Author and entrepreneur Ramit Sethi has a great system for email marketing. He sat down with Tim Ferriss for a two-part 2-hour podcast recently.
Listen to his ideas and tips on not only putting the right message in the email, but also reading every reply (in the thousands) and responding.
(That conversation starts around the 35-minute mark.)
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I spoke at Southwired (formerly Digital Atlanta) on curation. The slides from “Content Curation for Smarties: Know Everything All the Time” are available on this site.
See all the great tweets from attendees at my hourlong presentation.
I’m honored to be a keynote speaker at the Alabama Media Professionals’ conference later this month.
Navigating Today’s Media will have me and ABC 33/40 anchor Pam Huff as keynoters at its daylong event on Oct. 23 at Innovation Depot in downtown Birmingham. My lunchtime talk is titled “Why the Birmingham Media Ecosystem Collapse is a Good Thing,” and I’ll have quite a bit to cover in those 30 minutes.
The official description:
Poor coverage. Clickbait. A drought in a society drowning in information. Birmingham is at the forefront of a disturbing trend: media collapse. The city loses with the consolidation of corporate owners, the dumbing down of journalists and the resulting chaos.
Consultant and veteran journalist Wade Kwon sees opportunities amid the ruins, for freelancers, for PR professionals, for brand managers. Discover the hidden benefit to media implosion in his keynote presentation.
The conference is $85, and tickets are available online.
I hope you’ll join us for a provocative and meaty look at local media situation and how communications professionals can benefit.
• • •
Need a speaker for your upcoming event?
Let’s work together …
Lead generation can be tricky for companies, whether they’re brick-and-mortar entities or online only.
In this video, Diana Urban (@DianaUrban, formerly at HubSpot) and Laura Maiurano (@lauramaiurano at Bitly) share their steps on building better landing pages to generate leads. They explain how to write the headlines, how to keep the copy short, how to select the right image and button and more.
The webinar hosts emphasize testing different landing pages to achieve optimal signup rates. The more visitors taking your offer, the more leads to contact. (They even explain how to tweak your page if you have too many leads.)
Note: The audio cuts out a few times during the video.
Watch the presentation and get to work on your offers, your pages and your sales.
• • •
My free weekly email newsletter has even more tips
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Cutting-edge communication involves a lot of gibberish. Terms I may know that you may not know. Terms I may not know but use anyway.
Terms used by the media. Terms used by competitors. Terms thrown about with little understanding and exaggerated importance.
It’s my responsibility to use easy-to-understand language and to explain terminology when asked. I should make ideas and processes as clear and digestible as possible.
I remember the first time I heard the phrase “inside baseball” in a newsroom and had no idea what it meant. I asked, because I’d rather be temporarily seen as ignorant than permanently actually ignorant.
(Wikipedia: “Inside baseball refers to a detail-oriented approach to the minutiae of a subject, which in turn requires such a specific knowledge about what is being discussed that the nuances are not understood or appreciated by outsiders.”)
(And yes, at the time I asked, Googling wasn’t a thing.)
I do public speaking regularly, and I encourage audiences to ask questions whenever I present a concept that is unfamiliar or poorly defined. People won’t always raise their hands, and I don’t blame them. I anticipate as best as I can.
Any expert in any industry knows their jargon, but their audience may or may not. SEO, retweet, trackback, moderation, affiliate marketing, curation, targeting, plugin — all terms I use and all terms I may need to explain when used.
The challenge for any client is making informed decisions. They are no more able to pick the right marketer than I am at picking the best mechanic. I can take my car to different shops, receive different estimates and review different testimonials. In the end, I’m taking a leap of faith in who will actually repair my vehicle properly and cheaply.
This blog is a way I can overcome the problem of gibberish. Answering questions from any channel (email, comments, social media, phone, raised hand) is another way.
We can all improve in our communication, and minimizing gibberish is an important step.
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Need help understanding communications concepts?
Ask me today …
Before you start blogging, you need a goal. The best goals are measurable over a period of time.
(So “Improve customer satisfaction rate determined by surveys from 60 percent satisfied to 70 percent satisfied within 3 months” is better than “Improve customer service.”)
I have suggestions for goals …
- Show expertise.
- Answer customer questions.
- Show products, including features, demonstrations, assembly and uses.
- Build a mailing list.
- Sell products.
- Establish a brand and corporate values.
- Humanize a company.
- Foster community outreach.
- Go behind the scenes.
- Help people.
- Collect customer leads.
- Conduct market research.
- Improve SEO.
- Show off company through rich media, including photos, videos, charts, infographics and slides.
- Promote events.
- Inspire people.
- Experiment and test hypotheses.
- Provide public accountability.
- Foster community discussion.
- Talk with people.
- Increase revenue.
- Promote services.
- Manage crises.
- Recruit talent.
- Provide shareable content.
- Have a blog.
Just kidding about that last one. But for most of you, it is sadly accurate.
Define your goal so your blog is focused and moves your business forward.
What did I forget? Let me know in the comments, please.
The peril of the modern age isn’t being cut off from civilization. It’s being overwhelmed by it.
We have information from traditional media. But instead of seven radio stations and three TV stations, we have thousands. (We won’t talk about newspapers, or consolidation of corporate ownership.)
We have information from emails, text alerts and news sites. But also blogs, Facebook, Twitter, YouTube, streaming video and more.
Curation is a must for any content marketing professional in 2014. Curation is how I turned my first blog ever into a destination for readers and Google searchers.
Why should you master curation?
1. Save time. Instead of hunting for blog post topics and current information in your industry, it comes to you. Set up listening posts and filters so you can stay on top of information easily.
2. Look like an expert. When you can cite data and quotes from a wide variety of sources, you look like you know what you’re doing. When you stumble for an answer, well …
3. Become an expert. You get smarter with each trip to the well of knowledge. Curation simplifies the learning process. You don’t have to know how to repair every make and model of car ever manufactured to know basic repair and maintenance. Chances are if you know how to change the oil and battery in one car, you’ll be able to do it for most cars.
4. Share with ease. Your wealth of curated info can easily be shared in media, in email newsletters, in blog posts, in presentations, in slides, in listicles, in social media and more. Build that expert reputation quickly and authentically.
5. Synthesize. Having access to the breadth and depth of news in your industry makes it possible to catalog it for others to more easily consume. You know what that makes you? Indispensable.
6. Analyze. Doing something with curated info is the most challenging, but also the most valuable. Being able to understand and forecast trends or dissect patterns of behavior can help your company outmaneuver competitors and serve your customers more effectively.
Don’t drown in information. Surf it with curation and ride the waves to new destinations.
• • •
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I had a great time at WordCamp Birmingham 2014 on Saturday. My talk focused on the Super Easy Guide to Video for Content Marketing.
Thank you to the organizers and volunteers for a terrific event. And thanks to everyone who came to my seminar.
If you missed it, let me share some insightful tweets from the audience.
Blogging with WordPress panel
I also participated in the Blogging with WordPress panel with Karla Archer, Williesha Morris and Chanda Temple. Allow me to share a few tweets from that session.
• • •
Need a speaker who gets attendees talking?
Hire me for your next meeting …
If you came to my WordCamp Birmingham presentation, “The Super Easy Guide to Video for Content Marketing,” thank you. If you’re just interested in including more videos on your WordPress sites, you’re in the right place.
1. You can see the slides from the presentation. Please feel free to download them or embed them on your site. To download a PDF, click the Slideshare logo in the lower left, then “Save.”
2. You can also download the worksheet from the presentation.
3. If you want to stay in touch …
- You can contact me through this simple form. Please feel free to ask questions, make suggestions or request help.
- You can follow me on Twitter at @WadeOnTweets.
- You can subscribe to the free e-mail newsletter with tips, info, specials and more.
- And you can subscribe to my Birmingham Blogging Academy posts by RSS feed or by e-mail by looking for the box in the right sidebar.
4. Don’t forget to see the videos from Y’all Connect Presented by Alabama Power, dozens of hours of expert advice on blogging, social media, marketing and more. Contact me if you need the WordCamp coupon code to get videos for only $10 each (reg. $19).
Thanks for checking out “The Super Easy Guide to Video for Content Marketing.”
• • •
If you need help with communication,
book me for a FREE consultation.
I’m presenting at WordCamp Birmingham in a couple of weeks to talk about video content.
Come see me on Aug. 16 at the Harbert Center. My presentation will be at 11:30 a.m. CDT, room TBA. Tickets, $20, can be purchased online.
My talk is called “The Super Easy Guide to Video for Content Marketing,” a look at simple ways to include the most relevant and compelling videos in your blog posts.
The official summary:
Video keeps visitors on your site longer and helps people pay attention to your message. So why aren’t we using it more? Wade Kwon shows easy steps to incorporate video into WordPress sites. Learn how you can make your posts and pages compelling through interesting and entertaining clips in just minutes.
I’ve been a part of WordCamp Birmingham since the beginning, having only missed it in 2013. My pal Carrie Rollwagen will present on “Drive Blog Traffic Without Driving Yourself Nuts” and Bill Robbins will discuss “A/B Testing.”
I hope to see you at this conference!
• • •
I’ve got two more conferences booked for the fall,
but you can still have me at your event …
Twitter is a pain. Sometimes, I think this channel does everything it can to be as unpopular as possible.
For instance, Twitter has a spambot problem, as automated accounts clog chats, hijack hashtags and blanket timelines with sales pitches and viruses.
But the solution is as bad as the problem.
I had no idea Twitter was limiting how many people I could follow. In theory, this keeps spambots from following everyone and inflating numbers and luring followbacks. But it punishes legitimate accounts, too.
My tactic for @YallConnect was to follow as many real people in the Southeast as possible. After following 2,001 users, I saw the warning message (shown above) that stopped me cold.
The linked policy from Twitter outlines all the following limits:
Once you’ve followed 2,000 users, there are limits to the number of additional users you can follow. This number is different for each account and is based on your ratio of followers to following; this ratio is not published.
I have little choice but to break my rule from my previous post: Brands shouldn’t unfollow anyone.
I’m using Unfollowers.com, one of many free tools that show which followers and friends are inactive on Twitter. Since following people is now a limited commodity, I must spend my follows carefully.
Unfollowers.com can scan Twitter accounts for inactive followers.
Unfollowers.com can show me who hasn’t tweeted in the last 3 months: 138 users. Unfortunately, they might be using Twitter every day as a news source, but not to tweet or interact. I’ll unfollow them (I could put them on a Twitter list, but it’s not worth the effort.)
Another 20 have no profile image, but most are fairly active accounts. I’ll unfollow the ones who haven’t tweeted in a long time.
Also, I canceled all 17 pending requests to follow users who have private accounts.
And I’m following 838 users who aren’t following back; of those, 78 haven’t tweeted in a month or more. I unfollow those 78 for starters. Some 70 have less than 100 tweets, so I unfollow them, too.
A few minutes of effort has freed up nearly 250 slots.
Maintaining a Twitter account shouldn’t require this much work. But artificial limits mean periodic cleaning to keep accounts lean.
Even if it means cutting some tweeps loose.
• • •
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in my free weekly newsletter …
Lawanda Stevenson and Wade at the Rocket City Bloggers networking event
Blogging is more fun with a friend. I may have started out on my own, but I’ve learned just about everything from other bloggers.
They know how to build big fan bases, design themes, excite readers and make money.
Let me introduce you to two groups in Alabama that bring bloggers together.
The first group is Birmingham Bloggers, which took off earlier this year. Beth Branch, Meredith Davis and Molly Moon feature local blogs and bloggers on their site and have held two meetups.
The second group is Rocket City Bloggers, founded in 2011. It features Huntsville blogs and bloggers on the site and holds monthly dining meetups.
Last week, I stopped by for the Connect! event, a networking event at the U.S. Space and Rocket Center for businesses and bloggers. I had a great time catching up with my Huntsville friends and meeting new ones.
I hope to meet you soon at a blogger event!
• • •
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Retailers have time this summer to think ahead to the holidays. Besides inventory and staffing, it may be time to put a content strategy into place.
This will take at least 6 months to gain traction, but why not start now?
A content strategy is part of an overall marketing plan. A retailer may already have other pieces in place: signage, print ads, mailers, commercials, sales, preview parties, billboards, search engine marketing and more. Pieces of content — on a website and blog, on social media channels, in emails — can build search referrals, answer common shopper questions and bring in leads and sales.
The strategy comes from the goal, whether it’s to show off products, improve customer service, increase sales or promote branding. Remember, the goal should be measurable over a specified time period.
The content itself can be practically anything: event photos, how-to videos, case studies, testimonials, store updates, spotlights on customers and colleagues, announcements, sales, product demos, reviews, comparisons, Q&A with vendors, coupons and on and on.
Content deserves a home, and the best spot is usually a website. Content deserves a direction, one that shapes it and expands readership. And content deserves to be measured, so that its quality continues to improve.
Smart retailers can put together compelling content over the next few months that strengthens marketing. By engaging readers and customers, retailers can build a real relationship with them and understand their needs more clearly.
It starts with goals, emerges with a strategy and grows with content.
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Let’s build your strategy today …
That’s me at Y’all Connect Presented by Alabama Power 10 days ago. I’m still neck deep in post-conference affairs.
So no blog post this week. Except for this blog post telling you what I’m doing instead:
- Writing a guest blog post I still owe to the public library on checking out audiobooks.
- Another guest post I’ve owed for 2 years, but will instead give this (deeply patient) blogger a how-to course on email newsletters.
- Getting the Y’all Connect videos ready (my mantra for the past 11 months).
- Meeting with new clients (hallelujah!).
How’s your summer going?
• • •
If you need help with marketing, blogging, social media
or other areas of communication, let’s meet …