Multi-Unit Asset Protection Manager, Kmart, (NJ) The Multi-Unit Loss Prevention Manager is responsible for providing disciplined leadership, including clear expectations and holding the team and self-accountable for results. This position is accountable for conducting the training, detection, investigation, and successful resolution of all internal investigations within the assigned stores. This position is responsible for owning the shrink and safety results for the stores, and for supporting the Loss Prevention Five Play Strategy… Learn moreDistrict Loss Prevention Manager, Kohl’s, (CA) The DLPM develops and implements the loss prevention program for 6 -15 selling locations. The DLPM is responsible for driving results through achievement of goals related to inventory shortage, budget lines, cash variance, and operational compliance. In addition, the DLPM is responsible for the selection and career development of all exempt and non-exempt loss prevention personnel within the assigned locations… Learn moreLoss Prevention & Safety Manager, Lowe’s, (NC) This position implements loss prevention and safety programs, overseeing and coordinating processes to minimize loss while maintaining a safe working and shopping environment. In addition, this position will train and provide mentorship around safety and loss prevention for teams of individual contributors in multiple store locations… Learn more- Sponsor – Loss Prevention Supervisor, Elder-Beerman, (KY) Our Loss Prevention Supervisors work with the regional loss prevention team and store management to improve internal shortage controls, reduce the opportunity for store loss and ensure the safety of customers and associates. Our supervisors coordinate internal investigations and direct in-store training for all of our corporate programs… Learn more Stay UpdatedGet critical information for loss prevention professionals, security and retail management delivered right to your inbox. Sign up now
Related postsLytics now integrates with Google Marketing Platform to enable customer data-informed campaigns14th December 2019The California Consumer Privacy Act goes live in a few short weeks — Are you ready?14th December 2019ML 2019121313th December 2019Global email benchmark report finds email isn’t dead – it’s essential13th December 20192019 benchmark report: brand vs. non-brand traffic in Google Shopping12th December 2019Keep your LinkedIn advertising strategy focused in 202012th December 2019 HomeDigital MarketingHere’s why truth in brand storytelling matters As urban millennials and self-proclaimed nature geeks, we look for brands that reflect who we are. Where we’ve been. What we care about.Brands are catching on — particularly when it comes to environmental responsibility. From Nature Valley granola bars to Seventh Generation cleaning products, corporations are leaning into our generation’s collective call for corporate sustainability.But as scholars and critics have noted, there’s more to being a sustainable brand than adding a recycling symbol to your packaging. We’ve noticed two brands that go beyond greenwashing — with very different approaches.In April 2019, Everlane, a clothing brand known for its approach of “radical transparency,” teamed up with The New York Times to launch a microsite about fact-based climate reporting. The site offers a series of simple climate talking points linked to the New York Times reporting. Then, it asks the reader to purchase a New York Times-branded Everlane sweatshirt. Proceeds from the clothes support New York Times subscriptions for public schools.With this activation, The New York Times and Everlane got some big things right. But they also missed the mark in a few key ways.Throughout the site, the two brands balance their respective voices, seamlessly linking The New York Times’ iconic “Truth” campaign to frank, assertive language from Everlane. The microsite tells a story: table stakes for good brand activism. It’s an unexpected collaboration, but one that makes sense for both brands: one long-committed to fact-based reporting, and the other focused on sustainable, ethical production.The microsite feels right for its customers. The messages arm Everlane’s educated, urban shoppers with talking points for coffee dates and Thanksgiving dinners. The sweatshirts are a uniform for sustainability virtue-signaling. And all of that’s important — because without a compelling reason for a consumer to engage, an activation can’t make an impact.But there’s a disconnect. At the very top of the page, a rotating tagline for The New York Times asserts: “Truth. It affects us all. How we waste. What we buy.” Then, at the bottom, you face a link to buy a $50 sweatshirt.Suddenly, the message feels hollow. After all, isn’t needless consumption part of the problem?If “truth inspires action,” as the site reminds us, how does the action Everlane and The New York Times want their readers to take further the cause they’re highlighting? The short answer: it doesn’t.In comparison, consider Patagonia: a poster child for authentic environmental stewardship. Sustainability is core to their purpose, their promise and their product. Their purpose statement, “We’re in business to save our home planet,” summarizes their commitment to sustainability and good business.Their marketing promises authenticity by giving people new ways to connect with the brand while tangibly delivering on its mission. Notably, Patagonia does not want you to buy excess product – they’d rather customers reuse, resell and share. By accepting trade-in “Worn Wear,” repairing used products in their stores and ultimately extending the life of the products they sell, they send a powerful message about their commitment to sustainability. The classic “Don’t Buy This Jacket” campaign articulated this message succinctly.And while the gear they do sell is sustainable (read: recycled, durable and efficiently produced), their product is bigger than trendy puffers and corporate vests. By offering its customers tangible ways to connect with real causes through its Patagonia Action Works platform, the company creates an opportunity to be part of a lifestyle and community committed to preserving the outdoors, no matter where the consumer actually lives. Calls-to-action across the experience emphasizes pledge-signing, event-going and petition-signing, not just buying.Tying language to action allows Patagonia to truly own their position as an advocate for our planet. Whether you’re an adventurer or not, the approach resonates – because it’s real.Brands win customer loyalty when messaging and experience work together seamlessly. One without the other is either an empty promise, or a missed opportunity. Everlane and The New York Times remind us that it’s not enough to have a call-to-action. That action has to deliver on the story you’re sharing.With a two-pronged approach, Patagonia both talks the talk and walks the walk. We applaud them for their sustained commitment to sustainability that resonates with their customers.The post Here’s why truth in brand storytelling matters appeared first on Marketing Land.From our sponsors: Here’s why truth in brand storytelling matters Here’s why truth in brand storytelling mattersYou are here: Posted on 13th May 2019Digital Marketing FacebookshareTwittertweetGoogle+share
Focus on the patient and better respecting that the patient is a “consumer”Physician practices, clinics and health systems of all sizes are working to make conducting business with their organization easier. In that I mean align or re-align processes, services and innovation to ensure that patients can easily access scheduling, appointments and certainly, payments. While this sounds like an “of course!” statement, most, even leading health systems, don’t properly align these aspects of their organization and operation, thus leaving millions of dollars on the table. For example, ensure your organization offers simple ways to schedule an appointment. Ensure that you are researching – or better yet deploying – “community-based” strategies that offer care where the patient/consumer wants to consume care. Sometimes the best place may be inside the four walls of your organization, but sometimes it may not be. A few proven strategies here include new care settings that are convenient for your community and even a virtual care or telehealth strategy. These can offer new revenue streams and allow practices, clinics and health systems of all sizes to deploy strategies that will allow them to evolve alongside a healthcare system that is embracing value-based medicine, bundled payments and alternative payment models.Other consumer-focused strategies that I see growing quickly are patient navigation and wayfinding to simply and profitably enhance the patient experience (and as we know from research flooding the market, consumers are paying premiums for “experience,” and as our economy shifts, everyone needs to keep an eye on this because you can offer a terrific experience and actually save money by better embracing innovation.The other area that I see exploding for practices, clinics and health systems is around “compassionate collections” and a strong, focused strategy on the patient revenue cycle. Many innovations are hitting this from different angles, but as patients continue to pay for more of their healthcare “tab,” efficiently and effectively managing this process is key to protecting and increasing your organization’s bottom line.Use of innovation to navigate the future of healthcareI see innovation being deployed at every level of service, process and technology. To start, many organizations are focusing on better managing their overall “revenue cycle”. This is best deployed through a technology-enabled service whereas a specific market expertise leverages software automation, “rules” intelligence and robust clinical, financial and administrative reporting. Not only is this important today to optimize an organization’s overall financial health, but it is going to become vital to everyone’s success and preservation as healthcare quickly shifts to new payment and care delivery models, outcomes and quality-based payments and razor thin margins on traditional payment models. This experience and expertise will be worth its weight in gold…Interoperability is still a large focus for many. Certainly more in the urban areas than rural, but I do see the rural communities picking up interoperability steam to drive care coordination, protect or enlarge their patient base as well as to participate in new payment and care delivery models. We’ve been talking about standards and interoperability for a long time now but the conversation has shifted in many communities to actionable intelligence on how interoperability is fueling coordinated and higher quality care.We’ll see much faster progress with “connected care” that is driving innovative care and increasing care access in every community. Advancements across the board with telehealth and virtual care as laws mature and payment & reimbursement structures are solidified.I also see pop health & quality reporting finally begin to receive the respect that it deserves. With many progressive organizations today, it is driving their financial and strategic bottom line. Those organizations are well-positioned to successfully navigate the future of healthcare no matter what, since managing structured data, clinical quality measures (CQMs) and robust reporting will be essential to all sustainable payment structures in the very near future.I would be remiss not to mention the importance of data security for 2016 and beyond. While it may not feel as exciting and opportunistic as implementing cool innovations popping around consumerism, mobility and population health, having a strong data and platform security strategy and implementation will be essential to protect your information, integrity, brand and bottom line…As I wrap up these thoughts, I realize that even after 20 years in healthcare and health IT, I just love this industry and all of the opportunity it serves each of us to help create the smartest and most sustainable healthcare system in the world. January launched 2016 with as much velocity as any year that I recall but as I look out to how healthcare will shift this year (and probably next), what jumps to mind is an overall comfort that almost every aspect of healthcare is undergoing rapid change (or some say evolution). This is the new normal and I see it in communities all across our country.I also must admit that our personal thoughts and ideas are largely shaped by our circle of peers and influencers so I personally work hard to keep a foot in multiple healthcare markets to understand how the majority of our communities are shifting. Here are a few consistent themes I see emerging over the next 12-18 months: Provider expansion of services and strategiesBy this I mean, whether in the city of Atlanta, Boston or San Francisco, or the rural communities of South Carolina, Texas or Massachusetts, I see and work with health systems and physician practices that are expanding services, partnerships and expanding “consumer” access. The motivations behind these expansions are diverse, but everyone is experiencing a shift in how healthcare is being consumed, where it’s being consumed and when it’s being consumed. I am also seeing a stronger focus on efficiency, but not enough yet, in my opinion. All organizations need to strategically and wisely better align their processes and operations with their revenue drivers for today as well as their revenue drivers for tomorrow.
