I write to you from a joyous and exuberant New York City.
I hope that this letter finds you healthy, safe and full of possibility.
While I’m in a blue city in a blue state, as always this letter is written from my heart.
When I traveled as a tourist in Europe in November 2018 and in Asia in November 2019. My heart was broken over my country’s loss of innocence.
I felt the shift in how others viewed the U.S. America was no longer a beacon of hope, democracy and freedom.
So stick with me because this letter is about marketing, not politics.
On Saturday morning, I was on the Upper Westside, Congressman Jerry Nadler’s liberal district. When the feeling of joy exploded accompanied by banging cow bells. These were same noisemakers residents used to salute frontline workers at 7pm every night during the early peak of COVID in New York.
Actionable 2020 Election Marketing Lesson:
- People are emotional. They make decisions based on how they feel and then rationalize it according to Tamsen Webster at Content Marketing World 2020
Like marketing, the U.S. Election depends on counting the vote. This year’s record-breaking pre-election turnout and mail-in ballots required an unprecedented amount of time to tally. And, last week my chest was tight with stress as I watched tireless election workers count the vote on cable news.
As with your marketing analytics, the metrics mattered! Joe Biden is the projected winner by significant amounts in both the popular vote and in the Electoral College vote.
What does this mean for your marketing?
- Be able to measure marketing success. Align your metrics with your business and marketing goals. And determine them before you start your marketing campaigns.
- Incorporate calls-to-action and tracking codes (often called UTMs) in every element of your marketing. Need help with Google Analytics? Then follow and listen to my friend Orbit Media’s Andy Crestodina.
- Measure marketing results across platforms, channels and devices. Expect to have trouble attributing multi-touch omni-channel marketing results to specific customer and sales results. Since using first touch or last touch attribution alone no longer works.
Also, assessing the impact of your branding efforts will be difficult.
BUT measuring your branding will get easier as your business moves towards Peter Drucker’s recommendation that marketing be integrated across your organization.
This is outlined in Marketing’s Seismic Shift and consists of 3 key steps. (BTW, I presented these insights at the 2019 MarketingProfs B2B Forum.)
- Global economic uncertainty existed during and continues after COVID. It causes businesses to seek increased return from existing resources. (For the inside scoop, read the New Normal Customer with charts and marketing tips.)
- B2B and B2C customer purchase processes have changed. So the customer journey no longer exists. (The B2B Purchase Process Change provides charts and marketing tips.)
- Content saturation keeps your content, information and data from attracting its share of audience attention.
As I watched Kamala Harris dressed in her white suit with a cream colored silk blouse thank her immigrant mother, I cried tears of joy.
By becoming Vice President elect, Harris’s win was an achievement for all Americans. In her words:
“If anyone ever gets in your way and tells you to not follow your dreams – be it because of your age, gender, what you look like or where you come from – don’t listen. Do not be burdened by what has been when you can create what should be.”
I wished my mother was alive to experience this special moment. My mother was also a first generation woman born of immigrant parents. She was the first person in her extended family to graduate from college and later graduate school.
As part of the 1970s generation of Women’s Lib, she worked her way up the ladder in a not-for-profit only to encounter the 1980s version of #MeToo.
My mother believed that my sister and I were lucky to come of age in an era where women could choose to work and pursue a career, not just stay home to raise children.
As I can attest, the business ceiling is tougher to break than women thought. So women even if they perform the same or better earn less than their male counterparts. And I have the pay stubs to prove it.
To support the change we need now, I commit to help women and others who have been discriminated against. And, more importantly, to let them stand on my shoulders to see the sunshine.
Because you will lead us out of this darkness to better times for everyone. And Millennials and GenZers have started to show us the path in this election by voting and manning polling sites across the US.
In the words of Abraham Lincoln (July 10, 1858 Speech at Chicago, Illinois):
So what does this mean for your marketing?
Your brand must stand for a higher purpose.
Your brand must support and build not only your audience but also your community. To accomplish this, you need more than fancy words. In addition to being inclusive and diverse, you must step up when your community needs your help.
Michael J. Barber underscored this point in his moving talk, “This Is Me: Why My Honest Self At Work Mattered for Everyone.” Michael told his very personal story about coming out as a gay man.
In Michael’s words:
Michael’s message is grounded in the words of President Lincoln, who gives us all a lesson in personal branding (November 5, 1855 Letter to Isham Reavis):
Because your business no longer has a choice:
Your audience and community expect you to act for the greater good. And if you don’t they’ll vote against you with their pocketbooks!
During uncertain times, customers turn to the brands they trust.
Because marketing’s long game is to create a brand that is pathological empathy and customer-centricity.
What did Toast do during COVID?
- Provided 1 free month of service.
- Changed Toast’s offering to respond to restaurants’s new needs. Toast offered remote service for take-out and deliveries. Also Toast encouraged patrons to buy gift cards as a form of microloans.
- Created “Rally For Restaurants” to spotlight customer success stories across social media.
The biggest take-away from the 2020 MarketingProfs B2B Forum:
Build your brand and your business on a solid foundation grounded in the marketing basics.
Most important of these marketing basics is:
Truly know your audience (aka:KYA)
Looking to improve your voice skills while having fun with the top Voice Influencers?
Then party with me at the Voice Den Party on Saturday, November 14th. It celebrates Dr. Teri Fisher’s 1,000th consecutive Voice in Canada Flash Briefing! (BTW, Teri is the “Voice Doctor” for good reason!)
Want to improve your Twitter Marketing?
Join me for Agorapulse’s Social Media Summit: Twitter on Wednesday, November 18th! It’s free and I’m presenting! So please register now before you forget!
Welcome new subscribers: Regina, Keith, Jennifer, Peter, Khaled, Michelle, Irene, Cat, Ravi and Tracy.
If you enjoy reading the AMG Newsletter, I would appreciate it if you forwarded it to your friends and colleagues.
P.S.: Want Heidi Cohen to contribute a quote or other commentary to your next article, presentation, video, research and/or book? Then hit reply to this email and ask.
FEATURED ARTICLE: B2B Post-COVID Tactics
Use these 3 tactics to improve your branding and increase profitable sales. Includes data and case studies.
FEATURED ARTICLE: Content Marketing Pivot
Don’t worry we’ve got you covered with the research, data, examples and tactics you need to meet these evolving needs!
Includes charts and visuals to help you!
FEATURED ARTICLE: Seismic Content Marketing Shift
This article highlights the 3 major global changes that will have an impact on your marketing and your business more broadly.
Based on research, it provides you with the data and case studies you need to make the case to your boss for your marketing’s future success.
(BTW, this was part of my 2019 Content Marketing World presentation.)
Heidi Cohen Around The Internet
According to TweetBinder, Heidi Cohen was the top Twitter performer across a number of categories at last week’s 2020 MarketingProfs B2B Forum (#MPB2B.) And, I wasn’t a presenter.
PR2020’s Sandie Young gave Heidi Cohen a shout out in her post entitled, How to Set Performance-Driven Marketing Goals [Tips from Top Marketing Minds], published on Medium.
Welcome Mat Photo via Mabel Amber https://www.pexels.com/photo/jetty-feet-sign-wooden-128299/ cc zero
Unless noted otherwise, all photos are ©2020 by Heidi Cohen
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