Next-Mark earned two 2020 Silver ADDY Awards at AdFed of the American Advertising Federation. AdFed Suncoast is the Sarasota region’s club . These awards are especially rewarding, because they span multiple categories that directly impact our clients’ business success.

One of our many projects for Elsevier won in the Sales & Marketing category for a Product or Service Sales Promotion Campaign entitled “‘Summer of 79’” is Memorable Again.” The colorful design and themed messaging combined to deliver on the client’s project needs, and we’re happy that it also stood out for the judges.

Our other win, also for a 2020 Silver ADDY, was in the Cross Platform category for an Integrated Branded Content Campaign for another major client: Medecision. This complex campaign including videos, cube design, signage and collateral, and it was called “Innovative Targeting of Personas” Liberation.

We’d like to thank these and all of our other clients for their constant support and creative collaboration on every project we work on together.

By the way, the venue for the awards, CinéBistro in Sarasota, added another level of satisfaction for us, as Next-Mark provided the marketing and PR that launched CinéBistro when it opened. Today, it’s the top location in the company’s entire upscale dinner/movie cinema portfolio.

Looks aren’t everything: Why your website must look great AND be a conversion machine

You can drive thousands, even millions, of visitors to your site. And their jaws can drop in awe at how your homepage has filled their screen with beauty. But if only a tiny percentage of them end up becoming customers, or fans, or at least doing what you’d like them to do before going elsewhere, your site is pretty much a complete failure.

To be clear, there is nothing wrong with designing a site that looks great. It is an art and a science. And it’s far from easy. That’s because there are three essential elements to the look and feel of any good website today: branding, responsive design, and user experience. We’ll touch on each of these in detail later, and good design will certainly help the cause, but first we should talk about the ultimate goal here: conversion.

Conversion: The Website Building Analogy

When thinking about conversion, it might help to think of your website as a small business in a free-standing building with several doors. The front door is your home page. Visitors discover that your business exists, think they might have a need, and enter there. They experience your brand, interact with your receptionist, and are connected with someone who can inform them about all the different lines of business that might serve their needs. They are walking toward conversion, with your help.

The side doors, on the other hand, are your website’s landing pages. Visitors have already learned about one particular line of business and may have a shortlist of questions in hand. When they walk in this side door, they also experience your brand. But they’re not welcomed by a receptionist, they’re met by a specialist who can engage in compelling conversation immediately. In other words, there’s no sense sending them back several steps so they can enter through the front door; they’re already several steps closer toward conversion where they are.

The other side doors lead to more lines of business, just like your various landing pages should do. Visitors who arrive at one of the side doors probably don’t want the grand tour of all your business lines, at least not on their first visit. But you can certainly deepen your engagement with them after they’ve been converted to customers. This, by the way, also has to do with demand generation, which we covered in another blog entitled Demand Generation: Building Better—and more—Customers.

Okay, it’s time to return to the beauty pageant part of web design: making it look its best so that the conversion path can be as close to a red carpet experience as possible. Let’s look in a bit more detail at responsive design, branding, and user experience.

Responsive Design

The variety of screens in use today dictates the absolute necessity of using responsive design. Otherwise, the site that looks amazing on your developer’s big screen will look like a Frankensite on a smartphone—and will likely be next to impossible to navigate as well. You get responsive design by hiring developers or agency resources who would be embarrassed to build any other kind of site. Period.

Branding

All the work and thinking that has already gone into your messaging, style guidelines, logo, and other important aspects of branding need to flow naturally throughout your website, too. If you haven’t already done this “work and thinking” mentioned above, please do so now! Without it, your website is destined for mediocrity. Not a good look.

User Experience (UX)

While including solid responsive design and excellent brand thinking as you move forward, your site development or refresh project also deserves a deep look at user experience, a.k.a. UX. Thinking back to the business building analogy, this is where you stage-manage what you hope your site visitors will experience as they interact with the text, images, menus, buttons, and other elements they see—depending on which page they use to first enter your site. Whatever door they arrived at, the UX should help them find their way to where you’d like them to go. Coincidently, the way they find should lead them to, you guessed it, conversion.

Building Your Conversion Machine

Your mission is to convert visitors to paying customers, blog followers, email subscribers, first-time callers, etc. In other words, you need to compel visitors to do what you want them to do, even if that means leaving your site and never coming back. That’s just called “qualifying leads.” That’s right. In addition to being a conversion machine, your site should also work as a qualifying engine. Instead of wasting your staff’s time, along with that of your site visitors, it’s best to get your messaging and user experience so right that some visitors realize they just don’t belong there.

For those visitors you want to stay, sometimes conversions can be handled on the site itself: software trials or downloads, subscriptions, and online sales, for instance. For other types of conversions, your website simply passes visitors to your real world of sales. And, unfortunately, this can be a real black hole.

For conversions that require visitors to either fill out a contact form or call a number, you should ideally have a customer relationship management (CRM) system in place. And remember, any CRM system is only as good as the business process set up to include it in the sales or conversion workflow. Do this correctly, though, and it will work wonders for business.

Long story short, your website should be designed so that visitors can basically sell themselves on doing business with you. The progress from navigating to the point of conversion must be carefully thought out. And if the conversion includes talking with someone at your organization, make sure that the process flows naturally into the “real world” outside of the site, and that your CRM ensures that nobody falls through the cracks.

Are you ready to build or tweak that site so that it hums with new business? Now you know the essential elements for a good-looking website that thinks and works like a powerful conversion machine.

Roughly 90 percent of U.S. businesses reportedly use social media as a marketing tool. That number is a testament to the power of online outreach and the opportunities it can provide to grow sales. As we head into 2020, those opportunities no doubt will grow themselves, as technology continues to evolve at an astonishing pace and in possibly bewildering array. Following are some of the related trends we believe you can expect to see in the New Year.

1. Content Continues Its Reign . . .

. . . and high quality is expected. Remember that no one knows what you do better than you, so use that knowledge not only to inform but to assist your prospects and customers. The more content, the better, as you make it easier for search engines to find you and your relevant information.

2. Internal Communication Strengthens

Businesses will take a fresh look at an under-used weapon – their own employees – by aligning and engaging them with corporate goals and plans, using digital tools to create an atmosphere that spurs productivity, team work and mutual pursuit of excellence.

3. Brands Take a Stand

This election year is expected to see more brands weigh in on issues that impact their brand purpose and audiences, as noted in Forbes. “Research has shown that trust among government is down, and more people are looking to their workplace and brands that emulate their personality and beliefs to drive change. For brands, it’s an opportunity to demonstrate their cultural relevance.”

4. Customer Experience Drives Sales

The customer experience is predicted to become the leading brand differentiator in 2020 taking  Customer Relationship Marketing to a new level of necessity. “Consumers agree, according to a 2019 Salesforce survey. In it, 84% of respondents ranked the importance of experience at the same level as products or services.”

5. Companies Get Personal

Most leading marketers agree that 2020 is going to see an explosion in personalized marketing, reaching out to consumers tired of the generic and the irrelevant. We saw this coming, in a recent survey 90 percent of consumer participants said they would be more likely to give their business to a company that offered them a personalized experience.

6. Surveys Get Shorter, “Smarter”

Tired of tedious, and often clunky surveys, consumers will drive companies to create “micro surveys” as quick pop-ups on phones or websites if they are to succeed in information gathering in the next decade. The most sophisticated research eventually will incorporate artificial intelligence in the data collection process and lay the foundation for real-time, “conversational” marketing.

7. Going with the Pros

It’s taken awhile, but business leaders are acknowledging that digital marketing is its own animal and needs a plan and strategy. Rather, digital marketing needs to be driven by people who know what they’re doing on each and every relevant platform available – while always looking for the next.

8. Thoughtful Outreach

Now, more than ever, it’s not enough to just post on a regular schedule. Each piece of outreach should be developed to inspire conversations, establish your place in existing ones and create meaningful relationships.

We no doubt will be talking more in-depth about these and other digital trends in the New Year, as they continue to alter marketing in our ongoing digital age. Until then, we’re here to take on the task or answer any questions you might have as 2020 looms with unprecedented outreach opportunities. Wishing you continued success in the new year!

I recently spoke to the Florida Public Relations Association on “Building and Nurturing High Performance Teams.” In preparation, I polled a number of seasoned marketing communications professionals and senior executives, asking for their expertise, candor and insights into building and nurturing high-performance communications teams.

My questions were couched in the key assumption that high performance goes well beyond traditional communications skills or technical marketing acumen, as well as in acknowledgement that we’re talking about people with a lot on their plates, both professionally and personally, from unrelenting deadlines to family obligations.

Still, something this important must get done. And it’s well worth the effort – for everyone involved – as employees are inspired to do their best work and stay in place, contributing to the bottom line for overall business sustainability and success.

To build anything, however, you have to know what it should look like. And that’s what my respondents provided, with their advice culminating in 10 traits that define a high-performance communications team.

1. An Environment of Trust. Trust is the foundation for every functional team and must flow across the business continuum among peers, clients, subordinates and colleagues. Successful marketers actively guard this characteristic, as broken trust is almost impossible to restore.
2. Self-Awareness that Challenges the Status Quo. This requires staying involved without over-managing.While you need processes in place to ensure accuracy and compliance, you don’t want to become the team proofreader or a bottleneck. It’s also important to develop input sources with multiple points of view including customers, prospects, lost clients, sales team members, etc.
3. A Culture of Learning. Those who truly excel at their craft foster continuous learning, both formally and informally. Be sure to stay open minded about new technologies and new ways of doing things — and learn to do them yourself instead of deferring to the early adopters. That said, never let go of your professional past experience — your wisdom may be indispensable.
4. A Willingness to Move Beyond Labels. If someone is better than you in a particular discipline, think of them as a complement to your talents rather than a threat.Teams should be a well-rounded mix of energetic and savvy younger talent, coupled with the wisdom of tenured industry experts.
5. A Passion for Excellence. High-performing teams have a profound passion for excellence. They champion each initiative with a drive toward greatness. They neversettle for average, but strive for the next level of success. They also are self motivators. The most successful members of any team are the ones who don’t wait for the request – they’re the ones who think about the objectives and look for both new and tried-and-true ways to achieve those goals.

9. Celebration of Failures. Really? Yes. Let go of the small things and move on from mistakes. You can’t control everything, so focus on big-picture ideas to achieve team success. Don’t dwell on your shortfalls; use them as a springboard to your next level of achievement.
10. Willingness to Share Risk. Your team needs to stay on top of the plan to make sure the ball doesn’t get dropped. That’s why it’s imperative that you help them understand the strategy, not just execute on it. Teams are always more effective if they understand the “why.”
11. Sense of Humor. A shared sense of humor must be present. The demands of any profession are serious; however, there needs to be room for appropriate hilarity.Laughter is essential – if we can’t take the time to laugh, something is damaged at a basic human level.
12. Mentorship is Integral. Seek mentors outside your group and completely different than your team members for an alternative perspective. Mentor even the more experienced team members to help them stretch and move toward their career aspirations.
13. Embrace Success. Do not succumb to cynicism. Be authentic in your journey and attract the team members and business colleagues who share your values. Above all, don’t be afraid to take risks.

Here are a few direct quotes that are well worth remembering as we strive to foster performance that drives excellence.

“True professionals understand that communications is a discipline — it’s not glad-handing or a creative think tank.”

