Most are familiar with the cliché: “You only have one chance to make a good first impression.” It doesn’t just apply to people - it’s true for businesses and nonprofit organizations, too.
Although every brand touchpoint in your organization should be amazing, the first one customers experience represents a big responsibility. It’s make-it or break-it time.
A recent survey conducted by ClickFox underscores this belief. It states that almost 60% of consumers decide when a brand becomes their favorite immediately after their first purchase or service begins.
And, which factors are most influential in their loyalty to brands?
If you own or work for a B2B (business-to-business) company, you’ll want to know which types of content your prospects prefer. Right?
What’s the point in spinning your wheels if your prospects and customers don’t read your stuff? Well, a new study from the CMO Council and NetLine tells us what 350 business buyers value most.
But first… the good news for those of us who market to businesses. Online content sourcing by buyers has a big influence in identifying, qualifying and selecting vendors.
• 54% of respondents note that it keeps them current on new technologies.
• 40% say it helps them identify potential suppliers, partners and solution providers.
• 38% note that it provides strategic insights and shapes purchase specifications.
• 37% report that it educates them about issues, problems and challenges in their industry.
The three main factors that motivate buyers to find content supporting their decision-making: Continue reading
A recent study by BIA/Kelsey’s Local Commerce Monitor says that small-medium businesses (SMBs) perceived their Twitter ROI as “excellent” (10-19 times spend; 18.8%) or “extraordinary” (20+ times spend; 12.3%), up from 25% of advertisers in last year’s survey and 17.1% in 2011. But, there’s something missing here.
It’s important to know whether these results represent B2C (business to consumer), B2B (business to business) companies, or a mix of both? Personally, the results would have more value if they showed B2B and B2C separately. Other studies I’ve read seem to indicate that B2C companies are benefiting more from social media marketing than B2B.
The study also shows that SMB usage of Twitter for advertising and promotion has been steadily increasing over the past few years. In fact, 24.3% of SMBs used Twitter for advertising and promotion this year, compared with 22% in 2012 and 16.1% in 2011.
Other findings: Continue reading
What are the best methods to reach your B2B (business-to-business) buyers? A recent study by Pardot (ExactTarget), has some interesting findings for companies that market to businesses.
Entitled “The State of Demand Generation,” results focus on what’s working best in demand generation. Just in case you’re unsure what this term means, here’s the definition used by the study author, Matthew Sweezey:
Demand generation: the practice of driving awareness and interest in a brand’s products and services.”