10 Lessons Learned at DirectiveGroup in a Decade

DirectiveGroup 10 Year Anniversary

“Businesses often forget about the culture, and ultimately, they suffer for it because you can’t deliver good service from unhappy employees.” Tony Hseih

 

10 years and going strong. Congratulations DirectiveGroup team members. What a milestone! As I age and look back, 10 years doesn’t seem very long. BUT… OMG… when I look at the past 10 years through the lenses of digital marketing, the reality of the rollercoaster becomes apparent. Digital marketing truly moves at warp speed which provides countless opportunities for learning.

Going back through time – the year, 2008 – On a scorching hot, Saturday afternoon, in Phoenix, I proudly walked up to the graduation podium to take possession of the master’s degree in marketing for which I sacrificed many hours of sleep to earn. Little did I know then, that 10 years later most everything I learned about marketing would be obsolete. However, there are always … Continue reading

5 Reasons You Need Digital Consulting

Hiring an outside digital marketing consultant, or digital consulting company can be a big step for many businesses. Yet, so many truly need the expertise and focus that a digital marketing consultant can bring.

 

  1. A Cohesive and Coordinated Approach:

A digital consultant will look at the sum total of your marketing efforts, your branding, the engagement of your customers, available opportunities, your budget, your resources, your unique position… etc. All of these things must be aligned.

  1. Strategy:

Digital marketing consultants build and execute a strategy that is consistent and works, giving you a roadmap for success, this month, next month, and beyond.

  1. Jumpstart Poor or Slow Sales:

Is your business suffering from poor or slow sales? A digital marketing consultant has the tools and knowledge available to apply to the problem of sales. Digital marketing is measurable, and your consultant can provide you the reporting into not only what … Continue reading

An Overview Of LinkedIn Ads For B2B Marketing

LinkedIn has a large user base of more than 467 million users, which has been steadily increasing each year.  What started out primarily as a platform to bridge the gap between recruiters and job seekers in 2003 has since grown into a top lead generating social network for B2Bs.  Besides creating a company page to connect with industry professionals and also publishing and promoting engaging content on LinkedIn, B2Bs should definitely look to take advantage of LinkedIn ads to target their ideal buyers.  

A lot of companies across different industries have ventured into LinkedIn ads lately to reach their ideal customer and advertise their products, services and content.  About half of B2B buyers use LinkedIn when making purchasing decisions. LinkedIn has continuously made improvements in its available offerings, from ad types to introducing new features for precise targeting and more concise reporting.   

What Are LinkedIn Ads? 

Have you … Continue reading

Cost of Online Review 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?

Case in Point

A few years ago, United Airlines had a costly run in with a guitar.  In fact, it cost the airline $180 million and a 10% loss in their stock prices.  When a passenger witnessed the airline mishandling his guitar, which resulted in the instrument being seriously damaged, and the airline refused to pay for the damages, the passenger — … Continue reading

Use Marketing AI to connect your channels, devices, platforms. No cookies, no ad fraud.

If you are an executive at a company that is looking to significantly improve the performance of your marketing programs, things could radically change for the better in a relatively short amount of time through new technology-based marketing tools that make use of Artificial Intelligence (AI). What’s more, our solution is cookie-free, it is not challenging to implement, it is not expensive, and it doesn’t take a long time to begin seeing results. Say what?

The basics: AI, or machine learning, uses powerful technology to sift through mountains of data to find patterns (learn) that are associated with specific outcomes, which – for many companies – are greater conversions. As a result of this learning, marketers and strategists can pare down and focus their efforts to deliver precise and specific digital content – at the right time in the right place in the sales process – that will lead to … Continue reading

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.

Case in Point

A few years ago, American Airlines had a costly run in with a guitar.  In fact, it cost the airline $180 million and a 10% loss in their stock prices.  When a passenger witnessed the airline mishandling his guitar, which resulted in the instrument being seriously damaged, and the airline refused to pay for the … 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 “4 Fundamental Engagement Tactics In B2B Marketing”

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.

In 2017 and beyond, companies that allow content marketing to dominate their brand’s digital 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