When it comes to email marketing, many startups are so focused on gaining new subscribers that they fail to address another important matter: Retaining the ones they already have. This is counter productive because according to Marketing Metrics by author Paul W. Farris, it’s far easier to sell to existing customers than it is to brand new prospects. But how can you build true customer loyalty via email marketing? How can you get your subscribers to open your emails each time?
If you want to keep your subscribers eager to receive your email notifications and away from the unsubscribe button, you have to treat them as people and not credit cards. Most subscribers abandon ship because the list maker starts getting greedy, either spamming their emails or not delivering the value they promised. This is going to drive subscribers away. The process of building customer loyalty has a lot to do with caring about your customers and thinking about their needs.
7 Ways to Keep your Subscribers Happy
1. If you made any promises, keep them
A lot of work can go into getting people to sign up for email newsletters. If you promised them something in return- freebies or a 30-day course to help them increase their social media ROI, you need to fulfill these promises. Make sure to act before it’s too late. It takes a lot of convincing for people to sign up on lists but less than a few seconds to hit the unsubscribe button.
2. Don’t be Random
Usually, people sign up on lists for a specific reason. So don’t be random about the newsletters you send out. Be specific about your list so you can craft emails that subscribers will be eager to open each time. In essence, send out nothing that’s too “everything-under-the-sun”! Give your subscribers what they signed up for.
3. Timing is Important
When it comes to email marketing, moderation is key. With too many emails too often, you run the risk of exhausting your list; Too little too late and people may not even remember why they signed up to your list in the first place. A general rule: Keep the frequency at one email per week. Of course you are free to do some experimentation to work out the frequency that’s optimum for your niche.Leave a Comment
Posted on December 10, 2014
Filed Under Brand Building, Content Marketing Strategy, Facebook, General, Internet Marketing, Marketing, Social Media, Social Media Marketing, Social Networks, Twitter | Leave a Comment
Over the last couple of years, we’ve all seen the importance of social media skyrocket for businesses.
- Facebook has over 1.19 billion active users monthly. This means that if Facebook were a country, it would have been the world’s third largest with 3.5x the size of the U.S population.
- 1 in 5 young adults aged between 18 and 24 use Twitter daily.
- Overall, Twitter receives an estimated traffic of 300K users per day.
- Between 2011 and 2013, LinkedIn experienced a 105% growth.
- 72% of online adults use social networking sites.
It’s safe to say that the need for businesses to get their social media marketing right is only going to get stronger over time.
Social Media Marketing 101
1. It all starts with picking the right types of social channels
Most marketers have limited time and resources to invest in social media. This makes deciding where to focus your social media energy an increasingly important decision. The thing to remember is that not all social media sites are created equal. Three things will determine which network you should sign up for.
- Your business objectives and goals
- Your customer demographic
- The type of product and/or service you offer
For example, if you run a website that sells beauty products, you will be sharing a lot of image-based content. This makes Pinterest an ideal social site. It also has a more women-skewed user base.
2. Publishing and Sharing Content
Many marketers limit their social media content to promotional updates. This won’t help you build trust or a community around your business. You need to broaden the scope a little. In addition to the occasional promotional update, try other types of updates including:
- Adjacent content. This includes content relevant to but not exactly about your business that may interest your audience.
- Joining conversations. Social media is all about interacting and communicating with people online. Take an interest in the conversations happening around you and jump in if you have something of value to add.
- Non-promotional company information. It’s always a good idea to humanize your brand on the social media sites. Let people in on what’s happening behind the scenes like if you’re doing any volunteer work or if you’re having a Christmas lunch for your employees.
- Humor is subjective and it’s not always acceptable so this type of post can be tricky. If you’re not sure about what you’re doing, it’s always better to put safety first. Remember that a joke is supposed to be funny. Not awkward. Not inappropriate. And not painful.
Then of course, how often you should update your social media accounts is another important consideration. The bad news is that there is no best practice that’s set in stone. The best frequency for making updates will depend on what’s appropriate for your business, the best practices in regards to the social channels you use and your audience. You will need to experiment to know what works best for you.Leave a Comment
It’s amazing how a lot of the things that we do repeatedly can be automated. And it’s even more awesome that apart from us, marketers can benefit from that. Today we are going to talk about 10 browser extensions that were designed for social media marketers.
