Tagged 'Client Relationships'

“Partnership”: It’s More Than a Word

Posted by Dayton Keane on December 18th, 2012 at 12:29 pm

Photo: Rob Young
Hundreds of digital media companies are vying to attract marketer dollars. Virtually every one says they want to be a trusted partner to agencies and brands.
It stands to reason. Partnership sounds great to a seller. Being a partner means longer contracts and, with a little luck, higher margins. A partner gets compensated in ways that a transactional seller just plain won’t be.
But partnership is more than a word.
In a business context, a one-way sales relationship doesn’t qualify as a partnership. Partnership is about collaboration - about shared risk and reward. It’s ultimately about nailing your trousers to the mast of a client’s success.
So what does it take for a seller to be a partner? I think it’s seven things:

Caring: Partnership is first and foremost a caring relationship. The vendor needs to attach import to the unique issues of a client company, and then care enough to shape their offering to actually solve problems. You don’t “pound to fit” a partnership.
Homework: Partnership is also about more than just ingesting what the client gives you. You need to add value and thinking in a unique and original way.
Attention: You have to be there after the sale. Partners don’t make... Read more

7 Reasons a Marketer’s Content Strategy May Fail

Posted by Hilton Barbour on February 25th, 2011 at 3:14 pm

If you’re like most marketers today, chances are content creation is becoming an increasingly important part of your marketing activities. As social media has exploded, the need for compelling, intriguing, relevant and sharable content has exploded too. And as quickly as that content demand has risen, the half-life of content freshness seems to have diminished.
So how do you ensure all the content you’re slavishly creating is actually doing the job? How do you marry all the great stuff you’re creating within your organization with the UGC that you’re expecting your legion of devoted fans to provide you?
Honestly, I don’t know. But, what I do know is that if your content falls into any of the categories below, it is going to fail. There’s no doubt in my mind that it will be a guaranteed failure.
You’re still writing for everyone: Wrong. The days of “one size fits all” generic content are over. Niche and even micro-niche content is the level of detail you need to be thinking about. Sure Facebook may give you the impression that hundreds of thousands of Fans are following your every post, but appearing in their news feeds and being content that they actively engage with are... Read more