The experiment: Same article, different results

Last week, Marketing Profs published my article entitled Accelerate Referrals: 9 steps to success and their readers retweeted it 73 times!  This week I began publicizing the article  and it was retweeted at least once. Same article, different results…

So what can we learn from this?  Here are some of my conclusions.  Please chime in with yours!

1. Publish where others will see your article

This seems obvious, but the only way that others can retweet your articles is if they see them in the first place.  One of the reasons that I post in MarketingProfs is that they have cultivated a large number of followers.

Sure, a lot of people visit my site; but the numbers are smaller.  My company is a B2B marketing consulting firm with a healthy articles section.   MarketingProfs is in the business of publishing others’ submissions and therefore offers significantly more content.

2. Build a following across multiple channels to expand your reach

You can expand your reach by publishing the same information across multiple channels as I did.  I have several hundred followers on both LinkedIn and Twitter.  So, chances are a large number of people saw it, but it takes even larger numbers to generate retweets.

Compare my reach to that of MarketingProfs, an organization that has made significant investments in building a following for each of their communications channels.  Examples include the Get to the Point newsletters which they send out each week, the LinkedInGroup they started and moderate, and a strong Twitter presence built bit-by-bit with over 17,000 tweets.

They have greater than 72,000 followers on Twitter alone.  No wonder they got all those retweets.

Building a following takes time, but it really pays off.  When you build a following across multiple channels each feeds the other and amplifies the impact.

3. Convert your following into a community

“Followers” and “community” are not synonymous.  The term “followers” connotes a one-to-many relationship.  The term “community”, however, implies peer-to-peer interactions.  

While I don’t  have data to support this assertion, I suspect that communities are more likely to retweet posts than mere followers.  For one, most communities promote sharing.

For another, sharing likely begets sharing.  Those that have participated in sharing–or even just observed it–have direct experience with the benefits it provides and are likely to want to share more.

MarketingProfs has made significant investments in building a community that promotes sharing.  They started a LinkedIn group actively moderate it  to foster inclusion and conversation.  The organization’s The Get to the Point email newsletters acknowledge particular community members for thought leadership–whether or not the content first appeared on one one of their own properties.  On Twitter, many of their tweets are informational, but a lot are strictly conversational.

4. Keep the community engaged

Communities erode over time unless there is a process for re-engaging with community members.  The best way to keep people engaged is by continuing a conversation on a topic they’ve already signaled they found interesting.

To that end, each MarketingProf article and LinkedIn thread has a box that participants can check to receive notifications whenever someone else comments.  This helps ensure the community is there, listening, and ready to retweet when opportunities arise.

5. Actively encourage retweets

The first thing you see on a MarketingProfs article is the number of people who already retweeted it.  This sends a clear signal to others to do the same.  Then, at the end of the article, MarketingProfs presents readers with social sharing icons to make it easy to share across whatever media the reader prefers.

Content is king–but the king needs a kingdom

Writing great content is a necessary–but not sufficient–condition.   When all is said and done, you need a great list just as you do with conventional marketing.

Think of it as a cycle.  Develop great content, publish where your readers congregate, develop a following across multiple channels, convert your followers into a community, keep the community engaged–and start your “list building” efforts anew.  When the list reaches critical mass, assuming the content remains strong, the retweets will follow.

Those are my conclusions about what it takes to get more retweets.  What are yours?

Related posts:

1. Twitter tidbits

The occasion was a meeting about Emerging Technologies for the Silver Tsunami: Aging in Place through the use of Integrated Technology convened by the Massachusetts Technology Leadership Council at the Boston office of the British Consulate.  It was the panelists’ presentations and the questions and comments from the audience that convinced me that Boston may very well be “the hub”–at least when it comes to leading the charge on “Aging in Place”.

The program began with presentations from three experts–all of whom are nationally renowned.  Laurie Orlov, the only non-Bostonian to speak, is an industry analyst and the founder of Aging in Place Technology Watch a “go to” source for thought leadership and trends in this emerging market.

Andrea Cohen, the CEO of Houseworks, the largest private-pay home care company in New England, and Judy Willet, Executive Director of Beacon Hill Village, an innovative nonprofit organization that helps local residents grow old in familiar surroundings, followed Laurie.  Both of their organizations are pioneers in their respective fields and regularly test and vet technology on behalf of the communities they serve.

Market needs

Andrea offered deep insights into the needs and concerns of adult children, seniors, and their caregivers relative to the acquisition and use of technology.  Judy presented a view of how Baby Boomers will age in place and reminded technology vendors that the senior population is diverse and that one size will not fit all.

Next up, was a panel comprised of representatives from four technology companies addressing the needs of those “aging in place” and/or their caregivers.  Michael Dempsey, Entrepreneur in Residence at MGH and CIMIT did a great job moderating the discussion between this panel and the audience.

Advice for technology companies

I believe the Mass TLC will make the slides available so I have not attempted to summarize the content.  Instead, I’ve just noted advice I believe technology companies may find useful in the order that I heard them.  See caveats in next section.

• Health and wellness is just one requirement (Orlov)
• Other priorities are communication and engagement, contribution and learning, and safety and security (Orlov)
• Seniors will require support, so consider offering subscriptions that bundle products and services (Orlov)



• Don’t wait for reimbursement; most technology will only be covered by private payments at least in the near term (Orlov)
• Get into your buyers’ minds.  (Cohen)
• Recognize you need unique messages for : adult children, seniors, professional caregivers (Cohen)
• Crisis triggers demand, few plan ahead (Cohen)
• Multiple market opportunities to enhance communications:  within families and communities, between families and caregivers, and between seniors and caregivers (Cohen)
• Technology offers professional caregivers an opportunity to elevate their brands above the competition (Cohen)
• Technology may enable professional caregivers to add a billable service line–without adding staff (Cohen)
• Everyone’s needs are different; design solutions that caregivers or users can customize (Cohen)
• It’s all about trust.  Earn a stellar reputation or partner with a company that has one (Cohen)
• Provide benchmarks, justify ROI (Cohen)
• Young seniors will spend money for technology that improves their lives; older seniors tend not to spend money on technology (Willet)
• Transportation is the number one service seniors use, what can you design to enhance it? (Willet)
• Think about ways to decrease isolation (Willet)
• As with other health care services, you need a strategy for raising awareness locally rather than nationally (Willet)
• Don’t make assumptions, speak to users (Cohen)
• Look to Apple as a model for usability and building a whole infrastructure/value chain that promotes adoption (audience member)
• There is room for niche providers: Paraphrasing Steve Jobs, “Do something really meaningful, really well” (Manson)
• Parent/child relationships aren’t honest, third parties must be part of the discussion (Manson)
• Think about not only what data stakeholders need, but what protocols they require to use the data effectively (Goudswaard?)
• Consumers will pay to improve lifestyle, expect insurers to reimburse clinical technology(Goudswaard)
• Professional caregivers can’t obtain the info they require to advise clients on best solutions (audience member from Maine VNA)
• Vendors may need to educate, train, and provide incentives for professional caregivers to encourage referrals of their technologies (Goudswaard)

Major conclusions:

• Usability is essential (minimize the need for training and support through superior design)
• Integration is a major challenge (jeopardizes usability since most users will require multiple products)
• Clinicians and professional caregivers are important referrers/distribution channels



• Appears to be great market opportunities for individuals/organizations that will facilitate selection, integration, service, and/or upgrades of technology for users and for professional caregivers
• Human psychology and behavior will present major challenges that technology can’t address alone

Caveats:

Unfortunately, I missed most of Laurie’s presentations due to major road construction projects in the Newton/Brighton area.   Where I captured the identity of the individual who provided the insight, I included it in parentheses.  I apologize for any missing or inaccurate attributions.  Please feel free to let me know in the “comments” section and I will make the necessary corrections.

No related posts.

Would these companies be more likely to buy if they knew how others have benefited from your services? If so, maybe it’s time to tell them.

Better yet, let your current clients do the talking. But, make it easy for them to share their experiences with a wide audience—rather than just telling those they know who are in similar circumstances.

Launch a customer case study program.

Customer case studies showcase successes

A customer case study program showcases the successes that current clients have achieved as a result of engaging your firm. Whereas your service descriptions merely describe what you do and how you do it; your client success stories bring your services to life. Each paints a picture of the situations your clients typically face, the obstacles they need to overcome, and the dramatic impact that using your services has had on their companies’ overall success.

Everyone loves a good story

Effective case studies engage prospective clients by telling a story that captures their attention—because it’s also their story. These narratives begin with a description of your client’s business. Next, they describe the crisis that caused that client to seek out your services.

Then, customer case studies detail exactly how your firm helped the company overcome the obstacles standing in the way of their success. This helps your readers easily visualize how you would help them address their own situations. Finally, the most effective client case studies drive home the value that your firm delivers by translating the technical merits of your services into dollars and cents.

Client case studies shorten the sales cycle

Well-written success stories are invaluable marketing tools at almost every stage of the sales cycle. Deploy them in on your website, as sales collateral in pocket folders, and as featured articles in your monthly newsletter to accelerate your clients’ buying process .

Client case studies help prospective buyers recognize they need your company’s solutions

Early on, case studies help prospective buyers recognize their need for your services by describing your client’s dilemma in a way that is painfully familiar to them. Later in the sales cycle, these same case studies create a sense of urgency about buying because everyone wants to “keep up with the Jones”.

Client case studies raise awareness of your services

Client success stories also help your organization raise awareness of your services. They can elevate your company above the competition by associating your brand with the better known brands of some of your high profile clients.

Customer case studies also attract media attention because they are relatively easy to turn into meaty articles. Reporters especially like the fact that you have already identified sources willing to speak on the record.

Client success stories attract web traffic because they are rich with the keywords that your most promising prospects enter when searching for solutions like yours. Placed in newsletters—or featured in your practice’s blog—client success stories can help keep your practice top of mind with prospective clients.

Client case studies remove obstacles to the sale

Finally, client success stories remove obstacles to the sale. They build confidence that your solutions will achieve the promised results. Moreover, by quantifying the value that your clients received, client success stories help decision makers justify an investment in your services.

Client case studies keep on giving

There’s no doubt that client success stories are versatile sales tools. Yet, many of our clients hesitate to launch customer case studies programs because they worry about imposing on their best clients.

To their delight, however, our clients often discover that their clients are happy to discuss their experiences and look forward to being featured in an article that positions them as leaders in their industry.

Many also find that that the interview itself strengthens the relationship. It turns out that just reflecting upon the benefits they derived from working with our clients, reinforces our clients’ clients’ perception of the value they received. As for our clients, they benefit from gaining a deeper understanding of their clients’ requirements and often uncover other opportunities to serve them.

You can never have too many client success stories

Once they realize all the benefits of doing client case studies, many of our clients ask all their clients to collaborate on customer case studies. Their goal is to get at least one success story for every service they provide in each industry they serve—since all their clients continue to believe their needs are unique.

So, here’s another question. Shouldn’t you start leveraging your clients’ satisfaction to cross-sell your business to existing clients and attract new business?

Related posts:

1. Shorten the sales cycle: one marketing message at a time