Category Archives: B2B Marketing

B2B Video Marketing Best Practices: How to Say Happy Holidays Like a Pro

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Do you see what I see? It’s everywhere you go online. By now, your email inbox and social media streams are filled with B2B holiday greetings videos and messages from businesses and colleagues.

Not only is this time of year full of hope and cheer; it’s also a great time to remind everyone about how great it is to work with you and your company.

Want to strut your corporate stuff this holiday season? Have a look at these shareworthy B2B holiday greetings videos that caught my attention this week.

We all need IT

Can’t afford real celebrities to sing holiday jingles? Why not hire an impersonator. This “We are the World” inspired holiday music video from Sophos Labs is both entertaining and funny with the use of Pop-Up Video style blurbs about how celebrities use IT.

And for more IT-related music fun, check out the company’s 2016 video below entitled “The Sophos Christmas Album”

Holiday Gifting Gone Wrong

You wouldn’t ask a friend, colleague or family member for their email address before giving them a gift. No, that would be annoying. So why do marketers always ask for it when giving away free content? And is that strategy even effective?

LookBook_video

LookBookHQ explores this concept in a holiday video series (see screenshot above) that inspires marketers to share content like a holiday gift or greeting. Check out all of the tutorial/satire videos on the LookBookHQ blog here.

Mashable Holiday Beard DIY

Do you often feel festive on the inside, but just don’t know how to show it to the world? If you sport a long beard, Mashable has some suggestions for how to make it sparkle like a Christmas tree. These glittery, glistening beard creations stood out to me as I was scrolling through my Twitter newsfeed:

Warmest wishes with a charitable twist

Do some of your employees have hidden talents? Want to showcase just how creative your digital agency can be? This year, Klick Health created its first holiday single and music video showcasing all of its employees to wish its customers a happy holiday season while inspiring them to download the song in exchange for a donation to “operation warm to buy new winter coats for children across the U.S. and Canada.” Here’s the video:

The takeaway from these videos is to create something that is not only memorable, but catches a customer’s eye in their inbox or social media newsfeed. And if it strikes the right tone (or note in the case of Klick Health), your prospective customers will happily share it with their friends and colleagues.

Have you seen any other share-worthy business holiday greetings videos this year? Please send them to me and I’ll add them to the list. I hope you and your family have a very warm and happy holiday season! See you in 2018.

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You’re in the Business of Happy

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It doesn’t matter what business you’re in; your number one goal should be to make customers happy. Happiness brings customers back again and again. It makes business relationships easier and makes your work more meaningful. It gets people to talk about your product or service with others.

In turn, it means higher profits for you and satisfied customers who are grateful to you for making their jobs easier, more efficient, and profitable.

It sounds so simple and straight forward. But how do you know if you are doing a good job at making your customers happy?

For large corporations, you can measure happiness through customer satisfaction surveys, CSAT (customer satisfaction) scores and Net Promoter Scores (NPS). You can also monitor customer sentiment on social media, via your customer service team, or online user forums.

But for small businesses, especially if you are selling a service, these best practices can be costly and require resources that you just don’t have right now.

Instead, the fastest way to measure if you’re customers happy, other than repeat business, is through word of mouth.

As a freelancer, my business is 100% reliant on my clients being happy with my work for them. The best leads I get, no matter what other marketing initiatives I am working on, come from my happiest customers — simply passing my name along to a colleague.

Positive word of mouth is paramount. If you have to prioritize one marketing initiative above all else while you boot up your business, start there.

It costs a lot less than investing in social media and a beautiful website. Yes, you need a web presence but it doesn’t have to be perfect to start making money. And you can grow a lot faster as a small services business if you just make your existing customers happy.

So, if you are getting calls from your customers’ contacts, you know you’re doing something right. If not, it’s time to start asking yourself and your customers (an old school phone call or face to face meeting will do the trick) what’s up?

If they are happy but not passing your name along, you can be so bold as to ask them to do so. Just be sure to reward them in some way for their efforts. A Starbucks gift card, thank you note, or lunch will all do the trick. It doesn’t have to be fancy or cost a lot.

If they’re not happy, it’s time to rethink how you run your business. Can you scale down services to focus on what you do best? Can you do more to make your customers feel valued? Again, simple and scrappy solutions to determine how to fix them problem are fine in the beginning.

Nothing is perfect when you first launch a business. But you’ll be a lot happier, and less stressed, if you focus on what’s most important. After all, “happiness is a by-product of an effort to make someone else happy.” — Gretta Palmer

 

 

What 5 Years of Content Marketing Has Taught Me

I can’t believe that 5 years ago, I started this little blog in the hopes of cms-265127_640promoting myself (back then) as a digital ad sales consultant.

Fast-forward to the present and I am now a full-time B2B content marketer who has worked with brands like the Canadian Digital Media Network, TELUS, Influitive and Shopify.

And I’m proud to say that they are all Canadian brands that I am thrilled to support.

Never in a million years did I think this is what I’d be doing when I started by own business.

But I am so glad that I am exactly where I am today.

So, to celebrate my love of writing and working with customers to tell their brand story, I thought I’d share a few of the hard lessons on blogging and content marketing that I have learned over the years.

  1. Never stop writing and never stop learning

    Even if I am not constantly writing on my own blog, I write at least 3 posts a week (in addition to working on ebooks, case studies, etc.).

    So, I keep trying to perfect my craft. Likewise, I read at least 10 blog posts a day from other writers who I admire.

    There is always room to improve, so I want to see what the pros are doing try to incorporate it into my own writing style.

  2. Only write for brands that you believe in

    Although I also do a lot of ghost writing for companies, I choose to only write for industries and brands that I am passionate about.

    That’s because I only want to put my name on something that I am proud of and I believe that passion is a huge motivator.

    Why bother writing about something you aren’t passionate about? If you aren’t passionate, it will certainly show through in your writing.

  3. Case studies: The customer is always the hero in the story

    This is something I’ve learned over the past few years in writing case studies for clients.

    It’s not the client/software solution that needs to be the protagonist in a story, it’s the customer who has been through some sort of struggle, which led them to that solution, that needs to shine as the hero.

    Basically, the customer is the rock star and the software solution is the roady or sound technician behind the scenes who makes them shine on stage.

  4. Have coffee with your target audience

    Ok, so it doesn’t have to be coffee, but you need to speak (in person) with the people who are likely to read the blog, ebook, whitepaper, etc. for which you are writing.

    You need to understand their pain points and what messages might resonate with them or get them to move from the awareness phase to the consideration phase of the purchase funnel. And that takes some time and experimentation with your content as well.

  5. Let the trolls keep on trolling

    I think I’ve said this before but you can’t please everyone with your writing. Ultimately, if you get more positive comments than negative ones, you are doing just fine.

    That being said, you can always learn something from what the haters are hating on – even if it’s just how to be the opposite of what they are as a human being.

    But sometimes there is a shred of truth to what is being said and you can always use that information to improve for the next piece that you write. Just don’t let the negativity get you down for too long.

    Thanks for continuing to follow my blog and I look forward to share more of what I have learned in the years to come.

    Have a question about blogging or content marketing? Please share in the comments below.

Image via Pixabay