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How’s your Friday looking?

first_imgDeputy minister of sports and recreation Gert Oosthuizen with his Team SA shirt. (Image: Dept. of Sports and Recreation) The official Team SA supporters’ T-shirt. (Image: Sascoc) MEDIA CONTACTS Sascoc +27 11 483-3788 RELATED ARTICLES • Fly the Flag Fridays launched • New campaign to power SA’s Proteas • Rugby World Cup: back the Boks • Supporting SA’s sport starsValencia TalaneWhile Team South Africa goes for gold at the London Olympics later this year, their supporters will go green and gold every Friday in support of the squad.Team SA Fridays, as the latest national supporters’ campaign is known, will kick off on 20 April, while the official supporters’ T-shirt will available at the beginning of May at leading clothing retailers.The Department of Sport and Recreation, together with the South African Sports Confederation and Olympic Committee (Sascoc), announced the campaign at Gold Reef City, south of Johannesburg, on Wednesday.The glittering event was held to mark the 100-day countdown to the Olympics, which starts on 27 July, and the choice of venue was to symbolise the gold medals Team SA will be aiming to win at London’s third Summer Olympics.The idea behind Team SA Fridays is in keeping with the tradition of uniting South Africans in support of their sporting heroes by marking Fridays as official supporters’ days.Sports fans are asked to wear the designated T-shirt, or the shirt of any national sports team, at home or to work on a Friday.If the success of the campaign’s cousins, namely Football Fridays, Fly the Flag Fridays and more recently, Magnificent Fridays is anything to go by, it will soon become the norm for South Africans of all ages to be seen everywhere donning the green and gold shirt.To help spur on supporters – as well as the team as they compete against the best in the world – Sascoc has enlisted five well-known sporting personalities as Team SA ambassadors in the build up to, and during the world’s largest sports gathering.They are Springbok Sevens superstar Cecil Afrika, former Bafana Bafana captain Lucas Radebe, golf veteran Ernie Els, retired Proteas cricketer Makhaya Ntini and former sports presenter Cynthia Tshaka.Sascoc CEO Tubby Reddy said at the launch: “The role of the Team SA ambassador is to inspire and mentor the Team SA athletes competing at the London 2012 Olympic and Paralympic Games, while encouraging young and old people worldwide to become more active in sport.”last_img read more

Blower Door Testers Wanted — Scientists and Engineers Preferred

first_imgTwo correctionsAltitude. If you’re doing a blower door test at high elevations (that is, anything higher than 5000 feet above sea level), you’ll have to apply a correction factor to your air leakage. (Yeah, they’re talking to you, Steve Byers and your Energy Logicians!)Temperature. If you’re testing on a really cold or a really hot day, you’ll have to adjust for that, too. When the temperature difference, ΔT, is greater than 30° F, you must adjust. (See the tables on page 8-9.)As I said above, I see the new rigor in the HERS Standards as a good thing. It may take some retraining of the field guys who go out and do blower door tests all day long, but it’ll be worth it. We’ll be adding these new procedures to our training starting with our next HERS rater class. If you do any type of performance testing under the auspices of the HERS Standards, you don’t have to be a scientist or engineer…but you’ll have to start thinking like one. Three types of testsSingle-point test. Measure the air leakage one time at a given pressure difference, usually 50 Pascals. You have to measure the baseline pressure 5 times, but that doesn’t take long.Multi-point test. Measure the air leakage at multiple pressure differences, from 60 Pa down to 15 Pa in 5 Pa increments. You’ll have to measure the baseline pressure difference before and after taking the air leakage readings, but you don’t adjust for the individual pressure readings.Repeated single-point test. Measure the air leakage at least five times at a single pressure difference and then do a statistical analysis of the results. Calculate the mean, standard deviation of the mean, and uncertainty. Two types of accuracyStandard accuracy. Under normal test conditions, you’ll get results with an acceptable level of uncertainty. You can use the result in a certified home energy rating, and the software doesn’t modify it. When doing a single-point test, if your baseline pressure difference is less than 5.0 Pa, you’re in the realm of standard accuracy. For a multi-point test or repeated single-point test, you get to report the result here if the corrected cfm50 has an uncertainty less than 10%.Reduced accuracy. On really windy days or when other conditions cause your uncertainty to be too high, you report the result as having reduced accuracy. If you’re doing a certified home energy rating with reduced accuracy, the software will add about 10% to the result to determine if the home complies with the thresholds required in energy codes or programs. If the baseline pressure difference is between 5.0 and 10.0 Pa for a single-point test, you’ve got reduced accuracy. (If the baseline is >10.0 Pa, you can’t do a single-point test.) For a multi-point test or repeated single-point test, an uncertainty of more than 10% means the accuracy is reduced. OK, the title here may be a little extreme, but if you’ve taken a look at the new chapter on performance testing and scope of work in the HERS Standards, you know what I’m talking about. RESNET just adopted this as the new chapter 8 in August of this year, and it goes into effect on 3 January 2012.As a physicist, I love the new rigor they’ve added to the protocol for doing blower door tests. If you ever took an introductory physics class and the associated lab, you probably remember with great fondness the statistical analysis you had to learn. (What!? You hated that part? I just don’t get you at all!)Anyway, measurement is a science in and of itself that follows some fundamental rules:Every piece of equipment will give you a measurement with some uncertainty.Measuring something once doesn’t give you the absolute, final, correct result. To improve reproducibility, the measurer must pay great attention to the conditions under which the measurement was made.With the new standards on blower door testing, RESNET is acknowledging that these rules apply to home energy raters as well as the folks who wear white coats. (Actually, I call the latter chemists. Physicists mostly just wear whatever they want.)So, what’s new for all you blower door testers out there? Here’s a brief summary. Allison Bailes of Decatur, Georgia, is a RESNET-accredited energy consultant, trainer, and the author of the Energy Vanguard blog.last_img read more

