Rat Race Armaggeddon

Monday, October 2, 2017

Should marketing emails use a ‘no-reply’ email address?

Don't send the wrong message to your customers. Columnist Ryan Phelan explains why using “do-not-reply” or “no-reply” in your email sending address is a bad idea.

Please visit Marketing Land for the full article.

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Should You Jump on the Live Video Bandwagon?

Social media platforms have evolved.

Today, you can do much more than just write posts, comments, upload pictures, and videos.

Now you have the option to live stream with your audience.

It’s a cool concept, but should you be doing this?

Absolutely.

People love videos.

But you just need to make sure you’re effectively using live stream to your advantage.

Over 90% of Internet traffic comes from video content.

Facebook is one of the top options for you to consider for broadcasting live content.

Since Facebook Live launched in 2015, its search popularity rose over 330% in the last two years.

What’s this information tell you?

Not only do people love watching videos, but also they are actively searching for more.

The number of comments can show the popularity of live videos on Facebook too.

Facebook users comment on these videos at 10 times the rate of regular videos.

Keep an eye on these comments.

Reply to your viewers if you can.

You can reply verbally, or type the responses.

It’s a great way to interact with your customers and keep them engaged.

Here are some psychological behaviors that impact and create engagement.

Curiosity
Desire to be recognized
Create a sense of belonging
Control
Exclusivity

We’ll discuss these in more detail as we go through some examples, but here is a quick overview of each emotion.

People are curious by nature.

You can use this information to your advantage while you’re streaming a live video.

People also want to be recognized.

Mention them by name or username.

If a user makes a comment, acknowledge it.

Say thank you or give them a shout out.

This will also give them a sense of control if their comment affects your decision.

Since live videos don’t last long, it’s an exclusive feeling for the viewers.

They are part of a smaller group as opposed to just one of the thousands of followers you may have.

Here are some effective ways to implement live video to your business.

Stream live events

Streaming an event can have a positive impact on your sales.

Take a look at these numbers.

Two-thirds of viewers have a greater chance of buying a ticket to an event after seeing a live video of something similar online.

That number is on the rise.

Over 80% of people watched more live videos last year than the previous year.

It’s clear that those numbers are trending upward.

Your business needs to stay up to date with current trends.

Use this strategy to promote events for your company.

This works especially well if you’re trying to endorse similar events in the future and drive ticket sales or attendance numbers.

You can also stream videos from events you’re attending as opposed to just hosting.

Let your customers know if you’re attending a conference or business expo.

Ask them if there are certain booths or displays that they want to see.

This all relates back to that feeling of exclusivity.

Your viewers can feel like they are at a special event, even if they weren’t invited or don’t have a ticket.

Host a live interview

Set up an interview or discussion with a client or employee.

This discussion can establish you as an authoritative source in your field, which is a great way to generate a social proof of concept.

Focus the interview questions on educational information for your viewers.

The conversational structure of an interview may be less formal and more entertaining than just a presentation with one person.

Try to get your customers involved with the line of questioning as well.

Remember, you want them to be engaged.

Allow some time during the interview to field some questions directly from your live audience.

Like we said earlier, always acknowledge the user by their name.

It will make them feel like they are contributing, which is a psychological way to connect with your customers.

Show the customers how your product creation process works

If you’re selling a product, use a live video to show your customers how you make things.

For safety and practicality purposes, it may be unreasonable to offer tours of your production facility.

However, you can take your customers on a virtual tour with a live video stream.

Walk them through your building and explain how the process works.

Take them through each step of your production.

This is a great chance to showcase your quality.

It holds you and your employees accountable as well.

You wouldn’t want to show customers a dirty or dangerous production facility.

A live video gives you a chance to tighten up your quality control and do some thorough cleaning of your building if you’ve been slacking with tidiness.

Give your viewers a behind the scenes sneak preview

Behind the scenes, live videos trigger some of the emotions that we discussed earlier.

Curiosity
Sense of belonging
Exclusivity

This is a great technique for certain businesses such as:

Photographers
Filmmakers
Tattoo artists
Hair stylists
Media companies

It will give your viewers access to areas that they normally wouldn’t be able to see.

A photographer or movie producer wouldn’t let just anyone come stand behind the camera while they’re working.

But live videos can give fans a sneak preview of what they’ll see when the final product is released.

Live videos temporarily remove the “off limits” feeling that your customers may be experiencing.

Take a look at how media publishers are using live videos.

Compared to other industries, media pages are using live video the most.

Consider giving your viewers access to a news anchor or reporter preparing to go on TV.

Even if you’re not part of the media, you can still use live videos.

As we mentioned earlier, the notion is trending upward.

Provide training seminars

Make sure you’re streaming high quality live videos.

You’ll need a strong Internet connection.

Quality is the most important aspect of live videos, according to 67% of viewers.

This is especially important if you’re broadcasting a “how to” video.

It’s vital that your customers can clearly see what you’re doing.

Make sure your training videos are informative.

Keeping your customers informed is a great way to increase customer retention.

Let’s take a look at some of the top perceived benefits of live videos.

Creating a more authentic interaction with the audience is number one on this list.

A training seminar is a great way to accomplish this.

You can establish a regular viewing audience and host a live video like this on a weekly basis.

It gives your customers a reason to keep coming back.

Do a live Q & A segment

Question and answer sessions are a great way to establish trust with your customers.

You want your customers to trust you because it shows that you care about them.

If your customers don’t think that you care, chances are they will leave you for another company.

In fact, based on the graphic above, it’s the number one reason why customers stop using your service.

You need to provide and emphasize excellent customer service.

Amazing customer service can help you double your revenue.

Your customers have questions.

You need to be there to answer them.

Hosting a live question and answer session is a great time to do this.

Plus, you can do it at a time that’s convenient for you.

Encourage customers to ask questions.

I’m sure lots of people have similar questions, so by answering them in front of an audience, you won’t have to keep repeating yourself.

This is more effective than taking calls from one customer at a time.

Use a live stream to run a contest for the viewers

Everyone loves to get something for free.

Live videos are a great time to give away gifts and prizes to your customers.

Promote the event and say that a winner will be randomly selected from the live viewing list.

You can use this as an opportunity to promote and market other aspects of your company.

Let’s take a look at some numbers.

Viewers watch live videos for 3 times longer than they watch pre-recorded videos.

How can you use this to your advantage?

The key is to get your customers to view your live video initially.

Once they start watching, they will watch for a long time.

Using a free gift or giveaway promotion is a great way to drive views to your live stream.

Based on the what you’re promoting during the stream, those views can ultimately generate leads, clicks, and conversions on your website.

Get feedback for your new products or services

Use your live video stream to hear from your customers.

In the past, I’ve explained ways to understand your customer.

Surveys and interviews are a highly effective method.

Earlier I suggested that you use a live question and answer forum for your customers.

This is similar, but the roles will be reversed.

You’ll be asking the questions, and the customers will provide feedback.

Have you ever used a focus group?

Look at this graph.

Focus groups are expensive.

You can use a live video for free to connect with your customers and ask them questions.

The only cost of this is your time.

And trust me, it’s well worth it.

You can gain valuable information about your products and services by asking your customers directly.

Your customers have an opinion, but they may not share that opinion if they aren’t asked.

Use this information to make your business better.

Take the customer feedback seriously and apply the necessary changes moving forward.

You can do this on a regular basis, but it’s especially effective right after a new product launch.

Launch a new product

Speaking of new products, use a live video to create a buzz about something new.

Tell your social media followers that you have a special announcement on a certain day and time.

Stimulate curiosity.

Don’t give it all away ahead of time.

Make them attend the live video to hear the announcement.

You don’t have to come up with a completely new product.

Try making announcing a product extension instead.

Look at this growth model.

Extensions can improve the life cycle of a product and prevent a decline over time.

Launching something new is a great way to get your customers excited.

Again, this relates back to that feeling of exclusivity.

First, you get them curious by saying you have a special announcement.

Then, you get them enthusiastic about a release.

During the live video stream, you can even give away a couple of products for free as we discussed earlier.

This is a great way to make sure people keep tuning in to your live events in the future as well.

Be personal and make a connection with your customers

It’s important to show your face and let your customers and subscribers know that you’re a real person.

I’ve explained how you should be personal with your email marketing tactics.

The same idea can be applied to your live videos.

Have a sense of humor.

Just stay away from discussing or making jokes about taboo subjects like politics, race, or religion.

Make sure that you’re providing the viewers with compelling content.

Look at some of these statistics.

Interesting content was the number one reason why customers viewed a live video.

What else stands out to you?

25% of people watched a live video because a family member or friend recommended it.

If you use personalization techniques during your video streams, your customers will like you more.

As a result, your customers will recommend you and your brand to their loved ones.

Introduce the viewers to your staff as well.

Don’t underestimate the value of being personable.

Conclusion

Should you be using live videos to promote your brand and business?

In short, yes.

Just make sure you’re doing this in an appropriate fashion.

You don’t need to live stream every aspect of your personal day-to-day life.

However, there are definitely ways to use live video to your advantage.

