Since the term radio frequency identification (RFID) came into common usage within the retail environment, around the end of the 1990s, it has in many respects been an idea driven more by hope and hype than practical realization.For retailers, it promised a world where supply chains would become fully transparent, with all products identifiable in real time, bringing an end to oversupply and out-of-stocks-the ultimate optimization tool, allowing retailers to truly deliver “just in time” supply chains tailored precisely to the needs of their customers.In addition, RFID offered other “game-changing” benefits, such as the end of traditional checkouts and associated queuing for the consumer—products would automatically “checkout” as they left the store with the consumer’s credit card being billed accordingly. (Sound familiar?)- Sponsor – Within the realm of loss prevention, the RFID “revolution” offered much promise, with shop theft becoming a thing of the past. Thieves would be automatically identified as they tried to leave the store without paying. Similarly, problems such as returns fraud would be eliminated as the previous ambiguity around whether a particular item had actually been purchased would no longer exist—the product would “tell” the retailer its current status (bought or not bought).Back in the early 2000s, it seemed RFID was going to totally transform the retail world. Indeed, it was described by one of its earliest advocates in the following glowing terms: “as significant a technology as certainly the Internet and possibly the invention of the computer itself.”If we skip forward a decade or two, it becomes quickly apparent that RFID, as yet, cannot be remotely put in the same category as the Internet in terms of its impact upon the world or more specifically retailing.Arguably, it is a technology that has seriously struggled to match up to the hype heaped upon it at the end of the 1990s and into the early 2000s. It continually floundered on the rocks of physics and economics, with the “Faraday Cage” in many respects proving to be the prison “cell” from which RFID has struggled to escape. As such, many of those long in the tooth in retailing have become familiar with the sentence that starts, “In the next five years, RFID will….”However, the outlook now appears to be changing fast for RFID. What has been seen in the past few years is a much more enlightened, less evangelistic, and more realistic approach to how RFID may be able to play a role within retailing, one that recognizes its limitations and plays to its identifiable strengths.The technology has also had the opportunity to gradually mature, away from the spotlight of unrealistic expectations, and begin to show how it can be used to help retailers resolve some of their ongoing and growing concerns.This can be seen particularly in parts of retailing that do not have a concentration of products largely made up of metals and viscous fluids, which have traditionally proved highly challenging for RFID to cope with.Retailers focused on apparel and footwear in particular have begun to use this technology to help them manage their supply chains more efficiently, using RFID’s capacity to bring transparency and ease of audit into the retail space. As pressures within retailing concerning competition and growing consumer demands for greater and more accurate availability have increased (particularly with the growth of omni-channel), then some companies have begun to invest in RFID to help them respond.While we are still some way from RFID becoming “bigger than the Internet,” it would seem that a more gradual and incremental introduction into retailing is underway, one that recognizes its weaknesses but at the same time is beginning to take advantage of developments in the technology.It is within this context that GS1 and the ECR Community Shrinkage and On-shelf Availability Group commissioned a piece of research to better understand about how this technology is now being used and what lessons can be drawn from its development, its implementation, and its impact on retail businesses. Based upon the detailed experiences of ten companies that have invested in RFID, the study set out to answer the following questions:What is the business context within which some retailers decide to invest in RFID?How do these companies begin their RFID journey?What steps do they follow when undertaking a trial?In what ways do they measure the impact of RFID, and what have they found?How do they begin to roll it out to the rest of the business?How have they dealt with the key challenge of integration?What role, if any, can RFID play in managing loss prevention?What lessons have these companies learned on their RFID journeys?How might they be planning to use this technology in the future?This research adopted a case-study methodology with data being collected via requests for various types of quantitative data relating to the use and performance of RFID, together with primarily face-to-face interviews with company representatives from the following companies:AdidasC&ADecathlonlululemonJack WillsJohn LewisMARC O’POLOMarks & SpencerRiver IslandTesco.Collectively, these companies have total sales in the region of €94 billion (~$106 billion) a year and purchase at least 1.87 billion RFID tags a year, equivalent to the use of about sixty tags per second.As with any research, there are limitations in what can be achieved and presented. While this research attempted to offer an independent and critical review of the use of RFID in the retail sector, the case-study selection process needs to be taken into account when reviewing the findings. Because of the chosen selection criteria and the challenge of obtaining retailer support, no companies are represented that have trialled RFID and decided against rolling it out-the views of these types of companies are absent from this research.In addition, there are some companies that have adopted a different approach to using RFID than those represented in this research, namely using a hard tag variant applied either at the point of manufacture or later in the supply chain. While one of these companies was approached to take part in the research, they declined, so it is not possible to include their experiences and views of using RFID. As such, it is important to recognize that the general approach adopted by these ten companies is not necessarily representative of all retail companies that are now using RFID.RFID Case Study: Summary FindingsPresented below are the headline results from the research. For a more detailed review of the findings, a free report is available (details of how to receive this can be found in the full version of this post at “RFID and Retailing“).The Business Context for InvestmentDriving Sales. The primary goal of investing in RFID was to deliver improvements in inventory visibility and accuracy, which in turn would grow sales.Optimizing Stock Holding. Respondents also recognized the potential of RFID to enable them to optimize their stock holdings, reducing capital outlay and improving staff productivity.Fewer Markdowns. Most case-study companies regarded RFID as a key tool in helping to reduce the amount of stock they offered at discounted prices.Helping to Drive Innovation and Business Efficiencies. RFID was frequently viewed as part of a broader organizational change project focused on putting enabling technologies in place to drive transformational change to achieve future success.Recognizing the Omni-channel Imperative. This technology was viewed as a key driver in developing the capacity to deliver a profitable omni-channel consumer experience-in effect the organizational “glue” that will hold together much of the architecture of 21st-century retailing.Measures of Success Increase in Sales. Seven of the ten case studies shared data showing a sales improvement in the range of 1.5 to 5.5 percent. For SKUs identified as being out-of-stock by RFID systems, the growth was even higher. Based upon this data, the ten companies taking part in the study may have realized an RFID-driven sales uplift of between €1.4 and €5.2 billion.Improved Inventory Accuracy. Companies typically had an improvement from 65-75 percent to 93-99 percent.Stock Availability. Some of the companies taking part were now finding SKU availability in the high 90 percent region.Reduced Stock Holding. One-half of the case-study companies shared data on this measure, indicating a stock reduction of between 2 and 13 percent.Lower Stock Loss. One company suggested that their shrinkage losses had been reduced by 15 percent.Reduced Staff Costs. One company had measured a saving equivalent to 4 percent of their store staffing costs, which if rolled out across the case-study companies would be in the region of €378 million.Return on Investment. All ten companies were unequivocal in their assertion that the ROI had been achieved, and based upon their trial experiences, further rollout across the business was fully justified and embraced by the rest of the business, often with considerable enthusiasm and optimism.Check out the full article, “RFID in Retailing,” to discover lessons learned from the research and instructions on how to access a free copy of the comprehensive report. Stay UpdatedGet critical information for loss prevention professionals, security and retail management delivered right to your inbox. Sign up now
Three men have been arrested after an attack and robbery that left one person unconscious in downtown Columbia.Police say Kyle Johnson, 23; Emory Montie, 23; and Alexander Nolan, 19, are behind the assault on Seventh Street near Cherry at about 2 a.m. Sunday.One of the two victims was hit a bunch of times, and had to go to the hospital for what authorities call extensive injuries. A necklace was stolen too.The three suspects were booked into jail early Wednesday.
Originally published Nov 18, 2010 8:00:00 AM, updated October 18 2015 What are some of the ways that you’ve used your blog to get intimate with your customers? 2. Interview a Coworker- We’re all unique snowflakes, so why not use this opportunity to talk with one of your coworkers and learn a little more about their background and story that got them to the point where they are one of your coworkers. After a 30 minute interview, you’ll probably have enough for a story or two to put up on the blog. Bonus points if you get your coworker to share something they have a strong opinion about in the industry, and are able to chain the threads from this interview into multiple blog posts. Topics: You can be doing this very same thing with your blog, and here’s how. These posts don’t talk about new fare specials, or push their latest messaging on their baggage program. These posts show an intimate and personal side to their company. Brian is sharing stories that the average person would never hear about. He’s rewarding his readers with these nuggets of history.
This morning, I noticed Google may be testing a new feature: Social recommendations on the search results For example, see the query below for the phrase, “Google”. I received a notification below the top search result, that Douglas Breault shared the item on Twitter in the past. But I don’t follow Douglas! However, we follow a lot of the same people, and some of the people I follow also follow him back. , if an engine starts to know more about you and presents the articles it thinks you want to see, instead of a diversity of items. website to like your content, tweet your content, or share it with their friends “, and Google’s effort to make sure that you are still being exposed to new items and comments that you are interested in. The term “Filter Bubbles” has been coined to talk about how personalization in search engines could potentially reduce diversity of Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Topics: Google Updates If this is a new Google feature, the marketing takeaway is clear: Make sure that it is easy for visitors on your it’s a good idea to show me what Doug recommends to his friends. By presenting items from people who Google thinks I would trust if I knew them, but I don’t know, they are expanding the “bubble” of my world on the internet to include new people and possibly introduce new items I may have overlooked. Have you seen examples of these new “friend of a friend” social recommendations as well? Show us your examples in the comments! search engine results page Originally published Jun 23, 2011 9:58:00 AM, updated October 20 2016 Filter Bubbles Our social circles have some pretty good overlap, and so it looks like , from friends of your friends. This is probably another battle in the conversation about ” . The social circles that are being used by Google are growing quickly and it’s not just a searcher’s friends that can influence social recommendations, but their friends. Also, if you serve a special niche audience as well, ask the thought leaders with large social networks in your niche to like or tweet your content as well. Their wide-reaching social network will help inform and recommend your content to potential customers searching in your niche. Google has decided
Originally published Aug 19, 2011 9:00:00 AM, updated October 20 2016 , and like all marketing teams we had to figure out how to get the most buzz from this announcement. While we had a lot of blog and social media promotion planned, we also wanted to make the news release something remarkable that would stand out in the constant stream of thousands of other news releases every day. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Yesterday, Topics: Newsjacking What do you think of the world’s first Twitter press release? What are other examples of really innovative press releases you have seen?
This is a guest post written by Andy Paul, the CEO of Zero-Time Selling, Inc. and author of Zero-Time Selling, Ten Essential Steps That Every Company Should Take to Accelerate Their Sales. Measure the effectiveness of your inbound sales lead follow-up efforts with the free Online Sales Assessment Tool. For the small or medium-sized business (SMB), every inbound sales lead has the potential to become not only a customer, but also to transform itself into a satisfied customer that represents a dependable stream of repeat revenue year after year. The primary obstacle that stands between an SMB and converting an inbound sales lead into a repeat customer is the task of lead follow-up. On the surface, lead follow-up would appear to be quite straightforward, but this simple concept is fraught with difficulties for most companies. Industry research on sales estimates that 40-50% of all inbound sales leads are never followed up. And when the leads are followed up, common mistakes are made that unwittingly doom the SMB to lose the opportunity to convert that lead into a customer.Comprehensive and effective sales lead follow-up is a simple concept that every SMB can take to build their prospect pipelines and grow sales without increasing headcount.Easily manage your prospects and sales pieline with HubSpot’s free CRM software. Get it here.To develop an effective lead follow-up process, it is important to first understand what an inbound sales lead is. A sales lead is simply a question. With their inquiries, potential prospects are asking the questions: What does your product do? How does it do it? Will it do what I need? What does it cost? And the first seller with the answers wins.Here are the essential steps that every SMB seller should take to be the first with the answers and maximize their conversion of inbound sales leads into customers.1. Follow Up With 100% of Inbound Sales LeadsEvery inbound sales lead is like a scratch-off lottery ticket. You don’t know what you have until you scratch the wax off the face of it and see what you have won. How many people buy a lottery ticket and then wait until the next day to see if they’re a winner? None. Inbound sales leads should be treated the same way.What this means