5 Easy Steps to Create an Email Marketing Drip Program | Online Sales Guide Tips

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Tim Asimos

Unlike batch-and-blast email marketing, drip programs offer an effective way to stay engaged with a targeted audience over an extended period of time. By delivering the right message, at the right time, to the right person, you’ll greatly increase the impact of your efforts.

Email marketing drip programs (also known as drip campaigns, drip marketing, or automated programs) leverage marketing automation software to send a targeted list of contacts a set of email messages based on predefined time intervals, actions taken by the contact (such as website visits, content downloads, etc.) or a combination of both. They allow marketers to stay connected to their contacts, provide those contacts targeted and relevant content, while also reducing the time and effort needed by the marketing department to manage the program.

In other words, email marketing drip programs are a win-win-win! Here are some tips to get you started.

1. Determine the program type and purpose (goal)

The first step in the planning is to determine the type of program you want to create and the goal or purpose of the program. While most often associated with lead nurturing, the truth is drip programs can be used for a variety of purposes. Some of these program types include:

• Educational drips
• Top-of-mind awareness drips
• Training or on-boarding drips
• Promotional drips
• Competitive/comparison drips
• Re-engagement drips
• Recommendation drips

Whether your goal is to nurture relationships with prospects and leads, or engage new or existing clients, drip programs can be leveraged for a variety of purposes.

2. Select the source list(s) for the program (audience)

Determining the audience of each program is a critical step. Drip programs are all about targeting specific contacts with specific information. So you want your focus to be as narrow as possible; as the more targeted and personalized the emails are, the more effective your efforts will be. The source list for your programs might be contacts from a particular market or client segment, contacts that have downloaded a particular white paper or registered for a particular webinar. More sophisticated drip programs also target contacts with a specific behavior profile or lead score, sending emails that pertain to actions they have previously taken or other indications they’ve given. The point is that you want to carefully select a targeted list of contacts, not blast all your contacts with the same series of emails.

3. Create a series of targeted program messages (content)

Once the purpose has been determined and the audience has been selected, the next critical step is to create a series of relevant and contextual email messages that pertain to the purpose and audience of the program. The content of your messages will ultimately make or break your efforts. So based on the targeted audience and program purpose, carefully think through what content will resonate with your audience and what calls-to-action will drive a response.

There is no magic formula for how many email messages to include, but you’ll want to strike the balance between too few and too many. As with most things in marketing, quality is preferred over quantity. Create the least amount of messages deemed necessary to accomplish the program purpose and your marketing objectives.

Lastly, you’ll want to make sure that you create emails that are designed to get read, which means they’re mobile-friendly, use a click-worthy subject line, contain engaging copy and have a clear call-to-action. Less is always more, so keep the emails short and to the point.

4. Set the program flow (logistics)

The next critical step in the process is to determine the workflow and schedule of the drip program. Before setting up the workflow in your email or marketing automation tool, it’s a good idea to sketch out the program on a whiteboard or flip chart to think through the logistics. The sky is the limit for how complex your program flow can be. You can have a myriad of conditional branches that use “if-then” logic to move contacts to various steps of the program. But for those new to drip programs, it’s advised to start with a more simple and straightforward program and gradually work towards more sophisticated workflows.

Once you have the program flow determined, most marketing automation platforms have an intuitive drag-and-drop interface that will allow you to set your workflow, determine wait periods, the order in which the emails will be sent out and also set early exit conditions as well. You can also set rules to automatically trigger emails, sync contact lists and also update data fields. But as mentioned before, start simple and work your way up. Crawl, walk, run.

5. Deploy, monitor and adjust accordingly (analytics)

Once your program has been deployed and is essentially running on autopilot, your work isn’t finished. While the drip program is automated, it shouldn’t run without being monitored and evaluated. Think of the process as a continuous loop. You’ll spend a great deal of time upfront planning the program, but once it’s in motion, you’ll need to monitor the analytics and make adjustments along the way.

Consider A/B testing your subject lines to see which ones garner the higher open rate. If your messages aren’t getting an acceptable number of clickthroughs , try tweaking the calls-to-action or adjusting the copy to increase engagement. There may also be some messages in your program that will need to be eventually replaced, or there might be additional messages that you’ll want to add down the road. The best approach is to be agile and continuously monitor and adjust as needed. Even the best drip programs will need to be optimized along the way.

So if you’re ready to graduate your email marketing efforts and are looking to harness the power of marketing automation, creating email marketing drip programs is a great place to start. Hopefully these tips will help get you on your way.

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The Definitive Guide To Marketing Your Business On Instagram

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The main thing that you have to remember on this journey is just be nice to everyone and always smile. Refreshingly, what was expected of her was the same thing that was expected of Lara Stone: to take a beautiful picture.

We woke reasonably late following the feast and free flowing wine the night before. After gathering ourselves and our packs, we headed down to our homestay family’s small dining room for breakfast, where we enjoyed scrambled eggs, toast, mekitsi (fried dough), local jam and peppermint tea.

 We were making our way to the Rila Mountains, where we were visiting the Rila Monastery.

We wandered the site with busloads of other tourists, yet strangely the place did not seem crowded. I’m not sure if it was the sheer size of the place, or whether the masses congregated in one area and didn’t venture far from the main church, but I didn’t feel overwhelmed by tourists in the monastery.

Headed over Lions Bridge and made our way to the Sofia Synagogue, then sheltered in the Central Market Hall until the recurrent (but short-lived) mid-afternoon rain passed.

Feeling refreshed after an espresso, we walked a short distance to the small but welcoming Banya Bashi Mosque, then descended into the ancient Serdica complex.

We were exhausted after a long day of travel, so we headed back to the hotel and crashed. I had low expectations about Sofia as a city, but after the walking tour I absolutely loved the place. This was an easy city to navigate, and it was a beautiful city despite its ugly, staunch and stolid communist-built surrounds. Sofia has a very average facade as you enter the city, but once you lose yourself in the old town area, everything changes.

If You Have It, You Can Make Anything Look Good

Clothes can transform your mood and confidence. Fashion moves so quickly that, unless you have a strong point of view, you can lose integrity. I like to be real. I don’t like things to be staged or fussy. I think I’d go mad if I didn’t have a place to escape to. You have to stay true to your heritage, that’s what your brand is about.

O conteúdo The Definitive Guide To Marketing Your Business On Instagram aparece primeiro em NoticiasLX.

Cycle Time: Getting started with the Agile Marketing Navigator | Online Sales Guide Tips

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Gaining visibility into all the steps involved in a marketing task sets you up to eliminate inefficiencies.

In recent articles we covered the Collaborative Planning Workshop and the Launch Cycle. Now we’re going to dive into the fourth of our 6 Key Practices: Cycle Time.

Is work taking too long to get to customers?

If your team is plagued by work taking forever to actually get to customers, you may have inefficiencies in the way you work. For example, maybe your team is really great at getting social posts up quickly, but when it comes to email, there’s a huge lag in the delivery time.

Cycle Time measurement is all about measuring how a specific work item type, such as email, takes from start to finish — uncovering inefficiencies along the way. The team is then collectively accountable for discussing ways to improve the Cycle Time. In a truly agile culture, leaders would allow the team to make these changes. In a company that’s more traditional, it may not be so simple, but at least gaining awareness around the current state can actually start to move mountains.

Are leaders aware of what’s holding the team back?

I’ve been at a lot of companies where leaders are asking why something can’t be delivered sooner — so the team works overtime to make miracles happen. Then it happens again. And again. The cycle is vicious and hard to break, but no one is really solving the root problem. 

Too many times, people are trapped by tunnel vision and only see their own piece in delivery of work, not the whole picture.

I was working with a company’s CMO, and with him and other leaders in the room, we uncovered exactly why it was taking so long for emails to be delivered. We discussed every step of the process, from start to finish, and looked at where things were getting stuck.

We found that a lot of sign-offs were taking several days, including multiple rounds of reviews that were unnecessary. After making that discovery, emails went from taking more than a month to get to customers to being delivered in a week.

How to measure Cycle Time

There are tools that can measure Cycle Time for you, but I still believe that the most impactful way is to get people together in a room and have a conversation about it, with data to back it up if necessary. If you can get everyone that’s involved in the process, along with the person that’s complaining it’s taking too long, you can quickly gain transparency and alignment.

Let’s walk through an example using email. If you have a collaborative tool or whiteboard, have everyone list out the steps in getting an email done from concept to delivery. 

Understand the key audience
Segment the list from a database
Design the email
Design approval
Creative review
Revision #1
Creative edits
Write copy
Copy review
Final draft
Legal review
Send to martech team for coding
Deployment

Next, ask the team to list how many days on average each step of the process takes:

Understand key audience 3
Segment the list from a database 1
Design  3
Design approval 3
Creative review 2
Revision #1 2
Creative edits 1
Write copy 2
Copy review 2
Final draft 1
Legal review 5
Send to MarTech team for coding 5
Deployment 5
Cycle Days (on average) 35

While it may not be exact, they can quickly see that it takes about 35 days on average to deliver an email. This may make a few people gasp! They probably didn’t realize just how clunky this process was until they could visualize every step in the way and realize the inefficiencies.

Now that they’ve identified Cycle Time, the real magic happens when the team can discuss what’s slowing them down. A few examples here are:

After defining the issues, the next step is to brainstorm solutions. A few ideas could be:

Understanding Cycle Time and building transparency around it are key steps to making your team run more efficiently and succeeding with agile marketing.

Stacey knows what it’s like to be a marketer, after all, she’s one of the few agile coaches and trainers that got her start there. After graduating from journalism school, she worked as a content writer, strategist, director and adjunct marketing professor. She became passionate about agile as a better way to work in 2012 when she experimented with it for an ad agency client. Since then she has been a scrum master, agile coach and has helped with numerous agile transformations with teams across the globe. Stacey speaks at several agile conferences, has more certs to her name than she can remember and loves to practice agile at home with her family. As a lifelong Minnesotan, she recently relocated to North Carolina where she’s busy learning how to cook grits and say “y’all.”

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The innovations most needed in today’s affiliate space | Marketing Dive

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The affiliate and partner marketing space has a long history of talking to itself. If we want to become more, it’s time for that to change. And that starts with some painful honesty. 

We can’t just idly pen winding bylines or keep speaking to the same faces in the echo chamber of our conference circuit and industry forums. This is a self-described “relationship” channel, but “relationships” within this relatively isolated ecosystem won’t get the attention of the people we need to lean in (i.e., the CEO and CMO). They aren’t at our awards, they aren’t talking about us on their earnings calls and they are not recognizing our value with its ultimate measure (i.e., increased spend on par with the opportunity). I also believe that evangelism in the absence of introspection does us all (and ultimately the consumer) an incalculable disservice. 

In the affiliate space, we have to bravely look inward, take on the tough conversations and get real about the new work that needs to be done, as the industry context continues to change. There will always be new work, as there should be. The prevailing good news is that affiliate enjoys the benefit of stark contrast. And it’s only getting starker as we reject the shadow of the giants and step into the light.

Primary channels like Facebook and Google will only continue to hike the costs for advertisers, even as measurability declines as . Marketers will continue to seek alternatives and this makes our ecosystem increasingly vital within the desired cost-effective marketing mix. The macroeconomic climate in front of us will only serve to accelerate this. As such and as stewards of this proposition, we are duty-bound to continue to push to resolve our historical deficiencies and get beyond them, proving the alternatives to these shadowy giants in the process. Work, of course, remains to overcome any historic stigma around this channel, so that it will be thoughtfully considered as part of an overall full-funnel strategy, whether it’s for acquisition or branding. But it can and should be done.

The pulse check on all of this motivation should be that of our target client: that top executive charged with growth. And it speaks to where we need to go. Gartner conducted a CMO survey a couple of months ago and partnership and affiliate isn’t even considered part of the digital media spend bucket where 72 percent of the budgets are going. 

Why are we not a presumed part of the digital spend? The answer is because a portion of CMOs don’t think of it that way. We know this. But it is time to finally figure out why—and at the same time get on top of our creative and audience and predictive data capability shortcomings and catch ourselves up to the rest of the digital mix. We commit to overcoming these shortcomings rather than just deciding that they don’t matter. We’ve already seen how whitewashing failures, or even just weaknesses, can unduly hold us back.

Addressing Our Vulnerabilities

In my most recent article, I discussed the areas where the affiliate and partner channel must continue to press forward in order to earn its place at the C-suite table where marketing and business decisions are being made. These are areas where our industry’s collective collaboration and enthusiasm can begin to change the conversation. But we can’t stop there. 

There are two very important areas where we absolutely are not there yet—where the real work needs to happen. One is creative. The text link just won’t get us the distribution opportunity that creates more channel inventory. We’re not paid search. We need performance content (think UGC imagery and video, product feed sourced images and consumer reviews) combined together in an asset library enabling dynamic creative optimization (DCO).

The other area where we’re lacking can be broadly characterized as our lingering lack of auction-like functionality. Together, these are critical building blocks to support a heightened need to assist our brand partners in acquiring first-party data and our supply-side partners with the ability to actively manage yield or revenue per thousand pages in publisher parlance. The willingness of a brand to pay a premium commission rate alone does not guarantee the highest yield to the partner promoting that offer. We have a dynamic in our category very akin to the SERP (search engine results page) where the relationship between the commission rate available and the probability of a conversion underpin the formula to maximize yield from affiliate placements. If we want more distribution of our offers (the only way to increase category spend), automating the predictive yield calculations using deep datasets and intelligence is a core requirement. As it stands, we are not on par with the greater digital ecosystem at the juncture of mechanics and media economics—and it is holding us back. 

As we keep collective, steady focus on evolving the model, reimagining and expanding partner types and achieving things like DCO and suitable auction-esque functionality in the space, the questions remain: How do we finally break through to full establishment within the mix? What’s the key to getting inside with the CMO and not having to sing for our supper? How do we take possession of something as rightfully ours?

I say it is as simple as recognizing and appreciating this moment in time, this juncture. The needs of the marketer and the content creators have never been more aligned with what our category is capable of delivering. Brand marketing and performance marketing are converging quickly, driven by the fundamental change of the power shift from the brand to the consumer. 

The growth channels of paid social and paid search have reached the point of diminishing returns for many brands and many more are approaching that barrier to future growth. The partner ecosystem has recognized that performance and partner revenue represent the growth engine that will power their go-forward growth without destroying their user experience. And this isn’t only true or relevant in economic heydays when marketing budgets are expanding, even bloated. In fact, you can effectively argue that this channel’s mettle has been stress tested during economic turmoil, only to emerge a stalwart in the marketing mix due to its predictable, outcome-driven model. However, economic safety can’t lead the channel back to what it once was, with discount-driven publisher tactics perpetuating the last-click reputation of affiliate marketing. 

This is our moment. The requirements are clear. The future of affiliate requires scaling a highly trained, professionalized resource base, establishing full transparency and making a commitment to brand safety and fraud prevention. We must provide consistent measurement methodologies, relevant creative, data-driven optimization and yield management and an unrelenting focus on delivering the operating leverage that is created at the intersection of diversified partner scale, automation of workflows and outcome-based pricing models.  

In other words, it’s time to get to work.

13 Affordable Digital Marketing Tactics That Work

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The web is one of the best places to go if you want to promote a product or service but are on a limited marketing budget.

The two main reasons are a) it offers low-cost or even free traffic and b) there are plenty of occasions to be promoted through other people’s websites and social profiles. Here are 13 ideas on how to tap into that potential.

1. Create blog posts that rank and convert 

Blog posts that rank and convert are ones that simultaneously:

For example, our complete guide on keyword research was designed to explain how to solve the title problem using Ahrefs. And because it ranks high for relevant terms like “how to do keyword research” and “keyword analysis in seo,” it brings us free traffic. 

To get free organic traffic to your website, you need a topic with search traffic potential. You can:

If the list is too long to manage, you can use filters like Keyword Difficulty (KD) or keywords with informational intent (“how,” “what,” “guide,” etc.). 

Then prioritize your keywords based on the ability to naturally feature your product. Here’s a scoring system you can use: 

2. Rank videos in search 

SEO and video marketing form a powerful combo—you get one of the most engaging content types with a free traffic source. 

For this tactic, you need video topic ideas that get search traffic from Google. 

If you find a topic that you already rank for, that’s even better. You can “double dip” on search demand if you manage to rank the video too.

3. Keep your email deliverability healthy 

These days, one of the best ways to convince someone to join your newsletter is to promise them something like this: 

And the reason is obvious: Email has got a bad rep from all of those decades of spamming and pushy sales techniques.

Marketers don’t want to send unwelcome emails too. Because this will hurt their “email sender” reputation and lead to lower email deliverability. They may even get banned from their email marketing program. 

To stay on the safe (and effective) side of email marketing, marketers should keep tabs on these metrics:

That’s why some of the best (yet most counterintuitive) pieces of advice on email marketing are to:

4. Write guest posts

Guest posting is when you publish on other websites. This gives you a couple of benefits:

The other side of the deal gets free quality content for their readers. So you don’t need to feel awkward when pitching your articles. 

You can find guest blogging opportunities just by Googling them. You can use search operators to get more relevant results, e.g., (blockchain OR crypto) AND (“guest post” OR “guest article”)

It’s easier with Ahrefs’ SEO Toolbar and any Ahrefs premium plan. You can then vet your opportunities as you Google them with the help of SEO metrics like Domain Rating (DR) or organic website traffic.

Podcasts and newsletters are natural places for businesses to be featured in. 

You can find podcasts and newsletters to pitch the same way you’ll look for guest posting opportunities (see section above).

Additionally, there’s a possibility someone already made a list of places where you send your pitch, so simply try Googling things like “best [your niche] podcasts”.

Being featured on podcasts and newsletters usually won’t cost you anything. But oftentimes, there’s a paid option too. 

So depending on your budget, you can sponsor a couple of episodes, and you can do it repeatedly in different places.

We’ve found out that’s an effective tactic for brand awareness that pays off in the long run—you can read about our experiences with podcast advertising in this article.  

6. Ask bloggers and magazines to review your product

Chances are, you will find plenty of opportunities to get your product reviewed.

Aside from simply searching for similar product reviews on Google or YouTube, a good idea is to check where your competitors got their reviews. One reason is that reviewing similar products is a chance for the reviewer to demonstrate neutrality. 

You can find opportunities that fit the bill by analyzing backlinks: 

Going forward, the crucial part of the process is the pitch itself. Here are a few tips for sending your review pitch. You can:

7. Answer journalist requests to get free press

Have you ever wondered where journalists get all those expert quotes? 

Some of them are from services like HARO, where journalists simply post requests for quotes. 

This is your chance to earn a high DR link and even generate awareness for your business for free. 

All you need to do is sign up for a service like HARO, SourceBottle, or Terkel. Then provide your best answer ASAP.

While using these services, you’ll likely receive a lot of emails. So a nice little trick here is to use email filters.

8. Leverage user-generated content on social media

Social media is awkward for brands. Brands are like that new guy at a party who is told, “Just blend in, and you’ll be fine.” Maybe except for LinkedIn, for obvious reasons. 

Sure, brands can run ads and perform customer service. But the main challenge with social media is having something to say on a consistent, day-to-day basis. 

One of the best solutions for that is to feature user-generated content (UGC) from customers. 

Here are some examples. Notice they all feature the product one way or another:

We teamed up with Fender artists to share their favorite riffs, techniques and tips. This week, Bassist @ramielabidin shows the ins and outs of walking basslines. Watch the full episode here: https://t.co/3LVKwzZh6o pic.twitter.com/U939TYUzr5

— Fender (@Fender)

A lot of that content will happen organically. Someone will post a photo or video tagging your brand. You can then repost it or ask that person for permission to post on your channel. This way, you may even come across future brand ambassadors. 

But you can also encourage UGC: 

The general rule here is that your social media content has to have a human face. So here are some alternative options. 

Option 1. Show the people behind the company and their work. This works great for craftsmen, artisans, and artists. 

Option 2. Give your social media account a personality. Don’t be just another boring company.

You can’t spell, but you sure know how to make a lady feel sophisticated. #WendysHotandCrispy

— Wendy’s (@Wendys)

Jr. Cheeseburger, 4 PC Nugg (Crispy OR Spicy) Jr. Fry, and a drink—and it’ll only cost you 4 bucks. #WendysHotandCrispy

— Wendy’s (@Wendys)

9. Try affiliate marketing networks for merchants 

In affiliate marketing, the merchant is the company or person that offers something for sale. And as you probably already know, in this type of marketing, you let other people (affiliates) promote your product for a share of profits from the sales they helped to generate.

Affiliate marketing needs very little upfront investment. Most of the costs are performance-based (you pay only if you make money), so you can start practically risk-free. 

One of the options is to create your own program. But that may need quite a lot of work and an established brand to attract affiliates. 

So probably the easiest way to get started with this type of marketing is to join a network like ClickBank, ShareASale, or GiddyUp. They provide the tech and affiliates as well. 

You simply set up your profile, upload your product info, and you’re ready to get discovered by influencers in your niche or select the ones you’ll like to work with (depending on what your network offers).

Then affiliates are ready to include your product in their content (if they think it’s worth recommending). For example, here’s an article on setting up a home recording studio by Musician on a Mission. 

According to Site Explorer, this article gets an estimated 10K organic visits (and this is probably not the only traffic source to this piece). There’s definitely potential in affiliate marketing. 

10. Create link bait content 

Not to be confused with clickbait content. Link bait is content designed to attract backlinks. It’s something so valuable and interesting that bloggers and journalists want to link to it.

Example: This report on side hustles in America from Zapier. It’s a 637-word research that earned 2K backlinks from 910 domains, including some very high DR ones. 

There are two main benefits of link bait content: 

The easiest way to identify link-worthy content is to see which pages attract the most backlinks on renowned websites in your niche.

You can dig even deeper and learn which parts of the content attracted the most backlinks. 

11. Repurpose your content

Repurposing content allows you to get more mileage from your content by sharing it on other marketing channels and in other formats. It’s a bit like franchising your content; a book becomes a movie, then a video game, then a series on Netflix, and so on. 

To illustrate, our blog post on SEO checklists gets an estimated 7.2K visits from Google each month. 

But we didn’t stop there. We repurposed the article into a video that gave us an additional 211K views on YouTube (not to mention likes and comments). 

The list of possible content “transformations” is quite long: 

And so on. 

We’ve got a full guide on content repurposing, where you can get some inspiration for repurposing your content. 

PRO TIP

When repurposing your text content into video, you can prioritize topics that get your videos search traffic from Google. Here’s how to find them:

To illustrate, the Content Gap report shows us we can potentially create a video on “how does seo work.”

12. Amplify your content 

Making great content is only part of the job. You need to promote it too.

It sounds like obvious advice. But lack of promotion (or distribution channels, for that matter) is a common problem in content marketing. Marketers tend to end up with great content nobody knows about. 

Amplifying content effectively relies on catering to the platform you use for promotion (i.e., sharing the type of content that people expect to see). 

For example, let’s say you’ve created a paid online course on photography. Here are the steps you can take to amplify that course. You can:

If you create YT tutorials that feature your product, consider spending 💰 on ads. Doesn’t have to be a lot. In July, we spent 154.62 SGD (~112.75 USD) for 174.8 hours of watch time (10,488 minutes).

That’s $0.01/min or $0.65/hour. Name a cheaper medium for relevant/focused attn

— Sam Oh (@samsgoh)

13. Create a lead magnet 

A lead magnet offers something valuable to a website visitor in exchange for their contact information. When the visitor provides that information, they become a lead.

Some popular examples of lead magnets are free trials, online tools, templates, checklists, ebooks, free consultations, courses, discounts… you get the idea.

Having a lead’s contact information allows you to contact them directly and “nurture” them to become customers or brand fans. It’s a staple tactic for products or services where customers need more time to research their options and make a decision. 

The first thing you need to consider is finding a topic for your lead magnet. This can be either something that shows organic traffic potential or otherwise resonates with your audience. 

A noteworthy benefit of the first type is that it allows you to get free traffic from search engines. You can find ideas for that with a keyword research tool by adding some common lead magnet types in the filters.

To learn more about researching topics for lead magnets and how to drive traffic to them, check out 17 Lead Magnet Examples + Tips on Topics & Traffic Sources. 

Final thoughts 

Some of the best places to look for digital marketing tactics that work are other websites, especially your competitors. Here are a couple of competitive intelligence tools for the job:

Got questions? Ping me on Twitter. 

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The Best Ways to Learn Email Marketing | Jason Rodriguez

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The Best Ways to Learn Email Marketing

I’m routinely asked, “How do I learn email marketing?” To the point that I almost released a course on it. But, after working on said course for a while, I realized that there are already a ton of resources and people out there far better-equipped to teaching you email marketing strategy. I’m happy to help out with the design and accessibility pieces but, for general email marketing stuff, here’s where you should go to become a better professional email marketer.

Quick note: I know there are a ton of paid courses and stuff out there, but many are expensive and/or outdated. I’m trying to keep these recommendations either free or relatively cheap so that most folks can access them.

Books & Courses

The best book on the topic is Chad S. White’s Email Marketing Rules. Now in it’s third edition, it’s pretty much a blueprint to creating an exceptional email marketing program. Every chapter includes some of the most straightforward, practical advice on email marketing you’ll ever read.

Jon May has a great, comprehensive guide to email marketing called Send Better Emails. It walks you through everything from strategy and planning to converting subscribers.

Jenna Tiffany has an excellent book called Marketing Strategy. It’s not all email, all the time, but Jenna’s an email pro and her advice is well worth taking.

Skillshare has a bunch of email marketing courses. I can attest to the quality of the Mailchimp Original ones featuring folks like Fabio Carneiro, Kate Kiefer Lee, and John Foreman. They’re older but still provide a great introduction to email marketing. Yes, Skillshare requires a subscription, but it’s really inexpensive. Pay a month and burn through as much as you can.

Pretty much every learning platform has courses, too. Your mileage may vary greatly, but it’s worth checking out things like LinkedIn Learning, Pluralsight, Udemy, Coursera, etc. Perhaps more beneficial would be to go to the ESPs themselves. Many have really good training courses for email marketers. While they’re usually product-specific, nearly all of them go over the foundations of email marketing you need to know.

Not email-specific, but worth reading to inform your overall marketing efforts are books like The Personal MBA by Josh Kaufman, Nicely Said by Nicole Fenton and Kate Kiefer Lee, The Jobs To Be Done Playbook by Jim Kalbach, Practical Empathy by Indi Young,

I’m a huge fan of A Book Apart, and they have a few titles that could improve your marketing efforts. Particularly, Better Onboarding by Krystal Higgins, Design for Real Life by Eric Meyer and Sara Wachter-Boettcher, and Designing for Emotion by Aarron Walter.

I’m not a huge Seth Godin fan, but he does have a few good books worth exploring. Check out Tribes, This Is Marketing, and The Practice.

Finally, marketing is a creative profession. And all creatives should read Austin Kleon’s trilogy: Steal Like an Artist, Show Your Work, and Keep Going. They’ll save you many times over.

There are so many awesome people in the email marketing community. Honestly, too many to list here. But I do keep an updated list of folks I know do awesome email work over at The Better Email. Last time I checked, there were over 100 people to follow on it. That should keep you more than busy enough.

If you want to engage with email-specific communities, two come to mind:

The Email Geeks Slack community has been around for years and has over 10,000 users. It’s run by a wonderful bunch of mods and has channels on everything from email marketing strategy to career tips. It’s legit probably the best place to go as a new (or experienced) email marketer.

Women of Email is a professional network of—you guessed it—women in the email marketing industry. While I can’t count myself among their members, I do know many of them (including some of the founders) and know how open, supportive, and awesome the group can be.

There are so, so many email marketing blogs out there. It’s hard to keep up with all of them (believe me, I’ve tried). Your best bet is to follow a few that put out consistently good advice and ignore the rest. Here are the ones I’ve found useful:

In the “not blogs but periodically updated” category, Email Einstein, Inbox Besties, Inboxing, Humans of Email, Email and Coffee, and Notes from the Dev are all worth checking out.

After all is said and done, the best way to learn email marketing is by doing two things consistently:

You can read, listen to, or watch all the advice you want, but you need to reflect on what actually works and then apply it on a regular basis to get good at email marketing. It’s just like learning anything else.

Opinion | Letitia James’ turns Trump’s marketing against him – The Washington Post

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For that matter, why would he claim that a group of rent-stabilized apartments he owned were worth 65 times their actual value, according to James? Why would he claim his tower at 40 Wall Street was worth $524 million, when a contemporaneous professional appraisal set its value at roughly $200 million? Why would he claim that the Trump Organization had cash on hand that James said did not exist? Why would he assert, or boast, that the name “Trump” — just the gold-plated name itself — added huge amounts to the valuations of other properties?

But it doesn’t take Sigmund Freud to suspect a psychological explanation for Trump’s alleged lies, as well. Trump has always seemed to be compelled to exaggerate his accomplishments, even when there was no rational reason to do so.

Recall his very first day as president. He had a perfectly respectable crowd at his inauguration, given the iffy weather and the divisiveness of the 2016 election. But he ordered his press secretary, Sean Spicer, to insist — falsely, grandiloquently and laughably — that it was the biggest inaugural crowd in history. Note how, to this day, Trump routinely overstates the crowd size at his MAGA rallies, stoking his own ego by claiming his followers waited in miles-long lines to bask in the radiance of his presence.

James’s investigators examined Trump’s declared valuations for 23 properties, including his Florida estate, Mar-a-Lago; the hotel on Pennsylvania Avenue near the White House that he recently sold; and several of his golf courses. She seemed to make a point of mentioning these marquee holdings and showing, she alleges, that they are not really worth what Trump claims. All that glitters might be gold, but in Trump’s case, it’s only 14-karat.

The fact that — according to James and the lawsuit — Trump allegedly obtained expert, outside appraisals and still boosted the properties’ values suggests incredible recklessness. Whether that is born of simple greed or inner need, it might end up costing Trump an awful lot of money.

James said she believed Trump may have left himself open to criminal fraud charges as well. The New York district attorney’s office issued a statement on Wednesday saying its criminal investigation of Trump remains open; and U.S. Attorney General Merrick Garland will have yet another fraught decision to make — whether these alleged inflated property valuations violated federal criminal statutes as well and warrant charges.

What is Co-Marketing: How to Craft Strategic Partnerships [+Template] (2022)

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Competition may be a natural part of business, but not every company selling to your target customer is a competitor. Some might be potential collaborators you can partner with through co-marketing.

By sharing audiences and resources, two complementary brands can execute campaigns that would be expensive or impossible alone.

These strategic partnerships can help you access powerful leverage by offering your own in turn to reach new audiences and delight existing customers, regardless of the size of your business.

Here’s what you need to know to get started with co-marketing, from the different types of co-marketing campaigns you can run to how to find and pitch strategic partners to collaborate with.

Learn how to pitch a co-marketing partnership

What is co-marketing?

Co-marketing is an approach to marketing that involves two or more complementary businesses working together to promote each other’s products or services. By forming a mutually beneficial strategic partnership with a non-competitive business, both parties can reach new audiences and market more efficiently. 

The exchange between co-marketing partners can include anything from:

Co-marketing takes many different forms and can be negotiated between B2B and B2C brands, products and services businesses, and new startups and established brands—as long as you can connect the dots between you and your partner to establish equal value on both ends.

Is co-marketing the same as co-branding?

Co-branding is when two or more brands combine their brand equity—their logo, name, and reputation in the market—into a single product or service. It often involves a joint product development process, where both brands get to put their names on a new product or service being produced.

An example of co-branding is this Apple Watch from Apple, with a strap designed by Hermès, a luxury accessories brand.

A photo of the Apple Watch Hermès in Apple’s online store, with a luxury black strap and co-branded watch face.Source: Apple

Co-branded products can be part of a co-marketing campaign, but co-marketing refers broadly to two or more brands working together by promoting to each other’s audiences.

The benefits of co-marketing through strategic partnerships

Co-marketing comes with unique benefits compared to traditional solo marketing strategies.

Between rising customer acquisition costs for paid marketing and the slow ramp up of investing in ecommerce SEO, co-marketing can be an immediately impactful and cost-effective approach to marketing accessible to businesses of all sizes.

The benefits of co-marketing include:

Co-marketing only works if it prioritizes reciprocity to craft a deal that’s equally good for all parties at the table, not just yourself.

If the nature of the exchange is fair and the terms are explicitly stated, co-marketing can be an effective way to tap into new audiences and drive down the cost of marketing while improving its impact. 

5 co-marketing examples showing reciprocity in action

There are countless angles to approach your own co-marketing strategies. It ultimately depends on your context, creativity, and ability to pitch the partnership.

Here are some co-marketing examples, ranging from complex campaigns to informal bartering, to inspire your next strategic partnership.

1. Co-branded products: Homesick and Lucasfilm

Homesick’s scented candles are inspired by the nostalgic smells of specific places, such as New York City, creating ample opportunity for thoughtfully creative collaborations.

One of the most creative so far has been Homesick’s co-branded product with Lucasfilm. Both brands came together to develop a unique Star Wars candle collection featuring the scents of fictional planets from a galaxy far, far away.

The partnership earned press coverage in national publications like and Mashable. Meanwhile, Lucasfilm gets to bring a piece of its most popular sci-fi franchise into the real world, with Homesick’s manufacturing capabilities.

A screenshot of Homesick’s press coverage in Cosmopolitan’s online magazine. The headline says “You can smell the Star Wars galaxy with These Candles from Homesick”.Source:

2. In-kind sponsorships: Longboi and Weiner-Paw-Looza

Sponsoring an event or creator doesn’t always require money to change hands. Bartering goods and services is common between businesses and organizations. It could be event space lent to you by a retail store in exchange for driving foot traffic.

Or, in the case of Longboi, an apparel brand for dachshunds and their humans, it could be loaning a branded photo-booth backdrop to Weiner-Paw-Looza, a local weiner dog festival, because the organizers saw you post it online.

“Since the backdrop has our logo all over it, it was an awesome way to get organic marketing traffic, because their festival attendees would take photos of their dogs against the backdrop and they would tag us on social media … all without us even physically being there ourselves,” says Josh Gonsalves, co-founder of Longboi.

A photo taken at Weiner-Paw-Looza showing two weiner dogs against the Longboi-branded backdrop, ready for a photo shoot.Source: Longboi

3. Free samples: Stellar Snacks and JetBlue

Free samples aren’t feasible for every brand, but if you sell a product that has to be tasted, smelled, or tried before buying (snacks, cosmetics, beverages, etc.) and you can produce a low-cost sample to distribute, it may be worth your while.

The cost of marketing with free samples isn’t just the cost of the product but also of distributing it into the hands of potential customers who are likely to buy.

Co-marketing can turn your free sample into a free gift for your partner’s customer, or result in an exchange of packaging inserts with discount codes to each other’s businesses. 

Here’s an example of co-marketing with samples between Stellar Snacks, a clean snack brand, and JetBlue, an American airline. JetBlue offers its passengers complimentary pretzels, which are provided by Stellar Snacks. In exchange, Stellar Snacks gets free samples of its product into the hands (or mouths) of more Americans.

4. Two-way referrals: Studio Proper and the retail technology ecosystem

Take a step back from your business and look at the other purchases that lead up to and follow what you sell in the customer journey. 

Are there products or services your customer seeks out that you’re not equipped to offer yourself? There might be potential strategic partnerships to build between those gaps.

Alon Tamir, CEO of Studio Proper, a company that designs accessories and mounts for phones, tablets, laptops, and point-of-sale devices, refers to it as finding partners throughout the customer’s “stack.”

The company’s B2B arm is in a unique position to leverage strategic partnerships. The company sells the physical equipment for business solutions, but not the implementation, software, and infrastructure services around it. So the company partners with the businesses that do.

In an episode of , Alon Tamir said, “Whether it’s the telco that’s providing the data service or it’s the systems integrator that specializes in retail executions or retail fit-out companies, there are so many different experts that are servicing segments of a business’s needs. And those are all great opportunities to partner together with them to create a really, really great end-to-end solution for the business customer.”

A recent example: Proper partnered with Kingly, a Singaporean company that implements large-scale IT projects for corporations and government organizations, in order to penetrate the Singaporean market while providing Kingly with exclusive pricing on a range of its products to be part of those implementations.

5. Cross-promoting offers: Studio Proper and Scratch

Packaging inserts in the form of discount codes are a popular post-purchase tactic used by ecommerce companies to cross-sell other products and increase customer loyalty. Packaging inserts are low-cost to produce and ship inside an order where shipping has already been paid for, making for a potentially strong return on investment.

Co-marketing turns this customer retention tactic into a new customer acquisition play by swapping packaging inserts with a strategic partner.

Studio Proper also uses co-marketing in its B2C business. This promotion with Scratch, an Australian dog food company, included an exclusive discount code for Scratch as an insert in shipments of its DogTag Apple AirTag product.

A social media post promoting the collaboration between Scratch and Proper, showing the contents of the packaging, containing the DogTag from Proper and the coupon from Scratch.Source: Instagram

How to find and form strategic partnerships with complementary brands

Co-marketing partnerships can occur organically or require methodical planning and networking. It depends on who you’re seeking out as a partner.

Either way, a co-marketing pitch will fall flat if the benefits are only one-sided. Entering into the agreement has to make sense business-wise and feel like a great deal for both parties.

Build relationships in advance

There are as many co-marketing opportunities out there as you care to look for, but sourcing them comes down to some old-fashioned networking and business development.

There are some free tools I’d recommend for this purpose:

Strategic partnerships are naturally easier to create through existing relationships with someone on the inside who can help implement the co-marketing campaign. 

But if that’s not the case, which is likely if you’re a new company, you can still make it happen through prospecting and outreach.

Assess potential partners

You likely have as many or more prospective co-marketing partners as you do competitors. Evaluate for good fit before you pitch by looking out for the following criteria in your partner:

Always understand your own leverage before coming to the table. Pitching a one-sided partnership through cold outreach will likely sour your relationship with a potential partner (I’ve got an inbox full of self-centered pitches to prove that point).

Understand the value they can create for you, but lead the conversation with the value you can create for them.

Pitch some co-marketing ideas

Before you reach out to another company, make sure you have concrete ideas to pitch.

Without any marketing ideas, it’s unlikely you’ll get a reply, let alone a “Yes, let’s work together.” And like I said, you need to frame your pitch in a way where your partner clearly benefits.

Make a list of all the leverage you have and work it into your pitch. A good place to start is the size of your customer and email list, average monthly order volume, and exclusive wholesale pricing—the things that would get you to perk up if they were pitched to you.

It’s OK to pitch one to three quick ideas in bullet-point form to get the ball rolling, but the main goal of your email should be to schedule a call to discuss specifics.

Here’s a general email outreach template you can use to get started, but make sure you tailor it to your potential partner:

Co-Marketing/Strategic Partnerships Pitch Template

Hi [NAME],

I’m the [JOB TITLE] at [COMPANY & LINK TO YOUR SITE], a [QUICK ELEVATOR PITCH].

I’m reaching out to explore a potential partnership with [PARTNER COMPANY], because [SHOW YOU DID YOUR RESEARCH AND THIS EMAIL IS TAILORED].

[YOUR COMPANY] has [EMPHASIZE YOUR LEVERAGE]. Since you’re [EMPHASIZE COMMON GROUND], I thought you might be interested in some kind of collaboration.

Here are some opportunities that come to mind:

Let me know if you’d like to hop on a 20-minute call [OPTIONAL LINK TO CALENDLY] to discuss a mutually beneficial partnership.

Thanks for your consideration, and looking forward to hearing your response.

[YOUR NAME]

Define your campaign and promotion details with your partner

Once you’ve found a like-minded partner who’s interested in collaborating, hop on a call with them to hammer out the details of your co-marketing partnership. While a handshake deal is enough for many co-marketing arrangements, getting it in writing or even drafting up a contract to sign may be a good idea for more complex campaigns where profit-sharing or co-branding are involved.

Throughout the negotiation process, you should determine:

It’s worth explicitly stating what success looks like for each of you, and how it will be measured, especially if the goal is customer acquisition.

Measure your co-marketing campaign’s success

Campaign attribution should also be a point of discussion with your co-marketing partner, especially if the goal is new customers and sales.

How you measure success will depend on the nature of your co-marketing partnership and its goals:

Co-marketing: Go further, together

The business world might be competitive by nature, but co-marketing proves you can also unlock growth through cooperation. 

While big brands team up on co-marketing campaigns all the time, it’s the smaller companies with fewer resources that stand to benefit most from strategic partnerships.

After all, why build an audience from scratch or stretch your resources thin when you can share what you and other like-minded brands already have?

You need to give before you get, but what you end up getting together through co-marketing is something you likely wouldn’t have gotten alone.

Co-marketing FAQ

What is co-marketing?

Co-marketing is a type of marketing campaign where two or more companies work together to promote each other’s products or services to their respective audiences.

How is co-marketing different from traditional marketing campaigns?

Co-marketing is different from traditional marketing campaigns in that it typically involves a greater level of collaboration between the companies involved. Money may be exchanged, but it often relies on bartering resources and assets between both parties in the pursuit of mutual benefit.

Are strategic partnerships the same as co-marketing?

Co-marketing is a form of strategic partnership. Both involve two or more companies working together in a mutually beneficial alliance, but co-marketing refers specifically to the promotion of products and services to each other’s audiences.

How do I find a co-marketing partner?

To find a co-marketing partner, you can use online directories or search engines to find companies that offer related products or services that don’t compete with yours. You can also reach out to companies you already have a relationship with and ask them if they would be interested in working together on a co-marketing campaign.

What’s the difference between co-branding and co-marketing?

The difference between co-branding and co-marketing is that co-branding involves two or more companies collaborating on a single product or service, while co-marketing involves two or more companies promoting each other’s products or services.

What are some co-marketing ideas for ecommerce brands?

Ecommerce brands can experiment with co-marketing by partnering with a charity and donating a percentage of sales to the charity in exchange for exposure to its community, hosting a sale in collaboration with another ecommerce brand, or distributing free samples through one business’s orders.

The Apple Watch Ultra is a great smartwatch, but it’s also a brilliant marketing tool. Here’s why…

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The Apple Watch Ultra is the tech equivalent of “Do you even lift, bro?”

With 8 years in development, Apple has firmly cemented the Watch’s reputation as a device that saves lives. The Apple Watch isn’t just a smartwatch, it’s also an incredible medical and safety device that’s helped people in emergencies. Every year, Tim Cook even spends a few minutes on covering real-life stories of how the Watch saved its wearer’s life. The Apple Watch Ultra, however, doesn’t share that reputation. It’s built for extremes, for the ultra-human, whether they’re scaling mountains, crossing deserts, diving in oceans, or just pushing their bodies to the limit in the pursuit of a goal. In Apple’s own words, the Watch Ultra is an “essential tool for essentially anything”… but here’s the part Apple didn’t say out loud. They know that regular people will want the Watch Ultra too, just for the ability to portray themselves as limit-pushing ultra-humans. It’s the watch equivalent of owning a Peloton, having a bike mount attached to your car’s rear, or just taking gym selfies. The Watch Ultra is an exceptional device, but it’s also a status symbol of sorts for people who want to be perceived as adrenaline junkies and adventure lovers.

The Ultra suffix tells you practically everything you need to know about what this new smartwatch was made for. Apple doesn’t envision this to be the watch someone wears to the office, or an elderly person wears it to monitor their heart levels. This watch was designed absolutely push the limits of what a watch can do and endure. The watch sports a rugged titanium design that’s more resilient in inclement weather, including snowstorms, and is rated WR-100 water resistant as well as EN13319 certified, which means you can use it as a dive computer during scuba diving sessions.

The watch’s new design was made for easy operation even when you’re wearing gloves. The crown is thicker, grippier, and the power button more accessible. There’s even a new Action button on the opposite side for controlling the watch’s various ‘ultra’ activity tracking features, whether you’re competing in a triathlon, deep-sea diving, or even marking your position on the watch’s own mapping system during a trek. It sports a redesigned home screen interface, called the Wayfinder, that gives you access to all the important features you need during your activities, including a compass, GPS coordinates, altitude, and other useful metrics. The watch’s battery can last for 36 hours, although Apple claims that future updates can push this to 60 hours, so your watch aides you on your long, difficult journeys whether you’re trekking, camping, long-distance jogging, or completing a triathlon. The watch even comes with a ‘night mode’ that’s accessible simply by rotating the crown, which turns the interface minimal and red, retaining visibility while conserving battery… and an internal 86-decibel siren lets you attract attention to yourself in the event of an emergency.

The watch comes with a rugged titanium alloy construction and sports three different strap styles, an Alpine Loop, Trail Loop, and Ocean Band. The Watch Ultra by default comes with GPS and Cellular, and sports all the other features of the Series 8, including a much more advanced temperature tracker and period tracker, crash detection, international emergency calling, fall detection, and an always-on display. With all those advanced features, the Watch Ultra doesn’t come cheap. At $799, it costs as much as the iPhone 14 (yes, the new one), making it the most expensive smartwatch money can currently buy. However, for people heavily invested in an active or extreme lifestyle, this one might just be a doozy.

The post The Apple Watch Ultra is a great smartwatch, but it’s also a brilliant marketing tool. Here’s why… first appeared on Yanko Design.

Q&A with Cypress Bomanite’s CEO Ronnie Traballo on Landscape Marketing  – The Marketing Mentor

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Ronnie Traballo is the CEO of Cypress Bomanite Inc., one of the country’s pioneering full landscape construction firms which is celebrating its 50th anniversary this 2022. He is also the Managing Director of Bomanite Southeast Asia with an office in Singapore and a manufacturing plant in Subic. Bomanite is a US-based company focused on all kinds of decorative concrete flooring (such as the over 150,000 square meters of floors the company recently did for Disney Shanghai). Ronnie shares his insights about connecting with clients, architects and installers in their industry.

Q1: Your company’s recent projects include City of Dreams, Kidzania, and Okada Resort. How do you market to ensure that your brand gets specified by architects?

A1: World class developments like these, always look for innovations, so we always try to offer new products in the architectural concrete  market.  And equally important with these innovations is the workmanship and attention to detail. And this is where our company differentiates ourselves from others, while landscape contractors’ services are becoming commoditized, by offering a brand like Bomanite in the market we offer a unique service that only we can provide.

Q2: Other than those mentioned earlier, which projects do you consider as major milestones of your company and why?

A2: Recently, we also did the full landscape construction (both hardscape and softscape) of the Grand Hyatt Manila in BGC. We also did all the water features in the main lobby and driveway. This development is from Federal Land Inc.

Q3: Aside from horizontal flooring, you have created your own brands and introduced vertical gardening (like green walls and roof gardens) over 10 years ago. What opportunity did you see then?  How are these concepts doing?

A3: In our desire to always be innovative, we were also one of the companies who introduced vertical and skyrise greenery in the Philippines more than a decade ago. I was inspired by the green developments in Singapore so I brought and adopted these systems into our urban concrete jungle. I saw the opportunity of creating  more green spaces in Metro Manila.  It showed great potential and we had a lot of clients during the initial years, but the high cost of maintenance and upkeep made it difficult to sustain these skyrise greeneries. At present, there continues to be a niche market for skyrise greenery and we continue to cater to them, we just need to set expectations that any garden be it on- ground or above ground requires proper maintenance with more maintenance challenges for sky rise greenery.

Q4: There is usually a substantial gap between the highest and lowest bids in landscaping services. What should clients pay attention to aside from price?

A4: As with any construction bids, price is always a major consideration by developers/clients in their decision-making process; however, our top clients for the past 5 decades, understand that other than pricing, the ability to meet project deadlines and workmanship and quality provides value more than just being the cheapest proposal.  

Q5: Installation in accordance with specifications is one of the most difficult tasks in the decorative concrete flooring segment. How do you hire, train and monitor installers?

A5: This is one of the key competitive advantage of becoming  a part of the Bomanite International family. Bomanite’s Techncial Academy, provides ongoing continuous training for all its installers and regularly qualifies them to ensure that all technical crew working on the job-site has been qualified and trained to be the best in their job. As a testament to these our company has consistently won various worldwide decorative concrete awards from Bomanite International and the Decorative Concrete Council of ASCC (American Society of Concrete Contractors). This year, our installer partner from Mindanao, ARQ Builders won first place in Bomanite International’s competition. And also this year, our Bomanite installer partners in Vietnam and Indonesia also won first and second place respectively in the stamped concrete category of the Decorative Concrete Council competition.

These awards and citations did not come by accident, as for the past 15 years, I have been the one conducting and doing trainings of Bomanite all across the Philippines and Southeast Asia. Recently I also did trainings in Israel. I am now an accredited Decorative Concrete Examiner by ACI (American Concrete Institute), and currently one of the directors of DCC.

Q6: Where do you derive inspiration for your landscape to serve those clients who need your service from end to end?

A6: As a second-generation owner, I also got a lot of training working in the FMCG sector as a sales manager before joining the family business.  My sales training and experence in P&G has been a good foundation to help professionalize and scale up our family business.  Providing high quality end to end service to our customers is very difficult specially with the Philippines being an archipelago. I adopted and implemented P&G’s distributor model system  in the early 2000 and since then  we have now 9 established Bomanite installer distributor partners in the Philippines. And using these same model, we have scaled up and partnered with master distributors in Southeast Asia with a manufacturing hub in the Philippines and a regional office in Singapore.  

Q7: The landscaping business is highly-affected by weather conditions. How do you cope with seasonality and ensure profitability throughout the year?

A7: Being a full scope landscape construction company, we offer diversified products and services all year round. During the summer season, that is the peak of our hardscape work (think roads, sidewallks, driveways, etc.) and during the rainy season it is easier and practical to install  and maintain softscape (plants and greeneries). We are also diversifying into indoor floor installations like polished concrete and resin based coating systems that can be installed year round.

Q8: Contemporary issues like scarcity of water and the effect of climate change are worrisome. How is your landscaping solution addressing these issues?

A8: Environmental issues and challenges are now an immediate and global concern.  Unlike before, where landscaping is seen more as an aesthetic solution, at present new innovations are being developed and implemented to address these. One of the products that we are offering is our permeable/pervious flooring system – Grasscrete that allows water to be stored and re-cycled. Low VOC (volatile organic compound) products in Bomanite systems also helps reduce carbon footprint. But other than product specific solutions, we need to help solve these environmental challenges as an industry and with partnerships from all stake holders.  Our company, has helped found and revitalize LACISAP (Landscape Contractors and Industry Specialists Association of the Philippines) and is actively partnering with PALA ( Phil Association of Landscape Architects) to help generate greater environmental awareness and push for more environmental sustainability solutions. 

Josiah Go is Chair and Chief Innovation Strategist of Mansmith and Fielders Inc. The search for the 3rd Mansmith Innovation Awards is ongoing. Visit www.mansmithinnovation.com for details.