What Social Media Outages Should Tell Content Marketers

June 13th, 2019

by Justin Grensing, Esq., MBA

 

Earlier this year, an outage on Facebook, as well as its subsidiary services Instagram and WhatsApp, demonstrated that even the most sophisticated tech companies and social media platforms are not immune to technical challenges. In an article for Entrepreneur, Kimanzi Constable argues that the outage could hold some important lessons for content marketers and online advertisers. It wasn’t an isolated incident. Lately it seems that every week brings another outage—most minor, but all troubling.

“There is no doubt businesses lost revenue with this outage,” he writes. “For those who pay for advertising, their ads weren’t reaching potential customers. For those that rely on posting in their Facebook groups, on their personal pages and on Instagram, they lost revenue because they couldn’t use the strategy that they’ve always used.” So what should companies do from a strategic standpoint to prevent this kind of negative impact in the future? Read the rest of this entry »

Pros and Cons of Employees and Contractors

June 4th, 2019

by Justin Grensing, Esq., MBA

 

Hiring marketing or content marketing talent?

Staffing is one of the biggest challenges for small and mid-sized businesses. The challenge can be especially acute when a company reaches the stage in which it thinks it needs more help but maybe not necessarily an FTE or when a single FTE might not be enough, but two might be too many.

Just as many workers crave flexibility in their employment relationships—as illustrated by the growth of the gig economy—small and medium-sized businesses (SMBs) also value flexibility in their labor relationships. Rideshare companies like Uber and Lyft, for example, go to great lengths to ensure their workers are classified as contractors instead of employees. The costs of ongoing disagreements over this classification is something Lyft cited as a potential risk in its recent IPO. Read the rest of this entry »

Daimler Learns About Viral Customer Service Stories the Hard Way

May 30th, 2019

There’s an old saying in customer service that a customer who has a good experience with your business might tell a single friend while a customer who has a bad experience will tell ten. Unfortunately, those numbers might be drastically out of date in the age of social media. In an era where any individual has the chance to communicate with millions of people around the world, even a single incidence of poor customer service can have significant impacts for businesses of any kind. Read the rest of this entry »

Google’s EU Fines Illustrate Key Business Concepts

May 29th, 2019

by Justin Grensing, Esq., MBA

Google has not had a great couple of years in Europe. In March, the company was fined 1.5 billion euros—roughly $1.7 billion—for antitrust violations in the online advertising market. This represents the third such fine against the tech giant since 2017. “With the announcement on Wednesday, the European fines against Google total roughly €8.2 billion, or $9.3 billion,” says an article by Adam Satariano for the New York Times. “But the bloc has not received any of the money yet; Google is appealing the earlier decisions, and is mulling whether to appeal the most recent ruling.”

These fines provide some interesting business lessons relevant to any industry. Read the rest of this entry »

What Beer Companies Can Teach Us About the Dangers of Publicly Attacking Competitors

May 28th, 2019

The growth strategyand corresponding marketing strategyof a company has a lot to do with the nature of its industry. When a new market is developed or discovered, we say there is a blue oceanan unmet demand in a market that isn’t served or is vastly underserved. Market share and sales can be increased by simply letting consumers know that a product or service exists and convincing them that they want the product. By contrast, in a red ocean, the market and the major players are already established, and the market is saturated. The only way to increase market share is to take market share from a competitor. That can be exceedingly difficult to do. Read the rest of this entry »

Forget Disruptive Innovation: How NON-disruptive Innovation Can Help You Expand Your Market

May 27th, 2019

Many of us are familiar with the concept of disruptive innovation: a new product or service enters the market and overthrows established competitors by fundamentally changing the paradigm. Common examples include the advent of the automobile, the personal computer,  or direct streaming services. But, do we really need to be disruptively innovative? Read the rest of this entry »

What Notre Dame Donations Can Teach Us About Philanthropic Marketing

May 22nd, 2019

by Justin Grensing, Esq., MBA

Corporate philanthropy can be a great way to boost an organization’s brand. Customers like supporting companies they feel are contributing to the good of society, and philanthropy often comes with various forms of publicity as well—whether it’s media coverage of a donation or sponsor recognition attached to an event or building.

The recent tragic fire at Paris’s historic and world-famous Notre Dame cathedral Read the rest of this entry »

6 Steps and 6 Weeks to an Effective Content Strategy: Week 6

May 21st, 2019

content marketing, content management, content strategy, strategic marketing, marketing strategically, strategic communicationsJazz is almost ready to implement her content marketing strategy. Just one more important step before she’s ready to go. Read the rest of this entry »

6 Steps and 6 Weeks to an Effective Content Strategy: Week 5

May 14th, 2019

content marketing, content management, content strategy, strategic marketing, marketing strategically, strategic communicationsJazz Jones is anxious to get moving forward with the implementation of her content marketing strategy. She is, after all, eager to begin building her coaching business. But she has just a few more steps before she’s ready to go. The next one, Step 5, is critical and all about keeping the end in mind. Read the rest of this entry »

6 Steps and 6 Weeks to an Effective Content Strategy: Week 4

May 7th, 2019

content marketing, content management, content strategy, strategic marketing, marketing strategically, strategic communicationsJazz Jones has a clear focus on her goals, objectives and her target audience. She knows who she’s attempting to influence and she’s done thorough research into their AIOs (activities, interests and opinions). Now, she’s ready for the next important step in creating a content strategy. Read the rest of this entry »