4 Easy Ways to Improve Your Conversion Rate with Subscriber Lists

Building a solid list is one of the most important aspects of long-term marketing. Nearly any type of business will greatly benefit from a healthy, well-maintained list – though many business owners aren’t aware they need one. Even if your business already sees a regular influx of clients, creating your own subscriber list will help convert your marketing efforts into sales. By establishing a list of subscribers, your business will not only help draw in new prospects, but also help bring back clients with whom you’ve conducted business before. In a way, a subscriber list is a method of keeping track of your client base that simultaneously automates outreach to said clients. If a visitor arrived to your site from a search engine, it becomes even more important to enlist them as a subscriber; odds are that they’re never find your site on their own again. Overall, a list helps your business in a variety of ways at much higher cost efficiency than other advertising channels. Here’s how to use lists to capture more clients.

Find a way to ‘sell’ to your list. Many of your subscription prospects receive numerous e-mails on a daily basis, so you’ll have to provide a good reason for them to add you to their subscription list. Sometimes even a simple explanation of the goods or services that you provide is enough to draw in subscribers. Simply telling the reader to subscribe to your newsletter is boring enough to ignore. You’ll notice that making the reader feel a true desire to sign up will yield a much higher subscription rate.

Utilize A/B testing as much as possible. For those unfamiliar with the term, A/B testing is a method of determining which particular method out of a designated selection performs the best. This is achieved by compared two or more web pages, elements, etc. by showing each variants to comparable visitors simultaneously. Doing so provides as significant a sample pool as possible in order to find out which variant gives a better rate of conversion. Establishing a way to test different ideas, whether it’s your headline/subject line, call-to-action, or anything in between. Oftentimes, the first idea you create isn’t the best. But before you scrap your old web page for something newer, find the optimal choice with A/B testing.

Use an opt-in page. In many cases, a blurb on the right side of your website asking people to subscribe isn’t enough. Instead, creating a separate page that explains how to subscribe and provides a clickable link will easily multiply your subscription rate. Many of the visitors to your opt-in page are likely to be new visitors, so capturing them as subscribers is crucial. Otherwise, chances are that they won’t find your site on their own accord again.

Make your opt-in page visible. If people don’t see an option to subscribe, they won’t. Period. The more places you can advertise your opt-in page, the better; however, it’s quite easy to go overboard and make a mess. Place your opt-in advertisements prominently in your sidebar, call-to-action, or anywhere else that your readers might look that doesn’t provide at least a nearby reminder to subscribe. Keep design in mind though; don’t trash your site and lose credibility in the process.

By and large, subscriber lists are a great way to create a stable catalog of clients while automating your outreach. Like many other aspects of marketing, your method and results may vary in regard to subscriber lists, but if your business involves direct marketing, a well-built subscriber list will prove invaluable.

By coordinating and aligning all of your local and online marketing efforts, we are able to guarantee that you will be ‘head-over-heels’ in love with our services! No matter where you are now, our online marketing services will take your business to the next level. WE BACK IT UP WITH A 100% NO WIGGLE-ROOM GUARANTEE! If we do not EXCEED your expectations in the first 180 days of service, FIRE US! And we will return everything the way that it was before we started and REFUND 100% of your monthly fees! Schedule a free marketing audit and let us put it all together so you don’t have to!

Today’s Biggest Content Marketing Challenge (And How to Overcome It)


Since 2010, the Content Marketing Institute (CMI) and MarketingProfs have teamed up to produce annual benchmark reports that reveal the industry-wide pulse on content marketing.

In 2015, 54% of B2B marketers and 50% of B2C marketers cited “producing engaging content” as a top challenge. For B2B marketers, it was the most commonly cited challenge. For B2C, it was second.

The funny thing is that this problem isn’t new. If we go back to the first benchmark report from CMI and MarketingProfs in 2010, we find the exact same results. Again, “producing engaging content” is cited as a challenge more frequently than issues like producing enough content, budget limitations, and executive buy-in. Not only is this an old problem, but also a consistent problem. Check out the top challenges from the reports in 2012, 2013 and 2014.


Despite the fact that overall content marketing adoption, production and budgets have increased significantly since 2010, relatively little progress has been made in quality; marketers are still struggling to produce the type of content that engages their audiences.

Why Is This Really a Problem?

There’s a common thread in this content marketing saga: nearly all organizations are creating content, but less than half are confident in their abilities to create content that engages.

It’s not just another content marketing problem; it’s the content marketing problem. Think about it. If your content sufficiently engages your audience, it’s much easier to get C-Level buy-in. It’s also much easier to garner greater budgetary support (How many times have you heard your boss say “We have endless budget for strategies that work.”?).  Other common issues like producing enough content and producing a variety of content simply fall by the wayside when everything you do is working as it should.

Content marketing is a quality game, not a quantity game. If you create the type of content that truly engages your audience, the proof will be in the results.

How to Create Content That Truly Engages

The question becomes, then, how do you create engaging content? If it was easy, everyone would be doing it. But it’s not; hence, the history of widespread under performance.

The secret is in the research. It’s long been known that “publish and pray” strategy of the past simply doesn’t cut it anymore, but how many content marketers really know all the different research tools and tactics that can be used to ensure content marketing success? And how many content marketers are honestly willing to put in the heavy legwork up front to guarantee that their content hits the bulls eye?

The solution I’m proposing for you today will allow you to take the critical first steps towards freeing your organization from the weight of content marketing failure by ensuring that everything you create resonates with your target audiences.

Audience, Competitive, Media and Trends Research

Content marketers are still marketers, and due diligence is an essential part of the job. As with any marketing campaign, understanding who your audience is, what they’re looking for, where to find them, and how to deliver the most effective message is essential to intentional success. Sure, it’s possible to get lucky from time to time without research, but repeatable success isn’t possible without intimately understanding the components of the model below.


1) Audience research is the key to understanding the buying behaviors of your prospects. It’s the foundation for creating buyer personas and journey maps, as well as connecting pain points to purchasing considerations. In the online space, keyword research can provide insights into a variety of critical audience behaviors, but don’t stop there. Use web analytics to understand how your audience interacts with your website and where improvements can be made. Interviews with subject matter experts and customers will also help you fill in the blanks when pointed questions are used to reveal telling first-hand experience that can be worked into your marketing collateral.

2) Trends research is more or less exactly what it sounds like: an analysis of topical trends in your space. When done correctly, this research will show pathways to success by finding angles and opportunities for your organization to make its voice heard in the ongoing dialogue with prospects and customers. Tools like Google Trends and BuzzSumo will allow you to identify popular articles, trending topics, compelling questions, industry influencers and commonly cited resources in your space.

3) Media research will allow you to determine the top online media outlets and influencers in your space, an essential first step for your building your promotion plan. Creating a profile for your target media outlets (as well as your target audiences) will better inform your subsequent content creation efforts, too. Tools like Followerwonk, Cision and Anewstip will help you analyze industry publications, subject matter experts, influencers and social engagement metrics to glean insights for your own content marketing efforts. 

4) Competitive research is a mixture of qualitative and quantitative data to understand the story each competitor tells and then identify how those stories resonate with your target audience. By picking up on your competitors’ strengths and weaknesses, you’ll be able to identify opportunities and threats for your own organization. Content inventories, local SEO evaluations and site audits will help you identify new middle- and bottom-of-the-funnel opportunities for content. Additionally, tools like Screaming Frog, SEMrush and Google’s Keyword Planner will allow you to find keyword gap opportunities that competitors aren’t taking advantage of.  

Build a Research-Backed Foundation for All Your Content Marketing Efforts

The short of it is this: most content marketers struggle to create content that’s engaging. However, by building a solid foundation of research from which to launch all your content marketing campaigns, you can mitigate, if not eliminate, the risk of failure entirely.

There are countless research tools and tactics that can be used to build the audience, trends, media and competitive assessments that will guide your content marketing efforts far into the future. Relevance has curated 19 of the most effective tactics and 12 of the best tools for you in our new Quick Guide for Content Marketing Research, a short read that you can print out and keep right at your desk.

Regardless of your content marketing KPIs, the consequences of under performance are the same across the board: wasted time and wasted budget. With the right research, you can rest assured that you’ll be using your time and money wisely. The four-pronged framework provided in the guide is an excellent place for all content marketers to start.

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How to Use Analytics to Get a Promotion: 10 Metrics That’ll Help Your Cause


The sad truth is this: You can work really hard, check all the boxes, come in early and stay late, and still not earn the promotion you want. What's missing? What do you need to do to actually show your boss you've earned it?

An important part of justifying a promotion is showing your value through metrics. If you can tell a story to your boss using data -- your value in leads or revenue generated for the company -- then you'll make a much more compelling case for why you deserve a promotion.

Let's look at which metrics can help you show your work in certain areas. (For all you HubSpot customers, we'll go over how to find them in HubSpot, too.)

1) Track Lead Sources

Once a marketer creates a piece of content, their work isn't done. The next step is promoting that piece of content on various channels to drive leads for their sales team. The burning question is: Where's the best place or places to promote the content?

Tracking the original source that your leads come from is key in figuring out your most effective promotion channels -- whether it's social media, email marketing, organic search, or something else.

As a marketer, to show you've earned a promotion, you need to show your boss that you're hitting your lead generation goals. These goals are what drives your business. After you generate leads, they go to the sales team and ultimately turn into revenue. Showing you're consistently hitting your lead goals will be important when you make your case.

To do this in HubSpot:

In your Sources report, you'll see how many leads you are generating as a result of different channels. Use this to make sure you are on track to hitting your goals.


2) Use Tracking URLs

Depending on the software you use, you may not always have built-in tracking for your content. Even if you do, there are times when you need to work on an offline campaign -- like a tradeshow -- where it isn't as easy to track contacts you met who then visited your website.

This is where tracking URLs come in. Tracking URLs allow you to differentiate how people found your website based on UTM parameters in the URL. These parameters can show what channel a contact came from as well as what campaign they were a part of. (Learn more about them in this blog post.)

An experienced marketer understands the impact that offline and online campaigns have on their goals. It isn't always easy to track everything that happens offline, but it is possible. If you can show the impact of your online and offline campaigns -- and why you are investing time and resources in each of them -- it'll showcase your ability to use your time and resources properly.

To do this in HubSpot:

Go to "Reports Home" and select Tracking URL Builder on the right-hand side. There, you can create as many tracking URLs as you'd like. (Alternatively, you can create them with Google's Tracking URL Builder.)


3) Score Your Leads

Not all leads are treated equally. Some are much more likely to close than others. You can qualify your leads based on whether or not they share similarities with other leads that have closed into customers -- a process we call lead scoring. Lead scoring allows you to give each lead in your database a score based on certain characteristics. For example, if you know a certain title or industry is more likely to close, you can give your leads five points. If you know that contacts with .edu email addresses are less likely to close, you can subtract points from your leads score for those contacts.

The best thing about lead scoring? You can pass along that information to your sales team to help them prioritize their time and get in touch with the leads that are more likely to close. Not only does this drive higher revenue for your company, but this promotes sales and marketing alignment. Driving revenue and alignment among departments is a great reason to give a promotion.

To do this in HubSpot:

Go into "Contacts Settings." Click on "Custom Lead Scoring" and you'll see the option to create your lead scoring criteria.

lead score

4) Report on Your Revenue

Marketers are responsible for generating leads for their sales team. But in order to figure out whether or not these are quality leads, a marketer needs to understand how the leads are impacting the company’s bottom line. After all, you can generate thousands and thousands of leads, but if the majority of them don’t close, something needs to change in your marketing.

That's where revenue reporting comes in. Revenue reporting allows you to tie revenue numbers back to the promotional channels or marketing activities that you are working on. For example, you can tie revenue back to a piece of content or a marketing channel.

Marketers are often measured based on lead generation. But, ultimately, those leads turn into revenue for a business. Take that extra step by showing your boss how your work affects revenue for the company.

To do this in HubSpot:

Go to "Reports Home" and select a Contacts or Companies Report. (For more details on how to run a report like this, see this blog post.)

revenue report

5) Identify the Content that Drives Conversions

When deciding what content to prioritize, it's important to look at more than just the views of content. You need to figure out which content drives your conversions -- and you can do that by looking at your attribution reports.

Attribution reports show you which content or marketing channels drive conversions throughout your entire funnel. If you want to see the content that drives lead conversions, you can do that. If you want to see the content that drives MQL conversions, you can do that, too.

Show attribution reports to your boss to show her that you know how to prioritize what you and your team focuses on.

