Most Fortune 500 brands are working hard to cultivate a network of loyal customers online. Mostly, this community-building happens on social media when brands build pages and platforms to attract and retain those loyal customers. However, many brands develop myopic views around their categorized and quantified loyalty group, which limits the ability to reach a larger group of customers. Here are three tips to keep in mind to make sure that doesn’t happen to you.
Stories by Kristina Libby, S.W.C.
Storytelling, as explained by Douwe Bergsma, is indeed a different way of looking at marketing communications, one that requires new processes, metrics and staff. Bergsma, CMO of Georgia-Pacific—the paper goods giant behind the Brawny, Quilted Northern and Dixie brands—offers some fascinating details that often separate a good story from a great one, including three secrets to crafting a successful marketing story.
A multichannel structure can be likened to the swim lanes in a pool: We line up our channels, the gun bangs and they each swim off in their own lanes, doing their own thing. The problem is, none of the channels are collaborating because they’re so focused on beating each other. And that creates a “Hunger Games” situation. But if multichannel means staying in a swim lane, then omnichannel is basically one big pool party.
Few companies are trying to make a Starbucks-like statement in today’s highly politicized communication environment. Many brands want to respect the diverse opinions of their employees and customers and avoid becoming a target of unanticipated backlash. Here are a few ways communicators can help brands navigate today’s highly charged environment. Fortunately, most of them are basic tenets of PR and communications. Brushing up on the basics can be especially useful in today’s climate.
When a massive, five-alarm fire broke out on a Saturday evening in busy Gilbert, Arizona, a Phoenix suburb home to nearly 250,000 residents, the Gilbert Fire and Rescue Department partnered with Gilbert’s Digital Communications Department to take a teamwork and technology approach to communication and community outreach. Here’s how they did it.
Most of us are familiar with the core KPIs of Google Analytics such as users, sessions, page views, bounce rate, average time on page, search and CTR. These metrics are important to The Coca-Cola Company too. But do they provide the holistic view the company needs? The answer is, no, because they alone do not capture engagement. So, the company created its own KPI.
Timely content is king. The good news in today’s digital world is that companies are now in the content driver’s seat. But with so many channels and platforms at their disposal, many brands struggle to be relevant on all of them, all the time. That is leading some to make poor decisions about content type, timing and topic. Here are two examples of how Southwest Airlines strikes while the iron is hot.
A Personal Blog Network (PBN) is a network of sites that you control which are designed to direct links to a site that you’re monetizing. If you have an existing PBN, or are building one up, you’re going to need to take steps to ensure your digital presence is effective, safe and secure. Here are five tips in setting up your PBN.
Influencer marketing is undoubtably one of the hottest trends of 2017. But since this avenue is typically available only to brands with huge budgets to spend on big-name celebrities and well-connected media publishers, smaller firms often assume they can’t afford it. Not true: Here are five ways to make influencer marketing work for those with limited resources.
How many times have you received a text message you didn’t look at? The answer is most likely “almost never.” In fact, text messages receive a 98% open rate and mobile messaging is the No. 1 most frequently used feature on our phones. This unlocks a world of creative opportunity for brands. In a time when ad blocking is the new normal, marketers must embrace choice-based ad offerings in the quest for true attention. Luckily, there’s a ripe opportunity to reach the nearly 1 billion iPhone users out there with something they’ll actually appreciate—in iMessage.