How To Succeed With Twitter

By, Tony Guidry (www.aScratchyThroat.com)

twitter iconMarch 2013

Twitter is an essential tool in your social media strategy. With 250 million unique users monthly, and over 500 million registered users, this is a platform where you definitely need to establish your presence. Today our focus is on the best ways to use twitter to reach people who share your profession or area of interest. In other words, we’ll be focusing on how you can use twitter to interact with people in the music industry, in order to learn from the professionals.

I chose to start by sharing with you ways to interact with ‘decision-makers’ and people who influence the music industry because for most aspiring artists there is a NEED to be educated about the business of music.

You may want to start by following the CEO’s of major record labels & their subsidiaries. You may think that if they hear your music they’ll sign you. Well the music industry doesn’t work that way. (But that’s another article for another time & place). As an aspiring artist, the people who influence and choose what goes on in the music industry – the people that are REALLY important to you – aren’t the CEO’s. You’re going to want to follow the DJ’s and club promoters and venues in your area, and the legitimate publicists, managers, etc who offer the guidance you may need.

You’ll also have to determine if these people actually use twitter regularly or not. LA Reid (@LA_Reid), CEO of Epic Records mostly tweets quotes and doesn’t really interact with other people much on twitter (he doesn’t need to). While a person like Wendy Day  (@RapCoalition), who helps build independent labels and artists’ careers, is on twitter throughout the day, everyday. Wendy interacts with her followers and gives them insight and instruction on how to reach their goals in the music industry. But, if you send her something that looks like this:

twitter spoof

I GUARANTEE that she won’t answer you. This is called ‘spamming your link’ and it is TOTALLY ineffective. Only amateurs consider this marketing or promoting. Spamming your link only gets you blocked, muted or unfollowed.

None of the “quick” fixes work. Buying followers doesn’t work. All the social media platforms give you “instant access to millions” – but establishing yourself on twitter requires you to dedicate some time and effort to what you say, how you say it, who you interact with and when you speak (tweet).

WHAT TO SAY

Say nothing at first. At first you LISTEN. The key to growing your base on twitter is to connect with the the people who have similar interests. You can only find these people by listening, watching, and paying attention to what others are saying FIRST. Engage with these people based on the things you have in common. Talib Kweli (@TalibKweli) recently followed me because of our shared interest in the plight of Leonard Peltier.

When you do start tweeting, say what YOU think and how YOU feel. Once you’ve started using twitter regularly, you should easily learn twitter etiquette and find other  people with similar interests. If you’re an aspiring rapper and you befriend other aspiring rappers and follow each other, you’ll have a million followers in no time!!!

Tweet about your interests and your day to day activities. Twitter is a place where communication (back AND forth) is REQUIRED. If you constantly tweet your video link or ReverbNation URL, it’ll be extra hard to have meaningful interaction with others. Who likes talking to someone that’s always self-centered and talking about themselves? NOBODY.

So, you want to mention the things that actually interest you as a person. It’s as simple as being yourself in your tweets and sharing who you are as a person and artist. Follow the people who interest you and some of them will follow you back. Read the tweets of the people you find interesting, and comment accordingly. As long as you’re consistent, you’ll see the number of your followers begin to build. Even more importantly, you’ll meet people with similar interests and goals from different cities, states & countries – and maybe you can network with them to further BOTH of your goals.

Don’t get caught up on the total number of your followers. Follow the people you can learn from and interact with them. If you follow someone who is well respected in the music industry like @RapCoalition, you’ll see that she tweets a lot of good info on the music business and other issues , don’t tweet AT her about your new single or video. Listen first, read her tweets, learn about her and what she does…then when she tweets about something of interest to you, engage her in a conversation on that topic.

The more you use twitter as a tool to converse with others, the more you’ll learn and improve your ability to really network with people. Your mastery of this ability will place you in a position to meet new people who can really help you move forward with your goals in the music industry.

Social Media is only one piece of the pie in promoting your music. You’ve got to tie in street promotions, performances, press, promotional touring, etc with internet marketing in order to maximize the potential of your music. A Scratchy Throat ensures that you have a powerful & professional online presence.

