You’ve built up an email list, and you’ve written out (or at least considered writing out) an email autoresponder sequence.

Now, you just have to sit back and watch the conversions roll in, right?

Well, not so fast…

You quickly realize that you’re not getting the type of open rates you hoped for, and your click through rates are even less…

Something is wrong, but you can’t figure it out.

The problem may be that your emails aren’t compelling enough. But there’s a simple trick that can have a big impact on your open rates and conversions…

But most people either get this trick wrong, or they don’t use it to it’s full potential.

The trick is creating a cliffhanger through an open loop.

You might remember cliffhangers from back in grade school, when the author would write something dramatic, and have you on the edge of your seat, only to end the chapter right there.

And if you’ve ever watch Game of Thrones, you’re certainly familiar with this cliffhanger style as well – it’s how they end every episode.

Then, all week, Game of Thrones is on the back of your mind…

Unless there’s some sort of emergency, you’re practically guaranteed to tune into the next week’s episode. You need to find out what happens so you can close the open loop in your mind.

It’s powerful stuff, right?

Now, for the awesome part:

You can do the same thing with your emails.

Most email sequences look something like this…

Email #1: Intro and overview
Email #2: Topic/Idea 1
Email 3: Topic/Idea 2
Email 4: Topic/Idea 3
Email 5: Topic/Idea 4
Email 6: Offer email
Email 7: Offer email
(Note: this is just a general overview and there are many other ways to structure an email sequence, too.)

Ideally, your topics and ideas are structured in a way that poses a clear challenge, and positions your offer as the solution.

Here’s where most people get it wrong though: Either they don’t make any coherent connection between one email and the next, or they make a weak connection.

For example, if an email is about “3 ways to get more Facebook fans,” and the next email in the sequence is about “how to convert Facebook fans into subscribers,” they might end the first email with:

“These tips will help you get more Facebook fans. In the next email, we’ll tell you about how to turn those Facebook fans into subscribers.”

Yes, that’s a connection, but if you’re the prospect, you’re not that excited about the next email. Sure, you’d like to know how to turn Facebook fans into subscribers, but it doesn’t seem like essential information.

In other words, you’re not hooked.

So, what can you do instead?

Well, there’s one big piece that is missing from that last example. And this “piece” can drastically improve your open rates and email engagement… to the point where prospects will even email you asking you to resend an email in your sequence, because they’re scared they missed it.

And I’ll tell you all about this secret “piece” in the next blog post.

Okay okay just kidding.

But in a second, you’ll see what I did there.

You see, you don’t want to just give a simple glimpse into your next email. You want people to be anxiously waiting for it to arrive in their inbox.

How do you do that?

You briefly start to expand on the next topic, ask the right question, and then cut it abruptly short.
In a famous scene of Game of Thrones, one of the royal families is surprisingly murdered, and it happens in the last minutes of the episode. Then, before you get to see the reaction and what happens next, the episode ends abruptly.

“AHHH,” you think to yourself. You absolutely NEED to know what happens next…but you’ll have to wait to the next episode.

Let’s go back to the Facebook email sequence example and see how you can put this concept into action…

“By using these strategies, you can immediately start boosting your Facebook audience and get more engagement.”

[Briefly start new topic] “Now, if you can convert those Facebook fans into email subscribers, you can grow an even more dedicated audience and drastically increase sales.”

[Create fear] “But here’s the thing: Most businesses waste tons of money trying to convert Facebook fans into email subscribers with Facebook ads.

That’s because they’re missing these crucial three steps.”

[Ask the right question] “What are these three crucial steps?

[Cut it short abruptly] “I’ll tell you about them in the next email. Stay tuned…”

BOOM. Now you have them hooked – they want to convert fans into email subscribers, but they don’t want to waste money on Facebook ads like everybody else.

The “three steps” you promised hook them in and get them anxious and excited for the next email.

To recap, here’s how you create an awesome Game of Thrones style cliffhanger to increase excitement for the next email:

  1. Briefly start a new topic
  2. Create fear (This one is optional, but do it if you can)
  3. Ask the right question
  4. Cut it short abruptly


We’ve all witnessed it happen: A brand spends years building their Twitter following, increasing engagement, and building the trust and loyalty of their customers, and then…it happens! One tweet, one inappropriate photo or one irrational reply to a follower and suddenly the brand finds itself in the midst of a disaster. It is the fear of having this happen that leads many businesses from avoiding social media entirely. However, as long as you follow a few guidelines, you can help avoid any major branding disasters on Twitter.

Before I dive into three guidelines to follow in order to limit any risk of a branding disaster, let me spend a moment stating the obvious: THINK BEFORE YOU TWEET. This alone will help you avoid most branding disasters. That moment when you think and pause will help you catch most mistakes, such as spelling errors, but also help give you an extra thought to whether or not the tweet will help or hurt your brand. If the answer is not an absolute, “Yes, this tweet will help the brand,” then don’t send it.

You don’t need to fear branding disasters. If you follow these three guidelines, you’ll avoid them.

  1. Always remember your target audience:
    Your content should always appeal to your target audience.
    Use a brand voice that appeals to your audience.
    Tweet content that adds value to your target audience.
    Avoid any language or content that may turn your target audience off.
    Branding disaster example of failing to do this: A large national brand whose target audience is mostly conservative, middle class, families, age 35-60, ran a campaign comprised of videos with young people in their 20’s, speaking often in slang, and dressing in backwards hats, dressed way too casually, and looked generally disheveled.

