For 301 redirects, you can use .htaccess (which can be slow), a redirection plugin, or do-it-yourselfNeed to migrate a Drupal theme to WordPress? Unfortunately, there’s no direct option, you’ll need to do it manually.Stephanie kindly posted her presentation slides from her presentation. Did you attend the session? Add your comments or other resources in the comments. Share this:Click to share on Twitter (Opens in new window)Click to share on Facebook (Opens in new window)Click to print (Opens in new window)Like this:Like Loading…RelatedWeekly Roundup of Web Design and Development Resources: July 22, 2016In this week’s web design and development resources roundup, you’ll learn about the principles of UX design, find out how to make your web apps more accessible, discover how to improve security and performance with your external links, and more. If you’re new to my blog, each Friday I publish…In “Web design & development links”May 31, 2019 Weekly Roundup of Web Design and Development NewsIn this week’s web design and development news roundup, you’ll learn 8 tips for conducting user interviews over the phone, find an updated guide for maintaining content in WordPress, discover a tool to generate CSS Grid markup, and more. If you’re new to my blog, each Friday I publish a…In “Web design & development links”Weekly Roundup of Web Design and Development News: November 18, 2016In this week’s web design and development resources roundup, you’ll learn four ways to declutter your design, find out how designing accessible sites affects everyone, discover how to share an unpublished WordPress post, and more. If you’re new to my blog, each Friday I publish a post highlighting my favorite…In “Web design & development links” Have you ever had the task of importing content into WordPress? From a legacy home-grown content management system? Or perhaps Drupal or Dreamweaver? Did you know what steps to take to make sure the content migrated correctly? At her Getting to WordPress session at last weekend’s WPCampus 2016 conference, Stephanie Leary shared tips and examples from real projects for moving content into a WordPress site. Though I didn’t attend WPCampus 2016 in person, thanks to livestream, I was able to watch sessions online. Here are my notes from Stephanie’s talk: Moving content is a can be a pain. You can’t count on everything importing correctly. Be ready to do some cleanup work after importing.It’s like moving to a new house. You have to look at all your stuff, figure out what you want to keep, and what you want to toss. Then you get to box up everything. Or you hire a moving company to box it up and move it. And sometimes, even when the box has a big red “kitchen” label, the box ends up in upstairs bedroom. Do your homework: check the WordPress Codex for importing content. The Codex includes info for importing content from over 50 systems, including Blogger, Drupal, Joomla, Magento, Mambo, and more. Take a look at it, you’ll find lots of helpful information and resources.Three options for importing: WP All Import premium plugin, HTML Import free plugin, or do-it-yourself.Create your content model. Will you mirror or improve? Tools to help you: GenerateWP, Custom Post Type UI, Advanced Custom Fields.When you’re ready to export, check your date formatting, character encoding, link and image paths (are they relative or absolute?).Turn off any auto-publicize tools or plugins before you import content. Otherwise, you run the risk of all your existing content being posted on Facebook or tweeted. Again. Oops!Notify sysadmins before the import, in case of memory or other issues. I remember this was an issue for me for one of my projects. Sysadmins are your friends!After the import, get help from plugins for updates and changes: Search and Replace (one of my favorites!), Term Management Tools, and Content Audit (no more spreadsheets, create a content audit in WordPress).For reviewing content that you’ve imported, Admin Columns plugin is great, ~ @sleary. https://t.co/mcDPkKU5E3 #WPCampus— Deborah Edwards-Onoro (@redcrew) July 16, 2016
The 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.