Paras begins ‘humbling’ journey with Cal State Northridge

first_imgPagasa: Storm intensifies as it nears PAR Robredo: 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 MOST READ LOOK: Cavs unveil modernized logos for 2017-2018 NBA season BREAKING: Cop killed, 11 hurt in Misamis Oriental grenade blast READ: Kobe’s first foray into March Madness“Kobe has endless potential and his ceiling is so high,” the mentor said. “He went through some adversity last year and some things that weren’t so good for him. He kept his composure. I’m really proud to have Kobe here.”And that may just be the shot of confidence Paras needs, as he is set to sit out the upcoming season before finally suiting up come the 2018-2019 collegiate season.For now, he’s just glad that Theus still has his full confidence on him.READ: Kobe Paras commits to Cal State Northridge“I’ve been recruited ever since high school and Coach Reggie is still showing he wanted me to be here,” he said.Paras is set to see action for the Philippine team in the upcoming 2017 Fiba 3×3 World Cup in Nantes, France, where he will team up with Jeron Teng, Kiefer Ravena, and JR Quiñahan.Sports Related Videospowered by AdSparcRead Next Don’t miss out on the latest news and information. After a short stay in UCLA and a year spent in Creighton, Paras is looking for a fresh start back in the West coast.READ: Kobe Paras bids farewell to Creighton, plans transfer FEATURED STORIESSPORTSSEA Games: Biñan football stadium stands out in preparedness, completionSPORTSPrivate companies step in to help SEA Games hostingSPORTSMalditas save PH from shutoutBut the second-generation cager shared that he has no regrets with the decisions he made.After the Bruins said that he had failed to meet their academic requirements, Paras went to Omaha, Nebraska, where he took a chance with the Bluejays but played sparingl, averaging 1.3 points in 15 games in his freshman season. BREAKING: Cop killed, 11 hurt in Misamis Oriental grenade blast BSP survey: PH banks see bright horizon amid dark global recession cloudscenter_img View comments Cayetano dares Lacson, Drilon to take lie-detector test: Wala akong kinita sa SEA Games Lacson: SEA Games fund put in foundation like ‘Napoles case’ “I just took a chance,” he said, as seen in a video of the presser posted on the CSUN. “As a freshman, I expected to play a lot. We had a strong lineup of older guys and (coach Greg McDermott) believed in the older guys. Everything happens for a reason.”READ: Kobe Paras plans to try out for GilasThough it wasn’t the path Paras originally envisioned when he took his act to the United States, he’s staying optimistic as he will now be coached by former NBA star Reggie Theus.“It’s been hard for me the last couple years. I’ve been through a lot of adversity and my head’s still high,” he said.Theus, meanwhile, thinks that Paras is just what the Matadors need going forward. After all, he has previously recruited the 6-foot-6 guard back in his days in Cathedral High School and Middlebrooks Academy.ADVERTISEMENT Palace: Duterte to hear out security execs on alleged China control of NGCP Every 18 seconds someone is diagnosed with HIV Kobe Paras. Photo by Cal State Northridge Matadors websiteNow on his third school in two years, Kobe Paras is hoping that Cal State Northridge will finally be the home he has been looking for.“It’s a new beginning and it’s very humbling for me,” the 19-year-old prodigy said as he was formally introduced on Thursday at The Matadome inside the campus.ADVERTISEMENT LATEST STORIESlast_img read more

