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The Ultimate List of Types of Marketing [41 and Counting]

Home » Archive by Category "Digital Marketing"

By cchi@hubspot.com (Clifford Chi)

Like many of the people who work in the industry, digital marketing was born in the 1990s. Back then, email was the age of most college graduates, AT&T launched the first banner ad, and the CRM industry was just starting to thrive.

Needless to say, marketing has evolved at breakneck speed since then, sprouting many more types of marketing. Some are definitely more effective and relevant than others, so read on to learn about the top types of marketing around today.

The Ultimate List of Types of Marketing

1. Traditional Marketing

Traditional marketing refers to brand promotion on any kind of channel that has been around since before the advent of the internet. Because information wasn’t as easily accessible and readily available, the majority of traditional marketing relied on outbound tactics such as print, television ads, and billboards.

2. Outbound Marketing

Outbound marketing refers to intrusive promotion such as print ads, TV ads, cold calling, and email blasts. This marketing method is called “outbound” since the brand is pushing their message out to all consumers to spread awareness — whether they are in need of it or not.

3. Inbound Marketing

Inbound marketing, on the other hand, is focused on attracting customers rather than interrupting them. The majority of inbound marketing tactics fall under digital marketing as consumers are empowered to do research online as they progress through their own buyer’s journey (more on that later).

The focus for inbound is on creating valuable experiences that have a positive impact on people and your business to pull prospects and customers to your website with relevant and helpful content. Once they arrive, you engage with them using conversational tools like email and chat and by promising continued value. Finally, you delight them by continuing to act as an empathetic advisor and expert.

4. Digital Marketing

Digital marketing is the opposite of traditional marketing, leveraging technology that didn’t exist traditionally to reach audiences in new ways. This type of marketing encompasses all marketing efforts that use an electronic device or the internet. Businesses leverage digital channels such as search engines, social media, email, and other websites to connect with current and prospective customers. We’ve broken some of these down in more detail below.

5. Search Engine Marketing

Search engine marketing, or SEM, includes all activities in the effort of ensuring your business’s products or services are visible on search engine results pages (SERPs). When a user types in a certain keyword, SEM enables your business to appear as a top result for that search query. The two types of SEM include search engine optimization (SEO) for organic search results and pay-per-click (PPC) advertising for sponsored SERPs.

To get started with SEO, you must familiarize yourself with search engine ranking factors and produce content for search engines to index.

To get started with pay-per-click SEM, you must work with the search engine you’re looking to purchase placements with. Google Ads is a popular choice. …read more

Source:: HubSpot Blog

      

B2B Marketing News: The B2B Categories Rising During Crisis, New Search Traffic Data, B2B Marketplaces See Growth, & Google’s New Ad Features

Home » Archive by Category "Digital Marketing"

By Lane Ellis

2020 April 24 MarketingCharts Chart

2020 April 24 MarketingCharts Chart

10 B2B Tech Categories Gaining Interest Because of COVID-19
Telemedicine, electronic signature, online conferencing, and mobile app development were the most swiftly-rising B2B technology software categories, according to recently-released report data, showing rises of as much as 613 percent since the global health crisis began. MarketingProfs

Magnifying the Massive Growth of B2B Marketplaces
87 percent of B2B buyers and 97 percent of millennial B2B buyers purchase through online marketplaces, according to recently-released report data, also showing that millennials have preferred review websites and web search as top pre-purchase research resources. G2

Exclusive: Mary Meeker’s coronavirus trends report
Mary Meeker, publisher of the Internet trends report since 1995, recently released a special coronavirus trends update, which found that on-demand platforms and online marketplaces have been seeing big numbers and high growth, among other items of interest to B2B marketers. Axios

LinkedIn Is Working on Polls and a New Hashtag ‘Presentation Mode
Microsoft-owned LinkedIn (client) has been testing poll and hashtag presentation mode features, items that could eventually become part of the professional social network for its 675+ million members. Social Media Today

Marketing Benchmarks and Trends Overview: The Surprising Impact of COVID-19 on Organic Search Traffic
Some 63 percent of marketers said that they are increasing their focus on SEO due to the ongoing global health crisis, while organic search traffic for overall B2B industries grew by 11 percent during the first quarter of 2020, according to new survey data of interest to digital marketers. Skyword

How Different Generations of Consumers Use Social Media [Infographic]
Gen Z is most likely to use Instagram to follow brands, while millennials and Gen X prefer Facebook, according to recently-released business and consumer survey data, which also showed that when it came to making purchasing decisions, YouTube was the leading social media platform for members of all three demographics. Social Media Today

2020 April 24 Statistics Image

Millennials, Gen Z Want Distraction—and Action—From Brands During Crisis
During the pandemic, baby boomers say that they want brands to support their employees and donate to the needy, while younger generations say they are paying more attention to how brands are advertising, according to recently-released survey data. Adweek

Facebook Is Testing Longer-Lasting Stories, With an Option to Keep Stories Active for 3 Days
Facebook has been testing an option that allows ephemeral stories to extend their traditional publishing lifespan from 24-hour to three days, a feature that could eventually attract more brands to Facebook Stories. Social Media Today

Google Ads Data Hub testing audience lists for display campaigns, adding new features
Google has begun testing an array of new features within its Google Ads Data Hub — changes that could bring marketers the ability to work with same-day impression data, new sand-boxing options, and more, the search giant recently announced. …read more

Source:: Top Rank Blog

      

Agent Finders: A Stress-Free Guide to Selling your Home

Home » Archive by Category "Digital Marketing"

By Manager

Relocating the home is something
we all have to deal with at some point in our lives, and yes, it can be a very
stressful experience at the best of times. You may already have found your new
dwelling, and despite loan approval, you can do nothing until you find a buyer
for your existing property, and with so many homes on the market today, how do
you manage to find a buyer within a short time?

Three Step Digital Solution

For those who are looking to sell
their home, look no further than an online agent locator – a website where you
can,

A) Find real estate agents

B) Compare information

C) Connect with agents

Quick and to the point, using such
a web service in completely free to the homeowner, as the buyer pays a nominal
fee, and with everything at your fingertips, you can scroll through agent
information until you find one that looks inviting. The service is free and you
have all the tools you need on your device screen, empowering you to contact
and connect with chosen agents, and there’s never been an easier way to find real estate agents, and what’s more, the service is free!

Agent Networks

As you would expect, when buyers
wish to view properties, they do so online, and connecting with a single real
estate agent could have your property listed on as many as one dozen digital
platforms, which would reach thousands of potential buyers.

Professional Property Presentation

Like selling anything, listing a
property is all about presentation, with the agent using a professional
in-house photographer and a copy writer to present your home in the best
possible light, which dramatically improves your chances of a quick sale. There
might need to be some gardening and painting, to show the real appeal of the
property, and with professional images and perhaps a show video, interested
parties can gain an insight into your home.

Unbiased Information

When you use a website that
connects sellers with agents, you can rest assured that the data you receive is
genuine and unbiased, which really does help you to make an informed decision
when looking for an agent to represent your property. Using an established
agent finder is the key to a hassle-free quick sale, and as the service is free
to the seller, you would be crazy not to take advantage of this online offer.

Planning the Next Chapter

No one wants the sale of a
property to hold up their plans, with a new home secured and empty, waiting for
the new occupants, and the agent finder will connect you to the best agents.
This will mean your move will happen sooner rather than later and you can move
onto the next exciting chapter of your life.

Searching for an established agent finder is easy with a Google search, and before you know it, you will connect with the best real estate agent who will help you to sell the property.

The post Agent Finders: A Stress-Free Guide to Selling your Home appeared first on Social Media Explorer.

…read more

Source:: Social Media Explorer

      

Payment terms lengthen and late payments rise for publishers

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By Max Willens

Media’s age-old problem of long payment terms is getting tougher for publishers to bear.

Through the first three weeks of April 2020, payment delays on invoices to publishers and media agencies have increased 20%, according to data collected by FastPay, which provides both invoice factoring and access to capital to media companies. Separate research conducted by Oarex, an invoice factoring firm that serves media companies, found that the number of firms that paid their invoices late rose 14.6%, to 55%, in the first quarter; Oarex’s research involved invoices sourced largely from publishers and media agencies.

“Our receivables are normally at 58 days,” an executive at one large digital publisher said earlier this month. “It’s already at 78, and I fully expect it to go over 100.”

An executive at one digital publisher got an email late last month from one of its three largest advertisers saying that the advertiser’s payment terms were moving from from 60 days to 90 days because of disruptions related to working remotely.

That same month, the digital news site Inquisitr decided to terminate its relationship with an SSP after the SSP changed its payment terms from 30 days to 90 days.

“I’d sooner move to a similar paying rate partner with better terms,” CEO Dominick Miserandino said. “A jump like that might be a warning sign.”

Though publishers have little recourse, some have changed the tactics they use when talking to advertisers. Benjamin Cohen, the CEO of PinkNews, said that in March, his sales team told several advertisers that it would not turn ad campaigns on until the advertisers paid.

That strategy had to be applied selectively, Cohen said. But in circumstances where PinkNews was playing a key role in the advertiser’s plans, it proved successful.

“I’d love to say we could do that all the time,” Cohen said. “But we were careful about which clients we did that with.”

Dismaying as those numbers might be, they figure to get worse; both reports only reflect a couple weeks’ worth of the pandemic’s effects. Payment windows are liable to get longer and late payments should become more frequent. Oarex data finds that, on average, the payment terms are increasing 15-45 days from their current levels, Oarex CEO Hanna Kassis said.

“We expect a lot of companies that didn’t publicly extend their payment terms to start paying really late [in the second quarter],” Kassis added. “We’re going to see a lot more late payments.”

The uptick in late payments are being driven by a number of things. Companies that furloughed or laid off workers are now operating more slowly, as diminished staffs try to pick up slack, said Secil Baysal, the president and chief operating officer of FastPay. That dynamic has worsened with everybody working from home, Baysal added.

The longer payment windows are likely the result of more companies trying to hold onto cash as long as possible, hoping that the arrival of the third quarter, when the economy could be running more …read more

Source:: Digiday

      

‘It’s not as exciting as other jobs’: The child’s view of their work-from-home parents

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By Lara O’Reilly

For many ad industry staffers, the coronavirus-forced lockdown hasn’t just been about adjusting to the quirks of remote work, but also having to suddenly juggle three full-time roles as parent, teacher and executive.

For the children of those parents, the lockdown has opened a rare window into what their moms and dads actually do for a living.

Digiday asked seven brave advertising executives to take on another temporary new role — interviewer — and ask their kids what their parents’ jobs entail.

Such is the unpredictable nature of kids, their answers range from adorable at one end of the scale — “I want to work with Daddy” — to devastatingly blunt at the other — “I think she should work harder.” And ad execs’ children appear to have cottoned on to the notion that all they really do all day is make lots and lots of phone calls…

Agnes (age 4) and Kitty (6) interviewed by their mom Helen James, managing director of creative agency Crispin Porter Bogusky in London

Helen, Agnes and Kitty. Source: Helen James

What does mommy do for a job?

Agnes: She makes things that people see. Her job is quite tippy-tappy. She types on computers all day and talks on the phone to everyone.

Kitty: She puts adverts in places. I’ve seen lots of them about boring things. I did see Duolingo, and that one was good – oh but that was Daddy’s advert not Mummy’s. [Editor’s note: James’s partner is Rob Ward, chief strategy officer at competitor agency, And Rising.] Oh, she also puts things on screens.

What is the best thing about Mommy’s job?

Kitty: We get lots of sweeties from June [Frangue, head of design at Crispin Porter.]

Agnes: Playing the cupcake game, and Duolingo. [Again, this is James’s husband’s ad.]

Would you like to do Mommy’s job when you get older?

Agnes: No, it’s not as exciting as other jobs. Like keeping the flowers and the bees healthy and looking after the planet.

Kitty: No, I want to be an explorer and a rockclimber.

What’s the worst thing about Mommy’s job?

Agnes: She doesn’t get much time to play with us, or pick us up from the black gate. [School, in other words.]

