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Archive for the ‘Marketing Strategy’ Category

Pushing Through the Growth Barrier with Innovation

July 26th, 2011 by

Article re-post from February 23, 2011.

“Innovate!” It’s a common rallying cry these days as an important pairing link to business survival and growth. No longer the sole responsibility of the product developers, engineers or technology teams — marketers can (and should) play an important role in driving innovation. And although most companies place a high value on innovation, finding the time to size up problems and develop creative solutions that will have an impact is quite a challenge. Especially when your workday is filled with nonstop meetings, solving a current crisis or even reacting to latest regulations within your industry.

To help unlock this challenge, we spoke with Lois Todd, senior partner of Denver-based Alchemy, a company that guides organizations through strategic business acceleration and innovative processes. She emphasizes why innovation is so important for organizations, especially today. “The benefits of innovation so clearly show up in the outcome of your project, campaign, product launch or organization change. Let’s just say you’re leading a team to roll out a new product positioning. The upside to innovation within the process is more efficiency, with more team support, better alignment, and a faster road to revenue.”

Here are three key questions to start with to help define — and inspire — innovation at your company.

1. Who are you innovating for?Customers. It sounds simple enough. But at many companies (maybe even yours), it’s a mantra that lacks a supporting strategy.

Companies use “Innovate!” to inspire employees. Too often, when the ideas roll in they never leave the building. Innovation experts agree. And Scott Anthony at Harvard Business Review adds, “Most organizations are designed to execute, not to innovate.” That’s a big barrier when you’re trying to push an idea into the world. But you’re not innovating if you’re only talking to yourself, or satisfying the fewest, most important people in the room. Innovation should speak to your audience — the customers.

2. Where and how do I find areas to innovate within my organization? Ignore common misconceptions about innovation, like it has to be unplanned, unexpected and unfettered by rules. You can take a more logical approach: Simply find a problem to solve, and create a new system that solves it.

Again, Scott Anthony at Harvard Business Review offers up some great suggestions to get you started:

  • “Look beyond your best customers to those who face a constraint that inhibits their ability to solve the problems they face in their life.”
  • “Look for a job-to-be-done, an important problem that is not adequately solved by current solutions.”

Innovation doesn’t have to be a grand, overreaching idea. If it helps your customers do something in a new, more efficient way, it succeeds.

3. Why should you make innovation a core competency? Do it to keep your company relevant and helpful to your customers.

Don’t innovate as a reaction to what others are doing. It’s a sure way to fall behind in your industry. MaryBeth Kemp at Forrester’s notices reactionary marketing has become an unfortunate trend.

“Through my discussions with marketers,” she explains, “I’ve noticed two things: 1) Most marketing organizations are reacting to, rather than driving, change, and 2) Marketers aren’t reaching far enough.”

When reactionary innovation takes hold of the corporate culture, new products don’t get made, only competing ones do. Your business becomes entrenched in a race, and when you’re running too fast, great ideas fly buy unnoticed. Your brand and your customers suffer.

How to get started

Lois Todd leads dozens of workshops with top organizations both nationally and internationally where she and her team at Alchemy focus on innovation as a key part of leadership development and organizational change. She often uses a five-step process to bring more innovation into any project:

  1. Start from a vantage point of constant evaluation to improve and make things better.
  2. Gather a team where you can discuss, plan and share — to look for the seeds of the idea. (Alchemy uses visual maps to record the process.)
  3. Determine the resources you need to get your idea off the ground (online research, outside consultant or advisor, personnel, business partner).
  4. Identify the stakeholders and your advocates, who will support you in building change.
  5. “Be a good developer of follow-ship,” says Lois. “You need to be able to articulate your vision so that you can gain energy and support from others. And while it’s good to know your risk, don’t be afraid to fail.”

At the end of the day, “innovate” shouldn’t be a rallying cry — it should just be part of what your business does.
Email us to get started.

Category:  Customer Acquisition / Retention, Marketing Strategy  |  Tags:   |  No Comments

Heinrich Must-Reads for 2011: Your Guide to Success

July 12th, 2011 by

Article re-post from January 18, 2011.

What’s on your agenda for the new year? Popular goals we’ve heard include:

  • Tackling a major new product launch
  • Fostering more innovation from marketing staff or an agency partner
  • Turning up the dial on productivity for your marketing efforts in light of the economic recovery
  • Looking for a new career challenge that really drives your passion

The Heinrich Report’s “What We’re Reading” series is a great resource that can help focus your priorities and clarify your 2011 goals. Here’s a list of our top choices, ones that we think can help you dive into the New Year with confidence.

Books

1) Do More Great Work: Stop the Busywork. Start the Work That Matters

by Michael Bungay Stanier

Why we like it: A quick read with helpful insights on how to jumpstart your passion for the work you already do — or hope to do.

2) Click: What Millions of People Are Doing Online and Why It Matters

by Bill Tancer

Why we like it: It’s a great big Internet out there, and it’s always in flux. This book helps you understand how people keep up, and how they harness the Web as a resource.

3) UnMarketing: Stop Marketing. Start Engaging.

by Scott Stratten

Why we like it: Engagement has been a big theme for us the past year, and Stratten keeps us motivated.

4) Making Ideas Happen: Overcoming the Obstacles Between Vision and Reality

by Scott Belsky

Why we like it: It’s one thing to have a great idea. It’s quite another to make it a reality. And that’s something almost everyone can relate to.

5) Switch: How to Change Things When Change Is Hard

by Chip and Dan Heath

Why we like it: See #4!

Blogs

Harvard Business Review: http://blogs.hbr.org/

Insightful writing on current marketing happenings and trends.

Junta42: Joe Pulizzi’s Blog: http://blog.junta42.com/

Always a Heinrich favorite, Joe drives his points about content home over and over again, but makes it sounds fresh and exciting every time.

Convince and Convert: http://www.convinceandconvert.com/

For crystal-clear analysis about the impact of social media on businesses (and help making it work for yours), bookmark this website.

Personal Branding Blog: http://www.personalbrandingblog.com/

Because people are brands, too.

Forrester Blogs: http://blogs.forrester.com/

Data and smart analysis from research leaders.

The Financial Brand: http://thefinancialbrand.com/

Financial institutions face unique challenges when it comes to social media, content and brand identity, and this site gets it.

Mashable: http://mashable.com/

Find the most up-to-date digital and social news here.

Apps

Evernote: Tagline, “Remember Everything.” Enough said.

Chronicle: Everything you need to start a journal on your iPad.

Webster’s Dictionary: No more excuses. Correct spelling is in the palm of your hand.

Dragon Dictation: A real time-saver. It lets you “talk” a text message, and more.

Pandora: Background music for your life.

 

Category:  Book Reviews, Content Marketing, Customer Acquisition / Retention, Digital Marketing, Marketing Strategy, Marketing Trends, Social Media Marketing  |  Tags: ,   |  No Comments

Listen, Ask, Learn: How to Use Social Media in Your Marketing Planning

May 24th, 2011 by

When marketers think of social media, they generally think of how to use it to increase engagement and marketing ROI.

Social media, however, is also a great way to discern what people are talking about – a point borne out by a 2010 Carnegie Mellon University study featured in the Mashable post, “Could Twitter Data Replace Opinion Polls?”

CMU researchers found that “people’s attitudes on consumer confidence and presidential job approval were similar to the results generated by well-reputed, telephone-conducted public opinion polls, such as those conducted by Reuters, Gallup and Pollster.com.”

Social media chatter isn’t limited to current events, of course. As you know, you can also see what people are talking about with regard to your company and its products and services.

By listening in – and soliciting feedback from – your network, you’ll learn about the challenges people are facing, the questions they have and the thoughts they hold about your industry / company / products / etc.

You can then use this information to create or fine-tune your marketing strategy.

How do you get started? It’s easy – just use the tools available with each social media platform.

Listen: Use search and curator functions

Every industry has its challenges. In financial services, for example, one of many conversations is about debit card interchange, which affects banks’ ability to fund debit card reward programs. As pointed out in the Mashable post, and also in a recent BusinessWeek article, “Most ‘Liked’ Silicon Valley Companies,” social media lets you take the temperature of people’s sentiments fairly quickly.

In order to learn about what’s being said by industry experts, your peers, and especially consumers, you could read lots of publications as well as spend hours searching the Internet.

Or you can use Twitter, LinkedIn, and Google Alerts / Google Reader to deliver this content to you. Here’s how the search function works for each platform:

Twitter: You don’t need an account to use Twitter’s search function – just go to the home page and type a phrase into the search box. If you do have a Twitter account, simply use Twitter’s “Save a Search” function to follow multiple searches. (Other Twitter applications, such as Hootsuite and TweetDeck, have similar search functions.)

LinkedIn: A very new application, LinkedIn “News” delivers the industry news that people in your network are talking about in real time, right to your “home” page. You can also click on the “News” tab to see the full scope of what’s being discussed.

Google Alerts / Google Reader – These two tools are “must haves” as they allow you to quickly skim through content that’s been curated for you automatically.

Use Google Alerts to follow specific topics, keywords, people and companies in your industry – including your own. Anytime anything is posted that pertains to your Alert, you’ll receive a notification. Tip: Set Google Alerts as RSS feeds and have them delivered to your Google Reader rather than email, otherwise your inbox will be inundated.

Use Google Reader to follow industry blogs and publications (and your Google Alerts). Each time your favorite blogger posts something new, you’ll see it right in your reader. You can easily click through to the actual post to leave a comment – as well as read comments that others (i.e. your peers) have left.

Ask: Use Polls, Answers, and Questions Functions

Want to do quick yet effective market research? Integrated and third-party tools make it super easy to ask your industry peers and consumers easy-to-answer questions.

Twitter: A third-party app, TwtPoll is easy to set up and use. Below is a screen shot of a Twtpoll I did asking people how often they open their direct mail.

Facebook: This new app works the same way as Twtpoll. American Express, for example, used Questions to ask its customers which rewards product they should offer at 50% off.

LinkedIn: LinkedIn has both a poll function and its very popular Answers feature. The Poll app works the same as Twtpoll and Facebook. Answers lets you ask questions – and get dozens of responses in very little time. To find the Poll app and Answers, click on “More” on the top navigation menu within LinkedIn.

Learn: Take Action

By listening to and asking for feedback from your audience, you gain the insight you need to make educated marketing decisions – especially those that can help create goodwill and reduce complaints:

  • A bank, for example, may learn from listening in on Twitter that its customers are complaining about the lack of ATMs in a specific metro area. While this is a customer service issue, the marketing department could create a campaign that includes a QR code that goes to a web page listing ATMs in the area.
  • According to the BusinessWeek article, Netflix learned from Facebook comments that its customers love watching movies and TV shows instantly over the Internet. I’m sure Netflix is using this data to further refine its offerings.
  • Cap’n Crunch, a consumer brand using Facebook and Twitter, routinely asks “fun” questions: “Do you eat your cereal out of the bowl or the box?” “What’s the strangest thing you’ve added to your Cap’n Crunch?” Think about what this data tells Quaker Oats about the cereal’s fans – and the product itself.

These are just a few ways you can use social media to aid you in your marketing planning. Do you have others? Leave your comments below.

Category:  Marketing Research, Marketing Strategy, Polls, Social Media Marketing  |  Tags: , , ,   |  No Comments

Pushing Through the Growth Barrier with Innovation

February 23rd, 2011 by

“Innovate!” It’s a common rallying cry these days as an important pairing link to business survival and growth. No longer the sole responsibility of the product developers, engineers or technology teams — marketers can (and should) play an important role in driving innovation. And although most companies place a high value on innovation, finding the time to size up problems and develop creative solutions that will have an impact is quite a challenge. Especially when your workday is filled with nonstop meetings, solving a current crisis or even reacting to latest regulations within your industry.

To help unlock this challenge, we spoke with Lois Todd, senior partner of Denver-based Alchemy, a company that guides organizations through strategic business acceleration and innovative processes. She emphasizes why innovation is so important for organizations, especially today. “The benefits of innovation so clearly show up in the outcome of your project, campaign, product launch or organization change. Let’s just say you’re leading a team to roll out a new product positioning. The upside to innovation within the process is more efficiency, with more team support, better alignment, and a faster road to revenue.”

Here are three key questions to start with to help define — and inspire — innovation at your company.

1. Who are you innovating for?Customers. It sounds simple enough. But at many companies (maybe even yours), it’s a mantra that lacks a supporting strategy.

Companies use “Innovate!” to inspire employees. Too often, when the ideas roll in they never leave the building. Innovation experts agree. And Scott Anthony at Harvard Business Review adds, “Most organizations are designed to execute, not to innovate.” That’s a big barrier when you’re trying to push an idea into the world. But you’re not innovating if you’re only talking to yourself, or satisfying the fewest, most important people in the room. Innovation should speak to your audience — the customers.

