Inbound Marketing

Inbound Marketing Archives | Crackerjack Marketing Blog

Traditionally, many brands and businesses have focused their efforts on outbound marketing. We’re not saying that cold calling, mailers and advertising doesn’t work – it certainly does! We believe that Inbound Marketing can achieve similar results in a smart, efficient way and you should be giving your Inbound Marketing tactics as much attention as your outbound ones.

Content Marketing and Inbound Marketing go hand-in-hand, bringing people to your website where they can learn more about your products and services. You can continue to engage these potential customers through opt-in content such as email newsletters, webinars and more; each touch point bringing them closer to the point of sale.

If you’d like to find out more about how working with a social media agency can help your brand, please feel free to contact us through the chat window (down there, in the lower-right corner of your browser) or contact us by filling out this form.

Finding Your Brand Voice

Oscar winner Colin Firth could be the perfect person to ask about finding his voice – his virtuoso portrayal of a stuttering King George in The King’s Speech so cogently highlighted the frustrations of not having a clear way to communicate with a community. Some brands are equally tongue-tied, unclear about what the brand should sound like, leaving them either silent in social media or sounding haphazard and unrehearsed.

Get over your brand speech impediments by considering the following concepts, all of which play an important role in a well-rounded social media brand voice.

Character/Persona

This is the starting point for the development or furthering of your brand voice: Who does your brand sound like? In order to determine this, you may need to first determine who your customers are, so you can assume a persona for the brand that will resonate with your primary target audience. If you have multiple audiences you may need to have a more flexible brand voice, or you may determine that you need multiple social media channels to reach different audiences. Ideally you will be able to determine character attributes (see diagram) which meet the needs of the majority of your customers or users. If you’re a non-profit which raises awareness of childhood diseases, your character might be a gentle parental type. If you’re a software tools company, you might want to be a bit geeky, just right for the Star Trek crowd.

Tone

Tone is the underlying vibe that emanates from your brand’s communications. This is where you establish your credibility; place your brand in the past, present or future; and subtly alert fans and followers whether your brand is going to be wide-open or a bit more buttoned up. Be a showoff if your character is something like a street-savvy hip hop artist, but know that humble usually goes farther in generating customer loyalty. Clinical or scientific could be good for a very specific B2B entity or professional services organization.

Language

Although your brand may be the expert in its field, coming off sounding like you’re smarter than your customers could turn people off pretty quickly. According to Quikclicks, “Establishing appropriate brand language will give you a foundation for the types of words, phrases and jargon to be used in social media communications.” Want to sound very exclusive? Use insider language and acronyms. Want to sound hip? Stay up-to-date on the latest slang. But be careful – if you make a misstep in slang it’ll look like you’re trying too hard.

Purpose

In the end, why are you here? Your brand voice in social media can help customers understand what you want to do with and for them. Are you working to educate your user base? Do you want to delight them, and get them to visit your store or website just because they’re amused by what you’re writing? And even if you do want to sell stuff, what can you give people to help them become engaged by your brand?

Once you’ve brainstormed around these four brand voice attributes, develop a roadmap for your brand’s voice which you can share with everyone who is involved in writing for, or speaking on behalf of, your brand in social media (even when you buy automatic likes for Instagram). This roadmap can be a simple as a one-sheeter with your brand voice attributes in writing, or you can craft some examples which front-line engagers can emulate. Add buzzwords – the words which describe your brand and which you want to have used when appropriate; for example, if you’re Disney, your buzzwords are something like: kingdom, magic, magical, family, experience, fun. Then add some “dos and don’ts” guidelines for your engagers so they can get a feel for the types of language and content you expect them to create.

social-media_brand_voice_example

Your brand voice in social media will evolve over time. It would be great to think about undertaking a brand voice development exercise before you open a new Twitter account – but if you’ve already been engaging in social media and feel like your voice needs refinement, take the time to work on it now. Make subtle changes and your fans and followers probably won’t even notice that there was a change – but if you can more closely match your voice to their needs, you may attract even more customers and develop greater engagement and loyalty than you ever have before.

This is an oldie but goodie and it’s still as useful today as it was when I wrote it for Social Media Explorer. This construct is being referenced by social media smarties everywhere, including Buffer and Kevan Lee writing for Fast Company.

Are you using this in your company? Please tweet me @stephanies if you are!