Buffer is a social media management tool. It allows you to share stuff you find to your friends and followers. It also allows you to schedule things to be shared for later.
Now you don’t even have to open a new tab to sign in to do that; you can just download the extension for your browser. It’s available on Chrome, Safari, Firefox here.
Sometimes we find something to share while we are on the go, but we might not want to share it right-away. This can happen when for example, you’ve just shared something else 2 minutes ago.
In those instances, Evernote Web Clipper might come in handy. This tool allows you to collect things you find on the web on the go, right from your browser window. It’s available on Chrome, Safari and Firefox here.
3. Instagram for Chrome
With a rating of 4 out of 5 stars based on 10,000+ reviews, this Chrome extension certainly deserves a mention on this post.
The Instagram for Chrome extension allows you to do almost everything that you can do in the Instagram official app, without ever leaving the browser window that you are using. Comment or like photos or browse your friends any time you want, right on the same screen. You can download it here.
4. Riffle by CrowdRiff
This nifty tool turns you into an instant Twitter-user analyst. It gives you an in-depth insight on a bunch of useful data, like the:
- Retweets to tweet ratio
- Favorites to tweet ratio
- Top hashtags
- Top mentions
- Top URLs
- Average tweets per day
- And more…
It allows you to see who is really important in the Twitter community (so basically, who you need to actually spend your time on to produce real results). Get this mini-detective for free here.
What if you could get the perfect hashtag for your tweet? A lot of people seem to fail miserably when it comes to the use of hashtags. They either use something that has been used to death or words that are a little bit too… “unique”.
Ritetag is like a hashtag-good-ometer. It tells you how well a hashtag is performing right now. It’s available on Chrome, Safari and Firefox here.Leave a Comment
Posted on November 7, 2014
Filed Under Content Marketing Strategy, Facebook, General, Internet Marketing, Marketing, Social Media, Social Media Marketing, Social Networking, Social Networks, Twitter | Leave a Comment
Over time, we’ve all seen businesses, celebs and politicians fail epically at social media. When a campaign burns to the ground, there is always an underlying reason. For example:
- Humor only works on social media if you’re actually funny
- Twitter bots are dangerous
- Customers can be critical and it’s impossible to please everyone
Then there is another reason. The good old maxim “any press is good press”. But that’s unlikely in most circumstances. The social media landscape today is way too precarious for businesses to deliberately make blunders for publicity.
What You Can Learn from the Worst Social Media Mistakes in Recent Years
1. Your Facebook or Twitter Account is an Extension of You
- London Luton Airport
In March 2013, London Luton Airport was slammed for using the picture of a fatal crash in Chicago, which killed a 6-year-old boy, in a Facebook post that was meant to be amusing. The caption read:
“Because we are such a super airport….this is what we prevent you from when it snows……Weeeee :)”
The insensitive picture was removed within 90 minutes after it was posted following an outrage by Facebook users.
- American Airlines
Called the “largest, shittiest airline in the world”, American Airlines replied to a tweet by an obviously unhappy customer with “Thank you for your support! We look forward to a bright future as the #newAmerican.” The tweet has since been deleted but this just goes to show that while there are some situations where an auto-tweet is acceptable (for example when someone subscribes to your monthly newsletter), there is a danger to auto-responding to everything.
2. Don’t Tie your Business to an Unrelated Event just Because it’s Trending
Baked goods purveyor Entenmann learned the hard way that words can be a tricky thing. Following the verdict in the controversial Casey Anthony murder trial, Entenmann sent out a tweet that read:
“Who’s #notguilty about eating all the tasty treats they want?!”
Naturally, there was backlash and the inevitable apology wasn’t long in coming.
Maybe it was ignorance or maybe it was heartlessness but following the Aurora Shooting in the early hours of July 20, 2012, CelebBoutique made a massive and unforgivable social media misstep tweeting:
“#Aurora is trending, clearly about our Kim K inspired #Aurora dress;)”
The company’s PR clearly did not have the time or inclination to check on why Aurora was trending and the resulting tweet was incredibly insensitive. They later followed up with an apology and an explanation about what happened.
