5 Steps to Marketing Success Post COVID-19

This is a Guest blog post from Sandy Barger, Partner and CMO of Chief Outsiders.

5 Steps to Marketing Success Post COVID-19

 

You guessed it, digital marketing will reign supreme once retail business resumes.

A February Market Trends 2020 survey of chief marketing officers (CMOs) with experience across both Fortune 500 and emerging brands shows the strong continuing trend toward digital advertising, with 80% of CMOs expecting to increase digital spending this year. A few weeks later, COVID-19 hit and digital became even more of an influence. Social distancing and working from home forced people to accelerate their movement to digital across all walks of life—from personal to work to social. Zoom alone grew to 300 million daily participants versus only 10 million back in December. As marketers continue to increase their focus on digital marketing, the top priorities will be on tactics that provide additional information, including organic searches, email marketing, paid search, and content marketing.

Most businesses know digital marketing and providing customers with information is important. In fact, these are usually the first marketing actions companies take. However, “lack of information” is not a problem. Studies show customers are bombarded with information, receiving up to 10,000 brand messages a day, according to the American Marketing Association. Rich content doesn’t just deliver information but provides the right information. The Digital Age has made for a more sophisticated and informed type of customer. While slogans and taglines may still catch attention, customers are looking for details and, in this competitive landscape, brands must get their stories right.

To break through the clutter, creating the “right” story must include what people are looking for. At the core of failed marketing tactics is a lack of WIIFM, an acronym that looms large in the storytelling paradigm and stands for “What’s in it for me?” It’s an essential question the answer to which can make or break the connective tissue that bonds your marketing story to the customers. Luckily, there are steps you can take to create a compelling brand story with a successful WIIFM.

5 STEPS TO COMPELLING DIGITAL BRAND STORIES

1. Understand Your Target Audience

We see it all around us today, the many different and often polarized points of views. We see it in our political system, our news, and our tastes—onions or no onions. To create the right story, it is important to consider the unique needs and interests of your target audience. For that, sound research—both qualitative and quantitative—is needed. While data from an expert research company yields the best insights, it is not the only option. Lower investment options such as customer interviews or surveys through online tools such as Survey Monkey provide valuable insights.

2. Understand Pain Points or Motivations

While companies are currently providing lots of information, it is usually about the company and focuses primarily on the product or service features. In doing so, companies often require customers to make the leap to the “WIIFM” themselves. To effectively communicate “WIIFM” it is critical to understand your customers’ pain points or motivations. Addressing pain points such as likes, wants, needs, and fears makes for the most compelling content. That’s referred to as the Persuasion Code.

Here’s a case in point: A technology company recently developed a new innovative service solution. The launch of the service generated a significant amount of awareness, but it did not convert into sales. The reason is the messaging failed to identify current, compelling pain points. It ultimately was able to drive sales by retooling the messaging to focus on its attention-catching innovations and how they could address target customers’ existing pain points.

3. Develop Authentic Claims 

Customers are very vocal about their satisfaction with products, which is helpful for brands. In fact, word of mouth referrals and reviews are the most compelling source of information for customers. With the Digital Age, customers, both satisfied and dissatisfied, can amplify their points of view. A study in 1983 found that 85% of customers dissatisfied with a clothing item told an average of five people. (Richins 1983). Now a dissatisfied customer can tell thousands—instantly.

Over two-thirds of business customers rely on reviews and 67% of survey respondents said that the reviews they saw online made an impact on whether or not they purchased a product. Companies and businesses can lose as much as 22% of their customers with just a single bad review or article. (Moz.com study).

Reviews are not always fair. In fact, 39% of reviews are false (Best SEO Companies), but someone reading that review does not know that. So to get positive reviews and avoid negative ones, your marketing message needs to make use of authentic, clear, and truthful claims.  You then need to deliver on the expectations the messaging is setting.

4. Provide Competitive Points of Differences 

Now that the brand has developed the messaging that will create an action, the customers must understand that action should be with your brand. New technology and factors such as globalization have resulted in fewer barriers to entry and more competition across all industries. A compelling story needs to include the brand’s unique value proposition and/or how the product or service is different from the competition. Otherwise, the brand has created the demand for someone else to capture.

5. Provide Proof

Customers are skeptical of brand claims. In fact, 63% of customers say they trust what influencers say about brands much more than what brands say about themselves in their advertising (Edelman 2019). Given this lack of trust, it is important to provide proof. There are several ways of doing so from statistical data, case studies, demonstrations, and of course, social media influencers.

Today’s customers are digitally savvy and have endless access to information. To get them to move from awareness to action requires more than just information. It requires a consistent, compelling story…and that requires a step-by-step development of “WIIFM” messaging.

 

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Sandy Barger is Partner and CMO with Chief Outsiders, an American fractional CMO group. She works with B2B and B2C companies on product development, go-to-market strategies, and lead generation. Find more info at http://www.chiefoutsiders.com

 

10 Ways to Leverage Snapchat for Business

For sure we are in the very early days of “Snapchat for business.” I presented an award a few days ago at the Institute for Excellence in Sales annual awards program. I asked the audience of 250+ B2B and B2G (business to government) sales execs who was on Snapchat, and only 4–5 hands were raised.

I was very surprised because Snapchat is currently the fastest growing mobile social media platform in the world, and has now become one of the largest. This favorite social media app of teens and millennials has over 200 million users, of whom 100 million are “active daily” users who are viewing 10 billion photos and videos from their smartphones every day. This past week, Snapchat surpassed Instagram and is now the number 2 app among US iPhone users behind Facebook, as ranked by time spent in the app: 

Screen Shot 2016 06 09 at 8.16.31 AM

Credit: App Annie and Business Insider

If you’re not thinking about how Snapchat can help your business, then you’re ignoring these stats at your peril. Yes, the demographic is young right now, but I remember when I joined Facebook 9 years ago, college students and recent grads were the vast majority of users. Eventually Facebook attracted older demos, which is inevitably what will happen with Snapchat.

Here are 10 ways you can use Snapchat for business:

  1. Sell. According to comScore, 60% of US 13–34 year old smartphone users are on Snapchat. If this is your target market, you have their attention right now, and properly crafted offers, discount coupons, contests, etc. can drive revenue. If your target market is older, you may as well get a head start on Snapchat now before older users join.
  2. Community building. With Snapchat “stories” (the killer app), you can now build and engage your audience in a unique way, by posting a series of 10-second snippets that aggregate into a “story.” This can be done with video and photos, and in creative and interesting ways. Stories only last 24 hours, so your community has a particular urgency in “tuning in” to your channel every day since the content is perishable.
  3. Business development. Snapchat also offers you 1 to 1 engagement opportunities because of its private chat capabilities, so you can reach out to prospects, potential partners, vendors, consultants, etc.
  4. PR and branding. Brands like T-Mobile, Taco Bell, and Acura are using a variety of techniques on Snapchat to brand their companies and products, through their own stories, partnering with “influencers,” offering coupons, buying custom filters, showing “sneak peaks” of new products, and other creative ways. Snapchat is an ideal B2C platform, but I am seeing successful B2B branding also being done.
  5. Personal branding. Celebs, social media stars, business leaders, and even politicians (Bernie Sanders and DC Mayor Muriel Bowser) are using the platform to brand themselves by giving fans a glimpse into their day to day lives. You can also cross promote other social media platforms and websites for greater visibility and discoverability overall.
  6. Customer service. Like you can on Twitter, you can have direct conversations with customers, and answer questions and concerns. You can incorporate announcements, new product offerings and features via stories, and sending group snaps. With Snapchat, you can also solicit feedback, conduct surveys, take polls, and play “games” with customers.
  7. Recruit talent. If you want to hire recent grads, you have to go where their attention is focused. Today, Snapchat is the perfect vehicle to convey to potential employees and contractors a feel for your company’s vibe and a behind the scenes look at your operations and team.
  8. Find opportunities. Justin Kan (follow him at justinkan), a partner at Y Combinator is using Snapchat to find new investment opportunities. Interested startups apply to be selected to take over his Snapchat account, which they would then use to pitch their ideas via his story.
  9. Learn. I’ve learned a ton about a variety of highly applicable and interesting things from people I follow, including Saba Sedighi (sabasedighi), Brian Park (brianbpark), Erica Blair (theericablair), and many others.
  10. Teach. Mark Suster (msuster), a VC at Upfront Ventures uses the platform to teach. His daily “snap storms” offer a wealth of great business and investment information. Likewise, Suzanne Nguyen (stringstory) does an excellent job teaching different aspects of technology and social media, and Justin Wu (hackapreneur) shares his vast knowledge about “growth hacking.” By the way, Suster has solved the 24-hour perishability problem by saving his stories and then reposting them onto a permanent website: snapstorms.com. Others repost their stories onto YouTube.

OK, so how can you get started?

Step 1: Download the Snapchat app onto your smartphone and sign up.

Step 2: Add friends. From the app itself, plus you can find other friends and people to follow by downloading and using GhostCodes, a discovery app for finding Snappers with mutual interests. Because Snapchat has limited native discovery functionality, Snappers create profiles on GhostCodes, listing their short bios, areas of interest, and links to other social media accounts including LinkedIn, Pinterest, Instagram, Twitter, and Facebook.

Step 3: Jump in by following stories, creating stories, snapping your friends, experimenting and having fun with it.

Step 4: Get some Snapchat hacks from your or your friends’ Gen Z and millennial kids, as well as by watching YouTube tutorials and videos.

Step 5: Figure out the best way to leverage the platform for your business, and execute!

So there you have it: 10 ways to boost your business using Snapchat, and 5 easy steps to get started. Please follow me on Snapchat at stienwong or via the Snapcode below, and let’s snap about how your business is benefitting from Snapchat.

Tien Snapcode

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Note: this piece was adapted from an article I wrote entitled “You should be on Snapchat. No, really” which was published on June 3, 2016 in the Washington Business Journal.