Globe, www text and magnifying glass

Trying To Out-Google Customers: Why You’ll Lose At Web Search

Gee Ranasinha Business, Communications, Sales, Social Media, Technology 2 Comments

At KEXINO we meet with companies and organizations of various sizes who, of course, all have different goals with their business marketing. But regardless of who we meet one thing remains constant: Everyone wants their content to be on the first page of a Google search result. Clearly, that’s not possible. If everyone was on Page 1 there wouldn’t be any other pages, right? Not only that, but Page 1 is going to be a REALLY long page! First-page placing on a search engine is the goal of pretty much every business. Appearing on the first page of a search engine result is the way that most business leaders judge the effectivity of their marketing. SEO Is My BFF Many organizations spend considerable amounts of money on Search Engine Optimization (SEO) of their websites, or using services such as Google AdWords. Now while I’m the first to agree that these things have their place in an online marketing strategy, using such techniques as the ONLY way in getting and maintaining a high search engine ranking is going to fail in the long run. Why? Because you’re not just competing for first page ranking with your competitors. You’re competing with your …

shredded paper is gibberish

Customer Communication? Stop Talking Gibberish

Gee Ranasinha Advertising, Business, Communications, Customer Service, Marketing, Sales, Social Media 2 Comments

In case you weren’t aware, a communication revolution has been going on. To quote Clay Shirky, “A revolution doesn’t happen when a society adopts new tools. It happens when society adopts new behaviors…” And that’s exactly what’s happening. Consumer behavior has changed. The way that people buy things has evolved. Today, your customers already know who you are and what you do. What’s more, they know more about your competition than you do. Customers today are more demanding than ever before. They’re smarter than ever before. Because they have more knowledge – and therefore more POWER, than they have ever had. So why should they buy from you, as opposed to the company down the street, or the next town – or half way across the world? Word Of Mouse What’s key today is word of mouth – or, as I prefer to call it: WORD OF MOUSE. And it’s not just personal recommendations, but impersonal ones too. I don’t know about you, but today when I want to buy something – a computer, a washing machine, a car, whatever – I look on the internet for reviews. I am influenced as much by “official reviewers” as I am by …

importance of relevant content in business marketing

Content Isn’t Everything. It’s The Only Thing.

Gee Ranasinha Advertising, Business, Communications, Marketing, Social Media 2 Comments

For most businesses, where is the first contact point between the company and a prospective customer? Before they see your ad, read your postcard mailer or receive the sales cold call, the first engagement point with your company is most probably your website. So why don’t more companies take their website seriously? I don’t (just) mean the design and having up-to-date information on your business value offering – i.e. whatever it is that you sell. I mean having content on there that existing and prospective customers want to read. I mean having a ongoing and regular program of delivering new content that your audience will find interesting. So interesting that they’ll come back again, to consume even more of it. Today, before a customer buys your product or service, they “buy” into your company. They listen to your story, why you do what you do – why you sell, as much as what you sell. I’ll bet you that, just as with our company, one of the most clicked-on pages on your website is the “About Us” page. If your company’s brand persona resonates with your customers, then (all things being equal) they’ll be more likely to buy from you …

"Enchantment" business book by Guy Kawasaki

Review: “Enchantment” by Guy Kawasaki

Gee Ranasinha Business, Communications, Customer Service, Marketing, Social Media 3 Comments

Spend any time on the web looking into business, marketing, leadership or sales and ten will get you five that you’ll run into Guy Kawasaki. Most people associate Guy with his time as Chief Evangelist at Apple. However, Guy’s time there was more than 20 years ago, when Apple was a very different company to the behemoth that it is today. Nowadays, Guy’s involved in a variety of projects such as founding a venture capital fund and the Alltop content aggregation site. In between all of that Guy speaks at various events, blogs and writes books. It’s a wonder how the man finds time to sleep. Today, most industries – and many companies – have become commoditized in the minds of their clientele. To build mindshare – and market share – organizations need to find honest and genuine ways to delight, seduce, to enchant their customer base to gain recognition, reputation and (above all) TRUST. This is the premise of Guy’s latest book, Enchantment: The Art of Changing Hearts, Minds, and Actions, a preview copy of which I received not so long ago. The premise of the book is a ‘how-to’ guide on increasing your company’s influence on new and …

keeping your social media fans happy

Keeping Your Fans Happy With New Content

Gee Ranasinha Advertising, Communications, Customer Service, Marketing, PR, Social Media 0 Comments

So, you blog regularly. Maybe you tweet as well. Perhaps you have a company Facebook fan page too. Good for you. Well done. By now you may have seen tangible results from your efforts. More and more people are reading your content. Maybe you’ve converted interest into leads, and into sales. Hopefully you’ve taken my advice and have a content strategy in place that helps you and your colleagues keep that social media ship on course. You’ve got followers, fans and evangelists and they like what you do. They’re on your side. But there’s a problem. Your most devout followers have been reading your stuff all of these months and, by now, they pretty much have a handle on what you’re saying. The problem is, that you’re saying the same thing again and again. Your most loyal of followers are being done a disservice since they feel that they’re reading the same message – even if it is being regurgitated and rewritten 101 different ways. They’re not being pushed, challenged, educated or informed any more. You’ve made your point to them – and they’ve got it. The only question now is how long they’ll continue to hang around reading your stuff …

cheerleaders

Do you have Followers, Fans or Evangelists?

Gee Ranasinha Communications, Marketing, Sales, Social Media 0 Comments

Brands have three types of loyal customers:  Followers, Fans and Evangelists. “Followers” are the ones who buy your product or service no matter what.  Times can be good, times can be bad, but they’re going to stick with what they know – and they know you. You get to a point where you’re forced to raise your prices.  Perhaps the raw material costs have gone up, or maybe you can’t absorb spiraling distribution costs any longer.  “Fans” are the customers that continue to buy from you even when you’ve increased your price.  Fans see ‘value’ in your business offering, over and above the raw cost in producing it.  They buy into your company stance, your brand, whatever it is that (they think) you stand for. Finally, there are the “Evangelists”.  These are the people who will go out of their way to recommend your product or service to their friends, family – and even to their social media networks.  They are your ambassadors. Your brand has connected with them on an emotional level to the point that they are happy to put their reputation on the line by pushing your wares. However, not all customers are created equal.  Most of …