Category Archives: Marketing

Marketing Tips – Advertising

Who Actually Clicks on Banner Ads? [Infographic]

click-banner-ad

Website visitors are banner blind.

And if they do pay attention to the display ads cluttering their online experience, they can put a stop to irrelevant messaging by installing an ad blocker. Hey, it’s tough for any brand to compete with plug-ins that can replace banner ads with pictures of puppies and kittens.

But this isn’t to say banner ads are all bad. In fact, there have been some pretty creative uses of the display format. But overall, people are tired of being bombarded with ads that don’t apply to them or are ill-timed. They lost trust, so they stopped clicking.

But who are the ones actually clicking on banner ads out there? Prestige Marketing figured this out and created the below infographic. The information should make any brand commit to native advertising if they haven’t already. Check it out.

banner-ads

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Source: Hubspot

Talking Happy: 10 Phrases That'll Make Your Customers Smile [SlideShare]

talk_happy-1

This post originally appeared on the Sales section of Inbound Hub. To read more content like this, subscribe to Sales.

Happy ears aren’t such a good thing in business. But happy voice? A very good thing. 

Even the slightest error in phrasing can put a prospect off — which means salespeople spend a lot of time thinking about the particular words they use to pitch their products and converse with buyers.

But no matter how hard a rep tries to weed out all of the overtly negative or unnecessary terms in their vocabulary, there are always going to be a few that fly under the radar.

Even though certain words don’t seem insidious on the surface, they can strike prospects the wrong way. Offputting words = frowning prospects. And frowning prospects don’t sign contracts. 

What are some of these deal-destroying words? Kayako has identified such 10 verbal culprits in this SlideShare, and provided happier suggestions that will make both salesperson and buyer smile. Turn those frowns (and perhaps any negative sales trends) upside down.

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Source: Hubspot

Balancing Engagement and Marketing: Cut Clutter and Start Crowdsourcing

work-life-balance-meditation

The trend for organizations worldwide is to let customers do the talking, and it works! Customer reviews are trusted 12 times more than a marketing piece from an organization. So they’re bidding farewell to the days of static brochure-ware websites. From Coca-Cola to the American Institute of Architects, organizations realize that a community of educated and passionate members is an incredible source of trusted, user-generated content and opinions.

The last 10 years have seen an explosion of online outlets for anyone to share their opinions, positive or negative. Organizations can’t filter or ignore the voices, nor should they. Instead, every organization should be planning how they want to galvanize these audiences and bring them together to share and interact. 

Listen to Social Channels and Communities

It’s simple: crowdsourcing your content helps customers find you, and in turn become your biggest fans. Organizations are missing out on potential valuable data and opportunities if they’re not actively listening for mentions of their brand—and even competitors’ brands—on social channels and communities. It’s these online community platforms that can help achieve a balance of engagement while still taking advantage of marketing automation systems, all with honest content.

So harness your activity taking place online—whether in the form of positive tweets about your brand or negative tweets about a competitor, blog posts and comments about your latest products or services, or shares/likes on Facebook and other social platforms. Now add that to an existing customer’s record or use it to generate new leads.

Being able to capture all this data about individuals and tie it to their records, then tag that activity for action in the form of customer service or reaching out to a potential sales prospect, is what crowdsourcing is all about and why it’s valuable.

How You Can Use Customers’ Content

As an example, we at Higher Logic love Microsoft Dynamics’ Communities and their story. They decided to combine their corporate and community sites into a single source of information and engagement for their members. Streamlining everything from live events, membership renewals and member-specific discussions, they focused on experience rather than the traditional marketing fluff. 

Microsoft Dynamics took advantage of their vocal and active users groups to move away from separate channels—knowledge bases, blogs, documentation, etc.— and implemented a hub, in their case an online community, for customers, prospects and partners to share ideas. They cut the clutter and streamlined their entire online presence.

Customers are on to the outbound marketing tactics, and they see it as a daily rouse. So marketers should move on, as well. If we put customer and marketing content on the same plane (or in Microsoft Dynamics’ case, the same online community), then the long-term benefits will follow. Opinions, discussions, blogs and more become popular collateral, the best SEO content, and what ultimately will improve the organization’s inbound marketing strategy.

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Source: Hubspot

Should You Hire Marketing Specialists or Generalists?

specialists-generalists

This post originally appeared on Agency Post. To read more content like this, subscribe to Agency Post.

For many years now a debate has been raging on about whether it’s better to hire a marketing generalist or a specialist. Each one has its camp of rabid supporters and detractors touting various benefits to hiring managers of one and warning of the problems should they dare go in the other direction. From our point of view, both have their place in your organization — it all depends on your specific situation.

Your resources, your company’s goals, what’s expected of marketing, and the competitive brand landscape you’re operating in should be the first factors you consider. (We’ve all been in that awful spot when our wants are more than our resources and circumstances will allow.)

Assess Your Situation

In the hunt to find the right people to grow your business, you first need to sort out some important factors. We put together this short assessment to help you do just that. It’s by no means perfect, but it’s a good first step that should help you clarify initially which direction to lean towards.

 

1

2

3

Business/

Marketing Goals

Reasonable Stretch Over the Top

Budget

Insufficient to reach goals Sufficient to reach goals More than enough to reach goals

Staff Size

(Full Time)

1-6 7-20 21+

Competition/

Positioning

Weak to strong

Highly differentiated

Strong

Moderately Differentiated

Overcrowded

Little to No Differentiation


DIRECTIONS

  • In each row, circle the one box that most closely describes your situation.
  • Count 1 point for each circled box in column 1, 2 points for each circled box in column 2, and 3 points for each circled box in column 3.
  • Add them together to get your total.

SCORING KEY

  • If your total is 7 points or less, a generalist may better fit your circumstances.
  • If your total is over 8 points, a specialist may be needed to take you to the next level.

If you’re an agency trying to decide whether to hire a specialist or a generalist to support one or more client’s accounts (rather than to grow your agency’s business), use your client’s situations to make your selections. For instance, the marketing goals you’ve agreed to, the budget they’ve allocated, how many full-time staff you’ve attached to their accounts, and their brand competition and positioning.

The Pros and Cons of Your Options

The Generalist

Pros

  • Broad diversity of experience, knowledge, and skills.
  • Open-minded, curious.
  • Leverages everyone’s talents to support the agency overall.
  • Pushes everyone to play at a higher level.
  • Creative and resourceful.
  • Comfortable with ambiguity and uncertainty
  • Flexible and adaptable — embraces change as an opportunity to grow.
  • Easily moved into new role and can be retrained.

Cons

  • Resists going deep into any one discipline, finds it confining.
  • Inquisitiveness can feel intrusive to others.
  • Has to rely on others for in-depth information.
  • Less efficient execution because of juggling tasks in multiple disciplines.

The Specialist

Pros

  • Deep discipline-specific experience, knowledge, and skills.
  • Content experts, provides in-depth information to their peers if asked.
  • Focused on tasks and getting things done.
  • Extremely efficient and fast execution.
  • Develops new processes, testing and vetting it with their colleagues.
  • Quickly and easily diagnoses problems, offer solutions.
  • Close-knit networks of other experts they can turn to for assistance.

Cons

  • Limited to no knowledge or understanding of other marketing specialties.
  • Ingrained in their discipline’s accepted frameworks and methodologies.
  • Solutions tend to be formulaic instead of tailored to the specific situation and don’t always understand ramifications of their solutions.
  • Can’t assign tasks outside their expertise.
  • Doesn’t handle change well; can be inflexible.
  • Hard to retrain.

Dialing It In

Deciding which way to go is not all that simple. Even with our assessment, you still need to consider what the costs will be to your company if you go one way or another. And we’re not just talking about the hard dollar costs and your cash flow. Those are of course extremely important.

We’re also talking about the opportunity costs. Think about what will happen if you don’t hire a specialist (or generalist). How will it help you? How will it hurt you? Will you be getting closer to or further away from the vision you have for your company? Will you be reinforcing your company’s positioning or taking away from it?

At the end of the day, you need to be able to sleep and rest easy with whatever your decision is. Enlisting the support of your leadership team and the rest of your company is crucial at times like this. Because growing pains will always be with you.

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Source: Hubspot

Instagram Photography Tips for Beginners

instagram-2

Are you new to Instagram and perhaps a little intimidated by where and how to start sharing your photos? You probably started on Instagram by looking around at some of the big brands that are really active (Nike, GoPro, Starbucks), and developed a little case of “social media analysis paralysis”. “SMAP” is what happens when you want to post something that is noteworthy, sharable and will possibly “go viral”. You spend so much time analyzing and trying to get “just the right shot”, that you end up doing nothing at all. 

It’s not rocket science. Besides, Instagram makes it even easier by giving you some great tools right at your fingertips to make you look like a pro.  Here are a few basic tips to keep in mind when you’re framing your shot for sharing on Instagram.

For demonstration purposes, I’m using a photo of Helo, who happens to be one of my favorite subjects. The example below is the unedited photo directly from my photo library uploaded into Instagram. Though it’s centered within the grid, it’s pretty uninteresting.

Basic Composition

Remember the “rule of thirds”. Think of your photo as a grid with nine squares (See photo below). If you’re shooting your photo directly in Instagram, it takes care of this for you so you don’t have to imagine it. Position your subject matter along these lines and you’ll get a much more dramatic shot. 

If you’re loading a photo into Instagram (as I did) that wasn’t taken within the app itself, never fear. When you select the photo you want to use, the grid is overlaid automatically.

Use the grid to position, scale and crop your subject along the lines and create the drama that way. For example, when I enlarged and repositioned Helo’s face I used the upper, right two thirds of the grid.

Lighting

Pay attention to where the light source is in your image. If you’re shooting outdoors, having the sun behind you is great unless your subjects are people. They may be squinting to keep the sun out of their eyes if they are facing you directly.

By the same token, you don’t want the sun behind them either. Shooting directly into the sun makes it difficult to properly light the faces of your subjects.  Early morning and late afternoon sun can create interesting impact with a lot of contrast.

If you’re shooting indoors, you may or may not want to use your flash. You have the option to play around with it if you’re using the camera app on your phone instead of using Instagram. In other words, to select and post only your best photos on your IG profile, try taking the same shot with and without a flash with just your phone’s camera.   

Using the same example, the lighting was good and I loved the angle. It just needed a little tweaking.

Fun with Filters

Possibly the coolest thing about Instagram is the filter feature. Here is where you will want to experiment and find your favorites – there are over 20 to choose from.

When you’re using this feature, once you have selected the filter you want to apply, tap it twice and you can change the degree to which the filter is applied if you want something a little more subtle. This is also the area to select a frame for your image by clicking on the box.

Here are a few of my personal favorites that you may want to try (left to right):

  • Lo-Fi – Creates a really dramatic image without any other adjustments.
  • Earlybird – Great for a TBT (Throw Back Thursday) image; looks like an old Polaroid.
  • Inkwell – Nothing quite like a classic black and white image.  You may want to play with the contrast a bit to get just the right look.
  • Nashville – If you use this one, definitely apply the frame. It will give your image the look of an old piece of film. 

Try the Tools

If you prefer to “do it yourself” when creating images for your followers, then skip the filters and try out the tools. IG has quite an array of editing tools. For example, if you have items in the background that you can’t remove by cropping, use the “tilt shift” tool to blur everything except what you want to be in focus. For this tool, choose either “radial” or “linear” and use your fingers to change the area that you want in focus. You can also use “vignette” in the same manner; to direct focus to the part of the image that you want to be noticed.

Mind your Settings

One rather important thing to remember about Instagram: if you are taking photos within the app itself (not just uploading them there), filtered photos are only saved to your camera roll or gallery AFTER you have shared them. To make certain that the original photo is saved, go to Options under your Instagram profile and turn on “Save Original Photos”. 

Leverage your Content

When you’re ready to post your posts, you have the option to cross post in other social channels such as Facebook, Twitter, Tumblr, Flickr, and Foursquare. If you have a larger audience on any of these, it’s a great way to let them know to find you on Instagram.

Important note: In order to post Instagram photos to Twitter and have them show up in your feed, you’ll need to use a tool called “If This Then That” (IFTTT.com). This handy little tool will bypass Instagram turning off Twitter cards when you post a photo. (Without this tool, your Instagram photos will simply show up in your tweet as a link to the Instagram site.)

Scheduling your Posts

If you’re using Instagram to build engagement as you are with other social media channels, there may be times when you need to schedule a few posts ahead of time. Here are a few schedulers out there specifically for Instagram that you may want to check out:

Now you have all the basics. Grab your phone and get started. I can’t wait to see what you come up with. If you want to see more pictures of my crew, you can follow me on Instagram.

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Source: Hubspot

10 Easy Ways to Make Your Commute More Productive

commute

It’s easy to think of commuting as a total waste of time. When you’re standing on the train platform or waiting at a traffic light, every minute that ticks by can seem like a minute lost from an already jack-packed day at work.

But there’s good news for those of you who wish you could spend that time more productively. There are a lot of fun, creative apps out there that help you make use of that time — whether it’s a 10-minute walk or a 60-minute bus ride. (Drivers: We don’t advocate the use of any of the apps on this list that involve reading or typing.)

Check out this roundup of 10 free mobile apps that’ll make your commute more productive. Try them out, and hey — you might even start looking forward to your trips to and from the office.

(Looking for other productivity tips? Read up on the science of productivity here.)

1) Create your to-do list for the day.

Apps: Wunderlist, Evernote, Dragon Dictation

If you’re the kind of person who likes to get organized first thing in the morning, spend some time listing the things you need to accomplish that day. The extra time you’re able to take thinking about each task could help you prioritize and set realistic expectations.

There are a number of to-do list apps out there, but Wunderlist and Evernote are among the best. They sync between your mobile devices and your personal computers and allow you to drag and drop tasks between days and categories, as well as set alerts and due dates. You can even share lists and notes with others. Here’s a screenshot from the Wunderlist app:

wunderlist-screenshot

Image Credit: Rachel Devine

For you drivers out there, you can use the free app Dragon Dictation to get your to-do list (and any other thoughts) down on your phone. Simply speak while the app is recording, and your text content will appear. If you’re an avid Evernote user, note that Evernote also has a voice recording function, too.

dragon-dictation-screenshot

Image Credit: OT’s with Apps & Technology

2) Clear your inbox.

Apps: Gmail, ASAM

There’s something so satisfying about arriving at the office with a clean inbox. That’s why I like to go through emails and delete anything extraneous before I even get in to work. It saves me at least a half hour and a loss of momentum during my most productive time of day.

If you’re driving, you can use ASAM — a free app from AgileSpeech — to “read” your emails. The app will read your emails, out loud and word-for-word. (And when I say word-for-word, I mean it reads everything — disclaimers, signatures, and other information you might’ve skipped otherwise.) When the message is finished, the app will “ding” and you have the option to dictate a reply.

ASAM-screenshot

Image Credit: Agile Speech

3) Set and check in on your goals.

App: Coach.me

How are those New Year’s resolutions going? I thought so. A great way of keeping track of your goals — and make sure you’re setting them in the first place — is by checking your progress regularly and finding ways to stay motivated. The free version of the Coach.me app lets you set personal and professional targets, get reminders, and choose whether to make your achievements visible to a community of active users so you can gain (and give) support. And for $14.99, you can hire a coach to actually help you achieve them.

coach-me-app

Image Credit: Coach.me’s blog

4) Learn a language.

App: Duolingo

Ever wanted to learn a new language or improve those barely-there French skills you acquired in college? Duolingo is a fantastic (and free) app that makes learning languages fun. Each lesson is short, painless, and super visual. Slate called it “the most productive means of procrastination I’ve ever discovered.” Be warned, though: It can get addictive.

duolingo-screenshot

Image Credit: Google Play

5) Listen to a podcast or audiobook.

Apps: Stitcher, Podcasts, This American Life

If you’d rather not spend any more time staring at a screen during your commute, then listening to a podcast or audiobook can be a really pleasant way to spend any length of time. Plus, you’ll learn a lot of really cool information you can impress your friends with later.

The free app Stitcher lets you make playlists of all your favorite podcasts.

stitcher-screenshot

Image Credit: TheNextWeb

As for which podcasts to listen to, our favorites include:

Looking for something else? Take a look at Stitcher’s list of Top 100 Podcasts.

6) Read the articles you’ve bookmarked.

App: Pocket

Using the Pocket app, you can save articles (and videos, and pretty much any type of content) in one place for easy reading on your commute. You can save content directly from your browser, emails, or from over 500 apps like Twitter, Flipboard, Pulse, and Zite. So while Evernote is a great app for long-term content storage, Pocket is perfect for bookmarking stuff to read later.

pocket-screenshot

Image Credit: 451 Heat

7) Read the newest posts from your favorite online sources.

Apps: Feedly

Want to catch up on the latest content from your favorite blogs or online news sources? Feedly is an RSS reader that lets you subscribe to the publishers you never want to miss a post from. You can separate them into different lists, mark articles as “read,” and even browse for new content.

feedly-screenshot

Image Credit: Feedly’s blog

8) Get your social media fix out of the way.

Apps: Facebook, Twitter, LinkedIn, Pinterest …

Chances are, browsing and posting on your personal social media accounts isn’t a part of your job. Help resist the urge to check your news feeds and notifications at work by doing it to your heart’s content during your commute.

9) Clean up your Twitter feed.

App: Twindr

Ever scrolled through your Twitter feed and realized you’ve been following people a liiittle too liberally? Twindr is a free app that works kind of like Tinder, but for unfollowing people on Twitter. All it takes is a few quick swipes to clean up your follower count.

twindr-screenshot

Image Credit: Gizmodo

10) Set a step goal for the day.

App: Fitbit, Withings

A great way to get more exercise and burn more calories throughout the day is by building incidental physical activity into your daily routine. If that sounds like your style, use an app like Fitbit or Withings to set step goal for each of your commutes. (While these companies sell expensive devices that sync with their apps, they have the ability to measure your steps for free.)

Each morning and afternoon, try to hit your goal. If you drive, park your car some distance away from the office and walk the rest of the way. If you take the train or a bus, get off a stop or two early and walk the rest of the way. If your mode of transportation gets delayed, get your steps in by walking back and forth on the platform.

What do you do to make your commute more productive? Share with us in the comments below!

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Source: Hubspot

57 Basic Marketing Analytics Terms Everyone Should Know

analytics-glossary

When you create a report or analyze your marketing metrics, does it ever feel like you are reading another language? There are tons of terms to describe what you’re looking at, and often, the terms sound very similar to each another. Never mind when you start using several different analytics platforms, you’ll find different terms for the same metric. 

In the midst of analyzing your marketing, decoding the terminology you’re coming across should be the last thing you spend energy on. 

So, we decided to put together a handy glossary of the most common marketing analytics terms you’ll find in your analytics software. Check it out below, and be sure to bookmark this page for the next time you’re diving into your analytics — it could save you a lot of time. 

A

All Interactions

This is an Attribution Report model in HubSpot that gives equal weight to every URL or source someone visited before converting.

Annotations

These are notes on specific parts of a chart in Google Analytics to help you better keep track of certain things that happen in your marketing. Usually, these are left on parts of a graph that are outliers. All people using your Google Analytics account can review annotations at any time. 

Attribution Model

An attribution model tells your analytics program how you want to weigh the importance of different touchpoints. For example, if you want every single page to be given equal weight (or credit) for the conversion, you will choose an All Interactions Model for HubSpot and a Linear Model for Google Analytics. If you want only the first page a visitor ever saw before they ultimately converted, you would choose a First Interaction (or First Touch) model. 

