Arlo’s top 5 blog posts – March 2017

March 21, 2017 2:41 pm, Published by

Here are some of the most interesting and insightful blogs the Arlo team came across this month. Take a read with your next cup of coffee and stay up to date with all things trainings, events and business.

We love sharing what’s helped us, feel free to pass these on to help others!

20 Life Hacks for Event Planners

EventManager Blog
Productivity is the key to managing your life but this can be hard to find and while we can’t control the amount of hours in the day, we can make a difference in how we spend them… Read more

How to Conduct an Effective Training Session

Training Today
Learn tips and techniques for effective workplace training. All the planning has been done. All the preparation is taken care of. You know your training needs, you’ve set goals, management is behind you, you promoted your training schedule, and prepared materials, space, and people. The time has finally come: Training day is here. Read more

3 Reasons Why Employees Aren’t Engaged with Training Programs

TJ Coyle – Training Industry

There are so many reasons why employees don’t engage with training programs that we could fill a season of late-night icon David Letterman’s “Top Ten.” For the sake of time, we’ll stick to the Top 3… Read more

People-based Marketing: The Gold Standard

Forbes
People-based marketing represents an industry shift from targeting devices to connecting with the right people at the right time, with the right message. Rather than targeting ads to devices based on cookies, which is fraught with inadequacies, marketers can now reach people across the many devices they use, thanks to persistent identity… Read more

Evaluating the Impact of Learning Programs

Emmy Monticelli – Association for Talent Development
What are you measuring? What is the purpose of your evaluation? How do you define a successful learning program? With whom are you sharing the results? How you are currently evaluating the impact of your learning programs?… Read more

 

Google AdWords Basics – Negative Keywords

March 10, 2017 12:52 pm, Published by

Increase the performance of Google AdWords

In the last Google AdWords blog post “Keywords made easy”, we studied the various types of keywords. Negative keywords play just as an important role in optimising your campaigns. Specifically, negative keywords can mitigate the chances you spend money on clicks not related to your business. We will look at what negative keywords are, what they do and how best to identify and enter them.

What are ‘Negative’ Keywords? Are they ‘bad’?

Google defines negative keywords as words that “let you exclude search terms from your campaign”. At first glance this may not seem desirable. However, to have an effective campaign there must be clear targets.

As important as the keywords are to choosing who to target, to effectively target them, we must choose who not to target. This will put our ads in front of the people who are most interested, which will increase the return on investment (ROI) we can expect from our AdWords spend. The theory is simple,  if a negative keyword shows up in a search term, your ad will not appear. Let’s examine an example to better understand the concept.

If Paul uses keywords: lemon, cherry, banana and market, he might assume he is covering his market. If someone searches cherry market, Paul’s ad will show. However, Paul’s ad will also show for financial market, which is not Paul’s market.

Paul must then enter the word financial, or financial market as a negative keyword to avoid paying for this click in the future.

Entering negative keywords

Here is a simple method to check whether you need to add some negative keywords to your campaigns.

1. Check your search terms – Paul should go into his Fruit campaign and he will find the search term, “financial market”.

 

2. Add the word as a negative keyword

a) At the ad group level – so “financial markets” would only function as a negative keyword under the Cherry Market ad group.

b) At the campaign level – so “financial markets” would only function as a negative keyword under the whole Fruit Market ad group.

c) Negative keyword list.

The third option – negative keyword lists – can save you a lot of time. Negative keyword lists can be shared across all your campaigns or a selection of your campaigns. By adding the search term to the list, it will function as a negative keyword across all the related campaigns.

This very high level guide covers off the main details of negative keywords! Make sure you use them within your campaigns to better target your customers and increase your ROI!

 

Growing your business with email marketing

March 1, 2017 2:42 pm, Published by


Quality email based campaigns can be an effective means for increasing registrations and growing your training or event business. However, with business email addresses becoming a traded commodity, the number of marketing emails one receives is ever increasing. There is a stark difference between the spam emails and the carefully crafted opportunities delivered by marketers. These 3 tips will assist you in creating and sending email campaigns that fall in the later group and increase the ROI you receive from your email marketing.

Concise, Clear and Call

At Arlo we have used email marketing heavily, over 90,000 recipients have received an Arlo email. These emails have varied in sizes, styles and content, however, the most effective always are concise, clear and have a specific call to action. Short and snappy emails are far more likely to be read. Don’t pad your emails, it not only wastes your own time, but wastes the reader’s time. Instead, use bullet points and short sentences to keep your email to a few small paragraphs or event lines.

Make sure the content of your email makes sense. Ask yourself, “what is the purpose of this email?’ or “what am I trying to communicate?”, then evaluate whether your target reader receives the information quickly and as you intended.

In the same way, make sure that the desired action from your email is as easy to achieve as possible. For example, “Watch the Arlo service video to find out more about our solution”. Is not as clear as, “Watch the Arlo Service Overview video to learn more”.

Which is not as clear as, “Watch the Arlo Service Overview video below to learn more:


Personalisation

Try as much as possible to create personal emails. One of the giveaways of a spam email is impersonal emails, especially in the greeting. “Hi Sir/madam” on face value is likely to warrant an email rule to always send these emails to trash folder. First names give your email a much better chance of getting a quick scan of the email. From this quick scan, the next key is your emails presentation.

Presentation

Using a number of DIFFERENT fonts, styles, sizes, paragraphs,        spacings and c       olors

 

will not help you get people to read your email.

It makes it much harder to read and gives it a very unprofessional look.

Clearly presented content with consistent formatting is much easier on the eye, professional and appears as if effort was put into the communication. It is startling how many email I receive myself with a great deal of inconsistent paragraphing, fonts and colours. These features can be used to emphasise different points or call to actions within an email. But when used in excess the trash button is increasingly emphasised.

These 3 tips are some of the most crucial starting points for enhancing your email campaigns and growing your training or event business. In the next email campaign blog, we will be examining Campaign Monitor and how it can be used to send large numbers of styled emails. Arlo has a Campaign Monitor integration which you can utilise the send communication to leads. Get ahead and have a look before the next installment.

Google AdWords basics

February 27, 2017 2:18 pm, Published by

Keywords made easy

Keywords have a critical role in any organisation’s Google AdWords campaign. Keywords are the conduit between what potential leads are searching for and your advertisements. For any organisation, it is critical to understand the different types of keywords and when to use each.

Broad Keywords

Broad keywords have the least specific relation to search terms, as the name implies. A broad keyword loosely associates with any search term that contains similar words. It is also worth noting that spelling errors and synonyms can also appear using broad keywords.

For example, let’s use Arlo as our subject and assume we use a broad keyword to get AdWord clicks regarding our event management software.

As we can see, there are two search terms that aren’t relevant to Arlo, but may in fact display our advertisement. The first two search terms are the only search terms worth paying for.

Exact Keywords

After spending a lot of money on the incorrect search terms above, we need to tighten up our AdWord Keywords. Exact matches are a great way to ensure you only pay for the precise search term you want. Thus keeping costs down!

Exact keywords are denoted by ‘[ keyword  ]’ and as the name suggests, will only match search terms exactly. No spelling mistakes, no variations, no extra words. So our “event management software” keyword, would be entered into AdWords as [event management software]. As promised, Google will only display our advertisement to the users who search “event management software”.

 

Phrase matches

The exact keyword might be too exact. Our advertisement will not show for people who search for “free event management software” or “event management software plugin”.

A phrase match will show search terms that match a phrase, plus some variation. It is denoted by speech marks. For example the phrase keyword, “event management software”, will show the ad for the search term – “free event management software” or “event management software plugin”. Unfortunately, the advertisement will not be shown for “management software for live event with presenters”, because the phrase is not searched.

 

Broad Match Modifier Keywords

Again the phrase match might still be too limiting. “Management software for live event with presenters” may in fact be a quality lead at Arlo, but they would not have seen our advertisement.

Broad match keywords allow search terms to appear that contain the term (in any order) plus any close variations. They are denoted with ‘+’ symbols in front of the terms.

The main difference between the broad match modifier keywords and the broad match keywords is that synonyms are not put forward as matches. Unlike the phrase matches, the words can appear in any order. As previously, I will use an example to better explain:

At Arlo we have found Broad Match Modifier Keywords extremely helpful. They allow us to show our ads to a large variety of users without paying for irrelevant searches.

In the next Google AdWords blog, we will be looking at Negative Keywords and how to effectively use them in the least amount of time!

 

CLASS Training love using Arlo

February 27, 2017 1:24 pm, Published by

class training - arlo

What is CLASS Training?

