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Create Powerful Personas

Creating a persona helps all marketers (and startups!) produce that person who will use / interact with your product or service. Building a great persona ensures that you are not only targeting the right people with your marketing narrative but also ensures that you look at the delivery of that product or service from the point of view of your client. Far from being a purely marketers task, often great personas can come from outside of your marketing team. We have included our entire team in the building of personas in the past – it has challenged our developers to look at the end-user of the product and across the board has provided valuable input. This runs through from product development to client and partner relations as well as helping define marketing campaigns. In fact, the fantastic tool personapp (more later!) said that “the act of creating it has as much value as the artefact you will be creating” and this is entirely true. How to build a persona You’re not just building a caricature – this is a person. We recommend you start with a user that you already know of – this gives you a real basis to flesh out a starter. What are the points here that are then a commonality which may feed into your created personas? You need to focus on: Who Who is this person? What is their age? gender? position? role? Habits Building from the who, what behaviour traits do they possess, what are their habits? (these could be vital into finding and utilising the correct marketing channels). Who are they working...

Now you can embed forms on your site in minutes!

We’re very excited to announce a new feature in 7Sheep – the possibility to embed public forms on your own website! And you won’t believe just how easy it is – in just three simple steps. Within an existing Activity, open Activity Settings In the Right Hand Pane, look underneath ‘Hint’ (see the red arrow in the picture above) Copy and paste this text into the HTML version of a page on your website And that’s it! This javascript snippet will do its magic on your webpage, including displaying a larger/smaller form depending on the number of fields you have, if you have included hidden fields etc. It will also automatically adapt to error messages for you too! And, of course, picks up the design settings you have defined. Want to get on board with marketing automation that is this easy? Contact us to find out more! Or, sign up for a free...

4 Easy Tips for a Better Contact List

Contact Databases, lists, client and potential client lists, potential leads, stakeholder lists – this is the life blood of most organisations and how we communicate. They come in all kinds, the amazing and the ugly. We’ve asked and analysed some of the best databases of our clients to bring you our top tips on how to create a functional database that works best for you. Done right, you have an incredibly powerful resource that you can easily segment (this means you can communicate your messages more directly and personally). Done badly and your list is as good as useless… 1) Salutation and title should be separate There are professors, doctors, medical doctors and engineers. In certain countries you have a myriad of titles which also won’t tell you their gender. These may also not be the way you write to them, for example a Minister will have a different formal title and salvation. Keep these separate and you will be able to easily automate mailings and address people in the correct terms (note that with 7Sheep every field can be included in an e-mail so that, as each e-mail is sent, it is personalised by the system on your behalf). 2) Be careful about storing gender This is two-fold. Have a look at the Facebook Gender options and you will see why on the one hand this can be a difficult list to create. On the other hand, we have been told that there are some countries, where gender is not deemed a necessary piece of information and by storing it without consent, you are contravening data protection law....

The Most Challenging Obstacles to Marketing Automation Success

Ascend2 published a report on Marketing Automation Strategy. It gives a fascinating insight into not just adoption rates of marketing automation but also obstacles to its success. Lack of strategy, tool complexity and budgetary restraints are the three most commonly cited obstacles to marketing automation adoption, according to the the recent Asecend2 Marketing Automation strategy survey. And yes, only 7% of companies asked within the same survey did not have their sights set on implementing some Marketing Automation in the near future. According to nearly half (45%) of all companies surveyed, the most challenging obstacle to marketing automation success is the lack of an effective strategy. Expectations for marketing automation are however very high as 65% of companies stating that it is “very important” to the overall success of their marketing program. However, another interesting take-away is that only 24% of companies would only implement Marketing Automation using only in-house resources. Which means that there is a huge scope not just for external consultants but underlines the idea that these tools are complex. This means, for us, we have a great challenge to not only carry on simplifying without losing the power of the tool but also help to educate so that marketing automation is not seen as too complex to implement in-house. Want to see how easy marketing automation can be? Contact us to find out more! Or, sign up for a free trial and see why 7Sheep is marketing automation made...

How to create subject lines worthy of being clicked

The Next Web re-published an article this week from Customer.io which goes through different research / annecdotal evidence for what gives the best click-through rate for e-mails. The piece essentially discusses the two major driving factors behind opening e-mails: Utility and Curiosity. This is the boiled down version: 1. Utility Mailchimp research on Subject Line comparison shows that read rates for e-mails increase when there is an informative subject line stating the contents and/or purpose of that e-mail. In fact, when summing up the research that Mailchimp carried out, this was their conclusion. So what’s our advice when it comes to email subject lines? This might sound dead-simple, but here you have it: Your subject line should (drum roll please) describe the subject of your email. Yep, that’s it. Utility wins each time. The vast majority of articles and advice that you will read on e-mail subject lines will exhort you to go with the simple and descriptive. Here, you can also use your knowledge of your client data, their interactions and how they signed up to a list to personalise this even more. If you are still building your relationship with them, they are not even at the top of the sales funnel yet, then simle informative non-sales e-mails are best. However, if they have already expressed interest in your product then you are going to be sending very different e-mails, with stronger calls to action and a more descriptive e-mail subject line. 2. Curiosity From the piles of content marketing advice that we will all have read, we know by now that posing a question in a...