Four militants were killed in two separate encounters in Kashmir valley on Thursday.Three militants, identified as Sajad Khanday, Aqib Ahmad Dar and Basharat Ahmad Mir, all residents of Pulwama, were killed in an early morning operation at Yawran village of Keller in Shopian district.“We had credible inputs about their presence in the area. All the three bodies were retrieved from the site of encounter. It was a combined group of Hizbul Mujahideen and Lashkar-e-Taiba (LeT),” said the police. Three rifles were recovered from the site.Dar, according to the police, had a long history and was involved in conspiring and executing many “terror attacks” in the area. Three AK rifles were recovered and were taken in the case records for further investigation,” the police said.In a separate gunfight that erupted in north Kashmir’s Kupwara district, one Jaish-e-Muhammad militant was killed. “Yaroo area of Langate in Handwara was cordoned off following a tip. The search party was fired upon. One militant was killed,” said the police.The slain militant was identified as Danish Ahmad Dar, a resident of Sopore.“Dar was affiliated to JeM. One rifle and grenades were recovered from the site of encounter,” the police said.
1. If you rank high for organic results, it is (typically) long lasting. So, the time/money you spend helping yourself move up the ranks is relatively persistent while the PPC campaign is money spent over and over again. The benefits of optimizing your site for exposure in the organic results of the search engines relative to paying for PPC campaigns: We meet many small businesses who ask our advise about buying CPC ads versus optimizing their sites for optimal organic results. try at accessing information. 4. Often times searchers visit your site more than once before self-selecting into a form, whitepaper, etc. We track this data carefully at HubSpot and notice that a decent portion of the leads we get are from people who have visited the site through multiple searches over multiple months. Organic search campaigns have more latency. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack 5. Marketing Sherpa reports that in the b2b environment, less than one-fourth of b2b buyers to look to paid listings in their 3. You can send the clicks to custom landing pages crafted for just the words you bought. [In theory, this should dramatically increase the conversion rates relative to organic results that more often than not land on your home page, but the Marketing Sherpa numbers say otherwise.] 3. Organic clicks convert at least as well as paid clicks. Marketing Sherpa’s Search Marketing Benchmark study of 3,217 marketers showed that organic clicks converted at an average of 4.2% v. 3.6% for paid. Topics: The benefits of buying CPC ads versus organic seo: 2. You can experiment cheaply. The good thing about advertising on Google is that you don’t have to create a huge budget for advertising, you can throw as little money as you want, experiment efficiently, get the ratios where you want, and then expand. first 1. It is fast. You can be up and running with paid ads the very same day you are inspired to move. — Brian Halligan. 2. Organic results are clicked on a lot more than paid results, especially for well educated crowds. I read a study that showed dramatic differences as you moved from high school eduction to associate degrees to bachelors to masters to phd’s. The more educated your prospect, the less likely they are to click on an advertisement. If you are selling to high school students, you should buy cpc ads. If you are selling to engineers or professors, you need to think more about seo because that’s where the volume is. PPC Originally published May 29, 2007 3:18:00 PM, updated October 20 2016 There are big benefits to both, so I recommend doing both. To get maximum benefit, I recommend optimizing around some keywords for organic results and buy other keywords. 6. Many think of Google as a search company, but I think of them as a modern media conglomerate with an ultra-efficient mechanism for selling advertisements that work particularly well in the longtail. Like other media companies, Google benefits from efficient pricing of advertising. As more and more niche companies start to advertise on Google, their prices will become more efficient and their rates will become less and less attractive relative to other media outlets.
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:
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 SlackSlack
Improve Your Pitch’s Chance of Survival Author: Solis’ article discusses some very interesting data gleaned from recent research by ExactTarget and CoTweet. The goal of the 1,500 consumer-survey was to identify top motivations for following brands on Twitter. Of those surveyed, the research found that 72% publish blog posts at least monthly, 70% comment on blogs, and 61% write at least one product review monthly, proving that social consumers are both vocal and connected. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack The Most Influential Consumers Online are on Twitter Steven Depolo on BrianSolis.com . While we all want to make our content credible by supporting it with data, this article discusses the reality that research can often be tainted and explores the ways in which it can get that way. marketing tool belt users are the most influential social consumers online today. Solis also cites similar research that supports this conclusion and reveals that a significant percentage of Twitter users share opinions about companies/products, make recommendations, and seek guidance. Sean D’Souza Author: . on Search Engine Journal As a popular influencer, Chris Brogan receives his fair share of pitches. In order to help you avoid contributing to bad PR, his article highlights some great ways to improve your pitches and their effectiveness. 2. As marketers, we’re all strapped for time. Unfortunately, when it comes to D’Souza says it best: “Research makes things interesting, but your own case studies are just as interesting.” While Sean is hardly saying you avoid using facts in your content, he does believe that your time is better off spent writing what you know and sharing your experiences, not spending hours upon hours researching data. His recommendation is to put your research on an egg timer. , Evergreen content can help drive traffic 5. Marketing Takeaway: improve the quality of your content optimize your older content to make it more functional today public relations Do you publish a blog post, promote it, and then forget it exists? It doesn’t have to be that way. In fact, promoting and optimizing evergreen content can do wonders for your business months — even years — after it’s been published! Matthew Stibbe 3. have a presence on Twitter Photo Credit: It’s obvious — the use of technology makes marketing more effective and efficient. We all have a number of go-to tech tools in our Marketing Takeaway: building relationships , but Stibbe’s article highlights a few you may be missing out on or overlooking. , a rushed pitch is likely to end up in journalists’ and bloggers’ trash cans. , you’re missing out. Why Being Too Diligent About Your Facts Can Hurt Your Content 10 Ways to Use Technology to Enhance Marketing Author: Your consumers are talking about you on Twitter. If you don’t polish your presentations Business Pitches on MarketingProfs Daily Fix Blog In this week’s top inbound marketing article, Chris Brogan shares his best tips for improving your PR pitches and increasing their chances for survival. Scott Cowley Some of Brogan’s tips include targeting the right influencers, humanizing and personalizing your pitches, being concise, making it easy, and on Copyblogger D’Souza’s article provides some great food for thought when considering the use of “facts” in Twitter Chris Brogan Author: Author: your content Topics: Marketing Takeaway: on ChrisBrogan.com His article mentions a number of great ways to use technology to increase productivity, , increase concentration, and facilitate collaboration, to name a few. Originally published Sep 27, 2010 8:00:00 AM, updated October 20 2016 In summary, the research concludes that Marketing Takeaway: 4. . Some of his suggestions include optimizing for relevant keywords already driving traffic, freshening up content by removing aging signs, and making your old post titles more boring (and thus more functional). to your site and convert visitors into leads. In this article, Scott shares some great ways to 1. Crafting a good pitch takes time and effort. If you don’t do the work, your pitch will end up in the trash. Brian Solis Technology is a great asset for marketers. Use the tools it offers to your (and your marketing’s) advantage. Marketing Takeaway: 3 Creative Ways to Drive More Traffic to Old Blog Posts When it comes to old blog content, don’t enlist the “set it and forget it” mindset. Optimize old content and continue to reap the benefits.
Originally published Oct 10, 2011 9:00:00 AM, updated March 21 2013 Around this time 519 years ago, Christopher Columbus discovered America. Our elementary education (or, in my case, the Alvin and the Chipmunks episode where Theodore is failing his history class) taught us about how Columbus wanted to embark on a journey to search for this new world. Regardless of where you first heard the story, your educators had yet to discover the hidden lessons this tale would have in store for the modern marketing world.Here are three things inbound marketers should keep in mind this Columbus Day.1. Don’t be afraid to explore. Be a pioneer.At the time, no one ever thought to consider the possibility that there was additional land on Earth. Nobody questioned, and nobody wondered. Christopher Columbus would have never stumbled into these lands if he hadn’t taken the risk of exploring what could possibly be. And just as Columbus was willing to investigate and travel into the unknown, inbound marketers should be too. The point is, market research is immensely valuable to any business, and it can be a great basis for new, original, and successful content. Furthermore, becoming an early adopter of new marketing trends could help you set the state for your industry. Don’t wait for your competitors to pave the path. Your research and experimentation — and the insights you derive from them — could lead to the potential of something great. You may not discover a country, but there could be a whole new world of technology, coffee mugs, swimming pools, food, travel, anything. The industry is yours to shape through the information you discover.2. Own a category.Celebrations in remembrance of Columbus’ discovery were held in 1972 and 1892 to mark its 300th and 400th anniversary. In 1906, Colorado picked up on the true importance of Columbus’ pioneering and declared it a state holiday, and it took about 30 years for the holiday to be recognized nationally. Colorado was not home to where Columbus first landed. In fact, it’s rarely the first state to come to mind when one thinks of America. Just as Coloradans took the first step toward owning this category, your business can be the first to start a trend that has the potential of eventually being recognized on a greater scale. Realize that the results of your efforts may not roll out right away, and that long-term goals can be just as valuable as short-term ones. Have lofty goals. Even if it takes 30 years or nothing ever takes hold at all, there’s a certain pride and respect that is tied to the one brave enough to make a difference.3. Leverage Contra-seasonal MarketingWhile Columbus Day may be a federal holiday, not every American has today day off. Just as a global company has to re-strategize how to market its brand on a global level, a local business must consider the activities of its target audience on holidays. Just because your company takes the day off and you’re headed to Vegas for the weekend, doesn’t mean your target audience will be, too. If you decide to completely stop updating your blog, Twitter account, Facebook page, etc., you could be missing out on a valuable opportunity.We like to call this “contra-seasonal” marketing. When many businesses have abandoned marketing efforts under the assumption that no one will be listening to their marketing messages, smart companies continue their campaigns and reach potential customers without having to cut through other noise from marketers. And when a prospect’s inbox isn’t littered with emails from other vendors, they may be more likely to open your email. On the other hand, if you are at work on during holiday vacation, don’t forget that others aren’t. Adjust the frequency of your marketing messages so your prospects don’t return to work from a long weekend bombarded with multiple email marketing messages.Can you think of any other marketing takeaways from the history of Columbus Day? 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 SlackSlack Topics:
And 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: 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 …
Topics: Originally published Mar 18, 2013 9:00:00 AM, updated July 28 2017 It’s 7:54 on a frigid January morning in San Francisco. You’re waiting outside the Moscone Center, in a queue of several thousand people, many of whom have been camping out in the cold for over 12 hours. The security detail for this event rivals the Democratic National Convention. Another hour passes before you’re comfortably seated in a giant auditorium that’s crackling with anticipation.Finally, at 9:43 a.m., the moment you’ve been waiting for arrives. The thin, soft-spoken man gracing the stage in his signature turtleneck and jeans, clears his throat, takes a sip from his water bottle, then pauses for a full 12 seconds before uttering these words:”This is a day I’ve been looking forward to for two and a half years. Every once in a while a revolutionary product comes along that changes everything.” Click here for our free guide to improving your presentation skills.Such was the scene on January 9, 2007, when Steve Jobs unveiled the iPhone in one of the most captivating product launches in history. Indeed the iPhone was a revolutionary product, but it wasn’t the iPhone that inspired thousands of people to camp out in the cold over night. It was Jobs’ unique presentation style — which Apple fans referred to as a “Stevenote” — that helped make this among the most awe-inspiring, memorable keynotes ever delivered.As Carmine Gallo puts it in his book, The Presentation Secrets of Steve Jobs, Steve “transformed the typical, dull, technical, plodding slideshow into a theatrical event complete with heroes, villains, a supporting cast, and stunning backdrops. People who witness a Steve Jobs presentation for the first time describe it as an extraordinary experience.”At LeWeb Paris in December 2012, I had the opportunity to witness another kind of extraordinary experience. This wasn’t a product launch; it was a keynote delivered by charity: water Founder and CEO Scott Harrison. Scott shared the remarkable and very personal story of how a “spiritually bankrupt” New York City night club promoter found courage, purpose — and a new mission in life — on a trip to one of the poorest countries in West Africa. (Hear more about Scott’s story on this episode of The Grow Show.)Scott’s presentation moved people to tears and drew a standing ovation. And that’s not the sort of thing that typically happens at a tech conference.Last year at INBOUND, the world’s largest gathering of inbound marketers, before an audience of 2800, Gary Vaynerchuck did the unthinkable. No, it wasn’t “dropping the f-bomb 76 times” (he did, in fact, drop the f-bomb 76 times, but that’s not the “unthinkable” I’m referring to). Gary gave an impassioned, inspiring 45-minute keynote — at 9 o’clock in the morning — without a single PowerPoint slide. He had the audience laughing, cheering, and tweeting like mad. He, too, earned his standing ovation.Steve, Scott, and Gary are three of the world’s most captivating communicators. Their ability to influence, entertain, and inspire an audience is incredible. And yet, their presentation styles are totally different.What, if anything, do they have in common? What can we learn from them to improve our own presentation skills?In a word: plenty.Because even if you’re not the star of a highly anticipated product launch, or the CEO of an organization that is reinventing charity, or a best-selling author/entrepreneur who can say “F**K!” 76 times in 45 minutes and still get a standing ovation — chances are, you’re going to be standing in front of an audience delivering a presentation of some kind at some point in your career.So learn from the best. Take these 7 lessons from the world’s most captivating presenters, and apply them to your next presentation. You’ll also find them in the SlideShare below, sliced up into 10 lessons. What Would Steve Do? 10 Lessons from the World’s Most Captivating Presenters from HubSpot All-in-one Marketing Software7 Public Speaking Tips From the World’s Best Public Speakers & PresentersTIP #1: START WITH PAPER, NOT POWERPOINT.Think back to the last time you prepared for a presentation. Did you start by outlining the story you would tell on paper? Did you then gradually weave in meaningful data, examples, and supporting points, based on that outline? Did you have a clear unifying message that your audience would remember even without the benefit of a transcript or notes?Chances are, you answered “no” to those questions. If you’re like most people, you probably “prepared” by opening up PowerPoint the night before your presentation, cobbling together a few dozen slides from decks you or your colleagues have used in the past, peppering in a few stock photos, and counting on your ability to “wing it” in person. “The single most important thing you can do to dramatically improve your presentations is to have a story to tell before you work on your PowerPoint file.” —Cliff Atkinson, Beyond Bullet PointsThe world’s most captivating communicators know better. They carefully, painstakingly plan, storyboard, script, design, and rehearse their presentations like an Oscar-winning Hollywood director prepares their film for the big screen. They’ve seen the impact that a carefully crafted story can have on influencing an audience, and they know that skipping this crucial first step is what separates average communicators from extraordinary ones.According to Nancy Duarte, the communications expert behind Al Gore’s An Inconvenient Truth, presenters should dedicate roughly 30 hours to researching, organizing, sketching, storyboarding, scripting, and revising the story for a one-hour presentation. (Later, they’ll invest another 30 hours to building their slides, and a final 30 hours to rehearsing the delivery.)TAKEAWAY:Don’t sell yourself short by jumping head-first into presentation software. Take the time to thoughtfully craft your story on paper before you even think about creating a single slide.TIP #2: TELL YOUR STORY IN 3 ACTS.Most presentations follow some variation on the following format:Who I am What I do (or what my company does)How my product/company/idea is differentWhy you should buy/invest/support me nowThe world’s most captivating communicators typically rely on a three-act structure, more common in modern storytelling than in corporate conference rooms. The narrative is divided into three parts — the setup, the confrontation, and the resolution — and comes complete with vivid characters, heroes, and villains.The following table provides a snapshot of the three-act structure and which critical questions are answered for the audience in each:Notice that this structure turns the typical presentation “flow” on its head.Instead of following a WHO > WHAT > HOW > WHY flow, master communicators like Steve Jobs prefer a WHY > HOW > WHAT format, because they recognize that the first thing they need to do when standing in front of an audience is get them to care. So they begin by answering the one question everyone in the audience is silently asking: “Why should I care?” From there, they focus on answering the question, “How will this make my life better?” and finally, they spell out the “WHAT,” as in, “What action do I need to take now?”TAKEAWAY:By structuring your presentation with a clear and compelling beginning, middle, and end, you’ll take your audience on an exciting journey … the kind that inspires action, sells products, and funds businesses.TIP #3: A PICTURE IS WORTH 1000 WORDS.There’s a reason why expressions like, “Seeing is believing” and, “A picture is worth 1000 words” are so universally recognized — and that reason is based in science.It’s called the Picture Superiority Effect, and it refers to a large body of research, which shows that humans more easily learn and recall information that is presented as pictures than when the same information is presented in words.In one experiment, for instance, subjects who were presented with information orally could remember about 10% of the content 72 hours later. Those who were presented with information in picture format were able to recall 65% of the content.Not only do we remember visual input better, but we also process visual information 60,000x faster in the brain than we do text.Which of the following did you comprehend faster, for example?Sure, it takes more time to find and select awesome images to replace text, but master communicators know that it’s worth the extra effort to achieve maximum impact and maximum audience retention.TAKEAWAY: Images are wicked powerful. Use them liberally.TIP #4: EMOTIONS GET OUR ATTENTION.Virtually every presentation relies on some form of data to illustrate or emphasize the core point. Master communicators like Steve Jobs leverage data skillfully — but they also know that data alone ain’t enough.Think of it this way: If data were sufficient to truly change the way people think or behave, nobody would smoke. Organized religion would have no followers. And who in their right mind would have unprotected sex with a stranger?Clearly, humans are creatures guided by more than logic alone.Science again comes to our aid in explaining how and why this is important. In his book, Brain Rules, molecular biologist John Medina has this to say about the role of emotion on the human brain:“An emotionally charged event (usually called an ECS, short for emotionally competent stimulus) is the best-processed kind of external stimulus ever measured. Emotionally charged events persist much longer in our memories and are recalled with greater accuracy than neutral memories.” Chip and Dan Heath further elaborate on the impact that emotion can have on persuasive communication in their book, Made to Stick: Why Some Ideas Survive and Others Die. The authors describe an exercise that Chip does with his students at Stanford University. The students are tasked with giving a one-minute persuasive speech. Everyone must present on the same topic, with half the class arguing for one point of view and the other half arguing for the opposite point of view.After everyone has given their one-minute speech, the students are invited to rate each other on the effectiveness of the presentations, and then instructed to write down key points made by each speaker.Here’s the data they collected from this exercise:On average, the students used 2.5 statistics during their one-minute speeches1/10 of the students used a personal story to make their point63% of the class remembered details from the speeches that used storiesOnly 5% remember the statistics that were sharedThe Heaths drew this conclusion from the data:“The stars of stickiness are the students who made their case by telling stories, or by tapping into emotion, or by stressing a single point rather than ten.”Perhaps nobody more succinctly emphasizes the importance of making your audience feel than Pulitzer Prize-winning author Maya Angelou:“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”TAKEAWAY: Make sure your presentation content goes beyond pure “facts.” Triggering audience emotion is a guaranteed way to increase retention and impact of your core message.TIP #5: USE PLAIN ENGLISH.When Steve Jobs introduced the world to the iPod, he could have said something like this: “Today we’re introducing a new, portable music player that weighs a mere 6.5 ounces, is about the size of a sardine can, and boasts voluminous capacity, long battery life, and lightning-fast transfer speeds.”But he didn’t. Instead, he said: “iPod. One thousand songs in your pocket.”Jobs could have described the MacBook Air as a “smaller, lighter MacBook Pro with a generously-sized 13.3-inch, 1280- by 800-pixel, glossy LED screen and a full-size keyboard.”Instead, he walked on stage with an office-sized manila envelope, pulled the notebook out and simply said, “What is MacBook Air? In a sentence, it’s the world’s thinnest notebook.” Unlike most of his contemporaries, Jobs generally avoided complicated stats, technical data, buzzwords, and jargon in his presentations. Instead, he relied on simple, clear, direct language that was easy to understand, easy to remember, and better yet, was extremely “tweetable.” Jobs frequently used metaphors and analogies to bring meaning to numbers — for instance, when he described the iPod as “a thousand songs in your pocket” instead of “5GB of memory.”A closer look at some of Jobs’ most famous keynotes reads like a presentation in “headlines” — powerful, memorable, specific statements that consistently add up to fewer than 140 characters.Now take a look at one of your recent presentations. Is it buoyant with simple, specific, tweetable headlines? Does the script read like plain English that a 7-year-old could understand? Do you put data and stats in context so their meaning is clear and easy-to-digest? Have you ruthlessly pruned out all of the jargon, including overused, meaningless terms like “integrated,” “platform,” “leading-edge,” “synergy,” and so on?TAKEAWAY: If you want to improve your ability to persuade an audience, do your best Steve Jobs impression. Use simple language, free of jargon. Make sure your key messages are concrete and consistent. And don’t forget to use vivid metaphors or analogies to provide context and clarity around big numbers and complex ideas. TIP #6: DITCH THE BULLET POINTS.This may be hard to believe, but Steve Jobs never used a single bullet point. Not once. His presentations were always remarkable spare, relying on a few powerful images and carefully selected words or phrases.Even during product demos where Jobs explains or demonstrates key benefits of a new product, his slides are refreshingly devoid of bullet points. As Seth Godin explains in a 2007 ebook called Really Bad PowerPoint, “The minute you put bullet points on the screen, you are announcing ‘write this down, but don’t really pay attention to it now.’ People don’t take notes at the opera.”Seth’s right. Researchers have demonstrated time and time again that text and bullet points are the least effective way to deliver important information. Yet despite clear evidence that wordy, bullet-point-heavy slides don’t work, the average PowerPoint slide has 40 words. No wonder SlideRocket has found that 32% of people fall asleep during PowerPoint presentations, and 20% would rather go to the dentist than sit through another one!Fact: the human brain has this function called “short-term memory,” which is basically the ability to process and retain a small amount of information at the same time. Think of short-term memory as your brain’s Post-It note. Like a Post-It note, it doesn’t have huge capacity. On average, our short-term memory can hold onto fewer than 7 items for no longer than 10-15 seconds.So, imagine you’re introducing the world’s thinnest notebook. Replace the bulleted list of techie product features with a photograph of a large, manila office envelope.Or perhaps you’re trying to inspire an audience to help your nonprofit end the water crisis? Skip the bulleted list of statistics in favor of a short, powerful video that shows rather than tells why everyone in the room should care.The next time you’re tempted to cram a dozen facts onto a slide, remind yourself of the Leonardo Da Vinci philosophy that Steve Jobs frequently quoted:“Simplicity is the ultimate sophistication.”Or take a page from Gary Vaynerchuk’s book, and ditch the slides altogether!TAKEAWAY: Guns don’t kill people. Bullets do.TIP #7: REHEARSE LIKE CRAZY.As communications expert Nancy Duarte pointed out in Lesson #1, creating a presentation that informs, entertains, AND inspires an audience takes a lot of time. The first 30 hours will be spent researching, sketching, planning, and revising your story. The next 30 hours will go toward building simple, highly visual slides with very few words and NO BULLETS.The final 30 hours will go toward rehearsing the delivery.When was the last time you spent 30 hours rehearsing for a presentation?Of all of the lessons revealed above, this one is undoubtedly the most often overlooked. Don’t be the person who does everything by the book, only to blow it all at the very end by failing to practice. A lot.TAKEAWAY:30 hours of rehearsing may be painful. It’s definitely time-consuming. But there are no shortcuts to excellence.A FEW FINAL THOUGHTS.On September 28, 1997, Apple debuted its now famous “Think Different” ad campaign, which featured a series of black-and-white images of iconic figures like Albert Einstein, Martin Luther King Jr., and Amelia Earhart. While their images flashed on the screen, the following words were spoken:“Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square hole. The ones who see things differently. They’re not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can’t do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world are the ones who do.”The goal of the “Think Different” campaign was to sell computers. Notice how the word “computer” didn’t appear even once in the script.I point this out as a final thought, because it summarizes a crucial, remarkable quality shared by most of the world’s most captivating communicators, including Steve Jobs, Scott Harrison, and Gary Vaynerchuk. They may have wildly different presentation styles, but they all have this in common:They don’t just provide “information;” they convey meaning — and they do it with passion.They don’t simply tell people “what is,” they paint a vivid picture of what could be — and then they arm their audience with a roadmap to get there.World-class presenters like Jobs, Harrison, and Vaynerchuk aren’t selling computers, clean water, or wine. They’re selling the dream of a better tomorrow.By applying the 7 lessons described above, perhaps you can, too.Image Credits: iphonsavior.com, Inc.com Presentations Don’t forget to share this post! 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Topics: Social Media Video You’ve heard the saying over and over again, but it still holds true: Content is king. Whether you’re creating a blog post, infographic, tweet, or even a PPC ad, creating content that people naturally want to consume will help you attract visitors, capture leads, and convert customers. This week, this saying held especially true in the world of inbound marketing. From Facebook’s new video advertising offering to Q&As with industry experts on Klout, this week’s roundup will fill you in on all things content-related on the web. Oh, and Happy Mother’s Day! ;-)Facebook Rolling Out Video Ads to News Feeds, From AdWeekOver the past few months, Facebook has been making some major moves with its social advertising platform. And the social network’s latest move doesn’t surprise us in the least: Facebook will be rolling out video ads in users’ News Feeds as soon as July. A few big brands including Ford, Coca-Cola, and American Express, are expected to participate in the first round of testing. For the time being, advertisers will only be allowed to choose among four different demographics to target.The 15-second ads will most likely appear to the side of the News Feed, on auto play, and muted by default with the option of unmuting. We’re still not sure yet if this new feature is good or bad news for marketers. While the new ad format opens up more opportunities to attract visitors and generate leads from Facebook, it could potentially alienate Facebook users. Many users complain that their News Feeds are already a bit cluttered with sponsored posts and pages — this new advertising format could add to the fray. That being said, it’s still too early to give the new ad format a yay or nay. Depending on how Facebook plans to moderate the number of ads per News Feed, these video ads could either turn the platform into an ad-filled mess or an effective ad-serving platform. Read more about Facebook’s video advertising options at Adweek.Google Launches YouTube Trends Map to Show the Most Popular Videos Across the U.S. in Real Time, From The Next WebAs you probably know by now, we love data — and the new Trends Map for YouTube melts our heart. Although it’s still in its infancy, the new Trends Map shows the most popular videos across the U.S., broken down by viewer age or gender. The map gives marketers a nice visual representation of how viral videos are shared and received across the country in real time. The videos that make it onto the map are chosen based on the number of shares by users, or total number of views. In addition to the map, marketers can also examine the popularity of particular videos based on certain demographics.For marketers, YouTube Trends Map is a great place to find relevant data on which videos go viral and why. Right now, the Trends Map only displays demographic information, but once there is more robust data available, it could be an incredibly powerful tool for marketers. Still, YouTube Trends Map can help marketers find engaging content to share with their followers, discover viral videos to newsjack, or even create a viral video of their own. Read more about YouTube Trends Map and what it means for marketers at The Next Web.YouTube Paid Subscription Channels Set to Launch Soon, From Marketing LandIt’s been a busy week for YouTube. Not only did the company recently release YouTube Trends Map, but it also started rolling out paid subscription channels offering premium video content. Besides providing a potential new revenue stream for YouTube, these paid subscription channels could attract a different type of audience who is concerned with the quality of the videos he or she watches rather than the quantity of videos available. The premium subscription is planned to compete with other premium video services such as Amazon, Hulu, and Netflix. With as many as 50 subscription-based channels at the time of launch and fees as low as $1.99 a month, this could be a great alternative revenue stream for YouTube.What marketers should know is that this new move will open up a number of advertising opportunities for companies looking to place ads in higher quality content. Even though its user-generated videos have been an effective way of serving ads, some marketers are looking to pay for TV–like quality. The new premium subscription channels could open up a whole new demographic of users for marketers to target with higher quality ads on higher quality videos. Read more about YouTube’s paid subscription channels at Marketing Land.Traditional Turned Inbound: Reimagining 5 Iconic Ad Campaigns From the Past, Free Ebook From HubSpotSometimes, it boggles our minds how much things in marketing have changed in the last 60 years. Some of the most iconic advertising campaigns happened before we had social media, precise ad targeting, or even the internet. Thinking back got us thinking — what would an iconic advertising campaign from the “Mad Men” era look like today? Based on advice from current marketing experts, our new ebook explores how today’s marketers could execute those iconic ad campaigns to get the same impact they had in past. Get ready for a dive into the history of marketing and advertising, and download the ebook today!Klout Gets Into the Q&A Business by Launching Klout Experts (With Help From Bing), From TechCrunchThe popular influence-measurement startup is launching a new program built around industry “expert” Q&As that influencers can use to boost their street cred. Klout is asking users who are influential about certain topics to answer questions in 300 characters or less, allowing Klout to enter into the content creation space. Klout will also be working closely with Microsoft to ensure that relevant answers to questions will appear in searches on Bing.Marketers should see this as the perfect opportunity to boost their SEO on Bing. The program isn’t open to all users just yet, but if you’re one of those influential marketers on Klout that happens to be asked a few questions, answer them, and let Bing do the rest of the work. This might be a great way to establish yourself as an industry thought leader and promote your social media presence through quality content. You may even increase the ranking of your other content online. Read more about Klout and what it means for inbound marketers at TechCrunch.What were some of the top marketing stories you heard about this week? Originally published May 12, 2013 9:00:00 AM, updated February 01 2017 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
Webinars For many marketers, webinars prove to be very fruitful, as the tactic can often be a boon for their lead generation efforts. While a number of marketing pros out there are undoubtedly … well … pros at holding informative webinars, the truth is there’s a hefty amount of work that needs to go into planning them in order to see great benefits.The lead-up to a webinar requires other facets of inbound to come into play — everything from getting a speaker to join the webinar, to planning blog and social posts to promote it, to developing the actual topics and focus for the event.I bet you’re asking yourself if there’s a checklist of sorts out there that can assist you in your webinar planning. Well, look no further, as below, I’ve outlined 10 areas you should focus on to ensure you and your team are fully prepared to put on a high-quality, successful webinar.Download Now: Free Webinar Planning Kit1) Interact with your audience before the webinar.I can’t stress enough how imperative it is to get your audience excited before the webinar! Tweet to a hashtag for the event, write blog posts promoting it, and ask for people to post their questions or comments beforehand.Also, if you have some type of giveaway or special feature during the webinar, start the buzz early!Last year, we gave away a free ticket to INBOUND, our inbound marketing conference, to one person on our webinar who tweeted to the hashtag before, during, and after the webinar. This helped give us something to get the buzz really going around the webinar.2) Create a kick-ass deck.To keep an audience engaged for 30 minutes to an hour, you’ll need to give them something nice to look at. So, make your slide deck is visually appealing.Create image-heavy slides that relate to the topic you are discussing. Using copy on slides is fine — if done correctly. Don’t simply write a paragraph on a slide in black and white. Instead, make sure the copy adds to the presentation. Stick to one color palette throughout the webinar deck, and try not to make it too busy. Take a look here to see what a blase, paragraph-only slide looks like (on the left) and what one with color and images (in other words, one that’s got some life to it) looks like (on the right):3) Use a hashtag dedicated to the webinar.As mentioned in the first section, you’ll want to use a hashtag through the webinar process that is unique to your webinar. Using a lesser-known hashtag will help ensure all tweets with the hashtag are about your webinar.For example, we used #TwitterQA for our webinar with Twitter in January that was mainly a Q&A with an executive from Twitter.We use a webinar hashtag well before the webinar to create a community of people with something in common. During the webinar, we use the hashtag to interact with the audience, answer technical questions, and gather questions for the Q&A portion. Finally, after the webinar, we use the hashtag to follow up on any unanswered questions and send additional information. 4) Have one or more awesome speakers.Nothing is worse on a webinar than a monotone speaker who puts the audience half asleep. Have someone on the webinar who is personable, energetic, and an expert in the topic you plan on discussing.Additionally, if you have more than one speaker, have them play off of each other, making the webinar a discussion instead of two different monologues.5) Use speaker and company Twitter handles.While the webinar is being run by you and your organization, you’ll still want to allow your audience to interact with the speaker(s) as well, so be sure to make their Twitter handle(s) known, both in your promotions, as well as throughout the webinar presentation.Not only does it give a personal touch to your webinars, but also think of all the new followers you could get!6) Have at least one host or moderator.Getting one or more speakers to join your webinar can really liven the conversation, but that convo can lose track pretty quickly if no one is assigned to moderate the discussion.Simply put, a webinar host can help with the flow of the presentation. This person introduces the speakers, asks any questions that come up during the webinar or Q&A, and concludes the event. If any problems arise, this person can address them easily, without causing the speakers to get off-topic. 7) Try out various types of media.You’ll also want to consider a variety of media types for your webinar.Do you have a short video or animation that will help your demonstrate your point? Does sharing your screen temporarily help get a point across? Would a downloadable checklist help your audience follow along with your discussion? Think about how you can complement your webinar with other forms of media, either during or after the webinar.Recently, we hosted a webinar with Guy Kawasaki that was 100% screen-sharing. Guy walked us through his daily social media activities, down to how he takes screenshots and posts them on Twitter! Talk about a highly interactive webinar. 8) Perform a thorough sound check.Even in today’s world, technical problems happen with software. Do your best to avoid them when on the air live by testing your webinar platform ahead of time.For instance, if you’re going to be sharing your screen or switching controls, have a pre-webinar dry run where speakers can practice before doing it live. It’s always best to find out where mistakes could occur before the actual webinar so you don’t waste your time or that of your guest speaker(s).9) Take other time zones into consideration.When choosing a time to host your live event, keep in mind that not everyone will be in your time zone. HubSpot is located in Eastern Standard Time, so we try to host webinars at a time that works for other areas around the country and across the globe.For example, though 1 p.m. to 3 p.m. EST often works for us, it may not suit our European audience well, so we’ll need to find a time that works for both of us.10) Find a quiet place to talk.Don’t underestimate the importance of the physical location of your webinar. I sit next to a sales team who are on the phone all day. If I tried to host a webinar from my desk, the audience would hardly be able to hear me! Thus, I make sure to find a quiet (sound proof is even better) room elsewhere in the office.If you have multiple people speaking in the same room, make sure to have a high-quality speakerphone. To avoid any technical problems, I avoid using the wireless internet when at all possible and test everything beforehand! Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Topics: Originally published Jan 3, 2014 2:00:00 PM, updated October 14 2019