4 Reasons Why You Should Use YouTube Shorts [+ 5 Brand Examples]

Did you know that the first video published on YouTube was only 18-seconds long?

Since launching in 2005, the video giant’s founders have learned time and time again that content doesn’t need to be long to engage audiences.

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Now, following a nearly year long beta period – as well as the success of TikTok, Instagram Reels, and other viral video platforms – YouTube Shorts is in full swing and creators can now take advantage of the YouTube Shorts Fund.

Let’s talk about what YouTube Shorts is, how it works, and how brands like yours can leverage it.

What’s the latest with YouTube Shorts?

In September of 2020, YouTube Shorts – a YouTube app feature that rivals TikTok and Instagram Reels – began its first round of testing in India. The beta feature enabled users to see and create 15-second videos with musical overlays.

Even in its most basic beta form, the Shorts feature saw solid performance in India.

In late February of 2021, Google and Alphabet CEO Sundar Pichai announced that videos on the India-based Shorts player receive 3.5 billion cumulative daily views.

The Shorts beta was fully released in the U.S. in March of 2021, surpassing 6.5 billion daily views.

A few months later in July, Shorts launched globally in over 100 countries.

With YouTube Shorts still in beta mode, marketers are wondering how they’ll take advantage of this video feature, what the final platform will look like, if it will have similar virality to TikTok, and how it could help brands better engage with YouTube’s more than 2 billion active users.

The truth is, as short-form video platforms grow more and more popular, it’s hard to know which will rise above the others. And, because the YouTube Shorts is still evolving, we can’t fully predict what using it will be like in the near future.

Here’s one thing we do know: YouTube houses millions of hours of branded content. As such, YouTube Shorts could be worth your time – especially if you already have a video strategy on the platform.

Below, I’ll walk through the basics of YouTube Shorts, and what opportunities it could provide for marketers upon its official launch.

When explaining why YouTube decided to launch Shorts, a blog post from the tech giant read, “Every month, 2 billion viewers come to YouTube to laugh, learn and connect. Creators have built entire businesses on YouTube, and we want to enable the next generation of mobile creators to also grow a community on YouTube with Shorts.”

“User-generated short videos were born on YouTube starting with our first upload, a short 18-second video called ‘Me at the zoo.’ As technology advances, creators and artists can now take advantage of the incredible power of smartphones to easily create and publish high-quality content wherever they are in the world,” the YouTube post added.

The post continues to say that consumers today enjoy bite-sized content that they can enjoy at any time of the day. A platform like YouTube Shorts allows viewers to step away from long-form video content and alternate as they please.

What YouTube Shorts Looks Like

YouTube Shorts is currently in beta in over 100 countries.

While we don’t know what Shorts will look like for certain when it moves out of beta, I took a few screenshots of the beta I recently discovered on my YouTube app to help marketers envision the potential user experience.

Creating YouTube Shorts

When you have the YouTube app, creating a Short is one tap away.

When you land on the home screen, you’ll see the “+” icon on the lower center navigation. Once you click it, you’ll see “Create a Short” from the menu.

how to create a youtube short on the youtube app

When you tap Create, the Shorts creation interface will be similar to that of Instagram Stories in that it opens to a camera screen that allows you to:

  • Record segments of a 60-second clip or a full minute-long video.
  • Upload pre-created content from a camera roll.
  • Film a “short” with back or front-facing cameras.
  • Adjust video speed.
  • Set a recording timer.
  • Pick sounds for musical overlays.
  • Add filters and text.

Here’s a quick screenshot of some of the platform’s features.

youtube shorts record screen

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Watching YouTube Shorts

Before the Shorts beta test, YouTube had already been testing a section of its site where shorter videos were placed, shown below.

Today, YouTube added a dedicated shelf for the Shorts feature to its app homepage where you can start to view Shorts created by beta testers as well as short videos YouTube already had on the platform.

youtube shorts on the homescreen of youtube app

When watching a Short, you can tap icons on the right bottom of the screen to “Like,” “Dislike,” or comment on the video. If they enjoy what they see, they can also tap the “SUBSCRIBE” to follow the video creator.

youtube shorts vertical feed

Once a viewer finishes a Short, they can swipe their finger up – like on Reels or TikTok – to see a vertical feed of more Shorts from other creators.

Users can also access this vertical feed on their home screen, by clicking on the Shorts tab.youtube shorts tab on youtube app

What Makes YouTube Shorts Different from Its Competitors

As a marketer, seeing every social media platform launch Stories or short-form video features might be overwhelming.

And, now that so many have come out, you might be asking yourself, “Will YouTube Shorts provide more opportunities than Instagram Reels or TikTok?

Well, we still don’t know yet. However, we think YouTube Shorts will be worth watching. Here are a few reasons why.

1. Short-form creators could see a bigger reach.

While Gen Z users flooded TikTok, causing its astounding early growth, YouTube, the second largest website globally, launched Shorts to more than 2 billion monthly active users.

Rather than wondering, “Will YouTube Shorts get awareness?“, ask yourself instead, “How do I tap into YouTube’s huge audience with Shorts?

According to Nelson Chacon, HubSpot’s principal YouTube content strategist, you’ll want to know which segment of YouTube’s huge audience you want to market to before producing Shorts – or any other YouTube video for that matter.

Additionally, if you have a solid subscriber list, continue to create content that’s still relevant to them – even if it’s shorter-form.

“Your subscribers know your channel for its content and Youtube, as a platform, works best with consistency,” Chacon says.

For example, say you regularly create long-form content related to your product or industry and find that it engages your audiences. Chacon notes that you can use Shorts to create quick tutorials or step-by-step videos around those content topics.

2. Brands in most industries could leverage Shorts.

Because TikTok has a somewhat niche user-base filled with younger consumers, some types of brands, such as B2B companies, might have a harder time growing awareness there.

While YouTube shares similar popularity with young adults, the content on its platform is so vast that it brings in people from all sorts of age groups, countries, industries, and niches.

Ultimately, there’s a video for everyone on YouTube. With Shorts, more brands will be able to engage with audiences from a much wider range of audience targets.

For example, while a B2B brand might have difficulty connecting with Gen Z consumers on TikTok, they might be able to connect with professionals looking for industry-related content on Shorts.

Similarly, if you target older generations, such as Gen X, your short-form content might get more engagement on YouTube than TikTok.

3. YouTube Shorts could be less vulnerable than other viral platforms.

This summer and throughout the fall of 2020, TikTok was threatened with bans and censorship regulations.

Why is this concerning? If you’re a marketer who spends time mastering content strategies on a social media app, a ban or regulation of that app could mean that the content you’ve worked so hard on might never be seen.

However, because YouTube is one of the oldest and most successful online platforms, and it’s owned by the publicly traded Alphabet, it might be seen as more trustworthy to governments than viral apps that provide less public data security information – like TikTok.

4. Shorts could provide long-term benefits.

While Instagram Stories and Reels content expire by default after 24 hours, some YouTube Shorts beta testers say Shorts don’t disappear from YouTube – which could help grow long-term YouTube awareness.

For example, if a person who prefers short-form content stumbles upon your YouTube page, they can see all of your short videos, rather than only being able to access your longer content.

Or, if someone’s in a rush and searching for a quick how-to video related to something you’ve filmed, they might find and watch your short videos on that topic – even if you published them months ago.

How 5 Brands Use YouTube Shorts

1. Danessa Myricks Beauty

Have exciting news you want to share with your audience? Take a page out of this brand’s playbook.

In this countdown-style video, Danessa Myricks Beauty used a short to promote its launch in Sephora and build some anticipation.

In the first half of the video, multiple people can be heard saying “One more day.” Then, we see the CEO sending off a package to be sent to Sephora stores.

Here’s why this works: There’s no time wasted in this Short. It’s engaging from the very start and every frame serves a purpose. Secondly, there’s a clear message – the audience leaves knowing the 5Ws (who, what, when, where, why).

Lastly, this Short creates excitement for the brand’s growth and invites the audience to join in the countdown.

2. LYFE Marketing

Who said informative content had to be long? LYFE Marketing shows that you can create fun, engaging, and informative content in under 30 seconds.

In this Short, the brand breaks down color psychology. The talent in front of the camera simply points to the text which appears on different parts of the screen during the video.

If you don’t have a big media budget, this is an effective, low-effort method of creating content your audience will be interested in.

3. WebFX

Shorts are a great way to repurpose content. You can take content from a blog post, live stream, or downloadable report to create a short-and-sweet video.

Digital marketing agency, WebFX, created a short to explain the costs behind social media marketing.

With the use of graphics, WebFX delivers great information in a succinct way. It’s likely the brand has an article or other form of content that dives deeper into this topic.

But for social media, snippets are the way to go. When done right, they pique your audience’s interest and lead them to your website.

4. The Voice

To promote its new season, NBC’s The Voice created a Short featuring this year’s hosts.

What works well here:

  • It serves as an ad for the brand.
  • It utilizes text to emphasize certain phrases and keep the audience engaged.
  • It includes a banner at the end with clear directions for viewers on when and where to watch the show.

5. Satori Graphics

Here’s another great example of how graphics and illustrations can take your Shorts to another level.

Satori Graphics is a popular YouTube channel to learn graphic design. The channel features hundreds of long-form videos on the topic and this Short serves as an extension of what’s already on the channel.

This tactic can work well for attracting new viewers to the channel, as a one-minute video is less intimidating than a 20-minute video. It’s similar to how you present a content offer at the end of a blog article.

A reader may be more likely to read a blog post first than read a 20-page report, as it’s an easier point of entry. The same concept can apply to Shorts.

How to Prepare for YouTube Shorts

While we aren’t sure how Shorts will evolve, it’s not too early to consider how you could implement it into your social media or video marketing strategy. Here are a few quick tips to keep in mind.

  • Optimize short YouTube videos: Chacon says global creators should begin to add, “#shorts” to descriptions of videos that are 60 seconds or less.
  • Identify short-form topics: Are there any topics your team creates content around that could be distilled into a few quick tips, steps, or data points? If so, you might be able to repurpose this information by creating a Short.
  • Audit your short-form videos: Have you created Instagram Reels, TikToks, or other social media videos that would only need a few light tweaks to engage your YouTube audience? If so, you could test them on Shorts when the platform launches.

To learn more about YouTube Marketing, check out our Ultimate Guide – or download the free resource below.

Editor’s Note: This post was originally published in March of 2021 and has been updated for comprehensiveness.

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11 of the Best A/B Testing Tools for 2020

In the marketing industry, we treat experts like they’re village elders, soaking up every tip and trick they have to offer so we can implement them into our own work, desperately hoping for similar results.

But, when you really think about it, marketing is always changing and experts often don’t have visibility into your unique context.

This naturally begs the question: what should you do when you can’t find a solution to one of your problems on the internet? To find the answers to your unique problem, consider channeling your inner Sherlock Holmes and become an investigator.

Investigators forage for information that’ll lead them to the answers to their own specific questions. And, as a marketer, one of the best investigative tools at your disposal is A/B testing.

Free Download: A/B Testing Guide and Kit

Every company has a different set of customers, so there’s no one-size-fits-all formula for designing the most optimal website, crafting the most compelling copy, or building the most effective product.

To figure out which website design, line of copy, or product feature will produce the best results for your company, you must discover what your unique set of customers prefer.

To help you do this, we’ve curated eight of the best A/B testing tools that’ll help you optimize your website design, copy, product, and, most importantly, help you find the answers tailored to your needs

1. HubSpot & Kissmetrics’ A/B Testing Kit [Featured Tool]

Don’t know where to start with A/B testing? This tool may be just what you need.

a/b testing tool from HubSpotDownload the kit for free to get started with A/B testing in your business – an A/B test tracking template, a how-to guide for instruction and inspiration, and a statistical significance calculator to see if your tests were wins, losses, or inconclusive.

It’s ideal for businesses just getting started with A/B testing, or for businesses that need a way to track their existing tests.

Pricing: Free

2. Google Optimize

Google Optimize offers a set of tools under the Google Marketing Platform to help brands improve their website’s performance.

a/b testing-tool: Google Optimize

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Their A/B testing tool, in particular, offers more than just the standard A/B testing. Users can test more than two versions and can also run:

  • Multivariate testing
  • Split URL testing
  • Server-side experiments

The best part? It’s free to use for all your testing and personalization needs.

Pricing: Free

Landing Page A/B Testing Tools

3. Freshmarketer

a/b testing tool freshmarketer

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Freshmarketer, which is the marketing arm of the business platform Freshworks, is a conversion rate optimization software that offers A/B testing and split URL testing.

Their A/B testing tool can test, target, and validate your experiment, integrate with Google Analytics, and even track the amount of revenue your experiments have generated.

Freshmarketer’s Split URL testing tool can help you test multiple variations of URLs, turn winning test variations into real web pages, and grasp the effectiveness of your web design by offering heatmaps of every variation of your split URL test.

Pricing: Starts at $19/month for A/B testing features

Web Testing Tools

4. VWOa/b testing tools - vmo

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Trusted by over 4,500 enterprise brands including eBay, Target, and Virgin Holidays, VWO is an A/B testing and conversion rate optimization platform tailored specifically for enterprise brands.

In their suite, you can build A/B tests, Split URL tests, and multivariate tests with a drop-and-drop editor.

To gauge the performance of your tests, VWO offers a robust reporting dashboard. VWO also offers a SmartStats feature that leverages Bayesian statistics to help you run faster tests, give you more control of your tests, and reach more accurate conclusions.

Pricing: Upon request

5. Optimizely

With 24 Fortune 100 companies as customers, Optimizely is a digital experimentation platform for enterprise marketing, product, and engineering teams.

optimizely testing example

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Using their powerful A/B and multi-page experimentation tool, you can run multiple experiments on one page at the same time, allowing you to test various variables of your web design.

Optimizely also offers testing on dynamic websites, various experiment dimensions like an ad campaign, geography, and cookies, and various experiment segmentation parameters like device, browser, and campaign.

Pricing: Upon request

6. Omniconvert

a/b testing tool omniconvertImage Source

It’s a conversion rate optimization platform that offers an A/B testing tool, as well as survey, personalization, overlay, and segmentation tools.

Using their A/B testing tool, you can run A/B tests on desktop, mobile, and tablet. Additionally, you can turn winning versions of an A/B test into the control for a future test and leverage Frequentist or Bayesian statistics to validate your tests.

Omniconvert also blends their segmentation tool with their A/B testing tool to let you test over 40 segmentation parameters, like:

  • Geolocation
  • Traffic source
  • Visitor behavior

This allows you to improve your website’s user experience, product features, and content’s ability to engage and convert.

Pricing: Starts at $167/month

7. Crazy Egg

a/b testing tool  - crazy egg

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Crazy Egg is a website optimization software that offers A/B testing, heat mapping, and usability testing tools.

Its A/B testing tool lets you test variations of every single page on your website by adding one snippet of code to the pages you want to experiment on.

Crazy Egg also lets you build A/B tests without any coding experience, sends more traffic to the optimal variant of your test once it recognizes it’s the winner, and offers intuitive conversion tracking and reporting tools.

If you work for a small business, Crazy Egg is definitely a tool you should consider.

Pricing: Starts at $24/month

8. AB Tasty

With AB Tasty’s conversion rate optimization software, your team can build and run A/B tests, split tests, multivariate tests, and funnel tests with their visual editor.

a/b testing tool  - ab tasty

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You can also leverage their advanced targeting to test based on various criteria like URL, geolocation, weather, and more.

To help validate your tests, AB tasty offers reports that display your tests and their confidence levels in real-time. This allows you to make decisions quickly and accurately.

Pricing: Upon request

9. Convert

a/b testing tool - convert

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Trusted by brands like Sony, Unicef, and Jabra, Convert is an A/B testing and web personalization software that offers A/B testing, split testing, multivariate testing, and multipage experiment tools.

Convert also offers an advanced segmentation tool that allows you to segment users based on their historical behavior, cookies, and JavaScript events.

Additionally, Convert can gauge the performance of all your tests by reporting on a large mix of metrics, from your variations’ clickthrough rate to its return-on-investment.

If you want to use Convert in conjunction with your other tools, they offer a ton of integrations with third-party tools, like WordPress, Shopify, and HubSpot. Convert is best suited for small businesses.

Pricing: Starts at $699/month

10. Adobe Target

Testing your website is important, but what if you have other channels that you want to test? Adobe Target helps you do exactly that.

a/b testing tool - adobe targetImage Source

Whether you’re want to test your app’s new home screen or want to experiment on your internet-of-things system, this tool’s got you covered.

In addition to testing on multiple platforms and devices, Adobe Target also offers testing on both the client and server side, offering advanced features for experienced teams.

Pricing: Upon request

11. Leadformly

Struggling to capture leads through your forms? Perhaps visitors are leaving right before reaching the final step. Or maybe they leave halfway through completion.

a/b testing tool - leadformlyImage Source

In any of these cases, you want a tool like Leadformly to help you get to the bottom of this. Even teams with high-converting forms can still benefit from testing their forms, as they may discover additional ways to increase their CVR.

Pricing: Starts at $37/month

Editor’s Note: This post was originally published in July 2019 and has been updated for comprehensiveness.

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What Are Interpersonal Skills? + 5 Ways to Develop Them

To succeed at our jobs, we often ended a wide range of skills, from simply communicating to in-depth product knowledge.

Soft skills, like communication, fall into the category of interpersonal skills, and they are typically expected of everyone, regardless of the position you apply for. In this post, learn what interpersonal skills are, examples of what they look like in action, and how to develop them and display them on your resume to stand out against other applicants.

→ Click here to download leadership lessons from HubSpot founder, Dharmesh  Shah [Free Guide].

Interpersonal skills relate to all aspects of life, from close relationships to business partnerships.

Interpersonal Skills in Organization

In the business world, interpersonal skills dictate how we get along with our team members. For example, suppose you sense tension at work. You may pick up on this and use active listening to get to the root of the problem and then use effective communication to come to a resolution.

Why are interpersonal skills important?

Many career paths come with consistent interaction with people, whether coworkers or teammates, so it’s crucial to know how to interact with everyone. Without them, it would be challenging to perform as expected.

Given this, employers look for people with strong interpersonal skills because it means they can work well with others and communicate in a way that drives business success. In some jobs, like customer service, strong interpersonal skills are critical.

Most critically, interpersonal skills help us interact with others in a respectable manner. Even if you’re a software engineer who spends most of your time on the computer, you still need to interact with your teammates and sometimes explain technical details to those who may not have the same know-how, which requires good communication.

There tends to be some confusion about interpersonal skills vs intrapersonal skills, so we’ll explain the difference below.

Intrapersonal vs. Interpersonal Skills

A few letters make up the difference between intrapersonal and interpersonal skills, but they are different. Specifically, interpersonal skills are how you speak to yourself in your mind, and interpersonal skills are involved in conversations with other people.

However, both relate to each other through emotional intelligence. Having strong self-awareness (intrapersonal) can help you become better with interpersonal skills, as you’ll be able to manage your emotions, regardless of the situation, and respond accordingly.  

Types of Interpersonal Skills

There are various types of interpersonal skills, and many complement each other. Below we’ll list common interpersonal skills and give examples of what they look like in action.

  • Communication — The way you communicate clearly and effectively with others.
  • Conflict management — How you deal with troubling business situations as they arise, whether mediating an issue between colleagues or seeking solutions for a personal matter. Regardless of your level of seniority, conflict management is an essential skill.
  • Empathy — Empathy is the most important interpersonal skill, as you need to have empathy, understanding, and care for those around you and that you work with daily.
  • Leadership — Involves being able to motivate and encourage others, regardless of whether you’re in a leadership role, and being able to step up to the plate in scenarios where a leader is needed.
  • Listening — Strongly relates to communication and empathy; you need to listen to your coworkers, so they feel comfortable, listened to, and valued.
  • Collaboration — As an employee, it is crucial to be able to get along with others and work as a team to get the job done.

Examples of Interpersonal Skills

Type of interpersonal skill

Example of interpersonal skill in action

Communication

Non-verbal communication and body language, public speaking, verbal communication, written communication, ability to develop rapport

Conflict management

 Problem-solving, active listening, mediating

Empathy

Being caring, compassionate, diplomatic, kind, practicing active listening, being understanding, developing rapport

Leadership

Encouragement, management, mentoring, motivation, dependability, consulting, constructive criticism, diplomacy, flexibility

Listening

Active-listening, curiosity, ability to focus and show that you’re focused, and listening to those who are speaking

Collaborate

Ability to see both sides, make people feel respected and valued, work in teams, and understand team dynamics

How to Develop Interpersonal Skills

Interpersonal skills are essential, regardless of the role you’re in. Here are some tips for developing your interpersonal skills and improving upon the ones you already have.

1. Leverage available resources.

Look for online courses or books from experts that explain the importance of interpersonal skills and give tips on developing them based on their own experiences.

2. Identify areas for improvement.

Identifying areas for improvement can help develop your skills.

You can ask for feedback from people who work with you daily and hear about areas that they think could use improvement. If you work in customer-facing roles, you can monitor your NPS scores or customer feedback surveys to get a sense of where they feel you fall short.

3. Ask for feedback, and learn from it.

One of the best ways to get a sense of your skill level is to ask for feedback on your current performance from people that interact with you every day, like colleagues, mentors, or bosses.

For example, maybe you work in teams on a day-to-day basis, and one of your colleagues says that sometimes they don’t feel heard by you. You can learn from their assessment and make an effort to practice active listening.

4. Practice your skills.

As with most skills, one of the best ways to develop them is by practicing them. Put yourself in situations where these skills will be required of you, like stepping up during team meetings and assuming leadership roles. As mentioned above, you can then ask for feedback from peers and learn what went right and what needs more work.

5. Recognize that there is no “end” to developing your skills.

Although your desire may be to be perfect, there is no way to be perfect. Everyone is always learning on the go and developing their skills, especially since role requirements can vary.

For example, working in customer service may require you to focus more on problem-solving and empathy, while assuming a role as a manager may require you to spend more time collaborating and conflict management. Recognize that there is always room for growth and development and, as long as you are aware of this, you’ll develop the skills you need to succeed.

Interpersonal Skills on a Resume

It’s important to emphasize your interpersonal skills on a resume, as many employers look for them. Sometimes interpersonal skills are referred to as soft skills instead of technical skills like having product knowledge.

The most important thing to do is to identify the skills you have that match the job description of the new role, so you can explicitly demonstrate how they’ll help you succeed.

Once you’ve identified these skills, you have three options for displaying them:

  • A simple bulleted list of skills,
  • A bulleted list of your job accomplishments and the interpersonal skills you have that have helped you achieve this success,
  • In a summary of your experience at the top of your resume.

As mentioned above, there is no finish line for developing your interpersonal skills. Those you need for each job will likely change depending on your industry, and it is always important to continuously be learning. However, leverage the tips on this list, put yourself in situations where you’ll need to practice your skills, and you’ll find yourself succeeding in your roles, regardless of whether you’re just starting out or are a seasoned executive.

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Data Ingestion: What It Is Plus How And Why Your Business Should Leverage It

A scaling business is bound to have data stored across multiple sources (e.g. databases, files, live data feeds). Even individual teams within a department — such as Content  Marketing, Brand Strategy, and SEO — likely use multiple data sources simultaneously. 

It’s important to ensure you have a way of viewing, visualizing, and analyzing all of that data at once. This gives you a complete picture of the health of everything related to your business, from small projects to team projections to overall business success.

Download Now: 2021 State of RevOps [Free Report]

Data ingestion is the process that can efficiently get all of your data in one place. 

Data Ingestion

At a high level, data ingestion prepares your data for analysis. In this blog post, we’ll cover the definition of data ingestion in greater detail, describe its importance, review the data ingestion framework, and highlight a few tools that will make the process simple for your team. Let’s dive in.

What is data ingestion?

Data ingestion prepares your data for analysis. It’s the process of transporting data from a variety of sources into a single location — often to a destination like a database, data processing system, or data warehouse — where it can be stored, accessed, organized, and analyzed.

This process allows businesses to get a holistic view of their data in order to leverage and apply resulting insights and findings in their strategies. 

Why is data ingestion important?

You may be wondering why data ingestion is so important and why your marketing team — and business as a whole — should leverage it. 

As mentioned, data ingestion provides a single view of all of your data. Without the ability to access, review, and analyze all of your data at the same time — versus having to check multiple data sources which visualize your data in different formats — you wouldn’t have a clear or accurate picture of what’s doing well and what needs to be improved upon.

Data ingestion tools exist to make this process even easier by automating the process of integrating all of your data from various sources. This way, anyone on your team can access and share that data in a format and via a tool that are universal among your organization. 

Data Ingestion Framework

The data ingestion framework is how data ingestion happens — it’s how data from multiple sources is actually transported into a single data warehouse/ database/ repository. In other words, a data ingestion framework enables you to integrate, organize, and analyze data from different sources.

Unless you have a professional create your framework for you, you’ll need data ingestion software to make the process happen. Then, the way that the tool ingests your data will be based on factors like your data architectures and models. 

There are two main frameworks for data ingestion: batch data ingestion and streaming data ingestion. 

Before we define batch versus streaming data injection, let’s take a moment to decipher the difference between data ingestion and data integration.

Data Ingestion vs. Data Integration

Data integration takes data ingestion a step further — rather than just stopping after the data is transported to its new location/ repository, data integration also ensures all data, no matter what type it is or which source it came from, is compatible with each other as well as the repository it was transported to. That way, you can easily and accurately analyze it. 

1. Batch Data Ingestion

The batch data ingestion framework works by organizing data and transporting it into the desired location (whether that’s a repository, platform, tool etc.) in groups — or batches — periodically.

This is an effective framework unless you have large quantities of data (or are dealing with big data) — because, in those instances, it’s rather a rather slow process. It takes time to wait for batches of data to be transported and you wouldn’t have real-time access to that data. However, this is known to be a cost-effective option due to the fact it requires few resources.

2. Streaming Data Ingestion

A streaming data ingestion framework transports data continuously and the moment it’s created/ the system identifies it. It’s a helpful framework if you have a lot of data that you need access to in real-time, but it is more expensive due to the capabilities that batch processing doesn’t have.

Data Ingestion Tools

Data ingestion tools integrate all of your data for you — no matter the source or format — and house it in a single location.

Depending on the software you choose, it may only perform that function, or it may assist with other aspects of the data management process, such as data integration — which entails transforming all data into a single format.  

1. Apache Gobblin

apache goblin data ingestion toolApache Gobblin is a distributed data integration framework and it’s ideal for businesses working with big data. It streamlines much of the data integration process, including data ingestion, organization, and lifecycle management. Apache Gobblin can manage both batch and streaming data frameworks. 

2. Google Cloud Data Fusion

google cloud data fusion data ingestion and integration software example

Google Cloud Data Fusion is a fully managed, cloud data integration service. You can ingest and integrate your data from a number of sources and then transform and blend it with additional data sources. This is possible because the tool comes with many open-source transformations and connectors which work with various data systems and formats. 

3. Equalum

equalum data ingestion and integration tool

Equalum is a real-time, enterprise-grade data ingestion tool that integrates batch and streaming data. The tool collects, manipulates, transforms, and synchronizes data for you. Equalum’s drag-and-drop UI is simple and doesn’t require code so you can create your data pipelines quickly. 

Start Using Data Ingestion

Data ingestion is a critical aspect of data management — it ensures all of your data is accurate, integrated, and organized so that you can easily analyze it on a large scale and get a holistic view of the health of your business. 

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30 Ways to Drive Traffic to Your Website

You know you’re a marketer when you’re sitting in traffic on the highway, it’s completely bumper to bumper, and all you can think about is “Why can’t I drive traffic to my website like this?”

If you’ve struggled with driving traffic to your website, you’re not alone. According to 2020 research done by Content Marketing Institute, 63% of content professionals are challenged with finding enough staff skilled in content strategy which is one of the top drivers of website traffic.

Between writing a new blog post, posting on social media, and strategizing for a new email campaign, it’s hard to look back and see what’s driving traffic to your site and what isn’t.

The list below will help you increase the traffic to your website, generate more leads, and improve ROI.

Get free tools to grow your traffic, convert leads, and prove ROI

1. Content Creation

Inbound marketing focuses on attracting the right people to your company. One of the best ways to do this is by creating content through blogging.

To come up with content that will attract the right visitors to your website, you must first understand the buyer persona you’re targeting. Once you know your audience, you can create content that will naturally attract them to your website.

But how do you write a good blog post that will draw in the right audience? Follow these five steps:

  • Identify your buyer persona: Find out more about your target market. Understand everything from job title to pain points.
  • Conduct SEO research: Learn what your audience is searching for on search engines so you can provide the best content.
  • Write a draft: Begin by drafting a post that answers your audience’s questions. Use interesting angles to make your post stand out.
  • Publish: Publish your post on your blog site. Use SEO tools to optimize your content.
  • Promote: Promote your blog post on social media and email newsletters to generate traffic. The more traffic your post generates, the higher it will rank in search engines.

Pro Tip: You can learn more about how to implement a blogging strategy here.

2. Topic Expertise

Ranking higher in Google will increase the organic traffic to your site. At HubSpot, we do this by using the pillar/ topic cluster model. Google favors sites that are known to be topic experts on the subject matter they’re writing about.

To be seen as an expert, you can create a pillar page, which is essentially a longer blog post that broadly covers all aspects of a topic. Then, you write “cluster content,” or supporting blog posts, targeting long tail keywords that show you’ve covered a topic exhaustively. Focusing on long-term traffic will help you rank higher on search engines

Christina Perricone, a senior blog manager here at HubSpot, says, “The pillar cluster model organizes content on your site around a single topic and search term through internal linking. This organization helps search engines easily crawl and categorize all of the content that you have on a particular topic, thereby making it easier for you to rank for that search term. When the model is done right, it also helps visitors navigate your site and move through related pages, boosting traffic for all of the pages in your topic cluster.”

3. Organic Social Media

Organic social media is not a new strategy, but it’s still something marketers should pay attention to. Besides posting on social media platforms, you can also use Instagram Stories (hello, swipe up feature!), live video, IGTV, or Facebook Messenger. The key with organic social media is to be an early adopter of new features.

For instance, Facebook released an automated lead generation feature on Messenger, allowing businesses to create an automated chatbot experience within Messenger to link to content offers on your site. This is a great feature for sending traffic to your website.

It’s also important to have a diverse social media strategy and use the right social media platforms — not just Facebook, Instagram, and Twitter. Platforms like YouTube or Pinterest can generate a lot of traffic to your site.

Henry Franco, a brand marketing associate at HubSpot, recommends two things regarding organic social media. “First, don’t spam your audience — it costs a user nothing to scroll past your post, and if you don’t offer them any value, that’s exactly what they’ll do. Know your audience, and craft content that speaks directly to them,” Franco says.

“Second, stay active with community management. People love when brands like and reply to them — it’ll humanize your business, and keep people coming back for more content.”

HubSpot using organic social media to drive traffic to their website

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Pro Tip: Check out our social media marketing guide to learn more.

4. Website Analysis

Let’s do a little reverse engineering of our thought process. Before you drive traffic to your website, it’s important to learn about your audience. To do this, analyze your website using platforms, such as Crazy Egg, to see where you’re losing and gaining visitors. With this information at your disposal, you can create the right content to drive the right traffic to your website.

5. Influencers

We know that customers are more likely to buy from organizations with excellent word of mouth, but how do you create great word of mouth? First, delight your customers. Second, work with influencers.

Influencer marketing isn’t a passing fad. In fact, it’s a budget-friendly option to drive traffic to your website. When influencers post discount codes, links, reviews, or giveaways, you are tapping into their audience to drive traffic to your website.

6. Email List Building

Using your current readers and customers is a great way to drive traffic to your website. When you post a new blog or content offer, you can promote it to your followers/subscribers for a quick traffic boost. With content-heavy websites, having repeat readership is helpful for traffic goals, conversions, and lead generation.

To get started with this, build an email list or grow your current list. Below are a few strategies you can use:

      • Content offers: Publish content that requires visitors to share their email address to access it. Include CTAs for content offers on your website.

  • Easy-access newsletter sign-up: Include sign-up forms on your website, from your homepage to your about page. If a visitor had a delightful experience on your site, they might want to sign up for a newsletter.

Use HubSpot’s free forms tool to easily add a form to your site and start growing your email list.

  • Social media: Promoting your email newsletter on social media, whether through a post or contest/giveaway, is a great way to convert your current followers into subscribers.

Pro Tip: Learn how to build an email list from scratch here or grow your email list here.

7. Community Engagement

The more brand recognition you have, the more traffic you will drive to your website. One way to achieve brand recognition is to be active and engaged within the market. You can implement an engagement strategy today by participating in Facebook group discussions in your industry, answering questions on public forum websites, and interacting with your followers on social media.

One of my favorite brands on social media is Taco Bell. Taco Bell delights its customers on social media just about every day. See a couple of examples from the company’s Twitter below.

Taco Bell delights customers on Twitter

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In the example above, Taco Bell uses a simple tweet from a customer to engage with them and build community organically.

Taco Bell uses humor to delight customers on Twitter

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Just remember to be helpful and human. No one likes spammy links or self-serving rhetoric when they’re asking a quick question online.

8. On-Page SEO

On-page SEO can help your website rank higher in search engines and bring in more traffic. Some on-page SEO elements include the bpage title, header, meta description, image alt-text, and the URL (plus more). Showing up in search engines will generate more traffic for your site.

Pro tip: To get started with on-page SEO, check out our ultimate guide to on-page SEO.

9. Quality Backlinks

In order to drive traffic to your site, you need to rank high in search engines. In order to rank higher in search engines, you need to be an authority in your industry. One way to do that, besides the topic/cluster model described above, is by acquiring quality backlinks. If websites with high authority link to your site, that gives you more credibility.

Irina Nica, senior content strategist at HubSpot says, “There are two main ways in which high-quality backlinks can help drive more traffic to a website: boosting ranking and driving referral traffic. On the one hand, backlinks are one of the most important ranking factors for every major search engine out there. By constantly earning high-quality backlinks from relevant websites, you’ll improve your rankings in SERP and, as a result, see a lift in your organic traffic.”

Nica adds, “On the other hand, backlinks can also drive a substantial amount of referral traffic. That’s something to be expected if you get mentioned on a popular news website. You can also see referral traffic coming through if you’re mentioned (and linked to) in an article that’s already ranking well for high search volume keywords and is getting a constant flow of traffic.

Pro Tip: Want to learn how to earn backlinks? Find out more here.

10. Video MarketingHubSpot video marketing example to drive traffic to your website

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It’s time to add video marketing to your content strategy because the audience is looking for video content. Statista reports that 77% of internet users ages 15 – 35 are using YouTube to consume video content.

You can create videos for Instagram or Facebook Stories, live videos, IGTV, Facebook Watch, news feed videos, YouTube, etc. Want to get started today? Learn everything you need to know in our ultimate guide to video marketing.

11. Content Repurposing

Need content to drive traffic to your site but struggling to come up with ideas? I get it. A great way to overcome this hurdle is to repurpose old content. Take a well-performing blog post and repurpose that into a video. Or if you have a podcast that did really well, write up a blog post on that topic. Using content that has already performed well will continue to drive traffic to your site.

12. SEO Tools

To drive traffic to your website, it’s important to be a student of SEO. Learning SEO tools such as Google Analytics, Ahrefs, and SEMrush will help you develop a strategy to generate traffic to your website.

These tools will help you learn and analyze what’s working on your site and what isn’t. Plus, these help you come up with ideas for content that has the potential to generate high traffic. Check out our roundup of the best SEO tools to monitor your website.

13. Historical Optimization

Historical optimization is the process we use at HubSpot to update old blog content and generate more traffic and leads. If you’re anything like us, a majority of your monthly blog views and leads come from older posts.

Pamela Vaughan, a principal marketing manager on HubSpot’s Web Strategy team, a.k.a. the person who introduced us to the concept of historical optimization, has written about this extensively.

She says, “Historical optimization is a tactic best-suited for a blog that’s been around for several years because you need to 1) be generating a significant amount of organic search traffic, 2) have built up a critical mass of blog subscribers and social media followers, and 3) have a sizable repository of old posts at your disposal.”

Vaughan adds, “Historical optimization should be a piece of your overall blogging strategy — not the whole strategy.”

Pro Tip: Follow her step-by-step process for historical optimization.

14. Voice Search Optimization

Remember in “The Little Mermaid” when Ariel wanted to go where the people were? That same principle applies to digital marketing. In order to drive traffic to your website, it’s important to show up where people are searching.

Voice search is an increasingly important area in which to rank. In fact, according to eMarketer, voice searches will have increased 9.7% by the end of 2021. That’s why optimizing your content for voice search is essential.

Here are a few tips to get started:

  • Research long tail keywords: When people use voice search, they speak in full sentences rather than short phrases. To optimize for voice search, start researching longer-tail keywords.
  • Write answer-focused content: The content you write should answer your audience’s questions.
  • Optimize for snippets: Smart speakers like Alexa and Google Home look for short, concise answers. Writing quick summaries in your posts makes it easier for search engines and smart speakers to find the answer they need.

15. Local SEO

If your company is a brick-and-mortar store, local SEO is an important factor to consider. My colleague, Kelsey Smith, wrote about it in this blog. She says, “To gather information for local search, search engines rely on signals such as local content, social profile pages, links, and citations to provide the most relevant local results to the user.”

For example, when someone types in “best soul food restaurant” on Google, the results are generated by the user’s location. Tools such as Google My Business and Moz Local help businesses manage their directory listings and citations so they show up in local searches. Here’s a restaurant that shows up for that search in Memphis, TN.

Driving traffic through local SEO featuring the Four Way Soul Food Restaraunt

To rank for local search:

  • Ensure your name, address, and phone number (NAP) is consistent on your Google My Business and social media pages.
  • Use a directory management tool to monitor directories like Yelp, Foursquare, Best of the Web, etc.
  • Research and use location-based search terms on sites like Google Trends, which analyzes popular search terms across various regions.

16. QR Codes

If there’s one thing that brings technology and the real world together better than any other tool, I’d bet my bottom dollar it’s the QR code. This interesting image of pixels can drive traffic to your website from just about anywhere with a flat surface. And they’re not just for restaurants trying to operate safely during the Covid-19 pandemic — marketers love them because they drive traffic — trackable traffic.

The main catch with QR codes is that you have to give the user a reason to scan them, so you can’t place them haphazardly. That shouldn’t be too difficult though, think of it as creating a real-life CTA button. If you make it enticing and accessible enough, people will scan it, and you’ll get to assess the success of that QR code’s placement in real-time. That’s something you’d spend weeks figuring out in a digital-only traffic campaign.

17. A/B Testing

Besides driving traffic to your website, you know you’re a marketer when your motto is, “Test, test, and test again.”

A/B testing is a split test that helps you determine what version of a campaign performs best. These tests can give you key information about your audience so you can create tailored content and offers that drive traffic to your site. There are a lot of tools you can use to get started. Check out our roundup of the best A/B testing tools.

18. Internal Linking

When a visitor comes to your blog, your goal is to get them to continue reading on other pages of your website. That’s why internal links — links to other pages on your site — are very important. When visitors continue to other pages of your website they’re more likely to convert and become a brand enthusiasts.

For example, you can create an internal linking structure using the pillar/cluster model described above. Pillar and cluster pages link back and forth, which boosts your site’s credibility on search engines, while also increasing the likelihood of a conversion.

19. Technical SEO

Technical SEO focuses on the backend of your website to see how the pages are technically set up and organized. Factors include elements like page speed, crawling, indexing, and more. Matthew Howells-Barby, HubSpot’s director of acquisition, has written about technical SEO in this blog.

In it, he says, “Don’t underestimate the power of technical SEO changes. [Technical SEO] resulted in us growing our organic traffic by more than 50% in just one month.”

To get started with your technical SEO, use some of the tips from Howells-Barby’s article, including:

  • Fix broken links and redirects.
  • Create an XML sitemap for your subdomains.
  • Set up language meta tags.
  • Add custom H1 and introductions to topic pages.

20. Community Building

Building a community of brand enthusiasts is a great way to continuously drive traffic to your website. You can build a Facebook group, Twitter chat, LinkedIn Group, or Quora Space specifically for your followers and others in your industry where you create value, while also linking back to your site.

A great example of community building comes from career coaching business CultiVitae. They have a closed Facebook group where Emily, the founder, answers questions and provides networking opportunities.

CultuVitae example of driving traffic to website via community building

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With over 10.3k members in this group, CultiVitae creates value for its followers, while also promoting its product.

Career coaching Facebook group rules

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These types of communities keep you top of mind in your customer’s eyes. Plus, it’s a great way to engage with your followers and learn more about your audience as they evolve over time.

21. Content Offers

Content offers, sometimes referred to as lead magnets, are a way to use content to drive traffic to your site and generate leads. Content offers vary depending on what stage of the buyer’s journey your customer is in, but can include webinars, guides, reports, trials, demos, checklists, and more.

Pro Tip: You can learn about different types of content offers here and how to create content for every stage in the buyer’s journey here.

22. Media Coverage and Public Relations

Earned media coverage is a great way to drive brand awareness for your company and traffic to your website. If your marketing and public relations teams work together, you can generate traffic to your site and create excellent word of mouth.

Ellie Flanagan, a senior corporate communications manager at HubSpot, says, “Although most outlets these days try to stay away from including backlinks in their stories (it’s usually against their editorial guidelines), that doesn’t mean that a good story won’t drive folks back to your site.

Media coverage provides great third-party validation for your company. Stories about new products or services, your company culture, or even industry thought leadership can all be great drivers for a reader who maybe hadn’t heard of your company before and wants to learn more.”

23. Social Share Buttons

Social share buttons are links that make it easy for your readers to share your content on social media. When your readers become promoters of your content, your traffic will increase. Here’s a quick cheat sheet on creating social share buttons.

Once you’ve created your social share buttons, how do you get people to share your content? Here are a few tips to get started:

  • Ask people to share on social media.
  • Create strong content.
  • Include quotable content.
  • Add multimedia such as images, videos, infographics, etc.

24. CTR Optimization

Once your content is posted and you begin ranking on search engines, make sure people are clicking through to read your posts. Your click-through rate (CTR) measures who clicked on your post and read it against the number of people who viewed the link to your post (e.g., the landing page, email, or advertisement) in total.

A great tool to measure your organic CTR is Google Search Console. To get more people to click through and drive traffic to your site, it’s important to write compelling and apt meta descriptions and titles. To write quality meta tags that are click-worthy, make sure your titles are short and snappy, and your description leaves visitors wanting more. This ties into on-page SEO, described above.

25. Academy and Knowledge Base Posts

One form of content that can drive traffic to your website is educational content. If you create courses, certifications, or educational posts that are helpful to your audience, you’ll likely see an increase in traffic.

For example, HubSpot uses HubSpot Academy to generate content that is helpful to our audience. We provide videos, certification courses, and knowledge base articles to answer questions. See an example of a knowledge base article below.

HubSpot knowledge base article

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26. Social News Sites

Have you heard of Reddit and Quora? These are social news sites and they’re great for driving traffic to blog articles. By nature, these platforms are similar to social media because they foster asynchronous connections between users. The difference is that these types of sites engage people around a question or topic, and external content can be shared to help explain the users’ points of view.

Another way external sites benefit from increased traffic via social news sites is when they’re shared in popular channels. You can share your website’s content on these sites yourself if you’re just starting out, but do so carefully. Just like on traditional social sites, too much self-promotion is frowned upon in the Reddit and Quora communities. You’ll fare best when you share your content in context of the topic and when it’s the best information to answer the user’s question.

1. Paid Advertising

You can drive traffic to your website quickly with paid advertising. With search engines, you can run pay-per-click or retargeting ads. With social media you can run display ads or sponsored posts. Your strategy will most likely include a combination of different types of advertising like social media, display, and search ads. In fact, according to the 2020 CMO Survey, firms expect social spending to rise by 62% over five years.

Paid ads to drive traffic to your website featuring amazon music as an example

Pro Tip: Getting started with paid advertising can be a simple process — learn more about it here.

2. Contests and Giveaways

A simple way to drive traffic to your website is through contests and giveaways. This can give you a quick boost, while also rewarding your followers. You can host giveaways on social media, through your email list, or both.

Implementing a strategy like this can be simple. Just follow these six steps:

  • Decide what platform on which to host your giveaway. (You can use multiple.)
  • Choose a prize. (Free tickets, discount, etc … )
  • Select the criteria. (Website comments, email sign up, etc … )
  • Write the ad copy.
  • Create the graphics.
  • Post and promote the contest or giveaway.

3. Guest Posting

In that same vein, writing guest posts can generate traffic to your site. Guest posting shows you’re active in your community, while also linking to your website — more on generating backlinks below.

To implement a guest posting strategy, you need to find a site that would be a good fit for your company, draft a blog post, and then write a pitch. Caroline Forsey, senior content strategist on the Blog team, says, “I’m always particularly intrigued with a guest pitch if it shows me the writer has done their research ahead of time.

For instance, I’d pay much closer attention to a pitch if it tells me how this piece could appeal to my readers. Additionally, I’m impressed when a writer can recognize gaps in our content and how their piece will fill those gaps, rather than competing with existing content.”

As an example, here’s what HubSpot looks for in guest posts to the Marketing Blog.

4. Thought Leadership

According to Edelman’s and LinkedIn’s 2020 research, more than half of decision makers spend an hour or more reading thought leadership content each week. It’s clear that people have an interest in this topic, so why not dedicate more of your calendar to it?

Just about every industry has several well-respected people with words of wisdom to share. Even if they come from a completely different background than what your company specializes in, influential thought leaders have transferable knowledge that can be helpful for your readers.

When choosing a thought leader, the most well-known person isn’t your only option. Instead, look for great storytellers. The HubSpot Blog Team recommends keeping your eyes peeled for up-and-coming experts as well as individuals who thrive in less hyper-digital industries like agriculture, food and beverage, and humanitarian work like Sippie Siphiwe Mungaraza does at Mealtime Limited.

Thought leadership content to drive traffic featuring Sippie Siphiwe Mungaraza

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Website Traffic Is Waiting For You

Driving traffic is a never-ending task, but it’s also a task that yields results long after you get started. There are so many paths your future customers can take to reach your website, all you have to do is find the one that works best for your business. Try one of these methods in your next quarter’s demand generation strategy to see a significant traffic boost.

Editor’s note: This post was originally published in October 2019 and has been updated for comprehensiveness.

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Author: Rebecca Riserbato

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Which Social Media Channels See the Most ROI? [New Data + Expert Tips]

As any marketer knows, social media is an undeniably powerful tool to reach new audiences and connect with existing customers.

In fact, as of 2021, social media is now the #1 channel used by marketers.

But with all that Tweeting, Liking, Posting, and scrolling, it can be difficult to know which platforms give you the most bang for your buck.

Sure, it’s important to ensure your brand interacts on whichever platforms are most popular with your audience, but it’s equally critical you take the time to determine which platforms provide the best ROI for your business. This information can help you determine where to invest in paid advertising, as well as which channels you should use for lead generation.

However, social media usage can shift overnight. The platforms that provided marketers with the highest ROI five years ago likely don’t deliver the same results anymore. That’s why we conducted research to find out where marketers saw the highest ROI in 2021.

Here, we’ll explore which channels provided marketers with the highest ROI in 2021. We also reached out to experts at Talkwalker, Socialinsider, Casted, Brandfolder, LiveChat, Sprout Social, MarketingLabs, and HubSpot to determine how marketers can leverage certain tactics within those channels to increase engagement and drive sales. Let’s dive in.

Download Now: State of Marketing in 2021 Report

Which social media channels have the best ROI?

the social channels marketers see highest ROI from in 2021

 According to HubSpot’s 2021 State of Marketing report, Facebook is the social media channel that provides marketers with the highest ROI.

Over 40% of marketers cited Facebook as the most effective channel for their businesses, followed by the roughly 30% who saw the highest ROI from Instagram, which is another Facebook-owned social platform.

By comparison, the other social channels in the list — including LinkedIn, YouTube, Twitter, and Snapchat — all ranked much lower, with less than 10% citing each platform as the best channel for ROI.

Let’s dive into each of these platforms to uncover why the top 3 social media sites perform better than others when it comes to ROI — and how you can leverage them.

1. Facebook

With roughly 2.8 billion monthly active users as of 2021, Facebook has an undeniably impressive reach. It also offers advertising opportunities to more than 200 million businesses, making it one of the most popular advertising platforms.

With Facebook, marketers can advertise on a user’s News Feed, via Messenger or video, and more. Marketers can also leverage Facebook Lead Ads to encourage Facebook users to fill out a lead generation form without leaving the social platform.

One of the major benefits of Facebook’s advertising tools is its segmentation abilities. You can target your ads towards certain audiences depending on interests, demographics, behaviors, or even connection to your business — like whether they’ve attended one of your events, or have friends who’ve liked your Business Page. These targeting capabilities can help your business reach users who are most likely to purchase your product or service.

Nicole Ondracek, HubSpot’s Paid Advertising Marketing Manager, agrees that Facebook is an incredibly viable channel. She told me, “At HubSpot, Facebook is a valuable channel for us in driving return on ad spend. A main reason why is that we can provide our content to a relevant audience using Facebook’s audience targeting features. For instance, Facebook’s lookalike audiences allow us to go after people who look like our current customers.”

“Facebook’s algorithm is great at finding similar audiences who are likely to convert, which is why we see a positive return on investment going after these types of audiences.”

Take a look at HubSpot’s How to Run Facebook Ads: A Step-by-Step Guide to Advertising on Facebook to learn how to set up your own Facebook ads.

2. Instagram

With over one billion Instagram users, it’s unsurprising that Instagram is second in this list when it comes to ROI. Instagram offers marketers the ability to increase reach, engagement, and sales through a variety of methods, including Instagram Shoppable ads, Stories, branded content, Reels, and more.

The platform has proven a viable strategy for businesses. In fact, 90% of users follow a business on Instagram, and 50% of users are more interested in a brand after seeing ads for it on Instagram.

So … why doesn’t it surpass Facebook for generating ROI?

Most likely, Instagram falls short of producing strong ROI due to its more intangible metrics — such as brand awareness, reputation, loyalty, and consumer engagement.

For instance, an Instagram user might never click on one of your business’ ads directly from the platform. Instead, perhaps the ad simply increases a user’s awareness of your brand. Down the road, perhaps they click on your website after seeing a Google ad. Certain metrics are difficult to attribute to Instagram, but that doesn’t mean it isn’t a good idea for your business.

3. LinkedIn

Despite only roughly 10% of marketers rating LinkedIn as their top channel for ROI, LinkedIn is an incredibly effective channel for lead generation and nurturing. Over 750 million professionals use LinkedIn for networking, career advancement, and more.

The platform offers a variety of tools designed to increase your business’ ROI, including Sponsored Content, Sponsored Messaging, Text or Video ads, and more.

To succeed on the platform, you’ll want to create valuable content that resonates with your LinkedIn audience. Conduct research to determine which types of content perform best on LinkedIn — and which content will perform best with your target audience — to ensure you’re hitting the mark here.

Additionally, try running experiments when you start using LinkedIn’s advertising tools. For instance, Cellular IoT Connectivity company Aeris set up an ad plan and tracker to determine which targeting combinations worked best for the brand, which failed, and which generated the highest-quality leads. As noted in this post, “It took rounds of testing and optimization to get to [the brand’s] 25% submission rates.”

Now that we’ve explored a few of 2021’s most popular social channels, let’s explore the strategies and best practices you can implement to increase your ROI across platforms, according to experts.

Which social media tactics or strategies have the best ROI? 

1. Conducting extensive research to understand your audience.

First and foremost, it’s vital you understand your audience before creating any social media campaign. If you don’t do your research, you risk spending time, money, and resources on the wrong channels — and missing out on more profitable connections elsewhere.

As Dan Seavers, Content Marketing Manager at Talkwalker, told me, “No matter the social media channel, the best way to increase your ROI is by improving your consumer intelligence. Get to know your customers better than your family, and understand what they’re saying about your products, and where they’re discussing them.”

“That way, when you launch a campaign, you’ll be hyper-relevant. Not a jarring ad that interrupts a customer’s life, but a well-timed, well-targeted experience that people will engage with instantly.”

Dan Seaver's strategy for increasing ROI on his company's social channels

2. Creating more video content — and testing out vertical videos.

People love videos – and yet, it seems most brands rely on images when advertising their products or services, and that’s a mistake.

Adina Jipa, co-founder of Socialinsider, told me, “The most underused social media post is video content, which boosts engagement across all social media platforms.”

“Facebook wants to become a video-first platform and favors pages with video content, but for most brands, it is [primarily] a photo-sharing platform.”

Jipa adds, “A recent study about Facebook video strategy shows that only roughly 15% of the content [on Facebook] is video, while photos represent 38.58%.”

To stand out and increase ROI, consider how you might incorporate video into your social media efforts.

Additionally, consider testing out different types of video formats across your channels. For instance, Facebook offers brands the opportunity to create vertical video ads for the mobile-friendly user.

As Jipa points out, “you can use vertical videos on ads to get more clicks. According to this poll, almost 69% of marketers say video ads outperform image and plain text ads on Facebook. 81% of Facebook users only access the platform via mobile devices, so using the vertical video format allows you to get more visibility and increase the chances of getting more clicks. Facebook videos ads can increase the CTR by 2-3X.”

3. Re-using content across channels.

Most social teams create content in silos. Perhaps they tell one message via an Instagram post, and then create entirely different materials for a YouTube video or Tweet.

This undoubtedly requires a lot of time, effort, and resources — which can become frustrating when you don’t see the ROI you need from these channels.

“Far too often, content is created for one-and-done campaigns or promotions,” Casted’s CEO and Co-founder Lindsay Tjepkema says. “This means marketers are working harder and harder to constantly produce more and more, yet ROI and ROE (return on effort) results are disappointing — and social is no exception.”

She continues, “To change this, we must stop creating content for content’s sake and start focusing instead on creating content that educates, entertains, and delights and can be broken down and amplified across all other channels — like social — not just once, but many times over. When you focus on creating engaging content that can be used in multiple ways across channels, you’ll see improved ROI and ROE (return on effort) across your campaigns — including your social activation.”

To repurpose your content across channels, perhaps you post snippets of a full YouTube video on Facebook or Instagram. Alternatively, maybe you take text from a blog post and re-post on your channels to add value from your existing content, repurpose user-generated content across channels.

There are countless ways to refresh and re-use content to appeal to new audiences in unique ways without exhausting your social team.

4. Setting clear goals and devising a social strategy that works for your brand.

It’s difficult to achieve results on social without taking the time to set clear goals for your team, and ensuring you’ve all discussed an appropriate strategy to get you there.

As Brandfolder’s Senior Digital Marketing Manager Amanda Turcotte told me, “In order to achieve a return on your social media investment, you must have clear goals set before any tactical planning takes place. Various social media tactics can be applied differently to each of the platforms, meaning they’ll produce different outcomes. So your goals need to be determined up front to ensure they’re aligned with your social strategy.”

brandfolders tips on improving social media roi

Once you’ve determined your social goals, you’ll want to create a consistent posting strategy so your audience knows when, and how often, they can expect content from your brand. To make this easier, try using a social posting tool like HubSpot’s Social Inbox Tool or Later.

Turcotte told me, “In order to move your team from strategy to action and keep everyone on the same page, it’s crucial to develop a regular posting plan that documents your approach across each channel, located where all team members have access. “

Agnieszka Jaśkiewicz, Head of Social Media & Community at LiveChat, agrees that creating a strategy and using tools to support your team’s goals is critical for finding success on social channels.

As she puts it, “The greatest area of ‘untapped potential’ for most brands comes in the form of streamlining creative workflows to support the volume needed for quality social activity. Digital workspaces that allow creatives and marketers to collaborate from a central location to stage, revise, and produce content limits back-and-forth communication and unnecessary steps in production.”

Additionally, Jaśkiewicz says, “Digital templates for creative assets — set to the specifications of the organization’s core social media platforms — can also add agility to social media managers’ ability to publish, allowing teams to be more timely and quickly act on new opportunities.”

5. Allow your users to purchase your products or services on social media platforms.  

Over the past few years we’ve seen rise to a new trend: social commerce.

In essence, social commerce is the ability to purchase from a brand within a social platform without leaving the site. Examples include shoppable ads and chatbot checkout.

Rachael Samuels, Senior Manager of Social Media at Sprout Social, told me she sees social commerce as a great opportunity to increase ROI on social channels.

Samuels says, “Social media has quickly become a primary communication channel for brands and consumers alike. As a result, marketers must seek new ways to engage with audiences while keeping other goals, such as lead generation, top of mind.”

“One way we’re seeing this unfold is through offerings like social commerce, which not only provide more seamless buying experiences for customers, but equip marketers with the ability to show direct attribution and ROI as a result of their efforts.”

Samuels adds, “To maintain this momentum, marketers should ensure their tech stack enables them to integrate their CRM and social management tools so they can easily surface social insights with their broader sales and support teams.” 

6. Use UTM tags for tracking. 

One reason you might not be seeing the ROI you’re hoping for? Perhaps you’re just not tracking properly.

As Matt Janaway, CEO of MarketingLabs, told me: “Tracking is now more important than ever thanks to the complications of iOS privacy improvements, so to really yield the best ROI, you have to make sure you are using UTM tags on all links. This way, you can correctly track the performance of your campaigns in Analytics.”

Janaway adds, “This should give you the data you need to make decisions that can drive more engagement and ROI.”

7. Encouraging your employees to become brand ambassadors.

One area of major untapped potential? Your employees.

As Casted’s Tjepkema tells me, “Employee activation is a huge and mostly untapped resource for brands. As consumers, we’re far more driven to engage with user-generated content, yet so many brands spend too much time and money trying to only push content from their own brand instead of enabling their employees (and partners, brand fans, etc.) to amplify their content.”

strategy for increasing social media ROI according to Casted's Tjepkema

“Rally your employees around the content you’re creating and encourage them to share it with captions that show their unique and personal perspectives. This is a great way to help each member of your team build their personal brand, while also amplifying your content to audiences in a more authentic way.”

LiveChat’s Jaśkiewicz agrees with this notion, saying, “[You should] give employee advocacy a bigger seat at the table in your social media strategy, especially when it comes to LinkedIn. It takes some time and effort to provide people with the knowledge and imply the ‘brand ambassadors’ mindset in the organization — however, employee engagement is a cost-effective way to increase your reach organically.”

HubSpot, for instance, created #HubSpotEmployeeTakeover on its HubSpot Life Instagram account. The campaign helps show audiences the faces behind the brand, and creates a sense of community and authenticity that you wouldn’t find with branded content alone.

Instagrams employee takeover

Increasing ROI across your social channels won’t happen overnight — but by applying these strategies and remaining dedicated to iterating on your strategy as you collect audience insights over time, you’ll surely begin to see stronger results from your social efforts.

Happy posting!

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Author: Caroline Forsey

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What is Search Retargeting & How Does It Work?

When a user is on Google and searches for “athletic shoes,” companies like Nike and Skechers probably want their ads to continuously show up for those users online because they’re currently in the market for a product they sell.

But how could they do that when the user isn’t searching for them and perhaps doesn’t even know that their company sells athletic shoes?

That’s where search retargeting comes in. With this behavioral targeting, companies can have their ads show up on search engine results pages (SERPs) and social media sites after a user types in certain keywords.

This is a popular strategy among marketers. In fact, 68% of marketing agencies and 49% of brands have a dedicated budget for retargeting. Additionally, it’s also popular among online users — 25% of online viewers enjoy seeing retargeted ads.

In this post, let’s discuss what search retargeting is, how it works, and how you can use it to reach new audiences.

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Continuing the example above, if a user searched for “athletic shoes,” they might go on Facebook a few days later and see an ad for Nike or Skechers. This would mean that the company has set up a digital campaign to retarget users who are searching for athletic shoes in search engines.

Now you might be wondering, “How does this work?” Let’s dive in below.

How does search retargeting work?

Essentially, search retargeting works through automation. Once a user searches for a keyword, certain display ads will begin to appear on their SERPs, social media, and other pages they visit online.

This works by creating a custom audience for your display ads. To do this, you’ll create a list of keywords that are relevant to your business. You can choose to retarget people who use broad, exact, or phrase-matched keywords.

Then, you’ll go to your search engine ads (whether on Google, Yahoo, or Bing) or any software you use to set up your display advertising and use their ecosystem to set up your campaign. The search engine or software will then use their data to retarget those users and display your ads to them online.

The idea is that a user will be searching for a product, see your company’s ad, and then hopefully either visit your site then or consider coming back to your site when they’re ready to make a purchase.

Before we dive too deep into search retargeting, right now you’re probably thinking about site retargeting and asking yourself, “Isn’t this the same thing?” The answer is no, but let’s expand below.

The great thing about search retargeting is that the user doesn’t even have to be aware your company exists. They’ll see your ads because they’re looking for a certain product or service, whether they know of your brand or not.

While site retargeting helps those in the consideration/decision phase of the purchasing process, search retargeting is for those who are in the awareness phase. The main difference is the type of consumer that is being targeted.

Benefits of Search Retargeting

1. Improve brand awareness.

Search retargeting is especially effective at improving brand awareness. So much so, that 70% of marketers turn to search retargeting primarily to increase brand awareness. This is because the audience you’re targeting doesn’t have to know who you are to see your ad. The more people who see your ad that hasn’t heard of your company, the greater your brand awareness.

2. Increase visitors to your site.

Of course, a huge benefit of doing search retargeting is increasing visitors to your site. You’ll be able to attract new visitors to your site that haven’t heard of your company and wouldn’t have otherwise shown up on your site through search retargeting. This is because you’re capturing visitors through the intent of their searches.

3. Convert more consumers.

At the end of the day, you run digital campaigns to increase your ROI (return on investment) and drive revenue. Search retargeting can help with that. In fact, retargeted search ads have higher conversion rates than regular display ads. And it ends up being more cost-effective.

Google Search Retargeting

While you might use a marketing automation tool to set up your search retargeting ads, those will most likely only use data collected from Yahoo and Bing. Google prefers to keep its data in-house, so you can use Google Ads to conduct your search retargeting campaigns on this search engine.

Within Google, this process is called keyword contextual targeting. You’ll use Google’s keyword tool to select your keywords, and you can even use negative keywords to make sure your ads don’t show up on irrelevant searches.

Reach New Audiences with Search Retargeting

Search retargeting is a great way to increase brand awareness and bring more engagement and visitors to your site. Not only does it work, but consumers prefer this type of advertising to other display ads.

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The Ultimate Guide to RFPs

Have you been tasked with the job of creating a request for proposal, or an RFP?

Whether you have no idea what that is or haven’t written one in awhile, today’s guide can help.

We’re diving into the specifics of what an RFP actually is, why you might need one, and how to create your very first one today.

To start, you should understand what all these letters even mean.

Download Now: Free RFP Templates

 

When your company has a new (often large) project, or one that’s more complex and requires a bit of outsourcing, an RFP can help you get the job done right the first time.

The RFP doc becomes a way for you to quickly uncover the strengths and weaknesses of potential vendors in relation to your project without having to spend too much of your time hunting for them yourself.

RFPs can also give you a sneak peek into different strategies you may not have considered since each vendor will include their own unique action plan along with their bid.

And you’ll have this information before you ever have to commit to the vendor.

Keep in mind, this should not be confused with an RFQ.

RFP vs. RFQ

An RFQ, or request for quotation, is slightly different than an RFP since it’s just the quote itself. Here, companies solicit multiple price quotes from various vendors to compare services based on price alone. While an RFP includes a price quote (along with several other specifics), an RFQ does not detail anything other than price.

As opposed to an RFP, an RFQ is a request for quote or quotation.

Here’s how to understand the difference:

While you’re technically receiving a quote in an RFP, you’re also getting information like the action plan, timeline of completion, deliverable schedule, and the list of services provided as well.

But with an RFQ, you’re only receiving the quote itself for the service or products you’re interested in purchasing.

In most cases, simply comparing quotes is not enough to see if a potential vendor is the right fit for your company, which is why an RFP is more appropriate in these situations.

What is an RFP in marketing? 

In Marketing, an RFP is often used to outsource any marketing activities that could help your brand increase reach. These activities include anything related to marketing that you can’t do internally. 

For instance, if you work at a small startup, you might create an RFP to find a full-service communications and marketing firm to create an integrated marketing plan for your business. If this is the case, you’d outline in your RFP that you’re looking for a firm to help you “increase SEO presence” or “attract social media followers”, etc. 

On the flip side, if you work for a marketing agency, you’ll want to keep an eye out for RFPs in your area related to services you offer. For instance, if you work for a web design company, you’ll want to look for businesses that have created RFPs for web design services. 

What is an RFP in sales?

In sales, an RFP is often created when a business is looking to purchase a product or service to suit its needs. For instance, if an enterprise company is looking for a new CRM software, the business might release an RFP that outlines what it’s looking for, and what it’s hoping to achieve with new CRM software. 

For this reason, RFPs can play a critical role in the enterprise sales cycle. Enterprise companies that issue RFPs are often looking for businesses that can provide them with IT support, security, onboarding and training, and other additional services. To close these larger accounts, it’s vital your sales team is prepared with an RFP response process, and is able to efficiently respond to these large companies within the time allotted. 


The RFP Process Explained

Before potential bidders can submit their proposals, an RFP must be drafted by the company requesting the work. (P.S. We’ll show you how to do this later in this guide)

This gives potential contractors a better idea of what your company is looking for.

Once your RFP is sent out, contractors or vendors can review it and submit their best bids to compete for the job.

In these proposals, vendors generally include the following items:

  • An action plan of how they’re going to solve the issue
  • A timeline of what you can expect
  • Any necessary background information
  • How much they expect the entire project to cost

In certain cases, bidders may come back and say specific components of the RFP need to be adjusted based on their experience in the industry.

At this point, you can either review their feedback and create a new RFP to adjust for the changes, or you can leave the original as is and keep it in mind while considering the other submitted bids.

Once you receive all the proposals, it will be almost effortless to compare each one and determine which vendor is the best fit for your company.

Out of the stack of bidders, you’ll want to narrow this down to a handful of your top three, five, or 10 favorites to consider, depending on how many you receive or are interested in.

From here, you’ll want to spend time vetting potential vendors further to determine who’s really the ideal fit for the job.

Some companies may request one more best and final offer from their top vendors after they’ve started this negotiation process to ensure they’re not only getting the right person or company for the job, but at the right price, too.

While this may sound like an extra step, it’s one that may save you money, time, and headaches down the road.

But this also leads us to a big question: Is all of this really necessary?

Can’t you just spend time reviewing two or three vendors on your own?

As you’ll see next, that route is definitely not in your best interest.


Why Issue a Request for Proposal?

Let’s briefly compare these two scenarios:

  • Option #1: Spend time finding the perfect vendor on your own.
  • Option #2: Use an RFP to get potential vendors to come to you.

Choose the first route, and you’ll probably use your coworkers, friends, and networking groups to help solicit possible referrals for the job.

Or you might perform a Google search to check out the top vendors in your area.

After you review the website of a possible candidate for the job, you’ll craft the perfect message to reach out and learn if they can even help.

Then, you’ll have to explain the specifics of your project and you may or may not ask them to submit a proposal before deciding to choose them for your project.

It’s not a complicated process, but did we mention you have to repeat it for every promising referral or vendor you come across?

Imagine how long that’s going to take!

Now, what if these potential contractors already knew your project details and they came back with their best plan of action and a formal bid for you to review?

So instead of having to explain your needs each time, you would simply outline it once, and send it out to the masses.

And to save you even more time, it would be up to potential contractors — not you — to reach out.

The RFP route also gives you a sneak peek into each vendor’s real plan of action, not the one they talk you into over the phone or in person.

Since potential candidates have to submit a formal bid, they’ll need to spend time outlining the solution and really working through the problem at hand.

And if they don’t, you have an easy way to weed out vendors and cut through the stack of options fairly quickly.

But, to get to this point, you can’t make this next mistake.

Here’s What Not To Do With an RFP

If you want to find the right vendor, you need your RFP to be specific.

Only asking “yes” or “no” questions won’t get you anywhere.

That’s why you must create specific questions that require thoughtful answers.

Try to use sentences similar to these:

  • Can you share an example of how you’ve solved this problem or a similar one for another company? Did you encounter any unforeseen roadblocks? What would you do the same or differently this time?
  • With your proposed redesign, how long would it take a non-tech savvy person to complete the new registration form? How much time do you estimate this could save?

With these tips in mind, you’re ready to draft your first RFP.

How to Write an RFP

Here’s the basic structure of an RFP and what to include in yours:

1. Project Overview

Before you go into the specifics of your company, you should give a brief introduction to the project itself so vendors know right away if it’s something worth bidding on.

2. Your Company Background

This shouldn’t be a long history of your company. Rather, it should give contractors a better idea of what your company does and who you serve as a target market.

3. The Goals of Your Project

Clearly identify what you hope to accomplish with this project and what you see as a “win” so everyone is on the same page.

4. Project Scope

The details of the project are essential in an RFP. In the same way you don’t want to use vague questions, a vague project scope won’t help you find the right vendor either.

Spend time really detailing your project scope so there’s no surprises later on.

5. Target Deliverable Schedule

Even if your deadlines aren’t super tight, you should still have a target deliverable schedule in mind. This needs to be included in your RFP so potential vendors can properly gauge if they have the resources and bandwidth to complete the job on time.

6. Possible Roadblocks

Don’t hide your existing or potential issues under the proverbial rug if you want them to disappear. A successful RFP is explicitly clear about any technical issues or possible roadblocks, such as: Are you dealing with custom coding or an outdated platform? Does your team have limited resources?

By explaining these up front, potential vendors will know exactly what they’re getting into.

You’ll also naturally weed out contractors who can’t handle the task due to those constraints.

But you’ll also connect with companies that know how to work around these common issues with skill and finesse.

Remember, it’s far better to find this out now than after you’ve accepted the bid and started work.

7. Budget Constraints

It’s also important to be upfront with your budget too. The more you can eliminate surprises, the better for all parties involved.

8. What You’re Looking For in Potential Vendors

Another way to reduce or eliminate surprises is to explain exactly what you’re looking for in potential contractors.

All you have to do is outline what matters most to your project (i.e., time, solution, budget, etc.) and show how you’ll be evaluating their proposals based on that.

We’ll show you how this is done soon, but before we do, there’s one more thing to add here: an RFP cover letter.

Just like a cover letter for a resume, an RFP cover letter creates a professional image for your brand and sets the tone for prospective vendors. It signals that they should take the proposal and the project seriously.

The good news is there are a number of tools to make creating RFPs easier and less stressful than you’re imagining.

Sample Responses to RFPs

If you’ve issued an RFP and are collecting responses, you might be wondering what you should look for in effective RFP responses. Here, let’s look at a few examples of impressive RFP sample responses. 

Example One: General RFP Response for Web Design Services

Dear [author of RFP]:

Regarding your request for proposal (RFP), [our company] is thrilled about the opportunity to provide you web design services. Having worked with [brief list of past clients], we believe a partnership with [company you’re writing to] would have a tremendous impact on your customer satisfaction and bottom line.

As one of [client’s industry] leading providers of [client’s main service], you know just how critical this time of year can be for your customers. On average, the cost to deliver is $[xxxx.xx], and [client name] is committed to “[client’s mission statement].”

As these challenges become more common, it is increasingly important to provide customers with a powerful, SEO-optimized website to atttract new leads. With this in mind, [our company] intends to help [client’s name]:

  • Create a sleek, impressive website that is clean, user-friendly and mobile responsive to work on all devices, so web viewers have a strong first impression of your brand regardless of the device they use to find you. 
  • Help you strengthen brand identity through a new logo and a new, cohesive color palette. 
  • Ensure each of your web pages are SEO-optimized to rank quickly, which will attract new customers to your website and demonstrate your leadership in the industry. 

As stated in the executive summary, [our company] intends to help [client’s name] [brief allusion to client benefits outlined in executive summary]. To do this, our team has outlined a proposed set of deliverables, an order of operations, division of labor, and expected dates of completion to ensure the partnership between [your company] and [client’s name] is successful.

[Your company] can’t wait to work with you to help [client’s name] in addressing [client’s challenges described in Executive Summary]. To recap, please see below a brief overview of the services included in this partnership.

This sample response clearly and succinctly explains how the vendor’s service will solve the buyer’s critical pain points when it comes to creating a strong website. By outlining the key benefits, you’re showing the client how you’ll put them first and focus on their needs to get the job done. 

Example Two: Video Production Company Offering Its Services

sample RFP response from paul horton visuals

When responding to an RFP from Anthem Blue Cross and Blue Shield, Paul Horton Visuals chose to create a full webpage dedicated to their RFP response. The webpage format enabled the team at Paul Horton to create a full sample video treatment and process to show Anthem what they’d be able to deliver if Anthem chose them. The page also includes an embedded video to highlight the strengths of Paul Horton: video production. 


Proposal Software Tools to Help You Manage RFPs


In this article, we outlined 10 tools to help you manage and create professional looking proposals in less time.

For today’s purposes, the following five tools are great places to get started:

1. RFPIO

RFPIO Solves the problem of responding to RFPs, from project management to collaboration, to integrating with other software.  Their solution includes reporting dashboards, auto-response features, and automated generation of proactive proposals from within your CRM. RFPIO also includes an intelligent answer library that turns previous RFP responses into on-demand intelligence that empowers revenue teams with enterprise content at their fingertips wherever the work. 

And what’s better? RFPIO has an integration with HubSpot that will automatically sync your RFP with your portal, making it easy to share information with your team. 

2. PandaDoc

To create customized RFPs with your own branding, consider using the proposal software PandaDoc.

Here you can set up your first RFP within minutes and even collaborate with team members using real-time updates within the document itself.

3. Nusii

Similar to other proposal software on the market, Nusii uses a drag and drop editor that makes building RFPs a breeze — especially for beginners.

Thanks to its clean, modern, simple design, it’s also really easy to figure out too.

One of the most helpful features of Nusii is using it for re-working existing RFPs to save you time. Just copy the content from an RFP you like and edit information to fit your new request.

4. Loopio

How do you plan on organizing all the responses to your RFPs?

One standout feature with Loopio is its RFP response library, which gives you instant access to all your answers from previous RFPs. This saves you the hassle of digging around to find what you need in a crowded inbox.

Their magic feature will even help you auto-populate a response if it appears similar to one you’ve already done.

Plus, you can manage your entire RFP process — including sending automated responses — and collaborate with your team all in one place with their intuitive dashboard.

And if proposal tools are out of the budget right now, or if you’d like to try your hand at creating your own first, use this template as a starting point.

5. RFP360

RFP360 streamlines your approach to RFP response management. Their intuitive knowledge management, workflow and collaboration features make it easy to create, review, update and approve compelling responses in a single library. Proposal automation and answer intelligence (AI) capabilities accelerate your ability to answer questions, suggesting the best possible responses and automatically completing them in bulk.

You can also import RFPs in various formats and generate polished final proposals, and integrated extensions allow anyone across your organization to use content from your knowledge library in Microsoft Office files, online questionnaires and forms — without leaving those applications.

Free and Editable RFP Template

free editable RFP request for proposal PDF template

Download a free, editable RFP template.

To use this template, simply download it here or fill out the form below. You can remove sections or pieces of information that don’t pertain to your project and add whatever else you need for your RFPs.

Over To You

Now that you have a better idea of what an RFP is and how to create your first one, you’re ready to get started.

Sit down with your team to narrow down your project’s specifics, goals, and scope of work. Then determine when the project needs to be completed and your budget before moving on to the drafting phase.

With this intel gathered, you’ll be ready to plug everything into our template.

You can also use this tried-and-tested proposal formula to ensure your RFP is professional and polished too.

Follow these steps and you’ll have an RFP template you can quickly update. Your next project will be a success that much faster. 

Editor’s note: This post was originally published in August, 2018 and has been updated for comprehensiveness.

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Conversion Rate Optimization (CRO): 8 Ways To Get Started

Today, most marketing teams are focused on driving traffic toward websites in hopes that this traffic then converts into qualified leads for sale reps to close. But that’s only half the battle.

Getting more out of existing traffic and leads (versus entirely new traffic) can propel companies toward long-term, sustainable growth. That’s where conversion rate optimization (CRO) comes in. In this guide, you’ll learn about the power of CRO, why your business should focus on improving your conversion rate, and how to get get started.

Download Now: Free 8-Week Conversion Rate Optimization Planner

What is a conversion rate?

A conversion rate is the percentage of visitors who complete a desired action, like completing a web form, signing up for a service, or purchasing a product.

A high conversion rate means your website is well-designed, formatted effectively, and appealing to your target audience. A low conversion rate could be the result of a variety of factors related to either website performance or design. Slow load times, a broken form, or copy that doesn’t convey the value of the offer are common reasons for a poor conversion rate. 

What is a good conversion rate?

A “good” conversion rate depends on your industry, niche, goals, traffic channel, and audience demographics, among other factors. For example, the average conversion rate of ecommerce sites globally was 2.17% in the third quarter of 2020, which was down from 2.37% the previous year. The ecommerce conversion rate in the US was higher, however, at 2.57%.

The average not only differs by year and by country — it also differs by niche. For example, the average conversion rate of ecommerce sites in the food and beverage sector is 5.5% whereas the average in the haircare sector is 3.5%. 

If your conversion rate is lower than you’d like — maybe it’s below average in your industry, or lower than your top competitors, or simply underperforming against your own goals — then it’s time to optimize. 

What is CRO?

Conversion rate optimization, or CRO, is the process of enhancing your website and content to boost conversions. 

The process of optimizing for conversions allows you to boost your number of highly-qualified leads, increase revenue, lower acquisition costs, obtain greater value from your current leads and customers, and, simply, grow better.

Conversions can happen all over your website: on your homepage, pricing page, blog, landing pages, and more. To maximize the potential of converting website visitors into paying customers, you should optimize each location. 

Before we take a look at the benefits of CRO, let’s walk through how to calculate your site’s conversion rate. That way, you’ll have a better understanding of how much time and resources to invest in a CRO strategy. 

How to Calculate Conversion Rate 

Conversion rate is calculated by dividing the number of conversions by the number of visitors and multiplying that number by 100 to get a percentage.

how to calculate conversion rate: conversion rate formula

As long as you know how you’re defining a conversion, then calculating your conversion rate is easy. You just plug in two values and multiply by 100. 

Let’s say you’re defining a conversion as a newsletter opt-in, and you have an opt-in form on every single page of your website. In that case, you’d divide the total number of newsletter form submissions by the total number of website visitors and multiply it by 100. So if you had 500 submissions and 20,000 visitors last quarter, then your conversion rate would be 2.5%. 

You can repeat this process for every conversion opportunity on your site. Just make sure to only count the number of visitors on the webpages where the offer is listed. For example, if you want to calculate the conversion rate of your ebook offer, then you’d divide the total number of downloads by the number of people who visited webpages where the ebook offer is listed. 

Alternatively, you can calculate your website’s overall conversion rate by dividing the total number of conversions for every conversion opportunity on your site by the total number of visitors on your site.

How Websites Benefit From CRO

Here are four areas of your website that have the potential to largely benefit from conversion rate optimization.

1. Homepage

Homepages are prime candidates for CRO. In addition to making a first impression on visitors, the homepage is also an opportunity to retain those visitors and guide them further into your website.

You can do this by emphasizing links to product information, offering a free signup button, or even incorporating a chatbot that solicits questions from visitors at any point during their browsing experience.

2. Pricing Page

A website’s pricing page can be the make-or-break point for many website visitors. CRO can help a pricing page convert visitors into customers by modifying the pricing intervals (e.g. price-per-year vs. price-per-month), describing the product features associated with each price, including a phone number for visitors to call for a price quote, or adding a simple pop-up form. 

Hotjar, for example, added a simple email opt-in popup form on its pricing page and got over 400 new leads in just three weeks.

how websites benefit from CRO: Hotjar Pricing Page Popup Overlay

3. Blog

A blog is a massive conversion opportunity for a website. In addition to publishing thoughtful and helpful content about your industry, a blog can use CRO to convert readers into leads.

This process often includes adding calls-to-action (CTA) throughout an article or inviting readers to learn more about a topic by submitting their email address in exchange for an ebook or industry report.

4. Landing Pages

Since landing pages are inherently designed for people to take an action, it makes sense that they have the highest average conversion rate of all signup forms at 24%. An event landing page, for example, can be optimized with a video of last year’s event to encourage visitors to register this year. A landing page that’s offering a free resource can be optimized with preview content from that resource to encourage visitors to download it.

Now that you know where you can optimize for conversions, you may be wondering how you know when your business is ready to start the process.

When is CRO right for your business?

The short answer: CRO is important for any business online. That’s because, no matter how established or large your company is, you want to convert your website visitors into qualified leads, customers, and brand advocates — and you want to do so in the most effective, impactful, and reliable way.

With conversion rate optimization, you’ll get more out of your existing website traffic while ensuring you’re targeting qualified leads.

Although this is a straightforward concept, setting a conversion goal isn’t as easy as saying, “This page converted 50 people this month, so we want to convert 100 people next month.”

You don’t just want 50 more conversions from a webpage. Instead, you want 50 more conversions for every X amount of people who visit it. (This is your conversion rate — the percentage of people who convert on your website based on how many people have touched it).

To provide a better understanding of where you stand at any point in time in regards to conversion rate, here are three commonly-used formulas your business can use to understand, analyze, and improve.

CRO Calculation 1: Conversion Rate

As we mentioned earlier, to calculate conversion rate, you must divide your number of conversions (or leads generated) by your number of visitors (or web traffic), and then multiply that number by 100 to get the percentage.

Leads Generated ÷ Website Traffic x 100 = Conversion Rate %

CRO Calculation 2: Number of Net New Customers

To calculate your number of net new customers, you’ll want to divide your net revenue goal by your average sales price.

New Revenue Goal ÷ Average Sales Price = Number of New Customers

CRO Calculation 3: Lead Goal

And lastly, to calculate your lead goal, take your number of new customers and divide it by your lead-to-customer close rate (which is your total number of leads divided by total number of customers) percentage.

Number of New Customers ÷ Lead-to-Customer Close Rate % = Lead Goal

Here’s an example of these formulas in action:

If your website has 10,000 visitors per month that generate 100 leads — and subsequently, 10 customers each month — the website visitor-to-lead conversion rate would be 1%.

What if you wanted to generate 20 customers each month?

You could try to get 20,000 visitors to your website and hope that the quality of your traffic doesn’t decrease — although, that’s a risk you’ll likely want to avoid. Rather, you could obtain more leads from your existing traffic by optimizing your conversion rate. This is less risky and is more likely to produce better results for your bottom line.

For instance, if you increase your conversion rate from 1% to 2%, you’d double your leads and your customers. The following table is proof of this — you can see the positive impact that results from increasing your website’s conversion rate:

Company a B c
Monthly Site Traffic 10,000 10,000 10,000
Conversion Rate 1% 2% 3%
Leads Generated 100 200 300
New Customers 10 20 30

Notice the drastic increases in number of leads generated and net new customers when you boost your conversion rate.

Not only that, but it’s clear that generating more website traffic isn’t necessarily the right approach when trying to improve your conversion rate — in fact, this chart shows you that you can grow your business substantially without increasing traffic at all.

Hard to believe? Think about this way: Pretend you were trying to fill up a leaky bucket. If you pour more water into the bucket, you won’t fix the root cause of the issue — instead, you’ll end up with a lot of water that’s wasted (not to mention, a bucket that will never fill up all the way).

Are you ready to take the first steps toward CRO at your company? Review the strategies below and start experimenting.

CRO Marketing Strategies to Try

Here are some applicable conversion rate optimization marketing strategies to test and implement at your company.

1. Create text-based CTAs within blog posts.

While it’s considered a best practice to include CTAs in a blog post, they sometimes fail to entice visitors to take your desired course of action. Why?

Banner blindness is a real phenomenon related to people becoming accustomed to ignoring banner-like information on websites. This lack of attention coupled with the fact site visitors don’t always read all the way to the bottom of a blog post (rather, they “snack” on content), means a different approach is required.

That’s where the text-based CTA comes in handy. Here at HubSpot, we ran a test with text-based CTAs — a standalone line of text linked to a landing page and styled as an H3 or an H4 — to see if they would convert more traffic into leads than regular CTAs located at the bottom of a web page.

In HubSpot’s limited test of 10 blog posts, regular end-of-post banner CTAs contributed an average of just 6% of leads that the blog posts generated, whereas up to 93% of a post’s leads came from the anchor-text CTA alone.

2. Add lead flows on your blog.

A lead flow is another conversion rate optimization element you can include on your site. Lead flows are high-converting pop-ups designed to attract attention and offer value.

You can select from a slide-in box, drop-down banner, or pop-up box, depending on your offer. We experimented with the slide-in box on the HubSpot Blog back in 2016 and it achieved a 192% higher clickthrough rate and 27% more submissions than a regular CTA at the bottom of a blog post.

3. Run tests on your landing pages.

Landing pages are an important part of the modern marketer’s toolkit and, as mentioned earlier, integral to conversion rate optimization.

That’s because a landing page is where a website visitor becomes a lead or an existing lead engages more deeply with your brand. To optimize a landing page, run A/B tests to identify your best design and content features for audience members.

For instance, with A/B testing you can quickly and easily test different versions of your website copy, content offers, images, form questions, and web pages to determine what your target audience and leads respond to best.

Thanks to A/B testing, China Expat Health was able to increase their lead conversion rate by 79%. One of the most impactful changes was swapping out the headline “Health Insurance in China” for “Save Up to 32% on Your Health Insurance in China,” which immediately conveyed a value proposition to visitors. This proposition was then supported by customer testimonials.

Get everything you need to start effectively A/B Testing your website today.

4. Help leads to immediately become a marketing-qualified lead.

Sometimes visitors want to get right down to business, skip parts of the typical buyer’s journey, and immediately speak with a sales rep (rather than be nurtured).

There are specific actions you should encourage these high-intent visitors to complete so they can easily become marketing qualified leads (MQLs) — and they can take action through a combination of thoughtfully designed web pages, compelling and clear copy, and smart CTAs.

For instance, at HubSpot, we discovered that visitors who sign up for product demos convert at higher rates than visitors who sign up for free product trials. So, we optimized our website and conversion paths for people booking demos or meetings with a sales rep.

Admittedly, this depends on your product and sales process, but our best advice is to run a series of tests to find out what generates the most customers. Then, optimize for that process. The key here is to look for ways to remove friction from your sales process.

5. Build workflows to enable your team.

There are a number of automated workflows you can create to enable your team with the help of marketing automation software.

For example, with marketing automation, it’s possible to send automatic emails with workflows. Then, leads can book meetings with reps in one click. Meanwhile, reps receive notifications when leads take high-intent actions such as view the pricing page on your website.

Or, if you work in ecommerce, you can send an email to people who abandon their shopping cart as a reminder.  According to research from Moosend, abandoned cart emails can be very effective. They have a high open rate of 45%. Of the emails that are opened, 21% are clicked. Half of the people who clicked make a purchase.

Here’s an example of an abandoned cart email by the Dollar Shave Club. 

cro marketing strategy: abandoned cart email by Dollar Shave Club

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6. Add messages to high-converting web pages.

Use live chat software to chat with your website visitors in real-time and offer support and guidance as needed. To increase conversions, add these messaging features to your high-performing web pages — such as your pricing and product pages — so leads get the information they want in real-time.

You can also make your messaging and chat bots action-based. For example, if someone has spent more than a minute on the page, you may want to automatically offer to help and answer any questions they may have (again, a live chat tool, like HubSpot, makes this easy).

7. Optimize high-performing blog posts.

Again, publishing blog articles opens the door to a big opportunity for conversions. Even more so if you already have existing blog content on your site — in fact, at HubSpot, the majority of our monthly blog views and leads come from posts published over a month ago.

To get started optimizing your blog content, identify your posts with the highest levels of web traffic but low conversion rates. (Possible causes of this issue may be related to SEO, the content offer you are promoting, or your CTA.)

In one instance, we at HubSpot added an inbound press release template offer to a blog post about press releases — as a result, we saw conversions for that post increase by 240%.

Additionally, look at your blog posts with high conversion rates. You want to drive more qualified website traffic to those posts and you can do so by optimizing the content for the search engine results page (SERP) or updating it as needed to ensure it’s fresh and relevant.

8. Leverage retargeting to re-engage website visitors.

It doesn’t matter what your key conversion metric is: The cold, hard truth is that most people on your website don’t take the action you want them to. By leveraging retargeting on Facebook and other platforms, you can re-engage people who left your website.

Retargeting works by tracking visitors to your website and serving them online ads as they visit other sites around the web. This is particularly impactful when you retarget people who visited your highest-converting web pages.

The normal inbound rules still apply here — you need well-crafted copy, engaging visuals, and a compelling offer for retargeting to work.

Take United’s retargeting campaign for example. Using insights from previous ad campaigns, United focused on reaching people who had viewed their ads and were already considering booking a vacation. To this select audience, they promoted a 15-second video ending in a call-to-action.

If viewers felt inspired enough to book their vacation, all they had to do was click on the CTA to be taken straight to the United website. This proved to be a huge success. In just one month, 52% of conversions attributed to YouTube were click-through conversions directly from the ad.

(If you’re a HubSpot customer, take a look at how the AdRoll integration can improve your conversion efforts.)

Now, let’s talk about how you can get started with CRO at your company.

How to Get Started with Conversion Rate Optimization (CRO)

Maybe you’re wondering, “Where do I start with CRO?”

Enter: PIE framework. Before starting a CRO project, prioritize your efforts by ranking each element on Potential, Importance, and Ease.

Use the PIE framework to answer the following questions for every strategy outlined in the previous section. Then, assign a score between one and 10 (one being the lowest and 10 being the highest) to each strategy.

  • How much total improvement can this project offer?
  • How valuable will this improvement be?
  • How complicated or difficult will it be to implement this improvement?

Once you’ve assigned a score for each strategy, add up the numbers and divide the total by three — this gives a score that shows what project will have the greatest impact. Then, work on the projects with the highest scores first.

The PIE framework isn’t perfect, but it’s easy to understand, systematic, and offers a starting point for CRO collaboration and communication among colleagues.

Frequently Asked Questions About CRO 

We’ve covered a lot about conversion rate optimization, but not everything. If you still have questions, then check out the answers to some of the most frequently asked questions below. 

What is the purpose of a conversion rate optimization?

The purpose of conversion rate optimization (CRO) is to improve the likelihood of visitors taking a desired action on a webpage.

What is a CRO strategy?

A CRO strategy is designed to convert more of your visitors into paying customers. While each CRO strategy will vary company by company, the general steps will not. You have to identify key metrics and your target audience. Then you have to collect user feedback and other data to decide what you’re going to test. Finally, you’ll run A/B tests to improve different pages and parts of your site for conversion.

What are CRO tools?

CRO tools are designed to simplify or automate the process of optimizing your conversion rate. They might help with lead capture, research, analytics, mouse tracking and heat maps, feedback, or running experiments.

What is a CRO test?

A CRO test involves adding, re-arranging, and redesigning elements on your website in order to maximize your conversions. Different CRO tests might focus on optimizing the copy, design, or placement of your CTAs, or the length of your headlines, among other elements. 

Begin Using CRO

There are many “best practices” out there when it comes to CRO but, ultimately, you need to find out what your customers respond to, and what drives results for your business.

Keep these three follow-up actions in mind when getting started with CRO today:

  • Use the three formulas to start the CRO conversation.
  • Experiment with CRO strategies to discover what works for your business.
  • Leverage the PIE framework to help prioritize your strategy.

Editor’s note: This post was originally published in January, 2019 and has been updated for comprehensiveness.

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How to Add HTML Embed Codes to Your Website [Quick Tip]

If you want to curate others’ content from social media or just make your own visual social media content work harder for your overall content strategy, you need to know how to embed HTML code onto your blog or website.→ Click here to download our free guide to digital marketing fundamentals  [Download Now].

But wait a second … before we get into the nitty-gritty of this tip, what the heck does “embed” mean? And what is HTML? If you don’t know how to code at all, no worries — embedding external content is extremely easy. Let’s take a second to break down the basics.

What does embed mean?

Embed means to integrate external content into another website or page. You embed something when you place a block of code — called an embed code — into the HTML editor of another website. When you hit ‘Save’ or ‘Publish,’ the media then renders on the published page.

Embedded content is referenced with HTML. HTML is one of the most basic languages used on the web to design and lay out web pages.

You often see this code when you’re in the “back end” of your blog post. There’s where you’ll add your embed code.

Most social and multimedia websites have an option to generate an embed code right in each individual post. Here’s an example of an embed code for a HubSpot YouTube video:

And here’s the embedded result.

Want to do the same thing on your blog posts and pages? Let’s go over how you can generate an embed code for the top social sites.

Below, we cover these steps in more detail for each platform. In general, you’ll want to:

  1. Generate the embed code.
  2. Access your content management system and paste the embed code in your HTML viewer.
  3. Finished! You have embedded content into your website or blog.

Let’s dive into each step.

1. Generate the embed code.

Before embedding external content, you must first generate an embed code for the post or page you want to embed on your website.

We’ll go over how you can do that on most of the major social and content networks.

Embed a Facebook Post

To embed a Facebook post, do the following:

  • Navigate to Facebook on your desktop browser and go to the post that you’d like to embed.
  • Click on the three dots on the upper right-hand corner of the post.
  • On the drop-down menu, click Embed.

Embed code button on a Facebook post

  • A pop-up will appear, where you have the option to include the full post and access advanced settings. For beginners, we recommend leaving the options as they are and simply clicking Copy Code.

Embed code options on a Facebook post

  • Finished! You’ve got your embed code.

Embed an Instagram Post

Want to embed an Instagram post? The process is similar to Facebook’s. Note that you can only embed posts from the desktop version and not the mobile app.

  • Click the three dots in the upper right-hand corner of the post.
  • A popup will come up with several options. Click Embed, the second-to-last option.

embed-instagram-post

  • A pop-up will come up with your embed code. You have the option of including or excluding the caption.
  • After you’ve finished customizing your options, click Copy Embed Code.

Copy embed code pop-up on Instagram

  • Complete! You’ve got your Instagram embed code.

Embed a YouTube Video

YouTube videos can take your blog posts to the next level, and the best part is that you can embed its wealth of content on your blog posts for free.

To do so, take the following steps:

  • Navigate to the video that you’d like to embed on your website.
  • Under the video, next to where the likes are located, click Share.

Share button under a YouTube video

  • A pop-up will come up with several options, including sharing the post to other social networks. Click Embed.

Share options for a YouTube video

  • YouTube will create an embed code, which you can customize. You can start the video at a certain point or hide the player controls.
  • After choosing your options, click Copy on the lower right-hand corner of the pop-up.

Generated embed code for a YouTube video

  • Complete! Your YouTube video is ready to get embedded.

Embed a Tweet

If you embed a Tweet on your website pages or blog, you can generate engagement for your Twitter profile without relying on your Twitter followers. Website visitors can engage with your Twitter content, too.

To embed a Twitter post, do the following:

  • On a desktop browser, navigate to the post that you’d like to embed.
  • Click on the three dots on the upper right-hand corner of the post.
  • A drop-down menu will appear. Click Embed Tweet.

Embed Tweet button on Twitter

  • Twitter will take you to an external page on publish.twitter.com, where you can then further customize the look of the Tweet before embedding it on your site. For instance, you can set it to dark mode and change the display language of the Tweet.

Options for embedding a Tweet

  • Once you’ve customized it, click Update.
  • Click Copy Code.
  • Finished! The Tweet is ready to embed on your site.

There’s another way to generate an embed code for Twitter. Go to publish.twitter.com and insert the URL of the post that you’d like to embed. Twitter will then generate the embed code, and you can customize it using the same process as the last method.

Embed a Pinterest Post

Embedding a Pinterest post can lead website users back to your Pinterest profile and help you grow your Pinterest following. To get started, do the following:

  • Navigate to the Pinterest post you’d like to embed.
  • Click on the three dots right next to the image (or under the image, if you’re using the mobile website).
  • On the drop-down menu, click Get Pin embed code.

'Get Pin embed code' button on a Pin

  • A pop-up will appear with the embed code. You have the option of creating a small, medium, large, or extra-large embedded pin.

Generated embed code for a pin on Pinterest

  • Once you customize the size, highlight the code and click Command + C or CTRL + C.
  • Finished! Your Pin is ready to get embedded.

Embed a SlideShare Presentation

While SlideShare presentations are not as popular these days, they can still be a handy multimedia tool for spicing up blog posts and pages. Here’s how to embed a SlideShare presentation:

  • Go to the SlideShare presentation you’d like to embed.
  • Click Share under the presentation.
  • In the same window where the presentation appears, you’ll see the option to share it via social channels. The embed code will be underneath that.

Share SlideShare options with an embed code

  • Choose the size of the embed window and which slide you’d like the presentation to start on.
  • Highlight the embed code and click Command + C or CTRL + C.
  • Ready! You can now embed the SlideShare presentation in a web page or post.

Embed an External Webpage

Don’t want to embed a social post but rather a web page? You can embed an external web page using the iframe HTML tag.

All embed codes, including the ones for social sites, use iframe tags. This is what they look like:

You can use these same tags to embed an external webpage. Here’s how:

  • Navigate to the webpage you’d like to embed into your site.
  • Open up the notepad app on your computer. Paste the following code into it:
  • Return to the webpage and copy the URL.
  • Paste the entire URL where it says url in your iframe code. Don’t forget to include https:// at the beginning of your URL and to place the link inside the quote marks. Here’s what your code should look like:
  • Change the width and height of the frame if desired.
  • Copy the entire line of code. After, the webpage is ready to get embedded on your website.

2. Access your content management system and paste the embed code in your HTML viewer.

Although every CMS is different, you can probably find the HTML viewer with similar steps. We’ll go over how you can do it in CMS Hub and WordPress.

CMS Hub

In CMS Hub, you actually don’t need to add your embed content using the HTML editor (although you have the option to). Here’s how:

  • In your HubSpot dashboard, navigate to Marketing > Website > Blog. If you’re planning to add the code to a website page, navigate to Marketing > Website > Website Pages.

Blog and Website Pages buttons on the HubSpot CMS

  • Find the post or page that you’d like to add the embed code to. Hover over it, then click Edit.

cms-hub-website-page-list

  • Click into the module where you’d like to add the embed code. An options bar will appear near the top of the screen. In the right-hand side, click Insert.
  • Choose Embed from the drop-down menu.

Embed button on the HubSpot CMS

  • A pop-up will appear. Paste the iframe code into the text bar.

Insert embed pop-up in the HubSpot CMS

  • Click Insert.
  • Finished! You can edit the width and height of the embed content to customize it further.

To access the HTML editor, complete steps 1-3 above. On the top options bar, click Advanced > Source Code. You can then paste your embed code manually. Note that the end result is the same.

WordPress

To paste an embed code into your WordPress website, use the following steps:

  • Access your admin area and go to either Pages or Posts.
  • Click the title of the post that you want to add the embed code to. This action will take you to the post editor.
  • Click the Text tab on the upper right-hand corner of the text editor.

WordPress plain text editor

  • Paste your embed code where you want the module to appear.

3. Finished! You have embedded content onto your website or blog.

Once you reload the page, your embedded social post will appear.

Add Embedded Content to Increase User Engagement

By embedding external content on your pages and posts, you can increase engagement on your website and get your site visitors to interact with the content you post on social media. The best part is that it’s easy to do — simply generate the embed code, paste it into your HTML editor, and watch your user engagement grow.

Editor’s note: This post was originally published in September 2013 and has been updated for comprehensiveness.

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