Get Them and Keep Them

Blogging - a litmus test?

Many small businesses, particularly in the tech sector, have warmly embraced blogging. They have seen their blog help engage customers, generate repeat traffic, personalize their brand and indirectly (or even directly) lead to sales.

But, based on my experience, blogging is by no means a part of the U.S. marketing mix, especially for large corporations. While these companies may read blogs to see what consumers - and even competitors - are saying about their brands, they don't participate directly in the blogosphere.

Based on a slightly dated, but still relevant survey from Click Z, "Executives Slow to See the Value of Corporate Blogging, the survey concludes: ..."Many respondents doubt the credibility of blogs as a communications tool (62 percent); brand-building (74 percent) and a sales or lead generation channel (70 percent).

The author points out that the lack of enthusiasm for blogging results in part from the clash between the free-wheeling world of blogging, which values honest, straight-forward, and often spontaneous dialog, with the tightly controlled communication culture in most large corporations.

If that is indeed the case, then it would seem that companies that don't blog for this reason are probably not too savvy about the benefits of social media and web 2.0.

They also probably don't understand that a brand is built by what the company says or does, as well as how others perceive it.

Thus, a reasonable litmus test for evaluating companies for potential employment or even business services may be:  "Do you blog? And if not, why not?

I bet you'll learn a lot from the answer.

Technorati Tags, corporate blog, social media

B2B web sites must appeal on an emotive level

One of the things that amaze me when I see many B2B sites is their attempt to keep their sites results-oriented, fact-based and highly rational.

While certainly those are all great attributes, there is some need to appeal to me - and other prospects - on an emotional level.

In all levels of the organization, people buy from companies they trust. They buy services that they think, or know will perform, based on the criteria the company presents. But they also factor in what I call the "hero" concept, as in: "Will this purchase make me a hero?"

The Author of Brands Matter in B2B Markets succinctly points out:

In the early-to-mid 1980s, IBM did not have the best computer systems or pricing. "Big Blue," however, became the enterprise systems market leader because you never got fired for buying IBM(same with Cisco today). IT Directors "bought" a relationship, company, reputation, service, people, assurance. In other words, they bought goodwill or the brand.

Recent advances in neuroscience support the notion that buying decisions in B2C and B2B spheres are largely based on irrational impulses often unknown to the buyer. For example, the IBM customer was strongly motivated by job security and peace of mind. Today's B2B customers may articulate their need for ROI, higher performance, a better mousetrap. Yet, they really want to avoid doing business with "an Enron"; they want a name or people they can trust; and they to buy from a "leader." Strong brands play to these important drivers.

Of course, a company's web site is a reflexion of its brand. So if the web site is sterile, chances are the brand is sterile too. Thus, when B2B companies analyze their web stats, and wonder how they can boost their CTR, page views, and site traffic, they might want to look at what their overall brand conveys first.

Technorati Tags: B2B, branding web stats B2B web sites

Great SEO Article

One of my favorite SEO blogs is SEOmoz.org/blog.  While the company's posts are universally great, I thought this post, "My Personal Opinion - 90% of the Rankings Equation Lies in These 4 Factors"
was a very strong and  concise "how to" for increasing a company's rankings on Google.

In fact, we recently deployed all of these factors, and started ranking better for our top key words in organic results.

If you want a primer on SEO, I'd start with this post.

Technorati Tags: SEO, web stats

Web Metrics and My Morning Weigh-in

Every month or so, I step on the scale.  I also occasionally weigh myself at the gym, doctor's office and other places. And, the number is never the same.

So it comes as no surprise that  Quantcast (www.quantcast.com), Google Analytics, Alexa, ComScore and other ranking sites never report the same traffic information. Each uses its own methodology to identify a site's traffic, unique visitors, page views, etc.

The important thing  is to watch the trends. Are the numbers going up or down? Did link baiting efforts, press campaigns,  customer experience improvements, etc. drive improvements in site traffic or not?  Like  stepping on a scale, the numbers are relevant.  But what's more telling is the overall  direction of the numbers.

