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Get Emotional With Your Audience

Connecting with your audience is not enough. Research shows that people who feel emotionally connected to your organization will engage more often and spend more money.

General Motivators

Emotionally connected people are loyal, active, and engaged. Common emotional motivators:

  • Stand out from the crowd: Help people develop a unique social identity.
  • Confidence in the future: Help people to have a positive mental picture of the future.
  • Sense of well-being: Life measures up to expectations.
  • Freedom: Sense of independence without obligation or restriction.
  • Excitement:  Fun taps our emotions.
  • Belonging: Affiliation and being part of a meaningful group.

Your Audience’s Motivators

Figure out what emotional motivators bring people to your organization by analyzing interactions of your most committed and engaged audience members. Why do they do what they do? What do they react to positively? Negatively?

Once you’ve identified the emotional motivators that connect you with your best supporters, you can figure out how to better connect with others. Communicate to appeal to emotional motivators. Interact in a way that meets key desires,

Snag Blog Readers with Twitter

Twitter has largely settled into a social media platform for news and events. It also presents an opportunity to increase your blog readers.

Establish a Presence on Twitter

First you have to establish a presence on Twitter. Make sure your branding makes a solid connection between you, your business and your blog. Don’t create confusion by using different names and imagery. Consistency is important.

Don’t forget to put your website URL in your Twitter profile. You can use the URL that goes directly to your blog if that is a focus for your business.

Gain followers by following people and businesses that you know. Once you start this process. Twitter will recommend people to follow. Act on any suggestions that make sense.

If you have a following (or even if you want to build one), incorporate these tactics into your Twitter use and you are sure to see your blog traffic rise.

Now you are ready to use Twitter to gain blog readers.

Pin Your Posts

Twitter has a feature where you can pin a tweet to the top of your profile. When people go to your profile to learn more about you, they will see the tweet that you’ve pinned first. Use this to share your latest blog post or a popular one.

Use Relevant Hashtags

Adding hashtags to your tweets can help them to be seen by more people. Use hashtags that are relevant to the blog post that you are sharing and that are used by your target audience.

Tweet Often

If you don’t tweet often, your tweets will get lost in the stream. Tweeting often and at different times of day maximizes your visibility. Followers will see your tweets no matter what time they check their feed.  A scheduling tool like Buffer, Tweetdeck, and Hootsuite makes scheduling easy.

Set Up Twitter Cards on Your Site

Twitter Cards are a form of SMO – Social Media Optimization. The SMO tags tell Twitter what image and text to show in a preview for your website. This makes your blog posts look much more appealing when they are shared on Twitter.

The simplest way to get your Twitter cards set up is to install the Yoast SEO plugin, which many people already have installed on their WordPress site for SEO purposes.

Include an Image in Every Tweet

Images make your tweets more eye-catching. Always use an image with your tweets.

Create Click to Tweet Links

Click to Tweet links are shareable links that allow people to tweet out a pre-populated tweet with just one click.

Click to Tweet helps you generate the links and also gives you access to some stats on the links. Once you’ve created them, you can put these links on your blog posts. There are also WordPress plugins that you can use to put these links on your blog.

Promote Older Content

Promote all your content, not just the latest post. Promote all your posts that are still relevant. Scheduling tools like Buffer and Hootsuite can do this work for you.

3 Tips for Email Marketing that Works

Your business needs control over its digital marketing. That means investing in a great website and email marketing. Today I focus on three ways to ensure that your email marketing is working for you and your target audience.

Just about every day, we are reminded why we need to nurture our own marketing channels. Social media rules change and people’s interest in specific channels change over time.

Every business needs direct connection with their audience that they control. If Facebook goes away tomorrow, will you lose your followers? What if LinkedIn drops all your connections? Not if they are all part of your active email marketing effort.

Email marketing allows your messaging to be delivered straight to the inboxes of your own list of people. You can affirm connections and market to new prospects.

The open rate on email messages is excellent overall, but poorly handled campaigns will have your subscribers hitting the unsubscribe link without giving you a second chance. You need to ensure your email messages are relevant and valuable to your recipients.

Build Your List Organically

People should opt in to your list. Period.

Never add anyone without their permission. This can happen several ways:

  • When you meet a new prospect, ask if you can add him or her to your email list. I usually write their response on the back of the business card to make sure I add people who say yes, and don’t mistakenly add those who decline.
  • Send an email with a link to subscribe to your email list. Explain what people will get and the benefit to them of being part of the list.
  • Add a link to subscribe to your list to your email signature. This helps people who you are actively in contact with to subscribe.
  • Be sure there is an invite to subscribe on your website.

No one wants to get added to an email list without consent. Email that isn’t requested is spam, plain and simple.

Collect What You Need and Nothing More

We all value our privacy. Collect the information you need to create targeted emails for each subscriber and nothing more.

If you want to send birthday messages, ask for the date. If not, don’t.

Generally, these few items will help you to create targeted messages:

  • Name
  • Email
  • Interest(s)

Provide Valuable Content

Every email should provide value to the recipients. Keep that goal top of mind as you compose your message. Messages must demonstrate your focus and understanding of the recipient.

Value can come in the form of information that speaks to their needs and interests, inside information that solidifies the relationship with you, or a promotion available exclusively to email subscribers.

Before you hit send, ask yourself what the value is to the recipient. If the answer isn’t clear, rework the content of the message.