5 Online Marketing Tactics I Learned From My Previous Startup

As a co-founder of an eCommerce startup in a highly competitive industry, I quickly realized that we had to move beyond the basics of marketing optimization and test some advanced techniques to improve our ROI.

After much trial and error, we found few tactics that were really effective. Although our startup did not survive, the learnings I took away from our extensive experimentation and optimization were priceless. In this post, I will cover some of the techniques that worked really well for us.

Before I share these tactics, I would like to point out that it is crucial to achieve a high level of alignment between your marketing, engineering and product teams. Your engineering team should understand marketing and your marketing team should understand the technology. In today’s world, technology plays a significant role in marketing optimization and it is important for your teams to have that common perspective.

Tactic 1: Customize Website Experience Based Upon Visitor Personas

All marketing channels are not equal. Visitors from different channels (or campaigns) are typically in different stages of purchase cycle and have different aspirations.

For example, visitors coming from your affiliate channels that focus on coupons are more likely to be interested in exploring discounted products. On the other hand, visitors coming from Display channels such as Facebook might need some inspiration and education before you barrage them with pricing and transactional information. Many marketers spend a good deal of time optimizing the initial landing page to make sure it is relevant to the campaign that brought the visitor.

But what about optimizing the rest of the website based upon the visitor’s context?

We found that making subtle changes to the entire website content based upon visitor’s persona (associated with the marketing campaign) resulted in over 20% increase in conversion rate. For example:

  • Automatically changing the product sorting algorithm on category pages based upon the type of the campaign that brought the visitors (e.g. automatically showing highly discounted products on top of category pages if the visitors came from “deals & discount” focused campaigns).
  • Automatically “injecting” dynamic content through out the website based upon the visitor persona (e.g. Showing “Trendy” and “Lookbook” content to visitors coming from Lifestyle oriented Display FB campaigns).
  • Dynamically updating the homepage banner sliders based upon the visitor persona (e.g. if the visitor came from “discount” focused campaign, automatically show the “Sale” focused homepage banner as the main banner).

You don’t need to invest in a highly sophisticated personalization technology to implement these dynamic capabilities. In our case, we used Google Tag Manager to setup above rules to update dynamic content throughout the website. Here are some steps to implement dynamic content for your website visitors using Google Tag Manager:

  • Come up with 4 or 5 distinct personas that represent your target customers. (See example below)
  • Once you have the personas defined, tag every campaign and Ad Set with the appropriate persona. For example, if you use UTM tracking for your marketing campaigns, you can pass an extra variable in your URL such as “utm_persona” which provides a better context about the visitor.
  • Then in Google Tag Manager, you can setup rules that dynamically update certain predefined content zones on your website based upon the visitor persona.
  • You can even use JavaScript in Google Tag Manager rules to automatically set a different sorting order for your products (based upon the User persona).
  • Within the same rules, you can also fire a special Google Analytics event so that you can track the conversion rate improvement associated with these dynamic rules.

visitor_personasSample personas for an online fashion retailer.

Think about your website as a smart salesperson who is able to understand the context of your customer, and speak the language that resonates the most with the customer. There is a lot of information that can be inferred about the visitor by using the referring campaign’s targeting criteria. Take advantage of this information and personalize your website and landing page content to better manage the visitor’s journey on your website.

Tactic 2: Make Your Campaign Hierarchy as Granular as Possible

Many websites run large monolithic campaigns that target multiple demographics and interests. If you are running Facebook ads, create as granular ad sets as possible so that you can easily spot the best segments that are resulting in greatest performance. For example, my current startup targets early stage entrepreneurs who might be looking for branding help. In this case, breaking the ad sets in the following way allows us to get much better insights about which segment is delivering the best performance:

adset_targeting

Yes, managing your ad sets at a much more granular level can lead to additional overhead but it can definitely pay off in the long run. You will be able to find hidden gems much more easily and avoid wasted spend on the segments that are not delivering a strong ROI.

When you are optimizing the ad sets, change one thing at a time and measure results. For example, do not change the ad copy, targeting criteria and bid price at the same time. You will never know what led to the improvement (or deterioration) of your campaign performance.

Keep a log of the changes you are making for optimization so you can refer to them. Once you have documented your changes for 30-45 days, you will start seeing interesting trends such as: ads which include a specific time limit (“only 5 hours left”) result in much better CTR than those with generic messaging (“Sale Ending Soon”).

Tactic 3: Smartly Segment Your Retargeting Audiences

Retargeting is a great strategy to convert some of your recent visitors to buyers. A little bit of segmentation can go a long way in optimizing your retargeting campaigns.

First, it is generally safe to exclude all those visitors from your retargeting campaigns who bounced after seeing your initial landing page. It usually means they were not interested in your product or service. Don’t feel bad. It happens. Maybe they landed on your website accidentally, or they realized that your offering is not a good fit for them. Whatever the reason, I have seen a significant ROI increase by excluding those people who bounced after seeing the initial landing page, or those visitors who spent less than 60 seconds during their visit.

Second, always focus on the lowest end of your funnel as the starting point. This is your bullseye. Customers who left your website from the final payment or conversion step might just need a little bit of push to purchase. Those who left from a page that is higher up in your purchase funnel might need a bit more convincing. Create separate segmented lists that correlate to different steps in your purchase funnel. Your bidding strategy should correlate to audience belonging to these steps. Always bid highest for those visitors who abandoned from the final step of your funnel.

Don’t forget about time-based segmentation. Generally, you will see a much better outcome from your recent visitors compared to those that visited your site, say, 7 days or 30 days ago. When you are setting up time-based lists, pay close attention to setting correct exclusion rules. For example, in your 3-day list, always exclude those who belong to 24 hour list. This way, you can ensure that there is no audience overlap in your 24-hours and 3-day lists.

In Google AdWords, you can setup these exclusion rules by using Custom Combination lists.

new-remarketing-list-none-of-these

One more thing – please set some frequency caps to make sure you are not following your audience till eternity. Showing your ads too often can actually turn off your potential customers. I would recommend setting a frequency cap of no more than 5 impressions in a day. However you can test different caps to see what works best in your situation.

Tactic 4: Consider LifeTime Value (LTV) While Optimizing Campaigns

If your website focuses on multiple product categories, you might find that the lower priced or discounted products deliver the best conversion rate. You might be tempted to spend more on those campaigns that are delivering the best cost per conversion. However, this is not always a good thing.

If you analyze your revenue and profitability from these campaigns, you might find that the most profitable campaigns are those where the customers are purchasing higher value products, and where the customers have a greater probability of making a repeat purchase.

