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“Sabrina L. Matson helped us develop and execute a consistent social media and newsletter strategy that was on-message for our organization, Open Hearts Big Dreams.  She was always willing to provide her substantial expertise and connect us with others who might be interested in our mission.”
​-Ellenore Angelidis, Leadership, Innovation, and Negotiation Consultant and Speaker,
​Founder - Open Hearts Big Dreams
 

SOME DIGITAL MARKETING TRENDS TO LOOK AT AS WE SEGUE INTO 2021 – OMNICHANNEL TACTICS ARE KEY TODAY

1/11/2021

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Sabrina L. Matson, Principal - SLM Consulting

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     US adults are constantly surfing the internet, 28 % in fact according to the Pew Research Center. This statistic is but a part of 81% of Americans who go online every day. However, users are not using the internet in the same way because of the many devices, browsers, sites, and content competing for majority of attention. There are a few ways around this.
     A recent study put out by Finances Online – A Review for Businesses, revealed 14 Digital Marketing Trends for 2021 to watch out for that may help prevail a marketer’s efforts at staying ahead of the game.
  1. #Omnichannel Marketing - allows you to keep track of all customer interactions across channels without losing context.
  2. #Artificial Intelligence and #Data Analytics - allow organizations to be more data-driven rather than being only steered by inaccurate intuitions, wishful thinking, and gutfeel.
  3. Going Mobile and Progressive Web Apps (#PWAs) - mobile and app-like usability is becoming a rage nowadays when it comes to getting your brand not only visible but also engaging. As such, changes have been made to the ranking algorithm to reflect these.
  4. Keeping up with #Voice Search – The global smart speaker market has reached 20.7 million units in the first quarter of this year. What this voice search data tells us, is that we can expect voice search usage to continue to rise in the future.
  5. #Augmented User Experience with Augmented Reality - Augmented reality allows users to insert digital objects into real-life video capture. You can even mix this up with your Progressive Web App or an app to augment user experience and content.
  6. #Native advertising - 47% of all internet users worldwide have ad blockers. To avoid this, you can seamlessly embed ads into content that look and feel like part of the content, these are native ads. Native advertising is not new but there is more to learn. They help to circumvent the problem with ad blockers and keep ads less intrusive.
  7. Becoming More #B2C Marketing Focused - When B2B buyers step out of their business suits, they become B2C buyers. Many desire to have B2C experiences crossover to B2B transactions. In other words, B2B buyers and B2C buyers seem to want the same experiences and has become more rampant in the SaaS industry.
  8. Create #Experiences: events and promotions - In B2B terms, this is profit and competitive edge approach. For end consumers, events and promotions provide improvement to quality of life making an experience more rounded, essentially, it is a form of omnichannel marketing.
  9. More #Video Content Marketing - Internet traffic research results point to the fact that 82% of content will be video by 2022, $90 billion were spent just this 2019 by businesses on video content alone. Audio-visual stimuli induce a sense of spatial and temporal understanding of things that are closer to our everyday experience of the real world than words and symbols.
  10. Leveraging User-Generated #Content - Is a good way to measure where your business is with customers, how they use it, and how your marketing efforts are. While social media chatter and engagement may seem the dominant source for use of user-generated content, other uses like creating a knowledge database and listening for inputs for your product development can be used to measure content effectiveness.
  11. Podcast Marketing - I relation to digital marketing podcasting is highly targeted at preferred audiences and a good way for brands to reach the right people at their preferred times. Current #podcast statistics indicate that 70% of the US population is familiar with the term podcasting. Also, 51% have listened to a podcast. A respectable 22% listen to podcasts weekly while 6% consider themselves to be ‘avid podcast fans. These mini films of sort can spark engagement and just increase your brand visibility all the way around.
  12. Influencer Marketing - #influencers with 1,000 followers generate 85% more engagement than those with 100,000 followers! According to IMPACT, micro-influencers with small audiences tend to have more peers than fans and generates more hands-on and personal engagement. Add the statistical fact that 84% of consumers trust recommendations from peers more than advertising, this is where the action is at for brands.
  13. #Chatbots - Experts believe that waves of adoption will come in the next few years. Why? Questions can be answered almost immediately and can cut wait times when you are using live agents. However, they are not as intelligent as they should be or as we want them to be. But Chatbots are a work in progress and should not be overlooked.
  14. Mind your Local #SEO - This component focuses more on businesses with brick-and-mortar facilities like restaurants, malls, boutique shops, and the likes. When a local SEO is in order businesses are visible to target audiences. 
     In a nutshell, your digital marketing, omnichannel approach depends upon the requirements of your business. The best way to leverage the #omnichannel approach is to use a mix of everything I have mentioned above. Ideally you want to provide value to your target customers, remembering that ranking is not everything, what is more important is positioning your business to be more profitable from products and services than your competitor’s and that creates #brand recognition. 
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CRAFTING AN APPEALING YEAR-END EMAIl APPEAL

