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Buyer Persona

Aligning Content with a Buyer Persona:

What has your content done for you lately? Marketers are great at crafting messages filled with strong calls to action.  However, if the communication is not resonating or reaching the right audience, campaign success is unlikely.

Content is now an important ingredient in the marketer’s toolbox.  One of the best ways to build a brand and deepen customer relationships is via content marketing: the creation, publication, and distribution of relevant, high-value content, tailored to the needs of targeted groups.

Marketers have been transformed into educators and content must always communicate value.  What value can your organization provide buyers of your products and services?

Creating a buyer persona starts by defining your ideal customer. Continue reading

Why customer experience is the new differentiator in banking

Banking IndustryIn 2012, the Canadian financial services industry spent an astounding $8.7 billion dollars on information technology.  According to a Deloitte 2014  Industry Outlook, many banks are investing on IT to focus on revenue growth, customer experience, and security.  There is a strong desire by the banking industry to drive performance, mitigate risk and improve operational efficiency.

Customer experience is the new differentiator, requiring the seamless and unified delivery of online, branch, and mobile channels.  By leveraging technology, banks can better understand customer spending habits, preferences and product demand and  grow revenues.

McKinsey research, The three Cs of customer satisfaction: Consistency, consistency, consistency supports the belief that a consistent customer journey across multiple touchpoints is a key predictor for customer satisfaction and loyalty. Key findings include: companies can differentiate their brands by focusing on customer experience; building trust leads to long-term business success; and consistency-driven emotional connection is essential for customer loyalty. Continue reading

Demonstrate ROI with Marketing Process Automation

380_wpm_lowresI recently came across an interesting post by Vince Koehler of Sales Benchmark Index, a Georgia-based sales and marketing consultancy focused on sales effectiveness.  I recommend subscribing to their blog. The topic of Marketing automation is growing in popularity because of the increased pressure on marketers to show Marketing ROI.  Marketing has become more complex with the need for faster sales velocity, better insight into campaigns, and the flexibility to adjust marketing budgets on the fly.

I know, why is a PR Pro like myself writing about marketing automation? In a former life, I did a stint as a marketing operations manager.  But more importantly, PR and all marketing activities must foster engagement with identifiable communities and generate leads.  I take a holistic viewpoint in my PR practice and recognize the need for process integration and metrics.  We must always define and measure success. Continue reading