2. Where and how do I find areas to innovate within my organization? Ignore common misconceptions about innovation, like it has to be unplanned, unexpected and unfettered by rules. You can take a more logical approach: Simply find a problem to solve, and create a new system that solves it.

Again, Scott Anthony at Harvard Business Review offers up some great suggestions to get you started:

  • “Look beyond your best customers to those who face a constraint that inhibits their ability to solve the problems they face in their life.”
  • “Look for a job-to-be-done, an important problem that is not adequately solved by current solutions.”

Innovation doesn’t have to be a grand, overreaching idea. If it helps your customers do something in a new, more efficient way, it succeeds.

3. Why should you make innovation a core competency? Do it to keep your company relevant and helpful to your customers.

Don’t innovate as a reaction to what others are doing. It’s a sure way to fall behind in your industry. MaryBeth Kemp at Forrester’s notices reactionary marketing has become an unfortunate trend.

“Through my discussions with marketers,” she explains, “I’ve noticed two things: 1) Most marketing organizations are reacting to, rather than driving, change, and 2) Marketers aren’t reaching far enough.”

When reactionary innovation takes hold of the corporate culture, new products don’t get made, only competing ones do. Your business becomes entrenched in a race, and when you’re running too fast, great ideas fly buy unnoticed. Your brand and your customers suffer.

How to get started

Lois Todd leads dozens of workshops with top organizations both nationally and internationally where she and her team at Alchemy focus on innovation as a key part of leadership development and organizational change. She often uses a five-step process to bring more innovation into any project:

  1. Start from a vantage point of constant evaluation to improve and make things better.
  2. Gather a team where you can discuss, plan and share — to look for the seeds of the idea. (Alchemy uses visual maps to record the process.)
  3. Determine the resources you need to get your idea off the ground (online research, outside consultant or advisor, personnel, business partner).
  4. Identify the stakeholders and your advocates, who will support you in building change.
  5. “Be a good developer of follow-ship,” says Lois. “You need to be able to articulate your vision so that you can gain energy and support from others. And while it’s good to know your risk, don’t be afraid to fail.”

At the end of the day, “innovate” shouldn’t be a rallying cry — it should just be part of what your business does.
Email us to get started.

Check out Fast Company’s list of Most Innovative Companies.
Category:  Customer Acquisition / Retention, Marketing Strategy  |  Tags:   |  No Comments

Three Reasons Why You Need a Content Marketing Strategy

January 18th, 2011 by

Content! It’s not just a buzzword. More than two-thirds of marketers are using some form of content marketing to grow their businesses (for B2B marketers, it’s 90%). And for good reason, too. Today, businesses and consumers look for trusted content (rather than sales pitches) to help them solve problems and make purchase decisions.

Not surprisingly, businesses increasingly use content as part of a marketing strategy to help them find customers, persuade prospects to action and turn customers into repeat buyers. But at Heinrich, we still hear plenty of companies asking questions, such as: Can content marketing work for my business? Can I measure the impact?

Yes, and yes. A great content marketing program can help you generate revenue. Here’s why:

Reason #1: Attract and retain customers

Finding new customers isn’t a challenge unique to 2011, but it might seem like a more formidable one than ever before. Potential customers just aren’t where they used to be. As Joe Pulizzi quite bluntly puts it in his book (co-authored with Newt Barrett) Get Content, Get Customers:

“They aren’t surfing aimlessly, hoping to be influenced by marketing messages that arrive from out of the blue. And they aren’t sitting around waiting to hear from you. They have no time to waste, and they deeply resent unwanted advertising messages.”

That’s an assessment of what consumers aren’t doing. So what are they doing? They’re becoming students of what they want to buy! With access to research tools like price comparison sites, apps, customer reviews and blogs, consumers can find a wealth of information before they even set foot in a store.

In 2008, Yahoo! Search Marketing, in partnership with ChannelForce, confirmed this. During a study of TV and digital camera shoppers, they discovered 70% researched online before they went to a store. Today, mobile makes it possible to research while in the store. According to The Wall Street Journal (in an article whose title we can’t ignore: “Phone-Wielding Shoppers Strike Fear Into Retailers”), customers consulted apps for price comparisons right from the aisles.The paper also cited a study by Accenture that found “73% of mobile-powered shoppers preferred peering into their phones for basic assistance over talking to a retail clerk.” Now that’s redefining customer service!

We’re not saying you need to create an app — we’re pointing out what your next customers are doing, and where you can find them. Apps, blogs, customer reviews…these are their trustworthy authorities. When you create content to answer their needs in these mediums, you’re creating touch points that can start a relationship. You might not get the next sale, but you might get the one after that.

Reason #2: Position your brand as a credible expert

With content in the right places, your brand and your business can stay viable in the social-media-driven, consumer-empowered marketplace. Go where the consumers are looking, and put yourself directly in their path. Sounds easy, but getting there is half the battle. That’s why you need a strategy!

Good strategy can help you with the other half of the content equation: creating relevant content consumers care about. We’re not saying you have to pretend you’re not selling a product. But today’s customer also expects your brand to be more — to be a viable resource in your product category.

In the end, maybe it comes down to good old competition: If your rival is establishing itself as a presence through content (and more will be in 2011), you need to be there, too.

Reason #3: Motivate and drive purchase action

What keeps your customers coming back to buy? For 2011, you need to know: It’s not you. On his blog Junta42, content guru Joe Pulizzi explains:

“New content marketers…like to talk about ourselves all the time. Our products, our services, features and benefits…[But] successful publishing is all about the reader…your customers. If you are not solving their pain with relevant and compelling content, you are adding to the noise, the clutter.”

As a result of the “me-focused” consumer marketplace, the emotional attachment your current customers feel to your brand is more tenuous. But fear not. Relevant, informative content can reinforce that bond, provided you have a strong vision for your brand and content with social currency. As Marketing Profs put it, it’s time to ask yourself tough questions:

  • “What’s your position on things, your point of view? Where’s the evidence that you’re serious about content? What’s your story? What’s your purpose? Why should people care?”
  • “What value does your content deliver directly to people? What value does it deliver indirectly (i.e., the payback you get for telling someone else about it)?”

When you can answer all of these questions succinctly, and deliver your message consistently, you can create content that helps your brand become a trusted resource for your customers, not just a place to buy things. It requires a serious change in the way you do business. Steven Van Yoder’s compelling headline for Marketing Profs says it best: “Stop Selling and (Instead) Help Your Customers Buy.”

Make time for content

The value (and profits) content can bring make it a necessity worthy of your attention and ideas. Heinrich can help you produce engaging content, and find a way fit it into your already full schedule for 2011. Let’s talk!

Examples of Content Marketing

  • Blogging
  • Email Newsletters
  • Video Tutorials
  • White Papers
  • Free Reports
  • Social Media
  • Articles

Take the survey!
Category:  Content Marketing, Customer Acquisition / Retention, Marketing Strategy, Social Media Marketing  |  Tags:   |  No Comments

Heinrich Hot Topic: Website Refresh or Facebook Fan Page?

January 18th, 2011 by

Today’s consumer lives online. They email, shop, research, share. That impacts your marketing strategy, and the way you allocate your budget. But it’s a big Internet out there. Where’s the smartest place to invest your time and your money?

For many debating brand presence online, it boils down to two major possibilities: a website refresh or a Facebook fan page. Two paths, with two seemingly different goals. Let’s see where they lead us.

The Web: Dead or alive?

Remember the 90’s, when every business was scrambling to get a viable, professional website in place? Well today, we’ve got Wired magazine’s controversial August cover story “The Web Is Dead. Long Live the Internet.” The value of brand websites has been called into question, shadowed by the rise of apps and social media. They all give you different ways to communicate, get information and shop on the massive database that is the Internet. Wired rather bluntly sums it up by saying that there’s a whole bunch of us out there right now who’ve “spent the day on the Internet — but not on the Web.”

Obviously not everybody lives this way — yet. But the way Wired sees it, the Internet is becoming nothing more than a mode of transportation for all the other things people use in their lives, and websites aren’t favored destinations.

Wired gets you thinking. The reality is that we all have clients and customers who rely heavily on websites for online banking, shopping and more. So why bring it up? Because your customers today and in the future will be spending more and more time with social media and apps, and chances are they’ll be looking for your brand there, too.

However, that doesn’t mean they’ll ignore your “www.” A website is important for the simple reason that people assume you will have one, and it will be professional, useful and representative of your brand. We’ve talked before about how consumers research online before buying products or even supporting a brand. A website is sure to be a stop on that customer journey.

Kurt Frank, owner of Denver agency Digital Assets, agrees. “Your website is sure to be one of the first things to make an impression on a prospect or client. It’s the equivalent of the lobby of your office, and you have just about a few seconds to make an impression.” Make sure your website looks on-brand, and make sure it’s got a message that’s relevant to your customers.

Heinrich’s take:

Don’t let social media and apps influence where you invest your budget. Instead, take into account your business problems and customer base. If you’re a retailer selling products, your e-commerce website is your business. Ask yourself: Can I do more to make my website a great place to shop? What’s more, since people go there to buy, what are other ways I can capture them, and establish my brand as more than a place to shop? And when they’re ready, is my call-to-action easy to see?

Facebook fan page: Should you make it your primary customer interaction online?

Even if e-commerce is your business, it’s not quite an ROI marketplace anymore. “Social consumerism”, as Brian Solis calls it, means consumers have many roles, all at once. “Customer” is just one. They’re also influencers, decision makers, advisors, idea generators and advocates.

Just as there’s fluidity on the consumer side, Facebook wears many hats, as well. It supports a marketing cycle with value at every stage. Think of Facebook as your loyalty generator, word-of-mouth megaphone and relationship builder. Put simply, everything you want a great marketing campaign to achieve can be done here. Even better, your fans become marketers on your behalf, even if the act is as small as “liking” your page. That one-click action gets advertised to all of that person’s friends — and gets your name out there.

Brian Solis all but promises great rewards for your Facebook efforts. “For those brands who engage with purpose and resolve, will find their actions merit rewards. It’s one thing to earn fans, it’s ultimately the goal of every business to transform fans into customers and advocates.”

Heinrich’s take:

A Facebook page can be crucial to your strategy for 2011, but only if you’re going to invest the time and thought it takes to promote the page and keep it engaging and relevant to your customers. When the goal is transforming people into customers and advocates, you have to be there every step of the way.

And the winner is: Customers.

Customers have more ways to connect with brands than ever before, and by all accounts, they’re using them. Maybe some online venues enjoy more activity than others, but in this new marketing landscape, there’s a bigger picture behind the numbers.

For example, in 2009-10, the increase in traffic at company Facebook pages coincided with a decrease in “.com” traffic. (E-commerce websites excluded.) AdAge cites Kraft Foods as one of the most notable examples. In August of this year, its Oreo page was the No. 3 brand page on Facebook with 8.7 million fans, and growth of 71,000 a day. At the same time, “the multi-brand site where its web presence has been hosted, NabiscoWorld.com, has seen U.S. traffic decline from 1.2 million in July 2009 to 321,000 last month [August].”

Falling numbers would, in another time, cause panic. But today’s consumer/brand relationship is more complex than that. When global agency DDB conducted a survey to better understand the relationship between consumers and Facebook. They found encouraging results:

  • “Facebook users who like a brand’s page on the social networking site use its products regularly or occasionally.”
  • “After following the brand on Facebook, more than a third of the respondents want to buy this brand’s product more.”
  • “Brand page fans on Facebook also feel comfortable recommending the brand to friends, with 49 percent of the respondents saying they would ‘certainly’ do so and 43 percent saying they ‘probably’ would.”

Facebook sells. It changes the look and feel of your brand, from just a place visit (a website), to a place to hang out and talk. And that transforms them from visitors into customers. So if you don’t have a Facebook page, get one — but consider it as one more asset that supports your brand. “Facebook” says Kurt Frank, “helps create buzz about your brand and your product. But you don’t sell your product on Facebook. You offer content. Save the sales and marketing for your website.” Both are important, and they can help each other.

Whether you choose to update your website or your Facebook page or both, you must integrate it with your overall brand message and strategy. We can help you determine the right mix. Let’s talk.

