by Fronetics | Apr 27, 2016 | Blog, Content Marketing, Marketing, Social Media, Strategy
Fronetics’ social media training offers basic instructions on how you can help your company get invited, show up, and make a good impression with customers online.
What if you were told that a number of potential customers all visit the same place to chat and get to know businesses like yours before they choose to buy from them? Would you feel there was a strong reason for your business to have a presence there?
The answer is definitively, “Yes, absolutely!” Yet, some businesses are not establishing a social media presence — today’s ultimate social meeting establishment — which puts them in position of severe disadvantage.
Though you may be hesitant to participate, the various social media platforms are the place to meet, greet, and establish trusting relationships with your potential customers before they commit to a purchase. So, either show up, grab a drink, and chat, or surrender opportunities to your competition, who, by the way, is already “liked” by the masses.
How to Make an Entrance at the Social Media Party
Feeling a bit lost as to how to navigate social media? Don’t simply resign yourself to being the wallflower at this gathering. Make an entrance and get noticed!
Fronetics Strategic Advisors has created a social media training, specifically designed for business owners (B2B and B2C), marketers, and employees who are seeking a better grasp on social technologies. Consider it Social Media for Businesses 101: The training offers step-by-step instructions on using your individual social media presence to help boost your company’s social footprint.
No need to be shy. You know more, and can have a bigger impact, than you think. To be sure, the B2B sales process has evolved, but the basics remain: create conversation; educate the consumer; establish trust; and, eventually, generate a sales lead. But now you and your business can conduct this courting via digital platforms.
In this training, learn how social media is an opportunity for building brand awareness and allowing potential customers to get to know your business. See how you can make an impact on your company’s growth through Facebook, Twitter, and LinkedIn. And get a grasp on the fundamentals — as basic as how to “like” or “follow” your company — so that you feel more comfortable using social media in a professional context.
Social media is limitless opportunity for engagement and branding for your company. Participating across multiple platforms is an ideal way to expand brand awareness and establish your company as a thought leader in its industry. Don’t miss out on the party! Download Fronetics’ Social Media Training below so you can participate in the conversation happening online.
Get the free training
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Fronetics Strategic Advisors welcomes your questions about social media, and can advise you on how to best leverage it to your company’s greatest advantage. Contact us for a free social media assessment.
by Fronetics | Apr 21, 2016 | Blog, Marketing, Social Media, Strategy, Supply Chain
Fronetics’ new report explores the adoption of social media within the logistics and supply chain industries. Learn why your company is at a disadvantage if you are not participating.
It is estimated that over $1 trillion annually could be realized across the value chain through the use of social technologies. Yet companies in the logistics and supply chain industries have lagged behind when it comes to social media participation. The question is: why?
In short, many companies within these industries did not realize that their customers, employees, and competitors were leveraging social media to conduct business. In today’s world, the exponential growth of social media platforms is largely fueled by commercial activity. Consumers and corporations alike are increasingly turning online to do research and make purchases. This holds true for both the B2C and B2B sectors. In fact, a dominant 88% of B2B marketers are using social media in their marketing programs.
Companies within the supply chain and logistics industries, however, have begun to recognize the value of social media — and are starting to reap the benefits. Both large and small businesses alike can profit from the use of social technologies as part of their marketing strategy, and they can reduce their marketing costs by doing so.
About the report
This report offers an overview of social media and social technologies. It identifies users and usage patterns, and describes some of the benefits which companies within the logistics and supply chain industries can realize through participation. Further It offers insight into how businesses are using social media and some strategies for measuring ROI.
Learn more about how your company can benefit by participating in social media by downloading the report below.
by Fronetics | Apr 18, 2016 | Blog, Leadership, Marketing, Supply Chain
Hailey McKeefry began her career in the supply chain industry in 1990 as an intern at EBN. After quickly rising to the position of assistant editor, McKeefry left EBN and the industry to cover enterprise computing. In 2012, she returned to the supply chain and to EBN as managing editor, and in 2014, she was promoted to her current role, editor in chief.
McKeefry’s decision to return to the supply chain industry was driven by the changing perception of the industry and an interest to get involved.
“I saw that the supply chain as a topic was taking center stage in the business world. Companies like Apple, Cisco and others live and die by their supply chain decisions. Clearly, procurement and supply chain now have a seat at the strategic table and are making real bottom-line contributions that are being recognized and valued.”
Four years later, McKeefry remains enthusiastic about the industry and about her role:
“I love the work because it provides an opportunity to talk about people, processes and technology, and to tackle a variety of topics from sustainability and human rights to technology and good business practices. I enjoy the opportunity to create room for important conversations around leveraging new technology, managing risk, and implementing good business practices.”
Women in the supply chain industry
While there remains a gender gap in the supply chain industry, progress has been made. McKeefry is a clear example of progress. Her internship at EBN in 1990 was a “minority internship,” and today, 26 years later, she holds a leadership position within the company.
McKeefry is not alone. At industry events McKeefry sees more female faces than she used to, and she has started to see women in high-powered positions. She points to: Dawn Tiura, CEO of the Sourcing Interest Group (SIG), Deborah Wilson of Gartner, Christina Ruggiero, CPO of Coca-Cola Refreshment, and Jennifer Moceri, senior vice president/chief procurement officer at Tate & Lyle.
In March McKeefry interviewed Fluke Electronics’ Amy Georgi, the first woman to be named the Megawatt winner in the 30 Under 30 Rising Supply Chain Stars recognition program, a jointly sponsored initiative of ThomasNet and Institute for Supply Management (ISM).
McKeefry believes that the changes within the supply chain industry are largely being driven by a “high-level awareness of the importance of closing the gender gap and, more importantly, efforts by many organizations to create opportunities to attract and retain female talent.” Another driving force McKeefry points to is research which shows that organizations with female leadership, or at least a board that has a good gender balance, do better financially.
“Forward-thinking organizations,” points out McKeefry, “are creating opportunities for women by providing mentors and role models, opportunities for advancement, and a chance to think creatively about how jobs are structured.”
“What’s important to note,” McKeefry continues, “is that all of this is also on the wishlist for millennial workers, as well, making it a solid business strategy.”
Despite these positive changes, McKeefry shares that young women still have a hard time finding a female role model and mentor in the supply chain industry. She notes that “it becomes a chicken-and-egg situation of women needing role models before they can become role models themselves.”
What advice does McKeefry have for women considering entering the industry?
“Don’t be afraid to pursue leadership positions and to embrace your own gifts, strengths, and experience to the industry. Make sure that the organization knows (in bottom-line dollars and cents) how supply chain professionals are contributing in strategic ways to the bottom line of the organization, and about how your leadership is part of that. It’s been well documented that quietly contributing doesn’t move a supply chain career forward.”
As a broad generalization, women contribute in unique ways to building the critical relationships within the organization, and that can’t be underestimated. In short, I don’t think women in the supply chain industry should emulate men, but instead should leverage the unique qualities that they bring to the good of the organization.
Relevant articles by McKeefry:
by Fronetics | Apr 14, 2016 | Blog, Marketing, Strategy, Supply Chain
If you’re looking for the latest news and information about happenings in the industry, you should have these five supply chain websites on your radar. In no particular order:
www.dcvelocity.com
Facebook | Twitter | LinkedIn | Google+
DC Velocity is a multi-media magazine serving the informational needs of logistics and supply chain managers and executives. The website is updated on a daily basis with the latest in industry-related news and educational content, written by fellow supply chain professionals. Content includes:
- Best practices/case studies
- Emerging technology
- Labor issues
- Management trends
- New products and services
- New market research
- Equipment profiles and reviews
- Professional development and enrichment opportunities
- Columns and Q&A interviews with industry thought leaders
- Special reports, including:
- Salary surveys
- Best practices awards
- Annual state of the industry spotlight
DC Velocity also regularly posts exclusive news, case studies, seminars, and user-content on their video channel, DCV-TV.
Also check out sister publication Supply Chain Quarterly. This high-quality source for industry intelligence offers cutting-edge ideas on all aspects of the global supply chain, from product design, procurement, transportation, and warehousing to human resources, information technology, and finance.
Read my blog on productivity for DC Velocity.
electronicspurchasingstrategies.com
Facebook | Twitter | LinkedIn
Electronics Purchasing Strategies is a vibrant online community and resource center for buyers, sellers, and suppliers of components, design, distribution, logistics, production, and other services to the global electronics manufacturing industry. Industry strategists and those that serve in the trenches share their ideas about everything from inventory tracking to supply chain planning. Specifically, EPS focuses on the following subjects:
- Economy
- Government and industry rules and regulations
- Purchasing and manufacturing strategies
- Contract manufacturing
- Distribution
- Logistics
- Software development
- Component manufacturing
- Trends with a focus on interconnects, passives and electromechanical devices
Also, I regularly contribute to EPS’s blog — see what I’ve been writing about lately.
www.logisticsmatter.com
Facebook | Twitter | Google+ | Pinterest
LogisticsMatter is an independent supply chain news aggregator and blog covering industry trends and developments, written by founder Martijn Graat. Very conversational with a sleek, modern design, this site offers information about the many challenges one encounters working in the supply chain industry — from handling returns to emerging technologies. Subject areas include 3PL, logistics, supply chain, transportation, shipping, sustainability, and social media.
Be sure to follow Graat/LogisticsMatter on Pinterest, a rare industry presence on the social media platform, where he regularly shares infographics about the supply chain and logistics industries.
www.supplychainbrain.com
Facebook | Twitter | LinkedIn
SupplyChainBrain is touted as the world’s most comprehensive supply chain management information resource, written by experienced industry professionals and trusted content partners. In addition to providing complete coverage of all fundamental supply chain principles, this site identifies emerging trends, strategies and best practices, forward-thinking ideas, cutting-edge solutions, and the latest innovations — and continues to write and report on these as they evolve and mature.
The website features 70 topics, over 2,000 videos, regular podcasts, a think tank of blogs, whitepapers, and research, as well as a list of resources, just in case all of that was not enough for you.
www.supplychain247.com
Facebook | Twitter
Supply Chain 24/7 is an informative online business resource for transportation, distribution, logistics, and supply chain professionals. Select from webcasts, whitepapers, news, and photos, or search for a company overview by industry or trending industry topic. Subject areas include transportation, manufacturing competitiveness, warehouse and distribution centers, and the latest trends from the supply chain industry and the technologies that serve it.
What are your go-to supply chain websites?
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by Fronetics | Apr 13, 2016 | Blog, Content Marketing, Marketing, Social Media, Strategy
You can help your company grow by using social media. Here’s how.
If your business is not utilizing the marketing power of social media, then you are at a severe disadvantage. In this digitally focused world, the fundamentals of marketing have evolved. Everyone, from business to consumer, is online, and you need a solid grasp on social media in order to position your company for growth.
Fronetics Strategic Advisors developed a training on social media, specifically designed for business owners, marketers, and employees who are seeking to expand their social media horizons. The training explains what social media can do for your business and describes the basics of each platform. What do each of these platforms do? What are the benefits of each? How can LinkedIn help your business?
Consider it Social Media for Business 101. Here is a sneak peek:
Why is being on social media so important?
Social media offers an opportunity to build brand awareness and establish your company as a leader within the industry. It is one way that potential customers or clients get to know you and see examples of your business knowledge. Dialogue about your business engages the public, makes them feel a connection to the business, and, if you do it correctly, builds a level of trust between your audience and your company.
What, exactly, can I do with it?
- Engage with/share your company’s content across your social networks
- Invite others within the industry to “like” and “follow” your company on all social channels
- Engage in conversations online and share feedback
- Subscribe to your company’s blog
- Invite others within the industry to subscribe to the blog
- Forward relevant blog content as appropriate
- Optimize your social media profile
How do I begin?
On Twitter
From your Twitter homepage, search for your company using the search bar in the upper-right corner of the page. This will take you to the company’s Twitter feed. Start by “following” the company. After this, you’ll be able to interact by retweeting and favoriting tweets. Retweeting will display a post to your followers. You’ll have the option to add your own comment before the retweet.
On Facebook
From your Facebook homepage, search for your company using the search bar in the upper-left corner of the page. This will take you to the company’s Facebook page. From here, you can “like” your company by selecting the thumbs up “Like” button in the bottom-right corner of the cover photo. As you scroll down the page, you’ll find posts that have been shared by your company. You can “like” and/or “share” each individual post. When you share a post, it is displayed on your profile page and will show up in your friends’ news feeds.
On LinkedIn
From your LinkedIn homepage, search for your company using the search bar at the top of the page. This will take you to the company’s page. “Follow” your company to start receiving the company’s posts and updates in your news feed. From your newsfeed you can “like,” “share,” and “comment” on posts. Use Groups to help connect and engage with potential prospects and industry peers. Find LinkedIn groups by selecting “Groups” from the dropdown box under the main category “Interests.” Get recommendations and discover new LinkedIn groups by using the “Discover” feature. Join a group by requesting membership.
Social media is an opportunity for engagement. Participating across multiple platforms is an ideal way to build brand awareness and establish your company as a thought-leader in its industry. To learn more, download the Fronetics Social Media Training below.
Download training
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by Fronetics | Apr 12, 2016 | Blog, Content Marketing, Marketing, Strategy
Content drives business growth, builds customer loyalty, and helps nurture leads.
One of the best ways to market your business today is to plant the seeds that will generate new customers tomorrow. Enter, content marketing: a long-term solution that helps businesses build brand awareness, grow their audience, and generate new leads and sales.
Most companies, more than 85% of them, realize that content marketing is a vital component to cultivating growth. But, according to the Content Marketing Institute, less than half of those who use it believe they do it well.
It may be particularly difficult for smaller businesses to justify allocating precious time and resources to a strategy that they are not sure is being executed properly. How can they compete against industry giants that have name recognition and massive budgets working for them already?
Medium-sized to smaller companies need to establish a relationship with their potential customers or clients and drive brand awareness, accomplishing this goal with far less resources. And content is the way a company makes that all-important connection.
With quality content, you become a source of knowledge and advice. Most importantly, it reaches potential customers where they most often look for new information: online. Whether a blog, white paper, webinar, video, or social post, you are creating brand awareness and building trust by distributing content. Establishing your company as a reliable source of knowledge is what makes a customer eventually choose to do business with you.
Content Works Overtime
Through your content strategies, you have an endless opportunity to provide potential customers with information about your business, your services, products, tips, or simply advice. The best part is as long as it is good, quality content, on topics that speak to potential customers’ needs and questions, it will continue to generate sales leads.
According to the Harvard Business Review article on the subject, “In both B2B and B2C businesses, customers are doing their own research both online and with their colleagues and friends. Prospects are walking themselves through the funnel (where they gain knowledge for buying decisions), then walking in the door ready to buy.”
Coined by McKinsey, the metaphor of a “funnel” describes where consumers start with a number of potential brands in mind then methodically narrow down their choices. At the end, they emerge with the one brand they chose to purchase from. With social media and digital marketing, content is now a huge factor in the “customer decision journey”.
Will Content Work for Me?
A successful content marketing allows your business to reach more and more potential new customers each week. However, there are some requirements for content to properly do its job.
- Content needs to be consistent (frequent, fresh posts)
- Content must be engaging (taps into what people really want/need to know)
- Content must be good quality (entertains and informs: potential customers should learn something from it and walk away feeling that your company knows what it is talking about)
According to Inc. magazine, it is best to take a holistic approach to your content marketing plan. First you must write down your strategy and be able to tie your overall business goals and objectives into your content calendar.
This is your path and serves as an ongoing content guide. Statistically, only 11% of companies without a documented content marketing strategy find their efforts to be successful, versus 60% of companies with a strategy in place. Designate someone to lead your strategy, and success rises to 86%. In fact, according to a survey by the Content Marketing Institute, the majority of the most effective B2B marketers (86%) have a designated person overseeing their content marketing strategy; versus the 46% of less-effective marketers who do not.
Also remember, content marketing’s main objective is lead nurturing, not producing instant results. You will slowly develop a loyal following of readers and content consumers who continue to return to you for knowledge and, ultimately, your product or services.
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