Alex Boyer - Duct Tape Marketing

Tag Archives for " Alex Boyer "

Customer Journey Through The Tourney

Happy March, everyone! It is my favorite time of year. Spring weather is here, and March Madness is just around the corner.

While many of us are focusing on buzzer beaters and bracket busters, business owners should be focused on improving the way their businesses get their customers to Know, Like, Try, Buy, Repeat and Refer their product. We call this the customer journey, and we visualize it with a tool called the Marketing Hourglass.

But ignoring basketball this month is easier said than done, I thought I might visualize the customer journey a different way – through the lens of a college basketball fan.

First Four – Know

The First Four is the official kick-off to March Madness, and it begins the Wednesday before the first weekend of the main tournament. This may be the first time you have heard of any of these teams, let alone watch them play. This would mirror the first time a customer encounters your business.

While you watch these early games, be aware of all of the ways new customers may encounter your business for the first time, and imagine different ways to reach more people.

Second Round – Like

The next step is to get this customer to like your business. New fans of basketball teams begin to like the team if they know enough about them to correctly predict a second-round upset.

For your business, you must strive to give potential customers great first impressions. Think about all of those customer touch-points in the previous round. Are there ways to improve the experience to create better impressions?

Third Round – Trust

Getting your customers to trust you is an important step towards turning them into paying customers. The Cinderella team you have been following earns your trust by winning another game. Not only are you rooting for them, but you are starting to believe they have a chance to win it all.

Like the team working hard for an upset, show your customers you are working hard to earn their trust, and they’ll start to believe in your business.

Sweet 16 – Try

Say your favorite new team has made it past the first weekend of the tournament. Games are now stand-alone, so more people are watching and cheering for every team. This is the first time a new fan can truly feel like a fan, a part of this team’s community.

The same goes for your business. Give your customers an experience to try and show them the value of your product. If they like what they experience, they will take the plunge and buy your product.

Elite Eight – Buy

Now it comes time for your customer to buy your product. During the tournament, this may be the stage when a new fan buys a t-shirt or some other memorabilia from the now improbable Elite Eight run.

For businesses, some of you may think this is the ultimate goal. It isn’t. You want to now shift your focus to turning these customers into continuing business.

Final Four – Repeat

Not every team makes it to the Final Four, just like your customers don’t always become repeat customers. The thrill of your chosen team making the Final Four is your reward for your support so far. Win or lose, this is exciting enough you’ll likely want to experience it again in the future. Your business is no different. Reward your customers for their business with great customer service or continued support, and they’ll keep coming back.

National Championship – Refer

This is the biggest step a customer can take for your business. Customers that continually refer your business to their family and friends are the best for the long term viability of your company. For the basketball team, win or lose in the national championship game, you’ll be telling your friends you were there to see their run to the final, and they should be fans too.

Referrals are the culmination of all of the steps that came before, and it is the championship trophy you should be seeking for your business.

Alex-Boyer-Photo-150x150-e1420769709443Alex Boyer is a Community Manager and Content Ninja for Duct Tape Marketing. You can connect with him on Twitter @AlexBoyerKC

3 How You Turn Your Employees Into Brand Marketers

Think for a minute about your best customers. Not only do they represent returning business, but the best customers refer you to their family, friends and business partners. They rate your business highly on Google and interact with you in social networks. Essentially they are marketers for your business, helping promote you and maximizing your marketing efforts. Everyone can use more customers like these.

Brand Ambassadors

photo credit: via photopin (license)

But your best customers are hard to come by, and even the best companies occasionally have customers that aren’t happy. What if I could tell you there is a surefire way to increase your number of people that are assisting your marketing efforts, much like your ideal clients?

Look around you, all of your employees are resources that you can use to maximize your marketing efforts. We at Duct Tape Marketing believe in many simple principles, one of which is that marketing is everyone’s job. Whether you are in finance or HR, you’re representing and marketing your company. It doesn’t even take a conscious effort; just a positive viewpoint on where you work goes a long way.

That is why you should engage your employees and co-workers in your marketing efforts. Your employees should be your best customers and your biggest fans. Here are some easily implemented ways you can engage your employees and turn them into your brand marketers.

Promote a Positive Work Environment

This seems like a no-brainer, but can be difficult to achieve. You want your employees to love working for you, so they can’t wait to tell their friends and family about what you do and what makes your company special. Create a positive work environment by offering great perks or promoting after-work activities. If you’re a product-based company, offer free or discounted products to your employees and their family and friends. Even something as simple as branded T-Shirts or coffee mugs for your employees can turn into conversations outside of the workplace.

Show Your Employees What It Is Like To Be your Customer

At Duct Tape Marketing, we ask companies to examine their customer journey; the path every customer takes from the moment they discover your product through the sale and post-sale support. Visually, this should look like an hourglass; customers get to know, like and trust your company before buying, and then eventually repeating and referring you.

