Category Archives: Internet

10 Important Marketing Podcasts for Professionals

Marketers are always looking to get ahead, and that means keeping eyes and ears open for the latest tips and hacks to achieve better marketing results.

Some people learn best when they are listening to a speaker – particularly because it takes less effort and concentration to absorb the information delivered. Reading takes more effort because the eyes need to focus on the letters and words, phrases and sentences, and then the brain must convert this information into something meaningful.

Listening feels more direct and easy, which is why podcasts are so brilliant. They play on almost any device. You can listen to them anywhere – you can be learning while you wash up, ride your bike, go for a walk, a drive in the car, or work out in the gym. The choice is yours. And when the right speaker is waxing lyrical with the right narrative, complex ideas can be rendered accessible over the course of 30 minutes or less. Great stuff.

So, just for today, forget about videos, blogs, infographics and all that jazz. Take a listen to these 10 exemplary podcasts for marketers instead!

 

1. Looking for inspiration? – Louder Than Words

 

Louder Than Words marketing podcast

 

 

Marketing is not just about defining and measuring metrics. Part of it is an art that needs a creative mind. If you are looking for some creative inspiration, check out John Bonini’s weekly “Louder Than Words” podcast.

Whether you are a writer, designer, or other kind of creative leader, Bonini’s talks will help you unlock all that creative potential within you. Sit down, grab a latte and listen as he interviews a range of interesting and well-known creative people, gently coaxing them to share the secrets of their success.

 

2. Catch the latest media trends – HBR IdeaCast

 

marketing podcast - HBR IdeaCast

 

When it comes to business, there aren’t many platforms with the same kind of reputation and credibility as Harvard Business Review (HBR). For those of you who are hungry for the latest business and media trends, take a listen to HBR IdeaCast.

You will learn about a lot more than marketing as host Sarah Green Carmichael puts the most important questions to CEOs, Project Managers, Professors, Startup founders and others who we can all gain valuable insight from.

 

3. Win the battle for online attention – Content Warfare Podcast

 

Content warfare marketing podcast

 

Content marketing is one of the most powerful digital marketing tools of the day. Marketers wanting to sharpen their abilities can learn a lot from renowned experts such as Mark Schaefer and Jay Baer. That’s why Ryan Hanley’s Content Warfare Podcast is so valuable.

As a well-respected content marketing expert himself, Hanley understands how to get the most juice from interviewing the experts. His podcasts are published every other week, and focus on helping marketers find their ideal audience and grab their attention with captivating stories. A great resource for content marketers looking to learn how to reach and retain a loyal audience.

 

4. Tips on brands, marketing and content marketing – Copyblogger FM

 

Copyblogger content marketing podcast

Copyblogger FM comes to you from the well-known team behind Copyblogger, and is hosted by chief digital content officer Sonia Simone.

This podcast offers well-rounded help to anybody involved in content marketing by offering helpful marketing recommendations within the wider context of the latest marketing news.

For those who want an even bigger picture, Copyblogger FM is just one channel among many in the Rainmaker.fm network, which covers all aspects of marketing and writing.

 

5. Excellent insights for startups – Traction

 

Traction marketing podcast

 

Traction publishes a podcast every two weeks and is presented as “a show about all the creative, clever, unusual, and downright brilliant ways entrepreneurs scrap their way to early results.”

The podcasts feature interviews with founders, startup executives, media members and investors to give crucial insights into starting up from scratch.

The show is hosted by Jay Acunzo from NextView Ventures and the reason his podcasts are so good is because he brings out details that are not covered by the media generally.

 

6. How to best leverage your social networks – Social Media Marketing Happy Hour

 

Social media marketing happy hour marketing podcast

 

Social Media Marketing Happy Hour  is hosted by Dawn Marrs Ortiz and Traci Reuter. It is aimed at network marketers, small business owners and entrepreneurs generally. It promises to take the pain out of generating leads, recruiting, selling products and building lists by making best use of Facebook, Twitter and the other well-known social media marketing sites.

Listeners are treated to a 15-minute podcast 5 days a week and these are rich with the kinds of tips and insights that entrepreneurs are hungry for. The beauty of Social Media Marketing Happy Hour is that while it packs a big punch in delivering useful information, it does so with lashings of personality and humor.

 

7. More than marketing – On the Media

 

On the Media marketing podcast

 

On the Media has been one of NPR’s fastest growing programs ever since it started in 2001. It is heard on more than 300 public radio stations.

As part of the wider offering of WNYC, On the Media is “your guide to how the media sausage is made”, and shines a light on all aspects of the media.

This podcast definitely doesn’t spoon-feed marketing ideas, but should definitely be considered a useful part of the mix of useful listening for marketers.

8. For the latest marketing news – Marketing Over Coffee

 

Marketing over coffee marketing podcast

 

Hosted by John Wall and Christopher Penn, this weekly discussion podcast covers all the latest news from the world of marketing. At just under half an hour per episode, Marketing Over Coffee fits in perfectly with the typical morning commute or sitting comfortably “over coffee.”

 

9. Improve your conversion rates – Call to Action

 

Call to Action Marketing Podcast

 

As the name suggests, Call to Action is there to help marketers who are looking to increase productivity and conversion rates. It focuses on discussion around user experience and what leads to a sale or other desirable action.

If you want to “convert like crazy while delighting your audience at every stage of their journey”, you can listen to Call to Action every Wednesday. Hear what the most successful marketing directors, managers and thought leaders are saying, as well as thoughts from campaign strategists, copywriters, data analysts and conversion-centered designers about “the art and science” of engagement and conversion.

 

10. Learn from the best in 30 minutes – Growth Byte

 

Growth Byte marketing podcast

 

Growth Byte is hosted by Growth Hacker TV and is aimed at advanced growth hackers with tips and tricks to make them even better. Growth Byte wants to “find the best startup growth content online and summarize it for you in 2-3 minute audio ‘bytes’.”

The visual presentation of the podcasts is easy on the eye, making it simple to quickly home in on what you’re looking for. Real gems on offer here for those looking to take their growth hacking to the next level.

 

Have we missed your favorite?

Those are our top 10 marketing podcasts – but have you got a favorite we’ve missed off the list? Tell us about it in the comments below!

 

10 great marketing podcasts for professionals

The post 10 Important Marketing Podcasts for Professionals appeared first on GetResponse Blog – Online Marketing Tips.

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Announcing 4 Great Events in October: ResponseCon2017

Americans, keep your eyes peeled in October, as GetResponse is hitting the road and coming to you! More accurately, ResponseCon2017 is coming to America!

Starting on October 19, in Boston, Massachusetts, learn about integrated online marketing for small and medium sized businesses.

Learn from speakers such as:

… as well as keynote speeches from our CEO, CMO, the Head of GetResponse US (have we mentioned we’re opening an office in Boston?), and other staff members.

Additionally, you’ll have opportunities to learn more about online marketing at our round table sessions. You’ll be able to increase your income by joining our partner programs – for affiliates, for agencies, and for online marketers.

If you attend one of our events, you’ll also #GetInspired by our case studies, who have used GetResponse for their success – and will be happy to show you just how they did it.

And, of course, there will be plenty of time to network and connect with marketing peers, industry influencers, and GetResponse customers.

Come see us in one of the four US cities we’ll be visiting on our EPIC road trip across America:

Registration opens soon. Sign up for updates, and keep watching this space for new information.

We can’t wait to see you there!

 

The post Announcing 4 Great Events in October: ResponseCon2017 appeared first on GetResponse Blog – Online Marketing Tips.

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How to Modify Facebook Open Graph Properties of Your Landing Pages

Facebook is one of the biggest source of news on the internet. This makes Facebook even more responsible for what is being shared on the platform. Recently, the social media giant has been working on putting up measures against fake news shared on the site.

On 18 July, Facebook removed the ability to edit the text shown in a preview of a link shared onto the platform. This means you can no longer use a customized image, text, or headline when you share a link to your landing page on Facebook.

Here’s what Matthew Robertson from Facebook says in his blog post on Facebook’s developers blog:

 

“By removing the ability to customize link metadata (i.e. headline, description, image) from all link sharing entry points on Facebook, we are eliminating a channel that has been abused to post false news.”

 

But Facebook is also working on a solution to support publishers that use this functionality quite often.

“Today we’re also releasing a solution to support publishers who rely on overwriting link preview metadata to customize how their content appears to audiences on Facebook. We’re introducing a tab in Page Publishing Tools for publishers to indicate link ownership and continue editing how their own links appear on Facebook. For more information please visit our Help Center.”

However, this tool will be available only to publishers in the fields of news, sports, and entertainment. Facebook product team justifies this decision by saying that they found out that many of these Page types modify links to their own articles.

 

How will this affect GetResponse landing pages?

If you have a Facebook page and your business is not operating in the field of media, you won’t have the Link Ownership tab, which could let you edit your links.

In such a case, you need to be sure that the landing page you share on Facebook has all the required Open Graph properties. The Open Graph properties are generated automatically once you fill in the details of your landing page inside the landing page settings.

Here’s how to do it step-by-step:

 

1. Make sure you fill in the page title and description fields, and upload a Facebook share image.

You can find all of these inside the landing page creator. Simply click on the gear icon. The proper size for a Facebook share image is 1200 x 630.

 

how to edit open graph settings in GetResponse Landing pages

 

2. Publish your page and go to your Facebook page to share the URL.

 

preview your landing page on Facebook

 

3. Publish your post.

 

your landing page published on Facebook

 

If you would like to make any changes on the image, description or the title, just go back to the settings inside the landing page creator.

If you’d like to learn more about this change, have a look at what Facebook has to say here, here and here.

Also, Facebook created a link debugger that allows you to see a preview of how your links would look like. This may also come handy.

 

Back to you

Were you modifying your links often before sharing them on Facebook? Do you think this would affect small businesses and the way they reach their audience?

Let us know in the comments.

 

use facebook open graph settings to make sure Facebook displays your landing page properly

The post How to Modify Facebook Open Graph Properties of Your Landing Pages appeared first on GetResponse Blog – Online Marketing Tips.

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How to Successfully Create a Mobile App Retargeting Strategy

You might think that the goal of creating an app is to get people to download it. But that’s only one part of successful app development. If you want your app to stay popular and profitable, then you’ll have to make sure people keep using it.

Maybe that sounds strange to you. After all, people have already downloaded your app. Why wouldn’t they use it? Hang on a second, though—did you know that 1 in every 5 mobile apps are abandoned after a single use? If your app has a large up-front price tag, that might not be much of a problem. However, if you rely on in-app purchases or advertising to provide revenue through your app, the above statistic should definitely concern you.

Don’t panic yet, though—there’s a way for you to escape from the zone of app abandonment. Using a few clever marketing tactics, you can convince people who’d forgotten all about your app to pick up their devices and start using it again. This strategy is called mobile app retargeting, and it’s essential for app developers who want to ensure that their apps don’t get ignored after they’ve been downloaded.

