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Category Archives: Content Marketing

Big data allows us to take create new insights and connections that were not possible even five years ago.

By | Business marketing, Content Marketing, customer centric marketing, Customer experience, Marketing Automated Technology | No Comments

All of the information that the human race has created from the start of time till 2003 is 5x a-bytes now every 2 days we are creating 5 X a-bytes. Every day the average person today processes more data in a single day than a person did in 1500’s in an entire lifetime. We now have real time data. Each of us leave a stream of digital information about us with our texts, GPS, phone calls, browser history, FB chats and now this footprint is being use to make better marketing decisions. Crowd sourcing is one example and the gamification of health another.

wazeWe are getting insight that we didn’t have before. The Human Face of Big Data is a new book by Rick Solman and documents this change in this interesting book.

Big data is changing our whole world in every field and every industry will be changed by this insight.

pebble

Internet, Mobile phone, Social Media has changed our world. Technology has embedded itself into our lives. Don’t believe it is revolutionary? What is your TTS (time to screen – mobile, iPad, laptop) minutes, seconds?

The world is changing to re-using assets that are already available. Big data has changed the relationship we have with information. What if we can embed video in books. Point your phone at a book and it plays a video? The Human Face of  Big Data does this. Download the Human Face of Big Data App.

big data

Our planet is developing a nervous system that has software at its centre. This change is disrupting markets and creating new opportunities.How is big data changing your business?

Note to self: We have to seek away for those moments of solitude, a walk in the park without our iPhone, iPod or heart monitor device. Off to play with my son! (no not minecraft!)

Big data is a collection of data sets so large and complex that it becomes difficult to process using on-hand database management tools or traditional data processing applications. Wikipedia

Are your touchpoints as smart as your customers?

By | Business marketing, Content Marketing, customer centric marketing, Service Marketing, Small Business Marketing | No Comments

We can create, review, produce, consume, entertain, work and play all with a touch of a button. The digital age is has created The Age of the Customer. We are now in the boxseat as we have the resources to make us smarter than ever before. We now have access to tools that were only available to large enterprises a few years ago and what’s more they are very affordable. We are now empowered to make decisions and choose who we want to do business with. More and more these choices are based on the sorts of experiences that businesses provide.

“Smart customers are right here, right now. We’re not talking about sometime a decade out. Right now, smart customers can “see” traffic james two miles ahead – and avoid them. They can “sniff out” delicious food being prepared 5.4 miles away – and reserve a table at that top ranked restaurant in an instant. They can “hear falsehoods in the voice of a pushy, unethical sales person and recognise the precise factual errors he has stated – and locate elsewhere exactly the price, features and delivery they require.” Smart Customers, Stupid Companies: Why Only Intelligent Companies Will thrive and How to be One.

So the tables turned, the customer has more negotiating power and choice than ever before.  What does this mean for your business? I believe it means there is no where to hide and you now need to be  truly customer centric. You need to create experiences that are as smart as your customers.

Effective touch-points of all types—human, static and interactive—move customers closer to your business. Ineffective touchpoints push customers away. As a result, touchpoint performance is critical to customer experience. To improve it, you need to understand what touchpoints exist and how well they work.

Customer Journey Mapping is a way of drawing a map of your customer journey and is used to analyse, the processes and perceptions so that it can be improved. The visualisation of every touch-point or experience helps you determine how to optimise the overall experience.

We  help you  to see customer journeys, through your customers eyes. Customer eXperience (CX) mapping starts with understanding the Touch-Points across the current end2end customer journey and standing in customers shoes.

Example : Banking

 

Importance factors

banking customer benefits

This process includes

  • Map the end2end journeys through customers eyes
  • Identify pain points and moments of truth
  • Improve the things that customers value most
  • How to measure the real customer experience
  • Capture the true costs of failing to meet customer expectations
  • Get your internal Touch-point owners fully engaged
  • Pinpoint where to focus to improve customer loyalty
  • Identify new ways to engage customers
  • Re-innovate to define your signature brand experience

 

We can support you in this process by starting with mapping an existing customer journey and then progress to define the ideal signature brand experience. To learn more about how to get started with customer journey mapping for your key customer segments  Click Here to find out more

Online Mapping tools

Great news….Customer Journey Mapping  just got even better!

TouchPoint Dashboard is the first online software of its kind and goes beyond traditional mapping techniques. Maps are sharable with remote colleagues or anyone with access to the internet. This makes co-creation much easier and dramatically speeds up the total process of mapping a customer journey for different customer segments, propositions, channels and variations in your operating model.

  • %Organise all Touch-points
  • %Capture Touch-point information in one place
  • %Share online maps
  • %Collaborate with remote colleagues
  • %Change views with one click
  • %Map end2end journeys
  • %Create a library for proposition design

Book a consultation today to discuss how we can help you use customer mapping.

Not sure about marketing automation? Learn more

By | Content Marketing, CRM and lead generation, Marketing Automated Technology, Small Business Marketing | No Comments
Courtesy of Marketo

Courtesy of Marketo

Before the internet and social networks buyers had limited ways to obtain the information they needed and so the sell controlled the buying process. Today we are more informed and armed with more resources than ever but we still want to learn at our own pace. They want certain information, assurance, evidence, hand holding and explanations at different stages along their journey to invest in a product or a service with you. This trend in buyer behaviour has forced us to change how we market.

This is where marketing automation has found its niche.  Only 1/5 of leads are ready to buy on first touch point, can you nurture them?Marketing automation is a set of steps that are mapped out to strategically provide that ideal lead the next piece of communication be it content, contact or offer that will move them to a purchase.

Marketing automation technology allows you to use software to automate touch points so it can be a repeatable consistent experience. It can provide awesome measurement information, tasks and workflows so that over time you make better marketing decisions.

It use to be that large companies where the only users of Marketing Automation technology but today the vendors providing such software have made it not only more affordable for the small business but easier to use.

What does Marketing Automation software do?

There are a few different modules to most Marketing automation platforms but here are the key ones:

  • Lead Generation – via forms, landing pages, integration to social media
  • Segmentation – via database (CRM integration)
  • Lead nurturing and scoring – ranking leads by criteria
  • Relationship marketing – communicating over time (email marketing social media marketing)
  • Cross sell and up sell – presenting choices along the lead/ buyers journey
  • Retention – communication and offers (campaign management)
  • Measurement and RIO – measuring via criteria (Marketing Analytics)

The key advantage of marketing automation I feel is the opportunity to integrate the touch points to the lead or customer and make their journey purposeful. Being able to measure and use analytics to make better marketing decisions is such a valuable insight and interaction opportunities.

Don’t know which automation software to choose? Stuck. We can help.

Marketing Automation Checklist.

Creating a total content system

By | Content Marketing, customer centric marketing, Small Business Marketing | No Comments

John Jantsch from Duct Tape Marketing has created an awesome video and audio on how to

John Jantsch - Online Marketing Approach

John Jantsch – Online Marketing Approach

create a Total Content System. This is so critical for a business today as our customers seek out content to solve their problems. As John states “The use of high quality, education based content has become an essential ingredient in creating awareness, building trust, converting leads, serving customers and generating referrals.” What I really like about John’s approach is it is integrated. All the touch points are working together to maximise the lead generation.

Key Take Aways for me are:

  1. Listening: Use tools to listen like google alerts.
  2. Content Foundation: What are your customers passionate about? What topics are you passionate about? Key content themes. John explains how to create a content system
  3. Sharable – John gives some great tools for sharing your content
  4. Point of View E Book – your process, how you do it differently
  5. Snack Size content – curated content, aggregating the good stuff
  6. Landing Pages – call to action and one purpose
  7. Email Marketing – with follow-up
  8. Social Profiles – getting them complete
  9. Social Integration – strategy to how you publish and what is your call to action. Don’t just pitch but share ideas.
  10. Conversions – measure what is working or converting into leads, views, downloads etc
  11. Mobile – how to create a mobile version of your site and SMS marketing.

Overwhelmed? Yes there is a lot to do, but also a lot of opportunities to build your online presence to grow your business. If you would like to discuss how you create an integrated sales and marketing system, we would love to hear from you. Next steps..

Content trends and what’s working

By | Content Marketing, Small Business Marketing, Social Media, Thoughtleadership and Content Marketing | No Comments

The Content Marketing Institute is a favorite resource for me and they have some great research into what B2B companies are using as great content format.


This is a really good article by the Content Institute. B2B businesses are really ramping up on content. My hope is that they are really using the content in context and not adding to the junk we have to shift through. Here is the full research from the Content Marketing Institute.

 

 

Tips from CMI
Content Marketing Institute Research

Content Marketing Institute Research

Synchronise your touch points or loose buyers on their journey.

By | Branding, Content Marketing, customer centric marketing, Customer experience, Small Business Marketing | No Comments

It is not sufficient to try one tactic and expect a campaign to work well. It usually takes a number of touch points for a customer to be nurtured, trust you and try what you have to offer. It is not like we want to get married on the first date, is it? Well, rarely anyway, and buying something whether it is health insurance, or a new chair, is no difference. Today,the conversation with our customers and prospects, never ends.

Source:desantisbreindel.com

A truly great marketing strategy leverages the appropriate marketing tactics in combination that is right for the intended buyer are well synchronised. Most businesses take a fragmented approach to marketing channels. This is becoming every more noticeable with new platforms entering the mix including mobile, apps, SEO, PPC, Social media like Pinterest and more.

In CRM, the focus is the technology organising and automating relationships with customers and prospective customers.It often has a focus upon efficiency rather than upon the customer experience.

Integrated marketing combines three elements that are closely related to service design; an understanding of consumer behaviour, focus upon brand and the link to customer experience. Integrated marketing takes a holistic view of services, in which coordination of touch-points is one major part of linking what is termed contact experiences to the brand:

As a savvy marketer, you need to be able to understand the behaviour of your audience to pick the right mix of tactics and use them at the right time. It takes excellent strategic skills and the ability to translate your marketing into the right messaging to each your target audience. All the data can be found out there but you need to understand it, analyse it and use it! More than this, it takes an empathy for customer buying behaviour that is often missing to ensure that the mix of touch points are appropriate. You need an inside out approach or customer centricity.

To own the buyers journey, we need to have a manageable set of critical touch points that allows us to focus and have a better impact on our customers perceptions. These touch points need to be distinctive, well conceived and synchronised. We need to break down the customer experience into distinct moments from the customers point of view according to AmicusBA whitepaper

  1. Customers’ most urgent needs, insecurities, expectations upon a an approach point?
  2. What transactions and interactions take place?
  3. How should touch-points draw people in?
  4. What products and services, enhancements speak to a customer segments aspirations, motivations and captures your customers attention?
  5. What information is captured?
  6. What knowledge is used and what is shared across other touch points?

Hilton Hotels touch-points they want to own:

1. owning the welcome

2. the guest room first impression

3. The complimentary breakfast offering

4. 100% guarantee of service

http://mcgladrey.com Talks of different types of touch points in a recent article: Touchpoints Defining various forms of contacts with members.

Company created touch points can be seen as those planned marketing messages. e.g website

Intrinsic touch points are those that are experienced while purchasing or using whatever is being sold.the “how of the experience”

Unexpected touch points are the unexpected references or information about the  prospect receives that cannot be directly controlled by the company. Personal communication, word of mouse communication.

Customer-initiated touch points are those that occur when a customer  contacts the club. ie social media.

 

How to keep your touch points synchronised – According to http://www.desantisbreindel.com

1. Keep the dialogue going and growing

“A dialogue about a company’s product or service on Facebook, for instance, can spill over to Twitter and overnight, lead to a far-ranging conversation with thousands of voices and lots of feedback. By understanding the dynamic and keeping the dialogue going, smart B2B companies can lead the prospect through the conversation to the sales sweet spot: consideration for his or her short-list.”

2. Connect multiple platforms

All touch-points feed one another and become connected in a web of conversation.”A print or on-line ad with a url can lead to a microsite where a corporate buyer can download a white paper or watch a You Tube video offering valued information and insight. Or an outdoor ad can invite corporate prospects to scan a QR code with their mobile device and take them to a microsite with more information.

3. Don’t forget employees!

Employees are a critical part of the customer touch-points for a company

“They are not only the face of the company in every interaction with clients and prospects, they are active in social media, business networking and society in general. Today businesses who empower employees with a compelling brand messaging platform, and help them to understand their importance in their companies’ and their own prosperity, can activate a consistently strong brand identity at thousands of touch points. These companies understand that it is important to link brand strategy with brand behavior so that you not only talk the talk but walk the walk.”

 

MacInnis Marketing does a customer centricity workshop and maps out the customer touch points based on the following concepts.

1. Mapping the existing situation

2. Identifying the current pain points

3. Which is the best sort of touch point in each case

4. How do all of these touch points create the best customer experience

5. What touch points need to be added or removed

6. Who or what owns each touch point

7. How do we synchronise all the touch points

8. How do we set up feedback systems

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