Royal Challengers Bangalore (RCB) pacer Adam Milne, who is out with an injury, was on Wednesday replaced by Sreenath Arvind.The technical committee of the Indian Premier League (IPL) approved the change on Wednesday.This will be Arvind’s second stint with RCB. The left-handed paceman was part of the RCB squad in the 2011 and 2012 seasons and was their highest wicket-taker in 2011 with 21 scalps in 13 games.The technical committee consists of Board of Control for Cricket in India (BCCI) secretary Anurag Thakur, Sourav Dasgupta, Subir Ganguly, Sourav Ganguly and Ravi Shastri.
This article is the second in a series of guest posts by Pattie Simone. Pattie is a speaker, writer and mentor, and owns Write-Communications.com , a communications consultancy. Visit any number of websites on a given day, and you’ll encounter advertising portals that are way off the mark. The content is poorly written or disorganized, the menu options are confusing, the navigation sloppy.Learn how to run more impactful, measurable marketing campaigns.Same goes for e-newsletters, e-based PR, blog posts, and social networking landing pages. “I did it myself” is the common denominator in all. OUCH! Yes, you are the chief architect of your firms’ mission, vision and objectives. Now get serious cash flow in your favor by working with a team of online marketing pros, who actually can do more than throw industry jargon around. Here’s how.Create an Inbound Marketing WebsiteIt’s pretty obvious that you would not attempt to fix a carburetor if you aren’t a mechanic, so apply that thought process to all your web-based activities, starting with your main sales driver: your website.When you work with a professional web designer, copywriter, SEO expert and online marketing team, you’ll end up with a powerful inbound marketing portal. That means that your content is relevant and crisp (the spiders LOVE that!), your menu options and navigation are intuitive, your headlines and sub-heads are more than eye candy, your sales pitches are polished and pithy (and sprinkled liberally throughout your site) and your keywords rock.In other words, the pros that you end up working with make sure you’ve got all the parts you need, to get your sales engine humming (read, folks searching online for your particular products and services find your firm first because the coding is on target, the content is meaningful and updated regularly, the keywords are on point and tweaked as needed, and once they are there, you’ve got a good percentage of browsers turning into buyers). Testing, Testing, TestingThanks to Wolfman, who opined on the importance of testing in response to my first piece, “Why Websites Fail” . He is absolutely correct that this cannot be said enough, and can make the difference of average returns versus nuclear returns!!While due diligence is hugely important (know who your demographic markets are, their respective hot buttons, the relevant keywords that they will use, etc. etc) no one has a crystal ball! So test the way you are communicating your information: how and where you word various “asks” (buy now, order here, click this for more info, don’t miss out on this limited time offer) and your giveaways (call us today for a free consultation, save 10% if ordered by X date, free shipping till ___, etc.)Tracking, Assessing & UpdatingSuccessful companies of every size that are driving serious business through their online marketing efforts are always testing, tweaking and testing again. That means you have to actually read the reports that you should have access to, with regard to your site traffic, link usage, unique visitors, time spent on specific pages.If you don’t have the time, or are not sure how to translate these reports, work with a professional online marketer who does. It’s only by carefully (and regularly) assessing this data, that you can identify weak points and fix them.Achieve Ca-ching using the Right TeamNo matter how much you try, it’s a safe bet that you can’t be the expert of everything. Look at it another way. Pretty much every millionaire entrepreneur I’ve ever interviewed started out doing everything themselves. Those that got the ball rolling faster, quickly realized the value of outsourcing important tasks and projects to a variety of experts, which left them free to concentrate on what they do best. Think seriously about how you can profit from your own team of online marketing professionals; it’s worth it!Photo: planeta roig Originally published Nov 12, 2008 7:58:00 AM, updated February 01 2017 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
Many marketers will be excited to know that the Facebook Insights update will also include more content-related metrics. For example, businesses will be able to look at impressions, referral clicks and the most popular stories on the site. Insights application will get distribution and engagement metrics related to their content’s performance on Facebook in real-time. This new data will enable businesses to optimize content and adjust its placement based on performance. website connected to Facebook Insights Facebook Insights for websites Businesses that use any of the Facebook Social Pugins (Example: Recommendation Plugin located in the right sidebar of this blog) will be able to see performance metrics such as “Like” button impressions, rate of comments and a breakdown of interaction by demographic information. Additionally, the demographic details available to businesses will include age group, gender, language or location. For the first time, Facebook will provide data on the behavior the “Like” button triggers, including views, clicks and visits. Businesses will be able to use this data to test the impact of placement on “Like” button click-through rate. . But today, the social network giant turned its reporting dashboard into a real-time analytics tool. , click the big green box in the upper right corner. Topics: Marketing Takeaway What do you think about these updates to Facebook Insights? For businesses that rely on Facebook as a source of referral traffic to their websites, the new changes to Facebook Insights are exciting. These updates demonstrate how the Facebook platform is maturing. The first steps in leveraging these changes is to make sure that you have your Once you have your website attached to Insights and have started to receive data about the “Like” button and/or social plugin performance on your website, it is time to optimize. As you publish new content, look at the data in Facebook Insights to determine how it performs compared to past blog posts, for example. This information will help you tweak the topics you write about, the placement