5 Smart Ways to Increase Your Facebook Page’s Organic Reach [Infographic]

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Does it feel like your Facebook Page's organic reach is slowly slipping away from you?

You're not alone.

According to Ogilvy, organic reach for brands on Facebook has seen a shocking 49% drop from peak levels in October 2013. 

While it's easy to point the blame at the Facebook News Feed algorithm and assume there's nothing you can do to buck this trend, there are actually a few ways to get back some organic reach for your Page. Check out the following infographic from QuickSprout to learn some actionable tips for combatting the effects of Facebook's ever-changing algorithm. 

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free guide: how to use facebook for business

Confirmed: Google Will Launch Google Photos, A Standalone Photo Host With “Unlimited Storage”

google-io-20150001 Its been rumored for weeks, but consider it mostly official: Google is launching a photo service separate of Google+. We just heard it straight from the horses mouth while walking the halls of Google I/O, though I don’t think we were supposed to hear it just yet. It’ll be announced during Google’s I/O keynote, scheduled to start in an hour. Here’s what we… Read More

How to Choose the Right KPIs for Your Business

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Whether your performance improvement goals are related to inbound marketing, sales, or any aspect of business for that matter, choosing the proper key performance indicators (KPIs) to focus on is the first step towards measurable improvement.

As they say, what get’s measured gets improved. If you can quantify your current performance you can then begin to measure how things are improving, or diminishing, over a period of time.

But how do you choose the right KPIs to focus on for you business?

The short answer is that it really depends. While there isn’t really a simple step-by-step process for choosing the proper KPIs, there are a number of things you should always take into consideration.

In this post we’ll walk you through some of the factors that will influence which KPIs you should focus on and help you hone in on the metrics that matter the most for your business.

Let’s get started.

Choose KPIs That Are Directly Related to Your Business Goals

KPIs are quantifiable measurements or data points used to gauge your company’s performance relative to some goal. For instance, a KPI could be related to your goal of increasing sales, improving the return on investment of your marketing efforts, or improving customer service.

Mark Hayes, Shopify’s Director of Communications, wrote a great post titled 32 Key Performance Indicators for Ecommerce. In the post Mark provides the following examples of common ecommerce goals and related KPIs.

Goal 1 – Boost sales 10% in the next quarter. KPIs include daily sales, conversion rate and site traffic

Goal 2 – Increase conversion rate 2% in the next year. KPIs include conversion rate, shopping cart abandonment rate, associated shipping rate trends, competitive price trends.

Goal 3 – Grow site traffic 20% in the next year. KPIs include site traffic, traffic sources, promotional click-through rates, social shares, bounce rates.

Goal 4 – Reduce customer service calls by half in the next 6 months. KPIs include service call satisfaction, identify of page visited immediately before the call, event that lead to the call.

As you can see, each of the potential KPIs listed in the four examples are directly related to the core business goal.

What are you company goals? Have you identified any major areas for improvement or optimization? What are the biggest priorities for your management team

Focus on a Few Key Metrics, Rather Than a Slew of Data Points

One of the great things about inbound marketing is that you can measure everything with very detailed metrics. Views, clicks, conversions, opens, sends, the list goes on. However, as you begin to identify KPIs for you business you should be aware that less is almost always more. Rather than choosing dozens of metrics to measure and report on you should focus on just a few key metrics.

Quite frankly, if you try and track too many KPIs, you might as well just not track anything at all.

As you can imagine, every company, industry and business model is very different so it is difficult to pinpoint an exact number for the amount of KPIs you should have. Although, based on our experience, in most cases you should aim to identify somewhere between four and ten KPIs.

Consider Your Company's Stage of Growth

Depending on the stage of your company (start up vs enterprise) certain metrics will be more important than others. Early stage companies typically focus on metrics related to business model validation while more established organizations focus on metrics like cost per acquisition and customer lifetime value.

Here are a few examples of potential key performance indicators for companies in various stages of growth: 

Pre-Product Market Fit Product Market Fit Expansion
  • Qualitative feedback
  • Customer interviews
  • Awareness
  • Stickiness
  • Monthly recurring revenue
  • Renewals
  • Churn
  • Customer satisfaction
  • Cost per acquisition
  • Average order size
  • Lifetime value
  • Number of customers acquired

Identify Both Lagging and Leading Performance Indicators

The difference between lagging and leading indicators is essentially knowing how you did, versus how you are doing. Leading indicators aren’t necessarily better than lagging indicators, or vice versa. You should just be aware of the differences between the two.

