The Complete Guide to Facebook and Instagram Advertising Targeting Options [Infographic]

With so many targeting options for Facebook and Instagram ads, figuring out the combination that will give you the best results can be a challenge. Today's infographic clearly illustrates all the targeting choices to help you find your ideal audience. Read the full article at MarketingProfs

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Marketing Operations Is Here to Stay: What You Need to Know

It wasn't always obvious that marketing operations would become such a central part of B2B marketing. But it has, and it's now the core engine making Marketing smarter, faster, and more cohesive. Read the full article at MarketingProfs

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Facebook Advertising Benchmarks for 2Q17

The average clickthrough rate on Facebook ads increased significantly between the second quarter of 2016 and the second quarter of 2017, according to recent research from Nanigans. Read the full article at MarketingProfs

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What To Do When Facebook Engagement Declines [Research]

Worried about Facebook engagement declines? Then examine BuzzSumo's recent analysis of Facebook posts to understand what you can do to support your business. Includes 10 Actionable Facebook Marketing Tips to help your business improve its business Facebook engagement declines.

The post What To Do When Facebook Engagement Declines [Research] appeared first on Heidi Cohen.

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How to Harness Your Personality and Become a Better Blogger

This post comes to us courtesy of ProBlogger psychology expert Ellen Jackson

Are you a scheduler? Or do you publish as you write?

Do you delegate? Or is your need for the nitty-gritty too great?

I’d love to be the writer with the annual content calendar, or the leader who entrusts my big ideas to others. I’ve filled a thousand spreadsheets with good intentions, only to find them languishing and incomplete months later. I’ve dabbled with VAs, and had my control freak tendencies laid bare.

It took a while, but I’ve learned that I’m wired to work the way I work best. Other people’s systems and successes may seem appealing, but unless they fit in with my modus operandi I’m trying to fit square pegs in round holes.

Personality is what makes you, you.

In psychology, your personality is defined as ‘the combination of characteristics or qualities that form an individual’s distinctive character’. It describes who you are, and what makes you, you.

It also shapes the way you work.

Think of your personality as your unique operating system. It’s the software that manages your thoughts and behaviour. It directs your energy and attention, and defines which systems, processes, people and environments are most compatible with you.

When your operating system fits your work and work environment, tasks are seamless. Sit me in a café with a notebook and pen and ask me to generate fifty ideas, and I’m a machine. Sit me at a desk with a spreadsheet and ask me to fill in the boxes and you’ll be tearing your hair out at my slowness and ineptitude.

How well your personality matches your tasks, team and goals is often the missing link between overwhelming frustration and intense productivity. When we have insight into our unique operating system, we can create the interface we need with our world to make work easy and fun instead of being filled with stress, bugs and crashes.

Understanding your personality

While there are many ways to describe personality, today’s experts believe there are five broad, basic dimensions known as the ‘Big 5’ personality traits. Unlike models such as Myers-Briggs or DISC that assign people to ‘types’, the Big 5 depicts personality as five spectra:

1. Openness to experience
2. Conscientiousness
3. Extraversion
4. Agreeableness
5. Neuroticism

We all exist as a dot somewhere between the two extremes of each dimension. And those billions of dots represent billions of wonderfully unique, complex people.

You can get an insight into your personality through online questionnaires such as the Truity Big Five personality assessment. They’re quick, reliable, and give you a detailed report that includes your score and description for each dimension.

You can also uncover your personality type with a little introspection and a guide like the one I’ll share with you now.

Which of the following best describe you?

Openness to experience

High: People at the ‘high’ end of openness like venturing outside their comfort zone. If this is you then you love novel experiences, variety, and coming up with new ideas. You might be described by others as imaginative, insightful, curious, creative, or even intellectual.

You love the creative side of blogging and business, but the routine and repetition of everyday tasks bores you to tears. Scheduling is tedious, and you don’t have the patience for spreadsheets. You are an ideas person who struggles with following through.

Low: If you’re at the ‘Low’ end of the openness dimension you enjoy routine. You stick to what you know, and you do it well. You’re practical, down to earth, and happy doing the same task time and time again. That’s how you get so good at it.

Conscientiousness

High: Highly conscientious people are persistent, self-disciplined, reliable and persevering.

If this is you then you’re organised, you work within the rules, and you excel at delaying gratification.

Getting the job done is never a problem for you, but you may turn yourself inside out getting it done. (Stress head alert!)

Low: Are you a major procrastinator? A little bit flighty? Impetuous and impulsive? If you are, then you may be sitting at the other end of the conscientiousness scale. You’re fun and spontaneous, but find it hard to actually get the job done. (That whooshing sound was probably another deadline flying by.)

Extraversion

Chances are you’ll recognise this spectrum – extroversion at one end, introversion at the other.

High: If you’re high on extroversion you’re sociable, assertive, outgoing, talkative and socially confident. You’re the team player who wants to collaborate with everyone. You love your colleagues to bits, but you will never be left alone.

Low: At the low end of the extroversion scale you’ll find the introverts, although most of us sit somewhere in between. True introverts are quiet, introspective, reserved and thoughtful. They are people of few words but many thoughts. They’re writers, not networkers, and group work sends shivers down their spine.

Agreeableness

How are your people skills?

High: People high in agreeableness are trusting, patient, tactful, kind and considerate. If this is you then you’re well-liked, respected, and sensitive to other people’s needs.

You might blog to help and spread happiness. No cynics or ranters here.

Low: Not everyone likes to be liked. If you’re low on the agreeableness scale you’re happy on the edge of social acceptance. You can be rude, antagonistic, and maybe sarcastic. You’ll make enemies as well as friends, but you won’t care. You’re much better at saying “No” than your highly agreeable mates, and no-one will ever take advantage of you.

Neuroticism

If you Google it, you’ll see it defined as ‘mentally maladjusted’ – pretty harsh.

High: Those high on the neuroticism scale tend to be over-sensitive, nervous, anxious, self-critical and insecure. They’re also easily angered and temperamental. If this is you, then you might find yourself embroiled in regular battles – online and offline.

But there’s an interesting twist. Parts of your personality can interact with varying results. And if you’re high on neuroticism and conscientiousness, you may end up channeling your anxious energy for good. Healthy neurotics take action to address their worries rather that ponder and plot. If this is you, then you may actually have better health habits and greater motivation to succeed in all areas of life than your less conscientious counterparts.

Low: Finally we have our emotionally-stable peeps. They’re adventurous and unflappable. Unencumbered by worry or self-doubt, it’s hard to rattle them. They’ll try anything once, and no problem is too big. If this is you, then you’re optimistic, self-confident, reliably even-tempered, and will cope with any crisis that’s thrown.

3 Tips on Using Your Personality to Blog Better

Do you know where you sit on each of the Big Five dimensions? If you do, try these tips to work and blog better.

1. Take note of the characteristics that make you great at what you do. These are your strengths, and you should use them as often as you can.
2. Make a note of the characteristics making work difficult right now. Are you a creative type struggling to narrow yourself into a niche? Or perhaps you’re an extrovert weary from working alone. What can you change about the way you work to find a better match between who you are and how you work?
3. Stop fighting your operating system. You work the way you work because that’s the way you’re wired. It’s who you are. Fighting your natural preferences is energy-sapping, and robs the world of your unique and fascinating contribution. Don’t let that happen. Go forth and be the crazy, exceptional individual you are. It will make your work (and your life) a lot easier.

Are you in tune with your personality? Have you figured out how you work best?

Photo credit:
Pablo Varela

The post How to Harness Your Personality and Become a Better Blogger appeared first on ProBlogger.

      

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6 Reasons Why Your Blog Needs an Email Newsletter

Do you email your blog readers regularly?

Maybe you put ‘set up email newsletter’ on your ‘someday’ list ages ago, but still haven’t done it.

Or maybe you have a newsletter list, but you haven’t sent one in months.

You might think it’s optional – something you can do once you finish everything else on your to-do list.

You even think email is dead (or at least old-fashioned), and that you’re better off building connections through social media. (Which is nothing new, by the way. I was talking about bloggers having similar concerns nine years ago.)

The truth is, email is still one of the best ways (if not the best way) way to connect with your blog’s readers. And if you’re not using it, you really are missing out.

But before I start talking about the benefits of using an email list to connect with your readers, let’s get one misconception out of the way.

Does it Have to be a ‘Newsletter’?

In the blogging world, you’ll hear people talking about “email lists” and “email newsletters” as if they’re synonymous.

You might think of an email newsletter as a weekly content-rich email complete with feature article, links to your recent blog posts, and maybe a round-up of what’s been going on in your niche.

But that’s just one example, and there are plenty of other ways you can run an email list.

Some bloggers send out their newsletter once a month. Others may email irregularly – an  email every few days in the run-up to a launch, but otherwise only every month or two.

You might decide to send out your blog posts by email, maybe as a weekly digest like we do on ProBlogger. (I’ll be talking about that, plus other options for your newsletter, in next week’s post.)

Whatever you decide, here are a couple of suggestions:

• Email at a frequency that suits you and your readers.
  If they want a weekly newsletter, and you can comfortably manage that, then go ahead. But if you can only manage one a month, then make it a monthly newsletter. There’s no point sending one a weekly newsletter that’s full of careless mistakes because you had to rush to get it finished on time.
• Whatever sort of email list you run, make sure your emails aren’t too infrequent.
  If you don’t send an email for six months, many readers (especially ones who’ve just joined) will forget who you are. They may even mark your emails as spam, which can have a serious impact on them being delivered.

Why Emailing Your Readers is So Important

Some bloggers – especially newer bloggers – find it hard to see why emailing readers is so important. To them, bringing in traffic through good SEO or building their social media following makes more sense.

But here are six crucial reasons why email is still important.

#1: Emails Give You Control Over Your Own Traffic

With a big email list, you can easily drive lots of traffic to your posts simply by sending out an email. If you’re relying on Google, you’re competing against lots of other blogs. And if Google decides to change its search algorithm you could lose a lot of traffic very quickly. (This happened to me way back in 2004, which I wrote about a couple of years later.)

Social media isn’t much better. You probably already know that only a fraction of your Facebook page’s followers will actually see any given post. To reach lots of people you need to either “boost” your post (which costs money) or run a paid ad.

But with email you have full control. Even though they can get caught in people’s spam filters, most of them will get through. And even if only 25% of your subscribers open their emails (which isn’t a terrible open rate), they can still drive a lot of traffic to your blog.

#2: Emails are a Great Way to Build Relationships and Engage with Your Readers

Emails feel personal in a way that blog posts rarely achieve. They’re also private. Your readers can reply to you, and you alone – a far cry from a comment that everyone can see.

So when you write your newsletters, try adding a bit of personal information that you wouldn’t share on your blog. Emails are more ephemeral, so they’re a great place to drop in a few words about your life and what’s happening around you. (You can talk about those things on your blog, but the post could be found and read years later.)

For instance, here’s how I started our weekly post round-up back in July:

It’s a hive of activity at ProBlogger HQ today because we’re less than 48 hours from this year’s first ProBlogger event in Brisbane!

I’m excited to meet those of you who are coming along for the day of learning and our first ever mastermind! For the rest of you – here’s our latest blog posts and podcast episode.

Of course, engagement goes both ways, and you can encourage readers to email back. You may find some readers who’ve never commented on your blog, but are very happy to engage with you by email.

#3: Email Drives Sales of Your Products and Services

While social media can be a great place for conversations, it’s typically not a good place for sales. It may help people find out about your blog and connect with you, but email is a great place to ask for the sale. Brad Smith’s post on why social media sales suck (and what to do instead) on AdEspresso explains how you can use social media to get people to subscribe to your email list.

The cost of an email list can be a bit off-putting when you’re starting out. (We’ll be taking a look at the costs involved in a couple of weeks’ time.) But the power of email to drive sales should make it far more worthwhile.

#4: Emails Let You Point Readers to Where You Want Them to Go

Email is a brilliant way to direct readers to where you want them to go. For instance, you can:

• Link to your blog posts. Not just the recent ones, but also posts in your archive readers may have missed or forgotten about.
• Link to your Facebook group, Twitter account, etc. If you’ve set up a new Facebook group your readers might be interested in, you can promote it in your newsletter.
• Link to a survey or poll. This can be a great opportunity to find out more about your readers, and ask them what sort of content they’d like to see more of. I’ve been doing this since 2010, and it’s been an invaluable way to find out what readers want.

#5: Email Lists Let You Target Different Groups of Readers

When you publish a post on your blog, it goes out to everyone who’s subscribed for updates, via RSS or email.

But with an email list you can ‘segment’ the list into smaller groups.

For instance, you might create segments for:

• People who aren’t subscribed to another list you have. This can help you avoid sending too many promotional messages to the same people (e.g. those who have signed up for both your “newsletter” list and your ‘waiting list’ for an ecourse.)
• People who joined your list at a specific point in time – within the past month, more than a year ago, and so on.
• People who joined from a specific page on your website. If you’re using social media ads or guest posting to drive sign-ups, you can target your messages or promotions to each segment’s interests.
• People who haven’t opened your emails recently (or at all).
• People who’ve looked at specific pages on your site, or who’ve bought a particular product.

#6: Email Can Lead Readers on a Journey

You can design a series of emails to take readers on a journey, whether it’s teaching them something new or helping them come to a better place in their life.

It could be something quite straightforward and practical, such as teaching them how to play basic chords on the guitar. Or it could be something more personal and in-depth, such as  teaching mindfulness and meditation.

You can use autoresponders to send a sequence of emails – say, one every few days for two weeks. (If you’re not sure what an autoresponder is, I explain what they are and the benefits of using one in this episode of the ProBlogger podcast.)

Most bloggers use an autoresponder at the start of their relationship with a new reader (i.e. when the reader first signs up). But you can also create different lists that readers can opt into separately.

It can be a great way to get readers used to opening your emails (they won’t want to miss a step on the journey), and to link to your blog posts or even paid products and services where appropriate. For example, you could “upsell” the reader on a related ecourse or product at the end of the series.

In Summary

If you haven’t set up a newsletter yet, or you never saw the value of having one, I hope this post has been helpful. And if you already have a newsletter list, but haven’t sent anything in a while, I hope you now understand how worthwhile emailing your readers can be.

I know it can be easy to focus on a blog at the expense of your newsletter. A blog is more visible and public, which can make posting there more motivating. But your newsletter may be the key to driving greater engagement and, ultimately, more sales.

Over the next few weeks, I’ll be covering what your newsletter should include, how you can set it up, and some fixes to common problems. I know the process of creating a newsletter can be a little daunting when you’re starting out, but don’t worry – I’ll be walking you through it all.

And just a reminder: to make sure you don’t miss the rest of this newsletter series, or any other ProBlogger posts, make sure you’re on our email list, “ProBloggerPLUS”. You can subscribe for free here.

The post 6 Reasons Why Your Blog Needs an Email Newsletter appeared first on ProBlogger.

      

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