I'd venture a guess you get many emails in your inbox every day. Coupons, daily deal sites, newsletters, password resets, lead nurturing emails, social media notifications, invitations to your friend's party and maybe even an email from your mom. That's a lot to sift through, nevermind open. So what makes you want to actually take that extra step to actually open an email? Most times, it's the subject line. After all, it's the email's first impression—it lets you be the judge of the content inside
"Never trust a social media expert who has fewer followers than you!" declared Guy Kawasaki in a recent HubSpot webinar. By that standard, you should value his opinion pretty highly: the man has over 7 million followers, if you count all of the platforms he uses. Kawasaki is a former chief evangelist at Apple, a current adviser at Motorola and once turned down the CEO job at Yahoo. His latest book is "APE: Author, Publisher, Entrepreneur — How to Publish a Book." Here's his advice for brands on building a social media following:
Are the words that generate response from social media and blogs different than words that work for direct mail? Or are digital marketers finally figuring out the most responsive words that direct marketing copywriters have known for generations? Whether this is new information to you, or confirms what you already knew, today's blog is about words, and how response to specific words in the online space could strengthen your
I have long admired the people at HubSpot for their online marketing acumen. I routinely download and read their marketing e-books with pleasure. But their recent analysis of direct mail—"6 Horrific Practices of Direct Mail"—displays a stunning ignorance of what works and what doesn't work in direct mail.
As someone in the marketing world, when I get a new direct mail offer, I just stare in awe. I’m consistently amazed at the fact that someone, somewhere authorized (and paid for!) this to be sent. Why does the copy seem to be written by a hacky salesman on 12 Red Bulls? Why was this printed on paper that looks slightly oily? And, worst of all, why did the envelope tell me to open it for "important information concerning your account" before selling me on a new credit card?
Content marketing for e-commerce can be more challenging than for lead gen sites, but there are plenty of tactics and strategies that can attract and convert customers. I recently had the pleasure of joining Arnie Kuenn from content marketing agency Vertical Measures for a Google Hangout, along with Sam Mallikarjunan of Hubspot and author of "How to Sell Better than Amazon" and Steve Sheinkopf, CEO of Yale Appliance to talk content marketing for e-commerce. Check out the Hangout replay!
A Workflow is more than just marketing automation. It’s a series of “if” and “then” descriptions that, when set to trigger in a strategic format, will help you save time and convert more contacts into customers. Think of the marketing automation, or workflow setup, like plumbing. You are piping your leads through a series of synchronized marketing events that prepares your target market to be ready for the next stage in the marketing or sales funnel
Google reorganized the Gmail inbox and the change has sparked fear and doom in the hearts of email marketers. The new Gmail inbox groups users’ mail into categories — primary, social, promotions, updates and forums — that appear as tabs. The new inbox was announced as a way for users to get an at-a-glance view at mail and decide when and what they want to read. Has the company with an informal motto of "don't be evil" killed email marketing as we know it?
Company: HubSpot, an inbound marketing software provider
Product/Service: Signals, a marketing tool for sales people
What it Does: The plug-in for the Google Chrome web browser gives sales reps more context on their customers. The free version of the app constantly monitors data on customers and pops up alerts when customers open emails they've sent from Outlook or Gmail. It also sends notifications about targeted clients when their LinkedIn profile or Salesforce.com status changes or, in the paid version, even when they're viewing the sales rep's website. It also explains what parts of the site they clicked on.
If you don't feel like your paid search budget is as high as it should be, perhaps it's because you and senior management aren't using the right sets of conversion and micro-conversion metrics to justify the bids you need to grab high positions in Google, Bing, second-tier PPC engines, or other international platforms such as Baidu and Yandex. Many marketers continue to rely on last-click attribution, rightfully putting an extremely high value on the last click. This way of setting up measurement—and the bidding strategy that follows—is appropriate when the removal of that last click