Tag: 上海狼族休闲

  • Takeaways: A’s rising to occasion in crucial stretch

    first_imgOAKLAND — It would be an understatement to say the A’s have struggled to finish games off against the Houston Astros this season.Before this series at the Coliseum began, the A’s had gone 2-5 vs. the Astros in 2019 in games decided by two runs or less. Overall, Oakland had just two wins in 11 games against the two-time defending American League West champions..Times have changed, as the A’s picked up their second straight one-run victory over Houston, this one courtesy of Robbie Grossman’s …last_img read more

  • Jenkins wins sixth Fish Marathon title

    first_img“I’m absolutely over the moon,” said Eray. “Daniel won the Fish when I was in matric, so to now win the race myself all these years later and take over from him is amazing. Olympic bronze medalist Brigitte Hartley, together with Nick and Paul Burden completed the event successfully together in a K3, while former Springbok captain Corne Krige completed his support of local schools when he crossed the line with race organiser Pieter Marais and Krige’s good friend Billy van Zyl. MenLen Jenkins 5:01.41Hank McGregor 5:01.41Grant van der Walt 5:02.12Greg Louw 5:08.07Lance Kime 5:09.40Cam Schoeman 5:10.27Jacques Theron 5:10.52Brandon van der Walt 5:15.11Ant Stott 5:15.19Thulani Mbanjwa 5:16.28 Jenkins, dubbed the “Fisher King” for his uncanny dominance in the race for more than a decade, was full of praise for his adversaries after seizing control of the race in the closing stages when McGregor was slowed by waves in the Golf Course Rapids. ‘A good race’“I’d definitely rank my first win in 2001 as the most memorable, but it’s still great to have one and it was nice to have a good race against Hank (McGregor),” said Jenkins afterwards. It was a fitting victory as Eray emulated the late Daniel Conradie, who mentored her in her early years as a paddler. “I tried not to do too much work today. With Grant just behind us, obviously he was always going to do his best to catch us and I could’ve tried to fight it, but I decided to take it easy instead and it paid off for me in the end,” he explained. “It used to be faster shooting from left to right, but since they removed the sandbank it’s actually quicker the other way around now, and so I made sure I was on the outside which gave me the chance to get going again first,” said Jenkins. Shot the weirJenkins and McGregor shot the major obstacle in the most unconventional manner when the two of them went over the weir at precisely the same time and remarkably both boats and paddlers paddled on unscathed, with Van der Walt left 20 metres off the pace. “Fortunately, I still had enough of a buffer to portage Cradock and I’m super stoked to have won,” she concluded. RESULTS Van der Walt had to settle for the third step on the podium, finishing 50 metres behind the leaders after a monumental effort on the second stage. Second and thirdKime claimed the silver medal, with her team Best 4 Kayak Centre team mate Abby Adie claiming bronze. “The Sella and the Fish were the last two races he won before he passed away in 1998, and I won the Sella earlier this year and now this just incredible,” she explained. “It was a good race, though. It was close the whole way and was anyone’s race all the way up until Cradock Weir,” he added. Fourth placeLocal hero Greg Louw powered his way into fourth place ahead of Lance Kime and Cam Schoeman. “It was a different win. It was a really strong field this year and there were a lot of good guys here. Hank and Grant (van der Walt) are fantastic athletes, so it was tough. “There were six world champs in their various categories out there this year and only three of them finished ahead of me, so I’m very chuffed,” he smiled. Having started the day together, the pair was caught by Van der Walt between Long Acre Bridge and Gauging Weir, and the three then made their way towards the notorious Cradock Weir. After a titanic battle with Hank McGregor, Len Jenkins raced to a sixth victory in succession in the Hansa Fish River Canoe Marathon on the weekend and with it claimed the 2012 South African K1 River title. SAinfo reportercenter_img Overcame injuryThe win was even sweeter for Eray after the former Olympian was forced out of action by a debilitating wrist injury for much of 2011. This year’s event was her first major race, other than her efforts at the recent World Marathon Championships in Rome, since August last year. Ladies’ raceThe overnight leader in the ladies’ race, Michele Eray, enjoyed a career highlight when she crossed the line ahead of former champion Robyn Kime to become the first Eastern Cape paddler to win the K1 title in 15 years. “I didn’t quite realise Cam was that strong and Lance was just impossible to shake off,” said Louw. “Cam had an unfortunate swim at Gauging Weir, though, and I went over Cradock Weir ahead of Lance, and from there I just put my head down and managed to get clear. “Today was meant to be easier with it being shorter, but I actually felt worse than I did yesterday. I just tried to keep it at 90 percent throughout the day and a group of guys caught me early on, so I stayed with them until my swim at Gauging Weir.” “I also didn’t swim today, which helps things and which doesn’t happen often for me. McGregor, however, was not done and put in a superb interval to catch and pace the defending champion. A rare mistake through Golf Course Rapid by McGregor gave Jenkins the gap he needed and through he went. “I felt a little stronger today than yesterday, but Mich (Eray) was just too good,” said Kime. “It was a great race, though, and as always it was lots of fun. “Obviously I haven’t exactly had the most ideal preparation for this race, with not much time to train, so I just had to go with what I knew,” said Eray. Jenna Ward had a superb two days as she came home in fourth place, with ICF World Marathon Series champion Hilary Pitchford rounding out the top five. Jenkins and McGregor had been neck and neck for the majority of the two-day, 82 kilometre event and for the first time in decades it came down to an end sprint to separate the pair, with Jenkins edging ahead of McGregor just meters from the finish line. “I couldn’t see Mich by the time I got to Cradock, so decided just to go for it and it was great to make it cleanly,” she added. Age group titlesGrant van der Walt claimed the men’s under-23 title ahead of Lance Kime and van der Walt’s younger brother Brandon, while it was Robyn Kime, Abby Adie and Jenna Ward who claimed first, second and third in the women’s under-23 section. International paddlers figured prominently once again, with Australian Josh Kippen finishing 16th, just behind Czech Republic star Jakub Adam, who has committed five months to prepare for The Unlimited Dusi in February with his K2 partner Michael Odvarko, who finished 19th. ‘Stopper waves’“After Len got away at Cradock, I managed to catch and pass him after a kilometre, but then I just hit a couple of stopper waves at the bottom, which really slowed me down and I just couldn’t get past again,” said McGregor. “Full credit to him, though. He’s a phenomenal paddler, especially on the Fish River, and deserved the win. He timed it right and it all worked out for him. In the hotly contested junior boys category it was KZN’s Murray Starr who claimed the top spoils ahead of under-16 paddler Louis Hattingh and Murray Haw. The junior girls’ race was just as tight with Jordan Peek winning ahead of Kerry Segal and Kerry Shuter. WomenMichele Eray 5:39.58Robyn Kime 5:42.39Abby Adie 5:47.08Jenna Ward 5:58.09Hilary Pitchford 6:01.39Jordan Peek 6:09.06Kerry Segal 6:09.39Kerry Louw 6:11.39Kerry Shuter 6:12.23Brittany Petersen 6:15.52 9 October 2012 Would you like to use this article in your publication or on your website? See: Using SAinfo materiallast_img read more

  • South African entrepreneurs: tips to grow your business

    first_imgShoprite’s mobile soup kitchens help feed vulnerable South Africans across the country every day. (Image: Shoprite)A South African supermarket group is helping feed thousands of hungry people every day by donating unsold food to relief organisations.The Shoprite Group – which runs Shoprite and Checkers stores across the country – has a no-waste policy. Instead, surplus food is donated to Foodbank South Africa, which in turn distributes the food to hundreds of non-profit organisations, collectively feeding thousands of hungry people every day.In 2015 alone, the supermarkets donated close to R100-million worth of surplus food to organisations in need.Shoprite also directly services vulnerable communities across South Africa every day with its fleet of 19 mobile soup kitchens. Since they took to the road in February 2007, the kitchens have served over 27-million meals.Acting for changeThis winter, the supermarket group’s customers can also play their part to fight hunger by simply donating R5 or more to the #ActForChange Fund at any till-point in stores across the country. The funds go towards the work of FoodBank South Africa.“It costs FoodBank South Africa R1.08 to provide enough food for one meal, so a donation of R5 will allow us to provide nearly five meals,” said Kate Hamilton, fund development manager at Foodbank South Africa.“Considering that more than 13.8-million South Africans go hungry every day, we have a collective responsibility to work towards ending hunger in our country – and every little donation helps.”The #ActForChange Fund was launched in March this year after customers asked to be part of efforts making a difference in communities affected by the ongoing drought gripping the country.Customers have since donated well over R200 000 to the fund, which hopes to raise even more through winter.On Mandela Day this year, FoodBank South Africa will be holding a meal and hamper packing day in Cape Town, Durban and Johannesburg. The events will happen in 67-minute slots from 9 am to 3 pm on 18 July 2016.Check out Foodbank South Africa’s website on www.foodbanksa.org on how your donation will be used to make a difference.last_img read more

  • Wikiriver: One Stop Shop For All Wikileaks Coverage

    first_imgThe Wikileaks story has just begun, with just over one half of one percent of all the diplomatic cables in the organization’s possession having been posted online. Already, a steady flow of scandal and questionable secrets has been unveiled – but it’s quickly become too overwhelming for most of us to follow. Where can we find the best coverage from the journalists that are focusing on summarizing all this information? This week blogging and syndication trailblazer Dave Winer has launched a simple but invaluable service that centralizes all the coverage from all the major media outlets analyzing the Wikileaks cables. Called Wikiriver, the project is a great example of RSS and OPML put in service of our collective interests. Want to catch up with the list of important stories unearthed so far? Check out the Guardian’s day-by-day summary; I found it on Wikiriver. Top Reasons to Go With Managed WordPress Hosting Related Posts marshall kirkpatrick Tags:#international#web 8 Best WordPress Hosting Solutions on the Market Why Tech Companies Need Simpler Terms of Servic… If you’d rather subscribe to these feeds in a feed reader of your choice, Winer has bundled them all together in an OPML file you can download and then import.What’s your favorite Wikileak so far? I think mine is the one that talks about how the FBI is helping the Chilean government spy on indigenous activists, in part because the Chileans want to learn from the US’s treatment of Native Americans. Incredible! It’s a tough call though. The one about how the US government seeks material to use in blackmailing climate change negotiators who want tighter emissions controls than the US representatives want is a classic one too!The fun should continue for a good long time and Wikiriver looks like a good place to keep up with it. A Web Developer’s New Best Friend is the AI Wai…last_img read more

  • My 2nd Commandment: Don’t Give Anything Away!

    first_imgIn my last blog, I proposed that when building green we follow a variation of the 2,400-year-old Hippocratic Oath, Primum non nocere (“Above all else, do no harm”), as our 1st Commandment. I reinterpreted that oath from a business perspective as “Above all else, do not leave any money on the table building green.” Like a good doctor, I believe that before we can make things better, we have to agree not to make things worse. And if we are going to start out losing money when building green, we will definitely be making things worse. In fact, we owe it to ourselves, our employees, our families, our larger community, and yes, our customers to make sure we are profitable building green.Since I am writing in the company of Hippocrates, why not go for the gold and rub elbows with Moses? Thus, I propose that you incorporate the following 2nd Commandment into your best green-building business practices as well. Did you catch that? This and subsequent commandments are designed to help you build a strong, durable, high-performance, low-maintenance, healthy, efficient green-building business. And to do that we need to discuss some critical business fundamentals that will support our businesses in good times and bad. Other Blogs in this Series Without further ado, my 2nd Commandment is “Don’t give anything away.” This may of course be kind of tricky for someone new to green building, because in many cases we are willing to consider giving everything away just in order to… get the job, install our first solar panel, build our first LEED home, drill our first geothermal well, our first whatever makes us forget about what really needs to come first: the bottom line.Now, I can hear you heating up your keyboards already, but hear me out. I am writing for the bell curve. That is, I am writing for the majority of situations, not the minority. Yes, there are exceptions to giving items away, and yes, I have made them myself in the past and will likely make them again in the future. Some exceptions I’ve made have paid off; others haven’t. However, what made the difference between those that did and those that didn’t was making sure I made a cold, hard, and frank assessment of my motivations, the potential rewards, and the expected costs. AND I ran those motivations, rewards, and costs past someone else as knowledgeable about the issues but not as emotionally involved as I was.Here are some good and not-so-good discounting exceptions to consider:Good: discounting when the project is sufficiently green that you can guarantee local media coverage. If the trade-off doesn’t cost you anything out-of-pocket and is in fact only the opportunity cost of forgoing the profit, and you believe the result will make the project attractive enough for positive media coverage, then go for it!Not so good: discounting anything because the client says if you give him the discount, he will give you more work to do at another property he owns or at his kid’s home, pass your name on to a friend, or have you remodel another part of the home next year. Won’t happen! Tell him next year, when that work comes through, that you will pass the discount on to him at that time. Period. End of story.Good: discounting when the client makes his home available for open-house tours where you get to invite the attendees, manage the agenda, and pass out literature. Just because a client offers to have a dinner party may not be enough. You should host the party to ensure you can manage your message.Not so good: discounting anything when the client offers to have an open house where he invites his friends, but you do not get to speak, invite your client list, or pass out materials about your company. See above.Of course, I would love to hear about exceptions you have made—how they have worked and how they have bombed. But for me, the Bottom Line remains the bottom line: Discounting should be the exception, not the rule. You need to be honest with yourself about what the return will be, and the return needs to be tangible!Next blog? The 3rd Commandment: Change orders are a sign of weakness! My 1st CommandmentMy 2nd CommandmentMy 3rd CommandmentMy 4th CommandmentMy 5th CommandmentMy 6th CommandmentMy 7th Commandmentlast_img read more

  • Employers: IRS Info Request on Your ACA Health Coverage Reporting May Be Coming

    first_imgThe IRS is sending information request Letter 5699 to Applicable Large Employers (ALEs) seeking information on why they are not current with their employee health coverage information reporting.  Employers can view these as reminders. They should act promptly to avoid penalties.ALEs Use Form 1095-C to Report Employee Health CoverageThe Affordable Care Act (ACA) requires ALEs to annually report to the IRS and furnish to employees information regarding any offer or failure to offer minimum essential health coverage to any full-time employee for the year.  ALEs must file Form 1095-C, Employer-Provided Health Insurance Offer and Coverage, and Form 1094—C, Transmittal of Employer-Provided Health Insurance Offer and Coverage Information Return with the IRS for each full-time employee.  ALEs must also furnish statements to their full-time employees relating to health coverage.  Employers with 50 or more full-time employees are generally treated as ALEs.Employers Receiving Letter 5699 Need to RespondIf the IRS does not receive information returns from a taxpayer it believes to be an ALE, it will send the employer Letter 5699, Request for Employer Reporting of Offers of Health Insurance Coverage. The letter asks the employer to confirm its name, EIN, ALE status, and date of any filing. The employer is invited to explain why it has not filed the required returns and any actions it plans to take.Penalties May Be ImposedIf the employer fails to respond or address the IRS’s reporting concerns, it risks being subject to a late or inaccurate reporting penalty. The maximum penalty amount in the case of intentional disregard is $520 per return for 2016 (inflation adjusted to $530 for 2017 and 2018), with no penalty cap for the employer.  The employer can look for a penalty assessment Letter 5005-A / Form 886A.  Good faith transition relief generally applies, and in any case early cooperation helps to minimize penalties.2018 Return DeadlinesThe deadlines for filing 2018 returns with the IRS are February 28, 2019, for paper filers, and April 1, 2019, for electronic filers. The deadline for furnishing this information to employees was extended from January 31 to March 4, 2019.By James Solheim, J.D.Login to read more on CCHAnswerConnect.Not a subscriber? Sign up for a free trial or contact us for a representative.last_img read more

