Month 3 introduces the concept of conversion rate optimization starting with focusing every page of your website on a single call to action and creating landing pages for great pay-per-click success. We’ll also start to develop your subject matter expertise by creating your first ebook (which you’ll use for lead capture later on).
Figure out when your target consumers are most active online and schedule your Twitter time accordingly. You can schedule your tweets with a tool like Hootsuite or Timely if you’re not going to be awake or available at that time. Remember though, that Twitter is a social medium, so try not to schedule tweets for times when you’re not around to converse (if the tweet is conversational in nature).
As a starting point, 9am PST is a great time to tweet. Reason being that it coincides with multiple times when people are actively unfocused on work and might be hanging out on Twitter instead. This time encapsulates:
- The start of the work day on the west coast of North America (when people are dithering on their social media accounts while they drink their morning coffee).
- Lunchtime on the east coast (New York) – where many folks are whiling away their lunch hour online.
- The end of the work day in the UK
Dan Zarrella has some excellent insight into the best times to tweet.
“Buy our peanuts! They’re the best in the world!!!”
Great, unless half of your target audience has a peanut allergy.
Segmentation is all about targeting your customers with communication that’s relevant to them. It can be a fairly complex process to get your customers added into your email program based upon different demographic, psychographic and software usage behaviourial patters – and it’s even more difficult to ensure that you move people between lists when their status changes (from being a free customer to a paying customer, someone who has bought 5 items versus 20, or whether they would appreciate a birthday gift consisting of poisonous nuts).
Given the complexity of this subject, you have to start somewhere, so try to draw some distinction between your customers: either by procession through the sales process (new, interested, registered, purchased, etc.) or simply by free vs. paying (online service SaaS model) or male vs. female (for marketing a clothing line).
When you start thinking about a new email campaign, break it down by the different groups you want to target within your list and segment them into different lists or subgroups to make your communications more targeted.
The folks at 3WeeksToLive put together a great video about segmenting your email campaigns. (Note: it mentions my company too, but the part you want to pay attention to is the Mail Chimp email segmentation bit at the end).