Building a Group That Leads: Developing a Successful LinkedIn Group Community

Contributing writer: Jessica Rust

How to Develop a Successful LinkedIn Group | Mambo Media

As busy marketers, we want to avoid managing another social media channel that’s not providing ROI, or not clearly adding value to our brand reputation. A good marketer knows that the content they serve to their LinkedIn audience should be unique and will not be the same content they serve to their Facebook audience, for example. In order to distinguish this relevant content, one must be savvy to the channel, the target audience, and the content that performs well with them. But what many community managers often miss is the difference of appropriate content and management between their LinkedIn Company page and their LinkedIn Group.

The LinkedIn Group and the LinkedIn Company page are two very distinct channels that should be treated as such. If managed correctly, a LinkedIn Group can provide a rich and vibrant forum for both the brand and other industry thought leaders. LinkedIn Groups offer a great way to showcase internal expertise and create engagement among a new audience of industry intellects.

Here are four steps to put a smart LinkedIn Group strategy to action:

1. Establish Your Management Team

Having a well-established internal contribution team is the first step for LinkedIn Group success. Each team member plays an important role in curating, moderating, and stimulating group participation.

Common group members:

  • Group Manager
  • Subject Matter Experts, or SMEs

Have one designated group manager oversee the channel – they will lead the SMEs, monitor the group discussions and gather intel for comments as necessary.

Choose a set of internal employees who can speak highly and accurately of your niche service or industry. These SMEs will curate topics of conversation to be approved by the group manager. They are responsible for starting the discussion as well as keeping it fresh and active based on their specific area of expertise.

The SME’s should be encouraged by the group manager to respond to member outreach. This will boost conversation and entice outside audience members into the conversation by creating a vibrant community of shared knowledge.

2. Stick to Your Niche

Remember to stay on track when it comes to creating content topics for discussion. Stick to your area of expertise for clear and consistent conversations that resonate with your audience. Quality of members is more important than quantity. Since brands can leverage LinkedIn Groups to showcase their internal thought leadership and raise brand awareness, your community will thank you for having focused and quality content, with industry leading contributors.

3. Optimize the Channel

Once you’ve determined your niche category, ensure you optimize your group settings.  Write a thoughtful and keyword rich group title and description, optimize notification settings and establish rules and regulations to set clear boundaries and guidelines for your audience. Finally, determine a member approval process that will ensure the content that is published stays relevant to members.

4. Promote the Group

Bring your audience to your LinkedIn Group by promoting it on your other social media channels. Announce hot topics of conversation that are taking place, or ask questions to encourage your audience to hop in and join the discussion. Encourage your SME’s to be active on LinkedIn! This could mean active in other LinkedIn Groups to keep on top of industry trends, and also continually seeking out and then inviting new connections to join the group.

Creating a strong LinkedIn Group takes hard work and determination. Follow the above tips and tricks to ensure you’re on the path to success. With thoughtful planning and targeted content, your group will drive new leads and create awareness of your brand and thought leadership capabilities.

Do you have any questions about LinkedIn Groups? Contact Mambo Media to talk about your LinkedIn Group Strategy.

Know of other helpful ideas to contribute to for a successful LinkedIn Group? Reply with a comment below.

Content Sourcing for the Busy Marketer

 Content Sourcing for the Busy Marketer

We all know that sharing relevant information is critical to your marketing success. It captures the attention of your audience, increases engagement and improves your brand leadership. Whether your intention is to inform, entertain or influence potential customers, modern consumers seek high quality content. Making content marketing a top priority for most modern marketers!

While 69% of content marketers reported that lack of time is their greatest challenge, content sourcing does not have to be a daunting practice. Here are three surefire ways to simplify your content sourcing process

1. Optimize Your Twitter Lists

Twitter lists are an excellent way to quickly source content. Create a Twitter list to save valuable thought leaders and industry influencers. These often under-utilized lists allow you to easily track the content that these users are sharing. Repurpose the information that would resonate with your audience and be sure to give the original resource credit to build social partnerships. Twitter lists are fast, easy, and free – a trifecta that everyone enjoys!

