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Bridget Willard

My Favorite Things
April Wensel encouraged us to write a list of our one hundred favorite things. Okay. I’m in.

Though I couldn’t come up with a full one hundred at the time, I’m updating this until I get to that.

You might also like to read 100 Things About Me.

https://twitter.com/aprilwensel/status/1162355926025867264

Here are my favorite things in no particular order:
1. 1. Hydrangeas
    
    Sweat Peas
    
    Filet Mignon
    
    Butter melting on bread
    
    Ginger ale
    
    Casamigos Tequila
    
    Angels Envy Whiskey
    
    Big Sur
    
    The smell of pine trees in the morning
    
    The way light filters down through trees in the late afternoon
    
    The sun on my face
    
    Salt air filling my lungs
    
    Watching the sunset
    
    Kaymak
    
    Everything Bagels
    
    Candy Kiss Perfume by Prada
    
    Crater Lake
    
    Feeling understood
    
    Singing ballads
    
    Watching jazz live
    
    Olukai flip flops
    
    400 count cotton sheets
    
    Sleeping in on a Sunday morning
    
    The way sloths smile
    
    Playing Gin Rummy
    
    Laughing with others
    
    Inside jokes
    
    Shared glances
    
    A secret
    
    Kit Kats
    
    Red Vines
    
    Lemon meringue pie
    
    Citrus scents
    
    A long, hot bath
    
    Time alone
    
    The sound of children laughing
    
    The smell of bread baking
    
    The way a kitten’s paw feels
    
    Giving dogs belly rubs
    
    Feeling safe
    
    Paisleys
    
    Argyle
    
    Penny Loafers
    
    The feeling off hot coffee down the back of my throat
    
    The intimacy of your hair being washed
    
    The sound boats make as they bounce up and down at the harbor
    
    A lightning show in Fort Worth
    
    Poems that make you feel alive
    
    Songs that bring you back in time
    
    Friends who see you
    
    Giggling for no reason
August 18, 2019
Email the Right People — Don’t Just Build a List

When it comes to email marketing, it’s tempting to have a large list. A large list doesn’t help you. The right list does. Let’s face it. Bigger is not better.

As people, we like to be able to brag about the size of our lists.Do you want to be able to say that you have a list of 10,000 people or 72?

Email Marketing — Bigger is Not Better

You’ve most likely read at least ten articles on how to build your email subscriber list. If you’ve been on Twitter today, maybe you read 25. But bigger isn’t better. You want to email the right people, not just whomever.

Reach Your Audience Where They Are

Some would say that since I have over 16,000 Twitter followers, my list should be larger. To that I say, no. It’s okay that people prefer to read this article in their email client or when I post it to social media.

Email Marketing Audiences

If you are reading this in your email, it’s because you subscribed to this blog. That means you want to read my posts. It’s being delivered by Postmatic, my favorite service and client. That’s fine. You want to read my articles. Otherwise, you’d unsubscribe.

Right now, I have 107 subscribers to this website’s blog though Postmatic. That’s good. It’s healthy.

The Right Tools for the Right Audience

For my blog, Postmatic is perfect. I still need to communicate with my existing clients and sales leads. This is why I started using Mailchimp again.

I exported my clients from FreshBooks. Then I created an audience in Mailchimp with those folks alone. My friend Amy Hall is a Mailchimp Expert if you need help doing this for your own business. (I don’t offer that as a service.)

Email Marketing to Clients

I sent them special promotions that I was running. Most likely, since I manage many Twitter accounts, they won’t see my tweets. Honestly, most people like receiving emails — especially if they are GenX or Boomers.

I sent two simple campaigns with clearly-defined offers.

What are my open rates?

For the last two campaigns I had over 65% and 50% open rates. I had 3 unsubscribes. I love unsubscribes. You know they’re not interested.

My open rates are way above industry standards. Why? It’s simple. I’m only emailing those people who are interested.

What were the results?

Yes, I know. “The proof of the pudding is in the eating.” I sent the second email August 7 and by August 8 had $100 worth of extra work. It helps me and it helps my client.

Was it worth it? Yes. Even those who haven’t responded are now aware that I have an offer this month. Furthermore, they can expect similar offers in the future.

Much better than a random coupon, I’m reminding my clients about me, my services, and my brand.

What’s the lesson?

Do something. Send it to the people that matter. Don’t worry about numbers. Worry about quality.

August 9, 2019
Which new platforms should businesses be on?

I asked my audience what they’d like me to address sometime back and this question was posed: “Which new platforms should businesses be on?” I’m not sure people will like my answer, but let’s go for it anyway. My quick answer is stop chasing new. Be consistent on what you have.

Further, I was asked where to best spend your time since things change awfully fast.

Human Behavior Doesn’t Change.

Here’s the thing. Tech changes. Human behavior does not.

[bctt tweet=”Technology changes; human behavior does not. ” username=”BridgetMWillard”]

As humans, we are social. We need to feel love and belonging. Loyalty matters. As we go about our day, we engage in small talk which builds and maintains relationships. Small talk can be about the weather at the bus stop, in an elevator, on or Twitter. We share our day with the next-door neighbor standing in the driveway or by posting a photo of our lunch on Instagram.

Today, the strawberry plants I grew from seeds are flowering. I texted this to my mom and put it on Instagram.

We are created to share experiences and tell stories. That will never change. Where we tell our stories (technology) may evolve over time, but gaining trust and loyalty (behavior) is always down to engagement (conversation).

New Social Media Platforms in 2019

I honestly don’t know any new social media platforms that a business might use. What I do know is that platforms will always arise and the good ones will stay — like Twitter, Facebook, and LinkedIn.

“I often get asked what the next big app or social media platform will look like. The truth is, I don’t predict. I’m a counterpuncher—I react.” Gary Vaynerchuk, 2016

Mark Whitehurst from Marketo says you should pay attention to Vero, Musical.ly, and Steemit. Search Engine Journal talks about the 7 biggest platforms and names existing ones. Truthfully, it can be anyone’s guess.

The downfall of looking for the newest, shiniest tool is that the audiences continually grow. So, in 2011 Snapchat came on the scene and a number of their audience migrated from Instagram. Instagram was no longer the “young people’s platform,” whatever that means, it was Snapchat. Gen Y and Z have increasingly made their conversations one-to-one or one-to-many in private group chats.

How does a business get in on private conversations?

Businesses saw the opportunity with Snapchat and their filters. Everyone copied Snapchat including Instagram and Facebook and there are frames and branded filters everywhere. It’s the same as sports stadiums. They used to be named after heroes. Jack Murphy Stadium became Qualcomm Stadium. I believe Wrigley Field was one of the first to brand a stadium. But I digress.

The point is this: brand awareness campaigns can happen on the new tech. But engagement campaigns are more difficult.

[bctt tweet=”Businesses can always spend money on brand awareness campaigns; engagement is more difficult. ” username=”BridgetMWillard”]

Experiment but Stick with the Standards

It’s good to experiment and keep aware of your marketing channel options. Radio and TV ads are not dead. Neither are billboards, movie reels, or signs on grocery carts.

You know what works? Whatever tool you use. Go with it. If you want to spend your advertising budget on a community event, do it. If you are publishing on your website, keep doing that. The biggest problem I see is people starting but not continuing with the effort or channel.

Twitter: The Caveat You Knew Was Coming

If you’re reading this article, there is a 50% chance (according to Google Analytics) that you saw it on Twitter. It’s no wonder that is my bias and I’ve explained the reasons why Twitter is the best platform for business to business before. That said, I spend my time on Twitter — every day. Several times a day. It’s where I’m campaigning.

Is Twitter the best for the local carwash? No. They use fliers, spend money with ValuPak, and attend the chamber of commerce.

Go with the Blue-Chip Platforms

If you are starting your social media marketing now, my recommendation is to go with blue-chip platforms. What do I mean?

When you are new to investing in the stock market, you’re advised to go with blue-chip stocks. Those are the tried and true investments. Low risk, certain reward.

“A blue-chip stock is the stock of a large, well-established and financially sound company that has operated for many years. A blue-chip stock typically has a market capitalization in the billions, is generally the market leader or among the top three companies in its sector, and is more often than not a household name. Some examples of blue-chip stocks are IBM Corp., Coca-Cola Co. and Boeing Co.” Investopedia

Twitter, Facebook, LinkedIn, and Instagram are the blue-chip social media platforms. Those, in that order, are the best places for a business to spend their time and marketing budget.

Be Intentional with Your Marketing

In order to be successful in social media marketing in 2019 or 2009 you need to be intentional. Choose a platform and use it daily or weekly. Publish articles on your website on a regular basis. If you don’t have the time or want to become an expert, outsource your social media.

There is no hack. You just have to do the work.

July 26, 2019