The Philippines intruded into relevant maritime areas ofThe Philippines intruded into relevant maritime areas of Chinas Nansha Qundao to carry out illegal oil and gas exploratory drilling and bidding and has repeatedly harassed and attacked Chinese fishermen and fishing boats conducting routine fishing operations, according to the white paper.In January 2013, then Philippine government unilaterally initiated the South China Sea arbitration.By doing so, the Philippines has violated its standing agreement with China to settle the relevant disputes through bilateral negotiation, has violated Chinas right to choose means of dispute settlement of its own will as a State Party to the UNCLOS, and has abused the UNCLOS dispute settlement procedures, it said.”The Philippines has distorted facts, misinterpreted laws and concocted a pack of lies, in an attempt to deny Chinas territorial sovereignty and maritime rights and interests in the South China Sea,” it said.The tribunal established at the Philippines unilateral request has no jurisdiction over relevant submissions, and awards rendered by it are null and void and have no binding force, the white paper said.China reaffirmed that its territorial sovereignty and maritime rights and interests in the South China Sea “shall under no circumstances be affected by those awards.” China does not accept or recognise those awards, it said.The white paper said that China opposes and will never accept any claim or action based on those awards. PTI KJV AV AMS ABH
Onyok Velasco see bright future for PH boxing in Olympics PLAY LIST 00:45Onyok Velasco see bright future for PH boxing in Olympics05:25PH boxing team determined to deliver gold medals for PH03:07PH billiards team upbeat about gold medal chances in SEA Games00:50Trending Articles03:04Filipino athletes share their expectations for 2019 SEA Games02:25PH women’s volleyball team motivated to deliver in front of hometown crowd01:27Filipino athletes get grand send-off ahead of SEA Games00:36Manny Pacquiao part of 2019 SEA Games opening ceremony00:59Sports venues to be ready in time for SEA Games Athletes from contact sports are expected to bring in majority of the haul with arnis projecting at least 15 golds out of 20 events while fighters from judo, kickboxing, jiu-jitsu, sambo, wrestling are confident they can contribute at least five victories each.A reliable source told the Inquirer that these fearless forecasts came out during the coordination meeting of the NSAs with Team Philippines chef de mission and Philippine Sports Commission Chairman Butch Ramirez.FEATURED STORIESSPORTSGreatest ever?SPORTSFormer PBA import Anthony Grundy passes away at 40SPORTSSan Miguel suspends Santos, Nabong, Tubid indefinitely after ‘tussle’ in practiceThe national boxers, a perennial multiple-gold performer, and wushu fighters have not declared their medal prospects as well as the taekwondo jins and dragonboat paddlers, but are certain to deliver based on their track records in previous SEAG editions, especially on local turf.There were apprehensions whether the NSAs can really pull it off, but sports leaders have high hopes that a repeat act of 2005, the last time Team Philippines hosted the 11-nation biennial tourney and won its first-ever overall title, is completely doable. Ethel Booba on SEA Games cauldron: ‘Sulit kung corrupt ang panggatong’ MOST READ MANILA, Philippines—Leaders of national sports associations individually made a bold gold-medal prediction on Friday that collectively resulted in an astounding figure never achieved by Team Philippines in the Southeast Asian Games.According to 45 out of the 56 NSAs which will see action in the Nov. 30-Dec.11 meet here in the country, at least 220 gold medals can be won by Filipino athletes, enough to secure the overall title in the biggest edition of the Games.ADVERTISEMENT Dancesports have projected at least 10 gold medals, athletics and gymnastics are convinced they can capture a minimum of nine golds each and skateboarding, which features Asian champion Margielyn Didal, are targeting to sweep the eight-event competition.The sportsfest to be held in scattered venues across Metro Manila and Southern Luzon, Subic and New Clark City in Capas, Tarlac, will see 1,115 Filipino athletes from 56 sports participating in 530 events plus 753 coaches and officials.Also anticipated to produce the needed golds are archery, billiards, bowling, chess, cycling, fencing, golf, ice skating, karatedo, muay, pencak silat, sailing, sepak takraw, shooting, tennis, triathlon, weightlifting and windsurfing.Team sports will likewise contribute to the golden collection with baseball, basketball, ice hockey, rugby, softball and polo foreseen to emerge triumphant.ADVERTISEMENT Duterte officials’ paranoia is ‘singularly myopic’ Rice industry paralysis Drilon apologizes to BCDA’s Dizon over false claim on designer of P50-M ‘kaldero’ Priority legislation in the 18th Congress What’s behind the display of Chinese flag in Boracay? New import for SMB LATEST STORIES Sports Related Videospowered by AdSparcRead Next Duterte calls himself, Go, Cayetano ‘the brightest stars’ in PH politics Don’t miss out on the latest news and information. Matteo Guidicelli had saved up for Sarah G’s ring since 2014? View comments
Episode #61 – October 9, 2009 (Episode Length: 28 minutes, 58 seconds) http://itunes.hubspot.tv/ Headlines Marketing Takeaway , @ mvolpe Marketing Takeaway Doing It Right with www.HubSpot.tv FTC Confirms Bloggers Need Not Fear the $11,000 Fines Registration Link: – Your offline events can stimulate online conversation. gameplanhayden If PR Dead? The Debate Continues… — Details: and @ Download HubSpot’s Inbound Marketing University online training program Thepremise is simple: visitors “light” a candle and leave a message. 8599as of Thursday at 4PM – less than 48 hours after it went live Yahoo finally joins Google and stops using meta keywords for search Time 3:00-5:30pm Forum Fodder Location: Brogan Room at HubSpot HQ http://hubspotbook.eventbrite.com/ HuSpot TV Guest: Tim Hayden! Brian Halligan’s article: Is PR dead? Think about using in person events to enhance the online communications you are using for inbound marketing. in Austin, TX Announcement! First 50 people get a free book! FTC Regulates Endorsements and Reviews We Are Better Than This Closing Make great content, get more links, don’t sweat meta keywords. Date: October 16 Justin Goodman @electricmice: How to interact on Twitter: @ Originally published Oct 11, 2009 7:49:00 PM, updated July 04 2013 : Set your employees free! Encourage them to be content creators. Death to Meta Keywords! Doors open at 3:00pm. The show goes live at 4:00pm. Come meet Brian andDharmesh at the end of the show during the book signing. – Make sure your PR firm is doing more than SPAMing reporters with press releases. Yahoo Search No Longer Uses Meta Keywords Tag Technology, in which 54% of thesample of 1,400 CIOs of companies with 100 or more employees blockemployees from accessing any social media at work” Intro Inbound Marketing Book Launch Party at HubSpot TV : Be upfront and honest, and encourage your fans to do the same. “astudy released yesterday by Robert Half Perks: CEO of Marketing Takeaway: Subscribe in iTunes: Why the 54% of companies blocking access to social media should knock it off http://www.ftc.gov/os/2009/10/091005endorsementguidesfnnotice.pdf IMU includes The Role of PR Firms in Social Media and Inbound Marketing in your tweet. Free Inbound Marketing University Online Training Program 54% of companies BLOCK social media If I have hundreds of landing pages, how should you incorporate them into your navigation? 11 free webinar classes and notesheets GamePlan Marketing Takeaway 2 Marketing Takewaway karenrubin “So,is pr dead? Well, the bad news is that as the game has beentraditionally played, it is probably dead or near dead. The good newsis that there is a major opportunity for new entrants and forwardthinking existing agencies to re-invent the industry and provide awhole new set of valuable businesses for their customers.” . The program drills into each component of inbound marketing and prepares you for the Inbound Marketing certification exam. Marketing Tip of the Week: FTC Cracks Down on Blogger Payola, Celebrity Tweets 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 Dec 13, 2011 5:30:00 PM, updated August 25 2017 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 Twitter Marketing Whether you’ve been using Twitter for a while or you’re just dipping your toe into those whale infested waters, there are several common Twitter mistakes that tons of people are making. These mistakes are easy to fix, but if you keep doing them, it will keep you from getting the most out of this platform as part of your inbound marketing strategy. And you don’t want that, right? Here are five common Twitter mistakes, and how to fix them.Click here to access a free Twitter for Businesses kit.1. Sending Sketchy Auto-DMsSeriously, people are still doing this! No matter how amazing the message is in your auto-direct message, if it is an auto-DM, especially if it comes right after someone follows you, it’s a huge faux pas. Don’t waste your time setting these impersonal messages up. Not for you, not for your client, not for your brand. It’s not a good look.How to fix it: Go to your account on Twitter.com, click Settings and then Connections. This will show you all the apps to which you are connected. Find out which app through which you are set up to auto-DM, and cancel it.2. Protecting Your TweetsFacebook, Google+, and LinkedIn have privacy settings that allow you to choose which information to share with certain groups of people. On Twitter, you gotta put it all out there. Well, if you want inbound marketing effectiveness you do. Twitter is different than these other social networking experiences that are based on networking with existing connections–people you know from high school, college, work, and the gym. Twitter is based on networking with people you don’t know. Talk to strangers. Put yourself out there. Make the most of Twitter by making new connections with an open account.How to fix it: Go to your account on Twitter.com, click Settings and go to Account. Unclick where is says Protect My Tweets.3. An Unbalanced Follower:Following RatioSome people may not admit it, but most people care about their follower number. And there’s no shame in that! The more followers you have, the more opportunities you have to share your content and increase your web presence. But if you are looking at someone’s profile for the first time and you see an unbalanced follower:following ratio, two thoughts might go through your mind:If someone is following tons of people with very few follow-backs: “How come no one is following this person back? This person must not be very interesting, or this person is just looking for followers. I won’t follow back either.”If someone isn’t following back anyone: “Ugh, this person is a Twitter snob! Not interested.”How to fix it: If you haven’t followed a lot of people out of concern for a cluttered stream, consider bucketing people into Lists to clean it up. If you are following too many people compared to the number of followers you have, audit your following list and unfollow those who aren’t providing interesting tweets. Going forward, always scan users’ tweets to see if they would be a good addition to your following list before clicking ‘follow.’4. WTF Are You Talking About?Some people treat Twitter like Facebook or an away message. Tweeting things like “At Foggy Goggles for Brit’s 21st! So excited!” or vague ramblings like “I can’t even believe what’s going on right now…” are not helpful. Your followers will get more value out of your tweets if your tweets are clear. The nice thing about Twitter is that you have the opportunity to be interactive with the thoughts you are sharing; this opportunity is lost with these exclusive tweets.How to fix it: All of these tweets are salvageable. If you want to tweet about Brit’s birthday, use a location app to check in to the Foggy Goggle, and use Brit’s and Foggy Goggle’s Twitter handles in the tweet. This tweet is now a communication with the bar, the bar’s patrons, and Brit’s circle of friends.Instead of “I can’t even believe what’s going on right now…” share a picture or a link to an article and be specific about what is actually going on. Tweeting “I can’t believe what’s going on in Walmart’s parking lot for Black Friday” with an accompanying picture gives your tweet context and a reason to click through to the content you’ve shared.5. @ Versus .