All about effort, defense for Hotshots’ dela Rosa

first_imgRobredo: True leaders perform well despite having ‘uninspiring’ boss PLAY LIST 02:49Robredo: True leaders perform well despite having ‘uninspiring’ boss02:42PH underwater hockey team aims to make waves in SEA Games01:44Philippines marks anniversary of massacre with calls for justice01:19Fire erupts in Barangay Tatalon in Quezon City01:07Trump talks impeachment while meeting NCAA athletes02:49World-class track facilities installed at NCC for SEA Games Ethel Booba on hotel’s clarification that ‘kikiam’ is ‘chicken sausage’: ‘Kung di pa pansinin, baka isipin nila ok lang’ Don’t miss out on the latest news and information. Stunner: Keenum-Diggs TD sends Vikings past Saints LATEST STORIES But that’s the least of dela Rosa’s concerns as he just feels glad to see things coming together for the Hotshots with their injured players now coming back from recovery.“It’s nice to have everyone at full strength and hopefully, we can just continue to keep going,” he said. “I’m just gonna go out there and it’s all gonna start with effort, and hopefully, something big will happen for us.”Sports Related Videospowered by AdSparcRead Next Photo by Tristan Tamayo/ INQUIRER.netDefense has always been the main calling card of Magnolia.For Rome dela Rosa, it was also his ticket to see more hardcourt action, something he took full advantage of in the Hotshots’ duel against NLEX on Sunday.ADVERTISEMENT SEA Games: PH still winless in netball after loss to Thais MOST READ PH military to look into China’s possible security threat to power grid ‘We cannot afford to fail’ as SEA Games host – Duterte Hotel says PH coach apologized for ‘kikiam for breakfast’ claim “It’s just effort. Coach put me in there to play defense in the second half,” he said after posting a new career-high with 14 points, four rebounds, two assists, and two blocks in the 105-94 victory.“They trusted me to do my job and I’m glad everything went well. The points came along. Defense first and offense will come eventually.”FEATURED STORIESSPORTSSEA Games: Biñan football stadium stands out in preparedness, completionSPORTSBoxers Pacquiao, Petecio torchbearers for SEA Games openingSPORTSPrivate companies step in to help SEA Games hostingMore importantly, dela Rosa played his earnest to keep Road Warriors super rookie Kiefer Ravena in check for the majority of the fourth period.This kind of performance is just what the former San Beda Red Lion needs to stay on the floor and play a major role in coach Chito Victolero’s rotation. BeautyMNL open its first mall pop-up packed with freebies, discounts, and other exclusives Do we want to be champions or GROs? – Sotto View comments ‘A complete lie:’ Drilon refutes ‘blabbermouth’ Salo’s claimslast_img read more

7 Google Tools Every Marketer Ought to Know [New Ebook!]

first_imgWe 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.last_img read more

Take the Inbound Marketing Personality Test

first_imgPopular in the field of psychology, the MBTI (Myers-Briggs Type Indicator) is the world’s most widely used personality assessment test. The questionnaire is designed to measure personality by evaluating preferences in how people perceive the world and make decisions, and it is based on 4 scales: Extraversion/Introversion, Sensing/Intuition, Thinking/Feeling, and Judging/Perceiving. While some people fall at the extreme ends of these scales, it is also common to fall somewhere in the middle. Now, as an inbound marketer, is it better to have one personality type or another? Should you be more extraverted or introverted? Judging or perceiving?Well actually, a good inbound marketing strategy has at least one quality of each of these personality types. Let’s take a look at what each end of these scales contributes to a solid marketing personality. And when you’re done, take this quick quiz to determine whether you’re more of an introvert or extravert in your inbound marketing methods!ExtraversionExtraverts are action-oriented. They are often full of energy, and they use that energy to accomplish things. They are also very social and people-oriented.Marketing Lesson: You should always be injecting more energy into your campaigns. It’s important to keep your marketing efforts constantly active in order to keep driving more leads, but also to keep your fans and prospects excited. Be social! Engage your followers. Connect with your customers. Make your next email send a bit more personable. Your marketing will do a whole lot better if you let people really get to know your company.IntroversionIntroverts prefer more substantial interaction over more frequent interaction. In other words, quality over quantity.Marketing Lesson: You should be careful to maintain high-quality relationships with your prospects, leads, and customers. It’s easy to get caught up in the numbers, always looking to drive more Facebook fans, Twitter followers, and blog subscribers – and don’t get me wrong, you should definitely be doing that – but don’t let the quality of your posts, content, and engagement suffer. Focus on building deeper relationships, not just more of them.SensingSensing types look for details and facts. For them, the meaning is in the data.Marketing Lesson: As a marketer, data should be a critical component of every decision you make. You should always be measuring, analyzing, and optimizing your landing pages, keywords, paid search campaigns, and more.  It is essential to track the ROI of your marketing efforts, and in order to do that, you need to keep a sharp eye on the numbers.IntuitionIntuitive types look at the wider context or pattern and are more interested in future possibilities.Marketing Lesson: While analytics are crucial for informing your decisions, it is also important to zoom out and look at your strategy as a whole. Are you heading in the direction you want to be heading? Are your short-term plans aligned with your long-term goals? Don’t get too caught up in the weeds, or you might miss the big picture.ThinkingThinking types make decisions based on what is reasonable and logical, and they like to follow given sets of rules.Marketing Lesson: It’s always a good idea to do a little research before you try out something new, like customizing your fan page or setting up a Facebook contest. See how other companies have done it. Figure out what works and what doesn’t. Then use these guidelines to help you be more successful and effective when you try it.FeelingFeeling types make decisions based on what will achieve the greatest harmony, consensus, and fit. They consider the needs of the people involved.Marketing Lesson: As a marketer, you should always have your audience in mind. Consider their needs in conjunction with your own. Target your content more closely to your audience, and you’ll find that you can convert more prospects into leads and more leads into customers.JudgingJudging types enjoy structure, and they focus on making decisions.Marketing Lesson: Maintain an organized system that allows you to track your marketing efforts and access the information you need in order to make decisions going forward. Don’t leave major decisions open-ended or fluctuating for too long – stay focused on moving forward.PerceivingPerceiving types are curious and focus on taking in information.Marketing Lesson: While structure is important, a big part of marketing is being creative and thinking outside the box. Take what you know works, and build on it. Be innovative. Explore new territory. Being different will set you apart from other companies and give you a competitive edge.Is your marketing personality well-rounded? How would your marketing strategy score on the MBTI? Take this quick quiz to determine whether you’re more of an introvert or extravert in your inbound marketing methods! Personality Types Originally published Oct 13, 2011 9:00:00 AM, updated October 20 2016 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Topics:last_img read more

The 10 Cutest Brand Mascots of All Time

first_img Topics: Brand Awareness Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack This post is full of gratuitous cuteness. Here’s why.I’m looking into some flights to Ireland (I’m a sufferer of the most debilitating form of wanderlust), and I’m using the flight comparison engine Hipmunk to find a flight.I used to use a couple other ones, but the Hipmunk chipmunk is just so cute it’s paralyzing. Like, he shows up in my Facebook News Feed, and I stop scrolling and emit an audible “awww!” That kind of cute.(And by the way, I know two men who also admitted to being fans of Hipmunk on Facebook purely because “the little chipmunk’s so cute!” Both of them have since purchased multiple flights through them, as well. I rest my case.)What I’m trying to say is, sometimes being cute makes an impact. It taps into something that turns us all into big ‘ol softies. So this Friday afternoon, because our regular readers may remember that I tend to get a little distracted this day of the week, let’s just melt into big ‘ol softies for a minute and enjoy some of the cutest brand mascots of all time. All together now … awwwwww!!!The 10 Most Adorable Brand Mascots of All Time1) The Hipmunk ChipmunkI won’t belabor the Hipmunk chipmunk for too much longer, but before we move on, please enjoy this compilation of that buck-teethed, chubby-cheeked little rodent who thinks he’s a person, dressing up in some of his favorite outfits.Like a big punch of cute right in the gut.2) The Android RobotThere’s a reason Hipmunk robotified its chipmunk for the Hipmunk Android app (see above) … the Android robot is pretty adorable. I know, it seems strange that a piece of machinery could ever be cuddly, but that’s what makes it remarkable! You’ll also notice Android uses pretty adorable names for its platforms, like Jelly Bean, Gingerbread, and Ice Cream Sandwich. The robot is so cute, in fact, that people actually create their own “art” of sorts with the robot, putting him in cute scenarios like some you see here.Image credits: dullhunk, laihiu, victoria white20103) The SEOmoz RobotGuess robots are just inherently cute. The SEOmoz robot always makes me smile, and the copy they use around the robot gives him an even more adorable personality! Just goes to show B2B marketing doesn’t have to be totally devoid of the warm and fuzzy.4) The Dropbox BoxI’ve featured Dropbox on this blog a few times for their creative design. But their mascot — which is, quite logically, a box — always makes me smile. I think the cute comes in because … who the heck expects a box to be cute? I mean, it’s a folded piece of cardboard. Why is it smiling? Why is it wearing a party hat? Why is it in a pastel hilltop scene among happy little flowers? It’s the unexpected cute that gets me with this fellow, and has a lot to do with all the other cute “people” he hangs out with, too.Bonus: Dropbox will also throw in the occasional dinosaur. I’m a sucker for an inexplicable dinosaur.5) The Snuggle BearSnuggle Bear … the cuteness is kind of baked right in the name, eh? And if you mosey on over to Snuggle’s Facebook Page, you’ll notice Snuggle being adorable in many different scenarios, including as a stuffed animal being snuggled by cute little kids, and kids and animals giving each other big ol’ snuggly hugs. So they’ve basically decided the bear just wasn’t enough cute.6) The Pillsbury DoughboyThe Pillsbury Doughboy. So cute he has his own subdirectory on the Pillsbury site (on which you can make him dance, if you’re looking for a time waster). We all know and love him — he’s a chubby, squishy, round, soft, tiny, giggling pile of dough with a chef’s hat. That’s pretty much all the cute adjectives right in a row. And if you haven’t seen the latest co-marketing commercial with Geico in which he struggles to get through airport security (Spoiler Alert: The pat-down tickles and he can’t stop laughing), I recommend you mosey on over to YouTube stat. Oh heck, it’s quick, just watch it here:7) The HootSuite OwlI feel compelled to disclose that, originally, I wasn’t going to include HootSuite on this list. I mean, owls are generally pretty cute, but I didn’t think this one was any cuter than the next owl, until my coworker told me to Google images of it.I was wrong. Mea culpa. The HootSuite owl is all kinds of adorable.And I love how they put him in ridiculous costumes — it’s hard not to have an owl dressed as a journalist brighten your day. Those white glints in his eyes don’t hurt, either.8) The Tootsie Roll OwlDebuted in 1970, the Tootsie Roll owl is one of four animals in the iconic commercials that is asked “how many licks does it take to get to the Tootsie Roll center of a Tootsie pop?” When the boy in the commercial asks the owl, he licks the lollipop a couple times, and just bites right into that bad boy.Turns out, when you’re an owl, the answer’s three.The cutest part of all this is the owl’s goofy accent. If you don’t remember the way he counts, here, check out the commercial for yourself. It’s a classic, and it’s totally endearing.Since the commercial’s debut, the owl has gotten a bit of a facelift:9) Tux the Linux PenguinTux is a penguin (duh, his name is “Tux”) who officially represents the Linux operating system, and interestingly was chosen as the mascot via a Linux logo competition. So not only is he a cute little guy, he’s also user-generated content. Double whammy.Tux has a couple different variations, all of which are pretty darn snuggly:10) The Gerber BabyPshh … as if we would publish an adorable brand mascots post without babies! The Gerber Baby, introduced in 1928, is, in my opinion, the classic adorable brand mascot. Those chubby little cheeks have such staying power, Gerber still uses the Gerber Baby to this day, and even continues to carry on contests for the new Gerber Baby. Puppies and babies … no one can resist ’em.Alright, which adorable mascots did we miss? Share your awwww-inducing favorites in the comments!Image credit: Hipmunk Originally published May 17, 2013 4:00:00 PM, updated February 01 2017last_img read more

Small Business Saturday: What Shoppers and Businesses Should Know #ShopSmall

first_img Originally published Nov 29, 2013 8:00:00 AM, updated July 28 2017 Entrepreneurship Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Ah, the holiday season. Spending time with friends, family, and 10,000 of your closest friends at big box stores racing to win one coveted item at an unparalleled discount. Nothing like that warm, fuzzy Black Friday feeling to start the season off right. For context, up to 140 million people plan to shop over Thanksgiving weekend. 69.1% of these shoppers plan to leverage Black Friday, which is essentially a holiday unto itself for avid deal hunters.  Download 195+ visual marketing design templates to use for social media posts, infographics, and more. With all of that money on the table, it’s tempting for any business to want to get in on the action. The question is how? Consider the following: In the fourth quarter of 2012, Toys “R” Us spent $88.3 million to rent the attention of consumers vying for deals and toys for their kids. Unless you have 90 million smackeroos hanging out in your back pocket, chances are you won’t be able to outspend big box retailers to get customers’ attention this holiday season. Enter Small Business Saturday, a vision conceived by American Express in 2010 to help consumers locate and shop from vendors in their neighborhood. In essence, Small Business Saturday is the ultimate example of an inbound marketing campaign. American Express started with a remarkable concept: Take a weekend owned by massive big box retailers and create a window of attention and engagement for small business owners without the budget to compete on spend. They marketed the event leveraging a combination of content, social promotion, and paid advertising efforts. The results speak for themselves: Last year, 213,000 tweets included the hashtags #smallbizsat and #shopsmall, and the movement’s Facebook page garnered 3.2 million likes. Most importantly, the 2012 campaign generated 5.5 billion in revenue for independent retailers nationwide.Not convinced yet? Here are ten compelling reasons you should consider shopping small on Small Business Saturday:1) Small businesses provide 55% of all jobs and 66% of all net new jobs since the 1970s.2) While overall sales growth is up for all retailers, sales for companies with less than $5 million in revenue is down in recent years, so Small Business Saturday can provide smaller businesses with a much-needed boost.3) 77% of shoppers who are aware of Small Business Saturday plan to shop this weekend. You’re already out. Why not visit a small business?4) There are 23 million small businesses in the United States, so you have a wide range of options to choose from, whether you live in Beaufort, South Carolina, Brooklyn, New York, or Bellevue, Washington.5) Half of all new establishments survive five years or more and only one-third survive ten years or more — so don’t wait to support your local bookstore, bakery, or guitar store.6) The average cost of filling a 500 foot, mid-sized retail store nets out to $20,000, so the day-to-day costs to keep the items you care about is significant above and beyond startup costs. Want your corner book store to keep stocking your favorites? Support them this weekend to encourage them to do so.7) The fastest growing sectors for freelance businesses in 2011 included beauty salons, dry cleaners, and auto repair shops. Consider a local vendor for a treat or a tune-up: Small Business Saturday goes beyond Christmas giving.8) Although the initiative was started by American Express, Small Business Saturday is payment-agnostic, so whether you choose cash, check, or credit to purchase your merchandise, your neighborhood will benefit.9) Some of America’s best-loved toys still come from small businesses that care deeply about their employees. Need proof? Radio Flyer gives new employees a wagon full of fresh flowers when they start, and their CEO calls himself the “Chief Wagon Officer.” Small businesses are exceptional places to work, and often pave the way with trends adopted at larger institutions, as well.10) On the first Small Business Saturday, revenues for SMBs grew 28%, so what may seem like a small expense to you has a huge impact on a business owner.Now that we’ve made the case for why people should shop local, here are three keys for businesses to succeed and thrive with Small Business Saturday:1) Plan Beyond PriceChances are, big box retailers near you can afford to discount items more heavily than you can, so compete on more than cost. Instead, focus on creating memorable experiences. Can you cater to children with a storytime series at your bookstore, or host a hot chocolate tasting contest at your coffee shop? If you’re a home furnishing store, can you host a seminar on first-time home decorating or a free Pinterest inspiration board to customers who support you on Small Business Saturday? Experiences don’t have to be expensive to be worthwhile, so consider what you can do to win customers’ attention beyond just the price tag.2) Co-marketThere is no better time to co-market than Small Business Saturday because you’re automatically part of a group of organizations with a similar goal. Identify a business you admire, either based on their proximity to your business, the crossover between your customer base, or the complimentary nature of your products (you sell floral arrangements, they sell wedding supplies, so there’s heavy overlap). Whether you choose to co-market on social media, through a joint event, or a collaborative email, spread the co-marketing love to increase your reach.3) Don’t Forget Your Thank You NotesLet’s face it: Attracting customers to shop at your small business can sometimes be a challenge, particularly in the wake of Black Friday. Far too many businesses overlook an important component of the day, which is thanking people who take the time and energy to participate in Small Business Saturday. Consider practicing random acts of gratitude, sending an email with a gift card to a loyal customer, tweeting to thank visitors for their patronage, or delivering a coffee or personalized thank you note to the first person who ever supported your store. Personal touches are yet another way small businesses differ from mass retailers, so delight your customers with gratitude; they’ll return the favor by coming back.At HubSpot, we are proud to be huge supporters of small businesses. We are proud to call companies like Boston Appliance (here in Massachusetts) and Holden Luntz Gallery (in Palm Beach, Florida) customers, and to encourage employees, customers, and followers alike to shop small this Saturday. We’re also taking our efforts a step further by creating a live tweet stream to make it easy for businesses to post what they are doing for Small Business Saturday, as well as for shoppers to post what they are most excited to buy or receive from their holiday wish lists. Whether you’re shopping or selling this Small Business Saturday, we hope Santa is good to you and look forward to seeing your photos, successes, and gifts on Twitter!Tweets about “#shopsmall” Topics:last_img read more

Unicorn DNA: What All the Best AdWords Advertisers Have in Common

first_img Originally published Feb 18, 2014 4:00:00 PM, updated February 01 2017 Do you believe in unicorns? As an AdWords advertiser, you might be surprised to learn that unicorns walk among us, stealing away impressions and outpacing our performance by two, three, or even six times!AdWords unicorns are fantastical, magical creatures, accounting for the top 1% of all ad clicks in the auction. How do the unicorns do it?We recently analyzed over 100,000 Google AdWords accounts representing $3 billion in annualized spend, in order to identify the traits and characteristics of these standout advertisers.What does it take to be an AdWords unicorn?Our research has given us a pretty accurate idea of the CTRs real advertisers are experiencing. In the following chart, we’ve plotted the average (expected) CTR in orange, for each of the top ad positions:For example, the average CTR for an ad in the top position is just under 6%. If you were achieving a 6% CTR, you would consider that good, right? Yet that’s only average! Some advertisers consider even 2-4% CTRs decent, but the opportunity to aim much higher is there.As you can see by the proliferation of blue dots (each accounting for a single advertiser account, not an individual ad) some advertisers are outperforming the average by far. Those in the very upper echelon, seeing exponentially higher CTRs, are clearly doing something right. Even in the third position, we see an advertiser account with an average CTR nearing 18%, while his average competitor in that position is stuck way down at 3%.This is an AdWords unicorn, winning CTRs six times higher than the average.In the chart above, you can also see the curve required to outperform the average by two or three times. We call those getting 2x CTRs “Awesome Advertisers”; these account for the top 15% of ads in the auction. The top 5%, which we’ll call “Super Awesome Advertisers,” are getting 3x CTRs. The very top of the heap — the crème de la crème, getting 6x higher than average CTRs and making up the top 1% of ads — these are AdWords unicorns.Now that we know what a unicorn looks like, we can deconstruct it and see what these exceptional advertisers have in common, in order to produce unicorn ads of our own:1) Unicorn Accounts Have High Quality Scores Across All KeywordsQuality Score (QS) is one of the AdWords metrics that correlates most strongly with PPC success. Higher QS generally leads to lower costs per click and costs per conversion, as well as better ad placement. In “How to Save Up to 50% on Your PPC With Quality Score,” I explain why spending your time optimizing for QS is definitely a worthwhile investment.In our analysis, we found that the average QS is just 5.1 out of 10; this is a massive opportunity for advertisers willing to put forth the effort!2) They Reduce Wasted Spend With Negative KeywordsAgain, this is a massive opportunity that is sorely underutilized by advertisers. The top AdWords advertisers are incredibly effective at reducing wasted spend through the use of negative keywords. However, we also know that 25% of advertisers aren’t using them at all.Back in September, we looked at ways to reduce wasted AdWords spend, and it’s worth revisiting. Failing to exclude specific keywords in your campaigns results in irrelevant, non-converting clicks.3) They Let Google Do Some of the Work for ThemOh, those clever unicorns. These guys are winning the lion’s share of impressions, literally stealing opportunities for clicks away from their competitors. See the example at right, where the advertiser is appearing for 89% of searches relevant to their ads. That’s huge!They understand that Google really and truly wants to show highly relevant, engaging, quality ads to searchers. If the ads they serve up aren’t a good fit, people don’t click and Google doesn’t make their money. Get Google on your side, serving up more of your ads more often — and in better positions — by chasing unicorns and aiming to be way more than average.4) They Target High-Intent, Long-tail KeywordsThe top 1% of AdWords accounts lean toward long-tail keywords with high commercial intent. They’re chasing the people who are in the right frame of mind to convert and have indicated as much through their query. They avoid non-specific or informational queries and instead focus on branded and local keywords, where the intent is evident.5) They Write Ads That Don’t SuckMost AdWords ads just flat out suck. They’re boring, unemotional, and not persuasive.Top advertisers seek out those opportunities, where all of the top ranking ads are similarly boring and sucky. I call this an AdWords Jackpot — you can walk in there with your killer ad copy and own the results if you can come up with a more emotional, compelling ad.On that note, try Perry Marshall’s Swiss Army Knife structured brainstorming process to help you identify the most powerful triggers for your target market and understand how your brand can tap into them.Bonus Tip: Cut the Dead Weight – Unicorns Don’t Have BaggageIt’s a little-known fact, but in any given account, 5% of the ads account for 85% of the impressions. Top AdWords advertisers are skilled in letting go of the underperformers, which they identify through rigorous testing that can have them comparing hundreds of ads at a time.You don’t have to go at this full-time to get to that level of testing, though. Start small and spend a few hours a week testing, copywriting, and optimizing your account.Remember, unicorns aren’t common; only 1 in every 100 will ever reach this status. This means you need to start testing more ad variations, more often, in order to pick winners to build out on. 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

5 Tips for Delivering Better Presentations

first_imgGiving presentations can be slightly nerve wracking or incredibly fun, depending on who you are. If you’re part of the group that dreads a presentation or giving a speech, you’re not alone. According to the Washington Post, America’s biggest phobia is the fear of public speaking – 25.3% of people in the US are afraid of speaking in front of large groups of people. This may not sound like too big of a group, but to put it in perspective, the fear of public speaking beat out fear of heights, bugs, snakes, drowning, and blood/needles.Click here for our free guide to improving your presentation skills.Whether you jump or puke at the chance to give a 30-minute presentation in front of thousands of people, these tips for giving better presentations can serve you well.1) Body LanguageBody language says a lot about someone – from posture and gestures to facial expressions and eye contact – it can shape the way he or she is viewed.When we feel powerful, we “open up” by raising our arms in victory, standing tall, or sitting up straight. However, when we feel helpless, we tend to shrink down or close up.Social psychologist Amy Cuddy says that “our bodies change our minds, our minds change our behavior and our behavior changes our outcomes.” To that end, she suggests striking a high-power pose, such as standing with your hands on your hips or leaning back in a chair with your hands clasped behind your head. Do this for two minutes the next time you’re about to enter a situation that might be uncomfortable for you.When people pretend that they’re powerful, they are more likely to actually feel powerful. Take Amy’s advice and “fake it ‘til you become it.”2) Ditch the MemorizationMany times, when asked to memorize something, we adopt the “drill and kill” method. We simply focus on the words in a sentence and the exact order, repeating the sequence numerous times until we can recite the exact sentence in order. Memorization sometimes hinders understanding a sentence and really understanding the message you are trying to get across.When coupled with public speaking, memorization can contribute to anxiety and can take away from the overall effect of the presentation. Communication coach Preston Ni says not to memorize every word of a speech to avoid unnecessary stress and increase your presentation’s impact.Of course, you’ll want to be familiar with your presentation before you deliver it, but memorizing it word-for-word can add extra stress on you, potentially taking away from the value of your presentation.3) Tell StoriesEveryone loves a good story. Why not incorporate one into your next presentation? Todd Kashdan, professor of psychology at George Mason University, suggests adding a well-told story that has motive and contributes to the point you’re trying to make, as long as you avoid unnecessary details.If the story aligns with your presentation, it provides you with the chance to connect emotionally with your audience and will also make your speech more memorable.4) PracticeThey say that practice makes perfect. Now, we’re not promising complete presentation perfection, but we will tell you that practicing is key.According to Medical Daily, the Massachusetts Institute of Technology suggests practicing your material in the same room you’ll be delivering your presentation. This will allow you to get used to your surroundings. Additionally, doing a run-through with any technology that you’ll be using the day of will help you avoid difficulties with unfamiliar software, projectors and computers.5) Provide Supporting VisualsSkip the bullet points and detailed charts – your supporting slide show should be just that. Support your presentation with easy-to-understand visuals that don’t take your audience’s attention away from what you’re saying.Greg Stephens found that an audience that listens to a presenter speak is more strongly affected than an audience who reads a presenter’s slides. As an audience continues to listen to a presentation, their brain patterns sync with those of the presenter. The longer the sync, the more the audience comprehends. To that end, engage your audience, don’t distract them from listening to what you have to say.So, the next time you’re tasked with presenting, take these five tips into consideration and remember to let your personality shine through. Interested in listening to one of our presentations? Check out our latest on-demand webinar. And remember, the more you present, the more comfortable you will become.  Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Originally published Feb 20, 2015 11:00:00 AM, updated July 28 2017 Topics: Presentationslast_img read more

How to Generate More Leads With Content Marketing [Free Online Course]

first_img Click to Tweet: “Learn how to generate leads from your content marketing in just 40 minutes with this awesome master class” Topics: Lead Generation Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlackcenter_img According to research, 93% of B2B marketers use content marketing, but only 42% are actually effective at it. Why such a big gap? As with most things, it comes down to a lack of education on what actually works and how to plan and execute on your campaign in the most effective way.HubSpot recently teamed up with online learning platform Dot Native to create a master class in lead generation. This course is designed to cover the techniques required to plan, create, promote, and measure your content marketing campaigns to ensure their success. The difference between a good content campaign and a great one can be hundreds of leads. So to make sure yours is the best it can be, this free course will touch on 50 actionable lead generation tips, including:How to ensure your campaign is aligned with your business strategyHow to hit all your deadlinesHow and where to promote your contentWhat free tools to use to amplify your reachHow to optimise your email marketing campaignsAdvice on measuring successBy signing up for this master class you’ll also receive unlimited access to all Dot Native courses and master classes completely free for seven days. Click here to sign up for the class today. Originally published Nov 27, 2015 6:00:00 AM, updated February 01 2017last_img read more

Want to Work Better With Your Freelancers? Here are 9 Things They Wish You Knew

first_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 Originally published Mar 28, 2016 6:00:00 AM, updated December 11 2017 Topics: Once upon a time, I worked as a freelancer. It was enlightening, thrilling at times, but also extremely tough.And it wasn’t until later on in my career that I realized just how much marketers depend on contractors. Freelance designers, web developers, copywriters, video editors, SEO specialists, PR consultants, or translators — all of these folks play a vital role on the extended team of many marketers.Trouble is, coordinating effective communication between teams can be tough. I know this from experience. So to help you establish a more productive working relationship with your contractors, I put together a list of things I always wished my customers knew about freelancing. Check it out below.Free Download: How to Hire and Work with Freelancers9 Things Your Freelancers Want You to Know1) “You’re paying for more than just the service in question.”Freelancers are a one-person show, and as a result, they have to do much of the same work as a small business owner. When I was a freelancer, I was amazed at how much time I had to spend on invoicing and collections. (Pro tip: You can save time on invoicing with the help of HubSpot’s free Invoice Template Generator.) Many freelancers, especially those in creative fields, deplore such mind-numbing tasks as calculating invoice amounts and calling up customers to check on payment status. They might even find it demeaning.Pro Tip: Process payments as quickly as you possibly can. Stay on top of accounts payable and make sure your company expedites payments to your freelancers right after the work has been delivered.Paying freelancers on time is very different from paying larger vendors. Your on-time payment can mean your freelancer’s ability to pay his or her rent on time. This is often one of the simplest things you can do that makes the biggest difference for freelancers.2) “I’d love a steady stream of work from you.”Freelancers have the luxury of choosing their own hours and their own projects, but when it comes down to it, they would usually prefer to avoid the notorious “peaks and valleys” that come along with contract work.Often, the best clients will work out longer-term, recurring arrangements with freelancers. This approach helps smooth out bumps in income, but also enables you to secure your contractors’ availability if you’re dependent on them. This can also help raise your status as a priority client.Pro Tip: Consider offering your freelancers a fixed monthly retainer if you like their work and plan to keep sending projects their way. Include a set amount of work in the monthly retainer, and get their rates for any work that falls outside of it, so they can bill you the extra as needed. Many will allow you to carry hours or work over to another month if you don’t use it all in a given month.3) “Err on the side of providing me with more information.”As a freelancer, my favorite customers were always the ones who gave me plenty of background information and context about a given project. The more I understood about their goals, the better I could think creatively to deliver what they needed. In some cases, this actually helped them to accomplish their goals and stay on budget while enabling me to earn more and obtain repeat business.For example, as a freelance translator, I once had a client with a unique need: They had customer emails that they needed translated and delivered back within an hour. As a translator, I was normally paid by the word, but I knew that in this case, they had given me the context of why they needed this service, and made it clear that what they valued was speed. So, I proposed that instead of paying me by the word along with a rush fee for fast turn-around, which is typical, that they pay me a consistent monthly retainer, for which I would agree to be “on call” to translate emails during certain business hours, so long as they didn’t exceed a certain volume. Pro Tip: Don’t just rely on written text. Schedule a video or voice call to convey more details. While it might seem like it takes too much time, doing this up front can actually improve clarity, prevent misunderstandings, and save time later on. This also helps you establish a closer connection. In fact, don’t limit interactions with freelancers to just your own. Connect them to more team members to help them learn about your projects and business.4) “I choose to work with you, too.” The best freelancers are in very high demand. They can pick and choose their clients. In fact, freelancers might decide to stop working with you entirely if you don’t treat them well. I certainly stopped accepting projects from clients that didn’t communicate clearly about expectations up front, or worse yet, failed to pay on time.Remember when you’re working with a freelancer that you’re not purchasing a one-off project: you’re building an important relationship that you will likely want to grow with time.Pro Tip: Ask your freelancers what their best clients do differently. Tell them you want to be one of their best customers. The surprise? Most won’t ask for more money, but rather, will talk about other things their clients do well. Let them clue you in on how to get the most from the relationship with them. High-quality professionals take great pride in a job well done, and that includes customer service.5) “Don’t reduce our relationship to price alone.”Have you ever asked a freelancer to lower their rates because you got better rates from someone else? That’s somewhat like asking a restaurant to match the price of the same meal you ate in another restaurant, with a completely different chef, in a very different part of town. If you try to ask freelancers to match the rates of others, you might be equating the work of a Cordon Bleu-trained master chef to the work of a short order cook. While you’re probably just trying to be financially responsible for your company, be sensitive to the fact that many freelancers find a price-centered focus demeaning, as it devalues and unfairly commoditizes their work. Pro Tip: Ask freelancers for a clear explanation of their rates. If your budget won’t stretch, explain that you’re not making a decision based on price alone, but ask them if they ever have any flexibility on price, and if so, for which circumstances. Sometimes, sending them more guaranteed work on a recurring basis, pre-paying for work, or expanding their services, may prove to be a win-win situation.6) “Ask me for my advice more often.”When it comes to the types of projects they do each day with other companies like yours, freelancers have likely seen it all. Yet, you might not think to ask them for their advice on how to best structure a project, or how to improve the output. Often, a quick conversation with your contractor can yield great suggestions that will help the entire project go more smoothly. Don’t forget, they are professionals who are specialized, and this expertise is what you are paying for, not just the service itself.Pro Tip: Get on a call with your freelancer and ask:How can I set you up to do the best possible job on this project?What else do you need from me?What could we do differently?Where do projects like these typically go wrong? 7) “I’d love to dive even deeper into your company.”Many freelancers are very excited to get to work with a new customer, and will often look up information about your brand, and even you as their main point of contact, to educate themselves on their new client. However, that time represents hours they would otherwise be billing to other clients, and they can’t spend countless unpaid hours immersing themselves in your business. Pro Tip: Pay your freelancers for time to learn about your business. This might seem radical, but if quality improvement is your goal, this will go a long way. If you already have a training program, send your contractors through it. Or, at the very least, send them the materials and allow them to take any corresponding tests.At HubSpot, we recently began paying our freelance translators a set incentive amount to take the Inbound Certification, so they could become more familiar with inbound marketing in general. This guarantees that they can allocate the time to learning your business instead of another’s.8) “My performance depends directly on yours.”Often, clients are quick to point the blame at a freelancer when a project goes awry. I’ve seen many marketers throw up their hands in frustration, saying, “Why is it so hard to find a good freelancer?”In reality, the problems are often due to a lack of communication and willingness to put in enough prep time on your side. Freelancers are usually very motivated to complete a job on time, and to your satisfaction. Instead of just shifting the blame in one direction, ask yourself what you can do better next time around.Pro Tip: Would you fire an employee if they didn’t perform well in their very first week, or would you ask yourself if you set them up for success? Give your freelancer a chance to ramp up and learn your preferences and needs. If you routinely switch freelancers after trying them out on just one project, you’re not giving them the opportunity to ramp up properly. After your first project, schedule a call to do a detailed review with your contractor. Discuss the expectations, where things might have fallen short, and where both of you can do better next time.9) “I take vacations, too.”Don’t expect your contractors to be at your beck and call. They have lives, just like anyone else, so quick turnaround projects should be the exception, not the rule. Plan ahead with them. When planning your projects, give freelancers at least as much advance notice as you would give when, say, making an appointment with your hairdresser. You owe them that professional courtesy. And, make sure that if you become highly dependent on a freelancer, that you work their vacation plans into your schedule, just like you would for any full-time member of your team.Pro Tip: Ask your freelancer if they have any times of the year that they are typically unavailable. Block these dates in your calendar and set reminders for yourself two months before to book any projects around their availability and work with them to make any back-up plans if needed. Often, freelancers will even sub-contract to other people they trust. Feel free to ask them if they have that type of arrangement for when they are out or need to reduce their workload. Start Contractor Relationships With Growth in Mind Lastly, remember that your freelancers are not “just” contractors, but important parts of your extended marketing team. This is especially true if your marketing team is small, or your company is in growth mode. When recruiting contractors, set the expectation up front that if the work is of high quality, your hope is to expand the relationship and send more work over time. You never know where these relationships will lead. Several years and jobs ago, I worked with a talented freelance writer and SEO specialist, and found myself sending her more and more work over time. Eventually, she ended up accepting a full-time remote position on my team, and today, even though we no longer work in the same company, we still remain close friends and colleagues.As you work with freelancers, seek to truly get to know them as individuals in order to get the highest quality of service. Implement some of these tips and share them with others on your team in order to start building what may ultimately become mission-critical business relationships for you, your team, and your company. Freelancinglast_img read more