Optimize Your Co-op Marketing Program. We’ll Show You How.

Consistency is important to establishing and maintaining brand integrity. As companies grow and establish new locations or franchises, that brand consistency often becomes increasingly difficult to manage. It’s a struggle that I’ve helped many clients manage.

At Shamrock, we help companies manage their brands—and their marketing budgets—using a smart co-op marketing platform. Whether a company has two locations or 200, this online tool helps protect brand standards while creating efficiencies that reduce administrative time, and ultimately, save money.

Click to read the full story

The genius of this online tool is that it automates everyday co-op marketing program management. Because the platform is modular by design, it allows companies to use only the functions that they need, while implementing and managing those brand-driven touches (think product brochures, email campaigns, approved display ads, promotional items, etc.) directly from their desktops.

This easy-to-implement co-op marketing platform provided big results for one of our clients—a major international heavy equipment manufacturer—helping them grow the promotional segment of their business by 200%. If you’re interested in learning more about this co-op management tool, click the link to read the full story:

Are you struggling to manage marketing or co-op programs at multiple locations? If you’re interested in learning more about Shamrock’s co-op tool, I’m happy to provide a quick demo. Connect with me at klawlor@shamrockcompanies.net.

Kathy Lawlor 

Successful Marketing on Pinterest: Lessons from 5 Leading Brands

With more than 291 million active monthly users, Pinterest has become the go-to resource for everything from recipes, to makeup tutorials, to vacation destinations. Pinterest positions itself as the world’s catalog of ideas—but it’s also a prime channel for brand marketing: In a recent survey, 96% of pinners said they use Pinterest to research purchases—and 87% have purchased a product because of a pin.

If you’re marketing to women, then make sure Pinterest is part of your strategy: As of 2019, 79.5% of Pinterest users are female (Statista), which is significant: Women ages 25 to 54 make 80% of the buying decisions in U.S. households—and Pinterest is a valuable part of their purchasing journey.

• 83% of women on Pinterest use it to plan life moments, compared to 44% for Instagram and 53% for Facebook
• 43% plan on getting their ideal home within the next five years
• 50% plan on taking a vacation in the next 6 months

So, what does it take to be a standout on Pinterest among the more than 75 billion pins? Following are five lessons from top brands that are killing it on the social media channel, building brand loyalty one pin at a time.

1. Offer variety. Don’t pigeon-hole your brand. With 4.5 million followers, upscale fashion retailer Nordstrom is one of Pinterest’s most recognizable brands. They’ve created a devoted following by casting a wide net—men’s fashion, prom, handbags, denim, baby. With 443,000+ pins on 78 boards, you’re sure to find something that speaks to you at Nordstrom.

2. Find a common thread. Specialty retailer L.L. Bean is a great example of how to make a brand connection by appealing to your audience and their interests. With 5 million followers, they’re doing it right: Boards like Outdoor Fun and Take Me Fishing draw pinners to the brand based on lifestyle, activities, pursuits, etc.

3. Provide value. Give them more, and they’ll keep coming back: Home improvement retailer Lowes goes above and beyond basic product info—they also provide step-by-step tutorials to show pinners how to use those products to complete DIY-projects.

4. Make it user-friendly. How many times have you searched for an item online but then struggled to find a retailer to make the purchase? Global marketplace Etsy simplifies the process, allowing you to search, pin and purchase products directly from your digital device.

5. Keep it subtle. Instead of leading with a product pitch, why not welcome your audience in like a good friend? Lauren Conrad does just that—her Pinterest page feels like that of any user, rather than that of a brand. With 1 million+ followers, she shares inspiration and introduces new ideas and products with fellow pinners without making a hard sell.

Which brands are most prominent on your Pinterest feed? I’d be interested in your feedback. emoriarty@shamrockcompanies.net.

Ellen Moriarty

Dead Sales Leads? Revive Them With Strategic Lead Nurturing.

When we’re making a purchase, most of us shop around for the best deal—or the best quality, or service, or all of the above. Which is why most leads don’t immediately convert to sales, regardless of where they enter the sales funnel.

According to MarketingSherpa, 73% of leads are not ready to buy when they first give you their contact details. This is where lead nurturing comes in: These strategic campaigns work to create relationships and encourage consumers or businesses to become active prospects, and eventually, customers.

Now more than ever, we’re finding that people don’t want to feel like they’re just a number; they want a personal connection. And above all, they want content that’s relevant to them. 

A recent article in Entrepreneur magazine concurs: “You can no longer create a single funnel or lead magnet and expect success. Your audience are at different stages, and your job as a marketer is to give them the right content at the right time.”

Click to watch the video

Again, it’s about getting personal: It’s important to first build intimacy with your audience—you can’t sell 24/7. Work to create relationships by providing value and quality, not quantity. Do that by considering where your contacts are in the sales funnel. The Entrepreneur article explains that scenario, placing prospects into three buckets:

• The Sidewalk: Those who are not aware they have a pain or problem
• The Slow Lane: Those who are aware they have a problem, but don't know enough about the process or methodology to move forward
• The Fast Lane: Those who are ready to commit to a solution, but need more information about what the solution is

After you identify where your leads fall, create specific messaging for each: This brings intimacy into your lead generation and becomes relevant to the right people at the right time:

• People in your sidewalk are not aware of their problem, so you need to produce micro content that illuminates their pain.
• If they're in your slow lane you need to educate them about your process, which means more in-depth content (articles, guides, videos, etc.).
• Once they enter your fast lane, you can share intimate and detailed content with them, such as webinars, training sessions and phone calls.

