Marketing Best Practices - Hijinx Marketing

Crafting Effective Content Marketing Goals

by hijinxmarketing | Strategy, Content Operations, Marketing Best Practices

Setting your content marketing goals for 2024? In a world where marketing trends shift like sand, having a solid plan for the year is key to not just keeping up, but standing out. This guide isn’t just a checklist – it’s a roadmap to aligning your marketing objectives with real-world results. We’re talking about goals that are realistic, resonate with your brand, and most importantly, pack a punch in driving your business forward. Consider these steps when you are crafting your goals for this year. Even if you don’t implement all of these, pick and choose those that will meet your needs.

Look back before looking forward

Before setting your 2024 goals, take a comprehensive look at your marketing performance from the recent past. Analyze data from the past year to understand what worked and what didn’t. This assessment should cover various aspects of your marketing efforts, including website traffic, social media engagement, conversion rates, and ROI. Understanding your current position helps set realistic and achievable goals for the upcoming year. Assess which content strategies and campaigns yielded the best results in terms of engagement, lead generation, and conversion rates. Identify what resonated with your audience and what didn’t. This review should go beyond mere numbers; delve into audience feedback, content relevancy, and the overall quality of your content. This comprehensive audit should be done at least once a year, and should not replace any other periodic assessments of content or campaigns that you do throughout the year.

Identify your company’s objectives

Your 2024 content marketing goals should be in sync with the broader business objectives. Whether it’s brand awareness, customer retention, lead generation, or sales, your content marketing strategies should contribute directly to these overarching goals. For instance, if the business aims to enter new markets in 2024, your content marketing goals should include strategies for market research, audience engagement, and tailored content for new demographic groups. Similarly, if the objective of your business is to launch a new product, or multiple new products, in 2024, your marketing goal could be to generate a specific number of leads through product-specific content. Understanding and aligning with company goals is key to successful marketing. If your marketing goals don’t align with the broader business goals, leaders will not support (or fund) your marketing plans.

Be SMART

Utilize the SMART (Specific, Measurable, Achievable, Relevant, Time-bound) framework to set your 2024 goals. For instance, a SMART content marketing goal could be “Increase organic traffic to the blog by 30% by Q3 of 2024 through SEO-optimized articles and guest blogging. ” This approach not only provides clarity and direction but also facilitates easier tracking and measurement of success. The key to effective goal setting is specificity. Vague objectives like “increase brand awareness” or “grow online presence” are not enough. Instead, set clear, measurable goals. For instance, aim for a specific percentage increase in website traffic, a set number of new leads, or a definite growth in social media followers.

Embrace innovation and new trends

The digital landscape is constantly evolving, with new technologies and trends emerging seemingly every month. Staying abreast of these changes can give you a competitive edge. For example, incorporate more video-based content into your marketing strategy if video content is trending. If a new social media platform is gaining traction with your target audience, consider establishing a presence there. In 2024, diversifying your content format and exploring new channels can be a game-changer. While blogs and articles continue to be significant, incorporating videos, podcasts, webinars, and interactive content can amplify your reach and engagement. Analyze which channels (social media, email marketing, guest blogging) are most effective for your audience and invest accordingly.

And we can’t talk about innovation in 2024 without talking about artificial intelligence (AI). Determining how AI aligns with your marketing goals will help set you apart. This could include goals of adopting a new AI platform or developing processes or guidelines around your marketing use of AI tools.

Build in flexibility

The digital landscape is dynamic, and being adaptable in your approach is key to success in 2024. Be ready to pivot your strategies based on market trends, consumer behavior shifts, or changes in the competitive landscape. An agile approach to content marketing allows you to capitalize on new opportunities and mitigate risks effectively. Regularly review your progress towards your goals and be ready to adapt your strategy if needed. This could mean shifting focus to different types of content, adjusting your SEO strategy, or reallocating your budget to more effective channels. Furthermore, integrating real-time analytics and feedback mechanisms will ensure that your strategy remains responsive and relevant, enabling you to fine-tune your tactics and maintain a competitive edge in a rapidly evolving market.

By including these steps in your goal-setting activities, you can set effective and achievable marketing goals for 2024. Remember, the key to successful marketing is a blend of strategic planning, quality content, adaptability, and continuous learning. With these elements in place, you can look forward to achieving remarkable results in your content marketing efforts and overall business growth in the coming year.

If you are considering adding Fractional Chief Content Officer services in 2024, schedule time with me to discuss your needs and options.