CLASS Training delivers training to help individuals and organisations work smarter with their IT tools. Whether it’s for business, work or fun, their services really will increase your productivity and minimise your stress. Mark and his team strive to ensure maximum learning by analysing individual requirements and continual follow-up training. They do this by offering a large range of courses, methods of delivery and personalisation.

How does CLASS Training use Arlo?

CLASS Training chose Arlo to manage the administration behind their online booking so they could focus on the important elements of their clients training experience. The Team had been searching for a system which could easily integrate into their website, integrate with Xero and manage all the manual tasks associated with organising training, most importantly making the client experience from sign up to attendance seamless.

CLASS Training uses the Arlo’s WordPress plugin to display course dates, presenters, prices and take bookings. Clients can easily book a specific course or register interest in other dates/locations. All information displayed on the CLASS Training website is linked to the CLASS Training Arlo platform.

CLASS Training really do offer a quality experience for all customers and course administrators with their main platform Arlo. Click here to find out more about the Arlo event or training management solution or Arlo’s website integration.

Arlo’s top 5 blog posts – February 2017

February 23, 2017 9:18 am, Published by

Here are some of the most interesting and insightful blogs the Arlo team came across this month. Take a read with your next cup of coffee and stay up to date with all things trainings, events and business.
We love sharing what’s helped us, feel free to pass these on to help others!

How to prepare for the future of mobile learning

Brent Schlenker – Litmos

I think it’s safe to say that all digital media consumption will happen via the internet on mobile devices very soon.

Follow the money. A phrase often repeated when you really want to know the answer to questions about tech trends…and other nefarious goings on… Read More

Organisational learning – all fun and games?

Leif Sorensen – CEO – Relation Technologies
We work on developing new learning concepts and experiences for professionals and corporations of all sizes. And a dominant part of these concepts is games. But how can something as seemingly silly as playing games be used for something as supposedly serious and big business as major organizational changes?… Read More

Using storytelling in business to improve results

John Sanchez – Managing Director – FPA Group
Few businesses tell stories regularly, yet research shows we are 12 times more likely to remember information when conveyed through a story. If your company is like most, you probably produce spreadsheets, PowerPoint slides, and memos that give facts without engaging the audience to communicate information. Read More

SEO and digital trends in 2017

Gianluca Fiorelli – Moz Blog

It was an intense year, especially when it came to SEO and Google in particular. Because I’m deeply convinced that we cannot attempt any preview of the future without considering what happened in the past, I invite you to look back at the events that have marked the evolution of Google in the past 10 months. Read More

3 Tips to make your data work harder

Think with Google

In today’s multi-channel, multi-device world, data can be a brand’s greatest asset—and its biggest challenge. But brands that are successfully leaning on data to fuel business decisions are driving incredible growth. Below, we discuss three steps your brand can take to become more data-driven. Read More

Getting value from Google Adwords without breaking the bank!

February 21, 2017 1:15 pm, Published by

Google Adwords can be a nightmare if not done properly here are two basic yet important things to understand for all businesses.

Pick your Google Adwords budget then make it work

Google Adwords can be a critical component of your business’ marketing efforts. With a lot of careful monitoring Adwords can generate high amounts of traffic to your website. The problem can be that the cost of this intense monitoring and the risk of overspending can seem daunting. There are easy tools and methods which can help you increase the yield of your campaigns. Setting the limit on how much you are going to spend is a good place to start.

This would be the number one tip in my opinion to create some valuable campaigns without sacrificing financial stability. Google doesn’t measure the financial feasibility of your campaigns, they will gladly take your money as long as people keep clicking. People only stop clicking once your budget runs out. According to Wordstream the highest cost-per-click keyword on Adwords is “insurance” which will cost you a modest $54.91.

If you are starting out with Google Adwords use a small budget at first to gather data on what people are searching for, what ads work best, etc. Use this small budget to remove negative keywords, come up with more relevant keywords and sharpen the message of your ads. Adwords is like a garden, a maintainable garden often depends on the size. Too big and you won’t have control over the weeds and it will quickly become overgrown.

After getting some test data, pick the amount you would like to spend each day.  Then focus on how to get the most value from that budget. If you think of a new campaign idea first see if you can move budget from your other campaigns rather than increasing your budget.

Don’t forget about quality score!

Huge keyword lists, punchy ads and big bids are all helpful for Adwords. Often neglected and sometimes more valuable is the quality score a keyword receives. Quality Score as defined by Google “is an estimate of how relevant your ads, keywords, and landing page are to a person seeing your ad”. If your ad is relevant to the search term and the linked landing page is what the viewer wished to find you will receive a better score. Ensuring the continuity between search term, keyword, ad and landing page will mean lower costs and higher positions for you!

Quality score can be accessed under the columns tab. After clicking “Modify columns…”, “Qual. score” can be found under the “Attributes” metrics.

 

 

 

Registration forms tailored to your business

February 14, 2017 10:26 am, Published by

Adding custom registration fields

Arlo allows you to add, edit, and remove fields against a range of entities (e.g. contacts, organisations and registrations) to meet your unique data requirements. You can also add fields to your website registration process so that the information you need can be easily captured. All fields can now be configured directly from within the management platform by administrators. Learn how to configure system and custom fields.
For training and event organisations this allows you to gather and analyse data that is specific to your organisation. For example, Arlo is a leading provider of training management software to the motorcycle training industry. Due to the hazardous nature of motorcycle training, organisations may wish to include information on ‘ Experience Level’ or an ‘Emergency Contact’.

Or an accounting training providers may wish to record whether registrants have certain accreditation. Arlo, is flexible to meet your business’ needs. Better still, organisations can now configure this on their own!

Capture unique information for individual registrations

Arlo now has the ability to capture information against a unique registration. Instead of saving it against a contacts record during the website registration process, it is now matched to the registration.

This makes your Arlo database much more powerful and flexible. It allows users to capture information that may vary across registrants registrations, rather than only storing the most recent registrations information.

Learn more about the difference between contact and registration fields on your registration forms.

Master Plumbers love using Arlo

February 7, 2017 2:46 pm, Published by

master plumbers integration with Arlo

Managing both your recurring courses and events is something the Arlo team know well. Master Plumbers provide recurring courses and events across multiple regions in New Zealand. Arlo is assisting in managing this large operation.

How Arlo has helped Master Plumbers

Master Plumbers are using website categories to keep their training courses and events separated online. Using Arlo’s recently developed JavaScript web control technology, the Arlo web team implemented web controls into six different areas of their website. This included homepage widgets, a training catalogue, a training and events calendar, an upcoming events list, a training products list, and upcoming event lists for each of Master Plumbers regions in New Zealand. The web controls were styled and formatted to fit with the existing Master Plumbers website.

Master Plumbers offer training and events to plumbers, gasfitters and drainlayers. The focus is on representing and adding value to their members in the plumbing, gasfitting and drainlaying industry. In accordance with Master Plumbers goals of quality, professionalism, innovation they will soon also be offering self-paced online courses using Arlo’s Moodle integration.

How Arlo can help you

Arlo’s Webcontrols or WordPress Plugin make it easy to show your training or event data on your website. Event data is pulled directly from Arlo’s database onto your website, leaving you the flexibility to develop your own custom pages and designs. Customise the look and feel of the Arlo hosted pages to match your existing website.  When someone visits your main website and clicks on a menu link to your events or training section, they will be unaware that the page they are taken to is hosted by Arlo.

Arlo Presenter Requests

February 3, 2017 11:42 am, Published by

Arlo presenter request

Presenter requests

Easily find a presenter for your next event using Arlo’s powerful new Presenter Requests feature.

Administrators can now choose to send an invitation to presenters to facilitate an event directly from Arlo. You can choose when responses for the request are due. You can also include a custom message for the presenter/s you are sending it to. This easily gives the presenter all the relevant information they need before accepting an invitation.

Presenter requests are kept up to date, with the latest event information – so if the event changes before a presenter responds, they’ll know about it.

Presenters can accept or decline the request, and also send their own custom message such as suggesting a more suitable date/time. Event/Template managers and Support staff assigned to the event will be notified of the presenters response automatically. If the presenter accepts the request, the administrator will be able to approve the event straight away. If changes are requested by the presenter, or they are unable to make it, the administrator can make the required changes as required without delay in communication.

Arlo’s presenter requests feature takes the hassle out of organising a presenter. Automated communication for event information, event changes and presenter response make the administrator’s job easy. People love Arlo’s presenter requests.