Planning Your Online Video Strategy for 2009 – B2B Marketing

first_img Originally published Jan 22, 2009 9:20:00 AM, updated March 21 2013 Webinar: Marketing in a Recession Don’t forget to share this post! I had a chance to join a MITX panel on “Planning Your Online Video Strategy for 2009”.  It was a pretty good panel wit folks from the media, agencies, analysts and companies.  Of course, I represented the B2B marketing point of view where using video is a component of a healthy inbound marketing program.  As you probably know, at HubSpot we use a lot of video: viral videos, a live video podcast, an iTunes channel, product demo videos, interviews on our blog, and some pretty popular marketing webinars.Here was the full panel lineup:Will Richmond, Editor/Publisher, VideoNuzeMatt Kaplan, Chief Strategy Officer, PermissionTVMichael Manning, Director of Product Development, Boston.comJames L. McQuivey, Ph.D., Vice President and Principal Analyst, ForresterAndrea Millett, Vice President and Account Director, Media Contacts… and me!  (Mike Volpe, VP of Inbound Marketing, HubSpot)The video is courtesy of Permission TV, who also sponsored the panel. Want to learn effective ways for generating leads and marketing in a economic downturn?Download the free webinar for tips and tricks to drive more visitors and leads to your website! Video Marketing Topics:last_img read more

Is 22 Tweets-Per-Day the Optimum?

first_img Topics: Twitter Marketing Data 0.37 128160 3.67 11.84 Veronica 39.04 129017 136364 is that they allow you to do all sorts of interesting data analysis. nprpolitics techcrunch Tweets Per Day What is more interesting than that is what happens when we the graph average number of followers of users at various TPD levels. As you can see by the graph below, a sweet spot emerges. Originally published Mar 2, 2009 8:43:00 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 There are a small but siginificant number of users who tweet more than 150 times per day on average, but when added to the above graph they only continue the downward trend to the right. 316651 One of the great things about tools like 144201 Our database includes stats on more than 1.6 million Twitter users Nytimes The “peak” of the curve below is at about 22 tweets per day. Below is a graph of the distribution of those 1.6 million Twitter users’ average number of tweets per day. Notice that most users fall towards the low end of the range, meaning that most users only tweet a few times a day (or less). . 0.81 ijustine 9.64 103.39 the_real_shaq CNNBrk 7.85 177949 0.12 0.53 kevinrose 164864 0.38 User 4.422 148709 britneyspears Users who tweet between 10 and 50 times per day have more followers on average than those that tweet more or less frequently. 174635 ? How much is too much, and why do some people seem to do nothing all day but sit around posting to Twitter? algore 191126 wilw . 142835 twitter 263730 8.06 lancearmstrong 143299 Twitter Grader 129105 ev and the average number of followers for users in the database was 128965 3.48 how often you should be tweeting Ever wonder 205758 Followers 12.13 barackobama 3.98 19.65 mashable 7.33 stephenfry 156223 The average tweets per day (TPD) I measured was aplusk 6.16 226854 2.72last_img read more

HubSpot TV – Sharing the Love on Slideshare with Guest Marta Kagan

first_img What the Fk is Social Media? How to interact on Twitter: @ Intro Survey by B to B Magazine and the Association of Natinoal Advertisers ! Register here: Most looking to implement in the next year (1) blogging (2) mobile (more for BtoC) karenrubin Webinars are almost exclusively for B2B – 48% of B2B marketers said they were effective, only 6% of B2C said they were effective www.HubSpot.tv , 13 hours of video is upload to YouTube every minute : If you’ve been watching HubSpot TV for the past year, you’d be ahead of the curve! Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack More focus on demand generation – from 39% to 47% of people – also a drop-off of people saying brand building was the goal 3 out of 4 Americans use social technology – Forrester HubSpot TV 1 Year Anniversa Marta Kagan, @ Marketing Takeaway Closing Watch the Tweetup Promo Video: Download the free webinar JamonHolmgren asks, B to B marketers embracing social media at an increasing rate Microsoft and Yahoo sitting in a tree…K.I.S.S.I.N.G! “Providing accurate, useful information that informs in a non-self-promoting manner gains credibility,” mzkagan Managing Director of US for Espresso Originally published Aug 2, 2009 8:54:00 PM, updated July 04 2013 81% of BtoB marketers using LinkedIn, then Twitter, then Facebook (Twitter much higher for B2B, Facebook lower for B2B) 5 billion minutes spent on Facebook each day Blogging in a Flooded Market Shouldn’t Mean Failure Marketing Takeaway “Bing also surfaces only the top 5 results for many queries, meaning a higher concentration of clicks on those top results.” Webinar: How to Use Online Video for Inbound Marketing Defininga “tweet” for the uninitiated and explaining how to create an accountdoesn’t resonate with everyone. “Why would I want to do that?” is acommon reaction. However, demonstrating the power of Twitter as adiscovery engine for what is happening right now through our Search andTrends often awakens a sense of wonder which inevitably leads to a muchmore compelling question, “How do I get involved?” “thebig takeaway is that Bing will now power search on Yahoo! and Yahoo!’ssalesforce will sell the premium (non-self service) search advertisingfor Yahoo!/Bing” http://itunes.hubspot.tv/ You will want to optimize for Bing since it will have a reasonable % of market share , @ Social Media Defamation Lawsuit “Beyourself and blog about the things that excite and interest you(without sounding like a commercial, of course) and you’ll be fine,” Don’t panic! You have some time on this onebut be aware that it is going on and you will probably want to optimizefor it eventually. : Make sure you understand the engagement process for your customers. Marketing Takeaway #2 “Themore you can build relationships and trust with the online leaders inyour community, the more traffic you’ll get on your site, and the morepeople you’ll be able to convert to leads and sales,” ” Top 10 Things the Microsoft/Yahoo! Deal Changes for SEO Bingvalues “keyword use in subdomains and root domain names (Google lovesexact keyword matches, but Bing really likes any keyword placement inthe sub or root)” Headlines Forum Fodder: 57% of B2B marketers “using social media channels” compared with 15% two years ago : As a business, monitor and respond on Twitter, but think twice before blowing anything up. New Twitter homepage puts search at its heart ry Tweetup Marketing Takeaway Next Week: Bonafied Marketing Genius Doing it Right http://www.youtube.com/watch?v=UKaJs4L290A UPDATED: Rounding up the buzz… Will one Chicago woman’s Tweet cost her $50,000? http://hstv1year.eventbrite.com “Rememberthat Yahoo! said full implementation may lag up to 24 months (2 years)behind regulatory approval (which itself could take months), so you’vegot some time.” mvolpe mzkagan Twitter Puts Search at Core of Homepage with AmandaBonnen: “@JessB123 You should just come anyway.  Who said sleeping in amoldy apartment is bad for you?  Horizon Realty thinks its ok.” Episode #51 – July 31st, 2009 HorizonRealty says she “maliciously and wrongfully published the false anddefamatory Tweet on Twitter, thereby allowing the Tweet to bedistributed throughout the world.”  (She has 20 followers.) “What can I add to the conversation that a better programmeror graphic designer or SEO professional hasn’t already covered?” 93% of social media users believe a company should have a presence in social media Social media use soars among b-to-b marketers : Don’t tweet anything you wouldn’t mind having on the front page of Google.com. – Publish something creative on Slideshare. Marketing Tip of the Week , and @ in your tweet. How do you get started with YouTube, video podcasting, live streaming, or viral videos. Marketing Takeaway to learn how to use online video to grow your business with inbound marketing. Episode Length: 23 minutes, 23 seconds Subscribe in iTunes:last_img read more

A B2B Guide for Twitter Lead Generation

first_img Originally published Jun 8, 2010 10:00:00 AM, updated February 01 2017 Want to learn more about using Twitter for Marketing and PR? Download the free webinar for tips and tricks to drive inbound marketing using Twitter. Twitter Marketing Topics:center_img Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Social media and inbound marketing can drive powerful connections and awareness; however, to have part of their budget allocated for online marketing resources, B2B marketers need to be able to demonstrate a clear ROI. And for most B2B marketing departments, ROI comes down to one major metric: leads. While awareness and conversations are important, having clear and measurable leads acquired through social media is critical to the support of future efforts and resource acquisition. In the coming weeks, we will look at social media lead generation best practices across many social platforms. Today, we are going to focus on one platform that is at the top of most B2B marketers’ lists: Twitter. Test, Don’t Assume When thinking about social media lead generation, the only safe assumption to make is to “always assume your assumptions are wrong.” Instead of making assumptions and excuses for why your company “can’t” use social media for lead generation, develop clear tests that allow you to measure and collect data around a variety of social media lead generation programs. Tests should be agreed upon by all decision-makers and have clear benchmarks for lead quantity and quality goals. Before any test, it should be clear that if the test meets the goals, it will get the resources needed to continue; if it doesn’t, it won’t. How to Generate B2B Leads With Twitter Generating leads using Twitter is really about leveraging a community of people interested in your knowledge to share your information to new people unfamiliar with your business and expertise. It is your job as a marketer to convert new visitors and connections from Twitter into leads. This isn’t a blog post about how to get started on Twitter or get a ton of followers. We already have a ton of information to help you get started using Twitter for business .  This article is for people who understand Twitter and are looking to take the next step to drive leads for their business.  Generating B2B Leads With Twitter Profile Pages A Twitter profile page presents a couple of opportunities to optimize for lead generation. The first opportunity for optimization is the Twitter background. First, make sure you have a custom Twitter background for your company. What is also important is to include a call-to-action or URLs pointing visitors to potential lead generating web properties. Make sure that if someone arrives at your Twitter profile, they will instantly know how to get more information. In addition, make sure they can obtain that information in a way that could also convert them into a lead. As a bonus, you can use the browser extension ClickableNow to make your Twitter profile background links and calls-to-action clickable for users who have the plug-in installed. The second, and more important opportunity you have to use a Twitter profile page to drive B2B leads is with the profile URL. Most companies simply put a link to their corporate website homepage. This approach is fine, as along as you have lead generation opportunities on your homepage and have done some testing to optimize your homepage as a lead generation tool. The problem is that many businesses don’t use their homepage to drive leads. If this is true for your business, then you may want to consider using the URL for your blog if you are using it as a lead generation tool. The other option is to create a custom Twitter landing page that provides information and insight about your company and includes a clear call-to-action or form to support lead generation. Distributing Content via Twitter for Lead Generation Using Twitter as a way to distribute content and information can helps drive leads for other content properties such as blogs, contests, webinars, eBooks, etc . When distributing content via Twitter, use a URL shortening service such as bit.ly to track statistics for the clicks and shares of your content on Twitter. This will be an important set of data to better understand what subjects and types of content drive the best traffic and leads from Twitter. Twitter serves as a great platform to generate word-of-mouth buzz around your content and ideas. As a marketer, it is critical that you have clear calls-to-action and lead generation opportunities on your blog, in your eBooks and other content you are sharing on Twitter. This, combined with closed loop web analytics , can drive clear reporting for leads and customers acquired through Twitter. Using Twitter Search for Lead Generation One of the major keys to mining Twitter for information is being able to find the most relevant information and people to your business: customers, thought leaders, media analysts, etc. Using advanced Twitter Search allows businesses to dig deeper into conversations. If you find a key reporter or analyst that covers your business on Twitter, leverage the people search feature to see who they have been talking to about your industry. This can help identify what your competitors’ relationships are like with influencers and help you determine the type of information and trends they are covering. Knowing this can help your business to tell its story better and improve lead generation offers. When identifying sales prospects and influencers on Twitter, bio information is a key piece of data. Tweep Search is a third party tool that enables users to search Twitter bios for keywords. As seen in the image above, gathering listings of users by industry and expertise is free and simple. This information can be used to generate leads and build a relevant Twitter follower base.Twitter is simple and yet complicated at the same time. Conduct tests and leverage the advice from this post to develop effective Twitter lead generation strategies for your business. How has your business used Twitter for lead genernation? Webinar: Twitter for Marketing and PR last_img read more

Top 5 Inbound Marketing Articles to Start the Week: Content Sources

first_img on Mashable Jeremiah Owyang Email Open and Click-Through Rate marketing analytics Align your Facebook page with these best practices to article from this past week focuses on the concept of content sources — places where you can get ideas to help you write quality blog posts — as well as different types of sources and how to use them strategically and continuously to create remarkable content. John Paul Titlow Source Quality Content … Continuously Marketing Takeaway: to help support and enhance your business’ internet marketing efforts.  His suggestions include taking advantage of a descriptive headline, search engine optimizing your website links, answering questions, adding third party apps like Slideshare and incorporating keywords. make your videos more effective Conversion Rate Author: Facebook page best practices Foster advocacy. Marketing Takeaway: Live authenticity. New to the whole Author: Marketing Takeaway: . 5 Critical Web Metrics to Keep a Close Eye On Enable peer-to-peer interactions. 4. leverage LinkedIn Use LinkedIn for more than just personal networking by enhancing your profile for business marketing benefits.  Author: 1. web analytics Pay attention to enhance your Facebook marketing Our top get ideas for blog posts . Experiment with YouTube Annotations to enhance the marketing effectiveness of your for valuable insight into the success of your marketing programs. Referring Sites and Keywords Regularly sourcing content has a number of benefits: it’s a great way to create a constant flow of ideas and inspiration for your blog, it makes life easier, and it can help ensure you’re not omitting important information from your content. thing but know it should be an important part of your marketing programs?  ReadWriteWeb has published a great overview of five web metrics to which you should be paying attention.  Keep an eye on these metrics, and you’ll have a better idea of how many people are interacting with your brand and which of your online marketing efforts are effective: Facebook: Daily Active Users of ReadWriteWeb Jeffrey L. Cohen Marketing Takeaway: Set community expectations. Are you taking advantage of YouTube’s Annotations tool? Annotations are interactive elements that can be added to a video once it’s uploaded to YouTube, and they can offer a great way to add a call to action that prompts viewers to subscribe or take a particular action after watching a video. Incorporate sourcing content into your day-to-day activities to stay inspired and keep blog ideas flowing. Catherine-Gail Reinhard Altimeter Report: The 8 Success Criteria for Facebook Page Marketing HOW TO: Use Annotations to Promote Your Brand on YouTube Twitter: Klout Score Originally published Aug 2, 2010 8:00:00 AM, updated July 19 2013 Jeremiah’s article highlights some recent research conducted by Altimeter Group to determine success criteria for While LinkedIn is commonly known as a social network for professionals, many people don’t recognize the B2B benefits an optimized personal profile can have for their company. . Solicit a call to action. Marketing Takeaway: ?  And what do you do when you just aren’t inspired to create anything remarkable? Topics: 2. Catherine’s article discusses the four different types of Annotations (speech bubbles, notes, spotlights and video pauses) as well as their value and various ways and examples of how they can be incorporated to inbound marketing Provide cohesive branding. Author: 3. Georgina’s blog post categorizes content sources in two ways: internal sources, or those that exist within yourself and your audience (e.g. experiences), and external sources, or those outside your own operation, such as other media or other people focused on the same topic. Regularly sourcing content is a challenge, but making it part of your daily routine can help you .  The results?  Eight success criteria for Facebook page marketing that can help brands understand how they should approach their Facebook presence: 5. on Problogger online videos Be up to date. of Social Media B2B Georgina Laidlaw Jeffrey’s article emphasizes 12 ways you can Where do you create a truly compelling blog. 12 Ways to Leverage Your LinkedIn Profile for a B2B Company of Web Strategy Author: Participate in dialog. Inbound Marketing Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more

