Don’t miss out on the latest news and information. Chinese-manned vessel unsettles Bohol town PBA IMAGESFailing to advance to the semifinals in both conferences last season, AMA Online Education has the rights to the first overall pick in the 2016 PBA D-League Draft on Dec. 20 at PBA Cafe in Metrowalk, Pasig.AMA head coach Mark Herrera had already bared the Titans are eyeing Jeron Teng as the top selection.ADVERTISEMENT Sports Related Videospowered by AdSparcRead Next PH among economies most vulnerable to virus Ginebra teammates show love for Slaughter EDITORS’ PICK Smart hosts first 5G-powered esports exhibition match in PH READ: Teng set to be top pick by AMA in PBA D-League DraftThe 22-year-old Teng is coming off a memorable fifth year with La Salle where he led the Green Archers to the UAAP Season 79 championship and was also named Finals MVP.FEATURED STORIESSPORTSGinebra teammates show love for SlaughterSPORTSWe are youngSPORTSFreddie Roach: Manny Pacquiao is my Muhammad AliFoundation Cup runner-up Tanduay will select second, followed by Racal, Aspirants’ Cup bridesmaid Cafe France and Wangs Basketball.There will also be a lottery come draft day for newcomers Cignal, Jose Rizal University, Manuel L. Quezon University, and Province of Batangas to decide their placing in the draft order. Senators to proceed with review of VFA Shanghai officials reveal novel coronavirus transmission modes We are young As fate of VFA hangs, PH and US forces take to the skies for exercise MOST READ As a guest team, Blustar Malaysia will be ineligible to pick in the draft proceedings.There are 113 local and 15 Fil-foreigners eligible to be selected in the draft.The 2017 PBA D-League Aspirants’ Cup kicks off on January 19 next year.ADVERTISEMENT Taiwan minister boards cruise ship turned away by Japan PLAY LIST 01:31Taiwan minister boards cruise ship turned away by Japan01:33WHO: ‘Global stocks of masks and respirators are now insufficient’01:01WHO: now 31,211 virus cases in China 102:02Vitamin C prevents but doesn’t cure diseases like coronavirus—medic03:07’HINDI PANG-SPORTS LANG!’03:03SILIP SA INTEL FUND Smart’s Siklab Saya: A multi-city approach to esports NBA: Westbrook’s streak stopped, Warriors rebound from loss Where did they go? Millions left Wuhan before quarantine View comments
A security guard shot and killed a man following an alleged knife attack on an elderly man at a Palmdale McDonald’s on Sunday afternoon, witnesses said.The violence took place at the restaurant, according to FOX40 sister station KTLA. Juan Paiz, who owns the involved security company, Paiz Patrol, said he was still gathering information.The attacker had crashed a car into a nearby Carl’s Jr. restaurant prior to heading to the McDonald’s and stripping off his clothes, according to officials and witnesses. “(He) apparently started stabbing several patrons,” Paiz said. “At that point, security approached him. He tried to stab a security officer and the security officer defended himself by firing his service weapon.”- Sponsor – The attacker stabbed an 88-year-old man who was eating with his grandson, Los Angeles County Sheriff’s Department officials said. The victim was in stable condition… Fox40 News Stay UpdatedGet critical information for loss prevention professionals, security and retail management delivered right to your inbox. Sign up now
Former Australia captain Ian Chappell called for a complete rethink of Australia’s domestic cricket system after the team’s crushing defeat in the ongoing Ashes series in England.Chappell also forecast dark days ahead due to the lack of batting depth in the domestic system. Australia lost the five-match Ashes 1-3 with still a match to be played.”Normally you’d be highly critical of the selection panel for doing that, but you have to have sympathy for the selection panel, because what they would obviously like is a lot of young players churning out runs regularly in first-class cricket, and sadly that’s just not happening,” Chappell was quoted as saying by ESPNcricinfo on Sunday.Also read: What really went wrong for Australia”I think there are some guys there with a lot of skill. But whether they would do any better against the moving ball than what we’ve seen lately – you wouldn’t want to be betting your house on it.”Australia’s major failures in recent years have come when the ball has moved, either in spinning conditions or against seam and swing. Chappell said during his playing days, batsmen were exposed to enough variety in conditions during Sheffield Shield cricket that they had confidence in their techniques when asked to tour countries such as England or India, which he believes does not happen now.”Young players are going to be playing with an IPL contract in mind,” If I can show that I’m a terrific hitter of the ball and I can score at eight an over, that could get me a big IPL contract,” he said.advertisement”So the question you’ve got to ask yourself is, are they developing techniques that make it easier to play in that manner, to score at eight and ten runs an over and be terrific hitters?” Chappell said.
The report lists some reasons why this shift is happening and will continue, but I think it missed some of the fundamentals behind the economic decentralization, much of which can be explained with Coase’s theorums. The Intuit Future of Small Business Report Ronald Coase was a Nobel Prize winning economist who wrote an essay entitled “The Nature of The Firm” back in the 1930’s that tried to predict the number/size of “business firms” by analyzing the conditions under which we expect a firm to decide whether to hire help versus contract out for a particular task. Coase uses a term called “transaction costs” to describe the friction between a company and a task contracted out (presumably to another company). These transaction costs include things like contract creation, contract negotiation, time zones, distance, language barriers, process/definition differences, etc. Coase’s theory says that the lower the transaction costs, the higher the likelihood for outsourcing a function to another company. change and how you might go about predicting whether your industry will be consolidating or decentralizing. If you can predict that, you should be able to figure out a way to make money from it. — Brian Halligan Among lots of other reasons, Coase would likely explain the decentralization of business (more firms) since the 1980’s as being induced by a reduction in “transaction costs” between firms. Much of this reduction can be attributed to networking technology. New networking infrastructures tend to lower transactions costs and enable firm specialization, including railroads, highways, telephones, fax machines, and email. There’s no doubt that the widespread use of broadband networks has reduced transaction costs which often make the choice of outsourcing a task versus hiring a new worker more “efficient” which overall increases the number of firms. The most famous example of this being the outsourcing of entire business processes to India as was so well articulated in “The World Is Flat.” within industries I just read the first installment of the Institute for The Future’s report entitled . The main theme of the report was that we are in the midst of an economic revolution that started in the 1980’s when 80% of American workers were at companies with greater than 1000 employees to today where 40% of American workers are at companies with greater than 1000 employees to some percentage far less than that 10 years from now. I happen to wholeheartedly agree with the Institute’s thesis. Prior to the 1980’s, most people worked for a company for life and received retirement checks from their employer in retirement. From the 1980’s to today, most people work for a company for a “few years” and roll their 401k plans over. I suspect by 2017, most people will become more like free agent contractors who more often than not have a “client” than an “employer” and need to worry about their own retirement. Another major contributor to the decentralization of business is that small/new businesses no longer need to rely on huge sales organizations to “find” customers. Search engines make every niche market more “efficient” enabling smaller businesses to be “found” by the right customers who are shopping in a newly efficient niche. I believe search engine optimization further lowers the transaction costs between companies making the decision to outsource versus hire more attractive and making the barrier to starting a business lower which should lead to a further decentralization of business. Originally published Feb 9, 2007 11:55:00 AM, updated March 21 2013 This article talks about decentralization in a macro-economic sense and how the new network infrastructure has led to a widespread decentralization of the economy. Well, it turns out that not every industry is decentralizing. For example, the enterprise software industry has been centralizing (consolidating) over the past several years. My next article will talk about how/why the boundaries between companies Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
For those of you still hesitant to launch your brand’s involvement in social media, here’s another wake-up call: A new Learn how to use social media to manage your company brand. be there people are more likely to purchase and recommend products/services from brands they follow in social media The study proves a valuable point: Successful online relationships are just like successful offline relationships. You wouldn’t expect to develop a mutually beneficial relationship by always taking and never giving something back, would you? out there to sign up for Twitter and Facebook accounts, I don’t know what will. study released by Chadwick Martin Bailey and iModerate Research Technologies it’s not enough just to People are 51% more likely to purchase products from brands they follow on Facebook. If this doesn’t 79% of people are more likely to recommend a brand once they become a follower of it on Twitter. People are 67% more likely to purchase products from brands they follow on Twitter. 60% of people are more likely to recommend a brand once they become a fan of it on Facebook. Social Media Engagement Our suggestions? It’s simple, really. in social media Rather, you need to be engaging your followers and fans with valuable content and marketing offers in order to be successful in keeping them — many of which are potential customers — engaged with and excited about your brand. Followers desire a brand presence that is worthy of their support and appreciation. In exchange for their support, you need to give them something in return. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Download the free video . Sign up for Facebook and Twitter if you haven’t already. Start creating interesting content Video: How to Use Social Media to Manage Your Company Brand Online While these statistics alone are impressive, perhaps the most important takeaway from the study’s results is the motivating factor behind people’s social media engagement with brands. You guessed it: offers. While some indicated they followed a brand just for the sake of showing support, most people are in it for the goods. They want something in return, such as a discount, new information or remarkable content. Topics: convince all the social media skeptics Specifically … Originally published Mar 18, 2010 12:48:00 PM, updated October 20 2016 and learn how to manage your company brand effectively using social media. , whether in the form of blog articles, webinars, videos, etc. Share this content with your social media followers. (We think you’ll find that you’ll be rewarded with more followers, more leads, and ultimately, more sales!) . surveyed over 1,500 people to reveal that
Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack A number of factors influence consumer purchasing decisions; price, availability, and customer service to name a few. The people we’re connected to and their opinions also play a major role in what and how we buy. Of these people, friends and family typically carry the most influence and we’re connected with friends and family through Facebook .Recently, Amazon has brought influencers and the products we buy closer together than ever by integrating Facebook with their online marketplace. TheFind.com already did a similar Facebook integration , but you can expect Amazon’s release to have a bigger impact because of its large existing customer base and popularity. Connecting your Facebook account to the shopping superpower allows you to (according to Amazon): Discover Amazon recommendations for movies, musics, and more based on your Facebook profile.See upcoming birthdays and find Amazon Wish Lists for your friends on Facebook more easily.Get gift suggestions for your friends based on their Facebook profiles.Explore your friends’ profiles and see who has similar interests. View the slidedeck outlining all of Amazon’s Facebook integrations functionality .So, how will this integration and all other changes as a result of Amazon’s new feature effect social media’s impact on our eCommerce shopping behaviors? Here are a few ways Amazon’s Facebook integration will change the eCommerce game and force others to follow suit to complete:1. More Purchases Due to Mid-Transaction InfluencesThe physical presence of your friends and family when you’re deciding whether or not to go through with a purchase can have a huge influence on the ultimate decision. “Just get it”, “you should buy this” and “I want one” are common phrases when shopping with friends. Now products on Amazon will include your Facebook friends who are also interested in that item, giving you that little push to proceed to checkout.2. Exposure to New ProductsNew products are being released every day and it’s hard to keep up with. By digging into your profile Amazon can recommend products to you every time you shop in their store. Undoubtedly many of these suggestions will involve products you haven’t heard about or that you had previously never considered purchasing until then.3. Increased Purchases During Holidays and BirthdaysAt one point or another we’ve struggled with finding the perfect gift for a loved one or friend during those special times of the year. Amazon’s ability to suggest gifts for friends and family will help take the pressure off consumers by providing viable answers to the burning question of what to get them.4. Social Incentives To PurchaseWanting new and better things others already have is a powerful factor in purchasing behavior. Many of us want the latest and greatest and this desire increases when the people we know have it. The ability to see your Facebook connection’s Amazon Wish Lists will push consumers purchases to not only get the desired product but also “keep up with the Jones’”.What other ways do you envision Amazon’s Facebook integration changing the way social media can impact eCommerce websites? Topics: Originally published Feb 7, 2011 12:30:00 PM, updated February 01 2017 Facebook Marketing
A study published by the Social Media Examiner unveiled several interesting statistics about how marketing professionals are leveraging social media in 2012 . The study found that the majority of marketers, 59%, are using social media for 6 hours or more a week; 33% are dedicating 11 or more hours weekly. On the higher end, nearly 15% spend more than 20 hours each week on social media. The study not only covered how much time marketers dedicate to social media; it also reported on the specific benefits:69% of respondents reported social media marketing led to an increase in traffic.58% reported lead generation was a benefit.40% reported increased sales attributed to social media efforts.This data begs the questions: How did these marketers produce these results? What about the 31% of marketers who didn’t see an increase in traffic? What are they not doing that the others are doing? There are different factors at play, but they all point to one overarching reason: social media marketing success doesn’t happen overnight; it’s an investment that takes time and ongoing work. Two Critical Factors to Long-Term Social Media Success Time is the first key ingredient to your long-term social media success. Social Media Examiner’s study asked respondents to indicate how many hours per week they dedicated to social media, and whether or not they saw improved sales from these efforts. The results show that those who consistently put in the time, week after week, saw the best results. Of the marketers who spent 30 or more hours per week on social media, 65% reported increased sales directly linked to those efforts. Experience is another factor. The longer you’ve been working at it, the more returns you will see. There was a striking correlation, as shown in the graph below, between the number of years marketers had been investing in social media and the improvement in sales. Those marketers with 3 or more years of experience were most likely to report an increase in sales attributed to social media : So how can you achieve these gains using social media? 1) Set specific goals. What are your social media marketing goals? Are you trying to drive a record amount of traffic to your website? Or maybe you need to generate a certain number of qualified leads by the end of the month. There are a couple of simple ways you can calculate goals. If you have historical data on your social media metrics, you can develop a schedule of goals based on a target growth rate. So if I generated 1,000 social media leads last month and I want to achieve 20% growth month over month, my goals in the upcoming months will be 1,200, 1,440, 1,728, and so on.Alternately, you can base your social media targets on your overall marketing goal. In other words, you can work backwards from the overall number — let’s say it’s a leads goal — by determining what share of your total goal will be supported by your social media efforts. For example, if you want to generate 10,000 total leads this month, you could commit your social media channel to a contribution of 8% (800) of those leads.By setting specific quantitative goals up front, you will be able to prioritize your efforts and determine where your time is best spent. Your goals will also drive the type of content that you create and the calls-to-action you use. So if you’re trying to generate new leads who are interested in, say, unicorn footwear, you know you should spend your time building an information-rich offer on unicorn footwear that you’ll promote on your social media accounts via a dedicated landing page. 2) Determine which social networks will let you to reach your goals. You’ve got the obvious options — LinkedIn, Facebook, Twitter — along with a host of niche networks, from Epernicus (a professional networking site for research scientists) to Ravlery (a network for those who love knitting and crochet).You’ll find that certain networks will be more effective for your business than others. The most recent State of Inbound Marketing Report found that different industries experience different customer acquisition results with Facebook, LinkedIn, Twitter, etc. For example, businesses in the Retail space reported tremendous success with Facebook (92%), whereas Healthcare businesses did not. Instead, Healthcare’s highest success rate was with LinkedIn. You can figure out which networks are right for you with a little bit of market research and experimentation; we also have a blog post on the subject to guide you through the social network decision making process. Once you have some data points, you can create more granular goals by channel. The more you experiment with different social networks, the easier it will be to make informed decisions about which networks should be contributing the most to your goals. 3) Create a content plan. Now that you have goals set and a sense of which social networks to leverage, you can build out a content plan. Because what else will you fuel your social presence with? If you’re trying to drive traffic and leads, you need a ton of content to actually meet those goals.To start, you will want to build a list of your current inventory of offers so you can see what you already have to work with. This will also make it easier to rotate old offers back into the mix at a later date — remember, content you post to your social media accounts expires quickly, so it’s okay to resurface offer content. Next, your team should keep a document outlining the content in the pipeline to be created, and each offer’s expected date of completion. Keeping a schedule like this not only helps keep everyone informed — it also helps keep people on track to meet their content creation goals if they know your social media success depends on it!There are a wide range of offer types to consider adding to your pipeline, from videos, to infographics, to information rich ebooks. Some of these formats will be better at generating general traffic, while others will appeal to a more targeted audience that can convert into qualified leads. That’s why it’s important to go back to your goals. Ask yourself: Are the offers we’re planning to create and promote aligned with our social media goals? 4) Create a schedule. Once you know what content you have at your disposal, it’s time to create a publishing calendar. This should be a schedule that you will adhere to on a daily basis. It doesn’t have to be complicated — it can live in a simple Google Doc or shared spreadsheet that multiple team members can access. Also, don’t feel that you need to build everything out a whole month in advance! Usually a week or so is all you need. The calendar should contain everything you need so that you can execute the updates quickly. For example, for Twitter you should have the tweets pre-composed so you can just copy & paste, or schedule them using a social media publishing tool . There are lots of different update types to choose from, so get creative. And f or some excellent tips on how to compose highly optimized updates, I recommend you check out this recently published guide on the subject. 5) Set aside time in advance. Social Media Examiner data also shows that consistency is key. Make sure you block off a bit of time in your calendar every day to monitor how your fans and followers are engaging with your content, keep the conversation going, deal with any problems that arise, and assess (even if just anecdotally) what type of content is resonating with your community. You should also proactively find people to connect with — look for influencers in your industry you can follow or retweet on Twitter, for example. This doesn’t need to take up too much of your day, but a periodic check-in will help you build your reach faster, and maintain a good reputation with your fans and followers.Think of it as an investment. You won’t experience social media success overnight; but with time, your social media presence can become a valuable asset to help you achieve your goals! Have you had success or disappointments with investing in social media marketing? Tell us about your experience. Image credit: deb roby Social Media 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 Topics: Originally published Jun 22, 2012 4:45:00 PM, updated February 01 2017
It’s that time of year again! The malls are packed. Discounts are everywhere. People are looking for opportunities to volunteer or donate to charity. Advertising and marketing promotions are jam-packed with colorful lights and holiday ditties.That means by now, you should have your own business’ holiday campaign all ready and raring to go, especially if you want to stand out from all the other companies doing that exact same thing. And there are some companies that are doing this whole “standing out” thing particularly well with their holiday marketing campaigns. This post will highlight 8 of the very best holiday-themed campaigns this year. I hope they either inspire your own marketing, or at least make your heart swell with the warm and fuzzies!Rue La La Goes SoGaMo (Social, Gamified, Mobile!) Rue La La is an online store with discounted prices on luxury products. Sounds perfect for the holidays already, right? Well this year, they upped their already awesome game by using social media, mobile marketing, and gamification. And glitter. Originally published Dec 12, 2012 9:00:00 AM, updated February 01 2017 Gilt has a large online audience, and by partnership with a charity in a mobile-centric way, they’re able to reach that growing audience, provide discounts as expected by their fans, and donate to a charitable cause. Triple-threat holiday campaign! If you can take advantage of mobile during the holidays, definitely do it. Normally shoppers are on their phones non-stop, but during the holidays, it reaches monumental heights of activity.The Red Cross Uses Inbound MarketingRed Cross has launched their annual campaign, “Give Something That Means Something.” The purpose of the campaign is to make donations, well, meaningful. So instead of donating money — always welcome, of course — donations are in the form of more tangible items like blankets, shelter, vaccinations, etc. They produce a digital holiday catalog with all of the choices of what people can buy. The Red Cross has found that people are more excited to give something that “means something” instead of the more traditional gift of money.But it’s not just the sentiment behind the campaign that we love. We actually wrote a case study (form-free, download your little hearts out) about how they’re using inbound marketing to promote their campaign, too! Zynga has already generated $13 million in donations through 2.5 million in-game purchases. They took something they know they are good at, gamification, and are not only promoting their company’s games but contributing to a great cause … like buying games for kids! How incredibly appropriate. When creating your holiday campaigns, think about what you know about your audience and their habits, just like Zynga did here, so your audience will be more responsive.Norton Reminds You What Really MattersWho says B2B companies can’t have holiday campaigns? Norton sells software to prevent and remove computer viruses. To celebrate Thanksgiving and kick off the holiday season, they created a funny video for the holidays. Take a look.Theres a couple things I like about this video. First, please notice that they’ve created a memorable and trackable URL for this campaign, norton.com/turkey, that redirects to a page about online backup. Good stuff, guys! Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack In addition to their extensive social media campaign, they also give you the opportunity to play their addicting little game on your mobile device. The game? Every day, you get to OPEN PRESENTS!Sorry, got a little carried away there.But seriously, every day you get a box to tear open, and inside are … prizes! And conveniently for Rue La La, you can use those prizes to buy things on their site, too ;-)Zynga’s Promotes In-App DonationsIn the company’s first ever holiday campaign — that’s right we’ve got a newbie on this list — Zynga is allowing people playing their games to purchase in-app goods to benefit the charity Toys for Tots. So if you’re playing popular games such as CityVille, Words With Friends, Draw Something, or Farmville, you can purchase a toy when you’re in the game to donate to charity. For instance, here’s their “cheer-ewe-up horse” people can purchase for $1 in exchange for a little FarmVille farm decorations. Though most people aren’t making a natural leap from Cisco to Santa, they take the opportunity to show that they want to do something philanthropic during the holidays. At the same time, they’re improving their social strategy by encouraging engagement and followers. Customers want to see that companies are doing something for good causes during the holidays, and by asking them to post on Cisco’s wall about the charitable things they’re doing, everybody wins: Cisco’s social media presence improves, followers feel good about their charitable work, and the World Food Programme receives meal donations.FedEx Plays With StereotypesDuring Christmas, FedEx typically does pretty well — when people need to send gifts to all corners of the country, they know they can rely on FedEx. So for this year’s holiday campaign, they decided to poke fun at some common holiday stereotypes … but also use messaging to remind people that their reliable services are consistent throughout the entire year, and not just during the holidays. Here’s just one of their videos:FedEx created a series of videos that made fun of people for things like waiting overnight in line on Black Friday, buying gifts at the last minute, and the expectation that Santa is going to be in every store. In addition to delivering a chuckle, these videos are quick, to the point, speak to a pain point common to many people this time of year, and remind everyone these services are available year-round.What other holiday-themed marketing campaigns do you love this year?Image Credit: kennymatic Holiday Marketing But I also like the sentiment behind this campaign. Most people can relate to that woman … feeling insanely frazzled this time of year, and kind of losing perspective on the “stuff that matters.” The scenario ties in perfectly with the video’s scenario, what Norton does, their video’s tagline, and something we all could stand to remember this time of year: Protect the stuff that matters.Gilt Groupe Leverages MobileGilt Groupe is a luxury shopping website for women, selling retail items for up to 60% off the regular price. This season, they are partnering with nonprofit RED to reach a younger generation who uses their mobile devices for almost everything. To donate to RED, users have to dial **RED, and they will automatically receive a text message with several links including a link to gilt.com’s online store where they can purchase red t-shirts, bags, watches, phone cases, and other red items in support of the charity. Coca-Cola Executes a Coordinated Holiday CampaignAlmost every holiday season, you can count on Coca-Cola to totally nail their holiday campaigns. This year, they hired Garyson Sanders, Lauriana Mae, and Jono to produce a song about friends spending the holidays together. To promote the campaign, they produced a series of videos and images that they promote across all of their social channels.Regardless of how you feel about the particular song (or the giant Santa), this is a great example of a coordinated social campaign … and it’s kind of meta, since the video is kind of about working coordination. I mean, you better be able to work together if you’re moving a Santa puppet that big.When Coca-Cola promotes the campaign on their website, they have links to their Twitter, Flickr, Google+, Facebook, and YouTube accounts, and they use consistent tone and messaging that aligns with all their other campaigns throughout the year. And the bonus? Every year, they use music to promote their campaign, and use the song’s sales to raise money for the Special Olympics.Cisco Drives Engagement and Donations Via Social MediaCisco is a company that designs, manufactures, and sells networking equipment. This year, they created a holiday campaign called “How Do You Give Back?” promoted on their Facebook page. Every time someone comments on their Facebook page and tells them how they plan on giving back to the community, four meals are donated to the World Food Programme. The page also promotes other people who are giving back to the community. Topics:
Inbound Marketing In the past, we’ve harped on old-school marketing. It’s ineffective. It’s expensive. It’s a thing of the past. But it’s also a great jumping-off point for your inbound marketing content creation efforts.What?Yes, you read that right. Just because you’re not investing as much resources into your old marketing efforts, it doesn’t mean that your efforts should go to waste. There’s actually a lot you can do with your old-school marketing materials to further your inbound efforts — you just have to know which materials to use. To help, we decided to show you how to turn some old-school pieces of content turn bright, shiny pieces of inbound content.Immediate disclaimer: I’m not advocating to just repost one piece of content into another. You’ve still got to tailor the content to the platform it lives on — you won’t be able to turn a text newsletter into an email newsletter just by adding links. Still, some pieces of old-school content are better than others for certain inbound marketing tactics. Let’s check ’em out. 1) Print Newsletters –> Email NewslettersYou’ve spent a ton of time putting those print newsletters together, so why not squeeze more juice out of them in a digital format?Even though you can’t just digitize the print newsletter and be done with it, you’ll have 60% of the work done on an email newsletter. Most of the educational content (the copy and the pictures) can be transferred — though you probably will need to edit down your copy to be email-friendly. The content you’ll need to chuck will be the parts that are mostly about your company — people will want to get more educational content than promotional content. Also, if you have the emails of those who’ve signed up for your print newsletters, you can also use your same list for your email newsletter — though we’d recommend giving them overt opt-out signs on the first few emails so that uninterested folks can remove themselves from your list. You’ll also need to add some email-specific elements such as links to other pieces of your online content and a call-to-action for your subscribers. You want your subscribers to take some sort of action from your newsletter. If you want make sure your reworked newsletter is fit for email, check out this guide filled with email newsletter best practices. 2) Trade-Show Banners –> Social Media ImagesWhen you create a trade-show banner for your booth, it has a limited lifespan: For as long as you’re at that trade show, the banner is useful. Maybe you can reuse it for another show you’re doing, but chances are the banner will get rolled up in the back of that random closet in your office. While you can’t get your money back for actually producing and printing the banner, you can reuse the banner design to benefit your social media profiles.As you know, social networks are incredibly visual — often, you’re customizing a profile picture, a header image, and a background, never mind the content you actually share through that network. So, grab a social media image template, reformat some of your banner’s design to fit properly, and post it as one of your social media images. 