to ask yourself to determine if your branding is clear:

• Could your customers tell you what your tagline is?
• Could company employees draw your logo?
• Can any employee explain in 10-15 seconds why your company can do it better than the competition?

5)     Be social..not antisocial
Politicians don’t just post stuff to their respective Twitter or Facebook accounts and hope people will read it. Rather, they actually engage with their social media audience. They post images and video. They have their immediate families and supporters use social media regularly. How is your company using social media to spread the good word about your company? I’ll be the first to say that spending a lot of time, money and resources on social media is not right for every company, maybe even yours, but without some presence, you’re letting the competition become more visible and be seen as a legitimate business partner at your expense.

6)     Telling the story again and again
Why are some political ads annoying? Some of it is the content, but I think most of the annoyance is the quantity of political advertising as elections draw near. But politicians know one thing: without a communications budget that allows you to be out in the market in a way that shows you’re “a player”, you won’t get the job done. Far too many companies who do ‘invisible marketing’ base their companies short and long term success on thinking that customers will pick them over a brand that’s actively marketing and better known. The takeaway is that repetition is key …but too much repetition annoys.

As I said earlier, I’m glad the madness of the political advertising season is over but I’m grateful to have learned a few things because each and every day customers and prospects are voting who they want to do business with.  Let the winner be you.

by Rolf Gutknecht, Agent of Change (c) 2012

I’m not sure about you, but in the deluge of emails that comes my way each and every day, it’s real easy start deleting them without even thinking about whether there’s content that might make my life and that of my clients easier and better. So, I stopped doing that about 6 months ago and now take the time to open each one and at the very least scan for interesting info. Maybe I’ll see something about trends, or research data, facts, or a tidbit about helpful hints. Without doing so, I’d miss out on stuff I should know about and, respectfully said, that’s probably the case with you as well.

Well, with your indulgence, I wanted to share with you 10 pieces of information that you may not be aware of which in turn will help you grow your business by seizing on untapped revenue-producing opportunities. So, here goes:

• Recent stats released by Google show that 1 in 7 searches originate on a mobile device and of those, 1 in 3 are looking for a local business.  A report from IDC last spring forecasts that search traffic from mobile will surpass desktop and laptop based search in the next 2½ years.  With search and traffic trending toward mobile, what are you doing to ensure your online properties are constructed to support and look good on mobile devices? Opportunities could be lost otherwise.
• Are you having trouble finding content for your blog and newsletters? Luckily, there is a host of free tools that can make finding content for your blog or email newsletter easier, regardless of the topic. But before you start using these tools, you’ll need a list of keywords related to your hot topics. The five free content sources that can inspire ideas for your email newsletters, blog posts, articles and other marketing materials are: 1) Google Alerts 2) Scoop.it 3) Alltop 4) Digg and 5) Delicious.
•  Strategy = social media success. Research shows that organizations achieving the most success with social media are ones who select channels LAST. Instead, they formulate and follow a strategic plan, complete with objectives, target audiences, success metrics and more. Being everywhere is not the goal. Being effective at what you do is.
• YouTube delivers more than entertainment. A well-executed YouTube strategy can actually drive business to your company and boost search engine optimization (SEO) efforts. As the world’s second largest search engine, YouTube is a smart option for extending your reach through a branded channel or sponsored advertisements (the ones that precede videos).
• Email is the dominant digital communication channel of our day. According to ExactTarget’s 2012 Channel Preference Survey, email today is the channel they prefer for permission-based marketing messages. In fact, an overwhelming 77% of all consumers surveyed prefer to receive promotional messages from companies via email compared to 5% who prefer text messages and 4% who prefer Facebook. Today, if you want to drive retention and repeat usage, there isn’t a better way to do it than email.
• Although affluent Americans are spending more time online and adopting mobile devices at an exponentially increasing rate, traditional media channels still have great reach among these estimated 59 million US adults with $100,000 in annual household income, according to an Ipsos MediaCT survey released in September 2012. And when it comes to ad receptiveness, the largest proportion of affluents surveyed said they were most receptive to ads on TV, followed by magazines and newspapers.
• According to  eMarketer, tablet penetration will reach 29.1 percent of Internet users by the end of 2012. And according to another research study, tablets’ share of website traffic is on track to exceed the traffic of smartphones by early next year. Importantly for marketers, tablet consumers over-index among affluents: 60% of tablet users live in households with annual incomes of $75,000 or more.
• The rise of mobile shopping has been a bit of a double-edged sword for some marketers, especially retailers. With shoppers able to comparison-shop on their smartphones while standing in the aisles, there’s been a troubling rise in “showrooming,” the consumer practice of checking out products in store, then buying the cheapest one online. The two biggest challenges brick-and-mortar retailers face are getting traffic and then converting the traffic into a sale. Customer loyalty programs and manufacturer supported/paid-for in-store merchandising are on the rise. Due to the competitive environment, retailers are likely to lean harder on manufacturers.
• Baby Boomers make up approximately 40% of consumer demand and companies who see this audience as a big source of revenue are still relying on — and growing media budgets for — “old school” channels like newspapers, television and outdoor.  Online usage with the group is growing but “old” is still king.
• Based on the results of Exhibit Surveys, Inc. Annual Trade Show Trends report,  81% of trade show attendees in 2011 had the power to make a purchasing decision or influence the purchasing decision and 35% of attendees reported that their intent to buy was more favorable after visiting an impactful company’s exhibit.  This means that for businesses that exhibit, the value of attending trade shows lies not only in meeting decision makers or influencers in the buying process but also in building brand loyalty and brand awareness.

As I said, it’s easy to delete a bunch of good information that comes your way because of time constraints, being short staffed or being overwhelmed with email after email.  But this is all good information that I received and looked over before I hit the delete key.  If you’ve read this far, you’ve made the same thoughtful decision as well.

by Rolf Gutknecht, Agent of Change (c) 2012

The GPS is a wonderful invention for anyone who’s had to get somewhere they’ve not been before. Whether you get directions from your SmartPhone, Mapquest, Google Maps, dedicated GPS device or even the old paper map, there are only two pieces of data to plot your route: where you are now and where you want to go.  Sounds pretty simple, right?  Yet how many companies, maybe even yours, have launched into a marketing campaign without really considering these things!  Unfortunately, not having a clear picture of where you are now and where you want to go leads to not getting anywhere because one critical factor is missing: a overall marketing strategy.

Time and time again in speaking with CMO/VP/Directors of Marketing for companies large and small, they tell me that they need to execute marketing programs, but then tell me they “don’t have time to develop a full  strategy.”  I’m not kidding. It’s actually easy to understand, given all the exciting marketing tools available today, including social media, email marketing, location-based apps, etc. It’s easy to confuse these tactics with strategies. Too often I see people focused on the newest and sexiest marketing tactic du jour without any appreciation for how it fits in an overall marketing strategy. I’ve also seen entire marketing plans that consist of nothing but a series of tactics strung together one after the next without an over-arching marketing strategy.

So, what’s the difference between strategy and tactic? A strategy is the broad roadmap that defines where you are now, where you want to go and how you’ll get there – taking into account your product or service, what the competition is doing, which direction the market is heading, and what you’ll need to do and say that gives your company the competitive edge. It’s the big picture. Tactics, by contrast, are the specific tools you use to do this: Write a blog. Send out a newsletter. Develop an app. Run an ad. Be more visible at tradeshows. Etc.

It’s easy to start with the “how” but if you haven’t identified the “what”, you may find yourself spending a lot of time executing tactics that don’t take you where you want to go and in so doing, you’ll be wasting time, resources and losing out on sales-producing opportunities.

The confusion compounds when I hear some marketing folks talk about their organization’s “online marketing strategies” given all the attention to social media, online and mobile tools. You shouldn’t have an “online” or internet marketing strategy any more than an you should have an “offline” strategy. What you do need is one, single integrated strategy that looks across all delivery platforms whether online or offline, print, broadcast, or mobile. Your customers don’t have an online self and offline self and neither should you. Think holistically about all your marketing initiatives. Otherwise you’ll drive your customers and your own team crazy.

So at the end of the day, executing marketing tactics without having a well-developed integrated strategy is like leaving your roadmap tools at home and taking off on the drive without concerning if you’ve chosen the right road, highway or turnoff. You wouldn’t haphazardly set off on an important trip in your personal life so why let it happen with regard to your company’s marketing activities. You’ll never make it to the right place taking the wrong roads.