To do this in HubSpot:

Go to "Reports Home" and select "Create a new report." Choose "Attribution Report." (For more details on how to run a report like this, read this blog post.)

attribution report

6) Don't Treat All Leads Equally

Lead Scoring will help you see what leads are the most qualified. But once you have that subset of leads vs. marketing qualified leads vs. leads that are not qualified, you need to strategically think about how to nurture them differently. Most of your leads will still need to be nurtured into a more qualified stage whereas your marketing qualified leads need to be nurtured with more product-centric information.

Figuring out a way to scale how you nurture your leads and marketing qualified leads is a great way to show you deserve a promotion. If you're going to move up in your career, you need to understand how to scale the work you are doing. That may mean setting up a process or automated workflow to nurture your leads or marketing qualified leads. Or, it may mean another way that you are achieving the same or better results with less time and effort put into it. Think about ways that you can scale your work to earn that next promotion.

To do this in HubSpot:

As soon as you log into HubSpot, you'll see the number of leads and marketing qualified leads you have right on the dashboard.


7) See How Your Blog Subscribers Grow Over Time

When we think about the important blog metrics, we often think about the number of visits coming to our blog posts and the number of leads generated. However, blog subscribers is a key metric that should not be overlooked. Without blog subscribers, a lot is missing: You have less visits to your content; you have a smaller chance of your regular readers promoting your content on social channels; and it's ultimately harder to grow your blog.

Focusing on growing your blog subscribers is a great way to show how you are thinking long-term about the success of your blog. While you are most likely working on projects to impact the blog short-term, having the foresight to know what needs to be done to make your blog successful in the future is key and deserving of a promotion.

To do this in HubSpot:

Go to the blog dashboard. Here, you can toggle the dashboard from views to subscribers (by clicking "Subscribers" in the top right-hand corner of the dashboard) so you can see how you're tracking against the previous month's blog subscribers.


8) Understand What External Content Drives Conversions

Some attribution reports will help you analyze which pieces of content on your website is driving conversions. With others you can see what marketing channels are driving conversions to your website. But there's also a third option: understanding what external content drives conversions to your website. This is key to see what external relationships should be nurtured and what websites may be linking to your content.

Understanding the importance of external content and relationships in addition to the content on your own website can help you strengthen your case for getting a promotion. It showcases a deep knowledge of the industry and whom you should make connections with. It also shows what relationships you may want your PR team to focus on. This can make a huge difference between a good marketer and a great marketer.

To do this in HubSpot:

You can follow the same steps from the this blog post on running reports for your blog leads (mentioned in #5) -- except this time, select "By referrer" and "All interactions" when you go into your Attribution Report options.


9) Lead-to-Customer Conversion Rates

One of the most important metrics for any marketer is the lead-to-customer conversion rate. This number shows whether you're generating the right amount of leads in comparison to how many customers you are closing. If your lead-to-customer conversion rate is extremely low, it's a good indication that you aren't generating high quality leads and may need to adjust your strategy. You should look at this metric as a whole but also broken down by channel and specific pieces of content.

Why is this important for showing you deserve a promotion? It helps your boss understand how you're approaching your marketing strategy -- specifically, by showing which channels and pieces of content have high lead-to-customer conversion rates.

To do this in HubSpot:

Go to your Sources report to see the lead to customer conversion rate by different marketing channels.


10) Track Behavior On Your Website

When a lead comes to your website, you can see which pages they visit and which forms they fill out. But what about what links they click? And how they get from one page to another?

In addition to the information your leads provide to you on forms, you also want to take into account behavioral actions they take on your website. Even though they aren't giving you this information, this is important to understand how they are interacting with your website.

Segmenting based on behavior on your website, not just information on a form shows that you approach your marketing in a unique way. While most marketers rely on the information that is given to them in forms, you show you can take it to the next level by combining with other types of data. Your boss will recognize your ability to think outside of the box, experiment, and analyze data.

To do this in HubSpot:

Install our Events Bookmarklet, which allows you to track clicks on any webpage without installing any code. (For more details on how to use this app, read this blog post.)


What other metrics do you think are a good indication of getting that next promotion?

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Back to the Future: How Accurate Were The Movie’s Predictions for 2015? [Infographic]


Mark your calendars: October 21, 2015 is "Back to the Future Day."

Why? The date of Marty McFly and Doc Brown's visit to the future in the second movie in the Back to the Future trilogy has finally caught up with us. And now we get to compare what the writers and producers thought would be true in 2015 with what actually came true.

According to the movie, the year 2015 is filled with flying cars, hoverboards, and robots. In some cases, the predictions weren't so far off. In other cases, they were way off the mark. (Ahem, fax machines?)

So how accurate were the movie's predictions? Check out the infographic below to find out. 


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learn more about INBOUND 2015

How #Ramadan unfolded on Twitter

This weekend over 1.6 billion people across the world celebrated Eid al Fitr / Lebaran and the end of Ramadan. Throughout the month, Twitter provided a unique platform for people across the world to come together and celebrate Ramadan.

This heat map shows the global conversation around Ramadan that took place on Twitter during the past month.


Throughout Ramadan, there were over 8.4 billion impressions of Tweets about Ramadan on Twitter and syndicated across the web.

Amid all of the great Ramadan content on Twitter, Rotana (@Khalejiatv) gave people around the world an exclusive and real-time look into Mecca (or Makkah), thanks to Periscope. Viewers were able to experience key moments as they happened, such as daily and evening prayers.

Indonesia, the largest Muslim-populated country, celebrated the month by sharing Ramadan-related content, as well as sending greetings to family, friends and loved ones.

Indonesians also celebrated #Eid / #Lebaran by sharing moments with family through Periscope.

Explore this collection of Tweets from around the world to see how many celebrated Eid.

Facebook, Apple, YouTube & More: What 9 Famous Sites Used to Look Like [Infographic]


This post originally appeared on HubSpot's Agency Post. To read more content like this, subscribe to Agency Post.

Between the bowl cuts and missing teeth, there's nothing quite worse than looking back on a pile of your old school photos.

Did I honestly think that pink scrunchie was a good idea?

But the truth is, almost everyone has an awkward phase they'd like to forget -- even well-known companies like Apple and Google. If you take a look back at the original websites of some of today's most successful companies, it becomes incredibly clear that things really do get better with age (and the advancement of technology).

Don't believe me? Check out this infographic from Ninja Essays to get a better idea of what these nine popular websites used to look like alongside what they actually look like today.

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How I Got Wooed By Startups As An Intern

hiring My life changed when I got a job at a startup. I was 19 years old and had just finished my first year at the University of Michigan. By some stroke of luck I managed to land a software engineering internship at a venture capital-backed startup called UpTo. Located in downtown Detroit, I actually stayed on with them on and off throughout most of college. Read More

Which Type of Leader Are You? A Look at 6 Distinct Leadership Styles [Infographic]


This post originally appeared on HubSpot's Sales blog. To read more content like this, subscribe to Sales.

It can be a lot of pressure knowing that a team is looking to you to lead the way. When the burden of leadership starts to feel heavy, leaders can sometimes backslide into bad habits instead of consciously living the attitudes they'd like employees to emulate. But it doesn't have to be this way.

Simply becoming aware of what employees look for in a leader can help managers maintain a positive outlook and demonstrate the traits that foster a healthy and productive team.

The following infographic from Business-Management-Degree.net identifies six types of leaders: Authoritative, Affiliative, Democratic, Coaching, Pacesetting, and Coercive. The first four are good archetypes, and the latter two ... not as much. 

Which reigns supreme? According to Harvard Business Review research, authoritative leaders -- those who "mobilize people toward a vision" -- boast the strongest correlation with a positive work environment. However, HBR notes that the best leaders become adept in a variety of different leadership styles.

In addition to reading more about leadership types, dig into the image below to discover what emotional intelligence has to do with leadership and explore the ROI of employee motivation.


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Breastfeeding moms are really excited about a Target policy posted on Facebook


Target is getting a lot of attention — from new moms

When someone posted a picture from Target's employee handbook to a public Facebook group, Breastfeeding Mama Talk, earlier this week, it quickly began turning heads. The photo came from a section outlining the company's breastfeeding policy

More about Facebook, Target, Moms, Us, and Watercooler

People Watch More YouTube Than Ever Before – Especially On Their Phones

youtube_topic - NOT FOR FEATURED IMAGE YouTube is bigger than cable TV. Well, to be more precise, it’s bigger than any single U.S. cable network among the key demographic that includes those ages 18 to 49 – or so said Google during yesterday’s earnings call. The video-sharing network’s heavily engaged user base and its traction with mobile consumers were among the highlights discussed during the… Read More
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