Arsenal v QPR: Rio recalled

first_imgRio Ferdinand is recalled to the QPR starting line-up for the game at Arsenal, with boss Harry Redknapp opting for his preferred 3-5-2 formation. Armand Traore plays against his former club after being a chance at left wing-back in the absence of the injured Yun Suk-Young.For Arsenal, Tomas Rosicky returns to the team after a thigh injury. Arsenal: Szczesny, Debuchy, Mertesacker, Monreal, Gibbs, Flamini, Cazorla, Rosicky, Alexis, Giroud, Welbeck.Subs: Ospina, Chambers, Bellerin, Coquelin, Walcott, Podolski, Campbell . QPR: Green; Onuoha, Ferdinand, Caulker, Isla, Henry, Mutch, Kranjcar, Traore, Vargas, Austin.Subs: McCarthy, Hill, Phillips, Fer, Wright-Phillips, Hoilett, Zamora.Follow West London Sport on TwitterFind us on Facebooklast_img

Parrikar to stay as Goa Chief Minister: Amit Shah

first_imgGoa Chief Minister Manohar Parrikar will continue in his post, Bharatiya Janata Party president Amit Shah said on September 23, as he announced that a reshuffle of the State’s Ministers would soon take place.The BJP chief said so in a tweet following a discussion with the Bharatiya Janata Party’s core group team from Goa.“It has been decided during a discussion with the Goa BJP core team that Manohar Parrikar will continue to lead the Goa government. There will soon be a reshuffle of Ministers and their portfolios,” he said.Mr. Parrikar’s poor health has sparked speculation over his continuation as the Chief Minister of Goa, and Mr. Shah had recently sent a central party leaders team to the coastal State to speak to allies and take stock of the political situation.The opposition Congress, which is the single-largest party in the State, has also staked a claim to form government. The BJP has asserted that its government continues to have the support of a majority of MLAs.Mr. Parrikar is at present admitted at the AIIMS and undergoing treatment for a pancreas-related ailment.last_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

Social Media and Gustav: How You Can Help and What You Can Learn

first_imgThis morning, as most of us clear out email built up over the long weekend, folks along the Gulf Coast have far more difficult clearing out to do. Yesterday Hurricane Gustav spun across Louisiana, Mississippi and Texas, forcing thousand to evacuate and threatening large-scale flooding. to centralize links, a (1) React Quickly to Events Topics: Originally published Sep 2, 2008 9:15:00 AM, updated March 21 2013 Gustav-related social network What do you think about the social media reaction to Gustav? I’m sure I missed projects. Which others do you think provide important lessons? In addition to facilitating action, the social media response to Gustav illustrates four important lessons for companies trying to figure out how to use social media: Social Media – The tools I linked to above don’t have beautiful design, flawless user-interface and robust functionality, but that’s OK. They’re general-purpose tools that were able to be adapted on the fly. They’re far better than nothing. Make similar compromises with your business. If you get hung up designing the perfect tools for the job, you’ll either miss your window for success, or never get the job done in the first place. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack . (3) Experiment here — Some of the projects above worked and some of them didn’t. That’s perfectly OK, because they were all experiments, and all provided lessons. Nobody knew what was going to work beforehand, so it was important to try lots of things. You should approach your business’ social media projects the same way. You don’t know what will work, so don’t be afraid to experiment. . You can do the samecenter_img — All the web sites and services I linked to above were created over Labor Day weekend. They didn’t require months of planning — just leadership and initiative to get going. You should take a similar approach with your business. Word spreads quickly on the web, so when people are talking about events in your community, you need to join the conversation in a hurry. (4) Do Well by Doing Good was set up on and Twitter accounts were created to broadcast hurricane-related The storm also provided some great examples of the power of social media. and (2) Use the Tools at Your Disposal — None of the projects I linked to above had any specific payoff for the people behind them. They were started out of a desire to be a part of the conversation and to help. Do the same thing with your business web site. Give away free information and tools. Offer resources to charities and non-profits. This is not only the right thing to do, but it will earn you respect, an important currency on the web. more government alerts By far the most important outcome of all these projects is that it’s easier for people to find out what’s going on, and help out. (Encouraged by what I read on all these sites, I gave money at .) a wiki was created Dozens of Facebook groups appeared to coordinate recovery,last_img read more

Twitter Handles Dos and Don’ts (and eBook!)

first_img 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 optimizingcenter_img 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 representinglast_img read more

How to Review Your Marketing Analytics in Just 10 Minutes

first_img Keyword analytics 4. Monitor Conversions Got 30 minutes? . Got 30 minutes? forms lead generation best practices will allow you to review which channels are the most effective at driving website engagement. Review a line graph of organic search, social media, email marketing, campaign-specific, direct, and total traffic over at least two weeks. Any surprising trends? Review referral traffic by individual URLs — any surprising referral pages? Are your blog posts generating traffic from quality inbound links? Take notes of the sticky content, and incorporate more of those topics into your content calendar. Got 30 minutes? Make sure to also consider seasonality if that is applicable for your business by examining year over year data. 2. Track Sources sources report Review a HUGS 2011 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack and join their Birds of a Feather roundtable discussion, “Using Analytics Tools for Business Growth.” 3. Analyze Keywords lead G Most business owners and marketing managers are too busy to dive into Got 30 minutes? keyword grader Marketing Analytics Write down goals for each traffic source and at least one step to reduce costs for each source. Also review your lead nurturing campaign(s) to jot down failed experiments or new content ideas to introduce. A The conversion rate metric allows you to gauge the efficiency of your website’s performance. All the traffic in the world won’t help your business grow if your website isn’t able to turn visitors into business leads. It is important to note that every page of your website should offer opportunities for users to convert. In your review, jot down two pages with the lowest conversion rate. Examine those pages for any missed conversion opportunities. There are many different ways to optimize your pages for lead generation. For tips, review these Take a look at the inbound links driving traffic to your website to see if there are any cross-linking opportunities to build authority for your site with search engines. Be sure to add long-tail variations of top converting keywords to further refine your niche keyword opportunities.center_img 5. Measure ROI For a deeper investigation, review traffic on a line graph against your conversion rates and sales trends. Do you regularly review your marketing analytics to check the performance of your marketing? What other metrics do you track? is a top-line metric of website engagement that measures the amount of users visiting your site. Why is reviewing traffic important? Without sustained amounts of traffic to a website, regardless of industry, businesses will have incredibly low visibility online. Use your favorite analytics platform to review trends in website traffic over two weeks or more. Do the peaks in traffic from marketing campaigns or new blog posts match what you’ve done in the past? Were there holidays or other external factors influencing the traffic? Jot down a couple of notes about potential reasons for the trending up or down when compared to weeks past. Topics: . Be sure you have a compelling “hook” for users to fill out the form as well! . LyntonWeb helps companies grow with creative inbound marketing and technology solutions. Visit them at generation every day. However, it is important to keep a pulse on how your online marketing programs are performing so you can adjust them as needed. The following is a recommendation for a 10-minute, 5-point inspection to use weekly or bi-weekly in order to keep current on your latest metrics. website analytics principles ot 30 minutes? basic Break down your ROI by traffic source. Any surprises? can be digested in many different ways. The most beneficial to your business in a quick-hit analysis is analyzing lead conversions by keyword. While traffic by keyword will show you which keywords are popular, lead conversions by keyword will show you which topics are bringing in qualified visitors. Do the keywords accurately portray your business’ products and services to drive leads? Your top converting keywords are invaluable to guide your website content, advertising buys, and even how you sell your products/services. Also look for keywords with low conversions. Usually these are opportunities to drive more leads. Add more of these keyword-focused topics to your content calendar. Review your website’s two worst converting forms against these for Traffic LyntonWeb to access your site rank on the search engines compared to competitors for popular keywords. As a best practice, always leave your analyses with takeaways and action items. Having these will encourage you to continue to reviewing your analytics regularly. Prioritize analytics for 10-minute weekly or bi-weekly reviews. Capture all your notes and high level metrics in an easy spreadsheet to keep history and share with your team. Photo credit: LIBECK 1. Check Online Traffic Originally published Sep 12, 2011 5:01:00 PM, updated October 20 2016 This is a guest blog post by Samantha Schultz, an online marketing specialist and project manager at tool Finally, tie it all back to ROI. Take the sum of what you’re spending and divide by what you are generating in returns (sales) from the website. There may be other key performance indicators marketing managers can use for an online program, however. Perhaps you’re working against cost-per-lead. Has this changed over time as you’ve grown or taken on lower cost initiatives, like search engine optimization and email marketing? Jot down two ways to reduce overall cost to the program and/or get more leads to balance out the equation.last_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

Fact or Fiction? The Truth Behind 9 Embarrassing Global Expansion Blunders

first_img Originally published Jul 16, 2013 8:00:00 AM, updated February 01 2017 There are many complex decisions to be made when planning your company’s expansion into new countries. No culture is alike, and each country has a language and customs unique to itself. Ergo, you would think that culture and language research would be top of the agenda for every company planning to penetrate new markets.Over the years, however, we have seen and heard some stories emerge on various websites and blogs about some brands’ lack of research in the areas of culture and language. But we could never be 100% sure if they were legit or not — some seemed too awful or hilarious to be true. So in this blog post, we thought it’d be fun to revisit those alleged blunders, and try to get to the bottom of the legends. Let’s play a little game of True or False, shall we?1) CoorsThe Story: This rocky mountain ice cold beer company decided to cool down their Spanish market. However, the translator for Coors must have been product testing that day and their slogan “Turn It Loose,” when translated, became “Suffer From Diarrhea.” Not really something I would elect to do on a Friday evening after work. True or False? FALSE.There are reports that Coors used the phrase suéltalo con Coors which translates, literally, to “let it go loose with Coors”; there are other reports that they used the phrase suéltate con Coors, which literally translates to “set yourself free with Coors.” However, according to David Wilton, author of Word Myths: Debunking Linguistic Urban Legends, Coors never actually ran an ad campaign featuring any of these slogans.2) Dairy AssociationThe Story: When expanding into Mexico, the Dairy Association’s hugely successful “Got Milk” campaign was not so well received. Translated, the slogan became “Are You Lactating?” I have a feeling that slogan didn’t resonate with as wide of an audience as the Dairy Association was hoping. True or False?FALSE.According to Jeff Manning, executive director of the California Milk Processor Board, this was discovered and resolved in the market research phase. Phew.3) ElectroluxThe Story: Getting a country’s official language correct is one thing, but don’t forget to research the colloquialisms of the culture, as well. Take this Scandinavian vacuum company as an example. They thought their slogan, “Nothing Sucks Like an Electrolux,” was very clever given the powerful suction of their Electrolux vacuum cleaner. However, when they launched in America, it wasn’t quite clear whether Electrolux was being promoted — or in fact dissed — by a competitor. True or False?TRUE.According to Wikipedia, in the 1960s Electrolux successfully marketed vacuums in the United Kingdom with this slogan. It was later used in the United States, but the informal U.S. meaning of the word was actually already known in the UK. So, this was a bit of a marketing gamble, in hopes the edgy slogan would help them gain some attention in their international expansion. 4) PepsiThe Story: Here’s a good Halloween marketing campaign from Pepsi — only it wasn’t a Halloween campaign, and was very offensive to the Chinese market they were trying to crack. Instead of promoting their famous slogan “Come alive with Pepsi generation,” they marketed themselves by accidently saying “Pepsi brings your ancestors back from the dead.” Pepsi packs a powerful punch, but probably not that powerful. True or False?UNCONFIRMED.Pepsi has neither confirmed nor denied this claim. Let’s move on to their competitor, then …5) Coca-ColaThe Story: One of the most famous blunders comes from the most widely known brand name in the world. When Coca-Cola was entering the Chinese market, the drink was pronounced “Ke-kou-ke-la” which, depending on dialect, meant “bite the wax tadpole” or “female horse stuffed with wax.” True or False?FALSE.According to myth-debunking-site, store owners making their own signs made the blunder because they used their own dialect and characters, which in other regions translated to bite the wax tadpole, etc. Coke actually researched 40,000 Chinese characters and found a close phonetic equivalent, “ko-kou-ko-le,” which can be loosely translated as “happiness in the mouth.” 6) ClairolThe Story: The German market was in for quite a shock when hair care company Clairol arrived on the scene with their “Mist Stick” curling iron. Why? “Mist” in German translates as “Manure.” Yikes. I know they say mud is good for the skin but I’m not sure anyone could sell manure for the hair. True or False?FALSE.It looks like this story has been mixed up with that of a Rolls Royce Silver Mist story. Clairol, you’re off the hook!7) Parker PensThe Story: Parker Pens had a fun time explaining themselves after bringing their product to Spain … and promptly ensuring people it wouldn’t get them pregnant. Their slogan (which leaves a lot to be desired in the first place) went from “It won’t leak in your pocket and embarrass you” to “It won’t leak in your pocket and make you pregnant.” I should certainly hope not. True or False?TRUE.Or at least according to the examples in the book Brand Failures.8) Powergen ItaliaThe Story: Even something as simple as a website address can go horribly wrong. Take Powergen Italia, for example. They’re an Italian company who was expanding into English-speaking countries, and decided to go with the most obvious website address — without thinking about how it would read for their English-speaking customers. Visit to learn more. Just kidding. They nixed that URL pretty promptly. True or False?TRUE.This is true according to several sources, including Ananova, although it’s important to understand that this blunder didn’t come from the Italian division of energy giant Powergen, but the marketing folks at Powergen Italia, an Italian maker of battery chargers. The website now switches you over to the more aptly named for English-speakers, GerberThe Story: Everybody knows the cute little Gerber baby that features on the front of all of their baby food products — so sweet! However, when they entered the African market they failed to research product packaging norms. Had they done that, they would have discovered that products mostly feature images of the contents inside the packaging. Therefore, a jar with a cute little baby on the front didn’t do so well. True or False?FALSE.According to, this is an urban legend — which was both surprising and frightening to some HubSpotters that had heard this story when they were taking university-level PR classes. Yikes.How some of these blunders got past the execs at these companies is unclear, but clearly it is possible to make catastrophic mistakes, even if you’re a global leader like many of these brands. Allow yourself some time to properly roll out your global expansion plans, pulling in cultural and language experts along the way.For more tips on setting yourself up for success, download the Marketer’s Guide to European Expansion. Although we can’t help with translation, we do cover essential topics like how to decide which markets will be a good fit, how to achieve a multilingual website, and SEO tips from expert Aleyda Solis.Image credits: Sarebear:), lonelycamera, Blixt A., eblaser, tcwmatt, Omer Wazir, Tavallai, AnxiousNut, thejbird Marketing Case Studies Don’t forget to share this post! 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The Essential Guide to Using Mobile Messaging Apps in Your Marketing

first_imgThis post originally appeared on Agency Post. To read more content like this, subscribe to Agency Post.Millennials. Generation Z. The two groups comprise the most coveted set of consumers. They are future clients and customers, and they will determine if a brand lasts or lags behind. But they are a confusing group — to brands (and their parents).Facebook, Twitter, Tumblr, Pinterest, and a multitude of other social networks don’t hold their attention for long: the amount that people are accessing social networking sites is falling. One possible reason for this decline is the rise of social messaging apps. Snapchat’s user base grew by 57% in the first three quarters of 2014, and Facebook Messenger grew by 50%. As Facebook and Twitter have become infitrated with brand messaging and users have become disillusioned with the idea that broadcast communication makes them feel more connected to friends and family, people have turned to one-to-one or one-to-few communication forms. These apps have traditionally been ad-free, but as the market matures, many founders are looking for ways to bring in revenue and increase the functionality and use of their app. They are looking to advertisers to fund this growth.  The Fall of TextingIn 2011, Pew Research reported that U.S. cell phone users send and receive 41.5 messages per day on average. When you drill down into specific age groups, those 18 to 24 years old send or receive 109.5 text messages per day. This data was released the same year that Apple announced its iOS 5 update, which bundled SMS and iMessage. They later gave iPhone users the ability to text using the internet.This prompted many U.S.-based carriers to offer unlimited texting, essentially giving the service away for free for power users. But that’s not the case in many countries, which is why messaging apps became popular in countries such as Mexico, China, and Japan before finding more mainstream recognition in the U.S. Consider this: WhatsApp, the most popular mobile messaging app, has an 8% penetration rate of mobile internet users in the U.S., while in South Africa, the share of mobile internet users who are active on WhatsApp is 78%. Hong Kong has a penetration rate of 71%, and India sits at 69%. Ernesto Piedras, director of a Mexico City-based telecommunications consulting firm, told Bloomberg Business that 90% of instant messaging is sent through WhatsApp in Mexico.These apps are widely adopted across the world and have a large and active user base.This should be compared with prediction on the SMS market. Its revenues and usage is expected to decline as mobile internet connectivity becomes the norm. Just recently, China’s Ministry of Industry and Information Technology released data on text messaging usage in the country. From January to May 2014, SMS messaging was down 18.4% from the previous time period in 2013. This is contrasted with mobile internet usage, which grew by 52%. The next frontier is here. And many of these apps have options for brands to get involved.The Mobile Messaging App LandscapeNew mobile and social messaging apps are released each month as companies try to capitalize on people’s phone addictions. Tinder (dating), Whisper (anonymous message sharing), and QuizUp (social gaming) are just a few of these specialized apps focused on changing the way we interact with other people through our mobile phones.The main contenders, though, are still focused on messaging — either through text or visuals. In February 2015, three of the top 10 free apps in the U.S. App Store were social messaging apps: Facebook Messenger, Snapchat, and WhatsApp. Another mobile messaging app, Kik, landed in the top 18 free apps.Most of these mobile messaging apps are similar in features (one-to-one messaging, group messaging, stickers, and calling), but each offers a different approach or unique features that point to how marketers may be able interact with users on the platform in the future.Here are seven leading social messaging apps for you to get to know.1) WhatsApp WhatsApp leads the social messaging apps, with 700 million active users as of December 2014. As a baseline, compare this to Instagram, which reached 300 million users that same month. The app made headlines when Facebook purchased it for $19 billion in 2014 — the app was only five years old. Before it’s acquisition, the company spent no money on advertising or marketing.WhatsApp is free for users for the first year; then, users pay $1 per year for the service. It was originally launched as an SMS alternative for those under restrictive messaging plans. It requires users to register with a telephone number, and it’s testing out a VoIP calling feature. It also recently introduced a web app.Features for Marketers:WhatsApp hasn’t introduced an advertising option for brands, and the founders have been adamant about the service remaining ad-free. The company’s line on advertising is cemented in its motto: No ads, no games, no gimmicks. However, the BBC used its Broadcast Lists feature to deliver news last year. The feature only allows for lists up to 250 people, and users must add the contact to their address book to receive messages.2) SnapChatThe ephemeral photo-sharing app has expanded in recent months to go beyond sharing disappearing photos. Within the app, you can record videos, draw on photos, and chat with friends.Features for Marketers:Brands can place “snaps” in a user’s recent updates feed and be included in its Stories feed. The app recently launched Discover, where publishers add daily editions of photos and videos that disappear within 24 hours. Reportedly, these publishers are working with brands that want to advertise in an edition or sponsor a channel.3) KikKik has 200 million registered users and differs from WhatsApp in that anyone can chat with anyone else by finding the person’s username. (The recipient of the message has to approve new contacts before seeing the person’s message.) Allowing a level of anonymity has attracted a younger demographic — 70% of its users are between age 13 and 25.Kik also has a built-in web browser so that people can share information from the web.Features for Marketers:Kik’s Promoted Chats feature allows users to opt-in to receive messages from specific brands, such as Seventeen Magazine and Funny or Die. Brands can create canned responses that are triggered by keywords the user sends as the feature is a one-to-one communication form. In addition, brands can created Cards, which are mobile sites optimized for Kik. 4) ViberFounded in Cyprus by an Israeli entrepreneur, Viber is another popular social messaging app with a large U.S.-based audience. The app was acquired by a Japanese ecommerce company for $900 million in early 2014.Viber allows for free calls to and from people using Viber, and you can use its ViberOut feature to make domestic and international calls.Features for Marketers:Viber launched Public Chats in late 2014, which allows people to follow the chats of celebrities, personalities, or a specific topic, such as its “Song of the Day” group. Users can also download sticker collections from brands. (Miller Lite recently added a Game Day collection.)5) TangoTango provides messaging and voice and video calls. You can also play games with other users, and it integrates with Spotify so users can share and listen to music.Features for Marketers:Tango has three advertising options for brands. Its chat list advertisement appears in the user’s list of open chats. The Newsfeed ad option places sponsored posts in the feed, similar to Facebook’s advertising option. There’s also an option for ads to appear in the user’s profile page. Tango uses Twitter’s mobile ad network MoPub to run native ads within the app.6) LineLine was founded in Japan in 2011 and has a large user base in that country. The app has 170 million monthly active users and 560 registered users.It offers one of the most robust feature sets of any messaging app: messaging, voice calls, a camera with filters, forums for topic-based chatting, and a timeline for sharing status updates. Users can customize the app with different themes and follow official accounts. Features for Marketers:Brands create animated stickers for users to download and themes to update the look of the app. Users can follow brands under the Official Accounts tab, and Line has an option for brands to send targeted advertising. The company recently launched The Line@ app, which integrates with the main app and allows businesses to communicate with Line users. 7) KakaoTalkThis social messaging app dominates the South Korean market and is used by many international Koreans to communicate with friends and family. KakaoTalk offers a desktop client for Mac and PC. The app offers free calls, multimedia messaging, a mobile shopping feature, a “places” feature for saving favorite locations and sharing them with friends, an event scheduler, and polling features.KakaoTalk had 145 million registered users as of April 2014.Features for Marketers:KakaoTalk integrates with an in-game advertising platform to deliver mobile ads, and it allow brands to create profiles on the social app in its Plus Friends feature. Like other apps in this list, brands can create and release emoticon packages for users to download.How Advertisers are Getting Into the Dark Social GameOne problem facing marketers looking to reach people through mobile messaging is the lack of analytics. There is little information on how people share content on these dark social platforms, and few large scale campaigns have been launched and analyzed for results. However, these platforms do provide read receipts and Snapchat gives advertisers information on views. When it comes to online advertising, it’s definitely a better metric than visibility. Snapchat and AudiHuge, a Brooklyn-based agency, partnered with Onion Labs to create a Snapchat campaign that would run during the 2014 Super Bowl. The brand’s approach included creating simple images with witty captions that keyed into things happening during the event. The carmaker’s Snapchat received 100,000 views during the Big Game. Kik and “The Giver”In late summer of 2014, The Weinstein Company promoted its young-adult targeted film “The Giver” on Kik. The campaign featured photos from the movie users could customize with stickers, a Kik-optimized card (basically a mobile website) with trivia, and the movie trailer. Line and “The Walking Dead” AMC is promoting the tenth anniversary of “The Walking Dead” on Line with a set of stickers fans can download. The show has an Official Account on the app, and once a user adds the brand, it has a direct line of communication with that person through the chat feature.The Rise of Messaging AppsThese apps are already challenging cellular carriers and the way they do business. And at least for now, they are attracting users with a small set of features. It would be an easy jump for many of these to expand their feature set and go head-to-head with larger social networks.These apps are still young. It’s uncharted territory for marketers, but as that brand’s agency, you need to be the first to understand how people are using these apps to interact and why this form of personal communication has become so popular. It’s no longer just about what people communicate; it’s about what tool they use to say it.  Social Media Advertisingcenter_img Topics: Originally published Mar 1, 2015 8:00:00 AM, updated July 28 2017 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more

14 Ways to Increase Your Clickthrough Rate on Twitter

first_imgAnd here’s an example of clear tweet copy: That’s a lot of metrics to follow. But in most cases, the most important outcome is a click on the link that you’ve posted.After all, link clicks account for 92% of all user interaction with tweets. Link clicks are the low-hanging fruit of Twitter, and they’re your strongest chance of gaining views and shares for your content.And I’m guessing you want more traffic and attention to your blog or the articles you share, right? When people click a link in a tweet, there tends to be a chain reaction: The more people clicking on your article via Twitter, the more exposure it gets. When more people read your article, more people are likely to share your article. Your social signals will likely rise, which improves your SEO. More activity on your site will also increase user engagement metrics. With all the extra traffic, you’ll also gain more conversions, more sales, and more revenue.Wow — all by improving the clickthrough rate (CTR) of your tweet? That’s right. My goal here is to show you how to increase the number of link clicks on your tweets.The Challenge: It Takes Work to Get Clicks on TwitterData shows the average Twitter CTR is 1.64%. According to SignUpTo, the more followers you have, the fewer clicks you’re getting on your tweets:Users with 50 – 1,000 followers had a 6.16% CTR.Users with 1,000 – 5,000 followers had a 1.45% CTR.Users with 5,000 – 10,000 followers had a 0.55% CTR.Users with 10,000+ followers had a 0.45% CTR.Plus, Twitter is a crowded place. With 271 million monthly active users and 500 million tweets sent out each day, you have a lot of competition to deal with. But Twitter is an important platform for driving traffing to your website, generating leads, and getting in touch with customers and prospects. And you can always do more to increase your engagement rate on Twitter. Challenges or none, there are ways to craft a tweet that compels more users to click through. Here are 14 ways to do it.14 Ways to Increase Clickthrough Rate on Twitter1) Use clear language.Remember, your followers are likely scrolling through their feeds and scanning tweets very quickly. To catch their attention, be as clear as possible by choosing simple, easily scannable language.HubSpot did a study where they compared CTRs from two different tweet types: those with clear, to-the-point copy and those with more ambiguous copy. They found that “clearly stated offers received 18% more clicks and 29.8% more retweets than the tweets with a more ambiguous copy.”Here’s an example they used of ambiguous tweet copy: Get a sneak peek backstage on how @HubSpot does inbound marketing:— HubSpot (@HubSpot) July 14, 2014 Free Kit: The Marketer’s Crash Course in Visual Content Creation— HubSpot (@HubSpot) July 18, 2014 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack The clearer you can be, the more likely you are to get clickthroughs to your URL. Sometimes, that means simply tweeting the title of the article or offer you’re linking to. Which brings me to my next point …2) Use the article title or headline.Good copywriters know that writing headlines is one of the most important steps to writing an article. Headlines are what make people click. So why wouldn’t you use the copy from a great headline when tweeting out article?One Twitter researcher was able to gain an 18% clickthrough rate simply by using compelling headlines. Hubspot’s research showed that their average tweet copy got an average of 98 clicks, while headline-based tweets got an average of 110 clicks.Twitter is a sales and advertising platform, and headlines really do matter — and they’re a great place to borrow copy for your tweets. In studies that I’ve conducted, a single headline word change produced a 46% improvement in clickthroughs. Advertising wizard David Ogilvy was so enamored of the importance of headlines that he wrote this: “Unless your headline sells your product, you have wasted 90 percent of your money.”As it turns out, the fundamental rule of clickable tweets is the same as the rule of clickable headlines. The headlines have to sizzle. Headlines with higher clickthrough rates tend to …Be short. You only have 140 characters, so you can’t afford a long title. Outbrain discovered that eight-word titles had a 21% higher CTR than the average title. Social Media Scientist Dan Zarrella analyzed 200,000 tweets with links and found that the 120-130-character range was the sweet spot for high CTR.Ask a question. Why does this work? Questions prompt curiosity, which leads to people wanting to satisfy that curiosity (source).Use exclamation points. Data shows that three exclamation points will improve the CTR more than twice as much as any other form of punctuation (source).Use at least one superlative. Superlatives are words like “best,” “most,” “smartest.” Headlines with one superlative outperformed all other variations of superlatives (or none at all).Use a fun tone. Titles that are lighthearted and humorous have a higher CTR than their serious counterparts (source).Not be in all caps. The online equivalent of shouting is a turnoff; 64% of readers prefer sentence case.Include a number. Headlines that include numbers have a 15% higher CTR than those that don’t. Use an odd number if you can, as headlines that contain odd numbers have a 20% higher CTR than those containing even numbers.Be a two-sided title with a colon or hyphen. For example, “SEO: 7 Reasons Why It Still Matters” or “8 Ways to More Money — Warren Buffett’s Secrets.” Titles that have two parts like these ones have a 9% higher CTR than those with one part.3) Use verbs.Humans find verbs much more cognitively interesting than nouns. In fact, studies show that simply seeing or listening to a verb can signal the body’s motor system. It’s no surprise, then, that using more verbs in your tweets is can be a powerful way to increase clickthrough rate.Zarrella found in his analysis that tweets that included more verbs and adverbs, rather than nouns and adjectives, received far higher CTR rates. 4) Post fewer statistics.Statistics are awesome, but if you’re looking to improve clickthrough rate for your tweets, it might be better for you to choose something else to pull from the content you’re linking to. HubSpot found that their tweets with statistics had 32% fewer clicks per tweet than non-stat-based tweets. But you’ll want to experiment to see what your audience responds to.5) Tweet on the weekend.This will depend on your audience, so you should do some experimentation. But Zarrella found from his analysis of hundreds of thousands of tweets that CTRs were highest on Thursday, Saturday, and Sunday.6) Tweet in the afternoon.The timing of your tweets on a given day makes a difference, too. Zarrella found that tweets posted at 2:00 P.M. have the highest CTR. (Remember to experiment to see when your target audience is most interactive, though, and to post at that time.)7) Use images. If you use images in your tweet, you will receive higher clickthrough rates — as much as 18%.Image Credit: HubSpot8) Space out your tweets.If you’re tweeting in spurts, your followers might think you’re spamming them. Instead of tweeting all at once, space out your tweets. Tweets that are spaced appropriately get higher CTRs, according to Zarrella’s research. Buffer recommends putting a space of 30 minutes before and after the tweets for which you want high engagement.(Pro tip: Scheduling your tweets ahead of time will make your life a lot easier. Here’s a social media publishing template if you don’t have one already.)9) Use hashtags. Hashtags are a great way to improve your online presence. Above all, using hashtags will help you get more engagement and visibility. More specifically, you’ll get more clicks on your tweets.But don’t overdo it by adding too many hashtags to your post. Buddy Media found that tweets with hashtags get double the engagement metrics that no hashtags get — but tweets with one or two hashtags have a 21% higher engagement than tweets with three or more. (For more guidance on hashtag etiquette, check out this blog post.)Image credit: Buffer10) Ask for action.The call to action (CTA) is an indispensable part of all marketing. The same holds true for clickable tweets. What kind of action do you want your followers to take? Ask them to do something on the page where you’re directing them. Here are some examples:Grab your 15% coupon before time runs out!! up now to hear about our mind-blowing new product.’s free! Download your copy today. example/downloadnowEach of these sample tweets has a clear text CTA followed by a link. This structure makes it very obvious that you want the user to then click on that link.11) Don’t necessarily place the link at the end of the tweet.Zarrella’s analysis of 200,000 link-containing tweets concluded that putting the link approximately 25% of the way through would achieve the highest CTR.12) Talk about Twitter.Twitter users want to hear more about Twitter. They’re already using the platform — it naturally follows that they will be interested in tweets that have to do with that platform.HubSpot found that their tweets that included links to blog posts and offers about Twitter and other social media topics received 22.5% more clicks on average than the average clicks for a tweet during a set period of time.How can you talk about Twitter if your subject has nothing to do with Twitter? Try one of these:Hey Twitter users….Best thing on Twitter all day…You needed this in your Twitter feed…Twitter is raving about…13) Talk about and link to infographics.Infographics are a hugely popular topic on Twitter. A lot of people search for infographics on Twitter, so simply using the word “infographic” will bring more visibility to your tweets.Not only can infographics double your blog traffic, but they can multiply your clickthroughs on Twitter.  In one study, infographics received 832% more retweets than articles and 746% more clickthroughs.Image Credit: Adweek14) Make sure your links work.Nothing is worse than posting a perfectly optimized tweet with a busted link. The most common form of link errors is not having a space before the link. So check, double-check and triple-check that you’ve added a space between your tweet copy and the link.By following these guidelines, you can be confident that you’re doing exactly what you should do to get the most clicks out of your tweets. Now, for your homework: Pick up a link to share, head over to Twitter, and create a clickable tweet!What techniques do you use to create clickable tweets? Share with us in the comments below! Originally published Mar 19, 2015 8:00:00 AM, updated August 25 2017 Topics: Social Media Engagement Tweeting is easy. You can type up anything in three seconds and press “tweet.” But sending a clickable tweet — that, my friend, is a science.Thankfully, making your tweets clickable doesn’t “just happen” based on the whim of the Twitter gods. It happens when you intentionally apply a certain set of principles.In this post, we’ll talk about how to put the science of Twitter to work for you so more people click on your tweets.Click here to access a free Twitter for Businesses kit.Defining a “Click” on a TweetBefore we dive in here, what does it mean for a person to “click on your tweet”? Think about it: There are nine different ways a user can click your tweet. They can …Retweet your tweetFavorite your tweetClick your hashtagsClick your @-mentionsClick your linkClick your pictureClick the white space to expand the tweetClick your Twitter handle to view your profileClick the “Follow” button to follow youlast_img read more