Category:  Digital Marketing, Marketing Strategy, Social Media Marketing  |  Tags:   |  No Comments

Heinrich Must-Reads for 2011: Your Guide to Success

January 18th, 2011 by

What’s on your agenda for the new year? Popular goals we’ve heard include:

  • Tackling a major new product launch
  • Fostering more innovation from marketing staff or an agency partner
  • Turning up the dial on productivity for your marketing efforts in light of the economic recovery
  • Looking for a new career challenge that really drives your passion

The Heinrich Report’s “What We’re Reading” series is a great resource that can help focus your priorities and clarify your 2011 goals. Here’s a list of our top choices, ones that we think can help you dive into the New Year with confidence.

Books

1) Do More Great Work: Stop the Busywork. Start the Work That Matters

by Michael Bungay Stanier

Why we like it: A quick read with helpful insights on how to jumpstart your passion for the work you already do — or hope to do.

2) Click: What Millions of People Are Doing Online and Why It Matters

by Bill Tancer

Why we like it: It’s a great big Internet out there, and it’s always in flux. This book helps you understand how people keep up, and how they harness the Web as a resource.

3) UnMarketing: Stop Marketing. Start Engaging.

by Scott Stratten

Why we like it: Engagement has been a big theme for us the past year, and Stratten keeps us motivated.

4) Making Ideas Happen: Overcoming the Obstacles Between Vision and Reality

by Scott Belsky

Why we like it: It’s one thing to have a great idea. It’s quite another to make it a reality. And that’s something almost everyone can relate to.

5) Switch: How to Change Things When Change Is Hard

by Chip and Dan Heath

Why we like it: See #4!

Blogs

Harvard Business Review: http://blogs.hbr.org/

Insightful writing on current marketing happenings and trends.

Junta42: Joe Pulizzi’s Blog: http://blog.junta42.com/

Always a Heinrich favorite, Joe drives his points about content home over and over again, but makes it sounds fresh and exciting every time.

Convince and Convert: http://www.convinceandconvert.com/

For crystal-clear analysis about the impact of social media on businesses (and help making it work for yours), bookmark this website.

Personal Branding Blog: http://www.personalbrandingblog.com/

Because people are brands, too.

Forrester Blogs: http://blogs.forrester.com/

Data and smart analysis from research leaders.

The Financial Brand: http://thefinancialbrand.com/

Financial institutions face unique challenges when it comes to social media, content and brand identity, and this site gets it.

Mashable: http://mashable.com/

Find the most up-to-date digital and social news here.

Apps

Evernote: Tagline, “Remember Everything.” Enough said.

Chronicle: Everything you need to start a journal on your iPad.

Webster’s Dictionary: No more excuses. Correct spelling is in the palm of your hand.

Dragon Dictation: A real time-saver. It lets you “talk” a text message, and more.

Pandora: Background music for your life.

Category:  Book Reviews, Content Marketing, Customer Acquisition / Retention, Digital Marketing, Marketing Strategy, Marketing Trends, Social Media Marketing  |  Tags: ,   |  No Comments

Three Ways to Jump Into Social Media (Even When It’s Not in Your Job Description)

December 14th, 2010 by

Social media is no mystery anymore. This year, it’s been the focus of big marketing and digital conferences like the 2010 DMA, SXSW® Interactive and hundreds of others. Type in “social media marketing” on Amazon.com and more than 1,500 book titles pop up. Your company is probably engaged in some way — but what about you?

That’s right, you, the marketer. In today’s marketing world, you can’t separate yourself from the social media that your company does, and you can’t ignore it, either. You need to be a set of ears for your company and your brand. It’s time to get out there and listen to what people are saying, and join in the dialogue.

How social keeps you on your toes

Using social media may not be part of your job description, but it’s essential to what you do. Social engagement is an opportunity to hear the voices of your consumers and your competition in the social ecosystem. It gives you valuable customer insight, and it keeps you in touch with the world you have to market in. Here are a few ways Heinrich suggests you get started.

Your social media toolkit: Everything you need to become social

1) Get active on big social networks: Join them and join in.

Facebook
We know you already have a personal Facebook account, but are you using it to observe your business peers? “Like” other brands to see how they engage with customers. Do they present offers? Do they handle complaints? Does the tone of the brand differ from their other marketing channels?
Get tips about marketing on Facebook.

Twitter
See what people are saying about your company with a simple search. Plus, follow other influential people in your space to be sure nothing is passing you by. It’s also a great opportunity to engage with others directly.
Get tips about marketing with Twitter.

LinkedIn
You can easily connect with your industry peers on LinkedIn. Join groups devoted to topics that interest you, follow companies and build a valuable B2B network.
Get tips about marketing with LinkedIn.

2) Stay informed: Follow social media influencers.

There’s no shortage of social media blogs to follow. Blog search engine Technorati can be a great source to find popular blogs, including social media experts. Here’s just a quick list of Heinrich favorites to get you started:

Social Media Today: A social media bloggers hub. Visit here every day and you’ll catch up fast! http://www.socialmediatoday.com/

Brian Solis: http://www.briansolis.com/

Jay Baer: http://www.convinceandconvert.com/

Forrester blogs: http://blogs.forrester.com/

Seth Godin: http://sethgodin.typepad.com/

John Bell from 360° Digital/Ogilvy PR: http://johnbell.typepad.com/

3) Find and follow social media news about your category.

There’s social news for just about every category. For example, here are just a few blogs we follow for financial and retail services:

American Express: http://www.openforum.com/

All about payments: http://www.pymnts.com/

Kiplinger: http://www.kiplinger.com/

USA Today Money: http://www.usatoday.com/money/default.htm

The Financial Brand: http://thefinancialbrand.com/

Retail: http://www.retailcustomerexperience.com

 

Need more guidance? You can email us anytime. We’ll point you in the right direction for sites relevant to your business, or for more advice on diving into the social scene in general.

Category:  Marketing Strategy, Social Media Marketing  |  Tags: ,   |  1 Comment

Smart Ways to Use Video Marketing As a Growth Strategy

November 16th, 2010 by

Video marketing is on marketers’ minds, fueled by the popularity (and phenomenal sales success) of the Old Spice campaign back in July. And it’s not just a trend. Recent comScore stats note that 177 million U.S. Internet users watched video content in June. Inevitably, that means more marketing messages get absorbed from a computer (and, increasingly, mobile) screen than a print piece. David Hallerman, of eMarketer, is more blunt:

“At this point, the audience is expecting to see video, whether it’s ads with a video for packaged goods where they’re trying to make it more interesting, or video that explains more about a product. Video has become a common denominator that people expect to see.” Read the article.

