Well done Bangladesh! Sachin Tendulkar, Michael Clarke hail Bangla Tigers after historic Test win

first_imgShakib Al Hasan picked up his second 10-wicket haul in Test cricket to help Bangladesh beat Australia by 20 runs at Mirpur and take a 1-0 lead in the two-match series.The southpaw picked up 5/85 in the second innings to script remarkable victory. He had earlier picked up 5/68 in the first innings.Bangladesh posted 260 in their first innings as Australia were bundled out for 217. With a slender but all -important lead, Bangladesh set a 265-run target for Australia to win on a track that was starting to turn square.David Warner struck a commanding century and Australia were firm favourites to win the match on Day 4 but Shakib’s brilliant performance with the ball turned the tides for the hosts.This is Bangladesh’s 10th victory in their 101st Test match. This is also Bangladesh’s first victory against Australia in their fifth-ever Test against the Aussies. The last time the two countries met, Australia hammered the Tigers by an innings and 80 runs at Chittagong in 2006.This is how twitterati reacted to Bangladesh’s historic Test win at Mirpur:2 upsets in 2 days! Inspiring performance by @BCBtigers! Test cricket is thriving #BANvAUS- sachin tendulkar (@sachin_rt) August 30, 2017Great to see Bangladesh win against mighty Australians. Test cricket still is and always will be the ultimate form of the game @BCBtigers- Wasim Akram (@wasimakramlive) August 30, 2017Well played @BCBtigers on historical test win. Very good test match. ???- Mahela Jayawardena (@MahelaJay) August 30, 2017Congratulations Bangladesh ???? didn’t think I would be writing this tweet but you need to give credit where credit is due. ?????? #testcricketadvertisement- Michael Clarke (@MClarke23) August 30, 2017The historic winning moment for @BCBtigers! #BANvAUS pic.twitter.com/yvmh5kWBoZ- ICC (@ICC) August 30, 2017Two amazing Tests in two days! Shows why it is still the pinnacle of the game. Congratulations Bangladesh.- Jimmy Neesham (@JimmyNeesh) August 30, 2017Well done Bangladesh. Special effort to beat Australia. #BANvAUS- Virender Sehwag (@virendersehwag) August 30, 2017He took half of the Australia wickets and made a crucial contribution with the bat too – the Man of the Match is @Sah75official! #BANvAUS pic.twitter.com/ANbkuc297X- ICC (@ICC) August 30, 2017Congrats Bangladesh on a special victory. Getting 86/8 when 107 were needed.2 wonderful test finishes in 2 days. A treat to watch#BANvAUS- Mohammad Kaif (@MohammadKaif) August 30, 2017Historic.#BANvAUS pic.twitter.com/KjooZENpuT- cricket.com.au (@CricketAus) August 30, 2017Congratulations @BCBtigers . Well deserved victory ??? #BANvAUS- Murali Vijay (@mvj888) August 30, 2017Very well done @BCBtigers #BANvAUS Congratulations on a brilliant test win and a hard fought one at that. ????????? extremely happy for you !!!- Russel Arnold (@RusselArnold69) August 30, 2017Waking up to splendid news from Bangladesh ….. Morning everyone ???- Michael Vaughan (@MichaelVaughan) August 30, 2017last_img read more

Inbound Lead Quality from a Sales Rep’s Perspective

first_img Inbound marketing is like a synchronized rhythm of sales, marketing and prospects. Passing Leads to Sales Inbound Marketing Kit , that’s what happens.  now Topics: Learn more about inbound marketing and how to combine blogging, SEO and social media for results. Download our Why? What if marketing were able to remove the 97 “bad timing” calls I was making and make all my calls as productive as the remaining 3?  With  Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack As a sales rep., working for a smaller company and calling a lead that is generated via inbound marketing is far more productive than calling an existing client from a huge brand name company. That’s because timing is everything. Timing is everything, especially in sales and marketing.  The difference between  inbound and outbound marketing is timing. Less than a year ago, I worked for a very large company — a leader in its industry, a house hold name.  I carried a territory of existing clients and I was responsible for up-selling and adding new products and services.center_img Originally published Mar 10, 2009 8:31:00 AM, updated October 20 2016 inbound marketing kit . This means that with inbound marketing, all my calls are the quality of what it used to take 100 calls to generate.  My last company would be considered a safer place to stay considering the state of the economy.  However, after 8 years, I packed up and came to work for HubSpot, a much smaller, venture-capital-backed company.   inbound marketing . Although HubSpot is a smaller company, I’m now calling leads who’ve found us. Furthermore, they found us because they’re looking for help with initiatives they’re dealing with  What sales rep wouldn’t want to make calls to leads that found their company while looking for help with the services their company has to offer   Chances are, what I was offering, wasn’t what they were currently working on. It’s said that for every 100 calls a sales person makes, 3 will be an actual opportunity or the “right timing.”    You’d think the calls I was making into an existing book of business would produce lots of opportunities. But this wasn’t the case. Although I was calling clients, I was still calling at random, not knowing if they were looking to buy the additional services or product I was selling. I was interrupting my contacts from the initiatives they currently had on their plate.last_img read more

Be a Publisher — But Don’t Use the Publishing Industry’s Metrics

first_img But page views are not as useful for business blogs. Business blogs are monetized by readers who convert to leads and sales, so these are far better metrics to track.  Visitors So what measurements should you use to analyze the performance of your blog or website? Why inbound links, comments, visitors, leads and customers, of course! In addition to inappropriate use of page views, many business bloggers use metrics that lack specificity. “Hits” is at the top of this list. Unless you’re playing baseball, a “hit” has no specific meaning. It is a vague term that could refer to visitors, pageviews or clicks. If you are limiting your success measurements to hits, you are not at all thinking about your conversion or customer aquisition.  It is wonderful that new marketers have converted to inbound marketing by becoming publishers; however, many still need to transition away from measuring their success in the metrics of the media industry, page views. Media companies rely on page views because they’re easy to count, and because page views are the metric of monetization — advertisers like to buy blocks of them. can convert into leads. Anonymous visits cannot.  It is also a mistake to use “visits” as a primary success metric. Reporting on number of visits can be very misleading. For example, a single person could have visited your website 300 times. You may have 600 visits from only two people. Instead, focus on visitors.center_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 What do you think? Are there any other measurements that are irrelevant to business?  Originally published Jul 28, 2009 8:22:00 AM, updated October 20 2016 bawoodvine Topics: Marketing Metrics Flickr Credit:last_img read more

HubSpot TV – The Face of Social Media in 2009

first_img “Peoplebecome fans of companies and brands on Facebook for two differentreasons. The first is that they want to keep up with the company andlearn more about them. The second is they want to associate themselveswith the company.” Subscribe in iTunes: www.hubspot.tv – Make your business page engaging and exciting. mvolpe Edward Boches to leverage Twitter, Facebook and other social media sites to generate leads and customers. “TheGlobal Language Monitor has announced that Twitter is the Top Word of2009 in its annual global survey of the English language.” Grade your business page on What did you write on your first blog if you did not yet had a product to sell? – Inbound.org Intro How to interact on Twitter: @ Headlines Twitter Declared the Top Word of 2009 in your tweet. Check out this ebook for tips & tricks – Is Facebook Losing its Coveted Demographic? Hubspot’sPage does a good job of providing content makes people comment. Thesecomments show up in people’s profiles and with the revised FacebookNews Feed, updates with more comments are more likely to show in fans’information streams. Marketing Takeaway http://itunes.hubspot.tv/ Episode #69 – December 4, 2009 Cisco’s Page does a great job of adding links of other Facebook Pages and other places to find them on the web. Marketing Takeaway Closing . Learn how to use social media for lead generation. DARPA Studies the Social Web with Weather Balloons Originally published Dec 11, 2009 2:38:00 PM, updated July 04 2013 Have you ever caught the live show? We broadcast in real-time every Friday at  , then make changes to make it more engaging. Today’s special guest is “comScoreis reporting that time spent on Facebook by 18-24 year olds is waning.In July 2009, minutes spent on Facebook dropped by 3%. In August, itplummeted 13%. By September, minutes spent on Facebook crumbled by 16%.” Nationwide balloon-hunt contest tests online networking http://facebook.grader.com/center_img http://www.karen-rubin.com/hubspottv-cohost-poll/ Marketing Tip of the Week “…designedto test the the way social networking, crowdsourcing or lesser-knownWeb-based techniques can help accomplish a large-scale, time-criticaltask…in part to give the military new ideas on ways to operate in arange of situations, from natural disasters to combat.” 10 Examples of B2B Facebook Fan Pages NOTE FROM THE PRODUCERS: Top Word of 2009: Twitter   with Marketing Takeaway Video: How to Use Social Media for Lead Generation karenrubin Free eBook: How to Use Facebook for Business “Thetrue dilution is not in relationships, but in how we choose to investin and also manage them. We will eventually need to embrace a “multiplepersonality order” approach as the lines blur between who we arepersonally and professionally.” Click here at 4:00pm ET today to watch the show live. Vote for the New Years Co-Host – Forum Fodder “Ina year dominated by world-shaking political events, a pandemic, theafter effects of a financial tsunami and the death of a revered popicon, the word Twitter stands above all the other words. Twitterrepresents a new form of social interaction, where all communication isreduced to 140 characters,” said Paul JJ Payack, President of TheGlobal Language Monitor.’ www.HubSpot.tv   and @ 10 Examples of B2B Facebook Fan Pages – Twitter continues to grow and take over the world. Download the free video Is Facebook Losing the Young Folk? (Episode Length:  18 minutes, 27 seconds) Defense Advanced Research Projects Agency Forrester’sPage informs fans about upcoming seminars and other events, in additionto aggregating feeds from their analysts’ blogs. “TheDARPA Network Challenge calls on groups to pinpoint the locations of 10red weather balloons scattered around the country – with a $40,000prize going to the first team to find them all.” , the chief creative officer at Mullen.  Salesforce.com’s Page displays photos and videos, including user-provided ones, from a recent conference. – Facebook is no longer just students. Marketers need to bring it into their overall marketing mix. Focus on the customer problems. What if it was a completely newproduct concept? “Thetrend that isn’t discussed in these doomsday articles is thetransformation in how we forge and maintain contacts in the social web.There’s something to be said about quality over quantity…In manyways, we’re building and joining communities around our online persona.” 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

A Holiday Wish: May All Your Conversions Be High [Video 3]

first_img And more qualified leads! We wish you a high conversion! Webinar: Always Be Testing: 10 Tips For Increasing YourLead Conversion Rate A valued call to action We wish you a high conversion! Lyrics We wish you a high conversion! Originally published Dec 21, 2009 10:29:00 AM, updated October 20 2016 Downloadthe free webinar We wish you a high conversion! We wish you a high conversion! Tweet this Merry Marketing Carol! Topics: Video Creditscenter_img Good prospects you’ll bring for your sales team kin Is a landing page win! Producers: @ repcorand @ shaxxon And more qualified leads! to for tips on testing, measuring, andanalyzing your marketing programs to improve your lead conversionrate. We wish you a high conversion! Conversion Rate Optimization May your 2010 marketing be merry! Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Learn how to convert website visitorsinto leads with calls to action and landingpages HubSpot Singers: Common Sound What is on every B2B marketer’s Holiday list this year? An increased traffic to conversion rate while maintaining (or improving!) lead quality, of course!last_img read more

Research: Content Beats Contact for Generating Leads

first_imgThis post is a sneak-peak of data from the upcoming  By contrast, I found that landing pages offering some sort of content tended to have higher conversion rates than those that did not. . Science of Lead Generation webinar I analyzed over 40,000 customer landing pages and first looked at the conversion rate of landing pages that used words indicating some sort of “contact” or sales type process compared to the conversion of pages that did not include those words. In lead generation efforts there are two major types of landing pages: contact pages and content offer pages. Don’t forget to register now for the free Science of Lead Generation webinar.  that will teach you scientifically proven ways to get more leads.  I then looked at the conversion rates of pages that used words that indicated some sort of content offer. I found that across the board, every type of “contact” or sales-driven landing page had lower conversion rates than other pages. Lead Generation Originally published Oct 7, 2010 2:00:00 PM, updated October 20 2016 Click here to register now Topics: 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 Marketing Lessons From Amazon’s Web Strategy

first_img Topics: Originally published Aug 5, 2011 5:05:00 PM, updated July 28 2017 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack SEO Strategy Compete.com regularly ranks the world’s top websites. Checking out the top 10 lists for sites with the most unique visitors in June 2011, I decided to conduct a deeper investigation into just what it is about these sites that makes them tick.Amazon, sitting at number 7, stood out to me immediately. No surprise here. Amazon is constantly exemplified for its web and marketing prowess. It’s the top case study for how and why marketers should use personalization in their marketing — leveraging the wisdom of the crowd to create a more personalized user experience that increases customer conversion dramatically.In fact, this is true for many of the sites on Compete’s top 10 list, which is why it tops my own list of lessons marketers can learn from Amazon’s web strategy … 1. Use the Crowd to Create “Segments of One” Amazon and many of these sites are brilliant at leveraging the wisdom of the crowd to create “segments of 1,” or segmentation that is so granular it focuses on each individual person and their specific online behavior, wants, and needs.The pages I view and emails I get from Amazon are unique to me. They offer suggestions for books, movies, and other products I might like based on my personal purchase history and shopping patterns. Like Netflix, Google, Facebook, YouTube, and so many other high trafficked sites, Amazon uses the wisdom of the crowd to personalize the user experience and dramatically increase conversion . Marketing Takeaway: Take a hint from Amazon and these other top websites and create a more personalized user experience for your target audience. Leverage the information you can gather from your prospects and customers in order to create fine-grained segments and target messaging and offers that specifically cater to those segments’ individual needs. You’ll find that with this method, you will dramatically increase your conversion rates. 2. Create Tons of Content Amazon has 248,000,000 pages stored in Google’s index. Each of these 248,000,000 pages has the opportunity to rank for any number of keywords in search engines . Now that’s quite a bit of on-page SEO juice! Marketing Takeaway: The more pages you have on your website, the more pages your site can be indexed for in search engines. More pages also means more opportunities for your prospects to find you in search engines and more chances to rank for your business’ top keywords. The best way to create tons of website pages is by blogging. Start a business blog , publish frequently, and make sure each post is search engine optimized for your best keywords. The more optimized content you have, the better your chances will be of getting found online. 3. White Space Is Over-Rated To be honest, it looks like someone threw up their Halloween candy all over Amazon’s web pages, but it doesn’t seem to matter. In fact, really none of Compete’s top 10 sites are particularly Apple-esque in design, which many web designers seem to idolize. Most of them have near zero white space and are chock full of stuff. That said, if they are the top 10 most visited websites, it just goes to show that web design isn’t the most important thing. Rather, being effective is what wins. Marketing Takeaway: Stop obsessing about web design and instead focus on making your website effective. Rather than spending your time and money on making your site look pretty, spend it on optimizing your website pages, creating remarkable content that attracts visitors, and optimizing your site and landing pages for lead generation. Your site can be the prettiest website in the world, but if it doesn’t generate leads and customers for your business, what’s the point? What else can you learn from Amazon’s web strategy? last_img read more

Inbound Marketing Defined in 140 Characters

first_imgMy job is inbound marketing.But what does that mean? What exactly is inbound marketing? And when push comes to shove, how do you define it in black and white?Well, like a typical inbound marketer, I decided to ask Twitter. The question I posed was, “Can anyone explain or define “inbound marketing” in a tweet? Go.” And then I cc’d a bunch of important people with lots of Twitter followers so people would actually read it.Here’s what people had to say. And I’ll add the way I define inbound marketing at the end of the post — I hope you will, too.What Is Inbound Marketing? 10 Good Definitions in Fewer Than 140 Characters1) Via @TheRealSunjay, a former HubSpotter, Grouponer, and current employee of Kitchensurfing.@Corey_bos @HubSpot @Mallikarjunan @Impactbnd @kuno @kippbodnar @mvolpe Get found, Convert and Analyze via thought leadership demonstration— Sunjay Agtey (@TheRealSunjay) August 6, 20132) Via @Mallikarjunan, a current HubSpotter and author of How to Sell Better Than Amazon.@TheRealSunjay @Corey_bos @HubSpot @Impactbnd @kuno @kippbodnar @mvolpe create valuable, enjoyable experiences instead of interrupting them.— Sam Mallikarjunan (@Mallikarjunan) August 6, 20133) Via @ranjanxroy, co-founder of Informerly and recent guest blogger on this very blog!@Corey_bos @hubspot @mallikarjunan @impactbnd @kuno @kippbodnar @mvolpe “Marketing that doesn’t suck”— Ranjan Roy (@ranjanxroy) August 6, 20134) Via @ObinnaOsobalu, strategist and inbound marketer at TodayBusiness SocialMedia.@Corey_bos @HubSpot @Mallikarjunan @Impactbnd @kuno @kippbodnar @mvolpe Bring/add value to a conversation/topic that ‘pulls’ consumers.— Obinna O’sobalu (@ObinnaOsobalu) August 6, 20135) Via @Susanna_Larosa, social media professional.@Corey_bos @HubSpot @Mallikarjunan @Impactbnd @kuno @kippbodnar @mvolpe Create engaging content -> make it easy to find –> engage!— Susanna LaRosa (@Susanna_Larosa) August 6, 20136) Via @MyNameIsB2BM, blogger and online marketing enthusiast.Attract with content, persuade with expertise and get hired. :)@Corey_bos @HubSpot @Mallikarjunan @Impactbnd @kuno @kippbodnar @mvolpe— Oliver Fedtke (@MyNameIsB2BM) August 6, 20137) Via @TheBostonChow, photographer, writer, and surprisingly, also a southern puppy. True story.@Corey_bos @HubSpot @Mallikarjunan @Impactbnd @kuno @kippbodnar @mvolpe know your people, help your people, and make your people happy—  TheBostonChow (@TheBostonChow) August 6, 20138) Via @pmbaintx, an internet marketing professional.@Corey_bos; @HubSpot; ; @Impactbnd; “Meeting prospects WHEN they want, WHERE they want, w/ WHAT they want.” BOOM.— Paul Bain (@pmbaintx) August 7, 20139) Via @scottnelle, web developer and musician.@Corey_bos Make things that make people want to work with you.— Scott Nellé (@scottnelle) August 6, 201310) Via @mvolpe, HubSpot CMO and guy who has written and spoken about inbound marketing since before it was cool.@Corey_bos @HubSpot @Mallikarjunan @Impactbnd @kuno @kippbodnar Marketing by attracting, not interrupting.— Mike Volpe (@mvolpe) August 6, 2013How I Define Inbound MarketingIf I have to define inbound marketing in only 140 characters — and I think succinct definitions are a worthwhile goal — here’s what I got for ya:Inbound marketing is the discipline of efficiently turning strangers into people that want to — and should — do business with you.What do you think? Good? Bad? So-so? There’s a much more descriptive definition of inbound marketing here, if you’d like something succinct yet comprehensive (aka greater than 140 characters, but not so long you fall asleep at the keyboard). Or if all else fails, just listen to my boss.What do you think? What’s your definition of inbound marketing? Try to keep it to fewer than 140 characters … even though the comments section won’t cut you off.Image credit: Billy Rowlinson Inbound Marketing Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Originally published Aug 7, 2013 2:00:00 PM, updated February 01 2017 Topics:last_img read more

The Fundamentals of Inbound Marketing [Free Training Deck]

first_img Topics: Has anybody — perhaps by a colleague or client — ever asked you what exactly “inbound marketing” means? Have you ever asked anyone that question?Even though “inbound marketing” as a term has been around for nearly a decade and grown immensely in popularity, there’s still some confusion about what it is or what it means, or how it differs from other digital-marketing-related words like:search engine marketingcontent marketingpermission marketinginternet marketingonline marketingdigital marketingsocial media marketingweb marketingRather than slice and dice the similarities and differences between all these terms (there’s definitely overlap among all of them), it’s simpler to define inbound marketing in three ways:Inbound marketing as a philosophyInbound marketing as methodologyand inbound marketing a set of toolsWe expand on each of those facets in the comprehensive, downloadable, and customizable PowerPoint training presentation below, which you can flip through to teach yourself or anyone else all about inbound. It covers what inbound marketing is (the methodology), why it works (the philosophy), and what digital tools inbound marketers use to attract leads and customers online (the playbook). Originally published Jul 30, 2014 6:00:00 AM, updated July 28 2017 Inbound Marketing Educationcenter_img What is Inbound Marketing? A Comprehensive, Downloadable Training Presentation from HubSpotWho do you know who could benefit from some inbound marketing 101? 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

Four Strategies for Matching Gift Success for Your School or Nonprofit

first_img Originally published Mar 13, 2015 7:00:00 AM, updated February 01 2017 Nonprofit Marketing Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Everyone notices that ill-advised tattoo you got in high school for your nonprofit-obsessed girlfriend. You know, the Latin quote on your left forearm, written in fancy cursive, that translates to, “She who matches gifts wins.” Or is that just me? Either way, marketing matching gifts online is just like a conspicuous tattoo: the ink only takes up a small portion of your skin, but it grabs everyone’s attention.Proper matching gift marketing requires several tattoos on many body parts, such as matching gift requests on your emails, calls-to-action on your social media profiles, and asks on your donation page. This means incorporating matching gift requests throughout your online presence. In the grand scheme of things, this marketing effort will equate to one noticeable tattoo, and not sleeves of ink that distract from your nonprofit’s primary skin.1) EmailI’ve always thought that a great punishment for undisciplined children would be to make them count, one by one, how many emails I receive in a single day. Email is not torture, but your message is one of hundreds of daily messages, so your matching gift request needs to stand out among a blur of information. We’re going to focus on acknowledgement letters and newsletters, as they demonstrate two important strategies for soliciting matching gifts through email.Acknowledgement LettersAs with a stranger holding open a door for you, all donations require a proper thank you. Along with your thanks, you have the opportunity to ask for a matching gift. However, don’t rush to the ask, because, as with thanking door holders, you have to hold the thank you long enough to earn the benefits of gratefulness.While the acknowledgement letter presents the opportunity to ask for matching gifts, the core of the message is gratefulness. Earn the call-to-action to submit a matching gift with your gratitude. You can include two links, one hyperlink and one clickable graphic, for donors to click to discover if their employer matches gifts by taking donors to their dedicated matching gift page.One might call this killing two birds with one stone, but I like to call it feeding two birds with one email. You’re plumping up your donor’s happiness with a thank you and hopefully adding necessary funds to your wallet.NewslettersYou can have a dedicated newsletter that focuses exclusively on matching gifts to increase awareness for corporate giving programs. But, your nonprofit likely has other topics to share in its newsletters, too. As you plan your nonprofit’s content strategy, make sure you’re finding ways to include requests for matching gifts.The National Kidney Foundation provides a nice newsletter template: The newsletter’s focus is split between the kidney walk and matching gifts. Not all of your newsletters need to revolve around matching gifts, even in this split capacity, but the occasional message that details what matching gifts are and how to submit them will go a long way to increasing donations. Sometimes it’s necessary to provide detailed matching gift information in the email, but, for the times when you need to discuss other topics but still want to ask for matching gifts, there’s a graphic for that.When supporters click on the links, they’re taken to the National Kidney Foundation’s dedicated matching gift page. The page includes an overview of matching gifts, key information such as a mailing address for forms and the organizations Tax-ID or EIN #, answers to frequently asked questions, and a way for donors to find details on corporate matching gift programs. That way, their bases are covered in terms of sharing information on the dedicated page and not dedicating an entire newsletter to the details of matching gifts. 2) Social MediaSometimes I compare how many friends I have on the internet to how many I have in real life and, while I wonder if it’s appropriate to ask random people in-person to be my friend, I recognize that the internet provides a prime opportunity to pitch matching gifts to everyone and their mother. There may be more social networks than characters in this article, so we’re going to focus on the channels with the greatest reach: Facebook and Twitter.FacebookWith no character limitations, Facebook provides the versatility to provide in-depth explanations of matching gifts and how to submit them, as well as the ability to include conspicuous images or relevant videos. You can get creative with your posts, and there are a ton of ways to tell your nonprofit’s story. We’re going to run through the basics as they pertain to matching gifts.Facebook post from CMTA: In a mere six lines, CMTA provides a link to discover if an employer provides matching gifts and discusses the benefits of these additional donations. To grab attention, the post uses a palatable picture. You don’t need an image in every matching gift post, but a call-to-action and a link to a dedicated matching gift page are the bare minimums. There’s nothing not to love here, unless you’re picky about your ice cream.Twitter140-characters really cramps my style when I’m trying to rant about how submitting matching gifts online requires a mere five minutes that will not throw off your schedule such that you lose time to peruse the rest of your Twitter feed for today’s most adorable cat pictures.Deep breath.Despite the lack of post versatility, as compared to Facebook, Twitter provides sufficient room for an authoritative matching gift ask: You don’t have the room to explain what matching gifts are or their specific benefits, but you have plenty of space to do what the Hereditary Neuropathy Foundation does: ask the donor to click a link to double their donation (and go to a dedicated matching gift page). Twitter might not allow you to explain matching gifts up front, but the beauty of this platform is its minimalism, which lets you get donors to step through the matching gift doorway.3) Dedicated Matching Gift Page I keep mentioning dedicated matching gift pages, but what is this voodoo magic? Legend has it that dedicated matching gift pages are collections of pixels on your website that both educate your donors about matching gifts and make it simple for donors to search and discover if their employer offers such a program. Sometimes, as in this case, legends are true. On a matching gift page, you should define matching gifts, detail their benefits, and inform donors about matching gift programs. The page can be this simple, as the basic idea is to create a landing page where donors can discover if their donations can go twice as far.You can include:Matching gift statisticsLinks to relevant websitesNumbers on how much money matching gifts raised for your nonprofit last yearA list of companies who donated through matching programs last yearYou could even go a step further and add a widget to aggregate this information. Creating a dedicated matching gift page does not need to be a hassle, and it will increase your effectiveness at landing matching gifts.4) In the Donation ProcessIt doesn’t take a PhD to figure out that a prime time to ask for matching gifts is when donors are making their donations. The idea is to present information such that your website says, “Hey, look at you being awesome and donating money to a great cause. While you’re at it, why not give twice as much without shelling out additional money from your own pocket? Matching gifts only take five minutes!”Your opportunities to solicit in-the-moment donors are on the donation page and on the confirmation screen, which equates to if at first you don’t succeed (on the donation page), try, try again (on the confirmation screen). Donation PageThe simple plan is to include a link, a graphic or text, to your dedicated matching gift page. You can include a simple link on your donation form, or alternatively you can include matching gift informaiton on the credit card form, so you don’t have to leave the donation page. This is la crème de la crème of donation page options. What’s necessary is to include some reminder and a call to action about matching gifts.For nonprofits on a budget, simply including matching gift information can provide a boost in donations. Urge people to check with their HR reps to find out if their employer matches gifts. Share pertinent matching gift statistics, such as how much money you raised from doubled donations during the previous year. Provide a link to a dedicated matching gift page which features information on or a list of top matching gift companies. Your approach doesn’t need to be fancy, but it does need to call attention to matching gifts.Confirmation ScreenAfraid some donors might overlook that beautiful matching gift link on your donation page? That’s why the internet created confirmation screens. Everyone deserves a second chance.First and foremost, exert good manners and give thanks for the generous donation. Then, of course, since money feeds your nonprofit, ask for seconds so that you can sustain yourself a while longer. The ask for matching gifts should come across as a suggestion, as the donor just gave money and is likely in a willing state of mind to give more. Provide a matching gift search box to make the process easy, and soon you’ll be feasting on twice as much green as before. Green because you’re a healthy nonprofit who eats its vegetables!Successful matching gift marketing requires dedication to presenting the program across the breadth of your online presence. It will take time and effort, but the more you put the option of matching gifts in front of donors, the more gifts you’ll receive, and your efforts will more than pay off. Then you can get a sweet tattoo to celebrate. Topics:last_img read more

Demand Generation Benchmarks & Trends: Software Marketer Edition

first_imgWhile creating the survey for this report, we were interested in whether the different industries had radically different conversion funnels across visitors, leads, and sales opportunities. The charts below feature a comparison between software companies and respondents from all industries. What we see is a similar distribution pattern of responses — imagine plotting two curves against these bar charts, and you’ll see that they take the same shape.There are probably a number of reasons why this trend exists. For one, there may be a coincidence in how marketers were selected for the survey’s sample. There could also be a hidden trend in what the different industries are doing from a strategic perspective. And of course, if we were to compare all industries on a 1:1 basis, we’d probably see more anomalies.Despite potential nuances, one takeaway stands out: These patterns suggest that marketing is a predictable process. With more visitors come more leads and more sales opportunities — a trend confirmed by the Demand Gen Benchmarks Report, which found a correlation between companies exceeding their revenue goals and generating a higher number of monthly website visitors, leads, and sales opportunities. Companies that didn’t know their demand gen benchmarks (indicating a lack of structure in their marketing programs) were less likely to be achieving their revenue goals.2) The software industry is more likely than other industries to rank inbound marketing techniques like content creation and marketing automation/lead management among their top three marketing investments. They’re also investing less in traditional advertising. (Tweet This Stat) The marketing formula seems simple: Attract audiences, engage prospects, convert leads, and facilitate retention. One of the biggest “wins” you can achieve is the ability to connect your disparate initiatives into a scalable, predictable demand generation engine.But when you’re in the trenches, you know this process is easier said than done. Marketers, immersed within their organizations, frequently lack access to industry data. The question of what’s “normal” can be challenging to answer — which makes it tough to justify your budgetary needs to your boss. That’s why benchmarks are so helpful — they help you figure out where you stand in your industry. Below, we dove into several demand gen benchmarks from one industry in particular: software. Read on to learn more.(If you’d like to get a deeper look into this industry or check out some others, you can download the full 2015 Demand Generation Benchmark Report here. It features data from a survey of more than 900 marketers in management levels and above, in 11 industries ranging from media & publishing, finance, healthcare, travel & tourism, consumer products, and consulting.)1) In terms of monthly visitors, leads, and sales opportunities generated, software companies aren’t radically different from other industries. (Tweet This Stat) Originally published May 8, 2015 12:00:00 PM, updated February 01 2017 Lead Generation The survey asked marketers to rank their top and bottom three marketing investments to explore the relationships between companies’ marketing strategies and the benchmarks assessed in this blog post.What we need to keep in mind is that the top and bottom lists from this report don’t differentiate between the levels of budget spent on one tactic over another. For instance, we cannot tell whether content creation received more investment than marketing automation/lead management. What we can say is that content creation and marketing automation/lead management had the highest likelihoods of being ranked among software companies’ top three marketing investments.We have to be careful to remember that a higher investment in budget doesn’t necessarily correspond to an investment in effort. A company, for instance, could spend millions per year on a billboard but actually put more effort into content assets — dozens of blog posts and ebooks — that cost only tens of thousands of dollars to produce in house. The content investment wouldn’t be as high as the traditional advertising investment; however, the effort devoted to content would be much higher.What we can see, however, is that software companies are investing more heavily than other industries in inbound techniques. This trend relates back to a key point from the previous section — that structured marketing programs bridge the gap between effort and success. Inbound marketing efforts like marketing automation/lead management help connect the dots between otherwise dissociated marketing efforts (like tradeshows and email marketing) so you better prove ROI. 3) Software companies are paying higher costs per lead than other industries. (Tweet This Stat)Across all industries, companies reported paying between $1 and $25 on average per lead, while 44% of software companies reported paying more, at $51-$100 on average per lead. One possible explanation for this trend is that acquisition costs are higher for software than other industries due to higher levels of competition in the market and higher customer lifetime values (LTV).Regardless of the explanation, there’s a very clear takeaway from this trend: Wasted leads yield wasted marketing investments. Software companies especially need to make sure that their customers aren’t falling through the cracks. Paths to conversion are complex, and brands need to be present in their audiences’ sales journeys. Inbound techniques like marketing automation, lead nurturing, and content creation are crucial for driving ROI on cost per lead investments.4) Software companies tend to see slightly higher email open and clickthrough rates compared to other industries. (Tweet This Stat)center_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 More than 70% of surveyed software companies reported email open rates of higher than 10%, and close to 80% of software companies reported click-through rates of higher than 1%. Across all industries, the survey found a notable trend: Companies exceeding or achieving their revenue goals reported high open and click-through rates.One possible explanation for the trend below is that software companies are more likely than other industries to invest in marketing automation and lead nurturing techniques, which rely on segmentation, interest-based personalization, and targeted content.Final ThoughtsThe bottom line for the software industry is clear: Marketing relationships trump one-off tactics. Facing higher than average costs per lead, the software industry can’t afford to let their website visitors and leads fall through the cracks. Inbound marketing investments are crucial to the future of demand generation in this industry. Marketing is about people, and inbound builds structure around this mission-critical perspective.last_img read more

How Ad Blocking Works: Everything You Need to Know

first_img Originally published Oct 1, 2015 6:00:00 AM, updated October 29 2019 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack How do Ad Blockers Work?Ad blockers are applications (plugins or browser extensions) that remove or alter advertising content on a webpage. While a webpage is loading, the ad blocker looks at the site’s scripts and compares them against a list of sites and scripts it was built to block. If it finds any, it blocks them.Download Now: Free Ad Campaign Planning KitWhen Apple unveiled its new iPhone and iOS 9 operating system two weeks ago, it dropped a proverbial wet blanket on marketers everywhere: A new feature in the operating system called Content Blockers will now allow iOS 9 users to install ad blocking applications from the App Store. These ad blocking applications will let people easily block advertising, trackers, and other third-party scripts.The new feature isn’t a total shocker: Apple gave the go-ahead for iOS 9 app developers to build ad blocking extensions for Safari, its default browser app, back in June 2015. And ad blocking applications aren’t a new concept — they’ve actually been available for desktop and Android for a few years now.So why is everyone freaking out? Because this is the first time Apple is allowing them for its over 700 million iPhone users. Use of the mobile Safari app represents more than half of all mobile internet usage.There’s a fair amount of confusion around what ad blocking applications are, how they work on iPhones and iPads with iOS 9, how they affect websites, and what marketers like us should do about them. We know many of you are concerned, so we’re here to clear the air as much as we can. Let’s dig in together.What Are Ad Blockers?Ad blockers are applications (like plugins or browser extensions) that remove or alter advertising content on a webpage.Some of these applications replace that advertising content with something else. Others don’t replace it with anything, leaving holes or broken links on the page where the ads would’ve been.What do ad blockers block? The specific content that’s disallowed varies from app to app. Some of them are meant to eliminate all advertising on a webpage. Others specifically block things that could compromise a user’s privacy — which includes the tracking codes that provide marketers with information about visitors’ activities on the page (like how long a person spends looking at the page or which other pages they look at on the website).Right now, ad blockers target the more “annoying” types of ads like pop-ups and banner ads. According to HubSpot Product Manager Lars Osterberg, Google Adwords ads are often whitelisted by default by many popular ad blockers since they’re seen to be useful (and, in some cases, because they pay ad blockers to do so.)The Pros & Cons of Ad BlockingBlocking ads, tracking codes, and other third-party scripts benefits users by increasing page load times, improving battery life, and protecting privacy. Not to mention, you know, eliminating the annoyance of interruptive ads.At the same time, some argue they totally undermine the infrastructure of the web. After all, advertising is how a lot of free content on the internet is supported financially. When a product is free, you are the product. Your attention is what’s being bought and sold.That’s why there’s a lot of controversy surrounding Apple’s newfound support of these applications, and why the creator and developer of the popular ad blocking app Peace actually ended up pulling his app from the App Store.”Ad blockers come with an important asterisk: While they do benefit a ton of people in major ways, they also hurt some, including many who don’t deserve the hit,” Arment wrote in a post to his personal blog.“Users are inadvertently putting their favorite websites out of business,” said Sean Blanchfield, a long-time online gaming engineer who worked on Call of Duty and Guitar Hero.Among those who ad blockers hurt are marketers — they could potentially lose a lot of analytical data from people using iOS 9. Many of the most popular tools marketers use to measure and analyze visitors’ activities on their websites — and improve user experiences — may be affected.Luckily, there are ways to create content on the web that aren’t affected by ad blockers. It’s just a matter of understanding what they are and how they might affect your website, and then prioritizing strategies that aren’t affected. How Do Ad Blockers Work?First, a person downloads and runs an ad blocking application, whether it’s a plugin or a browser extension or something else. Then, that person opens their browser and tells it to visit a website. While that webpage is loading, the ad blocking application they downloaded looks at the site and its scripts and compares them against a list of sites and scripts it was built to block. If it finds any, it blocks them.The ad blockers available to iOS 9 users work in much the same way, except for one difference: On iOS 9, the Safari browser app can process the list of what to block before the page even loads. The result? Much faster page load times iOS 9 users who’ve downloaded one of those content blockers.Check out how page load time is improved for a Bloomberg article, for example:Image Credit: TheNextWebFaster page load times, eliminating annoying ads, and more secure web browsing … the benefits for users are crystal clear.For marketers, not so much.How Ad Blocking Can Affect Your WebsiteWhile ad blockers have clear benefits for users, the tools widely used by marketers to measure and improve online experiences may be affected.(Keep in mind, by the way, that the iOS ad blocking applications only block ads for users browsing the web in the mobile Safari app. In-app ads won’t be blocked for mobile users — so anyone scrolling through their Facebook News Feed on the Facebook app will still see Facebook ads, for example.)It can mess with your analytics.Because many of the ad blockers available on iOS 9 block both advertisements and analytics scripts, marketers could have trouble collecting the data that gives us insights into our web visitors’ behavior.Any iOS 9 visitor to your site on the Safari app who has a script blocker installed will appear “invisible” in your analytics. So, let’s say 100 people came to my website, and 10% of those people were using the Safari app and had script blockers installed. My analytics would tell me that only 90 people visited my site, and those 10 people would be totally invisible to me.Your website could be totally functional for the end user, but you could still be losing out on critical marketing data like page views and traffic sources.It can mess with user experience.Some apps don’t let user experience of the hook, though. Remember when I said some ad blockers don’t replace blocked content with anything else? To a site visitor using one of those apps, your website might look like it’s straight up missing content or has broken links. Or it could look like you traveled back in time to 1994 with just inline text and images dropped on a page.For instance, the folks at KISSmetrics have reported missing calls-to-actions thanks to ad blockers. Below you can see what users see when they don’t have the ad blocker Adblock installed (left) versus when they do (right): Topics:center_img Image Credit: KISSmetricsSo, What’s a Marketer to Do?While most marketers have likely run into issues caused by ad blockers on desktop, we haven’t had to worry too much about this on mobile devices until now. But mobile users are more important now ever, thanks to online search on mobile devices surpassing desktop searches earlier this year.But alas … ad blocking technology isn’t going away. The reality is that marketers will need to learn to live in a world where desktop, Android, and now iOS users have access to ad blockers for some browser applications.Overall, this means we’ll need to reevaluate and be smarter about where we spend our marketing dollars. Here’s what we recommend.1) Evaluate how well your ads are actually working for your audience.If ads are part of your media mix, it’s time to sit down and dig in to how well they’re really working for your business. If you’re just throwing money at advertising and not being critical about whether it’s actually working, then an increase in ad blocker usage is only going to make it worse.First, ask yourself: Does your target audience use ad blockers? If you’re marketing to people who aren’t super tech-savvy, then there might only be a small chunk of your audience using ad blocking technology … and you may not need to worry as much. But if you’re marketing to a more tech-savvy crowd (like gamers, where all of this ad blocking technology originated) then you’ll have to worry more.Who tends to use ad blocking technology, you might be asking? While it’s too soon for there to be any significant studies on the demographic of people downloading ad blocking apps on iOS 9, Adobe and PageFair conducted a study on ad blocker usage in 2014 that gave us a better idea of the demographic of people who use ad blockers.For example, they found ad blocking is most popular with millennials: 41% of people between 18-29 years old say they use ad blocking software. They also found that men are 48% more likely than women to use ad blocking software when browsing the internet.Next, do some research to find out how your prospects and customers really feel about your ads. Do they like them and think they’re helpful, or do they totally hate them? If your audiences like the way you advertise, you might be on to something. If they hate them, well … you’ll need to restrategize.You can ask your customers using a survey. The big networks like Facebook, Twitter, Google, and LinkedIn also offer feedback loops that’ll give you an idea of whether people like your ads on those networks.For example, Facebook calls this metric “negative feedback,” which is “a rating based on the number of times your audience hit your ad or otherwise indicated a negative experience, such as choosing not to see ads from you.” If your negative feedback is high, it means people don’t want to see your ad.At the end of the day, make sure your ads are making money for your business. Watch your metrics closely, and if you’re seeing that ads aren’t affecting your bottom line — or, even worse, if you’re seeing a noticeable decline — then it’s definitely time to rethink your strategy.2) Focus on ad viewability.Real talk: Are your ads even being seen? Digital ad fraud has always been an issue for advertisers: Before the iOS 9 update, a study from ANA found that 11% of online display ads and 23% of video ads aren’t actually displayed to real people. Instead, they’re being seen by robots creating fake impressions and clicks.Now, we have to worry about ads being hidden or removed from our websites by ad blockers, which would render those views and impressions invisible altogether to our marketing analytics. This won’t just affect display and banner ads; it could also affect native ads for iOS 9 users using ad blockers who are browsing the internet on Safari.If you’re advertising on Google, the Google Display Network will help tell you how many of your ads are actually being viewed by people. They’re trying to set a new standard in the industry by only counting an impression if they’re confident it’s being seen by a real human.Marketers who use display advertising in their marketing strategy should take the same approach, says Marcus Andrews, product marketing manager at HubSpot. They should demand viewability, and be more critical and more focused on making sure their ads are being seen — and restrategizing and reprioritizing if they’re not. 3) Choose ad networks that have a more inbound approach to advertising.Google’s display network was engineered to measure true viewability for display advertisements — as in, only reporting the number of actual humans they believe views those ad.Facebook’s changes are also geared toward creating better experiences for its users. This includes their News Feed updates, which give users more and more control over which content they’re shown in the News Feed. It also includes Facebook’s approach to native advertising, which encourages marketers to advertise their content in a way that doesn’t feel like an advertisement.LinkedIn’s Sponsored Updates take a similar approach by letting users not only reach a broader audience than their followers, but also by promoting content that’s relevant, helpful, and interesting to that audience.(Remember: While some of the most popular iOS ad blocking applications can still block native advertisements in the Safari browser, they won’t be able to block them for mobile users who are viewing the in-app advertisements.)So put your money with ad networks like Google, Facebook, LinkedIn, and Twitter because they’re doing advertising the best right now. And if you want to advertise with publishers, here’s a directory of HubSpot-verified publishers that are some of the best and most trusted out there.4) Take a more inbound approach yourself.Being hooked on advertising has never been sustainable — but now, it can put marketers in an even more precarious spot. The rise of ad blocking on mobile is yet another reason for marketers to think: Should inbound marketing be a bigger part of my mix?Increase organic traffic to your website instead of relying on referral sources by building out your website’s blog and content. Every time you write a blog post, it’s one more indexed page on your website. Every new indexed page is one more opportunity for you to show up in search engines and drive organic traffic to your website. (Read this blog post for more tips on building out your company’s blog.)Now that Apple’s opened the doors for ad blockers for such a huge online audience, it’s more important than ever for marketers to be smart about where they invest their advertising resources. They want to avoid getting their ads blocked — and, you know, create better ad experiences for their site visitors. Advertising Best Practiceslast_img read more

Viewability? It’s the Least of Publishers’ Worries

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 Originally published Oct 6, 2015 7:00:00 AM, updated February 01 2017 Once upon a time, clicks and impressions were the currency of digital media. But today, times are changing. With banner blindness being the norm, advertisers are looking for new ways to get more out of their digital advertising investments. They’re looking to build long-term relationships through leads that they can nurture. The problem? There’s often a disconnect between media companies and advertisers.As this MediaPost article points out, viewability is one of the biggest areas of focus in digital media, as “companies are scrambling to develop technologies that improve viewability; trade organizations are hard at work setting new viewability guidelines.” From an audience experience standpoint, these investments are important, but they’re also only part of the digital media ‘success equation.’To be most successful for publishers and advertisers, viewability needs optimization: campaign owners need to connect the dots between first impressions and transactions.How Media Companies Can Connect Viewability to Down-Funnel ActionsSanity Check Your Campaign Goals It’s important to drive eyeballs to your campaigns. But you also need to make sure that these audiences are relevant and targeted to your advertisers’ products and services. As impressive as high impression counts may seem, they’re vanity metrics: only a subset of this audience will matter to your advertisers.The challenge with measuring views and impressions, however, is that it’s impossible to distinguish potential customers from passerbyers. That’s why it’s important to define a clear set of goals for every campaign that you execute. If you’re going to track views, make sure that they’re for very specific initiatives. Top of funnel examples include opt-in offers, webinar registrations, and complementary resources. A rule of thumb is to make sure that you can calculate a conversion rate from every single campaign: this is a metric that publishers and advertisers can both optimize.For a detailed guide on how to track this progress, check out this resource.Stop Equating Clicks With EngagementOnce upon a time, clicks were the currency of digital media. The rationale? They represented a sign of audiences taking action on an offer. But technology has improved dramatically. Why are publishers still relying on the same metrics that they did in 1999?Both advertisers and publishers know that clicks don’t equal engagement. There are too many variables at play: audiences may click on an ad randomly or accidentally—especially on mobile screens where viewing room is tiny. No matter the case, clicks aren’t substitutes for engagement or even viewability. Your advertising products and even your pricing models need some adjustment. The shortest and most impactful path forward? Price based on value.When it comes to measuring engagement, there are many audience actions that you’re already equipped to measure. Examples include newsletter sign-ups, offer redemptions, and social shares. What these conversion goals share in common is that they tell a very human story: a person came to a website, saw something that interested them, and took action. The most effective ad products and pricing models reflect this dynamic.But publishers may be hesitant to make the switch. Since the earliest days of the internet, digital media has been a numbers game, with advertisers using metrics like Alexa and Compete rankings to choose their publisher partners. Big numbers look good, so why make the switch to a model with much lower performance figures?The short story: advertisers want their campaigns to back out into an ROI. From a sales perspective, it’s better to attract a tailored focused audience than one that is completely irrelevant. From a common sense perspective, more isn’t always better: in fact, it’s a waste of your advertisers’ time. Publishers can optimize quality by tailoring their ad products around engagement—not clicks.Optimized Earned MediaEarned media is what happens when publishers and advertisers create really awesome content, offers, and campaigns: audiences start hitting the ‘share’ button, which results in free, incremental advertising. The end result? Publishers can justify higher price points on advertising campaigns, and advertisers won’t blink an eye. Even more importantly, target customers end up with products that they love. Earned media is a sign that everyone is winning.The most common form of earned media is social sharing—the online equivalent of ‘word of mouth.’ But even social metrics can have problems similar to clicks. An extra share doesn’t mean that your ad campaign is getting seen: audiences may be sharing your content, but are their friends responding and taking action?This question will bring you full-circle to point one from this blog post. You need to make sure that every ad campaign has a clearly defined campaign goal. WIth this mindset, you’ll be able to quantify the value of the earned media that your ad products are generating. Instead of saying “earned media took the form of X extra social shares,” you’ll be able to say, “earned media generated Y incremental revenue.”In a Nutshell To emphasize their added value, publishers need to get close to their advertisers’ bottom lines. Clicks, views, and social shares are important to this equation, but they’re also vanity metrics that are challenging to back into ROI. The reason? It’s impossible to see the intent behind these actions, and without this perspective, advertisers and publishers are limited to their best guesses. Two simple actions can help overcome these challenges: define your goals, and create campaign features that optimize them. Ask your audiences to take action by presenting a value proposition that they can’t ignore.last_img read more

UX vs. UI: What’s the Difference?

first_img Don’t forget to share this post! Originally published Jun 21, 2018 6:00:00 AM, updated July 12 2019 Understanding the difference between UX and UI can get confusing — the roles work closely together, and sometimes the terms are used too ambiguously to firmly understand either one.To understand the difference between UX and UI, let’s start with an example: YouTube.Take a look at the YouTube home screen. Everything you’re seeing — the search bar at the top, the “Trending” and “Subscriptions” and “History” categories on the left, the “Recommended” videos below — is all the work of a UI designer.Download 195+ visual marketing design templates to use for social media posts, infographics, and more. At its most basic level, UI is the presentation and interactivity of a product — where’s the sign-up button, is it easy to navigate, where’s the logo and if I click the logo where does it take me?Now, imagine every YouTube video you click loads slowly. Imagine you search “cats” and nothing comes up. Imagine you can’t search account user’s by their username, so it’s hard for you to find that girl who sang an acoustic rendition of that Ed Sheeran song.With those actions, you’re having a less-than-ideal user experience. You don’t enjoy engaging with the product, and it isn’t offering you what you want. Those problems are the responsibility of a UX designer.Cognitive scientist Don Norman, who first coined the term UX in the 1990s, and Jakob Nielsen, co-founder of the Nielsen Norman Group, explain the difference of UX versus UI this way:“Consider a website with movie reviews. Even if the UI for finding a film is perfect, the UX will be poor for a user who wants information about a small independent release if the underlying database only contains movies from the major studios.”In this example, both UX and UI are critical components for the user to enjoy the product, but a user can’t appreciate the interface of a product if the product itself doesn’t deliver what the user wants.Let’s define UX and UI in more detail now, to further clarify the difference between the two.What’s UX?UX, which stands for user experience, is the process of researching, developing, and refining all aspects of a user’s interaction with a company to ensure the company is meeting the user’s needs. A UX designer must ensure people find value when they interact with a company’s products or services.A UX designer is responsible for all aspects of a user’s interaction — this means a UX designer is not solely responsible for the technology behind a product. They’re responsible for how a user interacts with a company both on and offline, including customer service and other facets.Essentially, a UX designer must answer the question: “How can my company’s product best meet our user’s needs?”Now, what’s left for a UI designer to do?What’s UI?A UI designer’s responsibilities are more cosmetic than a UX designer’s — a UI designer is responsible for the presentation of a product. But that doesn’t mean a UI designer just picks some pictures and a logo and calls it a day.A UI designer is responsible for how everything on a page aligns in relation to each other. The visual elements you see on a page, such as buttons and icons, and the interactivity of a product, falls on the UI designer.Have you ever visited a website and thought, “Wow, this company is really cool and has a great product, but what really sold me was their website’s intuitive and sleek layout?”That’s largely due to their UI designer.How do UX and UI work together?Now that we’ve explored UX and UI separately, let’s see how they function collaboratively.Let’s say your company wants to develop a running app, so your CEO hires a UX designer. The UX designer is first going to do some research into competitor’s apps and your user’s pain points.With this information, she will decide the core features of the app (“must monitor heart rate and mileage”), and explore user personas in-depth to create a site map and initial prototype.From there, a UX designer will create wireframes, test and refine them, and convert those wireframes into mockups. Then, the UX designer will conduct research and refine the product for the market. Throughout all stages, the UX designer is focused on the structure and value of the product and how that product is or isn’t meeting user’s needs.Towards the end of development, a UI designer will then take control over the app’s appearance, including on-screen forms, images, buttons, links, and icons.As you can see, the primary difference between UX and UI is goals: a UX designer is focused on the users’ experience, including anything that might motivate or frustrate them, why they would or wouldn’t enjoy the product, and what the product needs to include to delight the user.A UI designer is given those constraints — she’s told what the app must include and exclude, and how it’s going to work. Using those constraints as a guideline, she works on the design and interactivity to ensure the user understands the product and enjoys the presentation of it.You can’t create an exceptional product without both UX and UI. Without a UX designer, YouTube would appear beautiful and appealing but completely unusable. And, without a UI designer, YouTube would be a great idea in theory but would be difficult and confusing to navigate on the screen.  User Experience Topics:last_img read more

Jamaica to Host ECPA Energy Summit in 2019

first_img Extending appreciation to President of Chile, Michelle Bachelet and the Minister of Energy, Hon. Andres Rebelledo and his team, in partnership with the OAS, for guiding ECPA over the past two years, she noted that Chile has handed Jamaica the baton with a running start. She expressed confidence that Jamaica will also provide strong leadership. Ambassador to the United States and Permanent Representative to the Organization of American States (OAS), Her Excellency Audrey Marks, made the announcement as she addressed the opening plenary of the 3rd Ministerial Meeting of ECPA, at Viña del Mar, just outside Santiago, Chile, on September 7. Jamaica is to host the 5th Ministerial Meeting of the Energy and Climate Partnership of the Americas (ECPA), scheduled to be held in 2019. Story Highlights Jamaica is to host the 5th Ministerial Meeting of the Energy and Climate Partnership of the Americas (ECPA), scheduled to be held in 2019.Ambassador to the United States and Permanent Representative to the Organization of American States (OAS), Her Excellency Audrey Marks, made the announcement as she addressed the opening plenary of the 3rd Ministerial Meeting of ECPA, at Viña del Mar, just outside Santiago, Chile, on September 7.The Ambassador spoke of the continued commitment of the Government towards energy diversification and access, and reduced cost to the population.She said Jamaica looks forward to the next two years of leading the work of the ECPA in partnership with the team at the Development Secretariat of the OAS.“The region is rich in natural resources and we will seek to optimize this potential through various activities that will make the Americas a leader in the new energy paradigm,” the Ambassador said.Extending appreciation to President of Chile, Michelle Bachelet and the Minister of Energy, Hon. Andres Rebelledo and his team, in partnership with the OAS, for guiding ECPA over the past two years, she noted that Chile has handed Jamaica the baton with a running start. She expressed confidence that Jamaica will also provide strong leadership.“I am very heartened by the expressions of support from the partners of this initiative at the United States Department of Energy and Department of State as well as the Inter-American Development Bank (IDB) and World Bank delegations,” the Ambassador said.Also addressing the meeting were President Bachelet and the Secretary General of the OAS, Ambassador Luis Almagro.President Bachelet highlighted the necessity of energy access and her country’s commitment towards more sustainable energy, and supporting the guiding principles and Action Plan of the ECPA.During the opening ceremony, representatives from several countries made presentations in support of the seven pillars of the ECPA.The seven pillars include: promoting renewable energy; improving energy efficiency; making more efficient use of fossil fuels; creating energy infrastructure; reducing energy poverty; promoting regional energy integration; and developing energy research and innovation.Its Mission is to promote regional energy cooperation through different strategies and actions to achieve a cleaner, safer, efficient, modern and fair energy deployment, while the Vision is one of shared leadership in the implementation of energy initiatives and the exchange of experiences within the countries of the Americas, in support of energy development objectives.The ECPA is supported by a Technical Coordination Unit led by the Department of Sustainable Development of the OAS.last_img read more