Half-time: Fulham 2 Wigan 1

first_imgFine goals from Ross McCormack and Matt Smith gave Fulham the advantage despite Wigan controlling much of the play.The Whites began the game brightly and went in front after only four minutes.Sean Kavanagh rolled the ball to McCormack, who curled it brilliantly around Scott Carson from the edge of the box for his 13th goal of the season.But Wigan, in Gary Caldwell’s first game as manager, found their way back into the game and also converted their first chance, after 20 minutes.Having been restored to the starting line-up, Jermaine Pennant fired in a free-kick past Marcus Bettinelli after Scott Parker had fouled James McClean.With Fulham on the back foot for much of the half, McCormack almost grabbed his second, only to be denied at the last moment by a sliding challenge from Harry Maguire.And it was his strike partner who put Fulham ahead again 10 minutes before the break.Smith found a pocket of space 30 yards out and unleashed a sublime shot into the top corner to give the Whites an undeserved half-time lead.Fulham: Bettinelli; Grimmer, Turner, Burn, Husband; Hoogland, Parker, Tunnicliffe, Kavanagh; Smith, McCormack. Subs: Kiraly, Stafylidis, Hutchinson, Ruiz, Kačaniklić, Woodrow, Rodallega.Follow West London Sport on TwitterFind us on Facebooklast_img read more

#EQNZ: The Web Mobilizes for New Zealand Earthquake

first_imgA Web Developer’s New Best Friend is the AI Wai… I first learned of the quake via Twitter, including tweets from people I follow who live in Christchurch. Most of the initial tweets and re-tweets were of coverage by local media: the TV, newspaper and radio networks. Soon after, a People Finder service was published by Google and social media sites like Reddit created special web pages to track the latest news. I’ve also been tracking my own family’s updates via Facebook. richard macmanus The hashtag #eqnz has been the mobilizing factor on Twitter, including prominent placement to important local Twitter accounts like @nz_quake (an unofficial account that tracks data from GeoNet) and @NZcivildefence (an official account run by the Ministry of Civil Defence and Emergency Management). There’s also a more specific hashtag, #eqnzcontact, to collate information about people affected by the quake.The website EQNZ.co.nz has a running feed from Twitter and Geonet, as well as photos and a blog. This site has graphs of earthquake data from Geonet.Google rushed out a Person Finder application, to help people locate relatives. Update: Google Australia advises that Google.org’s crisis response team now has a landing page which will be constantly updated.Related is this wiki, for people to share information about missing people. 8 Best WordPress Hosting Solutions on the Market CrisisCommons is a non-profit website doing a wonderful job rallying resources. It points to, among other things, a crowdsourced map. Update: Chad Catacchio noted in the comments that this is not an official CrisisCommons initiative, rather it is from CrisisCamp NZ with support from CrisisCamp Santa Barbara and CrisisCamp Toronto.You can make donations to the Red Cross.The primary news websites in New Zealand are all frantically updating as we speak. Here are the main ones: NZ Herald, Stuff.co.nz (which is the mothership for the Christchurch and Wellington dailies), TVNZ, 3 News. The latter two are the main television networks and their websites include live streaming coverage (3 News, TVNZ). Radio NZ, the national radio service, has ongoing news and a live audio stream. An alternative is Radio Live’s audio stream.If you want to track the news and reactions outside of Twitter and the mainstream news websites, Reddit has a special aggregation page up. This information page is particularly good (hat-tip @JaredNeilsen)Images from Twitter are being aggregated on Hashalbum.Please add more resources that you know of to the comments. At time of publishing, 5.45pm NZ, a state of emergency has just been declared in Christchurch. Our thoughts are with the people of Christchurch.Updates:Ed Borasky comments: “Kate Starbird at University of Colorado Boulder has activated the Tweak-the-Tweet system as well. Follow @kate30_dev and @katestarbird.” As Ed explained in a post, Tweak-the-Tweet aims to provide a “standardized syntax for Twitter communications.” Here is the Volunteer spreadsheet & map (thanks @Org9). A Facebook page has been created to support the people of Christchurch (thanks Rachel Cunliffe for that tip). Further update:This Facebook Page has gathered more momentum.Telecommunications updates can be found at this Telecom NZ web page and on Twitter. Also, Vodafone NZ advised via its Twitter account: “Do not overload phone lines with non-emergency calls, stick to TXT and short calls if you can.”Julie Starr has a comprehensive list of news and sources on The Evolving Newsroom. She also recommends the All Hazards site.quakebeds.co.nz has information on places to find and offer accomodation for Christchurch people.If you are a blogger, you may want to add this fund-raising widget fromGivealittle to your site. 100% of all funds donated will be contributed to the official mayoral fund. I’ve added one near the top of this post.Tweet stream via EQNZ.co.nz Why Tech Companies Need Simpler Terms of Servic… Top Reasons to Go With Managed WordPress Hosting Tags:#news#web Related Posts Today the New Zealand city of Christchurch was rocked by another large earthquake, a magnitude 6.3 that was shallow and hit close to the city center. It follows months of aftershocks from the first big earthquake to strike Christchurch, a magnitude 7.1 on 4 September last year. A personal note: I live in Wellington, New Zealand, which is about 200 miles from Christchurch. However, I have a number of relatives who live in Christchurch and I’m concerned about their safety. last_img read more

Gates, Dell, and Jobs: Reading Between The Lines Reveals Insights

first_imgThis Jobs – “phone” 2.  The most used word by each of the speakers was also fascinating:  The point the writer of the article was trying to make was that Jobs was much easier to understand by mere mortals.  I was personally surprised to see the variance in the number of words per sentence — I thought they would have been bunched closer together. Dell – 16.5 words per sentence Gates – “devices” — Brian Halligan. Originally published Feb 1, 2007 4:37:00 PM, updated March 21 2013  is a fascinating comparison of the words used by Bill Gates, Steve Jobs, and Michael Dell on recent keynote style speeches.  There are a bunch of interesting things that jumped out at me about this data: article Jobs – 10.5 words per sentence.  Dell – “gaming” 1.  The average number of words used per sentence was incredibly interesting.  3.  The word “cool” is one of the most common utterances out of all three of these middle aged tech industry leaders’ mouths.  I always thought as I got older that I should use the word “cool” less and less, but I guess the word “cool” has become a permanent part of our lexicon. If ten years ago someone told me that the most uttered word out of Bill Gates mouth was going to be “devices,” I would have laughed them out of the room.  Same goes for “phone” for Jobs and “gaming” for Dell.  It’s amazing how these companies have shifted their positioning over the years.  It will be interesting to see which ones pull off these shifts in positioning over the next couple of years. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Gates – 21.5 words per sentencelast_img read more

Stopping The Google AdWords Morphine Drip: How We Saved $183 Last Week

first_img 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 I have written a number of articles about the importance of being found in Google, especially for B2B marketing.  Though Google AdWords is a great way for businesses to start getting immediate results for search engine marketing — in the longer term, we think the optimal strategy is a balanced approach to PPC (pay-per-click) efforts like Google AdWords and SEO (Search Engine Optimization) efforts.  Too often, businesses get very used to the “morphine drip” of Google AdWords and forget that there are other ways to draw traffic from search engines.  It is widely believed by search marketing experts that more people click on the “unpaid” search results on the left in Google (vs. the AdWords on the right).  Question is, just how much more?  And, though everyone knows free is better, how much better?  Is it really worth all the time and effort to try and rank in the organic search results?Lets take a look at one small example within our own company.  We are now ranking for the term “internet marketing software”.  This is a good thing, because, as it turns out, that precisely describes what we do. HubSpot ranks #6 for this term in the unpaid/natural results.  This gave us 25 visitors last week  So, 25 people  searched on that phrase in Googlek, saw us in the results, and clicked through to our website.  This is not that much traffic, but even then, we would have had to pay Google $183 for this traffic because the average CPC (cost-per-click) is about $7.32 for that phrase.  So essentially, we’re saving over $700/month on just this phrase alone and getting lots of great qualified traffic to our site.  This is what gets us excited about SEO.  But, let’s look at some more data.Most people know that in order to actually be found in Google, you need to be on the first page of results.  But where on the first page, exactly?  Well, recently I looked at a variety of data from Enquior and Marketing Sherpa to compile some aggregate results on Google searches, specifically to see “where the action is” or where people looked and clicked.Here is an eye tracking image of the first page of Google showing what areas people looked at the most.  Red shows the areas where more people looked for longer periods of time, blue areas got less attention, and grey not much at all.  I discussed heat map images before in the article “3 Hot Marketing Tips from Heat Map Analysis”  But here I wanted to go a step further.  What I have done is overlayed some statistics on the heat map image to show where people click.Here are the key takeaways from the data and the images above:1) Organic results get 75%+ of the attention.  People don’t click on the ads nearly as much as the organic results.2) The first organic result gets over 25% of all clicks.  Within the organic results, the first result gets the most clicks by far – more than double the second result.3) Within the ads, the first ad also gets the most clicks.  But, since you pay per click for the ads, you should care less about volume and more about if the traffic will actually convert and what your cost per lead and cost per sale will be.4) There are a good number of clicks on all top 10 organic results.  Even the last result gets about 3% of people to click on it – this is about the same rate as the second pay per click ad, and unlike the ad, its free!Note: Google heat map images from Marketing Sherpa. Originally published Jul 26, 2007 12:22:00 PM, updated March 21 2013 Google Adslast_img read more

How to Build a Community of Twitter Followers for Your Company

first_img Topics: I’ve been getting this question more and more lately, as Twitter becomes more and more mainstream and the business benefits of Twitter are more and more talked about.First, a word of caution. When engaging in any social media, you want to do so authentically – it will involve a fair amount of your participation, both give and take. Your first step once you join Twitter should probably not be to go follow 1,000 people. First of all, you very possibly might not be able to due to recent limits set by Twitter. This act seems kind of spammy, and that’s the last thing you want to do in social media. You should aim to let your community grow organically. That said, there are a few things you can do to get started.The first thing you absolutely have to do once you sign up for a Twitter account (though you can do this before signing up for Twitter, but you won’t be able to do much beyond this), is start monitoring who and what people are saying about your company. Go to Search.Twitter or Tweetscan (it may be worth it to use both, or even additional Twitter search engines, as they don’t all pick up on everything) and search for your company name, your executives’ names, perhaps your competitors’ names. You’ll see all the recent tweets that mention that name or phrase. What’s also great about these services is you can subscribe by RSS to this thread so you’ll be able to keep tabs on new posts about your company. When someone does talk about your company – respond, favorite the tweet perhaps if it’s favorable, and start following the person.A very close second most important thing to do once you’re on Twitter is to actually engage in the Twitter community. If you want people to follow you, you need to give them a reason to. Post interesting tweets, respond to others (see first point above). As noted in my word of caution, you want to be an authentic participant in the community. One of the wonderful things about Twitter is that you have to opt-in to receive someone’s updates (follow them). So, you need to think of ways to warrant a follow. I’ve been pretty impressed with Whole Foods in this regard. I started following them, though I’m no Whole Foods nut, because of their interesting tweets like “TOTD” (tweet of the day), and interesting food-related tweets like plugging food festivals across the country.Those are really the two most important things you can do on Twitter. But, if you’re still interested in ramping up your Twitter following, here are a few additional ideas:Go back to Search.Twitter and search on more general phrases that relate to the audience you’re trying to reach. Subscribe to those updates and respond/follow as appropriate.Check out the directories, like Twellow. Twellow is a directory of Twitter users categorized by industry or interest. There are a few other cool services, like Twubble and Twits Like Me. ReadWriteWeb posted a great article on these services here.Follow those who follow you. People like to feel like you’re listening to them and that they’re engaging in a two-way conversation with you. A follow-back is a great way to set that environment.Check out who your followers are following. They are likely interested in similar topics, and are a natural extenstion to your existing network.One more thought to consider before you get going: Will you be setting up a company Twitter account or will various employees have personal Twitter accounts (or both)? At HubSpot, we recently launched our company Twitter account @hubspot that a few of us monitor and update. There are also a bunch of us who have our own personal accounts, including our CEO, CSA, VP Marketing, and lots of others from across the company, including myself of course. The question is which brand you are building up – your corporate brand, or your personal brand (which in turn contributes to the company brand as well). I like the mix of both, though a lot of marketers may not have the bandwith to support more than one Twitter account. Either way, the first thing you must do after reading this post is to reserve your company’s name on Twitter before someone else does.If you want to see some companies out there who are doing a great job on Twitter, check out Zappos or Whole Foods. If you want to see a full list of companies on Twitter, check out the new Social Brand Index (and it wouldn’t hurt to get listed there, too, while you’re at it).Have you had any luck building a following for your company on Twitter? Do you have any additional techniques that worked for you? What have you learned from other companies on Twitter – good and bad approaches? Leave a comment and let’s discuss. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Social Media Originally published Aug 18, 2008 9:15:00 AM, updated October 29 2019last_img read more

Twitter Isn’t Killing Blogs, It’s Making Them Better

first_img Joseph’s point is that Twitter’s 140-character limit is reducing our ability to do thoughtful long-form thinking. “There has been a marked shift from blogging to “micro”-blogging and I wonder what we’re sacrificing in the process,” he wrote. Blogging Reynolds Golf Academy to learn how to create a thriving blog. ). Twitter’s acceleration is obvious in the Webinar: Advanced Business Blogging Download the free webinar Topics: half of which are inactive and Twitter is not killing blogs, it’s making them better. below (blue is Google searches on “blogs”; red is Google searches on “Twitter.” First, let’s look at the numbers. Technorati’s most recent Bottom line? Yes, Twitter is growing, but it’s not going to kill blogs. Blogs are too important to businesses. , reported that the company has indexed 133 million blog records since 2002. Meanwhile, the . It helps them rank higher in search engines, drive more traffic to their site and, ultimately, generate more leads and sales. Learn how to build your business blog into an inbound marketing machine. Tweets don’t rank well in search engines that have figured out that blogging is a critical piece of Sure, it would be easier for these business to spew 140-character missives on Twitter, but they understand that Modative Originally published Jun 16, 2009 9:12:00 AM, updated October 20 2016 For readers and businesses, this change is a good thing. It means we’re getting fewer of the windy tirades that originally gave blogs a bad name, and more high-quality content that’s produced for a very specific reason — to provide useful information to customers. It also makes it easier for quality businesses to rise above their competition. , and thus don’t generate the leads and sales that blogs posts do. State of the Blogosphere But there’s something else happening. While many of the blogs without business models, published in the middle of the night by bloggers in pajamas, are slowing their pace of publishing, many smart businesses are starting blogs with very clear business goals. These are businesses like So Twitter is seeing explosive growth, maybe even catching up with and cutting into blogging’s dominance. Like Joseph, I see this anecdotally in the pace of posting on many of the blogs I read. People are balancing their blogging with Twitter. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Yesterday Joseph Jaffe, a marketer I look up to, proclaimed that blogging is dying. Twitter is killing it, he said. Joseph is a leader in the social media movement. He’s helped many well-know brands navigate the new landscape. But I think he’s wrong here. Google Trends graph inbound marketing 32 million Twitter accounts ( Cilk Arts Wall Street Journal reportslast_img read more

LinkedIn Launches “LinkedIn Today” – Tips Marketers Need to Know

first_img Originally published Mar 10, 2011 2:40:00 PM, updated October 20 2016 LinkedIn Today You should have LinkedIn share buttons on all your content.  Recently, LinkedIn launched a new sharing button that tracks the number of shares much like the buttons from Twitter and Facebook.  (There’s one on this article, give it a quick click!)  Very soon after this new button launched, we added it as an option to the blogs of all 4,000 HubSpot customers – no software to install, it just shows up.  ( Topics: What do you think about LinkedIn today?  What other tips would you have for marketers?  Leave a comment and let’s discuss. .  Other ways include making regular status updates, and answering questions posted on LinkedIn Answers. (Check out the news article featured in the video, look familiar?)  Now that your news and blog posts can spread more virally on LinkedIn, there is even more reason to be active in this business community.  If you have more friends and build better relationships with them on LinkedIn, then it is more likely your content will get more shares and be featured on LinkedIn today.  One way to be active is to join groups and post messages there, like our Today LinkedIn launched a new news aggregation and curation service called What does the launch of LinkedIn Today mean for marketers? Inbound Marketers LinkedIn Groupcenter_img You should be publishing not advertising. .  Here is a short video from the company explaining what it is.   You should be active on LinkedIn. Many other websites automatically curate news based on what your friends have liked, shared or voted such as Reddit, Digg, Facebook and tons more.  So the story here is not the technology, but the fact that this type of service is now available on LinkedIn, making it extremely relevant for B2B marketers. LinkedIn Marketing  LinkedIn today is yet another service that gives inbound marketers an advantage.  Rather than buying ads people ignore, you want to be the content that is showing up on the homepage and being promoted by LinkedIn members.  The best way to do this is to start a blog and be your own publisher.  In fact, I’m hoping that this article gets featured on LinkedIn today because all of you share it on LinkedIn. ).  If you are not using HubSpot for marketing, you’ll have to figure out how to add the new button to your blog, maybe contact a web developer, etc.  Either way, you need to do it!  Having these buttons on your content makes it much more likely your website visitors will share the content with their networks and your company will get more attention on LinkedIn. Note to customers: There is a checkbox in blog options to turn it on or off, very easy – if you have any trouble, just call support at 888-HubSpot LinkedIn is a huge social network, has a strong following and usage among b2b companies and is the largest business / career focused community in the world.  If you sell to other businesses, or even to individual business people, you need to know what you should do to get the most out of LinkedIn Today.  Here are some of the key tips for marketers: Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more

3 Steps to Creating Effective Buyer Personas [Marketing Cast]

first_imgAre you marketing to the right people? If you’ve created buyer personas and are now launching campaigns that appeal to those segments of people, you would know.In this episode of the Weekly Marketing Cast, David Meerman Scott discusses how to create buyer personas and what steps you should take next.What Is a Buyer Persona?“A buyer persona is when you slice your marketplace into individual groups of people,” explains David. In other words, the term describes your target audience.For instance, if you are a marketing manager at a hotel, you might have five buyer personas: an independent business traveler, a corporate travel manager, an event planner, a vacationing family, and a couple planning their wedding reception. When running marketing campaigns, you will need to adapt your messaging to fit the needs of these different buyer personas.1. Interview Your Buyer Personas“Once you identify who your buyer personas are, you need to interview those buyers,” advises David. Make sure the people you pick to talk to aren’t already your existing customers. Take 20-30 people who fit each persona and ask them open-ended questions that are not necessarily related to your product or services. “You want to end up with broad questions,” David says.2. Create Profile(s) for the Persona(s)Take the information you have gathered from your interviews and come up with a profile for each group. Give each of your personas a name and an image. If your business is a hotel, for instance, your buyer personas might include Wedding Wendy, for ladies planning their wedding receptions, and Business Traveler Ben, for corporate business professionals. Remembering about the needs of your different target audiences is so critical that some companies have placed images of their buyer personas throughout offices and on the walls of conference rooms.3. How to Market to Buyer PersonasIn order to effectively market to buyer personas, you will need to create content that targets these segments. For instance, for the newlyweds, you might have a blog that talks about wedding bands. The buyer personas are unique in what they need and how you market to them. Before you start a campaign, ask yourself, “What would Wedding Wendy say about this?” or “Would this piece of content appeal to Wedding Wendy?”Buyer personas help your marketing come alive, says David. It’s so much better than merely talking about your products or services.Do you use buyer personas in your marketing? Buyer Personas Originally published Sep 12, 2011 11:00:00 AM, updated February 01 2017 Topics: Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more

9 Must-Haves for the Perfect Landing Page

first_imgThe following article is an excerpt from our newest ebook, 25 Website ‘Must Haves’ for Driving Traffic, Leads & Sales. You can download the complete, free ebook here.Landing pages are one of the most important elements of lead generation, yet most companies don’t use them enough — or at all. It’s common to give more attention to a website’s homepage instead. After all, it is the first room in your virtual storefront when visitors “walk” through the door.Surprisingly, studies show that the average conversion rate for a website is between 1% and 3%, which means it’s only converting a teeny tiny portion of site traffic. With such a poor outcome, why do businesses still rely on the homepage to do the heavy lifting?A landing page (also referred to as a lead-capture page) is a crucial must-have for any website because it provides a targeted platform for converting higher percentages of visitors into leads. In fact, landing pages have a 5-15% conversion rate on average. Yet they are often overshadowed by a homepage or other product pages.This is because, for years, marketers have focused on driving people to a company website without a clear idea of how visitors got there and where to take them next. Today, we now use email marketing, social media, pay-per-click (PPC) advertising and other online channels that empower marketers to send traffic to specific locations (landing pages) containing the right messages for each audience.The job of a landing page is to tell your visitors exactly what you want them to do and why they should do it. Homepages, while still an important element of a website, are typically less focused on a particular task because they are serving the masses. Homepages are great for direct traffic, but when you can control how visitors arrive on your site, a landing page is the best place to send them. When done right, landing pages can have a very positive impact on your lead generation.While landing pages perform better than main site pages at a 5-15% conversion rate, they can do much better if using the best practices explained below. In fact, many of HubSpot’s customers who have implemented these tips are experiencing a 30-45% conversion rate! That’s insanely above the average!To put this into perspective, if you drove 10,000 visitors to your homepage, you’d receive an estimated 300 leads. If you instead sent them to a targeted landing page with an average 30% conversion rate, you could generate 3,000 leads. Which one would you rather have?Wondering what it takes to get a stellar landing page conversion rate? Check out the tips below for creating the perfect landing page.1. Never Use Your Homepage as a Landing PageAs mentioned above, homepages typically have too much messaging, making visitors feel lost. We’d also recommend not using a main site product page either. Even if your homepage and sub-pages are awesome, a dedicated landing page (using these tips) will perform better at converting visitors into leads because they are focused on one task.2. Landing Pages Must Contain the Following ElementsA headline and (optional) sub-headlineA brief description of the what is being offeredAt least one supporting image or short video(Optional) supporting proof elements such as testimonials, customer logos, or security badgesMost importantly, a form on the landing page itself to capture information. If for some reason you can’t include a form on the landing page, use a large call-to-action (CTA) button to direct visitors to the next step. 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 Oct 11, 2011 9:00:00 AM, updated February 01 2017center_img Landing Page Design 3. Remove or Limit Extra NavigationA landing page is used for one purpose and one purpose alone – to encourage a visitor to take one specific action. When visitors land on a page, we want to keep them there until they perform that action. Leaving the navigation might induce them to continue wandering. Remove main site navigation from the page so they don’t move off your landing page.4. Keep the Objective Simple and ClearDon’t try to stuff too much information on your landing pages. Make it clear what the page is about and what you want the visitor to do. Limit the amount of copy, images, media, and links to only what’s necessary, and organize your content in a proper structure so objects are in logical order. It’s especially important that the call-to-action (CTA) is as crystal clear as possible for the visitor.Example of a landing page that could improve the CTA:5. Match the Content to a Visitor’s Previous SourceWhether a visitor comes from a PPC ad, email, or call-to-action from another source, ensure the messaging matches throughout the entire conversion path. If your PPC ad says “Download our Marketing Ebook,” your landing page should say the exact same thing — or similar. If there is a disconnect in your messaging, visitors will feel as if they are in the wrong place and will likely hit the ‘Back’ button.6. Reduce FrictionFriction is caused by objects (or missing objects) on a page that inhibit a visitor from taking action. This can include providing too much information (adding complexity), animation that is distracting, lack of customer proof or security, etc. Make your visitors feel confident in their choice to provide their information. To reduce friction, keep the page simple (don’t require visitors to read too much), include proof elements such as customer testimonials, number of downloads/sales (to indicate acceptance from others), security badges (if you’re dealing with sensitive data such as credit card information), and as mentioned above, make sure messaging matches throughout their conversion path.7. Focus on VALUEDon’t create a landing page to download a fact sheet (never put these behind a form). Do create a landing page for a valuable whitepaper. Don’t use a landing page for “Contact Us,” but do use one for a valuable guide, free trial, demonstration, or evaluation. Offering something of value will enable you to generate more leads so you can nurture them over time until they are ‘ready to buy.’Example of a great landing page providing value:8. Only Ask for What You NeedWhen it comes to web forms, there is no magic answer for the number of form fields that should be required. But here is one simple rule of thumb: only ask for what you or your sales team really needs. If you don’t need their hair color, don’t ask for it. Try to stay away from sensitive or confidential information, too. And never, ever use the word “Submit” on the form button. Always use language for what they are getting in return. For example, use “Download Now,” “Get your Free Evaluation,” or “Join our Mailing List.”9. Create a Lot of Landing PagesFor every new campaign or offer, create a new landing page. The more landing pages you have, the more opportunities for converting more traffic into leads.BONUS: Make Your Landing Pages ShareableThis is optional, but it’s another great way to drive more visitors to your landing pages. Include social media sharing links or a social sharing widget on your landing pages so visitors can easily share that content with their own personal networks, and in turn, drive more opportunities for converting leads.Evaluate your landing pages, and use these best practices as a checklist for setting up the perfect page. Effective landing pages are what will turn your website into a lead generating machine. And don’t forget to test your landing pages to see which ones work best for you!What other landing page best practices would you recommend?last_img read more

10 Genius Ideas That Changed Marketing Forever

first_img Originally published Oct 9, 2012 9:00:00 AM, updated October 20 2016 Marketing Trends This is an excerpt from our new ebook, 100 Ideas That Changed Marketing. Download your free copy if you want to see the other 90 ideas that have changed our industry forever!At the beginning of this year, we set out to create an infographic that gave a rundown of the history of marketing. And as we looked back, we found that one idea from all the way back in the 1400s — the invention of the printing press that made mass media possible — totally and completely changed the entire trajectory of our industry. Heck, you could argue it made our industry possible!That made us think of all of the other advancements that have rocked the marketing world. Because we kind of have a thing for shaking things up 🙂 So, we compiled this ebook, 100 Ideas That Changed Marketing, and we wanted to share 10 of the highlights from it right here. Take a look, get inspired, and let us know if we should add a one-hundred and one’th (one’th? That’s not right, right?) idea!10 of the 100 Ideas That Changed Marketing Forever1) AgileIf you’re agile, you can easily and gracefully move at a rapid pace. In 2001, through the Agile Manifesto, the idea of agile was introduced to software development, and it defines aniterative approach that promotes flexibility and customer collaboration. “In many ways, marketing used to be a lot like software development,” wrote marketing technologist Scott Brinker. “Yearly plans of a few major initiatives would lumber forward with rigid hand-offs between the different stakeholders — researchers, strategists, creatives, media buyers, etc. The end-to-end process was time consuming and difficult to alter midstream.”By implementing an agile approach, marketers should be able to make iterations faster and respond to change rather than simply follow established processes. Today, with the proliferation of new technologies, the ability to adapt to the rapidly changing marketing landscape is becoming increasingly important and necessary for business success. As Michelle Accardi-Petersen wrote in her 2011 book Agile Marketing, “the old integrated marketing methods don’t work … that is, unless you have an agile process that allows you to move much faster and to adapt to these marketing pressures on the fly where necessary.”2) BloggingAs inbound marketers, I think we’re all familiar with this … but when’s the last time you took a step back and realized, “Wow, blogging is one of the strongest marketing tools in my kit.” The times they are a-changin’ eh?Short for web log, a blog is a term used to describe a series of online articles displayed in chronological order that generally encourage comments from digital readers. Blogs are usually maintained by an individual or group of people and will traditionally include regular entries of commentary, descriptions of events, or other material, such as photos and videos. A blog is a long-term marketing asset that brings traffic and leads to your business. It introduces you as a thought leader in your space and allows you to earn people’s trust.Nearly 40% of U.S. companies use blogs for marketing purposes. “This platform, if done properly, can generate tremendous traffic, leads and sales for your business that youotherwise would not have had,” wrote Marcus Sheridan, Partner at River Pools and Spas and Founder of The Sales Lion. First, business blogging helps you in respect to search engine optimization (SEO). The more blog posts you publish, the more indexed pages you create for search engines to display in their results. Second, your blog is an asset that introduces you as a thought leader — it will help you earn people’s trust and stay top of mind for many in yourcommunity. Finally, a blog gives you real estate to place calls-to-action in order to generate leads.The thing about blogging is that anybody can do it, but remarkably, not everybody does. This gap represents a huge opportunity for serious marketers to differentiate themselves — with their bosses, and their leads and customers.3) Citizen JournalismThe new media landscape has reshaped the ways in which audiences access information. A Pew Research Center report showed that some 46% of Americans visit from four to six media platforms on a typical day, and only 7% have a single favorite one. For their daily information, online readers consult various sources, including newspaper sites, email, and social media. Additionally, social networking sites like Facebook and Twitter have fostered recommendation systems that increasingly shift the power of information distribution in the hands of non-journalists. In these environments, one’s community can make editorial decisions by endorsing stories.Marketers need to recognize the participation of citizens in the process of newsgathering and always provide credible sources and references when sharing public information. Don’t underestimate the investigative spirit of today’s consumers and people’s ability to get to the truth through in-depth online research. Businesses need to be more alert than ever to theway they present information and facts because inaccuracies can easily be exposed.4) CopyrightCopyright is a legal concept that protects the work of an individual from being used withouttheir consent. It gives the creator of an original work exclusive rights, including the right to receive credit for their work and the right to choose who can use and remix their work.With the rapid development of technological advances, it has become easier for people to create digital mashups of existing works, which has led to copywright wars and lawsuits.American academic and political activist Lawrence Lessig argues that we now live in a Remix Culture which encourages people to engage in collaborative creation and stimulate their creativity in new ways. “It is time we stop wasting the resources of our federal courts, our police, and our universities to punish behavior that we need not punish,” he wrote in Remix: Making Art and Commerce Thrive in the Hybrid Economy.Now that the role of a marketer is so intertwined with the role of a publisher, it’s not difficult to imagine the different ways in which copyright affects the marketing professional. Not only is pirating content just poor internet etiquette, but it also results in duplicate content that hurts both websites on which the content is featured in the search engine results pages. In fact, one of Google’s 2012 algorithm updates will be using the number of valid copyright removal notices as a signal for which websites should be displayed in the SERPs. To stay away from such punishments as a marketer, you need to ensure you are not stealing people’s content. Make sure you aregiving your sources credit in all of your content, including blog posts, webinars, ebooks, and even social media.5) GamificationGamification describes the adoption of game design elements and game thinking by nongamecontexts. It’s applied to make less interactive situations more engaging to users. Some forms of gamification in marketing include awarding badges or providing incentives for participation in specific activities.For instance, at HubSpot we often give away prizes to random attendees of our marketing webinars or people who share our content with their networks. “Games and research into human psychology have taught us that people are happier when they earn something, rather than when it is given to them,” wrote Darren Steele, the strategic director of Mindspace, and co-author of the gamification book, I’ll Eat this Cricket for a Cricket Badge.6) Inbound MarketingInbound marketing is marketing that’s useful. It means acquiring customers by attracting and nurturing prospects with exceptional content, data and customer service — not interrupting them with annoying, useless messages. It means pulling prospects in with a magnet, not beating them over the head with a sledgehammer.“Consumers have learned how to ignore TV commercials with Tivo, radio commercials with Satellite radio, email marketing with filters, etc.” wrote in our LinkedIn discussion web presence strategist Linda Lovero-Waterhouse. “Now our goal is to give consumers the information they want *when* they want it. What a concept!”Inbound marketing tactics tend to be cheaper than traditional marketing tactics, too. Companies that focus on inbound tactics have a 62% lower cost-per-lead than companies that focus on outbound tactics.There are three key stages to inbound marketing: get found, convert, and analyze. Eventually, inbound marketing boils down to, as web marketing professional Jonathan Mallia noted, “knowing your customers’ needs and feeding them with the right content that ultimately links to the product you wish to market and finally sell. If this is cleverly executed in a strategic manner, you will realize that you have only spent a small fraction of your advertising budget to convert a good number of good quality, sales-ready leads. Why? Because Marketing = Educating.”7) Social NetworksWith the invention of the World Wide Web in 1990, the internet opened up multi-directional communication channels and embraced collaboration. Its digital format removed the physical limitations and expensive cost of producing and distributing information. Forums and chat rooms started to populate the digital landscape, often used to share news. Internet Relay Chat (IRC), for instance, was introduced to the general public in 1991, when the platform offered real-time coverage of the First Gulf War.In the early 2000s, people joined the new participatory media culture by creating and disseminating content through their personal computers, smart phones and digital cameras. Online users started blogging, video broadcasting, and using social media. Social networking site Facebook, which was founded in 2002, now has more than 900 million active users. Then of course there are the other popular social networks like Twitter, LinkedIn, Pinterest, Google+ and YouTube.“Social marketing changed marketing forever,” wrote Jose Antonio Sanchez, Communications Specialist at Uberflip, in our LinkedIn discussion. “Marketers have realized that they need to have valuable two-way conversations with their audience before getting it to ‘buy’ their product. Consumers can be convinced but not persuaded anymore.”8) Social ProofSocial proof, also referred to as “informational social influence,” is the concept that people willconform to the actions of others under the assumption that those actions are reflective of thecorrect behavior. In other words, it’s the mentality that, if other people are doing it, and I trustthose people, that’s validation that I should also be doing it. This third-party validation can be avery powerful motivator for your site visitors’ and prospects’ actions.One traditional example of social proof is when TV shows play canned laughter or recorded applause to elevate the perception of funny or applaudable situations. So while the concept of social proof may be nothing new, the rise of the internet and social media adoption have certainly made social proof a lot easier to leverage and exploit, especially in a marketing context. Building and providing better visibility for your business’ social proof can be a powerful addition to your marketing strategy.The forms of social proof in marketing can vary from social media praises and social advertising to case studies, testimonials and user reviews.9) ViralityViral marketing is word-of-mouth marketing that is carried out voluntarily by a company’s advocates. “Viral marketing,” wrote Seth Godin in 2008, “is an idea that spreads — and an idea that while it is spreading actually helps market your business or cause.”Godin goes on to describe two types of viral marketing: one in which the message that spreads is the product itself, and another in which the message isn’t related to the product. YouTube as a platform would be an example of the first one, and a video on YouTube would be an example of the second.Email has facilitated the spread of the second type of viral marketing. Tools such as “send this page, article or website to a friend” encourage people to refer or recommend your newsletter, company, product, service or specific offers to other people. In order to leverage viral marketing, you need to have a strong community that will start the process of spreading your message. You can build your community even before you have a product. Letting users into the process early helps provide a sense of ownership while it gives a company valuable feedback needed to make the product better.“Being viral isn’t the hard part,” observes Godin. “The hard part is making that viral elementactually produce something of value, not just entertainment for the client or your boss.”10) Web 2.0When the Web first became available to users, it was primarily about retrieving information. As it evolved in the 2000s, it became known as Web 2.0 — a platform associated not only with consumption of information, but also with collaboration and participation. It is characterized by applications like blogging, search engine optimization, and social media. The term is associated with Tim O’Reilly because of the O’Reilly Media Web 2.0 conference in 2004.O’Reilly explained that Web 2.0 is based on the principle that online databases improve as people use them. “It’s about how businesses work differently in the age of the network,” he said. Businesses have to figure out how to create more value for their customers than for themselves. Ultimately, customers and businesses are capable of building value together. Think about how you can build a platform online that enables the community to bring value to your business for you.What other brilliant ideas do you think changed the marketing landscape forever?Image credit: d4u.hu Topics: Don’t forget to share this post! 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