Crisis Communication Report Card: How HP Handled Charges of Racist Computers

first_imgWhat do you think about HP’s response? While the video’s creators, Wanda Zamen and Desi Cryer, say they originally made the video with the intention of being funny, it’s accumulated over 750,000 views on YouTube — probably not the best-case scenario for the folks over at HP.HP responded with a post on its The Next Bench blog addressing the situation and stressing that “Customer Feedback is Important.”  Did HP handle the situation the best they could?  Let’s evaluate: Timeliness of Response (Grade: C)Wanda and Desi’s video was posted on Thursday, December 10, and went viral over this past weekend.  HP published their response on Sunday, December 20, but for a better grade, they should’ve issued their statement within hours — not days — of the video’s YouTube explosion. Social Media Monitoring/Involvement (Grade: B+)At least HP was paying attention to its customers in the social media-sphere, and they obviously don’t have a restrictive policy against social media engagement , which is more than we can say about some other big brands like Carnival Cruise .  But again, closer monitoring of the situation could have resulted in a timelier response.  Quality of Response/Statement (Grade: B)HP’s blog post was not too shabby, but we think it could’ve been better.  For one thing, they could’ve included a simple apology for anyone they may have offended to cover their bases.  And while they indicated they’re looking into the problem, it’s always a good idea to promise the issue will be fixed.  Who doesn’t like a guarantee?Tact (Grade: A)HP did an awesome job of crafting their response in a way that downplayed the racial angle while still showing sesitivity about the issue.  Instead of focusing on the racial undertones, they treated the video as a help desk issue.  Well done! Communication (Grade: A)The fact that HP actually issued a response via their blog garners respect in itself.  Social media monitoring means nothing if you don’t react, and HP’s use of social media for two-way communication is exemplary.  As seen from the Kryptonite bicycle lock case study , we know what can happen if you choose to ignore customers’ reactions on the Web. We also like how HP continues to encourage customer feedback via the forums on its blog and on Twitter by messaging @HP_PC . Final Grade: B+  Overall, HP did a pretty good job handling the situation. But what could HP have done to make their handling of the situation go from good to great? How about making lemons out of lemonade, like EA Sports did (below) in response to the YouTube video that surfaced showing the glitch in the Tiger Woods PGA Tour ’08 video game? HP computers are racist?  Who knew?  In a humorous video that went viral on YouTube over the weekend, two sales associates point out a flaw in HP’s facial recognition software, which apparently fails to recognize black people (see video below). 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 Dec 23, 2009 1:05:00 PM, updated February 01 2017last_img read more

5 Foolproof Ways to Prevent Landing Page Abandonment

first_imgDriving traffic to your site is all well and good, but how do you turn that traffic into customers? To make your growing web traffic worth something (ahem, money?), the first step is to convert those visitors into leads, and landing pages are an efficient, low cost way to get that done.Easily build and embed forms on your site. Try HubSpot Forms for free.But if you’re noticing that some of your landing pages perform better than others, there are some logical explanations behind your underperformers. Let’s take a look at the 5 most common reasons your site visitors click through to your landing page and then abandon it in a flash.5 Reasonable Explanations for Landing Page Abandonment1.) Your landing page didn’t pass the blink test. The blink test refers to the first three seconds a visitor spends on any page of your website during which they orient themselves and glean what they can do on that page. The user clicked to your landing page with a vague idea of what they might find there, but in the first three seconds, it is your duty to make it abundantly clear what they will find on that page. You can do so by crafting a clear headline, call-to-action, and providing a form above the fold.2.) Your landing page had too many distractions. If you only have three seconds to orient a new visitor, you need to let them focus! Remove all visual distractions such as Flash or animation, a navigation that lets them click away, and large and intimidating blocks of text. Instead, include a pleasant (but reasonably sized) image that is relevant to your offer, and make use of all those wonderful formatting tools like bullets, numbers, and bolded headlines to break up text.3.) You didn’t use actionable language. It’s not that your readers aren’t smart; just don’t make them think too hard while they’re on your landing page. Tell them exactly what to do by using verbs and explanatory language in your headlines and on your ‘submit’ button. Let’s do a little compare and contrast. Which headline do you think will result in more conversions on a landing page?Your How-To Guidevs.Download Your How-To Guide About Creating Content for the HolidaysIf you guessed the second one, you’re right on the money! It tells visitors explicitly what they should do on the landing page, and what they’ll receive for doing it. Just be sure to explain the value of your offer with some brief copy after you write your awesomely actionable headline.4.) Your form just wasn’t worth the work. There’s a delicate balance to strike between gathering enough qualifying information about your leads, and losing leads to excessively long forms. If you’re not sure how many form fields are too many, start small and build up. Through the magic of A/B testing, you’ll be able to find your sweet spot where neither leads nor information is compromised.5.) Your offer didn’t match your call-to-action (CTA). If your call-to-action was enticing enough to get a visitor to click through to your landing page, make sure what you actually offer aligns with the original CTA. You can prevent visitor disappointment by being as specific as possible with your call-to-action. If you’re offering a how-to guide, mention what it’s about in both the call-to-action and on the landing page. Use the same language so continuity is maintained throughout the conversion process.If you’re experiencing dismal conversion rates on your landing pages, do a quick check for these five common problems. Once all of your landing pages are in line with these best practices, you can fine-tune and A/B detailed aspects of your page like button color or page layout to get the best possible conversion rate from each landing page you produce.Have you seen a lift in conversion rates from solving for landing page abandonment? What was your most common landing page offense?Image credit: Post-Software Originally published Nov 30, 2011 9:00:00 AM, updated July 28 2017 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Topics: Landing Page Designlast_img read more