The result: They spent a bunch of money, put a lot of time into their campaign, but ended up losing followers and upsetting their investors.

  1. Have a purpose behind everything you do:
    Don’t tweet randomly. Not all tweets will have direct calls to action, but they should all fit within your overall social media strategy. Tweet purposes can be (but aren’t limited to):
    Call to action and/or to direct followers to your website
    Add value to your target audience to increase brand loyalty and engagement.
    Initiate replies and engagement.
    Grow your targeted followers.
    Branding disaster example of failing to do this: An agency that manages other brands on social media, through their own agency account, began tweeting one night about politics. First. They failed to keep the first guideline in mind because they were tweeting liberal views and their customers were mostly conservative financial companies. Next, their posts did not have a purpose. They were random. What happened was that started a slippery slope to where the agency eventually got caught up and tweeted out something inappropriate.

The Result: Their largest client terminated their contract.

  1. Pay attention to the details:
    The details matter and poor attention to details will hurt your brand’s credibility.
    Spell everything correctly and use proper grammar.
    I know, it is twitter. However, failing to use proper spacing, punctuation, commas, etc. will cause your brand to lose credibility.
    Don’t over-abbreviate. Cutting out parts of words or eliminating vowels in an attempt to get your tweet to be under 140 characters is not wise.
    Check your links. Make sure you post the correct links.
    Branding disaster example of failing to do this: A professional public relations professional that made the majority of his income from one sports agency that contracted PR work to him to craft content for professional athletes was consistently not punctuating any of his tweets. He would start new sentences with lower case letters, and frequently use a lower case “i.”

The Result: The sports agency terminated the contract with this public relations consultant because they could not take the risk of having someone, who took such little care of his own content, crafting content for their clients. The PR consultant lost his credibility because he did not pay attention to the details.

These three guidelines may seem simple and common sense, however, most brands get lazy and neglect these guidelines. Neglecting these guidelines leads to bigger mistakes that cause branding disasters. When you keep these guidelines in mind and focus on the fundamentals, you’ll avoid major branding mistakes.

Bottom line: Think before you tweet!

*Note: All examples are from branding disasters in which I witnessed and personally know people involved. I have chosen not to include the names of companies or people involved because it would only bring more unneeded negative attention to these brands.


Unless you’ve been hiding under a rock, live streaming has made it’s way into your news, conversations or social media platforms.

It’s the newest way to share knowledge, educate, and develop relationships among marketers and business owners alike because it generates the environment that only a face-to-face could garner. It’s real, authentic, and sometimes a bit eery because you feel like you’re sitting right in front of whoever you’re watching.

But a lot of people are still nervous about how to jump into the live streaming whirlpool, and it’s preventing them from passing along their knowledge.

One of the biggest concerns is a lack of technological know-how – which tools and apps streamers should utilize for optimal streaming. Currently, the major players are Periscope and Meerkat. Google Hangouts has been around for some time, Blab recently jumped on the scene, and I guarantee more will come to fruition over the coming months.

These social networks are unique in that they require a different set of tools to maximize screen space and perfect audio hearing.

So what do we need to fill our toolbox with?

I went straight to the experts and asked what they recommend for newbies wanting to get tech savvy with the live streaming genre. And if you aren’t already following them – make sure you do!

Dave Shrein
Dave_ShreinDave’s main mission in life is helping other business owners equip themselves for success, and he’s found the perfect avenue to teach with Periscope. He regularly scopes on all things related to being an entrepreneur, social media, and conducts excellent interviews with experts in different fields.

“When doing an interview on Periscope, I use a Targus 42 tripod with an iPhone mount holder and Google Hangouts.

Interviews on Periscope are awesome for connecting with new audiences, generating a lot of engagement in a short period of time, and getting specific questions answered by knowledgeable experts.

You’ll see all sorts of setups for conducting interviews… people using TVs, trying to squeeze themselves in the frame along with the person on the computer’s screen and everything in-between. I’ve found what works best for me is Google Hangouts On Air and here’s why: with Google Hangouts On Air, I can place my smart device on a tripod, position it in front of the screen and whoever is talking, and Google will switch back and forth automatically. So you see everyone who’s chatting, including yourself, nice and big, filling up the screen. This works best with desktops or external monitors.”

Sunny Lenarduzzi
Sunny_LenarduzziSunny is the YouTube beauty set on helping folks monetize their message. She’s vibrant, insightful, and always knowledgable. Her main social network is YouTube, yet she has begun taking live streaming by force and can be found on Periscope.

“Audio is of the utmost importance when it comes to any video production! You want to ensure your viewers can hear you clearly and aren’t distracted by background noise or outdoor elements like wind. The smartlav mic provides clear quality and it’s extremely easy to use.

Another key element of quality video/live stream production is stability. Again, you want to ensure your viewers are focused on your content, not the shaky camera quality. That’s why I can’t live without my trusty selfie stick!”

For more tips from Sunny, check out this video:

Brian Fanzo
Brian_FanzoBrian, aka, iSocialFanz, is one of the leading experts in live streaming. He’s worked with numerous brands, like Applebee’s, is constantly featured at social media conferences, and live streams almost every day. He shares industry news, opens incredible discussions among other professionals in the social media industry, and walks the walk with his #ShowUCare mantra.

Brian’s Gearbox includes: iPhone6+ & iPadMini, Joby – Tripod, Jellyfish Tripod clip, OlloClip Fish Eyes Lens, Rode Lav+ microphone

“I use Canva to create graphics for my live streaming events, and promote my live streaming on Instagram, Facebook, Twitter and Snapchat. I live stream on Meerkat & Periscope mostly, and have used MyEye & Nomadcast for unique use cases.

The tool and app I couldn’t live without is Evernote. I take all my brainstorming and notes and strategy planning for social, business, life and live streaming on that app, and reference and leverage it almost every hour of the day!”

Vincenzo Landino
Vincenzo_LandinoVincenzo also known as “Vinkat” to his Meerkat audience is a brand correspondent and pro live streamer who recently launched a free live streaming course designed to help new streamers get comfortable being live and sharing their knowledge.

“I absolutely can’t live without my Ollo Clip and Rode Lav+ mic. Helps me get better wide angle with the front and rear-facing camera on the iPhone 6 Plus and the Lav+ gives me great audio, even in windy situations.”

Eva Ponce
eva_ponceThe health lifestyle extraordinaire and wellness DEva is focused on helping you improve your lifestyle through healthy living. She’s upbeat, informative, and very connected with her Periscope audience. And she’s in love with her tripod mount!

“My fav tool for scoping has to be the Jelly Fish Tripod mount for my mini iPad. It allows me to have my hands free and avoid hand cramps from holding it..lol A total game changer for periscope. Love it!”

The other tools Eva recommends are:

  1. The Rode Mic
  2. Tripod
  3. Jelly Fish Tripod Mount for 7″ Tablets (Mini iPad)
  4. Goose neck Floor stand for your iPad
  5. Tabletop tripod for your smart phone

In addition, she recommends you check out Periscope Ryan who’s had a real impact on her Periscope’ing!

Your turn!! What tools are we missing for our live streaming box?? Comment below!


As the CEO of ARCH Digital, I pride myself on bringing together some of the industries best social media marketers to work together for the benefit of our clients.

It is with a heavy heart I announce Blake Jamieson is leaving ARCH to focus on his personal brand.

The ARCH team is sad to see Blake go, but we’re all excited for his upcoming ventures and support him wholeheartedly in everything he aims to achieve. Blake has been an incredible asset to ARCH and I’m thankful to have had him be a part of the team.

“I’ve decided to part ways from ARCH Digital Agency to pursue my personal brand full-time. It was not an easy decision to make, because I really love and respect everyone at ARCH, and have full confidence in their abilities. While building my client portfolio has been a focus of mine for the past 5 years, I’ve pivoted to take my brand in a different direction. I’ll be spending my time writing and creating various digital products, meanwhile cheering on ARCH from the sideline! I recently finished 10 days of filming and editing, and created a free video training series at TwitterWorkshop.com. The workshop focuses on growing your network, influence, and customer base through authentic, relational marketing. Next, I plan to immerse myself in the new Facebook Ads Dashboard, so I can create a training series for that, too.” – Blake

The Beginner Facebook Ads course will continue to be a collaboration between Blake and ARCH and will be released within the next month.

BUT, it’s with MUCH excitement that I welcome ARCH’s new Facebook Ads Specialist, Adam May!!

I’ve known Adam for a few years through social media, and have always been impressed with his work ethic, professionalism, and insightful knowledge of Facebook ads. I’m VERY excited to welcome his expertise and skill set to the team.

Adam has been helping businesses tell their stories for the last decade. With a background as a graphic designer, Adam feels right at home in the visual world of social media, which he has been helping brands navigate for the past 7 years. This includes a long history of helping brands in the hospitality, retail, family services and real estate industries promote their business with Facebook Ads.

Adam has worked with all media outlets big and small, ranging from local college periodicals through the Travel Channel and everything in between – giving him the experience and professionalism to move the needle for your business. In his “off hours” he enjoys playing volleyball, looking for treasure at antique shops and searching for his future cabin on a lake.

Adam will be taking over all of Blake’s responsibilities, and we will be adding several services related to Facebook ads including trainings, ad strategy development, and consulting. Coming SOON!

Everything You Need to Know About Facebook Carousel Ads

No doubt you’ve seen one or two carousel ads in your news feed since Facebook released them last year. You’ve probably seen them more and more on your phones too because in May, Facebook also announced they were opening carousel ads for mobile. Digital marketers rejoiced. Why? Carousel ads have proven to be very effective at driving conversions and lowering cost-per-click.

In an internal study Facebook surveyed 9,000 ad sets and compared data between single-image ads and carousel ads and found that carousel ads:

  • lowered cost-per-conversion by 30-50%
  • lowered cost-per-click 20-30% over single-image link ads

Those are some serious results! But for marketers, what’s the best part about carousel ads?

They allow for more creative ways for you to get in touch with your target audience. In an age where consumers are bombarded by brand messaging, carousel ads give you some new, creative ways to get in front of your audience.

Carousel ads allow you to not only post multiple images, but multiple sets of captions, and allow you to link to multiple landing pages on your site. Multiple products, multiple landing pages throughout the sales funnel… The possibilities are near endless!

Proven Ways to Use Carousel Ads

Below are some ways that brands are currently using carousel ads to great success!

Showcase multiple products: Perhaps the most popular use case, carousel ads allow you to show images of multiple products. There are two ways you can approach this: you can either share similar products, like a collection of summer dresses, or products that go well together such as a matching pair of hat, scarf and shoes each highlighted with their own image.

Tell a story: Use the additional image space to tell a story about your products or service. Take your customers through the journey from start to finish. Talk about a problem that you business solves, then solve it for the customer. Use this format to elicit an emotional response from your customer, draw them in with the first image, then keep them engaged with the following images.

