Top Toys 2014 Google is increase everything they could ramp for the start of the 2014 holiday buying season beginning with a

richer mobile shopping encounter. Google already kept in mind a 3.5 x increase in mobile phone purchasing searches year-over-over. Even better, they’re already sending out more mobile traffic to merchants each week from Google Purchasing than they sent out during the ideal week in 2015. Assume about that. It’s not also Black Friday yet as well as they’re currently sending a document level of customers to online shops.

To make the encounter a lot more fulfilling for everybody, Google is adding expandable product cards for popular items. The brand-new item cards include important details (size, choices, color, etc), consumer testimonials and also available locations. Some products will certainly also have the new 360 level picture option so purchasers can see just what their option resembles from every angle.

On the internet vendors that also have physical electrical outlets will gain from the brand-new neighborhood stock choices. With the regional storefront as well as stock advertisements, clients will immediately see choices that are offered for pick-up within a few miles of their current place. A superb tool for buyers who are prepared to drive around in order to discover specifically just what they want.

Local inventory ads

Black Friday and also Plaything Trends Google likewise released a couple of little infographics for those who love vacation data. Right here’s a consider the leading marketing playthings for 2014. American Girl preponderates kicking anything Barbie connected down to 9th location.

My Little Pony is picking up as well as many thanks to the current horror movie”Ouija “, Ouija Board searches are up 300 %. Other trending items on Google Purchasing includes video game consoles, tablets and also wearable tech. In the garments department,”hunter boots “increased 46% while the recent cold wave has searches for”Canada

Goose coats”up 140%. New as well as trending – “jogger pants”, up 39 %given that October. A super fly set of these dropped crotch, retro-looking elegances will certainly cost you – $78 bucks at Karmaloop. That knew? Black Friday might just be a few days away but not every person remains in the buying spirit. Google assembled this map to reveal which statesand also cities have the

most fired up bargain hunters. Looks like the South is preparing to win this war while my state requires a shot of holiday spirit. Exactly how is it where you are; vacation Ho Ho Ho

, or No, No, No?

stock_photo.jpgYou and I sift through a lot of data for our jobs. Data about website performance, sales performance, product adoption, customer service, marketing campaign results … the list goes on. 

When you manage multiple content assets, such as social media or a blog, with multiple sources of data, it can get overwhelming. What should you be tracking? What actually matters? How do you visualize and analyze the data so you can extract insights and actionable information? 

More importantly, how can you make reporting more efficient when you’re busy working on multiple projects at once? Download our free guide here for complete data visualization guidelines and  tips.

One of the struggles that slows down my own reporting and analysis is understanding what type of chart to use — and why. That’s because choosing the wrong type of chart or simply defaulting to the most common type of visualization could cause confusion with the viewer or lead to mistaken data interpretation. 

Consider this chart from The New York Times‘ project on where people born in a state move to. It visualizes a large amount of data accumulated during more than 100 years. Yet, it is easy to understand, and it clearly highlights interesting trends.

dc-migration-nytimes

To create charts that clarify and provide the right canvas for analysis, you should first understand the reasons why you might need a chart. In this post, I’ll cover five questions to ask yourself when choosing a chart for your data. Then, I’ll give an overview of 13 different types of charts you have at your disposal.

5 Questions to Ask When Deciding Which Chart to Use

1) Do you want to compare values?

Charts are perfect for comparing one or many value sets, and they can easily show the low and high values in the data sets. To create a comparison chart, use these types of graphs:

  • Column
  • Bar
  • Circular Area 
  • Line 
  • Scatter Plot
  • Bullet

2) Do you want to show the composition of something?

Use this type of chart to show how individual parts make up the whole of something, such as the device type used for mobile visitors to your website or total sales broken down by sales rep. 

To show composition, use these charts:

  • Pie
  • Stacked Bar
  • Stacked Column
  • Area
  • Waterfall

3) Do you want to understand the distribution of your data?

Distribution charts help you to understand outliers, the normal tendency, and the range of information in your values.

Use these charts to show distribution:

  • Scatter Plot
  • Line
  • Column
  • Bar

4) Are you interested in analyzing trends in your data set?

If you want to know more information about how a data set performed during a specific time period, there are specific chart types that do extremely well.

You should choose a:

  • Line
  • Dual-Axis Line
  • Column

5) Do you want to better understand the relationship between value sets?

Relationship charts are suited to showing how one variable relates to one or numerous different variables. You could use this to show how something positively effects, has no effect, or negatively effects another variable.

When trying to establish the relationship between things, use these charts:

  • Scatter Plot
  • Bubble
  • Line

13 Different Types of Charts for Analyzing & Presenting Data

To better understand each chart and how they can be used, here’s an overview of each type of chart.

1) Column

A column chart is used to show a comparison among different items, or it can show a comparison of items over time. You could use this format to see the revenue per landing page or customers by close date. 

column chart customers by close date

Design Best Practices for Column Charts:

  • Use consistent colors throughout the chart, selecting accent colors to highlight meaningful data points or changes over time.
  • Use horizontal labels to improve readability.
  • Start the y-axis at 0 to appropriately reflect the values in your graph.

2) Bar

A bar chart, basically a horizontal column chart, should be used to avoid clutter when one data label is long or if you have more than 10 items to compare. This type of visualization can also be used to display negative numbers.

bar chart - customers by role

Design Best Practices for Bar Charts:

  • Use consistent colors throughout the chart, selecting accent colors to highlight meaningful data points or changes over time.
  • Use horizontal labels to improve readability.
  • Start the y-axis at 0 to appropriately reflect the values in your graph.

3) Line

A line chart reveals trends or progress over time and can be used to show many different categories of data. You should use it when you chart a continuous data set.

line chart - avg days to close

Design Best Practices for Line Charts:

  • Use solid lines only.
  • Don’t plot more than four lines to avoid visual distractions.
  • Use the right height so the lines take up roughly 2/3 of the y-axis’ height.

4) Dual Axis 

A dual axis chart allows you to plot data using two y-axes and a shared x-axis. It’s used with three data sets, one of which is based on a continuous set of data and another which is better suited to being grouped by category. This should be used to visualize a correlation or the lack thereof between these three data sets. 

dual axis chart - revenue by new customers

Design Best Practices for Dual Axis Charts:

  • Use the y-axis on the left side for the primary variable because brains are naturally inclined to look left first.
  • Use different graphing styles to illustrate the two data sets, as illustrated above.
  • Choose contrasting colors for the two data sets.

5) Area

An area chart is basically a line chart, but the space between the x-axis and the line is filled with a color or pattern. It is useful for showing part-to-whole relations, such as showing individual sales reps’ contribution to total sales for a year. It helps you analyze both overall and individual trend information. 

area chart - users by lifecycle stage

Design Best Practices for Area Charts:

  • Use transparent colors so information isn’t obscured in the background.
  • Don’t display more than four categories to avoid clutter.
  • Organize highly variable data at the top of the chart to make it easy to read.

6) Stacked Bar

This should be used to compare many different items and show the composition of each item being compared. 

stacked bar -mqls to sqls

Design Best Practices for Stacked Bar Charts:

  • Best used to illustrate part-to-whole relationships.
  • Use contrasting colors for greater clarity.
  • Make chart scale large enough to view group sizes in relation to one another.

7) Pie

A pie chart shows a static number and how categories represent part of a whole — the composition of something. A pie chart represents numbers in percentages, and the total sum of all segments needs to equal 100%. 

pie chart - customers by role

Design Best Practices for Pie Charts:

  • Don’t illustrate too many categories to ensure differentiation between slices.
  • Ensure that the slice values add up to 100%.
  • Order slices according to their size.

8) Scatter Plot

A scatter chart will show the relationship between two different variables or it can reveal the distribution trends. It should be used when there are many different data points, and you want to highlight similarities in the data set. This is useful when looking for outliers or for understanding the distribution of your data. 

scatter-plot-customer-happines.png

Design Best Practices for Scatter Plots:

  • Include more variables, such as different sizes, to incorporate more data.
  • Start y-axis at 0 to represent data accurately.
  • If you use trend lines, only use a maximum of two to make your plot easy to understand.

9) Bubble

A bubble chart is similar to a scatter plot in that it can show distribution or relationship. There is a third data set, which is indicated by the size of the bubble or circle. 

bubble chart

Design Best Practices for Bubble Charts:

  • Scale bubbles according to area, not diameter.
  • Make sure labels are clear and visible.
  • Use circular shapes only.

10) Waterfall

A waterfall chart should be used to show how an initial value is affected by intermediate values — either positive or negative — and resulted in a final value. This should be used to reveal the composition of a number. An example of this would be to showcase how overall company revenue is influenced by different departments and leads to a specific profit number. 

 waterfall-chart

Chart via Baans Consulting

Design Best Practices for Waterfall Charts:

  • Use contrasting colors to highlight differences in data sets.
  • Choose warm colors to indicate increases and cool colors to indicate decreases.

11) Funnel

A funnel chart shows a series of steps and the completion rate for each step. This can be used to track the sales process or the conversion rate across a series of pages or steps.

funnel chart - marketing

Design Best Practices for Funnel Charts:

  • Scale the size of each section to accurately reflect the size of the data set.
  • Use contrasting colors or one color in gradating hues, from darkest to lightest as the size of the funnel decreases.

12) Bullet

A bullet graph reveals progress toward a goal, compares this to another measure, and provides context in the form of a rating or performance.

bullet-graph3.png

Design Best Practices for Bullet Graphs:

  • Use contrasting colors to highlight how the data is progressing.
  • Use one color in different shades to gauge progress.

13) Heat Map

A heat map shows the relationship between two items and provides rating information, such as high to low or poor to excellent. The rating information is displayed using varying colors or saturation.  

heat-map-chart

Design Best Practices for Heat Map:

  • Use a basic and clear map outline to avoid distracting from the data.
  • Use a single color in varying shades to show changes in data.
  • Avoid using multiple patterns.

What tips do you have for visualizing data? Check out our ebook on how to use data to win over your audience, and share your tips in the comments below!

Editor’s Note: This post was originally published in May 2015 and has been updated for accuracy and comprehensiveness.

free guide to data visualization

  free guide to data visualization E


HubSpot Marketing Blog

If you spotted Christmas ornaments one rack over from Halloween designs, that’s the Christmas Creep. Yet retailers aren’t the just one pushing for an early start to the holidays, search marketing professionals are doing it, too.

US-Retail-Paid-Search-Ad-Spend-2012_2014-First1

< img class= "aligncenter size-full wp-image-60657 "src= "http://smyrnathemes.com/wp-content/uploads/2016/08/US-Retail-Paid-Search-Ad-Spend-2012_2014-First1.png"alt=" US-Retail-Paid-Search-Ad-Spend-2012_2014-First1 "size ="545"elevation="480"/ > This graph from Kenshoo reveals the mild surge in Paid Look ad invest preceeding Thanksgiving 2012, 2013, as well as 2014. In 2012 and 2013, ad invest actually dips down a week and also half prior to turkey day. However in 2014, ad invest remains to rise slowly until taking off regarding a

week before the wedding day. Not just did paid search online marketers begin earlier this year, they also spent a lot more than the year prior to. Thanksgiving Day spend was up 49% year-over-year. In 2013, Thanksgiving Day spend rose 65% year-over-year, so we really did not see as much growth but that’s to be anticipated. A couple of years earlier, we just weren’t worried about attempting to get to customers on turkey day today that stores are opening their doors that evening, it’s a whole different dish of padding.

Was the invest worth it?

US-Retail-Paid-Search-Spend-Thanksgiving-Week-2014

It was. Thanksgiving Day search earnings was up 54% over in 2014. What’s really interesting is the boost in earnings on both Black Friday and Cyber Monday even with that online marketers really did not raise spend all that much. Makes you ask yourself if they can have gotten away with investing a great deal much less across the board. Or perhaps it was the early invest that topped the pump for Black Friday weekend consumers.

All of this includes up to a 34% rise in Paid Search Profits over last year as well as that ain’t too shoddy.

kenshoo gift

Branching out Ad Kinds According to Kenshoo, stores spent 2x a lot more in Google Purchasing Item Listing Advertisements in 2014 than they did in 2013. This is a pattern they anticipate to see continue all the method approximately Christmas.

Marketing professionals also did rather well with Facebook advertisements. Even though the typical CPM was 7x greater than it was in 2013, the return on investment was 5x more than in 2015.

As an unique treat for the holidays, Kenshoo has placed with each other an interactive infographic called “ The 12 Tips of Christmas”. Each gift box consists of a tip to assist you make the most from search as well as social marketing this vacation period.

What remains in the box?

Visit Kenshoo to discover.
< a rel="nofollow" href="http://www.marketingpilgrim.com/2014/12/thanksgiving-paid-search-spend-higher-earlier-than-ever-before.html" > Advertising Pilgrim

Live_Streaming_Video_Guide.jpg

Raise your hand if you’d rather watch a video to learn something new than read about it.

Go ahead — you’re not alone. 59% of executives say they’d rather watch a video than read text, too. And really, that number makes sense — we are a society of video streamers. (I mean, hello, Netflix.)

Download our free guide to learn how to use Facebook Live for your business.

But if you’re not sure where to begin, fear not — we’re here to make sure you don’t just hit the “Live” button on Facebook and stare at the camera like a deer in headlights. Instead, we’ve come up with a comprehensive checklist to help you plan your first — or next — live stream. 

How Live Streaming Works

Live streaming is a way to broadcast your events to an online audience. It’s a digital alternative to something like selling tickets to an in-person event, and allows you to reach people near and far with live video.

Brands use live streaming for a few different reasons, but according to a Brandlive survey, 71% of businesses use it to more authentically interact with an audience. So instead of being the proverbial “man behind the curtain,” you’re allowing viewers to put a face (or faces) to your organization’s name, all in real time.

Live streaming can be used for a number of different event types, as well. Everyone from the White House, to fashion houses, to chefs have live streamed videos of economy briefings, runway shows, and cooking demos, respectively. Here at HubSpot, we’ve used it for things like interviews with thought leaders. So feel free to be creative — just make sure you’ve got your bases covered.

How to Live Stream Successfully: A Preparation Checklist for Marketers

1) Plan your live stream like you would any other event.

Think about some of the most popular talk shows. Can you imagine if the guests, sets, lighting and schedules for something like “The Tonight Show” weren’t planned in advance? To say the least, it might be chaotic.

You’ll want to put the same thought and due diligence into your live stream that you’d put into an in-person event of its kind. And you’ll want to have your goals in mind as you begin to make those plans; those will dictate a lot of the logistics.

Who

Knowing your target audience will determine a few pieces of the planning process. If it includes an international population, that should factor into the date and time of your stream — be sure to think about time zones or holidays that might not be top-of-mind in your home country.

What

Then, think of what category your live stream falls into, and create a title for your event. In case you don’t find any of the above examples fitting to your business, we’ve got some ideas for ways businesses can use live videos.

HubSpot’s Social Media Marketing Manager, Chelsea Hunersen, stresses the importance of thoroughly researching the topic of your live stream in advance.

“Decide important points or stats to hit,” she says. And if you’re going to feature guests, “designate a moderator/host who can make sure these points are hit and can wrap up the conversation if necessary.”

Where

The platform you use — which we’ll get to in a bit — can also be dependent on who you want to view the stream. Different audiences use different channels, so you’ll want to pick the one that’s most likely to draw the crowd you want.

Finally, pick an optimal location from which you’ll broadcast your stream. A poor quality video can make someone 62% more likely to have a negative perception of the brand that produced it — so make sure your setting is conducive to a positive viewing experience. Does it have good lighting? Is it prone to a lot of noise? Is there a chance that your dog walker will barge in yelling, “Who’s a good boy?” loud enough for the entire audience to hear? (Not that that’s happened to me.)

Think of these contingencies, then pick a streaming venue that insulates you from them.

2) Choose your platform.

Here’s where you’ll really need to have your goals in mind, since different platforms can achieve different things.

YouTube Live

YouTube Live Events tend to have “two goals,” says Megan Conley, HubSpot’s Content Marketing Strategist. “Registrants and attendees.”

So, if you’re looking to generate leads — which 57% of marketing professionals are using video to do — YouTube Live is one of the best platforms to use.

Here’s how that works. First, if you don’t have one already, you’ll need to create an account on Google, which you’ll then use to create one on YouTube.

YouTube Live Events

Once that’s done, you can use YouTube’s Live Streaming Events dashboard to schedule a future stream — just click on “Enable live streaming,” if you haven’t already set it up.

Schedule New Event

Then, click “schedule a new event.”

Select Audience

You’ll need to indicate if you want your event to be public or private — here’s where you’ll decide how you want to use your live stream to generate leads.

In the image above, I’ve selected “unlisted.” That option accomplishes two things:

  1. I’ll be able to generate a link that attendees will get only after they fill out a registration form.
  2. It won’t stream directly onto my YouTube page.

You also have the option of choosing which type of live stream you want to use:

  1. Quick
  2. Custom

Custom is a better option if you want to get more advanced and have more control over the technology. It lets you use more than one camera, choose your own ingestion bitrate and resolution, and use your own preferred encoding equipment (there’s a pretty good breakdown of your options here).

We’ll talk more about encoding later, but for the purposes of this blog, we’ll be working with the quick option. Quick uses the Google Hangouts On Air technology, which is probably better if you don’t want to get too technically advanced. It lets you use your computer’s camera and microphone, though you do have the option of using an external camera, if you want.

Once you’ve added some tags that describe what your event is about, click “Create Event.”

Events Page

You’ll be taken to your events page — any live streams that you’ve scheduled will be listed here. It’s also where you’ll get that link to keep behind the form on your landing page. First, click on the title of the stream.

Watch Page

The image above shows your Watch Page, which is the place where your stream will broadcast. Click “share,” and that will generate your event’s URL — as I mentioned above, you can keep that behind a landing page where attendees fill out a form to register.

Conley says that, generally, this type of live stream is embedded on a thank-you page behind a landing page form. But with this platform, that’s a little trickier — YouTube doesn’t generate embed codes for live streams unless you have an approved AdSense account linked to your YouTube account.

But fear not — if you use the HubSpot COS, all you’ll need is the link, and the system will generate the embed code for you.

Insert Media

Create Embed Code

Just click “insert media,” paste the link you copied from the Watch Page, and you’re done.

Thank You Page

If embedding isn’t an option, you can still just put a link there — the embed code just creates a seamless design that you can place right on your thank-you page. Either way, be sure to use the thank-you page as a place to remind your attendees of the date and time of the event.

Make Event Public

There’s also the option to make your YouTube Live Event completely open to the public. That’s a good option, Conley says, for a major event that you “want anyone and everyone to be able to find.” But if you make your stream public, she points out, make sure you use the event to promote gated content you want your audience to download.

“An image CTA would do,” she notes, as would holding up clearly-printed short links throughout the stream. (Make sure you have those printed out in advance!) In the image above, you’ll also see that you can add a message to your video — you can mention your gated content there, too. 

Facebook

Facebook Live has been making quite a few headlines lately, and businesses stand to benefit from it — the average time spent watching Facebook Live video is three times more than the pre-recorded kind.

This platform is a good choice if you want to use your live stream to generate buzz. In fact, because these videos have been so popular, Facebook is making them appear higher up in people’s News Feeds while streaming live.

Even without pre-registration, you can definitely promote streams on this platform in advance, which we’ll touch on later. In the meantime, if you haven’t used it before, check out my colleague Lindsay Kolowich’s overview of Facebook Live.

The live streaming options certainly don’t end there — major brands have also used platforms like Periscope, Livestream, and Ustream. They all have their own sets of features and advantages, so definitely take the time to look into which one best suits your needs.

3) Choose your equipment.

When it comes to the actual hardware required for your live stream, some of it is fairly intuitive: A camera is pretty standard, for example, or a device with one installed (like a laptop or phone).

But if you do use your phone, Conley says, be sure to use a tripod. “There’s nothing worse than recording a Facebook Live and having your arm start to fall asleep five minutes into the recording,” she advises. “Use a phone tripod to give your live streaming a professional look.”

Consider how professional you want your sound quality to be, too. Your camera might have its own microphone, but if your setting is more prone to noise, body mics might not be a bad idea, either.

And when you’re using an external camera, says Hunersen, you’ll also need some sort of encoding software (Facebook has a great step-by-step guide to that). That’s what converts the camera footage into a format that your streaming platform understands and can broadcast to viewers. The software you use might depend on your budget, but to get started, check out this one from Adobe.

Also, think about setting up a professional backdrop, like one with your logo. That can help to brand your videos and give them some visual consistency, which is a particularly good practice if you plan to do a lot of live streaming in the future.

Want to take that a step further? “Set up a makeshift studio in your office to speed up the prep time for all of your future recordings,” Conley says. “A beautiful, branded backdrop could be just what your Facebook Live needs to help grab the attention of someone quickly scrolling through their News Feed.”

4) Promote your live stream.

Congratulations! You’ve now completed a lot of the major planning and setup for your live stream. Now, how do you get people to watch it?

As we’ve covered, using a landing page is a good way to get enrollment on a platform like Hangouts On Air (or, as of September 12th, YouTube Live). Here’s an example of how we recently used one at HubSpot:

HubSpot_CRO_Hangout.png

There’s a clear CTA here — “View The Video” — which, when clicked, takes the visitor to a registration form. (And check out this rundown of which channels drive the best conversion rates — it’s got some tips on getting people to your landing page in the first place.)

Form-2.png

Once someone fills out the form on your landing page, it should lead them to a thank-you page, where you can share some promotional information about the live stream.

HubSpot’s Co-Marketing Demand Generation Manager, Christine White, suggests creating a “Next Steps” section here with actionable items like “add this event to your calendar” and “check back here on [the date of your event],” to remind viewers that’s where they’ll go to view the live stream.

And once you have contact information for your registrants, Conley reminds us, “you can email the people on that list on the day of, and remind them when it’s going to go live.”

FB_Live_Promo.png

But to promote your Facebook Live stream, says Conley, “It’s really about doing a social image and spreading the word that you are going live at a specific time.”

Don’t rule out using social media to promote live streams on other platforms, too. Some of them, like YouTube, allow you to link your social accounts and push content in multiple places. And if your guests are active on social media, leverage that — include links to their handles in any related content, and ask them to promote the event with their own networks.

5) Do a dry run.

There’s a reason why we do dress rehearsals. When I was in a high school show choir — a humiliating but factual piece of history — it was to make sure I didn’t trip over my dance partner in high-heeled tap shoes.

In the world of live streaming, though, we do dry runs to avoid more technical, but equally embarrassing missteps. Improv can be hilarious, but not when it means you’re verbally unprepared, or your equipment stops working and you don’t have a backup plan.

6) Prep any guest speakers.

Is there anything worse than a moment of awkward, dumbfounded silence?

As part of your dry run, make sure your guests are prepared for any questions they might be asked. Don’t over-rehearse, but do what you can to prevent catching them off-guard.

“It may help to give some questions in advance to a potential guest,” says Hunersen, “but save some follow-up or in depth questions for on-air, so that you’re able to let them be both prepared and react in the moment.”

7) Test your audio and internet connection.

You might want people to talk about your live stream, but not if all they’re going to say is, “We can’t hear you.” Make sure all of your audio equipment is working — both during your dry run and on the day of the stream. Having an extra microphone and batteries on hand probably won’t hurt, either.

Make sure your network can handle a live stream, too. If you’re streaming high quality video, for example, you’ll need both a wire connection and a 3G/4G wireless connection, according to Cleeng.

In other words, make sure your WiFi is working, but also, “grab an ethernet cord,” says Conley. “One thing you can’t help is if your internet connection unexpectedly goes out.”

We know — even the sound of “ethernet” seems terribly old school. But if your WiFi suddenly drops, you’ll be glad you busted that cord out of storage.

8) Set up social media monitoring.

One great thing about live streaming is your audience’s ability to join the conversation and comment in real time. But try watching any Facebook Live feed, and you’ll see that the comments roll in fast. So while it’s awesome to invite and answer viewer questions  — especially if you personalize your responses — it can be overwhelming.

That’s why it’s a great idea to dedicate someone to monitoring social media, comments, and questions during the live feed.

That task can made a bit easier with something like a branded hashtag created specifically for this live stream. For platforms with built-in comment feeds, for example, you can ask your viewers to preface any questions with it — that can help qualify what needs to be answered.

You could even take that a step further and use the hashtag throughout the planning process, making sure to include it on your landing page, thank-you page, and promotional messages leading up to the event. That helps to create buzz around the live stream. And if you use HubSpot’s Social Inbox, here’s a great place to take advantage of its monitoring feature, which lets you prioritize and reply to social messages based on things like keywords or hashtags. 

After Your Live Stream

It’s always nice to follow up with your attendees after your live stream has ended. Thank them for their time, give them a head’s up about your next event, and invite them to download a piece of relevant content. If you’ve followed these steps, you’ve probably done a great job of using your live stream to generate leads — so keep up the momentum and nurture them

Have you experimented with live streaming? What have you learned? Share your tips in the comments below.

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HubSpot Marketing Blog

Published by

rachelgooodmanmoore When first planning to supply something new, many businesses fall in line with one of two schools of idea:

  1. Develop it internally
  2. Purchase or outsource it

There are advantages and disadvantages to both sides of the coin.

Below’s an example: Claim you’re planning to broaden the option of products your company markets. Developing a new offering in-house would certainly allow you full control over the shapes and size of the new item. The downside? Structure it on your own usually takes considerable internal resources as well as time. If, rather, you picked to acquire a product from an additional company (allow’s call them Acme Corp) as well as whitelabel it– or possibly also purchase Acme Corp itself– you’ll be able to go to market sooner, but you’ll virtually absolutely have less control over the item you’re supplying.

The idea of “construct internally” or “purchase on the surface” doesn’t just put on products– it likewise comes with a interior programs like marketing research, sales method development, and even expert training. In truth, it comes with a practically every little thing that comprises a company, from its processes to its people.

Reflect to the last product (interior or exterior) your firm launched. In which camp is your company? Whether you go the outsourcing or building in-house route depends on your business as well as the circumstance handy. There are debates for the values of both, and some companies employ a mix of several approaches.

Let’s consider several of the factors to consider as well as utilize cases for why you could want to select one over the various other when it comes to training– in specific, Search Engine Optimization training.

Is Search Engine Optimization training unique?It’s worth

analyzing if (as well as just how) Search Engine Optimization education varies from other tastes of expert training. While Search Engine Optimization training is a various monster than, state, discovering how to code or ways to operate bookkeeping, from my perspective as an on-line fitness instructor, training Search Engine Optimization isn’t really incredibly various than teaching any type of sort of digital marketing.

Search Engine Optimization training: a various

sort of beast. At basic as well as intermediate degrees, neither SEO nor digital advertising and marketing as a whole are incredibly technological (as compared to something like discovering JavaScript, MySQL, or assemblying a Salesforce CRM), nor do they require an MBA or PhD to master. Both are less complicated with a fundamental understanding of how websites as well as the Internet work, as well as both go to their ideal when backed by real information and also at least a dashboard of creativity.

SEO versus digital marketing training

Do these 2 in fact vary from each other at all? Seo is a part of just what digital marketing is everything about, so they relate. But there are differences, nonetheless. Allow’s take a closer look:

The training face-off

Digital Advertising and marketing Education and learning
SEO Education< td design ="line-height: 1.5; font-size: 102%;"> Emphases on all facets of ways to bring in website traffic, transform those visitors into leads, and aid change those leads right into consumers Mostly concentrates on the best ways to finest bring in visitors Covers means to bring in visitors from all sources Bargains almost exclusively with boosting or fine-tuning traffic from internet search engine Manage subjects like e-mail advertising and marketing, advertising and marketing automation, social media sites, material production, and also past Focuses on topics like keyword study, site style, on-as well as off-page optimization, and also analytics (though may additionally consist of subjects like material production as they relate to generating search traffic)
Typically gauges ROI in regards to advertising and marketing or sales-qualified leads produced The majority of straight ROI numbers are around traffic produced by source (namely internet search engine or search-influenced sources)

The ideal column, for our objectives in this post, is exactly how we’ll be specifying “Search Engine Optimization training.”

Since we’re on the same web page with just what we suggest when going over SEO training, allow’s dive right into the ten-thousand-dollar inquiry *: should you construct and also run this kind of training in-house, or outsource it?

* Yes, some SEO training programs truly do price that a lot.

Outsourcing: the advantages

Let’s begin our tour of contracting out versus constructing training in-house by analyzing the pros of hiring an outside trainer or authorizing up for a SEO training program:

1. Contracting out saves time.Whether it’s hrs devoted to establishing anSEO educational program, assembling lessons, in fact teaching, or adhering to up with students after your session, structure and also providing from-scratch training could take a massive amount of time as well as effort. Outsourcing ways you get hours in your day back, as well as since

the training is created by professionals, the end product might be better compared to something constructed internally. 2. Outsourcing can save you money. Note” could”(and not

“will certainly”)save you cash. If you just require training one(or a few)time (s), or if you have a relatively little group of people enrolled, it could be substantially much more affordable to outsource training. On the various other hand, if you have a multitude of people to educate or prepare on providing a course often(as an example, as part of new hire onboarding), it may be worth the ahead of time price to develop internal training. 3. Contracting out allows you put more spending plan towards everyday operations. It could seem odd, but companies that”run lean”or dedicate the lion’s share of spending plan to daily operations might not have the ability to give up the guy hours required to establish, deliver, as well as keep a training program. Outsourcing one is often dramatically more economical for the scale these organizations need. 4. Do not have an inner professional, however require new inner know-how? Not a problem. If you’re seeking to reinforce existing Search Engine Optimization abilities or construct your company’s Search Engine Optimization expertise from

the ground up, yet aren’t prepared to employ a search marketing supervisor just yet, locating an excellent Search Engine Optimization

training course or bringing in an outside fitness instructor could give the skills you’re searching for. It’s likewise useful for firms wishing to supply complete SEO solutions or constructing a Search Engine Optimization fly program. Generating outside help to train up a few staff member on crucial abilities means you do not have to

purchase a net brand-new hire for a program with an unclear future.5. Outsourced training makes it much easier to get to a remote or multi-lingual group. It’s as common to read about firms broadening to open their very first satellite firm in Beijing as it is to listen to that office remains in Boston. Thanks to the Internet, today’s world is smaller sized compared to ever.If your own is one of the many business with international workers or a largely remote workforce, it could be hard to supply training that’s just as easily accessible as well as suitable to every person. In circumstances such as this– and also particularly if you have a

multilingual labor force– outsourcing training that’s available in different languages can be a fantastic alternative.6. Outsourcing might provide you accessibility to accreditations or certifications. Many online as well as in-person Search Engine Optimization training programs consist of some type of qualification of completion or effectiveness. If that’s a top priority, you’ll wish to buy an in-person or on the internet program from an organization with sector name acknowledgment that offers a certification.7. Outsourcing provides you access to the most effective

high quality instructors. Whether you’re a full-fledged Google algorithm master or simply recognize your means around a site crawl, no person can say that you’ve obtained some SEO chops. You already recognize the material, so it needs to be no trouble to work up some training based on your know-how … right?Maybe, however perhaps not. “Doing”abilities are various compared to teaching abilities; being knowledgeable at Search Engine Optimization does

n’t instantly correlate to being knowledgeable at instructing SEO. And also, perhaps much more significantly, teaching doesn’t automatically lead to discovering. Just due to the fact that you have understanding to share doesn’t always suggest that you’ll be as effective as feasible when helping your colleagues really learn. One of the largest benefits of outsourced training is that it offers you accessibility to specialist teachers, not just folks with functional experience who educate in their spare time. Outsourcing: the drawbacks Since we have actually covered a few of the benefits of outsourcingtraining, allow’s give internal training the exact same therapy. What are disadvantages of depending on a 3rd-party supplier for your SEO training requirements? 1. Just counting on outsourced education doesn’t

provide you any type of equity. No, I’m not discussing< a href= "https://searchenginewatch.com/sew/news/2064458/ways-sculpt-your-sites-link-equity" target="_ space"> link equity. The equity I’m describing right here is

, metaphorically, the very same type of

equity you get from getting a house versus renting an apartment.As a tenant, you’re just paying for accessibility to the property– not a real risk in it. Acquiring, on the various other hand, may take more initiative as well as investment upfront, but it offers you control(and also possession!)over the real residential property itself. Exactly what does this allegory relate to in-house versus outsourced training ? Just depending on outsourced initiatives indicates you’re constantly paying somebody else for accessibility to their academic residential property. If you have training requires that span over lots of workers or years, this could obtain extremely expensive. In those cases, while it might initially be more costly to establish training internal, it’s a better long-term financial investment due to the fact that of the ‘equity’ it provides.2. Contracting out training does not always range with expanding

businesses. Plan ahead for the long-term: If you’re growing your company and also intend on having actually numerous people entailed in producing maximized content for your web site, it might be a far better long-lasting financial investment to construct in-house training that increases with your group.3. Outsourced training usually focuses on ideal techniques as well as one-size-fits-most procedures. The majority of training programs fixate training”best techniques “or general strategies. If you have a certain process or means of doing SEO,

it could be hard(if not impossible)for an outdoors trainer to communicate

your optimization process– in your terms, utilizing your tools– to your group. For some companies, that alone might suffice to tilt the ranges in the direction of developing all training internal.4. Have particular material requirements? Structure your personal educational program might be your best option. Associated with having unique

procedures, having certain content requirements also may suggest that contracting out training isn’t really the most effective bet for you

. Only wish to learn more about maximizing content for mobile internet search engine as well as advanced web link building techniques, however do not intend to need to pay for accessibility to 30 various other training courses to obtain both you do? While some training carriers can develop a completely customized program made around specifically just what you intend to find out, numerous might come as standard”plans “with little flexibility around what you could find out all at once or within each session.5.

Educating for big groups commonly features a large cost. Almost any kind of buyable training program– be it pre-recorded videos, online sessions, in-person classroom experiences, or otherwise– are priced on a”per seat “basis. If your group either requires accessibility to several sessions, you have many staff member who’ll all require access to the exact same courses, or both, outsourced training could quickly obtain expensive.6. Your accessibility to training materials may be restricted. Some Search Engine Optimization training carriers put legal constraints on re-using the their training materials. This suggests you may not be able to record sessions, download slides, or disperse helpful products to your team. If sharing the academic love with

your colleagues is a deal breaker for you, take into consideration producing and also running

your SEO training in-house. If you’re still leaning towards using an externally company, be certain to review their FAQs or legal materials before pulling the trigger.Key questions to ask While there are lots of benefits of outsourcing your SEO training needs, depending on your particular requirements there may be an equal number of disadvantages. When thinking about the ideal training course for your group it’s worth making the effort

to think about concerns like: The number of individuals require to take this training right now? And over the next one to two years? Do I have the interior competence(or accessibility to it )to produce high top quality training myself? Will it cost me even more to create training than it’s presently worth? Will it take me longer to develop training compared to value it will provide? When do I need my staff members educated by? Do I have time to wait, or is there an immediate need? Do I require a general Search Engine Optimization training program, one that concentrates on certain subjects, or one that details my unique

process? Are the outsourced training alternatives available to me worth the rate? What do they consist of? Is it crucial to obtain some type of certification, badge, or various other certification of efficiency after conclusion of the training? The responses to these inquiries might not provide you a black-and-white response about whether building
  • training in-house or locating an outside carrier is the best selection for you, but they can aid deciding a bit much less murky. Thinking about going the outsourced route for some (or all)of your team’s SEO training? Look into Moz Academy’s online workshops. Sign up for The Moz Top 10, a semimonthly mailer upgrading you on the leading 10 most popular items of Search Engine Optimization information, ideas
  • , and also rad links revealed by the Moz team. Consider it as your special digest of stuff you don’t have time to
  • search down however intend to review! The Moz Blog

  • 8_Data-Backed_Strategies_to_Increase_Your_Videos_Play_and_Converstion_Rates.png
    Video production is not just about making videos for awareness purposes. In our experience, using video strategically can help you at every step of the marketing funnel from lead generation to revenue growth.

    In order to reach these goals, savvy marketing teams want to make videos that drive conversions. Whether you’re hoping someone will find your website organically, sign up for a product demo, or even purchase your product — a well strategized video can help boost your conversion rate.

    A video that converts needs to be clear in its goal. What do you want this video to accomplish? What should be the next step that your viewer takes in their journey after watching your video? You want that next step to be as clear as possible, making conversion a seamless experience for your audience.

    Identifying and Leveraging Conversion Opportunities 

    Increasing Your Video’s Play Rate to Boost Conversion

    With just a few simple tweaks, you can dramatically boost your videos’ play rates. Small changes can make all the difference for someone watching your video — whether it be a product video or a webinar.

    1) Make the Thumbnail Friendly

    The video thumbnail is the first thing your audience sees when they look at your video. Think of it as your video’s CEO. It represents your video to your audience, just like a CEO represents her company to the world. When putting up a video, many companies use the generic thumbnail image — usually a frame somewhere in the middle of your video. Using a custom thumbnail, however, can increase  your play rate by 34%

    Your thumbnail should be something to consider before you put your video out into the wild. Each video’s thumbnail is either encouraging or discouraging engagement from your audience. If you have a person in your video, choose a thumbnail that features the face of an actor. A smiling, friendly looking person will encourage a viewer to click play and see what the video is all about.

    BrandColors.png

    2) Show Off Your Brand’s Colors

    Your brand’s look and feel is crucial to brand recognition. You wouldn’t want your video player to stand out in the wrong way. Adjusting your player color will bring your website or email together in a cohesive and branded way. We’ve found that choosing a custom player color that represents your brand increases your video’s play rate by a full 19%. 

    You can choose to use a color that is the same as the elements on your website, landing page, or email to bring the content together and make it look more professional, influencing a higher percentage of your audience to click play and ultimately convert.

    3) Keep It Short 

    You’ve probably heard it a million times — in today’s age, humans have short attention spans. We’re bombarded with content, and much of that content is in video form. In order to keep your audience’s engagement strong and convince them to convert, your video should stay within a certain time frame.

    We’ve recently pulled some numbers around video length and engagement, and unsurprisingly, two minutes is the ultimate cutoff. Videos that are up to one minute long have an average 70% play rate — that’s huge! For one minute, 70% of your audience is engaged, willing to stick around and learn more about the content in your video. Once your video gets just over two minutes, however, you’re in hot water. Engagement drops by 5% at two minutes, and starts to freefall after that.

    Engagement_vs_Length.pngThese simple changes can really make a difference in your play rate, engagement rate, and ultimately, your conversion rate. Just changing your video’s thumbnail and player color can increase your play rate by 53%, making it that much more likely that your audience will convert or follow your CTA. Keeping your video under two minutes long will hold your engagement rate right where you want it — above 65%. These simple actions have a huge impact, and there’s so much more you can do to increase your video’s conversion rates. Let’s look into some of the more in-depth ways where conversion is the main attraction.

    Boosting Your Conversion Rate

    Whether your call to action is asking someone to sign up to your email list and become a lead, to register for a webinar, to come to a physical event, or maybe to simply buy your product — your call to action is what makes the conversion. There are many different ways to include a call to action in your video. There are several different options for how to include video CTA beyond just changing the text or color — consider your video’s goal before choosing a type

    4) Leverage CTAs and Annotations

    When considering where to put your call to action in a video, whether it be an annotation or a lead generation form, think past the usual places. CTAs are most often put at the end of videos, but we’ve found that CTAs in the middle of the video perform way better, with conversion rates at 16.95%, as compared to 10.98% at the end.

    You can make your CTA engaging in the middle of your video by pointing it out in your script. Script around the CTA and weave them together to create an interesting viewer experience that will make folks excited to click. Your CTA should be very clear and have a very specific goal. You can then measure how your CTA does depending on how you weave it into your video. The more custom and clear it is, the better it will convert your viewers.

    Turnstile.png

    5) Put the Turnstile Where It Counts 

    A turnstile is basically a lead generation form. Using a turnstile in your video allows you to capture your audience member’s email address by pulling up a form in the beginning, middle, or end of your video. Where you put this turnstile really matters, and the conversion rate differs depending on where in your video the turnstile appears.

    Many video marketers choose to put their turnstile in the beginning or the end of the video, so it does not interrupt the viewer’s experience. However, we’ve found that the highest converting position for a turnstile is actually in the middle of the video, with a conversion rate of 22.17%, over a 3.05% or a 8.49% conversion rate for post and pre-roll turnstiles, respectively.

    Turnstile2.png

    Adding your turnstile to the middle of your video may seem tricky — doesn’t interrupting the viewing experience leave your audience with a bad taste in their mouth? You can incorporate a mid-roll turnstile without making the viewer feel cheated. Add your turnstile into your script in order to work around the lead generation form. Creating a script that flows around the turnstile and warns viewers that it’s coming up prepares them for what’s next. Try something like “Interested? Enter your email address and let’s get in a little deeper”, or “Enter your email for more information.

    After the Video

    Phew! You’ve gone through the whole process. You’ve created a custom thumbnail, added your custom player color to match your brand, and made sure your video doesn’t go above the two minute mark. You’ve even woven in a CTA and/or turnstile into your video’s script to make it flawless and engaging. You’re set up for success–but what now?

    6) Leverage Post-Production Analytics

    Make sure you’re tracking your video’s analytics. It’s important to keep in mind where folks watched and re-watched your video. Was there a bump in re-watches at a certain point mid-video? That may mean that folks are especially interested in what was conveyed at that time, meaning you have an opportunity to create another video specifically focusing on that topic. Re-watches help you figure out where your audience’s interest was piqued, letting you create more relevant content for them in the future.

    See how many folks converted on your turnstile and CTAs. You can take that data and test future videos depending on what you’ve done in the past. Each piece of data counts when making a high-converting, high impact video.

    7) Invest In Videos For Lead Nurturing

    Once your viewer has converted, you want to take them one step further in the process. Videos can be perfect for nurturing leads that have already raised their hand for your content. Making a short video that welcomes folks who have converted on partnership content, for example, can delight your audience and act as a great reminder of your company and the problems you solve. We do this after large lead generation campaigns, and especially after co-marketing projects.

     

    When it comes to onboarding lead nurturing campaigns, video is a great asset in boosting your click through rates, increasing the probability of your audience taking the action you want them to take. You can easily tweak your onboarding workflow to reap the rewards video creates! For example, we’ve found that using a video thumbnail with a play button in an email, instead of a plain image, resulted in a 300% lift in our CTRs! You can’t beat those numbers. 

    Your onboarding lead nurturing emails should have a goal, and video can help you test that goal. Our onboarding emails, for example, contain a video thumbnail that links new Wistia users to a video that walks them through uploading a new video to their account. We’ve found that 48% of users who start watching  the uploading video actually do upload their video—this is huge! Without that video thumbnail in our onboarding workflow, we’d have missed a huge opportunity to get folks to engage more with the product.

    8) Focus On the Close

    Of course, once you’ve converted and nurtured a lead, you want to focus on the close. If your final goal is to get your leads to become customers, using video can help you get your close rates up. Specifically, try making videos that are personal and human, creating a relationship with your potential customer. Sending one-on-one videos to prospects introducing yourself and letting them know that you value their business will help create trust, and may just raise your chances of sealing the deal.

    Marketing agency Bluleadz does a great job pioneering one-on-videos in the close stage of their prospective customer’s journey. They send out a video when the prospect has already talked to sales in-depth and is in decision mode. Their videos look something like this:

     

    These one-on-one videos help create the human element behind Bluleadz business — and they work! Bluleadz has found that prospects who receive these videos before a purchase decision close at a rate of 63%, as compared to 46% for prospects who do not receive videos. That’s a big difference!

    With all these tips, it’s time to put your videos to work! How do you make videos that convert? Let us know in the comments!

    New Call-to-action


    HubSpot Marketing Blog

    A new forecast from ZenithOptimedia tells us that global ad spend is likely to top $ 545 billion dollars in 2015. That may sound like a reason to celebrate but it’s actually a slight step down in growth compared to 2014. (4.9% in 2015 vs 5.1% in 2014)

    ZenithOptimedia Growth Adspend 2014

    Part of the reason for the decrease in the increase is the lack of large, global events in 2015. In 2014, advertisers took advantage of the huge audience that tuned in to follow the Winter Olympics and the World Cup but 2015 is going to be a quiet year. That’s good, we need the time to rest up because 2016 is going to be a wild one with the Summer Olympics, the UEFA European Football Championship and the US Presidential elections. Wow. The news media is going to have to hire a lot of extra help.

    Display drives internet advertising

    Internet is the fastest growing medium in advertising with 16.9% growth in 2014 and a forecast of 15% growth for the next two years.

    Ten years ago, Internet was only 4% of global spend, now it’s 24%. Where’s all the extra coming from? Magazine and Newspaper ad budgets. These are the only two types of ads that are on the decline. Even radio showed a small increase but it’s nothing compared to the powerhouse that is online advertising.

    Leading the charge is online is display.

     

    Agencies are swiftly adopting programmatic buying, which allows them to target display ads accurately and efficiently. The technology has recently evolved to deliver better premium, brand-building experiences. This has provided a sharp boost to ‘traditional’ digital display, as well as video and social. Growth in traditional display leapt from 14% in 2012 to 18% in 2013, and we estimate it at 26% in 2014, its fastest rate of growth since 2007.

    ZenithOptimedia Adspend 2014

    ZenithOptimedia says Paid Search will continue to rise due to advancements in search technology including better localization, detailed product ad options and mobile ad enhancements like click-to-call. That leads us nicely into this:

    Mobile is growing six times faster than desktop advertising. Expected growth is 39% a year from now until 2017. Still, mobile adspend isn’t keeping up with the demand for mobile media so there’s plenty of unexplored territory here. Right now though, ZenithOptimedia says marketers are getting tripped up by the lack of screen space, the lack of cookies for retargeting and concerns about annoying users with intrusive advertising.

    Facebook and Twitter have it figured out. Both social media networks have found ways to seamlessly slip advertising into the content stream and it’s working. Between them, they’ll take home 33% of all mobile ad spend in 2014.

    Crave even more stats and facts about global adspend? Check out ZenithOptimedia’s “Advertising Expenditure Forecasts” report. It’s 11 pages of numerical goodness and it’s totally free.

    agile-growth.png

    It’s a priority for almost every agency to scale up and attract larger and more prestigious clients, as well as the best talent.

    And change is inevitable as you grow, and it should be embraced, but how do you make sure you remain agile while scaling from a small to a medium-size agency, or from medium to a large one?

    How to Grow and Still Keep Your Agency Agile

    Learn to Work Collaboratively

    Connectivity and innovation in technology are changing the way agencies work — for the better — and you’ll need to embrace this movement as you grow your team and number of clients. 

    To start with, you should be using a project management tool to make every project visible to your team and where applicable, clients as well. Luckily, there are a lot of options available, such as Basecamp, Active Collab, and many more. Implementing a system like this means that your team and clients can keep track of what tasks are on deck as well as delivery dates.

    In addition, collaborating on documents is something that can save time and reduce the back and forth that occurs when working separately on the same documents. I am a big advocate for Google Docs, but there are other alternatives. It’s particularly useful when there are several team members working on a pitch or proposal document.

    Remain Transparent

    Transparency may not be the first thing that comes to mind when talking about remaining agile; however, its important from both a team and client perspective. As you grow, people begin to feel more disconnected from leadership and clients and from knowing what’s really going on in the company. 

    Implementing collaborative project management is a good first step torward being transparent as it allows complete visibility into a project and gives clarity on everyone’s responsibility for each element of a project or campaign. 

    Now, what level of transparency you put on the table is completely up to you, but I believe in putting as much transparency on the table as you can. Introducing something such Slack into your workflows means you can make internal communication visible to anyone in the company, and if it’s the right fit for your agency, you can even do the same thing with your clients.

    Creating a private channel in Slack for each client will allow the operational team and the client to get a full view of all conversations about their account. This can be scary, but it’s equally empowering. If you want to give it a try, roll it out slowly. Test it with one client you have a strong relationship at first. You might be surprised at the results!

    Define Your Culture

    Building a great culture is tough — really tough. But if you can get it right, you’ll reap the benefits. This is especially true during high growth periods where the agency team can feel the stress as the limits of the company are tested. 

    It’s easy to lose sight of your digital agency‘s culture as you grow and become busier, focusing on delivering more work for clients. But you should make culture a priority, remembering to adhere to your core values. 

    That’s why it’s so important to define your culture from the start. As you scale, these values, ideas, and attitudes will be imparted on new hires and used during hiring to vet candidates. This is what allows you to remain agile, helping new employees to immediately understand what the agency stands for, how people interact internally and with clients, and what the ultimate goal they are working toward is. 

    Focus on the Business Over Financials

    People do their best work when they are in an environment they feel inspired and comfortable in. If you want to build an agency that continues to produce amazing results for clients, focus on the business, not the financials.

    I am not saying that you should ignore cash flow. Cash is oxygen for an agency looking to scale. However, the focus should be on building a great agency, not just bringing in revenue. This type of financial pressure can create a toxic environment. Happier staff who truly enjoy working with your clients will do more for bringing in more new business than anything else. 

    This can be a tricky one to keep on top of because more revenue and more new business is alluring, especially if your goal is growth. But remember that you want to scale while also staying true to your values and delivering great results for clients. By focusing on this, you can both retain your culture and grow the agency.

    Don’t Build Walls

    As your staff number increases, it can be easy for barriers to be erected between teams, which often results in a lack of communication between departments. This causes duplicate efforts and can result in mixed messages to clients as teams work on the same accounts but without communicating with one another. 

    This is a difficult thing to fix once it’s in place, so watch for signs of problems and try to implement fixes before it becomes ingrained in how people work.

    The responsibility for this often rests with the leadership on each team — make sure they are communicating with one another and are working to instill the company culture in their team members. And create processes that make it easy yet encourage different departments to work together and rely on each other.  

    marketing-your-agency


    HubSpot Marketing Blog

    internet search How do you typically discover on the internet info or sites you’ve recently gone to?< a href=" https://www.forrester.com/The+State+Of+Search+Marketing+2014/fulltext/-/E-RES119702 "> Forrester asked 4,600 United States adults this inquiry and I would state “the answers might amaze you”however that would certainly be motto. Let’s simply take an appearance at what happened and see exactly what we can do with the outcomes.

    Organic search landed in the primary spot (no shock) yet the second, third and also 4th alternatives just weren’t that far behind.

    Search only became 36% of the vote. I expected it to be closer to the 50% mark. Intend to guess exactly what can be found in 2nd?

    Time’s up: Facebook.

    25% of respondents said they got their info from Facebook! I am amazed by that.

    Third place went to TV ads with 23%, 4th to TELEVISION shows with 21%.

    Sponsored search engine results are way down on the list at just 11% with Twitter being available in last at 8%.

    The record does contain some excellent news for search marketing experts. It ends up that super-spenders – – people exactly who invested greater than $ 1,000 online in the previous three months – – are a lot more likely to count on organic search for info.

    Forrester Super Spenders Search Right here, as opposed to 36%, all-natural online search engine outcomes are in line with my original hunch. 46% of super-spenders are counting on search which is remarkable due to the fact that they’re the finest individuals to reach with your message.

    Super-spenders additionally provide Facebook full marks with an also greater 37%.

    One various other change, Super-Spenders also like Twitter. A complete 20% stated they use it to discover details vs just 8% of the general populace.

    Sponsored search still comes in nearly dead last so you could want to check your previous results prior to you spend any kind of more cash on that kind of marketing.

    Marketing experts Chime In

    Even though internet marketing has been around for some time, only 16% of online marketers claimed they believed they got on top of transforming consumer actions. The trouble hinges on that search advertising and marketing is a whole lot a lot more intricate than it made use of to be. You wish to land on top of the Google stack, now there’s likewise a Facebook pile and a Pinterest stack and also a mobile search stack. That leads us to cross-channel advertising and marketing however Forrester says couple of online marketers are sufficiently determining the results and if you can’t measure, you can’t proclaim any project a success.

    Base line is this; consumers are open to whatever you provide. If you pique their passion in a mailer, they might follow up with search. If they see something they such as at a friend’s residence, might utilize their smart phone to look for it online. The one reality is that it’s all really prompt. A consumer expects their have to be met within a few seconds of trying, that implies they’ll buy from the initial store Google dishes out if the rate is right. Whose shop is that going to be? Yours or your rivals? See, ultimately it still boils down to that reaches the consumer first with the appropriate info.


    < a rel="nofollow" href="http://www.marketingpilgrim.com/2014/12/report-shows-super-spenders-are-more-reliant-on-organic-search.html" >

    EDU_Resources_SEO.jpg

    The holy grail of content marketing and SEO is to be ranked in the top 10 on Google for a high volume search term.

    If you accomplish that, your site will enjoy long-lasting, inexpensive organic traffic — which is an absolutely wonderful thing. That said, SEO is very much a rich get richer game.

    So what happens if you are the poor in this scenario? How can you break into the top 10?

    Unfortunately, great content isn’t always enough. In most cases, you need links from authoritative sites pointing to your content. But how can you build these initial links to help boost your content into the top 10 if no one knows who you are?

    Over the past several months, I’ve been experimenting with building links from educational (.edu) resources. Using this approach, I’ve been able to push my blog into the top 10 on Google for several competitive and high volume search terms.

    Want to know exactly how I did this? Keep reading.

    The EDU Resource Link-Building Framework

    In July of 2015, my company started prioritizing content marketing and blogging.

    Through the first five months, we blogged a lot, but we were really only targeting low-competition, long-tail keywords with very little search volume. Not too surprisingly, despite our aggressive blogging, we were getting very few visitors from organic search.

    In January 2016, we published a post: “100+ Job Boards For Job Seekers and Recruiters.” With this post, we tried something new: We targeted the keyword “job boards” — which gets 10,000 searches a month and has high-authority sites like ZipRecruiter, Indeed, and Monster ranking in the top positions.

    Despite the competition, after applying the EDU resource link-building framework, over the next several months the number of referring domains and backlinks shot up.

    1_backllink_profile.png

    Because of this, we moved into the top 10 results for the search terms “job boards,” “top job boards,” and “best job boards.”

    3_google_results.png

    And our organic traffic to this post grew 85% over April and May. 

    2_organic_traffic.png

    So, what is this technique and how can you do this for your site?

    How does it work?

    Almost every university, college, and community college has a collection of websites with resources available for faculty, staff and students. These are usually simple pages with lots of links that a department or staff member has created.

    For example, check out the site below created by Dr. Mark Gellis and hosted by Kettering University:

    4_resource_page_example.png

    This page perhaps looks a little old fashioned, but it’s chock-full of helpful links and is actively updated. Best of all, the domain has a domain authority (DA) of 59.

    And there are tons of pages like this. 

    The EDU resource link-building framework is a step-by-step process for finding resource pages like this and for getting links from them.

    In what follows, I will show you exactly how to do this.

    How to Build Valuable EDU Links in 4 Steps

    Before I break down the details for each of these steps, here’s an overview of the framework:

    • Step 1: Create a spreadsheet to keep track of your resources.
    • Step 2: Find matching EDU resources.
    • Step 3: Evaluate links and collect emails.
    • Step 4: Reach out and get your links.

    There you have it. Looks simple enough. Let’s get into how to execute each of these steps.

    Step 1: Create a spreadsheet to keep track of your resources.

    Before we get into finding and collecting matching EDU resources, we need a place to store all the backlink gold we are going to collect in Step #3 of the framework.

    Using Google Docs, create a spreadsheet with the following fields:

    • URL – This will be the URL for each resource page we collect.
    • Contact Method – This will be either an email or perhaps the URL to a contact form.
    • Name – The name of the best contact.
    • Contact Date 1 – This will be the date that we contact the owner of the resource.
    • Response? – For keeping track of whether you heard back from this resource contact.
    • Contact Date 2 – This will be the date of our follow up email to the resource owner.
    • Notes – Here we will keep track of anything that may be important regarding our conversation with the resource owner.

    5_spreadsheet_example.png

    Step 2: Finding matching EDU resources.

    Now that we have our data collection spreadsheet setup, we need to go find some resources. 

    We are going to use Google to find potential matching resources. To do so, use a combination of the following queries to identify potential matches:

    • “keyword” intitle:resources
    • “keyword” intitle:resources intitle:submit
    • site:*.edu “keyword” resources

    Your keyword does not have to perfectly match the article you are trying to get links to. If your content is really specific, you may want to move up the topic hierarchy and use something a little more general. For example, let’s say you wrote an article about HMO versus PPO health insurance, then you will probably get better results searching for a more general term like “health care.”

    However, it is important that the EDU resources you find here are relevant to your article. Relevancy is one of the most important characteristics for quality backlinks.

    6_google_health_care_resources_example.png

    Step 3: Evaluate links and collect emails.

    This is the most labor-intensive part of this framework, and unfortunately there’s not really a better method than brute force.

    Evaluating Links

    You will need to open each search result and check to see if it’s a resource page that is a likely fit for a link to your site. If the page looks like it has potential, then add the site to your spreadsheet, filling in the URL column.

    One thing to note here: The number of outbound links from the EDU page does impact the quality of a potential backlink. Fewer links is better, so prioritize those resources.

    Collecting Emails

    Next, you need to figure out who to contact.

    Sometimes, you’ll get lucky, and the owner of the page will have an email available directly on that resource page. If you do not see an email readily available, then the next thing to look for is a “Contact” or “Contact Us” link. This will usually be available in the top navigation bar, side navigation or bottom navigation menu.

    7_contact_us_example.png

    Sometimes this will take you to a contact form instead of an email. This is fine, just add the URL of the form into the spreadsheet under the “Contact Method” column.

    8_contact_us_form_example.png

    If you are still not able to find a way to contact the EDU, then also take a look for links to things like About Us, Staff, or Directory listings. These will often lead you to an email contact or contact form. Make sure you also keep track of the contact name if you find one — although it’s not strictly necessary.

    You can try using a tool like BuzzMarker to speed up this process. It’s a Chrome plugin that will crawl a page you are on looking for emails. However, I find in comparison to a human eye, BuzzMarker is going to miss a lot of link building opportunities.

    Step 4: Reach out and get your links.

    In this final step, we are going to go back to our spreadsheet and go through each contact and reach out to them. This is the tricky part, as you want to be sure that your outreach and intent is very clear. No one wants to help out a scam artist looking to build shady links, so be sure to highlight the fact that you’ve done your homework, and that the suggestion you’re providing is both relevant and valuable. 

    To help you understand what that type of outreach looks like, check out the templates I use below:

    1st Email:

    Subject: Your Resource Page

    Hi NAME,

    I stumbled across your site URL while doing some research on TOPIC.

    I wanted to give you a heads up about an article I recently published: YOUR PAGE

    I think it could be a good resource for your page. If you are still updating this site, I wanted to see if you’d be willing to consider adding my article as a resource?

    Either way, keep up the awesome work!

    Cheers,

    YOUR NAME

    If I do not receive a response within two days, then I send a follow-up email, which will be a response to my original email. The second email is essential. I always get a better response rate on this email because people feel guilty about ignoring my first email.

    2nd Email:

    Subject: RE: Your Resource Page

    Hi NAME,

    I just wanted to send a quick follow up and see if you had an opportunity to look at that post I sent you. If not, no problem.

    If you do a get a few minutes, I’d love to hear whether you think it might be an appropriate resource for your career resources.

    Details here: YOUR PAGE

    All the best,

    YOUR NAME

    Note the language I used here: Phrases like “If not, no problem” and “whether you think it might be an appropriate resource” help to demonstrate that you’re just trying to help them, not spam them. 

    You can use my exact templates or craft your own, but here are a couple of best practices for EDU outreach to keep in mind:

    • Keep your email short and to the point.
    • Resource pages are created for outbound utility links. As long as your page is a good fit, the author of the page should appreciate your suggested link. Don’t be too shy about asking for a link but don’t be too pushy.
    • Make sure you keep track of your responses because a lot of the time you may receive a soft commitment to reviewing your post or linking to you.
    • Follow up and re-open the conversation with any soft commitments a month or two later. I did this recently, and was able to score a couple more links.

    Using the exact templates above for the outreach I did for “100+ Job Boards For Job Seekers and Recruiters,” I received a 17% response rate, built 8 EDU backlinks, and got social media shares to the students of two different universities.

    Why Does This Work?

    There are a few different reasons why this is so effective …

    • High Domain Authority: Most of these EDU sites have been around for many years and as a result have great domain authority. This is important because since the quality of the sites from Google’s eyes is good, it doesn’t take that many links to have a major impact on your search rankings.
    • Low Friction: Often these pages are controlled by a single person, so once you get them to agree to add your link, the turnaround is quite fast.
    • Easy Ask: The resource pages you are collecting with this framework are setup for outgoing links. Provided you are giving the owner something that will be of value to their audience, they will be happy to link to you because you are making their page better.

    Time to Test It Out

    You may be thinking that this seems like a lot of work to score a handful of backlinks, but the reality is, it is a lot of work if you want to rank in the top 10 on Google.

    It doesn’t happen by magic. It takes consistent, proactive effort. And if you want to build long-lasting search value with the content you produce, you have to focus on content promotion.

    I believe that EDU resource link building is one of the most effective means to do this. Within a few months of using this framework, we have increased our organic traffic by a factor of 10 with a handful of blog posts. And now you can do the same.

    I’d love to hear your thoughts or questions, so share them in the comments below or reach out via Twitter: @seanfalconer.

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