Monica O'Brien is the author of the book Social Pollination: Escape the Hype of Social Media and Join the Companies Winning At It. The book is a step-by-step guide for small and mid-sized businesses that want to find more customers effectively. Get the book:

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I finally read The 4-Hour Workweek. Here’s what I think.

By Monica O'Brien on April 28th in Entrepreneurship 21 comments

When it comes to business books, I’m like the anorexic girl at the five star restaurant. Always order, never eat. Push the food around on my plate.

My shelves are lined with interesting books, but I only ever read a small subset of fiction (usually urban fantasy or sci-fi). I told myself I would not buy any more business books, because I never read them, and because I already went to an expensive business school that assigned those classic HBR essays where 90% of the material from most business books are derived. At this point, if I want to learn more about business, my time would be better spent studying philosophy.

Find out why I finally read The 4-Hour Workweek

Integrating email marketing with social media

By Monica O'Brien on November 3rd in Marketing 11 comments

LijitAccording to the newest Small Business Marketing Health Check report from Hurwitz, the top business challenge for small businesses is by far attracting and retaining customers. As a result, most small businesses are turning to digital marketing channels. Over 70% of small businesses surveyed are using social media channels like blogs, Twitter, LinkedIn, and YouTube, while nearly 50% are using email marketing techniques.

The question the report poses is, how can we integrated social media efforts with email marketing to meet the challenge of attracting and retaining customers?

The best welcome email I’ve ever received

As you may have noticed, I recently revamped my website. In doing so, I added a new search service I’ve been meaning to look into called Lijit.

I first heard about Lijit through a fellow blogger, Grace Boyle, who works at the company. Several of my online friends were also using Lijit, so it was a service I definitely wanted to learn more about. My biggest question was, “Why use this instead of Google Search?”

My question was answered without me even asking, within a day of signing up for the service and setting it up on my site. Here’s the email I received from Grace:
best-welcome-letter-ever

You’ll notice I highlighted a few sections of the email that I thought were special:

  1. A simple personal greeting – fairly basic, shows me that the company at least knows my name and cares to use it.
  2. An entire introductory paragraph that is personalized with my website and exactly what I downloaded and when. Nope, this wasn’t a standard, automated email we send to everyone, so I read more closely.
  3. Over 11,000 users. Social proof. This demonstrates I’m in great company, and making a smart decision by using Lijit.
  4. SPECIAL SAUCE! I love special sauce. Let’s break it down:
    • This is a great, non-confrontational way to say “Hey, you missed some functionality we think you should use” without actually saying it.
    • “Don’t worry, we turned it on for you, because you are cool and we want to share our most useful secrets with you.” No need for me to do extra work to try it.
    • “The features will be live shortly.” A soft call to action to log in and see the new features.
  5. “A really special tip from me as your friend (not the company), to optimize your usage of Lijit as a blogger.” More personalization, more connection. And I have to admit, the tip is a simple but powerful one that I’ll definitely be using!
  6. “I hope all is well.” Email me back and let me know how you’re doing, even if you don’t have questions. We’re not just in business together, but we’re also friendly.

Overall, the email message was incredibly personalized and brought forward a ton of great features that told me why I should stick with Lijit.

So many companies tell me that their email marketing conversion rates are low (less than 10% opens), and my response is I wish more small businesses did this. Sure, it takes some time to send out personalized email messages to every new user, but it’s clearly a great investment. Besides, you can probably see how easy it would be to create a template and personalize it for different people, or even do something automated that’s a little more personalized.

UPDATE: MarketingSherpa just published research that shows the incredible benefits of putting more efforts into your email system.

Personalized email marketing pays

Personalized email marketing pays

The facts don’t lie: automation is half as effective as relevant, personalized content.

Integrating email marketing with social media marketing

Some companies think this has to be hard, but I can’t think of anything easier. Grace is the perfect example of someone who integrates email marketing with social media, because she blogs, tweets, and creates personal relationships with lots of people online. While I did find out about Lijit from Grace, she never once reached out to me to push the product. She always looked to establish a personal relationship with her outreach, with the fact that she worked at Lijit a far afterthought.

6 months later, when I was doing a site redesign, I thought of how I should try the service. Grace’s social media interactions are what planted the seed in my mind, while her follow-up email is what will keep me using the service and probably turn me into a brand advocate.

If you want to better integrate social media with your email marketing,

  • Hire people who already blog, tweet, and generally build relationships online to do your business development and/or community management.
  • Let those people initiate contact when someone new signs up for the service. You can switch your new user to more general newsletters after the initial contact.
  • Let them handle customer support from their personal accounts in addition to the company account. The roles are blending anyway.

Do these things to meet your goal of attracting and retaining customers.

How do you use email marketing? How do you integrate email marketing with social media?

PR professionals vs. bloggers: Who is at fault?

By Monica O'Brien on November 1st in Blogging 29 comments

PR professionals vs. bloggersI read a post by beauty blogger Krizia on Problogger today who feels that PR people are getting pushier with bloggers due to the recession. The post left me with two questions: 1) Are PR people really getting pushier? and 2) Is it really the recession that could be causing this?

To address the first question, what are PR people’s expectations, and are we as bloggers meeting them? The factors I see here are:

  • Do bloggers review products in a timely manner? The beauty blogger said she tests products for 2-3 weeks before reviewing them. In my experience, publicists send me follow up emails only days after I’ve received the book, asking when the review will be up. As a blogger, I need more time to read the book (because, you know, I actually do read it before recommending it). Are these timelines acceptable to PR professionals? Do they compare to traditional media timelines?
  • Do bloggers say the right things in the review? Do PR professionals expect to see a review no matter what, even if the review is lukewarm or bad?
  • What success indicators do PR professionals want to see? Comments, page views, social media mentions? Are we as bloggers communicating this information back to PR professionals?

For the second question, my intuition is that the “pushiness” is not due to the recession at all. Here are some other reasons PR professionals might come across as pushy:

  • Bloggers don’t respond like traditional media - I’ve written before about the reasons that traditional media outreach is vastly different from blogger outreach. The main gist is that bloggers often have different goals than traditional media, so the incentives are different.
  • Bloggers are getting greedy – It seems like every blogger wants a sponsorship deal these days. Whatever happened to blogging about things you like, as opposed to blogging about things so you can make money from them? The world of blogging sponsorships is about as fragmented as you can get, so it’s hard for companies to discern 1) who should get sponsorships and 2) what those bloggers should be paid.
  • Bloggers are not a sure thing – I know many bloggers who say, “Send me a sample, if I like it I will write about it.” This partly due to the idea of disclosure, and it’s partly due to the idea of trust, and it’s partly due to the fact that bloggers have limited time and resources compared to traditional media. But if a company isn’t even going to get a mention from a blogger, why should they send the products? It’s a business, not a charity.
  • Bloggers can’t deliver on ROI – PR people are extremely pressured to show return on investment these days. Even sending a book to review costs at least $5 – from an author’s perspective then, the blogger must be able to sell at least 5 books to see an acceptable ROI.
  • Bloggers are numerous – It’s too easy to start a blog these days. While it’s not easy to build a community, it’s certainly not as hard as say, building a newspaper or a magazine. This means there are a lot of bloggers out there with a couple thousand subscribers who could get traction for a product. A company has to eventually ask, “If I keep giving my product away to anyone with a blog, who will actually buy it?”

What do you think?

  • PR professionals, are bloggers meeting your expectations? Are bloggers producing the results you need to get the job done on behalf of your clients?
  • Bloggers, are PR people getting pushier in your experience?
  • How can we improve relationships between PR professionals and bloggers?

Business Networking for Entrepreneurs

By Monica O'Brien on October 5th in Entrepreneurship 7 comments

60 Days to Entrepreneurial FreedomOver 70% of people get a job from networking. As a entrepreneur, you technically already have a job; but you will inevitably go to informational/networking meetings to sell an idea, convince clients to hire you, or secure funding. Here’s how to get started:

Action Item #1: Land the meeting

It’s not easy, but I get meetings with many CEOs and other executives in the Chicago area. When people ask me how, I tell them it’s a fairly basic process – I email people and convince them to meet with me. If I’m trying to reach the CEO, I sometimes schedule a call with one of his direct reports first. I sometimes send a couple of follow-up emails. I sometimes ask other people in my network for referrals.

Be persistent. There are many ways to ask for something, but the key to getting it is almost always persistence. Everyone calls once, some call twice, but the people who land the meetings are the ones who called for as long as it took.

Action Item #2: Ace the meeting

It is not as difficult as you would think to research a company or a person thanks to Google. I research all sorts of things, from industry statistics, to competitors, to website statistics, to hobbies of the person I’m meeting. I also read through press releases and media coverage (all found on the internet) to understand the history of the company, the pain points, and what the management team cares about. If you do your research beforehand, you can make a good impression at the meeting.

Based on your research, you should know how much you can actually contribute to the networking meeting, and how much information you will have to ask for. This will help you set expectations for yourself and the person you are meeting with.

It’s essential to set expectations for a networking meeting so you don’t waste someone’s time. I have gone to meetings where a CEO just wants to chat over beers, and I’ve gone to meetings where the CEO wants a PowerPoint deck of my ideas and how to implement them. If you set expectations well, you can avoid being under-prepared and making a bad impression.

Also, don’t forget to articulate your interest and your value. There are two things people want to see in a networking meeting: enthusiasm or passion, and what you bring to the table. Make sure that you incorporate both these answers into your story about your history and your goals.

Use language that ties both of your interest and your value to the company, the person you’re meeting with, and yourself. It’s a tough balance, so practicing beforehand helps!

Action Item #3: Follow up

Often, you will not get an immediate offer from a networking meeting. That doesn’t mean it was a waste. Instead, you’ve gotten a contact, information, or a referral. Or you found a way to help the person with one of these three things. Be open to what someone can help you with, and good things will come.

Because networking meetings are not for closing deals, you have to follow-up and check in on the person within a reasonable time frame. This reminds the person of what you discussed, what you want, and what value you have to them. I generally follow up with a thank you email to begin with, and then follow up once more within a month.

What’s your most outrageous networking story?

Women MBAs Should Consider Hiring a Cook. Or a Maid. Maybe Even a Nanny.

By Monica O'Brien on April 1st in Careers 3 comments

So everyone I know is going to read the article about higher divorce rates for female MBA’s (Hat Tip: Brazen Careerist) sometime this week and I feel obligated to write about it, even though the numbers in the article will bother me until the study itself is published. Here’s an overview of the study’s claims:

  • Education Level for Females – Divorced or Separated
    • 12% MBAs (business)
    • 10% JDs (law)
    • 9% medical degrees
    • 11% only bachelor’s degrees
  • Education Level for Males – Divorced or Separated
    • 5% MBAs
    • 7% JDs
    • 5.1% medical degrees
    • only bachelor’s degrees not given

The first question I have is the statistical significance between women MBA divorcees (12%) and women w/only undergrad divorcees (11%). The article doesn’t list the details of the study, but there is a range of error for both these percentages due to the sample population. If that value is 1% or more for either (say women MBA divorcees are actually in the range of 10-12%), then comparing the two is moot. What makes these statistics more suspect is that both law and med. female graduates have a lower divorce rate than women with only undergrad degrees.

My second issue is that the author doesn’t compare these stats to all women, and studies show that women with any higher ed. degree are less likely to get divorced than those without.

So if there isn’t much of a difference between undergrad vs. grad degrees, and there is still a huge difference between no degree and any higher ed. degree, then getting a graduate degree is still a fine idea for a woman. Between these two issues, it’s doubtful that getting an MBA as a woman is an automatic marriage death sentence. My gut tells me it has little statistical significance actually; but I guess we’ll see when the study is published.

And yes, I have a third issue. For MBAs, the author fails to mention that the actual number of women and men getting divorced is about the same. With roughly 30% of MBA candidates as women, the number of MBA divorcees is about 7% total, with half men and half women. What’s interesting is in law and med programs, women make up roughly 45-50% of the population, so the disparity is much clearer there; though the gap between women and men is much smaller than with MBA graduates.

Despite disliking the way the study is portrayed, I do think there is some truth to the conclusions the author presented; namely that highly successful women are attracted to similarly successful men but might be better matched with men who have less stressful careers and thus more time to support a high-earning spouse.

This is not representative of all professional “high-earning” women, but every female MBA I know falls into one of two categories: “single” or “serious relationship with highly successful man.” My friends date dentists, lawyers, their fellow MBA candidates, or PhD candidates from other fields. My own husband is going to be an eye doctor.

But this partnership is difficult when trying to run a household, even without kids. My husband and I know we’re being pulled in different directions trying to balance two careers and the possibility of a family in the distant future; so we recently decided we each need to compromise on one thing until we finally meet somewhere in the middle. The first thing I asked of him was that he support my career decisions and trust me to make good financial choices while still following my entrepreneur dreams.

He asked that I cook at least once a week. I’m not joking. Way to waste your three wishes Aladdin.

So that’s the (impossible?) challenge for a woman who wants her dream career: conquer the world, but be home in time to start dinner. Because most men still just want wives who will take care of them the same way their mothers did (Hat Tip: Art of Manliness). And really, I can’t completely blame them, because I sometimes get irritated that I’m the sole breadwinner. It goes both ways.

Will this compromise work for us, or other couples who both want high-powered careers? I have no idea. But when posed the question: do you need an extremely supportive spouse to have a high-powered career as a woman? My answer is a resounding hell yes. I guess the article got something right in the end.