Wednesday, 28 February 2018

The “Quit Your Job” Checklist: 8 Boxes You Must Tick Before Flipping Off Your Boss

It’s intoxicating, isn’t’ it?

Your dream of entrepreneurial freedom.

Every spare moment is consumed by your up-and-coming business as you toil, plot and plan.

It’s been a side-gig until now because you’re still tethered to your day job. But you can’t wait to march into your boss’s office and plonk your resignation letter on his desk.

You’re unsure now is the right time, though. What if you’re not ready? What if you take the leap and land in financial ruin? What if your business is a laughable failure and you wind up counting your pennies for your next meal and begging for work to keep the lights on?

Oh crap! Feels risky, right?

It doesn’t have to be. Because you can take precautions. You can minimize the risks. And you can make sure the time is right.

The 4 Big Risks of Quitting Your Job to Work for Yourself


Staying in a job you hate will condemn you to misery, right? But what if quitting winds up making you even more miserable? In truth, it’s a possibility many people ignore. Because leaving the security that comes from a steady job with a steady income means, in the early days, you’re as vulnerable as a tiny boat in an angry sea.

Here are the four biggest risks you face when quitting your job — especially if you quit too soon.

Risk #1: Your Business Fails and Now You’re Unemployed

Most new businesses fail within the first five years. And you’d be naïve to think it couldn’t happen to yours. So be smart and watch the horizon with vigilance in case your brilliant idea isn’t quite as brilliant as you think it is.

Financial momentum can be hard to maintain. Then bills mount up, your bank balance starts to redline, and you’re forced to look for a new job to make ends meet. Ouch.

Risk #2: You Face a Financial Crisis and Can’t Make Ends Meet

Even if your business is booming, that doesn’t mean you’re financially safe. You could lose a major client, wind up too sick to work or get sidelined by a horrid life event.

And let’s face it, if your income dries up you’ll sink pretty damn fast. You’ve got to be financially responsible to survive in the entrepreneurial world. It’s not sexy, yet it’s undeniably essential.

Risk #3: You Discover You Don’t Have What it Takes

Working for yourself ain’t easy. And the fact is that not everybody has the discipline and tenacity to see it through.

The freedom of being your own boss, working in your PJs and avoiding long torturous meetings is enticing. But it’s this very attraction that lures people who aren’t always cut out for it.

The truth is that many people suck at being their own boss. Many people underestimate how much hard work it is. And many people start to endlessly procrastinate when they no longer have a boss breathing down their neck.

Risk #4: You Hate Self-Employment as Much as (or More Than) Your Day Job

Just like a sparkly new love affair, it’s easy to fall head over heels with your new business idea.

In the early days, the little annoyances seem insignificant. Then, fast forward three months and you’re sitting in your home office, feeling isolated from the world, stressed out over disappearing clients, and you realize the honeymoon is over. Misery engulfs you as your new reality is a far cry from what you expected it to be. Maybe self-employment wasn’t the answer to the problem you had with your job after all.

8 Boxes You Must Tick Before Leaving Your Safe, Cozy Job


Now you know the risks that come with quitting your job to work for yourself. And let’s be real — you’ll never eliminate those risks completely.

But if you tick the following eight boxes, you’ll know you’ve taken proper precautions to minimize the risks. You’ll know the time is as right as it’ll ever be to send that resignation letter. And you can feel confident you’ll land on your feet when you do.

#1. You Know How Much Money You Need to Survive Each Month

First, if you want to stay financially safe, you must calculate how much money you need each month to keep your head above water.

So, for one or two months, track all your expenses, and when you’re done, divide them into two columns: essentials (food, rent, utilities, debt payments, etc.) and luxuries (Netflix subscriptions, nights out, etc.).

The sum of your essential expenses makes up your survival budget — the minimum amount you need to survive each month without running into serious trouble.

Then, from the luxuries column, pick three expenses (at most) that you feel you can’t live without. Give yourself some financial wiggle room to accommodate these from time to time, to keep yourself from growing resentful. (It’s difficult to remain motivated when you can’t  indulge from time to time.)

Let’s call this your minimum income goal — the minimum amount you need to live in relative comfort every month. This will decide whether you can tick the next box.

#2. You’ve Earned Enough Side-Income to Cover Monthly Expenses for Five Months Straight

Now, once your side income meets your minimum income goal, you may be tempted to send your resignation letter straight away. But hold on…

If you want to be careful, you shouldn’t celebrate too soon. Meeting your goal one month doesn’t mean you’ll meet it again the month after, or the one after that. It may just mean you had a good month.

But if you’ve earned a consistent side income for five months straight, you can feel confident you can keep it up once you quit your job (especially since you’ll have more time on your hands).

#3. You Have a Financial Life Raft That Will Sustain You for at Least Six Months

Next, you’ll need a fully stocked hardship fund. Working for yourself means you carry all the risk on your shoulders — which is exciting and terrifying at the same time.

What if your website faces a huge drop in rankings due to a Google algorithm change? What if Facebook changes its ad policies which severely limits your reach? What if you throw your back out and can’t get any work done while you heal?

To avoid a crushing financial crisis, you’ll need to save up enough money to cover your essential expenses for six months minimum. It’s the smart entrepreneur’s contingency fund that’ll give you the time you’ll need to get back on your feet or, if necessary, find a new job.

#4. You’ve Had Your Side Gig for at Least Six Months, and It Still Excites You

You’re going to spend day and night with your business, so it’s got to be the thing that gets you out of bed, not the thing that sends you diving back under the covers. True entrepreneurs live and breathe their business — by choice. It never fully leaves their mind, even on days off.

If you haven’t spent time working on something every day, you won’t know if you’ll enjoy it.

But if you’ve already worked on it for six months alongside your day job, and you still feel that ping of excitement, you’ll know it’s what you truly want. On top of that, you’ll also prove to yourself you have the self-discipline to succeed.

#5. You’ve Written down Your Short- and Long-Term Goals

Ever worked hard all day and not achieved a thing? Bumbling about with no clear direction is a recipe for fast and definitive failure.

To stay focused and moving in the right direction, it’s essential to have two types of goals. A short-term goal you’re 100% confident you can achieve. And a long-term, slightly audacious big picture goal.

Both should be written using the SMART goal formula: specific, measurable, attainable, realistic, and timed. Mark your measurable progress checkpoints clearly on your planner so you can tick them off on a weekly, quarterly and annual basis.

Doing this means you’ll stay on the right track to business success. If you ever find yourself struggling to meet your goals, you’ll discover it in time to change direction, and not too late to avert disaster.

#6. You’ve Mapped All Your Activities for the First 12 Weeks After Quitting

When you no longer have a boss chasing you with deadlines, it becomes tempting to slack off. You may convince yourself to enjoy your newfound freedom for a while, and that can send you down a path of poor productivity and dismal results.

That’s why you need to establish momentum early on, which you can only do through consistent and continuous action. So your best safeguard against productivity sabotage is to plan with military precision.

Type up a detailed twelve-week action plan, so you know exactly what you’ll be doing each day — starting from day one. Then, start doing.  It’s your recipe for success.

#7. You’ve Identified Two Alternative Work Locations

Like it or not, going from a bustling corporate job to a lonely home office can be a shock to the system. Working for yourself may become a slippery slope to darkness as you begin to crave conversation and accountability. Self-employment may soon start to feel like a productivity-zapping isolation cell.

You can avoid this by finding ways to meet your need for human connection that doesn’t involve begging for your job back.

