2 Simple Ways to Personalize Your Marketing Outreach

How do you personalize your marketing outreach so that you will reach the right people?   When a new company attacks a market, they often take a niche approach. They try to speak to an audience that is currently underserved by existing players with a message or feature that resonates. Whether you call it thin edge of the wedge or establishing a “beachhead,” the logic is that every group, down to the individual person, has slightly different preferences. That’s why there are so many cereal options at your grocery store. With digital marketing, you’re able to take this personalization to the extreme. In fact, according a recent Forrester survey, 63 percent of marketers rated personalization as “extremely important” to their long-term goals. What’s more, an Adobe survey of marketers tapped personalization as the most important feature, above big data and social. The two easiest ways to personalize your marketing outreach are through email campaigns and Facebook ads. Here’s how you can implement these tactics into your customer strategy. Email Campaigns If you do any kind of email marketing, you should almost certainly be using an ESP (email service provider) that integrates with your database of customers and allows you to sort based on different attributes. We use the ESP Klaviyo, though I’ve also heard good things about Customer.io and Vero. When someone places an order with our company, Blank Label, we send basic purchase information to Klaviyo, including customer name, product, price and time of purchase. From there, we can create different lists, such as one for customers who have only purchased dress shirts, and another for people who haven’t purchased in the last 12 months. The...

8 Cutting-Edge Publishing Platforms Worthy of Your Company’s Marketing Spend

  What are the best publishing platforms for marketing your business online?   How do you get the most out of a limited marketing budget? You research as many available tools as you can before choosing the best one for your company. The same goes for publishing platforms. But if you don’t have the time to look into every new platform out there to find the best publishing platforms for marketing, fear not! We’ve gone to the experts to find out what the best publishing platforms are and which will give you the best bang for your buck. Question: What is one newer publishing platform you will be investing marketing dollars into utilizing in the next quarter and why? MARK SAMUEL Fitmark Twitter Ads “We’re looking into spending money to boost posts on Twitter and utilize it as a strategic advertising platform in the coming months. We use Twitter daily and have grown a great organic following. However, we believe their pay-to-play platform to grow our following, plus being able to target specific current and would-be customers, is beneficial for long-term growth on that social channel.” @markalansamuel DOREEN BLOCH Poshly Inc. LinkedIn’s Publishing Platform “LinkedIn is now a publishing powerhouse, so it’s an ideal place to invest more marketing dollars. LinkedIn’s Publishing Platform is fantastic for long posts, and there is built-in virality among busy professionals due to the strength of LinkedIn’s network. Sponsored Updates on LinkedIn can target a user’s exact job title and employer, and LinkedIn Groups are a great way to build community.” @DoreenBloch LANE CAMPBELL June A Physical Event “I’m hearing good things about an old platform called throwing a physical event. I might...

10 Game-Changing Business Strategies From a Serial Entrepreneur

Want to take your company to new heights? Consider these game-changing business strategies.   If you’re an entrepreneur (or even if you aren’t), you’re constantly looking for ways to improve your business. Here are some game-changing business strategies that can help you take your company to new heights. There will come a time when your company is no longer a startup or small business. I’ve been there. Back in 2011, I started Pixloo, a virtual platform for selling your home, with my mentor and fellow entrepreneur, John Rampton. We slaved away for eight months before launching the business. When we finally went live, it was incredible. We had thousands of customers every day. We then sold only 42 days later to a large real estate firm. Despite all the problems we had along the way, I also learned what it takes to get your startup to the next level. Here are some of the key business strategies: Revisit Your Business Plan Often Your business plan isn’t set in stone, and it will change as your business evolves. Revisit it to re-assess goals once you see what’s working and what’s not. Then make adjustments as necessary. This is a fluid work in progress. Plus, it’s helpful to remember what your initial goals were and the steps you took getting there. Our business plan changed three times before we officially launched. This will happen as you innovate and pivot. Revisit your business plan and adjust as needed. Up Your Social Media Game Many businesses benefit from a social media presence and a social media manager. If your social media analytics aren’t where you want them to be, consider hiring a professional to...