• “If you inherit a team, give yourself time to trust their insights before changing up everything.”
• “Self-awareness means keenly understanding your individual and collective strengths and weaknesses.”
• “To survive in marketing communications, you need to re-invent yourself twice a decade or more.”
• “Your failures will always have more information than your successes.”

We once engaged with a new client whose leaders were among the most enthusiastic and involved professionals we’d ever seen. They were revved up about their company’s abilities, its accomplishments and its future, and eager to tell us why. Thus, our strategic messaging sessions with them produced marketing communications gold.

Funny thing, though. Very few nuggets of that gold could be found in their existing marketing outreach. Pretty much none.

The reason was obvious. As a challenger brand in a competitive market, they had positioned themselves to align with their peers, saying what those companies said and what they thought they were expected to say. Given their success, it obviously worked. But, given that success, it was now time to step away from the crowd, showing their unique niches, abilities and personality.

This involved a new strategic plan and a strategic messaging architecture to support it. We were happy to help with the latter, creating a foundation for a cohesive image, compelling content, a strong voice in the marketplace and consistency in all interactions – with employees, prospects, customers, investors and partners.

There are various types of strategic messaging frameworks, some simple, some extremely complicated. Some plans are created internally; others rely on outside consultants for a fresh, unbiased view. All, however, should incorporate the following:

• A value statement that lays out organizational priorities and core beliefs.
• A positioning statement that puts the “why” in “why us.”
• The target audiences to be reached.
• How the organization meets those audiences’ needs, solves their problems or improves their lives.
• Primary and secondary messaging to keep the proverbial horse in front of the proverbial cart.

There are entire books written on the subject, but, simply put: Messaging can have more of an impact than almost anything else in business. When driven by strategy, it also can be a source of rejuvenation and a springboard for advancement in the marketplace.

Let us know if you’re ready to jump on that trampoline. It can be fun and exhilarating, as well as meaningful.

This past week I spoke at the Digital Summit Charlotte on “Amplifying Thought Leadership through Content Creation.” I want to share the key points from my presentation with you here. In a world of too much information, quality information is gold. Being the source of that gold is an advantage in the marketplace and an opportunity not to be missed.

That, basically, is what Thought Leadership Content Curation is all about—gathering relevant, engaging, fact-based information, then adding value and sharing that information with targeted audiences. It involves tapping into the talent, experience and passion inside your business, or from your community, to answer the biggest questions on the minds of your target audience.

This is done with the goal of establishing yourself, your organization or the position you represent as the “go-to” for credible, sustainable and powerful content, enabling you to enter the conversation early in the consumer journey. Such thought leadership also creates an affinity for your brand and develops a new level of intimacy with your audience. It’s also extremely cost efficient.

When I say “thought leaders,” I’m not talking about self-appointed pontificators. Instead, I’m talking about informed opinion leaders who are trusted, inspirational and aspirational.

Ready to raise your visibility (a.k.a. amplify your thought leadership) in your space? Here are 10 steps to guide you in launching a sustainable Thought Leadership Content Curation program for your organization:

1. Get Buy-in From the Top.Thought Leadership Content Curation requires high-level support and impetus to create and maintain a viable effort.

1. Build Your Thought Leadership Platform.

A few points to consider:

• Do not “curate” images that you don’t have the rights to. Be aware of copyright issues.
• Link back to the original source. Provide appropriate references – make it a win-win.
• Make it your own. Don’t just copy, put it in your own words.
• Start with content that is of the highest value. Curate content of interest that is shareable.
• Elevate the conversation. Dare to be bold.

3. Identify Your Sphere of Influence. This is done by asking three simple questions: Whom do you want to reach? What will resonate with your audience? How will you do it?

4. Move Beyond Influence and Create a Conversation About Your Brand. Tell your story, aligning your leadership message to your brand, in a consistent and ethical manner.

5. Build an Arsenal of Thought Leadership Assets. These “weapons” include infographics, blogs, facts from trusted sources, case studies, social media posts, white papers, executive briefs, etc. Remember that the same information can be used different ways; make the most of your content.

6. Stand Out in the Crowd. Curate thought leadership content that drives results by identifying topics that align with your brand, maximizing the opportunity to gain share of mind and adding value to existing content that is memorable, shareable and sustainable.

7. Select the Optimal Channels. Know your audience and choose the appropriate channels to move your message forward.

8. Always be Strategic.Thought Leadership Content Curation is goal-driven. Each single effort should add to the whole.

9. Measure your Results.Perform routine audits to measure results including online metrics, response rates and monitoring formal and informal conversations about your brand.

10. Communicate your Success. Remember to share your results with your team.

And throughout it all, remember:

• Seek to showcase excellence.
• Create engaging, thought-provoking content.
• Be authentic, concise and fact-based.
• Attract the appropriate audience for your message.
• Don’t be afraid to take risks.

There is a wealth of thought leadership content that is never promoted to its full potential. Make yours work for you and your brand.

If we can help with your next thought leadership initiative, please contact us, We can be reached at 941.544.2765 or by email. For more information about all of our capabilities, view our Online LookBook.

Marketing research has one primary purpose: to fortify decision-making. Marketing Research should always fit within a larger scheme of strategic intelligence. This enables you to gain a knowledge base that is comprised of data, ideas, and business drivers. Within each are specific information sources useful and vital for decision-making. It is one of the most profound ways to listen to your customers.

It can support a very specific question or it can be a “compass” pointing your organization in the right direction. Whether you want to measure client or employee satisfaction, identify attributes for a new product or generate new ideas for your business, here are ten points to consider:

1. Begin with the End in Sight– When initiating any research project, it is critical to consider your long-term business objectives before starting any project. Be as specific as possible.

2. Be Strategic– Marketing research may very well be your most important support tool in developing your strategic plan. Use the intelligence gained to support your long-term strategic goals.

3. Objectivity Matters– Remove all biases when conducting research studies. Most research is conducted externally to ensure objectivity.

4. Use Leading-Edge Methods– The marketing research arsenal is filled with powerful comprehensive analytical tools to support your research project. From conjoint studies, online surveys to focus groups, among a multitude of others. Familiarize yourself with a wide range of choices in supporting your research program.

5. Quantitative or Qualitative– Understand the important difference between securing quantitative versus qualitative information. Both are critical in your success. Each study should provide a balance of both.

6. Do it Yourself?– There are numerous online tools that are easily accessible for marketing research. Although they can be very helpful, remember marketing research is a science that cannot always be satisfied with quick techniques and spontaneous answers. Be cautious in using these online tools. Although useful, they may not provide the comprehensive approach your business may demand.

7. Consider the Continuum– It is important to understand that marketing research should be part of a continuum of analytical activities. Although one research method may satisfy your needs, it is sometimes best to integrate a range of research tools at different phases of your research plan.

8. Maximize Your Metrics– Numbers matter. Establish measurements to track your marketing research effectiveness and direction. This will allow you to benchmark results.

9. Do the Analysis– Gathering data is only one aspect of a marketing research initiative. It is critical to analyze each phase of your research initiative. Conduct intuitive and detailed analysis to interpret the results of your study and analyze the data gathered.

10. Communicate the Results– Perhaps the most important aspect of any marketing research project is communicating the results of the study. This is an important opportunity to share critical insights and establish a platform for objective discussion within your organization.

The Next-Mark team has conducted a wide-range of marketing research studies including brand research, employee and client satisfaction, product research, pricing analysis, among others. We creatively design and execute market research engagements to deliver insight, experience, and highly reliable marketing research results.

If you are considering a marketing research study, contact us and learn how we can assist, Please give us a call at 941.544.2765 or email us to get in touch. For more information about all of our capabilities, view our Online LookBook.