. Today I read an interesting article on HBR about negative feedback.
I don’t want to copy their thoughts but I would like to add my own ones.
Currently we afraid about negative people, negative feedback, negative emotions, etc. I see it like a “positive trend” that it is not always a positive and good for us and our businesses. Of course there is another trend in social media and online media overall – haters…- people that hate everything, comment with anger, envy,etc. We can easily find such examples in our world.
On the other hand we forget about the constructive critique than brings development and changes our world in a positive way. All inventions come from a critique of a lack of some needs fulfillment and dreams.
I don’t think here about the straight critique of people’s work, talents or their traits that can damage a very fragile person and stop her/his development. It has to be done in a very tactful way. Everybody is unique with his/her skills, talents and experience. We have to respect each other but also constantly develop our skills. Young people should learn it especially. The competition is growing rapidly. They have to compete with all global generation that has similar skills and possibilities.
I think here about the critique of company processes, customer service, products.
The business consultancy is something like that – we look at the company’s issue and analyse, criticize and recommend solutions.
Our customers are our consultant very often. Simply we forget about it.
Recently I had a B2B client that lost his 70% customers. Of course he wanted to know why.
After small talks to his team, I got information that all his team members knew about this change half a year before their customers left. Can you imagine?
And they didn’t do anything to stop or find out why. The employees thought that their services/products are too expensive in comparison to the competition. But they didn’t ask straightforward their customers if they were satisfied or not.
This is the reason if your company gets the direct critique or feedback, it is a positive act.
Simply you can change something faster or prepare yourself for changes ( if they are long lasting like a needed investment). You can get loyal customers if you can help them and solve their problems.
If employees of the company that I described before shared the information and knowledge with his boss, they would prevent a situation of losing rapidly 70% of customers. Maybe they could change their products, price list, internal processes or prepare themselves for new ones, or postpone their leaving.You can imagine how difficult is to get new customers, how costly it is and time consuming in B2B service.
After my analysis we found out that not only too high price was the main issue.
There were others:
- lack of flexibility in solving issues
- poor customer service – answering after 24 hours; lack of nice atmosphere and simply chatting that customers needed
- lack of regular reviews of customer portfolio: most profitable customers, most demanding vs. cost, time spent
- lack of effort of getting new customers
- lack of regular promotions and marketing activities
- lack of investment in online tools that people prefer now
- and many others
Social marketing can help in getting some trends for your business if you plan a long term business. You can learn what people like, what is interesting, how to engage them, even they are not your customers now because of their age.
I see that the most important is your product and service. If you can excel and present it in a marvelous way, you will win. People love unique and great designed things. Look at Apple, Samsung, Boca do Lobo. They have all these parts plus great operational processes.
I wish you and myself to get to such level.:)
Content Marketing and Search Engine Optimization (SEO) are two critical components of inbound marketing. Recently I read a few interesting articles about it. These is a summary of my findings.
The larger the organization, the more challenging it is to get approval and buy-in to build a sustainable content marketing program that will significantly move the needle in SEO
Your content marketing strategy will provide the biggest boost to your organic search visibility if you follow these four rules:
1) Know your key personas
2) Know and write to all stages of the buy cycle
3) Talk outside-in vs. inside-out
4) All write in the same direction
Know Your Key Personas
We all know how important it is to know your customers, core audience and key personas on the web. This applies directly to the content you create – especially for B2B companies – that usually have a limited content creation budget.
The clearer the picture of your personas are, the more targeted your content creation will be resulting in higher quality visitors that are closer to your ideal prospect.
Simply answer following questions:
• What are the main types of business problems the persona typically needs to solve?
• How does your product or service provide solutions to these problems?
• What are some specific tasks the searcher wants to accomplish?
• What are some sample search queries the persona might use?
• What can the site provide that will cause the searcher to accomplish this task?
• What is your business goal for the visitor? Lead gen? Newsletter sign-up? Sale? Inspiration?
• How will the searcher be motivated to complete this business goal? i.e., what’s the offer or incentive? What is the call-to-action?
With this intimate knowledge of your audience in hand, you can craft more relevant keyword and content topics.
Know and write to all stages of the buy cycle
Author: Scott Fasser, VP of Customer Experience at Optify
Talk outside-in vs. inside-out
Knowing your key words that web users use via a search engine can help you drive a new way of your brand communication as well as modifying your basic message.
SEO helps reach more customers in an inexpensive way. If you don’t like words your clients find your company via search engine, you can invest your time and money into the keywords more relevant to you. But a wiser thing is to use what you have and create different communication by using your current key words.
The lesson here it to review your current and future messaging from the point of view of a persona that does not know about your brand, focus on true differentiation/value proposition and create content that they will understand without needing an explanation. Finding that balance between pushing new concepts and terms vs. serving the market where it exists today is an important input into your content marketing planning.
