10 Top Digital Marketing Best Practices


How would you like to gain access to the top 10 techniques used by leading brands to drive quality web traffic, increase website conversion, and fill your pipeline with quality prospects? I thought you would. That’s why I put together an e-book that highlights what’s new in marketing and gives tips you can put to work now to start seeing results right away.

This e-book is a beneficial, quick overview that will assist you in your efforts to master the new world of marketing and deliver results.

Click here to request your free copy of 10 DIGITAL MARKETING BEST PRACTICES.

What are you doing that’s effectively driving web traffic and creating quality leads? Share your tips with us!


Three Primary Challenges Facing Marketing Executives Today

Platespinning-homepageToday’s marketing executives live in a very dynamic business environment and face new and complex challenges.  Among these challenges, there are three that I believe are most prevalent. The primary challenges facing sales and marketing executives today are digital integration, meeting marketing ROI objectives, and customer experience.

Let’s take a closer look at what’s involved with each challenge.

Challenge #1: Digital Integration

The reason digital integration is such a challenge is because marketing operations leaders are often not up to speed on the technology needed to fully bring their organizations into an optimized digital environment. Digital transformation is a necessity for B2B marketing operations and requires multiple marketing technologies.

Challenge #2: Meeting Business ROI

There is often a critical gap in business accountability when it comes to marketing operations. However, with increasing availability of financial metrics accountability, the position of the marketing executive has now become more and more relevant in the boardroom. We’ve moved from marketing being viewed as a nicety line item on the budget to a powerful and far more respected driver and supporter of the company’s revenue growth strategy. Marketing is now considered a must-have for overall business success.

Challenge #3: Customer Experience

Marketers’ new battleground is customer experience. Businesses are now required to pay attention to the experience they are delivering to their customers and would-be customers. The reason? Good customer experience pays in a major, major way. Nothing matches the success of a good customer relationship, and today’s technology gives customers ownership over their experiences. So, smart businesses are responding by becoming far more customer-centric. This means their marketing operations are driven by corporate strategy and operationalized by people, data and technology. This combination delivers a customer-centric approach that delivers real business results.

To be a successful marketing executive, these three primary challenges must be faced head on. This will enable you to transform your marketing operations into a strategic one that is primed to meet today’s challenges with forward-thinking, effective solutions.



How 5G Improves Your Marketing Efforts

Mobile World Congress 2018 is taking place in Barcelona, and there have already been exciting announcements from participants. The one that caught my attention is 5G, the latest generation in wireless connectivity.

Research conducted by Pew Research Center showed that one in every 10 adults in America use the Internet via a smart phone only. They don’t have or use a home high-speed Internet connection. 5G to the rescue!

5G is simply the fifth generation in wireless connectivity technology. It was designed to meet the needs of a growing number of mobile Internet users. 5G provides better speed, enhanced data management, greater responsiveness, and connectivity to smart devices.

What 5G Means for Marketers

Consumers use their smart devices to seek information and content. The faster mobile Internet speed brought by 5G means a significantly decreased load time, which will lead to even more mobile usage. This continued increase in smart device usage means Google and other search engines will have to address mobile search patterns and how to improve upon them and to deliver an enhanced mobile-specific experience.

The connectivity of our smart devices and the growing usage inspired 5G. Look for even greater connectivity in smart devices and more voice-activated options. 5G will influence how consumers interact with their smart devices and how we communicate with them. It seems we are heading toward the ability for brands to communicate with consumers directly through their appliances. It’s an exciting new world!

9 Social Media Trends to Watch for 2018

Modern Keyboard With Colored Social Network Buttons.

I came across this infographic by film editing simplifiers Filmora that lists nine trends we marketers should keep an eye on in 2018. A few that got my attention:

  • Video, especially livestreaming, is watched three times longer than regular videos.
  • 30% of our chat conversation will be with chatbots in 2018.
  • Increased brand participation in “dark social” or platforms not publicly visible, like the messaging apps WhatsApp, Messenger, and WeChat.

To see all nine trends to watch for in 2018, here’s the infographic.

The Producers Helped Capriotti’s Win Top Honors at FLDC

The 2017 Franchise Leadership Development Conference was held October 11-13 in Atlanta, Georgia. Each year, Franchise Update Media works with a team of highly respected researchers to personally evaluate various participating franchise sales organizations and awards franchise winners in several categories at this well-attended event.

Walking away with the Star Award for Best Social Media Presence is Capriotti’s!

“I want to thank everyone on the Producers team for their hard work over the past year.  You are great partners and do such an amazing job each week promoting our brand on social media platforms and creating effective content. We could not have won this award without your team.” Bruce Evans, Capriottis – VP of Franchise Development

Congratulations, Capriotti’s!






5 Ways to Streamline Your E-Mail Creation and Approval Process


email-buttonE-mail marketing is a very effective way to both drive and nurture leads. However, it can be difficult to generate ideas, offers, and content…and to obtain the necessary approvals.

Here are five ways you can streamline your e-mail creation and approval process.

  1. Designate a Gatekeeper

One person should be in charge of your e-mail marketing. This person is the one who will be in charge of making sure everyone responsible is getting their work done on time and that e-mails are being sent when and to whom they are supposed to.

Create an e-mail calendar that includes the e-mail topic, the call to action (CTA), and who in your organization is going to provide copy, data, photos, etc. for the e-mail. This ensures there are no surprises and everyone is working from the same page.

It’s also a good idea to designate one person in each business area as the e-mail contact. This person is responsible for reporting any e-mail worthy news from their department to the e-mail gatekeeper. One of the biggest obstacles with creating e-mails is having the content. This is a good tool to create a flow of content ideas.

  1. Work Smarter

It’s a good idea to come up with two or three reusable e-mail templates. This way you’re not recreating the wheel each time. You can rotate the order of the templates you use so prospects don’t see the same template back-to-back. Then, all you have to do is drop in new copy, new images, and a new CTA and you’re done!

  1. Establish Guidelines

It’s helpful to have some guidelines established before you begin. For instance, decide the contact name and information you will be using for each type of e-mail campaign you send and where it will be placed in the e-mail. Will all e-mails (regardless of who they are from) use the same logo and direct prospects to the same website?

Also, make sure each e-mail adheres to your brand guidelines and make sure everyone involved has a copy of your brand guidelines to refer to. You’ll also want to address what makes a good subject line as well as words to avoid in your subject line so you can increase your open rate.

  1. Develop a Need-to-Know Mentality

Of course, in a perfect world, everyone’s opinion would count and everyone would get equal time to weigh in with an opinion on each e-mail you send. But, we don’t live in a perfect world. We live in a fast-paced, results-driven marketing world. As such, it’s best if you streamline your e-mail marketing approval process to the bare bones. Whose eyes absolutely, positively have to see the e-mail before it is sent?

  1. Meet to Discuss Progress

Figure out what works best for your organization, but a brief meeting to discuss new content ideas, what’s working, and what isn’t is essential. (Make sure you have someone from Sales present so you know how the e-mails are working for them.)

If you implement these five strategies, you’ll get your e-mail creation and approval process in check and start seeing the payoff of this effective marketing tool.

4 Ways to Measure the Success of Your Social Media Videos


The success of video in social media can’t be denied. It has the highest conversion rate most likely because it’s the most personal medium, closely replicating real life. So, we marketers want to make sure our videos are hitting the mark. Here are four ways you can measure how your videos are working for you.

  1. Make your video no longer than 90 seconds.

Prospects have short attention spans. Videos between 20 and 90 seconds in length are optimum. After that, your engagement is going to suffer. Make sure you know beforehand where you’re placing the video and what time constraints that platform may or may not have. Another recommendation to consider is adding captions to your video since most platforms have the videos play on mute unless the prospect clicks on the audio. If your captions tell prospects what the video is about, they are more likely to click the audio on.

  1. Respond to what your view-through rate tells you.

Your view-through rate tells you how many prospects your video reached and how many watched it (for 3 seconds or more). If your view-through is lower than you want it, you need to address either the video or your reach. A/B splits are a good option to test the video content. Also, make sure you engage with your prospects from the start of the video or you will lose them.

  1. Know that seconds count.

It takes just 3 seconds to be considered a view, but if you can get prospects to view your video for 10 seconds or more, you know you’re doing something right. You want your prospect to stick around and watch the video you created – hopefully to the end. Prospect video views of 10 seconds or more are considered positively engaged. Anything beyond that signifies highly engaged prospects and a real home run.

  1. Feedback counts too.

Of the videos that reach your prospects and that they can view and that they watch, if those prospects rate your video poorly, then you’ll need to address your content. If, however, they like the video, leave a positive comment, or share the video, then you know your video hit the mark.

Video has emerged as one of the most powerful and effective marketing tools you have at your disposal – if you do it right. Use these four tips and listen to and analyze the feedback you get from your prospects. This will get you going in the right direction.





What Experiences Are Your Prospects Looking For Online?

As marketers we’re always interested in what experience prospects are looking for when they go online. AOL recently asked more than 50,000 people this very question. They polled individuals in eight countries including the United States, Brazil, Germany, Italy, Japan, the United Kingdom, Canada, and Spain.

Researchers boiled the responses down to eight so-called content moments or experiences users want when they log on. The infographic below illustrates the results AOL found from the survey.


As you can see, most prospects go online to be inspired, feel good, and see fresh ideas. Consider keeping this in mind as you develop your digital content and strategy.

How to Use Touchpoint Mapping to Improve Customer Experiences

34ways_long1 digital-mktI came across this article by my colleagues at Spectrio and wanted to share it with you. As a brand, you should have influence over each interaction a customer has with your business. You should consider every possible situation that could bring your customer into contact with your brand and design that scenario to deliver a positive experience. And for that, there is touchpoint mapping.

Before we look at touchpoint mapping, we need to look at what a customer touchpoint is.

A customer touchpoint is any interaction between your business and a customer. It includes any interaction before, during, or after a customer purchases something from you.

A customer touchpoint happens through personal interactions and marketing channels. The interaction may be direct where you control the experience (such as a delivering a marketing message or ad campaign). Or, it could be indirect and you don’t have control over the experience (such as a word-of-mouth review of your business).

While you may not have complete control over every customer touchpoint, as a business owner, you still want to do your best to influence each situation. The best way to develop a plan to manage these interactions is through touchpoint mapping.

What Is Touchpoint Mapping? 

Touchpoint mapping is the act of outlining each interaction that a customer could have with your brand. It looks at each step of the buyer’s journey and identifies the places where customers come in contact with or experience your brand.

Touchpoint mapping is important because it allows your brand to visualize and improve every experience a customer has with your business.

Because no customer buyer’s journey is exactly the same, each brand will have multiple variations of touchpoint maps. To create your maps, consider all of the possible ways people experience your brand and use the following process.

How to Start Touchpoint Mapping 

Now that you know what customer touchpoints and touchpoint mapping are, it’s time to implement a strategy for using this marketing method.

1. Identify Each Customer Touchpoint 

To start touchpoint mapping, begin by identifying each interaction that your business has with your customers. It helps to look at the experiences in categories: before purchase, during purchase, and after purchase.

While some of the touchpoints may overlap, this categorization can help you visualize and identify each potential interaction. Touchpoints marketing and advertising may include the following:

Before Purchase

  • Website
  • Reviews / Testimonials
  • Directory Listings
  • On-hold Messaging
  • Auto-Attendants and IVRs
  • Advertisements and Promotions
  • Store Locations
  • In-store Advertising
  • Word of Mouth
  • In-store Events
  • Digital Menu Boards
  • Content Marketing

During Purchase

  • Website (Ecommerce Section)
  • Showroom Design
  • Product Demo Videos
  • Staff/Employee Engagement
  • Overhead Music and Messaging
  • Checkout Kiosks / Point of Sale Systems
  • Checkout Lines

After Purchase

  • Order Fulfillment
  • Thank You Cards
  • Customer / User Portals
  • Billing / Invoices
  • Packaging
  • Rebates
  • Follow Up Emails
  • Online Help Center
  • Education / Follow-up Resources
  • Customer Service Phone Lines
  • Questionnaires / Surveys

2. Map the Touchpoints

Once you have identified the places where your customers interact with your brand, begin to place these experiences in chronological order.

As you go through touchpoint mapping, consider the steps that lead your customers through the purchasing process. Use the phases of a retail buyer’s journey to guide your outline.

  • Step One — Making Customers Aware of Your Brand: The customer is becoming familiar with you brand and products.
  • Step Two — Getting Customers Through the Door: The customer is familiar with your brand and is planning a visit to your physical store.
  • Step Three — Initiating Sales: The customer is in your store and is working through their purchasing process.
  • Step Four — Getting Customers to Come Back: The customer has made a purchase and is considering coming back and purchasing from you again.   

Don’t create just one buyer’s journey that goes through this process. Create at least 4-5 different types of customer maps to consider all of the different experiences your customers may have.

3. Improve Each Customer Touchpoint 

Once you identify each possible customer touchpoint, the next step is working to improve the interaction. You need to look at how you can provide the best possible experience for the customer at that moment.

As you attempt to improve your customer touchpoints, focus on making your brand experiences:

  • Simple: The experience should be easy for the customer to understand and interact with.
  • Appropriate: The experience should fit the context of its channel and interests of your target audience.
  • Relevant: The experience should match what the customer would expect and need to find during that phase of the buyer’s journey.
  • Meaningful: The experience should provide significant and useful value for the customer.
  • Appealing: The experience should tap into the cravings of the customer and give them the things they desire.

Look at each touchpoint and ensure that it has the qualifications of an exceptional and useful customer experience.

4. Set a Schedule for Reviewing

Touchpoints for marketing and advertising don’t end once you create and implement your new strategy. Marketing channels and your operational processes will continue to evolve and change. So, your customer mapping must do the same.

A customer touchpoint map is a work in progress. You will need to continue to revise and update the touchpoint map as new purchasing paths are created and new marketing platforms are introduced.

To effectively use touchpoint mapping as a way to create better customer experiences, you need to make it a continual priority. It will likely fail to produce results if you approach it as a one-time strategy. So put in the up-front work, and then set a plan to execute and continue to refine your touchpoint mapping to get the best benefits and results.

Audit Your Customer Touchpoints Right Now

If you want to start improving your touchpoint mapping right now — start by doing an audit of your current customer touchpoints. Use the free customer experience retail audit worksheet from Spectrio to conduct a review of the major touchpoints that customers experience inside and outside of your store.