Attribution Report

Attribution reports allow marketers to create advanced reports by URL, source, or referrer to better understand what marketing efforts lead to conversions throughout the funnel. For more details on HubSpot’s Attribution Reports, see this article. For more information on Google Analytics’ Attribution models, see this article.

attribution report

B

Bounce Rate

The percentage of people who land on one of your web pages and then leave without clicking to anywhere else on your website — in other words, single-page visitors. This metric is found in Google Analytics.

C

Channel Grouping

This Google analytics feature allows you to group marketing activities together. Using the Acquisition Reports, by default, you can view and compare metrics by channel name, traffic source, medium, or campaign name. You also can set up custom channel groups. Learn more about doing that here.

Companies Properties

Companies Properties in HubSpot contain important information about the contact’s company, such as the company name and the website URL. You’ll find these properties in individual Contact records and in the Companies Report.

Contact-to-Customer Conversion Rate

The number of customers divided by the number of contacts for the selected time period. This metric can be found in HubSpot.

contact to customer

Contacts

A contact is someone who has submitted their information in a form on your website. Contacts can be in different Lifecycle Stages such as lead, marketing qualfied lead, customer, and evangelist. The term contacts can be found in HubSpot.

Contacts Properties

Contacts Properties in HubSpot contain important information about the individual, such as the contact’s name, email, and address.

Content Grouping

The ability to view and compare metrics that have been aggregated into a group. You can analyze the group’s aggregated data, individual URLs, page titles, or screen names in Google Analytics.

Conversion Rate

The number of people who converted on your website (typically filling out a form or another action you have predefined) divided by the number of people who visited your website.

Conversion Type

This option will let you define what a conversion is in the report you’re running. For example, in HubSpot, you could select “Became a Lead Date” to figure out when your visitor turned into a lead. You could select “Became a Customer Date” to figure out when your lead turned into a customer.

Cookies

A cookie is a small piece of data that is stored in a user’s browser. Cookies are used to track how many times a website is visited.

D

Dimension

A characteristic of your data that you can use in filters. In Google Analytics some default dimensions include browser, landing page, and campaign.

Direct Traffic

When someone visits your site by directly typing in a URL. For example, if I open Chrome or Safari and type in “http://hubspot.com,” that would count as direct traffic in HubSpot’s analytics.

Dollar Index

How influential a page is to conversion, measured in Google Analytics. The higher the number, the better. 

E

Engagement Rate

The engagement rate shows how long a person is on your website. It takes into account time in addition to the number of pages viewed. For example, if only one page is viewed, that visitor receives an engagement rate of 0. This metric can be found in Google Analytics.

Entrances

Entrances is the number of times a session in Google Analytics begins. For example, let’s say someone went to your homepage and a landing page before leaving your website. There would be one entrance counted on your homepage, and zero entrances counted on the landing page. That’s because someone came to your website for the first time when they saw your homepage.

Events

Events allow you to measure a website visitor’s activity on your website. In HubSpot, Events can be created without any code using the Events bookmarklet to track a user’s behavior on your website. To read more about HubSpot’s Events, see this blog post.

In Google Analytics, Events can be tracked on your website or mobile but requires more setup. To read about how to set up Events using Google Analytics, see this post.

Pricing Page with Events Bookmarklet

F

Filter

A setting that allows you to alter the data that is displayed in your reports. If you have a report with page URLs and only want to see the URLs from your blog, you should type in blog.YOURCOMPANY.com to view only your blog posts. The process of only showing these posts is called filtering.

First Interaction

This is an Attribution report model in Google Analytics that gives 100% credit to the first touchpoint before a conversion.

First Touch

This is an Attribution Report model in HubSpot that gives 100% of the credit to the first URL or source visited by a contact on your site.

First and Last Interaction

This is an Attribution Report model in HubSpot that gives 50% of the credit for the conversion to the first URL and 50% of the credit for the conversion to the last URL.

First and Last Touch

This is an Attribution Report model in HubSpot that gives 50% of the credit for the conversion to the first referring URL or source and 50% of the credit for the conversion to the last referring URL or source.

Funnel

The steps someone takes from the first time they are a visitor on your website along the way to becoming a customer.

H

Hit

A hit is a name for user interactions. Example of hits include pageviews, transactions, items, events, social interactions, or user timing. This term is used in Google Analytics.

I

Interaction Score

The interaction score is in HubSpot and tells the Attribution Report what data to look at as well as what Attribution model to use in the analysis. For example, the Attribution Report can be pulled by URL, referrer, or source. And then the different model can be chosen.

interaction score

L

Last AdWords Click

This is an Attribution Report model in Google Analytics that gives 100% of the credit for the conversion to the last AdWords click.

Last Interaction

This is an Attribution Report model in HubSpot that gives 100% of the credit to the URL someone converted on.

Last Non-Direct Click

This is an Attribution report model in Google Analytics that gives 100% of the credit for the conversion to the last channel a customer clicked through before converting. All direct traffic is ignored in this model.

Last Touch

This is an Attribution Report model in HubSpot that gives 100% of the credit for the conversion to the last channel or URL someone went to in the session before they converted.

Lifecycle Stage

A property that shows where contacts are in your marketing funnel. In HubSpot these lifecycle stages include Subscriber, Lead, Marketing Qualified Lead, Sales Qualified Lead, Opportunity, Customer, Evangelist, and Other.

Linear

This is an Attribution report model in Google Analytics that gives each touchpoint in the conversion path equal credit for the conversion. In HubSpot, this is called all interactions.

List Segmentation

The ability to group contacts based on similarities. For example, you can group people based on similar contact or companies properties, form submissions, email actions, pages views, and more. For more details on how to do this in HubSpot, see this blog post.

interaction score

O

Organic Search

When a visitor originates from a search engine. This includes, but is not limited to, Google, Bing, and Yahoo.

P

Pageview

When a page is loaded or reloaded in Google Analytics.

Paid Search

When a visitor originates from a paid search advertisement.

Position Based

This is an Attribution model in Google Analytics that gives 40% of the credit to the first and last interaction and 20% of the credit distributed evenly to the middle interactions.

R

Referrals

When a visitor comes to your site from other websites.

Revenue Report

A revenue report attributes company revenue to different marketing activities. For example, using HubSpot, you can run a Revenue Report based on how much revenue your email marketing or social media efforts have generated.

revenue report

S

Segments

See List Segmentation.

Sessions

See visits. Sessions is the term Google Analytics uses.

Score

In HubSpot Attribution Models, each URL or source is given a score based on its value. A high score means that the URL or source drives more conversions whereas a low score means that the URL or source is not driving a lot of conversions. The score is calculated based on the Attribution model you select. For more information on scores, see this article.

Simple Decay

This is an Attribution Report model in HubSpot that gives the six most recent interactions credit for the conversion. For example, if you visited seven pages before converting to a lead, it would give credit to the final six pages you visited. Page seven would get 50% more credit than page six. Page six would get 50% more credit than page five. And so on.

Sources

The marketing channels that you use. HubSpot provides a Sources Report that gives details into the visits, contacts, and customers generated as a result of different marketing channels.

sources

T

Time Decay

This is an Attribution Model in Google Analytics that gives the touchpoints that were closest in time to the conversion to get more credit. In HubSpot, the most similar model is Simple Decay, but this doesn’t take time into consideration.

Time on Page

The time someone goes to the next page minus the time a visitor originally came to the page. This metric is calculated in Google Analytics.

Time on Site

The average amount of time a visitor spends on your site within a certain time period. Many marketers use this metric to get an idea of the effectiveness of their website. The longer someone spends on your website, the more effective your website probably is. This metric is calculated in Google Analytics.

Touchpoints

Touchpoints are the different interactions someone has with your company. Touchpoints include, but are not limited to, the different pages on your website viewed along a visitor’s journey.

Tracking URL

A regular URL with a token (usually called a UTM parameter) attached to the end of it that helps keep track of where the view originated. For example, the tracking URL http://blog.hubspot.com/marketing/30-day-blog-challenge-tip-27-sr?utm_campaign=%23blogfor30&utm_medium=social&utm_source=linkedin means that it is part of the Blog for 30 Campaign, and the view came from Social Media and more specifically LinkedIn.

tracking URL

U

Unique Visitors

A brand new visitor coming to your website for the first time.

V

Visit-to-Contact Conversion Rate

The number of new contacts divided by the number of visits for the selected time period. This metric can be found in HubSpot.

visit to contact

Visit-to-Customer Conversion Rate

The number of customers divided by the number of visits for the selected time period. This metric can be found in HubSpot.

visit to customer

Visitor Flow

A Google Analytics app that allows you to see the path people take when on your website.

Visitors

The people that visit your website or mobile app.

Visits

This is the term that HubSpot uses. In Google Analytics, it is called sessions. Any time a visitor reaches your site from an outside domain. A visit will end in HubSpot when someone leaves your domain by visiting an external site or closing his or her browser. A visit will end in Google Analytics after a user is inactive for 30 minutes or more.

What other terms would you add to this glossary?

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Source: Hubspot

10 Sites for Free, Non-Cheesy Stock Photos

cheesy

We’ve all heard the mantra, “don’t settle for anything less than you deserve.”

Yet for some strange reason, marketers continue to push out cheap stock photography to serve as a representation of their brand. 

They fall back on the excuse that they simply don’t have the time to spend on figuring out copyrights and attribition rules, but fail to recognize the influence it has on a prospect’s perception of them. 

The truth is, high-quality stock photos don’t have to come hand-in-hand with a hassle or high price tag. To prove it, we’ve compiled a list of 10 awesome sites for free, non-cheesy stock photos. 

1) Death to the Stock Photo

Death_to_the_Stock_Photo

When Founders and photographers, Allie and David, noticed a how challenging it was for businesses, bloggers, and creatives to find free high-quality images that fit their “vibe and tribe”, they stepped in. 

As a result, Death to the Stock Photo was born. 

Simply submit your email and enjoy a new batch of photos delivered to your inbox, monthly. 

