“If you don’t innovate you evaporate,” said multimedia maven and nationally syndicated radio host Kim Komando.
Komando was speaking at a recent AdMonsters Webinar, Multichannel Messaging Made Easy, about how she connects with her tech and media-savvy audience across multiple channels, learns from their feedback, and then uses that information to shape her messaging and monetization strategies while building deeper trust with her community. (Sign up to watch the replay on-demand now!)
“Our revenue, data, and content teams come together every 30 days to look at the numbers to see which products are killing it and which ones are DOA,” explained Komando.
Do you have podcasts? What about push notifications? Newsletters? A website? Are you using social media? Well, there’s a way to tie your messaging together across platforms and monetize it at the same time. What if I told you that you could do this all from one tool?
Multichannel Messaging Made Easy
That’s why Komando partnered with Powerinbox to manage her newsletter and push notification messaging and monetization. And since Powerinbox acquired artificial intelligence-powered personalized notification platform, she now has the ability to automate personalized, curated content to subscribers across multiple channels to increase engagement, traffic and revenue.
When you’re sending nearly 40 million messages per month as Komando does, you need a tool you can rely on.
“It’s all about curating and picking the right content for the right audience at scale—and you will boost engagement,” said Jeff Kupietzky, CEO, Powerinbox. “People want snackable content. Alerts. Breaking news specific to the time of day will be more relevant and receive more engagement. You should use the same mindset that you use on Twitter in a newsletter,” he added.
While most publishers are still warming up to the idea of push notifications, Komando uses them as a litmus test to develop other forms of content. “Did that message die on send?” she asked. “Well, your audience probably doesn’t want to read about that topic.”
A Question of Audience Trust
More people are signing up for subscriber-based content from brands and media properties they trust because they understand the value exchange. “I’ve always told the audience if you’re getting something for free, you are the product. My audience understands that,” Komando said. “Once you develop trust—you’ll develop advocacy. Your audience will be willing to sign up for new products and spread the word.”
How do you know you’ve built up trust with your audience? How do you know you created deeper audience connections? It’s easy. Use surveys. Read your comments. Listen to your audience on social media too. The more data you have on your audience the more you know about when and where to connect with them.
First, foster trust with a newsletter first before moving into push and then tie your messaging together based on what you know about the individual. The email address is the key to identity. And the data you collect on individuals is your map. In this privacy-forward era of marketing, having opt-ins on hand will go a long way toward your targeting capabilities.
And let’s not forget about driving revenue. “When you use AI-powered push notifications you can set it and forget it (content and cadence) and just collect the checks,” said Kupietzky.