Story Links The University of Toronto Varsity Blues men’s and women’s swimming teams traveled to New York City for two non-conference dual meets against NCAA competition.Toronto’s women defeated NYU, while the Blues men topped Columbia. The Blues dominated the competition, winning all but one event between the two meets.”This has been a great experience because we raced people we have never seen and had a tough day of travel and still swam well later that night,” said Varsity Blues head coach Byron MacDonald. “I also loved the fact we had an alumni weekend here and so many showed up.”Over 20 alumni were at the meets and reception. Some alumni are based in New York City and some flew down to make a weekend out of it. “This is quite impressive and shows the strength of the swim alumni,” said Robin Campbell, executive director of advancement and alumni affairs, who was also on hand to celebrate. The star of the meet for the Blues was fourth-year veteran Hannah Genich, who won three individual races in the 100 200 butterfly and 200 backstroke.”Hannah has had an ankle injury ever since the FISU world university games in July and has had to swim with a brace on her ankle ever since. It has been very frustrating yet she has persevered and only recently was she allowed to race without it. She is right back on top form,” added MacDonald.Ainsley McMurray won the 100 and 200 freestyle events, while Kate Randall won the 500 1000 freestyle races. Rookie Abby McDonald had a pair of gold in the 100 and 200 breaststroke events. Solo wins were registered by fourth-year captain Rachel Rodé in the 100 backstroke, Sarah Polley in the 50 freestyke and Georgia Kidd in the 200 IM.Almost all of the men’s races were tight contests and the Blues came out on top in all but one race. “Winning by tenths is exciting and it means the athletes are learning to do the right things when it counts,” said MacDonald.The men had five swimmers win a pair of wins each. Captain Cam Kidd continued his resurgence as a dominant sprinter by capturing the 50 and 100 freestyle.Fifth-year veteran Oswald Nitski had a great race in both butterfly events with a rookie from Columbia who is from the Toronto area. Sophomore Graeme Aylward won the 100 and 200 breaststroke, while rookie Bernard Godolphin showed his freestyle process with wins in the 200 and 500 freestyle races. Rookie Tyler Wall continues to impress, winning both the 100 and 200 backstroke.”Tyler was a key recruit for us and he is showing why. His backstroke wins were impressive,” said MacDonald. “It can be a challenge to convince the athletes from the West coast to venture East so this was a big step for Tyler and a real coup for U of T.”For more information, scores and highlights on your favourite U of T athletes and teams, please visit www.varsityblues.ca. Don’t forget to follow us on Twitter, Instagram and Facebook for the latest and greatest in Varsity Blues intercollegiate athletics. Print Friendly Version
Inbound Marketing Use a landing page to capture leads Originally published Nov 30, 2010 1:00:00 PM, updated March 21 2013 I hope that the Crazy Baker sees the sanity in these suggestions, and that you can take away some of these tips and adapt them for your business. . then allows users to create separate lists dependent upon which form a visitor converted on and send them personalized emails. Of course in order to have a landing page you must have something to offer in return for the visitors information. In Hitzig’s case perhaps he could offer some recipes for some of the pastries he has created over the years (of course he wouldn’t want to give away all of his secrets ) I think it’s great that the Crazy Baker is utilizing social media with presences on Twitter, Facebook, MySpace, and LinkedIn, but honestly there’s only so much you can promote if you aren’t constantly creating useful content. The easiest way to consistently add content to your website is through a blog. A lot of people worry about not having anything interesting to blog about, and most of the time they just aren’t looking in the right places. Hitzig, for example, could blog about his experience at Culinary School, his training at hotels and restaurants in the US and abroad, and about the many other baking questions he probably gets asked on a regular basis from friends and through email. Instead of answering a question for someone in a one on one scenario why not turn that into a great blog post and share that knowledge with the world? Topics: Use Simple, Action Driven, Calls-To-Action Thanksgiving is over and after the amount of pumpkin pie I ate over the weekend I thought I would never want dessert again. That was until I , and his premium desserts which are made from 100% pure vanilla, fresh local eggs, imported chocolates, and high quality flours. Got your taste buds watering doesn’t it? He’s even attracted the attention of Martha Stewart and Rachael Ray which in turn has driven lots of traffic, but converting that traffic into customers is where this batty brownie baker is struggling. The problem that Hitzig is facing is one that many online business face, which is that people are often not ready to make a purchase on their first visit to a site. Most of the time people need a little appetizer to get their stomach growling for the full meal. the Crazy Baker Like I said before, most people are not willing to make a purchase on their first visit to a site. Many people probably visit Hitzig’s site and think to themselves, “These pastries look delicious. They would be great for a special occasion. I’ll come back in a couple months.” Unfortunately for Hitzig most of these visitors probably forget to come back and he has no way to remind them. If he had a landing page and a form to capture the name and email of these visitors he could easily create a list and email them special promotions or offers during a time they might be more inclined to purchase premium pastries…maybe the week before Christmas? HubSpot, for instance, has a The link that stood out most was the “Click here for Customer Service” link, and I don’t really think that Hitzig’s primary goal is to drive visitors to his customer service page. I would remove many of the superfluous links contained on the page and replace them with one large call to action to “order some premium pastries today!” Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack different links to pages and not one that seemed to be the preferred path for a potential customer. landing page application , Hall Hitzig, also known as After taking a look a look at Hitzig’s site I would suggest working on ways to nurture the visitors that come to his site, so that even if they don’t purchase on their first visit he increases the chance that they will come back and make a purchase at a later date. Here are a few suggestions I would make for improving the site that I think will start raising that conversion ratio. read about inbound marketing kit Download our that allows users to whip up a landing page in a matter of minutes. Our 25 Free Internet Marketing Kit – Download It Now! Create Content, Content, and More Content! email marketing tool When I first visited thecrazybaker.com I was a overwhelmed by the number of different links I could click. The homepage contained Learn more about inbound marketing and how to combine blogging, SEO and social media for results.
Switch to the retainer model. It’s better for your business, because you’ll have reliable income. It’s better for your client, because you’ll be required to deliver ongoing value to them, so they can justify paying you. At the end of 2010, HubSpot surveyed approximately 3,000 marketing agencies and consultants about the financial health of their businesses, as they registered for our free no retainer clients. now 1. Agencies need recurring revenue. How to Transform Your Marketing Agency What we found was not encouraging—variable cash flow, lack of new leads, difficulty signing new clients, and few (if any) sources of recurring revenue. Most of the agencies and consultants that participated in our survey generate their revenue from project work. And the average project size? Less than $5,000—with many agencies accepting average projects for less than $1,000. Here are the five critical reasons marketing agencies must transform Want more tips and ideas on how to transform your agency? Stop pushing tactics. If that’s not a wake-up call for transformation, what is? 5. Lead-generation is a BIG ongoing challenge. —and that may in fact be a rather generous estimate. The vast majority of retainer-based clients generate <$1000 or revenue per month. A surprisingly large number of agencies are signing retainers of <$500/month. This blog post is part of HubSpot's Join us for us a special episode of HubSpot.TV on Wednesday, April 6, 2011, at 12pm EST. Topics: Marketing Transformation Week 4. New business cycles can be long—and painful. fewer than two new clients per month Learn, win, transform! > But the BIGGEST challenge of all? Generating new leads—a problem that can and should be addressed with a few small but critical changes to your agency’s overall marketing strategy. marketing services delivery process inbound marketing training Stop selling projects. Ben Franklin once said that the definition of insanity was “doing the same thing over and over and expecting different results.” We couldn’t agree more. Most agencies generate less than 25% of their revenue from retainer clients. Many agencies have Stop writing pitches and proposals. 3. Project-work is typically low-yield and high-churn. When we asked agencies what their biggest business challenge was, we got a mix of answers, from “Difficulty keeping up with technology” to any and all of the challenges listed above. Yes… social media is the shiny new toy every potential client is asking for. But most businesses will have a really hard time generating ROI from social media alone. Deliver the right services at the right time for the right client. , so that you’re not reinventing the wheel for every client. While creativity is still key to successful marketing campaigns, processes are key to reliably improving results over time. Our data show that most marketing agencies acquire Create (or borrow) a Originally published Apr 6, 2011 9:10:00 AM, updated October 20 2016 , April 4-8, 2011. Find the business challenges that your clients will pay to fix. Develop marketing and sales programs that will help them fix them. 2. Agencies need larger retainers. Agency Marketing series designed exclusively for agencies. It’s time for real transformation—and we’ve got a handful of tips to help you get started! , based on our recent survey: Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
According to the 2011 Social Media Marketing Industry Report, 77% of marketers plan on increasing their use of YouTube and video marketing in 2011. This means that with 2 billion videos watched per day on YouTube and 35 hours of video uploaded to YouTube every minute, marketers need to understand how to take a video on YouTube and add it to your site or blog. Here is a quick video that will explain exactly how you do this as you work to expand your YouTube marketing strategy. Topics: Youtube Marketing Originally published May 3, 2011 1:00:00 PM, updated April 25 2017 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
Topics: Originally published Aug 3, 2012 4:30:00 PM, updated October 20 2016 I have a feeling I’m gonna lose a lot of friends with this post.While trying to enjoy some Boy Meets World this morning, a jingle (pre-coffee, granted) hit my ears that rattled me to the deepest, darkest recesses of my soul.It’s the first commercial jingle featured on this list, and simply put, it annoys the bajeezus out of me. But it’s certainly not the only one. And I know it’s not just me that can’t get these frustratingly catchy songs out of my head, because when I asked around the office for the commercial jingles that drive people nuts, the tunes rattled off their tongues like lightning.So if you’d like to start your weekend with a song in your heart and a spring in your step, this is the post for you — the only catch is you won’t be able to forget said song ’til around midday Monday. Here are the top 10 commercial jingles we just can’t stop singing … but desperately wish we could. Also, I’m sorry.10 Commercial Jingles You Wish You Never Heard1) Dixie Ultra (Ya, Ya!)Here’s my beef with this jingle that put a damper on my typical 90s-adolescent-drama morning routine. The lyrics devolve into non-words in order to maintain a rhyme scheme for the phrase “Dixie Ultra handles your messiest.” Also, it sounds like she’s trying to sing the entire song in one breath … that she’s rapidly running out of by the end of the song. When the jingle wraps up, it’s at a pitch only a dog could hear, using words no human could understand. Dixie Ultra handles my “butteriest?” My “twirliest?” … My what? Listen if you dare.2) JG Wentworth 877-CASH-NOW!!!It can’t be a good sign when your jingle needs subtitles. First of all, it’s opera. I’m wicked classy and all, but come on … opera? In a commercial? I guess the problem is that it’s not good opera. It’s more akin to some kids putting on an opera at school, mocking in no unsubtle terms the melodrama they perceive as characteristic of the performances. If it’s not your own kids (when they’re your kids, it’s adorable) you’ll sit through and watch, wriggle uncomfortably at the painful performance, and wonder when it’ll finally be over.3) Hefty Hefty HeftyWhoever wrote this jingle has got to be laughing all the way to the bank. The lyrics are as follows:StinkyHeftyStinkyHeftyStinky? Stinky.Hefty Hefty HeftyStinky Stinky StinkyHefty Hefty HeftyThis is not a joke. Oh, and it’s all backed by creepy carnival music. Enjoy.4) Sea Bond Denture AdhesiveThe lyrics of this jingle combined with the tone of the singers’ voices is just plain bizarre. It seems like they’re trying to sound like children — which is made far stranger when you realize they’re selling a denture adhesive product. “Bye bye yuckiness. So long ooziness. I thought I was gonna cry.” You’re adults. That’s just plain weird. And if you listen to it, it’s weird-sounding, too.5) The FreeCreditReport.com BandThe FreeCreditReport.com band had a lot of fans. Way more than they have today, though. Those original commercials were actually pretty cool! Unfortunately, they’re kind of beating a dead horse with this thing, and the music is starting to be … well … a bit of a reach. In fact, this “rap” with the terrible techno/pop/electronica beat is just plain obnoxious.6) Nationwide … They’re On Your SideThis jingle is a riff on their usual “Nationwide is on your side” tune. That one isn’t half bad; it’s short, straightforward, and when they have a nice voice singing it, it doesn’t make your ears bleed. Thing is, this is a weird riff on it in their attempt to display their commitment to personalized service. It turns into “NationPam is on your … Sam,” which just plain doesn’t work (HubSpot’s blog manager, Pam particularly hates this one). We’re used to singing your jingle the other way. Now we have this annoying, unresolved ending in our heads. Can’t you just go back to the original?7) Arby’s. It’s Good Mood Food.If one were to type out the way this jingle sounds, I imagine it would look like this:Arby’s. IT’S GOOD MOOD FOOD!And then imagine an angsty pre-teen is singing it. Or maybe a wailing calf. Talk about ears bleeding.8) NAPA Know HowI can’t put my finger on why this country-esque tune is so cringe-inducing — maybe it’s because the actor seems like he’s trying so hard to make the song engaging. But frankly, every time this song comes on, it’s that last part of the jingle, the repetition of “NAPA Know How,” that consistently grinds my gears. Have a listen.9) Denny’s NanerpussIt took all the courage I could muster to even watch this commercial again to write this blog post. This jingle just plain gives me the willies. It’s a weird combination between infantile and creepy. First of all, the name is weird. Nanerpuss. Blech.Then you have to consider that Nanerpuss is a singing banana, which kind of makes it like a creepy puppet … I guess that’s where the childish angle comes in. It’s made worse by the fact that it’s singing a song that introduces who he is, and what he does, which makes it sound like one of those educational songs puppets sing on children’s shows. That’d be fine if it was the Snuggles bear or something, but it’s a banana named Nanerpuss singing an annoying song on top of a stack of pancakes promoting a diner. Just … watch. Or don’t. I wouldn’t blame you.10) Get Connected (For Free!) With Education ConnectionAfter Hefty, this has to be the most ridiculous set of lyrics used for a commercial jingle … except that this is the exact opposite of what Hefty has done, yet it’s somehow equally absurd. Basically, they’ve told the entire story of someone’s complex decision to pursue higher education based on where she is in life at that point in time.You see, she didn’t get awesome grades in high school. And so now she’s working an hourly job as a waitress … where she makes money and everything but it’s not really the kind she needs for the life she has in mind for herself. That’s when she thought to herself, “Self, maybe if I got a degree I could get the salary I’m looking for.”Wait wait, I’m not done. That was all just the backstory.So then, she went online, and started researching her education options — well, not just her education options — her “direction.” You know, in life. That’s when her life changed in the best way, because she was matched (For free!) with the right kind of college for her lifestyle. One that would let her take classes online at the times of day that work with her schedule. That kind of flexibility is key for her success.This is all told in the jingle. That’s uh … that’s quite the in-depth jingle.Alright, it’s time to reap what I’ve sown. Leave the jingles that drive you crazy in the comments. They’ll be stuck in my head all weekend, I promise.Image credit: Evil Erin Brand Slogans Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Originally published Oct 21, 2013 5:10:00 PM, updated February 01 2017 One of the fears that many organizations harbor when it comes to social media as a communication channel is that an employee will share sensitive information, disparage the organization — or worse, a donor — or spend a great deal of time on Facebook or Twitter under the guise of “working.”Another issue nonprofits must address, according to nonprofit consultant Jay Frost, is whether a nonprofit’s employees can personally “friend” or connect with a constituent.”Once that connection is made outside of the organization, it then brings up the question, ‘Who owns the donor?'” he said in a webinar earlier this year. There is also the concern of those who may not be directly involved in the communication strategy for the nonprofit, such as C-level executives, but who represent the organization in the public eye.To address these issues, companies and organizations — from Ford, to IBM, to the American Red Cross — have created social media policies for their entire staff. These policies give clear guidelines on what can and cannot be shared publicly (on social media and other communication channels), whether employees can post as “themselves” or as official company spokespeople, and even how much time an employee can spend on social media during work hours.14 Questions to Ask When Implementing a Nonprofit Social Media PolicyWhether or not you create a policy is up to your organization’s management team, the nature of your work, and the size of your organization. To determine if your nonprofit needs a set policy or a more loosely structured set of guidelines, we recommend asking yourself the following questions:1) Is your organization’s work sensitive in nature?If you’re a political, religious, or environmental organization, specific opinions can be sensitive to talk about. If some employees don’t 100% agree with your stance, them being vocal about it on social media may go against your organization’s mission and reflect poorly on you.2) Do you need to contend with local laws or culture?Much like an organization with sensitive work, if your organization is lobbying for policy change or law enactment, employees either need to own their opinions on social media or they need to comply and support the organization’s stance publicly. Local culture can also be something that your organization goes up against and is important to consider in your public communication strategy.3) What is your organization’s liability should an employee post something questionable?If you’re setting a social media policy, there may be consequences if breached. Also, if there are state or federal laws about disclosing organizational information, like donors’ contact information, make sure that all employees are aware of these laws and policies.4) What processes do you have in place should a mistake happen, such as if an employee posts something sensitive, questionable, or offensive?Along with the consequences, outline what should be done when/if something questionable or offensive is posted by an employee on social media. How someone should report the offense, what the punishment is, whether one is suspended or terminated, are all important to communicate to your entire staff.5) What is the size of your organization?The bigger the organization, the harder it is to regulate what people post on social media. Consider the size of your organization and the likelihood that a social media policy will be enforced. Identify the people (usually managers or directors) that will enforce the policies. If you’re a small organization you may only have one or two people representing your organization on social media. They should be aware of the policy and may even be helpful in creating and implementing it. 6) Do you have one office or many around the world? And if so, do you need to consider other cultures and how they use social media?If you have multiple chapters across the nation or world, think of how you are going to communicate the policy across many people, whether it’s via email, on your internal network, or at a conference. It’s important that the policies are enforced across the board. If you have offices outside the U.S., consider doing research to understand how individuals in those countries use social media and what the local and national laws are around social media and nonprofits, as they may be different than laws in the U.S.7) What is your organizational culture like (i.e. lots of red tape and hierarchical, or flat and collaborative)?Understanding your organization’s culture is important when thinking about how to distribute and enforce your social media policy. Identify if you’ll need approval from many stakeholder or if you can distribute the policy yourself. If you have to get others involved in crafting and enforcing the policy, make sure they are involved early on in the process and understand your intentions of creating a policy.8) Is your brand well-recognized (i.e. are you in the public eye nationally or locally)?This is important for big organizations that have a substantial following on social media, as well as a large constituent base. If someone posts something questionable or offensive and it will quickly be picked up by major news outlets — make sure you have a backup plan and a PR team to help resolve any issues or backlash. 9) What traits are already associated with your brand, and will these be maintained and communicated through social media?If your CEO or founder doesn’t typically communicate with your constituents, you may want to consider giving them a voice on social media to do so. If they are more front-facing as a “spokesperson” for your organization, incorporate them in the policy creation process and understand how they are interacting with your audience online currently.10) Will staff and board members be advised to post using personal accounts with a qualifying statement? (I.e. They’re connected to your organization, but that opinions are their own.)This would require having everyone (or most staff) posting on social media, unrelated to your organization, but clearly stating that their opinions and tweets are their own and are in no way endorsed or supported by the organization.11) Or, do you want them to post only under your brand name, having one person — or a small team — controlling your social media channels?You could have just one person posting as your brand name, and act as the voice of your organization via social media channels. This decision is completely up to you, but should be communicated clearly in your policy.12) Will you allow employees and staff to “friend” or become personally connected with constituents?Again, this is up to your organization, but if you have a fundraising or development staff that is active on social media, outline if they are allowed to communicate with constituents on social media. If there are guidelines you want to set in place about what can be communicated over social media, make that clear, as well.13) How will you communicate your social media policy or guidelines?How are you going to communicate your policy within your organization? Will you include it in your hiring contract and require them to read it? Will you include it in your initial training for new staff and train current staff on the new policy? Make a clear communication plan for your policy, as well as a place where everyone can access it at any point online.14) Will you train employees and staff to use social media within the context of your brand?This is more of a suggestion than a question. Once you’ve developed your policy, it’s very important to make everyone on your staff aware of the best practices and guidelines associated with it. Mandatory training (for everyone including the C-level executives) is extremely important to incorporating the policy into your organization’s culture. As you can see from these questions, a social media policy is dependent on your organization and its unique culture, needs, mission, size, and location. How you craft your policy — and how lenient or strict you’ll be in enforcing it — is up to you or your management team. Do your research, discuss the questions with your team, and pick and choose what works best for your organization, brand, and culture.Consider this, though: In an age when social media is playing a notable part in many organizations’ cultures — and donor and fundraising acquisition strategies — it makes sense to give your staff members and employees the freedom and ability to connect with constituents, share the joy of helping others, and spread the message about your cause, while also protecting your brand and organization.This is an excerpt from our inbound marketing book for nonprofits, Transform Your Nonprofit With Inbound Marketing: Turn Strangers Into Inspired Advocates.Have you implemented a social media policy at your organization? If not, do you plan to in the future? Share your thoughts below!
Working remotely is both a blessing and a curse.The blessing? Eliminating the need to pour time, stress, and money into your commute.The curse? Missing out on office culture, face-to-face-time with your co-workers, and productivity. And while telecommunication is now a mainstay in office culture, it’s not always easy to ensure that you or your team stays productive when working out of the office. So how do you make sure working remotely is actually working for you and your team? Join HubSpot’s Dan Tyre and Dropbox’s Rajan Kapoor on July 16th to learn more about their expert solutions for combating the challenges and disadvantages of working out of the office. In this webinar, you’ll learn:How NOT to manage remotely Strategies for building off the advantages of working remotelyProcesses and tools to remain collaborative and efficient with your teamMuch more from Dan and Rajan on their professional experienceWebinar Details:Date: July 16th, 2 p.m. EDT / 11 a.m. PSTHashtag: #WorkRemoteClick Here to Register Topics: Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Remote Working Originally published Jul 7, 2015 6:00:00 AM, updated February 01 2017
Want an even deeper dive? Visit the Tweet activity dashboard to see in-depth metrics for your individual Tweets. You’ll see stats like impressions and total engagements — and Twitter will even calculate your engagement rate, too.If you click on a Tweet, you’ll see engagement broken down even further into Retweets, Favorites, clicks on media, replies, link clicks, follows, and more. If that’s still not enough data for you, you can download the data on your last 3,200 Tweets, going back as far as October 2013.2) Uncover your influencers.It’s not just about statistics — your Account home has even more in store! It’ll let you know who your top follower is every month, in terms of reach. You can also see whose Tweet mentioning your handle drove the most engagements. This is a great place to start when you’re looking to kick-off a co-marketing venture or find a business partner. 3) Get to know your followers.Aside from the fact that they all made the (great) decision to follow you, do your followers have anything else in common? The followers dashboard is loaded with audience insights that can help you answer that question, and many more. You can track your follower growth over time, see their tops interests, and uncover their demographics. You can also benchmark your numbers against the total Twitter user base, and find out what makes your community stand out.We’ve also recently introduced personas. This means that, in addition to your followers, you can now get to know specific audiences on Twitter such as parents, millennials, or small business decision-makers.Once you find the persona that matches your desired audience, you can easily target them in an ad campaign — it’s just one click on your audience insights dashboard. Personas are currently only available to advertisers in the U.S., but we’re working to roll out this new tool more broadly.4) Check analytics on your mobile phone.Out and about, but with Tweets on your mind? You can hit the graph icon to check in on a Tweet’s engagements. Twitter Marketing Data Sometimes, it’s easy to get overwhelmed by all the questions that arise when you’re creating or analyzing your Twitter strategy.Who follows you? What kind of Tweets do they like (or hate)? How often do they want to hear from you? How quickly do they expect a response? As an SMB Marketing Manager at Twitter, I hear these questions from a lot of businesses. The good news is you’ve got a great tool at your disposal: Twitter’s free analytics. With a few clicks of a button, you could be on your way to finding out what’s working (and what isn’t). Not sure which Twitter analytics features you should be using? Below are a few you may not know about (but should). 1) Get monthly reports.Your Account home provides a handy overview of your Twitter statistics, with monthly averages for engagement rates, replies, and more. So the next time your boss is asking for a wrap-up, you’re just a click away. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Originally published Aug 4, 2015 6:00:00 AM, updated February 01 2017 Topics: If you’re checking in on the Promoted Tweets in your Twitter Ads campaigns, you can go even further: the new Twitter Ads companion allows you to monitor and edit your campaigns from your mobile phone. You can change your campaign start and end dates, pause or resume a campaign, and edit your budget and bid.5) Promote individual Tweets in 1-2-3.Now that we’ve gotten you into the good habit of checking in with analytics.twitter.com every day, you’ll be ready when one of your Tweets starts to get noticed. If you see that something is resonating with your audience and racking up the faves and Retweets, it could be ready for a wider audience. With quick promote, you can click on the Tweet in your timeline or your Tweet activity dashboard, and promote it with just two clicks.You’ll be able to target people who are similar to your followers, and those that are likely to be interested in the topics mentioned in the Tweet. You can also refine by geography, to make sure you’re quickly promoting content to the most relevant country, region, or metro area. Our easy budget slider makes it simple to choose the amount that makes the most sense for your business and goal.We’re stopping at five, but once you start exploring analytics.twitter.com you’ll be amazed at how much you can learn about your content and your audience. Of course, data is only as valuable as the insights it brings to businesses, so take time to get familiar with all the reports and identify the best for your business. We’ll be sure to keep the dashboards actionable, easy-to-use, and up-to-date with new, helpful features. Deal?
Retention marketing, the mysterious form of marketing that seems to be popping into your favorite ecommerce blogs, podcasts, and even into conversations with your other merchant friends. The whisperings have started, but do you really know what retention marketing is?What is Retention Marketing?Retention marketing is a new form of marketing that is becoming more and more prevalent in the ecommerce world. The focus of this school of marketing is to create engaged customers that return to your store to shop again. It is a shift in focusing only on the acquisition of countless new customers, to also focusing on the profitability of those you already have!In short, retention marketing is:The activities a store uses to increase the likelihood of a customer purchasing again, while focusing on increasing the profitability of each repeat purchase.Will retention marketing ever become the only way you market your store? No! You will still need to use traditional digital marketing to first acquire customers, but you can increase your ROI from those channels by getting them to shop with you more often.Retention marketing drives an increase in purchase frequency (how often a typical customer buys) and repeat purchase rate (likelihood a shopper returns). A boost to these two metrics means that you are increasing the customer lifetime value (CLV) which leads to long term profitability, rather than short term acquisition gains.Retention Marketing vs. Acquisition MarketingRetention marketing is never going to completely replace acquisition marketing that is focused on bringing new customers to your store. The two methodologies need to be used in tandem. Think of ecommerce marketing as a sport. Some teams are good at offense, and some are good at defense. But will a team ever win only playing one or the other?Retention is your store’s defense and acquisition is your offense, play both to truly dominate the game!Retention is your store’s defense and acquisition is your offense, play both well to truly dominate the game. The amount of each your store uses will vary based on what you sell, the margins you have, the industry you are in, but most importantly the life stage of your store.The life stage of your store is the biggest influencer of what your retention/acquisition mix should be. Did you start yesterday? Retention will do nothing for you if you have no customers, so put 100% of your effort and budget into acquisition. However, as you gain a more established customer base and increase your sales, you can start to add more and more retention marketing.Marketing Budget AllocationAs your store grows you can (and will want to) add more retention marketing into your mix. At a certain size it becomes much more difficult to grow by “adding more” than it does to grow by “getting more.” A study by Harvard found that a 5% increase in online retention can boost profits by 95 percent!Why Start Retention Marketing?Some of you may be asking yourselves, “If this is so profitable, why am I just hearing about this now?” Great question! We, as humans, tend to only discover things when we are presented with a need.In the past SEM and social media were cheap and effective ways to drive traffic to our ecommerce sites. You could afford to sell to someone once and never speak to them again. Unfortunately this isn’t the case anymore. These traditional ads are more expensive and less effective than they were in the past.Adwords CPC’s are on the rise and I don’t see that trend changing! Search Engine Land shows non-brand keywords have risen 75% while branded keywords are up 300% from two years ago. That is tough to swallow if you are already operating with small margins. Social media is seeing a similar trend to Adwords. According to a study by AdAge, your organic social reach is on the decline as well. While Facebook says you can expect to reach around 16% of your audience with a post, AdAge says it is more like 6%. To get real exposure on social media you can pay for social ads or promoted posts. That will cost you though.The trend you should spot is that it is becoming tougher than ever to acquire a customer. You need retention marketing to make each customer you do acquire more valuable. With retention marketing you are essentially increasing the ROI of every paid acquisition you achieve. There is also the added benefit that a return shopper is 9x more likely to convert on a purchase than a first time shopper.Effectiveness of Retention MarketingThe effectiveness of a retention marketing strategy will vary depending on what you sell. Dish washers are not going to be purchased as frequently as coffee, for example. So you will not see the same results in different situations. That being said, at Sweet Tooth our clients have seen an average increase of 40% in lifetime value and a 20% increase in repeat purchase rate after adopting retention marketing tactics like loyalty programs. Customer Success Originally published Feb 9, 2016 11:11:23 AM, updated August 26 2017 Topics: Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack