LITTLE Women: LA star Terra Jole asked fans to “pray” for her former enemy Christy McGinity after the death of her 2-week-old daughter.
Terra, 39, made the emotional plea in a YouTube video on Saturday.
4 Terra Jole asked fans to “pray” for her costar Christy McGinityCredit: Mini Mama/YoutubeShe began: “There is no easy way to say this. Right when you think the only thing you have to worry about is COVID-19, you get a call and that call is from someone that has lost their child.”
The mom of three added that losing a child is something she would “not wish on anyone.”
Terra continued: “Life is very precious. So as my viewers, I ask you all say a prayer for Christy and Gonzo.
“If you are following them please send them nice messages. It’s at a time like this we all need to stick together. It’s at a time like this we need to support one another.”
4 Christy and her boyfriend Gonzo lost their 2-week-old daughter VioletCredit: InstagramChristy, 42, who is a mom of two from a previous relationship, and her boyfriend, Gonzo Carazo, lost their daughter, Violet Eva, on March 20.
They said in a statement: “It is with our deepest sorrow that we send our baby girl Violet Eva Carazo to play with the angels.
“We were able to spend two weeks with our sweet baby girl and for that we are forever thankful.”
4 Christy said she is “forever thankful” that she was able to spend two weeks with her newbornCredit: InstagramTerra, 39, and her husband, Joe Gnoffo, announced the March 11 birth of their third child, Magnolia August, on Friday.
Terra and Joe are also parents to daughter Penny, 5, and son Grayson, 3.
They told People in a statement: “We are tucked away safely at home and waiting for all of this to pass so we can finally introduce our friends and family to our Magnolia.
“While we understand these are uncertain times, we are overjoyed to be here, a family of five!”
4 Terra welcomed her third child with husband Joe earlier this monthCredit: Terra JoleCONGRATULATIONSCoronation Street’s Sally Carman and Joe Duttine are engagedsofa good!Inside Ant & Dec’s homes as they host Saturday Night Takeaway from their sofasExclusiveOUR GIRL GONEMichelle Keegan pulls out of Saturday Kitchen as she isolates with MarkCLOSE SHAVEJames Martin defends not social distancing as fans slam Saturday Morning ShowA-PAW-ABLEAnt McPartlin reveals he has labrador he shares with ex Lisa amid lockdownGone voyage?Corrie fans convinced Yasmeen will FINALLY escape abusive Geoff on Spain trip
Magnolia is achondroplasia and will be tested to see if she’s pseudoachondroplasia as well.
Terra also mentioned Christy, who were rivals and often fought on the show: “Our hearts are broken for Christy and her family. We’re devastated for her loss.
“No parent should ever have to bury their child.”
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Priyanka Chopra, a former beauty queen, is defending beauty pageants at a time when their relevance is being reconsidered.
The Bollywood-Hollywood actor, who is now married to Jonas Brothers Nick Jonas, opened up about her thoughts on the now-controversial issue.
“It gave me a trampoline to my acting career. It gave me a sense of self, a sense of confidence to be able to stand in front of heads of state, to be able to speak in front of media from around the world, and actually know what I’m talking about.”
Chopra made her acting debut soon after winning the Miss World crown in 2000, with The Hero: Love Story of a Spy. She has appeared in popular Hindi films such as Krrish and Don, Kaminey , 7 Khoon Maaf, Barfi!, Mary Kom, and Bajirao Mastani.
There are over 3.8 billion social media users across the globe.
As you can probably imagine, that’s a major reason why businesses want to be active on social, too. Businesses use social media to market, sell, and provide support to their target audience and customers as well as learn about and bond with them.
The key is to understand what types of posts on which platforms are most effective in resonating with these audience members and customers. This will allow your business to consistently produce engaging content that positively impacts your bottom line.
How do you do this? Well, it requires social media analytics and reporting.
What is social media analytics?
Social media analytics is the process of gathering and analyzing data and reports based on metrics from one or multiple social media accounts.
Social media analytics provides insight into a number of important factors that are directly tied to the success of your marketing efforts and your business as a whole.
Here’s a list that explains the importance of social media analytics:
Develop a deeper understanding of who your target audience is and where they spend their time
Identify which social platforms receive the greatest amount of traffic
Determine what type of social content leads to the most conversions, engagements, etc.
Discover what type of social media post has the greatest reach and resonates best with your audience on certain platforms
Learn about what is and isn’t working in terms of social media campaigns and ads among your audience while they’re live and after they wrap up
Develop a stronger social media strategy for your business’s specific goals related to things like your marketing, sales, and service efforts
Social Media Analytics Reports
Social media analytics reports provide an overview of specific metrics and data points — such as engagements and impressions — related to the content you share on various social media platforms. Simply put, reports are how you’ll review your social media analytics.
Social media analytics tools (which we’ll review next) make the creation of reports simple — some of these resources provide reports from one social platform at a time while others provide reports from multiple social platforms.
Either way, social media analytics reporting tools are typically customizable — meaning, you can view and pull the data and reports that matter most to you and your business.
With the tools we’re going to review below, reports can be automatically made and shared for you. But, here are some of the unique aspects of social media analytics reports that you can typically customize:
Statistics and data points that matter to you and will be displayed in the report
Time frame (weekly, monthly, quarterly, yearly, campaign start to end)
Progress growth (i.e. how you’ll share your progress growth over time through a report — typically, either in the form of a snapshot or a comparison of stats in a given time period).
Learn how to create impactful monthly reports to show ROI on your social media efforts.
As stated, your reports will be unique based on the analytics software or tool you use. However, let’s look at some of the most common social media analytics reports that you may come across or create at some point.
Types of Social Media Analytics Reports
To give you an idea of some of the different types of social media analytics reports available in commonly-used tools, let’s look at HubSpot’s social media analytics reporting options.
1. Audience Analytics Report
The Audience report displays your current number of followers for each of your social accounts compared to the number of followers you had in a previous time period.
2. Published Posts Analytics Report
The Published Posts report shows the number of social posts published across your social accounts during a specific time period.
3. Interactions Analytics Report
The Interactions report displays the number of likes, reactions, and comments on all of your posts across multiple platforms.
4. Clicks Analytics Report
The Clicks report displays how many clicks you get on your social posts published through HubSpot.
5. Shares Analytics Report
The Shares report displays the amount of your posts that were shared by your audience members.
6. Impressions Analytics Report
The Impressions report shows the number of views that posts on your LinkedIn, Facebook, and Instagram pages received.
7. Sessions Analytics Report
The Sessions report displays how many web sessions took place within a given time period on your site that were driven from social media.
8. New Contacts Analytics Report
The New Contacts report displays how many new contacts have been created in HubSpot as a result of web sessions driven from social media within the selected time period.
Now you may be wondering what tools are available to help you pull these reports and data — next, we’ll cover some of your options.
Social Media Analytics Tools
There are a plethora of social media analytics tools available today which is why identifying the right one for your business can seem like a daunting task. We’ve compiled the following list of seven of our favorites to help get you started.
Download 10 free social media templates to help you manage and optimize your content to achieve the best results.
1. HubSpot Social Media Software
HubSpot Social Media Software gives you insight into the customer journey through integrated analytics tools. These help you understand which of your marketing tactics are working best among your audience, determine how your marketing efforts are impacting your bottom line, and learn about your search engine optimization (SEO)-related ROI.
Try HubSpot’s social media tools free for 30 days.
In addition to this HubSpot’s Social Media Software, there are a number of resources including social media analytics report templates, free social media analytics tools, and social media courses available for you to implement in your strategy.
Note: HubSpot also integrates with other analytics software, like Oktopost, as well as major social platforms and their respective analytics tools such as LinkedIn, Facebook, Instagram, and Youtube (among many others, which you can learn about in the HubSpot integrations marketplace).
2. Tweet Deck
Tweet Deck is an analytics tool used for Twitter. It works in real-time to help you view and analyze your Tweet engagement, organization, management, and tracking on the platform.
3. Tweet Reach
Despite what you may think based on its name, Tweet Reach isn’t just used for Twitter. The analytics tool creates snapshot reports to help you efficiently monitor and pull key takeaways from your Twitter, Instagram, and Facebook profiles based on factors you identify as most important to your business.
Buffer provides an in-depth look at how you can strategize to grow your brand on social media. The software does this by measuring your performance on various social platforms, creating detailed reports about the data points that matter to you, and recommending ways to improve your reach, engagement, and more.
Hootsuite allows you to create customized social media reports using over 200 metrics over any of your social channels and campaigns. These reports are easily shareable with members of your team as well as your clients to keep everyone on the same page and prove ROI.
6. Sprout Social
Sprout Social provides a look into the needs of your customers through the conversations your customers and followers are having on social. The software also measures your specific content and campaign work across various platforms and channels to determine what’s working best among audience members and what should be improved upon.
(Note: Sprout Social is another social media software that integrates with HubSpot.)
Mention is a tool that allows your company to monitor, listen, and analyze your posts as well as your interactions with and among audience members via different social channels and platforms. The software also makes it easy to create automated reports to share this data with fellow employees or clients.
Next, let’s look at how to apply these tools and resources in your day-to-day work by reviewing the steps involved in tracking social media analytics (also known as your social media analytics strategy).
How to Track Social Media Analytics
Set SMART social media analytics goals.
Determine which social media analytics tools you’ll use.
Implement your social media analytics tools of choice.
Measure the success of your social media analytics efforts.
Make necessary social media analytics adjustments.
Work through the following steps to begin tracking your social media analytics and gaining a better understanding of which parts of your processes are working and which need to be modified. Again, you can think of this as your social media analytics strategy.
1. Set SMART social media analytics goals.
Create and set SMART goals to help you achieve your social media analytics goals. By ensuring your goals are SMART, they’ll be Specific, Measureable, Attainable, Relevant, and Time-bound — meaning, you’ll be able to focus your strategy to reach or even exceed your expectations efficiently.
To begin, ask yourself, “What do I want to learn from my social media analytics?” Then, dive into each part of the SMART goal. Here’s an example of a SMART goal related to your social media analytics strategy for reference.
Use a free template to help you create SMART goals and achieve them.
Specific: I want to use social media analytics to identify specific data points related to my marketing tactics to determine which posts and campaigns are working best in reaching and engaging our audience members.
Measurable: I want to be able to identify some specific data points to accomplish this goal.
Attainable: I will work to identify three specific data points to help accomplish this goal.
Relevant: These data points will help my team and I measure our success in reaching and engaging our audience members across social media channels as well as identify any gaps or areas for improvement in our social media strategy.
Time-bound: I want to identify these specific data points over the course of the next month — this way, in four week’s time, we can begin using them to measure our success in reaching and engaging audience members across social channels and identify gaps and areas for improvement in our social media strategy.
2. Decide which metrics you’ll and focus on and track.
Now it’s time to decide which social media metrics you’re going to track. There are a number of commonly-tracked social media metrics for your consideration. Metrics may vary by social platform as well as which analytics tool you chose. But, here are some all-encompassing metrics applicable to virtually every social channel and analytics tool to get started.
Reach is the total number of people who have seen your content.
Engagements are all interactions including shares, likes, and comments.
Impressions are the number of times or content is displayed on someone’s feed.
Mentions are the times your business and brand are referenced on social media by audience members or other businesses.
Social ROI provides insight into whether the investment you’ve put into your social media marketing is resulting in an increase or decrease in customers, sales, brand awareness, and customer loyalty.
Social listening is when you monitor conversations about your business and brand on social to see what customers and audience members are saying about you.
Likes are when an audience member taps (or double taps) on your social content to show they’re a fan of your post.
Retweets/ shares/ reposts are when audience members post the content your business published on their profiles.
3. Determine which social media analytics tools you’ll use.
Next, determine which social media analytics tools you’ll use — we covered some popular choices above but you can always review other options through a simple Google search.
Before making a decision regarding which tool or tools you’ll use, think about the following questions:
Do you want a tool or software to help you manage your social media analytics across multiple channels and platforms (e.g. Twitter, Facebook, LinkedIn) or just one (e.g. Twitter)?
Which metrics did you decide you’re going to track (as we touched on in the above step)?
What is your budget? Do you need a tool with flexible pricing options and features that you can add to or remove from over time? (To find this information, review the pricing pages like this page on Sprout Social’s website.)
Which tools and software options are suited to help you achieve the SMART goals you set? (Check out feature pages for this type of information, like this page on Oktopost’s website.)
Do you want your tool to integrate with the greater software your team uses to run your business (such as HubSpot’s CRM, for example)?
4. Measure the success of your social media analytics efforts.
Once you implement your social media analytics software, you’ll be able to measure the success of your efforts. To do this, you may use the analytics tool you implemented — depending on your software, you might have the ability to create customized reports and dashboards or pull the specific details about data points you care most about.
In addition to applying your tools to help measure your success, you may also consider your answers to the following questions:
Did you achieve your SMART goals?
Did the metrics you chose to focus on tell a story that’s helpful for your business?
Did the software or tool you implemented support your business needs?
5. Make necessary social media analytics adjustments.
Once you measure the success of your social media analytics efforts, you’ll be able to determine whether or not any part of your strategy needs to be changed or updated.
Maybe you realize one of your data points isn’t providing the level of insight into your marketing efforts across social platforms, so you need to identify a new one to measure. Maybe your software doesn’t allow you to customize cross-channel reports the way you want to, so you need to implement a new tool. Or, if you’re happy with the way your social media analytics reporting and strategy is working, be sure to revisit your strategy in the future to ensure it continues meeting your expectations.
Begin Tracking and Applying Social Media Analytics
By tracking and applying the process of social media analytics to your strategy, you’ll be able to more effectively reach your audience. And when you do this, you’ll see improvements in factors that are directly tied to your ROI like engagement, conversions, loyalty, and more. Consider which tools and software are best for you and determine how you’ll track your social media analytics to create deeper relationships with your customers and followers.
Many pledged to not just extend support via social media, but also made donations and sent out calls for money to put together for ration packets for those affected severely by the crisis.
Singing sensation Atif Aslam took it upon himself to film a video for YouTube, with important messages for the general public. He also took to Instagram to post the video with a lengthy caption thanking people whose work falls under ‘essential’ work and have to work despite the risks involved.
“Thank you to the paramedics, doctors, nurses, and healthcare workers who are tirelessly and fearlessly working at the front line of this crisis, risking their own health every second,” he wrote.
He also thanked cleaners, to those producing, delivering, and selling food, to the government and army, and also those who are staying home.
Sports star Wasim Akram also took to Instagram to share a photo of his family, proudly holding a white flag in his hand in honour of doctors, nurses and paramedics.
“Big salute to all the heroic Doctors, Nurses, Paramedics and medical at the front line fighting for us. #HumainTumSePyarHai,” he wrote.
Actor Resham heeded their call and posted a video of herself on her terrace with a white flag in her hand, singing ‘Humain tum se pyar hai’ (We love you).
THE Premier League is in crisis with players facing a potential £100million-plus pay cut as the top-fight, EFL and PFA announced that “difficult decisions” would need to be taken to keep lower-league clubs from going under.
Elsewhere, eight West Ham stars are in self-isolation after showing symptoms of coronavirus, while the US Open golf is likely to be pushed back along with more boxing bouts.
But we have some good news with ITV set to air the entirety of Euro 96 and the BBC replaying England’s 4-2 thumping of Croatia when a certain Wayne Rooney announced himself on the world stage this afternoon.
Follow all the latest news and updates as the sporting world deals with the threat of coronavirus…
When marketers like us create landing pages, write email copy, or design call-to-action buttons, it can be tempting to use our intuition to predict what will make people click and convert.
But basing marketing decisions off of a “feeling” can be pretty detrimental to results. Rather than relying on guesses or assumptions to make these decisions, you’re much better off running an A/B test — sometimes called a split test.
A/B testing can be valuable because different audiences behave, well, differently. Something that works for one company may not necessarily work for another. In fact, conversion rate optimization (CRO) experts hate the term “best practices” because it may not actually be the best practice for you.
But A/B tests can also be complex. If you’re not careful, you could make incorrect assumptions about what people like and what makes them click — decisions that could easily misinform other parts of your strategy.
Keep reading to learn how to do A/B testing before, during, and after data collection so you can make the best decisions from your results.
To run an A/B test, you need to create two different versions of one piece of content, with changes to a single variable. Then, you’ll show these two versions to two similarly sized audiences and analyze which one performed better over a specific period of time (long enough to make accurate conclusions about your results).
A/B testing helps marketers observe how one version of a piece of marketing content performs alongside another. Here are two types of A/B tests you might conduct in an effort to increase your website’s conversion rate:
Example 1: User Experience Test
Perhaps you want to see if moving a certain call-to-action (CTA) button to the top of your homepage instead of keeping it in the sidebar will improve its clickthrough rate.
To A/B test this theory, you’d create another, alternative web page that reflected that CTA placement change. The existing design — or the “control” — is Version A. Version B is the “challenger.” Then, you’d test these two versions by showing each of them to a predetermined percentage of site visitors. Ideally, the percentage of visitors seeing either version is the same.
Learn how to easily A/B test a component of your website with HubSpot’s Marketing Hub.
Example 2: Design Test
Perhaps you want to find out if changing the color of your call-to-action (CTA) button can increase its clickthrough rate.
To A/B test this theory, you’d design an alternative CTA button with a different button color that leads to the same landing page as the control. If you usually use a red call-to-action button in your marketing content, and the green variation receives more clicks after your A/B test, this could merit changing the default color of your call-to-action buttons to green from now on.
To learn more about A/B testing, download our free introductory guide here.
The Benefits of A/B Testing
A/B testing has a multitude of benefits to a marketing team, depending on what it is you decide to test. Above all, though, these tests are valuable to a business because they’re low in cost but high in reward.
Let’s say you employ a content creator with a salary of $50,000/year. This content creator publishes five articles per week for the company blog, totaling 260 articles per year. If the average post on the company’s blog generates 10 leads, you could say it costs just over $192 to generate 10 leads for the business ($50,000 salary ÷ 260 articles = $192 per article). That’s a solid chunk of change.
Now, if you ask this content creator to spend two days developing an A/B test on one article, instead of writing two articles in that time period, you might burn $192 because you’re publishing one fewer article. But if that A/B test finds you can increase each article’s conversion rate from 10 to 20 leads, you just spent $192 to potentially double the number of customers your business gets from your blog.
If the test fails, of course, you lost $192 — but now you can make your next A/B test even more educated. If that second test succeeds in doubling your blog’s conversion rate, you ultimately spent $284 to potentially double your company’s revenue. No matter how many times your A/B test fails, its eventual success will almost always outweigh the cost to conduct it.
There are many types of split tests you can run to make the experiment worth it in the end. Here are some common goals marketers have for their business when A/B testing:
Increased Website Traffic: Testing different blog post or webpage titles can change the number of people who click on that hyperlinked title to get to your website. This can increase website traffic as a result.
Higher Conversion Rate: Testing different locations, colors, or even anchor text on your CTAs can change the number of people who click these CTAs to get to a landing page. This can increase the number of people who fill out forms on your website, submit their contact info to you, and “convert” into a lead.
Lower Bounce Rate: If your website visitors leave (or “bounce”) quickly after visiting your website, testing different blog post introductions, fonts, or feature images can reduce this bounce rate and retain more visitors.
Lower Cart Abandonment: Ecommerce businesses see 40% – 75% of customers leave their website with items in their shopping cart, according to MightyCall. This is known as “shopping cart abandonment.” Testing different product photos, check-out page designs, and even where shipping costs are displayed can lower this abandonment rate.
Now, let’s walk through the checklist for setting up, running, and measuring an A/B test.
How to Conduct A/B Testing
Follow along with our free A/B testing kit with everything you need to run A/B testing including an test tracking template, a how-to guide for instruction and inspiration, and a statistical significance calculator to see if your tests were wins, losses, or inconclusive.
Before the A/B Test
1. Pick one variable to test.
As you optimize your web pages and emails, you might find there are a number of variables you want to test. But to evaluate how effective a change is, you’ll want to isolate one “independent variable” and measure its performance — otherwise, you can’t be sure which one was responsible for changes in performance.
You can test more than one variable for a single web page or email; just be sure you’re testing them one at a time.
Look at the various elements in your marketing resources and their possible alternatives for design, wording, and layout. Other things you might test include email subject lines, sender names, and different ways to personalize your emails.
Keep in mind that even simple changes, like changing the image in your email or the words on your call-to-action button, can drive big improvements. In fact, these sorts of changes are usually easier to measure than the bigger ones.
Note: There are some times when it makes more sense to test multiple variables rather than a single variable. This is a process called multivariate testing. If you’re wondering whether you should run an A/B test versus a multivariate test, here’s a helpful article from Optimizely that compares the two.
2. Identify your goal.
Although you’ll measure a number of metrics for every one test, choose a primary metric to focus on — before you run the test. In fact, do it before you even set up the second variation. This is your “dependent variable.”
Think about where you want this variable to be at the end of the split test. You might state an official hypothesis and examine your results based on this prediction.
If you wait until afterward to think about which metrics are important to you, what your goals are, and how the changes you’re proposing might affect user behavior, then you might not set up the test in the most effective way.
3. Create a ‘control’ and a ‘challenger.’
You now have your independent variable, your dependent variable, and your desired outcome. Use this information to set up the unaltered version of whatever you’re testing as your “control.” If you’re testing a web page, this is the unaltered web page as it exists already. If you’re testing a landing page, this would be the landing page design and copy you would normally use.
From there, build a variation, or a “challenger” — the website, landing page, or email you’ll test against your control. For example, if you’re wondering whether including a testimonial on a landing page would make a difference, set up your control page with no testimonials. Then, create your variation with a testimonial.
4. Split your sample groups equally and randomly.
For tests where you have more control over the audience — like with emails — you need to test with two or more audiences that are equal in order to have conclusive results.
How you do this will vary depending on the A/B testing tool you use. If you’re a HubSpot Enterprise customer conducting an A/B test on an email, for example, HubSpot will automatically split traffic to your variations so that each variation gets a random sampling of visitors.
5. Determine your sample size (if applicable).
How you determine your sample size will also vary depending on your A/B testing tool, as well as the type of A/B test you’re running.
If you’re A/B testing an email, you’ll probably want to send an A/B test to a smaller portion of your list to get statistically significant results. Eventually, you’ll pick a winner and send the winning variation on to the rest of the list. (See “The Science of Split Testing” ebook at the end of this article for more on calculating your sample size.)
If you’re a HubSpot Enterprise customer, you’ll have some help determining the size of your sample group using a slider. It’ll let you do a 50/50 A/B test of any sample size — although all other sample splits require a list of at least 1,000 recipients.
If you’re testing something that doesn’t have a finite audience, like a web page, then how long you keep your test running will directly affect your sample size.
You’ll need to let your test run long enough to obtain a substantial number of views, otherwise it’ll be hard to tell whether there was a statistically significant difference between the two variations.
6. Decide how significant your results need to be.
Once you’ve picked your goal metric, think about how significant your results need to be to justify choosing one variation over another. Statistical significance is a super important part of A/B testing process that’s often misunderstood. If you need a refresher on statistical significance from a marketing standpoint, I recommend reading this blog post.
The higher the percentage of your confidence level, the more sure you can be about your results. In most cases, you’ll want a confidence level of 95% minimum — preferably even 98% — especially if it was a time-intensive experiment to set up. However, sometimes it makes sense to use a lower confidence rate if you don’t need the test to be as stringent.
Matt Rheault, a senior software engineer at HubSpot, likes to think of statistical significance like placing a bet. What odds are you comfortable placing a bet on? Saying “I’m 80% sure this is the right design and I’m willing to bet everything on it” is similar to running an A/B test to 80% significance and then declaring a winner.
Rheault also says you’ll likely want a higher confidence threshold when testing for something that only slightly improves conversation rate. Why? Because random variance is more likely to play a bigger role.
“An example where we could feel safer lowering our confidence threshold is an experiment that will likely improve conversion rate by 10% or more, such as a redesigned hero section,” he explained.
“The takeaway here is that the more radical the change, the less scientific we need to be process-wise. The more specific the change (button color, micro copy, etc.), the more scientific we should be because the change is less likely to have a large and noticeable impact on conversion rate.”
7. Make sure you’re only running one test at a time on any campaign.
Testing more than one thing for a single campaign — even if it’s not on the same exact asset — can complicate your results. For example, if you A/B test an email campaign that directs to a landing page at the same time that you’re A/B testing that landing page … how can you know which change caused the increase in leads?
During the A/B Test
8. Use an A/B testing tool.
To do an A/B test on your website or in an email, you’ll need to use an A/B testing tool. If you’re a HubSpot Enterprise customer, the HubSpot software has features that let you A/B test emails (learn how here), calls-to-action (learn how here), and landing pages (learn how here).
For non-HubSpot Enterprise customers, other options include Google Analytics’ Experiments, which lets you A/B test up to 10 full versions of a single web page and compare their performance using a random sample of users.
9. Test both variations simultaneously.
Timing plays a significant role in your marketing campaign’s results, whether it’s time of day, day of the week, or month of the year. If you were to run Version A during one month and Version B a month later, how would you know whether the performance change was caused by the different design or the different month?
When you run A/B tests, you’ll need to run the two variations at the same time, otherwise you may be left second-guessing your results.
The only exception here is if you’re testing timing itself, like finding the optimal times for sending out emails. This is a great thing to test because depending on what your business offers and who your subscribers are, the optimal time for subscriber engagement can vary significantly by industry and target market.
10. Give the A/B test enough time to produce useful data.
Again, you’ll want to make sure that you let your test run long enough in order to obtain a substantial sample size. Otherwise, it’ll be hard to tell whether there was a statistically significant difference between the two variations.
How long is long enough? Depending on your company and how you execute the A/B test, getting statistically significant results could happen in hours … or days … or weeks. A big part of how long it takes to get statistically significant results is how much traffic you get — so if your business doesn’t get a lot of traffic to your website, it’ll take much longer for you to run an A/B test.
In theory, you shouldn’t restrict the time in which you’re gathering results. (Read this blog post to learn more about sample size and timing.)
11. Ask for feedback from real users.
A/B testing has a lot to do with quantitative data … but that won’t necessarily help you understand why people take certain actions over others. While you’re running your A/B test, why not collect qualitative feedback from real users?
One of the best ways to ask people for their opinions is through a survey or poll. You might add an exit survey on your site that asks visitors why they didn’t click on a certain CTA, or one on your thank-you pages that asks visitors why they clicked a button or filled out a form.
You might find, for example, that a lot of people clicked on a call-to-action leading them to an ebook, but once they saw the price, they didn’t convert. That kind of information will give you a lot of insight into why your users are behaving in certain ways.
After the A/B Test
12. Focus on your goal metric.
Again, although you’ll be measuring multiple metrics, keep your focus on that primary goal metric when you do your analysis.
For example, if you tested two variations of an email and chose leads as your primary metric, don’t get caught up on open rate or clickthrough rate. You might see a high clickthrough rate and poor conversion rates, in which case you might end up choosing the variation that had a lower clickthrough rate in the end.
13. Measure the significance of your results using our A/B testing calculator.
Now that you’ve determined which variation performs the best, it’s time to determine whether or not your results statistically significant. In other words, are they enough to justify a change?
To find out, you’ll need to conduct a test of statistical significance. You could do that manually … or you could just plug in the results from your experiment to our free A/B testing calculator.
For each variation you tested, you’ll be prompted to input the total number of tries, like emails sent or impressions seen. Then, enter the number of goals it completed — generally you’ll look at clicks, but this could also be other types of conversions.
The calculator will spit out the confidence level your data produces for the winning variation. Then, measure that number against the value you chose to determine statistical significance.
14. Take action based on your results.
If one variation is statistically better than the other, you have a winner. Complete your test by disabling the losing variation in your A/B testing tool.
If neither variation is statistically better, you’ve just learned that the variable you tested didn’t impact results, and you’ll have to mark the test as inconclusive. In this case, stick with the original variation — or run another test. You can use the failed data to help you figure out a new iteration on your new test.
While A/B tests help you impact results on a case-by-case basis, you can also apply the lessons you learn from each test and apply it to future efforts.
For example, if you’ve conducted A/B tests in your email marketing and have repeatedly found that using numbers in email subject lines generates better clickthrough rates, you might want to consider using that tactic in more of your emails.
15. Plan your next A/B test.
The A/B test you just finished may have helped you discover a new way to make your marketing content more effective — but don’t stop there. There’s always room for more optimization.
You can even try conducting an A/B test on another feature of the same web page or email you just did a test on. For example, if you just tested a headline on a landing page, why not do a new test on body copy? Or color scheme? Or images? Always keep an eye out for opportunities to increase conversion rates and leads.
Learn how to best carry out some of the steps above using the free ebook below.
BORIS Johnson and his fiancée face being torn apart for weeks by the coronavirus crisis.
Mum-to-be Carrie Symonds has been in enforced separation from the PM since he tested positive for the disease three days ago.
⚠️ Read our coronavirus live blog for the latest news & updates
Carrie Symonds is agonising over whether to move back to No10 after Boris Johnson gets the all-clearCredit: Getty ImagesAnd she is now agonising over whether to move back into Downing Street after her future husband is given the all-clear.
Government advisers have warned that Westminster is a hotbed for the raging virus – with three Cabinet ministers and several officials already in self-isolation.
Ms Symonds, 32, who is about six months pregnant, left Downing Street at least ten days ago and has been self-isolating in her £1.2million home in South London.
The couple will be kept apart until Mr Johnson until he passes the infectious period towards next weekend.
But even then she has doubts about moving back into the PM’s official residence while the pandemic is nearing its peak.
A source said: “Like millions of other people, Boris and Carrie are finding their lives badly disrupted by the coronavirus outbreak.
“They long to be together but the stay at home rules apply to them like everyone else.
“Some pals have told her she’s best staying well away from No 10 for the foreseeable future. It’s a tough call.
“Even when Boris is given the all-clear, it might be risky to move back in with all the people working there who have shown symptoms.”
CORONAVIRUS CRISIS – STAY IN THE KNOWDon’t miss the latest news and figures – and essential advice for you and your family.To receive The Sun’s Coronavirus newsletter in your inbox every tea time, sign up here.
To follow us on Facebook, simply ‘Like’ our Coronavirus page.
Get Britain’s best-selling newspaper delivered to your smartphone or tablet each day – find out more.
The PM chaired the No10 morning Covid-19 meeting by video link yesterdayCredit: AFPBORIS LEADING BATTLE
Mr Johnson will be working 24/7 leading the fight against the pandemic and the couple are resigned to seeing much less of each other in the weeks ahead.
Experts say unborn babies are unlikely to be exposed to coronavirus and there is no evidence of an increased risk of miscarriage for pregnant women.
It is unlikely Mr Johnson would be able to move into Ms Symonds’s apartment for security reasons, let alone his workload.
A No 10 spokesman on Saturday night declined to discuss where Mr Johnson’s future wife is staying – or her future residency plans.
Business Secretary Alok Sharma on Saturday insisted there are “no gaps in Government” despite Mr Johnson and three key figures entering self-isolation over coronavirus.
He said the PM is still “leading the response from the front” – behind closed doors in Downing Street – after testing positive.
TOP TEAM HIT
Scottish Secretary Alister Jack earlier announced he was following guidance and self-isolating after developing mild symptoms, although he has not been tested.
Both the PM and Health Secretary Matt Hancock are confirmed cases while England’s chief medical officer Professor Chris Whitty is self-isolating with symptoms.
Mr Sharma stepped up to take the daily coronavirus press conference after Covid-19 struck at the heart of Government, affecting the key figures tackling the outbreak.
He said: “The Prime Minister has had mild symptoms but he’s absolutely leading the response from the front.
“I want to be very clear about that, there are no gaps in Government. We are collectively all working very hard, led by the Prime Minister.”
1 Boris Johnson announced on Friday that he had tested positive for coronavirusPM CRITICISED
Despite being sealed into his flat above 11 Downing Street, the PM held a video conferencing call on Saturday.
Mr Johnson has been accused of failing to follow his own social distancing rules after key lieutenants followed him into self-isolation over the virus.
The criticism of the 55-year-old Prime Minister, who had a high temperature and persistent cough, is only likely to be amplified by Mr Jack developing symptoms.
Mr Johnson sat next to the MP for Dumfries and Galloway as he took Scottish questions at the despatch box in the House of Commons on Wednesday.
Mr Hancock was to the Scottish Secretary’s other side on the front bench as they gathered ahead of Prime Minister’s Questions.
On Saturday, Mr Jack announced he had developed a mild temperature and a cough “in the past 24 hours” and would continue working from home.
He had travelled back to his constituency as Parliament closed because of the pandemic on Wednesday.
Concerns are rife over which other key figures could be affected, with Chancellor Rishi Sunak having been with the PM shortly before he tested positive.
Cabinet Secretary Sir Mark Sedwill was also with Mr Johnson, Mr Hancock and Prof Whitty at a Cabinet meeting on Tuesday.
Neither the Chancellor nor Sir Mark had displayed symptoms by Friday night so they had not been tested and were not in isolation.
The PM and Mr Hancock were only showing “mild symptoms” but will have to spend seven days in isolation.
Mr Johnson noticed symptoms on Thursday afternoon before receiving test results at midnight.
IT’LL BE ALL WRITEPM pens letter to 28m homes & vows to help them beat coronavirus crisisSTAY AT HOMEPolice get powers to fine Brits up to £1000 for being outside homesSELL-BY DATEMPs call for Sunday trading laws to be axed during coronavirus outbreakLatestcorona cabinetBoris & Hancock have coronavirus and now Chief Medical Officer has symptomsDELIVER THE GOODS50,000 food boxes sent to vulnerable Brits stuck inside during lockdownExclusiveCORBYN-OUSTASSir Keir Starmer urged to ditch Jeremy Corbyn allies if elected Labour leader
On Saturday the death toll topped 1,000 after the biggest day-on-day leap in fatalities since the outbreak.
The jump in Covid-19-related deaths in the UK from 759 to 1,019 is an increase of 260.
More than 120,000 coronavirus tests have taken place, with more than 17,000 positive results.
This Morning Dr Sara Kayat on pregnant Carrie Symonds after Boris Johnson tests positive for coronavirus
There are few times more exciting in a company than during a product launch. Anticipation brews and a sense of optimism emerges around the prospect of a growth in market share.
Still, a question always arises when a new product launches: do enough people know about this product launch for it to be successful?
There are multiple avenues to communicate through during a product launch — ads, social media, PR, and blog promotion, to name a few. Yet one of the most underrated and effective communication methods to alert internal and external stakeholders is a product launch email.
Not only can product launch emails be used for raising awareness of the product launch outside of your company, but they can also be used to communicate vital information about the launch to those inside of your company.
In this post, we’ll walk you through the steps for writing three different types of product launch emails, include some suggestions for your product launch email subject lines, and outline the ideal product launch email sequence.
Featured Resource: Product Marketing Email Templates [Download Now]
HubSpot’s Free Product Marketing Kit is full of the organizational templates you’ll need to spread the word about your product, including email templates. Why waste time starting from scratch? Click here to download the templates.
Internal Product Launch Email
You’ll want to share an internal product launch email with your entire company on either the day of or prior to your product launch. With this email, you’ll want to turn all of the employees at your company into an enthusiastic, well-informed word-of-mouth marketing team by providing them with:
An overview of the product.
Why employees should be excited about it.
“Lazy copy” for email and social media that employees can copy and paste.
Here’s an outline of an internal product launch email. You can also download it as a template with more details.
1. Subject Line and Preview Test. Keep the subject line at or under 12 words. We’ll provide a list of examples below.
2. Greeting and Tl;dr. Just like you, the employees at your company are busy, so capture their attention with a quick hello and a 1-2 sentence overview on the product launch.
3. What is it? Give your readers the very basic info on your product, like what it’s called, what it does, when it’s available to the public, and how much it costs. You should also include an image so readers have a visual reference.
4. Why it Matters. Why should your employees be excited about this launch? You can go a little more in-depth here, so explain what void this product fills in the market and what opportunity you’re seizing on to expand your market share, delight more users, and expand your customer base.
Some questions you can answer in this section are:
Does this update address a common customer complaint?
Are you bringing your product up to par for the market you’re in?
Do you have statistics or revenue projections to prove the importance?
5. How it Works. In this section, give a brief overview of the steps required to get or use this product/feature. How do your customers sign up? Are there any usage limitations? Anticipate frequently asked questions — particularly from salespeople, marketers, account managers, and support reps — and try to reduce confusion upfront.
6. Who It’s For. If you haven’t already covered it, say who the intended audience for this product is, or if any users will automatically see this new feature. This section is particularly important for regional or language-specific products.
7. Where to Go With Questions. Provide the contact info and name of the person or people who are best equipped to answer any questions about the product, its launch, or its promotion.
8. Lazy Copy. You’ll want to make it as simple as possible for employees to share the product launch over email or social media. Provide sample text and URLs that can be copied and pasted — or better yet, pre-made social links from a site like Share Link Generator.
Here’s an example of lazy copy for every situation.
Twitter: We’ve just launched [Product Name] here @[Company Name]! This new feature will let you [List Main Benefit]. Click here to learn more about it >> [Insert URL].
LinkedIn: It’s an exciting day here at [Company Name]! Today, we’re announcing our launch of [Product Name] – a new product that [List One or Two Major Benefits or Features].We’re thrilled to finally share this with our customers. Learn more at our website, and reach out to me if you have any questions about the new product! [Insert Product Page URL]
Hi [First Name], Exciting news! I’m reaching out to let you know that [Company Name] has just launched our new [Product Name]. This feature will [List One or Two Major Benefits or Features].If you’ve been struggling with [Issue this Product Solves], I think [Product Name] would be a big help. If you’re interested in learning more about it, feel free to reach out to me to set up some time to chat. You can also learn more about it on our website here >> [Insert Link].Let me know if you have any questions or want to talk more.Thanks![Your Name]
Internal Product Launch Email Subject Lines
Need a good email subject line for your internal product launch announcement email? Try one of these on for size.
It’s Time! [Product] is now live. Click to learn more!
We just launched [Product] – And we need your help
[NOW LIVE]: [Product] is available to the public
[Product] launches today. Here’s what you need to know.
The moment you’ve all been waiting for: [Product] is here.
[PLEASE READ]: Everything you need to know about [Product].
[Product] goes live today. Help us spread the word!
Internal Product Launch Update Email
The internal product launch update email is best shared with direct stakeholders in the product launch. For example: product marketers, product managers, designers, and social & PR.
These emails should be sent routinely leading up to the official product launch (every week, every other week, etc.) and provide readers with actionable steps on what has happened since your last email, what needs to be done, and whether or not you’re on track for launch.
Here’s an outline of what your internal product launch update email should look like. You can also download it as a template with more details.
1. Subject Line and Preview Text. Keep the subject line at or under 12 words. We’ll provide a list of examples below.
2. Days Until Product Launch. Reiterate the scheduled date of the product launch in addition to how many days remain.
3. Major Updates. List out any major updates that have occured between the previous email and this one. For example: a bug was fixed, final designs were approved, or you secured placement in a leading circuit on announcement day.
4. Resources. Link out to shared documents, the campaign planning spreadsheets, or any other resources that your team may need to reference this week.
5. Progress Against Goals. Remind your team of the overarching campaign goals in this section and provide a status update (complete, meeting, exceeding, or lagging).
6. Updates by Team. Run through brief status updates and developments from each team. This is also a great place to share each team’s focus for the upcoming week.
7. Questions or Comments. Encourage recipients to reach out to you directly with any questions.
Internal Product Launch Update Email Subject Lines
Choose a subject line for your internal product launch update emails and make it the standard for whenever you send out your updates.
[Date] Bi-weekly [Product Name] Update
[#] Days Until [Product]: This Week’s Update
[Product] Launch Status: Today’s Action Items
New from [Company]: A Solution for [Main Problem]
[Product]: A Solution to Your [Problem]
Available Now: [Product], the Solution to [Problem]
[Product] is Now Available. Here’s How You Can Get it.
Problems With [Problem]? Try [Product] – New from [Company]
At Last – A Solution to Your [Problem]
Meet [Product]: A New Product to Help You [Benefit]
External Product Launch Email
The time has come to share your exciting new product with the world.
If you have an established list of loyal contacts in your CRM, create a list of the recipients you think would benefit from the product launch email. While you can send out a mass email to all of your contacts, it makes sense to group your contacts together by their lifecycle stage or their interests so that you’re prioritizing customers who would be most interested or ready for your new product.
Here’s how you might want to format an email to your contacts to encourage them to buy or learn more about your new product.
1. Subject Line and Preview Text. Keep the subject line at or under 12 words. We’ll provide a list of examples below.
2. Greeting and tl;dr. Like your fellow employees, your customers are also very busy. Don’t bury the lede — start the email off with the big news! Buzzwords like “new,” “big news,” or “now available” would be good to implement here, alongside a quick overview of what the product is called, what it does, and an image of the product.
3. Overview of the Product. Provide a high-level summary of what the product is, why it was made, and what it does.
4. Key Features. List the key features or benefits of this offer. If you have a product demo video, you may want to link to it here.
5. Call-to-Action. Leave your contacts with an actionable next step. Do you want them to reply to you with questions? Sign up for a demo? Check out the new product page on your website? Whatever your desired next step is, make it abundantly clear with a link or by bolding the action.
External Product Launch Email Subject Lines
Want to grab the attention of your contacts? Try one of these product launch email subject lines:
New from [Company]: A Solution for [Main Problem]
[Product]: A Solution to Your [Problem]
Available Now: [Product], the Solution to [Problem]
[Product] is Now Available. Here’s How You Can Get it.
Problems With [Problem]? Try [Product] – New from [Company]
At Last – A Solution to Your [Problem]
Meet [Product]: A New Product to Help You [Benefit]
Product Launch Email Sequence
To spread the word for your product launch more efficiently, consider enrolling your contacts into an email sequence in your email marketing software. Here are the steps you might want to follow:
Internal Product Launch Email Sequence
Introductory Email: Alert the employees the product development is in progress and why.
Pre-Launch Email: Let employees know when the product is set to be launched and what is expected of them on launch day.
Launch Day Email: On the day of the product launch, alert all employees the product is available to the public and provide share links.
Follow-up Email: After some time has passed, send employees an update of your performance against goals, and a reminder of how employees can help the product launch be more successful.
External Product Launch Email Sequence
When you want to build anticipation among your contacts, consider an external product launch email sequence. This can be used to gradually increase your prospects’ interests before and after the product comes out.
Remember: you may only want to enroll people in this sequence that meet certain qualification criteria.
1. Pre-Announcement Email. This email comes once you feel the product is in a good place and you’re comfortable announcing its release date to the public. It should include a basic description of the product in addition to an expected time frame. We’d suggest not identifying an official launch date unless you are absolutely confident the date you have chosen is accurate — you never know what could go wrong between now and then, so it’s best to play it safe.
2. Announcement Email. This email should be the official email announcement of your product. We’ve outlined what should be included in this email in the section above, but remember to keep the content in this email short, informative, and actionable.
3. Follow-Up Email. This email should be sent to the contacts you feel would be a good fit for your new product but didn’t follow up with your original email. Kindly remind them that you think they would benefit from this new product and you’re excited to hear if they’re interested.
How to Know When to Delay a Product Launch
To understand when, and why, you might hold off on a product launch, I spoke with Alex Girard, a Product Marketing Manager at HubSpot. Girard told me there are three key reasons why you might want to delay a product launch, including:
When your product itself isn’t ready, and you need to change your timeline to create the best customer experience possible.
If a situation occurs where your current customers are having a less than optimal experience with one of your current products. Before launching and promoting a new product, you should make sure your current customers are satisfied with your existing product offering.
If something occurs on an international, national, state, or local level that requires your audience to readjust their priorities and shift focus away from your company and its product launch. Make sure that when the time comes to launch, your target audience is ready to learn about your new product.
Product Launch Email Templates
Remember, you can save time by using product launch planning and email templates. You can download free product marketing email templates here in our Product Marketing Go-To-Market Kit.
LEWIS HAMILTON has posted younger brother Nicolas the type of cheeky birthday message only close siblings could – and wished him “a very special quarantine day”.
The six-time F1 champion tweeted greetings to the “club totting, big bald bubble head” – with a picture of the pair smiling as toddlers.
1 Leis Hamilton says he has loved his brother Nicolas since the day his younger sibling was bornCredit: Getty Images – GettyTo my little brother, you are a club totting, big bald bubble head who can only count to ten when he’s barefoot or wearing sandals (cool runnings quote) happy birthday brother. Loved you since the day you was born! Have a very special quarantine day, make the most of it 🙏🏾 pic.twitter.com/8WoD6oFtx6— Lewis Hamilton (@LewisHamilton) March 28, 2020
And in case Nicolas was a bit off track with the general tone of the message, Lewis revved it up.
He joked that the British Touring Car Championship driver, who was 28 on Saturday, “can only count to ten when he’s barefoot or wearing sandals”.
But Lewis put the brakes on the friendly abuse by adding: “Loved you since the day you were born!
“Have a very special quarantine day, make the most of it.”
Reigning champ Lewis’s future at Mercedes has just been plunged into deeper doubt after ex-Formula One chief executive Bernie Ecclestone revealed team chief Toto Wolff might join Aston Martin.
Lewis, 35, will be out of contract whenever the 2020 season ends, having previously suggested Wolff staying would be key to him remaining too.
RACE OFFWhat F1 races have been cancelled due to coronavirus and when does season start?CALLED OFFCoronavirus in Sport: What events has the deadly virus cancelled?GOTO WOLFF?Hamilton’s Mercedes future in doubt after bombshell that boss Wolff could leaveRED FLAGVettel ‘left Australia at 3am on Friday’ before grand prix was finally cancelledCommentFRENCH HOSTF1 should ditch Canada and stage first Grand Prix in France… and have 3 races
But for Nicolas his battle on the track is altogether different.
He was confirmed last month as fourth Team HARD driver in a Volkswagen CC, so keeping his ROKiT sponsorship.
Nicolas, who has cerebral palsy, has always rejected financial help from Lewis to forge his own racing career in specially-adapted car.
Lewis Hamilton urges people to wash their hands to avoid catching contagious coronavirus
When I moved to Chicago two years ago, I knew very little about the city and my new neighborhood. As I got comfortable and established myself as a new Wrigleyville resident, I made a very important friend in Google.
Google helped me find the businesses, vendors, and specialists I needed in a new city — from a hair salon and gym to an appliance repairman and locksmith. But Google couldn’t have helped me discover these folks without those businesses investing in local marketing.
Did you know that 97% of people learn more about a local company online than any other medium? In fact, 88% of mobile online searches for local businesses result in either a call or business visit within one day.
If your business caters to a local audience, has several service areas, and/or has a brick and mortar location, local marketing is a must-need strategy. In this guide, we break down local marketing and a slew of helpful strategies to help you get started.
What is local marketing?
Local marketing is a marketing strategy that targets consumers and customers within a certain radius of the physical location(s) of a business. Local marketing is also known as neighborhood marketing or local store marketing.
If you have at least one brick-and-mortar business location (this applies to both local businesses and chains), local marketing is a marketing strategy you should consider adding to your arsenal. Local marketing can work for any brand that has a physical location, but it’s especially important for locally-based businesses whose primary business happens in-person (versus online, where consumers in any location can make purchases).
Local marketing allows you to hone your resources on a select audience — one that can actually respond to and shop from your digital and print advertisements.
The key to successful local marketing is accurately defining your buyer personas. This process helps you better understand your target audience’s demographic and psychographic information, including their geographic location(s). This location data is how you can pinpoint where you can funnel your local marketing energy.
Create official, customizable buyer persona profiles with HubSpot’s free, intuitive buyer persona generator.
If local marketing sounds like an approach you’d like to apply to your own business, make note of these strategies. You may be able to attract new local customers by implementing these for your company. (Hey, sometimes small local businesses have the biggest viral marketing campaigns.)
Local Marketing Strategies
Confirm your website is mobile-friendly.
Localize your website.
Claim your local listings on third-party websites and directories.
Invest in local SEO.
Localize your paid advertising.
Go local on social media.
Be active in your community.
Don’t forget your local media.
Leverage your ecommerce activity.
Here are 9 local marketing tactics that you can use to attract new business from your local area and surrounding neighborhoods. Don’t hesitate to combine these strategies to strengthen the impact of your local marketing.
1. Confirm your website is mobile-friendly.
You probably aren’t surprised that over half of worldwide internet traffic happens on mobile devices.
But did you know that 61% of mobile searchers are more likely to contact a local business if they have a mobile-friendly site? A mobile-friendly site is critical to attracting new business, especially local customers.
Mobile-friendly sites load seamlessly when accessed on a mobile device. They often show bigger text, form fields, menus, and buttons, making it easier to browse site information on the go.
Before you embark on these local marketing strategies, confirm your website is mobile-friendly. If you’re not sure about your own site’s mobile responsiveness, use Google’s Mobile-Friendly Test tool.
Discover HubSpot CMS — the first and only combined CMS and CRM that offers the ability to easily build and manage a website optimized for every device and every visitor.
2. Localize your website.
Localizing your website involves making your web content relevant to your local audience and consumer base. First, add location-based terms to your website. For example, instead of “vegan bakery,” your homepage could read “best vegan bakery in Wrigleyville”.
Localize your web content wherever relevant, and keep this language consistent between your website, social media, and digital ads.
Secondly, add location pages to your website. This is especially important if you have more than one brick and mortar location. These pages publish your business name, address, phone number, and other relevant store information; they also help you rank on local SERPs.
3. Claim your local listings on third-party websites and directories.
There are numerous third-party websites, directories, and review sites that highlight local businesses and educate consumers on where to shop. As a local business, you don’t want to miss out on this traffic (both digital and foot).
These sites are important for SEO and search intent purposes; for example, consistency between your name, address, and phone number information (referred to as NAP) is extremely important, and these directories help you establish that online.
The most important listing you’ll want to claim is Google My Business. This will allow your business information to show up accurately when people search for your name, industry, products, or all the above.
This process will also equip customers to start leaving you reviews — another critical component of drumming up local business. Visit Yelp, Yellow Pages, Better Business Bureau (BBB), and Foursquare to claim/create these listings, too. Tools like Moz Local simplify this process so you don’t have to do it manually.
Depending on your industry, there may even be service-specific ones you can list on, such as Niche.com or GreatSchools.org.
Setting up these listings legitimizes your business’s online presence and improves your search engine rankings. Most importantly, however, these websites also fuel word-of-mouth marketing — today’s strongest marketing strategy by far.
4. Invest in local SEO.
Local searches lead 50% of mobile users to visit stores within 24 hours. But this wouldn’t be possible without local SEO. Local SEO is optimizing your website to rank for locally-relevant terms and keywords. Google Trends is a helpful tool here for identifying what terms are popular in your location and for your industry.
In addition to localizing your website, create local content. Promote local gatherings, neighborhood events, and industry listings from your area. This type of content helps localize your website and paint you as a local authority.
5. Localize your paid advertising.
Local advertising is another powerful way to reach your local audiences. Not only does this strategy target specific audiences and personas (hint: based on their location), but it also involves adding relevant keywords to your ad content.
Include terms like your city or neighborhood to your listings and incorporate location data where possible.
6. Go local on social media.
Social media is arguably the quickest and most efficient way to connect with local and global shoppers alike. Most social platforms provide plenty of localization options, from setting a location in your profile to tagging the location of each post.
You can also share local hashtags in the caption or comments.
7. Be active in your community.
People are proud of the cities, towns, and neighborhoods they live in, including their local businesses and organizations. When you support your community as a business and employer, your community is likely to support you, too.
Get active with non-profit activities, local sports teams, community school events, county fairs or expositions. If you can’t physically attend, consider sponsoring an event to get more eyes on your brand name.
8. Don’t forget your local media.
Local news consumption is still alive and well. Consumers trust local media to keep them updated about their communities and neighborhoods, and that includes business and economy-related information.
Invest in radio advertising, take out an advertisement in the local newspaper or find your way on your town’s morning news show. Whether you’re marketing your grand opening or simply want to get your brand name out there, any exposure through the local media can help bring new customers to your door.
9. Leverage your ecommerce activity.
Ecommerce and local marketing don’t have to be mutually exclusive; both can bring in new business and provide excellent experiences for your customers. In fact, you can use ecommerce to boost your local business (and vice versa).
For example, consider offering an in-store coupon for every online purchase or providing free in-store pickup or returns. These strategies get customers in the door and browsing your store — even those who discovered you online.
Local Marketing Ideas
Distribute local print marketing materials.
Become a local sponsor.
Invest in booth space at local events.
Hold a contest on social media.
Use a sidewalk sign.
Set up a suggestion box.
These local marketing ideas put the above strategies to work. Consider adding some of these ideas to your next round of marketing efforts.
1. Distribute local print marketing materials.
Design and print high-quality business cards, postcards, and flyers — even car magnets. Not only will these be a physical piece of your brand for customers to hold onto, but they can equip your customers with the tools to market on your behalf. Bonus: Include a small discount or freebie coupon on your business card to bring customers back.
2. Become a local sponsor.
Get your business name in front of new customers by sponsoring a local sports team, school event, or non-profit fundraiser. This strategy allows you to showcase your brand on signage, marketing materials, and even uniforms.
3. Invest in booth space at local events.
Another way to get new eyes on your business is by purchasing a booth at a local event. The price for booths range depending on the event and anticipated attendance, but it’s always a good investment — you can give away branded merchandise and connect with more members of your local community.
4. Hold a contest on social media.
Use digital channels like social media to increase your foot traffic. Consider holding a contest through which participants can enter on social media and collect their prize in person. You can also offer discounts or free giveaways if shoppers engage with your social media profiles, share their purchases, or tag the business on Facebook or Twitter.
5. Use a sidewalk sign.
Nothing gets the attention of local shoppers like signage. Set up a sidewalk sign outside your business to attract shoppers that are walking or driving by. Be sure to include your business name, “open”, and perhaps your business hours. Another option here is billboard advertising, especially if you’re marketing in a heavily trafficked area.
6. Set up a suggestion box.
You’ll never know how to better attract customers if you don’t ask them. Set up a suggestion box in your business to give visitors an anonymous way to share feedback about their experience. Check this box weekly and implement anything new you may learn.
Local Marketing Helps You Grow Better
Local marketing helps you reach new audiences, boosts your search rankings and online traffic, and helps establish your business in your local community. Invest in these local marketing strategies to bring new customers in your doors today.
Originally published Mar 25, 2020 7:30:00 AM, updated March 25 2020
Don’t forget to share this post!
PREMIER LEAGUE is among a number of sporting competitions that have been suspended until further notice, as coronavirus continues to spread across the UK.
And now with the public facing a period off work, they may be wondering why they are paying for a Sky Sports subscription when only re-runs and old events are being shown.
⚠️ Read our coronavirus live blog for the latest news & updates
Sky are allowing customers to pause their Sky Sports subscription with a lack of live action currently on their channelsCredit: Getty – ContributorHere’s just how you can pause your subscription while COVID-19 is still around.
How can I pause my Sky Sports subscription?
Sky Sports is most famous for showing Premier League football and Formula 1 racing – but both of these are currently suspended for at least a month.
The English top flight is postponed until at least April 30, while F1 is currently looking at June 7’s Azerbaijan Grand Prix as its season opener.
Due to this, Sky are allowing customers to pause their subscription without any cost as your next bill will show £0 for the sports package – while you will still need to pay for the rest of your bundle.
And even better, you can still watch all of the 11 Sky Sports channels after pausing it, so enjoy all the sporting replays.
To do this, you can call 0800 151 2747, say “cancel Sky Sports” and it will ask if you wish to pause your Sky Sports subscription.
Alternatively, you can visit Sky’s website and follow the instructions.
But this option is only for Sky customers with Virgin Media currently not giving their subscribers the option to pause.
If you pay for Sky Sports then call 0800 151 2747 and say ‘cancel Sky sports’ when prompted and it will ask you if you want to pause your subscription until normality returns. All sports channels remain available. It takes about 30 seconds.— Martin Williamson (@mogodonman) March 21, 2020
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How much does a Sky Sports subscription cost?
If you are looking for when the action returns, Sky are currently offering an 18-month contract of all Sky Sports channels for £23 a month.
Meanwhile, if you are Virgin Media customer, you can add Sky Sports for £31.75 a month.
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When will the Premier League return?
Currently, Premier League will not be back until at least April 30.
The return date has already been changed from April 3, with discussions expected next month to decide if the new slot is feasible with coronavirus yet to peak in UK.
To create the optimal customer experience, it’s undeniably critical your sales and marketing teams are well-aligned.
If you don’t, your prospects will suffer.
For instance, imagine this: your prospect has been researching a new video conferencing tool for weeks.
She’s finally found one company she’s extremely interested in — yours.
Before calling a sales rep, your prospect decides to read numerous blog posts on your website. She also downloads an ebook, watches your company’s YouTube videos, and even chats in a few of your community forums.
Once your marketing materials have convinced her your product could be a good fit, she decides to call one of your company’s sales rep.
Unfortunately, the sales rep has no background knowledge on the content with which the prospect has already interacted. The sales rep begins a generic introductory sales pitch, not realizing your prospect is almost ready to buy — she just has a few final questions.
This results in a less-than-ideal user experience for your prospect, who won’t feel valued as someone who’s been interacting with your brand’s content for weeks already.
Additionally, it isn’t an ideal experience for your company’s sales or marketing teams, either. If the sales rep was aware of the content with which the prospect has interacted, they’d have an easier time connecting with the prospect and understanding her needs upfront.
Ultimately, well-aligned sales and marketing teams have a major impact on your business’ bottom line. In fact, companies with well-aligned sales and marketing teams generated 208% more revenue from marketing efforts.
However, if your marketing and sales teams are primarily remote or operate out of different locations, it can be more challenging to align the teams than it would be in-person. That’s where good remote leadership comes into play.
Here, I’ve spoken with Debbie Farese, HubSpot’s former Director of Sales Enablement and current Director of Global Web Strategy, and Matt Hambor, HubSpot’s Corporate Sales Manager, to gather insights into how you might align your own distributed marketing and sales teams.
3 Tips for Aligning Distributed Marketing and Sales Teams
1. Ensure your goals are aligned across distributed marketing and sales teams.
Ultimately, to align distributed marketing and sales teams, it’s critical you ensure both teams have clearly identified mutually-beneficial goals.
Debbie Farese told me: “Goal alignment is the best way to ensure sales and marketing teams are aligned, no matter where they sit. For marketing, this means looking at metrics that factor in the quality of leads generated, not just the quantity. Examples are lead-to-qualified-lead rates, close rates, revenue per lead, etc.
Farese added, “For sales, this means committing to working the leads that marketing generates and tracking this along with success in closing deals. Examples are work rates, productivity per rep, etc.”
Ultimately, it’s not enough to say you’ve aligned goals across teams. Instead, you need to prove it, with some of the metrics Farese mentions above. And, whether your team is remote or in-office, you’ll want to continue to foster meetings that allow both teams to pivot if your current strategy isn’t enabling the teams to work hand-in-hand effectively.
For instance, let’s say your sales team has identified “inform customers of new product features” as a major 2020 goal. However, this goal hasn’t been properly communicated with the marketing team.
Undoubtedly, this causes friction for the prospect. A prospect might receive tons of high-quality marketing materials before speaking with a sales rep — including ebooks, blog posts, webinars, newsletters, and YouTube videos — but they’ll feel caught-off guard if most marketing materials don’t mention the product’s new features.
It makes it easier for both your sales and marketing teams to effectively perform their roles if both teams are well-aligned in a few critical goals.
And, most importantly, it makes it easier on your prospects and customers if your teams are aligned. You don’t want your prospects to feel like your company is disorganized, or that they’re receiving disparate information from different teams within your larger organization.
2. Have your marketing team listen to sales calls or join Slack conversations.
If your sales team is largely remote, that likely means your sales reps function primarily via video or conference calls to close deals, rather than in-person customer meetings. This could make it easier to integrate marketing into the sales process, or enable marketing leaders to listen, on occasion, to prospect conversations to ensure the marketing team is delivering relevant content.
For instance, Farese told me, “Through remote work, it’s easier than ever for marketing to listen in on customer and prospect calls to understand their persona even better, develop empathy for sales reps, and get an understanding for what content and messaging really resonates.”
Additionally, Matt Hambor mentioned as a leader of a remote team, it’s critical you “encourage everyone to contribute to communication via Slack, email, or text. If you hear a good idea or success story from a member of your team, encourage them to share it with the larger group.”
This concept can also help align your marketing and sales teams — for instance, you might invite members of your marketing team to your sales team’s Slack channel, so they can take note of customer concerns and successes and consider using those stories as Case Studies or by highlighting the customer in a company newsletter.
3. Create both formal and informal opportunities for sales and marketing to collaborate.
Matt Hambor, who’s been managing a majority remote sales team for over two years, told me a few tactics he’s used to facilitate team bonding and cross collaboration. Hambor says, “Setting clear expectations and being transparent when dealing cross-functionally is critical with any type of collaboration, but even more important when it’s remote.”
You might try implementing a few cross-department virtual meetings once a month, or once a quarter. Hambor’s team, for instance, meets with a HubSpot Marketing Manager once a month for a standup meeting in which both teams are able to ask questions and ensure their priorities are well-aligned.
By ensuring your sales team is able to glean insight into marketing strategies and priorities, you’re ensuring your sales reps have a firm understanding of your prospects’ entire start-to-finish buyer’s journey, so they can better meet prospects wherever, and whenever, they’d like to be met.
Additionally, Hambor mentions he often hosts weekly happy hours, contests within the team, and other more casual events to facilitate team bonding. To align your sales and marketing teams, then, you might try creating a quarterly remote happy hour, trivia game, or cross-department bonding activity.
Ultimately, whether your teams are remote, in-person, or a mixture of both, Hambor says it’s vital as a manager that you show you care about your employees’ well-being. Hambor says, “It’s important you ask how your employees are doing … and actually care. They could be going through things you don’t have exposure to. It’s important you have a genuine interest in their well-being and success. The last thing you want is your remote teammates feeling isolated and insecure reaching out and asking for help.”
Once you’ve implemented some strategies mentioned above, consider sending a survey to your sales and marketing teams to gather insights into other potential opportunities for cross-department collaboration and partnership. Your marketing and sales teams will thank you — and so will your prospects and customers.