Category: Customer Experience Optimization

BUZZER! Why Attend Aimclear’s Integrated Psychographics, Search, Radical Targeting, Revenue & Branding Workshop!

marty weintraub unleashed

Paradoxically, now that paid social advertising channels at open-wide adoption, many marketers can’t score social ROI at scale in social alone. Stand true, courageous marketers! There are often easy wins skillfully segmenting marketing “Integration.”  We’ll share proven, integrated marketing techniques which optimize and expand marketing programs for greater leads and sales. Boom!

Learn how advanced marketers expand multi-channel conversion by integrating paid & organic: social, search, PR, offline, and other data. We’ll demonstrate using Facebook, Twitter LinkedIn, YouTube, and share fabulous hacks to integrate social with AdWords and segmented, filtered retargeting/remarketing.

We’ll also take a swing at paid and organic social fixes in response to the new “Facebook Zero” mess, as FB has nearly eliminated propagation of publisher, brand and news content in the organic news feed.

marty weintraub integrated marketing DGU18

Join Marty Weintraub, Founder of AIMCLEAR®, 2X winner of Best Large Integrated Agency, 10 total US Search Awards, storied client credits and 6X Inc. 5000 for a no-holds-barred full day workshop shredding session to demystify and empower attendees:

  • What the hell does “Integrated” mean anyway?
  • Psycho vs. Demo & Why ARE We Here?
  • Practical Social Psychographics for Profit
  • Psychographic Research, Proxies & Planning
  • Creative Segmentation! The Last Mile of Psychographic Targeting
  • PR & Social Psychographic Influencer Marketing
  • Organic Psychographics
  • Advanced Integration: Social Psychographics, SEM, SEO, PR & Data Management
  • Execution-by-hand, assistive technology vs. full automationfacebook targeting

Integrated Marketing Machines

I’ll share some of AIMCLEAR’s vaunted secret sauce, laying out hands-on channel techniques we know work to execute by hand, with assistive technology and/or full automation.

Creative Mapping. Radiate successful creative to & from any channel. This technique helped win two US Search Awards and transformed several client programs. Integrated creative is the future.

Target Persona Schemas w/ Templated Purchase Clarity: Map core search concepts & psychographic intent-layer-templates for powerful (re)targeting. This technique embodies marketing integration. Learn to run paid social in a 1:1 metaphor with search PPC. Again, this is part of the future of marketing integration and data management.

Audience Density Analysis

Psychographic Analysis for Complete Custom Audience Clarity

psychographic analysis
  • Study Single Pages & Themed Clusters
  • Build Mind Blowing Persona Reports
  • Parse Empirical Purchase Affinities
  • Advise Creative Strategy & Treatments
  • Crank Inbred Amplification Targeting
  • Slice Success traffic, Target Elements
  • Comprehend Keyword Psychographics
  • Segment Influencers for PR, SEO, Branding & Conversion
  • Map Lookalike Extrapolation
  • Mine Intent Data for Inside Banner Sales
  • Cause Keyword Search Early: Reduce Search Frequency (This one’s a real toe-tapper)

Filtered Retargeting Module, with Creative Mapping for and easy ROI boost. Learn to layer additional psychographic targeting variables at the keyword, creative and/or concept levels. This technique is little discussed and we’ve been using it for years.

Moonshot creative pathway to purchase mapping with client preview, approval render, & push to addressable channels. Moonshot is a dream come true. The ad writer sculpts multiple touches, landing page variables and takes the customer journey into account. The result is a more coherent marketing process.

PR & Influencer Social Psychographic Distribution Module

Troll (like a lure behind a boat) inexpensive media spend, distributing to influencers filtered by customer acquisition psychographics.  We’ve made a meal of this technique, leading the way in a hybrid PR/SEO and performance marketing integration hack. While FB has limited employer targeting, I’ll share effective workarounds.

Please Join Us at Digital Growth Unleashed 2018

Aimclear has been presenting workshops surrounding social psychographic targeted advertising for a decade, from Sydney and Munich to New York, San Francisco and Jerusalem.  Marty’s 4 years judging the EU and UK Search Awards afford him rare exposure to how best agencies and in-house marketers in the world use channels together, today.   This is a rare opportunity to get practical information from a team which sees a lot of Integrated case studies.

About Marty Weintraub

Marty is an entrepreneur, author, speaker & BWCA wilderness guide. He founded Aimclear®, a driven marketing agency dominant in psychographic targeting, winner of 10 US Search Awards, including 2X Best Large Integrated Agency, Best Use Of Social In A Search Campaign.

