The new rules of Indian Premier League which will be applied from next year have left Kolkata Knight Riders owner Shah Rukh Khan “a bit confused” and the Bollywood superstar said it would have been “fair for everyone” if all the players are put up for auction in November.”New IPL rules a bit confusing. Two new teams added (good). All players should go into pool to make it fair for everyone. Simple & straight,” Shah Rukh wrote on his twitter page.With the inclusion of two new teams in the IPL — Sahara Pune Warriors and Kochi team, the IPL Governing Council proposed a revised structure but it has not gone down too well with some of the franchise owners voicing their concerns publicly.The new rules state that the 10 teams will be divided into two groups and there would be 74 matches in the next three IPL seasons.The eight original franchises will be allowed to retain four players, including a foreigner. Besides the four players, the rest of the squad would be selected through open bidding.It has also been made mandatory for the players retained to be amongst the registered players for the 2010 season. The fee of the players retained would be decided after mutual agreement between the stakeholders.The salary cap of the franchisees has also been raised to USD 9 million. But if any franchisee retains all the four players, it will have USD 4.5 million per year to spend on other players.The new rules have limited the number of players to be 30 for a squad.advertisement
PDEA chief backs Robredo in revealing ‘discoveries’ on drug war Grace Poe files bill to protect govt teachers from malicious accusations ‘We are too hospitable,’ says Sotto amid SEA Games woes DAYTONA BEACH, FL – FEBRUARY 17: Denny Hamlin, driver of the #11 FedEx Express Toyota, celebrates in victory lane with team owner Joe Gibbs after winning the Monster Energy NASCAR Cup Series 61st Annual Daytona 500 at Daytona International Speedway on February 17, 2019 in Daytona Beach, Florida. Jared C. Tilton/Getty Images/AFPDAYTONA BEACH, Fla. — Joe Gibbs closed his eyes during a tribute lap for his late son, while crew members raised a banner to honor the co-founder of Joe Gibbs Racing.J.D. Gibbs had been hand-picked by his father to run the organization, changed tires during the early seasons, had a brief stint as a driver, pushed for a pivotal switch to Toyota and discovered Denny Hamlin. He signed Hamlin to drive the No. 11, his number from his football days, and it is his name above the driver door on Hamlin’s car.ADVERTISEMENT SEA Games hosting troubles anger Duterte Women’s basketball teams honor cancer survivors Urgent reply from Philippine football chief Don’t miss out on the latest news and information. J.D. Gibbs died last month following a long battle with a degenerative neurological disease and Hamlin dedicated this NASCAR season to Gibbs’ memory.When Hamlin crossed the finish line Sunday night to win his second Daytona 500 in four years, Joe Gibbs could not hold back what the moment meant to him. A Hall of Fame NFL coach with three Super Bowl victories ranked JGR’s third Daytona 500 win as top.FEATURED STORIESSPORTSPrivate companies step in to help SEA Games hostingSPORTSUrgent reply from Philippine football chiefSPORTSPalace wants Cayetano’s PHISGOC Foundation probed over corruption charges“It’s the most emotional and the biggest win I’ve ever had in my life in anything” Gibbs said. “J.D. built our race team, was the guy that ran day to day operations for 27 years. He invested his occupational life in our race team. It was the most important night in my occupational life.“I know J.D. and everybody in my family was emotional.” LATEST STORIES Oil plant explodes in Pampanga town US judge bars Trump’s health insurance rule for immigrants MOST READ View comments Busch, now winless in 14 Daytona 500s, was initially openly disappointed in falling short.“He’s got two, I’ve got none, and that’s just the way it goes sometimes,” Busch said.But he reiterated the JGR and Toyota goal of working together to win the race and noted he didn’t have much of a shot at beating Hamlin because the field had been decimated by a flurry of late accidents.“Was trying to make sure one of us gets to victory lane, first and foremost,” Busch said. “There wasn’t enough cars out there running at the end. I don’t know how it would have played out.”Hamlin and Busch alternated as the leaders during the handful of late restarts, and the final rush to the checkered flag was a push to hold off Ford driver and reigning NASCAR champion Joey Logano. The Ford camp went 1-2-3 in both of Thursday’s qualifying races and was favored to win the Daytona 500.Logano, who started his career at JGR, settled for fourth and also took a moment to honor J.D. Gibbs.“I’m not a Gibbs driver but for what J.D. has done for my career is the reason why I’m sitting here today,” Logano said. “As bad as I want to win it, it is pretty cool to think that the first race after his passing, to see those guys one, two, three, it just says he’s up there watching and maybe gave (those) guys a little extra boost there at the end.”Hamlin last year suffered through his first winless season in the Cup Series and made a crew chief change during the offseason. When he won the 500 in 2016 it was his debut race with crew chief Mike Wheeler, and this victory came in his first race with Chris Gabehart.Hamlin’s first Daytona 500 victory was in a photo finish against Martin Truex Jr. and the celebration was a blur. This one, he said, he will enjoy.“I think I was so dumbfounded about everything that happened the first time with the photo finish and everything,” Hamlin said. “This one lets me soak it in a little bit more. I’m going to have a terrible hangover tomorrow, but I’m going to enjoy it the rest of my life.” Sports Related Videospowered by AdSparcRead Next Hamlin came to Daytona determined to honor his late car owner with a victory.He delivered a storybook tribute.Hamlin led JGR in a 1-2-3 sweep of the podium in overtime and was met in victory lane by the entire Gibbs family, including J.D.’s widow and four sons.“He meant a lot to me and it’s hard for me not getting choked up because I’ve been choked up about 100 times about it,” Hamlin said. “Just to have Melissa (Gibbs) and all the kids here, it’s just crazy.”Kyle Busch and Erik Jones finished second and third as JGR became the second team in NASCAR history to sweep the Daytona 500 podium. Hendrick Motorsports did it in 1997 with Jeff Gordon, Terry Labonte and Ricky Craven.ADVERTISEMENT Private companies step in to help SEA Games hosting PH underwater hockey team aims to make waves in SEA Games PLAY LIST 02:42PH underwater hockey team aims to make waves in SEA Games01:44Philippines marks anniversary of massacre with calls for justice01:19Fire erupts in Barangay Tatalon in Quezon City01:07Trump talks impeachment while meeting NCAA athletes02:49World-class track facilities installed at NCC for SEA Games02:11Trump awards medals to Jon Voight, Alison Krauss
