There are reports Arsenal want Wolfsburg’s Julian Draxler but the Bundesliga club want around £55m for him. Earlier reports had suggested the Gunners would be prepared to pay around £40m, but they will have to stump up more it seems.The 22-year-old played as Germany were knocked out by France in the Euro 2016 semi-final and is now free to sit down and discuss his future.If signed, Draxler would add some serious firepower to the Arsenal attack and the strikers, whoever, they may be next season, will be delighted.Here, talkSPORT looks at a possible starting line up next season featuring Draxler. 11 Attacking midfield, right: Alexis Sanchez – Sanchez may be the subject of interest from Juventus, but the club will fight hard to keep him and maybe some big money signings can persuade him to stay? Failing that, theres always Theo Walcott Attacking midfield, centre: Mesut Ozil – Ozil was king of the assists last season. Right back: Hector Bellerin – Bellerin has been linked with a move to Barcelona after the Spanish champions sold Dani Alves, but it looks like he is staying put. Striker: Alexandre Lacazette/ Olivier Giroud – Giroud has been great for France, but Arsenal have still been linked with Lyons Alexandre Lacazette. However, the club will have to pay a reported fee of £42m, so if he is deemed too expensive, then don’t forget the Gunners also have Danny Welbeck (when fully fit)… 11 Centre back: Per Mertesacker – As well as Mertesacker, Arsenal manager Arsene Wenger can also call upon Gabriel and Calum Chambers. Central midfield: Granit Xhaka – The club has just spent a huge £30m on the 23-year-old midfielder. 11 Left back: Nacho Monreal – Monreal’s consistency is something that pleases Wenger. “Hes 100 per cent committed and I think as well he has improved since arriving and has shown that in many big games as well,” the manager said. Goalkeeper: Petr Cech – click the arrow above, right, to see a possible Arsenal starting line up next season with Julian Draxler – There are reports Arsenal want Wolfsburg’s Julian Draxler but must pay £55m for him, according to reports. Here, talkSPORT looks at a possible starting line up next season featuring the 22-year-old beginning with Cech. The 34-year-old is certain to keep his place in the Arsenal goal next season. 11 11 Centre back: Laurent Koscielny – Koscielny is definitely the club’s best defender. 11 11 Central midfield: Aaron Ramsey – Midfield is an area the club are blessed, with Jack Wilshere (when fully fit), Santi Cazorla (when fully fit), Francis Coquelin (when fully fit), Alex Oxlade-Chamberlain (when fully fit) and Mohamed Elneny also available. 11 Attacking midfield, left: Julian Draxler – Apparently the club are chasing Draxler, who could cost £55m. At club level he has played as part of an attacking front three in both central and wide positions. 11 11 11
Plastics recycling goes up in CanadaNorth of the border, the Canadian Plastics Industry Association reports that the amount of plastic packaging that was recycled rose by 3% between 2013 and 2014.At least 707 million pounds of post-consumer plastic were collected for recycling in 2014, Moore Recycling Associates said.Most of the increase in recycling came from plastic film and high-density polyethylene bottle recycling, due in part to more aggressive curbside pickup programs.Krista Friesen, vice president of sustainability at the plastics industry association, said that the 3% gain is more than it sounds like because packaging, overall, is getting lighter. “So,” she said, “to realize any increase means that a larger volume of plastics were recovered.” Recycling rates have dropped in California, and for the first time since 2010 are below 50%. Plastic News reports that the statewide recycling rate fell to 47% last year, a decline of 3 percentage points from the year before. The new data from the California Department of Resources Recycling and Recovery (CalRecycle) suggest that the state has some catching up to do if it hopes to meet a recycling goal of 75% by 2020.Recycling centers around the state have closed, the trade publication says, as the state reduced the fees it pays for handling plastic bottles and other containers. At the same time, commodity prices for aluminum and PET, a clear plastic used for water and soda bottles, have declined.“Recyclers across all industries are hurting,” said Teresa Bui, a legislative and policy analyst with Californians Against Waste (CAW). “The low commodity prices for paper, plastic, and metals are all driven by low oil prices. It’s cheaper to by virgin materials to make new PET bottles than purchase recycled PET.”Mark Murray, CAW’s executive director, called the statistics “an embarrassing blemish,” and said that the state’s recycling future is at a crossroads. Murray said that more than 660 California recycling centers have closed in the last 12 months and hundreds more could meet the same fate unless the state legislature restores recycling reimbursements to 2015 levels. CAW said that while recycling rates fell, disposal amounts increased by 2 million tons in 2015.Plastic News said that the “diversion rate,” a broader measure that includes materials used for fuel, landfill cover, and roads, stood at 63% last year. According to CalReycle, the state recycled and composted roughly 37 million tons of material in 2015. The agency says that about half the solid waste produced every day is buried in landfills, burned to produce energy, or otherwise disposed of.
Get the Free eBook! Want to master cold calling? Download my free eBook! Many would have you believe that cold calling is dead, but the successful have no fear of the phone; they use it to outproduce their competitors. Download Now You can travel along in a straight line your whole life. You never have the breakout results you want. You never have really horrible results either. Your results in business and life are right smack in the middle of the bell curve, a lot of people produce better results, and a lot of people produce something less.If you want breakout results, you have to find your pivot point, that point where you change and your results go straight up from there.Have You Finally Had Enough?The fastest way to get to your pivot point is to hit rock bottom. When you finally can’t take it anymore, when the failure to produce some result suddenly overwhelms you with unbearable pain, you’re ready to pivot.Hitting rock bottom increases your willingness to give up your beliefs and try on new ones. Rock bottom forces you to start taking actions that you had long been avoiding. You can pivot from there. You can bounce off the bottom.Most people never reach the point where they are so uncomfortable that they change. That’s why they travel along in a straight line for so long. Sometimes their whole lives.What about the people that you know that pivot and produce breakthrough results without ever hitting rock bottom? Some, but not many, find mediocrity too painful to endure and make the pivot without hitting bottom. But there is another way to pivot.Are You (Finally) Inspired Enough?You don’t have to hit rock bottom to find your pivot point and make changes. You can have a positive, enlightening experience inspire you to change.You can discover that you have a vision of yourself that is far greater than any vision you have had until that very moment. You can experience that moment of clarity where you realize you are capable of so much more than you’d imagined.Some people find inspiration and they just catch fire. They are rolling along with the pack, and then “Bam!” They break out of the pack and start producing outsized results in business and life.Two ChoicesYou can make mediocrity more painful. You can look at the top 20% and decide that it’s too painful not to be where they are, not to have the success that they have, not to have the security of being a top producer. Make a list of what you are missing. In that pain you can find your pivot point.Or you can find inspiration. You can choose a bigger vision of yourself, set way bigger goals for yourself, and take massive action around that vision and those goals. You can catch fire yourself. In that fire you can find your pivot point.Find your pivot point. Achieve your breakthrough.QuestionsAre your results in business and life what you want them to be?Have you settled into the warm, comfortable bath that is mediocrity?Do you have enough pain to change your beliefs and your actions and find a pivot point, a point where your new actions produce greater and greater results?Is your vision so inspiring that you catch fire and improve your results? Does it move you to move mountains?What would need to change for you to find your pivot point?
Manipur University Vice-Chancellor Adya Prasad Pandey has said that he “fails to see any plausible reason” behind the agitation on the campus since May 30 to force him out.Sniffing a design by “those who stand to gain by my ouster”, he also said that leaders of students and teachers at the forefront of the stir have no qualms about putting the academic career of scores of students at stake.‘Open for discussions’“I am being accused of misusing funds, being whimsical, incompetent and being away most of the time. My doors have always been open for discussions, but no one wants to talk or point out where I have gone wrong,” Prof. Pandey told The Hindu from Manipur capital Imphal.“They [Manipur University Students’ Union] locked the administrative block and examination rooms while I was away on work related to the university. They did not state the reasons for the lockdown,” he said, claiming the student leaders forced some dean and teachers to sign resignation letters in order to intensify the stir against him.He refuted charges that he has been spending more time away than for running the university. “Yes, I have been to Delhi often, but for ironing out certain things left undone by my predecessors. These include efforts to get accreditation from the National Council for Teacher Education for Bachelor of Physical Education (BPEd) course,’ he said.However, some tribal students’ organisation in Manipur said that Prof. Pandey was being hanged without a trial. “It is now crystal clear and evident that their (agitators) only desire is to remove him unconditionally, which means he’s been judged based upon his origin,” Michael Lamjathang Haokip of the Thadou Students’ Association, said.On Saturday, the Joint Tribal Student Bodies, Manipur, announced a counter-shutdown in the State’s hill districts to protest the goings-on in the university affecting the academic activities of the students.
