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How to Master the Two Key Parts of Your Online Presence

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In his book Success Secrets of the Online Marketing Superstars, Mitch Meyerson introduces you to 22 innovators who have redefined the developing landscape of online marketing. In this edited excerpt, contributing author and founder of Duct Tape Marketing John Jantsch explains why email is the key to building your online presence and what you should really be using social media for.

There’s a hierarchy in the world of building a total web presence for your business, and mastering things like Facebook and Pinterest fall somewhere far behind getting your email marketing machine oiled and ready for prime time.

One thousand responsive email followers trumps 25,000 Twitter followers every day when it comes to actually promoting the things that make your money. Focus on building a list of email subscribers that want to hear from you, and social media will become a tool set to help you do more of that. While this may sound shocking and hard to hear, you should ditch social media for now and focus on email marketing first.

First things first, you need to have a value-filled ebook that motivates people to hand over their email addresses. If you already have one ready, you’re one step ahead of the game! But if not, get moving and come up with a plan to put together an educational ebook that can carve a path to your lead capture program.

Here are some helpful email marketing tips for a basic email capture plan:

  • Choose an email service provider (ESP) such as Constant Contact, GetResponse, AWeber, MailChimp, or Infusionsoft.
  • Use your ESP’s form-building tools and place a lead capture form on every page of your website. (Don’t ask for more than name and email at this point.)
  • Create an email subscription landing page—a page that describes and promotes your ebook and lists all the benefits of why a viewer might give you their email address.
  • Create a series of emails, delivered through your ESP’s autoresponder function, that provides additional information on downloading the ebook.
  • Consider using a pop-up form, such as Pippity for WordPress (if you have a WordPress blog) that can be programmed to bring focus to your offer in smart ways.
  • Many ESPs have a “tell a friend” function that allows readers to easily email your offer to friends—use it!
  • Promote your free ebook in social networks on a regular basis.

Social Media Marketing

Once you’ve got an email list of active followers, it’s time to take a new look at social media. Here are five ways to view your social media activity as a layer of your entire system:

1. Move to email. Email is still the most effective form of marketing and relationship building. It’s a tremendous tool for building the kind of long-term relationship that allows you to convert sales. While many have concluded that the same thing cannot be said for social media relationships, you can and should view your connections in these networks as a way to gain more email relationships.

2. Find your referral champs. By appending your customer data with social media data, either by way of a service, API, or CRM add-on, you can often discover your more active and potentially influential customers and prospects. This information can hide in your standard customer profile because the way people act offline and the way they participate online is often dramatically different. A customer who buys very little from you currently may turn out to be your greatest potential referral champion, but they may go unnoticed and therefore ungroomed without this layer of data.

3. Understand your customers. You need to dig deep and really find out what makes your customers tick on all levels. That means knowing what their interests and hobbies are, what restaurants they love, their favorite music and TV shows, and how much they love coaching their son’s Little League games. You might guess where this is headed: What do people on social media love to do? Talk about what they had for lunch and give reviews of movies like they were a critic. So it just might be important after all to really know your customer.

4. Improve your SEO. Great content isn’t great until somebody reads it, shares it, and links to it. It’s almost like the popular kids in high school, but that’s just the reality of inbound marketing today. It’s not enough to produce lots of content; you’ve got to get people talking about it and bringing attention to it.

5. Build PR muscle. One of my favorite uses of the social media layer is the ability to draw closer to the journalists that cover your industry or community. Today’s journalist relies on social media as a lifeline to real-time information and as a tool for collecting resources; it also makes them much more available through direct communication. By targeting key journalists and using the social layer to build a relationship as a resource, you can quickly enhance your overall chances of media coverage.

source:http://www.entrepreneur.com/article/242285

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Industry

THE FINTECH REVOLUTION IN INSURANCE

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Advancing technology has collided with longstanding customer issues to create a series of deep, lasting, systemic challenges for insurance. How will these trends impact insurers’ businesses and the industry overall?

The rise of fintech, changing consumer behavior, and advanced technologies are disrupting the insurance industry. Additionally, Insurtechs and technology startups continue to redefine customer experience through innovations such as risk-free underwriting, on-the-spot purchasing, activation, and claims processing.

The report from Deloitte Global examines forces that are disrupting the insurance industry and presents four possible scenarios for the future. We explore:

  • Changing the channel: Partnerships with product makers and distributors, and embedding insurance into other products and services may enable customers to select products that best fit their lifestyle.
  • Underwriting by machine: Technology advancements including AI innovations and algorithms will likely individualize risk selection and pricing, and customers can select products based on a wider range of price points.
  • Rise of the flexible product: Time-flexible, event-driven, modular and adjustable coverage may evolve to accommodate life stage, lifestyle, and wellness changes among consumers.
  • E-Z life insurance: Given the growth and shopping patterns in emerging markets, insurers who introduce flexible term products, and master digital distribution without compromising underwriting are likely to win in the marketplace.

Read the report to understand what the future holds for the insurance industry.

Key Contact

Neal Baumann

Neal Baumann

Global Insurance Leader

Neal leads Deloitte’s Global Insurance practice and is the US insurance consulting leader. He has 20 years of experience advising financial services and insurance company clients on corporate and comp… More

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Business

EUROPEAN INVESTMENT BANK RUNS BLOCKCHAIN HACKATHON

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A team from EY triumphed in a 48-hour European Investment Bank (EIB) hackathon designed to find ways to use blockchain technologies to redesign the transaction processing of commercial paper.

The EIB brought together 56 coders from 15 countries in 12 teams for the hackathon, run alongside the bank’s annual forum dedicated to treasury issues.

While the conference was running, the coders were locked in an adjacent room, trying to prove that blockchain tech can improve the transaction process of commercial paper – a short-term financing instrument that is used worldwide in treasury operations and still relies on an ‘archaic’ and complex process.

In the pitching session, the EY team won the contest with an effort that taps a combination of blockchain, robotics and business AI tools to optimise the issuance process and reduce the number of exchanges between the EIB and its counterparties while maintaining each one’s role within the ecosystem.

The EY team won a EUR5000 cash prize and a contract with the EIB to further develop its solution into a proof of concept.

Alexander Stubb, vice president, EIB, say: “There will be major gains from the use of new technologies such as blockchain, generated from the simplification and streamlining of existing financial processes. The new perspectives opened up by digitalisation and Distributed Ledger Technology must be assessed and we must all be ready to make use of them and embark on this new venture.

“As the EU’s financial arm, we decided to be on the active side, learn by experience and make things happen, to be a facilitator and join with our banking partners to pave the way for tomorrow’s financial industry.”

Separately, Barclays is planning a hackathon that will see coders use blockchain technology for post-trade processing of derivatives contracts. The event will take place over two days in September in London and New York, according to Coindesk.

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Industry

GOOGLE NEVER REALLY LEFT CHINA: A LOOK AT THE CHINESE WEBSITE GOOGLE’S BEEN QUIETLY RUNNING

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More information is leaking out about just how Google is planning to re-enter the Chinese market with a mobile search engine application that complies to the country’s censorship laws.

The Intercept first broke this story when a whistleblower provided them documentation detailing the secret censored search project (codenamed Dragonfly). According to them, an overlooked Google acquisition from 2008 — 265.com — has been quietly laying down the foundation for the endeavor.

In order to run a business in China, tech companies are required to obtain a Internet Content Provider license from the Chinese government. As it’s difficult for foreign businesses to obtain this license, Google has long partnered with Chinese IT company Ganji.com. Back in the early years of Google.cn, Google actually operated directly off of Ganji.com’s license, even claiming the Chinese company was temporarily running its search engine. Facing intense scrutiny from the Chinese government and the media over this license arrangement, in 2007 Google formed a legitimate joint venture company with Ganji.com — the Beijing Guxiang Information and Technology Co.

Because of the necessity of that license, Google has maintained that joint venture and has been operating in China under the name Beijing Guxiang Information and Technology Co. ever since. Even after the shut down of Google.cn, Google’s Chinese advertising enterprise has been operating under the joint venture company as well as, low and behold, 265.com. A whois search of the 265.com domain name, which provides a record of the current domain registrant information, pulls up Beijing Guxiang Information and Technology Co. as the registrant organization.

A significant number of Google employees are reportedly none too happy about Google’s project complying with Chinese censorship laws. This most recent news, that the company has long been collecting data for a moment just like this, surely won’t make morale among these workers any better.

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