According to digital PR consultant Sarah Evans, every day the average person experiences 150 “micro-moments,” a term Google coined to represent “an intent-rich moment when a person turns to a device to act on a need – to know, go, do, or buy.” The question for your business: How do you capture as many of those micro-moments as possible to help drive engagement and revenue?
The answer: Create a holistic marketing strategy that uses not just email but also social media, blog posts, in-app notifications, advertising, and other channels to reach the right people at the right time (i.e., stage in their customer journey), during the right micro-moment, with the right channel. Simple, right?
Don’t worry too much: Evans calls those four right things her “social resonance chart” and says that you need to capture at least two of them for your marketing content to resonate with customers. And once you have a strategy for doing so in place, you can make a mid-year resolution to implement some new tools in the second half of 2020 and keep your workflow efficiently humming along.
Here are some great tools you may consider incorporating into your workflow:
Trello: manage content planning
This lightweight tool makes it easy to organize tasks with cards on a Kanban board, which helps you see at a glance the status of various projects. For example, you can create boards for blog content, promotional newsletters, and social media posts. Each board can have columns labeled “Ideas,” “In Progress,” and “Done.”
Then you can create cards for specific items, such as a blog post with in-depth details about a new product, a promotional newsletter to drive sales, and social media posts that direct traffic to different destinations. You can move the cards between the columns to help you visually track the progress of those items. Each card can include comments, attachments, due dates, and more.
Hootsuite: stay on top of all your social media accounts
Like most companies, yours probably has multiple social media accounts. Hootsuite lets you stay on top of them from one place, with scheduling, content curation, analytics, and monitoring tools. No matter where you are in the world, you can schedule posts for different time zones and keep a global customer base engaged 24 hours a day.
Hootsuite is also handy for collaborating with others on your team. You can manage a repository of approved text, images, and videos, and you can designate people who approve all outgoing content, so no one can go rogue. And you can monitor what people are saying about your business, even in different languages, so you can quickly create a response strategy if your company is trending in a positive or negative way.
Slack: collaborate with colleagues
While email is still a great way to engage existing customers and reach out to new ones, sometimes when reaching out to co-worker an instant message might be a better format. That’s why a lot of companies are using Slack, which lets you create dedicated, searchable channels for different purposes, such as sales, content creation, and even social activities.
You can also share files in Slack, initiate voice and video calls, and connect it to Zendesk, Salesforce, G Suite, and other tools. You can even integrate your proprietary software.
Grammarly, Boomerang, and Qlearly: optimize your workflow with digital assistants
Grammarly is a handy browser extension that not only checks your writing, from emails to social media posts, for grammar and spelling, but it even scans your tone to make sure you’re coming across the way you want to.
Boomerang is a Gmail add-on that has a really useful send later feature, so if inspiration strikes at midnight, you can schedule that amazing email for the morning and hit colleagues’ inboxes at the right time. It also offers reminders, response tracking, read receipts, and more.
Qlearly is another browser extension that organizes your tabs and bookmarks into columns and boards, so you will never again have to stare at a browser so full of tabs that you can’t tell what they say.
INK and Ghost: improve your content publishing (and possibly earn revenue from it too)
Content marketing ROI can be a little squirrely to prove sometimes, but HubSpot has found that 72% of companies that calculate it say that their marketing strategies are effective. With that in mind, here are three tools that can help increase the impact of your content marketing.
INK uses AI to help you figure out how to optimize your content. It does so based on its analysis of what your competitors ate publishing, what your customers want, and how Google ranks your site.
Ghost is a publishing tool with a minimalist editor, a headless CMS, and some interesting features that let you build membership and subscription offerings on your site. If you have a niche audience that’s willing to pay for content, Ghost could be the solution for you.
CloudApp, Placeit, and Is This Big Enough?: enhance your visuals
How many words is a picture (or a video) worth these days? That’s a tough exchange rate to calculate, given the explosion of content that the Internet has brought us, but one tried-and-true fact is that visuals help improve your writing. In fact, visuals increase the desire to read content by 80%, and people are 85% more likely to buy a product after watching a video about it.
CloudApp is a screen recorder, but it goes beyond similar tools by letting you capture and embed videos, webcam footage, GIFs, screencasts, and marked-up images. It also integrates with many productivity apps, so you can easily share your files with teams across your organization.
Placeit features thousands of templates for logos, product mock-ups (t-shirts, mugs, etc.), and videos, with the goal of helping less artistically-inclined people easily create great-looking assets.
Is This Big Enough? has one goal: ensure that you get images in the proper size for your needs, which has long been the bane of many marketing managers. You simply fill out a form and get a personal link that you send to a client or teammate to ensure that your blog post, email newsletter, or other piece of content has visuals in the right format.
SparkPost Signals: use predictive intelligence to improve your email sending
SparkPost delivers over 37% of the world’s B2B and B2C email, so it was only natural that we would add something like SparkPost Signals to a platform that boasts a 96% inbox delivery rate. Signals uses a predictive model that gives you:
- An email health score: Signals keeps tabs on over 1 trillion message events and gives you an early warning of potential deliverability problems before they happen. You’ll also get recommendations to help you quickly fix any issues.
- Engagement insights: You’ll understand the differences between people who recently engaged with your emails and those who have been ignoring them for a while. You can also see which cohorts drive the most complaints and whether your mailing frequency causes too many unsubscribes.
- Spam trap monitoring: SparkPost has wide visibility into spam trap networks and can help you avoid hitting them, which has a big impact on your sender rating.
- Real-time alerts: You can configure real-time alerts that warn you about increases in bounce rates, dips in engagement, and other changes in metrics. You can also designate who those alerts are sent to, so the right teams are able to take action right away.
We hope this blog post gives you plenty to think about so you can hit the ground running in the second half of 2020!