The two companies have signed an R8-billion (US$1.2-billion) deal that will see the roll-out of fast-paced broadband internet to communities in the Northern Cape, Limpopo and Mpumalanga provinces over the last quarter of 2012 and the first quarter of 2013. South African IT firm Mavoni Technologies is collaborating with international satellite company O3b Networks to make internet access possible for rural communities in the country. Chifiwa Makhwedzha from Nkowankowa in Limpopo said the initiative would be a great way to increase productivity in government departments. Mavoni CEO Tinyiko Valoyi said his company wants to focus on providing internet to underprivileged areas of South Africa to help develop them and improve the lives of people living there. Faster internet access Makhwedzha said he is also happy that schools will be getting internet as that should improve the quality of education. He said no contracts have yet been signed with any of the departments and municipalities, but they were looking to get them finalised towards the end of the year. 8 June 2011 First published by MediaClubSouthAfrica.com – get free high-resolution photos and professional feature articles from Brand South Africa’s media service. Valoyi said his firm is currently talking with various other provincial departments and municipalities which could also benefit from the initiative. “It’s really great news. Most communication is done via the internet these days and people in our areas, especially the young people, need to have good computer skills and a great knowledge of the internet in order to apply for work and be ready for the workplace.” Valoyi added that his company would focus on rolling out internet in schools and government institutions. The first province they would concentrate on would be the Northern Cape where they would provide internet access to an estimated 1 500 schools, which would benefit about 185 000 pupils. “I’m particularly glad about the schools being the first on the list to get connected. Teachers at schools will now be able to get educational material for the subjects they teach through the web. They can then use this material to educate themselves and also to teach the students.” Bandile Thusi, from Nonzwakazi township in the Northern Cape, said he was pleased to hear about plans to bring internet to schools in the province. Mavoni will also partner with the provincial government of Limpopo to bring internet connectivity to more than 500 schools there. These MEO satellites will provide faster internet access and clearer voice communications and video conferencing than standard communication satellites, as they will be four times closer to the earth. “This will help things work faster in some of the state departments here. At times, something that could have been done fairly quickly takes longer because of the communication channels. With internet, it will hopefully be quicker to get assistance at government departments.” “We are ready to advance,” said Nolwazi Zwane from Botleng township in Mpumalanga. “As a community, we are keen for ways to develop ourselves and see progress in our area. Having internet will help us stay connected with what is happening with the world around us, and help educate ourselves further.” According to the agreement, the companies will build a satellite-based global internet backbone with a constellation of eight medium-earth orbit (MEO) satellites. ‘Ready to advance’ “We decided to start with the Northern Cape as it is often a neglected area when it comes to connectivity. Limpopo and Mpumalanga are also high priorities. Traditionally, these have been areas where fibre networks have not been able to reach.”
Chief Minister Mehbooba Mufti on Saturday ruled out any third party mediation on Kashmir issue.Reacting to former Chief Minister and National Conference (NC) president Farooq Abdullah’s demand for a third party intervention, Ms. Mufti said, “There can be no place for a third party intervention in Jammu and Kashmir.”Mr. Abdullah on Friday sought the help of the U.S. and China “to mediate over the Kashmir issue”.“Let America and China mind their own business. Look at the places America has interfered in, be it Afghanistan, Syria, or Iraq. While China has its own problems to deal with in Tibet. We have the Lahore Declaration and the Shimla Agreement with us,” Ms. Mufti said.
LATEST STORIES Read Next Japan ex-PM Nakasone who boosted ties with US dies at 101 “La Salle is already a strong team and this happens.”Pumaren, who actually served as La Salle’s head coach from 1998 to 2009 and served as a Green Archer in the 1980s, added that even other La Salle alumni weren’t happy with the way the game was won.“My fellow friends from La Salle, they weren’t even proud of it,” said Pumaren. “Even some of the UAAP coaches are texting me now, saying that this is a sad day for the UAAP. I won’t mention who these guys are but two are from Final Four contenders and two more coaches said that this was a sad day.”ADVERTISEMENT CPP denies ‘Ka Diego’ arrest caused ‘mass panic’ among S. Tagalog NPA Kammuri turning to super typhoon less likely but possible — Pagasa MOST READ Don’t miss out on the latest news and information. Maverick Ahanmisi lashes out at refs after bro Jerrick, Adamson lose to La Salle Kris Aquino ‘pretty chill about becoming irrelevant’ Stronger peso trims PH debt value to P7.9 trillion QC cops nab robbery gang leader, cohort “You know, stepping out of the [Smart Araneta] Coliseum the La Sallians, even the coaches of Zobel, were embarrassed,” said Pumaren in Filipino Saturday. “When I shook hands with them, their hands were so cold it’s as if they were carrying ice.”Adamson was called with 33 fouls, with one technical foul going to Pumaren, while La Salle were reprimanded 12 times.FEATURED STORIESSPORTSWATCH: Drones light up sky in final leg of SEA Games torch runSPORTSSEA Games: Philippines picks up 1st win in men’s water poloSPORTSMalditas save PH from shutoutLa Salle also had 39 free throws, making 26, while the Soaring Falcons attempted just five and made two of those charities.“It’s so frustrating… we worked hard for this, we prepared for it,” said Pumaren. “I don’t think I was outcoached, I don’t think we got outplayed. It’s so disappointing.” Typhoon Kammuri accelerates, gains strength en route to PH Brace for potentially devastating typhoon approaching PH – NDRRMC View comments Photo by Tristan Tamayo/INQUIRER.netFranz Pumaren wasn’t about to sugarcoat things when his Adamson University lost to De La Salle, 82-75, in the Final Four of the UAAP Season 80 men’s basketball tournament.Pumaren said the officiating in the game “was the worst” he had experienced in all the 19 years he has coached basketball.ADVERTISEMENT Trending Articles PLAY LIST 00:50Trending Articles01:44Philippines marks anniversary of massacre with calls for justice00:59Sports venues to be ready in time for SEA Games01:37Protesters burn down Iran consulate in Najaf01:47Panelo casts doubts on Robredo’s drug war ‘discoveries’01:29Police teams find crossbows, bows in HK university01:35Panelo suggests discounted SEA Games tickets for students02:49Robredo: True leaders perform well despite having ‘uninspiring’ boss02:42PH underwater hockey team aims to make waves in SEA Games
Good Twitter Handles: Use this type of handle if you would like people to remember the industry in which you work. This way people will always associate you with your specialty, and it’s a good baseline to develop thought leadership. 2) A name followed by random numbers (Joanne123) What’s in a Name? Topics: Unless there is a reason for the specific numbers, this type of handle looks juvenile by conjuring the old AOL chat room days. Many people do it because the name they want to use is already taken. However, it gives the appearance that you aren’t putting enough thought into your username to think of something unique. —and you do not plan to make a company Twitter account—this is a great way to represent you and your company at the same time. “How to Use Twitter for Business” 3) A combination of your name and your industry (MarketingJane) , to learn more important tips for optimizing your company’s social media presence! Twitter 2) A combination of your name and your company (CompanyJane) your company on Twitter Twitter Profile Check out our ebook, We believe the first step in optimizing Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack 1) Something completely random (TigerMan) This is a lost branding opportunity for you and your company and could spark confusion. It’s also unprofessional and looks like you’re hiding your identity. Bad Twitter Handles: Your 3) A handle that uses an underscore (PR_Max) Twitter for business Making your Twitter handle as close to your name as possible will make it easier for people to recognize you at a conference or event. It also treats your name like a brand. every time you tweet, you promote brand awareness for your name. handle is incredibly important. It’s true; you can change it later if you need to. But why not start best-foot-forward and be truly thoughtful when selecting the Twitter handle that will represent you or your business? Originally published Jan 12, 2009 8:54:00 AM, updated October 20 2016 starts at the very beginning: setting up your account. Joining Twitter is fun and exciting, but take the time to fully complete your account before you start using it. By ensuring everything is well set up, you will ultimately get the best results. Using an underscore won’t hurt you, but be aware that it generally is never done. Use at risk of seeming unaware of the “social norms.” 1) Your full name or a variation of your full name (JamesDean or JDean) If you will be the only person representing
What do you think: (a) Is Madison Avenue going to grow over the next few years, (b) is it going to stay flat-ish, (c) is it going to shrink slightly, or (d) is it going to crater? Vote below in the comments section. The whole business model of their industry is still centered around the “30-second (TV) spot.” It sounds like they traditionally had made their money as a percentage of their clients spend on advertising, but that most of them had moved to a retainer type model that is closer to how law firms and consulting firms charge. while the Madison Avenue-ish firms were trying to hold onto the traditional marketing models. transformation of marketing If you are an ad agency, a PR firm or a marketing services firm and think that the “Times Are A Changin,'” I’d encourage you to check out the marketing services transformation webinar. Last night I had a fascinating dinner hosted by the Massachusetts Interactive Technology Exchange that featured Google’s VP of Platforms, a bunch of senior executives from Madison Avenue-ish firms, a senior marketing exec from a Fortune 500 company, a marketing analyst and myself. The conversation was really rich and enjoyable. I felt like it ended up being HubSpot and Google arguing for the complete They were all exceptionally charismatic and convincing — Don Draper in the flesh. I could see how these modern day Mad Men built huge businesses for themselves. Regardless of what happens to their industry, their ability to sell will serve them well. Originally published Feb 18, 2010 9:33:00 AM, updated July 11 2013 I said that I thought the bright spot for Madison Avenue is that despite what many people say, I think creativity is more important than ever. Back in 1970, if a 30-second spot came on the air, you basically had to watch it no matter how bad it was because you only had five crappy stations (a couple more with rabbit ear manipulation), no clicker, no cable, no DVR, no Hulu, etc. In 2010, the content you create needs to be fantastic in order to get watched, get linked to, get shared on social media sites, etc. I think the creativity bar today is an order of magnitude higher than it was 40 years ago. Madison Ave has the talent to create remarkable content that will break through the clutter and this will serve them well through what I think will be a very rough decade. – 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 was a little overshadowed on the charisma meter, but I made a couple of points that I didn’t think were half bad: I don’t know a lot of Madison Avenue bigwigs, so I learned a bunch of things that I’ll share with you below. I’m hoping to create a dialog around what folks think the future of Madison Avenue looks like. Learn how HubSpot’s software, methodology and special programs for agencies and freelance marketing contractors can help you grow your business. There is a massive amount of consolidation going on in the industry by the big boys, but the valuations they pay are small multiples of EBITDA. It struck me as odd that the big boys haven’t been more aggressive in buying some recurring revenue companies like Eloqua, Reachlocal, QuinStreet, etc. One exception seems to be WPP, who has done some small investments in some really early (risky) startups — not sure why Sir Martin doesn’t swing a bit harder on getting recurring software revenue as it could give him a major competitive advantage. These recurring revenue streams would smooth out the revenue/people lumps and dramatically improve their valuations. on our Company News Blog about our new marketing services transformation programs or download the slides from our I sat next to a great woman from one of the more forward looking Madison Ave-ish firms and part of her job was to manage her firm’s relationship with a major Fortune 100 client. For this account alone, she had 80 people on her staff working on it. From this conversation, I now understand why it is such a big deal when they lose a big account! It would be hard as hell to backfill those 80 people on a new account as it is really unlikely they are going to bag an elephant of that size around the same time as losing one, and it’s also going to be hard to spread 80 billable people around to other accounts in the meantime. I suspect this type of situation must create major anxiety for managers and workers alike. @bhalligan Download the slides and audio from our webinar Download the audio and slides from our webinar where we relaunched the HubSpot partner program with significantly more benefits for marketing agencies. Webinar: Learn about the Benefits of Partnering with HubSpot I said that I thought Madison Avenue firms were going to have to dramatically change their business model. In order to do so, they are going to have to dramatically shrink and then grow again. My perspective is that they ought to do it willingly and proactively — rather than die by a thousand cuts like the newspaper executives are doing. Joey Parson For the most part, they all seemed to be in different states of denial about the demise of the 30-second spot. They used clever lines like the only way the car companies are going to “move steel tonnage in volume” is by mass TV ad purchases. Some convincing stats were spouted that sounded counter to everything I’d been reading, but they were relatively convincing. To me, the denial feels like the newspaper industry denial 3 or 4 years ago, but I may be dead wrong about that. announcement I made today Photo Credit:
Walking by the Austin convention center, I saw a group of people huddled near one of the doors. As I got closer, I saw people were playing the game four square, then I got even closer and saw they were playing it with one of the founders of Foursquare, and check out our full SXSW content feed at . This game of four square had people lined up to play and everyone walking by was talking about it. This is the type of buzz companies invest a lot of money to achieve. The total investment for Foursquare? Around Topics: Originally published Mar 12, 2010 7:58:00 PM, updated October 20 2016 $5.99 for a box of sidewalk chalk At South By South West, some companies spend hundreds of thousands of dollars in marketing to reach attendees. , the hottest social network on the Web, spent $5.99. Inbound Marketing Kit Being different wins in inbound marketing kit , whether it is online of off. People often ask how inbound marketing works offline; this is a perfect example. People walking by this game of four square who didn’t know about the application, are likely going to search for it on the Web. Dennis Crowley Inbound Marketing Takeaway Learn more about inbound marketing and how to combine blogging, SEO and social media for results. Inbound marketing isn’t about outspending the competition, it is about being more compelling than them. Getting executives and people who have authority interacting with potential customers can often create a winning combination. HubSpot’s Virtual Booth Major brands like Pepsi, Microsoft and Chevy have lavish booths with chairs, flat screen TVs, and an army of staff members inside the Austin Convention Center. Foursquare has a CEO playing foursquare outside with potential users. inbound marketing Foursquare Download our Jeffrey L. Cohen . For more, check out this video of people playing four square outside of the convention center: Photo Credit: . . http://blog.hubspot.com/sxsw If you are attending SXSW, be sure to check-in to Foursquare 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 Dec 20, 2013 2:00:00 PM, updated February 01 2017 This post originally appeared on Inbound Ecommerce, a new section of Inbound Hub. Subscribe here to read more content like this from Inbound Ecommerce.With your marketing dollars driving traffic to your ecommerce site this holiday season, you may think you can sit back and watch all the new customers roll in.Early estimates suggest $82 billion will be spent this year for online purchases alone. With so much money funneling toward ecommerce, losing money seems impossible. If, however, you’re determined to experience a loss this season, here’s how to do it.Guaranteed Ways To Lose MoneyForget PersonalizationPour money into a website that doesn’t capture customer information through cookies or registration forms. If your only goal is to get customers to your site for the holiday season, there’s no reason to follow up with them anyway, right? Who cares about personalization when those customers will only see your site once?Everyone who’s going to buy is going to buy on their first visit, so there’s no need to make the experience grow more valuable over time.On With the SpamCreate broad, follow-up email messages to send to any customers who managed to leave their email addresses.Without capturing any information on your site, you won’t know what your customers purchased anyway, so how could you possibly segment the emails and send out targeted messages … right?More Customers, Less SatisfactionPut plenty of money into PPC ads but never mind about retargeted ads. If you’re only worried about getting people to your site the first time (and 73% of ecommerce conversions come from first-time visitors, so you can bet you’re not alone), a retargeted ad won’t be much help. Don’t Dare to Be DifferentFocus more on driving customers to your page than on providing your unique value proposition.There may be plenty of competitors out there selling the same thing you’re selling, but you don’t need to convince buyers that your company is better at service and quality, as long as you’ve got more visitors coming along later.Give It AwayPay no attention to the cost of your offers. By giving free shipping for every customer who makes a purchase, you’ll sell more than any of your competitors.Buyers are more likely to abandon a shopping cart if the price of shipping is too high, so you should simply eliminate shipping costs for customers altogether, regardless of how much you’ll pay in the end.Set Them FreeIf a potential customer abandons their shopping cart, just let them go. If they come back to you, it was meant to be. At least, that’s how over 80% of the top 1,000 companies feel. If this mentality is good enough for them, it’s good enough for you, too.Contact Forms Protect Your PrivacyDon’t worry about providing contact information on your website. If people want to get in touch with you, they can just fill out another contact form. After all, if they’re trying to get in touch with you, it probably means they have a complaint, and complaints often mean returns and refunds.With this plan in place, you’ll be well on your way to logging a 9% loss. Never mind the fact that 99% of first-time visitors don’t plan to buy anything anyway. Those who do make a purchase cost you so much money just getting them there that you have no way to recover the loss.The above was all written with tongue firmly in cheek — but that doesn’t mean it’s untrue. By focusing all your attention on traffic and first-time sales, you could actually lose money.Without customer retention, it’s easy to see how you could lose money this holiday season — even with $82 billion spent for online purchases. So what can you do to see revenue growth?Now Let’s Make MoneyThe key to turning a profit with your ecommerce site is customer retention. Getting that first sale is great, but you want to develop and foster a great customer relationship.As you can see from the chart below, repeat customers average higher orders and cost nothing for acquisition. You do, however, need to focus your attention on a few things to make sure those customers want to return for future purchases.Keep Your PromisesWhen convincing those buyers to make their purchases from your ecommerce site, you likely made plenty of promises. You better deliver a quality product as quickly as you can, without any hidden fees or tricks. Be Available Whether it’s by email, social media, instant chat, or phone, make yourself available to all customers. Your customer service at this time is more important than any of the tactics you used to get those customers to your site in the first place.Give Buyers a VoiceReach out after the sale to ask for reviews. Those reviews can help in more ways than one. You give your buyers a voice when you allow them to share their experiences on your site, which makes them feel important. They will appreciate that chance to tell others about their experience.You’ll also have that social proof that first-time visitors look for when visiting your site. As an added bonus, reviews and testimonials help your SEO by directing buyers to your site for information instead of a third-party site.Go After Abandoned CartsYou don’t have to be like 80% of the companies out there. If you send out those emails, 72% of those who return to make a purchase will do so within the first 12 hours. Within two weeks, 100% of those who return with the intention of making a purchase will do so. That means you still have time to recover those buyers before the big day.Be RelevantYour email campaigns should include only relevant material. Show your first-time customers that you’ll be responsible with the information they shared when making their purchase.Segmentation of your contact lists is the only way to make sure buyers are getting emails that appeal to them instead of broad topics that will be counted as spam.Show ThanksMost of all, thank your buyers for the sale. You may be surprised at how far genuine appreciation can go.Why is all this customer service so important? Because repeat customers are the only way you’ll make money off this holiday season. We all want to see big numbers for holiday spending this season, but if you’re not recovering your investment into customer acquisition, those numbers will mean nothing for your company’s success.What are your thoughts on these tips to capitalize this holiday season? Got any tips of your own? Share ’em in the comments below! Ecommerce Marketing Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Topics:
Topics: Marketing Reporting Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Now what do I do?Pulling this report on a monthly basis can give you insight into how your campaigns affected new contacts by persona — and might even shed light into an imbalance in resources dedicated to certain personas.Did you run a marketing campaign around a particular topic? Or did you focus on promoting your content through specific channels? What did you do that led to an increase or decrease in persona acquisition? Digging into this report can help you allocate resources more wisely to grow different segments of your business.Contacts by Lifecycle StageWhat is it?Another way to segment your database is to look at how they appear by lifecycle stage. This will give you a sense of how many leads, subscribers, customers, opportunities, etc. you have in your database in a certain time period. This data will help you understand if you need to generate more leads or if you should be more focused on closing your current leads. It will also give you a general understanding of the quality of your database.Simply choose if you want daily, weekly, or monthly data, plot your contacts by their “Create Date,” and break the report down by their lifecycle stage so you can see a report like the one below.Now what do I do?This report will give you an overview of how many leads you’re generating by each lifecycle stage. It will also give you a visual overview so you can see how these leads are moving through your funnel.Use this report to see what areas of your funnel you need to address for greater funnel efficiency — no one likes a clogged funnel, least of all Sales. If you see there are not a lot of marketing qualified leads in your system, for instance, you may want to create a report that digs into the reasons why. Pulling reports of the first conversion date, days to close, and content offers can help you uncover why the contacts in different lifecycle stages may be high or low.Leads Broken Down by OfferWhat is it?If your company does inbound marketing, chances are you’re going to have a lot of content on your website. Figuring out what content performs the best is important as you plan out your content strategy. Maybe certain types of offers like whitepapers are more popular than webinars, for instance. Or certain topics could resonate better with your audience than others. Understanding your audience’s content preferences is very valuable information to have so you cater to their interests.Using HubSpot, you can pull data to show which offers generate the most leads. Let’s take ebooks as an example. Create a custom property for ebook source. Then go to your ebook landing page forms, and put a hidden field with the customer property you created for ebook source. Under default value, write the name of your ebook so your contact’s record indicates that they downloaded that particular offer.Now what do I do?After your ebook has been live for a couple of weeks, take a look at its performance in comparison to some of your other ebooks. See if you can see trends between the different ebooks. Does a certain topic consistently perform well? Did an ebook perform better on social media than via email marketing? Try to find those trends based on the data to figure out which ones you can promote more and which ones should take the back burner.Alright marketers, what other reports do you think are important to run? Share with us in the comments. Now what do I do?Take a look to see how people are finding your blog content. Did you run an email campaign that put the content in their hands? Are you doing a lot of promotion on social media? Or are people organically finding your content?Based on what you uncover from this initial assessment, you can figure out your best channels for promoting your content. In the example above, it’s clear that my strongest channel is organic search while email marketing is one of my weaker channels. That tells a resource-strapped marketer to invest more in optimizing my content for search than spending time creating emails.Take it a step further and look at how many leads you’re generating from your blog over a set period of time. If you see spikes in leads generated, you know to dig into your content to see if you’re more successful generating leads with certain topics over others. The more you can dig into these reports to figure out what works and what doesn’t work, the better off your marketing will be.This type of data should be pulled on a weekly basis to help you adjust your content strategy for the coming weeks.All New Contacts by PersonaWhat is it?Every marketer needs a good hang of their buyer personas — but you need to do more than just understand them. It’s important to track how many new contacts you’re actually adding to your database based on that persona.To report on this in HubSpot, plot your contacts by create date, which will show the date on which you added a new contact to your database. Then break down your report by persona. Originally published Apr 24, 2014 2:00:00 PM, updated July 28 2017 There are hundreds of reports that you can run to dig into your marketing. But the question is often where to start — what are those basic reports you can run to help get you comfortable digging into the copious amounts of data at your fingertips?Some important metrics that you should track are traffic, leads, and customers — all of these are important to get the full picture of your marketing funnel. But you probably already look at that stuff. Having the ability to dig in even further to see where your traffic and leads are coming from, what content they interacted with, when they converted, and how long it took to close are important to really uncover meaningful, actionable data. This post will help you get at that — it compiles some of the reports that can get you started on some of the basics in marketing reporting. Note that you will need some type of marketing software to do this. You should also be able to export the data from your software and manipulate it in Excel using pivot tables and other functions. (If you need help using Excel, download this offer to teach you some of the basics.)Since we use HubSpot for our reporting needs, I’ll show you how to compile these reports using HubSpot. (Bear in mind that the data below is sample data only, and does not represent actual HubSpot marketing data).Revenue ReportingWhat is it?It may be helpful for marketers to be able to tie their marketing efforts back to the amount of revenue their marketing generates from that particular channel. That way marketers can look at the success of certain channels over others and make smarter investments based on what channels generated the most revenue. Note that if you’re a B2B business, it may be more important for you to create your reports based on company data instead of individual contact data., so you may use a companies report instead of a contacts report.HubSpot customers can pull revenue data based on any contact properties they have in HubSpot using the new Companies Report. So if you wanted to pull it based on source, you’d simply select the date range that you want to analyze, choose “Original Source Type” to make up your bar graph, and select “Salesforce Total Revenue” as the last field.Note: Enterprise HubSpot customers can do this in their software if they have their Salesforce integration set up with Account Sync turned on. Now what do I do?Look at the revenue results of different channels, and see where you had the most success. You can use this information to decide what marketing efforts to invest in going forward. For instance, in the example above, offline sources are clearly generating a lot more revenue than direct traffic — we can make actionable marketing and budget decisions with that knowledge going forward. If you’re looking at revenue by source, it’s also important to keep in mind other factors that may have contributed to the success or failure of a channel. The source is a person’s first conversion on your site. But if someone converted on offline sources, and then eventually buys your product as a result of direct traffic or other channels, those other channels or the combination of channels may be the reason for your customer acquisition. This is all to say that revenue reporting is important, but you should dig into some of your other metrics, as well, for a more complete picture.Channel-Specific TrafficWhat is it?Understanding where your traffic is coming from will help you make strategic decisions as you choose to invest in different channels. In some cases, if you see strong performance from one particular source, you may want to invest more resources in it. On the other hand, you may actually want to invest in some of the weaker channels to get them on pace with some of your other channels. Whatever you decide, the sources data will help you figure that out.HubSpot customers are probably familiar with the Sources graph to get at this information, but you can actually customize it more. For instance, you could pull a report based on the number of visits coming to the site, you could pull number of visits from a particular list instead of your entire database with the Contacts or Companies Report, and you can (of course) customize those views by date ranges that matter for your reporting.Now what do I do?After you pull the data, take a look at what channels are performing well. Based on your goals, that could mean looking at the visitor data, or focusing on the visit-to-lead and lead-to-customer conversion rates. Here are a couple different ways to think about your data:If you get a lot of traffic to your site from a certain channel, but the channel is not necessarily helping your visitors move down the funnel, it may mean that you should invest more in other channels or dig into ways to improve your conversion rates.Think about ways you can invest resources in your strongest channels. Did you run a campaign that helped the channel perform well? Was there a piece of content you created that set it off? Consider how you can replicate your past success.If you haven’t worked on a particular channel, this could be a good time to test it out. Think about how you can incorporate multiple channels into the same campaign.Pulling this data weekly will allow you to stay up-to-date on how the channels are performing. If a channel took a turn for the worse, you’ll have enough time to remedy the situation before it gets out of control. Pulling the report daily may be a bit overboard since some channels take multiple days to be effective, but pulling it monthly will not help you respond with agility.Blog Leads ReportWhat is it?Blogs have become a marketer’s best friend. There is a direct correlation between the number of times a company blogs and not just the amount of traffic they drive, but the number of leads they generate. So it’s critical you keep an eye on how well your blog is helping you grow that critical metric.A blog leads report is a quick way to see how many leads you’re generating on a daily, weekly, or monthly basis — and by what channel. This report is a great way to dig into what channels are strongest for your blog, where you should spend more promotion time, and how well your content is performing over time.If you’re using HubSpot, create a list to gather all of the leads for your blog. The list should have the “Contact Property of First Referring Site,” “First Page Seen,” and “Original Source” equal to your blog URL, and then use the list to create your contact report. Break down your report by the “Became a Lead Date,” and break down the contact properties by “Original Source” if you would like to see the channel they’re coming from, not just the leads number.
Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Most people have the same experience with clickbait.You stumble across it in your Facebook feed or Twitter feed. It reads, “13 Problems Every Blonde Bostonian Working at a Marketing Software Company Has.” You recognize it’s pandering to you … but it’s just so perfectly intriguing, you have to click. You click, resigning yourself to scrolling through for just a minute because you’ve got work to do. You get to the first list item — it’s roughly on point, so you continue.Download 195+ visual marketing design templates to use for social media posts, infographics, and more. Suddenly, 10 minutes go by — you’ve scrolled through the whole article and realized it’s a load of crap that was meant to waste your time. You hate yourself a little. You get back to work, telling yourself you won’t get duped again. You’re too smart for that … but sure enough, an hour later, the whole clickbait-shame cycle continues. Don’t be upset — it’s happened to pretty much everyone. Clickbait has been around for over a century, and it’s remained a common tactic for content creators because it works. As a content creator, it’s one of those ethical grey areas you have to navigate. To help you figure out which side of the clickbait debate you fall on, we put together this post — hopefully, by giving you some background into the history, science, and ethics of clickbait, you can make a decision on how you’re going to create content for your company. A Brief History of ClickbaitClickbait isn’t something BuzzFeed, Upworthy, Viralnova, Distractify, or any other viral content site invented. It’s been around for over 100 years. If you want a more in-depth version of clickbait history, check out this post on io9 — below’s the quick and dirty version. Back in the late 1800s, newspapers were really concerned with increasing their circulation numbers (kinda like the way most media companies care about pageviews today). One easy way to increase circulation was to have a popular comic strip that pandered to the largest number of people — people would buy the paper to read those cartoons, not hard news. One such comic was all about the adventures of Yellow Kid — a poor kid from the slums wearing a yellow nightshirt who’d say weird things, kinda like modern day LOLcats. Like this:Like today, people got up-in-arms about journalism being tainted by the Yellow Kid inflating circulation, and the term “yellow journalism” was born. Since then, media companies have all used “yellow journalism” techniques to get more people reading their content. And sometimes it’s had disastrous effects. But the moral of the story here is that clickbait is nothing new — technology and the increasing amount of content on the web has just made it much more prevalent. And for the people using it to get more views and comments on their posts, it’s working. Why You Click on ClickbaitEven though you know a headline is just clickbait, it’s tough to resist — your brain is programmed to click on it. Why? It all boils down to curiosity. Studies have shown that curiosity is a cognitive form of deprivation from realizing you have a gap in your knowledge. And when you have that deprivation, you’re gonna try really really hard to reverse it. So when you’re presented with a title that makes you curious — something like, “This 4-Year-Old Decided to High-Five Every Person They Passed on the Street That Day. You’ll Never Guess What Happened.” — you’re overcome with a desire to click on it. Even if you guess that pretty much every person will high-five the four-year-old back (seriously, who wouldn’t high-five a four-year-old?) … you’ve got to click to make sure. But how do content creators get people to be curious enough about their content to click? They’ve got to make the most of their headline — and research from a professor and a communications staffer at BI Norwegian Business School suggests piquing interest in headlines all boils down to asking questions that reference the reader. Forbes describes the experiment as this:”They tested three kinds of headlines: One was a simple declarative headline. Example: “The hunt for status in the advertising business.” Another posed a question: “Why are advertisers so obsessed with winning prices?” They also contrasted simple headlines like “Power corrupts,” with self-referencing headlines like “Is your boss intoxicated by power?” They got on average 150% more clicks for the question headlines and 175% more clicks for the headlines that used the second person. One caveat: The question headlines used more enticing words, like “obsessed” and “intoxicated,” than the simple declarative headlines.”So the reason you can’t help but click on clickbait is simple: It’s piquing your curiosity, usually through a question, a self-referential comment, or both. Media companies and content creators know this already. But should they use your brain against you?The Ethics of Clickbait There’s been lots of discussion on the internet about clickbait. Some for, some against. Some just poking fun at it. And I hate to spoil the end of this post, but there’s really no answer to the whole debate. People are still going to click on clickbait — they have for over a century, and my guess is that they’ll continue to do it. Heck, they’ll probably share the clickbait, too, whether or not they realize what it is they’ve fallen for. It’s up to you to decide if you want to go the clickbait route or not. Maybe you’ll do whatever your company asks. Some companies already have policies and metrics in place to reward or play down clickbait. Some companies have already decided to play into the clickbait because sheer volume of unique visitors is their main metric. Some have decided to take a modified approach, rewarding writers for getting repeat visitors, not just uniques. For someone trying to stay employed, you’ll probably choose something aligned with your company’s policies. But still, there’s a personal responsibility to either embrace clickbait in all of its pandering glory or eschew it in favor of “higher quality” content.In my opinion, neither of these is a better path. As long as the headline accurately describes the piece inside, and the piece inside is a quality piece of content (which is a whole other debate), you’re serving your audience the right way.You just need to ask yourself one question: What will you do for a click?What do you think about the clickbait debate? Do you use clickbait headlines in your marketing? Weigh in in the comments below. Image credit: Upworthy, io9 Topics: Originally published Jun 12, 2014 12:00:00 PM, updated July 28 2017 Marketing Psychology
Nowadays, reviews are more important than ever — 9 out of 10 people are looking at online product reviews and posts on social networks before making a purchasing decision. Do you have a plan in place to take advantage of this trend?Enter the ever useful and efficient case study. Case studies give your audience more information about your product or service in the context of a specific company size or vertical. Though each case study may have slightly differing details, the core messaging will fundamentally remain the same: how your product and/or service has helped one of your existing customers overcome a challenge, achieve a goal, and/or better their lives.Download our free case study study template here.Case studies are also crucial to your sales process. Having a variety of case studies based on various categories such as industry, location, company size, or type of business can help your sales team convert leads into customers and upsell existing customers.We know that building out an awesome case study that shares a compelling story can be both time-consuming and difficult if you’re not sure how to go about it. You may be wondering where to start, who to speak to, and what to ask.To help you to focus on creating content that drives both your sales team and process forward, we have created The Ultimate Case Study Creation Guide and Template. With this helpful kit you’ll be able to:Select perfect-fit participants to help your case study shine the spotlight on your product and/or service.Reach out to potential participants and engage them in the process.Devise great questions to ask your perfect-fit participants. Layout the case study in a comprehensive, clear, and informative manner — giving you more time to focus on the actual content at hand.Click here to download the case study template and guide, and if you want to share this resource with others, use the click-to-tweet links and image below. Click to Tweet: “The Ultimate Case Study Creation Kit: http://bit.ly/14LzKAm via @HubSpot” Originally published Jan 13, 2015 4:00:00 AM, updated February 01 2017 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Content Types Topics: