I missed the trajectory.

dark_sky

I know it’s not the most exciting things to talk about but it’s an important one.

There are two folds as to why I’m doing this. One, writing is a form of reflection, it forces me to revisit the things that I’ve been working on for the past six months. It’s interesting to see the red flags of goal misalignment once I start writing down my progress down in words.  Second, writing down my journey helps me calcified what I’ve learned for the past six months.

Both are strong reasons to spend some time to write this piece.

On the second half of the post, I’ll be laying out the top 3 marketing campaigns that I’m currently working on. In addition, I’ll assign a key KPI to each marketing campaign. In layman’s terms it means I’ll be picking one key metric that can help me define what a successful marketing campaign looks like.

Taking a Step Back

In hindsight, one thing that stuck out to me was the lack of key KPI for each of the marketing campaign. This is problematic because without a key KPI, I have no way of telling if the marketing efforts are affecting the bottom line for Rabbut. More importantly, I lose a sense of purpose at work when I have no idea how I’m performing on my projects.

Defining KPIs

To begin, it’s best to take a few steps back and revisit what’s the KPI for Rabbut as a whole then work my way up to defining the KPIs for the marketing campaigns at Rabbut.

So what’s one growth metric that the whole team can agree on for Rabbut?  

The one growth metric or one KPI that matters to Rabbut is the monthly recurring revenue. It’d make sense for a Sass company to have such metric because the bottom line for our business is the number of paid users we get each month.

Now that I have the bottom line defined for Rabbut, I’m going to define the KPI for my top three marketing efforts. When coming up with marketing campaigns to facilitate the growth of Rabbut my thought processes are as follows:

How does doing this affect the bottom line (increase the number of paid users)

If it does affect the bottom line, what should I be measuring?

And furthermore, how should I be measuring this?

Top Three Marketing Efforts that I’m working on.

Medium Marketing Campaign (MMC) Email Campaign.

Medium Marketing Course has been the blockbuster for bringing in new Rabbut users. If you’re don’t know what the Medium Marketing Course, it’s a one-week long email course that teaches you how to engineer a viral post on Medium.com.

With 598 and counting subscribers of MMC and a high conversion rate from visitors to Rabbut users, MMC is a marketing effort that closely aligns with Rabbut’s KPI.

What should I be measuring?The number of signups for the course each month.

How should I be measuring this?

I’ll be using UTM to track the signup links I have sprinkled throughout the email course. With the goal setting feature in Google Analytic, I can see the number of people sign up for Rabbut from this specific marketing campaign.

50K Medium Journey.

50k Medium Journey is the upcoming highly anticipated marketing campaign for Rabbut. A little background on what the 50K Medium Journey, we’re doing an open kimono style about the process and actions we take on Medium to drive 50K traffics back to Rabbut.

Based off of the results that we get from the MMC email campaign, we inferred that Rabbut users are Medium writers looking for ways to get exposure for their blogs or companies. That said, with the 50K Medium journey, it can affect the bottom line of Rabbut by bringing awareness to Rabbut as brand, and push readers down the conversion funnel over time.

What should I be measuring?

I should be measuring the number of subscribers we get each month.

How should I be measuring this?

The Rabbut dashboard can tell me how many people sign up to get the 50K Medium Journey in their inbox.

Quora to Rabbut.

A while back I found a couple of articles that talks about how marketers use Quora as a content distribution platform to drive traffic and signups for their website. Intrigued by the idea, I decided to plunge in and see what happened.

What should I be measuring?

The number of people signup for Rabbut each month.

How should I be measuring this?

Set up a custom report to see the number of sign ups through Quora marketing campaign.

What’s Next?

A Marketing campaign, in general, is a long haul process. That is why a lot of time I get overwhelmed by the amount of preparation and work that goes into it. It’s important for me to have the purpose of each marketing campaign written down as it serves as a reminder to what I should put my focus on.

For personal interests, I’ll be doing more breakdown at what I’m working on here on iamaktechan, from my thinking process to progress update. That way I don’t drift away from what’s important to move the needle for Rabbut.

Til next time.

Kate

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Make yourself discoverable and everything else will take care of itself

fire_works

Lately, I’m been on Quora a lot, mostly because I’m intrigued by the questions asked there, but also I enjoy gaining new perspectives in life by reading other people’s stories.

This one is about dating.

What’s the best place to meet single women in Silicon Valley?

While most answers seem standard, there’s one particular answer that stuck out to me.

Go out, it doesn’t matter where. What matters are that you make yourself discoverable and everything else will take care of itself.

Then he goes on explaining how he met his current girlfriend. It wasn’t because he went to a specific gym full of single women but made himself discoverable by just being out all the time.

To break it down, what he’s saying is this: By exposing yourself to the outside world, people will(single or not) notice you. What’s amazing is that those people you ended up meeting may not be single, but they may have friends who are actively looking for

By exposing yourself to the outside world, people will(single or not) notice you. What’s amazing is that those people you ended up meeting may not be single, but they may have friends who are actively looking for a potential partner.

This simple mental shift of being discoverable is not only applicable to dating, but also to a board stroke of situations we face in life.

For example, if you’re trying to land a new gig that is completely out of your league. Would you give up immediately?

For someone who believes in the value of being discoverable would jump into building a side project and share her experience and progress publicly on the internet. And who knows, a head hunter may come across your post and reach out to you for a better gig.

Now go crazy.

kate_chan

Hi! I’m Kate, one of the creators for Rabbut, an email collecting tool for bloggers. Part of the reason why I write on here regularly is so that I can be discoverable by you guys, be sure to leave me a comment below so I can say hi back. The beauty of writing is to connect with others who resonate with my piece. Stay in touch with me.

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99% of My Worries Didn’t Happen

blond_girl

We all know this, but sometimes reading this reinforces our mindset.

I worry all the time. I worry about the growth of my startup. I worry about leaving my dog at home while I’m away at work. I worry if the cop behind me is going to pull me over for speeding 5 mph over the speed limit.

We worry because our ancestries needs this trait to survive. Being worried and uneasy in an unfamiliar setting was what saved our ancestries from being killed. Fortunately (and unfortunately) that trait pass down to us which explains why we worry when encounter unfamiliar situations.


Writing on Medium.com

When I first started writing on Medium, I worried a lot. What if no one likes what I wrote? Will people leave hate comments on my post because my opinion things is different than theirs? Will people say that I’m unqualified to write because I have grammatical mistakes?

Almost a year into writing on Medium tells me that my internal thoughts were just empty worries.

Occasionally I do still have doubts about my presence on Medium. It sounds silly right now that I’m writing it down, but these thoughts are happens to everyone, even professional writers and book authors.

Now that I’m eight months into writing on Medium, I can tell you that most my worries didn’t happen. So if you have been reading on Medium and have an urge to put your words put here, I encourage you to do so.

The chances your worries coming true is about one percent.

kate_chan

Hi Kate here and thanks for reading. My latest worry is getting 50K traffic from Medium. If you don’t know about this already, it’s a goal post that Tiffany and I set for our startup. I invite you to join us for our journey as it will be very interesting and exciting to see (success or fail).

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The Best Writing Advice ( from a reader’s perspective)

chinese_girl_reading

I may not be a writer, but I’m an avid reader who can tease out good posts from the bad. With so many writing advice circulating on the internet from so-call experts and gurus, I thought I’d take a different approach. Writing tips from readers. After all we write in hope for people to read it right?

Here’re the five writing tips that will be useful if you’re planning to have audiences for your piece.

1.

GREAT FIRST IMPRESSION

What kind of first impression does your title has for the readers?

Intrigued enough for us to click on it to find out? Or shall we move on?

We make snap judgement about the post on the title alone because that’s the only information we can draw from about your post.

I bet you there were points in time where I past shoulders with good writings because of their subpar titles.

Some may argue that a great title equates to a click-bait title. Sure they both draw readers to read the post, but there’s one clear distinction between a click-bait title and a great title. A great title tells me what to expected in the piece, often with the main idea condense into a few words, where a click-bait title magnifies an intriguing point but has nothing to do with the main idea of the post.

2.

START WITH POW

Skip the foreplay and go straight into action. We have short attention span so start with a POW and slowly wheel in your reader’s attention with your following paragraphs. I think this has to do with Zeigarnik effect where we hate not finishing what we start, so you were able to make us stick around for the first paragraph, chances are we’ll read the full post.

3.

LONGER DOES NOT MEAN BETTER

The best writing I’ve seen are short writings from Seth Godin, and Josh Bernoff. Their writings style are so condense and precise that often time I left with full-blown impact on my thinking.

Here’s a snippet from Seth Godin’s latest posts.

seth_godin

4.

WHAT’S THE POINT

What’s the takeaway of your posts? What’s the lesson that I’m going to walk away with about your cat story? More importantly do they even care about the lessons that you’re trying to teach?

5.

 FAMILIARITY

I love stories, especially personal stories coming from writers themselves. It’s interesting that we’re unique in our ways different life style, different families and friends yet we all share similar experiences in life. The bits and bots of stories create a sense of familiarity with the writer, and that’s what makes reading so enjoyable. I’m reminded by your stories that I’m not alone in this world, other people have the same experiences as me. Take away: incorporate stories into your writings.

kate_chan

Hey Kate here and thanks for reading! What other writing tips am I missing? If you an avid reader, I’d like to hear your thoughts. The beauty of writing is to connect with others who resonate with my piece, stay in touch with me.

 

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Hummm. You’ve got spinach stuck in your teeth

salad

Why giving feedback is so damn hard?

Not too long ago, Joe* reached out to me and asked for my feedback on his latest piece on Medium. No kidding, when I see an email like this, my heart always skips a beat. That’s how much I dread giving feedback.

My fear stems from previous bad experiences. A year ago, I finally gathered up the courage to give a well thought-out feedback to my parents on how I felt I was being treated (a story for another time). The result of my encouragement to step up and share how I felt cost me a destructive relationship with my parents. That is why I have been so fearful of what happens when I share what’s on my mind.

Joe was particularly persistent. He wrote three follow-up emails after his original request. I have a weak spot for persuaders, so I finally gave in and replied to his message, saying that I would take a look.

I’ll be candor here. I couldn’t read past the first three sentences; even that took me a lot of effort. Among other things, the post layout and the title were some of the areas that needed work.

It is a lot easier for me to say it here now, but when I was faced with reality, I opted for this response.

Looks great =) Good luck.

How to ask for feedback

Last week I found myself in the same position as Joe, when I needed some input on my first eCourse on How to get viral on Medium.

As expected, I got a lot of empty feedback. I get it; humans are scared of confrontation, because you don’t know how well the opposite party will take your input.

Will they lash out? Will they say hurtful things back to you in return? Will they ignore you forever like my parents did?

I thought about Joe.

What could Joe have done to create a comfortable and welcoming environment for a feedback giver?

1. Be vulnerable with your feedback giver

It is only when you’ve opened yourself up to your feedback giver that they’re going to open up to you.

It’s a mirroring effect that works surprisingly well. No one is perfect but often we are so afraid of saying that out loud.

When I pointed out the weakness and shortcoming of my eCourse in my outreach emails, I got a flood of feedback.

…Now between you and me, I want this Medium course to work for you. But right now our course still looks a little rugged, rough on the edges, and we couldn’t quite put our fingers on it. Mind if we ask you, as someone with an open and honest mind, if you can give us your raw feedback on our version 1.0 Medium Marketing course…

2. Be nice and not pushy

Remember Joe? He later questioned my input.  

Why didn’t you recommend my post when you said you liked it?

Call me an over-analyzer, but I smelled an unfriendly tone. What would have happened if I’d told him the truth? Would he have cyber-taged (sabotaged) me with long strings of foul language? Possible.

Take baby steps while working with the feedback giver, ask them which part they like about the post, and which part of the post should you work on. There has to be an underlying reason why I didn’t recommend the post, right? Probe slowly with care.

3. Show your appreciation  

By now, you know that constructive feedback is hard to find, so if you find a good feedback giver, be sure to show them your appreciation. It could be a small token like a virtual cup of coffee or offering them your expertise.

No man is an island, all of us have a specific set of skills that we can share and help each other with.

What can be done on the feedback-asker side to make you feel comfortable with sharing your thoughts? Share with me below (seriously).

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Too much shit on your plate? Re-examine your plate

work_desk

How a simple question can shave off your workload

Here at Rabbut. Each of our teammate wears multiple hats. On any given day, I play the role of an outreach specialist, a customer service correspondence to an email marketer.

It’s a constant struggle. With so many tasks and projects that we have on hand, we can often spread ourselves thin, resulting in suboptimal company growth.

It got me thinking lately, with only 8–10 hours a day to work, what can I possible change in my workflow that will change the course of my productivity.

The answer wasn’t apparent at first, but it’s something that I had done before in my academic years. And I think the best way to put it is with this expression, kill two birds with one stone.

Anytime I jump on a task, say writing a blog post on Medium, I’d ask myself this:

What are the two reasons why I should be doing this task?

By answering this very question it becomes clear to me if this task is important for me to jump on vs another one that could have yield a bigger outcome. To top it off, I’m more motivated to complete the task knowing that there will be two gains.

Here’s an example, just the other day I was filling in the role of the customer representative, and I found that there were a lot of tickets that ask about how Rabbut email sign up box can help them grow a Medium following.

Instead of composing an individual answer for all 7 tickets that ask the same thing, I took some time to write a comprehensive post on how your can use Rabbut to grow you Medium. I answered those tickets with a short answer with an added link to that post.

Case in point, I docked off at least 7 items on my to do’s list that day.

I believe that there are many ways to approach a problem, the only difference is if you take the short path or the long path.

What’s something that you’ve change in your workflow that makes your work day less busy? Share with me below, I’m down to shave off more work time =)

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Your Email List is a Big Deal.

your_email_list_is_a_big_deal

This is for anyone who’s starting a blog.
This is for anyone who has a blog but doesn’t know what she’s doing.
This is for anyone who is just a hobby blogger, but who knows; money is a good incentive to change that title.
This is ESPECIALLY for anyone who wants to monetize their blogs.


Does this sound familiar to you?

The moment you arrive at a website, a pop up will appear and offer you “exclusive” material on How to get email subscribers without having a website.

You exit the pop-up and continue to reading the blog post, toward the end of the post, the writer prompts you to enter your email to stay updated on how to grow your blog users.

You spend a few more minutes bumping around the blog before you decide to keep in touch with the blog by subscribing to email updates on the side bar of the site.

It seems like no matter where you go; blogs are asking you for emails left and right.

So the question here is, why do bloggers work so hard on extra contents in the forms of videos, excel sheet, an infographic in exchange for an email?

Because

I’ll repeat because it’s that important.

You’re Leaving the Money on the Table

At first, I had a difficult time to equate an email list with money, but when I dug deeper into marketing, it became apparent to me why top performing bloggers are email hoarders. Emailing can…

  1. Encourage readers to visit your sites
  2. Deliver a target message to your email subscribers
  3. find potential customers hiding in plain sight of email subscribers

Encourage Readers to Visit Your Sites

As people discovered new sites on a daily basis, how do people make people keep coming back to our sites?

Yes by sending them an email and letting them know about your latest blog posts. Email updates is a great way to keep your readers engage with your site, retaining readers and turning them into regular readers.

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The other perks of collecting emails?

Deliver a Target Message to a Your Email Subscribers

If you blog about DIY bedding home decor, you’ll assume that people who signed up to get your email updates are interested in knowing more about DIY bedding correct?

At it’s core people who give you their emails are the target group of audiences that you’ve been looking for. Instead of looking for potential readers, they’re coming to you and handing you a contact info so you can them updated. In addition, email serves as a direct way to message with flexibilities. Unlike social media where they are limited in word counts. Email allows you to communicate with your readers one on one without the worry to put your message in 140 characters.

Find Potential Customers Hiding in Plain Sight of Email Subscribers

As you establish a relationship with your regular readers via email, you’re also building an influences on your readers.

Having an influence in the DIY bedding niche can give the leverage later on the road if you decide to monetize your blog. It can be selling e course on DIY bedding, if that’s the case, you’ll have a much easier time to soft pitch your existing  readers to a stranger on the street.

People are much likely to purchase from someone they know and trust than a stranger.

That’s what you’re doing with an email list, build an authority on DIY bedding and trust with your readers, then when appropriate, you bring in the soft pitch in your email. You’d be surprise to see most of your potential customers come from your email subscribers list.

 

Piecing Email MarketingTogether

Building an email list boils down to be a big deal for your blog and business blog.

Growing an email list is a way for you to stay in touch with your readers with a target message, and to find potential customers. Imagine that you send an email announcing an early bird special to sign up for your online class, and 1% of your 10K email subscribers sign up for your course, that’s a head start in your online business.

Let’s also imagine where you don’t have a list of email when you’re about to launch a new e course. You’d be scrapping for target audiences who are willing to pay someone whom they don’t know much about.

See the difference?


Be sure to subscribe to my weekly emails on juicy blogging tips that I’ve picked up. =)

*On this blog I use Rabbut to collect and send emails.

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