Posts Tagged ‘media’

Internet_Marketing_And_Advertising_Company

Internet Marketing And Advertising Company

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Do You Need an Internet Marketing and Advertising Company

When looking for an internet marketing and advertising company, you will find that you have many to choose from. What’s the difference between internet marketing and advertising? Marketing is basically the whole approach you take to sell your product or service, while advertising is just one part of the marketing pie. The other pieces of the pie include, but are not limited to, market research (researching your target market and competition), media planning, public relations, product or service pricing, distribution, customer support, and involvement in the community. Market research is a key activity that needs to be performed by yourself or another company that specializes in this. It is crucial that you do this and also very time consuming so it might be one of the tasks that you do outsource to someone else. Media planning is another good one to hand over to someone else. An expert in this field can put you head and shoulders above the competition. Distribution, customer service and community involvement are often the kinds of duties that management likes to be involved in personally in order to be in touch with their customers and their needs. But you can also pass this on to another company.

While one firm may be an internet marketing and advertising company all in one, it is often the case that the two concepts are split. An internet marketing company may perform tasks such as developing a website, doing all the SEO, establishing your brand, providing content, copywriting, public relations, and ad creation. An internet advertising company will focus on only the ad part of the business. This could also include creating the ad, in addition to creating advertising campaigns.

Before handing your business over to someone else, think about what you really need and how much you want to spend. While you can do a great deal of the online marketing for free on various sites, this kind of stuff can take up a lot of time. And, as they say, time is money. If hiring extra staff to take on this task isn’t what you had in mind, then yes, an internet marketing company can be a good fit for you. One thing is for sure, you do need to be on the internet if you are going to do business. This is true for small local businesses as much as it is true for global corporations. Even local searches are now being performed online. People just throw their phone books out these days, and they don’t go to online yellow pages either. They just use their simple search engine, like Google, Yahoo, or MSN, and type in what they want to find. If you want to make sales, you need to come up in their searches. And you can do all of this through an internet marketing and advertising company.

Can You Keep Up? The Kardashians Are Hiring an Email Marketing Manager

Pack up your Kylie Lip Kit, contour accessories and selfie stick — you now have the opportunity to keep up with the Kardashians professionally.

Kardashian Jenner Communications recently posted a job opening on LinkedIn for an email marketing manager, with a focus on beauty.

This is a full-time position in Calabasas, California, so applicants must be based out of Los Angeles. No word on whether you get to crash at one of the many mansions the brood owns, but here’s to hoping it’s with the Momager herself — aka Kris Jenner.

Before you quit your job and book a one-way flight to LA, know that the job requires at least two to three years of experience in email marketing in the beauty industry. The job posting’s skills criteria also includes leadership, e-commerce, project management and process optimization.  

And no, intimate knowledge of every single episode of “Keeping Up With the Kardashians” is not equivalent experience.

Become a Marketing Manager for the Kardashians

While working for the Kardashian/Jenner family conjures up images of LA decadence — Range Rovers, paparazzi, overpriced smoothie bowls and kombucha — keep in mind that this is a legitimate job. That means legitimate responsibilities.

The email marketing manager will be in charge of creating and managing email campaigns for the family’s signature brands. The position also requires audience analysis to best promote the products.

Here are some of the day-to-day duties:

Participate in weekly strategy meetings
Create,maintain and distribute the email marketing calendar
Manage multiple teams and coordinate their timelines
Run A/B testing on email campaigns and use results for improvement
Keep track of trends in the industry
Provide weekly, monthly and quarterly email performance reports

Ready to throw your hat in the ring? Check out the original job listing for more details and use your LinkedIn profile to apply!

Kaitlyn Blount is a staff writer at The Penny Hoarder. She’s actually never seen an episode of “Keeping Up With the Kardashians” but loves a good Kris Jenner meme.

This was originally published on The Penny Hoarder, which helps millions of readers worldwide earn and save money by sharing unique job opportunities, personal stories, freebies and more. The Inc. 5000 ranked The Penny Hoarder as the fastest-growing private media company in the U.S. in 2017.

Read more: thepennyhoarder.com

These 40 Entrepreneurs Swear by These Marketing & Growth Strategies

America1. PPC & organic are a winning combo.
John Breaker, President/Founder, BirdieBall.

Pay-per-click and organic positioning are the most successful, pure and simple.

If you are in a market category that has active searches, pay to get seen and fight for conversions.

If you can afford to stay number one in paid search, you can get stronger and stronger from there.

Paid search forces you to convert, which in turn drives up organic by default. To convert from the number one position means you are good and getting better every day.

It forces you to get good at all of the blocking and tackling basics of customer satisfaction and business.

Satisfied customers and quality products are characteristics of the company that can be in the top paid positions in a category week after week, year after year.

2. Never forget to email customers.
Parker Slavin, President, StationeryXpress.

Email marketing keeps our customers engaged and informed as to new products, deals and sales.

Advertising on Google AdWords also works really well, as many people search Google and other search engines for what they are looking for.

3. Direct face-to-face contact with customers.
Brittany Hogan, Owner and Artisan, Nefertem Naturals.

Direct face-to-face contact works best for our business because it’s hard to sell the idea of rubbing cow fat on your face over the internet! People have to try it to believe it.

4. Meet your customers.
Jim Taylor, President and Owner, Belted Cow.

For us, it all starts with a high-quality, unique product and exceptional customer service.

We have always put most of our energy into product development.

If you can create something truly worth talking about, it’s easier to market it.

Once we had something to show people, we needed to get it in front of them and let them do word-of-mouth marketing.

We started by attending over 20 retail shows a year to get in front of people.

We continue to attend shows, expand our social media following, and update our website for improved customer experience.

We have also seen successful brand exposure by partnering with local nonprofit organizations and donating a portion of the sales from select designs.

5. Create a community.
John Wray, CEO, Hero Care Packages

We’ve tried to do lots of direct marketing as well as PPC advertising.

We just migrated to BigCommerce and are looking to directly ramp up sales now that we have the platform we want and all of the infrastructure set up.

Building an email list is key. Community involvement in what you’re building is critical.

6. Having grit is essential.
Barbara Huffman, Owner and Eco-Friendly Artisan, Southern Magnolia Mineral Cosmetics

Personally, the most successful tactic to the growth of SMM Cosmetics is my tenacity.

However, professionally, email marketing and social media have by far been the most successful.

Social media alone has allowed the small business owner a little voice over the big cosmetic companies.

I don’t have the budget to advertise or pay for clicks, so having Facebook and Twitter in particular has given me a resource to tap into and reach as many customers as possible, but doing it with a little southern charm!

7. Have a website that looks professional.
Amy Breaker, Director of Operations, BirdieBall

A banging website is what works for us!

We are continually trying to improve the website and make sure our website educates our customers on our unique products with a great user experience.

We are always focusing on getting more conversions from our efforts with Google advertising. Improving our SEO is another huge avenue for growth so we can organically get people’s attention.

8. Google advertising, newsletters and a good ecommerce platform.
Elizabeth Curtis, Owner and Marketing Director, The BananaNana Shoppe

These things have worked really well for us: Google advertising (first with AdWords, then Google Shopping), newsletters (email marketing, including suggestions for grandparent ideas), moving to BigCommerce.

9. Send customers relevant information.
Katie Bernotksy, Owner, Power Team Lures

Email marketing. Being able to reach our direct market with sales and company news our customers truly care about is key.

10. Use word of mouth marketing.
Founder and Owner at San Francisco RAW

Word of mouth and veterinary referrals are the most effective and common growth tactic for us.

We also get a lot of people finding us through Instagram and Facebook – especially Instagram, lately.

Yelp is another place people find us.

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11. Use an omnichannel approach.
Damon Didier, Vice President of Marketing, Office Furniture Source

BigCommerce’s connections to eBay and Amazon have driven considerable online sales, and strong SEO has helped to drive both online and in-store sales.

12. Have a great product.
Stan Farrell, President, ComposiMold

It’s really been a combination of social media messages, free ebooks to grow our newsletter, social media marketing (I’ve liked Facebook advertising) and lots of conversations.

The really big key, I think, has been selling a unique product that can solve people’s desire to make things real.

13. Utilize social proof.
Philip Kauppinen, Owner, Grand New Flag

SEO and customer reviews using Yotpo have been the most successful.

I have found that my organic traffic has been more successful than any advertising, along with the Yotpo reviews system integration, which gathers and displays customer feedback wonderfully.

14. Find the right starting point.
Daniella Park, Designer and Webmaster, Doing It Sober

Honestly, BigCommerce has been crucial to my growth.

The platform keeps me on my toes with new information all the time.

I had no money when I started, so I basically taught myself everything from BigCommerce University!

Instagram has been the main player with getting the word out there.

15. Data is your friend.
Chief Marketing Officer at Wilson Amplifiers

Organic traffic growth through content marketing is a long-term play, but hugely profitable once in play.

We think of this as free revenue as opposed to PPC with higher CPA numbers.

Conversion rate optimization is critical and needs dedicated resources. This is not a set-and-forget-it part of the business.

TEST EVERYTHING, ALWAYS.

Checkout funnel analysis and retention strategies are KEY. Mobile growth is up 40% YOY.

Ensure that you look at key metrics. Load times, for instance, are critical, as is cross-device sharing of content.

Mobile generates more traffic than desktop, although revenue numbers are lower.

Lastly, having an understanding of attribution is critical to understanding multi-channel campaigns’ value.

16. Find where your audience lives.
Danielle Rogland, Coordinator, Celebration Ashes

Advertising on Facebook has been great for us, because families who have had memorials created are able to share their stories to our company Facebook page.

These really touching personal accounts are a great way for other families to see what we are about and decide if this kind of memorial piece would work for them.

17. Consider targeting a specific niche.
Kenneth Eremita, Vice President of Marketing, Turtleback

Google Shopping ads have been the most successful.

We have a lot of niche product for flip phones and radios that don’t have a lot of competitive bids.

Many of our customers have these niche devices and start with Google to see where they can find a carry/case solution and find us.

18. Leverage Amazon.
Barbara Weiderspahn, Ecommerce Manager, Racelite Hardware

Selling on Amazon has been a big boost to our business.