Shamrock helps our clients manage lead nurturing campaigns—making meaningful, personal connections (with the right message, at the right time) using an automated marketing platform. Click on the link below to view the short video:

https://www.youtube.com/watch?v=V6zPIm0ulT4&index=4&list=PLBXEp-Xkv428t20SFEawKhpQq7DtoXEXr

How do you nurture your sales leads? If you’re interested in learning more about content strategies and automated tools for lead nurturing campaign management, connect with me on LinkedIn.

Ellen Moriarty

Happy 4th of July!

Tips for marketing to new movers

If you market your products or services to consumers, there’s a viable opportunity for expanding your customer base right in your own backyard. The target: New movers. With more than 35.5 million Americans moving annually—the majority in June, July and August—this consumer demographic offers immediate potential this summer.

Eager to establish themselves in their new homes and communities, new movers are prime new-customer prospects for a variety of businesses:

• Home services contractors: Landscapers, pest control, painters, plumbers, interior decorators
• Retailers, restaurants, food delivery services
• Banks/financial institutions
• Physicians, dentists, emergency-care clinics, fitness centers/gyms
• Salons/barbers, dry cleaners, tailors
• Schools, daycare centers, kids’ camps and enrichment programs

New mover campaigns bring a higher ROI than other customer acquisition methods. If you can capture the business of a new mover, you have a higher chance of keeping that business for as long as the consumer stays in the home.

Click here to view

So, how do you make that initial contact count? At Shamrock, we help businesses make powerful connections with consumers through integrated branded marketing campaigns. Here’s a few new mover campaign tips:

Start with solid data. Using data analytics, gather information about these potential customers—details that will help to shape focused, targeted messaging and delivery methods that resonate with new movers and bring them to your business.

Speak their language. According to realtor.com, millennials will lead the way in number of mortgages in 2019, accounting for 45% of the market. They’ll be followed by Gen Xers at 37% and baby boomers at 17%.

With millennials leading the new mover demographic, be sure to engage with them using channels where they spend their time: video, email and social media.

Maintain brand consistency. Integrated campaigns include multiple touches: Direct mail postcards, emails, social media, event-based marketing, and signage. While messaging should vary based on channel and target audience, be sure it remains consistent with your brand.

Test and redeploy. An essential part of comprehensive program management is post-campaign reporting—and then redeploying in segment areas, as appropriate (i.e. follow-up email or social media touches)

If you’re interested in learning more, I’d like to share with you some of our new mover marketing success stories. Connect with me jbanks@shamrockcompanies.net or call me direct at 440.250-2166.

John Banks

Improve ROI with These Trade Show Marketing Tips

In a world ruled by digital interaction, establishing authentic, face-to-face connections is good for business. Trade shows are great for fostering that one-on-one interaction while providing a host of growth-driving opportunities like generating sales leads, attracting new partners or buyers, and creating and furthering brand awareness. 

If you’re not doing so already, these events should be a central part of your marketing strategy—especially if you’re launching a new product or service.

• 92% of trade show attendees say their main reason for attending trade shows is to see new products being featured. (CEIR: The Role and Value of Face to Face)

To be sure that you’re maximizing your trade show effort, consider these tips:

Keep it simple. Attendees should be able to quickly identify your brand and your product/service based on booth signage. You only have a few seconds to grab their attention, so make your booth simple yet memorable—and inviting: You want to draw people in.

Be consistent. As with any marketing channel, be sure to implement elements in your trade show that are consistent with your brand messaging strategy. A trade show shouldn’t be viewed as a separate event, but rather, as part of your seamless brand marketing effort.

Provide value. Give attendees what they came for—information about a new product or service, an enticing product demo (live or video), suggestions for using your product in a new or different way, etc.

Capture attendee data. This is the ideal venue for building your database; consider launching a contest or giveaway that requires people to provide their contact info.

Make it interactive. To engage attendees and encourage interaction with your brand (for a lasting impression) feature a prize wheel, an interactive video wall, photo op, VR experience, etc.

Give them a reason to stay. Provide comfy seating, charging stations for phones and laptops, light snacks or beverages, or a compelling video

Offer a quality giveaway. Everyone likes to free swag, but only if its practical. Be thoughtful about what you give away…instead of handing out stacks of product literature, provide a jump drive with your product info pre-loaded   

What brand had the best booth you’ve experienced at a trade show? Chime in on our Facebook page.

Ellen Moriarty

Use print to magnify your digital marketing touches

In today’s digital-driven marketing world, we’re learning that print is more relevant than ever. While social media and influencer marketing still have their place, print marketing remains strong because of its perceived value: A tangible printed piece, like direct mail, makes a memorable brand connection with a shelf life that outlasts a typical social media scroll.

Here’s a few recent statistics that underscore the influence of print:

• 86% of shoppers bought an item after first seeing it in a printed catalog (misterclipping.com)
• 76% of households read direct mail ads. (AllianceBusinessServices)
• 39% have tried a business for the first time because of direct mail advertising (Canada Post)
• 51% prefer companies use a combination of mail and email when communicating with them. (Canada Post)

When used as part of an integrated media strategy, print can greatly enhance digital campaigns, acting as a multiplier to boost digital efforts. Incorporating both digital channels and tactile touches is essential to marketing success. Here are four ways to put print to work to promote your brand:

Personalization. Customized content creates unique value—and greater relevance. Personalization used to be a novelty; but today, people expect products and services to be adapted and relevant to them: The more you connect with your audience through personalization, the more resistance is dropped. Making a personalized connection increases customer engagement with your brand.

Print & digital integration. Blending online and offline channels as part of an integrated marketing strategy is the key to driving higher conversion rates and making lasting brand impressions. Use your print media to link your audience back to your blog, a landing page, an exclusive video, website or to one of social media channels.

Custom/unique coupon codes. Using a unique coupon is a smart strategy for not only increasing customer engagement but also in gathering personal data about your target audience. Unique coupon codes generate higher ROI than generic coupon codes because they cannot be shared or reproduced—they are aimed at an individual, which creates a more personal connection and an exclusive feel.

Texture. A study from the University of Iowa found that haptic (touch) memory is the type of memory that has the strongest impact on the human brain. The physical act of holding something makes a stronger connection with the audiences. And so, using print media engages our haptic memory, creating lasting brand awareness. Adding glosses, raised ink, embossing, matte finishes—these create interesting texture for even greater brand connections.

Have any of these print strategies worked well for your brand? Do you have other ideas for incorporating print in your marketing program? Join the conversation on Facebook.

Ellen Moriarty

10 Tips for Building Brand Loyalty

Does your brand have a dedicated following? Whether you sell pizzas or insurance policies, brand loyalty matters; it’s good for business. Attracting and maintaining customers long term ultimately leads to increased profits: According to Adobe, repeat customers buy nearly 30% more items per order than first-time shoppers and are nine times more likely to convert than first-time shoppers.

So, how do you drive brand love when immediate access to your competitors is just a click away? Here’s a few ideas for attracting and keeping customers:

1. Establish your brand identity. Know who you are—and then stick with it, using consistent messaging from the top of the sales funnel to the bottom, as well as across channels.

2. Make it personal. Develop messages that are tailored specifically to your target audience: That personal connection makes your customers feel like you are speaking directly to them, not to the masses.

According to an Infosys study, 86% of consumers surveyed said personalization plays a role in their purchasing decisions—and 73% said they preferred to do business with brands that use personal information to make their shopping experience more relevant.

3. Listen to your customers. Find out what they want or need—and then dig deeper: Why? How? Answering these important questions can help you better align your products/services/delivery methods to better meet customer needs and expectations. What’s more, we all like to be heard. Asking for feedback sends a clear message to your customers that their opinions matter.

4. Provide Raving Fan customer service. There’s a lot of competition out there touting better, faster, less expensive products/services, so exceed their expectations with standout customer service. Do the unexpected things that let your customers know you care: Make a follow-up phone call, send a personal email, share an article or video that aligns with their industry or interest, or surprise them with breakfast for their next staff meeting.

5. Prompt ongoing brand experiences. Keep your brand front of mind by making connections with your customers at various times during a transaction or program experience using blogs, emails, social media prompts, and more. In this age of immediate access, out of sight means out of mind, so keep your brand relevant with frequent, strategic touches.

6. Create Community. Engage with your customers and ask them to share photos of themselves at your event or using your products on social media—facebook, Instagram, twitter, Pinterest. Shared posts on these channels will start a conversation about your brand, and will also foster an emotional connection—think happy, exciting, motivating, inspirational, etc.

7. Innovate. Quality counts, as does innovative product/service offerings. By continuing to improve, evolve and introduce new products or solutions, your customers will associate your brand with what’s next.

8. Create a consistent experience. Give your customers the quality and the experience they have come to expect from your brand, every time. Example: I know I’m going to get the same bold cup of coffee from a new Starbucks location as I do when I visit my regular store—that consistency is expected.

9. Be transparent and honest. If there is a customer service issue, a product problem or a mistake, own it. Your customers will appreciate hearing directly from you, rather than through another source.

10. Recognize loyal customers. Whether you offer points for transactions, reward service anniversaries, or simply connect with customers who have been with you for a while, it’s important to show existing customers that you appreciate their business. And, a customer loyalty effort is less expensive than spending marketing dollars on new-customer development.

Do you have any tips that you’d add to this list for boosting brand loyalty? Please share your thoughts on our Facebook page.

All the best,
Tim Connor

Use AR to improve the customer experience & drive engagement

When was the last time you browsed through a catalog and then picked up the phone to place an order? If you’re like most Americans, it’s been awhile: There are 217.1 million online shoppers in the United States—a number that’s projected to reach 224 million this year (Statista). So, how does that impact print marketing for retailers and other brick-and-mortar businesses?

Augmented reality (AR) is one answer. AR can be used to bridge the gap between print and digital, allowing customers to enjoy an immersive experience with your brand.

AR has changed how we interact with brands—and from a marketing standpoint, it has rewritten the rules of engagement. Now, print media can also be interactive. Once-stagnant displays or catalogs can spring to life using AR technology.

Here’s how it works: AR embeds virtual content layered over a real-world object, making a powerful, immediate connection with the user by providing information in a memorable or more convenient way (i.e. clicking on or scrolling over an item in an ad, which triggers the display of the item name and cost on the host website). The revenue-generating potential that AR provides is incredible.

According to a study published by the ISACA, 62% of consumers believe augmented reality has the potential to improve the shopping experience. In addition, AR has reached revenues of about $428 million in 2018, with that number expected to explode in the next few years, with display ad and visual search revenues via AR totaling more than $2.6 billion by 2022.

This case study from Brand United details how an AR-enabled catalog improved the customer experience and boosted retail sales by 3% for automotive brand Quadratec:

According to Statista, the global market for AR is projected to grow to approximately $90 billion in the next two years. In addition, revenue generated by AR is expected to be three times higher than virtual reality (VR).  And that’s because AR is so versatile and accessible for consumers. It can be customized to hit your audience when and where you want: geo-tagged for proximity-based marketing campaigns (think festivals, annual meetings, sporting events, etc.). AR can be used to create engaging customer experiences like taking customers on a virtual tour of a new property or helping customers easily locate your products—all from their smartphones or tablets, all with a couple of clicks.

AR also helps us become better marketers: Because AR interaction is trackable, we use the data from the experience to strategically plan the next step, modify the message, shape future campaigns, and so on. Where do you see AR fitting into your brand marketing?  If you’re interested in learning more, connect with me on LinkedIn.

Tim Connor

Will your brand survive the next social media blackout?

A few weeks ago, Facebook and Instagram experienced outages, leaving users frustrated—and brands in the dark. Unable to post content and connect with their customers, many businesses lost revenue.

So, what’s the lesson? The social media blackout is a great example of why integrated, multi-channel marketing is so important for brand success. Placing all your marketing eggs in one basket—or relying too heavily on one central media strategy—is risky.

A recent article in Entrepreneur magazine reinforces that point, “you can’t build the foundation of your business on someone else’s platform.” The author argues that brands must protect and maintain the assets that they control: their websites and mailing lists. (read the entire article via the link below)

https://www.entrepreneur.com/article/330200?utm_source=newsletter&utm_medium=email

While I agree that your website is an owned marketing asset that’s central to maintaining consistent and reliable brand-driven connectivity with your audience, I’ll take that one step further: For your brand to survive and thrive in today’s digital marketing arena, you need to establish relationships with your customers—connections that are guided by an integrated, cross-channel marketing plan.

This strategic plan should be revisited and updated on a regular basis:

• Website. Ensure your website is primed for business: Your messaging should communicate who you are, what you do and the value you offer. Be clear and concise, using strong CTAs (call to action) that prompt action.
• Email marketing is essential to brand success (72% of consumers prefer email as their primary means of communicating with brands). Optimize this channel by updating/maintaining your mailing lists; and use drip campaigns to keep your brand front of mind. Test your emails and redeploy campaign elements as needed.  
• Product packaging. Review your current packaging: Does it provide an opportunity for customers to interact with your brand—either physically or electronically? Consider incorporating ways for users to consume your content or experience your brand using elements such as augmented reality or video.  
• Promotional and printed products. How are you making brand impressions with your audience? Use tangible touches—like promotional products or unique printed items—to make those connections. Brainstorm ways to incorporate these items into your marketing plan, as they have a longer shelf life than digital ads or social media posts.

Social media is like most technology: It’s great—until it doesn’t work. Of course, social media is important and essential in brand marketing. But always, balance is key. To ensure your brand weathers the next social media blip, have a diversified plan.

Good luck,

Tim Connor

Make Culture Happen. blog part 2 of 2

Picking up where we left off last week…

At Shamrock, our unique corporate culture is borne from the intentional work that we do—and most importantly, the way in which we do that work. Our charge is to help individuals and companies perform at their highest levels. Here’s how we make that happen for each of our key stakeholders: 

Individual Employees. What attitude do you bring to work every day? How does that affect the people around you? We encourage and celebrate the four key concepts in the book FISH:

1.    Play – Have fun! Take your job seriously, but don’t take yourself too seriously
2.    Make Their Day – Find a way to make someone’s day, every day!
3.    Be Present – When talking to someone, give them your full attention
4.    Choose Your Attitude – Bring positive energy and enthusiasm to work every day

Implementing these principles is likely to make you better at your job and happier in your work.

The Company. We believe in nurturing a workplace environment where everyone works to make each other better. The book Gung Ho! provides some great guidance with three simple principles:
•    Worthwhile work – everyone’s work is worthwhile and important to the company’s success
•    Empower employees with the control to achieve the goal
•    Cheer each other on!

Work to reimagine your workplace: Create an office/warehouse/jobsite where people are free to ask questions and challenge the status quo. Celebrate teammates through continuous encouragement and positive feedback—this creates a cohesive sense of team comradery where everyone achieves more.

Community & Charity. We believe in giving back and helping others. And we do it together. Shamrock’s Culture Club keeps our team engaged with events like blood drives and kickball games, volunteering and charity fundraising. This provides quality time together away from work, and makes our employees feel better about themselves and the company they work for.

Our Clients. Satisfied clients are not enough; we want our clients to be Raving Fans! In his book, Ken Blanchard explains the three secrets of Raving Fans Customer Service:

Step 1: Decide what you want - Create a detailed vision of your future customer service model centered on your customers.
Step 2: Discover what the customer wants - Be prepared to alter your vision in response to your customer’s feedback and individual needs.
Step 3: Deliver your vision plus one percent - To create a raving fan you need to exceed on delivery of your customer service promise each time the customer deals with you, the customer needs to believe that they can count on you again and again. Consistency creates credibility!

Also consider that Raving Fan clients are less likely to leave, and more likely to offer additional opportunities and expand your business relationship.

Again, at Shamrock, we believe in being more than a company that provides great marketing related products and services. We believe in helping individuals and companies perform at their highest levels. We’ve created a culture where having a positive attitude and helping and cheering each other on is expected. We are proud of our commitment to giving back, and we celebrate when our clients send Raving Fan thank you notes because we’ve succeeded in exceeding their expectations.

We are a trustworthy, effective, and likeable company. Yes, culture matters!

If you’ve got questions about how to implement a corporate culture program like ours at your company, connect with me at bdegarmo@shamrockcompanies.net.

Good luck!

Bob De Garmo

Convert Leads Using Customer Personas. Here’s How.

In last week’s blog, we talked about the importance of creating customer/buyer personas to drive better marketing outcomes—and what kinds of information you should include in those profiles. Remember, you’re digging deep to uncover basic data, as well as habits, interests and other preferences: This information helps you to create an avatar of your target customer(s). By speaking directly to this persona and addressing his/her needs or expectations, you’ll make a stronger brand connection. 

So, where do you get that important data to build your customer persona(s)? Here are a few ideas:

• Conduct in-person interviews with your current customers.
• Survey your current customers. 
• Survey your ideal customers. 
• Dive into your business data. 
• Research your Google Analytics website traffic. 
• Engage in social media listening. 

Source: Hubspot

The goal is to put yourself in your customer’s shoes to create a detailed and accurate profile. And then, to use that information to your brand advantage by aligning your marketing plan to connect with your buyer persona(s). Here’s some examples of how you can put those personas to work to convert leads: 

• Use social media channels that align with your customer’s habits (i.e. spend your time where your customer hangs out) 
• Create brand messaging that speaks your customer persona’s language—and that also resonates with his/her value system
• Provide special offers that solve your buyer’s problems or add value to their lives
• Cater your content to your buyer’s preferences: Write blogs, whitepapers and ebooks and/or create videos that speak directly to the needs and interests of your buyer
• Co-market with companies or influencers that your customers like or frequent: Co-sponsor an event, feature them as a guest blogger, incorporate their product or service in your promotional campaign, etc.
• Use dynamic content on your website to speak directly to your target buyer
• Optimize your landing pages: Run A/B testing to see which CTAs resonate with your target customer
• Audit your existing content—make sure it speaks to your customer persona(s). If it doesn’t fit the model, update it or eliminate it altogether

Are there other ways you’re using customer personas? Share your thoughts with us on Facebook.

Ellen Moriarty

Use Customer Personas for Better Marketing Outcomes

Microsoft reports the average person’s attention span is just eight seconds. That’s not surprising given the amount of content we consume every day: According to the American Marketing Association, we are exposed to up to 10,000 brand messages a day. So, as a marketer, how do you make sure your customers don’t simply scroll right by your content?

Make it personal.

By connecting with your audience in more personal and relatable ways, you make stronger and more memorable brand connections. So, it follows that the best way to make such connections is to first get to know your audience or your customers—and then create campaigns that speak directly to them. This is where personas come into play.

Hubspot describes them well: "Buyer personas are fictional, generalized representations of your ideal customers. Personas help us all -- in marketing, sales, product, and services -- internalize the ideal customer we're trying to attract and relate to our customers as real humans. Having a deep understanding of your buyer persona(s) is critical to driving content creation, product development, sales follow up, and really anything that relates to customer acquisition and retention.”

To develop accurate customer personas, research is essential—you have to dig down beneath the surface to gather the personal data about your customer that paints a crystal-clear picture about who they really are:

• What is their age and gender?
• Which social media platforms do they use: Are they Facebook devotees or all Snapchat?
• What TV shows do they watch: 60 Minutes? Game of Thrones?
• What are their values: Are they intent on making a difference through social change? Strong supporters of U.S. veterans?
• What are their digital habits: Primarily PC users? Do they shop using Alexa? 

Click here for a handy persona outline graphic.

The more questions we ask and the clearer “customer” picture we paint, allows us to be more effective in our marketing efforts. Next week, I’ll continue with this topic, offering some tips for where to go to get this valuable customer data and then, what to do with it.

Ellen Moriarty

Build trust by humanizing your brand. Here’s how.

Is your brand trustworthy? While you may be strong in your conviction, your answer might not resonate with today’s consumers: According to the 2018 Edelman Trust Barometer (the industry standard for measuring consumer trust) only 48 percent of Americans trust businesses—and that number is on the decline.

So how do you build trust among leery consumers? One way is to simply get real, making memorable connections with your audience by showing the “human” side of your brand.

A recent article in Entrepreneur magazine reinforces the argument for creating authentic, transparent connections with your customers: “according to PwC’s Global Consumer Insights Survey 2018, more than one in three consumers surveyed ranked “trust in brand” among the top three factors, other than price, influencing their decision to shop at a particular retailer. How do you get consumers to trust your company? You do it by showing them the human side of your brand.”

Read the full article here or continue reading for a summary of Entrepreneur’s tips for making a human connection with your brand:

Make them laugh. It’s ok to show your not-so-serious side. A little levity goes a long way toward breaking down barriers. The article contends that “showing your more playful side will help consumers see that you’re not just a business focused on selling a product; you’re a human who can put aside your seriousness and have some fun.”

Create original funny content or share popular or existing posts that will get people laughing: That carefree feeling is what consumers will then associate with your brand.

Introduce your team. Authentic content that showcases your team and/or your operations is a great way to put a face with your business. Candid photos, videos, meet-the-employee spotlights, a glimpse behind operations—these are simple ways to put your brand out there in a very human way.

Share user-generated content. “This works to humanize your brand in two ways: First, it’s exciting and flattering to the user who gets his or her photo featured on your website or social media feed. Second, it shows other consumers that you have great relationships with their peers and that those people already enjoy your products.”

Tell authentic stories. Don’t spend all your time talking about how great your company is; humanize your brand by sharing authentic stories about your failures, hardships and lessons that you’ve learned—this will help customers better relate to you.

Show appreciation for your customers. “Letting your customers know that you care about and appreciate them is one of the best ways to humanize your brand.” Consider sending your best customers company swag; offering special discounts; or simply connecting with a personal message or hand-written note. That personal touch goes a long way toward creating raving brand fans.

This “human” directive is one we’ve been incorporating on our Shamrock twitter feed—and we’re seeing positive results. What’s been your most successful “human” marketing touch? Chime in our Facebook page.

Ellen Moriarty 

Email Marketing Tips for 2019

Despite the pervasive draw of social media posts, shares and double-taps, email marketing emerges as a solid investment for your brand: Email has a median ROI of 122%—that’s more than four times higher than other marketing formats, including social media, direct mail and paid search (Direct Marketing Association and Demand Metric).

Looking to make the most of your next email marketing campaign? Here are a few tips that can help boost your click-through rates:

Optimize for mobile. If your email platform isn’t mobile-friendly, you’re missing the boat. According to Adestra, in 70% of cases, if the message doesn’t display correctly on a mobile device, it’s likely to be deleted within 3 seconds. Taking that one step further: Make sure your content is easy to digest: succinct, to-the-point copy using clean fonts and graphics is easiest to read on smartphones and tablets. 

Segment your list. One-size email marketing is out; personalized brand connections are in. By segmenting your distribution list, you can tailor your email message to speak directly to your audience based on region, market, age, gender, etc. The result is a more relevant and personalized brand touch.

Be authentic. With the rise of # sponsored ads, more consumers are craving authentic brand connections. One simple way to incorporate that personal touch in your emails is to use storytelling—share your brand story, focus on customers interacting with your products/using your service, show a behind-the-scenes glimpse of your team or operations. This makes your audience feel included in your brand journey.

Automate your email. Automated or triggered emails deliver an astounding 624% higher conversion rate than everyday business emails (Venture Beat). A few ideas for triggered email content include: Welcome, Thank you (post sale or post meeting), Upsell opportunity, or Milestone event.

Solid subject line. No matter how compelling your email content, you’ve got to get them to open it first: 33% of email recipients open email based on subject lines alone (Convince & Convert). And don’t be afraid to get personal: According to Campaign Monitor data, a personalized email subject line boosts open rates by 26%, and increases click-through rates by 14%.

Video, video, video. We know by now that video helps drive people to your website. But according to eMarketer, video in emails can also increase clicks, shares, and forwards as much as 50%.

Clear call to action. Your email content needs to be compelling, relevant—and it also needs a strong CTA, even if it is as simple as asking the reader to share on twitter or click through to a landing page. Consider using words such as “now” or “today” or add an incentive to help boost participation.

Time it right. The day of the week and time of day your email is sent effects open rates. Research from GetResponse shows that Tuesday is the best day of the week to send emails (followed by Thursday and Wednesday); and 10 a.m. is the best time to hit send.

Know your audience. It sounds like an obvious rule of thumb, but too often marketers ignore their loyal base of customers, members or donors because they are too focused on chasing new prospects. Existing customers are one of the biggest untapped resources in marketing: The probability of selling to a customer is 60-70% (compared with 5-20% for new prospects).

Email marketing requires nuances, that when considered, can drastically improve your chances of making memorable brand connections. If you’re interested in talking about email marketing solutions for your business, reach out to me at emoriarty@shamrockcompanies.net.

Ellen Moriarty

10 Marketing Trends to Watch in 2019

 Marketing is being shaped by emerging technologies, methods and patterns. 

Deep Patel
VIP Contributor
Author of A Paperboy's Fable: The 11 Principles of Success 

It's difficult to predict which methods will connect with consumers most effectively in the ever-changing landscape of marketing. Just when marketers believe they understand their audience, a new technology, new behavior or even an entirely new audience alters everything.

That said, it’s practical to reflect on the past year’s patterns and pay attention to growing trends that will influence next year’s success. Here are 10 marketing trends you would be wise to keep your eye on going into 2019.

1. The marketing funnel is shifting.
The current marketing funnel accepts anyone, assessing them for profitability and rejecting them if they’re deemed unfit. As John Hall writes in Forbes: “Too many companies see customers as gatekeepers to wallets; meanwhile, customers feel ignored at best -- and insulted at worst -- when the journey ends.” Rather than opening up a marketing funnel that swallows whoever it can, businesses are starting to efficiently leverage content to target niche audiences.

Reaching out to people who are more likely to be interested in your brand is not only more cost-efficient; it’s also more sustainable and less time-consuming. Consumers do not want businesses to gloss over them; they seek legitimate trust and genuine relationships.

2. Content is everything.
In the current climate, content is everything. You already know that you need to entice your audience: inspire them, provoke their thoughts, excite them or appeal to their emotions.

The goal is not to simply put content in front of people and hope they respond to it, but rather to encourage them to share and engage with it. Content -- whether it’s an article on an outlet or a video on social media -- opens the door for two-way communication, which is crucial for building trust and letting customers know that you appreciate their business.

3. Chatbots aren’t going anywhere.
Customer service is essential, but not everyone feels comfortable talking to a real person on the phone or has the time to do it over email. That’s what makes chatbots so convenient. These are little AI helpers integrated into websites that can answer questions and fulfill requests quickly -- and many can accomplish this without sacrificing personality.

Grand View Research reports that the worldwide chatbot market will reach $1.25 billion by 2025, growing at an annual rate of 24.3 percent. Forty-five percent of end users actually prefer turning to chatbots for customer service, so if you have one, you can win the allegiance of people who enjoy interacting with these little programs.

4. AI continues to grow.
On a related note, artificial intelligence is growing in prominence. It makes data analysis more efficient, can target potential leads rapidly and can perform tasks that humans struggle with. Sometimes it takes the form of advanced machine learning, but even Netflix’s recommendation system that suggests new TV shows to watch is technically AI.

AI can also monitor consumers’ online patterns and help you understand their behavior in real time, though there are legitimate concerns about whether this is ethical or not. Even if you decide not to take advantage of AI in this way, however, it’s smart to pay attention to how consumers react to it and whether your competitors use it.

5. People are cautious about security.
Every company should ensure that its security is thorough. Even if customers do not notice it, they deserve the utmost respect when it comes to their privacy, data and financial details. Not every company promises this, though -- and customers are starting to notice. With the General Data Protection Regulation (GDPR) taking effect in Europe this year, consumers are beginning to pay more attention to how businesses handle their information.

Talk about your security with customers. What makes it better than others? In an economy where people are rightfully cautious about hacks, leaks and theft, they will favor establishments that can promise them the safest business experience.

6. Voice search is getting louder.
According to Search Engine Land, voice-based commerce sales in the United States reached $1.8 billion in 2017 and are projected to reach $40 billion by 2022. Yep, that’s 40 billion! This trend means 2019 is the year to get ahead of the game.

Voice searching is an ingenious bit of technology. After all, who doesn’t like being able to simply say out loud to the nearest smart speaker, “Place an order for school supplies”? Not only does voice searching make it easier to find information online without pulling out a device; people love it because it reduces their screen time. Next year, make sure you’re optimized for voice searches.

7. Vertical video is on the rise.
You already know that video is imperative. It used to be one aspect of your marketing strategy, but now you need an entire strategy just for your videos! People watch countless hours of video every day, and YouTube is the largest search engine after its sibling Google. Whether it’s on Facebook, Instagram or some other platform, video is not going anywhere.

However, people do not always like turning their mobile devices to the side. Instagram -- one of the most popular social media platforms at the moment -- launched IGTV in June for the express purpose of watching videos in vertical mode. IGTV allows longer content, so you could publish animated videos, demos, interviews, case studies, 360-degree virtual reality, live streams and more. Your social media strategy needs to keep vertical-form IGTV videos in mind.

8. It’s time to focus on Gen Z.
Gen Z is getting older, which means they are beginning to enter the workforce and possess buying power. You might recall how marketers scrambled to understand millennials (there didn’t seem to be an industry they didn’t kill -- but hey, they’re just broke and much harder to lie to), so now is the time to pay attention to Gen Z.

It is impossible to make monolithic statements about members of the second-youngest generation, but you should remember a few things: they seek authenticity, and they prefer socially responsible businesses. They’re growing up in a scary world and a struggling economy, so they’re more likely to turn to companies that make the world a better place.

9. Visual searches are taking off.
Besides voice searches, can you name another kind of search method on the rise? Visual. Google has long enabled reverse-image searches, but new camera technology makes it possible for people to take a picture of something in the real world and find information about it.

Pinterest launched its Lens feature back in February, and the social media platform reports that its users conducted over 600 million combined monthly searches with it. To leverage the power of image searching, don’t neglect Pinterest in your marketing efforts, and optimize your site (and social) images for SEO.

10. Influencers have different identities.
Influencer marketing is also a classic social media strategy, but who influencers are is beginning to change. Companies previously relied on celebrities to convince people that products are worth buying, but consumers are now leaning toward their peers.

The frozen-food retailer Iceland, for instance, recently switched from celebrity marketing to partnering with “real” people (micro-influencers) because their customers -- mothers, in this case -- trusted other mothers above brands and so-called industry experts. Next year, adjust your influencer marketing strategy according to who your audience is most likely to respond to.

Marketing is becoming increasingly complex, so it’s practical for marketers to keep their eyes on emerging technologies, methods and patterns.

Setting Goals for Business Success in 2019

I’m a big believer in the power of planning. It’s that time of year again when many of us look back at our progress over the past 12 months, reassess our path, and develop a plan for making the most of the year ahead.

An article in Inc. magazine by Aha! CEO Brian de Haaff talks about the use of planning to achieve success in business. Here’s what he says: “Successful people take a methodical approach to setting career goals. It starts with defining what ‘success’ means to them, then building a career roadmap to achieve that vision.”

It all starts with a plan that defines where you want to go. de Haaff suggests that you come up with a career sentence—the overarching vision for your professional life. “Your sentence could be specific, such as ‘Help build software that changes the way people interact with their doctors.’” Or it could be more wide-sweeping, like “Provide world-class customer service.” Once you’ve set your destination, you can focus on the goals that will get you there.