12/14/2020

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Wow, hard to believe we are closing in on #2020 already…this means it’s time to get ‘Year-End Appeals’ in order.

What you need to know, 12% of all charitable giving occurs in the last 3 days of the year – December 29, 30 and 31.  Don’t make the mistake of doing too little donor outreach during this critical time!

Here are 8 tips on crafting a great year-end email appeal that will get your supporters to click the “Donate” button.
  1. Get Started Now
  2. Segment Your Email Lists
  3. Begin and End with Gratitude
  4. Write Like You Are Having A Conversation Rather Than A Lecture
  5. Create A Narrative Where Your Supporter Is the One That Can Help Save The Day
  6. Create A Clear Call to Action “the ask” 
  7. Send 2 Emails Out on December 31st ‘end with a BANG’
  8. Finalize with Writing and Scheduling Your Thank You Emails Before the End of The Year

What has made your email appeals successful in the past, and what do you plan to do differently this year? Let me know in the comments!

To A New Year,
​Sabrina L. Matson
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View my profile on LinkedIn
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Leadership Shows Up in Meaningful Ways, at Times Unexpectedly but With Great Transformation.

7/13/2020

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​     Mark Canlis, owner of Canlis, Seattle’s premier restaurant shared on a Zoom call hosted by KIROS today his personal identity with leadership. Mark shut his restaurant down due to the current pandemic and had to pivot the way in which he normally conducted business (transitioned from fine dining to takeout, home delivery, Bingo sessions, to holding fundraisers at drive-in movie theaters – a multi concept approach) in order to keep his staff employed and to maintain the operations of his business. One thing that remained steadfast and guided his remarkable and creative ways to continue to serve the community and keep his staff working was to remain soft hearted. Not failing at love gave him the space to divert his eyes on the right things, faith, and hope. His focus and values were recognized by his staff inspiring them to turn toward one another giving them the confidence and trust of self and of collaborative effort to see the hard times through.
     Mark believes in remaining curious which can break down the barriers of fear. When working with a growth mindset, fear can transform into hope which then elevates confidence. Canlis has a mindful Mission, “Inspire all people to turn toward one another”. For him, means to “know you”, “see you”, and “gain your trust”. Between the mission that drives his approach to business and personal relations, and the old adage “Ancient Hospitality – to make space for the other”, proves a great value system for him and in turn seen as a great leader to others.
     While Canlis’s doors will remain closed likely through the end of this year, Mark’s leadership and multi concept approach to a new way of doing business created a new path, a new vision, perhaps a new business model. This pivotal moment became a vessel of curiosity, certainly a path making space for the other. What is exciting, will lay in anticipation of what hope brings next for Mark and his team.
     I am reminded by a comment made by mark during today’s zoom meeting, “becoming to our own desire leads our journey to faith” and through faith, hope inspires us to be better, to love greater, and to except others. I find tremendous value as a leader myself in the leadership values I learned of today.

~ Sabrina L. Matson

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    Sabrina L. Matson

    Founding Principal and Managing Director, Social Language Media (SLM) Consulting Services. Strategic thinker, creative storyteller, digital creator.

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“We hired Sabrina L. Matson to handle social media communications for our fundraising campaign this fall. She helped us develop a plan and timeline for sharing the campaign with our audience and expanding our reach. It was wonderful to hand this off to an experienced professional who understands our mission. As well, Sabrina assisted us earlier in the year to provide strategic direction on our communications plan for 2020 - 2021 which has been extremely helpful and has placed us on solid footing to move forward. I will recommend her to other nonprofits and would not hesitate to work with her again."
​ ~ Sue Wilkes, Executive Director, Project Ethiopia
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