Originally published Jun 7, 2007 5:30:00 PM, updated March 21 2013 So, back to the original question: Does getting a bunch of articles on the digg front page improve your grade? The answer is: Yes, but not directly. Since this is a new feature, it is not incorporated into the algorithm that calculates the final grade yet. We may change this later. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Digg.com is a social content site. Users submit articles that they like and find interesting and other users can then “digg” these articles. With enough diggs, an article can make it to the front page of digg.com (and as a result, a lot of server-crushing traffic ensues). Here’s the information we currently grab and show: Last night, a new feature was added to Website Grader 3. How many of these articles made it to the digg popular page? 2. What’s the total number of “diggs” (votes) that these articles received? Check out the new feature and let me know what you think. Might also be interesting to run a report for some of your competitors and see if any of them have been able to get an article on the digg front page. Since Website Grader attempts the measure the marketing effectiveness of a website and social media sites like digg.com are becoming increasingly important as way to gauge audience interest, it seemed like a natural thing to check out the “digg-savviness” of a website. And, in case this article winds up digg.com, give it a digg. Would be cool for WebsiteGrader.com itself to have an article on the digg popular page. 1. How many articles from the website were submitted to digg? which will uses the newly available digg API (application programming interface) and shows a summary of digg submissions for a website.
Digital Body Language – This phase is the “operationalization” of the solution and is broken down into Beginner, Intermediate, and Advanced company stages. Each sub-phase is characterized individually and highlights the “growth in the competency.” Engage – In this phase, the work of implementing the solution, integrating the solution with CRM, and setting up processes for how to use the system occurs. Training also takes place in this phase. SEO for Lead Generation Kit We also observed that marketers with a strong traditional brand or creative background, were struggling to make the change to demand-generation marketer. I caught up with Debbie via email after her talk, and she answered a few questions about demand generation, marketing automation and the ways in which small business can take advantage of both. – In this phase, the Use Cases are utilized to obtain approval from senior management and to help select the right lead management system. . help pull opportunities through the sales funnel quicker A: I think having a strong background in sales is part of why our firm is such a leader in this space. Demand generation is all about working with both sales and marketing to produce high quality leads and then to use some of these same technologies to make better pursuit decisions in the sales cycle. If I did not have a solid sales background, I think this would be a harder leap for me to make and harder for my clients to understand. A: The best are the marketing automation vendors themselves. I remember the first time I saw Eloqua – I wanted my sales people to be able to sell like my Eloqua rep. The same is true of marketers. Quite often I hear comments like, “I want to run campaigns or set up lead nurturing like you did to me!” If you enter into a sales cycle with one of these vendors, you will get a best practices example of how you can most effectively use this technology. , Align A: Great question and it’s one that we educate on quite consistently in all of our speaking engagements and certainly with all of our clients. A: These seem like practices that would only be practical for big companies with deep pockets. Is that true? (Besides the HubSpot Blog and the A: Great question! 2. Not having a common language of leads improve marketng efficiencies drive revenue through high quality lead generation Q: Where should small businesses start with marketing automation? What’s really cool about demand generation practiced with sophisticated marketing automation is that there are only about 2,000 companies who are practitioners. This is still a very early category that is growing at about a 2x rate. A: Great new book by Steve Woods – ” . Q: You have a very strong background in sales, but you’re now a principal at a firm that helps companies with demand generation and marketing automation. Can you explain the transition? Laura Ramos We did a study last year in which we interviewed leaders in demand generation and also did a large online survey with OMS. One of the more interesting findings from the study was that we are now seeing a variety of backgrounds including sales, finance and operations as becoming common for those marketers responsible for demand generation. Q: What are the two most common problems that you see when you begin an engagement with a company? Originally published May 13, 2009 5:43:00 AM, updated October 20 2016 Online Marketing Summit Download our 1. Non-alignment of sales and marketing Sirius Decisions Q: What do you read — and what should marketers and small business owners read if they want to learn more about this world? Get Results – In this phase, marketing is gathering information and is beginning to educate themselves and senior management. This phase begins to build buy-in for implementing a demand generation solution. Demand generation is the revenue-focused set of activities of both sales and marketing that: our web site DemandGen Report Q: What companies do you look to as examples? Who has most effectively implemented marketing automation solutions? – In this phase, the important work of aligning sales and marketing begins and common ground is reached for establishing the critical criteria for success with demand generation. Sales and marketing work together to create a set of Use Cases, which will help them select the right lead management system. The Use Cases will define how they can best use a solution to generate leads and revenue. They’re also a tool used to cement buy-in from senior management. While both of these sound obvious and perhaps simple, it happens in every company we work with. Improving the alignment of sales and marketing for successful demand generation is wrapped into all of the core processes we employ while working with our clients (using Life of a Lead, Lead Scoring, Lead Management, SLAs and Guiding Principles). In addition, creating a common lead language (a natural output of Life of a Lead and Lead Scoring) is the first output of all of our engagements. For any company, working with any marketing automation system, having these two key elements in place, will go a long way towards ensuring demand generation success. , , a firm that helps companies improve their lead volume and quality. , “, anything from Pedowitz Group blog !) Every engagement we have with a client begins with a Business Process Review which involves BOTH sales and marketing. In this process, we document the Life of a Lead and create a lead scoring framework. This BPR helps the dialog and understanding between sales and marketing. So while we are facilitating, we are wearing both the sales and marketing hat. If I had a traditional marketing background, this would be much harder to facilitate. At last week’s Select These technologies work both in the marketing lead generation funnel and the sales funnel. Marketing automation is a poorly chosen term that describes an emerging category of Web 2.0 technoloy designed to: Learn more about how you can optimize your site to get found online in search engines to generate more leads for your business. Q: Let’s backtrack for a minute: What, exactly, do you mean by demand generation and marketing automation? A: We have a very clear process for how any company should start with marketing automation. We call it the LASER Apporach – Learn, Align, Select, Engage, Get Results. You can learn more about the best practices methodology for getting started with demand generation on get quality leads into the top of the sales funnel MarketingSherpa Q: Absolutely not! We work with many start-up and small to medium sized businesses (SMBs) who have embraced these technologies and practices to make a huge difference in their revenue picture. Just in the last year, the number of solutions that are available to this market has grown rapidly and with that growth has come many options and pricing ranges. Additionally, we are seeing VCs taking an interest in these technologies as they see them as a way to help ensure revenue growth. Pedowitz Group at Forrester Research. Learn The conclusion: having a sales background is excellent for this space. and if you don’t know about how sales works in your company today, find out! in Boston one session stood out for me: Debbie Qaqish’s fantastic talk on demand generation essentials. Debbie is chief revenue officer at the search engine optimization for lead generation kit Topics: Passing Leads to Sales Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
Twitter Demographics The History of Twitter 14. Topics: Twitter Marketing Data Originally published Jun 2, 2010 10:00:00 AM, updated October 20 2016 1. 7. 13. use Twitter to drive traffic and leads Twitter Facts and Figures Most Retweetable Days and Times 5. Before: 11. Visualizing Twitter Conversations in Real-time Information Creation and Circulation Before and After Twitter 10. The Journey of a Tweet The History of Twitter’s Valuation 2. Twitter Territory 12. After: Twitter Twitter on Paper The Path to 10 Billion Tweets from Mashable 4. 15. 16. More Truth About Twitter – Twitter Stats and engage with customers. Facebook vs. Twitter 9. Twitter’s Most Influential Users The Anatomy of a Tweet , while simple, is often a confusing social media platform for marketers and business owners. This post provides a treasure trove of statistics in the form of infographics related to Twitter. This information can empower businesses to better understand and leverage this simple yet powerful platform. 17. If You Printed Twitter As businesses better understand Twitter and how it operates as a communication platform, they can then understand the best ways to 6. Why We Love Twitter 8. 3. What do these statistics mean to your business? 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 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 SlackSlack
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:
Topics: Not only will your press release performance improve, but you’re able to repurpose some of that visual content in other areas of your marketing — like emails, landing pages, social media, and blog posts.The Drawbacks of Using Press Releases1) Press releases alone don’t help your SEO.As mentioned earlier, press releases can help SEO if there is additional editorial content published as a result of your press release. However, despite popular belief that press releases help your SEO, they actually don’t help as much as you think. A recent article quotes Matt Cutts of Google verifying that your SEO ranking in Google will not increase after a press release is posted.Why is that? Because press releases are syndicated for a certain amount of time … but are actually taken down at some point. Even though they are full of keywords and your company’s name, their temporary status online does not lead to any progress in the SERPs.As mentioned before, press releases can help your SEO in an indirect way — by leading to other beneficial press. However, your PR strategy should not depend on them for SEO success. Use them as a means to an end that will get you higher rankings, instead.2) Press releases don’t improve your communication with consumers.Even though press releases may get the attention of a journalist, it is very unlikely that it will reach your target audience (or enough of them to make a difference in your marketing). Consumers like to read information in a way that is easy to digest, and feels more natural — like news stories and blog posts. The press release format takes longer to read, and is often harder to understand without reading a couple times through. In a world with thousands of stories being posted every hour, readers want to be able to quickly understand the story by reading it through a blog post or another form of writing.So marketers, that means in addition to posting your press release, you should make sure the content is somewhere else in a better format so that your audience gets access to it. Instead of promoting your press release through social channels or email, promote your blog post to achieve the same effect of the press release and get your audience the information in the announcement.3) Press releases are difficult to measure.Data is the prime way marketrs can prove success to the rest of their department and company. Unlike other parts of your marketing strategy, however, press releases are extremely difficult to measure, and therefore it’s hard to prove whether or not they are successful. I mean, it’s pretty hard to say “X amount of people viewed our release, and X amount of journalists decided to write about it/not write about it as a result.”Do not rely on press releases to be the way you prove to your boss that public relations is a necessary part of your marketing strategy. Press can be measured in some ways, like how many times your press release was reposted, or referral traffic from the release (if you used tracking tokens in your release’s links), but it’s hard to get an accurate number of just how many leads or customers are generated as a result of your work.4) Press releases are not cost effective.Posting one press release can cost hundreds of dollars, if not over a thousand dollars. Many times they are not picked up by journalists and are simply reposted on other websites. They have become a bit outdated as public relations relies more on building relationships with the media instead of sending out hundreds of emails with press releases to journalists you may not even know.Marketers, instead of spending your dollars on posting press releases to the wire, spend time meeting with journalists, figuring out what they look for before writing a story, and finding out what beat they write about. Building these relationships with the media will end up paying off much more than having a strategy where you simply post press releases onto the wire.What other things are press releases great for — and not so great for — in your marketing?Image credit: Ionics Originally published Jan 14, 2013 9:00:00 AM, updated September 05 2017 Public Relations Are Press Releases Effective?Press releases have become less meaningful to reporters that read them, as more low quality submissions have flooded the market. While still a viable marketing channel, over time press releases have become less favored to