Suns guard Isaiah Canaan breaks ankle in gruesome injury MOST READ “Unlucky is a different thing than ridiculous,” Mourinho said. “And after that Tottenham has the game in their hands.”It was a damaging defeat for Mourinho’s team, with Manchester City allowed to surge 15 points clear of its second-place neighbor by beating West Bromwich Albion 3-0.United was second-best all night in front of a Premier League record 81,978 fans at English soccer’s national stadium, which is Tottenham’s temporary home while a new venue is being built at White Hart Lane.Tottenham set the tone with its explosive start, producing the third fastest goal since the Premier League’s inception in 1992.After the kickoff, Jan Vertonghen’s high, long pass from inside his own half reached Harry Kane who headed to Dele Alli and the midfielder flicked the ball across for Eriksen to finish.ADVERTISEMENT “We prepare that situation,” Pochettino said, “… and give the signal to the opposition that we want to play in the opposition half and dominate the game and put pressure on them.”United should have been more alert, based on its preparations.“After kickoff is ridiculous, especially ridiculous because the players they watched it before, we analyze opponents,” Mourinho said. “The players knew the long ball, they knew Harry Kane normally he is already inside, before the kickoff, he is already inside the opponent. We knew everything and then we don’t press the ball.”Mourinho broke down United’s shortcomings in detail.“One mistake, we don’t clean the ball in the air,” he said. “Second mistake, we don’t win the second ball on the ground. Third mistake, we don’t cover the fullback inside when Eriksen comes. Four mistakes.”It was timed at only 0.1 seconds slower than Alan Shearer’s 10.4-second goal in 2003 for Newcastle against Manchester City. Tottenham does hold the record, with Ledley King netting after 9.9 seconds at Bradford in 2000.“One of the criticisms of ourselves over the last couple of weeks was our slow starts, it was something we wanted to improve on and we definitely did today,” Tottenham midfielder Eric Dier said. “We were in control of the game from beginning to end, we came out and pressed them and didn’t give them any time. They suffered under it.”For a Tottenham side that couldn’t even beat fourth-tier Newport in the FA Cup on Saturday — drawing 1-1 — beating United so convincingly reasserted its top-four credentials.Tottenham is two points outside the Champions League places in fifth, and heads to third-place Liverpool on Sunday. Liverpool felt the full force of Tottenham’s formidable counterattacking potency in October when Juergen Klopp’s side lost 4-1 at Wembley but inconsistency has proved costly.“You can win a game if you’re ready to fight,” Pochettino said, reflecting on a third successive home win over United. Brace for potentially devastating typhoon approaching PH – NDRRMC Trending Articles PLAY LIST 00:50Trending Articles00:50Trending Articles00:50Trending Articles01:29Police teams find crossbows, bows in HK university01:35Panelo suggests discounted SEA Games tickets for students02:49Robredo: True leaders perform well despite having ‘uninspiring’ boss02:42PH underwater hockey team aims to make waves in SEA Games01:44Philippines marks anniversary of massacre with calls for justice01:19Fire erupts in Barangay Tatalon in Quezon City LATEST STORIES Tottenham goalkeeper Hugo Lloris was rarely troubled by one of the league’s most-expensively assembled teams, with only one save of significance required to block a shot from Romelu Lukaku.With the title appearing unattainable, United will have to settle with locking down second place for the team’s highest-place finish since Alex Ferguson won a record-extending English title in 2013 before retiring.“The distance to the leader was already considerable, even before this match,” Mourinho said. John Lloyd Cruz a dashing guest at Vhong Navarro’s wedding 2 ‘newbie’ drug pushers fall in Lucena sting Slow and steady hope for near-extinct Bangladesh tortoises Globe Business launches leading cloud-enabled and hardware-agnostic conferencing platform in PH NEXT BLOCK ASIA 2.0 introduces GURUS AWARDS to recognize and reward industry influencers “It feels a bit weird to score from your first touch,” Eriksen said after Tottenham’s 2-0 victory.Jose Mourinho watched aghast. “Ridiculous,” was the United manager’s assessment after his conceded for the first time since Dec. 26.FEATURED STORIESSPORTSWATCH: Drones light up sky in final leg of SEA Games torch runSPORTSLillard, Anthony lead Blazers over ThunderSPORTSMalditas save PH from shutoutBut not quite as hard to fathom as the second goal.On a night when Mourinho’s side was outrun and new recruit Alexis Sanchez struggled to make an impact, United’s pitiful performance was summed up by the own-goal that sealed Tottenham’s win. Phil Jones inadvertently turned Kieran Trippier’s cross into his own net in the 28th minute when the United defender was under no immediate pressure. AFP official booed out of forum View comments Tottenham’s Christian Eriksen, center with back to camera, celebrates after scoring the opening goal during the English Premier League soccer match between Tottenham Hotspur and Manchester United at Wembley stadium in London, England, Wednesday, Jan. 31, 2018. (AP Photo/Kirsty Wigglesworth)ONDON — Watched by the Premier League’s biggest-ever crowd, Tottenham scored one of the competition’s fastest goals.Manchester United hadn’t even had a chance to touch the ball when Christian Eriksen put the ball in the net after 10.5 seconds at Wembley Stadium on Wednesday.ADVERTISEMENT Read Next Don’t miss out on the latest news and information. Typhoon Kammuri accelerates, gains strength en route to PH
Originally published Oct 15, 2007 10:23:00 AM, updated March 21 2013 Topics: I am sitting in the opening session of the marketing Sherpa B2B Demand Generation Summit. I love Marketing Sherpa and think they have some of the best research out there. Sean Donahue, Senior Reporter B-to-B with Marketing Sherpa, kicked off the event with an overview of the top 5 challenges facing marketers today. A lot of the information was based on research I had seen before.In fact, he showed a slide I am very familiar with, showing that the most frequent place B2B purchasers go when they are looking to research a product is Google. If you want more info, here is an article I wrote about how important Google is to B2B marketing. That’s when my ears perked up, and I head Sean say basically that “search engine optimization is so hard that you can’t really count on it” and “most companies are frustrated that they cannot get listed in Google organically” and “PPC rates are increasing so much that getting good ROI is challenging” (this last one about PPC I agree with).I disagree completely. SEO is not rocket science. With a little bit of work, the right Internet marketing tools and some time, you can make SEO a successful strategy as part of your marketing mix. HubSpot is a small business, we have been around only a little over a year. And yet we are doing great with SEO. We are on the first page of search results for terms like “Internet marketing software” and our Website Grader tool is ranked on the first page for terms like “grader” and “SEO score”. Read this article about how HubSpot saved $183 in one week by using SEO.Are people really that frustrated with SEO? Are there really that many bad SEO consultants out there that everyone is shrugging their shoulders and giving up? Leave a comment below and let me know what you think. SEO Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
Science of Social Media webinar Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Topics: register for my upcoming Science of Social Media webinar For more social media data and myth-busting, don’t forget to So I’ve been conducting research for a few months now for our upcoming How do you feel about this data? Does it change your outlook on social media engagement? Originally published Aug 16, 2011 9:00:00 AM, updated October 20 2016 Basically, “engaging in the conversation” does not increase your reach in social media, and here’s the data that backs me up. , and what I’ve found ultimately debunks myths about engaging in conversation and its effect on social media reach. . Social Media Engagement While I know “engaging in the conversation” has applications for customer service and retention as well as public relations, it turns my stomach every time I hear someone talk about it as marketing advice.