Lagging indicators measure an output of something that has already happened. Total sales last month, the number of new customers, or hours of professional services delivered are all examples of lagging indicators. These type of metrics are good for purely measuring results, as they solely focus on outputs.

On the other hand, leading indicators measure inputs, progress and your likelihood of achieving a goal in the future. These type of metrics serve as predictors of what’s to come. Website traffic, conversion rates, sales opportunity age and sales rep activity are just a few examples of leading indicators.

Traditionally most organizations have solely focused on lagging indicators. One of the main reasons for this is that lagging indicators tend to be easy to measure since the events have already happened. For instance, it is very easy to pull a report of the number of customer acquired last quarter.

But measuring what happen in the past can only be so helpful…

You can think of leading indicators as business drivers because they come before trends emerge, which can help you identify whether or not you are on track to reaching your goals. If you can identify which leading indicators will impact your future performance you will have a much better shot at success.

Understand That KPIs Are Different for Every Industry and Business Model

The KPIs that you choose will be greatly influenced by your organization's business model and the industry in which you operate. For example, a B2B software-as-a-service company might choose to focus on customer acquisition and churn, whereas a brick and mortar retail company might focus on sales per square foot or average customer spend.

Here are a few examples of some industry standard KPIs:

SaaS KPIs Professional Service KPIs
  • Monthly recurring revenue
  • Churn
  • Cost per acquisition
  • Average revenue per retainer
  • Lifetime value
  • Bookings
  • Utilization
  • Backlog
  • Revenue leakage (link)
  • Effective billable rate
Online Media / Publishing KPIs Retail KPIs
  • Unique visitors
  • Page views
  • Share ratio
  • Social referral growth
  • Time on site
  • Capital expenditure
  • Customer satisfaction
  • Sales per square foot
  • Average customer spend
  • Stock turnover

While you will most certainly want to consider industry standard KPIs, it is more important that you choose the KPIs that are relevant to your specific company and the goals you are working towards.

Key Takeaways

  • Ensure your KPIs will accurately measure your progress towards overarching company goals
  • Less is more - Choose somewhere between 4 and 10 KPIs to focus on
  • Consider your company’s stage of growth - The importance of certain metrics will shift as your company’s priorities evolve
  • Identify both lagging and leading performance indicators - It’s important to understand both what happened in the past and how you are progressing towards your future goals
  • Reference industry KPIs but keep in mind that you should choose the KPIs that are most relevant for your specific situation and company

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#Eurovision 2015

The Eurovision Song Contest is the biggest song competition in the world, featuring acts from 39 countries from Europe (and, for one year only, Australia!) and inspiring one of the largest, most entertaining TV conversations on Twitter.

There were 2.3 billion impressions of Tweets about #Eurovision on Twitter (logged-in and logged-out) and syndicated across the web. It is the big moments that get people reaching for their devices. The three moments during the final that generated the highest spikes in conversation, measured by Tweets per minute, were:

  1. Georgia Perform
  2. Spain Perform
  3. Australia Perform

This heat map shows the global conversation on Twitter during the event:

Click on the map to interact with it

Naturally must-Tweet TV, this year the competition organisers built on on the event’s popularity by maximising fans involvement in the experience through Twitter, in a number of ways.

#Eurovision hashflags

Twitter and Eurovision teamed up to create a complimentary #Eurovision experience for the audience on their second screens, using hashtags on screen for each competing country that activated special Eurovision hashflags on Twitter:

The three-letter country code hashtags on screen for each performance brought simplicity to the second screen experience for audiences looking to share their support for the countries, while the hashflags highlighted these conversations with delightful graphics.

The most Tweeted-about nations during Saturday’s grand final were:

  1. Sweden - #SWE
  2. Spain - #ESP
  3. Russia - #RUS

Live video moments

Eurovision 2015 was packed with huge moments that the audience rushed to share on Twitter. Knowing that the best thing a TV show can do is give people the Tweet that they wish they’d Tweeted, Eurovision clipped the big moments and posted them out to Twitter seconds after they happened using Twitter’s live-clipping tool, @SnappyTV:



Access all areas through Twitter

Since the dawn of the smartphone, Eurovision Song Contests have seen the artists Tweet their adventures in the competition: sharing the stories and, of course, the selfies:

Knowing each artist had their own journey’s story to Tweet, Eurovision gave each act a unique Twitter Mirror to take with them around host city Vienna. From the red carpet introductions to the green room of the grand final, the hopeful acts captured the moments and shared them immediately with the fans on Twitter:



Last year’s winner and this year’s Green Room host, @ConchitaWurst even activated the Twitter Mirror GIF mode:

Big Tweets of the night

Eurovision announced that there were more than six million Tweets about the show on the night. Naturally, certain Tweets stood out and were Retweeted and favorited thousands of times.

A helpful Tweet for those new to Eurovision from @jumalaska used four images to capture 60 years of the competition:

@Callummccrae1’s wry comment on the inclusion of Australia in a European song contest inspired over 8,000 Retweets:

And a timely Tweet from Scottish Nationalist Party leader @NicolaSturgeon received a high approval rating:

While support for Spain’s @Edurnity by her boyfriend @D_DeGea was much appreciated.

@KitKatSpain’s offer of a free chocolate bar for everyone who Retweeted (if @Edurnity finished in the top 15) received plenty of attention:

In the end, Eurovision is a competition, and after a close-run in the voting, Sweden’s @manszelmerlow was crowned the winner of Eurovision 2015:

And after all the excitement of the singing and Tweeting, Mans was clearly dog-tired:

How to Create Detailed Buyer Personas for Your Business [Free Persona Template]

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Finance Manager Margie. IT IanLandscaper Larry. Do you know who your business's buyer personas are? And exactly how much do you know about them?

Buyer personas (sometimes referred to as marketing personas) are fictional, generalized representations of your ideal customers. Personas help us all -- in marketing, sales, product, and services -- internalize the ideal customer we're trying to attract, and relate to our customers as real humans. Having a deep understanding of your buyer persona(s) is critical to driving content creation, product development, sales follow up, and really anything that relates to customer acquisition and retention.

"Okay, so personas are really important to my business. But ... how do I actually make one?"

Ahh ... the million dollar question. The good news is, they aren't that difficult to create. You just need to ask the right questions to the right people, and present that information in a helpful way so the people in your business can get to know your persona(s) better than the backs of their hands.

Now for the even better news: We've put together an interview guide and a free template for creating buyer personas, so it's easy as pie to do your persona research and compile it all into a beautiful, presentable, palatable format. So follow along with this interview guide, and download the persona template so you can start plugging in your research. Before you know it, you'll have complete, well thought-out buyer personas to show off to your entire company!

Download the free buyer persona template here. 

Before we dive into the buyer persona-creation process, let's pause to understand the impact having well-developed buyer personas can have on your business -- and specifically your marketing.

Why Exactly Are Buyer Personas So Important to Your Business?

Buyer personas help you understand your customers (and prospective customers) better. This makes it easier for you to tailor your content, messaging, product development, and services to the specific needs, behaviors, and concerns of different groups. In other words, you may know your target buyers are caregivers, but do you know what their specific needs and interests are? What is the typical background of your ideal buyer? In order to get a full understanding of what makes your best customers tick, it's critical to develop detailed personas for your business.

The strongest buyer personas are based on market research as well as insights you gather from your actual customer base (through surveys, interviews, etc.). Depending on your business, you could have as few as one or two personas, or as many as 10 or 20. But if you’re new to personas, start small! You can always develop more personas later if needed.

What About "Negative" Personas?

Whereas a buyer persona is a representation of your ideal customer, a negative -- or “exclusionary” -- persona is a representation of who you dont want as a customer.

For example, this could include professionals who are too advanced for your product or service, students who are only engaging with your content for research/knowledge, or potential customers who are just too expensive to acquire (because of a low average sale price, their propensity to churn, or their unlikeliness to purchase again from your company).

How Can Personas Be Used in Marketing?

At the most basic level, developing personas allows you to create content and messaging that appeals to your target audience. It also enables you to target or personalize your marketing for different segments of your audience. For example, instead of sending the same lead nurturing emails to everyone in your database, you can segment by buyer persona and tailor your messaging according to what you know about those different personas.

Furthermore, when combined with lifecycle stage (i.e. how far along someone is in your sales cycle), buyer personas also allow you to map out and create highly targeted content. You can learn more about how to do that by downloading our Content Mapping Template

And if you take the time to also create negative personas, you’ll have the added advantage of being able to segment out the “bad apples” from the rest of your contacts, which can help you achieve a lower cost-per-lead and cost-per-customer -- and see higher sales productivity.

Now, are you ready to start creating your buyer personas?

How to Create Buyer Personas

Buyer personas can be created through research, surveys, and interviews of your target audience. That includes a mix of customers, prospects, and those outside your contacts database who might align with your target audience.

Here are some practical methods for gathering the information you need to develop personas:

  • Look through your contacts database to uncover trends about how certain leads or customers find and consume your content.

  • When creating forms to use on your website, use form fields that capture important persona information. For example, if all of your personas vary based on company size, ask each lead for information about company size on your forms.

  • Take into consideration your sales team's feedback on the leads they're interacting with most. What generalizations can they make about the different types of customers you serve best?

  • Interview customers and prospects, either in person or over the phone, to discover what they like about your product or service. This is one of the most important steps, so let's discuss it in greater detail ...

How to Find Interviewees for Researching Buyer Personas

One of the most critical steps to establishing your buyer persona(s) is finding some people to speak with to suss out, well, who your buyer persona is. That means you'll have to conduct some interviews to get to know what drives your target audience. But how do you find those interviewees? There are a few sources you should tap into:

1) Customers

Your existing customer base is the perfect place to start with your interviews, because they've already purchased your product and engaged with your company. At least some of them are likely to exemplify your target persona(s).

Reach out to both "good" and "bad" customers. You don't just want to talk to people who love your product and want to spend an hour gushing about you (as good as that feels). Customers who are unhappy with your product will show other patterns that will help you form a solid understanding of your personas. For example, you might find that some of these "bad" customers have bigger teams and thus need a collaboration element to the product. Or you may find that "bad" customers find your product too technical and difficult to use. In both cases, you learn something about your product and what your customers' challenges are.

Another benefit to interviewing customers is that you may not need to offer them an incentive like a gift card (a typical incentive for participating in surveys or interviews). Customers usually like being heard, and interviewing them gives them a chance to tell you about their world, their challenges, and what they think of your product. Customers also like to have an impact on the products they use, so you may find that, as you involve them in interviews like this, they become even more loyal to your company. When you reach out to customers, be clear that your goal is to get their feedback and that it's highly valued by your team.

2) Prospects

Be sure to balance out your interviews with people who have not purchased your product or know much about your company. Your current prospects and leads are a great option here because you already have their contact information. Use the data you do have about them (i.e. anything you've collected through lead generation forms or website analytics) to figure out who might fit into your target personas.

3) Referrals

You'll probably also need to rely on some referrals to talk to people who may fit into your target personas, particularly if you're heading into new markets or don't have any leads or customers yet. Reach out to your network -- co-workers, existing customers, social media contacts -- to find people you'd like to interview and get introduced to. It may be tough to get a large volume of people this way, but you'll likely get some very high-quality interviews out of it. If you don't know where to start, try searching on LinkedIn for people who may fit into your target personas and see which results have any connections in common with you. Then reach out to your common connections for introductions.

4) Third-Party Networks

For interviewees who are completely removed from your company, there are a few third-party networks you can recruit from. Craigslist allows you to post ads for people interested in any kind of job, and UserTesting.com allows you to run remote user testing (with some follow-up questions). You'll have less control over sessions run through UserTesting.com, but it's a great resource for quick user testing recruiting.

Tips for Recruiting Interviewees

As you reach out to potential interviewees, here are a few tips for getting a better response rate:

1) Use incentives. While you may not need them in all scenarios (e.g. customers who already want to talk to you), incentives give people a reason to participate in an interview if they don't have a relationship with you. A simple gift card (like an Amazon or Visa credit card) is an easy option.

2) Be clear this isn't a sales call. This is especially important when dealing with non-customers. Be clear that you're doing research and that you just want to learn from them. You are not getting them to commit to a one-hour sales call; you're getting them to commit to telling you about their lives, jobs, and challenges.

3) Make it easy to say yes. Take care of everything for your potential interviewee. Suggest times, but be flexible; allow them to pick a time right off the bat; and send a calendar invitation with a reminder to block off their time.

How Many People Do You Need to Interview?

Unfortunately the answer is, it depends. Start with at least 3-5 interviews for each persona you're creating. If you already know a lot about your persona, then that may be enough. You may need to do 3-5 interviews in each category of interviewees (customers, prospects, people who don't know your company).

The rule of thumb is, when you start accurately predicting what your interviewee is going to say, it's probably time to stop. Through these interviews, you'll naturally start to notice patterns. Once you start expecting and predicting what your interviewee is going to say, that means you've interviewed enough people to find and internalize these patterns.

20 Questions to Ask in Persona Interviews

It's time to conduct the interview! After the normal small talk and thank-you's, it's time to jump into your questions. There are several different categories of questions you'll want to ask in order to create a complete persona profile. The following questions are organized into those categories, but feel free to customize this list and remove or add more questions that may be appropriate for your target customers.

Role

1) What is your job role? Your title?

2) How is your job measured?

3) What does a typical day look like?

4) What skills are required to do your job?

5) What knowledge and tools do you use in your job?

6) Who do you report to? Who reports to you?

Company

7) In which industry or industries does your company work?

8) What is the size of your company (revenue, employees)?

Goals

9) What are you responsible for?

10) What does it mean to be successful in your role?

Challenges

11) What are your biggest challenges?

Watering Holes

12) How do you learn about new information for your job?

13) What publications or blogs do you read?

14) What associations and social networks do you participate in?

Personal Background

15) Describe your personal demographics (if appropriate, ask their age, whether they're married, if they have children).

16) Describe your educational background. What level of education did you complete, which schools did you attend, and what did you study?

17) Describe your career path. How did you end up where you are today?

Shopping Preferences

18) How do you prefer to interact with vendors (e.g. email, phone, in person)?

19) Do you use the internet to research vendors or products? If yes, how do you search for information?

20) Describe a recent purchase. Why did you consider a purchase, what was the evaluation process, and how did you decide to purchase that product or service?

The #1 Tip for a Successful Persona Interview: Ask "Why"

The follow up question to pretty much every question in the above list should be "why?"

Through these interviews, you're trying to understand your customers' or potential customers' goals, behaviors, and what drives them. But keep in mind that people are not always great at reflecting on their own behaviors to tell you what drives them at their core. You don't care that they measure the number of visits to their website, for example. What you care about is that they measure that because they need a number they control to show their boss they're doing a good job.

Start with a simple question -- one of our favorites is, "What is your biggest challenge?" Then spend a good amount of time diving deeper into that one question to learn more about that person. You learn more by asking "why?" than by asking more superficial questions.

How to Use Your Research to Create Your Persona

Once you've gone through the research process, you'll have a lot of meaty, raw data about your potential and current customers. But what do you do with it? How do you distill all of that so it's easy for everyone to understand all the information you've gathered?

The next step is to use your research to identify patterns and commonalities from the answers to your interview questions, develop at least one primary persona, and share that persona with the rest of the company.

Use our free, downloadable persona template to organize the information you've gathered about your persona(s). Then share these slides with the rest of your company so everyone can benefit from the research you've done and develop an in-depth understanding of the person (or people) they're targeting every day at work.

Here's how to use the template to do it ...

Fill in Your Persona's Basic Demographic Information

If you didn't feel comfortable asking some of these demographic-based questions on the phone or in person, you can also conduct online surveys to gather this information. Some people are more comfortable disclosing things like this through a survey rather than verbal communication.

It's also helpful to include some descriptive buzzwords and mannerisms of your persona that you may have picked up on during your conversations to make it easier for people in your sales department to identify certain personas when they're talking to prospects.

Here's an example of how you might complete Section 1 in your template for one of your personas:

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Share What You've Learned About Your Persona's Motivations

This is where you'll distill the information you learned from asking "Why" so much during those interviews. What keeps your persona up at night? Who do they want to be? Most importantly, tie that all together by telling people how your company can help them.

persona-template-goals.png

Help Your Sales Team Prepare for Conversations With Your Persona

Include some real quotes from your interviews that exemplify what your personas are concerned about, who they are, and what they want. Then create a list of the objections they might raise so your sales team is prepared to address those during their conversations with prospects.

persona-template-quotes.png

Help Craft Messaging for Your Persona

Tell people how to talk about your products/services with your persona. This includes the nitty gritty vernacular you should use, as well as a more general elevator pitch that positions your solution in a way that resonates with your persona. This will help you ensure everyone in your company is speaking the same language when they're having conversations with leads and customers.

persona-template-messaging.png

Finally, make sure you give your persona a name (like Finance Manager Margie, IT Ian, or Landscaper Larry), and include a real-life image of your persona so everyone can truly envision what he or she looks like. Purchase an image from a stock photograph site like Thinkstock, or download one of our royalty-free images. It may seem silly, but it really helps to put a name to a face, so to speak!

And if you're a HubSpot customer, you can add your persona right into your HubSpot Marketing Platform. Just follow this step-by-step setup guide

Editor's Note: This post was originally published in August 2012 and has been updated for freshness, accuracy, and comprehensiveness.

free buyer persona creation template
  free buyer persona creation template

How To Design a Publishing Website Your Advertisers Will Drool Over

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If you place any value on the profit generated by your publishing website, you have one crucial demographic to win over above all others: advertisers.

This is the core of increasing online ad revenue for publishers, much like the core of television broadcasting rests on providing a pleasing network for television ads. But what makes one publishing website superior to another in the eyes of an advertiser? Quality content? Layout? Reputation? These all play their parts, but there’s far more to consider in designing your site; so let’s talk about content best practices, inbound marketing, analytics, and making a profit.

Quality Content: The Present and Future of Increasing Online Ad Revenue for Publishers

Savvy marketers have noticed an ongoing trend in how their ad revenue is generated: content, previously an afterthought slapped on after a long day poking meta tags and configuring auto-mailers, has rapidly grown to generate 20% of all revenue for many sites. This number is only expected to grow in coming years, to the point where nearly 50% of ad revenue may come from content just two years from now.

Consider that, and then consider the power of high-quality content to shape visitors into pre-qualified leads, and you’ll understand why advertisers are increasingly eager to work with publishers mindful of their content quality. This attention to messaging transforms sites into an environment ripe for effective natural advertising—promoting content presented in the style of the publisher and leveraging the strength of the site's reputation to drive engagement. For publishers, investing in this unique, high-quality, engaging content should be step one for increasing the attractiveness of their site for advertisers.

Increasing Online Ad Revenue for Publishers: Inbound Marketing

Despite the importance of quality, the difference between a post or offer that generates amazing leads at a consistent rate and one that sits unnoticed and ineffective on a publisher's site is not always it's composition—it’s the marketing principals supporting that content. The ability to get your content seen by the right people, and have those same people then follow your intended course of action, is largely independent of your message in-and-of-itself. There are countless publishers out there creating superior content and making pathetic earnings.

By utilizing inbound marketing to its fullest potential alongside your superior content, however, you can generate a website which serves as a fertile environment any advertiser will be eager to partake of. Here are a few best practices to keep in mind. 

  • Keep Content Fresh and Original: While content alone won’t carry an inbound marketing strategy, it is an important core building block. Don’t skimp and don’t cheap out—good content pays for itself many times over.
  • Streamline Your Marketing: Cut out inefficient methods such as cold calling and mailers, to better focus on effective inbound marketing. Refining your best methods will serve you far better.
  • Optimize Your CTAs: Too many websites rely wholly on lazy CTAs at the very end of their content, instead of developing high-value, attention grabbing CTAs over time. “Oh, and maybe call us if you feel like it some time,” is not a winning strategy.
  • Funneling: Content should funnel potential customers through successive efforts to cultivate them as leads. This strategy results in much more relevant leads—which means your advertisers get more for their money.
  • Track and Analyze EVERYTHING: Data rules marketing more than ever today. Publishers today can more accurately assess the behaviors of their consumers than ever before, so take advantage of that. Which brings us to… 

Metrics and Analytics Matter

It’s not enough to create an environment ripe for profit; increasing online ad revenue for publishers also means implementing the tools necessary to observe that environment and present hard data on its quality. That means tracking and reporting on a user from the first time they visit your site, all the way through their last click, form submission, or purchase.

There are many ways analytics can assist you in developing your website for advertiser attention, once you know the metrics they care about. The specific metrics of value in your industry may vary, but these are always worth paying attention to:

  • Unique Article Views: Your headlines are getting attention—articles that suffer on this metric need better headlines, outreach efforts, and SEO.
  • Low Views with High Conversion Rates: In many ways the ideal scenario; your content is focused and effective. That makes it ideal for advertisers, as they can effectively and efficiently target a specific audience. Your biggest goal here is determining how to scale these efforts.
  • High Views with Low Conversion Rates: A weak situation that indicates several problems. Even if your total conversions look good in absolute numbers, advertisers don’t want to drop content in a pool of unqualified, vaguely interested viewers.
  • High Clickthrough with Low Conversion Rates: Indicates a flaw in your funneling or in your landing pages. Your prospects either arrive unready to close, or get scared off at the last minute.

Putting It All Together

Pairing great content with the right marketing strategy can be a tricky mix, which is why paying close attention to these performance patterns can be so vital to a campaigns success or failure. Measuring and making the correct adjustments takes time and inbound marketing isn't an overnight fix for publishers looking to increase their revenue. But with a little effort and fine tuning, inbound marketing can transform your site into a revenue machine that advertisers will come clambering after.

 

free guide: how to increase paywall subscribers

 

Marketing Books to Millennials: One Author’s Unconventional Growth Strategy [Podcast]

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In 2013, Michelle Miller left her job at JP Morgan to write The Underwriting, a story about Wall Street and Silicon Valley targeted toward Millennials. 

She knew nothing about publishing or marketing a book. All she knew was she had to do something different. The typical publishing and marketing playbook for books wouldn't work for her target audience -- they weren't the "sit down to read for long periods of time" type. So she did a little research (informed in part by her own experiences as a Millennial) and decided to release her story on her website, one chapter at a time. 

This publishing and marketing plan brought some more interesting opportunities for Miller. First, she decided to make each new chapter free for the first 24 hours. If you missed the free window, it cost $1.50 to download. Second, she accompanied each chapter with a few different transmedia elements -- free samples from brand sponsors like Harry’s, deals on sites like HotelTonight, downloadable DJ playlists, business cards for each character, and finance tutorials to explain some of the concepts in the book.

Fast-forward to today, and her unconventional approach has paid off in spades. The Underwriting has become so popular that Miller has signed on to publish five more books as part of a six-figure book deal. 

On this week's episode of The Growth Show, we got to chat with Miller about:

  • Her experience and tips with marketing to Millennials
  • How she got The Underwriting to spread so quickly
  • The impact of a "free" product on The Underwriting's early growth
  • The importance of developing products and services based on the relentless study of the target audience
  • Unique marketing tactics she used including Tinder, Craigslist, and in-person events  

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Follow Our Google I/O 2015 Keynote Live Blog May 28 At 9:30 AM PT

IMG_9984 Google’s I/O developer conference for 2015 kicks off tomorrow, with a keynote that begins at 9:30 AM PT. Google typically uses this to make big, splashy announcements about its software platforms and products, and to go into additional detail about what the changes mean to developers especially. We’ll have a special team of highly talented TechCrunch individuals at the event,… Read More

What To Expect From Google I/O 2015

io15-color Google I/O begins Thursday, kicking off with the usual keynote from the search giant during which it generally drops a lot of news. We’ll be there to cover it live as it happens, but a lot of info, rumor and speculation has already been making the rounds about just what we’ll see announced. Here’s a round-up of what to expect, what isn’t all that likely, and what might… Read More

Texas family reunited with centuries-old ‘Mayflower table’ thanks to Facebook group

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As far as tables go, the one that the Vaughan family lost in the Wimberley flood was rather unremarkable. It was brown, as tables often are, about 3 feet wide and shaped like an octagon

But the table had been in the family for many generations, and it meant something — especially after the house and most of its belongings were lost to the raging waters that came with this weekend's storm

To make it even more special, family legend has it that the table came over from Europe on the Mayflower, the ship that brought Pilgrims from Plymouth, England, to the New World back in 1620. The story goes that the table made its way from the Mayflower to Wimberley, Texas, after a short stint with similar items in Omaha Read more...

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