Online Marketing

A Beginners’ Guide to Remarketing

What is Remarketing?

Remarketing is a form of online advertising to re-target ads to users who have already visited a website (desktop or mobile).  These ads will appear when consumers browse the web; watch YouTube videos and/or reading news sites after they have interacted with the brand.  The benefit of retargeting is to keep a brand top-of-mind, especially to those who already looked at your site (whether or not they made a purchase).

Building Campaigns

There are many ways to build a remarketing campaign, first decide the intended goal of the campaign and create a remarketing list.  There are a variety of ways to assemble a Remarketing List that will provide you different avenues of retargeting for maximum results.  Some ways to arrange the lists are:

  • All website visitors – This targets everyone who has visited your site (desktop or mobile).
  • By product category – This list provides a focused and targeted focus for the specific product or category.
  • Visitors who didn’t purchase – This list target those who visited and didn’t purchase.
  • Visitors who abandoned their shopping cart – Similar to above, this is those who took the time to add to their cart and then left the site and their cart was still full.
  • Sell more to visitors (up/cross sell) – A list to target those who already purchased, with additional similar items to purchase.
  • Time-bound after a purchase – A list to target products that would enhance the first purchase.

Remarketing KPIs

There is a plethora of ways to assemble Advertising Metrics based on the desired outcome of the remarketing campaign.  The most helpful KPIs are Conversion Rate and Attribution Rate as these speak to the activity and consumer behavior which is can be measured through remarketing.

  • Conversion: This is the % of customer who actually buys vs. the amount of people who received the remarketed ad. For remarketing, a conversion can be the number of people who purchased their abandoned cart, purchase similar or cross-sold products or made a first time purchase.
  • Attribution: Specialized attribution capabilities use algorithms that help you get to the robust, statistically sound insights that can help drive impact. For example, data-driven attribution can determine which remarketing efforts had the greatest impact, conversion rate and ROI.

 Remarketing Campaign Trials

Remarketing Trials are a great way to delve into understanding how the efforts are working and if they are hitting the desired KPIs.    The benefit of these trials is to measure for incremental growth and acceleration.  The best trials will include these features:

  • A holdout/control group that not exposed to the retargeting activity which is achieved through excluding a random selection of the remarketing list, and not sending them the retargeting campaign.
  • Once the campaign is complete, it is easier to compare and contrast the conversion rate of the control and exposed populations and attributes to retargeting efforts.
  • The aggregate results to the total conversions you feel were from retargeting vs the control group of those not included and this will help find the true value of the retargeting campaign.

Are there additional KPIs you have used to measure your remarketing efforts?  If yes, share them and the value they provided to determining your ROI.

 

 

 

Online Marketing

5-Step Email Marketing

One of the most used methods of online marketing is e-mail marketing, yet very few articles have an A-Z guide on what you will need to be successful in this medium.  Here is a 6-step process on how to get started with your email marketing campaign today!

Step 1 – The Why’s

The first step is to understand why to email your customers.  Forbes shares these benefits of email marketing:

  • 91% of US adults like Emailed Promotions
  • Email is 40% more effective than Facebook & Twitter
  • Builds Credibility
  • Boosts Sales
  • Strengthen Relationships
  • Device Agnostic (open on any mobile platform)
  • Looks professional
  • Garners Immediate Results
  • Generate Leads
  • Promote Services
  • Attract New Clients

Email Marketing is indeed a key to generating revenue for both acquisition and retention efforts.  It can strengthen the business’s marketing efforts by efficiently delivering content on a routine basis to everyone that has opted into marketing (more about opt-ins below).  Email marketing content should be a complementary array of promotional and brand messages to keep readers engaged, informed and interested in remaining opted-in to continue to receive emails.

Step 2 – The Strategy

Once a business determines to pull the trigger on email marketing, the next step is to learn the science behind creating an Email Marketing strategy such as these key ingredients:

  • Customers Must Opt-In
  • Customers Must be able to Opt-Out
  • Honor Opt-Outs Quickly
  • Straightforward Subject Lines
  • From/To/Reply must be authentic
  • Include a real postal address
  • Be upfront that it is an Advertisement
  • Use caution with “forward to a friend” email
  • Understand what makes a commercial email
  • Be aware of emails send on your behalf

 

One helpful tip in creating the strategy is to think like the consumer such as: Would you want to read the email? Is the content aligned to your target audience?  Is it snazzy and eye-catching or just a whole bunch of words?  If you answered “no” to any of these questions, it is time to re-think the strategy until you can answer “yes”.

Step 4 – The Database

Once the content is built, will they come?  Um, likely not.

Growing an email database will take more time and effort than designing the content. Building a Killer Email Marketing List starts with your strategy and then focuses such as simple opt-in forms, list management, subscriber management and performance tracking aid into making a healthy database.  The majority of your email database will come when consumers “opt-in” to receive your emails.

Hubspot, a successful inbound community helping businesses reach their goals share these tactics on how to Grow an Opt-In List:

  • Create gated assets (webinars, e-books, a variety of content) to for people to give you their email address
  • Create useful tools
  • Promote your gated assets on your marketing channels (ie: social, blogs, etc.)
  • Run creative email marketing campaigns with a call to action and/or reengagement campaign

Step 5 – The Laws

Yes, there are anti-marketing and Spam laws.  Spam is when you get copies of the same email message even when you do not choose to receive it. There are laws surrounding spam, such as the Can-Spam Act of 2003  which assigns a hefty fine of $16,000 per infringed email.  There are also marketing laws specific to each state and country so be sure to research these before deploying an email marketing campaign.

Step 6 – The White Flag  

If all else fails, choose from one of these Best Email Marketing Services which have been reviewed from an overall perspective as well as Email Sending, Creating and List Management.

Have other tips and tricks to share?  Let me know in the comments!

Online Marketing

Surviving Analytical Stalking

Have you ever felt stalked by the internet with ads that know what you just searched?  Or wonder how does Google know that I am here?  If you have felt this way, you may have been a victim of online Retargeting, Targeted Ads or Location Based Marketing.  Keep reading for more information about surviving these online stalking… (aka “research”)… methods.

Retargeting & Targeted Ads

If you have used an online site to browse and item, chances are you have been a victim of retargeting.  This is when you receive ads based on previous actions or purchases.  While this can be an effective method to reconnect with interested shoppers even after they leave a website, if done poorly, it can be seen as ad stalking.

I apologize in advance of the upcoming sad example, though it will help me with my point.  Years ago I had to make a decision regarding my beloved dog, Sam.  It seemed to be time for a decision to lay him to rest.  So, I sought the internet for guidance on how I would know I was making the right decision, which was a mistake.  Days later, I had to say goodbye and he crossed Rainbow Bridge, I kept getting ads and pop-ups on dog euthanasia.  I kept thinking why on earth are these ads popping up and how can I get rid of the ads that felt suffocating?  This was certainly an example of bad retargeting and their reminder only increased the sadness in my heart.

On a different note, advances in data modeling and predictive analysis also allow targeted online ads to those in specific target markets (vs a consumer’s previous action).   On a happier example, I have been “victim” of this type of online stalking when I buy an item on Amazon.  Once I click “add to cart”, I am instantly enticed and delighted with “similar items people bought” with the same purchase.  This seems less creepy, it doesn’t break my heart, and I admit some of the similar items have also shown up at my house, in that box with a smiling face. 🙂

Location Based Marketing (Mobile)

Thanks to innovations in location intelligence, marketers also use Location Based Marketing to target consumers based on where they go, which gives insight on the consumer journey from ad exposure to store visit to purchase data.  As a consumer, you have a choice to enable or disable “Location Based Services” from your phone to avoid being the victim (or recipient) of Location Based Marketing.

On a recent trip to Knoxville, TN I learned about Google Rewards and Google Contribute, great examples of Location Based Marketing, from my leader David.  He was very excited about these online activities and as he described them, my mind went to “creepy” with some added benefits.  These platforms automatically send you surveys and ask for reviews based on where you have been (hotels restaurants) or where you called from a Google Search.  The added benefit is that they give you money (sometimes a mere $.18) for each activity/survey to use in the Google Play Store.  I have not downloaded these apps though I saw real time the requests David got to review Knox Mason, the Tennessean and Tupelo Honey.  The benefit of these examples is that it is purely opt-in so while google likely knows you are there; your opinion is only sought if you have set up these apps on your mobile device.

Let’s do a little survey, do you like or dislike being “stalked on the internet”?  Why/Why not?

 

 

#MLM

I Market, You Market, We All Market… I-Scream!?

The Inside Scoop

Unless you are a distributor for a Multi-level Marketing (MLM) brand, it is easy to get annoyed with daily posts from friends to check out their new lip gloss, clean with superior products, lose weight quick and easy, relax with oils, etc.  These MLM brands (via, your Facebook friends) are blowing up our social media feeds because…

 

Social Media is necessary for them to become Millionaires

 

A Risky Marketer is Born

MLMs have been coined “The Business Model of the Future” due to the fact that shareholders are the non-salaried distributors and as the company succeeds and rises, so do its distributors .  MLMs are a unique blend where both company headquarters and employees (distributors) want to succeed.

If you are lucky, your “sponsor” will show you the ropes, add you to a few supports pages and voila, your MLM training is complete and you are now officially a Marketer (regardless if you know how to effective market your brand) and on your way to making Millions!

“Multi-level marketing, MLM or network marketing, companies have produced more millionaires and six figure incomes than any other business model on the planet hands down.”

-Scott Hallock

 Where there’s Risk, there is Reward

The challenges for MLM companies, driving their brands socially push the industry in a positive direction and conversely, this also means the challenge of coping with internet technology. Here are some considerations for headquarters and distributors alike:

  • There is both positive and negative social power created across social platforms (ie: Facebook, Twitter).
  • It is imperative for headquarters to balance a balance between enabling their consultants the ability to be creative and protecting the brand.
  • Everyone is responsible to protect against (and not make) inappropriate medial/earnings claims.
  • Distributors should use tools for distributors such as IsaTools for Isagenix
  • Distributors should be respectful if they jump ship and bounce to another company.
  • Friends should never take offense if they are un-followed, blocked or their friends leave a group conversation about their MLM.

The Cherry on Top

As a great example of how to harness social media, is Facebook Event I received for a “Spring Shopping Extravaganza”.  This is where a few different vendors (most of which work for MLMs) will showcase (aka: market) their products at my friend’s house.

Consider this for a moment, this means that multiple brands co-market on a social platform (ie: Facebook) to drive revenue (and down-lines) at no cost to their MLM’s headquarter’s marketing budget.   Furthermore, it is brilliant for these vendors to work together and merge their efforts into one night of product demonstration.

What are your best practices for social engagement as an MLM Distributor?

#MLM

The Ultimate Mobile Apps for Multi-Level Marketing

Let’s see, where did we leave off?

Oh right, my last blog, Social Media for MLM/Network Marketing was geared towards those who are new to Multi-level Marketing , have just purchased their starter kit and are sharing their new business venture with  friends/family.  Fellow expert, Jason Lee, in his blog about Jedi Marketing agrees that Snapchat, Hootsuite & Periscope are great social apps which will help you in the industry of Multi-Level Marketing.    So, as the honeymoon phase begins to lose its luster, it’s time to find new leads.

Got Leads!?

At some point, no matter which MLM you choose, the true challenge will be to continue to gain new prospects and connect with cold leads to turn them into clients on your down line.  This is where mobile social apps can save the day!

How easy would it be to conduct a simple search and obtain a list of people that need your product?    I know, seems too good to be true, that there could be a tool like that in the app world, right?  Introducing NeedTagger , which uses filters and keywords to provide Twitter leads on those who would likely purchase your products.

Is that one of those “pyramid schemes”?! 

As you work through your new leads, you will hear this question and will need to have an answer prepared in advance.  My answer is, “YES & NO!…While it is true that most MLM’s have a pyramid or down line structure for you make money, this does not mean it is a scheme.”

I object!

There is a lot of chatter about MLMs, such as a battle of competitive products, ingredients, financial structure (pyramid) and how much they cost on a variety of social channels.  The best advice is to be on-top of varying opinions which is Must-have #7 “Keep Tabs on Business Reviews” from the Social Media Examiner.  At some point, you will be asked to myth bust about the product you are distributing, great sales people know the objectives and are prepared to overcome them at all times.  Once you start overcoming objections, there are mobile apps that can continue to help you monitor your progress and soar into financial freedom.

Mobile Apps for Myth Busting

One of the most integrated mobile apps to help you is MLM Master, a professional application that supports direct sales business (MLM).  Finally, tool motivates you to constantly improve financial results and active analysis of the statistics to achieve a real passive income.   Gone are the days of a spreadsheet to keep track of leads, prospects and clients.  This one is easy to use and you can use it on iOS and Android.
BL3 MLM Master

$how me the Money!

One of the benefits of an MLM is the notion of Financial Freedom and that can only come with an easy way to get money from your clients.  With Square Cash, you can receive money no matter where you are, because it is completely a mobile app (in fact, this is also how I pay my hairdresser).  This is different than Square which requires you to physically swipe a credit card into a unit that plugs into your phone.   BL3 SQ Cash

 

Does your MLM have an M-Site?

Lastly, become familiar with the capabilities of your MLM’s mobile site, for example, Mobile Isagenix which allows me to demo on the fly (at the gym, at the grocery store, at daycare, etc).  These tools can be the difference between divorcing your MLM and living happily ever-pyramid-after.

How do you use m-tools to advance you in the ranks of your MLM?   

#MLM

Social Media for MLM/Network Marketing

The power of social media has dramatically changed life for Networking Marketers.  In the early days, the only way to showcase these businesses was by convincing a friend to host a party and hope that others would book from that show and so on, and so forth.  This is how I started and failed, in Network Marketing (Partylite) back in 1996.  Fast-forward to 2013, when I re-entered Network Marketing with Isagenix, added Young Living Essential Oils in 2016 and this year, I considered adding Direct Cellars (wine) and Motives (makeup).

After 2 decades and 3 Network Marketing gigs, I know first-hand it is easier to be a Network Marketer in 2017 than 1996.  The secret?  Social Media!  The various apps and platforms available are helpful for “marketing” your business and selling your products.  Long gone are the days of calling for party bookings and here are the days of click, swipe, follow, post and tweet.

When it comes to Multi-level Marketing (aka: MLM or Networking Marketing), most people fall into two categories:

  1. Those who are eager to learn new ways to use Social Media for their Network Marketing gig.
  2. Those who wish I didn’t give Network Marketers any new ideas on how to leverage social media to further generate interest and revenue.

If you are #1, continue on reading for tools that should be used by every beginning network marketer.  If you are #2, share this with those you know who are networking marketers.

The Phases of MLM

Social Media, while pivotal to your success, can be very overwhelming while you are learning about the intricacies of a MLM.  The first step is to harness the excitement you feel when purchasing your “starter-kit” and enjoy all your new products.  During this time, most eagerly post/tweet across all social channels which results in a sales, clients and referrals.  As time goes on your sales funnel will dry up, some friends will have unfollowed your posts (yeah, that happens and it’s ok) and your MLM looks like it is starting to fail.  Don’t give up!  Instead, give into considering how else you can market your products to continue to climb the ranks and grow your down line.

Social Stacey’s MLM Must Have’s

There is great advice in 45 Best Mobile Apps for Marketing, on how to maximize your time at your computer for your social media strategy.  There are also a few basic social sites (IMO) that any Network Marketer needs.  The added benefit is that many of you already have existing followers/friends on these platforms.

  • Twitter: @SocialStacey10 uses the techniques shared in The TAO of Twitter to maximize this platform.  Successful Tweeters effectively use their 140 characters headlines to influence their followers.  To guide in this creation, I use concepts taught to me on a seminar from The Brief Lab.  What’s your products headline?  What would compel me to purchase?
  • Facebook: To separate my MLM posts from my personal feed, I have two different Facebook accounts.  The Sky’s the Limit to your Health is purely for my two MLMs and is private for those who do not want before/after photos.  This separation also builds a community of like-minded people who are achieving the same goals and they in-turn become a unique support system.  My personal Facebook get condensed MLM posts about my MLMs.
  • Hootsuite: This is my go-to for managing all my social feeds. It makes it easy to draft, schedule and voila, multiple platforms have my posts/tweets simultaneously. What’s the saying.. “Work Smarter, Not Harder”, that is Hootsuite at its best!

Social Stacey’s Business-Based Suggestions

The key in choosing platforms is to match it to what you are selling and the best way to showcase these products. Here are a few examples of how to match your MLM to a platform:

  • Instagram is ideal for those who need to show photos of their products such as before/after photos from weight-loss with Isagenix or benefit charts for oils such as Young Living Essential Oils. Here are some of my Instagram posts:

 

 

  • Periscope is ideal for those who need to provide a video demonstration, such as Younique make-up options and palettes or how to use Norwex supplies for sparkling clean house.

This list merely scratches the surface for Network Marketers who are looking for apps and platforms for their business.  The key is that a Social Media strategy is necessary and reduces the time a Network Marketer spends on marketing, and more on enjoying the financial freedom benefit of a MLM.

Social Stacey wants to know, which Social Sites do you use for Network Marketing and why?  Comment and share your ideas…  

#MLM

The War on Quick Photo Shares: Instagram Stories vs. Snapchat

By now, most social users have heard about, or are actively using Instagram Stories, Snapchat, or both.  There are many differing views on these apps, which is superior, preferred and which lead to the best business Return on Investment (ROI).   So, is the war on quick photo share apps like Instagram Stories and Snapchat from the perspective, the use, the businesses that use them, or the actual apps?  The only way to determine the winner is to break it down by each perspective.

User’s Perspective

BL1 Insta

Instagram’s newly added Instagram Stories allows you share as much as you want throughout the day. The benefit is that these photos and videos will disappear after 24 hours and won’t appear on your profile grid or in feed.  You’ll see stories from people you follow in a bar at the top of your feed indicated by a colorful ring around their profile photo.  To view someone’s story, you simply tap on their profile photo, at your own pace.

BL 1 Snap    BL1 Casper

Snapchat, the famous little white ghost is not to be confused with Capser, the Friendly Ghost.  In fact, Snapchat typically brings fear and worry to parents due to the fact that this app allows users to capture videos and pictures that self-destruct between 1 and 10 seconds.  While Snapchat has a “story” feature, my 13 yr old tells me it is not cool to use this feature and “no one uses it”.  Snapchat gets a bad rap by parents who feel they have less control and visibility into their kid’s photos and what content they are sharing with each other.

Business’s Perspective

How exactly is a business to choose between Instagram Stories & Snapchat?  The answer lies in their target audience.

Once businesses identify and plan how they will attract consumers and illicit reactions (aka: groundswell), they can then choose between Instagram Stories and Snapchat.  Li & Bernoff share a 4-step planning process to build this groundswell; People, Objectives, Strategy and Technology.  This process, along with their work on Social Technographic Profiles, can assist businesses in determining which of these platforms wins the war (and media budget).

The Social Technographic Profile indicates that over 50% of Alpha Moms are consumers when interacting socially and they tend to prefer consumer content greater than online adult consumers in the USA.  If your business is Networking Marketing (Isagenix, Young Living Essential Oils, etc) then your vote would be Instagram Stories as there is a larger portion of these companies targeting the Alpha-Mom.  This is because the app allows for these Mom’s to be spectators (watch videos, read ratings, read reviews) which is their preference of social interaction.

The Social Technographic Profile also indicates that Young Adults (18-27) are more likely to be Joiners who maintains and visit social sites such as Snapchat.   Gotter shares that 37% of Snapchat users fall in the 8-24 year old category, with 71% of its users being under the age of 25.  So, if your business target is under age 25, Snapchat could win your vote as a social advertising platform.

App’s Perspective

According to Page, Facebook paid an astounding $1 billion in 2012 to acquire Instagram. The Instagram acquisition let investors know that Facebook understood where the market was headed and was prepared to pay money to stay relevant to its clientele.

Facebook making the purchase of Instagram was key in the on-going battle again Snapchat.  Dunn captures the rocketing daily users of Instagram Stories to outshine Snapchat.

BL1 graph

On the other hand, Snapchat’s financial performance, according to Greenwood is considered substandard.  Apart from the criticism, Snapchat has 158 million users daily create 2.5 billion of its temporary photos and videos. Wall Street investment expert are opining that Snap started 2017 marvelously and it is really going public fast.

An estimated 200 million monthly active users send 700 million photos or videos each day, with approximately 500 million views per day (this study is different than Snapchat’s which said there are 8+ billion video views a day). Gotter also highlights a few key stats on Snapchat such as 100 million daily active users, reaches 11% of the US’s entire digital population and Snapchat has more users than Twitter.

Who do you think is the winner of the war? Leave a comment on which platform earns your vote and why!