Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.
Please visit Marketing Land for the full article.
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As a people-based analytics platform, Kissmetrics tracks users through every step of the growth cycle – from first visit to signup to every step thereafter.
Today, we’re taking the next step in analytics by releasing Populations, a new feature that makes it easier for growth marketers and product teams to track and understand key groups of people across their growth cycle.
With Populations, you’ll quickly see how these critical groups are performing, and in just a few clicks easily segment your Populations for greater insights.
With this new feature, you can stay on top of your growth cycle:
Here’s how it works.
Let’s say you’re the Director of Growth Marketing for a SaaS company. You need to keep a constant eye on all areas of your growth cycle, that is:
Tracking this is actually quite difficult with most analytics tools because you have to go to a series of reports to see what’s going on across the growth cycle. That’s where Populations comes in. In just a few clicks, you’ll be able to see how all Populations are trending, who is in each Population, and you’ll even be able to segment to see the breakdown of the Population by property. Let’s see these features in action.
Here’s a simple example of three Populations common to SaaS growth cycles and how each are performing:
This overview gives us some good information about the early stages of customer acquisition and adoption – we see how many people were in each Population, and how it’s performing against 90 days ago. This provides a quick glimpse into where we stand in our growth cycle.
To dig into more detail, let’s see how our signup Population has performed over time. To do that, we’ll go back to the Overview page and click on a Population. Let’s see how signups have performed over the last 90 days.
The Population page has a few features:
So for this Population, we see that in early January there’s a spike in signups, doubling in just a couple weeks. If there was anything that changed with our marketing during this time, we’ll know that it was the driver of this bump in signups. Often times a conversion bump may be responsible for this sustained increase. It’s also striking that we’ve doubled conversions from where we were 90 days ago. This means that whatever changes have happened in marketing activities have worked in increasing signups.
To see some of the data that makes up the Population, we’ll click on the Segmentation tab.
Let’s see which country is contributing most to signups.
This shows us that the bulk of our signups are coming from the United States. We’ll get a more complete view in this list:
The “9 property values” tells us that all of our signups are coming from nine countries. But over 90% of signups originate from the United States.
Keep in mind that we can break this down by any property we have. We are not limited to just country. You’ll find it best to mix and match properties between your various Populations.
You’ll also be able to apply a Population to any report. This makes a Population act as a “filter” for any of your reports.
For example, if you want to see how a Population moves through a funnel, you’ll just create that funnel and apply a Population to the report.
When you save a report with a Population, you can access it from the Overview page:
Click on one of those reports, and you’ll get the report that only has the people in that Population:
And we’ll have a funnel only for the people in our Signups – Last 30 Days Population. This helps us narrow down a specific Population to see how it is performing. We can use any report for a Population; we aren’t limited to just the Funnel Report.
Many of our early beta testers used Populations to track key parts of their business. SaaS companies find it useful to create these Populations:
E-commerce companies will benefit by using these Populations:
The list doesn’t stop there. We know that each business is unique and has their own KPIs. Track those important benchmarks and anything else that is important to your product and marketing with a Population.
Want to see Populations in action? Click Play below:
If you’re already a Kissmetrics user, you can login and Populations will be ready to use.
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On Monday, our good and wise friend Andy Crestodina showed the difference between optimizing for search engines and optimizing for social shares. He also gives us a nice piece of advice about how you can get really crafty and do both.
Proofreading might not seem exciting, until the day you publish a post with the headline Making that Shit into the Next Phase of Your Career. Don’t let that happen; read Stefanie’s Tuesday post.
On Wednesday, Brian Clark reminded us that search and social get all the attention, but it’s email that pays the bills. He explains why email is the most important content distribution platform you have … and reveals that my favorite analogy for how to treat your audience has always given him the jitters. (Do you agree with him? Let us know in the blog comments! …)
And earlier today, I posted our Content Excellence Challenge prompts for April. These are fun, creative exercises we do together as a community. Both of the prompts are practices that will make your content better, and get you making more of it.
On The Digital Entrepreneur, Bryan Eisenberg shared his insights with Sean and Jessica on how to leverage Amazon self-publishing to find new audiences and customers. If you haven’t encountered Bryan yet, he’s a bit of a marketing and persuasion guru/ninja/Jedi/grand master … but the kind who actually knows what he’s talking about. He understands Amazon on a deep level, and the conversation is filled with useful suggestions.
On Copyblogger FM, I talked about some “mindset hacks” that really will help you Do All the Things … and the popular self-help advice that could do your success more harm than good. On Unemployable, Brian and Robert shared their thoughts about building that wonderful thing: recurring revenue. And on The Showrunner, Jerod chatted with David Bain about transitioning from podcasting to hosting live digital events.
That’s it for this week … enjoy the goodies, and have a lovely weekend!
— Sonia Simone
Chief Content Officer, Rainmaker Digital
by Andy Crestodina
by Stefanie Flaxman
by Brian Clark
by Sonia Simone
by Sean Jackson & Jessica Frick
by Caroline Early
by Sonia Simone
by Brian Clark
by Kelton Reid
by Jerod Morris & Jon Nastor
The post Try These Useful Suggestions to Build Your Audience appeared first on Copyblogger.