@Only people that also follow whoever you are @replying can see that @reply. Sometimes, people will start a tweet with @ when it’s not intended to be an @reply, though. For example, if you tweeted ”@CNN’s coverage of unicorns is great!” only your followers that follow @CNN will see that tweet in their timeline.How to fix it: If you want everyone to see your tweet, use the .@ trick. Stick a period in front of the @ sign, and it’ll send the tweet into the main Twitter stream for all to enjoy.What major Twitter mistakes have you come across? Have you made any of the Twitter mistakes above?Image credit: n74jrw
If you’ve ever been on the receiving end of an email newsletter, you’ve likely been more bored than that shamelessly cute baby to the right. I get it — when you’re not sure what to write, but you feel like an email has to go out, why not send an update about products, services, and what’s going on at your company?Unfortunately, the result is often a whole lot of generic, irrelevant content sent to a poorly segmented list — and that results in low open/click-through rates and lots of unsubscribes. That means best case scenario, your reputation is dinged in your subscribers’ eyes; worst case scenario, your reputation is dinged by Return Path and future email deliverability is negatively impacted.But there are awesome email newsletters out there. So what separates the triumphs from the tragedies? And how do you ensure your email newsletter is successful? This blog post will break down why email newsletters fail, and how you can ensure your recipients love every newsletter you send! Why Email Newsletters Often Fail, and How to Make Yours Succeed First, let’s define what an email newsletter is, and what it isn’t. An email newsletter is an email from a business that communicates announcements about products, services, industry, or general company information. It includes a mix of content, like event reminders, surveys, educational information about your product, service, or industry, and promotions and other offers.An email newsletter is not a dedicated promotional email that contains information about just one offer; a digest that simply summarizes a roundup of content you’ve published; a lead nurturing email (though a side effect certainly may be a better nurtured lead); or a transactional email that provides order information or prompts a shopper to complete a purchase. These other types of emails are important parts of your email marketing strategy, and you can learn more about them in this blog post .Now that we’re all on the same page, let’s examine why email newsletters often fail, and what you can do to prevent said failure. Poorly Segmented List As with any email marketing, the content in your email newsletter should be relevant to your audience. And that doesn’t happen without list segmentation. The problem is, often email newsletters are sent as the catch-all content — it’s so generic, it can apply to everybody on your email list!Or no one at all … because as we’ll discuss in more detail in the next section of this post, generic content doesn’t get you far. Your email newsletter should only go out to those recipients who are interested in the subject matter of the newsletter. I can tell you right now that there are people on HubSpot’s own email list that don’t give a whit (not a typo) about marketing automation, but are extremely interested in how to get leads from social media; and vice versa. If my newsletter focuses on the latest social media developments — is it wise to send that newsletter to subscribers who wanted to hear about marketing automation software? I think not.There are two ways to remedy this. The first is to marry the interests of both list segments and write a newsletter about, say, social media marketing automation . The more list segments you have, however, the more difficult it will become to create newsletter content that applies to everyone. If you’re facing this problem, the better solution is to tailor content to each list segment. This means either segmenting lists yourself and creating newsletter content that is relevant to that list segment, or letting recipients opt in to newsletters about a specific subject matter.Finally, whenever you create a call-to-action on your website for a visitor to sign up for your email newsletter, be as clear as possible about the content of that newsletter. Setting these expectations up front will help you capture those who truly want the content your newsletter will cover, and filter out those who will ultimately be disappointed with the content of your email.When properly segmented, email newsletters have one of the highest click-through rates (CTRs) of all email types — far exceeding promotional or transactional messages. This is the first step you should take on your way to creating a successful email newsletter. Information Overload Email newsletters often suffer from a few types of information overload: either the breadth of information covered is too wide, the quantity of information is too overwhelming for any reader to actually consume, and/or the information is just plain not interesting. Let’s break down how to avoid each of these problems.We’ll begin with the issue of covering too wide a breadth of information, which we touched on in the first section of this post. If you send an email about too many subjects, it’s too unfocused to be relevant to anyone. Let’s play a game of “one