Heatmaps Reveal Where People Look on Social Media Sites [Research]

first_img 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 Engagementlast_img read more

Dissecting the Anatomy of a Five-Star Email

first_imgEditor’s Note: The free email templates originally featured in this post in 2013 were part of a limited-time offer that is no longer available. However, our free guide to optimizing marketing emails is still available to download here. If you’re like most marketers, email marketing is one of the most powerful channels at your disposal. Email reaches out to an already engaged audience — people who have already said yes to your marketing by opting in to your list (right?). It’s also an incredibly cost-effective channel. In fact, Magill research estimated that marketers earned $39 for every $1 they spent on email marketing in 2012. Now that’s a pretty good stat to include in your next presentation about the value of email marketing if I’ve ever heard one.But how do you take your email to the next level — from a white bread campaign to a five-star email experience? Well, I’m going to let you in on a little secret: You don’t have to start from scratch every time you want to craft a new email. Pre-designed templates are a great way to streamline your email development. After all, you know what they say about reinventing the wheel. That’s why we decided to help you out by using what we know about email marketing best practices and creating five pre-optimized email templates, free to download for a limited time. These templates, which you even can test out using HubSpot’s free software trial, give you everything you need to customize your own email messaging. So rather than fidgeting with column widths or image sizing, all you need to do is insert your email content and … presto! An optimized email in minutes. And to top it off, we’ve also created a helpful guide to go along with it — The Anatomy of a Five-Star Email — which walks you through the 12 components of an effective marketing email. You can download them both here for free.And in this post, we’ll walk you through each of these downloadable email templates, highlight which aspects of their designs address specific email optimization best practices, and talk about the types of email marketing campaigns they can used for. Let’s get started! Template 1: Best for Promoting a Single OfferThis email template takes to heart Da Vinci’s principle that “simplicity is the ultimate sophistication.” In fact, this template is pretty close to the style we use in many of our own HubSpot emails. We’ve learned — and optimization proponents agree — that uncluttering your email messages usually produces the best results. Each email should have a specific goal, and that goal should be immediately evident to the reader. This specific template, for example, is best for promoting a single offer or conversion event.In addition to its clean design, this email template epitomizes several noteworthy email optimization best practices:1) Consistent Company BrandingWhile your emails don’t need to be identical to your company website, giving all your marketing collateral a consistent look and feel helps improve prospects’ overall experience with your brand. In this case, the template echoes the look and feel of the Neambo company website. Because you want the people opening your email to recognize who you are, using complementary brand cues can help your emails stand out from the crowd. In fact, all five of our free templates offer a choice of 33 different colors to enable you to customize elements of your email like its background, headline, and accent colors to mirror your company brand.2) Clear Value PropositionTo generate clicks instead of confusion, your email should immediately address two important value propositions: 1) who your company is and why you matter, and 2) what your offer is and why it’s valuable to your audience. This template does a good job showcasing both of these.First, the company’s value proposition is clearly displayed in the top right corner of this email template — in a marquee, “top of the fold” position. According to Neilson, only 20% of people read below the fold, so putting your competitive advantage front and center is vital to improving email conversions.Beyond a company value prop, you should also address the value of the offer, product, or service you’re promoting in the email in brief, clear, and compelling language. In this template, you’ll notice the bold headline to draw in readers’ attentions, and the copy below it should be used as supporting text that further emphasizes the offer’s value.3) Dominant Call-to-Action (CTA)As we mentioned above, this email template is best for promoting a single offer or conversion event. To achieve it, the recipient must click on the green call-to-action, which is large and visually prominent.An optimized CTA is crucial for bolstering the performance of your email marketing. Even for such a small amount of real estate, 41% of marketers report that optimizing their CTAs is extremely valuable, according to MarketingSherpa. And using this template, you can easily swap the placeholders with your own images and CTAs.4) Relevant ImageAccording to research by 3M Corporation, our brains process visuals 60,000X faster than text. With that in mind, incorporating compelling images in your emails are another great way to capture readers’ attention quickly, engage your audience, and differentiate your emails. At HubSpot, we’ve learned that matching our emails with relevant images significantly boosts our conversion rates. We’ve also noticed that for emails promoting a single offer, showing recipients an image of what they’ll get when they convert (e.g. the cover of an ebook, a screenshot of tools in our software, etc.) also improves email conversion rates. (Same goes for landing pages, too!)5) Social Sharing ButtonsEmail marketing sounds great for generating reconversions from your existing contacts, but how does it impact new lead generation? For instance, at HubSpot, email marketing is one of our top organic lead drivers, even though we’re only emailing people who have already converted into leads. So how does this all add up? It’s all about the shares, people! Adding social sharing buttons will help you magnify the reach of your email messages and reach a whole new set of potential leads with very little effort on your part. You spend so much time developing valuable content, so why not make it easy for your audience to share it with their own networks?6) Visible Unsubscribe Link (And Other Key CAN-SPAM Requirements)You’ll also notice that this email template (as well as all the others in this set) includes a visible unsubscribe link and the physical address for the company’s headquarters, both of which are requirements of the CAN-SPAM Act and ensure your emails are compliant. Neglecting these additions can significantly damage your email sender reputation — and also get you in some trouble with Johnny Law.7) Mobile OptimizedWhile it’s hard to tell from the image of this template, it’s important to note that this template and the four others are all mobile optimized. As tablets and smartphones continue to grow in popularity, keep in mind that more and more people are bypassing their laptop and desktop computers and reading your emails on their mobile devices. In fact, according to research from Litmus, email open rates on smartphones and tablets increased 80% from the beginning to mid-2012 — in just six months! A five-star email message, first and foremost, needs to be readable on every device, so check to make sure your email provider optimizes for mobile (Hint: HubSpot’s email software does … wink wink). When Does This Template Come in Handy?This first template is very multi-purpose. You can use it for just about any email with a single offer or conversion goal — which will probably be the majority of your email marketing. In the example above, you’ll notice the image is product-focused. But if you were to replace this product image with, say, an ebook or whitepaper cover, you’ll probably recognize this as something similar to what HubSpot sends to promote our thought leadership content.This template is less funnel stage-specific. For example, content in emails you might send to promote a single conversion event could range anywhere from an introductory, thought leadership-style content offer such as an ebook, to a middle-of-the-funnel offer like a product webinar, to a bottom-of-the funnel offer like a free trial, to a product upsell/thank you message.Because this template is the most multi-purpose of the group, we had our designers craft three very similar template styles. Which leads us to …Templates 2-3: Variations for Promoting a Single OfferTemplate Two is very similar to Template 1, but it gives you the alignment option of the image/CTA on the left, and the text on the right. Try both options to see which generates the best conversion rate with your audiences. You might even consider A/B testing it! Template Three increases the featured offers per email to two. This template arms you with the opportunity to provide an additional CTA enabling you to test whether your emails convert better with multiple offers. You never know — perhaps your audience prefers the option of two offers to choose from. In addition to promoting specific offers or conversion events, this two-tiled email is great for thank-you/confirmation emails or cross-sell nurturing campaigns in which displaying additional offers is beneficial rather than distracting. For example, if someone just bought red boots from you, they might also be interested in seeing the complementary red backpack or red belt you also offer.  Template 4: Best for Ecommerce Emails or Email RoundupsOn the opposite end of the spectrum, Template 4 incorporates a variety of visual elements. This email template is, obviously, designed for email messages that contain more than one possible conversion path or conversion goal.If you have more than one type of offer, experiment with this template to see if its tiled approach generates any additional conversions. For example, if you’re an ecommerce company and your conversion goal is a sale, then any variety of sales from a single email might meet your goals, and giving recipients more choices may actually make sense.Regardless of why this template appeals to you, it’s important to remember that every additional layer of design and content you add to an email increases the likelihood your readers will get overwhelmed. So if you’re trying to get your readers to embark on a very specific conversion path, this template probably isn’t for you.In addition to the email optimization tactics we already highlighted in the first template, here’s how some additional email best practices play out in this template:1) Primary and Secondary Calls-to-ActionCheck out the hierarchical structure of this particular email template. You’ll notice the pyramid approach to featuring both content and CTAs. Even in a rich email like this, you should always clearly highlight a primary call-to-action; in other words, your email’s main goal, which is usually your top-selling product, top-converting offer, or the most desired action you want recipients to take. In this template, the primary CTA is featured above the fold of the email in its own column, with double (and quadruple) the real estate of the secondary offers and CTAs. From there, the template uses design cues to present the secondary and third-tier offers, with subsequently less real estate as the reader moves down. These visual cues tell the reader which parts of your email message you’re emphasizing as most — and least — important. Furthermore, the space at the bottom of the email can be used to emphasize the primary CTA.2) Real Sender NameThis email template also does a good job of improving the personalization of your emails with its placeholder for the email author’s personal signature and headshot. At HubSpot, we’ve found that emails sent from an actual person generate better open and clickthrough rates than emails sent from just the company name. This template makes it easy to upload your headshot and send out more personalized emails with the click of a button.When Does This Template Come in Handy?The most obvious use case for this email template is for ecommerce marketers with multiple products, such as a catalogue store or a photographer’s site. However, this is certainly not the only scenario in which a marketer might want to use this template. For example, a B2B company could use this template to send a year-end roundup of its top thought leadership content like blog articles or ebooks — or to announce widespread pricing changes across multiple products.Template 5: The Best of Both WorldsThis email template is a great blend of a single offer email and a more multi-purpose grid layout, and it plays to the strengths of both — clearly highlighting a primary CTA while offering additional content or offers.When Does This Template Come in Handy?This template would make a terrific email newsletter, with one monthly featured article and a few pieces of supporting evergreen content. You could also use this as a thank-you email, with the primary CTA thanking the user for filling out the form and providing the download or purchase confirmation, and the remainder of the email used to promote related content or products.Editor’s Note: The free email templates originally promoted in this post in 2013 were part of a limited-time offer that is no longer available. However, our free guide to optimizing marketing emails is still available to download here.  Topics: 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 Email Templates Originally published Mar 15, 2013 9:00:00 AM, updated February 01 2017last_img read more

The Resources You Need to Run an Inbound Marketing Campaign

first_imgPicture this: You’re back at the office, sitting at your desk, ready to work. You’ve taken a look at how your marketing offers performed in 2013, and you’ve got fresh ideas on how to get more leads or drive more website traffic in 2014. You’ve been dreaming of marketing campaigns. You’re on fire! Well … not quite. You haven’t done anything just yet.But we know you will, and we’ve got just the thing for you: We’ve compiled the ultimate kit to running inbound marketing campaigns, complete with templates, checklists, worksheets, and even a step-by-step guide on how to run inbound marketing campaigns with HubSpot.What’s an inbound marketing campaign?As a marketer, you probably hear the word “campaign” a lot. Historically, running a marketing campaign usually meant using one marketing channel, like email or paid ads, to announce a product launch or establish expertise in your industry.But then the internet blew up, and now that’s not the only way your prospects learn about your company. They visit your website, follow you on social media, and probably even read your blog.Inbound campaigns are different than traditional campaigns. They take into consideration the way people learn about your company online and align every one of your marketing channels around your marketing goals, creating the best experience for your prospects.Now, when a potential prospect opens an email from you, they’ll see the same message on your website, on social media, in your blog posts — everywhere. Unifying your message across all your marketing channels helps convert your website visitors.Resources for Executing Inbound Marketing CampaignsWe promised you a one-stop shop, and we always like to deliver. So here it is! All of the resources listed below can be found in our aforementioned Campaign-in-a-Box kit.Resource #1: Free Template: Determine Your 2014 Marketing GoalsWhy You Need ThisBefore you start creating an inbound marketing campaign, you’ll need to decide why it’s necessary to run one. What are you trying to achieve? By when? And how? We call this “SMART” marketing because these kinds of goals are specific, measurable, attainable, realistic, and timebound — just like your inbound campaign should be.How to Use ItThis template will help you stay on task when creating goals for your campaign. It’s easy to set a “goal” and forget about it (New Year’s resolutions, anyone?), but this template will help you create concrete (SMART!) goals for your campaign.Also, it’ll show you how the inbound marketing campaign you’re running helps achieve your overall marketing goals for the year — think of it as a giant piece to your marketing puzzle (and who doesn’t love puzzles?)Resource #2: Worksheet: A Marketer’s Template for Creating Buyer PersonasWhy You Need ThisNow that you have SMART goals in mind for your campaign, you’ll need to think about the right audience for what you’re offering. The best place to start choosing your audience is from your buyer personas. Your campaign audience might consist of multiple buyer personas or one specific persona that fits the criteria.How to Use ItThe template will help you understand buyer personas and give you a foundation to start building your own. Bring any research or survey data that you already have on your prospects and customers to help fully flesh out your personas. Once you’ve built them, choosing personas for your campaign will be easy.Resource #3: Worksheet: Blog Editorial CalendarWhy You Need ThisOnce you’ve built your offer, there are several ways to promote it to your campaign audience and even new visitors. One effective way to do this is through blogging. Because your offer should be based on a topic that your audience cares about, there are likely multiple angles to blog about.For example, if you’re offering an ebook, pull an excerpt from it and expand on it in a blog post. It’s a great way to get your audience interested in your offer before they’re even asked to download it.How to Use ItThis worksheet will help you create an editorial calendar for your blog specifically for topics around your campaign. It’s a great at-a-glance view of how your blog will help promote your offer based on the topics you’ll be writing about. You can even use it to bring in other details about your campaign, like any relevant keywords, links, and your campaign personas.Resource #4: Worksheet: Social Media Scheduling TemplateWhy You Need ThisUsing the social media channels where your campaign audience hangs out is another great way to promote your offer and keep your campaign messaging coordinated with all of your other marketing efforts.You’ll be able to determine which channels to use from your buyer personas. And because your campaign audience is likely to visit more than one of your social media channels, it’s important to organize your social media so you’re not spamming your followers with the same message over and over again.How to Use ItThe scheduling template is a worksheet that allows you to plan for social updates on Twitter, Facebook, LinkedIn, and Google+. It even includes a content repository, so previous links and offers are easy to find.Also, the template provides recommendations for publishing frequency. But don’t forget: Even after you publish your social messages, you’ll still need to monitor engagement and reply regularly to your fans and followers.Resource #5: Worksheet: Google AdWords TemplateWhy You Need ThisIn the spirit of transparency, you might not need this worksheet to run an effective inbound marketing campaign … but, you might. How do you know? If you have marketing budget to spend, and you’re familiar with and use Google AdWords, it doesn’t hurt to support your campaign with pay-per-click ads.How to Use ItOnce you download the worksheet, you’ll be able to manage all ads you’re running through Google AdWords in one template. It helps you organize ads through every stage of the marketing funnel, and you can easily record all ad variations, keywords, and destination URLs right in the worksheet.Resource #6: Worksheet: Nurturing and Automation PlanningWhy You Need ThisYour campaign is now up and running. You’ve set goals, you’ve got a target campaign audience, your offer is built, and it’s out in the world via your marketing channels. But the campaign’s not over, because you still need to nurture your prospects based on how they’re interacting with your campaign. For example: Someone saw your offer, clicked on it, and downloaded it. What’s next for them?How to Use ItFirst of all, it’s good to familiarize yourself with what marketing automation is — and what it isn’t. Once you’ve got a good grasp on it, this nurturing and automation planning worksheet will help you segment the leads you’ve been generating through your campaign and nurture them based on the goals for each segment.Resource #7: Worksheet & Presentation Deck: Monthly Reporting TemplateWhy You Need ThisJust like goals set the foundation for your campaign, reporting on your campaign will help you understand which marketing channels are helping you achieve your goal — and which ones could use a little love.Reporting on your campaign should happen throughout, but a wrap-up of takeaways and lessons when your campaign is over is just as important.How to Use ItFirst, the excel template will help guide you through the metrics that contribute to the success of your goal. If Excel isn’t your thing, don’t worry — it’s filled with formulas and helpful tips to make sure you’re reporting correctly. There’s also a pre-made PowerPoint deck template so you can take the reporting you’ve already done and turn it into a nice presentation for your boss or clients. See, we think of everything.Are you already running inbound marketing campaigns? What other resources are useful to you? Let us know in the comments! Originally published Jan 8, 2014 2:00:00 PM, updated February 01 2017 Marketing Campaigns 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

7 Schools That Are Totally Rocking Their LinkedIn University Pages

first_img Originally published Apr 15, 2014 5:00:00 PM, updated November 13 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 Topics: LinkedIn has opened its doors to high school students in search of college degrees, and schools have responded positively by creating engaging and informative LinkedIn University Pages. Aside from great marketing material, these pages are also a great community for your students, alumni, and staff members to share information about their experiences on campus. As a university, you can share a ton of helpful information, including what industries your alumni work in, general university information like tuition and population, as well as LinkedIn Groups for prospective students to ask questions. Since the launch of Universities Pages, hundreds of schools have created pages and communities around their schools. These seven, in particular, have done an exceptional job engaging their network in unique and effective ways. Take a look:Get the essential guide to using LinkedIn for marketing and professional networking.1) Arizona State UniversityASU uses their LinkedIn pages to share information about their student programs, including study abroad programs, as well as images of their most enthusiastic sports fan in their “fan photos of the week” posts and even fun contests to guess where photos are taken. These posts are geared toward current students, and promoting on-campus activities and school spirit.This page is great, because it helps to give high school students an idea of what campus life is like at ASU.2) University of California, BerkeleyUC Berkeley allows both their alumni and students to post on their LinkedIn page. The content includes industry news, campus event information, and highlights of college milestones, like CalDay. CalDay is held once a year for one day — when the school opens its doors to let outsiders attend lectures, performances, and take tours of the campus to get a feel of the university.A great video was shared on the school’s page last week: Featuring content from your school’s blog and marketing department is another great way to drive traffic to your school’s website for students to learn more.So, how does your school use its LinkedIn University Page? Education Marketing 3) Penn State UniversityPenn State uses their LinkedIn University Page bio section to share what they do best. They highlight five points of what the school prides itself on, including leadership education, access via several campuses, counseling services, a vast network of alumni, and the dedication of their staff members. This brief overview of the school gives you a short but insightful look into what it’s like to attend Penn State. 4) University of Illinois at Urbana-ChampaignUrbana-Champaign uses LinkedIn in variety of ways, including posting articles about career advice, school news, and highlights of successful alums. For instance, one alumni was featured because of her successful bakery and cafe:5) New York UniversityNYU not only shares information and promotes its events, it also uses its LinkedIn University Page to interact with students online. They offer advice to those asking questions about programs or ways to engage with alumni. This is a great way to keep communication with your community open through a social media channel. You can even set your Page wall to allow questions and comments from followers:6) University of WashingtonStrong career opportunities are important to your school’s community. University of Washington takes advantage of their online community and has a “Job post of the week” where they promote an opening within the school’s administration. Knowing its audience has a high population of alumni working in education (based on the LinkedIn profile information available to them), the school is able to recruit alumni to come back and work at their alma-mater. 7) The University of Texas AustinVideos are a great piece of content to promote your school to high school students. And featuring this video on your public LinkedIn Page is an effective way to share your content with an interested audience. University of Texas Austin has its “Transforming Education” video featured on its LinkedIn Page:last_img read more

12 Reasons to Integrate Visual Content Into Your Marketing Campaigns [Infographic]

first_img1K+Save 10 Interesting Stats About Visual Content1) The brain processes visual information 60,000 times faster than the time it takes for the brain to decode text. (Tweet This Stat)2) Visual content makes up 93% of all human communication. (Tweet This Stat)3) Your content can generate up to 94% more views if you add compelling visual elements and graphics. (Tweet This Stat)4) 14% more views can be generated by press releases if they contain photos when published. (Tweet This Stat)5) You can see a 37% increase in engagement from targeted customers if your article is optimized by adding more compelling visual elements. (Tweet This Stat)6) With detailed images, you can get the attention of up to 67% of your targeted audiences. (Tweet This Stat)7) 40% of users online will provide better and more favorable responses to a particular piece of visual content than other plain and text-based content. (Tweet This Stat)8) 85% of internet users in the United States watch online video. (Tweet This Stat)9) 26% of the 25 million smartphone users around the world watch online video at least once per day. (Tweet This Stat)10) Use of visual content in Facebook campaigns generates 65% more engagement after only a month’s practice. (Tweet This Stat)Are you incorporating visual content into your marketing campaigns? How does it perform compared to your text-based content? Visual Content Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Originally published Jul 18, 2014 8:00:00 AM, updated August 26 2017center_img Topics: When it comes to marketing content, the web is cluttered, and the competition is tough.This means it’s vital that your content be high quality, attractive, and memorable if you want to break through the clutter and capture the attention of your target audience.Luckily, a great way to make your content stand out online is to make it more visual. Visual content is not only easier and faster for the human brain to process, but it is also a great way to generate more views, clicks, and conversions.Download 195+ visual marketing design templates to use for social media posts, infographics, and more. The importance of visual content has been highlighted by the evolution of the social media sites marketers use every day to promote their content and brands online. Facebook continues to modify its News Feed to include larger and more prominently displayed images and videos, Pinterest is now the fourth most popular social networking site, and Twitter now pulls pictures and videos right into its timeline — and has used its recent profile pages update to allow for larger header photos and profile pictures.If you’re not convinced of the power of visual content or would like more in-depth information about visual content, take a look at the infographic below, created by Digital Marketing Philippines, for 12 data-backed reasons why you should integrate visual content into your marketing campaigns. Then scroll down for some interesting, tweetable stats about visual content that we pulled straight from the infographic.1K+Save last_img read more