Negative Comments About Your Brand? Make Them Work for You


It’s never pleasant to receive negative comments and reviews. You work hard to deliver your very best products and services, and bad feedback stings. However, every business receives negative feedback from time to time. It’s how you handle it that sets you apart and keeps your customers coming back to you despite one less-than-stellar experience. And it’s how you respond that influences new customers to give you a chance, despite any negative reviews. The most important thing to remember is that social media is a public forum. Your audience (current and potential customers) will be paying attention to how you handle criticism and complaints.

How to Handle Negative Comments About Your Brand

So how should you respond? Here’s a list of 6 best practices for dealing with negative reviews:

1. Check Your Ego at the Door

Criticism hurts no matter how tough you are or how long you’ve been in business, but suck it up, butter cup. It’s not about you, and usually, it’s not personal. The feedback you receive is all about your customer’s experience. You can’t change what’s already happened. The good news is, you can influence what happens next.

2. Respond Promptly

There’s little worse than letting negative feedback sit and fester because you don’t want to deal with it at the moment. Treat online feedback the way you would in-person complaints. If someone were to complain to a staff member onsite, how would you expect your employee to respond? Promptly, right? Respond to negative feedback you receive online with the same attention and speed you would give a customer standing right in front of you. Also, keep in mind that others will view your lack of response as an attempt to ignore the issue. If you already have an angry customer, expect the lack of response to make matters much, much worse.

3. Acknowledge the Complaint

It’s important to genuinely acknowledge the complaint. Don’t be defensive or use sarcasm. How do you want others to perceive your brand? You want to appear not only competent, but also interested in your customers. You want to demonstrate with every response that you care about customer experience. Don’t brush the problem off, make excuses, or attempt to minimize the customer’s complaint. Tell the customer you appreciate and value his feedback. Remember, it’s not necessarily what the complaint is about—it’s how you handle it that can make the biggest difference.

4. Follow Up

If the negative feedback was the result of a genuine problem with your products or services, take steps to fix the issue promptly. Then, invite your customer to try your product or service again, giving her incentive to do so. For example, you might offer a free meal or provide a discount on a future purchase.

5. Respond Publicly and Privately

In addition to responding to your customer’s comments publicly, contact him privately to address his concerns. Let him know you are genuinely sorry and want to make the issue right. Handling the issue in private demonstrates that you are truly committed to customer satisfaction and provides a personal touch customers appreciate.

6. Ask Your Customer to Remove the Negative Feedback

Once you are sure you have resolved the issues to your customer’s 100-percent satisfaction, ask her to remove the negative feedback or update it with her positive reaction to your attempts to fix the problem. Your customer may not fully understand how important positive feedback is to your business, but if asked, she may be willing to report how prompt and caring you were in resolving the issue.

Getting negative feedback isn’t the end of the world, especially if you handle it well. Use the above best practices to handle social media complaints the right way.

How User-Generated Content Can Tell Your Brand Story

Your brand story is so much more than a collection of facts about your business. It’s even much more than how you feel about your company and what makes it tick. It’s a unique, complex combination of the facts about your brand blended with the emotions your brand stimulates in its customers. Essentially, it’s a human-to-human representation of your business. Fans are already posting to Instagram and Facebook, why not empower them and harness their user-generated content for brand marketing?

User-Generated Content for Brand Marketing: Your Fans are Storytellers

As a business owner, you work to create a compelling brand story that speaks to the heart and soul of your business—your customers. And what better way to create a compelling story than by having your customers tell it for you? Think about it. Brand evangelists can be a marketer’s best friend. You spend time liking their photos and positive comments about your brand or product, but you could use their content for so much more.

Share User Generated Content

When your customers post photos or videos of themselves using your products or services, don’t just like their content. Share it far and wide. These are the people that are living the lifestyle your brand represents, and they are the perfect people to tell your brand story visually.

People love the opportunity to genuinely engage with a brand. What’s more flattering than having your favorite brand re-share your photo or comment to its community? This can often lead to inspiring more people to post their own pictures, and you might be surprised at how good they are.

Burberry did this well with its Art of Trench website, but you can do this with just about any business. It can be as simple as sharing user-generated content across your social media sites or as focused as building a website designed just for this type of sharing.

Don’t forget to share positive comments, too. If your customers are tweeting praises about your brand, a thank you and a re-tweet can go a long way.