is that every sales lead needs to be followed up. Make sure that all inbound sales leads are entered into your CRM software as soon as they are received and that each one is assigned to a salesperson for immediate follow-up. Use your CRM system on a daily basis to check and make sure that 100% of your sales leads are being followed up. If you aren’t checking, it isn’t happening.2. Be SpeedyHow much time should it take to follow up with a lead? Less than you think. According to the Harvard Business Review, companies that try to contact potential customers within an hour of receiving queries are nearly 7 times as likely to have meaningful conversations with key decision makers as firms that try to contact prospects even an hour later.Every minute that passes by while you wait to follow up with a lead is time that a competitor will use to swoop in and talk to the prospect before you. If they respond to the customer with the answers to their questions first, then you are suddenly fighting for 2nd place.I helped a client streamline their sales lead follow-up process to reduce their response time to inbound sales leads from 24 hours to 30 minutes. The immediate result was more qualified prospects in their pipeline. The longer-term result was a doubling of their sales with the same number of salespeople.3. Provide Complete Answers QuicklyAs discussed above, an inbound sales lead is nothing more than a question. Being responsive to prospects means you are providing complete answers to their question(s) in the least time possible. The best way to do this is to position your deepest product knowledge closest to the customer. It is not enough to be the first to respond to the customer. You must also be the first to answer their questions. The first seller to respond to an inbound sales lead with the complete answer in zero time will build trust, credibility, and dramatically increase their chances of winning the customer.4. Measure, Improve, and Measure AgainYou must continually work to improve your sales lead follow-up process. As the old saying goes, “you can’t improve what you don’t measure.” So keep it simple to start with, and measure the following:How many sales leads do you receive each week?How long does it take to respond to each sales lead? (the time between when the lead is received until a sales person talks to them for the first time) What percentage of your inbound sales leads are converted into qualified prospects? What percentage of your inbound sales leads are converted into customers?Set goals for these metrics, and then check each month to see if you are achieving them. If you are, set more aggressive goals and fine-tune each element of your lead follow-up process to achieve those new goals. If you aren’t meeting your goals, examine each element of your process in detail, and implement steps you can take to improve those elements. Then check your performance again in a month.For the entrepreneur and SMB CEO/manager, an effective sales lead follow-up process is the simplest way to optimize the ROI on your investment in lead generation. Use these steps to make it happen for you.Want to measure the effectiveness of your current inbound sales lead follow up? Click here to use the free online Zero-Time Sales Assessment Tool to evaluate your sales lead follow-up and other core sales processes. The first 50 to complete the assessment will receive a free, signed copy of Zero-Time Selling!Image Credit: Trace Meek Topics: Originally published Dec 5, 2011 2:00:00 PM, updated July 28 2017 Passing Leads to Sales Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
Originally published Jan 13, 2012 9:00:00 AM, updated February 01 2017 Lead nurturing is a fundamental must-have for great inbound marketing. According to Gleanster Research , 50% of qualified leads aren’t ready to buy . This means lead nurturing campaigns are necessary to help move these 50% of leads through the sales cycle to make them better ready to make a purchasing decision.That said, implementing an effective lead nurturing email campaign can be much harder than it sounds. There are several variables to consider when understanding just what makes the perfect lead nurturing campaign for your business and its prospects. To give you a leg up in knowing what lead nurturing practices to rule out right away before you waste time and effort creating an ineffective campaign, consider these 6 big lead nurturing no-no’s to avoid in your lead nurturing email campaigns . 1. Don’t Lump All Your Leads Together In One Campaign This is easily the most common mistake marketers new to lead nurturing make: they create one campaign of emails and send the same thing to every lead who fills out a form. It is an absolutely crucial (yet commonly missed) step to segment your campaigns based on lead intelligence . Make sure you always tailor your emails to match the interests of the individual lead. If all of your offers filter into the same nurturing campaign, it will be obvious by how generic the email is to your leads. Provide detailed information in your campaign that references and leverages the specific forms they’ve completed, their demographic information, and other behavioral triggers. Even something as simple as separate campaigns for each of the major topic areas covered by your offers is a huge step in making your leads feel like the emails they receive actually speak to their particular interests. In short, if your lead nurturing isn’t segmented by topic or other distinguishing elements like in the picture from HubSpot’s lead nurturing tool below, you are leaving money on the table. The best lead nurturing happens not when you just give your leads anything, but when you give them exactly what they want. 2. Don’t Email Leads Every Day Unless part of your marketing strategy explicitly calls for prospects to receive an email from you every day (e.g. ecommerce sites like Groupon, LivingSocial, or Woot), your leads will not be excited to hear from you every day after they first converted into a lead. Remember that a lead’s first conversion indicates a certain level of interest in your offer and products, but he/she won’t be ready to “marry” you just yet. If you go on a first date with someone and you call them right after the date ends and continue to leave them voicemails, it will likely be a big, red flag to them to ignore and avoid you. The same rule applies with lead nurturing: if leads are hearing from you too promptly and too often, it will definitely be a turn-off.Instead, set up a regular schedule for emails in your campaign, and space them out. Even leaving a one day break between emails will make your leads pay much more attention to each individual send. And be mindful that sending too much email overall will also dilute the value of each email. 3. Don’t Forget They’ve Received Your Other Emails The next no-no is another one I frequently run into in my inbox: a lead nurturing series that acts like every email is the first one I’ve ever received from the company. I sometimes wonder if each email was written by a different person in a different office, because there’s absolutely no coordination between them. If you sent someone an ebook two days ago and are sending them another email, don’t just throw another content offer or ebook at them and hope they’ll fill it out.Replace the endless email offers by asking them for feedback in your next email, or see if they had questions about the previous email’s content. Offer to connect them with a sales rep or someone to help answer their questions. At the very least, at least make mention of the content in your previous email and make a connection to the content you’re offering in the current email. There is a right way and a wrong way to reach out to people who are in your lead nurturing campaigns, and hitting them with a different offer every day praying for a reconversion will not be as strong as your other options. 4. Don’t Forget Your Blog Content If you’re just getting started and only have one or two content offers, it can be tough to know what to send your leads in your lead nurturing campaign. Instead, get clever by re-using your blog’s content . Share two or three of your best blog articles with them in your emails to help make the most of your offers. It’ll bring them back into your website and your indubitably awesome blog content. It’s just like sending them a content offer in that way: they will read and absorb your blog’s content and potentially share it socially. Those readers will also get re-exposed to any calls-to-action on your blog, offering opportunities for re-conversions. Ideally, your marketing software platform will also let you see that your lead is revisiting your site, allowing you take certain actions based on that revisit. Proofreading service ProofreadNOW does a great job of leveraging its blog content in lead nurturing campaigns, as you can see below: 5. Don’t Forget to Let Sales Know About Your Nurturing Campaigns The biggest mistake marketers can make with lead nurturing is to not communicating the deployment of their campaigns with the rest of their company. This is especially true if you have sales reps who may be talking to these leads at the same time your campaign is running or after nurturing emails have been sent. The salespeople on your team will want to know what content their leads received — and when — so they can have an informed conversation about the material and be tuned into what their lead already knows. Salespeople hate being surprised by these kinds of things (and rightfully so!), so make sure that your lead management and nurturing software integrates with the CRM that your sales team uses. That way, when an email is sent out to their leads, they’ll have a record of it and be able see what was sent out and when.If CRM integration isn’t an option or you don’t use a CRM, use other methods of communicating which leads have received emails through another method. For example, see if you can export a list of which leads are in a certain nurturing campaign or have received an email, and provide both the list of leads and a copy of the emails to your sales team so they can stay in the know. Nothing will waste the effort you’ve put into you nurturing campaigns faster than a sales team that isn’t aware you’re executing these campaigns in the first place. 6. Don’t Forget About Your Analytics The first time you create your lead nurturing campaign is like the first time you started learning how to ride a bike. By launching them, you’ll have come a long way, but you won’t be ready for the Tour de France yet. A few weeks into your campaigns, you should revisit the analytics for your emails and make sure they’re working the way you hoped they would. Look specifically at your click-through rates and unsubscribe rates. Open rate is a very unreliable metric these days, and it’s not very useful anyway: what are you going to do with the simple knowledge that someone just opened your messages? Instead, look for how many people clicked through from your emails to your landing pages or other content, which will indicate they’re engaging with your business and its content. If your click-through rate is below about 2%, look back at your emails, and try to determine why.Great lead nurturing emails should generate about 3 times the normal click-through rate of your normal email marketing messages. If your campaigns are performing at the same rate as your general emails, consider revising your campaign. If you notice a lot of leads are unsubscribing from your campaigns, especially early in the campaign, that’s also a sign your campaign could use improvement. If you find yourself in a position where you need to revise your campaign, first test different subject lines for the emails. Try changing the subject line to be a question for them (“Have you seen our new ebook yet?”), or test the other way around if you tried asking a question at first. Test various offers and content in your emails, test the timing and frequency of your sends . In all honesty, there’s no shortage of tests you can conduct to optimize and increase the performance of your email campaigns. Sometimes it can take two or three tries to find the right solution for you, so look at the messages that are performing well, and see if you can pick out the differences that matter. If you can execute on these five items, your lead nurturing will be in great shape. What other no-no’s have you learned to avoid when executing lead nurturing campaigns ? Tell us about them in the comments! Image Credit: Christopher Craig Topics: By Brian Whalley Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Lead Nurturing
Originally published Aug 9, 2012 4:30:00 PM, updated October 20 2016 Topics: LinkedIn Advertising Yesterday, HubSpot teamed up with LinkedIn to host part 2 of a 3-part workshop series on how to master LinkedIn for marketing. The second webinar, hosted by Director of Online Marketing at LinkedIn Scott Engelman and HubSpot CMO Mike Volpe, went into detail on how companies can use LinkedIn ads to drive new leads and customers.We had an abundance of fantastic LinkedIn marketing questions come in through the #MasterLinkedIn hashtag on Twitter, the Inbound Marketers LinkedIn Group, and the webinar chat page. So many, in fact, that we could not possibly answer all of them in a single post-webinar Q&A session. That’s why we wanted to take the opportunity to answer the most frequently asked questions from the second workshop session below. Are you ready to become a LinkedIn Ad Master? Let’s get started!Answers to the Top 9 Questions About Using LinkedIn Ads to Drive Leads1) Do you have any tips or best practices for using images in LinkedIn ads?Use of images in LinkedIn Ads is key to capturing your audience’s attention, especially since social media has reached its most visual stage ever! Do you have that “positive disruption factor?” Pairing your killer copy with eye-catching, colorful images tends to work best, though this certainly varies by company. Your best bet is to run an A/B test with a couple different images, but the same text. If you’re generating more leads or have a higher click-through rate from one of your test images, you’ll know exactly which ad image performs best and you can deactivate the other. When you’re choosing an image, just make sure it’s relevant to the offer you’re advertising. 2) What’s the recommended duration for a LinkedIn ad?There is no set duration for a LinkedIn ad. Just as with your images, it’s best to test your ads with multiple variations to find your happy place. Run your LinkedIn ads until they start to become less successful, which may turn out to be longer than you think with your stellar copy and captivating visuals! Link your ad to a relevant and valuable offer and you’ll be rolling in the leads.3) Can I adjust targets once my LinkedIn ad campaign is live?Yes, you can and should optimize your campaign to improve your results! If you’re not seeing a great deal of engagement with your current ad, try narrowing your target and run it again. You can continue to hone in on your audience until you see the results you were hoping for. LinkedIn allows you to target by industry, job function, company, group, education, location, or age. That’s right, you can target the CEO of LinkedIn or HubSpot with a message targeted at people in CEO positions! If that’s not specific ad targeting, I don’t know what is.4) Do I need a membership or subscription to use LinkedIn ads?No, you don’t need a membership or subscription to use LinkedIn ads. All you need is your personal LinkedIn profile, and then you’ll pay for performance from there. Although, for optimal success with mastering LinkedIn for marketing, you might want to consider delving deeper into LinkedIn’s business features. If the goal of your ad is to build brand awareness, you should create a LinkedIn Company Page and drive your ad traffic to your page URL. If you’re looking to generate leads, having a Company Page is important for aligning and leveraging both organic and paid opportunities.5) Can I test and modify landing pages per campaign?Yes, you can choose different landing pages per campaign, and even per individual ad. However, you might want to try testing your landing pages per campaign first to help you figure out which ad is working best so you can make changes if needed to the copy or image. Then you can start testing a new variable, like different iterations of landing pages.And remember, the copy of your ad should accurately reflect the message on your landing page. Are you adding value or solving a problem? Is your ad/offer relevant? Does it positively disrupt the reader, bringing their attention to your ad? If not, make some changes and try your ad again! If you’re still not satisfied with your campaign performance after changing your ad copy and images, try modifying your landing page or advertising a different offer.6) What information should be included in the personalized landing page?The personalized landing page should have a brief overview of the offer and how to access it, a form to generate leads, social media sharing buttons, and product or service information. Before you even run your LinkedIn Ad campaign, make sure you’re optimizing your landing pages for success. It doesn’t matter how great your LinkedIn Ad is if your landing page isn’t captivating enough to convert leads. To learn more about landing page optimization, download our free ebook, Optimizing Landing Pages for Lead Generation & Conversion.7) What’s the ideal budget for a LinkedIn ad campaign?There is no single suggested amount for your budget; this number changes on a company-to-company basis.You don’t want to run your budget too high initially because you’ll want to know what truly works before spending all your dollars. You also want to be careful with budgeting too low, because if you spend your whole budget in 2 hours you’ll have no idea what the true result of your LinkedIn Ad is; the campaign wouldn’t have had enough time to run its course.Try starting out with a few hundred dollars and run really good tests. Have your landing pages optimized and ready to go, then hone in on your target. Once you know your audience, you should work on your image and ad copy. Of course, each of these components can be changed mid-campaign, and you’re always able to increase your budget or deactivate campaigns that aren’t working.8) What are CPC and CPM, and how do you determine which to use?CPC stands for Cost Per Click, which is where you’re charged up to your maximum bid every time your ad is clicked by a member of your target audience. CPM stand for Cost Per Mille (or rather, Cost Per Thousand Impression), which is where you’re charged up to your maximum bid every time your ad is shown 1,000 times on LinkedIn.CPC is best for generating leads and engagement on your landing page. If your goal is related to click-through, you’ll only spend your budget when someone physically clicks on your ad. CPM can be used for building brand awareness because thousands of LinkedIn members will see your ad and you can set your maximum budget as low or high as you want for the best results.9) How do I know the click-through rate (CTR) on LinkedIn ads?To learn more about the CTR of your LinkedIn Ads, take a look within the ads interface. You will see the exact number of impressions (number of times your ad showed up), clicks, and your click-through rate. These numbers will show you exactly which ads are doing well, and which you’ll need to pull.LinkedIn wants you to get the most exposure you possibly can with your ads, so in order to be successful you need to you optimize your ads for the best possible click-through rate. And the higher the CTR, the more likely LinkedIn is to show your ad — therefore you really, really, really want to optimize your ads for the highest CTR. If you have multiple ad variations within a campaign, the ad with the highest CTR can be shown more frequently, increasing the chances of someone clicking on your ad. Average CTRs vary by industry, but if your CTR seems low, don’t worry. LinkedIn provides opportunities for your ad to be shown millions of times, which ultimately leads to a smaller CTR. Have more questions about How to Master LinkedIn for Marketing? Join us for part 3 of our workshop series with LinkedIn to learn what content to publish on LinkedIn to drive engagement. The webinar starts on Thursday, September 27th at 2PM EST!Image credit: smi23le Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
Topics: Social Media Strategy Originally published Apr 27, 2014 8:00:00 AM, updated February 01 2017 Well folks, the end of April is here. It’s crunch time. Your sales and marketing teams likely have their heads down and the pedal to the metal as they strive to make that last big push before wiping the slate and revamping for a new month.And if you’re not looking ahead, you’re falling behind. So to make sure you’re caught up on anything you might’ve missed this past month, take a look at some of the big updates and insights in Marketing.Major Players’ UpdatesTwitter’s New Profile Layout Is Here: What You Need to KnowEarlier this month, Twitter officially announced that a new profile design is coming to everyone’s favorite 140 character social media site. In the coming weeks, you should expect to log in to your Twitter account to find that your profile page has been replaced with the new design. This blog post outlines everything you need to know about the new layout so your profile will look top-notch when the time comes.Facebook Cracks Down on News Feed Spam From Brand PagesNo one likes receive spam through any medium. While you’ll likely never stop receiving spam in your physical or virtual mailbox, at least you won’t have to worry about it showing up in your News Feed anymore. This blog post identifies the things you should know about what Facebook is doing and how your own Business Page could be affected.Google’s Keyword Encryption Coming to PPC Data Near YouIn 2013, Google encrypted keyword data for organic search, but left AdWords keyword data untouched. Now, it seems that Google will soon start to encrypting AdWords keyword data for all third party platforms. Learn more about what this change means and how to set yourself up nicely for this update in this blog post.Social Marketing Tips50 Tweetable Twitter Tips You Wish You Knew Years AgoAre you looking to increase your Twitter following and engagement on Twitter? In this blog post, you will find a massive list of 50 Twitter tips that will make you a more effective Twitter user. 9 Ways to Use Twitter’s New Photo Collages in Your MarketingIn March, Twitter introduced a brand new photo sharing feature on Twitter which allows Twitter users to include up to four photos per single tweet. In this blog post, discover how you can take advantage of this new feature to turn fans and followers into customers. How to Optimize Your Emails for Gmail’s New Image-Heavy InboxGoogle has been experimenting with a brand new, Pinterest-like design for its Promotions tab. If you’re not prepared for this change, your emails could wind up to be horribly unappealing. Trust me, it happened to us when we got beta access to the new design. In this blog post, learn how to optimize the images that will be featured with your emails when they appear in the new Promotions tab.How to Tweet Around the Clock Without Being on Twitter 24/7If you’re serious about growing your Twitter presence, it’s imperative that you find a way to tweet multiple times a day, every day. Fortunately, there are a number of great online resources available to help you, so this won’t be as time consuming as it sounds. In this blog post, discover how to tweet 24/7 without focusing on Twitter 24/7.The Triggered Email You Need to Make Your Marketing Automation WorkTriggered emails are automated marketing messages based on a prospect’s behavior. They are extremely powerful as they are inherently relevant and timely. This blog post outlines a few recipes of triggered email automation to help you get started using triggered emails. Quick & FunNostalgia Ahead! What Your 20 Favorite Websites Used to Look Like It’s encouraging to see the humble beginnings of very successful websites. Every company starts somewhere, and you don’t always need to nail your logo, colors, or tagline on the first try. In this blog post, take a look at what some of your favorite websites looked at when they were first started.Which Mad Men Character Are You? [Quiz] The Final season of Mad Men is now in progress. Whether or not you still love the show as much as you did in its early seasons, you likely find yourself tuning in every week because you’ve become invested in the characters. Before you watch the rest of the season, try out the quiz featured in this blog post to find out which Mad Men character you really. 15 Genius April Fools’ Day Pranks From Conan, Netflix, Google & More It’s hard to believe that April Fools’ Day was only a few weeks ago. It feels like April 1st was ages ago. In this blog post, you’ll find a compilation of some of our favorite April Fools’ Day pranks from recent years. What was the most interesting thing you learned this month on Inbound Hub? What do you want to see more of? Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack