Posts Tagged ‘customer engagement’
The Real Role Of Storytelling In Marketing
When we think about using storytelling as a marketing tactic we often get confused about the purpose of the story. Most marketing tries to tell the story of the product. We invite prospective customers to pay attention to our widget by describing what it does or why it’s better and think we’re telling a story.…
Read MoreLessons From The Best In B2B Brand Storytelling
It’s easy to think of great examples of B2C (business-to-consumer) brand storytelling. The list of B2C companies that leverage storytelling to engage with their customers’ grows daily. The perception in many B2B (business-to-business) companies is that it’s easier to engage with customers through story when you’re selling running shoes with a dose of ‘Just Do…
Read MoreTalk When Your Customers Are Listening
The Content Marketing Institute recently reported that Fortune 500 brands were missing an opportunity to increase engagement with Instagram followers because of the timing of their posts. It stands to reason that we have a better chance of being heard by our customers at times when they are listening—not when it’s most convenient for us…
Read MoreTrue Advantages
If I asked you to list the advantages any global brand has over its competitors you’d likely think of things like access to capital, distribution networks, and other resources that the average business doesn’t have. But these brands are the outliers. When it comes down to it, most businesses have access to similar resources, raw…
Read MoreThe Difference Between Average And Exceptional
The service at the restaurant is only as good as the investment the manager makes in staff training. The quality of the website’s user experience is a reflection of how many hours the developer spends testing and tweaking. The hours of research the journalist conducts before writing a single word shines through in the genius…
Read MoreResponsive Marketing
There are two approaches to selling memberships at the local gym. The first is to show the prospective member the facilities—highlighting the abundance of equipment and classes, and then to offer a ‘limited time only’ joining discount. The second is to spend time listening to the reasons why he wants to join in the first…
Read MoreEverything To Everyone
While I was consulting with a client last week we got talking about people who had built powerful personal brands and the reasons for their success. When we stopped at one in particular, her reaction was immediate. “I don’t like him.” she said, as her nose wrinkled. Of course, she has never met this person,…
Read MoreThe First Rule Of Increasing Brand Awareness
Sustainable growth is the goal of every business and conventional wisdom tells us that in order to grow we need to command more attention. Ironically, when we begin thinking about how to increase brand awareness we often shift our gaze internally. We work on differentiating from our competitors. We articulate whatever we believe our edge…
Read MoreWhy Startups Fail
Take a look at this list of reasons startup founders give for failing. These are just some of them. The cost of customer acquisition, ahead of its time, wrong positioning, not enough income, no problem solution fit, wrong target market, low customer adoption, too early, not enough demand, no real audience and too much ego.…
Read MoreThe 12-Word Strategic Plan
Have you ever found it difficult to plan, communicate or execute on a project, idea or strategy? This 12-word framework will help you to get clear on where you’re headed and why—enabling you to lead yourself or your team and achieve your objectives. It works for projects big and small, both personal and professional. Use…
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