by Fronetics | Sep 12, 2017 | Blog, Current Events, Marketing
Fronetics announces the official launch of sister brand, Fronetics Real Estate, serving residential and commercial real estate clients.
It’s a big day for Fronetics! We’re officially launching our new brand, Fronetics Real Estate (FRE), offering digital and content marketing services to residential and commercial real estate clients.
Over the last two decades, real estate has seen a major shift in buyer behavior, with buyers now conducting the majority of their research online. Content marketing is an approach that puts real estate marketers in charge of the way prospective buyers and tenants perceive and interact with their properties. The strategic creation and distribution of content helps properties:
- Build brand awareness
- Generate prospects
- Lower cost per lead
- Increase occupancy
- Drive sales
- Improve retention
As content marketing experts, Fronetics Real Estate is uniquely positioned in the real estate industry. Firstly, we have a proven history of success with content marketing for real estate. Our clients benefit from having a dedicated account team that works exclusively with real estate clients — they know how to help them succeed.
Secondly, our approach is unique in that it starts with data and ends with measurable results. We design and execute a strategy that aligns with your business objectives. That way, our clients see movement where it matters: lower cost per lead, higher occupancy, and faster sales.
Real estate marketing services
Fronetics Real Estate’s portfolio of digital and content marketing services includes:
- Content marketing: strategy development, content creation, and execution
- Social media: strategy, management, distribution, advertising
- Email marketing: templates, marketing emails, workflows, and newsletters
- Website development: branding, design, maintenance, and content creation
- Paid advertising: pay-per-click and social media advertising
- Sales enablement: reporting and analysis, sales content optimization, automation
Whether you have luxury condominiums, for-rent apartments, a planned community, commercial properties, or mixed-use/retail space, we would love to show you about how Fronetics Real Estate can help you reach today’s prospective buyers and tenants.
Read the official press release or visit our newly launched Fronetics Real Estate website to learn more about FRE.
by Fronetics | Jul 25, 2017 | Blog, Content Marketing, Marketing, Strategy
When you achieve sales and marketing alignment, your company will perform better. Here’s how to get there.
The State of Inbound 2017 reports that only 22% of respondents say their sales and marketing relationship is tightly aligned. That’s a big problem.
Sales and marketing teams that are tightly aligned perform better, and revenue increases as well. Clear and consistent expectations between the two teams results in positivity across the boardroom.
Here are 6 ways to embrace “smarketing,” the process of integrating sales and marketing.
6 steps to ensure sales and marketing alignment
1. Create an agreement.
Marketing strategies are three times more effective when a Service Level Agreement (SLA) aligning marketing goals with sales team practices is in place. The SLA clearly states how each side will help one another. Some 80% of respondents with an SLA in place who feel tightly aligned report that their marketing strategy is effective. Tightly aligned marketing and sales produces higher-value marketing leads.
2. Hear it from the top.
Demonstrate the value of aligned sales and marketing across all levels of the company. C-level executives know the importance of tight alignment, and when they communicate it to managers and individuals, it will boost key players’ confidence. Shout it from the rooftops so everyone gets the message.
3. Straddle both sectors.
Create a position or positions to supervise the alignment of both fields. That person can put a plan in place with measurable outcomes, as well as mechanisms for tracking client leads and feedback. First on the new position to-do list: devising an “Alignment 101” class to train each group on expectations and processes.
4. Monitor the revenue cycle.
Develop a system to keep track of leads from inception to signing on the dotted line. Make sure both sides of the aisle can (and do) access and update lead information, allowing everyone to take ownership of business successes. Monitoring the revenue cycle keeps everyone accountable.
5. Hold meetings and calls.
No one wants more meetings added to their calendars, but a weekly or bi-weekly check in gets everyone on the same page, imperative for tight alignment. Consider listening in on sales calls and attending each other’s networking events. Have fun learning about each other’s fields and how they overlap. A fresh set of eyes on something can often lead to a positive brainstorming session.
6. Create content.
Generating content for the sales team is a helpful way to partner up. Email templates, white papers, social media content, and Q&As are all tools salespeople can use to attract the attention of potential customers. Ask your sales counterparts how you can better support them.
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by Fronetics | Jul 17, 2017 | Blog, Content Marketing, Marketing
Outsourcing doesn’t have to be an all-or-nothing thing. Considering parsing off these marketing tasks based on internal resources and expertise.
Everyone needs a little help sometimes. That’s particularly true when it comes to B2B marketing. In fact, 52% of B2B marketers attribute stagnancy in success to not having enough time devoted to their marketing programs, and 49% attribute stagnation to content creation challenges.
Outsourcing marketing allows you to focus on insourcing your core competencies while delegating specialized tasks to external experts. And it’s important to note that you don’t have to outsource ALL of your marketing. Choosing several areas beyond your staff’s expertise or that are particularly time-consuming can help you improve your marketing efforts and take stress off an overworked internal marketing team.
Here are seven areas where you might consider outsourcing.
7 marketing tasks to outsource
1) Website development and design
Sure, you could build a perfectly functional website from a template, or have your techy nephew Chris put something together while interning with your company over summer break from college. But this is one area we feel strongly is best left to the pros.
A sleek, modern website that’s easy to navigate makes a big statement about your company. The overwhelming majority of buyers will visit vendors’ websites while researching and making purchasing decisions. The experiences they have while browsing contribute to their overall perception of the companies. Imagine how poor site organization, outdated functionality, or technical problems reflects on your brand.
In addition to creating a well-functioning site, the right developer/designer brings niche specializations to the table as well, such as usability engineering, search engine optimization, and more. Capitalizing on a professional’s knowledge in these areas can make a big difference in web traffic, visitor engagement, and, ultimately, lead generation and sales.
2) Social media management
Social media management sounds easy and fun. But if this task has ever fallen on your plate, you know the exact opposite is true. It can be one of the most time-consuming, frustrating tasks your business faces — and that’s before you realize you have to keep up with all the latest trends and platforms to be effective.
Outsourcing social media management to a knowledgeable partner can free up hours of your day and improve your social engagement and reach. These firms know what works and what doesn’t because they’re active every day on multiple platforms managing accounts for multiple clients.
And it’s not just posting every now and then. A good social media partner will craft and publish original content, but they’ll also curate great content from relevant sources, like industry partners. Outsourcing these tasks to the pros helps build a strong following and brand awareness for your company.
3) Content creation
Blog posts, emails, case studies, white papers, ebooks, webinars, marketing collateral, newsletters — how much content is your staff responsible for creating on a weekly, even daily, basis? Is it the kind of informed, quality material you’re proud of?
Content creation is one of the easiest marketing tasks to outsource. It will immediately give your staff back hours into their days. And the right outsource partner will produce high-quality, SEO-optimized content that will drive traffic, build trust with leads, and persuade buyers.
4) Videography
Video is the hottest content platform right now. I’ve written extensively about the opportunity supply chain and B2B businesses have with video, even if it’s just point-and-shoot iPhone video interviews with subject-matter experts. But professionally produced videos open another level of potential.
There are many firms and individuals that specialize in videography, and you’d be surprised how affordable and quick they can be. Or, some content creation partners also do video or can find a third-party videographer and manage the process for you.
5) Graphic design
This is one area where you really can’t fake it. Professional designers are worth their weight in gold, particularly when you need a professional document or graphic in a crunch. They can turn your documents into beautiful, easy-to-read brochures, or make dry technical data into eye-catching infographics. You may be savvy with Word templates, but they’ve got nothing on the pro designers.
6) E-commerce
Any sort of back-end system will work more smoothly if you are able to outsource the project to an agency already familiar with implementing and running specialized platforms. A smooth and well-thought out e-commerce process without any hiccups leaves customers happy and more likely to return.
7) Strategy and execution
Did you know you can leave marketing strategy to the experts? The right partner will work closely with you to develop a strategy that closely aligns with your business and marketing goals. They can even execute the strategy for you, as well, and then provide you with regular updates on how it’s working. This kind of results-driven approach will ensure you’re stretching your marketing dollars to the fullest extent and getting the kind of results that will grow your bottom line.
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by Fronetics | Jul 12, 2017 | Blog, Content Marketing, Logistics, Marketing, Social Media, Supply Chain
Here are our 10 most popular articles covering supply chain and digital marketing, based on our mid-year analysis.
If you ever read this blog, or are familiar with Fronetics, you know we’re big advocates of regularly measuring and analyzing metrics that help you assess your marketing efforts. We don’t just say that: We actually practice what we preach. In fact, I was recently a mid-year audit of our blog content for this very reason.
That’s why I know which articles have been the most read this year. And I know (from past analysis) that our readers really appreciate having curated lists of popular content, so I wanted to share with you our top 10 supply chain and digital marketing articles in 2017… so far.
Top 10 supply chain and digital marketing articles of 2017 (as of 7.1.17)
These are our picks for the best blogs in the logistics and supply chain industries. They cover a range of topics, from technology to strategy, and feature thought leadership by some of the brightest minds in the field. Read post
This guest post from Argentus Supply Chain Recruiting, a boutique recruitment firm specializing in Supply Chain Management and Procurement, includes an infographic shedding light on the differences between these often-confused functions. Read post
Buzzsumo’s Steve Rayson used data to analyze patterns the most popular content posted on LinkedIn in 2016. He identified headlines and topics that were most successful. The results are really interesting and say a lot about what content resonates with the general LinkedIn community. Read post
With social media networks changing daily, it’s hard to keep up with where to distribute content, much less how often. Countless studies have attempted to solve the social-media-frequency equation. And while audiences vary across industries, best practices give us some general guidelines. Here’s our assessment of social media posting frequency. Read post
Ellen Voie is successfully breaking down barriers and changing the perception of the trucking industry. As founder and president of Women In Trucking (WIT), Voie and her team work to promote the organization’s mission “to encourage the employment of women in the trucking industry, promote their accomplishments, and minimize obstacles faced by women working in the industry.” I interviewed her about her path to success. Read post
Every year we ask our readers to vote for the best industry blogs. The results are always interesting — there’s really a lot of great supply chain and logistics content out there, plus it’s great to see where our readers are finding value. This year, they voted Morai Logistics, Women in Trucking, and the Oracle Supply Chain Management Blog as the top 3 logistics and supply chain blogs of 2017. Read post
There is a lot of research out there that highlights the optimal time to post on various social media platforms. But, the truth is, there is no one-size-fits-all social media posting solution. You need to know the best time for your business to post content. You want more than just a general idea of when to post. You want specific information about your target audience — when they’re actively scrolling, reading, watching and liking your content. These tools can help. Read post
Instagram’s recently launched feature, Instagram Stories, offers marketers a new platform for content delivery that is wildly popular with millennials (who are shaping B2B buying). But unlike other networks with short-term video-sharing opportunities (ahem, Snapchat), Stories can have a polished, professional feel that well suits B2B brands. Here’s what they are and some ideas for how to use them. Read post
This article is part of a series of articles written by MBA students from the University of New Hampshire Peter T. Paul College of Business and Economics. Jacob Rossman discusses the inevitable rise of autonomous trucks and the social and economic factors driving the progression of their technology. Read post
Another article by an MBA student, Meghan Sargent looks at Starbuck’s often-studied supply chain management practices, which, according to some, make Starbucks’ coffee and customer experience superior to those of its competitors. She asks: What exactly is Starbucks doing differently than other international coffee retailers? Is its coffee truly better? Read post
Honorable mentions
I couldn’t leave out these posts, which almost cracked the top 10!
We strive to be a go-to resource for all things digital and content marketing for the supply chain and logistics industries. If there’s a topic you’d like us to cover, please let me know in the comments below, or feel free to email me directly.
And — shameless plug warning — subscribe to our blog to get the latest content delivered to your inbox on a weekly basis! (Sign up on the right.)
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by Fronetics | Jul 11, 2017 | Blog, Content Marketing, Marketing, Social Media, Strategy
Take an honest assessment of these 6 areas to see if outsourcing your marketing might be a smart move.
Supply chain companies are increasingly open to outsourcing their logistics because it allows them to focus on their core competencies while improving productivity. So why not apply the same rationale to bolster your marketing efforts? Don’t be afraid to look outside the box for the marketing tools you need to succeed.
As your competitors’ marketing budgets continue to climb, your company needs expertise on your side to get the most out of your marketing dollars — and that’s especially true in the digital space. Content marketing can be very challenging for novices and seasoned marketers alike. Blogging, paid search and social advertising, email marketing, social media management: there’s a lot to juggle. That’s why many companies are outsourcing some — or all — of their marketing programs.
Have you considered outsourcing as an option? Maybe it’s time you did. Parsing out certain projects on an as-needed basis to an outside firm can help you comfortably navigate and succeed in the marketing world.
6 signs you should outsource your marketing
Assess your staff in these six areas to determine if it’s time to explore outsourcing your marketing efforts.
1) “Wait, what’s going on with social media now?”
Do you feel like your company is always reacting to marketing trends instead of planning for them? You need to be one step ahead of what’s coming, especially in fast-changing spaces like social media, in order to meet your customers where they are.
Learning best practices and new tools can be challenging, especially if you’re time strapped. Using an outside firm with expertise across the spectrum — and whose job depends on knowing the newest platforms and media — will give you an edge over competitors.
2) Everyone is at capacity.
Is your current marketing team able to take on new projects easily, without compromising existing responsibilities? If your staff has great ideas but not the resources to initiate them or follow through, you need to find a way to fix that.
Consider breaking off projects to an outside firm, even on a trial basis to test the waters. Plus if you outsource to experts, you won’t have to reinvent the wheel in-house or risk being off trend.
3) You lack time for proper strategizing and assessment.
Do you have a unified marketing strategy in place with a way to measure objectives and results? If you’re too busy keeping up with day-to-day work to step back and plan, then regularly assess how things are going, consider outsourcing.
Creating a strategy with short- and long-term goals is essential to marketing success. Using an agency to create a roadmap for you — and then to track progress — will free you up to focus on running your business. Also, an objective audit of your practices can be truly beneficial and will only improve your strategies.
3) You only have time to focus on one or two platforms/areas/ideas.
Are your marketing channels diversified? Your marketing reach needs to extend to all avenues, particularly in the digital world. Outsourcing SEO, paid search and social advertising, blogging and social media projects is a relatively easy task to manage and is absolutely essential for success in the current world.
4) You can’t afford another hire.
Are you on a tight budget? If your budget doesn’t allow for hiring and training key staff, outsourcing your marketing needs is a way to grow your reach and accomplish your goals without generating overhead such as training costs, benefits or payroll expenses. It’s also a way to try out new projects and programs to see if they stick.
5) You don’t have time for professional development.
Is there a skillset you and your employees want to advance? Gauge the temperature of your existing staff to ensure everyone’s needs are being met. Retaining top talent isn’t easy, so keep in mind that you don’t want existing employees to be concerned about their job security.
Identity each in-house staff member’s strengths and interests, and cultivate them. For example, encourage a designer to add a new skill to his or her portfolio, or an analyst to take a webinar or class to become even savvier. Strength what you have but look to complete your marketing toolkit with the available expertise.
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