Welcome to your weekly zen moment. I’ve got sage advice (not my own), the good word on what’s trending, Pinterest marketing tips and other themes to get your brain humming.
Shall we begin?
1. 1000 lb. Sentence: “If you are an artist, learn science. If you are a scientist, cultivate art.” – Karen Timpone, Marriott Global Marketing Officer
OK, so we all know it’s great to be well-rounded, but for marketers, it’s more than that. I talked a little bit last week about avatars, or the “ideal customer” simulations we construct any time we onboard a new client. Avatars help us to wrap our heads around the goals, desires, needs and fears of the people we’re selling to.
I think this quote speaks to that and more, since another thing successful marketers must continually do is step out of their comfort zones. We get asked all the time to market for companies that provide goods or services we know nothing about, and some we’ve never even heard of before.
I have to say, I love getting to learn all this new stuff! I can think of only a handful of other jobs that would require me to understand things I would have taken no interest in otherwise. And I’ve discovered that I didn’t know myself that well, because I’m continually amazed by what ends up being interesting to me.
I guess I’m saying that marketing is no place for people who like to stay all cozy in their “zones”. But I think Karen Timpone’s advice is golden for anyone who’s feeling a little too insulated at work or in life. Embracing something counterintuitive (legal and safe, of course) reveals how adaptable our sensibilities really are.
In that vein, click here to enjoy a little blog about what happens when our content department meets a new client.
2. Win of the Week: This week’s win is a bit self-centered, BUT serves as a strong indication of our Google Adwords acumen. Let me preface this by saying that, just as the contractor’s house is the last one on the street to get a new roof, we hadn’t been tending to our own Google Ad campaign as we should have, so we were having a performance issue.
Seriously, all we did was change the ad copy on our Google search engine results page (but in the shrewdest possible way), and here’s what happened:
20 Days Ago:
Click through rate: 1.89
Cost Per Click: $22.55
Cost Per Conversion: $383.33
Conversion Rate: 5.88
Click through rate: 1.26
Cost Per Click: $16.39
Cost Per Conversion: $132.82
Conversion Rate: 13.33%
As you know, I’m all about sharing the love, so call me if you need an Ads tweak like that.
3. Hot Tip: Even the hippest and coolest among us need a little help now and then (I’m just guessing here), which is where Google Trends comes in. For those of you who don’t know, this free, easy-to-use resource lets you in on the whos, whats, whens and wheres of online searches, enabling you to fine tune your ad copy and strategy.
We tell you all about it here:Google Trends: A Second Chance to Be the Cool Kid
Why: I’m leading with the keynotes on this one: Keith Kaplan, CEO and Co-Founder of the Tesla Foundation, Matt Taibbi, Author and Rolling Stone Contributing Editor, Kathryn Minshew, Founder & CEO of revolutionary career discovery platform The Muse, Chris George, CMO at trendsetting pop-culture blog site POPSUGAR, and Trevor Paulsen, Senior Director at Adobe. Even if they never get around to talking about email marketing, I’m pretty sure that each of these speakers has something to say that I want to hear.
“Designed for the mid-to-senior level marketer who is searching for on-the-job marketing solutions,” EEC’s three tracks encompass: Email; CRM, Content & Data; and Technology & Deliverability. Pre-conference workshops, a speed networking session, 15 breakout sessions and three receptions (perfect for more networking), make this one a winner in my book. Not hating the New Orleans thing, either.
5. 5-Minute Power Snack: Hopefully by now you know that Pinterest isn’t just for girly girls. In fact, it’s for everyone who’s interested in anything, barring almost nothing. You like muscle cars? Check. Beekeeping suits? Check. Rugged, submersible all-weather monitors? Check. (I know, right?!)
So you can see where I’m going here: Pinterest is actually a pretty powerful marketing tool. Here’s the skinny: 10 Secrets To Improve Your Marketing on Pinterest
6. Best-of-the-Week Outside Blog: Touching on the subject of email marketing again, I really enjoyed this entertaining “Emma” blog by McKenzie Gregory that pits the email campaigns of Moe’s and Chipotle against one another to see who’s the savviest (if not the tastiest).
Click here before the suspense become too much: Email showdown: Moe’s vs. Chipotle
7. One of the Good Ones: If you’re from Arizona or care about someone who lives here, the Arizona Community Foundation is one of the best and smartest ways to improve the lives of Arizonans across the state.
Made up of several statewide affiliates, ACF harnesses “the collective generosity of thousands of Arizonans” in order to award millions of dollars in grants and scholarships every year to nonprofit organizations, government agencies, educational institutions and students.
There are several ways to give, including online donations, setting up a fund, planned giving, etc. I love the fact that you can choose specific areas of interest to support, like the School Tuition Organization, Foundation for our Future Fund, ACF General Scholarship Fund, etc. This is an extremely well-administered, superbly planned organization and I urge you to take a look.
8. The Thinker: “Perfection has one grave defect: it is apt to be dull.” – W. Somerset Maugham
To bold displays of imperfection!
P.S. If you have digital marketing questions or would like to learn more about our free audits, click here to schedule a call.
P.P.S. Ever since our inaugural “8 That Rate” email blast, subscribers have been sending back rave responses, traffic’s gone up and our brand is getting some new buzz. If that’s something you’d like to see happen for your company, let us know. We can create a custom weekly newsletter that speaks specifically to your subscribers, in your voice, about topics that would be of great interest to them and, ultimately, just get people excited about your brand.