Topics: Sometimes it’s a challenge to come up with consistently new blog content on the fly, which is why the editorial calendar is an important part of building your inbound marketing program. You’re full of insights, experiences, and opinions. Your computer, whiteboard, and notepad are probably chock-full of ideas for things to write about. So with all that great fodder, why are you still stuck in topic limbo?Because as it turns out, it’s tricky to translate a raw idea into an angle for a blog post that will get people reading. So while there are tons of ways to feed your blog with great content, here are a few ideas that should keep you writing on those days when writer’s block hits hard.1. The Trusted Expert PostGuest posts from well-recognized industry leaders can be an effective way to build a strong blog presence. Some experts have legions of fans, followers, and passionate supporters that may get drawn to their post on your site. The endorsement–real or perceived–of your product or service can influence reader opinion and encourage trial, even without overt sales messaging. What’s more, their active fan base could mean an uptick in exposure for your company.2. The “We Solved a Problem” PostThere’s nothing like a teeny, tiny problem to derail your whole day (or entire project). And problems you didn’t even know you had until someone pointed it out (possibly in front of your boss)? Yeah, well, those are even worse. But what if someone delivered a bright and shiny solution right in the form of a blog post? That post not only has the potential for repeat visits, but it also has great propensity for sharing, especially if you’re the first in your industry to take the time to solve and explain this problem.3. The How-To PostHistorically, this type of post performs well for most bloggers, and with good reason. While we enjoy a good philosophical discussion or a hot debate that puts our cerebral cortex into overdrive, the fact is that we all want to get stuff done. Stuff for our boss. Stuff for our freelance gig. Stuff for our online lives. “How-to” type posts draw us like moths to a flame because we assume we’re going to learn how to do something faster, cheaper, or better than other people or shave some time off a tedious, outdated process that makes us want to stick a fork in our left eye. If you can incorporate images or video to make the process visual, you’ll likely see even greater success.4. The FAQ PostThe best part about a FAQ post is that it provided answers to questions that people have all the time, which means it will be consistently referred back to. If there are tons of little nagging questions about something in your industry that you can compile and answer in one post, you’ll get forwards, social shares, and bookmarks up the wazoo. Plus, that post will continue to drive traffic for months and even years, depending on how evergreen the topic at hand is.5. The Excerpt PostNot to be confused with the expert post (har har), the excerpt post takes an important section of a piece of long form content, and repurposes it on your blog. For example, if you’ve just written a new whitepaper or ebook and one section can stand on its own, republishing it on your blog with a link to the whitepaper/ebook not only gives you some quick and helpful content, but it can also drive more downloads of the long form version.6. The Comparison PostAre there some non-competing tools or services that your audience uses quite frequently? Do a product comparison and review (a buyer’s guide of sorts) to help make their decision easier. With so much information out there, taking the time to do the research and distill what you’ve learned for your audience will win you big brownie points and get you trusted advisor status. Just make sure you don’t review competitive products with your own, accept bribes, or forget to disclose affiliations with a certain product or service you’re reviewing. Your credibility will take a serious nose dive.7. The Research Reveal PostBeen conducting your own research? Good for you! Reveal the data and findings in a research reveal post. People love data, especially when you provide them with key takeaways. That means you should not only reveal your findings and methodology (bonus points for pretty charts and graphs), but also tell your readers the “so what” of it all. What is the key takeaway? What can your readers do with this information to be better at their jobs, make more money, be happier people, and so on? Last but not least, remember that people love sharing data, so make it easy to tweet data points with a tweet link generator.We know your company is doing great work building stuff and servicing customers. How can you parlay technical knowledge, institutional experience, customer affinity, and lessons learned to help build awareness and your community? Get out there and blog!What types of blog posts help lift you out of writers block and seem to resonate well with your audience?Image credit: owenwbrown Blogging Originally published Dec 23, 2011 11:15:00 AM, updated October 20 2016 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
Topics: 32) 61% of people state that “not being interested in an email” was the most common reason for not opening an email, followed by “getting too many emails” (45%). (Source: Chadwick Martin Bailey, 2012) Tweet This Stat33) 25% of people complain they dislike all the marketing clutter they get, yet 40% claimed to enjoy getting lots of marketing emails from favorite brands and deal services each week. (Source: 2012 Blue Kangaroo Survey on Marketing Emails) Tweet This Stat34) 6 in 10 people spend half an hour or less per week opening and browsing marketing emails. 1 in 5 people spend an hour or more doing so. (Source: 2012 Blue Kangaroo Survey on Marketing Emails) Tweet This Stat35) 8 in 10 people say the marketing emails they receive go mainly into their primary personal email account, displayed alongside their personal emails. Just 8% have a separate account specifically for receiving marketing emails.(Source: 2012 Blue Kangaroo Survey on Marketing Emails) Tweet This Stat36) 14% of all opens and clicks on a mobile device occurred from 6 a.m. to 8 a.m. The second-biggest peak, at 12% share, occurred between 6 p.m. and 8 p.m. (Source: TailoredMail 2012 Email Marketing Trends) Tweet This Stat37) 7 in 10 people say they had made use of a coupon or discount they had learned about through a marketing email in the prior week (35%) or month (33%). (Source: 2012 Blue Kangaroo Survey on Marketing Emails) Tweet This Stat38) 69% of subscribers say that too many emails is the number reason they unsubscribe from email. (Source: Chadwick Martin Bailey, 2012) Tweet This Stat39) 58% people say receiving discounts and special offers was the top reason for subscribing to emails from businesses or non-profits. (Source: Chadwick Martin Bailey, 2012) Tweet This StatEmail Deliverability & Device Metrics40) Inbox email placement in the U.S. was 84% in Q3 2012, which was down about 5% compared to the same period in 2011. (Source: Return Path’s Email Intelligence Report for Q3 2012) Tweet This Stat41) Europe has the highest inbox placement at 84%, but it too was down about 5% year over year. (Source: Return Path’s Email Intelligence Report for Q3 2012) Tweet This Stat42) 84% of respondents use desktops or laptops to access email; however, two-thirds of those under 30 use their smartphones or cell phones to access their email. (Source: Chadwick Martin Bailey, 2012) Tweet This Stat43) 38% of email is now opened on a mobile device, with 33% for desktop and 29% for webmail. (Source: Litmus Email Analytics, 2012) Tweet This Stat44) 78% Of U.S. email users will also access their emails via mobile by 2017. (Source: Forrester Research, “Email Marketing Forecast 2012 – 2017″) Tweet This Stat45) 52% of companies let people sign up for email or text alerts about products and offers as a path to purchase in mobile. (Source: Chief Marketer 2012 Mobile Marketing Survey) Tweet This Stat46) Men open 20% more emails on mobile, but women click 10% more often on mobile email.(Source: TailoredMail 2012 Email Marketing Trends) Tweet This Stat47) 24% of companies use email and non-mobile signups as a metric to gauge mobile marketing success.(Source: Chief Marketer 2012 Mobile Marketing Survey) Tweet This Stat48) 48% of marketers don’t know what percentage of their emails are read via a mobile device. (Source: eConsultancy 2012 Email Marketing Industry Census) Tweet This Stat49) 39% of marketers have no strategy for mobile email. (Source: eConsultancy 2012 Email Marketing Industry Census) Tweet This Stat50) Despite the fact that 13% of execs are now primarily checking their email via a mobile device, less than half of websites/emails are optimized for customers to view or respond to via handheld resources. (Source: MarketingSherpa 2012 Email Benchmark Report) Tweet This Stat Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack 15) Only a mere 2% of marketers rated leads generated from email marketing as ‘high cost,’ representing the lowest cost channel. (Source: Software Advice Survey) Tweet This Stat16) Commercial emailers account for 70% of spam complaints. (Source: Return Path’s Email Intelligence Report for Q3 2012) Tweet This StatEmail Subject Line Stats17) For B2B companies, subject lines that contained terms such as “money,” “revenue,” and “profit” perform the highest. (Source: Adestra July 2012 Report) Tweet This Stat18) Subject lines that contained terms such as “ROI,” “asset,” and “industry” perform the lowest. (Source: Adestra July 2012 Report) Tweet This Stat19) Subject lines containing the £ symbol had a far better than average (57.8%) click-to-open rate. (Source: Adestra July 2012 Report) Tweet This Stat20) Subject lines with $ signs scored above average in opens (15.7%) and clicks (14.7%), but slightly below average in click-to-opens (-0.8%). (Source: Adestra July 2012 Report) Tweet This Stat21) Subject lines containing the € symbol were above average in opens (2.9%), but below average in clicks (-8.2%) and