Conversions and Relationships: What’s the Correlation?

By Ashely NcNabb
Business Development

This post is part of the Digital Marketing Boot Camp series, a new set of blog posts across different mediums designed to provide intel to people and companies looking to improve their digital marketing strategy.

IMG_0384It’s Monday morning, and you sluggishly sit down at your desk. You sign into your email only to find… 15 unread emails from whom you have no idea. “Buy Now,” “Hurry! Must Act Now,” “Urgent Response Needed.” All subject lines that make you not want to ‘act now’.

In today’s digital world, we are seeing a significant shift in consumer behavior from a ‘quick, I need it now, don’t talk to me’ mentality, to a more ‘hold up, I need more time, let’s talk about this’ mentality. In both the paid search and social advertising industry, relationships are key to getting conversions. Successful relationship marketing leads the consumer through a buying journey, not just to a destination.

The goal here is to first, create brand awareness. This may be learning that your prospected lead is looking for a new computer. You could send them a quick note stating who you are and the computers that you sell. The next step in the buying journey is to generate demand. Provide them with information about why your computers are better and why they need one. The third checkpoint is to force a buying decision. Discuss benefits, pricing, and closing steps. Finally, inspire brand loyalty. Follow up with your customer, provide after-purchase benefits, and stay in frequent contact with them. This could be making sure your customer knows how to set up their computer or by following up and asking how they like the software.

MORE: Check out how to build customer relationships at Digital Marketing Boot Camp, Feb. 15

Some helpful tips to keep in mind to grow customer relationships are:

Understand your customersLearn where your customers are in the buying cycle and how they are searching content. Forcing a conversion too soon can chase away your customer.

Connect on a deeper level Micro-targeting by demographics, location, interests, and timing can make all the difference when trying to create stronger loyalty.

Tailor your message The goal of your ad-message is to move the customer to respond both emotionally and intellectually. By aligning your message to where your customer is in the buying cycle, conversion rates will increase.

There is a positive correlation between conversions and relationships. With conversion paths being longer than ever, it is critical to be there for your customer and provide value throughout the entire buying process.

Don’t be a Monday morning bother by trying to push conversions without knowing anything about the targeted consumer. Build a loyal customer base, and you will surely see an increase in revenues, profits, and overall digital marketing effectiveness.


Ashley McNabb is the content manager for Eastern Michigan University’s Center for Digital Engagement, where collaboration with business and community partners occurs on the evolving nature of digital engagement. Ashley also works in business development at AdAdapted, the leading mobile advertising solution for driving CPG trial and repeat purchase. While busy in the professional field, she is also a full time graduate student at Eastern Michigan University in pursue of her MBA. Stay connected with Ashley via LinkedIn.

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Don’t be a Social Media Bore

By Kevin Ketels
Kyrris Marketing

This post is part of the Digital Marketing Boot Camp series, a new set of blog posts across different mediums designed to provide intel to people and companies looking to improve their digital marketing strategy.

We all know that you don’t give somebody the hard sell moments after meeting them. “Hi, my name is Joe. Would you like to buy my premium lead generation software?” No. First, you get to know them, then build a relationship and trust.

Social media is the same way. Most people don’t use Facebook or Twitter to look for new products or services. Instead, most people use social media to connect with others, laugh, learn something new or be inspired. Social media is like a giant cocktail party. People gravitate towards the funny, light and interesting banter; they avoid the dry, stuffy or boring person just talking about themselves.

Your goal is to create a social media presence for your company that interacts with people in an entertaining and informative, but not “salesy” way. If all you do is give them the hard sell, they will tune you out. They will never see your content and you certainly won’t engage them in a way that best takes advantage of the interactive social media format.

Find your company’s online personality that reflects your brand, audience and the values/beliefs of the people who work there, and then create content that reflects those attributes.

MORE: Hear more about social media marketing strategies and tools at the Digital Marketing Boot Camp, Feb. 15.

Six ways to build your company’s social media personality

  • Post smart, thoughtful or funny content not directly related to your products.
  • Highlight the people at your company. Tell their story and share your humanity. People love to see others who have worked hard and succeeded. They also like to see those who care passionately about their work.
  • Share your insight. Help your audience learn something new. It can be related to your area of expertise or simply unique to the needs of your customers.
  • Demonstrate you are part of the community. Show how you care about more than just the bottom line.
  • Interact with your customers and prospects. Show they are more than just a transaction by acknowledging their comments, responding and engaging.
  • Sell your stuff in a way that respects your online relationship. More than ever, customers don’t want to be sold. They want authenticity and meaning in their commercial relationships and purchases. You can do this by sharing benefits, demonstrating use and incorporating mentions of your product in ways that are smart, thoughtful or funny.

