Month: February 2018

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Combine Direct Mail & Data To Convert More Sales With Danni Eickenhorst At #MDMC18

Danni Eickenhorst is a CMO at ReachDynamics – a St. Louis ad tech startup, where she utilizes advanced remarketing technologies to convert leads and sales. Danni is also a former UMSL Digital Adjunct Professor, and she still teaches marketing methods to achieve business goals for both – businesses and non-profits.

In her session at MDMC18 called “Data + Direct Mail: The Renaissance of a Traditional Marketing Tool”, Danni will talk about the tools and methods to combine direct mail and data in order to convert more sales and generate leads.
In the Q&A session below, Danni shares her insights on digital marketing.
Q1. What are some big mistakes a business could make when it comes to digital marketing?
D.E.: The biggest marketing mistake I so often see businesses make is putting a lower priority on retention marketing and reputation/referral marketing. In my mind, this should be a top priority in every marketing strategy because it’s easier to sell repeat services and products to someone with whom you already have a strong relationship. One important aspect many marketers don’t pursue is to seek out reviews from those happy customers as well. Some businesses choose to ignore this side of their strategy because of a misguided sense that they need to be humble and asking for a pat on the back seems too self-serving, but in my mind, there is nothing more valuable than these reviews and referrals. They are certainly self-serving, but the benefits far outweigh a momentary moment of discomfort in making that ask.
Q2. Share your favorite digital marketing case study. What did you like most it?
D.E.: In my work with ReachDynamics, I had the pleasure of recently writing one that demonstrates the power of utilizing cutting-edge technologies like email remarketing and direct mail remarketing to convert sales and leads. In this particular case study, one brand realized a 200% increase in lead conversions – and the best part is that their approach is easily replicable by other brands.
Q3. Which are your three favorite digital marketing tools?
D.E.: As someone who does a lot of coaching with small businesses, start-ups, and non-profits, I tend to gravitate toward marketing tools that make marketing possible for everyone. With that in mind, three of my favorites are:

• Canva – A beautiful, versatile, FREE graphic design tool that just about anyone can use. 

• SEMRush – An extremely powerful SEO keyword monitoring and research tool, SEMRush keeps adding capabilities that make it more valuable in my day-to-day work. Just when I thought they couldn’t be more amazing, they added content research tools and gap analysis tools that help you realize what content you’re missing when compared with your competitors. I’ve used SEMRush daily for about 3 years, and I don’t see that changing anytime soon.

  • ReachDynamics – I’ve been working with the team behind this tool for a little over a year, and I’ve implemented them for some of my clients as well. This tool allows companies to identify the website visitors who have left their site without converting, then to follow up with them via email and direct mail – even when they haven’t provided contact information.

  • BONUS – Almighty.Press – This is a newer tool in my arsenal. It allows markets to identify, curate and distribute trending content, before it’s trending. This allows me to cut through the clutter and identify quality content that will perform well.

Q4. If you were looking to hire a digital marketer, what are the top 3-5 skills you would be looking for in a candidate?
D.E.:

  1. PROBLEM SOLVER: I’m famous for telling people to “Google it!” when we’re identifying problems and looking for solutions, but seriously, having someone on your team who can identify a problem and at least do some cursory research to present some solutions to you? That’s a MAJOR asset in my mind.
  2. WIDE BREADTH OF CAPABILITIES: This one always gets me in trouble when hiring – but because marketing is such a varied and flexible practice, an employee that can create quality content, a graphic to go with it, add it to the website on their own, promote it, optimize it, and then track their own analytics is an INVALUABLE ROCK STAR to me. 
  3. LIFETIME LEARNER: I seek out employees that are always learning the newest and latest on their own – from active attendance at conferences, to daily listening to marketing podcasts and reading blogs. A person that keeps their ear to the ground for what’s next will prove a constant value.
  4. EYE ON THE PRIZE: When hiring digital marketers, my primary concern is that they approach marketing with business goals in mind. Let’s not make noise for the sake of making noise. Let’s strategically craft a message and a campaign that provides our clients and companies with a return on their investment.

Q5. Who are three people you respect when it comes to digital marketing?
D.E.:

  • Chris Reimer (@ChrisReimer) – Not only is he an all-around GOOD guy, but he’s also someone you can look to as a consistent presence on social media. While the rest of us go through periods of burnout, this guy keeps tweeting and snapchatting and Instagramming – and he does it well. 

    • Caitie Metz (@Caitie_Metz) and Victoria Emanuela (@victoria.emanuela) – Caitie is an artist, an activist and an all-around inspirational human being. Victoria is a counselor and meditation teacher. Together, they’ve found ways to utilize Instagram to start some really important stories, and to push forward a message of embodied empowerment, body positivity and emotional healing. They do this through a shared account and project @OnBeinginYourBody. While note solely digital marketing, they provide me with marketing inspiration. They’ve done an incredible job of building a following and a successful project – all through some brilliant uses of Instagram.

    • Mike Spakowski (@MSpako) and the entire team at Atomicdust would have to be on this list. I’ve had a professional crush on their work much of my marketing career. As a professional marketer, I keep an eye on what agencies I respect are doing. Mike and Atomicdust have been on my radar for years, and as I’ve watched their insights and their work, it’s been clear to me that they are solidly bringing their A-Game to every project and a mind for strategy as well. When they write a blog, I read it, and I’m always looking forward to what they do next.

Q6. What’s the industry buzzword that annoys you the most these days and why?
D.E.:  Activation! Because I didn’t come up in the agency world, there are plenty of acronyms and buzzwords that seem superfluous and unnecessary in my mind. I always prefer to speak plainly and to work plainly – focusing on the work at hand and the business goals. 

At the end of the day, the “targets” you’re looking to “activate” are PEOPLE and I want to always be mindful of that. Every PERSON has many reasons why they’ll buy a product or engage with a product and many reasons why they may not.
 

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Connect With Your Audience Through Storytelling With Carl Reed at #MDMC18

Carl Reed is the Co-Founder and Chief Creative Officer of Lion Forge Comics – a leading comic publisher, which produces products for all ages. During his more than 15-year old career as a seasoned creative he has worked with for such companies as Disney, Fox, DreamWorks, NBC Universal, Nickelodeon, MTV, Cartoon Network and many others.

At his session at MDMC18, “Visual Storytelling: Creating A True Connection With Your Content”, Carl is going to share his insights on how to create highly entertaining content to connect with an audience, which will help to establish more personal, engaging and emotional bonds with customers.
To learn more about Carl, we sat down together for a short pre-conference Q&A session. Here are some of his answers.
Q1. What are some big mistakes a business could make when it comes to digital marketing?
C.R. Discounting the role of engaging content in their overall marketing plans.  With digital marketing, it is very easy to lose a personal connection to your audience and become another banner ad targeted to chase people all over the web.  Form a deep connection and potential clients will seek you out.
Q2. What do you think is the next game changer in digital marketing, such as a new, modern tactic, tool, or aspect of marketing? How will it evolve in the coming years?
C.R. Animation, Comics, and Gaming.  I believe in this so much that I have dedicated all of my activities toward it.  No other media has the VERBATIM retention that a comic book has, the engagement factor of an animated video, or the enthralling interactivity of a narrative-driven game.  

Over the span of the next 5 years or so, you will see the leaders of the digital landscape become identified by their content created not to sell their product, but to build and maintain their tribe.  Once they have carved out their audience of loyal followers, one facet of the lifestyle is the product or service.
Q3. What is your favorite marketing book you have read lately? Or, what are a few of your favorite marketing blogs?
C.R. UnBranding: 100 Branding Lessons for the Age of Disruption.  The shift will be drastic toward content fully powered by corporate dollars, but the winners and losers of the new economy that emerges will be apparent.
Q4. What are some social media time management tips that help you stick to your campaign goals without losing a lot of time?
C.R. I have a tendency to dive “down the rabbit hole” of communities across the internet that I would never have had access to or even the knowledge that they exist.  There are truly a ton of opportunities for companies to become a part of these communities in a meaningful way and convert that directly into revenue.
Q5. Share your favorite digital marketing case study. What did you like most it?
C.R. At the end of 2016 we created a holiday animated video for the St. Louis Magic House to inform their audience of their status as a non-profit, as well as increase their individual donors.  The results were better than expected (Xmas 2016 individual donors increased more than 100%).   

A second version was then created using the same animated elements to make something more evergreen, which the Magic House has used all year long.
Q6. According to you, what are the top three mistakes committed by organizations today in leveraging digital marketing?
C.R.

  1. Misallocation of resources – Traditional marking makes up the brunt of most marketer’s toolkit, but how would the results change if the amounts allocated toward web, ad spends, or content were shifted?  This needs to change constantly.
  2. Master of None — Companies often have too broad of an audience focus for a campaign.  Narrowing the audience allows one to form a deeper, more honed connection to a persona, potentially gaining true “fans” in addition to customers.
  3. Ads vs Content — Bob Ross did every episode of “The Joy of Painting” for free.  He didn’t take one paycheck.  He did, however, mention his product line every once in a while.  Budding painters everywhere looked for products from a person they trusted; one that didn’t even try to force a sale.  This is the power of content.  You give value at every step of the buyer’s journey — even before the prospect knows that they are a buyer.  That is the power of content.  

Q7. Which are your three favorite digital marketing tools?
C.R.
Animated Videos
Games
Comic Books
Q8. If you were looking to hire a digital marketer, what are the top 3-5 skills you would be looking for in a candidate?
C.R. Coachability, Fandom (intense like for a genre of content), analytical nature
Q9. What’s the industry buzzword that annoys you the most these days and why?
C.R. Storytelling — My entire company is focused on storytelling, so this does not seem obvious.  Now, folks consider the color of the buttons on their homepage part of a story, which makes light of the true, emotion-wrenching, edge-of-your-seat stories that we craft daily.  We like nice images and buttons, but a button will not make you cry on demand.  

Storytelling is more than just beginning, middle, and end as well. A well-crafted story lives beyond its medium and can, literally, reshape the world into one that the author envisions.

 

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Learn How To Become An Influencer With Tom Harness At #MDMC18

Tom Harness is the owner and President of Harness Digital Marketing. He is also the U.S. Army Veteran, an entrepreneur, and a community and civic volunteer. Having more than 20 years of experience in Education, IT, Digital Marketing, Leadership, Non-Profits and Business, helped him to define his unique branding style, which he has used to raise over $20,000 for various non-profits and bring awareness to lesser known charities.
His digital marketing team at Harness Digital Marketing has worked with 50+ businesses, helping them increase their website traffic by 1000% through Social Media, SEO, and Email Marketing. This is what Tom says about his business objectives: “I strive for the three C’s in digital marketing for our clients: Customer Service, Content, and Consistency. Without these 3 things working together, the results we want for our clients can’t happen.”

In his session at MDMC18 called “Stepping Outside Your Comfort Zone To Brand and Be an Influencer”, Tom will discuss 3 steps on the way to being the must know person. Attendees of the session will learn 3 key elements to building their own personal brand, how to become an influencer, and stepping outside their comfort zones.
Tom is also going to be a panelist at the “Personal Branding Panel”, together Jade Harrel, Avery Pijut, and Stephanie Liu.
We sat with Tom for a short Q&A session before the conference:
 

Q1. What are some big mistakes a business could make when it comes to digital marketing?
T.H.: Businesses don’t always know the right questions to ask when diving into the realm of digital marketing. With new platforms and technologies being developed daily, not all businesses know which one is right for them or RIGHT for them at this TIME.

It’s completely understandable to NOT want to look at a marketing strategy that you aren’t comfortable or knowledgeable in, but it can do more harm than good if you don’t keep your options open.

Remember that digital marketing is a component in your overall marketing strategy.
Q2. What do you think is the next game changer in digital marketing, such as a new, modern tactic, tool, or aspect of marketing? How will it evolve in the coming years?
T.H.: In 2018 and the upcoming years, Social Media is going to be…well, more SOCIAL. Influencer based marketing is going to increase and businesses will also invest more in geo-targeted/location-based campaigns.
The on-line consumer has been slowing giving up more and more information about themselves and in 2018 and beyond, we will see more targeted advertising based on the massive amounts of data they have collected.
Q3. What is your favorite marketing book you have read lately? Or, what are a few of your favorite marketing blogs?
T.H.:  I’m a podcast listener and my two favorite ones are:
1) The Gary Vee Audio Experience
2) The Blog Millionaire 

I have read Gary Vee’s book #GaryVee and Jab, Jab, Jab, Right Hook. I’m a fan of his in your face style of writing and delivery of executing what you say you are going to.

If you are wanting a mixture of entertainment and knowledge, you can’t go wrong with Gary Vee.
Q4. What are some social media time management tips that help you stick to your campaign goals without losing a lot of time?
T.H.: I’m going to be completely honest. Time is irrelevant, there is simply getting it done and getting it done right. Don’t get me wrong, you don’t want to over commit time to developing and executing a campaign, but in the world of social media, it’s 24/7.

Some parameters I have my team try and stick to during business hours is that we don’t want the consumer conditioning us or our clients. It is completely OK to respond and interact (in most cases) with your following within a 12 to 24-hour time frame. If you begin to spend every waking moment on a social media platform replying and engaging, they will begin to expect it and then it will create a situation where your time is no longer yours, it is 100% theirs.
Q5. Share your favorite digital marketing case study. What did you like most it?
T.H.: There are a lot of great Case Studies that deal with Social Media. The ones I tend to levitate more to are the ones that have a balance of quantitative and qualitative results. Data is relevant in the world of social media if we don’t see the other side to it. 

How do brands REALLY make a customer FEEL? 
What would it REALLY take for an upset customer follow your brand back?

I don’t have a specific one that stands out, but I read one study that showed that the value of FOLLOWERS, LIKES, RETWEETS, etc… mean nothing if you are not genuine and authentic with your interactions and engagement.
Q6. According to you, what are the top three mistakes committed by organizations today in leveraging digital marketing?
T.H.: I have seen many organizations and businesses either put too much into the data they have collected or not look at it at all. You have to be able to look at the big picture of what you are spending vs what you are getting out of it. Sometimes those two goals are completely opposite of each other.

Digital Marketing is a tool. In some cases, some businesses and organizations can solely depend on it to grow and brand a business. Other times, you need to be realistic in what your goal is and how you are going to get there. Batman had a utility belt filled with many items for a reason. iSmile

The most overlooked mistake made is simply NOT budgeting any money for digital marketing. The sooner they understand that social media is not a fad and going away, the quicker they can get their brand out there for the world to see.
Q7. Which are your three favorite digital marketing tools?
T.H.: We have partnered with Nuvi for posting and scheduling our clients content and creating reports that are relevant and easy to understand for our clients. 

Another great resource that we use at Harness Digital Marketing is a content management system called Asana. Once I implemented it into our business 3 years ago, efficiency and communication increased over 100%. It allowed me to adjust my leadership style to more of a hands-off approach to my team. I know what they are doing and when they are doing it without bugging them with emails or discussions. We can save team meetings for more important discussions and brainstorming sessions.

I love apps and the ones I lean to quite often are the photo editing ones. When posting content and being able to stand out, we use Canva for the phone and on a website. They are constantly upgrading options and features to help people create amazingly professional and eye-catching images.
Q8. If you were looking to hire a digital marketer, what are the top 3-5 skills you would be looking for in a candidate?
T.H.: I want someone that will fit into the company culture at Harness Digital Marketing that can showcase the 3 C’s:

1. Content
2. Customer Service
3. Consistency

Along with being able to show and grow in those 3 areas, I want someone on our team that is civic minded and has a passion for helping others.
Q9. Who are three people you respect when it comes to digital marketing?
T.H.: If I was put on the spot and forced to name someone, it would have to be (in no particular order):

1. Kevin Hunsperger – Watching him grow his blogging business and presence on line has been a joy to see. Not only is Kevin a close friend, he is another person that takes pride in his brand and really cares about his community.

2. Chris Strub – I met Chris last year and he left a lasting impact on me. So much that I’ve kept in contact with him throughout 2017. We are also on a guest panel at this year’s MDMC 2018. He is a Non-Profit Social Media Master and I watch and listen to him closely.

3. Gary Vee – Sometimes you want to be a person that would like to say WHATEVER you want. Gary Vee has created a brand that no matter what people say about him, they still listen. He is one of the most knowledgeable people I follow and maybe MDMC can get him one year. (Fingers Crossed)
Q10. What’s the industry buzzword that annoys you the most these days and why?
T.H.: I’ve thought about this a lot and it’s not so much a buzzword as it is a slogan: 

These Millennials Don’t Know How To Work

Stop me at the conference if you REALLY want to know how I feel about it. 

 

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Join the Social Media for Non-Profits Panel with Brandi Bothe at #MDMC18


Brandi Bothe is Digital Marketing Specialist at Midland University in Fremont, NE. At her job she plans and executes digital marketing strategies and campaigns across web, SEO/SEM, email, paid search, social, and display. She also oversees social media across all channels, manages web presence and targeted landing pages, and assists in content strategy creation, and development.
Brandi is a member of the Barrientos Scholarship Foundation Board of Directors, and a volunteer Marketing Manager for Love Pack. She also teaches social media and email marketing for small businesses and beginners via the Interface called “The Web School”. In these workshops, she speaks about the strategy, shares free online resources for scheduling posts, stock photography, email platforms and more.
Brandi is going to be a panelist at the MDMC18 panel called “Social Media for Non-Profits”, together with Aleshia Patterson, Katie Stuckenschneider, Shuntae Shields Ryan, Mich Hancock, Stephen Schenkenberg, and Chris Strub.
 

In the pre-conference Q&A session Brandi shared some of her thoughts about digital marketing:
Q1. What are some big mistakes a business could make when it comes to digital marketing?
B.B.: The biggest mistake a business can make when it comes to digital marketing is not keeping up with current trends and standards. This is the biggest mistake because this one inaction can create a variety of challenges stemming from outdated sales tactics, subpar visuals, low performing content, and missed storytelling opportunities.
Q2. What do you think is the next game changer in digital marketing, such as a new, modern tactic, tool, or aspect of marketing? How will it evolve in the coming years?
B.B.: In addition to the game changers technology will continue to offer, brand responsibility will continue being a game changer in the digital marketing landscape. In recent years, the focus has been on authentic storytelling with a de-emphasis on hard selling. This has already begun evolving to include a focus on socially responsible marketing, which is essentially practicing business sustainably and ethically.
Q3. What is your favorite marketing book you have read lately? Or, what are a few of your favorite marketing blogs?
B.B.:
Book
Hit Makers: The Science of Popularity in an Age of Distraction by Derek Thompson
Blogs
https://searchengineland.com/
https://neilpatel.com/blog/
https://trackmaven.com/blog
Q4. What are some social media time management tips that help you stick to your campaign goals without losing a lot of time?
B.B.: Plan! Plan! Plan! Planning ahead and scheduling regular content gives you more time to create, curate, and improve future content. If you don’t have a content calendar, that’s the #1 thing you can do to improve your social media time management.
Q5. If you were looking to hire a digital marketer, what are the top 3-5 skills you would be looking for in a candidate?
B.B.: The top three skills I’d look for if hiring a digital marketer would be 1) willingness to learn: the desire and eagerness to stay current, 2) strategy and analytics: the ability to see the big picture while making results-driven decisions, and 3) copywriting: the ability to tell compelling stories.
Q6. What’s the industry buzzword that annoys you the most these days and why?
B.B.: Innovation. Businesses that are truly innovative don’t have to announce it on their packaging or say it in their ads.

Learn more about the 2018 Midwest Digital Marketing Conference! 
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#MDMC18 Tips On How to Get the Most Out of a Conference

It doesn’t matter who you are right now: a student pursuing a business degree, a recent graduate making first steps in the professional world, an entrepreneur owning a business, or a high-level executive having a solid working experience – everyone will benefit from attending a conference. Conferences offer plenty of opportunities for both – professional and personal development, so get the most out of your experience as a conference attendee.
 
Do your homework
There is always plenty of things happening at a professional conference, so it is easy to get lost. Especially if this is your first time attending such an event. The key to success is being prepared and knowing your goals.
Before going to a conference, check the conference website. Know beforehand which sessions are offered and at what time. Read about the speakers and learn about their background. Check the ticket options and what they include. Is there anything else offered to attendees? Is there an exhibitor hall to take a look at? Are there any fun activities planned? What are the food options? So, be prepared.
 
Be strategic
Big conferences have many sessions running at the same time. Thus, MDMC18 offers about 100 concurrent sessions across such tracks as Data, Digital Strategy, Career, Entrepreneurship, Technology and Innovation. Check the schedule beforehand, mark the sessions that are most relevant for your career and make sure you attend them. You are going to the conference to learn something new, so know exactly what you are there for and be strategic about it.
 
Expand your network
The power of networking in the contemporary world cannot be overestimated. Not only can you meet your peers from other companies, who face the same challenges as you do in your daily work, but you can get some valuable advice from the industry experts. Building your social capital is important, both for your present and future, so set you goal to get as much as possible from your time spent at a conference.
 
Make specific plans
Yes, there will be a lot of speakers from all the big agencies and media talking about cutting-edge technologies and new apps, sharing insights about new industry trends, giving advice on how to deal with certain issues, and providing specific examples on how to achieve your business goals. There will be even more people attending the conference. It is going to be a few busy days, but make sure you get to know people you need. Approach speakers after the sessions to introduce yourself. Exchange business cards and invite for a coffee or lunch. See who else is attending the conference and get to know other attendees. Be proactive in many ways, and the time and money you spent on the conference will soon pay off.
 
Take notes
Do not rely on your memory. With so many things happening during a few days (attending sessions, meeting speakers, talking to other attendees, visiting the expo), it is too easy to forget everything that you have learned there. Always carry a note book, a pen, an organizer, a tablet or a phone (whichever you prefer) to write down your comments, key takeaways and contact details. You will thank yourself for doing that a few days after the conference.
In a nutshell, it is all in your hands. Attending a conference might be a bit overwhelming, but it is totally worth it. Just follow the tips and make sure you make the most out of your time at the conference.

We are looking forward to seeing you at the Midwest Digital Marketing Conference, which is going to take place at St. Louis’ Union Station on March 27-28, 2018. Learn more about the conference.

*Photo VIA UMSL Daily