Day 1 of the much anticipated Digital Summit Kansas City is in the books. And with it came plenty of knowledge and insights for everything digital marketing from all over the United States highlighted by keynote speaker, Randi Zuckerburg. In case you weren’t able to make it to our local summit, here is a quick recap of Day 1.
Email can be a very powerful medium for nurturing your current consumer base and consistently staying top of mind during opportune times.
Dathan Brown of ActiveCampaign and Chris Sietsema of Teach To Fish Digital provided great insights on the importance of properly segmenting your audience and setting proper goals for each specific customer journey. Just as important as segmenting your lists is the content that goes into the email and/or newsletter.
Email is a channel for action, not a place to consume content. Accordingly, placing multiple calls to actions above the fold and making it evident is absolutely imperative, as well as writing compelling copy. When it comes to email content, the helpful acronym “VENT” was explained:
Learn to VENT!
Sietsema broke down the eight ways to deliver relevance with email marketing:
- Importance of Timely Announcements — The timeliness of emails is just as important when delivering relevance.
- Introductory Email — Properly welcome consumers to an email series and show gratitude to build credibility.
- Testing and Segmentation — Ask what your consumers want to know and deliver.
- Education and Onboarding — Explain and assist in a complicated process.
- Confirmation Emails — properly inform the consumer that their action was successfully taken.
- Customer Service Feedback — Ask for reviews and make the consumers feel heard.
- Win Back — Re-engage consumers to gain an unfinished conversion.
- Cross Sell — Segment your audience by what they purchased to properly engage them.
As is heard at every marketing related event: Content is king. Accordingly, there were plenty of speakers discussing what can be done to enhance and get the most out of your content.
Robert Rose of ReinventingContentMarketing.com talked about the funnel base approach to content to allow for more efficiency when building content for a measurable business strategy. He also talked about how content marketing creates strategic value and that the true value of good content marketing is the relationships it builds with the consumer.
Lauren Teague at Convince & Convert dropped some serious knowledge bombs about the moments that make content great. She reminded us all that if you’re not serving your audience, someone else will. Nevertheless, if you lose their attention you’ll have to work really hard to get it back. At its core, amazing content results from strategy, quality, and focus.
Kate Richling walked us through building a modern content strategy. Richling discussed the purpose of content through the lens of profitability and differentiation opportunities. Tailoring your content of what your consumer wants and needs is vital, whether it is easily digestable DIY content, long-form content like eBook and videos for the middle of the funnel consumer, or editorials. At the end of the day, the goal is consumption, sharing, lead generation, and sales.
Finally, we can’t talk digital marketing without talking about data. And there was no shortage of data talk. The overarching theme was getting to your insights faster and more concisely, rather than spending time data dumping and data wrangling.
Rob Clarke of Strala talked about the big discrepancy in the rate of growth of data availability and the rate of growth (or lack thereof) of actionable insights — what he calls the insight gap. From there, he talked about the process of pre-defining your data, unifying your data into one single source of truth, and ultimately arriving at true data-driven insights.
Sarah Bond continued the data insight conversation talking about how to not get lost in all the data and create action. In her presentation, she outlined the four steps to getting to insights: 1) Get rid of antiquated metrics that don’t add to the story, 2) Properly segment your analytics, 3) Know what impacts your bottom line, and 4) Set up a Dashboard and repeat. She also points out that catering your data to your audience is extremely important.
Those were some quick hits from Day 1. We expect nothing but more great information from the speakers at Day 2.