Actionable Marketing Guide Newsletter
Published: Mon, 09/21/15
actionable marketing guide
Dear , Customers matter! I’m not saying anything new since you’re a consumer and you have expectations when you purchase goods and
services. As marketers we tend to focus on the early dating phase of the customer process when everything is new and exciting. That’s our job. Therefore we may not realize how difficult providing a consistent quality customer experience is especially since it happens post-marketing. The reality: Customer experiences with your brand and offering vary. When they’re not positive, they can hurt your sales and tarnish your
brand. Face it—customers talk to other customers, often more than we realize. According to KellerFay, 75% of word of mouth happens face-to-face. For Content Marketing World, I stayed at the Westin Downtown Cleveland despite my positive past experience at the Marriott across from the conference center. But my sister, the business road warrior with preferred status on airlines and at hotels, highly recommended Starwood hotels. Even better, it was $10 per night
cheaper. Here’s my Westin Cleveland experience:
When I checked out, James, the front desk manager, and Bobby, the bellman, did their best to turn things around. James admitted that the hotel had problems with WiFi due to the adjacent building. YIKES – This was one of the main hotels for a digital conference. Didn’t anyone consider adding special capacity for the conference? To make things better, James removed one day’s charges and gave me a coupon
for Starbucks in the hotel. Both James and Bobby are employees every business should hire. They get that customer experience is an important part of their job. (BTW—When I asked if I could take their photo they were pumped as you can see.)
But from a marketing perspective, their activity was lost. Nowhere in the Westin’s system was any notation about my problems and how James fixed them. As a result, Starwoods sent me a
“personalized” post-trip email to encourage me to take their survey and review their hotel. Did they really want to know how my stay was a #FAIL?
Actionable Marketing Tips:
 This week, we interviewed Jeffrey Hazlett. His new book, Think Big, Act Bigger promotes the rewards of being relentless in your approach to business and life. We'll be giving away a free copy to one lucky US resident. The winner will be
announced in next week's newsletter (details.)  Last week we interviewed Joe Pulizzi, the godfather of content marketing. His latest book, Content Inc., is chock full of really useful information on building a
business based on a content-first model. Our randomly selected subscriber, Sunny Charlebois, will be receiving a free copy of Content Inc. Congratulations, Sunny! Happy Marketing! Heidi Cohen |
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2015 CONFERENCES  The Social Media Success Summit is open for registration. Discover how to use social media to attract and engage quality customers, and quickly grow your business at the largest Online Social Media on the planet.
Improve Your Content Marketing To Drive PerformancePosted on September 16, 2015 by Heidi Cohen in Content Marketing 5 Content Marketing World 2015 Takeaways
When it comes to content creation, marketers are on a treadmill trying to create ever more content to fill consumers’ voracious need for instantaneous information when, where and how they want it. Let’s put that in context: Continue reading The Content Marketer’s Guide To Attending ConferencesPosted on September 18, 2015 by Heidi Cohen in Content Marketing How To Maximize Your Conference Content
Conferences like Content Marketing World are content bonanzas. By their very nature, conferences are a hotbed of targeted content opportunities. They raise awareness around a key industry topic. This allows you to share information, gather new ideas, and network. Conferences require significant resource investment, both time and budget. Think Big, Act Bigger – Book InterviewHeidi Cohen Interviews Jeffrey Hayzlett
Q: What’s your best piece of advice for readers looking to improve their marketing?Define your conditions of satisfaction. Know what you want to achieve and how you will measure your success. Then, stop making excuses. Steamroll obstacles, don’t take no for an answer, don’t listen to naysayers. It’s time for you to act. |
Achieving Customer Experience Excellence Customer experience is the critical differentiating factor for brands across all industries.The rapid evolution of technology has made customers more powerful than ever which means that marketers are becoming increasingly competitive as the digital disruption takes hold. Companies that deliver customer experience excellence enjoy significant
revenue gain compared to lower performing counterparts. Competing on price, product and services is no longer enough and strengthening and cementing the customer relationship is now top of the corporate agenda. Download This Free White paper Now!See More Free OffersHEIDI COHEN AROUND THE WEB
Here, at the Actionable Marketing Guide, using OptinMonster has resulted in a dramatic increase in subscriptions for this newsletter and other marketing projects.
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