Takeaway: Find out where you customers are hanging out and what technology they are using and target them there. Your inbound markeitng strategy is not about being on MySpace or Facebook or mobile – its about being where you can attract the most customers most effectively. Voters Watching Online Video More Engaged in the Election, Cisco/Compete Survey Finds – NYTimes was tracking peoples feelings – http://blog.clickz.com/081105-165141.html Like HubSpot TV? http://daveibsen.typepad.com/5_blogs_before_lunch/2008/10/mcdonalds-brings-back-the-mcrib-and-is-taking-it-mobile.html Mobile Promotion for a Sandwich Headlines – Twitter #voteReport had what people were seeing – How do you effectively launch a viral video campaign? Julie at www.laserexpedition.com Visits to Obama Site Nearly Double Those to McCain Site in September – Nielsen Online shows that visitors to the web site of Democrat Barack Obama have outpaced those to the site of Republican John McCain by a nearly 2-1 margin. The firm said that unique visitors to BarackObama.com totaled 7.9 million in September, while those to JohnMcCain.com were 4.2 million. Total video streams on JohnMcCain.com were 3.2 million, nearly triple the figure from August. Video streams on BarackObama.com also increase 60% to 2.0 million. HubSpot TV Episode #14 – November 7, 2008 It’s time for change. Dive into inbound marketing. Now (new president, bad economy) is the perfect time. Subscribe in iTunes US Navy Issues Web 2.0 – Takeaway: This election changed how social media is used and people’s awareness of it. This will only increase it’s value and the number of people using it. Don’t be left behind. Takeaway: Does your company have a social media guideline? If not, coming up with one might not be a bad idea. Marketing Tip of the Week – Did all that Social Media work for Obama? (PDF) http://www.nytimes.com/interactive/2008/11/04/us/politics/20081104_ELECTION_WORDTRAIN.html http://www.change.gov/newsroom/blog/ Email List Hygiene – http://blog.compete.com/2008/11/04/election-day-obama-mccain-palin/ 33.5 Million people watched the Obamamercial – http://blog.compete.com/2008/10/31/presidential-election-online-video-viewing/ Forum Fodder Keep your email marketing lists clean! Put a program in place to manage your bounced addresses. http://www.xconomy.com/boston/2008/11/04/obama-voters-text-support-to-locamoda-display-in-times-square/ http://search.twitter.com/search?q=%23votereport Takeaway: People watching online video are more engaged. Start experimenting with online video to try and engage your customers. Mailbag Obama has a blog, will it continue? – Election Recap http://www.webinknow.com/2008/11/us-navy-issues-one-of-the-first-social-media-guidelines-in-the-government-sector.html http://www.nielsen-online.com/pr/pr_081031_2.pdf http://daveibsen.typepad.com/5_blogs_before_lunch/2008/10/obamamercial-pulls-in-335-million-viewers.html Obama text-to-Times-Sq Jumbotron Experiment – The parrot is back! – @gboyle2011 requested that the parrot come back to the show Obama’s site had a 60% rise in traffic the week before the election, McCain’s had just 9% – http://success.hubspot.com/Customer-Discussion-Forum/forumid/97/postid/5349/view/topic Originally published Nov 9, 2008 1:58:00 PM, updated July 04 2013 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
Episode #47 – July 2nd, 2009 Forum Fodder: http://www.areallygoodejob.com How do you get started with YouTube, video podcasting, live streaming, or viral videos. to learn how to use online video to grow your business with inbound marketing. 7 Ways To Develop A Unique Brand For Your Blog Enlist one new person in your company to be a communicator to spread your message. Military Marketing with www.HubSpot.tv in your tweet! karenrubin “The key for communicators is that you need to open the door and pull the curtain back.” : Happy Fourth of July!!! www.InboundMarketing.com Big Websites Start Running Bigger Display Ads. Big Mistake. Intro mvolpe Banner Ads Go Big Time Launching ideas at the U.S. Air Force Marketing Takeaway: Facebook Taking Status Updates Public (A La Twitter) Subscribe in iTunes – Marketing Takeaway: The US Air Force: Armed with social media : Think about using Facebook for business and not just as a personal social network. from Laura Neufelder at Digital Knowledge If the US Military can open themselves up to social media, your company can too! http://itunes.hubspot.tv 24 Hours at Sea on the USS Nimitz “The blogosphere churns Headlines Facebook statuses are headed public…like Twitter One more reason to think about monitizing content through your product and not through ads. “We are not launching missiles, we are launching ideas.” Blog Branding Bonanza Marketing Tip of the Week Karen – 6. Create a better signal to noise ratio &7. Focus on achieving consistency “The real motivation was to providemarketers and agencies with the opportunity to deliver a brandedexperience directly on the pages of these very rich content sites.” Special Thursday episode! Where do I start? Marketing Takeaway: Start blogging now before your competition does to get a head start in the marketing race. Note: Karen says June, but we swear it’s July! The “bet” was that a HubSpotter could trick her into saying the wrong month. Tricky, tricky! Mike – Consistency and Unique Topic “TheOnline Publishers Association yesterday announced that 37 of itsmembers, including juggernauts like The New York Times, Forbes, ESPN,CNN and MSNBC.com are (or are soon going to start) running the new,larger ad units…” Closing “Capt.Faggard says. “I am concerned with how insurgents or potential enemiescan use Social Media to their advantage. It’s our role to provide aclear and accurate, completely truthful and transparent picture for anyaudience.” , @ out nearly 1 million posts every 24 hours” – community where you can post questions, learn about inboundmarketing, meet others, find and post jobs Webinar: How to Use Online Video for Inbound Marketing Marketing Takeaway Doing It Right Reasonablepath: Create a Target Persona, Publish Content, Optimize Content,Promote Content (build network) then think about conversion (offers,calls to action, landing pages) (Episode Length: 20 minutes, 36 seconds) Murphy Goode Vineyard Everyonein the air force is a diplomat and a communicator. Even in thecorporate world, you really can’t have just a marketing department orjust a PR department, you need to understand that everyone should beinvolved in spreading your message. Facebook Becomes Twitterific? Download the free webinar How to interact on Twitter – @ Originally published Jul 4, 2009 2:39:00 PM, updated July 04 2013 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 guest post is written by Paul Gillin , writer, speaker, and online marketing consultant. Catch Paul speaking at the Inbound Marketing Summit in Boston, MA this October. Register with the code HUB200 and get $200 off the ticket price. If you follow social media marketing closely, you’ve probably heard the story of Fiskars , the Finnish maker of fine cutting tools that has used a private social network to dramatically boost specialty store sales. What’s less well-known is how customer communities have transformed the way this 300-year-old company does business.I wrote about Fiskars’ remarkable community of crafting enthusiasts called the Fiskateers in the introduction to my latest book, Secrets of Social Media Marketing. The company has leveraged this group to take its message to the under-utilized channel of small retailers. Reaching these merchants would have been prohibitively expensive if done by a core marketing team. So Fiskars let its customers do the talking. The result: a threefold increase in year-over-year sales.I recently caught up with Suzanne Fanning, Director of Communications at Fiskars Americas, to see how the program was going. In a word, very well. What I hadn’t understood from earlier interviews was the degree to which quality customer feedback comes to pervade everything the company does. The Fiskateers demonstrate why social media should be thought of as much more than just a marketing program.Some basics: Prospective Fiskateers must fill out an application form to gain entry. While the company rarely turns down applicants, this requirement gives members a feeling of belonging. Once you’re a Fiskateer, you’re special to Fiskars.And boy, are you special! When my wife, a hopeless crafting enthusiast, heard about this program, she immediately applied. A few months later, the company invited her to a local member meeting. Some 30 Fiskateers spent an entire day swapping techniques, trying out new tools and generally bonding with each other. Dana came home that day laden down with hundreds of dollars worth of merchandise. It’s safe to say she will be a Fiskars customer for life, and she’s not shy to share her enthusiasm.More Than a WebsiteThe company does plenty of live events at the local and national level to connect members with each other and with Fiskars. Its overarching goal isn’t to sell more scissors as much as to “have that emotional bond with consumers,” Fanning told me. “Customers didn’t have that bond with Fiskars the company, but scrapbooking and crafting is a very personal and intimate thing. We wanted to tap into that and say “We understand. We get you.”The meeting Dana attended was hosted by two Fiskars representatives, one from communications and the other from engineering. In fact, nearly every meeting of the Fiskateers now involves someone on the product development side. The value of the Fiskateers as a driver of product innovation was the great unexpected dividend of the whole program, Fanning said.At first, people on the business side resisted the idea of bringing customers into the product development process. There are competitive concerns, and frankly, engineers aren’t known for inclusiveness.Once the dialogue began, however, that resistance quickly melted. “We started with small projects to make Fiskateers feel like they were giving input and quickly they realized we were getting fabulous insight,” Fanning said. “They really wanted a voice in our company.”Speak, Customer!That voice of the customer now pervades nearly everything Fiskars does. Fiskateers are polled for advice early in the development process and the group has even taken responsibility for naming some new products. Engineers, who initially doubted the value of the community, renamed themselves the “Fiskaneers.”Fiskars now channels most of its first-line market research through the group, saving money and time. It no longer conducts expensive focus groups. Research has shown that the Fiskateers almost perfectly reflect the larger community of crafting enthusiasts.Fanning remembers one product manager who approached her looking for ideas for new shapes to head to the company’s line of cutting templates. Fanning posted the request to the Fiskateers and gathered 70 good ideas within 12 hours.Next LevelWith a hit on its hands, Fiskars is running with it. Some Fiskateers have been qualified as official product demonstrators. A new website now lets members submit and rate ideas for new products. Product managers hold live chat sessions to get feedback. Vendors of sewing machines and magnifying glasses devices have offered to buy advertising on the site.The lesson: social media is about much more than marketing. Anyone who touches or serves customers in any way can benefit from a closer relationship with those people. Recent McKinsey research revealed that a majority of companies that have bought into Web 2.0 marketing are finding benefits in other areas of their organization. Many say social media is changing the way they do business. Just like it has at Fiskars.Not every company can create a community like the Fiskateers, but then again, Fiskars never expected its program to be such a runaway success. Instead of looking for people who were passionate about cutting tools, it focused its energy on people who cared about what you could do with cutting tools. The results were more than a pleasant surprise. The company originally expected to recruit no more than about 200 Fiskateers. It will soon welcome its 6,000th member. Paul Gillin is a writer, speaker and online marketing consultant who specializes in social media. He’s a veteran technology journalist and the author of two books: The New Influencers (2007) and Secrets of Social Media Marketing (2008). Fiskars is an example of the kind of new media success stories the Inbound Marketing Summit will showcase. Discounted Inbound Marketing Summit Pass Marketing thought leaders will converge on Gillette Stadium in Foxboro, MA, October 7-8. Reserve your place at the conference now . Use the code HUB200 to get $200 off the ticket price. Topics: Social Media Originally published Sep 9, 2009 8:15:00 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
