Intro
It’s not that we want to be just known as a tool for making money. It’s more that we want to be known as a tool for making people’s lives better.
If you do something well, people will remember you. If you do something badly, they won’t. Both of these are true in many respects and both have some impact on your reputations for good or bad.
So, it would be nice if we could keep the customers happy with us and not worry too much about our own reputations. Yet, there are those who think of us as only a tool for making money (and not caring about others). We don’t need to make them happy with us because we can get them from other tools (such as competitors) and can try to win them back using our own marketing efforts.
However, that is not how we work here at Jive Software Inc. We work to keep the customers happy by building tools which enhance their lives and help them achieve their goals (e.g., working more efficiently or having more fun).
We don’t build tools so they can leverage our services (i.e., get a job done faster or more efficiently) but because they want to use these tools and use them well! So let’s talk about what makes someone want to buy an email service or an online grocery store or a travel agency…
Crafting a Twitter Image Lead Generation Strategy
The #blackfriday hashtag that has become a ubiquitous meme in the tech world is quite a good representation of how consumer attention to the internet has changed. People spend more time on Twitter than any other platform and yet, the average click-through rate on most active tweets is around 1%.
I’ve been thinking about this for a while, and I’ve come up with a few strategies for overcoming this deeply ingrained “stereotypical pattern of consumer acquisition and interaction.”
It seems to me that we are in the position of having to solve two problems simultaneously:
• We need to get consumers into Twitter and show them how engaging our product or service can be. This means that we need to be more conversational with our followers, particularly on social media platforms (e.g., TweetDeck).
• We need to show people what it is like to use our product — or at least make it seem like they will have an experience similar to what they might have had in the past. This means that we have to make it easy for them (e.g., sell them on viewable samples).
They are two separate problems but there are some common elements between them:
• Since we are trying to appeal directly to consumers, it’s important for us not only to be entertaining but also easy for consumers (by making it easy for their eyes, ears and fingers) so that they feel like they can get whatever we offer easily enough. As someone who finds himself spending an enormous amount of time trying not only avoid mistakes but also learn from others’ mistakes when interacting with customers on Twitter — I have found this approach enormously effective.
• We need something fun (and funny) which will draw people into our audience and encourage them enough to keep at it long enough that they see value in doing so. We do not want people who simply want brand awareness — as long as they don’t mind paying money for it! It would be great if our “funny-but-not-funny stuff” could appeal across genders; ethnicities; ages; etc., but as far as I can tell none of those things exist! However, there are plenty of people out there who do fit these criteria. My advice is simple: don’t try too hard! If you make something funny enough, your friends will buy it!
How to Create the Perfect Lead Generation Tweet
As a lead generation expert, I’ve seen thousands of new tweet campaigns online in the last year, and statistically, they have never worked. Every time a company posts a new campaign, it works for 30-60 seconds before it is deleted and their followers are inundated with irrelevant tweets.
That’s because people don’t want to be bothered. They want to be entertained. They want to send you a great story about how your product is the best one out there, or how they can’t live without it and will die without it (and even then they won’t buy); but they don’t want to hear about your product from the perspective of an evangelist who has spent the last 3-4 months telling them how terrific it is.
So here’s my attempt at suggesting a different way of doing things:
I call this “impressions vanity black friday impressions vanity black friday impressions vanity black friday impressions vanity black friday impressions vanity black friday impressions vanity black friday” as if there were only one type of Twitter user out there who did some form of impressions: those who receive lots of retweets and likes; those who have lots of followers; those who engage in conversation; etc.
The above isn’t meant as an attack on Twitter or its ability to generate leads; after all, that service does exactly what it does: generate leads. It just provides a good example of why not all Twitter tools are created equal given the fact that you must create different ones for each audience segment you are targeting: leads vs fans vs followers vs conversation vs engagement vs whatever else you care to name.
Here is another approach which actually works well; one which doesn’t require any new technology or any serial creation of campaign ideas: let’s call this “impression vanity black friday impression vanity black friday impression vanity black friday impression vanity black friday impression vanity black friday” as if there were only one type of Twitter user out there who did some form of impressions: those who receive lots of retweets and likes; those who have lots of followers; those who engage in conversation; etc.This will give you more opportunity to build a scalable lead generation system from scratch rather than having to cobble together existing systems (and then ask your customers for feedback). This approach emphasizes quality over quantity because quality means that your product will be better (more
Optimizing a Twitter Post
Optimizing a Twitter post is an easy one, but it’s not usually the first thing to come to mind for anyone starting out. This is because most people don’t think about Twitter at all except as a source of traffic or news on their nearest competitor. It’s also not something that helps you build your brand or your business in general. That is, unless you are doing something purely vanity and marketing based on vanity.
To optimize your Twitter post, you have to do the same thing as optimizing any other piece of marketing: look at it objectively and objectively assess how much of the value comes from your account (the title, description and hash tag) and how much comes from the content that surrounds it (the image, quotes, links). The latter can be easy to maintain: just add more links and use more quotes — but then what do you get? A higher-quality tweet that contains less information?
To optimize any other piece of marketing, you have to look at it objectively and objectively assess how much of the value comes from your account (the title, description and hash tag) and how much comes from content surrounding it (images, quotes etc.). You also want to give yourself points for content quality (e.g., links that are relevant/useful) but this has nothing to do with optimizing a tweet; if you don’t think highly enough about whether or not your link is relevant or useful then ignore this part altogether.
So what does this mean for starters? It means optimizing each part of your marketing in turn; you want to make sure that each piece contributes enough value so that you are able to say “I did X” without talking about X itself (but consider bringing up X again in another context). The first step is probably going to be the easiest one: write a nice title!
Once we take a step back and ask “what kind of campaign would I run here?” we haven’t really thought about our campaign yet…
Measuring Your Strategy’s Success
Black Friday has long been a time for retailers to cut prices on their merchandise. In the past, this has often been a low-volume event where the best deals are on discounted items, with high transaction rates. But now, in the wake of Black Friday and Cyber Monday, retailers are taking their time to publish their best Black Friday deals. This is done in order to get maximum impressions on Black Friday and also to ensure that they don’t fail to attract buyers as Black Friday approaches.
The question is how big are these gains and how much can they be attributed to the retailer? The answer is generally not a lot but that doesn’t mean you shouldn’t try. There are a couple of key factors: So, it’s important that you measure your efforts to improve your sales performance and make sure you aren’t simply measuring everything else.
A common marketing technique is called “impression measurement.” The idea is that advertisers will take multiple measurements of a customer’s behavior so that they can better target them with ads, for example:
1) How many times did this person visit your website? 2) How many downloads do they have? 3) How long was their interaction on your site? 4) How much did they spend on your site?
The key point is that these metrics vary from one website or product to another; so it makes sense for different websites or products to track different metrics (e.g., some might track clicks or conversions while others might track traffic volume). You can easily pull this data from Google Analytics . If you want more detail into how Google Analytics calculates these metrics (e.g., number of visitors), look at its Conversion Tracking Report . Note: Don’t just import all data from Google Analytics into Omniture because you may not be able to export it if you need it later (see this post). Another common metric is “unique visitors,” which measures how many people visited a website or product since its inception without any previous visits by the same person; this metric tends to be more accurate than “visitors” because the same visitor may come back again but restaurants typically don’t return customers repeatedly over several visits (they serve them once only). Another good way of measuring impressions vanity black friday is tracking views or page views per customer: You can see this in Google Analytics , but there’s an easier way too: use Page View Tracker which
Conclusion
In this post, we discussed the importance of impression management — the art of making people think your website or app is important. You should have a clear understanding of how many impressions you can expect to receive within a given time frame, as well as what that number is based on (and what it could be if you’re lucky). This post provides you with some more details about the data behind that number.
The basic information you need:
One of our most common questions about impressions is “How many times do I need to show my app or website in order to reach 1000 impressions?” The answer for this question is usually “1000”, but there are a few other factors that can influence it:
1. Competition – competition will affect your impressions by reducing them or increasing them. For example, if your competition has a lot of users, they will likely have less impressions than they otherwise would and thus may have to spend less money on advertising (this can result in positive ROI). If you are growing fast and have several competitors, these differences can make a big difference in terms of when and where your users click. A recent startup named Flock only had 200 users at launch; because their competition had 650 users at launch, they spent roughly $2 per customer per week on advertising instead of $1.50 — which resulted in much better quality traffic!
2. Intrinsic motivations – even though the above 2 points are based on the idea that people who are motivated by money will tend not to be motivated by other factors, there may also be some exceptions to this rule. People with intrinsic motivations for interacting with our site tend to get more clicks than other users. So how do we know if someone has an intrinsic motivation? It all depends on what kind of motivation that person has; so if someone has intrinsic motivation for interacting with our site, we may see them click more often than others simply because their actions are more amenable to being tracked and measured (something we’ll discuss in more detail below). So before we claim that there is nothing wrong with saying “1000” when answering this question — consider whether your audience might actually benefit from having higher numbers!
Methodology:
In 2008, Eric Friedman made an observation about Google AdWords over 10 years prior: “Next time you see a paid ad appear in Google Search results—a paid placement—do not assume it’s worth paying for unless you