Google, Microsoft, Mozilla And Others Team Up To Launch WebAssembly, A New Binary Format For The Web
Gaze upon the cowboy boot sandals and weep, America.
For anyone out there who loves their cowboy boots but can't stand the summer heat, you can now give your shoes to a cobbler in Missouri who will turn them into ultimate accessory.
See also: Sorry guys, beards are over
According to a study by Hearts and Wallets, there is a significant gap in trust between consumers and financial institutions.
In fact, only one in five investors reported that they actually trust their financial advisor.
While it's easy for personality and passion to get lost in financial jargon and disclaimers, it's clear that advisors need to refocus their approach if they want to attract and keep clients.
In an effort to communicate their trustworthiness, a few brave advisors are carving out a new path that embraces uniqueness and authenticity while remaining compliant. With the help of online platforms like LinkedIn, Twitter, Facebook, and blogging, these advisors are creating opportunities to build more meaningful relationships with current and potential finance clients.
To learn more about this approach, check out these five tips and tricks for using online communication to prove that you're a financial advisor people actually want to do business with.
5 Tips to Help Financial Advisors Stand Out Online
1) Drop the financial speak.
Often times, the standard financial terminology found on advisor websites and brochures is more likely to alienate potential clients than attract them. So while you may think that "financial speak" will help you come across as knowledgeable, it's important to note that it actually puts you at risk of sounding stiff and unapproachable.
The simple truth is that consumers don't want to feel stupid. When it comes time to discuss their retirement and wealth management, they want to do it in layman's terms to avoid confusion or potential missteps.
With that said, you should focus on bringing warmth to the conversation through more personal engagements. This will help you to make an emotional connection, build trust, and differentiate yourself from everyone else.
“Think about this truth: Our customers don’t care about our products or services; they care about themselves. If we buy into this, then we must also accept that the majority of the information we produce for marketing purposes cannot be about ourselves," explains Joe Pulizzi, founder of Content Marketing Institute.
"Our content must be based on fulfilling our customers’ needs and interests, so that they come to build a trusted and emotional connection with our brands.”
Takeaway: In your outreach to clients, both current and potential, tell them something about you -- your passions, purpose, and what makes you unique. When you show that you're willing to open up a bit, it will be much easier for them to trust you.
2) Make a great first impression online.
Like it or not, these days your first impression is happening online. In fact, five million affluent investors use social media to research financial decisions, according to a study done by Market Strategies International.
This means that your presence on social media -- LinkedIn, Twitter, Facebook -- is now being evaluated by your potential clients. And if they're turning to your social accounts before responding to your email or answering your call, a bland presence could hurt your odds of hearing back from them.
With 70% of investors having reallocated investments or changed relationships with investment providers based on content found through social media, this isn't something that advisors should be taking lightly.
Takeaway: Investing in your personal presence online is a great investment in your business.
3) Don’t sacrifice personality to stay compliant.
When developing your personal presence online, it’s important not to let compliance fears depersonalize your language. While you want to be sure that you're not raising any red flags, the following tips are designed to help you avoid complications while communicating with personality.
Avoid Making Recommendations on Facebook, Twitter, and LinkedIn.
One of the most overlooked social media risks that financial advisors need to watch out for is “endorsing” content. This includes liking on Facebook or LinkedIn and favoriting or retweeting on Twitter.
FINRA’s Regulatory Notice 10-06 states that these actions could constitute an endorsement, which means that the advisor adopts whatever is being said as his or her own. To avoid any confusion, some advisors have included disclaimer information on their personal social media accounts that clearly state that content shared or actions taken on their account do not necessarily reflect the views of their employer.
If you intend to communicate through social media sites, you must first ensure that you can retain records of those communications, as required by FINRA Rule 3110. Similar to how you retain emails, you must archive all social media activities and avoid deleting any interactions. While there are currently no official regulations for how long the records need to be kept, many firms archive their content for a minimum of three years.
If you’re looking for an archiving software, HearsaySocial, Socialware, PageFreezer, or Smarsh are all great places to start. However, you'll want to spend some time to find the one that works best for your needs and budget. (When you partner with Creelio to create custom content in your voice for your blog and social media posts, we also archive every piece of content that we develop and post for you.)
