Tag: 不准不开心上海论坛

Warriors on TV: Chris Mullin embraces his new role as analyst

first_imgRelated Articles Warriors resemble team of old, Kevon Looney isn’t ready, and other thoughts from loss to Trail Blazers SAN FRANCISCODecked out in a snazzy gray suit and rocking his trademark buzz cut, Chris Mullin is ready for his closeup.He and Garry St. Jean are perched under the bright lights of the NBC Sports Bay Area studio — atop a gleaming set designed to resemble the key on a basketball court.The lesson is about to begin.center_img Why the …last_img

Indian Wells: Ailing Serena Williams out, Roger Federer, Rafael Nadal move on

first_imgSerena Williams leaves the court, retiring with a medical issue, during her match against Garbine Muguruza, of Spain, at the BNP Paribas Open tennis tournament Sunday, March 10, 2019, in Indian Wells, Calif. (AP Photo/Mark J. Terrill)INDIAN WELLS, Calif. — Serena Williams’ return to tennis after a five-week break ended early with her retiring from the BNP Paribas Open because of a viral illness Sunday.Williams raced to a 3-0 lead over two-time major champion Garbine Muguruza in their third-round match before dropping six straight games and the first set, 6-3.ADVERTISEMENT SEA Games hosting troubles anger Duterte Hong Kong tunnel reopens, campus siege nears end It’s the second time in four years that Williams has withdrawn from the tournament. She returned to the desert in 2015 after a 15-year boycott. That year she reached the semifinals before withdrawing against Simona Halep. She missed 2017 because of pregnancy.Rafael Nadal breezed past American Jared Donaldson 6-1, 6-1 and Roger Federer beat Peter Gojowczyk 6-1, 7-5 in the second round.Federer saved six of seven break chances against the German after losing just two points on his serve in the first set.“If I maybe would have served a little bit better, I think things would have gone faster,” Federer said. “But at the end it was a tough second set, and it’s maybe also exactly what I needed.”Federer has reached the final of the desert tournament in his last four appearances, winning two years ago. In all, he owns five titles at Indian Wells. He won his 100th career title in Dubai last week.Halep, the No. 2 seed, needed nearly two hours to beat qualifier Kateryna Kozlova 7-6 (3), 6-3 in the third round.Kozlova led 6-5 and was within two points of winning the first set before Halep forced a tiebreaker in their first meeting. Halep dominated the tiebreaker, urged on by a large contingent of Romanian fans at Indian Wells Tennis Garden.Bianca Andreescu, an 18-year-old Canadian, moved on with a 6-1, 6-2 victory over Stefanie Voegele. Andreescu reached the semifinals in Mexico last week.“If someone would have told me I would have gone to the third round of this tournament at the beginning of the year, I would have said, ‘You’re crazy,’” Andreescu said. “This is one of the best tournaments in the world, so I’m just really, really happy.”Other seeded men’s winners were: No. 6 Kei Nishikori, No. 8 John Isner, No. 10 Marin Cilic, No. 12 Karen Khachanov, No. 14 Daniil Medvedev, No. 22 Kyle Edmund, No. 25 Diego Schwartzman and No. 32 Guido Pella. 1 dead, 3 injured in Quezon road crash Sports Related Videospowered by AdSparcRead Next No. 16 Fabio Fognini and No. 20 David Goffin were beaten.On the women’s side, No. 7 Kiki Bertens and No. 18 Qiang Wang advanced. LATEST STORIES “It’s really a weird feeling because I don’t feel like I won the match point and well done, good match,” Muguruza said. “It was just like, ‘Man, we’ll play next time.’”The Spaniard credited Williams for being “very dominating” from the start of the match.“I had to adapt a little bit my position in the court, the way I was hitting, and it took me a few games to kind of do it,” Muguruza said. “Once I did it, I felt much more comfortable.”Williams was playing her first tournament since the Australian Open in late January, when she lost in the quarterfinals.After a first-round bye in Indian Wells, she beat Victoria Azarenka 7-5, 6-3 on Friday night.ADVERTISEMENT P2.5 B shabu seized in Makati sting, Chinese national nabbed Trump campaign, GOP groups attack Google’s new ad policycenter_img MOST READ Don’t miss out on the latest news and information. “By the score, it might have looked like I started well, but I was not feeling at all well physically,” Williams said in comments distributed by tournament officials.During the changeover between sets, Williams called for a trainer. She went back out and lost the first game of the second set. The match was soon declared over and Williams walked off the court.FEATURED STORIESSPORTSPrivate companies step in to help SEA Games hostingSPORTSUrgent reply from Philippine ‍football chiefSPORTSPalace wants Cayetano’s PHISGOC Foundation probed over corruption charges“Before the match, I did not feel great and then it just got worse with every second; extreme dizziness and extreme fatigue,” Williams said. “I will focus on getting better and start preparing for Miami.”Muguruza is the only player to have beaten both Serena and Venus Williams in tournament finals. Kraken released Urgent reply from Philippine ‍football chief 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 Lacson backs proposal to elect president and vice president in tandem View comments Private companies step in to help SEA Games hostinglast_img read more

