Labor Day Weekend in the US signaled the end of summer.
And, yes, endings are often bittersweet.
But the cooler weather after Tropical Storm Ida blew through the New York City metro-area left people with a sense of renewed energy after the August heat.
The wind and choppy ocean translated to red no swimming advisory flags. This forced people to find non-beach activities. For me, this was perfect beach weather since I never go in the water except on the hottest of days.
So my husband and I celebrated the end of summer with fruity drinks at a Russian cafe on Brighton Beach.
What does this mean for you as a marketer?
Always have one or more backup plans and/or promotions in case, due to weather or other major factors, things don’t turn out as planned.
How do you accomplish this resource-effectively?
Create easy-to-modify content and promotions you can quickly adapt and execute.
In my corporate experience, marketing often has to find ways to make up revenue shortfalls due to under-performing promotions or poor results elsewhere in the organization.
Actionable Marketing Tip:
- Have one or more easy-to-implement promotions. The key to success is to keep them quiet until you need them. For example, last Wednesday, it was raining at the Union Square Farmers’ Market. What did one fast-thinking farmer do? Offered a “Rainy Day Special on Peaches”. As a marketer, I wondered whether it was the intended price for the less desirable fruit.
Actionable Marketing Lesson of The Week
Tap Into the Power of Quality Content
The end of August often means vacation time in the US. So, many employees want to take advantage of the last days of summer before their children go back to school. As a result, many businesses tend to be thinly staffed to keep normal activity going smoothly.
So what do you do as a marketer?
Tap into the power of your existing quality content through content curation.
Of course this marketing tactic assumes that you keep your best content in top condition. To accomplish this, continually update and improve your top performing content, whether it’s your Top 10, 25 or 100 articles every quarter. These articles drive the lion’s share of your traffic, leads and/or conversions.
Then when you’re planning your annual content calendar, create special articles or editions that resurface this useful, crowd pleaser content. Joe Pulizzi and Jodi Harris at Content Marketing Institute have spotlighted this approach to create new and useful content with lower than average resources.
Last week, I was surprised to see that The New Yorker created their September 6, 2021 issue entirely from articles they published in the past. With the title “Food & Drink: An Archival Issue”, the editors spotlighted the fact that they were curating already published gems.
Each contribution highlighted a well known author and the date of the piece’s original publication.
The key to internal content curation gold for marketers:
To continue to surface your best content in existing content either as links or as new pieces of content.
Actionable Marketing Tips:
- Track your content by type, subject, and examples or case studies to curate in your ongoing content. This keeps these articles visible as well as leads visitors deeper into your content offering.
- Leverage the power of content curation across owned, social and third party platforms. Spotlight your star content on a regular basis. For example, Project Voice’s Bradley Metrock includes this “This Week In Voice” podcast with superstar Mark Cuban visible in every email he sends. It’s in his sig file. More importantly, what’s in your employee’s signature files?
With uncertainty due to the Delta variant of COVID and weak job numbers in the US, your beginning of the fall semester and season marketing plans need a level of flexibility built in.
So you can adapt to changes in the marketplace and environment.
For example, I was supposed to attend and present at Digital Book World in Nashville. But due to concerns, it changed to digital only. (BTW, I hope you join me since I’m speaking on “How To Market Inside and Outside The Book” at the free virtual version of Digital Book World on Friday, September 17th.)
To help you with your fall planning, use these Actionable Marketing Guide resources to inspire you:
On average, US smartphone owners spend 3 hours and 10 minutes engaged with non-voice call activities on these devices or about one quarter of their media consumption time per day.
What does this mean for marketers?
Ensure that your target audience can easily find or access your audio and voice content using a voice command. This translates to voice search and mobile apps.
With increased use of smartphones and mobile apps, consumer expectations for a quality customer experience (aka: CX) with your app are high. Top on customers’ list of mobile app must-haves are personal data security, easy to use and navigate and available when and wherever the consumer needs it.
Further, don’t underestimate your audience’s willingness to pay for voice and audio content!
Since the number of US paid digital audio subscribers is expected to increase 11% from 2020 to 121.9 million according to eMarketer’s August 2021 forecast. So more than 2 out 5 US internet users will pay to subscribe to audio or voice services by the end of 2021.
- Spotify Premium subscribers account for 36.7%;
- Apple Music listeners account for 30.3%;
- YouTube Premium subscribers make up 19.4%; and
- Pandora Premium subscribers account for 5.4%.
Actionable Marketing Tips:
- Publish voice and audio content on your owned media first. Include other non-voice information, text transcripts and curate links to related content.
- Distribute your voice and audio content across major voice-first and audio platforms. Also, don’t under-estimate the value of social media platforms to extend your reach.
Social Scene: Influencer Marketing
Social media accounts for the lion’s share of influencer marketing. Both B2C and B2B businesses pay influencers to represent and promote their products and services. In 2021, US influencer marketing spend will grow to $3.69 billion, an increase of about a third from 2020.
New AMG Articles:
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Is influencer marketing part of your mix?
Did you know that influencer relations marketing can increase your brand
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So get the latest research and tactics on this $13.8 billion global market now!
NYC Marketing Marketing Minute
Last week the remnants of Hurricane Ida blew torrential rains into New York City. While my husband and I expected bad storm conditions, we didn’t foresee over 50 gallons of dirty water gushing through our kitchen ceiling between 8:30 pm and 1:30 am.
And we were grateful that we were able to collect and empty most of the water quickly. As a result, we prevented damage to the apartments below us. But compared to the stories from Louisiana, our problems were minimal since we still had clean tap water and electricity.
What makes this story worth telling marketers?
The next day before noon I received a phone call from a real person at my homeowner’s insurance asking me if my husband and I were safe and whether we had any damage to our apartment.
When I told him about our kitchen, he asked if he could help us with the claims procedure and he sent an email to follow up.
This is what I consider a remarkable, talk-worthy customer experience. While our insurance costs more than average, this firm has come through for us whenever we’ve had a problem. So it’s well worth the additional cost.
Actionable Marketing Tip:
- Provide talkworthy customer experiences to retain customers and increase referral business. The increase in these 2 indicators more than covers the extra business cost!
Plan Ahead: Mark Your Calendar
Join me at these marketing events:
► September 8, 2021 – B2B Influencer Marketing Summit 3:30AM to 10:00AM ET (Note: It’s being presented in the UK hence the strange timing). BTW, I’m presenting on one of the panels with Gordon Glenister, author of Influencer Marketing Strategy.
► Friday, September 10, 2021 – Voice Lunch Marketing Returns! 12pm ET. Please join us when I host a discussion of the latest VCI Research sponsored by the Open Voice Network.
► September 17 – Digital Book World Virtual (BTW—I’m
speaking here!) It’s FREE with registration.
Welcome new members: Sakshi, Chandnee, Richa, Collens, Wich, Marcela, Alvin, Katherine, Ben, Lorraine, Akanksha, Grace, Vadym, Idara, Prof, Taylor and Puneet.
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