How To Make Your Business More Relevant...
Transforming your brand is a journey and test can be a test of wills.  A combination of what is working, what should have worked and what was a disaster is often an eye opener for even the most hands-on business owner. 

When we come into a company, we look at the challenges, obstacles, tools and resources as a precursor to the evaluations.  Making sweeping changes is not the immediate answer.  Getting the 30,000 foot overview and working to overcome the road blocks after we understand the goals and objectives is the longer path to success. 

We always ask: "When is the last time you and the decision makers sat down together and collaborated"?  Here are some key components to improving business relevance that we want to understand before developing the marketing strategy.  Incorporate three key elements that impact revenue and expenses:  recruitment of key personnel, client retention,and  lead acquisiton when you are determining the relationships below

1. examine the customer experience
2. review channel partners
3. analyze structure & operations
4. interview employees (ambassadors to your brand)
5. monitor the current marketing strategies


Once you've poured over the financials, reviewed the metrics, and whittled down the ROI, starting fresh doesn't seem like such a bad idea.  As we head into the last quarter of 2013, take the opportunity to plan your 2014 strategy.  Review the Business Plan, update the Marketing Strategy, review the Call to Action Messages across multi-media channels and above all...Keep your Brand Consistent. 

The first 100 days will be challenging but the results will be amazing!

Just Sayin'...

 C8 Consulting Inc is all about holistic marketing symmetry combining the art and science of targeted media outlets into tangible and actionable results.  We are teachers of brand recognition, coaches of market credibility, cheer-leaders for optimizing search, and auditors of projects.  We have many personas, it all depends on what our clients need within the scope of the business strategy, marketing plan or independent project! 

Visit us at www.c8consulting.co for more information or to ask a question.
C8 Creative Consulting – We Turn Your Ideas into Actions!






 
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Incite (a premier marketing & communications forum) was able to share the top issues keeping corporate communications executives awake at night. 

By the way, C8's definition of Communicator is an individual or group responsible for developing, cultivating and maintaining a corporate identity or brand image.  Every business--big or small--invests in corporate communication initiatives to mold its image, communicate with internal and external audiences and sustain a long-term positive reputation.  So technically, every employee, salesperson and officer should be an ambassador or 'communicator' of  your brand. 

What’s the overall picture for Communicators Today? Here are 5 ways to improve your company's bottom line.
  1. From campaigns to engaging stories: Telling stories is more engaging than traditional campaigns.
    Shift your focus.
  2. Improving data collection = better customer understanding:  Marshal multiple data sources for better decision making.
  3. Right time, right place Communications: Talk when and where your stakeholder is listening
  4. Get friendly with the right people: Effective advocacy, and how to get influencers onside
  5. Prove your worth: Measurement to show your job makes a difference

When we analyze our new client's business model, it is usually not surprising that inefficiences  become apparent.  As we map out a strong plan that mirrors the corporate strategy, we address challenges and obstacles that are preventing sustainable growth in revenue.  In every case this is due to a lack of  communication in one or many areas including brand management, lead generation, client retention, sales force recruitment, data measurement and message consistency.  The survey from INCITE clearly reinforces the simple message of "Communications remain the key initiator for growth".  We agree!

JUST SAYIN'


 
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As CMO (Chief Marketing Officer) we want our clients to be close to the action - 'engaged' in the social world - not standing on the periphery.  While technology has allowed us to monitor, manage, revise and track social behavior to best serve the goals of our clients, it hasn't give us the human element of why they 'like' or 'share' or even  'take action'. 

Today's blog is all about motivation and reputation.  Look at your customer base and determine who fits best into these four motivators keeping in mind that none are based on rewards.  Remember these motivators come from engagement in websites, webinars, seminars, online communities and mobile apps. 

1. Smart -  allow your customers the opportunity to showcase their own knowledge of your product or service
2. Successful - Generally people really like to win or excel.  Create competitive dynamics to fuel competition.
3. Structured - Keep your messages and calls to action simple.  Social overload can be confusing and stifle dialogue
4. Socially valued - Remember everyone likes recognition not just the rewards that come with regular patronage.


Depending on your particular organization, you can create user panels, online community forums,  recognition blogs and other non-material rewards for liking, sharing and even writing comments.  There is a myriad of opportunities to help manage the ongoing customer engagement activity.  But the three basic analytics are:

1-onboarding new clients -  between visits to your sites and social, are you capturing new clients?
2-retention -  what is repeat business or repeat behavior look like for your customer experience?
3-conversion - is your multi-channel social strategy engaging new customer activity and repeat business?


Your business plan and marketing strategy should include the technology to manage social engagement.  Armed with the most useful tools and resources, you can understand what motivates your customer, make sense of the data and tweak your campaigns accordingly and lastly, figure out the ROI (return on investment) by assessing the value of each program.  So before you think this is not important to your business or even out of your budget...think again.  Call or email us for more information on these and other marketing strategies specifically designed for your business.

Just Sayin'...

Our thanks to badgeville.com for their intuitive white paper.





 
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Developing a smart email marketing campaign takes resources - time and money!  So let's say you spend the time and invest the money.  All good.  Assuming you have all the right bells and whistes, it is an effective start.  You get a few leads, have super open and click through rates and even convert those inquiries into clients.  And then the bottom falls out.. the one critical element that has not entered into play...

DON'T FORGET TO ASSIGN SOMEONE TO ACTIVELY UPDATE YOUR EMAIL LIST ... 
1. check for bad addresses and either remove or fix  
2. add new names.....   (consistently cultivate new relationships)
BUT WAIT, THERE IS MORE...
3. compare opens, clicks and engagement (click-to-open) versus the industry standards.  (what is good when you haven't benchmarked your results?)
4. make it mobile friendly  (otherwise you will lose a significant part of your audience)
5. send it out at the right 'time'.... (Friday afternoon at 3:30pm is perhaps not the best time to ask your audience to complete a financial stability survey but it may be the right time to invite your target audience try a local restaurant with an enticing 25% off coupon!)


So, getting social is important but don't just do it... Do it Right!

...Just Sayin'!