• TheDigitalJen
    Jennifer Stalzer on November 19, 2013

    Tough Lessons to Becoming a Socially Engaged Brand

    About 18 months ago, MasterCard set out on a mission to become the most socially connected and engaged brand in the payments space. As I look back, here's a look at almost ten hard lessons we learned.
  • ChristopherCarfi
    Christopher Carfi on December 9, 2013

    Five Trends That Are Going to Affect Marketing in 2014

    Agile marketing is now a common approach, and includes a healthy loop of building, testing, measuring, learning, refining and improving. There are five trends that you need to be on the lookout for when creating your marketing plans in the coming year, a combination of focus on results and a set of new channels that can connect directly to the bottom line.
  • JeffreyDachis
    Jeffrey Dachis on December 18, 2013

    Real-Time Marketing 101: It All Starts With The Trends

    Imagine you are a marketer in 1951. Harry S. Truman is president and Milton Berle is the most famous person on T.V., raking in 80% of all television viewers every night of the week. It’s the dawn of modern mass marketing. What if you were the first marketer to figure out how to use T.V. to sell stuff? You’d probably be in pretty high demand. The potential to sell your products would be effectively limitless. Well, an innovative, new marketing channel with the potential to rival television for its importance has arrived and marketers are starting to take notice.
  • Act-On Software
    Act-On Software on April 18, 2014

    Six Best Practices for Creating a Content Marketing Strategy

    Content marketing is the linchpin of demand creation –the link between brand awareness and lead generation. Done well, it builds familiarity, affinity and trust with prospective and current customers by providing information that resonates – in the right format, through the right channel, at the right time.
  • IBM Social Business
    IBM Social Business on April 18, 2014

    Patterns in Achieving Social Business Success by Leading and Pioneering Organizations

    Here is an excerpt from “Patterns in Achieving Social Business Success by Leading and Pioneering Organizations,” an exclusive whitepaper brought to you by IBM. This whitepaper provides a step-by-step guide for determining your strategy to achieving social business success.
  • Spredfast
    Spredfast Business on May 1, 2014

    The Social Media Pocket Guide: Six Ways Marketers Should Use Social

    This guide walks through each of the “Big Six” objectives and provides a tactical overview of the business case, team considerations and actual content examples and templates to use for your social media initiatives. 
Download the guide now and use it as a cheat sheet on how to get started today using proven tactics and best practices.
  • Actiance
    Actiance Compliance on May 9, 2014

    The Forrester Wave: Social Risk and Compliance Solutions, Q2 2014

    Forbidding employees to use social networks because they may expose your business to risk is no longer a viable business strategy. According to its new report published today, “The Forrester Wave™: Social Risk And Compliance Solutions, Q2 2014,” Forrester Research, Inc. says “the practice of prohibiting social [is] no longer feasible.”
  • Spredfast
    Spredfast Business on June 9, 2014

    6 Blueprints for Social Network Success

    The Big 6 social networks offer tremendous marketing opportunities - but each one is very different from the next. That’s why Spredfast has assembled the 6 Blueprints for Social Network Success. In this quick-read collection, you’ll discover more than 50 constructive, actionable marketing tips and real-world examples from major brands like Hyatt, British Airways, Target, and General Mills. Let’s start building!
  • Synapsify
    Synapsify, Inc. on June 16, 2014

    Piecing Together the Story: Synapsify’s Annual Voice of Customer Industry Survey and Insight

    This eBook reveals the common practices and challenges faced today by social media managers/directors and brand insight analyst and conducted an online survey of 70 social media and content analysts professionally recruited for this survey. The survey results are presented as part of a complimentary eBook in which insight industry professionals shed light on their challenges and common practices they face in understanding the true voice of their customers.
  • According to a recent SiriusDecisions survey, only 16% of B2B companies use marketing automation, and many companies using some form of automation focus their efforts on less advanced areas, like email marketing and landing pages. Atri Chatterjee, CMO for marketing automation platform provider Act-On, discusses the changing landscape of marketing and what's driving the accelerated adoption of marketing automation tools, and who is leading the charge for a more analytical approach to customer engagement taking place today.

    There are few areas of the CRM/Social Business industry that is more interesting than the marketing automation sector.  The big guys (Salesforce.com, Oracle, Adobe, etc) are creating enterprise-focused marketing clouds via a dizzying array of acquisitions.  Others are raising millions of dollars either by going public or attracting the attention of venture capitalists.  But for all the shaking and baking that is taking place, the fact remains that still a relatively few companies on the B2B side have actually implemented a marketing automation system.  And the majority that have are still only using more of the basic functionality and tactics than anything else.  

    I recently had the opportunity to speak with Atri Chatterjee, CMO of marketing automation platform provider Act-On Software, to discuss where we are today with marketing automation.  He shares his thoughts on why we're still at 16% adoption of marketing automation in B2B companies, along with why he sees that number increasing rapidly over the next few years.  He also discusses what it will take for more advanced marketing practices to become mainstream, and who will lead that charge.

    Below is an edited transcript of our discussion which covers many of the topics we touch on.   Also included is the embedded video which includes our full conversation.

    Brent:  Act-On recently referenced a benchmark study done by SiriusDecisions. One of the stats that really jumped out to me  when you think about what’s going on in the space and all the excitement - monies being raised, mergers, acquisitions, customers being brought on – was that only 16% of B2B companies out there are using marketing automation today. Why do you think that is?

    Atri: Think about the way you and I go and buy something that is the high-ticket item; an automobile or refrigerator or something. We don’t go to the store and just buy it; we go and do research online, we go try to figure out what people are saying in social media. We try to get independent opinions on what’s best. So the whole buyer’s journey has really changed, and that’s really changed in the B2B world.

    Now this new technology has come in; marketing automation. It’s only 16% penetrated but the good news is that it’s actually growing very rapidly. It’s growing at 50% every year. So a few years ago when I first joined Act-On, the market was less than 10% penetrated and it’s more than doubled since then. So that’s the good news. And even the Sirius research that came out shows the adoption is quite varied depending on industry.

    Obviously the technology and IT industry have been early adopters. Marketing automation is probably around over 60% penetrated in that space, whereas say healthcare, it’s less than 2% penetrated. So quite a varying degree of penetration depending on the industry and it’s pretty common of how new technology gets adopted. The early adopters, they go into it… then it goes into the mainstream and then once the mainstream picks it up, then it really becomes much more prevalent. And I think we’re right at that cusp right now; going from early adopter into mainstream with the 16% adoption.

    Brent:  It seems like there are only certain aspects of marketing automation that are heavily adopted; email marketing, landing page management. But when you get into the more robust areas like lead nurturing, lead scoring, sequence flow, predictive analytics, they are still way off in the future it seems in terms of mass adoption. When do you expect, not only mainstream businesses to start using marketing automation a little bit more across industry, but actually getting deeper into the kinds of tools services like Act-On provide?

    Atri: The whole field of marketing has changed quite rapidly and quite dramatically. We’ve gone away from the Mad Men approach to marketing. It’s more about branding and establishing a name and a little jingle and so on. And we’ve gone to a lot more direct marketing; a lot more analytical marketing. So even the whole field of marketing has changed and all marketers have to adopt new techniques. 

    And then there’s a new generation that’s coming in that is far more analytically focused on measuring what’s happening with A/B testing, etc. It’s a combination of marketing knowhow and statistics and math. So that’s the big picture of what’s happening and you see change happening.

    A platform like Act-On for mid-market marketers and smaller companies who don’t have the resources large companies have can help you. So now the challenge becomes, how do you introduce something like this and really take a “peel the onion” approach; People start out at one level and as they get proficient with that, you introduce them to more and more things.

    I think what your asking is when are people going to get to that next stage. And I think it varies. The reality is there are going to be some people, and there already are, who are much further along the curve because either they came out of a greater response type of environment, or they’re in a heavy technology company where they have the resources to do this. And then there are those that are further behind and they’re just starting off at simple things like a landing page and email and tracking whose coming to their website and trying to capture leads. And then, as they get more proficient with that, they can start doing things like A/B testing - testing out a couple of different versions and then auto-send the ones that are doing better. And then get into things like creating a little sequence of events, where depending on what actions people take, I want to give them different outcomes.

    We’ve got now about 2,500 customers; all midmarket, smaller companies who are adopting this. I think that the testament is that these folks have started doing this. And the positive news is that I think it’s moving rapidly so I expect a year from now, we’ll be having quite a different conversation.

    Brent:  As the buyer’s journey has changed and we start hearing a lot about social selling, we look at the sales person and sales team. The buyers in a lot of instances are cutting out sales until after the decision has been made. Sales people have to react and get involved in the buyer’s process. How does marketing help to change or evolve the relationship a sales person has directly with today’s buyer? What’s marketing’s new role in helping the sales person?

    Atri:  I think the simplest way to describe that is that marketing can really provide intelligence. The marketing effort needs to provide sales with better intelligence. The other one is the marketing effort and the sales effort needs to take a different approach. It’s not a push approach. You’re not trying to push a product or push a service or sell something. You’re trying to engage, you’re trying to educate, you’re trying to present yourself as a knowledgeable partner who can essentially help the potential buyer basically go through that journey, and during that process convince them and support all of this with facts to show them that you’ve got is actually the right type of thing that they want.

    It’s harder, it’s more subtle, it requires a little bit more patience and you don’t control the timetable. You have to work with the buyer on their timetable. But when that engagement happens, I think then the discussion that a salesperson then has, after a person has gone through the initial stages - marketing campaigns and so on - by the time they get to the salesperson there, they’re much more knowledgeable about things. Then the salesperson has a much better understanding of what the potential buyer has gone through because they have much better information about the profile of that buyer; what are the last engagements they’ve had, what have they read, what white papers have they downloaded, what webinars have they attended. You know, and that just makes that conversation that much more meaningful when you have all that information.

    Brent: Does marketing automation play an increasing role in not just bringing on new customers, but extending the lifetime of current customers?

    Atri:  Absolutely. The primary use of marketing automation today is in the lead to revenue cycle. But really if you think about the field of marketing and how marketers work in most companies and how good companies do that; you know companies, well known, iconic companies that we all know about. Marketers there have played a part throughout the customer lifecycle, not just the lead to revenue management.

    Marketers have always had it in their job description effectively in a company to essentially be responsible for the entire customer lifecycle. It’s not going to be the support organization, it’s not necessarily going to be the sales organization, it’s not… it’s really the marketing organization that has a part to play all through that lifecycle.

    Now today we’re not using automation tools for the most part in doing all of this, but that is something we see as our vision.   And when you look at how we develop Act-On and the things that we want to enable our customers to do, it’s not only the lead to revenue part of bringing in new business. But also helping a marketer better interact with customers throughout that lifecycle and thereby realizing a much bigger benefit for their organization because they’re really engaging with the customer all through that.

    Brent:  How do we get folks to understand the benefit of putting enough resources on conversion and optimization because that’s really where the money is made, isn’t it? Not everybody is going to go to your webinar or go to a blog post, or have one interaction and then plunk down a check for five or ten thousand bucks. It’s the job of nurturing and all that goes into it that’s the real benefit of marketing automation.

    Atri: Absolutely. I think you hit the nail on the head. Just think about it; there’s one thing about selling something for five or ten thousand dollars, which seems like a lot of money. And then there are companies that are selling things for over a $100,000 and no one makes a $100,000 or a $500,000 decision even in a business, you know, without doing a lot of research and putting a lot of thought and effort into it. And that’s where some of the tools that we provide in marketing automation, where you can nurture a lead or nurture a person through that process; understand where they are. Understand their profile and better interact with them as they are going through that process so that it’s not about how much they are putting at the top of the funnel, but it’s how well you are processing that through the funnel.

    Every business is going to have to work with a system like ours and look at their processes, try things out, measure them, make corrections, make changes, iterate and measure again. It’s almost like a scientific process now. And there is no single answer that says this is how it’s gonna work for your business. It depends. But the best thing that we can do as purveyors of technology here for folks is to provide them the tools with the simplicity and with the intuitiveness so that they can actually use these tools effectively and get better at it.

    And that goes back to your question;  this is an ongoing process. I think this is one of these conversations a year from now we’ll probably still be talking about, but I’ll probably have data to show you a  much higher percentage of people are doing more sophisticated things.

     

     

    Unless you live under a rock and/or rarely utilize God’s greatest gift to this earth, otherwise known as the Internet, you know by now that content marketing is KEY. Whether it be for your personal brand, small business or corporation, content must to be upbeat, helpful, relevant, entertaining, interesting and more, all at once.

    Unless you live under a rock and/or rarely utilize God’s greatest gift to this earth, otherwise known as the Internet, you know by now that content marketing is KEY. Whether it be for your personal brand, small business or corporation, content must to be upbeat, helpful, relevant, entertaining, interesting and more, all at once. The problem: searching for and vetting the right content is exhausting! – not to mention time-consuming. If you’re on online community administrator and occasionally find yourself struggling to curate and provide quality content for your members/followers, this list of content resources has you covered! Read on for eight of the best curative and support tools for Online Community Managers.

    1.         Swayy.co

    Specifically designed for Twitter, Facebook or LinkedIn syndication, Swayy.co allows users to enter specific keywords, general topics and even preferred sources in order to generate content worth sharing. Articles automatically pop up on a dashboard and with one click a tweet populates with the article title, a shortened URL and tags to source and author. Suggested hash tags appear to the right as an added bonus!

    2.         Scoop.it

    Scoop.it has a very simple mantra: You are what you publish. Simply create a topic of your choice and enter a few keywords and Scoop.it scrapes the Internet for relevant content. Much like Swayy.co, Scoop.it allows you to post to Facebook, Twitter, LinkedIn and other platforms seamlessly. In addition, Scoop.it features a newsletter capability where you can combine several pieces of content and blast them out to your members as a weekly or monthly compilation.

    3.         RebelMouse.com

    RebelMouse takes all content from across your social networks and collects it on a front page dashboard for you. This allows you to sort through the good and the bad and decide what’s worth sharing. In addition to pulling in content, RebelMouse also has syndication capabilities comparable to the tools listed above. Founded in 2012 by former Huffington Post CTO Paul Berry, you know RebelMouse is legit.

    4.         Paper.li

    Paper.li aims to be your go-to site for a daily dose of content. It scrapes content based on your inserted keywords and arranges them in a newspaper-like format on your Twitter feed. Along with social capabilities, Paper.li provides embedding and scheduled updates as well.

    5.         Storify.com

    Storify.com entails a bit more effort than Swayy.co or Scoop.it, but it’s worth it. This platform allows you to pull similar content – say all media on one news story – and perfectly curate a multimedia piece of content. Think combining a news article with a Tumblr, instagram and Facebook post to provide the full social media story on something you feel is worth sharing.

    6.        Community Managers

    Less syndication, more support - Follr’s Online Community Managers Community (say that five times fast) is a one-stop shop for advice, guidance, support and inspiration from other community managers (read: a place to commiserate or co-celebrate). Members frequently post interesting and helpful content to aid in your community enhancement efforts.

    7.        List.ly

    If list making is your thing, you need to be on this platform. List.ly lets you make lists of content and share them with your friends or followers. You can even collaborate on lists and have each editor annotate the entries. It’s a great way to have multiple discussions at once with those you want to hear from.

    8.        Pinterest

    Last but not least, Pinterest! “Pinterest?!” you say! Why yes, Pinterest can be a useful curation tool if you utilize Community Boards. Pick a topic and invite friends/members/followers to post content to the board. From there you can pick and choose what to feature on your community. Bonus: Members love to help with community activities.. Consider picking one article and it’s respective pinner each week as a feature on your site. 

    Have any other useful resources for Online Community Managers and Administrators? Let me know in the comments section below and your suggestions could be featured in my next #LinksWeLove post! 

    The great thing about Pinterest is you can use it to direct traffic to your website, a product, or a blog post. With each pin you post or re-pin you can include a link. This link will direct users to your site as soon as they maximize the photo and click it for more information. Include a call to action in the description of your photo that will entice your target to continue on a click-through.

    One of the most feared social media platforms, but if your target market is there, there is a pretty good chance that you should be too! So how do you use Pinterest for your business? Here’s some ideas that can make Pinterest a valuable platform for you.

    1. Direct traffic

    The great thing about Pinterest is you can use it to direct traffic to your website, a product, or a blog post. With each pin you post or re-pin you can include a link. This link will direct users to your site as soon as they maximize the photo and click it for more information. Include a call to action in the description of your photo that will entice your target to continue on a click-through.

    2. Set-up boards

    When you start your Pinterest account you should create a few boards that you can re-pin and pin your posts to. Try and think outside the box, and create value so your target will want to follow the entire board! For example: DavidsTea has a board of recipes you can make with their tea. They re-pin from other users who create their own recipes, and also add their own.

    It’s important to not skip this step! You don’t want to just be re-pinning and pinning to unrelated boards and not organizing your pins.