Here are some examples of my favorite corporate social media accounts that have developed their own online personalities: Taco Bell, Dove, Denny’s, Charmin, Old Spice, Staples and Curiosity Rover.

If you create compelling social media content, it not only creates a viral social media effect, but programs like Facebook will show content with high engagement to a larger audience. Conversely, if the engagement is low, the potential audience will be restricted.

Your social media personality should be like your smart, funny and handsome neighbor. You like and trust him. He sells insurance but doesn’t constantly ask you to buy it. He makes you laugh and he can laugh at himself. He lets you borrow his tools. He gives you gardening, and sometimes, insurance advice. You like and trust him. When it eventually comes time to make a decision about which insurance to purchase, you buy his product, because it feels comfortable and right.

Kevin Ketels is President of Kyrris Marketing, a Detroit marketing and communications agency, as well as an Adjunct Professor of Marketing in the Mike Ilitch School of Business at Wayne State University. 

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Navigating the Social Media Maze

Are you listening?

Why monitoring social media chatter can make or break your reputation

By Daniel Cherrin
Founder and CEO
North Coast Strategies

This post is part of the Digital Marketing Boot Camp series, a new set of blog posts across different mediums designed to provide intel to people and companies looking to improve their digital marketing strategy.


If you or your company are not on social media, you should be. After all, just because you or your company are not Tweeting or otherwise posting pictures or updates, does not prevent others from talking about you. It is important for you to listen to the chatter, know the influencers or where the discussion got started in the first place.

Why? To protect your reputation and bottom line.

dan-cherrinNews now spreads in a matter of seconds thanks to social media and mobile technology. Whether the news is positive or negative, brands have to be able to react almost instantaneously with as much information as they can possibly assemble when their brand is mentioned. When a response is late, it is often too late. To avoid this, data from all media sources must be collected in real-time. This way companies have the ability to assess when they need to respond to inflated media exposure as quickly as humanly possible and can send out a timely message when they do.

New technologies and new business models have emerged to deal with our complex data-driven world. Across the media spectrum of social media and blog posts, online news mentions and Tweets, corporate communications teams are overwhelmed with data associated with their brand mentions, not to mention our own.

To protect your reputation, companies need to be armed with the ability to assess when or if they need to respond to inflated media exposure, “fake news,” or angry customers, as quickly as possible.

In fact, there are two billion people with some sort of social media footprint.

  • Uploading 1 hour of video to YouTube every second
  • Posting 500 million Tweets per day
  • Liking 4.5 billion posts on Facebook per day

I guarantee you or your company is somewhere in there. @DanCherrin.

Yet, 61 percent of the Fortune 500 CEOs are without a social media presence.

Every day, new technologies are emerging. Just take a look at all the new and cool products emerging from the Consumer Electronic Industry (CES) show this month. In 2016, we saw

  • Facebook Live*
  • Instagram Stories*
  • Instagram Live*
  • Snapchat Memories Feature
  • Twitter Live

*Facebook owns Instagram.

In 2017, we will see more live videos, producing better content that people will crave with even shorter attention spans. We will also see more fake news posted on sites that look credible and reposted to give it even more credibility.

What does that mean for you?

  • We are becoming more active on social media
  • People are relying on it for information and taking the information as truth
  • Customers are turning to it for validation and support

Social media is no longer about what we had for dinner. It is even more than just broadcasting the latest news. It’s about creating a community and connecting with influencers to do something.

“On a typical morning, I see plenty of raw, unfiltered commentary on what we are doing right and what we are doing wrong; requests for new features, complaints & product support, event the occasional high five.” Ryan Holmes, CEO of Hootsuite, wrote recently in Fast Company. Unlike most CEOs (other than President-Elect Trump) uses social media to talk directly to his customers in real-time.

So what are they saying about you? Social listening is a process of monitoring the social media chatter about you, your company, its brand and its leaders — In real-time with in-depth reporting.

MORE: Hear more about social media marketing resources and tools at the Digital Marketing Boot Camp, Feb. 15.

There are companies who have created algorithms to monitor your brand, your competitors and your industry.  Companies such as Zygnal, Nuvi, Meltwater, and others. While you can set up your own Google Alerts or leverage other free systems, there is nothing like getting pinged the moment someone is talking about you.

Why is it important to listen?

  • To protect your corporate reputation
  • To monitor what your colleagues and others are saying about you
  • To enhance the customer experience
  • To identify and leverage the influencers
  • To prevent the spread of fake news or bad information
  • To keep tabs on the competition
  • Identify media and influencers driving a story; see the point of origin and how fast    the story evolves

Just because your company is not tweeting or posting, does not mean that others aren’t talking about you online…They are! When you are ready to post or are ready to respond, listening to others on social media will help you respond in ways that matter. And knowing the best time to respond.

Whether you are a big business or small, or even a solo-preneur like me, you should have someone listening for you, who are prepared to engage with data and insight.

According to Nuvi, “At the end of the day, having enormous amounts of data doesn’t mean you have all the insights you need to drive your social strategy forward. A good analysis tool is what gives your data its true value.”

It is time you understand what is being said about you and who is doing all the talking – good or bad.  You should create systems that measure, monitor, analyze and track the conversation and find the resources to help you with any planning or the response and correct and misinformation.

If you are saving lives every second everyday, then you better monitor what is being said abut you. If you want to gain your customers’ trust, then you better know what they are saying about you and make media intelligence central to your business

  • Leverage data to inform strategy
  • Monitor the competition
  • Protect your brand

Before you get started…

  • Know what and whom you be should be monitoring
  • Know who you should be following
  • Know what is preventing you from achieving your objectives


DANIEL CHERRIN is the founder and CEO of North Coast Strategies, a public relations + affairs firm.  Through advocacy, collaboration and strategic relationships, Daniel has built a successful career, as an attorney, lobbyist and public relations professional. This includes serving as the Communications Director for the City of Detroit and Press Secretary to the Mayor of Detroit, federal lobbyist for the Detroit Regional Chamber and the owner of an independent public affairs consultancy. Through strategic communications, strategic relationships and something valuable to share, Daniel works to protect and enhance the reputation of organizations and people in the public eye. You can follow Daniel at and @DanCherrin on Twitter.


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Navigating the Social Media Maze

Factors to consider for channel selection

By Kevin Ketels
Kyrris Marketing

This post is part of the Digital Marketing Boot Camp series, a new set of blog posts across different mediums designed to provide intel to people and companies looking to improve their digital marketing strategy.

My 12-year-old son does not watch broadcast television. He has several favorite YouTube channels and interacts with the world through Instagram. If your company wants to remain relevant to the U.S. consumer in our evolving media landscape, you need a plan for social media.

Social media can be a powerful tool for reaching your customers, and its usage is growing exponentially. The percentage of individuals in the U.S. with a social media profile grew from 24 percent in 2008 to 78 percent in 2016 (Statista). Despite concerns about the reliability of news shared via social media, more than 62 percent of U.S. adults reported social media as a source of information (Pew Research). For better or worse, we are increasingly interacting with others and experiencing our lives through the lens of social media. For the current generation of children, it will be second nature.

As more users jump onto this fast-moving digital bandwagon, it is no surprise that many new social media channels have become available. Figuring out which channels to engage can be overwhelming.

Factors to consider when evaluating social media

With so many options, many marketing managers are asking how they should prioritize. They need to consider which channels are the best match for their target audience, product messaging, social media capabilities and capacity. Not all channels are equal, and different channels may be more or less appropriate for a particular business or message.

MORE: Hear more about social media marketing resources and tools at the Digital Marketing Boot Camp, Feb. 15.

Below are some things to consider when deciding which social media channels are the best fit for your company. Also, check out this Social Media Overview for a description and demographic characteristics from a sample of the most popular channels.

  • Number of users: Generally, you want to get the most bang for your buck. How many active users does each social media channel have? Facebook is the largest, by far. Higher numbers are better, but don’t disregard a less popular social media option that may be closely matched with your target audience. Also, is that active user number trending up or down?
  • Channel content: What type of content is shared on each channel? Personal, news, entertainment, art or business? Make sure the content and tone of messaging on the selected channel is compatible with your brand.
  • Channel format: In what format is the content shared? This can be text, pictures, video, etc. Some marketing messages are better delivered in specific formats.
  • Demographics: What categories of people use each social media channel? Consider gender, race, education, income, etc. Match this up to your target audience to find the most compatible social media option.
  • Time: Most importantly, how much time does your organization have to manage your social media channels? Don’t bite off more than you can chew. Social media marketing is much more than throwing something up on Facebook or Twitter once in a awhile. It requires strategy, planning, content creation and execution. If you don’t have enough dedicated resources internally, limit the number of social media channels you support or seek outside help. A poorly maintained social media presence, or a company that is nonresponsive when contacted via social media, can give a negative impression of your brand.

Social media isn’t the answer to all your marketing challenges. It should be one of the significant tools in your arsenal that helps establish relationships with your target audience.

Kevin Ketels is president of Kyrris Marketing and an adjunct professor of marketing in the Mike Ilitch School of Business at Wayne State University.  

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