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05.07.2015
And while there’s no denying its growing impact on nearly every area of both life and business … there’s also no getting around its complexity. First, he is the Founder and President of the data analytics and consulting firm, Fitzgerald Analytics, with offices in New York and San Francisco. And it’s a lucky thing she doesn’t want to.Carla moved from Marketing Research and Analytics to become a private data-mining contractor. Now she’s a Data Scientist at Deloitte using her two decades of experience in analyzing data to provide insights and recommendations to their clients.While Cole Nussbaumer (also on this list) writes stories using data, Carla is all about sharing them. He’s the author of a handful of top-notch books including Performance Marketing with Google Analytics and O’Reilly’s definitively titled Google Analytics.No matter what stage on the web analytics game you’re at, Justin’s tweets will definitely give you something to learn from and explore further. You’ve heard that email is the old, reliable work horse of marketing, and you’ve probably heard that Instagram is the “big thing” on the social media scene.
But did you know that they could work together to increase engagement with your email marketing?
But did you know that they could work together to increase engagement with your email marketing? What’s Email Engagement?The definition of engagement in email marketing is the level to which subscribers are spending time with and paying attention to your email messaging. Food for thought: 76% of emails include social icons, but only 14% include social images, according to Curalate and Movable Ink.
While those numbers may be down significantly from 2014, they’re still too big to ignore.More than that, social media agency Laundry Service found that using Instagram-style photography increased click-through rates to 8% and conversion rate by 25%. If that wasn’t enough, an Elon University study found that a majority consumers trust UGC more than they trust brand-created content. Depending on your industry, adding your own Instagram images to an email, paired with a coupon, can be a huge revenue driver.But I’m talking about taking your community across your marketing channels.
Hashtag engagement (on and offline)Spread the word to your customers to show themselves using your product, tagging the photo with the hashtag you’ve specified.
If you’re a retail brand, hang signage around your stores telling your customers to photograph themselves using your products. Make sure to monitor the hashtag and engage with the fans who use the hashtag.”Beauty retailer Sephora does a great job at this.
But, you can be a little more creative than just “take a picture using our product and post it to your Instagram using #thishashtag.” Don’t get me wrong, that works quite well. Self-esteem and body image are closely linked topics that are important to Dove’s customers. Fans can show how they do things like build up their self-esteem, what beauty looks or feels like to them, what made them love their curly hair, and so on. Every photo submitted to Dove’s (hypothetical) contest would continue to spread the message.
It’s easy to make the leap that a shampoo or skin care product could help a woman feel beautiful.It’s important to note that these types of campaigns should use unique hashtags. During the hashtag creation process, use a tool like Tagboard to ensure what you choose is unique.It’s important to remember that there are requirements for contests on the platform.
Better to know about these before you start.Not following the rules can put your brand at risk. Herman acknowledges, “Yes, there are plenty of people who do not include all of these conditions on any or all of their contest posts on Instagram. Herman says, “If it can be shown that an entrant or participant engaged with a contest based on a post that did not include the legal disclosures, your company could be held liable in a court of law for a variety of charges. In most situations, either nothing will happen, or you may end up with a disgruntled customer who posts a few negative comments.
But, given the simplicity of the process to protect yourself legally, it is not worth the risk.”You can keep all the legal language together on your phone (using a notes feature, or an app like Evernote or Trello), it’s really not hard to comply with the Instagram regulations. Even if a photographer has a gazillion followers with tons of engagement, if the submitted photo doesn’t match your brand, it won’t work. If you used a hashtag engagement campaign to find photos, the methods will be a little different than if you hosted a contest.
Fitzpatrick explains,“When a brand or small business wants to use Instagram images in their email campaigns, they should make sure they have permission to use the images in their marketing. When a brand finds a photo that they want to use, they can send a direct message (DM) on Instagram or comment on the post asking permission to use the image.” Keep in mind that an Instagrammer might turn you down, for good reasons.
Fitzpatrick says, “Some influencers may not want to allow brands to use their content due to having arrangements with other brands or without compensation. Then, work with the photographer to get any written permissions, just to be on the safe side. In health care, for example, using a legal release that ensures Health Insurance Portability and Accountability Act (HIPAA) compliance.If you’re gathering photographs through a contest, the legal work is done for you as you plan the contest. You can set it up so that entering the contest functions as a release for your company to use the image for marketing purposes. On the Instagram side, though, you have to do a few things to follow theirOnce you have all the legal i’s dotted and t’s crossed, you’re all set to start adding user-generated Instagram content to your email newsletters. Once you have permission to use a user’s photo, you can use it anywhere in your marketing.
Like landing pages, thank you pages, and even a section of your website.Have you used UGC in your email marketing?
They’re “pre-sold,” in a sense.That’s why so many marketers vie for influencers’ attention.
They have thousands of people sharing their stuff on social media, and their voicemail is probably full of messages from breathless admirers.So how do you break in? For example, every blogger in the digital marketing world probably wants to get the attention of Neil Patel and Jeff Bullas.These are guys with ridiculous amounts of clout, huge followings and websites that get tens of thousands of visitors a day. They also probably get hundreds – maybe even a thousand – of pitch emails every day.That’s a problem. Because these guys are so well known, and in such demand, getting their attention could be a major project.
A recent survey from the influencer agency CollectiveBias found 30% of shoppers are more likely to purchase a product endorsed by a non-celebrity blogger than a celebrity.
We want to know what’s worked for people like us.Smaller influencers (aka “micro-influencers”) are more like us than mega influencers. So to continue our keyword metaphor, small influencers may have a higher conversion rate than larger, less targeted influencers.They’re less competitive to reach, too. Where a major influencer might get hundreds of pitches a day, a micro-influencer may only get a dozen or so. While there can be only about a dozen titans in each niche, it’s possible for there to be a couple hundred or more smaller influencers. While a heavyweight might get you in front of, say, 500,000 people, smaller influencers may have audiences a tenth of that size.If a smaller audience can still deliver all the results you need, that’s great. But if you’re a big brand who’s looking to triple your brand recognition, you may need to work with a dozen smaller influencers to hit the visibility you’d get with one mega influencer.
Talking to them in the right way means you’ll need to think of them in the right way first.What do I mean here? Many of them are not driven by earning money (motivated by it, maybe – but they’re really in it for the love).It also helps to understand what influencers want. If you know your niche well, you’ll probably immediately think of at least five possible partners.
You’ve got a carefully chosen list of people who are influential enough to really help you, but not so in-demand that you’ll have a hard time connecting with them.Now you just have to roll out the relationship building part. This is also known as starting a conversation… at least that’s what people call it in the offline world.Mention their posts and other work formats on other blog comments you leave, and in the content you create.


Some people respond to emails, others are more likely to respond to a direct message on Twitter, or maybe InMail on LinkedIn.
To get the specifics of how anyone prefers to communicate, try the online tool Conspire.When you feel you know them well enough to send an outreach email, spend extra time crafting the subject line.
What can you say to them that will make your pitch be the one in ten (or the one in 30) they’ll respond to?
They want new information – not another listicle on a topic that’s been written about a hundred times before.
If that means you have to put in 5-10 extra hours doing the research… is it worth that effort to create a piece of content this person just might actually share?Have a platform of your own. If they’re going to put you in front of their audience, your platform needs to be good enough to not make them look odd for promoting you.Ask them to contribute to a roundup post. Roundup posts acknowledge the influencers’ expertise, but aren’t a big commitment to fulfill. Usually it takes only 20 minutes or less for an influencer to contribute to a roundup post. Don’t want to do a roundup post?
Simply reach out to the influencer and ask them for a quote about a topic you’re creating content for.
Sometimes it helps to send over a draft of the piece of content so they can get an idea of the context of the piece.Offer to guest post on their blog. If you know you can deliver content that’s as good as what they publish, this is a great way to give back to your influencer. You have seen groups that are ghost towns and you don’t want the same to happen to yours.It could also be that you don’t know if you have what it takes to create and run a successful Facebook group. This is the number one reason why there are thousands of Facebook groups out there and why new ones keep popping up.Secondly, while nobody is saying email marketing is dead, businesses are finding Facebook groups to be the place where people go willingly. Instead of writing emails, post short, relevant pieces of content regularly and people will get to know you intimately. They can comment on your threads, comment on other people’s threads, see you respond to you and others.
You can get people excited about a launch.No wonder why people get addicted to their groups.
Both participants and members, alike.Set the commitmentThe first thing you need to decide is whether you have the time and the inclination to run a Facebook group.
Facebook groups take up lots of time (at least in the beginning when you are growing them) and you have to be in there – a lot – to facilitate your group.You will be posting new topics to encourage participation, and responding to other people’s threads. Kimra Luna runs a Facebook group called Freedom Hacker’s Mastermind that has 27 THOUSAND members. It is a closed group for new entrepreneurs and you have to make a request to join.Ask yourself, why do you want to start this group? Support, help, a friendly community?If you are very busy, or if you don’t want take on the responsibility of growing a large group, you can offer paid Facebook groups with your programs. They can help get you more clients and customers because people want to be a part of your paid community. What group is right for you?Private groups are not searchable on Facebook.
These groups are best for paid communities attached to a program or a course, or stand-alone.Closed groups. When members post inside the groups, the conversations do not appear on their friend newsfeeds which make this the best option. People feel free to talk about whatever they want, without worrying about getting their mum or best friends reading their posts.Public groups. What you post in a public group is also shown to your friends regardless of if they are part of it or not and that would deter many people from posting.Some people want to know what’s the difference between having a Facebook page and a group, and should you have both. The answer is yes.Facebook page is the official page where you are sharing your content, paid offers and also running your ads from.
Once the group gets momentum, members can spread the word for you.To begin, ask people to join your join when they sign up for your email list.
You can do that on the thank you page.Send an email out to your existing email subscribers and ask them to join your brand new, fabulous Facebook group. If they have a promo-free policy, be service to other people and build your authority so they come to associate your name with what you do.
Once you become well known, people will start following you and joining your groups without promoting them explicitly. Create group policies and guidelinesWhen you start your group, be sure to fill out the group information. If your group has a strict no-promo policy, mention it here because not everyone is going to read your group policies.In order to create group policies, read up on the group policies of some of the other groups you are a part of. This way you can create your own policy and include things that resonate with you and leave the rest. Try to be as clear as you can in your policies so you don’t have too many people asking for clarification all day long.Group policies are really good for enforcing group rules.
If people break the rule once, take a screenshot of their post and gently remind them of the group policy, if they do it twice you can give them a warning.
It’s totally okay to kick people out of your group if they are disrespectful in any way or disregard your group policy.As your group grows, it will become hard for you to be active inside the group and keep track of everything. Moderation is key, if you don’t moderate or remind people of the group rules, it will quickly become a spam fest.Nurture your groupEngagement is key to growing a successful Facebook group.
Also, respond to every single post by members, especially in the beginning when you have 50 people in the group.
Some of the earliest members of your group can turn into brand ambassadors for you down the line so cultivate those relationships.As your group attracts new members create a specific type of post for each day of the week to set up expectations and have people looking forward to them. For instance, you could do healthy Mondays, winning Wednesdays, Promo Fridays.For important topics and threads that take a life of their own, email people on your list to come participate on them. If you run free challenges and free courses for people to opt-in to your list, you can ask them to share their results in the groups also.Ask members to interact.
Encourage them to give shout outs to other people, or share their latest blog post, or share something personal. Ask people where they are from or to share something unique about them.Stream live into your group or post videos. This is a great way to connect with members and foster participation.Your group will attract people of all sorts of personalities, temperaments and traits. As a general rule of thumb, most people will NOT participate in the group and just lurk away.
Do not push them but create a friendly, supportive environment so when they feel compelled to ask a question or share something, they will.As your group grows, the feed will move quickly and some posts will rush by so quickly that people will miss them.
Tag others who might be able to help out.With new members, you are bound to attract people who are freebie seekers.
They will ask you questions that require a good chunk of your time and thorough preparation on your part. If they need detailed help with their unique situation, or ask information that you only share with paid clients, tell them. Be organizedThe simplest way to keep things organized and peaceful is to attract your ideal client in the first place.
With time, this will also grow into a highly useful resource for your group members.Also encourage people to use the search function.
Share them with us in the comments below!Related posts30 Things To Do On Google+ For Outrageous Success In 20159 Excuses That Keep You From Hiring A Business CoachThe post Should You Start A Facebook Group To Skyrocket Your Visibility? You may not think much about how you do things around the office, but your workflow can, in fact, dictate how productive you will be during the day. If you’re given free reign […]The post Is Your Workflow Stifling Or Unleashing Your Productivity?
You may not think much about how you do things around the office, but your workflow can, in fact, dictate how productive you will be during the day.If you’re given free reign over your work process, you’d want to get the most out of it.


Not only would this help you complete most of your responsibilities as planned, you’ll reduce your own stress AND have a bit of time to spare to help your colleagues. Aside from a smooth system, a good workflow also presents the following advantages:Efficient Task Management – An organized workflow will reduce the need for repeating unnecessary tasks. When you have spent enough time in the same process, you understand what works and what doesn’t.Accountability – When everyone knows what they are supposed to do, accountability follows. A team that works well together will produce better results.Better Insights – There is a clear distribution of information. If they don’t, they risk delaying projects for their clients, as well as time for their personal use.
But before you can improve your performance, you must first assess where you are.Here’s where workflow mapping comes in.
How do you know you’re done with your tasks?This can be done as simply or as complex as you want.
You can just list your workflow on a piece of paper, OR use special software if you’re dealing with a large team. Once you’ve mapped your workflow (perhaps a different one for each task, depending on your job), you should see areas for improvement, as well as gaps of inefficiency. Shut Off, Keep Away, and Avoid DistractionsThe first step to improving your workflow is eliminating factors that prevent you from getting the job done. It’s relatively easy to lose track of your thoughts while working, but hard to find flow and focus.What are the common distractions that limit you from doing your best? Make a list of these distractions and find a way to overcome or at least minimize them from disturbing you. Use ToolsIt’s not easy learning a new tool to enhance your work – especially if this tool was enforced by the management. This helps managers see who is working on what and what the current stage of the project is. Alone, you can use their app to keep track of ideas, save links, remember important dates, and make checklists.Workflow tools like this is not only for tracking and collaboration. You can also explore tools that automate tasks so you can do other pressing duties without dealing with mundane tasks. That means more time to complete reports OR perhaps a quick coffee break! Success Begins With the Right ProcessSometimes, an inefficient workflow is birthed out of necessity. If they work harmoniously with one another, the mechanism can keep going.Do you use a workflow in your projects or work? 200 Email Contest Submissions (so far)The post Is Your Workflow Stifling Or Unleashing Your Productivity? It may be that there is an untapped section of your industry which could do with your services. Have a strategy in place for the year.Identify the best times of the year to advertise and exploit them.
It may be that advertising in July brings double the returns that advertising in December does. It’s a fast paced world and what works today might not be a winning formula for tomorrow.Keep in regular contact with your clients so they don’t feel you have taken their money and ran. They want to feel important and this will help considerably.Speak with your customers who are happy and ask them to write you a testimonial. Even if they are quite happy, the attention will make them feel important and realise that you are there to help.If your client has come from another company, ask them about their experience. It may be that they have had a negative one due to a lack of communication or something else.
It’s an easy way to ensure you don’t make the same mistakes.Try and find a domain name that is catchy. It can be free or at least very cheap to spread your name and positive reputation far and wide.Your social media will be a major part of your marketing strategy.
If you are posting a news article from another site within your niche, post your own comment as well, as this shows that you are making a personal contribution to the discussion and encourage others to comment.Ask questions on your social networks.
This will encourage responses and help grow your audience more rapidly.While we all know the customer isn’t always right, listen and respond to complaints on your social media politely and do what you can to help. If you become abusive or just ignore or delete complaints, you can ruin your reputation in an instant. Remember, bad reviews spread quicker than good reviews.Cross promotion – If you can take the time to cross promote your social networks it can be a very cost effective and rapid way to increase your audience without paying out money. It may be that you have a large Twitter audience but are struggling to grow your presence on Facebook – in this scenario, be sure that you’re using Twitter to advertise your Facebook output as well.Update your social media profiles regularly. It may be that your services have evolved or just that a refresh can give you a new and more interesting look.Hijack big events – just like we’re doing now! It’s Queen Liz II and Sir David Attenborough’s 90th birthday this week, so we can be sure that there will be trending hashtags related to these events that can be piggy-backed.Keep your eyes on social media to see if you can market the moment.
Reactive marketing is a great way to gain your brand mass exposure very quickly.Set your Twitter accounts to send a message to followers offering your services when they hit the blue button.
If they have followed you, there is a good chance they are interested in something you have to offer. This can rapidly grow your online audience and help spread your good name across the net.Respond to enquires quickly. Evidence shows that businesses who respond quickly are far more likely to make a sale than those who don’t.Avoid over self-promotion.
People won’t follow you on Twitter if all you do is post your own blog and links to your site. Be the go-to account for those looking to keep informed of the latest industry information.Sponsor a local event. As such it doesn’t do harm to be seen supporting local causes or charities.Put your name forward to speak at events within your industry. It’s a great way to show your knowledge and to advertise your services.Attend events within your industry.
Don’t be afraid to give things a try, but learn from the results.Never undervalue your services. Maybe a thought of the day, or a weekly tips section offering something valuable and memorable.Write an advertorial. It could be that you’re not getting much business because you’re on the third page of Google. An expert can help change that.When hiring an SEO professional look into white, grey and black hat strategies. Never use 10 large words when one small word will do.If you are writing your own blogs, learn how to write for the net. From contractions to sub headers, writing for the net is different to writing for publications and must be done properly.Employ the services of a professional blogger if need be. A professional will know how to write engaging content readers like that’s optimised for the web.Include images in your blog. There’s nothing worse than dense text with nothing visual to break it up.Approach your local university or college about an intern.
If they turn out well, they may be a great investment in your marketing strategy.Give your opinions in groups and online forums.



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