Chances are your marketing budget is being stretched. Many dollars are often wasted by casting a wide fish net across a number of market segments in the hopes of reaching potential buyers. If your messaging is not resonating with the right people, no one will notice.
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 that is customized to the needs of targeted groups. The goal is moving the prospect deeper into the sales funnel towards conversion.
Business-to-business (B2B) marketers are embracing content marketing for their sales pipeline using various digital formats, including websites, articles, case studies, blogs, whitepapers, and videos. The Content Marketing Institute (CMI) 2016 Benchmark study indicates 88 percent of B2B marketers are using content marketing for top goals of lead generation (85%) and sales (84%).
According to the CMI research, one in five B2B marketers are making content personalization a top priority. It’s important to tailor messaging by industry sector, organization size and buyer role – essentially segmenting your database.
The discipline of public relations (PR) is one of the most cost-effective forms of marketing. PR is essentially managing the flow of information and news between a person or organization and its various publics such as customers, partners, employees, bloggers, journalists, and others. There is a lot to like about PR, particularly when brands can tell their stories in far greater detail and at a fraction of the cost of a typical advertising campaign.
A well executed public relations program has many benefits—from an implied third party endorsement of a company to enhanced customer relationships and industry reputation. The end result is an accelerated buying process, moving leads deeper and faster into the sales funnel towards conversion. Continue reading
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