INBOX INSIGHTS, July 14, 2021: Newsletter Survey, Change Management, Pet Peeves in Marketing

INBOX INSIGHTS: Newsletter Survey, Change Management, Pet Peeves in Marketing

Inbox Insights from Trust Insights

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Ready for a Change?

Management Consulting. Marketing Consulting. Strategic Consulting. Change Management Consulting. Analytics Consulting.

We have never been able to nail down the exact term for what it is that we do at Trust Insights. Chris and I do very different things but fortunately for us the skills are complementary.

When we sit down and try to sort it out we always come back to the same basic thing – we want to affect positive change in an organization. Sometimes that is through their data and process, sometimes it’s through their team members and expectation setting.

Change is hard. It doesn’t matter if it’s big change, small change, personal or professional change. It doesn’t come easy and the more people involved the more of a headache it can become.

As we at Trust Insights are undergoing some of our own changes with our branding, messaging, and portfolio of services it made me stop and reflect on the micro and macro changes that are going on as a result and what I plan to do about it to make those changes as smooth as possible.

People: I’m being 100% transparent with my team (Chris and John) about any and all changes that we’re undergoing. Why? There may be side effects to them that I am not aware of. I’m also working with our community and clients to communicate any impact that they might experience. Fortunately they can expect the same team and same level of service – it might just be a little more polished. As far as new services being rolled out, I want to make sure we clearly walk through expectations such as what you’re buying from Trust Insights, what the value is to you as a customer, and how you can measure success. Stay tuned for more on this.

Process: How are we rolling out these changes? Is there a transition plan for the current state and the future state? Do we have any data that needs to be factored it? Are we concerned about the time investment short term and long term? Are the changes scaleable? While I don’t have answers to all of the question, this is where I’m starting to help ensure that the decisions that are being made will have a positive impact on Trust Insights.

Platform: The changes that we’re making will have little to no effect on the platforms we’re using to run the business and serve our customers.

So what? Why am I rambling on about change and what does it mean for you? I’m sharing this information because change is not easy – whether it be taking action with your data, creating a new organizational structure, or even communicating that you’ve updated your company logo. There are basic steps that you can take to make sure that any change you’re implementing is successful.

  1. Make sure you’re accounting for all of the people that might be impacted by the change and talk to them about what they need to do (if anything) 2) Review your current processes that are related to the changes you’re making and see if there are any updates that need to be make. Then go back to your people and make sure they know what’s different. 3) Audit your platforms – such as your email delivery system or CRM – to make sure they meet the needs of the changes you’re implementing. Then go back to your people and process to make sure they are all aligned.

To that – we want to hear from you about changes we can make to improve our newsletter.

Take this brief survey and let us know what changes you’d like to see »

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Binge Watch and Listen

In this week’s In-Ear Insights, Katie and Chris go on a bit of a rant. The folks over at Content Marketing World asked the intriguing question: “What’s your biggest pet peeve when it comes to content marketing?” If only they’d known what this would unlock. Tune in to find out what grinds our gears in content marketing.

Watch/listen to this episode of In-Ear Insights here »

Last week on So What? The Marketing Analytics and Insights Live Show, we looked at change management basics – what they are, common mistakes in change management, and some simple solutions to get you started.

Watch/listen to this episode of So What? here »

This Thursday at 1 PM Eastern, we’ll be tackling source credibility – how do you evaluate things like studies and other people’s data to determine whether it’s reliable or not?

Are you following our YouTube channel? If not, click/tap here to follow us!

Need a reminder?

Data Diaries - Interesting Data We Found

In this week’s Data Diaries, let’s look back at Twitter chat performance. We’ve been tracking the performance of weekly Twitter chats like the CMWorld chat, Semrushchat, and a half dozen other chats for almost a year. How has chat performance changed?

Twitter chat performance trendlines

What we see in the data is that overall engagement had some strong performance in September of 2020, and has remained relatively flat since then for total engagements. For engagement rate, we see that has also remained relatively steady but has increased in the last few months ever so slightly, to about 0.02%. Put another way, a 0.02% engagement rate is the same as saying 1 out of every 5,000 followers has engaged with a Twitter chat.

Mathematically, there’s no statistically meaningful trend to see here (read this for how to determine whether there’s a mathematical trend or not), so we can’t draw any strong conclusions about overall performance and whether Twitter chats are an effective marketing vehicle. That said, they are free of financial cost, so if you’re looking for a way to find and participate in a community, it’s worth a try.

Methodology: Trust Insights extracted data from the Twitter API every week for the following hashtags: #10xMarketingChat, #AdWeekChat, #AgencyChat, #AssnChat, #BrandChat, #BufferChat, #ChatAboutBrand, #CMGRHangout, #CMWorld, #CommsChat, #ContentChat, #EmailChat, #EmailHour, #HootChat, #PMChat, #SEMrushchat, #SMChat, #SMEChat, #SociallyContentChat, #SponsorChat, #SproutChat, #prtwitter, #PPCchat. The timeframe of the data is September 8, 2020 – July 12, 2021. The date of study is July 14, 2021. Trust Insights is the sole sponsor of the study and neither gave nor received compensation for data used, beyond applicable service fees to software vendors, and declares no competing interests.

In Case You Missed It

Here’s some of our content from recent days that you might have missed.

Free Training Classes

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Weekly Wrapup

This is a roundup of the best content you and others have written and shared in the last week.

Data Science and AI

SEO, Google, and Paid Media

Social Media Marketing

Content Marketing

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Upcoming Events

Where can you find us in person?

  • Women in Analytics, July 2021, virtual
  • DigiMarCon, July 2021, virtual
  • MAICON, September 2021, virtual
  • Content Marketing World, September 2021, Cleveland, OH
  • MarketingProfs B2B Forum, October 2021, virtual

Going to a conference we should know about? Reach out!

Want some private training at your company? Ask us!

Stay In Touch, Okay?

First and most obvious – if you want to talk to us about something specific, especially something we can help with, hit up our contact form.

Where do you spend your time online? Chances are, we’re there too, and would enjoy sharing with you. Here’s where we are – see you there?

Featured Partners and Affiliates

Our Featured Partners are companies we work with and promote because we love their stuff. If you’ve ever wondered how we do what we do behind the scenes, chances are we use the tools and skills of one of our partners to do it.

Read our disclosures statement for more details, but we’re also compensated by our partners if you buy something through us.

Legal Disclosures And Such

Some events and partners have purchased sponsorships in this newsletter and as a result, Trust Insights receives financial compensation for promoting them. Read our full disclosures statement on our website.

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