by Fronetics | Aug 4, 2015 | Blog, Content Marketing, Logistics, Marketing, Supply Chain
Do reverse logistics companies need to focus on content marketing? Yes.
Should they use LinkedIn? Yes. Twitter? Yes. YouTube? Yes. Yes. Yes. Should they blog? Yes!
Several reverse logistics companies are already using content marketing in an effort to connect with peers and potential B2B consumers. IT Asset Disposal (ITAD) company, TradePort, has an informative blog and utilizes LinkedIn, Facebook, and Twitter. The large 3rd-party logistics (3PL) company, Unyson, utilizes the top B2B social media outlets with just under 2,000 followers on Twitter and just over 3,000 followers on LinkedIn. On the homepage of their website you can view a running tally of how much money they have saved their customers. At the time of the writing of this blog it’s at $2,055,763,398.
What the studies show:
The Content Marketing Institute reports that 8 out of 10 people identify themselves as blog readers, and 23% of all time spent online is spent on social media sites. With the rise of the blog, companies have gotten smart about how to reach their current and potential consumers. According to Forbes, many brands are moving their advertising budgets from television to online videos.
In the B2B world things are changing, too, with many executives wanting to gain information through other mediums. The Content Marketing Institute also reports that a majority (80%) of business decision-makers prefer to get information from articles rather than through advertisements.
We know that inbound marketing is effective in garnering consumers’ attention. It’s aligned with a generation of people who want to be educated about the products they’re buying and who are willing to search for those products online. Even with all of this known, it’s important to ask: what is the ROI when it comes to content marketing?
Return on Investment
In order to calculate ROI, the cost of content marketing needs to be assessed:
- salaries (if going in-house)
- marketing agency or contractor services
- additional overhead
- distribution costs
- design and publication software
After those costs have been calculated, the next step is to subtract that number from the revenue generated. The Guardian has put forth its simple content marketing ROI calculator:
(Revenue Generated – Cost of Content Marketing) / Cost of Content Marketing = ROI
According to the newspaper, “A simple calculation could say that you drove 1000 visits through a piece of content, and Google Ads would have cost £1 per click, e.g. £1000 to equal the same. If the content only cost £500, you have a saving!”
But with most seemingly simple things, there’s complexity underneath. Dig deeper and ask more questions:
- Is the money you’re spending on inbound marketing deterring other, less obvious, costs?
- Would it have cost you more through outbound marketing methods to achieve that same level of visibility than through inbound marketing solutions?
- Is inbound marketing bringing in customers or closing a deal more quickly than alternative methods (time is money, after all)?
- Is inbound marketing cutting down the need for staffing in other areas, such as support staff to manage inquiries or support calls?
Some incalculable values from inbound marketing, like consumer preferences, content intelligence, customer relationship strategies, and branding can be hard to tie to a number, but over time you will see that your ROI will become more clear to you as you generate leads, turn leads into customers, and see the result in the form of money gained (American dollars or British pounds!).
There are several ways to measure ROI. Reverse logistics will continue to grow in importance as regulations increase and the environment continues to come to the forefront as an ethical and practical issue. Content is king, so consider it, measure it, and go for it.
Fronetics Strategic Advisors is a leading management consulting firm. Our firm works with companies to identify and execute strategies for growth and value creation.
When it comes to marketing we work with our clients to create and execute strategies that drive success and elevate their brand position within the industry. Unlike other firms, we align marketing programs with business objectives and, through a data driven approach, are able to deliver results with a targeted ROI. Our team is comprised of strategists, marketing professionals, writers, designers, and experts in social media. Together we leverage our experience to increase brand awareness, position our clients as thought leaders, drive meaningful engagement with prospects and customers, and help businesses grow.
by Fronetics | Jul 30, 2015 | Blog, Marketing, Social Media
For decades, companies have relied on the recommendations of friends and family to acquire new customers and grow sales. Social media is now transforming how these recommendations are shared and given companies a way to directly interact with customers. With more than 1.9 billion monthly active users, Facebook is helping businesses amplify their marketing efforts in the places where their leads and prospects are spending their time. In fact, according to an annual report generated by the Content Marketing Institute and MarketingProfs, 84% of companies are using Facebook to distribute their content and promote their brand.
Today, Fronetics is announcing the addition of Facebook to its social media catalog. Click over and like Fronetics Strategic Advisors for up-to-date information on business strategy, marketing and sales, industry notes, blog content, and company announcements. Find Fronetics Strategic Advisors updates on Twitter, too. Follow @Fronetics. And find us on LinkedIn at https://www.linkedin.com/company/fronetics.
To celebrate the launch of our Facebook account, enjoy our top tips for using Facebook to market your business:
- Use the 80-20 rule. 80% of your posts should generate engagement – only 20% of your posts should be sales-focused
- Be sure to add a profile picture
- Use the “About” section to provide relevant company information
- Use photos and videos in posts – they’re likely to get the most views
- Don’t limit posts to only your business – share posts from partner businesses
- Experiment with different posting times to find what’s ideal for your target audience
- Respond to comments posted to your page
- Buy Facebook ads to capture attention
- Use a Call-To-Action button in the landing tab of your page
- Insert a Share Button on posts to encourage sharing of your content
Using Facebook is a great way to get found by visitors searching for your products or services. If you create a community that connects and engages with followers in meaningful ways, you’ll turn followers into leads and leads into customers.
Fronetics Strategic Advisors is a leading management consulting firm. Our firm works with companies to identify and execute strategies for growth and value creation.
Whether it is a wholesale food distributor seeking guidance on how to define and execute corporate strategy; a telematics firm needing high quality content on a consistent basis; a real estate firm looking for a marketing partner; or a supply chain firm in need of interim management, our clients rely on Fronetics to help them navigate through critical junctures, meet their toughest challenges, and take advantage of opportunities. We deliver high-impact results.
We advise and work with companies on their most critical issues and opportunities: strategy, marketing, organization, talent acquisition, performance management, and M&A support.
We have deep expertise and a proven track record in a broad range of industries including: supply chain, real estate, software, and logistics.
by Jennifer Hart Yim | Jul 27, 2015 | Blog, Marketing, Social Media, Supply Chain
Editor’s note: This is a guest post written by David Weaver. David has spent the past several years developing a best practice online marketing strategy for the inventory and supply chain division at INFORM GmbH.
Blogging has been around for years, yet some of the most basic questions regarding this communication method are still being asked. In fact, it has been around so long that some people are even asking the question “Is blogging dead?” My answer to that provocative question is of course no, but the blogging world is evolving. Despite the ever changing playing field, one of the most important success factors to blogging is to always keep the target audience in mind when writing an article. If content is not focused and targeted, a blog platform may actually experience a slow and agonizing death.
I started blogging in 2012, relatively late considering the concept has its roots in the 1990’s. Over the past three years, I have had the opportunity to network with some top bloggers as well as newcomers on the blogging scene. Whether I was the one asking or answering the questions, five common themes come up in the majority of blogging discussions I have been a part of. While the questions may be “basic” the answers, in my opinion, are not always easy:
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What is the point?
This is a question I like to ask myself every time I write a new article. If I am not delivering either a fresh take on an existing topic or offering unique insights, I tend to rethink the purpose of the article. Regarding blogging in general, from a business perspective, numerous benefits can be realized:
- Expansion of online reach
- Lead generation
- Increased SEO presence
- Improved image
- Thought-Leadership
- Increased networking opportunities
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Is it too late to start?
No. I recently attended a content marketing event, and next to “ephemeral media”, the topic of influencer marketing was heavily featured. The majority of attendees agreed that everyone is an influencer with a network of friends, family, colleagues and acquaintances. Blogging serves as outlet for the expression of this influence.
The good news is that there are a multitude of blogs already out there looking for contributors, so you don’t have to create something from scratch. As an example, if you are a supply chain professional wanting to share your experience on the topic of supplier relationship management, simply type in “supply chain blog” in Google and you will find several platforms that would be happy to hear from you.
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How do I stay motivated/come up with ideas?
Next to actually starting to write, one of the most difficult tasks is writing a new article when the previous article you posted received little to no attention. This is often the case in the early stages of the blogging process and can be very discouraging. A discouraged writer will consequently have trouble in the idea development stage. Some ways to stay motivated and keep the creative juices flowing include:
- Brainstorming with family and friends
- Scanning Social Media for trending topics
- Asking readers and other industry experts for feedback
- Starting a blog series that will leave readers wanting more
- Varying your content and include videos, infographics and guest bloggers
If you are new to blogging, always keep in mind that the journey is long and developing a following/readership will take time. Don’t give up!
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How often should I post?
The answer to this question is easy: it depends. There are differing opinions on this subject and the general rule of thumb is also vague, namely “post regularly.” My stance on the matter is that quality trumps quantity. If an article seems forced or does not bring something new to the table, it is best to allow the idea to mature and deliver a comprehensive article at a later date instead of posting to meet a deadline.
When starting out, it is best to set achievable goals i.e. “I will post one article per week.” On my first blog project, I set the goal of publishing an original article every Monday. This provided consistency for the readers and gave me time to develop new ideas.
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How do I deal with critics?
I believe the fear of putting oneself out on the web is one of the highest hurdles to publishing articles on blog platforms. The fact is, there will be people that disagree with your opinion. The deciding factor is how you deal with the criticism. Getting into a name-calling, heated argument with an internet troll is not recommended and can only lead to a damaged reputation. With regard to constructive criticism and differing opinions, it is important to acknowledge the difference and remain professional. This includes respecting the other person’s opinions. In the end, it may be best to “agree to disagree”.
Closing thoughts
Aside from the purposes mentioned under “What is the point,” I use various blog platforms as a way to start a conversation and learn from others. Blogging is time consuming and hard work, but in my opinion, the benefits far outweigh the costs. My questions to you: If you are not blogging, why not? If you are blogging, what are some open questions you have?
by Fronetics | Jul 20, 2015 | Blog, Logistics, Marketing, Social Media, Strategy, Supply Chain
Sourcemap: doing well by doing good.
Leonardo Bonanni’s company, Sourcemap, is doing well by doing good, and he’s helping companies to do the same. In working on his doctoral thesis at MIT, Leonardo Bonanni created a service that is good for the world on many levels – it saves companies money and it works towards sustainability through transparency. Bonanni is bringing the people what they want. Consider these numbers from recent surveys:
- more than 88% of consumers think companies should try to achieve their business goals while improving society and the environment
- 83% of employees would seriously consider leaving their job if their employer used child labor in sweatshop factories
- 65% would seriously consider leaving their job if their company harmed the environment
Bonanni’s innovative company, Sourcemap, helps clients visually map the supply chain route, from raw materials to end-users, providing unique and important visibility. Companies like Stoneyfield, Mars Chocolate, Fairphone, and Office Depot can see risks and disruptions in the supply chain in real time, act responsibly, promote sustainability, and please consumers who are increasingly curious and conscientious about materials sourcing.
The likes of the Wall Street Journal, Forbes, and The Guardian have taken interest in Dr. Bonanni and Sourcemap. Here he shares some insights with Fronetics on the growth of the company and how he won’t rest until mapping the supply chain is status quo.
What’s the most exciting thing going on at Sourcemap right now?
2015 is the year of supply chain mapping. When we started helping companies trace their products to the source, it was 2007 and the question was ‘why would we want to do that?’ Today it’s ‘how fast can we start?’ Whether it’s risk, sustainability, or simply finding more efficient ways to source products, companies need a big picture of the end-to-end supply chain. What’s exciting is how fast and far we help our clients get there – sometimes in as little as one day.
Tell me about how the maps are built. Are the maps on the free source platform built the same way as the maps on the enterprise platform?
Sourcemap started as a service for consumers to find out where products come from (free.sourcemap.com is still the only website where anyone can make a supply chain map, no training required). Users log in and map a supply chain – from raw material to end customer – as easily as drawing dots and lines on a Google map. Soon after the free website launched manufacturers approached us to see if we could help them figure out where their products come from. We had a lot of experience from serving millions of visitors through our free website, so we knew how to make a robust and intuitive interface for supply chain mapping. We adapted the technology to enterprise needs by adding company specific KPI’s, network analytics, and real-time reporting. The difference is that our enterprise users don’t draw the supply chains one link at a time. Their maps are automatically generated in near-real time from transportation, purchasing, and product lifecycle management databases.
Is it hard to convince businesses that there is an economic or competitive advantage to a utilizing a platform like Sourcemap?
It’s true that Sourcemap was originally built for sustainability, and it can be hard for companies to dedicate resources to long-term issues when short-term priorities come up every day. But our first success wasn’t helping companies be more sustainable in the long term. It was helping them tackle short-term crises, by developing a supply chain repository for emergency response and business continuity planning. Our clients were spending days and weeks to determine how a natural or human-made disaster was impacting any of thousands of suppliers worldwide. We brought that time down to minutes. Then supply chain managers started to see the benefit of knowing not just who they buy from, but who their suppliers buy from – and making decisions to consolidate or diversify supply, move inventories around, and decide when to in-source / out-source processes. These decisions represent huge savings in overall supply chain cost.
This is fantastic tool for companies who are proud of their supply chains, but what about those companies who aren’t, or who aren’t even fully aware of the steps and impact of their chain?
Over the years we’ve worked with companies big and small, with widely differing visibility into their supply chains. What we’ve seen is that the biggest benefit – the low-hanging fruits – are there for first-time supply chain mappers. These are companies that have expanded through acquisitions, are entering new markets or introducing new products – basically any organization that needs to account for a whole new way of doing business. Then, supply chain mapping is the easiest way to keep tabs on everyone in the supply chain and make sure that decisions are taken with an eye on the big picture.
In the years you’ve been doing this work have you seen a shift in consumer demand around the sourcing of materials and making of products? Is there increasing social pressure for companies to “do good”?
We’ve seen two drivers for supply chain sustainability and transparency: companies who want to attract the best talent, and brands looking to differentiate their product by providing information on its price, its composition, or its source.
Given that you teach at Columbia, I’m wondering if you see a difference in the passion, awareness, and attitude around sustainability with younger generations? Have you seen growth in the enrollment numbers in your classes?
I like to teach one or two evening classes a year (this Fall at NYU) to see how supply chain thinking is evolving as it becomes more mainstream. My class hasn’t changed much since it started in 2007, but the students have. Sustainability used to be a futuristic concern, and no one outside logistics departments ever talked about supply chains. Today there is a real desire among students to be social entrepreneurs, and part of that means thinking about products and services holistically – making sure that the social and environmental impacts are drivers of innovation, not just a nice-to-have. Enrollment has grown, and so has the number of departments where supply chains play a role: from engineering, architecture and design to business, public policy and international affairs.
Has social media played a role in the growth of the business and/or the operations of the business?
Sourcemap wouldn’t be here without social media. The fact that our supply chain maps can be embedded in other websites attracted over a million visitors in the first year. We saw brands embedding maps of their supply chains on their own websites, and we got a tremendous amount of traffic from being embedded and linked from the Huffington Post, Wired and Fast Company.
What are your ultimate goals for Sourcemap?
Supply chain mapping – knowing where products originate – gets easier the more companies do it. It requires information sharing, which means tighter collaboration between buyers and sellers. We’ve seen it become a requirement of purchasing departments: if you want to sell your products, disclose the raw material origins. That makes it easier to trust – and verify – the quality, the compliance, the sustainability of the product. Personally, I won’t rest until supply chain mapping becomes part of doing business as usual.
Dr. Leonardo Bonanni is Founder and CEO of Sourcemap, the supply chain mapping company. The New York-based startup offers enterprise software for companies to trace products, evaluate social, environmental and financial risks, and monitor improvements over time. One day soon you’ll be able to scan a product on a store shelf and be connected to the people who made it through the Sourcemap social network.
Leo is a supply chain transparency advocate named among the 100 Most Influential People in Business Ethics (2011) and America’s Most Promising Social Entrepreneurs (2012). He teaches sustainability at Columbia and at MIT, where he received his doctorate from the MIT Media Lab. He has a background as an architect, an inventor and a performer.
Fronetics Strategic Advisors is a leading management consulting firm. Our firm works with companies to identify and execute strategies for growth and value creation.
Whether it is a wholesale food distributor seeking guidance on how to define and execute corporate strategy; a telematics firm needing high quality content on a consistent basis; a real estate firm looking for a marketing partner; or a supply chain firm in need of interim management, our clients rely on Fronetics to help them navigate through critical junctures, meet their toughest challenges, and take advantage of opportunities. We deliver high-impact results.
We advise and work with companies on their most critical issues and opportunities: strategy, marketing, organization, talent acquisition, performance management, and M&A support.
We have deep expertise and a proven track record in a broad range of industries including: supply chain, real estate, software, and logistics.
by Fronetics | Jul 7, 2015 | Blog, Marketing, Social Media, Strategy
With LinkedIn claiming the top spot for social networking professionals, there’s a good chance you already access the social network regularly. But what you might be missing on LinkedIn could be the key to unlocking more business opportunities.
Allow me to explain. There’s been a lot of talk about the impact social media is having on business sales. And for good reason – last year, the total amount of sales that could be tracked to social networks hit $3.30 billion, up 26% from 2013’s $2.62 billion. A growing number of companies are realizing there’s more opportunity than ever to use social platforms as lead generation and prospecting tools. When it comes to LinkedIn, reports suggest that users who command a deeper understanding of the social network’s capabilities reap far greater benefits than those that still view LinkedIn primarily as a job search tool.
One of LinkedIn’s best features for driving new business leads and opportunities is LinkedIn Groups. LinkedIn describes their Group feature as a “place for professionals in the same industry or with similar interests to share content, find answers, post and view jobs, make business contacts, and establish themselves as industry experts.” Essentially, it’s an online community where you can connect with industry peers and like-minded professionals (read: prospects and leads).
Never tried Groups before? Here’s a quick guide to get you up and running so you can start prospecting and finding leads today. As a prerequisite, you should already have an active LinkedIn account. If you don’t, start here.
Find Groups
To start, let’s take Groups out for a spin. From the homepage, navigate to the search bar at the top and click on the tab directly to the left on it. Drag down to “Groups”, then, type in a subject you’re interested in (e.g., marketing, sales, baking, etc.). You might notice that when you do a search, LinkedIn also provides suggestions not only on “Groups” but in several other categories such as “Connections,” “Companies,” “Features” and “Skills.” Once you’ve used your keyword to narrow your search, find a group that best matches what you’re looking for.
Cast a Wide Net
Once you’ve selected your group, join it. You may have to request membership approval if it is a private group. While there’s no limit to the amount of groups you can join, the sweet spot for lead generation is to join groups that are outside your industry or function that might help you grow your business. If you’re a small (and growing) 3PL, for example, don’t just industry groups, expand your network by joining groups for entrepreneurs and small business owners.
Commit to Building Your Network
Set aside some time each week to connect with five current or former business colleagues. LinkedIn makes it easy by providing suggestions based on your current connections and places of employment. More connections equal more opportunities for discussion about your company’s products and services.
Answer like a Pro
Use the Answers section within your groups as a place to showcase your expertise. Set a goal to answer at least two questions per week. After actively participating in a group for at least two weeks, start your own discussion within the group. Engaging industry peers in a rich dialogue is a great way to build trust and confidence among members of your new group. Turning your question and answering activity into leads is a long-term strategy, but one that can prove successful as people will begin to look at you as an expert and leader in your industry.
Practice Consistency
The key to generating leads via LinkedIn is consistency. Steady participation in your groups is the secret is to building relationships that will pay off in the end. Take some time to determine what’s working in your strategy and refocus your efforts as necessary, but always, always be consistent in your participation. In the end, it’s your activity that is going to set you apart from the competition and establish your expertise.
In a recent survey of sales professionals, most reported they were unfamiliar with LinkedIn’s full capabilities, but in the same survey, a little more than a third of respondents reported generating new business opportunities and revenue gains from their use of LinkedIn. It’s clear that the social network holds opportunity for those that recognize – and leverage – the network’s full capabilities.
Fronetics Strategic Advisors is a leading management consulting firm. Our firm works with companies to identify and execute strategies for growth and value creation.
Whether it is a wholesale food distributor seeking guidance on how to define and execute corporate strategy; a telematics firm needing high quality content on a consistent basis; a real estate firm looking for a marketing partner; or a supply chain firm in need of interim management, our clients rely on Fronetics to help them navigate through critical junctures, meet their toughest challenges, and take advantage of opportunities. We deliver high-impact results.
We advise and work with companies on their most critical issues and opportunities: strategy, marketing, organization, talent acquisition, performance management, and M&A support.
We have deep expertise and a proven track record in a broad range of industries including: supply chain, real estate, software, and logistics.