of your “Like” button and plugins as well as other content elements. As part of this update, businesses that are using Originally published Mar 9, 2011 9:35:00 AM, updated October 20 2016 “Like” Button Analytics The lack of data about the actions of Facebook fans (and potential fans) is a point of frustration for many marketers. Previously, Facebook offered some basic analytics through its Facebook Marketing Data 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: Originally published Nov 8, 2011 9:00:00 AM, updated July 28 2017 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Google has announced the launch of Google+ Pages, pages specifically engineered for businesses on Google+. While Google indicated that Google+ Pages wouldn’t be immediately accessible to all, it looks like they’re actually becoming readily available. (In fact, we’ve already created HubSpot’s Google+ Page, so you can follow our updates and add HubSpot to one of your Circles by clicking here!)With a network of more than 40 million members, Google+ is indeed deserving of your marketing attention, so smart marketers should set up their Google+ Pages as soon as possible. But don’t worry — it’s simple! Here are 5 easy steps to create a Google+ Page for your business.Click here to download our ultimate toolkit for social and PR branding.1. Choose an Accessible Gmail AccountIf we learned anything from creating our own account, it’s that Google+ Pages’ administrative capabilities could use improvement. Avoid creating your business page through just any old account, such as a personal gmail account. Instead, choose a gmail account that is accessible to multiple members of your marketing team (e.g. email@example.com), and use that account to create your page. Because Google+ Pages’ administrative capabilities currently don’t seem to be as sophisticated as Facebook’s (which enable you to assign multiple page admins regardless of the page’s origins), you’ll want to choose a host account that makes your page as accessible to multiple contributors as possible.Note: Because of overwhelming user feedback, the ‘Google+ Your Business’ Google+ Page (confused yet?) has indicated that Google+ has already started working on multi-admin support and ownership transfer, which will be available in the coming weeks/months. For now, we recommend making your account as accessible to other team members as possible.2. Create a Page with the Desired AccountVisit http://plus.google.com/pages/create, and if you see the option to create a Google+ Page, get started! Follow the wizard (it’s much like Facebook’s Page wizard), and choose the most appropriate option to classify your business. You’ll be able to select from the following options:Local Business or PlaceProduct or BrandCompany, Institution or OrganizationArts, Entertainment or SportsOtherAfter selecting your classification, fill in your basic information, including your page name (i.e. your company name), your business’ website URL, your category (i.e. your industry), and the classification of your page’s content (i.e. any Google+ user, 18 years of age or older, etc.).3. Customize Your Public ProfileThe third step involves customizing your public profile. The profile basics include your tagline (think of it as your business’ elevator pitch) and an image (your company logo is a great option).4. Promote Your PageAt this point, you’ve created the skeleton of your page, and Google+ will now prompt you to promote your page. Our recommendation is to customize your page even further and start sharing a few updates before you begin telling the world about it. Promoting a blank page isn’t a great way to convince people that your Page is valuable enough to add to their Circles. So invest some time into optimizing your page and sharing a few links to valuable content before you start promoting it to the masses.5. Get Going!At the most basic level, this is really all you need to do to get your page launched. But as any smart marketers know, the ‘basics’ aren’t usually enough. Intelligent marketers understand the importance of optimizing their page to make it not only more engaging, but also more valuable and effective for lead generation. In this step, follow Google+’s prompts to create an effective page, and remember — Google+ is a social network. Although every social network has its specific nuances and behaviors, many of the same best practices will still apply. Regularly share fresh content, react and respond to your fans, be engaging, and optimize for lead generation. Then measure, adapt your strategy, and optimize your presence based on your own individual results and goals.Have you set up your Google+ Page yet? The network is still VERY new for businesses, so share what you’ve learned in the comments below. And be sure to add HubSpot to your Circles for our latest updates in Google+! LinkedIn Company Pages
Topics: Originally published Dec 21, 2011 4:00:00 PM, updated October 20 2016 Inbound marketers are getting even better at attracting visitors to their websites. But as we all know, in B2B environments, eyeballs don’t pay the bills. Getting visitors to convert into leads and ultimately sales is the name of the profitability game. With today’s modern analytics and marketing automation tools, marketers can play a bigger role in that ‘middle of the funnel’ conversion path with the power to re-engage interested prospects and tee up their sales teams for success.If you’re not taking advantage of prospect behavior to drive conversion, here are 7 buying signals you should look out for and specific actions you can take to increase sales.7 B2B Buying Signals All Marketers Should Track and Pounce On1. Multiple Visitors to Your Site in a Short TimeDid you know that you can use tools that leverage reverse-IP lookup to track not only a known lead’s but also a company’s visits to your site? Well, you can. Even if that hot company you’ve been trying to get access to hasn’t filled out a form to become an official lead, you can find out if one or more people from that company have visited your website. And … if you see a pattern of multiple different visitors from the same company in a short period of time, it’s a pretty good sign you made it to their ‘consideration’ step. Now is the time to alert your sales rep to reach out to the person who may be your target and really work deep into that account.2. Prospect Visited Your Site Multiple Times in a DayWhen considering a product, service or solution, most buyers do quite a bit of research. Some of that research happens off your website, but plenty also occurs on your site. Your analytics can track how frequently a visitor is coming to your site, and if you see an increase in daily visits, it’s probably safe to assume that your champion is doing some due diligence on you before they either select you or decide to pitch your product/service to their management. Using marketing analytics to inform your sales reps with things like lead alerts can put them in a position to reach out at the exact moment your buyer needs more information or help. If you don’t have analytics or lead alerts set up, don’t wait. Your sales team will LOVE the added intelligence and sing your praises for the helpful assist.3. Filled Out a Form But Didn’t Press SubmitSometimes you’ve generated early interest from a prospect with a great ‘top of the funnel,’ informative ebook, webinar, or other piece of content. Your prospect filled out that form, and since then, has been getting additional information from you. Maybe they keep consuming your content, and then one day, they decide they really want to know more about your paid solutions. The prospect visits your ‘request a demo or consultation’ landing page form, fills out the form, and just before they hit ‘submit,’ they either decide otherwise or get pulled away…and you never get that request.Why not instrument that form so it knows you got a partial completion from that person so you can shoot them a heads up? Maybe now isn’t the time to have a rep call, but it could be the perfect time to invite them to a webinar that’s a deeper dive into your product or service. You’re giving them the option to enjoy a low-risk, non-salesy version of the information they were seeking. If they don’t accept, no harm no foul.4. Reviewed Case Studies on Your SiteBefore most B2B buyers purchase, they want to know what results others have generated. They are past the basic research phase and are looking for ‘stories like mine’ to prove or disprove your company’s fit for their needs. Set a trigger on your case studies page to alert you or your rep when a prospect visits the case studies section of your website. Based on that trigger and the particular lead’s score, you can set up automated flows that either offer an additional deep dive or a customer webinar to a low score lead, or alternatively, trigger a rep to follow up and offer a reference call. What better proof than talking to a happy customer LIVE and using your case studies to trigger the next value added conversation?5. Visited Your Pricing PageChecking out the pricing page usually means one of two things. If it’s early in the sales and research cycle, it might just be a ‘ballpark’ exercise to see if your product or service is priced within the realm of possibility for your prospect. Now might be a good time to offer a consultation or free trial via email.Now suppose that your sales rep is deep in discussions with a potential customer, and they visit the pricing page again. That rep would really want to know! Pricing discussions are a huge buying signal; send your rep a note from the website giving them a heads up that it’s time to move into a closing sequence.6. Signed Up for a Free Trial & Did Something or … NothingMarketing analytics isn’t limited to just your website (otherwise, we’d call it website analytics). Thank goodness, because a lot of B2B companies have a variety of other sales tools that should be instrumented for intelligence!If you happen to offer software that enables a free trial, you’re sitting on a goldmine of information. Why not connect your trial to your automation tools so that after sign up, you can engage prospects based on the actions they do or don’t take. One HubSpot customer, TribeHR, uses automated lead nurturing to remind users of their trial expiration date if they haven’t taken advantage of the features. They also have the intelligence to know what features users have set up, which can really inform additional content suggestions or sales activities. How great would it be if you could use people’s behavior to support them through a results-oriented free trial experience?!7. Tweeted About You or Your CompetitionAlthough no one ever wants to be in a competitive situation, it’s always better to find out early. With today’s hyperactive social media environment, it’s not uncommon for someone to tweet something like … Prospect lead intelligence can connect a lead’s information to their Twitter username, and if you follow them, filters can be set up to look for specific keywords. How great would it be if your sales rep could be alerted to this tweet and follow up with some information and a personal call? Modern behavioral marketing automation makes this amazing scenario a reality!Some folks might find this creepy and ‘big brother-ish,’ but it’s all about how you use the information. Consider the fact that your prospects are actively seeking out information and solutions, and then, based on their actions, help give them what they want. The above actions aren’t license to aggressively stalk your prospects. Rather, they provide an invitation to be helpful and then let human relationships take over from there.What other behaviors can you track that signal serious interest for your potential customers?Image Credit: Poppet Maulding Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Lead Nurturing
Then, I looked at what the total marketing spend was for each scenario. In the article, it states “direct mail costs more than $600 per thousand pieces,” so to be conservative, I assumed the cost/piece of direct mail = $600/1,000, or $.60/piece. Also stated in the article was that “direct mail costs about 100 times as much [as email],” so to be conservative, I assumed that cost/email = $.60/100 or $.006/email. Based on these assumptions, I calculated the total spend using the equation:total spend = (cost/piece of direct mail * total # of prospects) + (cost/email * total # of prospects) From there, it was easy to calculate the ROI of each scenario by using the equation:ROI = total revenue / total spend As marketers, we’re often faced with a do-this-or-do-that decision when planning our strategies. There’s no limit to the number of channels and marketing tools we have at our disposal, so sometimes, due to resource restraints, we’re forced to make the tough choices.Making the decision about which one is the best, however, can be difficult, time-consuming, and, quite frankly, overwhelming. For example, if you already have a database full of leads, you might be tasked with finding the best way to convert them into paying customers. Some options might be to send them an email, use direct mail, engage with them in social media, or have your sales team reach out. But how do you determine which option is best?If you’re like us, then you love data — we’re always looking for ways to make decisions based on what the data tells us. That’s why our ears perked up when we discovered a fantastic article published by the Harvard Business Review called “Why Email Marketing Is King,” which analyzes the effectiveness of email marketing as it compares to direct mail. The article goes through the advantages of email marketing vs. direct mail, which include its low cost, measurability, and the choose-your-own-adventure path a recipient can take based on how they interact with the email and the content associated with it. The article then walks the reader through a brief case study on one company’s (a retailer) experiment to compare the results from doing a combined direct mail and email campaign, a direct mail-only campaign, and an email-only campaign. You can see the data from the article below:The data presented from the study is fascinating, but I was still curious about exactly how many times better doing an email-only campaign was than doing a direct-only or direct and email campaign. So I decided to do some quick back-of-the-envelope calculations to answer this.How Much More Effective Is an Email-Only Campaign?The first step to figuring all this out was to calculate the ROI (return on investment) of each scenario in terms of revenue/spend. Calculating the ROI of marketing activities is the Holy Grail of marketing measurement. It allows you to make an apples-to-apples comparison of the efficiency of two different activities. To calculate ROI, you simply divide the results (in this case, revenue) by the investment (in this case, marketing spend). At HubSpot, we use the analogy of a marketing machine to think about ROI; I wanted to figure out for every dollar I put into the marketing machine, in each scenario, how many dollars I would get back from that investment.I first calculated the total revenue associated with each scenario using the equation:total revenue = total number of prospects * response rate * average order value Based on this, I can see that in the email-only scenario, for every dollar I spent, I got $2,600 back from my marketing machine. That’s one heck of a return! For the direct mail-only campaign, each dollar spent returned $27, which means that the email-only campaign performed 95x times better in terms of ROI. Pretty impressive results!The results of this experiment are definitely impressive, and provide a way to compare two very different marketing tactics. If I were to put a critical eye to this to provide advice to marketers, however, I might want to also consider the following:Are these results replicable? For example, if you switch to email-only exclusively, then would you continue to see the same results in terms of ROI?Are there unaccounted for costs associated with these scenarios? For example, how much time is spent creating the content for each?Is there a combination that would yield an even better ROI? For example, are there contact properties that you could segment on to get even better results?Would other types of businesses see similar results? For example, would a B2B services company see similar results to what the company in this article saw?What do you think about the results from the HBR article? What kinds of experiments are you doing to improve your marketing ROI?Image Credit: Charles Williams Originally published Jan 10, 2013 12:30:00 PM, updated August 25 2017 Email Marketing Metrics Topics: Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
Originally published Feb 18, 2013 2:00:00 PM, updated October 01 2013 How to Measure Visits, Leads, and Customers Generated Through Twitter Let’s first look at how you’d track customer generation from Twitter. Your first step is to look at traffic generated from Twitter. While many people look at the overall traffic from all their social media channels, it’s important to be able to isolate Twitter, and measure it on its own. There are five key metrics to track here: visits, contacts, visit-to-contacts conversion rate, customers, and contacts-to-customers conversion rate. 1) Visits Visits to your website from Twitter is reflective of the amount of referral traffic your website has attracted from Twitter. While traffic figures help you understand how successful your Twitter updates are at driving traffic to your website to can help you diagnose deficiencies in your Twitter marketing content, visits can’t be the only metric you track. 2) Contacts/Leads Contacts is the number of new people (which you may or may not classify as leads for your business), who have shown interest in your company by converting on a form on your website, and as a result, have been added to your contacts database. Whether these people became contacts by downloading an ebook, providing their information for a coupon, or submitting an application for a job, they have shown some vested interest in your business. In HubSpot’s software, for example, the ‘Contacts’ metric emphasizes the “new” concept, since conversions are only counted in the Contacts metric if they are net new leads — as opposed to re-conversions. Either way, these are your potential customers. By becoming contacts, they are now a fresh opportunity for your sales team to convert into a customer. 3) Visits-to-Contacts Conversion Rate While visits are important for understanding the traffic Twitter is sending to your website, and contacts are important for understanding all the new opportunities created for your sales team, in order to measure your marketing effectiveness, you also need to track the rate at which your visitors are converting into contacts — in other words, your visit-to-contacts conversion rate. This will not only allow you to analyze your Twitter success month-over-month, but it will also allow you to spot problems in your Twitter strategy. For example, if your traffic volume is high, but your visits-to-contacts rate is low, you have a conversion problem. Furthermore, if your visits-to-contacts rate is high but your raw number of contacts is lower than you’d like, you have a traffic problem. Topics: Marketing Metrics How to Measure Vine Marketing Success Unfortunately, there are not many ways to measure your success on Vine (at least yet , anyway). But creative, data-driven marketers still find ways to track how they’re performing. While we hope to see developments in Vine measurement, here are some metrics you can start watching now: 1) Hashtags As you may already know , you can upload a Vine video and post it to Twitter. While, like Instagram, you can’t include a link to your upload, there is an opportunity to add hashtags to the tweet copy. The main link that populates with the tweet is a link to the Vine video.Hashtags are trackable, and there are many free tools available to marketers, such as tweetreach , that will dig through all the tweets on Twitter to find every mention of any search term you request. So, simply search for your custom-made hashtag for your Vine videos, and the tool will tell you how many tweets that hashtag received, how many impressions it garnered, and how many people it reached. This can provide you with actual insight into the success of your Vine videos. 2) Follower Month-to-Month Growth Although Vine is owned by Twitter, the mobile app is treated as its own tool, naturally having its own follower count. Similar to Twitter followers, Vine followers are a part of your social database. The more people following you on Vine, the more people you have the opportunity to delight through short video snippets. And the more people you’re sharing Vine videos with, the more people you have to engage with. Over time, your goal should be to convert those people into Twitter followers. You can then try to convert those newly acquired Twitter followers into leads — and customers!The equation for this metric is naturally the same as before, but here it is again: (DECEMBER Twitter Followers — JANUARY Twitter Followers) / JANUARY Twitter Followers = Growth % Just like any other new social tool, measuring is difficult at first, and you won’t always see immediate results. Test the waters with Vine and allow it ample opportunity to help your business. If a few months down the line the benefit is no longer there, feel free to stop. Or maybe keep using it for the sake of the engagement, and just for creating Twitter content that people love . Be Smart About Twitter & Vine Prioritization By now, I hope you’ve picked up on the fact that Twitter is more than just a network for engaging in the conversation and creating a positive brand image. Hopefully, you’ve also realized the potential business benefits of experimenting Vine for marketing. But as always, you must test and analyze all your efforts to understand whether it’s even in your business’ best interest to be investing time into either Twitter or Vine.Don’t invest too much effort on Twitter unless you can measure the results of your activities and show that it’s contributing to real business results. If your closed-loop reporting reveals extremely low ROI, then it’s okay to back off and only maintain your account rather than use it heavily.At the end of the day, simply be smart about the way you prioritize your marketing initiatives, and keep an eye on the specific benefits these social networks can offer your business. Good luck! How are you measuring the success of your Twitter and Vine efforts ? We’d love to hear how we can be even better data-driven social media marketers! According to a 2012 report by Adobe , a whopping 52% of marketers cite difficulties in accurately measuring ROI as their biggest source of frustration in social media marketing . I would like to try and alleviate some of that pain, at least when it comes to marketing on Twitter .With the continued growth of Twitter as a business tool, and the introduction of its new mobile video app, Vine , it’s becoming more and more essential to analyze the benefits of your Twitter marketing efforts. However, Twitter doesn’t exactly offer a robust analytics platform. And Vine doesn’t have any analytics. So how do you know if your tweets are translating into leads? What about customers? What Is the Right Way to Measure Your Twitter & Vine Marketing? We like to call it closed-loop reporting . Closed-loop reporting on Twitter is the process of tracking the path of a user who clicks on a link in a tweet, visits a page on your website, completes a form on a landing page to become a lead, and, ultimately, converts into a customer — so you can directly attribute customers to your Twitter marketing, and evaluate the effectiveness of Twitter as a marketing channel for your business. And isn’t that ultimately why you’re using Twitter or Vine for business in the first place? To bring in new customers? Of course. This post will dive into some key metrics to help you understand the ROI you’re receiving from Twitter and/or Vine.When it comes to tracking the ROI of Twitter, there are two main things you should be measuring. Customers Generated Through Leads Acquired by Twitter Twitter Reach & Database Growth Vine, on the other hand, contributes only to the latter — growing your reach and, thus, your Twitter database. Since Vine is still in its infancy, we may see it grow into something greater. For now, it’s a great tool to attract and engage more followers for your Twitter account, from which you can then start them on the path of converting into customers. The Tools You Need to Effectively Measure Twitter & Vine Before you start measuring the success of your Twitter & Vine efforts, you need to set up the proper tools and tracking systems. The metrics we’ll discuss later in this post will be contingent upon having the right analytics tools in place. 1) Select an Analytics Tool To see how many visitors are coming into your site via Twitter, you’ll need an analytics tool, such as Google Analytics or HubSpot . While Google Analytics is free, the benefit of using a tool like HubSpot is that, through closed-loop reporting, you can directly see how many leads and customers are generated through your Twitter marketing (more on this later). Once you tie your customer relationship management (CRM) solution — like Salesforce or SugarCRM — to your marketing software — like HubSpot — you can close the loop between your Twitter marketing efforts and sales. Now, there is two-way communication between your marketing activities and sales results. 2) Set Up Tracking Tokens for Different Sources Now that you have a marketing analytics tool, you have to overcome the issue of third-party Twitter clients, such as TweetDeck, HootSuite, or HubSpot. If a Twitter user is sharing a link to your blog post from such a client, it might not show up in your analytics as a visit from Twitter, even though that link is ultimately being shared on Twitter. This can greatly impact your data.While there’s not much you can do about people who manually tweet a link to your website via a third-party application like HootSuite, you can control how Twitter traffic originating from tweets your business publishes gets allocated. The solution is a tracking token. When you add a tracking token to the end of your links, it allows your analytics tool to pool a certain group of traffic. Different tools employ different tokens, but a generic one looks something like this: /?utm_medium=social&utm_source=twitter By attaching this to the end of your link, anyone who clicks that link is signaling to your analytics tool that they’re coming from Twitter. The same type of tracking tokens apply to different channels, such as email, paid media, and referral traffic. Ideally, this tracking token could be used for Vine as well, where it would appear as follows: /? utm _medium=social& utm _source=vine Currently, however, Vine has limited options for building links and attaching the proper tracking. But being inbound marketers, we should have this token ready in our back pocket to use. But more on Vine later. For now, investigate your marketing or analytics software to make sure you have tracking tokens in place and your data gets assigned to the right categories. HubSpot’s Social Media Publisher , for instance, automatically adds tracking tokens to social media updates sent using the tool, so if you’re using HubSpot, your social media sources data will be bucketed appropriately without any additional work on your part. 3) Set Up Campaign Tracking for Deeper Insight While understanding the amount of traffic coming from your Twitter marketing is important, wouldn’t it be nice to see how specific marketing tactics within Twitter are performing? Campaign tags solve this. Campaign tags are an additional component that can be added to a tracking token to identify results coming from a specific campaign. Here’s an example of a campaign tag for HubSpot’s Twitter chat, #inboundchat: /?utm_medium=social&utm_source=twitter &utm_campaign=inboundchat As you can see, in addition to the source tag, this also includes “&utm_campaign=” so you can compare how various tactics perform on Twitter. Here are some example campaigns you could tag:Photos on TwitterLinks on TwitterTwitter ChatsProduct InformationCustomer Case StudiesBlog PostsEvent InformationMarketing OffersBy adding campaign tags, you can drill down into what works best on Twitter for your business. The HubSpot Social Media Publisher allows you to do this automatically — try it out in a free, 30-day trial ! Our social media team uses these tags frequently as they provided unprecedented insight into your Twitter strategy, as you can see in a small snapshot here: 4) Customers These are the actual paying customers that can be attributed back to your Twitter marketing . In other words, a customer that can be attributed to Twitter is someone who came to your website from Twitter, converted into a contact/lead, and then ultimately closed as a customer. Tracking this number is the true measure of your Twitter marketing ROI. After all, even if you’re generating traffic and leads from Twitter, if they’re ultimately not closing as customers, it might be time to re-evaluate how much time and effort you’re putting into Twitter as a social media marketing channel. 5) Contacts-to-Customers Conversion Rate Last but not least, your contacts-to-customers conversion rate is the percentage of contacts that ultimately close as customers. This metric can help you identify problems in Sales’ ability to close your Twitter contacts as customers. For instance, if you notice your contacts-to-customers conversion rate is on the low side, it might make sense to talk to your sales team to diagnose the problem. Are they having trouble working these types of leads? Should these leads be entered into a new lead nurturing workflow you can create to better quality these leads before they get passed to Sales? How to Measure Your Twitter Reach/Database Growth Now let’s take a look at three metrics that can help you measure the growth of your Twitter reach/database.Your followers on Twitter are like subscribers to your email marketing — they’re your database of people to reach out to and communicate with. These are also the people you’ll want to convert from Twitter followers into Twitter leads, and ultimately to Twitter customers. While there are a number of great reasons why you’d want to grow your reach ( even if many of those people never buy from you ) in terms of tying your Twitter marketing back to real ROI, growing your database and regularly attracting new Twitter followers is the key to consistently generating new leads and customers from Twitter. There are three metrics you should be using to track your Twitter database growth: 1) Follower Month-to-Month Growth By pulling your total number of Twitter followers and by keeping track of your net new followers every month (a simple spreadsheet will do the trick here), you can get a sense of the monthly growth of your Twitter reach. For example, if you were to compute your Twitter growth in March, you would pull the numbers from February and March: (March Twitter Followers — February Twitter Followers) / February Twitter Followers = Growth % Tracking this percentage monthly will allow you to see whether your Twitter strategies and campaigns are helping to boost your reach — or are just a waste of time. 2) Daily Follower Growth While understanding your month-to-month growth is beneficial to tracking your overall improvement on Twitter, it’s also good to look at how you’re growing on a daily basis. TwitterCounter is a free tool that allows you to easily examine your follower growth over time. This data can be used to see how many new followers a certain campaign garnered on the day it launched. If your following remains constant over time, this could indicate that you’re not using Twitter as well as you could. Your goal should always be to increase followers so you can grow your reach. As stated before, greater reach results in more leads and customers. 3) Link Clicks Many of you probably know about bit.ly. It not only allows you to shorten links to be more Twitter friendly, but it also provides you with the ability to analyze the number of clicks on that specific link. While it’s tedious to look analyze each link separately like this, it can provide valuable insight into how many people are actually clicking on individual links.In fact, HubSpot Social Media Scientist Dan Zarrella analyzed 2.7 million link-containing tweets and found something interesting: He discovered that there is no correlation between retweets and clicks. Rather, 16.12% of the link-containing tweets he analyzed generated more retweets than clicks, meaning many people will retweet a tweet with a link without even clicking on that link . This data simply highlights how important it is to also understand how many people are actually clicking on your links (rather than just tracking metrics like retweets, for instance), since it will reflect the true interest in your content versus just retweeting for the sake of retweeting. Don’t forget to share this post! 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