Tag: 上海水磨会所

  • Will Clark gets a big bronze statue, but not in San Francisco (yet)

    first_imgCLICK HERE if you are having a problem viewing the photos or video on a mobile deviceWill Clark went back to college last week. Not to complete a degree-gone-dormant. And not to settle a decades-old parking fine. And not because he just happened to be in the neighborhood.He came to be honored along with former Mississippi State teammate Rafael Palmeiro to celebrate the recommissioning of the school’s baseball stadium — Dudy Noble Field.The locals call it The Dude. The makeover, …last_img read more

  • 49ers don’t trade for Giants Beckham but Chiefs Ford on way

    first_imgSANTA CLARA – Superstar receiver Odell Beckham Jr. is not coming to the 49ers. Instead, they are swinging a deal for a much-needed pass rusher, the Kansas City Chiefs franchise-tagged Dee Ford.A blockbuster trade for Ford comes with a cost, and, financially, it may bring Ford a five-year, $87.5 million contract, ESPN first reported.In return, the AFC runner-up Chiefs will get the 49ers’ 2020 second-round draft pick, according to NFL Network.Ford, a five-year veteran, is coming a career-high …last_img read more

  • Mariners get four in eighth, take series from Athletics

    first_imgOAKLAND — Lou Trivino accepted responsibility for the Athletics latest step backward Sunday after being charged with four runs in the eighth inning of a 6-3 loss to the Seattle Mariners.Mark Canha, whose rare misplay in the sun and wind of right field was the reason three of those runs were unearned, was doing the same on the other side of the clubhouse.They weren’t wrong either, but you can throw in an offense … Click here if you’re unable to view the photo gallery on your mobile device.last_img read more

  • New tips to try to minimize dicamba damage

    first_imgShare Facebook Twitter Google + LinkedIn Pinterest New restrictions a federal agency has put on using a controversial dicamba aren’t enough to prevent it from spreading onto nearby plants, according to an Ohio State University weed expert.As a result, Mark Loux, a weed specialist with Ohio State University Extension, and colleagues from Purdue University and the University of Illinois have created a list of additional precautions that farmers should try to follow whenever they use dicamba.The additional recommendations from Loux and his colleagues include not applying dicamba if the temperature is warmer than 80 degrees or if the forecast indicates wind gusts over 10 miles per hour. The recommendations also say that farmers should apply dicamba early in the season around the time of crop planting, or soon after the emergence of the crop and weeds.They also suggest that farmers talk to their neighbors before applying dicamba so that farmers know what plants are nearby that could potentially be affected by any spread of dicamba.“We think our recommendations will help,” Loux said, “but not guarantee against dicamba moving from the area where it was applied and injuring or killing plants that were not supposed to be affected.”Dicamba has been shown to easily spread well beyond the fields where it was sprayed, damaging or killing crops. Nationwide, there have been complaints and lawsuits, claiming damages.On Oct. 31, the Environmental Protection Agency announced it would continue to allow farmers to keep using dicamba until at least December 2020. The agency required changes to the label that detail additional stipulations on when and how to use the herbicide to try to protect nearby fields.“What (the EPA has) done is to try to make changes to prevent dicamba from moving around into other places,” Loux said.But those changes aren’t enough, he said. Even with the added EPA restrictions, dicamba could still go airborne and spread to other plants that it was not intended to kill, Loux said.“The weed science community is pretty unhappy, and doesn’t believe these EPA regulations are really going to help much,” he said.New regulations include the prohibition of using dicamba on soybeans more than 45 days after planting, specifying certain times of the day dicamba can be applied, and clarifying who is authorized to apply it.These regulations don’t have Loux or the weed science community convinced.“There is some question as to whether 45 days actually does anything,” he said.The farming community isn’t sold either.“Support for using dicamba after plants have emerged is split amongst the farming community depending upon whether or not you like dicamba,” Loux said.Those who like using dicamba are happy they get to continue. Many see it as an effective tool in controlling weeds that resist herbicides. Those who don’t like dicamba believe the EPA isn’t doing enough to prevent the dangers the herbicide poses to nearby crops.An EPA press release states that dicamba is helpful to farmers, and that EPA is supporting farmers who rely on the chemical.The new EPA regulations include the following:Only certified applicators may apply dicamba over the top (those working under the supervision of a certified applicator may no longer make applications).Over-the-top application of dicamba is prohibited on soybeans up to 45 days after planting.Application is allowed only from one hour after sunrise to two hours before sunset.To view the full list of recommendations on dicamba use from Loux and his colleagues, visit: go.osu.edu/dicambatips.To learn more about the EPA’s decision to allow the continued use of dicamba, visit go.osu.edu/EPArelease.last_img read more