I’d recommend using the tactics that we discussed above.

So, what platforms should you use to stream live videos?

Facebook Live and YouTube were the two most popular, but you can do independent research to find out which platforms your customers use the most.

Stream live events.

If you’re going to host similar events in the future, this is a great way to increase ticket sales.

Host live interviews and training seminars.

Provide question and answer segments.

These sessions will showcase your authority and knowledge within your industry.

You also want to stimulate curiosity and customer engagement.

Running contests, giving away items for free, and launching new products will get viewers excited.

Create a feeling of exclusivity by giving people a behind the scenes look at your production process.

Use live videos to get feedback about your products and services.

Be personal.

Try to stimulate certain emotions that develop a bond and relationship with your viewers.

Respond to their comments and call them out by name.

What tactic will you use during your next live video stream to connect and establish trust with your viewers?

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CBM100217

Here are the notes from the Chris Brogan Media broadcast for 10/02/2017. (You can watch this on my Facebook account).

This live video was all shot using Ecamm Live (client), the best way to do Facebook Live for Mac.

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How Can Brands Deliver Robust Customer Experiences?

According to a study by Walker, customer experience will be the key differentiator for consumers by the year 2020. Currently, price and product are the key drivers for the decision-making process. The speed of change is rapid and companies will learn to adapt quickly or fail based on the inability to effectively compete. Long gone are the days of profiting despite touchpoints being misaligned with the core essence of the brand. Most of us have had an experience of recognizing an astoundingly beautiful restaurant only to be surprised by a service faux pas whilst dining. There is irony in that most brands believe they are creating satisfactory, personalized, and robust experiences but in reality, the customers are often dissatisfied. Why is this gap in perceptions so common?

Why is Customer Experience Important?

Customer experience begins with an organizational effort to meaningfully engage the customer across all touchpoints, but a customer’s own perception of the experience crafted for them is of vital importance to consider as brands continue to rework their experience. The old adage “People buy from who they like” is the Northstar that organizations should always keep in mind. Consumer expectations are rapidly changing and they increasingly demand exceptional, personalized experiences. Some estimate that 70% of consumers make their decision to purchase or utilize a service before they ever walk in the door. Further complicating the delivery of experiences is the continuous lack of consistency. According to Kamplye, 87% of consumers believe brands fail to deliver consistent experiences. Brands must ensure they have metrics and strict procedures to standardize the process while making the consumer feel special. This is quite the task but it is doable.

What Should Brands Do?

1. Listen

First and foremost, it is incumbent upon brands to listen to the good, the bad, and ugly. Brands don’t have the luxury to cherry-pick feedback in an attempt to shift consumer perception. The access to information is ubiquitous and their credibility is at stake. Savvy brands create a feedback loop to ensure they are capturing consumers’ perception of their product or service. By asking open-ended questions to help engage consumers, brands can capture necessary data to make intelligent decisions to help grow and maintain a solid customer base.

Three quick questions to begin that engagement with the consumer are:

What do you like about our product or service?
Does the product or service offer value over an alternative?
How can we make the product or service better?

Customers now expect a consultative approach versus a selling approach. Consulting the customer provides balance when appropriate and also holds organizations accountable to implement or at least consider the customers' feedback. The consultative approach also requires that brands actively listen to customer interactions, taking into account what is said and acting on the information received when necessary.

2. Analyze

Consumers have become very savvy about consumer choice, frequently turning to the internet to find the latest information. The internet has democratized information, and newly informed consumers expect the brand or organization to use this information to deliver a personalized experience. The good news is that “big data” can be your greatest ally if captured and utilized effectively. According to Google, 98% of Americans alternate between a number of devices daily, making it imperative to gain insight into every touchpoint involved with each customer. Feedback must not only be collected but also analyzed in order to continuously improve and deliver consistent, meaningful customer experiences.

3. Execute

According to the Aberdeen Group, companies with the most robust omni-channel customer engagement strategies retain an average of 89% of their customers versus companies who retain 33% of their customers due to weak omni-channel strategies. The ability to speak consistently in the same voice, thus enriching the experience, is an absolute necessity. Savvy brands utilize data across all channels to partner with the consumer across the lifecycle; recognizing they are less of an individual and more a part of an ecosystem. To that end, they have a greater ability to add value if they perceive and realize a positive experience and vice versa for a negative one. Brands must be fastidious and also must flawlessly exceed customers' expectations by continuously improving so that consumers remain loyal.

Without question, this is the new arena with a plethora of moving parts that companies must not only understand but must also master quickly. It is highly unlikely that a consumer will do business again with a company that already delivered a negative experience. Brands will either adapt or fail to deliver successful customer experiences based on their ability or inability to adapt to constant changes.

In this evolving industry, many organizations find themselves facing the question: to what extent should the CMO be involved in the marketing experience? If your company is also met with this same quandary, check out the Constellation Research: Should the Chief Marketing Officer Oversee the Whole Customer Experience? to find beneficial answers.

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7 Golden Rules for Hosting Webinars that Engage and Convert

Webinar shock. Familiar with it? Probably not, because I just made up the term. But you’re probably familiar with Webinar Shock’s sister term, Content Shock. It’s the idea, first described by Mark Schaefer, that we have entered an age in which “exponentially increasing volumes of content intersect our limited human capacity to consume it.” In
Read More...

The post 7 Golden Rules for Hosting Webinars that Engage and Convert appeared first on Copyblogger.

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Here’s why GDPR can drive the attitude shift that modern marketing needs

After Equifax and countless other user data scandals, brands outside as well as inside the EU may be crossing their Rubicon.

Please visit Marketing Land for the full article.

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2018 B2B Content Marketing Report Indicates Marketers are Finding Content Marketing Success

As a community, content marketers have experienced some significant ups and downs over the years. For every step forward we take toward content success, it sometimes seems like we take a couple backwards.

But perhaps, this will be the year that changes.

Content Marketing Institute and MarketingProfs just released their annual report–The 2018 B3B Content Marketing Benchmarks, Budgets and Trends.

We’ve come to rely on this report to be a definitive content marketing guide of sorts that provides a finger on the pulse of our industry and shows how we align (or don’t) with our content marketing peers.

In order to move forward, we have to know where we are today, including what is working and what is not. Below are what I consider to be some of the top learnings from the report.

Showing a Commitment to Content Marketing

As we know, content success does not happen overnight. It takes resources, dedication and patience. Commitment to content must be ingrained into company values and culture if it is going to work. So what is the outlook for 2018?

92% of B2B organizations are committed to content marketing. @CMIContent @MarketingProfs
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Based on these results it’s evident that only a small number of organizations are falling behind in their support of content marketing initiatives.

Characterizing Success of Content Marketing

But does commitment always equal success? In order for content marketing to be successful, it must be meeting the objectives as outlined by your organization. While 27% of B2B respondents are finding minimal or no success with their content marketing, many are!

73% say their content is moderately or very successful. @CMIContent @MarketingProfs
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The vast majority of respondents say that creating high quality content that is more efficient has been a leading factor to their success. Following closely behind is either developing or adjusting their content strategy.

Why a Content Marketing Strategy Isn’t Being Developed

It’s no surprise that marketers who develop a documented content strategy report higher levels of success. So what is keeping teams from developing a comprehensive content strategy?

67% B2B marketers don't have a strategy because they have a small team. @CMIContent @MarketingProfs
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Feeling like they don’t have enough time is still a concern for many marketers while a small percentage (11%) simply feel like a strategy is not important.

Content Creation & Distribution Process

Content marketing process often determines success. And, efficiency can sometimes make or break a brand’s approach to content marketing.

27% rate project management flow during content creation as fair. @CMIContent @MarketingProfs
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For the most part, it appears that content marketers have found a process (or series of processes) that helps them efficiently and effectively get content marketing created.

Content Helping Reach Business Objectives

As customer preferences continue to evolve, the content experience will only become more important. That also means understanding what content types resonate best with your audience.

50% find eBooks & white papers to be their most effective content type. @CMIContent @MarketingProfs
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Interestingly, social media, case studies and videos are the top types of content being created but are not necessarily the most effective.

Effective Formats for Distributing Content

For many content marketers amplification planning for content is an afterthought. They spend a significant amount of time creating the content, but aren’t as focused on how it will be distributed.

74% say email is most effective for distributing content marketing. @CMIContent @MarketingProfs
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Email is both the top used and most successful tactic for distributing content according to the respondents of this survey.

Measuring the ROI of Content Marketing

What does content marketing success really look like? It varies largely by organization but an increase in leads or sales or a decreased cost of customer acquisition is a top objective for many brands.

Only 35% of organization’s measure their content marketing ROI. @CMIContent @MarketingProfs
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For those not measuring content ROI, they cited the top two reasons as formal justification not being a requirement or that they needed an easier way to measure ROI.

Want the Full Report?

The good news is that more and more B2B brands are finding success with content marketing initiatives. The bad news however is that measurement and ROI still seem to be a struggle for many.

The key findings above are only a sample of what’s included so be sure to review the whole report below for other lessons in B2B content marketing.

What did you find to be the most surprising finding for 2018?

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