Every business could benefit from a video marketing plan. It’s a channel with plenty of opportunity, one still in need of video marketing leaders for key categories. To succeed, you can follow the same principles that Heinrich advises for any marketing campaign:

  • Align your video marketing with your business goals.
  • Create a strategy to market your videos.

Rule 1: Align your video marketing with your business goals.

The viral success of the Old Spice campaign seemingly set the video marketing bar high, both in terms of consumer engagement and sales. In it, the commercial figure, “Old Spice Guy,” directly responded to tweets and Facebook posts via videos on YouTube. During the campaign window, Old Spice sales went through the roof, rising a whopping 107%.

More importantly to Old Spice, video marketing helped them achieve their rebranding goals. Old Spice gained mainstream attention and became attractive to a new, younger audience. Put simply: They wanted to make it cool.

Your video marketing can learn from Old Spice, and it doesn’t need the same budget, or to go viral. It does need to satisfy your business goals through relevant, meaningful content. As Jeremy Scott at Reel SEO, The Video Marketer’s Guide, puts it, “Before you pick a type of video to create, you need to know what your goals are…Like any piece of online content, the chances for success increase exponentially when the video is created to fulfill a specific purpose.”

Video can break down barriers for you when it comes to content possibilities that engage consumers. Here are just a few ideas that could work for your business.

Educational/informative videos

Categories like financial services can benefit greatly from creating informative, educational video content for consumers and promoting it up front on their website. This is especially true in challenging economic times like these, when consumers struggle to navigate rocky financial terrain. Topics like budgeting, retirement planning and even checking account advice get clicks, and video adds a human touch that makes the subject matter even more accessible. Over at MSN Money, you’ll find online videos that offer money-saving tips, “real people” interviews and business updates, all right from the home page. It’s all on-topic, and in support of other non-video content on the page — contributing to a richer, more engaging website experience overall.

Product demo videos

Showcasing a product and demoing it online can boost your sales. Just look at eBags.com. On their YouTube channel and through 200 videos across their ecommerce website, eBags employees show products in-hand. They open zippers, reveal the insides of purses and backpacks, and zoom in for close-ups to highlight quality. According to the ecommerce blog Get Elastic, the results have been staggering. To quote:

  • 138% higher conversion rates on product detail pages when a customer clicks on the video
  • Significant increase in time on-site (measure of engagement)
  • Reduced customer complaints. When eBags received a complaint on a product the customer was confused about how to assemble, the designer created video the next day. Now eBags emails that video to each one that receives that product.


The kind of video content you decide to promote will of course depend on your business. With all the recent hype, you might feel a sense of urgency to get started. Instead, it pays to take time to define your business goal so you can create a video campaign that helps you achieve it.

Rule 2: Create a strategy to market your videos.

One of the most common assumptions about video is that you can just put it online and people will find it. But, in truth, the rules of marketing still apply. You have to promote your video to your existing customer base using all of your offline and online channels, where you already have an interested audience. Here are just a few ideas.

Enrich your website or blog with video content.

We’ve written before about building a customer base through content marketing. Articles only have to be one part of that content. An educational video can add value to the blog, lift engagement — and even drive more consumers to your content via organic search. TechCrunch cites findings from Forrester Research that determined “videos were 53 times more likely than traditional web pages to receive an organic first-page ranking.” The result can be a longer-lasting marketing campaign, one that endures thanks to strong search placement.

The Dove brand found rebranding success in this way. For a few years now, they’ve promoted videos through a rich blog channel on their website and an easy-to-find features section that includes video — and it almost always supports one of their ongoing campaigns. For example, viral video success (11,938,653 page views) has kept their Campaign for Real Beauty front and center — and helped broaden their brand message. Their latest campaign, “Dove Hair Care Brush with Greatness Sing4All” puts video at center stage; in it, they invite customers to submit a video performance of “My Favorite Things” from The Sound of Music.

Dove uses video not only as a way to inform customers, but as a way to engage and interact with them, too. The end result is a marketing effort that builds a strong emotional connection between customer and company.

Support social media efforts with video.

In 2009, Nielsen reported that time spent viewing video on social networking sites increased 98% year-over-year, “from 503.8 million minutes in October 2008 to 999.4 million minutes in October 2009,” with Facebook as the leading destination.

Just as social media offers your business the opportunity to engage in a dialogue with your customers, video on your social media platforms gives you the opportunity to personalize your brand, deepening customer engagement and presenting your company as one that’s accessible and helpful to its customers.

On Facebook, COUNTRY Financial and MasterCard use video to engage their fans — and, interestingly, the content isn’t limited to financial advice. MasterCard offers entertainment, such as a Loretta Lynn tribute to highlight its sponsorship of the Grammy Awards, along with informative videos about non-financial topics like eco-friendly living. And at COUNTRY, you’ll find videos on fire safety tips, a report on auto safety standards and fans singing fight songs at a Colorado State University football game.

Video supports these brands in their social media efforts to improve customer relationships — and to do some image marketing. As they attempt to position themselves as lifestyle brands, not just as financial ones, video adds personal touch that supports their goal.

Is video marketing as a growth strategy right for your business?

With smart planning, video marketing can fit into your budget. Get a breakdown of potential costs right here. What’s more, the benefits can go well beyond increased customers, page views and sales. At the TED conference back in July, TED curator Chris Anderson offered inspiring words about the value of video, and suggested it can drive innovation in businesses and their customers. He summarized himself in an article on CNN:

“Hidden among all the cute kittens and pirated TV shows, online video is driving astonishing innovation in thousands of different fields ranging from the ultra-niche to the sharing of truly world-changing ideas.” Read the article.

You don’t have to start your video marketing campaign to change the world. Let’s get started with ideas that can help you reach new customers. Just email us at Heinrich Marketing.

Stay inspired! Watch the complete video of Chris Anderson’s TED speech.

Category:  Content Marketing, Digital Marketing, Marketing Strategy, Social Media Marketing  |  Tags:   |  No Comments

The Benefits of Listening in Social Media

November 16th, 2010 by

Here at Heinrich, we often advocate a marketing strategy that uses social media sites like Facebook and Twitter to offer relevant content and engage customers in a meaningful dialogue. The benefits are twofold: your customers feel involved, and you can still keep an eye on the conversation.

But don’t use your social media channels simply to push content out. They’re more valuable than that. Think of social media as a vitally important listening tool, one that gives you the opportunity to learn a lot from the people who matter the most to your company — customers. Through their insight, you can create your next successful marketing campaign.

A click is (never) just a click.

Social media has changed the dynamic between customer and company. With one click, a customer can “follow” or “like” a company. As a result, companies, as Amber Nasland at Brass Tacks Thinking puts it, are “a little too focused on collecting humans like marbles” with no plan or strategy for engaging them. Lacking either, the customer click becomes meaningless. Companies are left with a large social audience, but not an interested one.

Consumers, for their part, might see that click as a ticket to priority status. Think of the Facebook fan pages that become a customer sounding board. There’s always the expectation of access and dialogue.

In this new paradigm, you have to adapt fast and plan next steps carefully. DM News hones in on one trend that’s gaining momentum: changing the perception of social media to “a vehicle for social CRM, not as another ‘push’ channel,” and supporting that insight by investing in the right tools and technology to analyze the trends seen and heard.

Put in non-marketing terms, they’re listening to their audience, and responding by integrating the customer-centric themes into marketing strategies that encourage loyalty, advocacy and growth. In the same article, Mark Langsfeld, founder and president of ListenLogic, goes deeper:

“Brands that are most successful with their social CRM strategies are the ones integrating revealed insights with their decision making enterprise-wide…Listening strategically can produce fantastic ROI for your business, but only if your technology enables you to glean actionable insights from what you hear. Only then can social CRM be effective.”

Tap into your own potential.

If you’ve been the company that’s only collected lots of “marbles” up until now, it’s OK. As Nasland explains, you’ve got great potential for “relevant reach”:

“If your total number of fans, followers, or subscribers is the potential, when the ratio goes up, the larger network yields even better results. Not only are they more likely to do, say, or create something that’s valuable to you, it gives you a richer base upon which to build communications and invest in those people in return.”

When you analyze and take action to support your relevant customers — when you listen — social media gains power as an acquisition and retention tool. In another exciting article titled “Social-Media Listening vs. Social-Media Monitoring: Truly Connecting, or Merely Collecting?” Marketing Profs outlines four accomplishments social can help you achieve when you use it as a “listening platform”:

  • Design campaigns
  • Evaluate campaigns
  • Advise digital-advertising spend
  • Drive innovation

In other words, investing time and money in simply listening to your customers can define your brand, your messaging — and your results. Let’s talk about what you can learn. Email us.

Category:  Marketing Research, Marketing Strategy, Social Media Marketing  |  Tags:   |  No Comments

What We’re Watching:
Toy Story 3

November 16th, 2010 by

As marketers, we’re constantly seeking inspiration to help keep our ideas innovative, compelling and engaging. We keep up with the latest marketing books, subscribe to the top blogs and comb the trade news. This month, we’re inspired by Toy Story 3, just released on DVD. What can a top-grossing CGI feature film teach us about marketing? Read on.

Endless creativity, thought-provoking dialogue, engaging visuals and a captivating story that resonates with audiences — this film has everything a good marketing campaign should have! Intrigued, we decided to go behind the scenes and learn more. Through an interview with screenwriter Michael Arndt and Director Lee Unkrich on Fresh Air, we learned how great ideas brought this story to life, and we gleaned a few valuable lessons we can use in the marketing world, too.

Find the right story to tell. Some scenes in Toy Story 3 were more challenging than others to write, including one that went through 60 drafts before it made it to the screen. The time and persistence it took paid off with a pitch-perfect scene at the beginning that sets the movie on the right path. As marketers, we’re often in such a rush we can forget the importance of self-editing. But it’s worth the wait to get the right message.

Adapt. In the early ’90s, Pixar decided to create the first fully computer-generated film. But technology hadn’t yet matched Pixar’s own vision of what they wanted images to look like on a screen. They didn’t get frustrated; they moved ahead anyway, choosing a story that would let the film be the best it could be. “Things that were shiny or plastic or hard — like wood or plastic or metal — those were pretty easy to make,” said Unkrich, “so it’s no accident that our first film was about toys made out of plastic and wood and metal.” As a result, the first Toy Story film is still considered a groundbreaking achievement.

Be emotionally honest and truthful. Toy Story 3, as the last in a trilogy, could have been over-the-top outrageous in so many ways. Instead, it had parents and kids in tears. As Andy, the toys’ owner, gets ready for college, the toys don’t want to follow him. “What they really want,” says Ardnt, “is acknowledgement, and I think that’s a universal thing. I think a lot of people go through life feeling like they work really hard and they’re doing a good job and they just want some sort of emotional acknowledgment.” By touching on universally understood feelings of loss, of moving on, of seeing children grow, Toy Story 3 became more than a movie just for kids.

Don’t be afraid to put yourself in different situations. Imagine being a writer trying to articulate what Mr. Potato Head thinks about losing a limb, or what toys might think as they face their own equivalent of mortality! Creative boundaries get pushed to make previously unthinkable situations seem authentic, realistic and relatable, and it can bring to light learnings you never saw before.

Make your message meaningful. The emotional attachment audiences young and old feel to the characters in Toy Story 3 is a terrific creative feat. By presenting the toys in an emotionally honest and intelligent way no matter the situation, the filmmakers created a meaningful narrative. It’s even more impressive when you remember that this is the third movie in a series. “We didn’t want it to feel like an arbitrary, grafted-on sequel,” said Ardnt. “We didn’t want to make it unless we had something to say.”

Never assume “it’s simple.” Of everything you’ll see in the movie — toys coming to life, gorgeous renderings of unimaginable situations — you might be surprised to learn that the most difficult thing to make was a garbage bag. By this third movie, technology had finally caught up enough that the animators could detail plush fur on a bear, but getting the lighting just right so a garbage bag looked real was another story. Explains Unkrich, “It’s always the things we’re used to seeing [that are most difficult]. If I make up a monster, and we create a monster, you can get away with a lot because no one’s ever seen a monster before. Everyone every single day pulls out trash bags…you know if it doesn’t look right.”

If you haven’t seen Toy Story 3 (or even if you have), it’s available on video now. Check it out!

Category:  Book Reviews, Marketing Strategy  |  Tags:   |  No Comments

How Can Fascination Triggers Influence Consumer Decision Making?

September 29th, 2010 by

Fascinate

 

Have you read Fascinate, by Sally Hogshead yet?

 

Here at Heinrich, we say it’s a must-read for marketers, a thought-provoking examination of what drives consumers and a scientific study of how your brand holds up in a often reactionary society, driven by instincts and urges. Hogshead calls them triggers, and identifies seven of them:

  • Lust
  • M ystique
  • Alarm
  • Prestige
  • Power
  • Vice
  • Trust

One trigger could be all it takes to spark consumer fascination with a product or brand. You might even be “fascinating” your customers with a combination of two or three triggers. But if you don’t have a marketing campaign built around them, you can’t gain control over their impact — or enjoy the benefits. Throughout the book, Hogshead challenges you to question how “fascinating” your company or brand is, and at the end she offers a kind of mini-workshop. Together, the insights plus the exercises make this book a great value.

Just as a great book should, Fascinate inspired us, and got us thinking about new ways to help our clients fascinate customers. We think it should be a staple among marketers. What do you think?

 

 

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The New Loyalty Landscape, Part II: Insights From an Industry Expert

September 29th, 2010 by

In last month’s Heinrich Report, we talked about the new loyalty marketing landscape. Today’s marketing leaders face a tremendous pressure to focus on loyalty as Facebook, Foursquare and Shopkick emerge as forceful, impossible-to-ignore players in the industry. Indeed, according to leading loyalty firm Loyalty Lab, “Increasing customer loyalty is seen as the top force driving marketing innovation for their companies.” 

So whether your company dabbles or dives into newer mediums like social media or mobile as part of a marketing plan, you need to stay in the loop when it comes to loyalty marketing. To help, Heinrich gathered key insights from Keith Rose, president of Loyalty Lab.

Look at loyalty in a new light.

A San Francisco-based firm that specializes in “motivating and accelerating customer loyalty,” Loyalty Lab provides the platforms, interfaces, applications, and relationships necessary to support a cohesive loyalty marketing strategy — and promote a new philosophy about the concept as a whole.

Out with the old loyalty, in with the new.

Groundbreaking, traditional loyalty programs like American AAdvantage and Hilton HHonors work on a give/get system. The customer joins a program, earns points and eventually earns enough to receive a seat upgrade, free ticket or free night’s stay. Keith and Loyalty Lab see that setup as prohibitive: “That’s about retention — and the goal is not just retention in the ‘new loyalty.’ It’s different now. You want to motivate market share increases, not reward past behavior.”

Why the shift in focus?

“That reward structure is limiting. You’re missing out on a lot of people,” says Keith. “Not everybody who joins a Mileage Plus or Hilton HHonors is going to be able to reach the next tier of membership,” a point that’s especially valid in today’s economy.

So what’s a company to do?

“You can’t just focus on the top tiers anymore,” continues Keith. “The people in your program, the ones who can’t compete for the big rewards, they could still be advocates, and you don’t want to lose them.” Advocacy is the new word for “loyalty.” Your goal should be to mold consumers into advocates who speak on your company’s behalf.

Understand the loyalty curve, and stay one step ahead of it.

Loyalty Lab’s technology helps companies guide consumers toward advocacy. Five stages mark the progress:

Together, these stages make up the loyalty curve. To encourage customer progress on the curve, you have to:

  • Create a meaningful engagement experience for all of them.
  • Make it easy to interact with your company. 
  • Offer them relevant information.

Interestingly, Keith barely mentions popular marketing tactics like “special offers” when he talks about the loyalty curve. “It’s not a ‘here, take this’ approach, where the customer might take the offer and run,” he explains. Customers won’t feel loyal to an offer. But they can feel loyal to your brand. To build that connection takes time, takes a more measured, open and honest approach — and takes a full-on commitment to social media. Indeed, in this new era of loyalty, “Loyalty is not an end in itself. Social is.”

Create advocates and give them a voice in social media.

No doubt, this new approach to loyalty has evolved from a new kind of customer. They’re very aware when they’re being marketed to, and they’re distrustful of advertising overall. (BrandingStrategyInsider.com) What they do trust: recommendations from people they know and consumer opinions online. (BrandingStrategyInsider.com) 

These consumers, the kinds who seek out information and advice and who give it, also happen to be most likely to engage with brands through social media. According to Marketing Profs: 

  • 65% of frequent social networking users say they are fans of at least one brand on Facebook.
  • 31% follow a brand on Twitter.

What’s more, the social interaction with a brand stirs up positive vibes for the consumer: “Consumers who actively engage with social media are more positive about their connections with brands. 35% of those who use social media say they believe, ‘companies are genuinely interested in them,’ compared with just 16% of all consumers, according to a study by Alterian.” (MarketingProfs) 

So, whereas the past loyalty model offered rewards for personal achievement, the new one fosters a feeling of a personal connection between company and customer through social media — and makes that its own reward.

On the loyalty horizon: More personal engagement through mobile.

Keith believes mobile is the next big thing in loyalty marketing, and the advent of new mobile apps just in the past few months supports his prediction. Consider Shopkick, a new iPhone/Android app. Once downloaded, customers earn rewards just by walking into the store, and accumulate more for additional actions as they move closer to a purchase.

Shopkick founder and CEO Cyriac Roeding calls it a “location-based shopping app,” and explains how it moves away from the more automated “buy this, get that” dynamic: “Location-based shopping requires a completely different approach….You need to think about the shopping experience per se, and try to make that completely different and better.” (AlleyInsider) 

Through its features, Shopkick makes loyalty feel more hands-on and personal — a necessity when you’re trying to generate advocacy. For example, once you’re inside a store, you can scan items you like into your phone so Shopkick can offer you rewards that are customized to your interests. It also appeals to the social media consumer by offering Facebook credits for games, music and more.

In part, it’s the ease-of-use that gets Keith excited about mobile. He likes to use American Idol as an example. “Millions of people instantly picked up their phones to vote on their favorite contestant. They didn’t even hesitate.” He’s got a point: Newer companies like Foursquare bank on people doing things on a cell phone that they might not do online. Whether it’s because it’s new, or easy, or because a consumer might have a greater feeling of control when their mode of response is in the palm of their hand, mobile has changed the loyalty marketing terrain.

Smart loyalty marketing can help any business grow.

Loyalty Lab can be an affordable partner no matter the size of your budget. As Keith puts it, “We’re all about leveraging technology to make loyalty more affordable and get faster results.” Used with the support of a strong marketing strategy, you can create advocates for your company and enjoy a strong customer base — one that’s built on more than just your latest special offer.

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Category:  Loyalty / Rewards Marketing, Marketing Strategy, Social Media Marketing  |  Tags: ,   |  No Comments
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