26 January 2009Local e-commerce comparison site Jump Shopping chose bidorbuy as the best South African online auction site for the third year running in 2008. Bidorbuy attributes its success to a simple business model: make a website and allow other people to trade on it among themselves.Established in 1999 for individuals to buy and sell their wares online, bidorbuy’s registered users passed the 300 000 mark by November, a growth of 40%, while average sales have risen from about R9-million a month a year ago to about R20-million a month currently.About 80% of transactions are concluded in the auction format, the remainder being fixed-price sales. In line with perceived international trends, the company expects an increase in fixed-price listings.“The move towards fixed-price items seems the logical next step,” says bidorbuy director Andy Higgins.“After all, some people prefer to come to the site, browse, and buy. They don’t want to waste time on a lengthy bidding process at the end of which they may have nothing to show for it, because someone else might outbid them and walk away with the item they wanted to buy.”Crazy Wednesday, Snap FridayHowever, according to bidorbuy, their sellers do not quite see it that way: many maintain that they have a better chance of selling their merchandise, and at a higher profit, when they list them in auction format.The buyers, meanwhile, favour the auctions starting from R1 with no reserve, which have become so popular that the company has dedicated two days of the week to such auctions: Crazy Wednesday and Snap Friday.Most of the R1, no-reserve, items on bidorbuy are in the low to medium value category, though every now and then a seller will stage a surprise and raise everything: a two-bedroom apartment in Helderkruin, in Gauteng’s West Rand, closed at R390 000, having opened at R1 without reserve, while a second-hand Mercedes Benz CLK320 has also appeared on a R1 no-reserve auction.“It must be emphasised that auctions are not an efficient way of selling all goods – they do not always work well for items whose price can be anticipated in advance,” Higgins says. “But auctions do excel when they are called to set the price for items of indeterminable value, for example collectibles or used items. In those cases, the auctions provide a very good dynamic pricing mechanism.”Simple formulaAll in all, the bidorbuy business model boils down to a very simple formula: make a website and allow other people to trade on it among themselves, the company says.“As a company, bidorbuy has no contact with the goods traded on its site. It does not need to worry about warehouses and shipping and other complicated details.”Bidorbuy also points out that its business model has shown unusual vitality in these times of the economic gloom.“Up to a point, consumer-to-consumer online sites like bidorbuy.co.za thrive on recession, because that is when people come to the site to sell in order to improve their finances and to buy bargains in order to save on their expenses.”SAinfo reporter Would you like to use this article in your publicationor on your website?See: Using SAinfo material
10 April 2011Kevin Davie, a 50-something award-winning journalist with the Mail & Guardian, is just over a week into a ride that is not for the faint-hearted: he’s cycling from Beit Bridge on the Zimbabwe border to Cape Point on Africa’s southern tip, most of it off-road, which adds up to a distance of almost 4 000 kilometres.“It’s trail riding,” explains Davie, who then talks about the Freedom Trail as an example of this. Established in 2003, South Africa’s Freedom Trail covers 2 300 kilometres, from Pietermaritzburg in the KwaZulu-Natal Midlands to Paarl in the Western Cape.It takes in some spectacular regions of South Africa, most of which are off the beaten path. It’s a route that Davie has ridden. It is also much like the trail Davie is undertaking, a route he calls “the ganna”, which, in fact, includes vast parts of the Freedom Trail.GannalandHe chose the name after holidaying near Gannaland, the Karoo farm made famous by Olive Schreiner in her Story of an African Farm.Davie, however, says his journey is more like the Great Divide Mountain Bike Route that follows the Rockey Mountains from Banff in Alberta, Canada to Antelope Wells in New Mexico, USA, covering a distance of just over 4 400 kilometres.On the Great Divide Mountain Bike Route, the idea is to keep the percentage of tarred roads to below 20%. Davie’s aim on “the ganna” is to keep it below 10%.“It’s about getting away from organised racing,” says Davie. “It’s about learning about the country, culture and geology.Blog“While it is like the Rockeys, ‘the ganna’ has far greater diversity and biodiversity,” Davie explains with a sense of wonderment in his voice. “Have you looked at the photo of the Bewaarkloof on the blog [gannagreatride.wordpress.com]?” he asks.I have, and with a little imagination (it’s requires a little not being there) I get a sense of why he is so blown away by the countryside. It’s an expression he uses more than once: “blown away”.He’s on Twitter too, leaving brief messages about his experiences. The Mail & Guardian has a Special Report devoted to his ride as well.He explains how he is living along the way. “It’s a self-contained style of riding, no support, a bivvy tent, and a sleeping bag.”PeopleHe continues: “People relate to you in a different way when you’re alone. They see your vulnerability and reach out. You take whatever is thrown at you.”I was curious about how he was progressing, because his stated aim was to cover 130 kilometres a day, a figure, I told him, I thought was optimistic. “I’m nowhere near that,” admitted Davie, adding that he had covered about 700 kilometres in seven days.There have also frequently been times when he has been forced to walk. At its worst, he recalled covering only 10 kilometres in five hours in tough, thorny conditions. And some of these areas he had previously visited! They have changed remarkably with the seasons.Davie hasn’t been alone throughout his trip. He has been joined by mountain bikers, some of whom have heard of his ride through word of mouth.KitWhen he set out, he carried a backpack and his kit weighed in at 9.5 kilograms, which included food and a cooker. The cooker, along with noodles, are no longer a part of his gear. He has got rid of them. “It’s about a third lighter,” he said of his kit, before explaining how he is eating along the route.It’s hardly romantic, but it is working; “Coke,” says Davie, “is full of sugar,” and that has become an important part of his diet. Sometimes he orders a meal or eats a hamburger, it depends where he is.I want to know what has struck him most, as a native Johannesburger, being out in the country, far removed from the rush of city life.‘Incredible graciousness’“The incredible graciousness of the people,” he answers without hesitation, and the word “graciousness” comes up time and again, spoken with a sense of awe and deep gratefulness. “Great experiences,” he continues. “It’s overwhelming.”Davie is a man who loves the outdoors. He is a veteran of the Dusi Canoe Marathon, a “Dusi rat” who has completed the taxing event 22 times. He knows mountains and valleys. Yet, he says: “I am blown away permanently by the beauty of the mountains, the people … It’s endlessly like that.”Has he had any concerns about his safety? “No,” is the firm answer, and Davie suggests that it is the natural beauty of the land that has an affect on the people. “Violence is more an urban thing.”Would you like to use this article in your publication or on your website? See: Using SAinfo material
In most working environments, there are no hand-written rules surrounding proper email etiquette. Many of us know to avoid the obvious: politically incorrect cartoons, offensive video content, unforgiving language and other questionable materials.But, it’s often the lapses in communication that result in conflict. For example, by simply pressing “forward” without an explanation or introduction, you leave the message’s meaning up to the recipient’s interpretation. You could quickly offend your recipient and create an unnecessary misunderstanding.Think about this: While you may think that simply forwarding an article or e-newsletter is a great way to share useful content, if the title of that email is “Ways to Improve Your Attitude,” or “Ways to Stop Wasting Time,” the recipient may immediately see this as a personal attack.Here are ten helpful guidelines. I encourage you to share them with your office!Don’t Be Lazy: Clicking “Forward” with no explanation as we mentioned above, can create a great misunderstanding. If you are a manager passing along a task, you may come across as impersonal or rude. If you are forwarding an article, the recipient may think that article is intended for them personally. Long story short, if you’re sending something, provide the reason you are sending it.Use Spellcheck: There’s nothing worse than tarnishing a powerful message or important email with numerous spelling errors. It reflects poorly upon you, and your business. A quick click to confirm all of your spelling is correct will save you the embarrassment.Control Your Urge to “Reply All:” “Reply All” is a bad habit to get into. Ask yourself: “Is this message relevant to every single recipient?” If no, don’t waste the time of others.Confirm Receipt: Did you receive an email this morning that you won’t be able to address until tomorrow? Confirm receipt. Let the sender know that their email is going to be addressed and did not get intentionally ignored or land itself in the spam filter.One Subject per Email: Do you have a lot of projects circulating around the office? One subject per email will help keep you and fellow employees organized. It will also make emails and resources surrounding a project easier to find when you are searching for it within your inbox.Huge Attachment? STOP: Wait a minute, how big is that attachment? There is nothing worse than having your email backed up for a significant amount of time while it’s struggling to download something. If you have a large attachment, resort to other ways of sending it, or at the very least check with your recipient to see if it is okay to send.Use Caps Sparingly: CAPS= SHOUTING. If something is important, it may be best to bold or italicize it. If it’s very important and the point you are making needs to be stressed, go ahead and use the caps. But use them sparingly!End Emails with Positive Salutations: The subject of your email may not always be positive, in fact you may be delivering bad news. But, never fail to let people know they are in fact appreciated. Sign off with “Thank you,” “Regards,” “Much appreciated,” or other nice sayings.
A Web Developer’s New Best Friend is the AI Wai… Tags:#New Media#web The trailblazing blog PaidContent, specializing in coverage of the business of new media, will be acquired by the Guardian Media Group, writes Kara Swisher tonight in a very sweet scoop. As Swisher says, it’s a coup for new media – but it’s another great move by the Guardian Media Group as well.Kara Swisher expects an announcement tomorrow, but the deal was essentially confirmed a few minutes ago on Twitter in a conversation between the Guardian’s Technology Editor Charles Arthur and travel writer Craig McGinty. Jeff Jarvis also says he’s got embargoed info on it – so this sounds very real. Below are our thoughts about what it means.PaidContent is a blog that some readers here may not be familiar with, but it has been among the top revenue generators among high-profile new media outlets for several years. What PaidContent DoesThe company has a diverse strategy, including PaidContent.org, mobile content coverage at MocoNews, coverage of India at ContentSutra, PaidContent UK, a number of small industry conference and paid research reports.PaidContent is regularly the first to report on fundings and acquisitions and the site combines speed with high quality writing. All of us could aspire to perform so well. It is notable that Swisher reports the price was “north of $30 million.” While that’s a nice sum for a blog, one of if not the largest sums paid for a blog network to date, but only relatively small technology providers on the web go for so little these days. The site launched in 2002 and its advertisers are B2B service providers that many of us in the consumer tech world don’t think about much. They are the companies that power the public facing media services we later consume. All the way back in 2006 Business 2.0 magazine reported that PaidContent was set to bring in $1 million in annual ad revenue. In March PaidContent hired the former head of DownJones and Yahoo Finance to be its CEO.The Guardian is On FireThe London Guardian, the flagship newspaper of the Guardian Media Group, has become a trailblazer in its own right well before this deal. It’s a newspaper with its own developer platform; the newspaper hired then Yahoo Developer Network head Matt McAlister in March.For the last year and a half the Guardian has run a campaign called FreeOurData.org.uk – agitating for public data APIs and portability. How incredible is that, from a news organization? One of the results of that agitation was the creation of the publicly funded mashup contest called Show Us a Better Way, which we covered here last week.What do you get when you combine cutting edge tech openness with some of the leading new media publishers online? A kick ass publisher ready for the 21st century, hopefully. Meanwhile the rest of the newspaper industry struggles to survive attacks from Craigslist.If this deal really goes down, and we expect that it will, it’s a great move by all parties involved. Industry watchers have wondered both how leading blogs will be monetized long term and how newspapers will survive. This is one part of that unfolding story. marshall kirkpatrick Why Tech Companies Need Simpler Terms of Servic… Related Posts Top Reasons to Go With Managed WordPress Hosting 8 Best WordPress Hosting Solutions on the Market
What kind of follow-up are you doing with your leads? Do you send cheesy bribes that get people to talk to you for the wrong reason? Or do you continue to engage in a conversation that provides useful information? At HubSpot, we ran a webinar this week about blogging. Of course, our sales people are following up on the leads from the webinar. But we’re not sending cookies. And their first question isn’t “Do you want to see a demo?” Our salespeople call up and ask “Did you enjoy the webinar? What can we do to make the next one more useful? Did you get a link to the recording and slides? Are you thinking about blogging? How is it going? Is your blog driving a lot of traffic and leads? Do you know there are a few steps you can take to optimize your blog to get more search engine traffic?”Through the course of a conversation like this, you actually make the prospect feel valued (in fact they are – the feedback on the webinars does affect the future webinars) and we offer value to them since we are very careful to make sure all our salespeople are well versed in Internet marketing and can offer useful free advice. I would much rather have talked to a salesperson who had advice for me on how to make my press releases more effective than one who wanted to cram a demo down my throat right after some cookies.How do you follow-up with leads? Do you send cookies? Or engage them in a valuable conversation?Did you like what you read? Want more? Get automatic updates by subscribing to our RSS Feed or Email List (top right hand side of this page). Originally published Dec 6, 2007 11:47:00 AM, updated March 21 2013 I am always disappointed when companies take the easy way out.Recently I downloaded some white papers about public relations from a company called Vocus. A couple days later I got a package at my office. it was a coffee mug with some cookies arranged in it to look like a flower arrangement. I also got a voice mail from a salesperson telling me about the cookies and asking me to call back if I wanted a demo. It wasn’t totally clear to me what the demo would show me, or what the product really does, or how it would help my startup business. I left the cookies out in the office to share with the team. I did not call the salesperson back. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
Topics: One of the many great benefits of blogging is the traffic from search engines that you get to each and every article for keywords related to that specific article (if you blog is set up correctly). The traffic for each keyword or for each article is usually small – though once in a while you usually hit it big. But when you add up the traffic for dozens, or over time, hundreds of blog articles, it can really add up.One example of this is an article I wrote 6 months ago in June 2007 about “Free Google Advertising”. Even as recently as a couple weeks ago, we were still getting some traffic to this article because it ranked on the first page of Google for terms like “free advertising on Google”, and a lot of people search for terms like that.But, recently I noticed the traffic for these keywords had died off. (Oh no!) I checked our rank for the keywords and sure enough, or rank had declined so we were no longer on the first page. As we all should know by now: No first page = No traffic. I could have just accepted it and moved on and written some new articles. But I didn’t. With a few quick changes to the article, I was able to climb back up in the rankings and start to get some of the traffic back in just a couple days.Here is a HubSpot graph showing our rank for one of the relevant keywords. Notice how we were on the first page for a long time, then fell off, and then moved back up.How to Revive an Old Blog Article for SEOHere are the steps I took to climb back up in the rankings for this blog article and get my traffic back. Originally published Jan 14, 2008 12:44:00 PM, updated October 18 2015 Research the keywords that were driving traffic before. Knowing what the most important word or phrases were that had been driving traffic to your article before is important, since you know you have a very good shot at ranking for those terms again.Analyze the key on-page SEO characteristics of the article. The most important field is the title of the article (which should also be the page title and the page URL if your blog is configured properly). You should also look at any headings within the article and the text of the article itself. For instance, I noticed that I had not used the word “advertising” or “advertisement” very much (only a couple times).Rewrite the article title. My old title “Free Advertising on Google: A How To Guide” was good at getting people interested in reading the article. It was not as good for search engines. I made it shorter and more focused on my keywords. The title is now “Free Advertising on Google”. Because my blog is set up correctly, this text also automatically appears in the page title and the URL, so they are more focused as well. Cool.Rewrite or add headings. Search engines look at text in headings as more important than other text on the page. So, if you don’t have any headings, add them. If you do have them, make sure they focus on your keywords. I re-wrote one of my headings to be “How to Get Free Advertising on Google” and added two others with keywords.Edit the article text. Tweak the article content a bit to try and incorporate the keywords for which you had been ranking into the article content a bit more. I don’t believe in measuring keyword density like some people – I think the text needs to be well written not mechanical, but you can probably add the right keywords into the article 3-5 more times without much trouble.Write a new blog article that links to the old one. A new blog article that has a well placed link to the old one using anchor text that includes your keywords can help a little bit, since it is an additional link and references the relevant keywords in the link text. For example, at the top of this article, I linked to the old article.Track your rank for the next couple days / weeks. Depending on the authority of your website with Google and how often they index your website, you can see changes in a couple days (like me) or it might take longer.One of the more advanced things I did not do, but could have done, is to analyze all of the links into the blog article and see if I could optimize the anchor text of any of those links to be more focused on the right keywords. Maybe if I get bored this weekend I’ll do that too. Blog Optimization Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
Download the free video held by search marketing Self-serve advertising for both companies will go through Microsoft’s AdCenter platform. So how does this impact the search marketing industry? Well, back in July when the press release version of the deal occurred . Conventional wisdom says that by the end of 2010 Yahoo’s search engine will be Bing. Since the end of 2010 is an Internet year away let’s just wait and see. Topics: Video: How to Get Off the Google AdWords PPC Crack Yahoo will provide the relationship sales force for both companies’ premium search advertisers. : Each company will maintain its own separate display advertising business. officially drying on this deal As recently as late October there were serious concerns that the complicated deal that was literally several years in the making was going to be delayed. Mountains of legal documents are a normal occurrence when big companies come together. This deal, however, was more complicated than most since these two giants in the online space are ‘coming together’ to form what is hoped to be a real competitor to the dominant position in The term of the agreement is 10 years. Now that the ink is just Learn how to break your Google AdWords addiction! Originally published Dec 7, 2009 3:04:00 PM, updated October 20 2016 Mashable broke down the impact as follows Microsoft’s Bing Search Engines , the question is: when will the search marketers of the world see the impact? Well, there is the small issue of the deal being vetted by the government. It may be fair to assume that Google may have an interest in ‘making waves’ as to whether this kind of union is something that is good for business in general. Most agree that it is but if you were Google wouldn’t you have something to say? will now be the search engine on all Yahoo sites. Google to learn how to use inbound marketing to generate leads and break your dependence on programs with recurring expenses. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Microsoft will compensate Yahoo through a revenue sharing agreement on traffic generated on Yahoo’s network.
social media marketing a 3. Look at “who,” not “what” , dividing your pie into three slices: listening, creating and communicating. His suggestion is to start by focusing 20% on listening, 40% on creating and the final 40% on communicating. on Chris Bennett Use marketing and Web analytics to regularly measure your social media efforts so you know what is and isn’t working. . Of course, you can create all the content you want, but if you don’t get it into the hands of your prospects, you’re going to be wasting a lot of your time. Download the free video Our top blogger. Good thing Glen has some A-list tips for folks like you (hey — I’m one of you!) who are trying to For now, Chris focuses on measuring social media initiatives, highlighting a variety of metrics marketers can use to analyze their efforts. Some of these metrics include traffic, unique visitors, referral URLs, conversions and backlinks, to name a few. 4. Author: blogger but a Lesson: Author: While Brogan thinks this is a good recipe for success, he also understands people have different tastes. Perhaps you have to devote some of your time to other parts of your marketing mix. It’s okay to cut more slices and find a formula that works. Now, I love Chris Brogan’s analogy here, but I’ve gotta admit: It’s making me hungry. Chris Brogan Stick to your own guidelines Search Engine Land Brogan offers a great basic frame for how you should devote your time on A successful blog starts with the blogger. Focus on A-list qualities to build an A-list blog. Elyssa Pallai , she reminds us how important it is to embrace the power and opportunities afforded by the latest trends. inbound marketing So you’re a fellow blogger. Chances are you don’t want to be just 20 Metrics To Effectively Track Social Media Campaigns Author: Slicing Your Social Media Pie of creating content is one of the best tactics you can use to get found online of measuring the performance of your programs is important for every marketing undertaking. Author: OPEN Forum search engine optimization build a popular business blog article this week discusses how you can slice up your social media pie into various types of engagement in different size pieces to suit your taste. Oh yeah — and we’ll let you have one of the bigger pieces. Copyblogger His top tips include: Lesson: Elyssa’s post discusses the most recent trends that should be top-of-mind for marketers trying to stay on top of marketing in a technology-driven world. While she doesn’t recommend forgetting about concepts like As a business, What latest trends is she talking about? The real-time Web, social networks, the mobile Web and location-based marketing top the list. If you don’t understand these technologies and what they mean for marketing, you better get with it soon, she says. great . 4 Tech Trends You Must Understand to be an Effective Marketer Lesson: and learn how to generate more business using social media. 1. Make content your #1 focus Learn how to use social media to attract more customers. Recognize your own influence of ReadWriteWeb Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Explore opportunities to generate referals as an alternative content marketing strategy. 5 Ways to Share Content to Create Referrals 5. John Jantsch 2. Duct Tape Marketing Lesson: While John definitely advocates promotion via social media, he also recognizes another way to amplify the reach of your content: through referals. A few ways he recommends you generate them is by writing guest blog posts, hosting a group in social networks, encouraging people to bring a friend to events/webinars you’re hosting, co-branding your content or creating an event. of How to Become an A-List Blogger Technology trends are constantly changing. Stay on top of the latest developments for maximum marketing potential. Author: Photo by Ralph Daily Lesson: Video: How to Use Social Media to Attract More Customers Social media is a powerful tool that can affect an entire business directly and indirectly, but at the end of the day, you still need to prove your engagement is working. Let’s face it — Divide and conquer your social media efforts. Originally published Jan 29, 2010 8:15:00 AM, updated July 18 2013 Glen Allsopp
Social media spending may be on the rise, but smart B2B product marketers will need to reexamine budget allocations in coming years to enable important changes in the way products are marketed. Join HubSpot to learn tips and strategies to monitor your company’s brand and engagement in social media in just 10 minutes per day! . B2B product marketers that have long sales cycles have much to gain from social media. The success of long sales cycles depends on improved positioning in the consideration set of prospects as well as continuous touch points through the entire sales process. Social media provides the content and the conversations to positively influence both of these important B2B product marketing needs. 2. Clearer ROI Reporting and American Marketing Association (AMA) — An excuse often used by B2B product companies when dismissing social media is that they have a small set of customers and those customers do not use social media. Ignoring the fact that many of those customers likely do use social media, this points to a bigger opportunity. Because the cost of entry into a new market using social media can be so less than that of traditional marketing tactics, B2B product companies can take advantage of this opportunity to expand core markets in a way that was previously too costly. Originally published Mar 3, 2010 11:30:00 AM, updated July 03 2013 Date and time: study. This “CMO Study” surveyed both B2B and B2C marketing executives to examine how they plan to change their budget allocation The data machine known as 3. Real-Time Budget Adjustments investment in social media The research results show that . — While the social web is about conversations, it thrives because of data. Online conversations and actions provide valuable data to those marketers who are willing to take the time to understand it. This data has never been more important than in the case of showing the connection between sales and marketing. The pressure from executives to show ROI for marketing dollars . This is up from 3.4 percent for B2B product companies and 6.5 percent for B2B services companies in February 2010. Throughout the study, another trend surfaced. In every measurement provided by eMarketer, B2B product marketers were several percent points less than B2B services companies and B2C companies with their to set up a solid routine to monitor your online presence! long tail for marketing 1. Reduced Cost of Entry to New Markets is mounting. Social media allows marketers to have data that provides clarity between marketing tactics and closed sales. eMarketer — The days of setting a marketing budget at the beginning of the year and spending it each quarter are over. Marketing budgeting needs to become an agile process. Budgets need to be able to be adjusted daily instead of annually. Social media combined with inbound marketing provides real-time results for marketing efforts. As marketers improve how they analyze these results, the marketing budget can become agile and shift resources to strategies and tactics that show the best ROI and lowest cost-per-lead. While social media is often thought of as a consumer marketing medium, it is a more powerful opportunity for B2B marketers, especially those that sell products. Inbound marketing programs that include social media provide B2B product marketers with opportunities that simply didn’t exist under previous business and marketing models. 5 Reasons B2B Product Marketers Should Increase Social Media Spending in the next 12 months as well as the next 5 years. social media spending will be near 20 percent of marketing budgets in 2015 Photo by borman818 via Flickr published results from a recent Social Media Live Webinar: How To Monitor Your Social Media Presence In 10 Minutes A Day Topics: B2B Product Marketers Missing an Opportunity Wednesday, March 10, 2010 at 1:00pm ET SEO — Social media as a marketing platform does not stand alone; it needs to be a part of an integrated strategy to succeed. The converse of that statement is also true. Social media is an important side dish in an effective B2B product marketing strategy. Social media for example, supports offline marketing and networking at events like trade shows and bolsters online marketing tactics like organic search marketing. 5. Long Tail Content Supports Long Sales Cycles Duke University’s Fuqua School of Business Reserve your spot now — At HubSpot, we have talked before about the value of the 4. Supports Other Inbound Marketing Efforts Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
Marketing Reporting These three rules help me keep my monthly marketing reports down to under 10 slides, while at the same time delivering a data-dense review of the past month. Then they ask me about my reports, and get pretty emotional when I tell them I finished on the first day of the month – because my deck only takes a minute per slide to pull together. Here’s my secrets to a short, yet awesomely powerful, slide deck for marketing analytics. Its the beginning of the month, and what that means for all my marketer friends is that they’re busing spending the next week (or longer) pulling together statistics and data from all the various marketing systems they have implemented to try and give their boss(es) an idea of how the last month went. It just takes that question – Why? – to start really getting some insights. Your boss wants to know these things, but also what you plan on doing to make them better for the next month (or longer). And don’t worry if these slides get taken out before being presented to the executive team or the board – the information that is passed up the chain is certainly worth it. No matter how much you drag your heels, your boss will want to see the 3 Vs, so if you do find yourself giving in and showing Views, Visits, and Visitors, by all means try and talk in the language of the business – and show the conversion from visitors-to-leads and customers. If you’re analytics package is tied to your landing pages and CRM, this should be super easy to show. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Topics: This is my secret weapon – not only can I show off parts of the 3 Vs, I can do it in a manner that makes business sense. In one screen, I can quickly show which efforts are driving BUSINESS RESULTS, not just anonymous traffic. As HubSpot’s Resident Social Media Scientist, Dan Zarrella, loves saying, “If it don’t make dollars, it don’t make sense”. Look for “interesting” or “that’s not right”, and drill down If your boss wasn’t asking for this before, they will be now. I’ll let you in on the secret – this is how your boss can justify why the entire marketing department exists, why they should have more headcount, and why budget should be increased instead of decreased. I call these “The 3 Vs”, and in a perfect world, no one would ever ask you for these metrics. On their own, they’re fairly useless. I’ve never seen anyone make a profound or insightful change to their upcoming programs because visits were up 1% from last month, or unique visitors were down 1% from last year. Try to avoid “views”, “visits”, and “visitors”. Originally published Mar 2, 2011 1:00:00 PM, updated October 20 2016 If you must use “views”, “visits”, and “visitors”, tie them as closely to the sales process as possible, showing conversion to leads and customers Did we have more leads coming from Organic Search? Well, what terms got them here?Less leads from our Paid Search efforts? Hmm…where were we doing well last month and before – what’s off? What did we do differently, or what changed? After a few months of watching your traffic, you’ll notice some general trends that are unique to your company. But when you see a deviation from those trends, that’s the time to dive down and investigate.