Nicola Balkind

Community Leader

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I Love Pocket

By Nicola Balkind

Pocket

I bloody love Pocket, so I’m going to tell you about it.

If this reads like an ad, it’s because I don’t know how else to tell you how much I was waiting for this app. I had a pain, and this solved it. In return, I’ll gush about it to anyone who will listen.

Last year I used this app so much I was in the upper 1 percentile of its users. I know, right?

 

Ok Nicola, so what does it do?

It took a long time for the internet to help us to deal with the inevitable information overload that it brings.

In the beginning, there were regular ol’ bookmarks. A bit later tabs finally came into fashion, and various other bookmarklets that allow you to save bits and pieces here and there.

I tried all these things, and would invariably forget to go back to the content I’d squirrelled away in all the tree-knots and shallow-dug holes of the internet.

And then there was Pocket. My very own content crack den. It’s a place to save all the articles and pages and videos and whatever else that you haven’t gotten around to reading online. It’s a plain text reader, it has some great design options, and it’s fully integrated.

Here’s what my Pocket list looks like today:

Pocket list

 

As well as putting the content you want to save for later all in once place, it also pares it down into a really easy-to-read format. It keeps the images and important links, but ditches the ads.

Here’s what a typical post looks like:

New Yorker Pocketed

 

Much better than most websites, right?

 

How does it work?

Pocket button

You can install a Pocket extension anywhere. I use it on Chrome and Twitter across all my devices.

There’s also an app for desktop and iOS/Android devices.

All you do from there is click the Pocket button on a page that you want to save (or a tweet with a link you want to save within it) and it’ll save it to your queue.

Once an article is saved to your queue, you can read it offline, distraction-free!

 

Key feature: Reading

Screen Shot 2015-03-23 at 14.51.10

My favourite features on Pocket are the reading adjustment options and the social sharing.

I stare at a screen for a huge chunk of the day, and it can get pretty wearying. One of my favourite things about Pocket is the Sepia tone reading option. It makes the screen and text more warm-toned, making it easier on the eyes. You can also change the font and text size to suit.

 

Key feature: Sharing

Screen Shot 2015-03-23 at 14.54.21

 

The social sharing options are my primary way of sharing links onto Twitter. It’s also my shortcut for curating my weekly Reading Week link list.

It’s pretty simple. I read a piece I like, and share it directly to Twitter, or to Buffer to go out at a better time, or I highlight a passage and save it to Evernote for later. Voila!

You can also favourite posts by clicking a wee star button, which saves all your favourite articles in a separate list. Pocket Premium also optimises everything you save for comprehensive search.

Years ago, Evernote promoted itself with some of the same features, but it also saves all the information locally, which makes the app a bit of a bloater. In my experience, Pocket is also much faster to sync.

 

Want to give it a go? You can visit the Pocket website here.

––

What’s your favourite read later app? Give me a shout in comments.

Filed Under: Social Media & Content Tagged With: app, getpocket, pocket, recommendation

Email Marketing Basics

By Nicola Balkind

email envelope

Welcome to email marketing 101!

As you may know, although I’ve been providing email marketing services to my clients for over 5 years, I recently started practicing what I preach and began sending out a monthly email newsletter. You can sign up for it here.

If you are serious about your marketing efforts, one of the best ways to get big results from short pieces of content is through email marketing.

Here are some of my key tips and email marketing basics.
 
 

Wait, why do I need an email list?

When it comes to social media and content marketing, email is by far and away the most direct and useful tools at your disposal.

Users don’t give away their details willy-nilly, so receiving their email address is a real gift.

Unlike social media, the majority of adults have email accounts, and the majority of those who have email, use email.

This means that the likelihood that your target customer will see your name in their inbox is much higher than the likelihood that they will see your tweet in their Twitter feed.

Another good reason to have an email list is to get around the limitations of using your personal email account to send multiple messages. Email marketing platforms exist for a reason.

 
 

Choose a platform

Email marketing platforms allow you to store lists, create email templates, and send out your communications to those contacts.

Some are free while others will charge a fee based on your subscriber count and/or the features you require.

My preferred platform is Mailchimp because it has a nice interface, it’s pretty user-friendly and, well, it’s the first thing I used back in 2010 and I haven’t seen any reason to change. Mailchimp is free up to your first 2,000 subscribers and you can also purchase credits for additional features.

I also use Mailchimp’s free sister, TinyLetter, to send out my weekly link list (click to sign up!) through my personal blog.

Some others you might try are AWeber and GetResponse.

Research the market and find the best platform for you.

 
 

Know the rules

There are rules and regulations governing the distribution of email marketing – and many are law.

Most email newsletter platforms/providers will keep a strict eye on how you are using your lists. This is partly to keep in with the law, and partly because each email marketing platform runs on reputation. (This means that if its users are sending out spam, email providers will lose trust in those platforms and their mail will not be delivered as reliably. If emails are not being delivered, that’s bad for business.)

The basics that you need to know are:

1. Any emails that you collect must give full permission to receive your correspondence.

2. A list that has been collected a long time ago, or which has not received emails for some time, is known as a ‘cold’ list. Cold listees will be less likely to open emails and are more likely to unsubscribe.

3. Most platforms will recommend using double opt-in, which means that after your new contact provides their information they will also receive a confirmation email to reconfirm their subscription.

The worst thing you can do when starting a new list is to add each and every one of your Gmail contacts. The open rate will be low, your unsubscribe rate will be very high, and the reputation of your list will rapidly decline.

With that in mind, how do you get started?

 
 

Create your list(s)

Within your account, you will be able to segment lists based on customer types, or create multiple lists for different offerings.

When you are starting out, you will probably only need one list. Create your list and give it a descriptive name so that your subscribers know what they are signing up for.

Once you’ve created the list, get the direct link where users can sign up and begin advertising this wherever you want your community members to see it and sign up.

But first…

 
 

Make your proposition clear

There are two propositions in particular that must be clear to your audience:

1. What the newsletter will be: what information to expect, and
2. How frequently you will be emailing them.

I can’t tell you how many times I’ve signed up for a newsletter and made assumptions about how often I’d receive their messages. I’ve often then received a deluge of 4 or more emails in one week and promptly unsubscribed. This may work for some marketers, but in this case it was much more information than I needed.

A great way to encourage people to sign up is to create an incentive. Depending on your business this could be an informative ebook, a worksheet, or a free consulting call. Any kind of useful download. This incentive can also go a long way to giving your readers a flavour of what to expect from your coming missives.

 
 

Create your standard template(s)

Now that you have your list or lists set up, you’re ready to make a template.

Whether you go for an all-out fancy design or a simple column layout, be sure that you have a striking header image.

You’ll also want to send your sample template email to a few different email providers to ensure that it looks good across multiple platforms. (For example, like with different browsers, an email that renders perfectly on Gmail may struggle on Outlook.)

Your template will serve as your standard layout and should save you a lot of time and effort from email-to-email.

 
 

Market your list

Encouraging sign-ups is an ongoing process, so be sure to market your list at every opportunity.

Some ways you can do this are:

1. Provide opt-in links on your website – for example on the homepage, and/or in the sidebar.

2. Post reminders on your social media channels – don’t be afraid to repeat yourself for those who may have missed it, but equally try not to spam everyone!

3. Share the love – within the newsletter, remind your current readers that they can forward your newsletter on to a friend who might find your content useful.

 
 

Test & adjust

Like with all marketing efforts, you’ll learn which tactics get results along the way.

Your key analytics will be your open rate (what percentage of recipients opened the email), your click rate (how many people clicked and on which links), and any other sales factors relating to these.

Experiment with your subject lines, try different marketing styles to grow your list, and check your results against the industry average.

 
 

And remember…

Along the way, trust your instincts and do some passive research.

What would you want to see and not want to see in your inbox?

What can you learn from the emails that you receive and do click through on?

How can you keep things interesting for your subscribers?

Your Turn

Have you started email marketing yet? If so, how’s it working out for you? If not, what’s stopping you? Drop me a comment below or get in touch and find out if I can help.
 
 

Filed Under: Microbusiness, Social Media & Content Tagged With: aweber, email marketing, getresponse, mailchimp

How Often?

By Nicola Balkind

How Often Should I Post on Social Media?

 

One of the most common questions that I”m often asked when consulting with a new collaborator is a big one:

“How often should I post?”

 

It’s one of the easiest questions to answer, but one of the hardest questions to answer well.

 

The short answer?

As a rule of thumb, I usually say something like:

For blogs, at least one per month, but up to one per week
For Twitter, 1-20 times per day plus retweets
For Facebook, at least 3 times per week
For Google+ and LinkedIn, at least every time you post a blog

If these guidelines sound vague, it’s because they are totally vague.

 

The long answer?

There’s only one way to find out how often you should post.

START POSTING.

 

Maybe it wasn’t so long after all.

The only way to learn what’s right for your audience is through good old trial and error. Try things out, gather your results. Then throw out what isn’t working and focus on the things that are working.

This goes for all types of content, but it also goes for how frequently you post.

As you interact on your social media platforms of choice, listen in. Pay attention to the times of day that are working for your audience. What are they discussing, and in what format? Are they liking pictures first thing int he morning and having debates at lunchtime? These things all factor into your social media and content strategy.

The same goes for blog posts. Are you dragging yourself over the coals to produce 3 blog posts per week that nobody reads? Try scaling back and see if one longer, more content rich blog post per week performs better.

Remember: there is no point in creating tons of content that adds zero value. People have limited time, and it is up to you how much of that time you can encourage them to devote to your output.

Weigh and measure the value your offering against their time until you have a recipe for how often to post. Then keep tweaking.

 

Your turn

How often do you post on your blog and social media channels? What works for your audience?

If you haven’t started yet, what’s holding you back?

Filed Under: Social Media & Content Tagged With: content, frequency, how often should I post?, social media

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