Jets coach explains why he endorsed Evander Kane to Sharks’ DeBoer

first_imgSAN JOSE — Last winter’s Evander Kane trade raised eyebrows in Sharks territory because of head coach Pete DeBoer’s relationship with Winnipeg Jets bench boss Paul Maurice.Maurice gave DeBoer his first coaching job with the Ontario Hockey League’s Detroit Junior Red Wings back in 1994-95 and they remain close pals to this day. Surely, DeBoer would know a thing or two about Kane’s tumultuous relationship with his teammates in Winnipeg and be hesitant to bring the embattled forward into his …last_img read more

Springbok Women edge out Nomads

first_img2 June 2014The Springbok Women claimed a morale-boosting series victory over the Nomads, women’s rugby’s equivalent of the Barbarians, running out 32-24 winners in their second clash at Wasps Football Club in London on Tuesday.In a lower scoring first clash, the Springbok Women won the first match between the team by 20 points to five on Saturday.The South Africans ran in six tries to four on Tuesday, but it was the Nomads who were on the scoreboard first through prop Elisha Dee as they used their powerful forwards to set up the try.First South African tryAbsorbing the pressure exerted on them well, the Springbok Women moved out of defence with a solid clearance kick by fullback Siviwe Basweni, and wing Phumeza Gadu then showed her speed and moves to go over for the first try for the tourists.Just three minutes later, flank Rachelle Geldenhuys crashed over for the team’s second try after gaining possession from a lineout.Down by five points, the Nomads again used their forwards to try to force their way over the advantage line, but the Springbok Women stopped their drive, won a turnover, and then powered their way to the Nomads’ tryline before prop Nwabisa Ngxatu crossed for the South Africans’ third five-pointer of the contest.Sin-binnedUp on the scoreboard, the Bok Women were soon down on the field, reduced to 14 players after prop Cebisa Kula was sin-binned for playing the ball from an offside position at a ruck. Taking advantage of their numerical advantage, the Nomads hit back through flank Tess Forburg, who crossed for a try, which reduced South Africa’s lead to 15-12 shortly before half time.After the break, the Springbok Women hit back hard with an early try to talented centre Veroeshka Grain, who capitalised on an overlap out wide after flyhalf Zandile Nojoko drew in two defenders, to increase the visitors’ lead to 20-12.ThrillingWith both teams playing to their strengths, the last 30 minutes proved to be thrilling as the sides scored a series of tries to keep the scores close until the end.Zoe Saynor of the Nomads crashed over the chalk from a rolling maul to leave the Springbok Women only three points ahead with 17 minutes left, but Lawrence Sephaka’s charges responded with a well-deserved try to flank Vuyolwethu Vazi after taking the ball through several phases.The Nomads again retaliated with a try by Lisa Campbell in the last 10 minutes to trail 27-24, but Springbok Women’s XV captain Lamla Momoti sealed the 32-24 victory with two minutes left on the clock after another fantastic break up-field by her team.While the South Africans exhibited a big improvement in the set scrums, Springbok Women’s coach Lawrence Sephaka will continue to work on the set piece as France, who South Africa face on Friday in Marcoussis, is also a forward-dominated team. Work will also be done on the defence after four tries were conceded against the Nomads.Williams withdrawn from tourMeanwhile, before Tuesday’s match, Springbok Women’s captain Mandisa Williams was withdrawn from the tour because of a knee injury so that she can undergo rehabilitation in South Africa before the Rugby World Cup, which starts on 1 August.“It was a tough call to make, but we believe Mandisa’s rehabilitation is more important than supporting her team on tour as she has been ruled out for the test against France on Friday as well,” said coach Sephaka.“Our main goal this season is to perform well at the World Cup, and this decision was taken with that in mind.“We wish Mandisa well during her recovery in the next few weeks and we look forward to welcoming her back fully fit at the World Cup holding camp in Cape Town on July 14.”SAinfo reporterlast_img read more

Ohio crops need warmer weather and rain

first_imgShare Facebook Twitter Google + LinkedIn Pinterest As the end of August nears so does the end of the 2017 growing season for corn and soybeans. Tate Cockerill, a DuPont Pioneer Account Manager, visits with the Ohio Ag Net’s Ty Higgins about what crops need as they finish up and about new technology being used with Encirca Services that will help growers learn more about their crops and about their farms.last_img