P.S. If there's any question about what keeps me in shape, it's my two children, Joelle and Colby:

Technorati Tags: web metrics, quantcast, alexa, google analytics

Learning product marketing from my son

I learn a lot of things from my children, including product marketing.

You see, my three-year-old son is passionate about his matchbox cars. He carries them everywhere. He brings them to pre-school, takes them in the bath with him and even sleeps with them at night.

He has plenty of other toys. And he plays with a lot of them. But he always returns to his cars. They are his passion.

All of this got me thinking. Whenever I sit in product marketing meetings, are customers passionate about our products? Do they choose them above all others? Do our products fill a need and provide some emotional benefit? If they don't, what do we need to do so they become the equivalent of my son's match box cars?

Technorati tags: product marketing, boys and cars

Bounce Rate is a Sexy Metric

The article  "Bounce Rate as the Sexiest Web Metric ever" in MarketingProfs.com was not only 100% accurate, but a masterpiece. It carefully detailed the glorious insights that a bounce rate provides webmasters and marketers.

In short, a bounce rate measures the number of folks who visit your web site, or a page on your web site, and leave immediately.

I have heard that bounce rates above 40% are alarming. However, I think any good marketer would keep their eye on the bounce rate (for the site as a whole and individual pages ) - and always try to lower it. After all, it says that people are engaged with your site and content - and are taking the next steps in the funnel.

The author correctly points out that bounce rates should be used to:

1) Measure the bounce rate of your Web site

2) Measure the bounce rate for your traffic sources.

3)  Measure the bounce rate of your search keyword

4) Measure bounce rate of your AdWords, AdCenter, YSM (PPC) campaigns

Of course, all metrics are great. I just think bounce rate is one of the best ones out there. Any thoughts?

 

Technorati Tags: online marketing, bounce rate

Britney Spears: Delivering (or not) on your value proposition

A lot has been written about Britney Spears' disastrous performance at the VMA awards. And, I'm not about to critique her dancing, singing or appearance. But I do think she offers a critical lesson for branding: the importance of delivering on your value proposition.

What Ms. Spears failed to do was deliver on the expectations that she alone has set. Known for sexy, somewhat erotic dancing, pop lyrics laced with sexual references and an incredibly high level of energy, she failed to come through.

While I'm by no means a dancer - and even less of singer - her performance appeared unrehearsed, poorly executed and just outdated. She seemed tired and bored.  And, her weight? Well, after two babies, it seemed fine to me. But she once was exceptionally thin and toned. And, that was what the audience was expecting, babies or not.

Thus, the lesson from a marketing perspective: If you set expectations, you need to deliver on them, regardless of the circumstances.

If you can no longer deliver on that value proposition, then you need to figure out what you can indeed deliver upon, and if that proposition addresses a customer pain or need. If it does, then deliver on that.

Technorati Tags: branding, Britney Spears

Re-branding is more than changing your logo

I recently got a bill from at&t, and entered re-branding hell.

You see, my husband and I pay some of the bills for my in-laws. They have at&t for long-distance calling, and had BellSouth for local calling. But then BellSouth merged with at&t. So, now we get two at&t bills - one for local and one for long-distance calling.

There's nothing new or innovative about the at&t local calling service. The cost is the same. The customer service is the same and the bill looks the same. The only difference: there's an at&t logo instead of BellSouth.

When I spoke to customer service about all this, they told me they couldn't consolidate the two bills. I would have to continue paying them separately - and make sure that each was credited to the proper account because each has its own account number and send-to address.

The result, I have entered re-branding - not to mention billing - hell.

Of all companies, at&t should know that re-branding should be more than changing the color or size of a logo. It should represent a better, more exciting value proposition for both new and existing customers. Sadly, in this case, re-branding represents a hassle, and thus, a diminished value proposition.

It doesn't have to be that way. Consolidating the two bills is a logical place to start. Offering better, more competitive and valuable telecom services, would be another good step.

So listen up at&t - and other companies who are re-branding. Before you embark on campaigns to reinvigorate your image, try thinking about ways you will be able to serve the customer better, faster or or more effectively.

After all, the brand is all about what you deliver (or customers think you deliver), not what your logo looks like.

Technorati Tags: at&t, rebranding