Why One Social Media Strategy Isn’t Enough

Business meeting

You can’t rely on a single social media strategy. (Image: Flickr)

You’ve taken great effort and care in crafting your social media strategy.

You’ve surveyed and talked to your audience. You’ve found out where they like to hang out online, and you’ve carefully chosen which platforms to focus on.

But if you’re producing more than one type of content, one strategy simply isn’t enough.

While it is safe to assume that your audience data isn’t wrong, you also have to be aware of how content sits on different ecosystems.

If you have a podcast, your primary goal as a content creator is to get listeners to subscribe to your show using a music player like iTunes.

If you’re creating video content on YouTube, you want your audience to subscribe to your channel so they automatically get updated when you publish fresh content.

And then there’s all the content that sits on social media sites like Facebook, Twitter or LinkedIn, and all the interlinking that occurs between each.

The long of the short of it is that the more media you’re creating, the greater the need there is to create separate promotional strategies.

Determining Your Goals & Strategy For Each Content Type

It’s not that you can’t share all of your content on social media. But – for example – consuming a blog post is generally quicker and easier than listening to an entire podcast episode, which requires a greater commitment. Social media is great for building awareness around your podcast and gaining subscribers, but it isn’t necessarily the best way to get more listens.

Video, on the other hand, can be quite consumable depending on the length (two to five minutes is generally thought to be the ideal length). Videos can obviously be uploaded to YouTube, but you can also get a lot of engagement on them by uploading them to Facebook. This may not be the best idea if your goal is to grow your YouTube subscribers, but if you want to get more views, then this can be a great way to accomplish this end.

Bottom line – you need to determine your goals and strategy for each content type. They don’t all work exactly the same.

The goal of a blog post might be to capture email addresses or to generate leads. The goal of a podcast episode might be to grow your authority. The goal of your videos might be to entertain your audience.

Whatever your goals are, it’s necessary to think about the journey the content consumer is going to take. Where do they start, what do they learn, and ultimately, where do they end up?

Determining How You’re Going To Prevent Audience Overwhelm

Business meeting at a table

How is your audience responding to everything you’re sharing with them? (Image: Flickr)

If you’re consistently publishing great content, your audience would probably love to be able to consume it all. But if you’re putting it out at a ferocious rate, and they simply can’t keep up, they’re going to feel overwhelmed, and they might even give up trying.

This is the main danger in funneling all of your promotion efforts through the same social media channels. If your following sees multiple pieces of content coming their way on the same day, they may not even know what to do with it.

On the other hand, if they know exactly when you’ll be coming out with a new blog post, podcast episode or video, and it arrives at the expected time every single week, the content will be much more consumable, and you’ll train your audience to check back at predictable times.

Final Thoughts

Think about what you’re trying to accomplish with every piece of content you create, and how it connects to your social media efforts. Without a well thought-out plan, you could end up confusing and frustrating your audience.

Do you need help coordinating your social media efforts? Then we hope you’ll get in touch with us. We look forward to hearing from you.

How Non-Profits Can Use Social Media Partnerships

Woman and man looking at laptop

Social media partners can help you get the word out about your non-profit. (Image: Flickr)

Social media is a powerful tool in helping you spread your message.

But without the help of supporters and partners, you may find it challenging to grow your following and get more donations – especially early on. Conversely, when you enlist the help of others, you’ll be able to get your message out to a much larger audience, much quicker than you would be able to on your own.

Are you wondering how you can leverage others to grow your social media presence? Not sure how a social media partnership could work for you?

Here are several tips on how non-profits can use social media partnerships to boost their following and donations.

Create A Group Of Supporters

Is there anyone you know that’s particularly active on social media and would be willing to lend a helping hand?

You may have friends, family members, acquaintances, or even people within your company that love hanging out on social media and would be more than willing to like, comment on, and share your posts.

If your non-profit is still new to social media, and you’re just getting up and running, this is a particularly effective way to bring some life to your social profiles. After all, nobody is going to follow you if it doesn’t look as though real conversations are taking place on your pages or profiles.

Just remember to look for those who are active on social media. It won’t do you much good to create a group of supporters that don’t do anything with your content.

Engage Influencers

Man working on laptop

Are you reaching out to influencers? (Image: Flickr)

Are there any influencers in your area that you could connect with? If not, are there any at a distance that might be willing to help you out?

Influencer marketing can be very effective. If they agree to share out your social media content, you can instantly gain a great deal of exposure.

Don’t forget – it is necessary to build a connection with influencers. Take some time to comment on their blog or retweet their content to get on their radar. Then start reaching out to them.

If you aren’t sure how to find local influencers, or you’re interested in further analyzing your Twitter followers, make sure to take advantage of a tool like Followerwonk, which will show you a breakdown of where each of your followers are located on a map.

Partner Up With Like-Minded Non-Profits

You can also partner up with other non-profits or like-minded organizations to help spread the word about your cause.

For example, you could make an agreement to share each other’s Facebook content on a weekly basis, or you could have a #FollowFriday campaign on Twitter, urging followers to follow your partner.

But don’t settle for just anyone. You need to find non-profits that have a bigger following than you do, or at least a different following. Make sure they share your values, and look for organizations with different types of causes than yours or your followers could become confused.

If you can find organizations that are willing to work together, you’ll be able to accomplish immeasurably more than you would be able to on your own.


Social media partnerships don’t necessarily need to be formal and set in stone. They can be loose agreements between the different parties as long as everyone involved shares he same values and willingness to promote.

Partnerships can come together very easily, and don’t necessarily need to be governed by contracts, policies, or a code of conduct. But it’s still a good idea to vet your partners before committing to work together.

Are you looking for help with your social media strategy? We’d love to hear from you. Make sure to get in touch with us so we can discuss your next project.

How Non-Profits Can Get More Donations On Social Media

A group of young men and women looking at a laptop

How can a non-profit get more donations on social media? (Image: Flickr)

Getting more social media followers is one thing. Asking for and getting donations is quite another.

Certainly, you do need some kind of following to get donations. But what you really need is an engaged following – not just a large following!

If you aren’t leveraging the power of social media for donations, you should be. The average donation on social media has been steadily increasing every year. In 2010, the average donation was $38. By 2012, it grew to $59 (here’s the study)!

The question is how? Here are several strategies non-profits can use to get more donations on social media.

Hold Social Media Contests On Facebook On A Regular Basis

Man and woman looking at laptop in office

Contests are a great way to drive up engagement (Image: Flickr)

Incentivizing your followers with contests can be an effective way to get more donations as a non-profit.

As for what kind of contest to run, it largely depends on the nature of your non-profit and what cause you are supporting.

You could incentivize donations by promising to highlight randomly selected winners. You could ask a trivia question and reward someone who gives the right answer.

Whatever you do, just remember to keep it simple, make it fun, and do it regularly. Also look into the platform’s terms of service so you don’t violate them. You could end up getting shut down if you do.

Leverage User Generated Content On YouTube

You don’t have to do it all yourself. You can engage your audience to create content of their own to get the word out about your cause.

Video content is particularly powerful, so YouTube is a great place to encourage users to upload their content.

You could ask your followers to answer a provocative question and share their viewpoint, or you could ask active contributors why they care about your cause so much and create a video around that. The only limit is your imagination.

Having some kind of incentive is also helpful. For example, you could choose the best videos and fly in donators for a tour of your facility and the filming of an additional video.

Host Google+ Hangouts

You can share your passion for your project on regular or semi-regular Google+ Hangout sessions. By entertaining and educating your audience, and letting them know how they can get involved, you’ll boost donations.

Don’t forget – you can also record your session and re-purpose it later. You can boost the long-tail donations by uploading your video to YouTube, Facebook and other sites.

Take Advantage Of These Tools

There are many fundraising tools and apps you can use to increase donations. Here are a few:

  • SnapDonate: a mobile app that allows users to donate by pointing their phone at a charity logo.
  • Good World: with this service, users can donate by using the hashtag #Donate in their social status updates.
  • Promise or Pay: a service where a user can promise to do something (exercise, meditate, diet, etc.) for a minimum of five times a week or donate to a non-profit.
  • @Pay: a service that allows users to donate with two taps by replying to an email or a text message. A very streamlined service that doesn’t require the user to enter a lot of personal information before donating.
  • YouCaring: one of the leading compassionate crowdfunding platforms.
  • FundRazr: crowdfunding site for projects that matter to you.

Final Thoughts

When it comes right down to it, there are a lot of different ways to encourage more donations on social media. Just keep in mind that what works on one platform may not necessarily work as well on another.

If you’re on LinkedIn, use strategies and tools that are complementary to LinkedIn. Likewise, whatever platform you’re on, take advantage of specific built-in features to engage your following.

Do you need help with your social media strategy? Then make sure to get in touch with us. We look forward to working with you on your next project.

How Non-Profits Can Reach More People On Social Media

Three people on smartphones

How are you planning on reaching more people on social media? (Image: Flickr)

Are you looking to grow your non-profit’s visibility on social media?

If you don’t have a well-defined strategy from the very beginning, it can be hard to direct your efforts towards achieving productive results.

But if you’re clear about what you want and how you’re going to go about getting it, your social media presence will blossom in good time.

Here is how non-profits can reach more people on social media.

Build Your Strategy

Building your social following will prove difficult unless you have a proper strategy behind what you’re doing. Here are several points to keep in mind:

  • Be specific. Make sure you know what your goals are and what you’re trying to accomplish.
  • Monitor and analyze. Keep an eye on those who are following you. They may be connected to influencers.
  • Build a group of supporters. Getting noticed on social media can be hard early on. By building a group of supporters and encouraging them to share, you can spread your presence faster than you would be able to on your own.
  • Connect with local influencers. They can expose your non-profit cause to people you might not otherwise be able to reach.
  • Look into who your team members are connected with. Check their connections on sites like LinkedIn.
  • Build your social media team. Non-profits often do not have dedicated social media people. Bring on at least one dedicated social media person that knows what they’re doing, and grow from there.
  • Reserve your user or profile name. Make sure to get your desired name on all social platforms you’re planning on using.

Tactics For Twitter

Man on smartphone at cafe

Are you using these tactics to connect with people on Twitter? (Image: Flickr)

Here are several ways to engage and build your following on Twitter:

  • Retweet the content your partners and supporters share. This helps with community-building and also increases your online visibility.
  • Tweet out your landing pages. Make sure to be specific about what you’re asking for. Create different donation pages for different goals and causes.
  • Attach images to your tweets. You can increase the engagement for your tweets by using images. Just remember to be strategic about this. Make use of images for particularly important updates, and not for every tweet you post.
  • Ask questions. This can encourage more interaction with your followers.
  • Build lists. You can organize both followers and non-followers into customized Twitter lists, and create categories such as sponsors, press, partners, and so on. This can help you discover connections you may have overlooked. You can make your lists private if need be.
  • Share more than once. Craft several tweets for every piece of content you want to share.

Tactics For Facebook

Many of the strategies already mentioned can also be applied to your Facebook marketing. In addition, here are several tactics for building your Facebook following:

  • Create a donor of the day or donor of the week feature. Publicly thanking your donors can help you to build some great connection with your community.
  • Share behind-the-scenes content. Consider posting photos from planning sessions, the office, or backstage at events.
  • Create a private group. Closed groups can be used to strategize with your team members or volunteers.
  • Create a connection with relevant pages and profiles. Like, share and comment on their content.

Final Thoughts

Social media is still largely an overlooked opportunity for non-profits. There is a lot of room for growth, and there are many different ways to expand your reach.

The key is to put together a sensible strategy, and have a willingness to revise it as necessary. Then, make sure to keep an eye on your followers, as new opportunities will eventually emerge.

Are you looking for help with your social media strategy? Then don’t hesitate to get in touch with us – we look forward to hearing from you.

7 Things You Can Do To Improve Your Presentation Skills

Man with microphone giving a presentation

Are you looking for more effective ways of delivering a message? (Image: Flickr)

You’ve been asked to speak at an upcoming event.

Awesome! But now you have to prepare a relevant, topical, and entertaining presentation that, at worst, doesn’t turn attendees off. This can be a bigger undertaking than it sounds.

Maybe this is the first time you’ll be speaking, or maybe you only have a few engagements under your belt. Or maybe you’re just a perpetual student of effective public speaking, and you’re looking for more ideas on how to improve.

Whatever the case, here is an overview of seven things you can do to improve your presentation skills.

1. Practice

There is no presentation that can’t benefit from rehearsal. Some speakers say they like to “wing it”, but inevitably their speech ends up being less organized, less on-point, and less effective.

There’s no reason to memorize everything you’re going to say – in fact, this can trip you up when you’re on stage. Focus on practicing your delivery, paying special attention to your body language, tone of voice, stance, and so on.

2. Learn As Much As You Can About The Audience


Are you connecting with your audience? (Image: Flickr)

One size does not fit all. Different audiences are going to be seeking different information, and it’s up to you to take the time to understand the nature of the conference and the people that are going to be attending.

For example, certain events may be made up of a lot of beginners who aren’t very knowledgeable about the topic you’ll be sharing on. One great way to get a feel for the audience is by showing up early to get a sense of what they’re responding to.

3. Be Clear On What You’re Trying To Say

Presentations can end up coming across aimless when they aren’t planned out. Odds are there is only so much information you can cram into a single message, so consider narrowing your focus to two or three key points at most.

Start with the end in mind, and determine what transformation you want your audience to undergo by the end of your speech.

4. Keep It Simple

Don’t try to do anything too tricky, whether it’s with presenting data, or crafting your PowerPoint presentation. Everybody has their own presentation style, and going against the flow is likely to be unproductive.

Your message is more likely to resonate with attendees when you distill your bigger ideas into simple talking points that anyone can understand.

5. Engage Your Audience & Ask Questions

Get into the habit of interacting with event attendees. Avoid making your presentation a one-way transmission of information. Instead, start a dialogue with the audience, even if you aren’t looking for a response to everything you say.

One way to achieve this end is by asking a lot of questions. The audience will begin to fill in the blanks in their minds, and will feel more like they’re in a conversation as opposed to listening passively to a speech.

6. Attend & Observe Other Presentations

There’s a great deal you can learn from watching others present. You can also get a pretty good feel for an event if you observe other speakers, watch how they’re talking to the audience, and take note of what the audience is responding to.

Take inspiration from the good, and leave out the bad in your own presentation.

7. Share Stories

Facts and figures are helpful in bringing certain points home, but stories and illustrations are far more powerful tools in creating a connection with the audience.

If you have personal experiences and examples to share, you can take your speech to the next level by incorporating them.

Final Thoughts

No matter how much experience you gain, presenting isn’t always the easiest thing to do. Preparing well should be high on your priority list for any speaking engagements you have coming up.

As you give more presentations, however, you will begin to feel more comfortable with the stage. This is a good thing as long as you continue to give focused, well thought-out presentations.

By the way, are you looking for help with your social media presence? Make sure to get in touch with us – we look forward to hearing from you.

How The Right Technology Systems Can Boost Your Social Media Marketing Campaign

Social media icons

Do you know how to boost your social media campaigns using technology? (Image: Flickr)

Every social media marketing campaign can be made more efficient and more streamlined with the assistance of the right technologies.

Unless you have a team of people dedicated to social media marketing, posting from moment to moment as inspiration strikes is both tedious and hard to track.

And if you’re a solopreneur, your time is precious. You can’t put all of your effort into preparing and posting messages, graphics, videos, and the like.

Here are some ways in which the right technology can boost your social media marketing campaign.

Defining Your Audience & Influencer Outreach

You can use tools like Followerwonk and Traackr to figure out where your audience hangs out online, and determine who the influencers are in your industry. These tools can also help you with how to best use your time and engage influencers based on their collective online presence.

Influencer marketing is a major benefit to any social media marketing campaign. By engaging influencers, you can gain more exposure for your promotion much quicker than you would be able to otherwise.

Furthermore, it’s better to spend time where you know you’re going to get the best results, versus combing through every social network and popular blog for your audience and influencers.

Finding Relevant & Engaged Content

When you know who your audience is, you can more easily figure out the types of content that your followers and target customers would find interesting. Curated content can be a powerful asset when it comes to getting more eyeballs on your various social channels.

Tools like SEMrush and Moz Fresh Web Explorer can be leveraged to find keywords to include in your copy, track the most recent mentions of a specific keyword, track links, and of course, find content that resonates with your avatar.

Managing Your Workflow

Woman on a laptop

Is your team coordinated? (Image: Flickr)

The more team members you have working on a social media campaign, the greater the need there is to be coordinated. If your team isn’t clear on objectives, don’t know who’s doing what, and don’t know what the overall message is supposed to be, you could end up feeding a bunch of meaningless noise to your followers, who may even un-follow you.

If you want to ensure that everyone is on the same page, it’s worth looking into workflow and campaign tools like Hootsuite, Spredfast, or Kapost.

These platforms allow you to schedule posts in advance, approve content before it goes out, track the customer journey, analyze content performance, drive engagement, and so on.

Even independent business owners can get a great deal of value and leverage out of these campaign management platforms.

Measuring & Tracking Results

A marketing campaign is of little use if you can’t actually track and measure the results it’s delivering.

It’s hard to make adjustments to your strategy if you don’t know what’s going on, and you’re just flushing valuable time and effort down the toilet if your campaign isn’t converting.

Fortunately, there are a couple of tools that allow you to analyze and optimize your campaigns, in real-time if necessary.

Socialbakers and Radian6 let you measure and contrast social touch points, listen in on conversations based on keywords, track customer journeys, and so on.

Final Thoughts

If you’re looking to boost your social media marketing campaigns, you definitely need to look into the many technologies available to you.

But don’t forget – it’s also important to do your homework before settling on any one platform. You should leverage the tools that best match your goals and intent. That way, you can ensure that your campaign doesn’t get out of control and over-complicated.

If you aren’t sure what steps to take next to create a successful campaign, then make sure to get in touch with us. We would be happy to help you.

Why What You Wear At Your Events Should Be A Part Of Your Marketing Strategy


How will you show up at your next event? (Image: Flickr)

Dress is a sometimes overlooked part of our professional lives.

And yet, clothing says something about us – our personality, our tendencies, perhaps even our ambition level or the degree to which we’re organized in our personal lives.

It’s one thing to make a great impression and to appear professional. This should be considered par for the course.

The real trick is to make a lasting impression. To be remembered long after the event or the moment has passed.

This might seem like a daunting task, but it is possible. Here is why what you wear at your events should be a part of your marketing strategy.

Team Unity

If you’re a solopreneur, or the only representative from your company at the event, then you pretty much have to work alone.

But if you’re hosting your own event, and you arrive with a team, you have the opportunity to divide and conquer. It can be difficult for one person to build all the connections and explore strategic partnership ideas at a conference. A team, on the other hand, can accomplish immeasurably more.

This is especially true if you are unified in your goals, and yes, even your dress. In his book, Double Double: How to Double Your Revenue and Profit in 3 Years or Less, Cameron Herold shares how him and his team arrived at a conference all in the same T-shirts. There were only four of them there, but onlookers thought there were at least a dozen of them!

