As I move on from my role at SME Digital, I look back fondly on two great years of professional and personal growth and development. To keep this short and sweet, here are my parting 17 truths that I have learned during my time here:

1. You have a voice. Find the group that values yours and speak up.
2. Trust your gut. If you have a strong feeling about something related to your work, your team, or your clients, go with it.
3. The obvious is not always so obvious. Speak up. You will either save tons of agony or offer an opportunity to up-level.
4. Risk assess, don’t roadblock.
5. Trust and respect goes a long way. You are not the only one capable of creating greatness. Your greatness is not the only kind out there.
6. Get out of your box. You will grow and achieve in ways you did not think possible.
7. There is beauty in the chaos. Find the open space, inhabit it, and make an impact.
8. Find your zone. Whether it’s a block of time within each day or your special corner of the world, actively seek it out.
9. Be the team member you would want. Go that extra mile every day, every time.
10. Make time for the coffee/water cooler/happy hour chat. Knowing your team and clients on a personal level yields a deeper experience.
11. A win is never your own. Share the love.
12. Be a go-giver, not a go-getter (and read this if you haven’t already).
13. Rapid Prototype (again and again). The WOW is in the iterations.
14. Always ask what someone really liked about the work and what could make it even better. Always in that order. Paying attention to both will make you stronger.
15. Know your boundaries. And stick to them.
16. Seek mentorship. And be a mentor.
17. Challenge Yourself. Great things don’t happen in your comfort zone.

It’s been an honor to be a part of the SME Digital team, and it’s been a pleasure writing for this blog. And with that…

The post A Parting Gift: 17 Truths For Business And Life appeared first on Social Media Explorer.

Now, let me explain.

My recent post on what makes a good agency partner, and what brand should expect from them resonated with a reader who contacted me about co-presenting with a client on this very topic at their next committee meeting. Enhancement of the client/agency partnership is a hot topic right now and one that I am in the trenches with on a daily basis. Thankfully, we walk the walk here at SME Digital, so selecting a client to partner with for this presentation was simple.

As I noodled around how this presentation might play out, I realized that the best way to connect with the audience was not through blowing smoke about rainbows and butterflies (i.e. a perfect partnership, where our agency makes no mistakes and our client is flawless). The value here is through sharing compelling experiences that takes the audience through the cringe-worthy and the unthinkable circumstances (we all have them) and how a strong partnership can navigate through to successful outcomes and lessons gained.

Imperfection is okay. And normal.

SME Digital’s ego free and client-centric culture allows us to have very strong partnerships with our clients that are results-driven (which is not always the case in an agency/client partnership). Even so, as I thought through a couple of stories with varying degrees of anxiety for both our agency and our client (all of which turned out well), I realized something: I am not a perfect account manager. The agency I work for is not an error-free organization. Our clients are human, too. Reasonable mistakes are inevitable and don’t have to be the end of a partnership. We get through the ups and downs by being transparent with one another, practicing honesty at all times, telling each other what we need to hear (not necessarily what we want to hear), by keeping each other’s best interest at heart, and by learning from our mistakes.

I realized that there was a chance that I may learn even more about my client’s organization and perspective through this presentation. I am confident that this experience is going to be one that we both learn and grow from and will make our bond and shared vision even stronger.

So, the next time the thought of telling a white lie to ease the blow, or omitting something that “shouldn’t affect anything”, ask yourself this: If someone called you tomorrow requesting you co-present with your client, would you be able to confidently accept?

Would you stand on a stage today, with or in front of your client, and let it all hang out?

The post Agencies, Partners: It’s Time To Let It All Hang Out appeared first on Social Media Explorer.

It’s not just big implementation efforts, either. The same applies for smaller projects and tasks, as well. At SME Digital, we pride ourselves on implementing a measurement component for every strategy plan and tactic we execute. This means a lot of frameworks. It’s slightly embarrassing how many frameworks I have created and shared with the team only to be let down easy and sent away with hours of work ahead of me adjusting it to what the client was really asking for.

What if I told you that there is a way to eliminate communication breakdowns, misinterpretation, and the need for mindreading? Well, today is your lucky day!

The Answer Is In Conditions Of Satisfaction

Conditions of Satisfaction is a documented list of every expectation required to meet “success” in a project, task, etc. that has been signed off on by every stakeholder.

Whether you are working on implementing a strategy internally, partnering with an agency partner on a project, or creating a report for your CEO, always start by defining the conditions of satisfaction and having it approved by every stakeholder (even if it’s only 1).

In addition to saving you time from spinning your wheels trying to extract exactly what your stakeholders want, defining COS at kickoff also:

• Helps keep the project on track. It’s harder to be side-tracked when expectations are clearly set and documented.

• Ensures that you meet expectations. Oftentimes the goal of the project is refined several times and stakeholders change their mind throughout its lifecycle. By having the COS clearly defined, everyone sticks to the plan, and if a condition needs to be changed, removed, or added, the group is looped in.

• Mitigates politics. Those hostile conversations caused by a team member not being heard are few and far between once everyone has had a chance to review and sign off on the COS.

Best Practice For Conditions Of Satisfaction

Did I scare you with the thought of having multiple stakeholders sign off? Chances are, all of your stakeholders are going to be a part of the project kick-off or in a briefing session. This is the time to collectively come up with COS. I recommend the best practice of sharing out the COS after compilation and giving everyone a few days to give their final approval. This allows everyone some time to clear their mind and review it again to ensure everything is accounted for. If you have a ton of stakeholders for one project, chances are this project is a big undertaking and the extra few days it takes to finalize COS sure beats the months you will work on it, hoping you are headed down the right path.

Bottom line: We like results. Results come from clearly met expectations.

It is possible to overdo it on the COS, which leaves you feeling paralyzed to make a move. Best practice for most projects is 5 to 7.

How are you currently managing project expectations? Have you solved the problem with COS or something else? Please share in the comments section below.

The post Why Every Project Needs to Start with Conditions of Satisfaction appeared first on Social Media Explorer.

Empathy & Shared Vision

Your agency partner needs to understand the unique pressures of your business as well as the need and desire to accomplish goals. A good partner will take the time to “listen the right way”. This includes identifying the difference between:

• Sticking points such as protocols and procedures that call for strategic problem resolution.
• Road blocks that range from decision-makers with a long wait period to unexpected budget cuts.
• Opportunities, including synergies with other business lines their team is partnering with that you, the client, may not be privy to.

All three of these situations present themselves in similar fashion, but someone with a shared vision and a true partner mentality will be able to identify each, internalize it as their own experience, and act accordingly.

One of our clients here at SME Digital is in the financial sector, so we observe a time period at the end of each quarter where we dial-down communication to basically zero. We make sure that we’ve amply prepared for this time period so we, the agency partner, can plug away without taking the client’s attention away from quarter-end duties. When the clients surface up at the beginning of a new quarter, they can step back into the forward progress without missing a beat. This is an opportunity.

Another client is a large healthcare organization with a very long approval process that involves layers of stakeholders. SME Digital offers three options for every initiative, with varying degrees of quick and long-term wins, for the client to choose from to ensure our sticking point does not become a road block.

Listening Skills

Your ideal agency partner knows when to listen to influence and knows when to strictly listen. Hint: a balance is most effective. A good partner understands this as a fine art and is able to wear both hats at the same time. A good relationship between brand and agency is built on the foundation of trust, respect, and excellence, which cannot be accomplished without the art of effective listening.

Recently, I had a kick-off call for a client project: creating a content hub for a client’s valuable, but sadly still-homeless content. Implementation level 3 was not realistic in the near future due to a few website road blocks, so we were moving forward with level 1, which would allow us a quick win as well as the ability to test content. Our team (client and agency) walked through conditions of satisfaction for this project, questions, and next steps before the client shared a valid risk assessment: Level 1 was a huge undertaking and did not yield the measurement capabilities we identified as the #1 condition of satisfaction. We revisited the implications to ensure our client was able to make an informed decision.

Ultimately, your agency partner is there to support your efforts and pivot on plans as necessary, not to sell you their “big idea” and force it knowing it’s leading you down the wrong path. 

Reliability

An agency partner should provide you with peace of mind and a sense of security that projects are going to get done efficiently and effectively without you having to oversee everything. Your agency partner should help you focus on other things by acting as a Sherpa; they should have a handle on where a project is, where it’s going, and what it takes to get there, plus the ability to guide the team along the way. This is apparent in project timelines, status sheets, recurring calls, and milestones reached on time.

Another aspect of reliability is knowing that your agency partner understands your vision and will support you in getting there. You may not always agree on the best way to get there, but a partnership is about respect and compromise.

Authenticity

Trust your gut on this one. If you feel like someone is smoke and mirrors, they probably are. There should be no doubt in your mind that your agency partner is authentic, transparent, and realistic. A phony will be defensive and deflect when a problem arises rather than acknowledge, apologize, and act. No one is perfect, but a partner that is genuine and capable is a keeper!

Remember: There’s no room for phonies in a partnership that is going to uplevel your business and make you a marketing rock star.

At the end of the day, any agency should want their clients to be marketing rock stars. In order to reach this status, you need the full picture, commitment, and expertise from your partner.

What are some of the not-so-obvious characteristics, values, and traits you look for in a good agency partner? Please share in the comments section below.

The post Four Traits Every Brand Needs From Agency Partners appeared first on Social Media Explorer.

Informational content

This is content that your intended audience finds interesting but would not necessarily base a decision off of. Think 101-level information that is very broad and oftentimes short. For example, a paint store could write an informational piece in the form of a blog post titled “The Top Five Paint Colors for Fall”. A recruiting firm could include a “Best Practices for Nailing the Interview” document on their website. A reception venue might share the top three questions to ask when looking for a place to host an event on their social media pages.

The broad nature of this content attracts a wide audience, which drives awareness and helps build trust around your brand. This content also serves as a great lead into decision-making content, which is the next step towards a sale.

Decision-making content

This type of content is specifically designed to facilitate the path to purchase. Decision-making content is more in-depth, detailed information that someone further down the sales-funnel would look for and find value in. The information included in decision-making content is very focused and will help a person make a decision. It’s created for people who are already interested in what you have to offer (goods or services) and who are looking for very specific information. It’s perceived as valuable enough to exchange personal information (email, name, etc.) for. For example, if you are a reception venue, you will want a decision-making piece of content that includes pricing, capacity, limitations, and minimums to help party-planners decide if your space is right for them.

Decision-making content is going to inform and educate your audience on a specific topic, service, or approach. When creating decision-making content, consider what questions need to be answered or information needs to be provided in the final stages of the decision-making process.

Why it matters

Identifying your existing content as informational or decision-making will help you set expectations. If your information is 101-level, it should be shared as such, and you should expect it to create awareness rather than directly drive sales. If your Slideshare provides a very focused look on a specific topic, consider putting it behind a landing page to collect leads because the people who are going to view it are quality prospects.

Determining what type of content currently exists within your organization will also show you where there are holes in your strategy and additional opportunities. Do you have an awesome case-study that could benefit from a one-pager or blog post? Perhaps you can create a pre-recorded webinar to help people implement the learnings into their own business after they’ve read the case study.

What are some of the successes or challenges your organization is currently facing? Please share in the comments below:

The post Content Marketing: Set Expectations & Identify Opportunities appeared first on Social Media Explorer.

Here are the seven tools I rely on to be efficient, effective and to exceed expectations during any given workday:

Basecamp There is nothing more stressful than not having what you need, when you need it. Basecamp is a project management tool that helps you keep everything and everyone in one place. At SME Digital, the agency arm of Social Media Explorer, we use Basecamp for all client and internal projects. Having all communication, meeting notes, deliverables and files in one place, accessible to all internal team members and clients makes projects run smoothly. We also use the task feature that allows us to assign “to-dos” to specific people with a due date to serve as a reminder.

Accessible via computer or mobile, Basecamp is the best project management tool I’ve come across. It runs in the cloud on secure servers, so technical issues are few and far between (I’ve been on Basecamp for over a year and have not had an issue yet). There are tons of additional features I have not touched on in this brief summary, so be sure to check it out for yourself.

Boomerang This Gmail plug-in allows you to decide when to send and receive emails in Chrome, Firefox and Safari. This tool has become a lifeline, as I’m often drafting emails in the late evening hours. The ability to schedule emails to deploy at specified times keeps my communication within business hours so no one is disrupted during their personal time and also eliminates the chance of forgetting to actually send the message at a later time. Another cool feature is its ability to “boomerang” an incoming email, which schedules an incoming email to reappear at a later time, as determined by you. Depending on your work situation, your scheduled emails may stack up. At any time you can access a list of all scheduled messages and reschedule or cancel them.

DropBox A virtual company requires a reliable, easily accessible and secure server. SME Digital has found DropBox for Business to be exactly that. Its real-time syncing and accessibility from desktop, web, or mobile makes accessing files a breeze.

Join.Me No virtual company is complete without an online meeting and screen sharing solution. There are several services out there (including GoToMeeting and StartMeeting), but I have found Join.Me to be the most reliable in terms of connection. Most of our internal and client meetings at SME Digital take place via conference call and shared screens and we need a tool that can be easily shared with current and future clients that does not require any downloads or subscriptions. Join.Me is intuitive, simple, and my virtual meeting service of choice.

KanbanFlow Inspired by Toyota’s lean engineering process, Kanban (Japanese for “sign” or “visual board”) boards are a visual representation of project management. The Kanban system uses virtual sticky notes on a whiteboard to give you a visual overview of your current work situation. I love this tool because it gives me a simple way to stay organized, know exactly where I am on any project and sure beats a “To-Do” list. You can fly solo on this or connect with team members for further collaboration. The human brain processes visual information 60,000 times faster than text, so take some strain off your brain and get visual.

Toggl Ditch the outdated timesheet and get on board with this simple time tracking tool. Whether by web, desktop widget or mobile app (Android or iOS), this digital solution offers one-click start and stop tracking in real-time, or manual entry, which keeps this daunting task from being a hassle. Toggl offers time breakdowns so you can see how your time is really spent. Tagging and flagging options help you organize specific projects and designate billable vs. non-billable time.

15five This feedback system plays a vital role in keeping the SME Digital team connected, offering a way to communicate any issues or problems, celebrate wins (both big and small), and get a pulse on the overall team morale. The idea of this tool is to keep all team members engaged and informed by providing every employee a brief digital form to fill out that should take no more than 15 minutes to complete. The form is then reviewed by his or her manager in five minutes or less. Our team is taking full advantage of this internal communication tool and we especially love the opportunity to share exciting happenings that may go unmentioned on weekly calls.

If you manage a remote team, be sure to check out Jason Spooner’s latest post, Seven Tips For Leading a Team That Works Remotely.

These are the tools that I find most helpful. What tools would you add to this list?

The post 7 Tools I Could Not Live Without When Working Remotely appeared first on Social Media Explorer.

If you currently are—or are thinking about becoming—a remote worker, here are six tips to set yourself up for success:

Dedicate a work space and have a back up

You must have a space that is dedicated to work, regardless of the size of your house. This assigned space will help you separate your work from home life and help you get in your zone, which will increase your productivity. If you are fortunate enough to dedicate a room to “office space”, awesome! If not, you can still find a space. There is nook somewhere waiting to be devoted to your work success. Perhaps you need to create a “portable office”. The kitchen table does a great job moonlighting as a desk. Keep your computer and work supplies in a basket and set up shop each morning (or evening, if that’s when you do your best work). Make sure the room has good lighting and minimal distractions (the center of your child’s playroom is not ideal).

I have transformed my guest room into a home-office. Although there are certain tasks I like to do at my kitchen table, or even couch, I know that when it’s time for a call or a labor-intensive task, it’s time to settle back in my “office”.

Like any office, things happen. Working remotely makes for unique situations. Your internet could go haywire, family may come for a visit or you could just want a change of pace. Have a back-up plan for when things arise. I like to get out of my house and be around people, so I have found two local coffee shops that I frequent. Libraries and shared work-spaces are great too.

Set a schedule

One of the perks of working remotely (for most of us) is being able to set your own schedule. The beauty in a flexible work schedule is that you can decide when and how you want to work. Set yourself up for success by creating a schedule that works for you. Dedicate time each workday when you can accomplish the most, feel your best and enjoy the work you’re doing.

I stick to a strict Monday-Friday 8 am start time. My productivity is dependent on getting up and getting moving. The hours of 8 am- noon are when I am at my prime for answering emails, getting organized and diving into my work. Depending on what meetings I have and projects I am working on, I like to take a longer lunch break in the middle of the day, which I account for in the evening. The afternoon is when I like to schedule calls. I’ve found that grouping them together works well for me. The hours of 7 pm -9 pm is another time block that I am most naturally “in the zone”. I set aside this time for any creative writing or projects I am working on that require a lot of critical thinking and energy. I can count on these two interruption-free hours to get lost in my work. I also cherish these hours to check emails again and get set up for the following day. Sunday evenings are also a very productive time for me, so I use this time wisely as often and I can. I have a co-worker that has children, so early mornings and the hours of 5 pm- 9 pm are off-limits for work. It’s a matter of figuring out what works for you.

It will take some trial and error, but commit to finding what works for you and use the flexibility to your advantage. Remember, a flexible work schedule will require some flexibility on your part as well, so get comfortable with things “popping up”.

Stay strong

Once you’ve identified what times work best for you in your work day, stick to it. It’s easy to get distracted with personal things when working from a home office, but if it’s time for work, those dishes will have to wait! Creating a space dedicated to work as well as sticking to a schedule that works for you will help you stay on track. If you find yourself getting distracted easily, chances are either your schedule or your work space is not conducive to your success.

Set up a system with your manager and co-workers

Communication is imperative when working remotely. Work with your team to find a balance of always being informed and up-to-date, but not so much communication to hinder your productivity. At SME Digital, we have a weekly call where all members of the organization dial in to touch base on all internal and external projects, address any questions or concerns, and celebrate the wins. My specific team has a half-hour touch base every morning to go over our work in more detail and make sure everyone is set up for success. We also use G-Chat for conversations throughout the day. (I told you we weren’t recluses!)

Make time to socialize

Working remotely does mean a bit of isolation. While the benefits of this can be monumental (hello, productivity!), it’s important that you find an outlet for socialization. This can be done in conventional ways such as networking groups, social clubs, or making time for dinner with friends on a regular basis. There are also non-conventional ways, too. Here at SME Digital, we schedule “coffee talks” where we set up 15 minutes with one of our colleagues and literally sip coffee and chat about anything non-work related. It’s a great way to get to know your co-workers on personal level and also provides some human interaction.

Shut down

The biggest challenge I’ve experienced as a remote-worker is shutting down. Knowing my work is only a few feet away is tempting, and there is always “just one more thing” to be done. I’m told that putting your computer and work materials away in a place you will not see during off-hours (in a room dedicated to work, a drawer, a closet- anything!) helps. I do believe that there are major benefits from unplugging and recharging, so when I master this, I’ll report back.

These are a few ways I find success as a remote employee. Share what helps you in the comments below.

The post 6 Tips to Set Yourself Up For Success When Working Remotely appeared first on Social Media Explorer.

The first step in developing your Content Strategy is an Internal Audit. The second step, which is an essential step that should never be bypassed, is a Competitor Content Audit. A Competitor Content Audit is an in-depth look into the content efforts of your competitors to see what information is out there for your industry; what is working, what is not working; and where there is “open space” and opportunity for you to add value for your consumers.

At SME Digital (the agency arm of Social Media Explorer), we support an audit framework that evaluates what your competitors are doing and provides valuable insight, rather than just listing all content ever created into a spreadsheet.

The word “audit” probably evokes some level of discomfort for you, and, yes, a Competitor Content Audit will take time and effort. But, when done correctly, a Competitor Content Audit can yield priceless information that will set you on the path to success with your own Content Strategy.

We want to help you succeed, so allow us to take the leg work out and provide you with the list of questions to get you started on the front end. Of course, it may need to be tailored a bit to meet the needs of your specific industry, but it is quite comprehensive:

Content

• What are they doing (blog, newsletters, white papers, ebooks, etc.)?
• Is their content gated or free?
• How are they talking about themselves?
• How are they talking about the industry?
• What type of information are they sharing?
• What is the tone?
• Do they have a blog?
• Where are they promoting their content outside of their website?

Setup

• What is the look/feel?
• Is the content easily visible?
• Where are they promoting their content within their website?

Blog

• Are there consistent themes?
• Are their topics evergreen or seasonal?
• How frequently are they posting?
• How do they handle authorship?
• Who is their perceived audience?
• What kind of response are they receiving from their audience?

Evaluation

• What problem are they solving for their audience?
• What are the top three strengths of their content?
• What are the top three weaknesses of their content?
• Where do you see opportunities?
• What are your key takeaways?

Did you find this Competitor Content Audit framework helpful? Have any questions to add to the list? Please share your ideas and join the conversation in the comments below! 

The post Competitor Content Audits: Why & How to Vet Other Players in Your Industry appeared first on Social Media Explorer.

Think of your client relationship like traveling down the freeway. No matter how much planning you put into the beginning phases of your partnership, you should always rely on client feedback to ensure you’re on the most direct path to success.

Each of your clients has a unique set of needs, which need to be identified and nurtured. You can keep the momentum alive long after the early stages of your partnership by conducting meetings with your clients to gain feedback on your agency’s performance. These feedback meetings need to happen periodically throughout the year and should be the right balance – enough meetings, but not too many –for your partnership to thrive. I recommend quarterly meetings to start and then adjusting if you find that they are too often or not often enough.

It’s surprising how much insight you can gain from feedback meetings when you ask the right questions.

Here are four questions that we use here at SME Digital (the agency arm of Social Media Explorer) that are sure to spark a valuable conversation:

What’s working for you?

Always start the conversation on a positive note. Find out what your client likes about the partnership, the deliverables and the style of your services. It’s always beneficial to hear what the client appreciates about the way your team handles their account and also reminds the client why you are a good fit for their needs.

From this question, you can gauge their level of satisfaction, understand which areas you are meeting or exceeding expectations, and decide whether or not the initial strategy is still meeting their organization’s needs.

What’s not working for you?

This is your opportunity to learn what areas you can improve in and what changes need to be made. Identifying any dissatisfaction your client has early on gives you time to make adjustments before it’s too late. Although this part of the conversation may not be pleasant, it’s important to have an open-mind and use the feedback to make adjustments so the partnership is successful for the client and agency team.

Our work together would be even better if…?

Framing the question as improving on an already-good foundation shows the client that you are proactive and are dedicated to constant improvement, even if their satisfaction level is high.

This question invites clients to take a deeper look into opportunities that they may not have even considered. Highly satisfied clients seldom consider what could make the partnership better and always appreciate the question, which shows your commitment to continued success.

Is there anything else we should address – good, bad or new?

The goal of this question is to encourage the client to offer any positive or negative feedback and raise any questions that have not already been discussed. It ensures you’ve covered everything and gives you the opportunity for you to provide additional value. If your client is not inclined to speak up, or struggles with how to respond, guide him/her with additional questions such as:

• Is there anything you would like more or less of?
• What other challenges or opportunities are you facing, within our area of expertise, can we help you with?

The answers to these four questions will provide great insight into what is working well for your client, what needs improvement, and where there are opportunities for growth and development. It will also show your client how committed and dedicated your organization is to their success business. But, gaining this information is only the first step. You must be ready and willing to implement change in your processes and approach to prove that you are listening to your client. Listening is the foundation of a healthy client relationship. They hold the key to a long and successful partnership, so be sure approach the conversation as an opportunity for improvement.

What questions have you found particularly successful in requesting client feedback? Please share in the comments below.

The post Consistent Client Feedback Is The Key To A Long, Successful Partnership appeared first on Social Media Explorer.

Here at SME Digital, we’re all about proving marketing effectiveness, and marketing automation is a great way to scale sales and marketing, tying efforts back to revenue.

Below are the first three steps to get you on the road to success.

Step 1: Audit your current website for points of conversion

Take a close look at each page of your website to compile a list of potential points of conversion.  These conversion points are any point in which you request a response to your call-to-action.

Some examples include:

–        Contact Us prompts

–        Content to download (ebooks, white papers, case studies, etc.)

–        Content subscriptions (blog, e-newsletter, etc.)

–        Requests to set up an appointment or demo

Once you’ve identified these points, make a note by each that details what each response says about the lead’s interest when they respond to your request.

For example, a lead who wants to contact you during their visit to your consultancy’s website is interested in the services you have to offer. A lead who wants to download an ebook from your website is showing interest in the topic that ebook covers.

Tip: Some of these calls to action may already live on your site, which would mean you’ve already completed step 1 & 2 and would only require tying them to a landing page to capture information within a marketing automation platform.

Let’s pretend our Social Media Explorer | SME Digital site did not already use marketing automation tactics. Our list would look like this:

(Yes, we’ve already completed this exercise, so you will see all of these on our current site.)

When considering which conversion points to include on your site, be sure to tailor it specifically to your needs. A few offerings to consider as conversion points include:

• Free trials
• Customized demos
• Database access or networking opportunities
• In-person events
• Webinars or training
• Industry resources such as checklists and industry guideline updates

Step 2: Identify the goal of each conversion point

Once you’ve identified your points of conversion and understand where the leads’ interests lie, it’s important to tie a desired outcome(s) to each one that aligns with your business goals. In other words, what do you want this lead to become, or to do next?

If someone is subscribing to your daily blog, you may want them to download additional content for more information and/or schedule an appointment to speak with a  new business representative.

If someone fills out a “contact us” form, chances are you have the right idea if you want the next step they take to be purchasing your product or service.

If someone requests an industry resource, the outcome you want is for them to want more resources and/or purchase your product or service.

Here’s what Social Media Explorer | SME Digital’s Step 2 would look like:

Step 3: Create a Framework

Step 1 & 2 have helped you identify where your conversions are and where you want the leads to go next. Think of marketing automation as the bridge to get from point A to point B. Once these are established,  it’s time to develop a framework for each, also known as a lead flow. When creating frameworks or lead flows for SME Digital, I use these questions as guidance:

How warm are the conversions?

The warmer the conversion, the less messaging you need to get the lead to convert. A very warm conversion would be someone who responds to the “Hire SME” call-to-action. We know they are very interested and would not want to risk losing this lead by offering them a variety of additional content. This conversion calls for direct messaging  that requests the information needed (name, email address, etc.) and communicates we will be in touch shortly to schedule a 30-minute consultation.

What materials do I need to get in from of them?

The content that you provide at specific conversion points should align with where the lead is in the buying process. The secret to turning leads into customers is to make yourself valuable to them at all stages on the path to purchase by sending them the right information at the right time. Refer back to my previous post for a closer look at how to align content to the sales cycle.

When and how often should I be messaging them?

 The frequency of your messaging should align with your sales cycle. If you are an ecommerce company with a fast sales cycle, your messaging may be a few times a week to ensure you make a sale, whereas if you are a software company with a longer sales cycle, it may be bi-weekly or even monthly.

Striking a balance between conversions and unsubscribes takes finesse and a bit of testing to find what works best for your business. A good rule of thumb when deciding frequency of messaging is to ask “what do I have to say?” If you have valuable content to share on a frequent basis, you can send messages once or twice a week. But, don’t send messages for the sake of sending messages unless you want your unsubscribe list to skyrocket. Your email reputation affects your deliverability, so finding a good balance is imperative to effectiveness.

Now that your framework is established, it’s time to start building your campaigns within a marketing automation platform such as Marketo, Infusionsoft, Hubspot, Oracle Eloqua or Pardot.

Need help getting your marketing automation initiatives started? We can help! Click here to set up a free consultation.

Did we miss anything in the first 3 steps of our Marketing Automation plan? Have something to add to the conversation? Please comment below: 

The post Where To Start With Marketing Automation appeared first on Social Media Explorer.

Jeni: “I’m thinking about buying a new car, but I don’t know if the timing is right.”

Jeff: “This was the final straw for me. I have no choice. I will be purchasing a new car this month.”

Jeni: “I’m going to do some research to see what’s out there.”

Jeff: “I’m a step ahead of you. I have researched best models for my needs and budget and will be spending my evening searching for tips and tricks for financing. I don’t know what my options are and do not want to make a decision blindly.”

It’s clear that Jeni and Jeff are at two different stages on the path to purchase.

How can a car dealership market to both Jeni and Jeff effectively? The answer is by having readily available content that is tailored to every stage of the buyer’s journey! This can be achieved by providing a mix of Informational and Decision-Making content, no matter which distribution platform (Videos, Webinars, Ebooks, Blogs, Case Studies, etc.) you deem most appropriate for your messaging.

Providing a mix of Informational and Decision-Making content helps you:

• Reach buyers at all stages of the buying journey
• Increase brand awareness, credibility and trust
• Generate leads
• Increase customer acquisition and retention
• Establish yourself as an industry thought leader

So what is the difference between Informational and Decision-Making Content?

Informational Content

This content offers a general overview or introduction to a topic, product or brand. This information will help educate people in the early stages of the sales process, sometimes referred to as the top of the “sales funnel”. The goal of this information to educate and entice people to want to know more.

If you are Karz.com, a blog posts titled “Top 10 Reasons to Buy a New Car” and “5 Things You Need to Know When Looking for a New Car”, would be valuable pieces of Informational content to publish.

Identifying what Informational Content is most valuable

Having valuable Informational content ready for buyers at the beginning of their path to purchase is key. Think of the topics that would benefit the buyer by putting yourself in their shoes. Here are some questions, tailored for Karz.com, to help spark ideas:

• What are the initial questions people ask when they begin the search for a new car?
• What information do buyers need first to get on the path to purchase?
• What misconceptions are out there about the car industry?

While Informational Content sets the stage, helping consumers gain initial insight, Decision-Making Content is what helps make a sale.

Decision-Making Content

This type of content provides detailed information that helps people make a purchasing decision. This information is created to benefit people farther down the “sales funnel” who are ready to make a decision, but need more information. The goal of this information is to provide answers to the final questions one might have before making a purchase from you.

The “Buyer’s Guide to Purchasing a Ford” and “How to Get the Most for Your Money When Buying a Car” are both valuable pieces of Decision-Making content for Karz.com to publish.

Identifying what Decision-Making content will be most valuable  

Providing the right Decision-Making content is very important. To think of valuable information you can address, get in the buyer’s mindset at the later stage of the purchasing process. Here are some questions to ask yourself:

• What does a potential buyer take into consideration when choosing between my brand and my competitor’s brand?
• What unique features do I offer?
• What information does a buyer need to make the ultimate decision to buy what I have?

The secret to reaching customers is to make yourself valuable to them at all stages of the path to purchase. Providing both Informational and Decision-Making content is going to help you get there.

The post There Is A Right Way To Do Content Marketing appeared first on Social Media Explorer.

As marketers, we have so much information we want to share, but to be effective we need to stop blasting a bunch of information at people in hopes of something sticking (preferably the most important point).

I tend to fire hose in my personal life.  I often leave a dinner party or happy hour thinking of all of the stories that I started but never finished thanks to my tendency to go off on tangents. I am always disappointed when I realize that my punch-line or the climax of a particularly interesting story was missed because I was too concerned about getting everything I had to say out, with no rhyme or reason.

I would be willing to bet that when this happens, my friends have a hard time keeping up with me through the sharp turns of the conversation and they definitely are not receiving the information the way I intend for them to.

The moral of this story: The millions of things I want to share (aka: fire hose) are not nearly as well-received by friends as just a few great stories would be. When I blast my friends with words, they aren’t going to catch it all. Neither will your audience. And as marketers, we need to respect this.

While friends may be patient, your audience will not be. You have one chance to communicate your message, so don’t blow it on information overload.

Take the time to prepare your content with a few steps, and reap the benefit of effective communication:

Identify Your Key Messages

Before you begin drafting a message, whether it is a blog post, a sales message, website copy or a newsletter, list out the key messages you want to make. (Hint: keep it simple.)

Identifying your key messages will give you a framework and help you stay on track during the writing process. The more laser-focused you are on your messages, the more likely it is for people to understand and process.

The human brain can only process a limited amount of information at one time, so it’s simply not possible for anyone to respond well to fire hosing. It’s far more effective to impart a few major key messages than it is to “fire hose”. So, while it’s natural to want to include every piece of information you have,  don’t. It’s about sharing the information that is most beneficial for your audience.

Key messages should range between 1 and 5 points, depending on the length of your piece. If you are writing a brief sales message, focus on the top selling point. If you are writing a six-page guide on how to select the proper lighting for your home, you can dive into several key messages.

Once your your key messages have been identified, you need to decide what information to include.

Include Only the Information that Supports Your Key Messages

Planning out your key messages allows you to decide what information to include and what to leave out. Deciding what information to cut is just as important as deciding what to leave in.

A good rule of thumb for selecting what should or should not be included: Any piece of information included in your content should support your key point(s).

This includes images as well. So, if your cute puppy image is not supporting one of the points made in your writing, ditch it.

We want people to fully grasp what we are communicating. Including a fact, an example or even an image that strays from your path of key messaging is risking your chances of a reader walking away with the exact information you want them to.

Once you have your key messages identified and know what information should be included in your content, how will you best present this information?

Present the Information in a Logical Thought Pattern for the AUDIENCE

We tend to be “sender-centric” in our communication. We have so much to share about a new product or promotion, but not all of it is important to our audience. We tend to present information in a way that we want to, as if we’re checking off a list of things we need to communicate, which is not necessarily how the audience wants to receive it.

Structure your content in a way that makes sense to your audience. Flow from one thought to another as if you are in the reader’s head. The goal is to present information and answer any questions they may have before they think of them. After all, our goal is to effectively communicate a message to our audience, not to check off a list of “to-says”.

You can put yourself in the reader’s mindset by asking yourself:

• What would I want to know first?
• What would I want to know next?
• What questions would I have at this point? 

When you keep these three questions in your mind, it’s easy to identify what key message or supporting point should come next.

After you have identified your key messages, selected the best content and developed a logical flow, how can you be sure you are going to communicate effectively?

Gut Check Your Content

Ask yourself these questions

• Do I have a small number of identifiable key messages?
• Does every point I make support a key message?
• Do the examples and images I share support the key messages?
• Have I taken out everything that may mislead my audience away from the key messages?

Additionally, it’s always a good idea to ask a colleague, friend or family member that is not as close to the information to read through your work before it is finalized to be sure they are taking away the information you have intended them to.  If not, go back and make adjustments.

These are a few ways to prepare your messaging for maximum effectiveness. Do you have any tips or tricks to add? Please share in the comments below. 

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