* * *Subscribe to the Mercury News and East Bay Times for $40 a year and receive a free Warriors championship coffee table book* * * In the episode of the Warriors HQ podcast, Mark Medina and Logan Murdock discuss how the team in managing Stephen Curry’s minutes, how Steph is being managed in the fourth quarter and what the return of DeMarcus Cousins can mean for the distribution of minutes.0:55 – How the team in managing Stephen Curry’s minutes9:10 – Steph’s minutes in the fourth quarter …
Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack SEO Topics: Originally published Jun 22, 2007 11:55:00 AM, updated October 01 2019 JULIET: ‘Tis but thy name that is my enemy; Thou art thyself, though not a Montague. What’s Montague? it is nor hand, nor foot, Nor arm, nor face, nor any other part Belonging to a man. O, be some other name! What’s in a name? That which we call a rose By any other name would smell as sweet; So Romeo would, were he not Romeo call’d, Retain that dear perfection which he owes Without that title. Romeo, doff thy name, And for that name which is no part of thee Take all myself. I will leave to Juliet any thoughts about how appealing Romeo would be if he had a different name. But what I can tell you is that your domain name has a big effect on your ranking in Google and other search engines. Here are some of the reasons to look into buying a premium domain name.1) Look bigger than you are. Even a small business can look big on the Internet if you have the right domain name. If you are a local marketing firm, you look like you know what you are doing if your URL is www. LeadMarketing .com instead of www. MyCambridgeMarketing-Online .net And, usually a premium domain is far less expensive than many other marketing activities.2) Get more traffic. With the right domain name, you can get more traffic to your website in two ways. First, some people will just type in your domain into the browser address bar and see what happens. If you own the domain, your website will be what comes up! Second, if you have good keywords in your domain, it is much easier to get ranked on the first page of search results, driving more traffic to your website. Google and other search engines assume that if you have keywords for a search in your domain, then that website is a good search result that has relevant content, and that means you get ranked higher.3) Upstage your competition. What better way to stand out from your competition than to have a website with the best URL for your industry? How would you feel if your competitor all a sudden ended up with the perfect domain name?4) Acquire an asset. Most marketing expenses are impossible to recover any portion of the cost. The nice thing about premium domains is that they are an asset you can always sell later. And recently, most domains have been increasing in value, so you might even end up making money on your investment. Of course, past performance is no guarantee of future results.Now that we have covered some of the ways that a premium domain can benefit your business, let’s discuss how you can evaluate a domain to decide how valuable it will be. Here are some of the things to think about so you can choose the best name for your company.1) Generic keywords are good. Most businesses really can’t spend the money to build a brand around their company name, this is especially true for small businesses. So, if you can buy www. computers .com, you should do it, since it will be better for you than www. gateway .com.2) Avoid punctuation and extraneous words. Adding a dash into a URL makes it harder to type and look less professional, so avoid it if possible. Also, adding generic words like “my” or “best” or “the” or “online” to the start or end of your URL is not a good idea. They don’t add any value.3) Try to get a .com domain. Unless you are a nonprofit or outside the US, most people assume your business will have a .com domain extension and will usually have trouble remembering your URL if it ends in .net or something else. Domains ending in .com have always been in higher demand and command higher prices than any others.Now that you understand the value in having a premium domain and how to pick a good domain, maybe you should think about buying one? If you are interested in buying a premium domain, there are a number of services to do so. At HubSpot we have used BuyDomains.com before and we have found BuyDomains to be a great place to buy a premium domain.Have you bought a premium domain? Have you found it to be a useful tool for your business? Leave a comment below and let me know.
PR firms are naturals at and the blogosphere because of their relationship building skills. I’m not saying that they can do what they did in the past, but if they follow Originally published Nov 17, 2009 8:30:00 AM, updated March 21 2013 are becoming more and more available and affordable. The knowledge of your average SEO consultant or lead generation expert is now being codified and made available. Even though the knowledge base is changing at a rapid rate and will continue to change at a rapid rate, it’s maturing like all knowledge industries do. So, PR firms that are equipped with writes and start providing direction for the many activities required for an inter-disciplinary inbound marketing strategy. goes on to write can now do SEO, PPC and lead generation without a huge staff of technical resources and quants. to learn the findings from HubSpot’s recent research on new releases. leveraging social media While I applaud Brian’s focus on expanding the size of the funnel (lead dev), there are more nuanced activities that go on: positioning, messaging, crisis communications, relationship-building, training, etc. Such activities might only offer a tangential or indirect impact on lead development, but, they are still critically important to companies of all sizes. Based on my experience working with all kinds of agencies as HubSpot’s partner program manager, I believe that The Convergance of All Marketing Disciplines in-house analytical people PR firms are the best positioned Is PR Dead in order to serve clients effectively. : Based on my recent conversations with many different types of agencies, there is general agreement that now is an unprecedented time of convergence between all of the marketing disciplines. Creative content creation A few weeks back, HubSpot’s CEO, Brian Halligan, asked the question, ” PR Firms Will Probably Lead the Inbound Marketing Revolution If I were asked Brian’s question, I’d answer, “PR is not dead. PR firms will probably lead the way.” There are few SEO firms that are signing up clients at $10k/month for SEO alone anymore. PR firms are having a difficult time getting the retainers they’re used to getting without knowing how to help clients attract traffic through social media and search. Ad agency budgets are shrinking and PR agents are being asked to help clients move online. Web developers are struggling to sign up new clients for $50k website development work without a clear plan that demonstrates a 3 month ROI on that expenditure. they may be able to use Social Media to help evolve their industry. : Understand the value you are getting from your PR agency and their services. you need to be an expert at all things inbound marketing PR firms have tight ongoing high retainer relationships with their clients. PR firms are brought on as advisors and stewards of a company’s brand. From that perch, it’s much easier to Unless you are Rand-Fishkin-good at SEO or a Chris-Brogan-big in social media, PR is NOT dead. But, PR needs to change. With the highest retainers out of most types of agencies and often the least accountability to direct measurement of ROI, PR firms seem to have the most to lose. Brian wrote a follow-up post today that despite its provocative title is thoughtful and largely spot-on. PR firms are excellent content creators. tree photo by The lines between ad agencies, PR firms, marketing consultants, SEO firms, web designers and developers, are blurring. Firms can no longer pretend that their industry isn’t changing. is the most time consuming and difficult and most critical part of inbound marketing. SEO and lead generation can not be done without effective and creative content creation. We could probably spend a lot of time debating what’s more or less important in a PR mix, but we might miss the big point that PR and marketing are changing in a seismic way. Todd Video: How to be Smarter than Your PR Agency It’s a provocative question for a blog title. But, the blog post and the ensuing responses started a great conversation about how inbound marketing is changing PR. New PR guru, Todd Defren to offer inbound marketing services. Here’s why: influence the most important people in a company Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack and Who do you think is best equipped to lead the inbound marketing revolution? Who has the most to gain? The most to lose? Who will lead the way? Inbound marketing training Download the free video ?” marketing software Nezitic[x] Marshall Kirkpatrick’s guidelines for pitching bloggers None of this is new this year, but the problem with PR has become more acute.
When companies spend thousands of dollars developing a specific brand name or logo, they do so for a reason. This simple personification of the company’s image is often the one shot that businesses have to give their potential customers a quick and simple view into their business practices, goals and services. A company brand builds trust and credibility as well as focuses on specific demographics to drive traffic. Date and time: Never forget that the words you use to express your company are your portal to a prospective customer’s world. You must show them how you can make their life easier, more profitable, happier and more productive. If you can convey this message in all aspects of your content-driven marketing campaign, you can be successful in convincing your customers of how valuable you are to them. More than anything, treat your content with great care. The value of your content to your consumers can create a brand that people want. However, if your content is produced poorly, it could spiral your business into mediocrity. ‘t quite as easy with content. You must use your content to express yourself to your chosen demographic in a way that they will understand. Our online order form takes mere seconds to fill out. What are the distinguishing features of your services? What do you offer that your competitors cannot match? Are you a small business that can treat clients with personality or are you a super-business that prides itself on speed? Nail down the unique aspects of your business and your brand can be created with effective and interesting content. Have someone else read your work. It is best to use a professional editor. However, having a few employees or friends read your work can bring some hidden errors to the surface. Wednesday, April 14, 2010 at 12:30pm EST Your Credentials Product or Service Selection Consider whether this is a true statement. If you have multiple fields requesting payment information and order confirmation, this statement is probably not true. It may seem like a very small detail; however, honesty and clarity are always better than sales pitches. Tell your potential customers what information they will need before ordering. Take the image that you want to present to the public seriously, no matter what that image may be. When you talk to another person face-to-face, you have a distinct advantage. You can exchange ideas, ask questions, receive feedback and formulate your pitch based on what you know they want. A Originally published Apr 14, 2010 10:30:00 AM, updated October 20 2016 . You can also follow Corry on Your Resources 1. Avoid Hyperbole In Your Business Content BrandSome hyperbole is fairly obvious when it creeps from casual conversation into web site content. However, hyperbole can also creep into business content without you knowing it. These are broad statements that any company with a solid business plan could use to promote their services. They may not be as obvious as statements like “I could sleep for a century” or “Making this web site will kill me.” However, they can often be just as detrimental. Consider some examples: 3. Make Your Content Match Your Brand Use lists and short paragraphs. Readers will most likely be scanning your content to get the main ideas. Use these ideas as your headers and create content that can be easily summarized. Image:Depending on the strength and focus of your content, you might find that consumers begin to associate specific attributes with your business. By focusing on your image, you can quickly delegate your competition into a category that most people would consider bland. Suppose that you are a business that sells surfboards primarily to an 18-24 college student demographic. Beyond taking social media seriously, your content should be designed to grab their attention and convince them that you are their best choice. Try doing the following in this market: Reserve your spot now We offer quick and easy customer service that is accessible to everyone. 5. Focus on Your Company’s ImageTake into account how you want your visitors to view you as a company as well as how you are currently viewed in the industry. Every piece of content on your web site needs to define who your company is and what you offer that caters to your market’s individual needs. Some key talking points could include: 6. Leverage Your Key Content Branding ApproachesChoose some aspects of your business that you can use to create a specific vision of how your company values certain fundamentals of good business. Try choosing from the following when drafting content: Why should content be any different? In fact, branding your business with content is a way to show your web site visitors that you are the only solution to their problem. If you are in a competitive market saturated with “only solutions,” you need to, at the very least, use content to show your New Media thought leader, Brian Solis, will share how to implement and manage a Social Media Optimization (SMO) program. isn Personality:Try to highlight the aspects of your business that make you human. Many companies use pictures of their employees to reveal personality. However, it might be a good idea to use content in the same way. Try including personal profiles written in the first person. You can also include quotes from your employees to highlight what they enjoy about working with your company. copywriters. For more great information about improving the quality of your web content, visit Corry’s Content Writing Blog potential customer Character:Who are you? Where do you come from? What are your stances? Be honest and authentic. One wrong move in trying to be something that you are not could destroy your company image. Check your content for spelling and duplicates. Don’t simply rely on a spell checker. Read your content several times over a period of a few days to catch every error that you can find. Content Marketing cliff1066™ However, this SEO 2. Discover the Strengths of Your Business and Use ThemAbove all, the content on your web site should have a purpose and it should drive home the reasons why potential customers should buy from you. Perform some research and discover what your business does best. More often than not, such research reveals regional strengths. Without knowing it, you might be the only business in the area that sells a specific product. This could set you up to offer same-day delivery to your region. That is a selling point that sets you apart from your competition. Your content should highlight that aspect of your business. Customer Service Value Outsource your content. Sometimes it’s better to admit that you are not a writer and trust a professional writer to handle your content. If you have the funds in your budget and value the image of your company, it is best to make sure that your content brand is written well the first time. Knowledge that You Bring to the Table Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Use clever and humorous language designed to grab the attention of your audience. Topics: Use simple sales pitches to which college students can relate. Region From Which You Operate can more easily decide whether they trust you or not when they are actually looking you in the eyes. why you are their very best solution. Avoid listing too many facts and statistics. These will often turn your demographic off. Technology that You Use Live Webinar: Social Media Optimization Is The New SEO With Brian Solis Twitter. Photo Credit: 4. Create Flawless ContentNothing turns web readers off faster than content saturated with spelling or grammatical errors. Such mistakes show that you did not feel the need to invest much time or money into the face of your business. This can have a detrimental effect on the image of your company’s reliability and credibility. Check and recheck your content for errors and make sure that it stays focused and centered on your main ideas. Follow these steps for error-free and professional content: Speed of Your Service Do a prewrite. What information will you include in your content? How will you structure your words to be the most effective? What research materials will you use? potential customers Corry Cummings is the owner of Content Customs, which is a professional team of How? This statement is nowhere near specific enough to brand your business with content. Almost every business could make this claim – and many do. Exactly what about your customer service makes you special? Can you post any specific testimonials or statistics about your service? to increase your visibility in social media! Include personal statements about your experiences with a product. Tools Available to You The following is a guest post by Corry Cummings, owner of Content Customs. Your Business Experience
When I talk with most marketers about how they generate leads and fill the top of their sales funnel, most say outbound marketing.However, in 2019, a lot of innovative and successful businesses are actually embracing the art of inbound marketing. But, what’s the difference between inbound and outbound? This post will walk you through it. First, we’ll talk about the more traditional outbound marketing strategies.Learn how to run more impactful, measurable marketing campaigns. What is Outbound Marketing?Outbound marketing is a traditional method of marketing seeking to obstruct potential customers. Outbound marketing includes activities such as trade shows, seminar series and cold calling. It is costly and the ROI is much lower than inbound marketing.Outbound marketing included trade shows, seminar series, email blasts to purchased lists, internal cold calling, outsourced telemarketing, and advertising. I call these methods “outbound marketing” because marketers push his or her message out far and wide hoping that it resonates with that needle in the haystack. I think outbound marketing techniques are getting less and less effective over time for two reasons. First, your average human today is inundated with over 2000 outbound marketing interruptions per day and is figuring out more and more creative ways to block them out, including caller ID, spam filtering, Tivo, and Sirius satellite radio. Second, the cost of coordination around learning about something new or shopping for something new using the internet (search engines, blogs, and social media) is now much lower than going to a seminar at the Marriott or flying to a trade show in Las Vegas. Transforming Your Marketing from Outbound to InboundRather than doing outbound marketing to the masses of people who are trying to block you out, I advocate doing inbound marketing where you help yourself “get found” by people already learning about and shopping in your industry. In order to do this, you need to set your website up like a “hub” for your industry that attracts visitors naturally through search engines, blogging, and social media. I believe most marketers today spend 90% of their efforts on outbound marketing and 10% on inbound marketing, and I advocate that those ratios flip.Outbound vs. Inbound MarketingOutbound marketing is when a marketer reaches out to people to see if they’re interested in a product. For example, this could include door-to-door sales or cold calling where a sales rep or marketer approaches someone without knowing if he or she is even a qualified lead. Inbound marketing is a strategy where you create content or social media tactics that spread brand awareness so people learn about you, might go to your website for information, and then purchase or show interest in your product.While some outbound strategies take lots of time and effort and may yield no leads, inbound strategies allow you to engage an audience of people that you can more easily qualify as a prospect of lead.The best analogy I can come up with is that traditional marketers looking to garner interest from new potential customers are like lions hunting in the jungle for elephants. The elephants used to be in the jungle in the ’80s and ’90s when they learned their trade, but they don’t seem to be there anymore. They have all migrated to the watering holes on the savannah (the internet). So, rather than continuing to hunt in the jungle, I recommend setting up shop at the watering hole or turning your website into its own watering hole.Editor’s Note: A more detailed version of this article has been published here: “Inbound Marketing and the Next Phase of Marketing on the Web.” This post specifically was originally published in 2010 but was updated in October 2019 for comprehensiveness. Originally published Oct 30, 2019 3:05:00 PM, updated October 31 2019 Topics: Switching to 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
5) Provide Fuel for Other Marketing Channels: A successful inbound marketing strategy relies on content — and lots of it. Landing pages are a great addition to any marketer’s content arsenal since they can be shared in social media, used as the focus of dedicated email sends and in lead nurturing campaigns, be linked to in PPC ads, and get found in organic search. 6) Offer Insights Into the Effectiveness of Your Marketing Offers: Every time you create a landing page, you’re creating another data asset for your marketing program. By tracking and analyzing the metrics associated with your landing pages , you can collect a lot of insight into your marketing performance, such as how your various marketing offers compare, how visitors and leads are converting on your landing pages over time, and more . This gives you powerful insight that can help you optimize and improve your marketing. Originally published Apr 27, 2012 9:00:00 AM, updated February 01 2017 Thank-You Pages and Email Responders Landing pages should always be followed up by what’s called a ‘thank-you page,’ that confirms receipt of the lead’s information and either provides the offer, or details the next steps for receiving the offer. For example, if the landing page was offering an ebook, the thank-you page might provide the link to access the ebook. If the offer was the free painting consultation we discussed earlier, it might provide a message that someone would be in touch with the lead to schedule the consultation. Thank-you pages can also be accompanied by an automated email response that sends the offer or next steps in an email message triggered by the landing page form completion. This is especially helpful if the offer is something like a live webinar that will take place at a later date/time, and you want the lead to easily be able to save information such as log-in credentials.The critical role of the thank-you page and the email response is to make sure the lead is never left hanging or wondering what will happen next. The More Landing Pages You Have, The Better! We mean it! Put simply, the more landing pages you create, the more opportunities you’ll have to convert visitors into leads.So what about that ominous MarketingSherpa stat we mentioned in the very beginning of this article, which states that the number one reason businesses don’t use landing pages is because their marketing department doesn’t know how to set them up or they are too overloaded … ?Luckily, there are a number of marketing software solutions available to marketers, like HubSpot’s Landing Pages tool , that make landing page creation and setup quick and simple for any marketer. No waiting days or weeks for your webmaster or IT resource to do it for you; you can easily create landing pages in minutes! How much are landing pages a part of your business’ marketing strategy? Image Credit: Scott Brinker on Search Engine Land Key Components of an Effective Landing Page Okay, so now you understand what a landing page is, how they work to facilitate lead generation, and why you absolutely, positively need them. But what does a landing page look like? We have a full blog article that dives into a more detailed anatomy of a successful landing page based on industry best practices, but for now, let’s just briefly review a landing page’s main components. Refer to the numbers in the image below: Headline: The headline is the first thing visitors will likely see when they ‘land’ on a landing page. A great landing page headline sums up the offer as clearly and concisely as possible, and answers the question, “What will visitors who convert on this page receive?” Copy: The text on a landing page should explain the value of the offer clearly, simply, and in a compelling way. Bullet points can be used to demonstrate clear takeaways, break up large blocks of text, and keep it brief and succinct. Keywords: Like any other inbound marketing content, keywords should be used in the page title, headers, and text on a landing page to optimize it for search engines. Social Sharing Buttons/Links: These links enable visitors to easily share a landing page with their connections on social networks like Facebook , LinkedIn , and Twitter , extending the reach of your landing page beyond your own network of contacts, fans, and followers. Hidden Navigation: A landing page on which any top/side navigation bars are hidden will minimize distractions, reduce friction, decrease a landing page’s bounce rate, and increase the chances that visitors will stay on the page and convert. Lead-Capture/Conversion Form: The most critical component of any landing page, the lead-capture or conversion form is where page visitors submit their information in exchange for the offer, converting them into coveted sales leads. Image: Landing pages that include a relevant image give visitors a tangible idea of what they’ll receive and make landing pages much more visually appealing. Any savvy inbound marketer “gets” that once you’ve done all that hard work to get visitors to your website, the next big step is to convert them into leads for your business. But what’s the best way to get them to convert? Landing pages , that’s what!Unfortunately, there seems to be a major disconnect between the importance of landing pages and their use by marketers. According to MarketingSherpa’s Landing Page Handbook (2nd edition), 44% of clicks for B2B companies are directed to the business’ homepage, not a special landing page . Furthermore, of the B2B companies that are using landing pages, 62% have six or fewer total landing pages .Landing pages are the heart and soul of an inbound marketer’s lead generation efforts, so why are they still so underutilized? MarketingSherpa cites that the number one reason businesses don’t use landing pages is because their marketing department doesn’t know how to set them up or they are too overloaded. But let’s put a stop to this, shall we, marketers? Landing pages are much too critical to the success of your lead generation efforts to sweep under the rug, and here’s why. What is a Landing Page? First, let’s start with a simple definition:A landing page is a web page that allows you to capture a visitor’s information through a lead-capture form (AKA a conversion form).A good landing page will target a particular audience, such as traffic from an email campaign promoting a particular ebook, or visitors who click on a pay-per-click ad promoting your webinar. You can build landing pages that allow visitors to download your content offers (ebooks, whitepapers, webinars, etc.), or redeem other marketing offers such as free trials, demos, or coupons for your product. Creating landing pages allows you to target your audience, offer them something of value, and convert a higher percentage of your visitors into leads, while also capturing information about who they are and what they’ve converted on. How Landing Pages Work For a more complete understanding of how landing pages make visitor-to-lead conversions (and reconversions) possible, let’s talk through a hypothetical scenario that will help demonstrate the simple pathway of a visitor into a lead through a landing page.Let’s say you own a professional painting business, and your services include a variety of professional indoor and outdoor paint jobs. You’re a savvy inbound marketer, so you maintain a business blog that features articles about painting tips and tricks. You also have several more premium marketing offers like free educational ebooks on painting and free, no-obligation painting consultations.Now let’s say a mother was looking for a professional painter to paint her new baby-to-be’s nursery but was first doing some research into color schemes. She comes across your blog post entitled “10 Popular Nursery Room Color Schemes for 2012” as a result of a Google search, and she clicks through to read it. When she reaches the bottom of the article, she notices a call-to-action (CTA), which is essentially an ad, for one of your offers — a free painting consultation to help her decide which color scheme would work best with the size and type of nursery she’s working with. “That would be valuable,” she thinks, clicking on the CTA and visiting the landing page where she can sign up for her free consultation.The landing page provides some additional information and details about what she will get out of the free consultation, convincing her it’s worth providing her contact information on the landing page’s conversion form in order to take advantage of the offer. She submits her information, and voila! — she’s now a viable lead for your painting business with whom you can easily follow up! What’s more, she wants you to follow up with her. How fantastic does that sound?And this isn’t the only pathway through which a visitor can travel to convert into a lead. In addition to search, visitors can find your site and its landing pages through a number of marketing channels including email, social media, PPC, direct traffic, or referral traffic. Furthermore, they can find your landing pages through calls-to-action you place throughout your website, or directly as a result of you sharing the link to those landing pages in these other marketing channels.They key, as a marketer, is to create these landing pages in the first place, and make it easy for potential customers to find them in your various marketing efforts. 6 Reasons You Need Landing Pages Still not convinced that landing pages can make your marketing and lead generation efforts more effective? Here are 6 more compelling reasons: 1) Easily Generate Leads! If you could do one thing right now to drastically improve your lead generation efforts, it would be to use landing pages on your website. As we mentioned earlier, too many companies send their email, social media, and search traffic to their homepages. This is the equivalent of throwing leads away. You could capture these leads at a much higher rate simply by sending them to targeted landing pages. Landing pages provide a very easy way to generate leads for your sales team that you can then easily segment, nurture, or distribute to your sales team. 2) Give Your Offers a Place to Live: Marketing offers and landing pages go hand in hand. Just think back to our painting business example. Without being gated behind landing pages, your offers will do nothing to support your lead generation efforts. The idea is to require your website visitors to ‘pay’ you in contact information for something valuable like an offer, and your landing page is the collections tool. 3) Collect Demographic Information About Your Prospects: Every time a lead completes a conversion form on a landing page, your marketing and sales team is collecting valuable information about your leads. Your marketing team can then use this information to understand what types of visitors or marketing personas are converting, and your sales team already has a baseline of information about a lead before they reach out. 4) Understand Which Prospects Are More Engaged: Landing pages not only enable you to generate new leads; they also allow you to track reconversions of existing leads, which you can then use to identify which prospects are more engaged with your business. This also enables you to collect better intelligence on your leads’ behaviors and activities on your website, which your sales team can use in the sales process. Topics: Landing Pages Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
18) Complementary Products BoardOkay, so maybe you have a board for your own products. But you’re super helpful, too … right? Create a board for complementary — not competing — products that your audience would find useful, like AMD does in its “Laptop Bags & Cases” board. What other boards are you using to power your Pinterest marketing?Image Credit: net_efekt 19) Inspirational Industry QuotesMotivate your audience with inspirational quotes from industry thought leaders and experts. The Wall Street Journal adopts this idea in its “Quotes” board, for example. 26) A Day at the Office BoardWhat’s office life like at your company? Give your followers an idea with a board that features the goings on at your office, like Petplan does in its “Just a Day at the Office…” board. 11) User-Generated BoardBecause you can allow other users to contribute their own pins to your hosted pinboards on a user by user basis, this opens up a great opportunity to involve fans and customers in your marketing. Let Pinterest users get in on the action with a user-generated pinboard. You can either gather images and compile them into a board yourself, as the Weather Channel has done through its “iWitness Photos” board, or give specific users permission to pin content to your boards themselves, as Drake University and ModCloth have done. 10) Mission BoardGive your Pinterest followers a sense of your company’s mission and values, like the U.S. Army does in its “Army Values” board and Heart Shaped World does in its “Supporters & Causes” board. 28) Boards Organized By LocationIs your company a franchise? Maybe you just have multiple office locations around the country — or the world! Create a series of boards focused on each of your locations, as Ronald McDonald House Charities has done with its Pinterest account. Topics: 20) Events/Conferences BoardFeature awesome conferences and events in your industry, or create a board to promote an event you’re hosting yourself, as we’ve done at HubSpot with our “Inbound Conference” board. You coming? 12) Blog BoardHighlight your awesome blog content via a blog board. Just be sure each post you pin has a compelling visual within. Grand Image and HGTV both offer stellar examples of blog boards. 27) Newsjacking BoardsThat’s right. You can use Pinterest as a platform for newsjacking, too! The U.S. Army does this nicely with its “U.S. Army Olympians” board, where it highlights U.S. army soldiers who have competed or coached in the Olympics — just in time for the 2012 London Olympics! Peapod did this, too, for the Super Bowl, using its “Super Bowl Party” board to feature snack food and recipe ideas for the big game. 15) Visual Industry Data/Statistics BoardDoes your audience love data? Highlight interesting data and statistics for your industry in a visual way — through charts and graphs! Econsultancy has a cool “Stats and Charts” board, for instance. 14) Testimonials BoardAre people saying nice things about you? Share it with Pinterest! Or take a spin on this idea, like the U.S. Army does through its “‘Thank a Soldier’ Notes” board, seen below. 17) Meme BoardCreating memes to help power your social media presence in general (here’s how!)? Feature them on their own board, as we’ve done in HubSpot’s “Meme-tastic Marketing!” board. 24) Customer Interest BoardCreate boards that play to the interests of your prospects and customers. Jewelry maker Gemvara knows that a lot of its customers come looking for engagement and wedding rings, so its “‘Fit The Dress’ Recipes” board is a great choice. Similarly, HubSpot customer AmeriFirst Mortgage has its “Lavish Landscapes” board for its future and current home-owning clients. With the rise in popularity of visual content, marketers are realizing that Pinterest is a great way to show off their brands’ personalities, engage their social media fans and followers, and even generate some leads along the way. But many marketers — particularly those who represent B2B companies, are still left wondering, what in the heck should I be pinning?Well let me tell you, fellow marketers: You sure do have some options!I scoured Pinterest looking for examples of truly engaging pinboards and realized there are quite a few companies out there doing some really creative things with their Pinterest accounts. So if you’re ready to get your feet wet with visual content, here are 28 creative pinboard ideas to power your Pinterest marketing. And what’s even better? Most — if not all — of these pinboard ideas can be transferable to your own Pinterest account, whether you’re company is B2B, B2C, or nonprofit. Time to get pinning!1) Idea/Inspiration/Example BoardInspire your fans and followers! Think about your target customers’ interests and hobbies, and create a board to give them examples and ideas to inspire them. For example, Grand Image, a source of fine art for the corporate, hospitality, and healthcare design markets, uses its “Color Inspirations” board to inspire its followers with colorful examples, and Drake University uses its “Study Inspiration” board to motivate its student audience. 2) Philanthropy BoardShow off your business’ philanthropic side with a philanthropy board! Pinning images of your employees giving back to the community will show followers that your company cares about the greater good, just as FedEx has done through its “FedEx Community Involvement” board pictured below. 9) Employee BoardGive Pinterest users the opportunity to get to know the awesome people behind your brand. Petplan Pet Insurance does this creatively in its “Meet the Team” board, in which it features most of its team members with a furry friend. Furthermore, Salesforce uses its board to highlight why its employees love working at Salesforce, and Peapod profiles its employees in its “Peapod Pros” board. 7) Behind the Scenes BoardWhat happens behind the scenes that makes your company run like clockwork? Give your Pinterest followers the inside scoop with a board that highlights just what happens behind the scenes at your business. Peapod does this well with its “Where in the world is that Peapod Truck” pinboard, and General Electric makes machinery fascinating in its “From the Factory Floor” board. 5) Customer Success BoardHighlight your customers’ successes in one of your boards as Salesforce does in its Customer Success Stories” board, populated mainly by video pins. 8) Contest BoardUse your Pinterest presence to hold a contest and motivate your followers to action, like GE does with its “Freshpedition Sweepstakes” board. You can also highlight submissions to past contests, as the manufacturing company does in its “#GEInspiredMe” board. Originally published Aug 6, 2012 7:34:00 AM, updated October 20 2016 Pinterest Marketing 21) Brand Lifestyle BoardCreate boards that appeal to the lifestyle your brand promotes. Chronicle Books does this well with its “Library Love” board, for instance. 25) Industry Cartoons BoardUse a board to feature funny industry cartoons, as MarketingProfs does in its “SnarketingProfs” board. HubSpot has a board like this, too! 4) Video BoardPinterest isn’t only for pinning pretty images. Users can pin videos, too! So if videos are a part of your marketing mix, create a board just for them as Gemvara and Econsultancy have done below. 23) History BoardAppeal to the history buffs in your audience. Compile a board to highlight your history, whether its the history of your business — like in Intel’s “Our Heritage” board — or the history of your industry, as MarketingProfs features in its “History: Vintage Marketing” board. 16) Industry Infographics/Diagrams/Flowcharts BoardSimilarly, if your audience is crazy for industry-related infographics, diagrams, or flowcharts, create a board just for them, whether you’ve created them yourself or collect them from the web. Mashable has a board just like this, as does Intel! 6) Products/Services BoardWe don’t recommend you litter your Pinterest presence with product-specific pins, but we think one or two boards dedicated to your products and/or services is just fine. AMD, for example, has a board dedicated to its technology, and we have one at HubSpot, too, featuring a peek at our marketing software. 13) Content/Resources BoardPiggybacking on the blog board idea, create a board to showcase some other awesome content and resources, whether its content you’ve created or content you’ve aggregated from other sources. Petplan does this well with its “Healthy Reads” board, and HubSpot even has its own “Helpful Marketing Ebooks” board. 3) Marketing Campaign BoardUse one of your boards to feature one of your latest marketing campaigns. DoubleTree hotels, for instance, uses one of its own to highlight images depicting its “Little Things Project Tour” campaign, which travels the country to bring the guests of its hotels little things that make a big difference when traveling. DoubleTree also uses its board to link to its Facebook page about the campaign to encourage engagement there, as well. 22) Industry Tips BoardOffer some tips! You can either pin original tips you’ve visually optimized, or pin content like tip-focused blog posts you’ve written or aggregated from others. Take a look at how Petplan and CNET do it. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
I once went to a marketing conference. I don’t remember the name of it.What I do remember is that some smart person presented about the difference between B2B and B2C marketing. Smart Guy said, “B2B is still P2P” (meaning person-to-person, not peer-to-peer illegal downloading ;).The thing is, I don’t remember his name either, so I can’t give him credit. Now, I like to strut around the office poofy-chested and pretend I came up with it … though at the time, I was placing palm to forehead and wondering why I wasn’t the cool person who strung those four words together. It’s so simple. Yet a lot of us B2B marketers still get hung up on what to say and how to act in social media. It’s as if selling to people who work at companies somehow regresses our interpersonal skills. It shouldn’t. There really isn’t that much of a difference, and we can rejoice knowing that we can continue going about business both online and off just as if we were speaking to one another — in person — over a BBQ frisbee and some iced tea at California Pizza Kitchen. And we’ve seen first hand how successful you can be on social media if you think of B2B like P2P. The HubSpot Facebook Page has amassed over 570,000 fans and generated 190,000 leads, and we’ve done that by focusing on people. We’ve also learned a few things along the way about what types of content to create and share on Facebook to generate those fans and leads. But you know how this whole inbound marketing thing works — you share your secrets with your audience. So that’s what we’re gonna do today. Take a cruise through the SlideShare presentation and blog post below to see what secrets we’ve uncovered. And, if you want to get your own copy plus a printable tip sheet, click here. Facebook Marketing Topics: Originally published Sep 30, 2013 8:00:00 AM, updated July 28 2017 5 Simple Secrets to B2B Lead Generation on Facebook from HubSpot All-in-one Marketing Software1) You Don’t Need a Facebook Strategy. You Need a Content Strategy.At HubSpot, we create content like blog posts, presentations, templates, and ebooks that aim to make the jobs of marketers easier. All this content creation arms our social media manager with a library of resources to promote in unique ways on Facebook. Without all this helpful content, we’d simply have nothing interesting to post or advertise on Facebook, and we sure as heck wouldn’t generate any leads! You can’t play Scrabble without any letters, now can you?2) To Generate Leads, You Can’t Only Post Lead Gen Content.It just doesn’t work. The key to generating leads on Facebook is to post a variety of content that will sometimes address goals other than generating leads or driving sales. Aiming for “fluffier” goals like reach, awareness, buzz, customer satisfaction, and engagement (comments, likes, shares) are just as important as rigid lead gen or sales goals. They’re the stepping-stones to what you really want: more business. That’s why a balance is so important. No eyeballs –> no clicks –> no leads for you. 3) Have a Non-Lead Gen Goal for Every Post.Although our ultimate goal on Facebook is to generate leads all the leads all the time, we have immediate engagement goals for each post we publish, and those goals can vary. You can’t always address them all with one post. Sometimes we really want to encourage comments because we want feedback. Other times, we may strive to for a high volume of shares because we want a particular message to spread as far and wide as possible. We first focus on those eyeballs –> then we get those clicks –> then we get those leads. 4) Whatever You Do, Don’t Skimp on the Visuals.We may not always be sure what we’re posting will incite the interaction we desire, but one thing can be sure of is we’re better off posting a photo as opposed to a link, video, or plain ol’ status update.In a recent 30-day experiment, we found that the click-through rate of posts containing photos is 128% higher than the CTR of posts containing videos or links. We also know photos on Facebook generate 53% more Likes than the average post. That’s why, no matter what we’re trying to communicate, we try to do it visually. If our social media manager doesn’t have a pre-made image to work with, doggonit she’ll spend the time creating one or she’s banned from the beer fridge!5) Oh Yeah … You Probably Gotta Advertise.The people who “Like” our company already know about us, but that doesn’t mean they even know what we sell, or that they’re ideal future customers. Even though we’re approaching 600,000 fans, only a fraction of those people actually have the need and authority to buy our all-in-one software.That’s why we also pay to reach marketers who fit our target and are not yet connected to our page using various types of Facebook ads. But even though we advertise, we’re not advertising our software. We’re advertising all that helpful content we created. Jay Baer calls this pro tip “marketing your marketing.” You’re gonna wanna do that.These are just a few tips we have to create engaging Facebook content for B2B brands. Want to get more resources so you can do it yourself? Click here to download our presentation above and a printable tip sheet to help you produce engaging content every time you post. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
Originally published Jan 30, 2015 11:00:00 AM, updated July 28 2017 Excel 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 Excel is a useful tool for a number of marketing tasks. The two most important uses that I have for Excel on a weekly basis is first, as a research tool while writing (e.g. to get original statistics for a blog), and perhaps more obvious and more common, for data analysis and reporting. With that in mind, here are ten tricks to help you get more proficient at Excel.1) How to Summarize Data with a Pivot TableWhat is a pivot table? A “Pivot Table” is a spreadsheet functionality that allows you to arrange and categorize tabular data. Why are pivot tables important? Data is useful only if you can summarize and extrapolate meaningful trends from it. Pivot Tables help you do exactly that. How do I create a pivot table? Watch the video.2) How to Create a Histogram Using the “=FREQUENCY” FunctionWhat is a histogram? A histogram is a graphical representation (chart) of distribution data. A frequency distribution displays the number of data points that fall within specified ranges in a sample.Why are histograms important? Histograms are a convenient way to organize data into similar groups (e.g all grades from 90-100 are an “A” while those from 80-89 are a “B”). The range between “90” and “100” is known as a “bin.” Although school grades are less relevant for day-to-day marketing, histograms are commonly used in finance. Since finance affects every single business, understanding how to read, create, and manipulate data in the form of a histogram is critical for business owners and marketers.How do I create a histogram using the “=FREQUENCY” function? Watch the video. Here’s another video walkthrough as well.3) Understanding Regression Analysis and the Meaning of R2What is regression analysis? Regression analysis is a statistical process that compares the relationship between different variables in a sample. Excel does all of the hard work for you. The important thing is to understand the meaning behind the numbers that Excel outputs. Why is regression analysis important? Two words: correlation and causation. It is important to know how much of an impact A is having on B (causation) or if A and B are trending along similar paths without having a direct impact on one another (correlation). R2 is the number you need to understand.Understanding R2? R2 is known as the coefficient of determination. It describes how well the data fits your chosen model. When you plot your data on a chart, add a trendline (common trendline models are linear and exponential), and then display the R2 value, you will see a number between 0 and 1. Think of this like a percentage. R2 = 0.99 is a 99% fit to the model you picked (pretty darn close). R2 = 0.10 is a 10% fit (not very close).How do I add R2 to my chart? Watch the video.4) How to Use the VLOOKUP FunctionWhat is VLOOKUP? VLOOKUP is a built-in Excel function that allows you to search your table for a certain value and then outputs its associated value automatically. Why is VLOOKUP important? Searching a large database manually would take forever, and depending on the size of the table, could be impossible to do without serious errors. If you want to search a database efficiently and accurately then you need to understand VLOOKUP.Did you know? VLOOKUP stands for vertical look-up – as in looking vertically down a column of data cells. Conversely, HLOOKUP stands for horizontal look-up – as in across a horizontal row. How do I use VLOOKUP? Watch the video.5) How to Program a MacroWhat is a Macro? A macro is a program that records and automatically executes a series of commands (actions) with a single execution instruction (e.g. the click of a button).Why are Macros important? They make long manual processes simple by automating them.How do I create a Macro? Watch the video.6) Conditional FormattingConditional formatting is useful to identify trends or points of interest in a data set. Watch the video for a few examples of conditional formatting.7-10) Four Keyboard Shortcuts That Are Good to Know“CMD + 1” : Shortcut into the “Format Cells” Window“CMD + K” : Insert a hyperlink“F11” : Creates a chart in a new sheet from the selected data“CMD + SHIFT + T” : Sums the column of data and puts the total in the next cell (automatically executes the =SUM() function).Extra Credit: How to Import Data From a DatabaseYou can either download an ODBC driver for the type of database you want to access, or subscribe to a cloud-based service that incorporates the necessary connectivity into their product offering. You will need to determine which database you want to access and download the correct driver for your particular operating system. I will discuss this more in a future blog post.What is an ODBC Driver? ODBC driver stands for Open Database Connectivity driver. Long answer short: it is required software to access database information. You need different ODBC drivers to access different databases (e.g. Google, Hubspot, Salesforce.com). I hope you enjoyed this short primer on Excel. As mentioned above, these tricks can come in handy for marketers in all industries. If there are any functions that you’d like me to cover in the future, contact me @JustinPavoni. Want to learn more marketing skills that will help you climb the career ladder? Download our starter guide to becoming a CMO.
