A manager’s guide to marketing with Lexer
In this article we’re going to take you through some tips to make sure your team are performing like rockstars, and not wannabes. We’ll be covering some best practice guides on managing tribes, activations and integrations. As well as linking you off to some other important things a manager should know about in Lexer.
Before we get underway this article is the managers guide, if you’re after the user guide, check out our beginner’s guide to marketing article.
If everything above is what you’re looking for, but you’re not 100% sure of the products we’ll be talking about, check out these articles first:
Getting the best from your team
Your team will most likely be spending a majority of their time in Lexer Identify and Activate, so we’re going to run you through some of the key things to ensure their success.
There are two aspects to user management, the adding/archiving of users, and the setting up of new user groups. Remember, groups are managed through Lexer Support, get in contact with us if you’d like to add, remove or help with configuring group permissions.
You may be rolling out Lexer to a new team, and want to keep them in the same group. Or you may have some junior team members joining and you want to limit their access to certain features or functions. To learn more about groups and permissions read this article.
As a manager, you will be able to add and edit users. This quick guide will show you everything you need to know about adding a new user.
Don’t delete a user if you want to remove them!
If you need to remove a user from your team, don’t delete them. This will delete any record of them completing actions within Lexer, instead use our archive feature. Should they return to your team, it’s just a simple matter of reactivating that user.
With Lexer Identify, you and your team have access to some of the most granular sources of your customer data. It’s easy to get carried away when you start building tribes and experimenting - we get it. Here are a couple of tips to make sure things don’t get too out of hand.
When you save a tribe, you can assign it to a family. Think of this as a folder of sorts, that will group together tribes in the Tribes tab, in the Deep Dive column. An example of sound tribe family management would be grouping together all tribes that segment your customers into their home state. We’d probably call that family “locations”.
Another example might be making a family for a specific campaign you’re planning on running. Let’s say we are having a big push for Christmas, and we are segmenting our entire database. We can group each segment together, under the one “Christmas promo” family.
A final pro-tip for tribe families, we recommend coloring each tribe the same, depending on their families. This makes it visually easier to find your tribes when we’re looking at the Summary tab within Identify.
Another important area to keep an eye on is the Integrations area of Settings. This is where you integrate your social pages, ad accounts, email accounts and so-on into Lexer. For a full write up on everything you can integrate and how, check out all of the integration guides for marketing.
Some key pointers to make sure you get everything right the first time are.
- Make sure the account you’ve integrated is assigned to the right Group(s)
- When you integrate an account you can select which Groups it should belong to - remember to include all team Groups. One example might be your corporate Facebook page, which both the Customer Service, and Marketing teams need access to.
- If you change an account password, remember to reconnect the account with Lexer ASAP
- Changing your password will impact your account’s integration with Lexer. If our system detects a broken integration, we’ll notify everyone with access to that account via email, and provide a link directly back to Lexer to re-integrate your account.
Activate is a simple, easy to use work flow tool, but we wanted to give you a couple of best practice pointers, so you can have full confidence in using your activated tribes as audiences.
Once you’ve run an activation, and the audience has successfully been exported, we’ll send you an email to confirm this. Likewise, should anything go wrong, we’ll also notify you with an email. If you’re planning on using an audience activated by one of your team members, it’s worthwhile checking Lexer Activate first to ensure the most recent data has been sent across.
Setting an activation to update automatically is a huge time saver, and really beneficial for reducing ad wastage with “always on” campaigns. If you’ve not used this audience in a while, double check your tribe makeup still makes sense for the campaign, before running it.
Send your audiences sooner, rather than later
It’s really important we mention the factor of time. We have built Activate to get audiences sent as quickly as possible, but that doesn’t mean they are instantly available when the arrive in your ad account. In most cases, Facebook, Google, and Twitter can take up to 48 hours to completely match your audience the first time you send it across. The larger the audience, the longer this could take. If you’re wanting to get a campaign out in a jiffy, focus on sending your audience as soon as you can, and this will give you the best chance of going live on time.
Content monitoring in Outbox
Lexer Outbox makes it effortless to schedule both Twitter and Facebook content long into the future. This is great in helping you map out, plan, and execute both your short and long term content goals. However, things don’t always go to plan, and we always recommend checking your Outbox regularly, to ensure your scheduled content is just as relevant as when you first wrote it.
That’s it, super star. Go forth and conquer, and if you ever need any help, reach out to Lexer Support - we’re here to help.