How to Ask Management to Reduce Traditional Marketing [Marketing Cast]

first_img Weekly Marketing Cast Will You Remain a Change Agent? In this episode of the Here’s a great compilation of facts to help drive this conversation in the right direction: You recognize the value of creating blog posts, videos and other content pieces to drive traffic to our site. But does your management team share that sentiment? Ask People About Their Habits It’s Time to Transform Your Marketing Topics: Often times, it is your boss, the executives in the company and your board of directors who insist that you continue with traditional marketing. Keep sending direct mail, attending tradeshows and paying for newspaper ads. “That is a huge challenge because we are facing the ways people have been marketing for decades,” says David Meerman Scott.center_img Inbound Marketing Originally published Mar 7, 2011 8:08:00 AM, updated July 08 2013 So, which path are you going to choose? , we go over some ways in which you can convince the management team to reduce traditional marketing. If you are trying to transform the way your company does marketing, you are basically a change agent. But what if your attempts meet the same type of resistance again and again? You have a few options—to continue being that change agent, to live with the status quo or to find another job. Sooner or later, you will face that choice. The simplest way to convince someone in the ineffectiveness of old marketing techniques is to inquire about their habits. How do they research products? Do they go to the Web? Do they ask friends for advice? Or do they go to the Yellow Pages and read the ads in the local papers? If people are saying the truth, they will admit that they do product research on search engines and social networks. And that will be the perfect transition to the question, “If that is true, why are you making me do direct mail?” 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

100 Awesome Marketing Stats, Charts, & Graphs [Data]

first_img – Edward Deming  based on original research and data from a variety of sources, including analysis of our 4,500 customers, surveys with hundreds of small and medium-sized businesses, and dozens of top-notch publications like MarketingSherpa, eMarketer, Pew Research, McKinsey, and more. Originally published May 20, 2011 9:00:00 AM, updated October 20 2016 Social Media We’ve also thrown in some helpful summary slides and a few fun cartoons, just for good measure. Marketing Data 100 Awesome Marketing Stats, Charts and Graphs Happy reading! Inbound vs. Outbound Marketing Click through the presentation above for a preview, or  Search Engine Optimization We’ve grouped the data into 6 awesome chapters, covering some of today’s most relevant marketing topics: Facebook “In God we trust, all others bring data.” Twitter 100 Awesome Marketing Stats, Charts & Graphs, Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack here. Those are just a few of the fascinating facts you’ll discover in HubSpot’s newest collection of  Blogging download the entire presentation as a PDF file  Did you know that 34,000 searches are conducted on Google EVERY SECOND? Or that 75% of Internet users never scroll past the first page of search results? Or that US Internet users spend 3x more time on blogs and social networks than they do on email? Topics:last_img read more