You might be already convinced in the value of content creation for marketing purposes. But how do you go about creating the type of content that will trigger the most interest in your target audience? marketing resources In this episode of the Originally published Feb 14, 2011 8:00:00 AM, updated October 20 2016 Examine a Case Study Who Are You Trying to Reach? It is a good idea to pick a case study of a company that is doing something similar and examine their strategy. David gave as an example HubSpot and our way of providing businesses with valuable product Lauren’s Hope , David discusses ways in which you can wrap your mind around interesting content creation. . But there are a ton of other companies from different industries practicing the same religion. For instance, some of our customers totally rocking at blogging include and , Do you have any best practices for creating content that will trigger great interest in your target audience? to draw people in and prompt them to learn more about our River Pools & Spas PrimePay . Content Marketing The most important thing from a best practice perspective, David Meerman Scott says, is not talking about yourself and your product. “Instead, think about the people you want to reach. Understand how you can provide value to them,” he says. Weekly Marketing Cast It is hard not to talk about our products, David admits. That is what we have been taught to do. But if you focus on the people you are trying to reach, your marketing will be much more effective. Topics: Think about the people you are trying to reach and segment them into groups or buyer personas, as David calls them. Then, you can start creating content especially targeted to them. As an example David points out the hotel business industry where marketers have very distinct personas they can focus on, e.g. independent business travelers, conference organizers, couples looking to hold a wedding reception… Each one of these requires a different type of content. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
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
Who knew that 140-character messages could do such wonders for your business? The fact is, when used effectively, Understand Twitter’s role in social search Track and analyze your campaigns How to Use Twitter for Business ” is a free introductory guide that covers everything from getting started with tweeting to generating leads on Twitter. It was specifically written for users who are getting started in 2011, and by reading it, you’ll be well on your way to becoming a Twitter rockstar! Twitter can have a number of business benefits Start unlocking Twitter’s business potential today by learning how to leverage Twitter’s 200 million users to improve your marketing and business results. Specifically, the 40-page guide will teach you how to: Topics: Originally published Jul 5, 2011 11:42:00 AM, updated October 20 2016 Luckily, we’ve just released a new ebook to guide the way! ” Download your copy here! Twitter Marketing Businesses of all sizes in various industries are discovering the power of tweeting as a way to achieve their business goals, but if you’re just starting out, it may be tough to know where exactly to begin. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack , like helping you develop and promote your brand and content, interact and support your customer base, monitor social media, develop online relationships, and yes, even generate leads! Use Twitter for business, marketing, lead generation, PR, and customer service Optimize your Twitter profile for business Find the right people to follow and attract new followers
We know that Google’s marketing power stretches far beyond the search engine land. The 3. About Google’s Keyword Tool Grab your Google Places listing as soon as possible. It’s a free way for you to get listed on the first page of Google and level the playing field. When creating the listing, optimize for the right keywords and feature images and videos relevant to your business. 7. About Google Places beyond search engine optimization with . This is called contextual targeting. , you’ll see that after we cover each tool in greater detail and offer next steps to make the knowledge you gain really actionable. . From Google Places to Google Reader, our free ebook walks you through 7 tools that will help you become a better marketer. As part of the Google Display Network, Google partners with hundreds of websites, news pages, and blogs that can feature your ads. “And similar to how it works with Google Search, your keywords determine where your ads are shown on the Display Network,” Topics: . When you create a specific ad, Google can match it to a website it relates to. For example, if you’re a bakery and your ad is about a cake, it will fit in well with the Dining and Wine section of 2. About Google Docs 4. About Google Alerts Google News provides you with a great platform to find news relevant to your industry and generate content ideas from the results you see. Take advantage of a story’s timeliness and piggyback on its newsworthiness. new ebook HubSpot’s newest ebook Google Docs helps with brainstorming new content ideas and collaborating within the actual creation process. Maintaining these docs, you can eliminate unnecessary meeting time and be much more efficient. . In both formats, we saw that the demand to learn more about Google’s marketing assets was strong. Here are some highlights from the ebook: Ready to take advantage of these tools in your day-to-day marketing activities? In our You can learn Originally published Jul 7, 2011 1:45:00 PM, updated October 20 2016 how to unlock the power of Google tools 1. About Google AdWords The inspiration for this ebook came from a more Google Alerts enable you to easily monitor the web for desired keywords, sending you email messages when these terms are being used. For example, we use Google Alerts to monitor the word “HubSpot” along with “inbound marketing” and “internet marketing.” It’s one way to stay on top of news related to our industry and brand. 5. About Google News as well as a recent release of Google+ In today’s attention economy, time is our scarcest resource. That’s why we value most the tools that save us time. Google Reader does exactly that—saves you time by allowing you to quickly filter through news stories, blog posts, videos, and other content relevant to your industry. Subscribe to websites, blogs, industry leaders, and get notifications on their updates. In addition to suggesting keyword ideas, Google’s Keyword Tool will also tell you how competitive these phrases are. Generally, you don’t want to choose highly competitive keywords, but you want to focus on the ones you can realistically start ranking for. The New York Times SEO Resources Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack 6. About Google Reader Hope you enjoy the read and become a better marketer by using these helpful tools! webinar on the same topic extensive blog post about Google’s tools Google’s Step-by-Step guide reads makes us even more acutely aware of this reality. But let’s take a step back and look at some of Google’s other assets that have, over time, become marketers’ best friends.
This article was written by Mike Goulet and Tyler Orfao and industry report that will help marketing agencies with their own challenges This problem is often the result of poor sales practices. Many marketing agencies rely on their portfolios, hoping that their past work will impress their prospect enough to sell them. A lack-luster sales process ignores specific client needs and fails to probe deeper into a client’s overall goals. Potential clients will leave the sales pitch disinterested and frustrated from hearing only about the agency’s capabilities. Similar to the previous challenge, these marketing agencies could be unable to close a deal due to the lack of adequate services required to accomplish the prospect’s marketing goals. Delves deeper into lead generation, retainers, and other components of the marketing services sales process. . Agencies need to develop a stronger sales process to determine their prospect’s goals and challenges, as well as devise plans together. Truly robust sales processes focus on client pain points and goal-oriented solutions. Agencies should also consider using a customer relationship management (CRM) system that tracks lead intelligence and activity. Finally, like the previous challenge, these agencies should also reconsider their service offerings, and keep in mind customers may want complete and integrated marketing solutions. This blog post provides a glimpse into the biggest challenges facing the marketing services industry today. It also serves to launch an initiative to gain greater insight into the marketing services industry through a Ironically, the challenge marketing agencies struggle with the most is marketing for themselves. This is understandable, however, since there are so many factors that go into generating leads. A lot of this could be contributed to choosing marketing channels that are interruptive and non-permission based in nature. Potential customers are increasingly less tolerant of outbound marketing practices and search for the products and services they seek to buy. Another contributing factor could be that these marketing agencies often prioritize working with their current clients over lead generation activities. 2. Cash Flow is Too Variable survey What Agencies Can Do Based on preliminary data HubSpot has been collecting from marketing agencies, some common trends have emerged that we feel are worth sharing. The most pressing and valuable trend to address is what agencies say is their biggest challenge. Two thirds of the marketing agencies polled listed the following 3 issues as their biggest marketing challenge: Determines what makes a successful marketing services package. Marketing agencies who considered this to be their biggest challenge are typically too tactical and tend to specialize in only a few services for their clients. By only performing niche services like website design or social media marketing, these agencies mostly acquire projects rather than retainers, leaving clients to rely on them for only a brief time. Left with only project work, cash flow becomes unpredictable and often leads to financial challenges. 1. Not Generating Enough Leads Originally published Jul 21, 2011 6:30:00 PM, updated October 20 2016 : State of the Marketing Services Industry Report Identifies industry best practices. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack : Marketing agencies with this problem should reconsider which marketing channels they use to reach their prospects, and use more inbound marketing techniques like blogging, SEO and social media to generate traffic. In order to turn traffic into leads, agencies should also start using some “top of the funnel” lead generation offers because potential leads are more inclined to download marketing material if it provides helpful advice. Agencies must also streamline client delivery processes in order to free resources that can then be spent on business development and lead generation activities. In turn, this will lower the reliance on referrals and repeat business, which is often hard to predict and grow. ” that: 3. Difficulty Signing Up New Clients What agencies can do What Agencies Can Do Interested in learning more about how to conquer these challenges? Well, we are too, and could use your help! We are conducting a survey for marketing agencies that will identify what makes a strong marketing agency impervious to these weaknesses. After collecting the surveys we will create a “ Topics: : Agencies should develop a process that encourages continuous, high-level collaboration with clients across a variety of specific online marketing activities. These activities and services should also enable the monitoring of a lead from its earliest conversion to the final sale. In doing so, agencies can determine how to repeat the marketing activities that produce sales and increase clients’ ROI. This complete marketing strategy also ensures that agencies become a critical component of a client’s success, which results in more retainer opportunities and more dependable cash flow. Agency Marketing Survey Image Credit: Patrick M. Len via Flicker
Topics: Originally published Mar 19, 2013 12:35:00 PM, updated July 28 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 Calls-to-action (CTAs) are one of the most critical inbound marketing tools. Whether they take the form of anchor text links, images, or buttons, CTAs are what motivate and direct your visitors to take a desired action, usually on a landing page. This could mean anything from registering for an event, downloading content and converting into leads, or encouraging prospects to move further down your marketing funnel toward sales-readiness.But not all calls-to-action are effective at converting your visitors. And because we’ve worked with so many marketers over the years, we’ve seen our fair share of lackluster and underperforming CTAs in our day. So to help you get a handle on some of the most critical CTA best practices, this post — and the accompanying SlideShare — will uncover the good, the bad, and the ugly of calls-to-action, so you can learn what works (and what doesn’t) with CTAs. 20 Do’s & Don’ts for Clickable Calls-to-Action from HubSpot All-in-one Marketing Software 20 Critical Do’s and Don’ts for Compelling Calls-to-Action1) DON’T use “submit” on your form buttons.DO use valuable and actionable copy, such as “Download Now,” “Get Your Free Trial,” “Speak to an Expert,” or “Buy Now.”Why? Think about it: No one likes to “submit” to anything. By stating the value of what the visitors will receive by clicking the button, you will reduce anxiety and friction and, thus increase clickthroughs.2) DON’T hide your CTAs where no one can see them.DO place your CTAs above and below the fold and within the visitor’s “eye path.”Why? Calls-to-action are worthless if no one can see them! Don’t make the mistake of neglecting to position important calls-to-action front and center so visitors miss them altogether.3) DON’T use the same or similar colors in your CTAs as the page’s background color.DO use bold, contrasting colors in your CTAs so they don’t blend in with the page.Why? If your CTA uses colors similar to those of the background — whether on a page, in an email, or within any other channel, it will blend into the page, making it difficult for visitors to notice. Simple as that!4) DON’T use teeny, tiny CTAs that no one will notice.DO make them big and bold.Why? So they stand out! It’s important to make CTAs one of the bigger, more prominent objects on a page to increase the likelihood of clickthroughs.5) DON’T make the design of your CTAs look flat.DO make them look “clickable” and button-like by adding bevels, shadows, and hover effects.Why? Online visitors are conditioned to recognize clickable elements like buttons and links. Use copy or design to indicate that visitors should “click here.”6) DON’T use CTAs in the wrong place at the wrong time.DO use CTAs that relate to the content on the existing page, or align with the buyer’s interests and needs.Why? Many marketers make the mistake of pushing a CTA too soon or with the wrong audience. Matching the CTA with the lifecycle stage or interests of the visitor will make for a more effective call-to-action and increase clickthroughs. 7) DON’T be too wordy.DO make sure CTAs are clear, simple, and uncluttered.Why? Attention spans are short. Get to the point quickly.8) DON’T use vague, cliché, or passive language.DO use compelling and actionable copy that conveys the value being offered.Why? The most effective calls-to-action tell visitors what to do (e.g. click here, download now, get your XYZ). Use words that convey action so there’s no question about it.9) DON’T oversell and under-deliver.DO set the right expectations about what visitors will receive.Why? Many calls-to-action make fake promises. Just think of decades’ worth of Mad Men type advertising. Visitors have high expectations that your CTA will deliver what’s promised.10) DON’T link your CTAs to your homepage.DO direct each CTA to its own dedicated landing page that restates the offer and copy from the CTA.Why? A homepage is a dumping ground for all miscellaneous traffic. CTAs give you the opportunity to increase conversions by driving visitors from a particular channel or source to a specific landing page that is closely tied to the CTA. This reduces friction because visitors will know they landed in the right place. Bringing them directly to the homepage will make them feel lost and reduce the likelihood they’ll convert.11) DON’T use too many CTAs on one page.DO use only one primary and one secondary CTA only.Why? Calls-to-action are meant to stand out and direct visitors to one desired course of action. If there are too many messages shouting out them, then suddenly nothing stands out.12) DON’T forget to build trust through design and copy.DO use data or testimonials to validate your proposition.Why? Visitors have little trust in everything the internet tells them. The best ways to build trust are through professional design, social proof, or customer case studies and testimonials.13) DON’T miss opportunities to promote your CTAs.DO place a CTA in everything you do.Why? Every channel or platform you use in your marketing is an outlet to promote a call-to-action, whether in email, a blog post, social media, or on thank-you pages.14) DON’T use the same CTAs for too long.DO experiment with and A/B test your CTAs to know what design, copy, and placement works best.Why? A call-to-action can get stale very fast in the fast-changing web, and you can’t guarantee the same CTA will work forever. Testing is a critical part of creating effective CTAs.15) DON’T forgot to search engine optimize your CTAs.DO add keyword-rich ALT tags so your CTA adds search value to the page.Why? A CTA, when taking the form of an image, is a great opportunity to add more relevant keywords to your site so your website gets found in search engines.16) DON’T use Flash or complicated animations.DO use CTAs that are mobile-optimized so any device can see them.Why? More and more people around the world are surfing the internet on mobile devices — not just PCs. If your CTA can’t been seen on phones or tablets, you’re missing a huge chunk of potential conversions.17) DON’T use branding as the only objective of your CTA.DO use CTAs to offer something of value.Why? Branding in CTAs are a waste of time and money. No one cares about your logo or fancy tagline. Give them something they — not you — want.18) DON’T use the same CTA for everyone.DO use personalization and dynamic content.Why? Because everyone is different! Create different CTAs for different personas and audiences. Personalization is one of the best ways to improve the effectiveness of your CTAs. (Hint: Smart CTAs can help with this.)19) DON’T cram your CTAs into little spaces.DO give them room to breathe by utilizing white space.Why? Making sure there is plenty of white space around a CTA is another great way to make sure it stands out and doesn’t get lost in the clutter.20) DON’T obsess over a pixel-perfect design.DO master the copy of CTAs, because that’s what really gets visitors to take action.Why? While it’s important for CTAs to have a professional design, even the best-looking designs fail. The most effective CTAs get content right first and foremost, by using compelling copy that creates trust, urgency, and value.What other CTA do’s and don’ts would you add to this list? Calls to Action
Topics: In marketing, there’s still a huge misconception about Pinterest. Some marketers think that it’s useless — just another fad network that people are getting in a tizzy about. But that’s not quite accurate any longer.While Pinterest may not be perfect for every marketer in every industry, it does offer a huge opportunity for most. It has more than 70 million users and a growing international population. Plus, Pinterest users spend the most money of users on popular social networks — nearly double the amount of money spent from Facebook users and triple the amount from Twitter users. This means that there’s lots of potential leads and customers just waiting to be engaged and converted who will probably spend a decent amount with you. Sounds like a pretty sweet deal to me, but thinking about generating leads … and actually generating leads on Pinterest are two very different things.Free Resource: 12 Pinterest Templates for BusinessThe good news? Pinterest is actually a fairly simple social media network as far as lead generation goes, because there’s really only two ways to generate leads right now. So we’ll walk you through both types of lead generation and how you can optimize pins to make the most of those lead generation opportunities. Types of Leads You Can Generate on PinterestOn Pinterest, there are two types of leads you can generate: direct and indirect. It all boils down to where Pinterest is on the conversion path. Here’s the difference between the two:Direct Leads: Direct leads are generated through content on Pinterest that links directly back to a landing page on your website. On that landing page, visitors can share their personal information (a name, email address, phone number, etc) in exchange for an offer — whether that be an ebook, coupon, infographic, or any other piece of content.Indirect Leads: Indirect leads are generated by using Pinterest on the path to conversion — but it’s not the final destination before someone gets to a landing page. For example, if you shared a blog post that had a call-to-action to a landing page at the bottom of the post, your initial pin is helping direct visitors to that landing page.Make sense? Pretty simple stuff. Unlike other social media platforms, Pinterest really only has a one effective place where you can generate direct or indirect leads: through pins.Yes, you can technically include links to lead gen material in boards and even in your profile, but those are considerably less effective than through pins. There’s two reasons why: 1) Links in Board and Profile descriptions don’t automatically hyperlink (thus decreasing the possibility of someone clicking on them dramatically), and 2) Most people are spending time pinning (this includes repins) so they probably aren’t taking the time to check out your page or board description for extra, juicy, non-visual content. So if you have limited time (like most of the marketers I know), it’s best to spend your time where it will count.So, to help maximize the ROI of Pinterest, you should spend time creating and optimizing pins to get clicks, repins, and likes — all things that will help drive your lead generation growth. Let’s break down each part of the pinning process so you can squeeze the juice out of all of your Pinterest lead generation opportunities.How to Optimize Your Pins for Lead Generation1) Create a board that your Pinterest audience can — and will want to — discover.Pinterest is famous for having an audience obsessed with food, fashion, and DIY goodies — which makes marketers think that we all have to produce those three things to be successful. And while we all don’t have businesses built around those three things, there is a huge opportunity on Pinterest to tap into the last obsession.Show people how they can make something or give them the tools to do it — no matter what industry you’re in — and Pinterest users will love it. They like helpful, engaging content that just happens to be visual. So think about a board topic that can feature helpful content that will also generate leads. We’ve done this on our own Pinterest page by making a board purely for templates — but there are lots of other ways you can make that same idea work for your company and Pinterest board. Once you pick a board topic idea, be sure that it can be easily found through search (both Pinterest and otherwise). Leave the jargon out of your board names and go with something clever, yet tightly aligned with how your users speak and think. Besides that, if you want a more in-depth Pinterest SEO guide, check out this blog post.2) Create images that Pinterest users naturally notice. Now that you’ve got your board idea, you’ve got to fill it with pins. Whether you decide to create an image yourself or source one (legally) from the internet, there’s actually some science to choosing pins that people notice, and click on. Here are a few data-backed pin composition tips:Tall images get repinned more. Think about it — they get more space in the news feed when people are scrolling, so people have more opportunities to engage with you. In fact, the 2:3 aspect ratio works better than super skinny, yet tall images.Reddish-orange images get 2x the repins as blueish images. Think warm colors, and the leads could start pouring in a bit faster than usual.Brand images without faces get 23% repins than those with faces. So cut the faces out of your images, if possible. (Harsh, I know.)Photos with medium lightness are repinned 20x more than very dark images. So keep it bright, people.Use this data as a jumping off point, but definitely keep testing to discover what your audience likes to discover, like, repin, and click.3) Don’t use UTM parameters or shortened links in your pin URL.Editor’s note: Since publishing this post, Pinterest has allowed UTM tracking codes to be included on pins. If you need a refresher on UTM codes, click here.Adding a link to your landing page or other piece of content is crucial to generating leads, but unfortunately, Pinterest strips UTM parameters after the campaign source parameter. Also, Pinterest warns users that all shortened links could lead to spam, so your best bet is just putting in a simple URL in the URL box and trying to measure success in other ways. 4) Use your description wisely.Next up is your pin’s description. Keep the copy short and sweet — usually between 100 and 200 characters works best — while also making room for a shortened URL. This is the place where you want to include a shortened, trackable URL in your pin, as Pinterest doesn’t restrict these links like it does with the actual pin URL. Providing a link in the description gives your followers even more opportunities to click, and maybe even become a lead.5) Add a hashtag, if relevant. Let people discover your pins more easily by including a relevant hashtag or two. Don’t go overboard though — Salesforce has found that on Twitter, tweets with one or two hashtags receive 21% higher engagement than those with three or more hashtags. Obviously, Twitter isn’t Pinterest, but it is a good practice to take cross-platform.6) Rinse, repeat. And you’re done with making pins — so keep following steps two through eight until you have a robust board. 7) Promote your pins elsewhere. To get the most out of your pins, you gotta get outside of Pinterest. Just like you would with any other content platform, you’ve got to promote your boards and pins to really make the most of them. There’s lots of things you can try here — from sharing links to individual pins on other social networks to embedding your lead generation boards on your website or blog, the world is your oyster. You might even So go on, get creative — the more eyeballs you can get on your pins, the more leads you can generate.8) Keep track of your success with a few different tools. Obviously, when you’re trying to generate leads on Pinterest, your main metric will be leads. But, there’s lots that happens before people become leads, so if you’re finding your lead generation number staying stagnant or decreasing, check for holes in the proverbial Pinterest bucket by looking deeper into referrals and clicks. Unfortunately, because of the way that Pinterest strips URLs, it’s not quite as easy to get a definitive number of success through referral traffic, but here are a few metrics you should keep an eye on to get a general understanding on how your Pinterest lead generation strategy is working:General Pinterest Referral Traffic: You can find this metric in your marketing analytics software. (HubSpot customers, you’ll find this under the Sources report.) While this also loops in traffic from pins outside of your board, it’s a good idea of how well the Pinterest audience enjoys your content. If you’re finding lots of referrals from Pinterest but few clicks on your board, you might want to switch up what you’re pinning.Pinterest Analytics Clicks: If you have a verified business account, you can access these metrics directly in Pinterest’s dashboard. It’s not clear whether clicks are just for the URL clicks or for the whole pin (which includes clicks on the description), so you will have to do some data slicing and dicing. Regarldess, this a great metric to have in your back pocket. Shorted URL Clicks: You can see this metric by putting the shortened URL in your browser followed immediately by a + sign (ex: http://hub.am/19zv6PY+). If you want to isolate clicks purely on the link in one description, this is a great metric. UTM Parameters: You can see this metric if you dive deeper into your marketing analytics software than the general referral traffic (usually placed under “campaigns”). This metric can help track how well your Pinterest descriptions are doing at sending you traffic. This way, you can figure out if including a shortened URL even makes a difference — or adds clutter to your description. Gotta test these things out for your self, even if they are general best practices! ;)And once you have all of this data, use it to help you iterate on your strategy. Pretty soon, you’ll have leads flowing in — the proof you need to keep up with this hot social network. So go on — get to it! Originally published Oct 10, 2013 8:00:00 AM, updated February 27 2018 Pinterest Marketing Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
Job Search 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 Dec 16, 2013 2:00:00 PM, updated February 01 2017 So, you spent the last three and a half years studying the Civil War, cognitive psychology, Japanese poetry, and Russian literature. Now you’re about to graduate — and s#!%’s getting real.You’ve gotta finally start thinking of an answer to that question that’s been on your mind the past few semesters: What will I do with my life?Don’t worry. There are lots of exciting technology startups looking for smart, motivated, recent graduates to fill business-side jobs. If you play your cards right, you could end up with one of those positions.For those interested in getting their careers off on the right foot, here’s a step-by-step guide to getting one of those jobs:1) Decide where you want to live. If you care about geography, you should be clear about that from the start. Use it to focus your search. A focused geography is helpful because many professional and personal networks are local. That means it’s easier to make connections and get introductions.2) Determine how big of a company you want to work for.Fortune 500 monolith? Two-person startup? Medium-sized growth company? They’re very different experiences, and you need to decide which is the best fit.Choosing between a well-run big company and a high-potential startup is like deciding how you’re gonna learn to swim: You can dive into the pool on your own (the startup), or you can get coached by a world-class trainer (working at a big company).Some people prefer the independence and challenge of a startup, while others favor the opportunity to train and learn best practices that come at a large, well-run company.The good news is that medium-sized growth companies often offer the best of both worlds: You get some of the training and scale of a massive company as well as the growth potential and opportunity of a startup.3) Find companies that excite you. Are there companies that you admire? Companies that you’re obsessive about? That you stalk on Facebook? That you think could make a real impact on the world? If there are, focus your search on these companies.If you don’t know of any companies that excite you, well … get your butt of the couch and start looking! Read. Go to networking events. Talk to people. If you’re looking for a job in Boston, read Scott Kirsner’s Innovation Economy blog and BostInno. Scott writes about startups, and BostInno is a hub for the Boston startup community. If you’re not in Boston, find the blogs that cover your city.You should also look for networking opportunities in your target geography — groups or events like WebInno or Greenhorn Connect. One other place to look: venture capital portfolios. Go to the websites for