Cost of Online Reputation Management

Do you know what people are saying about you online?  Traditional marketing has always known the value of word of mouth marketing.  Today the internet, well, more specifically search engines, has made knowing what people are saying about you even more important than traditional word of mouth marketing.  Why?  Because 88% of consumers trust online reviews as much as personal recommendations.  So, if your reputation isn’t managed well it could be very costly.  And, did you know that what people say about you online impacts your search results?  Let’s learn some more.… Continue Reading

4 Fundamental Engagement Tactics In B2B Marketing

In this brave new world, customers are now in control of their own experience with your brand as a result of advancing mobile and social technologies. Besides the direct and outbound B2B marketing techniques that aim to persuade and compel prospective buyers to respond, there are myriad techniques available now at your disposal. These may be a better fit for the different marketing engagement opportunities that present itself due to the changed behavior of the buyers. Potential prospects are now more likely to perform online searches to find and assess a company. They engage all the time, across several touch points from brick and mortar stores to mobile technologies and social.… Continue Reading

Differentiate Yourself in 2017 – 4 Tips to Break Through Content Noise

With only a week to go before the year ends, marketing leaders from around the world are gathering their teams together in an effort to interpret 2016 trends in a manner that will result in success in 2017. In many circumstances, the question being pondered is how to break through content noise in order to deliver to the consumer the content he or she will need to make buying decisions this coming year.

By now you’ve probably heard (maybe even to ad nauseam) that content is king. But do you realize that according to the Content Marketing Institute 88% of B2B marketers in North America depend on some form of content marketing? Savvy marketers know that the ability to differentiate their company is dependent on how well they speak to and interact with their consumer.… Continue Reading

Management and Making Meaning: Crossing Over

From time to time, team members will share their views stimulated from a piece by an industry thought leader. Here, our CEO, Lisa Maier, discusses the MITSloan Management Review article by Catherine Bailey and Adrian Madden,“ The Five Qualities of Meaningful Work”.

My roots are in sociology, specifically the sociology of the workplace, and in phenomenology, which includes the exploration of how we make meaning. It is no wonder that I gravitate toward the building of an organization that seeks to be more than an arm’s length transaction for all who engage.

Here at LocalDirective, we talk about our culture a lot, not just the construction of our culture, but what kind of culture we want to build. To me, work is not really engaging unless it fulfills another deep human need, and that need it to live a meaningful life. I believe that is something we all want, … Continue Reading

Connecting With Your Customers: Building A Strong Brand Backstory

From time to time, team members will share their views stimulated from a piece by an industry thought leader. Here, our CEO, Lisa Maier, discusses a Brand Strategy Insider article by Mark Di Somma,“ How To Build A Strong Brand Backstory.”

In this age of social media ascendancy, it is essential to think about the personalization of your brand, and its ability to connect palpably to your target segments. The thesis of this article is that one of the underused ways to build a brand that really connects is to use a backstory approach. This approach is completely different than the usual brand-building done by companies because it looks backwards – instead of forward – and connects seemingly unrelated dots to build a coherent story of who you are.

Because it is a story of discovery, it can be a much more engaging approach, which is a real positive … Continue Reading

Increase Employee Productivity within Your Organization: Setting the Foundation

Everyone agrees that growing revenue and handsome profits are key indicators of a thriving business. But how those numbers are achieved reflects sustainability… or lack thereof. If, for instance, you have high productivity, it reflects efficient resource usage and therefore suggests a maintainable approach. If, on the other hand, your company is experiencing low productivity or a high cost of production, this is not something that would support a thriving and growing business, and would need to be addressed.

Business productivity reflects your organization’s ability to successfully execute on its strategy, and through examination of the structure, technology, policies, processes and practices that support your strategy, you can identify your company’s strengths and weaknesses. Then, more broadly, by comparing your numbers against your competitors, you can also identify opportunities and threats.

Once identified, by leveraging your current strengths and improving upon weak areas, you will be on your way to … Continue Reading

Quick & Easy Ways to Snag Your Competitions’ Customers

 

You may consider stealing your competition’s customers to be a little cheeky. But, did you know General George Patton Jr.’s favorite saying is said to be, “Audacity, audacity, always audacity.” You’ve got to be audacious to get your share of the pie.

Your job is to capture their customers’ attention and then prove you’re better…and better for them.

But first, you need to understand a little bit about customer motivation.

Did you know that over half of what we do every day is nothing more than a habit – an impulsive behavior done with hardly any thought at all? A product or service that is habitually used is called a hook. A hook has four parts: a trigger, an action, a reward and an investment. If your product can satisfy a potential customer’s need and transport them through a hook’s parts faster, you may be able to get them … Continue Reading

Coupon Promotions are Back in Vogue

Because of today’s uncertain economic condition, most folks have learned to live their lives with a little more intent. That could come in the form of fixing broken items instead of throwing them out, keeping the same car just one more year, or – believe it or not – clipping coupons.

We’re all familiar with the old fashioned clip-and-save variety of coupon. But, now an online coupon can come in many forms: a small, clickable discount banner on your website, a printable coupon sent via email, or some sort of promotional ad on Facebook or Twitter, just to name a few. And, with the incredible increase in online shopping these past few years, mobile phone coupons have become – and will continue to be – a very popular coupon vehicle.

Increased Coupon Usage

Just to give you an idea as to how much coupon usage has grown – coupon redemption … Continue Reading

How to Create a Remarkable Digital Marketing Program

Hint, hint: It’s about planning.

In a previous blog, Marketing Definitions 101, one of LocalDirective’s team members wrote an article that discussed the differences between various marketing terms – as we use them – in an attempt to call out more subtle nuances.

I’ll be extending that effort in this post. Though my main goal is to discuss methods you can use to devise a remarkable digital marketing program, I want to first speak to the difference between a marketing strategy, plan, campaign and program, specifically how they relate to and build upon one another. Each option has an individual set of requirements and each has its own methods to meet those requirements.

Definitions of Marketing Strategy, Plan, Program, Campaign and Tactics

Below are the definitions we use here at LocalDirective. We make distinctions because we have a laser-focus on achieving the business goals we collaboratively develop with our … Continue Reading

How to Cultivate a Culture of Employee Accountability

Companies will experience a higher-level of productivity and efficiency by holding staff accountable for the individual choices they make. Unfortunately, this is frequently accomplished by wielding a specter of fear of punishment or reprisal if performance expectations are not met. Oftentimes, this method appears to work…at least temporarily. But it does not create an environment of employee satisfaction and fulfillment that is required to sustain a positive culture.

For accountability to be effective, it must be fostered, not forced. There is a fine line you must walk to maintain an innovative culture while at the same time increasing employee accountability. The goal is to empower your employees to be creative at the same time they follow a company roadmap of a common set of goals and success metrics.

Your approach should be to implement strategies to encourage team buy-in. Each member must have a sense of mutually fostered trust, … Continue Reading