To illustrate this, consider the example in the table below. At first glance, the campaign with conversion rate of 3% and cost per conversion of $20 seems to be the most effective and you might be tempted to allocate more marketing spend towards this campaign.

campaign_performance_partial

However, once you bring in the revenue, order value and LTV data, the picture changes completely. With the additional data, you will notice that the campaign that targets men on iOS devices seems to be delivering the best overall margin as well as LTV.

campaign_performance_full

Assuming your goal is to improve your bottom line, your marketing spend allocation should be based upon an overall ROI metric which takes into account the LTV of customers acquired from that campaign. Consider building your own custom dashboard (or use an analytics tool like Kissmetrics) to monitor marketing effectiveness, taking into account your internal profitability metrics such as margin and LTV.

Tactic 5: Make Use of Automation

There is a great deal of automation available in platforms such as AdWords that can help you optimize your campaigns on an ongoing basis. Don’t get me wrong – I am not suggesting you put your campaigns on “cruise control” and expect that the automation will handle your optimization for you. However, there are some fundamental levers that you can set up which would allow you to focus your time and resources on more strategic optimization.

Here are few examples of what you can automate in AdWords:

  • Raise bids automatically to top of page bid if the keyword is delivering a strong ROI. Let’s say your target Cost Per Conversion goal is $25. In that situation, your goal should be to maximize the impressions for those keywords that are delivering conversions below your acceptable threshold. You can setup rules to automatically increase the bids to top of the page bid in order to maximize the impressions for these keywords.
  • Automatically lower bids if your keywords are not giving a strong ROI. You need to allow enough time and impressions before you start reducing your bids. However, let’s say you expect your keywords to deliver a Cost Per Conversion of $30. You could set up rules to automatically reduce max bids by 20% If your keywords have already generated few hundred clicks, but are delivering a Cost Per Conversion of $40 or higher.
  • Setting these rules will allow you to automatically optimize the “extreme” outliers so that you can focus your time and effort on other aspects of your campaign.

adwords_automationAutomated Rules in Google Adwords

Conclusion

Marketing optimization is an ongoing journey. There is no finish line. Even though the above tactics worked well in our situation, you might find that they don’t work in your case. That’s ok. The key is to continue to experiment and test. As long as you take a focused and structured approach in experimenting your ideas, you will collect significant insights over time that work well for your business. As architect Buckminster Fuller rightly said:

“There is no such thing as a failed experiment, only experiments with unexpected outcomes.”

About the Author: Darpan Munjal brings over 19 years of ecommerce experience in technology and digital marketing with companies such as Sears, Kaplan as well as venture backed startups that he co-founded. Currently, he is the Founder of Squadhelp, a crowdsourcing platform helping startups engage branding experts for their naming and branding projects. You can connect with him on LinkedIn.

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5 Online Marketing Tactics I Learned From My Previous Startup

Lawn Service Company Palm Beach Co | 561-307-9411 | Jupiter Lawn Care West Palm Beach

Lawn Service Company Palm Beach Co | 561-307-9411 | Jupiter Lawn Care West Palm Beach

visit our website: http://Broedelllandscaping.com Call: 561-307-9411 Lawn Maintenance Jupiter – West Palm Beach – Boca Raton Florida

 

Broedell Landscape is a full service landscaping company located in Palm Beach County, Florida.

 

Palm Beach County’s Reliable Lawn Maintenance Company

 

If you have yard, you probably want it to look good. Regular lawn maintenance is not an easy task. Landscaping requires hard work in the Florida heat and has to be done consistently. The endless need to keep your grass healthy and maintained can be challenging for busy schedules, definitely for homeowners who have a family and work full time jobs. If your agenda is full or if you just don’t feel like mowing your yard every week in the West Palm Beach heat, you’re going to want lawn cutting services to help. Broedell Landscape is a residential and commercial grass cutting services in Palm Beach. We take pride in the care of your yard and ensure it always looks great so you don’t have to.

 

Why Choose Broedell Landscape?

 

We have serviced the Palm Beach County FL area for 15 years and we have completed hundreds of highly rated commercial landscaping credential and residential landscape services, producing satisfied customers with positive reviews from Jupiter, west palm beach FL, and Boca Raton FL who continue to choose us for their lawn care needs. We can execute any kind of lawn service you may need. Our team offers reliable, cost effective services. We understand everyone’s lawn is different, and we will adapt to execute your specific tree cutting requirements. No Project is too big or too small.

 

The Best Lawn Mowing credentials

 

There are a lot of companies that offer landscaping service in the Palm Beach area. You might have hired one in the past and not been happy with the results. We offer a total lawn cleaning that takes care of your front and backyard with the most affordable pricing. We will adapt to your needs and make sure to have your yard looking the way you want it to. Many of our packages automatically send our team to your home or business on the right schedule; there’s no need to remind us! Ask for a free quote. Hire us for garden services worth bragging about, you’ll want to give us your best verified reviews with five stars!

 

Certified Professional Lawn Cutting Pros

 

During the hot West Palm Beach summers, lawns can be cut on a weekly schedule. Every job will be inspected on location for loose debris before we bsing moving and we always make sure we don’t damage valuable sprinkler heads. No lawn care job is complete without blowing any green clippings from sidewalks and driveways back into the grassy areas. Any sidewalks, tree lines, fence lines, beach walls, ocean walls, and bordered sections not accessible to mowers will be trimmed every week giving your property a well maintained look.

 

Rain Days

 

If the weather conditions prevent us from performing lawn care services on the date, we will reschedule your lawn mowing service as soon as the weather is under control.

 

Broedell Landscape is the #1 option for you with free estimates, affordable prices along with quality work, on time, and on budget. Our Landscaping business has over 15 years of expertise in the tree care business and is fully insured and is known for first class staff and safe work ethics. As a business that has been serving the Palm Beaches for several years, our longevity is a testament to our commitment to quality craftsmanship, customer service, and low costs.

 

 

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3 key things to look for when selecting a landscaping and lawn maintenance company in Palm Beach County Florida

 

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More information about Landscaping and Lawn Care Services visit: http://www.scotts.com/smg/gosite/Scotts-v2/MyLawn

 

Broedell Landscaping

 

Lawn Service Company Palm Beach Co | 561-307-9411 | Jupiter Lawn Care West Palm Beach

World First Solar Powered Fashion Show

 

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Jessica Minh Anh is no stranger to extraordinary catwalk in the best places. The July 17, 2015, the model and the contractor will be history making 10th generation in the middle of the solar power plant Gemasolar win in Seville, Spain. Unlike previous fashions Jessica at the Eiffel Tower, the Tower Bridge in London, Grand Canyon Skywalk, and One World Trade Center, J Summer Fashion Show 2015 not only presented a combination of art, architecture, culture and fashion, but also celebrate the best of advanced technology and environmental preservation. With backdrop of famous film central tower and thousands of advanced mirrors, the gateway to the sun must redefine the standards of modern fashion.

 

J Summer Fashion Premiere in June 2015 fashion collections and exclusive jewelry in Europe and Asia. Focusing on the art of minimalism, Ekria Turkish jewelry brand presents a collection of highly futuristic gold laser cut and silver. Rather, the Spanish sensation Paloma Sanchez, who has traveled the world in search of the most precious stones, present a luxurious and colorful collection. Heavily influenced by Chinese culture and dedication to perfection, the jeweler combines Eastern European charm and sophistication to make all women feel like kings. Returning to the single gateway Jessica Minh Anh, Pakistani Haute Couture designer Syeda Amera continue their creative approach to training, gold glitter embellishments, bold cuts, and abstract patterns. Adding a Spanish touch to the big window, very clean designer Vera Pilar Sevilla will present some of the most dynamic, dramatic, romantic and especially Flamenco dresses. Youth collection pays homage to the textile crafts, traditional sewing techniques and floral prints with an emphasis on the sensual silhouettes. “Jessica Minh Anh embodies fluid movements, class and elegance that resonate with my collection. I look forward to its main other models on the podium in my multilayer signature red doll dress,” said Pilar Vera.

World First Solar Powered Fashion Show

The Top Frustrating Problems with Instagramming for Business – And How to Fix Them!

So you’re taking the time to really be active in engaging with and posting for your target audience. Props to you my friend! You’re tapping into a seriously engaged community.

But holy cow, you’re starting to realize that the Instagram app isn’t the most time-efficient mode of marketing.

Like, how do businesses find the time to post everyday at prime positing times? And there’s gotta be a better way than constantly logging in and out of personal vs. business Instagram accounts!

But let’s take a step back here… *deep  breath*. Instagram wasn’t made for time saving marketing necessarily, but you can make it a serious marketing tool that doesn’t suck 4 hours out of your day with the right tools. (PS. You can learn all the tactics for engaging with your audience and turning them into customers here.)

I’ve put together a comprehensive list of the Top 7 Most Frustrating Instagram for Business Issues – and best of all, how to solve them with some pretty rad time-saving and automation tools!

Problem 1: No Time to Post Around Your Optimum Sharing Schedule

The secret nitro-injection to getting more likes and engagements on your Instagram photos is to post around the ideal engagement times for your followers. And you should find these optimum posting times (if you haven’t already, tsk tsk!) with a little research on analytical apps like Iconosquare.

But… what if that research told you that your followers are most active on Fridays at 5:00pm… and darn it that’s right when your weekly reports are due – you just don’t have a clone to both polish up an Insta-post and also finish all your biz at once!

Well, check out these time-saving scheduling apps for Instagram (I know, it’s been an elusive concept!). Queue up those like-worthy posts when you have the time, and send ‘em out throughout the week. Time crunch nightmare over!

Latergramme – Your Personal Instagram Assistant (who works for free!)

This simple-to-use app lets you schedule Instagram posts for future dates – choose your photo, caption, hashtags, and then pick the date and time this post will go out. Easy as that!

Choose and crop your photo:

Latergram-1

Choose your caption and hashtags:

latergram-2

Then pick the date and time for the post to go out:

latergram-3

You can also queue up and schedule posts from your desktop!

Latergram-4

When it’s time for one of your scheduled posts to go out, you receive a push notification to your phone.

latergram-5

Just click the notification, which will bring you into the IG app with your photo and caption all queued up, just waiting for you to tap “publish”. Piece. of. Cake.

Note: This app doesn’t actually post for you! You gotta actually click through.

The Latergram perks:

  • You can switch between IG accounts from one spot
  • You can queue up photos FROM YOUR DESKTOP (this is huge!)
  • Scheduling posts means you won’t forget any prime posting times
  • It’s Free! (for 30 posts a month)

“Latergram takes the hassle out of remembering to post work. I would forget to post to my work Instagram for weeks at a time, then I’ll remember to post four days in a row” says Sarah Williams of FStoppers. “You’re not going to build a solid following on Instagram with spotty posting.”

Schedugram – All the Bells and Whistles of Instagram Management

As far as handy features and time-savers go, Schedugram is on the rampage. In a good way. We’re still covering Insta problem number one at this point – scheduling – but the more I talk about Schedugram the more you’ll see it’s going to solve a lot of your other Insta-issues, too.

Just be ready for the price tag that comes along with it (starts at about $20 a month if you have less than 10,000 followers).

With Schedugram you can schedule future posts using a calendar system similar to Latergram, but when the time comes to publish you don’t even gotta be hooked up to the grid. Schedugram posts it for you! Voila.

Schedugram-1

This clever app that found a way around Instagram’s third-party posting rules (they’ve got a fleet of physical phones and tablets shootin’ out posts via the Instagram app) also boasts some totally kick-butt features.

Perks of Schedugram:

  • Upload photos in bulk (from either desktop or iPhone)

Schedugram-2

  • Built-in photo editing (it’s integrated with Canva, for awesome text overlay and filters!)

Schedugram-editing

  • Easily post to multiple Instagram accounts without always logging in and out
  • Add as many users as you want to be able to contribute and collaborate on your Instagram account
  • Fill out your caption, hashtags and ALSO a first comment (if you like stickin’ your hashtags in the comment, not that caption)

Schedugram-4

Photo courtesy of Luiz Centenaro.

Downsides?

  • Not free.
  • Double check your posts – Because this app has to work around Instagram’s third-party terms to post for you, some users have found troubles with posts not actually getting posted, or Instagram deleting posts later… it hasn’t happened to me, but if you want that assurance that your post really goes through, Latergram’s manual posting might be the option for you!

An important disclaimer – remember that Instagram is intended for ‘sharing moments’ and the culture of this social media revolves around authentic, real-life glimpses into behind-the-scenes lifestyles. So don’t go all robot, and impersonal and schedule everything. Keep it personal and human, too!

Runner Ups (because it’s always good to have options!)

  • OnlyPult – starts at $12 a month (with a 7-day free trial). Schedule posts from both desktop and mobile, built-in filters and editing, and it posts for you (like Schedugram does)

onlypult

  • Postso – Starts at $14.95 a month (14-day free trial), this scheduling app works for multiple social media sites (including Twitter and FB). Simple and straightforward scheduling.

Postso

Problem 2: Balancing Multiple IG Accounts

The Instagram app does NOT make it easy to flip between accounts. So when you wanna go from your personal account (just posted those great Hawaii sunset pics!) back to your brand’s account (time to launch a contest!)… it can get time consuming logging out and logging back in every time!

Here’s the trick – use a third-party app to manage BOTH (and more) accounts from one spot.

I’ve already mentioned the motherload offered by Schedugram… and yes, they have an awesome option for switching between accounts easily. Just keep in mind that Schedugram charges per account, so again, it’s the pricier option.

Here are some more options for solving this Insta inconvenience and managing multiple accounts from one place (check out this awesome list from Digital Trends, too):

Fotogramme – Your Two-Places-At-Once App for Balancing Multiple Accounts

David Lee King was recently struggling to switch between both his personal IG account and his library’s account – until he discovered Fotogramme!

“Fotogramme is an Instagram management iPhone app with multiple account support. It allows me to view photos, post Likes and comments, manage followers, and Favorite users and hashtags for easier recall,” says King. “It also sends alerts to my iPhone, so I know when there’s activity on the library’s Instagram account.”

The Perks of Fotogramme:

  • It’s free!

Photogram-1

  • Switch between multiple accounts without annoying logins! You can view your feed, comment and like all from one place.

Fotogram-2

Fotogram-3

  • Search for hashtags and users right on the app
  • Create a ‘Favorites’ list of users, with a separate feed of only the peeps you never want to miss a post from

Fotogram-5

Downsides of Fotogramme?

  • You can’t upload or schedule posts
  • Mobile only (but so is Instagram, mostly).

So, if you’re mainly looking for a more comfortable and convenient way to manage your engagement and comments on Insta – Fotogramme’s got you covered.

Primary – Fine-tuned Instagram Perusing for Time-Efficient Engagement

Boasting a few more features than Fotogramme at a one-time price of $1.99, Primary (previously Gramatica) is another tool for switching between multiple accounts without cumbersome log-ins.

Primary-1

Perks of Primary

  • again, easily switch between multiple accounts
  • view feeds, comment, and like photos

Primary-2

  • make lists of favorite users or hashtags you’re interested in, so photos you’re really interested in are easier to find in your feed!
  • filter out videos, and also disable the auto-play option

Primary-3

  • url links in IG captions are clickable in this app (which IG itself doesn’t do!)
  • Easily find where you left off! If your Instagram scrolling gets interrupted (psh, people calling me on my phone while I’m on Insta!) the ‘last photo viewed’ flag, and pick up where you left off. Total time saver.

Negatives to Primary?

  • Again… no posting or scheduling abilities
  • Mobile only.

Problem 3: It’s Tricky to Respond to Every Comment!

So your brand is popular on Instagram – right on! But if you’re getting tens – even hundreds – of comments for every post,  how are you supposed to keep up that engagement and get to everybody? There’s an app for that.

InstaCommentor: Your Interactive To-Do List for Responding to IG Comments

You don’t have hours to go back through all your comments and holla back at every fan… but the truth is, engagement with your people on Instagram is a huge boost for your brand loyalty. So how do you keep track of all your comments and replies?

InstaCommentor – Your Interactive Comment Organizer

This app organizes all your incoming comments to more easily manage any un-replied-to comments.

Perks of Instacommentor:

  • See awaiting comments on your last 20 posts

InstaCommentor

  • Choose to see a list of all comments, and even specifically your not replied to comments.

instacommenter-2

  • Easy clicks to knock out personalized replies, and automatically switch pending comments over to the ‘replied’ list
  • You can even reply to multiple commenters at once.

Instacommentor-3

Downsides?

  • This guy costs you $1.99
  • You have to log-out and log back in to switch between accounts.

Iconosquare – The Ridiculously Helpful Instagram Manager That Almost Shouldn’t be Free!

So we talked about this big-player earlier when I mentioned analytics for your Instagram. But there’s so much more you can get from Iconosquare – including a simple comments manager!

Iconosquare shows you a list of your latest posts:

Iconosquare

And tells you which comments you haven’t replied to yet:

Iconosquare-2

Easy as that. (Iconosquare’s got some more tricks up its sleeve – we’ll go over them more in Problems 5 and 8)

Problem 4: Hard to Edit Photos and Manage Feeds from Small Mobile Screens

So, mobile is awesome when you’re out and about, jetsetting, and waiting in line at the bank. But sometimes you just want a big screen to edit your shots and organize your Instagram business.

While primarily mobile, Instagram does have some functions for desktop – you can view your feed and you can comment and like photos.

IG-Desktop-1

BUT, you can’t post anything, and searching is kinda a no-go. Which sends you back to the ol’ smart phone. Unless:

Use one of these for easy breezy Instagramming on your big-screen desktop. Did somebody say full keyboard? Woot!

Remember Iconosquare?

That always helpful app lets you view your Instagram on your desktop as well:

Iconosquare-desktop

Iconosquare-desktop-2

You can comment, like, and follow as well.

Ink361 – A Stylish Big Screen Instagram Viewer

The attractive, functional look of Ink361 makes it easy to quickly scan your feed plus like and comment on people’s photos.

Ink-361

Perks of Ink361:

  • Big screen viewing on a desktop
  • Track statistics about your account, like most-liked photos, engagement-to-follower rates, and comments-per-post rates.

Ink-361-2

  • Search for hashtags and users (and Ink361 gives you relevant tags, too)

Ink-361-3

  • Make albums to organize some of your photos a little easier.
  • It’s free!

Negative?

  • You can’t post (we’ve heard that one before).

Runner Up:

  • Webstagram – Similar to Ink361, Webstagram lets you keep track of your Instagram from the desktop. Organize your feed in a one by one list for fast commenting:

Webstagram-1

Or in a grid format:

Webstagram-2

Problem 5: It’s Time Consuming to Post Across Social Media Networks

Want a magic spell to make your insta post insta-appear across your other social networks? As of right now, you have to go in manually to Instagram and check the ‘Share’ buttons. BUT, with the wizardry that is IFTTT, all that can be done automatically for you! Because, you know, when you’re busy every second saved is sooo worth it!

IFTTT – Your Secret Short Cut for Maximum Efficiency

IFTTT is an amazing app of recipes – no, not food recipes, but little time-saving recipes that add shortcuts to your daily routine.

IFTTT stands of “IF This then That” and it’s awesome for soooo many things, but we’ll focus on Instagram for now.

Basically, you set up any ‘recipe’ for something you want to happen anytime you do something else. So, for example: “If [I post a photo to Instagram] then [share that photo on Twitter]” and so on.

Perks?

  • Your time-consuming technical tasks are done for you, automatically

Downsides?

  • Uhhh… none!

I’ll run you through an example of IFTTT’s magic:

Say I want to create a photo post on my WordPress blog every time I post a photo to Instagram with a specific tag.

Here’s how I make the recipe:

IFTTT-1

First choose the “this.”

Untitled

I scroll down until I find “Instagram”.

IFTTT-3

I pick the action I want. For this example I’m going with the second option – every time I post a photo with a specific tag.

IFTTT-4

Now I decide what I want that specific tag to be.

IFTTT-5

First half done, time to choose my “that.” I want it to go on my blog, so I scrolled down til I found WordPress.

IFTTT-6

Then choose, “Create a photo post.”

IFTTT-7

Now I get to fill in my specifics for the WordPress post…

IFTTT-8

And click create.

Done!

IFTTT-9

Problem 6: Need to Tidy Up Followers List for Only Quality Connections

When your follower list gets up there, it’s hard to see who’s really engaging with you, who’s following you back, and who’s unfollowing you. That’s where Crowdfire (formerly JustUnfollow) comes in.

Crowdfire – For Managing Your Fans and Friends on Instagram

Organize your followers and fan lists with Crowdfire.

