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Marketing Articles: Customer Relationships
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- Four Case Studies: How These (Very Different) B2B Organizations Are Succeeding With Social Media
by Christina "CK" KerleyEven though B2C companies get the lion's share of coverage about the benefits of social media, B2B organizations of vastly different sizes and industries are making striking gains in employing these technologies to increase their market share and solve revenue challenges. more - Are Your Marketing Dollars Buying Customers—or Just Renting Them? by Debra EllisHow many marketing dollars did you waste last year contacting customers who didn't buy from you? It's easy to look back to see where your investment was ineffective... if you know precisely where to look. more
- Put Crowdsourcing to Work for You: Five Tips for Getting Started by Kimberly SmithSome companies are finding that their customers have a truer understanding of their own motivators and needs than even the most-qualified Chief Marketing Officer (CMO), and (what's more) that an outsider perspective may be just what their organizations need. It's called crowdsourcing, and within are some real-world examples and tips for ... more
- Grow Your Opt-in Email List: A Five-Step Guide by Kimberly SmithConsistently expanding your opt-in list is one means of further increasing your email returns. The following five-step program is aimed at helping you achieve that goal. more
- Social Media: Three Essentials Your Business Needs Before You Engage by Elaine FogelIt's true that social media has become the most popular marketing channel since the advent of the Internet, but marketers need to develop a solid strategy first before testing the new waters. Whether yours is a small or midsize company, nonprofit, or public institution, if it's not yet in the social-media ... more
- Six Steps to Forging Customer Relationships at Tradeshows and Conferences by Kimberly SmithTradeshow and conference sponsorships don't come cheap, but they do bring prospects face-to-face with your company and brand. In doing so, they offer a unique opportunity to establish stronger, more-personal connections with potential customers, which can, in turn, generate solid returns on your investment—if you know how to make the ... more
- A Newbie's Field Guide to Twitter for Business: 29 Questions (and Answers) About Starting Out by Beth Harte, Ann HandleySo you've heard that Twitter is a great tool for connecting with customers in ways that haven't been previously possible. But you still don't get it, right? Not only doesn't Twitter make obvious and immediate sense, but it's also marked by protocols and terms that can be perplexing to anyone new ... more
- Why Gen Y Is Passing You By by Kimberly SmithWhat works in enticing a new generation of buyers? Here's why some of your efforts to reach this demographic might be going amiss. more
- Why You Are Unpopular Online: Six Ways to Doom Your Community-Building Efforts by Mack CollierCompanies are increasingly looking to create vibrant and healthy online communities for their businesses. But many companies are seeing their efforts fail or produce flat results. Here are six reasons why many online communities never materialize, and what you can do to improve your own efforts to build online communities. more
- Endurance Training: Five Brand-Building Exercises by Kimberly SmithWhen the slow season strikes, devote some energy to pumping up your brand. These five exercises will show you where to start to best position yourself for the inevitable upturn. more
- Whether and How to Build a Branded Customer Community by Kimberly SmithFirst, there were blogs. Next came mass-market social-networking sites. Now some companies are bringing it all under one roof and hosting their own interactive online customer communities. Should yours be doing the same? Well, to quote an oft-quoted answer, "it depends." more
- Three Steps to Making Valuable Customer Connections on Facebook by Kimberly SmithFacebook provides marketers the ability to directly connect with customers, and potential customers, on a deep and personal level. If you're not leveraging that opportunity to cement relationships and differentiate yourself in the mind of the consumer, you're opening the door to competitors who are. more
- Four Reasons Why You Should Be Obsessed With Your Blog's Traffic by Mack CollierWhen a company launches a blog, it wants to know all it can about the traffic coming to the site, particularly the amount of traffic. But is traffic volume the best way to measure the performance of your blog? Here are ways to measure your blog's traffic that are likely ... more
- Honest to Blog: 5 Tips For Developing a Corporate Blogging Policy by Kimberly SmithThe key to a corporate blog's success lies in a company's ability to earn the trust of its readers, and a well thought out blogging policy can provide the necessary foundation. Here are some of the factors any organization should consider in order to give credence to a blog. more
- Special Report: How the 'Obama for America' Campaign Used Digital Media to Turn Ordinary Citizens Into Campaign Evangelists by Kimberly SmithHow did the Obama for America campaign do it? By its adherence to several game-changing strategies. more
- Big Impact from Seemingly Small Changes: How Multinationals Are Starting the Sustainability Journey by Rachel BotsmanWe are awash in "green" articles that highlight examples and best-practices of companies such as Patagonia, Stonyfield Farm, and Timberland—businesses that have had sustainability as part of their DNA from the outset. But what is the right approach for large, multinational brands? more
- The Four Keys to Referral Success by Michael BeckDon't you get tired of hearing about how great referrals are? Especially if you're not getting enough of them? It's worth taking the time to understand why most referral efforts don't work and to understand what keys need to be in place in order to get the results you want. more
- How Your Business Can Benefit From Using Twitter: Four Proven Strategies by Mack CollierBusiness are flocking to Twitter, but many still aren't sure how to leverage the tool to grow their business. Here's how Comcast, Dell, The Home Depot and others are using Twitter to reach their customers and nurture their businesses, and how you can, too. more
- She's Waiting: Five Ways to Reach Women via Sustainable Business Practices by Andrea LearnedAn authentic and established sustainable commitment resonates with women. Here's how companies can work toward more sustainable operations, offer products that reflect that intention, and (in doing so) create good business with a double whammy. more
- What Do Your Marketing Communications Reveal About You? by Becky CarrollEvery touch from every department is marketing. Each customer interaction, whether via phone, email, direct mail, or Web, leaves an impression about your brand. Are your marketing communications self-serving, or are they serving customer needs? more
- Soothing the Savaged Consumer Soul: 11 Ways to Show Love When Times Are Tough by Jeanne BlissIf you are in the business of serving customers, right now is the time to seek out the intangible opportunities to soothe the savaged consumer soul. Here are 11 ideas that will bring you dividends by soothing the frayed nerves during these times of spending woes. more
- Four Lessons for Fostering Employee Brand Ambassadors by Elaine FogelMarketers spend gazillions on branding. But what is often missing is a focus on the people who carry the brand around every day: The front line folks who answer phones, sales reps who follow leads, the custodians.... Every word they utter is part of your brand. Yet, how many of ... more
- Working With a Web Designer: Five Tips for Harmonious Web Projects by Tim FrickMissed deadlines. Blown budgets. Shoddy code. Bad design. The "Well, it works on my machine!" routine. Throw a dizzying array of technical terms into the mix, and you end up with a recipe for digital disaster. The process doesn't have to be such a slippery slope. Here's how to nurture ... more
- How to Launch an Effective Blogger-Outreach Program in One Day by Mack CollierToo many organizations have made bad impressions on bloggers by trying to reach them on their terms, instead of the bloggers'. But the process of engaging bloggers can be surprisingly easy. Follow these steps to launch a simple but effective blogger outreach program... in one day. more
- How to Win the Hearts and Minds of Hispanic Customers by Andy Pierce, Jorge AguilarWith the Hispanic population in the US expected to surpass white non-Hispanic inhabitants by 2030, marketers are scrambling for ways to tap into growing spending power while generating loyalty to their brands. Strong, enduring brand loyalty can be built among Hispanics, but not by using tactics that work for white, ... more
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