Listen
How ExamSoft Works With Customers to Create Relevant Content
Customers, man. What are they good for? Well, aside from likely being the reason your company is a company, what else are they good for?
Turns out they can be really good at content creation too. Yup, you might have never considered that, but it’s true. Some of your best clients can take some content creation off your plate.
It’s honestly easier said than done, but it’s still definitely possible with a client-ambassador program. 2018 is coming up, and it might be time to look into creating a client-ambassador program for your company.
ExamSoft is one company with an amazing client-ambassador program. Over half of all of their content is created by clients. Hear how they do it from their Director of Marketing, Stephanie Totty, in today’s Listen…
- (6:15) A big part of ExamSoft’s content strategy actually uses their clients. They rely on clients to create and distribute content.
- (8:40) Stephanie lets their client-ambassadors be as active or inactive as they like, but she does compensate (aka: give them cold hard cash) them for any work they do.
- (9:31) 100% of their webinars are created by clients, and about 50% of their blog posts come from clients.
- (13:03) 30-60 minute webinars work well for ExamSoft, but Vidyard has success with 9-10 minute webinars. It’s all about catering to audience expectations.
- (15:43) Their client-ambassadors even speak at conferences on ExamSoft’s behalf. As we all know, word-of-mouth is some of the best marketing so incentivizing your best clients to speak on your behalf should be a no-brainer.
- (17:20) The number one reason why ExamSoft’s client-ambassador program is so successful is that they compensate their clients. No one should work for free.
- (21:40) To gate or un-gate your content? ExamSoft gates some content based on the performance of the content.
- (25:17) Write this down, print it out, yell it from the rooftops: Content is not just a lead-gen mechanism. Great content should be used in every step of the buyer’s journey.
Read
8 Overlooked Social Media Tactics That Can Increase Conversion Rates
It’s easy to get comfortable when a strategy you’ve been implementing for a while is working for you. Repeating tactics for the same level of impact. But, “if you never stop to question your routine, you’ll keep going down the same path. You’ll be stagnant.” Or worse—predictable.
We don’t know about you, but “stagnant” and “predictable” don’t cut it for us. Seriously, our CMO (and creator of this here newsletter) is constantly looking to new strategies and more ways to tap into social media. Hi Nick, we <3 love you!
So if stale strategy sounds wack to you too, today’s Read from Kissmetrics is a solid source that can help your brand or business sail forward, not just float. Say farewell to tepid waters.
Here are a few tactics to kick things off:
- Use Thoughtful, Conversion-Oriented Social Sharing Buttons — a good social sharing button obviously increases engagement and drives virality. But makes a good social sharing button? Clarity, non-interference with the content, and strategic placement (which is to say, place your buttons just at the moment someone feels compelled to share your quality content).
- Participate in Social Forum Sites and Add Value — Reddit, Quora, and Inbound are full of active communities. Valuable participation can help get more attention on your brand. Here’s an example of a Quora answer that shot to the top because of the time and insight shared.
- Play Nice with Others — No one wants to follow a robot online. Be the social media account you wish to see in the world. Tag those you’ve quoted and mentioned when you share on social. Curate content. Give, give, give (Infographics, insights, stats, stories, etc.)
- Use Social Media as a Primary Support Channel — fun fact: in the last two years, customer service interactions on Twitter have increased 250%. Make it personalized and personable. Give a friendly answer quickly and efficiently, like how Casper tweeted here.
All right, you’re halfway there! →
Watch
10 of the Most Watched YouTube Ads of 2017
You know you’ve made a good ad if people actually go to YouTube to check it out. And the ads in today’s Watch have views well into the millions. #1 tops the list with a whopping 150M views, about 40M views ahead of #2.
Needless to say, these spots are as captivating as they come—from the comical to the poignant to the… sexy? Yes, even Mr. Clean’s sultry dance moves entranced millions. He’s not the only star who made the list. Melissa McCarthy, Natalie Portman, and Dwayne “The Rock” Johnson are here too.
Okay, without further ado…
“Our job is to wake up the consumers. If we become predictable, that’s not waking them up.”
Phil Knight
