The VPM Blog

Kelvin Mastin

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7 Ways You're Doing Your Email Newsletter Wrong

Posted by Kelvin Mastin on Aug 24, 2015 9:56:45 AM

You may think that email marketing is a lost form for connecting with your customers, but an email newsletter is still a poweful digital tool. They are meant to inform your subscribers on new products, special promotions and recent updates. Now, if you're making any of the seven email newlsetter mistakes below, then you may need to make some changes.



1. You have random people on your email list

It may seem like a good idea to send your newsletters to as many people as possible, but ultimately it just isn't. When you start sending out emails to those people who've never opted into your list, open rates and click-through-rates will decline. No one likes to be spammed with emails by a company they've never heard of and may never have a need for. 

Instead, you should build your email list with people who actually want to see your content. Buying email addresses is generally not a good idea, but if you do you should first send an email asking if the recipient wants to opt in. That way you can shave off any addresses that don't want your content. 

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Topics: Email Marketing

6 Reasons Digital Marketing is Great for Outdoor Sporting Goods Stores

Posted by Kelvin Mastin on Aug 20, 2015 9:28:24 AM

Digital communication technology has changed the marketplace. With over 1 billion people using Facebook, an online marketing strategy has become just as important as traditional marketing, if not more so. You may think your business doesn't need an online presence, and that you do just fine without digital applications. That may have been true ten years ago, but now a digital presence is essential to maintaining business success and growth. Here are six reasons why online marketing is important to any retail store, including an outdoor sporting goods store. 

1. Digital Marketing Increases Profits

You may be wondering how a social media presence can lead to more profits. Take a look at how Hesselson's, a pool and sporting goods store, made over $5,000 in extra profit by using social media. Over a three week period, Hesselson's ran a coupon campaign that gave their Facebook followers a 50% discount on some of their footwear products. At the end of the promotion period, Hesselson's had made over $5,500 in net sales along with a 1,100% increase in ROI. One Facebook campaign had over $5,000 dollars in tangible profit for the business. This shows that a social marketing strategy done right can greatly benefit your store in the way you most desire. 

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5 Reasons You Must Have Mobile Optimization

Posted by Kelvin Mastin on Aug 5, 2015 8:33:05 AM

According to the Pew Internet Project, 64 percent of American adults own a smartphone and 42 percent of American adults own a tablet. These statistics don’t include the number of teens and younger kids who own every kind of electronic device that allows internet surfing. With these statistics, mobile web page viewing is more important than ever. Here are five more reasons you need to optimize your website for mobile viewing.

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5 Colleges Doing Social Media Right

Posted by Kelvin Mastin on Jul 21, 2015 9:33:07 AM

More and more universities have started using online platforms like Facebook and Twitter to connect with their students and faculty as well as reconnect with alumni. Some universities also use their online presence as another educational tool by posting blogs, stories, and pictures to help educate their followers on hot button topics or news related to their school. If you need some guidance on how to keep your students engaged online, learn from these five colleges doing social media right. 

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Five Law Firms Doing Social Media Right

Posted by Kelvin Mastin on Jul 7, 2015 9:11:00 AM

Attorneys abide by order in the courtroom, but it can be hard for law firms to have order when it comes to social media. Law firms are kind of like that great aunt that everyone likes to love from afar. People don't really want to talk to her unless they need something. They still love that aunt, and they're glad that she's alive but talking to her is just not on the list of things to do at the 4th of July cookout.

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The Bountiful Benefits of Branding

Posted by Kelvin Mastin on Jun 25, 2015 9:14:54 AM

When you walk into a room, you come with everything you are. Your dreams, your sense of humor, and all of your habits follow you wherever you go. All of those things factor into your personality, and your personality is what makes your closest friends and family gravitate toward you.

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6 Ways You're Doing Social Media Customer Service Wrong

Posted by Kelvin Mastin on Jun 16, 2015 9:25:21 AM

Everyone knows what it's like to be in a new romantic relationship. Doing customer service on social media is a lot like dating--except there's a lot more people involved (you're not cheating on anyone. I promise). One wrong move and it won't just be a terrible breakup from one person, but potentially from over a thousand. If your business is committing any of these six social media customer service sins then you're probably on your way toward an ugly split. 


1. You only respond to followers on your customer support page.

In the modern day talking to a new significant other involves more than just one channel. Dating partners talk in person, through text, and online. In the same way, responding to your customers should be a multi-channel effort. It's great to have one Twitter or Facebook page for marketing and another page for customer care, but that doesn't mean you should only respond to people on your customer care page.

When people have a complaint or a compliment they don't really think about what page they post on. They go directly to your most popular page and post their grievances there. If you don't respond to them there, it will look like you don't care enough about your followers to respond to their comment. 

When you recieve a complaint on your main page, you should first apologize and then try to handle their issue there. If it is something that demands deeper or specialized attention, you can refer them to your customer service account or get their contact information so someone can contact them personally.

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5 Marketing Automation Tips You Should Know

Posted by Kelvin Mastin on Jun 4, 2015 9:36:00 AM

Marketing automation is the process of optimizing your business to grow prospects with personalized, helpful content that will hopefully turn those prospects into customers and your customers into promoters. More and more businesses are adopting this strategy and its technologies. (Unfortunately for them), some of those businesses are failing miserably at it, so (fortunately for us) we can learn from their mistakes. Let's think about a red velvet cake. Such a novel analogy, right? You need all the right ingredients to making your business a success at this new venture. Here are five ingredients to marketing automation tips you should know as you embark on your own automated marketing journey.

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5 Companies Doing Social Media Right, Take Notes

Posted by Kelvin Mastin on May 27, 2015 9:08:04 AM

We all know that having a social media presence is critical for keeping students engaged and informed, especially over the summer. But, do we all know how to utilize social media to get the best results? If you find that your social media accounts aren't doing what you want, consider these five examples of companies doing social media right. 


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