Not that long ago, consumers didn’t have information at their fingertips and businesses were often successful in using outbound sales and marketing methods such as cold calling and email blasts to close sales.
And, it’s been revealed that just 16% of organizations that use outbound methods feel it delivers ROI, 44% of direct mail is never opened, and 86% of consumers skip TV ads on recorded shows (Source: HubSpot)- Click to Tweet.
Today, the buyer and the buyer’s journey have changed thanks to the internet of things (IOT) and advancements in technology. Now, 57% of the purchase journey is completed before a customer has even contacted a business (CEB), and 67% of the buyer’s journey is now done digitally (Source: SiriusDecisions). Click to Tweet
Added to this, in 2019, there were 3.48 billion active social media users worldwide, which presents a huge opportunity for businesses to take advantage of.
The rise of social media usage has encouraged organizations to look into ways that can utilize the technology to improve their sales, which has led to the development of social selling.
So, what is social selling and why should you care?
I define social selling as the process of researching, connecting and interacting with prospects and customers on social media networks. It focuses on nurturing leads, building brand authenticity and building trust with your prospects.
Leading firms have taken advantage of social selling and have begun reaping the benefits it offers. Research has shown that 70% of sales professionals are active on LinkedIn for business purposes, 89% believe social networking platforms such as LinkedIn are important in closing deals and 64% of sales reps that invest time in social media are hitting their sales quota (Source: SuperOffice).Click to Tweet
As buyers are becoming more digitally savvy, social selling becomes a no-brainer. But to stand out from the noise on social media, it’s essential to provide value to your audience through high-quality content, insight and real conversations, to enhance each touchpoint that your audience has with you and your business, from awareness stage through to purchase.
What are the benefits that social selling offers?
It appeals to the modern buyer
B2B buyers have 12 to 18 non-human and human interactions along their buyer’s journey (Source: Sirius Decisions) Click to Tweet. 68% of buyers prefer to research products and services online (Source: Forrester) Click to Tweet.
With this in mind, it’s essential that you develop and push information and content on social channels that resonate with your target audience and provide the solution to their problems.
This will enable you to influence their choices and position your business as front of mind.
2. It allows you to build “real” relationships
How many cold calls do you actually answer, listen to and respond to?
If you’re one of those people that frantically hangs up, cursing as you put your phone down you are not alone. Research from Citizens Advice has revealed that 67% of British adults say that have received an unwanted telephone call and 92% of people don’t trust companies whose sales representatives contact them by cold calling. Click to Tweet
With this said, it’s time for businesses to break down the barriers around selling and get on the same page as their customers. Social selling supports this, as through social media listening tools, you’re able to listen to topics and conversations that are relevant to your industry. This technique will not only give you insight into what’s important to your prospects but it’ll also present new opportunities and leads, giving you an easy way to engage and reach out to potential customers in an appropriate, non-intrusive way.
3. Your competitors are already using social selling
71% of all sales professionals are already using social selling tools, so if you aren’t you may be putting yourself at a disadvantage (Source: LinkedIn). Click to Tweet.
For example, Microsoft is one organization that has taken hold of the power of social selling. Their social selling pilot program started with 15 people selling Microsoft Azure through their LinkedIn accounts to find their own customers. This boosted the productivity of their team by 38% and led to the program scaling to 3,000+ sellers.
4. It builds your social capital
Social capital is built when someone in your LinkedIn network has a problem or an issue and they automatically think and turn to you for help. This will happen when you have positioned yourself correctly on social networks with your activity.
To gain social capital you’ll need to consider social proximity, and your connection philosophy. Instead of connecting with just anyone, connect with people in a targeted manner, and with those who you can genuinely help. Next, you’ll need to ensure your social presence is up to scratch.
Present and share your insight and knowledge and contribute towards discussions and groups to build it. This will enhance your online visibility and will strengthen your social capital.
5. The Mere Exposure Effect
The Mere Exposure Effect was first spoken about in 1968 by social psychologist Robert Zajonc. This social phenomenon states that the more a person is exposed to something, the more they’ll develop a preference towards that thing over time.
Social media gives businesses the ability to tap into this theory through regular and consistent posting and updates. When you’ve created and put into action a dedicated strategy, you can begin to utilize social media channels to your advantage and ensure that you have messages trickling through all the channels that your audiences use, creating multiple touchpoints with them.
However, it’s essential to remember to not just share sales messages and calls-to-action. Instead, share content that adds value to your followers, and offers insight and information.
If you fail to prepare you are preparing to fail…
The infamous quote from Benjamin Franklin couldn’t be truer when it comes to achieving social selling success.
To successfully leverage social selling, you need to optimize your social channels to showcase your expertise. And, it’s the little things that make the biggest difference. For example, research from LinkedIn revealed that members with a photo receive 21x more profile views and nine times more connection requests compared to those that don’t. Click to Tweet
So, what do you need to do to give a positive first impression on your social channels?
Here are my top tips:
Post a professional head and shoulders image of yourself
Write your bio/summary to highlight your expertise and what you do on a professional level
Include links to your website and other social channels to encourage visits
Utilize hashtags that your prospects follow
Create lists on Twitter to monitor content from specific accounts
On LinkedIn include your job title and keywords in your headline, ask for recommendations to boost your credibility and join LinkedIn groups that are relevant to your industry and begin networking in them
Social selling best practices
Once your profiles are ready to be rolled out it’s time to kick off your social selling strategy. Effective social selling takes time and must be consistent to build meaningful relationships with your audiences.
Start by creating a plan and setting aside time to dedicate yourself to building your social presence. Being present on multiple social channels can be time consuming, but if you spend 30 minutes every day monitoring your channels, engaging with others and posting content it’ll help ease the pressures and ensure your feeds are always up to date.
Create and stick to a content plan
By creating and sticking to a content plan you’ll ensure that there is structure to your posting on LinkedIn.
The purpose of a content plan is to create meaningful, cohesive, engaging, and sustainable content that engages, resonates and attracts your target audience. In today’s social web environment, getting the right message to the right customer at the right time is crucial. And, to stay front of mind, build rapport and trust and position yourself as an expert, you’ll need to have a solid content plan in place.
Take advantage of social listening
Earlier I mentioned social listening, and it’s essential to factor it into your social selling strategy. So, create and use social lists and monitoring streams to collate what people are saying about you, your company, your industry and competitors, and identify what questions they’re asking and topics they are talking about.
Focus your content on providing relevant, informative posts and content, when your audience wants it. This will position you as a thought-leader and build your personal brand. It’ll also help you create relationships with your prospects and gain their trust.
Maintain relationships once you’ve created them
Once you’ve made new connections it’s important to stay engaged with them over time. So, comment on and like the content that is posted by your prospects.
And, be sure to offer advice and guidance to them and contribute to their conversations in a meaningful way if they ask questions.
Success stories from other customers have a lot of weight, and research from Pretty Links suggests 92% of buyers trust recommendations from peers and 70% trust recommendations from strangers. Click to Tweet
By gaining and sharing third party testimonials you’ll start to build your credibility with prospects and it’s more likely that they’ll begin to trust your business.
Tracking metrics such as likes, comments and shares will allow you to identify the types of content that resonates the most with your audience. And, it’ll enable you to determine if your social selling activities are paying off.
In addition, by establishing what content is getting the most engagement you can adjust your content so that you’re producing more of what is preferred by your audience. For example, if you notice content about a particular topic is getting high levels of engagement, this will suggest that your audience is interested it in, so why not produce more and give your audience what they want?
Understand when to take your connections offline
To land a sale you’ll need to escalate the connection with a prospect by offering them a call to continue the conversation offline and on a deeper level. And, it’s important not to try and push a call before prospects are ready as this will damage all of your nurturing efforts.
Do you want to add a personal touch to your sales strategy?
Does reaching out and building relationships with important businesses and customers make you happy and increase the number of sales your business makes?
It’s true that strong communication between a business and a potential customer is crucial to enhancing sales.
Just think about it; let’s say you build a good daily relationship with your local newsagent. You become familiar with the people that work there and the value of the deals in the shop. This encourages you to return and buy more from that newsagent.
Today, you can bring this relationship to the next level by personalizing your sales. By capturing information such as buyer data, online purchases and social media activity, businesses can tailor sales to the customer in the most personal way possible.
Moving leads through your pipeline needs a clear plan and strategy. If you try to sell without a defined strategy, you are likely to miss out on potential sales.
A good place to start is determining how the sale will affect the customer’s business. You are likely to capture attention by making the customer aware of the positive changes that your sale will bring.
This post shows you the best ways that you can improve your sales strategy in 2020, including keeping your first email short and sweet, creating buyer personas and using storytelling.
1. Keep your first email to the point: You need to truly engage your prospect in the first email. They will likely have hundreds of emails to get through, so yours really needs to stand out from the crowd. Keeping things simple and showing that you have done your research is a good place to start. You don’t need to pitch your solution immediately. Establishing trust with the lead is the important first step you need to take. The first email is better off being short, possibly bullet pointed and as clear as possible. It should be clear why your solution is relevant to the prospect. You should arrange a meeting with the prospect in the first email. This is then followed by a simple summary of what you like to discuss.
2. Understand the company’s challenges. Following the first call, you are likely to have a better understanding of the company’s challenges. This can be used for greater personalization in the next phase. For example if the business told you they had an issue with their CRM and you were selling this service, you can use this to your advantage. Sharing valuable content that provides solutions to the company is a good next step. By reaching out to them and sharing an article about alternative CRMs, you will show that you listened to your first conversation and care about helping them. Building a relationship with the prospect is always important to improving your sales strategy.
3. Add that personal touch to your sales strategy. We all want to feel valued in a business relationship. This is no different when it comes to sales. Adding that personal touch when discussing a potential sale will set you apart from the crowd. This can be anything from finding out more about the prospect’s hobbies and interests, or the sports team that they follow. This is usually best achieved after an in-person meeting, where you can give them a handwritten note about something they are interested in. You can establish trust with them quickly as this is a physical connection that will help create a bond.
4. Become trusted. Becoming trusted in sales is hugely important. Once you build a strong relationship with a customer, this can then snowball into further relationships such as becoming partners. A sale does not have to be the end of the relationship! Once you become trusted you will become a partner of the client. This can lead to upselling and more renewals, which will increase revenue for your business. You will also get more referrals from being trusted. It’s common sense that customers will refer to someone that they know and trust. Whether it’s a sales strategy for startups or a sales strategy for real estate, building relationships is key for improving your sales strategy.
5. Don’t get it wrong! Making sure that you don’t get it wrong when it comes to personalization seems obvious. However it’s surprising how many people do get it wrong! You need to promote products that are relevant to the prospect. It’s also important to get the name, gender and other personal information right. You need to be sincere when reaching out for the potential sale, otherwise no one will take you seriously
6. Be relevant. Always try and provide value to the person you are talking to. With this at the back of your mind, you will keep the prospect genuinely interested in what you are saying to them. Your content needs to be tailored to the person you are talking to, so watch out for spam like emails or badly personalized content.
7. Honor your commitment. It’s important to deliver what you promised once you have built a relationship with the prospect. Let’s say you tell them you will provide a discount on the product. You need to honor this. If you forget to give them the discount or take too long in giving it to them, then the prospect might feel that the relationship is not being respected. This comes back to nurturing the prospect in the sales funnel and keeping them satisfied with the business relationship.
8. Be careful with personal information. It’s no secret that businesses are collecting more personal information about customers than ever before. This doesn’t make everyone feel comfortable though! Be careful with the amount of personal information that you show to potential customers. They won’t want to feel as though you are stalking them!
9. Create Buyer Personas. It’s essential to develop clear buyer personas for your brand. With these in mind, you can target your product to the type of person that will be interested in your product. Having precise data about your customers is a must have, so make sure you have the best resources available to you. Let’s say you are developing a sales strategy for hotels. If you own a hotel that also features a golf resort, you can target your hotel to people who play golf. Similarly if there is a state of the art leisure centre you can focus on people who are interested in fitness.
10. Provide the solution to the problem. When you start your sales outreach, remember to relate to the problems that the business is facing. The potential customer likely won’t be interested in your pricing plans or product features at this early stage. That’s why it’s important to do your research to try to understand what issues the prospect is facing and how you can solve them with your product. This level of personalization will capture the prospect’s attention immediately. It shows that you have put work in to helping them. You understand what they are aiming to do and which obstacles they will face. Instead of talking about how great your product is, show how your product provides the solution to their problems. They are also much more likely to become loyal customers if you take this approach
11. Showcase end results of your sales strategy. Another thing you need to highlight when you are selling your product is the end results it will provide. They need to know exactly what will happen as soon as they start using the product. People want to know how their problems will be solved quickly and easily by using your solution. If it’s the first time they are using your type of product, you need to show them how to get set up, how much time it will take and the amount of support they will have available to them. It would also be good to show them the expected results short-term and long-term from using the product. This will motivate them to stay with the product as they will also want to succeed
12. Be flexible. It’s important to remain open minded when trying to close a sale. Different businesses will have different objectives and issues, so you need to change your approach depending on who you are talking to. Again, solving the problem of the person is key to being successful in sales. And everyone will have different issues! Make sure to always be open to solving the problem. Don’t say that you can’t or it’s not possible to provide a solution. If you are unsure of how to help the prospect, tell them that you would love to assist them and go away to research the issue. Even if this means offering a minimum order quantity you will come closer to closing the sale and remaining flexible to the situation.
