Happy Memorial Day, the unofficial start of summer in New York.
For many marketers, Memorial Day Weekend provides a promotional hook.
But I’d be remiss if I didn’t mention the mass shooting of 19 students and 2 teachers at Robb Elementary School in Uvalde, Texas. And, a week earlier, the 10 people in a Buffalo grocery store killed by a gunman.
My heart breaks for the families and communities of these people who died because someone had access to a assault gun that destroys more than the lives of the people who happen to be present where they start shooting.
Yet we can’t become immune to these unnecessary deaths. We need to change people’s access to guns that cause mass death and destruction.
Marketing Lesson of The Week
► B2B Customers Use Multiple Methods to Purchase
B2B buyers changed how they purchased products and services during the pandemic. When COVID rates were high and many employees worked remotely, these buying behaviors made sense.
During COVID and beyond, McKinsey’s research revealed that around the world, B2B purchasers continued to follow these buying behaviors across key purchase functions including:
- Identifying and researching new suppliers,
- Considering and evaluating new suppliers,
- Ordering, and
Most notably, buyers moved away from using traditional sales teams. Instead, B2B buyers used remote human interactions (namely video conferencing and phone) and digital self serve.
Based on McKinsey’s tracking from August 2020 through December 2021, about two-thirds of B2B buyers continue to use remote human interactions and digital self-serve.
Also worth noting:
Over a third of B2B buyers are willing to spend over $500,000 using self-serve and remote human interaction methods of purchase.
Actionable Marketing Tips
- Take the time to talk to your prospects and customers to understand how they want to engage with your business and purchase from you. For B2B businesses, this translates to collecting and sharing this information more broadly across your organization.
- Provide a variety of sales, remote or voice, and digital options for prospects, customers, purchase influencers and end-users. Allow them to access your organization and content and to make purchases how and when they want to.
► Know Your Community
While I had trouble finding the right words to express myself in this newsletter, I applaud the Loyalty Bookstores for writing the following in this week’s newsletter:
“Writing a book newsletter after multiple shootings, book banning attempts not only from schools and libraries but bookstores*, another Covid uptick… Actually, you do not need me to remind you what is going on. We are here with you, processing our grief, and however you find yourself right now know please we are grateful for our community. We sell you books– that is our primary job! But we hope we are also a place of
safety in storms of all sizes”
In addition, they committed to donating 10% of their sales to support the families affected by the shooting at the elementary school in Uvalde, Texas. If you’d like to help, please donate at Go Fund Me created by VictimsFirst
Run by a gay, black woman, Loyalty Bookstores with locations in and near Washington, D.C. does an amazing job of curating books targeted at and for marginalized segments.
Why do Loyalty Bookstores succeed?
Because they understand their target audience and the causes they care about.
As they state on their “About Us” page:
“Our staff and our selection highlight the diverse voices and creatives that make our communities great. Our intersectional community is important to our staff, therefore those are the books you’ll find centered in our store, in our programming, and in our promotions. We work to create an inclusive, welcoming environment and provide books and goods for the home because, well, books are home.”
More importantly for your marketing, Loyalty Bookstores’ approach to its customer base and local community is aligned with results from the 2022 Edelman Trust Barometer:
- 58% of global respondents buy or advocate for brands based on their beliefs and values.
Actionable Marketing Lesson
- Your organization’s role in your community extends beyond your products and services. It includes the role your business plays in supporting your community.
NYC Marketing Minute
► Stranger Things Makes A Splash In NYC
To spotlight its last season of Stranger Things, Netflix hosted a party last Thursday just south of Madison Square Park.
From a marketing perspective the goal of the launch related event was to increase excitement around the last season of Netflix’s successful series, Stranger Things. Like other commercial video content, Netflix was using their final season to hype their past content as well as to keep existing customers and win-back former customers who liked the series.
Actionable Marketing Tip
- Promote related existing content when you create new content. This is particularly true for TV shows, movies and books.
To expand your marketing reach, create win-win partnerships. Work with not-for-profit organizations, local community groups and/or other businesses targeting similar audiences with different offerings from your own.
So everyone involved builds awareness and broadens access to new prospects.
With Memorial Day behind us, it’s a good time to get a jump on your summer content marketing regardless of which content format you choose and what platform you publish it on.
Even if you don’t use a specific title format, it will get your creative juices thinking about better options tailored to your audience and business. As a bonus, some of these titles will inspire you to develop content that extends beyond the summer season.
This article shows how to streamline your content creation process.
► Heidi Cohen Around The Web
Big Shout out to Lillie Vogt of Collato for naming Heidi Cohen’s Actionable Marketing Guide in her article, The Best Marketing Blogs That Aren’t Hubspot. Kudos for presenting a diverse and useful set of marketing blogs to keep readers up-to-date.
Learn from leading content entrepreneur, Joe Pulizzi, and his team at The Tilt.
New Course: Exploring Web 3.0
Use code: heidi25 for $25 off
Create your powerful personal brand with expert Mark W. Schaefer
August 2nd through August 18th, 2022
Plan Ahead: Mark Your Calendar
► West Virginia University – Integrate 2022 – June 2-4th.
Connect and learn from the best Marketing Communications leaders from across the country. I’m speaking here. Register Here.
► Content Strategy Collective Live – June 8-9th.
Organized by MarketMuse, it will explore the strategies that content marketers and SEOs use to succeed.
► Omnichannel X 2022 Conference – June 13-16th, (Virtual).
► VOICE Global – June 15-16th, (Virtual).
Join Voice enthusiasts around the world for 24 hours of insights and interviews about the fast-growing Conversational AI market. It’s free! Register Here
► MAICON 2022 – August 3-5th, 2022 in Cleveland, OH
The Marketing Artificial Intelligence Conference (MAICON), returns to an in-person event this year. Check out MAICON’s schedule of upcoming webinars.
♦ ♦ Special AMG reader discount: Get $150 off — Use code: AMG150 ♦ ♦
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