Book: Bill Walsh endured difficult childhood en route to success with 49ers

first_imgIf Bill Walsh said it once, he said it 49 times during his first couple years as an NFL head coach:“You know,” he would say, “I didn’t get the chance to be a head coach until I was 48.”He said it so often and with such a wistful countenance that one had no choice but to assume he was haunted by his perpetual longing.It’s common knowledge that Walsh was devastated when the great Paul Brown passed him over for the head coaching position with the Cincinnati Bengals. Walsh had served on Brown’s …last_img read more

‘Mr. Volleyball’ happy to see more attention given to men’s division

first_img“I think that men’s volleyball is now treated the same way as women’s volleyball and this award isn’t just for me this is for all the athletes and volleyball players,” said Espejo in Filipino Wednesday at Manila Hotel.“I’m very happy to see that men’s volleyball is being recognized and even televised on TV. I hope in the future we also get more support when it comes to international competitions, because I believe the men’s side can also be competitive and win medals. ”FEATURED STORIESSPORTSWATCH: Drones light up sky in final leg of SEA Games torch runSPORTSLillard, Anthony lead Blazers over ThunderSPORTSMalditas save PH from shutout“There are now kids who idolize us, and in return we inspire them to play harder so they can go to the schools they want to. They will be encouraged to study harder because they also want to get to the universities where we are right now.”Espejo, who is gunning for an unprecedented fifth MVP and fourth title for the Blue Eagles, added he started off as a young kid dreaming of just playing volleyball and study at a renowned institution through an athletic scholarship. Police teams find crossbows, bows in HK university PLAY LIST 01:29Police teams find crossbows, bows in HK university01:35Panelo suggests discounted SEA Games tickets for students02:49Robredo: True leaders perform well despite having ‘uninspiring’ boss02:42PH underwater hockey team aims to make waves in SEA Games01:44Philippines marks anniversary of massacre with calls for justice01:19Fire erupts in Barangay Tatalon in Quezon City AFP official booed out of forum And now that he’s living that life, he wants the younger generation of aspiring volleyball players to follow on his footsteps and, maybe, win the same Mr. Volleyball award he got.“I want to give them hope that nothing’s stopping them from achieving their dream,” said Espejo who first drew Ateneo’s attention when he was playing for NCR in the 2012 Palarong Pambansa.“They should never think that economic hardship or dilapidated equipment are hindrances to their dreams. I also experience that, but I never stopped dreaming and now that I’m here I’m going to use this platform to give back.”ADVERTISEMENT Pussycat Dolls set for reunion tour after 10-year hiatus Brace for potentially devastating typhoon approaching PH – NDRRMC View comments WATCH: Harden ends Johnson with filthy crossover MOST READ LOOK: Iya Villania meets ‘Jumanji: The Next Level’ cast in Mexicocenter_img Google honors food scientist, banana ketchup inventor and war hero Maria Orosa Families in US enclave in north Mexico hold sad Thanksgiving Read Next Don’t miss out on the latest news and information. John Lloyd Cruz a dashing guest at Vhong Navarro’s wedding Marck Espejo. Photo by Tristan Tamayo/INQUIRER.netIt’s the first time that the Philippine Sports Writers Association acknowledged a male volleyball player, and the recipient of the Mr. Volleyball plum already sees big things for the future of men’s volleyball.Ateneo’s Marck Espejo, who is a four-time MVP in the UAAP, was the PSA’s first Mr. Volleyball and he knows the award he just got would bring men’s volleyball further into the public consciousness.ADVERTISEMENT Typhoon Kammuri accelerates, gains strength en route to PH LATEST STORIESlast_img read more

Invitation to Beta Test New PR Tool – Press Release Grader

first_img Public Relations At HubSpot, we love to provide free tools to the marketing community.  This Internet Marketing Blog is free, and read by thousands of marketers like you (thanks!).  We also built Website Grader, a free SEO tool, and that has been used to evaluate well over 300,000 different websites.Now it’s time to try something else new, and we want your help.  We’re launching a new tool called Press Release Grader, which analyzes your press release and provides some ideas on how to improve it.We’d appreciate it if you went to and evaluated a couple press releases.  We appreciate all feedback and look forward to improving the tool based on your input – so let us know what you love about it and also what you hate about it!  You can either use the feedback link on the report, or just leave a comment on this blog article.Here is a video overview of Press Release Grader: Topics: Originally published May 30, 2008 10:56:00 AM, updated July 03 2013 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more

Marketing Headlines of the Week: Know Yourself, Know Your Customer

first_img Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Originally published Jul 3, 2009 11:30:00 AM, updated October 01 2019 My mom used to leave me notes and lists of chores right in my spot at the kitchen table, an easy drop for her on her way out in the morning. I couldn’t eat breakfast without moving it out of the way, making the lists hard to ignore.This should be the case with your company’s online presence — you need to be found in places where your target audience will naturally look for information. One of the keys to getting found online is to have a broad online presence, but targeted in the places that make sense for you and for your potential clients, which is a recurring lesson among this week’s top five news stories from How Broad is Your Footprint on the Web?Author: Bernie BorgesLesson: Spread and Diversify Your ContentWith millions of pages and more being created every day, it may seem impossible for your company to get found online. But according to Borges, broadening your online footprint is best accomplished by spreading and diversifying fresh content. As he says, “most marketers still think being found on the web means being found in a search engine either in an organic listing, or in a paid listing (PPC). This is a limited view of effective inbound marketing on the web.”Borges recently spoke to a prospective buyer who could not pinpoint where he had come across Borges, yet in the past week he had found his company’s website, blog and a podcast. Borges emphasizes that sellers who want to succeed in the coming decades need to have strong content across a variety of web platforms and engage with relevant communities.2. YouTube CTA Overlay Lets You Drive Users ElsewhereAuthor: Marketing VoxLesson: Use Multimedia Channels to Drive TrafficThis new feature on YouTube adds a call-to-action overlay to videos; advertisers can now redirect viewers to their site or product through links in this overlay. (Here’s an article that explains how to add the overlays.) Before, a viewer might have watched a video or commercial and then moved on to another clip, promptly forgetting any marketing messages. Now, an organization can bring the viewer to their site instantly.Non-profits such as charity:water have already benefited from this new feature. YouTube recently put a video supporting charity:water on its homepage, which resulted in $10,000 in donations for the organization in a single day.3. A Checklist to Choose Which Internet Marketing Channel is Right for Your BusinessAuthor: Rand FishkinLesson: Know Your Company & Your ResourcesIn his post, Fishkin addresses the following question: “If a client came to you with $1 million to invest in a single Internet marketing channel, which one would you choose?” Fishkin has put together a series of graphs and charts that show how a company could measure its budget, goals and available talent to determine which channel would have the highest ROI.So, before you can attempt to bring in more visitors to your site and convert more of these visitors to leads, it’s important to know your own capabilities, strengths and weaknesses. After taking these into account, you will have more insight to choose the internet marketing channel that will be the most effective for you.4. Strategic Blogging and Some Tactics to Nail ItAuthor: Chris BroganLesson: Go With What Works for YouThis post by Brogan discusses various strategies to take with blogging for business to get back that ROI. Brogan emphasizes that a strategy does not have to be set in stone, it should be malleable, aligning with your company’s current needs and goals. There are many different ways to use a blog to accomplish a goal — from how-to posts to posts that spotlight a customer or a case study. Figure out your goals first, and then choose the best strategy for you.5. 7 Tips on how B2B marketers can leverage social mediaAuthor: Brian CarrollLesson: You Have to Give to GetThe lesson here reflects a basic principle of good inbound marketing. Carroll’s tips reiterate the teaching that you cannot expect to get visitors, leads, comments, customers, retweets, or whatever it may be, unless you give valuable content by sharing blog posts, e-books, whitepapers, presentations, webinars with people who are interested in that information.Using social media is an easy way to share content, absorb others’ content, to be helpful and to receive help from others. Establishing yourself as a trusted source in your industry can be accomplished through the continued use of social networks, but only if you are willing to listen and share.Photo: SewPixie .: actually sewing :. Webinar: How to Sell Social Media to Your Boss Social media guru Chris Brogan explains how to demonstrate the value of social media marketing. Download the free webinar to learn how to get your company started with social media.last_img read more

Improve Search Rankings with Effective Link Building

first_img . Here’s an example of how you can do research to work out link strategy using HubSpot. how to go about building links – directories, networking and creating remarkable content that people will link to – you may not know what sites to target for inbound links. SEOMoz’s LinkScape First, A Quick Refresher on Inbound Links Originally published Nov 30, 2010 8:00:00 AM, updated October 20 2016 That little “spying” activity gave us a lot of insight into how the concrete business is doing and where there might be some opportunities to seek additional inbound links. Next steps would be to do a little research about each interesting source of links and determine what they want for a link.  Links that you don’t have to share. Third, What Do You Do With That Research? Or, is it a business that you may already be networking with and you can find out if there are any opportunities to share content or promotions to help each other out with relevant links.  Search engines give a page only a certain amount of credibility. This credibility or “link juice” is split up among the links coming from that page.  That means you get a lot more value from an inbound link that is a story just about your products or services than an inbound link that lists you as one of ten hyperlinked companies. Links with relevant text descriptions.  and In this example, you see the inbound links for a concrete countertop company. 67 total links with an average of a “low” link grade.  Logically, you should start with what and who you know. Make a short list of trade publications, blogs and contacts in your network who might be good candidates. Now, don’t stop there. Links from high authority sites.  Link Building Now that you know what you are looking for in an attractive inbound link, you need to figure out WHO you’d like to link to your site. That means some combination of industry relevance, high authority and the ease with which you can get in touch to share content that is link-worthy. Wow, comparatively speaking, our concrete countertop guy is doing great – he has a lot more links (60+ vs. 10). But maybe there are still some ideas for him here. Looks like the Better Business Bureau link could be of value, as could and which look like listing services. Add these to the list to investigate. integrated marketing software Let’s check out the competition to find out. Here’s another local competitor.  Next, let’s pick a more ambitious competitor. Looking at someone in the concrete business that has national exposure, we can see what Cheng Concrete Exchange is up to. Turns out there are a few tools on the market to help you even further. Tools like Search engines recognize which words are hyperlinked and give value to those words. Therefore, if someone hyperlinks to your golf school and they hyperlink the text “the program” instead of “golf academy,” you are missing out and you should politely ask the linker if they wouldn’t mind shifting the link to the more SEO-friendly text. Most of the time they are happy to help. Second, How Do You Research Inbound Links? both provide this functionality. HubSpot also provides link research tools as a part of our If you’ve read a bit about search engine optimization (SEO), then you know that attracting lots of high quality inbound links is one of the most effective ways to build authority and improve your rank online. Even if you know An inbound link is a hyperlink on someone else’s web site that includes the URL for a page on your domain. Inbound links vary in quality and usefulness based on the originating site’s own authority, how many other links originate from that page and the actual text that is hyperlinked. What you want most are: Prioritize that list and start working away at it one link at a time.  You’ll find that online authority and the resulting search results improve over time and the best benefit – the more people find you, the more they link to you, creating a virtuous cycle of link building that will be really hard for your competition to beat! Is it a member directory that you pay for?  Is it a content centric site that might let you post a guest article?  Topics: Yahoo Site Explorer Wow. They are a national outfit and it shows – they have hundreds of inbound links, many of high quality. This is a treasure trove of link opportunities to research further, looking for either personal connections or maybe sites that love to link to award-winning products, great content or customer stories. What does that really mean? Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Getting a link from the New York Times has much more value than a link from my personal blog. Just like a personal introduction from your dearest friend has more value than an introduction from a distant acquaintance.last_img read more

LinkedIn 277% More Effective for Lead Generation Than Facebook & Twitter [New Data]

first_imgSocial media can be a huge contributor to a company’s lead generation efforts in both B2B and B2C. But how efficient are the various different social channels in directly driving leads? In a recent study of over 5,000 businesses, HubSpot found that traffic from LinkedIn generated the highest visitor-to-lead conversion rate at 2.74%, almost 3 times higher (277%) than both Twitter (.69%) and Facebook (.77%).Access Now: Free Advertising Checklist + Best Practices Videos LinkedIn’s conversion rate also outranked social media as a channel overall. In other words, of all the traffic that came to these business’ websites via social media, .98% of that traffic converted into leads, compared to LinkedIn’s 2.74%.So why might LinkedIn be the most efficient social channel for lead generation, and how can you use that to your advantage?People join LinkedIn to showcase their career, work expertise, and find content and information to make their professional lives better. So businesses who target other businesses will naturally find a higher concentration of their target market on LinkedIn. Also, when someone visits LinkedIn, the person is most likely in a business-focused mindset, helping business’ content perform inherently better.So what about B2C-focused businesses? Less content is generally posted to LinkedIn than to other social networks, which is probably because people almost exclusively post marketing-related content as opposed to their children’s photos or social “chatter.” This means there is less clutter on LinkedIn, making a person capable of consuming a higher percentage of the content that’s active on LinkedIn at any given time. In other words, a business’ marketing posts are more likely to be noticed on LinkedIn than somewhere else.So what should you do when you find a specific social channel that’s a slam dunk for your business?How to Leverage Your Business’ Top-Performing Social Network1. Invest time and effort to grow that specific channel. The trick, however, will be trying to maintain a quality network as your community scales.2. Post more of the targeted content that’s working. If you notice people are specifically really enjoying blog posts, webinars, or something else — keep offering it! How can you tell what content’s working? Monitor comments, likes, shares, and clicks.3. Find more opportunities to post relevant CTAs. Can you sprinkle more lead generation opportunities throughout your social media updates? It’s quite a balancing act, but a solid mix of calls-to-action (CTAs) and other content is healthy.4. Don’t take success for granted – keep learning. It’s easy to get comfortable when something is going well. Remember, there are always opportunities to improve. Keep testing, analyzing your data, and increasing results!What type of conversion rates do you experience per network? Is the data similar to your own results? 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:center_img Originally published Jan 30, 2012 9:00:00 AM, updated October 14 2019 LinkedIn Marketinglast_img read more

Who Should ‘Own’ Social Media at Your Company?

first_img Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Topics: It’s a common debate in many businesses. Just who should be responsible for managing my company’s social media presence? Sales? Marketing? Customer Service?Do you want our perspective? How about all of the above? For most companies, social media management is a function of the marketing department, but there is a slew of social applications for your customer service and sales teams, too. Wouldn’t your sales team like to know if their assigned leads were asking questions about your products on Twitter? And aren’t customers constantly flocking to social media to complain about or seek help with products and services? In fact, according to a study from Booz & Company, 75% of marketers using social media identify customer service as a primary use of their social media platform. That being said, only 26% of respondents in the same study describe customer service as a department responsible for contributing leadership to social media strategies.Let’s be honest. The old adage, “too many cooks …” needn’t apply to social media management. Marketing, Customer Service, and Sales can all have a hand in your business’ social presence, and it doesn’t have to be a headache. You just have to know how to organize it. So let’s discuss how you can create a social media management function that everyone can take part in — and profit from.Identify Your Contributors Let’s be clear: just because you shouldn’t limit social media management to only one department, doesn’t mean you should have a million hands in your accounts. As I emphasized a few sentences ago, you have to know how to organize it, and part of this organization involves designating a few key players. So before you move on, identify who these key players are from each department. Ideally, you’d have one or a few people (depending on the size of your organization) from each department who are responsible for helping to manage your company’s social presence.You should also assign one or two point people from one department to manage your company’s overall presence. Because the marketing function of social media requires a lot of content creation/sharing and frequent updating of social accounts, you’ll probably want your marketing department to ultimately drive your company’s social presence. These social media managers will oversee the day-to-day operation of your social media accounts, as well as implement and carry out any social media marketing promotions. Essentially, these people will field and ‘outsource’ any sales or customer service/support-related queries that pop up in social media to the designated sales and customer service contributors.Choose the Right ToolsFor social media collaboration to work smoothly, you’ll also need to implement the right tools. Otherwise, the “too many cooks …” adage will start to apply. Luckily, there are plenty of tools available that enable you to manage social media collaboration among multiple contributors. When you’re evaluating social media management tools, you’ll want to look for tools that give you the ability to do the following:Schedule updates for the futureSet up filters to monitor your business and keywordsMonitor multiple social networksSupport multiple collaborators Assign specific social media updates to your collaborators for follow-upBONUS: hooks up to your marketing software for closed-loop social integrationHootSuite, for example, is a third-party social media management tool that enables you to do all of the above. It even now integrates with HubSpot’s marketing software to give customers the ability to monitor their leads’ activities in social media, and better use social media for lead nurturing — a huge win for Marketing and Sales.Now let’s dive into each of your social media contributors and the roles they should play in social media management.Marketing’s InvolvementAs we mentioned, your marketing department is likely to have the most proactive social media involvement, as marketing’s main use-cases for social media are promoting marketing content and offers, and engaging fans and followers. Be sure your marketing point person is sufficiently balancing updates about offers, educational content, and content that engages (e.g. questions, visual content, etc.).It’s also Marketing’s job to work with other teams’ contributors to be sure everyone has the opportunity to share the messages and updates that are important to those teams. For example, the customer team might want to share news of an upcoming webinar specifically meant for customers or announce the launch of a new customer-only email newsletter that customers can opt into receiving. To make this more efficient, have your point people create a sort of social media editorial calendar for the social networks you’re participating in. Fill it with the marketing content and offers you plan to promote, leave some open spots for other team’s messages, and give them access to the calendar so they can add their desired updates. To make this seamless, set a deadline each week for when submissions need to be made, and then schedule the content on a week by week basis.  And as the point person/people for your company’s social media engagement, your social media manager(s) will also be responsible for monitoring mentions of your company, products/services, and industry terms. Make sure your point person routes questions to the appropriate social media collaborators in Customer Service and Sales as they arise. If you’re using HubSpot’s HootSuite integration, for example, and the point person notices that a lead in the HubSpot Contacts stream is asking a question about your product pricing, you might assign that update to your sales team collaborator who can either follow up directly or loop in that lead’s assigned rep.Customer Service’s InvolvementAccording to eMarketer, 46% of customers want to solve a problem when they’re engaging with a brand on social media, and 39% are looking to give feedback about a product or service. No wonder it makes total sense for customer service to have significant involvement in your business’ social media presence. That being said, using social media for customer service communication doesn’t go without its challenges. In fact, we’ve highlighted 7 of these such challenges and how businesses are tackling them in this past blog post. And while there are certainly challenges, that shouldn’t deter your customer service team from getting involved. After all, who is better trained and capable of handling a disgruntled customer or answering a nitty gritty product question — your marketing team, or a customer service rep? Do we even need to answer?Any customer service reps who are collaborating with your social presence should be at the ready to answer questions or respond to customers that your marketing point people can’t appropriately handle on their own. Whether your customer service team is using the same social media accounts, replying via a dedicated “Help” account, or contacting the customer through another method such as email (all are acceptable options, depending on your business), the customer service social collaborator should be following up in a timely manner and providing the most helpful assistance manageable. Furthermore, these contributors should be collaborating with the point person to communicate important customer-related updates that pop up unexpectedly, such as software outages or maintenance.Sales’ InvolvementLet’s not forget about Sales, folks. Your sales team is chatting it up with potential customers all the time, and knowing how to use social media to help them be more effective in the sales process can be a very valuable sales tool. And besides just responding to social media assignments from your marketing point people, your sales team should proactively be using social media to prospect as well as prepare for sales calls, follow ups, and nurture their assigned leads.If social media participation is new to your sales team, train them! Teach them how to locate their leads in social media to conduct some research in preparation for sales calls. Some marketing software, like HubSpot, may even show your sales team their lead’s social media account information, if available. Does the lead have accounts on Twitter, Facebook, LinkedIn, or another social network or community popular for your industry? Once the sales rep has identified them, have them scan the lead’s information and updates on these social media sites. Encourage them to learn about the lead’s interests and pain points and strategize about how they can leverage these insights on their sales calls. After they’ve been in touch, Sales can even use social media as another way to keep in touch with and nurture their prospects by sending leads links to helpful content and looking for opportunities to answer their questions so they stay top of mind.What other social media collaboration tips would you share? Should other departments be involved in social media management? If so, who? Originally published Jun 19, 2012 9:00:00 AM, updated February 01 2017 Social Media Marketerslast_img read more

Have an Outdated Press Page on Your Website? Here’s How to Fix It

first_imgThe original purpose of a press page made sense — it housed general company information and timely news in a central location for consumers, clients, potential clients, the media, and other interested parties. The press page was created to answer such questions as:Who are new clients you’re working with or what projects did you just finish?How are you contributing to the community through philanthropic activities?Who was recently hired at the company?This made sense during a time when people were learning and consuming information in a linear fashion. Now enter the digital age of social media, blogs and mobile devices that create unique digital interactive experiences.The traditional press page starts to collect dusty pixels. Why? There are so many other engaging online channels that support the dissemination of information. The type of information being shared hasn’t changed — the way people seek out and consume content has changed. What People Are Doing Differently1) Passively Finding Information on Social MediaThink about how most people interact online today — especially on their mobile devices. It’s more common for someone to open a social media app and read through news than to open a website and seek out that information. Ask yourself: Why would someone spend their screen time searching one organization’s news or press page when they’ll get a broader view of today’s events in social media?A modern approach to disseminating information is to share newsworthy material to your audience via social channels. For example, LinkedIn is a business based tool, so sharing who was recently hired at the company on this channel is likely to net you more views and be seen by those who are most interested in knowing.2) Actively Searching OnlineMany people start their web experience with a search engine. Depending on the nature of their search and the refined keywords they use, they may end up on a news detail page of your website, thus bypassing the press page altogether. If you’ve optimized all of the content on your website, including an often updated press area, it’s more likely a person will land on a detail page and not your homepage.Someone may discover your business because they were searching for information on a recent philanthropic event or philanthropic-related topic for which you have a high-ranking, optimized news article or photo album.3) Expecting Easy Web ExperiencesWe’ve reached a critical mass of people expecting simple, clean experiences on the web. Website navigations have been streamlined and basic information is in an easy-to-find location on the site. It’s not reasonable to expect that a site visitor will dig deep into your press page. If your website visitors expect to easily find clients you work with or projects you’ve completed, have a section dedicated to “Our Work” or “Portfolio.” How to Build a Modern Press PageYes, you can still have a press page on your website and it can still bring value to you. The secret to its success is in how you disseminate the information. Here are a few tips on how to build a press page:1) Cross-promote relevant content on your website.If you’ve reached an important milestone with a client, write a brief article about this experience and tag it to appear in the “Our Work” or “Portfolio” section of your site. People are seeking out relevant information, so having cross-promoted content on your site is important.Also, if the reader found that article relevant and is interested in additional information, they may navigate to your press area. Having a well-organized page will allow the reader to find other pertinent content.2) Give the reader the ability to share.When people read content they think others will find valuable, they share it on their social channels. Let your advocates disseminate your news by adding sharing buttons to the content in press area.Again, if someone in their network finds the information useful, they may also navigate back to your site and seek out additional content in your press area.3) Push out the content to other distribution channels.Use social media to share important news, recent events, and other interesting tidbits. Provide a link that drives the reader back to the detail page on your website.If you haven’t already guessed, just like the first two tactics, if the reader finds the content interesting, they will find more helpful information in the press area.The press page is still a hub of information, but it’s not likely the primary source people will use to find out more about your organization. Modernize your press page to serve your key target audiences and those interested in learning more and willing to seek out the detailed information.Want to learn more on how to optimize your press page? Download our quick tip sheet here. Topics: Content Creation Originally published Mar 9, 2015 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 SlackSlacklast_img read more

5 Online Marketing Tips Every Financial Advisor Should Know

first_imgAccording to a study by Hearts and Wallets, there is a significant gap in trust between consumers and financial institutions. In fact, only one in five investors reported that they actually trust their financial advisor. While it’s easy for personality and passion to get lost in financial jargon and disclaimers, it’s clear that advisors need to refocus their approach if they want to attract and keep clients.In an effort to communicate their trustworthiness, a few brave advisors are carving out a new path that embraces uniqueness and authenticity while remaining compliant.Learn how to run more impactful, measurable marketing campaigns.With the help of online platforms like LinkedIn, Twitter, Facebook, and blogging, these advisors are creating opportunities to build more meaningful relationships with current and potential finance clients. To learn more about this approach, check out these five tips and tricks for using online communication to prove that you’re a financial advisor people actually want to do business with. 5 Tips to Help Financial Advisors Stand Out Online1) Drop the financial speak.Often times, the standard financial terminology found on advisor websites and brochures is more likely to alienate potential clients than attract them. So while you may think that “financial speak” will help you come across as knowledgeable, it’s important to note that it actually puts you at risk of sounding stiff and unapproachable.The simple truth is that consumers don’t want to feel stupid. When it comes time to discuss their retirement and wealth management, they want to do it in layman’s terms to avoid confusion or potential missteps. With that said, you should focus on bringing warmth to the conversation through more personal engagements. This will help you to make an emotional connection, build trust, and differentiate yourself from everyone else.“Think about this truth: Our customers don’t care about our products or services; they care about themselves. If we buy into this, then we must also accept that the majority of the information we produce for marketing purposes cannot be about ourselves,” explains Joe Pulizzi, founder of Content Marketing Institute.”Our content must be based on fulfilling our customers’ needs and interests, so that they come to build a trusted and emotional connection with our brands.”Takeaway: In your outreach to clients, both current and potential, tell them something about you — your passions, purpose, and what makes you unique. When you show that you’re willing to open up a bit, it will be much easier for them to trust you.2) Make a great first impression online.Like it or not, these days your first impression is happening online. In fact, five million affluent investors use social media to research financial decisions, according to a study done by Market Strategies International. This means that your presence on social media — LinkedIn, Twitter, Facebook — is now being evaluated by your potential clients. And if they’re turning to your social accounts before responding to your email or answering your call, a bland presence could hurt your odds of hearing back from them.With 70% of investors having reallocated investments or changed relationships with investment providers based on content found through social media, this isn’t something that advisors should be taking lightly. Takeaway: Investing in your personal presence online is a great investment in your business. 3) Don’t sacrifice personality to stay compliant.When developing your personal presence online, it’s important not to let compliance fears depersonalize your language. While you want to be sure that you’re not raising any red flags, the following tips are designed to help you avoid complications while communicating with personality. Avoid Making Recommendations on Facebook, Twitter, and LinkedIn.One of the most overlooked social media risks that financial advisors need to watch out for is “endorsing” content. This includes liking on Facebook or LinkedIn and favoriting or retweeting on Twitter.FINRA’s Regulatory Notice 10-06 states that these actions could constitute an endorsement, which means that the advisor adopts whatever is being said as his or her own. To avoid any confusion, some advisors have included disclaimer information on their personal social media accounts that clearly state that content shared or actions taken on their account do not necessarily reflect the views of their employer.Archive Everything.If you intend to communicate through social media sites, you must first ensure that you can retain records of those communications, as required by FINRA Rule 3110. Similar to how you retain emails, you must archive all social media activities and avoid deleting any interactions. While there are currently no official regulations for how long the records need to be kept, many firms archive their content for a minimum of three years.If you’re looking for an archiving software, HearsaySocial, Socialware, PageFreezer, or Smarsh are all great places to start. However, you’ll want to spend some time to find the one that works best for your needs and budget. (When you partner with Creelio to create custom content in your voice for your blog and social media posts, we also archive every piece of content that we develop and post for you.)Include Proper Disclaimers When Promoting.It remains a fundamental requirement that all of your communications are fair, clear, and not misleading.All promotions for financial investments must be identified as such (this is commonly done with an “#ad” designation). Also, be sure to include the related disclaimers and risk warnings when appropriate. You want to treat any promotion on social media the same as you would a traditional print promotion.Takeaway: Use your common sense — if you wouldn’t say it to a client, you probably shouldn’t publish it online. It’s better to be safe than sorry. Besides, your potential clients may not want to read about your promotion anyway.4) Be authentically you.Now that fear of compliance is out of your way, you can get started on the fun part: learning how to convey your unique personality online. To help you get a handle on how to position yourself in an online setting, make note of the following advice. Share Your Story.According to a study by GroSocial, 82% of consumers trust a brand more when their executives are active on social media.Social media provides you with the opportunity to connect with your community of current and potential clients on a more personal level. By helping them see that you are real person with real interests, motivations, and passions, you start building real trust.If you’re looking for a social media role model, Manisha Thakor really gets it. Her passion for educating women to become financially literate is evident in her blogging, speaking engagements, and consulting work. Not to mention, her personality shines through in her 10 Things to Know about ‘Personal Manisha’ sidebar.Be Yourself.Most people in the financial industry are worried about saying something that alienates potential clients. But here’s the thing: When you attempt to appeal to everyone, you wind up appealing to no one.The best thing you can do on social media is just be yourself. Being authentic means being a little bit vulnerable and telling the story of who you are and what you value. This kind of storytelling creates an invaluable dialogue with your community.Josh Brown is an excellent example of someone who is unabashedly himself online. His Twitter feed ranges from updates about his kids to harsh indictments of fraud. He is enthusiastic, excited, and passionate about his work, and that’s all people need to know to follow him. (With more than 100,000 followers, he’s clearly doing something right.)Engage With Your Followers.Social media was built for, well, being social. Finding, connecting, relating, and providing value to people should be your goal — not just advertising yourself.Just as you might take the time to have coffee or lunch with a prospective client, take time to engage and talk with your social media followers. In time, they’ll become some of your most avid clients and brand ambassadors.Jude Boudreaux is another one who understands that social media is not just about you. His rule of thumb comes from Chris Brogan’s book, Trust Agents, which states that for every one thing you share about you, you should have 19 other interactions — whether that’s responding to somebody else’s tweet, sharing news unrelated to your business, educating with must-read articles, etc.Takeaway: The only person who gets to be you is YOU. Don’t be afraid to show your followers who you really are, as this will help you build more authentic and long-lasting relationships.5) Just get started.If you’re worried about getting started with social media and blogging, rest assure that the first step is the hardest. Once you put yourself out there, you’ll find that it’s easy to gauge the performance of your posts and uncover feedback regarding whether or not your message is resonating. From here, you can adjust your strategy accordingly until you feel comfortable with your interactions.Since you’re likely already using LinkedIn to connect with your professional network, it serves as a great starting point. The professional platform allows you to tell people who you are and share content in both short and long-form posts. The ability to write longer posts (500-750 words) is especially helpful for those who have not yet started a blog or a website. Not to mention, you already have a built in network to share your thoughts with.Once you master LinkedIn, we at Creelio recommend that you tackle Twitter next. It’s a great networking tool, and you can tag other Twitter handles and utilize hashtags (e.g., #FinancialServices, #WealthManagement) to lead more eyes to your content. In an effort to get the content you share noticed, be sure to focus on making connections and promoting other people’s content as well as your own.Takeaway: Baby steps are fine when you are getting started with online communication. Take your first step, get some feedback, and then take your second step. Follow this advice and you’ll have the hang of it in no time.The Bottom LineTaking the first step towards an engaging online presence can be difficult, but the benefits far outweigh the risks.Adding content that reflects who you are to your social profiles and your website will allow you to express yourself in a way that sets you apart from the crowd.Remember: Don’t be afraid to put your authentic self out there and let the world know that you’re smart, personable, and ready to help. If you do this, we think you’ll be surprised at the following you develop and how these online mediums can help you create invaluable relationships.If you’re a marketer in the finance industry, you’ll love HubSpot’s Little Book of Inbound for Finance Marketers. Download it here for more tips and tricks tailored specifically to the finance industry.  Marketing Advice Originally published Jun 17, 2015 12:00:00 PM, updated June 25 2019 Topics: Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more

How to Write Better Headlines [Infographic]

first_img 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+Savecenter_img Originally published Aug 9, 2016 7:00:00 AM, updated August 03 2017 Topics:last_img read more