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According to iResearch data collected in April 2014, WeChat is now the #1 mobile chat application in China ahead of Sina Weibo and Qzone in terms of effective usage time. But what is WeChat? And why are major brands and businesses including Nike, Burberry and McDonald’s breaking into this app for marketing?
WeChat is an innovative mobile chat application that as of September 2013 has over 350 million registered users. The app was launched in 2011 and has been climbing the ranks of mobile applications ever since. On November 25 2012, WeChat was reported to be the top ranked iOS social networking application in 6 different countries including Hong Kong, Argentina and Thailand. The service supports voice and text messages, videos and pictures.
The popularity of WeChat has to do with a number of factors:
1. The users on WeChat are authentic. Because WeChat requires a telephone number, it’s the strictest social media platform in China.
2. Official WeChat account holders can reach their target audience directly which they can, in turn, choose to categorize based on demographic data.
3. WeChat provides an integral communication platform allowing registered users to interact with their friends and favorite brands through text, pictures, videos and voice messages.
- WeChat was launched in 2011
- As of September 2013, WeChat has over 350 million registered users with 100 million users outside of China
- Approximately 50% of WeChat users are between the ages of 25-30.
With stats like these, no wonder WeChat is one of the marketing channels businesses are successfully using to reach Chinese consumers. The challenge is to get WeChat marketing right. This includes:
- Defining the role of WeChat as an extension of your marketing strategy
- Defining your content strategy to keep your content stream fresh and interesting
- Defining your target audience to push relevant content
- Promoting your WeChat QR code
- Understanding the concept of “Throw A Bottle, Pick Up A Bottle.”
- Being personal and humorous
- Using voice messages to connect with your audience
- WeChat also has a Location Based Service (LBS) function, which allows businesses to reach clients and customers who are nearby
And while most brands are still trying to find their foothold using China’s number one social mobile app for marketing, some have already jumped on the WeChat bandwagon and are maximizing its potential as an extension of their CRM system.
5 Brands That are Getting WeChat Marketing Right
Starbucks was one of the first companies to create a WeChat account in 2012 shortly after it opened up to brands. The coffee chain’s first round of marketing activity took place between August 28 and September 30 that year and it used a simple idea: A user of the app sends an emoticon to Starbucks. Starbucks then returns a song that reflects the mood of the emoticon originally sent.
By the end of that first marketing campaign, Starbucks had amassed 62,000 fans on WeChat.Leave a Comment
Posted on October 23, 2014
Filed Under Content Marketing Strategy, Facebook, General, Internet Marketing, Marketing, Social Media, Social Media Marketing, Social Networking, Traffic Building | Leave a Comment
Do you ever wonder why some posts on Facebook go viral while others barely collect a dozen likes?
It’s not about luck if that’s what you’re thinking! A Facebook post going viral has little to do with luck and everything to do with what you post, when you post it and the words you use to send out your social message. For example, Facebook users are known to share content relating to certain topics more than others including posts about positivity, technology and health. And if you use certain words like “Facebook”, “Why” and “How” in your title, the corresponding post tends to get more likes and shares.
So with these considerations in mind, how can you maximize your overall user engagement on Facebook?
What you Need to Know about Facebook Engagement?
Worldwide, Facebook has over 1.5 billion users. Of those, 699 million people log on Facebook everyday with the average user spending 15 hours 33 minutes on the social network every month. In total, the traffic to Facebook every month amounts to 700 billion minutes.
To tap into that traffic, certain skills, stats and tips are more useful than others.
- Posts with 80 characters or less get more interaction
- The use of emoticons in posts increases comments
- Question posts get 100% more engagement comments wise
- Quotes collect 26% more likes and 19% more shares than “normal” posts
- Posts published on Thursday and Friday receive 18% more engagement. This number increases to 32% on weekends. The best time to post on Facebook is 1 p.m. or 3 p.m. to get the most shares and clicks
- Contents relating to some topics get more engagement than others. The top 5 topics include sex, positivity, learning, technology & social media and food & drink in that order
- 80% of U.S social media users prefer Facebook to the other social networks as their preferred way to connect with their favorite brands.
A 4-step Process to Increase your Facebook Engagement
1. Use the Right Social Media Tools to Inform Your Marketing Strategy
With tools like Mondovo, Hootsuite and SocialMention, you can build a brand that resonates with people. Think about it. Do you know if your social media efforts are paying off? With the right tools, you can narrow down on the social channels that are sending you the most traffic. You can listen to your audience and join relevant conversations. If you can identify your best content and most engaging posts, you can create more of what your audience wants from you.Leave a Comment
Most social marketing strategies are currently centered on Facebook, Twitter, Google+ and Pinterest but WhatsApp may be the next major thing. Facebook definitely thought so. The WhatsApp purchase (when Facebook dropped $19bn to acquire the IM service) left a lot of people confused. But only until it struck them that WhatsApp reached around 450 million active users since US citizens Brian Acton and Jan Koum founded it in 2009. It’s also estimated that the growth rate of the service is about 1,000,000 new users per day with a high percentage of these users residing outside the US.
If you do the math (so cost per user), it becomes pretty clear why Facebook’s acquisition of WhatsApp makes a lot of sense. Especially when you consider the fact that the acquisition meant that Facebook effectively got access to the user information of nearly 500,000,000 new customers.
WhatsApp for Business
With that said, WhatsApp is a cross-platform mobile messaging app that prides itself on providing users with a simple, personal and real time messaging platform and having no ads, no games and no gimmicks. But marketers have found ways to leverage the popularity of WhatsApp for business.
The question is, how do you use an instant messaging service to help your business goals?
The answer is pretty simple. Think about it. In countries where text messaging is expensive or less accessible, WhatsApp is very popular. Users of the app heavily rely on it to connect with their friends and family and save on their cell phone bills. Small businesses in countries like India have leveraged this fact to communicate and engage with their clients and customers. And the new link between Facebook and WhatsApp makes this communication and marketing channel even more intuitive.
Fair enough, for marketing purposes, it’s critical that businesses maintain an active social media presence but WhatsApp… WhatsApp takes it to the next level by enabling instant messaging between businesses and prospective customers.
Even as we are talking about it right now, in some countries, businesses have started to put their WhatsApp number on billboards and their website. This is particularly true in the case of specialized businesses in India according to the Economic Times.
So essentially, while Whatsapp may not currently be a comprehensive solution when it comes to social media marketing, it’s getting there. Businesses can use WhatsApp for:
WhatsApp is obviously a powerful platform to connect with potential customers. By incorporating WhatsApp in your marketing strategy, you can open a new channel of communication between your sales team and WhatsApp users.
2. Customer Retention
With WhatsApp, you can hope for a closer and more personal relationship with your customers. The instant messaging service enables you to send out quick updates, address customer queries, follow-up on a sale and resolve complaints.1 Comment
Every brand has a story. Instagram is a platform that’s unique in its singular focus on captivating imagery and providing brands with an avenue for rich visual storytelling.
Why use Instagram for Business
- It’s a tight community: Instagrammers are passionate about the platform
- It’s very visual: Instagram’s simple design allows captivating imagery to take center stage
- It’s beautiful: Instagram is a creative and inspiring environment
But Let’s Also Cover Some Stats
- Instagram boasts of 200M monthly actives
- With 65% of the users residing outside the U.S.
- Instagram is home to 20B photos
- It generates 1.6B likes daily
- And 60M photos per day
Brands are some of the most creative contributors to the Instagram community.
- Ben & Jerry’s reached 9.8 million users and saw a 33-point increase in ad recall
- Levi’s, the classic American retailer reached 7.4 million people and saw a 24-point lift in ad recall
- America’s Taco Bell was the first restaurant to advertise on Instagram. The response was tremendous, including a 29-point lift in ad recall
Clearly, Instagram makes a strong case when it comes to social media platforms businesses should use to increase their reach and impact. The challenge is to determine what’s unique about your brand and then share it with the world.
Useful Content Strategy Tips
- Start with clear goals: Your Instagram account should fit into your overall brand marketing strategy
- Choose a theme that’s authentic to your brand and tells a cohesive story through captivating imagery
- Produce high-quality images and videos that are well crafted. The content you create should feel at home on the platform
Photo Taking, Editing and Sharing on Instagram
First off, to produce images and videos that are well crafted, you need to know the exact image sizes used by Instagram. Instagram image size used to be 612 pixels in width by 612 pixels in height. Recently, this image size was slightly increased. The current image size is 640 pixels in width by 640 pixels in height.
So first things first, remember this image size for all content you create for marketing on Instagram.
1. Photo Editing Tips
Once you’ve taken a photo, you can edit it by applying effects. Instagram provides a suite of photo-editing tools including:
When you take a photo using the Instagram in-app camera or upload a photo from file, you can straighten it using the Adjust tool.
You can add a border to any filtered photo.
Lux makes your photos more vibrant and brings out details you couldn’t see before.
Other photo-editing tools include:
- Brightness: It makes your photo brighter or darker.
- Warmth: It shifts the colors of your photo towards warmer or cooler tones.
- Vignette: It darkens the edges of a photo.
- Highlights: Use it to adjust the focus on the bright areas of an image.Leave a Comment
Google is pulling the plug on Orkut on September 30, 2014. New accounts cannot be created anymore but if you already have an account for Orkut, you can still sign in by going to Orkut.com and signing into the Google account you originally used to sign up for the social networking service.
Until September 30, 2014, you can:
- Log in and play games/use your account
- Export your photo albums to Google+
- Download your Orkut information
To download your Orkut information in a single ZIP file, use Google Takeout. You can download the following information from Orkut:
- Your profile
- Scraps received
- Your photos
You can do this until September 2016.
After Orkut shuts down, you will no longer be able to:
- Log in to Orkut, obviously
- Export your photo albums to Google+
- Access the Orkut apps and games
Public communities will be viewable in a public Community Archive.
Orkut, the Journey
Orkut is a social networking site founded in January 2004. It was named after the Google engineer who developed it. His name was Orkut Buyukkokten. Clearly, Orkut was way easier to spell and use than Buyukkokten!
Orkut is easy enough to pronounce: The emphasis is on the “or” while the “kut” is short.
When it was founded, Orkut was Google’s first foray into social networking. The subsequent updates and redesigns made it a leading social network in India and Brazil in 2008.
- It was, at some point, the fastest and easiest social network to use. You could browse photos, check your friend’s profile and view updates faster than ever
- The homepage was excellent. Large photos, notifications that are easy to access and fast navigation, it was all there
- Being a Google product, Orkut also allowed for easy navigation to the other Google properties
- Photos were easy to upload and share. You could select multiple photos and upload them all at once, reordering them as you please by dragging and dropping.
Other than that, Orkut also allows for extensive customization of profiles. You could:
- Make your profile your own by picking your favorite theme and giving your profile a unique look
- Do more than just write about yourself in the “About me” section. You could add a Youtube video or even embed apps
- Find your friends quickly and easily. On Orkut, finding friends was one of the most important activities so the Orkut “find friends” feature was smart
Other commendable features of Orkut included:
- A more dynamic friend list
- Friends’ updates on your homepage
- Posting scraps
- Video chat
Posted on September 19, 2014
Filed Under Facebook, General, Internet Marketing, Marketing, Social Media, Social Media Marketing, Social Networking, Social Networks, Traffic Building, Twitter | Leave a Comment
Social media is now held to the same standard as print and broadcast in the count of essential marketing channels for businesses. As such, your social media ROI needs to contribute to your bottom line.
The challenge is taking a look at your existing business goals and setting social media goals to complement them. For example, your business goal this quarter may be to generate a specific number of leads or it may be to increase your landing page conversion by 15%. And since social media is pretty top-of-the-funnel, the corresponding social media goals will probably revolve around increasing engagement and traffic to your site.
Social Media Metrics that Matter
So you are using social media to reach your business goals. Engagement is a great corresponding social media goal because it impacts a business three-fold.
- It increases traffic
- It grows brand awareness and builds a community
- It shows your voice
But “engagement” is not a concept as simple as the number of followers you have on Twitter or Facebook. It’s a fuzzy word digital marketers use to mean “interactions with your brand.” On top of this, you have to account for the fact that every social channel is different and unique in its own way and engagement isn’t the same for each.
So how can you measure social media engagement? And which tools do you use?
The most important social media metrics are touted to be:
- Conversation rate
This is the number of conversations per post. So on Twitter, this is the number of replies to a tweet and on Instagram, it’s the number of comments on any pin, post or photo.
- Amplification rate
In social media, any post that’s retweeted or reshared is, in essence, being amplified. So think of this metric as the number of repins, retweets and/or reshares a particular post garners.
- Applause rate
Every social network has a touch point to show applause. For instance, Twitter has favorites and Facebook has likes. Applause rate is based on this concept. It’s the number of “likes” a post gets.
- Economic value
This is, quite simply, the sum of short- and long-term revenue and cost savings.
- Relative engagement rates
And finally, should you ever wish to compare your conversion rate on Facebook as compared to your conversion rate on Instagram, this metric averages the number of conversations you accumulated per post per follower for each of your social media accounts.
How to Track Them
Once you establish your social media goals, the next step is to set up tools to measure the ROI on your social media. Measuring your social media efforts is critical to assessing whether or not you’re making an impact to the business.
To measure the ROI on your social media as well as social media success, there is a number of social media analytics software that you can use. Some to consider include:
A social media analytics software designed to help marketers get in-depth analysis and insights into their social media performance, Mondovo’s social tools include Facebook Analytics, Twitter Analytics, Facebook Competition Analyzer and Twitter Competition Analyzer. Access all your Facebook and Twitter data from one location and benchmark your performance against your competitors. With these tools, you will be able to keep a tight control over the nittiest, grittiest details that contribute to social media success.
– Facebook Analytics
View and assess the performance of your Facebook Fan Page. This includes but is not limited to measuring your page’s amplification, reach, impact and engagement trends, all in one place.
– Twitter Analytics
This tool is designed to let you view and understand your Twitter account performance. This includes but is not limited to measuring your account’s performance and engagement and keeping a tab on your followers, retweets, mentions and engagement trends. Measuring these metrics is essential to assessing the impact of your tweets on your audience.
– Facebook Competition Analyzer
In social media, it sometimes becomes important to benchmark your brand’s performance against competitors. With Mondovo’s Facebook Competition Analyzer, view and understand the audience and engagement trends of any Facebook page. This tool is designed to help you assess your position and relative performance compared to your competitors.
– Twitter Competition Analyzer
And finally, a tool very similar to the one we just saw above, if you want to analyze the audience, content and engagement trends of any Twitter account, Twitter Competition Analyzer is your solution. Stalking has probably never been this easy or this fun.
Offering 3 plans (Free, Pro and Enterprise), HootSuite is the preferred social media analytics tool of many marketers. With HootSuite, you can
- Manage your social assets
- Create engaging campaigns
- Find, track and nurture leads and customers
- Get to know your audience
- Be at the right place at the right time when your customers need you
Some of the products by HootSuite include:
- uberVU via Hootsuite: This tool gives you real-time data about your brand making it easy to track influencers, stories, trends and more.
- Analytics: Helps you get all the data about your social media outreach and displays it in comprehensive and easy-to-read reports.
- Hootlet: Lets you post to multiple social networks with one click. This saves time and extends your reach.
SocialMention is a social media analysis platform that allows you to easily view and keep a tab on what people are saying about you, your brand, a specific product or any topic across the web’s social media landscape. It monitors Twitter, Facebook, YouTube and quite a few other social media networks to provide a real-time social media search and analysis service.
With SocialMention, you can also set up an RSS feed, email alerts or even add a real-time widget to your website. SocialMention’s Realtime Buzz Widget, for example, is a tool you can use to view the latest buzz about you, your brand or a product over the web.Leave a Comment