Confessions of a Closet Slug

first_imgThis is a guest post written by Jill Konrath, bestselling author of I like telling people I’m crazy-busy. It makes me sound important. Necessary. In demand. SNAP Selling What are trigger events? They’re happenings either in a company, industry or general business climate that create opportunities for someone to use your products or services. Selling to Big Companies Because efficiency is not my strength, I developed other strategies to be successful. You see, being productive isn’t just about being a disciplined taskmaster. It also is about being highly effective. But it all comes down to this. For maximum impact, we need to be both efficient and effective.And, most of all, to lead the kind of life you really want to live – meaning having time for all the things you want to do – it’s important to gain control of how you spend your time. That’s what I working on right now. Join me on Thursday at the th That’s what’s going through my mind right now. I’ve been at my desk since 7:30 this morning. I ate lunch in my office because there was no time to go out. I was on the computer or on conference calls for hours. Yet, at the end of the day, I’ve barely made a dent in my To Do list. Is it any wonder that I’m feeling overwhelmed? But here’s the truth. on March 24 amongst her many other responsibilities. And, even worse. I use my time poorly. I make bad choices all day long that contribute to this predicament I’m in. Just this morning, a hyperlink in newsletter article resulted in me squandering a half hour on interesting but low priority work.I let this happen too often. I know better. On days when I identify my key priorities upfront, barricade myself from interruptions and don’t check email all the time, I get a tremendous amount done. Plus, I have lots of time left over to do fun things. But in reality, I default far too often to this slothful behavior. I know I’m not alone in this area. That’s why I’m putting on the Using these “alert services” is the best way I know to get good business – quickly. Sales Productivity Summit . (If you haven’t signed up yet, don’t miss the March 24 How I Learned to Compensate for Being a Slug and popular speaker at annual sales meetings. Hardly considered a “slug”, she’s also hosting the  Free Online Sales Productivity Summit st 1. Precision Prospecting Working with companies that have urgent and compelling needs leads to shorter sales cycles and less competition. When I stumbled across the concept of “trigger events” over 20 years ago, I was ecstatic. When I first started using this strategy, I leveraged the local business press to identify those opportunities. It’s still a good resource. But today you can Google Alerts as well as services offered by technology companies. Here are two strategies I leveraged to achieve sales success. To me, every contact with a prospective customer is invaluable. I’m talking about every email, voicemail, phone call, online meeting or presentation. I know the key concerns of my primary decision makers. I invest time doing research on the company or industry.I spend time planning, to ensure that ruthless relevance in my messages. I try to quickly demonstrate my knowledge so they know I’m a credible resource. I write down the questions I want to ask. And, I know what the logical next step that I’ll suggest at the end of a conversation. What is the impact? Fewer phone calls or emails. Fewer prospects. But more sales and bigger sales. to get more ideas on how to do that! Slug Parts, Swirrl quarter earnings, a new strategic direction, new legislation, increased gas prices or multiple visits to your website. 2. Quality Connections How will I get it all done? There’s more here to do than is humanly possible. All this email is killing me. & session. It’s worth it.) Sales Productivity Summit Inbound Sales Image credit: Topics: Examples might be a new VP of Sales, stagnant 1 The Big Challenge Originally published Mar 23, 2011 3:00:00 PM, updated July 03 2013 Sales Productivity Summit Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more

34 Awesome Twitter Ideas for Engaging Your Prospects

first_img Social Media Engagement Topics: Originally published Sep 20, 2011 5:00:00 PM, updated July 28 2017 This is an excerpt from our new ebook, 100 Inbound Marketing Content Ideas. For more tips like these for your blog and Facebook page, download the ebook here.Engaging your community of prospects on Twitter is an essential way to show a human face behind your brand and let your customers know you care about them. Answer their questions and provide them with content they find useful, and you’ll build the trust you need for a loyal following. But how can you keep the relationship with your Twitter followers fresh?Here are 34 ideas and tips for you to use for your own Twitter community to keep them engaged and coming back for more.Responding to Followers1. Check your @replies regularly with a Twitter client. Reply to your users’ questions.2. Assign tweets to an appropriate team member who can answer followers’ question if you cannot.3. Offer to email with community members if they have further questions.4. Have a blog post answering FAQ’s that you can refer to. Link to it regularly.5. If you work in a regulated industry, pre-write 140-character responses to common questions that are pre-approved by stakeholders. This will enable you to still engage in real time with those who are asking questions.6. Use “@Reply” in the very beginning of a tweet to someone if you only want your followers who follow them to see the tweet. Add words or a character in front of the @reply if you want all of your followers to see the tweet.7. If a conversation turns into a heated debate, know when to take it off of @reply and use direct messages (DMs).8. Thank people who comment on and share your blog posts.9. Thank people who share your webinars and ebooks.10. Write as you would write in regular conversation. Use emoticons and exclamation points. Write in first person. (Examples: “I’m sorry.” “We’re excited.”) It shows that an actual human is behind the Twitter account.Twitter Tools11. Find and follow your competitors’ followers using FollowerWonk. Learn from them, and tweet the types of content and hashtags they care about.12. Use a separate Twitter app on your phone for your personal account and for your business’ account to avoid posting content meant for your personal account on your business account.13. Add UTM codes to your tweets to track your referring traffic from Twitter in Google Analytics.14. If you’re tweeting as part of a webinar or Twitter chat, kindly alert your followers and recommend that, if they don’t want to see your tweets, to use Proxlet to mute you.15. Use SocialBro to identify demographic information about your Twitter followers. Learn factors like nationality and gender, and participate in relevant holidays. (Example: Happy Boxing Day to our Canadian followers!)16. Measure your click-throughs on the links you share with bitly. Replicate the kind of language you use in those tweets to increase engagement from your followers.17. Don’t wait for Google Alerts. Maintain and monitor a Twitter list (in a Twitter client) of the actual publications and companies that matter most to your industry and community. When news breaks about your industry, you’ll be the first to share it. This builds authority.Sharing Your Content18. Post tweets of your blog posts. Use a variety of headlines, and test what drives the most click-throughs.19. Schedule tweets of blog posts on the weekends, as people read on the weekends, too. Also, post tweets of blog posts at night, as this targets people in other time zones.20. If your blog post is a list of tips, offer one tip with a link to the post as a “teaser.”21. If you feature tools or other companies in your blog posts, Cc them on the tweets to let them know so they retweet your content.22. If you have evergreen content on your blog, don’t be afraid to schedule tweets of those older blog posts. A few months later, they will still be valuable to your audience, and your readers may have missed them the first time.Incorporate Other Platforms23. Let your Twitter followers know about a great contest or discussion happening on your Facebook page or LinkedIn group, and invite them to be a part of it. Don’t beg for Likes and members, though. (It’s annoying.)24. Share your email newsletter on Twitter. Invite people to sign up for your newsletter by sharing a link to the landing page where they can sign up.25. Do a Twtpoll. Ask your followers a question, and use the results for blog content.26. Participate in relevant Twitter chats related to your community.27. Don’t cross-post your content to Facebook and LinkedIn. They are different platforms; treat them individually.28. If you’re working on a blog post, ask your community members for help. Reach out to them, and ask for their tips. It shows there’s a person behind the Twitter account.Create Original Tweets29. Offer a daily tip just for your Twitter followers.30. Tell a joke or a riddle.31. Use pictures. Show what you’re working on. Offer a behind-the-scenes look. Take a picture at a conference or event.32. Ask your followers a question or for their opinion on a relevant topic. Collect the tweets with Storify, and use them for a blog post.Follow Friday33. Use #FollowFriday to shine the light on your most engaged community members.34. Do a “special edition” #FollowFriday and give it a theme. Group special community members together for a specific reason, trait, or contribution to the community.How do you engage your audience with Twitter? Let us know in the comments! Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more

5 Real Life Examples of Fantastic Calls-to-Action

first_img 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: Calls to Action Originally published Jan 12, 2012 1:30:00 PM, updated February 01 2017 Last week, we rounded up some of the most impressive landing pages out there and broke down why they rock from both a user’s perspective and a marketer’s perspective. But before visitors even get to your landing page, they’re usually beckoned by a call-to-action. And it better be pretty awesome to get them to click.We’ve discussed the elements of an effective call-to-action before, so now it’s time to find real life examples of awesome calls-to-action (CTA) that can inspire your own designs. Take a look at what some popular B2B, B2C, and ecommerce brands are doing to entice their visitors to click through to landing pages, shopping carts, or just to interact in a more meaningful way with their site.GoDaddyGoDaddy is a web and email hosting company that also sells domain names and other related services.Why it’s effective: The best calls-to-action are easy to find and have a focused objective. The objective of this particular page is to get a user to purchase a domain name they’ve selected, and this GoDaddy CTA uses one of the most fundamental best practices to achieving visibility: using a button color that starkly contrasts the rest of the site’s design scheme. Upon visiting this page, the bright green draws the visitor’s eye right to that registration button.But GoDaddy goes beyond the basics and implements one other trick to hammer home the point of the page to its visitors. The ‘Continue to Registration’ button follows visitors all the way down the page, acting as a constant reminder that your next step is to click that button and register the domain name you’ve selected. This is wise because, if you’ve ever purchased a domain from GoDaddy, the upsell opportunities present on this page exist later on in the checkout process.Because of the design of this call-to-action, visitors to this page experience no confusion: they are here to register their domain name, and they can do so by clicking that green button.JetsetterJetsetter made an appearance on our list of the best landing pages, but hey, when you’re good, you’re good. They continue to be an invitation-only travel community offering access to exclusive travel deals.Why it’s effective: Many calls-to-action suffer poor conversion rates because, despite following design best practices, the writing doesn’t clearly display the value of clicking through to the next page. This ‘Plan a trip like this’ CTA rocks because it so simply displays that oft-sought after value. After someone reads the very brief and artfully written description of enjoying wine and olive oil on the Italian coast, this CTA capitalizes on the positive feelings surrounding taking such a trip, and gives the visitor the opportunity to do just that — plan that trip.Another wonderful but easily overlooked detail in this CTA is the language on the button; the inclusion of the word ‘like’ implies that the trip doesn’t need to be exactly the same as the one described above, but can be customized to fit the visitor’s needs. This spirit of customization continues by offering a button that lets visitors see the bio of the person who planned that particular trip. And if you’re worried the bio would distract visitors from following through with the marketer’s intended action, no worries; the bio page provides another travel-planning CTA!IntuitIntuit is a software company that provides financial software and services for businesses and consumers.Why it’s effective: It looks like orange is a popular CTA button color, eh? Well, Intuit’s intuitions (har har) are good, because that button stands out from the rest of its site’s design and calls the attention of the viewer to the free trial. The effectiveness of this tactic is compounded, as the language on the button aligns with the language in the headline.The headline is also action oriented, making it clear what you can do on the page. The three bullet points then clearly explain the value of the free trial so visitors want to click, and there’s one image aligned with each point of value — another call-to-action best practice.One creative trick Intuit is also employing is the use of extra white space around the call-to-action. This tactic, along with the fact that it’s the biggest CTA on the page, helps draw attention to the free trial and simultaneously attract and instruct visitors on what they should do next.YaptaContinuing the travel theme, Yapta helps people track changes in flight and hotel prices and get refunds on airline tickets.Why it’s effective: When it’s not clear what actions can be performed on a page and there’s no perceived connection between the CTA copy and CTA buttons, site visitors quickly go rogue trying to find what they’re looking for. These calls-to-action solve for that common contextualization problem. Notice how the copy, images, and buttons all work together to guide the visitor:The parenthetical phrases provide a chronology – Am I in the pre-purchase or post-purchase stage?The images give a theme – Am I here for flights, hotels, or a refund?The copy explains – What can I do on this site to track flights, hotels, and refunds?The buttons instruct – Click through to find what you’re looking for.Every call-to-action aligns with the proper stage in the sales process, and makes it very clear what actions can and should be performed on this page. Yapta gets bonus points for keeping these calls-to-action above the fold and using the contrasting colors orange and grey to draw attention to the right places.ZyngaZynga is a developer of browser-based games intended for social networking sites.Why it’s effective: In the game of most prominently positioned call-to-action, Zynga wins by a landslide. And it also get an honorable mention for successfully shirking some call-to-action best practices, namely that this is not the traditionally de-cluttered CTA for which many marketers strive in order to decrease bounce rate. But, they know their audience, and I’d venture a guess that this type of imagery is not distracting to gamers. Either way, Zynga makes up for any distraction by making it crystal clear what action they want visitors to perform. Here’s how:The ‘Join The Fun’ button is the last thing to load on the page, so your eye naturally settles on that area of the page.The white backlight behind ‘Times Square’ is the brightest part of the page, drawing your attention to the CTA button.The Times Square text effect brings the text towards the visitor, again, right by the CTA button.If you’re worried the ‘I Love Play’ button in the top right would be a distraction, don’t worry; it’s not clickable!Like Intuit, Zynga is also making use of lots of white space around this image (not pictured) to emphasize this ‘Join The Fun’ CTA. And finally, notice how small the social media follow buttons are underneath this banner. While Zynga’s call-to-action isn’t what we traditionally encounter, it does effectively display an important CTA best practice: have a defined purpose for your visitor, build your page around that purpose, and make it easy for your visitor to execute that purpose.What call-to-action best practices do you find are most integral for awesome conversion rates?Image credit: torleylast_img read more

Twitter Launches Weekly Email Digest to Aid Content Discovery

first_img Twitter Updates Originally published May 15, 2012 4:30:00 PM, updated October 20 2016 Twitter indicates it will be rolling out the digest to all users over the next few weeks, and you’ll know the email when you see it. Of course, you can always opt out of receiving these emails via your Twitter Notification Settings.Twitter’s Digest Email: A Marketer’s TakeAs Twitter mentioned in its announcement of the updated Discover tab, the microblogging site is making an ongoing effort to bring users closer to the content and tweets they care about, making content discovery on Twitter even easier. And the new email digest is obviously a part of this effort.From a marketer’s perspective, this is yet another win in marketers’ attempts to surface their best content to Twitter users. In a Twitterverse where the half-life of a link is less than 3 hours, marketers know how easy it is for their tweets to get buried under the frequently updated Twitter streams of their followers. But with discovery engines like this, marketers’ content has more opportunities to get in front of users, which means a greater chance of visibility for brands with a Twitter presence. This also makes it even more important for marketers to maintain an active Twitter presence and share their best content. In addition, marketers should make it as easy for their audience to share their content themselves by adding social media sharing links and buttons to every piece of content they publish, whether it’s a blog article, a landing page, an email message, etc.As for the email digest itself, we think Twitter has some email optimization and conversion work to do, as well as probably some algorithm tweaking. Consider the personalized email digest my fellow HubSpot blogger, Corey Eridon shared from her inbox. See the first story in her digest? Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Yup — Corey wrote that. And she subsequently tweeted this:The algorithm behind Twitter’s digest emails needs some tweaking…the first recommended tweet was of a blog I wrote. Not SUPER helpful :-P— Corey Eridon (@Corey_bos) May 15, 2012Probably not necessary for Twitter to recommend a story that Corey wrote to Corey, right? Although she was probably flattered that her article was popular enough among the users she’s connected to on Twitter to be featured in her digest. Still — flattery isn’t really the whole point here, is it? Content discovery is.Furthermore, Twitter might want to think about better optimizing its email digests for click-throughs. Those tiny little “Tweet this story” links could be a little bit bigger, bolder, and more attractive, and did you even realize the headlines of the stories the digest features were even clickable? If it weren’t for Twitter mentioning that fact in their blog article explaining these weekly digest emails, I never would’ve picked up on that. Moreover, were you given any indication that, if you click on the thumbnails of the people pictured, you’d see their tweet about the story? I sure wasn’t, but if I clicked on them, that’s what I’d get.Let’s hope that with Twitter’s recent acqui-hire of RestEngine, its email digest gets optimized and improved over time.What do you think of Twitter’s new weekly digest email? How much do you think it will help users discover the marketing content you promote on Twitter? Looks like Twitter is putting its January acquisition of social news startup Summify to good use! Yesterday, the official Twitter blog announced that it will start sending users a weekly email digest featuring relevant tweets and stories shared by the people they’re connected with on Twitter. This just several days after news of Twitter’s “acqui-hire” of personalized email marketing service RestEngine.Similar to the updated design of the Twitter Discover tab we covered earlier this month, the summary highlights which of the users you’re connected to on Twitter shared the featured stories and allows you to click through to see their tweets. It also enables you to click the headlines to read the stories themselves, and gives you the opportunity to tweet your thoughts on individual stories via the links in the email.In addition, the digest features the most engaging tweets of the week that were seen by the people you follow, regardless of whether you follow the users who posted the tweets. Featured tweets are also accompanied by a list of users from your network who retweeted or favorited those tweets, and you can click the “View details” link in order to retweet, favorite, reply, or see the conversation about them. Topics:last_img read more

Understanding the New Roles in Marketing

first_imgAnd as the role of marketing grows, it also continues to evolve. Today’s marketing department, for example, looks very different than it did even just a few short years ago. In fact, a collection of new roles has emerged, and they’re growing in importance within many marketing teams. Let’s examine what each of these roles consist of, and why you might want to consider adding them to your growing marketing team.New Marketing Roles of Growing ImportanceMarketing Operations / Pipeline SpecialistMarketing operations professionals are charged with monitoring, measuring, and analyzing the effectiveness of marketing initiatives as they relate to the overall company’s goals. Marketing operations staff work closely with Sales, and sometimes also have a sales operations counterpart. Together, they manage the relationship between Marketing and Sales to ensure that both sides are optimized to deliver (Marketing’s role) and work (Sales’ role) the highest quality leads, something HubSpot has grown fond of calling “SMarketing.” Marketing operations staff make projections about the quality of the sales and marketing pipeline and find efficiencies that will make the company work better as a whole.  Marketing operations would be a fit for anyone who has an analytical mind and is interested in marketing and sales strategy. Karen Rubin, a HubSpotter in a marketing operations role adds: “We focus on helping our marketers get the analytics they need, running monthly reports, and understanding why data and results are looking the way they do at any given point.” Customer Evangelist / Customer Experience ProfessionalsIn 2011, Forrester released a report called “The Rise of the Chief Customer Officer.” The report detailed a trend existing among B2B and B2C companies alike — hiring an individual to oversee customer communications and customer happiness. While the report focuses on a formal, executive-level role (“CCO”), we’ve seen this trend at all levels in companies.  Roles under this subset include community managers, customer experience designers, and customer communications officers. Skills and focus areas range, but the customer evangelist is essentially the internal voice of the customer within a company. Sometimes measured by Net Promoter Score surveys or user testing, their role aims to keep customer happiness and loyalty high by making customers’ experiences with the company easy and rewarding. Beyond being “the right thing to do,” creating a positive customer experience actually drives results. In fact, according to Nielsen’s April 2012 Global Trust in Advertising report, 92% of consumers worldwide trust recommendations from friends and family more than any form of advertising. In a socially driven market, the role of a customer evangelist becomes all the more critical.Inbound Marketing StrategistIt’s no news to us, but recent research from SiriusDecisions underscores the shift that B2B companies are making toward inbound marketing as a core strategy, and the need for more inbound marketing talent. “More than any other new approach, inbound marketing is rapidly becoming a standard part of the marketing mix,” writes Jay Gaines, who leads SiriusDecisions’ Demand Creation Strategies advisory service. Inbound marketing strategists must have a comprehensive mix of skills including search engine optimization, content strategy, and content mapping against a lead’s decision-making process. Gaines writes: “SiriusDecisions expects the inbound marketer to become a fixture in the majority of b-to-b marketing organizations in the next one to two years.”Lead Nurturing SpecialistAs most savvy marketers will tell you, attracting traffic and converting those visitors into leads is only half the battle. All too many potential customers get stuck in the middle of the marketing funnel, never continuing on to make an actual purchase. Professionals skilled in lead nurturing help marketing teams deliver highly tailored content to guide leads to a point of decision. And research shows that personalized marketing leads to more customer conversions than generalized communications.The lead nurturing role in an organization is steeped in customer and lead data. According to that same AMA/Duke University CMO Survey, “The ability to leverage information about customers in order to deliver and demonstrate value opens the door for marketers to fill the role as analysts and ‘data whisperers.'” Documentarian / VideographerTechnology has lowered the barriers to creating high-quality videos, making creation and distribution more affordable for companies of all sizes. As a result, video as a form of content is on the rise. It’s no surprise then, that 87% of online marketers use video content, according to Outbrain’s State of Content Marketing. Not to mention that Social Media Examiner reported earlier this year that 76% of marketers planned to increase their use of YouTube and video marketing, making it the top area marketers would invest in for 2012.As part of this investment in video as a content format, many companies are adding videographers to their marketing teams. We asked Chris Savage, co-founder and CEO of Wistia, a video hosting and analytics provider, what companies should look for when hiring video talent. “Adding the right videographer to your team can unlock an entire new channel of content for you,” said Savage. “The key is finding someone who has a mix of skills that complement your existing team. Besides just the basics of lighting, shooting, and editing, you really want someone who has a strong sense for what topics will be most successful on video.”Partnership / Co-Marketing ManagerCo-marketing is the practice of two, complementary companies collaborating on content or marketing initiatives. As a result, co-marketing brings fresh perspectives to your marketing initiatives and helps each company reach an audience that might not otherwise have found them. Dan Slagen, head of global marketing relations at HubSpot leads our co-marketing initiatives. Dan explains, “We partner with like-minded companies on projects that will help promote the marketing industry. For HubSpot, the value of working with partners such as Facebook, LinkedIn, Salesforce, and Google has been an array of thought leadership, brand alignment, and new business opportunities for all parties involved.”Changes to Existing RolesIn addition to the growing prominence of some newer roles, a number of existing marketing roles have begun to change and adapt as well. Here are some top trends we’ve noticed.Social Media as a Core SkillFive years ago, a marketing department might have hired a young graduate to head up its social media strategy. But according to the 2011 Webmarketing123 State of Digital Marketing report, with an average of 68% of marketers generated leads from social media sites, social media is no longer a specialization but rather a core marketing skill. As such, new marketing hires at every level should be expected to understand and contribute to social media strategies. Analytics as a Core SkillAs you may have noticed above, analytics and data are playing a big role in emerging marketing positions. In fact, the AMA/Duke CMO survey cites that spending on marketing analytics is expected to increase 60% by 2015. As marketing departments grow in size and marketing budgets increase, the ability to measure the effectiveness of marketing campaigns and channels will become more and more essential. Read more about how to cultivate a data-driven marketing team in this blog post.The Technology CMOIn a Gartner study, Vice President of Marketing Strategies Laura McLellan asserts, “By 2017, the CMO will spend more on IT than the CIO.” Her assertion is backed by survey data in which 90% of respondents said that the marketing department is either solely responsible or leads a cross-functional team that sets the strategy for technology purchasing decisions. Marketers have more and more say in the technology they use to do their jobs. Enough said.Media Relations: Less Pitch, More SupportAccording to the AMA/Duke University CMO survey, only 53% of companies are using marketing staff for traditional public relations activities, which is a significant step down from 65% in 2011. Talking with Laura Fitton, HubSpot’s inbound marketing evangelist, you’ll quickly learn that she prioritizes being helpful to journalists and bloggers over pitching to them. Even when it doesn’t result in a news story about HubSpot, Laura’s priority is to help journalists make connections and find data for their reports. In all of these developments and newly emerging roles, there are a few overarching trends: The importance of data, useful content, and relationships are on the rise. With these trends in mind, here are a few tips for interviewing today’s inbound marketer. And for those of you on the other side of the interview table, here’s how to get hired as an inbound marketer.What new roles have you added to your marketing team? What roles would you add if you had the capacity? Share with us in the comments.Image Credit: healthrx.com Marketing Jobs Originally published Nov 16, 2012 9:00:00 AM, updated October 20 2016 Topics:center_img Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack “Ch-ch-ch-ch-changes.” Could David Bowie’s 70s hit be a marketer’s theme song, or what?On a related — but arguably more serious — note, according to the 2012 CMO Survey by the American Marketing Association and Duke University, Marketing appears to be one of the early rebounders in the initial economic recovery. In terms of both department size and budget, Marketing is on the rise.Just take a look at how the size of business’ marketing departments has more than doubled — in fact, almost tripled — since August 2011 …last_img read more

5 Simple Secrets to B2B Lead Generation on Facebook [SlideShare]

first_imgI 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 2017center_img 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 SlackSlacklast_img read more

Your Anti-Social CEO Is Hurting Your Brand [New Data]

first_imgImproved 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.center_img 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 SlackSlacklast_img read more

Want to Improve Your Blog’s Conversion Rates? 11 Tests to Try

first_imgThese days, I spend a lot of my time on blog optimization. I’m constantly trying to figure out how we can fill the top of our funnel with more blog visitors, and how we convert more of those visitors into subscribers and leads. Because my role is focused on optimization and growth, I try to make sure we’re always testing something. After all, if we only do what we know works, we may see growth, but it will only ever be incremental growth. And we have ambitious goals here at HubSpot, so we need to be focused on achieving exceptional growth.That’s why testing is so critical — it enables you to discover those groundbreaking strategies and tactics that lead to exceptional growth. Try out our free marketing tool that helps you test out various types of popup CTAs and gives you information about your site visitors. Luckily, there are a ton of tests you can run to optimize your blog for clicks and conversions. So, to help you get into the habit of always testing stuff on your own blog, here is a list of things you should try out for yourself. Remember — what doesn’t work for one blog, might work for you! Note: Blogs are very variable by nature, oftentimes making it difficult to completely isolate the variables you’re trying to test. While you should do your best to isolate your variables, keep in mind that your tests may not be perfectly scientific. Blog Publishing Optimization Things you can test to optimize your blog publishing activity …1) FrequencyIs more always better? Test your publishing frequency to identify your “sweet spot.” Is there a point at which an increase in volume of posts doesn’t actually equate to more or better results? At what point are you sacrificing content quality for the sake of quantity? Suggested Testing Methodology: Increase (or decrease) your publishing frequency by a certain amount for 1-2 weeks. Then, isolate the number of views you received to those new posts and compare it to the views of the new posts you published during one of your typical 1-2 week time frames. Continue testing until you find your frequency sweet spot.2) Timing Do certain times of the day and days of the week correlate with better traffic results? What about how far apart you space your published posts — does that impact an individual post’s performance? Suggested Testing Methodology: Test publishing at a variety of times. Then export your blog analytics (e.g. HubSpot’s Pages Report), sort by time of day and day of week, and analyze trends you see in performance.3) Content Balance Which blog content types (e.g. text-only, SlideShare-based, infographics) and topics perform better for you? Knowing this, what’s the ideal content balance? In other words, while SlideShare-based posts may perform best in terms of traffic, you probably can’t only publish SlideShare posts.Suggested Testing Methodology: Test different content types and subjects on your blog, then analyze how those posts perform. Map blog content to your various content goals to determine what your ideal content balance is (e.g. X SlideShare posts per month for traffic, X posts per month about subject A to support campaign B, etc.).Blog Subscriber Email Optimization Things you can test to optimize the notification emails you send to blog subscribers …4) Email Subject Line Do your subscriber emails generate more clickthroughs when you use a generic subject line (e.g. “Here’s Your Latest Blog Post”), or when the subject line matches the title of the blog post you’re emailing about?Suggested Testing Methodology: Test a generic subject line for a period of time until you have a large enough sample size of emails that your test is statistically significant. (Learn what “statistically significant” means for marketers here.) Then, test subject lines that match titles of the blog posts you’re emailing about for the same number of emails. Compare the performance (in terms of clickthrough rate) of those emails.5) Email Timing For any instant subscriber emails you have set up (i.e. an email triggered every time you publish a new post), email timing will obviously go hand-in-hand with publish timing. For other subscriber email frequencies such as daily, weekly, or monthly digests, timing is a great thing to test. Which time of day and day of the week (for weekly and monthly emails) perform best?Suggested Testing Methodology: Send a sample of emails at a certain time of day, and compare the clickthrough rates of those emails to a sample of emails sent at a different time of day. Keep testing until you find the time of day and day of week that generates the best clickthrough rate.6) Calls-to-Action (CTAs) Within Emails Should you include calls-to-action within your blog emails? Does the inclusion of CTAs distract recipients from visiting your blog? If so, are the conversions you’re getting worth sacrificing that blog traffic?Suggested Testing Methodology: Compare the performance of subscriber emails that include CTAs with emails that do not, using the same sample size of emails. Look at the emails’ clickthrough rates and referral traffic to your blog as well as the performance of the CTAs you used (HubSpot customers can use HubSpot’s Calls-to-Action App for this). Also, be sure to consider your goals: Which is more of a priority to your team: Traffic or conversion rate? Consider testing different types of CTAs as well. Blog CTA OptimizationThings you can test to optimize the calls-to-action on your blog …7) End-of-Post CTAs vs. End-of-Post FormsWhich performs better for generating leads and conversions: A standard CTA at the end of your blog post, or the full conversion form embedded right there? Test it out, just like we did! Suggested Testing Methodology: Take two separate posts, similar in subject matter and format, and publish them both at the same time of day and day of the week, one week apart. On one post, use a standard CTA; on the other post, use an embedded form for the same offer you used in the CTA on the first post. Keep the copy on the CTA and the form the same as well. After each post has been up for a week, compare the view-to-submission rate of the CTA and the view-to-submission rate of the form. Check out this post for more details about how we tested it on our own blog.8) Slide-In CTAsSlide-in CTAs are CTAs that slide in from the side as readers scroll down the page. They capture visitors’ attention without covering the copy of the blog post and thus, being too obtrusive. Does adding slide-in CTAs to your blog posts increase conversions? How does their performance compare to your blog’s standard end-of-post CTAs? Should you include one or the other, or both? If so, should they be CTAs for the same or different offers?Suggested Testing Methodology: Add slide-in CTAs to a sample of old blog posts that still generate traffic. Wait a week or two, and then compare the visit-to-lead conversion rate of those posts to their visit-to-lead conversion rate prior to the addition of the slide-ins. HubSpot customers can also use HubSpot’s Calls-to-Action App to look at the view-to-submission rates of slide-ins vs. standard end-of-post CTAs to compare performance. To learn how to add slide-in CTAs to you blog posts, check out this tutorial. 9) Dynamic (or “Smart”) CTA Segmentation Which is more effective: Segmenting the dynamic CTAs on your blog by lifecycle stage, or by persona? Are there other, more effective ways to segment them?Suggested Testing Methodology: Test a variety of CTA segmentation strategies (click here for some CTA segmentation ideas) across various samples of blog posts to determine what works best for your audience. If you’re a HubSpot customer, use the analytics available in the Calls-to-Action App to measure effectiveness.10) CTA Offer, Design & Copy How do design and copy choices impact the performance of your CTAs, both on individual blog posts and in the sidebar/top/bottom of your overall blog layout? What about the offers you’re promoting on specific posts? Would other offers perform better?Suggested Testing Methodology: A/B test variations in CTA copy, design, and offer type on individual posts. If you have a tool (like HubSpot’s Calls-to-Action App) that offers A/B testing functionality, this is even easier and more scientific. (Learn how to run an A/B test here.)11) Text-Based, In-Line CTAsCan you increase conversions by including text-based, in-line CTAs within the copy of your blog articles, like the one you see pictured below? How does the placement of these text-based CTAs impact performance (i.e. are people more likely to click them if they’re placed earlier or later in the post)? Does more direct copy work better than something subtler? Suggested Testing Methodology: Add in-line CTAs to a sampling of older posts that still generate traffic (likely from search). Let them collect data for a week or two, and then calculate those posts’ visit-to-lead conversion rates. Compare those conversion rates to the conversion rates of the posts prior to adding the slide-in CTA. HubSpot customers can also create these in-line CTAs using the Calls-to-Action App (check out this post to learn how — see section on “Magic Copy”) and reference the data collected in that app.What other tests can you run to improve the optimization of your blog? Share them in the comments below! Conversion Rate Optimization Topics: Originally published Sep 26, 2014 8:00:00 AM, updated October 30 2019 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more

A 5-Step Process for Writing a Standout Networking Email [SlideShare]

first_img Originally published Sep 2, 2015 12:00:00 PM, updated February 01 2017 You know what gets discouraging? Sending out emails, but not receiving any responses. At all.So how do you send a networking email that people will actually respond to?Writing an effective networking email that gets results takes more effort than simply typing up a few sentences in a “compose” window.Brian Balfour, VP of Growth for Sidekick, receives hundreds of networking emails, but he responds to only a fifth of them. Now he’s sharing his tips to write an email that stands out amidst a flooding inbox.According to Brian, there’s a simple five-step framework to writing a networking email that even the busiest of people can’t ignore.Click through the presentation below to dive into his steps so you can get your networking hustle on. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Email Marketingcenter_img “Email is still the predominant channel to build new relationships.” [tweet this!]”Make your name look familiar to someone before you email them.” [tweet this!]”When sending a cold email, size matters. Keep it short.” [tweet this!] Topics:last_img read more

5 Tips to Punch Up Your Product Descriptions

first_img 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 SlackSlacklast_img read more

Want to Rank Better in Search? Avoid These 10 SEO Mistakes [Infographic]

first_img Topics: Search ranking is a critical component of any inbound marketing strategy. When it comes to designing and writing content for your website, it’s important to have search engine optimization top-of-mind.After all, the top three results on a search query get 61% of all search clicks — and 75% of search engine users never scroll past the first page of search results.If you find yourself struggling to gain exposure in search engines, it could be because your website isn’t optimized for search.Want to increase your website traffic via organic search? Start by ensuring you aren’t making any of the most common SEO mistakes on your website. Mistakes like keyword stuffing, broken links, duplicate content, and non-unique title tags can really hurt your chances of being found in search.Check out the infographic below from Fertile Frog for a list of 10 common SEO mistakes and how to fix them. (And read this blog post to learn about common SEO mistakes in more detail.)392Save Originally published Oct 26, 2015 12:00:00 PM, updated July 28 2017 392Savecenter_img On-page SEO Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more

10 Fun Ways to Break the Ice With New Coworkers

first_img Originally published Mar 18, 2016 6:00:00 AM, updated February 01 2017 What does your team do to get to know one another? Share your ideas in the comments section below.  Topics: Office Politicscenter_img For many companies, there are few things as important as developing and maintaining a culture that attracts and retains their employees. When coworkers get to know each other as people, they’ll be able to communicate better, trust each other more, and work better together.Sometimes, though, some structured activities can help coax people out of their shells and help break the ice at work.That’s why the folks at OfficeVibe created the SlideShare below that’s chock full of get-to-know-you and group-building activities. Flip through it for ideas for 10 fun ways for coworkers to get to know one another — especially when welcoming a new employee or group. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more

From Punny to Just Plain Clever: 11 Hilarious Holiday Cards for Marketers

first_img10) #Presents, by NewtonAndTheAppleNo matter how you feel about a personal use of hashtags, there’s no denying their importance in marketing.The makers of this card leveraged that idea to capture a hightlight of the holidays: #presents.But if the marketers in your life are feeling a bit grinchy this season, fear not — there’s another version made just for them.There are also editions available for #lights, #Rudolph, and #tree. Might we submit a request for #cookies and #wine?11) Beyoncé Jingles, by NostalgiaCollectConsider this one our gift to you. I mean, Beyoncé and a pun? Nothing says “happy holidays” to our favorite marketers like a play on popular song lyrics.Happy Holidays From Our Marketers to YoursBetween all of the chaos and planning, it seems like there’s one big thing we forget to do during the holidays — laugh. That’s what the season’s greetings are for, after all. And if that festivity and joy happens to come with a good dose of marketing humor, we hope that makes you all the merrier.Have you come across some great holiday cards for marketers? Let us know in the comments. Originally published Dec 12, 2016 8:00:00 AM, updated February 01 2017 Marketers work hard, amirite? But there are still some people in our lives — ahem, Mom — who seem to think that we just write stories and draw pictures on the internet all day.I mean, we don’t do that every day. We work hard, and we have a great appreciation for things that are creative and clever. It makes sense, then, that we also like our season’s greetings to share those traits. And when it comes to holiday cards, just make us laugh.But if you’ve been described as “impossible to please,” or having an “abnormal appreciation for puns,” have faith — you’re not alone. That’s why we put together this guide of great holiday cards for marketers.Download more holiday resources to help your business succeed this season from HubSpot’s #HolidayHubFrom punny to downright clever, these cards certainly have us in stitches — We hope you’ll enjoy them, too.11 Hilarious Holiday Cards for Marketers1) Thoughtful Tweets, by SomeecardsLeave it to Someecards to capture the holiday snark that lives in all of us, at least a little bit.Holidays are a busy time for marketers. We have to plan content for the season — which is remarkably easier with a social media content calendar — and make sure it continues to thrive, even if we’re elsewhere, donning ugly sweaters and drinking eggnog.Naturally, this fitting sentiment made us laugh.Someecards makes it super easy to send these greetings, too. Just visit the link, click on the picture, and choose when you want it to be delivered.2) CapterraGrams, by CapterraIn a past holiday season, Capterra compiled a list of 10 B2B holiday greetings that were so clever, we’re kind of jealous that we didn’t come up with them.It’s hard to pick just one, but here are a few of our favorites — like this one, which puts a marketing spin on the classic carol “Up on the Housetop.”Or this one, which turns social sharing buttons into dreidels.Of course, we couldn’t leave out a good CTA color pun, either.3) The Forgetful Marketer, by SadShopWe love all of SadShop’s holiday cards for their deadpan greetings, like “You are not bad” for Valentine’s Day, and “You are too old to say yolo” for birthdays.So when it came time to find the perfect holiday sentiment for the marketers in our lives, we knew that SadShop would have something fitting. And if you’re the type of marketer who works so hard before the holidays that perhaps you never quite make it to the “cards” line on your December to-do list, this one might be for you.4) Holiday Zen, by ThePaperArtShoppeThen, there are the marketers who do manage to get it all together — work, cards, and maybe even a box of homemade cookies — but you wish he or she would take a minute to breathe. (Or maybe, you know, that describes you. We can relate.)There’s nothing like some holiday yoga to keep calm and market on during this season. A little bit of laughter wouldn’t hurt, either — What better way to get a chuckle than with a tree-posing reindeer?5) Appy New Year, by nocturnalpaperAs marketers, we really love our apps, especially if they help us relax or become more productive. So when it comes to wishing us a happy holiday, it’s quite fitting to make it more of an “appy” holiday.This adorable card puts that pun to work by taking four app icons — weather, mail, messages, and music — and attaching tiny arms and legs to them. However, depending on who you ask, those arms might look like little reindeer antlers. Festivity is in the eye of the (appy) beholder. 6) For the Good-Humored Boss, by FINCHandHAREIf you’re as lucky as we are, your boss has a great sense of humor. In that case, he or she might appreciate this greeting — which is actually meant to be a birthday card, but still works as a holiday one — which simply reads, “You are terrifying.”Once the card is opened, the humor continues with, “You are a terrific boss. I am really enjoying the comfortable work environment you foster.” Be sure to add your own warm, hand-written greeting, though, to make sure it’s all in good fun. We suggest, “For one of the best marketers I know. Happy holidays,” or, “I mean it. Thanks for such a great year, and happy holidays.”7) Holiday Buzzwords, by SomeecardsSomeecards strikes again with this great greeting that calls out marketers on, well, the language we might throw around during the holidays.But hey, don’t fault us — we really do wish you hope, peace, joy, and successful marketing.8) #FFFFFF, by NerdyWordsGiftsWhere there’s marketing, there’s often branding. And where there’s branding, there’s a style guide. That usually comes equipped with official rules about which colors should be used in marketing collateral. Those colors usually have their own html codes that lead with the # symbol.As you probably guessed, #FFFFFF is the html color code for white. This card puts a branding and design spin on the famous carol lyrics, “May all your Christmases be white,” replacing the word “white” with the digital symbol. In that case, we hope your holidays are anything but #0468E0. 9) Holiday QR Code, by kissandpunchQR codes are hardly a new marketing concept, but when used correctly, they can still be effective. Case in point: this card with a QR code letterpress.But the greeting doesn’t end there. Once the code is scanned, the recipient is taken to this adorable video of a yorkie’s holiday adventures — and who doesn’t love marketing with a healthy dose of dogs?Warning: The video is a bit corny, but we can’t think of a better time than the holidays for some cheesy cheer.center_img Don’t forget to share this post!last_img read more

7 of the Coolest YouTube Banners We’ve Ever Seen

first_img Free Templates Don’t forget to share this post! Topics: When someone sends me a really great YouTube video, I always want to know who’s behind it. Was it an ad agency? A small or medium business? A B2B tech company? No matter who it was, if I’m impressed, I want to see more from the content creator.So once the video is done, I click the link to visit their profiles.Level up your YouTube channel with these free, customizable banner and thumbnail templates.And from there, if the brand is really on top of its game, I’ll see its channel art — the horizontal banner displayed across the top of the user’s YouTube channel that, hopefully, shows a combination of good design and brand presence.But how do they do it?We’ve all seen design work that inspires us, but can have a bad habit of not taking it any further than that. What makes something like strong YouTube banners so great? And how can you create your own gorgeous artwork? To answer those questions, we found three excellent resources for YouTube banner templates, as well as seven creative channel banners — both old and new — that inspire us as marketers. Originally published Apr 24, 2018 8:00:00 AM, updated October 30 2019 What Makes a Good YouTube Banner?Responsive DimensionsA YouTube channel banner will take on different dimensions depending on what platform is being used to view it. For example, a banner might have different dimensions when viewed on a TV, desktop, or mobile device.Google’s suggested YouTube banner dimensions are: Recommended: 2560 x 1440 pxMinimum for upload: 2048 x 1152 pxMinimum “safe area” where text and logos are ensured not to be cut off: 1546 x 423 pxMaximum width: 2560 x 423 pxFile size: 4MB or smallerThe recommended resolution seems like an exorbitantly large file size. But think about how YouTube banners would appear on a 30″ smart TV or higher. With a growing number of options to view YouTube videos in this way, you’ll want to make sure your channel art is large enough to display with quality on larger screens.Here’s a helpful visual representation of those dimensions:Source: GoogleBalanced DesignTake note of the “safe area” we alluded to in the first section. Your banner is essentially the biggest branding opportunity for when people land on your channel, so you’ll want to make sure your logo and supporting text is well-represented in the channel art. That’s why it might be best to place your company name and logo in that center space — this prevents viewer confusion if the name of the company behind the YouTube account is accidentally cut off.If you’re not sure how to take up the entirety of a 2560 x 1440 frame, video production company MiniMatters suggests “build[ing] the image from the middle out,” putting the most important assets in the center, and going from there.Finally, as to what to put in your banner, we like to follow a few basic rules:Use a high-resolution image. A pixelated or blurry banner doesn’t exactly signal that there’s high-quality video to follow.Keep it on-brand. While your channel art doesn’t have to be a carbon copy of your logo or tagline, it should incorporate visual elements that you want associated with your brand, like certain colors, fonts, or keywords.Your banner should represent what your company does in a timely fashion. For example, if you run a bakery and you’re gearing up for summer, an eye-catching banner might be a high-res photo of a brightly-colored work surface covered with flour and a rolling pin, along with accompanying text like, “April showers bring May flours.”How to Make a YouTube Banner”That’s just great, Amanda,” you might be thinking about these tips. “But where the heck am I supposed to get these beautiful design assets?”You’re in luck — there are dozens of free resources for creating a great YouTube banner. Here are a few of our favorites:Google: Why not start with the hosting platform itself? Google has its very own channel art templates to help you get started with your banner design. (Note: Clicking this link will prompt an automatic download of the zip file containing these templates.)Canva: One of our go-to destinations for DIY design, Canva offers several free YouTube channel art templates that allow you to use your own art, or its library of stock photography.Fotor: Similar to Canva, Fotor also offers a selection of free YouTube banner templates that allow you to use both your own visual assets or its own library of images.8 Cool YouTube Channel Art Examples1. Death Wish Coffee CompanyIn 2016, Death Wish Coffee was named the winner of a small business marketing competition held by software company Intuit. The reward? A free 30-second commercial during Super Bowl 50. Since then, the self-proclaimed maker of “the world’s strongest coffee” has capitalized on that momentum by making sure its branding stays just as robust.Its former YouTube banner banner is no exception. It’s straightforward, but also, bold. The company’s logo is displayed as the channel icon, as well as a tiled watermark that doesn’t interfere with the text display. And that message doesn’t leave any doubt about what the brand does. “World’s strongest coffee?” Okay, I’m watching.2. Adobe Creative CloudSeeing as turquoise is my all-time favorite color, there might be a touch of aesthetic bias in our selection of Adobe Creative Cloud’s YouTube banner. But color can have quite an impact in marketing — shades of blue, for example, have been found to invoke feelings of trust.This banner doesn’t just make great use of color, though. In a single photo, it connotes creativity and visual quality — two things that the Adobe Creative Cloud promises with its suite products. The person depicted seems to be creating something remarkable — an ocean inside of a balloon — with accompanying text to confirm it: “Make wow.” Plus, to learn more, social buttons are right there within the image.3. Bon AppétitIs anyone else hungry? It only seems right that the channel art for a food magazine like Bon Appétit should be, well, appetizing. And with a phrase that’s used as frequently as “bon appétit” — before a meal or as the title of a pop song — it’s important that folks who land on this YouTube channel know what they’re getting into.That’s one thing that makes this banner so great. The branding is clear, from the logo icon to the iconic title text in the center of the image. Plus, the photo itself sends a signal of the type of content visitors can expect to consume — no pun intended — when they start watching the channel’s videos: All things food.4. TauliaIncOne great thing about YouTube banners is that they can be swapped out or modified whenever you want, time permitting. That makes them especially conducive to temporary promotions or campaigns. That’s what tech company Taulia did for “P2P Superheroes”: a campaign that shows how its software can eliminate difficult, time-consuming tasks, helping everyday professionals focus more on the work that matters and turn them into superheroes.The banner communicates two things: 1. That Taulia is in the business of P2P (“procure to pay”), and 2. the brand really celebrates procurement specialists. And by using original, cartoon-like art, Taulia is turning what could be a dry topic into something fun and engaging.5. Refinery29We’re big fans of showcasing the people that make your brand great. That’s one thing that Refinery29 does well, by frequently featuring its writers, editors, and content producers in its videos. As it turns out, they’ve all become quite popular personalities — which is why the brand put them front-and-center in its channel art.Creating a banner of this nature is two-fold. First, you have to find a way to incorporate your company’s talent into video content in a way that’s engaging and appealing to your target audience. Here at HubSpot, we have our blog writers, for example, recount important information from blog posts in video and audio summaries. Then, once you’ve produced enough of that media consistently — and if it’s gaining the right kind of attention — you can use those personalities to promote your channels.6. TripAdvisor B2BTripAdvisor is a resource used by millions of travelers to discover and rate lodgings, restaurants, and much more information about endless destinations. But did you know it also offers B2B services for hotel and other property owners to make the most of their presence on the site?We like to think of it as a B2B hybrid of review site Yelp and vacation rental site Airbnb. On the one hand, TripAdvisor B2B helps business owners create a profile with photos, descriptions, and other information that’s going to be helpful to travelers. But, like Yelp, it also allows them to monitor and respond to the reviews their businesses receive.That’s represented in the YouTube banner by portraying what the site is all about — travel — but also depicts the act of visitors giving feedback on their experiences by way of rating symbols.7. Nuvolari LenardThe thing that stands out to us the most about this banner is its simplicity. It represents a Italian yacht design company Nuvolari Lenard, which is known for work that emulates a luxury and chic lifestyle. And while the channel art itself doesn’t portray anything specifically nautical, the use of capital letters and tiered monochrome does connote a brand that’s high-end.Those kinds of digital aesthetics create what’s often known as aspirational marketing — the kind that symbolizes something that’s unattainable by most, but still has a vast following of people “who covet the look and feel of the brand,” as Mediaboom puts it. Can I afford a yacht? Of course not. But seeing something like this makes me want one anyway, and makes me want to consume the video content pertaining to it.Channel Your CreativityIt’s important to note that really cool YouTube channel art is just one part of a comprehensive video content strategy. It doesn’t matter how beautiful your banner is, for example, if your channel lacks in quality video, or hasn’t added anything new in several weeks.So, along with great design must come consistency. And as you begin to create both, you can turn to these examples for inspiration.What are some of your favorite YouTube banners? Let us know in the comments.center_img Hi 👋 What’s your name?First NameLast NameHi null, what’s your email address?Email AddressAnd your phone number?Phone NumberWhat is your company’s name and website?CompanyWebsiteHow many employees work there?1Does your company provide any of the following services?Web DesignOnline MarketingSEO/SEMAdvertising Agency ServicesYesNoGet Your Free Templates Youtube Marketing Tell us a little about yourself below to unlock the offer: 10 Channel Art Templates for YouTubelast_img read more

PM Says Government is Against Corporal Punishment in Schools and Society

first_img Prime Minister, the Most Hon. Andrew Holness, says the Government is committed to not only ban corporal punishment in schools, but generally in the society, so that it is no longer an option. Prime Minister, the Most Hon. Andrew Holness, says the Government is committed to not only ban corporal punishment in schools, but generally in the society, so that it is no longer an option.“I wish to declare that I am totally against corporal punishment. I believe that the time has come for the Parliament to have a debate on this issue and finally declare corporal punishment at an end, both within public institutions and as a means of discipline available to parents,” Mr. Holness said.He was delivering a Statement in the House of Representatives today (November 7) on the United Nations Development Programme’s Sustainable Development Goals (SDGs).The Prime Minister highlighted the alarming findings in the recently launched UNICEF Report – ‘A Familiar Face: Violence in the Lives of Children and Adolescents’, which shows the high number of Jamaican children who die violently and who are regularly subjected to sexual violence and violent discipline in their homes, schools and communities.The report notes that eight in 10 Jamaican children in the two to 14 years age group experience violence as a form of discipline. It also adds that 47 children were killed by violent means between January and October of this year, based on police statistics. Already, more children have been killed violently this year than in 2016.Mr. Holness said the banning of corporal punishment would be a “forward-leaning step” in taking a stance against violence generally “and it would send a powerful message about the State respecting the inviolability of the person, whether or not that person is a child or an adult”.“Again, I think it is a matter that we would have to debate here, but I think the time has come with such a report with our commitment to the SDGs. I don’t see how we can maintain this aspect of our culture and claim that we want to advance as a modern civilised society,” he added.The SDGs replaced the Millennium Development Goals (MDGs), which started a global effort in 2000 to tackle the indignity of poverty.The MDGs established measurable, universally agreed objectives for tackling extreme poverty and hunger, preventing deadly diseases, and expanding primary education to all children, among other development priorities.The SDGs are part of the United Nations 2030 Agenda for Sustainable Development, which was adopted by the General Assembly in September 2015. It emphasises a holistic approach to achieving sustainable development for all Mr. Holness said the banning of corporal punishment would be a “forward-leaning step” in taking a stance against violence generally “and it would send a powerful message about the State respecting the inviolability of the person, whether or not that person is a child or an adult”. Story Highlights The Prime Minister highlighted the alarming findings in the recently launched UNICEF Report – ‘A Familiar Face: Violence in the Lives of Children and Adolescents’, which shows the high number of Jamaican children who die violently and who are regularly subjected to sexual violence and violent discipline in their homes, schools and communities. last_img read more