Engage In Your Life, don't let it pass you by

My client Sherman told me he felt frustrated and overwhelmed with culture content marketing. This is because he wanted to maintain connections with his customers, but didn’t know how. A while back I blogged about my client Sharman, who has a takeaway fast food stall. In that blog, I wrote about LCV, Lifetime Customer Value? The point of calculating LCV is to look beyond what you gain in your initial sale. So, you want to think, “How much value can I provide over the lifetime of this customer?” Btw, value (to them) = income (to you.) When you scale globally you will want to localize for culture communication styles to build LCV. For example some cultures have a much more nurturing communication style and some have a more competitive style. Let’s say your content marketing is full of stories about face to face challenges. You will appeal more to a challenging communication of culture. But this may well repel people from a nurturing type of culture, and visa versa. So now ...

In a past blog, I mentioned my client Glen. from Germany. Glen is using digital marketing tools to break into Russia. I asked Glen why he didn’t localize content tools for better results. Glen told me he has experienced great success in Germany by using LinkedIn to connect with high level decision makers. Yet, when I took a look at Glen’s strategy I could see why he was feeling so frustrated. Although this strategy worked in Germany it wasn’t working well in Russia. The reason is because Russia is a high power distance culture. Localize content tools like this and you will be welcome anywhere In high power distance cultures high level decision makers mostly talk other high level decision makers. So, very rarely do low level staff talk or interact with high level staff inside or outside the organization. But this is different in low power distance cultures. In these cultures high level decision makers and low level staff can be found talking to almost all levels.   ...