Considering it’s such a hub for new activity and fresh content for many websites, your blog is often the first place people will look to see if you’re on social networks like Facebook, Twitter, LinkedIn, etc. Add easy-to-find follow buttons to the sidebar of your blog. If you don’t have a business blog ? email The “About Us” page on your website is another logical place to promote your presence. Frequently visited by new site visitors and often a destination page for media professionals and bloggers looking for more information about your company, products, and services, your website’s “About Us” page is an obvious choice for the promotion of your social presence. 1. On Your Blog: internet marketing strategy 5 Places to Promote Your Social Media Presence but still maintain a social media presence, consider adding these follow buttons to your homepage instead. 2. On Your “About Us” Page: set up. It’s simply because they’re not promoting the presence they have! your business’ social media presence I can’t even begin to explain how frustrating it is to be searching for a specific person, business, or brand in social media only to find that … they’re impossible to find! If social media is supposed to make it easy for your fans, prospects, and customers to connect with you, shouldn’t it be easy for them to find you there in the first place? And a lot of times, it isn’t because the particular subject doesn’t have This might sound odd, but think about it. If someone is willing to Like your Facebook Page and they are also on Twitter and LinkedIn, they’ll likely be interested in your presence on those sites, too. Once you’ve created your social media accounts and optimized your profiles, the next step is to promote them and increase your reach. Don’t miss out on these 5 simple places to promote your presence. It’s as simple as adding social media follow links and buttons, but you’d be surprised how often this low-hanging fruit gets neglected… social media accounts 4. On Your Other Social Media Accounts: Originally published Aug 11, 2011 9:00:00 AM, updated March 21 2013 , consider adding social media logos and corresponding URLs to your profile pages on these sites right onto your ads and promotional materials. This will encourage people who discover you offline to also connect with you online, making for a truly integrated campaign. Topics: 5. On Print Materials: Where else do you suggest promoting 3. In Your Emails: and social media should go hand in hand. Include small follow buttons or links in the footer of your email sends to encourage email recipients to connect with you in social media. If you are the owner of a brick and mortar business and are using print advertising or other materials to complement your These days, Social Media 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: Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Originally published Oct 28, 2012 9:00:00 AM, updated October 20 2016 SEO and Social Media Isn’t it scary how quickly the marketing world is moving these days?Search engines and social networks will roll out a new feature one week, then BOO! They’re terrifying us with a whole new update that requires us to adapt quickly and learn the new rules of the game.These updates might seem like nasty little tricks, constantly keeping you on edge, but we see them as treats just waiting to be uncovered! To help you see the treats inside the tricks, we’ve provided you with a weekly round-up of the top marketing stories of the week. Don’t be scared, just read these top articles and you’ll be prepared for the bone-chilling week ahead!Twitter Launches Gender Targeting For Advertisers, From Marketing LandYou might recall Twitter’s previous update for advertisers in the beginning of September, when they launched their targeting by interest and username for promoted tweets. Now these ad targeting abilities are diving even deeper, giving advertisers the option to target by gender. What’s interesting about this is, users don’t actually need to specify whether they’re a male or female when creating a Twitter profile. So how does Twitter know? Well according to Twitter, the platform is determining gender through public signals, including profile names and the accounts he or she follows. And where Twitter can’t accurately predict the gender of the Twitter account, they don’t, and those accounts are not included in the targeting option. Marketing Land also hinted that Twitter might be looking at certain types of phrases that are generally more common amongst men such as, “What a comeback!” or women including, “My tummy hurts.” Will you leverage this new targeting capability once it rolls out to all advertisers? If you’re interested in learning more, you can read the full story here.Facebook Brand Engagement Grows 896% [Study], From Search Engine WatchHey, remember when Facebook profiles were just a long wall of comments instead of a timeline organized by year? Do you believe that change was made just about a year ago? My, how time flies! In that one year span, Facebook engagement for brands has grown 896%, as reported by Search Engine Watch, and about 25% of that engagement came from mobile. Agile marketers have not only taken advantage of Facebook’s timeline over the past year, but they are also taking advantage of this impressive trend towards mobile Facebook usage. Additionally, Search Engine Watch reported that one in five paid search clicks came from a smartphone or tablet. This just goes to show that if you’re not thinking about mobile marketing yet, you might want to start! To see more intriguing mobile marketing stats, check out the full story here.How to Verify Your Website on Pinterest [New Feature]It’s always comforting to see that little blue ‘verified’ checkmark on specific Twitter profiles, don’t you think? Well, Pinterest is now trying out a similar concept. This ‘verified’ feature is intended to help pinners learn more about each other, highlighting your full website URL on your Pinterest profile. Before this change, Pinterest users would only see a little globe icon as the link to a user’s website, next to all other social media icons. Now, users will see the actual full link with a red ‘verified’ checkmark next to it. Perhaps these signals are a step toward more Pinterest features tailored to businesses. Just note that website verification is not available to all Pinterest accounts just yet, so you might need to wait a bit before seeing the changes on your own profile. To see where and how to verify your own profile, check out the full post here.Uncovering Marketing Benchmarks from 7,000 BusinessesIt’s difficult to know how to grow and scale your business if you don’t have many benchmarks to compare your efforts to. You might be asking yourself questions like, “If I increase my blogging frequency from once a month to twice a week, what impact will I see?” or “How much will growing my Facebook reach improve my website traffic?” Lucky for you, these questions can be answered in two different ways. One option would be to jump in and experiment with your company’s blogging frequency or Facebook reach firsthand, then measure the results. Of course, this will take some time if you want to get a decent sample size for more accurate results. Option two would be to learn from our latest study based on real results from HubSpot’s 7,000 customers. You will see exactly what sort of impact blogging frequency had on these customers, at what number of Facebook Page likes these customers saw a significant boost in traffic to their website. To get a better idea of what you need to do in order to see significant results in your marketing, take a look at the full report here.YouTube Launches InVideo Programming To Boost Video And Channel Promotion, From TechCrunchHave you ever watched a YouTube video and noticed an annotation pop up, explaining a certain part of the video? Well, YouTube just introduced a similar feature where you can include a thumbnail inside the video that you’re currently watching. These clickable thumbnails can be linked to specific videos or entire YouTube channels to help drive more traffic internally. Not only will this feature increase viewership of individual videos, but it will also help to grow a brand’s reach on YouTube and boost channel subscriptions. When you watch YouTube videos, do you tend to click on the “Related Videos” on the side once you’re finished with the one you’re watching? This new feature will essentially create a similar, constant cycle of video viewing. So as a brand, make sure you’re taking advantage of this feature and optimizing your YouTube channel to keep the attention on YOU and not on the “Related Videos” that lead a viewer outside your channel. To read more about this new YouTube feature, check out the full story here.The REAL Benefits of Guest Blogging, From SEOmozHas your company taken part in guest blogging yet? If so, are you doing it the right way and taking advantage of all the opportunities it provides? Guest blogging is often seen as solely a SEO opportunity for link building, but it’s also so much more than that! Hopefully you’re leveraging guest blogging to help build relationships and discover new business opportunities, too. Through guest blogging, you are able to capture a wider audience that you normally wouldn’t have, and develop thought leadership to help you become an expert in your industry. So when you’re contemplating guest blogging for your company, make sure to think outside the box and seek out more than just the link. If you’re interested to learn more about how guest blogging can benefit your business, take a look at the full story from SEOmoz here.What else have you learned from this week’s marketing stories? Share your learnings in the comments below!Image credit: wwarby
Topics: Not only will your press release performance improve, but you’re able to repurpose some of that visual content in other areas of your marketing — like emails, landing pages, social media, and blog posts.The Drawbacks of Using Press Releases1) Press releases alone don’t help your SEO.As mentioned earlier, press releases can help SEO if there is additional editorial content published as a result of your press release. However, despite popular belief that press releases help your SEO, they actually don’t help as much as you think. A recent article quotes Matt Cutts of Google verifying that your SEO ranking in Google will not increase after a press release is posted.Why is that? Because press releases are syndicated for a certain amount of time … but are actually taken down at some point. Even though they are full of keywords and your company’s name, their temporary status online does not lead to any progress in the SERPs.As mentioned before, press releases can help your SEO in an indirect way — by leading to other beneficial press. However, your PR strategy should not depend on them for SEO success. Use them as a means to an end that will get you higher rankings, instead.2) Press releases don’t improve your communication with consumers.Even though press releases may get the attention of a journalist, it is very unlikely that it will reach your target audience (or enough of them to make a difference in your marketing). Consumers like to read information in a way that is easy to digest, and feels more natural — like news stories and blog posts. The press release format takes longer to read, and is often harder to understand without reading a couple times through. In a world with thousands of stories being posted every hour, readers want to be able to quickly understand the story by reading it through a blog post or another form of writing.So marketers, that means in addition to posting your press release, you should make sure the content is somewhere else in a better format so that your audience gets access to it. Instead of promoting your press release through social channels or email, promote your blog post to achieve the same effect of the press release and get your audience the information in the announcement.3) Press releases are difficult to measure.Data is the prime way marketrs can prove success to the rest of their department and company. Unlike other parts of your marketing strategy, however, press releases are extremely difficult to measure, and therefore it’s hard to prove whether or not they are successful. I mean, it’s pretty hard to say “X amount of people viewed our release, and X amount of journalists decided to write about it/not write about it as a result.”Do not rely on press releases to be the way you prove to your boss that public relations is a necessary part of your marketing strategy. Press can be measured in some ways, like how many times your press release was reposted, or referral traffic from the release (if you used tracking tokens in your release’s links), but it’s hard to get an accurate number of just how many leads or customers are generated as a result of your work.4) Press releases are not cost effective.Posting one press release can cost hundreds of dollars, if not over a thousand dollars. Many times they are not picked up by journalists and are simply reposted on other websites. They have become a bit outdated as public relations relies more on building relationships with the media instead of sending out hundreds of emails with press releases to journalists you may not even know.Marketers, instead of spending your dollars on posting