13. Start with smaller markets. Having clear segmentation for your product is crucial. You need to define small groups of people who share a common problem that you can solve. By doing this, your sales strategy will feel more personal and be much more effective. Think about it – your pitch will be so much better if you have a similar and smaller group of people to target. This will allow you to improve on certain areas of your sales pitch and help to keep the prospect engaged.
14. Reach out to the decision maker. You don’t want to waste time talking to someone who doesn’t make the decisions in the company. Reaching out to someone who makes crucial decisions for the company’s future will always improve your chances of making a sale. Finding the right person is an important skill to master. Platforms such as LinkedIn are probably best used for connecting and messaging the people in control. It also allows you to identify the CEO/Marketing Manager of the company by job title. You need to provide value upfront to the decision maker and initially not expect anything in return. By building the business relationship in this way, you can provide immediate value and get that value back as the relationship develops.
15. Use storytelling. It’s true that storytelling is important to capturing your lead’s attention. Telling an effective human story that involves your products is sure to keep the prospect engaged. People have always been interested in great stories, and it’s no different when it comes to sales. Storytelling is also a great way of building trust with potential customers. You can tell stories of how previous customers overcome their challenges by using your product. This will make them trust you enough to go to the next stage and use your product.
16. Stay attentive during sales calls. This should be an obvious one, but you need to concentrate during your sales calls! The person on the line needs to feel that you are giving them your undivided attention. If you are calling from a busy and loud office space, try and move somewhere quieter where you can 100% concentrate on the lead. Constant communication during the call is a must, as well as being an active listener. This will allow you to respond to anything the person asks you during the call. Keeping engaged really is an essential part of making that sale!
17. Listen carefully to your prospects. Similar to the last point, but you really need to listen to what your prospects are saying. You will get valuable feedback on the quality of your product from these calls. This can be shared with your team to gradually improve your product and also to keep your prospects happy. It’s also important to determine whether the feedback is valuable or not. Try not to share feedback or implement changes that don’t fit into your roadmap or from people who are not in your target market.
18. Using the BANT framework. It’s important to use the BANT framework when qualifying leads. This stands for budget, authority, need and timeline. Does the prospect have the funds to allow them to buy? Are you talking to the key decision maker in the business? Is it possible to solve their problems? Over what time period are they planning to invest in a solution? By asking these questions, you can quickly determine if the prospect has a need. If they have short answers then it could mean they are not interested.
19. Knowing when to automate. Streamlining your sales process with great automation tools will save you time. Automating steps of the follow up process is always a good idea. Any task that doesn’t need you there should be automated with great software! Ask yourself the following questions; Can it be eliminated? Can it be automated? Can it be delegated?
20. Getting the timing right. Creating effective and timely follow-up emails is an important strategy. If someone doesn’t respond to your first email, don’t worry! You need to think about how you will capture attention in your follow up emails. A simple message, asking for an opinion on the first email usually works well. You can also provide interesting results that have helped customers, or share valuable content. If you plan this email sequence over time, you are likely to get results!
21. Use internal growth strategies. Keeping an open mindset and trying everything with your sales strategy is always a good idea. If you are in any way unsure of your sales strategy, trying things like email marketing, video marketing or setting up appointments with people is a good idea. This will allow you to understand what’s working in your sales strategy and what isn’t. After implementing these ideas, make sure to follow analytics and decide which idea is working best.
22. Achieve a win-win. Trying to achieve a win-win is a crucial strategy in any area of business. You need to provide value to the person you are communicating with. This way both parties come out benefitting from the conversation. Think about it from their point of view. You want to get a sale across the line, but they want to receive genuine value for their buck and be satisfied with the product. If you keep this in mind you are much more likely to succeed.
23. Be honest about risks in your sales strategy. Be honest about any risks related to your product. This will be appreciated by the person you are selling to. As well as highlighting the best aspects of your product, you should tell them about any possible risks from using it. This will show that you are an honest salesman/saleswoman, and are much more likely to be trusted. For example, with a sales strategy for solar products you would need to tell the prospect of any risks from using the solar product.
24. Have a strong mindset. You need to have a strong mindset when it comes to sales. There is no doubt that you will receive plenty of rejections when you start off. Becoming used to this and taking rejections as a positive is a good place to start. Any great business starts by having people who are not afraid of rejection and will continue to work on if they are being told no.
25. Give demos of your product. Showing the prospect how your product works in person is always a great idea. This will help them to understand how the product works, and how it might solve a particular problem for them. It’s best to meet the prospect in person and show them face-to-face, as this develops trust and a clear demonstration of how the product works.
26. Using the PAS framework. The PAS framework is a great concept to have in mind when approaching sales. This stands for problem, agitate, solution. Again, finding the problem that your product will solve for the prospect is essential. You need to identify what the biggest problem is. Then, you need to agitate them by reminding them of how dangerous this problem is. You then need to present your product as the number one solution to solve this.
27. Be Helpful. This seems like an obvious one, but it’s always important to remain helpful. During your sales call or meeting you need to assist the person in the best way possible. Make sure to answer any questions quickly and clearly. When discussing a potential sale, you need to personalize for the prospect and ensure they know you have done your research.
28. Ask for a referral. Usually when you ask for a referral there is rarely a follow-up. You can get higher quality referrals if you take your time and identify your prospects in advance. A good way of doing this is on LinkedIn where you can browse connections and previous companies they have worked for. Giving your connection a referral candidate and handing them the ammunition to contact them straight away makes everything easier.
And there you have it! These are 28 simple ways that you can evolve your sales strategy and grow revenue. From providing solutions to prospect problems, using the BANT framework and having a strong mindset, these ideas allow you to bring your sales strategy to the next level and create a better selling experience for both you and the prospect.
David Coen is a Digital Marketing Associate for Design Wizard. Having completed an MA in Journalism and Certificate in Digital Marketing, David enjoys building relationships with bloggers and social media influencers! He realizes the importance of long-lasting relationships with like-minded businesses and aims to help them with easy-to-read content.
Cycle for Survival is important to me. This year I’m participating in my 9th year of Cycle for Survivalon February 1, 2020.
I’m raising money for rare cancer research. Why? For my father, Richard.
My father, Richard, was diagnosed with stage four Hodgkin’s Lymphoma two years ago. He’s been kicking cancers ass after numerous rounds of chemo, immunotherapy and a stem cell transplant, he is in remission and doing well. He’s been fortunate to benefit from cancer treatment and advances, but not everyone is as lucky. I ride for my dad, but also for those who aren’t as lucky as him.
I encourage you to visit my fundraising pageand make a donation that will truly make a difference. Here are three reasons why I hope you will support my ride:
1. Rare cancer research is underfunded, leaving people fighting these cancers with few options — sometimes none. Because of the generosity of people like you, Cycle for Survival is changing that.
2. 100% of your gift (yes, every dollar!) will fund research led by Memorial Sloan Kettering Cancer Center to advance new and better treatments. All funds will be allocated within six months of the events. Cycle for Survival will share what was funded and continue to keep us updated on progress.
3. Discoveries will benefit cancer patients everywhere. Memorial Sloan Kettering treats hundreds of subtypes of cancer each year and collaborates with institutions around the world.
Yesterday was my birthday! Not my actual birthday, but the birth of my business. One year ago, I was hired by my first client and officially became a consultant.
It was the scariest, yet most exciting and satisfying decision I’ve ever made. Would this work? Could I really make a living being my own boss? Luckily for me, the answer has been yes. Early on, I took a number of interviews and phone screens and drove myself crazy, but after I turned down a great job offer early into my venture and made the decision to fully commit and haven’t looked back since.
Throughout my career, I’ve led global teams, traveled the world and managed numerous agencies and consultants. To this day, I continue to learn from my mistakes and re-calibrating for ongoing success. I’m constantly learning how to figure out what I don’t like doing or where I struggle so I’m able to get help.
Below are some takeaways from the year that was, I hope you find these helpful!
“You must learn from your past mistakes, but not lean on your past successes.” – Denis Waitley
Small successes feel absolutely incredible.When I worked for other people, achievements in the business were exciting, but they never really felt like my successes since they were part of a greater organization. Now, every time something exciting happens, I feel like an owner. Every step forward motivates me and pushes me to work harder since I know what it took to achieve. It feels good to know that anything I’ve achieved is well earned.
Set Goals. If you start a business with some success, your offerings and mind may shift. It’s like a little alarm telling you that you did something you once thought impossible, and now nothing really seems very impossible. It’s exhilarating however it can open up the flood gates allowing a million ideas that you may way to do roll in. I recommend that you set a quarterly goal for your business. Make it specific and set up an action plan to help you achieve it. It’s easy to get sidetracked and over promise to clients but staying true to myself and the goals I set for this past year has worked (so far!).
People don’t understand what I do, and that’s okay. Friends and family may not always understand or consider my job “a real job” since it’s outside the normal “full-time” description. I don’t work 9-5 in an office or a traditional setting. Others perception has been one of my major frustrations over the last year. My business is important to me and it makes me happy. I try to share what I do in a way that people understand. I’ve learned there are ways of having productive conversations and getting what you want out of an interaction. It’s been helpful for me to be honest with my friends and family about where I’m at with my business and letting go of any frustrations I maybe holding onto.
Support is key. I’ve always loved having alone time, but I get a bit stir-crazy being home all day. Building a great business means you need a great network of people to help you. Getting out of the house and doing work from a coffee shop or a friend’s couch has been a lifesaver. I’d describe myself as a creative soul and often I get ideas from my friends within other industries and outside of my house. I encourage people to build relationships with the people who can help to get your business idea off the ground. Connect with individuals who will give expert advice and save you from making startup mistakes and take a break to network and get out!
If you’re thinking about it – do it! I’m a firm believer that things always work out the way they should. It they don’t at first, you have to keep fighting through. Too many small businesses fail because they were never started in the first place, if you have an idea then give it a shot. I’ve been able to eliminate hours of commuting, travel, busy work for others and so much more. And what’s the best part? Having the ability to spend more quality time with my children and family. Until this past year, I never had time to join my children’s activities at school, meet friends for coffee whenever I wanted too, visit my parents in the middle of the day, or have breakfast with my children. My life was a state of constant rush, drop the kids, rush to make a train or an early call, work and hustle to catch another train home to grab the kids from daycare to get home in time to put them to bed. After my second son was born, I had a harder time spending 11+ hours away from my boys in daycare every day even though I was only in the city a few times a week. I wasn’t happy and it was really taking a toll on me and my husband realized. He pushed me to follow my dream of setting up my own business and has been my constant cheerleader over the past 365 days. He believed in me and kept me going, and for that I’ll be forever grateful.
It’s been a wild ride this past year, but one I plan to stay on for some time! I’d love to hear any advice you may have for a small business owner or someone new to entrepreneurship. Please leave a comment below or reach to me directly!
The article found that the biggest event technology trend is the use of integrated and aggregated data, bringing together information from multiple devices, event apps, event management platforms, social media, and back-end systems like CRM applications (which is, incidentally, exactly what the G2Planet platformwas been built for) to give event professionals a holistic view of what’s happening tosupport data-driven decisions at both the operational and strategic levels.
Check out the fullarticle to see the insights from the other event professionals included. Below is the insight I shared within the post:
Data remains top-of-mind and crucial for event success into 2020. Successful companies are using analytics tools such as social listening, mobile apps, lead generation, and more to better meet the needs of their clients and personalize and improve the overall experience.
Pre- and post-event surveys are helpful to collect data and suggestions to help shape the agenda, collect feedback, and more, but successful companies will capture data in real time.
Geolocation data can help to personalize the event experience by highlighting activities attendees can check out nearby, alleviate overcrowding and event bottlenecking within specific spaces, send push notifications, collect input and more.
In the past I’ve used technology to collect responses from attendees in real time and develop custom graphics for our social media channels to collect our onsite and virtual audiences. Numerous technologies allow delegates to respond in real time and engage with the event to gamify the experience while providing insight to help shape their experience. Personalizing the event experience is key for success and can help to solve real-time event problems and create a memorable experience for delegates.
Tom reached out to me over the summer asking for my advice regarding what would help me to do my job more effectively. I thought for a few days before sharing my feedback with him. After receiving responses from several other thought leaders he found that several of us mentioned things like needing more hours within our day, many expressed a desire for more support and understanding from management and clients. All of us featured provided an array of answers and I shared the below advice:
“More hours in my day!
Seriously, sometimes days fly by and some days drag on, but when it comes to events it’s always that last minute rush of things coming together which can prove challenging at time.
I often find myself in a last-minute crunch and having to prioritize what really needs to get done at any given time. With two kids and my own consulting business, I’d say I’m a multi-tasking Momma, and working smarter and not necessary harder at all times is what’s helped me to get ahead over the years.”
What do you think? What would help you work more effectively? As my children are both back to school and settling into new routines I’m reflecting on my advice and enjoying reading other’s insight and commentary. The photo below was taken after my older son’s Lucas first day at his new school. We walked down the path to my car together as he told me all about his day and he reflected upon his day within a new environment with new teachers and friends. As he described his day it was refreshing to hear a fresh perspective from someone taking it all in, a sponge if you will. I constantly try to work more effectively and clean in and reflect, prioritize and improve and as I settle into my new routine I hope to continue to do so into the end of the year.
Guest Post: Understanding Your Customers by Jenna Hegarty – Adtaxi
As digital advertisers, we are constantly trying to determine the optimal targeting for our SEM efforts. Understanding your customer personas, the profiles that represent your ideal customers, will help you tailor your digital marketing efforts and set your campaign targeting effectively.
While there are a handful of methods you can use to understand your customer base, including market research, surveys, polls, and social listening, one of the best ways is to dive into your site & campaign analytics. Google offers two tools that can help you quickly understand your audience: Google Analytics & Google Ads Audience Insights.
Using Google Analytics for Audience Research
Google Analytics is a rich source of information about your customers. You can see where your site visitors came from, which terms they searched to find you, how much time they spent on the site & more. You can also find valuable information on your customers’ interests, age, gender, location and even which device & browser they used.
Audience Reports in GA
Google Analytics Audience Reports give detailed information about who visited your site. Audience Reports contains over 15 subsections, but we will focus on Demographics & Interests here.
The Demographics report gives you insight into the age and gender of your site visitors, and each demographic group’s behavior on the site. The overview gives you a high level demographic breakdown of users by age and gender, and you can toggle through other key metrics like sessions, bounce rate, and session duration as well. The Age & Gender reports give a more granular look at each age group’s or gender’s behavior on your site, including bounce rate, pages per session, duration, and goal completion.
The Interest report in turn gives you a psychographic view of your audience. Google Analytics segments interests into three categories: Affinity, In-Market, and Other. Affinity includes users with a more general interest in topics, such as “Cooking Enthusiasts” or “Travel Buffs.” In-Market includes those users at the bottom of the funnel who are ready to convert, with more specific segments like “Home Decor” and “Hotel & Accommodations.” Other categories is similar to Affinity, but provides a more granular view, for example “Home & Garden/Bed & Bath/Bedroom/Bedding & Bed Linens.” Like the Demographic overview above, the Interests overview breaks down key metrics by each of the top ten interests in each category, and you can drill down into each category’s report acquisition, behavior, and conversion metrics.
Understanding the demographic & psychographic composition of your customers will not only ensure your campaign settings target the users with the highest conversion or goal completion rates, but also inform the creative, ad copy, and overall messaging of your marketing efforts. These reports can also help you gauge whether your campaigns are, in fact, sending the right visitors to your site. You can even use age, gender, and interest segments to create remarketing audiences to use in Google Ads.
Using Google Ads Audience Insights for Audience Research
The Google Ads audience insights tool helps you learn about who your converters and website visitors are, as well as find new audiences to target. Audience Insights is housed in the Shared Library under the Audience Manager.
Google Ads Audience Insights report
The Audience Insights report is a valuable resource for determining where, when, and to whom you should be advertising your products or services to drive conversions for your Gmail, YouTube, & display campaigns, and can also help you choose more relevant keywords & messaging to implement in your search campaigns, set bids, and more. Audience Insights benchmarks your website visitors against the United States on demographics, location, devices and interests. For example, the traffic for one of our clients in home goods retail is 66% more likely to be female and between 35 to 54 years old, 42% more likely to be parents, and 76% more likely to be visiting from a computer than the general US population. We also know that our visitors are 10.3x more likely to be in-market for “Kitchen & Bathroom Counters” and 3.2x more likely to be “Beach Bound Travelers.” Armed with your customer persona, you can leverage your findings and refine your paid media strategy to drive high-value traffic to your site.
Once you’ve created your customer persona, continue to periodically review your data in Google Analytics & Google Ads. Buying habits & preferences can change over time, so it’s important to reevaluate and recreate your personas especially if you’ve gone through new product launches or industry changes.
Adtaxi is a client-centric digital organization that brings scale, precision, and sophistication to digital marketing. Leveraging the belief that people matter as much as technology, we help advertisers solve complex marketing challenges with custom, performance-driven solutions. Adtaxi just recently won Digiday’s Worklife Award for Most Passionate Employees at an agency!
Guest Post from Matt Gibbs, Co-founder and CMO of UPshow
Millennials and GenZ might be the curated selfie generation, but a shift is happening, and businesses are taking notice. The cultural pendulum is swaying away from brand-sponsored mega-influencer-celebrity-endorsed posts to organic content that’s generated by people you know, or even those you feel like you know. Capturing more natural moments and promoting them within a more intimate circle of followers versus big ‘on the main stage’ posts is what’s now in-vogue. An industry 2018 Trust Barometer Report revealed that 60 percent of people no longer trusted social media and reported that immediate friends and family are better for recommendations than influencers.
That said, Kylie Jenner-esque paid posts aren’t going away, but they have become tarnished, and millennials and their younger counterparts are gravitating towards more natural interactions from those within their inner circle or for relatable micro-influencers. As a result, more brands are gravitating toward user-generated content to increase engagement and build trust and community.
According to a study, 56 percent of consumers are more likely to buy a product that they’ve seen in real-life images posted by another consumer – a shift away from the rainbow-colored preplanned photos that dominated platforms like Instagram in late 2017.
UPshow, the company I co-founded, is a social TV platform that companies such as Crunch Fitness, Cheddar’s Scratch Kitchen and ATI Physical Therapy are using to transform their customers into immediate influencers. The platform entices customers to post on social media by projecting them on big screens in-venue. As a result, friends and family, also see and are often influenced by the posts. The content and choice to participate is totally in the hands of the consumer.
Other companies also provide services that cater to this trend, such as Guest Crew and Woobox. Their platforms harness user-generated content and boost it organically. Guest Crew leverages a community of organically generated influencers and Woobox turns user-generated content into contests. Filtergrade uses professional photo grade filters (such as Adobe Lightroom presets) to help brands generate more professional quality shareable images that are unique and micro-influencers can use them too to make their posts mimic celebrity influencer quality.
It’s a new era for user-generated content and if brands want to appeal to younger audiences, such as millennials and GenZ, they need to embrace the social media trends that will improve their engagement rates by putting the power in the hands of the consumer in a genuine way.
Matt Gibbs is co-founder and Chief Marketing Officer of UPshow, a consumer engagement platform that transforms a business’s existing TVs into its top marketing assets. Gibbs is responsible for branding, lead generation and advertising for the
company. Gibbs is a genuine entrepreneur and trailblazer in digital media with deep roots in the Chicago start-up community. Along with college friend and UPshow CEOAdam Hirsen, Gibbs co-founded SparkReel in 2011. SparkReel created a more efficient way for friends and family to share mobile videos online and evolved into a social media agency that created user-generated content campaigns for Verizon, Oreo, Condé Nast, Apartments.com, among others. UPshow was born out of SparkReel when customers wanted social media engagement screens at events. Gibbs graduated from Miami University of Ohio and resides in Chicago, IL with his wife, two children and corgi.
Let’s be honest, Monday’s can be TOUGH. I’ve found the best way to combat the day is to have a positive attitude going into every single Monday.
Every day you wake up is a day to make a change. No matter what obstacles lie in front of you, there are always ways to avoid them and come out shining even brighter on the other side.
Monday don’t always have to be dull and dreary. All you have to do is focus and believe that something great is going to happen. Then just allow that greatness to shine upon you throughout the entire week.
My #MotivationMonday advice is below..
Wake up and help one person a day.
Be kind and it’ll come back to you.
Positive energy is a powerful thing.
If you release positive energy into the world, then the world is going to return that energy right back to you as a thank you.
How do you get through your Mondays? Leave a comment below…