3) Banner Ads –> Blog Calls-to-ActionThe goal in both a banner ad and a blog call-to-action (CTA) is to get people to click through to something else, right? So why not take your ad, add some inbound best practices, and have a blog CTA ready to go? Sounds logical to me. You may have to resize your banner ads and change up some of the copy to make them sound enticing to your blog readers. Also be sure your CTA doesn’t pop up, take over the screen, or move in the slightest — that’s not an experience your blog readers will enjoy.4) Whitepapers –> EbooksWhitepapers aren’t exactly a thing of the past, but there’s lots more you can be doing with them than just leaving them be after they go out to the printer — for instance, you can turn one into an ebook to live behind a lead generation form.But isn’t an ebook a whitepaper in digital form, you say? Not always. Often, ebooks will showcase long-form content, but they always have easy-to-read copy and excellent design. If you feel like you need some help in that department, check out these ebook templates. Copy and paste your whitepaper copy into the templates, give it an edit to keep things short, sweet, and engaging, and then you’re on your way to getting new leads. 5) Research Reports –> InfographicsFew people like slugging through page after page after page of graphs and charts — especially when they can get the same information through an entirely different medium … like an infographic. While an infographic won’t give the same level of detail that a research report will, it will be much easier to digest and share, which’ll all mean more traffic and leads for your team. Convinced yet? If you need help making an infographic, there are lots of free templates and tools out there for you. 6) Brochures –> Website PagesEver written a brochure about what your company does? Great! You now have content for your site pages (including things like your product or ‘about us’ pages). While these aren’t the pages you use to generate leads, they will help prospects learn more about your company as they begin considering you as a place to buy something from.Full disclosure: you’ll probably have to add copy to your website pages and tweak them for a truly web-optimized experience, but pulling copy and photos from brochures can give you a great jumping-off point.7) Direct Mail –> Email MarketingWe’ve hated on bad direct mail in the past, but I’ll admit there are some things you can take from the practice to benefit your inbound marketing. Most of the copy and visual content can transfer over from one tactic to another, since both are highly visual platforms trying to capture someone’s attention in a short amount of time. A couple things you’ll have to change? You’ve got to work harder on the subject line. It’ll be your gatekeeper to actually getting opened. You’re also going to need to organically grow your list — buying lists for email marketing is a huge no-no. It’ll make your spam and unsubscribe rate plummet, which could affect the deliverability of the rest of your emails. 8) Radio Ad Copy –> Tweets Short, sweet, action-oriented copy works well for both marketing tactics, but one will cost you lots and lots of money and the other won’t. Can you guess which is expensive? To take your radio copy and turn it into terrific tweets, you’ll have to slice and dice your 15- or 30-second spots into something under 140 characters and tone down the “sell.”And of course, if you’re hoping to generate leads from Twitter, you’ll need to link to relevant content on your website (that whitepaper turned ebook, perhaps?). You’re also going to want to add visual content to your tweets — that can help you get more traffic and leads to your site.Creating inbound content isn’t all that difficult when you realize how much you already have in your arsenal. Even if you’re ditching your old-school ways in favor of cheaper, more successful inbound marketing tactics, you can still use your traditional marketing materials to get you off to a great start. How else can you reuse and repurpose old-school marketing content for your inbound efforts? Originally published Jan 16, 2014 2:00:00 PM, updated February 01 2017 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack 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 Landing Page Optimization Originally published Feb 12, 2014 8:00:00 AM, updated February 01 2017 Topics: When most people talk about experiments, it sounds like something overwhelming and complicated. You’ve got to set a control and treatment. You’ve got to get sufficient sample size. You’ve got to track it all to determine when it’s statistically significant.With all that, is testing really worth it?Yes! Smart marketers aren’t always running enormous tests … but they know that those small tests can have a big impact. We’ve seen amazing results from small tests first-hand — for instance, by adding a blog subscription check box to our landing page forms, we increased our blog subscribers by 128% in just 3 months.And that’s just one example. There are lots of little things you can do on your landing page to help you generate more leads and customers. So if you’re willing to take the chance to experiment, but you have no idea where to start, keep on reading. Below are 13 ideas for landing page tests you can run. (And if you need help with the “running” part of the experiment process, check out this post on A/B testing.) 13 Quick and Easy Landing Page Experiments You Can Run1) “Pay With a Tweet” Instead of a FormMost landing pages are created to help you generate leads. People come to the page, fill out a form, and get a piece of content … and ta-da! You have a new lead!But what if most of the people downloading this piece of content are already leads? They’ve downloaded another piece of content already but haven’t done anything since then. What’s the use of having them fill out another form?If you’re using progressive profiling, you can try replacing a form with a “Pay With a Tweet” button — basically, people have to tweet the link to the landing page to get access to the offer. That way they’re helping you bring in more people who might be new leads in your database. 2) Thank You Page vs. Follow-up Email vs. CombinationWhat happens after someone fills out a form your website to download a piece of content? Do they get the piece of content via email? Are they taken to a thank you page to download the content directly? How about both? How you choose to deliver the content to your leads could affect how likely they are to read that offer … and then convert to the next step in your marketing funnel. 3) Short Forms vs. Long FormsThere’s a lead generation tradeoff when it comes to form length: Usually, you’ll get more people to fill out a form if it’s short, but they won’t be as qualified as those who filled out a long form (because only the people who really want that piece of content will fill out a long form). So on the one hand, you’ll have lots of leads coming in the funnel … but they may take longer to close as customers. The other hand? A few people who are actually really qualified potential customers.Figure out which is better for your business by testing the form length on a few landing page and tracking those customers through your buying cycle. Who knows — maybe having really long forms could help your bottom line?4) The Color of Your “Submit” ButtonThis is probably the most classic A/B test you can run: the color of the form’s “submit” button. It’s pretty straightforward (one test has one color and the other has another color), but the main thing to keep in mind is that the tested colors should be fairly different from each other when you’re first starting out testing color so you can get more conclusive results. 5) “Submit” Button CopyJust like changing the color of this button, changing the copy is super easy to try. Though we always suggest changing the copy from “submit,” there are lots of alternatives you can try. Maybe “Download Your Ebook” flops compared to “Get Your Guide”? You won’t find out until you test it.6) Headline CopyA compelling headline isn’t just important to blog posts — you need to have a catchy yet descriptive landing page headline to help convert visitors into leads. Try changing up your landing page headline to see if you’ll capture more leads. Things like adding the value proposition upfront or calling an “ebook” a “guide” could make a significant difference.7) PersonalizationThe first time I saw a landing page on HubSpot with my name on it, I freaked out a little bit (in a good way). I was so excited that our website knew it was me. Once you have someone’s contact information, you can do the same thing on your landing pages and thank you pages if your marketing software has a personalized content feature (HubSpot customers, you’re in good hands). Adding elements like your contact’s name or company name could make a big difference in your conversion rates.8) Landing Page LayoutThis sounds like a big test, but it doesn’t have to be — changing up your layout could be as simple as moving a form from the right side of the page to the left. It’s even easier if you have some landing page templates available. All you need to do is copy and paste the content from your original landing page template into the new one. (HubSpot customers, you’re set here as well.) Then, voila! New landing page layout.9) Top Navigation BarWe typically recommend that you always remove the navigation bar on your landing pages to eliminate distraction for your visitors … but we know that’s a tough argument to sell to your boss. So why not have some data to back up those claims? For what it’s worth, we’ve tested this out on our own landing pages and found that some of our landing pages converted at a much higher rate without the nav bar — but your landing pages may be different.10) Image AlignmentIf your landing page images are always in the same spot on your landing pages, you should think about changing up where they hang out on the page. Maybe a right, center, or left alignment can boost conversions? Again, this is a super-small change, but it could end up having a big result. You won’t know until you try it out.11) Social Proof on Landing PagesOne of the key psychological principles you can take advantage of on your landing pages is social proof. Social proof basically taps into your need to do something because other people are doing it. Adding elements like social share buttons with their share counts or even the number of people who have downloaded the ebook already taps into this psychological need … and you end up with more conversions.12) “Forward to a Friend” Button on Thank You PagesAfter someone’s filled out a form to get a piece of content, chances are they’re gonna like the content, yes? And maybe want to share it with others?Just like you can make it easy for people to share your offers on the landing page with social share buttons, you can also try reminding people to share after they’ve already gotten the content.Below is an example of how we’ve done this on our thank you pages. Since we’re doing B2B marketing, we chose the option to email — but you can use this concept for any of the social networks. 13) Trust SealsLast, but certainly not least, are trust seals. These are those little logos on landing pages that tell you your information is safe with the company you’re giving it to. For example, you’ll often see a Better Business Bureau or TrustE logo on sites that collect sensitive information like your home address or credit card information.Especially on ecommerce sites, trust elements can be crucial. If you feel like your prospects are giving you an inordinate amount of information, it might make sense for you to try out trust seals. What other ideas do you have for making your landing pages more successful? Share them with the rest of us in the comments!