Dear ,
Sunday, November 11th celebrated 2 very different groups of individuals, veterans and singles. Both groups have a special place in my
heart.  My dad was a World War II veteran. He proudly served in the Signal Corps of the U.S. Army. Years later his olive green wool uniform jacket hung at
ironned attention in our attic
Given the secret nature of
his army work, my father never spoke about being stationed in London beyond his having a first class pass for the British train system. But his wartime experience left its mark on my father. Not as a visible scar but rather as an ingrained behavior. Whenever my father didn’t want outsiders to know what he was saying he’d switch to his personal code. He used different methods depending on his audience.
For marketers, this translates to speaking your audience’s language. Go beyond decorating your content and communications with a few words.
Rather use your words and voice to show your target market that you understand them and their needs. Doing this shows empathy for your readers and prospects. As a result, you begin to build trust. In China and other parts of the world, 11/11 is Singles Day, a holiday that started as a bachelor celebration in the 1990s. In 2009, Alibaba’s David Zhang used Singles Day to promote the company’s new Tmall changing the holiday’s meaning in the process. Since then the day has grown into a massive shopping day that generates almost 2.5 times Black Friday and Cyber Monday combined. In 2017, Alibaba sold $25 billion worth of product according to TechCrunch. This year is the 10th anniversary of Singles Day as an ecommerce event. How can you take advantage of these celebrations for your business? Try these actionable marketing tactics: Find ways to make your customers feel special. Create targeted events around you audience's special interests. BTW, here are 100 Ways To Celebrate Your Customers.
Tap into existing events that competitors or peers have.
Just as other companies created related Singles sales, take advantage of the buying interest.
Assess the potential for creating new sales events during slow periods. When I work with commerce clients, I
always recommend having some form of sale each month to motivate customers to shop. For example, Amazon did this with Prime Day. It’s in the middle of July, a period that’s often slow for many retailers.
Before you add new promotions or sales events to your marketing plans, understand that you will probably need to keep them in your plans going forward to maintain your sales going forward. As proof, Alibaba extended Singles Day offline and to other countries beyond China this year to keep growing their revenues.
While you’re considering sales opportunities for your business, it’s a good time to reassess your holiday plans if you haven’t do so yet. I’m already seeing people with Christmas shopping bags on the subway I hope that you have a great week. Heidi Cohen,
Actionable Marketing Guide Happy Marketing,
Heidi
 Looking to extend your content distribution on the cheap? Who are you kidding? Of course you are! Add content syndication to your content distribution plans.  Want to improve your social media marketing?
Of course, you do!
Add
these 31 tips to your social media plans. Includes examples from Amy Porterfield, Gini Dietrich, Madalyn Sklar and Nadya Khoja.
BTW—This article is also a good example of how to use holidays as content hooks.
 In honor of MarketingProfs B2B Forum later this week, we’re celebrating the speakers who have also written books on the topic.
To increase your B2B marketing smarts, check out this curated list of useful books, even if you’re not attending the conference!
Heidi Cohen Around The Web:- Crystal Clear Communications’ George Stenizter compiled a list of 1,200 content marketing questions. Then he answers them with help from influencers like Heidi Cohen. (Note: Stenizter has spread this project out over time.)
Actionable Marketing Tip: - Compile the questions your prospects, customers and others ask you. Then answer them. Even better, get help from influencers, employees and customers.
- Kasasa named Heidi Cohen as one of the Top Speakers, namely she helps solve your organization’s
problems.
- Social Report named Heidi Cohen a Top 33 Digital Marketer along with some of her favorite marketing folks including Ann Handley, Wil Reynolds, Ann Smarty and Oli
Gardner.
- Animas Marketing also named Heidi Cohen as a Top 20 Digital Marketing Influencer for 2019.
Join Me and top social media marketers in San Diego, March 20th – March 22. Register now and save – prices go up every week!
Terrific! You made it this far. Now here's the fine print: All photos ©2018 Heidi Cohen unless otherwise noted. |
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Social Media Marketing World 2019