Yet another marketing expert met by coincidence

An interview with Jordan Pijnenburg. I find it so interesting that when you dive in a subject that you tend to find the people that are connected to that subject. Some people say it is the universe answering your desires, others say faith and there is a group that calls it the Law of Attraction.

jordanpijnenburg
Jordan Pijnenburg – Sales/Digital Marketing Expert

The mechanisms of these thought experiments tend to work for me, but I have to say the theoretical framework of most of these metaphysical concepts I find not very meaningful. For me they don’t give a satisfying answer to these questions. But I get distracted.

I met Jordan on the street when I was working at a sales job that I’ve been doing the last couple of months. Jordan works in sales as well, but after a couple of minutes it became very clear to me that he had a lot more experience in the field of digital marketing as I had. Not long after this I asked him if he was open for a chat on this, where I would show him how we worked at Delitelabs and if he had any tips that he could share with me. He was more than happy to go over a couple of things and so it happened that we planned an interview. Yet another expert I could learn from!

The interview

Before the interview started I wrote down on one page on what I wanted to go over with him. I wanted to show him our Social Media output, our blog, I wanted to know about frequency of Social Media output, SEO and some tips on efficiency and effectiveness of digital marketing in general.

The blog & SEO

We started out with the blog. I showed him our blog and what we did already did to improve the awareness and engagement of our business. We showed him a couple of things that we did to improve our blog and make it more noticeable for our readers.

One of the first tips I got from him was to have contact with other blogs. Try to write about what you read about other blogs and point out what you like about those blog posts. If you connect in this way you are more likely to create awareness for yourself BY providing traction towards the other blogs. In other words “be nice to others”. Also the other way around. When you would write an article about a subject like entrepreneurship or a personal story about one of our participants that is good enough, ask the blog you’re connected with to post this on their posts. Ramit Sethi also talks about this and he calls it “guest posts“. This is how he creates lots of new likes, clicks and therefor impact.

There are a couple of plugins you can use to check and measure how well your SEO of your blog is. Luckily we already have two of these tools built into the blog of Delitelabs.

SEO Delitelabs Blog

Facebook, Engagement and Awareness

There is also a lot to say about Facebook. Facebook has a lot of features you can use to improve your company page. We could see that our page was the last two weeks degrading in worth. Worth as in the amount of people that have been reached and engagement in our page. From around 4000 that we reached in a week to 1750 people right now. He advised me two very general but important things to take into account.

Target audience

First, we have to look at who is our main user or target user. Male, female, old, young, newcomer, etc.. We can check this in the analytics of Facebook. This can be very interesting to see. Below is an overview of these statistics and I’ve also done a couple of other posts on this, but here it is again as an overview of our target audience.

Delitelabs Facebook Target audience

Here you can see that our target audience is almost a fifty/fifty rate between male and female. That most of our target audience is between the age of 25 and 34 and that most of the people that come to our pages are located in the Netherlands. Interestingly, but also very logical is that the second group is from Spain, because we had also a settlement in Valencia.

Another great feature of Facebook Insights (analytics) is that you can view at what time and day your audience is most active. Below two examples of our Facebook page. This is very important because this effects your engagement and reach/brand awareness. The first example is a graph that shows the general times of the week that people are active and the second is an example of a specific day compared to ‘the normal day’.

The normal Day

Delitelabs facebook page days of the week and views

Tuesday

Delitelabs Facebook page views at time of the day

Engagement and Awareness

We talked also a great deal on engagement and awareness. He said that it was clear, and I could concur this from other well known entrepreneurs that I follow, that awareness doesn’t necessarily means improving engagement. But Engagement definitely improves awareness. We talked about ways I could increase the engagement of our Facebook page for example. One of the ways is to create discussions on our page. We can do this by asking questions to our audience. Another thing is that you can have small questionnaires that people can fill in on how they feel about a certain subject.

Actuality and inspiring communication

Two other points of of communicating with our Facebook page is look at actuality and react to it. As in, if there is something very interesting in the news that a lot of people follow or watch, try to combine this with your brand. Another thing is when we continue on this s when there is something that is happening in our niche (refugees & entrepreneurship) than you can also immediately share this content and you’ll be thanked for the spreading of interesting content for your followers.

This also goes for inspiring messages that you put out yourself, e.g. the story of our refugee students. That’s another tip I got. Emotions work and sell. Try to get under peoples skin. Try to be inspiringly persuasive with your messaging. This works.

Conclusion of this interview

Blog

I had a couple of things that I want to go and implement more in our own way of spreading good messages and improving our following. I want to link more with other blogs about entrepreneurship. I already have a couple of blogs in mind that I find interesting and have a lot of content to share about starting your own business (Ramit Sethi, Tim Ferriss, Tai Lopez, Simon Sinek and Emily Wapnick)

Follow ups / New Research

As a few tips Jordan gave me also a couple of new follow ups to consider. Moz.com is a website that has many articles on how to be more visible on the web. Especially their youtube channel I should be looking at in his opinion. In the episodes that are called: “Whiteboard Friday” they go over a large range of subjects that all have to do with online visibility. From SEO, to link building, from content creation to Google Analytics. So I’m going to go over a couple of these videos and see if I can get a better grasp on what we can do in terms of spreading and SEO.

A Hashtag Trick

One last tip that I got from him in regards of Twitter and Instagram which I really liked he called “cheating hashtags”. When you put something out on twitter, you should load it with relevant hashtags. But what you also could do as in cheating, and you should be careful with this, to put hashtags that are really the trend right now in the comments of your Twitter/Instagram post. Bots will give likes to it, because they only react to posts that use hashtags that are really popular at the moment. At the time you have a lot of likes you delete the comment and you have a lot more awareness without your brand image getting degraded. And this is the tricky part. If people find out, this could also cause damage to your brand. But this is definitely something to think about of doing.

Thanks for reading and stay tuned for more interesting information regarding crowdfunding and digital marketing tips!

Steve Vick: Let an expert do the talking

Steve Vick is de founder van non profitally. This is a company that helps building a non profit from the ground on up. They take you through the whole process. One of the subjects also discussed on the site in deeply, luckily, is how to successfully run a crowdfunding campaign. There are a couple of videos on this and one of them gives a very good overview of what a crowdfunding campaign in essence always needs, unregarded on what type of project you want to start a crowdfunding campaign for.

stevevick

This is him, Steve Vick. In the Youtube video: How to start a crowdfunding campaign? He lays out a couple of ground rules if you really want to launch a crowdfunding campaign. There is actually a whole lot more prep work than I initially thought. Not only man hours have to be put in to execute the things that needs to get done, but a lot more strategically think work that you need to get your head around before executing. Here are a couple of things to ponder on, that I will get into later:

  • The team
  • Set period of CFcampaign and target amount
  • The story
  • PR/marketing
  • Sollicitation
  • CF-video
  • Webpage

These are the subjects he touched upon and where very helpful to have an overview of the activities that we have to spend time and maybe money on to make it a success. So I’ll go over them step by step. First of…

The Team

Because there is so many activities to get done you really have to get a team. If you don’t find one. Defining the roles of the team is an essential part. If you define the roles and responsibilities beforehand the activities that need to get done will be so much more efficient and effective, so very important to divide the roles that need to get done. Roles that need to be divided are: Content creation, phone calls that needs to be made, managing and enlarging your network (making a crowd), the creation and maintenance of the webpage, devising a story (and creating perks and incentives). All these things have to be done and handled by the team and if you don’t have your roles and responsibilities well organised the effect will be a lot less than it can be.

Set a period for the CF-campaign and target amount

This is another essential part of running a crowdfunding campaign. The donator wants a couple of things. Before he donates any amount of money he wants to know if the campaign is for a good cause, if the amount will be reached (or if it is likely to be reached) and there has to be an urgency.

The urgency that we, as the creators of the CF-campaign, need the money ASAP. You can say we’ll run the CF-campaign for 5 months, than we’ll have plenty of time to get funded, but the research has shown that the results of this strategy is counter-intuitive. The incentive or urgency for the funding is out of the window. Most successful CF-campaigns run a period of 7 to 9 weeks.

Some people will answer to the question: “For how much would you like to get funded?”. “As much as possible”. But normally this is a bad incentive for the donator. You have to show them why you need that kind of money. You can do this with a couple of things. The most successful CF-campaigns they also have the most interesting and beautiful videos. They show you quality, beauty and most of the time the credentials that back up the quality that they already shown. Tell your audience who is going to benefit from the money that they give, most campaigns on Kickstarter have perks that they give away for a pittance price for example. So also think about how it will help the donator. Will it only make them feel good by contributing or like the projects on Kickstarter let them also buy an interesting new innovative product? So make your target amount reasonable and feasible.

PR and Marketing

There are many things that you have to and can do when it comes to PR and marketing of your CF campaign. But if we get to deep in the matter it will be gibberish for your so I thought to myself how can we make this a bit easier. To do this here are a couple of questions you should ask yourself that will keep you starting with the PR and marketing the same as we have done. Guided by this video and a couple of others. Here are the questions that you should ask yourself when you’re working on the marketing:

  • How much pre-made content has been made for every (social) media output that you are going to use? (Instagram, Twitter, Facebook, LinkedIn, Snapchat, Whatsapp, Phonecalls, mailing)
  • What content should you spread and how should it be structured? Check this link to learn this.
  • Which tools are you going to use to systemise your media output so that you can be more efficient and effective? (think about the social media named above, but also tools like Thunderclap, Mailchimp, Hootsuite, Heroes&Friends, Nouncy, etc. Check this link if you want to know what these tools can bring.)
  • Who are we as a company, what is our mission and how are we going to convey this message?
  • When are the milestones of your campaign and how are you going to let your crowd know when these have been reached?
  • Have you written a Pitch text that is inspiring for people to listen? (max. 500 to 800 words long)
  • Which platform are you going to use?

CF Video

The crowdfunding video is also a crucial part of the campaign. This is your opportunity to shine and persuade your costumers to actually incest in your product. Here are a couple of tips on a interesting CFvideo. To really know how to make a great video I’ve compared 10 very successful Crowdfunding campaigns of Kickstarter in one of my articles. I’ve also visited a couple of events that get a little more into storytelling. Check my visit at the Campus Party, my evening on storytelling or my visit at the Filmschool Amsterdam.

CF Platform

Before you go into the platform here are also many things to consider before you choose the right one. Ponder on the following questions so that you can make a better decision on what the best platform would be for your campaign.

  • Does the platform allow multimedia (video, pictures, integrated social media functionalities, etc)
  • How much effort (amount of clicks) does a potential donator has to do before he can actually donate? This really is a huge factor in how well your campaign will go.
  • Can you import a mailing list in the platform?
  • What are the fees that are being asked? (AKA how much money keeps the owner of the platform in what situation, success or fail?)
  • Can you keep the money even if your campaign does not reaches its goal?
  • Can you place updates (e.g. about milestones) on the platform?
  • Is the page customisable?
  • Is it also a customisable url?
  • 30% of the platforms needs an approval process. How long is this process?

I hope this was a good read for you guys! If you have any questions, remarks or suggestions just let me know!

Keep you posted!

Conclusion

This was a very interesting talk. I got a way better idea how much work is in the creation of a successful crowdfunding campaign now and that frightens me a bit, because it is so much work and we are only with a small team. On the other hand, we know now that it is a lot of work so we can be better prepared for this. see here how we went about social media, here what we did to create a good story and here is the actual campaign we launched and created success.