2018, marketing, Uncategorized

Women in Digital Conference 2018

I went to my third Women in Digital conference last Thursday and Friday. My favorite part is always meeting new women who are total bosses at what they do. They inspire me to be more confident and a better digital marketer. I also like staying up to date on trends, best practices and hearing what other companies are doing.

I wanted to take a moment to share some of my notes and photos from the conference.
First, photos:

These are the notes I took during the Power Hours. My strategy at the conference was to go to the Power Hours because those would not be recorded. I will watch the recorded main stage presentations later.

Social Media
Olivia De Leon, Sr. Marketing Consultant at Rational Interaction

  • When working with influencers, have an influencer agreement with dates, goals of impressions or engagement, clarification about content ownership, requirements to see proofs ahead of time and spell out a set number of edits allowed.
    • Pay to boost the influencer’s post. Win-win for them and you. 
  • SMS is the new email 
    • Personally, I have hesitations about this intrusive form of communication but I recognize it has benefits when used sparingly.
  • To track in-store success of online efforts, use offers and codes
    • Okay, not ground-breaking advice but useful to remember
  • Let your followers define your hashtag. Ask them
    • “I #VoaThrift because…”  or “I’m #aeriereal because I love my freckles” 
    • Weekly use of the hashtag
  • Aerie did a campaign in the summer where when followers used #aeriereal they would donate $1 to National Eating Disorder Awareness non-profit
    • Love this idea because it allows brands to give back while encouraging social engagement.
  • Aerie put sticky notes in dressing rooms and encouraged folks to write down encouraging body positive messages
    • I went to the Aerie store at Polaris today and yep, there were green and yellow sticky notes around the mirror. My favorite one said Yassss Queen. 
  • Ask questions of your followers to increase engagement 
    • How do…
    • Which is…
  • Twitter is best for sharing news, asking questions and getting feedback
  • Using user-generated content leads to a higher conversion rate
    • I’ve seen this personally from VOA: Regrams outperform photos that I take. I find regrams from when people tag the thrift store’s location. Be sure to give the original user credit for the photo. 

Salary Negotiation
Lauren Hasson, Founder, DevelopHer

  • Ground yourself in data, numbers, stats and comparable salaries
  • Present the raise as a win-win for your boss
  • Take a snapshot of your week and show that. Show them what you do each week. If most of your time is spent doing things not in your job description then negotiate a title change.
  • Write out your stated job duties and what your actual job duties are.
  • Practice the conversation, rehearse the scripts
  • Prepare for pushback. How will you counter?
  • Build an agreement. Agree on goals and an action plan. How can I get where I need to be?
  • Have an alternative
    • This company will give me x amount of dollars.

SEO
Erin Acheson, President + COO, DemandSphere

  • Keyword research: what are people asking? What do they say on social media?
  • Mirroring: people like brands that mirror them
  • Easier difficulty score means is better. Helps you rank.
  • Link building is important
  • SEM Rush is a valuable tool
  • Google search console is a valuable tool 
  • Keep it conversational in your blog posts 
  • B2B can use Instagram and Pinterest too. 
  • Use language from a popular blog post in an email or email subject line. 
  • Pay someone on Upwork to transcribe a video

Content Strategy
Marissa Wilson, Marketing Manager, Blavity.com

  • Don’t be afraid to gate content on your website
  • Use guest bloggers
  • Webinars are content. They are like experimental content.
    • You could offer a free webinar
    • Send replay and similar resources
    • Email worksheets. Keep it personal
    • Remarket to them  
  • Blog about the questions you are already getting.
  • Give your customers value for free. Let them build confidence in you. Then ask them to pay for content.
  • Track customer journey thru Facebook pixels
    • Visited page
    • Lead generation
    • Thank you page

Copywriting
Nicole Hallberg, Copywriter, Blogger 

  • Personal writing is different than job writing
  • Don’t do free editing
  • Don’t say “It’s that time of year again”
  • Goal is to educate and inform
  • Cut the commercial speak
  • Don’t say “It’s the best.” Say why it’s the best for you. Answer “which is the best for you?”
  • Don’t be afraid to use I or We. It’s commonly accepted.
  • Write first. Then find what it’s about. That results in better writing.
  • Read your copy out loud
  • Assume your readers are smart yet uninformed
  • Don’t use “ this may sound obvious”
  • Don’t overuse adjectives. Show them.
  • How will my writing make people feel?
  • Google knows context. Don’t repeat keywords. Better writing is more important.

Email
Jen Capstraw, Director of Strategic Insights & Evangelism, Iterable. President & Co-Founder, Women of Email

  • SMS text message is a good way to have people opt in to emails
  • Sending emails regularly helps with email deliverability
  • Follow ReallyGoodEmails.com
  • Test CTAs in your email
  • Consistently send emails when you have something to say
  • Test subject lines using A/B test
    • At least 1,000 emails for a good test
  • Give people an option to receive less emails
    • Opt down not opt out
    • Give them a choice to hear from you weekly, monthly, etc

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Uncategorized

September Donor Newsletter

I designed, wrote and sent this donor newsletter for September. We used to call it eSpirit but now it’s called Faces of Hope to match our annual fundraiser and because it really does showcase the faces of hope our donors are helping everyday.

I wanted this email to have a simple call to action of Watch Chaz’ video.  I used language from Tom Ahern and tried to shower the donor with love and keep the tone donor-centric.

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You are the reason Chaz is hopeful for his future

I’ve made more progress in the six months that I’ve been here than I have in the four years I’ve been out of the military. That’s astounding. It’s hard to believe the amount of progress that’s been made. -Chaz 

You are the reason Chaz has made so much progress.

Donors like you are with us every day as families, veterans, and individuals rebuild their lives. Thank you!

Your gift helped Chaz, a Navy veteran, in his journey to overcome substance abuse and manage his post-traumatic stress disorder.

Watch Chaz’s Story

Uncategorized

Operation Backpack Thank You Email

At work, I sent out this Thank You email today to everyone who participated in Operation Backpack this year and in previous years. I worked with Becky to revise the language and make sure the photo featured diverse kids. I’m proud of how donor-centric this email copy is. After I sent it out, Nicole replied to me saying “My favorite email!” which was a huge compliment. My mom texted me saying “Great Job” on this email and that some of the backpacks the kids are holding look like ones she and her company donated. That’s the reaction I wanted. Like hey, “That smiling kid is holding the unicorn backpack I donated. Wow, look how happy and confident he looks! I love Operation Backpack.”

You deserve an A+ for your generosity!
Image of the email

You can also click here to see the email online

 

From: Volunteers of America of Greater Ohio [mailto:operationbackpack@voago.org]
Sent: Thursday, August 23, 2018 9:48 AM
To:
Subject: You deserve an A+ for your generosity!

You deserve an A+ for your generosity.
You deserve an A+ for your generosity. (1).png
It’s a happy new school year for more children, because of you!

You’ve helped over 4,000 children across Ohio who are homeless or in-need start the new school empowered to succeed. Because of you, they’re heading back to school this year ready to learn.

The next time you see a child walking confidently to school, or a school bus of smiling faces driving by, know that you helped put smiles on some of those faces. You’ve given hope and confidence for a better tomorrow to children who need it the most. We couldn’t have done it without you!

Thank you for your support!
A special thank you to our wonderful sponsors.
You deserve an A+ for your help with Operation Backpack too!
Oswald and Buckeye Health Plan logos
http://www.OperationBackpackGO.org

 

2018, event, marketing, may, Uncategorized

What I learned at Columbus Startup Week:

I attended my first Columbus Startup Week yesterday. I’d heard others tell me how neat this event was and the price of the conference was right. It’s all free!  It was an inspiring day with a diverse group of people who all shared a love for both Columbus and innovation.  I just attended on Thursday which was the Marketing and Technology day. I’m grateful that I work at a company that believes in professional development and allows me to take time to attend events like this.

I love to take notes and so during the day I jotted down points that I found interesting in my notebook and typed them up. This process of reading over the notes again helps me better process what I wrote down. These are my notes:

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How to Use Data and Research when Building Your Brand

This was the first session of the day and it was a panel of four guys who each own their own business and talked about their career journey and got a little side tracked by also talking about how much they like traveling. I appreciated their stories of what it took to get them where they are today. 

  • A lot of brands are using colors effectively in their names and identity
    • Orange Barrel Media, Purple Mattress
  • Creative and emotional content is best
  • Netflix tracks every click someone makes so then they use that data to craft hit shows. Data is so valuable.
  • One of the panelists, a photographer, met a hotel owner, stayed in touch, sent messages back and forth which led to a life-changing gig photographing a luxury hotel in Costa Rica
  • Making money and helping others aren’t mutually exclusive
  • A creative filmmaker took a gig out of grad school shooting commercials for Wal-Mart and while he wasn’t thrilled at the opportunity it turned out to help his career and he made the best of it.

Rethinking Brand, Marketing, and Advertising for Startups

Every now and then you meet a presenter who makes you want to bow down and say “I’m not worthy.” Barry Enderwick really understands branding and impressed me with his passion for transforming companies. 

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  • A brand is everything a company does and how the world perceives the company
  • Every company has a brand
  • It’s shaped by news, employees, scandals, products, etc
  • Brand Promise is the problem that a brand solves for a customer
    • Netflix 2001 brand promise: Best Way to Rent DVDs
      • This is too transactional. Makes them seem like just a vending machine.
      • Later revised brand promise to: Movie Enjoyment Made Easy
    • Brand Attributes: tone of voice, persona
      • Instead of “customer service phone lines open 24/7” they phrase it “Call us anytime”
    • Brand Story: how the brand came to be, what problem the founder wanted to fix
    • Netflix used to require customers to call to cancel subscriptions but that was a hassle for customers and employees so they switched to an unheard of at the time, 2 clicks to cancel model online. This led to increased customer satisfaction and customers more likely to return.
    • Brand Advertising: No call to action
      • Nike Just Do It
      • Can be expensive, requires existing brand awareness
    • Create a customer survey to better learn about what your customers want
    • Netflix partnered with DVD manufacturers and put a free trial sticker on DVD boxes and gave DVD manufacturers a cut of the profits.
    • InstantPot sent their product to bloggers, optimized their Amazon listing, and chose to focus on grassroots influencer marketing
    • Diesel’s brand is about letting people express themselves so they opened a pop up shop in New York City with a knock off Deisel brand.
    • Do not talk about your competition in your marketing materials. Why would you give them free advertising or exposure?

The Start Up’s Voice + Find It or Drop It 

Alaina from Women in Digital spoke about her career journey, Cement Marketing and Women in Digital. IMG_0090.jpg

  • Don’t create the same content as competitors

How to Create Marketing Partnerships That Grow Your Business

This session was after lunch but trust me when I say nobody was dozing off in the audience. The panel of local business rockstars was very knowledgeable and open to speaking about their marketing partnerships. Claire Coder of Aunt Flow struck me with how she’s only 21, is incredibly extroverted, talks up the brands she works with and is killin’ it. #GoalsIMG_0096.jpg

  • A marketing partnership could mean samples, trials, etc. It doesn’t have to be an exchange of money.
  • It does have to be mutually beneficial and elevate both brands
  • Approach big corporations with a shower of love and appreciation for them. They don’t need you, you need them.
  • Aunt Flow partnered with Ask Pattie (a company that certified auto dealers as being female friendly) because they are similar businesses, like-minded “Give your bathroom a tuneup!”
  • You can find marketing partnerships all around you, with the people you meet. Just ask them and message them.
  • Big companies like working with smaller companies because they have passionate followers and trustworthiness.
  • Come to the table with a specific ask. Do not say “Do you want to collaborate?” Do the work if you’re asking and propose an idea with a specific set of dates.
  • Be careful of politically charged partnerships (Ex. If you work with Planned Parenthood, then Catholic churches might not work with you in the future.)
  • Have a dedicated contact person at the company you’re working with. If shit hits the fan, who you gonna call? Ghostbusters?

Marketing Without A Lot of Money  (My favorite session!)

This session was packed! Man, this guy is the real deal. He knows how to break through the clutter and stand out. I love presentations that tell stories rather than rattle off statistics next to stock photos. He was honest, real, and friggin’ human.  My biggest takeaway from his talk: Don’t be a turd. (I loved how he looked to the audience and was like “Some of you are turds. I know it, but like don’t be. Sometimes I’m a turd, yeah, but I try really hard to not be a turd.”)

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  • To stand out at SXSW, his emerging marketing agency handed out scrolls, not business cards. It was an ice breaker, memorable and made follow up calls easier “We’re the guys with the scrolls.” Budget: $135    Don’t steal his idea. No seriously. 
  • To advertise an Homage clearance sale, they held a carnival where people could spin a wheel to win a prize. They started out knowing they wanted to do something with a carnival and spinning a wheel and decided Facebook Live would be the best medium for this idea. They told their fans in advance and then on the specified day, every hour on the hour, they did Facebook Live, spinning a giant wheel, giving out prizes to commenters and having inside jokes. They just used just an iPhone on a tripod. Budget: $400
    • Message before the medium. Who’s the audience? What’s their language?
    • What freebies can you offer?
    • How can you lighten up?
    • What can I do to listen to my customers?
    • How can I gamify my services?
    • People want to win something and they like free stuff.
  • To move Hot Chicken Takeover from a takeout window in Old Towne East to the North Market they needed to keep it authentic and please their loyal fans. They chose to hand make everything, like hand painting the menus, using pallets on the walls, chalk board signs etc. Budget: $610
  • Listen to your customers, store managers, people on the ground floor. They know best.
  • Show your personality in Instagram Stories
  • Barter for your services. You can do marketing for a lawyer to pay for your legal fees
  • Send handwritten thank you notes  (amen!)
  • Join the chamber of commerce

What the top CMO’s have to say about Marketing

I learn best when I hear from people who are on the ground doing marketing. This was a panel of CMOs from big local companies. They didn’t say a whole lot that I found to be earth shattering. Yeah, I know that data is important and voice is an upcoming trend. 

  • You can’t fix what you can’t measure

Vlog like a Boss: How to Create Video that Gets Attention 

Man, this was not her first rodeo. Amy Landino was an experienced presenter who knew how to keep the crowd awake and listening. I’d heard her speak before at a Columbus Young Professionals event and again was struck by how much of a boss she is. She’s good at what she does. 

  • Make videos of frequently asked questions. People like customer-service style videos that will help them.
  • Your video will last on Instagram, Facebook, and Twitter for about 24 hours but will be on YouTube for years.
  • Video making process
    • Idea, research, outline
    • Film
    • Edit
    • Upload and optimize
    • Make a custom thumbnail
  • When doing a tutorial or vlogging, show the end result first. This adds trust and keeps the viewer watching.
  • At 8 sec, people decide to keep watching or leave
  • Keep their eyes moving, use B Roll, text on screen, different angles
  • End your video with one CTA that you say out loud
  • Don’t link to YouTube videos on Facebook. The platforms don’t like each other and don’t want traffic leaving their site. If you need to share your YouTube video also on Facebook, natively upload a different and shorter video to Facebook.
  • Talking head videos don’t work on Facebook. Not engaging to people scrolling thru news feed