The business suit might be the default choice for an event, but if you want to stand out, sometimes you have to take a different approach.

Customer & Prospect Resonance


Your clothing choice can communicate that your attendees are in the right place. (Image: Flickr)

What one thing does your business do best? What do your customers remember you for? What problems do you solve?

These are fundamental questions as a business, but if you can answer them with specificity, you can use that in your marketing. Your clothing can reflect exactly what it is you do and how you can add value to your customers.

The right clothing and message can create resonance with your customers and prospects. When people look at you and immediately go, “oh, we could use a service like that”, you know you’ve hit upon something.

The more defined your business model, the easier it is to create that instant connection. Generating leads at a conference will almost be automatic.


It has often been said that it’s important to create consistency between all channels. What this means is that you don’t want your branding on your website to be different from your social profiles, which are also different from your print materials, and so on.

You have the opportunity to create more consistency across all marketing outlets when your clothing matches exactly the image that people have come to associate with your company, your services, your products, and the like.

Another way of saying this is that you can differentiate yourself. Again, you can either blend in with everybody else, stand out in a bad way, or present yourself in a pleasant yet unique manner that gets remembered by the people who see you and meet you.


Whether you’re hosting an event of your own, or you’re attending someone else’s event, the ideas talked about here can help you figure out your marketing strategy.

So what will you be wearing to your next event? Will you show up in a way that gets people talking long after the conference has come and gone?

Think carefully about what you’d like to accomplish. How you dress will have an impact on the success of your event.

And while you’re here, if you need help with your social media strategy, make sure to get in touch with us. We look forward to hearing from you.

How To Enlist Your Friends And Family To Share Your Social Media

Three men on MacBooks

Do you know how to get your friends and family to help you with social media? (Image: Flickr)

People often begin a new project with a lot of enthusiasm.

The idea phase is the fun part. But when you start executing on your plan day after day without seeing any tangible results, it can start to wear on you.

For many, this is exactly what happens with their social media efforts. They may have hit the ground running initially, but within a short amount of time find themselves less than thrilled with the results social media marketing appears to be providing them with.

This is not uncommon. Many marketers find that creating a loyal and engaged following takes time. But when they start to see their hard work paying off, they’re glad they stuck with their plan.

One way to sustain your efforts through the lull in the early stages is to enlist the help of your friends and family. Their participation can go a long way towards curtailing doubt and disillusionment.

But even though these people know you, it isn’t always easy to cultivate ongoing support.

Here are some tips on how to enlist your friends and family to share your social media profiles and content.

Ask For Help

Man on Laptop Computer

Can you provide your family and friends with incentives to participate? (Image: Flickr)

Call up your friends and family members and pick their brain on a topic they know something about. You won’t necessarily want to use that exact terminology (i.e. “I want to pick your brain”), but people love to share about their passions, and given half the chance, they might even talk your ear off.

When it comes right down to it, there’s really only one thing you can share with your audience – it’s called content.

And if you’re looking to create stimulating, engaging and shareable content, story is one of the most compelling forms of content there is.

So, as you’re talking with your friends and family members, take notes. Ask them if you can share their stories or quotes on social media. Leverage the conversations you have, and you will almost certainly drive up more engagement.

People like to feel important, and putting the spotlight on the people you know is a great way to get them to share more.

Involve Your Friends & Family

This goes hand in hand with getting your loved ones to co-create content with you.

For example, you could share an article and tag friends and family members that would have something to say on that topic.

Or you could find and share a piece of content that they’ve created. Maybe they have their own blog, podcast or YouTube channel.

It’s important to be deliberate in how you involve these people – covering topics that they already have a vested interest in.

Recognition is also a powerful way to keep them engaged. You can talk about how your brother helped you with your latest article, or you could share about how Jim at accounting inspired an Instagram picture.

By involving your social circle in strategic ways, you can boost your share count significantly.

Create Great Content

We have a tendency of thinking that support from friends and family is a given. If you were to use the term “support” very loosely, that may well be true, but some of the greatest opposition can also come from the people you know.

That’s why it’s important to focus on creating genuinely good content no matter what. Odds are your long-term goal includes reaching people beyond your immediate circle of connections.

Valuable content can help you engage those people, but it can also help you reach others. This is particularly important when you have plans of growing beyond people you already know.

So be consistent about sharing content people will love.

Final Thoughts

Awareness is a key component to this entire equation. People need to know about your social profiles if you expect them to engage with you.

Plus, you need to provide them with a compelling reason to follow you and to share your content. It might seem a little scary, but involving loved ones in your social media efforts can really go a long way towards increasing the visibility of your social profiles.

Are you looking for help with your social media strategy? If so, make sure to get in touch with us. We look forward to serving you.

7 Ways You Can Use Email Marketing Effectively For Your Next Event

Men in an office with computers

How are you using email to promote your event? (Image: Flickr)

If you’re looking to stay in touch with your audience, there are few tools as effective as email.

It is also a fantastic promotional tool, and a great way to market an event. The problem is that it is often abused.

Marketers will sometimes send too many emails, fail to connect with their audience in a meaningful way, use shady tactics to get more people on the list, and so on.

If you want your next event to be a runaway success, observe the following tips on how to use email marketing effectively.

1. Get Permission & Don’t Overwhelm Your Audience

This may seem pretty obvious, but it’s worth noting. If you want to promote your upcoming event with email, make sure your recipients have given you permission to send them promotional messages. Few things are more annoying than getting messages you never asked for. This could get you ignored (or worse).

Additionally, don’t flood your audience with email messages just because you can. You may want to send out a few extra reminders as the date nears, but be careful not to overwhelm follower inboxes.

2. Craft Compelling Subject Lines

Your emails are of little use if they don’t actually get opened, and the first thing people see is the subject line. While you should avoid promising anything you can’t actually deliver on, you still need to be engaging enough that your subscribers will want to look at your messages.

Take some time to study copywriting and email best practices. Also note that some email marketing software lets you test the efficacy of your subject lines before sending out your campaigns.

3. Determine Who You’re Writing To

Who is your email for? Have you taken some time to think about this before sending your message? Make sure you’re talking to someone specific – not talking at your audience.

In general, people like to receive messages from people – not brand or company names. They like it when the message looks and feels personal. And focusing on one central purpose or call to action per email is usually better than trying to cram a bunch of different thoughts into it.

4. Personalize & Customize Your Emails

Woman with a tablet and a computer screen in the background

Is your message resonating with your audience? (Image: Flickr)

This goes hand in hand with the last point. Make sure to personalize emails and use language that connects with them.

Perhaps you could use the subscriber’s name or company name in the subject line. Maybe you could tweak the description of the event based on the interests of the individual subscriber.

5. Keep Your Design Simple

Entrepreneurs and companies often try to do a lot of fancy things with their email templates. But when it comes to messages you actually want your audience to open, the simpler the better.

For one thing, it will likely help you save time at the testing stage. A simple template is more likely to work across different platforms. This should also help with mobile optimization. Odds are there will be a lot of people opening your email from a smartphone or tablet, so it’s better to keep things minimal than to over-complicate.

6. Make The Offer Compelling

Why are your subscribers going to come to your event? Are there going to be prizes and giveaways? Noteworthy speakers? Will you be discussing topics that actually interest them?

You can use the insights you already have to figure out what kind of event your followers would love to attend. You can also survey them if you’re not sure. If their interests are not reflected in your email marketing, then don’t expect to get a positive response from prospective attendees.

7. Build Strategic Partnerships

There’s a limit to how frequently you can email your subscribers without appearing desperate and out of control. But here’s the good news – if you partnering up with speakers, brands, and other businesses, you can work with these influencers to get the word out through other channels.

In fact, you could ask them to send email messages to their followers. While there could be some overlap, since the messages would be coming from a different source, the overall response from subscribers should be positive.

Final Thoughts

Email is but one channel. There are many other ways in which you can promote your upcoming event.

But this isn’t to suggest that you don’t want to get your email marketing right. Of the many online marketing strategies that exist, it’s one of the most powerful.

By the way, are you looking for help with your social media strategy? Then make sure to get in touch with us – we look forward to serving you.

Why You Need To Know Your Audience Before You Start Marketing To Them

Three men on laptop computers

How well do you know your audience? (Image: Flickr)

Marketers everywhere often talk about the importance of knowing your audience. Why is that?

Quite simply, if you’re going to be selling something to someone, the more you know about them, the more likely you are to get your marketing message right.

In other words, you can waste a lot of time and money creating marketing assets, only to discover later that they don’t actually connect with the people you’ve identified as your target audience.

There are a variety of tools you can use to connect with your followers, so there’s simply no excuse not to.

Here are some additional thoughts on why you need to know your audience before you start marketing to them.

You Will Sell More If You Know Your Audience

If you have a product or a service to sell, then you will definitely sell more if you have a solid understanding of your target customer.

You may think you have a great idea, but you can’t assume your audience thinks the same. You’ll have a hard time persuading others if you haven’t taken the time to identify how they think and talk, what their pressing concerns and problems are, and how to solve them.

What many marketers do is sell the features of their offerings instead of the benefits. For example, if they’re selling a guitar, they’ll talk about the strings, the tuning pegs, the wood the guitar is made out of, the pickups it comes equipped with, and so on.

Although features may be important to the buyer, they are more interested in learning about how the product is going to solve their problem. For instance, maybe the guitar doesn’t fall out of tune. Maybe the strings break less often. Maybe the pickups are capable of producing sounds that other guitars simply aren’t able to.

When you know what problems your prospects are trying to solve, you know exactly what offerings to create. When you don’t know, you’re just shooting in the dark.

You Will Connect More If Your Know Your Audience

Woman using smartphone

Knowing your audience is the first step to connecting with them. (Image: Flickr)

This idea has already been hinted at throughout this post. If you can speak your audience’s language, you will do a better job of connecting with them.

On the surface, it may seem as though this exercise serves no purpose. But the reality is that creating this connection is essential to achieving every goal you have in mind.

Whether you want to create a bigger social following, gain more blog, podcast or email subscribers, generate more leads, or sell more products, you can draw your target follower or customer to you like a magnet when you use the exact words and phrases that they use.

You can survey your audience, email them, get on the phone with them, or even have one-on-one conversations with them. Patterns will emerge, and as you identify those, you’ll be more tuned to the exact concerns and thoughts your target audience members already have.

Your Marketing Will Be More Effective If Your Know Your Audience

Many eager entrepreneurs go out and create new products, services and businesses without actually thinking about what people want and how to reach them. Instead of working backwards, they start with an idea that they then have to try to validate. Instead of working smart, they just work hard.

This approach can work. But odds are you will be far more successful in less time if you do your homework before trying to determine the viability of your venture and having to pivot later.

If you’ve talked to your prospects, then you know what’s on their mind. You can find ways of taking heir thoughts and concerns and expressing them in your copy and marketing material. This will make it obvious to them that you’re the right choice for them.

Nobody wants to waste time and money on producing assets that don’t have a payoff. You’ll waste fewer resources if you commit to getting to know your audience first.

Final Thoughts

Researching your audience isn’t necessarily easy. It takes time, it takes effort, and it doesn’t always have any immediate rewards.

But your marketing will invariably be far more effective when you take the time to do your homework and figure out who your prospects are. In the long run, you will be better positioned to achieve your goals too.

By the way, do you need help with your social media strategy? Then don’t delay – get in touch with us so we can start assisting you.