The ABCs of Off-Page SEO Tactics

first_img What other tips do you have? ymarketing Develop Unique ContentDevelop written content that invites people to click or take action several times in the text. Promote additional free content where you can track, interact with, or engage the reader in a social mediaplatform.Note: Consider using social platform API’s to allow users to join your site using social networking login credentials.Make your content easy to share! 
If your article is a downloadable document, consider adding a twitter button to a PDF, then add a Social Media Widget to the pages of your document. If your article is being submitted to directories, add links in the resources sections of your submissions to your social sharing site. Use articles to promote additional web assets: SEO best (and worst) practices link building and Off-Page SEO Hosted Content (social networking sites, image sharing sites, profile sites) @googlegirl , who manages SEO and Inbound Marketing campaigns for ecommerce and lead generation clients, and a provider on the . The following is a guest post by Tina Rawlins. Rawlins is a Digital Marketing Specialist for blog for or read her Send article content out to a few friends, family, and coworkers and ask for their responses. Find a few people who represent your target audience and get their responses. Specifically ask them to evaluate your article and give their honest opinions. Your article is a long term marketing asset. Your social network can give you important feedback on the voice, length, and resources of your article. On-Page SEO First, understand that while there are nuances to SEO approaches, the fundamental truth is that proper SEO should include efforts in the two primary areas that contribute to a site’s search rankings by search engine algorithms: Downloads or Whitepapers using tracked links Promote RSS Feed URLs Originally published Aug 25, 2010 9:00:00 AM, updated October 20 2016 To help clarify your off-page SEO approach and enable your organization to move forward, we’ll explore the ABCs of SEO tactics, beginning alphabetically with A, for Article Marketing. Follow-up blog posts will explore Blog Marketing, Comments & Ratings, Directories & Profile Building, and more.center_img and off-page SEO. What search engines can determine about the linking structure of other sites, and the sites inter-related to those sites, in relation to your site. Links to Promoted Blog Articles A is for … Article MarketingA well written article contains targeted content for publishers and often subtly advertises products and services. Most articles are hosted by article directory sites and reprinted by webmasters with topical content needs. Including keywords and links within articles adds SEO value to advertisers. Be Clear and DirectCreate an article that is direct about the value you mention in your title. Do not repeat your title in the subtitles. Typically articles are 400-800 words. Consider separating your article content into smaller portions and adding subheadings to create a web friendly format. Request Feedback services. You can follow her on Twitter at content and structure of your site Bookmarked or promoted website pages in Digg and similar sites . So what can companies and marketers do to sift through the noise of Unique Video or Flash Views on a landing page Unique Title Mentions in Twitter . SEO and Social Media Create Unique HeadlinesReview your unique titles in the search engines to track your article pickup. Also review your website analytics for referrers as an indicator of traffic from article directory sites.
 HubSpot Service Marketplace 2. Off-Page SEO Factors: What search engine crawlers can discern from the Natural Search Engine Optimization (SEO) can be a confusing and contradictory topic even amongst the industry’s most recognized experts. Organization, directories, trade events and publishers (online and offline) can endlessly debate the finer points of Topics: 1. On-Page SEO Factors: 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

Google Launches Facebook Competitor Google+

first_img Originally published Jun 28, 2011 4:38:00 PM, updated October 20 2016 Google Updates Marketing Takeaway Video Chat and Photos began rolling out to early users today. It will be a long time before we know if Google+ is a true social networking competitor and worth the time and effort of marketers. Until then, let’s take a quick look at what Google+ actually does. when you can start using the platform. Social networks aren’t anything new. Today, however, Google made news with its biggest attempt to date to take hold of the social networking market. After a year of development, When it comes to photos, Google has a section for viewing, managing, and editing images and video. A Google+ user can see all of the images he or she has, but unlike Facebook, it is more than just photo tagging. Users can edit images, add photo effects, and edit sharing options. Google has also create Hangouts, in hopes of increasing the adoption of online video chatting. The idea is to have designated chats that members in a group of friends could easily find and join. It is clear that Google knows that the next step of its business is social. Marketers should understand that, with moves like Google+, search will only continue to get more social. Having and growing a social media presence will be critical to generating inbound leads in the future. That said, Google+ does lack the simplicity that enables Google Search to be successful. As marketers, we will need to understand how Google+ is adopted and how Google integrates it with other valuable properties like Google Search and Google Maps. Content Discovery Circles+ Google+ is currently available via invite only, but you can sign up to be notified Topics: The foundation of Google+ is something called Circles+. Google’s belief is that existing social networks like Facebook and Twitter have failed at letting users connect with subsets of friends in an easy way. Friend lists were add-on features of most social networks, but they are at the foundation of Google+. Circles+ is a drag and drop system for organizing friends into different groups. With Google+ comes yet another feature, Google+ Sparks. Each Spark is a collection of content on a subject that pulls in information using Google technology like Google Search. Sparks places Google not just in the content sharing business but also in the content discovery business. In addition, Google will be launching a mobile version of the entire Google+ system, starting with the Andriod operating system. Google+ Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more

3 Great B2B Uses of QR Codes

first_img Brand Experience Topics: We have said it before, but it must be said again: QR codes are here to stay. While most businesses commonly see them as a B2C tool, they can it fact be very useful for B2B interactions, too. If you are looking to connect offline and online marketing efforts, reach other businesses, and generate leads, here are a few tips and tricks for using QR codes that can be very useful.1) At Conferences & EventsQR codes can be a great tool for marketers to use at conferences, events, and trade shows. At Dreamforce, for example, HubSpot put QR codes on everything: handouts, unicorns, presentations, and our stand-in. It gave our visitors an easy way to gather information from us quickly without having to jot anything down. During the HubSpot sessions, attendees could quickly get a copy of our presentation to take notes or follow along. The key was to put the QR code in as many places as possible to make sure anyone could access information quickly and easily.The next time you’re participating in an event, consider places you could add a QR code to content you produce. Configure the QR code to send people who scan it to a targeted landing page on your website, especially one with a form to help you generate leads for your business.2) On Business CardsIt’s a pain to transfer a person’s information from their business card into your contact database. You need to input their name, title, email address, and phone number. But some people are making this easier now by putting QR codes on their business cards to shorten the process. By scanning the QR code, all of the information from the card can immediately be pulled into your contact list, making a normally tedious process much shorter and more efficient. This can be a much easier way to capture leads you generate from in-person communication and networking. In B2B, anything that can be made easier or more efficient is helpful.3) In Print AdvertisingWhen people see advertisements in newspapers, magazines, or signage, they often ignore them. But with a QR code, many people become interested in what other information it leads to. A QR code can help your print advertising stand out and actually help a business connect with other businesses. Moreover, QR codes can help businesses gauge the success of the ad by knowing how many people scanned the code and visited the landing page (and even converted!) on their website. With the millions of ads that people see every day, a QR code can help it stand out and make an impression.Marketing TakeawaysMaking information easily accessible to your target audience makes all of the difference. Using QR codes will allow you to provide more information than you normally would have been able to in a simple, condensed fashion.As a best practice for B2B QR code use, always be sure to link the QR code to a targeted landing page on your website that includes a lead generation form. QR codes are not only useful for directing traffic to your website. They can also be useful for generating leads, so test different offers and optimize the performance of your QR code usage!What other ways are you using QR codes? Originally published Oct 3, 2011 1:00:00 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 SlackSlacklast_img read more

Websites Get Traffic From 16% Fewer Keywords After Google’s SSL Change [New Data]

first_img This change also appears to penalize websites that produce more content on more keyword variations, as they have more opportunities to lose out on that long-tail. Those keywords may only drive one or two visits a month each but together represent many thousands of visits. For one extreme example of this, , set it to ‘Organic Search,’ and then set the date range to an early October time period the HubSpot blog received traffic on 8,082 different keywords in the October period of time, but on only 4,846 in the November period The Impact of Google’s SSL Change on Keyword Diversity . All statistics were calculated at a 95% confidence interval. To determine the difference, we examined their traffic from the first seven business days of October and the first seven business days of November, and we made sure that they received similar amounts of How Google’s SSL Change Penalizes Websites With Keyword-Diverse Content open up your In our sample of websites using HubSpot’s Topics: . the average HubSpot customer is now receiving traffic on 16.19% fewer keywords For HubSpot Customers Search Engine People Blog we reviewed last week on the blog Google’s recent change of using SSL to encrypt search traffic has affected the analytics data marketing analytics tools Keyword Optimization available to marketers. But that’s just one part of the whole story. It’s also very important to determine how much of your organic search traffic is now unidentifiable and understand how to handle those circumstances. Google ostensibly made this change to provide additional privacy to its users; however, this is also at the very dear cost to many marketers of understanding how their visitors are finding their website. While Google’s truthfulness and rationality are up for debate, we are doing additional research to better understand how this change impacts the typical web marketer who is working to grow his/her business and generate leads. than in the month before this change. The amount of traffic that they receive is similar in that time period, but many of the visits are now lumped into the “Not Provided” bucket. , (within 10% of each other) during each time. This way, we could be certain that the data wouldn’t be influenced by big announcements or seasonal shifts that could radically alter their data. We then recorded the number of different keywords that the website received traffic from in the first seven business days of October vs. the same for November. The maximum difference seen was 40.04% fewer keywords, where the average was 16.19% fewer keywords. The standard deviation was 11.33% with a confidence interval of 1.07%, meaning that about 68% of websites received traffic from between 4.86% and and 27.52% fewer keywords than they did in the same time in October. This decrease of over 40% of our keywords for the blog is having a dramatic impact on how we review, plan, and think about the content we produce for our visitors and subscribers. Here’s how to review these changes for yourself and analyze the impact on your keyword strategy: Bycenter_img We will continue to analyze this data and the impact it has on marketers as this continues and we are able to better study the impact it has on websites. It is clear that the the SSL search change has had a major impact on how marketers are able to If you’re a Google Analytics user instead, select one time period and then navigate to Traffic Sources -> Sources -> Search -> Organic In addition to our published research last week, we did an additional survey of HubSpot customers and analyzed our own website’s data to look at the number of traffic-producing keywords they received before and after this change. This is a valuable number, because it helps give clarity to the success of your (like the first 7 business days). Scroll to the bottom of the organic search section, and record the number of keywords you received traffic from. Then do the same for November, and inspect the difference. The number is presented at the very bottom next to the ‘Export’ button in HubSpot, like in this image: Have you noticed a significant loss of keyword intelligence? Tell us about it in the comments below. organic search traffic Sources report . Inspect the number at the bottom, right-hand corner of the data table. Then repeat for the other time period you are interested in. Try to keep the time periods similar (e.g. use the same number of business days if your traffic arrives primarily during the week), and measure the difference. This can help you understand exactly how Google’s change to using SSL for some searchers is impacting your keyword intelligence. Marketers: What Now? For Google Analytics Users and long-tail keywords. Websites that are executing inbound marketing and content creation successfully will receive visits on many different keywords, especially similar variations of long-tail keywords for which they’ve optimized their website and blog. The intelligence derived from these visits drives future content production and optimization efforts, and so it repeats. When Google takes away this intelligence, an inbound marketer’s job becomes dramatically more difficult. inbound marketing strategy Last week, we reviewed how Image Credit: If you’re a HubSpot customer, , and it is very important for marketers to understand the change and what it means for their business and its website. To clarify our sample and methodology, we examined 50 HubSpot customers who receive significant traffic from organic search (defined as at least 2,000 visits a month from organic search alone), as well as HubSpot’s own website and blog. All of these websites were also in the data sample that Originally published Nov 16, 2011 9:00:00 AM, updated October 20 2016 measure their organic search success Brian Whalley 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

31 Fluffy Buzzwords Marketers Overuse and Abuse

first_img Marketing Resources Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Topics: Originally published Jan 26, 2012 3:45:00 PM, updated July 28 2017 Let’s be honest—marketers have quite the repetitive vocabulary, and we tend to get in the habit of using the same words obsessively around like-minded people. To the outside world, we could be repeating the phrase “meat-and-potatoes, meat-and-potatoes” over and over, and it wouldn’t make a difference. So to optimize our communication’s effectiveness, let’s strategize more efficient messaging to change the perception around marketers’ conversations and engagement. Whatever that means.Here Are 31 Fluffy Words Marketers Use Way Too Much:1. Strategize: To create a plan-of-action to achieve a certain goal2. Personalization: Alteration of a piece of content to fit a specific individual3. Conversation: An exchange of words or ideas between two or more individuals4. Impression: A single view of a piece of content on the internet; a set of eyeballs that saw something5. Share-of-Voice: The percentage of people that a company owns for a specific topic or niche6. Brand Equity: The value of a brand based on the public’s perception of it7. Perception: A person’s personal opinion of something based on their own context8. Positioning: The angle used for a specific piece of content9. Engagement: Activity between a group of people around a company, concept, or each other10. Listening: The act of consuming content or messages from others11. Utilize: To use something….somehow13. Effectiveness: A quality describing whether something or someone was able to complete a certain task or goal…or not14. Efficiency: A quality describing whether something or someone was able to complete a certain task or goal based on the amount of effort the person planned to use15. Organic: The quality of something achieved without financial support or paid online efforts (meaning you got it without spending any cash money)16. ROI: Also known as “return on investment”—another buzzword! How much you got for how much effort or money you put in17. Campaign: A bundle of actions that work together to achieve a certain goal18. Synergy: The combination of two actions or ideas in one effort (more scientifically known as the red + blue = purple effect)19. Evaluate: To reflect on a certain action, hopefully using numbers, to decide if the action was effective (hehe) or not20. Awareness: A “measurement” of the public’s knowledge of something—like a company, campaign, or person21. Branding: The act of associating a certain feeling, image, or idea with a company. What do you think of when you think of HubSpot? 1, 2, 3…GO!22. Buzz: The amount of chatter around a certain idea, company, etc. This can be in the form of social content or even in normal, everyday conversation.23. Viral: The quality of content items that are naturally shared from person to person in rapid succession (’cause they just can’t help themselves!)24. Empower: To inspire a person or group of people to do something on their own25. Optimize: To improve an object’s ability to complete something, so that object can complete that action either harder, better, faster, or stronger26. Streamline: To improve a series of processes so it takes less time or effort to complete the desired task27. Messaging: The central concept or idea that a marketer wants a person to understand when consuming a piece of content 28. Alignment: The shared goals and coordinated efforts of two parties to make something happen (think SMarketing)29. Transparent: Open about one’s intentions and inner-workings, as well as open to feedback and able to admit mistakes30. Authentic: True to one’s nature instead of putting on a front or putting up a facade31. Influencer: A person who is capable of convincing a group of people to think a particular way or perform particular actions. Now go share this blog post.As a marketer, at the end of the day, being clear, direct, and thoughtful with our words is going to work best when communicating to others—in writing and in speech. So don’t get in a marketing vocabulary rut (even we’ll admit we’re sometimes guilty of it). Instead, say what you mean, and you will be rewarded with better results.What other fluffy buzzwords can you think of?last_img read more

Pinterest FAQs, Browser Bookmarks, and More in HubSpot Content This Week

first_img Originally published Feb 9, 2014 8:00:00 AM, updated February 01 2017 Topics: Pinterest Marketing Here’s a question: How do you become a better inbound marketer?  Well, for starters, there’s experience. By showing up everyday, putting in the work, and learning from those around you, you’ll naturally get better at what you do. Practice, after all, makes perfect.But for those marketers who have a healthy obsession with self-improvement and want to become inbound marketing experts, there’s a lot you can do to fast-track your progress. From checking out the best content on the web for inspiration, to leveraging tools that make you more efficient, to reading up on advice from industry experts, there are quite a few educational resources online that can help you become a better marketer.Not sure where you can find those resources? Just scroll down and you’ll find plenty featured on Inbound Hub this past week.20 Browser Bookmarks Every Marketer Should Install [SlideShare]Looking for some online inspiration for your marketing? You could do a simple search for what you’re interested in. You could also find some good stuff on Twitter, LinkedIn, Facebook, and the like. Or, you could simply check out these awesome marketing articles, tools, and other resources that we’ve collected and neatly packaged for you. Go ahead and bookmark ’em — you’ll never be at a loss for inspiration.Pinterest FAQs: Answers to 11 Questions You’ve Always Wanted to AskHere’s the thing: If you want to become a master of a particular tool or discipline — including Pinterest — asking questions is indispensable to helping you learn. In this new post, we’ve compiled (and answered) 11 of the most common questions we’ve heard about Pinterest to give you the down-low on best practices for the social platform.How to Brainstorm Content Ideas in a Fast, Easy, Visual WayIf you’re a marketer with 99 problems, there’s a good chance content creation is one of them. And for many marketers, it isn’t actually the writing or creating that’s the problem — it’s figuring out what the heck you should create! In this recent post, we present to you our Content Brainstorming Key: an interactive document that guides you through the content ideation process.How to Write Effective and Engaging Meta DescriptionsThe best part about this post? Its meta description is about writing meta descriptions … how meta! In the post from our Insiders section, we show you how to turn the unceremonious meta description into a compelling call-to-action that convinces searchers to click through to your content.”They Said Email Was Dying”: How BuzzFeed Revived the Email NewsletterWhen thinking of the websites you can look to for marketing advice and inspiration, BuzzFeed probably wouldn’t be the first site you think of. But guess what? When it comes to email newsletters, BuzzFeed is one of the best. Need proof? The site offers 14 different newsletters to cater to different interests, and all of its emails are mobile-optimized. Hit the jump to learn more!How Salesforce Reached $3B in Revenue by Improving Management ProductivityWish your sales organization was a lean, mean, money-making machine? Good news: Elay Cohen, Salesforce.com’s former SVP of sales productivity, has some great advice for you. In his post, featured on Inbound Hub’s Sales section, Elay walks through three key steps to improving management productivity.Check Out This Insane Super Bowl Ad That Hardly Anybody SawI think the moral of this Dan Lyons story — which ran in our Opinion section — is this: No matter how small, local, or niche your business is, you can still make a splash with stellar content. Dan highlights a ridiculously action-packed Super Bowl ad for a personal injury lawyer that only aired in the Savannah, Georgia area. Words can’t really do it justice … but I promise you that “justice” is a major theme in this explosive TV spot.What was the most interesting thing you learned this week on Inbound Hub? What do you want to see more of? Leave your feedback in the comments! 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

