This morning, The Pulse Network hosted the monthly webisode, The Customer Edge: At Your Service: Winning the Heart of the 21st Century Customer. Throughout
the webisode, guests discussed how organizations have shifted from using social media platforms as a primary means of communication marketing messages to their customers to using social media as an outlet for customer service.
Shortly after the webisode ended, my fellow marketing colleague Kerry Tanner and I headed to our local Stop and Shop to pick up some things for our office. Kerry noticed a block of molding cheese sitting on the shelf. After a few moments of voicing our disgust, Kerry and I both snapped pictures with our smartphones and headed to the deli to turn the molding cheese in to one of the store’s employees. Although he was apologetic, there really was no customer service experience that occurred. Granted, he was not a customer service representative and we were in a rush, but we felt that something more needed to be done. So what did we do? We turned to social media to see where we would get the quickest response.
The webisode’s first guest,
Jillian Vorce of the Jillian Group and Butch Stearns of the Pulse Network speak about the benefits of having a great digital handshake.
People do business with those that they know, like, and trust. To build trust in a relationship with a client, it starts off with a simple handshake, the trick is how to show trust online with your clients.
Connecting with someone and building trust online truly defines the digital handshake. It takes the same connection principal face-to-face and bringing it to online relationships.
Digitally accomplishing trust:
We put great emphasis on our office space, but most people find out about your business online. Therefore your site needs to feel and be as comfortable as your office space.
Remember: Your clients are your main focus! Create as much surface areas as possible for people to want to connect with you.
Jillian Vorce of the Jillian Group and Butch Stearns of the Pulse Network speak about what tools to use to create your digital handshake.
Tools for the digital handshake:
“Common sense is common sense but its not common practice” and the common practice piece is where we are missing. It is not about knowing what we should do, it is actually taking the steps to DO IT.
Eye contact, shaking hands and being present is very important, being about to show that online is a little more difficult but by utilizing sensory responses from target markets or clients your audience will see your digital handshake.
-Video and audio content is huge to help your clients get a better understanding. When clients get to hear from you in videos and see your graphics it helps give your clients good vibes about your company. Don’t forget that too much text is too much! You wouldn’t talk someones ear off you just met, so don’t smother your clients with text!
Voice of the People Segment: Butch Stearns sits down to look at what Twitter accounts are using Halloween for Marketing. Take a look at these accounts that used Halloween to help market their products!
Why Women Are the Superior Marketing Sex- The Pulse on Marketing
Battle of the Sexes- Mark Ritson, Associate professor of Marketing and an expert on branding, wrote an article for Branding Strategy Insider about women succeeding more in marketing than men.
According to Mark Ritson, when it comes to research in marketing, women’s brains work better for brands because women have more empathy than men (no surprise there). Female marketers outperform male marketing counterparts constantly.
Mark has been studying this for years and finds that
- the female brain emerges as superior organs for communication and emotional understanding.
- From a very early age girls express sensitivity much more than boys do
- Females are more aware of competition so they know what is going on
- And women don’t talk as much about themselves as much as men do, therefore they are built better for brands
Simply women’s brains are just better at understanding than men are, which makes women better marketers than men!
Patrick Cahill of Beep! Directed Voicemail explains the 5 keys to build content to generate sales.
- Makes sure content is relatable and relevant to your product and service: Don’t have your sales team all “sales-sey”. Make sure the content topics are easily, naturally, able to pivot into sales conversations.
- Focus! Don’t overload info into one piece of content. “Too much to say to too many people”. Simply chose one piece of information for a takeaway.
- Use experts and extroverts. Use 1 expert that happens to be an extrovert, someone who knows they sound good on the phone, and looks good on cameras. You want to make sure they are comfortable with joining sales teams. When you have an expert you’ll see a rise!
- Don’t give away content without knowing who is downloading it. They will forget who you are and your company is with in 3 minutes. Initiate the conversation and make sure your content is worthy.
- Have a plan! Have a follow up plan that includes information sales. Tell sales how quickly they will receive the data. How quickly you need them to call. What messaging you want them to share. How much following up you need to expect. Have a unified understanding of our metrics for success.
At the end of the day… your content is going to generate sales- when you have a plan on how it is going to!
Stephen Saber and Butch Stearns break down their conversation with Jim Leavitt, from CervelloWin With Data . They remind us of the key takeaways with business analytics , the right metrics and what it actually means to be agile.
How to get started is always a problem, and will always be a problem but what we takeaway from what Jim Leavitt said can truly help you:
- Simply start with a piece and find a champion that will absorb change, and opportunity to take advantage of the change, and build around that.
- A balanced set of metrics is also key: choose the right metrics depending on your business.
- A balanced set of metrics s a good foundation to keep going back to. See the changes made and always go back to where you started. First stay focused on a set of metrics then later add to it, change it and see if what you’re doing is effecting this set of metrics.
- Stay balanced with what you’re looking for.
- Look at all the drivers and don’y stay limited.
- Figure out how they all stay together and focus on the metrics.
- Important: Make sure each department understands in a language that EVERYONE understand.
- If you have a team that is cross-functional, you will have great success and speak the same language.
- Make the data owners see how important their data value is.
- And lastly Jim Leavitts definition of agile: pick a place to start, get the win and build from it! Then pick up the next place and allow yourself to move.