Look for a combination of thought leaders and industry news resources as you build your content sourcing lists. The users that you add to your list should be credible, so consider these three items when determining who to add to a list:

  • Bio: Does the thought leader have a senior position? Are they recognized as a top influencer in their industry? Check out the Twitter biography of social media rock star, Jeff Bullas who references his professional accomplishments:

Content Sourcing for the Busy Marketer

  • Followers: Looking at followers will help you gauge their credibility. A user with 300 K followers is more likely to be a thought leader than a user that has only 100 followers.
  • Tweets: Are they posting information that is relevant to your company and the interests of your audience? Check that they’re tweeting on a frequent and consistent basis.

2.  Utilize Feedly

Feedly, a news aggregator application, allows you to easily stay up-to-date on new content from your favorite online publications. You can create multiple folders that link to the RSS feeds of top news sources. These folders should correlate to the different content categories you plan on promoting. For example, one folder could be used for social media content pieces while another is designated for marketing automation articles. You can also easily see the number of new content pieces available per category, and per source. If an article is not relevant for your content marketing purposes, you can quickly hide content, or save pieces for a future initiative.

Content Sourcing for the Busy Marketer

Bonus: Feedly offers a handy extension for you to quickly add new RSS feeds to your account when visiting a relevant website.

 3. Think Internally!

Keep your internal team in mind when thinking of ways to source content. Your own company’s resources can provide insight into your customers’ interests, their pain points, or cutting-edge news that may impact your industry.

Does your organization have a customer service or sales team? Ask them what questions, comments or concerns they receive on a frequent basis. Formulate topics around those questions and search for content that address these issues to share in your blogs or social posts.

Avoid being part of the 69% of marketers who are challenged to find the time to invest in content marketing. Incorporate these tactics into your content sourcing strategy to quickly and efficiently find relevant information for your marketing efforts and grow an engaged audience.  

Do you have any questions about content marketing or the tips we’ve suggested here? Reach out to us, we’d love to chat with you!

 

Pinterest Best Practices: The Dos and Don'ts

Pinterest Best Practices: the dos and don'ts

Pinterest has only been around for 4 years but it is quickly becoming one of the most powerful visual platforms for both marketers and consumers. With 70 million total users and 25 billion pins, Pinterest has earned the title as the third most popular social networking site in the U.S.

Of Pinterest’s total users, 40 million are active on a monthly basis and 23% use Pinterest at least once a day. The channel is predominately female; 80% of their audience, and 80% of pins are re-pins. This makes it an ideal channel to significantly expand a brand’s reach, if executed properly.

It is imperative that marketers consistently optimize their content for Pinterest, but few surprising do. Today, we will explore an example of what not to do on Pinterest, and then review what can be done to ensure that your content is prepped for the channel.

A Pinner’s Customer Journey

Let’s look at an example; our customer is shopping for a new dining room table. Before they start their ecommerce research, this customer creates a Pinterest board pinning or saving the options that they like to their “Dining Room Ideas” board. This customer can later refer back to this board to access their favorite dining room tables as they move further along in their buyer’s journey.

Depending on whether or not the retailer has optimized their website for Pinterest, the user experience of pinning content could either be seamless or extremely frustrating. Let’s take a look at a few pin examples that were collected for our customer’s dining room table search:

Poor Pinning Experience Can Result in a Lost Opportunity

When searching for dining room tables on 1Z Gallerie’s website, the “share” option allowing users to add products to Pinterest was challenging to locate. Many users will not take the time to locate a share button if it is not conveniently available. When a share button is not available, the user has to copy the URL and then go into Pinterest to add the pin. Since the shopper’s expectation is to quickly select a “Pin It” button, the added steps create a negative experience for the Pinner’s brand interaction. At this point, many Pinners may abandon the process, causing the retailer to lose a potential lead.

The second step now requires the user to enter a description as the brand didn’t optimize this element for Pinterest, and can lead to further frustration.

The Pinner has to take the time to type in something about the product or worse, leave the post blank. Both options are a missed opportunity for the brand to increase their product reach and messaging.

Pinterest Best Practices for a Seamless User Experience

Looking for a dining room table on ²Cost Plus World Market’s website provides an entirely different experience. Once an item is selected to be shared as a pin, a prepopulated message appears describing the product.

What Cost Plus World Market is getting right:

  • They are preloading a specific product image and not leaving this up to the user
  • The pin title “Francine Dining Table” references the product by name which helps with search results
  • The description repeats the product name and also provides a link directly back to the brand’s home page, making the research phase easy for the user while the brand reaps SEO benefits

Improving the Pinterest description

Although Cost Plus is doing a lot correctly on their website, there are still several missed opportunities to increase the chance that someone else will share the pin who is searching for dining room tables within the Pinterest platform. Here are some suggestions:

  • On their website, Cost Plus describes the product as “modern and rustic” which should be included in the Pinterest description as these are keyword terms people may be searching when looking for dining tables
  • Often people search for tables based on the product’s features. For example, a Pinterest user may search for a table that is round, oval or square. Although this is apparent through the photo, it should be included in the description to improve the discoverability of the pin
  • Providing the table’s dimensions is another way to optimize your Pinterest description. Including keywords related to the table’s measurements will make your product more discoverable to a buyer who is searching for the specific details of a product that they want to purchase.

Wait There’s More!

Does the user experience change when your content is accessed on different devices? Do you know how your product is displayed across all devices? If not, you need to learn about omni-channel marketing. Whether a user is sitting on their couch with their tablet, or standing in line surfing the internet on their smartphone, you should be providing them a consistent brand experience. Test to ensure that the outcome of their pin will be identical whether they are on a desktop, tablet or smartphone. The majority of brands that were researched for this article did not provide the same experience across devices.

Ensure that your pins are optimized for your audience. All pins should be preloaded with an image, contain a keyword optimized description and provide a link back to your home page. By providing a seamless user experience for Pinners you will expand your brand’s reach and possibly increase your conversion rates. To learn more about utilizing Pinterest, read our Pinterest Roundup for additional Pinterest best practices.

 

1 Archer Dining Table, Zgallerie, www.zgallerie.com/

2 Francine Dining Table, Cost Plus World Market, http://www.worldmarket.com/

How to Convert Qualified Leads to Brand Advocates

How to Convert Qualified Leads to Brand Advocates

In our previous blog post of this series, we examined the methodology, tactics, and tools for attracting and converting visitors into qualified leads. Now that you’ve created great content for your well-researched personas and convinced them to complete a form to download your high-value content offer, what’s next? If a salesperson calls them pre-maturely, with nearly 50% of consumers not yet ready to purchase, you risk creating a negative experience for your potential customer, or worse, losing the deal. This week we explore the last two phases of the inbound marketing framework that will help you win more deals by nurturing leads and converting delighted customers into brand advocates.

Phase 3: Close
Tools: Email, Workflows, Lead Scoring, CRM Integration

Now that you have generated a list of new contacts through your lead generation efforts, how do you determine which of those leads are ready to advance to the next level of your funnel and engage with sales? With lead scoring! By the time most potential customers today talk to a sales representative they have made 57-70% of their purchase decision, and the majority will not want to be contacted during their research phase before they are ready. Nurtured leads make 47% larger purchases than non-nurtured leads. Lead scoring allows you to keep track of the current stage of your leads, and personalize the sales experience accordingly. For example, consider a lead who downloaded an eBook and attended webinars that are associated with a re-occurring pain point that your company solves. You can use this information and center their nurture program on these previous actions by sending follow-up emails based on their implicit behavioral interests. Over time, the educational emails gently transition into product and sales emails at the lead’s preferred cadence, resulting in higher conversions and shorter sales cycles.