of these things is not like the other” to demonstrate the concept further. You run email marketing for a clown college, and for your next email newsletter, you want to touch on the following topics:Clown financial aid application deadlineClown work study programsClown intramural sports leaguesStudent loan options for clownsWhat would you leave out? The information about sports leagues, right? It’s not that some of your prospective and current clown students aren’t interested in sports clubs at the school, it’s just that not all of them will be — and doesn’t it make sense to talk about what that entire list segment does care about (paying for school) and save the sports talk for another list segment that does care about extracurriculars?Just as you should provide your readers a focused subject matter in your emails, you should help them maintain that focus by limiting the amount of text in the email. Often email newsletters try to write an entire article about their subject matter — but is an email really the place to detail what options clowns have for student loans? If it requires more than a couple sentences of explanation, a web page is the more appropriate venue. Write a brief description of the content in your email newsletter, then include a link to read more on your website so your reader isn’t overwhelmed with text in the email. Not only is this easier to consume, but it also drives visitors to your website, provides opportunities for reconversion, and gets you more indexable pages filled with great content to improve your SEO !Finally, newsletters often suffer from talking about information that no one cares about, which usually takes the form of self-promotional content. It’s not that you shouldn’t talk about your product, service, or company — that’s part of the definition of an email newsletter. But there’s a way to present that information that demonstrates value for the reader, instead of appearing like a relatively meaningless press release or announcement. Ask yourself the “so what?” of any announcement you’re making. For example, why does it matter to the reader that you’re launching a new product? Will it make them better at their jobs? If so, how? Announce the feature, and then explain the end benefit of that feature for your reader. If you can’t think of an end benefit, nix the content from your newsletter. Competing Calls-to-Action In most email marketing, with every new call-to-action you include, the effectiveness of each is diluted more and more. So in an email newsletter with so many different pieces of content contained therein — surveys, deadlines, offers, product launches, etc. — it’s easy to break one of the cardinal rules of email marketing: including only one call-to-action!So how do you get past this? The first step is acceptance — there will be more than one call-to-action in your email newsletter. But that doesn’t mean they have to compete with one another. Take a step back, and ask yourself what you want your recipients to do when they read your newsletter. What’s the point?Let’s revisit our clown financial aid example. Perhaps the email marketing manager decided the point of the newsletter is to show prospective students the options they have at their disposal to pay for school — financial aid, work study, and student loans. These may all point to different pages on the website when the reader clicks through on the story, but the call-to-action on each of those pages could point to one all-inclusive guide about paying for clown college. The end goal is the same: getting clowns to pay for school. Each of those pieces of content, the pages a reader lands on when they click through, and the calls-to-action available to them on those pages all contribute to that goal.You can also use design to emphasize one particular story over others. For example, if the financial aid deadline is the most important part of the newsletter, it should act as a feature story and take up more room in the newsletter than the rest of the stories. In fact, let’s look at how else design can make or break your email newsletter. Inconsistent Design and Layout Because email newsletters are a compilation of stories, many businesses change the appearance of the emails from send to send to accommodate the ever-changing content. It makes sense — images could be different sizes from week to week, there might be an uneven balance of content, or you can’t decide which content should be prioritized. But instead of making the difficult choices, marketers often just adapt their newsletter design to accommodate that send’s specific needs.Don’t do it! Not only does it take lots of time to edit your email template, but it confuses your regular readers. Use a standard format for every single newsletter so it is recognizable to your subscribers. That means the same layout, the same image alignment, and the same placement of links and calls-to-action so your reader can scan and find the information they want. For example, I get a weekly email from Urban Daddy called “The Weekender” that summarizes events going on around Boston that I might be interested in. Take a look.Notice how the format for each story follows the same structure, as does the overall email. First, I know I can scan the email for big, bold days; so if I want an activity for Saturday, I can scroll down to that day. And if I find one heading or picture that interests me, I know I can read a short blurb of copy, and find more information via the link in the story’s footer — along with date, time, location, and contact information. Following this consistency for every email means when I see it in my inbox, I know it won’t require a lot of my time to scan and consume the information I want. Vague Subject Lines This is an easy fix, but such a common email newsletter faux pas. Often, the subject of an email newsletter is something along the lines of Weekly [Company X] Newsletter or Monthly [Product Y] Update . What does this mean? What will the reader learn? The interesting part of the email isn’t the frequency at which the recipient receives it — it’s the juicy information you’re divulging!Let’s continue to work off the Urban Daddy example above. The subject line of that email is: UD | Waffles, $1 Oysters, and… Iceland They don’t mention that this is the weekly digest I receive — I already know that’s what Urban Daddy sends me! Instead, they mention some of the best offers around Boston this weekend that prompt me to open the email. Just as you must demonstrate the “so what” within the email copy, so must you explain the value of the email with a descriptive and enticing subject line .Email newsletters have the opportunity to be chock full of interesting content, and as such are a very useful inbound marketing tool. So it’s a shame when marketers put significant time and effort into compiling and sharing their best announcements, offers, and content in an email newsletter, only to have it fall on deaf ears. Use these tips to ensure your next email newsletter is a smashing success and leads to an ever-increasing, dedicated list of subscribers that look forward to reading your email content. What components of email newsletters do you find valuable? Share your recommendations in the comments! Image Credit: Big yawn Topics: Originally published Mar 29, 2012 9:00:00 AM, updated February 01 2017 Email Newsletters Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
Hey, remember that groundbreaking, cool feature Facebook announced back in January? It was called Graph Search. It supposedly was going to change the way people used the platform … but it wasn’t really available to be used quite yet. Then in July, Facebook announced it was going to roll out to all U.S. users — again, it was exciting, but Graph Search didn’t have great data points that I as a marketer would love to use. All in all, pretty meh-worthy announcements. … That is, until today. Facebook will start including status updates, photos, check-ins, and comments in your graph search. Yep, you heard me right — pretty soon, you’ll have access to data that will actually be useful to your life as a marketer. Previously, you only had access to pages, apps, and groups that included search terms. Now, you can search for terms in posts, updates, check-ins, and comments from your friends and people who post publicly. Here’s what the different will look like:What Graph Search Currently Looks Like Featuring Dancing With the StarsWhat Graph Search Will Look Like Featuring Dancing With the StarsIsn’t the second much more useful?This new feature opens up a slew of opportunities for marketers, such as:Monitoring Facebook posts about events they’re running. Researching product usage. Identifying content opportunities based on the interest of their most enthusiastic Facebook Fans.Tracking brand mentions by influencers.And lots and lots of other things!We’re kinda bummed because this new feature won’t be available to everyone with Graph Search. First, it’ll be tested in a small group of people, and then roll out to everyone after that. But, once it’s rolled out, marketers have a huge opportunity to make their content even more relevant to their audience with this data — which is something we all can get pumped about.Once you have this Graph Search feature, how will you use it in your marketing? Share your ideas with us in the comments.Image credit: Ksayer1 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 30, 2013 5:39:00 PM, updated February 01 2017 Topics: SEO and Social Media
This post originally appeared on Up & to the Right, a new section of Inbound Hub. To read more from UATTR, subscribe here.You run marketing. What’s the most important part of your job? Qualified lead flow? Cost per lead? Cost per sale? Return on marketing investment? Likes? Bzzzzt. Game’s over. Your ball flew wide of the hoop. If you weren’t thinking “keeping the wolves at bay,” you might want to keep reading.Recently I was engaged to run marketing for a funded startup. My team was doing all the right things, and by that I mean putting inbound and outbound programs in place to earn the trust of a challenging prospect in a brand new space. As Seth Godin frequently reminds us, trust is and has always been marketing’s currency.The thing about trust, of course, is that it takes quite a while to earn — especially if you’re starting from a place where your prospects don’t know who you are.Everyone’s a Marketing ExpertWith every month that passed after the launch of our marketing program, the CEO would inform me that we weren’t doing enough to drive leads into the sales funnel. Sales was feeling the same way. As time progressed, everyone became an armchair (marketing) quarterback: “Let’s hire outbound telemarketers,” “We’re not running enough campaigns,” “We have to change the value proposition,” “If only we had better sales support material,” “Let’s do this tradeshow,” “Let’s do that tradeshow,” “Let’s change the website.”I didn’t feel particularly singled-out by this kind of attempted intervention. In an often-quoted study by the Fournaise Marketing Group, 80% of CEOs are not impressed by the work done by marketing and believe they are poor business performers. Ouch.It became clear to me that the most important job I had was to give my team enough time to put the marketing programs into place, build awareness, get prospect relationships to take root and, finally, start filling funnels — a process that commonly takes 6-8 months until momentum builds, and 12 months until reliable lead flow is established. That said, the startup immune system generally kicks in at around 2 months or when cash starts running out, whichever comes first.Startup ImmunologyI set out to get control of the jittery, slightly paranoid immune system using the following weapons of choice. Some of these are offered to you via the rear-view mirror.1) Set expectations up front.Set expectations that effective marketing takes patience – like 6-8 month’s worth. That’s not marketing’s timetable. That’s the prospect’s timetable. Build the business plan to accommodate this reality. 2) In the meantime, sell opportunistically.There will always be exceptions to the 6-8 month rule, and the entire organization needs to be selling to get those early sales in the door. For this to work, marketing needs to lower the bar for what constitutes a “qualified sales lead” in the early months. 3) You have to have a marketing operating system.A marketing operating system uses technology to create a repeatable, measureable process for engaging, nurturing, and converting prospects to sales-ready leads. Most marketers still miss the finer points of implementing a system, leading to CEO distrust, and often a general belief that the software that powers the marketing system isn’t fulfilling on its promise. 4) Metrics have to be sold early.Early on in the marketing system’s implementation, the number of qualified engagements matter (prospect engagement rate). At about 6 months in, you want to see progress in the depth of engagements (marketing conversion rate), and between 8 and 12 months in, you want to demonstrate repeatable conversion to sales (sales conversion rate).Management’s focus needs to be on different sets of metrics, depending on how long the marketing system has been running. What’s more, all team members have to believe that a certain percentage of engaged prospects will later become customers. If your team has never been through such a cycle, you will have to sell them on it. Given immune systems and human nature, it’s often not an easy thing to do.A Wolf in CEO’s ClothingSo what happened to my startup? I’m pleased to report that I was working with a very smart CEO who, in spite of his instinct to wade in and take control of marketing, didn’t. The company is now on its fourth round of financing and sales have increased 40-fold from when we started. Mission accomplished. The wolves got the hang of waiting for the dinner bell.Marketing is hard. Systems have to be put in place, expectations have to be managed, and the value of patience has to be sold and then supported by the right results at the right time. All of this, in the end, is your job as a marketing leader.Drew Williams is a serial marketing entrepreneur and co-author of Feed the Startup Beast: A 7 Step Guide to Big, Hairy, Outrageous Sales Growth (McGraw-Hill 2013). Drew shares his beast-building ideas at FeedTheBeast.biz/blog and @FeedYourBeast. Topics: Originally published Nov 12, 2013 2:00:00 PM, updated February 01 2017 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Inbound Marketing
Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Originally published Dec 17, 2013 8:00:00 AM, updated February 01 2017 Blog Optimization Topics: We always hear that blogging is important for our search engine rankings. But like … why?It’s one of those things that we often just assume people know, but you know what they say about assuming.Since we haven’t explained the connection between blogging and SEO in-depth for a long time, we figured it’s high time we get to it. So, this post is going to explain how you can use business blogging to improve your SEO, and perhaps show you connections you didn’t realize existed between the two disciplines. If you nail all of the stuff on this list, your SEO will thank you!How to Improve Your SEO With Your Business Blog1) Blog.Wait, what?I know, it seems obvious, but just … blogging … is one of the easiest ways to improve your organic search performance. Why? Because every time you write a new blog post, you create a new URL for your site — and every new URL is a new opportunity for your website to be ranked in search.Now think about it. How many other parts of your website give you the opportunity to create a new page that discusses important terms for which you’d like your business to rank on an ongoing and perpetual basis? Not that many. (How many times can you really update your About page, you know? And how many different About pages could you conceivably make, anyway?)If this seems basic, forgive me — but it’s one of those things that’s so obvious it bears shouting from the rooftops. Blogging provides endless opportunities for your website to rank in search for content your persona cares about. Don’t underestimate how powerful that is.2) Create unique content.Now that you’ve bought into the connection between blogging and SEO, let’s talk about how not to screw it up. The first rule of thumb is to make sure the content you are creating cannot be found on other blogs — your own included. This is commonly referred to as “duplicate content,” and search engines don’t like it.Sure, you will probably end up writing about the same topic from time to time, but writing about the same topic from a different perspective is very different from duplicate content — and actually very important for a well-rounded blog. Why? Because examining important topics from multiple angles allows you to naturally target a variety long tail search terms. Most topics are pretty multi-faceted, and the questions people have will run the gamut. The more unique ways you can address a subject matter, the more likely it is you’ll bring in some highly targeted search traffic — and increase the overall value of your site in the process.3) Optimize your blog posts for topics … and keywords.That ellipsis will make sense in a minute.When writing blog posts, it’s important to use keywords that you want to rank for, especially in your page titles, headlines, and body content. I won’t deny that, and you absolutely should optimize your on-page content for important keywords.However, you’ll get way more SEO bang for your blogging buck if you focus more on choosing good topics. Why? Because topics are reader-oriented; keywords, on the other hand, are search engine-oriented. And you know what? Search engines are in the business of serving readers … so by extension, they’re in the business of promoting the websites that serve readers best. That means the websites that are writing topics that readers want to learn more about are the ones that win — not the ones trying to write around keywords. Google has even gone so far as to update their search algorithm to better align with topics, not keywords.In reality, if you think about reader-friendly topics, you’ll probably be naturally optimizing for keywords, anyway. So think of great blog posts that readers would want to … you know … read … and better search rankings will likely follow due to that natural keyword optimization.4) Include authorship information.Have you ever searched for a topic and seen blog posts appear with an image like this? This is what happens when you utilize Google+ Authorship. Essentially, it makes it easier for the search engines to find the author tag (rel=”author”) and attribute the content to an individual thought leader. Posts that include this authorship information often benefit from better clickthrough rates, too — probably because a pretty picture is impossible to resist. ;-)Oh, I guess that whole social proof thing — seeing how many people are in an author’s Google+ circles — might have something to do with it, too.5) Design a blog with a fantastic reader experience.Believe it or not, search engine algorithms can actually detect if a blog provides a good user experience — and they factor it into their decision to surface content in the SERPs. And it makes sense; search engines are in the business of surfacing the content that’ll make their customers the happiest. Why wouldn’t they want a top-notch reader experience for the blog content they choose to surface?Being able to navigate around a page, find the blog posts you’re looking for, and even utilize the tagging feature to search for other similar articles are all extremely important for a positive user experience on a blog. Let’s take a look at TemboStatus’ blog as an example:Their design is incredibly simple to digest: You can immediately identify the title, author, and publish date, and on the right you can search for posts by topic or month. You can even click the topic tag directly on the post to bring you to other similar topics. This blog is a prime example of phenomenal user experience because it’s easy to use and designed to be visually appealing.Note: Search engines also value quick load times — especially on slower connections like mobile. This should be considered an integral part of your blog’s user experience if you really want to knock your SEO out of the park.6) Make sure your blog is responsive.According to Google, 79% of users who don’t like what they find on a mobile site will actually go look for the information they need on another site. How do you prevent that kind of bounce? The kind of bounce that signals to Google that your content ain’t so hot? Well, responsive design is a huge part of it.Responsive design, if you’re unfamiliar with the term, means that your website is built so that it will conform to whichever device you’re viewing it from. So if you check out this blog post on your mobile phone, it’ll look different than it looks on this desktop — the content “responds” properly to the device on which it’s being viewed.People are using their mobile devices more than ever to browse the internet. But if your blog isn’t responsive to mobile and tablet devices, readers are more likely to find the same or similar information elsewhere. Check out our free Device Lab if you’re unsure whether your website is responsive.7) Build your site to be shared through social networks.We’ve been talking about search engines as businesses — their product is quality search engine results, and their customer is … all of us. What’s one way they can ensure the content they surface is community approved?By asking us all to vote on the best content.That’s exactly where social sharing of content comes into play. You’ve probably heard that your blog should have social sharing buttons on it, but you might not have known why. If a lot of people share your blog content on social media, it’s a pretty good sign to search engine bots that it’s a quality piece of content, and they won’t look stupid for surfacing it.And hey, remember what we said about responsive design? By putting social sharing buttons on your responsive site, it will be easy for your visitors to share your content on multiple devices. After all, you don’t want to lose potential shares of your content just because someone is looking at it on mobile, right? Right.What other opportunities are there to improve your SEO through blogging? Share your expertise in the comments.
Originally published Jan 25, 2015 8:00:00 AM, updated January 25 2015 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 13 Pervasive (And Totally Wrong) Myths About Sales Reps from InsightSquaredEnjoy this post? To read more content like it, subscribe to Sales. Inbound Sales (Marketing) This post originally appeared on the Sales section of Inbound Hub. To read more content like this, subscribe to Sales.If you presented the average person with the prompt “Salespeople are …” and asked them to fill in the blank, what do you think they would say?Daniel Pink conducted this very experiment as part of his research for the book To Sell is Human. When asked to identify the first word that came to mind to describe “sales” or “selling,” the most prevalent answers included “pushy,” “sleazy,” “ugh,” “yuck,” “dishonest,” and “manipulative.”Okay, but how do you really feel?Salespeople are no strangers to the stigma associated with their profession, and most laugh it off. But the saddest part about these stinging stereotypes is that most simply aren’t true! For instance, if every salesperson was indeed a liar, there wouldn’t be any satisfied customers to be found. If every salesperson was intensely aggressive, they wouldn’t have any clients. Obviously, neither of these conditions are reality. In this SlideShare, InsightSquared tackles the damaging labels that often get affixed to those in sales. The next time you feel you’re being judged unfairly based on your job, forward along this post and provide some enlightenment.
Originally published Oct 28, 2015 6:00:00 AM, updated February 01 2017 Topics: Have you ever watched a movie where you find yourself really rooting for the main character? How about when young Forrest Gump breaks free of his leg braces and escapes the bullies on bikes?It’s hard not to let out a little, “Run, Forrest, run,” while you’re watching it, right?Likeable people tend to have that effect on us. From the way they respond to situations to the way in which they carry themselves, they make it easy for us to respect and appreciate them. They make us want to be on their team. In the workplace, likeability is incredibly important. Whether you’re managing a group of people or looking to work your way up through the ranks, your ability to form positive relationships will make it that much easier. Want to be more likeable? Try these seven things today.7 Little Ways to Be More Likeable1) Remember people’s names (and use them).”I’m horrible with names.”It’s a phrase we’ve all heard — or used ourselves — a million times. Trouble is, this often signals to people that you simply don’t care. Considering the value of introductions in the world of business — it’s a starting point for turning strangers into acquaintances, and acquaintances into customers — this is a habit worth shaking. So while there are a number of factors that could be preventing you from registering and remembering someone’s name upon meeting them, here are some of our favorite tricks for combatting them:Repeat it. Ever play the “name game” in school? The one where you say your name and then recall the names of those who went before you? Studies show that students can recall 75% of their classmates’ names after participating in the game for just 30 minutes. Point being, try repeating the name immediately after the person tells you to make it stick. Make a connection. When it comes to new information, research has shown that our ability to store information in our long-term memory is influenced by the connections we’re able — or unable — to make to that information. So whether the person you just met has the same name as your college roommate or sounds like the name of your favorite TV show character, making an effort to draw a parallel will help you in the long run.Offer an introduction. Networking your way around a room? It’s easy to become overwhelmed when you’re meeting a bunch of people at once. Before you let someone’s name slip away from you, make it a point to introduce them to one of your friends or other new acquaintances, advises Credit Donkey’s Cassy Parker. 2) Mind your mobile manners.Have you ever seen the video of the Chicago Bull’s mascot pouring a drink over a fan’s head who was too distracted by his phone to kiss his girlfriend on the kiss cam? What a jerk, right?Point being, likeability has a lot to do with the interactions people have — or don’t have — with you. If you’re one of those people who treats their phone like a third arm, it’s likely that you’re closing yourself off from engaging in a lot of those meaningful interactions. So while it may be tempting to Instagram your lunch when you’re out with friend of colleague, pulling out your phone isn’t always appropriate. In fact, 88% of people feel that whipping out your phone at the table is generally not a “cool” thing to do, according to a study from Pew Research. In an effort to strengthen the relationships in your life, try being more present.3) Be consistent.Think about your favorite restaurant for a minute. I’m willing to bet that you frequent it so often because you trust that you’re going to have a great meal. In other words, your loyalty is a direct reflection of the restaurant’s ability to deliver a consistent experience, right?As humans, we have a need for internal consistency. We want our attitudes, ideas, and beliefs to align and make sense. Therefore, when it comes time to make a judgment call about someone’s character, we aim to identify that sense of dependability. You see, consistency provides a sense of comfort. When we see someone deliver great work or a positive attitude day after day, it becomes easier for us to trust them. This is something that both management and potential customers look for when determining who they want to do business with. 4) Ask questions of others.Ever been trapped in a one-sided conversation at a networking event? You know the other persons’ life story — how many kids they have, where they vacationed on their honeymoon, what type of car they drive — and yet, they haven’t asked you a single question about yourself. How rude. Becoming more likeable relies heavily on your ability to make connections with people. However, in order to do so, the conversation needs to lend itself to a little give and take.Need help coming up with a few go-to ice breakers? Check out this awesome list of conversation starters to try out at your next networking event. 5) Smile more.”If you see a friend without a smile, give them one of yours.”This was my mom’s high school yearbook quote, and a valuable piece of advice for anyone looking to build positive relationships with others. This is because our emotional expressions, while often overlooked, are used by those around us to build perceptions.In fact, according to a study from Penn State University, people who smile appear more likeable, courteous, and competent. If that’s not reason enough to smile, two Swedish studies from 2002 and 2011 confirmed that other people’s smiles suppress the control we usually have over our facial muscles, causing us to smile. Talk about insta-likeability …6) Do good deeds. When’s the last time you did something nice for someone? Was it unsolicited? Psychologist Sonja Lyubomirsky asked students to carry out five weekly “random acts of kindness.” These acts could include anything from helping out a friend with a project to buying a meal for someone less fortunate. At the conclusion of the study, Lyubomirsky found that students reported higher levels of happiness than the control group. The lesson? Good deeds influence our well being. They make us happy. And happiness is contagious. “There are a lot of positive social consequences to being kind: other people appreciate you, they’re grateful, and they might reciprocate,” explains Lyubomirsky. Need some inspiration? Here are a few “random acts of kindness” you can carry out in your office:Buy the person that sits next to you a coffeeSend positive feedback to a team member Leave cookies in the kitchen Tape an inspirational quote to the mirror in the bathroomWrite an appreciative note for the receptionistGive someone a compliment in the elevator 7) Express empathy. Our ability to detect, understand, and feel another’s emotions plays a huge part in the way we form connections and build relationships. It also influences the way people perceive us — both personally and professionally. A workplace study conducted by the Center for Creatively Leadership took a look at the role of empathy in the professional lives of 6,731 leaders from 38 countries. The results revealed that not only was empathy positively related to job performance, but also that managers who expressed empathy towards their reports were viewed as better performers as well. If nothing else, this study proves that empathy is something we value, as it’s rooted in understanding. And the more we understand one another, the easier it is to relate and communicate.If empathy is something you struggle with, try to keep these tips in mind:Listen. Before you chime in, allow the other person to make their point entirely. Sometimes we only hear half the story, which causes us to act or respond in a way that doesn’t make sense.Keep an open mind. Rather than concerning yourself with always being right, do your best to remove any bias. This will help you see the situation for what it is, not what it isn’t.Ask questions. If you don’t fully understand where someone is coming from, ask them to clarify. Sometimes empathy can be achieved through asking questions that reveal more context. What are some other things that likeable people do? Let us know in the comments section below. Marketing Psychology Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack