Amid the increasing stray cattle menace in the State, the Shiromani Akali Dal has hit out at the Congress government, accusing it of failing to address the issue. SAD leader and former Minister Bikram Majithia on Saturday said the State government had failed to find a solution to stray animals, which are not just destroying crops but have also been the cause of several deaths in the State.‘Cow cess’“The government collects ‘cow cess’ and other taxes in the name of taking care of stray animals, but the problem continues to grow. All concrete steps taken by the previous SAD-BJP government to create and maintain gaushalas and cattle pounds have been withdrawn by this government,” he alleged.Mr. Majithia said that incidents of deaths due to stray animals were on the rise in the State in the last few months. ‘Farmers affected’ “Farmers are also at the receiving end with their fields being laid to waste across the State. Towns and cities are facing an acute crisis with the cattle roaming free and spoiling green belts, besides causing traffic hazards on the State highways,” he said.Asking the Congress government to wake up from its slumber, the Akali leader demanded development of stray cattle pounds, free power to gaushalas on the pattern of the previous SAD-BJP government and judicious use of ‘cow cess’ to tackle the problem.
How many times have you met somebody full of energy who gets you excited about something new — only to discover later that it was just a lot of talk and no action. All hat, no cattle .There’s a similar problem in social media: Marketers who are all tweet and no meat.At HubSpot we run into a lot of professional marketers and small business owners who are very excited about social media. They want 5,000 followers on Twitter, they want 10,000 fans on Facebook, and they want it all yesterday.Such enthusiasm is new, and it’s awesome. Just last summer, most marketers and small business owners still looked at social media as a playground for Kool-Aid drinking tech groupies.Now the marketing ROI of inbound marketing and social media is clear, and there’s a new problem: Many of the marketers and small business owners leaping into social media are forgetting the importance of other online marketing channels. This is a problem because social media works best in conjunction with a site that’s full of fresh content like blog posts , white papers and videos.If your marketing strategy is just Twitter and Facebook — no longer-form content of your own — your company will end up a big-talking cowboy without cattle . You’ll be making comments about everything, but substantive contributions to nothing.In pure business terms, there are two huge reasons social media needs to be mixed with original content: (1) To Drive People to Your Site — As a business, your goal is to drive leads and sales, which both happen on YourSite.com. In order to get people to YourSite.com, you have to make an investment in blogging, content management and lead tracking on that site. If your only investment is in Twitter or Facebook, the people you engage with there — no matter how much they love you — will never make it to YourSite.com to convert into leads and customers. (2) To Create an Archive With Long-Term SEO Value — If you’re only investing your time and resources in Facebook and Twitter, you’re not building any archive of persistent content. That’s a problem because your persistent content is what shows up in Google’s search results. Blog posts, white papers and videos posted on YourSite.com will get indexed by Google and drive people to become leads and customers for years. Posts on Twitter and Facebook don’t have nearly the same long-term search value.A marketers and salespeople, we’re prone to optimistic talk. But as we talk, we need to ask ourselves a key question: Is the talk accompanied by consistent value creation for our company?If you’re just doing social media, I think the answer is no. If that social media work is accompanied by content, I think the answer is yes.What do you think? How do you strike this balance?Photo: Karyn Webinar: Blogging for Business Originally published Mar 17, 2009 8:11:00 AM, updated February 01 2017 Topics: Want to learn more about publishing a blog on your business website? Download the free webinar to learn how to create a thriving inbound marketing blog. Marketing Strategy Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
on the topic. Based on over 170,000 blog posts I’ve created a visualization of the best times and days to post for views, links and comments. Click on the image below to see it full-size. Originally published Dec 8, 2010 5:51:00 PM, updated October 18 2015 For more data like this, be sure to 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 working on the data for my big overarching post for ProBlogger Science of Blogging webinar tomorrow register for tomorrow’s webinar Over the past few years, I’ve researched and written a lot about the best time, and recently, I wrote a , one of the most important questions I could ask my data was “when is the best time to publish a blog post?”
Originally published Jan 27, 2012 9:00:00 AM, updated July 28 2017 Topics: Marketing Reporting Here’s a challenge for all you marketers who are on top of your game: How do you make sure your marketing team is taken seriously within your own company? One important step you should take is publishing a thorough, thoughtful, quantitative monthly report on your marketing team’s impact.For as long as there’s been marketing, marketers have struggled to show their impact. But today, there’s no need to struggle. Today, it’s simple to collect the data you need to show how your marketing investments are generating revenue for your business. You just have to pull together the right reports.At HubSpot, our marketing team creates a deck of over 200 slides each month to cover every last marketing detail. That’s extreme, and it might not be necessary for all companies. But what is important for all marketers is a core set of slides that reports on inbound marketing results. (Note the word “results.” We’re not showing what we did . We’re showing what we achieved .)So here are some of the core slides we use to report on our results. What do you think we’re missing? I’d love to hear about it in the comments! 1. Visits by Source This is your measure of the top of your funnel. It tells you, month-over-month, how many people are coming to your site, and how they got there. You can look at this slide quickly to see which marketing channels are driving your changes in overall traffic. (HubSpot customers can find this report in Sources .) 2. Leads by Source This is your measure of your middle-of-the-funnel (MOFU) activity. This slide answers the questions, “How many leads did we generate, and which channels did they come from?” You can use this report to track month-over-month changes in lead volume and to figure out ways to improve the results. For example, if you’re generating a lot of traffic to your blog articles , but you aren’t converting any leads there, you should experiment with different ways to improve blog page conversions. Maybe you need better calls-to-action (CTAs). Or maybe you need better blog offers. Whatever the root of the problem, this report can help identify its location and help you understand where to dive into the details and diagnose. (HubSpot customers can get this report in Sources .) 3. Funnel Summary This is an overall view of your marketing funnel that shows you the five most important metrics —visits over time, leads over time, customers over time, visit-to-customer conversion over time, and lead-to-customer conversion over time. This data gives you a great overall sense of your marketing team’s performance. (HubSpot customers can get this data from Sources .) 4. Paid vs. Organic Leads This view helps you show how much of your lead flow is coming from paid campaigns and how much is coming from organic inbound marketing. If you’re trying to build an inbound marketing machine and keep your paid spend down, this slide can help you track your progress. (HubSpot customers can get this data from Sources by exporting and aggregating all their organic campaigns, then comparing that to their paid campaigns.) 5. Top Blog Posts by Page View This slide helps you keep track of the content that’s engaging your community. This knowledge should help you refine your blog articles to generate even more traffic, and to refine your overall marketing strategy to better reach your target personas. ( HubSpot customers can find this data in their monthly report or Blog Analytics .) 6. Top Landing Pages by Leads This slide shows you which offers and landing pages are generating the most leads. You should know this information and constantly be testing new offers and landing pages in order to create new leaders generating even more leads. (HubSpot customers can see this in their Landing Page Dashboard .) 7. Lead Speed to Your Event This is a way to measure lead quality. In other words, how good are the leads that you’re sending to your sales team? If there isn’t much time before your leads convert into an event, the marketing team is doing a good job. If your leads take a while to convert, you need to do a better job nurturing your leads . (HubSpot customers can get this data from a CRM like Salesforce.com when it’s integrated with HubSpot.) Bonus for HubSpot customers! Most of these slides are already being created for you. Keep an eye out for a personalized monthly report that gets sent to you at the beginning of each month. The report contains a link to download a PowerPoint version of your own monthly report. Make sure you’re using it! What other marketing data do you report on for the rest of your company? Image Credit: SqueakyMarmot Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
Originally published Sep 6, 2012 4:30:00 PM, updated October 20 2016 Once you select the interests you want to target, you can carry on with the rest of the campaign as you normally would, including tweet selection and budget. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Keep in mind you can also target people, not just companies. Thought leaders who are very influential in your space — like bloggers, authors, and social media personalities — are likely to have followers that are similar to your target audience!Do you plan on using Twitter’s latest promoted tweet update?Image credit: lucianvenutian Topics: Pretty easy, huh? Now, let’s learn how to target your promoted tweets by specific usernames.Target Twitter Users by UsernameLet’s start by clearing up one misconception about targeting promoted tweets by username: When targeting specific usernames, you’re not making your promoted tweets visible to people who follow that specific username. Instead, Twitter determines other usernames that are similar to the username you selected, and promotes your tweets to those people.Why is this the case? Well, let’s say you want to target people who like cooking shows, so you enter in the username @homecookingchannel. You want your reach to be as large as possible … but only as far as it includes people who are actually interested in cooking. Therefore, Twitter isn’t just going to promote your tweets to everyone who follows @homecookingchannel. They’re going to promote your tweets to everyone who follows @homecookingchannel that actually cares about cooking (not, you know, the account holder’s dad who just followed because he was told to). From there, Twitter will look at other users who may not follow @homecookingchannel, but exhibit the same care for cooking based on the content they share, and promote your tweets to those usernames, too.You may be wondering how Twitter finds the people to target your promoted tweets to. Well, because this targeting method is for timelines and not specific search terms, it’s a little unclear how a person on Twitter’s interests are determined. But we do know that Twitter’s algorithm uses the topics discussed on Twitter, keywords uses, and followers of each person to determine if they are a good fit for your timeline campaign. So if someone’s tweeting about their favorite quinoa recipes, Twitter knows they’re probably a good fit for @homecookingchannel promoted tweets.Let’s go through one more example to clarify this. Let’s say you’re interested in promoting your tweets to marketers. With this new feature, you could target your campaign at people who are similar to the followers of the username @HubSpot. Why? Because HubSpot is known as a thought leader in the marketing industry, so a large amount of our followers are likely to be marketers. Additionally, people who are similar to our followers are also likely to be marketers, and Twitter can tell based on whether they’re actually talking about marketing on Twitter. Here, you can look through general interests, and drill down into more detail to the right. Twitter Updates Last week, Twitter launched a new update to their promoted tweets that should get marketers pretty pumped. Now, you can target your promoted tweets to users based on their interests. Pretty groovy, eh?Before this launch, people were able to promote tweets in timelines, search results and profiles. Targeting a specific search term, however, was the only way an advertiser could control who saw their tweets. That left the rest of their promoted tweets to be targeted to “followers,” “people like my followers,” or everyone. No more! Now Twitter advertisers can show promoted posts to the people they are actually interested in targeting.There are two ways this new update can be used: You can target by interests, or you can target specific @usernames. Here’s how to do both.Target Twitter Users by InterestBefore we get into logistics, ask yourself … do you know what your target audience’s interests are? If not, you might need to do a little brushing up of your buyer personas.Great, glad that’s taken care of. So, you want to target Twitters users with promoted tweets based on their interests? Makes sense — greater relevancy should increase the effectiveness of your promoted tweets! Twitter determines interests based on what the user is talking about, following, and the keywords used. To utilize this feature, you must first click on “Browse Interests.”
For marketers, Reddit has a lot of things going for it: most notably, an audience that’s both young and huge. Last month, Reddit drew 71 million unique visitors who viewed 4.8 billion pages. Their big challenge, however, is to find a way to make money from that audience without driving it away. Lately Reddit has been experimenting with a new sponsored content campaign in which Reddit creates original video content based on ideas generated by Reddit users. The program has won praise from Edelman content chief Steve Rubel, who writes in AdAge, “The internet isn’t TV, and Reddit knows that and has an approach to original content that might just work if it can stick to what made it a success. Reddit knows that the best way for marketers to get involved is not just through content, but conversation.”The first attempt in content creation is “Explain Like I’m Five,” a series of videos inspired by a subreddit of the same name. (A subreddit is what Reddit calls a topic-specific domain. There are about 5,000 active user-generated subreddits on Reddit.) The videos are sponsored by DonorsChoose, a charity that helps teachers get supplies for their classrooms.The video series, which takes complex topics and explains them to 5-year-olds, is hosted on Reddit’s YouTube channel, aggregated on the DonorsChoose website, and promoted on the ‘Explain Like I’m Five’ subreddit — in an effort to motivate Reddit users to donate to the charity. Reddit even asks its community to contribute ideas for scripts for new videos. Here’s one video:Reddit is trying to identify other subreddits that could lend themselves to being turned into original programming. Next up for a video treatment is a subreddit called “Crazy Ideas,” says Reddit General Manager Erik Martin. Martin says that, for now, Reddit sees the idea as experimental and isn’t selling it in a big way. “There are maybe a few brands we would work with. But it needs to be the right idea and the right sponsor,” he says.As Rubel points out, Reddit’s challenge will be to add mainstream advertisers to its mix without losing its edge and turning off its audience.To be sure, this is the same challenge most user-generated sites confront as they try to attract advertisers (e.g. concerns about porn on Tumblr, or the recent scandal where advertisers suspended Facebook campaigns because of offensive content). But even in the anything-goes world of user-generated content, Reddit pushes the limits. The site contains a huge amount of stuff that could be called “not safe for work.”The trick — for Reddit and for marketers — will be to reach the attractive parts of the Reddit universe and steer clear of the less savory elements. Whether it can be done remains to be seen. Martin points out that “the vast majority of content on Reddit is [safe for work],” and that advertisers can target content that’s safe and be sure that their ads will not run next to racy content.Also, keep in mind that getting in early will have an extra benefit — your brand could get pulled along in all the coverage about the Reddit program. DonorsChoose got mentioned in the Steve Rubel article in AdAge, and this one here on the HubSpot blog, as well as here on a teaching blog, here on Entertainment Weekly, and here on Mediabistro.Thoughts on Reddit’s new sponsored content program? 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 Originally published Jun 4, 2013 4:00:00 PM, updated February 01 2017 Native Advertising
Ever heard of the computer language called SQL? You may have heard about it in the context of data analysis, but never really thought it would apply to you as a marketer. Or, you may have thought to yourself, “That’s for the really advanced data users. I could never do that.”Well, you couldn’t be more wrong! The most successful marketers are data-driven, and one of the most important parts of being data-driven is being able to collect data from databases quickly. SQL happens to be one of the best and most popular tools out there for doing just that.Download 9 Free Excel Templates for MarketersSQL stands for Structured Query Language, and it’s used when companies have a ton of data that they want to manipulate in an easy and quick way. If your company already stores data in a database, you may need to learn SQL to access the data. But not to worry — you’re in the right place to get started!Before we begin, make sure that you have a database management application that will allow you to pull data from your database. Some options include MySQL Workbench or Sequel Pro. Start by downloading one of these options, and then talk to your company about how to connect to your database. The option that you choose will depend on your product’s backend, so check with your product team to make sure you select the correct one.Let’s jump right in.Why Use SQL?The beauty of SQL is that anyone working at a company that stores data in a relational database can use it. (And chances are, yours does.)If you work for a software company and want to pull usage data on your customers, you can do that using SQL. If you work for an ecommerce company that has data about customer purchases, you can use SQL to find out which customers are purchasing which products. Of course, these are just a few of many, many examples.Think about it this way: Have you ever opened a very large data set in Excel, only for your computer to freeze or even shut down? SQL allows you to access only certain parts of your data at a time so you don’t have to download the data into a CSV, manipulate it, and possibly overload Excel. In other words, SQL takes care of the data analysis that you may be used to doing in Excel. (If you want to dig into this aspect of SQL a bit more, here is a blog post to get you started.)How to Write Simple SQL QueriesUnderstand the hierarchy of your databaseBefore you get started, it’s important to become accustomed to your database and its hierarchy. If you have multiple databases of data, you’ll need to zero in on the location of the data you want to work with.For example, let’s pretend we’re working with multiple databases about people in the United States. Type in the query “SHOW DATABASES;”. Our results may show that you have a couple of databases for different locations, including one for New England.Within your database, you’ll have different tables containing the data you want to work with. Using the same example above, let’s say we want to find out which information is contained in one of the databases. If we use the query “SHOW TABLES in NewEngland;”, we’ll find that we have tables for each state in New England: people_connecticut, people_maine, people_massachusetts, people_newhampshire, people_rhodeisland, and people_vermont.Finally, you need to find out which fields are in the tables. Fields are the specific pieces of data that you can pull from your database. For example, if you want to pull someone’s address, the field name may not just be “address” — it may be separated into address_city, address_state, address_zip. In order to figure this out, use the query “Describe people_massachusetts;”. That will provide a list of all of the data that you can pull using SQL.Let’s do a quick review of the hierarchy using our New England example:Our database is: NewEngland.Our tables within that database are: people_connecticut, people_maine, people_massachusetts, people_newhampshire, people_rhodeisland, and people_vermont.Our fields within the people_massachusetts table include: address_city, address_state, address_zip, hair_color, first_name, and last_name.Now, to learn how to write a simple SQL query, let’s use the following example:Who are the people who have red hair in Massachusetts and were born in 2003 organized in alphabetical order?SELECTSELECT chooses the fields that you want displayed in your chart. This is the specific piece of information that you want to pull from your database. In the example above, we want to find the people who fit the rest of the criteria.Here is our SQL query:SELECT first_name, last_nameFROMFROM pinpoints the table that you want to pull the data from. In the earlier section, we found that there were six tables for each of the six states in New England: people_connecticut, people_maine, people_massachusetts, people_newhampshire, people_rhodeisland, and people_vermont. Because we’re looking for people in Massachusetts specifically, we’ll pull data from that specific table.Here is our SQL query:SELECT first_name, last_nameFROM people_massachusettsWHEREWHERE allows you to filter your query to be more specific. In our example, we want to filter our query to include only people with red hair who were born in 2003. Let’s start with the red hair filter.Here is our SQL query:SELECT first_name, last_nameFROM people_massachusettsWHERE hair_color = “red”hair_color could have been part of your initial SELECT statement if you’d wanted to look at all of the people in Massachusetts along with their specific hair color. But if you want to filter to see only people with red hair, you can do so in the WHERE statement.ANDAND allows you to add additional criteria to your WHERE statement. Remember, we want to filter by people who had red hair in addition to people who were born in 2003. Since our WHERE statement is taken up by the red hair criteria, how can we filter by a specific year of birth as well?That’s where the AND statement comes in. In this case, the AND statement is a date property — but it doesn’t necessary have to be. (Note: Be to check the format of your dates with your product team to make sure it is in the correct format.)Here is our SQL query:SELECT first_name, last_nameFROM people_massachusettsWHERE hair_color = “red”AND birth_date BETWEEN ‘2003-01-01’ AND ‘2003-12-31’ORDER BYWhen you create SQL queries, you shouldn’t have to export the data to Excel. The calculation and organization should be done within the query. That’s where the “ORDER BY” and “GROUP BY” functions come in. First, we’ll look at our SQL queries with the ORDER BY and then GROUP BY functions, respectively. Then, we’ll take a brief look at the difference between the two.Your ORDER BY clause will allow you to sort by any of the fields that you have specified in the SELECT statement. In this case, let’s order by last name.Here is our SQL query:SELECT first_name, last_nameFROM people_massachusettsWHERE hair_color = “red”AND birth_date BETWEEN ‘2003-01-01’ AND ‘2003-12-31’ORDER BY last_name;GROUP BY”GROUP BY” is similar to “ORDER BY,” but it will aggregate data that has similarities. For example, if you have any duplicates in your data, iyou can use “GROUP BY” to count the number of duplicates in your fields.Here is your SQL query:SELECT first_name, last_nameFROM people_massachusettsWHERE hair_color = “red”AND birth_date BETWEEN ‘2003-01-01’ AND ‘2003-12-31’GROUP BY last_name;ORDER BY VS. GROUP BYTo clearly show you the difference between an “ORDER BY” statement and a “GROUP BY” statement, let’s step outside our Massachusetts example briefly to look at a very simple dataset. Below is a list of four employees’ ID numbers and names.If we were to use an ORDER BY statement on this list, the names of the employees would get sorted in alphabetical order. The results would look like this:If we were to use a GROUP BY statement, the employees would be counted based on the number of times they appeared in the initial table. Note that Peter appeared twice in the initial table. The results would look like this:With me so far? Okay. Let’s return to the SQL query we’ve been creating about red-haired people in Massachusetts who were born in 2003.LIMITDepending on the amount of data you have in your database, it may take a long time to run the queries. It can be frustrating if you find yourself waiting a long time to run a query that you didn’t really want to begin with. If you want to test our query, the LIMIT function is a great one to use because it allows you to limit the number of results you get.For example, if we suspect there are millions of people who have red hair in Massachusetts, we may want to test out our query using LIMIT before we run it in full to make sure we’re getting the information we want. Let’s say, for instance, we only want to see the first 100 people.Here is our SQL query:SELECT first_name, last_nameFROM people_massachusettsWHERE hair_color = “red”AND birth_date BETWEEN ‘2003-01-01’ AND ‘2003-12-31’ORDER BY last_nameLIMIT 100;That’s it for the basics!Feeling good? Here are a few other ways to take your SQL queries up a notch.Bonus: Advanced SQL TipsNow that you have mastered how to create a SQL query, let’s walk through some other tricks that you can use to take it up a notch, starting with the asterisk.*When you add an asterisk to one of your SQL queries, it tells the query that you want to include all the columns of data in your results. In the example we’ve been using, we’ve only had two column names: first_name and last_name. But let’s say we had 15 columns’ worth of data that we want to see in our results — it would be kind of a pain to type out all 15 column names in the SELECT statement. Instead, if you replace the names of those columns with an asterisk, the query will know to pull all of the columns in to the results.Here’s what the SQL query would look like:SELECT *FROM people_massachusettsWHERE hair_color = “red”AND birth_date BETWEEN ‘2003-01-01’ AND ‘2003-12-31’ORDER BY last_nameLIMIT 100;LAST 30 DAYSOnce I started using SQL regularly, I found that one of my go-to queries involved trying to find which people took an action or fulfilled a certain set of criteria within the last 30 days. Since this type of query was so useful for me, I wanted to share that capability with you.Let’s pretend today is December 1, 2014. You could create these parameters by making the birth_date span between November 1, 2014 and November 30, 2014. That SQL query would look like this:SELECT first_name, last_nameFROM people_massachusettsWHERE hair_color = “red”AND birth_date BETWEEN ‘2014-11-01’ AND ‘2014-11-30’ORDER BY last_nameLIMIT 100;But that would require thinking about which dates cover the last 30 days, and it would mean you’d have to constantly update this query. Instead, to make the dates automatically span the last 30 days no matter which day it is, you can type this under AND: birth_date >= (DATE_SUB(CURDATE(),INTERVAL 30.(Note: You’ll want to double-check this syntax with your product team because it may differ based on the software you use to pull your SQL queries.)Your SQL query would therefore look like this:SELECT first_name, last_nameFROM people_massachusettsWHERE hair_color = “red”AND birth_date >= (DATE_SUB(CURDATE(),INTERVAL 30))ORDER BY last_nameLIMIT 100;COUNTIn some cases, you may want to count the number of times that a criterium of a field appears. For example, let’s say you want to count the number of times the different hair colors appear for the people you are tallying up from Massachusetts. In this case, COUNT will come in handy so you don’t have to manually add up the number of people who have different hair colors or export that information to Excel.Here’s what that SQL query would look like:SELECT hair_color, COUNT(hair_color)FROM people_massachusettsAND birth_date BETWEEN ‘2003-01-01’ AND ‘2003-12-31’GROUP BY hair_color; JOINThere may be a time where you need to access information from two different tables in one SQL query. In SQL, you can use a JOIN clause to do this. (For those of you familiar with Excel formulas, this is similar to how you would use the VLOOKUP formula when you need to combine information from two different sheets in Excel.)For example, let’s say we have one table that has data of all Massachusetts residents’ user IDs and their birthdates. Let’s say we also have an entirely separate table that has data of all Masachusetts residents’ user IDs and their hair color. If we want to figure out the hair color of Massachusetts residents born in the year 2003, we’d need to access information from both tables and combine them. This works because both tables share a matching column: the Massachusetts residents’ user IDs.Because we’re calling out fields from two different tables, our SELECT statement is also going to change slightly. Instead of just listing out the fields we want to include in our results, we’ll need to specify which table they’re coming from. (Note: The asterisk function may come in handy here so your query includes both tables in your results.)To specify a field from a specific table, all we’d have to do is combine the name of the table with the name of the field. For example, our SELECT statement would say “table.field” — with the period separating the table name and the field name.Let’s take a look at what this looks like in action.We’re assuming a few things in this case:The Massachusetts birthdate table includes the following fields: first_name, last_name, user_id, birthdateThe Massachusetts hair color table includes the following fields: user_id, hair_colorYour SQL query would therefore look like:SELECT birthdate_massachusetts.first_name, birthdate_massachusetts.last_nameFROM birthdate_massachusetts JOIN haircolor_massachusetts USING (user_id)WHERE hair_color = “red”AND birth_date BETWEEN ‘2003-01-01’ AND ‘2003-12-31’ORDER BY last_name; This query would join the two tables using the field “user_id” which appears in both the birthdate_massachusetts table and the haircolor_massachusetts table. You would then be able to see a table of people born in 2003 who have red hair.Congratulations: You’re ready to get started with your own SQL queries! While there’s a lot more you can do with SQL, I hope you found this overviewof the basics helpful so you can get your handsdirty. With a strong foundation of the basics, you’ll be able to navigate SQL better and work toward some of the more complex examples.What data are you excited to pull using SQL? 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 Data-Driven Marketing Originally published Mar 25, 2015 8:00:00 AM, updated July 23 2019 How to Query a SQL Database:Make sure that you have a database management application (ex. MySQL Workbench, Sequel Pro).If not, download a database management application and work with your company to connect your database.Understand your database and its hierarhcy.Find out which fields are in your tables.Begin writing a SQL query to pull your desired data.
Blog Headlines Editor’s Note: This post was originally published in August 2014 and has been updated for freshness, accuracy, and comprehensiveness. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack As much as we hate to admit it, sometimes the headline of your blog post can be even more important than the article itself.Think about how many headlines you read every day while searching online or checking social media. What makes you actually click on the article and read it? Usually, it’s the headline — which is why it’s so important to spend time coming up with a good one.It’s easy to let all of that overwhelm you and just settle for a “good enough” headline. But that’s not how you’re going to be able to grow your blog. Before you publish a new post, you need to come up with a compelling headline that catches the reader’s eye — otherwise your post may not get read at all.Download data-backed tips on writing catchy titles and headlines. There’s a certain science to writing a great headline. Some headline templates or formulas tend to work better than others. For example, research shows that informative headlines like lists (that start with a number), how-to titles, and guides tend to get more readers and shares.Want help in quickly writing an attractive headline? Create your own using the templates and ideas in the infographic below from IntNetworkPlus. First, pick one of the six headline templates; then, mix and match from the adjectives, verbs, phrases, and calls-to-action below to create unique, compelling titles that readers will want to click on.1K+Save1K+Save Originally published Aug 9, 2016 7:00:00 AM, updated August 03 2017 Topics:
Marketing Mistakes Everyone makes mistakes. Even (especially?) marketers. Usually, we learn from them and move on with our lives, maybe escaping with just a touch of public shaming. But what happens to those companies that make mistakes on a much greater scale and cost their company millions in clout or (gulp) dollars?They go down in history as the biggest marketing mistakes of our time. It’s hard to move on when you’re being cited as the example of what not to do, huh?Download Now: Free Ad Campaign Planning KitWe looked into the biggest mistakes from many popular brands — but glossed similar instances of faux pas from smaller companies, because, well, we don’t want to hurt the up-and-comers.Keep reading for a little entertainment, and some reminders of what you should never do to ensure you don’t repeat these mistakes yourself.8 Legendary Marketing Mistakes to Avoid Replicating at All CostsGuerilla Marketing Without Due DiligenceTone Deaf TweetsLackluster New LogosLosing Sight of Loyal CustomersBeing Too Speedy With SendsPromising Free Stuff — and Running out of ItFixing Something That Isn’t BrokenGetting Lost in Translation 1) Guerilla Marketing Without Due DiligenceIn 2007, Cartoon Network launched a guerrilla marketing campaign in which it set up LED signs in various places throughout cities to promote one of their cartoons.A resident in Boston, however, thought the devices were bombs and called the police. This turned into a terrorism scare, resulting in the shut-down of many public transportation lines, bridges, and roads.The problem cost the head of Cartoon Network his job, and the broadcasting company $2 million in compensation for the emergency response team. Source: Business InsiderThe tweet came from the Kenneth Cole corporate Twitter account — actually, from the chairman himself, as indicated by the “KC” in the tweet.The company received negative feedback immediately, and they soon took the tweet down in response and apologized to anyone offended by the tweet. The lesson social media marketers can learn from this awful mistake is that humor doesn’t work if you’re newsjacking something contentious.3) Lackluster New LogosIn October 2010, Gap launched a new logo in an attempt to be more modern. Guess how long that lasted?Source: Vanity FairA whopping two days.Gap quickly put the old logo back into place after unbelievable backlash from the public.Gap, known for everyday basics, tried to redo their image to appeal to a more hip crowd. Unfortunately, the brand didn’t understand who its target market is — the people who want the basics and aren’t interested in trendy styles. Its loyal customers felt that Gap was changing their image for the worse, and lost a connection with the brand.Gap was also unsuccessful at attracting the younger, trendy generation with the redesign (albeit, only a two-day redesign), resulting in a failure on two fronts with this new logo.While it wasn’t so awful for Gap to pursue a logo redesign, the lesson is simply to stay in touch with your buyer personas so you can ensure your new design reflects them. Marketers focus a lot on metrics — for good reasons — but never underestimate your audience’s feelings towards your brand. They’re harder to quantify, sure, but boy will people speak out when their sensibilities are offended.4) Losing Sight of Loyal CustomersIn 2011, Netflix had a $16 billion market value with its mail-order rental. But then, the brand decided to enter the digital streaming market with a brand called “Qwikster,” an easy alternative to mail order DVDs.Source: Idea LemonUnfortunately, splitting the company between Netflix’s mail-order DVDs and Qwikster’s DVD streaming made things more complicated — not to mention, it resulted in a 60% price increase for those who wanted both services.Even worse, current customers weren’t grandfathered into the new price structure at the old rate, causing serious negativity amidst all the general confusion. Plus, the Qwikster Twitter handle was already owned by someone else: a pot smoker who discussed boredom, smoking, and partying.According to CNET, the company lost 800,000 subscribers and its stock price dropped 77% in four months.Businesses need to remain agile and fast-moving to stay relevant, but make sure you communicate those changes to your audience clearly before making them. Oh, and don’t forget to show gratitude to your current customers, instead of giving them the short end of the stick.5) Being Too Speedy With SendsIn December 2011, the New York Times sent an email to people who recently canceled their subscriptions asking them to reconsider, and giving them a discount to sweeten the deal.Sounds like a good idea to get a customer back, right?Too bad an employee accidentally sent it to 8 million subscribers — instead of the list of 300 that it was meant for. Whoops.Source: Daily BeastSubscribers instantly assumed that the email was spam as a result of hackers. Some were even mad that they weren’t getting the same discount as a loyal customer.Of course, employees responded immediately apologizing and telling people it was an unfortunate human error.Still, this type of mistake is every email marketer’s nightmare, and it serves as a much-needed reminder to always double check your list before clicking ‘Send’ on any campaign!6) Promising Free Stuff — and Running out of ItTimothy’s Coffee did what many brands have done to increase social media reach: offer a coupon or free sample for following them on social media.Unfortunately, Timothy’s offered more than it could deliver, depleting its supply of free K-cup packs after only three days.Get this: It wasn’t until two weeks later that Timothy’s sent out a message saying that coupons and samples were issued on a first-come, first-serve basis. Talk about too little, too late.Source: Sparker Strategy GroupDespite an apology video and the potential for receiving a free coupon in the mail, Timothy’s is still trying to recover from the fan backlash on social media. When running a contest on social media, don’t underestimate the impact of your offer — especially if it’s meant to grow reach.Think about it: If your contest works — and you’re designing a contest based on the premise that it will work, I hope — your reach will get bigger with each new participant. If you can’t actually back up your end of the contest bargain, all that new reach will be used to hurt your brand, instead of singing its praises.7) Fixing Something That Isn’t BrokenIn 1985, Coca-Cola tried to introduce a new, sweeter version of their beverage to combat its (then) new competitor: Pepsi.Those of us who were around at the time remember the Pepsi commercials boasting that, in blind taste tests, people preferred its taste over Coke’s. This campaign is a symptom of thinking in a silo — marketers must always be aware of current events and public sentiment when crafting campaigns. Most people, particularly city dwellers, are on high alert for signs of something fishy. I guess you can say hindsight is 20/20, but large-scale guerrilla marketing campaigns of this nature should really consider all possible outcomes before launch.2) Tone Deaf TweetsIn early 2011, a tweet was sent out from Kenneth Cole’s Twitter account trying to promote their new spring collection. No big deal, right? Except when it’s offensive, insensitive, and offends millions of people. The tweet was a poor play on the political turmoil happening at the time in Egypt: Topics: Originally published Nov 28, 2017 7:07:00 PM, updated October 07 2019 Coke, for its part, felt the need to regain market share with a new recipe. So, how did that turn out? Not well. Public response was so negative, in fact, that people were actually hoarding the old Coke flavor, and selling it on the black-market for grossly inflated prices.Why were people so upset? Coke’s brand embodied classic American traditions — so, Coke drinkers didn’t want a new flavor. They wanted that classic beverage whose secret recipe was guarded under lock and key in Georgia.Finally, after retiring the “New Coke” recipe, sales of the old classic — actually renamed “Coca-Cola Classic” to make it extra clear to consumers — rose significantly.So, what do we take away from this marketing mistake? Learn what your customers want before spending time and money on a top-secret product or service change.8) Getting Lost in TranslationCoke wasn’t the only major beverage to blunder, though. When Pepsi expanded its market to China, it launched with the slogan, “Pepsi brings you back to life.”What the brand didn’t realize, however, is that the phrase actually translated to, “Pepsi brings your ancestors back from the grave.” Source: Glantz DesignOkay, maybe this mistake is kind of funny. But, when you’re a brand that’s working toward major international expansion, a mistake like this one might not exactly have you in stitches.If you’re launching a new market, be sure to do some cultural research. And please — ask native speakers of the language what your slogan actually means. Don’t forget to share this post!
Content Marketing Strategy Don’t forget to share this post! People are hungry for immediate answers.Luckily, it has never been easier to find the information you’re seeking via search. A lot of marketers want to know: how does HubSpot optimize for search? I talked to our blogging team to find out, and put together a series of insider tips we’re eager to share with you. Check out the tactics below, and start maximizing organic traffic to your own blog.New SEO Training Course in HubSpot Academy: Building Sustainable Traffic for Business Growth in 2018How to Rank #1 on Google1. Embrace Complex ClustersSearch algorithms are ever-evolving, and in 2018 they are as smart as ever. Search engines are now capable of recognizing connections across search queries.This has big implications for marketers. Gone are the days when the searcher typed in simple keywords. Searches today are complex, putting the heavy lifting back on Google and other search engines to connect the dots.For example, if you type “movie about doctor clown” into Google the first result will be the movie Patch Adams, despite the fact that there is no overlap in the search terminology. The takeaway: search engines are incredibly intuitive. Google recognizes exactly what the searcher wants without the searcher explicitly stating their question. Go ahead, try it for yourself!At HubSpot, our blogging team realized this shifting behavior, so they altered our blog strategy to focus on topic clusters, instead of specific keywords.To do this, they first identified what topics to prioritize. They then aligned our existing blog posts into the aforementioned clusters and generated tons of new content under those clusters. Finally, they built internal and external links at every available opportunity, creating connection points between content that share the same topic cluster. In doing so, we signal to search engines exactly how the pieces fit together. While it can be time-consuming to reorganize your content, the payoff is huge.2. Prepare an Answer for the Target QueryLet’s use the example of Patch Adams once more. If you type “movie about doctor clown” into Google, you will see a small box with a short answer summarizing the premise of the film right below the search bar. There’s no need to click into a link to see the answer; instead, Google makes it easy to get the information on first glance. This answer box is a featured snippet. And if you’re not using your blog to optimize for featured snippets, start now.Here’s the incentive: Google pulls the featured snippet from one of the pages that ranks on page one of the search results, but the featured snippet does not necessarily need to exist in the #1 link. This is a huge opportunity to get content that is not in the #1 spot to actually appear above the #1 spot. Want to see a live example? Search “Let’s get meta” into Google, and see for yourself.To identify which content is good for featured snippets, Google frequently serves up answers for “Who, What, When, Where, Why and How” queries. If you think your content is addressing one of the aforementioned questions, prioritize writing a golden-nugget answer, and you may just see your content sitting right below the search bar.Another key reason to prioritize for the featured snippet is voice search. As voice search is on trend to become 50% of all mobile searches by 2020 — a prediction by both Google and Bing — featured snippets are now being tapped as the trigger response by virtual assistants. So, as search evolves, so should you.3. Revamp Out-of-Date Blog PostsThere are a number of benefits to creating new content like having additional pages to be indexed by search engines, providing education to your curious users, and it is a good way to stay relevant in your industry. However, as any tenured blogger knows, new posts can take a while to build up steam. In fact, it is often slightly older posts that generate a large portion of traffic because they have had time to develop authority.One of the most effective strategies HubSpot’s blogging team implements to boost SEO was is to historically optimize our old posts. Historical optimization is the process of taking old posts and making them new again with higher-quality, refreshed content, keywords, and links. By leveraging your already existing search authority on these posts, search engines will reward your freshness, which will then lead to a surge of new visits to your content.Do You Know How Search Engines Determine Rank?We surveyed 295 individuals across the United States, asking the question “Do you know how search engines, like Google, rank the results you get after a search?” An astounding 48% of people answered “no.” As a marketer, you do not want to be in that 48%. If you do not evolve with SEO, you risk losing key business opportunities to maximize your brand awareness and generate leads. It is time to understand, strategize, and capitalize on invaluable SEO tactics — like blogging — that will propel your business into success in 2018 and beyond. Originally published May 28, 2018 7:00:00 AM, updated October 03 2019 Topics:
Perhaps the personal YouTube name you made when you were 14 isn’t cutting it anymore (I’m looking at you, SoccerLuvr4444). Or maybe you’re striving to create a new brand identity, and you’d like a new YouTube name to reflect that.Whatever the reason, changing your name on YouTube is an easy three-step process. Before we jump in, it’s important to note that this guide will show you how to change the name displayed on your YouTube channel, and the one seen when you comment on people’s videos — these steps won’t change your YouTube account’s actual URL.Also important to mention, changing your YouTube name will change your Google account name, as well. If you’re hoping to create a harmonious brand identity across your YouTube account, email, and website, this might be a good thing.Download a Free 30-Day Planner for Your Business YouTube Channel.However, if you only want to change your YouTube name, but don’t want to affect your entire Google account, you’ll need to link your YouTube account to a separate Brand Account — here’s a tutorial for how to do that.Now, let’s dive into the three easy steps you need to take to change your YouTube name.How to Change Your YouTube Name1. When you’re signed into YouTube, click on your user icon in the top right (I put a red rectangle around mine in the screenshot below). Then, click “Settings”. 2. In your Account Settings, click the “Edit on Google” link.3. Here, you can change your First and Last name — for instance, I deleted my last name and replaced it with “Consulting”. It’s important to note this will change your name on all Google accounts. When you’re done, click “OK”. 4. Now, my official YouTube name is “Caroline Consulting”. When I comment on a post, that’s the name that’ll show up, and when someone searches for my channel, they’ll need to search Caroline Consulting. Originally published Jun 15, 2018 6:00:00 AM, updated October 30 2019 Youtube Marketing Topics: And that’s it — you’ve changed your name. Remember, “first” and “last” refers to your first and last name, but you can certainly take creative liberties with those categories, as I did.The only real challenge with the easiness of changing your YouTube name is the subsequent temptation to change it all the time (at least, that’s how it felt to me). Don’t forget to share this post!