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Are newsletters dead? Should you be showing your email list a little bit more love?

Are newsletters dead?‘Are newsletters dead?’ I was asked this question on a training a few weeks ago. And I couldn’t say ‘no’ fast enough. Because I really don’t think they are. I think quality mailing lists are magic.

Are newsletters dead? Should you be showing your email list a little bit more love?


We know that not everyone you send your email to will open it. And we know that out of everyone who opens it, not everyone is going to click through and take the action/s we like… but that doesn’t mean they’re dead.

In fact, when someone gives you their email address (all done correctly, with permission, etc), they’re inviting you to contact them. Unlike social media where we’re largely hoping they see it, you’re delivered your message right into their inbox. This is hugely powerful, if you think about it, isn’t it?

You might not think that open rates are at the same levels you’d like, in a perfect world, but neither is social media reach or engagement, is it? The fact that so many people DO decide to not just acknowledge that you’ve sent them an email, but then open it to see what you have to say and spend their very precious time reading it is, again, something to consider.

There are lots of positives about newsletters and email marketing – and the good news is that it will cost you zero to find out about it (listen to the podcast as step one!), but it could also cost you zero to get started if you use any of the providers who allow you to start your list for free, and only start charging you when you pass a certain number of subscribers.

There are SO many reasons why email marketing is incredibly valuable to businesses, brands and influencers, don’t overlook it or see it as irrelevant. Unlike social media, the power to deliver the message (and have it delivered in front of the right people) is yours with an email… which is quite a big deal.

What do you think? Are you an email marketing devotee or have you *slightly* neglected your list of late and need to show it a teeny bit more care and attention?

Small & Supercharged Mastermind

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Should you try Vero?

Should you try VeroAnother day, another social media platform has come into our lives (and, potentially, stolen a teeny bit more of our time). What was your first thought? ‘Not again’ or ‘Ohhh… sounds interesting!’. If you’re the latter, you will have probably decided to sign up, but if you’re sure, I hope to answer the question – should you try Vero?

Why is Vero different?

I’m not going to lie and say I’m an expert on Vero. I signed up a few days ago and have done a fair amount of reading and video watching since then. So I’m going to tell you how I see it.

The main idea behind Vero seems to be to promote real, genuine and true content… and the main part of this being that the content isn’t filtered or impacted by an algorithm. The algorithm of any social media platform is what ‘decides’ what content you as the user will see, based on various factors. The algorithm restricting reach on posts has been the source of a lot of people’s annoyance… and I can completely see why. You pour your heart and soul into a post, or spend hours on the perfect pic… and then next to no one sees it. And it’s gutting. And the algorithm gets the blame. And it is to blame… but it doesn’t have an easy job. Generally, the aim of an algorithm is to rank posts in order of importance or relevance rather than time, to allow you to see the most relevant and engaging content. It doesn’t always work like that, granted, but that’s the idea. Of course, it’s not quite that simple. It’s not just relevance that influences the algorithm and what you can see… but I digress.

One of the key things that makes Vero different is that there is no algorithm reordering your posts. And the business model means that there are no ads either. Two things that users of social media have become increasingly frustrated by on other platforms.

How does Vero make its money?

Subscriptions. That’s how Vero plans to make its money. As of yet, I can’t find how much the subscription will be and I can’t see it online. The first one million sign ups will not have to pay for their subscription, for life, according to Vero’s Manifesto.

First impressions of Vero?

At time of writing, I haven’t been on the platform a lot… and that’s mainly because the server keeps timing out. At the moment, it is a bit glitchy in my experience BUT let’s not forget its age. We’re used to Facebook and Instagram and Twitter – platforms that have been around for a long time are now fully fledged adults in this social media life. Vero has recently got a lot of attention on social media and online, and based on the Twitter feed, this sudden influx has caused them some issues. It’s good they have been open and communicative about the issues and it does look like (again, according to Twitter!) that these are being resolved. There will be teething problems, there always are, with any new thing.

I also have found it a bit overwhelming. I think that while we like to moan about the algorithm, it has actually removed a LOT from our feeds. When you look at Vero, you’re greeted by everything that has been posted from people you follow or have connected with. And that can be a lot… even in the early stages. I think it’ll make me very careful about who I follow as I just won’t be able to process everyone’s posts. And that will mean that the things that are the most relevant to me will get lost. And then I start thinking that the various algorithms have, perhaps, done me a favour? Maybe?

What about the founders?

I have to address this issue. I’ve read about one of the founders and the issues that he has had with another business (and I appreciate that ‘issues’ doesn’t do the problems justice in many ways!). This doesn’t make me 100% comfortable BUT I am also aware that stories can be spun. I’m not saying the information isn’t accurate, but what I am saying is that I personally haven’t done enough research to discount a platform that some seriously big influencers are supporting. I also think that the press can twist things to suit. And that these stories have only started to surface since Vero became popular. I’m reserving judgement. And I haven’t dug deep into the other social media platforms, their founders and all previous businesses/current business dealings either. That’s not belittling the issue and I wouldn’t want you to think that at all. It’s just my honest view on it. As I read more and learn more, I might decide that everything reported seems to be accurate and it’s not something I want to support… I’m not pig headed enough to never change my mind when evidence supports that change.

Should you try Vero?

Should you try Vero? It’s completely up to you. And if you want to, do your own research, read all the Ts and Cs and then decide. I have – here’s why. We all know that early adopters to any platform have the greatest chance of success on it, so that’s that box ticked. The idea is interesting too.

Now, you might be thinking ‘but what if it doesn’t last or changes?’… and my answer would be ‘and?’. See, for the first million sign ups, it’s free, so you haven’t lost any money. You will lose some time if it doesn’t work out, but I see it as research and learning… and really the amount of time involved to learn about this new platform is minimal… and can be controlled by YOU. If you want to get on it and spend five mins messing around, good for you. You don’t have to commit to the next three weeks solidly. The choice is yours – as it is with all social media. And if you hate it for whatever reason, you can delete your account.

And if it does become the next big thing, then you’ll be an early adopter and that’s a great position to be in.

What do other people think about Vero?

A lot of people seem very excited about it on other social media platforms, but I first heard about it through Sara Tasker of Me and Orla fame. Sara is an Instagram legend and produces a superb podcast called Hashtag Authentic that I would recommend anyone in a creative industry listens to. I asked Sara what she thought about it and why she got involved. She said: “I like the premise of algorithm free – I genuinely miss that on all my social media. Plus it’s the first platform in ages that enough people have adopted to make it worth being on!”

And if that’s not enough of a nudge to give it a spin, I’m not sure what is. I’m just keeping everything crossed that it starts working a little more reliably for me…

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Does context matter on your social media content?

Does context matter on social media?Does context matter when it comes to your social media content? It’s something that I am constantly aware of, but a post I saw on Instagram last week prompted me to blog.

So, what do I mean? Context?

In this blog, I’m looking at the platforms and the way they work – so we’re thinking about Twitter’s 140 character limit – the ‘stuff’ that makes a platform the platform. Now, any social media user will know that all the platforms have their own style and their own limits. We have the retweet on Twitter, for example, that allows you to share other people’s content with your followers, but you can’t retweet on Facebook, you share. And you can’t share on Instagram, you repost. See what I mean?

Does context matter then?

Yes. The example I saw that inspired me to write this blog (and made me revisit the importance of this) was a competition on Instagram. Instagram is a highly visual platform, as we all know, and this competition graphic was, well, underwhelming. White background, common font, pixelated. Ugh. That annoyed me for starters. But you know what annoyed me more? The word share. Like and share. Now, this annoyed me on a number of different levels…

  1. The graphic had clearly been used on Facebook as that’s where ‘sharing’ works
  2. The graphic was rubbish and shouldn’t have generated much interest on Facebook either
  3. The competition was using liking and sharing as an entry mechanism. And having sharing as an entry mechanism breaks Facebook rules.

The last one is a REAL bug bear or mine, but let’s get back to the actual theme of the blog…

The graphic asked people to like and share to enter. How on earth can you do that on Instagram? You can’t. Saying this shows a lack of understanding for the platform and a lack of care. Context matters. It’s frustrating when someone posts competitions and even content that doesn’t fit a platform’s parameters. And there’s no need for it. If you’re doing it to ‘save time’, just don’t. Some content can be shared across platforms, I get that, but if it doesn’t look native, just don’t. It’s better not to bother. Please. Context matters. You could have killer content, but if they context is out, it just doesn’t work.

What do you think? Does context matter to you?

What do you think? Have you see requests for a share on Instagram? A repost on Facebook? How did it make you feel?

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A few minutes with… Liam Killen – Equestrian Creative Network

 

This week’s ‘A few minutes with…’ features the lovely Liam Killen. Liam is the brains behind the Equestrian Creative Network – a brilliant resource for equestrian and country creatives. Find out more here.

Tell us about you and your background. What made you want to start a business?

I grew up on the family farm in County Down, Northern Ireland. Did the usual Pony Club (East Down ’til I die) and riding club stuff. Did ok at eventing, did pretty well at tetrathlon – until I started smoking *smacks hand*. My parents have a small mares’ stud breeding flat thoroughbreds and my mum’s family own studs in Kildare, so it was almost inevitable that I would follow an equestrian path. I studied for a degree in Equine Management at CAFRE Enniskillen Campus and graduated in 2007. I really excelled in the marketing modules and my tutor in final year urged me to  follow a career in marketing. 

While at Uni I spent a summer interning in Washington DC for Habitat for Humanity in their marketing department. As a result I was able to get a foot in the door at PWC straight out of Uni, in their marketing devision in Belfast. I learned lots about how to be corporate and personality-less. I grew tired quickly and decided to work for a more relaxed organisation, Belfast City Council. I then did the silliest thing ever, and fell in love. DOH! However, it would mean a move to Manchester. My other half (yup, we’re still together nearly 10 years later) is a one of the directors of a software agency and they built a super easy-to-use website tool called PagePlay. I instantly saw its use within the equestrian industry and was given the opportunity to run my own equestrian devision. I don’t think they thought it would work. Fast forward 8 years… roughly 1/3 of all PagePlay sites are horsey! 

In 2010, along with Rhea Freeman – you know her, you’re on her site right now – we set up the Equestrian Social Media Awards (ESMAs). The ESMAs were initially a vehicle through which to spread the good word of social media among equestrian business, and promote PagePlay as an added bonus. They soon became a beast. They ran for four years and by the end we had finalists from every continent and nearly every country. You can see all the finalists and winners’ acceptance speech videos here: http://www.equestriansocialmediaawards.com

The ESMAs exposed a massive gap in the market within the equestrian and rural sectors. During the ESMAs we were inundated by requests from the agencies behind the accounts, with requests for coverage for their work. It suddenly dawned on me… there isn’t a dedicated place for equestrian creative professionals to showcase their work. PR and marketing people are notoriously rubbish as practicing what they preach. Doctor heal thy self, and all that. So that’s where the Equestrian Creative Network came from. 

The Equestrian Creative Network is  a directory and news site for the creative side of the horse world; photographers, PRs, writers, designers and bloggers etc. Members showcase their work with content-rich portfolios and add news stories about their work, their clients’ work and provide valuable information geared specifically towards equestrian businesses. The ESMAs ended in 2014 when we adopted our son (thankfully I stopped smoking by then). Sadly at the moment there just isn’t enough time to run a global online award ceremony. Those were the days!

How is your business different? What makes your products special?

The Equestrian Creative Network is a niche within a niche. We are solely dedicated to showcasing

Liam and one of his parents’ broodmares.

creative talent in all its guises – so long as it’s horsey/country.

If you had to sum up your business in a few words, what would they be?

The place to go to find a creative pro. 

Do you have a motto or ethos?

How can I tailor the Equestrian Creative Network’s reach for each member to get their content in front of the right eyes.  

If you could give one piece of advice to an aspiring business owner, what would it be?

Go for it. It takes time and by goodness it’s a slog sometimes. But if you put the hours in and really take the time to build relationships you’re half way there.

One thing that helps you run the Equestrian Creative Network more effectively

Social media scheduling. Shhhh… I didn’t say that.

Best thing about running a business?

It’s a bit like raising a child. Through your efforts you see it flourish and develop – sometimes in ways you hadn’t thought when starting out. It’s a pain in the butt at times. But always worth it. 

Worst thing about running a business?

Work/life balance is difficult to achieve at times. I need to stop myself. Should stop myself. Step away

from the emails! 

Liam and his first pony, Foxy Lady. Still knocking about. Her retirement role is as a baby sitter for the foals.

Top business blog you follow

I like Social Media Examiner and like following the work of agencies like Social Chain. 

Top business book you’ve read

Not really a business book as such, but Rich Dad Poor Dad changed how I look at money and how to use it. 

Top business achievement

The ESMAs. Just phenomenal!

Where can we find you online (web, social)

http://www.equestriancreativenetwork.com

https://twitter.com/equinecreatives

https://twitter.com/abbeyviewequine

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How does Facebook advert targeting work?

I love a Facebook advert, and the targeting available is just incredible. More than this, it’s really easy to set up. It takes a bit of time and patience, but it’s really worth it. This is more of a basic intro to get you all fired up about Facebook adverts and targeting, I could probably write a book on it…

Let’s start at the beginning…how does Facebook advert targeting work?

How does Facebook advert targeting work?If you have a look at Facebook and select the create ad option, you’ll work through it (after you’ve chosen your objective, etc.) until you get to targeting – which is what this blog is all about about. So, how does it work? Facebook targeting allows you to make sure your ad is shown to the people who have the most chance of wanting to buy or being interested in your product. You can target by geographical location (not just UK, a whole lot more specific than that!), gender, age, language, behaviours and interests (including pages they like), and you can even include or exclude people. You can even target connections. Targeting is great and can make sure your ad is seen by the right people, which is different to magazines. Let me work through one example before I leave you to ponder you own targeting and your next Facebook ad.

And example of Facebook advert targeting in action

Let’s say you make car seat covers – you know, the seat covers that stop hair, mud and other stuff damaging your upholstery. You do loads of car seat covers, but let’s say you want to promote a backseat cover that stops little Charlie’s juice and snacks from making a HUGE mess inside the car. So you’d probably target ladies of childbearing age. Maybe you’d go UK (if that’s who you market to) and you could look to add interests connected to children – and websites/pages too. Maybe somewhere like Mumsnet? Mothercare? NCT? That would be one ad. Or maybe you have the same product but you want to aim it at men who have ‘luxury’ cars that the kids sometimes go it? So you’d change the gender and the interests – maybe you’d think Audi, BMW, Mercedes, etc. Get the picture? Of course, your imagery would be different to appeal to different groups, but can you see what I’m getting at. And this is just an overview, when you get into it, you could can be even more specific if you like.

How specific should you be?

However, a word of warning – being specific is great, but don’t cut off your nose to spite your face and don’t make your potential reach too small. There’s an illustration that shows the size of your potential audience as you add to your targeting, so try and keep the dial in the green to get maximum reach. Find out more here 

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