I suggest you walk each and every one of your employees through this process, treating them exactly as you would any other customer. That way, your employees will not only know what makes your customer journey special, but also how to describe it to anyone who asks. You can even do this during the new employee on-boarding process.

Social Sharing

Businesses are always looking for ways to keep their employees from wasting time on social media, but are always looking for more social sharing of their business posts. Why not ask your employees to follow and share your social media posts? Not only is this a great way to expand your audience in general, it hones in on your employees’ friends and family who are likely to have a positive existing view of your company.

Have Everyone Blog

Blogs are a great way to draw in good leads, but sometimes it can be tough to create enough content to keep your blog up-to-date. Try asking your employees to assist you in writing posts, or even set up a monthly or weekly employee post program. Regular blog posts from your employees can help give your blog a different viewpoint and voice while strengthening your readers’ connection to your company. In addition, ask your employees to share their posts with their friends and family in person or on social media.

These are just some simple thoughts I had to turn your employees into marketers. I know many of these reasons are why I love working at Duct Tape Marketing. Have you had any employee marketing efforts that have been effective? Let me know in the comments below!

Alex-Boyer-Photo-150x150-e1420769709443Alex Boyer is a Community Manager and Content Ninja for Duct Tape Marketing. You can connect with him on Twitter @AlexBoyerKC

1 5 Ways to Get The Most Out of Your Social Media Marketing This Year

It’s guest post day here at Duct Tape Marketing, and today’s guest post is from our newest team member – Alex Boyer– Enjoy!

photo credit: shutterstock

You have always been told your business needs a presence on social media sites like Facebook and Twitter, but you have yet to see tangible results. Don’t give up! Here are five simple steps to kick-start your social media this year.

Set a Goal

You should set a basic goal for your social media activities for the year. This can be something simple like “increase participation in specials or sales,” “interact with existing customers and strengthen brand loyalty,” or something more complex like “Create a personality for your brand.” Every social media post for the year should in some way help you achieve that goal.

For example, take two popular restaurants in the Kansas City area: Grunauer (@grunauerKC) and Blanc Burgers and Bottles (@BlancBurgers). Blanc uses social media to remind their customers of daily and nightly specials, and release photos of new burger creations. Gurnauer forgoes the daily specials and instead uses their Twitter account to create personality for the restaurant, cheering for local sports teams and commenting on news stories. Both restaurants have significant social media following and every post from both fulfill their respective goals.

Draft a plan

Now that you have a goal to achieve, it is time to draft a plan for your social media year. You should start by creating an editorial calendar. Use your calendar to list your yearly sales events, local events (such as high-profile concerts or local festivals) and holidays. Keep an eye out for obscure holidays like “Talk like a pirate day” or “National Cheeseburger day,” as these are very popular on social media. You can even pre-draft social media posts for each of these events for use later.  If you ever reach a point in the year where you don’t know what to post, use this calendar for ideas.

You can even use the editorial calendar to plan “messages of the week,” content themes that you can use for a week or month at a time. For example, you can have your blog posts for a month focus on sales strategy. That way, you have a uniform starting point for each of your posts.

Social Specials

Give your customers a reason to interact with your social media by giving them “Social Specials”. These can include giveaways or discounts in store. Ask your fans to “Like this post for 10% off this week” or “Retweet for a chance to win.” In the case of discounts, you can even ask customers who come into your storefront if they have social media, and then tell them they can get a discount if they like your page. This will not only expand your social media following, but also engage users that are already customers. Plus, posting promotions on social media is cheaper than printing coupons in the newspaper.

Create a Dialogue

Social media platforms shouldn’t be used simply to distribute your messages, they should be a 2-way street between you and your customers. Use Twitter, Facebook, and your blog as a customer service tool as well. Allow your customers to come to you with their complaints, and address them promptly. Also, thank supporters for their kind words and share their positive reviews.  This gives your customers reason to interact with your social media pages, and creates a sense of community around your company.

Never Stop Creating Content

Finally, the most important step to getting the most out of your social media is to create content. You need to continue to create engaging, exciting content to draw new fans and keep your current fans’ attention.  You cannot forget about social media and must post regularly. The steps above should help you keep a steady flow of content for your supporters, but it is ultimately up to you and your team to keep executing. Your social media following cannot grow without content.

Social media marketing should be an important part of your marketing plan. Follow these five simple steps, and your social media presence is sure to grow over the next year.


Alex-Boyer-Photo-150x150-e1420769709443Alex Boyer is Community Manager and Content Ninja for Duct Tape Marketing. It is his job to create and scour the internet for the best content for small businesses. In addition, he will continue to grow the Duct Tape Marketing community through interaction with clients and consultants in the Duct Tape Consultant Network on our website and through Social Media. Alex has a background in political marketing, where in-depth opposition and messaging research is critical to a successful campaign. He is focused on taking those tactics and using them to help your small business grow and reach more potential customers.