  • Registration Opens for BuildingEnergy Conference

    first_imgRegistration has opened for the 2017 BuildingEnergy conference in Boston, a major regional gathering and trade show for industry professionals interested in high-performance building and renewable energy. The conference is sponsored by the Northeast Sustainable Energy Association (NESEA).Pre-conference workshops take place on Tuesday, March 7, with sessions on energy modeling, net-zero construction, efficient hot-water systems, product selection for high-performance building, and life-cycle analysis for building components.Conference sessions start on March 8, beginning with opening comments from Craig Jones of the University of Bath in the United Kingdom. In addition to the dozens of workshops scheduled over March 8 and 9, the NESEA has planned community events such as “Office Hours with the Experts,” “NESEA Night 2017,” and the “Emerging Professional Career Forum.” A variety of vendors will staff booths at a trade show.The conference takes place at the Seaport World Trade Center in Boston. There are a number of pricing options, depending on what parts of the program you want to attend.last_img read more

  • 5 Essential Tactics to Jumpstart Your Google+ Business Page

    first_imgBy Brian Whalley Since Google officially launched Google+ Business Pages, many businesses and organizations have already taken the initiative to create their own page. Because of the weight of the Google brand, the impact activity on Google+ has on search engine optimization, and the large user base that’s joining at a record rate, it is important for marketers to claim their brand and represent themselves on this new social network. If you’ve created a page and do nothing else, here are the 5 things you should definitely be doing on Google+ to build a following and generate more leads.1. Start Discussions With Your Followers, Peers, and InfluencersAfter you’ve registered your page and populated it with your basic details, set up a schedule of discussions you’d like to have on industry related topics or problems that relate to your products/services. Think of this as an editorial calendar for your Google+ page. One of great advantages of Google+ over other social media platforms is that it’s easy to have actual conversations and encourage responses. As you get started, Circle some people in your field with relevant interests, and invite them to participate in these conversations. You can do this by adding their name either to the main post or a comment by typing a plus sign (+) followed by their name (e.g. “+Brian Whalley”), like you can see below on Tom Critchlow’s post. The user you tag will receive a notification that they were mentioned accompanied by an invitation to respond. Since there’s no real limit to how much text you can include in one entry, it’s a great place to start a discussion and then invite other people to the conversation. A few great marketing uses for this are generating feedback from your followers about your content, products, or services; building relationships with other industry thought leaders; and establishing your company as an industry expert. 2. Include Videos & Attractive ImagesWhen starting discussions or posting comments, include video and images in your Google+ posts. Unlike some other social networks that only display thumbnails or make you exit the site and access another site to view content, Google+ supports users posting rich content onto their stream such as photos and videos that are prominently displayed on the page. This offers marketers the opportunity to create and display sharp-looking calls-to-action for their business page’s followers as well as a great opportunity to share your message visually. Since Google+ allows you to add images of any size as well, don’t just stick to small icons or hard-to-see graphics: upload bright, attractive images that will help pull viewers in and engage them. It will also encourage your followers to click-through to your website. 3. Add Your Blog Posts to Your PageWhile there isn’t a method for auto-publishing your business blog posts to Google+ yet, another important reason to be active on this network is to make sure that your posts are entering the ecosystem and getting an opportunity to earn comments, shares, and +1s on the site. These factors can all impact the search engine optimization of your site. Google loves to see positive interaction and engagement with content and a website, so evidence that people are enjoying the site and its content is extremely valuable. It’s a great way to expand your network and reach while simultaneously enabling better organic search results for your website. People who find your blog posts in organic search results can now see how many +1 votes it has received as well as the names and faces of any friends/connections who have personally given it a vote, which is a tremendous vote of confidence for each article. You can see an example of what this looks like if you’re connected to the person below.4. Find Inspiration for Your Next Email Marketing MessageThe best advice for what you should be producing and sharing with your network often comes when you ask people what they’re looking for. You may never know what people need if you don’t ask. Use your Google+ page followers as a focus group to determine if there’s any content you’re missing or if they’d like to learn more about a specific topic. Build their requests into your next email send, and make sure you share the web version of your email on Google+ so your followers can see it right away on the network. It’s another opportunity for people to engage with you and your brand, and they’ll appreciate you even more if you incorporate their feedback and requests into your content production. 5. Promote Your Best Offers to Generate LeadsDon’t forget to share your content offers, landing pages, and other offers on your page. While you don’t want to overdo it with self-promotion (nobody likes someone who only talks about themselves, after all), you should still tell people about your offers and what value they have. Promoting a new ebook or whitepaper that users can download from your site on a landing page is a great way to turn Google+ followers into business leads. Include a picture of the cover or an image from the offer as well in your post to entice followers to obtain your offer. Visually showing them what they’ll get is a great way to increase conversion rates.Are you making the most out of your Google+ business page? In what other ways are you leveraging the new social network? Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Social Mediacenter_img Originally published Dec 14, 2011 9:00:00 AM, updated October 01 2013 Topics:last_img read more

  • 12 Realistic Ways to Make Your Social Media Data Actionable

    first_imgSocial media continues to rain data onto the market. Tools like Facebook Insights, Google Analytics, and even us here at HubSpot help pump and process this data, but it’s often ignored as it surges into the office. , according to 83% of marketers indicate social media is important for their business Social data can help you refine the topics you choose for your best — through event hashtags. This will also help uncover which sessions and speakers are the hottest, and which need improvement next time around. and A Word on Social Data Social data can reveal the people in your audience who and 😉 5) Gauge brand sentiment. before – Does your audience respond better to, say, a more casual tone versus a more professional tone? – What ideas are you generating from user-generated content and interaction? – When’s the best time to post content to social media? customer service , but social reach social data you can get your hands on, because it allows you to tie your social media activities back to the results that matter to your CMO, your investors, your sales organization, and the rest of the team who is working on meeting your goals each month. Feedback Ooooh, time to go spying! Social networks need information and content to survive, so many companies publish everything in their social feeds. By watching your competitor’s profiles, you can get a sense of the content, products, and marketing campaigns they’re running. You can also see which types of content and campaigns get the best reception from their audience by monitoring Likes, shares, retweets, and comments, and use that information to improve your team’s strategy. We’ve actually written an entire ebook about social media competition with a section dedicated just to gaining competitive social media intelligence — 1) 1) Optimize your social media content. 8) Improve and triage customer service issues. Social Media Analytics And if you dig into the comments and questions from the content you’re posting, you may just find topics you’d never even thought of that address people’s pain points better than what’s currently in your batting order. Post Time . To make this really helpful, though, it’s important that you tie the data back to specific campaigns and content so you can establish what it is you’re doing that people love, and what grinds people’s gears. This is really useful data for a content team to use to shape their tone, when check it out if you want to learn more , and of course is a PR professional’s dream! creating your buyer personas Before we get to the list, let’s review what exactly social data is. Social data is the information you can glean from studying your social media activities. This could include things like: Social Media Examiner – Are your interactions generally positive or negative? Originally published Dec 19, 2012 9:00:00 AM, updated October 20 2016 targeted audiences via social media than invest a lot of your time or someone else’s on something meatier, like a whitepaper, before you even know the topic’s a good addition to your current content strategy. Leads Generated magic of closed-loop marketing Consider monitoring the language prospects use in social media to help your marketing team execute its social media content – You’d want to break it out by each social network, or even each update type Let’s say you’re working with a co-marketing partner to host a webinar, and you’re having trouble coming up with a topic that will blow it out of the water. Why not use social media — and hey, you could even target your updates on some networks, or go the paid route on others — to see which subject matters generate the most engagement? The most shares? Heck, you could even use polling mechanisms. It’s way better to test out ideas on either general Sentiment – Again, you’d want to break this out for each social network to understand social media channels’ impact on lead generation, conversions, sales, and actual revenue. You know, the things marketing and sales organizations are measured on. By comparing your efforts across channels, you can understand where best to focus your efforts each month to hit your goals, and where to abandon ship. This kind of social data is some of the As you can see, not all of this social data is just numbers, either. Social data is any data point you can glean from your social media usage. The key is not just collecting social data, but also applying it to your marketing strategy! Here’s how … It’s easy enough to check out the search volume on keywords, but how do you actually come up with the search terms you should be looking for? Where many SEO strategies fall short is in the keywords they target, because the person doing the research is an expert in their particular field. That means you get a bunch of keywords that, frankly, aren’t even how your audience thinks or would ever, ever phrase a search query. For instance, I might search for “conversion rate optimization,” while someone new to marketing might search for a longer tail phrase, like “how to improve conversion rates.” that makes all of this incredibly simple, too, if the idea of JohnONolan Referral Traffic . Post Frequency 4) Invest resources wisely. Tone Social monitoring tools can process data across networks to measure how often your brand is mentioned, and whether it’s mentioned in a positive or negative light. Or if you don’t neet to quantify social media sentiment to this extent, you can simple gauge sentiment through a PPC keyword research. Heck, you can even use it to improve your writing, adjusting your tone to speak like your audience speaks. . Social networks provide a wealth of data you can use to segment your audience to improve targeting and personalization. For example, you can use activity data to keep customers who have recently engaged with your brand in a social network in a separate segment for special treatment. You can maintain a segment for followers who have shared your content in the past to make sure they receive calls-to-action to share your latest material. We actually have a new feature in HubSpot called that What social media data are you collecting? How are the insights helping you actively shape your marketing strategy? – How much social media content is too 2) Improve your overall content strategy. Your sales organization needs as much information as you can get your hands on to personalize their approaches, and frankly, just to make them generally better at sales. – Things like retweets, Likes, or comments 7) Improve products and services. – How large is your bad) assessments of new features as they’re rolling out. For example, one of Lady Gaga’s products (or services, I suppose) is her concerts — and her team uses social media to make her set lists! Before the show, her team looks at data from Spotify to identify the most popular songs in the concert’s region, and they make sure to include them on the set list. Brilliant! 37% say a lack of user data is a major challenge Data shows The most obvious application of social data is to improve your social content strategy. Reviewing your data can reveal the best and worst options for a variety of variables, including: Even though , you could even create an email list that automatically identifies those influencers based on how many times they’ve clicked on your content or how many followers they have. Building a relationship with the movers and shakers in your market can help you score mentions and endorsements from these power brokers, which will help your brand’s clout and social reach in the process. strategy, and it can also apply to every other aspect of your content strategy. And, of course, there’s much more to a content strategy than social media updates. For instance, have you thought about using social media as a testing ground for content ideas before you invest resources in their development? Here’s a use case for you. have large followings in social media. Once you find these influencers, set a plan in place to reach out and engage with them to build a relationship. If you have a in both marketing . These days they do, anyway. You can track your audience’s mentions and feedback during an event — or even figure out what local events you should be going to much? Too little? Does increasing your frequency affect your follower churn or engagement? Does it help you generate more leads? This concept of receiving product and service feedback can be similarly extended to a Customers are not shy about the products or services they love and hate. Especially the ones they hate. They will give you this feedback in social media, and product marketers can use it to get critical, unfiltered (which can be good setting. Social media is a notorious soapbox for upset customers — from legitimate complaints to straight up cursing, you can certainly glean a lot from reviewing social media customer service interactions. But you can also monitor this on an ongoing basis to try to address needs and problems outside of your industry bubble. Compile data about how your audience refers to your product, service, brand, competitors, and industry in general. All of this is rich information for your SEO – Which content formats perform better on which channels? centralized marketing database or ? What’s the rate of growth? What’s your fan/follower churn rate? 12) Close more sales. how to use Twitter to prospect Context is everything With that said, here are 12 ways you can take advantage of all that social data you’re collecting — whether you’re conscious of collecting it or not. Social Contacts is as appealing to you as it is to me. 6) Identify influencers. Reach Growth hashtags merging your top-of-the-funnel marketing and middle-of-the-funnel marketing 3) Improve keyword research. mention your brand, product, or service, and 11) Track event impact. Great events spark conversation. Great events also usually have , they continue to struggle to measure ROI and use social data to improve their strategies. I mean, what are the actionable takeaways from all this data we’re collecting? Below, we list 12 ways you can use social data to improve your marketing. This list will help you master these resources and use them to keep your strategy afloat.  and Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack 9) Monitor the competition. community manager sales these days. Culling social data yourself, or empowering your sales team to both prospect and create richer profiles of their current leads based on their social profiles, can help advance leads further down the sales funnel. For example, one might engage a lead about a particular product or topic having seen the person Like, comment on, or share related material. Or perhaps you can leverage common LinkedIn connections to get an introduction to a prospect who might be perfect for your product or service. Even something as simple as the last tweet a person sent about your brand can help a salesperson speak in terms the lead will hear. If you’re interested in learning more about this concept, check out a recent blog post about Format right now Social media marketing used to be a big ol’ question mark in terms of ROI, but today companies can use the Engagement Identify your best performing posts and your worst performing posts. By monitoring data around post engagement, sharing, comments, and clickthrough rates, you’ll be able to learn whether the way you’re communicating with your networks is the best it can be. 10) Improve segmentation. search engine strategy Image credit: 84% of B2B marketers segment their email campaigns they get out of hand. Set up monitoring alerts around parts of your product, service, or brand to help get ahead of possible functionality problems. That way, you can alert your engineers, developers, or IT if you see an inordinate increase in problems around a certain term for which you’re monitoring, so they can get on a fix before more people run into the snafu. Topics: 12 Ways to Leverage Social Media Intelligence 2)last_img read more

  • The Anatomy of a Perfectly Search Engine Optimized Web Page [INFOGRAPHIC]

    first_img Originally published Aug 12, 2013 11:00:00 AM, updated February 01 2017 Topics: SEO can be tricky. You’re optimizing your pages to be surfaced by robots, yet at the same time they must be engaging to humans. You also encounter constantly changing algorithms which means that some elements of your SEO strategy might be great one day … and then completely irrelevant (or even detrimental) the next.In short, there’s a lot to keep in mind.Lucky for us, our friends at Moz created an infographic that will make the world of on-page SEO a little less overwhelming — and we couldn’t help but share it with you. To make sure you’re hitting all the most important SEO points on your web page, refer to the infographic below. (May I even suggest you print it out? Or for the most digitally-minded, a bookmark would do, too!)(Click infographic to enlarge.) What tips do you have for making sure each element on your site is SEO friendly? Share your advice with us in the comments!Image credit: JD Hancockcenter_img On-page SEO Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more

  • A 3-Step Guide to Performing Prospect Research (Before You Pick Up the Phone)

    first_img Topics: Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Passing Leads to Sales What’s the difference between a poor first-time connect and a successful one? One word: context.Researching potential prospects before you first email or call them can make a world of difference between a deal or a bust. By understanding the background of a company and the person you’re trying to speak to, you can better frame a conversation.And just like no two prospects are the same, no two prospects’ interactions with you should be the same. It’s important Sales take the time to collect information and then create more tailored experience from first touch. By creating relevancy, you’re much more likely to engage a prospect and have a positive, meaningful conversation.Download 37 Tips for Social Selling on LinkedInBut we also know that time is precious. While there’s a lot to gather from your research, ultimately it’s important to train yourself to spend no more than around five minutes researching potential prospects. With practice, you can start to develop a sixth sense for knowing what to look for — here’s a guide to start you off.Step 1: Learn About the CompanyVisit the company website. Make note of its mission and vision. At the end of the day, this company wants to be great at what it does, and if you can identify how your products or services can help it achieve its vision, you can paint a more meaningful picture for your prospect.Some basic information you should quickly gauge include:Company SizeNumber of EmployeesProduct or Service OfferingsTypical Sale SizeYou should also do some more in-depth sleuthing that gives context to that information. Search for any recent third-party publications mentioning the prospective company — is an industry blog talking about struggles that company is facing, or something the company is doing really well? Who are its competitors? Does this company have its own blog? Do they use social media channels such as Twitter, Facebook, or LinkedIn? What are they talking about there? Has the company just published a post about a new product they’ve released, or about an event they were a part of? Knowing this type of information can add relevancy when you reach out to start a conversation, and allow you to send relevant information their way.If you’re looking to learn more about how Sales can use social media to close business, check out this free ebook. (Bonus Tip: What is the company tweeting about? Does it seem to be trying to push one or two types of content — maybe ebooks for a specific product or service, or a thought leadership piece? You might be able to discern some top priorities based on what’s being communicated in their own lead generation content.)Step 2: Do a Background CheckIt’s incredibly important not only that you reach out to the right company, but also to the right person at that company. Are you talking to an influencer, a decision-maker, or someone who has no reason to ever talk to you about your product or service? For example, HubSpot sells software for marketers — so reaching out to someone on the R&D team of a company would result in either no connection, or a much longer sales process as they forward a representative onto someone else.First, look at the company website’s “About” and “Contact” pages. Does it list bios of employees? Do they have contact information for certain areas, such as “please contact [email protected] for all marketing inquiries”? LinkedIn should also become your best friend. Do some digging around people listing your company of interest as their employer. Look for information such as recent job changes, their job function, and their education. What’s their role? How long have they been at the current company? Someone who has only recently started may not have enough context about the company’s needs or may have less influence in the decision-making process. Build a persona in your head of who this person is, and think over how you’d address him or her if you were face to face. Step 3: Hypothesize Pain PointsTry to find out what a company is doing to address their problems relevant to your product or service offerings, already.If you’re selling an inbound marketing platform like HubSpot, for instance, you’d look at how a company is currently trying to drive traffic to its website. Perhaps the company’s using banner ads and paid search, which can be costly. Your “in” here would be to bring up these points in the initial conversation – “I noticed that you’ve been using paid advertising. How well has this been working? Have you been able to hit your traffic goals? Why, or why not?”.The information gleaned before even reaching out can turn you from a salesperson into a consultant. Instead of talking at a prospect, you’re starting a problem-solving process that you both have a stake in.Since you’ve already narrowed down your list of potential people to reach out to, you should also look at these people’s personal channels. What are they tweeting about? Are they part of a special-interest group on LinkedIn? It’s all about relevancy — build an idea of who this person is, and what that person’s pain points are within the context of their company’s goals, before you reach out to them.Remember, Don’t Judge a Book By Its CoverMethodology for pre-qualifying prospects differs from salesperson to salesperson, but one important rule of thumb is to never rule out a prospect if you can come up with even one reason they might buy your product. As you research, hypothesize different scenarios a potential prospect might be facing so you can be prepared to address it. Is there any reason they wouldn’t buy your product or service? Is there any reason they couldn’t be a potential customer?There are some cases where, as someone familiar with your industry, you just know a prospect is not workable. Other times, you can prioritize prospects based on likeliness of converting them into a customer. Assign them with a high/medium/low value and organize your time accordingly. Go with your gut on these, but err on the side of caution — it’s better to send an email and make a call and not have anything come of it than lose a good opportunity. Most of the time you simply cannot know what is going on in a prospect’s head, and the only way to find out is to get him or her on the phone and ask them.In short — don’t judge a book by its cover, but make sure to read and analyze what’s right in front of you, too. Knowing as much as you can about a potential prospect before you reach out can save you time and energy by reaching out to the right prospect, with the right message that is tailored to them, at the right time. We are living in the age of context, and using relevant information to create a unique experience for each prospect will yield a more fruitful start to the sales process.What are some pre-connect researching tips you have when prospecting?Image credit: Rev Dan Catt Originally published Aug 6, 2013 12:30:00 PM, updated August 26 2017last_img read more

  • The Marketer’s Guide to Getting Started With Content Personalization

    first_img Topics: Content personalization has been a hot topic for marketers over the last few years. As Big Data gets bigger, so does the level to which marketers can personalize content. At the same time, consumers have grown to expect getting the answers they seek instantly from their smartphone, tablet, and computer — not just generic answers, but specific, tailored ones. Plugging in a person’s name in an email salutation isn’t enough anymore.Netflix and Amazon are notable brands that have mastered real content personalization. Their custom-built recommendation engines are uncannily accurate. This type of application has undoubtedly led to the creation of thousands, if not millions, of long-term, happy customers. Fortunately, marketers don’t need to build their own personalization technology. It’s built into many of the applications they use today. But for marketers just getting started with content personalization, it can seem overwhelming. There’s so much data that can be used and so many factors to consider. Fear not — below, I’ll break down all of the parts and pieces marketers should consider when creating and launching impactful, tailored marketing that consumers love.There are four major considerations for planning and mapping a personalized inbound marketing experience.1) Channel-Based PersonalizationOn-PageThe Amazon and Netflix examples above represent this channel. Both of these brands provide tailored experiences in real time on their websites. They do this in a dynamic way by examining past behaviors and attributes and concluding which content would be most relevant to deliver. Marketers can use this same strategy to deliver the most prudent calls-to-action and on-page content.There are static ways to deliver a personalized experience on a page, too. If someone converts on a landing page, the following confirmation page could include another offer that is highly aligned or relevant to the one just converted on.Social MediaSocial media is a vastly underutilized mechanism for delivering personalized content. This channel can be tricky because if the content is not personalized enough due to automation, the user will know it and the brand will look spammy. However, with enough profile data, a customized social interaction at the right time can be a powerful marketing tool, and tools like HubSpot’s Social Inbox can be extremely helpful in personalizing responses and delivering real social ROI.EmailEmail is likely the best known and most utilized channel for delivering tailored content. But many marketers tend to overdo the personalization in emails. Don’t fall into this trap. List segmentation and subtle personalization are email best practices. Here are some great examples of email personalization in action.MobileThere is still a lot of innovation happening within this channel. Services and delivery departments are finding text messaging to be an efficient and effective means to deliver personalized content. Many businesses are using dynamic content to create a more personalized mobile website experience. Mobile apps are also a great way to distribute custom content. Apps like Flipboard, for example, have mastered this.2) Persona-Based PersonalizationAttributes and BehaviorsThe level of sophistication in persona development can vary widely across companies. Regardless of the level of sophistication, traditionally developed offline personas need to be redefined using known online attributes and behaviors. These attributes are typically acquired via online form submissions — examples might include revenue, number of employees, industry, etc.Progressive profiling large numbers of attributes can help marketers develop very robust persona profiles, too. The more information gathered, the more granular the personalization can be.As far as behaviors go, it’s important to keep track of the digital body language of website visitors. This information helps in determining which content is most desired and assists in identifying which content and channels likely nurtured leads to customers.All of this information will help in persona development, too. It’s also a way to measure the effectiveness of personalized content.3) Buyer Journey The buyer journey can be defined in many different ways. Below is just one representation. Customizing content across all channels based on a person’s position in the marketing and sales funnel is a critical consideration. When executed properly, it can accelerate the buyer’s journey and delight the consumer.Website VisitorSubscriber Lead Marketing Qualified Lead Sales Qualified Lead Opportunity Customer Former Customer Current and former customers should be provided a different digital experience than a first time visitor or lead. Marrying the stage in the buyer journey with the defined persona to deliver personalized content is a powerful way to deploy marketing that people love.4) DeviceA marketer can get every other aspect of personalization right, but completely miss the mark if the content is not optimized for the correct device. For example, flash video can’t be viewed on an iPad or iPhone. Also, mobile-only websites offer a poor user experience when engaged from a computerThe best solution for delivering a personalized inbound marketing experience regardless of device is responsive design. The device a person chooses to use is an extension of them, and thus, personal. Responsive design ensures content is properly tailored for the consumer.Today’s consumers don’t want a personalized experience, they demand it. Planning for the above can go a long way in helping quench this demand. It’s no longer about delivering content to the masses; it’s about delivering content with context that delights. The brands that get this right today will be the future Fortune 1000 companies of tomorrow. This is a guest post by Chad Pollitt. Chad is a decorated veteran of Operation Iraqi Freedom and former army commander; a member of a Forbes Top 100 List, and the director of marketing at DigitalRelevance. His articles have been published in dozens of newspapers, magazines, and websites throughout the world. Image credit: marinedelcastell Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Personalization in Marketing Originally published Sep 12, 2013 6:00:00 PM, updated February 01 2017last_img read more