recognizable brand ( experience page Register for HubSpot’s Inbound Marketing University online training program in a huge way, too, and not everyone has completely wrapped their head around the implications. That blows my mind. If you would have told a marketer twenty years ago that they could hear what their consumers were saying about their product, they’d be pumped! My book shows how you can take advantage of this shift. 8. What is your least favorite type of wine, and what is the weirdest thing you’ve ever eaten? , make sure that you’re acting the way you want to be perceived. Then start getting in the trenches and reaching out to your community and customers and start interacting. You can’t dictate your brand anymore, it’s going to be the result of a two way conversation you have every day with the world. live webinar class 7. Which marketers, blogs, leaders, etc. do you get your inspiration (marketing or not) from today? @garyvee 2. What kinds of cool and interesting things are you doing to promote the book? Do you feel like a total rockstar? More importantly, what exactly is your book advising readers to crush? 13 archived webinar classes and notesheets An idea isn’t enough though! Passion gives you the drive it takes to make a product awesome and convince people that it’s as awesome as you know it is. Building a business isn’t just about having ideas, it’s about executing them. Passion helps on both ends and that’s why I think it’s so important for people to start following theirs. Inbound Marketing University , Gary helped transform his family’s wine business, who had formerly been using outbound marketing tactics, from a $4 million business to a $60 million business. Join Gary for his By far the most impactful thing we’ve set up is the You can’t be a fake brand. You need to back up your talk. The Internet has made it so that everything is becoming transparent. What we need to start think of as branding is letting people know who you really are. So if you’re a business looking to create a Marketing has changed To pick one, I look at a company like Zappos that totally understands how to conduct business in today’s world. Tony Hsieh and his team have redefined the concept of customer service and are a perfect model for any brand learning how to navigate the social media space. Wine Library TV I was one-percent unhappy. I woke up on my 30th birthday and realized that I wasn’t going to own the New York Jets if I didn’t make a change. Also, I had been waiting for an opportunity to get involved in the Internet. I’m not a good writer, so blogs passed me by, but when the Wine Library developers showed me Ze Frank, I was like, this is where media is going! I sent a stock boy out to the store to buy a camera, and I was off to the races. The challenge, which is what will face anyone trying to follow this model, is that you have to be patient. It took 6 months before anyone really took notice of what I was doing. And during that time I was working—hard! Engaging in the community, leaving comments on wine blogs, answering every email until 2 and 3 in the morning. It’s hard, hard work, but if you love what you’re doing, your passion fuels your engine. 3. You talk a lot about the importance of passion in building a successful business. Why do you think it’s such a pivotal attribute? Won’t an awesome product just sell itself? Wine Library TV , which helped grow your family wine business from $4 million to $60 million. What was your inspiration for starting the video blog, and what sorts of challenges did you face and overcome when you started it? IMU includes 2 new free webinar classes plus I don’t have a least favorite wine. My whole philosophy is to try new things and expand your palate. Even if something doesn’t strike my palate the right way, I am a more knowledgeable wine drinker for having tried it. The weirdest thing I’ve ever eaten is the foam handrest next to my keyboard. One day it just ended up in my mouth. , Passion-Inspired Video & Other Content next Wednesday, October 28 at 1 p.m. EDT. 6. Through your experience, what is the most important lesson you’ve learned about branding? How can this be applied to any business looking to create a recognizable brand on and off the Web? . The program drills into each component of inbound marketing and prepares you for the Inbound Marketing certification exam. Originally published Oct 22, 2009 7:08:00 AM, updated July 18 2013 in March that everyone should sign up for, by the way. Basically a lot of stuff. Gary Vaynerchuk 5. Why do you think your video blog has been such a hit? What’s the secret sauce that has made it such a marketing success? Crush It Cruise CRUSH IT! 4. You’re best known for your video blog, Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Free Inbound Marketing University Online Training Program I don’t feel like a rockstar, I feel ridiculously lucky to be able to go out and meet tons of great people and make some new relationships. The book is about this little thing called the Internet, and how it has changed the game. The gatekeepers have lost their power, and content producers have a never-before-seen opportunity to get their voice out and build brand equity. The cost of entry is now zero. Because it’s so cheap to get in, anyone can succeed as long as they’re willing to put in the sweat equity necessary to get themselves out there. , which lets people get added value out of a book purchase–whether it’s a wristband or a personal video or even dinner with me. I really feel that giving people an opportunity to interact beyond the physical book is going to be where more and more people are going to be moving in the future. Of course we also have gotten really involved with the blog community and the media, and I am beyond excited for the ), the “Social Media Sommelier,” is perhaps one of the most admired video bloggers on the Web. Using social media to promote his video blog, Maybe more importantly though, I cared. I cared about my community. I cared about everyone who had something good or bad to say about the show. People can tell when you care and when you don’t, and if you really truly care, you’ll win. 1. You’re currently on tour for your new book, I care and I have the chops. Wine Library TV wouldn’t have worked if I didn’t have the wine knowledge to back it up. Wine is something I’m passionate about, I’ve been training my palate since before I was even able to drink it, and so people could see that I had put in my time and knew what I was talking about.
Learn how to generate more inbound leads using SEO, blogging, and social media. Download the free kit Originally published Nov 16, 2010 2:00:00 PM, updated March 21 2013 Brains love contrast. Before and after, faster or slower, easier or harder, engaging or boring, simple or complex, black and white, up and down, expensive and cheap, inside and outside, hot or cold. Your brain instantly takes notice. Setting up a comparison – a “just noticeable difference” – between your target’s frame of reference and your alternative does two important things. First, it sets up tension – and tension needs resolution. We hate it when we don’t know the rest of the story, don’t we? This is the heart and soul of storytelling. Second, it gives you the meaningful separation you need to show how different your difference is. Inbound Marketing Block #1: Grab Their Brain. Decision Trigger: Contrast. Block #3: Closing the Sale. Decision trigger: The Rule of the Rare. for tips and tricks to drive more leads and business to your site. What does all this mean? How can subtle changes help you overcome the noise in the market place today? Let’s focus on three primary blocks you face to getting your message heard and then illustrate how one specific decision trigger helps overcome each. Before we start, understand that we’re not email marketing mavens or social media consultants –– we’re influence strategists. The work we’ll describe here is based on over 30 years of research in the social sciences. It transcends cultures, demographics and marketing budgets. In other words it’s solid stuff. But what you’ll get out of understanding how decision triggers work is the difference between knocking yourself out for a 3% return and making those subtle changes that boost your returns up to 33%. This guest post was writen by Stephen Denny ( We’re bombarded with hyperbole, fluff and bombast, day and night. Believable statements are unique in their rarity. So do something unique. Argue against your own self-interests. , a marketing consultancy that works with corporate clients to improve their sales and marketing performance by applying the social psychology of influence to critical customer-facing initiatives. No matter whether you’re an email marketer, a social media consultant, a brand manager or a CMO with a billion to spend on demand generation – you still need to engineer your message correctly. Spend doesn’t equal conversion. You can either have a message or a mess. You choose. If you’re like most marketers – and you’re being honest with yourself – you probably fall into this first camp. Beating on the gates takes persistence, money and a thick skin. The by-invitation-only option takes an understanding of the psychology of how we make decisions – specifically, it means we have to learn something about how we can tap our target’s decision triggers, those psychologically hard-wired rules that route requests to the inbox or the mental spam filter. Tap the right decision triggers and you move your customer to yes faster. Interestingly, competition is more powerful a motivator than time – your prospects don’t have control when it’s them against someone else, do they? Supplies could evaporate in seconds! We can control our actions if we know how much time is left. Uncertainty is stickier than control. So be honest and let them know about this one of a kind opportunity or you may be inadvertently sabotaging your efforts by telling them that it’s OK to procrastinate. However, you must guard against phony offers to maintain your believability (and your ability to sleep at night, too). We told you at the top of this post what we weren’t. This wasn’t an accident. Saying we’re not social media consultants probably caused a very real physiological reaction in many of you. Go back and read it again and see if you notice. Give a little concession and retreat early on. When you make a careful strategic retreat, your listener acknowledges that you are being honest because you’ve just proven it – and then you can win the game on ground of your own choosing. Whatever request you make next will be coming from a credible, unbiased source – and you’ll be in a better position to get the “yes” you want. Block #2: Disbelief. Decision Trigger: The Strategic Retreat. Topics: , if you’d like to learn more. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack When you tap your targets’ decision triggers, you get them to “yes” faster. We made brief mention above to the difference between getting 3% and getting 33% – when used this framework in a program aimed at Fortune 500 CIO’s that should have garnered a 3% response, we were able to deliver a 33% return. That’s a powerful response. Get the Act now, because scarcity is going fast! Actually, there’s more to it than just shouting, “Supplies are limited!” The Rule of the Rare says that things are perceived as having more value when they are perceived to be in short (and diminishing) supply, when they aren’t commonly known or when there is real exclusivity to owning them. When things get scarce, people get motivated. When there are only 2 Sony Playstations left in the store and your promised your kid you would get one for their birthday you, act immediately. @Note_to_CMO Always ask yourself, “compared to what?” ) of whole white paper here Inbound Lead Generation Kit Decision Triggers
The Verizon iPhone does not mean sweeping changes to the mobile marketing industry. Instead, it is a sign of continued growth and expanding consumer choice. As a marketer in 2011, you should gain an understand of the device usage among your target audience by conducting a survey or leveraging available industry research. Use this information to make informed choices regarding the direction of your mobile marketing strategies. So what does this mean for marketers who want to reach prospects on mobile devices? Today telecommunications giant Reports that in addition to AT&T, they will now be selling Apple’s hugely popular iPhone. The iPhone 4 on Verizon is essentially the same phone but on a different network type, CDMA. The one notable difference between the AT&T and Verizon iPhone is that the Verizon iPhone will allow users to turn their iPhone into a personal WiFi hotspot. This feature means that Verizon iPhone users can use the Internet connection from their iPhone on other devices, such as laptops and iPads. Verizon announced First, it suggests that the iPhone’s growth is going to continue. Learn more about inbound marketing and how to combine blogging, SEO and social media for results. internet marketing kit Admob, a mobile advertising company released research last year around mobile device usage and behavior. While I would encourage you to check out their entire report, I have pulled out a few key pieces of information. First, iPhone and Android application usage is similar: Free Internet Marketing Kit Mobile Marketing show that Verizon may sell as many as 13 million iPhones in 2011. Now that Apple’s iPhone is being distributed by two major U.S. cellular providers, marketers will have a more accurate sample of mobile device adoption. While Google’s Android mobile operating system has been growing rapidly, the data below shows that Verizon’s Android devices have not kept pace with the iPhone. Download our How Do Android and iPhone Users Differ? The Hard Choice: Develop an App However, the survey found that the two mobile operating system userbases differed in their willingness to pay for applications. More iPhone users expressed willingess to pay for applications. Topics: The Easy Choice: Optimize for MobileMobile marketing is being tossed around frequently in marketing circles, often with many different intended meanings. While mobile marketing can mean many things, there is one primary message being conveyed for marketers looking to get into mobile: optimize for mobile devices. It is important that you optimize your website and emails to be viewed correctly on mobile devices, such as the iPhone and Android-powered devices. Additionally, it will be important to think about how your calls-to-action and offers work on mobile devices. Is it easy for a prospect to fill out a form on your website from their smartphone? If you are offering a download, will it open on mobile devices? . Sure, it is obvious that your content needs to display properly on mobile devices. So what about developing a mobile application for your business? What platform do you develop for? Do you build a native application or an HTML5 web-based application? Originally published Jan 11, 2011 4:00:00 PM, updated October 20 2016 The vast majority of businesses don’t need to worry about this decision yet. Most businesses are still ramping up their inbound marketing efforts and do not have enough content to support a mobile application. Additionally, many marketers would be better off optimizing their SEO, email, lead nurturing and social media campaigns for maximum lead generation, before taking on another major project like a mobile application. 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, 2011 5:30:00 PM, updated April 24 2019 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Have you ever heard of heatmapping? It’s some pretty cool technology that lets you see where people are looking on a website. If you’re ever testing a new website design or creating a really important landing page, you can use heatmap technology to see where peoples’ eyes linger. If they aren’t looking at the areas on the page you want to emphasize, you know you might have some design flaws.I told you that story to tell you this one. Mashable commissioned EyeTrackShop, a startup that performs heatmap studies for marketers, to see where people look on popular social media sites. They covered everything from Facebook and Twitter to Pinterest and Reddit, and though the sample size is pretty small and doesn’t always include the business pages, the results are interesting for social media marketers nonetheless. You can see the heatmaps for all of the social media networks they researched on Mashable, but we’ll focus on what they found for Facebook, Twitter, Google+, and LinkedIn. And of course, the marketing takeaway from all this heatmap research.FacebookFacebook’s heatmap shows people spend the most time looking at the profile picture and the first two posts on the page. The profile information at the top of the page also ranks high, as does the list of friends on the side. As you move past the halfway mark of the page, visual attention drops significantly.EyeTrackShop also shared a metric called fixation order, which is the order in which most people looked at areas of interest on the page. Interestingly, most people on Facebook started by looking at the middle of the page where status updates are posted, then went to the left panel where friends are listed.Google+Despite being larger, the Google+ profile photo doesn’t attract as much attention as the Facebook profile photo. The most attention was paid to the name, tagline, and first post. Like on Facebook, someone’s Circles was also of interest.Viewers spend an average of 5.9 seconds in the middle of the Google+ page, which is slightly longer than is spent on the middle of the Facebook and LinkedIn pages. This might be due to the fact that this is a new network, and people are still trying to understand what they are looking at and how they can interact with content.TwitterThe most notable viewing pattern on Twitter is how far down the eye goes on the screen compared to other social networks. Because of the pace at which tweets come through though, this is not surprising, as users are used to scrolling further down the page to see tweet streams.At 3.1 seconds, Twitter’s average dwell time for the middle of the page is significantly lower than on the other three social media networks. Again, because of the fast-moving nature of this social media network, people are probably quickly clicking onto another page from here.LinkedInIt’s all about your title on LinkedIn; overwhelmingly the eye is mostly focused on someone’s name and job. As with all social networks, the picture receives some time in the spotlight, as does the section that displays a person’s education, connections, and recommendations. People do scan down to work experience as well, but they seem to only linger on the most recent place of employment.Most of the time is spent on the middle of the page on LinkedIn, after which it appears users move to the right to take some sort of action (e.g. see if they are connected, and if not, potentially connect).Marketing TakeawayThe importance of profile photos is not diminishing. Give a face to your social media accounts, because (shocker!) people want to socialize with human beings!Social media networks also showed the most attention garnered to the top left sections of the page — where titles, names, and the first status update reside. That means you should make it easy for people to identify who you are by choosing a name that clearly identifies who you are (and if you’re on Google+, an awesome tagline) so you pass a user’s blink test.And though status updates are dynamic, whatever is at the top is clearly important to visitors, so don’t post updates willy nilly just to keep your profile fed. Take an extra 10 seconds to ask yourself whether this update is interesting and engaging. If it is, you’ll have better luck getting visitors to “fixate” on your profile.Have you ever used heatmapping technology? Where do you think people spend the most time on your social media accounts?Image credit: dullhunk Social Media Engagement
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 Jan 3, 2012 3:45:00 PM, updated October 20 2016 Offers are the heart and soul of lead generation. After all, you need to put something on the other side of that lead-capture form that will motivate visitors to complete it in the first place, right? And it needs to be good. That’s why you spend hours upon hours creating ebooks, perfecting webinar slides, and building up your arsenal of offers. And if that’s the case, you want to pump as many leads as possible out of those offers’ landing pages. That’s where promotion comes in. Creating that awesome offer and its optimized landing page is all well and good, but if you don’t give your offer any more visibility than that, you’re going to be hurtin’ for leads. Luckily, the promotional possibilities are numerous. Are you leveraging all of these different places to promote your offers? If not, you might want to get to work. Your lead generation goal will thank you for it.17 Places to Promote Your Marketing Offers1. On Every Website Page: Link to your offers on every page of your website through the use of call-to-action (CTA) buttons and images. Try to align the offer you link to with the goals of that page. For example, a visitor to your website’s product pages might indicate someone who is further along in the sales cycle and readier to buy, so place CTAs for more middle-of-the-funnel offers like free trails, product demos, or free consultations that speak to the interests of a visitor who is closer to a purchasing decision. Note: The only pages on your website where you should avoid placing CTAs are your landing pages themselves, since you want to keep visitors on those pages, not distract them by leading them elsewhere.2. In a Website Content Library: If you have quite a few different offers in your marketing toolbox, consider creating a page or a few pages on your website where you can aggregate and feature all of your various offers in something like a content or offers library. Check out HubSpot’s webinar page and ebook page as examples.3. On Your Blog: Just as every page on your website should include a CTA, so should every individual blog post you publish. Again, try to align the content of the offer with the content of the blog post as best as you can in order to increase click-throughs (see the bottom of this blog post for an example!) Furthermore, add CTAs for your best performing offers to your blog’s sidebar, and create banner-sized CTAs for the top of your blog, as well.4. Within Other Offers: It might seem odd to add CTAs within offers that have already successfully converted visitors into leads, but your inbound marketing efforts shouldn’t stop at lead generation. Effective inbound marketing nurtures leads from their point of conversion through to their point of purchase, and nurturing them with content is a very effective way to do it. Keep leads engaged with your business’ content by encouraging them to download more. Within ebooks, webinars, and other offers is also a great time to introduce a middle-of-the-funnel offer to help move them through the sales cycle.5. In Anchor Text: CTA buttons don’t have to be the only pathways into your landing pages. Leverage anchor text, too — link to relevant offers using appropriate keywords on your website, in blog articles, in ebooks, etc.6. Within News Releases: If your business utilizes news releases as a way to disseminate information about your business, don’t overlook the opportunity they provide for lead generation. Just as you’d use anchor text in a blog post to point to a landing page, do the same in your news releases. Bonus: You’ll likely reap some SEO benefits from this practice, as well!7. In Guest Blog Posts: If you’re using guest blogging as a link building tactic, consider building some of those inbound links to your offers’ landing pages. Not only will you generate traffic to your landing pages, but you’ll also generate inbound links to support your business’ SEO strategy. Talk about a win-win!8. In Dedicated Email Sends: Because most marketers spend so much time and effort developing and growing their email database, dedicated email sends for your offers can be one of the most effective ways to promote them, generate new leads, or nurture existing leads. Focus your email send around one particular offer, and create optimized emails that motivate readers to click on your offer, convert, and share it with their networks using social sharing buttons within the email.9. In Lead Nurturing Campaigns: Companies leveraging marketing automation tools to efficiently deploy lead nurturing campaigns are known to generate awesome results. In fact, Forrester Research reports that companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost. Create targeted lead nurturing campaigns triggered by various website behaviors, and use your most appropriate offers as the heart of these campaigns. As we mentioned earlier, you’ll want to align the offer with campaign’s trigger. If your visitor downloaded an ebook on a particular topic, enter them into a nurturing campaign that gives them an offer similar to that ebook’s topic, and move them along through the sales cycle from there.10. In Your Email Signature: This will be particularly effective for your business’ sales team. Encourage them to add a brief text-based call-to-action at the end of their email signature to help nurture prospects with whom they’re communicating using more content they might be interested in.11. In Social Media Status Updates: Sharing links to your offers’ landing pages is the main way you can use social media for lead generation. Do this frequently, and use the space that the specific social network allows to describe the value that fans and followers will get out of the offer. Try to vary the timing of when you share certain offers so people who follow you on multiple social sites aren’t hit with the same promo on each site.12. On Social Media Profiles: Use the real estate on your social media profiles to highlight your top offers. Whether it’s within your company’s description, on your profile image, or in your Twitter account’s background, use this space wisely and strategically to support lead gen.13. In LinkedIn Answers: Make it a regular practice to browse the LinkedIn Answers feature for your industry to identify opportunities to share your thought leadership and industry expertise. Have an offer that addresses another user’s question? Provide a thoughtful answer to their question and link back to your offer for more in-depth information.14. On Targeted LinkedIn Company Product Tabs: Have you considered adding your offers as “products” or “services” on your LinkedIn Page’s ‘Products’ tab? It’s a great way to increase visibility for your offers on LinkedIn. LinkedIn marketers can also create targeted variations of their page’s ‘Products’ tab to display particular products/services/offers to specific demographics of LinkedIn users to increase click-throughs and ultimately conversions! To add an offer to your ‘Products’ tab, visit your LinkedIn Company Page as an admin, click on your page’s ‘Products’ tab, and click ‘Add a Product or Service’ under ‘Admin Tools.’ To create targeted variations of your ‘Products’ tab, check out this detailed guide.15. On Custom Facebook Tabs: On Facebook, create custom page tabs to highlight or feature your best offers, or consider using a welcome app like HubSpot’s to promote an offer and generate leads right within Facebook!16. In PPC Campaigns: If you’re using pay-per-click (PPC) as a way to complement your organic SEO efforts, think of your PPC ads as simply CTAs for your offers. Follow best practices for creating calls-to-action, and you’ll enjoy better click-through rates and more leads from your PPC campaigns.17. In QR Codes: Try using a QR code as a tactic in your mobile marketing strategy. Whether you’re adding the code to print marketing materials, swag you distribute at a trade show or other event marketing materials, direct code scanners to a targeted landing page that promotes an offer related to the scanned material.What are we missing? Where else can you promote your marketing offers to maximize lead generation?Image Credit: thepinkpeppercorn Lead Generation
Topics: Nonprofit Fundraising Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Originally published Oct 15, 2013 4:00:00 PM, updated February 01 2017 While direct mail seems like a thing of the past, Smile Train, a nonprofit that provides surgeries to children born with clefts and trains doctors to perform surgeries for and treat clefts, risked losing hundreds of thousands of contacts by experimenting with a very unconventional solicitation concept: donate to opt out.The ExperimentBack in 2008, Brian Mullaney of Smile Train had a crazy idea to send out hundreds of thousands of letters (yes — letters) to over 800,000 households. The organization’s CMO, Brian Dearth, explained the idea further: “We provide free surgery to cure children of cleft palate that is permanent. So this is a way for us to convey the permanence. We provide donors with a similar opportunity to make a permanent change and be done with it.”Before it risked losing a large amount of its contact list, Smile Train did a test campaign with 150,000 households, sending half of the group a letter that said if they donated once to Smile Train, the organization would never ask them to donate again. The response was very promising — those who received the “once-and-done” letter donated $22,728, while those who received a standard letter donated $13,234.And that’s not all: Out of all those who received the once-and-done letter, only 39% indicated that they never wanted to be contacted again. That 39% only received a thank you letter with a receipt for their donation and a picture of a child that was helped by the organization. That left 91,500 donors who indicated they wanted to either receive limited communications or regular updates from Smile Train after making a donation.High Risk, High RewardWith the encouraging results from the test campaign, Smile Train felt confident that launching the experiment with its full list of 800,000+ households would be successful … and it was. The once-and-done group donated $260,783, while the standard letter group donated $178,609.With these great results, Smile Train now uses this tactic for all of its direct mail campaigns to recruit new donors.Think Outside the BoxTaking this risk led to a great reward for Smile Train. The group’s efforts serve as a lesson your nonprofit can learn from when it comes to adopting new fundraising tactics.Here are some specific ideas as to how to incorporate this tactic into your future campaigns.Test this direct mail campaign on a segment of your own list.If you haven’t tapped into your direct mail budget lately, take this idea and apply it to a small group of that list. Split them up into two groups and see how much the once-and-done group raises vs. the standard letter you usually send. Test a once-and-done lightbox on your website for end-of-year giving.During your end-of-year online campaign, create a lightbox that asks website visitors to donate once to opt out of any future solicitations. Track how much of your traffic actually makes the donation as well as how much is raised. Then, compare it to your last end-of-year giving campaign online and see if it led to a substantial increase in funds raised. Send a once-and-done email to your stale donor list.If you don’t typically send direct mail as an organization and have a group of individuals that haven’t donated in more than a year, create a similar ask in an email to those individuals. This is an optimal way to solicit those who haven’t given to your organization in a while and weed out those who never will. Also, this will help you clean up your email list and find more engaged supporters. Incorporate a once-and-done option to your Giving Tuesday campaign.Similar to your end-of-year giving campaign, test out this type of ask on Giving Tuesday, which falls on December 3 this year. If you’re already thinking about your Giving Tuesday campaign, incorporate the donate-to-opt-out option and see if it leads to even more donations on the dedicated day of giving.Stay true to your word and don’t ask those who opt out for donations again.Make sure you track those individuals who donate and opt out and be sure not to solicit them again. Create a new list for them in your database and exclude them from any future campaigns. Hopefully, you’ll have only a small percentage opt out like Smile Train did.How has your organization incorporated “donate to opt out” into your solicitation campaigns? Report back if you plan to test it out!