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Exceeding Expectations: The Path to Stellar Customer Feedback

by hijinxmarketing | Marketing Best Practices, Customer Experience

In the world of business, feedback is gold. It is the compass that guides our decisions, the barometer that measures our success, and the mirror that reflects our performance. But let’s face it; your customers will not tell you if everything went right in their interactions with you unless you ask them. The average consumer is bombarded with countless interactions daily, from the barista who makes their morning coffee to the online store where they shop. If every experience is “fine” or “as expected,” it doesn’t warrant a mention. Only the peaks and valleys, the extraordinary and the disastrous, compel customers to share their stories.

How can you improve those peaks of positive customer feedback and reduce the valleys of negative feedback? How do you stand out in a sea of your competitor’s content and create memorable customer experiences? Whether through proactively requesting feedback after a sale or organic reviews online (think Yelp! Or Google business reviews), there are ways to improve your customer’s feedback about your business.

Dare to be Different

In today’s competitive marketplace, where businesses frequently emulate successful models and heed the advice of “influencers” on best practices, positive customer feedback cannot be elusive. By daring to be the exception to the status quo and actively seeking and implementing customer feedback, you can distinctly set your business apart from the competition. This differentiation doesn’t always require a complete overhaul or reinventing the wheel. The essence lies in being authentic, staying true to your brand’s core values, and consistently offering something fresh and tailored to your customer’s feedback. In doing so, you stand out and foster a deeper connection with your audience. Ways to be different include:

Unique loyalty programs: Tailor rewards and incentives using direct input from customers. This ensures that the program is appealing and relevant, fostering increased brand loyalty and engagement.
Organizing community events: Host events that resonate deeply with your audience. Understanding their interests and values can create memorable experiences that strengthen community ties and enhance brand perception.
Showcasing products innovatively: Instead of traditional marketing, present your products in fresh, creative ways. This captures attention and highlights your brand’s commitment to innovation and staying ahead of the curve.
Communicating with your audience in unexpected places: As I wrote in a recent blog post, many businesses neglect to meet their audiences where they are talking about their businesses online. If you communicate with your customers online on their terms, you will learn new things and create new connections.

Go Above and Beyond

Meeting basic expectations is the baseline for your customers. Exceeding them is where the magic happens and where you have the best opportunity for positive customer feedback. Think about what you currently do. Everything from how you communicate with your customers to the products you order and services you provide. What could you amp up or improve upon? Here are some suggestions:

Personalization: In an era of automation, a personal touch can make all the difference. This could be a handwritten thank-you note with an order or a personalized recommendation based on past purchases. Depending on what data you have on your customers, you could even send emails with more personalization than just their names.
Responsiveness: Quick and effective responses to queries or complaints can turn a potentially negative experience into a positive one. It shows customers that you value them and are committed to resolving their issues. Even swift responses to positive public feedback will show potential customers you are an active and engaged business.

Added value: Offer more than what your customers expect. This could mean giving free samples of your products, adding services to help ease the customer’s usage of your product, or educational content related to your product or service. Read my recent blog post about how Home Depot does this with its melding of online and in-person experiences.

Embrace the Unexpected

Surprise is a powerful emotion. When customers encounter the unexpected (in a good way), it creates a memorable experience. In my book, The Content Puzzle, I discuss how emotions play an important part in successful marketing. Humans don’t always make decisions based on logic or reason. Giving them something to feel can give them the impetus to act and hopefully purchase your product or service. Here are some ways to sprinkle unexpected delights:

Random acts of kindness: Occasionally upgrade a regular customer’s order for free, send a surprise gift to loyal clients, or offer a complimentary service out of the blue. Small businesses are good at doing these types of things, but even big companies can build in “kindness” points in their interactions with their best customers.
Show them how it is done: Share behind-the-scenes looks at your business, tell the story of how your products are made, or share customer testimonials creatively. People love to see how things work, and behind-the-scenes videos or articles are good, evergreen content to keep in your back pocket.
Host unique events: Organize unexpected pop-up events or workshops in locations that your customers frequent that offer attendees genuine value. These could be educational sessions related to your products, fun interactive experiences, or a space to relax and enjoy complimentary refreshments. The surprise element of discovering a brand they love in an unexpected place can create a lasting impression.

Ask, Listen, and Act

Lastly, while it’s true that customers might not always vocalize their satisfaction, it doesn’t mean we shouldn’t seek their feedback. Regularly ask your customers about their experiences. You can use surveys, feedback forms, or even direct conversations. But asking is just the first step. Listen to what they have to say and act on it. This continuous feedback loop and improvement will enhance your offerings and show customers that their opinions matter. Furthermore, by actively addressing their concerns and implementing suggestions, you refine your products and services and foster a sense of community. Customers feel valued and integral to your brand’s growth, leading to increased loyalty and trust. Oftentimes, business owners become myopic about their products and services. Your customers often have great ideas for improving your offering. And all you must do is listen.

Customer feedback is more than just comments or ratings; it’s the lifeblood of continuous improvement in the business world. In an era where many brands might seem indistinguishable, those who prioritize and act on customer feedback distinguish themselves. By actively seeking out and valuing this feedback, businesses can pinpoint areas of enhancement, innovate based on real needs, and solidify their customer bond. It’s not just about meeting expectations but about evolving with them. In the end, a brand that listens to its customers and iterates based on their feedback is one that’s poised for sustained success and growth.

Three Ways Content Marketing is Like Ice Cream

by hijinxmarketing | Marketing Best Practices

I am a big fan of using comparisons to help explain what can be complex topics. In honor of National Ice Cream Day, which occurs every year on July 16, I thought I would compare content marketing and ice cream. You might be thinking, what in the world does ice cream have to do with content marketing? Surprisingly, quite a bit. Like a bowl of ice cream, content marketing for small- and medium-sized businesses (SMBs) requires the right mix of ingredients, an appealing presentation, and a flavor that leaves your customers wanting more. Let’s delve into this delectable comparison.

The Right Mix of Ingredients

In ice cream making, it’s not just about mixing milk, sugar, and cream. It’s about balancing these ingredients in a way that results in a delightful texture and taste. Similarly, successful content marketing isn’t just about combining blog posts, social media updates, and email newsletters. It’s about crafting a strategy where each piece complements the others and contributes to the overall goals of your business.

The key here is variety. Just as vanilla ice cream alone can’t satisfy every palate, a single type of content won’t appeal to all your customers. You need to mix in different formats – blogs, infographics, videos, podcasts, etc. – to cater to diverse preferences. And just like making ice cream, your content marketing might not be perfect the first time you make it. Monitor your analytics to understand what content resonates most with your audience and adjust your ‘recipe’ accordingly.

Appealing Presentation

Ice cream parlors don’t just scoop ice cream into a bowl and serve it. They garnish it with syrups, sprinkles, and toppings, making it visually enticing (and yummier). The presentation is a vital part of the experience, as we eat with our eyes first. The same principle applies to content marketing. It’s not enough to just produce good content; it needs to be presented in a way that draws people in. A well-designed website, attention-grabbing headlines, and visually appealing images can make a big difference in whether your content is consumed or ignored. Remember, in the digital world, your content is competing with an ocean of other distractions. Make it as compelling as a well-presented sundae on a hot day. (If you are interested in this topic, you can learn more in my book, The Content Puzzle.)

Vanilla, chocolate, and strawberry ice cream on cone

Leaving a (Positive) Lasting Taste

Have you ever tasted an ice cream flavor so good that it lingered on your palate, making you crave more? That’s exactly what your content should do – make a lasting impression. Just like an ice cream maker crafts flavors that keep customers coming back, your content should be memorable and provide value that keeps your audience returning for more. In the context of SMBs, this could mean offering industry insights, practical tips, or thought leadership that can’t be found elsewhere. Content that solves problems or makes your audience’s life easier is the kind of “flavor” that will keep them coming back to your “shop”.

The Scoop

Like the perfect scoop of ice cream, effective content marketing requires the right blend of ingredients, an appealing presentation, and a lasting taste. By considering these elements, you can serve up a content strategy that’s as satisfying and successful as your favorite ice cream flavor. At the end of the day, remember this: content marketing, like ice cream, is a treat that should be savored. So take the time to craft your strategy, pay attention to your audience’s preferences, and remember to enjoy the process. After all, what’s sweeter than watching your business grow with a strategy you’ve carefully whipped up? So, business owners, are you ready to scoop up some success with your content marketing strategy? Get your spoons ready, and let’s dive in! Contact me to learn how.

Local Community Facebook Groups: A Treasure Trove for Customer-Centric Content Marketing

by hijinxmarketing | Marketing Best Practices, Social Media

In today’s interconnected world, local small businesses face both opportunities and challenges in engaging with their customers effectively. One remarkable tool for understanding customer sentiments and fostering relationships is joining local community Facebook groups. By actively participating in these online communities, small business managers and owners gain valuable insights into their target audience’s preferences, concerns, and expectations. In this blog post, we will explore how joining these groups can help local businesses shape their content marketing strategies, enabling them to connect with customers authentically and foster a strong community presence.

Community Connection and Insights

Local community Facebook groups serve as virtual gathering places where local residents share information, ask questions, and voice opinions about various aspects of their local areas. For local business owners (and managers), these groups are goldmines of customer insights they can use in their small business marketing. By joining these groups, they can observe discussions, identify trends, and gain a deeper understanding of the needs and wants of their local target audience. They can uncover pain points, preferences, and desires directly from the customers’ perspectives. This valuable knowledge serves as a foundation for developing content and product marketing strategies that resonate with the community’s interests and addresses their specific concerns.

Building Brand Credibility

Engaging with customers in local community Facebook groups enables businesses to build brand credibility and trust. By actively participating in discussions and offering helpful insights, business owners and managers position themselves as trusted authorities in their field. Sharing valuable information, answering questions, and addressing concerns demonstrate a genuine commitment to customer satisfaction. This builds positive brand associations and fosters customer loyalty. Moreover, when satisfied customers share positive experiences within the group, it acts as organic word-of-mouth marketing, further enhancing the brand’s reputation within the local community.

Content Creation and Customization

Joining and interacting in local community Facebook groups provides business owners with firsthand knowledge of the topics, interests, and challenges prevalent among their target audience. With these insights, businesses can create tailored content that directly addresses the needs and concerns of their customers. By producing valuable and relevant content, businesses can establish themselves as trusted sources of information within the community. Whether it’s blog posts, social media updates, or informative videos, local businesses can leverage content marketing to provide solutions, educate, and entertain their target audience while subtly showcasing their products or services.

Building Meaningful Relationships

Engagement within local community Facebook groups allows local businesses to foster meaningful relationships with their customers. By actively participating in conversations, responding to comments, and addressing feedback, businesses demonstrate their commitment to customer satisfaction. This interactive approach helps establish a personal connection and humanizes the brand. When customers feel valued and heard, they are more likely to become loyal advocates and refer the business to their friends and family. Additionally, businesses can utilize these relationships to gather user-generated content, testimonials, and reviews, which further contribute to their small business content marketing efforts. However, one thing that can damage those relationships quickly is not following the group rules. Some Facebook groups only allow company promotion on certain days of the week. Others don’t allow promotion at all. If you are at all unsure, check with a moderator before posting.

Here are some examples from my own local Facebook groups:

Bella Rose Designs is a local boutique. They sell a lot of handcrafted items from crafters in the local area, have a monthly subscription box, and they hold classes each month. In this example, the owner, Sarah Rose, uses her personal Facebook account to post in the local Chatter group about upcoming events. Depending on the circumstances, you might choose to use your personal Facebook account or your business account. You might want to consider creating an individual account that you use only for business purposes.

In this case, a customer had an experience at a local car wash, Kopetsky’s, and posted about it on Facebook. The owner of the business is very active in Facebook groups and responded to her original post. He was able to resolve her issue and she went back to the Facebook Chatter group and let everyone know what came of her original problem. This is an example of being able to mitigate a possible reputation hit by seeing posts about your business.

Another local business is our Biggby Coffee location. While this is a franchise, that doesn’t mean they shouldn’t be involved in local Facebook groups. In this case, they were looking for workers. Your local community is a great place to find employees who will be invested in the area, know a lot of potential customers, and become local advocates for your business.

As with the car wash example above, residents often post problems with local businesses on Facebook Chatter accounts. In this case, an individual recommended that people not use a local business because of a poor experience. And they attached photos. The owner of this business is not a member of the local Chatter group and did not refute this bad review.

Joining local community Facebook groups opens up a world of opportunities for local small businesses to understand their customers better, engage authentically, and strengthen their small business content marketing strategies. If a business serves multiple communities, the owners should join multiple groups. By actively participating in these groups, businesses can gain valuable insights, build brand credibility, create customized content, and foster meaningful relationships with their customers. Remember, content marketing is not just about promotion; it’s about providing value, building trust, and nurturing lasting connections. By adding engagement in local community Facebook groups to their small business marketing plans, businesses can become an integral part of the community, shaping their brand story while addressing the unique needs of their customers.

Five Marketing Books I am Loving Right Now

by hijinxmarketing | Marketing Best Practices

There are so many great marketing books available right now. My bookshelf is getting full. Here are some of the marketing books I love right now (in no particular order).

Everybody Writes, Ann Handley

In this update of her best-selling first edition, Ann Handley expands on this practical guide to writing better content in the digital age. There are so many great tips in this book and it is formatted in such a way that it is easy to digest and easy to find what you are looking for. This is one of those books that you keep close at hand because you will constantly be referring back to it. I have highlighted and tabbed content from the beginning to end of this book.

Marketing Artificial Intelligence: AI, Marketing, and the Future of Business<br />
by Paul Roetzer and Mike Kaput

Marketing Artificial Intelligence: AI, Marketing, and the Future of Business by Paul Roetzer and Mike Kaput

You can’t work in in marketing right now without being inundated with articles and information about AI. In this book, Paul Roetzer and Mike Kaput lay the foundation for anyone who works in marketing, because AI will affect all of us. They review how AI will affect various aspects of our roles from advertising to analytics to social media. They even review how to choose the right AI vendors. As this field is moving so fast, I also encourage you to visit their website for more information.

Using Behavioral Science in Marketing: Drive Customer Action and Loyalty by Prompting Instinctive Responses by Nancy Harhut

If you have followed me for some time, you know that I have a passion for psychology in marketing. Which is why I love this book. Nancy goes into many audience behaviors that content marketers need to be familiar with such as the human need for control, how to use loyalty and reciprocity, and how labeling can have an impact on audience behavior. There are also many case studies and watch-outs in here that make it well worth a read.

Epic Content Marketing, Second Edition: Break through the Clutter with a Different Story, Get the Most Out of Your Content, and Build a Community in Web3 by Joe Pulizzi and Brian Piper

In this update of the first edition of Epic Content Marketing, Joe Pulizzi and Brian Piper provide a comprehensive overview of content marketing strategy, how to build communities, and how to work in a changing digital world. They also include interviews with several content marketing leaders in different industries to find out how they are managing their content marketing programs. This book has a ton of resources throughout it for reference.

Content Chemistry, 6th Edition:: The Illustrated Handbook for Content Marketing by Andy Crestodina

The 6th edition of this popular content marketing book was published in October. The reason I love this book is because it is chock full of helpful and actionable tips and tricks. As with Everybody Writes, the format of this book makes it easy to digest and refer back to for any topic it covers. This is another book that I have written in, highlighted, and tabbed. This book is very visual, which is another plus in my opinion. One of the quotes from the book speaks directly to this point, “In a desert of text, images are water. Give your readers a drink!”

I would be remiss to complete this list without a few other content marketing books that have been valuable to me recently. These include The Content Fuel Framework and Prove It, both by Melanie Deziel; Talk Triggers by Jay Baer; The 1-Page Marketing Plan by Allan Dib; and F#ck Content Marketing by Randy Frisch.

In addition to these great books, I would love for you will check out my book, The Content Puzzle…and the Missing Piece.

I hope that you found this list helpful. Is there something that you are reading that I missed? Let me know in the comments.

Content Marketing During the Holidays

by hijinxmarketing | Content Inspiration, Marketing Best Practices, Strategy

You may wonder how you can use content marketing – which is meant to be more informative than sales-focused – during the more sales-focused time of the year. In fact, the holidays are a great time to share content that helps people celebrate the season. And you don’t need to wait until December to start sharing holiday-themed informational content. People this time of year are stressed about getting ready for parties, buying gifts, being with family, the weather – all kinds of things. You can endear yourself to your audience by providing content that will help them ease their stress. This could include things such as:

- Ways to organize a home get together
- Lists of gift ideas
- Techniques to create calm
- Money saving tips
- Ways to show gratitude

Now that you have some ideas to start your planning, here are some tips for your strategy:

- Start planning now! Decide what kind of content you want to create around the holidays (e.g., recipes, gift guides, DIY projects), then brainstorm ideas.
- Create a calendar of events to help you plan your content strategy. Space your content out and make sure that your content formats are appropriate for the channel you are using and the preferences of your audiences on those channels.
- Use social media to spread the word about your content. Share links to your posts on Facebook, Twitter, Instagram, Pinterest, LinkedIn, etc. You don’t have to share every post on every channel. The content should be appropriate for the channel.
- Don’t forget to add a call to action at the end of each post. What do you want people to do after reading or watching what you have posted? Visit your website? Tell a friend? Your calls to action should be determined when you set your goals.
- Make sure your web content is optimized for search engines. With Google’s new Helpful Content Update, they are putting more emphasis on content that is helpful for the people visiting your site. Write for humans, not robots.
- Include images in your web content. Images make your blog posts more visually appealing and engaging. And be sure to include Alt Text on your images for accessibility compliance.
- Write compelling headlines. Headlines are the first thing visitors read when they land on your page. If your headline isn’t compelling enough, readers may leave your site without getting the information you want to share.

What helpful content do you plan on sharing with your audience this holiday season? Leave a comment below or tag me on social media @hijinxmarketing with your answer.

*Note: the first draft of this article was created using Frase.io AI content generator. If you are interested in the new frontier of using AI for content generation, give it a try!

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