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10 Communication Strategies You’re

Still Not Getting Right

You’re not paying attention to how your target demographic wants to learn and communicate.

“There aren’t any icons to click. It’s a chalk board...”

Both Millennials and Generation Z

(talk) in (images) as much

as they do in (text).

How to Communicate with Millennials and Generation Z (born between 1976 and 1995)

Source: http://www.ibtimes.com/pulse/introducing-generation-z-youngest-generation-now-outnumbers-millennials-infographic-1661412

Communicate visually across multiple screens

Feed curiosity and tap into a hungry and ambitious spirit

Empower your target audience with control over privacy

Keep it short with snackable, bite-sized content

Connect viewers with collaboration and and sharing technology

Focus on education and building knowledge

Generation Z

5 Screens (mobile, tablet, desktop, TV and music device)

Communicate with Images

Create Things

Future-Focused

Realists

Want to Work for Success

Millennials

2 Screens

Communicate with Text

Share Things

Present-Focused

Optimists

Want to be Discovered

VS

How Generation Z and Millennials are Different

Nearly one out of every five millennials are mobile-only users, compared to 5% of 35-54 year olds and 3% of 55+.

Age 18-34

Desktop Only Mobile OnlyDesktop + Mobile

67% 75%

42%

55%

Age 55+Age 35-54

18%

3%

5%

16%

20%

You’re still not using visuals like you should be.

67% of consumers consider clear, detailed images to carry more weight than product information or customer ratings

Blog content with visuals receives 94% more page visits and engagement than content without.

Sources: Heidi Cohen and Jeff Bullas

Page-views increase 14% when press releases contain a photograph.

(The increase climbs to 48% when both photographs and videos are included.)

Visual content shows your product; it doesn’t tell about it.

Visual content is social media friendly.

Visual content supports search optimization.

You’re still not socializing well.

Facebook: While not the best platform for sales generation (in my opinion Pinterest has that honor, as long as your brand fits its niche) it is definitely the best platform for increasing awareness of your brand. The sheer reach of your brand’s content on Facebook makes it a must-use.

Twitter: We recommend Twitter to all SaaS companies, marketing companies, sports-related businesses, and all news organizations. Here’s why: Twitter, more than any other platform, is inextricably tied to in-the-moment developments. If your sector or business is based around things that are happening now, you need to be on Twitter.

Which platform should you be on?

Source: http://blog.wishpond.com/post/72672192941/social-media-marketing-which-platform-is-right-for

LinkedIn:All professionals should be on LinkedIn, as individuals. We also recommend all professional businesses to be on LinkedIn, though the effort you need to maintain your presence there is significantly less than other platforms. Check in periodically to ensure your profile is stable - but focus your valuable time and energy on the more revenue-generating or awareness-increasing platforms.

Google+:Tech and engineering companies as well as marketing individuals. The top three brands on Google+ are Android, Mashable and Chrome, with Android leading the pack by a significant margin.

Which platform should you be on?

Instagram:Image-friendly businesses like restaurants, clothes and fashion, food, architecture, technology, designers, etc.

Because of the dominance of the 18-29 age group on Instagram, businesses with that target market should also be on the site.

Pinterest:Fashion, photographers, jewellers, home-hardware stores (DIY). The female-dominated, image-dominated facts of Pinterest make it easy for those brands which naturally lend-themselves in that direction, and very difficult for those brands which don’t.

Which platform should you be on?

Posts with photos get, on average, 39% more engagement.

Posts with the word “Congratulations” show a significant boost over others.

Most Facebook users check the platform on their lunch breaks and after dinner, but it's worth testing to

see if that's a time when your audience is looking for content.

Source: https://blog.bufferapp.com/7-facebook-stats-you-should-know-for-a-more-engaging-page

When to remove user content: ● advertorial content● harassment and abuse● derogatory or offensive language● threatening posts● posts that contain sensitive information

When to address the content instead:● customer complaints● negative commentary● and critical statements.

You may not like what people always have to say, but in social, you always have to listen.

Source: http://moz.com/beginners-guide-to-social-media/facebook

You’re still not testing like you could be.

66% of companies test multiple landing pages on their websites…

13% think they're doing it well

Data protection company Veeam Software A/B tested changing their CTA button copy from “Request a Quote” to “Request Pricing”...

Doing so increased their click-through-rate by 161%.

Souces: http://blog.wishpond.com/post/66587383809/15-a-b-testing-stats-that-will-blow-your-mindhttp://www.adpushup.com/blog/stats-conversion-rate-optimization-ab-testing/

More than 20% of businesses have reported that they do not have an effective strategy for landing page testing.

You still don’t have a consistent brand tone.

PersonaFriendly ProfessionalWarm AuthoritativeInspiring Professorial

TonePersonal HonestHumble DirectClinical Scientific

LanguageComplex SimpleSavvy Jargon-filledInsider FunSerious Whimsical

PurposeEngage EntertainEducate DelightInform SellEnable Amplify

Source: http://www.socialmediaexplorer.com/social-media-marketing/finding-your-brand-voice/

You’re still not blogging right.

what youknow about

what youraudience cares about

what you should actually

write about

Set a tone (fun, professional, education, etc) and keep it.

Schedule posts ahead of time.

Meet regularly to discuss content topics and guidelines

If you must promote, follow the 411 rule (four non-promotional pieces, one soft-sell and one hard-sell)

Actively comment and respond to comments

Stay on top of your sector and share what you know without holding back

Continually re-calibrate and re-assess your content strategy

Focus on KPI’s like leads, links and citations more than vanity metrics like readership or social shares

Companies with active blogs receive 97% more leads

Source: http://contendercontent.com/50-content-marketing-statistics-2014/#ixzz3B3AxLRJP

And remember...

B2B companies that blog generate 67% more leads per month than those who don’t.

Blogs and social media sites account for 23% of all time spent online

Blogs give websites 434% more indexed pages.

Blog give websites 97% more indexed links.

You’re still not personalizing or segmenting your email campaigns.

Personalized emails improve click-through

rates by 14% and conversion rates by 10%.

The top reasons for U.S. email users to unsubscribe from their

email subscription are too many emails (69%) and

content that is no longer relevant (56%).

Leads who are nurtured with targeted

content produce a 20% increase in sales opportunities.

Source: http://blog.hubspot.com/marketing/data-personalize-marketing-li

Segment by Signup Date

Such as "those who signed up within the last x days" or "those who signed up since I sent my last campaign."

Overall Results

Segmented campaigns vs non-segmented campaigns

Opens: 11.841% better than list averageClicks: 10.501% better than the list averageBounces: .492% worse than the list average

Opens: 18.852% better than list averageClicks: 21.976% better than the list averageBounces: 1.429% better than the list average

Opens: 14.444% better than list averageClicks: 14.994% better than the list averageBounces: .803% better than the list average

Segment by Merge Field

Such as"customer_type", "ZIP code" or "job_title"

Source: http://mailchimp.com/resources/research/effects-of-list-segmentation-on-email-marketing-stats/

You’re still not being completely genuine.

If a customer perceives that your business is indifferent to them,

68% will leave.

93% of adult Americans say that a company’s reputation for honesty and fairness is extremely important to them.

Source: http://www.slideshare.net/custthermometer/22-customer-retention-stats

A commitment to customer

experience results in up to 25% more customer retention and revenue than sales or marketing initiatives.

80% of companies believe they deliver a superior customer experience…

Only 8% of their customers agree.

You’re still talking too much.

72% Of Consumers Trust Online Reviews As Much As Personal Recommendations

Let your customers and regular employees talk for you.

Source: http://searchengineland.com/study-72-of-consumers-trust-online-reviews-as-much-as-personal-recommendations-114152

67%

66%

62%

53%

52%

52%

43%

Growth since 2009

+5+0+15+4+9+20+12 (+0 since 2013)

Academic or ExpertTechnical Expert

A Person Like YouIndustry Analyst

NGO RepresentativeRegular Employee

CEO

Familiarity Lift

Affinity Lift

Purchase Intent Lift

Content Impact on Low-Priced Items ($399 or less)

142

155

105

200

100

0

ExpertContent

UserReviews

BrandedContent

You’re still not as transparent as you could be.

Consumer Reactions at Different Levels of Firm Transparency

SkepticismLowHighTrustLowHighPurchase IntentLowHighAttitude Toward the FirmUnfavorableFavorable

16.67%83.33%

87.50%12.50%

100.00%0.00%

96.3%3.70%

71.84%28.16%

3.85%96.15%

6.94%93.06%

6.71%93.29%

Low Transparency High TransparencyConsumer Reaction

How do you go transparent?

Make it easy for customers to learn about you:

● Be clear in your communications (little fine print or jargon).

● Make your information easy accessible and easy to find.

● Make it easy to disengage - which will decrease the chance of it happening.

Share the good and the bad:

● Share numbers and results● Provide both pros and cons during a sales pitch or in

marketing communications

Allow for dialogue

● Provide the opportunity for two-way communication

● Allow for conversation between all levels of your business

● Make it easy to reach you and be approachable

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