Category Archives: Word of Mouth Marketing

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Howdy,

I have been busy working with small & mid-sized companies on developing word of mouth marketing campaigns. I have a few real-word experiences that I would like to share with you. I hope these posts inspire, educate and help you with your marketing efforts!

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It is my experience that numerous companies start projects, but they get sidetracked or too busy thus never finishing what they started. It is my hope to inspire you to finish what you’ve started!

In this case,  a small business owner was reluctant to execute marketing campaigns.

Challenge:

The company needed to increase its customers, or they would have to close up shop. With the owner continually shifting gears in the middle of campaigns the company was wasting a lot of time, money, and resources. The challenge was to convince the business owner to finish what was started and to increase the company’s financial bottom line.

Process:

With cooperation from the owner and the business development team,  I conducted a structured brainstorming session using the business objective workout. During this session,  the team began to realize they didn’t need to find new customers they just needed to develop a deeper connection with their current customers. By creating and implementing an affordable customer appreciation campaign, the team was able to increase sales and stay in business. It was up to the sales team to ensure the customer appreciation campaign was implemented thus removing the owner from the situation.

Discovery:

  • Educating current customers will increase sales
  • Empowering employees works to your advantage
  • Importance of finishing a project
  • Importance of appreciating customers

Please let me know if you have any questions or comments.

Yours truly,

Justina Bryant

P.S. My commitment to you (the followers of this blog): All of my posts will be useful, truthful, and honest. For more great marketing tips visit my Facebook page. Do you have questions about your marketing? – eMail me at justina@marketingbyjustina.com.

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What would you ask Sir Branson?

 

Today LinkedIn announced that Sir Richard Branson crossed the million follower mark. With this feat, LinkedIn will be interviewing Sir Branson. In hopes to create online buzz and encourage follower interaction; LinkedIn came up with a great word of mouth marketing campaign. LinkedIn members can submit questions and interviewer will use the questions in the interview.

 

Allow me to go on record saying I have a HUGE crush on Sir. Branson. It is not about his good looks – really I promise (wink, wink). Truthfully, for me it’s about his passion and dedication to entrepreneurs. So when LinkedIn asked for questions I was one of the first to submit mine – which was Do you believe your desire, belief, plan, persistence and team members have a lot to do with your success?”

 

What would you ask Sir Branson? First share it with me and then submit one by clicking on this link http://linkd.in/U6zQVC

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9 Steps to Creating Amazing Content

Creating amazing content is not as hard as you think. There are a few things to keep in mind as you begin writing. Develop your big idea, define your goals and decide where and when you want to publish your content.

Big Idea

Conduct what I call a Content Mapping brainstorming session. Set aside 1-2 hours for this session. Invite key players to join you – the marketing department, sales department, and customer service department. Make it fun and start the creative juices flowing. In this session clearly define the following:

  • Audience/Buyer Type
  • Product/Service of primary focus
  • Buying Stage/Theme
  • Content Type
  • Marketing Channels
  • Calls to Action
  • Goals
  • Publish date(s)

Audience/Buyer Type

In my post entitled ‘Knowing You Audience’ I talk about creating an empathy map; this is a critical first step. Clearly defining your audience will help you know what topics your audience finds interesting.

Products/Services

Most businesses have more than one service or product offering. I suggest you pick two of your services or product offerings to start. You can highlight the others in your content but keep it to a minimum.

Buying Stage/Theme

Typical buying stages are as follows: Stage 1: Problems/Needs; Stage 2: Objectives/Possibilities; Stage 3: Compare Solutions; Stage 4: Make Selection/Purchase; Stage 5: Customer Won/Loyalty. Define your customers concerns at each of these stages. Start by asking, “What is the type of content my customer will be looking for at each stage of the buying cycle?”

Content Type

There are several types of content you can produce – eBook, Articles, Video Marketing, eNewsletter, Podcast, Webinar, Social Media Communications, Press Release, to name a few. Decide what content type’s are most relevant to your audience.

Marketing Channels

Online marketing channels are growing at a rapid speed. It seems every time we turn around there is something new – so where then, should you publish your content. I suggest starting with the basics; Blog, Facebook, eNewsletter and a company profile on Linkedin. However, depending on your business you might need to add a few more such as, Twitter, YouTube channel, flickr, and Linkedin Groups.

Goals

The ultimate goal of any marketing is to increase sales. However, your underlining goal should be to develop and maintain loyal customers who want to spread the word about your business. Creating amazing content will accomplish both – increase sales and create loyal customers.

Calls to Action

Your calls-to-action should be aligned with your goals. Do you want more Facebook fans, Linkedin company followers, or blog followers? Best practices – add no more than three calls-to-actions to each content type.

Publish Date

After all this hard work you must put your plan in action. Decide the days and times you will publish your content. My clients and I work well using an editorial calendar. This calendar can be complex or it can be simple. For a simple editorial calendar here the basics: publish date, content title, content description, marketing channel(s), and content owner.

Remember make your amazing content relevant, original and always be truthful. And most importantly have FUN!

Yours truly,

Justina Bryant

P.S. My commitment to you (the followers of this blog): All of my posts will be useful, truthful, and honest. For more great marketing tips visit my Facebook pageDo you have questions about your marketing? – eMail me at justina@marketingbyjustina.com.

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