Tag Archives: audience development

Successful Marketing – Here It is in a Nutshell

successful marketing in a nutshell

At the end of the year, many bloggers and/or self accredited experts put out their end of the year lists. These lists most often start with titles that entice readers to click through. Titles like, “8 Best Ways to Make Viral Content,” or “5 Biggest Marketing Trends for 2016.” As we have learned from digital marketing data collection, starting a title with a number provokes user behavior. And furthermore, the promise of unveiling information in a list is very compelling to users.

While I question the validity of the content in so many of these articles, I am guilty of producing similar titles (not here but certainly have in the past). But hopefully, you trust that the information I provide you leads to well thought out and proper marketing strategies and implementations. (Trust – we will revisit that issue shortly.)

I’ve looked at the 60 plus articles I have published (here on this blog and elsewhere) and I find particular themes for winning marketing solutions for the new consumer/client –driven world. There are 2 paramount evolutionary characteristics that have caused the need for marketers to morph their approach and tactical executions. 1) The consumers/clients control your brand reputation more so than you do. Brand position is reinforced and rejected by your target audience in full force and outcome. 2) Technology has changed allowing customers/clients to have a dominant role in brand marketing AND allow brands to market to consumer/client behaviors in a most accurate way.

Early in the year, I penned an article “5 Characteristics That Define The Future of Successful Marketing.” Successful marketing lies in a brand’s ability and commitment to

• Listen (to the target audience)
• Understand (their needs)
• Engage (on a personal and broad scale level)
• Deliver a great user experience
• Build trust

Listen, Understand, Engage

The key to marketing success is to truly know your audience. What turns them on, turns them off, and motivates them to take action. Think about it – your audience’s behavior literally says “Marketers – Be There When I Need You.” If you are there when your audience needs you, there is a very strong likelihood that the audience will support your brand with both purchase decisions and advocacy. You can only be there for your audience when they need you if you listen to them (by monitoring what they say about your brand and topics important to your brand), understanding their wants, needs, desires, and then engaging with them.

It is extremely important that your marketing communications are not old school broadcasting. You need to engage with people directly. Consider the recommendations defined in the article “Mastering and Scaling Personalized Marketing.”

Great User Experience

One aspect that truly makes a brand standout and win audience, customers, and advocacy is a great user experience. We look to create an emotional attachment between brand and target audience. The best way to accomplish this is to create an awesome user experience. Think about extending your product/service differentiation by providing an absolute stellar user experience. The user experience should consider every aspect of consumer/client – brand interaction. Interactions online, offline, experiential. Digital and experiential marketing should intersect. This is touched upon in the article “Here is Why Social Marketing is such a Vital Part of Experiential Marketing.”

If you are not convinced of the importance of a great user experience checkout “ROI (Return on Investment) of a Great User Experience and Social Marketing.”

Trust

Marketers can no longer make bogus claims. The general public is now the judge and jury via their communication proliferation using reviews and social conversation. In this past year, I really emphasized “Successful Marketing is a Matter of Trust.” In the referenced article, I highlighted ten ways to build trust. The end result becomes “In Brands We Trust, Or Maybe Not.” If you want to increase trust:

• Review regularly
• Show empathy
• Talk naturally
• Act fast
• Become the hub of the issue

Learn more about this.

Ultimately, you want “Magnifying Business Integrity to Market Brand Trust.”

Building an Audience

Remember, there is a slight nuance between sales and marketing. Marketing is really about building an audience. An audience that is queued up for sales conversion. An audience that continues to value your brand. An audience that becomes an advocate for your brand. There are “5 Keys to Audience Development” :

1) Monitor and listen
2) Engage
3) Find influencers
4) Have a content strategy
5) Use paid media

Social marketing is a key to audience development and “Understanding Social Marketing Means Understanding Audience Development.” But if you implement social marketing to build your audience, “Digital Marketers Should Start to Build Relationships Off of Their Home Court.” In this referenced article, I highlight the importance of engagement and audience development on social channels, forums, and blogs that are not your brands digital assets. Go where the conversation is happening and engage. Do not expect to have all conversations on your brand’s digital assets.

But marketing should go beyond audience development. Audience development is step one. Step two means developing something a bit deeper than an audience. Work to build a community. Community is a deeper connection than an audience. If you want to learn more about this see “In Marketing, A Community Trumps an Audience.” Here are some suggestions on “Building a Strong Community.”

Two other points I think you should consider to up your marketing game. The first deals with connecting with influencers to strengthen your marketing reach, perception, and overall reputation. Many think they can just find subject matter experts with a large audience to get them to push their brand. Wrong. My recommendation – “Stop Looking for Influencers, Find Great Partners.”

The second key point I want to make is that “Great Marketers are Perpetual Students.” Are you doing what is required to stay on top of changing audience behaviors and new technology? If you want to be successful, this is a must.

So there you have it – The Social Steve yearly summary. A summary that should help you to be most successful in the coming year. Not a list of unfounded trends. Recommendations you need to consider and implement. Make it a great year. Make it a successful year.

Make It Happen,
Social Steve

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Filed under audience development, behavior, brand communication, brand marketing, brand reputation, brand trust, brands, community, experiential marketing, influence marketing, marketing, social marketing, social media marketing, Social Steve, SocialSteve, user experience, Word of Mouth Marketing

5 Keys to Audience Development

audience developmentMarketing must change because audience behavior has changed. Customers and clients are skeptical of brand claims. They no longer accept brand advertisement and most of their communication. Brands must build strong relationships with their audience in order to build emotional connections, convert customers/clients, and motivate advocacy.

Recently I suggested that “Companies Should Eliminate Marketing Positions.” I emphasized that marketing communication aimed at the push of brand messages is obsolete. “Marketing” (as it is practiced by an overwhelming number of companies today) must change. A marketing approach must now be aimed at audience development. Commitment to audience development yields winning long-term brand success.

Audience development takes time. Everyone wants to have a million followers that connect with their brand on multiple social channels and convert (sign up or purchase) on their brand site. The reality is that people are not going to just connect on the channels that you want; they will connect on the channels they want. Thus, you must be active on all the key channels that your audience participates in. And audience development will not happen over night. (That is why it is called “development” as opposed to “conversion.”)

There are five key elements to audience development. Invest and stay committed to the following:

1) Monitor and listen. We have two ears and one mouth. We should listen twice as much as we communicate. Monitor all digital platforms, channels, and forums for keywords within your brand category. Listen to what people say. Learn about their needs. Make sure you monitor for your brand name. When people mention you in a positive light, make sure to thank them. If someone says something negative, take the high road. Apologize and whatever you do, do not try to win a debate. There comes a time to just let it go.

2) Engage. When you find someone that mentions a topic applicable to your brand category, reach out to him or her. Offer help, information, and/or inspiration. Be congenial; do not push your brand agenda. Make a friend.

3) Find influencers. It is great when you have others helping you to build your audience. But remember, influencers are not compelled to build your audience; they are compelled to build their audience. Thus you need to find a reason that influencers would want to work with you. For more on this see “Stop Looking for Influencers; Find Great Partners.”

4) Have a content strategy. Content helps to get the word out of your brand. Brand content serves a number of winning purposes:

a. It helps to establish the brand as an authority in a specific category.
b. With the use of social marketing it is a way to proliferate valuable information that gets associated with your brand.
c. It allows others to share your brand.

Get more information on setting up a content marketing strategy and plan here. Consider the different types of content you need to manage here.

5) Use paid media. Consider using digital paid media such as Facebook ads and SEM (search engine marketing – Google ads). These types of digital ads integrate well with your organic audience development endeavors. They are low cost ad vehicles that can be implemented in a non-user-intrusive manner.

I believe that marketing communication has reached its useful end. While brand communication remains important, it must be executed with the objective of audience development. Not as a method to pound brand position. Customers/clients behaviors drive the need to change this mentality. Brands need to change and have a build audience mentality, strategy, plan, and execution.

Make it Happen!
Social Steve

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Filed under brand communication, brand marketing, brands, content marketing, influence marketing, marketing, social marketing, social media, Social Steve, socialmedia, SocialSteve

Why Companies Should Eliminate Marketing Positions

As a marketing professional, I have found that the marketing departments of companies around the world (and at agencies) are in continuous flux. People join; people move on; people get laid off. In good times the marketing department grows; in poor times it shrinks. Companies’ quarterly and annual revenues most often dictate this. And at the same time marketing is not sales.

So what is it about marketing that makes it so vulnerable within a company’s organization? Today, marketing is way too company self-absorbed. Companies build brand stories without enough consideration about and feedback from their target audience. Marketing needs only one objective – audience development. Audience development is outward focused; not inward.

Social engineering concept

Thus, what used to be called marketing should now be called audience development. This is not just a cute label de jour, but rather a complete representation of focus and purpose. Every “marketing” activity should be directly related to audience development. “Marketing” has become a company inward focused position. Most people in marketing emphasize corporate communication, advertisement, and other activities that attempt to highlight who they are and what they stand for. I propose that these activities be put on the back burner. Yes, it is very important for companies to have a well-defined position and know exactly who they are. But now this is ONLY important to help define how they communicate and engage with their target audience. Audience behavior and response MUST dictate brand communication. Brand position and definitions are the starting point for communication. Know who you are, but modify communication based upon audience behavior.

If we change all marketing positions to audience development positions, we must make sure that we balance both long-term and short-term objectives. Let’s start by using the traditional sales-marketing funnel as an initial guide for audience development objectives. Audience development means that you create brand awareness, consideration, conversion, loyalty, and advocacy. If you actually traverse your audience through these stages, you are driving real meaningful results.

social media marketing funnel

The secret is to build a strategy that includes long-term brand development that is most compelling to your target audience while executing tactics that drive the five stages of the sales-marketing funnel.

I want to drive the point that the difference between marketing and audience development is that the first is inward and the latter is outward. As people have more and more control and influence on brand reputation (due to the prolific social and digital world), brands must transition from their historic “this is who we are” communication “push” marketing to audience empathy, focus, and engagement.

Changing marketing to audience development is not window dressing. It is the first and most important step in changing your brand focus on your audience and to drive real “marketing” results. Maybe if brands make this change, the “marketing department” will not be in such a flux.

Make It Happen,
Social Steve

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Filed under audience development, behavior, brands, change management, marketing, Social Steve, SocialSteve

Understanding Social Marketing Means Understanding Audience Development

audience development
It still astounds me when I see an article questioning the value of social marketing. (Notice I said social marketing and not social media. Social marketing is a strategy, plan and activity that use multiple channels to connect, communicate, and engage with a target audience. Social media is a technology platform.) Many have questioned, and some have addressed, social marketing ROI. I myself have written a number of articles on the ROI question here and here. But the value of social marketing is not something to measure in terms of ROI. It should be measured in terms of audience development.

Lets start by defining audience development as it relates to marketing and such that it can be aligned to company KPIs (key performance indicators.) Audience development means that you begin by getting people’s attention and get them attracted to your brand. Once you have them aware of your brand, you want them to have deeper interest in what you offer. You want them to look for and desire more information as it relates to the product or service you offer. You not only want them to purchase your product, but to be a repeat buyer and develop loyalty for your offering. And ultimately you want people to love your brand and do objective marketing on behalf of your brand (make recommendations about your brand to others).

Now if you understand audience development in these terms, I would hope that it is easy to see how social marketing can work for you. What if brands really had friends? Think about how you develop friends. You have some common interest. You communicate and share. It is not just about you. Friends look for you to be there when you need them. Thus, you are there for your friends when they need you. So if we apply this mentality to common business objectives, isn’t it valuable for brands to have friends? Friendship is a relationship. A partnership of some kind. And partnerships are only valuable and last if both parties get something out of the relationship.

So brands need to give more than they did in the past. Brands need to do more than just have a great product. They need to be there for their audience in more ways than simply selling. They need to develop their audience.

It was exactly six years ago that I shared my perspective on audience development. Back then, I addressed it in social media terms, but I soon came to the realization that social media was a platform and that I would use various platforms to strengthen my marketing efforts. I talked about capturing “the ultimate audience,” but it really was not about “capturing” an audience, but rather developing and evolving an audience. I came up with what I have termed “The A-Path.”

As a brand, I first want to get the attention of a target group. Then I want them to be attracted to my brand. Over time I look for them to build affinity for my brand. At some point, they like my brand and user experience enough to opt-in and become a member of my audience either by email sign-up, joining my community, or following the brand. A subset of the audience members are power users and I look to develop very close relationships with these individuals in an attempt to create advocates.

Attention to Attraction to Affinity to Audience to Advocacy. That is audience development. And social marketing should consist of a strategy, plan, execution, and measurement aimed at these five stages of audience development.

So forget social marketing ROI in terms of sales. Your objective of social marketing should be audience development. Audience development in terms of the A-Path. You can build a strategy, plan, execute, and measure each stage of the A-Path. Go ahead. Develop your audience and see measured results. If you do so, I guarantee you all your executives’ KPIs will be realized.

Make It Happen,
Social Steve

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Filed under brand marketing, brands, marketing, social marketing, Social Steve, SocialSteve