This is a keynote I gave at Traveling Vineyard's 2014 Harvest conference in order to help their top 150 Wine Guides understand how to build their businesses on meaning and purpose. The talk includes a narrated journey about the approach that Mack Web uses to build better businesses through community and passion.
The Measurement Behind Your Integrated Marketing StrategyMackenzie Fogelson
Everyone involved in brand building has encountered the problem of unrealistic performance expectations: too much expected, too soon. This seems especially true with online measures; after all, if it can be distributed at the speed of light, shouldn’t results arrive just as fast? Measuring and communicating the value of your integrated marketing strategy, then, presents a formidable challenge.
This slide deck, presented at SearchLove London, discusses how to approach integrated marketing measurement so that you can earn the trust of your boss or client – from correlating goals to the right metrics, to communicating the right key performance indicators, to putting the focus on the bigger picture your data is drawing.
Conversion Optimization Beyond The Landing Page - UnwebinarMackenzie Fogelson
Once you’ve designed, tested and published your landing page, it can be tempting to sit back and wait for your conversion rates to climb. But if you’re only concentrating on your page, you’re losing out on potential conversions by neglecting the rest of your marketing funnel.
In this Unwebinar, Mack Fogelson, Founder and CEO of Mack Web, will teach you how to provide a consistent user experience that doesn’t stop at your landing page. From your website and blog, to social and email, you’ll learn why the best campaigns provide delightful experience across all marketing channels.
Growing Your Business Through Community and Integrated MarketingMackenzie Fogelson
This deck was presented at Conductor's C3 2014 Conference in New York City.
Every company, large or small, is working to earn the trust and keep the attention of their customers, long-term. Attracting the right customers and earning their loyalty and advocacy, we call community building. Making sure the marketing approach you take to building that community grows a sustainable business, we call smart.
Just like any healthy human relationship, building a community takes time, relentless effort, and a commitment to authenticity. This presentation communicates how content, social media, SEO, and email marketing - the integral components of integrated marketing - meet those requirements and how when they align with the right goals and measurement they will build your brand, a better business, and ultimately, a thriving community.
Are We There Yet? A 12-Month Community Building Case StudyMackenzie Fogelson
Community building is hard work and the process and results look different for every company. But with great effort comes great reward. Here's what we learned when building community for a company in a "boring" niche.
The Integrated Marketing KPIs of Using Video to Build Your BrandMackenzie Fogelson
Video is a great way to authentically connect people to the personality behind your brand which can certainly build your community. But if you're simply using video to build your brand, you're leaving opportunity on the table. There is so much in your video efforts that can be leveraged in other channels like social, search, email, and offline. Integrating these channels will accelerate the growth of your community and your brand. It's the sum of all the parts that leads to your true value and return on investment (ROI).
It takes more than one video to build your brand and your community. You’ve got to integrate video with all kinds of other channels like content, social, search, email and offline in order to accomplish your goals and build your business.
As marketers, our job is to help our clients build things that Google can't take away: like a community. Help your clients set the right goals and keep the focus where it belongs: on their business.
The Measurement Behind Your Integrated Marketing StrategyMackenzie Fogelson
Everyone involved in brand building has encountered the problem of unrealistic performance expectations: too much expected, too soon. This seems especially true with online measures; after all, if it can be distributed at the speed of light, shouldn’t results arrive just as fast? Measuring and communicating the value of your integrated marketing strategy, then, presents a formidable challenge.
This slide deck, presented at SearchLove London, discusses how to approach integrated marketing measurement so that you can earn the trust of your boss or client – from correlating goals to the right metrics, to communicating the right key performance indicators, to putting the focus on the bigger picture your data is drawing.
Conversion Optimization Beyond The Landing Page - UnwebinarMackenzie Fogelson
Once you’ve designed, tested and published your landing page, it can be tempting to sit back and wait for your conversion rates to climb. But if you’re only concentrating on your page, you’re losing out on potential conversions by neglecting the rest of your marketing funnel.
In this Unwebinar, Mack Fogelson, Founder and CEO of Mack Web, will teach you how to provide a consistent user experience that doesn’t stop at your landing page. From your website and blog, to social and email, you’ll learn why the best campaigns provide delightful experience across all marketing channels.
Growing Your Business Through Community and Integrated MarketingMackenzie Fogelson
This deck was presented at Conductor's C3 2014 Conference in New York City.
Every company, large or small, is working to earn the trust and keep the attention of their customers, long-term. Attracting the right customers and earning their loyalty and advocacy, we call community building. Making sure the marketing approach you take to building that community grows a sustainable business, we call smart.
Just like any healthy human relationship, building a community takes time, relentless effort, and a commitment to authenticity. This presentation communicates how content, social media, SEO, and email marketing - the integral components of integrated marketing - meet those requirements and how when they align with the right goals and measurement they will build your brand, a better business, and ultimately, a thriving community.
Are We There Yet? A 12-Month Community Building Case StudyMackenzie Fogelson
Community building is hard work and the process and results look different for every company. But with great effort comes great reward. Here's what we learned when building community for a company in a "boring" niche.
The Integrated Marketing KPIs of Using Video to Build Your BrandMackenzie Fogelson
Video is a great way to authentically connect people to the personality behind your brand which can certainly build your community. But if you're simply using video to build your brand, you're leaving opportunity on the table. There is so much in your video efforts that can be leveraged in other channels like social, search, email, and offline. Integrating these channels will accelerate the growth of your community and your brand. It's the sum of all the parts that leads to your true value and return on investment (ROI).
It takes more than one video to build your brand and your community. You’ve got to integrate video with all kinds of other channels like content, social, search, email and offline in order to accomplish your goals and build your business.
As marketers, our job is to help our clients build things that Google can't take away: like a community. Help your clients set the right goals and keep the focus where it belongs: on their business.
Content is a powerful tool that can be used to accomplish big goals for your business, but it needs to serve a purpose and focus on your customer. Work to balance your foundational and community building content and don't make it all about you.
Cultivating a community is hard work. This short presentation to the Larimer County Workforce Investment Board (with the Workforce 2020 Initiative) provides insight into 3 community building lessons that provide a framework for success.
It’s impossible to communicate the value of social media efforts when you’re using a metric like follower count. It’s easy to measure, but it doesn’t mean anything. You’ve got to put in the work to measure the right things so that you can determine whether your efforts are actually making a difference.
Facebook for Business presented to Geiger Sales Partners at the 2012 Geiger Galleria.
Dana's Top 10 Must Do's if your going to use the powerful platform to build long term customer relationships.
With the ever-changing climate of social media, it’s hard to know what’s “in” and what will help grow your business. Social media, digital marketing and new technology holds tremendous opportunities for companies looking to drive new business, retain customers, create engagement and increase revenue. So many changes have come through social media in the past few years, and no doubt that more are on their way in 2016. Interested in where it is all going? What should be in store for you for the next year? Join Erica Campbell Byrum, Director of Social Media for For Rent Media Solutions as she shares insight into social media trends to help you develop a social program that is proactive versus reactive.
Erica Campbell Byrum, Director of Social Media for For Rent Media Solutions presented at a For Rent Media Solutions event in Atlanta, GA on 11/11/2015.
AANC - Defining 2016: Social Media & Digital Trends in Multifamily Erica Campbell Byrum
With the ever-changing climate of social media, it’s hard to know what’s “in” and what will help grow your business. Social media, digital marketing and new technology holds tremendous opportunities for companies looking to drive new business, retain customers, create engagement and increase revenue. So many changes have come through social media in the past few years, and no doubt that more are on their way in 2016. Interested in where it is all going? What should be in store for you for the next year? Join Erica Campbell Byrum, Director of Social Media for For Rent Media Solutions as she shares insight into social media trends to help you develop a social program that is proactive versus reactive.
This presentation was presented by Erica Campbell Byrum, Director of Social Media for For Rent media Solutions on May 25, 2016 in Raleigh, NC at the AANC Conference.
The 9 Most Horrifying Content Marketing Misunderstandings (Chris Moody + Jay ...Chris Moody
Compendium hosted a webinar this Halloween with Jay Baer and Chris Moody to shine a light on the 9 most horrific content marketing misunderstandings. View the recorded webinar to hear them dispel the myths at http://www.youtube.com/watch?v=PCk99xWMVvQ.
Utilising Search Console For Quick SEO Wins - BrightonSEO April 2017Laura Hogan
Search Console doesn't have to be a tool for webmasters and developers, there's plenty of data you can gain from the tool without the need for an understanding of development. Here's the quick wins you can apply to your seo strategy, straight from search console!
Creating a Content Promotion Plan that Works | Digital Marketing for Business...Casie Gillette
The idea of “If you build it, they will come” doesn’t apply to content. In fact, with so much content being created every day, just getting your piece to stand out has become a major challenge for businesses. The good news is, content marketing, when done right, can drive traffic, social shares, and links. More importantly, it can drive the right traffic, social shares from industry influencers, and links from relevant sources. The key is in the promotion strategy.
This presentation looks at how businesses can create a content promotion strategy from start to finish. Understand how to identify relevant post topics, find and reach influencers, and get those influencers to share your content when it launches. See real life examples and the tools that can help content marketers succeed.
2015 Digital Trends for Multifamily - Midwest Multifamily Conference Erica Campbell Byrum
With the ever-changing climate of social media, it’s hard to know what’s “in” and what will help grow your business. Social media, digital marketing and new technology holds tremendous opportunities for companies looking to drive new business, retain customers, create engagement and increase revenue. So many changes have come through social media in the past few years, and no doubt that more are on their way in 2015. Interested in where it is all going? What should be in store for you for the next year? Join Erica Campbell Byrum, Director of Social Media for For Rent Media Solutions as she shares insight into social media trends to help you develop a social program that is proactive versus reactive.
Erica Campbell Byrum, Director of Social Media for For Rent Media Solutions presented this at the Midwest Multifamily Conference event on 9/17/15.
Brand: The Only Future Ranking Factor - Malcolm Slade speaking at Brighton SEOEpiphany
Malcolm’s presentation, Brand: The Only Future Ranking Factor, revisits research he carried out back in 2012 to see if he was right about the importance of brand signals in SEO and the influence brand power has in affecting rankings.
Additionally, Malcolm also discussed what the state of play for SEO looks like in 2017, and the potential opportunities that will drive search success in the near future.
Facebook Video: How Companies are Succeeding with Videos on FacebookMari Smith
Mari Smith's Content Marketing World 2016 presentation, sponsored by Animoto.com - the leading video creation tool for savvy marketers! Discover the latest stats, trends and proven strategies and tactics for making your social video content marketing work for you in 2017!
Agenda includes:
- Television vs. Digital Video
- Social Video Stats & Facts
- The Facebook Organic/Paid Wave
- Video Ad Call To Arms
- Video Ad Best Practices
- Case Study
This is an Intro presentation on "Why Social Media works"
Stats, screenshots, and a short Facebook 101 tutorial in included...
Feel free to download it and customize for your use :)
ODU Internet Marketing Class: Leveraging Social Media Marketing Erica Campbell Byrum
Erica Campbell was a Guest Lecturer for Old Dominion University's Internet Marketing Class on 4/7/2011. She spoke on integrated marketing strategies and how online social networking sites have revolutionized the way people interact with each other and gather information.
Memorable companies often make language their own. Learn the tactics to create a brand voice your audience will love and remember. Erica McGillivray from Moz will walk you through what creating branded language means, how to do it, how to scale and advocate for it, and how to keep it fresh. We'll explore:
- Creative language team exercises for defining brand lingo and the psychology behind it.
- What it actually looks like to teach and get input on language from your team.
- Crafting a brand voice guide from statements of purpose and addressing different audiences to dictionaries.
- How to humanize your brand through word choices.
- Empowering your staff or clients to be internal and external advocates of a shared language.
- Using your voice to own your audience and culture across your marketing channels.
- Real life examples from brands such as Stitch Fix, Basecamp, SuperHeroStuff, theSkimm, and more that use language to bring their community in for shared dialog.
Presented at Content Marketing Conference, Las Vegas, May 2016
With the ever-changing climate of social media, it’s hard to know what’s “in” and what will help grow your business. Social media, digital marketing and new technology holds tremendous opportunities for companies looking to drive new business, retain customers, create engagement and increase revenue. So many changes have come through social media in the past few years, and no doubt that more are on their way in 2016. Interested in where it is all going? What should be in store for you for the next year? Join Erica Campbell Byrum, Director of Social Media for For Rent Media Solutions as she shares insight into social media trends to help you develop a social program that is proactive versus reactive.
Erica Campbell Byrum, Director of Social Media for For Rent Media Solutions presented this at the Hampton Roads Multifamily University event on 10/28/2015.
The Simple 3-Step System To Earning $1k Per Day-All ONLINE!Tracey Walker
In this presentation, I reveal the simple 3-steps I have used over the past 2 years to earn over $750K, working 2-3 hours a day, all online..from home!
You can get more details at http://www.KeepAllTheCash.com
This reveals the actual strategies and leaves nothing out!
If you are ready to discover HOW to change your life learning what marketing skill are required to have success, this presentation is for you!
The #BeckBromFL, which stands for Beckenham Bromley Follower Ladder, was created as a beacon to help promote local information from businesses and individuals to the tweeting community in Bromley.
Since it’s inception in late 2011, the hashtag has helped bring the local community together in numerous ways. From honest and reliable business recommendations to helping nd lost cats, the #BeckBromFL is a truly marvelous collection of people.
In June 2014 we decided to explore how the hashtag had bettered the community. We asked How Has #BeckBromFL Helped You?
Content is a powerful tool that can be used to accomplish big goals for your business, but it needs to serve a purpose and focus on your customer. Work to balance your foundational and community building content and don't make it all about you.
Cultivating a community is hard work. This short presentation to the Larimer County Workforce Investment Board (with the Workforce 2020 Initiative) provides insight into 3 community building lessons that provide a framework for success.
It’s impossible to communicate the value of social media efforts when you’re using a metric like follower count. It’s easy to measure, but it doesn’t mean anything. You’ve got to put in the work to measure the right things so that you can determine whether your efforts are actually making a difference.
Facebook for Business presented to Geiger Sales Partners at the 2012 Geiger Galleria.
Dana's Top 10 Must Do's if your going to use the powerful platform to build long term customer relationships.
With the ever-changing climate of social media, it’s hard to know what’s “in” and what will help grow your business. Social media, digital marketing and new technology holds tremendous opportunities for companies looking to drive new business, retain customers, create engagement and increase revenue. So many changes have come through social media in the past few years, and no doubt that more are on their way in 2016. Interested in where it is all going? What should be in store for you for the next year? Join Erica Campbell Byrum, Director of Social Media for For Rent Media Solutions as she shares insight into social media trends to help you develop a social program that is proactive versus reactive.
Erica Campbell Byrum, Director of Social Media for For Rent Media Solutions presented at a For Rent Media Solutions event in Atlanta, GA on 11/11/2015.
AANC - Defining 2016: Social Media & Digital Trends in Multifamily Erica Campbell Byrum
With the ever-changing climate of social media, it’s hard to know what’s “in” and what will help grow your business. Social media, digital marketing and new technology holds tremendous opportunities for companies looking to drive new business, retain customers, create engagement and increase revenue. So many changes have come through social media in the past few years, and no doubt that more are on their way in 2016. Interested in where it is all going? What should be in store for you for the next year? Join Erica Campbell Byrum, Director of Social Media for For Rent Media Solutions as she shares insight into social media trends to help you develop a social program that is proactive versus reactive.
This presentation was presented by Erica Campbell Byrum, Director of Social Media for For Rent media Solutions on May 25, 2016 in Raleigh, NC at the AANC Conference.
The 9 Most Horrifying Content Marketing Misunderstandings (Chris Moody + Jay ...Chris Moody
Compendium hosted a webinar this Halloween with Jay Baer and Chris Moody to shine a light on the 9 most horrific content marketing misunderstandings. View the recorded webinar to hear them dispel the myths at http://www.youtube.com/watch?v=PCk99xWMVvQ.
Utilising Search Console For Quick SEO Wins - BrightonSEO April 2017Laura Hogan
Search Console doesn't have to be a tool for webmasters and developers, there's plenty of data you can gain from the tool without the need for an understanding of development. Here's the quick wins you can apply to your seo strategy, straight from search console!
Creating a Content Promotion Plan that Works | Digital Marketing for Business...Casie Gillette
The idea of “If you build it, they will come” doesn’t apply to content. In fact, with so much content being created every day, just getting your piece to stand out has become a major challenge for businesses. The good news is, content marketing, when done right, can drive traffic, social shares, and links. More importantly, it can drive the right traffic, social shares from industry influencers, and links from relevant sources. The key is in the promotion strategy.
This presentation looks at how businesses can create a content promotion strategy from start to finish. Understand how to identify relevant post topics, find and reach influencers, and get those influencers to share your content when it launches. See real life examples and the tools that can help content marketers succeed.
2015 Digital Trends for Multifamily - Midwest Multifamily Conference Erica Campbell Byrum
With the ever-changing climate of social media, it’s hard to know what’s “in” and what will help grow your business. Social media, digital marketing and new technology holds tremendous opportunities for companies looking to drive new business, retain customers, create engagement and increase revenue. So many changes have come through social media in the past few years, and no doubt that more are on their way in 2015. Interested in where it is all going? What should be in store for you for the next year? Join Erica Campbell Byrum, Director of Social Media for For Rent Media Solutions as she shares insight into social media trends to help you develop a social program that is proactive versus reactive.
Erica Campbell Byrum, Director of Social Media for For Rent Media Solutions presented this at the Midwest Multifamily Conference event on 9/17/15.
Brand: The Only Future Ranking Factor - Malcolm Slade speaking at Brighton SEOEpiphany
Malcolm’s presentation, Brand: The Only Future Ranking Factor, revisits research he carried out back in 2012 to see if he was right about the importance of brand signals in SEO and the influence brand power has in affecting rankings.
Additionally, Malcolm also discussed what the state of play for SEO looks like in 2017, and the potential opportunities that will drive search success in the near future.
Facebook Video: How Companies are Succeeding with Videos on FacebookMari Smith
Mari Smith's Content Marketing World 2016 presentation, sponsored by Animoto.com - the leading video creation tool for savvy marketers! Discover the latest stats, trends and proven strategies and tactics for making your social video content marketing work for you in 2017!
Agenda includes:
- Television vs. Digital Video
- Social Video Stats & Facts
- The Facebook Organic/Paid Wave
- Video Ad Call To Arms
- Video Ad Best Practices
- Case Study
This is an Intro presentation on "Why Social Media works"
Stats, screenshots, and a short Facebook 101 tutorial in included...
Feel free to download it and customize for your use :)
ODU Internet Marketing Class: Leveraging Social Media Marketing Erica Campbell Byrum
Erica Campbell was a Guest Lecturer for Old Dominion University's Internet Marketing Class on 4/7/2011. She spoke on integrated marketing strategies and how online social networking sites have revolutionized the way people interact with each other and gather information.
Memorable companies often make language their own. Learn the tactics to create a brand voice your audience will love and remember. Erica McGillivray from Moz will walk you through what creating branded language means, how to do it, how to scale and advocate for it, and how to keep it fresh. We'll explore:
- Creative language team exercises for defining brand lingo and the psychology behind it.
- What it actually looks like to teach and get input on language from your team.
- Crafting a brand voice guide from statements of purpose and addressing different audiences to dictionaries.
- How to humanize your brand through word choices.
- Empowering your staff or clients to be internal and external advocates of a shared language.
- Using your voice to own your audience and culture across your marketing channels.
- Real life examples from brands such as Stitch Fix, Basecamp, SuperHeroStuff, theSkimm, and more that use language to bring their community in for shared dialog.
Presented at Content Marketing Conference, Las Vegas, May 2016
With the ever-changing climate of social media, it’s hard to know what’s “in” and what will help grow your business. Social media, digital marketing and new technology holds tremendous opportunities for companies looking to drive new business, retain customers, create engagement and increase revenue. So many changes have come through social media in the past few years, and no doubt that more are on their way in 2016. Interested in where it is all going? What should be in store for you for the next year? Join Erica Campbell Byrum, Director of Social Media for For Rent Media Solutions as she shares insight into social media trends to help you develop a social program that is proactive versus reactive.
Erica Campbell Byrum, Director of Social Media for For Rent Media Solutions presented this at the Hampton Roads Multifamily University event on 10/28/2015.
The Simple 3-Step System To Earning $1k Per Day-All ONLINE!Tracey Walker
In this presentation, I reveal the simple 3-steps I have used over the past 2 years to earn over $750K, working 2-3 hours a day, all online..from home!
You can get more details at http://www.KeepAllTheCash.com
This reveals the actual strategies and leaves nothing out!
If you are ready to discover HOW to change your life learning what marketing skill are required to have success, this presentation is for you!
The #BeckBromFL, which stands for Beckenham Bromley Follower Ladder, was created as a beacon to help promote local information from businesses and individuals to the tweeting community in Bromley.
Since it’s inception in late 2011, the hashtag has helped bring the local community together in numerous ways. From honest and reliable business recommendations to helping nd lost cats, the #BeckBromFL is a truly marvelous collection of people.
In June 2014 we decided to explore how the hashtag had bettered the community. We asked How Has #BeckBromFL Helped You?
What are the best home businesses to start in 2020?Steve Jackson
Learn More: https://digital-selling.org/best-home-businesses-to-start/
After going through a good amount of new direct sales companies globally it came to my conclusion that there was only one new company worth discussing
With new home businesses being created everyday, you would have thought that the choices would have been larger but apparently not. The main issue is trying to find the best business ideas to make money rather than any old business to start.
The main reason for deciding on this company is because many of the global leaders seems to be swarming towards it. I am guessing that the main reason is because of the owns Kosta Gara and Jeff Mack, both who have years in the home businesses and MLM industry as reps and business owners. Regardless, I don’t believe that it is enough for even global leaders that the owners have a track record in network marketing. So, there must be something more attracting the best of the best.
TechStars Talk on Organizational Health (Kyle Porter)SalesLoft
I gave this talk at FounderCon (the annual TechStars founder conference). It's entirely focused on organizational health: (core values, culture, meeting, rhythm, vision, mission, meetings, company pulse, sales development)
Content & Social Marketing for SMBs (Connected Women #PWIB13)Christel Quek
FEATURED SLIDESHARE OF THE DAY (11 December 2013): Thank you!! https://twitter.com/SlideShareToday/status/410502548672372736
Welcome to the new rules of engagement - and social media marketing + content marketing should be approached from different ways for Small & Medium Businesses
What's covered in this presentation:
- Using Content Marketing & Social Media Platforms to address key challenges faced by SMBs : Value Proposition, Growing Customers, Revenue, & Scaling the Business
- One Size Does not Fit All : Using different social media platforms (Facebook, Twitter, YouTube, LinkedIn, Slideshare) in a targeted fashion that is different from how big brands approach digital strategy
- Resources for SMBs to scale and operationalise their content and social media marketing efforts
- Writing a Simple Social Media Action Plan: Goals, Target Audience, Measurement, Brand Voice & Personality, KPIs, & designing an Overall Content Plan
- The last word on Community: Communities are built on Relationships, not Technology
This presentation was a joint effort by Jamshed Wadia (@JamshedWadia) & Christel Quek (@ladyxtel) for the inaugural Connected Women - Powering Women in Business conference in Singapore, which is supported by Microsoft, StarHub, and Athena Network Singapore & Asia-Pacific.
Social Media for Small Business - @ladyxtel & @jamshedwadiaPiyush Pankaj
The New Rules of Engagement, Its not about Social channels but is about being where people are, And all businesses are run by people for people. How Small Medium business can take benefits from Social Media channel. Social is all about being Sincere, Open, Collaborative, Interested, Authentic and Likeable
8 Things You Can Ask Influencers To DoRustin Banks
Whether you're already executing on an influencer strategy or are just getting started, optimizing influencer relationships will be key to a successful digital program.
Join TapInfluence and Jay Baer as we discuss types of influencers, relationship building, and real world influencer marketing examples.
5 Foundations of Great Nonprofit Websites - Mike Marag - Fervor MarketingMike Farag
Great nonprofit websites are not reserved for just a chosen few, they are possible for every nonprofit.
Start with 5 key foundations that every website or organization needs to have as foundations in order to grow their mission.
5 foundations of great nonprofit websites mike farag - fervor marketingMike Farag
Great nonprofit websites are not reserved for just a chosen few, they are possible for every nonprofit.
Start with 5 key foundations that every website or organization needs to have as foundations in order to grow their mission.
FOR MORE: Visit www.createfervor.com
5 foundations of great nonprofit websites mike farag - fervor marketingMike Farag
Great nonprofit websites are not reserved for just a chosen few, they are possible for every nonprofit.
Start with 5 key foundations that every website or organization needs to have as foundations in order to grow their mission.
FOR MORE: Visit www.createfervor.com
Similar to Building Your Business on Meaning and Purpose - 3 Steps to Building an Authentic Community. (20)
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
2. @MACKFOGELSON
Life looked a whole lot different before I had two of these.
These are my kids: Ryan and Easton.
3. Ryan
Sabrina
6
@MACKFOGELSON
Ryan is 6. She’s about to start first grade. She can swim in the deep end and read
chapter books. She’s a little CEO in the making.
4. Easton
James
3.95
@MACKFOGELSON
And this is Eason. He’s almost 4. As of this spring, he can ride a big boy bike without
training wheels. Just this week he’s decided that Spider Man is in fact an actual
profession and that’s what he’s gonna be when he grows up.
6. @MACKFOGELSON
There were no Cheerios to vacuum out of my car. (I don’t care who you are. If you’re
a mom, you have Cheerios in your car).
7. @MACKFOGELSON
There was no pressure getting dinner on the table because Easton’s hungry and
cranky and a severe meltdown is brewing.
8. @MACKFOGELSON
No sleepless nights because Ryan’s in the bathroom puking every 45 minutes. No
cleaning poop stains out of underwear because their arms aren’t long enough to
wipe properly. No packing lunches at the end of a 14 hour day where I just want to
sit on the couch and have a glass of wine.
9. @MACKFOGELSON
There was no having to ask 300 times if Easton would please just put his pants on so
that I could possibly make it to work before this time tomorrow.
10. @MACKFOGELSON
But over the last 6 years, and in the midst of going through all of these glamorous
and wonderful things that they never tell you about before you actually become a
parent, something happened. I just started to feel like life was accelerating at an
incredible pace and I wanted to make the most of it.
11. @MACKFOGELSON
And so, two and a half years ago, we made a change. Instead of building websites, we
wanted to help businesses put meaning ahead of money. We wanted to help these
companies focus first on their higher purpose. What they really stood for at their
very core of their company- beyond sales and revenue.
12. Companies
need to
possess these
3 things.
@MACKFOGELSON
That meant that these companies would have to be willing to use marketing very
differently. Not just as a tactic or a hack, but as a lifestyle. And that takes a very
special company. So we identified 3 characteristics that we knew they needed to
possess in order for this approach to work.
13. @MACKFOGELSON
1The aspiration required to
build a better business.
Desire
These companies must have the desire to build a better business. It isn’t always
about the money. It’s about making someone’s life better. The lives of your
employees as much as it is about your customers.
14. @MACKFOGELSON
2The compassion necessary to
put others first.
Heart
These companies had to have heart. This approach isn’t about self-promotion and
hard core selling. Certainly this approach would help them make money. It’s just that
these companies would want to create something that people really wanted to be a
part of (and tell their friends about). They were willing to put others first.
15. @MACKFOGELSON
3The driving force essential to
enduring the tough stuff.
Passion
And lastly, and most importantly, these companies had to have passion and also be
willing to do the work. This approach is not easy. This building a better business stuff
takes a lot of time and hard work. They needed to have the passion so that they
would drive forward when the work was hard and they wanted to quit.
16. We were
meaning & purpose.
@MACKFOGELSON
seeking
We realized that if we found companies like this, who had Desire, and Heart, and
Passion, it meant that our team would have purpose in their work beyond money.
17. @MACKFOGELSON
And it also meant that we got to spend our days with passionate people and
companies who we really cared about. And when you work with companies and
people like that, success is inevitable.
20. @MACKFOGELSON
Marketing shouldn’t
be about tactics.
Marketing should be about
building a better business
from the inside out.
When you start from goals, marketing isn't about tactics. It becomes integrated
strategy that helps you build a better business from the inside out.
21. Put the
on the people.
@MACKFOGELSON
focus
And in order to do that, you have to put the focus on your customers (That’s you.
That’s everyone who works at Traveling Vineyard. That’s your guests, that’s the
friends of your guests). You have to care about them. You have to listen to them.
22. Put the
on the passion.
@MACKFOGELSON
focus
You need to ignite a passion that people are attracted to and really want to be a part
of.
23. @MACKFOGELSON
Communities are not
built by businesses.
Communities are built by people.
Communities are built from a passion that people feel about something. You’re part
of this community because you’ve found other people who share the same passion.
The passion to contribute to your own well-being and happiness and of your family.
And be around other people who also care about those same things.
24. @MACKFOGELSON
Traveling Vineyard isn’t
about selling wine.
This company is about changing
lives.
Although there is a passion for wine inside of this community, the passion that has
been ignited with Traveling Vineyard is not about wine, it’s about changing people’s
lives. The lives of women (and men) that you’ve been hearing over the last few days.
25. @MACKFOGELSON
what are we
working on with
Traveling Vineyard?
So I want to switch gears for a little bit and talk about what Mack Web is helping
Traveling Vineyard to do.
26. @MACKFOGELSON
So the first time I met Rick and Huib, I knew they had Desire, Heart, and Passion. I
remember sitting in the Traveling Vineyard office with them as Rick told me story
after story, and showed me pictures, of just a few of the more than 1,400 (mostly)
women who were all part of this wine selling thing.
27. @MACKFOGELSON
And as I listened to these stories, It was clear that Traveling Vineyard was about a
whole lot more than selling wine. It was about these incredible people who had
found meaning and purpose in their lives by starting businesses of their own
through the Traveling Vineyard.
30. @MACKFOGELSON
Who the heck
is this?
And of course, this, I thought, who the heck are these people? These are not the
people from Rick and Huib’s stories. From what I was seeing on the outside, there
was no way to experience the difference that Traveling Vineyard was making in all of
these people’s lives.
31. @MACKFOGELSON
And so the transformation began to bring Traveling Vineyard’s insides to the
outside. As I explained to Rick and Huib when we first met, our work with the
Traveling Vineyard isn’t really about marketing. It’s about telling their story. Your
stories. And fostering this incredible community of people that already exists.
33. We see
behind the passion.
@MACKFOGELSON
the people
We see the real people who are behind all of this passion that’s at the root of this
company. If we can communicate that passion, we will ignite that same passion in
other people and attract them to this community and build Traveling Vineyard’s
business.
34. @MACKFOGELSON
So instead of that stock footage, we see Kirby. We hear her story about the
difference that Traveling Vineyard has made in her life. How her life has changed.
35. @MACKFOGELSON
We see Kristy and we hear her story (which is different than Kirby’s). These stories
build a connection with other people who also share that passion and want to be
part of this community.
36. @MACKFOGELSON
So over the next several months, and over the next several years, we’ll be working on
a whole lot more than that. We’re going to be building some content on the blog and
on the website and doing all kinds of things offline to provide you with the resources
you need that will help you build your businesses. So that we can show what success
looks like in real life.
39. Move
forward.
@MACKFOGELSON
leadership
2) We’re also working on moving Traveling Vineyard’s industry leadership forward.
What that means is really being the example. They’re a company with Desire, Heart,
and Passion and they will show other companies what it means to build a better
business.
40. This is a
commitment.
@MACKFOGELSON
long-term
And this stuff doesn’t happen over night. This is more than a new logo and beautiful
website. It’s more than telling these stories. There’s a lot of work to be done to bring
the inside to the outside. So just like I tell Rick and Huib, this a minimum 2-3 year
process to START this transformation both on and offline.
41. @MACKFOGELSON
Communities are built
from the inside out.
This is a lifestyle, not a tactic.
Traveling Vineyard already has what it takes to be a great company, but for a long,
long time, their outsides have not matched their insides. So we’re helping Traveling
Vineyard improve what is already there. We’re guiding Rick, Huib, and the Traveling
Vineyard team as they build a community of life-long customers and a brand that
you can all be proud to be a part of and build a business with.
42. Our
begins today.
@MACKFOGELSON
journey
This is going to be a long, hard-working, and extremely rewarding journey. It’s a new
approach that’s truly about building a better business and better lives for everyone
who is part of this organization and community. We are all a team and we need to
work together to make it great. And it starts here, today.
43. @MACKFOGELSON
how can you
build your business
and your community?
So that all sounds pretty great. Hopefully this makes you really excited about what
we’re working on with Traveling Vineyard because the more their brand grows, the
better it is for your business. But let’s talk more about you. How you can use these
same things to grow your business and your community.
44. Build your
community
by doing
3 things.
@MACKFOGELSON
There are 3 really important things to do when you’re working on building your
community.
47. @MACKFOGELSON
1Be intentional about what
you want to accomplish.
Set goals
Funny thing about goals is that when you dream them up and write them down, you
actually get them accomplished. When you’re working on growing your business and
building a community, you’ve got to start from goals.
48. @MACKFOGELSON
Set Goals
What do you want to
accomplish in 3-5 years,
1 year, this week, today?
And when you’re setting goals, you want to think both long term and short term.
What do you want to accomplish: In 3-5 years? In 1 year? This week? Today?
49. @MACKFOGELSON
What do you want for your
business, your family, yourself?
Don’t just think about goals your business. Break it down to what you want for
your family. What do you want for yourself? Maybe you want to hit a financial
goal. Maybe you want to become a better leader. Maybe you want to spend more
time with your family.
50. @MACKFOGELSON
When I’m setting goals for the business, I involve the team. Every quarter we
gather at my house to identify goals for the company and what we really want to
achieve. It keeps us focused on what we want to accomplish long term, but we
also break it down into actionable steps that we can take so that we’re actually
working toward those goals we’ve set.
51. @MACKFOGELSON
For my family, one my my goals is to spend more quality time with Jon, my
husband. It seems silly that I would set this as a goal, but because the business will
always require so much work, I really have to make an effort to carve out this time
for us.
52. @MACKFOGELSON
And I also want to have the means to take my family on more vacations. Also
working on that goal of spending more quality time with my husband and also my
kids.
53. @MACKFOGELSON
I do have a shoe problem. And in addition to going on vacations and enjoying my
family, I’d also like to enjoy some more shoes. May be silly, but it’s a personal goal
for me to have the means to have some fun and support my shoe habit.
54. @MACKFOGELSON
Most importantly my goal for me long-term is balance. And taking care of myself.
Working out. Eating great. Not letting work take over every inch of my life (even
though I love it). I really want to focus on taking care of me. Set a good example for
my team and may family. And that’s certainly a goal I’ll continue to work on long
term.
55. @MACKFOGELSON
Where would you like to be
in just 1 year?
Sometimes setting visionary goals for that 3-5 year period is too far away. So in
addition to that visionary goal, think about the shorter term. Where would you
like to be in just 12 months? At the end of this year, what do you want to have
accomplished? Once you’ve identified that, you can even break this down into 9
months, 6 months, 3 months even so that you have a bit of a road map.
56. @MACKFOGELSON
What will you do this week
that will get you closer?
So that when you get ready to face the week, you know what you’re working
toward based on these longer term goals you’ve set. What is it that you are going
to accomplish that helps get you one step closer to that 1 year goal? Your 3-5 year
goal? It helps to bring the vision down to reality.
57. @MACKFOGELSON
What will you do today that
will make a difference?
How about today? Be intentional about your time. When you’re on Facebook,
have a mission or you’ll be on there all day. Time yourself. Spend your time
engaging and building relationships and then move on to the other important
things that you have to accomplish in your day so that you’re working toward
those goals you’ve set.
58. @MACKFOGELSON
I have made a promise to myself to be very specific about the time I spend during
my day. There’s always so many meetings. so I block out time to get work done so I
don’t have to work at night and I can work toward accomplishing my goals.
59. @MACKFOGELSON
Set Goals
What’s the first step?
Break it down. Start
somewhere. Start small.
!
So when I’m setting goals, I like to break them down so that I actually know how I’m
going to accomplish them. And sometimes, all that takes is determining that very
first step. Break it down into that first phone call or even just searching something
on Google.
60. @MACKFOGELSON
Set Goals
Who can you ask for help?
There’s always someone who is
willing to open a door.
Probably the most important thing about setting and accomplishing goals is thinking
about who can help you. Think through your network of friends and supporters. Do
you know someone who may know someone who can help?
61. @MACKFOGELSON
Don’t be afraid to ask.
Even if it seems like a long shot.
“
“- Sheryl Sandberg, COO Facebook
Don’t go it alone and don’t be afraid to ask for help. When I started Mack Web, I
knew nothing about business. In fact, I have two English degrees. I’ve learned
everything about growing this team by reading blog posts, books, going to
conferences, and asking friends for help.
62. @MACKFOGELSON
Set your goals and identify
what success means to you.
Make sure that when you’re setting goals you’re also identifying what success looks
like. What package does your success come in? Sometimes your reward is contrast.
Clarity that something isn't right for you. Is it more time with your kids? Breaking a
financial ceiling you never thought you'd hit?Just remember that success comes in
different packages. Keep your expectations in check.
63. Always
to your goals.
@MACKFOGELSON
go back
Always stay rooted in goals. When you’re feeling stuck or like things are not going
the way you’d like them to, go back to goals. Go back to those indicators of success.
Reevaluate, define your steps, and continue moving forward.
64. @MACKFOGELSON
Setting obtainable goals
is key to happiness.
Instead of perfection, we should aim
for sustainable and fulfilling.
“
“- Sheryl Sandberg, COO Facebook
And always bring it back to purpose and meaning.
66. @MACKFOGELSON
2People like people who are
authentic and genuine.
Be human
Social media is about people. It’s about being a real, actual human that other people
can relate to and trust. Along with that passion, that’s what really builds a
community.
67. @MACKFOGELSON
Be Human
The people who are winning
on social media are those
who have earned trust.
The people who win on social media, and the people and companies who are able to
build a community around their passion, are those who have earned trust by being
authentic and genuine and are living up to the promises their brand has made.
68. @MACKFOGELSON
It’s not about the numbers.
It’s about the connection.
And the thing to remember about social media is that it’s not about the numbers. It’s
not about building this huge group of people just so that you can sell them
something. What you want are people who listen, participate, and engage.
69. @MACKFOGELSON
Be Human
Make an effort to
actually care about the
people around you.
Your ultimate goal is to build a network of people who think highly of you. People
who respect you. People who view you as a knowledge source. People who know
they can came to or call when they need help. You want people to feel connected to
you.
70. @MACKFOGELSON
Don’t make it about the sale.
What’s important to them?
How do you do that? Don’t always make it about the sale. Don’t shove your business
card into someones hand. Ask about them. Talk about their lives and what’s
important to them. If you can focus on being authentic and genuine, you will attract
sales. Just be human and make an effort to actually care about people.
71. @MACKFOGELSON
Be Human
Have a balance
between your professional
and personal side.
That starts with being a human yourself and showing your personality both on and
offline. When you’re with people in person, it’s easier to earn their trust and
understand that you’re authentic and genuine. But that’s not always the case online.
You want to make sure your human-ness is being communicated effectively online.
72. @MACKFOGELSON
Let’s take a look at Kirby’s profile on Pinterest. She has a great photo and her bio
says: Wine Consultant - The Traveling Vineyard she then has a link to her website
and her bio page. Nothing wrong with any of that, but what if Kirby revised her bio a
bit to include her personality, to show her authenticity, her passions, and things that
actually make her human.
73. @MACKFOGELSON
Before
After
Here we see Kirby’s loves: wine, food, and life….but especially being a mom. This
shows who she is and makes her approachable and friendly. Someone who’s easy to
connect and reach out to. This makes her human.
Good wine, good food, good life. As a Traveling Vineyard Wine Guide
& Wine Tasting Mommy, I get to enjoy them all.
(I love talking about them, too. Hint, hint.)
74. @MACKFOGELSON
Same thing here on Twitter for Kiersten. Her bio talks about her job at Traveling
Vineyard. Which is fine, but it doesn’t help us understand anything about Kiersten as
an authentic and genuine human.
75. @MACKFOGELSON
Trying new wines, learning wine things,
making wine money. As a Traveling
Vineyard Wine Guide, I get to do it all -
on my own schedule. Jealous?
AfterBefore
!
This keeps Kiersten’s personality in the mix but changes the focus just slightly to be
more authentic and less sales-y which will provide a better chance of a connection
with Kiersten.
76. Be who
both on and offline.
@MACKFOGELSON
you are
So the big takeaway here is that you really have to work to help people trust you
online. Show them that you’re human just like you would offline.
78. @MACKFOGELSON
3Always remember that
this is not about you.
Listen
This is the hardest step. You’re the one who’s responsible for making things happen
in your business. You’re setting goals. You’re taking the action steps. You have an
agenda that you want to accomplish. You want to be in control of how things are
going to go.
79. @MACKFOGELSON
Listen
You’re not the most
important part of
the customer equation.
But remember the importance of being human. And when it comes to building
relationships with people, (especially online) the most important thing to remember
is that you’re NOT the most important person in the relationship. You’ve got to put
the focus on them.
80. @MACKFOGELSON
Listen
Is there anything
you can do to
make their life better?
Talk to your customers. Ask them what they think. Is there anything that would help
make their lives easier? Is there something they want to learn more about? You
actually need to ask them what they need.
81. @MACKFOGELSON
What is your biggest
problem?
How can I solve it?
“
“- Sheryl Sandberg, COO Facebook
When you put your customer’s needs first, when you serve others, you will build
your community and your business.
82. @MACKFOGELSON
Listen
Show them you’ve listened
with action. Provide the
value they’re seeking.
After you’ve received that feedback, show them that you’ve listened through action.
Don’t make this about you. Make it about the value you can provide your customers.
Here’s how…
83. @MACKFOGELSON
Try the 4-1-1 rule:
4 pieces of curated content
1 re-share of another’s content
1 self-promotional item
There’s a ratio here that you really want to balance. So the majority of the stuff
you’re doing is not all about you. You’re focusing on the conversation and providing
value.
85. @MACKFOGELSON
You’ll want to make sure you’re listening to your customers and understanding what
they’re really passionate about. Wine? Probably. You can then read blogs like Vine
Pair or Wine Folly who provide a lot of value that your customers would probably
love. If you’re a team leader, you can share blog posts on leadership and taking care
of your customers.
86. @MACKFOGELSON
And then share that value on social media and give credit to the source. This does
two things: 1) it provides your audience with valuable content (that you didn’t have
to create because someone else wrote it). They feel good about you. You’re smart.
This helps them to feel more connected. 2) It helps to forge a connection between
you and the person who wrote the content. People like to feel special. When people
know you find them valuable, they are more likely to feel connected to you (and this
is one of the ways to grow friendships and relationships online).
88. @MACKFOGELSON
So here’s an example of a re-share or RT from Traveling Vineyard. We RT something
that Deanna shared that had @homegoods tagged in there. This is going to be really
relevant and valuable for Traveling Vineyard’s audience and because Home Goods is
in the tweet, their social media team will see that Traveling Vineyard shared it. Now
it may take some time to turn their head, but it wouldn't be such a bad idea if Home
Goods then decided to follow Traveling Vineyard and share their content and the
great things they’re doing.
90. @MACKFOGELSON
So here’s an example of amore self-promotional tweet. Traveling Vineyard was
sharing something about Harvest. And there was still value in this tweet because
they’re trying to get others to be able to participate in the fun (whether they can
come to Harvest or not) so they’re providing the hashtag.
91. @MACKFOGELSON
When I share curated content, I like to write something clever to explain the value in
it that shows my personalty. I also like to include images wherever possible (people
like images).
92. @MACKFOGELSON
And I also try to share something personal. But again, follow that 4-1-1 rule so that
you have a balance between making it about you and making it about them. It’s that
ratio that I’m not talking about myself all day long, I’m providing value, that overall,
I’m doing things that really benefit my audience and make it about them.
94. @MACKFOGELSON
When you’re posting your stuff on social media, you’re hearing what your audience
really wants. Look at what people are liking, sharing, or commenting. We’ve found
that the Traveling Vineyard community on Facebook likes recipes. This recipe had
18 shares and 20 likes.
96. @MACKFOGELSON
They also really like graphics like these. 169 shares and 104 likes and a ton of
conversation. You just need to listen to what they respond to and adjust accordingly.
Make it about them. Keep testing out your balance for your 4-1-1 ratio.
97. Your goal
a conversation.
@MACKFOGELSON
is to spark
It’s easy for people to like things. It’s harder to get them to have a conversation with
you. To be engaged. To participate.
98. @MACKFOGELSON
Try different things. And try things that get them talking. For this post, we shared a
quote from the article we were sharing. Fewer people liked and shared this, but it
sparked a little conversation and connection. Makes them feel like you’re listening.
100. @MACKFOGELSON
Or like this on Facebook. Start a sentence and let your community finish it. So try
lots of different things, but really make sure you’re listening.
101. @MACKFOGELSON
Show them you listened through action. Take the online offline. I’d make some
sangria for her. Or find another recipe in another week or two and share that with
her online. Bring some recipes to your next party. Or find a recipe that’s similar to
what they said they liked and seek them out to share it with them on social media.
You just have to listen and paying attention to what they’re saying.
102. @MACKFOGELSON
Listening is a dynamic process.
Make the effort to adapt.
And don’t do the same thing day in day out. Experiment with different things not
only on social media but at your tastings and listen. Then apply what you learn.
106. @MACKFOGELSON
So this is a photo wall that we built at Mack Web. We put this up to remind us why
we’re here. The people and the things on this wall are what really matters to us. This
is why we work so hard. This is what gives us meaning and purpose in our lives.
And doing all of the things that I have talked about today, those are the things that
have helped to build our company over the last few years. And doing these things
have made us successful. It’s taken a few years, but it’s really working. Which makes
me feel really good because…
109. @MACKFOGELSON
The secret is,
there is no secret.
Just do the best you can with
what you’ve got.
“
“- Sheryl Sandberg, COO Facebook
Owning a business and being a mom is hard, hard work. It’s a continuous journey of
self-discovery. You learn what you can handle, how much you can endure. You learn
that you possess courage and the ability to take risk and that you do in fact have the
courage to sustain it. Remember to stay rooted in the goals you’ve set. Don’t
compare yourself to anyone but you. Start small. Don’t give up. Provide value. And
most importantly, have a purpose for doing this besides money. Remember that
you’re not just selling wine, you’re changing your lives.