Archive for the ‘Customer Communication’ Category

When To Give Your Work Away, and When to Charge

Tuesday, June 29th, 2021

I saw a very interesting question in an online group I monitor recently: “Is it ever a good idea to give your work away?”

In this case, the question was related to consulting services but the question could just as easily apply to companies selling tangible products. And, perhaps, it is in comparing the two ─ services and tangible products ─ that this answer can make the most sense: “Yes, there are definitely times when giving your work─or your products─away can be a good idea!”

But when?

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How Marketers Are Using Video in 2021

Tuesday, June 22nd, 2021

video marketingVideo continues to be a popular and effective way to boost marketing efforts, especially with the emergence of video-first platforms such as TikTok. And, with the proliferation of do-it-yourself (DIY) video options, the demand for professionally produced, high-production-value video content no longer looms as the must-do priority it used to be. Today, marketers of all types and sizes—even those with very small budgets—can successfully use video to augment their marketing communication efforts. (more…)

Tips for Remote Selling During and After COVID-19

Thursday, June 17th, 2021

COVID-19 has upended a number of industries and jobs. Among the professions that have been hardest hit are sales and business development, which have traditionally relied on face-to-face interactions to build networks and relationships. People who ply those trades have had to pivot to remote selling with mixed success. (more…)

Best Practice Communication Takes Many Forms

Thursday, June 10th, 2021
There is no such thing as “the best” communication channel whether considering internal channels for employee communications or external channels to connect with customers and potential customers. All organizations can benefit from having a wide variety of communication channels (both synchronous and asynchronous) to ensure that employees throughout the organization, regardless of role or communication channel preference, are receiving key messages.

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Communication Lessons From COVID That Will Last Long Past the Pandemic

Saturday, December 19th, 2020

It’s fair to say that few, if any, companies—or their communication staff—were prepared to respond quickly and appropriately to the impacts of the COVID-19 pandemic. As millions of employees suddenly found themselves working remotely from their homes and millions of customers found themselves suddenly shut off from the companies and brands they typically engaged with, communication professionals began grappling with important questions, including the following: (more…)

Content IS King – Regardless of Who Said It!

Tuesday, November 24th, 2020

While there’s a debate about where the phrase “content is king” originally emerged, Bill Gates is widely given credit for the phrase and wrote what Fox Business calls a “remarkably prescient piece” back in 1996 in which he “accurately foresaw the content boom years before Google, WordPress, Facebook and YouTube even existed.” The rest, of course, is history.

Organizations of all kinds have jumped on the content bandwagon, recognizing that the trusted relationships they have with patients puts them in a prime position to share content on a wide range of topics of interest to, and representing value for, their audiences.  (more…)

Communication Best Practices Learned From COVID-19

Wednesday, November 11th, 2020

Communication Best Practices During COVID-19It’s fair to say that few, if any companies—or their communication staff—were prepared to respond quickly and appropriately to the impacts of the COVID-19 pandemic, a pandemic that has swept the world and decimated lives and economies.

As millions of employees suddenly found themselves working remotely from their homes and millions of customers found themselves suddenly shut off from the companies and brands they typically engaged with, communication professionals found themselves grappling with important questions:

  • How do we continue to communicate with a suddenly dispersed audience?
  • How do we find the right balance between standard key messages and the need to address the ravages of the virus for employees, customers and the community at large?
  • How do we strike the tone—certainly not too flippant, but also not too alarmist?

There have been some important communication lessons to be learned from the COVID-19 pandemic. We asked content marketers to share their key takeaways—what has worked well for them, what hasn’t, and how the experience will shape their communications for months, maybe years, to come. (more…)

The 3 C’s of Marketing and STP: How they Align

Thursday, October 29th, 2020
The 3 C’s of Marketing (company, customers and competitors)  is a popular model used to help businesses and marketers develop marketing strategies by encouraging them to think about their customers and what they value, what they have to offer that address what customers value/need, and what others (competitors) are offering. It’s a model that also aligns very well with another three-pronged marketing approach: segmenting, targeting, and positioning.

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Email Subject Lines: It’s Not Rocket Science, But It Is Important

Monday, October 26th, 2020

Like many things we see all of the time, email subject lines are easy to overlook, especially when drafting them. Too often, though, copywriters, content marketers, and others fail to give enough thought to their email subject lines. They’re an afterthought. Something quickly thrown together and easily overlooked, not only by those writing them but those seeing them in their email inboxes! And that’s the problem.

Fail to pay enough attention to your email subject lines and your audience will too. (more…)

Why You Should Seek Employee Feedback Before Customer Feedback

Tuesday, June 23rd, 2020

Hiring marketing or content marketing talent?It’s quite common for companies and their marketers to seek feedback from customers about their products and services. But there’s another group whose feedback should also be considered. In fact, it should be considered before seeking customer feedback.

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