How could Mommy do her job better?

Kitty: She could work a bit slower, and she should take more breaks. Or, she could change to be a doctor or vet, and help people.

Agnes: I think she should work harder.

Caitlin (6) interviewed by Tom Firth, managing Director at ad agency M&C Saatchi Global

What do I do for a job?

Caitlin: Make adverts.

And what does that actually mean I do all day?

Caitlin: Sit in your office and do your work by writing a script about what advert you’re going to make.

What’s the best thing about my job?

Caitlin: That you get to see your friends at work.

What’s the worst thing about my job?

Caitlin: You don’t get to see us until night and you are a very nice dad so I’m very sad when you have to do it — and we don’t get to see you …read more

Source:: Digiday

      

Things That Small Business Owners Can Do to Ensure Success

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By Manager

When you start a small business, it’s a scary,
uncertain time, and you’ll no doubt be looking at any potential ways you can
improve your chances of success. No matter what size of your business or what
you do, there are certain things that can really help in those early days, so
here are some tips to help you get your business off the ground.

Work
with business consultants

Even if you’ve worked in your industry for a
long time, it’s a good idea to work with a consulting
company

early in the process, so you can make a great
business plan. Knowing your industry and knowing how to start and run a
business are very different things, so most budding entrepreneurs will need
some sort of support and guidance in the early days, no matter what they plan
to do.

Focus
on marketing

In the early days of your business, it’s
important to focus on marketing to get the word out there and start building
your client list. There are many different ways you can market a business,
including:

  • SEO/SEM
  • Magazines and leaflets
  • Local radio
  • Social media
  • Networking and referrals
  • Collaborations with other
    businesses

In the early days of your business, it’s best
to try a little bit of everything to see what works best, but as you get
further into building your brand, you can identify what works for you and
budget accordingly.

Do
lots of research

Research is key to building your business, as
whatever products or services you want to offer, you need to make sure there’s
a market for them. Start by looking at your potential competition. Does anyone
else do what you want to do? If so, what’s your unique selling point? Will
there be enough local demand to turn a profit? If not, would you sell online
and potentially become a global business? The more research you do, the lower
your risk.

Start
small

Many budding entrepreneurs make the mistake of
taking out a huge loan, spending a whole load of money to get things off the
ground, then finding their business plan isn’t viable. It’s much better to
start small, especially if you are self-funding and potentially risking your
savings. Many entrepreneurs start their business in their spare time from their
garage, so don’t feel like you need to spend a lot to get started.

Don’t
be afraid to ask for help

If you need help with your business, don’t be
afraid to ask for help, whether it’s from the professionals or family members.
Building a business can feel lonely at times, so there will no doubt be times
when you need a second opinion or just someone to talk to.

When you are building a new business, you’ll
want to ensure it’s as successful as possible. While there’s no guarantee of success,
there are steps you can take to make it more likely. From getting the right
advice to making sure you get the word out through different types of
marketing, follow the tips above for business success.

The post Things That Small Business Owners Can Do to Ensure Success appeared first on Social Media Explorer.

…read more

Source:: Social Media Explorer

      

In uncertain times, brands on Twitter are reimagining assets and connecting with creators

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By Twitter

It’s a challenging time for all of us. And with shoot cancellations and the majority of creative teams working from home, marketers are additionally challenged with creating content. Given the nature of the changes underway, we asked Stacy Minero, the head of ArtHouse, Twitter’s global team that connects brands with the creative talent of influencers, artists and editors, to give tips on how brands can still make creative that earns attention and drives connection.

What do you think is the role of brand-driven content during a crisis?

Stacy: People want to hear from brands, especially if they have something meaningful to say. The pandemic has driven people to look for reliable, credible information and for ways to do their part and help. They’re also looking for levity, entertainment and opportunities to feel connected with other people while we social distance. Content from brands should tap into what people are watching, sharing and talking about in the moment.

What feedback have you heard from brands on the challenges they face during these uncertain times?

Stacy: Over the past few weeks we have heard concerns from partners that production shoots are being canceled or postponed in light of coronavirus measures, making it harder to communicate their brand mission or message. Given this challenge, we want to reinforce our commitment to helping partners develop content that tells their brand story in a way that informs, inspires and entertains.

What are some considerations brands should make if their creative shoots have been canceled?

Stacy: One way to pivot is to reimagine existing assets. The ability to edit quickly, turning brand assets into new content, is crucial. If you don’t have a team that can optimize these ways, in-house, look for a partner team that can. Brands working on Twitter need to be able to take stock footage, long-form videos and still photography and transform it into new video optimized for the platform. And they need to be able to do it fast.

If reimagining existing assets isn’t an option, what are some solutions to creating new content?

Stacy: People are turning to creators to stay connected and entertained. On Twitter, we’re seeing consumption of creator videos on the rise as many look to their favorite entertainers and digital creators for escape. Brands can leverage creators to develop feed-stopping content that brings a new visual lens to their creative, or feel like an extension of their campaigns. But first they need to be connected with a network of talented creators, from artists who create with craft to influencers who bring a unique voice and fan base.

What makes creators unique during this moment in time?

Stacy: The beauty of working with creators is that their mobile screen is their production stage. They’re used to working remotely and collaborating virtually, so working from home is totally natural for them. This is a great solution for brands who need creative support and creators looking to monetize their craft.

SURVEY: 55% of public relations pros still use spreadsheets to manage contacts

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By Sarah Evans

To rev up support for Prezly’s Global PR Survey 2020, they’ve teased out some of the current findings to show the current state of public relations professionals workflow habits.

With all of the technology and services at our disposal, early results show a whopping 55% of pros still rely on spreadsheets to manage media and contact lists and/or transfer contacts to a spreadsheet from another service. It implies that the majority still want control over their assets as much of it becomes proprietary. Current process requires manual updates annually and can become time consuming and costly — but may be worthwhile, especially to small firms who rely heavily on their outreach lists.

Manual is the name of the game. Not only do professionals continue to mostly work from spreadsheets, the best research for media, influencers and other industry contacts comes from doing it yourself. Buying media lists was the lowest ranking at 9% with 83% thus far reporting in and listing “manual research” as the number one tool in their research arsenal.

Typically manual research implies professionals are doing a combination of things: keeping up-to-date with what reporters are writing about, alerts set up on a social channels, monitoring key industry titles and simply using social media to identify and connect with potential media who may be interested in a story. All said, manual implies “real,” and there’s no price tag for that.

The 2020 survey itself focuses heavily on questions related to PR pain points, like, “building a contact database from scratch,” and “following up with unresponsive contacts.” The survey forces you to think about what a meaningful and reciprocal relationship looks like with media contacts and where you may currently fall short and what your future goals are.

Then they dig into what it means to have great relationships with media. While these are built over time and through reliability and credibility, it seems, based on the line of questioning that the sheer ability to simply be “seen” by media is something PRs continue to struggle with.

The Prezly team plans to announce their findings from the survey on April 30 and will share visual representations of responses, key findings and insights from their executive leadership.

If you work in public relations and would like to take the survey before it closes on April 27, click here.

The post SURVEY: 55% of public relations pros still use spreadsheets to manage contacts appeared first on Social Media Explorer.

…read more

Source:: Social Media Explorer

      

Content Authority: Potential Measures of Authoritative Content – Whiteboard Friday

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By rjonesx.

Posted by rjonesx.

When it boils down to it, every idea in SEO can be understood as a set of measurements we use to rank one page over another. And that means that when it comes to measuring a concept like the authoritativeness of your content, there are almost certainly factors that you can analyze and tweak to improve it.

But if Google were to use a measure of content authority, what might go into it? Against what yardstick should SEOs be measuring their content’s E-A-T? In this episode of Whiteboard Friday, Russ Jones walks us through a thought experiment as to what exactly might constitute a “content authority” score and how you can begin to understand your content’s expertise like Google.



Click on the whiteboard image above to open a high-resolution version in a new tab!

Video Transcription

Hey, folks, this is Russ Jones here with another Whiteboard Friday, and today we’re going to have fun. Well, at least fun for me, because this is completely speculative. We’re going to be talking about this concept of content authority and just some ideas around ways in which we might be able to measure it.

Maybe Google uses these ways to measure it, maybe not. But at the same time, hopefully what we’ll be able to do is come up with a better concept of metrics we can use to get at content authority.

Now, we know there’s a lot of controversy around this. Google has said quite clearly that expertise, authority, and trustworthiness are very important parts of their Quality Rater Guidelines, but the information has been pretty flimsy on exactly what part of the algorithm helps determine exactly this type of content.

We do know that they aren’t using the quality rater data to train the algorithm, but they are using it to reject algorithm changes that don’t actually meet these standards.

How do we measure the authoritativeness of content?

So how can we go about measuring content authority? Ultimately, any kind of idea that we talk about in search engine optimization has to boil down in some way, shape, or form to a set of measurements that are being made and in somehow shape or form being used to rank one page over another.

Now sometimes it makes sense just to kind of feel it, like if you’re writing for humans, be a human. But authoritative content is a little bit more difficult than that. It’s a little harder to just off the top of your head know that this content is authoritative and this isn’t. In fact, the Quality Rater Guidelines are really clear in some of the examples of what would be considered really highly authoritative content, like, for example, in the News section they mention that it’s written by a Pulitzer Prize winning author.

Well, I don’t know how many of you have Pulitzer Prize winning authors on your staff or whose clients have Pulitzer …read more

Source:: Moz Blog

      

Forms Testing: What It Is & How to Do It

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By Rebecca White

The other day I decided that I wanted to buy some comfortable outfits to wear around the house.

As I was online shopping, I started to fill out my shipping information in the online form.

However, the form had a requirement that the “City” field could only be 20 characters long. Now, the city I live in is three words, and 22 characters typed out.

Having faced this problem before, I tried to shorten the city name, but my phone was autocorrecting.

Ultimately, I couldn’t get past this form on my phone. I had to go on my desktop to make the order so autocorrect wouldn’t impact the length of the city name.

Predictably, this was a frustrating user experience.

As marketers, we use online forms in our campaigns all the time. To see success, it’s important to test your online forms for user experience and conversion rate.

Below, let’s review what form testing is and how to implement it in your online form strategy.

Now that we’ve covered what forms testing is, let’s dive into the components of your online form that you should be testing.

Online Form Elements to Test

Once you’ve created an online form on your landing page, it’s important that you test it for both functionality and effectiveness.

Below, we’ve listed a few elements that you should test depending on your goal.

Functionality

  • Validation: Validation is how you’ll ensure the information put on a form is accurate. For example, you can set requirements on your form for the email and phone number fields so users can only input correctly formatted emails and phone numbers. By setting up those requirements, users won’t be allowed to submit the form if there’s an error. When an error occurs, a validation message will appear and let users know what’s wrong. When you set up an online form, you need to check that the requirements and validation messages you set up are working correctly.
  • Notifications: When a user submits a form, you should be notified. After setting up an online form, double check that you’re receiving notifications. Additionally, typically an online form will trigger an email or confirmation message to the user. You’ll want to test and confirm that’s working as well.
  • Thank You Page: After a user submits an online form, usually they’re directed to a thank you page. This is one of the most important elements to test. Make sure that the entire process of landing page to form submission to thank you page is working seamlessly.
  • Payments: If your form requires a payment, you’ll want to test and make sure your payment processor is working.
  • Mobile Devices: When I went through the form submission process above, the mobile experience wasn’t working well. The issue I experienced couldn’t have been found if the company only looked at the desktop user experience. That’s why you should test your form on different devices. Make sure there aren’t any friction …read more

    Source:: HubSpot Blog

          

Product Strategy: Defining a Product's Purpose and Plan

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By jfuchs@hubspot.com (Jay Fuchs)

Say I’m in the process of developing a new waffle iron. It’s going to be capable of perfectly detecting when a waffle is golden brown no matter the volume or thickness of the batter. We’re talking about next-level waffle technology. It could be an absolute game-changer, but in this scenario, something goes horribly wrong.

