Find all the latest marketing trends on the J&C Blog.
Most utilities are focused on improving their customer experience, enhancing their brand reputation and establishing themselves as a thought leader. Researchscape reports that the majority of consumers expect their utility to provide them with personalized advice.1 Educational content can be a useful technique to engage customers on a myriad of topics.
Inbound marketing is more than just a lead generation technique. Marketers can leverage the power of a customer's needs, interests and behaviors by leveraging inbound marketing to create, transform and develop a meaningful customer relationship marketing program (CRM). In turn, customer relationships can be used to improve conversion rates, build brands and increase customer retention, all of which will improve a company's bottom line.
For many customers, billing is one of the central interaction points with their utility. Customers not only want to understand their utility bill but try to actively influence it. Billing questions can sometimes emanate from line items that seem confusing or which costs can be impacted. Different rate options can sometimes be confusing to customers as well, and they don’t always understand the nuances of different plans.
Digital marketing moves very quickly and performance metrics are more immediately available than many traditional communication techniques. Immediate accessibility to performance metrics doesn't necessarily translate to immediate results.
Is your content marketing plan considered shareworthy content or searchworthy? Determining the goal for content is critical to ensure driving successful results. While both social media and search engine optimization (SEO) may have similarities in content marketing, there are a few nuances to consider. Determining your goal up front can help shape the type of content to be developed.
I was recently reading postings on Inbound.com when I ran across a discussion on clickbait. One of the founders of HubSpot was active in the discussion and it really caught my interest. Clickbait wasn’t a term I had significant familiarity with, but the terminology seemed to speak for itself. According to Wikipedia, clickbait is a term describing web content that is aimed at generating action, even at the expense of quality or accuracy, relying on sensationalist headlines to attract click-throughs and encourage forwarding of the material.
Although LinkedIn was originally established for individual-to-individual communications, it has grown to be a viable business-to-business (B2B) marketing platform. LinkedIn isn’t just a networking resource; it’s a hub that many professionals go to for news and for general information related to their industry. As a result, LinkedIn has grown to become a must for B2B marketing organizations.
While content marketing remains one of the most effective methods of B2B messaging, many companies find their digital marketing campaigns are going unanswered. A staggering 86% of B2B marketers report using content marketing, while only 38% of them believe their marketing is effective.1 Most business people are inundated with dozens if not hundreds of messages every day.
Business people quickly learn to avoid anything that appears to be too sales-oriented. This decrease in content marketing effectiveness may be tied to a new report that states one in three B2B marketers2 view their content marketing as focused on their company rather than their customer.
Social media is the No.1 activity on the Internet, according to Fast Company.1 Social media is constantly evolving, with new social media outlets popping up and marketers in a constant intellectual arms race to keep up with the change.