Not just direct sales on Amazon, but people finding our products on Amazon and then coming to our website for a more complete selection of products.

Using web analytics has also helped us improve search results to steer people to our website.

19. Make long-term investments in marketing.
Ferrell Alman, President and Founder, Roanline

Social media and social media advertising have allowed us to connect with our target audiences and share content, stories and products.

We also spent a good amount of time on design and SEO work, which has paid off in spades for organic traffic.

20. Don’t forget about repeat customers.
Manager at Fox Creek Leather, Fox Creek Leather

We have been having recent success with email marketing and other digital advertising means; however, most of our business comes from repeat customers, forums and referrals from customers.

We also try to keep on top of our SEO so we are shown more often through organic searches.

21. Add that personal touch.
Kevin Danaher, Ecommerce & Marketing Manager, Stuff2Color

We answer all customer phone calls, orders, emails or letters in the mail with a personal touch. No boilerplate responses or generic call center reps.

We believe in the human element of commerce and think that has been key to our growth.

22. Have an effective PPC strategy.
Derek Lenington, Co-founder and CFO, Taylor Street Favors

Google Shopping with the assistance ofWordStream and Logical Position has been the most successful while we grow organically through social media.

23. Be SEO focused.
Patrick Hope, Vice President of Sales & Marketing and Partial Owner, Fleet Safety

Search engine optimization has been the most successful growth tactic for us.

It allowed us to get on the map and be seen by everyone across the nation, not just in the mid-south where our 6 stores are located.

24. Be social & searchable.
Lauryn Spence, Founder, Pride Chicken

Social media & Facebook ads have made a great impact for us.

We also started focusing more on our organic search in the last 6 months and have already seen an improvement in traffic.

25. Keep up with Google algorithm changes.
Jerri Hemsworth, Co-Owner, RP Boutique

Keeping on top of the changing algorithms of Google has worked well for us.

Social media has been a big deal for us, but not our biggest converter.

Google’s organic search and email campaigns have been our biggest sources of traffic.

26. Use data to hone in on your audience.
Ashli Clubine, Director of Marketing, Nine Line Apparel

Facebook advertising is what really helped us establish ourselves, allowing us to reach a wide expanse of our target demographic based on honing in on those with like-minded views and interests who would relate to the message that our apparel conveys.

27. Provide customers informative content.
Brian Krilivsky, President, Journey To Health

Providing content in my niche area has been the most successful.

One of my main selling products are Wiffle balls and bats. (Yes, the good old, made in America, plastic bat and ball that has been around for decades!).

I’ve set up informational resource pages on the site exploring and promoting all areas of Wiffle Ball: Wiffle ball tournaments, Wiffle ball fields, Wiffle ball pitches, Wiffle ball leagues, Wiffle ball rules, etc.

These pages have brought a ton of customers to my site where I can then cross-sell them all types of products related to Wiffle ball.

Blogging about all of these areas has also helped.

28. Compete on price, quality and service.
Joanne Wood-Ellison, Founder and Chief Executive Collar Crafter, The Artful Canine

Offering the perfect combination of price, quality and service is what has grown our business.

Big box pet stores have the price, but not the quality. Boutiques have the quality, but not the value, and few offer all three.

I reach those seeking this level of service and value through SEO, great content and accurate, revealing photography.

29. Get feedback from customers.
Kate Dillon, CEO, Crate Insider

Social media, and Facebook in particular, has been instrumental to our success.

It’s been a great platform to engage with our customers and allow them to be part of our community.

They can like, comment and share new products or tech tips that we publish.

It’s been a strong platform for building loyalty among our audience.

Out of all paid-advertising channels, Facebook has been the most effective by far.

The other tactic we’ve used has been to provide relevant content on our website.

We provide tech articles and videos and write unique product descriptions.

As a result, organic search on Google has been responsible for a large portion of our traffic.

30. Successful advertising requires you to pay to play.
Kyle Sharick, Owner, TracksNTeeth

Paid advertising via Google/Yahoo/Bing to drive our traffic and providing high-quality products at affordable prices with fast shipping time is the winning combination we’ve used to give our customers a top-notch customer experience.

31. Use the Golden Rule.
Chris Angelini, CoFounder, American Bench Craft

Providing customer service that’s just as awesome as our products are.

Without venture capital money or investors backing us, we don’t have a substantial marketing budget, so we rely heavily on word-of-mouth referrals from satisfied customers.

By taking care of our customers and treating them they way we like to be treated, they are so happy with their overall experience with us they tend to be really engaging with social media shares and positive reviews.

A simple Google search of American Bench Craft will reveal hundreds of overwhelmingly positive 5-star reviews!

This has worked well for us because there’s a surprising number of companies that don’t provide good customer service or any at all.

We get so many emails and phone calls from people who are refreshed by our customer service and they tend to talk loudly about our company and products and that has been what’s kept us growing these past few years.

32. Be tenacious.
Ana Seidel, CEO and CCO, My Bliss Kiss

Social media, Amazon and writing over 80 articles on our sister site NailCareHQ.com is what has driven our growth.

33. Create long-term strategies..
David Skeen, Owner, Matboard Plus

Initially, Google AdWords drove our growth in a big way.

This was essential for finding our audience and new sales. Expensive? Yes.

But I knew I had to find customers in order to build the real business of “repeat customers.”

Long term, we have been developing our SEO to reduce the cost of finding new customers through PPC alone.

34. Be engaging.
Jennifer Lugo, Founder and Product Formulator, Verefina

Using our blog in tandem with email marketing and social media has really helped us engage our customers and communicate with them in a meaningful way.

35. Stay connected to your audience.
Tersha Carpenter, CFO, Island Slipper

Email marketing and social media have been the most successful.

We started actively working on our social media presence last year, and I think it is finally beginning to pay off. We are beginning to see more traffic due to social media.

But even more successful has been the direct email marketing campaigns. Every time we send out an email, there is a spike of traffic and sales.

36. Slow and steady wins the race.
Bonnie Porter & Megan Boyd, Chief Party Officers, Cute Booze

Email and social media have been the most successful because we were able to get the Cute Booze name out at a low cost.

It’s slow but it works – constantly increasing Facebook likes, etc.

We are now investing in SEO and starting to implement the features built into BigCommerce.

37. Make key connections.
Gordie Spater, Co-Founder and Chief Business Officer, Kurgo

Partnering with retailers like Petco, PetSmart and Pet Food Express has been the most successful.

We have distribution in over 90% of pet specialty retail doors now.

This presence has established us as a leader in this category.

38. Content is still king.
Vice President and Co-owner, Universal Design Specialists

As a small business, we found the punch to be in our on-page content.

We try our best to give our customers the best, straightforward information possible to understand our sometimes-complicated products.

Using quality SEO tools and of course BigCommerce has been beneficial in simplifying the ecommerce aspect of our business as we are “do it yourselfers.”

39. Create key digital relationships.
Katie Caudill, Founder and CEO, Sunday Coupon Inserts

Blogger relationships, hands down.

Whether it’s sponsoring giveaways, testimonials or simply having our button on their website, we can contribute a large portion of our continued new customer base to referrals from coupon blogs with whom we have established relationships.

This has not only increased our sales, it has grown our Facebook presence to almost 200,000 fans!

40. Do it all.
Jennifer Raines, Chick-in-Charge, Quirks! Handcrafted Goods & Unique Gifts

We pretty much do it all.

All forms of social media (approaching 14,000 Facebook fans), Instagram, Pinterest, Twitter, Snapchat.

We also have an active MailChimp email list with nearly 10,000 subscribers.

We are extremely active in our local community.

Over the years, we’ve really grown to love our little tribe of locals and visitors who support us and all of our crazy schemes.

We also take pride in the fact that Quirks has become an interactive and vital community hub with artist visits and contributions to the community through our nonprofit CultureFix.

The nonprofit coordinates events to promote arts and culture in the Greater Williamsburg area, including the Winter Blues Jazz Fest, 2nd Sundays Art & Music Festivals, the Big Bluesy, and ChowderFest.

We’re always on the lookout for unique ways to have fun, excite our neighbors, make days brighter, extend our reach beyond our store walls and think outside the box.

Want more insights like this?

We’re on a mission to provide businesses like yours marketing and sales tips, tricks and industry leading knowledge to build the next house-hold name brand. Don’t miss a post. Sign up for our weekly newsletter.

Read more: bigcommerce.com

Marketing Automation Part II: Which Marketing Automation Tools Should I Use?

We started off last week with an introduction to marketing automation and a brief overview of how it can increase revenue and build a stronger brand for your company. In this week’s segment, I’m going to walk you through the specific automated tools that marketing automation can offer you and the benefits to each. By the end of this segment, you should be able to identify what kind of automation your company should implement.

Each organization has different goals and thus different marketing automation needs. MarTech has expanded to such an extent that choosing a program and even beginning to address what tools you need can seem overwhelming. The options presented in the infographic below might look a little like how your brain feels when weighing all the marketing automation tools available.

analytics software

First, we will get a handle on what types of marketing automation exist, so you can get a big-picture view of what is available. Remember, you don’t have to (and shouldn’t) start out automating everything at once. There will always be a learning curve when you implement any new software – it will take time to get your team up to speed so that programs can be maximized to their full potential.

Process, Process, Process

Luckily, all automation tools fall into five main categories: CRM, email marketing, overall marketing, social media, and analytics. Before we look at how to identify what might be the best fit for your company, here is an outline of the five different ways software can automate your processes, compiled by Marketing Insider Group.

Customer Relationship Management (CRM) means treating each individual customer as if they’re your only customer. CRM software means timely communication at the customer level with personalized content. Automating CRM can mean anything from having a programmed bot respond to social media inquiries to adding completed submission forms to your list of leads. CRM automation is for a forward-focused company with lots of leads to handle or new segments to explore. While you don’t necessarily need to go with the biggest name out there, many companies choose to use Salesforce for CRM automation and with great success.
Email marketing automation might seem outdated (or at least a platform that’s losing its footing), but it’s still one of the most engaging aspects of digital marketing. Email marketing automation means reaching more people with greater ease and an automated process for using all the data you collect to both reach a wider audience, as well as connect with your existing audience on a more personal level. Among other things, you can set up triggers to initiate messages (such as auto-replies if a customer leaves items in their virtual shopping cart or follow-ups to promote reviews after purchase), implement A/B testing, and encourage them to take actions they haven’t already.
Marketing automation software takes care of everything to do with overall marketing operations like website traffic or implementing specific initiatives. Most of the marketing automation platforms you’ve probably heard of fall under this category of general marketing automation. Marketo, Hubspot, and Eloqua are the big three that people are quick to recommend because of their versatility and expansive services. Just be mindful of the price of your package, it can be easy to overpay for programs without reaping all the benefits.
Social media automation does exactly what it sounds like. Short-form social posting can seem like a waste of time, but connecting with your audience on social media is one of the best ways to define your story in a more casual, conversational setting. By itself, social media is a free tool that can make or break you. With automation, it turns into an increasingly valuable way of engagement. Social media automation can be especially useful for bigger businesses who don’t have the time or resources to respond to all social interactions. In 2018, the best software for social media automation is Hootsuite, Crowdfire, Buffer, and Agora Pulse.
Marketing analytics software will help you gauge data to figure out the next steps to take. Data such as traffic and engagement rates can be the jumping off point for determining where to angle your next marketing initiatives, where to improve, or where to cut back. Efficiently measuring analytics is an essential step to maximizing ROI. If you implement all of the above strategies but don’t measure the results and turn them into actionable insights, then what’s the point? The most popular tool for measuring analytics is inevitably Google Analytics, but there are plenty of other options if you want to branch out.

Identifying What You Need

Once you’re familiar with the options available, you can start sorting out what the right choices are for your business. Sitting down and planning out your exact needs will ensure that you choose a program best suited to meet your unique goals. It also helps ensure that you’re only paying for what you need, not buying into programs that aren’t worth your time or resources.

Try thinking of marketing automation in categories depending on the overall size, need, and experience of your company. GetResponse separates marketing automation into three levels.

Level One: Software geared toward entry-level users and those who are only looking for basic levels of email marketing automation. This level of automation uses basic automation tasks like email templates, analytics, and A/B testing. To use this to your advantage, you can set up triggers to send certain emails, and create auto response sequences. If you’re a company just starting out, one with a small budget, or one with basic needs, then level one should be the extent of your focus.

Level Two: Software that mid-sized business can use with the intent of growing and excelling past the initial level of email automation. GetResponse clarifies that level two is primarily for a marketing team who manage less than 100,000 subscribers. Businesses on this level need more in-depth features to their software that will expand the business’ online presence. This starts to encompass automated CRM, social media, and more advanced tools that handle your marketing automation as a whole.

Level Three: Software intended for businesses up to the enterprise-level who have a strong marketing team intent on all-encompassing automation. They have the resources and opportunities to draw in customers across all possible platforms and can invest in the most optimized experience to suit their needs. These tools can handle all of the listed processes above.

After you’ve identified approximately where your business goals fall and what level of marketing automation software you need to start looking at, you’re ready to dive into software-specific research. As shown in the infographic above, there are more than enough options to sift through. Lists like this one from NG Data or this grid from G2 Crowd pepper MarTech sites; choices are easy to find, it’s just a matter of narrowing them down. Always remember to weigh your options, allow for optimum training time before you judge the results, and use your resources to the fullest capacity.

Join us next week as we dive into Part III of our marketing automation series: How to Create Workflows. Workflows are the next step in the automation process and we will discuss how to use the marketing tool you’ve chosen in Part II to create active, workable strategies that align with your story.

automation software

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How Digital Media Companies Can Boost Newsletter Open Rates

As a digital media company, your chief goal is to get eyes on your content. You want readers who regularly visit your site, open your emails, and engage with your brand. You already publish content that people love. How can you ensure that your readers always see it?

Publishers have long relied on email marketing to help share their content. After all, email gives you a direct line to your subscribers. Unlike social media, you don’t have to rely on a third-party platform to gain insights into your readers. Your list is yours. Results are better too, as a message is 5x more likely to be seen in email than via Facebook, according to Radicati.

Newsletters, in particular, are the cornerstone of most media company’s email marketing strategy. But newsletters are useless unless subscribers are opening and reading your messages. That’s why we’re sharing how digital media companies can boost newsletter open rates.

Clean up your lists to boost engagement

For years, marketers and publishers obsessed over the number of people on their email lists, reasoning that a lot of subscribers meant sweeping success. However, the number of list subscribers is a vanity metric. While it may seem important to have a large list, it’s more important to have subscribers that open and engage with your emails.

Digital media companies that want to improve newsletter open rates should start by cleaning up their email lists. This means creating re-engagement campaigns, as well as removing dormant addresses and subscribers who are not engaged. You want your subscribers to be invested in your content, so removing those who are not interested is a surefire way to improve email engagement.

Use segmentation and personalization to deliver relevant content

Your subscribers want to receive email messages that are tailored to them. That’s why digital media companies segment their lists to personalize their newsletters. After all, transaction rates are six times higher with personalized emails compared to generic email blasts, according to Experian.

For example, Penguin Random House allows subscribers to choose which book genres they’re interested in hearing about. Based on this information, Penguin Random House can send out personalized messages based on preference. If a subscriber wants to hear about Mystery & Suspense, they’ll receive relevant messages that encourage them to open the emails.

Penguin Random House – Personalized and Segmented Email Marketing

 

In order to implement personalization, you can use dynamic content to swap out messaging based on subscriber data. For example, if you send a monthly newsletter to all of your subscribers, you can use dynamic content to populate one section of the newsletter with personalized recommendations.

If you’re sending emails with relevant content, subscribers will be much more likely to open your messages.

Email Newsletter – Personalized Relevant Content

 

Hand-curate to solidify your narrative

There are two main ways for publishers to manage their newsletters: they can use automation to automatically populate newsletters with content or hand-curate newsletters based on subscriber interest, performance, and marketing goals.

More and more publishers are investing resources in hand-curating newsletters, and that’s because they’re able to intentionally curate the voice of the brand to provide meaningful content and a thoughtful narrative to the audience.

For example, Apartment Therapy sends out a hand-curated newsletter, complete with a personal message from the editor. This makes the email newsletter feel deliberate and on brand.

 

Test subject lines and analyze results

When it comes to open rates, your email subject line matters. When an email lands in a subscribers inbox, it’s likely to be ignored unless it has a compelling subject line.

While it’s hard to give blanket advice around subject lines, there are a few things that usually make a difference. Personalized subject lines work, as our study of power words in subject lines found that using the recipient’s first name in the subject line increased the chance of the email being opened by 14.68%.

Additionally, you need to consider the pre-header text as well as the subject line. One of the biggest mistakes publishers make is not being deliberate about their pre-header text.

Converse Email Marketing – Subject Line and Pre-Header Text

 

Here are a few of our favorite resources on subject lines:

How to Be an Email Subject Line Superhero
Are You Using These 8 Subject Line Formulas to Get Your Emails Opened?
How to Determine the Best Length for Your Email Subject Lines

Consider frequency and timing

How often are you sending newsletters, and what day of the week are you sending them? It turns out that frequency and timing can influence open rates. We conducted a study and found that 47% of emails are opened outside of work hours, which is good food for thought. It’s a good idea to experiment to find a cadence that works best for you.

But you can also put your subscribers in the driver’s seat by allowing them to select how often they want to receive emails from you. This ensures they’re receiving emails at a frequency that works well for them. By encouraging subscribers to visit a preference center, you can make sure they’re picking and choosing for themselves.

Wrap up

As a digital media company, you want to make sure that your subscribers are opening your newsletters. By following the tips we’ve outlined here, you’ll be well on your way to creating engaging newsletters that encourage more opens, clicks, and overall engagement with your brand.

The post How Digital Media Companies Can Boost Newsletter Open Rates appeared first on Campaign Monitor.

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752,626 Facebook Ads Analyzed, an eCommerce Growth Case Study, New Social Media Tools, and More!

There is always so much happening in the social media marketing industry that it can be a challenge to keep up with all of the latest news and insights.

From constant changes to the Facebook and Instagram algorithms to the silent growth of LinkedIn and the launch of Instagram’s IGTV, marketers and businesses have their hands full.

That’s why we’ve created what we call “Minisodes” on the Buffer Podcast – The Science of Social Media. Minisodes are 10-15 minute shows where we cover all of the latest social media marketing news that you need to know as a business. Join 16,000+ fellow marketers and business owners each week to stay up to date on the latest news, trends, and insights!

This week, we’re covering a massive study that analyzed more than 750,000 Facebook ads, how one eCommerce brand generated thousands of emails and followers, our favorite new social media tools, and more.

Let’s dive in!

How to listen: iTunes | Google Play | SoundCloud | Stitcher | RSS

Buffer Podcast Episode 104 Social Media News

What you’ll learn in this episode

What follows is a lightly edited transcript of the conversation between Hailley Griffis and Brian Peters. Short on time? No worries! Here are four quick takeaways:

How social media contests can help give your brand the extra boost you’re looking for
The top 5 actionable advertising takeaways from studying more than 750K Facebook ads
New social media tools that you can try today in 2018

Must-read resources from the episode

How One eCommerce Company Generated More Than 41K emails and 10K Social Media Followers – Viper
Results and Insights from Studying More Than 75,000 Facebook Ads – AdEspresso
26 Tools and Apps for Social Media Marketers – Social Media Examiner

How to sell on Instagram [complete podcast transcript]

Brian: Hi everyone! I’m Brian Peters and this is The Science of Social Media, a podcast by Buffer. Your weekly sandbox for social media stories, insights, experimentation, and learning.

Hailley: Welcome to episode #104! I’m Hailley Griffis and today we’ve got a jam-packed show lined up for you. Really excited for this one. Lots of great articles published in the marketing industry this week and we’re sharing the most important takeaways from all of those.

Brian:  From Facebook Ads, to generating emails and social media followers, to our favorite social media tools on the market, this is one you won’t want to miss.

Let’s kick off the show!

Hailley: One marketing strategy that seems to thrive in so many different industries and is resilient to constant user behavior changes is…. email.

So naturally, one of the best ways to reach your target customers or audience on a consistent basis is to grow your email lists. Which is, of course, easier said than done.

However, we stumbled across a case study from Viper where they featured an eCommerce business that was able to generate more than 41,000 email signups and 10,000 social media followers in one campaign.

Brian: Yes and with a headline like that, how could we not read it!

In diving into this article I thought, alright here we go with another one of those spammy marketing tactics, but I was pleasantly surprise to to find that the case study and tactics used by this eCommerce company were actually very interesting.

And this is something we really haven’t talked about a lot here on the show and that’s contests as a marketing strategy.

Hailley: You’re right, we really haven’t talked about contest too much on the show.

One thing that I thought was interesting is that if you break down the available marketing channels out there for businesses, there’s really only so many things you can do. Content marketing, email marketing, and social media marketing.

But there’s a fourth bucket that they mention and that’s growth and viral marketing, which contests would fit under.

Brian: Yeah and growth or viral marketing I think gets a bad rap because we’ve all had some sort of poor experience with a marketing campaign.

But when done right (and ethically), virality can really sky rocket a specific campaign across the board.

So this specific case study focused on the eCommerce company called Brevite. Which is a backpack company created specifically for photographers.

Hailley: What Brevite did is offered two prizes for folks who entered their contest.

The first prize was a Mavic Drone and the second prize was a backpack for photographers.

And we should stop for a second here to talk about the importance of quality prizes when you’re setting up a contest.

Brian: 100% agreed. Always remember, the closer aligned your prize is your target markets’ interests the more successful your contest will be.

You want people to really want to win your prize so they are willing to share the contest, refer others and complete tasks that the brand sets.

Hailley: In this case, a Mavic Drone and backpack are pretty incredible prizes.

Anyways, the eCommerce company asked for an email address, a follow on social media, and the contestants had to share the content – meaning a Retweet, Facebook share, re-gram, etc)

Which actually seems like a lot, particularly for a smaller eCommerce store!

Brian: It feels like a lot for any business!

But I think that goes back to offering a quality prize. So overall, Brevite invested about $3k in the contest for prizes and ads and what not and ran the campaign for 15 days.

In the end, they saw a sign up conversion rate of about ~65%. Which is just great stuff.

Hailley: Yeah, I’d love to have a 65% conversion rate on anything!

After the contest and scrubbing for quality, their email list went from 1,700 to 37,000, which is about 8 cents per email address. And they gained more than 10,000 followers across Twitter, Facebook, and Instagram.

Brian: And of course we won’t leave you hanging. Here are the exact steps they took to promote the content.

Like we said before, they selected a really good prize that aligned with their target audience – and they didn’t go cheap.

They shared the contest constantly on social channels & in select social media groups.

They added the contest to their website – so each relevant landing page had this contest prominently featured – which I think was crucial to the success of this.

Hailley: Agreed – that led to hundreds of people seeing the content.

They emailed their list multiple times to remind them of the contest. So for example, they sent an email update on the contest at launch, in the first week showing the top 5 entrants so far, halfway through, then again if they added any bonuses or extras, and so on.

Then when the contest was almost over they sent out emails to create a sense of urgency with 48 hour and 24 hours to go. They saw some great number boosts from that.

Brian: Yeah and then number 5 is that they spent a lot of time and effort crafting great images for the contest to share across networks.

That helped 1) make the contest seem legit and then 2) make contestants feel good about sharing it with their friends.

Some other cool things I thought they did were get a few photographers that they knew to share the contest as sort of a mini influencer strategy. They also ran some social media ads on Facebook and Instagram targeted at photographers.

All really, really strategic and thoughtful promotion of what was a super successful contest.

Hailley: Speaking of a topic that is a bit more general marketing for business focused, rather than just social media, we actually had the chance to catch up with team behind the podcast Rocketship.fm.

They just launched their fifth season where they spent more than three months chatting with and profiling three super successful entrepreneurs.

So if you’re looking for a stellar podcast with some great insights from entrepreneurs that have been through a lot of what we talk about on this show, definitely check out Rocketship.fm.

Brian: I actually just had a chance to check out a few episodes from the new season and was really impressed with how much solid information they get into each episode.

You’ll get the real, first-hand story behind how successful products are built. And the cool thing it they don’t just share the ups, they also talk about business struggles, personal struggles and everything in-between.

Anyways, just a little love for some people doing great things in podcasting.

Hailley: Next up is an interesting study from our friends over at AdEspresso.

In 2015, they analyzed the text from 37,259 Facebook ads from to find out exactly how the best Facebook advertisers are piecing together their ads.

Today – nearly three years later — the study has grown more than 20 times bigger. Today, we’re breaking down the findings from 752,626 ads!

And while some of their original results have remained the same, a LOT has changed.

Brian: Cutting to the chase. Their top 5 findings are as follows:

The length of ad text has increased.
Link descriptions are shorter.
There has been an uptick in brands that link to specific landing pages.
The top five CTAs in 2018 and how brands’ usage of CTAs have increased.
Companies are using a greater variety of Ad types.

Hailley: So for the first one – the length of ad text increasing. What they found was that (and I quote):

A clear, no-nonsense, five-word headline, paired with 20 words of ad text is the recipe for a perfect Sponsored Post.

Yup, there is a science to it. 5 word headline and 20 words of actual ad text or caption as you might know it

Brian: Looking at their second finding that link descriptions have become shorter.

In 2015, the average link description was a whopping 18 words. Three years later, it has been whittled down to 13.

This proves that less is really more when describing your articles. Try to create a sense of urgency in as few of words as possible and be super clear about your offer.

Hailley: Their 3rd finding is that more ads are using specific landing pages is a big one not only for Facebook but for other channels like Instagram and Google Adwords as well.

Including landing pages makes a post more direct and removes the effort of additional research for the viewer.

Brian: Yeah, it’s super frustrating to click on an ad and be led to a generic landing page. It’s a really easy fix for businesses as well.

Hailley: Their fourth finding is a really actionable one, which I love. It’s that the top 5 CTAs are: Learn More, None (so no button), Shop Now, Sign Up, Book Travel.

Brian: So what this one is referring to are the pre-populated buttons that you can choose with each Facebook.

And Facebook created these because choosing the perfect CTA is more difficult than you’d imagine, which is a major reason why this category has seen so many changes over the years.

Marketers have experimented with several different kinds of CTAs (including none at all). At the same time, Facebook constantly rolls out new options to test.

Hailley: What AdEspresso recommends here is to venture out from the generic ones we listed above and try something new.

Facebook also offers CTAs like:

Listen Now
Get Directions
Donate Now
and Send Message
As we always say, you won’t know what works unless you experiment.

Brian: Last but not least, they found that companies are using a greater variety of ad types.

Links and photos still dominate the advertising types, but video ads have soared in popularity.

Of course, this means an opportunity in video ads since their still the minority. When it comes to video ads, many pros suggest to put all of the good stuff into the first 5–10 seconds, work in primary colors (red, blue, yellow), and incorporate scrolling text.

Hailley: Alright , before you go, we’re just over half way through 2018 and so we thought we’d share some awesome social media tools that we’ve come across since our last episode on social tools way back in episode #88.

We’ll go quick fire style on this one and then let you go check them out for yourself.

And Brian, I thought it would be fun to go back and forth and we’ll each name 1 tool plus a quick description. We can even make this a regular segment on our show!

Brian: Love it. Alright I’ll go first!

My first tool is called Handlescout.

Handlescout regularly checks Twitter username availability and notifies you by email when a desired handle becomes available.

Hailley: That sounds awesome. Alright mine is the new Grammarly Keyboard

With Grammarly Keyboard, you can add a native keyboard to your smartphone that helps you check spelling and grammar while you’re on the go.

Brian: Such a good one. I’m going to check that out right after this.

Alright my next one is called SparkScore a new tool from Rand Fishkin’s new company.

SparkScore determines the influence of a Twitter account using a broad range of metrics, like the average engagement with each tweet.

Hailley: So good. What’s your score, Brian, do you know?

Brian: 19.

Hailley: That was quick.

Brian: I just ran it as you were saying your last tool! What’s your score Hailley?

Hailley: 24. I tried it yesterday. Alright, all of our listeners, go check your score now and see if you can beat me or Brian!

My last tool is Let’s Enhance.

Let’s Enhance is a free online tool that scales images up to 4x without visibly degrading the image quality. Which I’ve definitely experienced before!

Brian: Nice – love it!

Thank you for tuning in to the Science of Social Media today. The show notes for this episode are available in either iTunes, Soundcloud, or wherever you get your podcasts. We’ll include links to all of the resources we covered into today’s show.

If you ever want to get in touch with me or Hailley, we’re always here for your on social media using the hashtag #bufferpodcast. You can also say hi to us anytime and [email protected]

Hailley: As always, thank you so much for your iTunes reviews! It’s so awesome to read through all your kind comments there – and we actually do read through all of them so thank you.

Don’t miss next week’s episode where we talk about old school social media tactics that still work!

Until next Monday, everyone!

How to say hello to us

We would all love to say hello to you on social media – especially Twitter!

Hailley on Twitter and Hailley’s Website
Brian on Twitter and Brian’s Website

Thanks for listening! Feel free to connect with our team at Buffer on TwitterBuffer on Facebook, our Podcast homepage, or with the hashtag #bufferpodcast.

Enjoy the show? It’d mean the world to us if you’d be up for giving us a rating and review on iTunes!

About The Science of Social Media podcast

The Science of Social Media is your weekly sandbox for social media stories, insights, experimentation, and inspiration. Every Monday (and sometimes more) we share the most cutting-edge social media marketing strategies from brands and influencers in every industry. If you’re a social media team of one, business owner, marketer, or someone simply interested in social media marketing, you’re sure to find something useful in each and every episode.  It’s our hope that you’ll join our 16,000+ weekly iTunes listeners and rock your social media channels as a result!

The Science of Social Media is proudly made by the Buffer team. Feel free to get in touch with us for any thoughts, ideas, or feedback.

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