Automation. Love it or hate it?
As a solopreneur or small business owner you need all the help you can get.
And that involves embracing automation.
You know that social media can prove to be a big time-suck if you allow it. But if you use the right tools to automate some tasks, then you can maintain your personal interaction.
One of the tools that I use is Missinglettr. And it’s proving to be an effective way to maximize the engagement for my blog posts.
Later on there is an exclusive interview with Benjamin Dell, the Founder of Missinglettr, but let’s start with a quick look at the product.
What is Missinglettr?
Missinglettr is a relatively new tool that sets up a drip social marketing campaign for your blog posts.
Instead of just sharing your latest blog post once, Missinglettr will create a campaign to run for the whole year, dripping out content one message at a time.
Missinglettr uses a technology called ‘Natural Language Processing’ to read through your blog post and detect the important highlights. Then it creates a unique marketing schedule of your blog posts to run over the next twelve months.
Getting Started with Missinglettr
Using Missinglettr can be broken down into three simple steps.
Set up your account and add your blog’s URL or RSS feed, and connect your social accounts. Missinglettr works with Twitter, LinkedIn, Google Plus and Facebook. (And Pinterest is coming soon!)
Missinglettr will now be checking your blog and as soon as it detects a new blog post has been published then it will create a campaign. The campaign consists of excerpts from the blog post including quotes and images.
Once the campaign is created, you will receive an email notification asking you to review it.
(1) All campaigns need to be reviewed and approved before they are activated:
(2) The types of suggested tweets will vary based on your article, but they’ll include some of the following:
- Day 0 – “Check out my new article…”
- Day 3 – A quote from part of the article
- Day 7 – “In case you missed it, here’s an article I posted last week…”
- Days 14, 30, 90, 180, 270 – Various quotes, images, and snippets…
- Day 365 – “A year ago I published…”
(3) In this example, the campaign started on April 4, so some tweets have already been sent:
(4) But the remaining tweets can still be edited, and here you can change the text, image and hashtags:
(5) Finally, after you have reviewed all the tweets you can approve the whole campaign:
How much does it cost?
Missinglettr has a selection of pricing plans for individuals and teams.
If you don’t publish blog posts too frequently and only care about promoting your site on one social network, then the free plan might be for you:
- Link 1 site
- 2 campaigns per month
- 1 social profile
- Missinglettr branding
As you move into the premium plans additional features are added. For instance, you can manually add campaigns for past articles on your blog and include additional social profiles like LinkedIn and Facebook.
The team plans are well-suited for agencies. There are three options depending on the size of your team:
You can change your plan at any time. Get started for free with a 30-day free trial.
What are the alternatives?
I’ve mentioned some alternative time-saving Social Media Tools in an earlier post. Here’s a quick recap:
1. Revive Old Post
Revive Old Post is quite similar to Missinglettr. It’s a WordPress plugin that tweets out your old posts. You set the parameters of frequency and which posts to include/exclude. Once the post is in the loop, it will keep being reposted.
Revive Old Post simply tweets the post as you would have tweeted it first-time, like this:
You could potentially use Buffer like Missinglettr, but you would have to create the campaign, deciding on the text/image/hashtags to include and posting frequency.
Personally, I don’t think this is a viable alternative as you have more work to do. I think it’s better to use the Power Scheduler and set up your postings for the first week:
3. Social Jukebox
Social Jukebox is another way to keep your content alive. Like Buffer, you would have to create the content manually, and therefore, it is creating more work.
Social Jukebox is an excellent tool to keep posting your evergreen content. You can setup different jukeboxes with different playlists; e.g. blog posts, quotes, tips, images.
Whereas Missinglettr schedules your blog posts, you can use Social Jukebox for different sources of content.
Each app performs slightly differently and each has its own strengths and weaknesses. There’s no harm in utilizing their strengths to make your marketing campaign more robust.
Pro tip: Why not use all three alternatives listed above in tandem with Missinglettr?
One of the impressive things with Minimum Ideas – aside from the awesome Missinglettr product – is the open dialogue with their Founder and CEO Benjamin Dell.
I recently took up his offer of a 15-min Skype chat to review the product and discuss future plans.
And he also kindly agreed to answer a few questions for this blog post!
Where did the idea for Missinglettr come from?
I also run a digital agency, and we were finding that the vast majority of our clients were asking us to include a blog section on the site we would build for them, and yet very rarely they would know how to maximize the effectiveness and exposure of the blog.
We could see them writing content, but that’s often where the story would end. Some would tweet about the article once, one or two would follow-up a week later, but almost none of them would follow a systematic drip marketing campaign spread out over a meaningful time.
Our conclusion was that it wasn’t due to the complexity of the job at hand, but rather the perceived effort, the discipline and, of course, the habit and routine needed to see the strategy through.
The idea behind Missinglettr was born!
When did Missinglettr first launch?
We soft launched at a social media event in September 2015; however we didn’t properly emerge until January / February 2016.
What has been the biggest struggle to date?
We’re intentionally seeking out unscalable activities that will help us better understand our customers. Given that we’re a relatively new startup, it’s incredibly important to iterate and evolve the product based on quantifiable demand.
As such, I’m personally doing everything I can to speak with as many customers as possible. This is unscalable and is maxing out my time to a degree that is quite scary, but it’s an absolute necessity at the moment.
So whilst this is technically our biggest struggle at the moment, it is a chosen struggle and one we enjoy doing!
The biggest struggle so far is actually a self-imposed one.
What’s your favorite feature so far?
My favorite feature so far is still the core of the product.
Reviewing the drip marketing campaign that it has created for me and being able to visualize how it will be spread out over the next 12 months is fun, invigorating and drives me to write more content.
What’s on the roadmap for Missinglettr?
In the very short term, we’ll be adding weekly snapshot emails reporting on the number of clicks you have received from the tweets and social content we’ve sent out for you.
We’ll also be extending to other social networks and opening up the platform so that paid users can choose their personal drip marketing schedules (such as a 3-year one, or a short, but a more intense 14-day blast).
We have quite ambitious plans in the long run though… watch this space!
Final thoughts on Missinglettr
I hope you’ve enjoyed learning a little more about Missinglettr from Ben.
Here’s a quick recap on the main benefits of using Missinglettr:
- Easy to setup and use
- Engaging and visual tweets
- Saves you time
- Keeps your blog posts alive throughout the year
It’s a great product that enables you to publicize each blog post regularly via social media over the course of a year.