Boston’s Best Marketing Week Ever

first_img and Among some of the speeches HubSpot’s User Group Summit The most eventful marketing week is coming up in Boston with the Inbound Marketing These days, there are hundreds of self-proclaimed marketing gurus online. But a lot fewer have actually earned that title by providing us with actionable marketing advice and insightful ideas. One week in September will bring you closer to these people. . IMS 2011, which will take place on September 14th and 15th, will feature some of the most In short, you don’t want to miss this event (and this week of events). So pack up and see you there! fifth annual Inbound Marketing Summit Future M The 2-day long Inbound Marketing Summit will provide you with content creation ideas, solutions for more efficient marketing and tons of networking opportunities. Honestly, we can’t wait to hear what the speakers are going to share about the rapidly evolving landscape of marketing!  (IMS), Originally published Jul 20, 2011 5:30:00 PM, updated July 12 2013 , including Chris Brogan, Guy Kawasaki, Jon Ferrara, Clara Shih, YoungMe Moon and Dan Heath. you will hear at IMS 2011 are Chris Brogan’s “The Changing Role of the Trust Agent,” which will tackle the increasing need of using varied analytics and metrics to demonstrate marketing value. Steve Garfield will talk about the role of video content creation in a business’ inbound marketing mix. We are also very excited to hear Barry Libert’s “The Revolution Will Be Tweeted,” in which he will discuss what the Middle East revolt means to marketers.  Topics: recognized marketing luminaries 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

How the Third Wave of Media Is Transforming Marketing Content

first_img Originally published Feb 3, 2012 12:15:00 PM, updated July 28 2017 As a society, how we watch, read, and consume information is fundamentally changing. News, information, and entertainment will never go back to “the way it was,” and this change will have a powerful impact on all aspects of inbound and outbound marketing. In 2012, marketing is publishing, so let’s learn how to be a great publisher in an industry under constant disruption.This week, some of the most intense shots yet were fired in the battle for the eyes and mind of the world. Stop. Listen for a second. Do you hear the cries and confusion? Those are the cries of the publishing and broadcast executives.As a marketer, you should be cheering.Amazon’s Unwavering Assault on the Publishing IndustryBrick and mortar bookseller Barnes and Noble announced this week that it would no longer stock books published by the digital book juggernaut, Amazon.com. “What’s that?” you ask? “Amazon publishes books? But I thought they only sold them.” That’s right — Amazon is a book distributor AND publisher.In the fourth quarter of 2011, Amazon said it sold millions of Kindle electronic reading devices, but the business still came in a billion dollars in revenue below Wall Street expectations.But Amazon doesn’t care.As reported by the New York Times, Amazon published 122 books in the fall of 2011. This number is seemingly insignificant when compared to the total number of books published by all publishers during the same time period. But what doesn’t matter, because a secret about the publishing industry is that it makes most of its money from a small group of best-selling books and authors. Amazon understands this and seems willing to lose money in order to take the best and brightest writers away from traditional publishing houses. And with more than $6 billion in the bank, it can.Barnes and Noble, citing the lack of ability to sell ebooks from Amazon’s published works, has decided to return the favor by not selling the print versions of those Amazon-published books in its stores. This marks a continued battle for control over distributing the words of the world.The Third Wave of MediaSalar Kamangar, CEO of YouTube, believes that we are in a third wave of media. At an event in California this week Kamangar said, “The first wave was the broadcast networks. The second wave was cable networks. Now, it’s about giving people exactly what they want to watch today.”Mashable reports that YouTube has invested more than $100 million into premium content channels around niche topics including food, fashion, pets, and fitness, making it clear that YouTube is willing to spend money to be a major player in this third wave of media. This week, YouTube hired Bruce Seidel, who oversaw shows on the Food Network and Cooking Channel, to lead programming for YouTube’s new food-focused channel. According to a New York Times article, Seidel hopes to “discover new stars and galvanize the niches that are driving the internet food conversation.”User Experience and the Third Wave of MediaSince the early beginning of the internet, pundits have discussed the rise of internet-based entertainment, but the fact of the matter is that online video has never really made it into the living room. One core barrier that is too frequently ignored is the user experience of watching online video compared to watching television. People watch television to relax, and having to click a new video to watch on YouTube every three minutes is not relaxing. Plus, you have the added anxiety that, for many people, the computer equals a device, and devices subsequently mean stress. It is the deficiency of user experience that third wave media companies have to overcome in order to infiltrate the living room. But Kamangar, who plans to launch 100 niche content channels on YouTube this year, says, “The idea is that you’ll subscribe to a channel, and you’ll go and just keep watching.”Niche AND QualityThe knock against many ebooks and online video shows is quality. The fact of the matter is that because anyone with a computer or video camera can create an ebook or online show, the quality and production value in many cases is much lower than that of traditional publishing houses and cable networks. That’s why Amazon is signing top-quality authors and YouTube is hiring some of the best minds in cable programming. Both of these companies understand that, to take over the living room, the core content has to be remarkable.The idea of remarkable content isn’t anything new. However, content has the potential to become even more remarkable when it is applied to a niche. And that niche factor is the leverage third wave media companies have over the first and second wave media companies. Imagine if 100 new cable networks launched this year to cover niche topics. It simply wouldn’t happen. Online video providers and ebook authors’ best shot at disruption comes from a laser focus on increasing content quality standards while still serving and representing niche communities currently underserved by cable networks.Change Is Hard: AKA Why This Hasn’t Already HappenedThe fact that the world is constantly changing isn’t news to any of us. We write it off as a fact of life. Despite this constant change, we are at a paradox. Change is easy to hate, especially major disruption to our daily routines and habits. And it’s not that we as people or as a society don’t want to change. It’s the simple fact that change is exhausting.Chip and Dan Heath explain this idea perfectly in their book, Switch. The Heath brothers write: “Change is hard because people wear themselves out. And that’s the second surprise about change: What looks like laziness is often exhaustion.”The way we read, watch, and consume information is changing at the pace of a rapid turtle. This means that you won’t blink and suddenly live in a world where no publishers exist, but every couple of months, a stack of small changes starts to become noticeable, and the media world becomes slightly different. Before you know it, a few years have passed, and the media world is completely different.Marketing in a Transitional Media WorldIt’s time to find your niche. The way information is distributed is gradually yet radically changing around us, which means you can’t wake up years from now and decide that it’s time to change. It’d be too late. Instead, you need to take action now to be an active part of this transitional media world.Start executing on these four action items today to not only survive, but also succeed in the next generation of media.1. Find Your Niche – Your niche isn’t the product you sell. Rather, your niche is the subject matter that is of greatest interest to your prospective customers. If you sell supplies to auto body shop owners, then your niche is content about operating a successful auto body shop in every facet of the business, even those for which you don’t have products to sell.2. Balance Quality and Velocity of Content – The challenge of content in the online media landscape is that content has to be high quality enough to stand out, but also be agile enough not to be out of date the moment it’s published. The only real way to know what a good quality/velocity balance is for your business is to test different options to understand what works the best for your niche. You can do this by changing the frequency in which you publish blog posts and other content. Do you get more leads and engagement when publish a blog post every day, or once a week? Do blog posts that you spend more time polishing and improving generate more traffic and leads than other posts? These are the elements to test as part of your marketing content. 3. Have a Personality – Don’t be bland. Look at the text or videos that capture your attention. They probably have a clear point of view and an interesting tone. Don’t be afraid to be fun, sarcastic, edgy, or any other tone that aligns with your brand and products.4. Start Planning Beyond the Desktop Computer Screen – For most of us, we still think of a computer as the device that sits on our desk with a big screen that isn’t touch-sensitive. But from the Kindle, Nook, and iPads to iPhone and Andriod smartphones, the definition of a computer has changed. Yes, these changing devices will impact your marketing content. And it isn’t just about their size, but it’s also that they all have one key element in common: touch. Start thinking about what your content looks like in a world without mice (the computer kind). It will have a huge impact on how we design our content and collect information from our leads.Success of digital-only magazines like the Daily demonstrate that consumers are willing to not only consume but also pay for touchable content that is personalized for their devices. Survey your target audience, and understand what devices they are using to consume information. Then make sure your content works well on the most popular devices.Change is here.Image Credit: Ariane Middel 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

How to Conduct Competitive Analysis to Step Up Your Content Strategy

first_img Topics: Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Content Marketing Strategy Originally published Mar 1, 2012 9:00:00 AM, updated August 25 2017 When you ask marketers who their competitors are, they can rattle off a list quite quickly, and perhaps a few anecdotes about notable differentiators like product features, sales techniques, and site structure. Maybe they’d like to know more information about them (say, their marketing techniques?) but that information is all kept pretty hush hush. Right?If you’re looking to compete on inbound marketing techniques, you can actually find out quite a lot about your competitors by performing competitive content analysis. And if you’re setting up or revamping your content strategy, doing a deep dive of this nature is important to not only orient yourself in your market, but to also determine what opportunities you have to easily outperform your competitors with content — and where you need to put in more effort and resources.Yes, performing competitive content analysis takes significant upfront time, but doing so will help you set a realistic content strategy that will allow you to compete, and eventually overtake, your competitors online. So grab your list of competitors, read this guide, put your spy goggles on, and get going with your competitive content analysis!Click here to get started with our free market research kit.Step 1: Find Where Content LivesBegin by performing a website audit of your competitors with the aim of determining where content is housed on their site. This is the quickest part of the content analysis and sets you up to perform the next steps more easily, but requires the most “poking around” to find what you’re looking for. Here’s the most structured way I’ve found to approach this poking around exercise.Start by visiting the site’s navigation. Where on there might content be housed? In HubSpot’s case, for example, the ‘Case Studies’ section of the navigation is a clear indication of content. None of these other items, however, look content-focused.But that doesn’t mean you shouldn’t double check! Click through each item in the navigation to see if there is a sub-navigation that leads to content assets you would want to note. For example, when clicking through the ‘About Us’ section of HubSpot’s navigation, you reach this page that contains ‘News,’ and the ‘Press Room,’ both of which house content you would want to index in your analysis.Continue to click through the navigation and sub-navigations, noting where on the site content is housed. When you’ve completed this step — the length of time this takes depends on the breadth of the site — return to the site’s homepage and continue to scroll to see if there are any other places content would be housed that weren’t in the main navigation or linked in the sub-navigation. On HubSpot’s homepage, for example, one can find ‘Marketing Resources’ further down the homepage. It’s more and more common for websites to have resource centers that house long-form content like whitepapers and ebooks, so be vigilant about looking for these content repositories on competitive sites.Finally, visit the bottom navigation of the homepage for good measure. Often, there are links to pages that aren’t easily accessible, even several clicks in to a site. The bigger the site, the more likely it is you’ll encounter important content repositories in this section of the navigation.For good measure, you can also check out your competitor’s sitemap, often but not always found in the bottom navigation. These are created for search engines to more easily crawl and index a website’s content, but some companies choose to publish an HTML version, as well. This will help you fill in any blanks you may have missed during these exercises.To help guide you during this and the next step in your competitive content analysis, here is a list of content asset types you may encounter. Simply note the URLs on which you find these, but keep in mind that during Step 2, you may come across more places on the site where content is housed.Blog postsWhitepapersEbooksVideosWebinarsPodcastsSlide decksStatic visual content (i.e. infographics, cartoons)FAQsFeature articlesPress releasesKitsCase studiesBuyer guidesUse casesData sheetsTip: Be sure to research whether your competitor has more than one blog, and if so, note for what those blogs are used. For example, HubSpot has multiple blogs, not all of which are linked to from the homepage — this blog you’re reading now discusses inbound marketing concepts, but we also publish a separate blog that discusses company and product news. All of our blogs have different objectives, and you should consider the unique purpose of the blogs you encounter among your competitors, too.Step 2: Perform a Content AuditNow that you know where content is published on your competitor’s site, it’s time to begin the content audit. This is the most time-consuming part of your competitive content analysis, but it will give you the best indication of how you stack up to their content creation efforts.There are three things you’ll want to tally in your audit; the first two in this list should be based on content asset type, while the third can stand alone.Quantity of each content asset type published – How many blog posts has this competitor published? What about case studies, whitepapers, ebooks, etc.? This will help you gauge whether you’re up against a formidable content arsenal that will require a giant content creation team to surpass, or whether you’re at an equal stage (or further along!) than your competitor.Frequency each content asset type is published – Do your competitors publish blog posts twice a week? Twice a day? What about how frequently they come out with a new ebook? Not everything will have a publish date on it, but do your best to gauge their publishing frequency for each content asset type so you know how active their current content creation efforts are.Distribution of topics discussed – This is the item that does not need to be broken down by content asset type, but you certainly may if you find it helpful. Your aim here is to determine which topics are discussed in their content so you can find opportunities they aren’t capitalizing on, and determine which topics they are trying to establish a strong thought leadership (and search engine) position for.For example, if you’re a unicorn breeder performing a competitive content analysis on another unicorn breeder’s site, you may find your competitor has 225 blog posts (publishing once every business day), 12 case studies (publishing about once a month), 40 podcasts (publishing weekly), and 10 videos (publishing about every other month) about unicorn breeding. You also note that this competitor discusses three topics in their content: unicorn hygiene, training unicorns, and unicorn diets. But it turns out, they’re heavy on the unicorn diet and hygiene content, but pretty low on unicorn training content — after filtering their blog content based on how they’ve tagged the topics, you notice only 15% of it is about unicorn training! This is a weak spot in their content in which you could easily overtake their market share.Tip: Content audits are an extremely manual process. If you find this approach of navigating through URLs difficult, there are free site crawling tools out there that will index all the URLs on a given website and export them into a spreadsheet for you — I’ve used Xenu Link Sleuth for this purpose successfully. With the spreadsheet of site URLs, you can categorize the content based on either the URL architecture, or if the content asset type is not apparent from the URL architecture, clicking through to the site to make that determination. For example, you would know this URL houses a case study without having to click through.www.hubspot.com/customer-case-studies/bid/31264/Education-Success-Story-Davidson-AcademySimilarly, you can often gauge the topic of the content from the URL architecture. You know the topic of this post, for example, is Facebook because of the slug at the end of the URL.blog.hubspot.com/blog/tabid/6307/bid/31633/The-Complete-Guide-to-Setting-Up-the-New-Facebook-Page-Design.aspxStep 3: Evaluate Content QualityNow comes the subjective component of your competitive content analysis. Select a sample of content assets from each content asset type your competitor publishes. Evaluate how good that content is. Here are some questions to ask yourself when evaluating their content quality:How accurate is their content?Are there rampant spelling and grammatical errors?How in-depth does the content go — does it just scratch the surface at an introductory level, or does it go into advanced concepts?What tone do they adopt in their content?Is their content long or short? Keep in mind that both are acceptable, as long as the content is helpful.Is their content structured in a readable way? Are they making use of bullets, bold headings, and numbered lists?Who is writing their content? Do they have multiple contributors? Are they all internal, or are some of them guest contributors? What are their areas of expertise (do some social media sleuthing)?Is their content largely gated, form-free, or a mix? Which content assets do they put behind forms?You can also gauge the quality of the content based on how readers share and interact with it. Which topics resonate most? How engaged are readers with the content? Are people tweeting more about some topics than others? Sharing long form content on LinkedIn? Are they responding heavily to your competitor’s Facebook posts about certain content? Are people commenting on any particular blog posts? What’s the sentiment around their responses — is it positive, negative, or a mix?Finally, pay attention to the way their blog is structured. A site’s blog is one of the most important inbound marketing assets, so determining how well it is structured will give you keen insight into how much effort they are putting into it — and how successful their efforts are. Look for the following when evaluating a competitor’s blog:Social media follow and share buttons – Are they giving readers the opportunity to share their content for greater reach, and follow them on their social media networks to consume more content?Content categorization – Do they categorize the content on their blog with tags that denote topics? This helps readers identify content most applicable to their interests.Bylines or bios – Can readers learn who the writer of the blog content is to establish greater trust and authority?Preview panes – When a reader comes to the blog, is there one long post, or previews of a handful of their most recent content to promote greater viewership?After asking yourself these questions across the content asset types your competitors publish, generate a grade that you think exemplifies how good their content is. It is subjective, yes, but you’ll likely find a wide range on the quality scale as you research more competitors.Step 4: Establish Their SEO Focus The effectiveness of your competitor’s content hinges not only on quality and frequency of publishing, but also how well optimized it is for search. You can perform a more qualitative assessment of your competitor’s SEO by evaluating how keywords are used in the content samples from Step 3 in the following areas:Page titleURL architectureTitleH1 tagsCopy’s keyword densityImage alt textUse of internal linkingYou can also, however, make use of several free and paid tools out there that help you more comprehensively evaluate your competitors’ search engine optimization. If you’re a HubSpot customer, for example, you can input competitor sites into our Competitor Tracking Tool for a more quantitative approach.With this tool, you’ll have a much better indication of your competitor’s SEO savvy with metrics like mozRank, their traffic rank, how many indexed pages are on their site, and how many domains link to theirs — a key indicator of not only their search engine optimization, but the quality of their content. You’ll also notice you get a little help with Step 5 with this tool, which calculates their Facebook and Twitter followers for you.Step 5: Research the Integration of Social Media Into Their Content StrategySocial media is inextricable from content strategy, so it’s crucial to get a gauge of how your competitors are using social media. But hey, you get to play around on Facebook during this quick and final step in the competitive content analysis process — so rejoice!Visit the following social media sites to determine if your competitors have a presence:FacebookTwitterLinkedInYouTubeGoogle+PinterestPerhaps not all of these are relevant to your brand — but it’s better that you double check, right? If a competitor is using a social network creatively and effectively that you thought was not applicable to your brand or industry, you would certainly want to get in on the game.For each social network, note how many fans/followers they have, how frequently they post, what kind of content they publish, and how frequently fans interact with that content. Social media is an excellent tool for expanding the reach of content, but too many businesses ignore it. You may find that some (or all!) of your competitors are also missing out on this opportunity — another area in which you can quickly outpace your competitors in your content strategy. You should also browse their homepage and other main pages of their website for social media follow and share buttons to determine how seriously they take social media marketing.Applying Your Competitive FindingsNow that you’ve gathered all this competitive intelligence, what exactly should you do with it? How do you use your diligent detective work to inform your content strategy?By knowing where you stand alongside your competitors’ content creation efforts, you can decide what you need to do just to keep pace, and then to surpass them. But it is crucial to look at all of your findings as a whole, not just one aspect — because they all impact one another.Are you already lagging behind some of your competitors — or all of them? If so, look at those particular competitors, and see what they are doing better than you. Are they beating you by brute force with publishing volume? Is that a game you have the resources to compete in? Or is it simply that they are investing more time sharing their content socially, something you can easily remedy by putting more time and effort into your social media programs. When you know not only who is beating you in the content game, but why they are beating you, you can take steps to address the specific issue instead of wasting precious resources trying to fix something in your content strategy that, well, just may not be broken.You should come back and monitor all of these metrics on a quarterly basis, or if your competitors are very active, even more frequently. Also remember that it’s important to orient yourself with your competitors to develop an appropriate content strategy, but not to harp on every action they take. You’re in the market because you have a competitive differentiator — don’t let what others do dictate your entire marketing strategy!What other competitive intelligence do you gather that helps guide your business blogging and content creation strategy?Image credit: pasukaru76last_img read more

How Closed-Loop Marketing Works

first_img Step 1: Visitor Arrives on Your Site and a Cookie is Set on His/Her Referral SourceThis is the entry point of your closed-loop system. As leads progress through your sales and marketing stages, the cookie will enable you to attribute them back to the proper channel. For example, whether they came into your site from a URL you used on print collateral you distributed at a trade show, an email marketing campaign , or a search term, you’ll be able to trace them back to that original source. Here is what that data can look like, depending on your marketing analytics software. Below, you see a screenshot of HubSpot’s traffic by channel, brought to us by the marketing analytics tools of HubSpot’s software . By looking at this data, we are able to identify trends and compare channels, as each color represents a different marketing channel such as email, search, social media, etc. We know which are our most valuable sources of traffic and can work to optimize those that are underperforming.The easiest way to close the loop is to make your website the central hub for all your marketing activities. Organic search, social media marketing, email marketing, referral links, paid search, and even offline campaigns should get filtered to your website. Once someone visits your website, you’ll be able to put a cookie on them and start tracking their activity.Most web analytics systems will allow you to track sources of traffic like search terms or referring websites, but you’ll need to go a step further than this to make sure you’re accurately assigning your leads to the right marketing initiatives. To do so, you should assign a tracking URL to every marketing campaign that is sending traffic to your website.To create a tracking URL , you just need to add a parameter to the end of your website’s link that your analytics system can identify and associate with a particular campaign or initiative. This will enable you to more accurately track visitors who otherwise look like they are coming from direct search. The tracking token is added to the end of a link, allowing your analytics tool to pool a certain group of traffic. Different tools employ different tokens, but here is an example of what a visit from Twitter could look like: /?utm_medium=social&utm_source=twitter By attaching this to your URL, anyone who clicks that link is signaling to your analytics tool that they are coming from Twitter. The same type of tracking tokens apply to different channels, such as email, paid media, and referral traffic. Investigate with your marketing or analytics software to make sure you have tracking tokens in place and your data gets assigned to the appropriate categories.Step 2: Visitor Browses Your Website & Cookie Tracks the Visitor’s ActionsAs you attract traffic and identify where that traffic is coming from, you need to track the behavior of those visitors. Which pages are they viewing? What is their trajectory of actions? Such intelligence will illustrate a path that can, down the road, help you optimize for faster visitor-to-lead or even visitor-to-customer conversions.This is the trickiest part of closed-loop reporting: making sure that you can connect a visitor’s session with their lead information once they convert on a form. Without this piece, you’ll have two separate databases — one with anonymous visitor history, and one with lead information. As a result, you won’t be able to connect those leads back to their respective marketing source.In order to make this work for you, you either need to do something very technical on the back end of your analytics platform or start using some software that does this for you. There are already a few software providers out there that have figured out how to do this, and there is no point reinventing the wheel. (Full Disclosure: HubSpot software allows you to implement closed-loop reporting.) Here is a screenshot of HubSpot’s Prospects tool , which tracks visitors’ activity (when they are still anonymous) and provides some actionable next steps, such as social media account information. “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” Almost a century after John Wanamaker spoke those words, most online marketers can still feel his pain. The irony is, today, marketers have the technology they need to “close the loop” between marketing and revenue, but few are actually taking advantage of it.Closed-loop marketing is marketing that relies on data and insights from closed-loop reporting. “Closing the loop” just means that sales teams report to Marketing about what happened to the leads that they received, which helps Marketing understands their best and worst lead sources.Close the loop between your marketing and sales teams using this free guide.To many, setting up closed-loop reporting has remained too hard and confusing to implement. To be an effective marketer, however, you need to be able to tie every single lead, customer, and dollar back to the marketing initiative that created them. This is how marketers can prove their worth and understand how to more efficiently reach their audience.But how exactly does closed-loop marketing work, and what tools to you need to implement it? Let’s find out!The 4 Steps of Closed-Loop MarketingClosed-loop marketing can essentially be boiled down to four steps. Before we explain each step in detail, let’s take a look at how the process looks as a whole: Topics: Marketing Analytics Originally published Apr 12, 2012 12:36:00 PM, updated February 07 2019center_img Step 3: Visitor Converts Into a Lead by Completing & Submitting a Lead-Capture FormIn order to monetize the traffic you’re getting and send qualified prospects to your sales team, you need to convert visitors into leads . You can make this happen by sending incoming traffic to landing pages, which make information exchange possible and collect more intel from your visitors.More than just knowing where your visitors are coming from, you’ll also need to know who they are. This is crucial to closing the loop and being able to associate closed customers back to their entry source. The way to capture this information is to direct website visitors to a landing page with a submission form (or also known as a lead-capture form). Once visitors fill out this from, you’ll have whatever contact information you asked them for: name, email, phone number, etc. As a best practice, you should be sending most of your traffic to landing pages and forms so you can grow your leads database. You can learn more about building awesome landing pages in this ebook .Step 4: Lead Becomes a Customer & Original Source is CreditedNow it’s time to figure out how these visits transformed into sales. Which one of your marketing channels contributed the most customers? Are there ways you can optimize the process for other sources? Closed-loop marketing enables you to identify the activities that bring in the most (and least) revenue.To do so, you need to look at all of the leads your sales team has closed and attribute them back to their original marketing initiative. If everything is set up correctly in steps one through four, this should be a relatively straightforward process. For most medium-sized businesses, the easiest way to achieve this is through your customer relationship management (CRM) system. For smaller businesses, you might do this more manually using a spreadsheet. Here is a screenshot of HubSpot’s analytics , providing us with insights on customer acquisition from different marketing sources, such as email marketing, social media, and referrals.The Tools Required for Closed-Loop MarketingBut if this all sounds pretty dependent on tools, you’re right — it does. In order to set up closed-loop marketing, you need to be able to map marketing activities to sales. As we hinted at earlier, such an integration requires connecting your marketing software to your customer relationship management (CRM) software. In other words, you need to be able to tie the intelligence emerging from your marketing communication with prospective, current, and former customers to the intelligence your internal team has built with these same people.Customer Relationship Management Software — The purpose of a CRM system is to synchronize the activities of your sales, marketing, and customer support teams. A CRM platform can support your business in a number of ways ranging from selling and fulfillment to identifying and rewarding loyal customers. SAP, Oracle, Salesforce, and SugarCRM are some the most commonly known CRM systems.Marketing Software — Software like HubSpot keeps a record of your marketing data and makes it actionable — by giving you the information you need to optimize campaigns, enabling lead conversions, and revealing results.Integrating the Two ToolsAs a sophisticated marketer, you want the two systems to talk to each other. And technically, your CRM and marketing software are able to talk to each other through an application programming interface (API). So when one of your sales representatives closes a deal, he/she can mark that sale as “won” in your CRM, and that will trigger an update in the marketing software. You will then be able to go backwards and identify where this new customer originally came from. What channel brought them to your website? What pages did they view afterward? At what point did they convert into a lead, and then a customer?Benefits of Closed-Loop MarketingThe intelligence marketers can gather from closed-loop reporting will expose conversion assists, or pages on their website that visitors viewed before they converted into leads or customers. Understanding a website’s conversion assists can help marketers identify the most influential pages they own. In doing so, they can learn a lot about why those pages are (or aren’t) effective, and apply these insights to improve poorly performing web pages and enhance other components of their marketing .Closed-loop marketing also enables you to achieve alignment between sales and marketing and define the operations between the two departments. Other benefits of the integration between your marketing software and CRM solutions include the ability to implement sales assignment rules, lead scoring systems, lead nurturing campaigns, custom lead scoring, and monetary goal setting. To learn more about why closed-loop marketing is so beneficial to marketers, check out this post. What is Closed-Loop Marketing?Closed-loop marketing is marketing that relies on data and insights from closed-loop reporting. “Closing the loop” just means that sales teams report to Marketing about what happened to the leads that they received, which helps Marketing understand their best and worst lead sources. 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The 10 Best Marketing Infographics of 2012 (So Far)

first_imgVisual content has taken 2012 by storm, and leading the pack is the much beloved (and sometimes bemoaned) infographic. What on earth is an infographic, you ask?Ha, just kidding. You know what infographics are! They’re this, and this, and this. But those are all so 2011. What has 2012 delivered marketers in the way of awesome infographics? This post has rounded up the best of the best — the ones that are chock full of information, excel at data visualization, and deliver brand new data to marketers. Take a look at our favorite marketing infographics so far in 2012!Seriously Awesome 2012 Marketing Infographics1) The Inbound Marketing Process From IMPACT Branding & Design2) 6-Step Cheat Sheet to the Facebook Business Page Timeline Design From HubSpot3) Social Networking Bill of Rights From Background Check4) How Social Media Links Help Email Marketing From GetResponse5) How Mobile Is Being Used in 2012 From Milagro Mobile Marketing6) Should You Hire or Contract Your Marketing Team? From Mavenlink7) The History of Marketing From HubSpot8) How LinkedIn Works From Infographic Labs9) 2012 Social Media Marketing Report From World View Editing10) Impact of Online Reviews From Marketing Tech BlogWho else has created amazing infographics this year?Image credit: takingthemoney Topics: Originally published May 7, 2012 9:00:00 AM, updated February 01 2017 Infographics 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

Today’s Top 3 Google I/O Announcements Marketers Should Know

first_img Topics: Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack During (Features That Enable Attendees to Share Photos): By enabling “Party Mode” on their mobile device, any photo an attendee takes on their device will automatically get added to the event in real time. When other attendees turn on “Party Mode,” more photos will appear to other attendees.Event hosts can also project a “live slideshow” of the photos added during the event.After (Everyone’s Pictures in One Place):See everyone’s pictures in one place on the event page after it’s over.Read everyone’s comments on the page, documented in chronological order.Browse by popularity, photographer, or photo tag.Marketing TakeawayGoogle+ Events seems to offer a much richer experience than other social networks’ events features, Facebook in particular. If you’re hosting a marketing event and your audience uses Google+, Google+ Events might be a fun feature to try out. And with events season in full swing, now might be the best time to use this feature to drive more ticket sales, too. Just think about it — with the integration of Google+ into search results, your use of Google+ Events could be the extra push you need to see a growth in ticket sales from your organic and social channels. And if you’re trying to increase your Google+ following, the fantastic new features Google+ Events offers during the event is just the push you need to drive attendees to use Google+ to share their experience at your event.3) Google NowBuilt in as a new feature of Jelly Bean (Google’s newest Android 4.1 update, also rolling out in mid-July), Google Now combines what your mobile device already knows about your activity and everything you’ve previously wanted to know through your search history on the device to deliver you the right information at just the right time.By monitoring things like your usual route to work, how long it takes to arrive there, your favorite sports teams, your calendar, travel plans, and favorite local eateries, Google Now can tells you things like the day’s weather forecast at the start of your day, suggest alternative routes to work when traffic is bad, and notify you of you favorite team’s score when they’re playing a game.Check out Google’s video below for a better understanding of what Google Now does:Marketing TakeawayGoogle Now sounds a little bit like behavior-based marketing … for search, right? Only time will tell how this search trend evolves and how marketers should adapt, but as with any new trend, it’s important to be aware. And since Google is getting better at delivering content to its users, it’s critical your business increase the chances that your content is delivered.That means the importance of consistently pumping out content has never been greater. But not just any content, mind you — the content needs to be relevant to your audience. Do you know what your audience needs? Have you defined marketing personas around which you can create content? Are you continually trying to create content that answers their questions? If so, it’s much more likely Google Now will be able to return results for your content one of these day. This will be particularly important for local, brick-and-mortar shops that need to appear at the top of search results for mobile queries.What do you think of the Google I/O announcements from today? What other marketing implications do you see? Mobile Marketing Has the Google news been bombarding your RSS feeds today like it has mine? Feeling a bit overwhelmed? To be honest, I had to take a deep breath myself. Talk about announcement overload! Today was the Google I/O conference, so it’s no wonder that we have some new developments to sort through.But we’re inbound marketers, so we have to stay on top of these things. And luckily, you have us here to tell you what you need to know as marketers! So let’s review the top 3 announcements made at the Google I/O conference today that we should be aware of as awesome inbound marketers.1) Google+ for TabletsYou probably heard the rumors even before the news broke, but today Google officially announced its new tablet (Nexus 7), which is similar in price to the Kindle Fire, costing $199. Google also launched another Nexus-branded product called Nexus Q, a spherical social-streaming media device that can be hooked up to speakers or TVs, through which anyone can stream music or video powered by Android and Google Play. Along with these new devices, Google also announced a Google+ app specifically engineered for tablet devices. According to Google, the app design features a “stream that styles content based on popularity, type, and orientation; a ‘lean back’ Hangouts experience that’s great for the couch or common room; and crisper text, fuller photos, and easily-tappable actions like +1 and comment.” Below is a screenshot taken from Google’s slideshow showing the new tablet application: Originally published Jun 27, 2012 4:27:00 PM, updated October 20 2016 The Android version of the tablet app will roll out to phones today, and Google says the iPad version is coming soon. As for the new Nexus devices, they’re available for preorder today and will ship mid-July in the U.S.Marketing TakeawayTablet adoption is only increasing, and with new tablet devices popping up all the time, it only makes it more important for marketers to be optimizing their websites, emails, and other content for tablet devices. Announcements like this one should serve as a wake-up call for marketers who continue to put mobile optimization on the back burner. You should also consider whether Google+ should be a bigger part of your social media marketing strategy with the release of the Google+ app. If much of your audience uses a tablet, you might start seeing larger Google+ adoption among them, too. Marketers, it might be time to start experimenting with some new content on Google+ — maybe something visual to take advantage of that nice, crisp resolution!2) Google+ EventsGoogle also launched Google+ Events today, offering a richer, better way for users to connect before, during, and after events take place. Let’s run through the key features …Before (Features That Enable You to Set Up Your Invitation):Choose from beautiful-looking themes.Attach a personalized YouTube video greeting.Include creative animations.Automatically sync with Google Calendar.last_img read more

Is it Time to Kill Lead Nurturing as We Know It?

first_img For lead scoring, a switch from lead stages means a switch from using scores to track movement through funnel stages — which, again, is today’s peak of sophistication. Scoring reverts to its original purpose of deciding which leads are ready for sales. lead stages exist. lead scoring ‘s movie suggestions), and it can be based on the same predictive modeling technology used by consumer marketers. And, just as Amazon and Netflix offer more than one option, nurture programs should also offer several items — within limits, since too many choices can depress response. There’s an important humility in offering choices: it recognizes how poor we are at predicting what people want. offers Topics: It may also be that buyers’ interests are especially fluid early in the purchase process, which is where marketers are most involved. Behavior may track the structured stages more closely as the purchase approaches and salespeople can shepherd buyers through the process. But I don’t have any evidence for this either. fair amount of research they included. In this view, the measure of sophistication is the offer selection methods: the least sophisticated approach is a fixed sequence that pretty much ignores actual lead behavior, and the most sophisticated is one that best predicts which combination of offers generate the highest acceptance rates and best long-term results. , although I bet he didn’t originate it. instead of picking books and movies developed by others. But there are ways to overcome both those problems and other obstacles as well. What’s really needed is a change in mindset. Techniques will follow. to determine which stage a buyer is at. Yet that’s exactly how today’s most sophisticated marketing campaigns are built. To doubt is heresy. *Or not. There is some ** Within lead nurturing programs , leads should be offered whatever materials they are most likely to select next. The options would be based on their demographics, recent behavior, and behavior of others. This is exactly the same as offering customers the products they are most likely to buy (think Psst. Wanna know a secret? I’m no longer sure that The point is this: should add a “like” button that lets sales rate each lead: in fact, that would probably be a bad idea. It would be simpler and more effective for the system to check how much activity sales has invested in the lead within, say, thirty days of receiving it. Leads that sales are working are, by definition, leads that sales considers worthwhile. Leads they don’t work should never have been sent to them. . marketing automation systems how they relate to buyer personas Originally published Jul 18, 2012 4:30:00 PM, updated October 20 2016 Sam Rayburn If buyers don’t move through a fixed set of stages, then it doesn’t make sense to structure lead nurturing programs to move them from one stage to the next. As I mentioned earlier, consumer marketers have already made a science out of those types of predictions. B2B marketers have rarely used similar techniques. Some of the reasons may reflect real differences in the business situation: B2B volumes are often too low to allow much statistical analysis, and it’s harder to offer a wide variety of options when More specifically, the goal is predicting which leads the sales force will like. I chose the word “like” carefully — it’s not a question of whether sales will accept a lead, but whether they’ll decide it’s worth sustained effort. This doesn’t mean that Nor should we use David Raab Rethink Lead Scoring Systems demand generation consulting agency Although providing options may seem simple, it’s a radical departure from current best practice in marketing campaign design. Today’s gold standard is a sequential campaign with complex branching structures. Sophistication is measured on the number and depth of branches and Amazon Customer Experience Matrix Netflix 1) Rethink Lead Nurturing Campaigns debate over AIDA origins This approach doesn’t magically solve the problem of connecting marketing leads to sales activities, which is the central challenge with any lead scoring process. But it’s easier to capture sales activity on marketing-generated leads than to link to those leads with actual revenue. More important, basing the lead score on an objective outcome avoids the typical method of using arbitrary criteria negotiated between Sales and Marketing. This negotiation may have some benefits of its own — anything that gets Sales and Marketing talking to each other is probably worthwhile. But it relies mostly on the folk wisdom of the sales department, which is not necessarily correct and almost surely ignores some available data. By contrast, an objective measure like sales activity can be fed into predictive modeling routines that use all data, produce optimal scoring formulas, and automatically adapt to change over time.  questioning the validity of AIDA and similar “hierarchy of effects” models. The fundamental criticism is that decision-making is more emotional than AIDA assumes. I’d also suggest — admittedly without empirical proof — that B2B buying teams flit among stages in no particular sequence, depending on who asks what questions at any given moment. This randomness is abetted by the internet, which makes all stages of information equally accessible on demand. But I suspect the process was equally chaotic before the internet began. you have to create all content yourself . The post is an adaptation of an earlier post that David wrote on his own blog, .  Of course, an idea as powerful as sequential lead stages never dies completely. A choice-based approach needs to offer a full range of contents, and the most logical tool for inventorying those materials is a matrix of lead stages by persona. But while the content matrix helps you cook a full range of dishes, choice-based campaigns let you offer them as a buffet rather than a fixed-course dinner. If a customer wants to eat dessert first, why argue? Still, doubt is easy. Any jackass can kick down a barn**. I wouldn’t discard the lead funnel without offering a better alternative — and by better, I specifically mean more effective at producing productive leads. Here’s my two-part, modest proposal … ‘s book recommendations or , the vice president of analytics and optimization at Left Brain DGA, a Passing Leads to Sales This article was written by . But a campaign that just presented the most relevant materials would have a vastly simpler structure — one big loop that keeps coming back with another message. The messages themselves would only differ in which And yet … we all know in our heart of hearts that real buyers don’t follow such an orderly sequence. Indeed, there has been a 2) I know I shouldn’t admit it. After all, lead stages have been around since 1898, when Elias St. Elmo Lewis proposed the AIDA (Awareness, Interest, Desire, Action) sales model.* They’ve survived because they make intuitive sense and because they’re a useful way to organize marketing programs. 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