Tags
Audience
Why Social Media Matters for B2B Customers
My customers are not on social media. B2B leadership echoes this sentiment across the country when asked about the relevancy of social media to their customers. Facebook, Twitter, blogs, and forums are dismissed as not relevant destinations for their target consumers. This sentiment stems from the perception that social media channels are purely social and […]
Establishing Marketplace Presence
Customers buy for their reasons, not yours. No matter what your product is, ultimately your company is in the education business. Your customers need to be continuously educated about the advantages of doing business with you and taught how to make ongoing improvement in their lives. I am often asked what the best marketing vehicle […]
Satisfying Your Customers
Do consumers perceive and appreciate your company as a brand or as a specific product provider? Understanding how your customers see you can have an impact on their overall satisfaction. The marketplace may react differently when end-users consider the business to be product driven versus consumer driven. This concept is more than a marketing nuance. […]
Do Your Customers Recommend You?
Business owners will be familiar with the old adage that a happy customer will tell 1-2 people, but an unhappy customer will tell seven. Know your organization’s NPS. If one customer is passionate about solving a particular problem, there are likely others who are less vocal yet have similar opinions. Customers are more enabled than […]
All Influencers Are Not Created Equal
To effectively measure source influence, it is essential to understand the ratio of influencers to followers on an individual social channel. Large followings do not always equate engagement. Businesses should measure how many reactions influencers receive when sharing brand messages as a percentage of their overall followers. An online channel that engages with an influencer […]
Never Underestimate the Power of a Good Message
There is a new expectation concerning the right to access information to build a purchasing decision. Businesses may recognize the need to be active in social media, yet many do not truly understand how to do so successfully and how they should be measuring their involvement effectively. Businesses need to know what persuades customers or […]
Why Customers Control The Value of Your Brand
Marketplace intelligence begins with listening– to your customers, the market, industry experts, your competitors, and anyone that is mentioning your brand online. Business leaders and companies must measure the impact of social influence on their brand presence. This means mining, managing, and analyzing vast amounts of data across millions of digital sources to understand customers […]
Why the Digital Voice of the Customer Reigns Supreme
Listening to customers holds a value that is fully measurable and can provide immediate direction on how a company can advance retention rates and lower operational costs. Actively listening to the needs of customers isn’t optional – it is mandatory if your objective is to improve the customer experience and your company’s market position. The […]
Don’t Assume Businesses Know What Their Customers Want
When a business operates with limited knowledge for what their audience appreciates, valuable indicators that validate marketplace strategies or signal that it may be time to pivot are lost. Recently, I was asked by a private equity group to speak to an executive leadership team from one of their portfolio companies, a specialty beverage company. […]