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Sniply - Add a call to action on every link you share to measure success of your channels snip.ly

What is it?

Sniply lets you add a call to action to any link you share. The snipply link usually appears as a hover button in the footer of the link you share, and you can customizt the text and call to action. So, if you have an article that talks about your new Series A for a SaaS product, you can add a Sniply link that says "Interested in trying our our Saas suite? Learn more". That link can then have all the tracking parameters you need to measure the success of your PR article.

Why I like it?

Measuring the success of PR has always been a challenge, but using Sniply, means you can add a call to action on every PR article you share out and then measure traffic you receive from that Sniply link. It's not 100% accurate, but I find that's a pretty good proxy to see how your PR funnel is working (e.g. you share a link to your facebook -> you get a click into the article and sniply measures the impressions on the page -> then you get a click on the sniply link to your site. This is essentially your Sniply funnel, and it's a good way to see what PR channels not only lead to pageviews but also onsite conversions for whatever you're selling (e.g. app or product)

I also like that Sniply lets you customize the look and feel on the Snippets so they can match your branding. I've done user testing with Sniply links and most people assume they're just a native link that the publisher put in the page. Rarely is someone annoyed with it, but of course this is up to you as the marketer to decide how aggressive you want to be with Sniply link.

Overall though, I really recommend trying Sniply because its free to try and you can start to measure channels that have tradtionally been immeasurable.

Why I dislike it

Some marketing platforms are wising up to links created with Sniply and they get scrubbed out. I specifically noticed this on native advertising platforms like Outbrain. So you'll have to try the links out on each platform to see where they won't get blocked.

 

IFTTT - Automate how apps talk to each other (automate your tweets, retweets, Instagram posts, emails, etc.)ifttt.com
 

Movable Ink - Deliver jaw-dropping, dynamic content in your marketing emails at the moment of openmovableink.com
 

Outgrow - Get better lead generation with interactive contentoutgrow.co
 

Outbrain - Acquire customers more efficiently with native advertising www.outbrain.com

What is it (1-2 sentences)
Outbrain is a native advertising platform that allows marketers to serve up digitally native ad units on publishers like Time and CNN. These units look like articles on the publisher's websites so the click through rates are much higher, and Outbrain's platform is very easy to use to get started and scale.

Why I like it (2-4 sentences)

Think of Outbrain like a Facebook or Instagram native ad except that the ad unit is on reputable online publications like MSNBC or Business Insider. It's a really great way to get your product or business in front of readers of these publishers without spending tens of thousands on a sponsored post from the publisher.
But, Outbrain is intended to link from a publisher article to another article so you do need to bring your own content marketing or earned PR stories to Outbrain to create the content. But, if you have good articles out there (or you create your own), then you can seed your stories in front of the audiences that have a high overlap with your customer base.
From there, you can optimize the headline to get the best CTR and then you can optimize our content to get the best CTR to your site or app.

Why I dislike it (2-4 sentences)

Outbrain doesn't really work for direct response to your site because it's a content marketing tool that appears on news outlets and blogs. So you'll need to either get PR stories or reviews ahead of time or you'll have to write your own.
Also, a lot of it depends on engagement on the headline of your post, so you'll have to get creative about what you put in their character limit to drive clicks. This is sometimes not ideal for brands with specific language guidelines as the best headlines that result in clicks are usually very click-baity.

 

Share Local Media - Direct mail as a servicesharelocalmedia.com

What is it

Share Local Media is a startup that's focused on providing direct mail as a service. They work with reputable startups and companies like Warby Parker and Harry's to submit joint mail packets to affluent zip codes. The brands included in the mailer then share the price of the mailer making it cheaper for everyone while being in good company and reaching qualified leads.

Why I like it

Share Local Media was founded by my former boss, and he's assembled a team of amazing marketers to run SLM. The customer service is great. They provide transparent communication. And, when it comes to direct mail pricing, it's very reasonable. Plus, for an emerging startup, you can usually expect one known AAA brand in the mailer so prospects associate you with strong brands.
It's also fairly easy to get started, and you can reach affluent zip codes all over the United States. And, with more spend being focused on digital marketing, the mailbox is becoming a forgotten channel, which means there's a vaccuum of advertisers in the space. SLM lets you fill that void and reach your customers in a way that most brands are not.

Why I dislike it

You're limited to their zip codes and the number of times they will mail that zip code per month. Also, there isn't an easy web portal to submit your assets so you have to work with an account manager to get into a mailer. This helps improve the quality of mailers you're with but it does increase the amount of time needed to reach out, design, and then get a direct mail campaign live.

 

 

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