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Aidan Taylor Marketing Services Since 2004 2016-02-05T15:22:44Z http://aidantaylor.com/feed/atom/ WordPress John-Scott Dixon https://plus.google.com/+JohnScottDixon <![CDATA[Dear Lord, Tell Me You Have a Password Management System (marketing operations fail)]]> http://aidantaylor.com/?p=12937 2015-09-02T13:38:59Z 2015-08-27T14:00:00Z


NOTE: If you’re a CEO or CMO – you have a fiduciary responsibility to implement a password management system to protect your corporate assets! It should be at the top of your marketing operations list. Imagine if a rogue employee changed the password on your company’s Twitter account. While you may not care much about Twitter today (although you should), when you do – you won’t be able to access it. You will be locked out – potentially forever.

Today, I was inspired by a discussion in the Marketing Executives group (almost 95,000 members) within Linkedin:

Marketing operations issues

I don’t know if it’s a reflection of my most recent experiences with client password catastrophes or what, but Password Management was the first thing that came to mind. Now if you’ve already read my comment to Mark Gottlieb‘s question, don’t worry – I’m going to go into deeper detail.

If You’ve Read This Far

You probably feel the pain of not having a password management system as part of your marketing operations. That pain comes in several varieties. Here are some scenarios:

  1. You have all of your company passwords on a spreadsheet (and, some of your passwords are scattered in your email inbox). This should be giving you a daily feeling of immense vulnerability and anxiety.
  2. There are critical systems whether Google-based or social media – where you don’t know the password, and you’re not sure who does. The energy required to track it down, just doesn’t seem like it’s worth the effort (because nothing bad has happened yet). Don’t allow yourself to feel this way – it’s absolutely worth the effort. It’s kind of like losing the keys to important rooms in your building or house, except the doors disappear!
  3. Every time you add an employee, contractor or vendor – you have to give them the passwords to the applications and systems they’ll need to do their jobs. When they leave, sometimes you change the password, but then you have to update everyone else. Typically, you use the same set of passwords for everything to make it easier on you and everyone else – including hackers!

How Can I Fix It?

There are a number of Password Management Systems available. What you’re looking for is one that does the following:

  • allows you to group passwords into functions (e.g. passwords for Web development, social media management)
  • users never see the actual passwords (so if they leave, they won’t be able to sign in and change your passwords)
  • easy to add/remove users at a group level
  • easy to access passwords and login to websites/applications (otherwise people put off using tools that would make them more productive)

We use TeamPassword. It does all of the above. We build password groups around our clients. So, I can easily add or remove my teammates from a particular client’s set of accounts. I can do this at an account, group or global level (so, if they went bad – thankfully that’s never happened, but if – I could eliminate their access in seconds). Because nobody on my staff ever sees the actual passwords or types them into an application, I can use random, difficult-to-hack passwords to protect my clients. Additionally, I can change passwords anytime without affecting any users ability to login – keeping our marketing operations efficient. And finally, my people use our applications. We have a fairly sophisticated technology stack that we use to produce exceptional results for our clients. It would be terrible if people on my team avoided using applications because they couldn’t remember the login credentials. We’ve all been there – putting off using a website or application so we don’t have to go through the hassle of finding the password or username. TeamPassword lives in the browser (we use Chrome) as an extension. So, when I need it – I simply hit a little TeamPassword icon and the account appears – one click and I’m in the application. It’s that easy!

My Marketing Operations Advice

Go get a TeamPassword account and put this whole password thing behind you! It’s worth the time.

John-Scott Dixon https://plus.google.com/+JohnScottDixon <![CDATA[Why You Should Have an Exit Pop for Conversion Rate Optimization]]> http://aidantaylor.com/?p=4169 2015-08-27T23:50:24Z 2015-08-24T22:14:43Z


First, a Quick Definition

An exit pop is a powerful conversion rate optimization tactic where exiting visitors are exposed to a final compelling argument. A case is made for why they should provide they’re email address in exchange for something relevant and valuable. The exposure occurs when they exhibit “exit intent”. In other words, as soon as they move their mouse toward the browser controls, presumably to type in a new Google search query or enter another URL. Once triggered, a dark mask covers the webpage and a vibrant opportunity appears.

So that’s a working definition, but it’s so much easier to demonstrate. If you haven’t already, move your mouse toward the browser controls above. What you get should look like this:

Conversion Rate Optimization with an Exit Pop

Exit Pop for Conversion Rate Optimization.

This is not the time to capture everything about the visitor (soon to be lead). Pace yourself! You’re getting email addresses from people who are genuinely interested in your products or services – that’s huge! It marks the beginning of a business relationship. You can now have a conversation – continuing the courtship ritual.

But What If It Freaks Them Out?

I hear this question frequently. Keep in mind, this only happens if the visitor is going to exit your website. THEY ARE ABOUT TO LEAVE! In most cases, this is your very last chance to create a relationship. If they trigger the exit pop on accident, they won’t see it again for some period of time (this is fully configurable). So, it won’t get annoying.

Best Practices

  1. Be Relevant – what you offer should be relevant. It should fit the context of the page where the trigger occurs.
  2. Deliver Value –  make a promise to deliver something of value, then do it quickly after receiving their value (their email address). This is the foundation of conversion rate optimization. 
  3. Don’t be annoying – only put them on certain types of pages – the home page, key landing pages and blog posts have worked best for us. 
  4. Limit frequency – we generally set exit pops to trigger no less than 30 days apart. So, if a visitor triggers an exit pop, they won’t see another one for a month or more.
  5. Trigger not a trap – don’t misinterpret an exit pop as a trap. Some people have made the trigger an action like physically clicking the back button. At that point, you’re physically stopping the visitor from doing as they please. This is beyond annoying and can make them angry. That’s not a way to build a solid relationship.

Okay – How Do You Do It?

Here are a couple of ways to do it if you use WordPress. One is a cool plugin called OptinMonster. It’s 100% focused on boosting conversions (visitors to leads). There are at least a dozen styles of creative lead capture you can leverage from their plugin. It is fairly inexpensive with pricing starting at $49/year (of course, if you’re working with us – you get it for free).
We also really like Spokal – not only does it connect all entries to your marketing automation system and provide detailed information about each new lead (like social accounts, past site behavior, any emails they’re received, etc.), it also gives you massive flexibility for configuring each exit pop:
  • choose the type of pages you want to display the exit pop – posts, pages, 404 pages, etc.
  • turn off the exit pop on specific pages (overwrites the first rule – so you could prevent the trigger on a specific post, but keep it for all the others)
  • set the frequency (when a returning visitor will see an exit pop again) – from minutes to years
That’s it – now go forth and improve your conversion rate optimization! 

John-Scott Dixon https://plus.google.com/+JohnScottDixon <![CDATA[Interactive Demonstration of MailChimp’s Email Marketing Automation]]> http://aidantaylor.com/?p=10755 2015-08-12T20:41:13Z 2015-08-12T16:47:18Z


Everyone I talk to is totally into email marketing automation, but when I dig deeper – they haven’t actually done any. Yet, this is one of the most productive tools available to today’s marketer. Once you put together your sequences, you’re free to do other impactful things to move your company forward. Those email sequences will keep nurturing your leads with no additional effort required. It can be a beautiful thing!

GOAL: Get Email Marketing Automation Working For You

Where most get stuck has nothing to do with writing the content, it’s designing the flow. It can seem daunting, but it comes down to answering six (6) straightforward questions:

  1. What topic would add value to my audience?
  2. Can it be broken down into smaller pieces? If so, how many pieces?
  3. How do I let my audience know this content exists?
  4. How do they add themselves to the list? What’s the trigger?
  5. How many days apart should I schedule each element of the email sequence?
  6. How do I keep it relevant? How do I expose them to other topics that may be of interest?

Questions 1, 2, 3 & 4


The first two questions you have to figure out for yourself based on your business. Question three can get complex, but to keep it simple, start by mentioning the content in your blog posts (like I’m doing here). Then, create a form within your blog post to add them to a list built specifically for the topic you’re discussing. When someone is added to that particular list, it will act as a trigger to send the first email (you can configure the trigger to send immediately, tomorrow or in a specific number of days after signup).

In the form below, if you enter your first name and email address, you’ll be automatically added to my list of people who want to learn more about email marketing automation. And, you’ll receive an email within an hour. 

We use MailChimp to manage our email marketing automation. It’s relatively inexpensive, has a ridiculous level of functionality and works natively with most other marketing systems (like Spokal – the marketing automation system we use to manage everything that happens on our website – it’s how I created the form above and connected it to MailChimp).

mailchimp email marketing automation

Photo courtesy of ePublicist(CC No Derivatives)

Question 5

When setting up sequence timing, consider the following:

  • Keep the timing natural – allow it to unfold over time. You don’t need to rush it. If the frequency is too high – they may get annoyed.
  • Change it up – for example, if I introduce a technical concept in an email, I may follow-up with those who opened that email with an email going into more detail. The people that didn’t open the initial email will never see the more detailed version. Conversely, 4 or 5 days later – I’ll send the same email with a different subject to those who didn’t open the initial email. That’s a guaranteed way to increase email opens – usually by 50% or more.
You’ll get a taste of this in the live demo.

Question 6

Relevance is the key to email marketing success. One way to keep things relevant is to help your readers explore the breadth of your knowledge – some of which they may find interesting. If you introduce a new topic and add a link to another blog post related to that topic, you can use clicks on that link as a trigger. That means they’ll be added to another list and will begin receiving email related to that topic. You can experience this (or not) in the live demo.

John-Scott Dixon https://plus.google.com/+JohnScottDixon <![CDATA[WordPress Tips: You’re 1 Plugin Away From Making the Most Out of 404 Errors]]> http://aidantaylor.com/?p=4159 2015-08-06T15:13:07Z 2015-08-06T14:00:00Z


NOTE: This post is for WordPress users (however, it applies to all websites).

If you check your Google Webmaster Tools regularly, you may notice a few crawl errors every so often (go to Crawl >> Crawl Errors). The “Not Found” errors are important because they create negative customer experiences. Some believe they can affect your ranking on the search engines as well. The point is 404 errors or Page Not Found errors happen. While all websites produce a default 404 Error page – you can do so much better! This has to be one of the easiest WordPress tips to execute, and it can have decent ROI.

The default 404 pages are plain. Typically, the default pages only result in frustration for the accidental visitor. These people made it to you for a reason. This is an opportunity. You should at least give them a bit of a chuckle (if you know me, you probably know I’m addicted to Yoga)  and attempt to guide them toward a page or post that will help them. This can be done dynamically with WordPress widgets for recent posts, pages and categories. Here is our 404 Error page:

WordPress Tips

We also use an exit pop to tempt them with our secret formula for marketing success (you’ll see the same thing if you move your cursor toward the address bar in your browser on this page). Another approach would be to provide a links to your product or service categories. What’s important is that you try to capitalize on their mishap! We work so hard to get traffic, this is bonus traffic if you set it up right.

What’s the Name of the #)%& Plugin?

We use the “Custom 404 Pro” plugin to get it done. It allows you to create a 404 page out of any WordPress page or post. Then, it works like a redirect to present that page to the wayward visitor. Now you can monitor how many visitors visit other pages from your 404 page using Google Analytics.

Other Recent WordPress Tips:

John-Scott Dixon https://plus.google.com/+JohnScottDixon <![CDATA[Marketing on Linkedin: Improving your profile background]]> http://aidantaylor.com/?p=3962 2015-08-08T13:02:30Z 2015-08-04T17:00:00Z


“Put your best foot forward.”

“You never get a second chance to make a first impression.”

“First impressions matter. Experts say we size up new people in somewhere between 30 seconds and two minutes.” 

Linkedin is often where people meet you professionally for the very first time. If done right, you can make an excellent first impression. 

In my practice, I mostly see neglected Linkedin profiles. While most people seem to recognize Linkedin is probably the most important social media network for business, it appears they spend less time improving their profiles than they would getting ready for work in the morning!

The background you select or create is an important component of your profile. It can have a significant impact on your success when marketing on Linkedin. It and your picture are the first visuals your visitors see upon arrival. Here’s a quick 4-minute video showing you how to improve your profile background:

While I’m stuck with my ugly mug – this is how the top portion of my Linkedin profile presents. What I want you to focus on is the header background. It frames the Linkedin components (good contrast – black surrounds the white). And, it clearly displays my company logo – reinforcing my brand with every visit. As mentioned in the video, logo placement must be in the top 30% of your background. Otherwise, the profile will cover it.

Marketing on Linkedin

In the video, I also recommend using Canva as an easy alternative to Photoshop. It is a Guy Kawasaki property – his goal was to make good design accessible to all people. I think they’ve done a good job. When making your Linkedin header, you will have to use a custom size. Linkedin provides the dimensions – 1400 pixels wide by 425 pixels high. 

Canva enables you to make quality graphics because it provides layers. This is how design professionals make things look good in Photoshop. In the video, you’ll see that I first create a black background (one click). Then, I dragged and resized a dark gray version of my logo (that’s the huge gray icon just barely visible on the righthand side of my profile background above). For the third and final layer, I dragged my logo into the top 30% of the background. Obviously, you’ll need certain image assets (like your logo) to do this work. You may have to ask someone in your marketing department to provide the logo with a transparent background (usually a PNG file). And, if using a dark background, you may need them to provide you a contrasting version of the logo. Just a few things to overcome in your quest to improve your marketing on Linkedin.

It should only take you about 10 minutes to get this done – go for it! 

If you want to do further improvements to your Linkedin profile, read:

John-Scott Dixon https://plus.google.com/+JohnScottDixon <![CDATA[Linkedin Marketing Tip: Skills are Social Proof – Take Advantage]]> http://aidantaylor.com/?p=3950 2015-07-27T16:49:57Z 2015-07-27T16:44:02Z


When people visit your profile, the skills section testifies to your professional competence. And, according to Linkedin – profiles with skills get more 13 times more views than those without. From a Linkedin marketing perspective – that means you need to pay attention to this section. 

Linkedin Marketing tips

Photo courtesy of koka_sexton(CC Attribution)

Which Skills to Add

When selecting skills, Linkedin doesn’t allow you to create them from scratch. You can only select skills they’ve approved, but don’t let that get you down – the list is huge. What you need to do is think about your target audience (this strategy is for Linkedin marketing, not career building). What skills are your prospective buyers expecting you to possess? Avoid generic skills like “leadership” or “management”. These types of skills feel like the ante into the game of business. You need to get specific, get niche-oriented. Pick skills relevant to the products/services your company offers.

Adding Top 10 Skills

When completing your profile, you can select up to 50 skills. Some Linkedin marketing professionals recommend using every one of those 50 slots. I’m of a different opinion. If you’re simply looking to advertise your profile, adding the maximum number of skills would be a great strategy. If, however, you’re interested in converting profile viewers into leads for your business, having a large list of skills with a low number of endorsements looks weak. It could reduce your effectiveness. I recommend going with your top 10 most relevant skills.

Your 10 most endorsed skills are displayed next to a matrix of profile pictures for the people who’ve endorsed you. Skills numbered 11 through 25 are listed in a comma separated paragraph below the matrix, and you have to click “see 25+” to see the remaining 25. It is the top 10 that connect the dots for your profile visitor – these 10 visually show the relationship between your skills and the real people who believe you have those skills. This is IMPORTANT for Linkedin marketing – endorsements are social proof of your competence.

The First Goal – Getting 12 Endorsements

It’s important that you have at least 12 people endorse you for each of your top 10 skills. If you have fewer than 12, it will look lame. It’s kind of like having less than 100 Linkedin connections.

To get 12 endorsements as quickly as possible, I’ve found it best to limit the number of skills available to 10. If you use Linkedin at all, you’ve noticed they want you to endorse others. Nearly every session they’ll show you the profile images of a few people you know, and ask you to endorse them for one of their skills. If that function is pulling from just 10 skills versus 50, how much quicker will the person being endorsed meet or exceed the goal of 12 endorsements? If my math is right, it’s 5x faster!

The Next Goal – Getting 99 Endorsements

Once you’ve achieved the first goal of getting 12 endorsements for 10 skills, you need to move quickly toward securing another 87 endorsements for each of those skills. The skills matrix is ordered top to bottom by the raw number of endorsements. And, just like connections which cease showing the count at 500, endorsements will only show 99. So, any endorsements beyond that just change the order of the display, but don’t add anything to your perceived competence.

That’s it – if you want more instruction on improving your Linkedin profile – read 15 Minute Makeover for Your Linkedin Profile, How to Add Lead Capture to Your Profile or How to Block Competitors from Tracking You on Linkedin.

John-Scott Dixon https://plus.google.com/+JohnScottDixon <![CDATA[Linkedin Marketing: How to Add Lead Capture to Your Profile]]> http://aidantaylor.com/?p=3916 2015-07-25T18:04:00Z 2015-07-22T14:00:00Z


NOTE: Before you do what I’ve outlined below, make sure you’ve completed the Linkedin marketing steps listed in my blog post “15 Minute Makeover for Your Linkedin Profile“. 

Linkedin is one of the more powerful business-to-business social networks, but most people continue to use it like an online resume (which was its original intent). If you’re happy with your job and want to see your company succeed, start using Linkedin to increase qualified leads.

Linkedin Marketing Strategy

Photo courtesy of nan palmero(CC Attribution)

STEP 1: Ask Marketing About Landing Pages for Lead Capture

Landing pages are designed (or should be) to capture leads and aren’t typically part of the website navigation. So, unless you know the URLs for these pages, you’ll have to ask the folks in the marketing department. They should be thrilled that you’re going to direct traffic toward the company from your personal social media account. Imagine if everyone in your company did the same. If they react negatively (unlikely, but always possible), this is an opportunity to provide some Linkedin marketing education and elevate your value in their eyes. Just show them what you’re about to learn and they’ll get it (you’ll be a hero).

STEP 2: Edit the Contact Info for Your Linkedin Profile

Physically doing this is very simple, what to say can be more of a challenge, especially with a 30 character limit. The default setting is “Company Website”, but Linkedin will allow you to choose from the following:

  • Personal Website
  • Blog
  • RSS Feed
  • Portfolio
  • Other
If you choose “Other”, you enable the ability to edit the label for your links (you can have up to three links). Now you can put those 30 characters to work by creating compelling labels. These labels should correspond to the theme of the page to which you’re directing the profile visitor. If possible, all three should be aimed at landing pages with proven lead capture opportunities. You may have to be satisfied with one link to the “Contact Us” page on your company’s website.

STEP 3: Introduce a Presentation to Your Profile

Did you know you can add a presentation to your Linkedin profile? In fact, it is an important part of any Linkedin marketing strategy. When editing, go to the summary section. In the upper right, you’ll see two icons. The leftmost icon looks like a small rectangle with a plus sign in the lower right corner: 
Add Presentation to Linkedin Profile
If you hover, it will display the following message “Click to add a video, image, document, presentation…” Go ahead and click, following the instructions to add your presentation. The presentation should build to a crescendo – inviting the visitor to click a link to a landing page where a lead capture opportunity is ready and waiting.
With these three steps, you’ll have advanced your profile from an information resource about you to a lead capture machine for your company. Try to get this done today before you get distracted and forget about it.

John-Scott Dixon https://plus.google.com/+JohnScottDixon <![CDATA[Dead-Simple Split Testing Method for Google Adwords]]> http://aidantaylor.com/?p=3934 2015-07-22T22:42:35Z 2015-07-21T19:11:14Z


If you’re spending money on Google Adwords, are you confident in the performance of every Ad Group? What about every Ad? About 10 years ago, I created a dead-simple spreadsheet to test Ads and improve performance with less money. If this is interesting to you, read on…

Google AdWords logo

Photo courtesy of Kinologik(CC Attribution)

The idea behind the spreadsheet was to compare two ads in order to determine which was the better performer based on cost per conversion. I just said two things that are really important:

  1. Two Ads – notice we are not using one (1) ad per Ad Group, nor are we using three (3) or more ads per Ad Group. We are using two. The reason is with one ad, there is nothing to compare it to – is it good or bad or mediocre – we don’t know. While you could use three or more ads – it will just take you longer to determine the winner (we advocate reaching statistical significance before declaring a winner), and time is money. So, it turns out the most efficient ad optimization path for Google Adwords uses two (2) ads per Ad Group.
  2. Cost per Conversion – Google will try to focus you on cost per click, but if you don’t pay attention to the associated conversions, you could really lose your shirt to them (they like that). When you focus on cost per conversion – you are in a better position to understand your break-even cost – what you can afford to spend on a click.

The spreadsheet looks like this:

Google Adwords Optimizer

It’s fairly simple. You need four inputs for each ad, and you have to have some conversions for each. The inputs are:

  1. Impressions
  2. Clicks
  3. Cost
  4. Conversions
The spreadsheet then creates an apples-to-apples comparison of the challenger by applying its CTR (Click Through Rate) and Conversion Rate to the impressions of the incumbent. In the example above, the incumbent kicked the crap out of the challenger. If the impressions were exactly the same – the cost per conversion for the challenger would be $206.24 versus $63.16 for the incumbent. The spreadsheet will tell you when if the comparison has reached statistical significance (it uses a basic Chi Squared formula).
Then, you just follow the instructions – if the “Impact of Change” is Red – replace the challenger with a new ad. If Green, replace the incumbent with a new ad. If Black – it’s too close to call – flip a coin and replace either the challenger or the incumbent.
That’s it! Now you have a better way to optimize Google Adwords for performance.

John-Scott Dixon https://plus.google.com/+JohnScottDixon <![CDATA[Best Marketing Automation Plugin for WordPress. Period!]]> http://aidantaylor.com/?p=3908 2015-08-26T14:38:04Z 2015-07-20T13:00:00Z


If you know me, you know I’m constantly checking out new tools. And, I’ve learned not to make a suggestion, unless it truly changes the game. Spokal is marketing automation that changes the game for WordPress websites/blogs.

Spokal, WordPress and Marketing Automation

Photo courtesy of luca.sartoni(CC ShareALike)

10 Solid Reasons Why Spokal Kicks Ass

Here are the major reasons why Spokal kicks butt from a marketing automation perspective:

  1. It manages automated Twitter promotion for any period of time marching into the future without you doing anything.
  2. It enables automated posting of curated tweets by integrating with Feedly.
  3. It automagically grows your number of relevant, quality Twitter followers.
  4. It integrates with WordPress – so you can see your pages and posts within Spokal.
  5. It tracks the primary and secondary focuses of your visitors.
  6. It provides lead capture methods (similar to Optin Monster – which I love) to identify anonymous visitors and connect them with their past visit histories, behavior regarding past email campaigns, the focuses of their visits and all of their social media accounts.
  7. It tracks reactions to your top competitors via Twitter.
  8. It shows the most popular social posts of your competitors.
  9. It automatically triggers automated email sequences based on exhibited focuses.
  10. It walks you through a solid on-page SEO exercise for each blog post you schedule. At this moment, here is the live feedback Spokal is providing me to improve the SEO value of this blog post: 
On-Page SEO

Spokal is super easy to add to any WordPress site as a plugin (it probably take me no more than half an hour to fully configure with linkages to Twitter, Facebook, Linkedin, Feedly and the WordPress integration). The only pain associated with Spokal is the cost. The Starter plan is $49/month and will handle up to 5,000 contacts (defined as people who have signed up to one of your lists and that Spokal tracks and scores). Once you understand what you’re getting, the financial sting is substantially reduced. We’ve bought and installed it for every one of our clients (free of charge to them). We do it because it adds value to the relationship.

Spokal has done a good job of providing video tutorials that help with most of the topics I mentioned in the list above. While this marketing automation application has great value to us, I would not recommend adding it if you don’t have a solid content strategy and a plan for executing that strategy. Spokal provides a nice high-end vehicle to accelerate your marketing efforts, but it’s nothing without its fuel (content).

John-Scott Dixon https://plus.google.com/+JohnScottDixon <![CDATA[Social Media Marketing Tip: How to Keep Your Tweet-Tank Full!]]> http://aidantaylor.com/?p=3875 2015-07-20T13:31:32Z 2015-06-18T23:06:14Z


In the world of social media marketing, there’s nothing worse than learning a few days have gone by where, for whatever reason, you accidentally went silent on Twitter. You failed to post. Especially with the knowledge that most social success comes from posting valuable information consistently. It’s how you cultivate an audience over time. We do this professionally, but on occasion something goes wrong, and we’ll miss a day for a client. It’s actually one of the things that keeps me up at night. Well, that was until I found Edgar

Edgar does several things that make it a “must have” tool for your social media marketing toolbox. 

  1. Obviously it has a scheduling system. But unlike Buffer and others, it allows you to create time slots based on a topic (throw-back Thursdays), weekly promotions (Hump day or weekend promotions), original content, curated content (influencer marketing) or whatever makes sense.
  2. For each type of post – you can build corresponding libraries. So, if you have two or three time slots spanning Friday at 5p to Sunday at 10p – you can build five or six really awesome, image-based Tweets which will be rotated on a last in, first out basis every weekend from now until when you stop them. You can always throw in another Tweet to keep it interesting.
  3. Using Twitter’s analytics (just click your avatar in the upper right of the Twitter application to reveal a menu containing “Analytics”), you can identify your best performing Tweets. These should be added to your Edgar libraries. They’ve already been tested with your audience and had success. Use them again – in fact, use them until they stop producing engagement. The Twitter experience is like driving on a highway littered with billboards – one after another. People may see your billboard, but they may not. It requires repetition or frequency to get noticed.
  4. We spend a ton of time crafting powerful 140 character messages – Edgar maximizes their opportunity to get seen – to be favorited, to be retweeted, to drive traffic to your influencer community or your website, etc. To let a great Tweet die after one posting would be a shame (and a tremendous waste of resources).
  5. Edgar has analytics at a Tweet level, so you can retire those Tweets that are no longer performing to your standard. It happens – although you should limit your Edgar libraries to evergreen Tweets (those messages that will be as meaningful in the foreseeable future as they were when originally written).
  6. Edgar works for other social media (Facebook, Linkedin), but we use it strictly for Twitter at this point. Once we’ve established huge libraries – we may turn on those accounts as well. This is because Facebook and Linkedin are not like highways with billboards – repeating content could be annoying to your followers on those networks.

Quick Comparison

Just to make sure you’re tracking with me – Edgar beats most other social media marketing tools for maintaining consistent output. For example, Buffer will stop posting when it runs out of content. CoSchedule will stop posting when it runs out of content. Hootsuite will stop posting when it runs out of content. To my knowledge, all other SMM tools require vigilance in keeping the content topped off. Edgar is a true set it and forget it application – although you should add new, proven Tweets on a regular basis to build your library.

Bad News

Edgar is neither cheap nor quick. You can start at about $50/mo – we moved to the $99/mo plan within a day of use. It was absolutely worth it. With regard to being quick – at the time of this writing, you can’t just get access to Edgar by visiting the site and signing up. You must request an invitation. Then, within a day or so (maybe sooner), they’ll let you in. I’m not sure if that is a gimmick to induce a sense of urgency, but it worked on me.

Bottom Line

Get your invitation to Edgar today or work with us to get immediate access, and we’ll buy it for you!