Episode #003: Brand Credibility, Email Marketing Campaigns, and MS Teams updates


Duration: 11 min, 17 sec.

Summary:

 • “If You’re Using These Marketing Tactics, You’re Hurting Your Brands Credibility” by Lisa Collum

 • Email Marketing Campaigns: Deliverability, Automation, and More

 • Microsoft Teams updated, now for personal use

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Links from this episode:

 • If You’re Using These Marketing Tactics, You’re Hurting Your Brands Credibility

 •  The Outrage Industry by Jeffrey M. Berry and Sarah Sobieraj

 • Email Marketing Campaigns: Deliverability, Automation and More

 • ActiveCampaign

 • Microsoft Teams for personal use launches for free – time to drop Zoom

Rough Transcript:

Thanks for hitting ‘listen’ on your phone or computer.

This is what I’ve got in the queue for today’s show:

 • Maintaining credibility for your brand. Lisa Collum has an article in Entrepreneur titled, “If You’re Using These Marketing Tactics, You’re Hurting Your Brands Credibility.” So I’ll take a look at that.

 • Email Marketing Campaigns: Deliverability, Automation, and More

Microsoft Teams has been updated for personal use

And I’ve got some listeners. 

All this and a little more. The date is Sunday, June 6, 2021. The time is 2100 hrs, and you’re listening to Episode #3 of Communicate For Effect.

Segment 1

First up is that this is only episode #3, and I’m not really being proactive in promoting this show yet as I’m just getting started, but I logged onto my Anchor.fm site last week and I was surprised because there are a few listeners here in the U.S. and overseas. So, for those listening on Anchor, iTunes, and Overcast – I don’t even know what that is – much appreciated and I hope you subscribe and keep listening.

So, the first topic of the day.

Lisa Collums’s article in Entrepreneur struck a chord with me because I’ve had a few conversations with others about this topic. And I’ll put a link to the article in the show notes.

The topic of credibility is also one of the reasons why I made sure that the Mission Statement on my website included “promoting and protecting an organization’s brand and reputation.”

Anyway, Lisa opens the article talking about all the online gurus that use quote “emotional-trigger-based marketing tactics to convince business leaders to buy their courses or services.”

The three marketing tactics she highlights that hurt your credibility are:

Displaying Revenue Screenshots. This is showing off your PayPal,  Stripe, or other bank account sales numbers. She says, “it’s a toxic marketing strategy — it may generate sales in the short term, but it repels high-end clients and more potential customers in the long term.”

Sharing client wins with no attribution. Entrepreneurs posting unnamed clients that got some positive result but never naming the clients.

She says this may be because some clients prefer to remain private and not share their information — which is understandable.

I will add that it can also be because there is no client and they are making the results up to give a perception of success.

Either way, it increases skepticism and can create a credibility issue with your brand.

The fix for this is of course to try and get permission from a client to use testimonials for promotion purposes.

Using marketing results from years ago. This is highlighting the success of the past, but not highlighting anything that is relatively recent. The variables in the digital marketing world are constantly changing, so being able to highlight recent success shows that you are current.

And that’s it, it was a short article.

On this topic, I will add that the first thing that came to my mind was Twitter tactics.

The outrage industry is huge, and there are personalities in the Twittersphere that generate followers and engagement purely by being controversial and making people angry. More views, more engagement, and it helps drive revenue on the platform.

The whole purpose is to generate engagement, followers, and to be shared and known by as many people as possible.

It goes along with that old saying, “there’s no such thing as bad publicity.”

There is of course such a thing as bad publicity, especially if you want to maintain trust and confidence in your organization.

As a vignette, when I was active duty Army, I got into a conversation with a leader in my organization about one of the MilTwitter superstars that are out there, tweeting up a storm and driving engagement.

This organizational leader was thinking of trying to get this person to come work for me in my Public Affairs shop, but I had reservations. The reason I had reservations was because this MilTwitter superstar was anonymous, would say and do things on Twitter that worked for the individual, but you couldn’t really do what this person did from an organizational account. The tactics used to drive engagement for an anonymous, Army-related personal account are not the same for a professional, organizational account. You risk hurting your credibility and reputation for the sake of getting increased engagement on one social media platform.

Anyway, there is a book called “The Outrage Industry” which I recommend that discusses more on this topic and I’ll put a link in the show notes.

Segment 2

The second topic is Email Marketing Campaigns: Deliverability, Automation, and More.

The post was published on my site on May 1st and has 9 tips on developing your email marketing strategy.

The first tip is to Create a Lead Magnet. Make sure you have a way on your website for viewers to sign up. A Call-to-Action. A subscribe button. Something that grabs the reader’s attention. Make sure the form is short and sweet. I use ConvertKit right now for my CTA pop-ups. I like the way they look, and they can be quickly filled out.

The second tip is to Segment Your Contacts. Once you start getting subscribers, you should segment them into groups so you can personalize your communication with them. When they first sign up, you probably just have a first name and an email, but by crafting more email engagement you may start to get additional information such as their demographics, buying behaviors, goals, pain points, etc.

The third tip is to Have an Objective. Is it to increase traffic to a specific page, boost online ad sales, generate more awareness and recognition, etc. By having an objective in mind, it will help with the segmentation mentioned earlier and help you target your communication to these people so that they are receiving information that is relevant to them and you are communicating for effect.

Next is to Design Your Emails. Don’t make your emails boring. Make sure they’re branded consistently. That said, you will need to test your emails to make sure they’re not going into SPAM folders because of all the images. Try to strike a balance between visually appealing and ensuring you’re hitting that inbox every time you send something out.

Tip number five is Use Your Tools like marketing automation. Check out ActiveCampaign as a recourse. I started using ConvertKit initially which is very easy to use, it looks good, but I have also been working with ActiveCampaign which has a much more robust set of tools for you to use when it comes to marketing automation.

Number six is to make sure it’s Mobile-Friendly. Pretty self-explanatory. According to the magazine Inc, 50% of consumers are accessing emails from their phones so don’t miss out on half your audience because you’re working on, and focused on, a desktop computer.

Number seven, Strengthen Your Subject Lines. Your subject line will determine whether or not your email is opened or deleted. Be direct, be informative, maybe tease the topic out a little bit so that readers are intrigued, and try A/B testing to help see what works and what doesn’t.

Avoid Errors. Everyone makes mistakes, but the goal is to make sure you don’t make the big mistake. Get a second set of eyes-on, review, and then review again. Walk away from the project and then come back later in the day with fresh eyes.

And finally, Timing. Make sure you are sending it at a good day and a good time. What is the best day/time? You’ll have to experiment a bit to find out. I’ve got a link in the post to an article that says Thursdays are best, but the trouble with a lot of these data points is that they are generic, and not specific to your organization. Maybe start with the generic information on the best day/time, and then play around a bit and see if you’re getting better or worse as you modify the different variables.

Segment 3

Segment three is a quick word on Microsoft Teams. I think I did Microsoft Teams last week too. Anyway, Teams is opening up for personal use. They’re being aggressive and going after the Zooms of the world.

I love Teams and use it for my own work, and they just keep adding new features to it and keep making it better.

Anyway, if you haven’t used it yet, give it a try.

Teams was originally designed to be an internal, collaboration tool, but they have continued to expand it and now you can use it for personal use like talking to Mom and Dad.

I’m working on a post for a later date detailing how I’m using Teams as my platform for both internal planning and synchronization, as well as using it for external marketing as an alternative to HubSpot. So, more to follow.

Wrap Up

And that’s it for number three. 

I’m continuing to experiment a bit with this but as of right now, I’m thinking about doing this weekly, and probably dropping each show on Monday morning. Subject to change down the road, but that’s where my thoughts are on this right now.

Be sure to subscribe to Communicate For Effect on iTunes, Spotify, Anchor, or wherever you listen to your podcasts. 

Subscribe to the #Last24 daily news summary with topics on digital marketing, communication, and technology.

You’ll find all this and more on 46alpha.com. Thanks for listening.

Mike Nicholson

I've spent my career working in a variety of Strategic Communications, Public Relations, Public Affairs, Information Operations, and Executive Outreach positions. With a history of planning, preparing, executing, and assessing communication strategies in the U.S. and abroad, I use this site to write, think and share lessons learned on organizational communications.

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