Prepare yourself with a list of at least two alternative work locations that enable you to be part of a crowd while working for yourself. Look for local co-working spaces and coffee shops that offer free wifi.

In many cases, sitting in a coffee shop for a few hours each week as you tap away on your laptop can be the perfect antidote for loneliness.

#8. You’ve Recruited at Least Three People for Support and Accountability

It’s impossible to survive, let alone thrive, in the entrepreneurial world alone. If you’re serious (and I know you are), you simply must surround yourself with people who support you and people who hold you accountable.

It can be the difference between sinking or swimming as you discover what it takes to work for yourself.

Here’s a quick hit list of things you can do:

  • Find two to five people with whom you feel close who will support and encourage you and your plans. Look to family or friends and share your goals and progress with them.
  • Join local business networking groups and online forums — and start contributing.
  • Surround yourself with guidance and advice by finding a professional mentor, or hire a business coach.
  • Commit to weekly accountability meetings with people from courses you’re enrolled in or groups you’re a member of. Ask someone to be your accountability buddy or join/start a mastermind group.

And those are the eight boxes you must tick to determine you’re ready to leave you job. Here’s an infographic that sums them all up (click on the image to see a larger view):

8 Boxes You Must Tick Before Leaving Your Safe, Cozy Job

 
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Ticked All the Boxes? You’re Ready to Quit Your Job


You know that taking the leap into the entrepreneurial world is not for the faint-hearted — and it excites you more than anything.

If you’ve ticked all eight boxes, you should feel confident you can safely quit your job.

You’re now prepared for the adventure with a clear roadmap, a solid safety net and a strong support network.

You’re ready to transition from employee to entrepreneur.

Now is the time to stop playing a small game.

Because freedom awaits.

About the Author: Miranda Hill is a writer and coach who helps life-hungry souls get unstuck from the chaos of life. If you want to stop spinning your wheels, hopping from one thing to the next in search of answers, discover the “10 Mindset Secrets That Set Truly Successful Writers Apart” and realise your full writing potential today.


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Google launches Hangouts Chat, its Slack competitor, for all G Suite users


After nearly a year in beta, Google today announced that its Slack-competing Hangouts Chat platform is ready for prime time.

The internet giant announced last March that it was splitting its Hangouts communications platform in two, with Hangouts Chat bringing messaging and collaboration smarts to teams, and Hangouts Meet focused squarely on video conferencing. The former has hitherto remained a private beta product, but from today Google is rolling it out for all G Suite users.

Hangouts Chat is entering a busy field. Besides the perennially popular Slack, other notable incumbents include Workplace by Facebook, Cisco Spark, and, of course, Microsoft Teams. The latter launched back in 2016 and is included in Office 365 subscriptions, though reports surfaced this week that Microsoft is mulling a free version of the software.

As a long-standing player in the online communications realm, however, Google’s Hangouts Chat is a notable addition to the team collaboration mix.

How it works

Hangouts Chat features threaded conversations, search, and bots that help automate tasks, while virtual chat spaces can be used for specific teams or projects.

Above: Hangouts Chat

While it integrates with the broader G Suite toolset — including Calendar, Drive, and the aforementioned Hangouts Meet brethren — Hangouts Chat also works with third-party apps.

At its initial private rollout last year, Hangouts Meet worked with 11 third-party services: Prosperworks, Box, Zendesk, Asana, Polly.ai, Freshdesk, Zapier, Zenefits, Xero, Smartsheets, and Intuit. But in the intervening months, Google has ushered in a number of additional tie-ups, including Salesforce, Trello, Wrike, Zoom.ai, and UberConference.

Above: Integrations

Though Google is encouraging companies to build their own bots and create customized automations, Hangouts Chat also comes with its own G Suite bots, including @Drive and @Meet, which helps schedule meetings on your behalf.

To avoid a string of emails being sent between various individuals, the @Meet bot can, for example, scan different calendars to identify the best time to schedule a meeting and make suggestions accordingly.

Above: @Meetbot

As noted previously, Google split Hangouts into two distinct products last year. And although Hangouts Chat has remained under the radar, Hangouts Meet has received a fair bit of attention over the past 12 months. Back in October, for example, Google announced the $2,000 Hangouts Meet video-streaming kit, which included a touchscreen, speaker mic, camera, and Chromebox. Last month, the company extended Hangouts Meet video call support to tablets.

But although the two Hangouts products have been evolving separately, now that Hangouts Chat is publicly available, Google is bringing them together via tight integrations. This means you will be able to set up and participate in a video conference call from within Hangouts Chat.

There’s more

Loosely related to the Hangouts Chat rollout, Google is today announcing a handful of additional G Suite updates.

Over the next few months, the company said that Calendar will be updated to use artificial intelligence (AI) and suggest available rooms and spaces for you to reserve in your workplace. It will consider factors such as the building, floor number, booking history, and equipment needs when making suggestions. In effect, Hangouts Chat will soon be able to not only suggest when to meet, but help you arrange where to meet, as well.

Above: Room suggestions

Also today, Google announced that it’s expanding its Google Drive “quick access” feature to Docs. Quick access basically uses machine learning to show users the documents Google thinks they’re looking for when they first open the app.

With this feature added to Docs, teams will be able to see related files from within Google Drive and easily include relevant information from other documents.

Above: Quick Access in Docs

For now, Hangouts Chat will be available to companies as part of their G Suite subscription. But with rumors that Microsoft is preparing to launch a free version of the Teams product that lives outside of Office 365 accounts, and the likes of Facebook and Cisco offering (limited) free versions of their respective collaboration suites, it will be interesting to see whether Google makes Hangouts Chat available outside of a G Suite subscription.

A spokesperson did confirm that in the near future Google will add a special “guest access” feature to Hangouts Chat, which suggests that part of it will be opened to non-G Suite users, though the spokesperson didn’t elaborate.



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Mystified by martech? Introducing the ClickZ Buyers Guide series

Search Engine Watch sister site ClickZ has just launched the first report in its new series of buyers guides, which aims to to disentangle and demystify the martech landscape for marketers.

The guide, which focuses on bid management tools, covers a range of market leading vendors and draws on months of research and more than 1,600 customer reviews.

This will be the first in a series of guides created using the collective knowledge of the ClickZ and Search Engine Watch communities to help our readers arrive at more informed technology decisions.

The modern martech landscape is complex and competitive, making it difficult for marketers to cut through the noise and select the right technology partners.

Our buyers guides are created with the objective of providing a clear view on the areas in which vendors excel, in order to allow our readers to establish successful relationships with the most suitable platforms.

What sets our guides apart is the use of a customer survey to hear directly from current clients of each software package. For the bid management tools guide, we received more than 1,600 survey responses, which has provided a wealth of valuable data across our six assessment categories.

 Graphs in the report are interactive to allow comparison.

The series of guides begins with bid management tools because of the importance these technologies hold in the modern martech stack. Along with deriving maximum value from the $92 billion spent annually on paid search worldwide, these platforms also help marketers manage their display advertising and social budgets, with some even providing support for programmatic TV buying.

This creates a varied landscape of vendors, with some focusing on the core channels of Google and Facebook, and others placing bets on the potential of the likes of Amazon to provide a real, third option for digital ad dollars.

Though the vendors we analyzed share much in common, there are subtle distinctions within each that make them suitable for different needs. A combination of customer surveys, vendor interviews, and expert opinion from industry veterans has helped us to draw out these nuances to create a transparent view of the current market.

Within the guide, you will gain access to:

  • Tips on building a business case for investing in a bid management platform
  • Questions to ask of potential bid management tool partners
  • Profiles of the six vendors we analyzed
  • The ClickZ and Search Engine Watch customer survey results

Follow this link to download the Bid Management Tools Buyers Guide on Search Engine Watch.

 



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6 Tools that Make Tracking Your Influencer Marketing Campaigns Easy

Step-by-step PPC Testing Strategy for Any Advertiser

Ad copy is often the first interaction a consumer has with a business. For AdWords and Bing Ads, advertisers have 30 characters in Headline 1, 30 characters in Headline 2, ...

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Six steps to improving your local search strategy

With local search proven to be one of the hottest SEO trends of 2017, it is projected to maintain its standing among make-or-break optimization factors in 2018.

The competition between online and brick-and-mortar stores is heating up, and local search optimization can become a decisive factor in how a site ranks locally and, consequently, in how much traffic and clients it drives from local, on-the-go searches.

Fortunately, major local search tactics are not that hard to master. Follow the six steps below to achieve the best results in terms of SERPs, traffic, and conversions on the local battlefield.

Claim Google My Business

Failure to claim your company’s account at Google My Business may be the reason your website does not show up at the top spot of Google’s local search results. If you are not there (and Bing Places for Business), you are missing out on incredible opportunities to drive local traffic.

With Google’s local three-pack considered to be the coveted spot for every local business, you need to please the Google gods to get listed there:

  • Go through the verification process. Google will send you an actual postcard, with a private PIN inside (provided you register at the GMB website and you own a business’s physical address). P.O. boxes are not allowed.
  • Fill out all GMB listing elements: logo, photos, description, categories, business hours, payment methods, physical address (if any), phone number, website, etc. This information must be consistent across your website, GMB, and other directories.
  • Optimize your GMB listing. Ensure that all text elements are written for humans and feature your top-priority local keywords (e.g. city, neighborhood, type of service, brand name, etc.)

According to Google My Business guidelines, any business can be unlisted if they violate any of the following rules:

  • Using a URL redirect instead of a site’s actual URL
  • Stuffing a company’s name field with keywords
  • Registering multiple GMB listings for one company. If you have a multi-location business, read our guide to how to optimize your Google My Business listing to avoid a penalty
  • Using any address that is not your business’s actual physical address.

Register with online directories and listings

According to a Local Search Ranking Factors Study 2017 by Moz, link signals play a key role in how sites rank in local search. However, many website owners pay zero attention to online directories and listings, which are a safe source of relevant, high-quality links.

The process here is simple:

  • Find top business directories to get your company listed. Google, Bing, Yahoo!, Yelp, Merchant Circle, Citysearch, Better Business Bureau, Angie’s List, and Yellow Pages are a must
  • Research local business directories. Check out local media and government websites, or simply do a Google search
  • Fill out and optimize your directory accounts. Be descriptive, write for humans, and do not forget about keywords. Confirm that all business details are consistent across every directory.

Bonus tip! Like directories and listings, citation data aggregators feed search engines with crucial bits of information about your business, such as your business name, address and phone number (NAP). Ensure that all information you submit to CDAs is consistent. Do not confuse your customers and Google.

Optimize titles and meta descriptions

Titles and meta descriptions are still a biggie in local search. Customizable HTML elements act as ads that define how a page’s content is reflected in search results, and they have to be catchy enough to get clicked.

Since titles and meta descriptions are limited to ~50+ and ~160+ characters, they may pose a challenge. These tips should help:

  • Research the local keywords you want to rank for; analyze your competition
  • Place local keywords at the beginning of the tag (you might use a formula by Moz: Primary Keyword – Secondary Keyword | Brand Name)
  • Cut page names from your titles (e.g. Home, Services, Products, etc.)
  • Keep your titles relevant to corresponding pages; never duplicate your titles
  • Write title tags for humans; avoid keyword stuffing.

What it comes down to is this: Even if your business gets a coveted No.1 position in local search thanks to all of your SEO efforts, you still have to incentivize users to click on your link. Masterfully crafted and meaningful titles and meta descriptions can make a big difference.

Collect and manage online reviews

According to BrightLocal’s 2017 Local Consumer Review Survey, 97% of consumers read online reviews for local businesses, with 85% trusting them as much as personal recommendations.

Since reviews can become your ultimate weapon for building trust and a positive reputation among your targeted audience, it makes sense to ask for them. As of 2017, 68% of consumers are willing to leave a review when asked by the business (70% in 2016).

So where do you start? Implement this simple process to manage your reviews:

  • Start monitoring reviews. Use one of these tools: Reputation Loop, Get Five Stars, Trust Pilot, Vendata, Awario, Social Mention, Mention, Talkwalker Alerts. You may also rely on Hootsuite and Tiny Porch.
  • Respond to each review, whether positive or negative. 30% of consumers consider an answer to their review as a key factor when judging a local business.
  • Manage Google My Business reviews for your SEO. According to Google, the amount and score of GMB reviews are calculated into local search ranking.
  • Manage Yelp, Facebook, and BBB.org reviews for marketing. These are the most trusted review platforms among consumers.

Bonus tip! Since consumers read an average of seven reviews before trusting a business, develop a strategy for generating ongoing positive reviews. Make sure to contact happy customers and ask for their reviews to mitigate the effect of negative reviews.

Use local structured data markup

Schema markup, a code used for marking up crucial bits of data on a page to assist search engine spiders in determining a page’s contents, is one of the most powerful but least-utilized SEO methods. With  ~10 million websites implementing Schema.org markup, you should start using this leverage against your competition.

However, structured data is not simple to master. As of 2017, Schema’s core vocabulary consists of 597 Types, 867 Properties, and 114 Enumeration values.

The good news is that Google has developed several tools to help business owners, marketers, and SEO professionals:

Bonus tip! Make LocalBusiness schema your top priority. Particularly, discover specific Types for different businesses below the list of properties.

Appear in local publications and media

On the link-building side of things, content is your most powerful weapon. Reach out to local publications, media sites, and bloggers to serve up content that soothes the pain points of local consumers. You will not only get coverage and reach new audiences, but you will also garner relevant backlinks that push your site up in local searches.

Follow this process to amplify your linkbuilding efforts through content marketing:

  • Make a list of local publications where you want your business featured or mentioned
  • Research the people in charge (e.g. editors, journalists, bloggers, etc.)
  • Figure out how to contact them
  • Start sending out your individual pitches with content ideas
  • Collect responses and find common ground on publication terms
  • Analyze feedback if your attempts fail
  • Rinse and repeat!

Bonus tip! Consider cooperating with other local businesses to build powerful content. Reach out to your partners to research ideas and create content with meat on its bones. Otherwise, you may fall short of beating out competition from national-level players.

Conclusion

SEO changes all the time, and local search is not much different. However, the six steps above will provide a solid bedrock for your local SEO strategy. Implement these tactics, and you will outperform your competition in local search results.



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We Analyzed 10,000 Google Home Results. Here’s What We Learned About Voice Search SEO

ZenBusiness Wants to Make it Easier for One Million Small Businesses to Get Started by 2023

Austin-based company ZenBusiness has secured $4.5 million in seed money, thanks to numerous angel investors. The startup is also embarking on the lofty goal of assisting one million businesses get started.

ZenBusiness, which began operations in 2015, helps small business get off on the right foot by assisting with legal documents. The company will inform clients of each and every form required by the state and the reports that have to be filed yearly. This will undoubtedly be a big boon to first-time business owners and entrepreneurs, as the process and requirements of launching a small business differ per state.

The corporate creation and management company is offering a fast, easy and affordable alternative to the complicated process of filing legal and business documents. ZenBusiness will provide clients a set of questions to answer that will determine the business they want to start. The business platform then creates and files all the needed documents for free, except for the state-mandated fees. What's more, this is all accomplished in as little as 48 hours.

Company owners can also avail of the $10 monthly package that lets ZenBusiness become the business' registered agent and allows them to handle “annual filings, franchise tax, all of the red tape around an entity.” The company is also open to paying any potential fines in the event that they have been remiss with any of the documents. The payment will be taken from the $4.5 million seed money from investors Lerer Hippeau, Greycroft, Slow Ventures, Founders Fund, and Revolution's Rise of the Rest.

ZenBusiness founder Ross Buhrdorf explains that their platform and affordable pricing ensures that every small business owner has the “resources and protection they need to turn their business dreams and ideas into reality.” Burhdorf has also set a very lofty goal for the company, that of helping develop one million small businesses by the year 2023. This roughly translates to 2.5 million new jobs for Americans and over $100 billion in income for workers.

[Featured image via Pexels]

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SEO tasks: Creation and prioritization

Social Media App Vero is So Popular it Might Kill Facebook and Instagram

There is a new social media app in town that’s been making waves recently.  If you happen to use Twitter and Facebook, you may have noticed a lot of recent buzz over an app called Vero.

Vero, which is the Latin word for "Truth," is a photo-sharing social media app created by the Lebanese billionaire, Ayman Hariri. The app was actually launched in 2015, but it gained a flurry of new users over the weekend after several social media influencers posted that they would start using it.  In fact, the surge in traffic was so high that it reportedly crashed in some areas.

Only a week ago, Vero was a little-known app that didn't even rank in the App Store's top 1500 apps. It has since skyrocketed to the top.

Apart from its endorsement from social media influencers, Vero's sudden appeal seems to be partly due to the growing user dissatisfaction with Facebook’s service. Lately, Facebook has been criticized for a number of issues such as the spread of fake news on its platform, its user targeting techniques as well as the questionable algorithms governing its News Feed.

And Vero was only too happy to use its rival’s current woes to its advantage, branding itself as the "Facebook killer" with a less cluttered appearance and better user experience.

To distance itself from its competitors, Vero claims to offer a “social network that lets you be yourself." In its manifesto, Vero laments that “most social networks reduce everyone to a friend or a follower” which encourages people to share only the parts of their lives they think is the most interesting.

Vero’s brand positioning seems to be working. Not only is Facebook losing users to the newcomer,  but Instagram users are switching to Vero as well is losing users as well. Some people are even calling Vero the "new Instagram."

One feature that distinguishes Vero from other social media platforms is that it has no mysterious algorithm in place for what users see when they open the app. User feeds on Vero are easier to follow as they show posts in a chronological order.

In addition, the app promises a more gentle approach to how it collects user data. According to its manifesto, "Vero only collects the data we believe is necessary to provide users with a great experience and to ensure the security of their accounts."

But users should expect such “perks” to come with a tradeoff. Unlike Facebook or Instagram, Vero charges a fee to use its platform, which might not turn off some users in the long run.

[Featured image via YouTube]

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Why Good Is a Four-Letter Word

Why Good Is a Four-Letter Word

One of my favorite sayings from my time in advertising is the quote attributed to Jay Chiat: “Good enough is not enough.” Today, that maxim is more true than ever, and not just in advertising, but in every facet of business.

Customer expectations are now liquid. They slosh over from one category or industry to another. Your customers do not give you a pass because you’re a small biz. Or because you’re B2B. Or in higher ed. Or healthcare. Or financial services. Or because you’re family owned. Or in a boring industry.

The greatest companies in the world are teaching your customers what is possible, and they will come to expect the same from you and your business, sooner rather than later.


The greatest companies in the world are teaching your customers what is possible.
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Every company must continuously strive to get better, faster, and more human.

I just finished my new book, Talk Triggers, written with my good friend Daniel Lemin. (The book will be out October 2. Go to TalkTriggers.com, please, to get alerts.) It’s all about word of mouth and its capacity to build businesses. One of the examples we include in the book is Enterprise rental cars. For many years, their key differentiator was, “We’ll pick you up.” They mentioned it in every commercial to make certain consumers knew they offered this extra service.

Now, Enterprise doesn’t talk about that. Why? Because in the era of Lyft and Uber, being given a ride by your rental car company seems pointless, or not particularly special.

Customer expectations will continue to ratchet up, and there isn’t anything you can do about it other than continue to try to stay in front of them.

The truth is that what passed for a terrific email marketing program, or guest relations program, or new customer orientation program, or video blog in 2014 is commonplace today. It wasn’t that long ago that Amazon popularized free shipping and very recent that Zappos pioneered free two-way shipping. Now? Both are almost universally anticipated by customers.

Customer experience, customer service, and word of mouth are never DONE. You just reach a particular checkpoint, catch your breath, and then push forward to the next checkpoint on the pathway of heightened consumer expectations.

Exceptional brands understand that the customer experience finish line is a mirage, and are constantly upping their game. I witnessed this first-hand last week.

JW Marriott Takes Customer Experience to the Next Level

I stay in a LOT of hotels—somewhere around 120 nights per year for the last 12 years.

Consequently, I have uranium-level points at most places. As a result—and also because I travel a lot to give presentations, and the meeting planner sometimes tells the hotel that I am “the speaker”—it’s not uncommon for me to find a thank you note and a small snack or something when I get to my room. It’s delightful. But because it’s happened in the past, it’s not a massive surprise now.

The JW Marriott in San Antonio Hill Country understands that customer expectations rise over time, and that to continue to be memorable, and to trigger word of mouth, they have to up their own game accordingly. And they have.

The Griffin pin

When I checked in to the hotel, the front desk representative (Robyn) gave me a small, silver griffin pin. She asked me to wear it while on the property, to indicate that I was Platinum Elite status. It’s a nice pin and all. And the griffin is the logo of the JW Marriott brand. But I was a little wary about this pin-wearing gambit. It felt a little like a scene out of The Sneetches. I was curious, however, what the pin might actually accomplish, so I attached it to my sweater.

After hanging up my clothes, I took a picture from the balcony of my room, overlooking the golf course and the grounds. I posted it to Instagram.

I went down to the restaurant for dinner. Sitting at the bar, I had a nice evening. Excellent food, and a killer tequila list. Spying my pin, the bartender (Teddy) proactively gave me a free ice cream sundae. After a massive chicken quesadilla, I definitely didn’t need that, but it was a very nice gesture.

I checked Instagram on my way back up to the room, and PRESTO the resort had commented on my photo, posted just a couple hours previous, at night. Terrific responsiveness by the JW social media team!

The Instagram comment

The next morning, before my presentation to 500 owners of Tire Pros franchises, I found a personal thank you note from Robyn, who checked me in the night prior, underneath my door. Wow!

I have seen perfunctory thank you notes from a general manager. I have never seen a personal note from a front-line staff member.

I’m pretty jaded about hotels, and about customer experience in general.

And I realize that my experiences on the road are different than they are for most people due to how many points and miles I accrue, and all that.

But, it takes a lot to get me to say “these guys really have it working on all cylinders” and the JW Marriott on San Antonio did just that.

In just 12 hours, they accomplished not just one thing I didn’t expect or anticipate, but three:

  • A status indicator that made me feel special
  • A very timely social media response that made me feel special
  • A personal thank you that made me feel special

There Is No Obstacle

None of the things that happened to me at this hotel are, in a vacuum, all that extraordinary. I’d argue that any hotel—and really, almost any business—could mimic much of this. But yet, they don’t. Why?

Based on the research we conducted for Talk Triggers, it’s because most businesses believe that if they do a satisfactory job at their core product/service, that’s enough. They focus on having “good” food. Or “good” customer service. Or “good” beds.

Good enough is not enough.

Good is the minimum prerequisite required for you to remain in business.

Good does not create conversations.

Good does not turn your customers into advocates.

Good is not the goal.


Good is a four-letter word. Don't settle for it.
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The post Why Good Is a Four-Letter Word appeared first on Convince and Convert: Social Media Consulting and Content Marketing Consulting.



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February 2018 Top 10: Our Most Popular Posts

What follows are our 10 most popular articles for February 2018, recognizing that articles we published earlier in the month are more likely to make the list than later ones.
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The post February 2018 Top 10: Our Most Popular Posts appeared first on Practical Ecommerce.



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Top ARKit app Skrite adds teleportation to its AR messenger


Ever since Pokémon Go popularized augmented reality apps, developers have been trying to build the “next big thing.”

The most popular free-to-use app using Apple’s ARKit right now, according to data from SensorTower, is Skrite, and today Skrite Labs has announced the addition of a new feature that lets its users virtually teleport to locations around the world.

The Skrite app allows its users to create and post user-generated AR content directly from an iPhone or iPad. Messages can be private or public, and the app has, to date, seen more than 200,000 messages posted by its users.

Today’s announcement brings a new feature that allows its users to experience 360-degree panorama views of skylines where Skrite messages have been posted. If a user makes a Skrite above the Statue of Liberty, for example, their followers or friends receive a notification. Once followers choose to view the message, they are “teleported” to the exact location where the AR content was posted in the sky above the famous landmark and can see the material left by the original creator.

Skrite recently integrated Apple’s ARKit framework, and the app has been climbing the App Store charts since its debut in June 2017.

“Our primary acquisition strategy has been to build an exceptional app that leverages groundbreaking technology,” Skrite cofounder and COO Dr. Arshia Siddique told me. “The AR market, to date, has been saturated with gaming apps, so there has been a real thirst for something that’s more accessible to everyone. Skrite stands out because of its uniqueness to enable social interaction through augmented reality in a way that’s never been done before. And because users can claim portions of the sky on a first-come, first-served basis, there’s incentive to reserve your space now.”

But when it came to user acquisition, the company didn’t simply rely on creating an engaging experience.

“Tactically, we focused on the college market early on, via online and offline channels such as ground marketing, Facebook ads, and more, and saw the Skrite community take off from there,” Siddique said.

Analysts agree that AR has a high potential for long-term cultural change. 

According to Digi-Capital, the augmented and virtual reality market is expected to hit $120 billion by 2020. Apple CEO Tim Cook recently stated that “AR is big and profound” and “one of those huge things that we’ll look back at and marvel at the start of it.”

“Undoubtedly AR will command a very important segment of technology,” Siddique said. “We’ve focused on the ubiquity of smartphones so far, but will continue to explore all other options that make AR more accessible.”

Of course, AR glasses are the obvious device for broad consumer adoption. With recent announcements from the like of Magic Leap, we’re getting closer to more stylish devices that the average person won’t mind wearing in public. Once that happens, AR will affect our daily lives in exciting ways.

“Over the next five years, we anticipate a new spectrum of everyday uses for AR — from Wikipedia-type information for landmarks to navigation and business reviews,” Siddique said. “We predict that owning physical space will become just as important — if not more — than online domain space.”

“There will soon be a land grab to own the physical space, and that’s a big opportunity for us,” Siddique said. “We’re exploring a network that can stream AR ads on all platforms that have integrated it with their businesses. We plan to share more soon.”



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In Japan, Twitter sees revenue and users surge


(Reuters) — Riding a wave of new users, improved advertising options and an embrace of video content by users and advertisers alike, Twitter Inc’s revenue has leaped in Japan, helping lead the company to its first quarterly profit.

Earlier this month Twitter reported that sales in Japan jumped 34 percent in the last three months of 2017, compared with a year earlier, to $106 million.

In Japan, Twitter’s success in converting users into revenue – a problem that has vexed the social network since its founding – has raised hopes it might lead to broader growth across the company. Investors and analysts, however, point to Japan-specific factors that may not be replicable elsewhere.

The company seems to be innovating at a local level instead of simply localizing U.S. services, as is common at other tech firms, said Ryo Sakai, a senior planner for the interactive media division at Asatsu-DK Inc, Japan’s third-largest advertising agency.

“I get the impression that Twitter has, in the past year or two, been responding flexibly to advertisers’ requests,” he said.

At the same time, the company has attracted more eyes in Japan: user numbers rose to about 45 million in October from about 40 million just over a year earlier.

The reasons for that are complex, but ad industry executives say Twitter’s policy of allowing aliases and the idea of tweeting – sometimes translated as “muttering” in Japanese – allows Japanese users to express their opinions in a culture that tends to be outwardly reserved.

“There is an ease to anonymity,” says Motohiko Tokuriki, chief marketing officer at Agile Media Network, which advises companies on the use of social media.

Twitter has moved beyond text and pictures, offering rich video advertising options and providing an alternative to rivals such as Facebook Inc, says Shinya Kobori, manager for the Twitter group at Dentsu Digital Inc, part of Japan’s largest advertising agency, Dentsu Inc.

The popularity of video on Twitter has been evident during the Winter Olympics. National broadcaster NHK’s video of figure skater Yuzuru Hanyu’s gold-medal-winning short program was watched more than 4 million times and shared 125,000 times.

Facebook, which lagged home-grown rival Mixi Inc in the early days of social networks, has failed to dominate Japan as it has in the United States and Europe.

Twitter now makes $2.36 per Japanese user, compared with $5.97 per user in the United States, according to data from the fourth quarter of 2017. That is nearly twice the $1.24 in revenue per non-U.S. user overall.

Twitter has continued to grow its Japanese mobile user base over the last 18 months even as Facebook struggles to expand its app users numbers, data from Nielsen shows.

And for advertisers targeting a population that has tuned out television, Twitter offers an attractive option: around three quarters of Japanese students over the age of 18 use it, compared with around a quarter on Facebook, according to Nielsen.

With smartphones “overwhelmingly” used for social activities like watching video, demand for video advertising has been “explosive” says Masahiro Ajisawa, Japan-based senior director at Twitter Client Solutions.

Japanese consumers were late to embrace smartphones but have accelerated their purchases, with domestic sales hitting a record high of 32 million units last year, data from the Tokyo-based MM Research Institute shows.

Under the Twitter model, advertisers pay to push their tweets into the feeds of users who may watch the video, retweet to their followers or click through to the advertiser’s website.

Many of the websites of traditional media lack the latest ad options, and video-savvy net media have not taken root to the same extent in Japan as in countries like the U.S., said Yoshiya Nakamura, executive analyst at Nielsen Digital.Digital spending is on the rise, with the ad market for internet media growing 15 percent to 1.5 trillion yen in 2017 – its fourth straight year of double-digit expansion – compared with a 2.3 percent fall to 2.8 trillion yen for traditional media, according to Dentsu.

The importance of Japan to Twitter is reflected by its choice to be one of three countries, along with the U.S. and the U.K., chosen for Twitter’s new “promote mode,” a subscription service that allows smaller business to pay to boost their tweets.

Although Twitter expects its Japan growth to continue, it is less clear whether the success will be replicable elsewhere.

One possibility could be the Middle East, where revenue per user remains low despite a large number of users, said Ross Gerber, chief executive of U.S. investment firm Gerber Kawasaki.

(Reporting by Sam Nussey and Junko Fujita in Tokyo and David Ingram in San Francisco; Editing by Gerry Doyle)



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How a Winery Crushed Its Content Marketing With Video

winery-crushed-content-marketing-with-video

Do you wish your videos made more of a difference for your business? Do you find yourself running out of ideas for videos your audience will love? Ever wonder what it takes to make a video so good that news outlets can’t wait to get their hands on it?

Enter, 20-year marketing veteran Lisa Mattson. With the help of her team, Lisa has reinvigorated Jordan Winery’s brand through videos. This post shares some ideas from her Content Marketing World talk, How Jordan Winery Crushed Content Marketing With a Video-Centered Strategy – ideas that you can steal to reinvigorate your brand.

Before: ‘Just a bottle shot in a magazine’

Many established businesses face the conundrum Jordan Winery found itself facing a decade ago. The almost 40-year-old brand had not kept up with the times. The winery competed with only 225 businesses in 1972. Over the next four decades, its competition increased by over 2,000%.

During most of those years, “we hadn’t changed the way we told our story,” Lisa says. “We were a faceless brand. Faceless brands are the next dinosaur.”


Faceless brands are the next dinosaur, says @LisaMattsonWine. Read more>>
Click To Tweet


In 2007, Lisa joined this family-owned California winery because her colleagues were ready to update the way this luxury brand spoke and behaved. It was time to stop coming across as stuffy.

Take this bottle shot from the 1990s. “There’s a hunk of cheese on a barrel,” Lisa says. “I don’t know how the wine got in the glass. There’s no plate, no fork. Where are the people? This kind of marketing makes wine intimidating.”

jordan-winery-1990s-example

Lisa’s challenge was to make old-school cool. In those days, Jordan Winery was known for its food, hospitality, and elegant wines, not for its people. No one knew the Jordan family. The company image was “just a bottle shot in a magazine.” Lisa set out to capture the personalities behind the wine.


.@LisaMattsonWine set out to capture the personalities behind @jordanwinery. Read more>>
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After: ‘Way to go, Jordan! Super fun video’

The winery aimed to accomplish business goals familiar to marketers:

  • Entice people to join its loyalty program
  • Increase visits to the winery
  • Increase wine sales

Video was a natural medium to help this business differentiate itself from the competition in part because few wineries were making videos a decade ago. Besides, video is a natural medium for telling stories about people. “Bringing our people to life was important to us,” Lisa says. “Motion is important to message.”


Motion is important to message, says @LisaMattsonWine. #video
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The videos are available on the company’s YouTube channel – Jordan Vineyard & Winery – as well as on its two video-centric blogs – The Journey of Jordan and Wine Country Table – which are helping Jordan build segmented subscriber bases.

Rather than pay to advertise its content, the marketing team focuses on creating videos captivating enough to earn coverage on the news and in industry media. For example, Jordan’s popular parody videos, Despacito Embotellado (“bottling slowly”) and Shape of Cab, were featured on Bay Area news stations and covered in several internationally known wine magazines.


The team at @jordanwinery created captivating #videos to earn media coverage, says @LisaMattsonWine.
Click To Tweet


While it’s impossible to trace the exact impact of the videos, CEO and second-generation vintner John Jordan sees the marketing payoff when all the indicators rise together: sales, visits, social media interactions, earned media, direct sales, and per-person spending.

The best way to get a sense of how far Jordan Winery has come from its bottle-shot-in-a-magazine days is to sample its videos. People who view these videos post comments like this one (from someone who goes by the name Red Agent):  “Way to go, Jordan! Super fun video. Very nicely done …”

Disclaimer: CMI bears no responsibility for any of our blog readers, fans, contributors, staff, or other humans associated therewith quitting their jobs and applying to work at Jordan Winery after watching the following videos.

Highlight the unexpected

What stories could you tell about your business – and bring to life on video – that would surprise your audience?


What stories could you tell about your business that would surprise your audience, asks @marciarjohnston.
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Jordan Winery uses egg whites to soften the tannins in red wine, an Old-World practice that surprises visitors. Rather than create a blog post explaining the process, Lisa’s video crew followed the Jordan staff to the farm where they get the eggs. “We basically walk people through what we do and why. And we make it fun,” she says. “You get to see what we do with all the egg whites. As for the yolks, you see us making ice cream when we’re done.”

Explore topics that hit people where they live

You want videos to address topics related to your expertise that hit home with audiences. For Jordan Winery, one such topic is kitchen gadgets. In this video, Jordan Winery executive chef Todd Knoll recommends gifts for cooks – the best and affordable kitchen tools for home cooks, chefs, and foodies. This video is posted on the Jordan YouTube channel as well as featured in a blog post.


Create #videos that address your expertise and hit home with audiences, says @MarciaRJohnston.
Click To Tweet


Go behind the scenes

What goes on behind the scenes at your business that your audience would find fascinating? Build your brand’s following by engaging them in videos that reveal your unique expertise.

Lisa suggests filming people doing work they have to do anyway. That’s an efficient way to create interesting footage without requiring people to take much time away from their jobs.

“Turn your everyday work into content,” Lisa says.” People on camera don’t even have to talk a lot. Make a montage with text overlays. A lot of us watch videos on silent anyhow.”


Go behind the scenes at your business. Turn your everyday work into #content, says @LisaMattsonWine. #video
Click To Tweet


In this video, Jordan Winery cellar master Patrick Fallon gives a peek into the making of oak barrels that will be used to age wine. Here, you see the barrel makers (coopers) in action, from bending the wood staves to toasting the barrels. Yes, toasting the barrels. As in setting them over a fire like so many giant hollowed-out marshmallows. It’s a thing. Who knew?

Parody a popular music video

Nothing draws people like humor. Imagine what might happen if your team were to indulge its inner Weird Al and spin off a true-to-your-brand version of a hit music video. You might discover what Jordan Winery has discovered: People love a good parody.

“Since parody is a protected class,” Lisa explains, “the video team can take other people’s content and create something new around it without having to worry about legal implications.”

Here’s the winery’s parody, Despacito Embotellado (bottling slowly) of Despacito, one of the biggest hit songs of summer 2017. If you can translate the Jordan lyrics into English, please share in a comment; I’d love to know what this creative crew is singing.

Share bloopers and outtakes

Who doesn’t love a blooper or a chance to check out fun footage that didn’t make the primary cut? Share your lighter side with the world. Here’s a compilation of snippets Jordan Winery left out of its official videos in 2017.

Conclusion

When it comes to digital media, nothing conveys your brand’s personality like video. Next time you’re looking for a killer video idea for your brand, consider things that have helped Jordan Winery crush content marketing:

  • Highlight the unexpected.
  • Explore a topic that hits people where they live.
  • Go behind the scenes.
  • Parody a popular music video.
  • Share bloopers and outtakes.

Then come back and leave a comment. Share your success stories with your fellow marketers. We all love a good video.

Here’s an excerpt from Lisa’s talk:

Get inspired and get practical advice on how to create brand videos that garner an engaged following and much more at Content Marketing World 2018, Sept. 4-7 in Cleveland, Ohio. Register using code BLOG100 to save $100.

Cover image by Joseph Kalinowski/Content Marketing Institute

The post How a Winery Crushed Its Content Marketing With Video appeared first on Content Marketing Institute.



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Attention Marketers! Security and Data Privacy are a Bigger Part of Your Job Than you Might Know

security features google SSO data privacy Imagine you run a successful digital agency, and suddenly get an urgent email from the IT department.

Turns out, an account manager who left the company months ago has continued to log into your software, moved tons of high-value clients to a sub-account, and has shut you out completely—effectively stealing your hard-earned rolodex of clients as his own.

Or, you work in a marketing team and IT has discovered an unauthorized person has logged into your SaaS tools and now has access to all of your data, payment details, and even your customers’ data, too.

Considering many businesses now run almost entirely on the internet (and the average marketer uses anywhere from 12-31 different tools), the above scenarios aren’t just unsettling—they’re not as far fetched as we’d hope. Sure they may not happen everyday, but as a marketer you need to ensure they don’t happen to you.

Whether it’s protecting your data or that of your customers, today we’re taking a closer look at security, data privacy (including the upcoming GDPR), and sharing what we’ve rolled out at Unbounce to make sure our platform doesn’t leave you scrambling.

Making your life easier, and more secure

Us marketers tend to love inviting as many users into our SaaS tools as needed (faster workflows for the win!), but user management, and other potential threats involving passwords and more can be a nightmare waiting to happen in the eyes of IT. Overall, we all need to be especially careful choosing software tools that IT can stand behind.

At Unbounce, we know you may not have the time or resources to ensure you have the latest security measures in place. And you want to be able to focus on building incredible marketing, anyway (not fretting about security).

So we’ve spent the last few months making sure we’re the most secure conversion platform out there.

We’ve rolled out a few new features to ensure you can breathe easy and focus on conversions. And we think your IT team will love them.

Introducing single sign-on

IT administrators often need centralized platforms. Being centralized helps keep track of all of the users of a given account, especially as you scale. And now you can do this with Unbounce via Google Single Sign-on (SSO).

Available on all plans, this means you can use your Google account and credentials to log into Unbounce.

In short, you can now easily manage verified users of your Unbounce account from one, central directory. Your IT manager will be over the moon :)

More built-in safeguards

Connected to single sign-on, as marketers we rarely need to consider the importance of authentication or how it works, but it roughly boils down to password requirements, access, and how IT can confirm it’s actually you logging into an app and not someone else.

Back in a less secure time, a typical password requirement workflow depended on two factors:

  • Something you are – i.e. your identity , confirmed via email address, and
  • Something you know – i.e. your password, or a security question if you’ve forgotten.

But many of the things you know, someone else might know too. Moreover, 80% of people reuse passwords across several sites. A password shared with just one site that’s been breached can be used to gain access to another site (something you need to ensure can’t happen).

Fortunately there’s a way to effectively ban this by adding a third factor to the equation with two-factor authentication (2FA). The idea behind 2FA is that accessing especially secure software now requires one extra thing:

  • Something you have – i.e. an authentication code you have access to via an app on your phone, for example.

Intended to make it difficult for attackers to exploit vulnerabilities (like password reuse and phishing), 2FA is the option to authenticate users’ identity with their mobile device in addition to their username and password.

Available on our Enterprise plans and above, you can now add an extra layer of protection to the login flow with an authenticator app.

Google Authenticator is very popular (accessed via your phone), but you can use any of the following in line with your company’s IT policies:

We’re now one of the only conversion marketing platforms with two-factor authentication built right in (so you don’t have to go through integrations or workarounds to comply with your IT manager’s wishes!)

Wait, who did that? (Audit logs, your new lifesaver)

Beyond accessibility to software, it’s important your organization gets complete visibility and control of user actions in the tools you use.

As one of our agency clients once joked about with us, they’d invited a client into Unbounce to preview their pages, but this particular client was always trying to get edit-access to their landing pages to make sneaky changes to suit their preferences on the fly. This was, of course, not malicious but the account owners were later scratching their heads as to why pages were magically changing, and why so many integrations were suddenly broken.

The lesson here is that, beyond being able to assign user capabilities, you need to have a high-level breakdown of what’s going on in your SaaS tools, including who does what, and when.

This is why we’ve recently introduced audit logs on enterprise plans or higher to provide admins with a detailed trail of account activity. Used in tandem with our version control feature, you can now both identify changes made to your Unbounce creations and roll back any undesired changes to previously saved pages.

Overall, an audit trail can be used to detect suspicious activity or to playback account activity during an incident review and it can be very helpful for you to have for harmless rollbacks, or larger security-related infringements.

More detail? Click to enlarge 🔎
Want to learn more about Unbounce’s industry-leading security features? Get the details on what’s available on each plan here

Data privacy and the GDPR

Up ‘til now, we’ve largely covered security in this post, but we’d be remiss to not mention data privacy too. The two tend to get grouped together, but there is a difference.

While security largely tends to involve your brand’s protection, data privacy relates more holistically to the protection of the collection and dissemination of data (often related to your customers or lead’s data in a marketing context).

This is especially relevant for you because, when running virtually any marketing campaign, you collect information from individuals and then process that information.

In the case of running landing pages, popups, or sticky bars in Unbounce, we each play a role. You as the controller, and Unbouncer as a processor:

  • Unbounce’s Customers as Controllers
    You make decisions on what data you’d like to solicit and how that data is used. As the creator of a form, you’re not only deciding on what data to collect but how you plan to use that data with your marketing stack.
  • Our Role as a Processor
    Unbounce will process data on behalf of our Customers. When you use an Unbounce Form, Unbounce is doing the “behind the scenes work” to store and transfer that data.

Why is this important?
Privacy concerns exist wherever personally identifiable information or other sensitive information is collected, stored, used, and finally destroyed or deleted – in digital form or otherwise. Improper or non-existent disclosure control can be the root cause for privacy issues, and it’s up to you to ensure both your data collection and the software you use to collect data is compliant.

Data privacy is especially timely now concerning GDPR.

What is GDPR?

The General Data Protection Regulation (GDPR) is a new data privacy law which will come into effect on May 25, 2018, impacting how businesses collect and process data from individuals who live in the European Union (EU). It’s the most significant piece of data protection legislation to be introduced in the EU in 20 years, and will replace the 1995 Data Protection Directive.

GDPR is currently a hot topic, and understandably as it will have a major impact on Unbounce and our customers. So we’re doing everything we can to keep you all up to speed on our efforts on becoming fully compliant.

We have a landing page that outlines all you need to know.

Hey, I’m not in the EU, does GDPR affect me?
Yes — if you have customers in the EU, plan to have customers in the EU, or process any form of EU data, this applies to you.

Unbounce takes data privacy very seriously, and we view the GDPR as an opportunity to further enhance our commitment to data protection for the benefit our customers.

Right now we’re completing a comprehensive audit of the GDPR’s requirements and identifying where we need to make modifications to our platform, contracts, and documentation.

Our top priority is ensuring that our customers have confidence in our product, and that data you collect and process in our platform for your marketing campaigns meets the GDPR, complying by the date of enforcement.

Rest easy

On a whole, security or data privacy threats involving SaaS tools are like insurance. You hope you never have to worry about them, but you need to be prepared all the same.

We’re excited to be able to provide industry-leading security for you, and we’ll always work to alleviate issues of security and data privacy, so you can focus on campaigns.



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Tuesday, 27 February 2018

Social Media Automation Is Bad, and Other Marketing Lies

Social Media Automation Is Bad, and Other Marketing Lies

When it comes to social media and marketing automation, there are ways to win big. However, there have also been some runaway dumpster fires.

via GIPHY

Remember AT&T’s super-spammy debacle called the “Ticket Chasers” program? It was a chance for people to win free NCAA tickets. They outsourced the campaign to a contractor, who then outsourced the Tweets to a robot, who then spammed the crap out of thousands of Twitter users.

ATT Ticket Chasers social campaign

The problem was that many of the recipients didn’t even follow @ATT or have any interest in NCAA.

Or, more recently, take @McDonaldsCorp’s unfortunate tweet.

McDonalds Twitter mistake

There’s not a lot of substance there, but @Wendys sure loved it.

Wendys Twitter reply

Even the best of us make mistakes, and public ones at that. But some point to these instances as proof-positive that social media automation is bad marketing—that it undermines the purpose of social media altogether: community engagement and meaningful conversations.

After all, you’d never automate messages to your friends and family, would you? Then how can you (gasp) automate messages to your beloved audience?

The truth is, these accusations miss the point entirely. Social media automation done well is both brilliant and has a positive return. The difference is using what I call “smart-o-mation” rather than “spam-o-mation.”

I don’t like spam. Nobody likes spam. But social automation doesn’t have to be spam.

‘It’s Only Time’

Once upon a time, my company, CoSchedule, ran a test around the perfect recipe for social promotion. We wanted to know how many times we should promote a single piece of content. Which networks work best?

We dug into our own data packed with millions of messages from tens of thousands of users. We also crunched the numbers from over twenty industry-recognized studies on the best times to schedule social media messages on every network.

I’m talking time of day, day of the week, every detail down to the hour. Then, we published our findings.

Recently, I met a marketer who was absolutely raving about this article. That was pretty fun to hear. In fact, he found so much value in it, he had it bookmarked and followed it religiously every time he scheduled a social media messages for his brand’s many accounts.

“For every message?” I asked him.

“That’s right, every message.”

“Doesn’t that take you a ton of time?” I asked.

“Nah, it’s not that bad. Just a few hours per week.”

He was an awesome guy, and we talked for a while longer. Eventually, though, I gave him some good news that I could get him the same results—perfectly scheduled messages—in one percent of the time with some of our automation features.

Surprisingly, he pushed back. It took some time for me to convince him that he should give up the intensive manual labor of scheduling things by hand. He kept saying, “It’s only time—it doesn’t cost me anything!” However, that’s where he, and many other marketers I’ve met, are wrong.

Dollarize Your Time

A few quick questions helped me calculate that his time was worth about $100 per hour. In his mind, he was saving money by not dropping $60 per month on an automation tool. By the end of our conversation, it was pretty apparent that while he was “saving” $60, he was actually spending $1,200 in time to accomplish the same function.

He was stuck in the “it’s only time” trap. He was grossly undervaluing his time. And we constantly see this in marketing teams.

Too many marketers think their time is free. But they don’t realize that it’s actually more valuable than their money.

The purpose of promotion is to get the right people to the right place at the right time—all with the goal of driving profitable customer action. The mechanics of promotion are about ruthlessly outsourcing tasks that can be performed just as well, if not better, by automated processes. When you don’t, you’re stuck in an unscalable pattern.

My marketing friend, like each of us, has 168 hours per week. Let’s generously say he only works 40 hours per week. (He probably works much more, like a lot of you reading this!) That means the three “free” hours he spends each week on perfectly timing his social messages equals 7.5 percent of his time.

Now, I’ll ask you the same question I asked him: “How would it feel to put in fewer hours and get better results?”

It’s possible because that same time previously sunk into menial tasks is now available for high-return pursuits—the stuff you absolutely cannot delegate to another person or tool.

It’s time to embrace smart-o-mation to get bigger results in less time.

Smart-o-mation versus Spam-o-mation

Smart-o-mation is a way to 10x your social media results while saving time and money. In fact, I believe in its power so much, it’s actually a part of my content marketing formula.

However, when people hear me talk about automation, some think I’m advocating for “Ticket Chasers”-style spamming, where you simply spew the same tweets, posts, and pics ad nauseam. This is spam-o-mation, a virtual recipe for alienating your audience in a public way. It’s also the form of automation people actually have a problem with.

Rethink Your Publishing Schedule

Harnessing the power of smart-o-mation is dead simple. It’s all about rethinking your publishing schedule.

Spoiler alert: It’s time to get aggressive.

In my experience, under-sharing on social media is a marketing epidemic. It looks like this: You publish a fresh blog post, then share a link on Facebook, Twitter, or maybe LinkedIn. Hopefully, it picks up some traction and nabs some likes, comments, and shares.

But within a few hours, your post evaporates from people’s feeds. In fact, some studies indicate a tweet’s shelf life is five minutes or less before it evaporates for good.

Now, couple that shelf life with the staggering amount of noise on social. Every single second, there are:

  • 814 images published on Instagram
  • 2,644,941 emails sent
  • 7,844 messages tweeted

This is further compounded by the dismal reality of that post’s reach. According to a report by Social@Ogilvy, brands may experience as little as two percent organic reach.

If you’ve got 10,000 followers, a cool 200 of them will see the post as they breeze through their feeds over the course of two hours.

From our own data, we know that 77 percent of our users share their content on social media less than three times. 37 percent share content on social media just once after it’s published.

Here’s the deal. If you’re sharing a piece of content just once, you’re absolutely wasting your content. You’re leaving tons of engagement and traffic on the table—and this means revenue!

We know this for a fact because when we ramped up our posting schedule, our blog posts got 31.5 times more click-throughs—that’s a 3,150 percent increase in one week. And all because of our frequency.

We more than quadrupled our traffic with essentially no more effort.

How a social media calendar helps content succeed

Our first tweet attracted only two link clicks. A measly two people visited our content.

If we’d stopped there, this channel would have been a nothing burger. Fortunately, we kept talking about it. We tweeted about this piece of content eight more times, attracting 63 additional click-throughs.

You can take a deeper dive into exactly how we did it with a webinar Jay Baer and Nathan Ellering tag teamed.

One of my favorite quotes from Jay here was, “The goal isn’t to be good at social media. The goal is to be good at business because of social media.”

That’s exactly what a more robust posting schedule helps you do.


If you’re sharing a piece of content just once, you’re absolutely wasting your content.
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Smart-O-Mate Your New Posting Schedule

Over time and with constant testing, we settled on a social media promotion schedule that’s about 40 days long for blog posts alone. But, since we publish so much content, manually keeping up with so much social media posting legwork would cost an incredible amount in dollarized time. It would also be a huge opportunity cost.

While our marketing team would be doing excellent social media work by posting at the best times on the optimal days, their time to actually create more content and engage with our followers on social media would be seriously undercut.

That’s why we define our cross-platform promotion schedule and then automate every message with just a few clicks.

We still custom design graphics. We still write valuable copy for every social message. We’re doing far more than shooting out a title and link for 40 days.

But the point to embrace is that intelligent automation will save you time, and therefore increase your ability to drive business value with social media.

Get yourself unstuck from the “It’s only time” trap, get aggressive with your promotion schedule, and capitalize on social automation tools to do the time-consuming tasks for you.

In fact, Convince & Convert saves north of 10 hours each month via the same process. But remember, be smart, not spammy. Add value to your audience at every turn. This will allow automation to supercharge your results rather than sour them.

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