As if that wasn’t cool enough, this month Death to Stock Photo recently teamed up with Medium to deliver a free photo pack equipped with 10 writing prompts to help you get started on the publishing platform. Free photos and writing inspiration? We dig it.

2) Picjumbo

Picjumbo

Need high quality images for your next web design, sliders, blogs, etc?

Look no further than picjumbo. 

With new photos added daily, there is a wide selection of high quality images to fit a variety of different topics.

The photographer, Vicktor, even offers a paid membership ($6/month), that includes a premium pack of photos sent straight to your inbox every month. The packs include unpublished and upcoming images, as well as complete collections. 

While attribution isn’t necessary, it’s certainly appreciated (we encourage you to spread the love.)

3) Unsplash

Unsplash

Unsplash serves up 10 new “do whatever you want” photos every 10 days.

What we love most about this resource is the uniqueness of the photos. With pages upon pages to choose from, you can rest assure that you won’t run into any cheesy “Smiling Boss Shaking Hands With Male Employee” shots. 

Not to mention, every photo published on Unsplash is licensed under Creative Commons Zero, which provides users with the freedom to copy, modify, distribute, and use all of the photos without permissions or attribution. 

4) StockSnap.io

StockSnap.io

StockSnap.io proudly claims that they’re “not your typical crappy stock photo site.”

We concur. 

In fact, they’ve won our marketing hearts by dishing out hundreds of high resolution images each week (I repeat, hundreds.)

Believe me when I say that their selection is so interesting and versatile that it’s almost too easy to “fall down the rabbit hole” and come to fifty-something scrolls later.

What’s even better is that all photos are free from copyright restrictions, and no attribution is required. To check out the full license description, click here

5) Startup Stock Photos

Startup_Stock_Photos

“Take ’em, these things are free. Go. Make something.” 

With a tag line like this, it’s tough not to scoop up what Startup Stock Photos has to offer. 

While the name is startup specific, there are plenty of professional options to use no matter what industry you’re operating within. 

From technology to professionals at work to office spaces, you’ll surely have your hands full with free, permission-free imagery. 

6) SumAll

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Much like a drink from your favorite bartender, SumAll refers to their library of free visuals as “Images on the House.”

While some are admittedly a little cheesy (forgive me), their collection of quirky, creative designs are unique enough to help your business stand out in a sea of button-up, over-used stock photos. 

With categories ranging from social media to data to growth, you’re sure to find something that suits your next project. 

7) Life of Pix

Life-of-Pix

Brought to you by Leeroy Advertising Agency in Montreal (and their network of talented photographers), Life of Pix is home to some awesome high-resolution photos. 

All of the images are donated to the public domain, and are available for personal and commercial use. 

As if that wasn’t enough, Life of Pix also has a counterpart, Life of Vid. 

According to their website, Life of Vid serves up free footage videos, clips, and loops, weekly. Like the images, the video content contains no copyright restrictions, and can be easily downloaded on their Vimeo account. 

8) Pexels

Pexels

Pexels is committed to adding at least 35 new photos each week. These photos are carefully hand-picked from a variety of free image sources to ensure that you’re getting only the best of the best. 

All of the photos that make the cut are under the Creative Commons Zero license, meaning that they are free for personal and commercial use with not attribution required.

And thanks to their search functionality, turning up the right photo for your next project is made stupidly easy.

9) Gratisography

Gratisography

With new photos added weekly, Gratisography is another awesome website serving up high-resolution photos covered under the Creative Commons Zero license.

 All of the photos are taken by Ryan McGuire, a “whimsically creative visual artist, based in Ithaca, NY.”

While these photos are a bit more quirky (we’re talking everything from monster feet slippers to vespas to bananas), they are entirely usable for the right project. 

10) Jay Mantri

Jay_Mantri

Jay Mantri adds 7 new “do anything” photos every Thursday. 

As a result, he’s built up an impressive gallery of professional, quality images just for you and me (…and everyone else.)

If I had to describe Mantri’s photos in one word, it’d be “scenic.”

But don’t just take my word for it, go see for yourself…

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Source: Hubspot

When to Post on Facebook, Twitter, LinkedIn & Other Top Social Networks [Infographic]

best-time-post-social-media

You know by now that posting on social media is one of the best ways to amplify the awesome content you’re creating. But it isn’t enough to simply post content to social whenever you feel like it.

Think about it: Is your audience spreading their time spent on social media equally throughout the day? Of course not. Every social network has higher and lower traffic times throughout an average day and an average week. Posting strategically at higher traffic times will help drive traffic to the content you’re sharing on social.

So, when are the best times to post to each of your favorite social networks? Check out the infographic below from QuickSprout to learn when to share on Facebook, Twitter, LinkedIn, Pinterest, Instagram, and Google+.

best-posting-times-social-media

  free social media ebook


Source: Hubspot

How to Create Buyer Personas for Your Business [Free Template]

blog-image-buyer-persona

The first rule of buyer personas: Take the time to create buyer personas.

The second rule of buyer personas: Take the time to create buyer personas!

For anyone who is unfamiliar with the concept, a buyer persona is a semi-fictional, generalized representation of an ideal customer. The best buyer personas are based on a combination of market research and insights that you gather from actual customers through surveys and interviews.

And while buyer personas are certainly great to have, they’re not necessarily easy to create. That’s why we recently updated our free PowerPoint template that walks you through the entire process: How to Create Buyer Personas for Your Business.

The template provides tips on how to gather intel for putting together your personas and includes editable slides for documenting all of your findings.

So, what can you do with your buyer personas once you’ve created them? At the most basic level, you’ll be able to target your content and messaging to different segments of your audience.

For example, instead of sending the same boilerplate email to everyone in your database, you can segment your email list by buyer persona and personalize your email messages based on what you know about your different personas. (Pssst. Looking for more examples of what you can use your buyer personas for? Here are 14.)

Want to get started with your personas? Download the template here, and share it with your coworkers and friends using the click-to-tweet links below.

twitter-logo Click to Tweet: 

 “Create buyer personas for your business with this free template from @HubSpot: http://bit.ly/QymTKY” 

How to Create Buyer Personas for Your Business

Have any buyer persona tips or insights you’d like to share? Leave a comment below!

free buyer persona creation template


Source: Hubspot

Backrubs, Office Goats & Burning Man: 26 Crazy Facts You Never Knew About Google [Infographic]

google-fun-facts

So you’re a master at searching for stuff on Google. But how much do you know about Google as a company?

For example, did you know that the first ever Google doodle was an out-of-office message from co-founders Larry Page and Sergey Brin when they left work to attend the Burning Man music festival? Or that the company rents 200 goats to help with the landscaping on their California campus?

From the origin of its name to their first April Fool’s joke, Google has a fun and interesting history. Check out this infographic from WhoIsHostingThis.com to learn some crazy facts about the world’s most powerful search engine.

crazy-facts-google

  download the essential guide to internet marketing


Source: Hubspot

Just Finished Serial? Here Are 11 Podcasts Every Marketer Should Listen To

podcast

The Internet is an extraordinarily personal medium. People own or use personal devices; rarely is it a shared experience.   Occasionally, something unique will come along to revolutionize the way we do things. I first heard of the Serial Podcast from my wife. On our drive from Denver to Dallas to celebrate Christmas, she asked if I’d like to listen to it. 

We streamed it through our iPad and listened to it together. We discussed each episode, we were both engaged. It was a radio show that we were enjoying together, that we were participating in, that made us think. Every time I drive through west Texas now and see a landmark or town, I’ll think about where I was in each episode as I drove by listening to it.

While Serial is both intriguing and popular, it is not a pioneer, in fact many preceded it long ago. Radio shows such as Amos ‘n’ Andy, Lone Ranger and the Nightly News were broadcast long before many of us were born. Those were the grandparents of podcasts and their popularity will likely never be replicated in the modern world.

What podcasts lack in popularity, they make up for in variety. Whether you want to be entertained, enlightened or educated there are multiple options to choose from. Below are 11 can’t-miss podcasts, that cover the realm of marketing and beyond.

Marketing isn’t just a job, it’s a passion. We don’t wake up in the morning and think about how we have to go to work; we wake up in the middle of the night and think about how we should be working. In a field with so many driven people it’s no wonder that the tools and trends are ever changing. Keep your competitive edge by listening to any of the following podcasts …

1) Duct Tape Marketing

hubspot9_-_Duct_Tape_Marketing

This is the perfect podcast for a small business marketer. Large corporations have budgets and teams and resources that a small business owner or marketer can only imagine. This podcast is geared toward giving advice and tips to the small business marketer. There are hundreds of marketing podcasts available, but if you are like most companies and don’t have the resources you’d like, don’t give up, listen to Duct Tape Marketing.

2) Social Pros Podcast: Real People Doing Real Work in Social Media

hubspot11_-_Social_Pros

If you are a digital marketer who does not use social media you might be in the wrong business. Social media is a broad topic that requires strategy, education and training, don’t pretend you know everything. I did that once and learned the hard way that I barely know anything. Thanks to Social Pros Podcast: Real People Doing Real Work in Social Media I get insights into other companies’ strategies and learn about platforms that I never would have imagined could be beneficial to a marketer. 

3) Marketing Over Coffee

hubspot10_-_Marketing_Over_Coffee

Marketing is near and dear to most of our hearts.  Rather than listening to the same songs you’ve heard over and over again on your way to or from work, why not keep up with the latest trends of marketing? This informative series comes out every Wednesday. The podcast covers both new and classic marketing. It’s geared toward every kind of marketer. The archives are extensive and well worth your time. 

Of course it’s healthy to have a few diversions. As fulfilling as marketing is, sometimes we all need to clear our head with something fun. The following three podcasts aren’t for everyone, but at least one of them are for most people. Whether you are looking to laugh, get an in depth and humorous view on sports or learn about music from the city synonymous with the word, the following three podcasts are great fun … 

4) The Dan Patrick Show

hubspot2_-_The_Dan_Patrick_Show

Dan Patrick has a dry sense of humor that’s not for everyone, but his sports knowledge is incredible and is second to none. He’s a big name and has the sway to invite big guests to his show.  If want to take your sports listening to a deeper level than last night’s scores, Dan Patrick is the quintessential choice.

5) A Prairie Home Companion

hubspot6_-_Lake_Wobegon

The News from Lake Wobegon is the monologue portion of Garrison Keillor’s weekly show.  His humor is as dry as they come and the wit is sensational.  Follow along closely though or you’ll miss that what’s being said is a joke. Garrison Keillor is a legend in his genre and certainly a podcast worth keeping up with.

6) Music That Matters

hubspot5_-_Music_That_Matters

Long before the Seahawks were attempting to win back to back Super Bowls, or even before they were attempting to win back to back games, Seattle was known for its musical talent. Jimi Hendrix, Nirvana, Alice and Chains and Pearl Jam all got their start in the Emerald City. KEXP from Seattle produces a podcast that features known and soon to be known artists from the Pacific Northwest and beyond. 

Knowledge is power. There’s no more practical or efficient way of gaining power than sitting in traffic on the way home from work. Whether it’s keeping up with currrent trends for clients or keeping up with current events and new ideas the following three podcasts are must listens …

7) The Week Ahead

hubspot4_-_The_Week_Ahead

The Economist puts out a weekly podcast that projects the week ahead in the news. Rather than the traditional news programs that highlight what’s already happened, The Week Ahead discusses what might be in the news the next week. It broadcasts on Friday evenings. 

8) This Week in Google

hubspot3_-_This_Week_In_Google

A big part of marketing is keeping up with trends for your clients.  Outside of being an expert on the internet and social platforms, as my generation intuitively seems to be, I am clueless when it comes to technology. I correlate engineering with college algebra and can’t imagine devoting my education to that, but I’m impressed with people who can. 

Since Google is a company that I rely on daily and a technology driven company, I depend on their podcast to give me some insights into the tech world. It also covers things that are relevant to me such as, Google Ads, SEO and other Google related insights and offerings.

9) NPR: TED Radio Hour

hubspot8_-_TED_Radio_Hour

NPR is perhaps the most respected radio organization in the United States. Any podcast that they produce, which there are many, is worth listening to. TED Radio Hour spotlights an inspiring TED speaker as he or she explains a new innovation or a new way of thinking.

TED Talks have quickly become an industry standard that are watched the world over, now you can listen at your convenience.

10) New York Times Book Review

hubspot7_-_New_York_Times_Book_Review

As marketers our world is oftentimes reading and writing, and all too often about a day later than we should be. When you do have a little spare-time to actually read something for yourself don’t waste your time with bad literature. The New York Times Book Review Podcast will enlighten you about what’s out there.  Authors and critics alike guest star on the program to inform and enlighten you.

Last, sometimes you just need some good old fashioned fun. Say goodbye to the real world and find yourself enveloped in a plot so imaginative that Alice herself would find curious …

11) The Truth

hubspot1_-_The_Truth

For nostalgia’s sake, let’s start with a blast from the past. The Truth is a retro version of radio dramas from the 1930s and 1940s but with superb production values and themes that align with today’s mature listener.  

Listen Up

Serial is, for now, the king of podcasts. Thanks to its popularity many will try to displace it. As listeners we’re lucky to live in a time with so much variety. While the romantic days of radio broadcasts might be long gone, the grandchildren are moving the tradition forward.

These eleven podcasts represent just a handful of the thousands of podcasts available. Find your niche, find some time and tune in for an experience from the past.

Looking for more business-related podcasts to listen to? Check out HubSpot’s new podcast called The Growth Show.  

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Source: Hubspot

What's a Good Email Open Rate & Click Rate? [Benchmark Data]

email-benchmark-data

It’s only natural for people to want to compare themselves to others. Benchmarks give you a reference for how well you’re doing — and some indication of how to improve.

In marketing, some benchmarks are easier to find than others. If you want to see how many social media followers another company has, you can just visit their profiles. If you want to see how their overall marketing is performing, you can plug in their URL into Marketing Grader and compare their score to yours. If you want to see their most popular blog posts, you can quickly and easily find the information using BuzzSumo.

But other benchmarks feel nearly impossible to find. Take email marketing metrics, for example — most companies don’t divulge their open and click rates. And if you’re just starting to invest in email marketing, you have no frame of reference of how well your emails should be performing.  

To help, we pulled some email marketing benchmark data from HubSpot’s 11,500+ customers. Below are some charts and stats to help you figure out what a good open and click rate looks like for the number of email campaigns you send per month, your company size, and your business type.

How many email campaigns should you send per month? 

We all want to know how many targeted email campaigns we should be sending in a month. While we want to stay top-of-mind for our leads and customers, we don’t want to overwhelm and annoy. 

So at what point does email become “too much”? In our customer base, we’ve found that companies sending more than 30 email campaigns a month start to see lower email open and click rates. Note: These are targeted campaigns only sent to a portion of a their database — not an email blast to everyone. 

The sweet spot? Sixteen to thirty email campaigns a month. Companies that send 16 – 30 campaigns a month see a click rate more than 2X greater than the click rate of companies that send 2 or fewer campaigns a month. At this frequency, companies enjoy a median open rate of 32.4% and median click rate of 6.5%. 

email-open-rate-logo

email-ctr-logo

How do open and click rates compare across different company sizes? 

Though 16 – 30 email campaigns per month is the overall sweet spot, when you segment the above results by company size, the results get much more relevant.

Companies with 1 – 10 employees and 26 – 200 employees: Their results mirror the charts above — open and click rates are highest when they send 16 – 30 email targeted campaigns per month. The companies with 1 – 10 employees typically receive a median open rate of 35.3% and a median click rate of 6.9%, and companies with 26 – 200 employees receive a median open rate of 32.3% and a median click rate of 6.3%.

Companies with 11 – 25 employees: Their open rates are highest when they send 31+ email campaigns a month. At that frequency, these companies typically have a median open rate of 32.4%. But that frequency isn’t where they get the most clicks — they get the most clicks at the 16 – 30 monthly email frequency, with a median click rate of 6.7%. 

Companies with over 201 employees: Their optimal frequency was much lower than other company sizes. Their highest median open rate (32.2%) was found at that 3 – 5 monthly email campaign frequency, and the highest median click rate (7.0%) was found during the 6 – 15 monthly email campaign frequency.

Moral of the story? Depending on your company size, you should adjust the number of email campaigns you send each month. 

email-open-rates-cs-logo

email-ctr-cs-logo

How do open and click rates differ for B2B and B2C businesses? 

We also segmented the data based on what kind of business you were in: B2B or B2C.

Open rates are pretty steady for B2B, hovering around 30%. B2C open rates, on the other hand, spanned from 30.5% to 34.9%. The latter click rate was found in B2C companies that sent 16 – 30 email campaigns a month. 

email-open-rates-b2b2c-logo

Though open rates were higher for B2C companies, B2B companies typically had higher click rates.

Clicks on B2B emails increased as more emails were sent. B2B companies that sent 16 – 30 email campaigns per month had the highest median click rate of 6.0%.

For B2C companies, the sending frequency with best results was 16 – 30 monthly email campaigns: B2C companies that sent 16 – 30 email campaigns per month had a median click rate of 5.6%.

email-ctr-b2b2c-logo

There you have it: a frame of reference for how your emails should be performing based on the number of email campaigns you’re sending, your company size, and your business model. The next thing on your to-do list? What you’re going to do about it. 

optimizing email marketing ebook


Source: Hubspot

How Grabble Is Changing the Face of Ecommerce

grabble changing face of ecommerce

We think it’s pretty cool when a company can offer something new to the ecommerce realm. Selling is nothing new, but we’re still exploring the vast possibilities available selling online. That’s why Grabble has us pretty excited. At the moment, this app is only available in the UK, but it’s coming to the U.S. later this year. And it’s seriously cool.

Why? Let’s take a look.

The Trend of Tinder

Dating app Tinder revolutionized the snap decision, didn’t it? Users are presented with a profile and can either swipe left to dismiss or right to explore further. Grabble thought this was a great idea—specifically because users save time they’d otherwise spend on items they know immediately aren’t for them.

grabble tinder example

With the Grabble app on your phone, you can shop the same way you date now. Fill out a short profile, then wade through the profiles of clothes that fit your preferences. Sometimes they’re exactly what you want; other times they can go straight into the bin, never to be seen again.

The Ease of Pinterest

What happens once you decide to “grab” something? This is where the app borrowed from another crazy trend: Pinterest. When you save something, it’s placed in a collection very much like a Pinterest board. On payday, users can go right back to their favorites and easily find the items they want to purchase right away. No more searching through dozens of ecommerce sites to find the one thing from each.

As with Pinterest, users can create their own collections to keep everything separate. Organized online shoppers have finally met their match! These collections are available on the app or on the website, so users can browse wherever they like and then shop wherever they’re comfortable.

grabble pinterest example

The Communication of Individual Sites

Ecommerce companies that have their acts together often send out notifications when items are discounted, which prompts larger numbers of sales. Shoppers who find items through Grabble may never visit the website, which could cut the ecommerce company out of the communication. Fortunately, Grabble thought of everything.

When an item in a user’s collection goes on sale, that user will receive a notice. Savvy shoppers waiting for a great deal to make a move can then purchase, which benefits the brand, the app, and the buyer.

The Power of Data

One other benefit Grabble offers retailers and etailers that partner with the app is data. Glorious, useful data! See, shoppers on an ecommerce site let the company know which items are liked and which are discarded by favoriting or purchasing an item. What happens if the buyer finds those items from a third party?

Well, if that third party is Grabble, the brand can track metrics anyway. With the data from Grabble regarding the styles discarded and those saved to a collection let brands know where to focus their efforts.

Who’s excited to see Grabble change the way American ecommerce happens? The trend hits the States in March, and we’ll be ready.

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Source: Hubspot

5 Little Lead Generation Experiments You Can Run Right Now

generate-leads

“We need more leads.” 

Pretty much every B2B marketer has heard this phrase from their sales team at some point in their career. And after hearing it, most marketers are left in a sticky situation: They suddenly have to do more with the same budget and the same number of hours in a week. 

The good news is that there are lots of things you can do to generate leads without breaking the bank or working every single weekend. In the SlideShare presentation and post below, we’ll go over five quick and easy methods that can boost your lead flow with very little time investment. And if you want even more tried and tested tactics for lead gen, sign up to our free four-week email course Double Your Lead Flow in 30 Days.

1) Use subscribe forms at the end of your blog posts.

Test: To increase conversions, we tried embedding a subscribe form at the end of each blog post rather than a CTA button.

Results: Conversions increased by 20%.

How to do it:

Don’t use a CTA button like this one:

subscribe-cta-1

Instead, try embedding a one-field form like this one:

subscribe-form

2) A/B test your content titles.

Test: We changed the title of an ebook from “The Productivity Handbook for Busy Marketers” to “7 Apps That Will Change the Way You Do Marketing.” 

Result: We increased leads by 776%.

How to do it: 

  • Every time you create a new piece of content, come up with 10 of the best titles you can think of.
  • Once you have your 10 titles, get into a room with several of your peers and whittle them down to the two strongest.
  • A/B test both titles on a smaller sample of people and then go with the winning title for your larger promotion. 

3) Use Facebook dark posts.

Test: Jon Loomer tested Facebook dark posts (News Feed-style ads that don’t actually get published to your Page’s News Feed) with a small budget to calculate potential ROI.

Result: He saw a 35x ROI from investing the better part of his $279.96 Facebook ad investment in dark posts.

How to do it: Facebook Dark Posts are a great way to get really targeted with your Facebook ads. Our partner, Duct Tape Marketing, has a really great blog here to help you get set up with your first one. You can also read Jon Loomer’s success story here. 

4) Use progressive profiling on landing page forms.

Test: ImageScape reduced the number of form fields to see if a client’s conversion rate would increase.

Result: They improved a client’s conversion rate by 120% by reducing the number of form fields from 11 to 4.

How to do it: To reduce the number of form fields on landing page while still collecting the information you need to rotate leads to Sales, you can use progressive profiling. Progressive profiling is a feature that detects whether the user has already filled out another form on your site and lets you replace previously captured fields with a new set of fields.

The specific setup process will depend on the marketing software you have in place, but it will typically involve specifying which questions you want to show to your leads and in what order they should be shown. Read more on progressive profiling here.

5) Test the color of your CTA buttons.

Test: We tested a green CTA button against a red one to see what effect it would have on conversions. 

Result: The red button outperformed the green by 21%.

How to do it: Use your marketing software to run the same A/B test. Test a strong, contrasting color against one that fits in the theme of your landing page — usually, the former will perform much better. 

learn how to double your lead flow in 30 days


Source: Hubspot

The 4 L's of a Successful Lead Generation Strategy

lead-banner

Inbound marketing is here, people. What this means for your business is that your audience no longer wants their attention bought––they want it earned. This means lead generation strategies need to be revamped across the industry to better meet the needs of target markets.

The first step in this evolution is to create compelling content, and the second is to use that content to convert visitors into leads. Of course, this is easier said than done. To highlight the importance of a powerful lead generation strategy, we are going to backtrack a little bit first. Are you familiar with the analogy of the professor who presented his class with the challenge of trying to fit rocks, pebbles, sand and water into a jar as efficiently as possible?

By prioritizing the biggest items and placing them in the jar first, he was then able to optimize the amount of space used. Your business should take a similar mindset when implementing lead generationt tactics into your inbound marketing strategy.

Your Inbound Marketing Strategy Consists of Stones, Pebbles, and Sand

What are the large stones that are the most essential to your strategy? What are the pebbles that serve as secondary, supportive tools for your business? What small stuff or distractions are the “sand” of your business? Most businesses would argue that their customers are their “stones”.

While it is indisputable to say that customers are essential to any business, I want you, instead, to think of them as the water that was used to finally fill the jar. The water was poured in only after everything else was firmly compacted in the jar. Your business can benefit from taking this same mindset in your inbound marketing strategy.

It All Starts with Content

Your content is your stones. Compelling content plays a huge role in generating leads. This includes the tools used to generate traffic, such as your blog, SEO, PPC, and social platforms. Marketers reported that demand for content creation increased by 70.94% in 2013 and has continued doing so. Creating compelling content is your key to establishing yourself as the go-to, educational leader in your industry.

You know what they say: you can catch a lot of flies with honey, but you can catch more honeys being fly. Try that cliche in a bar and it might end with a drink thrown in your face, but adapting that mindset in your inbound marketing strategy could not only improve lead generation rates, but also increase the number of qualified leads your business attracts.

This article will focus primarily on the step that comes after your stones are in place––your pebbles, or the best practices for generating leads using your content. You will quickly understand how companies that are hopping aboard the content train are generating 67% more leads per month than those who don’t.

1) Lead Capture

Odds are that about half of your visitors will never return to your site if you do not adequately capture some bit of information from them. A working email address is the best thing a marketer can ask for here, but visitors are not always willing to give this kind of personal information up. Call-to-action buttons like “Sign up here” have practically become synonymous with “We are going to spam you”, which is why marketers need to find new ways to obtain this information.

opt-in form

Nicholas Kusmich, a Strategic Marketing Consultant and Facebook Ads Specialist, suggests a new rule of thumb for obtaining visitors’ information. Kusmich suggests 2 golden rules be taken into account:

  1. We must give before we ask.
  2. Every step of the marketing process (advertisements and promotions) must be valuable in and of itself.

Kusmich goes more in-depth with these concepts in his article, “2 Golden Rules for The New Era of Marketing”, but for now let’s focus on that first rule.

Can you believe there was once a time, many years ago, where the opt-in email box was practically a luxury? It meant all the information you wanted would be delivered right to the comfort of your home. “What a time to be alive”, we all thought. That day is now long gone. We now find ourselves fending off information from all angles.

Somewhere between installing pop-up blockers and dumping our spam folders, we made an oath to never “Sign up here” again. It is time marketers start gradually breaking down those walls that potential buyers have put up, by using new, mutually-beneficial opt-in methods to acquire their information. The best marketing method for this technique of “giving before we ask” includes using lead magnets, such as the coupon offer in the lead capture form example shown below.

opt in form 2

2) Lead Magnets

A successful client lifecycle requires optimizing the process for converting visitors into leads. Unfortunately, a hole exists between the traffic generation phase and the lead generation phase that often results in one-time visitors who neglect your attempts to capture their information and never hear from you again.

You can seal up that hole with lead magnets. Lead magnets are tools that provide value for your visitors in exchange for their contact information. Businesses use lead magnets such as email opt-ins, subscriptions, and social media follows to fish for some sign of interest from their site’s visitors. The goal of this is to receive permission from visitors to follow up. Some examples of lead magnets include free:

  • Training video series
  • Free trial
  • Webinars
  • ebooks
  • White papers
  • A set of bonus tips
  • An interview with an expert on a relevant topic

These free-of-charge educational tools will confide your visitors in your offering, allowing you to both obtain their email address and educate them on your business.

symmetry gym

3) Landing Page Conversion Techniques

Another huge asset to your business when trying to convert visitors into leads are landing pages. This can be any page that someone lands on after clicking on an advertisement or other online marketing elements. It is also important to note that landing pages exist separately from your company’s website, and typically are used as a tool for a single marketing campaign.

A free, basic course on creating successful landing pages can be found on thelandingpagecourse.com. You can also learn lots of landing page tips and best practices from HubSpot’s existing blog posts on landing pages. We will go over some of the basics of effective landing page design right now, but definitely check out those resources later on for a more in-depth breakdown of the different components involved.

Landing pages serve the dual purpose of capturing leads and warming up potential customers. Both of these are essential stepping-stones before moving a customer further down your sales funnel. Additionally, there are two types of landing pages:

1) Lead Generation Landing Page                     

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2) Click-through Landing Page   

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Lead generation landing pages are used to capture a user/company’s information in exchange for something. This relates back to the concept discussed earlier, of “giving before we ask”.

Click-through landing pages are used to attract the visitor to the specific product or service that you are trying to sell. The goal is to educate your visitor with enough information that they proceed to make a purchase.

Landing pages have one call-to-action in mind. Instead of overwhelming visitors with information regarding your business and all the products and services you offer, it is essential that you narrow the focus down to one specific goal in mind. Be sure to cut out any excess information that isn’t essential to the campaign, and be sure to include only one form or call-to-action link for them to utilize.

The most important element of your landing page is that it delivers the promise that your ad source made. If your ad says “Get 50% off computers here”, you need to reassure the visitor as soon as possible on your landing page that you will deliver that. One way to do this is to make the call-to-action on your ad source the headline on your landing page. Another way is to make sure the font, coloring, and images used in your ad are duplicated on your landing page to some degree. Look at the example below for a good example of an ad course that complements its landing page:

Ad Source

full-sail-lead-gen-purple-adTarget Landing Page

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4) Lead Scoring

Lead scoring is a component of marketing automation software that helps prioritize your leads according to their levels of engagement with your inbound marketing content and ultimately help you figure out who is ready to buy. It can also help you identify what they are interested in if setup correctly. This technique is used to quantify interactions that prospects have with your content by assigning points for different types of engagement. An example of the different types of engagements and their point values might look like this:

  • Download an ebook – Add 5 points
  • Watch a product overview video – Add 7 points
  • Job role not a good match – Deduct 10 points
  • Fill out opt-in form – Add 7 points
  • Unsubscribe from a list – Deduct 7 points

Surprisingly enough, 79% of B2B marketers have not established a lead scoring strategy. Lead scoring provides your company with real-time feedback on how responsive your leads are to your marketing efforts. It can also indicate people who are ready to buy from you, but haven’t yet been in contact with you.

This point-based approach to recognizing and analyzing a company’s hottest leads will save your business time and money when reaching your target market and capitalizing on sales opportunities. With your hottest leads identified, your business can communicate with these leads confidently knowing that they are already aware of and interested in your business.

Conclusion

Lead generation plays a role in every business’s marketing strategy. Think about how many business’s sites you have visited since the dawn of the internet that you will never return to again. Not only did those businesses fail to capture your attention at that given time, but they failed to reconnect with you in the future.

This is a result of neglecting the lesson discussed in the jar analogy––prioritizing the different elements of your marketing strategy so that a foundation is in place for you to build an efficient and effective approach around. With your content in place, your business can begin using lead magnets, lead capture, effective landing page design, and lead scoring to optimize lead generation rates and create an overall better performing inbound marketing strategy.

So what can you do right now to start optimizing your lead generation strategy and stay on top of other trends taking place in the industry? Stay ahead of the curve and download our free ebook going over inbound marketing trends this year and our predictions for 2015.

New Call-to-action


Source: Hubspot

The Reason Companies Miss Their Revenue Goals, In One Chart

funnel-metrics

We all want to crush our goals month in and month out. Right?

But just because we want to crush our goals doesn’t mean it always happens. We’ve all had a time in our career when we didn’t achieve our company’s goals.

It happens more often than you’d think. In a recent study, we found that only 23% of people were exceeding their revenue goals. Fifty-two percent were simply achieving their goals, and 20% weren’t meeting them at all. 

And there was one very clear pattern among those who weren’t exceeding their revenue goals: 74% didn’t know their visitor, lead, MQL, or sales opportunity numbers. (Tweet this stat). 

Didnt-know-funnel-metrics

This becomes a vicious cycle. How can you grow your customer base and get more revenue if you don’t know how leads are coming into and moving down your funnel? You can’t — at least not in a predictable way. 

The good news is that there is an easy fix: Start tracking your funnel. Figure out the number of average monthly website visitors, leads, MQLs, and sales opportunities you’re generating and keep track of the conversion rates at each stage. (With the right software, this is actually very easy to do.)

Of course, there are a number of things that impact revenue and we aren’t suggesting that knowing your funnel metrics is the only answer. But it’s a great place to start. 

free demand generation benchmarks report

Source: Hubspot

How to Create an Ebook From Start to Finish [+ 18 Free Ebook Templates]

woman-ebook-tablet

At age 11, I dreamed of being an editor at a major magazine. I even put together my first publication, Teen Scene Magazine, using colored construction paper, yarn, and in-depth feature interviews with … my dad.

Flash forward to today. I’ve swapped my colored construction paper and yarn for PowerPoint and InDesign. I’ve replaced my dad with marketing experts and influencers. Well, sort of. And week after week, I have the satisfaction of publishing ebooks.

But making an ebook can be overwhelming. Not only do you have to write the content, but you also need to design and format it into a professional-looking document that people will want to download and read. But with lead generation as the top goal for content marketing, ebooks are an essential part of any successful inbound marketing program.

So in this post, we‘ll walk you through the ins and outs of creating an ebook by … well … creating an ebook. And if you’re worried about your lacking design skills? Fret not …

Download 5 pre-designed, customizable ebook templates for free here. For even more options, download 13 more ebook templates here.

Got your free templates? Ready to create an ebook? Great — let’s get to it.

First Things First: Choose Your Ebook Topic

Remember: The goal of your ebook is to generate leads for your sales team, so pick a topic that will make it easy for a prospect to go from downloading your ebook to having a conversation with your sales team

For example, in listening to sales and customer calls here at HubSpot, I’ve learned that ebook creation is a huge obstacle for our audience, who are marketers themselves. So if I can provide resources to make ebook creation easier, I’m focusing on the right topic for opening up a sales conversation.

To get your creative juices flowing, here are some example ebook titles to consider. (Note: Replace “x” with an appropriate number.) You can also use our free Blog Topic Generator tool to come up with more ideas. Most blog topics can be made comprehensive enough to serve as longer form ebook topics.

  • X Best Practices for [Insert Industry/Topic]
  • An Introduction to [Insert Industry/Topic]
  • X Common Questions About [Insert Industry/Topic] Answered
  • X [Insert Industry/Topic] Statistics For Better Decision Making
  • Learn From The Best: X [Insert Industry/Topic] Experts Share Insights

For this blog post, I’m going to use the PowerPoint version of template two from our collection of five free ebook templates. Through each section of this post, I’ll provide a side-by-side of the template slide and how I customized it.

Below, you’ll see my customized cover with my sales-relevant ebook topic. For help with writing compelling titles for your ebooks, check out the tips in this blog post.

how-to-create-an-ebook-1

Introduction: Outline Your Ebook Content

The introduction to your ebook should both set the stage for the contents of your ebook and draw the reader in. What will you cover in your ebook? How will the reader benefit from reading it? For tips on how to write an effective introduction, check out this post.

Some ebook creators say that an ebook is simply a series of blog posts stitched together. While I agree you should treat each chapter like an individual blog post, the chapters of your ebook should also flow fluidly from one to the other.

The best way to outline your ebook is by thinking of it as a crash course on the sales-relevant topic you selected. In my example of creating an ebook, I know I need to cover how to:

  1. write effective copy
  2. design an ebook 
  3. optimize ebooks for lead generation and promotion

While my example has a few chapters, keep in mind that your ebook does not need to be lengthy. I have one golden rule for ebook length: Write what is needed to effectively educate your audience about your selected topic. If that requires five pages, great! If that requires 30 pages, so be it. Just don’t waste words thinking you need to write a long ebook.

With that, let’s move on to the actual copy you’re writing.

how-to-create-an-ebook-2

Chapter 1: Write Effective Ebook Copy

Instead of trying to use sophisticated language to convey a point, write simply and clearly. That’s the most effective way to educate readers and help them understand the new material you’re providing.

This should also hold true for all your other marketing efforts, such as email marketing, call-to-action creation, and landing page production. “Clarity trumps persuasion,” as Dr. Flint McGlaughlin of MECLABS often likes to say.

Want to make sure you’re keeping your ebook exciting for readers? Here are some key tips to keep in mind:

  • Use keywords in the title that emphasize the value of your offer. Examples include adjectives like “amazing,” “awesome,” or “ultimate.”
  • Keep your format consistent so you create a mental model for readers and enhance their understanding of the material.
  • When appropriate, make use of formatting — like bulleted lists, bold text, italics, and font size changes — to draw people’s eyes to your most important content or emphasize certain points you want readers to remember.

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Chapter 2: Design Your Ebook

Our downloadable ebook templates are offered in both PowerPoint and InDesign. For this example, we’ll show you how to do it in PowerPoint, since more people have access to that software.

You’ll notice that we only have one “chapter page” in the template (slide three). To create additional chapter pages, or any pages really, simply right click the slide and choose Duplicate Slide. This will make a copy of your slide and allow you to drag it to its proper place in your ebook via the sidebar or Slide Sorter section of PowerPoint. You can then customize it for any subsequent chapters.

how-to-create-an-ebook-5

Designing an ebook is primarily about content structure. One way to make it easy to create (and consume) content is to split a chapter into sections. For example, in our ebook about creating ebooks, here’s how we’d divide our chapter about how to design ebooks in PowerPoint.

Section 1: Use the Right Colors 

Ideally, our free ebook templates would magically matched your brand colors. In reality, they probably don’t. To learn how to add your brand’s colors to PowerPoint, check out this blog post. That way you can customize the color scheme in our ebook templates to match your brand!

Section 2: Incorporate Visuals

Images and graphics in ebooks are hard to get right. The key to making them fit well is to think of them as complementary to your writing. Whether you add them during or after you’ve finished writing your ebook’s copy, your visuals should serve to highlight an important point you’re making or deconstruct the meaning of a concept in an easy-to-understand, visual way.

Images shouldn’t just be there to make the ebook easy on the eyes. Rather, they should be used to enhance the reader’s understanding of the material you’re covering. If you need help gathering visuals, we have three sets of free stock photos that might help you along the way:

And if you’re compiling a data-heavy ebook, you might want to download our free data visualization ebook for tips about designing compelling charts and graphs for your content.

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Section 3: Highlight Quotes or Stats

Another way to enhance your ebook is by highlighting quotes or stats within your design. Just be sure the quote or stat you’re using genuinely adds value to the content. In the words of HubSpot CMO Mike Volpe, “Always provide value. Value builds trust. Once you have that trust, you have the ability to do some selling.”

Whether you’re emphasizing a quote or adding a visual, keep all your content within the same margins. If your copy is consistently 1-inch indented on your page from both the left and right side, keep your designed elements aligned using that same spacing.

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Chapter 3: Optimize Ebooks for Lead Generation, Reconversion, and Promotion

Now that your content is written and designed, it’s time to optimize it for lead generation, reconversion, and promotion! Here are the steps to follow.

Step 1: Place Appropriate Calls-to-Action (CTAs) Within Your Ebook

Think about how you got here — you clicked on a call-to-action in an email, on a social media post, or somewhere else. A call-to-action is a link or visual object that entices the visitor to click and arrive on a page that will get them further engaged with your company. Since your ebook readers have probably converted into leads in order to get their hands on your ebook to begin with (more on this in Step 2 below), use the CTAs within your ebook to reconvert your readers and propel them further down your marketing funnel

For instance, a call-to-action can lead to another offer, your annual conference’s registration page, or even a product page. To hyperlink the calls-to-action in your ebook (or any image or text in your ebook) to your destination URL, simply go to Insert >> Hyperlink in PowerPoint.

We’ve even designed 50 customizable calls-to-action in PowerPoint you can download and use in your ebooks. You can grab them here.

