22 January 2013 South Africa’s boisterous, colourful supporters are very special to the national team, coach Gordon Igesund said on Monday, urging the public to carry the spirit they showed in Johannesburg over to Durban, where Bafana Bafana face Angola in a must-win game on Wednesday. Addressing journalists in Johannesburg on Monday, Igesund said the crowd at the National Stadium on Saturday had been “brilliant” in their effort to lift the team in very challenging playing conditions. “We now need the public to go to Moses Mabhida Stadium in their numbers and give the boys the support and work as the 12th player. “We will do our best to make our amazing supporters happy,” Igesund vowed. “They have been fantastic throughout and they need to be rewarded with performances that warrant their unwavering support.” He said the dream of winning the tournament was still very much alive, and that it was only a matter of time before Bafana turned their chances into goals. South African Football Association (Safa) president Kirsten Nematandani said Bafana Bafana still had an excellent opportunity to progress further in the tournament. “We urge the public to continue supporting and encouraging our boys to regain their winning mentality.” Bafana will face Angola at the Moses Mabhida stadium at 5pm on Wednesday. Meanwhile, on Tuesday night, in a thrilling Group C match, Ethiopia held reigning champions Zambia to a 1-1 draw at Mbombela Stadium in Nelspruit. Collins Mbesuma scored for Zambia, but Adane Girma equalised for Ethiopia, who were down to 10-men after their goalkeeper Jemal Tassew was sent off for a dangerous tackle in the 25th minute. In the second Group C match, Burkina Faso struck a late equaliser to earn a 1-1 draw against Nigeria, leaving Group C all square. On Tuesday evening, a star-studded Ivory Coast will face a Togolese team led by Tottenham Hotspur striker Emmanuel Adebayor at Royal Bafokeng Stadium in Rusternburg, followed by a clash between North African giants Algeria and Tunisia at the same venue. Source: SANews.gov.za
Shoplifting and larceny crimes cost retailers billions of dollars each year. Beyond the cost of the stolen merchandise, retail organizations must also consider costs hidden in processing the incident, following up with court proceedings, managing surveillance and security technologies, and dealing with lost sales and out-of-stocks.However, retailers have tools at their discretion to deal with these hefty losses. So what happens if a shoplifter gets caught shoplifting in 2019? What’s the standard process? It turns out the response to shoplifting has changed over the years, and retailers are continually debating the best way to handle the problem. There isn’t a single straightforward response to address all situations.Specific examples of the ways in which retailers today respond to criminal behavior are found throughout a feature article by Walter E. Palmer, CFI, CFE, and Jacque Brittain, LPC, who produced the piece for the January-February 2019 issue of LP Magazine. In the article, Palmer and Brittain talk about the way law enforcement reactions to shoplifting incidents have changed over the years:- Sponsor – In some instances, businesses have been threatened with fines or the intent to declare the retailer as a public nuisance due to the frequency of police calls made to deal with shoplifting and other criminal incidents. In other situations, police have asserted that they will not respond to theft incidents under a predetermined dollar amount. There are even those jurisdictions that have announced they simply won’t respond to shoplifting incidents at all, believing that police resources are better spent by focusing on “more serious crimes” other than those that cost retail companies tens of billions of dollars each and every year.For example, in March 2018, Chief Erika Shields of the Atlanta Police Department announced that officers will no longer be responding to shoplifting calls at department stores. “You can only do so much,” said Chief Shields. “We are going to change how we handle shoplifting calls, and primarily, for the most part, we will not be responding to them. Every time we make a shoplifting arrest, that officer is out of service for sixty to ninety minutes. It’s not acceptable.”The authors go on to discuss decriminalization and the recent reductions in sanctions for larceny, and what those decisions have meant to retailers throughout the United States. The article also touches on ramifications of the opioid epidemic and possibilities for alternative solutions that, ideally, will deter others when they see the reality of what happens if you get caught shoplifting. Check out the full article, “Shoplifting Response, Reaction, and Recourse,” to learn more.For more great LP content, visit the Table of Contents for theJanuary–February 2019 issue or register for a FREE print or digital subscription to the magazine. [Note: if you’re already a logged-in subscriber, the previous link will take you to the current issue instead.] Stay UpdatedGet critical information for loss prevention professionals, security and retail management delivered right to your inbox. Sign up now
Author: PR Squared InboundMarketing.com really hit home for me. In a time when we’re constantly reminded of the pending death of newspapers due to the increasingly powerful Web, PR guru Todd Defren Lesson: 1. Translations for Facebook Connect Brand evangelists have surprising potential. Todd Defren Google Sidewiki Influential Marketing Blog Twitter Marketing: It’s More Like Email Than You Think because of the Internet; in addition, with all the biased clutter found on the Web, it’s no wonder that traditional news outlets are still seen as the most reliable editorial source. Therefore, to get that coverage from credible media like the The Vizion Blog Speaking of the clutter on the Web, what if there were someone whose sole job responsibility was to sort through and uncover the best and most worthy content? Rohit discusses this role and what it would entail, calling it “Content Curator,” or someone who continually finds, groups, organizes and shares the best and most relevant content on a specific issue online. Think Lesson: How to Claim Your Website’s Google Sidewiki Apply traditional marketing tactics to the new ways of the Web. 2. , which can be used to translate websites into any of the languages Facebook supports. Barb’s short article describes the tool, based on the same solution Facebook itself employed to translate its site, which recruited volunteers to help translate the site into more than 65 languages. The tool will display content in a visitor’s native language if they log in using Facebook Connect. This of course means that potentially all websites can be translated into Manifesto For The Content Curator: The Next Big Social Media Job Of The Future? Author: of of pulls us back down to earth to show us that, despite what you may think, media relations shouldn’t be dying along with it. In fact, among the pile of biased content littering the blogosphere, traditional news outlets still stand out as the most faithful, unbiased sources, proving that we should focus on media relations now more than ever before. ‘s Pirate language Author: of Successful techniques from one tool may work for another. Mainstream Media Relations: More Important Than Ever inbound marketing kit You may have to sift through the clutter to find quality content. 3. Author: Download our Bill Hartzer Zephrin Lasker Originally published Oct 2, 2009 7:05:00 AM, updated July 18 2013 Take advantage of new technologies, and don’t get left out of the conversation (especially if it’s happening on your own site). Barb Dybwad BusinessWeek By claiming your Google Sidewiki space, website owners ensure their own comments appear at the top of all other comments. Website owners can use this space to promote their site, direct visitors to important pages, and make sure they’re aware of what others are saying about their site. Although only users who download the wiki will see the comments, Bill suggests it as another way to join the conversation. Lesson: but on a much broader scale. , Todd advises us to keep nurturing those media relationships! . Lesson: . I’m a fan. Mashable Alltop Guy Kawasaki As a public relations professional, this week’s top story on Learn more about inbound marketing and how to combine blogging, SEO and social media for results. By some estimates, in just a few years we will reach a point where all the information on the Internet will double every 72 hours. Does this role already exist in some places, and do we need it? 4. Advertising Age Photo by Annie Mole Inbound Marketing Kit is here, and Bill Hartzer gives you step by step instructions on how to claim yours and why it’s an important thing to do. The Sidewiki is an add-on to the Google toolbar that allows any Web user who downloads it to make comments on any website; the comments are then viewable to anyone else who visits the site and has downloaded the Sidewiki. Lesson: or of NY Times With its new $100 million funding under its belt, Twitter must justify its worth by leveraging the data it knows and translating it into real results and revenue for marketers. Zephrin’s article makes suggestions to Twitter about how to attract advertisers, primarily by capitalizing on lessons learned from email marketing. Zephrin’s thought is that email-like capabilities — such as the ability to segment audiences, access dynamic reporting, test and optimize campaigns in real time, etc. — would be valuable to Twitter advertisers. If Twitter can deliver on these basic capabilities for marketers, they’ll have no trouble pulling in advertisers’ dollars. What do you think? Author: 5. To support the thought that media relations shouldn’t be at death’s door, Todd points out that the number of unique visitors to newspaper websites has grown by 15.8% to 65 million in the past year. While newspapers may be struggling in terms of earning money, their audience is flourishing. Why? Stories can now be spread much faster and more easily of The Facebook just announced the release of its new tool for developers, Rohit Bhargava Don’t start cutting off ties with journalists just yet. Media relations is alive and kicking! Facebook Releases Free Tool for Translating Your Site Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