Here are de Haaff’s five steps to setting career goals:

1. Make it real. Making measurable career goals and setting success metrics will help ensure that your career roadmap is realistic. With those benchmarks in place, you can track your progress in a meaningful way.
 
2. Push yourself. Your career roadmap should be a challenge, not a cakewalk. If your goals don’t make you at least a little bit uncomfortable, then it’s time to set your sights higher. Push yourself in your overall vision and in the tasks that will carry you there.

3. Write it down. Research shows that people who write down their goals are significantly more likely to achieve them. One of the many benefits is that it forces you to think about what you want to achieve in a concrete way.  If you have a hard time finding the words to explain your goal in a sentence or two, you probably have not thought it through.

4. Share your plan. Another benefit of writing down your goals is that it makes it easier to share them. Once you’ve told your friends and colleagues about your goals, you will feel a sense of disappointment if you do not follow through. Accountability is a great motivator.

Credit: Getty Images

5. Visualize your success. A common practice of high achievers is visualizing success. Sports psychologists teach elite athletes to picture themselves connecting with the fastball, kicking the field goal, sinking the putt. You can do the same with your long-term career goals and the efforts that will get you there. Use positive visualization to motivate yourself to work harder.

Read the Inc. article by clicking the link below:
https://www.inc.com/brian-de-haaff/how-successful-people-set-career-goals.html

Take the first step in driving success in 2019 by creating your career sentence and then setting your goals. After that, it is all about commitment and follow-through.  Establishing a set schedule to monitor your progress, whether that’s daily, weekly or monthly, will help get you there.

If you’re looking for someone to share your goals with and hold you accountable, connect with me and I’ll do the same. bdegarmo@shamrockcompanies.net

Good luck!
Bob DeGarmo 

Website Lead Generation Tips You Need to Know

You wouldn’t meet with a prospective customer without being prepared to discuss the value you bring to the table; that would be an opportunity missed.

Similarly, you don’t want visitors to log on to your website without providing them with essential information and a means for continued dialogue. Website lead generation tools do just that: They engage the visitor and provide them with important information, while allowing you to gather valuable data about them, as you nurture the lead and prompt continued conversation surrounding your brand.  

According to Forrester Research, companies that nurture their leads see 50% more sales-ready leads than non-nurturers, and at 33% lower cost. So, it makes good business sense to prime your website for lead generation. Following are tips and tools to help you convert visitors:

1.  Use forms (more than one) – Make it easy for visitors to contact you using content forms that are brief and to-the-point (you can gather more details later).

Use multiple forms throughout your site based on page content and site placement; and follow up with A/B testing to see which form(s) are getting best results.

2.  Include basic CTAs throughout your site, including on the homepage – Consider your end goal and then work backwards with thoughtful calls to action: Offer a perceived “value” with each, such as a free demo, a whitepaper, a free trial, special promotion, etc. Next, route these recipients into specific nurturing funnels and conduct A/B testing and then modify, as needed.

Make your CTAs command attention by using “power words” such as: Get, Overcome, Boost, and Join.

3.  Offer live chat – Today, people are starting to expect this customer service benefit on websites that offer services/vendors. Be prepared to answer questions about products/services. And use the live chat as an opportunity to actively guide a visitor through your site to a specific end goal.

4.  Provide social proof – Prove that you can do what you say you can do by sharing videos of customer testimonials, social media reposts or online reviews. These social moments are great opportunities for making brand connections and allow you to further customer engagement on social media channels.

5.  Build trust by being authentic – Tell your story using photos—provide faces with names to help customers make connections; and speak to visitors, not at them using 1-to-1 videos. Provide evidence of your skills/quality/capacity by promoting awards, certifications, ratings, etc.

6.  Blog – Use your blog to generate website traffic and drive SEO (not necessarily to drive leads). Be useful in your posts and people will come back for more. A few tips:

•     Consider solutions-based posts
•     Develop groups of posts covering industry-relevant topic(s)
•     Incorporate keyword research into posts
•     Include videos and graphics to drive interest
•     Provide offers within the blog – free whitepaper, ebook, etc.
•     Add CTAs when relevant
•     Add links to specific pages in website – drive traffic back to site
•     Include social sharing links

As we prepare to revamp our Shamrock website, these are some of the guidelines we’ll be using to optimize our new site. Are there any that you’d add to the list? Share your feedback at emoriarty@shamrockcompanies.net.

Ellen Moriarty

Is Influencer Marketing Right For Your Brand?

In 2018, we’ve seen the continued rise of influencer marketing, with a nod toward more transparent partnerships between brands and their celebrities or ambassadors. And the latest data shows no signs of slowing, with more brands trusting influencers to help grow their audience and boost sales using social media channels—because it works:

• Marketers received $7.65 in earned media value for every $1 spent on influencer marketing – Influencer Marketing Hub
• Marketing induced consumer-to-consumer word-of-mouth generates twice the sales of paid advertising  – McKinsey
• Customers acquired via word-of-mouth have a 37% higher retention rate – McKinsey.
• 92% of consumers trust online word-of-mouth recommendations, while only 33% of them trust online banner ads – Nielsen

A recent MarketingProfs article about influencer marketing includes an insightful infographic (sourced by e-commerce platform X-Cart) that captures the power of Instagram (as the leading influencer platform) and explains how you can use influencer marketing to grow your brand reach:

Click here to view entire infographic

Do you plan to use influencer marketing in 2019? We’re interested in hearing for you.

Ellen Moriarty

Happy Thanksgiving!