How to Generate More Customers With Fewer, Heartier Leads

first_img Lead Nurturing Originally published Dec 12, 2011 8:00:00 PM, updated October 20 2016 As an inbound marketer, you are probably driven by the number of leads you generate for your company. Usually, a small percentage of these leads convert into customers, so by logic, the more leads you produce, the more deals the sales team closes. In order to drive growth and generate more revenue for your company, you focus on increasing your leads goal month after month. But what happens when you start to saturate your market or it’s just not possible to hit your new goal with your current resources?Fear not! All you need to do is start focusing on the quality of your leads. The types of leads you feed to your sales team is a powerful yet overlooked lever that can help marketers deliver. Think about it: if you can increase the percentage of leads that convert into customers, then you don’t need to generate as many leads to hit your company’s sales goals, right? The key to increasing the percentage of conversions is by feeding your sales team higher quality, more nutritious “wheat bread” leads, rather than low-quality, less nourishing “white bread” leads. Below are 4 steps to take to better feed Sales with these more wholesome, multi-grain-type leads to close more deals with fewer leads.1. Create Middle of the Funnel (MOFU) ContentThe first step to turning white bread leads into high quality wheat bread leads is through lead nurturing. Once you’ve initially generated your leads, it’s important to nurture them with content and offers to guide them closer to a purchase. Creating middle of the funnel content will help you achieve just this. Middle of the funnel content is specific and ties in information about your industry to your product. An example of this may be an ebook that discusses how you use your product to overcome an industry-related challenge or even an offer such as a demo that brings your lead closer to a sale.Often, we inbound marketers forget to produce middle of the funnel content since we are so focused on generating new leads through top of the funnel content that is mainly educational in nature and avoids mentions of our business’ products and services. The key here is to aim for a balanced diet. You need to start by generating white bread leads with top of the funnel offers and then use your middle of the funnel offers to turn them into hearty loaves of wheat bread!2. Determine Which Events Close the Most CustomersOnce you’ve created middle of the funnel content, you can start looking at which offers and events are converting more of your leads into customers. If you have closed-loop marketing in place, you can use your data to actually analyze the close rate of your current customers based on offers and events. Typically, events such as free trials or live demos have higher close rates, as these are leads serious about a sale. It’s important to recognize these events and offers, since they generate awesome, wholesome leads. Once you start gathering insights into which offers are more effective at generating wheat bread leads, you can double down on the offers that works and nix the ones that don’t.3. Create Calls-to-Action Promoting High Closing EventsOnce you’ve determined the events and offers that convert the highest percentages of high-quality leads, you need to promote these events. A great way to promote an offer or an event, such as a demo, is through calls-to-action (CTAs). Think about placing CTAs in your email messages, on landing page thank-you pages, in blog posts, on website pages, and most importantly, on your homepage. Make these CTAs prominently accessible from all parts of your marketing communications. You want to give potential leads the opportunity to convert into nutritious leads as often as possible.  4. Communicate and Collaborate With Your Sales Team to Focus on Specific LeadsNow that you’ve set up your marketing machine to generate nutritious, multi-grain leads, sales won’t need as many of those white bread leads to hit their numbers. The last and most important step is to collaborate with your sales team to make sure they identify and focus on working these hearty leads. Be sure to communicate the shift in the quality of these new leads so sales can alter their selling process. As a result of this shift, sales won’t need to waste their time sifting through piles of unqualified leads, but instead work a limited number of qualified leads more deeply to hit their sales number more efficiently.Do your marketing offers include a healthy mix of white bread and multi-grain leads? 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:last_img read more

Advertising Loses More Jobs Than Any Other Industry

first_img Originally published Sep 4, 2013 3:30:00 PM, updated July 28 2017 Here’s a puzzle for you: What do advertising and promotion managers have in common with construction helpers, carpenter helpers, stucco masons, typists, textile machine workers, and people who operate drilling and boring machines?Answer: They’re all working in areas where U.S. jobs are disappearing the fastest, according to a special report from 24/7 Wall Street.Moreover, of all those categories, advertising and promotions is the worst, having shed 65% of all jobs over the past decade. “No occupation has lost a higher proportion of its jobs than advertising and promotions managers,” the report claims.You’re better off working in a textile mill, running a drill press, or hauling two-by-fours for a carpenter than you are if you pursue a career in advertising. I’m guessing that if you’re reading this blog you’ve already jumped on board the inbound marketing train, so maybe you won’t be too shocked by yet another piece of evidence demonstrating that the old way of doing things is becoming extinct.Nevertheless, this report shows just how quickly the world is changing.A Permanent ShiftA lot of the job categories that have suffered over the past decade did so because of the recession and slow economic growth. In theory, some of those lost jobs will come back as the economy improves.But the loss of jobs in advertising speaks to something else altogether. Unlike, say, jobs building houses, jobs in advertising aren’t coming back.Advertising and promotion managers are people who plan ad campaigns and decide where to make media buys. A decade ago, there were about 81,000 of these jobs in the U.S. As of 2012, that number had fallen to just over 28,000.“Likely a major factor in the decline of such positions has been the decline of advertising in print media, such as newspapers,” the report states.That decline in advertising in newspapers and other print publications has been well documented. That situation is never going to get better. It is only going to deteriorate.It’s Not Just PrintThis issue, however, goes beyond print publications. The real problem involves advertising itself, which simply does not work as well as it used to, no matter what platform it’s on. That’s the gist of The Naked Brand, a documentary made by Jeff Rosenblum, the CEO of Questus, a digital marketing agency.Of course the waning power of advertising has huge implications for marketers. It means we need to move away from interruptive and more traditional tactics — advertising, billboards, direct mail — and embrace new ways of attracting customers by creating content that has real value.According to the 24/7 Wall Street report, more than 50,000 jobs in advertising and promotion have vanished over the past decade. That’s the bad news. The good news is that the next wave of marketing, the inbound wave, is creating huge opportunities.To ride that wave, you need to think less about putting ads next to content and think more about creating the content itself.Image credit: Skakerman 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

6 Company Blogs We Actually Enjoy Reading

first_imgYou know that feeling when you read a brand’s blog post and think to yourself, “This is awesome. Who can I tell?!” I sometimes find myself sending certain posts to a whole list of my marketing friends. That’s when I know I’ve hit gold.When this ritual happens consistently with posts from one particular blog, I begin associating its name with content I love. I add them to my RSS feed; I follow them on Twitter; I begin to trust them, even defend them as if they were a friend.Any and every business can develop relationships like this with their blog readers, and it all starts with amazing content. (And even if your team doesn’t have the bandwidth to write a lot of awesome content consistently, you can always get professional writers to write great content for you through affordable services like Zerys.)To inspire all you business bloggers out there, we’ve curated a list of some of the most entertaining business blogs on the internet. Check ’em out, and let us know if you have other favorites in the comments!1) EAT24Blogs with a lot of personality are always entertaining, and EAT24 does an amazing job of not holding theirs back. (…At all.) Their blog is called “Bacon Sriracha Unicorn Diaries,” and as if that wasn’t reason enough to read it, they consistently post hilarious content with a brand persona reminiscent of DiGiorno’s Pizza going rogue on Twitter. Some great posts from the EAT24 blog:A Breakup Letter to Facebook from EAT24Top 5 Reasons to Stay Out of the KitchenEgg Rolls Destroyed Our Inbox: The EAT24 Story2) PriceonomicsEvery post published on the Priceonomics blog is in-depth, well-researched, statistics-based, and totally engrossing. (Can you tell we’re fans?) Although their writing is what they’re famous for nowadays, it wasn’t always that way.Rohin Dhar launched the blog in 2011 to offer price guides for overused goods because they were sick of getting ripped off. Over the next two years, they expanded their blog content to cover topics like Airbnb rates versus hotels, the lives of can collectors, and what happens to stolen bicycles — and they were such viral hits that Dhar decided to “double down” on producing great content. He wrote in November 2013: “We just need to write smart things and hopefully a small fraction of our audience will hire us for data-related services.”The folks at Priceonomics prioritize putting out amazing content for free — and they really set the bar high. Dhar says, “I definitely keep in mind Hacker News when writing an article even if it has nothing to do with tech. Whenever I write a sentence, I consider how the logic could be torn to shreds in a Hacker News comment. If I think it could, I know to tighten up the argument.” Their content doesn’t necessarily promote data sales, but they’ve successfully gained a huge following through their consistently great content.Some great posts from the Priceonomics blog:Are One-Star Reviews for A**holes?The Paparazzi BusinessThe Business of Fake Hollywood Money3) LearnVestLearnVest’s blog on personal finance is a wealth of statistics, charts, stories from real people, and useful, actionable advice. They publish meaty posts every day written by anyone from professional financial consultants and personal finance bloggers to college students and couples planning a wedding.While many other personal finance blogs are about rebuilding your financial life, LearnVest’s blog covers a much wider range of topics and are aimed at people in any financial position. For example, while they have a lot of posts on digging yourself out of debt, they also have posts on how to not blow your inheritance. Some great posts from LearnVest:12 Drinking and Dining Hacks From Restaurant Insiders5 Affordable Alternatives for Lavish Vacation Destinations6 Ingenius Work Perks That Save Employees Serious Cash 4) PinterestPinterest does something really cool with their blog: Many of their posts are curations of users’ own pins. These posts are called “Pin Picks,” and each one features a series of hand-picked pins in a certain category, like camping. We absolutely love how user-centric these blog posts are. The folks at Pinterest really understand how to cater their entire website — including their blog — to us, their users.Some great posts from Pinterest’s blog:Pin Picks: Top 5 ideas for emergency prepPin Picks: 10 ways to trick out your bike10 Ways Pinners Are Celebrating Mom5) Unboxed ThoughtsThis isn’t your typical company blog: Instead of hiring writers to report on industry news and topics their audience is interested in, Prosek Partners made its blog a place for their creative team to write their thoughts, opinions, and insights. The purpose is to “unleash the voices of our own people,” according to the About page. “Coming from a team of professionals who work all day to keep messages and client communication in a neat and tidy box, we aimed to create a place where the lid can hang open and topics can be discussed without a ceiling.”It’s rare that a company is willing to relinquish control of the publishing rights on the company blog and trust their employees to post thought-provoking conversation starters at their leisure — especially in an industry like public relations. It’s not just a diary of employees’ thoughts, though: Their goal is to show clients that they are creative storytellers who apply passion, energy, and personality to their work. Plus, we think their willingness to reveal the human side of their company is pretty awesome.Some great posts from Unboxed Thoughts:Malaysia Airlines: Rebuild, Don’t RebrandNative is the New Black6) The Date ReportWith titles like “How I Got Over My Breakup with Oysters, Jack and Cokes, and a Book Launch Party” and “All the Reasons to Date a Cat Person, As Told By Cats,” offline dating site howaboutwe’s blog takes risks on topics and language where most businesses (even online dating sites) would shy away. But these topics work for their audience: Young people who are looking for relationships are probably also looking for relationship advice, tips for online dating, fun date ideas, and so on. The Date Report covers all of that — and their writing voice kind of makes it feel like it’s your best friend giving you advice.Some great posts from The Date Report:The Complete Guide to Sending a Follow-Up Message10 Ways Science Can Make You a Better FlirtWhat He Really Thinks About Your Online Dating ProfileWhich business blogs inspire you? Share with us in the comments! Blog Examples Originally published Sep 10, 2014 12:00:00 PM, updated February 01 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 SlackSlacklast_img read more

When to Check on Your Marketing Metrics: A Simple Guide

first_imgThere are lots of metrics you can track on a regular basis. You can check your visits, leads, and customers from all of your marketing activities. You can check how much revenue you are generating. You can look to see how your calls-to-action are performing. You can see if you’re getting any inbound links to your site. And that’s just the tip of the iceberg — the to-do list can really go on and on.Even though you have lots of metrics at your disposal, you don’t actually have to look at every single one of them every day. In fact, you don’t have to look at every single one of them every week. Some metrics don’t need that level of attention — you’ll just waste time checking them often.In this post, we’ll help you figure out which metrics you should check on — and how often you should check on them.Metrics to Check on DailyVisitsThe number of visits is the number of times someone comes to your website from an outside domain. This metric gives you a good idea of how well your website is doing at attracting visitors (who are hopefully potential customers for your business). It is a good idea to check on this metric on a daily basis because if you have a dip one day, that could affect your performance for the month. Checking on this daily will help you more immediately fix whatever could be causing the decrease in visits so that the rest of your week or month is not affected.Number of LeadsThe total number of leads will give you an idea of how many qualified visitors you are bringing to your website. When someone comes to your website, they are not forced to fill out a form or download a piece of content you have created. But if they choose to do that and become a lead, you are doing something right on your website. Like visits, leads is another metric that should be checked on a daily basis. If you have lead goals that you have to hit as part of your agreement with the sales team, one day’s changes could affect whether or not you hit them. Each day’s lead report can also tell you whether your website is working as expected. For example, if you change a link on your homepage from one drives to a landing page to one that goes to your Facebook Page, you might see a dip in the number of leads you generate that day. Checking that information on a daily basis will help you fix a problem immediately so the rest of your month is not affected.Leads and Visits Per ChannelIn addition to knowing the overall visits and leads that are generated from your website, it is also important to know those metrics broken down by different marketing channels such as organic search, paid search, social media, email marketing, and more.”Look at the number of leads that you are generating by channel every day to make sure you are on track to hit your goals at the end of the month,” says Amanda Sibley, HubSpot’s Campaigns Manager. “If you see that one channel is performing better than expected, you may want to invest more time and resources in that channel to hit your goals.”Certain campaigns you run may take longer than a day to see results (we will go through that in the next section). However, you may be able to see immediate results based on each channel. This will help you figure out how your team should spend their time and resources. Should they focus on sending another email? Or should they focus their efforts on social media? Maybe they should just write more content to influence organic search. Having this information on a daily basis will help you switch gears in the middle of the week versus waiting until the end of the month — at that point, it may be too late. Metrics to Check on WeeklyCampaignsSome campaigns you run may require a bit more in-depth analysis than just checking on the number of visits and leads that have been generated. In those cases, you should avoid looking at them every day — instead, look at the metrics weekly.Let’s say for example that you launched an ebook on Monday. That day you sent out an email promoting it to your target audience. You also sent out some tweets to help with the promotion. But you still have other promotional activities planned for the rest of the week. You have some blog posts ready to go, you have some external website writing about your ebook launch, and you have some paid ads going up. After one day you will not have the results that show whether or not the campaign was a success or not. You have to wait the full week until all of the promotional activities have taken place.Based on what you find each week of your campaign’s length, you should make adjustments to your campaign. At the end of the week, see how many leads have been generated from the campaign. See the conversion rate of the landing page. Check out how each of your marketing channels performed while promoting the offer. And repeat this every week of your campaign.Why?”If you’re running a longer campaign where you have promotional activity going on over the course of a month or even a quarter, it’s still important to look at your campaign metrics on a weekly basis. It can help you be agile and adjust your tactics based on the data,” says Laurie Aquilante, HubSpot’s Corporate Marketing Manager. “For example, let’s say you are running a month long campaign about an upcoming event. You might find that for this campaign, your social messages are actually driving more conversions than your paid ad spend and as a result, invest more in social channels.”Inbound LinksCreating content that builds up an audience and develops a brand for your company takes time. But once you start getting on a roll, you will notice that other people will start linking to your website, increasing the number of inbound links you get and also increasing your rank for certain keywords. If you check your inbound links on a daily basis, you may become frustrated. The numbers aren’t going to move too often. However, if you check them on a weekly basis, you will learn a couple of things. First, you will get an idea of how fast your inbound link number is growing. Depending on how much content you have, this number may increase at different rates. Second, you will learn more about the content that is more likely to get you inbound links. If you are focused on increasing the number of inbound links to your website, you will now have an idea about what content you should publish in the future that could earn valuable links.CTA Clickthrough RateThroughout your website, you should have calls-to-action driving your visitors to landing pages. You should have at least one on every single blog post you publish. You should have them sprinkled all over your website: on your homepage, pricing page, about us page, product pages, and pretty much any other place there’s a conversion opportunity on your site.At the end of each week you should monitor their performance. How many clicks did they get on each page? Were certain calls-to-action more beneficial than others? Depending on the results, you should decide whether or not you are going to keep the same calls-to-action or switch them. You may also decide that you want to switch the location of the call-to-action on a specific page. Gathering this information on a weekly basis will help you constantly optimize your site and look for improvements and new points of conversion.”For your blog specifically, use the clickthrough rates of your various CTAs as a decision-making tool. If you have more than one relevant CTA for a blog post you’re publishing, use CTA clickthrough rate as the deciding factor for which one you choose,” says Pamela Vaughan, Manager of Optimization and Growth at HubSpot. “The higher the CTR, the more likely it will be to convert visitors into leads.”Overall Blog ViewsYou may write one blog post a week. Or you might write five. No matter how many blog posts you write, you should still wait until the week is over to check your results.Why?Blog posts gain traction over time. Checking on the number of posts that have been viewed on the same day they were published may not give you the results you are looking for. Your blog subscribers may not read them on the exact day they are published — they could be waiting for their morning commute the next day. It also takes awhile for a post to take off either on search engines or on social media.At the end of the week, you should assess the perform of your blog as a whole as well as individual blog posts. See what topics resonated with your audience. Dig into the posts that generated leads — do they have certain topics or formats in common? “Use data about which blog post topics and formats contribute most to traffic and lead generation to help you inform your editorial strategy,” says Vaughan. “If you’re ever behind on your blog traffic or leads goals, this information will allow you to make smart decisions about what editorial levers to pull to get back on track.”Metrics to Check on MonthlySearch Engine Rank Based on a CampaignYour rank in search engines probably won’t increase significantly overnight. Even if you write the best blog post based around the keyword that is the most important to you, it may still remain in the same position, or move a spot up. Ranking well in search engines takes time.Let’s say you ran a campaign to increase the ranking of one of your keywords. You wrote a lot of blog content and created an ebook for your campaign. When will you see a difference in your search engine rank?You most likely will not see any change within a day. You may not even see a change within a week. But if you check at the end of the month, that may be enough time for the search engines to have crawled your content and rank it appropriately. So check on your rank of your most important keywords at the end of the month to see if your campaign made a difference.Cost per LeadThe cost per lead is calculated by taking the amount of money spent on an advertising effort divided by the number of leads generated by that specific paid effort. The cost per lead is helpful to determine whether or not a certain paid effort was worth the money spent by the advertiser.”Track your CPL monthly to make sure that you stay within a reasonable budget and are also using your money as efficiently as possible. This will have lasting effects on your bottom line,” says Sibley.At the end of each month, assess your paid campaigns. Are you generated enough leads on the different channels? Are the leads you are generating through paid high quality? Is there any way you can improve the paid ads to decrease the cost per lead?Let your paid ads run their course throughout the month. That way you will have enough results to work with to make decisions that will impact your paid efforts going forward.Average Email Clickthrough RateAt the end of your month, look at the average clickthrough rate of your emails. Of the people who are opening your emails, are they actually engaging with them by clicking on the email’s link or call-to-action? This one metric will give you a lot of insight into the performance of your emails and help you figure out what you should be replicating in future email marketing sends.If you send one email and assess the clickthrough rate, it will give you some information but probably not enough to impact how you should run your email marketing program. However, if you assess all of your emails sent throughout the month, you will get a better idea of what is influencing the clickthrough rate. Are your emails a certain format? How are you engaging with your email recipients so they click on the different links? Having the data for the whole the month will help you gather this information.”In addition to looking at the average open and clickthrough for all emails, look at which individual emails had the most (and least) success and see what you can learn from those,” says Aquilante. “See if the emails with the most success had things in common like the sender name, images, tone, etc.” Social Media MetricsThroughout the month, your social media engagement will fluctuate. You will gain new followers. You will lose some of your followers. It’s nothing to worry about every day during the month. Check on this data on a monthly basis just to make sure it is still in check. If you lose too many followers, you may want to focus on social media a bit more than you may have previously in your upcoming campaigns. Metrics to Check on at the End of Your Sales CycleLead to Customer Conversion RateThe lead to customer conversion rate is the number of customers you’ve closed divided by the number of leads you’ve generated. This is a great metric to look at toward the end of your sales cycle to see how well your sales team has worked with the leads you have generated. This will give you a better idea of how many leads you are generating versus how many customers your sales team is closing. “You exceeded your leads goal this month? Awesome. Now it’s time to check if you exceeded your customer goal at a proportional rate. It’s always important to look at both quality and quantity of your funnel. Often, marketers are delighted with an increase in leads, only to later find that these leads were disqualified in the sales process,” says Angela O’Dowd, HubSpot Partner Marketing Manager. “At the end of the day your goal is to help your sales team close more business, and a high quantity of low quality leads will only waste their time.”Let’s say you have generated 1,000 leads in your last sales cycle but only 10 of them have closed. That is only a 1% conversion rate. Working to increase this number at the end of your next sales cycle is an important goal to have. If you are generating 1,000 leads but most of them are not closing, you may want to change your strategy. Sometimes generating fewer leads that are higher quality is a better option.Revenue Generated by Marketing ActivitiesYou are checking the number of visits and leads you generate by channel almost every day. But what about how much your channels such as email marketing, social media, paid, and organic search are affecting your bottom line? Have you ever considered looking at the revenue generated as a result of these marketing activities?At the end of your sales cycle, look to see how your marketing efforts affected the bottom line. These metrics can help inform your marketing strategy for the upcoming sales cycle. If your email marketing efforts are not actually closing revenue for the business but your organic search efforts are, you may want to focus more on that area of marketing. This information can be extremely informative at the end of the sales cycle to understand where you should be investing you and your team’s time and resources.”Tying your marketing efforts back to revenue is extremely important for your company’s growth,” says Christine McLaughlin, Field Marketing Manager at HubSpot. “Take the time to sit down with your sales team to discuss the revenue results of your campaigns and brainstorm on areas for improvement within marketing and sales. Added bonus: This increase visibility will bring you closer to your sales team and encourage feedback from both sides.”What metrics do you measure daily, weekly, monthly, or at the end of your sales cycle? Topics: Originally published Feb 2, 2015 6:00:00 AM, updated February 01 2017 Marketing Metrics Don’t forget to share this post! 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The 8 Best Movies to Inspire Modern Marketers

first_imgMost people watch movies to escape the real world, especially as a way to unwind after work. But some of the best movies can actually inspire us to be better at our jobs.Watching movies is a refreshing, if unconventional way to reflect on your career and learn something new about yourself, so we’ve curated a list of the best movies for modern marketers.Learn how to run more impactful, measurable marketing campaigns.We hope they inspire you and help you grow.8 of the Best Movies for Modern Marketers1. The Social NetworkRotten Tomatoes Score: 96%The Social Network tells the gripping origin story of a website that moved tectonic plates in the digital marketing world — Facebook. As a marketer, it’s fascinating to get an inside look at what inspired the creation of Facebook, the founders’ thought processes when they built it, the steps they took to develop it, and all the ups and downs Facebook experienced as it evolved into the social media giant it is today. From its humble yet promising beginnings to its rapid growth, The Social Network shows you that Facebook’s rise to tech stardom wasn’t void of any obstacles.2. MoneyballRotten Tomatoes Score: 94%In 2002, the Oakland A’s won the most games in baseball, highlighted by a 20 game winning streak that broke an American League record. They also had the third lowest payroll in the Major Leagues. In an industry dominated by teams with enormous payrolls, how did the A’s become the best in baseball?They made data-driven decisions.Moneyball recounts the beginnings of an analytical approach to winning baseball that is the status-quo today. The A’s swapped the instinctual, traditional way of scouting players for one of the most unconventional routes at the time. By signing cheap, undervalued players based on metrics that signaled success to only the A’s and no one else, they got the maximum bang for their buck for each dollar spent.In this sense, baseball and marketing have a lot in common. Before data drove key decision making, intuition did. Then, when a few brave trailblazers nominated data as its replacement, a tidal wave of backlash came crashing down on them. But data proved itself worthy, and it has become the most crucial component in the decision-making process for both industries.3. Up in the AirRotten Tomatoes Score: 91%Nowadays, it seems like everybody strives for a more balanced life. But not Ryan Bingham, George Clooney’s character in Up in the Air. Ryan works for an HR consultancy firm that helps companies conduct layoffs. He flies almost every day to fire his client’s employees, so he doesn’t have a permanent address or a family. And he absolutely loves it. Ryan believes that relationships with people and things aren’t worth it — they’re too taxing. He even gives motivational speeches to get people to follow his life mantra.But when Ryan starts a casual relationship with a fellow frequent flyer, mentors a new hire who constantly challenges his values, and experiences some heavy moments with them both, he starts to question his life philosophy.Up in the Air reminds us that hard work and dedication can take you to great heights. But your most memorable moments in life will always revolve around your loved ones, not your career.4. Steve JobsRotten Tomatoes Score: 86%Steve Jobs, the man behind Apple, was arguably the most visionary product designer and marketer of our generation. In his biographical film, Steve Jobs’ notorious personality is always on full display. The movie delves into the complex reasoning for Jobs’ poorly made psyche, which provokes sympathy for Jobs despite his ruthless treatment of his diligent employees, meticulous micromanagement, and bitter coldness towards his loved ones. And, more importantly, you learn how much he impacted Apple, technology, and the world as we know it today.5. Thank You For SmokingRotten Tomatoes Score: 86%Nick Naylor, a slick tobacco lobbyist, has a talent for persuasion. Throughout the movie, you watch in disbelief as he cleverly defends the tobacco industry in classrooms, on T.V. shows, and even at a Senate hearing. Some people might think Thank You For Smoking is just an advertisement for cigarettes. But its core message is a lot more complex than that. The movie illustrates how knowing how to spin a product the right way can convince anyone that it’s good for you, even if it can kill you. And that’s the encouraging yet dangerous part of marketing: people want to trust other people and they want to be swayed. That’s the human condition.6. The FounderRotten Tomatoes Score: 83%The Founder tells the story of Ray Kroc, a 52-year old milkshake machine salesman who discovers McDonald’s, a small yet remarkably efficient burger joint, and transforms it into the largest fast food empire in the world. But even though Kroc’s grit and determination to catapult McDonald’s into the chain restaurant hall-of-fame is admirable, his broken moral compass and conniving methods are despicable. Throughout the movie, you learn the McDonald’s empire is built upon a heap of controversial business moves. It makes you question where you yourself should draw the line between doing whatever you can to fulfill your dreams, and being morally good.7. The Pursuit of HappynessRotten Tomatoes Score: 67%Chris Gardner has one of the most inspirational life stories out there. While watching his biographical film, you experience the euphoric highs and heartbreaking lows of his life as a homeless, unpaid intern raising a 5-year old son on his own. But his ambition, perseverance, and love for his son ultimately drive him towards success, giving this movie a very happy ending.8. The JonesesRotten Tomatoes Score: 63%The Joneses’ are the perfect family. They’re good looking, charming, and have the perfect life. Too bad it’s all fake. They’re actually a group of professional salespeople who leverage their influence to promote products to their community. You haven’t seen influencer marketing until you’ve watched this movie.  Marketing Resources Originally published Feb 12, 2018 6:00:00 AM, updated February 12 2018 Topics: Don’t forget to share this post!last_img read more