    3. Timing

    Timing is everything with Pinterest. It’s important to not just sign-on to your account, pin and re-pin a million posts at once, and then not log-on for awhile. This will first off annoy the people who were following you, and second off is it ever a good idea to only check a social platform once and awhile? No! Treat Pinterest like you would anything else.

    4. Integrate

    Add a “pin-it” button on your website so users can easily pin your content right on their own Pinterest. This doesn’t always appeal with all brands and organizations, but especially ones with products, or great visuals that your users will want to share!

    5. Descriptions

    Many people get caught up with how beautiful or awesome a photo is on Pinterest that they forget about the description. Include your keywords, and make them enticing! You want people to click through to the linked page, and you want people to get context to what they are looking at, even if you may think it’s obvious.

    Pinterest is a platform that many find foreign, but in fact it can be a valuable tool, and if used the right way there is huge potential for creativity.

    What are some ways you use Pinterest for your business, or what are some great examples of businesses using Pinterest? Let me know in the comments!

    Facebook advertising has made a raft of changes over the past 2 years that have made it a fantastic platform. Now, the results are also standing up to scrutiny and in many cases Facebook advertising is outperforming Google AdWords in terms of conversions. Find out how to achieve this and why this is occuring in this post.
    The latest Facebook advertising changes are a fairly momentous shift for the platform. After the battle to monetize following the IPO, Zuckerberg’s team finally seem to all be pulling in the same direction. With product and advertising teams all working towards the same goals, the advertising offering has been refined, and immensely improved.
     
    The problem for many people with Facebook advertising was that it was either too complicated to set up properly, or that the ongoing management didn’t seem to work as campaigns started to tail off in performance and react in a more unpredictable way than Google AdWords and other platforms. 
     
    However, Facebook advertising is well worth investing time and money in. It does take a bit of getting use to in terms of how to optimise campaigns, correct set up practices, and appropriate targeting sets and creative. When you begin to understand how to create and maintain successful campaigns, the results can be quite astonishing.
     
    Facebook is often seen as more of a non-buying/converting environment, whereas Google paid search is where the ability to bid based on search intent is meant to generate higher levels of sales. Whilst you can target people who have searched “buy Nike shoes” at that moment on Google, on Facebook you can target people who like Nike, are in the target demographic, and using custom audiences, you could target people who potentially have bought before. But, Google gives the real time desire and intent of their search. Facebook’s audience is more passive, but the advantage is you can show strong imagery to sell product or promote a service.
     
    Take one of our current clients for instance. We’re running campaigns on AdWords and on Facebook simultaneously. The goal is to get people to convert through a booking system with a target cost per acquisition of £10. We initially allocated a higher budget to AdWords as the product in question was thought to be something where search intent would be more important than the display capabilities of Facebook with a more passive audience. We were wrong. 
     
    Facebook is massively outperforming the AdWords campaign, with a cost per acquisition of £6.20, as compared to AdWords at £9.50. Whilst both are hitting the target cost, the volume of conversions through Facebook is also much higher. 
     
    The reason for this is, whilst the conversion rate is slightly lower through the Facebook ads compared to the clickthrough rate, the number of clicks for the budget is much higher as the cost-per-click levels are lower. In essence, the lower competition and bid thresholds on Facebook allow you to sacrifice conversion rate slightly in order to drive more traffic and generate a higher volume of conversions at a lower CPA.
     
    We’re seeing this trend across all types of campaigns. From ecommerce store sales, to classified ad bookings, to getting people to apply for a job on a recruitment site and more.
     
    The key is to segment and target your Facebook advertising in the right way. Facebook’s system has incredible targeting capabilities based on the amount of data they hold on their users. Whether you want to target previous customers, people by age, gender, relationship status, job, education level, life stage, or pages that they like, there’s a targeting option to suit your needs.
     
    Start by understanding your audience – what kind of user will convert best for you and what do they look like in terms of their interest profile, and other key aspects on Facebook that you can target by. Use Facebook insights, your CRM, Google Analytics, and Audience Insights as a starting point to understand your audience. From a position of understanding you are able to better create targeting sets that will make sense for your business, make full use of the targeting options available, and most importantly – convert.
     
    At Datify, we can help to get you started. We have a Flying Start program available where we set up your campaign, run ad spend for you, and then provide a full handover so you can carry on the success yourself. Find out more about the program here.
     
    Just about every business has a place on the social sphere. Whether it's a retail business on Pinterest or a night spot on Twitter - there is something for everyone. Handling social marketing to promote those businesses on that platform is something else. Most business owners try and slack off because of lack of time. Some just have no clue where to start. That's why I get asked this a lot: Why should I hire someone to handle my social marketing and where should I look?

    Just about every business has a place on the social sphere. Whether it's a retail business on Pinterest or a night spot on Twitter - there is something for everyone. Handling social marketing to promote those businesses on that platform is something else. Most business owners try and slack off because of lack of time. Some just have no clue where to start. That's why I get asked this a lot, "Why should I hire someone to handle my social marketing and where should I look?"

    For businesses today, you need to have someone experienced handling your social marketing. Things change so fast and often without notice, it's hard for business owners to keep up. I'm going to cut right to it. Here are four reasons you should hire someone...

    • This is one person who is dedicated to expanding your brand online.
      • Your SMM (social marketing manager) will be the one who seeks out new followers and fans.  They market you online to their network and friends.  Your SMM will be your business' cheerleader.
    • You will have someone to respond and engage with your customers/clients for you.
      • Around 85-90% of posts on business' Facebook pages are not responded to.  Your SMM will respond to each post, tweet or Google+ share.  People want to be acknowledged.  With a SMM, they will be and a relationship will be built.  Social media is called SOCIAL media, right?
    • They take the think-work over for you.
      • Ahh, they work so you don't have to think!  SMMs create exciting content that prompts response.  With some direction from the business owner or not, they will shoulder the majority the work for you. I see it as a partnership, so do expect to participate in some manner.

    and most importantly...

    • They free up your time to do what you love to do - run your business!
      • What business owner wouldn't want more time to help run their business?  With a SMM, they do exactly that.  You won't get stuck on Pinterest for 3 hours looking at home decor or recipes (oh come, you know you do!) while you're supposed to be entering yesterday's sales!

    Sounds good, doesn't it?  The internet is crawling with social marketing professionals, but I suggest you do your homework first.  Look for someone with experience and has a good following on all the social platforms.  When investing money in this, you want to make sure they are qualified and are reputable.  Your business depends on it.

    Okay, so where do find someone?  Here are my suggested steps:

    1.  Start with LinkedIn.

    Search various related keywords such as "social media strategist", "social media consultant" or "social media manager".  It will pull a list of professionals in those fields.  You can tailor it to your geographic area or it can be worldwide.  LinkedIn gives you a great way to look at each person or company.  You can see their work experience, their social media links and recommendations.  After finding a candidate on LinkedIn, check out their other profiles - Facebook, Twitter, YouTube, Google+.  You want someone who is practicing what they preach. This is key. There are a lot of fakes out there claiming to be experts. Don't fall for it.

    2. Look at all of their profiles...carefully.

    I just said there are fakes out there. Take a look at all of their social profiles. Are they claiming to be an expert, yet only have 25 Twitter followers? Do they say they are the leading thought-leader yet only have a single blog post to show for it? Make sure they are walking the talk. If they give you some bullcrap about how they put their clients first and don't have time for their own business, call them out on it! THEIR business is their first client. If they can't take care of themselves, how do you think they will take care of you!?!

    3.  Once you have someone you are interested in working with, schedule a time to talk.

    You want to get to know the person you chose.  They need to get to know you and your business so they can accurately represent you and your business.  You want your social marketing manager to understand the tone of the business.  Do you take a more humorous approach?  Maybe you are quite serious.  If you are a medical business, your social marketing (or media) manager needs to understand how HIPAA plays in to it.

    If you do not have any social media profiles set up, you and your prospective manager can go over where you need to be and how often you need to post.

    Some things to consider:

    • Where are your customers - do they tweet?  mainly hang out on Facebook?
    • What are some peak times to post - is your market on at night?  lunchtime?
    • How much guidance are you going to give your social media manager?  Will you give him/her a list of specials or promotions?  Links to websites to pull information from?

    4.  Make sure everything is put on the table and be open-minded!

    You will want transparency in this relationship.  Tell him/her your expectations, goals and ideas.  Be open to ideas they may come up with.  Sometimes the most successful promotions are those that are outside of the box.  Tell him/her you expect honesty from them - if something isn't working, have them tell you.  Occasionally you may have to switch strategies until you find the one that works.

    If I have left something out, please add it in the comment section! I'd love to get your feedback.