How to Create an Equal Work Environment

It’s 2018. And as my CEO has said, this is the year to stand for something. As a woman who knows more about SEO, whiskey, and coding than housekeeping, I stand fearlessly alongside those who are focused on making the world a more equal and less gender-defined place.

When I think about the strong and powerful people who have paved the way for me, I am determined to ensure that those who come after me in the workforce have an equal work environment.
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I take March as a time to reflect on how far we’ve come and also as a month where I plan how I can improve the world around me. When I started my first job nearly 20 years ago, I adhered to a dress code that required I wear a skirt and pantyhose to work every day. Just 55 years before that, my grandmother got her college degree in home economics as it was one of the few majors available for women. The progress we’ve achieved is tremendous—but this is by no means a time to pat ourselves on the back and become complacent. Quite the contrary. As my colleague Alexandra Nation said in a blog post last week, there are still many opportunities to make the workplace a more equal and inclusive place, and I’m motivated to do my part.

To further my reflection and improvement plans, this month I’ve been talking with prominent people in the tech space about what we can do together to create a better path for those who come after us.

As Amy Chang said, “I’m grateful to be surrounded by strong women, and I’m passionate about empowering women to pursue careers in tech. Together we can change the face of technology.”

In this blog, I’ll cover how we can best work together to create an equal work environment as well as advice from several influential industry experts.

Stop Gender Pay Gap

“I’ve been in the B2B space for 20 years—I think before anyone even came up with the acronym B2B. The time for the “good old boys” club is over. First and foremost, to create equality in the workplace, we must ensure equal pay. There should never be a scenario where a woman who is filling the same role as a man is not getting paid equally. It pisses me off that we’re sitting here in the year 2018 and we’re still having that conversation.”—Carlos Hidalgo, Founder and CEO of VisumCx

Gender does not determine skill level. Full stop. It’s time to be open and honest about compensation and to have zero tolerance for gender pay gap.

Can’t Find Diverse Candidates? Look Harder

“I regularly have event planners tell me they can’t find women speakers. This is pure laziness. The reason we have events is for experts to share their expertise, experience, and outcomes with the intention of driving revenue for business. It’s ridiculous to consider an event successful when it avoids half of the customer point of view—women. Women drive 70-80% of all consumer purchasing. And we know that what influences B2C buying also impacts B2B decisions. If you want to be better at customer centricity, then bring the voice of your biggest customer to the stage.”—Carla Johnson, Author and Chief Experience Officer of Type A Communications

If you can’t find a female speaker for a panel or find any women to interview for a particular role, you’re not looking hard enough or might be looking in the wrong places. It’s also vital to examine the language you’re using in your job postings. Unconscious bias is a real thing—and could be keeping your team in an unbalanced state. Recognition of bias within your organization is the first step toward equality. It’s okay to not be perfect right away.

This Isn’t a Women’s Issue

“Men in technology have a responsibility to encourage women to seek tech leadership roles, and to actively drive the normalization of women being successful in tech rather than focusing on how ‘special’ it is. When women being successful in tech roles becomes business as usual, we’ll create a positive feedback loop that encourages more women to seek success in technical positions.”—Jim Ruberto, VP of Technology at Intelligent Demand

“I believe that not only do women need to champion and mentor other women but also that men (who currently control spending and decision-making) need to inspire other men to hire, mentor, and ultimately promote qualified female candidates.”—Nancy Shenker, Founder and CEO of sheBoom

In the immortal words of The Doors, ‘the time to hesitate is through.’ We have a duty to each other to make a seat at the table for everyone, regardless of gender. If we only have women championing diversity and change, we will fail.

It Starts at the Top

“In terms of inclusiveness, especially if you’re an organization leader, you need to not only check your own behaviors regularly to ensure you’re getting different perspectives but also be a leader in terms of mentoring. Find opportunities for even those who may not be quite as outgoing that might seek their own. Make it really clear that the culture of your team and your organization has zero tolerance for anything that doesn’t encourage diversity. By being a leader and actively encouraging engagement, involvement, different perspectives, different slants, being respectful and incorporating those, I think that sets the tone for the rest of the organization.”— Jim D’Arcangelo, SVP at UpCity

“If we don’t get more young girls interested in tech, we will continue to be underrepresented. With the fourth industrial revolution, of a truly digital transformation, the world has moved from analog to digital. Soon, every company will be a technology company. My whole model is see it, be it. If you can see it, you can be it. Amy Chang was a mentor of mine and it is now my duty to inspire others as she did for me.”—Jill Rowley, Chief Growth Advisor at Marketo

“Both men and women in tech need to acknowledge that the industry currently has a problem and step-up to train, encourage, and inspire women to take on more leadership roles in the industry. I always loved technology but didn’t see it as a career path. I was introduced to the SaaS world by Jim D’Arcangelo who engaged me to develop top-of-funnel content for a site targeted to entrepreneurial women. I learned the lexicon of MarTech from him and realized that you don’t need to code to play a significant role in the space.”—Nancy Shenker, Founder and CEO of sheBoom

Who mentored you? Who are you mentoring now? What can and will you do to make a better space for those who come after you? Sure, “the struggle is real,” but the point of fighting for change is progressing beyond the status quo. I can tell you that the undergrad and graduate students I mentor are hungry, smart, and motivated as we were at that age, if not more so. They deserve mentorship, leaders, and role models just as you and I did. And if you didn’t have a solid pipeline of mentors available to you early in your career, it’s time to be the kind of mentor you wished you had.

What are you doing to make the workplace a more diverse and equal place? Let’s keep the discussion going in the comments.



The post How to Create an Equal Work Environment appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.



Not All PPC Conversions Are Created Equally – A Lead Gen Success Story

It is not uncommon in PPC, especially with lead generation accounts, to track multiple types of conversions. Within one account, you can track phone calls, lead form fills, content downloads, newsletter sign-ups etc. And, while you can attribute different values to your lead types to accurately measure performance, how do you strategically integrate optimizations that promote one over another? Enter the challenge…

The Challenge

I have a client who sources candidates for open job positions. Typically, a lead gets pushed through to a recruiter who then converts the lead to an application at which point, the individual can be placed in an open job position. Given a strain on resources they were experiencing, they wanted to know if they could use PPC to increase the number of application conversions to lessen the number of leads a recruiter had to convert. We had always tracked applications as a separate conversion type, but we had never implemented a strategy around application growth. So, I got to noodling…

The Strategy

My strategy for how to tackle this challenge divided into several prongs:

  1. Select and target audiences more likely to be ready to fill out an application
  2. Create hyper-relevant ads with a sense of urgency
  3. Direct ads straight to an application URL
  4. Use a strong, undeniable CTA: “Fill Out Your Application Today!”
  5. Ensure this conversion type is reflected in sitelinks

I notified my client of a handful of expectations after making this shift, especially since there was no additional budget available at the time of launch:

  • Overall conversion volume is expected to decline given that we are sourcing for lower funnel conversions
  • CPL will likely rise as the application conversion action historically had a CPL 3X the lead CPL


Audience selection involved Remarketing to several audiences including those who had previously filled out a lead, a hyper targeted, interest-based display campaign, and stronger CTAs on Brand Campaigns. I made sure to label the new ads so that conversion rate comparisons would be readily available. I also made sure that the CTA button on my responsive ads in the display campaign was relevant. You can change this easily in adwords but the option is a bit illusive. When creating your responsive ad click “More Options.” From here, there’s a menu that drops down to offer CTA button options. These default to “automated” if you do not select an option.

The Results

We ran this test for a few months and saw tremendous success. Once the strategy was in place, we zeroed in on the campaigns that were promoting the most application volume and adjusted budgets to favor these campaigns. The best part was that we were able to keep lead volume and lead CPL relatively steady while continuing to increase application volume.

Key Takeaways

  • It took me a total of two seconds after outlining this strategy to recognize that I should be applying this mentality to all campaigns in every account I manage. Being aware and purposeful about the intent and structure of our ads can aid us all in being better marketers.
  • When steering away from your standard course of lead generation remember to project possibilities. Setting expectations with your client about how performance is expected to be impacted ahead of time due to pivoting strategies will save you a lot of explanation down the road.
  • PPC can have problem-solving capabilities that can assist your clients in other parts of their business. In this case, by getting more applications in the funnel, we alleviated a strained part of our client’s workflow and their team was extremely grateful.

Preemptively offering a strategy for driving higher-impact lead acquisition would be well-received by any client. Dive into your accounts and see if there is a way to promote higher quality conversion types. Be intentional, set expectations, and explore PPC capabilities outside of your standard operating procedure.


6 Ways to Guarantee Your Guest Post Gets Rejected

Done correctly, guest posts can help brands reach new audiences and establish the credibility of their leaders. A smart guest posting strategy can vault a small brand to new heights and cement an established brand as the go-to expert in its industry. Done incorrectly, though, guest posts reach no one because editors won’t publish them.

To build a guest posting strategy that works, learn to follow the rules—and expect to fail if you break them.

In this blog, I’ll show you six ways to guarantee your guest post gets rejected. 

What the People in Charge Say

Publication editors are the gatekeepers of guest posts. You can write all you want, but if no one accepts you as a contributor, you won’t get very far. Editors decide who’s in, who’s out, and who’s on the “never open emails from this person” blacklist.

To learn more about the rules of guest posting, my team asked editors about how they select which articles to accept and publish and which articles to reject. Our research, which we published in “The State of Digital Media,” has helped us understand what it takes to succeed.

Of the editors we polled, 85% said their main reason for accepting and publishing content is to share new insights with their readers. People want valuable information and advice they can’t get anywhere else—makes sense, right? Editors love guest posts for this reason, with 96% reporting a desire to maintain or increase the amount of guest content they publish.

Editors want more contributed content, but there’s a catch: Not all new ideas are created equal. Publications want high-quality thought leadership content submitted by industry experts, not people who have only their own interests at heart.

If you want to get on the good side of publication editors, break the rules at your own peril.

How to Become an Editor’s Worst Nightmare

Let’s say you want to be a publication editor’s worst nightmare. Most brands and experts strive to get published, but not you! You are determined to do everything wrong, from start to finish. Follow these mistakes to guarantee you succeed exactly zero percent of the time.

1. Send a Boring Pitch

Editors read dozens (sometimes hundreds) of pitches in a day. Ensure they ignore your pitch by following a stale template and writing “Guest Post” as the entirety of your subject line.

Keep it as bland as possible so editors will delete your email along with the other 50 boring pitches they read that day. Sure, you could write better, more interesting subject lines and customize your email pitches to build real editorial relationships—but then editors might actually respond.

2. Set Your Own Deadlines and Publishing Schedule

Show the editors that you’re in charge by completely disrespecting their time. Send them your own publication dates and revision timelines. Remind them to “please respond by Monday” and tell them you’d prefer to publish just after the new quarter begins. The more you imply that your post is more important than others, the better.

Never consider the fact that editors are busy enough as it is or ask how you can help them. Remember, you want to be rejected as quickly as possible.

3. Ignore the Publication’s Content, Media Kit, and “About” Page

Why bother reading anything a publication has covered before you reach out? You just wrote the best article ever on healthy cooking, and you want to pitch it to everyone—even sites that explicitly state they’re only looking for content from contributors on the topic of digital marketing.

Who cares if this publication prefers to use numerals for small numbers and stick to the Oxford comma? Your writing transcends their guidelines. Rather than treat every publication as an individual outlet with a unique voice and audience that needs original content, act as if they’re all the same.

4. Focus Your Article on the Important Stuff: Yourself

Guest posting is part of your content strategy. Your content strategy is driven by your business goals. Therefore, your guest posts should market your brand aggressively.

Our report found that 71% of editors see overly promotional content as a major problem. To be the worst contributor ever, ignore that information and add as many links to your homepage, blog, and product pages as you can fit. Editors and their readers might want helpful tips or unique industry insights, but too bad—you’re going to write an 800-word billboard.

5. Trust Your First Draft and Don’t Look Back

Editors prefer revised, thoughtful content, free from grammatical errors and loose ends. Provide them the opposite by sending them your first draft without letting anyone else see it. Bonus points if you don’t even read it over once yourself.

Another 71% of editors say they are likely to reject content that isn’t professionally written and edited before it arrives. Join the ranks of deleted pitches by trusting yourself to get it right the first time.

6. Be as Creepy as Possible with Follow-ups

Official communication channels are for everyone else. You dug deep in your Google search to discover editors’ Facebook pages, LinkedIn profiles, Twitter pages, and even pick-up basketball leagues. Now, you can bother them no matter where they go, ensuring they will both reject your pitch and avoid you like the plague in the future.

Sure, you could read the site guidelines about follow-up communications and demonstrate respect for the other party, but where’s the fun in that?

Guests posts can be powerful weapons for companies big and small. If you’d prefer to use those weapons to shoot yourself in the foot, follow these tips to guarantee no editor will ever work with you again.

How have you been able to ensure that your content doesn’t get rejected? What strategies have you used to make sure your pitch is accepted? Tell me about it in the comments!

The post 6 Ways to Guarantee Your Guest Post Gets Rejected appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.


5 Things to Make You Better at PPC Marketing

I Love Us

I love the PPC community. We are funny, smart, and, for the most part, do our work without much hubris. And one of the greatest things about PPC Hero is this: we are dedicated to making the funny, smart, humble PPC community better. PPCers are very much interested in knowledge-sharing and the old adage “a rising tide lifts all boats”. So in this post, I am going to give you 5 things you can do today to become better at your job tomorrow. And I will admit, I am probably not going to be telling you anything you don’t already know. But maybe you have lost your way and can’t see the forest for the trees (How many more adages can I fit into this blog post?). Maybe you have gotten away from the basics. Or maybe you just need a little reminder: we can always be better PPC Heroes.

Get Supermetrics

In many conversations with Jacob Brown he has said something to the effect of, “I really don’t think the creators of Supermetrics realize the power of the tool they created”. Word.

The creators of Supermetrics are basically Mark Zuckerburg when he registered the domain “”. I love this tool. It is so unassuming and there isn’t much gravitas in how it looks. It is just beautiful, raw data in any shape you want. We have written a few posts about Supermetrics but really all we have done is scratch the surface of the capabilities.

Close your eyes (not really because how else are you going to read this?). Imagine what you want to know about your account. All the tiny bits of information diced and spliced any way you want it. If you are managing multiple accounts, imagine being able to create a dashboard where you can see larger trends spanning accounts and platforms. It gets even more fun if you are employing a standard campaign naming convention (ie Platform_Network_Campaign Name_Geo Target_Device Target). Think of all the querying you can do! Doesn’t that sound nice? Good. Now open your eyes. Now go get Supermetrics.

My current favorite way to use Supermetrics? Combining metrics from AdWords and Bing alongside Analytics and segmenting by country. Supermetrics? More like SuperFUN!


We shouldn’t always be closing, per se. But we should always be projecting. With all of the automation at our fingertips, it is really easy to come up with bid rules and set them live and watch things happen. But before you actually start relinquishing all bid management tasks over to the automation world, do a few trial runs manually first.

I have this great ROAS bid template that uses Supermetrics to pull my data. Supermetrics runs, dumps the data in, and it spits out an upload sheet. Voila! Presto! Alacazam! I’m done.

It is time-consuming to build these types of templates and we often forget to add in columns that will calculate the effect of the changes on the performance of the account. We need this. So badly. If you don’t project even with your automation and all of your knowledge of the account, you could end up in a situation where 4 weeks down the road traffic is dipping and you start looking for lost clicks in all the wrong places. PROJECT.

Think Big. Act Small.

When I started in PPC four and a half years ago, I was drowning in keyword data. I felt I could not keep my head above the water long enough to understand account strategy. I would get so hung up on one rogue (not to be confused with Rogue One) search term and think the account would crash to the ground if I didn’t act immediately.

So it is four years later, and I’ve seen some things. I know some things. You must keep your eye on the prize (is that adage #3?). Ask yourself these questions:

  • What is your goal for the account in the next 3 months?
  • What is your goal for the account in the next year?
  • What is the company’s or organization’s goal for PPC?
  • How does PPC fit into the overarching marketing strategy?
  • What does it mean for the company or organization to be profitable?

Growth and profitability don’t always play nicely together. Knowing the larger picture will help you prioritize tactics and focus on the right little things. Maybe that rogue search term is pulling in a new audience and you are really focused on growth and wanting to expand your reach, if so, then no need to worry about it. But if profits trump growth, that tiny little search term pulling in a new audience may not be contributing to the overall health of profitability and therefore it needs to go.

When I say Think Big, Act Small, I also mean you shouldn’t be reinventing the wheel every month. Small, impactful changes can compound upon each other and create movement in the right direction. When we say we want to “move the needle”, we don’t always mean we need to move it the length of a football field. Slow and steady wins the race (I am on a roll).

Know Your Competition

PPC Hero has many great posts about competitive analysis through tools such as the Auction Insights Report. Competitor analysis is key to understanding your auction. Understand who is in the auction with you and you can build strategy for everything from dayparting to ad copy.

Recently, I learned another simple way to understand your industry and competitors. Google Alerts! Go to and type in any business, industry, or topic. Select how often you want to receive alerts. And you are done! News about your keyword will start appearing in your inbox.

Company mergers, bankruptcies, news stories, among other things will all effect performance of your keywords. This is super helpful if you want to stay in the know about external factors contributing to the success or decline of your efforts.

Have an Opinion

Have you been on Social Media lately? Everyone has an opinion. I think we as humans are becoming inundated with other people’s opinions. I’ll try not to get too heavy for a PPC blog, but we shouldn’t become so hardened to others’ opinions. Also, opinions are not always arguments. I want to be challenged by opinions and I want to have my own opinions and have others challenge my opinions!

What I mean to say is this: it is okay to disagree on strategy. It is okay to disagree on tactics. There is no such thing as “Best Practice” (though I am guilty of tossing around that phrase a time or two). Focus on what you know to be true and focus on the account goal. There will always be more than one way to peel an orange (Adage!).

Homework time! I want you to seek to a differing opinion on PPC Strategy and do two things:

  • Listen to understand, don’t listen to form a rebuttal.
  • Then use your voice to challenge the opinion and share your own view.

Note that I did not say “raise your voice”. Though the PPC community is a civil one, it is always a good reminder to be respectful of one another.

Birds of a Feather…

At the end of the day we are all just a bunch of PPC nerds trying to turn hard work into (insert passion here). In summation, to be a better PPC manager, you need to try out new tools, understand cause and effect, focus on strategy, keep an eye on the competition, and speak up. I believe these 5 things will make you a better PPC Hero and in turn raise the bar in our community.


70 Best Entrepreneur Books to Read in 2018

I’m a big reader. Huge in fact. When I came on board with Jungle Scout, this was a well-known fact. I knew joining the content team, that eventually I’d have to write something about the best entrepreneur books for entrepreneurs and Amazon sellers. Because that’s what happens when you’re a voracious reader and Amazon seller and write for Jungle Scout! This “Best entrepreneur books for Amazon sellers” guide has been put together with the Amazon seller in mind, but really, these books are useful for any entrepreneur.   70 Best Entrepreneur Books for Amazon Sellers Coming up with a list of books is never easy, of course. On my Instagram page, plenty ask, “Hey, Dave! What should I read?” Problem is, I don’t know what they’ve read or where they’re at in the cycle. So I have to ask, like a billion questions. When writing this blog post, I had similar issues. However, unlike my Instagram account, there was no way for me to ask you, the reader, which books you’d already read. Therefore, it made sense just to list as many books as I could on as many important subjects as possible and then put them in order by … Read More

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Driving the Right Conversions from Facebook Ads: Your 60-Minute Masterclass

Facebook advertising is fiercely competitive. As ad spend skyrockets and algorithms change, advertisers are scrambling to find the best ways to generate the most impactful conversions at the lowest costs. There is a lot of confusion, but don’t worry — our experts are here to show you how to optimize Facebook campaigns for your ideal personas and drive them to conversion.

In this webinar, DialogTech’s Kelley Schultz and Hanapin’s Mary Hartman will walk you through strategy-altering methods to optimize conversions from your Facebook ads.

You’ll learn:

  • The best ways to generate Facebook conversions for every stage of the sales funnel
  • Advanced strategies for optimizing audience targeting to drive revenue
  • Cross-channel strategies to drive higher ROI from Facebook, search, and display



Tips & Tricks for AdWords Grant Accounts

One of my first accounts as an account manager was a grant account. It felt like a low-pressure way to get my feet wet in account management. However, as soon as I got the account, Google change their grant account policies. In early January, AdWords released policy updates for grant account management. Policy updates included:

  • Maintain a 5% account CTR
  • Keyword Quality Scores cannot be below a 2
  • At least 2 active ad groups per campaign
  • At least 2 sitelink ad extensions
  • Account must have specific geo-targeting

For more information about the policy updates, visit Google’s Ad Grants Help webpage.

These updates seem relatively easy to maintain, except for maintaining a 5% account CTR. This requirement was one that caused me to worry about staying within AdWords grant requirements. For grant accounts, only keywords that support the mission of the nonprofit can be bided on (i.e. no competitor terms, no broad-topic terms) and ad copy must stay mission-focused. Additionally, keywords cannot have a bid over $2, unless the account is able to use maximize for conversions. It was, and continues to be, a challenge to stay within grant guidelines, however I have a few a few account optimizations that have helped me reached 5% CTR as well as raising account keyword quality score.

Within the first week of management, an account audit is crucial. Get familiar with the account structure and make any necessary, quick changes to get the account moving. In my first week, I updated all keyword bids to the max $2, implemented embedded negatives, added multiple match type ad groups of existing keywords, and added radius targeting to store location campaigns. These were quick wins that were able to move the account forward.

After those easy optimizations, I ran multiple search term reports. This helped me to find additional negatives (which helped to improve account quality score) as well as keywords that were related to the nonprofit’s mission. It was a keyword-idea-generator. Next, I paused any existing keyword that had a quality score of 2 or below.

A month of management in and CTR was still not above 4%. I was running under the assumption that the more keywords, the more coverage, the more clicks, the better. However, I found this not to be true. I looked at the last week of stats and went to all enabled keywords; from there, I paused any keyword that was being served and had below a 4% CTR. I paused keywords until I noticed that looking at the column, total all enabled keywords was above a 5% CTR. Doing this check on a regular basis will ensure that your CTR is not falling consistently. It also helps to see what keywords are resonating with your audience.

I continued to make regular account optimizations like writing ad copy to have 4 ads in each ad group, search term reports, tightening up ad groups with closely themed keywords, and adding campaigns as necessary to help push spend and conversions. When I had enough data, I moved campaigns over to maximize for conversions, was a new policy Google also updated in early January. Additionally, I set up a dynamic search ads campaign which immensely helped improved CTR once it ran for a decent amount of time.

After focusing on low-performing keywords, I looked at low-performing ads. I had 5 ads running in each ad group, one being a dynamic keyword insertion ad. I looked at the percent served and paused the ad that was being served often but had no clicks. This still left me with 4 ads per ad group. I continued to update ad copy and tie it as closely as possible with terms from the landing page and terms that were in the ad group. It is never more important to have a tightly themed account structure than in a grant account because of the necessary CTR and quality score requirements.


In summary, grant accounts take more management and optimizations than an average small account may. Daily management is required for grant accounts because of the limited options for keyword bids and what keywords can be used. It is important to check on the CTR of your enabled keywords, to check on the percentage served of the ads, and it is important to have good account structure for a grant account. CTR does fluctuate from time to time but doing these optimizations on a regular and ongoing basis, you will see your CTR improve and hopefully rise as time goes on.


5 Key Marketing Metrics for Social Media Your C-Suite Cares About

If you meet any social media marketing manager, they’ll tell you, one of the most important facets of their job is to be able to analyze data and make quick decisions. I have to say, analytic reports have become my friend over the last several years. Having the capability to take an in-depth look at the results of any campaign allows me to make informed decisions on whether we need to make slight adjustments. Key marketing metrics drive everything that my team does, and ultimately those metrics need to be reported all the way up the ladder.

In this blog, I thought I’d give you a sneak peek at the metrics I report on, what I consider when compiling the data, and a few tips for driving results that your c-suite cares about.


I know a lot of us like to think followers isn’t all it’s hyped up to be, but at the end of the day, the number of followers you have is important in the game of perception. As humans, we look to others for social proof. If everyone is following a brand, they must be worth following, right?

Followers = Perception of Influence

What to consider:

Everyone likes to see a graph chart that leans up and to the right. Be sure to tell your metrics story visually.

Determine how many of your current followers are within your target audience criteria. If a large percentage of your audience is within your targeted personas, be sure to let your c-suite know that the social channels are one of their preferred channels of communication. This will keep social top of mind as a communication platform worth investing in.

Are there industry influencers interacting and following your brand? If influencers are following you, consider ways to collaborate and/or tap into their social following to increase your brand recognition. Sometimes who is following you can be as important as how many are following you. Be sure to keep a current list of “who’s who” that’s following you.

Are you seeing an increase in new followers within your targeted personas? If yes, that can help inform your social strategy moving forward. Double down on the content that is resonating. If you aren’t, perhaps it’s time to pivot and re-evaluate how you can create more engaging content.


  • Follow industry influencers, customers, and partners. Not only does that give them an opportunity to follow you back by way of a follow prompt, it allows you to keep a finger on the pulse of conversations happening in your industry.
  • Share consistently across your platforms. Posting new content frequently keeps you top of mind.
  • Share content that is fun and informative. Offering content that educates helps you become known as an authority on the subject.
  • Participate in live chats around your industry. This gives you a chance to provide your unique point of view and gain exposure to new audiences.


As social marketers, we should always be monitoring social media engagement. How frequently your followers are liking, sharing, retweeting, and commenting on your social posts is a leading indicator that people are finding your content valuable enough to engage with and/or share with their social following. And while content sharing on social channels is amazing, you’ll also want to track if people are clicking through to view and interact with your content.

In addition, social channels are transitioning from traffic to engagement channels for a lot of brands. According to Sprout social, 35% of people prefer social media to any other channel for customer support. Social offers a unique platform to interact with customers in real time.

What to consider:

Platform algorithms prioritize engagement. The more engagement your posts have, the higher organic reach you’ll have. If your ultimate goal is to drive new leads and conversions, the more reach you have, the better.

Potential customers use social media to interact with brands. Trends show that social media users are increasingly looking for more personal, 1 on 1 connections. Actively monitor conversations so you can answer questions about your products, provide offers to encourage users to pull the trigger, or just happily engage in conversations on industry best practices to increase brand exposure.

When done right, engagement helps companies build relationships with current customers. At the end of the day, loyal brand advocates will be one of the most valuable assets to any social media team. Keep your customer advocacy team in the loop. Top engaged community members may make great candidates for case studies, engagement, and rewards programs. When reporting to your c-suite, those referrals can show how social is informing several programs within the marketing department.

Social Engagement

Share of Voice and Sentiment Analysis

One of the metrics I keep close tabs on is how many mentions we’re getting in the social landscape. That’s great, but what I really need to know is know how our brand is performing against our top competitors. An easy way to calculate that: Your Brand Traffic / Total Market Traffic = Share of Voice

Something to keep in mind, one brand may have more mentions, but a lower positive net sentiment. My goal is to always maintain a positive net sentiment of (+10%) with a high level of social mentions. Monitoring both mentions and sentiment over time can provide valuable information for crisis communications, support, and campaign intelligence.

What to consider:

Triggers can be set up to notify you of any negative sentiment terms used with your brand. That way you can respond as quickly as possible to avoid escalation.

Get your c-suite active on social media. Consider building out a content sharing plan to encourage their sharing of branded content. Something I’ve had great success with is gamifying social engagement with a leaderboard. Each week I present a social snapshot of who had the most mentions related to the brand on social media. It’s been a fantastic way to encourage social engagement and increases the number of positive social mentions associated with the brand.

Engage and collaborate on content with influencers as much as possible. Their audience reach can really make a difference in your share of voice.

Keep SEO in mind when drafting content, especially blogs. People tend to share blog titles across social channels, which can hit your negative sentiment if the blog titles have negative terms like “don’t, problem, challenge.”

Leads Generated

In order to map out, track, and score leads that come in through your social channels, as well as, revenue that’s driven as a result of your campaigns, you’ll need to invest in a marketing automation platform. Utilize tracking parameters in every URL posted to ensure you can measure the leads generated from social marketing campaigns.

What to consider:

It’s important to measure which campaigns have the highest lead conversion rate, but you also want to consider how many of those conversions became quality leads that drove to pipeline. At the end of the day, you’re going to want to continue investing in the channels that provide the biggest ROI.

Consider where in the buyer’s journey your audience is. Top of funnel channels may be great for garnering awareness and brand trust, but may not be your best bet to invest in paid campaigns. Be sure to measure a ratio of pipeline to spend to get a clear understanding of how content is driving results on each of your social channels.

Different content drives different responses. Your social strategy will need to include several types of content to stay relevant and prompt engagement.


Calculating pipeline will differ depending on how your team measures and allocates pipeline throughout the various marketing programs within your organization. At Marketo, we utilize two allocation methods. First-Touch Pipeline (FT Pipeline) which allocates the entire opportunity to the program that sourced the primary contact for a deal. Within our social team, we tend to pay more attention to Multi-Touch Pipeline (MT Pipeline). This approach allocates the pipeline and revenue across all the marketing programs that successfully influenced any person attached to an opportunity.

What to consider:

As a rule of thumb, we like to see a ratio of multi-touch pipeline to investment greater than 10X.

Not every social channel will be great for new lead generation. Rather, some channels may be better utilized for deepening and nurturing existing relationships.

Some leads take time to convert. Think about social media efforts as a long haul approach, especially if you measure MT pipeline.

When it comes to metrics, it’s easy to drown in data and questions. Don’t give up! Start by digesting the key marketing metrics that your c-suite cares about and go from there.

Are there any metrics that your c-suite is obsessed with? I’d love to hear about them in the comments.

The post 5 Key Marketing Metrics for Social Media Your C-Suite Cares About appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.


Trademarks for Amazon Sellers: Everything You Need to Know

The Amazon brand registry has changed, and it’s more important than ever for private label Amazon sellers. But now you need a registered trademark to get in. Where to start?Find out everything you need to know about trademarks for Amazon sellers & how to enter the new brand registry!

The post Trademarks for Amazon Sellers: Everything You Need to Know appeared first on Jungle Scout: Amazon Product Research Made Easy.


Increase Productivity in Your Workday (Without Losing Your Mind)

Ever get the feeling that you’re swamped by an avalanche of emails? Me too. On an average, we receive about 121 emails a day—and this number is set to rise to 140 this year. Now I don’t know about you, but in my book, that’s a lot! And these are just emails from people we work with. It can tank your productivity before you’ve even begun your day.

As marketers, not only do we have to manage those 140 emails a day, we also have to look at emails sent by automated systems—social media spikes, alerts about a potential PR crisis, or even an email that tells you about low open rates about your latest email marketing campaign (ironic, I know). So, in the end, you probably end up with close to 250 emails in your inbox when you get to work every morning.

Oh and let’s not forget the constant pings on Slack. From your team. Or your boss.

At this point, you do one of two things. Give up and grab a giant mug of coffee or spend the rest of your morning tackling your inbox—which may or may not mean you’re ticking off items off of your to-do list. (More often than not, my to-do list is intact and I get maybe three hours—if I’m lucky—to tackle that before my inbox gets flooded again).

So how do you ensure that you’re not overwhelmed and frazzled by 3 pm? How do you stay on top of your game despite the deluge of emails in your inbox?

Here are three things you can do as soon as you get into work to increase productivity.

1. Use an Alert System

We all know how hard it is to contain an endless stream of complaints on social media or a viral blog post that doesn’t necessarily paint the best picture of your brand. You’re likely to leave a bunch of complaints unanswered—at least for a few hours. And nobody wants to do that. But you’re still human right?

The workaround for this is to anticipate a PR crisis before it grows into your worst nightmare. At Talkwalker, we use Talkwalker Alerts, our in-house alert system to keep track of our brand or latest campaign. This not only helps us take prompt action if we notice a potential crisis in the works, it also helps us understand what our customers think of our products or campaigns. It just takes a few seconds to set up an alert and then, it’s a matter of checking them as soon as we get in. There are both paid and free products for brand tracking—it really depends on your needs which will be right for you and your brand.

Why Check Your Brand Mentions?

It’s important to check your alerts regularly is because it helps you prioritize your actions for the rest of the day. Remember the deluge of social messages we just referred to? If you know within the first few minutes of entering the office that you have to tackle them, you can plan your day better, shift a few meetings around and dedicate your energy to sorting it out without wasting anyone’s time.

Be sure to also track your competition. You can use this information to develop strategy, create new campaigns to reach new audiences, and above all, know what you’re up against.

2. Optimize Your Calendar

Your calendar is your best friend when it comes to productivity. It tells your coworkers when they can and can’t reach out to you. Checking your calendar as soon as you get to work means that you can again figure out how you’ll use the time you have during the day to make sure you make every minute count. Too many meetings mean that you’re going to lose focus and end up being unproductive for the few hours you do have to get through your list of things.

How To Say No Without Actually Saying it

So how do you handle something like this? If you have to excuse yourself from a meeting, you might end up in a sticky situation—how do you politely tell your coworkers that your workload needs more attention and you can’t make it to a meeting for the annual ski trip without looking like a spoil-sport?

Block time for yourself in your calendar to focus on tasks that cannot wait. Maybe book a two-hour slot a few mornings a week to ensure that no one schedules meetings you have to attend at that time and you can take care of writing that blog post you’ve been meaning to do forever or working on the content for your latest webinar. You don’t always have to put in extra hours to meet your deadlines within the 9-5  window. A little bit of planning can ensure that you stay on top of your game.

And last but not least—try and follow your calendar to the best of your ability.

3. Make KPIs Your Priority

This may seem like it’s obvious but it’s easier to get distracted by side projects than you’d think. In the end, your KPIs are what count. For instance, if you’re responsible for PR in your organization and if your goal is to get coverage in three major publications a month, you should check in on where you are first thing in the morning. If it’s the 15th of the month and you’ve not hit even a single publication, you know how to prioritize the rest of your days.

Or, if you’re in charge of bringing in a certain number of leads every month, it’s important to check your numbers on a daily basis. This will help you plan the rest of your marketing activities for the month and help you hit that number. It’s important to know where you’re at in order to plan what to prioritize more efficiently and which projects you would need to put on the backburner or say no to.

It also goes without saying that being more productive includes blocking out tabs and notifications from sites like Facebook. For instance, do you really need to check your News Feed every hour? It really isn’t that important, unless you’re on your company account.

Now that you’re up to speed about what needs to be done and have a good idea of where you’re at, you can go and grab that cup of coffee without any doubts or without being overwhelmed.

Bonus Tip

Use headphones without listening to music. Studies show that if you’re in an open space office design, you’re more likely to be distracted by what your colleagues are doing. And none of that is your fault really—it’s pretty normal. A pretty good hack for this is to use headphones without any music on, which could, to a certain extent make your coworkers think twice about approaching you for a post-lunch cup of coffee.

What are your productivity hacks? How do you organize your work day to keep ahead? Tell me about your best practices in the comments.

The post Increase Productivity in Your Workday (Without Losing Your Mind) appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.