The Weeknd - Wasted Times (Official Audio)

The Weeknd – Wasted Times (Official Audio)


5 Tips for Alternative Search Engine #Marketing

You know there are more platforms besides Google to exercise your marketing prowess, right … consider these five tips to help you optimize your presence on some of the web’s other heavy hitters including YouTube, Amazon, TripAdvisor, Yelp, and eBay.

Calvin Harris & Alesso – Under Control ft. Hurts


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An Atlanta marketing exec has launched his own campaign to try to … So Membrillo in early April launched what he’s calling PrimeUpATL. He’s launched a website encouraging Atlantans to sign a petition encouraging Amazon to move to Georgia.

DMVRank – Internet Marketing Solutions

DMVRank is a Internet Marketing company whose main goal is to ensure an effective, steady growth of your business. As a company that constantly improves its service, we have decided …

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Should You make $300,000 with E commerce or Affiliate Marketing Info Product 🔑🔑


#Marketing Automation: 6 Steps to Convert Social #Chatter into Actionable Leads

Clearly place your website address on your social media page and even the … Because that’s not how social media marketing works. Here’s the harsh truth: You have an ideal customer profile. Stop targeting everyone! You must create high-quality content …

How to Use Facebook Messenger to Sell More E-Commerce Products

Facebook Messenger currently has more than 1.3 billion monthly active users.

Not only that, but 2 billion messages are sent back and forth between end users and businesses every month.

This is a huge opportunity to move consumers through the sales funnel and to boost your sales.

Now that Facebook Messenger has introduced the ability to purchase products directly through the app, the opportunity is even larger than before.

Unfortunately, many businesses seem to be struggling with successfully tapping into this huge market.

47% of customers surveys say that they didn’t have a positive live chat experience in the last month.

Not only that, but 56% of consumers can’t recall any exceptional live chat experience.

This means Facebook Messenger is a great opportunity to set your brand and your company apart in the eyes of the consumer, if you can do it well.

I’m going to show you how to wow your customers with Facebook Messenger.

I’ll help you figure out how to do this so well it won’t just improve your customer experience, it will also boost your sales.

First, let’s look at the main functionality of Facebook Messenger and why you should be adopting it as part of your business strategy.

Facebook Messenger is no longer just a messaging app

Facebook Messenger originally began in 2011 as a messaging app for Facebook users.

Messenger has since grown into so much more.

facebook messenger texting and so much more

Now consumers can watch videos, play games, connect with companies, make payments, send money, and more, all without ever leaving the Messenger app.

64% of Facebook users are on Messenger.

Not only that, but 50% of American teens use Messenger every day.

There is a large and growing target market sitting here for businesses to immediately access.

Businesses are clearly recognizing the potential as there are already 60 million of them signed up on Messenger.

You might see that number and assume it means the market is saturated.

Unfortunately, it seems like most businesses are struggling to provide the services and options that consumers expect.

A survey conducted by Kayoko found that while consumers love real-time support, they hate the typical live chat experience.

There is a noticeable lack of faith in businesses ability to handle live chat well.

starting a live chat conversation

This is important to remedy. Live chat isn’t just for customer support, it also impacts sales.

businesses realize live chat can grow their businesses

Live chat isn’t the only way to use Facebook Messenger to sell.

The chatbots can be used different ways to boost sales and build customer loyalty.

Not only that, Chatbots could save insurance, financial services, sales, and customer service departments $174 billion.

chatbots could save 174 billion

Combined with the Buy Now feature, Facebook Messenger is one of the top free Shopify apps to boost e-commerce sales.

First, I’ll walk you through how to set up a chatbot and the Buy Now feature of Facebook Messenger.

Then I’ll show you some of the best ways you can use Messenger to sell more products.

How to build your chatbot

The first step to using Facebook Messenger is to set up your chatbot.

While you’re setting it up, keep the following in mind:

  1. Use Simple, Clear Language and Instructions – Avoid technical jargon, complicated instructions, and overly complex responses.
  2. Use Guided Responses – Use prompts with response options. Open-ended questions can be difficult to properly program. It creates too many potential consumer responses to try to plan for.
  3. Don’t Be Pushy – Users can also easily block your bot if it’s annoying them. Slowly introduce promotions or selling opportunities. Monitor customers’ reaction to make sure you’re not annoying your audience.
  4. Have a Plan – Who are you’re building this bot for? Know who your audience is and what problem you’re trying to solve for them. Build a chatbot to solve those problems.
  5. Offer a Way to Speak with a Real Person – Make sure you don’t leave your customer frustrated with an unresolved issue. Offer a preset option like “Contact Support” in case their questions remain unanswered.
  6. Optimize and Update Your Bot – Continue testing and improving. Watch what your customers struggle with and how they respond to new ideas.

There are many services out there that will help you set up Facebook Messenger Chatbots, such as Mobile Monkey.

mobile monkey

For a simple do-it-yourself guide, Social Media Examiner has a great post.

Start by selecting a single goal for your bot such as handling order confirmations.

Refine it based on user feedback.

Then slowly add additional features that will start driving new sales.

If you don’t feel comfortable coding bots from scratch, you can hire a developer to build them for you.

Link Messenger to your e-commerce store

Once you have a Messenger bot, you need to sync it to your website.

After all, if Messenger isn’t linked to your site, it can’t reflect product updates, price changes and other information you need it to have.

There are three ways you can integrate the use of Messenger with your e-commerce website:

  1. Add the Messenger sales channel to your store site.
  2. Add Facebook Live Chat to your e-commerce store
  3. Add the Buy Now button to your Messenger bot.

The Messenger Sales Channel

The Messenger Sales Channel allows customers to view your product catalogs within the Messenger app.

When they find something they want to buy, it will take them to your e-commerce checkout page.

You can also use the Messenger sales channel to respond to customers’ questions and provide automated notifications about their orders.

It’s easy for customers to contact you. They can either click Message Us from your online store or click Message on your business’s Facebook page.

Shopify walks you through a few simple steps to add the Messenger channel if your e-commerce site is through them:

add the messenger sales channel

Facebook Live Chat

Facebook Live Chat is one of the Best Shopify Apps for Customer Service in 2018.

zotabox facebook messenger

The Facebook Live Chat Shopify app allows you to provide chat on your Shopify website, whether they’re on mobile or not.

zotabox facebook live chat

You can install it on your site by clicking the “Get” button and following the links.

Set up options include the following:

  1. Display on Certain Pages Only
  2. Time on Site
  3. Scroll Down Page
  4. Minimum Screen Size
  5. Mobile Friendly (for some tools)
  6. Exit Intent (for some tools)

zotabox facebook live chat reviews

The Buy Now button

Unlike the sales channel, which brings customers out of Messenger to your site checkout, the “Buy Now” button allows for purchases without ever leaving the app.

All a customer will have to do is tap the button and go through a simple checkout process within the app.

buy now button in facebook messenger

Customers contact, shipping, and payment info will be pulled automatically from their Messenger profile if they’ve set it up.

To complete the purchase, they can tap “pay.” They will then receive an order confirmation, including the option to see a receipt.

You will receive payments from these purchases through a PayPal or Stripe account.

Use targeted chatbots to boost conversions and sales

Now you’ve set up a basic chatbot, and you’ve synced Messenger to your e-commerce site.

The next step is to start building in the more advanced chatbot options to drive more traffic, conversions, and sales.

Provide customers with entertainment.

Consider designing your chatbot for entertainment, assuming it fits with your brand.

You can send fun facts, games, and entertaining content.

The Trivia Blast chatbot is a good example of this.

trivia blast facebook messenger

The chatbot will send regular messages with game suggestions and calls to action to play them.

Users can sort the trivia games by topic, and some games offer the option to “challenge a friend,” inviting more users to sign up.

Consider these points when building a chatbot for entertainment:

  • Always ask users to opt into receiving new content.
  • Make sure all of your content is mobile-friendly.
  • Use lots of videos and images to keep your messages engaging.

Offer customers free stuff.

Everyone loves free stuff when there is no commitment required.

They get something without any effort.

According to Dan Ariely from Duke, the word free “gives us such an emotional charge that we perceive what is being offered as immensely more valuable than it really is.”

You can use this “free effect” with your chatbots to generate leads.

Here’s a chatbot that offers tips for de-stressing.

distressing facebook messenger

Why offer something free?

It helps build a meaningful relationship and engagement with your customers.

Your willingness to give away something for free before a customer buys anything builds trust.

This will help increase your conversion rate.

Build engagement with empathy.

Empathy is a powerful tactic in your marketing arsenal.

Empathy is showing another person you understand how they feel and what they’re going through.

When people believe you understand them, they are more likely to buy from you.

Empathy from a chatbot is more difficult than with human interaction, but it’s still possible.

Build your bot to mimic empathetic questions and responses. Make the language emotional and understanding.

Check out this chatbot from Sebastian Kull.

sebastian kull chatbot

By asking, “What is your biggest business struggle right now?” the chatbot is trying to project empathy and concern.

Consider these ways of using empathy in chatbots:

  • Offer free advice for a problem.
  • Use language that empathizes.
  • Give away exclusive, valuable content.

Empathy is great for building trust with prospects and generating leads.

Encourage sharing and referrals.

Not much in marketing is more powerful than word of mouth.

People trust their friends far more than they trust a salesperson or paid advertisement.

That’s why people click paid search results far less on Google than organic results.

web visit channel distribution

It’s also why reviews and other social proof increase conversion rates.

People trust other people. And they trust their friends even more.

Companies with consistent referral programs experience a 69% faster close, 59% higher lifetime customer value, and 71% higher conversion rates.

percentage of companies with referral programs

How can you use word of mouth in your chatbot?

The easiest way is to ask for a referral after they’ve bought a product and are happy with it.

You can include a “share” button that allows people to share the chatbot with their friends.

share button on chatbot

If you target people with this when they’re most satisfied, you’ll gain new customers by leveraging your existing ones.

It’s a very effective marketing technique, with a high conversion rate.

Encourage lead nurturing through chatbots

Most people don’t just visit your website once and then buy.

The average person will visit your website and see your product multiple times before ever purchasing.

That’s why lead nurturing is so important.

Before AI, lead nurturing was done through automated email messages, email segmentation, and manual prospecting.

59% of Americans are willing to receive coupons or special offers through a chatbot.

americans willing to receive offers or coupons through chatbots

People are increasingly more comfortable with receiving offers from chatbots. This means there is no need to fear that using them will make your business suffer.

In fact, chatbots seem to be outperforming apps.

The average retention with the bots after just one month of use was 40-60%. The apps? 20-40%.

retention rates of bots

Chatbots respond quickly, and they don’t forget to send a message.

They are the perfect, cost-effective option for nurturing leads.

Provide guided sales advice.

If you had the choice between searching a website solo or having a salesperson guide you, which would you choose?

I’m willing to bet that you’d prefer to browse on your own.

That’s what I’d choose.

Consumers like to be left alone to shop.

consumers prefer chatbots

The great thing about chatbots is that consumers feel like they still have the comfort of shopping alone.

There is no anxiety of interacting with a “pushy salesperson” since everyone knows chatbots aren’t real people.

You can use your chatbot to interact with customers in a non-invasive, low-pressure way.

Here’s a great example of this:

shop spring chatbot

Chatbots can ask customers questions and then only show products they’re interested in.

spring chatbot product discussion

Make sure you build your chatbot to ask questions about price, type of product, and style.

Then, set it to only show users the items they’re actually interested in.

Provide gift buying support.

84% of consumers experience gift buying stress.

Luckily chatbots can help ease this stress
Chatbots can make gift recommendations.

GiftGuru does this in a way that’s fun.

giftguru chatbot

During the holiday season, people are going to buy gifts.

You can make this easier for your customers and boost your sales with chatbots.

They are less expensive for your business and less anxiety-inducing for your customers.

Use chatbots for data mining.

Data is as valuable as gold.

Validated tests with meaningful data show us right from wrong in our campaign attempts.

A/B testing is more possible than ever before with the rise of artificial intelligence and chatbots.

Bots can have an enormous amount of conversations in a short period of time. Every time they do this, they are gathering new, relevant data.

Consider the shopping bot, Celebstyle, as an example.

It allows you to steal your favorite celebrity style.

celebstyle chatbot

Then it offers suggestions of clothes based on that celebrity.

celebstyle chatbot where to get this look

Every time a consumer chooses a celebrity or buys clothing, it provides new data.

This can then feed into your analytics tools and reports to help you improve the targeting and layout of your ad campaigns.

Improve your customer support service.

Customer support has traditionally been a challenge for businesses.

Chatbots can make a significant difference here.

In the healthcare and banking industries, a bot answering questions saved an average of 4 minutes when compared to an in-person inquiry.

chatbot time saving

On top of that, more than 50% of customers expect businesses and their support center to be open around the clock.

50% of consumers expect a business to be open 24/7

This is a lot easier, and cheaper, to do with chatbots.

The hardest part of salesmanship is responding promptly and being available all the time.

Chatbots can do this better than humans.

The average company takes 10 hours to respond to a consumer’s message.

10 hours average time for company to respond

A bot can respond immediately.

Check out this conversation with a shopping bot named Magic.

magic chatbot

The customer instantly gets what they want, when they want it, no matter what time it is.

This is a great way to boost sales in a world that is becoming increasingly busier.

Narrow down your target marketing.

Can you imagine if bots were able to learn about and send them customized messages that catered to their specific location in the sales funnel?

It’s already happening today with email segmentation.

Low-commitment prospects are sent low-pressure emails. High-commitment customers are upsold on the newest product.

MailChimp sees a 14% higher open rate and a 100% higher click-through rate with segmented campaigns.

segmented emails outperform

If it works for email, it will work for bots too.

Segmentation will eventually become fully automated.

H&M’s bot already does this on a small scale.

hm chatbot

The bot asks users which outfit is their favorite. Then it automatically creates a user profile for each person based on their answer.

This means the bot (and the business) is becoming better and better at showing outfits that will resonate with their target customer.

The robots are learning, and this helps your company better target ads and boost sales.

Help customers comparison shop.

Everyone loves to find a good deal.

How do you know when something is a good deal?

You need to be able to compare prices of identical and similar products.

In the past this may have meant opening several browser tabs or calling different companies.

Now, chatbots can do it all for you. This allows your ideal customers to easily comparison shop.

5Gifts4Her is a shopping bot that allows users to easily compare potential gifts across similar product and price ranges.

5gifts4her chatbot

Chatbots can even be programmed to compare local prices based on the location of a user.

price comparisons chatbot

Thanks to this new technology, comparison shopping has never been easier.

You can use this technology to boost consumer trust and ultimately sales, assuming you’re competitively priced.

Share locations & tracking with customers.

Do you offer in-store pickup for your products?

If so, instantly sharing your location with a customer can save time and effort for both of you.

Location-sharing makes it easier for customers to find you and plan how to reach your shop.

send location in chatbot

If you ship directly to home, it can work the other way around as well.

Customers can instantly provide you with their address via Messenger instead of having to type it in.

These simple chatbots can tell your customers important information about their order after a purchase has been made.

They can send an order confirmation and shipping notification.

Shopify has several Messenger chatbots that can provide order updates. They typically start at only a few bucks per month.

An order confirmation looks like this:

zennkai salon chatbot

When the order ships, the customer receives another notification.

zennkai order tracking

Customers can also click “Track shipment.” This will take them directly to the shipping carrier’s website where they can see up-to-date information on the location of their package.

Your customer can also choose to click “View order,” or “Continue shopping.”

Either of these options directs them back to your website to encourage more shopping.

Use Messenger chatbots for abandoned cart recovery.

More than 60% of consumers abandon their shopping carts before completing the purchase.

ecommerce cart abandonment rates by category

In Finance and Non-profit that rate is as high as 83%!

That means 2 out of 5, or less, survive all the way through your checkout process.

Chatbots can help you with this.

Since you’ve already connected Facebook Messenger with your website, you can use it to automate an abandoned cart follow-up sequence.

Pura Vida Bracelets already does this well.

pura vida bracelets chatbot

They didn’t stop with a simple reminder.

They also offered a 20% off discount in a great attempt to close the deal.

beachlife bracelets coupon

Adding a discount to your offer incentivizes people to finish their purchase.

The two main reasons people abandon their shopping cart is that the final price is too high.

ecommerce cart abandonment reasons in united states

Adding a discount to your abandoned cart follow-up leverages this and may capture consumers who abandoned due to the price.

Here’s another great example:

commerce bot chatbot

Why are chatbots such a great place to recapture cart abandoners?

People often have their email notifications turned off, but they rarely turn off their Messenger notifications.

This means you’re more likely to reach them immediately.

The faster you reach people who hesitate to buy, the higher the chance that they’ll finish their purchase.

faster is better in sales


Messenger apps are a huge marketing opportunity.

More consumers and businesses are adopting the use of mobile and messaging social apps every year.

To use Messenger to boost sales, you need to make sure customers enjoy interacting with your brand.

The last thing I want to do is push away consumers with poorly programmed chat bots.

That’s why it’s so important to use Messenger and chatbots right.

Start with setting up your bot for basic interactions. Then sync it with your e-commerce site and add the “Buy Now” functionality.

Once this is done, start programming your Messenger chatbots for interactions that will increase your sales.
These include offering entertainment, free stuff, advice, and support through Messenger bots.

Additional options are lead nurturing and engagement interactions.

I recommend you use Messenger to test your bot programs as well as your other ads, to data mine, improve targeting and boost your sales.

Program these interaction sequences in with simple language, guided responses, and the ability to speak to a real human whenever needed.

This will have you outshining the competition and increasing your sales in no time.

How do you use Facebook Messenger to sell?

About the Author: Neil Patel is the cofounder of Neil Patel Digital.

Online marketing alapok – Az online marketing alapjai. source

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Calvin Harris – Blame ft. John Newman


Calvin Harris – Outside ft. Ellie Goulding


3 Ways to Avoid Creepy #Marketing Practices and Build Trust With Your Customers

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SEO Training in Nepal (Internet Marketing) By Umesh Singh Rajput

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Calvin Harris – Feel So Close


Did You Give Up?? 😐😐


User Engagement: The Most Important Metric You Aren’t Tracking for Your SaaS Business (and how to do so)

**Click here to check out Sherlock – our recently released product on Product Hunt now**

User engagement is the lifeblood of every SaaS business.

Whether you run a light, freemium prosumer app; or a heavy, enterprise B2B app – the success of your business is dependent on the engagement level of your user base.

This is because the business model of SaaS is based on retention.

It’s not about acquisition. You can sign-up as many customers as you want, but if they all leave after a month – you lose. The entire SaaS business model breaks without retention.

And engaged users stick around for a long, long time. Unengaged users don’t.

Without an engaged user base, you don’t have retention. Without retention, you don’t have a business.

It really isn’t much more complicated than that.

So…if user engagement is really this important to any SaaS business, why is it so hard for most of them to answer some seemingly simple questions,

  • Who are my most engaged users?
  • Which are my most engaged accounts?
  • Is my total engagement going up or down?
  • What is my most engaging event?
  • And a slew of other questions about user engagement…

I have always found it crazy that almost no SaaS businesses truly understands how engaged their user base is — now or over time. Certainly not from a quantitative perspective.

Even though it’s super important.

In this post, we will attempt to remedy that by laying out a framework for creating an essential engagement score that will allow you to actually quantify the engagement of your userbase.

*Full disclosure — we built our product, Sherlock, to enable product teams to easily build, track and take action on a custom built engagement score. You can check it out here.

Four steps for creating a User Engagement Score for your Product

STEP 1: Define Engagement for your Product

This first step for creating an engagement score is a strategic step. In this step you need to think about what engagement means for your specific product.

Active vs Engaged Users

A quick note about active vs engaged users. They are not the same. Lincoln Murphy, one of my favorite SaaS thought-leaders said it best:

“Very often, I see people using the terms ‘active’ and ‘engaged’ interchangeably when talking about user engagement. I think this is a mistake. These terms are related…but do not mean the same thing. You want “engaged” users…not just active users. A common definition for engagement for many SaaS apps is: number of logins. Seriously. This is a lot more common than I wish it were (I see it ALL THE TIME), but this is how a lot of SaaS providers measure ‘engagement.’ Logging in is a proxy for an active user, but it is certainly not engagement. Someone might login to your product to find the cancel button. Engaged users are those who are logging in and using the features that are driving value for him/her.”

I completely agree with this perspective. We don’t believe in some universal definition of engagement that applies to all products. Each product is unique. Each product has its own nuances which define successful engagement. So…it’s important to define — specifically — what it means to be “engaged” with your product.

For example, a B2B productivity tool could define “engagement” as a certain number of projects created, tasks created, tasks completed, team members added, comments left, files uploaded, projects completed, etc.