Include Proper Disclaimers When Promoting.
It remains a fundamental requirement that all of your communications are fair, clear, and not misleading.
All promotions for financial investments must be identified as such (this is commonly done with an “#ad” designation). Also, be sure to include the related disclaimers and risk warnings when appropriate. You want to treat any promotion on social media the same as you would a traditional print promotion.
Takeaway: Use your common sense -- if you wouldn’t say it to a client, you probably shouldn’t publish it online. It’s better to be safe than sorry. Besides, your potential clients may not want to read about your promotion anyway.
4) Be authentically you.
Now that fear of compliance is out of your way, you can get started on the fun part: learning how to convey your unique personality online. To help you get a handle on how to position yourself in an online setting, make note of the following advice.
Share Your Story.
According to a study by GroSocial, 82% of consumers trust a brand more when their executives are active on social media.
Social media provides you with the opportunity to connect with your community of current and potential clients on a more personal level. By helping them see that you are real person with real interests, motivations, and passions, you start building real trust.
If you're looking for a social media role model, Manisha Thakor really gets it. Her passion for educating women to become financially literate is evident in her blogging, speaking engagements, and consulting work. Not to mention, her personality shines through in her 10 Things to Know about ‘Personal Manisha’ sidebar.
Most people in the financial industry are worried about saying something that alienates potential clients. But here’s the thing: When you attempt to appeal to everyone, you wind up appealing to no one.
The best thing you can do on social media is just be yourself. Being authentic means being a little bit vulnerable and telling the story of who you are and what you value. This kind of storytelling creates an invaluable dialogue with your community.
Josh Brown is an excellent example of someone who is unabashedly himself online. His Twitter feed ranges from updates about his kids to harsh indictments of fraud. He is enthusiastic, excited, and passionate about his work, and that's all people need to know to follow him. (With more than 100,000 followers, he's clearly doing something right.)
Engage With Your Followers.
Social media was built for, well, being social. Finding, connecting, relating, and providing value to people should be your goal -- not just advertising yourself.
Just as you might take the time to have coffee or lunch with a prospective client, take time to engage and talk with your social media followers. In time, they’ll become some of your most avid clients and brand ambassadors.
Jude Boudreaux is another one who understands that social media is not just about you. His rule of thumb comes from Chris Brogan’s book, Trust Agents, which states that for every one thing you share about you, you should have 19 other interactions -- whether that’s responding to somebody else’s tweet, sharing news unrelated to your business, educating with must-read articles, etc.Takeaway: The only person who gets to be you is YOU. Don’t be afraid to show your followers who you really are, as this will help you build more authentic and long-lasting relationships.
5) Just get started.
If you're worried about getting started with social media and blogging, rest assure that the first step is the hardest. Once you put yourself out there, you'll find that it's easy to gauge the performance of your posts and uncover feedback regarding whether or not your message is resonating. From here, you can adjust your strategy accordingly until you feel comfortable with your interactions.
Since you’re likely already using LinkedIn to connect with your professional network, it serves as a great starting point. The professional platform allows you to tell people who you are and share content in both short and long-form posts. The ability to write longer posts (500-750 words) is especially helpful for those who have not yet started a blog or a website. Not to mention, you already have a built in network to share your thoughts with.
Once you master LinkedIn, we at Creelio recommend that you tackle Twitter next. It’s a great networking tool, and you can tag other Twitter handles and utilize hashtags (e.g., #FinancialServices, #WealthManagement) to lead more eyes to your content. In an effort to get the content you share noticed, be sure to focus on making connections and promoting other people's content as well as your own.
Takeaway: Baby steps are fine when you are getting started with online communication. Take your first step, get some feedback, and then take your second step. Follow this advice and you’ll have the hang of it in no time.
The Bottom Line
Taking the first step towards an engaging online presence can be difficult, but the benefits far outweigh the risks.
Adding content that reflects who you are to your social profiles and your website will allow you to express yourself in a way that sets you apart from the crowd.
Remember: Don't be afraid to put your authentic self out there and let the world know that you’re smart, personable, and ready to help. If you do this, we think you’ll be surprised at the following you develop and how these online mediums can help you create invaluable relationships.
If you're a marketer in the finance industry, you'll love HubSpot's Little Book of Inbound for Finance Marketers. Download it here for more tips and tricks tailored specifically to the finance industry.
Sean Parker, billionaire investor and founding Facebook president, seems to think democracy is fundamentally flawed
In theory, America's system of government lets everyone have a say by electing representatives, but the U.S. population's robust growth over the last two centuries means many citizens today aren't aware of what's going on on a local, state or national level. It's a sorry situation that Parker suggested has partly to do with America's political system not taking full advantage of modern communications platforms, such as social media.
Nine months ago, I analyzed a report that would transform not only my role on the HubSpot blogging team, but also the whole blog's editorial strategy. The results have been nothing short of eye-opening. And I'm not just talking about the findings from the report -- I'm also talking about the business results we've generated from the shift we made in our blogging strategy because of those findings.
That shift is an ongoing internal project we call "historical optimization." The goal? Update old blog content and generate more traffic and leads from it in the process.
Great for us, right? Hang on -- it's great for you, too. I'm writing about all this because any experienced blogger who's tasked with growing and scaling the results they generate from their blog needs to know about it. The thing is, no one is really talking about it ... yet.
As a result of HubSpot's ongoing historical optimization, we've been able to generate way more value from content we've published in the past. As a matter of fact ...
We've more than doubled the number of monthly leads generated by the old posts we've optimized.
We've increased the number of monthly organic search views of old posts we've optimized by an average of 106%.
So I'm going to tell you the story of the historical optimization project, explain what we've done to achieve those results, and touch on how you can do it, too. And for even more in-depth information about how to do historical optimization yourself, we've created a whole ebook on the subject. Download it here for free.
What Is Historical Optimization?
Simply put, historical optimization means optimizing your "old" blog content so it's fresh, up-to-date, and has the ability to generate even more traffic and conversions than it already does. By "old," I just mean posts that already exist on your blog -- whether you wrote them last month or three years ago.
If you're not sure whether it really has a place in your blogging strategy, let me tell you the story about how our focus on historical optimization came to be and why we realized it was so important.
Attribution Reports enabled us to better determine how many new leads each of our individual blog posts directly generated. And since I'm responsible for the optimization and growth of HubSpot's core blogs, I started analyzing our Attribution Reports as soon as I could, hoping to discover some actionable nuggets of wisdom my team could use in one way or another.
Discoveries From the Attribution Report Analysis
My Attribution Report analysis was an attempt to determine which of our blog posts were the most influential in generating leads -- which posts got the most visitors to click on a call-to-action within the post and convert on the landing page it directed them to. In other words, use last touch attribution to figure out exactly which posts directly resulted in lead generation.
When I came out from the other side of that analysis, this is what I'd discovered:
76% of our monthly blog views came from "old" posts (in other words, posts published prior to that month).
92% of our monthly blog leads also came from "old" posts.
So essentially, if the whole blogging team went on vacation for a month, we'd still generate 76% of the traffic and 92% of the leads we would've otherwise generated by also publishing new content. That may sound like an oversimplification, but still ... nuts, right?
Here's another crazy tidbit I learned:
46% of our monthly blog leads came from just 30 individual blog posts.
I'll let that sink in a little.
Now what if I also told you we publish about 200 new posts every month, and at that time, we had accumulated nearly 6,000 total posts on our blog?
Here's some perspective. The pie chart on the left shows the distribution of monthly leads we were generating, and the pie chart on the right shows the distribution of posts we had on our blog.
This seems pretty crazy, right?
Our Light Bulb Moment: Optimizing the Past
What's funny is, this shouldn't have been as surprising as it was. In fact, it's exactly what you'd expect to happen as an inbound marketer. Getting recurring, lasting value from old content is one of the main benefits of blogging. And the traffic sources for our top lead-generating posts supported it -- these were all posts that were generating a lot of traffic from organic search month after month after month.
Once the sticker shock of all these findings wore off, we had to decide what to do with this newfound data and information. While we knew we couldn't just stop creating new content (after all, "new" eventually becomes "old"), it was clear we needed to make a change in our blogging strategy.
We came to two conclusions that have become the core components of the historical optimization project:
1) Figure out how to get more leads from our high-traffic but low-converting blog posts (AKA Historical Blog Conversion Optimization).
Being able to identify which posts were our top lead generators meant we could also identify which posts were our worst lead generators. Coupled with traffic data, we were able to determine which posts were generating a lot of traffic but had low conversion rates -- and potentially generate a lot more leads from content we already have by improving those conversion rates.
2) Figure out how to get more traffic to our high-converting posts (AKA Historical Blog Search Engine Optimization).
On the flip side, we also knew there were posts that converted well but weren't getting a lot of traffic month after month. If we could search engine optimize those high-converting posts, we could potentially get them to rank better and generate more traffic that we already know would convert well.
In other words, we should stop focusing only on brand new content, and try to get more traffic and leads out of the content we already have -- we should optimize the past.
And with that, the historical optimization project was born.
Why Historical Optimization Is More Important Now Than Ever Before
These days, we have a content overload problem. Just take a look at the graph below, which shows the number of new blog posts published on the WordPress blogging platform each month since October 2006. 58 million in May! And that's just on WordPress -- it doesn't even take into consideration the posts published on other blogging platforms like HubSpot's.
As more and more businesses have started buying into the importance of content marketing, more and more businesses are creating content. And as the supply increases, so does the competition for getting that content found online.
According to Paul Hewerdine of B2B marketing agency Earnest (via Forrester's 2014 report on building the case for content marketing), the problem is that "the supply of content is growing, but demand is static." In other words, the people on the receiving end of all this content are only going to consume so much. Their demand isn't growing with the supply.
The result, according to that same Forrester report, is that an estimated 50% of content from enterprises is going completely unused. So for marketers who have been blogging consistently for a while and are being tasked with growing and scaling their blogs, the answer can't just be to increase content production proportionally to the growth goals they need to achieve.
This is why historical optimization becomes so important. Not only is it a way to get more out of the content you already have; but it's also a way to get a leg up on such a competitive content landscape. And last, but certainly not least, it's a way to deliver even more value to the people reading your content. After all, if people are going to continue finding your older content through search engines, don’t you want it to be fresh and up-to-date?
Okay ... so how did we achieve those results I mentioned at the top of this article?
Historical Blog Conversion Optimization
We tackled the conversion optimization piece of the project first (figuring out how to get more leads from our high-traffic posts by improving their view-to-lead conversion rates). While we'd done some conversion optimization of old content in the past, without the Attribution Report, we had no way of knowing whether the changes we were making directly improved their conversion rates. Now we did!
The Playbook: Keyword-Based Conversion Rate Optimization
The very first thing we tried was conversion rate optimization based on offer relevancy -- in other words, pairing the most relevant offer we had with the subject matter of the post. This is exactly how we approach call-to-action (CTA) selection for brand new posts, but the idea was that as we've expanded our library of marketing offers over the years, we may now have a more relevant and/or better performing offer than we did when we first published the blog post.
The results of this approach were hit or miss: Sometimes we'd improve the conversion rate, sometimes it'd stay about the same, and in some cases, the conversion rate would actually decrease. The reason was that this approach was purely a guessing game -- it was based on assumptions about what the blog post's visitors were looking for.
What we needed was an approach based on data, not assumptions. So then we thought, what if we focus on the specific keywords people were using to find these posts? Knowing that the primary referral source of traffic to these posts was search engines like Google, we figured we could much more accurately understand and satisfy the needs of our blog visitors by matching the offer we promoted in the post with the keywords people were using to find it.
In other words, get inside searchers' heads and give the people what they really want.
So we tried it on one of our highest-traffic posts, which ranked highly for the keywords "how to write a press release" and "press release template."
Using this keyword-based conversion optimization methodology, we increased the conversion rate of the post by 240%. In other words, this post generates 3X more leads now than it did before we conversion optimized it. Then we tried it on 12 more of our top-trafficked posts, and we doubled the number of leads we generated from them.
In fact, of the 75 posts we've conversion optimized using this method, we've increased the conversion rate on every single one.
So how did we do it?
How to Conversion Optimize Old Blog Posts Based on Keywords
I'm going to provide a brief explanation of how to execute keyword-based conversion optimization, but if you're looking for a more in-depth explanation, download our free ebook about historical optimization here. It explains each of the steps outlined below in much greater detail, and also provides a visual example of exactly what we do to posts we conversion optimize in this way.
