Content Marketing

Authentic marketing: dangerous jargon or the only way forward? ft. Lauren Van Mullem (@LVanMullem)

Lauren Van Mullem is a conversion copywriter who knows the rules and when to throw them out. She believes authenticity is the only way to market a business sustainably, because it feels good (and character wins in the end).

“So there I was, in a tent in the back-end of Rajasthan, armed with a bucket, chasing a six-inch bug (that looked more like a baby dragon) around the toilet.

“I finally cornered it against a canvas flap and it started vibrating at me. Do dragon-bugs explode? Was this a ticking time-bug? But I believe in humane relocation of even terrifying insects, so I went at it with the bucket, trying to trap it, and accidentally lopped off one of its legs.

“And then it flew off and disappeared. I went to bed knowing there was a giant, now very angry insect somewhere in my tent. I didn’t sleep the whole night.”

Lauren Van Mullem will tell you that she went to India before it was cool – before that whole ‘Eat, Pray, Love and leave your spouse thing.’ But she went for a similar reason, at least in terms of mental and emotional healing.

“I’d just left the first real job I’d had since graduating from college, and the boss was so abusive, and the environment was so toxic, I knew I couldn’t go straight into another job. I needed to clear my head. Stop having nightmares about emails with the subject line ‘See me.’”

She’d saved enough money for one straight shot around the world, touching down in England, India and Tokyo. England and Tokyo because she had friends there. India because, for lack of a perfectly logical reason, she felt called.

When you tell people you’re going to India, you’ll run into a few people who’ve been. They will tell you the same thing: it’s a life-altering experience. I didn’t buy the hype. I should have.

“It’s so completely different. Any sense of control you thought you had over your life, you have to let that go, or the very nature of India will beat it out of you. It’s elemental in that way. And it’s intense. I saw the most beautiful things I’ve ever seen in my life jammed up next to the most horrible things I’ve ever seen in my life. Temples with courtyards of blooming trees, green fields where dozens of women are working wearing bright pink, gold and blue saris. Then young men my age with no legs begging in the train station. Skeletal dogs walking the streets with gaping holes in their rib cages. It’s all there.”

Lauren is the first one to laugh at herself, saying “Yes, two weeks in India is enough to contract giardia and change your life.” But it’s also true. When she came back, she did have clarity.

She never wanted to work in an office again.

But more than that – she never wanted to play by anyone else’s rules again. The only path she wanted to follow was one she forged herself.

“It’s how freelancers are made,” she quips.

In this interview, Lauren talks about how to do marketing in a way that doesn’t play by established rules, how she applies her philosophy to her own website, and why “authentic marketing” is both dangerous jargon and the only way forward.

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Content Marketing

How to run a successful blog that attracts brands ft. Serena Faber Nelson (@Pretty_Fluffy)

Serena Faber Nelson moved from TV producer to follow her passion for puppies as a full-time dog-blogger. Here she shares how she differentiated her blog early on, forms genuine relationships with brands organically, and her secrets of a successful media kit.

Pretty Fluffy is an apt name for Serena Faber Nelson’s blog about the joys of having a dog in your life. It’s deliberately light and joyful – both in subject matter and in color scheme – and it was exactly what Serena needed at an emotionally fraught time in her career as a television producer.

“Pretty Fluffy was born out of a need for escape. I’m a trained journalist, and for the last decade and a half I was working as a TV producer for lifestyle shows, like cooking shows, some pet shows (my favorite), and in 2010, a medical documentary series.

“We followed people through their journeys from really rough things, like being diagnosed with cancer and going for treatment, or people who’d been in motor vehicle accidents and were going through multiple surgeries. We were shadowing doctors and got to see what they were doing in these life or death situations.

“For me, that was really confronting. I decided I needed something outside of work that was fun and light and joyful.”

Serena had just gotten married, discovering StyleMePretty along the way, which she said gave her the idea to start her own blog in 2010.

“Pretty Fluffy came about and grew from there. Now it’s my actual job.”

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Community, Email Marketing

It’s not marketing – it’s making friends at scale ft. @bythepartygirl

Most bloggers use Instagram, Pinterest, Facebook and Twitter to cultivate their audiences. But lifestyle and party blogger Ashley McAllister has a knack for making friends (and clients) through email subscriptions – something very few bloggers, or businesses, get right.