click-to-opens (-10.8%). (Source: Adestra July 2012 Report) Tweet This Stat22) Discount terms in subject lines generally performed below average. “Sale” was the outlier, above average in opens (14.4%), clicks (76.5%), and click-to-opens (54.3%). Others such as “% off,” “discount,” “free,” “half price,” “save,” “voucher,” “early bird,” and “2 for 1″ all came in below-average in all 3 metrics, save for “voucher,” which had above average opens (6.5%). “Early bird” was the worst performer in terms of clicks (-71.6%) and click-to-opens (-67.6%). (Source: Adestra July 2012 Report) Tweet This Stat23) News-related terms in subject lines perform fair but better than discount-related terms. “News” (16.2%), “update” (4.9%), “breaking” (33.5%), “alert” (25.9%), and “bulletin” (12.5%) all saw better than average click-to-open rates (as well as clicks and opens), with “newsletter” being the only term to perform below average in each metric. “Alert” saw the best differential for clicks (78.3%), while “news” did best for opens (30.9%). (Source: Adestra July 2012 Report) Tweet This Stat24) Some content terms perform better than others in subject lines. “Issue” (8.5%) and “top stories” (5.9%) were the only to perform above average in click-to-opens. “Research,” “interview,” and “video” scored above average for opens, but below average for clicks and click-to-opens. (Source: Adestra July 2012 Report) Tweet This Stat25) “Latest” was the only benefit-related term to see above average clicks (8.8%) and click-to-opens (9%), while “special,” “exclusive,” and “innovate” — while performing about average in opens — fared far more poorly in clicks and click-to-opens. (Source: Adestra July 2012 Report) Tweet This Stat26) Personalized subject lines are 22.2% more likely to be opened. However, personalized emails had a clickthrough rate 16.5% lower than the average, and a click-to-open rate 31.7% below the average. (Source: Adestra July 2012 Report) Tweet This Stat27) Subject lines with 30 or fewer characters performed above average in opens, clicks, and click-to-opens. (Source: Adestra July 2012 Report) Tweet This Stat28) Subject lines fewer than 10 characters long boasted an open rate of 58%, 38% higher than the next highest open rate, for subject lines of 50-59 characters in length (42%). (Source: Informz 2012 Email Marketing Benchmarks Report) Tweet This Stat29) “Snappy” subject lines of 1-2 words easily performed best in each of the metrics, while those with more than 14 words also performed above average. All other word count groups skewed closely to the average. (Source: Adestra July 2012 Report) Tweet This Stat30) “You/your” were the most common words, used in 18.7% of subject lines, up 3.4% year over year, followed by “off” and “get,” both in 16.6% of emails, and both up 5.2% year over year. (Source: Experian’s 2012 Digital Marketer Benchmark and Trend Report) Tweet This StatEmail Behavior Stats31) 64% of people say they open an email because of the subject line. (Source: Chadwick Martin Bailey) Tweet This Stat Originally published Dec 14, 2012 9:00:00 AM, updated July 28 2017 Contrary to rumor, email is not dead. Nor is it dying in the wake of social media’s rise in popularity. According to our 20 Marketing Trends & Predictions for 2013, email will live on longer than you might think.Because email is alive and kicking, email marketing is still an incredibly important channel for most businesses. But while email is here to stay, it is also rapidly evolving. The way email is consumed and delivered is not what is used to be, and that means marketers must adapt to meet the demands of finicky subscribers and internet service providers.To give you a sense of the current state of email, below are 50 facts about the changing world of email marketing. The data is divided up into four categories: email performance, subject lines, email behavior, and deliverability and devices.Email Performance Trends1) Email clickthrough rates dropped to 4.4% in Q2 of 2012, down more than 6% from 4.7% in Q1, and marking the 3rd consecutive quarter-over-quarter drop. (Source: Epsilon Q2 2012 Email Trends & Benchmarks Report) Tweet This Stat2) 59% of new subscribers (who have subscribed within 3 months, and who represent 11% of an email list on average) are not engaged, neither opening nor clicking on emails. (Source: Epsilon) Tweet This Stat3) Email open rates decreased in Q2, down slightly from 26.2% to 25.6%, the first quarter-over-quarter drop since Q1-Q2 2011. (Source: Epsilon) Tweet This Stat4) Average email volume per business was down 6.3% quarter over quarter in 2012 and 29.7% year over year (not factoring in triggered email sends). (Source: Epsilon) Tweet This Stat5) In Q2 of 2012, triggered email (deployed as a result of an action) represented just 2.6% of total email volume, though it was up 22% from Q1. (Source: Epsilon) Tweet This Stat6) Open rates for triggered emails hit 49.8% in Q2, jumping 8.5% from 45.9% in Q1 — almost 95% higher than the mass email send rate.(Source: Epsilon) Tweet This Stat7) The average clickthrough rate for triggered emails is more than double the rate for mass emails. (Source: Epsilon) Tweet This Stat8) Triggered emails’ non-bounce rates remained at 95.2% in Q2 2012, only slightly below mass emails’ rate of 95.9%. (Source: Epsilon) Tweet This Stat9) Roughly half of an email list will be active – either opening or clicking on emails. (Source: Epsilon) Tweet This Stat10) Among new subscribers, 16% are dubbed “new clickers” (who have opened and clicked), and 25% are “new openers” (who have opened). (Source: Epsilon) Tweet This Stat11) “Mature” subscribers represent members who have been on a list for longer than 3 months. Among these, 51% have engaged in some way in the past 12 months, including 26% who have either opened or clicked recently. (Source: Epsilon) Tweet This Stat12) The retail apparel industry has the highest proportion of active members (39% opened or clicked an email within 3 months), followed by the business publishing/media general (34%), travel/hospitality travel services (31%), and retail general (30%) segments. (Source: Epsilon) Tweet This Stat13) The consumer services pharmaceutical vertical has the highest average proportion (52%) of dormants (inactive members for the past 12 months), followed by the consumer services general (49%), and business products and services general categories (49%). (Source: Epsilon) Tweet This Stat14) 40% of B2B marketers rated the leads generated by email marketing (house list) as high quality. (Source: Software Advice Survey) Tweet This Stat Email Marketing Metrics
Content Marketing Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack This is an excerpt from our new ebook, The CMO’s Guide to Brand Journalism. Download your free copy if you want to learn more about how to build a news organization, big or small, inside your company.Call it what you will: brand journalism, corporate journalism, corporate media. More and more companies are creating “journalistic” content. Some are even hiring journalists and camera crews, building studios, and launching dedicated news sites to cover themselves and their industries.Cisco, Intel, Microsoft, and Oracle all operate newsrooms. Maersk, the shipping company, has a news operation. So does Nissan, the Japanese automaker. LinkedIn has a managing editor. So does GE. Three big venture capital firms in Silicon Valley — Sequoia Capital, Andreessen Horowitz and Battery Ventures — have hired in-house journalists from the Wall Street Journal, Wired, and Forbes, respectively.It’s not just big companies. Kapost, a small startup in Boulder, CO., hired Jesse Noyes, a former Boston Herald reporter, to run its content marketing operation. I’m another example. I’m the former technology editor at Newsweek, and now I’m a blogger at HubSpot.If you’re the CEO or CMO of a mid-sized or large brand, you may have started thinking about building an in-house news operation of your own. To help you get there, we’ve created an ebook, The CMO’s Guide to Brand Journalism.The book will help you structure a team and figure out what obstacles you should expect to encounter and how to get over them. We also explain the structure of a newsroom, and how to map that structure to a corporate environment.Also provided is an explanation of four business models adopted by various companies. The four models are explained via case studies developed by interviewing journalists and executives at Microsoft, IBM, GE, Intel, Adobe, and other companies.We also include a section explaining the unique challenges that a small company faces when trying to build a news or publishing operation. Finally, there are a set of “best practices” that apply in mainstream media and make sense for corporate news operations, as well.Four ModelsThere are lots of ways to go about creating media inside a corporation. We’ll look at four models that are in use today. They are:Brand AwarenessYou’re publishing stories because you want people to know about your company. You’re not trying to generate sales directly from those articles. Examples: GE and IBM.Industry NewsYou write about your own company and your industry, creating coverage that supplements the work of mainstream media. Examples: Intel and Microsoft.Create and SponsorYou want to establish your company as a thought leader, so you create an independent site. Example: Adobe’s CMO.com.Lead GenerationYou use content as a way to generate leads that can be converted into customers. Example: HubSpot.Best PracticesThere are some ways in which corporate journalism and traditional journalism should play by the same rules. Here are some best practices from the world of mainstream media that you can and should adopt in your corporate publishing operation:Be transparent. Be honest about who you are and why you’re publishing this article. Sometimes you can’t avoid having a conflict of interest. That’s fine, but you should disclose it.Don’t write ad copy. You can (and should) write about your company and your products. But there’s a way to do this that feels honest and legitimate.Tell the truth. Ethics are the cornerstone of what you’re doing. Just like a newspaper reporter, you should be seeking to tell the truth at all times.Have an opinion. People respond to content that comes with a point of view. Your point of view is what distinguishes you in the marketplace and defines you to customers.Admit mistakes. If you goof up, admit it. Express your regret, and apologize. You will be amazed what happens next. Fessing up makes people trust you more. It shows people that you are human — and honest.Get people to contribute to your blog. Seek out people I call “megaphones,” meaning they have a huge presence on social media. When they write for you, they will promote their article, and your brand will go along for the ride. If you can’t get them to write for you, the next best thing is to write about them.Be promiscuous. Promiscuity is a virtue, at least in the world of publishing. LinkedIn, Huffington Post, Forbes, and others have huge audiences of business-savvy people. Try to write for them, or get them to syndicate articles that have already appeared on your blog. Do the same with industry publications from your market space, and the local paper. Your goal is to be in as many places as possible.To learn more about building a newsroom inside your company, check out the form-free brand journalism guide. Originally published Mar 5, 2014 8:00:00 AM, updated February 01 2017 Topics:
Ever wonder what happens when you hit the magical “500+ connections” level on LinkedIn? Or how people connect with those outside of their immediate network? Or how to keep your entire network from seeing a tiny profile update?Though LinkedIn is a powerful tool for business professionals across all industries, there are still a lot of misconceptions about how it works.Read on to learn the truth behind some of the most pervasive LinkedIn myths.Myth #1: LinkedIn is only helpful if you are looking for a job.Truth: LinkedIn is a great place to build your professional brand, stay up-to-date with your network, and gain insights and knowledge at every point in your career.Tip: Keep your profile up-to-date even when you’re not looking for a job so opportunities can come find you. Stay up-to-date with your network so you can make use of those connections when you do need them. Follow channels, influencers, groups, and company pages to get personalized news and insights. By following the right content and engaging in conversations with your network, you can find potential business opportunities that you hadn’t thought of before. Myth #2: If I update my profile, everyone in my network will be notified.Truth: You can control what is broadcasted to your network so that you can get that much-deserved congratulations on your terms.Tip: When you go into “edit” mode on your profile, there is an option on the right side in the middle of the page that asks if you want your network notified of profile edits. Just turn this on/off as you see fit.Myth #3: I can only connect with someone I know well.Truth: You should feel free to invite someone to connect with you, even if they are not your best friend. The best connections are those where there is mutual benefit in building a relationship. Tip: The best way to make a connection is to send a personalized invitation or ask someone in your network to make an introduction. Make sure you specify what’s in it for the person you’re requesting to connect with, too.Myth #4: There are secret features that get unlocked when you hit 500 connections.Truth: LinkedIn stops displaying your number of connections on your profile after 500, but nothing happens once you go beyond.Tip: The trick to a successful network is to have both quality and quantity. Developing better relationships with your connections opens you up to more opportunities with like-minded professionals in your industry. Myth #5: Accepting invitations from people I don’t know well will open me up to spam.Truth: If you find someone acting inappropriately, you can remove them from your network or flag them to LinkedIn’s support team as a spammer.Tip: Manage your network by clicking on “Connections.” This is the central hub from which you can add or remove connections. It’s also a great and easy way to keep in touch with your connections.Myth #6: I can only message people I am connected to.Truth: Beyond your network, you can also message members who are in the same groups as you are in or by using Premium Inmails. Tip: Join groups that are relevant to your business, industry, or areas of interest and expertise. Use groups as a way to share your knowledge, gain insights, and build relationships that can help you achieve your goals on the platform.Myth #7: I should only post content about my company and industry. Truth: You should share anything that feels like a representation of you and your professional brand. A great and simple question to ask yourself before posting something is, “Would the people in my network find this interesting?”Tip: Vary the topics that you post about to keep your network engaged and wanting to hear more. Whether you’re posting your own content or reposting something that you find read in the news, sharing is a great way to build relationships, flesh out a bit more about who you are and your interests, and stay top-of-mind with your target audience. What other common LinkedIn myths do you hear? Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Topics: Originally published Aug 21, 2014 6:00:00 AM, updated July 28 2017 LinkedIn Marketing
Originally published Oct 3, 2015 8:00:00 AM, updated February 01 2017 Email Lists and Segmentation Topics: Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack This post originally appeared on HubSpot’s Agency Post. To read more content like this, subscribe to Agency Post.I think we can all agree that things taste that much sweeter when we actually earn them: the promotion you got, the first car you bought with the money you saved mowing lawns for three summers, or the free coffee you received after the cashier punched the final hole in your rewards card.It felt good, didn’t it?For this same reason, buying an email list to reach a wider audience with your marketing materials is a route you don’t want to take. Not only does it put you at risk of ruining your reputation, but it can also negatively impact your email deliverability rate in a big way. The trouble is, earning email addresses takes time — and time is money. To help you grow your list the right way, check out this infographic from ELIV8 on how to maximize your lead generation efforts.568Save 568Save
However, there needs to be relevant in terms of the trending hash and the topic at hand—otherwise, the content will simply be viewed as spam.Other ways to enhance the number of impressions with SCO is adding a call-to-action or graphics to a social post.A call-to-action can be as simple as asking for a retweet or a Facebook share. As long as the call-to-action is compelling and provides incentive to the audience, increased social sharing and more impressions are sure to follow. Follow @Wendys to play 30 Days of Bold and enter to win daily prizes! #getbold http://t.co/en0yEEZb— Wendy’s (@Wendys) September 14, 2012 10.21.15 #TheFutureisNow #PepsiPerfecthttps://t.co/DCcND4SlDU— Pepsi™ (@pepsi) October 5, 2015 Nearly every smart marketer wants to create content that puts their company on the map and attract more customers.According to HubSpot’s research, inbound marketing and content marketing have been the most effective method of doing business online. It’s no secret that high quality and shareable content is in high demand, but it is becoming exceedingly difficult to create top-notch pieces that cut through the noise.A big piece to the inbound marketing puzzle comes from social media. The reality is that a lot of great content goes undiscoveed due to improper optimization. Social platforms can be a highly effective advertising tool for content, but unfortunately it’s all too easy to miss the mark on your strategy — and ultimately, engagement suffers right along with your ROI.Click here to sharpen your skills with the help of our content marketing workbook.One of the primary focuses of content creation today is shared content optimization (SCO). Shared content optimization is the process of optimizing content to increase the likelihood of social shares, impressions, and even sales.Without including shared content optimization into a content strategy, marketing efforts can quickly fall flat. The idea behind SCO is to create magnetic content that resonates with the audience, which encourages sharing throughout various channels.What are The Benefits of Shared Content Optimization?SCO helps content perform its best on social media platforms. For example, you likely wouldn’t post the same content on LinkedIn as you would on Twitter or Instagram.In addition, social content optimization ensures that marketers effectively reach the target audience on the right platforms.As a shared content optimization strategy encourages social sharing, it will naturally lead to more shares. In turn, this increases the exposure of social media profiles and can lead to an influx of followers — especially if the shared content is highly relevant and engaging for the audience.This blog post will teach you how to apply the best optimization techniques for social media content. It will also explain how to use proper elements such as CTAs and graphics to enhance social shares.Furthermore, marketers can learn how to properly optimize schedules based on channels and create snack-sized content that’s easy to consume. While shared content optimization isn’t rocket science, there is certainly a method that needs to be applied in order to get the best results.Further Defining Shared Content OptimizationThere are several steps to creating shared content optimization, which includes optimizing for impressions and enhancing the likeliness of sharing.However, the first step is to understand the true definition of SCO — which is the process of adding relevant