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Communications Posts

4 Ways to Take the Confusion Out of Your Marketing Automation Platform

Written by Shayna McGroggan | on April 26, 2018 at 8:30 AM | 5 minute read

 

I am definitely one of those people who loves and needs to have the latest gadgets. When it comes to new smart phones, operating systems, gaming consoles, and audio gadgets, I covet them until they are mine.

However, more than once I’ve lusted after the latest tech toy, only to get home and let it die of loneliness in a drawer or on a shelf somewhere, because I couldn’t immediately figure it out on my own and gave up.

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Topics: Communications, Marketing, Email Marketing, Marketing Automation

Debunking 5 Marketing Automation Myths

Written by Shayna McGroggan | on April 19, 2018 at 8:30 AM | 7 minute read

 

In my quest to educate on marketing automation, I run across a lot of misconceptions. These take on a life of their own, and often feel like epic myths that would give Homer a run for his money. Someone always has a story about some other marketer, from some other organization, that had some sort of major difficulty or near catastrophe, caused by a malfunction of an automated campaign. Or they stumbled upon an unforeseen dead-end that prevented them from automating. More often than not, these issues are over-exaggerated marketing urban legends.

So, let’s uncover some epic legends and debunk some myths.

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Topics: Communications, Marketing, Collaboration Tools, Marketing Automation

3 Copywriting Best Practices for Your Email Campaigns

Written by Caitlin Struhs | on March 29, 2018 at 12:15 PM | 3 minute read

 

When you send a marketing email with a weak subject line or awkward copy, the interaction with the recipient ends right there – with your message in the digital trash. Even if you convince someone to open your email, how compelling is your content and the offer? It’s easier said than done in an era where we obsess over “Inbox Zero” and contend with complicated spam filters.

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Topics: Communications, Marketing, Email Marketing, Marketing Automation

The Power of Audience Segmentation [Infographic]

Written by Caitlin Struhs | on March 8, 2018 at 12:00 PM | 2 minute read

 

Good marketing delivers relevant content. Great marketing delivers personalized, timely content to the right people. So how can we get more personal with our audience and send them what they need? Audience segmentation is the key.

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Topics: Communications, Marketing, Member Engagement, Email Marketing, Marketing Automation

Web Tracking Is Your Marketing Automation Advantage

Written by Shayna McGroggan | on February 22, 2018 at 8:30 AM | 3 minute read

 

Web tracking may not be the first thing that leaps to mind when you think about marketing automation, but it should be. Like perfecting a golf swing, marketing automation is all about the follow-through, and combining web tracking with automated campaigns is exactly the prep you need before stepping out on the green.

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Topics: Communications, Marketing, Marketing Automation

Building Personas: Defining Your Audience

Written by Shayna McGroggan | on February 8, 2018 at 2:30 PM | 4 minute read

Creating personas is a valuable practice for many departments across organizations. From marketing and sales to product and client success, personas help teams to focus on understanding the needs and pain points of their prospects or customers. This helps organizations deliver more personalized experiences, content, and solutions that are tailored to meet the needs of specific segments of your audience. 

To serve your audience well, you have to know them. Before you can start drafting and developing your unique personas, you have to get a data-driven understanding of your environment. This means getting a firm grasp of the makeup of your customer base, your website traffic, and your competition. 

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Topics: Communications, Marketing, Customer Engagement, Marketing Automation

How to Overcome B2B Buyers’ Biggest Complaints in the Sales Process [Research]

Written by Julie Dietz on November 7, 2017 at 8:30 AM | 4 minute read

B2B sales can be tough. Buyers are well educated on products and services, including your competitors, and frequently work in teams. Often, you don’t just need to convince one person to buy, you need to convince five or more.

Fortunately, many B2B buyers have the same concerns. According to research from Aberdeen Group and PJA Advertising, there are a few issues that come up consistently during B2B sales experiences. To help improve your sales efforts, below are B2B buyers’ five biggest turn-offs and tips for maximizing your company’s sales experience.

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Topics: Communications, B2B Communities, Online Community

How to Increase Nonprofit Website Traffic (And How That Translates to Revenue)

Written by Julie Dietz on August 29, 2017 at 8:30 AM | 6 minute read

Websites are par for the course. Your nonprofit probably already has one, but you may be leaving money on the table if you’re not consistently working on improving your website’s visibility.

Just having a website isn’t enough. You need to go beyond building the initial site to create an effective online destination for your donors, volunteers and supporters, as well as prioritize getting new eyeballs on your content. A strong, carefully crafted website that gets new visitors and consistently brings loyal supporters back can become of your nonprofit’s most powerful tools for increasing awareness and revenue.

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Topics: Communications, Nonprofits and Charities, Online Community

Membership Marketing: Get More Email Opens by Understanding Send Patterns

Written by Julie Dietz on June 27, 2017 at 8:30 AM | 4 minute read

Email can be overwhelming. Many of us let emails sit, often with good intentions of getting to them later, which results in emails not being opened or read at all.

Email communication suffers when we’re busy or our inboxes are clogged with to-dos. That’s why you need to send your marketing and member emails at the optimal time, when people are most likely to pay attention.  Catch your audience at the right time, and you’ll increase the likelihood of your members opening and engaging with your communication.

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Topics: Communications, Marketing, Associations, Member Engagement, Marketing Automation, Online Community

3 Features to Look for in an Online Community App [Research]

Written by Julie Dietz on June 8, 2017 at 8:30 AM | 4 minute read

We’ve heard about the importance of mobile for years. Everything needs to look just as good on a smartphone as a laptop, whether you use responsive design or an app. But which is better? An app or responsive design?

Responsive design is essential for any website (don’t buy a website theme or work with an agency that doesn’t support it) but you should also consider that 90 percent of time spent on mobile is spent in apps. So if your association or business wants to make engaging mobile users in your online community a priority, an app is the way to go.

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Topics: Communications, Online Community Software, Member Engagement, Online Community

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