The product is rushed through development without any real guidance or objectives. And when it’s sent to the manufacturer, there’s no picture of what kind of audience will gravitate to it, how it stacks up to other waffle irons, what it’s going to do for the business, or other crucial factors that might give this waffle iron an identity in the marketplace.

If that were the case, then this once-in-a-generation feat of waffle engineering would go to waste — all because it didn’t have a solid product strategy to guide its development.

A sound product strategy can be the difference between a product being able to carve a permanent place in its market and being an absolute afterthought. It can put weight and sensibility behind a product to help it resonate with consumers as effectively as possible.

It’s the foundation for a successful product lifecycle, so if you’re interested in developing a product at any point in the future, it’s a concept worth having a picture of.

Here, we’ll get an understanding of what a product strategy is, the framework that structures it, the key elements it should address, and an example of the concept.

Product Strategy Framework

A product strategy framework is typically composed of three core components: market vision, product goals, and product initiatives.

Market Vision

Who is this product for, and what does that mean for you as a business? Those are the critical questions to answer when defining your market vision. This portion includes information about your target customers, plans on how you’ll position your product, and how it’s going to perform relative to your competition. Your market vision has to address your customer needs, the buyer personas you intend to appeal to, and how you’ll deliver a competitive offer.

Product Goals

There has to be some sort of endgame to your efforts with a product strategy. You have to work towards something. Setting goals is crucial to charting your course and keeping you on track. Goals guide your development team, allow you to keep tabs on progress, and ultimately measure success when your product has been released.

Make sure your goals are SMART — specific, measurable, attainable, relevant, and time-based. Make them clear-cut with a sense of urgency behind them. Also, don’t backload all your goals for the end of the project. Set individual, timely milestones along the way to ensure that your team is maintaining a solid pace and accomplishing everything that needs to be done.

Product Initiatives

Product initiatives are essentially more conceptual product goals. They’re big-picture ideas, including trends you want your product to influence. They represent the kind of impact you …read more

Source:: HubSpot Blog

      

5 Noteworthy Examples of Corporate Social Media Policies

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By Caroline Forsey

best buy twitter

As a marketer, social media is undeniably important – in fact, in 2020, three-quarters (74%) of all global marketers now invest in social media marketing.

Social media can help you engage with new audiences, increase brand awareness, handle customer service inquiries, and even increase sales. (As an avid Instagram user, I can’t count the amount of times I’ve “Swiped Up to Purchase” on a link from a popular influencer.)

But there’s plenty of risk involved with social media, as well. Among other things, a bad social media post could spiral into a full-blown PR crisis or get your business into legal trouble.

Fortunately, there is a tactic you can use to ensure your social media strategy is safe, consistent, and scalable as your company grows and different employees get access to your social media accounts: a social media policy.

Let’s explore how these five companies created effective social media policies to inspire your own, today. Just remember, there isn’t just one ‘right’ policy for every company. Pick and choose what you like from these five companies to help get you started, and tailor it to fit your culture and business objectives.

But first, let’s dive into a few benefits of a social media policy.

Benefits to a Corporate Social Media Policy

You might be worried about providing too many strict rules on your social media strategy. Will it diminish the authenticity you’re hoping to evoke in your posts, or take too much creative freedom away from your employees?

Fortunately, if done correctly, a social media policy won’t ruin the creative freedom you’re hoping to protect. If anything, it will enable your employees to feel more comfortable amplifying your social media messages on their own channels, knowing each post is fully aligned with your business’s values and tone.

Here are a few major benefits to creating a corporate social media policy:

  • Maintain consistency of brand voice, tone, and messaging across social channels
  • Prevent a PR crisis as a result of a potentially offensive post
  • Enable employees to handle legal and regulatory issues with sensitivity
  • Protect data privacy of customers and stakeholders
  • Have effective responses at-the-ready for crises or data breaches, if they do occur
  • Instill confidence in your employees’ to use their own creativity when creating and posting branded content, as long as they align with the corporate policies
  • Ensure each new employee will have the tools to create a positive, consistent, and valuable brand message across social channels

Now that we’ve covered that, let’s dive into five businesses that got social media policy right.

1. Best Buy

Image Source

Best Buy has a social media policy in place that preemptively addresses privacy concerns that could arise using social media.

Here are some highlights of Best Buy’s social media policy:

  • The company does not want information shared that isn’t meant to be public. Common sense? I’d think so, but it …read more

    Source:: HubSpot Blog

          

Here’s How to Use Twitter To Bolster Your Personal Brand

Home » Archive by Category "Digital Marketing"

By Brad Fleischman

With approximately 330 million active monthly users, Twitter remains one of the most effective tools for engaging with people, growing businesses, and building personal brands. 

Indeed, savvy Twitter users are adept at crafting a captivating profile and timely tweets to build brand awareness. It’s not difficult, and something you can achieve, too. With that in mind, let’s explore a few helpful hints to get you on the road to hashtag heaven. 

Maintain a Consistent Twitter Presence

Anyone can set up a Twitter account, but that doesn’t necessarily mean they will do anything with it. Some may create a profile and never return while others may only post once in a while. Either way, that’s not going to work.

To develop followers and engage with other users, you need to post nearly every day. It’s the only way to make a lasting impression within your network.

Take a look at impact investment leader Olympia De Castro’s Twitter page. She posts relevant tweets frequently, sometimes multiple times a day, building her followers as she goes.

As you post with more regularity, people will begin to recognize your profile picture and the tone of your posts, which is all part of your brand. The more often you post, the more people will see you.

But Don’t Over-Post

Of course, if you go from never posting to posting regularly, the needle has the potential to swing too far in the opposite direction. Meaning, you’re over-posting.

It’s important to be present on the social network, but you should avoid overdoing it. There are those who tweet something every five minutes. Don’t be one of those people. It can cause you to lose followers. 

Rather, you should post two or three times a day, maximum. You may find that some days require more posts than others. That’s fine. But don’t make a habit out of barraging people’s Twitter feeds with your posts.

Don’t Forget the Hashtags

Hashtags help people find your posts. If they’re looking for information about a specific product or service, they’ll often look up a hashtag in Twitter’s own search engine. If you include that hashtag, people will be more likely to find you.

But Don’t Go Hashtag Crazy

Use hashtags purposefully and sparingly. According to a study by Twitter itself, using hashtags incorrectly in your tweets can actually have a negative impact on your click-through rate. 

While that may sound alarming, what it really points out is that you need to be careful about which hashtags you use. Don’t use too many and make sure the ones you do use are applicable to your brand.

Start Retweeting!

Retweets are like reliable internet connections — everyone wants one.

Don’t be afraid to retweet others’ posts. Just make sure they appeal to people in your target audience. Otherwise, you could end up losing followers. 

Plus, retweeting draws the attention of the original writer, which is always a great resource for networking.

And remember, if someone retweets something of yours, make sure to thank them.

Figure Out When To Tweet

There are more …read more

Source:: Social Media Explorer

      

3 Ways to Increase Website Traffic

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By Full Editorial

Many “online-peneurs” are rethinking ways to sustain themselves, especially now under quarantine. Small-time business owners, as well as more established companies, are always searching for ways to increase their website traffic.

After all, the more people that visit your website, the more likely you are to have higher sales.

It’s no secret that the digital world is an arena where the most innovative, creative, and technologically savvy stay ahead of the game. But how does one do that?

Search Engine Optimizations (SEO), website incentives, and associating your product to triggers through content are three ways to increase website traffic.

Search Engine Optimization (SEO)

Currently, there are roughly 2 billion websites on the internet. To sort through all of it, most of us rely on search engines to find what we want. These search engines work so well that over 90% of online users depend on them to find things.

According to BlueShare, 83% of all global traffic uses Google as their search engine. A whopping 94% of people look at the first few links on the first page results. Instead of clicking on the second page, many folks prefer to modify the keywords of whatever it is they’re searching for.

The best SEO company London, mentions how useful a free 20-minute strategy session to help optimize your website for the best search engine results can be. This kind of expertise is in how they understand how search engine algorithms would function to your advantage.

When someone searches for something, and your website comes up, they’ll click on your page. These aren’t your typical visitors. These are people that are looking for your exact product or service. These are the folks most likely to convert into customers and subscribers.

Offer Website Incentives

As we see with top companies, they offer a free consultation that inspires guests to interact with them from the get-go. This little incentive is a win-win because it sets the preliminary stage for business.

Other incentives may include product giveaway, free trial memberships, free shipping, coupons or discounts, and even donating to a charity. A little chat box that pops up and allows guests to type in their questions and receive feedback is an excellent idea.

Never underestimate the good feelings of connection and gratitude amongst potential clients and customers. Those little perks can go a long way.

Use Triggers Through Content

An advertising trigger is something that happens to someone that makes them recall your product to mind. And in 1999, nobody did a better job of triggering people to buy their beer than the Budweiser’s “Wassup?” campaign.

One of the reasons Budweiser was so successful was because it played on the social interactions we have daily. Saying “what’s up” to your friend is something most of us do every day.

The hard work is coming up …read more

Source:: Social Media Explorer

      

How HubSpot's Report-Based Acquisition Campaign Hit 150% of Our Lead Goal in 30 Days

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By Chris Eberhardt

state of marketing search engine results page

Acquisition marketing campaigns are critical to bring in new customers and revenue. At HubSpot, we run these campaigns quarterly.

Despite the rapid cadence, every quarter we work to create new, remarkable ways of reaching, informing, and converting our audience.

I wrote this post to share with you how we crafted our latest acquisition campaign to hit and exceed our acquisition targets.

Establishing the Campaign

The beginning of our Q1 2020 Acquisition Campaign started with a blinking cursor. As we brainstormed how to start our research, we had a few inputs to work with.

First, we knew our target audience consisted of marketing managers, as we were re-launching our Marketing Hub Enterprise product that month.

We knew that reports were a content type that worked well for us in the past. We saw our 2019 Instagram Engagement Report and a 2020 Social Media Report successfully attract new audiences.

At the very least, it was a motion that our audience was familiar with, which meant there was less of a barrier to show the value.

Additionally, seasonality played a large role in our planning. We wanted to build content to support marketers planning their strategies for the upcoming year.

With the combination of 1) a target audience, 2) an understanding of high-performing content types, 3) timing, and 4) our additional user research, we wanted to create a remarkable go-to resource for marketing managers building their strategies for the year.

Thus, the idea for “Not Another State of Marketing Report” was born.

In this article, I’ll talk through the report surveys and content, the web experience, the promotion, and the results. Hopefully, it gives you a peek behind the curtain and some inspiration for future campaigns.

Running the Surveys and Creating the Report Content

The first and most important thing about the content of this report was to start collecting survey data for analysis and visualization.

Working with our team at HubSpot Research, we ran our first survey in November/December of 2019 that went out to 3,400 global marketers.

After we sent out the survey, we talked about what might differentiate this content from other reports we had released in the past. While the data was valuable, we knew that data can be dull without human context or insights.

So, we brought in the humans.

Our first criterion for selecting our experts was their subject matter expertise. We had come up with a list of topics we wanted the report to cover (from SEO strategy to content marketing strategy and more) and wanted our experts to have deep and specific knowledge about the topic we chose them to represent.

Our second criterion was seniority. We were crafting a report for higher-level marketing managers, directors, and VPs, so we wanted our experts to have a similar level of seniority.

We are fortunate enough to work with a lot of brilliant marketers at HubSpot, so eight of our experts were internal. The other two, Cynthia Price (VP of Marketing …read more

Source:: HubSpot Blog

      

LinkedIn's Testing Its Own Stories Feature: What Marketers Need to Know

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By pbump@hubspot.com (Pamela Bump)

Linkedin Student voices feature

On an average day in 2020, roughly 500 million people watch Instagram Stories while 186 million people log into Snapchat.

While platforms like Instagram and Snapchat have taught us how entertaining social media Stories can be to the average person, LinkedIn’s product team is now wondering if this content can also be intriguing to business professionals.

In February, LinkedIn announced that it was beginning to internally test a new Story feature on its platform.

While LinkedIn Stories is just an experiment at this point, the online networking company says that this endeavor comes after other major social networks like Instagram, Facebook, and Snapchat have succeeded and drawn in new audiences to their platforms with Stories.

“Last year, we started asking ourselves what Stories might look like in a professional context. Stories first appeared on Snapchat, with other platforms like Instagram and Facebook adopting them soon after,” Pete Davies, LinkedIn’s head of Consumer Products wrote in a blog post. “They spread for a good reason: they offer a lightweight, fun way to share an update without it having to be perfect or attached to your profile forever.”

“Does that exist in the business world? I’d hope that most of my interactions in the break room or passing people in the hall are similarly ephemeral and light,” Davies added. “The same holds true for cubicle and coffee shop banter around the world: sometimes we want a way to just make a connection, have a laugh with our colleagues and move on.”

Aside from following the lead of Instagram, Facebook, and Snapchat to see if Stories can be successful for its current audiences, LinkedIn’s product team is also interested in learning if Stories could help them attract and provide value to younger professionals.

“There’s an entire generation growing up with Stories as a way of speaking; they’re more comfortable starting conversations with a full-screen ephemeral format than posting updates and prefer sharing content that lives as a moment in time rather than as an item in a feed,” Davies explained.

Although this feature, which LinkedIn hopes to roll out in the coming months, might be new to professionals, it is not the first time the platform has dabbled in Stories.

In 2018, LinkedIn also launched a similar experiment called Student Voices. With this feature, students on the platform could share and watch Story formatted updates related to academia, their current projects, or thoughts related to school. Here’s a quick screenshot of what this layout looked like for students on the platform

Source

While LinkedIn has not explained what the Stories feature will look like or if it will be similar to the Student Voices feature, their announcements have led bloggers and publications to suggest that it will be similar to Story formats on Snapchat, Instagram, and Facebook Stories.

But, even if the format is similar and easy to pick up quickly, as a marketer, you might …read more

Source:: HubSpot Blog

      

Should B2B Marketers Embrace Ephemeral Content?

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By Joshua Nite

Burning Matches Emphemeral Content Image

Burning Matches Emphemeral Content Image

One great thing about being a young Gen X’er: There was no social media during my junior high and high school years. 

Young millennials weren’t so lucky. They chronicled their adolescence in excruciating detail on Myspace, Facebook, YouTube and Twitter, every half-formed thought and laundry-detergent-eating stunt preserved forever.

So it’s no surprise that the youngest social media users leapt on Snapchat when it launched. Snapchat Stories provided the feeling of togetherness that social media’s good at, without the potential to embarrass your future self.

Other platforms were quick to buy into the idea of ephemeral content — content that expires and is deleted after a set period of time, usually 24 hours. Instagram’s creatively-named offering, Instagram Stories, boasts 500 million daily users. That’s more daily users for a single feature on Instagram than there are for the entirety of Twitter. 

But don’t count Twitter out just yet — they’re testing their own ephemeral content, called, unfortunately, “Fleets.” Even the level-headed folks at LinkedIn* are testing LinkedIn Stories with a handful of users.

For B2B content marketers, ephemeral content seems like the opposite of everything we try to do. DISPOSABLE content? No SEO value, no repurposing potential… what’s the point?

Should B2B marketers go ephemeral? It depends. Here’s what you need to know.

Ephemeral Content for B2B Marketers

Before we get into specifics, you should first consider ephemeral content the same way you would any content. I’d recommend asking the following four questions.

Four Questions B2B Marketers Should Ask about Ephemeral Content

These questions aren’t unique to ephemeral content, of course. They’re questions worth asking for any new marketing channel or tactic. They are:

  • Is my audience on this channel?
  • Is my audience consuming content on this channel?
  • Can we produce high-quality content for this channel?
  • Does this channel offer a logical next step for our audience?

For most B2b marketers, the answers to all these questions is “yes.” If your audience includes millennials or young Gen Xers, they’re likely on Instagram Stories at least. They’re used to the format and will likely be open to ephemeral content on LinkedIn and Twitter as it rolls out.

Can your brand produce high-quality ephemeral content? That’s one of the chief selling points of Stories — they’re easy and cheap to produce. There are robust tools for creating them built into the platforms that host them. And audiences expect a more informal, less-produced content experience.

As far as next steps go, Instagram Stories are actually more marketer-friendly than Instagram posts. Users can swipe up in a story to go directly to another piece of content, a lead gen form, or any other hyperlink. There’s no “Please visit the link in our bio” for Stories — it’s an …read more

Source:: Top Rank Blog

      

How to Receive Payments Online for Free

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By Hailey Friedman

If you’re not offering your customers multiple ways to make payments online, you’re leaving money on the table.

While there’s no way to escape some transaction fees and currency fees, there are ways to reduce payment processing costs and receive payments online for free.

So, you’re probably wondering, “How can I save that money?”

You’ll have to set up an effective online payment portal with a range of payment options. This makes it as easy as possible for your customers – and your wallet.

Below, let’s review why you should use payment processing software and how to receive payments online for free.

Why Should You Use Payment Processing Software?

As a small or local business, you might be tempted to handle payments yourself via checks and direct bank transfers.

However, in this digital age, there are numerous reasons why that’s not a good idea.

Here’s a look at some of the advantages payment processing software will bring to your business.

  • Convenience – Convenience is one of the main factors that influence conversion rate. The more steps a customer has to take to make a payment, the more likely they are to abandon their purchase and go elsewhere.
  • Speed – Payment processors can transfer most payments between shoppers and sellers instantly. On the other hand, transfers to and from bank accounts can sometimes take 24 hours or more.
  • Trust – Many payment processors are brands that are globally recognized. If a customer already uses payment software, they’re more likely to trust your payment system.
  • Security – Payment processing companies add an extra layer of protection to online transactions. You can set limits, flags for activity on your account, and sometimes even a time frame to recall payments.
  • Record-keeping – With payment processors, you’ll have access to your account online and can manage your contacts, recurring payments, and other account activity via desktop or mobile.

Now that we know why you should use a payment processing software, let’s look at the fees you can’t avoid, the ways you can receive online payments, and the most efficient ways businesses of all sizes handle invoicing and online payments.

1. Create a secure online payment gateway.

There are a couple of ways you can approach creating a secure online payment gateway. You can hire an outside developer or use your website development team to create a bespoke gateway. Or, you can use third-party software.

Setting up a secure gateway is essential. You’re also putting automated processes in place, which will save time on manual processing, especially as you scale your business and handle more transactions.

The more payment methods you make available within your payment portal, the wider the audience, and the easier it’ll be for your customers to send you money.

2. Facilitate credit and debit card payments.

Although it may change as mobile payments become more prevalent, using debit and credit cards is still the most popular way people pay for products and services …read more

Source:: HubSpot Blog

      

‘Everybody is in a similar situation’: Sports publishers try teaming up on ad deals

Home » Archive by Category "Digital Marketing"

By Max Willens

With no live sports on television and athletes sheltering in
their homes, sports publishers are hoping that teamwork will help them keep their
advertisers’ attention.

Over the past six weeks, a number of sports publishers, including CBS Sports, USA Today Sports and Minute Media, have either pitched or discussed pitching advertisers different ad programs that combine either those publishers’ audiences, media, production capabilities and content, sources said. A few sports publishers have had discussions about similar collaborations with non-endemic partners in the news and lifestyle space, though none have progressed all the way into pitches, two CROs said.

During that same period, sports publications owned by
corporate conglomerates, such as Disney-owned ESPN or WarnerMedia-owned Bleacher
Report, have begun pitching packages to advertisers that involve their sister
brands’ audiences. WarnerMedia, for example, is pitching agencies the idea that
it can target the same viewers it might have attracted with March Madness
coverage on other WarnerMedia properties using Xandr, two agency sources said.

Though different combinations of these publishers have
worked together in the past on programs, the discussions around possible collaborations
have stepped up in recent weeks, as economic uncertainty and public health
concerns have turned sports media upside down.

With no clear timeline for when major sports league seasons
will resume, and advertisers grappling with major changes to consumer demand
and their supply chains, there are fewer opportunities to win big, seven-figure
deals from clients.

“There was a time when there were 50 of these [RFPs] coming
through the door,” said Rich Routman, the chief revenue officer of Minute
Media. “Now, it’s seven or eight.

“Everybody is in a very similar situation,” Routman added. “You’re
just trying to find ways to capitalize on the macro state of the industry.”

Over the past six weeks, digital ad spending has fallen by
almost 50%, according to the investment bank UBS, putting enormous pressure on every
corner of the media world.

But while certain categories of media have enjoyed spikes in
traffic recently, sports publishers have struggled over the past six weeks,
during a time of year when their audiences normally surge, thanks to events
including the NCAA men’s basketball tournament, the NFL Draft and the NBA
playoffs.

In the first week of March, sports publishers’ sites attracted more than 1.2 billion visits, according to Comscore data; in the first week of April, total visits to those sites had slid 34%, to more than 790 million visits, the data showed. Through the first three weeks of April, no single week has improved on that total.

Collectively, sports sites’ total views in March 2020 were
down more than 25% year over year, Comscore data showed.

Yet the lack of live games has hurt linear TV too. Broadcasters have tried everything from rebroadcasting past games to live-streams of esports, programs that some advertisers responded to coolly.

That has many sports publishers hoping to fill that gap. “Brands, advertisers, agencies, are looking to get the biggest footprint they can outside of linear right now,” a revenue leader at one sports publisher said.

In theory, teaming up offers publishers a chance to shore up
some of …read more

Source:: Digiday

      

When the new normal becomes normal

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By Brian Morrissey

The right debate is happening now, only in the absolutely worst possible way: What will a return to “normal” look like?

Politics aside, the business leaders I speak to are not only moving beyond triage to look-forward mode, but they’re also contemplating what will emerge from this searing experience that has upended nearly everyone’s lives and the global economy. While there is a camp clinging to the notion that things will spring back to as they were, there is also the more revolutionary side that sees a wholesale reshaping of industries and the social compact. Most pragmatists fall somewhere in the middle. Here’s what I’m hearing are the likely lasting impacts to the media industry.

Advertising as the preferred business model of media is over.

The first trend to accelerate in media is the flight from advertising as the preferred business model. Publishers have found themselves in the position of begging advertisers to run their ads on coronavirus-related content, subject to stringent keyword blocking. Some advertisers, like Bank of America, back up their words about “purpose” with action, but most have not. Integral Ad Science, a leading brand safety provider, has even tried to nudge brands into reconsidering. It published research this week showing that people don’t think less of brands whose ads appear on coronavirus stories. Everyone seems to agree on this except, yes, advertisers.

Advertising will continue to play an important role in publishing, but that role has started to recede — and will recede further. This week, Mark Campbell, CMO at Tribune Publishing, laid out how the newspaper chain that’s home to The Baltimore Sun, Daily News and Orlando Sentinel, is seeing not just a boost in subscriptions but in digital subscription revenue. This will alter their strategy when this crisis eventually recedes. “It will reignite the age-old tension between volume [of audience] and revenue.” In other words, direct revenue will win over theoretical ad dollars tied to scale. And the news industry will be healthier for it.

Subscription models will evolve.

More publishers are finding success with driving subscriptions even as they make most of their coronavirus content freely available. How can that be? Mostly by messaging to readers that support is needed. This is a tricky balance. Passing around the collections basket is a dubious business model, and the current crisis has clearly brought out a feeling of solidarity throughout societies. But as The Guardian’s U.S. and Australia CEO Evelyn Webster told me this week, the approach can support large, ambitious news organizations. Of note: Americans respond better to messages asking for support. She chalks it up to a more charitable nature to Americans, although I still suspect it’s because we rely on private contributions to cover up a patchy welfare safety net.

Companies will rethink their office spaces.

Executives are looking ahead to when they return to their offices. At Hearst, executives have formed a working group to mull over how they will return to the Hearst Tower. Kate Lewis, chief content officer at Hearst …read more

Source:: Digiday

      

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