What We’re Talking About
We’ve developed more than a few opinions on our MCA journey, and we are happy to share our perspectives and experiences. Please enjoy the following articles that have made their way to a variety of publications. And by all means, please share them with your friends and colleagues if something resonates with you.
2018 | By: Gayle Teskey, Founder & CEO, MCA
Published By: Smart Insights
The call to action, or CTA, is the darling of the digital scene, a must-have for marketers in every webpage or piece of content. But don’t be distracted by their trendiness; CTAs are far from new…
A CTA is simply another way to express an age-old marketing question: “What do we want our target audience to do?” In turn, CTAs are only the latest iteration of the many techniques used to transform customers from strangers into friends.
While we’ve been making CTAs for centuries, that doesn’t mean they are a walk in the park. Many business owners and brand designers trip up when they try to turn their beautifully crafted websites into tools that actually drive action. In some scenarios, their CTAs will be hidden or completely nonexistent. Others are prominent, but they intimidate visitors, presenting hurdles to jump over.
May 24, 2018 | By: Gayle Teskey, Founder & CEO, MCA
Published By: MyCustomer
Business leaders can be like magpies when it comes to acquisition. They are drawn to shiny new customers and will go to any lengths to attract them.
Acquisition has become the great test of a company’s worth. It’s the question frantically asked of new hires: ‘How effective are you at getting customers?’ It’s also the metric discussed at all-hands meetings and the achievement most celebrated at the end of the workweek.
But while leaders are spending all of this attention on acquisition, they’re underestimating the importance of retaining customers once they’ve arrived. Retention, though not quite so shiny and exciting, is the real indicator of a company’s overall health and viability.
May 17, 2018 | By: Gayle Teskey, Founder & CEO, MCA
Published By: Entrepreneur
There is an emerging truth in the business world: Companies that overlook onboarding will struggle to hold on to customers. The idea has grown and spread like a juicy rumor, and companies can no longer avoid it.
Consider the cable industry, in which onboarding is notoriously absent. Charter Communications Inc., a Connecticut-based cable company, now routinely loses hundreds of thousands of TV subscribers every quarter. This year, the cable provider experienced its worst stock plunge in almost a decade.
However, this disastrous downturn didn’t occur out of the blue — it follows cable’s long history of ignoring customers once they’ve been acquired. It’s clear that onboarding efforts should not be taken lightly.
May 1, 2018 | By: Gayle Teskey, Founder & CEO, MCA
Published By: Business.com
In business, a few continuity relationship practices get all the love. However, customer retention is (usually) not one of them. While acquisition gets all the hype, retention is what makes or breaks a brand, especially when it comes to subscription-based services.
Your work is just beginning when a customer says “yes” to your product or service. And with 40 percent of revenue dependent upon repeat orders or subscriptions, you need to quickly and gracefully move beyond the excitement of the sale and into the long-term commitment phase of your customer relationship to keep your company afloat.
April 23, 2018 | By: Gayle Teskey, Founder & CEO, MCA | Published By: Chief Marketer
Do you remember the early days when brands knew nothing about consumers? At most, they stuck to restrictive targeting efforts, advertising pink razors to women or blue T-shirts to men. If you’re at a brand where consumer experiences are equally superficial, it’s time for a reality check.
Modern consumers aren’t just looking for great products; they’re looking to feel a sense of community because they’ve purchased those products. They want to join a tribe of like-minded people echoing their sentiments and sharing their experiences. Consequently, a brand’s community is a filtering tool, a strong defense against a bad decision, and a place where consumers find value in belonging.