Bryan Kofsky, a Sales System Engineer and technology enthusiast, expertly navigates the intersection of marketing, sales, and AI-driven automation. Currently revolutionizing sales at MDT Marketing, he's a certified HubSpot Solutions Partner and Google Certified Professional. Beyond his professional life, Bryan explores home automation and literature, inviting you to join his journey through his insightful blog.
There’s a Major SEO update in the education sector
Prospective students are using an AI, trending to take over Google for education-related searches.
Does your SEO team have a strategy in place?
According to the 2024 Search Engine Referrer Report, Google still represents 63% of all website traffic referrals.
But, people in search of continuing their education are beginning to use an emerging Large Language Model AI search engine that is pacing to dominate even Google for education-related search queries…
…you know what. This blog isn’t going to do it justice.
Watch the above video and let me know what you think!
I’m reading from Good to Great by Jim Collins and came across “Confronting Brutal Facts.”
Years ago, our team discovered an innovative technology solution. It promised to transform our clients’ ability to engage prospective customers.
Specifically, this solution enabled sending personalized by name, physical mail—automated handwritten cards in our case—to anonymous website visitors. These visitors would not need to fill out a form or identify themselves in any way.
We immediately dove into the technical viability and it turned out, we could indeed do it. It was like magic.
We even had a client with money in hand, ready to be the first customer!
It was a slam dunk.
We had a sale before we even productized the service and it showed plenty of promise, complementing our current products and services.
Thankfully, our team benefits from a CEO with a vigilant eye, always erring on the side of caution. He is meticulous when reading the fine print in all contracts to safeguard us and our clients’ interests.
Our CEO pointed out a single sentence buried within their terms of service (12 pages in a Word Doc). He asked, “Why would the provider have indemnification (essentially not held legally liable) for using their data in the way they suggested we use it?”
This was the thread—a needle in a haystack—that unraveled the entire opportunity.
After some back-and-forth questioning, the idea became more concerning.
Our initial rose-colored glasses began fracturing as we further considered the privacy implications, originally comparing it to the common practice of remarketing.
We researched further and found that another company was in the middle of a lawsuit for offering similar services.
Our teammates started out pumped for such a cutting-edge offering. A technology that our customers wanted and could improve their lead engagement. We immediately realized it was now a no-go.
Confronting the Brutal Facts:
It’s hard confronting brutal facts.
When they go against something you see as a benefit. Something that appears good for the client and good for your company.
It’s even harder to look for those brutal facts when they aren’t immediately obvious.
It takes great courage, experience, forward-thinking, you name it, to even question something that looks like a huge win.
We passed up on a lot of short-term money that day. But, the ability to look for and confront brutal facts is a recipe for long-term success and longevity in business, including partnerships.
This is something that sticks with me, both in business and in my personal life.
Read contracts and ask “Why?” Don’t be afraid of what you might find. Even if it goes against your immediate goals. It just may save you in the long run.
Have you ever narrowly avoided disaster by pulling at threads of what seemed to be a great idea?
Hey, and before you leave go ahead and give my blog a subscribe too!😁
I’ve also expanded the discussion on LinkedIn:
How are you combating with AI? 👊
Generative AI is a powerful tool, but it’s scary.
You might be wondering: “Is it here to take your job?”
“How will you…
🫵 How do you decide when to embrace new technology?
The gap (or “chasm”) between the early adopters,
who are enthusiastic about new technology,
and the early majority, who are more cautious
and value reassurance from previous adopters.
Crossing this chasm is crucial for a product’s
long-term success and market adoption.
Charlie Parker and Bryan Kofsky on value of partnership with Aviation Institute of Maintenance.
I received my first negative comment on YouTube and this is where my brain went.
It’s not every day that the world of hip-hop clashes with digital marketing strategies. Picture this: it’s the early 2000s, and the hip-hop community is electrified by the intense rap battle brewing between Jay-Z and Nas. Jay-Z releases The Takeover filled with sharp words and public scrutiny, mirroring a critical aspect of today’s digital world – online reputation management.
This scenario begs the question: how might Nas’s response to Jay-Z have changed if he had followed a marketer’s playbook? Oh, what might have been.