Now, we don’t have a dedicated CTA template slide in the PowerPoint ebook templates for you to customize … but it’s still simple! All you have to do is duplicate slide four (the Header/Subheader slide) and customize copy or add images as needed. You can also go to Insert >> New Slide and work from there.

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Step 2: Create a Dedicated Landing Page for Your Ebook

Your ebook should be available for download through a landing page on your site. A landing page is a web page that promotes/describes your offer and provides a form that visitors need to fill out with their contact information in order to access your ebook. This is how you are able to convert your visitors into business leads that your sales team can ultimately follow up with.

For instance, you went through this landing page in order to access this ebook template. To learn more about how to optimize your landing pages for conversion, download this free ebook.

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Step 3: Promote Your Ebook

Once your landing page is all set, you can use that destination URL to promote your ebook across your marketing channels. Here are five ways you can do this:

  • Advertise your new ebook on your website. For example, feature a CTA or link to your offer’s landing page on your resources page or even your homepage. 
  • Promote your ebook through your blog. For instance, consider publishing an excerpt of your ebook as a blog post. Or write a separate blog article on the same topic as your ebook, and link to it at the end of your post using a call-to-action to encourage readers to keep learning. (Note: This very blog post is the perfect example of how to promote an offer you created with a blog post.)
  • Send a segmented email to contacts who have indicated an interest in receiving offers from your company.
  • Leverage paid advertising and co-marketing partnerships that will help you promote your ebook to a new audience.
  • Publish posts to social media with a link to your ebook. You can also increase social shares by creating social media share buttons within your ebook, such as the ones at the bottom right of this ebook. Here’s a blog post that shows how to hyperlink them.

Step 4: Track Your Ebook’s Success

After your content is launched and promoted across your marketing channels, you’ll need to have marketing analytics in place that measure the success of your ebooks.

For instance, you should have landing page analytics that give you insight into how many people downloaded your ebook and converted into leads, and closed-loop analytics that show how many of those people ultimately converted into opportunities and customers for your business. Feel free to learn more through HubSpot’s Landing Pages App.

Conclusion: Launch Your Ebook

Conclude your ebook with a next-step call-to-action. In other words, provide readers with the natural next step in their journey with your business. Ideally, this means moving them further down your marketing funnel.

In our example, once someone has learned what goes into building a quality ebook, they could use a free resource to actually start creating one! Therefore, we’ll now send our readers to the free ebook templates we’ve mentioned to you throughout this post. 

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And with that, we’ve built an ebook, folks! You can check out the packaged version of the example I built through this post here:

5-free-ebook-Templates

After your content is launched and promoted across your marketing channels, you’ll need to have marketing analytics in place that measure the success of your ebooks.   For instance, having landing page analytics that give you insight into how many people downloaded your ebook, or show how many of those downloaders converted into opportunities and customers for your business.

Ebook Creation Resources:

Do you have any other tips or resources for making ebook creation easier? Share them in the comments. And good luck creating future ebooks of your own.

Editor’s Note: This post was originally published in October 2013 and has been updated for accuracy and comprehensiveness.

how to create an ebook: 5 free ebook templates

 
5 free ebook templates


Source: Hubspot

How to Get More Engagement With Your Visual Content [Infographic]

boost-engagement

By now, you know how important it is to incorporate visual content into your social media strategy.

Not only do images get more social shares, but they also compel fans, viewers, and website visitors to stick around longer. I mean, hey, we’re only human … and humans are naturally drawn to visual content. While we only remember about 20% of what we read, we retain as much as 80% of what we see.

But visual content for the sake of visual content isn’t good enough. If you want your images to engage your fans, followers, and prospects, they have to be good.

But what exactly does “good” mean when it comes to visual content? There’s a lot to it: great topic, color consistency and effective design, proper dimensions for publishing, promotional strategy … and you’ll need a game plan to maximize your ROI.

To help you create that game plan and boost engagement with your visual content, HubSpot teamed up with Market Domination Media to create the infographic below. Check it out.

get-more-engagement-with-visual-content

Share this Image On Your Site

<p><strong>Please include attribution to http://www.hubspot.com/ with this graphic.</strong><br /><br /><a href=’http://blog.hubspot.com/marketing/boost-engagement-visual-content’><img src=’http://cdn2.hubspot.net/hub/53/file-2426240032-jpeg/get-more-engagement-with-visual-content.jpeg’ alt=’visual-content-engagement-boost-infographic’ width=’669px’ border=’0′ /></a></p>

download 60 customizable social media graphic templates


Source: Hubspot

3 Simple Ways to Personalize Content by Referral Source

personalized-content

Most marketers know the importance of creating unique content for different social mediums. For instance, would you use the same exact copy in a paid search ad that you did in a tweet? I hope I’m hearing a resounding, “No!” 

And yet, many marketers aren’t fully prepared for what comes next: when a visitor actually clicks on a link and lands on their website. If a visitor comes from a paid ad promising a coupon — and then they don’t see the coupon as soon as they arrive on your website, how do you think they’re going to feel? Confused; maybe even frustrated.

But according to a Jackson Marketing Group study, less than 10% of B2B companies are using personalized website content. The companies that do use personalized content are benefitting. In fact, according to an E-consultancy/Monetate report, companies that personalize their website see an average of a 19% increase in sales.

Sound compelling? To help you get started, here are a few simple methods to personalizing content by referral source that your customers will love.

Personalize Content for Social Media Campaigns

Visitors who come to your webpage from social media have different motives and interests than those coming from email marketing or paid campaigns. Why not cater to these specific motives and interests?

For instance, a visitor to your page that got there by clicking a link on Twitter is likely familiar with the Twitter platform and apt to sharing content on Twitter. In this case, Twitter would be that visitor’s last referring social source.

By creating personalized content from a visitor’s last referring social source, you can pinpoint the platform they’d most likely want to share your content on. You can also include textual references to the visitor’s last social media source to cater to their interests.

Below are examples of personalized content made for visitors coming from specific social sources: Facebook and Twitter. 

For Facebook Users

With more small businesses on Facebook than ever before — 30 million, according to TechCrunch — the competition for organic reach is becoming fiercer by the day. But by personalizing content for visitors who land on your website from Facebook, you can increase customer activity and involvement on the social platform.

The example below boasts personalized text and social sharing buttons (highlighted in red) specifically for visitors coming from Facebook. 

example of using personalization by source

The Facebook sharing icon on this company webpage allows Facebook visitors to immediately share content from their own accounts with one click. There’s also personalized text that clearly mentions Facebook. It’s a win-win situation: The content is customized just for Facebook visitors so they can easily share your content, and it caters to the visitor’s unique social media preference. 

For Twitter Users

According to MediaBistro67% of Twitter users are far more likely to buy from the brands they follow on Twitter. Go a step beyond simply using Twitter for brand awareness by personalizing content on your webpage for Twitter users, thereby improving their experience with your brand.

Notice how the click-to-tweet button in the example below makes it easy for Twitter users to share your company’s content.

example of how to use personalization by source

Site visitors who like to use Twitter will be able to quickly tweet out these short, snackable quotes — without ever having to leave your webpage.

Personalize Content for Email Campaigns 

Composing a successful email campaign involves coming up with a list of email recipients with specific interests. But why spend so much time carefully selecting email recipients when you’re just going to direct them to a generic webpage anyone has access to? To give them a better user experience, send them to a webpage with content specifically catered to their interests.

Let me give you an example. Let’s say HubSpot creates an email campaign for customers who might like a photo editing feature in their product. In their email to those customers, they include a link directing them to the company’s product page, which contains more information about that feature.

The problem is this: That specific photo-editing feature is not at the top of the page. So when email recipients click through, they see a different feature first — whereas the photo-editing feature they clicked through to see is actually buried below the fold.

But how do you solve this problem? Thankfully, you don’t need to create unique product pages for every email single email list would be extremely time-consuming. Instead, by personalizing by referral email source, you can build onto an existing webpage to highlight a specific part of the page that users from that email source are interested in. When an email recipient clicks the link in that email, they aren’t taken to a generic product page — they’re taken to a customized product page that shows the photo-editing upgrade first so that it’s the first thing users see.

It’s all about personalizing for the individual visitor. Personalize by referring email source so you can pinpoint information — such as an image, video, or GIF — that caters to the visitor’s unique needs as soon as they land on your webpage. 

Customize Content for Paid Search Campaigns

If you’re going to devote a portion of your budget to paid search ads, then it’s best to send the people who click on those ads to pages optimized for their conversion. It can be very frustrating for a visitor to read certain text in an ad, such as information about a sale, only to land on your webpage and not find any more details on the matter.

But if you personalize content for visitors coming from a specific paid search campaign, you can highlight key information included on the ad right onto an existing webpage to drive more conversions and improve overall user experience. 

Take a look at the example below. This dress company is running a marketing campaign for its new dress line. As part of the campaign, the company created a series of Google paid search ads that feature an exclusive discount code, highlighted in red below. Originally, the company’s paid search ad linked to the new line’s generic product page that all visitors could see (highlighted in black in the image below).

unpersonalized_paid_search

Although this product page includes the summer dresses mentioned in the ad, the discount code is missing. The visitor may become frustrated and confused when the promised 50% off discount — a major driving factor in why the visitor to click on the ad in the first place — isn’t displayed right away. 

Creating a unique webpage that highlights information from each individual paid search ad (such as a discount code) would be an incredibly time-consuming process. But, by using a smart content tool like HubSpot’s, you can personalize content for all paid search ads in the same campaign to make it easier for customers to find the information that they are looking for.

The image below shows the same dress company’s personalized content, created just for visitors coming to their website from their paid search campaign. Notice the banner containing the discount code information at the top of the page.

with_personalization_paid_search

Personalized content by ad search campaigns will help visitors to find the information they are looking for while also increasing the number of conversions and satisfied customers on your website. 

What methods has your company used to personalize content by source to enhance user experience on your website?

download your free marketing personalization ebook


Source: Hubspot