Tony Guidry is Senior Marketing Manager for A Scratchy Throat. A Scratchy Throat – the brainchild of industry mainstay Wendy Day – provides professional social media marketing specifically designed for today’s aspiring artists.

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Networking At SXSW

March 11, 2013

By, Wendy Day (www.IndustryReport.com)

It’s time once again for SXSW and it’s easy to get overwhelmed at such a large conference. If you are traveling to Austin, TX to attend SXSW, you are committing a substantial amount of dollars to do so. It’s a good investment in yourself and your career so it would be smart to make the best of it before, during, and after.

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Before You Leave Home

1) Print Business cards. Your card should be clean and easy to read. It should have your name, phone number, email address, website, and all of your social media addresses/links. The goal is that as you meet people, you have something to leave with them to contact you after SXSW is over. And hopefully the folks you meet have one to give you as well (I always jot notes on cards so after I have collected 300 of them, I kinda can recall who’s who). Because I do so many different things in the industry, my card has a paragraph on the back that explains everything I do.

2) Print out the schedule: the list of panels, round table discussions, and events that are ideal to boost your knowledge of the music industry. Be certain to highlight the events and people speaking who will benefit you the most. Make sure you attend the discussions that will strengthen you where your knowledge is weakest and offer direct solutions to build your career. For example, if you haven’t placed music in TV shows or films, but would like to, be sure to attend the panels on those topics. Not only will you boost your knowledge, but you will be in the same room with folks who do this for a living which gives you access to those who may be able to help you place your songs.

3) SXSW is very big and there’s a lot going on at once. Most people are going for the performances and showcases, so if there’s a performance you really want to see, get to that event early or arrange a hook up now to get you in ahead of the crowds. Everything fills up very quickly.

4) Try to get added to one of the showcases if you are an artist. The Summer or Fall is a good time to apply to SXSW for a performance slot since usually by Christmas the schedule is full.

5) Reach out to your network of friends and associates and see who else is going. Facebook, Twitter, Google+, and LinkedIn are ideal for asking your circle who is attending. If there’s anyone that you should meet with, setting up appointments for lunch, dinner, or coffee would make sense to schedule ahead of time. Folks may be hesitant to commit because they know once they get to Austin they will be pulled in multiple directions. Breakfast meetings may be best because folks can start the day with your meeting provided they aren’t too hung over, and you won’t get lost in the myriad of things going on at SXSW. Be flexible with folks if they need to cancel or reschedule. It’s a huge event with way too much to accomplish.

During SXSW

1) Check the SXSW smart phone Apps frequently to know what’s going on and to stay abreast of changes. Check Twitter and Facebook often for posts from folks who have discovered great events that you should attend. Stalk the #SXSW hashtag frequently and be sure to check your own phone, texts, and email for updates. These are the places that will list impromptu performances by artists that you might care about. Bear in mind that moving around the city of Austin during SXSW can be very slow and cumbersome if you need to get from one club to another quickly during the day or at night. Traffic is a nightmare.

2) At the showcases and events, meet as many fans and industry people as you can. Gather their email addresses, names, and twitter @’s of potential fans; and gather names, email addresses and phone numbers of industry folks and other artists. Keep your lists separate. You don’t ever want to treat an industry person like a fan.

3) At the educational events, be sure to network with other attendees as well as the panelists. Get names, phone numbers, email addresses, and social media addresses whenever possible. Google company names and people so you know who they are and what they do. Divide the people you meet into multiple lists: the ones who could help your career, the ones who are like-minded and who you may want to collaborate with, the ones you aren’t sure what they do yet, potential fans, etc.

4) Try to relax as much as possible and be sure to eat small meals often. Make sure you stay hydrated, especially if you are drinking. Sleeping will probably be challenging, but get as much rest as you can.

5) I can’t stress enough the importance of meeting people. This is a “who you know” business. Try to speak to everyone if you can. Find out what they do and exchange information. Make it a personal challenge for you to talk to everyone in each room or club that you enter. I realize that’s not possible, but try. Even speak to folks you meet in your hotel. This is the one time of year where everyone in Austin is attached somehow to the music industry. Be polite and outgoing. If you realize someone has no value for your career, don’t just drop the conversation coldly and walk away, be polite and kind and then move on. Don’t ever be an asshole.

