The TL;DR September 10, 2019
This week we’ll talk about reputation management, how to set yourself up for holiday success with email deliverability, and 12 stats to get you excited about video marketing. If you missed the last issue, you can check it out here.
3 Reputation Management Tasks You Should Be Doing
By now, most marketers know the basics of online reputation management, but what about some of the less obvious tactics you could be using? Read about three below and check out the full article here.
- Regularly check your accessibility: Unfortunately, accessibility is one of the most often overlooked issues that marketers face today. Many companies and brands fail to ensure that their site meets all legal requirements for the ADA (Americans with Disabilities Act). Not only is it important to make sure anyone that wants to see your site is able to, but it’s also a huge legal risk to avoid these issues. If you think you might need a little help with accessibility, accessiBe is a great option. This simple tool will help you maintain compliance.
- Monitor competitor fails: All companies have social media flubs now and then, and your competitor’s fail could become your opportunity for success. Keep an eye on the competition’s unhappy customers. There are a few ways to easily do this:
- Twitter monitoring: Did you know that twitter search actually recognizes the “:)” and “:(” operators? If you type these simple emoticons into search along with a company name, you will find tweets where users have added happy or sad faces, giving you some indication as to how they’re feeling. Set this up for competitors, but set it up for your own usage as well.
- Research questions people are asking about your competitor: When people are struggling, they ask questions. You can take advantage of this by conducting thorough research. Using tools like Text Optimizer’s Question Search, you can see what customers are having difficulty with when it comes to your competition. Using that information, you can make sure that your content answers those questions.
- Beware of Google autosuggest: While it’s generally great when potential customers search your company, the autosuggestions from Google might be sharing negative information or misconceptions. For many brands, it’s easy to lose sight of what Google is actually suggesting to customers since the results are personalized. Regularly search your company in incognito mood or have friends search it from their computers to get a better idea of what Google is saying about your brand.
7 Rules of Deliverability to Help You Have a Successful Holiday Season
Email marketing is consistently one of the most effective forms of marketing, but during the holidays, there’s a lot of competition for attention. How can you make sure they’re seeing your email? Following these 7 rules can help, as seen on MarTech Today.
- Authentication matters: Mailbox providers always want to improve user experience, so they work hard to catch spammers. One of the most basic things that providers do when it comes to filtering out spam is check and make sure that emails are actually from where they say they’re from. To avoid falling into this trap, make sure your emails pass SPF, DKIM, and DMARC.
- Follow the IP/domain warm-up ritual: Mailbox providers view email from new IP addresses as suspicious until they establish a good sending reputation. Due to this policy, when you move IP address or domain names, it’s important to “warm-up” your email program. Start small, with a reasonable amount of emails, and slowly work your way up to larger volumes. While this technique is time-consuming, it pays off in the long run.
- Don’t get addicted to last-minute high-volume sends: It can be tempting to push back content calendars so as to accommodate last-minute changes, but sudden changes in your email cadence can make ISPs think you’re sending out spam. It is much better to have regular, predictable, volumes and a steady ramp-up to higher numbers.
- Engagement is what matters: Cheap tricks like disguising your marketing messages with a personalized label don’t really work anymore, as mailbox providers have become savvy to them. Instead, focus on creating quality content that your users want to engage with.
- Personalization is directly proportional to engagement: Segment your list by age, gender, location, and behavioral attributes – and create content that makes sense with these segments. While this will go a long way towards helping your engagement, also find ways to personalize on an individual level without coming off as creepy – dynamic recommendations are a great way to do this.
- Pull the plug on inactive subscribers: While at first it may seem tempting to keep you list numbers high, this can hurt your engagement rate and therefore your inbox appearance. Try to re-engage clients when you see them pulling away, but once they’re gone be sure to purge them from your list.
- Keep a frequency check to avoid over-mailing: It can be easy to exhaust your subscribers if you have too many triggers in your email program or are sending too many emails as a whole. Keep an eye on how often you’re sending and set priorities in your campaign to ensure users only receive emails they actually want.