firms like Google Ventures, Matrix Partners, and NextView Ventures, take a look at the businesses they’ve invested in and see what interests you.4) Figure out what kind of role fits your skill set. It’s great that you found a few companies that excite you — but they’re not going to hire you to look pretty. What are you going to actually do for them? To answer this question you need to learn about the roles available — and be honest with yourself. Take a look at the jobs pages for the companies you’re interested in, read the descriptions carefully, then pick a direction. Here are some common options for recent liberal arts graduates.Business Development RepThis is an entry-level sales role. It’s a great opportunity to learn one of the fundamentals of business: selling. You must be: persistent. You must love: talking to people.Support RepWorking on a support desk is an awesome way to get your foot in the door at a company and learn the ropes. You must be: patient. You must love: solving problems for people.MarketerA great job for writers and content creators. You’ll learn how to attract people to businesses. You must be: able to write. You must love: the company you decide to work for.Finance or Operations AnalystThese are great opportunities for recent graduates with quantitative skills. You’ll find yourself managing software systems and working with data. You must be: able to think analytically. You must love: data and systems.Rotational ProgramThese are exclusive programs that give you the opportunity to rotate through different roles at a company. Rotational programs can be highly competitive, but they can give you a great window into different parts of the business. You must be: willing and able to learn a new role every few months. You must love: the company you choose.5) Learn about companies that interest you.Any smart company will have loads of information on places like their website, blog, Facebook page, and LinkedIn page. Take the time to dive into all of these resources and get to know the company.The context you gain will help you understand if the company is actually a good fit — and it will make you a stronger candidate. And as you learn about the company, identify the hiring managers for your areas of interest.6) Find connections.Once you know something about the companies you’re targeting, figure out how to move from a resume to a relationship. How are you connected to the key hiring managers? It’s hard, but if you can engage somebody in a conversation, you get a free pass through the most difficult hiring round: resume screening. How do you engage hiring managers? LinkedIn and Twitter are the best tools. Follow them on Twitter and see if you can find an opportunity to start a constructive conversation. On LinkedIn, you should take a different approach: Use the LinkedIn network to figure out how you’re connected to people at your company of interest, reach out to your connections for informational phone calls, then see if those connections can steer you to the right hiring managers.7) Prepare for interviews.Don’t be one of the knuckleheads who shows up to the interview unable to answer basic questions. Make sure you have good answers to questions like these:Can you describe what our company does?Why does our company interest you?What the ideal role for you after you graduate?What are you really good at?What gets you really excited?What are your two most important accomplishments during your college years? 8) Experiment with your early career options.Here’s a little secret: No college senior knows the exact career path that’s right for them. So how do you deal with career questions you can’t answer? It’s simple: Run experiments. Identify the things that you know are important, use those things as guides, then run deliberate experiments to find the best path.For example, maybe you know you want to be in Boston and work at a mid-sized technology company, but you’re really not sure about the right role. Totally normal. Here’s what you should do: Find a company that interests you, look at the various roles available, find one that you think might work, and give it a shot.Think of the role as an experiment. It’s not a necessarily what you’re going to be doing forever. It’s something you’re doing to get more information to help you make your next career decision and steadily get close the career path that’s perfect for you. Bonus Advice: Apply to attend the Inbound Business Bootcamp.All this stuff can be hard to wrap your head around — particularly if you’re coming from a liberal arts background.That’s why HubSpot is offering the 2014 Inbound Business Bootcamp.The bootcamp, to be held at HubSpot Headquarters on February 7, is a day-long series of classes for top college seniors interested in jobs at technology companies in the Boston area. You’ll hear from people at HubSpot, Nanigans, InsightSquared, and other great Boston technology companies.You can apply here, ask questions in the Facebook group for the event, and learn more in this presentation: Inbound Business Bootcamp FAQ from HubSpot All-in-one Marketing Software