hashtags, commentary, questions, and media to spark engagement and increase social shares.It’s also important to understand that the process optimizing content will vary across social platforms and channels.In order for shared content optimization to work for a content strategy, there must be a deep understanding of the audience, as well as the ability to track and monitor progress so efforts can be adjusted as needed.Creating Content for SCOMarketers can use several components for developing SCO content, including a call-to-action, graphics, hashtags, targeting specific groups, and even using videos.Once there is content prepared to share with an audience, it will need to be optimized to maximize impressions. This can be achieved in several ways, with one of the most effective methods including the use of trending hashtags. Getting started with video? https://t.co/aw9VNEtcZZ A Modern-Day Marketer’s Guide to Creating Epic Video Content 🎥 pic.twitter.com/KPOtT7w7fd— Buffer (@buffer) August 24, 2016 Lastly, marketers can also add content suggestions to encourage extra sharing. This helps further promote existing content while encouraging additional shares on social media.Motivate The Audience to Share on Social MediaUnfortunately, simply asking for social shares sometimes isn’t enough. However, there are still ways to grab attention of the audience and motivate sharing over multiple channels.One method is to add a human element and include emoticons within your posts — this will add an extra layer of visual interest, and make a brand stand out from the competition. Originally published Oct 11, 2016 11:00:00 AM, updated March 12 2018 Don’t forget to share this post! Enhancing Messages with Visual Elements and Helpful ToolsGraphics are a big part of correctly optimizing content for social media sharing.In fact, social media posts with images generate more engagement and have up to an 87% interaction rate with followers. Including graphics, videos, and even GIFs can greatly influence an audience to share content.For example, take a look at BuzzFeed. BuzzFeed is known for its entertaining GIFs, and it’s one of the many reasons its content is shared so frequently on social media. This brand has effectively harnessed the power of shared content optimization, and they use interesting and engaging media for maximized impressions.Image Credit: Cleverwood.be (via BuzzFeed)Aside from animated GIFs, marketers can also consider adding CTAs and visual cues on graphics, which will help increase shareability.There are several ways that marketers can create graphic and video content for SCO. Adobe Photoshop is one of the most popular tools for graphic design; but if you don’t have time to navigate through this complex software, you can use a user-friendly graphic design program such as Canva.In addition, video production can be quite simple if you use tools such as VideoMakerFX, which is template-based and easy to customize.Keep in mind that it’s important to use consistent branding elements across all social media channels.Marketers need to think beyond their logo and cover images, and expand consistent fonts and color schemes into visual elements. This will ensure that the content is completely connected with your brand, and the audience will realize its original source.Thinking beyond the logo is demonstrated brilliantly by the Always #LikeAGirl campaign by Procter & Gamble’s:Optimizing Channels for Maximized SharingData and tracking are critical to optimizing your channels for maximized sharing. One of the most important considerations to track and consider is the audience location and habits, which can help you determine the right schedule for the chosen channel.Nearly every social media channel offers some form of analytic data. Marketers can dive into these insights to learn more about the target demographic in terms of age, income, education, marital status, and more.Furthermore, marketers can also discover the best performing posts. This data will help marketers understand the type of content that resonates with audiences the most.Once marketers have a solid understanding of the audience, best performing content, and peak hours for publishing content, the strategy can focus on SCO, based on audience preferences.Automating the sharing process will increase productivity for marketers of every level. Consider using tools such as HubSpot’s Social Inbox to publish posts in advance, which also allows marketers to plan out their social strategy on one convenient platform.Selecting The Best Social Media ChannelsWhile it’s tempting to promote content on every social media channel, this method can actually be counterproductive. Marketers need to focus their time and energy on social platforms that bring them the best ROI and engagement.Social media channels that offer the best customer interaction, comments, and shares should be the primary focus of any social media marketing strategy. Once the best social media channels are established, marketers can focus on optimizing the content in a method that makes sense for the specific platform. This means to publish posts during peak hours, use relevant hashtags, and appropriately-sized graphics.Increase Sharing Success with Shared Content OptimizationShared content optimization doesn’t end with graphics and hashtags. Something as simple as asking the audience to share content can help increase impressions.Best of all, the CTAs can be directly embedded into visuals — or marketers can just simply ask for the share or retweet by using text.Another way to increase sharing success is to create bite-sized content. Bite-sized content is easy to consume and it’s fun to scan and share.Keep in mind that the average attention span of an adult is only 8.25 seconds, so marketers face the challenge of creating content that is quickly absorbed yet engaging.There are several ways to get your audience to bite on snackable content. For example:Promoting large campaigns with bite-sized contentOffering bits of playful contentRe-sharing content about your brand that is submitting by usersKeeping your content suspenseful — make the audience wonder what will happen next Topics: Graphics are always a go-to method of increasing social shares. There is no denying the power of using graphics to optimize and promote content, and numerous studies have shown that graphics can earn content more impression than only using text.Promoting Optimized ContentOnce the content is ready to go, it’s time to put your shared content optimization strategy to the test.Publish your content on free social media channels to begin testing what works best for your schedule and audience. Do research on demographics on each platform, and carefully review data of your posts while you consistently tweak your strategy.Furthermore, there is always the option to boost visibility with paid content campaigns. Facebook advertising is relatively inexpensive, yet it can yield great results. Be careful while optimizing paid campaigns, and be sure that the right keywords and demographics are targeted for best results.One of the last pieces to the puzzle is recommending the content on content distribution channels. This will help promote your hard work to the largest amount of people possible, while ultimately spreading your content far and wide.Increasing Clickthrough RatesWhen you’re working hard to promote and optimize your content, you don’t want to forget about CTR (clickthrough rate). Driving traffic to your website from social media isn’t as complicated as you think — and it all comes down to a few simple strategies.The first step is to ensure that your posts are attractive and cohesive. Be sure that your graphic or video is properly optimized for your social platform, and your text is free of spelling and grammatical errors.The next consideration is to give your readers a reason to share your posts. For example, you can create content that hits a pain point and draws readers to your website for a resolution.You should also try to alternate headlines, use actionable words, and be responsive to your followers on social media.Enhance Your Content Strategy with Shared Content OptimizationIs shared content optimization part of your digital marketing strategy? By creating quality content, promoting with the right tools, and tapping into the target audience, marketers of every industry can see a boost in online sharing. Social Media Engagement
Topics: Holiday Marketing Originally published Mar 17, 2017 8:00:00 AM, updated July 28 2017 In Boston, just across the river from HubSpot’s headquarters, St. Patrick’s Day is kind of a big deal. There’s a parade. There’s a special breakfast for the who’s-who of local government. There are green bagels. And there’s a lot of beer.We like to think of that as a very traditionally Bostonian way of celebrating St. Patrick’s Day. And we’re not alone — in Chicago, for example, they dye the river green. But we’ve got news. That word, “tradition”? We hate to break it to you, but today’s celebrations of St. Patrick’s Day are, well, far from traditional. And like so many other holidays, the modern perspective and observance of St. Patrick’s Day was shaped in some part by — you guessed it — marketing. But what did it used to look like, and how did it get to where it is today? Download Now: Free Social Media CalendarGrab your four-leaf clover, because you’re in luck. (Sorry, we couldn’t help ourselves.) We’re taking you on a trip back in time to figure out just where St. Patrick’s Day began.How St. Patrick’s Day Celebrations Were Shaped by MarketingWho Was Saint Patrick, and Why Do We Celebrate Him?Source: History.comThe ManTo really trace the roots of St. Patrick’s Day, it’s important to understand its name. Yes, it’s named for a person — Saint Patrick himself — who actually wasn’t even of Irish descent. According to History.com, he was actually born in 390 A.D., in Britain to a Christian deacon father. It’s rumored that he assumed that role for its tax incentives, and not for religious reasons. In fact, some speculate that Saint Patrick wasn’t raised with much religion at all.Interestingly enough, it was being kidnapped in his teen years and held captive by Irish raiders that began Saint Patrick’s journey to, well, sainthood. Much of that captivity was spent in isolation from other people, which allegedly caused Patrick to turn to spiritual thoughts for guidance and comfort. After six years as a prisoner, he escaped back to Britain, and eventually studied to become a priest.After he was ordained, he was sent on a mission back to Ireland to begin spreading and converting the population to Christianity. And according to National Geographic, it didn’t go so well — “he was constantly beaten by thugs, harassed by the Irish royalty, and admonished by his British superiors,” and he was “largely forgotten” after his death in 461 A.D., which is estimated to have taken place on March 17, the day observed as St. Patrick’s Day.The MythBut later, people started to create folklore around Saint Patrick. It’s not clear when these legends came to fruition, but you might be familiar with some of them — tales of him banishing all snakes from Ireland, for example, which are the stories that eventually led to him being “honored as the patron saint of Ireland” — hence the name, Saint Patrick.Still, the celebrations of him within that particular nation remained pretty low-key until the 20th century, prior to which March 17th was mostly observed with a mention of it by priests, and a feast enjoyed by families. Plus, there remains conflicting information about his life and the exact dates of its major events.In fact, the celebrations really began right here — in Boston.What the Earliest Celebrations Looked LikeComing to AmericaAccording to Time, the inaugural celebration of St. Patrick’s Day took place in 1737, in the form of “a group of elite Irish men” in Boston gathering for a dinner dedicated to “the Irish saint,” who one might assume was Patrick himself. Less than 30 years later, parades began in New York, with Irish-American members of the U.S. military marching to honor Saint Patrick “with Fifes and Drums.”Source: Ephemeral New YorkBoth of these events have led many to speculate that how we view St. Patrick’s Day today was largely an American invention, as many of the traditions we still continue to honor — including the New York City parade, which has grown by leaps and bounds in the past 251 years — were started by Irish-American immigrants. And as Irish immigration increased exponentially during the 1800s, the celebrations grew in kind, in large part to combat stereotypes that this incoming population was “drunken, violent, criminalized, and diseased.”Irish-Americans wanted a way to illustrate that they were wholesome people — that they paid tribute to their natively religious roots with an observation of the patron saint, but that they also embraced life in America, by creating these traditions on new land. And that population was the most concentrated in Boston, Chicago, and New York — which might be why we today see the grandest celebrations in those cities. That began when Irish-Americans continued to face opposition by others, despite the aforementioned best efforts. The parades got bigger and occupied less localized venues, sending the message, “we’re ‘not going anywhere.'”Meanwhile, in Ireland …Eventually, around the 1920s, Ireland began to observe St. Patrick’s Day celebrations beyond church mentions and family meals. Not entirely unlike New York, it started with military parades in Dublin, but they weren’t exactly festive — “the day was rather somber,” writes Mike Cronin, with “mass in the morning [and] the military parade at noon.” And, until the 1960s, there was no drinking — before then, bars in Ireland were closed on St. Patrick’s Day.But in that country, at least, the holiday saw a real turning point in 1996, with the very first instance of the St. Patrick’s Festival in Dublin: A four-to-five-day festival (which began as just one day) of music, parades, and other revelry. This year’s edition of the festival just kicked off yesterday and, today, brands across numerous nations — Ireland and the U.S. alike — are capitalizing on the celebration.Source: St. Patrick’s FestivalWe’ll get to that in a bit. First, let’s look at how some other St. Patrick’s Day traditions got started.Why Green?It all began with a song, “The Wearing of the Green.” It dates back to 1798, when it was said to be written as a tribute to Irish Rebellion fighters, and has been repurposed many times since. The phrase in this post’s title, too, has ties to Irish fighters — “Erin Go Bragh,” which is traditionally spelled “Éirinn go Brách,” means “Ireland forever,” or Ireland “till doomsday.”The most notable version of “The Wearing of the Green” is thought to be the one written and performed by Dion Boucicault in 1864 for the play Arragh na Pogue, or The Wicklow Wedding. And while there’s some controversy surrounding this theory, many believe that’s where the tradition of wearing (and consuming) all things green on St. Patrick’s Day is rooted — though it’s an act of gross misinterpretation, since the lyrics were actually meant to encourage the wearing of a green shamrock, a symbol of the Holy Trinity. In reality, the original color association with St. Patrick’s Day was blue.Source: Free Printable Greeting CardsBut what of that shamrock, yet another item that’s come to be so strongly associated with contemporary interpretations of St. Patrick’s Day? Well, that goes back, in part, to “The Wearing of the Green” lyrics. Have a look:She’s the most distressful country that ever yet was seenFor they’re hanging men and women there for Wearing of the Green.”Those lyrics actually allude to the fact that, during the Irish Rebellion, wearing a shamrock was an offense punishable by death — and doing so came to be seen as a brave act of rebellion and loyalty to one’s Irish roots.It could be why, today, wearing green on March 17th — often adorned with shamrock shapes — is loosely seen as an act of pride for all things Irish. In fact, you may have heard the phrase, “Everyone is Irish on St. Patrick’s Day,” which has been largely perpetuated by high-profile Irish brands, like Guinness.That’s one particularly outstanding example of how St. Patrick’s Day is now highly commercial — it’s not just American brands that are leveraging it for marketing purposes. And believe it or not, there are many indicators that it began with this accidental tradition of “the wearing of the green.”When It Started to Get CommercialIt’s the Shamrocks, AgainThere were several pivotal moments in the history of St. Patrick’s Day that could be pointed to as the beginning of its commercialization — events like the first St. Patrick’s Festival in Dublin, or the first parade in the U.S. Indeed, it seems that the commercialization did begin stateside in 1952, when Irish ambassador John Joseph Hearne delivered a box of shamrocks intended for then-President Harry Truman. It’s since become an annual tradition.But it wasn’t just the start of tradition. What used to be a symbol of Irish pride and rebellion was now being gifted to U.S. officials from Irish ones. It signaled the same efforts that Irish immigrants were trying to make when their small, localized St. Patrick’s Day celebrations first began: Honoring native traditions, while also embracing the U.S. by sharing them. It was an effort to establish and strengthen “pro-Western credentials with Washington” — a city where, at the time, there was little observance of St. Patrick’s Day — said Michael Kennedy, executive editor of Documents on Irish Foreign Policy in an interview with CNN.In a way, it could be said that Americans embraced this Irish tradition in return — but not without putting its own commercial spin on things. The same year as that unintentionally monumental shamrock delivery, Pan American Airlines promoted its first direct flight from Shannon, Ireland to New York by flying 100,000 native shamrocks to be handed out to those marching in the New York parade.Source: Newspapers.comIn other words, at that point, the shamrock had made its way to the U.S., and businesses and consumers alike couldn’t get enough of it. “The marketing of ‘real’ shamrock was…part of the commercialization of St. Patrick’s Day,” writes Cronin in his book The Wearing of the Green. “More frequently, the image or symbol of the shamrock was employed artistically — adorning souvenirs, advertisements, decorations, greeting cards and clothing.”Most of all, the celebration of St. Patrick’s Day in the U.S. now extended far beyond the Irish-American population. With the shamrock’s permeation into popular culture, non-Irish individuals also began to take part in the holiday’s observance, adapting it as their own until it got to where it is today — green rivers, green beer, and a lot of shiny green accessories. As we said, and as is often claimed: “Everyone is Irish on St. Patrick’s Day.”Today’s St. Patrick’s Day CelebrationSo, what are your plans for St. Patrick’s Day? Does it involve any of the aforementioned revelry and/or accompanying green adornments? Will you be feasting on corned beef and cabbage — a dish largely unconsumed in Ireland? Now you know how we got here.It’s been quite a few years since I’ve donned my own glittery, shamrock-shaped earrings, or worn beads a shade of metallic green while partaking in a March 17th pub crawl. But now I’m aware that none of this has to do with the person for whom the holiday is named: Saint Patrick. And as a marketer, I can’t be too angry about it — after all, many holidays in the U.S. have evolved in a similarly commercial fashion. Just last month, we discussed how that took place with Valentine’s Day, which was also originally established in observance of a saint.But we will ask that, as you go forth and consume a green milkshake today, to at least be aware of the history that made it possible. Erin Go Bragh — and as the saying goes, may you have a world of wishes at your command.How does your brand observe St. Patrick’s Day? Let us know in the comments. Don’t forget to share this post!
Facebook Marketing With 2.2 billion active users, it might seem like turning followers into paying customers on Facebook would be easy. At least a few of those users will want what you’re selling … right? Unfortunately, targeting a local market on Facebook is a little more challenging than that.Building a local Facebook marketing strategy is challenging, but extremely rewarding when executed correctly. Here are nine proven Facebook marketing tactics you can use to drive foot traffic, build brand awareness, and increase revenue potential.Free Resource: How to Reach & Engage Your Audience on Facebook9 Tactics for Your Local Facebook Marketing Strategy1. Share ReviewsStanding out can be difficult when you’re surrounded by hundreds of other businesses all vying for attention. The key often lies in using social proof. People trust businesses that can prove what they say is true — especially if that proof comes from a customer.Here are two review tactics we use:Share screenshots of positive reviews from other social sites.Ask customers to share the experience they’ve had with your business.Screenshot positive reviews on sites like Yelp and Google+, and then share them on your Facebook page. Tag the reviewer’s business in your post with a sincere “Thank you,”, or just happily boast that you have the best customers. Sharing screenshots of emails from happy customers works too, just be sure you ask permission first.If you’re just starting out and your business doesn’t have any reviews yet, give your audience an incentive to leave positive feedback. Ask your followers how their last experience was at your business. Offer a product giveaway to the first five people that leave a comment describing why they love your company. Even if you don’t get an official Facebook review, someone will probably comment on their experience. That’s social proof.2. Create an EventHaving a live band perform at your restaurant this weekend or throwing a big sale at your retail store? Facebook events are a great way to notify your followers and generate some buzz for your business. Even if people can’t attend in person, it shows that your business is actively engaged with the community.Creating an event on your Facebook page is easy. First, navigate to the “Events” tab.Select the blue “Create Event” button.Fill in the details:Date and timeEvent categoryEvent keywordsA link to the ticketing websiteFinally, add a compelling photo, and you’re good to go.A few tips to improve the reach of your Facebook event:Add directions or a map to make it easy for people to find your event.Invite up to 500 people.Share your event and/or promote it as an ad.3. Use GroupsGroups offer a wide variety of local Facebook marketing advantages. Some of the best include:Listing and selling productsBuilding a communityEstablishing expertiseNetworkingOffering great customer serviceThe possibilities for creating and managing a group on Facebook are only limited by your imagination. Groups are the perfect place to create a controlled community within your target audience. As the admin of the group, you can approve or reject all posts, accept or block members, and direct the commentary.Groups allow you to build a micro-community that is hyper-focused on the subject of your choosing. For example, a business that sells laptop cases could create an entire Facebook group centered around laptop cases and their various uses, the best kinds, how to determine product quality, and humorous customer stories.4. Share Local ContentOne thing that’s consistent across Facebook is that people love to celebrate local pride. Align your business with famous events, history, people, landmarks, sayings, and other nuances that are part of your city’s identity. Share content from local organizations that captures the essence of your locale and will interest to your audience.These are examples of good local content topics:13 Things Keeping Austin WeirdHow Boston’s “R”-less Accent Became So FamousThe Best Festivals to Attend this Summer in San DiegoMake your Facebook page an extension of the culture and traditions surrounding your location.5. Mention Local Businesses, Events, and GroupsIf you’re looking for ways to build engagement and gain traction, tag accounts that share content which aligns with your audience’s interests. As with all things on social media, tagging can be overdone, so don’t start tagging pages in every post. Rather, choose the ones that will have the greatest impact and provide value to your audience.Tagging is another great way to support local marketing efforts. Build hype for an event your company is hosting using a Facebook live video, or showcase company culture with a group photo at the next conference you attend. One word of caution: if you decide to try Facebook live, write a script. The last thing you want to do is live-stream without a plan.In addition to page tags, groups can also be tagged. This is especially effective when you’re attending industry events or working on collaborations. Athletic wear brands, such as Puma, do an exceptional job promoting their collaborations on Facebook.6. Tag Locations & EventsI’m not talking about tagging your latest check-in at Olive Garden, I’m talking about event marketing, company outings, and business development trips. Manning a booth at Comic-Con? Post a group picture that tags the event and location. Taking the team out for someone’s Birthday lunch? Tag the location and upload a boomerang. Checking out your latest digital billboard downtown? Tag the location and upload a picture.Add some variety to your Facebook page by tagging locations and show off your company’s personality at the same time.7. Run a ContestEverybody likes to win things. There are many different ways to run a Facebook contest. The two most popular include hosting a promotion on a Facebook app or on your Page’s Timeline.Pay close attention to Facebook’s content rules because disregarding them could get your contest shutdown. Here are just a few things you can’t do:You can’t require participants to share a page or post on your Timeline to enterYou can’t require participants to like a page to enterYou can’t require participants to tag themselves in pictures to enterThe list goes on. Review a thorough breakdown of what you can and can’t do when running a Facebook contest here. Helpful hint: even though you can’t require page likes, photo tagging, and timeline posting, you can still encourage the audience to complete those actions.8. Encourage Foot TrafficRetail companies often struggle to make Facebook work in their favor. The biggest problem is getting people online to come into the store. Here are a few tips to start turning Facebook followers into foot traffic that have revenue potential:Create polls and contests centered on popular products and their usesRun regular in-store events your customers are interested inPromote in-store coupons, giveaways, and sweepstakesBuild a shop directly on Facebook where your customers can purchase your productsAlign your page with causes your audience cares aboutThink of Facebook as your marketing email and your store as the landing page. In order to get people from the digital universe to visit your physical business, you need to have a compelling message and offer they can’t refuse. For example, if there’s a large sales conference in town you could create a set of Facebook ads that are focused on the area surrounding the conference center and targets sales professionals over the age of 21. Offer a lunch discount and provide all the details they need to make a quick meal grab before heading to their next session.9. On-Site Promotion of Your Facebook PageTry to convert the foot traffic your business attracts into online brand advocates. Use signage, receipts, business cards, flyers, coupons and more to ask for page likes, check-ins, reviews, and posts on your Facebook Timeline.Here are a few ideas to get you started:Give away a $200 gift card that requires participants to post a picture taken in front of a branded mural, sign, or display that tags your Facebook page.Offer a 20% off discount for everyone who checks-in at your store on a Wednesday.Executing successful Facebook local marketing tactics requires consistent testing and experimentation. What works for a retail business might not work for a restaurant, and vice versa.Take the time to figure out what your audience responds to the best and what generates the most business for your company through Facebook. Successful Facebook local marketing can take time. Be patient, detail oriented and persistent. Don’t forget to share this post! Originally published Dec 14, 2017 1:05:11 PM, updated November 07 2019 Topics:
Running an agency is hard. There are daily growth challenges that need to be overcome. Luckily, you’re not the only one coming up against these problems. We spoke with agency thought leaders and experts about a number of these problems in our monthly webinar series.The HubSpot Agency Expert Webinar Series is a great opportunity for agency owners to learn from thought leaders in the agency space.This monthly webinar series focuses on a variety of topics from agency growth to brand building to sourcing top talent and winning new clients.To help start you off the on the right foot, we’ve compiled agency expert advice from 15 different thought leaders and agency experts. If you want to watch any of the webinars in full, you can find them all here.Click here to register for the Agency Expert Webinar Series to learn more from leading agency expertsThe Best Advice for Agencies in 20181. Michael Gass, Author of Fuel Lines, emphasizes on the fact that a clear plan and positioning strategy are good growth hacks for a successful agency business. “Three things a new business director needs for success – Create a plan, develop a process and have a positioning strategy” (Click to Tweet)2. Lee Frederiksen, Managing Partner at Hinge Marketing, talks about the importance of brand building, reputation and visibility in the market for getting referrals from top clients. “Always prioritize your topics/ terms/ keyword targets not only just based on volume, relevance, competition and seasonality but also their potential profitability towards the business.” (Click to Tweet)4. David C. Baker, Principal at Recourses Inc., advises marketers to refrain from making business mistakes which can ruin the agency’s reputation in the market.”Don’t chase growth without understanding the implications of it” (Click to Tweet)5. Brian Regienczuk, CEO & Co-Founder of Agency Spotter, in this Marketing Trends Report 2018, talks about how agency owners should be aware of seasonal services and how agency selection and search has changed over the years.“In 2018, the top 5 marketing trends are Direct Marketing, Email Marketing, Search SEO/PPC, Inbound Marketing, and Healthcare Marketing” (Click to Tweet)6. Peter Levitan, President at Peter Levitan & Co., says that a smarter pitch is very powerful at fetching more clients.”Pitching your agency is always good since it is an indication that your agency is healthy and exciting, your new business program is working well and makes more profits” (Click to Tweet)7. Jody Sutter, Owner of The Sutter Company, emphasizes the power of storytelling for attracting more prospects.”Always choose the right message, have an organising principle and create an emotional connection” (Click to Tweet)8. Olivia F. Scott, President at Omerge Alliances, talks about best product positioning strategies for building the desired client base.“The best way for agencies to position themselves in this digital age is to understand their brand, service offering, past client experience and deliverables” (Click to Tweet)9. Sharon Toerek, Principal at Toerek Law, speaks about how new agency models can cause legal issues for business owners.“The best legal tools that agencies can include in their work models are Non Disclosure Agreements, Agreements for Freelancers, Collective Participant Agreements, Client Service Agreements, Data Protection Policies, Software-use and originality policies for dealing with remote work issues” (Click to Tweet)10. Don Beehler, Principal at ABC&D Communications, advises business owners on how to craft a PR strategy to drive new business.”The quickest path to increasing awareness and credibility is to become a trusted source for the news media and bloggers” (Click to Tweet)”Identifying the right PR tools to accelerate the process is very vital. Good examples are Help A Reporter Out(HARO), RadioGuestList.com, BloggerLinkUp.com and Google Alerts” (Click to Tweet)11. John Gleason, Founder & President of A Better View Strategic Consulting, talks about best client practices and behaviors that agency must adapt to engage and win more clients.”Clients rely on agencies to accelerate their scalability, provide innovative solutions, add value, solve complexities, speed up processes” (Click to Tweet)12. Kyle Racki, CEO at Proposify, advises marketers on how to increase lead generation and close rates.”The best working model for lead generation for agencies come via word-of-mouth, inbound marketing, outbound sales and partner referrals like HubSpot” (Click to Tweet)13. Drew McLellan, CEO of Agency Management Institute, emphasizes on key mistakes which agency owners make which reduces profitability.“Many agencies struggle with their pricing strategy, it’s not about the dollar amount put on the prices but how the pricing options are presented to the clients” (Click to Tweet)14. Pete Sena, Founder & CCO of Digital Surgeons, discusses the importance of creating an internal culture of content for driving marketing and business development.”An internal culture of content will drive awareness, increase revenue and level up teams in their learning process” (Click to Tweet)15. Doug Kessler, Creative Director at Velocity Partners, talks about the unique concept of honest marketing and its benefits towards building a better brand.”Total honesty surprises and delights customers, signals confidence, builds trust and attracts ideal prospects” (Click to Tweet)In this digital age, running and growing your agency is a tricky business. The HubSpot Agency Expert Webinar Series gives business owners an opportunity to soak up fresh ideas from industry thought leaders and experts to identify new growth opportunities for achieving long-term business success.Register for the HubSpot Agency Expert Webinar Series to find out more about the strategies that have worked well for leading agency experts and thought leaders. Don’t forget to share this post! “8/10 of professional services buyers say they would refer their providers based on good experience and reputation but 81.5% of firms have received a referral from people they have not worked with” (Click to Tweet)3. Aleyda Solis, International SEO Consultant, advises agency business owners to focus on using best SEO practices to stay on top of their game in the digital world. Originally published Apr 5, 2018 7:00:00 AM, updated June 28 2019
In 2012, J.C. Penney stopped promoting sales and offering coupons. Instead, they advertised new “everyday low prices” — which seems like a pretty good idea, right? Except, in 2012, sales for J. C. Penney actually dropped 25%.J.C. Penney found they actually made more money when they raised the prices of their products and then arbitrarily lowered them, calling these “last-minute deals.” People were more likely to buy when they felt like they were getting a special deal, instead of an “everyday low price.”While the example of J.C. Penney might seem bizarre, it makes sense for people like Ms. Fobes, a blogger who runs Penny Pinchin’ Mom. Ms. Fobes told The New York Times she stopped shopping at J.C. Penney when the discounts went away, because, “For someone like me, who’s always looking for a sale or a coupon — seeing that something is marked down 20 percent, then being able to hand over the coupon to save, it just entices me … It’s a rush.”If you relate to Ms. Fobes’ discount thrill, you’re not alone. The rush of finding a deal can often entice shoppers to make more purchases. And, luckily for ecommerce sites, the psychology behind discounts doesn’t just exist for brick-and-mortar shops — it extends to online shopping too with flash sales.Download Now: Ecommerce Planning Templates + KitWhat is a flash sale?A flash sale is a short-term discount or promotion on products offered by ecommerce stores, typically lasting for less than 24 hours. The goal of a flash sale is to entice online shoppers to impulse buy, increase brand awareness and customer loyalty, and compel shoppers to check out other non-sale products listed on the site.Flash sales generate an average 35% lift in transaction rates. Along with increased revenue, flash sales can help your ecommerce business get rid of excess inventory and stabalize your existing inventory. Most importantly, flash sales often drive a large audience to your site and incentivize viewers to purchase non-sale products, as well.To feed your audience’s thrill-seeking appetite and grow your online presence, we’ve created a list of seven easy steps to run a flash sale, along with examples of successful ecommerce flash sales to kickstart your own strategy.How to Run a Flash Sale in Seven Easy Steps1. Determine the goal of your sale:Flash sales enable you to accomplish a bunch of different things, and focusing on a goal can help you measure your success. So let’s narrow it down: do you have excess quantity in one specific product that isn’t selling? Do you want to stabalize your inventory by encouraging buyers to focus on different products? Or, do you want to escalate traffic to your site by providing a discount on a high-quality product? Focusing on a goal can help you pick which products you want to use for the flash sale.2. Choose the right product for your ideal market:While this might seem like a contradiction to step one, it’s important to note you can’t just choose any product you want to get rid of — the product you choose must align closely with your target audience. If you want long-term customers, you need to put a discount on products that encourage the right people to click on your site.3. Promote sale ahead of time:People like to do research and read reviews on products ahead of time, so it’s wise to give your shoppers a heads up before your flash sale is live. This is also a chance to broaden your reach on social media and through email by creating fun countdown emails and social media posts.4. Word it correctly:It’s critical that your discount stand out: saving $5 on a $100 purchase probably won’t attract as much attention as you want, so consider how to phrase your offer for optimal reach. There are two different directions you can take with your wording: “Get $$ off,” which emphasizes achieving a gain, and “Save $$,” which emphasizes avoiding a loss. While this depends on your target audience, in general, people are more motivated to avoid pain, and missing out on a good discount definitely feels like pain.5. Keep time-frame short:The reason a flash sale works is because it spurs impulse purchases and, to quote Ms. Fobes, a “rush.” Make your audience feel the pressure: Three-hour flash sales have the highest transaction rates at 14%, and ideally, your flash sale won’t exceed 24 hours.6. Check your inventory:To get the most out of your flash sale, make sure you have enough of your discount products in stock. Use a logistics company to determine how much you’ll need. You don’t want to sell out of the discount product too early, leaving people with a negative experience of your brand.7. Prepare for shipping and delivery:It will be hard to retain your newfound customers’ loyalty if it takes a month for them to receive the products they purchased. In today’s ecommerce world, where same-day and next-day shipping are typically expected, you’ll want to prepare ahead of time for mass shipping and delivery so you can offer a seamless experience, start to finish.6 Examples of Great Flash Sales1. J. CrewThis flash sale works because J. Crew ties it into a very specific, niche audience: people who sail. If you’re into sailing, this flash sale will incentivize you to check out J. Crew’s discount sailing clothes. It’s a smaller audience, but it’s also more likely to be an engaged one.2. LoftThis flash sale works because of its mystery component. The bright purple call-to-action button compulses buyers to click to find out how much of a deal they’ll get, and more than likely, once they see what they’ve “won,” they’ll check out Loft’s products to use their discount.3. HypeBy offering discount tiers — the earlier you claim your discount, the more money you save — Hype supplies an intense feeling of urgency (Oh, will I be one of the first? Let’s try!). Making your flash sale feel like a competitive game can be very effective.4. Auchan RetailAuchan Retail, a French international retail company, shows multiple children in their flash sale advertisement, indicating there will be a lot of items for sale. This flash sale encourages online shoppers to check out all the products they could get half-off.5. Pottery BarnThis flash sale uses the wording “select dressers,” to increase the desire to click to find out which dressers Pottery Barn means (What if I happen to love one of the discount dressers? I should check, just in case). It also shows an adorable boy sitting on a dresser, inspiring the viewer to imagine their own child using this dresser.6. JetBlueWhen I see this offer, I’m so shocked by the great deal I don’t even worry about where the discount one-way ticket is sending me. The low $15 offer probably isn’t a flight to Paris, but it draws viewer’s attention and provides that much needed rush of thinking, Wait, where can I fly for less than $20? I love to travel, might as well check it out! Don’t forget to share this post! Ecommerce Topics: Originally published Apr 10, 2018 8:00:00 AM, updated August 09 2019