press releases to the wire, spend time meeting with journalists, figuring out what they look for before writing a story, and finding out what beat they write about. Building these relationships with the media will end up paying off much more than having a strategy where you simply post press releases onto the wire.What other things are press releases great for — and not so great for — in your marketing?Image credit: Ionics Originally published Jan 14, 2013 9:00:00 AM, updated September 05 2017 Public Relations Are Press Releases Effective?Press releases have become less meaningful to reporters that read them, as more low quality submissions have flooded the market. While still a viable marketing channel, over time press releases have become less favored to other digital tactics that are measurable, scalable, and cheaper.When a marketer sets out to create a public relations strategy, the first move is often to get started publishing press releases. That would have been the most effective way to get out your message and get some press … years ago. However, there are now other tactics that need to be coupled with press releases in order to make them effective.As a marketer, it’s important to know when press releases will benefit your public relations strategy, and when another tool or tactic should be used. There are many cases when press releases are still valuable to use, but there are even more misconceptions about them. We’re going to debunk all of those right now, and lay out exactly when press releases rock — and exactly when they don’t.Download Now: Free Press Release TemplateThe Benefits of Using a Press Release1) It will be picked up by other publications.The purpose of a press release is to get your news in front of as many people as possible. Many companies see success by posting a press release to the wire, where it will be sent out to thousands of publications and ultimately reposted other places online.But how do you really get some attention with this tactic? First, we’ve found that when companies include data in their press releases, it’s even more likely that it will be picked up by other publications. But even more important than presenting your story with interesting soundbites — yes, there’s more to success here than just quality content (gasp!) — you need to get your timing right.According to our own Dan Zarrella’s research, press releases are viewed on average about 275 times during the week:And the media views it about an average of 70 times during the week:The more people, especially journalists, who are viewing your press release, the more likely you are to have it picked up by other publications. So if your goal is to get a lot of views and reposts of your press release, it may be something valuable to include in your strategy, provided you’re timing it right ;-)2) You build links.One of the greatest benefits to including PR in your marketing strategy is link building. Even though an actual press releases does not necessarily help with SEO (stay tuned for more information about that later on), the editorial coverage you get from a press releases will bring great benefits to your SEO. Make sure to include keywords that you want to rank for in your press releases so that when journalists see the release, they may include some of those keywords, themselves — particularly if they pull quotable snippets from you to include in their own coverage.According to an article by Search Engine Watch, there is tremendous synergy between SEO and PR — and hey, we believe it, too. The press that stems from a press release is a boon for SEO managers everywhere, because remarkable actions spur people to create (read: activity that warrants press coverage) tends to spur content coverage. And coverage of your brand often also comes with inbound links back to your website. That means you shouldn’t depend on your press release to do all the work; it might simply be the means for communicating to the rest of the world that more coverage of a story is warranted. You can, however, use press release real estate to sprinkle in important keywords, and include helpful links for readers and media alike.3) They help journalists check information.When you create a press release, all of the information you want journalists to know about your company is in one place. Even external documents, including presentations and research documents, are available in a press release, making it really easy for journalists to find and accurately reference all of the information they need to write their story (about you!).Even when you’re connecting with a journalist by e-mail, and not just putting a press release on the wire in the hopes it will be picked up, include an attachment to a press release to help the journalists out. It makes writing about your company insanely easy, and establishes a good relationship that will help you get future press coverage.4) They refine your messaging.As you’re putting your press release together, you need to make sure you’ve nailed your messaging for the announcement to get maximum exposure. It’s the place everyone will go — both within your company, and externally — to get “the story” and cite important data points. When you’ve refined the messaging of your press release, you’re providing the right messaging for all other content creators to draw upon. From bloggers, to sales reps, to external content creators, everyone will be speaking about your brand with a unified message that’s set forth during the drafting of your press release.5) The best press releases provide content for other marketing channels.The content you should include in press releases is pretty standard from release to release: an opening paragraph giving more information on the story; background information on the company; quotes from employees; and, of course, your boiler plate at the end. But then there’s the extra stuff that takes a press release from typical to rock-star status. For instance, the previously cited research from Dan Zarrella shower that if you can provide links to videos and embed pictures in the press release, that increases engagement by about 18% for photos and 55% for videos. Don’t forget to share this post! 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Topics: Social Media Video You’ve heard the saying over and over again, but it still holds true: Content is king. Whether you’re creating a blog post, infographic, tweet, or even a PPC ad, creating content that people naturally want to consume will help you attract visitors, capture leads, and convert customers. This week, this saying held especially true in the world of inbound marketing. From Facebook’s new video advertising offering to Q&As with industry experts on Klout, this week’s roundup will fill you in on all things content-related on the web. Oh, and Happy Mother’s Day! ;-)Facebook Rolling Out Video Ads to News Feeds, From AdWeekOver the past few months, Facebook has been making some major moves with its social advertising platform. And the social network’s latest move doesn’t surprise us in the least: Facebook will be rolling out video ads in users’ News Feeds as soon as July. A few big brands including Ford, Coca-Cola, and American Express, are expected to participate in the first round of testing. For the time being, advertisers will only be allowed to choose among four different demographics to target.The 15-second ads will most likely appear to the side of the News Feed, on auto play, and muted by default with the option of unmuting. We’re still not sure yet if this new feature is good or bad news for marketers. While the new ad format opens up more opportunities to attract visitors and generate leads from Facebook, it could potentially alienate Facebook users. Many users complain that their News Feeds are already a bit cluttered with sponsored posts and pages — this new advertising format could add to the fray. That being said, it’s still too early to give the new ad format a yay or nay. Depending on how Facebook plans to moderate the number of ads per News Feed, these video ads could either turn the platform into an ad-filled mess or an effective ad-serving platform. Read more about Facebook’s video advertising options at Adweek.Google Launches YouTube Trends Map to Show the Most Popular Videos Across the U.S. in Real Time, From The Next WebAs you probably know by now, we love data — and the new Trends Map for YouTube melts our heart. Although it’s still in its infancy, the new Trends Map shows the most popular videos across the U.S., broken down by viewer age or gender. The map gives marketers a nice visual representation of how viral videos are shared and received across the country in real time. The videos that make it onto the map are chosen based on the number of shares by users, or total number of views. In addition to the map, marketers can also examine the popularity of particular videos based on certain demographics.For marketers, YouTube Trends Map is a great place to find relevant data on which videos go viral and why. Right now, the Trends Map only displays demographic information, but once there is more robust data available, it could be an incredibly powerful tool for marketers. Still, YouTube Trends Map can help marketers find engaging content to share with their followers, discover viral videos to newsjack, or even create a viral video of their own. Read more about YouTube Trends Map and what it means for marketers at The Next Web.YouTube Paid Subscription Channels Set to Launch Soon, From Marketing LandIt’s been a busy week for YouTube. Not only did the company recently release YouTube Trends Map, but it also started rolling out paid subscription channels offering premium video content. Besides providing a potential new revenue stream for YouTube, these paid subscription channels could attract a different type of audience who is concerned with the quality of the videos he or she watches rather than the quantity of videos available. The premium subscription is planned to compete with other premium video services such as Amazon, Hulu, and Netflix. With as many as 50 subscription-based channels at the time of launch and fees as low as $1.99 a month, this could be a great alternative revenue stream for YouTube.What marketers should know is that this new move will open up a number of advertising opportunities for companies looking to place ads in higher quality content. Even though its user-generated videos have been an effective way of serving ads, some marketers are looking to pay for TV–like quality. The new premium subscription channels could open up a whole new demographic of users for marketers to target with higher quality ads on higher quality videos. Read more about YouTube’s paid subscription channels at Marketing Land.Traditional Turned Inbound: Reimagining 5 Iconic Ad Campaigns From the Past, Free Ebook From HubSpotSometimes, it boggles our minds how much things in marketing have changed in the last 60 years. Some of the most iconic advertising campaigns happened before we had social media, precise ad targeting, or even the internet. Thinking back got us thinking — what would an iconic advertising campaign from the “Mad Men” era look like today? Based on advice from current marketing experts, our new ebook explores how today’s marketers could execute those iconic ad campaigns to get the same impact they had in past. Get ready for a dive into the history of marketing and advertising, and download the ebook today!Klout Gets Into the Q&A Business by Launching Klout Experts (With Help From Bing), From TechCrunchThe popular influence-measurement startup is launching a new program built around industry “expert” Q&As that influencers can use to boost their street cred. Klout is asking users who are influential about certain topics to answer questions in 300 characters or less, allowing Klout to enter into the content creation space. Klout will also be working closely with Microsoft to ensure that relevant answers to questions will appear in searches on Bing.Marketers should see this as the perfect opportunity to boost their SEO on Bing. The program isn’t open to all users just yet, but if you’re one of those influential marketers on Klout that happens to be asked a few questions, answer them, and let Bing do the rest of the work. This might be a great way to establish yourself as an industry thought leader and promote your social media presence through quality content. You may even increase the ranking of your other content online. Read more about Klout and what it means for inbound marketers at TechCrunch.What were some of the top marketing stories you heard about this week? Originally published May 12, 2013 9:00:00 AM, updated February 01 2017 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
Gary DeAsi, Marketing Operations Manager, SmartBear Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Originally published Jun 12, 2013 12:30:00 PM, updated October 30 2019 Pain: Improving Your Long-Term Email Marketing Strategy With A Single EmailSolution: A/B Test Every Email You SendThe “problem” with every email you send is that it depends on a variety of factors for success. Did you see dramatically impressive results because of the subject line or the call-to-action copy? Did the email totally flop because of the visual employed or the length of the actual message?Unfortunately, you won’t be able to solve these questions immediately. And you can’t magically create a plan for long-term email success in one day. This makes it difficult to pull out a trick from your back pocket when you’re in the need for a quick email win. That’s where A/B testing comes in. A/B testing can benefit the overall growth of your email marketing channel by providing you with bits of insight every day. Every email you send without an A/B test is a lost opportunity for growth. It’s also a lost opportunity to remedy future email campaigns.Try creating a backlog of A/B testing ideas that you and your colleagues can continuously add to. You can then pull from this list every time you send an email to ensure you’re benefiting your long-term email strategy with some insight from your email audience. For example, in 2011, we conducted a test to see if including a personal name in an email’s “from” field would increase email clickthrough rate. In the test, we saw that the control (From “HubSpot”) had a 0.73% CTR while our treatment (from “Maggie Georgieva, HubSpot”) had a 0.96% CTR — the personalized “From” field was a clear winner with 99.9% confidence.That one test has now served us through our email marketing strategy as a whole.”A/B testing is a critical part of improving email results over time, and each email you send is an opportunity to test some element of your campaign. I keep a backlog of these elements to test so I have something in mind every time I’m ready to sit down and create an email.” Ellie Mirman, Head of Marketing, Mid-Sized Business, HubSpot Laurie Cutts, Director of Marketing, Nanigans Pain: Overseeing a Tiny Mistake in a Huge PromotionSolution: Create an Approval Process or ChecklistOh the joy of clicking “send” on an email. You’ve dedicated time to the message, the layout, the call-to-action, and every detail in between. An hour later, you get your first response. YES!, you exclaim in joy, only to learn that your email didn’t include social share buttons for people to spread the content.Whether it’s forgetting to include social share buttons, specify a suppression list, or a good ol’ typo, tiny mistakes like this can give you a big, unnecessary headache. You can resolve this by either having an approval process in place for your emails, or by simply creating your own email checklist. The checklist option is more tactical, including elements such as sending to the right list, selecting the correct suppression lists, ensuring all hyperlinks work, and proofreading all content in the email.”In many companies, there is an approval process before sending an email. Certain people need to write copy, others design the email, and others need to review and approve before it goes out the door. Because of this, email can get stuck in circles, or, a marketer is rushing at the last minute to send something out. To ensure that the email creation process goes smoothly, set up a brief process document that everyone has visibility to. Also, let other knows that in order to send out email, requests and deliverables need to be given X amount of days in advance.” Email Marketing Jenn Schlick, Product Designer, POP-Market Planning email marketing campaigns can be, well, a pain. As much as you may love your job, it can still become tedious and difficult to plan email campaign after email campaign. And what happens when you have more emails on your plate than you can manage?I’d guess that a crafty little outbound devil comes and whispers into your ear a slew of easy tactics to get your message out …”Just buy a new email list and send them the same message you sent last week!””Design doesn’t matter — just throw in some words and ship it!””Segmentation takes up too much of your time … just send the same email to everyone!”Click here to download our free beginner’s guide to email marketing.While these aren’t exactly the best tactics … I understand (even as an inbound marketer) how tempting it can be to take the easy way out.So I turned to some of the best email marketing experts I know to get insight into the tips and tricks they’re using to make email marketing awesome and as pain-free as possible. Below you’ll learn about the various problems or pain points they’ve admitted to encountering, proposed solutions for each, and personal insight into why those solutions are valuable for them.Pain: Generating the Necessary Clickthrough and Open Rates to Meet Conversion GoalsSolution: Segment Your Marketing Messages There’s a variety of data around specific trigger words and character counts that help your email open and/or clickthrough rates. According to Experian, including the word exclusive in email promotional campaigns boosts unique open rates by 14%. But if you’re looking for a consistent method for generating the necessary open or clickthrough rates, you can’t simply manipulate your email copy to include a specific word each time. It’s repetitive, uninviting, and frankly not always true for the actual message or offer at hand.Segmenting your emails is a friendly, lovable way to attract the clickthrough and open rates you’re longing for. In fact, data from HubSpot Social Media Scientist Dan Zarrella shows that marketers who segmented their email database into 2-6 lists saw an 8.3% email clickthrough rate, as opposed to the 7.3% clickthrough rate seen by marketers who used a single list for all their email marketing.”For any evangelical inbound marketer, the benefits of any marketing email should be twofold. The recipient should receive something of value and directly in line with their needs and interests, and I, as the marketer, am looking for a certain percentage of clicks and opens in order to meet traffic and lead conversion goals. By utilizing list segmentation, I can send more targeted emails only to the contacts who have displayed previous interest in a certain topic or offer, therefore greatly increasing the likelihood of an email open or click. Most importantly, I’ve introduced context into the equation, greatly increasing the likelihood of a relationship.” John Bonini, Director of Marketing, IMPACT Branding & Design Pain: Mobile Friendliness Solution: Keep Your Emails Clean With a One-Column LayoutA Gartner study revealed that 74% of smartphone owners use their devices to check their email. Clearly, your emails need to be mobile-ready for the mass population of smartphone users.When it comes to mobile optimization, the immediate thought is to either invest in a mobile application or use software that automatically configures your content for email. While both are beneficial solutions, and the latter is oftentimes critical, having even just a clean email message can help drastically.Mobile users expect information to be delivered in a way that is clear, concise, and to the point. The best way to accomplish this is by sticking to a one-column template, since this format will more easily adapt to multiple screen sizes. Oftentimes marketers use multi-column templates and fancy formatting to capture reader interest. But all this usually does is distract the reader and create an uninviting mobile experience.”Consumers now interact with their email on multiple devices, so it is critical for marketers to deliver a consistent experience across all channels. This will improve the customer experience as well as conversion rates.” Jessica Meher-Quirk, Head of Enterprise Marketing, HubSpot Sarah Goliger, Inbound Marketing Manager, HubSpot Everything You Need to Send the Perfect EmailIn addition to curating the insights above, I spoke with a handful of email marketing experts at HubSpot to dive deeper into how I, as a content strategist, could create something that would benefit their email marketing lives. I invited these experts to a brainstorm meeting during which I posed questions about what would make their email marketing lives easier. This brainstorm unveiled endless opportunities to support email marketers of the world, ultimately leading to the creation of Marketing Box.Marketing Box is a free, virtual package of all the templates, tunes, and training you need for email awesomeness. You can learn more about it, and the science behind it, in the SlideShare below and download it to use as your own resource here. Here’s Everything You Need To Know About Sending The Perfect EmailWhat other email pain points have you come across? How do you alleviate them? Share in the comments! Pain: Lack of Time to Create Emails From ScratchSolution: Clone Old Emails & Update With Fresh Copy, Subject Lines, Etc.Time seems to be the pain point for, I don’t know, everything? But when it comes to email specifically, according to BTOB Magazine, 49% of B2B marketers spend more time and resources on email than on other channels.One of the easiest ways to save some email creation time is to clone existing emails. I know — you’re probably thinking this is a pretty cheap tactic. We’re not saying you should simply resend the same messages, but rather use the same solid foundation you’ve already built to create future email messages. For example, image placement in many email service providers is incredibly more efficient when you simply drop a new image in place of where an old one was, versus dropping and resizing and/or reformatting a new image.”As marketers, we just don’t have the time to always be starting from scratch. If I need to put together an email quickly, I’ll find one that I’ve already sent that uses the template I want, and update the copy, images, and links. This way I don’t have to deal with tedious formatting, and it’s ready to go much sooner.” Topics: Pain: Running Simultaneous Email CampaignsSolution: Create Static Lists to Keep Track of Every Campaign Gary DeAsi from SmartBear Software says that email can quickly become a juggling act when you have to keep track of which leads receive which emails, which leads have been touched recently, and which leads have not been touched in a while. Many times leads will belong to multiple segments, so they may qualify for several email campaigns in a given time frame. When you’re running many simultaneous email campaigns and using filters to suppress leads who have already been sent certain emails within certain time frames, this can cause your marketing automation system to take much longer to calculate your inclusion lists and get your emails out, and it’s a real pain to keep track of manually. This problem can be solved by creating smart and static lists. You can do this in a number of different ways, but two common ways is by asset and by time frame.For example, if you were sending out an ebook to a segment in the first week of a given quarter, you might create two lists. One that “was sent ebook A” and one that “was sent email in week 1.” Now you have to ensure that any leads that get sent that ebook are added to static list number one, and any leads that are sent an email that week are added to static list number. Then when you go to send that ebook out again in a future email campaign, simply add a filter that suppresses any leads that are a member of list number one, and when you send out more emails that week, add a filter that suppresses any leads that are a member of list number two.”Creating static and smart lists will allow you to ensure leads are not sent the same piece of content multiple times, and are not touched multiple times within a given time frame. If you try to accomplish this using filter logic, it will take the system much longer to calculate, whereas with static lists it is a simple true/false statement. This trick will help you be really granular, timely, and precise when managing multiple email campaigns simultaneously, and you will also notice it comes in hand down the line for reporting.” Pain: Designing Emails When You’re Not a DesignerSolution: Use Pre-Built TemplatesAs we’ve already discussed, time is a much-needed resource when it comes to email marketing. And while you may be trained in how to use your diction to properly position and promote your message, you may have never received the opportunity to learn the design component.That’s where pre-built/pre-designed templates can be extremely valuable. By having a set of email templates at your disposal, it allows you to “drop in” your core content and prepare a professionally built email much faster than if you were to outsource design or let design live in a silo outside your immediate team. Consider hiring a designer to build a series of templates that work with your email software, and have those ready in your back pocket for future email sends.”Designing email campaigns can be a source of both pleasure and pain for marketers. The pleasure comes from laying out your message in an appealing format for your readers to enjoy. But time and resources can be a pain. In the end, your team should have a design-driven framework to tell a story. The bones of a campaign come from a template, but the meat still comes from the marketer.”
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 Most of the time when I’m reading about marketing, I like to actually learn something I can take away and implement. While I certainly appreciate pontification about industry trends and inspirational thought leadership pieces at times, the content I truly find valuable is content that helps me do my job better. So this week, I put the HubSpot content roundup together with content that I know could help me — or any other marketer — do our jobs better. Hopefully, you’ll learn a thing or two that’ll make your job even easier this upcoming week! Let’s get a’learnin. How to Write an IntroductionOne of the things lots of writers struggle with — myself included — is writer’s block. You have a great blog post, ebook, or webinar idea and know exactly what you want to talk about in the body of your content … but you can’t seem to get the intro flowing. Well if that’s been you, you should definitely check out our Quick Tip to writing captivating introductions. With just three components, you’ll be banging out an intro and saying goodbye to writer’s block in no time.How to Use Pinterest for BusinessEven though Pinterest has been a hot social network for a while now, lots of marketers still haven’t jumped on the bandwagon. To get a comprehensive overview of the social network check out our Introduction to Pinterest for Business. We’ll answer questions like: What jargon do you need to know? How do you even sign up for an account? Will the social network help your marketing at all? So go on, download the ebook and get ready to pin!9 Do’s and Don’ts for Creating Outstanding Facebook Cover Photos [+Free Templates]One of the first places people look when they visit your Company Page on Facebook is at your Cover Photo. They can’t help it — it takes up almost a quarter of the page. So you want to make sure you’re making the most of that incredibly valuable real estate. Check out these nine do’s and dont’s for creating effective Cover Photos, and then get started making your own with our free social media cover photo templates. How to Convert Casual Blog Visitors Into Dedicated SubscribersIf you’ve been blogging for your company for a while, you most likely have the business blogging basics down pat. You’re writing effective blog posts, designing gorgeous calls-to-action, and racking up the social shares and comments … but you want to take your blog to the next level. You want your business blog to make a serious impact in your marketing results, but aren’t sure how. Look no further than our latest blog post on converting casual blog visitors into dedicated subscribers. Brush Up on Your Marketing TriviaLast but certainly not least, we have some fun content to help you learn about inbound marketing. Whether you’re an old pro who wants to teach your team about inbound or a newbie writing your first blog post, you’ll have a blast playing the Marketing Trivia game. In the game, we’ll walk you through each element of inbound marketing — and once you’ve finished, you can brag all you like on Twitter at #MktgTrivia. Click here to download the game, and then read up on the rules in this blog post. And that’s it for this week! What HubSpot content did you like this week, and what content do you want to see in the future?Image credit: Gibson Claire McGuire Regester Pinterest Marketing Originally published Sep 8, 2013 8:00:00 AM, updated February 01 2017
I once went to a marketing conference. I don’t remember the name of it.What I do remember is that some smart person presented about the difference between B2B and B2C marketing. Smart Guy said, “B2B is still P2P” (meaning person-to-person, not peer-to-peer illegal downloading ;).The thing is, I don’t remember his name either, so I can’t give him credit. Now, I like to strut around the office poofy-chested and pretend I came up with it … though at the time, I was placing palm to forehead and wondering why I wasn’t the cool person who strung those four words together. It’s so simple. Yet a lot of us B2B marketers still get hung up on what to say and how to act in social media. It’s as if selling to people who work at companies somehow regresses our interpersonal skills. It shouldn’t. There really isn’t that much of a difference, and we can rejoice knowing that we can continue going about business both online and off just as if we were speaking to one another — in person — over a BBQ frisbee and some iced tea at California Pizza Kitchen. And we’ve seen first hand how successful you can be on social media if you think of B2B like P2P. The HubSpot Facebook Page has amassed over 570,000 fans and generated 190,000 leads, and we’ve done that by focusing on people. We’ve also learned a few things along the way about what types of content to create and share on Facebook to generate those fans and leads. But you know how this whole inbound marketing thing works — you share your secrets with your audience. So that’s what we’re gonna do today. Take a cruise through the SlideShare presentation and blog post below to see what secrets we’ve uncovered. And, if you want to get your own copy plus a printable tip sheet, click here. Facebook Marketing Topics: Originally published Sep 30, 2013 8:00:00 AM, updated July 28 2017 5 Simple Secrets to B2B Lead Generation on Facebook from HubSpot All-in-one Marketing Software1) You Don’t Need a Facebook Strategy. You Need a Content Strategy.At HubSpot, we create content like blog posts, presentations, templates, and ebooks that aim to make the jobs of marketers easier. All this content creation arms our social media manager with a library of resources to promote in unique ways on Facebook. Without all this helpful content, we’d simply have nothing interesting to post or advertise on Facebook, and we sure as heck wouldn’t generate any leads! You can’t play Scrabble without any letters, now can you?2) To Generate Leads, You Can’t Only Post Lead Gen Content.It just doesn’t work. The key to generating leads on Facebook is to post a variety of content that will sometimes address goals other than generating leads or driving sales. Aiming for “fluffier” goals like reach, awareness, buzz, customer satisfaction, and engagement (comments, likes, shares) are just as important as rigid lead gen or sales goals. They’re the stepping-stones to what you really want: more business. That’s why a balance is so important. No eyeballs –> no clicks –> no leads for you. 3) Have a Non-Lead Gen Goal for Every Post.Although our ultimate goal on Facebook is to generate leads all the leads all the time, we have immediate engagement goals for each post we publish, and those goals can vary. You can’t always address them all with one post. Sometimes we really want to encourage comments because we want feedback. Other times, we may strive to for a high volume of shares because we want a particular message to spread as far and wide as possible. We first focus on those eyeballs –> then we get those clicks –> then we get those leads. 4) Whatever You Do, Don’t Skimp on the Visuals.We may not always be sure what we’re posting will incite the interaction we desire, but one thing can be sure of is we’re better off posting a photo as opposed to a link, video, or plain ol’ status update.In a recent 30-day experiment, we found that the click-through rate of posts containing photos is 128% higher than the CTR of posts containing videos or links. We also know photos on Facebook generate 53% more Likes than the average post. That’s why, no matter what we’re trying to communicate, we try to do it visually. If our social media manager doesn’t have a pre-made image to work with, doggonit she’ll spend the time creating one or she’s banned from the beer fridge!5) Oh Yeah … You Probably Gotta Advertise.The people who “Like” our company already know about us, but that doesn’t mean they even know what we sell, or that they’re ideal future customers. Even though we’re approaching 600,000 fans, only a fraction of those people actually have the need and authority to buy our all-in-one software.That’s why we also pay to reach marketers who fit our target and are not yet connected to our page using various types of Facebook ads. But even though we advertise, we’re not advertising our software. We’re advertising all that helpful content we created. Jay Baer calls this pro tip “marketing your marketing.” You’re gonna wanna do that.These are just a few tips we have to create engaging Facebook content for B2B brands. Want to get more resources so you can do it yourself? Click here to download our presentation above and a printable tip sheet to help you produce engaging content every time you post. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
Improved Brand Image71% Benefits Percentage of Respondents Better Communication78% Building Better Connections With:Percentage of Respondents Better Leadership45% Other31.4% None of the Above5% Sources:http://www.go-gulf.ae/blog/ceo-social-media/http://ceo-positions.blogspot.com/2014/03/why-ibm-was-wrong-social-ceo-isnt-more.htmlhttp://www.forbes.com/sites/markfidelman/2012/05/22/ibm-study-if-you-dont-have-a-social-ceo-youre-going-to-be-less-competitive/ Additionally, CEOs who participate on social media are able to build better connections and a stronger network. These connections can turn into customers, partners, or employees down the line.Better Connections Made From CEO Participation in Social Networks Improved Company Morale45% There’s lots of up-side to social media. Better communication, better branding, more customers, more transparency. Maybe there are CEOs out there who don’t want all that. I’ll assume most want it if it’ll benefit their businesses.Learn How to Be a Social CEOWhether you’re brand new to social or looking to spice up your game, HubSpot CEO Brian Halligan will be divulging his secrets to being a strong social leader in a special webinar: The Rise of the Social CEO. During the free webinar you’ll learn:The top CEOs on social and how they do things differentlyCommon mistakes executives make on social and how to avoid themHow to optimize and amplify your social presenceYou can register for the webinar here. You won’t want to miss it.Remember — deciding not to invest more in social may not hurt you. But it will certainly help your competitors. Your choice. Topics: More Transparency64% Brand Management Everyone’s doing it. Tweeting. Following. Friending. It feels like the entire world and their grandmother is on social media. Everyone except for Chief Executives, it seems.Yesterday a colleague told me only 1 in 5 CEOs have a social media account. [Tweet This Stat]”Really?” I thought. “Hello, it’s 2014!” But then I Googled it. Sad, but true.Not only that, only 50% of CEOs have a personal bio on their website. Fewer have one on LinkedIn. It’s as if they have something to hide.Out of all the people within a company that should be most present where millions of customers, prospects, suppliers, shareholders, and employees interact, you would think the head honcho would be one of them.It appears that for most CEOs, their social media strategy is to ignore it entirely. And it’s not just the CEO. Many corporate executives seem to be pulling a Ferris Bueller on the socialphere.Bueller? Bueller? Anyone?And then I thought, so what? CEOs are too busy to be tweeting. Plus, their industry isn’t on social anyway. And ROI can’t be measured. And it’s too risky. Actually, it’s really just for young people. Or the marketing department. Yep, social is no place for a CEO.BS. Those are all lame excuses.The truth is, CEOs can’t afford to ignore social media. Not in today’s world. When CEOs choose to resist social media, they fail to realize that their absence not only impacts their personal reputation but also that of their brand’s. According to a recent post by enterprise marketer Lindsey Gusenburg:”There is a growing expectation from consumers and employees alike that the leaders of companies, large and small, should embody the brands they represent — and demonstrate that commitment by being visible and accessible on social media.”Social media isn’t just about tweeting or Facebooking. It’s not about hopping on the bandwagon. It’s not about hanging with the cool kids.It’s about transparency and trust. Social is branding.When CEOs choose not to be social, that transparency and trust suffers. It doesn’t matter what industry you’re in or what audience you sell to. Are Brands With Unsocial CEOs Less Competitive? Awhile back, Forbes published an article stating, “If you don’t have a Social CEO, you’re going to be less competitive.” Is there actually a negative impact to being socially left out? If a brand has a strong following on social, why does the CEO need to follow?While the article has a valid point, not every CEO agrees. According to an interview by author Susanne Mueller Zantop;”Sebastian Thrun, co-founder of Google X and the person behind Google Glass told me recently that he thinks the job of a CEO is fundamentally antisocial. Politicians and celebrities can measure the advantages of their social engagement. They need fans. CEOs don’t need fans.”Well then, if the CEO doesn’t need fans, than neither does their company.49% of corporate reputation is attributed to how people view the CEO. [Tweet This Stat] Not a fan of the CEO? Might as well say goodbye to half of your business (okay, a little drastic, but you get my point).In fact, among the 50 top-performing companies, 72% of CEOs are active on social media. Not quite causation and correlation, I agree, but interesting nonetheless.Additionally, according to various studies and reports:82% of consumers are more likely to trust a company whose CEO and leadership team engage on social media. [Tweet This Stat]Half of consumers believe CEOs who don’t use social will lose touch with consumers. [Tweet This Stat]78% of employees want to work for a CEO who engages on social media. [Tweet This Stat]81% of employees consider social CEOs better leaders. [Tweet This Stat]93% of employees feel social CEOs are better equipped to handle a crisis. [Tweet This Stat]CEOs and corporate execs are the face of their brands. Richard Branson (4.6M followers), Arianna Huffington (1.52M followers), Elon Musk (638K followers) are all great examples of CEOs who have built their businesses from the power and influence of their social presence. Social media helped project their ideas and their products to a community of millions. Fans on social listen. They engage. They share. They communicate. No expensive ad campaign or clever marketing message will do that.The Benefits of a Socially-Strong CEOAccording to a survey by BRANDfog, they’ve uncovered some of the primary benefits to why CEOs should get social: Major Benefits of CEO Participation in Social Networks Investors66.3% Originally published Apr 29, 2014 3:00:00 PM, updated February 01 2017 Customers89.3% Employees84.7% Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Think of the number of new posts entering our social feeds every hour, the number of search results that appear for each query we type, and the number of blog post headlines we skim through each day. How do people choose which ones to click on and which ones to ignore?In an overcrowded market where everyone has the power to create content, it’s really difficult for marketers to get an edge — we’re all competing for our message to be the one that catches our audience’s eye and makes them click (and hopefully eventually become customers).This data-backed infographic from Uberflip tells us why word choice is so important, and which words are most likely to convert today’s consumers. Take note of the words it suggests, and be sure to try them out in your next tweet or blog post headline!Download 6 Free Blog Post Templates Now1K+Save Topics: Social Media Campaigns Originally published Aug 7, 2014 2:00:00 PM, updated August 29 2017 1K+Save
Originally published Aug 29, 2014 9:17:00 AM, updated February 01 2017 Google Updates 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: First it was Authorship photos. Now, it’s the whole shebang.Yep, that’s right — Google Authorship is over. According to a Google+ post yesterday by Google Webmaster Tools’ John Mueller, Google is removing authorship results from search and won’t be tracking the rel=author tag data anymore (it’ll be treated like any other type of markup on your website, and “won’t cause problems,” according to Mueller). And the changes seem to be immediate. This search used to return results that looked like this (pre-Authorship photo removal):Now results look like a throwback to 2011:But search results won’t be exactly like they were in 2011. Users will see Google+ posts in the main results and in the sidebar from their connections — and the results seem to look very similar to the Authorship design:On the “Death of Google Authorship”, note Google+ posts still get both ‘authorship’ and author photos (brands too): pic.twitter.com/p9yFLSA919— dan barker (@danbarker) August 29, 2014Many of us are wondering what gives, Google. Why would the search giant do away with Authorship? Why Is Authorship Going Away? In Mueller’s post, he says the reason Google Authorship is getting the boot is because of users. Apparently it wasn’t that helpful for users, and even ended up distracting them. And according to their tests, “removing Authorship generally does not seem to reduce traffic to sites. Nor does it increase clicks on ads.”Mueller got more specific about what went wrong with Authorship in a conversation with Search Engine Land. From three years of test data, Google found two main reasons to ax Authorship:1) It had low publisher and webmaster adoption. In the link above, Search Engine Land showcases some original data around Authorship adoption. They found that lots of people still weren’t using Authorship, or if they were using it, it wasn’t set up properly.But if you’ve ever set up Authorship, it makes sense. Though there were some easy-to-use tools to help you set up Authorship, if you didn’t have those tools, it was a hassle and a half to get it set up. As a result, lots of people didn’t set it up properly — or at all. 2) Users didn’t find value in it.Besides being hard to set up without the right tools, Authorship wasn’t getting the results Google hoped. When they announced the removal of Authorship photos, Google said that there was little effect on clickthrough rates with Authorship photos removed. The combination of low adoption and low impact on search made it clear to Google that Authorship as we know it should go … but that doesn’t mean you’re going to stop seeing photos in search anytime soon. Authorship for Google+ Instead?Frankly, the most interesting part of this whole story is that Google+ posts from your connections will now look like Authorship did — so this change might be an aggressive ploy to get more and more people on Google+. With people trying to get any edge in the rankings they can, some people may default to ramping up their Google+ presence in the absence of Authorship.So what should you do? Should you be doubling down on Google+ in the hopes of some more traffic to your site?The biggest thing I’d urge you to do is to not panic. This does not spell the end of SEO. This does not mean your site is suddenly going to tank in the rankings. It just means that you have to tweak your marketing activities.Maybe you’ll ramp up your Google+ promotions and presence, but the core of your marketing will stay the same — creating content people love on your website. Like with any other distribution platform, Google gets to make — and change — the rules of its platform. But if you’re focusing the majority of your time on building your marketing for your audience, and then making smaller changes as social networks, search engines, and distribution platforms change their algorithms, you’ll weather the storm just fine.
Product Marketing Topics: Pictures of products are great for showing customers what they’re considering giving you hard-earned money for. Still, a picture can’t tell the whole story. Sometimes only words can do that. If you’re skating by with minimal product descriptions, you may be earning minimal profits. Here are a few hints to help you boost your bottom line.Download Now: Free Product Marketing KitConsider Your BuyersWhat do your buyers find most important? Will they be more likely to buy if you focus on the status they’ll acquire when they purchase your products, or are they more pragmatic? Is a fun and quippy product description going to catch their eyes, or do they prefer just the facts? If you write with your buyer personas in mind, you’re more likely to reel them in.Write Something… AnythingSure, the manufacturer provides a succinct product description, complete with product numbers, sizes, colors, and other pertinent details. A lot of ecommerce companies only post that, to their detriment. Keep in mind that other online stores may work with the same manufacturers, which means they might post the exact same descriptions. You should augment the description, instead of simply posting what’s provided. Tell a StoryWhether that story is a few simple words or a couple of paragraphs, your buyers want to read it. They want to picture themselves with that product, enjoy the benefits and the stares of envy. And you? You want to make sure every word you write supports your brand and continues to share your vision. A story is the only way to connect with your buyers.Get DetailedKeep in mind that people may search for specific items by various terms, including product numbers, colors, sizes, and even materials used in production. You should share any and all information within your product descriptions, and consider sharing that information again in another tab. The story is important, but so are the minute details.Avoid FluffIt’s not easy to tell a story without putting in all sorts of frilly language, but you must resist. If you include information that can’t be substantiated, such as “exceptional quality,” your buyers will not be persuaded. Instead, focus on things that you can back up with facts. Describe the features and then explain the benefits. Let the customer decide if the product is of exceptional quality. If he or she deems it so, your other buyers will find out through reviews from past customers. Those words hold so much more weight than yours do.Product descriptions are one more chance for you to soothe your buyers’ pain points—to let them know exactly why they need the items you’re selling. If you miss this chance to convince them to buy, you may never get another. That’s why it’s so important to give everything you have to creating copy that focuses on converting those visitors into paying customers.Which ecommerce companies really kill it with product descriptions? We’d love to know who your favorites are. Originally published Oct 8, 2015 7:00:00 AM, updated June 19 2019 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
Ecommerce and Amazon Topics: Originally published Aug 9, 2016 10:54:00 AM, updated August 02 2017
Don’t forget to share this post! Just when you thought you were up-to-date on the latest SEO best practices, an algorithm change or a new expert post has you questioning yourself. Sound familiar?It’s true, the world of SEO is spinning faster than ever, and for every new strategy, an old one becomes obsolete. As inbound marketers, it’s our job to stay informed of these changes, while continuously questioning the status quo.With the help of Matthew Howells-Barby, HubSpot’s Director of Acquisition and in-house SEO expert, we took a look at our SEO strategy and decided to share it with all of you in our free SEO Tutorial.Click here to get everything you need to get your website ranking in search.Is your team still focusing on keywords rather than topic clusters? Do you have an active backlink strategy? See how you and your team fare in the new world of search engine optimization by taking this 10-question quiz.Fact or Fiction: The SEO Edition Originally published Jan 30, 2017 6:00:00 AM, updated April 27 2018 Topics: SEO
Nonprofit Fundraising Originally published Mar 23, 2017 9:40:13 AM, updated October 02 2017 Don’t forget to share this post! Inbound marketing has flooded us with information and data. Some of us data geeks have never been happier. For others, the volume of metrics and KPIs (key performance indicators) can be overwhelming.If you’re a non-profit focused on increasing donations and donors, here’s a list of the 10 KPIs, put together by Network for Good, of digital fundraising KPI’s you must have a handle on.Free Access: A Guide to Nonprofit Inbound MarketingNew donor acquisition rateThis KPI is a simple and as broad as it seems. You can look at by time frame: How many new donors come on by month, each year? You can also look at it by channel and by campaign. You can also look at new donor acquisition growth as percentage over similar timeframes or campaigns.Donor renewal rateThe most immediate donor renewal rate is year-over-year. Get the number of donors from last year (LYD) and determine how many of those same donors gave again this year (TYD). Then divide TYD/LYD to get your donor renewal rate. So if you had 100 donors last year and 80 of them donated again this year, your donor renewal rate is 80%. The challenge here is how far back do you go to consider a donor a “renewal” or “lapsed.”Net new donorsNet new donors looks at your new donors and renewed donors to reveal if you’re treading water, falling behind, or gathering force. Your donor acquisition rate is usually a raw number. If 100 people donated this year who’d never donated before, that’s 100 new donors. But what if your donor renewal rate is only 50% (50 people who donated last year didn’t donate again)? The low donor renewal rate undercuts the value of your newly acquired donors. Calculating your net new donors highlights this critical gap and adds context to your new donor acquisition rate. This KPI is also important for gauging the engagement level of your donor base.While new donor acquisition rates are important, relying on them too much to fund your organization puts a lot of pressure on your development team. You’ll see when we talk about metrics such as cost to acquire donor and average donation. Repeat donations are vital to a strong, consistent flow of donations.Time to first/second giftThis is a measure of time elapsed between a first and second gift. In essence, making sure your new donor is retained, and doesn’t become a net new donor casualty. According to the Fundraising Effectiveness Project’s 2015 report, only 19% of first time donors donate are retained, whereas 63% of repeat donors are retained. This argues strongly in favor of keeping the time lapse between first and second gifts as short as possible. The earlier you get a donor into a habit of giving to your organization, the higher that donor’s lifetime value is likely to be.Donor reactivation rateLet’s say you consider any donor who hasn’t donated in the past five years to be lapsed. This is the pool you’ll use to calculate how many you’ve reactivated. If you’ve run any donor reactivation campaigns targeting them (and you should!), you can also look at reactivation rates for each one to determine which are most effective.Cost to acquire a donor (by channel)This formula will tell whether a fundraising campaign or channel is worth the cost of operation. Take the cost of a campaign, e.g. you spent $8,000 on a PPC ad campaign driving traffic to your donations’ landing page. Then divide that cost by the number of people who arrived at the landing page via the ads and donated. If that campaign brought in 100 new donors, the acquisition cost for each of those donors was $80.Average gift (by channel)Now, if the average gift from that PPC campaign was $50, that might not seem like such a great campaign. Slow down. We’ll get to those metrics touching on the life time value of a donor. But now you can also see why knowing your donor retention and reactivation rates are so important. The cost to acquire a new donor will almost inevitably be higher than that first gift.You can calculate average gift amounts by campaign and channel. The channel average is particularly important so you know where to focus your efforts, especially when you look at the average compared to the cost. For example, you may find that people donating through a dedicated donation landing page have a higher average gift than those who donate via the “donate” button on your organization’s website.Revenue per donor (by channel)The raw dollars donated via each channel over a fixed time or campaign divided by number of donors. These include your different digital donation avenues, such as email and social media solicitations, as well as traditional direct marketing or ad campaigns. So if $100,000 is donated by 500 people from email solicitations last year, the revenue per donor for this channel is $200.Gross/net revenuePut simply, this calculation shows your donation totals less the costs to generate those donations. You can look at this by channel, such as how much you raise via Facebook less how much you spend to maintain that channel. You can also calculate this by campaign and by donor type. When you calculate this by donor type, you’ll have better insight into the different costs of acquiring new donors versus retaining or reactivating donors.Lifetime value (by channel)Finally! I’ve been talking about it, but here we are. The lifetime value of a donor is critical to understanding if you’re attracting the right kinds of donors. That’s why you also want to look at lifetime value by channel. Some channels may attract higher value donors than others.To calculate LTV (lifetime value) you need some underlying metrics. To calculate a donor’s LTV, you need their total donation amount, less the cost to acquire and retain that donor. The cost number will be less precise than total amount donated. If you calculate how much you spend per year on retention donation campaigns, you can add that average to the acquisition cost for that donor.More valuable is the LTV by channel. To calculate LTV by channel, you need to know the average lifespan of that channel’s donors, its average donation amount, the total number of the channel’s donors and number of donations. Let’s work this out with an example, say donors acquired through Facebook.5 (average lifespan in years) x 100 (average donation amount) x [1000 (# of donations)/ 500 (# of donors)] = $1000 in LTV per donor for the channel.Now if you know that your cost to acquire a new donor via Facebook is $100, that’s $900 in mission money. Compare that to the $80 in cost to acquire a new donor via the PPC campaign, which has a LTV of $500. The PPC-acquired donors cost less to acquire, but have only half the LTV of your Facebook-acquired donors.ConclusionAs you can see, no single KPI is an island. Individually they offer interesting snapshots. To get a more holistic view of how your fundraising is going and whether you’re spending your development and marketing budgets to maximize ROI, you need look at the complete story these KPIs tell together. Use this as your starting point how to analyze these KPIs in context of each other. Topics:
Video Marketing When I read that the average American spends five-and-a-half hours per day watching video content, I scoffed. Between video explainers on Facebook, Game of Thrones, and Netflix, that average is closer to my daily minimum time spent watching videos.After all, 2017 was “the year of video” — why shouldn’t people consume more videos, and why shouldn’t creators make more?As it turns out, there is such a thing as too much video. Publishers like MTV News, which laid off most of its editorial crew last year to focus on video; and Vox Media, which scaled back its video team this year, have seen how hazardous a “pivot to video” can be.Click here to learn how to create and utilize video in your marketing to increase engagement and conversion rates.No, not that kind of pivot. I’m talking about the “pivot to video.”What is pivoting to video? It’s not changing seats on the couch to get a better view — it’s the latest example of marketers and content creators being so eager to adopt a new platform or medium that they ruin it.What Is a Pivot to Video?Pivot to video (verb): To decrease or entirely shutter written editorial operations to focus on creating more video contentSynonyms: restructuring, reorganizing, refocusingIf this sounds like a joke … well, the dictionary definition is kind of a joke. But “pivoting to video” consists of publications deciding to focus so entirely on video that entire writing and editorial staff are laid off completely.It started with MTV News.You might not be surpised to hear this — after all, the word “television” makes up two of the three letters in MTV. But after an organizational restructuring at MTV in 2015, long-form editorial and video content about politics, culture, and social issues helped improve the network’s ratings and engagement on web properties. MTV News staffed its team with content creators who produced documentary-style videos and 4,000-6,000-word long-form written pieces — most of whom were let go in June of this year, when MTV News “pivoted” to create more short-form music and entertainment video over long-form editorial pieces.Twitter was flooded with tweets from former employees announcing their newfound employment status, friends calling for publishers to hire them, and content creators from all media decrying — and defending — the strategic pivot. .@MTVNews I’m a fan of video. I work in video. But behind strong video, you also need strong storytellers. https://t.co/LBgJZpi9mw— Traci Lee (@traciglee) June 28, 2017 How’s that video push working out for everyone? – Vox Media Lays Off 50 Staffers, or 5% of Workforce https://t.co/wha3GyOVjo via @variety— Merrill Barr (@MerrillBarr) February 21, 2018 Topics: Originally published Mar 6, 2018 7:15:00 PM, updated March 07 2018 I’ve been in digital media for 12 years. One thing I’ve learned is that nobody wants to read anything over 1,000 words. MTV is more proof.— Andy Gray (@AndyGray35) June 28, 2017 I’ve been laid off by @MTVNews. I’ll miss seeing my brilliant, talented colleagues, and I look forward to continuing my career elsewhere.— Jamil Smith (@JamilSmith) June 28, 2017 Fast-forward to this year (no pun intended): Facebook announces it will reduce brand and publisher content on its users’ news feeds, and Vox Media lays off 50 video producers across Racked, Curbed, SB Nation, and other online properties in its portfolio.With respect to social media, snarky tweets from within the industry aren’t the only reason to take your foot off the video gas pedal. There are a few big reasons a complete pivot to video is ill-advised. Keep reading — I’ll explain.The Reason People Pivot to VideoLet’s call a spade a spade — publishers are pivoting to video to make money.In the age of pre-roll and mid-roll advertising, it’s harder to ignore a video ad when it’s the only thing standing between you and a video you want to watch. Ads are easier to ignore when they live in the side margins and on top of written long-form articles, so publishers might see a greater opportunity to make money from placing video ads over video content.And the biggest piece of the digital advertising pie now goes not to advertisers or publishers — but to Facebook and Google. So it’s understandable that media companies and publications are doing whatever they can to drive ROI on the content they produce.But the pivot to video isn’t happening at random — these strategic reorganizations are also a nod to the growing popularity of video content, which we can’t deny — nor would we want to.We’ve blogged at length about video being engaging, in-demand, and a smart way for brands to diversify content and connect with audiences in new ways. And making videos is smart — it just shouldn’t be the only content your brand produces.It’s true that videos are growing in popularity — your audience wants to see videos, videos drive results for your business, and videos are an extremely favorable medium across different social media platforms. It’s also true that the human attention span is waning. But this doesn’t mean you should send your editorial staff packing. You don’t need to “pivot to video” to develop a smart video strategy as part of your content production engine — and we’ll show you how.What to Keep in Mind When Pivoting to Video1. People Like to ReadSetting aside for a moment the fact that the written word has been in existence for several thousand years (thank you, Flinstone family), the popularity of video content and written content aren’t mutually exclusive. In fact, audiences want more written content and more videos — so can’t we all just get along?In 2017, we learned that roughly half of consumers want to see more video content — but almost the same amount also wanted to see more news articles.But in a new HubSpot Research survey released in February 2018, we learned that the popularity of video content is increasing — especially among people 18 to 24 years old. What’s a marketer to do?Content consumption preferences are always changing, and they vary across different age groups, content formats, and subject matter. There are some cases when the written word is a better way to share information than video content — especially as people are still browsing a business’s website (and the written content included on it) more than purely video.In some cases, audiences don’t want videos at all. For example, in the United States, NiemanLab found that video isn’t growing as rapidly as one might think.In fact, roughly half of those surveyed didn’t watch any online news videos — and more than two-thirds said they consumed most news in text format. Most video being consumed was short and sweet and entertaining — leaving plenty of room at the table for written content consumption, too.So, people are watching videos, but they’re also consuming a lot of text content, too. How should publishers and content producers address the diversifying content preferences of audiences?The SolutionMake great videos and write great articles. In fact, ideally, you should be writing articles and reports, and then incorporating videos and other multimedia elements into them. Give the people what they want — which is written, visual, and audio content.Think about how your audience wants to learn. According to the survey above, people are more interested in consuming in-depth news information by reading it, whereas they might be more interested in watching shorter, more consumable video content. While a video might be a good fit for briefly explaining a complicated topic, it might not be the best fit for a detailed breakdown of SEO best practices — like in these examples.If you don’t know the answer to this question, ask your audience. If you’re not sure about your industry or audience’s preferences, ask them. Using an email newsletter or a Twitter poll, ask questions like, “What would you most like us to produce a video about?” or “Do you prefer written or visual explainers?” to figure out where to get started.The answer to the question of what types of content your audience prefers is an evolving one — and one that we constantly experiment with here at HubSpot. Read about how we’re changing up our social media video strategy in this blog post.2. Videos Are Hard to MakeVideos are hard to make — and it shows.The internet is populated with far too many slideshows and photos set to music that are masquerading as videos — like this one:Videos like these don’t offer the viewer much more value than reading a story would, but publishers keep making them — presumably because they get more clicks on social media than an article would.I don’t know about you, but I find these videos extremely annoying — they either autoplay when I open an article, or I click them to learn more and get no additional information out of them.Instead, publishers and brands should be striving to make great videos — which are driven by great stories. You need good storytelling to create a compelling video, and — guess what? That will require the writing of a script or outline beforehand, and writers and editors can be of tremendous value there.Additionally, if you remember our finding above, audiences don’t just want one thing — they want it all. Consumers want multimedia articles, in-depth research reports, blog posts, and entertaining videos. There’s plenty of room for cross-collaboration between writers, editors, and video producers to create excellent content that solves for constantly-changing consumer preferences.The SolutionBefore implementing a video strategy, invest in resources to do it well, and experiment with creating different videos for different segments of your audience.This means taking the time (and resources) to invest in video equipment, filming, and editing software, and freelancers or new employees who can make videos — more specifically, who can make videos well.By investing in video content up front, you’ll ensure that your entire content production team is firing on all cylinders and creating video content that can both eventually rank in search results, and generate millions of views organically — not just as an ad.3. Videos Are Tough to DistributeWith the exception of a few major publications — with content production budgets in the millions — it’s hard to crack the code of not only how to make great videos, but how to monetize them and use them to drive leads, customers, and revenue.That’s partly because digital video is such a new content medium, and content creators are figuring out how to make great videos (see above). It’s also because Google search ranking factors and social media algorithms change so frequently, it’s hard to nail getting videos surfaced and seen by people on different platforms. Facebook’s shift to a more friends- and family-oriented news feed this year is a testament to this, and outlets like Vox Media know it all too well.Plus, now that more people are jumping on the video content creation bandwagon, search engines and social networks are getting saturated with more videos to compete against.So you might think that video creation is the hard part, but that’s just the beginning. It takes concerted effort for videos to rank in YouTube and Google search results, or to rack up thousands and millions of views on Instagram and Facebook. And even if you do everything right, there could be a reason your audience doesn’t want to watch your videos: They might not want to turn up the volume, they might be running low on their monthly data plan, or hey — they could even be sitting on the toilet.People have their preferences, and our recent survey above, we know consumers want to see video content alongside in-depth news articles and research content — and that they want to watch videos on social media. People stream millions of hours of video content across social platforms every day, but these popular social videos might not generate leads at the speed a growing business needs.The SolutionWe suggest creating multimedia content that serves a variety of purposes on a variety of different platforms. For example, keyword-specific blog posts and YouTube videos might quickly rank in Google and YouTube searches, to help drive visitors to landing pages and lead forms that help brands start selling. On the other hand, entertaining, short-form videos on Facebook and Instagram will help spread a brand’s message and attract more people to a website down the line.If you’re just getting started with video marketing, consider the type of video you should make first. Use them to help guide visitors along your marketing funnel — alongside written content and offers to capture lead information.Make specific types of videos for specific platforms in the same way you would for different types of written content. That way, the videos you create will have specific goals in mind — for example, video views, video view rate, or website clicks — that you can measure and iterate on.Videos achieve outcomes on social media that written content might not, and written content can achieve search engine rankings that videos might not. The best scenario is to create both types of content — along with multimedia content — to meet audiences’ ever-changing preferences, and to attract visitors and leads throughout the marketing funnel. But the pivot didn’t stop there.Over the past year thus far, several major publishers have pivoted, structured, reorganized, and refocused on creating video content — at the cost of writers’ and editors’ jobs. Sports Illustrated, Fox Sports, Vice, and HuffPost have all focused efforts on creating short-form video content — and all have laid off writers and editors. One publication — Vocativ — laid off its entire editorial staff “to focus exclusively on video content.”In fact, “pivoting to video” has become such a ubiquitous term in the digital space that it’s become a joke in and of itself. Images: Tumblr, HubSpot Research, NiemanLab the WH communications department is pivoting to video— Gideon Resnick (@GideonResnick) July 31, 2017 Quit doing this. No one wants video. We all read faster than people talk, it eats up data, and you can’t watch video on the toilet at work. https://t.co/cctmoHKiwz— Peter Lynn (@Peter_Lynn) July 21, 2017 Don’t forget to share this post!
Stronger-than-expected growth in the Canadian economy in May points to another interest rate hike this fall but economists don’t think it will happen at the next Bank of Canada rate announcement in September.On Tuesday, Statistics Canada said the Canadian economy grew by 0.5 per cent in May thanks to strong performances by both domestic and export-oriented sectors.That was above market expectations of 0.3 per cent, said Josh Nye, senior economist with RBC Economics Research, who pointed out that with activity rising month-over-month in 19 of 20 industries, it was the most broadly-based gain in more than a decade.“Today’s solid growth numbers simply improve our confidence that the overnight rate is set to move higher again this year,” he said, adding that he believes the Bank of Canada will hold off until October to raise rates.The central bank raised interest rates for the fourth time in a year in July and has indicated that more hikes are coming as economic growth raises the risk of inflation heating up.The Bank of Canada has forecast GDP growth of 2.8 per cent in the second quarter ended June 30, slightly less than analyst expectations of 3.0 per cent.CIBC Capital Markets chief economist Avery Shenfeld said he also expects a rate increase in October but added the central bank will leave rates alone after that until 2019.“Even with a flat June, we’re on target for 3.0 per cent growth in Q2, but remember, that follows three quarters averaging only 1.5 per cent. Thus, the underlying trend isn’t that far above the 1.9 per cent growth rate that the Bank of Canada sees as sustainable without inflation pressures,” he said.The month-over-month increase of 0.5 per cent in May compared to a rise of 0.1 per cent in April, Statistics Canada reported, adding the April number was reduced by weather that included an ice storm across Central and Eastern Canada as well as the temporary shutdown of some oilsands projects in Alberta for maintenance.The oil and gas sector led the way in May with a 2.5 per cent increase as those oilsands facilities returned to production.The utilities sector contracted 2.4 per cent in May as warmer weather returned across the country, reversing growth of 1.4 per cent in April prompted by increased demand for heating due to colder-than-usual temperatures.Activity at the offices of real estate agents and brokers was down 2.7 per cent in May, in part due to declining home sales in British Columbia. It was the fourth decline since the beginning of 2018.The retail trade sector rose two per cent, its largest monthly increase since October 2017, sparked by activity from motor vehicle and parts dealers and springtime activities from building material and garden equipment and supplies dealers, clothing and clothing accessories stores and general merchandise stores.Construction increased 0.7 per cent in May, essentially compensating for April’s decline. Residential building construction and repair construction were both up after decreases in April.Export-oriented sectors also registered gains, with wholesale trade rising 1.4 per cent on strength in building material and supplies and building material.The manufacturing sector edged up 0.1 per cent as non-durable manufacturing rose 0.9 per cent on higher chemical output and durable manufacturing fell 0.7 per cent on decreased activity in transportation equipment and fabricated metal products.Follow @HealingSlowly on Twitter.
Mumbai: After a video clipping of Will Smith shaking a leg with the star cast of ‘Student of the year 2’ went viral, producer Karan Johar has hinted at the possible appearance of the Hollywood actor in the upcoming Bollywood film. During the trailer launch of SOTY2 on Friday, when asked about Will Smith’s appearance in the upcoming film, Karan told media, “Smith shot for a Facebook show called ‘Bucket List’. One of his wish on that list was to dance on a Bollywood song.” Also Read – I have personal ambitions now: Priyanka “Fortunately, I know Will Smith for a few years now, and when his team got in touch with us, we were shooting for ‘Yeh Jawaani Hai Deewani’. He came and rehearsed for ‘Radhaa'(a song from the first instalment of the film released in 2012), and there is synergy between the two films. He came and shot that.” “Whether he will be a part of the film or not, that’s a question I will leave unanswered till you see the film,” added Karan. Besides Will Smith, actors Alia Bhatt, Varun Dhawan and Sidharth Malhotra, who started their Bollywood career with the film ‘Student Of The Year’ are also expected to make a cameo appearance in the second instalment of the film. The story of the film SOTY2 revolves around the lives of two college girls, played by debutants Ananya Panday and Tara Sutaria, who falls in love with Tiger Shroff. The film is slated for release on May 10.