Mobile Optimization As of Tuesday, April 21, 2015, Google has made a massive change to the way it ranks websites. How massive? This change outranks both Panda and Penguin in terms of its scale of impact on search results, according to Google’s Webmaster Trends analyst Zineb Ait Bahajji.The change comes down to one very important criterion: whether your website, landing pages, and blog are fully optimized for mobile.Are you prepared? Let’s find out.Google announced the change on its Webmaster Central Blog back in February and has done a thorough job ever since explaining to marketers and website owners how the change will affect their site and search traffic. They explained:Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices.If your site isn’t fully optimized for mobile devices, you will likely see a hit to your ranking on mobile searches. Which is why some people have called this “Mobilegeddon.” Since this change is all about solving for the searcher, I prefer the much less scary “Mobilefestivus,” but it’s not quite as catchy. Either way, you’ve got options.In this post, I’ll walk through the change using some of Google’s helpful tools to help you react to it.Note: If your landing pages and blog are on HubSpot’s Content Managment System (CMS) or if you utilize HubSpot’s Website Platform, then you’re all set. HubSpot’s uses responsive design to adapt to any mobile device and fully passes the sniff test on Google’s new algorithm. So customers on the CMS, rest easy. If your website is on another system or your landing pages are on another marketing automation tool, the answer isn’t as cut and dry. It all depends on how the site was designed.To determine your readiness, you’ll want to start with Google’s free assessment tool, which I’ll dig in to now.Test Your Website For ReadinessBeyond having the most imaginative and adorable seasonal doodles, Google does some other pretty lovable things. Namely, they’ve provided website owners with free tool well in advance to tell them exactly what is needed to prepare for the new mobile search algorithm.You can access the tool here.When you run your site on the tool, you’ll get a quick assessment of whether your mobile rank will suffer as a result of the April 21st change. If your website is fully optimized for mobile, you’ll get a success message like this one:Proceed with the proud nods and satisfied fist bumps with your desk-mates. You’ll also get a visual of how the Googlebot “sees” your website. (For example, in our the screenshot below, you’ll see that in HubSpot’s blog, there are four resources which Googlebot can’t “see” because we’ve blocked them with a robots.txt file. That’s no big deal, but it’s good to know nevertheless.)If your website, landing pages or blog are not ready for the mobile update, you’ll get a message that looks like this:Along with the failure message, you’ll get a few pointed bullets on the reasons your content failed the test. Above, you can see the mobile viewport is not set, the links are too close together, and the text is too small to read. While this may seem like you’ll need to do a whole detailed redesign to fix each error, moving to a mobile optimized content management system, blog, or landing page tool will likely fix most of them. So, let’s stop here and run that test. I’ll wait.Ready to move on? Okay.Choose Your Mobile Optimization ApproachIf any of your content isn’t optimized for mobile, it’s really important that you make some changes in light of the new algorithm. Even the best landing page in the world can notice drastically diminishing returns if it’s not optimized for mobile.To remedy the situation you have options. Google recognizes three different configurations as “mobile friendly.” You can move your content to any of the following set-ups and be protected from the change.1. Responsive DesignResponsive design is Google’s #1 recommended design pattern. The reason responsive design is so desireable is that it doesn’t create two copies of the same site. Viewers only have one URL to go to and the website will adapt as they move from phone to tablet to desktop and beyond.(HubSpot customers: If you host pages on HubSpot’s Content Management System, your site is built using responsive design from the start. There’s nothing more you need to do.)2. Dynamic ServingLike responsive design, a dynamic serving approach keeps the same URL — but this time, the HTML actually changes. Dynamic serving uses user-agents to “sniff” out what kind of device the viewer is using and then dynamically serves up the appropriate view.Google notes that this user-agent detection can be an error-prone technique, but it is an option that passes the Google mobile-optimization test.3. Mobile WebsiteCreating a separate mobile website was one of the earliest versions of mobile optimization, and it still works for Google’s requirements. Upon a new user arriving, this configuration tries to detect the users’ device, then redirects to the appropriate website using redirects.The reason this method isn’t as recommended as responsive design is it requires you to maintain — and Google to crawl — two versions of your content. In addition, it can be a a disruptive experience for someone who accidentally clicks on the mobile link, possibly shared through social or email, while on a desktop computer.Why Is Responsive Design the Best Choice?HubSpot uses responsive design, so our bias is clear, but there are lots of reasons responsive makes sense as the best way to optimize your site right now. Website visitors like it.From a visitor’s standpoint, responsive is pretty seamless. It’s the same URL (address) and the same HTML (content) — it just adapts and gets re-proportioned based on the viewer. That means if you email yourself a link from your phone and then reopen it on your desktop, it’s going to be a consistent experience either way. Google likes it.From Google’s standpoint, there are a few things responsive does really well. For starters, it saves resources when Googlebot crawls your site. Rather than crawling multiple sites, the Googlebot can go to one place which increases efficiency and helps Google index more content. It also helps Google’s algorithms more accurately assign indexing properties to a piece of content without needing to check two places. Marketers and website owners like it.A responsive site requires less time to maintain because you don’t have multiple pages for the same content. It also requires no redirection of users based to other URLs based on their device, which speeds up the load time of your website — and faster sites lead to more conversions. Google’s List of Common MistakesIn addition to the mobile-optimization tool, Google has also put together a list of common mistakes to avoid in optimizing your site for mobile devices and the algorithm change. These mistakes include using flash video and other unplayable content types on mobile as well as having a slow mobile site.Frequently Asked QuestionsHere are a few remaining questions you might have about the change.1. I’m not ready for a redesign. Do I have to do this now?You may not need to fully redesign it now to comply with Google’s requirements for mobile-friendly sites. What you do need to do is move your existing site, blog or landing pages to a mobile friendly platform.(HubSpot can migrate your existing site for you to make it responsive without altering the existing design very much. Whether you’re a HubSpot customer or not, you can request information about that here.)2. Is my site permanently penalized if I don’t optimize for mobile now?No — you can rebuild search credit after the fact. But you should try to move quickly on it because every day that your site isn’t optimized for mobile is a day that you’ll lose traffic. Estimates of mobile search volume vary by industry, but one thing researchers have seen is that companies with mobile-optimized sites triple their chances of increasing mobile conversation rate to 5% or above.3. What other elements should I consider in optimizing my website for mobile?In addition to ensuring that the site loads properly and the font is big enough for mobile, you’ll want to consider the length of your forms on mobile devices. If you have a landing page tool that allows you to swap out forms for people visiting on mobile devices, build shorter forms into your strategy.You also may want to think about how the behavior visitors exhibit on mobile devices differs from that of desktop viewers and begin to adapt your content strategy.Final ThoughtsDespite our shared tendency to turn any Google Algorithm change into an impending zombie apocalypse, this change is actually a very good one for Google users and marketers alike. Modernizing your website to be optimized for all the ways people shop and buy better meets the needs of perspective customers, reduces friction on your website, and will ultimately lead to more conversions and revenue for your company. There’s a lot to like about that.Featured Image Credit: Placeit Topics: Originally published Apr 16, 2015 8:00:00 AM, updated July 28 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