other digital tactics that are measurable, scalable, and cheaper.When a marketer sets out to create a public relations strategy, the first move is often to get started publishing press releases. That would have been the most effective way to get out your message and get some press … years ago. However, there are now other tactics that need to be coupled with press releases in order to make them effective.As a marketer, it’s important to know when press releases will benefit your public relations strategy, and when another tool or tactic should be used. There are many cases when press releases are still valuable to use, but there are even more misconceptions about them. We’re going to debunk all of those right now, and lay out exactly when press releases rock — and exactly when they don’t.Download Now: Free Press Release TemplateThe Benefits of Using a Press Release1) It will be picked up by other publications.The purpose of a press release is to get your news in front of as many people as possible. Many companies see success by posting a press release to the wire, where it will be sent out to thousands of publications and ultimately reposted other places online.But how do you really get some attention with this tactic? First, we’ve found that when companies include data in their press releases, it’s even more likely that it will be picked up by other publications. But even more important than presenting your story with interesting soundbites — yes, there’s more to success here than just quality content (gasp!) — you need to get your timing right.According to our own Dan Zarrella’s research, press releases are viewed on average about 275 times during the week:And the media views it about an average of 70 times during the week:The more people, especially journalists, who are viewing your press release, the more likely you are to have it picked up by other publications. So if your goal is to get a lot of views and reposts of your press release, it may be something valuable to include in your strategy, provided you’re timing it right ;-)2) You build links.One of the greatest benefits to including PR in your marketing strategy is link building. Even though an actual press releases does not necessarily help with SEO (stay tuned for more information about that later on), the editorial coverage you get from a press releases will bring great benefits to your SEO. Make sure to include keywords that you want to rank for in your press releases so that when journalists see the release, they may include some of those keywords, themselves — particularly if they pull quotable snippets from you to include in their own coverage.According to an article by Search Engine Watch, there is tremendous synergy between SEO and PR — and hey, we believe it, too. The press that stems from a press release is a boon for SEO managers everywhere, because remarkable actions spur people to create (read: activity that warrants press coverage) tends to spur content coverage. And coverage of your brand often also comes with inbound links back to your website. That means you shouldn’t depend on your press release to do all the work; it might simply be the means for communicating to the rest of the world that more coverage of a story is warranted. You can, however, use press release real estate to sprinkle in important keywords, and include helpful links for readers and media alike.3) They help journalists check information.When you create a press release, all of the information you want journalists to know about your company is in one place. Even external documents, including presentations and research documents, are available in a press release, making it really easy for journalists to find and accurately reference all of the information they need to write their story (about you!).Even when you’re connecting with a journalist by e-mail, and not just putting a press release on the wire in the hopes it will be picked up, include an attachment to a press release to help the journalists out. It makes writing about your company insanely easy, and establishes a good relationship that will help you get future press coverage.4) They refine your messaging.As you’re putting your press release together, you need to make sure you’ve nailed your messaging for the announcement to get maximum exposure. It’s the place everyone will go — both within your company, and externally — to get “the story” and cite important data points. When you’ve refined the messaging of your press release, you’re providing the right messaging for all other content creators to draw upon. From bloggers, to sales reps, to external content creators, everyone will be speaking about your brand with a unified message that’s set forth during the drafting of your press release.5) The best press releases provide content for other marketing channels.The content you should include in press releases is pretty standard from release to release: an opening paragraph giving more information on the story; background information on the company; quotes from employees; and, of course, your boiler plate at the end. But then there’s the extra stuff that takes a press release from typical to rock-star status. For instance, the previously cited research from Dan Zarrella shower that if you can provide links to videos and embed pictures in the press release, that increases engagement by about 18% for photos and 55% for videos. Don’t forget to share this post! 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Originally published Dec 4, 2013 4:00:00 PM, updated February 01 2017 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Email Templates This post originally appeared on Inbound Sales, a new section of Inbound Hub. To read more content like this, subscribe to the Sales section.Hi. My name is Michael Pici, and I thought I’d share some content around writing emails in order to … okay, I’ll stop right there. Does that opening honestly make you want to read this blog post any further? Probably not. That’s why it bewilders me that sales reps and marketers actually use this structure to contact their prospects.The purpose of a prospect email isn’t simply to send it — it’s to get a response too. That’s why I’d like to share my five-part sales email template for writing emails people actually want to respond to.I first presented this content through an Intelligent.ly class on writing awesome emails. The room was full of marketers, salespeople, small business owners, and others who simply want to see success through their email efforts. And since they shared how they found it valuable, we adapted the presentation into a SlideShare for others to check out as well, which you can check out below. Topics: How to Write Emails People WANT to Respond to [Sales Template] from HubSpot All-in-one Marketing SoftwareOne of my favorite parts of presenting this to the Intelligent.ly class was hearing examples of how people are writing their emails using these best practices. Whether you attended or not, I’d love to hear example use cases below.Michael Pici is an inbound marketing and sales specialist at HubSpot. He was previously an account executive for Bouvier Insurance and Liberty Mutual. He also co-founded sellinbound.com where he shares modern sales best practices. To hear more from Michael, subscribe to our sales content here.
Almost 10 months ago, I had my first day at HubSpot. I was excited about lots of things — the candy wall in the kitchen, the free coffee, and, you know, working with some great people — but one of the things I was most looking forward to was a fresh, clean email address. It was brand new. No one was selling it to unscrupulous marketers to spam me with irrelevant and annoying sales tactics.I was free … but not for long.Ten months later, my spam filter gets more and more email garbage each day, mostly filled with cold emails pitches. I’m sure your email address experiences the same thing. Last week, I got a particularly horrendous spam email that somehow got through my spam filter. It was impersonal, confusing, and broke some CAN-SPAM best practices. Yikes!Since the best way to learn how to do something is to sometimes hear how not to do it, we’re going to pick apart the horrible email below. All identifying information has been removed, but everything else has remained unchanged.So let’s take a look at this horrible email and see just what the fuss is all about. The Anatomy of a Truly Horrendous Spam Email *) Sending Spam EmailsIt’s kind of like the first rule of Fight Club: The first no-no of sending bad spam emails is (you guessed it!) sending spam emails in the first place. There’s not really a “great” way to send a spam email.Instead, you should be organically growing your email lists and only sending emails to people who’ve opted in to receive them. Your Sender Score will be better and your subscriber list will be happier. 1) Irrelevant Subject LinesFrom the first thing I see, I know that this email is going to be irrelevant and spammy. I work for an inbound marketing company — why would I be interested in buying lists? On top of that, telling me that people opted in to those lists doesn’t really change that fact. (Honestly, I don’t even know why I clicked through.)If you’re going to be emailing people, you’ve got to make sure the subject line of the email aligns with your subscriber list’s interests. 2) Standard, Thoughtless Greetings”Hi,” “hello,” “hey”: all “acceptable” greetings you can use in your emails. But this email is forgetting one crucial element of a greeting: my name. It sounds so simple, but it’s something that lots of people get wrong.Even though most people know that personalized emails are usually customized by a machine, adding that small touch to your email makes people feel like you’re talking to them Most marketing software, like HubSpot, will let you personalize your email greetings. The point here is simple: Make sure you’re taking advantage of this feature!3) Confusing Opening LinesI’ll admit it — the opening line of this email was the deciding factor in writing about it here. It’s just so crazy. If the sender has just a few seconds to hook me, why would they include the most confusing opening line ever? Is “Happy New Year” a saying that deserves quotations? Am I supposed to imagine the sender actually saying that out loud? Or does the sender not know how to use quotation marks like in this scene from Friends?Seriously folks, you’ve only got a second or two to hook your email subscribers in your opening sentences, so use your time wisely.4) Irrelevant OffersAt this point in the email, I wondered again whether the person knew who they were emailing. I’m guessing no … because with a few seconds of research, it’d be very evident I — or anyone else at this inbound marketing company — wouldn’t want to hear about purchasing email lists. In your own emails, since you’re not going to be spamming random lists you’ve bought, make sure your message is tailored to the audience receiving the email. The easiest way to make sure this happens is to segment your lists properly. 5) Filler Keywords (?)At the bottom of the email, I can’t help but be confused — yet again. What the heck are those keywords doing there? It wasn’t a company tagline or a link to its products. In fact, the company name wasn’t anywhere in the email at all. Was it a way to game your inbox search? I really have no idea.In your own emails, cut anything that might seem out-of-place and irrelevant to your audience — it could be the difference between someone clicking through on an email and deleting it. 6) CAN-SPAM ViolationsNote: I didn’t redact this information in the email footer — it was already like this. I don’t even know which company is sending me this spam email unless I look at the end of the sender email address … and after Googling the company name, I found out that the sender and the company were fake. Seriously … just … yucky.If you’re sending emails, make sure it’s very obvious who you are sending email on behalf of. 7) Difficult UnsubscribesIf I’m not able to unsubscribe from your email list with the click of a button, your email is going in the spam folder and your sender name will get blocked. Though technically, according to CAN-SPAM, you only have to not make it difficult for people to unsubscribe and honor the unsubscribe in 10 days, it’s a PITA to unsubscribe from spam emails like this.Do your subscribers a favor and allow them to unsubscribe with a few clicks of their mouse — most email marketing solutions will make this process incredibly easy for you and your subscribers. Even if you’re not sending spam emails specifically, you should avoid all of these email no-no’s. Your subscribers will be more excited to receive emails from you and see the count next to their spam folder get smaller and smaller — a win-win for everyone. What horrible tactics have you seen in your spam email folder? Share your stories with us in the comments. Topics: Originally published Jan 29, 2014 8:00:00 AM, updated February 01 2017 Email Deliverability Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
Improved Brand Image71% Benefits Percentage of Respondents Better Communication78% Building Better Connections With:Percentage of Respondents Better Leadership45% Other31.4% None of the Above5% Sources:http://www.go-gulf.ae/blog/ceo-social-media/http://ceo-positions.blogspot.com/2014/03/why-ibm-was-wrong-social-ceo-isnt-more.htmlhttp://www.forbes.com/sites/markfidelman/2012/05/22/ibm-study-if-you-dont-have-a-social-ceo-youre-going-to-be-less-competitive/ Additionally, CEOs who participate on social media are able to build better connections and a stronger network. These connections can turn into customers, partners, or employees down the line.Better Connections Made From CEO Participation in Social Networks Improved Company Morale45% There’s lots of up-side to social media. Better communication, better branding, more customers, more transparency. Maybe there are CEOs out there who don’t want all that. I’ll assume most want it if it’ll benefit their businesses.Learn How to Be a Social CEOWhether you’re brand new to social or looking to spice up your game, HubSpot CEO Brian Halligan will be divulging his secrets to being a strong social leader in a special webinar: The Rise of the Social CEO. During the free webinar you’ll learn:The top CEOs on social and how they do things differentlyCommon mistakes executives make on social and how to avoid themHow to optimize and amplify your social presenceYou can register for the webinar here. You won’t want to miss it.Remember — deciding not to invest more in social may not hurt you. But it will certainly help your competitors. Your choice. Topics: More Transparency64% Brand Management Everyone’s doing it. Tweeting. Following. Friending. It feels like the entire world and their grandmother is on social media. Everyone except for Chief Executives, it seems.Yesterday a colleague told me only 1 in 5 CEOs have a social media account. [Tweet This Stat]”Really?” I thought. “Hello, it’s 2014!” But then I Googled it. Sad, but true.Not only that, only 50% of CEOs have a personal bio on their website. Fewer have one on LinkedIn. It’s as if they have something to hide.Out of all the people within a company that should be most present where millions of customers, prospects, suppliers, shareholders, and employees interact, you would think the head honcho would be one of them.It appears that for most CEOs, their social media strategy is to ignore it entirely. And it’s not just the CEO. Many corporate executives seem to be pulling a Ferris Bueller on the socialphere.Bueller? Bueller? Anyone?And then I thought, so what? CEOs are too busy to be tweeting. Plus, their industry isn’t on social anyway. And ROI can’t be measured. And it’s too risky. Actually, it’s really just for young people. Or the marketing department. Yep, social is no place for a CEO.BS. Those are all lame excuses.The truth is, CEOs can’t afford to ignore social media. Not in today’s world. When CEOs choose to resist social media, they fail to realize that their absence not only impacts their personal reputation but also that of their brand’s. According to a recent post by enterprise marketer Lindsey Gusenburg:”There is a growing expectation from consumers and employees alike that the leaders of companies, large and small, should embody the brands they represent — and demonstrate that commitment by being visible and accessible on social media.”Social media isn’t just about tweeting or Facebooking. It’s not about hopping on the bandwagon. It’s not about hanging with the cool kids.It’s about transparency and trust. Social is branding.When CEOs choose not to be social, that transparency and trust suffers. It doesn’t matter what industry you’re in or what audience you sell to. Are Brands With Unsocial CEOs Less Competitive? Awhile back, Forbes published an article stating, “If you don’t have a Social CEO, you’re going to be less competitive.” Is there actually a negative impact to being socially left out? If a brand has a strong following on social, why does the CEO need to follow?While the article has a valid point, not every CEO agrees. According to an interview by author Susanne Mueller Zantop;”Sebastian Thrun, co-founder of Google X and the person behind Google Glass told me recently that he thinks the job of a CEO is fundamentally antisocial. Politicians and celebrities can measure the advantages of their social engagement. They need fans. CEOs don’t need fans.”Well then, if the CEO doesn’t need fans, than neither does their company.49% of corporate reputation is attributed to how people view the CEO. [Tweet This Stat] Not a fan of the CEO? Might as well say goodbye to half of your business (okay, a little drastic, but you get my point).In fact, among the 50 top-performing companies, 72% of CEOs are active on social media. Not quite causation and correlation, I agree, but interesting nonetheless.Additionally, according to various studies and reports:82% of consumers are more likely to trust a company whose CEO and leadership team engage on social media. [Tweet This Stat]Half of consumers believe CEOs who don’t use social will lose touch with consumers. [Tweet This Stat]78% of employees want to work for a CEO who engages on social media. [Tweet This Stat]81% of employees consider social CEOs better leaders. [Tweet This Stat]93% of employees feel social CEOs are better equipped to handle a crisis. [Tweet This Stat]CEOs and corporate execs are the face of their brands. Richard Branson (4.6M followers), Arianna Huffington (1.52M followers), Elon Musk (638K followers) are all great examples of CEOs who have built their businesses from the power and influence of their social presence. Social media helped project their ideas and their products to a community of millions. Fans on social listen. They engage. They share. They communicate. No expensive ad campaign or clever marketing message will do that.The Benefits of a Socially-Strong CEOAccording to a survey by BRANDfog, they’ve uncovered some of the primary benefits to why CEOs should get social: Major Benefits of CEO Participation in Social Networks Investors66.3% Originally published Apr 29, 2014 3:00:00 PM, updated February 01 2017 Customers89.3% Employees84.7% Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
Instagram Marketing Originally published Sep 29, 2014 12:00:00 PM, updated October 30 2019 Topics: Over the years, I’ve noticed that there are certain brands that have managed to stay on top of cool social media trends.I know how hard it is to keep up with all the changes. There’s a lot going on in that world. New features are constantly being added to Facebook, Twitter, LinkedIn, Instagram … and once you’ve mastered one, another one pops up.But, like I said, there are certain brands that always seem to be experimenting with these changes, fearlessly, as soon as they come out. Starbucks is one of these brands.A few days ago, as I was scrolling through my Instagram feed, I came across this video on Starbucks’ Instagram account:How did they do that?! If this was your first reaction, then welcome to the club — that was exactly what I said when I saw my first Hyperlapse video.If you’re wondering what a Hyperlapse video is, then you’re in the right place. In this post, I’ll explain what Hyperlapse is, how to make a Hyperlapse video, and show you some cool examples of brands already doing it.First of all, what is Hyperlapse?Hyperlapse is a free app by Instagram that condenses videos into brief, moving, hyper-speed videos. Instagram released the app in mid-August 2014 in an effort to deliver more “simple yet powerful tools that let people capture moments and express their creativity,” according to their blog.The key innovation here is the built-in stabilization technology that lets you film these time lapse videos without having to keep your hands still. It’s a perfect way to deliver a message to social media users with short attention spans.How can I use it in my marketing?Before we get to the instructions, let’s see how you can use it in your Instagram marketing using some examples of brands that have done it well.Official Tourism Organisation of DenmarkWho knew there were cool, winding bridges made just for bikes over in Copenhagen? I sure didn’t, and this video from Denmark’s Tourism Organization makes me want to hop on a plane over there stat.Use Hyperlapse to give your followers a tour of your office, an event you’re participating in, or an activity that’s related to your product or service. Just remember: Move slowly. If you move the camera around too much or too quickly, you’ll give your audience a headache.MazamaMazama used Hyperlapse to show how their products are designed and produced. How their “drinking vessels” are made is as important to them as the final product, so these videos align very well with their company values. (Plus, they’re really cool to watch!)FootlockerFootlocker used it to create hype around a new product. The video caption reads, “The Nike Kobe 9 ‘Bright Mango’ drops TOMORROW! Will you be lacing these up? #approved #hyperlapse”. Which of your own products could you feature using a time lapse video?Okay, I’m ready. How do I make my own Hyperlapse video?Want to make your own? Of course you do! It’s so easy that you don’t even need an account. Follow the steps below to get started — and practice a few times until you get it down pat.Step 1: Download the free app and open it on a mobile device.It will open straight to the video camera. No account needed.Step 2: If prompted, allow it to access your camera.Step 3: Tap the white circle once to begin recording a video, and tap again to stop.You can record for as long as you’d like.Step 4: Choose a playback speed between 1x-12x.It’ll show you how long the hyperlapsed video will be for every speed in comparison to how long your video was in real time. For example, a 40-second video in real time will become roughly a 7-second Hyperlapse video at 6x speed.Step 5: Tap the green check mark to save it to your camera roll. From there, you can upload it straight to Instagram or Facebook (or upload it later by accessing it on your camera roll).Step 6: Share away on social media!Here’s what one of ours looks like on Instagram:Have you used Hyperlapse to jazz up your marketing? Tell us your tips in the comments below! Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
These 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 SlackSlack
Topics: Facebook Marketing Originally published Jan 16, 2017 8:00:00 AM, updated February 01 2017 In December 2016, Facebook co-founder and CEO Mark Zuckerberg stated that Facebook has evolved from a traditional social media network into a new type of media company — one that offers a hybrid technology and news platform where content creators and readers publish, share, and talk about what’s happening in the world.The announcement marks a shift from Zuckerberg’s previous statements that Facebook would not become a media company, and the significance is meaningful. Facebook has started taking greater responsibility for content shared on the platform, and over the past several months, it has rolled out many new features that are highly relevant for content creators and social media managers to learn more about.We know it’s challenging to keep up with all of the breaking technology news out there, so we’ve compiled a list of recent changes and new features to Facebook for marketers to plan for.7 New Facebook Features You May Have MissedJanuary 2017Facebook Journalism ProjectFacebook cemented its role as a new kind of media company with the announcement of the Facebook Journalism Project, its initiative to collaborate more closely with journalists and content creators publishing on the platform.According to Facebook Director of Product Fidji Simo, here’s how the Facebook Journalism Project will work:1) Facebook will work with news outlets to develop new ways of creating and distributing content on the platform.Facebook wants to work with news organizations to help make new content formats, such as Facebook Live, 360 video, and Instant Articles, work better for publishers. Simo also mentions an interest in creating new products that better suit readers who are getting news from the platform — approximately 66% of Facebook users. One feature Facebook is launching under this initiative is the ability for publishers to share multiple Instant Articles in a single post, like a mini digital newspaper. Here’s what it will look like:Source: Facebook 2) Facebook will provide partner journalists more tools for analyzing content performance.Facebook Page administrators can now designate contributors so different journalists can post content on the platform, similar to a traditional newsroom. Additionally, the Facebook Journalism Project will provide more video analytics insights for publishers on the platform. Now, video content creators will be able to see more meaningful metrics for how live and regular videos perform on Facebook, such as total minutes viewed and total engagements.Source: Facebook3) Facebook will continue its initiative to fight fake news and promote greater news literacy.After news broke that fake news stories outperformed real news stories on the platform during the U.S. election, Facebook announced new initiatives to make it harder to publish and easier to identify hoax news. The initiative include working with third-party fact checkers, disrupting financial incentives for hoaxers to post these stories, and making it easy for Facebook users to dispute content that they believe is fake. This system will make the content appear lower in the News Feed, produce a warning to readers that the content is under review, and the content can’t be promoted or turned into an ad. Here’s how disputed stories and warnings will appear in the News Feed:Source: FacebookThe Facebook Journalism Project was just recently announced, and we’ll report back on any new publishing formats or changes as they evolve. For now, content creators should experiment with new capabilities and analytics as they become available in order to better measure their social media strategy’s efficacy. Video insights in particular will be highly useful as it becomes easier for marketers to create more video content. Facebook Live Broadcasts From ComputersFacebook Live, which lets users broadcast live video from their mobile phones directly onto the News Feed, launched in May 2016. It quickly experienced rapid growth, and Facebook recently announced that Pages will now be able to broadcast live video from computers in addition to mobile phones.This update will make it easier for users to go live, which has its pros and cons. Filming from a laptop or desktop computer keeps the camera steadier than holding a mobile phone, which improves video quality for broadcasters. On the other hand, part of Facebook Live’s appeal is in the ability to start recording a remarkable event at a moment’s notice while you’re on the go. If Facebook Live videos are staged and filmed statically from a computer, will they be as popular among viewers? I asked HubSpot Social Media Marketing Manager Marissa Emanuele what she thought of the latest changes to Facebook Live. “The ability to broadcast Facebook Live from your laptop will certainly change the content landscape. They’re moving away from the real time/in the moment feel, and shifting to a more professional, polished tone. This could drive more consumer adoption in the future, as it can feel more natural to be on your laptop’s webcam versus holding a camera,” she explained.Mid-Roll Video AdvertisementsRecode reported that Facebook will start giving video content creators the option to insert ads into videos at least 90 seconds in length after viewers have watched them for at least 20 seconds. Facebook sources said the platform would sell the ads and share 55% of the sales with publishers — the same share that YouTube offers.Facebook users watch 100 million hours of video per day, and most video content creators haven’t generated money because Facebook hasn’t permitted ads that run before the video content starts (as is on YouTube). When these mid-roll advertisements launch, publishers will have to create highly engaging content in order to a) get viewers to watch for at least 20 seconds, and b) continue watching the video after the ad plays.“Mid-roll video advertisements will incentivize marketers to create video content that doesn’t just chase vanity metrics (such as views) but also focuses on retention,” Emanuele notes. “This should push all of us to create stronger content that resonates with our audiences.”For now, marketers should beef up their video marketing skills if they want to monetize their content when this feature becomes available.August 2016More Independent Messenger PlatformFacebook’s messaging app, Messenger, has 1 billion monthly active users around the world, and Facebook has been evolving the app into a content sharing and communicating platform in its own right.In 2015, users could start signing up for Messenger without a Facebook account. In June 2016, Messenger for Android users could start sending and receiving SMS messages. Most recently, Messenger started testing a new “Add Contact” feature that allows users to connect with people on the app without becoming friends on Facebook.Here’s what that looks like:Source: BuzzFeedWith over 4 billion monthly active users around globe, messaging apps are growing rapidly and changing the way people communicate, even outside social networks. The new features Messenger is unrolling make it more independent from Facebook itself and make it easier for new users to start communicating on the platform. Businesses are starting to use messaging apps for customer service and communication, and Facebook is making it easier for Messenger to become a giant in that space, without even the need for a Facebook account. Social media managers should start thinking about the evolving way their audience prefers to communicate and if Messenger, or another messaging app like WeChat or WhatsApp, would be a good fit.June 2016More Content From Family and Friends in the News FeedFacebook changed its News Feed algorithm to prioritize organic content from users’ Facebook Friends over content from Pages and other publishers. This move represents an effort on Facebook’s part to maintain user interest and engagement by showing them more of the content they want from the people they know, but it represents a potentially big blow to content creators who rely on Facebook for referral traffic.For an idea of how influential Facebook is for publishers, consider this: Parse.ly found that Facebook makes up 41% of all referral traffic, which is more than Google properties. With this algorithm change in mind, content creators should ramp up their other traffic strategies, such as organic search engine optimization and email marketing to make up for traffic that may take a dip from Facebook. Marketers should also invest in quality Facebook content creation and post photos, videos, and links that followers will want to share with their circles to drive social media engagement that way.April 2016Save to Facebook From Around the WebSave to Facebook was introduced in 2014, and it’s essentially Facebook’s version of Pocket or Evernote Web Clipper: It lets users save Facebook posts for coming back to and consuming at a later time. Two years later, roughly 250 million people are using this feature, and Facebook announced a new button to make it even more popular. Developers can add a Save button to any web content so visitors can save articles for viewing the next time they’re on Facebook, even if they’re looking at the content on a different website.Here’s what it looks like in action:Source: The VergeMarketers could add these buttons to their articles to drive more article views and time spent on-page for busy scrollers looking to save content for reading on their commute or after work hours. “Save to Facebook is a dream come true for long form content marketers,” says Emanuele. “You no longer need to worry about closing the deal immediately. Instead, users will be able to save meaningful content that they want to read later, meaning your content doesn’t need to be created for quick, immediate consumption.”March 2016Live Video in the News FeedFacebook determined that users spent 3X more time watching Facebook Live videos that regular videos, so they announced that they would begin ranking them higher in the News Feed in response to users’ preferences.Brands who are recording live videos have the opportunity to drive even more engagement with this shift in priorities, which in turn helps their content be discovered and shared more widely. Users can also get notified when Pages they follow start recording live, so if live video isn’t part of marketers’ strategies already, it’s a great way to earn more meaningful engagement on the platform. If marketers are looking for inspiration, here’s a blog post rounding up examples of great Facebook Live videos.What’s AheadFacebook changes its platform and rolls out new products all the time, so we’ll keep marketers informed as the social network turned news company continues to evolve. In the meantime, content creators should experiment with new features to see if audiences like engaging with them. For more ideas how brands can use Facebook to meet their goals, check out this blog post.What’s your favorite new Facebook feature? Share with us in the comments below. Don’t forget to share this post!