and other location-based social networks, but also to Google and Yelp. The social network has announced the launch of a major new feature: Facebook Places. We have Facebook, similar to on this blog in the past. However, this trend just got a lot more interesting for marketers. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack talked many times about the adoption and marketing implications of location-based social networks HTML5 mobile site Foursquare Facebook Business Pages has delivered a major blow to not only to as well as their Originally published Aug 19, 2010 10:05:00 AM, updated October 20 2016 users to check in to offline locations similar to other location-bastion social networks. The Places feature is available in Facebook’s Facebook Places allows Marketing Takeaway Facebook Places isn’t an attack on Foursquare, it is a direct attack on Google and Yelp. Facebook realizes that as retail business shift marketing dollars online, a huge opportunity exists. iPhone application Yelp and other location-focused sites, is also allowing businesses to claim their location in Facebook Places. Once Facebook Places is available to you, add the location to your business. Once that location page is created, you will then have the option to “claim” it as the page for your business. It is likely that Facebook will launch many other marketing opportunities for Businesses on Facebook places in the future, so it is important to go ahead and claim your location now. Topics: Do you plan to use Facebook Places? Although the feature is now available in the newest version of the Facebook iPhone app, the company says it is still rolling out the feature and is not yet available to all users. Another interesting note is that Facebook, via an API, is going to provide developers access to some of the data from Facebook Places to integrate this new feature with outside applications. Additionally, it doesn’t seem like Facebook is out to “kill” other location-based networks. It will allow Foursquare and other major location-based social networks to push location information into Places so that a user can use Foursquare to check in on both Foursquare and Facebook Places. If you are a marketer, this announcement demonstrates that location-based social networks are transforming from a trend into a mainstream feature of social networking. Some of the initial developers using Facebook Places are social game developers like Booyah, who plan to create new social games based on location. Facebook . One change in Facebook Places is that instead of showing people who have checked in nearby, the application will display people near you that Facebook has determined to have relevancy to you.
Ecommerce Marketing Originally published Sep 14, 2010 9:00:00 AM, updated February 01 2017 While an ecommerce site will always be focused around driving transactions, capturing the huge non-transacting majority for emarketing presents a major revenue opportunity and marketing challenge. The very best converting ecommerce sites make extensive use of remarketing tools to improve their ultimate transaction rate and retain visitors who are not yet ready to buy. These sites capture visitor information early, use value-added marketing offers, and have unique product page content beyond the boring manufacturer’s same-old template. For ecommerce sites that don’t convert at 18% or better, implementing non-transactional leads can greatly improve their ultimate conversion rate. A poor implementation, however, can lead to an even poorer site conversion rate as traffic is siphoned off the primary ecommerce funnel. There are three critical pieces to a successful implementation of offer-driven lead paths. They are: Call-to-action button Landing page with a form Thank you page Keep reading for implementation and design specifics on these three key pieces.Call-to-Action Buttons That Don’t Cannibalize TransactionsA call-to-action button’s purpose is to capture interest and divert traffic that does not intend to transact immediately. The button itself needs to have specific design and language characteristics to accomplish this goal and not remove people from the primary transactional funnel. Two critical basics of non-transactional call-to-action buttons design on ecommerce sites: Clearly identify the buttons as paths to learning more , not continuing down the purchase path. Visitors will self-select to engage if they are interested but not ready to purchase. Use messaging like “Looking for more? Download the buyer’s guide to…” or “Need more information before you buy?” to make this crystal clear.If the button is placed as a secondary conversion option in conjunction with “buy now” messaging, it should be less eye-catching than the “buy now” button or messaging .Landing Pages That Capitalize on an Indicator of InterestOnce a site visitor clicks a call-to-action button, they move to a landing page. A landing page is a page with one singular purpose: collect visitor information (a name and email) in return for an asset (a buyer’s guide, ebook, factsheet). As with the call-to-action button, below are 2 critical considerations particular to ecommerce sites: Visitors to your non-transactional landing pages have already indicated interest in downloading the asset and not converting. Take off the sales hat for just a moment ; time to allow visitors to get what they want as simply as possible. That means no “buy now” or product-level messaging and a relatively short form. Briefly express the value of your giveaway to capitalize on the previous indicator of interest from the call to action button click. Recall that visitors to the landing page have expressed that they are not ready to purchase right now and are looking for more information. It’s better to capture their information here than have them defect and buy from a competitor next week.Thank You Pages That Don’t Maroon ShoppersAfter a