- Step 1: Export your blog analytics to identify your top-viewed "old" blog posts.
- Step 2: Identify which keywords each post is getting found for using a combination of keyword research and a keyword tracking tool like HubSpot's. Then prioritize your keyword list based on the one or two keywords the majority of each post's traffic seems to be coming from.
- Step 3: Conversion optimize your posts using the target keywords identified in Step 2, incorporating those exact keyword phrase(s) into your posts' calls-to-action (CTAs).
Historical Blog Search Engine Optimization
The next part of the historical optimization project we tackled was search engine optimization. If you remember, the goal of historical search engine optimization is to improve the search rankings for posts that already convert well but aren't getting a lot of traffic from search. More traffic to these high-converting posts could result in more leads.
Someone once said (honestly, no one can figure out who to give credit to), "The best place to hide a dead body is page two of Google." If you're not sure what I mean by that, take a look at the following chart from a 2014 study conducted by Advanced Web Ranking, which shows the clickthrough rates of specific organic search ranking positions in Google:
This chart shows that on average, results on page one of Google get 71% of the clicks. Results on pages two and three, on the other hand, only get about 6%. Furthermore, the first five positions on page one of Google get 68% of all clicks.
In other words, if you want to benefit from the lion's share of search traffic for a given keyword, you need to be on page one -- and you need to be near the top. So how do you get your blog posts to the top of page one?
The Playbook: Updating and Republishing Old Blog Posts
Since inbound links is still one of the most important ranking factors, our first thought was to use guest blogging as a way to generate more inbound links to the content we wanted to rank better. But considering how difficult that approach would be to scale, we decided to look more closely at the internal assets we had more control over instead.
Over the years, we'd dabbled in updating and republishing old content that had gotten stale and outdated. We targeted posts we knew still generated a lot of organic search traffic month after month, and the goal was primarily to keep this high-traffic content fresh and up-to-date for our search visitors.
Knowing that one of Google's ranking factors rewards freshness, I had a hunch one of the reasons these posts continued to do well was because we kept them updated. So I looked at our analytics to investigate. Sure enough, my hunch seemed to have some truth to it.
This graph shows how one particular blog post's rank has changed over time for the keyword "how to use linkedin." The date highlighted (3/26/2014) shows that this post ranked in the 19th position (i.e. the bottom of page 2) right before we updated it on 3/31/2014. If you look at the graph, it's pretty clear what happened after that.
To me, this looked really promising. What if all we had to do to improve the keyword rankings of our blog posts was update and republish them as new? This would be a much more scalable solution for us for a number of reasons:
- We can update and republish posts a few posts per week.
- It supports more than one blogging team goal: historical optimization and new content creation.
- It replaces a new slot on our editorial calendar.
- It’s often less work than creating a brand new post from scratch.
Not only that -- it also makes for a better user experience for our organic search visitors. Instead of coming across content in search that is stale and outdated, they'd find fresh, up-to-date, and more valuable content. Now that's what I like to call a win-win.
So we decided to try it with a few posts.
The chart below shows a sampling of six blog posts we've updated and republished. We used views generated from organic search as our primary KPI, because if the keyword ranking(s) for these posts improved as a result of the update, it would manifest as an increase in organic search views.
The "before" bars are a representation of the monthly views the posts generated from organic search before the updates, and the "after" bars represent the monthly views the posts generated from organic search after the updates. It's worth noting that we also waited a period of 30 days in between the "before" and "after" time frames to give Google some time to improve the ranking of the post based on the update.
In every instance, we improved the number of monthly views these posts generated from organic search. And using HubSpot, for each of these posts, we can also dig into the individual keywords they're ranking for and see how these rankings have improved as a result of the post update.
Based on this initial success, post updates are now a regular part of our blogging editorial strategy. We've incorporated about 2-3 post updates per week since we started scaling this project, and as we pointed out earlier, we've increased the number of monthly organic search views to posts we update and republish by an average of 106%.
And considering we also run the keyword-based conversion optimization playbook on all the posts we update and republish, we've also tripled the number of monthly leads we've generated from posts we've updated and republished.
Why Updating and Republishing Old Blog Content Leads to Better Search Rankings
If you're curious why this approach works so well, here are a few reasons:
- Google rewards freshness. So do searchers. As I mentioned earlier, in 2011 Google introduced a freshness factor into its ranking algorithm. It makes perfect sense -- high-quality, valuable content that's fresh and up-to-date is exactly what Google wants to surface to searchers. Simple enough, right? But I also want to share a little anecdote with you: When we were doing some usability testing of our most recent blog redesign, one of our testers mentioned that she consciously considers the publish date listed in search engine results pages (SERPs) for results she's considering clicking. She mentioned that she'll automatically disregard outdated results for fresher ones. Nod your head if you do the same thing. Case in point.
- You're building off the existing search authority the post has already accumulated. In other words, you're starting with a post that already has some degree of page authority, rather than starting completely from scratch.
- New visits naturally lead to new social shares and inbound links. By re-promoting your updated blog posts to your blog subscribers, social media followers, etc., you're generating a new surge of traffic from additional sources. This naturally leads to an increase in social shares and inbound links -- both important search ranking factors. This is also what makes it so important for you to have a substantial number of social media followers and blog subscribers -- the greater your reach, the more impactful your results will be.
Want to take advantage of this approach for yourself? Here's how to do it.
How to Update and Republish Old Blog Posts
While I'll briefly outline how to update and republish old blog content below, if you're looking for a more in-depth explanation, you should download our free ebook about historical optimization here.
- Step 1: Identify blog posts worth updating. Ideally, posts worth updating are outdated or can be improved in some way, and have the potential to rank higher for keywords whose search volume offers a promising opportunity. Our ebook can give you specifics how to do keyword research to determine what keywords a post has the potential to rank better for, as well as other criteria you should be considering when choosing posts to update.
- Step 2: Update the content of the post with the aim of achieving three goals -- accuracy, freshness, and comprehensiveness. In general, you should strive to make enough noticeable improvements to a post that warrant republishing it as new.
- Step 3: Conversion optimize and search engine optimize the post. Put all the keyword research you've done to work by conversion-optimizing the post using the keyword-based method mentioned earlier in this post as well as on-page search engine optimizing it using the keywords you identified in Step 1 above.
- Step 4: Publish your updated post as new by changing the publish date so it's featured as a brand new post on your blog. Then promote your updated content just like you would any brand new post. Email it to your blog subscribers, promote it in social media, and leverage any other promotional channels that work for promoting your content.
Who Should Do Historical Optimization?
Here's the thing: Historical optimization isn't a tactic meant for newer blogs that have only been around for a year or two. It's a tactic best-suited for a blog that's been around for several years, has already tried all the basic blog growth tactics, and is looking for brand new ways to grow. Here's why:
- You need to be generating a significant amount of organic search traffic. Because all of these approaches are mainly based on search traffic data, none of this really works unless you've been blogging long enough to be generating a significant amount of search traffic and have built up decent search authority.
- You need to have built up a critical mass of blog subscribers and social media followers. As I mentioned earlier, one of the reasons post updates perform so well for us is because of the surge of traffic generated by the promotion to our blog subscribers and social media followers. As a result, you'll only generate a significant return on investment if your subscriber and follower base is substantial. So if you're a newer blog, your first and foremost optimization focus should be to build those audiences and expand your reach.
- You need to have a sizable repository of old posts at your disposal. After all, historical optimization only makes sense if you have content worth optimizing.
Don't Sacrifice Creating New Blog Content for Updating Old Content
Before I wrap this up, one final word of caution ....
Historical optimization should be a piece of your overall blogging strategy -- not the whole strategy.
You can't completely give up on creating new blog posts in an attempt to optimize the past. Remember, the old content you're optimizing now was once brand new, and not every new post will turn into an SEO success story. So if you completely forgo new content marketing, you could be shooting your future self in the foot by giving yourself fewer chances to rank for new keywords. You could also miss out on capitalizing on new topics/trends emerging in your industry, as well as opportunities for thought leadership, among other benefits of new content.
That said, only you can decide what the right editorial balance is between updating old content and creating brand new content. As a starting point, audit your old content to determine how many post update opportunities you have. A blog that's been around for several years and has a large repository of content likely has more opportunities than a blog that's only been around for a couple of years.
Keep in mind that historical optimization is an ongoing project -- if it proves successful for you, it should become a permanent tactic in your blogging strategy like it's become for us. To help you track your historical optimization results, we've also included a free tracking template with the download of our historical optimization ebook. Get them both here.
If you're already adopting a historical optimization approach, share your experiences in the comments, and if you're new to historical optimization, give me a shout in the comments with any questions. Good luck optimizing the past!
Calling out other people's grammar mistakes has become a favorite internet pastime.
From news articles and blog posts to emails and tweets, if there's an error in there, someone's going to remark on it. Especially if it's made by a brand. (Hey, we're guilty of it, too.)
And who could blame them? I also feel a certain sense of pride when I find a typo in a popular book. Sometimes I circle it with a pencil -- you know, in case the publisher ever puts out a call for typos and I need to find it easily. You never know.
But here's the thing: Grammatical errors don't necessarily mean the author didn't know better. I could go on for days about the differences between "whether" and "weather" -- and yet, for some reason, that one trips me up on a regular basis, especially when I'm texting.
Why? Because our brains are wired in a way that makes us all susceptible to grammar slip-ups.
Let that sink in for a second. No one is safe from making grammar mistakes -- not even the Chief of the Grammar Police.
In fact, some of the most common grammatical errors don't happen because the writer is being careless; they happen because the writer is focused on their writing at a much higher level than the order of letters in a word.
Let's dig in to why.
It's Not Your Fault
Think about how quickly you need to access words and interpret meaning when writing an email or having a conversation. Our brains don't just stow away every individual word in our vocabularies in enormous storehouses, ready to be called upon, one-by-one, at a moment's notice.
Instead, most linguistic researchers agree that words are stored in groups according to the relationship between words. They call the process "word priming."
How does word priming work?
In a study outlined in David A. Sousa's How the Brain Learns to Read, subjects were presented with pairs of words. The first word was called the "prime," and the second word was called the "target." The prime was always a real word, but subjects were told the target could either be a real word or a non-word (like spretz). In the experiment, researchers showed the subjects the prime and the target, and the subjects had to decide as quickly as possible whether the target was a real word.
In every case, people were much faster and more accurate in making decisions about target words that were related in meaning to the prime (like swan/goose) than they were if the prime and target were unrelated (like tulip/goose).
Researchers suspect the reason it took less time for people to identify related pairs is because these words are actually physically closer to one another among the neurons in the brain, and that related words might be stored together in specific cerebral regions.
Another way of framing our tendency to pair words together is that it simply becomes a habit.
Dr. Tom Stafford, a cognitive psychologist at the University of Sheffield who studied Wikipedia edits to see what they reveal about how the brain processes language, told The Washington Post, "When you first start typing, you don't have any habits. And then as you become fluid, that skill is based on the assemblage of routines that you don't have to think about."
Both sets of research are complementary: Scientists have found that when people form habits (like learning to group related words together), the neurons in their brains can change their firing patterns so that these habits become more automated and take less mental energy when they're repeated.
What does this have to do with grammar mistakes?
Andrew Heisel of The Washington Post uses this example:
"If a friend texts that she’s 'going to a concert' and you want to tell her you’re also going, you might type, 'I’m going, to,' instead of 'I’m going, too.' Your brain is used to hearing the word 'going' followed by the word 'to' (as in going to work/school/etc.) and it just saw the phrase used that way in your friend’s text. Conversely, in sentences that should end with the preposition 'to,' people often write 'too' because that word more frequently concludes a sentence."
We all start out our emails and text messages and tweets with a specific concept we want to express, such as the fact that we're also going to the concert. But when we actually type these concepts out, we unconsciously think about several options (like "going to" vs. "going, too") and pick one. This process happens so quickly that we sometimes select the wrong one.
We're especially prone to error when we're choosing between two words or phrases that sound the same.
“Usually we pay a lot of attention to pronunciation while we’re typing because it’s usually a really good cue how to spell things,” says Maryellen MacDonald, a cognitive psychologist at the University of Madison-Wisconsin. “When someone types ‘Are dog is really cute,’ it’s not that they don’t know the difference between ‘are’ and ‘our’; it’s that the pronunciation of ‘our’ in the mind activated the spelling ‘our’ but also ‘are.’”
This can happen with even the oddest of homophones, like when people mistakenly write "28" when they meant to type "20A." An error like that puts the classic your/you're and there/their mistakes into perspective a little bit more.
Grammar Takes a Back Seat to Meaning
Generalization is the grouping strategy that helps our brains respond quickly to situations similar to one we're already familiar with. It's what helps us take in information, combine it with our habits and past experiences, and then extract meaning from it. And it's fundamental to our ability to communicate.
But, at the same time, it makes us prone to grammatical mistakes no matter how well we can write. Typos aren't usually a result of stupidity or carelessness, Dr. Stafford explains. Instead, they often happen because trying to convey meaning in your writing is actually a very high-level task.
"As with all high-level tasks, your brain generalizes simple, component parts (like turning letters into words and words into sentences) so it can focus on more complex tasks (like combining sentences into complex ideas)," writes Stockton.
Of course, you should still proofread everything and get a fresh pair of eyes to look over your written work. But at least you can rest easier knowing that you made that typo in last week's blog post not because you were ignorant or negligent, but because you were hyper-focused on conveying meaningful information to your readers.
I know I will.
Upselling and cross-selling have obvious benefits for ecommerce companies: bigger revenue. The problem is that savvy buyers see right through the “You may also like…” and often skip the additional purchase. To really see success with your product suggestions, there’s an integral part of the formula: customer delight. When you can convince the buyer that your suggestions are for their benefit, then you can master the art of upselling and cross-selling. So, how can you go about doing that?
Know the Difference
The word “upsell” is applied to pretty much any instance where you suggest (or push) a product in addition to the one being purchased. By knowing the difference between upselling and cross-selling, you put yourself at an advantage.
Upselling is encouraging the purchase of anything that would make the primary product more expensive. For instance, a camera might come with an offer of batteries. A printer purchase might prompt the suggestion for ink. Cross-selling is the suggestion of any other product to be purchased in conjunction with the primary product—a printer suggestion when a computer is purchased or a conditioner suggestion when shampoo is selected.
Know Which Gets Results
You don’t want to bombard your buyers with product suggestions—not when getting them all the way to the checkout page is such a chore to begin with. With limited opportunities to upsell or cross-sell, you want to use the technique that will get the best results.
It’s probably not surprising that upselling works 20 times better than cross-selling. Once buyers have a product in mind, they don’t really want to be distracted by something else. A product or service that makes their first choice better, though? That’s something they can usually get on board with.
Sometimes up-selling isn’t an option, though, like the previous example of shampoo purchases. A cross-selling suggestion could still make that shampoo selection better. With a conditioner, frizz control products, curl enhancing sprays, and other items, you can help the buyer make sure they’re fully happy with their hair after the purchase.
Offer Upsells and Cross-Sells that Make Sense
If you’ve ever been on a site searching for a new throw pillow, only to see a suggestion for an outdoor furniture set, then you know the frustration that buyers often feel. The truth is, it’s hard enough to get those buyers all the way to the finish line as it is. You can’t throw them off course with a suggestion from out of left field.
In fact, the suggestion of an upsell or cross-sell that does fit the original purchase could still derail a purchase. Your suggestion has to fit the buyer’s exact needs at the very moment he or she plans to buy. Otherwise, you could lose it all.
Keep It Honest
We already know buyers can be skittish. If they feel at any point that something’s not quite right, they’ll bolt. The more open and honest and transparent your site is during the purchase process, the more likely those buyers will hang around to finish the purchase.
Some sites keep a running tally of the purchases, which can be accessed at any time. This lets the buyer know how much money has already been spent and maybe let them know they have a bit more in their budget. If that amount is unclear—as in the tax and shipping costs aren’t included—then buyers might get a nasty surprise when it’s time to check out.
If they’re surprised by the actual total, they probably won’t make that upsell purchase. If the actual total really makes them angry, they may not even finish the purchase at all.
With these tips in mind, you just might be able to increase your revenue through upselling and cross-selling. Just remember that these should always come second to the primary purchase and you’ll be just fine.