Archive for March, 2016

New Social Media Marketing Book From Go-Mash Mobile Founder

We are delighted to announce that a new social media marketing book from Go-Mash Mobile’s Founder will be published on 23rd February. Conversation is King by Patrick Macgougan is currently available on pre-order.

Although the market for social media marketing books is very busy, this unique guide looks at the science behind why people comment on and take part in discussions around content and in certain situations. Who do some social media posts receive thousands of comments but others don’t? Conversation is king uncovers and explains the key elements of discussion.

Businesses of all types and sizes can benefit from the social aspect of social media. Through discussion, businesses can grow strong communities around their products or services as well as their values and goals. Unlike quick flash competitions and attempts for easy one-word comments, this approach develops long lasting and powerful results.

Using the elements explained in Conversation is King you can create an environment that makes your followers feel comfortable enough to get involved in the discussion and content that evokes and invites comments. Currently available at Amazon and Kobo, you can pre-order the book now.

Read more: New Social Media Marketing Book From Go-Mash Mobile Founder

3 Email Marketing Metrics for Mobile, Multi-device Consumers

Email metrics provide critical, quick feedback for a campaign. This is key because most opens and clicks occur within 72 hours after a send.

But measuring opens and clicks is often just scratching the surface of the actual performance of a campaign. In this post, I’ll compare three traditional email marketing metrics to newer, more meaningful ones.

Open Rate vs. Open Rate Churn

Many email practitioners believe open rates are misleading. There are several reasons for this. First, for an “open” to register, the recipient of the email must download an image. Depending on the content and type of email, recipients who actually open and read it may never need to download images. Also, some preview screens will allow recipients to read an email without opening it.

Thus, open rates are oftentimes higher than what is reported. Despite this, the open rate has stuck around as the most popular benchmark for email engagement.

When I look at open rates across an email program, it’s important to understand who is opening. If a program consistently has a 15 percent open rate, does that mean the same 15 out of 100 people open every email? Or is it a new group of recipients each time? The answer is likely somewhere in the middle.

I call this the “open rate churn.” It’s the percentage of recipients who open every email versus those who seldom do.

Analyzing the open churn rate will produce a more complete picture of the overall engagement of a subscriber list. It will help determine the offer and frequency, too.

Read more: 3 Email Marketing Metrics for Mobile, Multi-device Consumers 

The power of email marketing for building relationships

If you want to build relationships, don’t forget the power of email marketing. Consumers may be addicted to social media but that doesn’t make it the best relationship marketing channel. While social is great for brand discovery and content sharing, it is an unreliable way to continually speak to your customers.

Even if someone goes so far as to like your Facebook page, essentially saying that they want to hear from you, there is no guarantee that they will see your message because of Facebook’s algorithms. A Facebook user could see something like 15,000 things in their newsfeed at any given time, so the social media user may never see all of the content shared by their friends and the fan pages they like. Facebook uses an algorithm to figure out the best content for each user. If somebody likes your brand’s Facebook page they only have a 6.5 percent chance of actually seeing one of your posts each time it comes out. So even though that consumer has liked you and told you that they want to hear from you, they won’t necessarily get every message that you put out there. The same is not true with email.

As long as you have a good deliverability score, if a consumer opts into your list, the chances are they are going to get your content in their inbox. This relationship is a lot more valuable because instead of catching you when they happen to be in their social news feed, your message exists in the inbox where consumers check all of their messages.

Read more: The power of email marketing for building relationships 

5 Ways to Boost Your Social Media Marketing Efforts

It’s clear that social media is here to stay. A recent survey from research firm eMarketer estimated that about three-quarters of all U.S. companies have some presence on social media. So, if your company hasn’t developed a social sharing strategy, it’s likely to be outpaced rather quickly today.

“Customers conduct their research online,” says Jason Parks, owner of Columbus, OH-based digital marketing firm The Media Captain. “We live in a digital age, and if you’re not on social, you’re not taking any steps to increase your brand voice or visibility.”

Getting started can be frustrating. How do you make your message stand out amid the cacophony of the digital world? How do you attract followers and convert them into customers? Here are five strategies to help you create effective online marketing with social media.

1-Choose the right platform. There aren’t enough hours in the day to maintain a presence on every social media site out there. The best option is to experiment with a few and maintain the ones that give you the best return on your time investment. Business-to-business salespeople often have good luck prospecting on LinkedIn, the social network designed for professionals. Visual platforms like Instagram, Pinterest and even Facebook are a great way to show off custom-decorated apparel. “The key is to know your customers and know what platform shows your business off the best,” says Ann Marie van den Hurk, a principal at Tarboro, NC, public relations firm Mind The Gap.

Read more: 5 Ways to Boost Your Social Media Marketing Efforts