Lead scoring: Assign points to specific converting actions that indicate high interest and readiness for engagement. For example, visiting your content library = 4 points, downloading a whitepaper = 8 points, attending a webinar = 12 points.  The higher the overall lead score, the more you know a potential customer is ready to be engaged with. You can prioritize your sales team’s time and resources to pursue higher qualified leads.

Mambo recommends: For lead scoring to be effective, sales and marketing teams must align when assigning points to actions. Identify both implicit behavior and explicit demographic attributes to create a balanced score, and refine and review overtime as your marketing automation system can help to identify how the various touch points influence revenue attribution.

Phase 4: Delight
Tools: Social Media, Smart Calls-to-Action

The buyer’s journey doesn’t stop when the deal is closed. Customer retention is just as important as customer acquisition. By providing your current customers with high quality and valuable educational content for free, they will want to stay a customer, expand their services, and be more likely to recommend you. The goal is to create brand advocates: people who will happily recommend your company or service and go out of their way to speak on your behalf because of the positive experience you created. In “What’s the Future of Business”, Brian Solis reimagined the Sales Funnel as what he coined as, the “Influence Loop”, where customers continually repeat their experience with your company and reaffirm their trust with each revolution of the loop. “Research already shows that connected customers move into a state of neutrality, which can tilt toward negative or positive”, Solis writes. It is imperative that we do not become complacent when the deal closes. Provide the same level of passion and commitment for client success that earned their trust to begin with, again and again and again….

Mambo recommends: Treat customer retention as one of your primary strategic goals. Consider a segmented email list specific to the delight phase for your customers. Attempt to have a delight CTA on every page of your website and develop a content strategy on your social channels that considers this target audience. If you do not have a marketing automation tool, you can still use your standard email tool to reach out to customers and send them complimentary white papers or offer to give them a loyalty discount if they expand their services.

Inbound marketing offers a method for engagement for the customer at every point during their journey. Over time, an automated system can provide valuable insight into where your marketing efforts can be the most successful.

If you think inbound marketing and marketing automation would benefit your business, schedule a free consultation with us today.

 

Happy Holidays!

We here at Mambo are feeling very lucky and blessed for such a successful 2014.

To celebrate and share in this success we feel it’s important to give back.  We were recently introduced to an amazing organization that is doing something very good for humankind and we wanted to celebrate them.  Bravo Youth Orchestras gives the joy of music to kids in North Portland who lack access to music education.  The results have been phenomenal and we are in awe of what these young musicians can do.

MAMBO MATCHING PROGRAM

If you would like to support this fantastic organization, join us in our matching program.  For every dollar you donate, we will match your contribution.  Bravo is currently featured in Willamette Week’s Give Guide and offers various incentives based on your giving level.  Just let us know you gave and we’ll match it until our allotted funds run out!

Please give now: https://giveguide.org/#bravoyouthorchestras

WATCH THE VIRTUOSOS AT WORK!

The following video, expertly produced by Kimberly Warner, is just a sample of the inspirational energy, spirit and joy these kids derive from playing music.

Siouxsie Jennett, President

 

Never a Better Time for Marketing: Start 2015 Off Right With 25% Off PSU’s Digital Marketing Certificate

PSU CEPE Digital Marketing Certificate

The holidays are always a time to celebrate and reflect upon the year. At Mambo we have a lot to celebrate, but also a lot to look forward to. 2015 promises innovative digital marketing trends that will continue to advance the way we create, share and track our marketing efforts. We also know the more we invest in our efforts, the bigger and more gratifying our ROI will be.

As a team of passionate leaders and creative thinkers, it only seems right that our very own Mambo Media founder, Siouxsie Jennett is an instructor at PSU’s Center for Executive and Professional Education (CEPE) for the Digital Marketing Strategies (DMS) Certificate Program.

In an effort to grow and educate our community of digital marketers, and to stand by our mission of investing in top-notch practices we wanted to make sure all our readers are aware of PSU’s special holiday discount.

For a limited time only PSU’s CEPE is offering 25% off ALL Winter Term courses. But the discount ends soon! Register before midnight PST on Sunday, December 21st to take advantage of this swinging deal. There is no limit to the amount of courses the discount can be applied to, simply use code: JINGLE25 at checkout.

For those of you unfamiliar, the Digital Marketing Strategies certificate is broken into five courses that guide students through the key principal categories of digital marketing. These include: Introduction to Digital Strategies, Social Media Marketing, Search Engine Marketing, Analytics, and Advanced Concepts: Digital Media Integration. Each course has a different instructor who is an expert in their trade, keeping the program current and on trend for our ever-advancing industry.

The certificate program allows marketers to join this thriving community, network with thought leaders, stay connected to important events and conferences, as well as have the opportunity to pitch a digital strategy to a local company. Considering Mambo currently employs four alumni of the DMS Certificate, we’re confident you’ll too see the benefits this program can have on your career!

If you’re not interested in the Digital Marketing Certificate, CEPE offers over 50 courses during Winter Term in 12 different industries and specializations.

It’s easy to get a little heart-felt around the holidays. But we can’t deny that certain opportunities just hold close to our values. Help us celebrate the creativity and intelligence behind the many professionals in digital marketing and spread the word about this fantastic deal.

Are you ready to invest in your career? Visit the Winter Term Course List to see which program or course is the right fit for you.

3 SEO Tips and Tricks in Light of Penguin 3.0

SEO Tips and Tricks | Digital Marketing Agency: Mambo Media

Online marketers need to understand how updates to Google’s algorithm may affect their website rankings. When a site is affected by an update, it is important that adjustments are made to avoid further penalties from Google. Unfortunately, sites typically have to wait until Google rolls out another update in order to see how their changes impact rankings.

Last month Google rolled out their most recent update of Penguin 3.0 approximately one year after the previous Penguin 2.1 update.

How Significant is Penguin 3.0 on Rankings?

Every update to Google’s algorithm affects only a select number of sites, pages and queries so not everyone will experience changes in their search rankings. According to Google’s measurement, less than 1% of English based queries are impacted by the recent Penguin 3.0 update. This is far less than the 3.1% of queries that were affected when Penguin was first rolled out in April of 2012.

On-page ranking factors have changed over the years. While the use of keywords may not be as prolific as they were a few years ago, keyword optimization is still important for organic search. Let’s take a look at a few tips and tricks to keep your website as Google friendly as possible.

Tip #1: Title Tags Are Still Important

Unless you want to risk Google cutting off excess characters, keep your Title Tags between 50 and 59 characters. If you go over, be aware that Google may change the word order or the actual wording of your title tag. Wouldn’t you rather have more control over what is displayed for your website’s search results?

To learn more read Search Engine Watch’s post on “Why Google Changes Your Title in Search Engine Results”.

Trick #1: There’s a Tool for That!

There really is no excuse for going over the recommended character count. There is a simple tool that allows you to copy and paste your text to verify your character count. Letter Counter’s character counter is the go-to tool for not only SEO optimization, but it can also be used to stay under Twitter’s 140 character limit.

Tip #2: Expand Your Keyword Content

We know that Google penalizes sites that utilize keyword stuffing as part of their SEO strategy. Focusing only on your identified keyword isn’t enough any more. According to Google, nearly 70% of searches involve synonyms or variations of keywords.

Trick #2: Utilize Natural Language

Instead of just duplicating exact matches of your keyword, use variations that users would naturally use in their language. Let’s take the query “all weather tires”:

From Google’s results we can see that there are many relevant variations associated with this keyword phrase:

  • “all-season tires”
  • “winter tires”
  • “snow tires”
  • “long-lasting tires”

We also know that Google’s vast database of billions of phrases isn’t going to return a result of “bike tires” since this phrase is not relevant to the initial “all weather tires” search query.

As always, remember quality over quantity when it comes to keywords!

Tip #3 Utilize Long Tail Keywords

It is becoming increasingly more difficult to rank for short tail keyword phrases which contain 1-2 word phrases. Instead, we need to focus on long tail keywords that contain at least 3-5 words. Long tail keywords account for over 70% of search queries. In addition to the quantity of search queries, long tail keyword conversions are much higher than conversions for short tail keyword phrases.

One way to create long tail keywords is to use modifiers. We can apply the following modifiers to the “all weather tires” example:

  1. Time or Date: “2014 all weather tires”
  2. Price or Quality: “Best all weather tires” or “Inexpensive all season tires”
  3. Intent: “Purchase all season tires” or “Find all weather tires”
  4. Location: “Portland all weather tires” or “All year tires Pacific Northwest”

Trick #3 Google Keyword Planner tool

Google’s Keyword Planner tool can be used to identify how competitive keywords will be ranked. When we look at “all weather tires” and “all season tires” in Google’s Keyword Planner tool we can see that both terms are highly competitive. It will be very difficult to rank for either of these terms due to their competition.

Now we need to further refine our long tail keywords by looking at suggestions from Google’s Keyword Planner tool:

 

Based on the results, we can eliminate “snow driving” and “summer tires in snow” since they aren’t relevant to our original intention for “all weather tires” or “all season tires”.  Instead we should focus on the 70 monthly searches with medium competition for the phrase: “best all season tire in snow”.

Our initial phrase of “all weather tires” generated 3,600 monthly searches, but since it was such a competitive term it was unlikely that we would rank for it. By selecting a term that has medium competition and only 70 monthly searches we are increasing our chances of appearing in search results and ultimately gaining a conversion.

SEO strategy is always changing and requires marketers to keep up with new keyword trends and Google’s latest algorithm. By leveraging these free tools, and paying attention to the competitive landscape of your keywords, your brand can develop a strategy that increases conversations at a lower cost. For additional information on search engine optimization, read our blog post on How to use SEO.

What is CASL? How Your Business Can Ensure CASL Compliance.

What is CASL

You may have heard murmurs that Canada recently released a new law called Canada’s Anti-Spam Legislation (CASL). Effective July 1, 2014, this new legislation will drastically impact digital marketers and businesses that send commercial emails. Penalties for non-compliance with these strict new email marketing requirements will come at a high price. The Canadian government announced that businesses can be fined for up to $10 million dollars for failure to follow legislative guidelines.

But, what does this new legislation mean for your business? Will Canadian Spam Laws have an impact on American marketers? How can you ensure that your business remains CASL compliant?

Even if your business is run and operated outside of Canada, you still may be susceptible to CASL penalties and fines if compliance is not actively monitored and managed. This blog post aims to demystify CASL regulations, but does not constitute legal advice. Get in contact with us, if you have specific questions about how CASL may impact your business.

CASL Impacts All Commercial Electronic Messages:

CASL rules and regulations apply to any “commercial electronic message” sent from or to Canadian devices or residents of Canada. This includes emails, instant messages or text messages containing content that encourages the recipient to engage in some kind of commercial activity. Message types that are exempt from these regulations include:

  • Responding to a current customer or someone who requested a response
  • Messages that will be sent to countries other than Canada (be sure you are compliant with those respective country anti-spam laws)
  • Messages soliciting contributions by a charity or political organization
  • Messages that provide warranty, recall, safety or security information
  • Messages that enforce a legal right or court order
  • Messages that provide account information
  • Messages going to a single recipient on the basis of a third party referral. The full name of the referrer must be included and the referee may only send one message.

If your business sends commercial electronic messages to anyone who resides in Canada, and you do not qualify for an exemption, you must ensure your communication with all Canadian residents falls in accordance with CASL regulations.

Express/Explicit Consent vs. Implied Consent:

Under CASL regulations, all email addresses must be segmented by consent. Contacts who give express consent (i.e. explicitly sign up for a newsletter) can continue to be emailed unless they ask to be removed. To properly collect express consent, businesses must provide a clear description of what the contact will be receiving, have an opt-in process that is not pre-checked, and collect the IP address, URL, date and time stamps. All communications must also identify the person sending or person on whose behalf the message is being sent, contact information of the sender, an unsubscribe mechanism and avoid false or misleading representation anywhere in the message (message body, subject line, etc.).

Those who have given implied consent can receive commercial electronic messages for up to six months after implied consent is given. Implied consent means that a contact may not have expressly granted permission to be contacted, but consent was inferred from some sort of action. Implied consent is assumed when:

  • They have purchased something from your company in the last 24 months or have inquired within the last six months
  • The individual sender has an existing non-business relationship with the recipient (i.e. for charitable/volunteer organizations)
  • The recipient has conspicuously published his or her address (i.e. on a website or online directory) and the message is relevant to the recipient’s business or official capacity and there is not a statement stating they do not wish to be contacted
  • The recipient has provided their electronic address to the sender and the message is relevant to the recipient’s business or official capacity

Remember, the burden of proving implied consent falls onto businesses. Make sure your email marketing tool or your CRM keeps track of when the email contact was submitted—so you can adequately track the six month window. You’ll also want to ensure that you are keeping a record of all necessary data to prove consent.

Applying CASL to Lead Generation Programs:

CASL regulations will need to be taken into consideration when developing lead generation programs. Each Canadian email contact will have to be divided into two groups—one group for your implied consent contacts and one group for explicit consent contacts. Create six month campaigns that encourage implied contacts to sign up for your email marketing program. When building forms, include a required country field and be aware that all boxes must be left unchecked! By collecting country information early on and not auto-filling your subscription options, you can ensure that you are in compliance with CASL.

Luckily, there is a grace period for companies to adjust and ensure that they are in compliance with Canadian laws. For all emails collected BEFORE July 1, 2014, you have three years to gain explicit consent. All emails collected after July 1, 2014 must be CASL compliant and may only be contacted for 6 months if given implied consent.

A CASL Summary:

To align your electronic communication practices with CASL standard, any contacts that were gathered before July 1, 2014 have three years to gain express permission. Any contacts that were gathered after July 1, 2014 and have given implied consent can be contacted for up to six months. Any contact that has given explicit consent can be contacted until the recipient unsubscribes. Any violation can lead to a $10,000,000 fine for your company and up to $1,000,000 for the actual sender.

CASL provides a great opportunity to turn contacts that have only given implied consent into marketing qualified leads though a strong email marketing program and marketing automation system. If you are interested in further CASL information or are in need of support developing and implementing these programs, contact Mambo for a consultation on lead generation and marketing automation.

Meet Mambo: A Few New Faces Around the Office

We’ve been busy at the Mambo office over the past few months and we are thrilled to introduce the newest additions to the Mambo team! With their charisma, humor and whip-smart digital marketing chops, we know that these three new team members will have a bright future with Mambo!

Naira Perez, Digital Marketing Strategist

Naira’s experience in marketing spans 14 years. Over the course of her career, Naira has had the benefit of looking at marketing from many different perspectives including: sales, corporate marketing, advertising agency and independent consultant. The diversity of her past positions has given Naira a unique insight into the many sides of marketing. She has experience delivering “the promise”, crafting “the message”, organizing “the idea” and measuring “the ROI”.

At Mambo, Naira focuses on analytics and media planning, “I would say I love, scratch that, I am passionate about ‘accountable marketing’, which may be a term I just made up but reflects the marriage between data, strategy and creativity.”

Kelly Fitzgerald, Senior Digital Marketing Manager

Kelly is a Digital Marketer with over 10 years of experience in various Sales and Finance roles. Kelly started out as a financial and business analyst at Tektronix and Nike, and later transitioned to software sales, training and digital marketing. Kelly applies her analytical background to every client engagement, assisting clients in measuring and reporting the success of their digital marketing programs.

Kelly graduated from the University of Oregon with a double major in Finance and Management. She recently completed PSU’s Digital Marketing Strategies Certification Program.

Kelly takes every opportunity to enjoy the outdoors on her stand up paddleboard (SUP) and has even been known to combine her yoga practice on her SUP from time to time!

Tori Opsahl, Digital Marketing Specialist

Tori arrived at Mambo through our internship program, where she spent three months expanding her knowledge of digital marketing. Tori is a University of Oregon graduate, with a Bachelor of Science and focus in Public Relations. Her past experience spans from real estate to Merrill Lynch’s internship program, to public relations and marketing. Tori is now a full-time member of the Mambo team as a rising social media star and budding community manager.

 

 

Are you a digital marketing expert and think you could be a great addition to the Mambo team? Feel free to reach out and learn more about our (amazing) company culture.

Three Reasons Why Your Social Media Paid Ad Campaign Will Fail

Reasons Why Your Social Media Ad Campaign Will Fail

From fame to fortune to followers—there are many lucrative outcomes to social media advertising.  However, there are also many chances for failure, misused time and wasted money.

Social media advertising is not as simple as “build it and they will come”. Brands dream of creating a beautiful ad, with a great image and killer copy; clicking publish and watching revenue pour in. But reality has another story; for an ad campaign to have a chance at being successful, brands need to consider three all-too-often overlooked components:

  1. A Well-Defined Goal: What Are You Trying to Achieve?

Increase Awareness: increase the exposure of your brand, your product or your intellectual property. The obvious measurement may be the number of impressions and reach (eyeballs).  But the secret weapon that brands often overlook when implementing a social media ad campaign is the measurement of clicks (engagement). Engagement metrics can tell a stronger story about your ads. For example, if a lot of people are seeing your ad but are ignoring the message— it may be time to rethink your ad.

Increase Sales or Leads:  inspire passive listeners to become active users of your product or services. The most obvious metrics may be clicks and click-through-rates. But the secret weapon is measuring the number of people that take the action you wanted them to (convert) once they land on your webpage. Ads cannot be 100% responsible for the sale of a product or service, but they can be responsible for making people interested in learning more. The true conversion will happen on your website or landing page.

2. A Testing Strategy: One Ad Is Never the Solution, No Matter How Amazing It Is.

Testing different versions will reveal different trigger factors for your audience. It may be what you thought all along or it may surprise you—but never stop testing! At the beginning of your ad campaign start small. Test two versions of the same ad. Then take the winning ad, change something else and test that. Then step and repeat to ensure you are continuously improving your results. Sometimes the smallest changes can make a big impact.

3. An Operational Plan: Develop Ads That Drive People Somewhere To Do Something.

What do you want your audience to do once they click on your ad? There are way too many examples of companies that skip this strategic step because they focused on launching their campaign and did not think through the conversion process. Brands that skip this step end up spending a lot of money driving people to nothing. Your ad garnered millions of impressions and thousands of clicks but did it generate revenue? Were we able to convert a new lead to a customer?  This is like setting up dates with a lot of beautiful people and then standing all of them up. Be sure to consider the path a user will take after clicking on your ad. Don’t make them hunt for what they’re looking for, provide them with additional content that will inspire them to purchase, or take the next step to reach your conversion goal.

Nothing guarantees the absolute success of a campaign, but you can increase the chance of a positive outcome by being organized, diligent and thoughtful about the social media ad process, and most importantly, we can be clear about what you want the outcomes of the campaign to be.

Read more about how to increase social advertisement efficiency

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