Tag Archives: communications

Content Crash Course: 25 Ways to Create Content Your Customers Want

I’m happy to announce that our latest ebook is now available! Content Crash Course: 25 Ways to Create Content Your Customers Want is available for your Kindle or Kindle app.

Why buy it? Well, if you are in a position where you need to create, maintain, review, or otherwise work with content, you’ll find some great tips you can use right away. The book gives you 25 in-depth tips to help you create strategic, successful content that meets the goals of your company while making your customers happy. Topics include:

-The Five Steps to Creating Great Content
-Lean Content
-Writing for the Customer
-Creating Great Content with Limited Resources
-Using Content Templates
-Selling Your Boss on the Importance of Content
-Social Media Best Practices
-Content Strategy Resources

…and much more! Check it out here.

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Social Media Tip #2: Strategize!

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The following is another excerpt from our ebook The Little Book of Social Media: 60 Ways to Create a Great Customer Experience. Get the Kindle version now or download the pdf.

Once you’ve decided that you want to use social media to connect with your existing customers, find new customers, and further your brand, you need to focus on strategy. Too many business owners and marketing managers jump on social media with no plan, no goals, and no content pipeline. They just want to do it because, well, everyone else is doing it! The social media landscape is littered with abandoned and poorly maintained accounts that are the victims of a lack of strategy. To prevent your company from being the next social media victim, review three critical components of your business:

  • Customers (or supporters, if your business is a non-profit): Who are your customers? What do they care about, and what do they think of your company? What social media sites are
    they using? What have they requested (e.g., faster customer service, more information about products, etc.) that you can provide through social media? Think about how you can use social media to benefit your customers.
  • Competition: Are your competitors using social media? Are they using it successfully? What are they doing that you might be able to learn from? What are they not doing that might provide you with an opportunity to differentiate your business? For example, maybe you own a local retail store and you noticed your competitors don’t offer special discounts to online fans. Perhaps you could take the opportunity to provide discounts to your online fans and attract some of your competitor’s customers in the process.
  • Industry: What are your industry’s best practices for social media? How are the leading bloggers and speakers in your field using it? What new tools are they experimenting with? Look at the social media accounts of your industry leaders (if they have any). You should also look at leading companies in other fields, especially if your industry is behind the curve when it comes to online marketing and technology.

Align with your business strategy
Now that you’re armed with more information about what your customers want from social media and what your competitors and industry leaders are doing in the space, focus on your business strategy. How do you want your company to be perceived? What are your short- and long-term business objectives? What can you provide through social media that will support these objectives? What benefits (customer service, thought leadership content, etc.) can you provide to customers through social media as you work towards these objectives? Think about some concrete measurements (increased sales, a certain number of new customers, etc.) that will help you determine what success looks like.

We recommend you focus on the top three business goals that social media can help you achieve. If you are that local retailer from our previous example, your top three goals might be to double your sales, expand your product line, and open a second store. Your social media activities should support all three of these objectives. We’ve created a social media strategy template (available on our website) to help you get started.

Coming up in our next post: Content strategy! And why you need to care about it as you plan your social media presence.

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Social Media Tip #1: Do Your Homework

social-media-54536_640The following is an excerpt from our ebook The Little Book of Social Media: 60 Ways to Create a Great Customer Experience. Get the Kindle version now or download the pdf.

1. Do your homework.
Before you jump into social media, there are a few questions you should consider to make sure it’s appropriate for your organization:

  • Is social media a good fit for your company?
    Companies in some industries, like financial services, often shy away from the
    regulatory challenges that arise when you have a direct, public dialogue with
    customers.
  • Are your company politics out of control?
    If every tweet must pass through a committee, you’re better off staying away.
    Customers can sense corporate bureaucracy and condescension.
  • Do you have calm, professional staff members who can manage your
    social media efforts
    ?
    You’ll need great communicators who can write clear, engaging content. And
    they’ll have to be professional enough to interact with thousands of customers.
  • Do you have the resources to keep up a sustained presence?
    Social media is an ongoing commitment that requires content strategy and curation as well as communication and monitoring. Depending on how many sites and platforms you use, you might need one or two full-time employees, or you may need to share the responsibilities among members of your team. You may want to invest in some vendor or consulting services to help you set up your accounts and/or buy software that helps you manage and analyze those accounts.
  • Can your current workflow support social media?
    Does your existing content and communications workflow have the flexibility to absorb social media content creation and review? For example, if you already have a writer, an editor, and a legal reviewer for your customer-related communications, can those resources be used to review social media as well?
  • Think about possible legal concerns. Talk with your legal team or, if you run a small company, consult a lawyer about your social media goals and what ways you might have to protect your business. For example, you might post community rules for your social fans and followers regarding the types of content they can post to your pages, or you might create guidelines for how your employees should create and promote social media content (see the rest of our tips for ideas!).

If you don’t have the time and resources to do social media right, don’t do it! It’s better to stay away than to risk damaging your company’s reputation. But if you think social media might be right for you, the next thing to consider is strategy.

We’ll talk more about social media strategy in our next post.

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Disaster Planning for Editors, Part I

This is my latest post over on the Web Editors Blog. More to come in August!

Web Editors

When you think about disasters, you probably think of hurricanes, earthquakes, or acts of terrorism. You probably don’t think of editing! But those of us who edit websites, applications, and social media should have a strategy for when disaster strikes.

If you live in an area that’s prone to weather events or earthquakes, you probably already know what you’re supposed to do to protect yourself. You should have a first aid kit and potable water, food for your family and pets, etc. If disaster hits when you’re at work, you likely know where you are supposed to go if your building is evacuated. But what if the disaster takes down your servers or makes your website incredibly slow? Your IT department probably has a plan for data recovery and server backup, but do you have a plan for communicating with your customers?

Here are some ways you can help your…

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