The Perks:

  • See who’s not following you back (#nonfollowers)

JustUnfollow

  • See who just followed or unfollowed you
  • Whitelist and Blacklist people (highlight as ‘friends’ or ‘don’t want to hear from them anymore’)
  • FriendCheck – quickly look up a specific account to see if they follow you

Problem 7: Promote Your Instagram Photos Outside of Instagram

Let’s face it – we love Instagram but not quite literally EVERYBODY is on it. So how do you include all your fans in your photo-sharing world?

Here are some options for sharing your Instagram love with the non-instagram world:

Remember IFTTT? Check out all the amazing options that magic app has for connecting your IG posts to your WordPress site, Flickr, Facebook… even Reddit, Digg, emails… there are a ridiculous amount of options there for getting your IG photos into other publicly accessible places.

Iconosquare – Back Again to Save the Instagram Day

I’ve said it before and I’ll say it again – this app is totally amazing for analytics (like, we boosted our IG followers by 3,622% in 1 month once we used Iconosquare to strengthen our strategy!).

The Perks of Iconosquare for Promotion:

Iconosquare-promotion-1

 

They can even see comments, add their own comments, and share your IG photos on their other social media accounts.

 

Icono-promo-2

  • Install an app on Facebook through your Iconosquare, that displays your IG images on a separate tab.

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The Iconosquare app adds a tab to your Facebook page, so FB users can check out your feed.

  • Create a photo gallery widget that shows off your latest IG images right on your website or blog.

Icono-widget-1Untitled1

There are plenty of other widgets available for integrating an IG portfolio onto your WordPress site.

Choose the IG Managing Apps That Solve Your Logistical IG Hiccups

Ok, phew… that was a lot. And let me tell you, this list isn’t even half of the app options out there to manage your business’s Insta. Yeah, I dove in deep. With this list of apps, you should now be able to smooth over the logistical inconveniences of using Instagram for business.

As a refresher, here’s a quick re-cap and link to all the apps I’ve mentioned here, and why you’d want ‘em.

  • LatergrammeSchedules posts for future dates, then sends you push notifications (free!)
  • Schedugram – Covers post scheduling, multiple accounts, multiple users, and some analytics (not free)
  • OnlyPult Schedules future posts (not free)
  • Postso Schedules future posts (not free)
  • FotogrammeEasily switch between multiple accounts for commenting and liking – can’t post, mobile only (free)
  • PrimarySwitch between multiple accounts, filter your feed, create favorites lists and comment/like ($1.99)
  • InstaCommenterManage incoming comments into “Replied” and “Not Replied” lists ($1.99)
  • Ink361View your Instagram on a desktop for big screen commenting and liking – can’t post (free)
  • WebstaComment and like on Insta from desktop – can’t post (free)
  • IFTTTHandy systems for sharing posts across other social media – and more! (free)
  • CrowdfireEasily manage your follower list (free)
  • IconosquareUseful analytics, view your feed on a desktop, manage and reply to comments, promote your Instagram for non-instagram users (free!)

Just think how strong your Instagram engagement and marketing can be with the help of these time-saving management tools.

Everything you wanted from your IG just got a heck of a lot more convenient. Leave a comment if you’ve tried any of these tools and which one is your favorite!

About the Author: Rachel Daley is the content manager at MadeFreshly, the simplest online store platform that truly helps you succeed in business.

The Top Frustrating Problems with Instagramming for Business – And How to Fix Them!

How Fiverr Conquered Conversion with 400 A/B Tests and Counting

Meet madmoo. She lives in the United Kingdom. She will find a unique way of visually presenting your copy, be it with coffee, rocks, blocks, magnets or even alphabet-shaped pasta.

madmoo
Just a few of the creative typography options offered by madmoo.

In a lesser world, finding someone to execute such a niche project could be a herculean task. Thankfully, we do not live in a lesser world. We live in a greater world, where you can hire madmoo — along with thousands of other freelancers specializing in any discipline you can imagine — for just $5.

It’s all thanks to Fiverr, a marketplace that connects freelancers with clients in an ingenious way.

And they’ve optimized their inbound marketing with the same kind of ingenuity: in less than a year, they’ve gone from 0 to over 400 A/B tests, and have some incredible results to show for it.

Read on to find out how one marketer was able to increase the conversion rate of Fiverr’s landing pages by 457% in just ten months.

Okay, but can you tell me more about Fiverr first?

Bootstrapped in 2009 by entrepreneurs Shai Wininger and Micha Kaufman, Fiverr was envisioned as a new way to approach buying and selling freelance work.

Anyone with a service to sell — referred to as “Gigs” in Fiverr parlance — can set up their own virtual storefront among thousands of other writers, graphic designers and decorative letter arrangers. Each gig starts at $5, but as sellers build their reputation, they’re permitted to add extras to their Gigs that can bring the total price closer to what you might expect of a typical freelancer.

FiverrInterface
Illustration is one of the hottest service categories on Fiverr.

But much like other hot technology services like Uber and Airbnb, the value in Fiverr is not the services being offered as much as it is the ease of procuring them. Fiverr lets you navigate contractors the way you would navigate birdhouses on Etsy, and ordering your gig takes just a few clicks.

Initially launched without any funding, Fiverr is now home to over 3 million Gigs and raised a Series C round that brought their total funding to $50 million.

While Fiverr was already growing at an incredible pace, there’s always room for improvement. And in 2014, Fiverr decided it was time to turn their attention to their underdeveloped A/B testing strategy.

Enter Yoav Aziz.

Yoav was hired in 2014 as a Growth Specialist and started off by working with Fiverr’s design team on small tests like altering the number of sample Gigs on shown on each landing page. But Yoav wanted to iterate more rapidly.

I started learning design and analytics so I could become a ‘one-stop-shop’ for landing page optimization. Analyzing my own data and designing my own pages has allowed me to perform a lot of tests in a very short time.

How many tests? In under a year, Yoav and Fiverr have run over 400 A/B tests, and the results speak for themselves: a 457% increase in landing page registrations in just ten months.

6 A/B tests conducted by Fiverr

Before showing off Yoav’s work, it’s necessary to mention just how seriously he takes his testing regimen. All of his tests have achieved a 99% confidence level, and with over 500,000 unique visitors across those 400 A/B tests, the results are pretty ironclad.

Fiverr uses their landing pages as a destination point for their Google and Facebook pay-per-click ads. They use the same basic template across all of their landing pages; however, they create and test each variant in Unbounce, and make small tweaks to each page on a per-campaign basis.

OldFiverrPage
Fiverr’s landing page design before Yoav arrived.

When Yoav first arrived at Fiverr, he had a laundry list of problems with their existing landing pages:

  • The background was dark and too busy
  • The call to action was beneath the fold — not necessarily bad, but not ideal for such a short page
  • The links to subcategories damaged the page’s attention ratio (the ratio of interactive elements vs. the number of campaign goals on the page, which is ideally 1) and served solely as a distraction from converting
  • The logo, which linked to to Fiverr’s homepage, was too prominent

Logo design is one of the hottest types of Gigs on Fiverr; Yoav decided to take advantage of the massive traffic to the logo design landing page by testing his ideas there first, and then moving on to test the changes on other pages.

Below are just a few of the A/B tests that Yoav ran on the logo design page using Unbounce, that ultimately contributed to Fiverr’s 457% increase in landing page registrations.

1. The Page Layout Test

FiverrTest1
Click image to enlarge.

The changes made in this test were so subtle, you might not notice them. But the winning variation resulted in a 23.5% lift in registrations, all from giving the primary content of the page a little more space to breathe. But why?

It’s impossible to know precisely, but the obvious impact of adding whitespace around the header, subhead, form, and call to action is that the example Gigs — which were previously the focal point of the page — are pushed down, leaving the reader’s eye to land instead on the unique value proposition: a vintage logo from a professional designer, starting at $5.

2. The CTA Position Test

FiverrTest2

Prominent CTAs are another basic recipe in the optimization cookbook, but it’s hard to argue with results: just by moving the button to its own line, centering it, and widening it, Fiverr increased registrations by 27.3%.


Fiverr saw a 27% leap in conversions by giving their CTA space to breathe.

 

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3. The Actionable Copy Test

FiverrTest3

While the value of whitespace can be a bit nebulous, no one can argue against the strength of great copy. Design can set the mood, instill trust, and guide a user along the path to conversion — but the weight of making a clear and compelling offer rests on a page’s copy.

The original headline and subhead were limp, and didn’t speak to the user’s needs. What if this user doesn’t need a “vintage” logo design?

The new one is almost like a conversation with the reader.

“Need a new logo?”

“Hell yeah!”

“Get it now on Fiverr.”

“Cool! But—”

“On time, under budget, easy!”

“Awesome! (Although “easy” is a bit vague, don’t you think?)”

The new copy lead to a 29.81% increase in registrations.


Write your copy with the cadence of conversation, and eliminate doubts as they arise.

 

Click To Tweet

 


4. The Ultra-Specific Copy Test

FiverrTest4

When a test produces a positive result, it can be tempting to pat yourself on the back and move on to the next challenge.

Yoav must have thought the word “easy” was a bit vague, too; “your custom designed logo is just 3 clicks away” is a much more enticing and specific value proposition, and adheres to copywriting pro Marc Aarons’ 4U formula: it’s useful, urgent, unique, and ultra-specific.

The increase in specificity and urgency lead to a 15.41% increase in registrations.


Make your copy useful, urgent, unique and ultra-specific. Otherwise, why should anyone read it?

 

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5. The Ultimate Validation Test

FiverrTest5

With all of the knowledge gleaned from previous tests, Yoav and co. opted to just rip the whole thing out and make some big changes. Notably, they added an entire content block explaining how Fiverr works, and freshened up the page with a new, brighter look and more dominating human imagery.

Making such sweeping changes to a variant in an A/B test is something that’s typically ill-advised. A good test begins with a good test hypothesis: “By changing ____ into ____, I can get more prospects to ____ and thus increase ____.”

ab-testing-hypothesis-template

That positive result usually means an increase in your conversion rate, but you can aim to impact any metric that would result in a win for your business.

When you make multiple changes at a time, you are also testing multiple hypotheses at once and it can be difficult to find out which of your hypotheses turned out to be correct.

But the goal of this test was to validate the results of three individual, smaller tests that had already been run:

  • Yoav was hoping to decrease the bounce rate on the page, and hypothesized that giving the user more information in the form of a “How it Works” section would keep them on the page
  • He was less concerned with them reaching the “end of the funnel” — booking a gig — than he was with getting them signed up in the first place, so he pushed the Gigs further down the page
  • His tests and research showed this photo of a woman, with calming background colors and a gaze fixed directly on CTA, would produce a lift on conversions

Yoav collected the results of these smaller tests into a single page, and it was a big change that paid off: the new design resulted in a 57.74% increase in registrations, and serves as the foundation for Fiverr’s landing page designs to this day.

6. The “Learn More” Test

learn-more

None of Fiverr’s landing pages have seemed to prioritize attention ratio, the number of interactive elements versus the number of campaign goals on the page (which should always be 1).

The goal of making the call to action the sole interactive element on a page, and thereby eliminating any other links, is to increase the likelihood of that user converting. A landing page is ideally focused on that single goal, which is what makes them a better option than simply dumping traffic on your landing page.

But Fiverr’s landing pages have never had a 1:1 attention ratio, and this A/B test threw in yet another “distracting” element: a “learn more” button. The last thing you want someone to do is leave the page by clicking on a link, right?

Well, maybe not. After all, there’s more to optimization than just getting more raw conversions. There’s also optimizing for the most valuable conversions. In this case, having more information available resulted in higher-quality leads, contributing to a 22% increase in orders.

The icing on the cake was that this new variation also resulted in a 17% decrease in the page’s bounce rate, which increased their Quality Score and consequently lowered their cost-per-click in their PPC campaigns. Hard to argue with making more money for less money.

Best practices are a framework designed for reproducible, somewhat-predictable outcomes. But every rule has its exceptions, and those exceptions could be very lucrative — so make sure you test all of your ideas, even if they seem counter-intuitive.


Best practices are best guesses. Test your counter-intuitive ideas — they might lead to big wins.

 

Click To Tweet

 


A philosophy for relentless iteration

What Yoav has accomplished at Fiverr is remarkable. It’s also remarkably achievable for pretty much anyone. A year ago, Yoav knew less about conversion optimization than you do right now.

But he absorbed as much knowledge as he could, and developed a philosophy for running successful tests that produce real results:

  1. Run as many tests as you can, and never put up a page without testing it. It’s a waste of traffic.
  2. Test everything. If someone requests that a change that you’re unsure of, don’t say no; test it and show the data.
  3. Only tests with 99.9% statistical significance are valid. Review each test two weeks after it is implemented to see if the variant is actually moving the needle.
  4. You need to perform separate tests across different acquisition channels, because users within each behave differently.

Your philosophy doesn’t have to be the same as Yoav’s, and his success in testing is certainly enabled by the huge amount of traffic that Fiverr receives.

But there’s no reason why you can’t apply the spirit of rapidly iterating and testing new ideas — even ones that run counter to “best practices” — to your work.

How Fiverr Conquered Conversion with 400 A/B Tests and Counting

The Top Five Kissmetrics Reports Every Ecommerce Marketer Needs

Today’s ecommerce marketers have a tough job. Their main objective: get the messaging out about the store and deliver sales. You have the website at your disposal and a mediocre advertising budget.

The challenge for you, as an ecommerce marketer, is how do you compete against a service like Amazon? They’re big, they can undercut your prices, and they can handle low margins while you cannot.

You need to optimize everywhere you can, including your funnel and your marketing channels, and you need to build a loyal customer base. Fortunately, Kissmetrics is here to help. Our software provides insights that can help visitors into customers. And once you get those customers, we provide data that can help you acquire more of the loyal ones.

Let’s see how.

1) Purchase Funnel – See Where You’re Losing Customers

Every website has a set of steps visitors need to go through before they can purchase. The Kissmetrics Funnel Report is used to help marketers identify the areas of their website where visitors depart. Once they identify those areas, they can then A/B test their way to growth.

Here’s how a funnel for an ecommerce site might look:

ecommerce-purchase-funnel

What we know from viewing this graph is that visitors have two big roadblocks to becoming customers. Of those who view the product page, only 33% convert to adding a product to their cart. And once they do add a product to their cart, only 13% of them end up purchasing. If you’re a marketer and this is your data, you know you can do better than a 13% conversion from cart to purchase. And if you do improve, you’ll end up getting more purchases for your company. Cha-ching!

To get you on your path to increased purchases, you’ll need to run A/B tests on the product pages and throughout the shopping cart checkout process (more on that later). You can create your A/B tests in whichever tool you use – Optimizely, VWO, etc. – and then track the results with the Kissmetrics A/B Test Report.

The cool thing about this report is that you can see how an A/B test impacts your entire funnel. So if you run a test on the product page, you can see how it impacts further on down the funnel, all the way to the purchase! You aren’t limited to testing only to the next conversion step.

You can also set up a funnel to view how people move through the checkout process. Let’s get into that now.

2) Funnel Report – See Where Customers Drop Off in the Checkout Funnel

You can break funnels into two categories – macro and micro. The macro funnels take a bird’s-eye view of your site, often viewing your whole site. The purchase funnel is a lot like that. It goes from the start of the funnel all the way to the end. A micro funnel allows marketers to zoom in and see a specific flow within their site. A funnel report on the checkout funnel is one example.

Here’s how it might look:

ecommerce-checkout-funnel

Looking at this graph, where would you say drop-off is occurring?

Without question, most people who end up putting a product in their cart don’t even advance to the next step in the funnel (the Payment Page). If we can increase the people who convert from the Added Product to Cart page to Payment Page, we’ll have a pretty linear increase in purchases.

So if you’re a marketer and you want to increase conversions (who doesn’t), here’s what you do:

  • Use the Kissmetrics Funnel Report to see where visitors are dropping off.
  • Run A/B tests on those pages. Track the tests in the Kissmetrics A/B Test Report. The more tests you run, the more winners you’ll find, and the more purchases you’ll bring.

With Engage from Kissmetrics, you’ll be able to put modals on your site that can increase conversions. A lot of our customers have experienced a conversion boost by using Engage.

The best marketers are able to drive loyal customers. Lucky for marketers, Kissmetrics has a report that shows marketers where their most loyal customers come from.

Click here to watch a short demo of the Kissmetrics Funnel Report.

3) Cohort Report – Find Customers Who Repurchase

Businesses live and die on their ability to attract and retain customers. To track customer retention, marketers can create a cohort report that shows them how often customers come back and repurchase products. They can even group them together and see which products or product lines have people coming back for more.

A cohort is a group of people who share a common characteristic or experience within a defined period. For example, people who purchased from your site during April are in a cohort because they all did one thing (purchase) during a defined period (April).

Taking this a step further, the Kissmetrics Cohort Report allows you to group people by any characteristic and then segment them by any property. Let’s see this in action.

We want to track repurchase rates (i.e., people who purchase, then purchase again). We can find those people, but what do we group them by? Time? Marketing channel? Product? Product category? As long as you’re tracking the property in Kissmetrics, you can segment people by it.

Let’s use marketing channel as our example. This segments people by the channel they came from. The higher the percentages (darker shade of blue), the better.

channel-purchases-cohort-report-kissmetrics

On the left side we get the number of people from each channel who have purchased. This is not a traffic report. We’re looking at purchases. We see that most of our purchases are from people in the Social channel. The right side (all the blue shaded cells with percentages in them) shows us how many of those people came back and purchased again, by month.

Social looks like it delivers a lot of purchases and repurchases. If we can acquire more people from this channel, chances are we’ll be acquiring loyal customers. The more targeted we can make our marketing, the more loyal customers we’ll attract. And businesses that win have loyal customers.

As mentioned above, we aren’t limited to grouping people only by channel. We can group them by product (see which products get the most repurchases), product line, any UTM parameter, time, etc. As long as you track it, you can get the data that matters to you.

Click here to watch a short demo of the Kissmetrics Cohort Report.

4) Revenue Report – See Which Products Bring the Most Valuable Customers

Your revenue is probably coming from dozens (hundreds) of sources. Maybe a feature on CNN got you a ton of orders, or you get a lot of purchasers coming from Google searches.

The Kissmetrics Revenue Report is used to segment your revenue and see which sources are bringing you the most valuable customers. Here is how it could look for a company selling clothes:

kissmetrics-revenue-report-ecommerce

We’re segmenting revenue by collection (aka product category). The In-House Generic Tees bring tons of revenue (over $630k) and customers (over 9,700). The other metrics (average revenue/person, lifetime value, and churn) tell us how valuable these collections are for our business. We want high numbers on average revenue/person and lifetime value, but low percentages for churn. (Churn represents the percentage of people who ordered from that collection but did not order again within a defined time period.)

Just like the Cohort Report in the above section, we aren’t limited to segmenting only by collection. We can also segment by marketing channel, so we can see which channels bring us the most valuable customers. By the way, the channels property works automatically in Kissmetrics. There are no custom rules or custom code needed.

Click here to watch a short demo of the Kissmetrics Revenue Report.

5) People Search – Find People Who Have Abandoned Their Cart

The biggest problem for a lot of ecommerce companies is customers who abandon their cart. They view a product, add it to their cart, but never return again. They’re missing out on a big opportunity if they don’t make an effort to re-engage these people. If marketers can get them re-engaged (through cart abandonment emails) they are giving themselves a better shot at recapturing these lost orders.

The problem for many marketers is they don’t know where to start to get a list of these people. The Kissmetrics People Search makes this process easy. All you have to do is set your criteria to get a list of people you are looking for. There is no need to bug engineers to run a SQL query.

Here’s what our criteria looks like. We’re looking for people who have added a product to their cart but have not purchased. We want to see all the people who fit this criteria in the past 7 days.

people-search-add-product-to-cart-ecommerce

We click Search and get our list of people:

people-search-kissmetrics-cart-abandonment

There are a few things we can do with this list:

  • We can click on each person and get a Person Details report. This will show us all the events and properties the person triggered (i.e., what they’ve done on the site) as well as tell us the last time they were seen.
  • We can export the list to a CSV file and then upload it into an email service provider like MailChimp and send an email to each person to get them re-engaged and hopefully recover some lost sales.

Important note: You’ll get a list of email addresses only under certain circumstances:

Click here to watch a short demo of the Kissmetrics People Search.

Optimize Your Marketing with Kissmetrics

These are just a few examples of what Kissmetrics can do for ecommerce companies. Our reports are more than useless metrics – they provide insights into how users are behaving on your site. Once you see this data, you’ll know what needs to be improved. Once you see this data, you’ll know what needs to be improved.

Head on over to the Demo site and see how Kissmetrics works for ecommerce sites. Or better yet, schedule a personalized demo.

Ready to get straight into the action? Just click the button below to sign up for a free 2-week trial of Kissmetrics.

cta-6-11-2012

About the Author: Zach Bulygo (Twitter) is a Content Writer for Kissmetrics.

The Top Five Kissmetrics Reports Every Ecommerce Marketer Needs

5 Articles That Will Turn You Into a Data-Driven Social Media Marketer

Laughing_Data
You mean to tell me you’re not using data to direct your social media efforts?

Social media marketing is often used to pull in new followers at the top of the funnel. People cast a wide net but in many cases, completely miss the mark when it comes to tracking their efforts.

They neglect to set concrete, measurable goals – in other words, they neglect to run structured social media campaigns.

Why should you be running social media campaigns? They are the rudder that steers the boat in a particular direction, charting the course for your activities. And setting finite start and end dates allows you to track your progress so you can iterate and get even better results.

If you’re not using data to direct your social media campaigns, then you’re missing out on massive opportunities. The opportunity to get to know your audience better, the opportunity to reach a larger audience, and the opportunity to fully understand the results of your efforts… so you can optimize them accordingly.

So how do you get the most out of social media with data?

If you want to become a more data-driven social media marketer, you’ve got to learn from others who are already doing it well – and the web is overflowing with articles that can help on that front.

We’ve rounded up five articles that break down how you can use data to get the most out of your social media campaigns.

Ready to reap the benefits? Read on.

1. How to create buyer personas with social media data by Pierre Borodin for Hootsuite

On landing pages and on social media alike, you need to know your customers’ needs before you attempt to speak to them. For that reason, buyer personas are a part of the foundation of any successful social media marketing campaign.

As this article from Hootsuite by Pierre Borodin outlines, buyer personas are representations of the people who are buying, or might buy, your product. With buyer personas, you ‘re able to understand your customers better.

By more fully understanding your customer through buyer personas, you are taking the first step toward creating campaigns that really speak to their needs.

buyer_personas_with_social_media_data

In order to get the best information to create buyer personas, you need data. And guess what?

You can collect that data through your different social media channels.

Facebook Insights, Twitter Analytics, LinkedIn Groups and other tools contain the information you need to learn about your customers in and out.


Crafting buyer personas? Glean insights about your customers through social media analytics.

 

Click To Tweet

 


This article explains that by listening to your customers through these channels, you’ll build models that clearly outline who your customers are, which will ultimately allow you to create the right messaging for that audience.

2. Why we stopped focusing on direct social media ROI: a new way of measuring conversions by Kevan Lee for Buffer

With the rise of several tools that allow marketers  to calculate social media ROI, many articles are pushing the importance of tracking the impact of your  social media campaigns on your bottom line.

But all too often, these articles focus  on “clicks” or “conversions” – failing to account for the fact that everyone makes their journey to conversion a little bit differently.

In this Buffer blog article , Kevan Lee explains how Buffer has started to look at social media ROI a bit differently – by tracking deep down the funnel.

To illustrate this concept, Kevan explains how he started using Buffer (a social media scheduling tool) months before he started working there. He breaks down the story of his journey toward conversion, and how that journey included a lot more touch points than just social media:

social-media-data-journey
Kevan discovered Buffer on Facebook, read the blog, and then continued to return to the site through various means and social media channels before finally converting.

Kevan goes on to explain why Buffer is measuring email signups as their number one social media campaign goal, with conversions from their blog as the number one metric.

The point is to create a base of engaged customers who, while they may take their time to convert — and may not do so directly from a social media click — have all the resources they need to make an informed decision.

3. How does social media affect SEO? by Andy Crestodina for Orbit Media

If you’ve ever wondered whether social media affects SEO, this is the article for you. As web strategist and co-founder of Orbit Media, Andy Crestodina, points out:

The answer: Yes. But not how you think.

As Andy explains in this article, social media doesn’t affect SEO because of the social links themselves, but because people are spreading the word about your content.

If the content is noteworthy, if it provides value to readers, they will link to it (like I’m doing here). Those incoming links help to build authority for that page, which helps search engine ranking.

search-factors

In the end, the point is to have content that people want to share, and that those who read it will want to talk about.

4. Hashtags aren’t gimmicks by Jordie Black for KISSmetrics

KISSmetrics has data that shows how hashtags can help businesses share more effectively. A hashtag does not have to go viral every single time — hashtags can be used for increased audience interaction through Twitter chats, as Jordie Black points out.

Buffer uses the hashtag #bufferchat every Wednesday. From the article:

Twitter chats are a perfect way to show your audience you are listening. It’s a way to understand your audience and find out what it is they want to know. It’s a way for your audience to ask you questions and get answers.

When this article was published, Buffer had achieved the following with #bufferchat:

  • 113,658 Tweets
  • 8,170 Contributors
  • Total Reach: 49,993,695

Buffer has reached almost 50,000,000 people on Twitter with #bufferchat

 

Click To Tweet

 


Buffer manages to reach a wider audience through the people they are connected with on Twitter, as we see below.

social-media-influencers

Through these followers and the interactions through the hashtag, they’re able to reach a much wider audience.

Because these followers also have a large number of followers, those who are following them get to see the interaction, and are made aware of the hashtag and, subsequently, they become familiar with Buffer.

In a nutshell, this article explains that by using hashtags as both a connection and a listening tool, you can get a lot more out of social media than you would by just waiting for people to find you.

5. How many Facebook fans visit your website or convert? by Jon Loomer for JonLoomer.com

What is the value of a Facebook fan? Jon Loomer, a Facebook marketing consultant, wanted to find out, and he shared his findings in this post.

To get to the true value of a fan, you’re going to have to go past your Facebook Insights and Google Analytics.

facebook-fans-website-visitors-180-days
A look at the process of building targeted audiences for Facebook ads. Image source.

Jon outlines the process of setting up custom audiences in Facebook, which can then be used to learn the true number of visitors your website receives by segment. From there, you can drill down to the number of fans who converted. Jon says:

We often hear about uncertainties regarding the quality of fans. Well, I know that 31% of my fans have visited my website during the past 180 days. Considering my page has been around for more than 3 1/2 years now, I consider that to be quite good.

What he’s found out is that he has managed to build a quality audience. By following Jon’s method, you’ll be able to find out for yourself the real value of your Facebook fans with real data – and ultimately assess the ROI of your efforts on social media.

The proof is in the putting (it on social media)

Using data to direct your social media campaigns allows you to make more educated decisions about your campaigns. You’ll find out how well they’re doing, and you can use the information to create more successful, results-driven campaigns in the future.

Have you read an article that has helped you social media marketing? Tell us about it in the comments below!

5 Articles That Will Turn You Into a Data-Driven Social Media Marketer