Aussie investigators call for ICAO review of centerline runway lighting

first_imgThe tracks left by the Virgin aircraft during the runway excursion. Photo: ATSB The Australian Transport Safety Bureau has recommended an international review of runway lighting standards after a Virgin Australia plane drifted off a runway in Darwin.It has also renewed calls for the installation of centerline lighting at Darwin International Airport.The recommendations are included in an ATSB report into the Virgin runway excursion in December 2016.The ATSB found the Virgin Boeing 737-800 was landing on a wet runway at night in reduced visibility caused by heavy rain.It touched down more than 20m to the right of the centerline and continued to the side of the runway, where its right landing gear ran off the edge and destroyed six runway lights along a 400m path before returning to the runway.Investigators found there had been a relatively small increase in a crosswind in the critical few seconds before touchdown and the pilots were not aware of how far the plane had deviated.They said the lights alongside the 60m-wide runway 11/29 at Darwin were further apart than would be normally be seen by pilots and the lack of centerline lighting resulted in “very limited visual cues for maintaining runway alignment during night landings with limited visibility”.READ NTSB begins Alaska seaplane crash probeThis affected the crew’s ability to detect and correct the aircraft’s deviation.“A wide runway without centreline lighting, such as at Darwin, poses a particular challenge for aircraft making approaches in darkness and heavy rain,” said ATSB executive director transport safety Nat Nagy.“In these circumstances, centerline lighting greatly helps flight crews align the aircraft with the runway.”Investigators also found that a disproportionate number of runway side excursions in reduced visibility happened on wider runways but not on facilities with centerline lighting.They issued a safety recommendation that the International Civil Aviation Organization review lighting standards as a result of the finding.ICAO currently recommends, but does not mandate, centerline lighting on wider runways.Darwin — which is jointly run by the Department of Defence and the civilian airport operator — is the only one of two Australian runways wider than 50m without the center lighting.This is despite a previous ATSB recommendation that it be installed after a 2003 runway excursion and a renewal of its concerns — in this case without a recommendation — after a 2008 hard landing.Both operators have advised the ATSB that the installation of center lighting would be considered in future runway works.Meanwhile, Virgin and Darwin airport told investigators they had initiated safety action which included providing flight crews with information about the specific risks of approaches to the facility.last_img read more

What Google Announced At I/O 2014

first_img8 Best WordPress Hosting Solutions on the Market A Web Developer’s New Best Friend is the AI Wai… Related Posts readwrite Tags:#Android#Google#Google I/O#Google I/O 2014#Keynote And here’s the video of the presentation—this embed will be displaying video of several I/O sessions while the conference is going on, but it will most likely default back to the keynote once I/O is over: Top Reasons to Go With Managed WordPress Hosting Why Tech Companies Need Simpler Terms of Servic… The keynote address at Google’s annual developer conference, I/O 2014, is over—but ReadWrite’s coverage is just getting started. See below for a list of our stories so far, as well as our live-tweet coverage and video of the presentation.ReadWrite’s complete coverage of Google I/O 2014:Google Previews The Next Big Release Of Android: “L”You Can Order An Android Smartwatch TodayGoogle Rolls Out Android TVGoogle Launches Android Auto, Its Road-Ready Smart-Car PlatformGoogle’s TV-Streaming Stick Chromecast Just Got Even SexierGoogle Strikes The Next Blow In The Cloud-Storage Wars: Unlimited Space10 Things Google Didn’t Announce At I/O 2014last_img read more

Inside IT: Evaluating McAfee Deep Defender

first_imgThe evolution of threats to the security of the enterprise has driven innovation in how that enterprise defends itself. New tools need to be developed to meet today’s threat landscape. McAfee has introduced such a tool, Deep Defender. It’s designed to detect kernel-based attacks that other traditional software security solutions would miss. In this podcast we talk with Intel IT Security Specialist Greg Bassett and Project Manager Stephanie Mahvi as they discuss the pilot study the company conducted to evaluate McAfee Deep Defender for the enterprise.last_img read more

5 Google Search Stats Every Marketer Should See

first_img More than 1/3 of Google Queries (Duplicates Excluded) Have Never Been Seen Before manfrys really dive in is of the utmost importance to any business.  Here are a – Average Time it Takes Google to Answer a Query is Less than ¼ Second That translates to about 1.5 changes per day! Are you staying on top of these changes? Are you studying and understanding the space in a way to best use it for business success? Originally published Jan 11, 2010 3:15:00 PM, updated October 20 2016 Topics: Download our This proportion includes all searches. What do you suppose happens to this proportion when the searcher uses a local qualifier like including a town or region name in the search? Of note, one of the changes from last year that is becoming more pervasive in the results set is seeing a Google map in a search without even using the local qualifier. photo by So why is this important? It’s because it never ends. The reason that the online space continues to improve in its delivery of results to the SMB is that it is evolving and morphing to the needs of today’s business and consumer alike. It’s not going to end. to creating a robust search presense or are you just going to wait for the “right moment”? The right answer should be obvious. Search Engine Optimization Kit As we have seen from an earlier HubSpot post, Do you think they are all wondering about celebrities and nonsense? No. They are looking for products and services like yours. few more points search engine optimization kit organic search Is there any wonder why Google is so dominant in this “I need it now!” world? 7 out of 10 US Google users make more than one search query per day. Will 2010 be the year that you Learn moreabout how you can optimize your site to rank higher in search enginesso you get found by more qualified prospects. 1 in 13 Google Result Pages Show a Map in Search Results that come directly from the Official Google blog describing things of interest to those using the searchengine to fuel their own revenue engine. Did you know…. . Normally the year in review “stuff” from search engines has little to do with business. While these lists may seem interesting for about half a second it really doesn’t do much for the SMB who is looking to get more business from their web presence. Google likes to play the game of telling us in early December what the most searched terms were and more but they wait until the start of January to tell the business users some important stats that could influence how they look at the engine. There were 540 Search Quality Improvements Made by Google Last Year SEO Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more

6 Signs Your Landing Page Needs to Be Redesigned

first_img Landing Page Design When it comes to marketing, there’s no end in sight. You can optimize, A/B test, and optimize some more, and there will still be something else you can improve.The key is knowing what’s worth improving first, and which improvements will garner more ROI. So if your landing pages are performing well, it might be better to focus your efforts elsewhere.But how can you know for sure if your landing page are in good shape? Here are six signs that your landing page needs to be redesigned or optimized to get you as many high-quality leads as possible.1) Your landing page conversion rate is lowYour first indication that your landing page needs work is that it’s not converting leads! If your conversion rate (CVR) is low, it’s time to look at the design and content of your landing page.Landing page CVR = # form completions / # landing page viewsBut how can you know if your conversion rate is low? Conversion rates depend on many different elements outside the content of the landing page:Your industryWhether your company is B2B vs. B2CThe page’s position in your buyers’ journey (for example, a top-of-the-funnel ebook landing page will have a higher CVR than a bottom-of-the-funnel demo landing page)What kind of traffic you’re driving to your landing page (paid vs. organic)SeasonalityThe age of the landing pageFor this reason, it’s hard to find benchmark data specifically for landing pages. Your own benchmark conversion rate will be a judgment call as you compare the CVRs of the various landing pages you’ve created.For example, let’s say you measure the CVR of your landing pages created each month, and they usually average between 50% – 55%. Ebooks yield 65% CVR, and webinars are a bit lower, around 40%. If you create a landing page for an ebook and it only has a 35% CVR, you’d know something’s wrong with that page, even if 35% would be a high CVR at another company.2) Your website conversion rate is lowAnother data point to look at is your website conversion rate. Website CVR = # of total conversions / # of website visitorsWhile your landing page conversion rate is more specific, your website conversion rate will indicate whether or not your entire conversion path needs a revamp. According to MarketingSherpa, benchmark website conversion rates are anywhere from 2% to 10%, depending on industry.This should give you a good idea of what your website conversion rate should be at a minimum — your goal should always be above average!3) The quality of your leads isn’t that greatYour landing page might be generating leads. But are they good leads? Are your sales reps working those leads and turning them into customers? If not, you may want to:Rewrite the copy to be more clear about what the visitor will be receiving by signing up.Increase your form length to better qualify your leads. This is a good option for when you’re getting too many leads for your sales team to sift through.Chat with your sales team to learn what obstacles high-quality leads face. It might be an issue with the offer you’re giving away, not just the design of the landing page. The offer itself might not be helping your audience solve any of their problems.4) Your landing page doesn’t pass the blink test”The blink test” is the commonly accepted 3-5 seconds during which a visitor lands on your website, judges it, and decides if they want to stay there and do something, or jump ship.Make sure that your landing page passes the blink test. Within 3-5 seconds, a visitor should know exactly what they’ll get by filling out a form on your landing page.You can use services like UsabilityHub and their five second test to determine if anonymous, random users understand what they’d be getting on your landing pages. Or you can print out your landing page, put it under your colleague/boss/spouse/parent/child’s nose for five seconds, pull it away, and ask what the page is offering. If most of your test subjects get the answer right, your landing page passed the blink test.5) You’re using a lot of textA dead giveaway that your landing page needs work is if it includes dense paragraphs of text. Text is overwhelming. Images and white space make website visitors happy. Take a look at variations A and B here. Which version is more enticing?Hint: Variation A, which is live here, is what we’re going for.6) You’re missing an essential landing page elementHere are all the elements any landing page should include. If you’re missing one, it’s a sign that you should take a look at your landing pages and make sure they’re following the best practices.A headline – says exactly what the offer is.An image – shows the offer (if necessary, it’s an abstract representation of the offer).Text conveying benefit of the offer – concise, ideally in the form of bullet points.A form – should be above the fold.A submit button – shouldn’t say “submit”, but instead say “download” or “save your seat,” etc.Want to share this post? Here are some ready-made tweets:Click to tweet: 6 Signs Your Landing Page Needs to Be Redesigned – http://hub.am/1ip3CCf by @DianaUrban at @HubSpot #webdesignClick to tweet: Does your landing page need a redesign? Find out here – http://hub.am/1ip3CCf #webdesign #leadgenerationClick to tweet: Great info here – 6 Signs Your Landing Page Needs to Be Redesigned – http://hub.am/1ip3CCf #webdesign Topics: Originally published May 29, 2014 2:00:00 PM, updated February 01 2017 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more

Does Entrepreneurship Have an Expiration Date? [Infographic]

first_img Entrepreneur-ship Inspiration Keys to Entrepreneur-ship Entrepreneurship Quotes Entrepreneurship BooksLooking for books to inspire and guide your entrepreneurial efforts? Here are some of the most popular reads:1. “Tools of Titans” by Tim FerrisFrom the #1 business podcast on iTunes: learn the tools, tactics, and morning routines of 200 of the world’s top performers in areas ranging from tech to powerlifting to special operations and the music industry.2. “Influence” by Robert CialdiniBased on 35 years of research, “Influence” breaks down the psychology of persuasion into six key principles. This is a must-read for anyone interested in hearing the word “yes” more often.3. “The Lean Startup” by Eric RiesA blueprint for the modern startup and a survival manual for a business environment where failure is the rule and not the exception. Learn how to innovate rapidly, put ideas to the test, and operate in the “extreme uncertainty” that is the startup ecosystem.4. “Idea to Execution” by Ari Meisel and Nick Sonnenberg”How to optimize, automate, outsource everything in your business… .” The authors used the process outlined in this book to take a business from an idea on a cocktail napkin to a 24-hour launch.5. “Pivot” by Jenny Blake”Pivoting” is the act of taking your existing strengths in a new direction. It’s about maximizing the opportunity presented by the question, “What’s next?” Blake explores the value of pivoting in business and in one’s own career.6. “Built to Last: Successful Habits of Visionary Companies” by Jim CollinsCase studies of business that have stood the test of time. “Built to Last” breaks down the structural secrets to organizational longevity. This is inspiration for anyone hoping to leave a legacy in business. 7. “Smarter, Faster, Cheaper” by David Siteman GarlandA guide to marketing for entrepreneurs in the digital age. Garland includes practical advice to make the most of online marketing tools and platforms. Topics: 1. Determine the legal structure of your business.First, you’ll need to figure out the kind of business yours will be from a legal point of view. This may change as you grow, and state laws vary. Let’s take a look at the four major types of legal structures you might choose to implement when starting your business:Sole proprietorship: In a sole proprietorship, you are the business as far as laws and taxes are concerned — you’re personally liable for debts and losses. When the time comes time to raise funds, you’d be asking backers to invest in a person rather than a business.LLC (limited liability company): With an LLC, you are not personally responsible for any financial or legal faults of the business. Although an LLC is more costly and complex to set up in comparison to some other legal structures, it comes with several tax advantages and protects owner(s).Partnership: A partnership is a single business where at least two people share ownership. Each owner contributes to all aspects of the business as well as shares in its profits and losses.Corporation: A corporation is a legal entity separate from its owners and has most of the rights and responsibilities an individual possesses (to enter into contracts, loan and borrow money, sue and be sued, hire employees, own assets, and pay taxes.)2. Choose and register your business name.Next, it’s time to select and register your business name. This might sound like a fun brainstorming activity, but it’s actually a paperwork-heavy legal process with far-reaching implications for your business down the road.If you’re starting an LLC, your name will be registered automatically when you register your business with the state. Otherwise, you’ll need to go through a separate registration process. Start with a trademark search and then see if the domain name you want is available. (You can trademark your name and logo for around $300.)3. Secure licenses, permits, and more.From here, make sure you have all of the right permits and licenses to ensure your business is legal. If you sell “tangible property” (i.e., physical items) you’re going to need a seller’s permit. This allows you to collect sales tax from customers. Some states require it for certain service-oriented businesses as well.The IRS can point you to the right office in your state, and SBA.gov has tools to help you find out what kind of license you’ll need to operate your business.4. Build your mission and vision statements.What does your business do? What do you stand for? What problem do you solve? How do you plan to make the world better? These are questions your mission and vision statements will answer.This step is a key component of your marketing strategy. Brands with a strong identity and mission statement have an easier time producing authentic and meaningful content that effectively communicates their core values.Vision vs. Mission StatementA vision statement describes where your company aspires to be upon achieving its mission. It describes where your company wants the community, or the world, to be as a result of their products or services.A mission statement explains the purpose of your organization and how your business serves customers. It typically includes a general description of your organization, its function, and objectives. Your mission statement should clarify the “what,” “who,” and “why” behind your business.Learn how to define inspiring vision and mission statements for your business with a free template.Your business should have strong and clear vision and mission statements. When you write vision and mission statements, define and explain the reasons why your business exists. Your statements should provide insight into who you are as a business and brand for both internal and external audiences including employees, partners, board members, audience members, customers, and shareholders.(If you choose, you can combine your vision and mission statements into one, comprehensive statement for your business and brand to share and stand by.)5. Write your marketing plan.Once you have your license and your name, it’s time to start building an online presence and telling your story — or developing a marketing plan.Ask yourself the following questions to help you with this:Who wants what I’m selling?Which people have a need for what I’m selling?Which people would become promoters of the product I’m selling?To simplify this process, think about your buyer personas (in-depth, semi-fictional profiles designed to help you better understand the needs of your target customers).Dig into who your buyer personas are and what messaging would likely resonate best with them. Consider their backgrounds, interests, goals, and challenges. Also think about their age, what they do, which social platforms they use, and so on.; ConclusionEntrepreneurship is a learning process and a journey of discovery. You don’t need to know everything to take the first small step, and when starting your own business, oftentimes, the best way to learn is by doing. Now, you have the tools and information you need to start — all that’s left to do is to get to work. Also within the world of entrepreneurship, you may have heard about social entrepreneurship — what is social entrepreneurship and why is it unique?Social EntrepreneurshipSocial entrepreneurship entails the same process as entrepreneurship but, instead of creating just any type of unique offering for consumers, it involves the creation of a solution to a community issue or problem.Social entrepreneurs work to develop, fund, and implement a variety of solutions to a wide range of community issues related to social, cultural, and environmental challenges — they work to foster positive change in society through their initiatives and innovations.Benefits to EntrepreneurshipEntrepreneurship can feel like a tedious and intimidating process at times — however, the rewards of entrepreneurship are so great they’re worth your hard work and time. Let’s take a look at some of the specific benefits of entrepreneurship.You control your destiny — you’re in charge of your business, goals, mission, and more.You manage your schedule including how and where you’re going to spend your time.You’re your own boss and manage all aspects of your business the way you see fit.You feel motivated to succeed, grow, and come to work — you believe in what you do.Your life is exciting — every day is filled with new opportunities to grow, develop your skills, and learn.You decide who you’ll bring onto your team as you grow (if and when you choose to expand your team).You determine your salary based on your efforts and the success of your business.You feel a sense of reward and motivation you most likely won’t feel in any other position, at any other company.You can change the world for the better — you’ll inspire others to pursue their dreams, create a product or service to solve a community’s (or group’s) needs.You will enhance the lives of your customers and anyone you cater to. How to Start a Business Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Entrepreneurship StatisticsAt a high level, one fact is clear about the entrepreneurship trend: It’s on an upward trajectory. After taking a steep decline during the U.S. recession between 2008 and 2011, it has rebounded and is now back to pre-recession growth rates.SourceA few other interesting stats and trends on entrepreneurship:Skills and expertise matter. Incompetence is the #1 reason small businesses fail, followed by inexperience. (FitSmallBusiness) Benefits to Entrepreneur-ship The Keys to Becoming a Successful EntrepreneurThere isn’t a one-size-fits-all recipe for success because so much of entrepreneurship is about blazing your trail and doing something that’s never been done before.With that said, there are various key traits and best practices most successful entrepreneurs share — let’s take a look:Get into it for the right reasons.Start your life as an entrepreneur by identifying a need or a problem and looking for a way to solve it. Focus on the process, not the potential outcome.Use prior knowledge and experience.Prior experience — whether from your day job or past startup ventures — is often critical to your success as an entrepreneur. In fact, 98% of founders surveyed said their prior work experience was “extremely important” to their success. And, according to one UK Study, at least 50% of all startup ideas come from experience gained in previous employment.Remember it’s all about execution.Guy Kawasaki said it well: “Ideas are easy. Implementation is hard.” By executing and being first to the market, you can seize the “first-mover advantage.” So, if you’re the first to market a good idea, your competition will have to play catch up. Factors such as brand recognition and switching costs work in your favor and make it harder for others to replicate your success.The classic example is Amazon. By the time their success prompted competitors to start their own online bookstores, Amazon had already taken a big enough market share to make competition nearly impossible. Their execution — not their bright idea — is what changed the way the world shops.Execution is a habit, it’s something you can hardwire into the DNA of your business. Make it a priority to develop a culture of action and execution.Embrace uncertainty and risk.Starting your own business is a journey into the unknown — you need to embrace uncertainty. Risk is not only an essential element of entrepreneurship, but it also tends to be directly related to success: The bigger the risks, the bigger the potential payoff.Don’t fear failure, learn from it.Studies have shown that one of the clearest indicators of future success for an entrepreneur is if they have experienced failure in the past. This may sound counterintuitive, but not when you think of failure as a teaching tool. In fact, many of today’s tech startups live by the mantra: “Fail forward,” and several businesses that are now household names — like Airbnb and Uber — took multiple launches to succeed.In the long run, it’s better to focus on developing a minimum viable product, launching, and optimizing based on feedback, rather than trying to get it right the first time with an untested idea of a “perfect” product.How much risk you take depends on you, your business, and specific circumstances. For example, buying a domain name doesn’t require the same level of commitment as building a prototype. What matters most is that you grow from your setbacks and maintain a willingness to try new things.And speaking of risk and failure in entrepreneurship, let’s take a look at four of the most commonly made mistakes and risks entrepreneurs face. This way, you can be aware of and work to avoid them as you begin your venture. These common risks are related to demand, technology, execution, and finances.1. Demand RiskAre consumers interested in your product or service offering? Demand risk is the prospective customers’ willingness to purchase or adopt the offering.2. Technology RiskAn entrepreneur assumes technology risk when engineering or scientific research and development are necessary to create the product. For example, if you plan to create a ground-breaking cure for a disease, you’d assume the risk if the scientific development wasn’t successful.3. Execution RiskTo be a successful entrepreneur, you also need to be a strong leader. Execution risk is used to describe the entrepreneur’s ability to build a strong team of employees and partners to carry out plans.4. Financial RiskEvery entrepreneur assumes financial risk, and oftentimes use personal funds to grow their business. They must operate under the assumption that they’ll be able to access external capital from other funding sources (e.g., investors, venture capitalists, crowdfunding).How to Find FundingAnyone who’s built a business or multiple businesses will say there’s no scarcity of money available for entrepreneurial ventures. If you have valuable ideas, strong execution, and clearly communicate your vision, you’ll have no trouble raising funds.Focus on determining which funding strategy best suits your needs and think about how you can offer value to potential backers. Here’s a quick look at the most common funding strategies:BootstrappingBootstrapping has many advantages over other forms of funding: It doesn’t incur interest and it allows you to maintain control over your business and its equity (to name a few).So what is it? Bootstrapping means self-funding.Meaning, no taking on any outside funds to grow the business. Instead, profits are reinvested. Bootstrapped businesses keep costs low and scale at a sustainable pace. We all know the stories of multi-billion dollar companies like Apple that started in a garage or a basement. According to SBE Council, 51.6% of new businesses do likewise.The internet is your friend: Domain names are cheap. Social media offers free marketing. Online retail has a fraction of the overhead of a brick-and-mortar location. When it comes to generating cash early in the game, look at your business model. Consider pricing in a way that generates revenue in a recurring fashion (i.e., subscriptions over one-off sales).Small Business Loans and Venture CapitalTraditional small business loans and venture capital funding offer big money … but often with big strings attached.Small business loans provide an established source of financing that favors more traditional business models. If you go this route, expect to present a meticulous and clear business plan and account for every penny of it.Venture capital is on the opposite end of the spectrum. VC backers look to put serious cash behind ideas that promise quick and massive growth. Very few have what they’re looking for. The ones that do can expect to trade some of their control of the business and a share of its profits in exchange for VC backing.It’s essential to find a backer who shares your vision and offers more than just money. With that said, there are some less obvious benefits of equity financing. The process of honing your pitch will reveal areas for improvement in your business model that you might not have been otherwise discovered.Funding is also validating. It means someone is willing to put a dollar amount on how much they believe in what you’re doing. And an influx of cash when you’re starting out makes all the difference when you need to quickly solidify your first-mover advantage.Silent PartnerAnother option is to work with a silent partner. Similar to a VC backer, this is someone who puts significant funds into your project and expects significant returns. But unlike a VC, a silent partner doesn’t want any part in your business decisions. Because silent partners don’t have a say in your business, they’re considered investors by the SEC.CrowdfundingCrowdfunding sites, like Kickstarter and Indiegogo, are a new source of funding that have many upsides for entrepreneurs. Crowdfunding provides money without taking equity or autonomy. These platforms allow you to go straight to your fans and potential users. This promotes future growth and raises capital at the same time.SourceCrowdfunding sites also serve as marketing platforms. Your content, branding, and mission statement will attract people to your campaign and hopefully motivate them to back it.Since you’re not giving crowdfunding backers an equity stake or seats on the board, you have to give them something. Campaigns on these platforms tend to offer backers prizes in exchange for their contribution: this can be early access to your product, tickets to a live event, etc. Here you have another learning opportunity. Designing a crowdfunding campaign forces you to consider the value you’re offering your customer.They say that the best marketing technique is to design an outstanding product. If what your offering is really of value, your backers will let you know by paying you for it.Friends and FamilyMom and dad might not have as much money as a venture capital firm or a big bank, but they tend to have much better terms. Family and friends can be a great source of seed money, particularly when you’re young and inexperienced. They’re more likely to invest in your potential and your work ethic than a backer who might want to see proof of concept you’ve yet to produce.Special ProgramsThere are entire industries out there — from co-working spaces to CRM software to government grants — dedicated to helping entrepreneurs succeed.The recent boom in entrepreneurship has sparked competition between governments at local, state, and national levels to attract and foster business development. Business incubators provide essential infrastructure and tools that might otherwise be out of reach for small businesses.Seed accelerators are highly competitive programs that put startups in head-to-head competition for seed funding. Winners often receive mentorship and educational resources along with financing. (Here’s a ranking of seed accelerators.)And here at HubSpot, we have a few special programs of our own:HubSpot for Startups offers software, education, and support for new and growing businesses.HubSpot Academy provides free education in sales, design, marketing, and more.center_img How to Start a Business Entrepreneurship is the process that someone works through while starting a new business. That individual — the entrepreneur — must identify a market gap and develop a product or service to address that need. Entrepreneurs manage their business and assume any associated financial risks. Entrepreneur-ship Statistics Determine the legal structure of your businessChoose and register your business nameSecure licenses, permits, and moreBuild your mission and vision statementsWrite your marketing plan Source82% of entrepreneurs work 40+ hours per week. 19% work 60+. (TAB)In 2018, 75% of CFOs of mid-sized organizations reported that their job was becoming more strategic. (Forbes)64% of entrepreneurs surveyed said they believe they must have a positive social and economic impact. (HSBC)7.4% of all job seekers started their own business in 2016. (Fortune)Women were starting 40% of all new businesses, and persons of color made up 40% of entrepreneurs in 2016. (Inc)The United States is still considered the world’s most small-business-friendly country. (FitSmallBusiness)The U.S. also the best place to start a business as a woman. (HubSpot)1 in every 18 people on the planet owns their own business. (HubSpot)We’ve reviewed what entrepreneurship is, the benefits of becoming an entrepreneur, and statistics and trends related to the field. So, now it’s time to get the ball rolling and think about how you’re going to start your business. Let’s review five important, first steps to take when beginning your company.  Entrepreneurship Entrepreneurship is the process of starting (or improving upon) a business with the ultimate goal of making a profit.It often involves great risk and uncertainty, but it’s also an opportunity to overcome those challenges and manage multiple aspects of a business operation. From marketing to accounting to logistics and beyond, entrepreneurs oversee the many facets of running a business.Download Now: Free Business Plan TemplateBut entrepreneurship isn’t easy. In fact, data shows that 90% of startups fail. Despite this, entrepreneurship remains an extremely enticing career path. Like many high-risk activities, it often draws people who see the risks as an exciting challenge rather than a disclaimer.And while the risk might be great, so are the rewards — entrepreneurship is easily one of the most creative and rewarding forms of business. And some of the most well-known people across the world are/ were famous entrepreneurs, including Oprah Winfrey, Bill Gates, Walt Disney, J.K. Rowling, and Steve Jobs.If you aspire to be like these successful people, entrepreneurship might be the path for you.So, what is entrepreneurship? What Is Entrepreneur-ship? “A year from now you will wish you had started today.” — Karen Lamb“Success is not the key to happiness. Happiness is the key to success. If you love what you are doing, you will be successful.” — Albert Schweitzer“Dream big. Start small. But most of all, start.” — Simon Sinek“Be patient with yourself. Self-growth is tender, it’s holy ground. There’s no greater investment.” — Stephen Covey“My best advice to entrepreneurs is this: Forget about making mistakes, just do it.” — Ajaero Tony Martins“Ambition is the steam that drives men forward on the road to success. Only the engine under full steam can make the grade.” — Maxi Foreman“The only way to do great work is to love what you do.” — Steve Jobs“The best way to predict the future is to create it.” — Peter Drucker“One of the huge mistakes people make is that they try to force an interest on themselves. You don’t choose your passions; your passions choose you.” — Jeff Bezos“Ambition is the steam that drives men forward on the road to success. Only the engine under full steam can make the grade.” — Maxi Foreman“Waiting for perfect is never as smart as making progress.” — Seth Godin”Entrepreneurship is at the core of the American dream. It’s about blazing new trails, about believing in yourself, your mission and inspiring others to join you in the journey. What sets [entrepreneurs] apart is the will, courage and sometimes recklessness to actually do it.” — Derek Hutson Originally published Aug 13, 2019 9:33:00 AM, updated August 14 2019 Entrepreneurshiplast_img read more

15 Important Ways to Use Case Studies in Your Marketing

first_img3) Implement slide-in CTAs.Pop-ups have a reputation for being annoying, but there are ways to implement that that won’t irk your website visitors. These CTAs don’t have to be huge, glaring pop-ups — instead, relevant but discreet slide-in CTAs can work really well.For example, why not test out a slide-in CTA on one of your product pages, with a link to a case study that profiles a customer who’s seen great results using that product?Get Inspired: If you need some help on creating sliders for your website, check out this tutorial on creating slide-in CTAs.4) Write blog posts about your case studies.Once you publish a case study, the next logical step would be to write a blog post about it to expose your audience to it. The trick is to write about the case study in a way that identifies with your audience’s needs. So rather than titling your post “Company X: A Case Study,” you might write about a specific hurdle, issue, or challenge the company overcame, and then use that company’s case study to illustrate how the issues were addressed. It’s important not to center the blog post around your company, product, or service — instead, the customer’s challenges and how they were overcome should take centre stage.For example, if we had a case study that showed how one customer generated twice as many leads as a result of our marketing automation tool, our blog post might be something along the lines of: “How to Double Lead Flow With Marketing Automation [Case Study].” The blog post would then comprise of a mix of stats, practical tips, as well as some illustrative examples from our case study.Get Inspired: Check out this great example of a blog post from Moz, titled “How to Build Links to Your Blog – A Case Study.”5) Create videos from case studies.Internet services are improving all the time, and as a result, people are consuming more and more video content. Prospects could be more likely to watch a video than they are to read a lengthy case study. If you have the budget, creating videos of your case studies is a really powerful way to communicate your value proposition. Get Inspired: Check out one of our many video testimonials for some ideas on how to approach your own videos.6) Use case studies on relevant landing pages.Once you complete a case study, you’ll have a bank of quotes and results you can pull from. Including quotes on product pages is especially interesting. If website visitors are reading your product pages, they are in a “consideration” mindset, meaning they are actively researching your products, perhaps with an intent to buy. Having customer quotes placed strategically on these pages is a great way to push them over the line and further down the funnel.These quotes should be measured, results-based snippets, such as, “XX resulted in a 70% increase in blog subscribers in less an 6 months” rather than, “We are proud to be customers of XX, they really look after us.”Get Inspired: I really like the way HR Software company Workday incorporates video and testimonials into its solutions pages.Off Your Website7) Post about case studies on social media.Case studies make for perfect social sharing material. Here are a few examples of how you can leverage them on social:Share a link to a case study and tag the customer in the post. The trick here is to post your case studies in a way that attracts the right people to click through, rather than just a generic message like, “New Case Study ->> LINK.” Make sure your status communicates clearly the challenge that was overcome or the goal that was achieved. It’s also wise to include the main stats associated with the case study; for example, “2x lead flow,” “125% increase in X,” and so on.Update your cover image on Twitter/Facebook showing a happy customer. Our social media cover photo templates should help you with this!Add your case study to your list of publications on LinkedIn.Share your case studies in relevant LinkedIn Groups.Target your new case studies to relevant people on Facebook using dark posts. (Learn about dark posts here.)Get Inspired: MaRS Discovery District posts case studies on Twitter to push people towards a desired action.8) Use case studies in your email marketing.Case studies are particularly suited to email marketing when you have an industry-segmentable list. For example, if you have a case study from a client in the insurance industry, emailing your case study to your base of insurance-related contacts can be a really relevant addition to a lead nurturing campaign.Case studies can also be very effective when used in product-specific lead nurture workflows in reactivating opportunities that have gone cold. They can be useful for re-engaging leads that have gone quiet and who were looking at specific areas of your product that the case study relates to.Get Inspired: It’s important that your lead nurture workflow content includes the appropriate content for where prospects are in the sales cycle. If you need help on how to do this, check out our post on how to map lead nurturing content to each stage in sales cycle.9) Incorporate case studies into your newsletters.This idea is as good for your client relations as it is for gaining the attention of your prospects. Customers and clients love feeling as though they’re part of a community. It’s human nature. Prospects warm to companies that look after their customers; companies whose customers are happy and proud to be part of something. Also, whether we are willing to admit it or not, people love to show off!Get Inspired: Newsletters become stale over time. Give your newsletters a new lease of life with our guide on how to create newsletters that don’t suck.10) Equip your sales team with case studies.Tailored content has become increasingly important to sales reps as they look to provide value on the sales call. It’s estimated that consumers go through 70-90% of the buyer’s journey before contacting a vendor. This means that the consumer is more knowledgeable than ever before. Sales reps no longer need to spend an entire call talking about the features and benefits. Sales has become more complex, and reps now need to be armed with content that addresses each stage of the buyer’s process. Case studies can be really useful when it comes to showing prospects how successful other people within a similar industry has benefited from your product or service.Get Inspired: Case studies are just one type of content that helps your sales team sell. They don’t always work by themselves, though. Check out our list of content types that help sales close more deals.11) Sneak a case study into your email signature.Include a link to a recent case study in your email signature. This is particularly useful for salespeople. Here’s what my email signature looks like:Get Inspired: Did you know that there are lots more ways you can use your email signature to support your marketing? Here are 10 clever suggestions for how you can do this.12) Use case studies in training.Having customer case studies is an invaluable asset to have when onboarding new employees. It aids developing their buy-in, belief in, and understanding of your offering.Get Inspired: Have you completed our Inbound Certification course yet? During our classes, we use case studies to show how inbound marketing is applied in real life.In Lead-Gen Content13) Include case studies in your lead gen efforts.There are a number of offers you can create based off of your case studies, in the form of ebooks, templates, and more. For example you could put together an ebook titled “A step-by-step guide to reaching 10,000 blog subscribers in 3 months…just like XX did.” You could create a more in-depth version of the case study with access to detailed statistics as an offer. (And don’t forget, you can also use quotes and statistics from case studies on the landing page promoting the ebook, which adds credibility and could increase your conversion rates.) Or, you could create a template based on your customer’s approach to success.Get Inspired: If you think you need to be an awesome designer put together beautiful ebooks, think again. Create ebooks easily using these customisable ebook templates.You can also use case studies to frame webinars that document how to be successful with X. Using case studies in webinars is great middle-of-the-funnel content and can really help move your leads further down the funnel towards becoming sales qualified leads.Get Inspired: Webinars are really effective as part of a lead nurturing workflow. Make sure your next webinar is spot on by following these simple webinar tips.14) Create a bank of evergreen presentations.It’s important to build up a bank of evergreen content that employees across your organisation can use during presentations or demos. Case studies are perfect for this.Put together a few slides on the highlights of the case study to stir people’s interest, and then make them available to your sales and customer-facing teams. It’s helpful if the marketer who created the presentation is the one who presents it to anyone who might use them in the future. This ensures they can explain the presentation clearly and answer any questions that might arise.Get Inspired: What to create presentations people want to use? Here’s a list of tools to make your presentations great.15) Create SlideShares based on case studies.Following on from a few short slides, you could also put together a more detailed presentation of the case study and upload it to SlideShare. After all, not only is SlideShare SEO-friendly (because Google indexes each presentation), but there is a huge pre-existing audience on SlideShare of over 60 million users you can tap into. SlideShare presentations are also easy to embed and share, and allow you to capture leads directly from the slides via a lead capture form.Get Inspired: Want to generate more leads with SlideShare, but not sure how to get started? Check out this blog post.Are you creating case studies to help grow your business? We’ve put together The Ultimate Case Study Creation Kit to provide you with everything you need to create awesome case studies. It includes a visual guide including sample interview questions as well as a template so you can get started straight away. Download it here.How do you market your case studies? Let me know in the comments below! Topics: Originally published Jan 15, 2015 4:00:00 AM, updated July 28 2017 Content Typescenter_img Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack When you’re thinking about investing in a product or service, what’s the first thing you do?Usually, it’s one or both of the following: You’ll likely ask your friends whether they’ve tried the product or service, and if they have, whether they would recommend it. You’ll also probably do some online research to see what others are saying about said product or service. Nowadays, 9 out of 10 people are looking at online product reviews, posts on social networks, and so on before making a purchasing decision. Most customers know that a little online research could spare them from a bad experience and poor investment of your budget.Case studies are an invaluable asset when it comes to establishing proof that what you’re offering is valuable and of good quality.According to Content Marketing Institute, U.K. marketers use, 12 different marketing tactics on average, with case studies being the fifth most popular after social media content, enewsletters, blogs, and website articles. It doesn’t stop there: The CMI also reports that 63% of UK marketers believe that case studies are effective marketing tactics.Okay, so you know case studies work. The question is, how do they work? And how can you squeeze the most value out of them? Here are 15 ways you can market your case studies to get the most out of them.On Your Website1) Have a dedicated case studies page.You should have a webpage exclusively for housing your case studies. Whether you call this page “Case Studies, “Success Studies,” or “Examples of Our Work,” be sure it’s easy for visitors to find.Structure on that page is key: Initial challenges are clear for each case, as well as the goals, process, and results.Get Inspired: Google’s Think With Google is an example of a really well structured case study page. The copy is engaging, as are the goals, approach, and results.2) Put case studies on your home page.Give website visitors every chance you can to stumble upon evidence of happy customers. Your home page is the perfect place to do this.There are a number of ways you can include case studies on your homepage. Here are a few examples:Customer quotes/testimonialsA call-to-action (CTA) to view specific case studiesA slide-in CTA that links to a case studyA CTA leading to your case studies page Get Inspired: Theresumator.com incorporates testimonials onto their homepage to strengthen their value proposition.Bonus Tip: Get personal.Marketing gurus across the world agree that personalised marketing is the future. You can make your case studies more powerful if you find ways to make them “match” the website visitors that are important to you.People react to familiarity — for instance, presenting someone from London with a case study from New York may not resonate as well as if you displayed a case study from the U.K. Or you could choose to tailor case studies by industry or company size to the visitor. At HubSpot, we call this “smart content.”Get Inspired: To help explain smart content, have a look at the example below. Here, we wanted to test whether including testimonials on landing pages influenced conversion rates in the U.K. The landing page on the left is the default landing page shown to visitors from non-U.K. IP addresses. For the landing page on the right, we used smart content to show testimonials to visitors coming from U.K. IP addresses.last_img read more