Here are some tips for creating a successful mobile app retargeting strategy:

 

Remind inactive users your app exists

Just because a user didn’t use your app again doesn’t necessarily mean they hated it. The opportunity to use it just might not have come along before something else got their attention. The user who leaves your app behind once isn’t necessarily gone for good. In fact, all you need to do in most cases to bring them back is remind them that your app is still there. You can do this by using ads.

Ads that target inactive users can get up to 2 x ROI, making them an effective use of your advertising dollars. Isolate specific segments of your user base so that you can create ads designed to draw them back in, whether they’ve only used your app once or have stopped after weeks of continued use.

 

Get more mileage from your active users

Even the people who still use your app can be lucrative retargeting prospects. Use push notifications judiciously and you can promote in-app purchases or upgrades that will keep them coming back more frequently. Alternately (or additionally), you can collect email addresses from downloaders when they use your app for the first time, then reach them that way. If you’ve developed another app, you can also use this strategy to cross-promote. People who love your first app may be the ideal market for your second.

Bearing the above in mind, it’s important to make sure you develop your app to support retargeting strategies. Use a high-quality SDK (software development kit) to make sure your app can send notifications, display ads and create new apps that your existing customers will love.

Follow the tips listed above and you’ll see a much higher rate of app usage amongst your customers. App abandonment doesn’t have to be the end of your journey—in fact, with smart retargeting, it may only be the beginning.

create a successful mobile app retargeting strategy

The post How to Successfully Create a Mobile App Retargeting Strategy appeared first on GetResponse Blog – Online Marketing Tips.

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4 Ways to Use Email Campaigns Outside of Marketing

A 2015 MarketingSherpa study shows that consumers prefer to engage with companies via email rather than other channels like social or phone. If you’re not sending emails to your customers, you’re missing out on a big opportunity (and we should probably have an entirely different conversation), but if you only send promotional emails, you’re underutilizing a valuable channel for communication.

The average marketing campaign focuses on publicizing offers and new products to get customers to make an initial purchase. In this article, we’ll look at four email campaigns that go deeper. These non-marketing campaigns are mostly designed to build better relationships with existing customers.

 

1. Customer onboarding

An onboarding email campaign is more complex than just confirming a new account. Those first emails should set the tone of interactions with users, provide educational value, and encourage people to become active users (a major step on the way to recurring income). All of these emails should be short and sweet introductions, rather than deep dives. You can follow up later with those who respond.

To start this campaign:

  • Connect your email marketing tool with your CRM platform so you can pull lists of new customers.
  • Decide what tone your team should take with new users.
  • Determine the major steps the ideal customer takes to fully engage with your brand/product, and build an email for each of those.
  • Test and iterate by watching your engagement and making changes as needed.

 

2. Continued education

Educational emails add value throughout the customer relationship and position your company as a credible authority. They also have the added perk of actually helping the customer understand more about their business, current trends, and pitfalls to avoid.

To start this campaign:

  • Look into your current customer-facing content (blog posts and articles, guides, webinars) and determine the most-read content. Start by sharing that first.
  • Adjust your strategy based on engagement metrics. This includes cutting back on content that doesn’t engage and building new content that gets more of clicks and shares.
  • Don’t get spammy with this strategy. Think of this as a newsletter, where sending more than a couple times per month is too much.

 

3. Deeper engagement

Deepening customer engagement is a great way to use your internal resources to get help writing content. If your customer support team knows of a particular problem that most users encounter, you might save them hours by covering that topic in a blog post or video that you share via email campaign.

Engagement campaigns also work to spotlight existing tools and deepen current customer understanding of your product.

To start this campaign:

  • Refer to your customer support and tech teams to learn where customer pain points are. When customers have been with you a few months, what feature or function should they learn next?
  • Research feature usage and customer behavior on your site. Are there whole sections customers miss entirely?

These emails can build a sometimes-user into a power-user, giving them insight and specific support for tools or products they might otherwise overlook.

 

4. Reduce churn

Churn reduction starts long before the customer considers other providers. If you have a churn problem, you had an engagement problem, first, and that requires some research. Determine your average amount of idle time before people cancel, and build a “we miss you” campaign that attempts to reconnect with these customers.

Anti-churn campaigns remind customers to engage with your product or brand. If you plan correctly, you may be able to reignite conversation and solve customers’ problems before they metastasize. Sure, you’ll have some people who realize they’re still paying for your product/service and decide to cancel, but if you wait longer, you may have to issue these customers some sort of refund anyway.

To start this campaign:

  • Ask a question: When you ask for feedback, you get people thinking about your product. You can measure engagement through their responses.
  • Think about running this campaign at a small, personalized level first, and make sure your support team can handle all the responses before you open it up.

Again, it’s important to use the feedback you receive from email campaigns — either directly from your customers or in the form of engagement data — to define your suture email campaign and customer-focused strategies. By paying close attention to how customers interact with your outreach, you’ll better understand your target market and how you can better serve customers from the start of their journey.

use email campaigns outside of marketing

 

The post 4 Ways to Use Email Campaigns Outside of Marketing appeared first on GetResponse Blog – Online Marketing Tips.

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Internet of Things: Tips About Your Next Marketing Plans

The Internet of Things (IoT) is the inevitable technology that has already integrated with our lives very quickly. It offers everything you need in a more secure world. This technology has made sure that the world connects even better than before.

As every new technology sets up new standards and challenges for everyone. A huge challenge also comes for marketers, who introduce the technology to people and stay updated while keeping everyone in loop. As the IoT is raising the bar, marketers also need to focus on the strategies that completely justify the technology.

When it comes to the IoT, the most important thing is connectivity and precision. Connectivity means that everything is connected to cloud and precision refers to the exact technology. Every marketing strategy should be designed around these basic points.

But that’s not just it, there are a lot of things that should be considered when it comes to marketing plans regarding IoT.

 

Follow the tips below for effective marketing plans of IoT:

Accuracy is important

The marketing regarding IoT must be accurate and precise, you need to be specific about the problem that is going to be solved via IoT solution.

For a facial recognition system, which enhances the security of your personal spaces, you need to be focused about the security needs it would fulfil, focus on user experience and convenience, as marketing is the only strategy to convince customers and sell the product to the potential audience. Marketers need to be specific to build relationships with customers about the benefits of the product and understand the reasons which drive people to buy and then focus on those specifications.

 

Make use of data

There is no need to predict what might work better. Now you have tracked customer behavior. There is technology and more tools than ever to track behavior, keep a record, and use it for your advantage.

This data is specifically beneficial for marketers because they can use it to get the right product to right people. It can help marketers design better campaigns that speak directly to customers. Such data is usually easily interpretable but there are data scientists that can help you take out specific data and use it for more focused marketing campaigns.

 

Don’t get in to exploitation though

You must always be considerate about what data you track and how you use it. Everyone keeps records of data, and uses it for their benefit. But this is a sensitive issue and any wrong move can be the end of your product. You must be careful as to not seem very intrusive in front of your customers.

 

Target at the right time

Nobody considers this when it is vitally important. You should have excellent timing for targeting your market. Of course, your unique selling point matters, but your ability to solve that problem exactly when it’s needed is what will help you take over the rest.

As an example, what if your washing machine is smart enough to order a detergent when it is about to run out? Not just order it, but order the one you use and that too in the best quality and original price. You can trust your washing machine for this chore, right? Somebody asked you to make this change? No, it’s just what you are capable of and when you offer it. Focus on such points when it comes to marketing.

 

Customers are supreme so should be customer service

Customers are all you need when it comes to the IoT. You reach out to customers and offer them constant support. That’s what you need to keep those customers. Bringing customers in with a great pitch and huge marketing budget might not be that difficult, but keeping them is surely a challenge.

Customer service was a lot more challenging before the IoT. Less resources, more queries and, so on. Some customers would be dissatisfied with services and why not, you cannot ensure constant quality with human resource. You also cannot respond to your customers in real time. But, the IoT has revolutionized the way customer service works as we get the chance to get immediate data from the smart devices. This data can be used to make the development improvements and thus customer services can be make more efficient.

 

Final words

IoT has brought the challenge for marketers but when you are offering more ease and enhanced products, who wouldn’t get on-board? You just need the right marketing strategy and you are golden.

 

tips for marketing the internet of things

The post Internet of Things: Tips About Your Next Marketing Plans appeared first on GetResponse Blog – Online Marketing Tips.

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Marketing Persona vs UX Persona

As a marketer making a transition into user experience (UX), I had observed many interesting overlaps between the two disciplines as well as some divisive differences. While marketers and UX designers share a few tools in their toolboxes, clarifying the differences in their approaches can help resolve conflicts and reduce redundancies. After all, marketers and UX designers work towards the same goals for organizational success.

In this article, I attempt to walk you through how marketing and UX personas are used through a real-world example, so we can see the similarities and differences in detail.

 

Marketing persona

During my agency days working on campaigns with big consumer brands, I have seen many marketing personas coming together from market research.

A marketing persona, or buyer persona, is a way to segment target market by common characteristics. It is used to guide media campaigns to target the right audience with the appropriate messaging.

Buyer personas usually comes from market research. Through a combination of market research surveys and focus groups, market research for personas typically include the following information:

 

  • Demographic characteristics: such as age, gender, location, occupation , income, household information
  • Psychographic characteristics, such as values, preferences, attitudes, and brand affiliations
  • Media consumption habits: which media brands do they consume the most, how frequent do they consume media on what platform
  • Goals & challenges: your potential buyers’ goals related to your product/service, and their struggles with the current solution

How is a marketing persona used?

Demographic information turns a rough sketch into a real portrait. It helps to align organizational vision of the target market by giving target buyers a name, age, job title, etc. It also helps to segment primary, secondary and tertiary customer cohorts to further define marketing goals. In this way, your organizational resources will not be wasted on irrelevant groups.

Take Visme, an infographic and presentation software where I worked on customer segmentation for example. Through market research, we discovered that our primary target users are content producers working for non-for-profits who use engaging visuals for awareness and engagement.

The most important detail  here for a goal-oriented tool like Visme is target buyer’s role and organization type. Role and work-related goals help us investigate our target users’ pains and frustrations, so we can speak to potential customers in a way that deeply resonates with them. For the purpose of demonstration, let’s call our target persona “Amy”,  who is in her mid 30s working as a communications manager for local non-government-organization (NGO) that employs less than 20 people.

Once we’ve got the demographic information, you will want to get into your target buyers’ head with psychographic characteristics. This is when we get to know our target buyer – Amy – as a real person with distinct preferences and attitudes. What are Amy’s motivations to work as a communications manager? What does she want to achieve at her role? What is success to her?

Through customer interviews, we find out that Amy is passionate about her work because of she strongly support the philanthropic vision of her organization. Through her work, Amy feels that she is doing good for the society. Her main goal as a communication manager is to raise maximum awareness among the public and stakeholders. When she does it well, her organization receives public recognition and donors support, which is critical for sustaining organizational growth.

Goals are important to understand, and so are frustrations. Pain points are what connects your product vision with your customer needs. Through interviews, we found out that Amy struggles to communicate complex ideas across to the general public in a simple, engaging way. Since her NGO is tight on marketing budget, she doesn’t have the means to hire an agency for creative content . Furthermore, Amy is so swamped with daily tasks that she doesn’t have the time to learn coding to build interactive presentations or learn graphic design to deliver amazing infographics.

Now we have a very detailed portrait of Amy as a potential buyer of Visme as below. All the information here serves a guide on how to communicate with Amy with deep understanding. This is an important first step towards achieving the “fit” where your product offering matches the need gap of your target customers. With the right messaging, your product can address concerns and overcome objections from your target buyers.

 

example of a marketing persona

Marketing Persona for Visme based on user interview. Image created by Lucia Wang

 

But how do we get the message to Amy? This is where media consumption habits come in handy. Through research on how Amy consumes information on what platforms, we can identify the right channels to get Amy’s attention. Since Amy frequently uses Google to search how to guides and articles, we identified content marketing as a main acquisition channels. Since Amy is also active on LinkedIn groups and design forums, we will raise product awareness through those channels too.

In short, a marketing or buyer persona is created to:

  • Define marketing goals internally
  • Segment target markets
  • Craft value proposition messaging
  • Achieve new customer buy-in

However as you can see from the output here, a marketing or buyer persona does NOT help:

  • Define what the product should be
  • What product features to include/prioritize
  • How the product will be used over time

 

UX Persona 

If marketing persona is focused on the WHO, a UX persona is more about the HOW. A UX persona, or design persona, can include all the information in buyer persona, but with additional emphasis on the task-oriented user behavior. What a UX persona wants to uncover is all the steps a target user will take to go from point A to point B. This method of research will generate additional output such as:

  • Task Analysis: a step-by-step account of exactly how the user accomplishes a task
  • Affinity Diagrams: an analytical tool to group similar information and reveal patterns
  • Empathy Map: all kinds of sensory input a user will receive to affect his/her behaviour
  • Storyboard: a cohesive narrative that describes the problem in visual format

A buyer persona paints customer segments in somewhat broad brushstrokes – it gives us a bird’s eye view of target buyers as cohorts . A UX persona, however, zooms in on the micro-moments of scenarios where one particular user tries to accomplish a certain goal. Built on real research, UX personas oftentimes include real quotes from target users, and presents the finding as “a day in the life of XX” scenario.

 

user experience UX goals example

An example of UX persona detailing user goals and close look at a day in his life. Image source: Smashingmagazine.com

 

Many UX experts have described UX persona in detail such as in Kim Goodwin’s seminal book “Designing for the Digital Age”. The common consensus on the UX persona is that it is a tool to frame a design problem so that it leads to defining a product solution.

 

How is a UX Persona Used?

When working with clients or large organizations, UX Personas become the go-to internal reference every time the team discuss product vision. Clients and product owners often forget that he/she is not the user. UX persona gives everyone on the product team an objective, realistic look at what the problem really is.

“You are not your user” sounds intuitive enough but is usually forgotten during the design/development process. Image source.

Alan Cooper, pioneer of user-centric software design, recounts how he uses personas as a foundation for all product designs:

“We print out copies of the cast of characters and distribute it at every meeting… Until the user is precisely defined, the programmer can always imagine that he is the user.”

Using persona as the foundation, the design team can then start using persona in all areas of design. A few ways to use personas in design include:

  • Generate product requirements document. Product Requirements Document (PRD) would be the single most important document for not just design team but marketing and engineering as well. PRD describes product purpose, define functionalities, prioritizes features and set a rough release date for each feature. An example of PRD by ProductHunt can be viewed here. Using Persona to guide PRD makes sure that the product remains true to its purpose.
  • Create Information architecture. Persona can be used to understand the mental model of your users, and create the site architecture according to how your user classify information and navigate content.
  • Develop Style guide: Person will tell you a lot about what colors to will appeal to your target users, what fonts will be the most eligible to them, what kind of imagery will win over their hearts. Persona helps to make sure the branding and style appeals to your target users.
  • Create content strategy: When I talk about content, it’s not limited to marketing content – product copies, instructional texts, help guides, e-newsletter etc. When feeling undecided about what voice and tone to use for content, consult with your Persona. Persona can also tell you what type of content your users will need.  A great example for using Persona in content is Atlassian’s content styleguide.

In short, UX or Design Persona is created to:

  • Define what the product is
  • Frame realistic use cases
  • Define how the interface behaves
  • Refine product look & feel

But UX Persona cannot help with things such as:

  • Develop user acquisition strategies
  • Form external communication guidelines
  • Create advertising assets

 

Conclusion

Despite the differences, let’s not forget that both marketing persona and UX persona ultimately aim at the same thing: user growth, sustained engagement, long term ROI.

In this age of vertical specialization, even small teams tend to work in silos. It’s a real shame for growth because there is so much marketing and UX can learn from each other. Cross-team understanding is the first step towards removing unnecessary friction and wasted energy.

I personally believe real growth comes from a holistic approach that integrates both marketing and UX into one seamless experience. The consumer journey starts from the moment when a consumer realizes his/her problem, and it doesn’t end at buying the product.

Hopefully, this article will help clarify some common misconceptions so that marketing, design and engineering team can pull their strengths together towards long-term growth.

The post Marketing Persona vs UX Persona appeared first on GetResponse Blog – Online Marketing Tips.

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Inbound Marketing Strategies to Power up your WordPress Business

Leveraging the different techniques of digital marketing can bring success to your web business. No matter how big or small your site is, adopting the best marketing practices can lead you towards quality leads and improved sales.

While content marketing, email marketing, and social media marketing rule the entire digital landscape, inbound marketing is gaining a lot of popularity among those who want a subtle and effective way to promote and sell their products and services to the targeted web audience. If done properly, you will be able to generate high leads and maximum revenues for your WordPress business/website.

 

What is inbound marketing?

  • This particular marketing technique offers a complete methodology to let businesses optimize their marketing strategies to encourage more people to buy their products and services.
  • It renders systematic approach.
  • Inbound campaigns focus on giving value to the potential web customers.

 

How does it work?

  • Inbound marketing uses engaging and high-quality content such as blog posts, articles, and e-books to promote brands and build trust with targeted web audiences.
  • It aims at providing valuable information, useful tips and another form of content to enhance the brand awareness among online buyers and encourage them to buy your products and services.
  • It collects data of the buyer’s journey, creates a robust marketing strategy, and promote content at that point of time when they are looking for your products and services.

 

Results-driven inbound marketing strategies for your WordPress site

 

1. Create valuable content 

  • Create inspiring, informational, and unique content for a successful inbound marketing.
  • Make sure your content is targeted to your potential web customers.
  • It should give some valuable information related to your products/services.
  • Add value to their specific interests.

 

2. Engage in effective email marketing

  • Build strong email list by adding option forms, contact forms and sign-in forms using best WordPress plugins.
  • Create and send professional looking newsletters and emails directly to your subscribers.
  • Write click-worthy subject lines to entice subscribers to open your email.
  • Send emails at the best time for your subscribers (use a feature like Perfect Timing).

 

3. Use images and videos

  • Add images to attract more web visitors towards your site.
  • Create engaging and relevant images, infographics, videos, and slideshows to let your brand stand out from the crowd.
  • Promote them on web channels and social media websites.

 

4. Leverage calls-to-action (CTAs) 

  • Create compelling and visible CTAs to tell web visitors what to do next.
  • Add it to your newsletters, and direct emails.

 

5. Track the performance of your marketing campaigns

  • Gather data and analyze it to know the overall performance of your inbound marketing strategies.
  • A Complete insight into your existing campaigns – how many contacts converted into customers, etc.
  • Integrate Google Analytics.

 

6. Split test

  • After gathering the results from analytics, test multiple variations of your campaigns,
  • Perform A/B split testing on content, emails, subject lines, CTAs, the color of buttons and so on.
  • Test until you get the right combination of marketing solution for your WordPress site.

 

Conclusion

These are the six powerful inbound marketing strategies that will help you promote your WordPress across multiple web channels, social media platforms and targeted web customers effectively and efficiently.

inbound marketing strategies

The post Inbound Marketing Strategies to Power up your WordPress Business appeared first on GetResponse Blog – Online Marketing Tips.

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How Sales Can Use Marketing Automation to Drive Revenue

Sales teams are understandably a little cautious when it comes to marketing automation. We don’t want to annoy our customers with too much communication – nor do we want risk losing valuable leads by sending out generic interactions with no inherent worth. However, at the same time, we don’t want to let any potential prospects slip through the net.

So, let’s take a look at how sales teams can employ marketing automation effectively on a day-to-day basis, not just to reduce their workload and increase their efficiency, but to generate a demonstrable advantage for the businesses they operate in.

 

Have faith in marketing automation

Statistics released by Forester Research found that 78% of sales teams described marketing automation platforms as their key revenue drivers. These powerful pieces of marketing automation software are critical to success in modern business, so don’t lose hope or patience if your efforts don’t pay off immediately.

Instead, stick with it. Keep it at the forefront of your revenue boosting sales initiatives and reap the rewards over time.

 

Let buyer profiles do the work for you

I am a major advocate of buyer profiles because they force us to think more about our customers’ problems than the solutions we are trying to sell.

Buyer profiles require us to take the data we have acquired on our customers and use that insight to build a picture of your customers – what do they like, what do they dislike, what do they want to achieve from your interactions?

Once you’ve crafted a buyer profile, you can simply feed the data into your automation platform and let the automated processes do the work for you.

Figures published on Adobe’s CMO blog show that adverts and sales interactions targeted to specific users are 200% more effective than those which are not targeted. Hone your buyer profiles, understand your prospects, and let automation take care of the rest.

 

Don’t ever let the trail run cold

Sales success is all about tenacity; all about trying new approaches in an effort to achieve a conversion. Marketing automation lends itself to this culture of perseverance and positivity as it eliminates the need to manually follow up lead after lead.

This is, ultimately, a somewhat soul-destroying task for a sales operative. Not so much for a marketing automation platform. I recommend automated nurturing and scheduling regular follow-up interactions at 1, 2 and 3 month intervals.

These can be simply and effectively automated, and can ensure that your organization does not miss out on all important revenue from prospects who could have been converted but ended up slipping through the net.

 

Waste nothing

Why did you turn to marketing automation in the first place? Possibly it was to save time, to reduce effort, and to free up some serious working hours which could be spent focusing on other aspects of your business.

With this in mind, sales teams who utilize marketing automation platforms must be tuned in to the possibility of waste. And, they must do their utmost to reduce waste wherever possible. Even if you are driving conversions, sales and long term revenue through automation, you may be diminishing this value if you do not work to prevent waste.

Audit your procedures. Is there an aspect of your sales endeavors which is not pulling its weight, or is somehow inefficient? Perform a tune up and make sure you are securing conversions without wasting any time, effort or – heaven forbid – money in the process.

 

Know what to automate

We can’t automate everything. If we could, running a business would amount to little more than waking up in the morning, pressing a button and then going back to sleep – and we could probably find a way to automate even this.

Instead, positive sales automation requires a balance of organic, human interaction and efficient automatic processes.

Still, there are many tasks which sales teams could be automating – and using to drive revenue – but instead are being handled manually. These include collating and aggregating data from disparate reports (most high quality automation platforms will be able to handle this function), or assigning leads and prospects to different reps. You are paying for your marketing automation system, so make sure you are using it effectively.

 

The template balance

We’ve discussed how effective automation requires a balanced approach. Leads respond better to communication which is seen to be organic and natural. They tend to be put off by interaction with bots or other automated processes.

If you’re automation system is firing off generic “dear sir/madam” emails to your prospects, you probably aren’t going to be achieving too many conversions. The solution to this is remarkably straightforward; simply draft templates for as many consumer interactions as you can, and then load these onto your system.

Consider all of the interactions you need to make on a regular basis – follow up emails, thank you emails, promotional offer emails – and aim to cover all the bases.

Whenever you deploy these emails within your sales framework, add an element of customization. This represents a tiny amount of extra work for your sales or content team, but this bit of effort will go a long way in achieving the sales targets you set for yourself.

 

Score your prospects

Some leads are more valuable to your business than others. Unfortunately – unless you are using a super-advance AI prototype platform developed by NASA – your marketing automation software cannot recognize this by itself.

So, what do you do? You ‘teach’ the system. You input parameters and metrics which help the system understand which prospects are going to generate the most value over the full lifecycle. A ranking system can help you to achieve this. Understand your prospects, understand their objectives and understand which products or services they need to achieve these objectives. Then, assign scores appropriately.

Effective, considered automation is more than just a tool. When used and deployed correctly, it represents a shift in the culture of sales. Making life easier for you and your team is one thing, but, of course, your automated endeavors need to generate significant revenue for your organization if they are to be considered successful. Follow these best practices, and make sure this is the case.

The post How Sales Can Use Marketing Automation to Drive Revenue appeared first on GetResponse Blog – Online Marketing Tips.

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Emojify Your Email Marketing

Originating in Japanese mobiles in 1990s and finally Apple joining the craze around 2007.

Whether you’d like to admit it or not we have been lured into the world of emoji so much so that it spilled from phones into merchandise, movies (that’s right, coming to a movie theatre near you this summer), and finally, marketing.

If being trendy is not a convincing argument for you, how about Experian’s research which states that 56% of the analyzed brands showed an increase in their unique opens. I believe in the power of trends, stats, and visual content – and this article is devoted to stimulating your email marketing genius with inspiration for the most important emails we send:

  • Product Offer
  • Special Offer
  • Holiday Sales

But there’s also a bonus for those that think outside the box and use emoji for branding, making their emails easily associated with their company (We see you Death To Stock Photos 😉).

 

Product Promotion

According to research it is 40 times more likely that you will acquire a customer through email than through social media, that’s a stat that all email marketers wait for. At the same time, there are millions and billions of emails trickling through the Internet each day, your potential customer may not get thousands of emails a day but he might be hitting dozens – making your offer fight for their attention. Although there is a discussion about tone of voice and what you can and cannot do (scroll down for more on this subject), let’s assume that your target audience is open to being enticed.

Starting with bloggers, writers, or anyone who offers content that can be purchased or simply downloaded for free – entice the simple way:

 

johnathan dane uses emoji in email subject lines

johnathan dane uses emoji in email subject lines

 

All you are letting people know is that you have another content piece out and fresh for grabs. Instead of getting lost between blog updates, news articles, and various offers you will be noticed thanks to your creativity!

Got a new product coming out? Maybe there’s an upgraded version? Take a look at what Photojojo did:

photojojo uses emoji in their email marketing

 

There’s your regular tell it like it is subject line and your sneaky “click me to actually find out more” subject line. Whichever approach you choose – you put yourself in front of the line.

What’s more, you can take a simple product and turn it into an email just by adding content to it. Do you have socks to sell? Send a product email with a joke like Say It with A Sock:

 

Say it with a sock uses emoji to help tell jokes in their email marketing

 

Maybe you have an arts and crafts shop and you need to let people know about washi tape? Parabo gave some tips and hints as to how you can make the best of it and that turned into an excuse for a great email campaign:

 

parabo brightens their messages with emoji

 

As you can see, there is plenty of directions you can take your emoji – the key is to find your voice.

Special offer

From flash sales all the way to the Holiday season (which we will cover in the next section) there are numerous days in the year where you can step your email marketing up a notch.

My first go-to example is Olan Rogers Supply:

 

 

For those that followed Olan Rogers and then saw the Soda Parlor grow from the very beginning, understand the very specific humor that Olan and his company present – which is very well accented by the cheeky emoji that underlines his comedy and our liking of his friendly neighbor presence.