Write in the Same Direction
Content creation and SEO is no longer limited to the marketing department and copywriters. Blogs, social media, press releases, video, podcasting, etc. has created many ways to easily publish content to your company and other industry related sites. Profiles on Facebook, LinkedIn, Twitter, SlideShare, Pinterest, Google + mean that there are MORE places to fill with content. All of this communication impacts your brand and visibility – positively or negatively.
One of the most important things you can do to amplify your content strategy is to get as many people in your organization to understand how their work can impact the SEO program and what they should to contribute. By giving them the education and the game plan for what key messaging and keywords are reinforces the central promise of your business.
Simply one voice and one direction = you are the king.
How to create a successful website – It is a common question. Every day we are being asked for helping in making it happen.
Some people think that only search engine optimization is a key for success.
Guys, it is not true.
STEP 1: Start by creating a basic road map.
This will help you in keeping the directions and your dreams together. Keep in mind that this is an evolutionary process. You can change it and modify. The most important thing is to start doing it. The visions and dreams are really important but building a great website, portal or online shop like e-bay, Amazon or onet.pl takes years. Please remember it. Evolution is the best solution at the beginning. Start small and grow big.
STEP 2: Determine what the main goal for your website is:
- informative about you, your current or future business,
- a lead generation to concrete group of clients,
- content sharing, etc.
Each goal requires different tools, skills and investment of time, money. It can be a hybrid of many goals but please remember to start with realistic goals for you and your resources. Building some tools require a time ( 6-12 months) and money.
STEP 3: Once you choose your goals we can concentrate on designing your website:
- do you have your logo, visual identity
- what is your style – colors, behavior, clothes
- what are your clients that you have already and you would like to have
- what other websites you like and enjoy
- tools to drive traffic into your website or online shop
- and many other detailed questions
STEP 4: We present designs, layout of major pages for you, some tools:
like sliders, video or photo galleries, forms, quizzes and others that are in the scope of your initial project.
STEP 5: Development
Once you approve the designs a typical agency will start working on coding and development of your website or online shop.
STEP 6: Tools creation or configuration to help drive the right traffic to your website.
The web is a very competitive space- over 11 billion web pages, so you need to be strategic in deciding what works best for you. Some of these tools include search engine marketing, e-mail marketing, social media marketing and search engine optimization. We help in:
- newsletter configuration
- linking to most popular e-mail marketing tools like mailchimp, getresponse.com or Polish freshmail.
- setting social media: Facebook fanpage, Youtube channel, twitter, etc.
- setting web statistics
STEP 7: The time to decide how and where you’re going to spend your (limited) marketing budget.
At the beginning your website, domain is unknown. You need to start with some SEO elements:
- adding urls to most common search engines ( we can help in it)
- adding good content with key words you would like to be searched
- adding meta descriptions and alt descriptions to your pages, photos and videos
STEP 8: If you have budget, it would be good to start also:
- paid search activities to promote your website.
- adding your website to some professional catalogs
- adding your online shop to price comparison portals like ceneo.pl, nokaut.pl
- adding some offers into allegro.pl or any other partner portal
These activities depend on your main goal, budget and strategy.
Some tools work very well for online shops, some work better for websites and portals.
STEP 9: At the end what is the most important? CONTENT and CHANGES
You need to spend time to build your brand, your website, products to change it frequently. Please apply what you learn from your web metrics. These include page views, length of visits, traffic volume and trends, and you should study them to improve your site’s content, navigation and performance.
This enables you to offer a better experience to your visitors and create a successful website.
Good luck! Of course we can help:)
No man is an island, entire of itself every man is a piece of the continent, a part of the main if a clod be washed away by the sea, Europe is the less, as well as if a promontory were, as well as if a manor of thy friends or of thine own were any man’s death diminishes me, because I am involved in mankind and therefore never send to know for whom the bell tolls it tolls for thee. ~ John Donne
It is a great beginning of our understanding what the social network means.
Not only online social network but overall – our family, close friends, friends from school, from work, friends from our societies, people that we meet everyday on the street and on our way to work.
We are connected.
What is the main goal of social network?
1. deeper relationship or
2. better understanding of ourselves and brands
3. building our image or keeping it
4. getting more relations?
I think these are the main goals of being there – in facebook, twitter, goldenline, linkedin, pinterest.com etc.
the question is what our strategy should be in such world
Think about it positively
It can help you in your life by: getting better products, better services, better customers, better knowledge, trusted reviews.
Of course you can feel some manipulation. But you are wise and you will know when it happens.
Not all companies want to spend their money in social network because of time, because of difficulty to maintain the interest.
We have the same problems. On the other hand our clients and friends prefer get better information form time to time.
Maybe your clients would like to get it on quarterly basis for example.
Try to understand their needs and expectations. They will come back to you.
Nobody like spamming.