Let Your Audience Guide Your Content Strategy

Image “If%20someone%20shows%20you%20who%20they%20truly%20are,%20believe%20them.”%20-Maya%20Angelou%20Imagine%20the%20scene:%20you%20walk%20into%20a%20store%20you%20wouldn’t%20normally%20frequent%20because%20you%20know%20they%20have%20an%20item%20you%20want%20to%20purchase%20for%20a%20dear%20friend.%20A%20sales%20representative%20approaches%20you,%20and%20tries%20to%20interest%20you%20in%20all%20sorts%20of%20products%20that%20aren’t%20the%20gift%20you’re%20looking%20for.%20An%20annoying%20experience%20for%20you,%20to%20be%20sure,%20since%20you’re%20likely%20to%20politely%20decline%20all%20the%20offers%20of%20help%20(that%20you%20never%20wanted%20to%20begin%20with),%20find%20what%20you%20came%20for%20and%20leave.%20But%20what%20about%20the%20representative?%20If%20only%20they%20had%20known%20in%20advance%20that%20you%20weren’t%20the%20target%20audience%20for%20their%20pitch,%20they%20could%20have%20spent%20their%20time%20and%20efforts%20more%20productively,%20and%20perhaps%20even%20increased%20their%20store’s%20revenue.%20

You%20might%20not%20think%20about%20it%20the%20same%20way,%20but%20marketing%20your%20brand%20online%20is%20really%20no%20different.%20Every%20marketer%20and%20salesperson%20loves%20talking%20about%20their%20products%20and%20features,%20but%20if%20you%20have%20the%20same%20conversation%20with%20everyone%20–%20regardless%20of%20what%20their%20needs%20are%20–%20then%20your%20content%20strategy%20is%20inefficient%20at%20best,%20and%20can%20even%20be%20destructive%20to%20potential%20customer%20relationships.%20Instead,%20understanding%20the%20needs%20and%20problems%20of%20your%20target%20audience,%20and%20targeting%20your%20message%20to%20address%20those%20pain%20points%20specifically%20can%20make%20all%20the%20difference%20in%20the%20world.%20

That%20means%20being%20aware%20of%20what%20problems%20your%20target%20audience%20is%20actually%20facing,%20and%20speaking%20to%20those%20problems.%20That%20means%20building%20trust%20by%20showing%20that%20you’re%20attuned%20to%20your%20audience’s%20pain%20points.%20That%20means%20reaching%20out%20to%20influential%20members%20of%20that%20community,%20including%20ones%20that%20have%20successfully%20addressed%20those%20needs%20and%20those%20yet%20to%20do%20so.%20That%20means%20creating%20case%20studies%20and%20sharing%20customer%20testimonials,%20because%20there’s%20no%20better%20demonstration%20of%20an%20effective%20solution%20than%20plucking%20one%20straight%20out%20of%20the%20real%20world.%20

Once%20you’ve%20identified%20your%20audience,%20you%20can%20craft%20the%20story%20of%20your%20company.%20Everyone%20has%20challenges%20they’re%20facing,%20and%20if%20you%20can%20identify%20the%20major%20ones%20faced%20by%20the%20potential%20customers%20you’re%20targeting,%20you%20can%20share%20their%20stories.%20You%20can%20connect%20with%20them%20socially,%20you%20can%20build%20relationships%20with%20them,%20and%20you%20can%20use%20their%20influence%20to%20draw%20attention%20to%20your%20own%20brand.%20Not%20every%20influencer%20needs%20to%20be%20a%20customer,%20either;%20sometimes%20building%20trust,%20establishing%20expertise,%20or%20simply%20showing%20that%20you%20understand%20the%20needs%20of%20your%20audience%20can%20have%20tremendous%20value.%20Every%20audience%20is%20different,%20and%20you%20need%20to%20make%20sure%20that%20you’re%20crafting%20your%20story%20to%20effectively%20engage%20with%20yours.%20

And%20engagement%20means%20content.%20As%20far%20as%20where%20that%20content%20comes%20from,%20this%20means%20both%20creating%20original%20content%20and%20sharing%20third-party%20content%20that%20supports%20all%20of%20these%20steps.%20As%20long%20as%20the%20content%20is%20high-quality%20and%20engaging,%20you’re%20doing%20what%20you%20need%20to%20establish%20trust,%20leadership,%20and%20to%20position%20your%20brand%20as%20the%20solution%20to%20your%20audience.%20Because%20you%20don’t%20win%20customers%20by%20promising%20your%20audience%20what%20you%20can%20do,%20you%20win%20them%20by%20showing%20who%20you%20are.%20So%20show%20them%20the%20entire%20story,%20and%20let%20the%20needs%20of%20your%20audience%20be%20your%20guide!

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wanted to begin with), find what you came for, and leave. But what about the representative? If only they had known in advance that you weren’t the target audience for their pitch, they could have spent their time and efforts more productively, and perhaps even increased their store’s revenue.

You might not think about it the same way, but marketing your brand online is really no different. Every marketer and salesperson loves talking about their products and features, but if you have the same conversation with everyone — regardless of what their needs are — then your content strategy is inefficient at best, and can even be destructive to potential customer relationships. Instead, understanding the needs and problems of your target audience, and targeting your message to address those pain points specifically can make all the difference in the world.

That means being aware of what problems your target audience is actually facing, and speaking to those problems. That means building trust by showing that you’re attuned to your audience’s pain points. That means reaching out to influential members of that community, including ones that have successfully addressed those needs and those yet to do so. That means creating case studies and sharing customer testimonials, because there’s no better demonstration of an effective solution than plucking one straight from the real world.

Once you’ve identified your audience, you can craft the story of your company. Everyone has challenges they’re facing, and if you can identify the major ones faced by the potential customers you’re targeting, you can share their stories. You can connect with them socially, you can build relationships with them, and you can use their influence to draw attention to your own brand. Not every influencer needs to be a customer, either; sometimes building trust, establishing expertise, or simply showing that you understand the needs of your audience can have tremendous value. Every audience is different, and you need to make sure that you’re crafting your story to effectively engage with yours.

And engagement means content. As far as where that content comes from, this means both creating original content and sharing third-party content that supports all of these steps. As long as the content is high-quality and engaging, you’re doing what you need to establish trust, leadership, and to position your brand as the solution to your audience. Because you don’t win customers by promising your audience what you can do, you win them by showing who you are. So show them the entire story, and let the needs of your audience be your guide.

– Ethan

Learn to Engage your Audience on Different Social Networks

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There are a lot of social media sites out there, and you don’t need to have an active presence on all of them, especially if your resources are limited. Experiment with some of the more popular media sites, discover where your people virtually reside, and focus on one or two sites that align with your social media strategy. If you aren’t sure where you should start, try LinkedIn, Facebook or Twitter for starters. These sites have large numbers of users that tend to encompass many demographics and industries. But the strategies for engaging your target audience varies for each social network. Some are more casual, some are more buttoned-up. Here are a few things to think about when crafting your strategy for each of the three big networks.

LinkedIn may not seem as shiny and pretty as Twitter or Facebook, but with over 300,000,000 users and 3,000,000 company pages , it’s a powerful business-oriented social network that can be used as a great medium to drive your social media strategy. Here are a few LinkedIn engagement strategies to get you started:

The Power of the “One” Post

Try promoting one main post rather than updating your linkedin page multiple times in a day. The reasoning behind this strategy is that by harnessing the power of “one” post, you will increase the number of likes and comments the post receives. In general, more popular posts can result in significant traffic increase to your page. The more traffic you have, the more engagement you’ll see.

Create Groups

After you have created your company page, you should utilize the LinkedIn Groups feature to drive marketing campaigns. This is a great way to genuinely engage in group discussions with segments of your audience.

Twitter

How do you ensure that you are being heard when there are over 645,750,000 active registered Twitter users and more than 58 million tweets per day? Here are two tactics to engage your audience by using Twitter.

Twitter Mentions

When sharing an article or quote from another Twitter user, include the user’s handle in your tweet. By employing this tactic, chances are, the user will notice your tweet and may retweet to their own peeps. The result: the more your message is shared, the more followers you’ll have, and the louder your message will be in the Twitter world.

Engagement and Effective Tweet Features

According to research that was completed by the Twitter Media blog, the most effective Tweet features to increase engagement include the following:

Photos average a 35% boost in Retweets
Videos get a 28% boost
Quotes get a 19% boost in Retweets
Including a number receives a 17% bump in Retweets
Hashtags receive a 16% boost

Conclusion – use photos when tweeting!

Source: Twitter Media Blog

Facebook

Need to get your “Facebook Legs”? Here are two tactics to use Facebook as a tool to engage with your audience.

Keep it Short

Keeping posts short will increase your chances of having your audience read and respond to your posts. Let’s face it, the age old adage, time is money is true. Your audience will not only appreciate you for keeping your post both brief and relevant, they will also be more apt to engage with your message.

Value

What is the value of the service(s) or product(s) that you offer? Actively engage your audience by posting open-ended questions or surveys to gain an understanding of their most important pain-points as it pertains to your product or service.

There are a lot of social media sites out there. Once you have your social media strategy in place and an arsenal of quality and relevant content, you will be ready to experiment and engage with your audience with the social platform that best meets your needs.

– Sean

Kelly Montgomery | Our Blog

Posted by Kelly Montgomery on Wed, Apr 30, 2014 @ 12:28 PM Tweet

Quantify it. Forget about hunches, intuition or the “thud” factor. Forget how you feel about a headline, a piece of content, or what’s worked wonders in the past. You can even forget about the latest buzzwords like thought-leadership, brand-awareness and name-recognition. Just like political punditry was shown to be grossly inferior to data analytics in the most recent presidential election, when it comes to marketing strategy, anything short of quantitative metrics backed up by the data of how your tactics are performing is simply unacceptable in today’s economy.

But what, exactly, is it that you need? What should you be measuring, and how should you be measuring it? The simple key — believe it or not — is to track the engagement of everything you post or share, and to track how your audience is engaging with it.

Did you post a piece of content to Facebook, Twitter or LinkedIn? Great! But how did it perform? Likes, retweets and recommendations are great, but did that “reach” actually accomplish anything?

Far more valuable is information like:

Clickthroughs/pageviews: how many people actually clicked through to the content item you wanted them to view?
Time spent reading: if you linked to a 2000-word piece and your typical reader left after 7 seconds, that isn’t exactly what you’d define as “success,” is it?
Interactions/engagement: did someone contact you after reading something you posted? Did you get a comment, a question, a lead or a conversion out of it? And if so, how many and how good were they?

The simplest thing you can do to get started is to track all of your URLs that you send out, whether through an automated or a manual process. If you can collect the data on where your traffic is coming from and how that audience is behaving, that can inform where the best ROI on your marketing efforts is going to come from. Once you have this information, you can decide where to concentrate your efforts, how to choose the best type of content and messaging to engage your audience, how to personalize and increase your odds of conversion, and use those tactics to help grow your business. It’s an iterative process, where you’re constantly refining your strategy as the world and market changes, and you’re adapting in real-time to meet the ever-changing needs of your customers.

Take those first steps:

Define what metrics are important to you and your goals.
Track all of your posts quantitatively for engagement and user behavior.
Measure what the return on your investment is (and that return can come in many different forms, not just sales conversions).
Then, use that information to inform your strategies moving forward.

Without doing those things, you’ll be stabbing in the dark. Sure, every once in a while you might hit something, but in today’s world, we have the technology to turn on the lights. And once everything becomes illuminated, you’ll never accept going back to the dark ages again.

-Ethan

0 Comments Click here to read/write commentsTags: content marketing, audience Posted by Kelly Montgomery on Thu, Apr 24, 2014 @ 11:54 AM Tweet

Image via

LinkedIn

The Power of the “One” Post

Create Groups

Twitter

Twitter Mentions

Engagement and Effective Tweet Features

According to research that was completed by the Twitter Media blog, the most effective Tweet features to increase engagement include the following:

Photos average a 35% boost in Retweets
Videos get a 28% boost
Quotes get a 19% boost in Retweets
Including a number receives a 17% bump in Retweets
Hashtags receive a 16% boost

Conclusion – use photos when tweeting!

Source: Twitter Media Blog

Facebook

Need to get your “Facebook Legs”? Here are two tactics to use Facebook as a tool to engage with your audience.

Keep it Short

Value

– Sean0 Comments Click here to read/write commentsTags: social, audience Posted by Kelly Montgomery on Tue, Apr 22, 2014 @ 01:54 PM Tweet

Full disclosure: we are biased when it comes to content curation, but that’s only because we believe it works!

If you haven’t gotten into the content curation game yet, you might be wondering what all the buzz is about. Selecting and sharing content created by others might seem like a daunting task – and what are the benefits? It’s not an easy process, but there are tools out there to help you curate (like Trapit, ahem), and finding the right mix of sharing original content alongside curated content can reap serious benefits. If you’re still not a believer, or aren’t sure exactly what we mean, here are just a few of the ways that content curation can help your business.

1. It can ease stress on your content team, resulting in better original content.

One of the biggest struggles that marketers and businesses face every day is how to create enough content to stand out online. Businesses are expected to be on a handful of social media channels, run a blog, and have knockout content on their websites to boot. Creating enough content to fill all those channels is a serious issue, and probably puts daily stress on your content or marketing team. If that team is less worried about the sheer amount of content they need to create, they can focus on crafting better original content, and use curation of other quality content to fill in any gaps.

2. Finding the right content mix makes you less egocentric, and can help you hit your numbers.

In our Trapit study of U.S. marketers late last year, most said that the companies they represent should be sharing at least 10 pieces of content per day. I don’t know of any business, big or small, that regularly hits that number with original content alone. If you want to keep up with the pace of Twitter and other social media channels, one post a day just isn’t going to cut it. Combine two original posts per day with 8 thoughtfully-curated posts, and you’ll be a Twitter standout. As an added bonus, the mix of both original and curated content makes your brand seem a lot less about “me, me, me,” and more about content that is helpful to your audience.

3. It fosters brand awareness and thought-leadership, which can help you stand out.

How do you get word-of-mouth (or word-of-social, rather) to positively spread about your company? We think that creating a sense of thought-leadership in your industry is a big factor. That means becoming a resource for your audience, instead of focusing only on selling whatever your brand offers. Curate the best content you can find in a thoughtful way, and your audience will see that you care about giving them the kind of information they need and want. They will come back to your brand’s social channels to seek out quality information, not just to decide whether to purchase from you or not. While this may not directly lead to dollar signs, building a solid reputation on social media can go a long way when it comes to general brand-awareness.

4. It keeps your team knowledgeable, which can help your overall marketing efforts.

As a marketer, it can be tough to keep up with the ever-changing best practices, social media tactics, and latest industry trends. For brands who curate content, team knowledge-building is built into the process. If your marketing team is always reading and curating great content about your industry, they will always be in-the-know and ahead of the curve. We sometimes share our favorite curated articles with our own marketing and sales teams to provide valuable industry insight. Taking the time to read high-quality content other than your own is hugely important to staying informed, no matter what industry you are in, and curation can make that an easy part of your day.

5. It can help generate new business over time.

When you start curating content on your brand’s assets, you are getting your name out there on a consistent basis, and at a pace that helps your brand stand out. It’s much more difficult to do that with original content alone. Building brand awareness, creating industry thought-leadership, and posting good content more frequently can all lead to more business, and more revenue for your company. Using curation for revenue-generation is a long term strategy, but I think we can all agree that having a great reputation online, and as a resource for your audience, will help any brand succeed. Curating the most relevant outside content alongside your own can help you reach that goal in many different ways.

– Kelly0 Comments Click here to read/write commentsTags: content curation Posted by Kelly Montgomery on Thu, Apr 10, 2014 @ 12:55 PM Tweet

Rumor has it that video is the next big thing in content marketing. Sure, we’ve had television ads and YouTube in the consumer space for quite a while, but video is moving into the B2B space, too. Are you ready for it? Creating enough original content to make your brand stand out online is tough enough as it is, without factoring in the relatively new need to throw compelling visual content into the mix. Yes, it takes more time, effort, and sometimes money. But, as we all know, content is paramount. And everyone’s new favorite kind of content is video. How do you get started? Here are some tips and ideas to get your video content ideas off the ground.

1. Create a short company video

If you don’t have any video content for your website or brand yet, a simple video that tells the viewer the story of your company is a great place to start. You can feature this video on your homepage and it will come in handy in many other places down the line. Keep it short and sweet. You can take a look at ours here.

2. If you have a product, show it off

Whether you offer a physical product, software, or service, create some short videos that show it off. Get hands-on with your product or do a series of quick how-to videos for your software or service. Address how your business helps the audience you are serving. Your buyer wants as much information about what you offer as they can get before they actually make the effort to contact you. Offer them that in a video format, and you’ll be ahead of the game.

3. Have your customers chime in

If you have happy customers, it shouldn’t be too hard to convince a few of them to tell the story of how your product or service has helped their business. Ask if any of them are willing to participate in short customer success videos, where they can tell that story and offer a few kind words. People love talking about their work, and if what you offer has helped them succeed, they will likely say yes to helping you in return.

4. Join the conversation

There are debates and fascinating conversations happening on social media every day. Find out what those conversations are in your particular industry, and get in on the action. Participating on social media is a good start, but why not create a few thought-leadership videos where your executives can voice their opinions about the latest industry topics? This will help solidify your brand as a leader in the conversation and let your potential customers know what your company stance is on a variety of hot-topic issues.

5. Get personal

If your business has a fantastic office culture and a variety of interesting, hard-working employees, go ahead and give viewers a peek with some company culture videos. These could be short interviews of your standout employees, a virtual tour of your company headquarters, or a quick Instagram video capturing a fun office event. Giving your audience a glimpse of how your company operates will foster a sense of connection and trust.

Branching into video may seem overwhelming at first, but if you treat it like just another part of your content plan, you’ll be up and running in no time. It doesn’t take a video every day, or even one every week, to make an impact. Videos have a good shelf-life and will serve you and your website well for months at a time. Start small, and you’ll find that the more videos you create, the easier the process will become. As we like to heed our own advice, check back with us soon for more videos about Trapit and exciting video content news.

– Kelly

1 Comments Click here to read/write commentsTags: video Posted by Kelly Montgomery on Tue, Apr 08, 2014 @ 01:33 PM Tweet

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If you were an advertiser, publisher, or marketer in the 20th Century, traditional media was the way to go. By interrupting media consumers while they were reading, watching or listening to their desired content, you could steal their attention and deliver your message. Back then, of course, you had a relatively captive audience, something that the internet age has pretty much brought to an end.

Today, interruption-based advertising is practically useless. The number of advertising messages we receive on a daily basis is at least well into the hundreds, and the odds are stacked against even the best traditional campaigns. Instead, we live in a world where content is king, and where establishing trust, knowledge, and customer loyalty means everything. That’s where content marketing comes in: if you can position yourself as the thought-leader, as the trusted, reliable go-to source for quality information, then people will look to you for the solutions to their problems.

But that means having the right resources available at your potential customers’ fingertips when they need it. That means having the information all in one place, and having it be accessible at the touch of a button. And that means having it in the right format for your audience, no matter what point they’re at in the sales cycle. So what are the types of content you should provide them with?

Cutting-edge news: Sharing knowledge of the most recent news in your field — including staying abreast of the most recent discoveries, press releases and industry developments — shows your audience that you understand where the future of your industry lies.
Relevant opinion pieces: There are a wide variety of perspectives out there on any topic, and at least in the digital age, people aren’t shy about sharing their own. But most of them simply parrot the same points with only a cursory level of quality information. If you can seek out and highlight the true diamonds-in-the-rough out there, you position yourself as plugged in to the pulse of your industry.
Infographics: There’s a ton of information and data out there, and separating the wheat from the chaff is a daunting task for the casual consumer. But as an industry professional, summarizing complex information is a breeze for you, and telling a quality infographic from mere click-bait is something your audience could find incredibly valuable. If you can present to them a brief summary showing what they should be considering, getting those gears turning could have a tremendous payoff.
Original thought-leadership: You can get very far simply by finding and sharing the most relevant third-party content that’s out there, and there’s absolutely no point to reinventing the wheel. But it’s paramount to establish your own value-add to the subject, whether that’s through social media, blogging, or complementary original content. Without your own voice interjected from time-to-time, you’re just reflecting the light of others rather than generating your own, and customers can tell the difference.
Podcasts/webinars/online video: Grab your audience now with something that catches the eye. Have you put the effort into creating engaging content that goes into deeper detail, like a podcast, video or even a webinar? This takes time and effort to do right, but this is exactly what you ought to be doing if you’re interested in cementing your position as the premier source for quality, trustworthy information. Rise up to the challenge and your audience will be grateful.
White papers/downloads: You have their attention, and they’ve made it to your website. They have a problem and think that you just might be the one to help them solve it. The big question now is this: where are your resources for them? A series of white papers, PDFs or other downloadable materials gives your audience the information they need to decide that your solution is a good one. And finally…
A clear path to a solution: Is it a product you offer? A service? Something else? Make it absolutely clear, and make it easily accessible to anyone interested. If you’ve gone through all that trouble to build trust and to get your potential customers this far along the path, make it easy for them to go the rest of the way. A clean, easy and direct purchase or sign-up page can make all the difference in the world. Don’t create frustration when you can streamline instead.

Don’t make the mistake of not meeting the needs of your audience; if you don’t, there are plenty of others who will step up to the plate. In the 21st century, content is king, but delivering a uniquely valuable message that takes advantage of your unique expertise is what can set you apart. Use these 7 types of content to engage them with that message.

-Ethan

0 Comments Click here to read/write commentsTags: content marketing Posted by Kelly Montgomery on Wed, Apr 02, 2014 @ 12:53 PM Tweet

In case you’ve had any doubt about whether your brand needs to be creating and promoting visual content, we have some pretty astonishing facts for you:

90% of the information transmitted to the brain is visual, and those visuals are processed 60,000 times faster than regular old text.
28% of companies are creating custom infographics, and the average increase in page visits when an infographic is shown is 12%.
55% of brands are creating video for content marketing. Why? Well, viewers spend 100% more time on pages that include video, and about 700 YouTube videos are Tweeted out every minute.

It’s not just infographics, either. A whopping 46.1% of people say that the design of a website is the number one factor that helps them determine the credibility of a brand.

Are you convinced? Good. Now, onto the more difficult part. How do you start working visuals into your marketing and content strategy when you are already stretched thin on budget and resources? The best thing to do is to start now, and start small. You’ll soon see a return on your efforts and creating visual content will become less time-consuming and overwhelming the more you do it. Here are a few ways to get started:

1. Always include images with your social shares

Even if all you have is a stock photo to go along with your blog post, make sure that it is attached to all of your social shares of that post. This is usually done automatically on Facebook and LinkedIn; on Twitter, all it takes is a click of the paperclip “attach” button when you are composing your Tweet, and the resulting post will include an image that shows up in your followers’ feeds. Even if the image is simple, adding it to your Tweets can provide a big payoff.

2. Try your hand at graphics, big or small

While creating infographics might seem overwhelming, you don’t actually need to be a graphic designer to start creating visual content. All you really need is the data (either your own or gathered from around the web), some kind of design tool, and someone who is willing to learn. A basic knowledge of Adobe Creative Suite will get you far, but you can also use free online tools like infogr.am, Piktochart, and Visual.ly to create compelling graphics. If you don’t have the time or patience for a full infographic, start small by creating graphic header images for your blog posts that include the title and a few visual elements. Doing this takes less time, but is still a great way to make your Tweets and other social shares more visual. The more you create this kind of visual content, the easier and quicker it will become.

3. Start using Instagram

We’ve all been hearing about the decline of Facebook recently, but where are users spending their time instead? Instagram is near the top of the list, and it’s a smart move for brands to create a presence on the network. It’s also a great opportunity to have a little fun and interact with your audience. Instagram is the perfect outlet for photos that reflect your company culture. Snap photos of your workspace, happy employees, or fun office events. These posts can also be shared directly to Twitter or Facebook to pack an even bigger visual punch.

4. Invest in video

This one may take more time and money, but the digital marketing world is trending towards video as a key content tool for 2014, and we can see why. The possibilities are endless. Start with whatever seems easiest and ramp up your video content slowly and consistently. Some basic ideas are: describing or demonstrating a product, testimonials from satisfied customers, messages from your executive team, Q&A sessions, fun company events, or video blogs. Try to keep your video quality consistent, and be sure to share the content you create across all of your channels. Instagram allows 15-second video clips, so you can share some teaser clips for longer videos there.

It’s not always easy to change and adapt your content to every trend, but the rise of visual and video content is certainly no passing fad. Just as was the case with social media, brands and companies who do not embrace the move to visual and video content will be left in the wake of those who started early and made the change. Start small, and with some time, patience, and consistency, your brand can join the pack of visual content leaders.

– Kelly

Facts gathered from: Axxon Research, HubSpot, and B2B Infographics

2 Comments Click here to read/write commentsTags: video Posted by Kelly Montgomery on Thu, Mar 13, 2014 @ 12:49 PM Tweet

Image “If someone shows you who they truly are, believe them.” -Maya Angelou Imagine the scene: you walk into a store you wouldn’t normally frequent because you know they have an item you want to purchase for a dear friend. A sales representative approaches you, and tries to interest you in all sorts of products that aren’t the gift you’re looking for. An annoying experience for you, to be sure, since you’re likely to politely decline all the offers of help (that you never wanted to begin with), find what you came for and leave. But what about the representative? If only they had known in advance that you weren’t the target audience for their pitch, they could have spent their time and efforts more productively, and perhaps even increased their store’s revenue.

You might not think about it the same way, but marketing your brand online is really no different. Every marketer and salesperson loves talking about their products and features, but if you have the same conversation with everyone — regardless of what their needs are — then your content strategy is inefficient at best, and can even be destructive to potential customer relationships. Instead, understanding the needs and problems of your target audience, and targeting your message to address those pain points specifically can make all the difference in the world.

And engagement means content. As far as where that content comes from, this means both creating original content and sharing third-party content that supports all of these steps. As long as the content is high-quality and engaging, you’re doing what you need to establish trust, leadership, and to position your brand as the solution to your audience. Because you don’t win customers by promising your audience what you can do, you win them by showing who you are. So show them the entire story, and let the needs of your audience be your guide!

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Imagine the scene: you walk into a store you wouldn’t normally frequent because you know they have an item you want to purchase for a dear friend. A sales representative approaches you, and tries to interest you in all sorts of products that aren’t the gift you’re looking for. An annoying experience for you, to be sure, since you’re likely to politely decline all the offers of help (that you never wanted to begin with), find what you came for, and leave. But what about the representative? If only they had known in advance that you weren’t the target audience for their pitch, they could have spent their time and efforts more productively, and perhaps even increased their store’s revenue.

You might not think about it the same way, but marketing your brand online is really no different. Every marketer and salesperson loves talking about their products and features, but if you have the same conversation with everyone — regardless of what their needs are — then your content strategy is inefficient at best, and can even be destructive to potential customer relationships. Instead, understanding the needs and problems of your target audience, and targeting your message to address those pain points specifically can make all the difference in the world.

– Ethan

1 Comments Click here to read/write commentsTags: audience Posted by Kelly Montgomery on Tue, Mar 11, 2014 @ 01:57 PM Tweet

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If you’re a brand and you’re not on Twitter, you’re doing something wrong. While Google is still the first stop for a quick company search, Twitter is quickly becoming the place to discover and interact with brands, both big and small. Angry at Comcast for a dropped call or billing error? Tweet them and you’ll likely get a more enjoyable response than sitting on the phone on hold for 25 minutes. Want to find out about the best new products from your favorite clothing retailer? Check out their Twitter for real-time updates or even special offers. As a brand, just being on Twitter isn’t enough. Both your customers and prospects have expectations of just how a company should behave. Let’s call it social brand etiquette. Here are the absolute basics.

News about your company

If you have news about your company or brand, great! Be sure to share it on social. Having it on your website isn’t enough. There are countless customers and prospects who may only see you via your social presence. Make sure they know what the latest happenings are and what your brand is up to. You might catch the eye of a casual Twitter user who wouldn’t ever come directly to your brand’s website.

Quality original content

This one is a no-brainer, and it’s undoubtedly part of any successful brand strategy on Twitter. If you have a company blog, white-paper, or infographic, don’t neglect to post it on Twitter, even if it seems like it may be more successful on a different social channel. It doesn’t hurt to put all of your quality content out there for customers to see. They will appreciate being well-informed about you and your product.

Quality curated content

We are big proponents of curation, and there are good reasons to back that up. By posting quality content created by others on your social channels, you are telling your customers and audience that you care about your industry and sharing relevant insights, even if they come from another individual or company. Sharing curated content alongside your own content builds trust, brand authority, and thought-leadership. Your Twitter will become a place your audience goes for quality information.

Customer service

Twitter is a great outlet for basic customer service, and your customers like it that way. I know I, for one, would much rather Tweet a question to a brand, go on with my day, and get an answer back within a few hours, than sit on the phone listening to bad muzak for an undetermined amount of time. Be sure to monitor Twitter for mentions of your brand, and always respond. If you can answer a question or solve a problem on Twitter, do it. If the issue is too complicated to express in 140 characters, kindly thank them for reaching out and direct them to your email or a customer support email address.

Timely responses

Whether you are onboard with it or not, you will receive questions, feedback, and probably also complaints on Twitter. The sooner you can respond to all of those Tweets, even the negative ones, the better. Responding within 24 hours is ideal. Whenever I have tried contacting brands on Twitter, a timely and kind response has gone a long way in my respect for that brand and their customer service. It makes your customers feel like you are always there for them, accessible on one of their favorite social outlets.

Your brand voice

Last, but absolutely not least, your Twitter activity should always reflect your brand voice. Defining your brand voice is a whole other post, but once you’ve nailed down whether you are the authoritative professional type, the fun and playful type, or somewhere in between, make sure that your activity on Twitter reflects that style. If your voice is formal and professional, sharing silly viral videos might seem out of character. If your voice is light and silly, responding to customers with terse, short answers might be off-putting. Keep your voice consistent in your own Tweets, the content you share, and the way you respond to your customers.

– Kelly0 Comments Click here to read/write commentsTags: social, audience Posted by Kelly Montgomery on Fri, Mar 07, 2014 @ 11:58 AM Tweet

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When Google Reader was on its death bed this past summer, I couldn’t help but speculate as to why the decision was being made to shut down the RSS news platform. One of the prominent arguments I came across was that RSS always suffered from lack of consumer appeal.I agree to a certain extent. It’s not that the standard user simply isn’t capable of grasping how RSS works, but I do recognize the struggle exists for standard users to make the most out of their RSS experience. My stance has little to do with any reader services that queue up the content, nor the subscriber functionality of RSS. The problem resides in the fact that not enough websites out there have been doing enough with their RSS capabilities. In order for the future of RSS to hum like a well-oiled machine in an overcrowded internet, the sources of content must become more robust, more niche and more versatile. The web is a free democracy – RSS must mirror this concept and empower readers with more choices when it comes to the content subscriptions that auto-filter into our daily digest of information we consider valuable.

RSS Food for Thought – The Buffet Analogy

Website owners should take notes next time they walk into a buffet (bear with me). When I enter a buffet, my stomach wants it all – everything. Contrarily, my heart desires something lighter and more healthy. Despite these conflicts of interest, I know ultimately that I am in a position to choose the most well-rounded plate that’ll satisfy the taste-budding opinions inside me that are constantly butting heads. I deliberate carefully. I look around and appreciate how the square footage of the buffet is broken down (much like websites) into subsections, by genres–italian, seafood, salad bar, sweets, etc. If you are like me, you make one stop per trip to the seafood section and you leave with shrimp and shrimp only, approximately five panko pieces. I know the salmon is there, it stares at me wondering if today is the day my palate makes that connection. But I’m here for the shrimp, and the buffet respects that. It’s why I return, unbothered, unfettered. Maybe tomorrow, salmon.

Websites must do the same. Allow your readers to subscribe to the things they desire consuming routinely. Recognize that a consumer’s stomach can only expand so far, so why force feed them? Imagine if said-buffet instead unloaded a dump truck of food on your table, forcing you to sift through it all to fill your plate. You’d probably choose a different buffet. In order to compete in this smartphone-crazed world where attention spans are rapidly shrinking, RSS functionality must become a diverse content buffet that allows readers the versatility to subscribe to either large chunks or tiny slivers of content. With all the multitasking we do on a daily basis (Facebooking, Twitter-skimming, Insta-gazing) how much room do we have left in the tank to read quality content when our mind settles down at the night’s end? RSS should be that cornerstone can’t-miss feature in the world of content that will bring readers what they want, when they want it.

Dissecting RSS: Empower the Contributors that make your Website Superb

Sure, “All News” or “All Articles” feeds are fantastic and important to have available for subscription, but let’s be real here. As readers, occasionally certain writers or writing styles come across as annoying, while others can hook, line and sink our return. Twitter gives you the option to mute someone’s retweets and empowers users with the choice to only follow an original voice. Websites should do the same for each and every contributor, syncing a RSS feed to each individual, even if they merely appear seldomly as featured guests. Whether a reader is subscribing to one writer, or a handful, RSS connectivity in this manner will bring readers back to the website when they feel like it and the content flow will never feel overwhelming, because they will remain in control. Who knows, they may pick up a piece of salmon along the way.

Broad categorical feeds are great, but niche keyword topics are golden

Sports, technology, news, health, science, fitness – the list goes on. These are great general feeds to have featured in a RSS section of a website, but are they really robust enough for readers to narrow in and get the most out of your website’s content? I consider myself a tech nerd, but have very little interest when it comes to the economics of the tech world. Those type of articles would keep me from ever subscribing. However, if I could pull a feed that dissected further into the tech section, I’d jump on the “smart tech,” “drones,” and “apple” feeds. And odds are, I may even jump from my RSS queue back into the general realm of the website to explore further, perhaps pick up some new interests along the way. Having the freedom to subscribe to my can’t-miss interests is key and brings a sense of organization when I’ve grown tired of web surfing for the day.

A website that simply “gets it”

Bloomberg View, an editorial division of what we know as Bloomberg News, is the cookie-cutter example of how a website should manage its RSS connectivity for its consumers. Tabs at the top of the page begin with a section where you can view all the content in a clean flow, queueing the articles chronologically for those wanting to browse the latest. The other two tabs are my favorite. The “contributors” section lists all the people who are posting content to the website. Inside, you can find the contributor’s bio, relevant keywords that provide a glimpse of what that writer is likely addressing in their editorials, and most importantly, a RSS feed clear as day at the top of the bio. Skip a tab over to the right, it gets even better. Inside the “topics” section, you’ll find a list of nearly 100 topics that take website categories to a new level. Climate Change, Oil, Olympics, Energy, Gadgets, China are the ones I’m currently subscribed to from the site. With a mixture of breadth, and narrowed specifics, Bloomberg View recognizes that niche topics of interest are fantastic candidates to sync with RSS.

—

When Google Reader etched its name in a tombstone, tech critics questioned if this truly meant RSS was perishing after all. My rebuttal is simple: Nas said the same thing about hip-hop music being dead and look what happened. He made another album. And another. Content, just like music, will never die, so long as readers are still lingering around with open eyes and cat-like curiosity. With new data continuing its exponential rise on the internet, websites have to recognize that RSS functionality must become more sophisticated if they expect to hold onto the unique interests of its diverse readership. Most of us can’t seem to read anything longer than 140 characters these days, but when our brains settle down and we’re done tapping and finger-swiping, RSS must be that pipeline for all the go-to information. Get it done, internet.

– Geoff

0 Comments Click here to read/write commentsTags: RSS Posted by Kelly Montgomery on Wed, Mar 05, 2014 @ 12:03 PM Tweet

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Do you really know your audience? With the intense content needs that all marketers face, it’s easy to jump right to creating content and pushing it out before figuring out exactly who you want to read that blog entry, white paper, or social media post. We know all too well that creating or curating enough content to keep up with the competition often outweighs other priorities, but it will pay off down the road to stop for a few minutes and learn about your audience. Once you’ve figured out who your audience is, it’s a lot easier to determine what they need and want. Creating content is one thing, but creating content that resonates with your audience — making them want to come back to you or buy your product — takes a little more finesse.

So, before you panic about how many blog posts or white papers you have to write this week, stop and consider the points below. Try to develop buyer and reader personas, either in your head or on paper, and look back to those every time you create a new piece of content.

1. Define your ideal target audience – for both buying your product and consuming content.

While the buyer persona is probably the most important audience to define, you may also want to think about a reader persona. Some people in your industry will be interested in purchasing your product (buyer persona), while others may be engaged members of your industry who are interested in what you do and may read or share your content, but are not likely to buy (reader persona). Both of these can be valuable for creating leads and brand awareness. Maybe your buyer persona is a CMO of a Fortune 500 company, but your reader persona is the social media specialist at a smaller company in your industry. Both are valid. When defining each one, think about what their job may entail, why they would come to you, and how you can best reach them.

2. Think about what their pain points and challenges are on a daily basis.

Now that you’ve created a general outline of your audience, or audiences (job title, duties, industry, etc.), you need to learn more about what challenges they face – so that you can then present them with thoughtful information about or solutions to those problems. Don’t just think about what your product or company does, but think about that person and what kind of problems they face day in and day out. Are they a marketer who is stressed about creating enough content each week? Are they in charge of helping their company stand out on social? Are they an apparel brand trying to engage their audience in new ways online? Try to make a long list of problems you think they might face, or even reach out on social media to find ou moret. From that list will emerge themes that you can create content around – content that will provide value to your audience, because you know them and their struggles.

3. Find out where they are online, and when.

The most engaging content will be content that is presented to your audience in a space they know and like, and in a format they understand. Because you’ve already created your buyer and reader personas, you’re halfway there. Think about your personas, and think about where they consume the most content. What are they doing while they consume the content? How much time do they spend? Are they engaging or just perusing? All of these small questions will have an effect on your content strategy. If you’re dealing with C-level executives, you might want to focus on content for LinkedIn or high-quality white papers for your website. If your audience is younger online professionals, Twitter and Facebook might be the right space for your content. And if you’re going for the teens and tweens, look to the latest popular social media apps like Vine and Snapchat.

Think about what mindset they might be in when they see your content. Are they lounging at home with their iPad, ready to read a thoughtful long-form article? Or are they trying to keep up with the latest news at work, with only enough time for a quick tip-sheet? Adjust the time you post your content based on whether you want to reach them at work, at rest, or somewhere in between.

4. What do they need to know about you and your product?

Now that you have a better grasp on what kind of content your audience or audiences may want in general, and when and where to give it to them, it’s also important to think about what information they need from you about your company and your product. While “sell, sell, sell” is not exactly a recommended motto in the blogging world, your audience does need to be informed about you and your company. What are your most frequently asked questions? What are the most common gripes or suggestions you hear? What might they be thinking if they are comparing you against a competitor? Content on your website, blog, or social media can be a great way to answer these questions and show your audience exactly who you are and what you offer them. Now that you’ve discovered their pain points, you can use thoughtful content to gently show them that you and your company may offer a solution.

– Kelly1 Comments Click here to read/write commentsTags: audience

It Had Something to Do with #SocialSelling)

I have been working in social business since the early days of social. Early on, conversations were centered on questions like these: What is Twitter? What is a hashtag?

With understanding, vision, and executive alignment, those questions evolved into broader inquiries: How can social media help employees be more productive and improve collaboration? How can we listen and engage with our customers to deliver better customer service? How can we use social media to build stronger relationships with our customers and attract new ones? It wasn’t about the latest or greatest social media platform or hottest marketing trend. It was about understanding customers and employees, reaching and communicating more directly, interacting and using social media and digital capabilities to solve business problems.

After almost 10 years of building social business programs at a large financial institution, we had accomplished a lot. We were no longer trying to innovate. We had become a social business. And I was ready to take on a new challenge.

I started to do some work as an independent consultant, and in parallel, I took the time to reflect on what was next over the long term. A big part of that involved taking stock of what I valued most in my work. It came down to three core values that I knew motivated me, got me up in the morning, and led me to do great work. These were the criteria for deciding on my next opportunity:

Authenticity of the people, organization, and approach
Deep commitment to and focus on business value and customer outcomes
Working with smart people who challenge me and are passionate about their work grounded in a culture of mutual respect, trust, and empowerment.

So, how did I connect with people and organizations that shared these values? I took the time to integrate these values into my digital personal brand and the conversations with my network. That’s ultimately how I connected with Hank Nothhaft, the CEO of Trapit. It is not surprising (and wonderfully brilliant) that social played an important role in building our relationship and ultimately making the decision clear for me to join Trapit.

The Role of Social Selling

Social selling works. I say that everyday. I met Hank and Trapit on Twitter, and we went from there. Sounds simple, doesn’t it? Here’s how it worked.

I optimized my social media profiles. Linkedin and Twitter were my focus because the people and organizations I wanted to work with were active and engaged on those networks. (Facebook and Instagram are more personal for me, and Snapchat is a whole other story – still trying to figure that one out.)

Through my content curation strategy, I focused on continuing to build my credibility as a subject matter expert and trusted advisor on social business. I shared content about the importance of change management in digital transformation and social business, sharing insights on how to build social programs, and weighing in the latest social media trends.

I also engaged with key influencers in my network – and beyond – through listening, joining conversations, and engaging with their content. Authenticity and a focus on my values were key. I shared content on the work culture and values that were important to me.

By building a strong professional brand, I attracted like-minded people, and that’s how I first met Hank. We were both “social selling.” It started with a “like” on some content I shared. We both visited each other’s profiles and started following each other. A short time later, I received a Twitter direct message from Hank. He was familiar to me from our interactions on Twitter, and most importantly, the DM was authentic, personal and relevant to me. Oh, and the message was obviously not automated. (Don’t you hate automated DMs?) We then, appropriately, took the conversation offline. Not every interaction should take place online.

It is interesting to note that Hank and Tommy, who is the President and COO, were not actively recruiting. They had a loose concept for a position that would involve building social selling and employee advocacy programs, but they had no momentum or clear direction. Our social interactions and conversations made it real, clarified the need and we worked to clearly define the role.

Through multiple conversations with Hank, Tommy, President and COO, and Bill, the VP of Sales, it was clear to me Trapit was the right fit and opportunity. The feeling was mutual :).

Authenticity of the People, Organization, and Approach

The authenticity of the people and leadership of Trapit was clear to me from the earliest conversations. Not just the first DM, but each conversation afterwards. Plus, the team’s authenticity was consistent. Trapit is not about the latest fad or buzzword, but rather, about thinking deeply about the business opportunity of social selling, employee advocacy, and content marketing. It is not just about the technology but a focus on how the tool can solve business problems.

There is a commitment to simplifying and communicating clear best practices – not just the latest hacks, tips and tricks. In fact, during one of our first conversations, Hank and I discussed how we can help marketing and sales leaders filter through all of the information about social and digital selling and surface what is important. We discussed the fact that the industry is cluttered with so much noise. How do we make sure sales organizations can stay ahead of the trends and build sustainable programs that achieve results? This resulted in Sales Reboot Camp – launched last week. While presented by Trapit, the resource is not about our product – but educating our customers with authentic, practical guidance.

After 90 days at Trapit, I can say that each member of the team is committed to doing things the right way. Speaking of commitment…

Deep Commitment to and Focus on Business Value and Customer Outcomes

The authenticity of approach clearly drives Trapit’s focus on business value and customer outcomes, which, in my mind, go hand in hand. That’s why both business value and customer outcomes were critical in my decision to join Trapit. In early conversations with the Trapit team, I was motivated by how deeply the team is thinking about customer success – providing customers with the right level of relevant consultation and support to build culturally appropriate plans.

Another great example is the approach to the the product and the product road map. There is a clear vision that is focused on enabling modern sales teams. It is not about building a longer checklist of features and functionality to match or beat the competition. It is about building a product that empowers and enables marketers and sales teams to achieve their goals. If a customer requests a feature – we take the time to understand what business problem they are trying to solve. We will work collaboratively with our customers to determine the best approach. This may result in helping a customer find the best approach to using the tool to meet their needs, challenging a customer to think differently.

At Trapit we recognize that our customers need a strategy that transcends the tool – a strategy that enables a new way of doing business. To achieve this, there needs to be a commitment to organizational change. When I first started speaking to the Trapit team, we talked a lot about change management. There was a shared belief that change leadership was key to building successful social selling and employee advocacy programs. I recently shared some thoughts on this:

Culture of Mutual Respect, Trust, and Empowerment

The opportunity to work with smart people, passionate about their work, grounded in a culture of trust and mutual respect – was a key driver in my decision to join Trapit. Culture, values, and work styles were key parts of my conversations with Hank and Tommy. Right away, with this conversation happening up front in a very authentic and transparent way, it was clear we were aligned on these values.

So, Just over 90 Days since I Started….

From day one at Trapit, it was clear that the conversations we had about authenticity, focus on business value, customer success and culture were grounded in reality. The Trapit team is amazing – smart, passionate people – with an incredibly diverse range of capabilities and experience. A culture of mutual respect, trust, and empowerment enables us all to be agile and focus on customer success.

I recently met with one of our business partners – the first question I was asked was, Why did I join Trapit? I told this story, and then he asked me, “And is it everything you expected?”

My answer was, “Yes, and more.”

Want to Learn More about Trapit?

It all starts with your content

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In this day and age, it’s rare to even think about buying something without doing a little online research. It’s become a natural part of the purchasing process, for things big and small, because who wants to get a bad price or have buyer’s remorse? If a customer is buying a new pair of running shoes, they will go online to see the features, specs, and reviews before clicking “buy.” If they are looking for a new laptop, they will most likely check out reviews on top tech websites, or even better, go look at the laptops in a brick-and-mortar store and then find the best price online. When it comes to business, marketing, and software services, the buying process isn’t so different. With a wealth of information out there on the web, why would you make any purchase without being well-informed? You wouldn’t.

So, if you know that your prospects are doing their own research and forming their own opinions before you even get a chance to email or speak with them, how do you engage and put yourself ahead of the pack? It starts with your content. It has to be out there working for you all of the time. Your customers or prospects are definitely doing their own research and surveying the competition before ever contacting you or clicking that “learn more” button. By that time, they are probably pretty closing to making up their minds. With that being said, your options for engaging that prospect before that point are fairly limited. You can’t email them or call them on the phone, but what you can do is give them the content they need to make a well-informed decision, hopefully leading them back to you instead of your competitors. If not, so be it, at least they saw what you had to offer. That’s a better scenario than that prospect passing you by because of a dearth of content on your company’s site. It’s time to give in to the fact that your prospect wants to be almost sure of their decision before ever speaking to a representative. Give them the content they need to do so.

Let your content do the talking – Is there enough content on your website? What does it say about you? Think about the customer and what kind of content they want to see to help them make an informed purchase. Look at your competitor’s sites and see what kind of information they are putting out there. You may not want to give away all your secrets, but put enough out there to give prospects a good idea of what you are all about and what kind of services you offer. Fact sheets, case studies, and blog posts that demonstrate thought-leadership in your area of expertise are a good place to start. If you’re not sure what kind of content to create, start with listing out your customers biggest pain point and business problems. Consider what you would want each prospect to know if you could, in fact, talk to them. Write blog posts or e-books about those subjects to make sure they are in the loop.

Put your content out there – your content is your best shot at engaging with a prospect before they narrow down the field, make sure that content is visible. Don’t hide it in a back page of your website. Put it out there and make it easily accessible or even downloadable. Integrate your blog into your main website so that with one click a prospect can read several posts that help them understand your brand and your purpose. Stay active on social media, too. If you are distributing your content to multiple channels every day, your prospect is more likely to see that content and keep you top-of-mind. The more visible your brand is, the more likely that prospect will keep you in the running and eventually click to contact you.

If you’ve done a good job with your content, your prospect will have a lot of knowledge about what you offer by the time they make the decision to become a customer. That means they will be making an educated decision and will be a lot less likely to have buyer’s remorse or be surprised when they find out exactly what you do. An informed customer is a happy one, so let your brand content do the work for you.

– Kelly

Is Trust Enough?

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Trust. Trust is something that people value. When there is trust there is a sense of safety, a feeling of contentment, an overall belief that things are ok – perhaps better than ok. Think about who you trust: a doctor, a friend, a partner, even a pet. We learn trust based on consistency in our experience. The experience needs to be worthy of the trust we place in it. Trust can be achieved through a deeply personal experience, and sometimes trust is created because the masses have expressed their opinion. So through their collective delight, the natural outcome is one of naïve trust – not experienced but supported through the mere fact that if the crowd feels something is right – it must be right!

What is trust anyway? Is it a belief in something or someone? For instance, I trust you. Is it a hope? Or perhaps a promise? Yes, Yes, and Yes. So what is the relevance of trust as it relates to marketers…. and does it really matter?

Today, as in the past, companies bear the responsibility to build trust in the goods or services that they deliver to the market. There is a lot of noise about “promise of value” associated with companies brands. A promise is made and we are asked to believe and trust that the promise will be delivered. Think of the “good housekeeping” seal of approval, which gives instant credibility. Whether you are marketing cars, clothes, or canned goods, you want your audience to believe in what you are telling them – you need them to trust you so they will act.

Doesn’t every brand need to advise, teach, and coach in a manner that is tried, true, and trusted? Sure they do. But is trust enough?

Once again the marketers’ dilemma surfaces and new thinking is required. Buyers need more than to just trust in a brand. They need to view the brand promise and associated offering as something that is better than the alternative. The brand needs to differentiate not just by being a trusted advisor but also an advisor with credibility, authority, permission, and authenticity. The Internet houses an ocean of data and therein is the secret ingredient to advancing from the trusted advisor to the advisor who stands out as an authority who the buyer can trust.

Content is the all-important key– it is all about content and relevance. Content without relevance is like shoes with holes in the sole. Your audience demands that you provide information that means something to them. This helps them in their endeavors, and even if they don’t buy at first, they are appreciative and this appreciation renders itself in loyalty and eventual action.

Delivering the brand story with confidence and authority requires courage. Yes, courage. Because relevant content isn’t just about your company and its products and services, but all that surrounds, impacts, and influences it. That means that your competitors’ stories might need to appear in your content. Building credibility means you need to provide balanced and compelling stories…those that are interesting, but most importantly relevant.

Many companies define content as a keystone of their marketing strategy – yet a pretty website with lots of content that is myopic, overwhelming, unimaginative, or candidly boring is really not the way that brands become authorities. They become authorities by going beyond the norm – reaching out beyond the typical boundaries and telling stories that are important, provocative and relevant so that people keep wanting more – keep coming back – and why? It’s simple. They trust that you are an authority not only with your products and services, but an authority about the sector and all that surrounds it.

At Trapit we can help you become the authority that is trusted. With our Content Curation Center you can discover and deliver relevant real time content on your website, through email, on smartphones, tablets, or through social outlets. And guess what – it’s fun and easy. Come and visit us at Trap.it – we are your authority when it comes to creating content that counts. Let us make you one too.

-Pat

Is Discovery the Key to Keeping Users Engaged?

Discovery. It’s one of those Internet buzzwords that gets tossed around without a lot of explanation – everybody wants to be part of it, but what does it really mean? The jury’s still out on any hard-and-fast rules, but as far as I’m concerned, discovery on the Web is what happens when you stumble upon something that both surprises and intrigues you. You probably didn’t know you wanted it, but now that you’ve seen it, whatever it is, you want to know more. It’s serendipitous and unexpected – much different than going to Google in search of something specific. It’s the phenomenon that happens when I see a fun new hair trend on Pinterest and 30 minutes (and many clicks) later have an entire Pinboard dedicated to hair chalking. I spontaneously discover something interesting and fresh, and all I want to do is keep clicking and learning more. Therein lies the importance of discovery.

I’m sure it’s happened to everyone reading this on more than one occasion. You’re perusing one of your favorite websites (or social networks) and you see a photo, video, or article that catches your eye. If it’s something that truly interests you, you’ll click on other similar content if it’s presented to you on that website. Eventually you’re 12 clicks deep and have been on that website for 25 minutes. As a content marketer, that is a dream situation. Yes, it’s important to get people to initially come to your website, but what is arguably even more important is getting them to stay there. And in the digital age, where consumers are pulled in a thousand different directions every time they open their laptops or check their smartphones, it’s no easy task.

Some people will say that flashy headlines or just putting your links out there on social networks will get readers to your website. And maybe it will, but will it make them stay there? I would venture to say no, unless those readers are also discovering new and interesting content that relates to their interests after they make that first click. Like a lot of other people I know, I’m guilty of some digital ADD. I usually have about 18 Google Chrome tabs open at once, and often click in and out and back and forth way more than I’d care to admit. It’s pretty rare that I stay on a single website for more than 10 minutes, but when I do, it’s when that website has tapped into a specific interest, is showing me more and more interesting content, or is offering something I’ve never seen before.

In the hair chalking example (see photo above), I didn’t know about this crazy trend until I happened upon it while browsing Pinterest. I stayed on Pinterest because I was interested in this new discovery and the website kept showing me more of what had pulled me in in the first place. Each click led me to something else of value, so I kept clicking. If all websites could do the same thing, we would have a lot less digital ADD going on. The mistake websites make is putting too much emphasis on that first reader click and not enough on what happens after. Without presenting that user with more valuable information related to what they are interested in, that click will be gone in a minute, or maybe less. And while having a lot of clicks on your website is good, having users who actually stay there (because they feel they are discovering something new) is even better.

-Kelly

Inside Sales Leaders, It’s Time to Update Your Metrics

How do you measure your inside sales team? Many companies rely on the following metrics (or some variation thereof):

Call → Meeting
Meeting → Opportunity
Opportunity → Deal
Call → Deal

Unfortunately, those metrics are antiquated, and by sticking to those KPIs, you could be negatively impacting your business. Let us look at how our metrics are leading us astray.

The Problem

You might be scratching your head, wondering what could possibly be wrong with those metrics. Calls, meetings, opportunities, and deals – That’s how inside sales activity has been measured for decades. Why change something that’s not broken?

But that’s the problem. Those metrics are broken. They no longer reflect how customers and sales reps interact, especially at the beginning of the buying process.

97% of cold calling is ineffective, and by establishing “calls” as one of your key KPIs, you’re sending the wrong message to yourself and to your team. You’re…

1. …Showing that you’re out of step with the modern buyer

If call volume is a key metric for your organization, it’s clear that your organization doesn’t understand your buyers. For the modern buyer, a phone call is just one way of connecting with a sales rep. (And for many buyers, phone calls are not their preferred means of communication!)

Nowadays, buyers use email and social media to learn about vendors and to interact with them. Heck, many vendors jump between channels – from social to email to your website to the phone and then back to social. The modern buyer’s engagement cannot be measured through a monolithic KPI like a “call.”

2. …Setting the wrong expectations with your team

Your inside sales team is not a call center. By using “calls” as a KPI, you’re establishing the phone call as the gold standard for your team, and you’re telling your sales team that phone calls are what matters most.

That message could be detrimental to your sales team’s performance. Given the ineffectiveness of cold calling, your inside sales team won’t succeed if they think that the phone is the only way to communicate with buyers. To generate leads and close deals, your sales reps need to expand how they think about the modern buyer, and they need you, their sales leader, to guide them.

Bottom line: A sales team’s behavior will not change if sales leaders don’t change how they discuss and measure the modern sales process.

The Solution: Separate Engagement Metrics for Each Channel

If not “calls,” then what? What should sales leaders focus on?

Instead of focusing on call volume, sales leaders need to concentrate on engagement metrics. They need to ask themselves how they can measure salespeople’s multi-channel interactions with buyers.

Unfortunately, there isn’t a single metric that captures all that information. The way that salespeople and buyers interact is unique to each channel, which means that each channel requires different engagement metrics.

For a phone call, inside sales teams could measure whether they spoke with someone, or they could rate how well their conversations went. For an email, sales reps can look at opens, clicks, responses, and the quality of those responses. For social media, sales reps can look at how buyers on LinkedIn and Twitter engage with their posts or how many new connections they’ve made on LinkedIn in their target demographic.

Taking a more expansive view of buyer-seller interactions might sound like a headache. But in the end, it will be worth it. By expanding your view of buyer-salesperson engagement, you can get a more accurate picture of what’s working in the selling process and what’s not.

Who knows? You might be pleasantly surprised. Phone calls may not be the strongest predictor of closed deals. There might be other forms of engagement that are more telling.

After all, social selling leaders have 45% more opportunities every quarter than social selling laggards.

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Is Account-Based Social Selling Right For Your Team?

B2B marketing and sales leaders are abuzz about account-based everything. From account-based marketing to account-based sales development to account-based social selling (ABSS), the excitement is palpable.

But how do you press “pause” on the buzz and determine whether an account-based strategy is right for your social selling team? In this post, we’ll look at the telltale signs. As we’ll see, there are three scenarios where ABSS is appropriate for a sales team, and we’ll discuss some scenarios where it isn’t. But first, what is account-based social selling, anyway?

So, What’s Account-Based Social Selling (ABSS), Anyway?

In traditional demand generation, marketers try to engage the largest number of potential buyers as possible. Marketers nurture those leads and pass them over to the sales reps, who try to close as many of those leads as possible. In other words, the marketing and sales organizations are trying to cast as wide of a net as possible.

Account-based marketing and sales is, in many ways, the opposite. Rather than saying, “I want as many leads as possible,” companies focus their marketing and sales resources on a targeted set of accounts. And they deliver highly targeted, highly personalized campaigns to those accounts. Typically, these accounts are extremely lucrative and are known to be a good fit for a company’s products and services.

In fact, studies have shown that companies that use account-based approaches have a 75% increase in close rates – compared to those that use more traditional approaches to demand gen.

So, what does this have to do with social selling? Account-based social selling is one way to approach account-based sales. It is when B2B sales reps use social networks to engage with people at their target accounts. They follow the company on LinkedIn and Twitter. They connect with a targeted list of potential customers across social networks. They share content that will be relevant to their target accounts…

You get the picture. In the next post, we’ll dig into the “how” of ABSS. In the meantime, let’s discuss how you know whether ABSS is right for you.

When Should You Use ABSS?

In short, account-based marketing and account-based sales are about focus. Account-based strategies require focus on a very narrow target audience. Here are three occasions when you should take an account-based approach to social selling.

1. When you are targeting a select number of accounts

Typically, with an account-based approach, your target accounts are quite large. They are the dream accounts that marketing and sales have their eyes on. For example, you might be a named account rep, who works exclusively with the Fortune 100. At any given time, you’re working a small number of accounts and can afford to dedicate your time to interacting with contacts at a handful of target companies.

2. When you are targeting a group of accounts with very similar characteristics

Perhaps your sales team is working with buyers in specific verticals. Or maybe they are focused on companies that have certain technologies already in place. Or perhaps they work with companies that belong to very specific niches. For example, let’s say that your team works with Financial Services companies that use a specific type of mobile banking technology. Most likely, you know who your buyers are, and account-based social selling is right for your team.

3. When your team needs to be more strategic on social

For newbies, social networking can be overwhelming. As a result, it’s likely that some of your sales reps are simply going through the motions of social selling. Perhaps your sales reps are posting content. They’re commenting on other people’s links. They’re growing their LinkedIn connections and Twitter followers. But they lack a sense of purpose. They don’t have an end goal in mind, and as a result, their pipeline isn’t growing.

If this sounds familiar, you may want to consider an account-based approach to social selling. Sit down with your sales reps. Have them create a list of 5-10 target accounts. Then, discuss ways in which they can research those accounts and engage with key stakeholders at their target companies. That way, their social actions will be less aimless and more purposeful.

The Bottom Line

An account-based approach to sales isn’t for everyone. If you have a sales team that sells to thousands of SMBs, ABSS is likely not your thing. If your social sellers are hyper focused and producing great results, once again, ABSS might not be for you.

But if your sales team is trying to attract specific accounts or if they seem to lack focus on social media, then, ABSS will be worth your while. In adopting this approach to sales, your reps can focus their time on the people and companies that matter most, and your team can land the accounts that they have been talking about for months.

Now, you just need to get started. In our next post, we’ll take a closer look at best practices for ABSS.

Want to Learn More About Social Selling?

In the meantime, flip through the Executive’s Guide to Social Selling Success.

Is A.I. “Intelligent” Enough? The Case for a Human (and artificial) Touch

Illustration by Tom Cheney

In our new digital age, every time a story breaks, you can be sure the entire world will react. Even if the only thing you do is log into Facebook or Twitter, you’re guaranteed to be greeted with a stream of stories on the topics du jour, from politics to technology to health. If we’re not careful, it’s all too easy to fall victim to the echo chamber and encounter only the same select few facts, interpretations and perspectives over and over again.

It’s a tougher problem to overcome than you might think. Even though there are literally hundreds of thousands of sources of original content out there in the world today, it’s always the same few dozen voices that rise to the top of Google News. There is an intense pain that all of us who are information-seekers feel: we have a burning desire for high-quality, diverse, and relevant information, but only a limited amount of time and resources to put into acquiring it.

Maybe this is a good problem for humans to solve? We’re outstanding at discriminating between high-and-low quality articles and publications; we can recognize nuance and thoughtfulness and separate out shills and demagoguery in mere seconds. The expertise we’ve acquired in our fields allows us to recognize a brilliant piece among a sea of mediocrity in ways unmatched by any automaton. Yet we’re also extraordinarily limited by how long it takes us to read and process information. Even if we sift through a thousand articles a day from the sources on our radar, there’s still a great chance that we’re missing out on some stellar content from a source we haven’t encountered before, or one we don’t associate with the type of content we’re seeking out.

So, then, maybe we should outsource this problem to a machine? After all, machines can quickly aggregate, sort and filter huge quantities of information, and select or flag articles based on whatever criteria you program into them. The very parts of the problem that are most difficult for humans are a snap for machines. And yet, despite everyone’s best efforts, machines on their own are still easily duped by SEO tactics and are unequivocally lousy at distinguishing articles based on quality.

Artificial intelligence is an incredible development, but it’s still no replacement for a human’s expertise. The way to optimally solve this problem is to first let the machines do the part they’re good at: aggregate and scan the articles as they’re created, sort and filter them according to an intelligent algorithm, and return only the best content to select from. But then, get a human, preferably one with the right expertise, to accomplish the tasks that they’re good at: to pick out the nuance, to select articles for quality and relevance, and to choose a diversity of perspectives to present to the final audience.

Don’t let the sheer amount of content overwhelm you, but don’t fall into the trap of forcing a machine to perform a task it’s not suited for. It’s only through the fusion of man and machine that we can ensure that the right content reaches the right audience at the right time.

-Ethan

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The Role of Social Selling

Authenticity of the People, Organization, and Approach

Deep Commitment to and Focus on Business Value and Customer Outcomes

Culture of Mutual Respect, Trust, and Empowerment

So, Just over 90 Days since I Started….

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The Problem

The Solution: Separate Engagement Metrics for Each Channel

Want more great sales tips?

So, What’s Account-Based Social Selling (ABSS), Anyway?

When Should You Use ABSS?

1. When you are targeting a select number of accounts

2. When you are targeting a group of accounts with very similar characteristics

3. When your team needs to be more strategic on social

The Bottom Line

Want to Learn More About Social Selling?

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