The title of this post is based on an old Bob Dylan song. You see, and I have said this for years, most social media can be pretty effective at establishing trust and a relationship. Where it typically falls short is the consummation of the relationship, the marriage. Or, in advertising and marketing, the sale and doing business with the advertiser.
At least part of the blame lies with inbound marketing. If you have a great offer or message, you may get too many leads. Think quality over quantity. That’s where testing the right offer/message at the right time to the correct audience becomes so important. Test, test, test.
If you have leads that are less than ideal, they will not be followed up with properly (a big problem in most lead generation programs anyway) and the good prospects will become frustrated and the sales people will lose faith in your marketing because you are providing “bad” leads to them.
I have seen this countless times. With all this inbound marketing it’s actually become worse, because we can generate a greater number of leads faster than ever before, exasperating the divide between sales and marketing.
To begin, make sure you have a follow-up process... Read more
Typos. They are like zits on a teenager. Completely inevitable and, when few and far between, not very noticeable. But, when you send document after document, and email after email, filled with garbled vocabulary and missing words, it's like looking at a 15-year-old with a face full of pustules.
In this fast-paced, email-driven world, where multitasking is the norm, SLOWING DOWN is literally the "proactive solution" for typos. If you want to make sure you are buttoned up in your written correspondence, here are some steps you can take to clean up your communications...
Read Text Out Loud Slowly
When you read out loud, you are forced to slow down. You hear and listen for sentence correctness. Read each word of each sentence ALOUD and very slowly so that you are reading in a monotone. This will help to avoid reading what you THINK you wrote, vs. what you ACTUALLY wrote.
Read Your Text Backwards
When writing, we usually become blind to our own mistakes since the brain automatically corrects wrong words inside sentences. In order to break this pattern, try reading your text backwards, word for word. This will help you to check spelling and details, but not content.
Make Sure Your Numbers Are... Read more
Earlier this month, CVS Caremark announced that it would stop selling cigarettes and tobacco products in its stores- a groundbreaking decision not only for the company but the retail industry. Now from a branding and communications standpoint, CVS has been lauded by industry influencers for how well the company handled the announcement. And one of the top factors for their success? A custom domain.
In an article appearing in Forbes, marketing expert Carmine Gallo discussed the specific tactics CVS used to make its story more shareable and drive awareness for its anti-tobacco plans, and the company’s use of a dedicated, on-brand landing page was at the top of his list. Gallo notes that while most brands would simply add the news to a section of their corporate website, CVS took time to use a separate domain: cvsquits.com. Navigating to this site gave people a hub for every asset CVS had about the announcement – key statistics, timelines, press materials and photos – so that the most pertinent information was centrally located and easily accessible. Typing cvsquits.com into a web browser redirects to a page on the CVS Caremark corporate site – which makes content easier to manage on the back... Read more