Facebook Says These Are the 15 Best Brands on Facebook

first_img Topics: On April 29, Facebook announced the winners of the third annual Facebook Studio Awards — Facebook’s way of recognizing brands and agencies from around the world creating great campaigns. With 1.28 billion monthly users and access to a trove of consumer data, companies of all shapes and sizes have integrated the social media platform with their marketing in an attempt to attract and engage today’s digital consumers. The winners of this year’s Facebook Studio Awards were selected based on three criteria:1) Craft & ExecutionQuality of visuals, aesthetics, and copywritingImpact in peoples’ News FeedsRelevance to audience and brand2) Scale & ExecutionDid the campaign reach the intended audience?Did you reach people where they spend the most time on Facebook’s News Feed and mobile?Use of Facebook marketing products to extend campaign reach3) ResultsCampaign impact on overall business goalsThe ROI of the campaignSo, without further adieu, here are the companies and agencies who created the most engaging and successful campaigns on Facebook in the past year …Blue Awards: The Best of the Best 1) If We Made ItAgency: Droga5Client: Heineken USAThis year, the average 30 second advertisement slot during the Super Bowl cost four million dollars. The “If We Made It” parody campaign was Newcastle Brown Ale’s creative way of stealing the spotlight at a fraction of the cost. Newcastle’s “If We Made It” Campaign satirically showed the world what their Super Bowl campaign would have looked like, if only they could have afforded to actually create it.The campaign featured teasers for the ads they would have made. They announced actress Anna Kendrick and football Hall of Famer Keyshawn Johnson as the stars they would have used in their commercials. Newcastle even released the storyboards and the footage of the focus groups that would have been, for the campaign that never was. Facebook StatsOver 5.6 million impressionsOver 1.3 million engagements1.16 million video views69,000 Likes16,000 shares8,000 commentsThe Big PictureBrand awareness grew 5%Purchase consideration grew 19% among their target2) Facebook for Good Blue Award: Trial by TimelineCompany: Colenso BBDOClient: Amnesty InternationalAmnesty International is a New Zealand-based human rights organization committed to the civil liberties of every person on Earth. The purpose of the Trial by Timeline campaign was to highlight that a person’s civil liberties should never be taken for granted.Trial by Timeline analyzed Facebook users’ personal profiles, looking at who you were friends with, everything you had ever Liked, posted, or written, as well as all of your personal information. Then, taking into account everything that you had ever said or done on Facebook, Trial by Timeline sentenced Facebook users to hundreds of punishments that they would have received in various parts of the world.The campaign has attracted 340,000 unique visits with an average visit duration of 7:27 minutes, and increased the Amnesty International New Zealand Facebook community more than 500%.Gold Awards: The Best of the Rest1) Facebook for Good Gold Award: Bentley BurialCompany: Leo Burnett Tailor MadeClient: ABTO — Brazilian Association of Organ TransplantThe Bentley Burial campaign was designed to draw attention to the problem of burying healthy organs that could be used to save lives. In order to achieve this goal, Brazilian millionaire, Count Chiquinho Scarpa, posted on his Facebook Page that he was planning to bury his half-million-dollar Bentley. Scarpa then used his Facebook page to convince Brazilians he was serious by posting pictures of the preparation for the burial.The campaign drew remarkable media coverage. On the day of the burial, Scarpa announced in front of all of Brazil’s major media outlets that he would not actually bury his car. He then used the opportunity to draw parallels with the car burial, and organs being buried when they could be used to save lives.The campaign reached more than 172 million people through social media and organ donations increased by 31.5% in a single month following the Bentley Burial campaign.2) Try My HybridCompany: Saatchi & Saatchi NorwayClient: Toyota NorwayTry My Hybrid is a service featuring real Norwegian Toyota hybrid owners who allows strangers to test-drive their cars at no cost. Toyota then turned to their Facebook page to promote the campaign and to recruit hybrid owners to take part in the Try My Hybrid service.The campaign resulted in 1.65 million unique visitors to the Try My Hybrid website as well as hundreds of PR stories and a number of awards. Silver Awards: Tier Three1) FootifyFMCompany: Clemenger BBDOClient: National Australia BankThe NAB, a major sponsor of the Australian Football League, noticed that despite being the third most multicultural country in the world, their biggest sporting events were still only being broadcast in one language.FootifyFM culminated in a live broadcast of the 2013 AFL Grand Final in Australia’s 10 most popular languages. The site used Facebook to find commentators for each of the 10 languages and to build awareness of their initiative to bring Australia’s national sports everyone.2) Léon VivienCompany DDB ParisClient: Musée de la Grande Guerre (Museum of the Great War)The Léon Vivien campaign was carried out entirely using a Facebook company page. However, rather than create a typical company page, the page focused on telling the personal story of Léon Vivian, a man who lived through WWI. The page was treated as if it were 1914 again and Léon was updating the page himself discussing his thoughts and sharing images with the world.The Facebook page attracted 50,000 fans in just two weeks as well as 7,500 shares and 6,500 comments. The Museum of the Great War saw a 45% increase in museum visitors following the Léon Vivien campaign.3) Social FlyerCompany: North StrategicClient: FGL Sports Ltd.For decades, Sport Chek’s promotions were featured exclusively on their paper flyer. The company realized that people were no longer reading the paper flyer and that their target market of 18-34 year olds was consuming most of their media online. In order to reach this demographic, Sport Chek created the Social Flyer — a digital version of the paper flyer — on Facebook. Sport Chek has engaged an audience of more than 700,000 fans and saw a 1.6x positive return on their Social Flyer campaign.4) Facebook for Good Silver Award: The Most Powerful ArmCompany: Finch, Havas Worldwide AustraliaClient: Save Our SonsTo raise awareness about Duchenne Muscular Dystrophy (DMD), a disease suffered by young males that results it loss of motor function in the arms and legs before the age of 13, Save Our Sons created “The Most Powerful Arm Ever Invented.”The mechanical arm signs signatures on a petition to the government asking them to match all donations dollar for dollar. Anyone can sign the petition by going to TheMostPowerfulArm.com and allowing the website to access their basic Facebook information. People can then watch as the robotic arms signs their name on the petition via live stream. A picture of their name is then immediately posted to their Facebook timelines to help spread awareness about the campaign and to encourage others to sign the petition as well.The campaign generated over 6.5 million Facebook impressions and, more importantly, resulted in over 32,000 signatures. 5) The Smart Phone LineCompany: Colenso BBDO/AIM ProximityClient: Samsung New ZealandSamsung used Facebook and Twitter in order to get their fans to launch the new Galaxy S4 smartphone for them. Rather than have customers wait in line outside of their stores for the new product, Samsung had their fans wait in a virtual line on Facebook and Twitter.Every day for the last two weeks leading up to the launch, Samsung gave people who had signed up for the virtual line features of the new product to promote via their social media accounts. The more engagement people’s posts generated, the further ahead they would move in the virtual line.The campaign resulted in 51,728 Facebook stories and the total number of people reached through organic sharing on social media was 15,345,413.6) Wendy’s Bacon Portabella Melt on BriocheCompany: VMLClient: Wendy’sWhen tasked with selling the new burger, the advertising agency realized that the biggest problem would be to convince people to order the new burger despite its challenging name.To spark conversations and awareness about the new burger online, the agency decided to butcher the pronunciation of the bun in their own advertisements. As expected, the ads received thousands of comments from people eager to criticize the advertisers for their mistake.  The campaign resulted in 1.7 million total engagements and Wendy’s attracted more than 50,000 new Facebook fans.Bronze Awards: Tier Four1) Made By YouCompany: FoxyMoronClient: Worldwide MediaThe magazine Femina India created the first fully crowd-sourced magazine issue by giving Indian women the chance to run the magazine themselves.The ‘Made By You’ Facebook application was then launched and focused on the simple idea that the magazine offered women the space to share their own stories. The application was used to collect basic information about the women and their personal stories. The company also used Facebook ads and promoted Facebook posts to grow awareness. The campaign reached a total of 2.97 million Facebook users, 12.1 million Facebook impressions, and resulted in 41,435 new fans.  2) Playland Hot SeatCompany: Rethink CommunicationsClient: PlaylandPlayland sent eight teenagers to Vancouver’s premier amusement park for free. The catch: Playland’s Facebook fans controlled their experience, selecting the rides. All of the action was captured using GoPro cameras and relayed to the Facebook audience via live stream. By engaging with the Playland site and content, fans were given more control over the teens and fans could also play trivia games to win prizes. The campaign reached 266,775 Facebook users and generated 566,914 total impressions and 28,961 fans in the process. 3) Reclaim Your AngusCompany: 72andSunnyClient: CKEWhen McDonald’s discontinued their angus burger, their customers took to social media to voice their discontent. Carl’s Jr. & Hardee’s saw this as an opportunity to go after some of the McDonald’s customer base. The company created videos featuring CKE’s CEO responding directly to fans and uploaded them to Facebook as sponsored stories. CKE also used the Facebook Power Editor to target angry McDonald’s fans. 4) The Hornbach HammerCompany: HEIMAT BerlinClient: Hornbach Baumarkt AGHornbach announced on its Facebook page that it had purchased a tank, but did not reveal what the tank was actually for. Through Facebook posts highlighting the transformation, Hornbach slowly revealed that the tank was being transformed into a new product, the Hornbach Hammer.There were only 7,000 Hornbach Hammers created and the first sales were limited to Hornbach Facebook fans. The awareness created on Facebook caused the hammer to sell out just two hours after it officially went on sale in stores and online.5) The Longest Bench In The WorldCompany: ContextaClient: SO Appenzeller Käse GmbH (Appenzeller cheese)Appenzeller cheese advertises their famous Swiss cheeses with three herdsmen on a bench in Appenzellerland Switzerland. The company used their Facebook page to invite their fans to participate in the attempt to break the world record for the world’s largest wooden bench.Through Facebook, Appenzeller fans could reserve their own personal seat on the bench and view step by step images of the construction. Within just a few days, 660 meters of seating on the virtual bench had already been reserved by fans. Throughout the course of the campaign, Appenzeller attracted more than 6,000 new fans, a 150% increase, as well as half a million people from 66 countries around the world that became aware of Appenzeller cheese as a result.Which of these campaigns is your favorite? Brand Awareness Originally published May 2, 2014 11:00:00 AM, updated July 28 2017 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more

Talking Happy: 10 Phrases That’ll Make Your Customers Smile [SlideShare]

first_img The Art of Talking Happy from KayakoEnjoy this post? To read more content like it, subscribe to Sales. Customer Success Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack This post originally appeared on the Sales section of Inbound Hub. To read more content like this, subscribe to Sales.Happy ears aren’t such a good thing in business. But happy voice? A very good thing. Even the slightest error in phrasing can put a prospect off — which means salespeople spend a lot of time thinking about the particular words they use to pitch their products and converse with buyers.But no matter how hard a rep tries to weed out all of the overtly negative or unnecessary terms in their vocabulary, there are always going to be a few that fly under the radar.Even though certain words don’t seem insidious on the surface, they can strike prospects the wrong way. Offputting words = frowning prospects. And frowning prospects don’t sign contracts. What are some of these deal-destroying words? Kayako has identified such 10 verbal culprits in this SlideShare, and provided happier suggestions that will make both salesperson and buyer smile. Turn those frowns (and perhaps any negative sales trends) upside down.center_img Topics: Originally published Feb 7, 2015 8:00:00 AM, updated February 07 2015last_img read more

Ben & Jerry, theSkimm & Apple: The Inspiring Stories of 10 Famous Co-Founders

first_img Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Topics: Marketing Case Studies Originally published Mar 11, 2016 8:00:00 AM, updated July 28 2017 “Choose co-founders the way you would choose a spouse,” advises entrepreneur and author Danielle Newnham. “The reality is that you will, at least in the early days, spend far more time with your co-founders than your partner.”The co-founder relationship is perhaps the most personal of all business relationships. Co-founders are like the parents of a newborn business, and as such, they spend countless hours working (and arguing) together in order to see that business become successful.Some of the world’s most successful co-founders have had drastically different outlooks and skill sets, but it was often those differences that made the relationships work. Combine a sales-minded dreamer with a genius engineer, or combine a punk rocker with a hip-hop pioneer, and — as you’re about to discover — the sum can often be greater than its parts.The Inspiring Stories of 10 Famous Co-Founders1) William Procter & James Gamble (P&G)Source: P&GTalk about a co-founder relationship being personal: William Procter and James Gamble, co-founders of what would become one of the world’s largest companies, were brothers-in-law. Procter, a candle maker, was married to Olivia Norris, while Gamble, a soap maker, was married to Olivia’s sister Elizabeth. It was Olivia and Elizabeth’s father who convinced Procter and Gamble (his sons-in-law) to merge their candle and soap-making operations, citing that they were competing for the same raw materials (namely, animal fat and oil). So in 1837, they took their father-in-law’s advice and Procter & Gamble was born. Today, P&G is a multinational consumer goods company that employs more than 100 thousand people and has a market cap north of $200 billion. Some of its most successful brands include Crest, Charmin, Gillette, and Head & Shoulders.And to think it all started with a father-in-law’s simple suggestion. The moral of the story here: Always listen to your in-laws. (Or at least try to tolerate them the best you can.)2) Bill Hewlett & Dave Packard | HPSource: HP Memory ProjectIt’s unclear how Procter and Gamble decided on the order in which their names would appear, but for Bill Hewlett and David Packard, we know how they figured it out: They flipped a coin.The original garage entrepreneurs (garagepreneurs?), Hewlett and Packard became friends in 1934 after they had both graduated from Stanford University with degrees in electrical engineering. In 1938, they rented a garage in Palo Alto and started working on their first product: an audio oscillator for testing sound equipment. In 1939, they formalized their partnership and held their infamous coin flip to determine whose name got top billing.Hewlett and Packard both took an employee-centric view of management. And as a result, HP became one of the first U.S. companies to offer flexible work hours, profit-sharing, and several other employee benefits. As Bill Hewlett once noted, “What I’m most proud of is the fact that we really create a way to work with employees, let them share in the profits, and still keep control of it.”As partners, Hewlett and Packard always had each other’s back. When Hewlett went to serve in the Army during WWII, Packard ran the company on his own until Hewlett’s return. And similarly, when Packard stepped down as HP’s CEO to serve as the U.S. Deputy Secretary of Defense during the Vietnam War, Hewlett stepped up to take his place. Together, the two entrepreneur/patriots developed a company culture at HP that has persisted for decades.Today, the Palo Alto garage that Hewlett and Packard started out in is a California State Historical Landmark. It bears a plaque that reads “The Birthplace of the Silicon Valley.” 3) Danielle Weisberg & Carly Zakin | theSkimmSource: ForbesBoasting 1.5 million+ subscribers, theSkimm is an email newsletter phenomenon that’s changing the way people consume the news.TheSkimm co-founders Danielle Weisberg and Carly Zakin met while studying abroad in Rome, where — according to their About Us page — they bonded over “a mutual love of fried artichokes.” Both ended up as producers at NBC News in New York, and after listening to their friends constantly ask them for the latest headlines, they realized that the news media landscape was shifting.To capitalize on this shift, Weisberg and Zakin quit their jobs, moved in together, and launched theSkimm from their couch. “For two girls who grew up more ‘Morning Glory’ than ‘The Social Network,’ it took a lot of guts, and white wine, for us to make theSkimm a reality,” they wrote on their About Us page.Note: For a more in-depth look at how Weisberg and Zakin launched (and grew) theSkimm, check out our interview with them on The Growth Show.4) Bill Gates & Paul Allen | MicrosoftSource: ForbesNot all co-founder stories have fairy tale endings. And while Microsoft’s founding duo Bill Gates and Paul Allen both ended up multi-billionaires, their relationship didn’t exactly go up and to the right.Gates and Allen started out as childhood friends. Both attended the private Lakeside School in Seattle, where they bonded over a mutual passion for computers and BASIC programming. By the 1970s, both had moved to the Boston area — Gates to attend Harvard, and Allen (three years Gates’ senior) to work at Honeywell. It was there that Gates and Allen first learned about the Altair 8800, one of the world’s first personal computers. With the arrival of the Altair, Gates and Allen began to sense that writing (and selling) software for personal computers could be a big business. (Spoiler alert: They were right.) In 1975, the two formalized their partnership under the name “Micro-soft” and created their first product: a BASIC programming language for the Altair. Even in the early days, however, there was some strain on the co-founder relationship. Gates was adamant that they split ownership of the business 60/40 (in Gates’ favor), citing that he was still a student while Allen was able to earn a salary. A few years later, Gates fought to tip the ownership scales even more (to 64/36). And perhaps most egregiously of all, Allen once overheard Gates complaining about how unproductive he (Allen) had become, and how he wanted to dilute Allen’s ownership in Microsoft even more. Allen was battling cancer at the time.Allen resigned from Microsoft in 1983, but would remain on its board of directors until the year 2000.5) Steve Jobs & Steve Wozniak | AppleSource: The Next WebThe story of Steve Jobs and Steve Wozniak co-founding Apple in the Jobs’ family garage is perhaps one of the best-known co-founding stories ever. So for the sake of saving paper — errr, pixels — here’s the tl;dr version: Jobs and Wozniak met through a mutual friend. They were exposed to the latest personal computing technologies by way of the Homebrew Computer Club in Silicon Valley. The first product they collaborated on was a “blue box” for making free long-distance phone calls. Then, in 1976, they launched their first computer: The (retroactively named) Apple I.Unlike the Gates/Allen partnership where both founders were technologically savvy, with the Jobs/Wozniak partnership, the former was more of a sales-minded, “big picture” guy, while the latter was an electronics guru. Needless to say, that combination of skill sets worked out rather well for Apple’s co-founders.And while Hollywood might portray Jobs and Wozniak as constantly butting heads, that’s not how Wozniak remembers their co-founder relationship. “We never had a fight or an argument,” he told the Milwaukee Business Journal back in 2014. “We were always friends.”6) Rick Rubin & Russell Simmons | Def JamSource: NPRIt’s one of the more unlikely partnerships on this list: A 21-year-old NYU student who plays in punk rock bands (Rick Rubin) joins forces with the 27-year-old manager of the hip-hop group Run-D.M.C. (Russell Simmons). The result? One of the world’s most successful record labels, Def Jam.The year was 1984, and Rubin had just started dipping his toes into the world of hip-hop. He had produced the track “It’s Yours,” by T La Rock and Jazzy Jay, which got the attention of Simmons. After meeting at a party, the two instantly hit it off and start running a record label together out of Rubin’s dorm room. A year later, they released the first album under the Def Jam banner: LL Cool J’s “Radio.”By the end of 1986, “Radio” had gone platinum, Def Jam had released the Beastie Boys’ debut album, “Licensed to Ill” (which would go on to become the top-selling hip-hop album of the decade), and they had signed Chuck D.’s new group, Public Enemy.It was a good year. And it was a year that marked Def Jam’s transformation from a startup to a major music industry player. While Rubin would end up leaving Def Jam in 1988 to launch a new label, the original Rubin/Simmons partnership will always be remembered as a pioneering force in the music world. Perhaps their most notable contribution was folding the intensity of rock music into hip-hop music … something that had never really been done before. As Rubin once explained, “So up until the time of Def Jam, pretty much most of the rap records at the time were R&B records with people rapping on them. And then I think one of the things that separated our records from the ones that came prior was that they had more to do with what the actual hip hop culture was … the goal was to capture the energy that you felt at a hip hop club.”7) Linda Avey & Anne Wojcicki | 23andMeSource: BloombergIn some cases, the social impact a business could potentially have is more important to a founder than the business itself. That was the case with Linda Avey when she set out to found the genetic testing company 23andMe.As the story goes, Avey’s original business partner was on board for selling 23andMe’s testing kits, but was against Avey’s bigger plan: to build a massive genetics database for researchers, which could help lead to medical breakthroughs.As Avey was pursuing funding for the project, she learned about Anne Wojcicki, a biotech analyst at a hedge fund. Avey invited her to dinner. “She showed up in jeans with a backpack slung over her shoulder (loved that!),” Avey wrote about Wojcicki on Quora. After meeting with Avey several more times and learning more about the project, Wojcicki came to a decision: She wanted in. Avey was happy to have her, and the two worked together in a shared office to get 23andMe off the ground. 8) Ben Cohen & Jerry Greenfield | Ben & Jerry’sSource: One Life SuccessRemember: Building a successful company is a marathon, not a sprint. And this saying is especially relevant in the case of Ben Cohen and Jerry Greenfield, considering how they met. As Cohen explained back in 1995, “I met Jerry running around the track in seventh grade gym class. We were the two slowest, fattest kids in the class. I liked him because he was funny and smart, and you could count on him.”While Cohen and Greenfield remained friends through high school and college, their business partnership almost never came to be. Cohen had his heart set on becoming a potter, while Greenfield was planning on becoming a doctor. Fortunately for ice cream fans everywhere, no one would buy Cohen’s pottery, and no medical school would accept Greenfield. So after debating between starting a bagel business or starting an ice cream business, they chose the latter based on the lower start-up costs.Having grown up together in New York, Cohen and Greenfield eventually made their way to Vermont in search of a suitable location for their first homemade ice cream parlor. In 1978, they landed on a dilapidated gas station, which they fixed up themselves. By 1983, they were franchising Ben & Jerry’s stores and selling their signature ice creams (like Chunky Monkey) via independent distributors. By 1984, they had already topped $4 million in annual sales, and by 1985, they were donating 7.5% of their annual pre-tax profits to charity via the Ben & Jerry’s Foundation.”When we first started, it was just a lark. We never expected to have anything more than that one homemade ice cream shop, but now Jerry and I are millionaires,” Cohen once said. “Our relationship hasn’t changed at all … Food has always been our binding tie – food and our girth.”9) Larry Page & Sergey Brin | GoogleSource: The GuardianIn 1995, a 22-year-old Larry Page visited Stanford as a prospective computer science doctorate student. His tour guide? A 21-year-old Sergey Brin, who was already working on his computer science doctorate at the school.The two didn’t become friends right away, as both were very opinionated and considered each other “obnoxious,” according to a Wired interview. But as Page began researching how websites link between one another, and started building out technology that could identify all of those millions of connections, Brin became fascinated.By 1998, Page and Brin had joined forces, dropped out of Stanford, and — like Jobs & Wozniak and Hewlett & Packard before them — set up shop in a garage. In the early days, their Google search engine pulled in 10 thousand queries a day. Today, it’s estimated that Google receives 3.5 billion searches per day.10) Julia Hartz & Kevin Hartz | EventbriteSource: Vator.tvJulia had a great job working at FX Networks. Her Hollywood office even came with a view. But then she met her future husband, Silicon Valley investor and entrepreneur Kevin Hartz. First he asked her to marry him (she said yes), and then he asked her to co-found a company with him (to which she also said yes).Eventbrite, a self-service ticketing platform, was born in a wiring closet in 2006. Julia was in charge of customer experience and business operations, while Kevin — with the help of a third partner, Renaud Visage — worked on the product. Today, Eventbrite has a valuation north of $1 billion.As a husband and wife co-founding team, the dynamics of the relationship were obviously a bit different compared to the entrepreneurial norm. However, as Kevin said in an interview back in 2013, “When you’re working with founders, your fellow founders, that relationship is fundamental whether it’s romantic or not.”In that same interview, Julia commented on how the two were able to preserve their relationship as the business grew: “We had this law that we would divide and conquer, and wouldn’t work on the same thing at the same time. It just so happened we had complimentary skills so that was an easy thing to do.”Any other great co-founding duos out there that we missed? Tell us about them in the comments section below!last_img read more

15 Time-Saving Email Templates for Marketing & Sales [Free Guide]

first_imgWe waste a lot of time reading and responding to emails at work. So much so that many people have become obsessed with optimizing their time spent “dealing” with email — whether that’s putting limits on the number of times they check their inbox during the day, using a productivity method such as inbox zero, or investing in tools to manage the mess of incoming communications. One effective way to reduce the amount of time spent writing and perfecting emails while also improving the chance of your message being opened, read, and responded to is to create a library of email templates you’ve found to be effective.And you’re in luck because we’ve got a guide to get you started building out this repository. In our new ebook — 15 Email Templates for Marketing & Sales — you’ll find sample copy for commonly sent emails you can customize for your own communications. Included in the guide are templates for: Pitching a co-marketing campaign to an influencerRequesting a customer referenceReaching out to speakerPitching a guest post to an editorFollowing up after an in-person meeting And more!Cut down on the time you spend writing emails and improve your response rate by downloading the templates here.   Originally published Sep 29, 2016 6:00:00 AM, updated February 01 2017 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Email Templates Topics:last_img read more

11 Examples of Instagram Ads We Love

first_imgWhat makes you click on ads? Is it the cute picture of a puppy, the funny caption, or are you only motivated by a great deal?While there are plenty of studies and articles that allude to what makes social media advertising successful, ad performance depends largely on your ability to create ad content that feels natural or organic (aka native advertising). According to the Mobile Marketing Association, users spend 40% more time interacting with native ads than traditional display ads with double the brand recall.Download our essential guide to Instagram advertising here.Advertising on Instagram presents businesses with a unique opportunity because the Ads appear on the 500 million monthly active users’ Instagram feeds without interrupting user experience, similar in appearance to the organic posts their friends are sharing. Additionally, Instagram Ads are displayed based on user Likes and Follows on Instagram and Facebook, giving marketers the opportunity to target their advertising efforts even more precisely.In this post, we’ve featured Instagram Ads that impressed us (and in some cases, made us click) with actionable suggestions for your next Instagram Ads campaign.Why Launch an Instagram Ad CampaignHubSpot Co-Marketing Intern Ellen Bartolino penned a comprehensive checklist of the steps to take to launch a great Instagram Ads campaign on the Facebook Ads platform. It’s still early to evaluate their effectiveness in terms of results and revenue, but some agencies and researchers are already seeing positive signs for marketers.Brand Networks found that the overall cost per thousand impressions (CPM) on Instagram decreased from $7.04 in the latter half of 2015 to just $4.16 in the first quarter of 2016, and MarketingLand found that Instagram Ad costs are slightly lower than on Facebook with higher levels of engagement.With Instagram Ads, marketers can target users to increase views of blog posts and other content, direct traffic to a web page, promote lead conversions, encourage app installs, or generate video views.11 Examples of Instagram Ads We Love 1) Instagram for BusinessHere’s a somewhat meta example from Instagram’s own Instagram for Business account, advertising the new capability to advertise on the platform. They use recipe website Food52 as an example of what their ad content might look like so users can visualize it for their own business Instagram accounts.If you check out Food52’s Instagram, you’ll notice that the ad below isn’t much different than the organic content they post, which helps ads blend in with the rest of the photos and videos their friends are posting.Why it works:It’s a great food photo, using texture, contrasting colors, and lighting to actually make the viewer hungry. Food photos are some of the most popular on Instagram, with over 189 million photos under the #food hashtag alone.It uses geometric shapes and lines to draw in viewer interest and engagement.It’s inspiration-driven: According to an EventBrite survey, 78% of millennials (who make up more than 50% of Instagram’s user base) would rather spend on experiences than things, making this type of image more appealing than a shot of the website alone.2) Samsung MobileCheck out this ad featuring Samsung Mobile’s new Galaxy S6 Edge Plus smartphones, specifically the manual controls built into the camera to enable more precise photography.The image shows three phones mid-shot to demonstrate new features and give people an idea of what it’s like to actually use the product. The photos captured on each screen highlight diverse locations, which suggest that the camera can help you capture a variety of stunning shots — no matter where you are.Why it works: The clever — and slightly humorous — caption features a play on words that makes it more memorable and helps to draw the viewer’s attention to the new feature: the manual camera controls. Ads that invoke emotion, such as happiness and laughter, are more likely to be shared and engaged with by viewers. Instagram Marketing The phones were shot on a white background, which helps the product stand out. According to the folks at SteelHouse, “This [shooting on a white background] is a common practice because, quite frankly, it works.”The photos in the ad represent a simplified product demonstration. This approach lets viewers dive into the new control features by showing each phone mid-photoshoot, with the unique white manual controls along the bottom of each screen.  3) Amy PorterfieldAmy Porterfield is a marketing and social media consultant who produces educational resources for businesses and other marketers. In this ad, she’s promoting a free webinar training in an effort to generate new leads and customers for her business. Why it works:The ad features a clear photo of the face of the company, which Wordstream suggests as an easy way to humanize and add personality to your brand.The call-to-action (CTA) is clear: “free training” presents a clear benefit to users who have already demonstrated interest in marketing webinars, as Instagram Ads are served based on Facebook and Instagram interests. The ad presents an opportunity for viewers to hone their marketing skills at no cost.4) New York TimesHere’s an Instagram Ad featuring the famous New York Times crossword puzzle. The ad challenges viewers to solve the puzzle, which draws them in to read more about the offer the New York Times is advertising and gets them excited about their achievement if they can solve the puzzle, putting them in a better mood and making them more likely to share or click the ad.Why it works:The ad is static, but it prompts an interaction when viewers want to solve the puzzle. This interactivity leads to greater levels of ad engagement among all of the other content on Instagram.It employs nostalgia marketing for the 90’s Nickelodeon TV show, “Hey Arnold!” This marketing tactic that makes your audience feel good about your content and your brand.5) MonsterMonster helps job-seekers match with organizations seeking talent worldwide. In this video ad, Monster uses humor to show job-seekers how to explain gaps in employment to future employers using the movie Castaway: instead of complaining about being abandoned at sea, the fictitious job-seeker explains that he managed a “crew” while on the island.Why it works:The ad features video content, which research shows users want to see more of, particularly on social media.It uses the curiosity gap to intrigue users and prompt them to learn more, because really, what does the movie Castaway have to do with job hunting? Not much, but by using this friendly demo featuring a well-known story to demonstrate how to fill in resume gaps, they’ve made the topic easy to understand and memorable.6) HeadspaceHeadspace offers daily 10-minute meditation and mindfulness sessions with the help of their app. This simple but effective ad features a countdown clock that shows viewers that their app can help take away anxiety in as little as ten minutes — we’re not sure if that’s actually the case, but it’s an appealing thought considering the fact that anxiety disorders affect 40 million people in the United States alone.Why it works:The ad uses warm, bright colors, which can prompt feelings of “courage and energy,” according to the Blur Group — useful sentiments for a company trying to prompt mental wellness app downloads.The ad is cartoon-style, which Wall Street Journal cartoonist Stu Heinecke encourages due to its memorability and brand “stickiness.”It features provocative, emotional words, such as “anxiety,” and “happier,” which Harvard Business Review notes can drive campaign virality and memorability.7) BlinkistBlinkist helps readers gather key passages and lessons from nonfiction books that take only 15 minutes to consume. In this ad, they’re promoting one of the books on their service that users can get condensed, and the book title is overlaid over an image of a person on their cell phone, presumably using it.Why it works:The ad uses geometric shapes to center user focus on the central element of the ad. Shapes like squares, diamonds, and rectangles convey conformity and symmetry that’s visually pleasing and helps it stand out on an Instagram feed.The caption appeals broadly to the many people who feel like they don’t have enough time to read. Empathy is a great marketing tactic to make ads universally applicable and brands more memorable for responding to their needs.8) bfreshThis ad from bfresh — a market dedicated to fresh preparation and whole foods — is designed to inform locals that a new store opening in the Boston area. The simple, straightforward ad features a snapshot of the new location, which will likely catch the eye of folks that are familiar with the area.Why it works:This ad is geographically targeted, which adds another level of personalization to the ad, and this audience segmentation helps drive Instagram advertising ROI. It promises future benefits, such as discounts and recipes, to its followers, who they’re hoping are younger and interested in saving money and DIY food preparation.9) ClassPassClassPass grants fitness enthusiasts access to multiple gyms and classes in their area within the same booking system. This ad cleverly communicates the discount promotion they’re running while also giving viewers an idea of what they can expect from the service.Why it works:The cool color scheme (greens, blues, and purples) is widely preferred over other color themes by both genders, according to the American Journal of Psychology.The graphics show, rather than tell customers how they can use the product with cool visuals of people doing different workouts.The call-to-action is bold, clear, and compelling: Users can get a significant discount on ClassPass for a limited time only. This language employs the scarcity principle, wherein consumers associate a higher value if the product is in short supply.10) Method HomeMethod Home produces eco-friendly cleaning products made from non-toxic ingredients that are also effective at home cleaning, and their playful branding is on display in their video Instagram Ad here. The video promotes a sweepstakes Method Home is currently sponsoring that is contingent on user engagement with the ad.Why it works:The ad is eye-catching: it’s unusual to see plates, cups, and food traveling midair, and its uniqueness makes the ad, and the product, more memorable.It uses empathy to relate to viewers. A lot of people can relate to the sight of dirty dishes piled in the sink, and the ad features the solution — dish soap — in a fun and interactive way. Ads that elicit emotion and positive feelings result in stronger brand relationships, which can ultimately improve your Net Promoter Score (NPS).11) HubSpotYou’re already reading our blog, but in case you don’t know, HubSpot is a sales and marketing software company designed to help businesses grow. In this ad, we’re promoting INBOUND 2016, our annual inbound marketing and sales event in Boston.Why it works:The ad uses celebrity social proof in its caption by name-dropping well-known industry leaders who will be speaking at INBOUND 2016. This marketing strategy compels viewers to learn more about hearing from famous people they may already know and love.The branding is subtle: Remember, these ads are meant to look and feel like Instagram content so they aren’t scrolled past quickly on users’ feeds. The interesting shot of the INBOUND-inspired hedges does a great job of promoting the event without using our company logo or name.Now that you’ve read our tips and seen examples in action of strong Instagram Ads, take a look at your Instagram and check out the Ads you’re being served. What makes you click? Then, take the lessons and start applying them to your own Instagram advertising strategy.What tips do you have for running a successful Instagram Ads campaign? Share with us in the comments below.center_img Topics: Originally published Oct 12, 2016 6:00:00 AM, updated July 28 2017 Don’t forget to share this post!last_img read more

Content Creation Workshop Roadshow | 7,000+ Miles in 100 Days

first_img Topics: Content Types I’ve always been obsessed with content – how its message has the ability to inspire, educate, motivate, and drive people to take action, whatever that action may be. Early on in my career – dating back to 2010 when Google Analytics still let you view keywords that led to organic website visits – I sold enterprise-level search engine marketing services for a small startup in my hometown of Charlottesville, VA. I loved it. Not only did I learn the ins and outs of how search engines operate, but most importantly, I noticed a trend that seemed to plague the majority of folks I talked to: people had issues creating valuable content on a consistent basis. This poses an obvious issue to those who aspire to be found online through non-paid search, as you need content to be successful.Once I learned this, I was hooked. It became my life’s mission to help people effectively tell their brand’s story in a way that attracted and engaged their ideal audience. This led to me managing content strategy for a range of companies over the course of five years, from small businesses to Fortune 100 companies. I had failures, I had successes, but most importantly, I learned a lot and developed an understanding of how to start and grow an efficient and effective content process.To keep it short: tactics come and go, but having a foundation is what will get you through the ups and downs of being a successful content marketer.Currently, I’m the Content Professor for the HubSpot Academy. This is a perfect position for me as I’m able to spend the majority of my time digging deeper into research and performing tests to solve this fundamental issue that plagues many business – creating valuable content on a consistent basis. It should go without saying that I’m very passionate about what I do.Over the past year, I’ve:had countless hours of content marketing conversations with anyone interested in the subjectcreated and launched HubSpot’s Content Marketing Certificationcreated a beginner’s guide to applying content marketing to your businesshosted various content creation training sessionsperformed multiple tests to learn more about what works, what doesn’t, and why when it comes to content creation.And while there’s a lot that still needs to be done on this front, I’ve reached a milestone in this journey and one that is a significant step in the right direction.I’ve identified a content creation process that helps small to large businesses across many different industries make sense of short-term content tasks (i.e. blogging, videos, etc.) that have the ability to grow into long-term content goals (i.e. business-aligned content that completes a successful buyer’s journey experience for your buyer persona(s)).How do I know this? Well, I’ve been working with businesses that span many different industries – I even put my lifestyle brand (Wild We Wander, which helps inspire and educate people to live an alternative lifestlye) through the process. If you produce or manage content, then this process can bring value to your business. In an effort to educate and inspire the world to create more effective content, I’m heading out on the road with my wife, Ariele, in our Airstream and DIY truck camper to travel 7,000+ miles over the next 100 days to perform a series of transformation workshops at various HubSpot User Groups across America. I’ll also be meeting up with content marketers along the travel path to continue developing a solution for creating an effective content strategy (#neversettle #alwaysbelearning), which is the subject of my INBOUND Training Day on September 25, 2017. Click here to learn more about and register for the content creation workshop.If you’re curious and want a tour of our full-time adventure fleet, then check out the video below.I’ll be documenting the journey on twitter using #unboundinbounder. Why this hashtag? Content and I share the same passion – being unbound and without limit. If you have any content advice, questions, inspiration, etc., then please join the conversation using the hashtag – we’re all in this together.Ramble on! Originally published Apr 13, 2017 10:00:00 AM, updated April 13 2017 Don’t forget to share this post!last_img read more

Oklahoma State Is Home of the Best Offenses In The Country

first_img1Oklahoma State81612 10Oregon263229 6Notre Dame134026.5 3Texas Tech25816.5 2Michigan71812.5 4Florida State173124 5North Carolina64425 RankTeamBasketball RankFootball RankAverage Rankcenter_img 7Louisville401527.5 Over the past decade Oklahoma State’s football team has become known for its premier offense. This year Oklahoma State’s basketball team has soared to become one of the most efficient offenses in Big 12 history.When you combine the two, you get Stillwater, OK — home of arguably the best offenses in college football and college basketball during the 2016-17 school year.I recently looked at all 128 D-1 football programs and where they ranked in points per possession. Then I combined them with there they rank in raw points per possession in hoops (OSU is actually No. 2 when in hoops when adjusted for opponent but No. 8 in raw PPP).Here is your top 10 as of right now. 8West Virginia114628.5 9Toledo49929 OSU averaged 2.89 points per possession in football and averages 1.16 per possession in basketball. Both top 20 in the country. Michigan is the only other team that can claim that.OSU’s combined total of 4.05 points per possession was not the highest, though. Western Kentucky averages a combined 4.57, but Western Kentucky ranks No. 193 in basketball PPP. OU also ranks ahead of OSU in total combined PPP with 4.48, but they are No. 2 in football and No. 254 in hoops.I thought the fairest way to normalize the fact that you are able to score more points per possession in football is to do it by national rankings. And Oklahoma State is No. 1.OSU has quite literally has had the most efficient (points per possession) offenses in the country in football and basketball this school year.I refuse to do the same ranking for defense (because I don’t want to know what I find), but this is a pretty sweet achievement for Underwood, Gundy and their assistants. While you’re here, we’d like you to consider subscribing to Pistols Firing and becoming a PFB+ member. It’s a big ask from us to you, but it also comes with a load of benefits like ad-free browsing (ads stink!), access to our premium room in The Chamber and monthly giveaways.The other thing it does is help stabilize our business into the future. As it turns out, sending folks on the road to cover games and provide 24/7 Pokes coverage like the excellent article you just read costs money. Because of our subscribers, we’ve been able to improve our work and provide the best OSU news and community anywhere online. Help us keep that up.last_img read more

Watch: Mike Gundy Talks Mullets With Barry Melrose

first_imgWhile you’re here, we’d like you to consider subscribing to Pistols Firing and becoming a PFB+ member. It’s a big ask from us to you, but it also comes with a load of benefits like ad-free browsing (ads stink!), access to our premium room in The Chamber and monthly giveaways.The other thing it does is help stabilize our business into the future. As it turns out, sending folks on the road to cover games and provide 24/7 Pokes coverage like the excellent article you just read costs money. Because of our subscribers, we’ve been able to improve our work and provide the best OSU news and community anywhere online. Help us keep that up. Mike Gundy went on SportsCenter with Barry Melrose on Tuesday evening to talk, well, mullets. Melrose (who is a mullet connoisseur if there ever was one) asked Gundy about how his family feels about the locks.“My wife kind of likes it,” said Gundy. “Now my boys … they were a little skeptical about me maybe embarrassing them in front of their friends. I have a 20-year-old in college, and he thinks it’s pretty cool.The best part was Gundy talking hair product. On national television.“It’s a little bit of butch wax,” said Gundy of what he uses to tame the mane. “You’re right. You gotta have good genes. You gotta have great hair. You have to make sure you have the right product. There’s a lot of pressure when you have hair like this. You have to make sure it looks right.”ICYMI: @CoachGundy went on @SportsCenter with @nhlbarrymelrose to talk mullets and it was just as funny as you thought it would be. pic.twitter.com/7q5dYG28IL— Cowboy Football (@CowboyFB) February 22, 2017last_img read more

10 months agoWoodward steps up Man Utd director of football search after Mourinho dismissal

first_imgTagsTransfersAbout the authorAnsser SadiqShare the loveHave your say Woodward steps up Man Utd director of football search after Mourinho dismissalby Ansser Sadiq10 months agoSend to a friendShare the loveManchester United are determined to find a Director of Football.United recognise the method of having the manager controlling every aspect of the footballing structure is not sustainable.And they want to find someone who can act as a liaison between the boss and executive vice-chairman Ed Woodward.The Evening Standard suggests that after parting with Jose Mourinho, United will search for a caretaker boss and a Director of Football.Candidates include the likes of Andrea Berta and Paul Mitchell. last_img

Religious language in Criminal Code too narrow says WilsonRaybould

first_imgOTTAWA – Justice Minister Jody Wilson-Raybould says the fact that it is against the law to disrupt a clergyman or minister — but not an imam or a rabbi — is one of the reasons she wants to modernize the Criminal Code.This spring, the Liberal government moved to rid the Criminal Code of sections that are redundant or obsolete.That includes challenging someone to a duel and fraudulently pretending to practice witchcraft.One of the changes proposed in Bill C-51 that is facing some criticism would remove a section that makes it a crime to use threat or force to obstruct a clergyman or minister from celebrating a worship service or any other duty related to his job.The current law also says it is an indictable offence to assault a clergyman on his way to, or returning from, performing those duties.Wilson-Raybould says these activities are already covered in other sections of the Criminal Code and that the charter protects religious freedoms.But she also says the language is outdated because it refers only to Christians and male clergy.“I know and am confident that Canadians can continue to practise their religious faith without fear of violence and disturbances,” Wilson-Raybould said Wednesday as she appeared before the House of Commons justice committee to discuss the bill.“It is limited to individuals or clergymen or ministers in the Christian faith and it’s not inclusive of other religious leaders,” she said. “There are other provisions that will adequately capture all of the activity that potentially could take place.”Conservative MP Rob Nicholson noted the provision was used as recently as April, when someone was charged in connection to vandalism of a religious statue at St. Patrick’s Basilica in Ottawa.Conservative MP Michael Cooper says a related provision against disrupting a worship service, or a gathering intended for a “moral, social or benevolent purpose” is also on the chopping block, even though that language is more inclusive.“It says nothing about Christianity,” Cooper said at the committee meeting.last_img read more

Ontariobased cannabis firm Aphria Inc targeted in hostile takeover bid

first_imgLEAMINGTON, Ont. — An Ohio-based company is making a hostile bid to acquire one of the biggest players in Canada’s legal cannabis market.Columbus-based Green Growth Brands Ltd. has announced a takeover bid for Aphria Inc. that values the Leamington, Ont.-based firm at $2.8 billion.Green Growth says in a statement that the offer values Aphria shares at $11 each, providing shareholders with a 45.5 per cent premium over the company’s closing price on Monday, Dec. 24.Aphria shares closed Thursday at $7.57 on the Toronto Stock Exchange, but shot up in after-hours trading amid reports of the takeover bid.An Aphria representative did not immediately respond to a request for comment.Green Growth CEO Peter Horvath says in a statement that the acquisition “will create value for both Aphria and Green Growth shareholders.“We are confident that the significant premium we are offering and the opportunity to participate in the growth of a stronger, combined company are so compelling that we are taking our offer directly to Aphria’s shareholders,” Horvath said.“Together, we can unleash synergies between our teams, assets and geographies, forming a combined enterprise that will accelerate our collective growth strategies in Canada, the U.S. and overseas.”Earlier this month, a Toronto law firm said it filed a proposed class action against Aphria and its chief executive and financial officers after the company was targeted by short-sellers.Koskie Minsky LLP alleges Aphria made false and misleading statements related to its acquisition of LATAM Holdings Inc., a claim that has not been tested in court.The proposed class action came after short-sellers Quintessential Capital Management and Hindenburg Research alleged in early December that Aphria’s acquisition of the LATAM Holding assets in Colombia, Argentina and Jamaica were “largely worthless.”Aphria said on Dec. 6 that it had set up a special committee of independent directors to review the acquisition. Companies in this story: (TSX:APHA, CSE:GGB)The Canadian Presslast_img read more

The Latest Canada pushes for release of jailed citizens

first_imgTORONTO — The Latest on Canada (all times local):12:30 p.m.Canada’s ambassador to China says his message to Chinese authorities is that it’s not in their interest to arrest people and use them as bargaining chips.Envoy John McCallum told reporters on Friday that his top priority is to win the release of two Canadians detained in China and to save the life of a third.China detained former Canadian diplomat Michael Kovrig and Canadian entrepreneur Michael Spavor in an apparent relation for the arrest of top Chinese executive Meng Wanzhou in Canada on Dec 1. China also sentenced another Canadian, Robert Schellenberg, to death Monday in a sudden retrial of his drug-smuggling case.The arrest of Meng on Dec. 1 at the request of the United States has created a growing diplomatic rift between China and Canada. Meng is the chief financial officer of Huawei and the daughter of its founder.The U.S. wants her extradited to face charges that she committed fraud by misleading banks about Huawei’s business dealings in Iran.___10 a.m.Canada’s public safety minister said Friday that the country won’t be deterred by Chinese pressure after China threatened reprisals if Huawei was banned from supplying equipment for 5G networks.There are accusations that the telecom giant is controlled by China’s ruling Communist Party or is required to facilitate Chinese spying. The U.S., Australia, Japan and other governments have imposed curbs on use of its technology.Public Safety Minister Ralph Goodale said Canada has been abundantly clear it will not compromise national security.Goodale said: “It’s a difficult challenge but we’ll not be deterred by what we believe to be right and what we believe to be in the interests of Canada.”The Associated Presslast_img read more

CN Rail line reopened after mudslide west of Chetwynd

first_imgCHETWYND, B.C. – CN Rail has reopened its rail line 40 kilometres west of Chetwynd after a mudslide derailed one of its freight trains last week.The mudslide occurred sometime overnight between Thursday and Friday, and pushed the train’s two lead locomotives off the track. No one was injured in the derailment, and the locomotives were not tipped onto their sides, meaning there were no fluids spilled and no damage to the environment.CN spokesperson Kate Fenske said that crews worked through the weekend to clear the mud and debris that had covered the rail line. She added that the rail line between Chetwynd and Prince George has since completely reopened.last_img

Ledecky Has Company In A Renewed Assault On Swimmings Records

Given her 100 splits (not reflected), and 200 and 800 races still to come (there is unfortunately no 1,500-meter women’s event at the Olympics), expect this curve to fall even further into the absurd.1. Adam Peaty — 100-meter breaststrokeAdam Peaty may not have the most versatile program, and certainly didn’t generate as much buzz as Ledecky or Hosszu, but for one race at least, he was every bit as dominant. He initially set a record in his preliminary heat, which generally bodes well. His final time of 57.13 won his race by 1.56 seconds and broke his pre-Olympic record by 0.79 seconds, and puts him 1.33 seconds clear of his next-fastest competitor ever.For a 100-meter race, this is crazy good – even against this crazy competition. To show how much so, I plotted the top 50 times since 2010 for each of these four records, in standard deviations from the mean:2Note that since these are the top values of a huge sample of swimmers, these deviations don’t perfectly correspond to the insanely low probabilities you’d expect from 3-4 SD events if the underlying times were normally distributed. The dynamics for the specific probabilities would be governed by a Gumbel “extreme value” distribution. I’m just using standard deviations here to put all of the events on the same scale. Ledecky’s 3:56.46 was 4.77 seconds faster than second-place Jazz Carlin, and nearly 2 seconds faster than her own 2014 record (3:58.37). It’s over 4 seconds faster than any woman has swum in the post-ban era (4:00.65 by bronze-medalist Leah Smith this year). The only other woman ever to swim below 4 minutes in this event is Federica Pellegrini, who did it in 2009. Ledecky is getting closer and closer to making 400 meters a sprint distance: Her speed of 59.1 seconds per 100 meters is closer to the average speed of the 50 fastest 200-meter swimmers than it is to the average of the 50 fastest 400-meter swimmers. Her speed in the 800 is already faster than all but a handful of women in the 400, and her speed in the 1,500 is faster than anyone’s but hers in the 800: We’re on the ground in Rio covering the 2016 Summer Olympics. Check out all our coverage here.While Michael Phelps’s winning of his 19th gold medal may be the feel-good story of the swimming pool not involving Yusra Mardini so far, the most significant development of the opening weekend of swimming is surely the sport’s renewed assault on the record books.The ban of full-body non-textile (“LZR”-style) swimsuits at the end of 2009 had a dramatic effect on the pace of records broken in swimming. Of 32 events contested in the 2008 Olympics, 27 had records broken in 2009; in 2010, none did. But time marches on, and athletes improve. The London games in 2012 saw records broken in eight events — a far cry from the 19 events that saw records fall in Beijing, but a step in the right direction.If the first weekend of action in Rio is any indication, the swimming world has recovered, with a vengeance. Of the eight swimming events completed so far, five have led to world records, including one of two relays (women’s 4×100), and four of the six individual events (all three women’s and one of three men’s). Here are the most dominant individual swims from the first two days of competition, ranked:4. Sarah Sjostrom — 100-meter butterflySwedish 22-year-old Sarah Sjostrom is a name to remember. In particular, she has the fastest 200-meter freestyle time of any woman since 2012, and is thus probably the most likely to play spoiler to Katie Ledecky’s hopes of winning three individual golds when the two face off in that event Tuesday.Sjostrom looks even stronger after kicking off her meet with a world record. She originally set the 100-meter butterfly record in 2009 (at age 15!) but wouldn’t match her pre-ban time again until 2015, when she reclaimed her record from Dana Vollmer (who had taken it in 2012).Sjostrom finished in 55.48, nearly a full second clear of second place, and a half-second clear of the next-fastest woman ever. Usually, that would be a pretty amazing showing, but this was a big weekend for amazing showings.3. Katinka Hosszu — 400-meter individual medleyKatinka Hosszu, the 27-year old Hungarian, is the only swimmer on this list who broke a record that wasn’t already her own. She very nearly broke it in her preliminary heat, and then destroyed it in the final: LOL Katie Ledecky was celebrating and people hadn’t finished yet pic.twitter.com/qCaDbu2kSg— Isaac (@WorldofIsaac) August 8, 2016 Ledecky’s 400-meter race was a thing of beauty, especially considering that 400 meters is supposed to be her third-best distance. But in terms of sheer field-busting dominance, Peaty’s wild win over just two lengths of the pool takes the weekend. Hosszu won the race by nearly 5 seconds – finishing in 4:26.36 – and cleared Ye Shiwen’s record by nearly 2 seconds. Though few expected a performance this great, Hosszu didn’t come out of nowhere. She was world champion in this event in 2009 and 2015, and has held the short-course record1There’s a separate set of records for times set in 25-meter pools, though most major competitions use 50-meter pools. in it on and off since 2013.2. Katie Ledecky — 400-meter freestyleIf there was any distance at which it seemed Katie Ledecky’s best times might have been flattening out, it’s the 400-meter freestyle, where she hadn’t broken the world record since 2014. Following unexpectedly fast 100 meter splits in the 4×100 relays and almost breaking her record in her preliminary heat, however, another record seemed inevitable. And then this happened: read more