Use the space for larger panoramic image: Take advantage of the new, wider viewing area by creating an image that spans the whole width of the carousel ads. Whether you are simply showing an amazing image or showcasing different parts of your product, this is a very creative use of space and will keep your customers interested as they click through – hoping to find out what’s next in the ad.

User/client testimonials: For many companies, testimonials are a driving force in building the necessary trust to gain more clients. Use the multiple images and captions to feature all of your testimonials. The key here is to keep it short and sweet, you need to make the most of the limited characters you get!

New blog posts: If you are a blogger or a brand that has a ton of content to share, consider creating a carousel ad that links to some of your more popular blog posts. If you’d like to push targeted blog posts out to a very specific, targeted audience, carousel ads are a great way to do that!

Enough about examples, let’s jump into how to build your own ad.

Creating Your First Carousel Ad

The ability to build carousel ads was just recently released in Ads Manager so everyone has the ability to create their own carousel ads. You should be using power editor to create your ads, but we will cover more on that later. For now, let’s use Ads Manager to build your carousel ad.

An important distinction with carousel ads is that they are only available under the following campaign objectives:

  • Clicks to Website
  • Website Conversions

So once you have chosen you objective in ads manager, chosen your target audience and budget you can get into the fun part!

Under the “How do you want your ad to look?” section, this is where you can choose the carousel ad option. Select “Multiple images in one ad”.

Once you’ve selected “multiple images in one ad” the ad creation tool below will change to look something like this.

Let’s break this down.

The first thing you will do is enter the custom text that will appear above your ad. This text will not change with each smaller image, so choose something that introduces your audience to the ad, and preps them for what they will see below. You have 90 characters to grab their attention and hold it!

Next, as we scroll down are two check boxes in the “Images and Links” tab, I will explain each of these.

  • “Automatically show the best performing images” – This option will optimize your ads based on performance. Facebook will automatically re-order your images when more people click on them, putting the highest performing ads first. If you uncheck this box, your images will always appear in the order you upload them. Important: If you want your ads to tell a story, uncheck this box.
  • “Add a card at the end with your page profile picture” –  Facebook calls each individual ad a ‘card’ within a carousel ad. If your ad only has 2 images (or cards), Facebook will automatically add your profile picture to the last card in the series. Add more than 3 cards to your series to be able to uncheck this box.

Next, on to creating the actual cards within the carousel ad!

The carousel ad card creation section should look like this. An explanation of the sections below.

  1. Uploading your Images – Choose something eye popping from your library or choose from Facebook’s collection of stock photos. Recommended size for these images is 600 x 600 pixels.
  2. Headline – The larger blue text below your images. You get 40 Characters to play. Make them worth it.
  3. Link Description – The gray text below the headline. Again, you get 20 characters. It’s tough, but you can make it work!
  4. Destination URL – These are not visible on carousel ads like they are in single image ads. An important distinction with carousel ads is that you can use the same URL across all of the cards in your ad, or you can have each card go to a different URL. This is where you can send people to different landing pages or different product pages, depending on what image in the ad is clicked.
  5. To upload more cards, click the 1,2,3, across the top to edit each ad. Click the + to add more cards to your ad if you have more than 3 cards you would like to ad.

Here’s what each space looks like when added into an ad.

Call to Action Button: This is optional, and based on the length of copy you use, it has the potential to cut off some of some copy, so use your best judgement here. Always double and triple check your ad preview before you move forward with a CTA Button.


Finally, you should disable ads on the desktop right column and the audience network. Carousel ads only work on mobile news feed and desktop news feed, so you don’t want Facebook to attempt to serve your ads on these two options.

Once you are happy with how your ad appears in the preview, Review your order and place it!

Ta-da, you’ve created your first carousel ad!

Optimizing Your Carousel Ads

Here are some general tips for making the most of your carousel ads.

As mentioned above, an important decision you need to make when you decide to create a carousel ad is whether or not you want your cards to have a predetermined sequence, or if you want Facebook to automatically optimize the cards within your ad based on their performance. If you want your ads to always be displayed in the order that you create them, you need to be sure you uncheck “Automatically show the best performing images” which by default is checked when you create a carousel ad.

If you are creating your own images for your carousel ads make sure they are optimized for 600×600 pixel viewing. You don’t want any of your creative to be cut off because you used the standard 1200×628 pixel Facebook ad image format.

As with any other Facebook ad, your image can contain text, but no more than 20% of the image may be covered with text. Use Facebook’s Grid Tool to determine if your image is in compliance. Also keep in mind your image will be smaller, so if your font is too small, your audience might not be able to read the text.

Have you tried creating carousel ads? What has worked for you? We would love to hear from you about your successes or how we can help you build better carousel ads! Ask away in the comments below.

5 Tips to Write More Compelling Subject Lines

You can have the most compelling, well-written email on the internet…

But if the subject line is sub-par, nobody is going to read it.

So, if you’re looking to make strides in your email success, subject lines are a great place to start.

Of course, the content must also be good – but we’ve talked about how to create awesome email content on several other blog posts.

So today, we’ll focus on subject lines.

Your audience will judge your emails based on your subject lines. They play a huge role in getting your emails open, read, and clicked.

But unfortunately (or perhaps fortunately for you), many companies don’t know the first thing about creating compelling subject lines.

So, even their best emails often go unread and are ineffective. But I don’t want you to fall into that same trap.

That’s why, today, I’m giving you 5 easy tips for creating more compelling subject lines….

  1. Ask a Question
    This is a great way to engage your subscribers. When you create a compelling question in your readers’ minds, they’ll feel like they have to open your email and get the answer.

Asked the right way, a question makes the subject line more personal, like it could be affecting them.

For example, if you’re writing an email about email subject lines mistakes to avoid, you could say, “5 email subject line mistakes to avoid”.

Or, you could make it much more compelling, and ask, “Are these 5 subject line mistakes killing your open rates?”

The reader will think, “Wait, am I making these mistakes? Could my open rates be better? I need to check this out.”

  1. Use Their Name
    Do you know your subscribers’ favorite word?

It’s their name! And, if you have their info, you can use their name in your subject lines.

Now, you don’t want to do this all the time – because you can certainly overdo this until it actually hurts your open rates and annoys people.

But doing it once or twice a month should help you boost open rates.

How do you use it?

It’s simple as just incorporating their names into a regular subject line.

For example, instead of saying, “Your free gift inside!”, you can simply say, “Dave, check out your free gift!”

  1. Use A/B Testing
    Almost all email marketing software allows you to A/B test subject lines. In other words, you can try two different subject lines for the same email on a certain portion of your audience.

If your email software provides this feature, you should definitely take advantage.

How should you A/B test?

Write two different subject lines (perhaps use a different one of the tips in this post for each), and then test them out for 2-3 hours on 10% of your audience each. Then, select the winning subject line to get sent to the other 80% of your audience.

  1. Create Urgency
    This type of subject tip works particularly well for emails where you offer something. Urgency is one of the most powerful drivers – people don’t like the idea of missing out on something.

If you have some sort of time-dependent offer, like perhaps a deal on a certain product or even an opportunity to see a webinar, it’s a great chance to create urgency in your subject line.

For example, instead of “Get 50% off on XYZ product (See inside),” you could say, “[Last Chance] Get 50% off on XYZ product (See Inside).

You can even take it up a notch from there, and say something like, ” Last Chance! Get 50% off on XYZ product (Ends at 11:59pm)”.

The idea is to make readers feel like they’re missing out on something if they don’t open up the email.

  1. Create Curiosity
    Curiosity is one of the most powerful tactics you can use when crafting your subject lines. The idea is that there’s a big “secret” but they need to read the email to discover it.

Basically, you don’t give it all away in your subject line. No spoiler alert.

So, instead of something like, “How fast food sneaks harmful toxins into your body,” you could say, “How THIS common food could be debilitating your body with harmful toxins.”

A great subject line will get your emails opened, read, and clicked. Use the tips listed here and give your emails subject lines a huge boost – and make your business more profitable today.

The Importance of Twitter First Impressions

First impressions matter, a lot. I have always found the line, “He is not the type of guy you will like at first but once you get to know him, you’ll like him,” to be interesting. If I don’t initially like someone, am I really going to take the time to get to know them? Odds are that I won’t. Maybe the guy is the nicest person in the history of the world, but if he makes an awful first impression, it is highly unlikely I, or any of us, would invest time in that person. The same is true with Twitter and the first impression your Twitter profile gives to potential followers.

Twitter has over one billion users. That is billion, with a B, people. I am not great with math, but that is a lot! We all want to gain that engagement and build relationships, but that process starts with the Twitter user deciding to click follow. A user will only spend a few seconds, sometimes less, deciding to follow you, or move on and likely never look at you on Twitter again. If you make a bad first Twitter impression, you will struggle to gain new followers. However, the good news is that you just need to follow a few guidelines to ensure you make a good first impression.

Look good, I mean really good in your profile photo:
Sure, “good” is subjective. If you’re a business, your profile photo will be your logo. Make sure it is formatted properly and has that clean crisp look. If you’re an individual, use a professional photo. It is okay to have a little bit of fun with your photo, I do in mine, but still keep an over-all professional look.

Profile Photo Tips:
No sunglasses or anything blocking your face: People want to see your eyes.
Nobody else in the photo: That confuses people.
Gentlemen: No backwards hats or tank tops. Just trust me on that one.
Keep the same photo: Don’t change your profile photo more than about once per year. People notice and identify you on Twitter often by your profile photo. I change mine once per year.
No text: Your profile photo is not the place to advertise. If you’re promoting through your profile photo, users will assume you’ll be throwing sales tweets at them non stop.
Rock that Twitter Bio
Here is the truth: Users will probably only ever view your bio once, and those who do decide to follow may never go back and look at it again. Where your bio is of the utmost importance is when that non follower clicks on it and gives it a quick glance to decide if they’ll follow. Put some TLC into your bio.

Twitter Bio Tips:
Use all the space Twitter gives you. You get 160 characters; use them all and make them count.
Who are you? What do you do? Who should follow you? Who can you add value to? Your bio should answer those questions, or most of them, to someone reading it. People want to know if you’ll add value to them. If they are unsure, they won’t be likely to follow.
Don’t try to be too cute or too funny. It is okay to do a little something to stand out. But devote most of your Bio to what I listed in the previous point.
Make sure it is human. There are a lot of fake Twitter accounts, or inactive twitter accounts. Make sure that, if someone is reading it, there is no doubt you’re an actual person.
Update it when needed: You change. Life changes. New careers, new interests. Make sure your bio reflects those changes in your life.
Paint a Picture with your 5 Most Recent Tweets:
This is something that I do not think too many people ever think about, but I am always aware of it. When people click to view your profile, they’ll typically only see and view your 5 most recent Tweets. They will make the assumption that those 5 tweets are an accurate representation of your typical pattern of content sharing, and they’ll base a big part of their choice to follow or not based off that. If your most recent 5 tweets are all self-promoting, or if they are all just retweets, or all the same generic “thank you for following,” people might chose not to follow. Make sure your 5 most recent tweets paint an accurate picture of what you tweet.

Tips to Paint a Good Picture:
One self promoting tweet:
Two is okay as well, but any more than that and you’ll look like you’re only about selling people.
One or two replies and/or retweets:
This shows you engage with your followers. However, I’d suggest avoiding having more than two or three being replies and retweets; You want to show some original content.
One or two original content Tweets:
You want to show that you have unique value that you can add to your followers. Share your blog. Share a thought, opinion or joke. Add value and show personality.
One photo or video:
This is more of a suggestion than a guideline. However, photos and videos stand out, and also will get favorite and retweeted more than other content. Having a photo or video within your tweets will make your profile stand out a bit.
There you have it. Three guidelines that, If you follow, will help you make a great first impression on Twitter, which will help to increase your new followers and lead to a more engaging audience. Go make some great first impressions!


A new report by Onalytica outlined the top 100 social media influencers and brands.

We are THRILLED to report that ARCH was named the 33rd most influential social media brand. In addition, two of our teammates, CEO Ahna Hendrix and Twitter Specialist, KP Kelly are listed in the top 100 social media influencers online.

To read the full article and check out the other incredible businesses included the report, click HERE.


We’ve all dealt with upset customers – those who had a legitimate complaint and those who just want to rant.

But I urge you to consider the two as one. Because regardless of which situation it is, both should be handled exactly the same way.

Why? Because I’m a big believer that if we have the right mindset towards these situations from the onset, it will be much easier to handle them when they arise.

Let’s be honest – we all have different perspectives, tastes, definitions for how we want to be treated, and definitions of what a good product or service means to us. So when someone gets upset, the best thing we can do is acknowledge it, even if it doesn’t make sense to us. Because it could make total sense to them.

Basically, I stand with the motto I heard growing up in my parent’s businesses, “the customer is always right.” We’ve all heard it before, and while you may disagree, I encourage you to see the bigger picture.

We don’t live in a society where we can keep negative situations quiet anymore. The person who walks into our business or buys something online and isn’t pleased could end up being our worst nightmare by spreading that negativity everywhere.

But it doesn’t have to end that way.

I’ve been working in some form of customer service since I was ten years old, and that’s no joke. When you grow up in a family restaurant, and beg to make that bling you see sliding into the waitress’s aprons – the lessons start early. And due to my intense personality, I had to learn quickly how to deal with unhappy people or risk losing my job.

However, that lesson has served me greatly throughout my life – continually given me raises, promotions, and helped me to make my business what it is.

Because I view negative feedback as an opportunity. There’s even a strange part of me that’s pleased when someone gets upset because I get to smooth it out and make someone’s day. There’s no denying I’m a major fan of these mental exercises.

But mostly because I know that some of our most loyal and vocal customers will come from the folks who initially despised us or our brand.

Here’s how to deal with upset customers on social media (and in everyday life).

  1. Change your perspective.
    As I’ve already said, our perspective is one of the most important things we carry with us in negative situations, and it can make or break the outcome.

The first thing we must do is to understand that anyone and everyone who frequents our business or hangs out with us online is precious – they are a human who deserves to be treated well. If they’re spending money on us or simply talking to us, we want to take every opportunity to treat them with respect and develop a relationship, especially when it comes to online relationships.

A lot of folks on social media see a disconnect between the relationships they develop online and those developed in person. I don’t. To me, they are the same. That perspective not only helps me to be aware of how I treat online relationships, but often reminds me to go the extra mile to be kind or thankful because they can’t see me.

And hey – they don’t have to like me. Or share my content. Or talk to me at all. But it’s an honor they do!

When we change our perspective and understand that the little avatars online are real people, it’s much easier to handle negative situations when they arise.

  1. Take a step back.
    There’s a quote that says we shouldn’t make decisions when we’re emotional, and that’s wise advice when dealing with angry people. No, it’s not easy to hold ourselves back or not react, but we must.

I call it – putting on our adult pants and dealing with it.

Take a step back when someone says something negative. Over the years, I’ve had numerous people leave negative comments on Facebook Ads, via Twitter, and on blogs. The initial emotion is defensive, and possibly annoyed, frustrated, or angry. But NONE of these emotions will aid us in handling the situation.

When we purposefully take a step back, we regain our power to look at the situation objectively.

Let the emotion go, let the hurt ego subside, and try to view it objectively. What are they really upset about? What are they trying to say?

Online communications are often misconstrued, so it’s vital we step back and evaluate what’s going on before reacting.

I’ve been in situations where I waited an hour or more before responding. Do NOT rush or feel the need to handle the situation immediately, regardless of how damaging the comment is. How you reply is imperative, so give yourself the permission to wait until you can do it objectively.

  1. Acknowledge the issue and apologize.
    The next step, and the first step towards your reply will be to acknowledge the problem and apologize, regardless of what you think.

But hey, we’re in our higher selves now, right? So let’s proceed that way.

“Hi, Robert. Thank you for reaching out to let us know the product didn’t work correctly. I’m very sorry for this inconvenience.”
“Good afternoon, Janice. We’re sorry to hear your experience at our store wasn’t as it should be, no one likes being in that situation.”
“Hello, Paul. I’m so sorry to hear our service isn’t what you’re looking for – we want you to be happy.”

What’s most important when crafting a reply is that you don’t use some canned, automated sounding crap.

Be honest. Be human. Be real. Be empathetic. If you answer them with some generated response, they’ll be even more upset. And they should be!! We’re dealing with a person here – speak naturally.

And use “I” whenever possible. Depending on your business, it may be more appropriate to use “We,” but make sure to sign a name at the end either way.

I always sign my replies “-Ahna” because it helps alleviate the disconnect they feel with leaving a comment online and reminds them they’re talking to a real person.

  1. Offer a solution that makes sense for them.
    The second part of that response will be offering a solution that makes sense for them – not us.

When dealing with upset customers or prospects online for my clients, I contact the client to discuss the best solution we can offer them. If this is your business, then you get to skip that step. But I always involve the client because sometimes they think of things I don’t or are able to go above and beyond what I was going to offer. In addition, it keeps things transparent with the client.

Because of my background, I’m a fan of reimbursing an angry customer and adding on something extra for their frustration. Deciding how you will deal with unhappy customers is something that should be outlined ASAP, if you haven’t already.

But do yourself this one favor: do NOT ever consider a financial loss to be more important than making a situation right with a customer online. Over the years, I’ve been blown away while working with some clients who refuse to reimburse customers to make it right, even when the problem was clearly on their end. The money you save is rarely worth the customer you lose.

“Hi Janice, we’re sorry to hear your chocolate arrived a melted mess – that’s terrible! We’re going to reimburse you for your purchase and send you a fresh package on us.”
“Hi, Dan, thank you for making us aware you weren’t able to access your service this month. We have resolved that issue, and are happy to reimburse you for the month and give you the next two for free.”

Make sure the solution replaces whatever they’ve lost at minimum. And to get those customer service gold stars – include an extra.

  1. Ask them if it solves the problem.
    The final piece in your reply is to ask them if your solution solves the problem. This is KEY because you want to know (and you want anyone else who’s reading this ordeal to know) 1) if they are happy with the outcome and that 2) you care.

If we don’t ask whether our solution makes them happy, we undercut them by assuming all is well with our actions. In essence, it makes us look like we don’t care, and that can leave people feeling cold even though we offered something fantastic.

“Hi, Nikki. Thank you for letting us know the sweater was shedding, your feedback is very important. We apologize for the extra frustration on your end, and want to send you a new one with an additional 30% discount on your next order with us. Our company prides itself on quality clothing and we want to make sure you’re happy. Does this sound like a good solution for you?”

By wrapping it up and making them admit that the solution works for them, it also unconsciously closes the problem in their mind. At this point, they calm down and are thankful because they feel acknowledged and cared for.

  1. Follow up.
    The follow up is where most businesses fall short, and where your business can shine bright!

Wait a week or a few, depending on the situation, and then reach back out to them and make sure they are pleased. If it’s a product replacement, make sure the new product works as it should. If it’s a service replacement, makes sure they’re pleased with it.

When we take the extra step to follow up it can seal the deal to changing them into a loving and loyal customer because it’s personal and unexpected.

And if you’re doing business right – you always want to do the unexpected.

Finally, sometimes all the respectful talk in the world won’t absolve situations, and we’ve got to learn to let that go. I’ve dealt with ranters who simply wanted to push and push, and I had to say, “Thank you for your feedback, we will do our best to ensure this doesn’t happen again.” Or, “I appreciate your honesty and will make sure to handle things differently the next time.”

We always win when we acknowledge, apologize, and offer a solution that works for them.
But if that can’t be done, the next best thing is to simply thank them, and let it go. Ruminating on a hard situation only infects our day and we can’t allow that to happen. Negative commentary will occur, regardless of how awesome your business is, so don’t take it personally. Change your perspective and view it as an opportunity.

I hope this layout serves you well in dealing with negative situations online. If ever one occurs and you’re uncertain of how to deal with it, feel free to reach out to me – I loveeee turning a negative into a positive!

Now it’s your turn – did I leave anything out?? Would you handle it a different way? Share below!


If you build Facebook ads, you’ve likely noticed some BIG changes in Ads Manager in the past months.

While most of these changes are cosmetic, it can still be a bit difficult to navigate the new environment if you are not overly familiar with it. However, Facebook has invested some serious time in making Ads Manager more user friendly – and for that we should be thankful.

This article will help you find the most useful tools inside Facebook Ads Manager and explain a little bit about how and why you would want to use each of them from a higher level.

When you log into Facebook Ads Manager it’s going to look something like this:
Facebook Ads Manager

A Quick overview of this page:
The menu that used to be along the left sidebar has moved to the top. Use these options to navigate to other areas within Ads Manager or the Facebook Ads Platform. Under the Tools drop down are some important tools we will touch on later.
Below the main menu is a drop down that will display all of your saved reports – one of the great new features that we will touch on.
If you are an admin on multiple accounts, the next drop down will allow you to easily navigate between all of your ad accounts.
Main Nav

Next down the page is a graph showing your daily spend over the last 7 days, with the total to the right. It’s a good idea to keep an eye on this and make sure nothing appears out of the ordinary.

Daily Spend

And finally, below the daily spend is your campaign views. This is one of the biggest, and most welcome changes to ads manager. The main viewing area of Ads Manager now houses all of the important data you need to analyze and improve your campaigns.

You will by default be viewing all of your account’s campaigns, including those that are inactive. Active campaigns will be shown at the top of this list. You can easily switch between Campaigns, Ad Sets or Ad Views from this dropdown menu.

Campaign list

From this main view we will be able to access the four features we think are most important for improving your Facebook Ad campaign results. Let’s jump in and get dirty.

1 Analyzing the Performance of your Campaigns

From the Ads Manager main view you now have access to each of your campaigns – this information used to be housed in a menu item hidden on the left side under “Reports”. Now with one click you can jump into any campaign and begin to analyze its performance.

Clicking on one of your campaigns will change your view substantially to something similar to this.

Campaign Drill Down View

The data from your campaign is represented visually across the top. You can easily change the graphs that are displayed depending on which metrics you wish to focus on. The default view is based on your campaign objective, but you can change the graphs along the left side to show you details on the number of “People Reached” or your “Amount Spent”.

Clicking on “Custom” will allow you to compare two different campaign stats. Each of these drop downs has the same options allowing you to cross reference data. Depending on your campaign objective, the top two options will vary, but these are the options when you choose the Post Engagements objective.


The default view of this screen is always set to Performance, but you can change this to either “Audience” or “Placement” to gain greater insight on who is interacting with your ads and on which devices.

Each of these graphs have their own drop down menus which you can adjust the data based on your preference.

Audience View

Placement View

2 Creating Custom Reports and Saved Reports

As mentioned, you now have an easier time accessing your Campaign, Ad set, and individual Ad’s data. In nearly every view of the new Ads Manager, you are able to see detailed reports of exactly how your campaigns are performing.

By default, you will always be viewing the ‘Performance” data, but you can easily customize these reports. Customizing these reports to fit your particular goals can save you A TON of time as you look to become more efficient with your ads.

Columns Default

Based on which metrics are important to you and your business, you can adjust the reports to show you valuable information.

Want to know which ads are creating the most likes, comments, shares? Use the Engagement Report.
Want to know the reach, frequency and cost per impression of your ads? Use the Delivery Report.
One of the more important reports that really helps you determine the strength of your campaigns is the “Performance and Clicks” report. This will give you insight into a number of different metrics based on your campaign objective.
To customize any column view you first select “Customize Columns” from the columns drop down. This feature was previously accessed via the “Custom Ad Reports” option, but is far easier to find now.

Customize Columns

Within this view you are provided with a plethora of options to create the report that makes the most sense for your business and your objectives.

Customize Columns Options

On the right side is “Columns Selected” which will display all of the columns currently in your report. To remove a column from the report, click the X next to it.

The list along the left will allow you to view all the column options available to you to include in your custom report. If you are looking for a specific metric, you can search for it across the top of the page.

Once you’re happy with your report, you can:

Save It…

Save custom

Name it…


And access it at any time…


You also have the option to make your new report the default from the same menu.

3 Access and Building Custom & Saved Audiences

The next two important features of Facebook Ads Manager are found under the Tools drop down in the main menu.

Facebook Ads Manager – Tools

Click on “Audiences” to create and save new audiences to use in your advertising campaign targeting. There are three different Audiences that you can create. Within these options there are a few audience types that we will focus on today.

Three Audience Types

Custom Audience: Customer List
You have the ability to upload a file of your contacts into Facebook and match the emails and phone numbers in your database up with Facebook users then target this list with ads.

Upload a file

Custom Audience: Website Traffic
You can also create a list of people who visit your website or view specific web pages by applying a tracking pixel.

To do so, copy the code from Facebook and place it between the tags on your website. This will add all of the visitors to your website into a custom audience so you can remarket to them.

Name your audience and tell Facebook how long you want to keep visitors in this audience. The longest you can keep a website visitor in this type of audience is 180 days – so it’s a good idea to keep targeting them and keep them returning to your website.

Create Audience

Saved Target Groups
With the last type of audience you can save your commonly targeted audiences so that you can quickly reuse them for multiple campaigns.

This dialog functions exactly how Ad Set targeting does. Choose your audiences, demographics, interests and behaviors, then save them to reuse in future ads. Once you have chosen your targeting options, click “Create Audience” and you’ll have access to this audience at any time.

Create Saved Target Group

The next time you want to pull up this saved target group, select your new saved audience from the list and wa-la! The targeting options will be moved into your ad set.

Saved Audiences

4 Accessing and Reviewing your Pixels

And lastly, our 4th tool, the “Pixels” page found within the “Tools” menu.

Tools Pixels

Selecting this tool will bring you to a page that displays reports on your Custom Audience Pixels. You can view your pixel activity by domain, specific URLs, devices or events. These options are sortable near the bottom of the page.

Custom Audience Pixels

The default view of the page is for “Custom Audience Pixel” reports. If you click on “Conversion Tracking Pixel” you will be taken to the old page which contains all the information on your conversion tracking pixels for your ad account.

The final, useful tool on this page is under the “Actions” menu. Here you have to option to edit the pixel details, view the pixel code, email the pixel, or in the case of Business Manager accounts you have the option to Share the pixel with other ad accounts.

Actions Pixels

As you can see…
There are A TON of options for reporting and different tools at your fingertips in the new, revamped ads manager. This article only brushes on a few techniques and it’s always advisable to stay updated with the changes to the Facebook ads platform.
What do you think? Have you used the new Ads Manager? Do you find it confusing or do you really enjoy the new layout? We’d love to hear from you.