Caribbean Tiger, Hidden Champion
Earlier this year we got a call informing us that Caribbean Ideas was nominated for the Hidden Champions Programme. This was the first time this programme was held in this region and of course we were honoured to be nominated as we saw it as a nod to the work we have been doing, as entrepreneurs in the industry, over the last few years.
Unveiling the Hidden Champions
The Hidden Champions Project is an initiative of the Inter-American Investment Corporation (IIC) that was recently launched in Trinidad and Tobago.
Data Can Help you Game the System and Get Rewards
Scientists use it, Investors use it, even everyday folk like you and me use it!
Data makes the world go round, just ask the power users. How scientists and folks in the banking and finance industries utilise data might be pretty obvious and expected, but the application for everyday folk like you and me might go entirely un-noticed and under valued.
Take travelling for example, what are your general travel patterns like? Quite possibly, like most of us, you check the flights online and might make a few comparisons for the sake of saving a couple dollars. You rent a car, book your accommodation and then you’re off. You’re probably nodding, agreeing that this pretty much sounds like what you’d do. Well, what if we told you that you could be flying for free, or at least cheaper than the average Joe, spend less on your vaca and come away with a whopping frequent flyer bonus?
Data Makes Wiser Smarketers
Sherlock Holmes was driving home the point around the need for more data driven decisions long before Google Analytics came on the scene. “Data! Data! Data!’ he cried impatiently. ‘I can’t make bricks without clay.” How right he was! Data, like bricks is a necessary component if you’re trying to lay a successful foundation. Holmes wisely draws a parallel between the building materials needed for construction and the components required to make smarter decisions about scenarios we face. Business decision making should be thought of in pretty much the same way.
Smarketers (find out who we’re talking about!) are faced with increasing challenges around delivering their targeted ROI. Data helps to set the tone for how our sales and marketing departments go about reaching, engaging and ultimately converting their target audiences. Just as Holmes alluded, data, should be an essential building block when you’re thinking about strategies! Let’s look at 3 key areas where data application and analysis can work to your benefit –
Content Creation – Let’s Get Engaged!
Your content creation strategy of yesteryear will not yield the same results today! The way your audience consumes content across various media is constantly evolving. We’re in a space where audiences are demanding richer experiences from brands. Much of this experience lies in the quality of content that is delivered. Great content allows a brand to grow its reputation, reach and visibility, to engage with their audiences, convince and convert them into brand loyalists/ brand ambassadors. When you’re ready to start thinking about content, here’s a great plan to follow –
Content Plan Development
Whether your content creation plan calls for developing new content or curating content to share with your audience, you’ll need to be creative with how you represent your brand’s message and consistent with what and how often you’re sharing these messages. A content plan or map helps you to plot out your course of action across multiple channels and varying types and styles of messages.
1. Keep it simple! You don’t need elaborate or expensive tools to create a good content plan, Microsoft Excel or Word can get the job done. Figure out what can work best for you, will allow you to make changes easily and store multiple versions.
2. Pay attention to the W’s. In your content plan think about answering the following questions –
- When am I posting – what day of the week and what time. Refer to information on each platform that dictates the best times to post. Think about your audience and understand their consumption patterns, know what they’ll respond to when and schedule your content accordingly.
- Why am I posting – what’s your direction or angle? Are you promoting an event, creating visibility for a burning topic or sharing general information related to your brand?
- What am I sharing – what’s your content source – are you sharing 3rd party content or are you creating your own (blog post, video, photo, memes).
- Where is my content going – what are your communication channels, what media have you identified to carry your message – is it just one or multiple.
- Who is posting – if you’re a part of team that is responsible for managing and disseminating content you might want to identify roles and responsibilities so that your team members are aware of what they need to do to support the process.
3. Special messages need special attention. If you’re focused on the launch of a new product or service, an event or activity, then you’ll want to create a mini content plan that supports your activities through this period.
4. Stick with it. Building a content plan that is creative and valuable takes time. Find tools that help you to be consistent, that make it easy for you to create or curate content and keep at it.
Just the tip of the iceberg!
Content creation of course is just the tip of the Inbound Marketing iceberg. If you’re really interested in figuring out whether your organisation is Inbound ready and what else you’ll need to help get you there, you can sign up for a FREE Inbound Marketing Consultation from Caribbean Ideas.
Let’s get started!
In one of my recent posts, I shared the benefits of evolving to attraction-based marketing, which seeks to deliver value that attracts target prospects to you, vs. disruption marketing which interrupts people with messages that may not be relevant.
One of the essential strategies in a philosophy focused on attraction is Inbound Marketing, yet it’s not a term that most Caribbean marketers are very familiar with.
You’re probably being bombarded by mobile stats like the one below from HighTable.com, that point to the growth of the mobile space.
Of course, by the time you’ve navigated your way to this post, you’ve already decided on a plan of action around tackling a mobile solution for your business.
Web development – 2015 and beyond!
Web development has transformed a lot during the last couple years, and so too has web design. With the high and continually rising use of mobile devices to connect to the internet, web designers have been forced to adapt quickly to this driving force and produce designs that fit well on smaller screens, but still provide a unique and engaging experience.
Check out the following 5 web design trends which popped onto the radar of web designers in 2014 and which will remain in focus as we head into 2015!
The consumer has changed
It’s fairly obvious right? the world has changed. I’m not just talking about the breakneck speed of technology change and its impact on our day to day lives, I’m also talking about us, humans, the way we think and shop, the way that thing, or person grabs our attention … it’s all changed.
Build it and they will come? In today’s world you can build it, release it, promote it, restyle and rebuild it. If not done correctly, you’ll be lucky to get anyone at all to take notice.
The mobile market is a great reflection of this. Just a mere 9 years ago, the first iPhone was introduced, no apps, no app store. Today we’re at ~1.4 million apps per application store i.e. Apple and Android. Isn’t it interesting thought that 60% of those very application will never be downloaded or opened at all?
Does that mean that building a mobile application is out of the question? Absolutely not! Let’s try to help you figure out if and when you should be building one.
What are Buyer Personas?
Buyer personas are fictional, generalized representations of your ideal customers. They help you understand your customers (and prospective customers) better, and make it easier for you to tailor content to the specific needs, behaviors, and concerns of different groups.
The strongest buyer personas are based on market research as well as on insights you gather from your actual customer base (through surveys, interviews, etc.). Depending on your business, you could have as few as one or two personas, or as many as 10 or 20.
At the most basic level, personas allow you to personalize or target your marketing for different segments of your audience. For example, instead of sending the same lead nurturing emails to everyone in your database, you can segment by buyer persona and tailor your messaging according to what you know about those different personas. When combined with life-cycle stage (i.e. how far along someone is in your sales cycle), buyer personas also allow you to map out and create highly targeted content.
You’ve probably been hearing the term “Connected Consumer” being tossed around in the past year or two. The term references folks like you and me, people who interact with brands and businesses across multiple devices. Connected consumers are always on, connecting through mobile, web and social experiences.