My Visit to All The Social Ladies with Carrie Kerpen

 

I’m so excited to share my recent “All the Social Ladies” podcast with Likeable CEO Carrie Kerpen. In this podcast, Carrie takes a deeper look at how I use social media both personally and professionally. We dive into the world of financial social media marketing, the challenges my team faces, success stories, and we revisit my first job as an asbestos paralegal and how that drove me into the social media world. 

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A huge thank you to Carrie Kerpen and her amazing Likeable team for having me joint this amazing podcast series.  Have a listen and let me know what you think using #AllTheSocialLadies. 

The Do’s and Don’t of Marketing Automation

Over the past few years’ marketing automation has rapidly evolved and has enabled marketers much needed ease in performing daily tasks at work. One of the most important things to remember before embarking with marketing automation is to remember that it’s a technology not a strategy. It’s simply a tool available to help leverage the desired results from a more cohesive and planned strategy. Marketing automation should allow your brand and people the ease to take advantage of the efficiencies gained by focusing times and efforts on other parts of the business, while automating otherwise time consuming tasks.

Below are some of my do’s and don’ts of Marketing Automation.

Don’t commit email spam by merely automating the recipient’s first name, you must step up your game and deliver more personalized and engaging content. You must ensure emails sent through automation are customized for the individual reader, and leverage the sophistication of your platform. Your clients must feel as though they’re receiving communication from humans, not robots.

Do leverage data and analysis to make automation work for your brand. Review, revisit, measure and adjust to understand the full range of data triggers from your campaigns and get the most out of your automation. Take advantage of the rich behavioral data provided by marketing automation to create more focused, personalized, and successful campaigns.

Don’t automate the wrong things especially at the wrong times. Understanding when and where you audience lies is crucial before embarking on any campaign. It’s crucial to hit your audience through email when they’re most attentive based on past testing and analysis. When it comes to social media it’s important to take the time to write a compelling and appropriate channel for each platform. Avoid being a bot and posting irrelevant content when your audience is offline.

Do take advantage of workflows within your system and ensure you have a clear user journey set. People come into your sales funnel at different times and familiarity with your brand. Ensure you have clear paths set based on the leads past habits to allow them to progress through your sales funnel at their own pace. Use lead nurturing to setup re-engagement campaigns to revive interest in leads who have gone inactive. It’s crucial to use lead scoring and grading to automate leads qualification to further take advantage of seeing how good a fit they are for your brand, but how much they have engaged with your site.

Automating your marketing shouldn’t be an intimidating task, although it can seem daunting at times. When successfully leveraging all the resources available, you’ll quickly see the results pay off. I would love to hear your thoughts, please leave a comment or send a tweet @MarissaPick.

Getting stuff done.

marissapick:

Great Post from my colleague Anna Lee, “Laugh at perfection. It’s boring and keeps you from being done” – The Done Manifesto

Originally posted on Small thoughts, big ideas.:

girl-hairstyle-messy-bun-style-favim.com-Perfection is the destroyer of making stuff happen. Tweet this.

Sometimes, it’s ok to do just enough.

I’m not suggesting you be the kind of guy who wraps duct tape around a broken leg and calls it a job. Be smart, ninja’s.

I’m just saying that sometimes, ‘done’ is better than ‘perfect’.

“Laugh at perfection. It’s boring and keeps you from being done” – The Done Manifesto Tweet this.

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Take a Minute to Relax and Breathe…

Someone recently shared a great article with me on Twitter.  It wasn’t loaded up with statistics, graphs, quotes, or any other information, it simply was entitled, The Most Important Two Minutes of Your Life

It’s a simple article on meditation and relaxation, and reminds us to take a moment and focus on our breathing.  Focus on your breath as it goes out of your body, and comes back in, and so on… Whenever you’re having a bad day, a stressful day, feeling overwhelmed just take a minute and do this for two minutes a day. Whenever i’m feeling stressed out I try to focus on my breathing and get to a happy state.  It’s not something i’ve mastered, but throughout the past few months i’m working on taking a minute to relax and breathe and find a happy place.

Practice the Habit. 

“If you want to conquer the anxiety of life, live in the moment, live in the breath.” – Amit Ray

 

The Importance of Reflection

In a world where we are constantly plugged in and connected it’s sometimes nice to take a digital detox and get some fresh air. After leading the social media team for the Business Marketing Association’s annual global conference in Chicago, I decided to enjoy some of the beautiful weather outside. ( A proper post with insight into the #BMA14 to come shortly!).

I find some of my greatest inspiration and ideas come while wandering around with no place to be and no plan or meetings tying me down. I’m excited to get back to work with my new outlook from my conference this week, but also to enjoy this beautiful day in Chicago!

By three methods we may learn wisdom: First, by reflection, which is noblest; Second, by imitation, which is easiest; and third by experience, which is the bitterest. – Confucius

What inspires you? Tweet me @marissapick and let me know!

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Four Critical #SocialMedia Mistakes to Avoid

Social media can be of a great benefit to a brand, however it can be detrimental if not handled property.  Still many companies are flocking to social media platforms for the one simple reason: not incorporating social media into their marketing strategy would be a loss to connect with potential customers while strengthening bonds with existing customers.  As social media has become the most popular online activity, companies need to be careful and mindful of how they’re using social media to avoid simple mistakes which can lead to the demise of customer engagement across their social media platforms.  Here are four critical social media mistakes for brands to avoid:

1) Using social media for selling, not conversing or engaging: Social Media is a place to build a personality and enhance a deeper relationship with your audience.  Social media users often don’t respond well to a hard sell.  Make sure your social media is a channel for starting a conversation, and engaging with your audience.  Building up trust and a repertoire is crucial and from there the only thing you need to sell your customers on is that you’re going to include them in the conversation.

2) Avoiding Controversy and Complaints: Let’s face it, social media is the perfect channel to vent and let our frustrations out.  Mistakes happen and as a brand you need to own up to them and let your customers know what you’re going to do to ensure they won’t be repeated.  Ignoring complaints shows you’re going to do your own thing, and that as a brand you are backing away.  Own your mistakes and man up! Make sure you have a plan in place for worst-case scenarios, and a social media disaster, it can’t hurt to be prepared!

3) #Getting #Hashtag #Happy on #SocialMedia: Using hashtags is a handy and effective tool, however sometimes they need to be used in moderation.  Using too many hashtags within a tweet or an Instagram post can come off too pushy. We’re already limited to 140 characters on Twitter so utilizing an image and text should speak volumes and stand alone, with a hashtag as a supporting entity.  Hashtags are fantastic for running promotions and enhancing searchability, however when used too often they can limit your ability to really amplify your message. 

4) Lacking a Strategy with Clear Business Objectives: If you’ve ever read my blog you’ll understand that i’m a firm believer in understanding that what you decide to do is JUST as important as deciding what you’re not going to do.  Make sure your brand has clear objectives set for utilizing social media, with a strategy for each social channel to help you achieve your goals.  Creating a strategy should include having distinct and measurable goals, thinking through your brand’s voice, and planning out a content calendar with clear goals in mind.   Setting a strategy and agreeing upon clear business objectives are the first two step’s in social media success.  

Social Media is About Reach and Engagement, see past the Dollar-Value Returns — Here’s What Marketers Should Measure Instead

A fantastic article published by John Heggestuen in Business Insider reinforces the idea that Social Media Marketing isn’t always about the dollar value returns, but should be focused toward new metrics that evaluate social media strategies in terms of audience-building, brand awareness, and customer relations. It’s important to have clearly defined business objectives and realistic expectations before launching a social media strategy, and the points below really emphasize the larger picture of what marketers should be measuring.

The recent Business Insider report, In-Depth Research On What Matters In Digital reviews how social media strategies are involving:

  • The decline of ROI metrics: Between 2010 and 2013, the percentage of marketers using a revenue-per-customer metric on social media dropped from 17% to 9%, according to the February 2013 CMO survey. The percentage tracking conversion rates also dropped, from 25% to 21%.
  • Even as the vogue for ROI indicators fades, social media budgets are ballooning. On average, top marketers expect to devote 9% of their budgets to social media spend in 2014, and 16% by 2018, according to the same survey.
  • Exceptions: Of course there are exceptions to the move away from ROI. Some social commerce applications and direct response campaigns will achieve measurable results on Facebook, or other social networks. And the end of the ROI-fever definitely doesn’t mean that all metrics can be thrown out the window.
  • The metrics to watch are audience reach, engagement, and sentiment. On Facebook, it’s always important to remember that due to algorithmic filtering, brand or business posts will only be seen by an average 16% of their fans.
  • Facebook shares are particularly valuable, because normal users’ posts are seen in a relatively high percentage of friends’ news feeds (compared to posts by brand pages); between 29 and 35% according to one study.
  • Improving the most common metrics: Insights, Facebook’s built-in analytics tool, offers great basic data for measuring reach and engagement. We show you how to transform those numbers into richer and more valuable metrics.
  • Post reach is the most fundamental indicator of reach on Facebook, but it’s important to track it relative to number of page fans and enrich it with complementary indicators. We show you how, and include screenshots.

The report also emphasizes the importance of reach and engagement as well as other benefits of social media below.  It’s a great report to reinforce that in order to embrace social media you must see past the immediate revenue and dollar value returns, and see the larger picture!

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Please leave a comment below, or tweet me @Marissapick with feedback, enjoy!

Meet Mike, Your Customer in 2015 (Infographic)

Meet Mike, Your Customer in 2015 (Infographic)

Always connected, opinionated and sharing it, requires immediacy, and so much more. This is Mike, and he’s your customer in 2015. With 34% of people turning to social media to air their feelings about a company, you better know what your consumers/followers are saying, and monitor and respond.

Some great stats in the infographic above. Tweet me @MarissaPick or share your comments below.

The Ugly Truth about Social Media.

marissapick:

Great post from my colleague Anna Lee about the truth of social media. Enjoy.

Originally posted on Small thoughts, big ideas.:

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  1. It’s really hard work.
  2. It doesn’t happen overnight.
  3. It’s not a magic bullet.
  4. It’s not free.
  5. You have to invest.
  6. ROI? LOL
  7. Not everyone is a natural.
  8. Engagement cannot be automated.
  9. Crisis plan. Get one. Or be sorry.
  10. There is absolutely no substitute for brilliant content.


Hhhhhhh.

Remind me again why we’re doing this?

Oh yes…

“The ROI of social media is your business will still exist in 5 years – Erik Qualman” Tweet this.

Back to it then.

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My guest appearance on FIR #B2B Show #6 with @pgillin & @allanschoenberg

This week I had the honor of joining Paul Gillin and Allan Schoenberg for their FIR B2B Show #6 titled Marketers Struggle With Reinvention.

Paul and Allan discussed the latest in B2B and Social Media News covering:

1) Recent research from Demand Metric reinforcing the importance of lead generation as just 9% of B2B marketers say they are highly effective at generating leads..

2) A study from IBM which discusses that although CMOs believe that advanced analytics play a significant role in helping them reach their goals, most feel their organizations are not in a position to leverage data to its full extent to gain a deeper understanding of the customer.

3) A new research study of 350 business buyers by the CMO Council and Netline finds that third-party sources heavily influence B2B buying decisions. That’s not surprising, but what’s depressing is that only 9% said vendors are trusted sources of content. “Marketing executives unanimously agreed that a solid content strategy is imperative for building awareness it requires them to position themselves as trusted experts in their field,” the report concludes.

During this podcast we discussed the numerous channels we use at my company Euromoney Institutional Investor to leverage social media across our publishing and events businesses, as well as the power we’ve found through paid advertising on Facebook, and the importance of word of mouth marketing. Click the link below to listen to FIR B2B Show #6 “Marketers Struggle With Reinvention.”

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Leave me a comment below or tweet me @MarissaPick to share your feedback with this FIR Podcast.