Earnest about B2B

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How to make customers brand loyal? Give them the benefit of the doubt.

Earnest about B2B

This is a really nice move from TFL for three reasons: It gives customers the benefit of the doubt and allows them to self-serve their account. It allows honest customers to rectify mistakes (it gives a list of reasons why your tap-in and tap-out might have not been accurately recorded – some of which allow for general absent mindedness ) and avoid paying a penalty. Easy peasy.

A guide to content curation. Where can I find shareable social content?

Earnest about B2B

Top tips: Speak to and listen to your customers: use experience of who buys your product, engage with them and use social listening software to build a picture of what they’re interested in. How can we keep the content monster fed and happy? Their made-up homonym , not mine. Like others, I’m guessing, my first thought was “I wonder what an evangelist does on a day-to-day basis?

Five tactics to convert page visitors into leads

Earnest about B2B

And that’s reflected in the fact that most customers think that the quality of a product’s image is more important than product-specific information (63%), long descriptions (54%) or ratings and reviews (53%). #5. Driving traffic towards your lovingly created webpages takes effort. All the more reason to make sure those efforts aren’t wasted by a sub-optimal design. Lower the drawbridge.

How to improve your luck: 4 simple tips

Earnest about B2B

Networking events are an ideal place to stumble upon the perfect customer or your next big deal. Being kind and giving with customers can have a very positive impact in how you’re perceived and what new opportunities come your way. Understanding what’s best for your customers is key – our MD Chris Wilson talks more around this in his thoughts on Behavioural Economics. 3. White.

Content Methodology: A Best Practices Report

for customer service. Customer service teams are the experts on customer pain points. president of global creative and content marketing. “It’s customer-first thinking. A lot. Business Goal Content Objectives KPIs Customer. customers Customer service • Number of service issues resolved using. become customers. Content. Methodology: A Best.

The seven commandments for a successful rebrand

Earnest about B2B

By working out your brand framework – be it monolithic, endorsed, free-standing or hybrid – you will cover product strategy, customer segmentation and business strategy. There are some quick and cost-effective wins: Survey your customers – simple tools are available to gauge your customers’ feelings on your brand, and to also validate your decisions throughout the process.

Live Streaming Apps - the future of Content Marketing?

Earnest about B2B

Well, you too could have your moment in the limelight by inviting current and potential customers to tune into your live stream as you launch and talk through a new product or service (creating a video that can in turn be used later.). Why not get your CEO on Periscope talking through the numbers and a look ahead to next year while fielding questions from employees and customers alike.

Innovation from the inside: Building Event Wallet

Earnest about B2B

Attendees to the event were there to learn new insights, gather information and make new contacts, not get the hard sell at every stand they attended but despite 1 in 3 business buyers attending live events, just 8% of event marketers say their company has cracked developing relationships, closing deals and acquiring customer insights. ‘I’ve got an idea for an app.’ Here was the rub. Event

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5 everyday terrible user experiences (and how to avoid them)

Earnest about B2B

wrote a blog post recently about how delighted I was, having discovered how I can easily manage my Oyster card journeys online without having to call customer services. In one swoop they can cut the cost of managing customer accounts, increase transparency and do something genuinely innovative. In my opinion, these are the keys to winning and retaining customers. Please use it.

Evangelizing a Content Marketing Program

percent of American pay TV custom- ers overall, including the 25–34 demographic. as sales, employee advocacy, customer service, audi- ence engagement, thought leadership, and hiring. CUSTOMER RETENTION & LOYALTY The “always-on sales funnel” is a mod- ern marketing cliché for a reason. customer. All rights reserved. Introduction 4 II. Why This Guide 6 III. Instead, most.

Changing rooms and changing behaviours: improving the retail experience

Earnest about B2B

Indeed, getting customers into the changing rooms is half the battle (particularly for men, where there’s a 65% chance they’ll buy the item they take in). An iBeacon or NFC loyalty-card touchpoint can take advantage of customer data – particularly if you’ve downloaded the store’s app. “If men liked shopping, they’d call it research” - Cynthia Nelms. We're playing by their rules.

Lessons from the Brixon Academy

Earnest about B2B

Customer loyalty customer engagement brand books There''s a lot for marketers to learn from the epic tale of the Brixton Academy. You will be recommended a lot of business books to read this summer. A lot of them will include fancy graphs. Many will have inspirational quotes. But among the rock and roll stories are some important lessons for businesses and their marketing strategies.

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The not-so-secret formula to B2B website UX

Earnest about B2B

Don’t make me think Each task on a website should allow the user to get what they need (an answer/solution) and the host business to get what they need (a new customer/sale). Social proof – 'don’t take our word for it' – customer examples to show advocacy and reassurance that peer organisations are happy with the service. You worked hard to get your customers - show them off!

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Etiquette & Propriety: a quintessential guide to decorum in B2B marketing

Earnest about B2B

Companies with a particularly strong digital identity can really surprise and delight their customers with an analogue message; see some rather marvellous examples we developed for Google on our website. There’s an online survey, she says, on Buzzfeed. So this has me thinking – what pitfalls are there in the world of B2B marketing? B2B Marketing

You have a new match! Online dating tips for the B2B inbound marketer

Earnest about B2B

Similarly, there are millions of customers worldwide looking for B2B products and services online who are increasingly hitting the Internet to find them; 86% of companies say they now sell online to customers who used to purchase from them only offline. Back on the market or going to market? Hot tips from Earnest! That photo of you with the drugged tiger in Thailand? Conclusion.

Study: How Much of Your Content Marketing Is Effective?

And instead of relying on disruptive banner ads, brands are start- ing to get smart about targeting customers with original content. their most important marketing goal, lifetime customer value and. Copyright © 2015 Contently. All rights reserved. contently.com By Jordan Teicher Study: How Much of Your Content. Marketing is Effective? What’s working—and what’s not—for over. content.

5 tips to amplify your YouTube video and get more views

Earnest about B2B

So here are a few pointers to help get your B2B marketing videos up the search rankings and out onto your prospective customers’ desktops, phones or tablets. 1. Hint: Try to use keywords and terms that are linked to the subject matter and that your customers would use to search for the issue being dealt with. 3. We all want our videos to go viral on the Internet, don''t we? link].

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Velociraptors in the kitchen (or: the importance of context in social media)

Earnest about B2B

In the middle of the delicious horsemeat scandal, someone at Tesco Customer Care thought this would be a good idea: As a cheeky joke, between friends or colleagues this is pretty funny in a Dad-pun sort of way (Hay? The importance of context in social media marketing. So what’s all this got to do with social media, I hear you ask? Well, marketing in some ways is a bit like making dinosaurs.

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Marketing Personalisation with the Father of the Bride

Earnest about B2B

Personalisation also helps with customer retention – in one study by Salesforce , 44% of marketers believe it to have a ‘significant impact’ on loyalty and retention. So, if done properly, personalised communications can provide marked improvements in performance as well as leading to happier customers. If you get it right, you can create a magical bond between brand and customer.

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Raising brand awareness and driving leads with HR & Recruitment Execs

Earnest about B2B

So, we provided a free bespoke review of a company’s recruitment and retention processes in exchange for a little bit of information on our customers. This formed the beginnings of a customer database allowing us to start the makings of an ongoing lead nurture campaign. OK, so here’s the scenario. Question. What springs to mind when you think of recruitment agencies? Aggressive?

Content Marketing Playbook: Strategy and Roadmap

customers to reimagine GE on the cutting edge, which. they end up becoming customers of Moz, that’s great, too, but that’s a side benefit. list that could include: its own investment trends data, data and queries gathered at its customer call center, the expertise of its financial advisors and other internal. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently.

Novice to Social Media Smarty Pants in 4 Helpful Tips

Earnest about B2B

My point here is to invest some time in finding out who your ideal customer is and actually if they are even open to talking to you. Your third-party and marketing created content ratio should be higher than your direct CTA content, ensuring your message won’t be seen as aggressive by your customer. Taking the smoke and mirrors out of becoming a social media pro. Content Planning.

22 reasons you know you work in B2B marketing

Earnest about B2B

When your extensive customer insights sometimes have to come from 2 hours of Googling (shhh, that's a secret). We put heads together at Earnest and decided to settle this once and for all. If for any reason you weren't sure, here are the tell-tale signs. You know you work in B2B marketing. 1. When your Mum has no idea who any of your clients are - despite all of them being bigger than the company that makes her favourite brand of toilet cleaner. 2. When the most talked about campaign in your industry features a washed up actor balancing on two trucks. 3. B2B-ers, over to you.

Email marketing: Is emailing purchased data a waste of time?

Earnest about B2B

In my next b2b campaign planning post, I’ll talk about taking this new data and using it to develop customer personas and then how to design for, and communicate to them. Does e-mailing cold data really cut the mustard? So what’s the first step in unlocking the value of your new data? That’s where progressive profiling comes in. Watch this space. B2B Marketing

What does a great B2B marketing email look like?

Earnest about B2B

With the wide, and often marvellous, variety of ways we can reach customers it’s sometimes easy to overlook the impact a well-timed and lovingly crafted email can have. Best practice for B2B marketing emails. It can be cost effective, personalised and easy to measure. But here’s the thing, you need to get it right. Or email marketing can quickly become a poor investment.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

platforms, and customer relationship management. Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. 2016 STAFFING, MEASUREMENT, AND. EFFECTIVENESS ACROSS THE INDUSTRY 2Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry I. Introduction II. Methodology III. Key Findings IV. Results and Analysis V. But brands.

5 principles of Information Architecture & why it matters to marketing

Earnest about B2B

well-structured site or app can be a real differentiator for your customers, especially with eCommerce or where you have a large number of products. Decreased customer satisfaction, decreased sales and customers seeking out a competitor are three likely outcomes. Humans are ‘informavores’ after all. We need information to survive. What’s all this then? We’ve all been there.

Feed our desire to be connected or miss out: new Wireless Nation study

Earnest about B2B

Why keeping customers connected is good for business. The real revelation from the Wireless Nation study ( available here ) is that 1 in 4 customers have actually left a business’s premises because they can’t connect to the Internet. b2b mobile mobile infographic customer engagement mobile marketing We’re all at it. Eyes glazed. Attention fixed.

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How to stop people unsubscribing from your emails

Earnest about B2B

First they talk to me like a human being and then recognise that some of their customers might not be the types to enjoy fine dining and the comforts of Egyptian cotton pillows in a sumptuous country retreat all that often. Email is an essential part of the B2B marketing arsenal. It''s easy to execute, easy to measure and easy on the budget. What''s not to like? email marketing

Eight years of top business brands on Twitter and their First Tweets

Earnest about B2B

If so, we''re sorry, but to be honest if we were a prospect/customer of the organisation, they could so easily make the same mistake. Which businesses were early adopters on Twitter? And what were they saying 8 years ago? Today, Twitter is celebrating its 8th birthday. When did they set up on twitter? What was their first tweet? And how many followers do they have today? Nothing. Nothing.

B2B Marketing Trends for 2016

And they expect an optimized customer experience from end to end. Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. always make more content, their customers can't make any more time. will be forced to value "fit" over "reach" where they target the customers that fit. or current customer is. B2B Marketing.

What lies ahead: from the Wearables watershed to the Internet of many more Things

Earnest about B2B

warehouse picking ), tech & customer support, architecture & design, medical – you name it. > In short, VR and AR are going to change the way we work, live and play. Last week, analyst CCS Insight hosted its annual ‘Predictions for 2016 and Beyond’ event. Augmented and Virtual Reality – this time we know it’s for real
. > What’s the difference? Technology b2b mobile b2b

Parlez-vous B2B? The dangers of using jargon in your marketing

Earnest about B2B

According to Professor Daniel Read, a behavioural economics expert, marketing spiel from lenders instils “excessive irrational optimism” in buy-to-let customers. Think with the customer in mind – are you giving them what they want? As a respected member of the ‘Enlightenment’ movement and author of a number of books on epistemology , Condillac certainly knew his stuff. rude awakening.

For the love of your customers: How a free coffee can make all the difference

Earnest about B2B

What does it take to make your customers feel appreciated? He spilt the beans that staff at the ever-expanding sandwich chain were actively encouraged to give away something for free to their favourite customers. 2.30, but it was, as they say in the business, a great customer experience. Firstly, I felt valued – a prized customer in fact. Yes, my life is that exciting.

Has technology made marketing easier and better, or just faster?

Earnest about B2B

Before the digital revolution, marketing existed through a limited number of mainly mass-market, non-interactive channels (outdoor and TV to name two) – meaning marketers were able to tell their customers about a product – but not really hear what they thought about it in return. There are many resources open to understand more about your customers than ever before. Take time to plan.

B2B Marketing Trends for 2016

And they expect an optimized customer experience from end to end. Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. always make more content, their customers can't make any more time. will be forced to value "fit" over "reach" where they target the customers that fit. or current customer is. B2B Marketing.

iBeacon: The Future of Content Marketing?

Earnest about B2B

Amidst the use cases there are now real-life case studies: Apple began using iBeacons at all its 254 retail stores in the US in December to help customers shop or pick up an order they’ve already placed. What better way to combine geo-location and context to deliver highly engaging and relevant content to prospects and customers? Or a smarter way to reach and engage customers.

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This is the week that was: Long live marketing

Earnest about B2B

Not only does the city see outdoor billboards as ineffective at catching the imagination of a city full of potential customers but they also see a horrible blot on the landscape – so they decided to get rid of them all and replace them with trees and community spaces. Article of the week. It’s a great round up of the big things that marketers need to be thinking about in the year ahead.

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The marketing graveyard has shut up shop

Earnest about B2B

We know social can have massive effects on a campaign, we know social is great to engage with clients and potential customers, blimey we even run campaigns that have social as the focus (if that is the right answer). A blog post on the death of email caused quite a stir recently. The point was a fair one – B2B marketers are focusing on email marketing when in fact they should be keeping up with the latest marketing trends. There was even evidence to back it up. The author explained that “of the 300 odd slices of spam, about 60% had personalised the email with my name. Ask them now.

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Brand high jinx and what you can learn from Paddy Power's Mischief Maker

Earnest about B2B

“Whatever you do, make sure your customers want to hear it.” The inside track on the Paddy Power Mischief Team''s marketing strategy. Earnest was out in force at this year’s Another Marketing Conference yesterday – and a stimulating shindig it was, with interesting speakers galore. They chose the latter. And to do so, they knew they needed to push it. Cautionary tale.

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B2B Marketing Trends for 2016

And they expect an optimized customer experience from end to end. Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. always make more content, their customers can't make any more time. will be forced to value "fit" over "reach" where they target the customers that fit. or current customer is. B2B Marketing.