Canadians party differently than their Stateside counterparts, according to Ashley McAllister, blogger at The Party Girl and Etsy store owner. Americans seem to take things further, creating epic events out of weekend girls’ brunches and balloon-festooned birthday parties for toddlers. Part of the reason, she suspects, is that Americans have so many more resources, including multiple craft stores and Target. Canada has Michaels… and the internet.

Before Amazon, life for a party girl was a lot harder. Especially in a small town just outside of Toronto. Ashley says, “I felt like all of this really cool stuff was out of reach.”

But that seems to have only made Ashley more creative. This woman can make a cake topper out of just about anything.

In a country where the population, outside of a handful of urban centers, is spread out over 3.8 million miles, it can be hard to find people who share your passions. Especially when the dominant culture is a bit more understated.

“There are people up here like me. But I couldn’t find them.”

That began to change with Instagram.

“You see images people are sharing and that creates a following, and as people see images of what other people are doing, that style of party throwing is growing here. Having a theme and different elements and DIY projects. I didn’t used to see that very much. DIY wasn’t that big here except maybe for weddings, and that’s changing.

“But there has been a bit of a gap up here. People thought the DIY projects were out of range.”

The Party Girl blog began as a desire to share her crafts with friends and family, but the more she crafted, the more she felt there was a gap to fill.

“I thought maybe there are other people out there who would like to see this type of thing, or feel like they could do it if they saw someone else do it. The blog began as a way to create that community, where people could see what other people were doing and see that it isn’t crazy, that they weren’t alone, and that it’s not insane to DIY everything for your wedding or bridal shower.”

And it’s in creating community where Ashley McAllister truly shines.

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Let’s Get SaaSsy – I’m offering a limited number of SaaS consulting engagements.

Content Marketing

The secret to building a business based on sharing what you know ft. Kaleigh Moore (@kaleighf)

Kaleigh Moore is a freelance copywriter who works with clients like AT&T and SumoMe and has been featured in Inc. Magazine, Entrepreneur and CopyHackers. Since beginning her freelancing career in 2013, she has doubled her income every year. In this interview, Kaleigh lets us in on her personal philosophy of building a business based on being kind and sharing what you know.

“I think people hire people. That’s what it comes down to. They want to come to your website and get a feel for who you are as a person – a person who they might potentially hire. If you have stale photos and a formal website, it’s hard to get that feeling from it. You can’t read between the lines. There’s nothing there. You have to provide that sense of who you are for the reader through words and visuals so they can understand who you are before speaking with you.”

The moment you land on Kaleigh Moore’s site, you begin to have a good feeling about who she is – as a writer, a potential team member, and as a person. In that order. It’s deliberate and strategic, but also manages to be incredibly personal.

And it’s simple.

In fact, the way she does business – a business that has doubled every year since she started – is nearly as simple, clean, and uncluttered as her website. Kaleigh is one of those entrepreneurs that seems to have mastered la vita bella – the beautiful life. It’s about being true to who you are, being good to other people, and reaping those rewards.

With just a little strategy and a handful of metrics.

In this interview, we talk about how she uses her website, blog and newsletter to support her business, along with some of her best tips for aspiring freelance copywriters.

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Let’s Get SaaSsy – I’m offering a limited number of SaaS consulting engagements.

Customer Success, Product Management, SaaS

How Top SaaS Companies Create Customer-Centric Onboarding by @ShaylaPrice

Here’s a major SaaS growth challenge: How do teams ensure customer success from the onset?

With the goal to quickly convert new customers into loyal advocates, it’s easy for SaaS teams to forget what’s important. In this case, it’s onboarding.

Seen as just another to-do, teams neglect how crucial onboarding benefits the customer. Yes, they activated their accounts. But can you get customers to their desired outcomes?

Too often, SaaS companies marvel in their own products, from an eye-appealing user interface to near-perfect functionality. That’s only part of the equation.

Onboarding leads you from acquisition to retention. So it’s time to shift your focus to where it belongs—the customer.

Follow these five steps to achieve a customer-centric onboarding flow.

1. Score the Aha! Moment (Early)

Life is all about precious moments. People like remembering their first awkward kiss, the time they visited Disneyland with friends, and when their first-born kid peed on the floor.

Whether it’s embarrassing, sad, or joyful, certain moments define our lives and stay etched in our memory bank. The same principle applies to customer success.

Customers will recall their first interactions with your brand. Therefore, you should make that moment special. And the best way to do that is to help the user achieve value, or the Aha! Moment, as soon as possible.

“The customers need to understand your uniqueness, the costs, and benefits of the product…If the customer sees the core value of your product immediately, if they understand how it’s going to help them, they are far more likely to continue using it,” writes Gabriela Tanuri, a content analyst at Pipz.

Every company defines an engaged user differently. Maybe your users must complete three tasks in one week, or invite five friends to your app within 15 days. For instance, Dropbox considers users reaching the Aha! Moment when they put at least one file in one folder on one device.

Work with your team to unlock product value during the onboarding process. Users want to succeed—make it happen promptly.

2. Bake Success Into Your Messaging

SaaS businesses do an effective job at gaining potential customers’ attention. Teams spend lots of time designing creative display ads, developing witty copy for their homepages, and writing hilarious emails. The branding is dynamic and worth sharing on social.

Yet, once customers enter the onboarding stage, the brand personality wanes. Customers get dull messages with technical jargon.

On top of that, the messaging only informs the customer about a feature or provides access to an upcoming how-to guide.

When learning something new, customers seek validation that they’re doing things the right way. They need that recognition to move forward.

So treat onboarding like a celebration. When customers achieve a milestone, let them know and award them with personalized messages.

Mailchimp knows how to celebrate customer success. Right before customers send a campaign, they see an image that builds the anticipation, even the copy screams excitement —“This is your moment of glory.” Then, once the user sends the campaign, Mailchimp gives the user a virtual high five.

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If customer milestones aren’t acknowledged, users may feel like they’re failing. They start second-guessing their actions and the value of your tool. Keep them on the right track with messages that praise their activity.

3. Identify & Remedy User Gaps

It’s impossible to see all the gaps in your onboarding process before launching. And if you focused on finding every imperfection, you would never ship the product.

To identify gaps, start by monitoring user behavior over time. Are there increases in new user inactivity? Do customers stop opening onboarding emails after the third message? Is there an influx of similar support issues?

The next step is to fix the problem. Let’s say new user activity drops by 25% on the fifth day after signing up. You may want to lure customers back to your app with a nurturing email on the third or fourth day.

“Users should never wonder what to do next. Often this is best achieved by holding the customer’s hand and walking them straight to whatever they consider success. This can be done with popups, tooltips, or a guided tutorial that only shows the user what they need to see,” states Dennis Hammer, a content strategist at Audience Ops.

Slack is well-known for its guided tutorials in the onboarding process. Customers get short descriptions about each feature. There’s even an opt out link if users feel comfortable moving forward without guidance. These tutorials ensure users attain success.

Image Source

Don’t freak out about onboarding gaps. Instead, take action to fix the mishaps and get back to delivering value to your customers.

4. Be Available for Questions

Building a worthwhile product is important for your SaaS. If your application sucked, no one would bother purchasing it. However, it’s not the only thing that matters.

Teams sometimes forget that no matter what your SaaS product does, you’re still in the service business. Your primary objective is to build amazing customer experiences. And one of the tenets to achieve that goal is offer superior customer support before, during, and after onboarding.

Of course, you’re nice to customers and respond to their concerns. But another key ingredient is accessibility.

What annoys customers the most is signing up for a product and not having multiple channels and times to access your team members. Either customer support is only accessible by email, or you only respond to questions from Monday morning to Friday afternoon. It’s frustrating to the user who wants a solution now.

So what should you? Make yourself available on several channels. For your SaaS, that may include investing in live chat software to answer customer inquiries. Or you may need to expand your phone support times by three extra hours on the weekends.

You can streamline the support system for the customer, too. For example, Trello customers who are signed into their accounts can send a help message with their names and email addresses already pre-filled.

Onboarding is a critical stage. If customers feel helpless, they may decide to churn. Gather the right tools to make the experience convenient for them.

5. Evaluate Customer Milestones

It’s a completely normal process: Set a goal. Take action. Measure the progress. Adjust and repeat.

Whether it’s fear of failure or a forgotten step, SaaS teams skip over measuring their customers’ progress. It’s the only way to know if the customer is reaching their desired outcome and is fully buying into your brand promise.

So revisit those customer milestones. Are users accomplishing them? How often? What can your team do to make the process easier?

Understanding where users fall on the milestone spectrum gives your team insight on how to drive them toward becoming a power user or brand advocate.

“Keeping this ‘success milestone’ way of thinking after they become a customer—or are otherwise past the customer onboarding process – will allow you to surface upsell/cross-sell offers, as well as advocacy requests, at the perfect time so you’re more likely to get a positive result,” says Lincoln Murphy.

Experimentation is vital as well. Try breaking your onboarding into separate workflows, or customizing onboarding based on specific user segments. You may learn that certain customers need concierge onboarding.

The Customer Takes Center Stage

While these insights don’t reach the level of rocket science, SaaS teams often undervalue and overlook them. You possess the power to get customers to their desired solution. So start giving the customer your undivided attention in the onboarding process.

Case Studies, Content Marketing, SaaS, Testimonials

[Case Study]: Autopilot (@autopilotus) + Rocket Fuel

How Nichole Elizabeth DeMeré helped Autopilot attract relevant influencers, improve engagement metrics, and improve conversions with the Rocket Fuel Package.

“In 2017, I hired Nichole to help promote Autopilot’s content. Not only did she get our content in front of the right people, but she also saved us time and money along the way.” – Jes Kirkwood, SaaS marketer & growth strategist

The Challenge

SaaS marketer and growth strategist Jes Kirkwood was tasked with helping Autopilot improve their content following, but not just by boosting page views and engagement metrics. Autopilot, a marketing automation software company, needed to reach their target audience of SaaS marketers – specifically.

Kirkwood signed up for Nichole Elizabeth DeMeré’s Rocket Fuel package in July, 2017.

The Rocket Fuel Package is designed for this precise purpose: To help companies gain brand recognition among their ideal audiences by sharing their high quality, original content on Nichole’s personal social media accounts, as well as Growth Hackers, Inbound.org, SaaS.Community and additional distribution to specialized outlets like Zest.is.

Over the course of two months, Nichole promoted 36 pieces of content. The results?

“In just 2 months, her influence drove 359 new users to our blog, attracted the attention of relevant influencers, and landed our content in an industry newsletter with over 135K subscribers. Better yet, she sparked meaningful conversations with our target audience. If you want to reach and engage SaaS marketers, I highly recommend partnering with Nichole.” – Jes Kirkwood, SaaS marketer & growth strategist

The Numbers

Cost: $1,000 for 50 days (tracking wasn’t set up properly the first ten days, a mistake made by Nichole)

Results:

  • 857 website sessions (average time on site: 0:43 seconds + average 1.33 pages per visit)
  • 359 new users (website visitors)

Top three channels:

  • Twitter (most sessions)
  • Quuu (most new users, i.e., website visitors)
  • LinkedIn (highest quality traffic)

Other benefits:

  • Time savings (approx. 5 hours) syndicating each article to GrowthHackers.com and Inbound
  • Started a meaningful conversation in the Inbound community (attracting influencer attention): (23 upvotes, 29 comments)
  • Landed Autopilot in the Growth Hackers newsletter for Flight School lesson (135K+ subscribers, 3.9K views, 20 upvotes)

In the client’s words:

“Nikki’s content promotion efforts helped drive brand awareness for Autopilot to a highly qualified audience across relevant social media channels and active online communities. Not only did she attract traffic that spent 38% more time on our site compared to our average visitor, she went the extra mile to start meaningful conversations with our target audience.” – Anne Fleshman, Director of Marketing at Autopilot

 

Customer Experience, Customer Success, Emotion, Products, SaaS, Startups

A Completely Different way to Look at Customer Fit for SaaS Startups ft. @LincolnMurphy

There are so many ways businesses segment customers, and many of them are useless: demographics, location, purchasing histories, size of company, how much the customer pays, and so many more.

But there’s one method of segmentation that tends to be overlooked. And overlooking it will lead, invariably, to churn.

It’s called Appropriate Experience (AX). And I guarantee it’s not what you think.

What is Appropriate Experience?

Appropriate Experience is an extremely customer-centric idea, because it’s all about them. The customers. Their experience. But this isn’t “customer experience.” Forget CX and customer satisfaction. No, no. This is completely different.

Appropriate Experience is about how the customer needs to be treated and supported by you so they can reach their desired outcome.

But what is it really – in practice?

For SaaS, a good example of Appropriate Experience might be customers who need high-touch customer support vs. low-touch. Maybe the customer’s Appropriate Experience is self-service, because they have the expertise and technical abilities to figure out most things for themselves. Or maybe the customer’s Appropriate Experience requires some hand-holding, a designated customer-success manager and 24-7 help desk.

Lincoln Murphy, who championed AX, explains it this way:

You see, a customer has a required outcome. A thing that they need to achieve… And they have a way that they need to achieve that Appropriate Experience. That Appropriate Experience – AX as I call it – goes across the entire customer lifecycle.

He mentions Appropriate Experience within the context of the checklist he recommends using to see whether a customer has “success potential.”

Here’s that checklist (view full descriptions on his article about success potential.)

  • Technical fit
  • Functional fit
  • Cultural fit
  • Competence fit
  • Experience fit
  • Resource fit

In many ways, Appropriate Experience (aka. Experience fit) is the flip-side of Resource fit. Resource fit asks the customer if they can spare the resources to put in the time/money/manpower to succeed with the product. Experience fit asks you – the SaaS company – the same question.

The question you need to ask yourself is…

Do you have the resources to ensure that this customer has the experience they need to reach their ideal outcome?

What experience are you able and willing to provide?

You may not have the resources to serve customers who need the high-touch approach.

And that means that you can’t give that particular customer segment their Appropriate Experience, and they won’t be successful with you.

You can’t afford not to identify your customer segments by the experience they require.

Yes, that also means you can’t afford to keep customer segments to whom you can’t deliver an Appropriate Experience. Even if they’re paying you.

It sounds crazy to turn away good money, I know.

But these are people who will never be satisfied with what you offer. They won’t refer you business. They’re highly likely to leave lackluster reviews. And they will churn – after wasting a tremendous amount of your time and resources trying to make them happy when that was never gonna happen.

What happens when you segment your customers and find that a lot of them could use a different experience? Well, then it’s…

Problem-solving time

When you use Appropriate Experience as a factor in customer segmentation, you may find that a large part of your customers demand a type of experience you’re not currently providing.

Uh oh.

You have a few options.

You might consider expanding your services and scaling to meet that need.

If this is a possibility, you’ll want to first survey that segment and ask them what experience would most help them achieve their desired outcomes. But when you do, keep Lincoln Murphy’s checklist in mind. Are these customers who have success potential, if only they had a slightly different experience?

Also keep in mind that Appropriate Experience isn’t limited to how much help a customer gets. It’s not just a high-touch/low-touch issue. If my desired outcome is to go out to dinner with my significant other for a romantic evening, there is a very specific experience I need to achieve that, and Burger King isn’t going to do the job. Think holistically.

Another option, of course, is to not scale or change the experience you provide. You could decide to focus on the customer segment whose Appropriate Experience matches what you’re prepared to offer.

Both are actually good options.

The only bad option is accepting the business of someone you can’t really serve.


Let’s Get SaaSsy – I’m offering a limited number of SaaS consulting engagements.

Content Marketing, Startups

Startup Founders, This is How to Do Content Marketing from Day 1

Want your website to summit the search engine results page? You need a blog. Want to establish yourself as a thought leader in your industry? A blog can make your name. Need to provide content that nurtures leads and gives current customers what they need to be successful with your product? All of that can be done with a blog.

This isn’t news.

You know you need a blog. And, by now, you’ve probably figured out that just having a blog isn’t enough to get any of the above results. It has to be good.

Scratch that.

“Good, unique content. Problem is, almost everyone can get here. They really can. It’s not a high bar, a high barrier to entry to say you need good, unique content. . . . If you can’t consistently say, ‘We’re the best result that a searcher could find in the search results,’ well then, guess what? You’re not going to have an opportunity to rank.” — Rand Fishkin, Why Good Unique Content Needs to Die — Whiteboard Friday

It has to be great.

But even Level-Great content is becoming saturated because the secret is out. Content is the key to:

  • Build brand recognition — 71% of all respondents who maintain blogs for a business report that they have increased their visibility within their industries through their blogs.
  • Establish leadership in your space — In 2016, 36% of Fortune 500 companies have a public blog.
  • Boost acquisition — 77% lift in median monthly leads occurs to businesses with over 51 blog articles.
  • Improve retention — “A business’ best protection against churn is a Customer Success team armed with a content marketing strategy.”

Unbounce figured this out almost immediately. In an interview, Unbounce Co-Founder Rick Perreault said, “We started marketing the day we started coding.” What did that marketing look like? One marketing employee who focused on creating high-ranking blog content that produced significant and consistent value to the reader.

You know all this. You’re sitting there thinking “Yeah, I know, content is king, quality is king, we’ve got a pair of kings and our content STILL isn’t getting us to Page 1.”

The problem is: You’re creating all of this quality content without a cohesive SEO strategy in place. A strategy that leverages your great, big body of content to achieve the most effect.

We’re not talking about a list of keywords here.

But to understand the kind of strategy we’re suggesting, you’re going to need a brief history lesson.

Read More on HubSpot’s “Think Growth”


Let’s Get SaaSsy – I’m offering a limited number of SaaS consulting engagements.

Branding, Content Marketing, Conversion Rate Optimization, Creativity, Emotion, Visual Communication

Why weird works: copywriter @KiraHug on branding with personality

Conversion copywriter and podcast host Kira Hug talks about her journey to build her brand and why strategically-crafted visuals are so important for connecting with the right people.

“This might sound strange coming from a copywriter – who should, presumably, eat, sleep and poop words – but I love me some visuals.”

Kira Hug isn’t just any copywriter. She’s a conversion copywriter – which means her specialty is writing words that spur and inspire readers to take action. If you’re selling a product or service and want to talk your ideal customers into buying them, Kira is the person behind the scenes making that happen with landing pages, sales pages, and email campaigns.

This work requires her to get inside people’s minds, take on different brand voices, and play upon just the right mix of pains, fears and desires that cause people to act.

It also requires a strong grasp of how to use an entire brand experience to attract and connect with ideal customers – and much of that experience is created through visuals. Visuals are never to be underestimated.

But that’s an idea that runs contrary to the philosophy of many writers – we’re biased. Our art is the written word. However, Kira didn’t grow up as the ‘writer’ in the family. Her identity was ‘the artist.’

“My sister was the smarty pants. I embraced my artistic side and wore the ‘artist’ label very happily. That followed me into college. But I realized, I can’t be a fine artist and live the life I want, so I pursued graphic design.”

As Kira worked toward her B.F.A. in Fine Arts in Visual Communication, she found herself attracted to advertising classes, which led to an advertising design internship.

That’s where things really started to click for me. You get to be creative, and there’s strategy, words, and visuals and psychology behind it. I remember thinking that this is the best thing ever.

Of course, the challenge all new graduates face is finding a job in the ‘real world’ doing what you love. Which rarely, if ever, happens fresh off of campus. With no job prospects in sight, Kira took a leap of faith and moved to New York City, a lifelong goal.

“I didn’t plan well in terms of having a job before I moved there. I just did it. So I took the first job I could find at Enterprise Rent-a-Car’s management training program. I cringed at taking it. It was so different from the cool, art-design job I’d envisioned, and I was embarrassed by it.”

For nine months, Kira sold car insurance and rental cars, spending down time washing cars “in a parking garage that smelled like urine, in a pencil skirt.”

But at the same time she was learning how to tap into the selling power of words.

Over the next several years, Kira took many different jobs – glamorous jobs at places like Estee Lauder’s store design department, hard jobs in marketing for non-profits, even jobs in event planning. If she didn’t feel like she was growing, learning, and feeling challenged, she’d move onto the next thing.

After Kira had her first child, she needed a little more control over her work schedule. She began working for a fast-growing startup as CMO, which allowed her to build her reputation in the company as well as her own business on the side at the same time.

All with a newborn baby. Is Kira Hug secretly Wonder Woman?

Possibly. She does have more alter-egos than the average copywriter. But that’s all part of her brand strategy.

In this interview, Kira Hug tells us how she built her solo copywriting business and how her artistic background informs everything she does, from her own blog, to her copy, to her delightfully quirky business strategy.

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