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Archive for Marketing Communications

Extend Your Marketing Campaigns with Social Media

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Tuesday, March 30th, 2010

I work with marketing colleagues every week in businesses of all shapes and sizes who try to distinguish the hype from the reality when using social media with customer marketing campaigns.  Sadly the marketing ethos is loaded with “social media gurus” and “experts” who offer little more than gimmicks for MLM marketing and Google adwords campaigns while professing the need to “tell stories” in order to engage customers.  (Insert gag reflex here)  Typically these self-described experts don’t work to understand the voice of the customer or identify the objectives and goals and the strategy to achieve them. Don’t abandon sound planning by randomly throw spaghetti on the wall to see what sticks! (I recently wrote about Desired Outcomes and the SOSTAC method for effective planning and execution.)

A Model Worth Trying – Using Social Media to Support Marketing Campaigns

I recently implemented a high performing B2B social media and web campaign strategy for a B2B technology company which effectively extended e-mail campaigns and a newly branded web site.  These campaigns were automated and integrated with a CRM system and metrics were captured using a BI tool and Google Analytics.

The objectives were to re-connect with a large and passionate global community of customers and partners.  The supporting goals were to increase overall organic search performance, web site traffic, and lead conversion rates for annual campaigns and nurturing programs.  The expectations were high but achievable.  A critical strategic component of the overall plan was extending the web site site with focused and manageable social media channels which included a Facebook Group, Twitter page, YouTube channel and a blog that provided high value content for a specific customer segment.

Following the strategic campaign calendar, we structured the social media channels to support campaigns in this manner:

1.  Campaign Landing Pages: Campaign Theme and Content Toolkit that provided free downloads for basic content or required forms for higher value content.

2. Website: The homepage had a specific section dedicated to promoted the latest campaign with compelling content and a call to action.

3. Blog: Provided high-value content that described a real world application of the technology solution which may include best practices or a customer case study.  We ALWAYS had a call to action at the end of the blog to encourage commentary or to “learn more, download our podcast/white paper/assessmeent tool, etc.

4. Twitter: Promote the latest blog entry or case study or other high value content using targeted hashtags and bit.ly links.  Bit.ly links provide a high level method for measuring click through rates.

5. Facebook Group: This was used to promote the latest content or events with direct links back to the web site or blog in order to encourage conversions and engagement.

6. YouTube Channel: For each campaign we promoted supporting content on our YouTube channel.  This was designed as high value informative content which included a call to action to visit the web site or campaign landing page.

7. Marketing Automation: The cohesive component that tied each of these channels together was the use of a marketing automation system.  We were able to measure the conversion rates on every channel from the initial email, the landing pages, blogs, web site.

We found these extra channels extended our campaign reach beyond our standard in-house and 3rd party email lists and significantly increased conversion rates.  There were a number of reasons for this:

1. Improved organic search performance. On specific keyword searches, we had more content available from multiple channels which displaced competitors deeper into search results.  More content was made available and was easier to find.
2. Contacts had more options to experience content at their pace. When they were ready to engage more directly, they would complete simple forms to reveal their identities.  Our prospects were better informed and more highly qualified when they engaged with sales.
3. More engagement based on problem solving inquiries and information sharing. Our customers, prospects, and partners engaged in different ways taking advantage of new forums and channels.  Prospects found ways to connect with us instead of only talking with a sales representative.  Our partners provided valuable information and commentary on best practices or product information.

This is basic model that can deliver results with proper planning and implementation and high value content.  I would like to hear how you extend your campaigns with social media channels.

Categories : Customer Marketing, Marketing Campaigns, Marketing Communications, Social Media, Social Media Marketing
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Stay the Course – Messaging and Positioning Framework

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Friday, February 26th, 2010

“They’re mere guidelines…”

Messaging and positioning frameworks come in all shapes and sizes and benefit numerous varieties of organizations.   Messaging and positioning frameworks help organizations communicate a unique value proposition in a consistent manner across multiple activities and platforms. These frameworks are critical to successful strategic communications and they exponentially enhance the effectiveness of tactical activities and tools.  Campaigns, events, sales, advertising, customer service, web sites, invoicing, PR, and social media efforts can all benefit in increased effectiveness by consistently reflecting a messaging and positioning framework.

Help the Customers Help Themselves to Understand

Consistent communication helps prospective customers feel comfortable and confident in their decision steps in the buying process.  The messaging is reinforced based on each interaction point that consistently reflects the messaging and positioning.  Without a framework, what is the message?  Without a framework how can you expect customers to “get” your story? Even with the greatest product ever, no one cares if your positioning is weak.

Two Models to Try

Here are two models that work well and I have used both.  Geoffrey Moore developed a fantastic model when he published “Crossing the Chasm” which I still find useful today.  Geoffrey Moore’s classic formula structures a positioning statement like this:

“For (target customer) who (statement of the need or opportunity) the (Product name) is a (product category) that (statement of key
benefit/compelling reason to buy) unlike (primary competition) our product (statement of primary differentiation).

The next model uses three pillars and is commonly used in the software industry, especially here in the Silicon Forest.  This model works well to position a single solution with different audiences.  For example, a departmental business manager may have different interests from a CFO or an IT Director.  However, an individual product or service may solve the problems of each individual and it’s important to cater that message to them.  This model can work also well to help position a solution or product in a vertical industry. (click to enlarge.)

Messaging and Positioning Framework - 3 Pillar

How do you develop your positioning frameworks?  What are some of the models you follow?  Let me know your thoughts and feedback.

Categories : Marketing Communications, Messaging, Positioning
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Smarter, Faster, Stronger with Marketing Automation

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Wednesday, February 24th, 2010

Marketing professionals like me who began their careers well before the Dot-Not Bust have seen a steady evolution with growing demands on what marketing should deliver – along with growing disappointment.

Long gone are the days where a marketing VP or marketing communications director would focus exclusively on agency management to develop meaningless and expensive ego-driven advertising  (i.e. Dot-Not “New Economy” ads) libraries of salesware and brochureware, and tons of tradeshows.  Also gone are the days of relying on the voodoo of junk mail agencies to scatter thousands upon thousands of mail pieces per month (and random email spam) in order to generate a stellar 1.00017% response.

Vast empires of marketing coordinators, traffic coordinators, event managers, inhouse designers, marketing communications directors and others were considered successful if they generated XX-thousands leads per year, depending on what the definition of a lead was at that given moment in time.  During annual business reviews marketing statistics were always tweaked to show a growth in “lead” generation over previous years.  Strangely, revenue would remain flat or decrease.  Finger pointing ensued.  (Hopefully this is familiar to many of you in a past-tense and not currently!!!)

Smarter, Faster, Stronger with Marketing Automation

This is one of the most exciting times for organizations to build strong customer relationships thanks to the rapid innovations in web technologies and social media channels and with marketing automation which ties everything together.

Successful marketing executives will have integral input, relationships and credibility with their peer executives and will help set the strategic direction of an organization.  One of the key resources that rebuilds credibility is a marketing automation system.  Marketing automation systems have numerous benefits that will strengthen the overall strategic focus of both marketing and the firm as a whole.  Some of the most important advantages and measurable benefits are:

Doing WAY more with less. Empire building is over with massive and random headcount.  Organizations with marketing automation can deliver and maintain more high quality customer connections with fewer people and less budget.  (I can sense the twitches and gasps from my marketing friends…it’s time to evolve folks!)  I am personally familiar with a firm that in the 1990′s and early 2000′s had a marketing department of 30 with a heavy focus on classic marketing communications and a massive annual spend with agencies and headcount.  That same firm now has a marketing department of less than 10 and uses a marketing automation called Eloqua to manage and measure ther annual marketing programs.  The quality of their customer connections are higher.  They capture better information to help make strategic product decisions.  The relationship between sales and marketing is strong.  This would not be possible without a strong marketing automation system.  With this company, marketing now has a seat at the table with the executive leadership.

Focus. Scatter gun direct mail with the “standard “1.4% response” is dead.  Marketing execs need tools that help them connect with the right prospects and customers with the right content at the right time.  No more pure guesswork.  A marketing automation system provides the focus to deliver a campaign strategy for a company year after year.

Content is King. Help Customers Find You. Customers are in control for when and how they want to be contacted.  They want information to help them with their buying decision.  Develop and provide a range of high value engaging and entertaining content.  Measure which content is best received and find ways to duplicate your success.

Measure. Measure the right data to help the organization make strategic decisions to identify market opportunites and respond to threats.  The executives must agree on the metrics at the beginning of a reporting quarter, or year.  Measure what works.  Identify what doesn’t.  Hold the entire organization accountable for the information reported.  Don’t just focus on generating more “leads” year over year.

As the economy heals from the economic bruising from the last three years more organizations will re-invest in marketing.  However, expectations are high, as they should be.  The old way of marketing is dead.  Marketing automation systems help organizations be smarter, deliver better results, spend wisely, and establish strong customer connections.

Categories : Demand Generation, Eloqua, Manticore Technology, Marketing Operations
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How to Tackle any Marketing Opportunity – SOSTAC

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Friday, February 12th, 2010

Ed. Note: Zephyr 47 has launched the 2nd Edition the eBook “Guide to Product Launch Programs” available for free download here.  Product Launches are perfect for the SOSTAC planning model discussed in this blog.

About 15 years ago I learned an effective approach to any kind of marketing program, campaign or comprehensive marketing strategy.  And since I like to keep things simple this method fits nicely into an easily memorized acronym called SOSTAC.  SOSTAC is especially relevant when pursuing a marketing automation strategy using tools like Eloqua or integrated social media and Web marketing programs.  (Giving credit where it’s due: I learned this method from Paul Smith’s book “Marketing Communications – An Integrated Approach”)

SOSTAC stands for:

  • Situational Assessment (Where are we?)
  • Objectives (What do you want to accomplish?)
  • Strategy (How do we get there?)
  • Tactics (How will the strategy be implemented and when?)
  • Action (Execution, pure and simple.  Make it happen!)
  • Control and Metrics (Monitoring and measuring.  You can’t learn and manage if you can’t or don’t measure)

I use these guidelines when working with customers and partners to develop marketing automation strategies and integrated social media plans and marketing campaigns.  The beauty of SOSTAC is flexibility and adaptability.  Use SOSTAC to plan an event.  SOSTAC is perfect for planning a 3 year marketing automation and strategic social media strategy.  SOSTAC works beautifully for business planning for the upcoming year. Yes, this may seem like Marketing 101.  But it is amazing how even the largest companies get into planning chaos because they don’t have a simple method to follow.  With all of the “guru’s” and “experts” floating around promoting the latest tool or fad, especially in social media, take a fully planned approach.  SOSTAC keeps you on the right track.

Give this a try.  What methods do you use?  Drop me a comment and share what works for you.

Categories : SOSTAC
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