commbasics

That takes some effort to listen and be aware of what the opportunities actually are but if you ignore them you do so at at your own peril. Throughout my career as a professional communicator I come across clients who are absolutely sure they know who their audience is. Invariably they are wrong.Let me give you an example. Many years ago I counseled a semiconductor company that had a great business selling components to Apple for the iPod. They sold almost 30 percent of all their product to Apple. They knew that Apple was never going away. In our research into the effectiveness of their content we found what seemed to be a discrepancy. We knew that there were multiple product groups that the client’s technology would fit, but they were focused only on the iPod team. We told them they needed to start a focus on development teams. They responded, “We know who to talk to, you just concentrate on putting out press releases.” Six months later, at a trade show, two Apple team managers came ...

This is our first interview in a new series on best practices in marketing technology. today we talk to James (Jamie) Morgan, vice president of global sales for SharpSpring, one of our technology partners. Most companies, we have found, that invest in new tech for marketing and sales somehow think they can skimp on professional personnel but that has been a poor model for success. The marketing automation industry is growing rapidly, one of the fastest growing industries in the world, but the tools are complex. Very few customers of the industry are making effective use of the tools and customer turnover is as high as 50 percent annually. as a result, many industry members are scrambling constantly for new customers . SharpSpring, however, ties it's business directly to marketing and communications professionals and has an admirable 2 percent turnover rate. One of the lowest in the marketing automation industry. Our discussion with Jamie shows why it is so low and why investing in ...

I received a few emails from a content services vendor this week (Here’s a suggestion…did you get my email… have you read my email…) and after getting over the initial annoyance of a rookie PR gaffe I decided to look into the suggestion while I made coffee. My response is this blog post. The vendor was Venngage which has a nifty online tool for creating infographics for distribution on digital media, and competes with dozens of similar online tools. The offer was a very long white paper on engagement that, to their credit, had no blatant push to buy their service, but it wasn’t completely subtle. The premise of the white paper is “content that people share is a good thing.” In fact, if anyone from Venngage sends you the link to the paper, I just saved you a who lot of time because you don’t have to read it now. That is all it says, but with lots of statistics before they get to the point. It’s true that a metric of content engagement is, in fact, how many people in your audience share...

In all cases we have learned that these companies, if they don’t have trainable employees, must invest in employees or consultants with the knowledge and experience. More importantly, those resources need to be dedicated to the task. With all the talk of automation replacing workers there is a dirty little secret that most people are ignoring: The need for workers to implement and maintain automation tools and to effectively analyze and interpret data from them. Companies like to buy automation technology with the belief that they eliminate the need for people and expertise but when they fail to invest in the manpower to use that technology it severely hampers the ability of the tools to deliver value. At the same time, while ROI is significantly reduced by the lack of appropriate staff, the cost of eliminating the unproductive tools increases. Nowhere is this more evident than in the area of marketing automation and online communications. Over these past two years, Footwasher Media ha...

I turned 64 this year and have been on the receiving end of scams and offers related to social security, dementia and Medicare for weeks now. I'm also getting offered senior discounts without asking. None of that has bothered me as much as getting dismissed because I'm no longer in my 30s (which bothered me as much when I was in my 20s). Today, however I had a revelation and I'm feeling much better about my age. I was doing a session with the marketing team for a small business back by telephone and was in the process of breaking down their preconceived notions about communication when the youngest member of the team asked me, "How do you know this is what our customers are thinking?" "Because I've been doing this for 40 years," I replied. "Oh." She replied.  Then one of the business owners, well into his 70s asks, "Wait a minute. You said you've been doing this fo r 40 years. How old are you?" "I'm 64....

By Lou Covey   A Footwasher Media survey discovered that most of the wineries outside of two California counties may be losing as many past customers they are gaining new. Overall, the viticulture industry is doing well. Sales of premium wine (more than $20 a bottle) is increasing steadily and California is reaping the benefit of that popularity because If you buy or consume wine in the United States, it is most likely coming from California. There are more than 3600 wineries in California alone, which produce 90 percent of all the wine sold in the United States, according to the National Association of American Wineries .  The lion’s share of that market, however, is located in Napa and Sonoma counties. Multiple marketing sources place the marketshare of those two counties between 50 and 70 percent of the total market. Because of that volume, Large Napa and Sonoma wineries can produce enough product to supply retail stores. Smaller wineries with less volume rely primaril...

Yes, yes, I know. Your customers are far too busy and intelligent to use social media and, even if they do, they do not use it for business-related activity. That’s an inaccurate belief. More than two-thirds of the population of North America and Europe are actively involved in social media on a daily basis, which means it is highly likely that your customer base does use at least one medium every day. Two bits of information came out in some conversations today regarding how to optimize search for your website. Most of the conversations were around a report on Search Engine Land where Andrey Lipattsev, a Search Quality Senior Strategist at Google, confirmed what the Google algorithms look for in search engine rankings. Here are the two most important activities you can do, based on my understanding: Engaging content is the most important thing for SEO Links back to your site The first activity is all under your control. You identify and create the content on your site and if it is se...

Engineers know a lot of important stuff. They know so much important stuff that when faced with what they don’t know they believe it to be unimportant. And since they have spent so little time learning how to communicate properly, or even learn basic grammar and spelling, it seems even less important to them. As a result, people who do know how to write and communicate are not important to them. I work in an industry that makes it very difficult to do my job, which is create content that is engaging and understandable to a wide audience and there is one primary reason for that. It’s run by engineers. Let me say, at the outset, that I hold engineers in high regard. Their ability to understand how things work and how to make them work is nothing short of miraculous. There is a reason I feel that way because I lack basic numerancy. Numeracy is the ability to access, use, interpret, and communicate mathematical information and ideas, to engage in and manage mathematical demands of a range...

By Joe Basques Footwasher Media Vice President A short piece in Entrepreneur.com looked at " 7 Inconvenient Truths About Content Marketing ” provided a nice summary of some of the major pitfalls to avoid in your content marketing program.  Anyone starting a new content marketing program, however, would be a bit discouraged in the endeavor because it did little, to tell you how to avoid, much less fix, these problems.    So let’s fill in those blanks. 1.  Strategy, Strategy, Strategy... The article points out that content marketing without strategy is essentially worthless.  I agree completely.  Strategy is the cornerstone of any content marketing program and documenting it is crucial.  Multiple research studies (Forresters and Content Marketing Institute to name two) have demonstrated that companies with a documented content strategy are seeing tremendous results from their programs with measurable ROI.  Those without a strategy are ...

As a free speech advocate I’m growing increasingly alarmed over the trend among many to limit speech that offends as well as the freedom of the press to report news. It is happening with increasing activity on college campuses and within much of our national dialog. While this is not unusual outside of the US, it’s becoming commonplace in the US. This essay was promoted when I heard Robert Scoble of Rackspace make an endorsement of the idea of filtering content that he disagrees with on his own Facebook feed.  I have a great deal of respect for Scoble. He is a journalist of integrity and an important voice for innovation in technology, but for someone like him to come out and recommend technological advances that stifle free speech by creating a freedom FROM speech was disconcerting.  Scoble’s recommendation came during the last week’s national discussion about whether Syrian refugees should be allowed into the US. The fact that I had not yet made up my own mind as to wha...

Adding the analysis as a foundational part of our methodology was incredibly important in being to understand what is happening in this clients outreach to new business, but what brought about the changes was a fundamental shift in how they communicated and the quality of their content. Last year, Footwasher Media solidifies its approach to content strategy by incorporating analysis as a foundation stone in the methodology. We partnered with several marketing automation companies and started telling prospective clients that unless they adopted and used something other than Google analytics that we could not take their business. That requirement significantly limited how much new business we took on because 9 of 10 companies and organizations were not will to use it. After almost one year of changing to the new methodology I'm happy to say that ALL of our clients are experiencing remarkable growth in their business. I've chose one particular company to highlight (that I won...

This is a real problem that could damage the effectiveness of Linkedin and maybe they should start thinking about what to do about it. Last week I published an audio interview with IdaRose Sylvester about her doubts about the value of Linkedin . She echoed some of the concerns that I expressed although I'm not about to give up on the platform as yet. She introduced me to Todd Herschberg, a former Linkedin Open Networker (LION), who she said might have had a different perspective. Not quite. In fact he agrees with her more than me. In this 20-minute interview, we got even deeper into the problems of Linkedin which focus primarily on spam and fake profiles that are proliferating on the platform. This is a real problem that could damage the effectiveness of Linkedin and maybe they should start thinking about what to do about it.  Here's the interview.   Related articles Linkedin Ads? LinkedIn Is Not Facebook, But It Clearly Wants To Be And It's Turning Away Users I...

The rising SPAM flow in Linkedin is causing some of the more valuable members to flee to other platforms. A couple of weeks ago I provided my input on the benefits and weaknesses of Linkedin and promised insights from others. The first to respond was IdaRose Sylvester of Silicon Valley Link. IdaRose is an incredible international networker, an angel investor, former analyst and business consultant and is exactly the kind of person you would expect to be a power user of Linkedin... but she is not. And for good reason.  As I mentioned in my post, the rising SPAM flow in Linkedin is causing some of the more valuable members to flee to other platforms. We recorded the interview. Check it out.   Related articles Is Linkedin a valuable business tool or a spam bucket? One man's view of the state of Linkedin LinkedIn Promises Less Email Spam

This is our second installment on our series on Linkedin and it's value and I’m going to look at it from a very selfish perspective: How I use it, where I value it and where my frustrations are. We’ll follow up with input from other sources in the next installment for perspective. First off, I’m a big Facebook user. I’m on it several times a day and I crowdsource a lot of information there. I barely pay attention to Twitter . Linkedin falls in between the two. I do a little in Pinterest , Instagram and a handful of others just to experiment and say I know something about them, but that’s where I’m focused. At the top of the value list I put Linkedin Groups , which is like diamond mining. You have to go through a lot of mud, rock and dirt to find something of great value. I participate in multiple groups, some more than others, and have launched a couple with varying degrees of success, and I regularly add and cull from my list. I’ll get into why I do that a bit later. For me, con...

Google took the issued of keywords and shoved its priority to the very bottom of SEO and pushed paid search to a specific box on their search page. Suddenly a new group of sits were climbing rapidly to the top of the search engine… traditional media sites. Newspapers, broadcast organizations and bloggers. How could that be? Because Google had changed the algorithm priorities.   Google has always kept the lid on the secrets of their search algorithm, but since the beginnings of online search, the secrets have leaked out and been discovered by very smart people. These people make up the Search Engine Optimization (SEO) industry. There are multiple points of SEO, but from the start, key words were the most important. At first, putting the words in the header of websites was the major starting point so the SEO experts, mostly web designers, made that the primary focus of their counsel to clients. Finding what the most important words were became the definer of the successful site des...