NEW YORK — February 28, 2012 — Digital agency 360i and social software firm Expion today announced a strategic partnership to revolutionize the way brands invest in Facebook. The partnership will result in the development of a powerful integrated earned and paid Facebook platform and services offering, bringing together community management, advertising, social applications and advanced analytics to measure and improve brands’ Facebook marketing efforts. Under the partnership, 360i parent company Dentsu Network West has reached an agreement to take a minority stake in the company to catapult its growth.Marketers have devoted significant resources to capitalize on Facebook’s expanding audience, creating four million brand pages and spending more than $3 billion on advertising in 2011. Yet despite this promising growth, marketers have not had a centralized platform to manage these resources and gain the insights needed to effectively optimize audience interactions across both earned and paid social media. As a result, most brands today do not have a holistic strategy for their investment in Facebook.“As companies move from toe-dipping their social efforts to a consolidated strategy, they need full service providers that provide software, services, and customization to solve their needs,” said Jeremiah Owyang, Industry Analyst at Altimeter Group.The partnership’s earned/paid offering will provide marketers with much needed simplification and enable holistic management of a brand’s Facebook presence. Real-time community analytics will inform ad targeting and bidding strategies, resulting in better advertising performance. Brands will also be able to closely align advertising with their content strategies, seamlessly driving deeper engagement and fan acquisition.“This partnership strengthens 360i’s holistic social offering, enabling us to develop innovative programs for our clients that harness the full power of integrated earned and paid social media,” said Bryan Wiener, CEO of 360i. “After conducting an extensive evaluation of different social software systems, we determined that Expion was the best strategic partner because of the strength of their current offering and commitment to our shared vision of the future of social media.”360i currently engages with more than 100 million people every day through the 100+ digtial communities it manages.“Our mission is to be the industry’s leading, centralized platform to improve efficiency, sharing and management of social communities at the global and local level and this partnership will further this aim,” said Peter Heffring, CEO of Expion. “Global brands are demanding scalable technologies to improve returns on their paid media and we are excited to partner with 360i and Dentsu to address this challenge.”
How to HALVE your salt intake today: Dietitian shares the five simple ‘food swaps’ that will cut sodium by six grams (and take inches off your waist too!)
You might not think twice about adding a pinch of salt to your meal – but what about the amount of sodium in the actual food you are eating?New figures have shown that in Australia we eat around 9.6 grams of salt per day, or almost double the World Health Organisation’s maximum daily recommendation of five grams.With this in mind, dietitian, Susie Burrell, has shared the five simple food swaps you can make to ensure you’re consuming less salt on a daily basis.Follow these and you’ll drop kilos and see a boost in your health in a week.1. Swap soy sauce for chilli sauce If you’re a fan of Asian cuisine, it’s likely you will have heard that soy sauce is packed with salt.But rather than despairing and simply giving up on your favourite food, why not sub out the sodium-laden sauce for something else? ‘With a single tablespoon of soy sauce, and similar Asian-style cooking sauces, containing a massive 1,500mg of sodium or almost four grams of salt, if you love Asian-style cuisine one of the best swaps you can make is to choose chilli sauce instead,’ Susie wrote on her blog.Unlike soy, chilli contains just 0.5 grams of salt.2. Ham for turkey breast According to Susie, processed meats are ‘one of the worst offenders when it comes to bumping up Aussies’ salt intake, with a single slice of ham giving more than 1 gram of salt’.Instead, the dietitian recommends you cook fresh chicken or turkey breast for your sandwich, which both contain far less salt.‘If you need to choose processed meat for convenience, look for the lower salt options available in some packaged varieties,’ she added.3. Two minute noodles for hokkien noodlesA convenient choice for many a rushed family, two minute noodles have become popular for the time-poor and hungry.But Susie warns that the flavour sachets can include a ‘massive five plus grams of salt per packet’.‘If noodles are your thing, look for flat rice noodles or hokkien options for stir fries and Asian meals and stick to plan crackers or popcorn rather than two minute noodles for snacks.’ 4. Tinned soup for fresh soupWho doesn’t love a warming bowl of soup on a cold autumn day?But rather than choosing a tinned soup – which generally contain plenty of added salt – Susie said you’re far better to get creative and make your own, or opt for a fresh option from the supermarket.‘Check ingredient lists and look for options that do not have salt listed to ensure you have found a lower salt soup,’ Susie said.5. Smoked salmon for tinned salmonWhile many see smoked salmon as a healthy fat to be eaten in moderation, what is not so well known is that smoked salmon is also laden with close to five grams of salt per single serve.‘While tinned fish also contains salt, the amounts are much lower with a serve of tinned fish containing one gram of salt or even less for no added salt varieties,’ Susie explained.Source
Revealed: How women are using SURGERY to achieve Meghan Markle’s ‘perfect’ golden ratio – with the help of 3D face mapping technology
Source London-based beauty vlogger Barbara de Medeiros, 28, who runs the Makeup by Barbara channel on YouTube, was one of the latest clients to try out Dr Papageorgiou’s new technique.She underwent an initial consultation to see how her face compared to the sought-after golden ratio.Dr Papageorgiou conducted a 3D analysis of her face, using the exact same technology used by Madame Tussaud museums, which determined that two elements could be improved to bring symmetry to her face and create contours to match the golden rule ratio.Barbara had her nose re-shaped, after the results showed that her nasal profile deviated from the golden ratio, as well as having jaw and chin contouring. Dr Papageorgiou explained: ‘My role during the initial consultation process is to educate patients using 3D imaging technology, to guide them through new treatments that can truly enhance their appearance.‘On this latest client example with Barbara, a renowned beauty vlogger, we can see the golden rule lines over her images, helping to determine the chin and jawline contour changes. ‘ The Harley Street surgeon explained how he applied a hyaluronic acid gel filler along her chin, to create a jawline more in keeping with the golden ratio.‘Barbara’s treatment offered her more angular contours and a far more sculpted jawline,’ he said.‘It harmonised her already beautiful face. It takes five to ten minutes and looks amazing within one hour.‘It’s a highly specialised and specific technique and can be applied on multiple locations on the face.’Barbara also had her nose reshaped, after the analysis showed that her prominent nasal profile was not in keeping with the golden ratio.The beauty blogger said she was left very pleased with the treatments she received.‘I’ve decided to do these procedures to keep me looking youthful,’ she said. ‘The results were very natural, yet makes a difference.’She added: ‘I heard about Dr Costas through a friend that recommended him and had great results.‘He really understood what I wanted and delivered everything I’ve asked for, made me feel super comfortable and confident on doing the procedures, and today I feel and look my best.’ Meghan Markle was recently dubbed the most beautiful royal due according to the ‘golden ratio’.And now, one Harley Street surgeon has revealed how he is already using the famous ratio to help women achieve ‘perfect’ physical beauty.Dr Costas Papageorgiou has unveiled a new technique, which involves 3D face mapping, to determine what cosmetic procedures to perform.It comes after Meghan was revealed to come the closest out of the royals to scoring 100 per cent based on the ‘golden ratio’, a mathematical equation devised by the Ancient Greeks in an attempt to measure beauty.
