How to cheat at CX

Posted on 4 Nov 2015

…and get away with it.  9 tips for an amazing CX strategy. Eschew complacency Only 1 in 26 customers complain; the rest just churn! Ask for feedback. If you don’t get it, don’t be complacent – indifference is your enemy. Use automated post-service surveys, feedback forms on your website, printed cards – or just ask. Guarantee good experiences Around 50% of customers are willing to pay more for a good experience IF it is guaranteed, not promised.  Try a money-back offer. Retention rules On average it’s 6 times less...

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New post – Design Thinking in Email Marketing

Posted on 30 Oct 2015

[View the story “Design Thinking in Email Marketing – EMSA 2015; JaneWrites Digital” on...

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Writing personas

Posted on 13 Aug 2015

Personas make your market segment into a real person.  You’re no longer dealing with dry statistical data, you’re creating and publishing content for a segment of your market that thinks and feels, and has needs. Here’s an example of a persona and customer journey I wrote a while back for a recruitment firm.  Using this persona helps to inform their website strategy, their content plan, their traffic-driving strategy and their technical plan. Amanda, The Active Job-Seeker Persona Name: Amanda, 32, Communications...

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Content Marketing Q&A Tips

Posted on 13 Aug 2015

Publish valuable, engaging content for your defined audience, in their preferred channels, for their devices. Ask yourself – what value does this piece of content have for my audience?  Why will they read it?  Is it unique? Is your audience on Facebook?  Your website?  Other people’s websites?  Pinterest?  Orkut? Fish where the fish are. Are they consuming your content on their desktops or their phones?  How about their watches?  If they’re a mobile audience, tailor your content to fit smaller screen sizes.  Make...

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Content Tips from #IMDS15

Posted on 6 Aug 2015

26 tips for effective content marketing from Interactive Minds Digital Summit Brisbane 2015. What did I get from the day? Reaffirmation of everything I think about content: publish relevant, valuable and engaging pieces for a clearly defined audience, or risk just adding to the clutter.

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Infographic – B2B Content Challenges 2015

Posted on 3 Nov 2014

Here’s my take on some of the factors influencing B2B Content Marketing in 2015.  Sourced from TopRank blog, it’s also created with Piktochart, a freemium infographic creation tool.

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Content – the long game

Posted on 14 Oct 2014

Scenario – funky cafe, great coffee, overdue catchup. My good friend is about to tell me her latest troubles at work.  I’m all poised for sympathy/advice/tissues.  Suddenly Gerry Harvey sits down at the table, rips open a huge shouty banner and starts ranting.   Would you listen? Consumers’ increasingly busy lives and their daily information overload from the sheer volume of information available to them via digital technologies mean that they are now largely switched off to advertising messages. They are bombarded with...

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What does Google’s latest algorithm update mean for your business?

Posted on 1 Oct 2013

Google changed its algorithm last week, just before their 15th birthday.  Known as Hummingbird, it’s another step in Google’s strategy to increase relevance in search results for users.  It focuses less on direct keyword matches, and more on trying to match the users search intent, based on a number of factors. Experts agree that as a result of this change, and others (Panda and Penguin), content is more important than ever in a search ranking strategy. Ken Wisnefski of Webimax still maintains that sites creating fresh content that...

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Is Your Website Working Hard Enough? 3 Usability Tips

Posted on 18 Sep 2013

What is usability and why is it important?  Usability means designing your website or other digital interface so that it is easy and intuitive to use. Why is it important? If a website is difficult to use, people leave. If the homepage fails to clearly state what a company offers and what users can do on the site, people leave. If users get lost on a website, they leave. If a website’s information is hard to read or doesn’t answer users’ key questions, they leave.  Jakob Nielson Having spent all that time and budget...

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3 to-do’s for 2013

Posted on 22 Feb 2013

Three things to do in 2013 to stay in touch, keep up to date and make your digital marketing awesome – Publish video content. A picture says 1000 words, but video is better. Videos of your process, competition or product make the complex, simple. A nicely-done video pitch is much more captivating than text – who wouldn’t rather watch a how-to video than decipher a set of instructions? Video content also helps your search traffic (if you have well-optimised video, as well as text, pictures, a Places listing and a blog post,...

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