Victoria Wales

Letting Go of 85 Percent of Our Email Subscribers

Late last year, Business.USA.gov (BUSA) began transitioning its web presence to USA.gov and with its content, came its social media and email accounts. While transferring ownership of a Twitter account is fairly easy to do from a technical standpoint, transferring email ownership and tools is not. We had to tackle

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In a Marketing Minute: Connecting Teams, Promotions, and Ideas

Every first week of every month, USAGov’s marketing team sends an office-wide email newsletter to give an update on past and current marketing efforts and campaigns. It’s how we try to help keep the rest of the office in the know. The monthly newsletter can spur a content idea, a future marketing endeavor, and act

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Webinar Recap: Social Media + External Affairs = Outreach Success

Summary: How to leverage your resources to reach Spanish-dominant Hispanics online. A recent DigitalGov University (DGU) webinar provided an introduction to the intersection of two teams with different audiences reaching consensus on goals to maximize insight and outreach effectiveness. Social Media Outreach Goals What does social media outreach success look like? Success is when agencies

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Social Media Data Deep Dive: Turning Findings into Action

GobiernoUSA, just like USA.gov, is part of a unique effort with a large mission—to guide people to the government information and services they seek. We cover a lot of topics in Spanish via our website, social media platforms, email sends, and contact center. One of the communication channels we focus a lot of attention on

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The Essentials of an Editorial Calendar

Anyone engaged in content marketing or content production probably owns a robust editorial calendar. A calendar that is quickly updated, helps keep deadlines and is flexible can serve as a helpful blueprint of your content activities for the year. At USAGov we cover a lot of topics and partner with many agencies. Having an editorial

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Where Content and Marketing Meet: An email Case Study

Content marketing is everywhere and you’re hearing more about it every day—but how do you do it well? While content marketing can take many forms (articles, infographics, videos, and more), it shares a common purpose: providing useful content to attract new customers to your product or service. At USAGov, customized email messages to our subscribers

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What do Mac & Cheese and Power of Attorneys Have in Common?

They ranked among our top three most popular emails in 2015. At USAGov, we know that email is often our #1 driver of traffic to our content, and nine out of 10 times it’s our go-to outreach tool for disseminating timely information. But doing email sends consistently and effectively isn’t always clear cut, especially when

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#SomosSocial: Bilingual Twitter Chats—How to Do Them Effectively

There are 11.7 million + reasons to be on Twitter—the approximate number of Hispanics in the U.S. who are using the platform. And out of those 11.7 million, 43% tweet in English and in Spanish. Hispanics over index their counterparts when it comes to digital technologies and services, but how do you reach them and

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#SomosSocial: 5 Keys for Government to Reach Hispanics Through Social Media

Hispanics are one of fastest growing demographics in the U.S. But like any demographic, there are important nuances to consider when connecting with this audience. Insight into your audience’s motivations, behavior and preferences is key for anyone trying to engage with the public. We know every day that more and more Hispanics are on social

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Betting on email: How We’re Reaching Hispanics via Their Inbox

Driving visitors to a destination means reaching your users where they are at. In 2005, as part of the greater USA.gov marketing strategy, GobiernoUSA.gov launched an email program. These communications initially took the form of short blurbs that directed people to important site content and promoted other government information hosted by various federal agencies. From

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Real Internationalization Isn’t Just Geographic: It’s Linguistic

Twenty years ago, the chances of watching an NBA game with commentary in a language other than English were small. Today, the NBA transmits games in 47 languages to 215 countries across the world. This is a perfect example of how organizations have evolved over time to meet the demands of their audiences. Evidence like

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Young Entrepreneurs Hang Out With Government Virtually… and in Spanish

It’s a well-known fact that the Hispanic population is growing at a rapid pace, and among the areas seeing the most interest and growth is business. According to the Small Business Administration (SBA), there are more than 3 million Hispanic-owned businesses in the U.S. today, a number that is growing at three times the national

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Social Media: Accessibility Issues and Solutions

The more public information is digitized, the more it lands on or sprouts from social media channels. This is why there needs to be a greater level of awareness and consideration for those who can benefit most from that information—people with disabilities—since they have the least access to it. Like many websites, social media platforms

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