visitor indicates interest by clicking a call-to-action and completes the form on the landing page, the site needs to uphold its end of the bargain and deliver the asset. The most effective way to deliver the asset is on a dedicated thank you page. On this page, the asset is can be linked along with hooks back into the main site’s funnel. This page may even remain open as people peruse your content, so keeping links back to the main ecommerce funnel may yield some additional utility. Two important elements for thank you pages on ecommerce sites: Keep the first, clearest link on the page for the asset . People have come through the landing page and expect a simple method of receiving their asset. Give it to them.Other links on the page can fall into two categories, depending on your goals. The links can either continue visitors in the “learn more” mode, which they are already in, and link to a blog or other informational assets. Alternatively, if the asset given away on the thank you page helps visitors make a final buying decision, follow-up links can now direct traffic back into the main ecommerce site funnel. Now is the time to put on your sales hat back on and move people back into the product pages, if you like.Putting Non-Transactional Ecommerce Leads in Their PlaceWhen the time comes to make a purchase, would you rather have been in communication with a lead for 2 weeks? Or would you rather they make their own unaided decision to type your site into the address bar? By following the tips above, ecommerce marketers can begin to grow their up-funnel email list and increase customer retention in the critical consideration stage that precedes an online purchase. The best-converting ecommerce sites in the world are doing this already. Photo Credit: Яick Harris Topics: Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
Calls to Action On pages where a call-to-action is the focus, one of the most important features is the conversion button itself. We’ve seen single changes in buttons that can improve conversions by well over 30%. A button sounds like a simple decision, but there are a number of variables that quickly make the decision feel complicated. How big should the button be? What color? What should the text of the button say? Here are a few tips to make your buttons more successful.1. Button size- Make it BIG!A big button gets noticed. It doesn’t have to be huge, but if your button is too small, it can be ignored. We’ve found that a good button size is around 225px wide and 45px high2. Button Location — Put it above the fold!When deciding where to put your button, think about the ﬂow of your page. Does it follow the path of your eye? Does it ﬁt average browser size? Browsersize from Google Labs is a great tool to ﬁnd out what portion of your page most visitors can see without scrolling.3. Button Color – Make it ContrastColor matters. Strong, contrasting, colors generally perform better than colors that blend in with the theme of your landing page. Take this example from Carelogger, who increased their conversions by 34% with a red button instead of a green one.4. Button Text — Include a call-to-actionYour button text should tell people what to expect. Instead, we generally opt for a strong call-to-action. Firefox improved their conversions by 3.6% (over 500 more downloads per test) when they changed their button text from “Try Firefox 3″ to “Download Now – Free.” “Download Now,” “Get Started Today,” and “Free Trial” are all good examples of strong calls-to-action.A Bonus: Test, Test, Test.There’s no universal right answer for what webpage works best, but testing can ensure that your webpage is the best that it can be. Topics: Originally published Jul 25, 2011 3:30:00 PM, updated February 01 2017 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
Topics: Just a couple days after Facebook’s hyped up “secret” announcement was revealed to be Graph Search — which, powered by Bing, uses social signals to try to create a truly social search experience within Facebook — Bing has announced that its search results will now feature 5x more content from users’ Facebook friends, including status updates, links, and comments. Big surprise, right? You know … a little of the ‘ol “you scratch my back, and I’ll scratch yours” action? Okay, okay, so in the marketing world, we call this ‘co-marketing.’In any event, let’s take a closer look at the social changes Bing has made to its search engine results, and why, at least as a marketer, you should give a hoot.What Has Changed About Bing’s Search ResultsI know what you’re thinking, you well-informed marketer, you: “But Bing was already incorporating social data from Facebook into its search results.” Yes, this is true. Back in June, 2012, Bing started including Facebook Likes, photos, and profile information into search results. But now, there’s even more. Five times more, to be exact. In addition to the Facebook results Bing was already showing, now you’ll also see status updates, shared links, and comments — all served up to you in the far-right sidebar of Bing’s new three-column design when you connect your Facebook account, as pictured below (click image to enlarge). SEO and Social Media So if you were to do a search for, say, “Boston restaurants” as I did above, you’d get organic results on the left, PPC results in the middle, and primarily Facebook results on the right, which could include anything from