Do you know where your digital marketing passwords, ?
Do you have access to all your social media accounts, your website admin, your website analytics, or your search advertising account?
I've come across a number of small businesses that have lost track of such things. Sometimes, it's because a former employee set up the Facebook account and later left for another job, leaving administrative access in limbo.
Don't Rely on Your Agency
Sometimes, a marketer or a marketing agency creates new accounts but never grants full client access to a website, an analytics account, or an advertising account. It's only a problem if you decide to switch agencies.
Then you're relying on the goodwill of the previous agency to transfer administrative access. Sadly, goodwill isn't always forthcoming. Reputable agencies will make sure you have full access at the start of your relationship.
These accounts are assets for your business; you should protect them and maintain ownership, even when somebody else sets them up for you.
Audit Your Account Access
It's a good idea to audit access to your accounts every six months to a year. Delete access for people who no longer work for you or with you, and add access for people who should have it. Change your passwords at the same time.
I usually recommend that at least two people have admin access to each of your accounts, just in case …
To keep track of your usernames and passwords for various accounts, you can download this marketing passwords sheeton markwhittaker.com. You should also keep a list of the people with access to your accounts and their email addresses.
I'd be remiss if I didn't mention that using a password manager like 1Password or Bitwarden is a good way to keep your passwords secure. Read Wired magazine's recommendations on password managers for tips on how to choose.
Jargon of The Week: A/B Testing
Successful marketing is often the result of experimentation. Marketers refer to this experimentation as A/B testing. It's a process in which we present two alternatives to prospective customers and then measure which generates the best results.
A simple example is an A/B test on an email sign-up form. On the "A" version of the form, the form submission button might say "Submit." The button on the "B" version might say, "Sign me up!" After collecting a certain number of responses, stick with the version that generated the most form submissions.
You can apply A/B testing to ad content, landing pages, and website designs. The recommended methodology is to test just one element at a time. The testing wouldn't work in the sign-up form if you also had different headings and text on each form.
Limit the options so you can understand which version moves the needle.
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Until next time
The next newsletter arrives July 16, the same day as Major League Baseball's All-Star Game. Just like 2024, baseball's regular season already is half over.
The U.S. celebrates Independence Day on July 4. Every year, I recommend re-reading the Declaration of Independence, signed by members of the Continental Congress in 1776.
July is a good month for celebrating summer treats. July 8 is both National Raspberry Day and National Freezer Pop Day. If a cool, adult beverage is your jam, July 10 is National Pina Colada Day, and July 11 is National Mojito Day.
Until next time, be grateful. Be generous. Be patient. Love.
Thanks for spending some of your time with me, . I appreciate you.
Mark
P.S. - This newsletter was 100 percent created by me, a human.
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