  • Small step, giant leap

    first_imgThree cheers. Hip hip Hooray!!!! Finally Indians have come to their senses; we as a nation have matured and are keen to put behind the bitterness of the past and march into the future with confidence.Really? On the surface, it would appear so considering the muted response to the Ayodhya verdict. Barring the likes of Maulana Mulayam, the political class has reacted with remarkable restraint.Even the rabble-rousers in the Sangh Parivar seem to have discovered a stroke of common sense. Instead of celebrating the victory of faith, constituents of the Parivar showed grace and in refraining from declaring the verdict a victory for Hindutva.But has the Parivar really shifted stance? Or is it a tactical retreat in preparation for a strategic move? In the coming weeks, all frontal organisations of the Parivar will hold small closed door meetings in various parts of the country.They will raise a quiet toast to celebrate the fact that Lord Ram has finally got a certificate attesting his place of birth, from the judiciary no less. They will then approach other cultural, social and religious leaders from other communities to prevail upon Muslims to see reason in the verdict. Sangh leaders have advised the BJP to desist from turning the verdict into a subject of political discourse.The idea is to retrieve RSS’s image of being a disciplined organisation, which seemed lost forever. During the late 80s and early 90s, the Ram Mandir movement was massively endorsed by both the rural and urban middle and elitist class. Despite the shameful destruction of the Babri Masjid on December 6, 1992, the BJP won 161 seats in the Lok Sabha elections four years later and India got its first swayamsewak prime minister in Atal Bihari Vajpayee.advertisementBut 2010 is not 1996 and those who rooted for the BJP then are its most trenchant critics now. Since being voted out of power in 2004, the BJP has been on a rapid downhill slide. The verdict affords the party the chance to claw its way back but nobody is in a hurry to hop on to the nearest parked rath and rabblerouse his way across the country. At least not now.It is BJP President Nitin Gadkari’s firm belief that the issue must be revived but in a manner that is in sync with the Hindu psyche which wants Ram lalla but unaccompanied by death and destruction. Gadkari’s move is strategic. He and his team would mount indirect pressure for the handing over the site to the Hindus but has sent feelers to government emissaries that the party would support any government move which paves for the construction of a Mandir and a Masjid nearby.Nitin Gadkari His expectation is that the government would float the idea of a trust on the pattern of Somnath Temple. PV Narsimha Rao, who fiddled while the Masjid was razed had announced a Rs 100 crore grant for rebuilding the Mosque but didn’t find any takers from the Muslim community.Gadkari feels it’s a win-win situation for his party. His assessment is that even if the Congress takes initiatives to settle the issue, it will be his party that reaps the political dividends.Already, Muslim MPs of Congress cutting across age, gender and region have backed the Court verdict. And Digvijay Singh, the self appointed keeper of minority faith in the Congress has said the Ayodhya verdict should form the basis of a negotiated settlement. All this serves Gadkari well. That’s why he has extended his new “all-in-good time” policy to Bihar where elections begin later this month.When Nitish Kumar said neither Narendra Modi nor Varun Gandhi were welcome to campaign in Bihar, Gadkari shot back that it was the BJP’s prerogative to decide its campaigners.The same Gadkari has had a change of heart and asked the two to stay at home, though to ensure that Modi is not rufled, he may ask other BJP chief ministers to stay away from Bihar.The campaign will thus be spearheaded by central leaders, many of whom are not known for their ideological commitment to the cause and are merely part of the party’s Urban Social Alliance (USA) whose chattering sessions are mostly about corporate battles and the politics of sport.By keeping Modi and Varun out, Gadkari wants to give voters a chance to choose between Laloo and Nitish and not have them get caught in a Mandir- Masjid spat. The mantra, for now is Live and Let Live. We will wait for the results from Bihar to see if they sing a different tune in future.advertisement—————————Save elections from the evil of envelope journalism”News”, Lord Northcliffe once said “is what something somebody somewhere wants to suppress. All the rest is advertisement”. The good Lord had obviously not heard of the phenomenon of “paid news” which rocked the Indian media during the last Lok Sabha elections when it became known that many media organisations, including some of the largest publications and TV channels, had disguised paid advertisements as news and passed them off as objective reports to unsuspecting readers and TV viewers.If the EC has its way, a repeat is unlikely during the keenly watched elections to the Bihar assembly later this month. For the fist time, the EC will be monitoring ” paid news” in the print and electronic media and has already sent to the Bihar chief electoral officer the revised formats in which candidates are expected to file daily reports of their expenditure including money spent on advertising and other forms of marketing.The “paid news” issue cropped up last year when it became clear that many candidates resorted to paying off journalists/ newspapers under the table to circumvent an Election Commission rule that puts a cap on a candidate’s expenditure.A media watcher had authoritatively stated then that newspapers had different rate cards for varying types of coverage – interviews, rallies and a higher tariff to trash opponents.The most blatant of them was the Maharashtra chief minister Ashok Chavan. His reported spend on advertsing was a paltry Rs 5000, while stories that hailed him as God’s gift to Maharashtra appeared for days together in newspapers that are otherwise ideologically diametrically opposite.If these had been advertisements and Chavan had to pay for them, it would have cost him a fortune.The EC has taken a close look at the phenomenon of “paid news” and decreed that the cost of such news is included in the expenditure of the candidates. The Election Commission has also taken up the matter with all political parties and is currently collating precise data to ensure that the election process is not undermined by the menace of envelope journalism.last_img read more

