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How and Why I Use BuzzSumo

Like you I use lots of tools to keep up on things, amplify things, research things, and share things.

Online tools for such things come and go and often get replaced by this week’s new addition, so I love it when a tool I already like just keeps getting better.

I’ve written about BuzzSumo in my weekend favs column and in other tool roundups, but recent upgrades to BuzzSumo have me going to it more and more. (Full disclosure, I talked about BuzzSumo so much they gave me a pro account.)

Originally I used BuzzSumo as my go-to tool for doing content and competitive research, but it’s so much more now.

BuzzSumo

Research industry influencers on any topic

Content research

The core BuzzSumo functionality is the ability to turn up the most shared content on any topic you choose. When helping clients build an annual editorial calendar we often help them identify the landmark themes we believe need to make up their total body of work and then turn to BuzzSumo to fill in specifics areas that seem to have the most appeal based on universal sharing. Sharing isn’t the only metric we use, but it’s an important one.

Competitive research

Another core feature is the ability to search for the most shared content based on the URL. So, we turn here to dig up the most shared content from competitors. In addition to better understanding a competitors content strategy and habits, we also use this as leverage to convince hesitant clients that they need to get more active in the content game.

Influencer mining

A recent useful addition to the paid version is the ability to find influential players in just about any topic or industry. This makes it much easier for us to build Twitter lists of journalists and blogs that we might target for coverage and guest post opportunities. All you have to do is type in a topic and start mining the list. We typically take this approach for every landmark theme we develop for a client.

The great thing is that once you develop the list there’s a wealth of information about who they are, who they are connected to, how much engagement they generate, and what they typically share.

Alerts

Alerts have been with us for a while. The original player was Google Alerts. With this feature, you can create a list of things such as brand names, product names, competitors, journalists and even key employees and receive daily digests for any mentions. I switched from Google Alerts to Talkwalker a few years ago, but I believe BuzzSumo’s alerts are even more complete so I use this tool for my alerts as well.

It’s highly likely that I’ll be back before too long touting some new tool, but for now BuzzSumo has a lot to like!

How to increase conversion rate on your blog

It’s guest post day here at Duct Tape Marketing and today’s guest post is from Giles Thomas   – Enjoy! 

featured-imageDo you often ask yourself:

How do I get more people to sign up to my blog?

Why is no one joining our email list?

Generating leads from your blog is no easy task.

It can be difficult to keep writing content when your conversion rate is low, 1% or even less.

Through testing and trial and error we came up with a technique that not only makes your visitors happy but also increases your conversions rates.

Convert more visitors to email subscribers using the Content Cliffhanger Technique

I struggled with conversion rate just like you, I had a pretty ok conversion rate of 3% until I discovered a fairly unknown marketing technique.

The Content Cliffhanger Technique

In three easy steps I went from 3% to a site-wide conversion rate of 22.46%!

First I’ll explain the psychology behind the technique then I’ll show you how.

Information Loops

Just like in a tv series or film, when it comes to blog conversions cliffhangers work like a charm!

This is due to something called the ‘Zeigarnik effect’.

It is when a piece of information starts but does not finish, our brains then keeps hold of the information, pushing it into our mind time and time again until the information is complete.

It seems to be human nature to finish what we start and if it’s not finished, we can’t forget it.

Bluma Zeigarnik a Russian scientist learned the phenomenon when her tutor Kurt Lewis noticed something very interesting about waiters and waitresses.

After observing them when waiting tables, they realised the waiters had much better recollection of unpaid orders than paid ones.

To the point that, when the table left the restaurant and closed the cheque the staff member would forget their order all together.

The information loop stayed open in the persons mind until the table was complete, because the narrative of that table was not complete.

Get more emails with Zeigarnik’s Findings

We can leverage this technique in our blogs to help us collect emails.

Start a narrative or information loop in the blog post and ask for an email opt-in from the visitor to complete the loop. The ending to the narrative.

The way you do this is simple:

1. Write about niche topics

For example ‘The 6 Most Effective Endurance Exercises’.

In the post start an information loop, the beginning of your narrative, the set up for your cliffhanger.

In this example they talk about 3 of the 6 best ways their readers can improve their abs.

6-best-workouts

They then offer a bonus content area to email subscribers with videos showing in detail how to do all 6 exercises.

Your bonus content could be a PDF, video or even a swipe file.

2. With the Content Cliffhanger plugin give away free bonus content

Create a download for the post that shows the reader in video form all 6 exercises in detail.

