Tag Archives: brand building

Artificial Intelligence: The Holy Grail of Digital Marketing

Entrepreneur published an interesting read on Artificial Intelligence last week.  AI, short for Artificial Intelligence, “is the ability of a computer or computer-enabled robotic systems to process massive amounts of in-depth data and produce outcomes similar to the thought processes of humans in learning, analyzing, decision making, and problem-solving.”   We are seeing more and more applications of AI in marketing, especially with the growth of digital advertising.

Head on over to the Entrepreneur Website to read the article and learn how artificial intelligence could be added to your current marketing mix.

The article also shared a staggering estimate: “The global AI market was worth $7.35 billion in 2018, where the largest portion of revenue was stirred from enterprise applications. The market is expected to catapult to $89.84 billion by 2025.”  Read the article to learn more about the role of artificial intelligence in marketing.

Luv for Herb Kelleher

Herb KelleherHerb Kelleher, Co-Founder of Southwest Airlines, passed away on January 3, 2019.  He was considered a pioneer in the aviation industry and one of the most transformative business leaders of all time.   The tributes have poured out from employees, friends and other business leaders over the past month.   The NextLevel Team “luvs” everything Kelleher stood for and is paying tribute to the great leader this month.

While there are several Herb Kelleher quotes that motivate and inspire us, we chose to feature the following as this month’s Thoughts the Count.

“It is my practice to try to understand how valuable something is by trying to imagine myself without it.” -Herb Kelleher

Forbes shared a list of “20 Reasons Why Herb Kelleher Was One Of The Most Beloved Leaders Of Our Time” last month and #13 touched on what Herb valued most as a business leader: his employees.

“Thousands of requests for speaking engagements, presidential commissions, legislative issues, and business meetings related to the airline industry all vied for Herb Kelleher’s time. But Herb’s priorities were always the people of Southwest Airlines. Ask Vickie Shuler, Herb’s executive assistant of 30 years, and she will tell you that Herb would not change his schedule if a business meeting came up that interfered with an employee event he promised to attend.”

“If you want to know what someone truly values watch the way they spend their money and their time. It’s easy for executives to say ‘people are our most important asset,’ but reallocating their time to support that statement is yet another story. During the filming of a customer service video, Tom Peters asked Herb what advice he would give other executives. Herb said, ‘Stop spending so much time with other CEOs, spend more time with your people.'”

This month we challenge you to consider where you place value and “luv” in your life. Consider both your personal and business relationships and take a moment to reflect on the legacy of Herb Kelleher.

2019 Super Bowl Round Up – The Hits and Misses

Last year we shared Ad Age’s top Super Bowl ads rated by effectiveness, entertainment and the overall combination. This year we’ve asked the NextLevel Account Mangers to weigh in.

Kristen Dyson

“My favorite was the Amazon clip featuring Harrison Ford. Mostly because I’m a huge Harrison Ford fan, but also because it was cute and a creative way to draw attention to Alexa and its capabilities.”

“I did not care for the TurboTax Live robo-child commercial, simply because it was creepy and weird and made me uncomfortable.”

Katie Buchanan

“This heartwarming commercial shows the power of Google Translate. They show clips of people from all over the world interacting with people from different backgrounds and cultures. Out of all the 100 Billion words translated per day, the most translated words in the world are ‘how are you?’, ‘Thank you’ and ‘I love you’. We love this commercial because it unites us as human beings! “

“Burger King’s Super Bowl commercial featuring Andy Warhol was very strange. The clip was taken from the 1982 film Scenes of America. The commercial ended with the hashtag #eatlikeandy. The commercial left us confused and not tempted to go to Burger King. “

Tara Lockhart

“Audi nailed it with their ad this year. As it opened, I thought of Field of Dreams and thought we were destined for another heartfelt message. Once the star of the commercial, the cashew, came into play, I died laughing. Audi kept us engaged and who wouldn’t want to drive an Audi e-tron?”

“Mint Mobile’s ‘Crunchy Milk’ commercial was the worst ad that aired. While the commercial was memorable, because it completely grossed us all out, we couldn’t remember what they were advertising. Keep in mind, they paid upwards of $5 million for 30 seconds of airtime. I’m sure they could have come up with a more effective ad spend.”

You might be asking yourself, “Where is Eric Poerschke’s pick?” It seems that at least one of us actually watched the Super Bowl for the football and used the commercial breaks to hit the buffet and bathroom.

 

Missing Ingredients In Your Email Marketing Strategy

“Building an effective email marketing strategy is like laying a trail of breadcrumbs. But how do you keep your audience following along all the way to where you want them to go? And how do you get their attention in the first place? ”

According to Andy Walker, Founder of Cyberwalker Digital and email marketing expert, “The return on investment is better than any other technique to reach customers. And it works for brand building and generating direct sales.”

Walker discusses the importance of having magnets and ice cream within your email marketing strategy.  “A lead magnet attracts your audience and pulls them in, just like an actual magnet would.” What are you using for lead magnets?   Do you offer tip sheets, eBooks, videos, webinars, other premiums?  The key to developing a good lead magnet is understanding your customer paint point.

Walker later explains that once you’ve captured the lead, you need to offer something “as sweet as ice cream” to lock them in.  Walker is referring to the solution to your customer’s problem.  If you consistently identify their problems, large or small, and provide a solution you will build trust and brand loyalty.

For more on this topic, read the full article.

Boosting B2B Email Open Rates

Looking for tips to boost your B2B email open rates?

Boost B2B Open Rates

“Crafting beautiful emails full of useful content and calls to action is not enough on its own. If your emails do not get opened, you are wasting your time.”

In his article, Errington covers the following four BIG topics with easy and practical advice:

  1. Getting the Subject Line Right
  2. Optimize the Preview Text
  3. Make It Mobile
  4. Write for Mobile

Click to read the full article for Keith Errington’s tips.

Email Metrics: Consumers are Opening More Emails and Clicking

What do your email metrics look like?

The Data and Marketing Association published interesting emails statistics earlier this year.  “Business-to-consumer emails are much more likely to be opened – with a 19.7% open rate compared to 15.1% for business-to-business (B2B). But, B2B has a higher engagement rate once opened, with a click-through rate of 3.2% compared to 2.1% for consumer emails.”

DMA Email Stats 2018

 

Take the time to review your email metrics on a monthly basis to ensure that your marketing emails are performing.

You can read the full article here.

How to Use Hashtags to Grow Your Business

Last year, Forbes  published a great article that details “How to Use Hashtags to Effectively Grow Your Business.” The article provides general rules of hashtags as well as specific suggestions for each social media platform.

Here are author Annemaria Duran’s rules to follow:
hashtags for business

General Rules To Follow

When using hashtags, there are several rules to keep in mind:

1. In most cases, using many hashtags decreases interactions. Pinterest and Instagram are the exceptions to this rule.

2. Use local hashtags to build community awareness.

3. Use specific product or brand hashtags to create conversation.

4. Use search tools to see related hashtags and their popularity. Hashtagify.me is a free tool that can be used to view related hashtags.

5. Before you use new hashtags, make sure that you understand the existing meanings and uses of them to avoid offensive, controversial or demeaning ones.

This article is worth reading!  She goes on to detail hashtag usage across the different social media platforms, but LinkedIn is likely the most helpful section for our readers:

LinkedIn 

LinkedIn hashtags on mobile rolled out in the fall of 2016, but full desktop usage wasn’t available until the fall of 2017. LinkedIn content shows up in Google searches so using hashtags can put your posts in front of a larger audience. Another way to leverage hashtags on LinkedIn is to post them in comments on other posts or add them to your company page.”

Sources: Forbes

Where to Focus!

October 2018 Thoughts that Count: 

“If you focus on results, you will never change. If you focus on change, you will get results.” — {Jack Dixon}

Should you focus on results or change? All too often, success is measured by outcomes and results.  The same processes can bring us to a familiar rhythm that produces the same steady outcomes. We have discovered that the only way to change our “ends” is to change our “means”.

Focus

What is a hashtag?

What is a hashtag? You’ve probably noticed a rise in #hashtags over the last few years, but do you understand what they are and how to use them?

hashtags

“The first use of hashtags was in 2007 and created by online users to discuss specific events and relevant issues and was posted on Twitter. Now we use them to follow current events, industry trends, niche conversations, research and to grow influence. If used both properly and thoughtfully, hashtags can elevate you and your brand.”  This article from Business 2 Community defines hashtags and explains how to effectively use them on LinkedIn.

Encouraging You to Find Your Edge by Failing!

September 2018, Thoughts That Count – Find the Edge!

“People who take huge risks aren’t afraid to fail. In fact, they love to fail. It’s because failing means they found the edge.”

— {Bob Goff, excerpt from Love Does}

More from Love Does:

the edge

Continue reading Encouraging You to Find Your Edge by Failing!

Happy Labor Day!

Labor Day 2

1. The idea first became public in 1882. In September 1882, the unions of New York City decided to have a parade to celebrate their members being in unions, and to show support for all unions. At least 20,000 people were there, and the workers had to give up a day’s pay to attend. There was also a lot of beer involved in the event.

2. The New York parade inspired other unions. Other regions started having parades, and by 1887, Oregon, Massachusetts, New York, New Jersey, and Colorado made Labor Day a state holiday.

3. How did the Haymarket Affair influence Labor Day? On May 4, 1886, a bomb exploded at a union rally in Chicago’s Haymarket Square, which led to violence that killed seven police officers and four others. The incident also led to May 1 being celebrated in most nations as Workers Day. The U.S. government chose Labor Day instead to avoid a celebration on May 1 and New York’s unions had already picked the first Monday in September for their holiday.

4. Two people with similar names are credited with that first New York City event. Matthew Maguire, a machinist, and Peter McGuire, a carpenter, have been linked to the 1882 parade. The men were from rival unions; in 2011, Linda Stinson, a former U.S. Department of Labor’s historian, said she didn’t know which man should be credited – partially because people over the years confused them because of their similar-sounding names.

5. Grover Cleveland helped make Labor Day a national holiday. After violence related to the Pullman railroad strike, President Cleveland and lawmakers in Washington wanted a federal holiday to celebrate labor – and not a holiday celebrated on May 1. Cleveland signed an act in 1894 establishing the federal holiday; most states had already passed laws establishing a Labor Day holiday by that point. Sen. James Henderson Kyle of South Dakota introduced S. 730 to make Labor Day a federal legal holiday on the first Monday of September. It was approved on June 28, 1894.

6. The holiday has evolved over the years. In the late 19th century, celebrations focused on parades in urban areas. Now the holiday is a celebration that honors organized labor with fewer parades, and more activities. It also marks the perceived end of the summer season.

7. Can you wear white after Labor Day? This old tradition goes back to the late Victorian era, where it was a fashion faux pas to wear any white clothing after the summer officially ended on Labor Day. The tradition isn’t really followed anymore. EmilyPost.com explains the logic behind the fashion trend – white indicated you were still in vacation mode at your summer cottage.

8. Labor Day is the unofficial end of Hot Dog season. The National Hot Dog and Sausage Council says that between Memorial Day and Labor Day, Americans will eat 7 billion hot dogs.

9. How many people are union members today? According to the Bureau of Labor Statistics, there were 14.8 million union members in the workforce in 2017. There were 17.7 million in 1983.

10. What is the biggest union today? The National Education Association has about 3 million people who are members, including inactive and lifetime members.

So, Always Be That Person That You Want To Meet!

August 2018 Thoughts That Count
Be that person…”Be the type of person you want to meet!”

{Anonymous} Continue reading So, Always Be That Person That You Want To Meet!

7 Ways to Make Content Mobile Friendly

At NLT, we spend a good bit of our time focused on how content appears on mobile devices.  Forbes published a great article written by Brian Sutter earlier this year detailing seven ways to make your content mobile friendly.  I’m sure you’ve heard the term “mobile first”, but what does it really mean and how do you get there?

mobile first content 38639

 

Sutter’s article is easy to understand and gives great tips on how to “put your mobile users’ needs first.”  Read it by clicking here.