Credits include Uber, eBay, Airbnb, Dell, LInkedIn, Etsy, Eurail, Firestone, Amazon, Quest, Martha Stewart Omni, Intel, Travelocity, Macy’s, GoDaddy, 3M, InfusionSoft, Siemens, SeagullOutfitters and many more. A fixture on the international conference circuit, Marty has appeared in front of hundreds of international search & social marketing conference audiences, from Jerusalem to Sydney.

Entrepreneur Magazine wrote the reason for Marty’s success is a “Unique persona that is instantly recognizable.” He has been described as “not your typical agency type,” a “social media maverick,” “Foodie-Yelp addict” and “more innovator than follower.”​

Having helped Aimclear to Inc. 500/5000 status 6X (2012-2017: fastest growing privately held US Firms), Marty guides Aimclear agency content, vision, services & creative-hands-on. Aimclear is a 4X top 100 workplace by Minnesota Business Magazine. Marty won 4 “Top 25 Most Influential PPC Experts” awards, Top 100 Twin Cities People To Know & claimed the coveted “US Search Personality Of The Year” tiara. Marty is a perennial judge and presenter at The European & UK Search Awards.

His Wiley/Sybex books, “Killer Facebook Ads”​ and “The Complete Social Media Community Manager’s Guide: Essential Tools and Tactics for Business Success” are critically respected. Marty has been cited & quoted in flagship publications including WSJ, NPR, Inc., Forbes, MediaPost & Adage. Aimclear Blog is well read, having been cited as a Top 10 Small Business Blogs, Top Ten Social Media Blogs and PRWeb’s 25 Essential Public Relations Blogs You Should Be Reading.

Your Content is Great. Is it Helping Your Buyers?

is your content helpful to buyers?

In a recent post from Pam Neely, a well-respected consultant and content marketer, Neely looks at the time spent on content marketing efforts and what we are really getting out of it. If you spend 20 hours producing a “great” piece of content, is it actually great?

Not necessarily. A high-quality piece of content doesn’t automatically make the content great for you. As Neely points out, “if you had taken those 20 hours of content creation and put them into creating a piece of content that filled a content gap in your buyers’ journey… that content probably would get you results. That content would support both your business goals and the needs of your audience.” That’s what makes great content.

Unfortunately for most content marketers, building the content that occupies the space between business goals and audience needs can be tricky. It may not fit with internal marketing campaigns, the right resources may not be in place, or even more likely, the team may not know what that content actually is.

How do we find the gaps in our content and move buyers down the funnel?

There are a few keys, of which we’ll be digging into further at Digital Growth Unleashed, that can help content marketers find that sweet spot for success. Let’s take a quick look:

What’s already working in content marketing?

So often, content marketers get stuck on the “what’s next?” element of content creation. We are constantly trying to produce the next best thing or come up with a ground-breaking idea. The thing is, we don’t have to do that.

You likely already have content that is driving traffic and customers are responding to. The key is figuring out why.

1. What elements do the pieces have in common?

2. What problem do they address?

3. Where do they fit in the funnel?

By looking at our data and understanding what is already working, we can figure out what our customers actually want.

What are people looking for?

My foray into the world of marketing began at an SEO agency so I would be lying if I said I don’t obsess over how people search.

1. Where do they search?

2. How do they search?

3. What terms or phrases are they using?

4. How do people respond?

A client of mine has a really fantastic resource section. They’ve created guides, best practice docs, blogs, webinars, product demos, FAQs and more. All of these assets target various pieces of the funnel but also different types of searches.

However, during an analysis last year we realized that while they were doing a fantastic job creating content to get new customers in the door, they were missing the content that helps bring existing customers back. How did we find that content?

By looking at how others were searching online (via social, review sites, search engines), what search engine results were showing, what competitors were talking about, and through additional keyword research.

As a result, we now have a content strategy that incorporates existing customers and helps drive potential customers facing those more advanced challenges.

What are you missing?

Luckily, identifying what you are missing is the easy part as the first two steps really help you figure out what you need and what you don’t have.

The results may surprise you. Perhaps those product demo videos you haven’t gotten around to are a necessity. Or maybe that money you spent on creating an infographic really wasn’t worth it.

Creating content that your buyers want is what makes great content. By understanding what content is working and what content you need, you can ensure your budgets are going toward building assets that hit that perfect spot between business goals and audience wants.

Join me at Digital Growth Unleashed as we dig deeper and look at how you can take your content marketing strategy even further.

About the Author

Casie-Gillette

Casie Gillette is the Senior Director of Digital Marketing at KoMarketing, a B2B marketing agency in Boston, MA. She has been in the digital space since 2005, working on both the agency side and in-house. Casie has been responsible for developing and implementing marketing strategies for both small businesses and Fortune 500 companies. She regularly speaks about content marketing, search, social, and branding.

I Joined Match.com and Didn’t Get the Love I Expected

Where was the onboarding help when I needed it?

Ever wonder what happens when a conversion copywriter and marketing strategist joins Match.com after being out of the dating scene for a looong time?

Do I join looking for love? Or do I join and wonder how such a massive company completely misses out on opportunities with their neglectful onboarding and company-centric copy?

Well, the answer is both.

Match.com gets a new customer

I joined Match.com after a friend told me it’s how he met his girlfriend. My friend is 29-years-old, employed, responsible and has all of his teeth, so it reassured me that other men on the site would, at the most, be lovely like my friend, or at the least, be “normal.”

But I was still skeptical.

The last time I was single, there was no online dating that I knew about. And because of my unfamiliarity, I assumed it was for people who were desperate or couldn’t find anyone. This was my 20-year-old, last-time-I-was-single brain thinking. It was simple meeting new people when I was 20.

When you’re over 40 it’s a different world. The only people you meet are the parents of your kids’ friends. And like them, I spend a large part of my week in my minivan driving kids to swim practice, dance class and piano lessons. The closest I get physically to new people is when I go to Starbucks and jostle for the cream pitcher and stir sticks.

My young friend didn’t understand my reluctance. He told me that almost everyone in his social circle had tried online dating.

So, I joined.

What’s a lady gotta do to get some help around here?

It started easily enough.

The questions were straightforward. I was asked things like my age, my height and if I had children.

When I got to the essay portion, I was stuck.

I had no idea what to write.

I’m a copywriter, and I write everyday. But a copywriting framework such as AIDA or PAS didn’t feel right in this case. (Too nerdy.) What I really wanted to do was see what other people wrote on their profiles.

But this wasn’t an option. There was also no option for help or a tutorial. So, I skipped this section and moved on.

Oh, I get it. There is no help for new customers.

After the essay portion things didn’t get better. I searched for videos, tutorials or help articles. There were some help articles, but they were difficult to find and not very helpful.

I waited for some onboarding emails to arrive. And except for a confusing and completely unhelpful welcome email, there were no onboarding emails.

The whole joining process left me feeling grumpy and annoyed, which is not a good look when you’re trying to meet a potential mate. I was starting to feel stupid too. Also not a good look.

It’s not difficult to be helpful.

A new customer is a wonderful thing. A new customer is optimistic and engaged. This is the perfect moment for a business to welcome, delight and encourage someone. To show them that they’ve made the right choice in doing business with you. To get them excited about what their future holds.

Great copywriting is a powerful way to this very thing. It’s a way to nurture a new, and potentially lucrative relationship.

In my session at Digital Growth Unleashed I’ll walk you through where Match goes wrong and show you how they, and any business, can do a better job of onboarding new customers with effective copywriting.

See you there.

About the Author

Lisa Pierson is conversion copywriter devoted to putting customers first. She helps her clients create customer focused copy that drives the action they want. In Lisa’s presentation you’ll get deep (and funny!) insights about communicating with your audience combined with actionable tips so you can execute.

3 Ways to Win Digital CX in 2018

3 ways to win digital cx in 2018

These days most Enterprises understand the value of customer experience and invest accordingly. In order to effectively compete in today’s market, brands must provide stellar customer experiences at every touchpoint, especially in digital channels. Even if you’re not competing directly with a digital disruptor, chances are your customers have been served by one and those experiences are shaping their expectations.

A Digital Voice of Customer program is the most effective way of improving CX and should be designed as an integral part of your digital stack. Some digital technologies such as analytics solutions and session recordings help you understand ‘what’ your users are doing, whereas Voice of Customer feedback allows you to understand ‘why’ they’re doing it. These insights are imperative for Marketers to help drive business goals and results (read more about that here).

Ori Soen, General Manager of Medallia for Digital and recognized thought leader in the field of digital customer experience, emphasizes the importance of the following 3 foundations and how they can impact your CX in 2018. Hear him speak in more detail at Digital Growth Unleashed, May 17th 2018, Las Vegas.

1. Better understand customers and find out the ‘why’ behind the ‘what’

Your analytics platform can show you what customers do on your site, and highlight the weak spots in your sales funnels, but analytics is not enough. Only customer feedback can explain why: why your customer abandoned their shopping cart or didn’t complete a task.

However, analytics data and customer feedback should not be seen as two distinct silos; advanced Digital VoC programs can combine both the analytics data and customer feedback, allowing you to see and understand the full customer journey. This combination offers unprecedented visibility into a user’s actions and motivations, providing a powerful tool for improving customer experience.

Leading companies unite those insights with the wisdom of the crowd: enabling employees across the business with customer feedback unlocks a company’s ability to positively impact experiences across channels.

2. Get actionable insights, make better business decisions

Collecting online customer feedback is the most effective source for guiding your product and business roadmap. In fact, Gartner predicts that by 2020, customers will manage 85% of their relationship with the enterprise without interacting with a human.

In a competitive market, there’s no time for guess work and Marketing leaders should rely on feedback data to make informed business decisions and prioritize their investments. For example, Western Union, a leader in global payment services, used Medallia for Digital’s VoC solution to quickly and accurately find out their customers’ requirements regarding one of their services. Using this feedback, they can now successfully prioritize future development features and build tools that their customers actually want, not just what the company thinks they want.

Listening to the voice of your customers reduces the element of doubt; Product and Marketing teams can now create amazing products and services that fulfil their users’ needs and is actually what their customers require, rather than what a company thinks they want. And at the same time, the company is constantly improving their customer satisfaction levels – that’s the great advantage of investing in customer experience.

3. Consistently Improve Your CX

Customer experience is not a short-term project and doesn’t have an endgame or date. In this case, it’s the journey not the destination… By consistently and strategically trying to improve your CX, you always have a pulse on what your customers want, and don’t want, and you will become better equipped to solve problems and improve your products and services.

By listening, understanding and most importantly, acting on customer feedback to close the loop with your users, you can consistently improve your brand’s equity, which will ultimately lead to increased conversion rates, customer satisfaction and customer loyalty.

About the Author

Michelle Burns is Marketing Manager at Medallia Inc.

Medallia for Digital helps companies capture customer feedback across emerging web and mobile channels, engage customers with compelling digital experiences and keep pace with customers’ constantly changing behaviors. Medallia for Digital is a native component of the Medallia platform – a leading Customer Experience Management SaaS company, which is trusted by some of the world’s top brands.

To learn more about Medallia for Digital click here >>

It’s Romance, Not Marketing, at the Heart of Customer Retention

Heart of Customer Retention

As retention marketers, our goal is simple: help our customers fall in love with our product so they stick around for the long run.

Yet no matter how many welcome emails we write or data points we fret over, the “formula” for increasing customer retention rates never bubbles up.

Until now.

After another day of watching my retention metrics plateau at Unbounce, I went home and turned on a movie from my favourite genre: Romantic Comedies. After getting through the first formulaic scenes (boy meets girl, girl falls for boy at first glance, boy makes her laugh) something clicked.

Could it be that the formula for a good Romantic Comedy is the same formula that could make our customers fall in love with Unbounce?

The answer is yes!

From using hyper-personalized messaging to build intimacy, to injecting humor into every content piece, Romantic Comedies provide real (and hilarious) lessons for building lasting relationships with customers.

The results back it up, too.

In a recent campaign targeted at moving customers on monthly plans to start paying annually, we earned Unbounce $660,000 in annual recurring revenue and saw 4x increase in retention.

A little romance goes a long way!

***

Want to hyper-personalize your messaging right away? Try creating an image thumbnail customized with your customer’s first name like this one:

image personalization

Here’s how:

  1. Upload the base image to Cloudinary
  2. Add a generic text popup with the message and “name” as a placeholder
  3. After adjusting the positioning, fonts and color of the text popup, copy the URL of the image
  4. Using your primary email communication tool, add an HTML element to the email to add the image (Note: using the HTML element is key because you need to be able to edit the image URL)
  5. Replace the “name” placeholder on the image URL with the right “name” personalization token in your email communication tool
  6. Test (and retest) the email and image to make sure it works on every email and browser.

About the Author

Alexa Hubley is a growth-focused strategist at Unbounce. She thrives on building data-driven campaigns and specializes in using scrappy segmentation tactics to drive retention, expansion and growth of customers. Her objectives in marketing are a direct reflection of her personality: always striving to optimize and grow in order to crush her goals.