  • French Open: King Rafael Nadal hails uncle Toni Nadal after 10th title

    first_imgRafael Nadal paid tribute to his uncle and coach Toni after winning a record-extending 10th French Open title on Sunday.”Thanks to my uncle, he’s been with me since I was three years old, we’ve been working a lot and without him I would not have these 10 trophies with me,” Nadal said at courtside after being handed the Musketeers Cup by two-time Roland Garros champion Roy Emerson.Toni Nadal is planning to step down as his nephew’s head coach at the end of the season.The 31-year-old Rafa hailed the French Open as the most special tournament for him.Since his debut in 2005, he has lost only two matches on the Parisian red clay and he bagged his 79th victory on Sunday by dismantling Swiss Stan Wawrinka 6-2, 6-3, 6-1 in a one-sided final.”I try my best in all events but the feeling I have here is impossible to describe,” the champion said on Court Philippe Chatrier.”For me the nerves, the adrenaline I feel when I play on this court is impossible to compare to any other feeling.”This is the most important event in my career. It is difficult to compare this tournament to any other one. It will always be in my heart.”Feeling your support is just unbelievable,” he told the crowd. “Thank you and see you next time.”Third seed Wawrinka, the 2015 champion who had won all his three previous grand slam finals, was gracious in defeat.”I would like to congratulate Rafa. Nothing to say about today,” he said at courtside.advertisement”You’re a big example, what you do tennis, in sport is unbelievable,” he told the Spaniard.last_img read more