What’s the secret to happiness?It’s not an easy question to answer.Some people say it’s feeling highs like excitement and joy. Spiritual gurus say it’s about inner peace.But a 75-year Harvard study on happiness draws a different conclusion.This study followed the lives of two groups of men and it now follows their baby boomer children to understand how childhood experiences effect subjective feelings of well-being and happiness.So, what did the study found?If you think that fame or money brings happiness, you’re wrong.According to the lead professor of the study, Waldinger, it’s the connections in our lives that make life worth living:“The clearest message that we get from this 75-year study is this: Good relationships keep us happier and healthier.”In other words, the one thing we need to live a happy life is each other.Relationships are the backbone of humanity. Sure, they have evolved and changed over the years, but the essence of why we turn to each other is still there. We build relationships for safety, security, love, acceptance, tribe, community, and contribution.According to Robert Waldinger, director of the Harvard Study of Adult Development, says that there is no denying that relationships, in particular, “good” relationships, contribute to our lifelong happiness.You might be inclined to think that money can make you happy, but the truth is that money is only fun if you have someone to spend it with or spend it on.If all we needed in life was money, we might be hard-pressed to enjoy what life is really all about.The quality of your life is the quality of your relationshipsIn our social media driven world, it can be easy to fall for the illusion that having millions of followers on Youtube or Instagram means you have good relationships with a lot of people.Some of the most liked and applauded internet celebrities will tell you that it is lonely at the top. So even fame and fortune doesn’t rival a great cup of coffee with an old friend.This epic study found that when we have people we can rely on, we are more relaxed and more confident in our lives.Sure, there are ups and downs in any relationship, but the knowledge that you can always turn to someone when you need them gives you a sense of community and belonging that you can’t get from money or Instagram.The quality of the relationships you have seems to be the key to living a happier life.So it’s not just about the numbers here. If you have only one friend in the world, but that friend would lay down in traffic for you, then that is all you will need in your life.If it’s just you and your wife for the rest of your lives, and you are happy in your relationship, that is all you will need.Of course, the more quality relationships you have, the more supported you may feel, but it is not necessary to be surrounded by a large number of people to have a lasting impact on your happiness and life.Good relationships take hard workIt’s important not just to seek out and achieve good relationships though. You need to be willing to put the work in so that you can maintain those good relationships for years to come.This is where most people lose the opportunity to be happy in the long term. They run from short-term pain looking for relief, when the real answer might have been to ride out the storm and see how things fair later in the relationship.There are many studies done that say that couples and even companions are happy into their old age when they are empathic, understanding, and open to each other. Isn’t that what we all look for in a relationship?So it turns out that being alone is not good for our health. It turns out, that the more people we surround ourselves with, the more likely we are to find these “good” relationships and find lasting happiness in life.The next time you find yourself fighting with your partner, ask yourself if this fight is going to matter in 5 years.If it’s not, let it go. There’s no need to throw away a relationship that could be meaningful if you just put a little work into it now.Humans tend to run from things that are uncomfortable, but what if we all just took a moment to consider the lasting impacts of sticking around and supporting one another through the rough times.How would life be different? According to this 75-year long study, it turns out, we might be happier in the end.Source
Stories about couples’ infidelity told by a famous film director, a bestselling author, or a neighbor are infinite. What makes a person behave this way? Who’s to blame? We often ask these questions when we hear about another betrayal.We gathered psychologists’ points of view and the results of scientific experiments that talk about the circumstances that increase the risk of infidelity. Read the article and you might have fewer questions about this topic.8. Absence of emotional intimacyThe inability to have heart-to-heart conversations with a partner and the lack of support push both women and men to cheat. There’s a stereotype that the main motive for a man is sex. But in his book The Truth about Cheating, marriage counselor Gary Neuman says that 47% of his male clients who cheated talked about the absence of emotional intimacy.The situation gets more difficult because men don’t like to show their feelings and women can miss the fact that her beloved needs support. She might notice it way later or even ignore it.7. Influence of experience and societyIf a person has already had experience with infidelity during their previous relationship, there is a huge probability that they will act the same with a new partner. It’s interesting that people around also influence one’s tendency toward infidelity. In one anonymous poll, more than 75% of men who committed adultery indicated that their friends also cheat on their wives.6. Boring intimate relationshipThe lack of bright new emotions in one’s sex life is the reason why 70% of men and 49% of women decide to cheat. It should be noted that the people who answered above also said that their relationships were happy in general: without any big scandals and other disappointing issues.5. Vulnerability because of the quarter-life crisisEveryone has a moment in life when we start summing up the overall results of the past years. Some people conclude that everything is just fine and others start experiencing the so-called quarter-life crisis and might become vulnerable to temptation. The research shows that it usually happens at the age of 29, 39, or 49 — just before the new decade.Of course it doesn’t mean that a good family man and a loving husband suddenly cheats as soon as he turns 39. One’s age is just an accompanying factor that can worsen other circumstances that make people cheat.4. Excessive interest in social networksIn couples where one of the partners devotes too much time to Twitter or other social networks, the risk of infidelity rises. Because social network addicts can easily wake up earlier or go to bed later leaving their beloved all alone just to scroll their feeds.Virtual relationships can cause arguments and virtual communication can become real. Both factors create a favorable environment for adultery.3. Work and business tripsAccording to one of the polls on this topic, more than 1/3 of cheating men are serious businessmen who used to cheat on their beloved women during business trips. And 13% of women have had an affair at work. The possibility of cheating at work rises during years 6-9 of marriage: these years are the most fragile and generally demand a lot of effort.2. Lack of oxytocinOxytocin, also called the hug hormone (it rises when we hug and kiss), plays an important role in creating and keeping the trust in a relationship. Scientists think that the lack of this hormone can become a trigger when it comes to cheating.In one experiment, several married men were injected with oxytocin, got acquainted with an attractive woman, and told they could get as close to her as they wanted. Participators that got a hormone dose insisted on a bigger distance between them and the woman than those who got a placebo.1. I just can’t choose another wayThere are people that can’t just imagine their life without the adrenaline buzz that accompanies cheating. Regardless of age, experience, and other criteria, these people cheat and justify themselves saying that they can’t behave in any other way.Real reasons for this behavior vary and they can be hidden deep inside emotionally. The truth is, it’s very difficult, and almost impossible, for some people to be monogamous.A few more wordsSpecialists indicate that generally it’s the set of listed factors that becomes the reason for cheating, not just one of them. Besides, some couples don’t break up after that and try to save their marriage. And some marriages become even stronger.Source
Harvard University researchers have found that adopting five healthy habits as an adult could add over a decade to your life.By changing their lifestyle, women can increase their life expectancy by 14 years and men by 12. The five habits are: eating healthily, exercising regularly, maintaining a healthy body weight, not drinking too much alcohol and not smoking. It’s nothing we haven’t heard before, but the study proves just how much of an effect these healthy habits can have. What’s more, people who live healthy lifestyles were found to be 82 per cent less likely to die from cardiovascular disease and 65 per cent less likely to die from cancer than those who were less healthy over the 30 year period of the study.Overall, healthier individuals had a 74 per cent lower risk of premature death.The study, published in the journal Circulation, involved researchers studying 34 years of data on 78,865 American women and 27 years on 44,354 men.The researchers point out that at 79.3 years, Americans have a lower life expectancy than almost all other high income countries. And so they’d hoped that the study could quantify the effect of lifestyle on longevity in the US.The findings show that not smoking, keeping a healthy BMI, being active for at least 30 minutes a day, keeping alcohol intake moderate (eg about one small glass of wine a day) and eating healthily can have a huge effect on life expectancy. According to the study, if a 50-year-old woman adopts all these healthy habits, she can expect to live for another 43 years. If she does none of them, however, she will likely only live for another 29 years. For 50-year-old men, the healthy habits could add 38 years, compared to 26 if none are adopted.“This study underscores the importance of following healthy lifestyle habits for improving longevity in the U.S. population,” said Frank Hu, chair of the Department of Nutrition at Harvard Chan School and senior author of the study. “However, adherence to healthy lifestyle habits is very low. Therefore, public policies should put more emphasis on creating healthy food, built, and social environments to support and promote healthy diet and lifestyles.”Source
When Wolf Blitzer asked about climate change at a CNN primary debate in Brooklyn last week, he sparked the sort of lively exchange that the world needs to hear more often: candidates for national leadership competing over who has the best plan for cutting the carbon emissions heating our planet.At 15 minutes, the discussion was the longest and most detailed consideration of climate policy in any of the 22 presidential debates so far. The candidates sparred over the Clean Power Plan, the Paris Agreement, fossil fuel subsidies, nuclear power and fracking—familiar topics to anybody who follows the news.One topic may have left some viewers scratching their heads: an aggressive call for a carbon tax, an approach that until now has attracted little attention in the U.S. media.So what is a carbon tax and who supports it?A carbon tax is a fee charged for each ton of carbon emitted into the atmosphere, for example, when burning coal or oil. Like emissions trading, it is a form of carbon pricing. WRI research, including last year’s Putting a Price on Carbon: A Handbook for U.S. Policymakers, argues that carbon pricing should be a core element for the United States’ long-term strategy for reducing emissions. A recent WRI policy brief shows how a national price on carbon would reduce emissions across key sectors of the economy through conservation, efficiency and investment in new technologies.Media neglect notwithstanding, taxing emissions enjoys broad support from policy experts across the political spectrum. Look no further than the Pigou Club, described by its founder, Greg Mankiw, chair of the President’s Council of Economic Advisors under President George W. Bush, as “an elite group of economists and pundits with the good sense to have publicly advocated higher Pigovian taxes, such as gasoline taxes or carbon taxes.”Pigovian taxes are named for the English economist Arthur Cecil Pigou, who famously argued that taxing things you want less of, like pollution, is preferable to taxing things you want more of, like jobs. Pigou Club members range from leftist academic Noam Chomsky to former Federal Reserve Chair Alan Greenspan. Bill Gates, Michael Bloomberg and Laura D’Andrea Tyson, chair of the President’s Council of Economic Advisors under President Bill Clinton, are also Pigou Club members.Critics of carbon taxes sometimes argue that putting a price on carbon is politically unfeasible. Yet according to an October 2015 New Climate Economy report, some 40 countries and more than 20 cities, states and regions had or were planning to put in place some form of carbon pricing.At the World Bank/IMF Spring Meetings last week, IMF Managing Director Christine Lagarde and World Bank President Jim Yong Kim hosted a high-level meeting on carbon pricing that drew finance ministers from around the world, CEOs and civil society leaders (including WRI’s Andrew Steer). Notably, Canada and Mexico described plans to pursue national carbon pricing policies, potentially putting the United States in a position of playing catch up with its neighbors to the north and south.What about the impact on energy prices, poor people and adversely affected groups, such as coal miners? A new WRI brief by Noah Kaufman, Putting a Price on Carbon: Ensuring Equity, shows that just a small portion of carbon pricing revenue would be enough to ensure that poor families and coal-dependent communities would be better off under a carbon price than alternative policy pathways.As the revenue potential of carbon taxes becomes clear, support may arise in some unexected places. Kaufman recently presented his research in coal-dependent West Virginia where listeners were keen to hear how carbon tax revenue could help them transition to a post-coal future.Last week’s CNN debate put carbon taxes on the table for the first time in the current presidential election. Given the effectiveness of carbon pricing and the broad appeal of carbon taxes across the political spectrum, it is unlikely to be the last.“The Obama Administration has made large and important steps in the right direction, but more action is needed,” says Sam Adams, director of WRI’s U.S. Climate Initiative. “Putting a price on carbon is a great approach for policy makers across the ideological spectrum, because emissions reductions can be achieved in a pro-growth, market-friendly way that is cost-effective, efficient and equitable, without impacting the size of government.”