A social networking application could define “engagement” as a connections made, posts/updates, likes, comments, etc.

The point is —  your product IS unique. Don’t run away from that fact. Embrace it and create a engagement model based on the important (and unique) activities that are important to your product. My guess is that you already have a good idea of what these activities are.

If you don’t, I would suggest a quick survey of your team. Ask everyone a very simple question:

“What is an engaged user of [our product]?”

They should answer with something like, “An engaged user of [our product] does X, Y, Z.”

You will receive some very interesting answers. Undoubtedly, some will be very qualitative while others will be more quantitative. None will be “right” (there is no “right”), but these responses from your team will give you a great starting point for defining engagement and maybe help you think about things you hadn’t before.

Regardless of how you get there, you should now have a list of ‘engagement’ activities that a user can take in your product (or even outside of your product). It could look something like this:


  • Logged in
  • Added photo
  • Shared photo
  • Invited friend
  • Commented on photo
  • Edited photo
  • Posted to Facebook
  • Posted to Twitter
  • Opened email
  • Clicked on email

Once you have this list created (and don’t worry — things can change — you will be iterating and refining this over time and as your product evolves)…you can move on to Step 2 – tracking these activities.

STEP 2: Start tracking these product activities (ie — events)

I’m assuming most SaaS teams reading this are already tracking their important product events.

But if you’re not….what are you waiting for? Get yourself a Segment account and get it done.

No excuses…make it happen (then move on to step 3).

STEP 3: Weigh each ‘engagement’ event

Now that you are tracking your important engagement events, the next step is to weigh each event based on its impact, or its importance, to overall engagement with your product. This is an essential step because:

All activity is not created equal.

Certainly the act of inviting a new user to your product is a more engaging act than simply logging in (as Lincoln Murphy argues). Writing a long post on a social media site is more engaging than simply liking a post. Creating a project on a task management application is a more engaging than simply completing a single task. And so on.

So you need to weigh these activities accordingly. Create a table that looks like the one below. List your engagement events on the left column, then add a column for Event weights:

sherlock event name event weight

You can have a score range of 1–10, 1–100, 1–1000…whatever you want. The point is you should give each event a point value that is in line with its value to overall engagement. As a general rule, more common, higher-frequency events should have lower point values. Less common, lower-frequency events — those used by “power users” — should have higher values.

Then, for each one of your users, you should add a column for the number of times they triggered each event over a period of time (for example, the last 7 days):

event name event weights number of weights

Then simply multiply the event weight by the number of events – it should look like this:

total event value

The total of all your individual event values will give you a total engagement score for an individual user.

Then…just run this for each one of your users and you will have the basis for a quantified user engagement score.

you did it congratulations elf will ferrell gif

But don’t stop there. Next step is to give it all some meaning.

STEP 4: Give it Context

While this step isn’t necessary for creating an engagement score for your product, it’s an essential step for making that score valuable for your business. There are a few ways you can give this score context so that it can help you make decisions:


When every one of your users has an engagement score, that gives you the opportunity to do something amazing — actually rank your users based on their engagement. And this opens up so many opportunities. To name a few:

  • Discover your power users and find out what makes them great;
  • Prioritize sales efforts to focus on engaged accounts that will convert;
  • Prioritize customer success efforts to drive great support, identify problem accounts and growth opportunities;
  • Drive more personalized marketing programs;

This kind of user ranking can help you understand your users in the context of their actual engagement with your product — which is incredibly powerful.


By calculating a score for each one of your users, you can aggregate those scores to create an engagement score for your product as a whole.

user engagement score sherlock

By tracking this average score overtime, you can determine whether or not the work you are doing on your product is actually driving engagement.


A user engagement metric becomes tremendously helpful when comparing different populations of your of users. You can compare the engagement of new users vs older users; users on a free plan vs those on a paid plan; users with different access-levels; etc.

The opportunities to gain insights by comparing engagement across segments are endless.


Ultimately, a good user engagement score is an essential business metric — not just a product metric — for any software business. So, comparing the levels of user engagement to other business metrics — like sales, retention, growth, LTV, etc is a great way to ultimately predict and forecast business progress based on engagement levels.

And if you don’t think user engagement is tied to the value of your business…read this (it cost Twitter over $1B in market cap): Morgan Stanley downgrades Twitter

Keep improving

Peter Drucker is famous for saying,

“You can’t improve what you don’t measure.”

This is certainly true when it comes to user engagement. It’s an essential metric for every software business — so you need a way to measure it and make it actionable. We hope this post helps offer a framework for getting a quantitative handle on engagement.

If you’d like to have a product that does all of these steps for you, we can definitely recommend Sherlock – we’d love to hear your feedback!

About the Author: Derek Skaletsky is the Head of Product and Customer Success at Kissmetrics. Previously, he founded the engagement automation app Knowtify which was acquired by Kissmetrics.

Calvin Harris – Sweet Nothing ft. Florence Welch


What is Competitive Advantage?

What is Competitive Advantage?

If your business doesn’t seem to be flourishing or can’t seem to distinguish itself from the may competitors out there, you may be suffering from a very simple problem. But to get ahead of your competitors once and for all and distinguish yourself from everyone else in your market takes understanding of a very important concept for entrepreneurs: competitive advantage!

What is Competitive Advantage?

The practice of gaining an ‘edge’ over competitors by offering consumers greater value — either through lower costing products or services or offering higher quality services or products which justify higher prices — is known as a competitive advantage.

Competitive advantages can differ greatly even among similarly-sized companies delivering the same services or producing the same products, and for small businesses and especially start-ups, they are the most crucial element of the entire marketing strategy.

Identifying and Creating Competitive Advantages

First of all, your business may have a built-in competitive advantage to promote, such as the incorporation of certain software that makes the customer’s experience easier. The location of the premises might also lend itself to being a competitive advantage for some businesses. For example fast food outlets benefit from being situated in a densely populated part of a city.

But even if there is no obvious advantage in the set-up or basic circumstances of the business, one or more can be created by surveying the competitive scene, examining the services provided by rivals and identifying an additional and unique service to enhance the benefits of the primary service being offered. For example, an online retailer promising to ship out all orders made during working hours on the same day will have a competitive advantage over similar businesses that make no such promise.

Great or unique customer service is often the easiest way to establish a competitive advantage, but others might include lower prices or bundle deals. Being a small business can be a competitive advantage by itself when competing against larger and more established companies.

How to Gain a Competitive Advantage

When a small business markets its competitive advantage, the company must ensure this advantage is specific and not too vague for customers to appreciate. For example, don’t promise customers you will ship out their orders as fast as you can. Make the advantage clear and easy to grasp. Promise to ship all orders made before 4:30 pm on the same day they were ordered and you have n advantage customers can easily understand.

Simply saying you have the best customer service isn’t going to translate into a competitive advantage. However, initiating a unique policy that directly benefits your customers will certainly count as a competitive advantage and will be the reason people choose your business over your competitors.

The key to successfully gaining a competitive advantage is to make a clear, concise and easily recognizable distinction between your business and others in your industry. To be easily recognizable, the advantage must be demonstrable and easily proven to customers.

It might be hard to believe, but a large proportion of small businesses still don’t have a website. With more and more consumers going online to find services and buy products, having an easy to use website might be another clear competitive advantage.

Keeping up with marketing trends and not being left behind competitors is a vital aspect of competitive advantage. For example, if your competitors are going mobile through apps and mobile websites, your business should also go mobile before you’re the only one who hasn’t. Failing to go mobile could make it more and more difficult for you to attract new customers, while doing so will help you give your small business a sustainable competitive advantage.

A well-run business might identify multiple competitive advantages when developing a marketing strategy, but be wary of casting too wide a net and weakening the impact of the advantages directly increasing the company’s profits. Identify the ones that will bring in the most money and focus on those.

Don’t add fluffy or subjective claims in an attempt to build on genuine advantages. For example, sandwiching a genuine competitive advantage like same day delivery in between claims of being “the best this” or “the best that” around can undo all the good work done in identifying or creating your genuine competitive advantage in the first place.

Of course, the biggest mistake companies make in this area is promising a competitive advantage that they can’t deliver. This leads to unsatisfied customers who won’t return, not to mention the loss of potential new customers due to bad reviews.

Photo via Shutterstock

This article, “What is Competitive Advantage?” was first published on Small Business Trends

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