Good thing you don’t have to initiate the rap battle of the ages to follow along with my strategy for managing your online presence and reputation:
Comprehensive Strategy for Online Reputation Management
1. Proactive Measures
Strengthen Digital Brand Presence:
Regularly update and optimize your website and social media profiles.
Publish engaging, relevant content that aligns with your brand values.
Own the Google SERPs:
Implement SEO strategies for higher visibility.
Monitor and manage the narrative around your brand online.
Promote Reviews:
Prompt satisfied customers to leave reviews on various platforms.
Highlight positive testimonials across digital channels.
Solicit Simple Feedback:
Regularly ask for quick ratings (1 to 5) post-purchase or service.
2. Reactive Measures
Establish a Monitoring System:
Set up alerts for mentions across platforms.
Regularly check review sites and social media.
Develop a Response Plan:
Create guidelines for addressing negative feedback.
Assign team members to manage responses.
Prioritize Transparency and Accountability:
Acknowledge errors and be transparent about rectification steps.
Focus on Timeliness:
Respond promptly to show customers their feedback is valued.
Train Your Team:
Educate staff on handling reviews and the importance of customer feedback.
Tactics for Effective Online Reputation Management
1. Proactive Tactics
Segmentation Based on Initial Feedback:
Encourage customers with positive ratings to leave detailed reviews.
Direct customers with lower ratings to customer service.
Leveraging Positive Feedback:
Use high ratings as marketing tools on your platforms.
Create customer stories or case studies from positive experiences.
2. Reactive Tactics
Personalized Responses:
Address specific concerns raised in negative feedback empathetically.
Problem-Solving Approach:
Offer solutions and, if possible, move the conversation to a private channel for resolution.
Follow-Up on Resolutions:
Ask customers to update their reviews after resolving their issues.
Learning and Improvement:
Analyze feedback for patterns and areas for improvement.
Make changes based on constructive criticism.
Engage with All Feedback:
Respond to both positive and negative reviews to show engagement.
Legal Considerations:
In cases of false or defamatory reviews, seek legal advice.
This comprehensive approach ensures that you not only effectively manage negative feedback but also proactively build and maintain a positive online presence, leading to enhanced customer trust and brand loyalty.
Hey, if you liked my video leave a YouTube comment. If you aren’t satisfied, I’d love to hear from you: contact me here.
You might notice, I had fun filming this, my most ambitious video to date. I was so ambitious that I’m pretty sure I broke the classic 180-degree filmmaking rule. Can you spot it?
Tarantino, Scorsese, I’m so sorry!
Introduction
In today’s fast-paced business environment, maintaining customer and employee loyalty is more challenging than ever. However, insights from psychology can offer powerful strategies for improving retention.
I recently read two books whose concepts really resonated with me when considering how we help our clients with retention – “Influence: The Psychology of Persuasion” by Robert Cialdini and “Atomic Habits” by James Clear.
The Influence of Consistency and Commitment
From “Influence: The Psychology of Persuasion” by Robert Cialdini:
Consistency and Commitment:
Principle: “Once we make a choice or take a stand, we encounter personal and interpersonal pressures to think and behave consistently with that commitment.”
Example: Amazon’s $5,000 offer to employees to quit reinforces their commitment when they choose to stay.
Leveraging Commitment Devices
In “Atomic Habits,” James Clear introduces:
Commitment Device:
Definition: “A commitment device is a choice you make in the present that locks in better behavior in the future.”
Historical Example: Victor Hugo’s method to beat procrastination. He had his assistant lock all of his clothes in a chest leaving him only a large shawl. Since this discouraged him from going out in public, the Hunchback of Notre Dame was finished 2 weeks early.
Modern Example: Thomas Frank’s alarm system. If he doesn’t wake up within 10 minutes an embarrassing tweet is deployed with an offer to send recipients $5 through Paypal.
Commitment Device, using Thomas Frank’s alarm automation as an example.
Applying These Principles Ethically
As Cialdini points out, using these psychological principles ethically is crucial. He writes, “[Marketers] who play fairly by the rules of shortcut responding are not to be considered our adversaries; to the contrary, they are our allies in an efficient and adaptive process of exchange. The proper targets for counter-aggression are only those who falsify, counterfeit, or misrepresent the evidence that naturally cues our shortcut responses.” We rely on certain cues for efficient decision-making; professionals who use these cues ethically help facilitate an exchange that is good for the consumer (a win-win).
An Example of How We Do It at MDT
How can these principles be applied in modern marketing?
Social media provides an excellent platform for employing commitment devices.
MDT’s Wear & Share AR Glasses ingeniously leverages these concepts.
MDT’s Wear & Share AR Glasses:
See how MDT’s AR Glasses can revolutionize your school’s marketing strategy, leading to higher engagement and retention rates.
What It Is:
A digital product that allows a newly accepted student to share on social media that they have been accepted while wearing the school’s branded glasses.
How It Works:
In place of an outdated acceptance letter, accepted students receive an inspirational personalized video with instructions to share their good news.
The video invites them to take a selfie using the school’s AR-branded glasses.
Students are encouraged to post their selfies on social media with a custom hashtag, sharing their acceptance news.
Concepts of Consistency and Commitment:
Public and Social Commitment:
By posting their selfie on social media, students make a public commitment to their education journey.
Positive Reinforcement:
The likes and comments on social media posts create a supportive environment.
Overcoming Self-Doubt:
The public declaration helps students overcome fear and self-doubt by recognizing their support system and reinforcing their decision.
Benefits of the Approach:
Enhances the excitement and significance of the acceptance experience.
Strengthens students’ commitment to their educational path through a public declaration.
Uses social media’s influence to foster a sense of community and belonging.
Encourages consistency in decision-making by reinforcing the initial choice to pursue education at the school.
In conclusion, the insights from Cialdini and Clear are not just academic; they offer practical concepts that can be adapted to various industries, including marketing and sales. By understanding and applying these principles thoughtfully, businesses can enhance their engagement and retention strategies in an increasingly competitive marketplace.
Below is the transcript of the above video, which was inspired by my LinkedIn Post.
Transcript
Marketing is quickly becoming the NHL in 2005 when the game changed forever. Just like the league was dealing with new rules and a faster pace, marketers are dealing with a massive game shift: The rise of generative AI.
Skate to where the puck is going, not to where it has been.
-Wayne Gretzky’s Father
Aside from this not being the greatest hockey quote, because you’d find yourself often out of position, this quote has been on my mind as chatGPT has been changing the marketing and business landscape. The NHL went through a lot of changes making the game faster and more offensive. This included removing the two-line pass, adding additional penalties, and expanding the offensive zones. The same could be said for marketing with the rise of generative AI, increasing the speed of workflows, content ideation, reporting, and more.
Though it’s important not to get distracted by AI as a shiny object. It’s important to know where the puck is, but also the ability to see what else is developing on the ice. As a defenseman, I would anticipate where an offenseman was going to receive the pass, and nothing like an open ice hit. However, I have to be aware of what else is developing on the ice because I could bring myself out of position creating an opening for the other team’s offense.
In the case of AI, so many people are skirmishing for the puck, how do you uncover the ultimate prompt? Eventually, prompts will be more intuitive and become the new floor. And then what? At least the AI gurus who are promising millions of dollars a month will be gone with it.
It’s crucial that we develop a strategy that allows us to be flexible as AI changes and ultimately as the game evolves with it. GMs are constantly having to make their bets accordingly, and those who didn’t adapt to the faster, more offensive pace of the game found themselves going into slumps. AI is this to the business landscape. The key is to anticipate how it plays out and adopt the best positioning both before and as it develops.
To amend the quote, skate not just to where the puck is going, but anticipate the most crucial point and be there first, before the puck and everyone else even thinks to be there. And at the very least, skate with your head up.
If you’re in marketing and following generative AI, you’re seeing signs of ChatGPT all over. It’s likely in your own work too. But, what’s our relationship? Is it an assistant lifting us to new heights or our descent in the race to the lowest common denominator.
✅ I’m not a robot
* I know what you’re thinking, but that’s not ChatGPT. That’s 100% Bryan 😄
A Quick Look Under the Hood
ChatGPT is trained using a method called supervised fine-tuning. This training is on a large amount of text from books, websites, and other sources in a process called pretraining. It learns language patterns, facts about the world, and some reasoning abilities.
These models don’t “understand” text in the human sense. They become incredibly good at recognizing patterns. The result is that it’s responses often mirror the most common trends and phrases.
Deja Vu Moments with ChatGPT
Here’s something I’ve noticed, both in my interactions and in what I’ve come across many media channels.
Familiar words and phrases that are starting to crop up more than usual:
“Harnessing the Power of…”
“Delve into the transformative world of…”
“Unlock the Power of…”
“Game-changer”
“Deep dive”
“In the realm of…”
And then there’s also a certain brand of humor that I can’t quite put my finger on. You know it when you see it.
While these may actually be punchy phrases, they’ve become predictable (a nice word for lame).
My theory is that ChatGPT has an elementary idea of what makes a good headline, for example. It knows the components but doesn’t understand why so it can create diverse effective alternatives.
How to Make Killer Headlines that Do Not Scream ChatGPT
One day ChatGPT (or other LLMs) will also have specialized expertise.
Tools like Headline Analyzer use a set of criteria as a guide to creating compelling headlines.
Below is a basic outline to craft a headline in a way that ChatGPT doesn’t (at least not by default).
Engaging Headline Types
List: “5 Hidden Phrases to Avoid So You Don’t Actually Look Like ChatGPT”
How To: “How to Make Killer Headlines That Do Not Scream ChatGPT”
Question: “Have You Seen the Horrific AI Headlines Made With Lack of Imagination?”
Headline Word Balance
Common Words: 20–30%.
Uncommon Words: 10–20%.
Emotional Words: 10–15%.
Power Words: At least one.
Word Balance Type Examples:
Common Words
a
about
after
and
her
how
this
why
these
what
your
things
Uncommon Words
actually
awesome
baby
beautiful
heart
here
more
right
see
social
world
year
Emotional Words
absolutely
attractive
blissful
bravery
confessions
danger
dollar
spotlight
valuable
results
wonderful
zinger
Power Words
amazing
big
breakthrough
chance
destroy
exploit
forget
pay
scream
steal
urgent
wealth
Headline Length
12 words
60 characters
Sentiment
Positive sentiments: the way to go for best overall results
Negative sentiments: more engaging than neutral, but will turn off some of your audience
Neutral sentiments: Take a stance, and have a point of view.
Reading Level
This is a rule for copywriting across the board.
Simple is the new sophisticated:
Write at a 6th-grade reading level
The Hemingway Editor App is great for reading level adjustments as well.
Bonus: Social Media Post Recommendations:
🚀 Emojis – A ChatGPT 🤖 Love Afair 💘
Emojis have their use
Adding eye-catching color, emotion, and clarity.
Capturing attention in email subjects, and this trend translates to social media posts
ChatGPT’s Use and Abuse
The good: makes use of emojis that are technically contextually correct.
The not good: Frequency – will include emojis in every sentence of social posts if you let it
A couple of emojis are great, but we’re not decorating a Christmas tree here. 🎄🚫
Because I’m Silly:
In fairness, I told ChatGPT to ramp up the emojis to exaggerate my point:
## 🚀 **Emojis - A ChatGPT 🤖 Love Affair 💘**
### Emojis have their use 🌟
- Adding eye-catching color 🌈, emotion 😊, and clarity 🔍.
- Capturing attention 👀 in email subjects 💌, and this trend translates to social media posts 📱💬
### ChatGPT’s Use and Abuse 😇😈
- **The good:** makes use of emojis 😃 that are technically contextually correct ✅.
- **The not good:** Frequency 🔄 - will include emojis in every sentence of social posts if you let it 📝
- A couple of emojis are great 😁, but we’re not decorating a Christmas tree here 🎄🚫.
My EYES! 😎😎😎😎😎😎
Making ChatGPT Work for Marketers
So, we’ve got this tool, which, while incredibly powerful, sometimes seems to take the road frequently traveled. How do we, as marketers steer it in the direction we want?
Content Ideation: ChatGPT is great for brainstorming and organizing your ideas. It can even help you create visual content faster.
Workflow Automation: You can have ChatGPT write VBA code to automate PowerPoint slides for repurposing content.
Test Custom Instructions: block the played-out phrases. Instruct it to use a diverse set of power words.
Use the right tool for the job: know when you shouldn’t use AI and when there’s no substitute for a dedicated tool.
The same goes for other marketing initiatives like audience and keyword research
Feedback Loop: Tell ChatGPT what you want.
Direct and Specific: Be clear in your prompts.
Continuous Learning: The allure of AI tools like ChatGPT is their ability to learn from interactions. The more you engage and correct, the better the outputs become.
Custom instructions setting for personalizing user experience.
In Conclusion…
ChatGPT can be a powerful tool in your utility belt. It’s just important to use it with intention, a strong input, and always make the final product yours.
Keep experimenting, keep refining.
And remember, while ChatGPT can suggest “Harnessing the Power…”
but only you can harness the power of your unique point of view.
***🎤 Drop***
Want to Stay Updated on My AI Adventures?
Join the 16,000+ people I’m optimistically predicting, to the point of silliness, will see this blog someday… and get my updates straight to your inbox!
In today’s digital landscape, creating automations to improve workflows and efficiencies is crucial. With the rising popularity of ChatGPT and generative AI, more and more professionals are finding innovative ways to gain an edge (and here’s how you can use ChatGPT for content without being generic).
In this blog, I’m going to demonstrate how to automate PowerPoint presentations using ChatGPT to generate VBA code. This post was inspired by a LinkedIn post conversation with Wil Reynolds, who asked his network for suggestions on how to use AI to improve presentations and communications.
What’s cool about this is that you don’t need to be an expert on VBA code. If you can follow short step-by-step instructions, you’ll be good to go!
Use Case: repurposing my content. If I take one (or several) of my blogs, I can quickly reformat it into a presentation.
Check it out for yourself:
Step-by-Step Guide to Automating PowerPoint with ChatGPT
ChatGPT Prompting: Open a new ChatGPT chat and enter your prompt along with labels and text for each slide. See the prompt I used below.
VBA Code Generation: Upon feeding the above prompt to ChatGPT, it returns with a VBA code specifically tailored for PowerPoint. This code will be used to automate the PowerPoint creation process. See the VBA code it provided below the prompt example.
Integrating VBA into PowerPoint: a. Open PowerPoint. b. Press Alt + F11. This will open the VBA editor inside PowerPoint. c. Navigate to Insert > Module. This action will create a new module. d. Once the new module is open, paste the VBA code that ChatGPT generated for you. e. Save your work by hitting the save icon or by pressing Ctrl + S.
Executing the VBA Code: With the code now in place, run the code by pressing the green “Play” button or hitting F5. Boom! Watch as PowerPoint populates your slides using the imported text.
My Prompt Example
Write this into a VBA code for PowerPoint:
---
## title: "The Rise of the Eagles: The Journey to the 2018 Super Bowl"
---
slide: 1
title: "Introduction"
content:
- The Eagles' remarkable journey.
- The underdog story that captured America.
---
---
slide: 2
title: "The Head Coach: Doug Pederson"
content:
- Hired in 2016, Pederson's leadership transformed the team.
- Created a dynamic and aggressive offensive strategy.
- Fostered a tight-knit team culture.
---
---
slide: 3
title: "Carson Wentz's Stellar Season"
content:
- Drafted 2nd overall in 2016.
- In 2017, threw for 33 touchdowns in just 13 games.
- A frontrunner for MVP before his injury.
---
---
slide: 4
title: "The Backup's Rise: Nick Foles"
content:
- Stepped up after Wentz's injury.
- Had previous success with the Eagles in 2013.
- Played some of the best football of his career in the playoffs.
---
---
slide: 5
title: "Defensive Dominance"
content:
- Ranked 4th in total defense.
- Fletcher Cox led a formidable front.
- Malcom Jenkins provided veteran leadership in the secondary.
---
---
slide: 6
title: "Offseason Acquisitions"
content:
- Acquired key pieces like Alshon Jeffery and LeGarrette Blount.
- Trades and free agent signings provided depth and talent.
- Front office's shrewd moves set the team up for success.
---
---
slide: 7
title: "The 'Philly Special'"
content:
- Trick play in the Super Bowl that defined their aggressive approach.
- Foles caught a touchdown pass on 4th down.
- Embodied the team's fearless attitude.
---
---
slide: 8
title: "Overcoming Adversity"
content:
- Many key players faced injuries throughout the season.
- The "next man up" mentality prevailed.
- Overcame the underdog label to triumph.
---
---
slide: 9
title: "The Super Bowl LII Win"
content:
- Faced the New England Patriots.
- High-scoring game ended 41-33.
- First Super Bowl win in franchise history.
---
---
slide: 10
title: "Conclusion"
content:
- A season of trials and triumphs.
- A true team victory – from the front office to the players.
- A historic moment for Philadelphia and its fans.
VBA Code Provided by ChatGPT
Sub GeneratePresentation()
' Declare variables
Dim pptApp As Object
Dim pptPresentation As Object
Dim pptSlide As Object
Dim pptTextbox As Object
Dim slideIndex As Integer
Dim contentIndex As Integer
' Create a new PowerPoint application and presentation
Set pptApp = CreateObject("PowerPoint.Application")
pptApp.Visible = True
Set pptPresentation = pptApp.Presentations.Add
' Set presentation title
pptPresentation.Slides.Add 1, 1 ' Slide 1
pptPresentation.Slides(1).Shapes(1).TextFrame.TextRange.Text = "The Rise of the Eagles: The Journey to the 2018 Super Bowl"
' Add the content
For slideIndex = 1 To 10
' Add a new slide
Set pptSlide = pptPresentation.Slides.Add(slideIndex + 1, 1)
' Slide titles and content
Select Case slideIndex
Case 1
pptSlide.Shapes(1).TextFrame.TextRange.Text = "Introduction"
Content = Array("The Eagles' remarkable journey.", "The underdog story that captured America.")
Case 2
pptSlide.Shapes(1).TextFrame.TextRange.Text = "The Head Coach: Doug Pederson"
Content = Array("Hired in 2016, Pederson's leadership transformed the team.", "Created a dynamic and aggressive offensive strategy.", "Fostered a tight-knit team culture.")
Case 3
pptSlide.Shapes(1).TextFrame.TextRange.Text = "Carson Wentz's Stellar Season"
Content = Array("Drafted 2nd overall in 2016.", "In 2017, threw for 33 touchdowns in just 13 games.", "A frontrunner for MVP before his injury.")
Case 4
pptSlide.Shapes(1).TextFrame.TextRange.Text = "The Backup's Rise: Nick Foles"
Content = Array("Stepped up after Wentz's injury.", "Had previous success with the Eagles in 2013.", "Played some of the best football of his career in the playoffs.")
Case 5
pptSlide.Shapes(1).TextFrame.TextRange.Text = "Defensive Dominance"
Content = Array("Ranked 4th in total defense.", "Fletcher Cox led a formidable front.", "Malcom Jenkins provided veteran leadership in the secondary.")
Case 6
pptSlide.Shapes(1).TextFrame.TextRange.Text = "Offseason Acquisitions"
Content = Array("Acquired key pieces like Alshon Jeffery and LeGarrette Blount.", "Trades and free agent signings provided depth and talent.", "Front office's shrewd moves set the team up for success.")
Case 7
pptSlide.Shapes(1).TextFrame.TextRange.Text = "The 'Philly Special'"
Content = Array("Trick play in the Super Bowl that defined their aggressive approach.", "Foles caught a touchdown pass on 4th down.", "Embodied the team's fearless attitude.")
Case 8
pptSlide.Shapes(1).TextFrame.TextRange.Text = "Overcoming Adversity"
Content = Array("Many key players faced injuries throughout the season.", "The ""next man up"" mentality prevailed.", "Overcame the underdog label to triumph.")
Case 9
pptSlide.Shapes(1).TextFrame.TextRange.Text = "The Super Bowl LII Win"
Content = Array("Faced the New England Patriots.", "High-scoring game ended 41-33.", "First Super Bowl win in franchise history.")
Case 10
pptSlide.Shapes(1).TextFrame.TextRange.Text = "Conclusion"
Content = Array("A season of trials and triumphs.", "A true team victory – from the front office to the players.", "A historic moment for Philadelphia and its fans.")
End Select
' Add content to slide
For contentIndex = LBound(Content) To UBound(Content)
Set pptTextbox = pptSlide.Shapes.AddTextbox(Orientation:=1, Left:=100, Top:=100 + (contentIndex * 50), Width:=600, Height:=40)
pptTextbox.TextFrame.TextRange.Text = Content(contentIndex)
Next contentIndex
Next slideIndex
' Clean up
Set pptSlide = Nothing
Set pptPresentation = Nothing
Set pptApp = Nothing
End Sub
In Conclusion
The future possibilities for improving workflows appear to be limitless, as generative AI will only get better.
How have you leveraged ChatGPT and other generative AI to enhance your workflows?
Share your experiences, tips, or challenges in the comments below!
Join the 16,000+ people I’m predicting, optimistically to the point of silliness, will see this blog someday… and get my updates straight to your inbox!
It’s that eerie time of year when things go bump in the night. But, for businesses, there are horrors far more terrifying than any ghoul or ghost. Let’s uncover the five horrors haunting your lead response conversions this October.
1. The Ghost of Missed Leads:Spine-chilling missed leads. They disappear, and no seance can recover the opportunities lost in their wake. Can you hear the void in your conversion rate?
2. Killer Competitors:Competitors, even at Jason’s slowest pace, outpace your response time. Every missed moment they’re inching closer to snatching your precious leads.
3. Compliance Nightmares:Venturing off the path, reps stray from the script, and suddenly, it isn’t just about delivering the wrong message—it’s the stuff of compliance nightmares, like Freddy Krueger , they can scar any business.It’s no wonder you’re kept up at night.
4. The Zombie Messages:Automated communications can sometimes become emotionless– lacking substance and life. These messages do nothing but induce yawns or, even worse, drive prospects away in disinterest. Eating your brain might actually be a welcomed excitement.
5. Echoes in the Void:It’s not enough to simply reach out. Using the wrong channel can feel like shouting in an endless abyss—a haunting silence, filled with missed connections and lost opportunities.
Banish These Horrors with Five Powerful Elixirs:
1. Automation Magic:Equip yourself with communication tools that deploy automatically. This ensures that no lead goes uncontacted, leading to…lead decay.
2. The Speed-to-Lead Spell:Why wait for competitors to make their move? Strike with agility and speed, ensuring you’re the first to engage and while inquiries are at their peak level of interest. In highly competitive spaces, be it industry-specific or channel-driven, I’ve seen the need to reduce ‘speed to lead’ to within 1 minute.
3. Command Over Content:Ensure that the information relayed is accurate, up-to-date, and compliant. A controlled narrative keeps everyone on the right path.
4. Bewitching Content:In the age of AI elevating text communication, personal touches become even more crucial. Video, in particular, emerges as a captivating medium, allowing for more genuine and human connections. Engage your prospects with content experiences. From ultra-personalized videos and AR engagements to handwritten cards, make every touchpoint magical.
5. Omni-Channel Potions:Forge connections across realms. Whether it’s through text messages, emails, retargeting on social media, or even the timeless charm of direct mail, be everywhere your prospects are.
Conclusion: This Halloween season, don’t let these terrors spook your conversions. With the right strategies in place, you can turn these horrors into tales of success. Here’s to a month of magical conversions and bewitched prospects!
Join the 16,000+ people I’m predicting, optimistically to the point of silliness, will see this blog someday… and get my updates straight to your inbox!
Ever wonder why your LinkedIn video posts get high impressions regardless of engagement? I have. My video posts have half the engagement of posts with other content types and still have the most reach. Why?
This question extends beyond LinkedIn and has everything to do with video.
LinkedIn Video content receives more impressions but lower engagement rates.
Theory:
Video view metrics hold more algorithmic weight than likes, comments, and reposts. These are metrics like views, viewers, and minutes viewed (we’ll expand on these soon).
Deciphering Video Low Engagement
So then, that brings the question, why would someone watch the video, but not engage?
There could be several reasons:
The videos themselves might not be engaging
The content might not resonate with my audience
The video might be too long causing people to lose interest before engaging.
What if there’s a hidden explanation? What if my target audience is actually taking an invisible action?
The Elusive Power of Zero-Click Content
Now, what if I told you that regardless of the engagement rate, I receive the most value from video? LinkedIn has its own (self-serving) motives for how it presents its reporting and I won’t be bound to it. The purpose of its reporting is for you to make post optimizations based on their goals. These goals include keeping as many people engaged on their platform as possible.
Posting video has brought me a multitude of benefits. An increase in traffic to my blog, offline and email conversations, and word-of-mouth.
Boost in Bryan’s Blog traffic since posting on LinkedIn.
These benefits align with what Amanda Natividad at SparkToro coined “Zero-Click Content.” “Content that offers valuable, standalone insights (or engaging material), with no need to click.” Create great content without diverting users away and you’ll receive value in return. It’s important to understand, that this value is in the form of a “hard-to-measure brand lift.”
Now, Amanda included “engaging material” in her definition. LinkedIn defines engagement as likes, comments, and reposts. I insist this also expands into video view performance.
My goal is deeper than numbers. It’s about fostering genuine connections with marketing professionals and business leaders. This would be in the form of potential clients, collaborators, and mentors. The indirect actions of Zero-Click Content support that.
So, what if I optimize based on LinkedIn reporting in a vacuum?
There might be some hidden metrics we can calculate.
Analyzing LinkedIn Video Metrics
LinkedIn provides the following metrics for video:
Impressions: Total number of times your post was displayed
Engagements: Total number of engagements on your posts, including reactions, comments, and reposts.
Views: Number of times this video was watched for more than 2 seconds
Viewers: Number of unique people who watched this video for more than 2 seconds
Minutes Viewed: Total minutes this video has been watched for views more than 2 seconds.
To add extra insights, I calculated the below metrics:
Engagement Rate:
Engagement/Impressions
Video View Rate:
Views/Impressions
Avg Repeat Viewer Rate:
Viewers/Views
Avg % Viewed:
(Average View Time Per Views/Video Duration)*100
Total possible view time: Views * Video Duration
Average view time per viewer: Minutes Viewed/Viewers
Optimizing for Reach and Staying Aligned with Goals
What if I wanted to expand my reach and work on gaining more impressions?
Here’s how I would use the extra insights:
Engagement Rate:
Check whether my message resonates with my audience. Optimize for a clear and compelling call to action.
Video View Rate:
Ensure the first line of my post (the headline) is compelling enough to drive people to view the video. Consider the effectiveness of my thumbnail. Anything I can do to stop someone from scrolling past (look at me! Look at me!)?
Avg Repeat Viewer Rate:
Was the content of my video valuable enough for someone to want to watch it again? In other words, what’s the replay value?
Avg % Viewed:
Did my video hold viewers’ attention? Should my videos be more concise?
Then, I would review which videos performed best in each metric, make hypotheses on why, and test.
Heatmap insights into video LinkedIn post performance.
Here’s a potential pitfall: if I narrow my focus to LinkedIn metrics. I may expand my reach but how would I know how this impacts the reach of my target audience? What if it expands my reach, but is a turnoff for my intended audience? LinkedIn gives little reporting to understand that.
In conclusion, many marketing tacticians get tripped up in the weeds. While platform metrics help, our primary goal – serving our target audience is vital. Instead of ‘feeding the algorithm,’ let’s focus on valuable content for our audience. Strategic focus is number one.
Bryan: “Instead of “feeding the algorithm,” let’s focus on valuable content for our audience.”
Join the 16,000+ people I’m predicting, optimistically to the point of silliness, will see this blog someday… and get my updates straight to your inbox!