SXSW Austin Texis

After You Get Home

1) Sleep. You missed a whole lot of sleep, get caught up.

2) Reach out to the folks you met that can help your career within the first 2 weeks of being home. Thank them for their time and tell them how much you enjoyed meeting them. If you shared a special moment, mention it so they may recall who you are.

3) Don’t ever assume people will remember you. In the weeks after a major event, I always change my avatar on my social media to my face, hoping people might remember me when they see my face. I also make sure the signature on my email explains succinctly who I am and what I do in a few sentences, along with my social media links. If folks can just press a link to arrive at my Facebook page or twitter, they might just click it.

4) Reach out to the folks that you met but have no idea what they do. Of course you’ve already googled them at this point, but if you still don’t know, politely ask them. I find it better to ask intelligently–meaning it’s better to ask “I see you work in publishing, what exactly is it that you do?” than to ask a general “what do you do?” It shows that you made some effort on your own to figure out what they do.

5) Lastly, put all of your new potential fans into your fan database. You should be sending out an e-newsletter soon anyway to inform your fans of your trip to SXSW and to discuss the highlights. If your email list has a feature where folks need to opt-in, add them to your list within the first 2 weeks after SXSW so you stand a chance of them remembering you and opting in. Don’t ask them to join your list more than 2 or 3 times, a week or two apart.

6) Networking is the art of give and take. Don’t just figure out a way for the people you met to help you, figure out a way to help them as well. People will be more open to developing a relationship with you if they see a benefit to themselves as well. You being a talented artist is not enough of a benefit, by the way.

7) Make sure you keep in touch with the people you’ve met and if you’ve promised any specific follow up, be certain to do so. Most people do not keep in touch, so the few who do follow up really stand out. When interacting with folks who have established careers in the industry, don’t be surprised if you have to do the bulk of reaching out at first. You need them far more than they need you. Until you have something solid or financial to offer, you are just one of many anxious and hungry folks trying to build a career in music. Be respectful of that. Don’t take anything personal.

Attending an event like SXSW can be very informative and a great networking opportunity for your career. Make sure you spend your time wisely, prepare for it thoroughly, and follow up professionally afterwards. It might just be the best money you spent this year.

Wendy Day is a 21-year veteran of the music industry who has managed to do the impossible: stay relevant. She runs the not-for-profit artist advocacy organization, Rap Coalition, and has helped discover, build the leverage of, and shop and negotiate deals for Master P’s No Limit, Twista, Cash Money Records (BG, Juvenile, Lil Wayne, Turk, Hot Boyz, Big Tymers, and Mannie Fresh), Eminem, David Banner, and many others. She has worked with Do Or Die, Lil Boosie, Webbie, Ras Kass, Slick Rick, BloodRaw, Young Buck, C-Murder, Young Jeezy, MGK, and others. She helps build independent record labels for properly financed labels showing them hands-on how to sell music and make money in today’s music industry. She wrote her first book, The Knowledge To Succeed: How To Get A Record Deal in September of 2011, and runs a social media marketing company called A Scratchy Throat to boost artists’ Internet presence and to increase their one-on-one interaction with fans.

“I can post my music to facebook and reach millions of people.”

While it’s true that over a billion people visit facebook every month, you must have a strategy and plan in place if you’re trying to get a portion of them to actually view your page and listen to your music. There are tried and tested methods that will boost your exposure on Facebook. Today, we’re gonna look at the more basic ways to bring attention to your page and your music so that you can get more “likes” and “listens.”

First, just posting your music to your Facebook page and hoping that people listen is not enough. Posting a link to your song or your video on your friends’ pages is NOT networking and DOESN’T work. (To be honest, when you post links to people’s pages or inbox them your link unannounced, it gets deleted – the reality is that most people aren’t going to your Soundcloud or Reverbnation link just because you post it on their page.) You have to establish a relationship with a person first in order for your networking efforts to be successful. Any unsolicited links you “give” them are considered SPAM!!! You don’t need to spam your music to gain new fans. You only need to learn how to use the social media tools Facebook makes available to you.

So I hope you understand that uploading your music on Facebook is only seen by the people you interact with–and you hope they listen to it. Your closer friends will probably like and comment on your music (they like everything you post anyway). You won’t engage many new people this way though– and what’s the point in posting your music online if you’re not going to reach new people? Of course you could just stick to street & club promotions (which can be very effective), but what’s the purpose of making music if you’re not doing what you need to do in order to MAKE SURE that new people give it a listen?

Secondly, the reason you want Facebook “likes” is because they may eventually lead to sales, and in the BUSINESS of music, money needs to be made in some way shape or form. So whether you use your likes to ask people to buy your music, attend an event, or purchase a T-shirt or whatever it might be, you’ve got to find a way to make money from your craft if you’re in the music BUSINESS. If you’re someone who makes music just for the love or as a hobby, then this post AIN’T for you.

Now, for those artists, managers, or label owners, etc, who are interested in using Facebook to get seen and heard……..let’s talk about the simplest ways to get facebook likes.

I’m sure that most of you have seen an offer to buy “likes”. The websites selling the “likes” promise hundreds or thousands (or tens of thousands) of likes for a low cost. I’ve seen it range from $30 for 1,000 to $1200 for 100,000 likes. These so-called services promise you likes in a “few days”. Which leads us to the question: do these services work? Well, they work to get you likes, just not the ones you’re looking for. The problem is that with fake likes you don’t have a genuine fan. A fake like will never listen to your music or buy your song. A fake like will never tweet or post a status about your music so a fake like is worthless in the music industry. Add to that fact that Facebook, as a company, will remove the majority of fake likes eventually, making you look worse than before! Buying fake likes won’t solve the problem of marketing your music–just like most business shortcuts, it’s non-effective and likely to do more harm than good.

So what’s the most effective way to introduce new people to your music and reach the people who are interested in what you make?? You pay for it.

Facebook Ads for business are the simplest way to reach new people on Facebook. The setup is simple. Facebook literally walks you through the steps:

Take your time and pay attention as it’s all laid out for you: from how to build and customize your page, to how to invite your friends to like and interact with you. You’ve gotta START with your friends, and build from there. Fortunately, Facebook gives you the key elements necessary to get started.

Once you have your page setup, start posting content. Invite your friends to like your new page first and do NOT just spam links of your music or videos! Have conversations with the people who like your page, engage with them, share interests and insight. Again, Facebook gives you insight on how to do this effectively:

So far, everything we’ve covered is free. You can research and learn how to build your followers and likes from here. You don’t NEED to pay for anything at this point. Once your page is created, you have to consistently post interesting statuses.

Eventually you’ll reach a point where investing into targeting other markets makes sense, and when that time comes you’ll want to start an ad campaign for your page. Don’t jump the gun here though. Be consistent in posting to your page and talking to the people who’ve liked your page.

Before you even think about buying ads to draw people, you will want to have at least 100 legitimate likes from friends, etc. Remember, you gotta have those 100 likes before you even think about taking it to the next level.

Setting up your ad is simple and, again, the folks at Facebook have everything laid out for you. At first, it may seem confusing when you’re asked if you want to:

Get More Likes
Promote Page Posts
Advanced Options

You’ll make your decision based on what you’re trying to do. (I know that you have goals, right?) So depending on your goals, you’ll choose to promote individual page posts, or to expose your page to as many people as possible, or simply to get more likes. Once you make that decision, you can move on to deciding WHO to reach.

You can choose to target a city or even a particular zip code INSIDE a city (so u can target an actual neighborhood if you want to!). You also have the choice to target people with certain interests. You can target people who like Pop music or R&B; or you can be more specific and target people who like Rihanna, Beyonce, Lil Wayne, or Drake, for example. You can target married people, single people, or people who love sports. There are numerous categories that allow you to really pinpoint the people most probable to like your page.

Below is an example of a campaign designed to target Facebook users in Jacksonville, FL (including 25 miles outside the city):

If you noticed, the target audience is aged 13-40, with an interest in Music– specifically Hip Hop/Rap and R&B/Soul music. Our choices have narrowed down potential fans in the Jacksonville area from over 457,000 people to almost 172,000. This isn’t a bad thing because it targets people who list music as an interest and these people are more likely to become a fan.

So what will it cost?? Well, that’s totally up to you. The good people at Facebook allow you to choose exactly how long you want to run your ad, how much you’re willing to pay for people to see your ad, and how much money you’re willing to spend per day on your ad campaign.

As you maneuver through the options available, you’ll be able to cater to the appropriate audience for you. It’s not hard to get your Facebook ads started. It will take some tweaking and tinkering to get the best results but with the right effort, focus and determination you can build an ad campaign that converts clicks to your page into likes and likes into fans who you can THEN reach out to and ask to listen to your music or watch your latest video.

At the end of the day, your Facebook page and any ad campaign associated with it is only a small part of the total work you’ll need to do in order to succeed. Internet presence is becoming more and more important in today’s digital age.

Tony Guidry is Senior Marketing Manager for A Scratchy ThroatA Scratchy Throat – the brainchild of industry mainstay Wendy Day – provides professional social media marketing specifically designed for today’s aspiring artists.

 

By, Chris Mexton Reposted from KissMetrics

You’d be pretty hard pressed to argue that PSY’s Gangnam Stylehasn’t been a runaway marketing success. With over 1 BILLIONviews on YouTube, Gangnam Style has firmly planted itself in our collective psyche.

gangnam1

Love it or hate it, I think we all can agree that we want that sort of marketing success for our businesses. One of the things that makes the best online marketers successful is their ability to creatively draw on marketing tactics and resources from many domains, not just the world of online business. The question you should ask yourself as an online marketer is: “Is there anything we can learn from the success of Gangnam Style?”

As it happens, K-pop (an abbreviation of Korean pop), which is South Korea’s pop music industry, is pretty darn savvy when it comes to marketing, and there is a lot that goes into forming a K-pop supergroup. PSY’s success is doubly interesting as he is not your typical K-pop artist.

After reading a ton about the world of K-pop, there are a number of ideas we can glean from it.

Here are three things I’ll bet you don’t know about the K-pop industry and what you can do with this knowledge to build your own email marketing machine.

1. Measure Absolutely Everything

The Verge recently did a massive feature on K-pop. One of the most interesting aspects of the article about it is the discussion ofCulture Technology. Culture Technology refers to the way in which South Korea’s largest record labels attempt to design K-pop bands.

In their eyes, a K-pop group is not just a band but a brand. When auditioning for a new band, the top record labels run software simulations on potential group members to see how their voice and appearance will change in the next 3-7 years. They narrow down the applicants to a group they feel will be successful, and then they teach the group members to sing, dance, and even speak foreign languages.

In many cases, bands consist of 10+ members, allowing the labels to optimize and split roles, particularly when the band performs overseas, for example.

Why do they do this? To maximize their chance for growth and long term success. There’s no business like show business, and K-pop clearly knows how to run the show!

What is most interesting about this is that it nicely correlates with running a successful online business. The key lesson here is to measure everything.

When it comes to our email marketing campaigns, there is a lot we can do to ensure we get accurate, actionable data.

In my experience, the best people in the email marketing biz ask themselves: “Are these emails driving the actions I want? Are they increasing my customer lifetime value?”

Not only should we pay attention to deliverability, opens and clicks, but also follow through, which customers actually convert, and which, ultimately, turn out to be the most profitable.

Only with this sort of granularity can you understand whichcustomer cohorts are best to go after, where you can improve your email marketing content, and where you should invest your marketing budget.

A popular email remarketing tactic is to collect customers’ email addresses and send out a series of educational emails in order to build trust prior to making a sale. An extremely effective tactic, it does mean that, for most SaaS businesses, you will end up sending your customers somewhere between 5-18 emails from the time they start receiving your educational email campaign to the time they become a paying customer. (Email remarketing involves sending emails to customers based on what they do or don’t do on your website.)

gangnam2

 

That’s quite a lot of email, meaning you have a lot of room to optimize. Are customers engaging with your educational content? Are your open rates increasing? Could you get more action from your potential customers with a different call to action or a “Big Orange Button”? Do customers coming from this channel stick around longer than customers you acquire from other channels?

These are the questions you want to be answering if you plan to dominate your email marketing.

One of the most effective ways to know what on earth is going on is to tag your outgoing campaign links with as much detail as possible.

Both Google Analytics and products like KISSmetrics allow you to use URL parameters quickly and easily to see specifically what a customer is doing.

Here’s a screenshot from one of KISSmetrics’ epic infographicson customer lifecycle tracking:

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For Google Analytics, you can do the same using UTM codes. Then, at a glance, you can see which campaign or variation is converting most effectively. And, with a little tweaking, you can drill down deeper and see sub-cohorts. (Did the user originally come via a Google search, Twitter, or some other channel?)

Using KISSmetrics’ revenue tracking, you can go even further and understand exactly how your emails impact a customer’s journey from initial visit to purchase. With that information, you will be able to determine if a campaign is actively working to increase your customer lifetime value over the long term.

Key takeaway: If you don’t have this sort of granularity over your email marketing campaigns, set it up! It’s not too hard to do if youfollow this great guide.

2. Test the Unexpected

In the world of highly-tuned K-pop bands, no one ever would have expected that Vivienne Westwood-wearing, horse-dancing PSY’s Gangnam Style would become the phenomenon that it has.

In fact, I’m not sure anyone anywhere would have expected it!

Here are just a few unexpected things about PSY and Gangnam Style that initially made the song’s success in either South Korea or the rest of the world unlikely:

  • He was educated in the US (he went to Berkley School of Music), and he wasn’t part of the highly-measured K-pop process outlined above.
  • PSY’s sense of style is unique and certainly different from most mainstream artists, in any genre.
  • Gangnam Style was released on YouTube without any copyright restrictions.
  • The video is, in many ways, completely bizarre.
  • The song is in Korean!

However, with a bit of reflection, we can see that all of those things have contributed to the genius and addictive nature of the song.

The point here is that, often, the unexpected works best.

One of the masters of this domain is content marketer, Matthew Inman of The Oatmeal. Take this title from a sign-up form on his blog:

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Now that’s how you put the unexpected to work. The first thought that runs through your head is “Ugh, what?” That is quickly followed by an almost uncontrollable urge to take action and find out more. Who wouldn’t click-through on that form?

Embracing creativity when it comes to any form of online marketing is essential. For every 10 crazy A/B tests you do, it’s likely that only one will give you significant gains. But, oh boy, will they be worth it.

Take the team at Strikingly.com. They’ve got a referral system they use to encourage engagement and source new customers. Having proved that the concept worked well for their target market, they began testing different concepts.

Want to see the change that increased referrals by 100%?

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That’s right, a dancing cat nailed it! If they weren’t experimenting with all sorts of ideas, they wouldn’t have found this winner.

When it comes to email marketing campaigns, the best examples of “quirky” content have, in fact, virtually become legend.

Take this classic example from Zappos below. Their post-purchase campaign informing customers that their order has been automatically upgraded to expedited shipping is a beautiful example of creativity at work.

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Not only is the concept sound, but the copy and delivery here give the email a real kick. This email was frequently blogged about and mentioned online. It takes only a quick Google search to find plenty of customers praising Zappos’ awesome customer service.

A good approach for coming up with winning campaign content is to try and change the way you tackle an extremely common campaign – something that is usually boring and completely run-of-the-mill.

Another, even more famous, example comes from Derek Sivers. Take a read:

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Derek could have simply written: “Your order status has been updated and your order has been shipped,” but instead he wrote this!

As Derek mentioned in his book, Anything You Want, googling “private CD Baby jet” will return many thousands of results (900,000 for me), which is evidence of the impact of his spur-of-the-moment creativity.

If this example doesn’t provide the business case for A/B testing your transactional emails, then nothing will.

Key takeaway: Get creative, test the unexpected, and create some buzz!

3. Find Your Company’s Voice and Be Yourself

From the streets of Seoul to The Ellen DeGeneres Show, PSY iseverywhere.

Partly thanks to the unconventional nature of PSY’s wardrobe and dance, they have helped him shape his brand and have been a huge part of the continued success of his marketing juggernaut.

Once you’ve begun testing and started to find what works for your business, you need to stick with it and give your email campaigns a unique voice – you need to rock your own attitude.

The Zappos example above contributes perfectly to their reputation for insanely awesome customer service. This is something they’ve built up through consistent communication with their customers and by constantly impressing people with their attitude.

Remember: great marketing is about connecting with customers. You need to be personable and consistent and build trust over time.

Dropbox injects this sort of personality into all of their customer communication. This particular example is sent to customers who sign up but then do not set up Dropbox within a few days. Like their website, the product itself, and their updates, this campaign is clean and lighthearted. It not only drives the correct action from their customers (install Dropbox!) but contributes to customers’ perception of Dropbox as a business.

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Another example of consistency of attitude is AppSumo. Much loved by their customers, Noah Kagan and the team have done an awesome job of building a loyal fan base. A huge part of this is off the back of the way they communicate on their website, in their emails, and even in overlooked places…like this awesome unsubscribe page.

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A third and final example comes from Atlassian. This landing page is quirky, creative, and a great reflection of the company’s attitude and culture. This isn’t your standard WordPress “give me your email address” landing page. Atlassian is well known for their awesome customer service and sense of humor, and their marketing team tries to reflect that in everything they do.

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Key takeaway: Where can you re-write your landing pages and email copy to reflect your company culture and infuse some attitude?

It Ain’t All Dancing!

Online marketing is about connecting with your customers and measuring everything you can about your marketing efforts.

When it comes to email marketing, you must ensure you’re tracking all of your core email metrics and the true impact these emails are having on your conversion and revenue metrics.

Use your email marketing tools in conjunction with Google Analytics and KISSmetrics, and you’ll be able to build a framework that lets you experiment with sharing your voice and fresh creative marketing ideas in order to uncover huge improvements in your conversion rates!

What crazy / unique / challenging email marketing ideas have you used or seen? How do you use email marketing and analytics tools to ensure your numbers are spot on?

About the Author: Chris Hexton is a co-founder of email remarketing software Vero. He spends his days helping online businesses optimize their email marketing and use it effectively to maximize their profit. You can catch him on Twitter via @chextonand @veroapp. He’d love to talk with you!

The Brand YOU: Your Bio

by: Brian Kush, reposted from: http://ow.ly/hBbbU

Personal branding is about promoting what makes you unique and what allows you to stand out from the crowd. A major piece of branding is creating your professional “bio” or biography. That bio is, after all, a specific place to capture your “story” …. so it is personal.

For many CPAs, your bio is likely already on the web and accessible by anyone and anywhere. Since it is so accessible, it presents a nice branding opportunity – to spread your message about the value you provide and the opportunities you want to attract.

When reviewing your bio, consider three Cs of personal branding – Compelling, Consistent and Clear:

Make your bio COMPELLING and answer the following questions:

WHOM do you specifically help? What kinds of people? What types of businesses?
WHAT challenges do you help them solve?
HOW do you help them? What is it you uniquely “bring to the table” to help them solve their challenges?
WHAT do your specific skills allow them to do? What is the benefit to them? Do you save them time, money orpain, or bring them joy or success?
HOW have you acquired these skills? Why are you credible? This is the his“story” part of your bio where you can provide your experience and relevant accomplishments.

Make your bio CONSISTENT.
If someone visits your organization’s website and reads your bio and then finds you on a social network with a profile that describes a completely different person, you have created brand confusion!

Tip: create one master biography and use it to create your shorter bio and all your profiles instead of doing it the other way around. Google yourself and compare your profiles and bios. Do they send an overall consistent message about what you want to be known for and what distinguishes you from everyone else?

Make your bio CLEAR.
Harry Beckwith, the author of You Inc., The Art of Selling Yourself, says, “What convinces people that you excel? Your clearest evidence is just that: clearness.” Be direct. Get to the point. If you cannot articulate your expertise in a concise and clear manner, then how can you be an expert in your field? Attention spans are dwindling. Even your “long bio” should not be much more than half a page.

Additional Tips

Keep it fresh: update your bio as often as it needs to be so that your message is current. A stale bio sends a message about your brand.

Consider a call to action: decide what you want the readers of your bio to do. Is it just to view you as credible or would you like them to take action? If you want them to follow you, such as via a blog or Twitter, ensure that information is in your bio.

Test it for authenticity: what is the most important thing about any item you use to promote your brand? It needs to be authentic. You need to feel it. You need to own it. Read your draft bio out loud to an audience. If it comes from your heart, if it is truly “on-brand,” then your audience will know that when you read it. And you will know it too.

Brian Kush, CPA, CLC, President, Moxie Partners. Brian is an ICF certified coach, and specializes in leadership, executive presence, and personal branding coaching. He works with executives, entrepreneurs, and aspiring professionals in a personal coaching relationship to challenge them to show up as the biggest version of who they already are, and get the new results THEY want.

What are Facebook Ads? These Glossary of Terms will get you Started

Whether you are a business owner or a social media professional who is familiar with the power of Facebook, chances are you have probably asked, “What are Facebook Ads?” You already may have been introduced to Facebook Ads through your social media training; they’re those ads that appear on the right-hand column of almost any page within Facebook, from your home page and news feed, to your profile and apps pages.

Facebook Ads attract fans of all demographics, reaching out to hundreds of millions of Facebook users. With Facebook Ads, you can raise awareness of your product or service to people who otherwise may not have known about it, and you can create ads to promote events as well as products or services.

When asking, “What are Facebook Ads?” it’s important to understand and become familiar with the terminology used with regard to the ads. This glossary of terms provides a solid introduction and a better understanding of Facebook Ads:

Ads Manager. This is where you can view all of your Facebook ad campaigns, revise bids and budgets, pause and restart ads at any time. The Ads Manager is your main hub for Facebook Ads.

Ads. When creating an ad, you are attempting to reach different target audiences by highlighting your products or services in an interesting manner. Use an interesting photo or a company logo, and then complete the ad by writing a concise description that cannot be ignored by those in your desired demographics. Each ad has a daily or lifetime budget.

Campaigns. Group your ads into “campaigns” based on whatever criteria you deem necessary. For instance, you may want to create a campaign from all of your ads geared to a specific demographic.

Ad Auction. This is the system that Facebook uses to decide which ads are best to run. They base this on the ads’ maximum bid and previous ad performance. The ads that Facebook decides are the best to show will be the ones most prominently featured.

Budget. The budget is the amount of money you are willing to spend on a campaign either each day or for the life of the ad. These two kinds of budgets are known as daily or lifetime budgets.

Bid. When you place a bid on the ad you’re creating, you’re indicating the maximum amount you are willing to pay per click (also known as CPC) or per thousand impressions of your Facebook Ads (CPM). The maximum bid determines your ad’s strength in the ad auction, giving it better chances of being displayed.

Suggested Bid Range. This represents the range of CPC or CPM bids that are winning the auction for the audience you’ve selected.
Clicks. When someone clicks through your ad to your website or a specific landing page on Facebook, you’re charged for the ad. Clicks are also counted when someone “Likes” your ad or RSVP’s to an event through your ad.

Impressions. Impressions are counted when your ad is shown on any part of the Facebook site, regardless of whether someone clicks on your ad.

Social impressions. Social impressions happen when an ad is viewed by a Facebook user who is friend of someone who has interacted with the ad.

CTR. CTR stands for “Click-Through Rate,” the number of clicks your ad receives divided by the number of times your ad is shown on the site during that time period. The CTR gives you an idea of how effective your ad is on Facebook.

Connections metric. This metric includes people who have “Liked” your page, RSVP’d to your events or installed one of your apps from seeing your ad on Facebook.

Reports. The reports give you all of the analytics information you need regarding your ads and campaigns. You can create and print out ad reports based on the parameters you wish to know more about, and you can export into an Excel or a .csv file.

Sponsored Stories. These are stories that are eligible to appear both in users’ news feeds and in the right-hand column with other Facebook Ads. Sponsored Stories respect whatever privacy settings a user has placed on their account, so if their activity is hidden it will not be used for Sponsored Stories.

Page Post Ads. This is one of the newest innovations for Facebook Ads. With Page Post Ads, you turn a post made to your page—a status update, picture, link or video, etc.—into an ad for your page. These are not subject to privacy settings and can be shown to anyone on Facebook.