Let us go back to Klient Boost, another great example of how you can use emoji to boost your special sale, release, or “just because” offer:

 

Klientboost uses emoji to help sell in the subject line

 

Finally, let’s look at examples of companies that used special email campaigns to gain a customer.

Give out a freebie:

 

use emoji in your email campaigns to help boost sales

photojojo uses emoji in their email marketing

Photojojo promotes Parabo in their subject lines, with emoji

 

Send a reminder to those who haven’t bought or visited in a long time:

 

parabo uses emoji to help the reader understand their offers

 

Got a big business birthday or product update coming up? You can share those too!

 

Unsplash celebrates their 3rd anniversary with an emoji

celebrating birthdays with emoji in the subject line

 

unsplash celebrates five years with emoji in the subject line

 

Holiday sales

When the most wonderful time of the year strikes every marketer under the sun goes into campaign more. Black Friday? Yup. Cyber Monday? Check. Christmas, New Year’s, Valentine’s, and Fourth of July? Of course. Statistically speaking, email has an average ROI of $38 for each $1 spent which is why you need to get your email noticed as soon as it hits the inbox.

Let’s start with the most obvious season of all – the Holiday season. Here are some of my favorite holiday emoji subject lines:

 

holiday emoji used in holiday marketing

 

Italia went for the easiest choice when it comes to emoji, but it works! It has been over six months and that email is still in my inbox (mind you, I too keep a tight and monitored inbox).

 

Happy holidays from parabo press with emoji

You can’t always be sure whether your customer celebrates the Holidays and you don’t want to exclude anyone – Parabo Press did an excellent job at keeping their subject line simple yes still relevant to ‘tis the season.

 

emoji for last minute shoppers

 

I have to admit, I’m a last-minute Holiday shopper… It’s quite embarrassing, really, how many times I went shopping ON Christmas day, ON someone’s wedding day, ON a birthday. That’s why Say it with a Sock won me over with their email subject line – they get me, they know which emoji is alarming (get it?) enough to catch my attention. Kudos to them!

 

peak helps people unlock their potential... and use an emoji to do it

 

In case you don’t know what Peak is, it’s an excellent brain-training app. From memory to agility all the way to numbers, it helps you train your brain for the better. I loved that this Peak email became about more than just “get someone in your family from dumb to okayish”, it spoke about unlocking potential – which we all want! The added Christmas trees made it an email I remember and actually went back to.

Going back in time – Cyber Monday:

 

say it with a sock cyber monday campaign

 

Three ingredients of a good Cyber Monday deal – computer, money, the word DEAL. This email subject line captures all three things we need to see/read to make up our minds. It does not speak in code, it’s not cryptic, it’s a straightforward subject line that saves me time.

Halloween anyone?

 

celebrate halloween sales with emoji subject lines

 

Photojojo got in the spirit. It’s a memorable and mysterious subject line that’s bound to get more opens just from sheer curiosity.

4th of July – the happiest summer day!

 

olan celebrating july 4th with emoji in the subject line

 

This one needs a bit of an explanation. As I mentioned, Olan Rogers has a very niche audience. Most of us Olaners know that Olan had a great t-shirt with a Boar on it… So, when a limited edition 4th of July shirt came about – we were over the moon! Simple – catch your niche audience with something only they will get, throw a pun in there, and add a simple 4th of July banner to it, the colors of our beautiful country.

 

photojojo offering a fourth of july discount while celebrating the holiday

 

Why is this sunny emoji email subject line relevant? Photojojo sells great photography gear, which every photographer would love to have on a sunny 4th of July! Relevant? Check.

 

Parabo celebrates July 4 as well, with a fireworks emoji in the email subject line

 

4th of July, $4 sale, a firework to seal the deal. Great thinking Parabo!

And finally, a day full of love – Valentine’s day.

 

happy valentine's day from Parabo

happy valentine's day from Say it With a Sock

 

Sure, hearts are a little overrated but there’s something about these two email subject lines that made me smile rather than cringe. I remembered them and double checked what the deals were purely because they both had hearts as did everything else around that day.

 

Bonus

Finally, a little bonus inspiration – branding.

I’d like to give it up to Death to The Stock Photo for using a slightly morbid emoji as a reminder of their photo packs. At first I didn’t notice that all emails have a skull in them, when I finally did I was a little confused, and then it dawned on me – DEATH to The Stock Photo.

It may not be much but when I realized what DTSP were doing I applauded them. It’s very rare that you see such a systematic brand. As most of DTSP email subject lines are the same (except for the title of the monthly photo pack) an emoji that relates to their brand name is a wonderful breaker in place of a boring hyphen. Amazing job you guys!

 

death to the stock photo uses emoji in their branding

Death to the stock photo uses the death emoji in their branding

Death to the stock photo uses the death emoji in their branding

 

Over to you

It’s harder and harder to stand out in the inbox of a customer or prospect. Whether you have a niche audience, a boring repeated email, or you simply want to stand out from the crow, you have an opportunity to take your subject lines beyond the norm with this trend.

Fight your way against the current and create subject lines that no one even thought of! A/B testing is an amazing tool that will help you test whether or not emoji resonate with your audience. Maybe take a risk and change up the usual?

Try an experiment or two and let me know in the comments below what your results were. Maybe you’ve seen emoji email subject line that tops the ones above – I’d love to see it!

emojify your email marketing

The post Emojify Your Email Marketing appeared first on GetResponse Blog – Online Marketing Tips.

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