Experts from around the countryThis year’s conference includes 55 educational sessions on a wide range of building science topics, including:A presentation by Iain Walker of monitoring data from 10 deep-energy retrofit projects in California.A presentation by Michael Keesee of monitoring data and lessons learned from 6 deep-energy retrofit projects in California.A presentation by John Proctor on why air conditioners for hot, dry climates need to be designed differently from air conditioners in hot, wet climates.A presentation by Robb Aldrich and Carl Shapiro on burying attic ductwork beneath fluffy insulation in hot, humid climates. (Hint: To avoid condensation problems, you first have to encapsulate the R-6 flex ducts with 1.5 in. of closed-cell spray polyurethane foam.)A presentation by Patrick Huelman on solving ice dam problems and improving a home’s thermal performance by installing one or more layers of exterior rigid foam insulation.Another presentation by Patrick Huelman on interior and exterior basement insulation strategies. It’s not too late to registerFor more information, visit the EEBA website. The cost to register for the three-day conference is $550. If you’re interested in attending one of the best conferences in the country, don’t miss this year’s conference of the Energy and Environmental Building Alliance (EEBA).Founded in 1982, EEBA has consistently promoted superinsulation and energy-efficient residential construction techniques for the last 30 years. The three-day conference is being held in Scottsdale, Arizona on September 25 through 27.
Rockets win 10th straight, top Kings John Lloyd Cruz a dashing guest at Vhong Navarro’s wedding MOST READ Globe Business launches leading cloud-enabled and hardware-agnostic conferencing platform in PH CJ McCollum added 29 points for the Blazers (32-26), who go into the All-Star break six games over .500.“Going into the break, how tight the standings are in the West, needing to come up with a big win, and we came up with it. So it’s probably our best performance, if not the best then definitely top two or top three,” said Lillard, who has scored 133 points in the last three games, the highest point total for that span in franchise history.FEATURED STORIESSPORTSWATCH: Drones light up sky in final leg of SEA Games torch runSPORTSLillard, Anthony lead Blazers over ThunderSPORTSMalditas save PH from shutoutLillard is also the first player in the league this season with at least 39 points in three straight games.Portland spoiled Durant’s fifth career 50-point game and first this season. He added seven rebounds and six assists, but despite his efforts Golden State had its three-game winning streak snapped and fell a half-game behind Houston for the league’s best record. Durant said the Warriors need to have more of a sense of urgency.“Teams get up to play us. They want to beat us, and they give us their best,” Durant said. “Some guys are going to have great nights against us. They did tonight.”Portland had lost four of its last six, including a 115-96 loss to the surging Utah Jazz on Sunday night.Blazers center Jusuf Nurkic left that game and was listed as questionable against the Warriors with low back soreness, a right calf strain, and right oblique pain. But he started and finished with 17 points and 13 rebounds.Golden State’s Draymond Green was also questionable with a sprained left index finger, but he also started and had 16 points and 12 rebounds.Portland jumped out to a 19-8 lead after Lillard hit a pair of 3-pointers and McCollum added another. Lillard’s layup extended the Blazers’ lead to 38-18.Lillard finished the first quarter with 18 points. Portland led 63-51 at the half.Durant made a 3-pointer and a free throw to narrow the score to 74-73 in the third quarter, his second four-point play of the game. It was as close as the Warriors could get in the quarter and Portland led 92-87 going into the final period. Durant had 18 points in the third quarter alone.The Blazers were 10 games below .500 at the All-Star break last season. Portland is in sixth place in the Western Conference, a half-game up on the Nuggets and Pelicans.“Like I said, it’s a tight race. There’s a lot of teams in the mix and you get to the point of the season where teams are fatigued physically and mentally,” Lillard said. “To be a leader of a team you’ve got to be willing to lead the charge, and not just by saying it, it has to be your actions.”TIP-INS Read Next NEXT BLOCK ASIA 2.0 introduces GURUS AWARDS to recognize and reward industry influencers LATEST STORIES Brace for potentially devastating typhoon approaching PH – NDRRMC Don’t miss out on the latest news and information. Warriors: Warriors coach Steve Kerr was asked before the game if he’s still feeling mentally fried. “No, I’m going to Hawaii tomorrow,” he said. … It was Golden State’s first game on Valentine’s Day since 2007. They had won five straight on the holiday. … Durant on the 50 points: “I took the same shots tonight as I always take. I just happened to get more of them up.”Trail Blazers: Lillard was presented with his All-Star jersey before the game. It will be Lillard’s third All-Star Game. … Former Blazer Bill Walton was part of the television broadcasting team, but during a few timeouts he joined the stunt team in tossing T-shirts to the crowd.SPEAKINGKerr spoke before the game about Wednesday’s school shooting in Florida.“Nothing has been done. It doesn’t seem to matter to our government that children are being shot to death day after day in schools. It doesn’t matter that people are being shot at a concert, movie theater. It’s not enough apparently to move our leadership, our government, the people who are running this country, to actually do anything. That’s demoralizing. But we can do something about it: We can vote people in who actually have the courage to protect people’s lives and not just bow down to the NRA because they financed their campaign for them. Hopefully we’ll find enough people, first of all, to vote good people in, but hopefully we can find enough people with courage to actually help our citizens remain safe and focus on the real safety issues, not building some stupid wall for billions of dollars that has nothing to do with our safety, but actually protecting us from what truly is dangerous, which is maniacs with semi-automatic weapons just slaughtering our children. It’s disgusting.”UP NEXT:Warriors: Host the Los Angeles Clippers on Feb. 22.Trail Blazers: Visit Utah on Feb. 23. View comments Slow and steady hope for near-extinct Bangladesh tortoises Trending Articles PLAY LIST 00:50Trending Articles03:12Kevin Durant out with Achilles injury; to undergo MRI on Tuesday00:59Sports venues to be ready in time for SEA Games01:29Police 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 Games01:44Philippines marks anniversary of massacre with calls for justice01:19Fire erupts in Barangay Tatalon in Quezon City Typhoon Kammuri accelerates, gains strength en route to PH AFP official booed out of forum The Blazers led by as many as 20 points in the first half but Stephen Curry’s 3-pointer tied it at 99 with 7:10 left.The Warriors couldn’t get ahead and Lillard’s 3-pointer put Portland up 109-101 with 5:05 to play.Durant’s 3-pointer closed Golden State to 114-111 but McCollum got a 3 for the Blazers on the other end with 2:15 left. Durant’s reverse layup and a pair of free throws cut the margin to 117-115 before Evan Turner’s free throws padded the lead for Portland.The teams traded free throws before Durant nailed a 3-pointer — but the officials said he stepped out of bounds. After review the call was confirmed and the Warriors (44-14) couldn’t catch up.“It was obviously kind of a signature win for us this year so far,” Blazers coach Terry Stotts said. “We knew we were going to have to score points to have a chance to beat them and we made a lot of good plays. Dame was terrific from the start.”ADVERTISEMENT 2 ‘newbie’ drug pushers fall in Lucena sting Portland Trail Blazers guard Damian Lillard clenches his fist after scoring against the Golden State Warriors during the first half of an NBA basketball game in Portland, Ore., Wednesday, Feb. 14, 2018. (AP Photo/Steve Dipaola)PORTLAND, Ore. — Damian Lillard said it may have been Portland’s best win of the season.Lillard had 44 points and eight assists, and the Trail Blazers overcame Kevin Durant’s 50 points to snap a seven-game losing streak to the Golden State Warriors with a 123-117 victory on Wednesday night.ADVERTISEMENT
MANILA, Philippines—University of the East may have finished the UAAP Season 81 women’s volleyball tournament on a sour note, but there were two players who made their mark for the season.ADVERTISEMENT Two-day strike in Bicol fails to cripple transport Kath Arado and Lai Bendong distinguished themselves from the rest of the field as they took home the Best Libero and Setter trophies Wednesday.The Lady Warriors finished the season at the no.7 spot with a 3-11 record but the team’s overall performance did not diminish the duo’s worth, but it did create a little surprise for the both of them.FEATURED STORIESSPORTSPrivate companies step in to help SEA Games hostingSPORTSPalace wants Cayetano’s PHISGOC Foundation probed over corruption chargesSPORTSSingapore latest to raise issue on SEA Games food, logistics“I was really surprised when I knew it at first but it’s amazing that I got this blessing,” said Arado in Filipino. “We expected that the winners would come from the Final Four teams and when we entered our final year all our focus was on the team and not on the individual awards.”Arado was the undisputed leader in her position, taking the top spots in both the Best Diggers and Best Receivers tables. UE’s defensive stalwart averaged 6.94 excellent digs per set and had an efficiency rating of 60.82 percent in reception.Arado’s closest competitor in terms of digging was Adamson University’s Tang Ponce who averaged 6.87 excellent digs per frame while National University’s Jennifer Nierva was the second in receptions with an efficiency rating of 50.62%.Bendong, on the other side of things, averaged 6.81 excellent sets per frame for the Lady Warriors with the Lady Eagles’ Deanna Wong coming in second with 6.29 excellent sets per frame.“Kath and I never thought of the individual awards because the team standings were more important for us but this is still a blessing for us,” said Bendong.ADVERTISEMENT Duterte wants probe of SEA Games mess ‘Rebel attack’ no cause for concern-PNP, AFP LATEST STORIES The pair may not have lifted UE’s fortunes, which were dark throughout their whole five-year stay with accumulated 63 record, they were still happy to leave behind their reputation as two of best players this season.“We’re happy we’re going to leave UE that even though we weren’t able to improve our team standings we were able to give inspiration to the younger players that their big sisters worked hard for these awards,” said Bendong.Sports Related Videospowered by AdSparcRead Next DA eyes importing ‘galunggong’ anew MOST READ Bucks seeking 2-0 lead over Raptors in East finals Don’t miss out on the latest news and information. Private companies step in to help SEA Games hosting Catholic schools seek legislated pay hike, too Ethel Booba twits Mocha over 2 toilets in one cubicle at SEA Games venue View comments PH underwater hockey team aims to make waves in SEA Games PLAY LIST 02:42PH underwater hockey team aims to make waves in SEA Games01:44Philippines marks anniversary of massacre with calls for justice01:19Fire erupts in Barangay Tatalon in Quezon City01:07Trump talks impeachment while meeting NCAA athletes02:49World-class track facilities installed at NCC for SEA Games02:11Trump awards medals to Jon Voight, Alison Krauss Cayetano: Senate, Drilon to be blamed for SEA Games mess
Stuff like ‘engage in the conversation’ or ‘hug your followers.’ It’s good sounding advice, and hard to disagree with. He says, “I am not going to tell you to punch your customers in the face. The problem is that it’s not based on anything more substantial than what ‘feels right’ typically”. Dan likes to get beyond the unicorns and rainbows, into the real data, the real social media scientist, Dan Zarrella visited Harvard this week and shared some of his research about Originally published Jan 28, 2011 3:30:00 PM, updated October 20 2016 HubSpot on as it applies to marketing. Dan attends many events where people share social media advice and most of it is what he calls ‘unicorns and rainbows.’ Vimeo the science of social media Check out the video below for Dan’s full presentation at Harvard. What do you think about the data he presents? 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: . about why people behave the way they do online and how marketers can leverage that behavior. from HubSpot’s The Science of Social Media Social Media Video science of social media
The England cricket team had a big reason to celebrate even after losing the first T20I against India as the national football team reached the quarter-finals of the FIFA World Cup 2018 in Russia on Wednesday.England’s football team created history in Moscow as they won their first-ever penalty shootout in a World Cup knockout match to keep their campaign alive and reach the last 8 of the competition after beating Colombia 4-3 on penalties.The match had finished 1-1 in regulation plus extra-time after captain Harry Kane converted a penalty to put England ahead in the 57th penalty but Colombia drew level in stoppage time after Yerry Mina headed in the equaliser in the 93rd minute.World Cup 2018: England overcome Colombia via penalty shootout, in last 8England goalkeeper Jordan Pickford then rose to the occasion after the 30 minutes of extra-time failed to separate the two sides.Pickford saved Carlos Bacca’s penalty to become the first English goalkeeper to stop a spot-kick in a World Cup shootout since David Seaman in 1998 while Mateus Uribe hit the crossbar on his effort to see Colombia crash out of the tournament.Colombia vs England: HIGHLIGHTSBack home in England, Eoin Morgan’s cricket team was watching the action unfold in Moscow after the completion of the first T20I against India in Manchester.KL Rahul, Kuldeep Yadav script India’s demolition over England in 1st T20IAs soon as Eric Dier converted England’s penultimate penalty to ensure victory for his side, the cricket team erupted in joy and started singing ‘It’s coming home’ referring to the World Cup trophy which they had lifted back in 1966 after beating West Germany in the final.advertisementHarry Kane’s England break World Cup penalty jinx: Stats and factsThe England and Wales Cricket Board even posted a video of the celebrations to mark the occasion.Unlike the football team, Morgan’s boys couldn’t deliver the same result on the cricket field as India demolished the hosts by 8 wickets in the first match of the three-T20I series in Manchester.FIFA World Cup 2018: Who plays who in the quarter-finalsEngland posted 159 for 8 after being put into bat with Jos Buttler scoring 69 runs. Chinaman Kuldeep Yadav wrecked havoc in England’s camp with figures of 5/24 from his four overs.#TeamIndia wins the first T20I against England by 8 wickets.#ENGvIND pic.twitter.com/HOKRLviiB2BCCI (@BCCI) July 3, 2018Chasing 160, India lost opener Shikhar Dhawan to David Willey in the first over of the innings but then KL Rahul came in and smashed the bowlers all around the park.Rahul remained unbeaten on 101 and added 123 runs for the second wicket with Rohit Sharma (32) to help India overhaul the target in 18.3 overs.The next T20I between the two teams will be played in Cardiff on July 6, a day before England take on Sweden in the World Cup 2018 quarter-finals in Samara on July 7.
Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack MarketingSherpa reports that 60% of marketers have fewer than 10 landing pages on their website. But the more landing pages you have, the more opportunities you have to generate leads. So what gives?Well, before you generate leads, before you create a landing page, before you even craft your call-to-action, you need something to offer your leads. You know, something worth redeeming in exchange for their contact information. The problem is, creating content takes time, which might be why so few marketers are utilizing landing pages to their fullest extent.So what’s a time-crunched marketer to do? The time for excuses is over, because there are ways to create valuable marketing offer content quickly; it just takes a little out-of-the box thinking. Use these shortcuts to create new offer content, quickly build a new landing page (following these landing page best practices, of course), and start generating more qualified leads for your business!Blog BundleIf you’re a dedicated inbound marketer, you’re probably blogging on a regular basis and have built up a great arsenal of short-form content. And while each new blog post you publish continues to work for you in search engines, eventually they get buried with all the new content you publish. A blog bundle — a compilation of your best blog posts around a given topic — is a great way to resurface your best blog content and simultaneously create a new lead-gen offer.Select a theme around which to structure the blog bundle, preferably around a topic that aligns with leads that convert at a high rate. HubSpot, for example, might not (depending on our analytics, of course) want to choose “inbound marketing” as a topic for a blog bundle; not only is it far too broad to be helpful, but perhaps leads that download content about inbound marketing as a general concept don’t close at a very high rate. But let’s say leads that find HubSpot via search terms related to SEO and download content about SEO convert at an extremely high rate — that’d be an excellent topic to select for a blog bundle offer!If you use tags on your blog to categorize content, simply search the tags to pull up all of your content related to the topic you select. Alternatively, you can perform a site search by typing site:www.insertblogURL.com “insert search term” into Google to resurface the content. Choose only your best blog content, and try to select a mix of blog posts that cover all angles of your subject.Data CompilationIt sounds sacrilegious, but there are inbound marketers out there that would rather kick a puppy than create a piece of content. That puts them in quite a pickle when tasked with creating offer content. But research and data — especially when it’s original — is a content goldmine that makes for a fantastic offer with very little writing required.Do you perform your own research about your industry that you could share with leads? Do your partners or affiliates? Alternatively, do you stay up-to-date on third-party research that would interest your audience, like analyst reports? Combine all of this interesting research and data into a lead gen offer (just make sure you have the permission to first). For an example of offer content centered around data, check out our 100 Awesome Marketing Stats, Charts, and Graphs, or our annual State of Inbound Marketing in 2012 Report.Presentation SlidesSo you just gave an awesome presentation to your boss, colleagues, clients, or even at a speaking gig. Don’t let those slides go to waste. Turn your .ppt into an offer for those who couldn’t attend the live presentation, or who would benefit from consuming the content in your presentation. All you have to do is edit your slides slightly to be applicable to a wider audience!For example, your presentation may have proprietary internal data, or perhaps you customized it with your client’s logo — audit your presentation for these details so the content appeals to a general audience. Then go through each slide and ask yourself whether the content of the slide is self explanatory. If you made heavy use of the “Notes” section or explained many concepts verbally, edit the slides to include that extra information that those who didn’t hear your presentation live would need to get value from the slides.Rework Existing Offers for PersonasInstead of starting from scratch, why not make the offer content you already have more targeted by better aligning it with your buyer personas? This will not only help you generate new leads, but also drive more reconversions in your lead nurturing — in fact, Aberdeen Group found a 10% improvement in conversion rates for more personalized lead nurturing emails.Identify the best offer content you have, ideally one in each stage of the sales cycle — awareness, evaluation, and purchase. You’ll be able to identify which offer content is best by visiting your marketing analytics, and selecting those with the best conversion rates. Content from the awareness stage should have a high visitor-to-lead conversion rate; content from the evaluation stage should have a high rate of reconversion; and content from the purchase stage should have a high lead-to-customer conversion rate.Once you’ve identified the best offers, you can simply update the language and layout to cater to each persona’s interests and needs. For example, you might change an offer targeted at a C-suite executive to be shorter, use a more professional tone, and provide less tactical and more strategic advice. On the other hand, the same offer targeted at a mid-level manager might go into more detail, use less industry jargon, and focus on the nitty gritty tactics of your solution.You can learn more about how to adjust the content of your existing offers in our blog post that breaks down how to tailor lead nurturing content to different buyer personas.Update Out-of-Date OffersJust as you can update existing content to be better targeted, your old offers should be updated and relaunched, positioned as a more current piece of content. Even your most evergreen content will likely need to be polished up as data and statistics become out of date and new advancements are made in your industry that would be useful to add to the content.At HubSpot, for example, we make a regular practice of updating ebooks. Take our ebook, 15 Business Blogging Mistakes & Easy Fixes. There weren’t originally 15 mistakes in that ebook; there were only 13. But over time, it became clear the content could be more comprehensive, so we added in two more problems and solutions. Then, we gave the graphics a much needed facelift (optional), and relaunched the offer by writing new blog posts about blogging (how meta) and using the ebook in our lead nurturing emails.Record an InterviewValuable content comes in forms other than the written word, so here’s another idea for those inbound marketers who don’t fancy writing. Record an interview, either on video or, if you’re camera shy, just audio. HubSpot did this on, ironically, the subject of whether content should live behind a form in HubSpot Debate: Should You Put Your Content Behind Forms? In the video, CMO Mike Volpe and Marketer-in-Residence David Meerman Scott discuss whether it’s better for content to be form-free; the discussion lasted about a half an hour, but yours certainly doesn’t have to. Simply take 10 or 15 minutes to tackle an interesting topic with a co-worker or industry expert, record the discussion, and create a landing page that summarizes the points that will be covered in the recording!FAQ-Driven EbookCan’t find a chunk of time long enough to devote to ebook writing? Or is the prospect of doing a deep dive into one topic too overwhelming? Take the FAQ approach to your next piece of long-form content. The FAQ approach is a common one I take when writing blog posts — after speaking with co-workers in departments like Sales, Support, and Consulting, I aggregate questions that leads and customers commonly ask and note them for future blog topics.You can do this for an ebook, too! Ask employees who are on the front lines with leads and customers every day to jot down common questions they receive and send them your way so you can progressively write your ebook; alternatively, ask them to write down their answers to the questions, leveraging the power of the team to create your next piece of offer content. Soon, you’ll have “[Your Company]’s Answers to [Your Industry]’s Burning Questions.” Okay, maybe I’ll leave the title brainstorming to you.Turn How-To Content Into ChecklistsMany marketers get hung up on length when creating offer content, but length is never an indicator of quality or usefulness. In fact, it’s important to create content in different formats, since not everyone consumes content in the same way. So take your how-to, action-oriented content, and turn it into a downloadable checklist.Let’s take HubSpot’s blog post, “9 Questions you MUST Ask Before Hiring a Freelance Blogger,” for example. The post goes into lots of detail about why it’s important to ask each question and how each interviewee’s answer should be structured. But once a reader understands these concepts, they really just need a reminder of what those 9 questions are. After all, they’re not going to remember all 9 questions every time they go into an interview. Repurposing this content in a checklist format with a call-to-action that says, “Download Your Business Blogger Interview Guide” is a perfect way to repurpose this how-to content in a way that’s quick for you, and helpful, bookmarkable content for your reader.Create TemplatesJust as checklists help your leads perform recurring tasks with more ease, there may be templates you can create for your leads in Excel, Word, Photoshop, etc. that would help them do something easier or better. For example, a tax accountant might prepare a spreadsheet with formulas that helps calculate common deductions. Or maybe an event coordinator could create templates of room layouts for the city’s most popular event spaces. HubSpot’s CMO Mike Volpe created a template for marketers to complete their leads waterfall graph, which can be found in our blog post that explains it in more detail. Ask yourself what problems your leads and customers encounter, and whether there are templates you can quickly create and offer for download to make that job easier.Ask the ExpertsYou may not have all the answers, but perhaps you have trusted colleagues, industry contacts, or even followers and fans on your social media accounts who do. Select a controversial topic or difficult problem many in your industry face, and ask your network for their take on the issue. Then bundle their responses and advice into one piece of content — it can be visual like our 54 Pearls of Marketing Wisdom, or if you’re not comfortable with graphic design, written and nicely formatted like a whitepaper or ebook.Turn a Live Presentation Into a Webinar OfferNext time you host a live presentation or webinar, be sure to record it so you can leverage the offer well after the live audience disperses. This is some seriously low-hanging fruit content that should be turned into a lead generating offer. We record all of our public presentations so they can be used as offers at a later date. Remember, not everyone can attend these sessions live, but it doesn’t mean they’re not interested in the content.And if your webinar didn’t go as well live as it did during rehearsal, no worries. You can always set aside an hour to re-record the presentation that you turn into the offer — you know, without the live audience and technical difficulties.Create Co-Branded ContentIf you’re short on time, why not divide up the responsibility of creating offer content with someone in your industry who is looking to get exposure to your audience? For example, our ebook, How to Generate Leads Using LinkedIn was co-written by HubSpot’s Anum Hussain and Jamie Turner, founder of 60-Second Marketer. This approach works well for other content formats, too, particularly webinars. Partner up to host a webinar with someone in your industry whose audience you’d like exposure to. You can use the recording to generate leads on your own site, and include a call-to-action at the end of the webinar to encourage action from the new audience to whom you’re speaking.There’s Always OutsourcingIf you can’t find the time or inclination to create offer content, you can always outsource content creation. You can build all the calls-to-action and landing pages in the world, but without valuable content to make redemption worthwhile, your lead generation will quickly dry up. Leverage these shortcuts for creating lead generation content, or if time is really your most precious resource, get in touch with a qualified freelance writer to keep your content creation going.What tricks and shortcuts do you use to create valuable offer content in a time crunch?Image credit: Andres Rueda Lead Generation Originally published Mar 21, 2012 9:00:00 AM, updated October 20 2016 Topics:
Topics: Originally published Jul 5, 2012 2:00:00 PM, updated February 01 2017 We all love watching videos online. From an animal doing something adorable to a how-to segment on cooking a meal, people are constantly watching and sharing them with friends. In fact, over 4 billion videos are viewed daily on YouTube, and over 60 hours of video are watched per minute. Chances are, your potential customers are among those 4 billion watching videos today.Which is why your boss asks you to make a video. Oh, and can you make it go viral, too? First of all, what a frustrating question; virality can never, ever be guaranteed. But there are some common qualities to many of the viral videos out there that we’ve started to notice. And those qualities can be replicated to increase the chance that your video might join the ranks of the other viral successes out there. Read through the tips in this blog post to learn how to create a high quality video, as told through the stories of other online video successes out there — and who knows, it may just result in your own viral video!Keep it ShortAccording to the New York Times, 44% of people lost interest in a video after 60 seconds. So it looks like shorter videos are more likely to keep people’s attention, which means increased social sharing for your video. For an example of a short but effective video, take a look at this video of an owner teasing a dog about food, which received 25 million views in the first five days, and currently has over 110 million views to date.The video is under 90 seconds long, and has the entertainment factor of a talking dog. Come on, who doesn’t love dogs? It’s also perfect to share with friends, because the point of the video is obvious in the first few seconds, so it doesn’t require explanation or context. Keep your videos similarly short and to-the-point, and you’ll see those video views creep up.Demonstrate a Strong, Consistent Brand PersonaYour goal is to get people to immediately think of you when they see the person or object portrayed in the video, so your video needs to clearly demonstrate your brand to viewers. To do this, first create a clear picture of what you people think about your brand — and what you want them to think. If you sell men’s clothing, but people are actually buying your apparel because of the lifestyle it promotes, creating a video about high quality clothing will not do as well as a video about the awesome lifestyle that men who wear your brand have.Take a look at the Old Spice “The Man Your Man Could Smell Like” campaign, for example. With Isaiah Mustafa, it made a very strong connection between Old Spice products and the manly persona men want to be like, and that women want in a man. And they did it in all of their videos. He always remained in character, and was such a strong parallel to the brand that it actually become humorous — never a bad thing for video virality! It resulted in over 290 million channel views to date, and over 35 million views within the first 7 days of launch.The Old Spice campaign was entertaining, but still portrayed the characteristics men want to be, and women want in men — what Old Spice wanted to be associated with. Create a persona that can be easily identified with your brand, then find a way to embody like Old Spice did — through mascots, tag lines, copy, everything!Is That Real?Creating a video that makes people ask, “Is that real?” is a great way to increase a video’s social shares — if people see something unbelievable, you can be they’ll be sharing it to get others’ two cents. The eHarmony “cat lady” is a perfect example of this, plus it brought brand awareness to eHarmony in a humorous way. This video, created by a comedian, was so outrageous and unbelievable that people wanted to show it to their friends; it received over 2 million views the first day, and now has more than 22 million views.Why did this gem go viral? The video was so crazy people had to share it with their friends and debate the validity behind it. The lesson here is that crazy content — that can still relate to your brand, of course — is a one way ticket to online video success. So think to yourself: Is there anything in my industry I could parody that millions can relate to?Hilarious ContentWe’ve mentioned it a couple times already, but if you make people laugh with your video, it’s far more likely it will get shared socially. Just remember to create content that’s not only funny to you, but entertaining for your customers as well. The talking babies video, for example, went viral in 2011 with 20 million views in the first ten days, and over 70 million views to date. The video depicts two babies talking in a language of their own, quite the unusual sight, indeed! This video was appealing to an extremely wide audience, thus making it easy to share with friends and rack up those high view counts.Another thing to keep in mind when creating funny videos is that you don’t actually have to directly promote anything — though you could if you’re able to make people laugh despite the blatant promotion, like Old Spice did. This video could have been used for a variety of baby products to increase brand awareness; just focus on finding material that’s universally entertaining and unique.Newsjack With ParodyMaking a parody of a popular event, person, or song to reflect your company or product will create an interesting video people may be more likely to share with friends — because it’s based off of something millions already recognize and love. The video “Barack Obama Singing Call Me Maybe” parody, for instance, has over 17 million views in under four weeks, making it one of the most viral videos in 2012.Not only does this video play on the nation’s president — bold move — but it also uses the most viral song to date, Carly Rae Jepsen’s “Call me Maybe” which is #1 on YouTube with over 100 million views. Hey, sometimes using pop-culture can help your video go viral, and there’s no shame in utilizing it!Leverage User-Generated ContentLetting your customers or fans get in on the content creation is a great way to generate a successful video. Not only will you save time, but you’ll engage customers and encourage sharing — a great boost for your reach and reputation. Content contests are an easy way to get the content you need, and allow users to engage with the brand while using word-of-mouth to spread the message to others within their social networks. If it’s feasible for your product or service, a contest can increase your reach to people you originally would not have been able to reach with your own marketing. If you can, have other fans vote on the winning video, further increasing the reach of your campaign!Aflac did this in 2012, when they created the “10 Second Challenge” in which users were asked to create a short video explaining what Aflac meant to them. The prize was internet fame and $25,000. Over 180 video submissions were entered, which resulted in 250,000 video views on Facebook and thousands more to date on YouTube. Letting your users create content for you can save you time, and because of their pride in their work, the result may be more creative than you could have ever imagined!What other qualities of viral videos did we miss here? Have you ever created an extremely successful online video?Image credit: googlisti Don’t forget to share this post! 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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 Snopes.com, 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 www.powergenitalia.com 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, www.batterychargerpowergen.it.9) 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 Snopes.com, 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! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Topics:
PPC Originally published Aug 19, 2013 2:00:00 PM, updated July 28 2017 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Topics: In PPC, there are lots of metrics to track, so it can quickly get confusing and then overwhelming. Marketers often ask me, “What’s the one metric I should optimize for? I just want to know the top one or two levers I can pull to make a difference!”In my experience, looking at thousands of Google AdWords accounts and billions in combined spend, there are two metrics that correlate most strongly with success:Account Activity: You get out what you put in. This isn’t too shocking; advertisers who do more work on their accounts get better results.Quality Score: Higher Quality Scores generally lead to lower costs, so optimizing for Quality Score is essentially the same as optimizing for ROI.Why You Should Spend Time Optimizing for Quality Score Since Quality Score is really a measure of relevance, it’s a powerful predictor of your success. And it makes total sense — Google’s main goal is to keep users happy so they keep using Google, and keep clicking results. More relevant ads, campaigns, and landing pages get more clicks; that raises your Quality Scores and — since Quality Score determines both your ad ranking and what you pay per click — everybody wins.So once you’ve committed to spending more time in your account, what should you spend your time on? I recommend that you focus on optimizing your Quality Scores, which is the metric most likely to lead to higher rankings, more clicks and leads, and lower costs for those actions.How much lower? Let’s take a look.New Data Shows AdWords Quality Score Can Save You Up to 50% on PPCIn 2009, Craig Danuloff crunched some numbers to show that a Quality Score of 10 could save you 30% on cost per click, or CPC. (Sadly, I can’t link to the post because the Click Equations blog now redirects to Acquisio.) But that was over four years ago, and I was curious to see if the data had changed.To investigate, I did a manual analysis of several hundred new clients that WordStream signed up in the first two months of 2013. What I found is that average impression-weighted Quality Scores have fallen in the past four years. In 2009, a Quality Score of 7 (out of 10) was average. But today’s impression-weighted average Quality Score is just slightly over 5. The distribution looks like this: Therefore, accounts (or campaigns or ad groups) with average volume-weighted keyword Quality Scores better than 5 can be considered better than average, and are thereby benefiting relative to most advertisers. Accounts with average Quality Scores lower than 5 are below average, and those scores are detrimental to your account. I used this data to re-run the calculations and see how much a Quality Score higher than 5 saves you on CPC compared to the average advertiser. Here’s what I found: As you can see from the chart, the savings have increased. Some highlights: A Quality Score of 6 is 200% more valuable than it was four years ago! A Quality Score of 6 was previously below average, and increased your CPC by 16.7%. Now, a Quality Score of 6 decreases your CPC by 16.7%. A Quality Score of 9 is twice as valuable as it was in 2009, saving you 44.4% compared to 22.2%. A Quality Score of 10 now saves you a full 50% on CPC. That means if all your keywords had Quality Scores of 10, you’d only be paying half as much as the average advertiser. Pretty crazy, right? And if you’re thinking, “So what? I don’t care about cost per click, all I really care about is cost per acquisition” — fear not. Quality Score lowers your CPA, too. I did a similar analysis based on CPA and found that high Quality Scores also correlate with lower CPAs:With a Quality Score of 10, you’ll pay 80% less per conversion than an advertiser with an average Quality Score of 5. These savings are mostly driven by lower costs per click. This is why optimizing for Quality Score is such a good use of your time.Benchmarking AdWords Quality Score: What Should You Shoot For? As I mentioned above, average Quality Scores these days hover around a 5. So anything higher than 5 is going to benefit you, relative to the average AdWords advertiser. That means you should shoot for a bare minimum impression-weighted average Quality Score of 6. However, it’s important to note that higher scores save you more. If you want the full 50% savings, you need the gold standard Quality Score of 10.The fastest way to find out your impression-weighted average Quality Score in AdWords is to grade your account using the free AdWords Performance Grader. This tool will do an instant audit of your PPC account across 8 different key performance metrics, including impression-weighted Quality Score. Your report will calculate and display your average Quality Score and plot a distribution of the number of impressions happening at each visible Quality Score for the last 90 days, and compare that to a “Recommended Curve” for your business. Here’s an example of what the Quality Score section of the report looks like:If you don’t like what you see (the example account above is well below average), it’s time to start working on improving your scores. Here are three tactics to try: Use ad extensions. AdWords ad extensions, such as sitelinks, make your ads bigger with more places to click, so they increase CTR at no extra cost.Write better ad text. Test different messaging to find the ad text that speaks to your audience. And use your one allotted exclamation point! Bid on brand terms. Branded keywords tend to have really high clickthrough and conversion rates, so they bring up the average for your whole account. This is a guest post written by Larry Kim. Larry is the founder and CTO of WordStream, provider of the 20 Minute PPC Work Week and the AdWords Grader. You can follow him on Twitter and Google+.Image credit: Philip Taylor PT