Create Contests Featuring User-Generated Content

When done well, contests are a great way to get customers and prospects engaged and keep your brand on their minds. Create a contest with an amazing prize and make the entry user-generated content. For example, you might have them submit videos or photo collages that demonstrate how they use your products and what your products mean to them. You can share the submissions via social media and even incorporate them into your marketing campaigns.

Chobani, the Greek yogurt brand, managed to increase its revenues by more than 200 percent by running a contest that asked customers to tell their personal stories about eating the brand’s yogurt.

Build Emotional Connections With Personal Stories

Remember, it’s not only about videos and photos (though visuals are always helpful online). Your target audience can be won over by your customer’s personal stories. Personal stories help create a shared experience, stimulate customers to get involved and interact, and help create an emotional connection to your brand.

Don’t Forget the Reviews

Good feedback naturally helps sell your product. Many people who shop online read reviews before they click to buy. However, that’s not the only way reviews can help you. Take the time to read them and use them as constructive feedback. Take what you identify as most important to your customers (from their reviews) and use it in your next marketing campaign.

How important are reviews? Consider this: In a survey by Dimensional Research, almost 90 percent of those polled said online reviews influenced their purchasing choices.

Let Your Customers Do the Selling

How better to sell your product than with words, photos, or other creatives directly from your customers? Adding user-generated content to your product pages is an excellent way to give your customers and prospects a break from the norm and showcase what people who are actually buying from you think of what you have to offer.

It makes sense to let your customers tell your brand story. It’s the most genuine and authentic story that could be told. Put user-generated content to work for you.

How to Improve the Success of Your Marketing Campaigns with Analytics

How to Improve the Success of Your Marketing Campaigns with Analytics

It’s only a small snippet of code, but it’s the difference between knowing whether your marketing is working or failing miserably. I’m talking about analytics software, which packs a powerful punch in terms of helping you to understand your website, social media profiles and customers and letting you know whether you’re succeeding in getting attention for your brand and making your business better known.

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May the Force Be With You: Your Blog Editorial Calendar

blog editorial calendar

You are the social media Jedi, and your editorial calendar is The Force. Use The Force, my young Padawan. Use it well.

Making your blog or social media into an effective marketing tool is a challenge, and so many people get lost along the way. It’s harder than it sounds to not only post regularly but also post content that attracts the right type of traffic and keeps it coming back for more. Even harder is getting your audience to engage by commenting on your content and sharing it. When the going gets rough, though, you’re not at the mercy of fate. Here are three ways your blog or social media editorial calendar can make your job easier.

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The Difference Between a Blog and a Website in Your Marketing Strategy

A business with no blog or website is left open to the possibility of false representation. Of course, current or prospective clients can Google you, and chances are they will find something about you online. This information could include anything from a Yelp review of your business, your personal Facebook page, or maybe even a comment you left on a forum years ago. Though none of this may hurt your business, it may not be the impression you’d like to project.

Give your audience a designated place to visit where they can find more information about you. A blog or website will be the reflection of your business that you choose to put on display. It will provide information and answer clients questions, but that’s only scratching the surface. Let’s dive a little deeper.
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Tips for Creating Agile Teams

Tips for Creating Agile Teams

Creating an agile team is more or less considered as a must for today’s entrepreneur, assuming you have a small, bootstrapped business. As global trends show, more and more successful businesses follow lean startup model methodology; therefore, creating an agile company and adding additional layers of flexibility and responsiveness to your team structure can really boost your results. Luckily, it’s not all that difficult to create an effective organization. Following are a couple of neat tricks you can resort to in order to add agile in front of your team.

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Why You Should Avoid Digital Sharecropping

digital-sharecropping

Using social media is now a fact of life, but there’s one key mistake business owners have to avoid. If you have an active presence on Facebook, Twitter, LinkedIn, Instagram or whatever social media is best for your business, that’s fantastic, but you must avoid the perils of digital sharecropping. What is it? It’s where you put your eggs in a social media basket and have no web presence of your own.

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Exploring Mobile and Social Analytics

Exploring Mobile and Social Analytics

In my last post I explained some of the insights analytics offers to help you improve your marketing campaigns. This time round, I’d like to look at two aspects of analytics in more detail: social and mobile analytics. Over the last couple of years, Google has enhanced these features significantly, so it’s worth seeing what you can learn. The reason this is important is because the more you know about how your customers are using mobile and social, the better you can target your marketing.

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Will Your Customers Be Wearing Your Website?

Will Your Customers Be Wearing Your Website?

The Mobile Market Shift – Are You Ready?

Will your customers be wearing your website soon? The chances are that they will be. If you pay attention to technology news, you know that wearable computing (it’s exactly what it sounds like: computing devices that you wear) is set to make the mobile market even more mobile.

The most common devices are smart watches. These started by allowing you to manage smartphone functions from a device worn on the wrist. But some of the latest ones fly solo, so you don’t need a smartphone to use them. (Check out the Samsung Gear S for an example.) That’s the revolutionary part, and it’s why if you’re not ready for mobile market changes, it’s time to think seriously about what that means for your website and marketing. Google Glass may be wearable, but something that’s just like the watch you wear already, but better, is likely to be more popular.

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Google Algorithm Updates: Should You Be Worried?

google algorithm

The Mopocalypse is here. What does that mean for your marketing strategy? Let’s take a look at Google’s mobile-friendly update and other algorithm changes and see what you need to do next.

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6 Ways to Help Your Marketing Agency Do a Better Job

6 Ways to Help Your Marketing Agency Do a Better Job

Are you planning to hire a digital marketing agency this year? Here’s what I’ve learned from working on thousands of projects that can help set you up for success.

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What Is a Digital Footprint?

What Is a Digital Footprint?

Perhaps you’ve heard the phrase “digital footprint” and wondered just what it meant. Essentially, it’s a trail of data created by your presence in the digital world. It includes the presence you create with your website and blog, of course, but encompasses so much more than that. It’s the measure of all that you do online, which can include everything from updating your statuses and creating bookmarks to generating reviews and appearing in search results. As far as social media is concerned, your digital footprint is your online presence in relation to the interactions you have with others and the movement/sharing/engagement of those interactions across the Internet.

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7 Key Assets for Inbound Marketing

7 Key Assets for Inbound Marketing

You likely already have several key inbound marketing assets at your disposal. These platforms help you interest, educate, and entertain your audience, moving your prospects through the inbound marketing continuum. Your goal is to take your audience members, who are essentially strangers at the beginning of your relationship, and convert them into customers and brand promoters. How many of these marketing assets do you already have working for you?

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Creating Customer Personas for Inbound Marketing

Creating Customer Personas for Inbound Marketing

Some things just aren’t one-size fits all, and content is one of them. To effectively engage your audience, you’ll need content that caters to the specific types of consumers you are trying to reach. And how can you get that? Start by creating customer personas that fit your audience members, and then tailor content to fit each persona. Essentially, you’ll use these personas to drive your inbound marketing strategies.

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What Is Inbound Marketing?

What Is Inbound Marketing?

Inbound marketing, while not an entirely new concept, has become quite popular, particularly with B2B marketers and with consumer marketers too. The reason for its growth is due in large part to some of the new ways that people communicate: via the social web and blogs.

Inbound marketing is actually a powerful combination of digital marketing methods, including content marketing, social media, SEO, lead nurturing and email marketing. And it’s considered today’s “new” way of marketing. In the old world of marketing, you could buy people’s attention – throw enough money at TV ads and you’d get a huge audience. But in today’s increasingly fragmented media market, and with those new communications methods, that’s very hard to do, so there has to be a better way.

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Creating Content for Inbound Marketing

Creating Content for Inbound Marketing

Content is at the core of what inbound marketing is – it’s what attracts people to your brand, product or service, versus you needing to go out and find them. Think of content as the honey which attracts the flies!

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How To Survey Your Customers Like A Pro

How To Survey Your Customers Like A Pro

Knowing your customers, understanding their wants and their needs, and getting feedback quickly on new products and services, is critical to your business success. One of the best tools available for getting that information is offered by a company called Survey Monkey. It’s free for a basic service that allows up to 100 responses per survey. For a relatively small annual charge, you can get thousands of responses and a wide array of survey types and analysis through simple or complex customer surveys.

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Brands Working With Bloggers – It’s Confusing

brands working with bloggers

While I was busy last week getting my new site up and running, a major conversation was happening in the blogosphere about compensation for mommybloggers. This is a topic that I’m pretty passionate about, having recently moderated a panel about how PR and bloggers can work together, and as a long-time liaison between brands and bloggers.

From the brand side, there is certainly a great deal of confusion (and, dare I say, ignorance) about how to work with bloggers (of any type, not just moms). Here are the issues from my perspective.

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