shared links, photos, comments, status updates, or Likes from your friends about restaurants in Boston. Pretty helpful if you’re a user trying to decide where to go out to eat on a Friday night, right?While social results aren’t limited just to Facebook content — they also include other social networks like Twitter, Quora, Foursquare, etc. — Bing seems to be featuring Facebook results most prominently. Check out this video from Bing to learn more about the changes: Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Why Marketers Should Care Whether or not you choose to use Bing for your own personal search engine needs, there are people out there who do. In fact, according to comScore, Bing is at an all-time high. Its 16% market share is second to Google’s 66.9% as of October 2012. And after Bing’s Bing It On Challenge — which pitted Bing’s search results against Google’s in a blind comparison test and showed that people preferred Bing results to Google’s nearly 2:1 — of people who identified Google as their primary search engine, 33% said they would use Bing more often after taking the challenge.So yes, believe it or not, there is a good chunk of users — many of which are probably your prospects — who are using Bing to power their searches. And with the increased emphasis on content from Facebook in its search results, you can’t really afford to miss out on a piece of that pie. So the lesson is probably one you’ve heard from us time and time again, but that’s only because the changes search engines are making to take more and more social cues into consideration just keep on coming. And it’s not just about creating a Facebook page so you can share your content and engage with fans on your own terms, either. It’s also about consistently creating content that people will naturally want to share on Facebook and in other social networks — which can then also show up in their friends’ search results.So hop to it, marketers! Social in search is here to stay, and you can’t afford to miss out.What do you think of Bing’s partnership with Facebook?Image Credit: michperu Originally published Jan 18, 2013 4:30:00 PM, updated October 20 2016
A whitepaper from Cvent notes 80% of companies are convinced they provide a superior customer service. But only 8% of their customers agree.Ouch. Despite being on the business and marketing side, I see where people are coming from. For instance, the other day, I saw a commercial for one of the worst brands I’ve ever been a customer of … and it was all about customer happiness. It made me cringe.Then, the other day, my coworker had to call an Etsy shop to inquire about a shirt she ordered two weeks earlier and was, at the time, a day late for delivery. The shop’s customer team then explained on the day she was expecting her shirt (which was the core component of her Halloween costume) that the shirts were on a two-month backorder. It’s clear some companies aren’t aware of just how poor customer service can lead to reputational damage. But if you’re looking to ensure you delight your audience — from visitors, to leads, to customers — you’ve come to the right place. Today, we’re going to provide you with a free PowerPoint template for creating ecards you can customize and share with your customers, fans, readers, and the like.Shall we start customizing?Note: Holiday ecards are not the solution to poor customer service. Messages like these will only enhance a customer experience already bubbling with value, help, and delight. A 3-Step Process for Creating Lovable Marketing EcardsOur free ecard template (which you can download by simply clicking on the image on this page, no form-fill required!) has a collection of six different ecard templates. For this blog post, we’ll customize number two from the collection (slide five). Step 1: Insert Custom MessageAdd a brief message here that relates to the audience and channel you’re sharing with. For example, I’m going to write this ecard for, well, you guys! The lovely readers and/or subscribers of this blog.By the way, we truly do appreciate the loyal readers of our blog. We try our best to serve you great content, but it’s your feedback, questions, and ideas that inspire us and help us improve what we do every day. Step 2: Insert Custom ImageWhile some of our templates allow you to add custom images, not all do! You can keep a simple background, pull from any one of our 200+ free holiday stock images, or simply add your own. Whatever you do, make it personalized and fun! In our example, we’ll use a festive photo of two members of our HubSpot blogging team.Step 3: Sign and SendOnce your ecard is customized, simply sign as your name or company. If you create a card as your company, consider adding your own logo! To save the card, go to File >> Save as Picture. Under “options” you can select to “Save Current Slide Only” to save only the ecard you customized.Ready to start customizing ecards and spreading the holiday joy now through New Years? Simply go to hubspot.com/holiday to get download your ecard templates with just the click of a button. Originally published Nov 1, 2013 8:00:00 AM, updated July 28 2017 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
These days, the competition for audience attention is fierce, and nonprofits often don’t have the resources or time available to compete with 7 to 8 figure big-brand marketing budgets. Marketing teams at budget-conscious organizations have another asset that they can rely on— their creativity.Instead of aiming to reach potential members or donors through expensive advertising, why not aim to partner with them and build an online community instead? After all, word of mouth is one of the most powerful, genuine, and authentic marketing channels. It’s also dramatically cost-effective: when audiences share your content and talk about your organization’s work, you’re getting free exposure.But strong ‘word of mouth’ marketing campaigns don’t happen by accident. You need a careful strategy in place to ensure that you’re reaching the right audiences. Turn “I” to “you” in your marketing—Here are a few important steps to take:Optimize Your SEO Around CausesWhen audiences search for content around your cause, they’re typically seeking out information. But are they searching for your organization, specifically? Likely not. The reason?The Internet has eradicated international borders. Somebody could stumble across your website from a completely different part of the world. Depending on your organization, you may be able to expand your member and donor base.That’s why you’ll want to position your organization as an educator and authority with rich information to share. When they look up information related to causes, they’ll find your organization.When you bring this audience to your website, make your community presence known–even if the ‘ask’ is as simple as mentioning that you’re on Twitter and that you have a Facebook page, you should take advantage of the opportunity: it’s important to establish a touchpoint, even a light one, with your target audience.Build Trust with Bundled Content OffersMoney isn’t your target member’s most valuable asset: it’s time. And when audiences venture out to research causes and nonprofit organizations, they are really looking for a way to spend some of their time.That’s why you need to put your full identity forward. But storytelling is hard, and videos are hard to produce. What should you do instead?Start a blog that tells your brand’s story. Make part of that blog accessible via free membership (perhaps, any content after the fifth most recent article)Create a few ebooks, maybe even out of that blog content that you createdFind out what topics to cover by researching the needs and pain points of your target audienceWith bundled content, you can start to build nurturing campaigns as your research-oriented audience warms up to whether or not they want to spend their time with your organization. You can even remind your audience to share these bundled offers with their colleagues and friends. Your audiences will feel great because they are sharing valuable information. You’ll be happier because you’ve increased your audience base by +2 for every +1 that you reach.Create Incentive-Worthy EmailsHaving trouble generating sign-ups to your email list?If so, you’re not alone. Most businesses in both the nonprofit and for-profit sectors struggle with this pain point. That’s because an email list isn’t value proposition enough to generate sign-ups. Online audiences want more than just content in their inboxes. They’re looking for a strong enough value proposition.One way that you can generate more sign-ups is to provide an incentive like free template, ebook, guide, or case study. Explain why that asset is valuable, and continue to engage your audience with interesting content through an email nurturing campaigns.You’ll create a marketing engine that continues to build on itself, especially as your audience starts sharing and talking about these opportunities within their own communities.Provide Reminders of Your ValueContinue to remind your members why they should be spending their time with you. Offer strong members-only benefits such as events, premium content, and even webinars. In your marketing copy, provide reminders of the value that you provide by encouraging members to participate in exclusive opportunities.This messaging is especially important around renewal season. It’s important that the language and energy around your organization remain highly positive and upbeat.Create a community worth joining. Getting StartedNot sure where to get started in terms of building your community and generating engagement? Put yourself in your members’ shoes, and start conducting some field research. Talk to them about their unmet needs and perception of your organization. Use that information to start developing content that addresses your members. Provide credit where it is due, and make it public that you rely on feedback from your community during your organization’s ideation processes.Keep talking to your members to understand what’s important to them. Keep developing information to meet their unmet needs. Make it possible to engage in a dialogue within your community and between other members of your website. Your organization’s community will emerge naturally. Originally published Mar 10, 2016 7:00:00 AM, updated February 01 2017 Community Management Topics: Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
Topics: 3) Tap into referrals that reward.Referrals are a great way to get customers to sell your products for you. It’s a simple evolution of word-of-mouth marketing, as customers usually refer friends or colleagues.For example, when shopping with The Clymb, you are gently reminded to refer a friend in the website header:Notice how it provides a clear call-to-action along with an incentive — $10 for your loyal customer and $10 for a future one — encouraging visitors to take action even before they start shopping.4) Use premium packaging.Anyone that’s spent any amount of time wresting with a roll of wrapping paper and tape dispenser knows the value of a pretty package. In fact, according to a 2015 Dotcom Distribution packaging study, 49% of online shoppers said that branded packaging made them more excited about receiving or opening an item, while 44% admitted that packaging reinforces that a product is worth its cost.The lesson? First impressions make a huge difference in our fast-paced lives, so by using premium packaging you allow your product to stand out against others. Take Pad & Quill, for example. This tech accessories company packages its iPhone and iPad cases in paper with friendly messages printed on it. It even uses an authentic-looking Roman seal to give a more hand-wrapped feel.5) Turn the small print into a feature.Refund and exchange policies are often part of the small print on your website. During the holiday season, you have an opportunity to make them a feature. After all, these policies are in place to increase trust and promote sales, right? Make them known.When buying gifts, customers prefer a return policy that ensures that if the recipient doesn’t like it, they can easily return it. If you can offer this, you have a better shot at increasing sales, while keeping your customers happy.Nordstrom does a great job of displaying all of its holiday shopping, shipping, and return perks right on the homepage, giving potential and existing customers peace of mind during one of the more stressful times of the year:6) Create a holiday-inspired video.Why does everyone love and anticipate the John Lewis holiday advertisements year after year? Because they tell a story that evokes emotion.Fortunately, you don’t need a million-dollar TV advertising budget to do this, just an idea for a great story. As video is becoming more and more popular, it’s key that you apply it to all areas of your marketing strategy.Back in 2014, the Lowell Police Department went viral due to its “Christmas Surprise Traffic Stop” video. In the video, police officers asked the folks they pulled over for traffic violations questions about what they wanted for the holidays. Meanwhile, their behind-the-scenes crew quickly purchased the items and drove them to the scene. Watch the magic unfold below — trust us, it’s worth the four minutes:The holiday season is a time of giving, so be creative with how you can implement goodwill into your marketing campaign.Wrapping UpOffering compelling discounts with creative call-to-actions will inspire your customers to buy, but great customer service is why they return.Remember to focus on the value that you are bringing your customer, not just how low you can get your prices.How are you creating the holiday cheer with your marketing this year? Share your ideas with us in the comments below. It is much more cost effective to keep a customer than it is to find a new one. In fact, according to a report by Adobe, returning customers account for up to 40% of a company’s revenue.Trouble is, a 2016 small business survey revealed that while 72% of small businesses plan to allocate the majority of their marketing budget to customer acquisition, only 28% plan to allocate the majority to customer retention.To help marketers refocus their retention plans — especially those in the ecommerce industry — I’ve put together six creative ways to keep your loyal customers coming back. Check them out below.6 Little Ways to Reward Your Customers This Holiday Season1) Offer a compelling discount.By a compelling discount, I don’t simply mean “20% off your next order.” Instead, try a discount that will inspire your customer to continue shopping with you.What does that look like? It depends. And there are a couple things to consider:Focus on the value your product or service provides customers, not just the price you discount it by. In other words, position yourself in a way where buying your product is a complete no-brainer.Choose your words carefully. According to research from Psychology Today, a “Get $ Off” promotion emphasizes achieving a gain, while the “Save $” wording emphasizes avoiding a loss — and customers recognize that difference.For example, check out how T-Mobile positioned this holiday deal on the Samsung Gear S2:2) Get personal.Great customer service is about more than just solving your customer’s issue. Try going above and beyond by creating something awesome to remind your customers why they love your business.For example, you might send out a personalized holiday card or thank you note to their home address. Even though we’re in a digital word, it means a lot to receive something handwritten, and capitalizing on the holiday spirit in this way can build a positive brand association.Not only do the folks at Buffer engage their audience on social, but they also go out of their way to send handwritten cards, stickers, and t-shirts to their clients: Wearing my @buffer t-shirt with pride. #bufferlove pic.twitter.com/bWpjalt2nW— Jason Thompson (@nosaj_jason) January 25, 2016 Originally published Dec 15, 2016 6:00:00 AM, updated July 28 2017 Their strategy works well because with every exchange, they are encouraging customers to become brand ambassadors. Customer Success Don’t forget to share this post!