Channel-Level Funnel So you ask the logical next question: How much is he going to get paid? At this point, your son starts squirming, his face turns red and he admits that he forgot to ask. — This is the percentage of website visitors that converts to leads and the percentage of leads that converts to customers. This is important to know because you need to understand where in the funnel you can improve. Are you better at converting leads to customers? Or visitors to leads? The answer to that question will help you determine where to focus you energy and how to drive more sales. What do you think? Are you tracking this funnel? If not, what’s stopping you? — How to Generate Leads for Small Business Marketing Analytics Photo: and Leads How could he possibly agree to a job without knowing how much he’s going to get paid? How could he not know this?! Where did you go wrong? Kids! — Website visitors are at the top of the funnel. These are the people you’ve attracted to your site via channels like your blog, social media and search engine optimization. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack . Maybe they fill out a form in order to download a white paper. Maybe they requested an demo. Whatever it is, these people are potential customers, and you have more information about them than you have about your website visitors. Conversion Rates Website Visitors website Leads Originally published May 18, 2009 8:29:00 AM, updated October 20 2016 — This means tracking everything above (the funnel) for each channel. How many website visitors, leads and customers do you get from organic search traffic? How about from your blog? And what are the conversion rates for each? The answers to these questions will help you determine which channels to focus you marketing reasources on. Topics: blogging — then fail to find out how many of those website visitors actually convert to customers. Just like your teenage son, they work without knowing how much they’re getting paid. The worst part of the story? The information they’re missing isn’t hard to get. You just have to track the right things. Specifically, you should think of your business website as a funnel like the one in the image below. Spare the indignity. Adults — particularly adults in online marketing — do this all the time. They do endless hours of , SEO work, driving people to their are the website visitors who express interest in your product by submitting information on a landing page What!?!3#$% Download our Here’s what you should be measuring in this funnel: social media . Imagine this: Your teenage son comes home from school one day with a big smile on his face, and announces he’s accepted a summer job mowing lawns. Needless to say, you’re impressed. The summer hasn’t even started and he’s got something all lined up. What initiative! What great parenting! You’ve done well. — These are the folks who pay you. If you’re not already tracking them, you’re in trouble. Lead Generation for Small Business Webinar Customers Peoria Pundit Learn how small businesses can level the playing field and generate leads efficiently by leveraging inbound Internet marketing strategies and tools.
“We knew that the Yahoo-Twitter partnership would be comprehensive and more encompassing than Twitter’s search partnerships with Google and Bing, but now Yahoo tells us the integration will focus on three primary areas: Spam vs Mahalo: Matt Cutts Explains the Difference Comic response from SEO Black Hat: mvolpe HubSpot TV is LIVE every Friday at 4:00 p.m. ET. From HubSpotter Christopher Haddad – #HubSpotTV Citibank never called or warned Fabulis at all inbound marketing will pay off ), Karen Rubin (@ How to interact on Twitter: Include #HubSpotTV in your tweets! On the show today is Mike Volpe (@ Citibank Freezes Some Fabulis Assets Doin’ It Wrong Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Citibank apparently froze the assets of Fabulis because of “objectionable content” on the company blog. “Starting Monday, Bravo will begin offering Foursquare players badges and special prizes when viewers visit more than 500 Bravo locations. Locations will be picked by Bravo to correspond with select Bravo shows including “The Real Housewives,” “The Millionaire Matchmaker,” “Top Chef,” “Kell on Earth,” “Top Chef Masters” and “Shear Genius.” . karenrubin Matt Cutts (head of Google anti-spam team): “When trying to decide if a page is spam, it is helpful to ask yourself this question: if I remove the scraped (copied) content, the ads, and the links to other pages, is there anything of value left? If the answer is no, the page is probably spam.” Ability to update status from Yahoo Question from Inbound.org Marketing Takeaway Closing to learn how to use inbound marketing to generate leads and break your dependence on programs with recurring expenses. , and chat ) and Coleen Coyne (@ www.hubspot.tv Marketing Takeaway Intro Special Guest, Olympic Gold Medalist Colleen Coyne Download the free video Fabulis is an established company with investors ($625K) and an experienced entrepreneur as founder (Jason Goldberg – SocialMedian and Jobster), but they are “the social network that helps gay men connect with amazing experiences nearby and around the world” : Cheating does not work. Don’t spam Google, and don’t rely on PPC alone. Do the hard work and Video: How to Get Off the Google AdWords PPC Crack Marketing Takeaway Headlines Should Mahalo Say “Mahalo” to Google for Tolerating Spam SEO guru Aaron Wall gets upset that Mahalo is stealing his content, not adding value and still ranking in Google. : Aggressively communicate with customers and be available for comment quickly. This will help problems from spiraling out of control. Although this deal will help put Foursquare in front of millions of mainstream television viewers, it also offers the company a chance to try to blur the lines between traditional television media and mobile experiences. Although some television executives have been successful integrating TV and the Web, merging TV with mobile has proved to be more difficult. Episode #81 – February 26, 2010 Dennis Crowley, Foursquare’s chief executive, said the company was excited to work with Bravo and push some of these boundaries further. “Bravo’s shows really overlap with our users and a new mainstream audience that we want to reach. I don’t think check-ins are a nerd-only experience. It’s about sharing content and experiences with others.” : If you are not Jason Calcanis, you need to create original and valuable content to rank in search . Twitter Goes Yahoo How many times should a keyword appear on a page for optimal density? , it’s going to work out in the end. There might be some bumps along the way, but the satisfaction of knowing you gave it a truly honest effort will be rewarding in and of itself. Additionally, you will definitely gain a following. There is no reward without risk, and there is definitely a market for authenticity.” March 19: HubSpot goes to Vegas! Access to your Twitter feed on Yahoo with us via Twitter using NEW hashtag, All old episodes are in iTunes: : Keep doing inbound marketing. Developments like this just make it more effective. Bravo to Foursquare as They Partner with Traditional TV Media Olympic athletes’ social media restrictions : Making trades is better than paying cash for advertising. Get creative! (Episode Length: 26 minutes, 41 seconds) “If you are honest in your approach to Forum Fodder Foursquare Teams With Bravo TV Watch the show in real-time at PPC is like liposuction Does Citibank Suffer From Homophobia Or Just A General Dislike For Startups? Learn how to break your Google AdWords addiction! . Ben Robbins – For several years now, good sources at Google (like Matt Cutts) have indicated that keyword density carries little or no importance in their algorithm. Keyword-related factors that are still considered include anchor text for editorial links, page title, page URL, and heading tags. They also seem to reward pages with lengthier content, maybe 500+ words, and long tail keyword variations. Marketing Tip of the Week http://itunes.hubspot.tv ColleenCoyne Marketing Takeaway creating content Details: The Yahoo-Twitter Partnership – ) Yahoo Search and media integration Originally published Mar 5, 2010 2:30:00 PM, updated July 04 2013 Why I Would Hire Bode Miller as My Inbound Marketer
force DVD renters to watch movie trailers? Is 2010 the year to start clamping down on the distribution and availability of your content? In a world that gives movie enthusiasts a plethora of ways to view movies, some legal and some illegal, I would argue; “no”. . Thank you for helping to make the world just slightly worse. Content Marketing Warner Brothers decided they wouldn’t just settle for a degraded user experience, they also wanted to make inroads in decreasing the distribution of their product. Back in January, Warner successfully executed an agreement with Netflix (a company that has experienced huge success by making it easier to rent DVDs) that prevents Netflix from renting Warner movies until four weeks after they have been released. A similar deal was signed in February with another innovator in the movie distribution space, Redbox, also preventing them from renting movies until four weeks after the initial release. night when a Warner Brothers marketer decided to deliberately and abruptly interrupt me. After hitting “play” to watch the movie seems to think that is a dumb trend and is headed in the opposite direction. I sat down with my wife to watch a rented movie on Friday The DVD business is struggling right now. According to the I would also like to give a special shout-out to Philips for inventing the technology specifically designed to prevent you from skipping DVD ads, patented here: Fine, I figured I would just skip the trailers one-by-one by pressing the skip chapter button; “cannot operate”. Some swearing ensued followed by a desperate attempt to outsmart the DVD by ejecting the disc and then restarting it while pushing the menu buttons really fast. No dice. The only thing I could do was play each trailer at 3x speed, one-by-one, as each new trailer would put an end to my fast forwarding. There is nothing more emasculating than not being able to control your own DVD player. , instead of South African rugby I was greeted with a barrage of unskippable movie trailers. Then in March, Warner Brothers decided to embrace the least innovative movie distributor in the space, Blockbuster, by actually signing a new contract allowing them to continue to rent DVDs immediately after they are released. It’s almost as if they noticed that Blockbuster lost $435 million in the fourth quarter of 2009 and thought: maybe we shouldn’t hurt the people who distribute our product. Is it really good for business to , first quarter of 2010 data show that “U.S. DVD rental revenue fell 14% from a year ago” and DVD sales were down 13% in 2009. The economy is being blamed, and of course piracy is always an easy excuse. In any event, forcing customers to watch commercials they don’t want to see on DVD’s they could only rent from one store cannot be helping. k8marieuk http://bit.ly/9MFNe0 I tried in vain to push all the buttons on the remote that might enable me to get past the unwanted nuisances. I pushed “Top Menu”; no luck. How about “Pop-Up Menu”? Nope. A simple message would appear on the screen saying: “cannot operate”. Did the DVD magically and suddenly forget what the menu button is supposed to do? Marketing Takeaway Inbound Marketing Originally published Jul 7, 2010 3:00:00 PM, updated July 11 2013 Topics: Inbound Marketing Today, huge quantities of content are available free of charge everywhere. To compete, create high quality content and then give people a great user experience by making it easy to find and consume the content. There are plenty of options out there and anything less will send potential customers elsewhere to get a more gratifying experience. Warner Brothers, go read Photo Credit: Warner Brothers In a world with ever increasing choice of quality content, Warner Brothers has made a decisive move to worsen the user experience of their product. There is only one reason to disable the DVD functions during the previews; to try to force people to watch ads that they don’t want to see. Where is my “unsubscribe” button? Where is my do not call list? Why can I not opt out of this unwanted advertising? Never in the history of the world has it been easier to get incredible content inexpensively and conveniently. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack LA Times and I want my 5 minutes back. Invictus
. He’s launched Project Awesome, a social media experiment to find a new job opportunity. *photo credit to EmailStatCenter.com Topics: In this episode, we chat about: Email marketing takeaways he has gained over the years A community manager needs to know how to communicate Tips on Growing your email list Community managers also have to be able to respond well to a crisis and be comfortable being on the front lines. his blog DJ is the former Director of Community at Blue Sky Factory. He’s also worked at Bronto, an email service provider. He’s a professional speaker in the social media and email marketing industry and an all around nice guy. Enjoy this episode? Check out the other 29 here. If you’re making the commitment to have an active Twitter account, Facebook page, LinkedIn company profile, etc, then it’s time to hire someone to manage those things because you need to be all-in when it comes to social media. People can tell when you’re not making the effort (e.g., haven’t tweeted in a month). Growing Your Email list and Community Management Tips with DJ Waldow For the full transcript of the show head here: Connect With DJ Online Project Awesome Also consider how relevant your emails are to subscribers, and the timeliness of those emails. Always keep in mind what is valuable to subscribers (not just what you think is valuable). It should be a mix of marketing and educational content. . Project Awesome! There are two big things that drive the open of an email. The first is an appealing email subject (something to catch the eye of the person who’s scanning their inbox), and the second is knowing and trusting the sender. The response has been impressive, with over 6,000 views of his resume, over 600 views of the video, and over 60 people who have gotten in touch with DJ. ! A good email open rate depends on a lot of factors – if your list is segmented and targeted, if the email was just sent to the whole list, etc. The further out the person is on the purchase cycle (e.g., they haven’t bought from you in a year), the lower the email open rate. Improving Email Open Rates Only ask for essential information (email address, name, etc) from people. After people sign up, send them to a page that confirms their sign-up. Also, send them a confirmation email so they know they’re signed up. You can follow DJ on Twitter “I knew that I wanted to do write a blog post and say, ‘I’m available.’ I’ve seen people do that before. It’s interesting, but if you’re not hiring, who cares?” . Don’t hide your subscription form on your website. Make it plainly visible. his interactive resume social media and inbound marketing podcast currently on the job hunt “You want to know the number one way to grow your list? It’s to put it on your website.” – whether that’s via writing, speaking, tweeting, blog posts, webinars, etc. You need to be able to hold intelligent conversations on a variety of platforms. Email Marketing Takeaways A good place to get email marketing statistics is “If your title has social media or community in it, you have to know how to communicate.” Growing Your Email List DJ is You should only send emails to people who want to receive them. These are people who have opted in and volunteered to engage with you this way, and who are excited about it. What it takes to manage a community DJ Waldow joins us for another exciting episode of Inbound Now, HubSpot’s “The number that we bat around a lot is 20% as an average open rate. If you’re above 20%, you’re probably doing better than average. Below, you may want to think about it.” How to improve email open rates Email Open Rates “I think the key really is to send timely, targeted, valuable emails to people who want them. It’s easy to say. It’s not necessarily easy to do.” CSpenn “The first thing is a subject line. The second thing is trust and knowing the sender.” @djwaldow What to think about when hiring a community manager and on He put together a video montage of recommendations from heavy-hitters (like Chris Brogan, Jason Falls, and Peter Shankman). He created an interactive resume. He also created a voiceover of his resume and talked people through it. Being and Hiring a Community Manager Originally published Jul 21, 2011 11:00:00 AM, updated July 03 2013 . Also, check out Inbound Marketing Don’t forget to share this post!
Originally published Jun 5, 2012 12:59:00 PM, updated October 02 2019 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Include Examples Sometimes the most effective way to explain a concept or a point is to do it through examples. While real-life examples are ideal, don’t be afraid to make up hypothetical ones to help you get your point across. In fact, we’ve done it a couple times already in this very post (or did you think there were actual unicorn breeders out there?).Just be sure that you’re choosing or constructing an example that your particular audience can relate to. If you’re a B2B company selling to businesses in one particular industry, for example, offering up an example from an entirely different, unrelated industry wouldn’t exactly be as relatable as an example specific to your readers’ industry, now would it? Consider Visual Components While visual components are not a requirement, there are definitely many how-to topics that lend themselves to — and are made better by — visual explanations. I don’t know about you, but if I were reading an article about how to change a flat tire, I’d definitely appreciate some kind of visual aid. These visuals can be in the form of images like charts, graphs, or content/ concept visualizations , or they can even include video content. Use your judgment about whether your particular how-to post would be made more helpful with some kind of visual component, and if so, create it! For example, we created the visual below to help explain the concept of content mapping in our how-to post on selecting the right call-to-action for every page on your website .As a best practice, always accompany visuals with supportive text. When incorporating video content, include a text-based explanation or transcript of the video. Not everyone likes video, and even when they do enjoy video how-to’s, it’s often helpful to have the text to follow along with or refer back to. Check out our how-to post on how to analyze Facebook Insights to improve your content strategy for an example of how to effectively marry video how-to’s with text. Finesse the Title Remember that working title you generated in the first step? That won’t do. The working title of this very post was, “How to Write a How-To Post,” but that wouldn’t have been as catchy as the title I decided on. Don’t gloss over the title, as it’s usually a potential reader’s first impression of your content. If they’re not captivated by your title, why would they choose to read your post? A great title should be actionable, concise, keyword-conscious, clear, definitive, and intriguing — all characteristics we elaborate on in our post about how to master the art of exceptional blog titles . See what I did there? ;-)So, should all how-to posts start out with “How to…”? To be honest, it’s probably your best bet. It indicates to readers exactly the type of post they’re about to read (and like we already said, people love a good, solid how-to post), it’s actionable, and it clearly demonstrates the value. But hey, don’t take my word for it. Test it for yourself! Wrap it Up As with any blog post, you’ll want to include the other key components of a great business blog post. Wrap it up in some way. You don’t need to write a long, drawn-out conclusion; a sentence or two, or a question to spark discussion should do the trick. And don’t forget to add a relevant call-to-action so you can generate some leads from that awesome, likely evergreen how-to post you just wrote. As always, have a grammar-conscious colleague review and edit your post. Finally, get a second opinion, ideally from someone who doesn’t know how to do what your post is instructing. After reading your post, does this person feel like they have everything they need to know to complete the task? They should! Have you mastered the powerful how-to post for your business blog? What other helpful tips would you add to this guide? Image Credit: Lee Nachtigal There is no shortage of different types of content you can create to feed your business blog. Thought leadership-based content, commentary on industry news, data-driven analyses, list-style posts … the options are numerous. But one type stands out from the rest. It’s a business blogging classic. It’s … the how-to post.How-to posts are favorited by bloggers and readers alike. They’re valuable and helpful, they make great pieces of evergreen content that stand the test of time, and they’re an inbound marketing staple to reap the benefits of educating your prospects . As a matter of fact, analysis of content published on this very blog reveals that how-to style posts generate an average of 55% more views than all other types of posts on our blog . For all of these reasons, it behooves you to become really great at writing them. And what’s a more fitting way to learn how to write a stellar how-to post than a how-to post itself? Oh man, this post is about to get really meta …So put on your teacher hat , and read on to learn how to write a how-to post like a blogging pro.Download 6 Free Blog Post Templates Now Choose Your How-To Topic Actually, why don’t you spend some time brainstorming a list of how-to topics? Like I said, how-to posts are an inbound marketer’s business blogging staple, so why not take the opportunity to come up with a backlog of ideas? Step into the shoes of your marketing personas, and think about what they’d like to learn how to do. Talk to your customer team — you know, the people who talk to your customers day-in and day-out and understand their needs as they pertain to your business and industry. What do they want — or need — to learn? Chances are, the questions your customer team gets asked the most will make great how-to post fodder.At HubSpot, we sell marketing software , and our ideal customers are constantly trying to learn how to be better marketers; so here are a few examples of how-to posts we’ve written that teach them how to be just that: How to Set the Right Lead-Gen Goals for Your Marketing Team How to Use Hashtags on Twitter: A Simple Guide for Marketers How to Stalk Your Competitors in 10 Minutes [Marketing Hack] When you settle on your topic, choose a simple working title to keep you on track. Make it specific to exactly what you’re going to be instructing your readers to do. Don’t worry about the length — you’ll finesse it later, and it’s really just meant to help guide your writing. Brainstorm the Steps From Start to Finish Okay, so you’ve got your topic and a working title to get you started. Your next task to tackle is a bare-bones outline. In this, you’ll list the individual steps your readers will take to do what it is you’re teaching them how to do, from start to finish. You can even do this directly within your blogging tool , making each step a header so you just have to go back and fill in the blanks later when you start writing. You can even add sub-headings to certain steps if it’s helpful to break it out in that way, or just jot down some specific tips pertaining to that section.Make sure your steps are in the proper order and that they’re comprehensive. In other words, if the reader follows the steps you’ve outlined, will he or she be able to successfully accomplish what you’re instructing them to do — or are you missing some critical steps? Remember, you’re teaching someone how to do something they don’t know how to do (or how to do well ), so it’s important to include every critical step. Introduce It Once you have your how-to post skeleton, write an introduction that sets the stage for your how-to content. In your intro, provide some context about why it’s important or helpful for your audience to learn what you’re about to instruct them to do so they understand the value of reading on. Your introduction can also be made stronger by including data and statistics to that demonstrate and prove exactly why your how-to topic is so critical. While it might not always be possible to find, conducting some quick research and pinpointing a great supportive stat can make your introduction even more compelling. Check out the example below, which shows the beginning of a recent how-to post we published on using LinkedIn emails for lead generation. That’s a pretty compelling stat, right? Furthermore, in your introduction, be very specific about what you’re going to teach your audience how to do to properly set reader expectations. If you’re a unicorn breeder and the point of your post is to teach unicorn owners how to train their unicorns to do one specific trick, yet your introduction promises to teach readers how to implement a full-fledged unicorn juggling act, then you wouldn’t be properly setting expectations, would you? Instruct by Filling in the Steps Once you’ve nailed down your intro, it’s time for the meat of the post — the actual how-to instructions. You’ve already got the headings for your steps down, so think of it as just filling in the blanks. When filling in this content, be sure to write in the second person (use pronouns “you,” “your,” and “yours”), as if you’re actually teaching your individual readers one on one. You should also use transitions between sections so each of your steps flow smoothly into the next. Here are a few other meatier tips to keep in mind as you’re writing the content for your how-to steps. Be Specific, Descriptive, and Detailed To write a truly valuable how-to post, don’t assume your readers already know how to do anything you discuss in the post. After all, you know what happens when you assume, don’t you? In other words, don’t just tell your readers to do something; tell them exactly how to do it. Be very specific in your instructions. Link to Other Resources To piggyback off my last point, sometimes you might mention something that needs a much more detailed explanation for some readers than that post has the space to explain; in fact, explaining the concept in detail might totally derail the post, which is common in more intermediate- or advanced-level how-to posts. In these instances, simply mention your point and link to another resource that explains it in more detail. Bonus points if it’s an article you’ve already written — and if you haven’t, then you might just have another blog post idea to add to your backlog! Here is an example from our how-to post on designing a persona-centric website experience , which links to our more in-depth ebook on creating effective calls-to-action . Mention Tools Depending on the topic of your how-to post, your readers may or may not need certain tools to carry out the instructions you provide in your article. Don’t gloss over that. If your audience is going to need to use tools, recommend and suggest some options for them. For example, if you’re a plumber writing, “How to Unclog a Sink Drain in 5 Simple Steps,” and one of those steps includes pouring a liquid plumber down the drain, recommend a few liquid plumbing products that work well. And hey, it’s okay if one of those product options is the proprietary liquid plumber your plumbing business sells. You’re ultimately blogging to make money, right? Product mentions when appropriate and tactful are fine as long as you don’t overdo it. See what we did in the example below, mentioning HubSpot’s marketing analytics tools in our how-to post about improving your email marketing with an integrated approach ?
Originally published Feb 22, 2013 8:30:00 AM, updated March 21 2013 Marketing Advice 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: When we started HubSpot, we set out to transform the way the world does marketing. We believed then, and still believe now, that the marketing playbook is broken and that reinventing the playbook presents a great opportunity. The approach that will win the hearts and minds of customers leverages content and context to create marketing that intersects with a customer’s lifestyle, needs, and interests. By helping companies replace interruptive marketing across outdated channels with a more simple, measurable, and lovable mindset and methodology, we’re helping our customers reap the benefits of the new playbook we affectionately call inbound marketing.We have big ambitions for ourselves and for our customers. We believe that we have a unique opportunity to be a once in a generation company, and that we are fundamentally transforming how marketing is done around the world. As a result, it’s important to reflect on the prior year to see how we’re doing toward making our vision a reality. 2012 was a great year for HubSpot, but it was an even better year for our customers: after twelve months of using HubSpot, 92% of customers increased their traffic, and 93% saw an increase in leads. We’re proud that our customers and partners are benefiting from the power of inbound marketing, and we’re humbled to be a part of their success.Below we have summarized what we believe were some of HubSpot’s key achievements in 2012, along with a SlideShare that delves a little deeper into the details of what we experienced last year. HubSpot 2012 Annual Report from HubSpot All-in-one Marketing SoftwareHubSpot Growth & Key MilestonesIn 2012, the company experienced significant growth in revenue, people, and customers. But the growth that gets us excited to come to work every day is the growth our customers experience. 8,440 customers — 2,749 of whom signed up with HubSpot in 2012 — benefit daily from the intersection of software, services, and support our team provides. 92% of HubSpot customers saw an increase in traffic, 93% saw an increase in leads, and 38% of our customers doubled their lead flow in the first twelve months. The success of our customers and partners is truly remarkable, and we’re honored to be a part of it.Dan Moyle of AmeriFirst Home Mortgage captured inbound marketing as its core when he said: “we are much more purposeful and focused when it comes to our marketing. We now measure traffic and conversions, we test everything, and we know that traditional ‘spray and pay’ shout advertising simply doesn’t work for us.” Sonia Pelia of Thermo Fisher Scientific noted that the ease and simplicity of having all of your marketing and analytics on one platform makes her team’s life significantly easier, while Concentric Marketing in the UK quadrupled their retainer-based income as a Gold HubSpot Partner. We continue to be inspired by our customers and excited by the opportunity to make inbound marketing easier, more powerful, and more effective for thousands of companies worldwide.Another exciting milestone we marked in 2012 was our mezzanine round of financing, which brought $35 million in growth capital from a number of highly respected large institutional investors. These investors join a marquis investor team that includes Google Ventures, Salesforce, General Catalyst, Matrix, Scale, and Sequoia. We believe you’re defined by the company you keep, and we’re honored to have investment partners with all-star track records not just as investors, but also as innovators. With the most recent funding, we honed our focus on operating as a public company and hit the gas on growth. Our plans for the funds included investing aggressively in software development and product improvements, recruiting and training the world’s best inbound marketing and software talent, opening up to global markets, and generally expanding the business.Although HubSpot is a private company, we value transparency. We believe our entire community — customers, employees, partners, investors, and fans — benefit from knowing the problems we are tackling, the challenges we have overcome, and the opportunities we’re pursuing for continued growth. Consistent with our belief in transparency, we release our revenue numbers each year. In 2012, HubSpot’s revenues grew to $52.5 million, an 82% increase over 2011. In addition to making our investors happy, this number is a wonderful indicator of the power of inbound marketing. We believe this is just the beginning, and that 2013 will continue to demonstrate significant growth globally.Speaking of global, 2012 also marked the announcement of our European headquarters in Ireland. By year’s end, we hired and trained more than a dozen Dublin-based employees and sent many of our top sales leaders and consultants to spread the love for inbound marketing in Europe and beyond. HubSpot customers are located in 56 countries, and we have 100 partners and 600 international customers already. We expect the international side to grow as a percentage of our overall business in 2013, and are excited about Dublin providing the gateway to HubSpot scaling globally. 1+1=3 With HubSpot 3At our first annual INBOUND conference in August, we announced the launch of HubSpot 3 to the world, with 2,857 of our closest friends hearing the news in person. HubSpot 3 gives marketers all the tools they need to create a truly personalized experience for customers, including social media, blogging, landing pages, emails, and calls-to-action. We couldn’t wait to launch HubSpot 3, because we were able to give both new and existing clients the power to attract, convert, close, and delight prospects and customers in one easy-to-use tool. The value of HubSpot 3 can be summed up simply as 1 + 1 = 3: the ability to seamlessly integrate all of your marketing tools creates value well above the sum of the parts, if you were to solve for each marketing task individually. In the end, marketers benefit from the ease of use, while the end recipients of their efforts benefit from more personalized, lovable marketing.When we surveyed our customers about how they were using HubSpot 3, one of our customers noted: “HubSpot 3 has allowed us to market BIG on a small budget.” HubSpot 3 has enabled our customers to engage 46,133,635 contacts, send 555,125,987 permission-based emails, and track almost 2.5 billion page views. 49% of HubSpot 3 users reported a higher lead-to-sale conversion rate, and 20% said HubSpot directly shortens their sales cycle. HubSpot 3 combines power, ease, and results, and launching it this year was one of our biggest accomplishments. For the Love of MarketingAt HubSpot, we have always worked to maintain a culture where people have autonomy to solve problems that interest them, flexibility to design the work schedule that optimizes their time most effectively, and transparency to truly understand the business and vision. We all do what we do for the love of marketing: HubSpot employees know they are a part of the transformation that is happening in marketing and are driven to help customers and partners navigate that change.We added 125 HubSpotters in 2012, but most importantly, we did so without sacrificing the intelligence, passion, commitment, and quirkiness that has long defined our team. Sure, we added some serious bench strength in the form of seasoned executives, but we’ve also hired master content creators who helped produce 937 blog posts this year, launched a lunch roulette program to introduce new HubSpotters to company veterans, completed a CTO Swap with Kayak.com, and been recognized once again as one of Boston’s Top Places to Work. Fun HubSpotty Facts1) Many people know that we offer free beer, but we also offer a Free (As In Beer) Books Program. Anyone in the company can request a business book, and we’ll buy it for them. HubSpot employees have requested more than 81 books from the program. The most popular items? Steve Jobs, The Challenger Sale, and Quiet: The Power of Introverts.2) The most popular free snacks in the HubSpot kitchen were bananas, followed closely by Dove chocolate3) The HubSpot Charity Auction raised $14,894 for local non-profit organizations. Auction items included a custom rap (purchased by Mike Volpe) and a trip to launch a weather balloon with a built-in camera into space (purchased by Product Manager Anand Rajaram.)Lately, given our growth trajectory, it’s no surprise that we’ve gotten a lot of questions about our competitors in the space — who we view as our greatest competition, what we think of specific marketing technologies, etc. The short answer to all of those questions is that we simply do not believe anyone in our space is doing what we are doing — delivering a truly comprehensive inbound marketing system that gives companies all the tools they need to create marketing people love. Our product solves each variable in the equation, from social media to email to analytics, while everyone else is busy helping companies solve for one component of their marketing challenges. We think, act, build, and measure differently, and we believe our customers benefit significantly from that thinking.When it comes down to it, inbound marketing isn’t a tactic, a tool, or a trend. It’s a transformative way to think about marketing, better aligning sales and marketing and creating marketing (and results) people love. Looking back at 2012, we are grateful for the HubSpot employees, customers, partners, journalists, analysts, investors, critics, competitors, and friends who made this year a huge success. We showed the world that inbound marketing is the single most powerful way to grow your business and delight your customers, and for that we are proud, grateful, and energized.