This means the reader can close the information loop by downloading the free content.

I created a free wordpress plugin to enable you to easily offer free downloads.

content-cliffhanger

 

3. Record the difference in your email opt-in rate before.

I cannot promise you exact opt in rates, nothing in conversions is a hard and fast rule. There are no one size fits all fixes. But I can say from my experience I have yet to see this make an improvement to a blogs conversion rate.

The difference with this plugin and most others is that you can customize the form and its contents for every post or page. So you can have free downloads that are always aligned with your pages content.

That is the secret behind the technique, when the users search intent is aligned with the opt-in offer, you see much higher conversion rates. Because the giveaway is aligned with what they originally searched for on google.

Start an idea in your blog post but finish it in the download, like a cliffhanger in a good tv series.

People then want to close the information gap or loop, increasing the likelihood of conversion.

This works much better than generic opt-ins like, ‘Join our newsletter’.

You can have increase your blogs conversion rate too…

…but first you must take action on what you learned in this post.

Let me know your thoughts in the comments below. What techniques are you using to get more conversions? What do you offer your customers when asking them to opt-in?

Talk to you soon below!

giles-thomasDownload the free 65 page Guide to List Building, download the guide here. Giles Thomas writes about Content Marketing and Conversion Rate Optimization at Acquireconvert.com. He is also the founder of  the holistic design agency Whole Design Studios.

 

12 Simple Ways to Improve your Small Business Blog

 It’s guest post day here at Duct Tape Marketing and today’s guest post is from Steff Green – Enjoy!

angry man with computer

photo credit: Anton

As a business owner, you’re always keen to try new things. So when you heard that blogging was a great way to improve website traffic and brand awareness, you thought you’d give it a go.

Sadly your business blog hasn’t produced the results you wanted. Hardly anyone is visiting, no one is commenting, and you are losing the motivation to keep up with your regular posts. So what do you do if your blog is tired, stagnant, or you feel as if the content isn’t reaching the right audience?

Before you give up on your blog, here are 12 tips to kickstart your stagnant business blog and ensure all your hard work pays off:

  1. Have you gotten started on your blog? If you’ve been thinking about blogging for your business more than you’ve actually been blogging about your business, it’s time to get started. I love the free get started blogging guide at First Site Guide for simple, image-based direction for getting your blog up-and-running.
  2. Are you using social media to help grow your audience and promote your blog content? Perhaps it’s time you started. Don’t head straight for Facebook, though – think about where your audience is most likely to hang out and what they might be interested in. Pinterest and Instagram are growing social sites that love visual content and how-to tutorials.
  3. If you’re writing product tutorials (or any kind of tutorial), include images, videos, diagrams and other visual content. Not only is your piece more likely to be useful if it contains visual guides, but the images themselves will be shared on social media, expanding your reach.
  4. Ditch the “blog” moniker. Many people don’t actually read “blogs” and will assume your blog content is all company and product updates, even if you’re writing fun and useful articles. Call your blog tab “Articles” or “How-to guides” instead.
  5. With every Google update, guest blogging is becoming an obsolete form of generating backlinks. However, guest blogging is still a powerful way to grow your audience, as long as you aim for quality over quantity. Write a post on a lifestyle blog related to your industry; for example, if you’re a tourism company, create some content for a travel blog.
  6. Do you have an old blog post that still pulls in decent traffic? Update the post with new information and better images, tighten up the prose, and republish it with a strong call-to-action.
  7. Use an editorial calendar to plan your posts weeks and months in advance. This editorial calendar should be part of your company’s marketing calendar because you’ll need to plan content around your various campaigns.
  8. Create a top-ten list associated with your industry or product. For example, if you make and sell scented candles, compile a list of the top ten scents for getting rid of a bad mood.
  9. You don’t have to “create” all your content yourself – compile posts of “curated” images, quotes and videos related to a single subject. As long as you attribute all the creators, you can republish their content and create a picture resource for your readers. For example, if you’re an interior designer, you could compile a post of 25 beautiful rustic kitchen designs to help your clients dream up ideas for their kitchen.
  10. Create a playlist in Spotify for an occasion associated with your business. For example, if you’re a wedding planner, you could create a romantic wedding playlist. Publish this list on your blog and share it on other music websites.
  11. Create a list of popular books in your industry. Choose books by popular industry leaders, and focus on interesting titles that cover a range of abilities. For example, if you were a fashion designer, you might include books on sewing techniques, on the fashion industry, and biographies of famous designers. You could even use Amazon affiliate links to make a bit of extra money when someone clicks through to buy a book.
  12. Have fun! Blogging for your business is a lot better than researching keywords for search, or sending out hundreds of press releases in the hope of getting coverage. Embrace it!

Do you have a business blog that just isn’t working? How are you going to turn things around?

author pictureSteff is the author, blogger and heavy metal maiden behind steffmetal.com, a blog about loud music, alternative subcultures and her adventures living off-grid in rural New Zealand. Steff writes dark fantasy fiction for adults; her latest book, The Sunken, a dark steampunk fantasy set in Georgian London, is now available on Amazon. Sign up for her author newsletter and receive a FREE short story.

 

5 Local Search Tactics You Must Employ Today

This post is one in a series of tips designed to guide small business owners through the challenges of today’s startup environment and is sponsored by Canon MAXIFY – the printer lineup designed to help small business owners increase productivity so that they can focus on everything else that matters. For more information about the Canon MAXIFY printer lineup visit here 

Search is pretty much everything these days.

photo credit: D.Clow - Maryland via photopin cc

photo credit: D.Clow – Maryland via photopin cc

Even businesses that rely on people in their town, coming into their place of business to complete a transaction, are held to the fact that, increasingly, most buying decisions start out with an online search.

The category of local search engine optimization has picked up steam over the last few years as search behavior combined with the rapid growth of smart phone use created a truly mobile search consumer. Services like Yext have cropped up just to help tackle this very specific form of SEO.

Below are five local search tactics that demand your attention today if you are a local oriented business.

Get the NAP right

NAP stands for Name, Address and Phone and the search engines obviously want to make sure that when someone is looking for a local business there’s no ambiguity around what and where the business is.

Google depends upon list and data compilers to make sure this information is accurate and up to date. If you’ve been in business more than a few months there’s a good chance your business is in one or more of the directories that Google depends on, but in addition to adding business to these directories you must make certain that the information is correct and consistent.

MOZLocal is a great free tool for analyzing the current state and gaps in your directory listings.

Local profiles matter

Profiles in social, local and review sites such as Yelp, can be a great place to add lots local information.

While many people are familiar with the more popular networks such as Google+ and Facebook, there are other important directories that might help in giving your local business an edge. MOZLocal is one of the best tools for automating this process.

Localize your content

Many people forget to consider their web content and make sure that they are adding localized content where it makes sense. Obvious things like blog posts with suburb names and maps with directions are a must, but you might also consider adding a community calendar and blogging about events that happen in your town.
The Yoast Local SEO Plugin is an invaluable tool for optimizing content on WordPress sites.

Consider adding location specific landing pages where you might have content specific to a suburb, town or even neighborhood.

Reviews drive local trust

Reviews are one of the many ranking factors Google throws into what businesses show up for a local search. If you search on a term like “SEO” and Google thinks you are in say, in Kansas City, you are going to see a list of Kansas City based SEO companies.

If you do this search yourself take note of the fact that all of the local pages listed also have Google+ Pages associated and while not all have reviews, the ones that do certainly stand out.

Get serious about collecting reviews! Tools like Grade.us and GetFiveStars can help make this process more streamlined.

Local social

Don’t forget to add to your overall local approach by localizing much of your social media activity. As mentioned above, your profiles are a great place to start, but you can go beyond that as you post new content and updates.

Think about ways to curate local content to share in social media. GeoTarget your social media advertising with local personalization. Find and use popular localized hashtags. See if anyone has created local Twitter lists of influencers you can tap into.

When you work consistently on the local search tactics outlined above you can expect to gradually start raising your local search profile to the point where Google may become your greatest source of leads.

 

Canon will be spotlighting several small business owners on its social media channels throughout the next several months, so be sure to leave a comment and share your thoughts on this post using the hashtag #MAXIFY in order to qualify. If you are a U.S.-based small business owner (1-9 employees) and have faced a unique business challenge in your first year on the job, let us know! We’d love to hear what line of work your small business falls within and what you feel is the most important takeaway from this post. We’ll also be rewarding select small business owners with a prize pack including the Canon MAXIFY MB5320 printer as well as other essentials to help you run your business more efficiently. So don’t forget to leave a link to your website or social media pages that way we can see how well you’re marketing your business and get in touch!

Social Media Gives Consumers and Brands a Direct Connection

It’s guest post day here at Duct Tape Marketing and today’s guest post is from Jessica Davis  – Enjoy! 

photo credit: Matt Hamm via photopin cc

photo credit: Matt Hamm via photopin cc

Remember a time when it was not possible to share your opinions about a specific product with others because there was no outlet. Not too long ago, the consumer was considered to be at the bottom of the pyramid. There was no way to display dissatisfaction with the services received or products purchased.

However, consumers today enjoy a very different situation, all thanks to social media. Through social media outlets, consumers have been able to easily convey their opinions – whether it be criticism or praise – about various brands. There is now an opportunity for consumers and brands to actually build a working relationship in which views can be exchanged and opinions can be voiced.

For brands, understanding the consumer and knowing what they think about the product can prove to be very beneficial. Also, brands with a strong consumer following can benefit from starting a direct line of communication through social media marketing to engage with the very consumership that purchases their products or services. Along with big-name brands and corporations, small businesses and start-up companies can also benefit from having a proper social media system in place.

Social media – a public forum

Social media websites provide a platform for buyers to voice their opinion in an open forum where their voice can be heard by other like-minded individuals. By building strength in numbers, consumers can get their point across to reputed organizations and brands, and force them to change their product through the use of social media outlets like Facebook, Twitter, Google+ and more. Take the recent example of consumer outrage in Canada and USA against Vitalife’s dog treats, which, according to claims are of inferior-quality and have been linked to the deaths of many dogs. Many of the consumers have banded together on Facebook, demanding that the product be pulled off the shelves.

This is just one of the many ways consumers have found for making their voices heard. Brands too, have realized the potential that lies in using social media for marketing purposes, and several brands have adopted this medium as one of their main marketing tools. Through sites like Facebook, Twitter, Pinterest and more, brands can make important information available for their loyal consumership. This can include exclusive sales, promotional offers, rewards, etc., Information about the product and its production process can be shared with consumers who feel more empowered after gaining more knowledge about their favorite product. Companies can make more use of this opportunity by posting details about the product and organization along with the process that is involved in the creation of the product.

Brand-consumer relationship

There has also been a dramatic shift in the relationship between a brand and a consumer. Social media has taken power and control out of the hands of large corporations and famous brands, and has put it in the hands of the consumers. Realizing this, many CEOs and other top level executives of big name brands have taken to Facebook and Twitter to engage directly with the customers who might be buying their products.

Through the use of social media companies can chart out their marketing strategies depending on what the consumers feel. Companies are posting questions, and asking consumers to share their views on a new product, suggest a flavor for a specific food brand, and are even asking consumers to submit their art for a new logo or product cover. Businesses are not just sticking to content on social media, but also creating interesting podcasts and videos to promote ideas for new products and campaigns. This process makes the consumers feel more involved in the marketing process and the fact that they have provided some input in the process makes them trust the brand more.

Consumer interaction through social media

More and more consumers have started interacting with each other over websites like Facebook, Twitter, Pinterest and more, and promoting their favorite products on these platforms. This gives the business more exposure, and an opportunity to understand their buyers, their needs and their dissatisfaction. Businesses can gain more insight on improving their product by spotting unhappy customers early on and taking steps accordingly.

Ensuring that consumers feel valuable can help businesses stay two steps ahead of their competitors in this ever-changing market. Social media has drastically changed the marketing game for businesses. The sooner companies realize the importance of social media and the role it plays in marketing, the sooner they can start reaping the endless rewards it offers.

Jessica Davis photoJessica Davis is a Content Strategy expert at Godot Media, a leading content services company. She works with other Godot copywriters to create engaging and effective web content for businesses and individuals. She is also interested in technology, social media and fashion.

 

3 Super Simple Ways to Make Buffer Even More Useful

I’ve long since professed my love of the BufferApp. But it’s been a while since I’ve shared some of the ways I use this tool, so I thought I would add some tips today. (About a year ago my youngest daughter landed a job with Buffer – so take that for what you will as you read! – To me, it’s just another reason to love them.)

Millions use Buffer for it’s core namesake functionality – buffering social media updates over the course of a day. While it does accomplish this task in ways that no other tool has been able to replicate, it does much more.

Below are three of my favorite ways to amplify Buffer’s usefulness.

Upload in bulk

One very useful way to use Buffer is in support of a campaign. Let’s say you have an event coming up and you know you’re going to promote landing pages and valuable content related to the event.  Or let’s say you have an entire network of contributors, whose content you want to share.

Using the 3rd party Bulk Buffer you can add a CSV or text file of dozens or even hundreds of links and have them automatically distributed across your Buffer schedule.

I’ve also used this approach to que up an entire week’s worth of activity so I could forget my social habit during a vacation. Of course, you could also do this kind of thing on behalf of a client that has engaged you to beef up their social media participation and sharing.

Re-promote old posts

buffer scheduler

Make sure you install the Buffer Chrome Extension so that with one click you can compose an update to buffer from the page you happen to be on. Then check out the “new scheduler” in the window that pops up. This tool allows you to set repeated, future posts of this update in pretty much any schedule you dictate.

I will often put blog posts into schedule days and weeks out so that they receive ongoing, future attention without any additional effort on my part.

Look, it’s silly to believe that everyone that needs to read your awesome post will see it today. You will find that your traffic for your posts often doubles by adding repromotion to your routine.

Hook it up to your RSS reader

Feedly app

Even though you can find plenty of people suggesting that no one uses RSS readers anymore, you shouldn’t listen.

Subscribing to and easily accessing blogs is still a big part of my ongoing education, sharing and idea getting. Sure, I also subscribe to a handful of targeted aggregators like Newsle and love the “Buffer Suggested” links that show up daily in my Buffer account, but I also fire up Feedly everyday and because I’ve authorized a connection to Buffer I simply share all the posts I want to share during my morning read and push them to Buffer.

By adding each of these elements to my daily and weekly routine I can multiply my social media sharing efforts with very little extra work.

What are your favorite Buffer hacks?

Be Everywhere: Connecting Social Media to the Real World

It’s guest post day here at Duct Tape Marketing and today’s guest post is from Jeremy Miller – Enjoy!

duct-tape-be-everywhere

photo credit: flickr

Social media is a powerful set of tools for marketers to connect with prospects and clients, but social media has its limitations.

Not all of your customers are active on Facebook, Twitter, or Instagram. And not all of your customers are allowing social media to affect their buying decisions.

Go beyond social media. Engage your customers on all fronts, and create the impression that your brand is everywhere.

Make your brand highly visible

Marketing sets the condition for the sale to happen.

As John Jantsch says, “Marketing is essentially getting someone that has a need to know, like and trust you. Of course then you must turn that know, like, and trust into try, buy, repeat and refer.” This is what he calls the Marketing Hourglass.

Moving a customer through the Marketing Hourglass is accelerated and enhanced with repeat exposure. An experience with your sales team can be heightened and reinforced with social media, and vice versa. Each interaction with your brand builds upon itself and moves the customer through the seven stages of the Hourglass.

Create the impression your brand is everywhere

Let’s move beyond theory and consider a company example from my upcoming book, Sticky Branding.

Brilliant is a rapidly growing staffing firm with offices in Chicago and Southern Florida. The company specializes in recruiting accounting, finance, and IT professionals for mid-sized companies.

The firm’s marketing strategy is to be everywhere. Jim Wong, CEO of Brilliant, says, “I want us to be everywhere, or I want people to think we’re everywhere.”

To create the impression the brand is everywhere, the firm employs three core programs to engage its customers:

  1. Sponsorship: Brilliant sponsors events and associations that serve small- and mid-sized companies in its geographic markets.
  2. Content Marketing: Brilliant publishes weekly email newsletters that are tailored for its audiences. The company has four business units, and each one has corresponding email programs.
  3. Social Media: Brilliant places the most emphasis on Facebook and LinkedIn, because these are the social networks that both employers and job seekers are actively involved in.

Sponsorship is Brilliant’s primary vehicle for participating and supporting its communities, while content marketing and social media are designed to reinforce and enhance that investment.

Jim says, “It builds confidence in our brand. It’s like, ‘I saw them online, and then I saw them sponsoring our conference last month. They’re everywhere.’ Popping up everywhere leads prospects back to us, and it sets the condition for a sale.”

Promote with purpose

To move customers through the seven stages of the Marketing Hourglass — know, like, trust, try, buy, repeat, refer — requires marketing with purpose.

The question, or the challenge for your business, is what else can you do?

Where can you engage your customers with purpose? Facebook and LinkedIn are a great way to engage your clients online. What about in person?

Like Brilliant, develop three to five recurring programs that engage your customers over and over again to create the impression your brand is everywhere.

When your customers see your brand again and again they will think of it first when they have a need. And being considered first is a powerful position for your brand.

JeremyMiller_150x150Jeremy Miller is a Brand Builder, Keynote Speaker, and president of Sticky Branding — a brand building agency. After rebranding his family’s business, Jeremy embarked on a decade long study of how small- and mid-sized companies grow incredible brands. He knows what it takes to grow a Sticky Brand and how you can do it too. His upcoming book, Sticky Branding: 12.5 Principles to Stand Out, Attract Customers and Grow an Incredible Brand, will be published in January 2015.

How to Future-Proof your Company’s Social Media Strategy

It’s guest post day here at Duct Tape Marketing and today’s guest post is from Reagan Cook – Enjoy!

Remember when Snapchat was simply known as that weird “sexting” app?

I do. I was the first person in my circle of friends to download the app. When I started inviting my friends to join me the primary reply I received was:

‘Isn’t this for sending naked pictures?’

snapchatFast-forward two years later, and now everyone’s on it. Even companies have joined the party.

McDonalds, Taco Bell, General Electric, they’ve all invested heavily to turn Snapchat into an effective marketing channel.

The lesson here?

When it comes to new social media channels, today’s punch line may soon be impacting your bottom line.

Before Snapchat, people made fun of Facebook and Twitter. Before that, SMS. As we’ve seen again and again, dismissing new communication platforms comes with an opportunity cost for brands, businesses, and consumers.

How do I keep up with Social Media as it evolves?

If you want to live long and prosper on social, the first thing you should know is: DO NOT BET THE HOUSE ON A SINGLE CHANNEL.

Facebook, Twitter and Snapchat are just tools. If you’re serious about future-proofing your social media ecosystem, improve the organizational structure that surrounds it. Instead of buying another wrench, invest in a better toolbox.

The Multi-channel Marketing Arms Race

image2_wrenchesAccording to Gartner, 50% of tech spending outside of IT comes from marketing, and this number is expected to rise to 80% by 2017. Unfortunately, much of this money is being wasted.

Today’s brands are trapped in a competition to see who can build the biggest social presence.Thing is, when it comes to driving revenue and tracking ROI on social, it’s not the size of your presence that counts, its how you use it.

According to a CMO Council report only 15% of marketers believe their companies are doing a very good job of integrating disparate customer data sources and repositories.

It’s a lot like owning a dozen wrenches but never being able to find the right one when your sink is leaking.

Brands are spending tons of cash to establish a huge suite of channels, but they can’t really operationalize the social media process because they lack the ability to move between channels and keep track of each customer’s overall brand journey.

This channel fragmentation creates two big problems:

  1. If your channels are fragmented, personalization is difficult. Your biggest social media advocates are not going to feel like VIPs, and potential customers are less likely to convert. (According to Ovum/Datamonitor U.S. retailers lose nearly $100 billion dollars each year from poorly executed cross-channel marketing efforts.)
  2. When a social platform implodes (or just isn’t cool anymore) all your customer data and marketing assets go down with the ship.

The solution?

Limit the fragmentation of your social media channels by adopting a marketing strategy that accounts for cross-channel mobility.

A customer-centric omnichannel approach improves retention and maintains lifetime loyalty because it establishes a singular ‘record of engagement’ with each and every customer.

The Omnichannel Advantage.

Are you serious about being inducted into the social media marketing hall of fame? Well now’s a good time to start proving your awesomeness.

We’re in a transitional period. Success in social marketing is no longer about being the earliest adopter or the biggest spender. It’s about being the most customer-centric.

It’s about being omnichannel.

While your less organized competitors are waiting weeks for their social media data from each silo to be collected, analyzed and (hopefully) shared, your brand can initiate highly personalized conversations in real time, and have full confidence that the messaging fits with the customer’s overall journey.

This doesn’t just mean following up a positive tweet with a Facebook message – it means connecting all your marketing channels. Social activity can trigger a highly relevant email message that will only be sent when a customer walks into your store.

This combination of timeliness and authenticity will drive loyalty and deliver a more holistic brand experience to your customers. At the same time, it will decrease your dependency on any single marketing channel, and lay the groundwork for a healthy and wealthy marketing future.

profile_150pxReagan is the Head of Content Marketing at Bridg, an L.A. based start-up that helps retail brands make their marketing simpler and more efficient. Follow Reagan on Twitter at @Reagan_Charles and make sure to visit www.bridg.com/blog for more awesome data driven marketing hacks.