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To market, to market

first_imgThe sweet scent of Vietnamese spices and harmonious, a cappella voices drifted through a bustling crowd, as visitors examined handmade necklaces and skirts stitched from colorful imported fabrics. The exotic-looking scene took place right in the middle of the Science Center Plaza at Harvard.For the next several Fridays, dozens of local artists, crafters, and designers from Boston’s SoWa Open Market will be at the plaza.Local jewelers, seamstresses, artists, and other crafters premiered their work under the tent last Friday as Harvard students serenaded the lunch-hour crowd at the Cambridge Open Market.  The open-air arts market is the newest addition to the growing suite of activities — from giant chess and checkers sets and food trucks to oversized outdoor beanbag chairs — that are drawing hundreds of people to the area on any given day.“The Common Spaces Program creates vibrant open spaces with activity and programming that serve the Harvard community and our neighbors,” said Lisa Hogarty, vice president of campus services, which oversees the Common Spaces Program. “Like the Harvard Cambridge farmers market, the Cambridge Open Market is a great fit for the plaza’s flexible space next to Harvard Yard. It will draw campus and community together, while promoting local artists and artisans.”Surrounded by unusual necklaces built from the natural stones that inspired them, Erin Nelson of Freebird Designs of Arlington said, “This is my chance to connect with people in Harvard Square.”Sara Hartmann, co-owner of Secret Ships, a new e-commerce import/export business, said she was delighted to have a spot at Harvard. A regular commuter through the Yard, she said, “The plaza is taking on a life of its own.”Harvard Common Spaces teamed up with SoWa Open Market, Harvard Square Business Association, and the Cambridge Artists Cooperative to bring the market to the plaza. The SoWa Open Market at Harvard will be open Fridays through Oct. 18 from 11:30 a.m. to 5:30 p.m.last_img read more

The Latest: NHL medical officer doesn’t see quick return

first_img___NFL Commissioner Roger Goodell has instructed the 32 teams to close their facilities to all but a select few employees by 6 p.m. Wednesday. In a memo to the teams, Goodell said the restrictions meant as a safeguard against the new coronavirus will be in force until at least April 8. Then the league will re-evaluate, using advice from medical experts and health authorities. The few exceptions include trainers and doctors treating players, security and technology personnel.The NFL has gotten some pushback for not postponing the draft scheduled for April 23-25 while the rest of the sports world is largely shut down. The league is developing a new format because it has scrapped the public events set for Las Vegas. ___ Dr. Winne Meeuwisse says the virus “really just entering the rapid acceleration phase” in North America. That makes it unclear when hockey might resume.She says the league is thankful only two players have tested positive for COVID-19 so far and its hopeful weeks of isolation will prevent more from contracting the virus. Players and staff have been told to self-quarantine until at least April 4.There is no timeline for when players might be able to start working out in small groups or report to team training facilities. Meeuwisse says the trajectory of the coronavirus outbreak in the U.S. and Canada will determine when that might be possible.Varying recommendations and lockdown regulations across the league’s 31 markets could impact how the NHL proceeds. Meeuwisse and deputy commissioner Bill Daly are still unsure whether fans would be allowed in for potential games when they resume.___ It’s unclear how or even whether a champion will be declared. The league says the board will discuss how to allocate finishing positions.___Athletics Australia has canceled its national track and field championships in a bid to help “flatten the curve” of the coronavirus pandemic.The decision comes a day after the Tokyo Olympics were postponed to 2021, and after the Australian championships had already been postponed.Athletics Australia chief executive Darren Gocher says he hopes the cancellation gives athletes some certainty and, combined with the Olympics being delayed 12 months, “means that our athletes now have a new goal to work toward.” Associated Press March 25, 2020 ___The Kontinental Hockey League has given up on trying to reschedule its playoffs and canceled the remainder of the season.The Russia-based KHL is widely considered to be the strongest league outside the NHL. It was due to play its conference semifinals when play was suspended because of the coronavirus outbreak.Teams from Finland and Kazakhstan withdrew because of travel and safety concerns. That left the league with six teams in an eight-team bracket. The KHL tried to draw up a new playoff system and considered resuming in June and July but has now decided to focus on preparing for a 2020-21 season.League president and former Pittsburgh Penguins forward Alexei Morozov says “we consider that no one has the right to take on responsibility for people’s lives and health.” The Latest: NHL medical officer doesn’t see quick return The Spanish soccer federation has announced measures to help smaller clubs financially.The measures include a loan of 4 million euros ($4.3 million) to help pay the salaries of players and coaches.The loan will be available to clubs from the third and fourth divisions, and futsal clubs. It can be paid back without interest over two seasons.The federation also says it will negotiate a credit line for teams in the first and second division.Federation president Luis Rubiales says the federation’s doctors will be made available to help fight the coronavirus pandemic, and the national team’s hotel can be used as a hospital if necessary. Aqueduct has extended the suspension of live horse racing through at least April 5 because of the impact of the new coronavirus in New York.As a result, the $750,000 Wood Memorial has been postponed. No make-up date has been determined yet for the major Kentucky Derby prep that was to be run on April 4.Last Thursday, the New York Racing Association suspended racing at Aqueduct after confirmation that a backstretch worker who lived and worked at Belmont Park tested positive for COVID-19. The Belmont backstretch is home to 585 workers who tend to the daily care of more than 1,300 horses stabled on the property.The pandemic has affected other prep races for the Kentucky Derby, which itself was postponed from May 2 to Sept. 5. The Sunland Derby in New Mexico and Blue Grass and Lexington stakes in Kentucky have been canceled, along with the UAE Derby. The Arkansas Derby was pushed back from April 11 to May 2. For now, the Florida Derby on March 28 and Santa Anita Derby on April 4 are still scheduled.center_img Federer writes on his social media accounts that “these are challenging times for everyone and nobody should be left behind.”The announcement was the first post on his Twitter and Instagram accounts in more than three weeks.Federer underwent surgery on his right knee five weeks ago and hoped to return for grass-court tournaments in June. The men’s tennis tour has since shut down because of the coronavirus pandemic.Federer says he and wife hope “others might join in supporting more families in need.”___ The Belgian soccer league says clubs should not apply for temporary layoffs for their players despite matches remaining suspended because of the coronavirus outbreak.The league asked clubs not to burden the government’s temporary unemployment scheme for employees forced out of work because of the lockdown measures implemented in Belgium.The league says exceptions can be made only “for urgent economic reasons.”The league also says it’s too early to decide when matches can resume.___ ___IOC president Thomas Bach says government guidelines imposing restrictions on daily life only into next month and even President Donald Trump’s target of the “middle of April” to lift them are among the reasons why he waited so long to postpone the Tokyo Olympics.Bach says “we were in line with these developments” until World Health Organization leaders said Monday the coronavirus pandemic is accelerating.Bach and the International Olympic Committee faced mounting criticism from athletes last week for publicly supporting holding the Tokyo Games in July and August.Bach was asked on a conference call why the postponement decision came only after much of the world was in lockdown. He says “we could not see (government) measures being taken lasting until July.” Share This StoryFacebookTwitteremailPrintLinkedinRedditThe Latest on the effects of the coronavirus outbreak on sports around the world:___The NHL’s chief medical officer expects the coronavirus pandemic to get worse before it gets better. Major League Soccer has extended its moratorium on team training through April 3 and still wants players to stay in their team’s local market.MLS has targeted May 10 as a potential return date.Team training facilities may be used only for physical therapy purposes at the direction of the team’s medical staff.___Roger Federer and his wife, Mirka, say they have donated 1 million Swiss francs ($1.02 million) “for the most vulnerable families” in Switzerland. ___Premier League teams Brighton and Bournemouth have become the first clubs to sign up to a campaign to make 100,000 free soccer tickets available to medical workers on the front line during the coronavirus outbreak.The initiative was conceived by executives at Brighton, which has committed to giving National Health Service workers 1,000 tickets for matches and has invited other clubs from the Premier League, English Football League, Scotland and Northern Ireland to join in.Bournemouth immediately followed suit, offering “a minimum of” 1,000 tickets.Brighton chief executive Paul Barber says “we feel this is a small way in which we can show our gratitude for those NHS staff on the front line who are fighting the battle on behalf of all of us and give them something to look forward to.” The Australian government has imposed strict travel bans, and is urging people to stay at home. Bars, cafes, cinemas and restaurants have been closed, and social events are being curbed. Prime Minister Scott Morrison said no more than five people should attend weddings — including the marrying couple — and no more than 10 people should attend funerals.___More AP sports: https://apnews.com/apf-sports and https://twitter.com/AP_Sports,Tampa Bay Lightning advance to face Dallas Stars in Stanley Cup finals, beating New York Islanders 2-1 in OT in Game 6last_img read more

Round-up: Conte talks, Pato, Ivanovic hailed, Blues youngsters win, Pino trial, Faurlin back

first_imgReports in Italy claim their national team’s boss Antonio Conte is set to land the Chelsea manager’s job.Conte, 46, wants to take over at Stamford Bridge and Chelsea have held discussions with his representatives.Chelsea face Southampton on Saturday and John Terry will miss out again because of his hamstring injury.Interim boss Guus Hiddink has praised stand-in captain Branislav Ivanovic for the leadership qualities he has shown while Terry has been out.Hiddink has also suggested that impressive youngster Bertrand Traore is ahead of recent signing Alexandro Pato in the pecking order of Chelsea forwards.Traore scored in the recent win against Manchester CitySpeaking of impressive youngsters – holders Chelsea beat Reading 2-1 at the Bridge to reach the semi-finals of the FA Youth Cup.Meanwhile, Celta Vigo midfielder Yelko Pino is training with QPR ahead of a possible move to Loftus Road.Pino, 19, played for Rangers’ development side in a 2-2 draw against Millwall on Friday, as did another trialist, former MK Dons winger Kelvin Osei-Addo, who scored.QPR midfielder Frankie Sutherland has made another loan move, this time joining League Two club Crawley Town.Alejandro Faurlin has been passed fit after a recent thigh problem and is in the Rangers squad for Saturday’s game against Birmingham.Faurlin could return to the Rangers starting line-upFulham, on the other hand, have had some bad news on the injury front – Lasse Vigen Christensen faces a further four weeks on the sidelines with a hamstring injury.Hayes & Yeading United have made their third new signing in a week with the arrival of winger Shepherd Murombedzi.And in handball, Ruislip Eagles will face London GD in the semi-finals of the EHA National Cup after beating Cambridge.Follow West London Sport on TwitterFind us on Facebooklast_img read more

ECM Trends: Gartner’s Magic Quadrant 2006

first_imgGartner has announced an updated 2006 Magic Quadrant ranking of Enterprise Content Management (ECM) Companies.  Not too many surprises.(The report was made available from Stellant.)Gartner reports that ECM was a $2.3 billion software market in 2005 and has a forecast compound annual growth rate of 12.8% through 2010.  Gartner also predicts that by 2010 basic content services will be deployed across 60% of enterprise desktops.Gartner notes the trend of consolidation and basic ECM library services being subsumed into infrastructure components like file systems (Microsoft) and databases (Oracle).  Because of this trend, to compete, other content management companies are being pushed into building what Gartner calls CEVAs (Content Enabled Vertical Applications).  This is what we’ve called our Business Applications (BAs) at Formtek.EMC/Documentum ranks highest in the Gartner ranking as a leader and as having the ability to execute.  It’s interesting that on a recent blog by John Newton, co-founder of Documentum, John notes that, for better or worse, the Documentum brand is vanishing within the EMC structure.  Content Management software is just one component of a much bigger ILM picture that EMC is selling, but loss of focus may not be good.A magic quadrant rank system works well in showing the market leaders, but when looking for a Content Management vendor, customers should instead be looking for what is the best fit for their needs. The ECM space spans many categories of solutions, and even within a space of solutions, some vendors excel in some aspects and are marginal in others.  Customers need to consider the complete picture of not only technology, but also how well the vendor can relate and address the customer problem and provide long-term quality support.last_img read more

PBA: Mike DiGregorio’s hot hand helps Blackwater to first win

first_imgPDEA chief backs Robredo in revealing ‘discoveries’ on drug war Mike DiGregorio. PBA IMAGESBlackwater leaned on the torrid shooting of Mike DiGregorio to frustrate Rain or Shine and finally notch its first victory in the 2019 PBA Philippine Cup, 111-99, Wednesday night at Cuneta Astrodome.DiGregorio shot 7-for-10 from downtown and finished as the Elite’s top scorer in their third outing in the All-Filipino conference.ADVERTISEMENT SEA Games hosting troubles anger Duterte Private companies step in to help SEA Games hosting ‘We are too hospitable,’ says Sotto amid SEA Games woes ‘We are too hospitable,’ says Sotto amid SEA Games woes Oil plant explodes in Pampanga town US judge bars Trump’s health insurance rule for immigrants Backing up DiGregorio was an equally heady performance from gunslinger Allein Maliksi, who finished with 23 points, seven rebounds and three assists.“Naka-isa rin, sa wakas,” said Elite head coach Bong Ramos.FEATURED STORIESSPORTSPrivate companies step in to help SEA Games hostingSPORTSUrgent reply from Philippine ‍football chiefSPORTSWin or don’t eat: the Philippines’ poverty-driven, world-beating pool stars“We were well-prepared [tonight]. And we executed the defense we wanted to play. I just told the players to do and trust the system,” he added.James Yap figured as the Elasto Painters top dog anew, scattering 20 points. Maverick Ahanmisi and Rey Nambataa had 18 and 15 respectively. Grace Poe files bill to protect govt teachers from malicious accusationscenter_img Raymond Almazan finally suited up for Rain or Shine, but his presence was barely felt as he finished with only two points in a failed bid to keep the Elasto Painters’ unscathed.“[The boys] really wanted to win tonight. We’re developing character,” Ramos said.Blackwater improved to 1-2, while Rain or Shine dropped to 2-1.The scores:Blackwater 111 – Digregorio 27, Maliksi 23, Javier 16, Tratter 12, Belo 9, Desiderio 6, Sena 6, Sumang 4, Cortez 4, Palma 4, Alolino 0, Jose 0.ADVERTISEMENT MOST READ Rain or Shine 99 – Yap 20, Ahanmisi 18, Nambatac 15, Mocon 13, Daquioag 7, Ponferada 7, Torres 7, Belga 4, Maiquez 3, Borboran 3, Almazan 2, Norwood 0.Quarters: 27-26, 46-53, 87-79, 111-99.Sports Related Videospowered by AdSparcRead Next PH underwater hockey team aims to make waves in SEA Games PLAY LIST 02:42PH 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 Games02:11Trump awards medals to Jon Voight, Alison Krauss Don’t miss out on the latest news and information. View comments LATEST STORIES Neymar to miss Manchester United tie after being ruled out for 10 weekslast_img read more

3 Examples of Awesome B2B Marketing Viral Videos

first_img Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Video Marketing Originally published Sep 5, 2007 1:09:00 PM, updated March 21 2013 Learn how to implement a comprehensive internet marketing strategy, step by step.Download this free ebook for step-by-step instructions on how to make internet marketing work for your business.center_img A lot of people’s eyes gloss over when you start to talk about B2B marketing.  I have a number of friends that work in consumer marketing and they always seem to think that B2B marketing is all junk direct mail letters and telemarketing.  I actually think that B2B marketing is both more difficult and has more opportunities for innovation than consumer marketing.So, just to show up my consumer marketing friends that even “boring B2B marketing” can be fun, viral and creative, I found 3 different B2B viral videos that I thought were both interesting or funny, and also were effective and well executed marketing campaigns for the companies.1) VerticalResponse “An App Thing” – VerticalResponse has joined the SalesForce.com AppExchange, and they want to get the word out and encourage people to use their email marketing solution with their SalesForce.com data.  There are LOTS of email marketing applications on AppExchange, so how do they cut through the clutter and get themselves noticed?  How about a rap that spoofs an old Dr. Dre song?What I like about this video is that it is entertaining, but also gets the message across and has a clear call to action.  It can be hard to balance working you marketing message into a viral video, but they have done an effective job.  One thing that surprised me about this video is that has less than 2,500 views on YouTube.  I have personal videos that have more views than that :).  It seems like they did not do much to get the viral ball rolling yet.  I think they should email it to all employees, friends and maybe even some customers or prospects, or post it in forums or something.  Viral marketing is great, but you need to prime the pump to get the effect going.  PS – They have another similar video (not quite as good IMHO) that you can see here on YouTube which has about 5,000 views. 2) SolidWorks vs. Origami Master Torimoto – SolidWorks is an engineering software company (CAD software), which sells mostly to engineers, especially mechanical engineers.  Maybe you think engineers can’t enjoy something funny, but SolidWorks clearly thinks differently.What I like about this campaign is that it is unexpected, funny and still gets some of the core benefits across about the product they sell.  Plus, there is a very clear call to action that generates leads for them.  I would have liked it more if it were more “shareable” and embraced web2.0 a bit more by putting the video on YouTube with maybe a link to the microsite they built.  For instance, the way Vertical Response did their video, I can embed it in this blog.  For SolidWorks, I have to link to it and send you away from this blog, or not link to it at all, making it less “viral”. Click here to open the site in a new window.3) Cisco “Don’t Have a Meltdown” – Cisco is promoting their unified mobile communicator service, I assume to IT folks and business people.  The video features a business guy having a total meltdown in a hotel lobby because he cannot contact a coworker.I like that the video is funny, and builds until the end where the guy really just blows up.  There is also a clear call to action in the video, and they have had over 80,000 views of the video on YouTube.  But, what I don’t like about this one is that it is not clear to me that the product they sell actually has a whole lot to do with the video.  Maybe the real problem is that I don’t get that the product has any real benefits over a Blackberry/Treo PDA, even after watching their product video. Do you know of another great B2B Viral marketing video?  Leave a comment below and tell me where it is and why you liked it.Free Ebook: The Essential Step-by-Step Guide to Internet Marketing Topics:last_img read more

4 Sure-Fire Ways to Heat Up Your Content Marketing Strategy


New Social Media Features for Marketers to Be Aware Of [Marketing Update]

first_img Facebook launched a subscribe button to help it get found by searchers. This will increase the impact your social media posts have on organic search traffic to your website. How much of their website content is being shared on Twitter. , which allows you to choose on a user by user basis “whether you’d like to see all updates, most updates, or just important updates from another user.” It also allows you to open up your profile to subscribers who are not your friends on Facebook.  How much web traffic Twitter generates for their website. By opening up more of its content to the public, Marketing Update effectiveness of Twitter What do you think about Facebook’s and Twitter’s latest tools and developments? Always be on the lookout for new ways to measure, and gain a solid understanding, about your marketing efforts. If you don’t already have integrated Marketing Takeaway: Inbound Marketing keywords for your business integrations on their websites.” It will allow marketers to determine: Twitter announced last week that it will be Facebook Launches the Subscribe Button releasing its own official Twitter Web Analytics tool How effective their Tweet Button integration is. is increasing your content’s chances of showing up in search engine results. Facebook’s subscribe option also allows individuals to grow their following and determine which content they want to make viewable to certain groups of friends or subscribers.  Topics: marketing analytics software Twitter Announces Twitter Web Analytics Facebook Marketing Takeaway: As an inbound marketer, measuring your various marketing efforts is an important element of success. Understanding what is working and what isn’t allows you to focus your energy and limited time where it can impact your business the most.  Last week, Mike and Karen hosted the from the Inbound Marketing Summit where they discussed a number of interesting social media stories from the previous week.  that offers these types of analytics, consider one. Analyzing your marketing programs and understanding where your traffic and leads are coming from can help you improve your campaigns, do more of what works, and less of what doesn’t. . The aim of the tools is to help “website owners understand how much traffic they generate from Twitter as well as the Originally published Sep 20, 2011 8:00:00 PM, updated July 03 2013 This past week, When publishing content in social networks, make sure you are making it publicly available. This will enable your content to reach a much broader audience beyond your direct network, extending its reach. In addition, be sure you’re optimizing your social media posts and updates with appropriate Don’t forget to share this post!last_img read more

25 Little Email Marketing Experiments That Deliver BIG Results

first_img Topics: A/B Testing Originally published Sep 24, 2012 2:00:00 PM, updated October 29 2019 We’re always on your case about all these inbound marketing best practices. We’ve published some pretty specific content about best practices for tons of stuff — landing page optimization, blog post structure, marketing analytics — but we’ve never really laid down the one definitive guide to crafting the perfect email.Sup with that?Well, we’ve never thrown out a definitively “perfect” email because it’s pretty much impossible to say one thing is better than another in email marketing. I mean, everyone’s audiences are so different! Not to mention the circumstances under which they opted in to your lists, and how you’ve segmented those lists since. There are just so many variables, it’d be ridiculous to assert that there’s just one perfect email out there that all marketers should replicate.What there is, however, is email split testing to tell you what the perfect email is for your business. So while we can’t do the testing for you, we can certainly tell you the kinds of tests you could run that might give you some really impactful results. We run tests like these every time we send an email to figure out what works best for our audience — take a look at the ones you can run next time you’re gearing up for an email send!Email Layout and Design Tests1) Plan Text vs. HTML: You probably know it’s a best practice to always send a plain text version of your HTML emails in case there are rendering problems; but did you ever consider that a plain text email might just … perform better? We’ve tested email sends with certain segments of our list where this is actually the case — the recipients preferred seeing a plain text email, presumably because it felt less like they were being “marketed to.”2) Image Selection: We encourage marketers to include images in their emails … but what kind? Take lead reconversion emails as an example. Do you see better conversions when you include, say, an ebook cover image? Or an image with stock photography? Or maybe even a meme? Test out different image types to see what strikes your readers’ fancy.3) Image Placement: You can test more than just image choice. You can test the placement of those images! Should your template have a right aligned image, or left aligned? Or centered, perhaps? Heck — maybe no image at all!4) Sender Headshot: Some email senders — particularly B2B marketers — also choose to include a headshot in their email signatures. Is this the best idea? It could make your email seem more personal, improving clickthrough rates. Or maybe it distracts recipients from your CTA. Only one way to find out ;-)5) P.S. vs. No P.S.: If readers are drawn to your sender’s headshot, maybe they’ll be drawn to a P.S., too. It’s a common tactic — including a primary or secondary CTA as a P.S. at the end of an email. See if it works for you, or if it detracts from the clickthrough rate of your primary CTA when you include a secondary CTA.6) Template Designs: We’ve encouraged you to either use HubSpot’s email templates (if we’re your ESP) or to even create your own email template designs if you’re so inclined. But we also encourage you to test the effectiveness of those templates, as some layouts and designs might perform better than others. Select a few variations to split test until you narrow down a basic template that performs best, then tweak minor design elements — like an email signature with or without an image — to get to your optimal template. (Note: If you want to run that signature test, you can use our tool to get free email signature designs.)Email Timing and Frequency Tests7) Day of the Week: The day of the week when you send your emails matters. Do you know what day is best for your audience? For different segments of your list? Figure out which day delivers the best open and clickthrough rates for your email sends.8) Time of Day: Similarly, the time of day matters. A lot. Test which day and time results in the most opens and clicks for your emails. When you combine both pieces of information, you’ll have a matrix of awesome times (and not so awesome times) to send your emails. That’s some handy dandy information right there.Dynamic Content Email Tests9) First Name vs. No Name in Subject Line: Through the magic of dynamic content, you can make your email marketing way more personal … even in the subject lines of your emails! Test whether including a recipient’s first name in the subject line has a positive effect on open rates, or whether they view the personalization token in a less favorable light.10) First Name vs. No Name in Email: Similarly, you can test name personalization in the body content of your email. Again, some people might view it as a little old school, some might like it, and some might fall somewhere in between. See where your audience sits on that spectrum.11) Company Name vs. No Company Name in Subject Line: You can have more fun in the subject line of your emails, particularly if you’re a B2B marketer. Perhaps recipients would like to see their organization’s name in the subject line of an email. You can know for sure by running a quick little test!12) Social Media Information: If you’ve captured a lead’s social media information, you can use that to send social media specific emails to prospects — like a content just for Twitter followers, for example. This is really cool stuff! But just because it’s cool, doesn’t mean it’s the best choice for your email marketing contacts. Segment out a portion of your list to experiment with the results of including dynamic social media content in your email sends.Email Call-to-Action Tests13) Image CTA vs. Text CTA: Your email’s call-to-action is one of the most critical parts of your emails to test, because it’s what generates leads and reconversions! Start by testing whether you see better conversion rates from image CTAs, or text CTAs.14) CTA Button Copy and Color: If you find that image CTAs are best, start testing the button copy and color. Hey, you’d test those elements for your site’s CTAs, right? Emails are no different!15) Link Placement Within Text: If you find that text CTAs perform better than image CTAs (or you have the best conversion rates with both image and text CTAs), start to experiment with the placement of those hyperlinks within the email copy. You might find anchor text gets clicked on the most when it’s at the beginning of your email, near the end, or somewhere in between — it all depends on your recipients’ email reading/scanning habits.16) Text CTA in Body Copy vs. P.S.: We talked a little bit about using a P.S. earlier in this post. If you find that using a P.S. works for you, you might want to test whether your text CTA gets the most conversions when it’s included in the body copy of your email, or in the P.S. And if you decide to use the P.S. real estate for a secondary CTA, test whether it aversely impacts conversions for your primary CTA.17) Social Proof vs. No Social Proof: Social proof is the concept that consumer behavior can be impacted by the behavior of others — you might mirror other people’s behavior under the assumption that what other people are doing is “right.” So you might also find that if you include elements of social proof in your emails, your conversion rates improve. Here at HubSpot, for example, we’ve found that CTAs that include three tweets vouching for an offer tend to have the best CTRs. Those with only one tweet, however, perform even worse than CTAs with no elements of social proof.18) Offer Type: The type of offer you’re sending might also have an impact on conversions, particularly across different list segments. You might find through testing that certain list segments — whether based on persona, lifecycle stage, or some other element — prefer, say, ebooks to webinars. Test different types of offers to see which performs best for each segment of your list.Email Sender Tests19) Company Name vs. Personal Name as Sender: The name that appears in the email “From” field can have a huge impact on whether your email even gets opened. Test whether it’s best to send from your company’s name, the name of an actual person at your business, or a combination of both. For example, at HubSpot we’ve found that emails sent from “Maggie Georgieva, HubSpot” perform better in terms of open and CTR than emails sent from just “HubSpot.”20) Sales Contact as Sender: Many email marketers may choose themselves, a CEO, or some other authority figure as the name in the “From” field. But have you ever considered sending from the name of a contact’s salesperson? With dynamic content, you can do it to see whether it improves email performance. I mean, if a lead is already in the sales process, it makes sense that they’d hear from a sales contact instead of a marketer, right?21) Personal vs. Alias Email Address: You might also consider whether the email address from which you send your email needs to change. Does your list cringe at the idea of receiving an email from an alias, like “[email protected]?” Do they prefer seeing something like “[email protected]?” Maybe. Maybe not. Only one way to find out.Email Copy Tests22) Familiar vs. Professional Tone: The copy of your email can take a lot of different tones. Nailing the right one takes a thorough understanding of your buyer personas, as well as some plain ol’ trial and error. Test different tones — familiar versus professional, for instance — to see which resonates most with your audience.23) Including “Free” in the Content: We recently wrote a blog post about whether including the word “Free” in email content impacted deliverability and clickthrough rate. The results are a handy starting point for any email marketer, but you should conduct your own tests to see whether the words turn your list on or off.24) Longer vs. Shorter Emails: You could also decide to wax poetic in your emails, or keep it short and sweet. Truthfully, there’s a place for both. But you can only know the right time if you test it out. See whether you need to include more detail in your email copy, or whether you should have sent readers to a web page long ago.25) Subject Line Copy Variations: Writing amazing email subject lines is a tricky mix of art and science. Think about it — would you rather get an email with the subject line, “How to be an excellent business blogger,” or “How to stop sucking a business blogging?” Probably depends, right? That’s why email marketers have to test different elements of their email subject line copy to see what gets recipients’ attention!What other creative email marketing tests can you think of to run?Image credit: pasukaru76 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more

New LinkedIn Company Pages Are Finally Rolled Out to EVERYONE

first_img3) AT&TSpeaking of diving in to your company page more, if someone was inspired enough by your cover photo to want to explore what you do, they might venture over to the ‘Products & Services’ section of your LinkedIn page. I hope you’re prepared to leverage this section to its fullest! With the new pages, this element of your profile is now much more prominently featured on your homepage. Take a look at how easy it is to see on AT&T’s page, for instance: 4) CitiIf you’re worrying what on earth to put in that new cover photo of yours, consider the creative spin Citi has taken. They’ve actually turned their’s into a timeline of their company history — a perfect alignment with the horizontal cover photo! You could also repurpose the cover photo you’re using on your Facebook Timeline if you just adjust the dimensions a tad! 5) HubSpotOf course, we wouldn’t leave you without a sneak peek at our own LinkedIn page. It’s not just because I love looking at how happy our inbound marketing software makes my coworker Pam in that cover image. It’s because I want to highlight one last feature of the new LinkedIn Company Pages — the ability to target your page posts. Now, that is not a new feature. But you might not have even know it was a feature before, because it was kind of hidden.So, see our most recent update? If we wanted to, we could target that to only a select audience of our LinkedIn followers! We love the greater emphasis on personalization we’re seeing here … as you may know, we’re also pretty big fans of greater personalization abilities in marketing. Are you going to set up your new LinkedIn company page? Are you taking the new layout as an opportunity to get more creative with your LinkedIn presence?Image credit: garryknight Topics: A few weeks ago, we alerted you to the pending arrival of the new LinkedIn company page design. In fact, we wrote an entire ebook about how to set it up.Problem was, the new layout and design wasn’t available to everyone yet. So you may have learned what you’d have to do eventually … but you couldn’t actually, you know, do it.Wait no longer, marketers! The new LinkedIn company page design is HERE! Go set it up! Right now! If you need a little refresher about what to do to set it up, reference our ridiculously in-depth ebook on the subject, A Step-by-Step Guide to LinkedIn’s New Company Pages. But that’s not what this post is for. This post is to highlight some of the companies that have already set up their pages — they were included in the beta — so you can get a little inspiration for your own page! Let’s take a look at the new LinkedIn Company Pages in action.5 Examples of the New LinkedIn Company Pages You Should Check Out1) DellWe’re featuring Dell’s page here to teach a lesson about getting around the ‘About’ section. Do you notice how with the new pages, the ‘About’ section has been moved to the bottom of your page? Well, if that bums you out, you can do what they’ve done, and incorporate a little snippet about who you are right into your brand spankin’ new cover photo! Originally published Oct 4, 2012 12:05:00 PM, updated October 20 2016 2) Hewlett-PackardHowever, I do like the more creative, artistic cover photo that HP has created. There is still copy on there that explains who they are … it’s just not so literal as what Dell has done. Their copy is more inspirational, and probably encourages people to investigate their LinkedIn presence a tad more than some generic boiler plate copy. This speaks to what HP believes in. If you were to click ‘See all,’ you’d be taken to the new ‘Products & Services’ page which, frankly, isn’t that much different. However, one really cool new element is the prominence of recommendations. Now, visitors can see who in their network has recommended your products or services. That whole element of social proof is pretty darn strong! LinkedIn Company Pages Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more