  • 4 Advanced Targeting Techniques Every Facebook Advertiser Should Master

    first_imgNot everyone “Likes” the Facebook ads platform (pun intended). Its CTRs are lower than Google, it doesn’t convert as well, and it’s just, well … different. And if you’re not already using Facebook Ads (or you’ve tried in the past and failed), you may have noticed there’s not a whole ton of advice out there that helps to explain why Facebook ad campaigns flatline.Sure, there’s plenty of advice out there about well-designed ads with compelling images and finely crafted, well-written copy. But what if your campaign had all those things … and still tanked? What could’ve gone wrong?Most likely, it was your targeting.Free Lookbook: 50 Facebook Ad Examples That We Actually ClickedHow the Facebook Ad Platform DiffersMost PPC advertisers come from a Google AdWords background, which is very rooted in “intent based” keyword searches. If a person searches for “running shoes,” and I have the snappiest copy and the highest bid on “running shoes,” I win the click, and we go from there.But as a PPC ad platform, Facebook is fundamentally different.When we’re on Facebook, we’re not usually searching for anything specific, are we? Instead, we leave funny comments, tag photos of our friends, and share photos of cats and babies.But more importantly (at least for marketers), we’re Liking pages that reflect our personal interest in sports, music, movies, and celebrities. We’re also entering our zip codes, tagging people as family members, entering our workplaces, sharing our relationship statuses, and all sorts of other stuff that speaks to who we are as individuals.And on Facebook, the effectiveness of an ad isn’t determined by how well you target a one-off search, but rather how well you understand real human interests and how they relate to each other. Of course, images and copy still matter. But without proper targeting, even the best designed ad is doomed.In this article, we’ll explore four different advanced Facebook ad targeting techniques. This will focus solely on the targeting aspect of Facebook Ads and assumes that you already understand the basics of creating a Facebook ad campaign and can create compelling images at 100×72 pixels. With any luck, this article will help you wrap your mind around Facebook Ads in a whole new way, enabling you to send even more qualified prospects through your marketing funnel.A Few Quick Notes About Your Ad’s Landing PageWhen clicking through some of the ads on my Adboard while researching this article, I was surprised to see that companies like Universal Studios would run a well-designed ad like this:Only to send me straight to the Universal Studios Facebook Page:This is a huge missed opportunity, because I was psyched (pun intended here, too) about getting the DVD, but there was nowhere for me to convert.Lesson Number 1: If you’re going to run a Facebook ad campaign, you should at least set up and drive that traffic to a dedicated landing page where your visitors can convert. Check out this free introduction to landing pages ebook if you’re just getting started.Lesson Number 2: It’s also a wise move to use the same, or similar imagery when guiding clickers through the path to conversion. In other words, if you use one image in your ad, make sure that same image — or a variation of it — also appears on the landing page so visitors know they’re in the right place.In this second example, Verizon also does a reasonable job with its image and copy:But, again, they lose me as soon as I click through on the ad. Notice the lack of Droid RAZR information, which the entire advertisement was based on?This lack of consistent visual messaging along the click path is confusing and ends up costing more money than it’s worth. Not only are you missing out on sales, but you’re losing money every time someone clicks and doesn’t take an action.Lesson Number 3: Tell a consistent, visual story starting from the first ad click all the way through to the last point of conversion.Of all the ads I tested, True Value’s ad was the only one I think really nailed it. Go figure.This ad …Leads to this page …Even though the page itself is pretty simple, the entire process is crystal clear. The image that was used in the ad was modified for the landing page to include the call-to-action, “Click to print your coupon,” making the next step easy to grasp within a matter of seconds.And how did they know I’d print that coupon?Well … I’m 27, I’m married, I’m a male, I’m a father, and I’ve Liked the pages Saving Money, Super Coupon Lady, and DIYnetwork, among other things that would signal I’m a responsible adult living on a budget and Likes to take care of things around the house.Which leads me to first advanced targeting method …1) Facebook Ad Targeting by InterestsUsing the True Value ad above as an example, the “27, Married, Male …” targeting might work well enough. However, it’s still very broad in a lot of ways. Our first method — the “Interest Cloud Technique” — requires you to really get inside the head and shoes of the people you’re targeting.The goal is to create a cloud of all the potential interests of a person who might get excited by a trip to the hardware store, and then make sure there’s a convenient geographic location available to them. For example, while I was impressed with True Value’s marketing funnel, their closest location is roughly an hour away from where I live. Realistically, most people probably aren’t going to drive an hour away just to cash in on a $5.00 coupon.So if I were to create an interest cloud for someone who would get excited about a $5.00 coupon, it would look something like this. Actually, this is only about 1/4 the size of how I might target an ad like this. But reading through it will give you a sense of the thought process you should take — starting broad with DIY, then moving onto specific activities, and then getting even more granular with specific television shows. If I were to continue to drill into this, I’d be also looking up the names of the hosts for many of these shows, writers for the magazines, and other celebrities within the home improvement/home design/landscaping worlds.Having a broad range of specific keywords like this covers all your bases when marketing to a specific interest graph.Next, because in-store redemption is critical to the success of the overall campaign, I’m going to run several smaller campaigns using the interest graph above, but targeting the different regions in the country.The reason for doing this instead of just using “United States” is to find my most responsive markets throughout the different regions of the country.Ideally, I’d like to find my top-performing markets across the nation so I know how to allocate my budget for future ad spends. For example, If I find my northeast market (Region 1) outperforms the Pacific Northwest market (Region 10), I’d want to put more money into Region 1 for future campaigns.Because the overall goal of this campaign is to drive more foot traffic into each individual store means I have to drill down into each region and target all of the cities in which there is a store. To do this, I’d open up the store locator and find the addresses for every store in every state for any given region. In New Hampshire, for example, there are 10 stores …On Facebook, I’d then target the ad by city, and then enter every city where True Value has a location. Then, I’d repeat for every state until I’ve targeted every store in every city for the entire region. It would look something like this:I know what you’re thinking. “But this takes an incredible amount of time to put together!” You’re right — it does. But the benefit is, now you’ve targeted every single person on Facebook who is most likely to take action on your offer and is within driving distance of your locations. This results in higher CTRs, which is rewarded with lower cost-per-clicks, and more happy customers.But we’re not done yet. In addition to testing the effectiveness of each region, let’s say you wanted to see which demographic had the most buying power. You could then break the ad targeting down even further by age and gender. In its reporting, Facebook breaks age down in the following buckets: 13-17, 18-24, 25-34, 35-44, 45-54, 55-64, 65+.Segmenting even further by age range and gender allows you to slightly modify your messaging (if necessary) while honing in on very specific segments of the same customer base. So a sample of the campaign might look like this:Region 1, $5.00 off coupon, 25-34, MaleRegion 1, $5.00 off coupon, 25-34, FemaleRegion 1, $5.00 off coupon, 35-44, MaleRegion 1, $5.00 off coupon, 35-44, FemaleWhile tedious, this level of depth is intended for you to find your most responsive demographic segments within any physical location. Knowing this will allows you to easily target those markets for future campaigns, and also helps you identify the precise demographics where you’re underperforming so you can strengthen your efforts within that market. That conversation might sound like, “We need a quick boost in sales to reach our Q4 goals. Why don’t we run a promo to females ages 25-34 (with interest graph attached) in Newport, RI; Kent, CT; Holliston, MA; and Highgate Center, VT — in addition to another promo to the 45-54 males in …?”And if you wanted to segment your messaging even further, you can add in targeting criteria by relationship status and partner interests. For example, it’s not hard to imagine that a 25-34 year-old single woman interested in men is at an entirely different stage in life than a 45-54 year-old married man.Getting this specific with your segmentation allows you to use creative that speaks directly to the person clicking on the ad. Not only does this improve your conversion rates, but in the long run, it also plays a huge role in brand affinity in different markets.2) Facebook Ad Targeting by Job Role & CompanyNow let’s say you sell a product that is targeted specifically for company presidents, vice presidents, CEOs, and other high-level executives, and you want to target very specific companies. In this case, we’re going to use what I like to call the “Michael Scott Office Infiltration Technique.”We’ll start by using the interest cloud method from earlier and insert all the different positions a C-level executive might use to describe their position within a company. (Check out this Wikipedia entry for reference.)(Again, if I were targeting, this would only be a partial list.)Next, add a minimum age filter. I like to start at 25, but this totally depends on who comprises your target audience. Now, without any age cap or location filters, we have a list of 1.2 million Facebook users who are potential targets in the entire U.S.Where this gets interesting is when we start targeting these high-level executives by the business they’re responsible for. To do this, you simply scroll down to “See Advanced Targeting Options.”For grins, let’s say you wanted to target the C-Level executives at Facebook. Or perhaps you’ve created a brand new online marketing software that would be perfect for traditional ad agencies … Topics: Facebook Advertising Or maybe — just maybe — you’re a really talented freelancer, and you want to shop your resume around to Fortune 50 companies.center_img Originally published Nov 16, 2012 2:00:00 PM, updated August 26 2017 The power of the “Workplace Infiltration Method” can’t be emphasized enough, especially if you’re a marketers in a B2B industry. If your business regularly sells solutions to a specific market (like banks, for example), you only need a list of banks you’d like to market to, and the titles of the types of people you’d like to have that engagement from.Combine this with an effective, organic inbound marketing strategy, and you’ll always be in your target’s field of vision.3) Facebook Ad Targeting by Socioeconomic StatusBut what if you want to target your ads to other higher paying markets? This next one is what I call the “Fresh Prince Targeting Technique.” To start, we’ll use the profession cloud from before; but this time we’re going to geo-target using the 100 richest zip codes in the U.S.Marketing 101 says that the best sales come when a customer: 1) quickly identifies the need for a product or service, and 2) can easily afford it. And what do we know about people who live in wealthy neighborhoods? They’re probably willing to invest in things they know will improve their careers or make their personal lives more enjoyable.Let’s see how many 25-34 year-old men in the C-level profession cloud live in just the first 15 wealthy zip codes:Now the obvious thing to be excited about is, there is a decent potential market in the C-suite. But don’t always think in terms of sales being the success factor. This is just a hunch, but my gut tells me that some of these men may fall into the “celebrity executive” category. With the right promotion, you could potentially land endorsement deals (at best) and huge earned media wins. The key to creating a successful promotion is to find out exactly what executives live in these areas, then recon their social media profiles to discover what kinds of things they like. Oh … and the best part?Of course, it’s not just the C-suite you can target — there’s no shortage of other interests that you can target. The only word of warning is, if you’re going to sell in higher income markets, be prepared to offer something of seriously high value and quality. Don’t think you can peddle mid-level products with a higher price tag and get away with it. There’s a reason they live in these neighborhoods, and it’s not because they invest their money unwisely.4) Facebook Ad Targeting by Reverse TargetingThis fourth method has to be my new favorite: “The Reverse Targeting Technique.”Using the site http://citytowninfo.com/employment, we’re able to find a breakdown of virtually every profession in every industry in the United States. Not only that, but as you’ll see in the screenshot below, you can also get a quick glimpse of the median pay in the field, number of jobs, and it’s projected percentage of growth.And when you click on any of the professions, you’ll be brought to a page that gives you an overview of the profession, the top-paying locations in the country to have that job, and the top-paying industries for that particular job. In other words, this is a treasure trove of data for someone using Facebook ads! To illustrate, let me share with you the top locations in the country for someone working as a “computer and information scientist.”By only plugging in these cities (normally segmented by region; I just got lazy) and the phrase “computer scientist” into the precise interests section, I was able to build a very respectable target profile.If I wanted to segment even further, I could also segment by age and gender. Then, also using the “Top Industries” tab in the report, I could start researching the companies within those industries in the cities I’m targeting.Doing this allows me to target entire departments within the companies I can enter in “Workplaces.” This is perfect if I offer a corporate training solution, or any service specific to that job. And it’s even better if my product is really niche — like specifically designed for “durable good wholesale computer scientists” — because now I can filter out all the computer scientists who my product is not made for, and make sure all of my marketing dollars are going to the exact right people.But perhaps my favorite thing about the Reverse Targeting Method is that it gives you the perfect starting point for finding JV partners and viable markets for affiliate products. Surely, within every industry there are leaders trying to push the field forward. Why not help them expand their reach? Wrapping UpWith the amount of personal information Facebook has on its users, it’s always surprising to me that more people don’t give the social network’s ad platform a shot. By taking the extra time to research all the different ways people might describe their interests, then researching how those interests are marketed, you can create targeting profiles, copy, and images that will not only stand out, but will also make your ad’s click path an enjoyable experience.If you’ve made it this far, I very much appreciate you taking the time to learn about these methods. If you know someone who might find this article useful, please share it with them, and if you have any questions or any other methods you know are effective, please add them in the comments below.This is a guest post written by Tommy Walker, the host of “Inside The Mind,” which is a show that fuses internet generation humor with high-quality online marketing advice. He is currently running an experiment in crowdfunding to make season 2 a reality.Image Credit: JD Hancock Don’t forget to share this post! 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  • How to Conduct a Competitive SEO Audit to Outrank Industry Rivals

    first_img Originally published Mar 26, 2013 9:00:00 AM, updated October 30 2019 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack A lot of marketers are interested in keeping tabs on their competitors’ search engine optimization (SEO). And it makes sense — whether you’re just starting out with SEO or have been at it for a while, you want to have a clear sense of the competitive landscape in the search engine results pages (SERPs) so you know where you stand, and how much work you need to do to see some progress.So … do you know who shows up, and where, in the SERPs? Do you know how your competitors’ SEO strategies should impact yours? Do you know what kinds of questions you should even be asking about their organic search strategy? Well, as you might have guessed, we’re about to talk about how to do all of this stuff. Dive in to learn how to perform your own competitive SEO analysis!5 Simple Steps to Perform Your Own Competitive SEO AnalysisArticulate your buyer personas.To understand how you want to stand out from your competitors in the SERPs, you have to understand your buyer personas, first. What pain points are you solving for? As a result, how will that impact how they will find you in the SERPs? Will they be using organic search to find you at a particular stage of the buying cycle — like the research phase? What terms will they be using to find you? Is it industry jargon, or are they using more descriptive phrases to get at what they mean?This information will help give you a clear sense of what your whole goal of “doing” SEO is … and more importantly, what it is not. That means there are keywords and topics your competitors will beat you for — and that you’re totally cool with them beating you for — because it isn’t part of your persona targeting strategy.Once you’ve thought this all through, you’ll be in the best position to move on to the next step of your competitive SEO audit if you have a list of keywords and topics that you think are most important to reaching your buyer persona, and generating leads.Identify key competitors.Chances are this has already been done — it’s pretty rare I come across a business that doesn’t have some grasp on their competitors. This list, however, could be a little less than comprehensive, so it’s your job to stay ahead of the game and see if there are new competitors emerging, or some you had never considered that are edging you out in the SERPs more than you might have expected. So, how do you do this? It’s all about knowing who’s in your space. And that means a bit of research. The easiest way to know who’s in your space is to do a Google search for your keywords. Search for your top keyword phrases — short and long tail — to see who else is listed with you in the SERPs for those phrases. Those surrounding you are likely competitors since you are literally competing for clicks in the search results.Also, don’t assume that just because you’re in, say, position 3 on page 1, that you’ll always be there. Have a full understanding of who appears below you and on subsequent pages, as well. You may soon find that someone on page 2 is getting closer and closer to your top position.Additional ways to find competitors include:Looking at other search engines. Bing may show you some competitors that Google missed, especially on the paid side.Exploring social media users and groups. Social media can help find new competitors you might want to keep tabs on.Signing up for Google Alerts to monitor mentions of your keywords, which may unearth other potential competitors.Talking and listening to your sales team. They’ll get insight from prospects about the competitive landscape all the time.Explore what the competition looks like.Now that you have a more comprehensive list of your true competitors, it’s time to assess what they’re doing that could impact your SEO strategy. Are they selling the same vision? What are their products and/or services? Are their buyer personas like yours? Are they addressing similar personas in a different way than you? What topics are they writing about, and at what volume?Tools and tactics to help you do this include:Searching for branded keywords in Google Trends; this will give you a great trend line of your performance compared to your competitors.Signing up for Google Alerts to monitor mentions of your competitors.Using Open Site Explorer to mine your competitors’ link graph — which sites are linking to them, and roughly how many inbound links to they have.Using BuiltWith to see what kind of tools a business may be employing. For example, you can easily identify which websites use shopping carts, what type of analytics they’re using, etc.Using competitive intelligence tools like HubSpot which allow you to plot trending patterns against an unlimited amount of different websites.Finally, here’s more information on additional competitive intelligence tools as written up by Avinash Kaushik.Compete, but don’t copy.Ever look at a really skinny person gobbling up pizza and wonder how they can eat that way, and still look great? Well the same rings true for your website. You’ll never know with 100% certainty what is or isn’t working for a competitor’s site — especially what exactly is driving results. I mean, just because they hold the top position for, say, “unicorn hairstyles” doesn’t mean they’re generating any leads and customers from it. Know what I mean?What you need to do is differentiate yourself. If you aren’t different, then you’re the same. And “same” in the eyes of search engines means redundancy, a good chance you’ll be viewed as duplicate content, and the associated risk of not showing up in search at all.Being different also opens the door to make you a better, new, more tasty alternative to your competitors’ SERP listings. This is particularly true for niche businesses. The more niche you are, the more important it is for you to diversify. You have to demonstrate uniqueness in order to compete, and you have to stand out among the crowd. Create genuinely remarkable content, products, and services, and stand by them.So don’t copy keywords from things like page titles or other content just because a competitor is ranking for it. Be concerned with the keywords that drive results or your business. Similarly, don’t aim to go after all the links they have, or spend money on ads just because they do it. Remember, the point of competitive audits is not to copy tactics and strategies, it’s to position yourself appropriately in your space.Define what sustained success looks like for you.So you’ve got an idea of where your SEO sits alongside competitors in your space, and you’ve even started making some topic and keyword adjustments based on this intel. What next?Well, the whole point of competitive analysis and the intelligence that you gather is to help you make informed decisions. Think about how you will use this information — whether it be for your content strategy, product or service positioning, social engagement tactics, etc. — all of which help with your SEO in the long run. So if a better balance of topics is what’s unearthed from your competitive audit, that’s where you can place resources to see sustained SEO success. Wherever you choose to allocate your resources, this is where you should hold you and your team accountable in the long-term for accomplishing — driving results that make SEO one of your most important marketing channels.How do you stay abreast of your competitors’ SEO strategies?Image credit: JD Hancock SEO Topics:last_img read more