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It’s April! Don’t ask me where March went, because I have no idea. But it’s time once again for a pair of Content Excellence Challenge prompts.
Each month this year, we’ll give you two prompts — one intended to make you a better writer and one intended to make you a more productive one.
This month’s prompts both share a creative dimension and an ultra pragmatic one. Because creativity and pragmatism are like air and water — you need both of them to make it.
Ready or not, here we go:
Remember last month’s creative challenge to find keywords?
(If you did that one, drop a note in the comments and gloat over the lesser mortals who didn’t quite get around to it. You know you want to.)
This month we’re approaching the same critter, but with a different net.
Starting today, every day until the next Content Challenge post, go to a social media site and copy some phrases written by your target audience.
Let’s face it; you’re already hanging out there anyway. And while we all definitely want to know what you think about Bulletproof Coffee, you might as well use that time to do some listening, too.
Write down, word for word, what people are saying about your topic. You might find a phrase, a sentence, or a full paragraph … you never know what’s going to show up on a given day.
You’re looking for:
Important: Make sure you label these as someone else’s words when you copy them down. You can use something crazy like quotation marks and the name of the person who originally wrote it. Date each entry, with a note about where you found it.
You don’t want to come back to this in six months, think you wrote these phrases, and accidentally plagiarize someone else’s wording.
What you’re mining for are scraps. Word choices. Conceptual frameworks. Mindsets. Approaches.
These words and phrases are idea seeds for your content — seeds you can grow into blog posts, podcast scripts, and maybe even entire products and services.
Now let’s talk about a productivity tool to help you find those again when you need them.
You may have noticed that there’s been something of a resurgence in journaling lately. If you’re ever on Instagram, Pinterest, or YouTube, you may have seen people who keep “bullet journals” — Ryder Carroll’s name for an originally simple set of ways to keep lists and notes.
Some people’s bullet journals are Instagram masterpieces, with color-coded tracking systems, calligraphy flourishes for every day, and “spreads” showing impeccably illustrated weekly grocery lists.
I’m going to propose something a little less curated than that.
This month, if you don’t have one yet, start a creative journal. I suggest that great creative journals tend to have three qualities: They are Messy, Private, and Inclusive.
In my experience, creative people need journals. They’re the greenhouses where we grow ideas. And the laboratories where we practice fiendish experiments.
Journals should be messy. An impeccable, Instagram-ready journal is something different. It’s a creative output … a finished piece of art. But you need a journal for creative process and input.
Creative journals should have false starts, rabbit holes, ugly drawings, stupid sentences, bad ideas, and other embarrassments.
Journals should be private. Because a good creative journal is embarrassing, it’s a great idea to keep it private.
There might be something cool in there that you do want to share. There often is. Go ahead and share it … selectively.
But a creative journal is mostly about private exploration, not public showing off.
Journals should be inclusive. Most of my life I’ve balanced piles of notebooks — maybe one for sketching, one for work, one for to-do lists, one for creative ideas, one for quotes.
I’m coming around to the benefit of dumping the whole mess into one bucket.
My (very ugly) bullet journal has to-do lists, project notes, content plans for the blog and the podcast, thoughts about habits, thoughts about my business, quotes, doodles, sketches, workout notes, the recurring script for my podcast intro, product ideas, call notes, grand ideas for the future, and all manner of lists.
No one wants to see a YouTube video of my bullet journal.
If you keep a journal like this digitally, and you haven’t tried paper for a while … allow me to suggest that you try it out. There’s something deeply creatively satisfying about an actual object stuffed with ideas — a collection of digital notes just doesn’t spark the same excitement.
A creative journal is a place to capture the sparks that float past. It’s a space to experiment, plan, or just goof around. It’s a home for random thoughts and interesting brainworms. It’s where you store dreams that scare you a little.
Flip through your journal sometimes. (You’ll find yourself doing that automatically when you need a content idea or think of a use for that reference note.)
Those social media phrases you’re finding from our first prompt? Copying them into a blank book would be a great way to kick off a new journal.
A final word on keeping a journal: We might need a word for the folks who keep them, but that word is not journalist. I know I am old-fashioned, but I’m clinging to that one for my friends and colleagues who went to journalism school, have put their time in for lousy pay under intense deadlines, and who have the job of defending democracy from charlatans and lunatics.
Journals are, by nature, intensely personal … and you might have strong opinions about them that conflict with my strong opinions about them. I’d love to hear your thoughts!
Let us know in the comments — do you keep a journal? Ever try a bullet journal? What works well for you to wrangle your ideas and find them when you need them?
The post 2017 Content Excellence Challenge: The April Prompts appeared first on Copyblogger.
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With hundreds or even thousands of social media accounts to manage and millions of social conversations to monitor, social media marketing has become increasingly complicated and time-consuming. Automating social media marketing with an social media management software platform can improve…
Please visit Marketing Land for the full article.
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