Originally published May 24, 2013 2:00:00 PM, updated April 04 2017 Facebook Marketing Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack When Facebook rolled out the ability to reply to comments on Facebook, my immediate reaction was … indifferent. Actually, I thought it was more likely it would complicate conversations and give spammers additional ways to pollute comment sections.But then I changed my tune when I saw the potential for a fun marketing activity — Facebook Chats! Similar to a Twitter Chat, a Facebook Chat is a scheduled time to, well, “chat” with a group of people about a particular topic on Facebook. With the introduction of the new Facebook reply feature, users could actually have conversations in the comments of a post. Users could reply to comments, Like comments, and make it immensely clear who they were responding to and which point they were addressing.Shortly after this light bulb went off, we hosted four Facebook Chats — we wanted to get the kinks out before we shared it with you — and now we’re ready to explain how you can host your own. Settle in to learn how easy it is to host a Facebook Chat for your business.One More Time … What’s a Facebook Chat?A Facebook Chat is a virtual gathering of Facebook users to discuss a common topic. For example, during the first chat we posted a photo of our Social Media Manager and told folks they could ask her anything about social content, and for the rest of the hour, questions came flooding in. Our social media expert was then able to respond using the Facebook reply feature on comments. Here’s a wireframe of how this looked during our promotion of the Chat:Four Key Components Needed for an Effective Facebook ChatNow that we’re on the same page, let’s review what you would need to host an actual chat.Goal: Why is this chat taking place in the first place? Are you trying to increase engagement on your page? Are you looking to grow your Facebook reach? Do you want to help promote a particular campaign you’re running?Topic: What will people be discussing in the chat? Will it need a subject matter expert to moderate and answer questions, or will your social media manager suffice?Call-to-Action (CTA): Your chat should have a clear next step. Whether that’s following your page on Facebook, reading a blog post on more relevant content, downloading an ebook, or accessing a discount code to an event, make sure you’re giving those who engaged with you a destination to head to next.Tracking Token: If you include any links in your chat, they’ll help you gain insight into the success of your chat if you include a campaign-specific tracking token. This will tell you how many visitors, leads, and customers were driven over time with your chat as their first touch, or influencing conversion event. Our tracking code was as follows: /?utm_medium=social&utm_source=facebook &utm_campaign=facebookchat8 Simple Steps to Hosting a Facebook ChatWith that in mind, here’s how to host your own Facebook Chat.Pick a topic. You’ll obviously want to pick a hot topic that your audience cares about. At HubSpot, we’re asked about our content creation process often, which is why we held our first Facebook Chat on that subject.Pick an expert. Ask someone at your business, or in your network, who has deep knowledge on the selected topic, to be your chat expert. This person should be able to quickly respond to the questions that emerge. Facebook Chats are live, which means scripted responses won’t fly.Promote the date and time. Give your fan base at least a day’s heads up as to when the chat will be held. Unlike a workshop or webinar, there’s no form to fill out or ticket to purchase with a Facebook Chat, so folks can just jump right into the conversation.Create a dedicated web page. This page should host information relevant to the chat, whether that’s just relevant chat information, or a specific content offering you want to give attendees. If you want to provide a content offering to help generate leads, you’ll want to make this page a landing page with a form.Create a campaign tracking token. As mentioned earlier, use this tracking token every time you promote the dedicated landing page so you can track and measure chat impact on your overall marketing.Host the chat on a status update. Post about your chat topic on Facebook at the beginning of the chat, and make it clear that attendees can simply comment with their questions on the status update itself. Then have your expert reply to the comments with the Facebook reply feature.Monitor the conversation. Even if you have an expert responding to questions, ensure someone is available on that chat acting as a more neutral moderator. There will be questions that your expert may not have time to attend to, or may not be suited to respond to, so you can help out by linking to relevant resources (include that tracking token!) and responding where possible.Measure the impact. Use the campaign tracking token to look at how the chats performed. You can also dig into your Facebook Insights to see how that particular post performed compared to your other Facebook posts.What We Learned About Hosting Facebook ChatsAfter hosting four chats that first week of April, we found a few immediate things that might help you to know before you host your own chat.Responding in real-time ain’t easy. It’s hard to predict what kind of questions you’ll hear on the chat, or what people will say. Make sure your expert is able to handle quickly responding to diverse questions. He/she will need to not only be comfortable speaking on the fly, but able to respond eloquently when doing so.Facebook comments do not operate in real-time. Even though you’re responding in real-time … Facebook is not. After you respond to a question, you’ll have to refresh your browser to load the latest comments and replies on the chat.You may not get to every question. As helpful as you’d like to be, you may not be able to answer every question. Due to the time it takes to respond to a single question, you may miss questions that emerge while you respond. Try your best to interact with fans, but realize you may have to regretfully miss some — otherwise you’ll be on Facebook all day!Others will jump in to help. Fortunately, the world is full of brilliant minds. You may notice some users jump in simply to respond to the questions people are putting forward. Welcome these folks! Don’t be afraid to thank them for helping respond, and share your thoughts on their responses, too.If you’re ready to try a new content format on your Facebook Page, try a Facebook chat! Feel free to share your learnings after, too. This could be the beginning of something new! Topics:
Originally published Apr 30, 2014 8:00:00 AM, updated February 01 2017 In order to build a robust database of leads for you or your sales team that you can reach out to at any time, you need to get people to sign up for something on your website — an ebook, a whitepaper, a webinar, a newsletter, a blog subscription, etc. But there are certain mistakes you might be making that are keeping people from signing up.Here are the biggest mistakes I’ve seen people make on their websites that are hindering their lead gen progress:1) You didn’t put your great offer behind a form.Have you ever poured your heart and soul into creating several ebooks or whitepapers, uploaded them to your website, and linked to all the PDFs from a single “Resources” page?Don’t pretend to look all innocent.Don’t worry — if this sounds familiar, you’re not alone. When many marketers first begin their inbound marketing journeys, they’re told to create remarkable content … but not what to DO with that content. So after you create your fabulous content, the next logical thing to do is to publish this content to your website. But once people download and enjoy your content, how will you follow up with them? How will you know how many people downloaded your content? How will you make sure they know what to do next on your site?You can’t do any of those things if you just give your content away willy nilly. If you’ve been doing inbound marketing for a while and have tons of leads, you can strategically give away form-free content at specific points in the buyer’s journey. But in most cases, you should make website visitors fill out a form on a landing page to get your awesome content. That way, you can follow up with them, know how many new leads you’ve acquired, and will be able to show them the next step to take via a confirmation page.2) You didn’t make your landing pages … interesting.You might think the ebook you slaved over for a month is a brilliant masterpiece with secrets that will revolutionize how your prospects think of your industry. And hey, maybe it is. But if your landing page isn’t interesting, your website visitors won’t care to fill out your form and bask in its brilliance.The worst landing pages are those with no images, dense paragraphs of text, and long forms. Think of how busy you are day-to-day. Do you have time to read tons of text and carefully weigh the pros and cons of filling out a long form in order to get … wait, what’s the offer again?You don’t have time. Your prospects don’t have time.Make your copy punchy and short. Add an enticing image of your offer. Keep your form as short as possible.3) It’s not obvious what the offer is on your landing page.There are certain elements of a landing page that should SCREAM what the offer is:The headlineThe image of the offerThe call-to-action text above the formGo to one of your landing pages in a new tab right now and check out these three elements. If any of them do not indicate what the offer actually is, or if any of these are missing, you have work to do.4) Your form is too long.If your form is too long, you’ll dissuade people from taking the time to fill it out, even if they genuinely wanted to get whatever you’re offering. Time is valuable, and people are inherently lazy when it comes to completing long forms. If you are offering something for people who currently know nothing about your business, perhaps First Name, Last Name, and Email Address are enough.On the other hand, you might have a good reason to include many form fields. You might get so many leads that you need extra fields to:Qualify leads. The answers in each field might help you determine lead quality, and which you should reach out to.Assign leads to reps. The organization of your sales team might depend on some of the criteria as determined by answers in your form fields, such as location or company size.Obviously, this is a good problem to have, but until you do get a high volume of leads, keep your forms short and let lead nurturing email campaigns do the lead qualifying for you.5) Your form is broken.Always test your form after you create your landing page. Always. So many times, I’ve come across landing pages that didn’t properly redirect to a confirmation page after clicking “Submit.” This also means that my contact information probably didn’t make it to their lead database. 6) You left “submit” as the submit button text.All text on your landing page is an opportunity to convince your visitors that they should fill out the form and get whatever it is you’re offering. Leaving “submit” as the submit button text on your form is a missed opportunity. You should customize this copy based on whatever the offer is.Here are some examples:Download this ebookSign me up for a demoShow me this presentationClaim your couponSave your seatThose are all much more enticing calls-to-action than “submit.”7) You forgot to add CTAs to your website.Your landing page may look fabulous, but it won’t matter if your website visitors can’t even find it! Here are some places you should include call-to-actions (CTAs) leading to your landing pages:Your homepageYour blog’s sidebarThe bottom of each blog post (possibly as a slide-in CTA)Each of your product/service description pagesYour about us pageYour pricing pageWant to share this post? Here’s a ready-made email:Click here to send this email to your colleagues now:Subject line: Are we making any of these mistakes on our website?Message: Check out this article I found: 7 Biggest Mistakes Keeping You From Getting Leads On Your Website – http://hub.am/1iuERDw Are we making any of these mistakes? What can we do to get more leads from our website? 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 Generation Topics:
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Did you ever play the telephone game as a kid?A group of kids take turns whispering a single message to the person to their right, and by the time the message reaches the end of the line, it has usually has taken on a completely different meaning then when they began.The telephone game is a perfect metaphor for how communication between agencies and clients can break down during a brand redesign project. Clients might have a clear picture of what they want out of a branding project in their heads, but when it comes to communicating each subtle nuance, many things get left up to interpretation.Free Download: Creative Brief TemplatesA brand redesign project can feel like a high-stakes guessing game for agencies and designers. You present the client with endless drafts and revisions, but there’s always something that isn’t quite right. To help agencies navigate the unique challenges of brand redesign projects, we’ve compiled a list of questions clients should answer before your agency agrees to take on the project. These first set of questions will help you uncover what your client really wants out of the brand redesign project, and the second set will help you deftly navigate the logistics. 16 Questions To Ask Before A Branding ProjectDiscovering Your Client’s Desired Identity for the Brand Redesign1) What do you like about your current brand identity?Before you start redesigning a brand, it’s important to know what specific qualities the client likes about their current brand. Just because they requested a brand redesign doesn’t mean they want to completely scrap what they’ve already built. It’s important to determine which areas of the current brand should be maintained or given just a light update, instead of getting rid of them entirely in the redesign.2) What don’t you like about your current brand identity?In the same vein, it’s also vital to recognize what the client doesn’t like about their current brand. Figuring out what your client is particularly unhappy with will set some initial boundaries for your team. It lets you know what areas of the brand should be given the most attention, and also gives you an early idea of your client’s tastes.3) What’s the story behind your current brand?Brands are driven by storytelling, so agencies need to make the effort to learn their client’s brand story early on. Think of yourself like a Hollywood director tasked with remaking a classic movie: You need to get familiar with the original before you can put your own spin on it — otherwise the remake is sure to fall flat.4) Can you name a few examples of brands you admire?There’s really no way around it: Branding is a fluffy, floaty topic, and it can be challenging for clients to clearly articulate exactly what they want. Asking your client for some examples of other brands they admire (either in their industry or outside it) can help your team start building a more informed vision, and also forces your client to seriously consider what kind of brand they want to be. Make sure you ask them to unpack what specific qualities they admire about the brands.5) Are there any particular adjectives you people to associate with your brand?Asking clients to find a few descriptive terms to characterize their desired brand presence can help them ground their thoughts and put words to abstract ideas. This deceptively simple question will help your agency define an aesthetic scope and understand which qualities to prioritize as you begin the project. 6) Where do you see your brand in 10 years?This question will help your team understand your client’s long-term aspirations, and get a feel for the direction they want to head towards with their branding. It also shows the client that you’re committed to helping them grow their brand, and not just treating this account as a one-off project.Getting acquainted with your client’s target audience7) Who exactly is your ideal client?At the end of the day, the brand you create isn’t just for the client, it’s for their target audience. To make informed design and storytelling choices, your agency needs to make a concerted effort early on to understand the client’s ideal persona. If you find that your client doesn’t have an ideal persona, this can be a great chance to offer additional value by helping them figure out who to target in their marketing efforts. You can download our free buyer persona template here.8) Who are your direct competitors?Agencies need to understand the context in which their clients’ businesses operate. What does the industry look like? How are other companies in the space approaching their marketing and branding? Much of this information can be found through research, but it’s still beneficial to ask your client to define the competition in their own words.9) What are you ideal customers’ biggest pain points?While customer pain points can’t all be completely solved by branding alone, it’s important for agencies launching into a brand redesign to know what exactly their client’s customers struggle with. Having this information can give you agency an idea about how your client needs to position their business through their branding.10) Why should your target audience choose your product or service above your competitors?This question is important because it pushes your client to think about what specific factors makes their business unique. Developing a brand that stands out (especially in a competitive industry) is all about differentiation. And nobody knows what makes your client’s business unique better than their own team. 11) Are there any audiences you aren’t currently reaching that you want to reach with your brand?Even if your client already has a good grasp on who their business best serves, it’s relevant to see if there are any untapped sources of new business they’ve previously had difficulty reaching. Your agency can consider this desirable audience during the branding project to potentially extend your client’s reach.Understanding the Logistics of the Brand Redesign Project12) Who is the key decision-maker on your team?From the outset, your agency should know who on your client’s team will have final approval of the branding project. It’s great to get buy-in from everyone on the client’s team, but if there’s a single person or group of people that have the final say, you’ll want to focus your efforts on keeping them in the loop as the project moves forward.13) What does the approval process look like?The end goal is to get the new brand approved by your client’s team, but how exactly does that work? Make sure you have a good understanding of how your client will review and approve the project so you can see where in the process particular elements are getting stuck or rejected.14) What are the expected deliverables for this project?Branding means a lot of different things to different people. Some clients won’t even have a full idea of what they need out of a branding project at the outset, so it’s important to discuss the tangible products early on and agree on what you’ll be providing. Otherwise, you could find yourself in a web of miscommunication and scope creep. If you want to learn how to avoid scope creep with clients, check out this free ebook.15) What is the budget for this project?Asking about the budget for a branding project up front is a great way to evaluate how important this project is to your client. If they offer an extremely low budget, they probably don’t fully understand the value of branding, and may not be a good fit for your agency.16) What is the expected timeline for this project?A branding project can be a massive undertaking, so it’s vital to set realistic timeline expectations with your clients from the beginning. If they have a tight timeline, you may need to reevaluate the scope of what your agency is able to offer. It’s better to know time limitations right away rather than upset the client later on when you can’t deliver in the window they expected. Originally published Oct 18, 2016 5:00:00 AM, updated August 26 2017 Topics: Rebranding Don’t forget to share this post!
Topics: Originally published Sep 19, 2018 7:00:00 AM, updated October 23 2018 For the past few years, augmented reality (AR) has been discussed as a useful but far-fetched solution, particularly in retail.However, partially due to the launches of Apple’s ARKit and Google’s ARCore, augmented reality is no longer a future possibility for retail — it’s here. In fact, 75% of consumers now expect retailers to offer an augmented reality experience.Brands that take advantage of augmented reality will be the brands that satisfy more customers long-term. While there are many ways AR will transform retail in the upcoming years, we’ve honed in on five in particular.Unlock tips, systems & recommended resources to stay ahead of the tech curve.Take a look at how AR is transforming retail, and then consider how you can incorporate AR into your own retail strategy.1. Virtually Try On 3D ProductsIf you’re anything like me, a store packed with customers can deter you from trying on products, even if you really need a new pair of sneakers.A few brands are using AR to combat this challenge. For instance, Lacoste’s LCST Lacoste AR app allows customers to virtually try on shoes — since its release, over 30,000 users have interacted with the products within the app.Image courtesy of Engine Creative. Sephora, meanwhile, created a Virtual Artist App with Modiface to show Sephora app users how makeup products will look on their face via their phone’s camera.By the end of 2018, it’s estimated mobile devices will account for 27% of all U.S. retail ecommerce sales. As holiday season approaches, busy shoppers will turn to brands like Lacoste and Sephora to ensure they like the look of a product before making an online purchase. By offering a comparable alternative to the in-store experience, you’re able to appeal to a larger demographic.2. Look at 3D Products In Home Oftentimes, an in-store experience doesn’t help customers visualize how products will fit and look in their homes. One of the biggest ways AR will transform retail is by offering customers the opportunity to see products in home before purchase.For instance, Magnolia Market partnered with Shopify’s AR team to create an app that allows customers to see how the brand’s products will look in their homes. Augmented reality helps customers visualize Magnolia Market’s products to decide if the products match the existing furniture, or fit well in the room.Image courtesy of Shopify. Similarly, Home Depot released their Project Color app in 2015, which allows users to see how a paint color looks in a room. The AR technology considers lighting, objects, and shadows in the room, so you can get a realistic portrayal of how the paint color will look in real life.Both Mangolia Market and Home Depot’s AR apps allow users to send images through text or on social media to get a friend’s opinion before making a purchase.As more home improvement retail stores offer AR apps, it will become harder to compete without one. If you had the option of seeing one brand’s couch in your home before purchasing, or purchasing from another brand without knowing how it would look, which would you choose?3. Gather In-Store InformationNowadays, nearly 60% of shoppers look up product information and prices while using their mobile phones in stores. Augmented reality could provide a critical solution to meeting those shoppers’ needs.There’s certain product information a shopper can’t ask a sales associate — questions like, “What do other customers think of this product?” AR can fill this gap. For instance, American Apparel created an AR app that allows customers to scan signs in-store and pull up product information, including customer reviews, color options, and pricing.Image courtesy of AmericanApparelTech.Additionally, app users can watch videos of models wearing American Apparel products, or send products to a friend if they think the friend would like it.While users are likely able to find this information online without an AR app, augmented reality helps bridge the gap between offline and online shopping, creating a more cohesive experience. To help your customers find what they need more effortlessly, you might consider using AR in-store.4. Use Virtual Fitting RoomsFitting rooms, particularly during a busy shopping season, can be a deterrent for shoppers. Sometimes, a shopper might buy an item, try it on at home, and return it just to avoid the fitting room line. Other times, shoppers might decide the item isn’t even worth the hassle.If you’re going to use AR, you’ll want to brainstorm how to make the lives of your customers easier. Topshop, for instance, partnered with AR Door and used Kinect motion sensing technology to create a virtual fitting room for customers in their Moscow store. By standing in front of the camera, customers were able to see how clothing items looked on their bodies without physically trying anything on.Image courtesy of ARDOORMoscow.Similarly, Timberland created their own virtual fitting room in Moktow Gallery in 2014. Using Kinect, Timberland’s fitting room allowed customers to see how their bodies looked in certain outfits.Ideally, AR can help you appeal to more customers, including shoppers who are rushed or frustrated by the crowds. To satisfy more people, you might consider incorporating virtual fitting rooms into your store.5. Build Brand Awareness Even though augmented reality is becoming increasingly mainstream, it’s still unique and surprising.Retail stores that use AR in 2018 set themselves apart as especially innovative and modern.For instance, Airwalk used geolocation and AR to create an “invisible” pop-up shop, promoting the limited-edition relaunch of the Airwalk Jim. To purchase the shoe, customers needed to download Airwalk’s app and go to a virtual pop-up store location.Airwalk’s unusual and fun shopping experience resulted in $5 million in earned media, and the ecommerce store’s busiest weekend yet. Additionally, the campaign proved Airwalk as a relevant and forward-thinking brand. By understanding their core demographic, Airwalk was able to successfully build brand awareness using AR.Image courtesy of LS:N Global. Ultimately, it’s important you consider how AR would best-suit your customers’ needs. To create a sustainable long-term strategy, you’ll want to avoid using AR simply for flair — consider how the technology can enhance your customer’s shopping experience, and you’re more likely to find lasting success. Augmented Reality (AR) Don’t forget to share this post!
Topics: Don’t forget to share this post! Local SEO Today, Google is inserting itself between consumer and local business websites much more often.You need look no further than Google My Business conversion points, AMP, and featured snippets for proof.So it makes sense to get your local business information into the places people are already going to find businesses like yours, rather than simply hoping they’ll find you in search results.Click here to get everything you need to get your website ranking in search.Getting your local business’ NAP (Name, Address, Phone number) information listed on directories, online business listing sites, and citation sites helps to improve visibility, but backlinks from these sites can also have a benefit to SEO. Here are a few things to make sure your company listing has in it once you add it to a directory:Consistent NAP. If you add or update your business on multiple business listing sites, make sure you’re providing the same company information across each directory.A link to your website. Backlinks — also known as inbound links — are crucial to your company website’s domain authority. Consider adding a tracking link at the end of this URL as well, so you can see how much traffic your website specifically gets from the business directories that are linking to it.A company description. Make sure you have a detailed description of your business that reflects your organization’s mission, culture, and values.Multimedia. Give company searchers a visual taste of your business with a picture or video of your office, your employees, or your daily business operations.There are plenty of location-specific directories and industry-specific business listing sites to which you can submit your data, but local businesses should start with the big guns and work their way toward the more niche directories. Free Business Listings What is a business directory?A business directory is an online list of businesses within a particular niche, location, or category. One way local businesses can get found by online searchers is through inclusion in business directories. FacebookApple MapsGoogle My BusinessLinkedIn Company DirectoryBingYelpMapQuestHubSpotSuper PagesYellow BookThumbtack With that in mind, we’ve put together a list of the biggest and most important business listings sites today (based on Domain Authority gathered from Moz Link Explorer in May 2018). Many of these directories are completely free.Local Business Listings & Directories for Small Business MarketingFacebook (Domain Authority = 100)Apple Maps (Domain Authority = 100)Google My Business (Domain Authority = 100)LinkedIn Company Directory (Domain Authority = 98) Bing (Domain Authority = 94)Yelp (Domain Authority = 94)Better Business Bureau (Domain Authority = 93)Foursquare (Domain Authority = 92)MapQuest (Domain Authority = 92)HubSpot (Domain Authority = 91)Yellow Pages (Domain Authority = 91)Angies List (Domain Authority = 91)Yahoo! Local (Domain Authority = 91)Manta (Domain Authority = 87)Merchant Circle (Domain Authority = 86)Super Pages (Domain Authority = 84)Yellow Book (Domain Authority = 83)Thumbtack (Domain Authority = 82)Local.com (Domain Authority = 77)Kudzu.com (Domain Authority = 76)Hot Frog (Domain Authority = 76)Communitywalk.com (Domain Authority = 75)Brownbook.net (Domain Authority = 73)Tupalo.com (Domain Authority = 72)La Cartes (Domain Authority = 68)2findlocal.com (Domain Authority = 67)ezlocal.com (Domain Authority = 67)ebusinesspages.com (Domain Authority = 67)Spoke (Domain Authority = 66)Chamberofcommerce.com (Domain Authority = 66)City Squares (Domain Authority = 66)Cylex USA (Domain Authority = 66)yelloyello.com (Domain Authority = 66)BOTW (Domain Authority = 65)worldweb.com (Domain Authority = 65)ibegin.com (Domain Authority = 63)Get Fave (Domain Authority = 63)Fyple.com (Domain Authority = 63)Company.com (Domain Authority = 60)Call Up Contact (Domain Authority = 60)Finduslocal.com (Domain Authority = 60)My Huckleberry (Domain Authority = 59)Hub.biz (Domain Authority = 59)where2go.com (Domain Authority = 58)City Insider (Domain Authority = 58)n49.com (Domain Authority = 58)My Sheriff (Domain Authority = 57)opendi.us (Domain Authority = 56)Bizhwy.com (Domain Authority = 55)Smartguy.com (Domain Authority = 55)Wherezit.com (Domain Authority = 55)DiscoverOurTown.com (Domain Authority = 54)Nexport.com (Domain Authority = 52)USdirectory.com (Domain Authority = 50)Wowcity.com (Domain Authority = 49)Bizadee (Domain Authority = 48)Wand.com (Domain Authority = 47)Making sure that you have a presence everywhere your potential customers might find you is critical to any local marketing plan. Don’t wait — add your local business to some of these business listings and directories as soon as you can. Originally published Aug 9, 2019 7:00:00 AM, updated July 06 2018
Wriddhiman Saha will take over the wicketkeeping gloves from Rishabh Pant in the first Test of the 3-match series against South Africa starting October 2 in Vizag.Saha had played the last of his 32 Test matches against South Africa in Cape Town before he was sidelined due to an injury. Rishabh Pant, the 21-year-old daredevil batsman from Delhi, played 11 Test matches as Saha’s replacement and gave a good account of himself with the bat in England and Australia.In England, Rishabh Pant scored an entertaining hundred before he played some gutsy knock in Australia including his Test best of 159 not out. Pant was also involved in several banters with the Australian batsmen from behind the stumps.Between the tours of England and Australia, Pant smashed identical scores of 92 in two Test matches against West Indies at home.However, on the tour of West Indies, Pant scored 24, 7 and 27 in three innings but it was the way he threw his wicket away across formats that irked the captain and coach.On Tuesday, India skipper Virat Kohli confirmed India have decided to go back to Wriddhiman Saha, who is a far better wicketkeeper than Pant and by all means, a reliable middle-order batsman.”Saha’s keeping credentials are there for everyone to see. He’s played well for us whenever he’s got a chance with the bat for us also. It was unfortunate that he was out for such a long period with an injury, and according to me he’s the best keeper in the world. In these conditions, and with what he’s done for us in the past, he’ll start for us,”Virat Kohli said.advertisement”Yes, we felt like Rishabh given the opportunities had done well. Although Saha was almost going to start, we felt that it was better to let him ease back into things rather than forcing him to start immediately. We all felt that he’s just come back, although he’s keeping well, he’s batting well, we felt that it was fair to give Rishabh a few more opportunities because of what he has done in the past season for us.”Saha was always someone who we would back as a pure keeper in Test cricket. He’s done well under pressure situations for us. It was all about finding the right opportunity and the moment to bring him back in. You need to be wary of these things in a team environment where you understand when to bring a player back or when to give another guy more opportunities.”I think these are very delicate things. You can always look at the hindsight whether the timing was right or not. But you just go with your gut feel along with the team management and then you take a call and stand behind your decision. I feel for now it is the right time for Saha to come back and get into his own and we all know what he can do with the gloves and with the bat as well under pressure situations,” said Kohli.Saha does not have the flamboyance of Pant but he has more often than not got the job done. In 32 Tests, he has scored 1164 runs including 3 hundreds and 5 fifties.India playing XI for 1st Test: Virat Kohli (Capt), Ajinkya Rahane (vc), Rohit Sharma, Mayank Agarwal, Cheteshwar Pujara, Hanuma Vihari, R Ashwin, R Jadeja, Wriddhiman Saha (wk), Ishant Sharma, Md ShamiAlso Read | South Africa have the depth to manage Steyn, Amla absence vs India: MaharajAlso see: