International Tiger Day is celebrated every year on July 29. First created in 2010, the event, for the past seven years, has been celebrated to raise awareness for tiger conservation. It is also known as World Tiger Day. This year, to further the aim of protecting tigers and their natural habitat, sand artist Sudarsan Pattnaik has created a wonderful sand sculpture. “Today is #InternationalTigerDay. Let us pledge to protect the national animal of India. One of my SandArts,” writes Mr Pattnaik in his tweet, posted about three hours ago. It is followed by a picture of a tiger, sculpted in sand on a beach in Puri, Odisha. See it below:
Santoshi asks Raman (Karan Patel) to give the award to Mrs. Khatri and not Shagun (Anita Hassanandani). Raman apologizes to Shagun. A furious Shagun asks him to back off. Mr. Bhalla and everyone else applaud for Santoshi. Shagun storms out of the venue. Raman scolds Santoshi for ruining his launch. Ishita (Divyanka Tripathi) stops Shagun and apologizes to her. Shagun asks her to shut up and says she knows she has done all this deliberately. She breaks all her relations with Ishita and asks her not to show her face again. Ishita asks Mani to calm her down. He says this time she has crossed all limits and leaves. Ishita gets scared.
Raman scolds Santoshi for ruining everything. He tells her that he doesn’t care what Shagun has done because his launch was more important for him. Ishita comes there and asks him to calm down. She tells Madhu and Santoshi that they should not have went on the stage like this. She tells them that the entire media was present there and they should not have insulted Shangun like this. She reminds them that she is Aaliya’s mother and a part of their family now.Santoshi feels bad to see Ishita thinking about her daughter-in-law Aaliya and not about them. Santoshi says she would not have been saying all this if she would have treated her like a daughter-in-law and not her daughter. Raman asks her to shut up and not create a scene.
Aadi wakes up and gets happy to see that his rashes have reduced. He gets happy to see an apologogy letter with a champaigne. He receives 20 messages from Nikhil and gets furious. Aaliya enters the room and gets shocked to see the chaimpaigne bottle in pieces. She asks Aadi why did he do all this. He shows her all the messages and tells her that Nikhil has uploaded his pictures on social media. Mihika apologizes to everyone for all the drama and tells them that while it’s true it’s Mrs. Khatri who saved the girls’ lives, it was Shagun Arora who shifted the girls from their house to a rehabilitation centre at first place. Santoshi and Madhu get shocked. Raman gets angry. Mihika asks both Shagun and Mrs. Khatri to come on the stage and accept the award. Kiran brings Shagun back on stage, Ishita gets surprised.
Mihika apologizes to Shagun on her family’s behalf. Raman felicitates both Shagun and Mrs. Khatri. Raman whispers in Mihika’s ears and asks her to announce a donation of 2 crores for the NGO. Mihika calls Kiran on the stage and tells everyone that it was her who solved the problem. Ishita gets happy. Roshni sees Ruhi in tension and asks her what’s the matter. Aadi shouts on Aaliya and says he knows Nikhil is doing all this because he scretely likes Aaliya. Aaliya tells him that the pictures have been uploaded by her, by mistake. Ruhi tells Roshni that Riya enjoys bullying everyone because she is herself very sad in her life. Roshni tells Ruhi that maybe she just wants some attention and love. Ruhi thanks her.
Aaliya tells Aadi that she had taken his photographs to send to the doctors but bymistake they got uploaded. She says she will delete them right now. Aadi tells her that he knows she is lying to save Nikhil because she still loves him. She gets upset and asks him to mind his words.She admits that she had a crush on Nikhil during college days but she only loves him, now. Aadi says he is not blind, he can see how she forgets the world when she is with Nikhil. Aaliya says she is leaving him forever. Aadi says she must leaves because he knows she must be regretting marrying him. She says he is right, she would have been more happy if she would have married Nikhil. She says she should have never got married to him as he doesn’t trust her. Nihil gets up and slaps her. Aaliya gets shocked and leaves.
Sam Querrey eliminated a limping Andy Murray from the Wimbledon quarterfinals, beating the defending champion 3-6, 6-4, 6-7 (4), 6-1, 6-1 on Centre Court.
Querrey has now won three consecutive matches in five sets at the All England Club. The 24th-seeded American will next face either Gilles Muller or Marin Cilic in the semifinals on Friday.
Querrey is the first American man to reach the semifinals at a major tournament since Andy Roddick was the Wimbledon runner-up in 2009. Querrey had only ever once before reached the quarterfinals at a Grand Slam tournament, and that came at Wimbledon last year.
Murray, a two-time champion at the All England Club, has now lost his last four five-set matches overall.
One of the main reasons why the Indian side will be under pressure is because their batting hasn’t clicked as a unit. Smriti Mandhana, who had grabbed all the headlines with her brilliant batting at the start, in particular, has failed to continue her good run of form.
Led by skipper Mithali Raj the Indian eves will take on their Australian counterparts on Wednesday at the County Ground, Bristol. This match assumes more importance as it will decide which team will end up as table toppers at the group stage. While both the teams have the same number of wins and losses Australia are ahead courtesy of their net run rate. However, the India eves will be under pressure after losing their last match aginst South Africa by 115 runs. Australia too lost their last match by 3 runs against hosts England.
One of the main reasons why the Indian side will be under pressure is because their batting hasn’t clicked as a unit. Smriti Mandhana, who had grabbed all the headlines with her brilliant batting at the start, has failed to continue her good run of form. The likes of Punam Raut, Harmanpreet Kaur Veda Krishnamurthy haven’t exactly set the tournament on fire either. The bowling, however, has been in a decent run of form and taking wickets at regular intervals. The bowling unit comprising of Ekta Bisht, Shikha Pandey and Jhulan Goswami have all chipped in well and taking wickets. Ekta Bisht, in particular, has been outstanding in the middle-overs.
Meanwhile, the Aussies have looked in outstanding form. Their only defeat came against England. However, the likes of Ellyse Perry, Meg Lanning
will continue to be a threat to the Indian bowling attack. The battle between Goswami and Lanning will be a contest worth watching. The Indian contingent must remember that it has to step up its game otherwise the hopes of making it to the semi-finals might become a distant dream.
Australia Women SquadRachael Haynes, Megan Schutt, Elyse Villani, Alex Blackwell, Alyssa Healy (wk), Meg Lanning (c), Ellyse Perry, Jess Jonassen, Nicole Bolton, Beth Mooney, Kristen Beams, Amanda Wellington, Sarah Aley, Ashleigh Gardner, Belinda Vakarewa
For the record, digital marketing jargon and the pace of it can be overwhelming. To help you swim through, we have consolidated this glossary from various sources. Do let us know if we missed anything and you would like to add it to this list.
A/B Testing: A method used to compare different versions of digital ads or website landing pages in order to determine which one performs better. A typical A/B test for ads involves running the two ads simultaneously and then measuring which version gets a better response from the audience. When running an A/B test, only one element of the ads should be changed at a time. This is because the goal of these tests is to determine which variables generate the best responses from the audience. Once a winner is selected, it is then used as the next control and compared with another version to isolate and identify, the ad element that causes the audience to respond favorably to the ad.
Above the Fold: A term derived from the print advertising industry. It describes the area of a web page that’s visible before the website visitor scrolls down the page. Note: There is no set pixel size for the fold; it will vary depending on the visitor’s screen size and resolution.
Account-based Advertising: One tactic in an account-based marketing (ABM) strategy. It’s the practice of serving display advertising only to specified titles at the target accounts you designate. For example, if you’re marketing a new type of food packaging to General Mills, you might target multiple levels of responsibility, such as Senior Product Manager, Senior Product Marketer, VP of Product Marketing. Only people who work at General Mills and have these titles would be shown your ads.
Ad Audience: The total number of people that have been exposed to or could possibly be exposed to an ad during any specific time period.
Ad Banner: The most common form of digital advertising. These ad units, which include static graphics, videos and/or interactive rich media, are displayed on a web page or in an application.
Ad Click: The action taken when a user interacts with an ad by either clicking on it with their mouse or by pressing enter on their keyboard.
Ad Exchange: A technology-facilitated marketplace that allows Internet publishers and advertisers to buy and sell advertising inventory in real-time auctions. Ad exchanges are a departure from the historical method of buying ad inventory, where advertisers and publishers would enter price negotiations in order to show ads on a particular website. With an ad exchange, an auction is conducted in real-time, providing instantaneous bidding for ad space that’s available across the Internet.
Ad Impressions: The number of times an ad has been served, regardless of whether the user has actually seen or interacted with the ad in any way. (Also see: Ad Serving)
Ad Inventory: Website publishers serve ads to visitors when they visit a web page. The number of potential ads that can be served is considered their ad inventory. For example, if The Gotham Times averages 1,000 visits to their home page in any given week, and they have space for two display ads on their home page, then their potential ad inventory is 2,000 impressions per week.
Ad Network: A vendor that connects advertisers to publishers. Ad networks act as a single point of contact between publishers and advertisers, helping negotiate supply and demand.
Ad Serving: The delivery of an ad from a web server to the end user’s device, where the ads are displayed on a browser or an application.
Ad Targeting: Delivering ads to a pre-selected audience based on various attributes, such as geography, demographics, psychographics, web browsing behavior and past purchases. (Also see: Behavioral Targeting, Contextual Targeting, and Geographic Targeting.)
Ad Unit: A size-and-format specification for an ad. The Interactive Advertising Bureau, a trade association promoting digital ad standard and practices.
Affiliate Marketing: Publishers have websites that get traffic and advertisers want to promote their products to the people who visit those websites. Affiliate marketing is an agreement between a publisher and an advertiser where the publisher receives compensation for every click delivered and/or every sale made of the advertiser’s product or service.
Analytics: Data and statistics about the users of a website and how they interact with the website. Analytics can be used to uncover information about how many people browse a website, how much time they spend on the website and the specific actions they take on the website. This information is then used to target audiences, understand consumer behavior, improve user experience and optimize advertising campaigns.
Attribution: The goal of attribution is to identify which touch, of the many possible, is most (or partially) responsible for a conversion, so ROI can be calculated. First touch, last touch, and multi-touch are common attribution models. For example, a sale might begin with an ad, lead to an email campaign, and end with a phone call from a sales person. With first-touch attribution, the ad would get the entire credit for the sale. With last-touch, the phone call gets all the credit. With multi-touch, the ad, the email and the phone call each get partial credit.
Behavioral Targeting: Targeting an ad audience based on their previous online behavior, including but not limited to websites visited, online searches, and purchases.
For example, if you visit a product page on the Act-On website that might indicate that you’re interested in marketing automation. Given your apparent interest in Act-On, behavioral targeting could be used to show Act-On ads on other websites while you’re visiting them. It’s a way to ensure the advertiser is running relevant ads targeting people who have a seeming interest in their products or services.
Bounce Rate: A “bounce” is a website visit in which the visitor looked only at the single page they landed on, did not interact with it, and then left the site. The “bounce rate” expresses such visits as a percentage of the total visitor sessions, within a specific time frame.
Brand Awareness: The extent or level to which a potential consumer can recall and identify a particular product or service. Increased brand awareness is one of the two customary important goals for a digital advertising campaign (the other being a conversion of some kind).
Browser: A software program with a graphical interface that people use to navigate all the information available on the World Wide Web. Examples include Firefox, Chrome, and Internet Explorer.
Call to Action (CTA): A phrase included within an ad, or a graphic element such as a button, which invites the audience to take a certain action. Examples include phrases such as “Click to Read More,” “Download Your Free eBook Now,” or “Click Here.”
Channel: A distribution method; In advertising, it’s an outlet used by advertisers to reach audiences, such as direct mail or radio. Digital advertising includes channels such as display advertising, social media advertising, and mobile in-app advertising.
Clickthrough Rate (CTR): Expressed as a percentage of total impressions, this statistic shows how often people who are served an ad end up clicking on it. An ad’s CTR is calculated by dividing the number of clicks an ad received by the number of times it’s been served, then converting that into a percentage. For example, if an ad received 5 clicks and was shown 1000 times, the CTR is 0.5%. The higher the CTR on an ad, the better it’s performing.
Contextual Targeting: Selecting audiences based on the type of content being displayed on a particular webpage.
Conversion: When launching a campaign, advertisers select a specific action or set of actions they want audiences to take. Each time a member of the audience takes this action, it is counted as a conversion. Conversions include actions such as signing up for a newsletter, or making a purchase on a website.
Conversion Pixel: A 1×1 image pixel placed on a web page (such as a thank-you page) which is triggered whenever a conversion occurs. Usually transparent.
Conversion Rate: Expressed as a percentage, a conversion rate can be calculated in two ways:
The first is by the taking the number of users who completed the conversion and dividing it by the total number of impressions served.
The second, more common way, is by taking the number of users who completed the conversion and dividing it by the total number of users who clicked on the ad.
Conversion Tracking: Monitoring how many conversions have occurred during any specific time period, and analyzing which ads led to the conversions.
Cookie: Information stored on a website visitor’s browser. A cookie tracks the visitor’s movement on the website and is used to remember the visitor’s behavior and preferences. These do not transfer across browsers.
Copy: Text in an ad, or text written to be delivered audibly.
Cost per Acquisition: The cost of acquiring one customer. Typically calculated by dividing the total amount spent on an advertising campaign by the number of customers acquired through that campaign.
Cost per Click (CPC): How much an advertiser pays, on average, for each ad click. CPC is calculated by dividing the total amount spent on a campaign by the number of clicks generated.
Cost per Lead (CPL): How much an advertiser pays, on average, for each ad click that results in a lead conversion. CPL is calculated by dividing the total amount spent on a campaign by the number of leads generated.
Cost per Thousand (CPM): Metric that shows how much it costs to serve 1,000 ad impressions. Also used as a standard measure for buying display ads, as inventory is generally sold on a CPM basis.
Cross-Device Targeting: Serving the same buyer targeted ads across multiple devices. Cross-device targeting allows advertisers to reach their audiences in a sequential, repetitive manner regardless of the device they’re on, whether it’s a tablet, desktop or smartphone. This has a similar effect to the old-school tactics of gaining reach and frequency through using a range of channels such as radio + newspaper + billboards + direct mail.
Demand-Side Platform (DSP): A system that allows advertisers to bid for and purchase inventory from multiple ad exchanges, through one single interface.
Direct Response: A campaign or ad specifically created to encourage audiences to take immediate action.
Display Advertising: A digital advertising format where graphic ads are shown on a web page. The term originated in newspapers, and the principles still apply. Display ads can be graphics, videos, interactive images (a quiz or a game), and expandable (Also see: Expandable Banner).
The most common sizes for display ads are:
Banner: 728 x 90
Rectangle: 336 x 280
Skyscraper: 160 x 600
Square: 250 x 250
Domain Authority: This is a scale from 1-100 that search engines use to determine how authoritative a company’s website is, 1 being the lowest rank and 100 being the highest. The higher your domain authority the more Search Engines trust you.
Email Advertising: Clickable banner ads and links that appear within emails and e-newsletters.
Expandable Banner: Banners that increase in size when a user hovers over them.
Frequency: The number of times an ad is served to the same consumer during a specific time period. Since multiple users can often access the Internet from the same device, frequency is calculated based on the number of times an ad is delivered to a particular device’s browser.
Frequency Capping: Setting a limit on the amount of times an ad should be shown to a consumer within a specific time period.
Geographic Targeting: Selecting an audience for a campaign based on zip codes, designated marketing area (DMA), cities, states and countries.
Impression: See: Ad Impression
In-Stream Video Ads: Video ads played before, during or after the video content the publisher is delivering to the consumer.
Interstitial Ads: Ads that appear between two different content pages, served when a website visitor navigates from one page on a website to another. A best practice in mobile marketing is to avoid using an interstitial as a popup that blocks initial access. For example, when the user tries to access the Gotham Times on their mobile, they are interrupted by an interstitial ad (offering the Gotham Times app) that they have to either accept or close before they can proceed to the site.
Keyword: A specific word or phrase chosen by advertisers to trigger and include their ad within search engine results. The advertiser doing contextual advertising also chooses keywords, so that their ad will show up within pages that are returned for that keyword. In search advertising, the position of the ad within the results is determined by bidding. The highest bidder on a keyword usually gets the top position.
Keyword Stuffing: This is the practice of using too many keywords in content in hopes of making it more visible on search engines. You will be penalized by search engines if you resort to it. Never keyword stuff, just provide great and valuable content.
Landing Page: The web page users are directed to after they click on a display or paid search ad. This is the page on a company’s website that is optimized to act as the entry page to a site. When redirected from external links, this is where the visitors will be led back.
Lead: A potential customer. In digital advertising a lead is someone who has given you their contact information, often by signing up for a newsletter or filling out a form to download an eBook or other gated content.
Lookalike Audience: If you’re like most businesses, you know who your customers are from a demographic and even psychographic point of view. A Lookalike Audience targets people who are similar to your existing customers which helps improve your conversion rates. You can use Lookalike Audiences when you’re running online display, Facebook, mobile display or just about any other kind of digital marketing campaign.
META Description: The META description is the few lines of text that appear on the search engine results page.
Mobile Search: Any Internet search conducted via a mobile device.
Native Advertising: Any paid advertising that is indistinguishable in form from the channel being used to present it. Native advertising in The Atlantic’s online magazine. It’s got a headline and a byline, and it looks like a story. The yellow “sponsored by” banner is the only clue that this is advertising (but it is an obvious one)
Organic Traffic: This is traffic that is generated to your website which is generated by a Search Engine. This could be traffic from Google, Yahoo or Bing. It’s also known as “Free” traffic. Organic traffic is the best type of traffic!
Overlay: Advertising that floats over webpage content, graphics or videos. Overlays cannot be blocked by ad-blocking software. One kind of overlay is called a “lightbox.” These ads begin as a standard, scalable ad unit. If a user engages by hovering over the ad for some set amount of time (often two seconds), the ad expands (to as much as near full-page), while the page behind it dims, increasing emphasis on the ad. Advertisers pay for the number of times the ad is expanded.
Paid Search Traffic Paid search is when a company bids on keywords and makes advertisements around those keywords to be displayed on search engines. These results appear separately, either on the top, bottom or right side of a search results page. Paid traffic also encompasses any form of paid advertisement that directly points to your website.
Pay per Click (PPC): Pricing model where advertisers pay vendors or publishers based on the number of clicks received in a campaign.
Pop-under: Identical to a pop-up except it loads under your current webpage. It’s generally assumed to be less intrusive than a pop-up because visitors often don’t see it until after they’ve clicked to close their current browser session.
Programmatic Media Buying: An automated method of buying media which ensures that advertisers are reaching the right person, at the right time, in the right place. The ads are bought based on a set of parameters pre-defined by the company placing the ads. Programmatic advertising uses data to make decisions about which ads to buy in real time, which improves efficiencies and increases the effectiveness of the ads. (See also, Ad Exchange.)
Reach: The total number of people who see your message. One person who is served your ad five times and clicks on it once yields a reach of 1, 5 impressions, and a clickthrough rate of 20%.
Retargeting/Remarketing: Serving ads to people who have previously visited your website.
Rich Media: Interactive media such as quizzes, games, and ads with video and special effects. This category is growing quickly. Check out the IAB’s “Rising Stars” examples of new types of ad units such as the Pushdown and the Sidekick.
RSS: Really Simple Syndication is a technology that allows users to become subscribers of content and ultimately get automatic alerts if updates are made. They would need an RSS Reader which is where they receive all the updates. Here are a few popular RSS Readers:
Search Advertising: Another term for “Paid Search.”
SERP – Search Engine Results Page: Search Engine Results Page is the list of results provided by a search engine after a search query is made. Essentially, if you are looking for where your website ranks for “Best Digital Marketing Agency” a SERP report will let you know that your website is ranked #4. Meaning that your website is in the Fourth position (1st page).
Social Networking: Social networking is the practice of using web-based platforms (or mobile) to build online communities where people share common interests or activities. The most common social networks are: Facebook, Linkedin, Twitter, Pinterest… just to name a few.
Social Advertising: Running paid ads on online social networking platforms, such as Facebook, LinkedIn, and Twitter.
Subscriber: A subscriber is a person who allows a company to send him/her messages through email or other personal communication means. These subscribers are high value to publishers and businesses alike. Subscribers keep coming back!
View Through: Used to measure a consumer’s behavior after they’ve been served an ad. If the “view through” window is set to 90 days, the consumer’s relevant actions within that time period can be attributed to the ad. So, if a customer purchases a pair of headphones within 90 days of being served an ad for those headphones, the ad will be get partial or full attribution for that purchase.
Viral Marketing: This is a way of marketing where the audience is encouraged by companies to pass on their content to others for more exposure. Usually a successful viral marketing campaign has an easy share functionality. If you had to pay a lot to generate awareness, it wouldn’t be considered “Viral Marketing” (it would be considered paid traffic).
Have questions there or need help on digital markeitng strategy? Please contact us at www.digitant.com
Email marketing is a powerful tool to encourage your audience to engage with content and to nurture leads in your database along the buyer’s journey.
And despite what you may think, email marketing is still growing: Gmail alone has 1 billion users worldwide, and The Radicati Group predicts that there will be 3 billion email users worldwide by 2020 (that’s almost half of the world’s population).
Certainly email is not dead, but it is getting harder to do well. HubSpot Postmaster and Email Engineering Director Tom Monaghan distilled his wisdom into a set of guidelines for email marketing for growth in 2017 at INBOUND last year. Read on to learn what strategies you should start implementing, absolutely avoid, and keep up in 2017 and in years ahead.
How to Improve Your Email Marketing in 2017
1) Send emails to lists that want to hear from you.
If you have email lists with low rates of engagement activity, stop sending to them. Every time you send to a list with low open and engagement rates, it hurts your domain reputation and your chances of connecting with other potential customers.
Monaghan said it best in his talk: “You are what you eat, and so is your marketing.” When you receive tons of emails from brands you don’t engage with, constantly deleting them or marking them as “read” is most likely tiresome. Empathize with your subscribers and treat their inbox the way you would want your inbox treated.
2) Have a goal for each email before you press “send.”
If you don’t have a goal in mind for the emails you’re sending, the recipients won’t know what the goal is, either. Once you define a goal for your email sends, you can define success and build a list to make that happen.
Goals for your emails could include a contact filling out a longer form for a gated content offer to provide your team with more information about their organization, or redeeming a promo code for a purchase on your website.
Give recipients options in your messages, such as calls-to-action and links in text, so they have multiple avenues to achieve your goal. Everyone’s behaviour is different, so make your emails flexible.
3) Personalize and test your emails.
Email personalization really works. For example, back in 2014, we found that emails with the recipients’ first names in the subject lines had higher click through rates than emails that didn’t.
When it comes to personalizing your emails, stick with the basics. Personalize according to recipient names and company names, but to avoid being creepy, leave it at that, urges Monaghan.
Nothing is less personal than receiving a “Dear Customer” or “Dear First Name” email, so test every email to make sure you’re sending to recipient names.
4) Send emails from a personalized account.
Don’t send emails from a “noreply” email account. Personalization works on your end, too. Boost your engagement by personalizing the “from” email address to drive replies from subscribers to a real person instead of “email@example.com.”
5) Experiment with sending emails on different days of the week.
Stop sending emails on Tuesdays. Seriously, stop.
Tuesdays, Wednesdays, and Thursdays are the most popular days to send email, but they’re oversaturated with messages that might be overwhelming your subscribers. If you want your emails to be opened, try sending them on Mondays and Fridays. Emails with calls-to-action perform well on Saturdays, so don’t be afraid to send emails on the weekend, either.
In any case, try experimenting with your approach to lessen your subscribers’ email load Tuesday through Thursday, when most business emails are sent.
6) Engage with contacts who’ve submitted forms, not contacts whose information you’ve imported.
When someone fills out a form and provides their email address, their engagement rates are typically higher than cold contacts you’ve imported from a list. That’s because they want to hear from you and chose to engage with your content — they’ve told you this by filling out a form. This is evidence that the inbound marketing methodology is working for email marketers.
And by the way, don’t buy email lists — you’re only hurting your credibility and annoying people who haven’t asked to hear from you.
7) Suppress your unengaged subscribers to avoid sending graymail.
You may be sending spam without knowing it, and that’s because the definition of spam has changed. Graymail refers to bulk email messages that aren’t technically spam because the recipients gave you their information, but the fact of the matter is, they get your emails and don’t touch them. Engagement rates plummet if recipients don’t open your first email, so if they continue ignoring you, the probability of them ever opening your messages is going way, way down.
Stop sending graymail, and listen to what people are telling you by not opening your emails. Start suppressing your unengaged subscribers. That way, your open rates will increase, and inbox providers will see that you’re responding to subscriber behavior.
8) If people are unsubscribing, don’t worry too much (yet).
You can’t please everyone, and unsubscribes will happen. Luckily, your subscribers didn’t mark you as spam — they simply told you, in the nicest way possible, that they’re not interested in hearing from you anymore.
Don’t be too worried yet, but if more people keep unsubscribing, try to identify the potential cause. Consider suppressing or sending fewer emails to subscribers who aren’t engaging as much.
9) If people stop opening your emails, figure out what’s going wrong fast.
If your email open rate is falling, it means you’re missing the expectations of your recipients and that you should prepare for worse outcomes. It’s a leading indicator that spam complaints and unsubscribes are coming, and you should immediately suppress your unengaged subscribers to show email providers that you’re responding to feedback. Test different emails to see if you can improve your open rates.
10) If people mark you as spam, immediately stop sending email and identify the source of the complaints.
If you’re being marked as spam, your domain reputation is at risk, and you could become blacklisted by email providers. Whether the spam complaints are caused by a new source, bad forms, or you missing expectations of your list, slow or completely stop sending emails until you figure it out.
If you aren’t getting unsubscribe or spam complaints, that doesn’t necessarily mean you’re in the clear — the messages could be going straight to recipients’ junk folders.
11) Be thoughtful about your subject line.
Don’t write clickbait email subject lines. When people click on your email and then immediately bounce away when they realize your subject line wasn’t genuine, your clickthrough rates will suffer.
For best results, customize and personalize email subject lines and experiment with emojis. Pro tip: Read subject lines out loud before sending. Would you open that email if you received it?
12) Remember: Email is getting harder, but it’s still working.
Every year, engagement rates start to slip, and it gets harder to reach people’s inboxes. This doesn’t mean that email marketing is losing its efficacy, it’s just getting more competitive. The divide is growing between email marketers who know what they’re doing and those who don’t, so make sure to put in effort to test different strategies and keep your subscribers engaged.
So, How will you be changing your email marketing strategy in 2017?
I have money in my savings account because my bank has a built-in auto-deposit process. I’m not logging into my account every day and moving money around, but when I do log in, I can see the progress I’ve made toward my goals by setting my account to automate deductions.
Think of marketing automation like auto-deducting money from your checking account and putting it into savings: The automatic process lets you invest in your future goals in an easier way than if you did it manually.
Marketing automation can play a significant role in the success of your inbound marketing strategy, but there is a right way and a wrong way to use it.
We want to help you understand marketing automation, and how and when to use it to your organization’s benefit. In this post, we’ll discuss traps marketers can fall into when incorporating marketing automation and alternatives that solve for these challenges.
What Is Marketing Automation?
Quite simply, marketing automation refers to the software that exists to automate marketing actions — actions like email, social media, and more. All of these automated actions are designed with the concept of lead nurturing in mind. In other words, marketers are creating and automating various types of content with the goal of actively attracting, qualifying, and moving prospects through the sales funnel towards a purchase.
And the marketing automation industry is huge — Emailmonday estimates that 49% of companies use marketing automation software, and Marketing Automation Insider estimates that the industry is worth $1.62 billion per year.
The trouble is, because marketing automation software has grown so significantly as a part of the inbound marketing movement, some marketers aren’t adopting it correctly. Let’s dig into some of the most common marketing automation mistakes below.
7 Common Marketing Automation Mistakes (And How to Fix Them)
1) You’ve invested in marketing automation without an inbound lead generation strategy. The Problem:
You’ve purchased and started using marketing automation software, but you don’t have a strong content strategy in place yet. As a result, you aren’t attracting enough qualified leads to your website, so the ROI of your marketing automation software is low.
To solve this problem, you might be considering buying an email contact list to build the size of your database.
Before you buy an email list, don’t.
You see, it’s not a sound lead generation strategy to purchase email contact lists for a few reasons. For one, people don’t generally like being contacted unsolicited, and you don’t want to irritate potential customers. Additionally, purchased email lists have generally high churn rates — because the leads are often unqualified — meaning your database won’t have the long-term growth that you’re looking for.
Instead of going that route, focus on developing an inbound marketing strategy aimed at attracting folks that actually want to hear from you. Write blog posts, create content offers, calls-to-action, and landing pages, and optimize your website so it will rank well in organic search. These efforts will ensure that your content is being discovered by your audience. Then, once you start generating more leads, you’ll be able to nurture them effectively with automated emails and social media posts.
2) You don’t have a goal for your marketing automation. The Problem:
You’re sending out multiple automated email and social media messages without an end goal in mind.
Take advantage of the ease of use marketing automation software provides and invest time and efforts into determining your goals first. Once you have them, you’ll want to assign these goals to each automated effort — social media, email workflows, and so on — to ensure it’s easy to track progress.
After all, marketers need a way to measure success when it comes to marketing automation, and one means of doing so is by evaluating goal attainment. For example, here at HubSpot, the Visual Workflows App (currently in beta) lets you set a specific goal for each automated workflow. A goal might be a new lead transitioning into a marketing-qualified lead based on certain behaviors, such as downloading a specific number of content offers.
HubSpot Visual Workflows also allows you to track the percentage of contacts in each workflow that achieve the goal, which is another great way to measure the success and ROI of your marketing automation.
3) You don’t segment your email list. The Problem:
You have a database full of qualified leads, but you’re using marketing automation software to blast out tons of emails that aren’t customized at all. As a result, your leads are churning because your emails aren’t useful to them.
Develop a lead nurturing strategy that includes email list segmentation so you’re sending specific emails to specific people that they’re more likely to open.
According to the Direct Marketing Association, 77% of email marketing ROI came from targeted, segmented campaigns in 2015, and segmented emails generate 58% of all revenue. Seems like a must-have strategy, right? Unfortunately, only 42% of email marketers are sending targeted messages.
With the right marketing automation software, it’s easy to execute an email list segmentation strategy that delivers strong results. For example, HubSpot customers can use the Visual Workflows App to target their emails based on dozens of criteria, both demographic and behavioral.
4) You send too many emails. The Problem:
Perhaps your email list isn’t segmented, or maybe you’re a little overzealous with your marketing automation software. Whatever the reason, you’re annoying potential prospects by sending way too many emails.
Strategically send fewer emails.
When it comes to your email database, focus on quality over quantity. It’s better to have a lower volume of leads with higher engagement rates than a massive database of people who don’t open your emails.
Why? Because higher quality leads are more likely to become customers.
A staggering 78% of customers recently surveyed by HubSpot Research have unsubscribed because the brand was sending too many emails. To avoid sending one of many such emails, make sure that every single email you send provides value to leads in a way that they won’t be able to help but click.
5) You’re only automating your email marketing strategy. The Problem:
You use your marketing automation software to send out emails, and not much else.
Take advantage of all of the features your software offers to maximize efficiency.
There are probably a lot of little tasks over the course of your work day that don’t seem time consuming individually. However, if you add up all of the time you spend posting on social media, updating contact information, and other tasks, you end up with a large chunk of your day spent on things that can probably be automated.
Poke around your marketing automation to see which processes you can make more efficient. For example, in the HubSpot software, users can bulk update lead contact information instead of clicking into each record and changing details there.
The more processes you automate, the more time you’ll have each day to strategize with your team about content, lead generation, and lead nurturing tactics to keep attracting quality leads to your site.
6) You’re only sharing your marketing automation efforts within your marketing department. The Problem:
You have marketing automation set up only for email marketing, social media, and other lead activities that are only impacting your marketing team’s bottom line.
Use a “smarketing” approach, and make your marketing automation work for sales reps as well.
Think bigger than just the marketing team: What processes would help your sales team if they were automated?
For example, if there were a process in place that alerted reps to when their leads were checking out parts of your website, that would help inform their next call or email. When a lead fills out a form, it could trigger a specific email send from marketing and a follow-up call from their sales rep. Marketing automation software also helps users set follow-up tasks and to-do lists, which reps could use to keep track of the many leads they’re working at a given time.
Take your sales and marketing alignment to the next level by making processes easier for team members across the board to achieve their goals with the help of marketing automation.
7) You use too many different tools. The Problem:
Roughly half of marketers use marketing automation software, and those who do often combine different strategies into a “Frankensystem” of tools to achieve their bottom line.
For example, they might start on a whiteboard, move to a spreadsheet, then shift onto an online flowchart maker, and only then will they use marketing automation software. This system is problematic in a few ways — it’s time consuming, numbers can be incorrectly analyzed, and communication is complicated.
Invest in all-in-one marketing automation software.
The point of marketing automation is to make things easier and more efficient, and your team won’t achieve that if you’re spending too much time updating different documents or manually targeting your leads database.
All-in-one marketing automation software offers a variety of criteria options to target your audience, as well as visualization tools so you can see how your marketing automation efforts are working together. That means you’ll be spending less time writing out numbers and emailing spreadsheets to your team members, and more time implementing strategies designed to qualify leads.
We’re sure you know by now that about 95% of potential B2B buyers research online before deciding to make a purchase. And obviously, this means that there is a huge opportunity to create good leads online and successfully convert them into sales.
Unfortunately, it’s not so simple. Because B2B leads are different from B2C leads, and the process of B2B decision making is more complex and layered than that of B2C. Therefore, the way to generate these leads need to be approached differently too. According to a recent report, most top B2B marketers named getting good quality leads online as their biggest marketing challenge!
So, how does one go about getting high quality B2B leads?
Take advantage of data: Contrary to traditional marketing methods, online marketing is measurable! And that gives you a great advantage in planning your marketing campaigns. Before making decisions about lead generation campaigns, analyse the available data and what it indicates, in terms of what works and what doesn’t.
Identify your buyer persona: Craft clear buyer personas and think from each relevant persona’s point of view.
Pinpoint the buyer’s stage in the journey: Identify the stage that the buyer might be in his buyer’s journey and create your marketing strategy according to that. If the buyer is undecided about his problem and the solution required, nudge him towards a solution/decision by offering helpful content at this stage. High quality content is highly recommended at this stage to obtain high quality leads.
Nurture your leads patiently: Fact: About 3/4th of leads are not ready to commit to a purchase. Meaning, that this is where lead nurturing comes in – that effective practice that builds relationships with prospective customers by engaging them and nudging them down the sales funnel. Targeted emailing is one of the most effective and economical lead nurturing methods available. In fact, research firm McKinsey states that, after organic search, emails are the next best channel for acquiring great leads. On an average, every $1 spent on lead nurturing emails yields a return of about $44. In other words, lead nurturing with the help of email marketing, works by helping to create trust in sceptical prospects. It gives you the opportunity to personally reach out to your prospects in ways most suitable to them and convince them that you’re dependable.
Analyse prospect actions: As you communicate with your lead and develop a trusting relationship through email marketing, pay close attention to the actions and behaviour of the lead and modify your actions accordingly. Use marketing automation software to derive critical data about what emails/CTAs the lead is clicking on or ignoring. With the insights gained by data analysis you will get a better idea of what the lead needs and how to supply it to him.
These are just a few of the ways you can go about generating good, high-quality leads that are likely to convert to paying customers. However, do remember that despite employing all the above techniques, you may not be able to convert every one of your leads. That is okay. Sometimes, the prospect is simply not interested in anything other than the free offer of content. So, let them go. Focus, instead, on those who show a gradual, though cautious, increase in interest in your product/service.
Have you ever been asked the question, “How long will it take for you to show us results?” during your initial pitch presentation? Well, you’re not alone. Many inbound marketers have fielded this question from various clients.
While the clients’ curiosity and impatience is understandable, it is important to let them know that inbound marketing takes time to deliver results, but the results are worth the time.
Contrary to outbound marketing, which is about short-term gain (if at all), inbound marketing is all about earning the trust of and building relationships with your customers. Like in any valuable relationship, ample investment has to be made over a period of time before inbound marketing starts showing results.
The process of inbound marketing broadly involves the following steps, each of which will show results:
Attract a prospect’s interest with a good piece of content.
Follow up with more articles, blog posts, etc. in the relevant topic/industry.
Offer useful and valuable content to the prospect (ebook, white paper, video, case study, infographic, etc.) in return for information to drive the prospect further down the sales funnel.
Nurture your leads by sending them emails and other relevant communication in timely intervals.
The above steps are all parts of the “conversation” with the customer, and may even at times overlap over a short period of time. Due to this, the results may start showing up at various times. Nevertheless, each of them should be designed to move the lead further down the sales funnel, closer to the goal of converting them to loyal customers.
With continued, concentrated efforts of attracting, engaging and nurturing your prospects and leads, slowly but surely results will start showing up.
Inbound marketing campaign: Based on the industry, and the level of activity, an inbound campaign typically starts to show returns in about 6-9 months.
Social media, Email campaigns: It takes about 3-6 months for these campaigns to show results.
Blogging, Content marketing: These methods take a bit longer, about 6-9 months.
SEO (Search Engine Optimization): This takes relatively the longest time to yield returns often up to a year.
The important thing to remember is that even though there are these timelines to expect results, these inbound marketing efforts keep delivering results even beyond these timelines. Unlike outbound/traditional methods of marketing, e.g. a print catalogue, a well-written and useful blog post could still bring you leads years from now. Digital content keeps giving returns over time, driving traffic, raising awareness of your brand and establishing your leadership in your domain.
Therefore, inbound marketing expenses should be considered great investments that will continue to yield results long after you’ve initiated the effort.
The Characteristic Inbound Journey
The Instant Impact: Immediately after implementing an inbound campaign, there is a lot of vigorous activity. Websites are enhanced, SEO methods implemented, content updated, social media presence improved, and so on.
There is a direct effect of these activities: In the immediate future, maybe within a month or two, you might see a rise in the number of leads. This is a temporary ‘bulge’, which will invariably subside and settle into a flat lull in activity.
The Relationship-building Period: This lull should not be taken as a negative sign to mean that the inbound initiatives are not working anymore. In fact, this phase is the critical (and ultimately rewarding) relationship-building phase. According to research, the average lead needs to be approached with offers or other communication about 7 times before they learn to trust the service provider. It is during this long period (about 6-9 months), that a long-term relationship with the lead is formed, ultimately bringing in rich ROI. That’s why, this period is especially critical to get through in a positive frame of mind, without losing patience.
Conclusion: To cut a long story short, inbound marketing is a brilliant methodology for getting more customers and closing more sales in a sustained manner. However, one has to be patient and treat it as a long-term investment that will, over a period of time, generate leads, convert them to customers and raise your ROI, all in a cost-effective way, for the long run.
To know more about inbound marketing and how it has helped thousands of businesses attract customers, generate revenue and build brand value, contact us at www.digitant.com.
So you’re revamping your business blog as part of a spanking new inbound marketing strategy. You want to share all the great insights that you have about your business with other stakeholders and your customers, so that you’re seen as a credible and reliable thought leader in your business domain.
For this, you need to have a really focused and informative business blog that answers your potential customers’ queries and educates them about your business, so that they can approach you with their requirements.
How do you make your blog stand out from the millions of others out there in cyberspace?
In a world of shrinking attention spans, how do you keep your reader’s attention on the blog long enough for him/her to make a connection?
Here is how you do it:
Write for a Purpose: Remember the most important part of writing – the reader! While you may be tempted to write about something that you would like to read, it may not be what your target audience wants to read about. Think like your target readers – your customers – and automatically your writing will become relevant and interesting to them. Your reader will want to stay and read the entire article, if it can:
Solve their nagging issues.
Introduce a product/technique/service that will make life easier for them.
Simplify a complex concept for them.
In any other way, find solutions for your prospective clients using your expertise and knowledge.
Make it pop: You may love talking about your business and how it helps people, but if you drone on and on about it, spewing data and statistics, very soon your reader will mentally switch off and bounce away from your blog to somewhere else more interesting.
Keep your content focused on the reader/customer.
Make it interesting by keeping sentences short and inserting plenty of white space in the article.
Describe technical jargon in simple language.
Include anecdotes and real-life examples, if possible.
In short, engage the audience with crisp and clear content.
Steer clear of click bait: Publishers use provocative and sensational headlines to grab eyeballs, purely for revenue-generation purposes. You, as a serious content creator, cannot risk your reputation by resorting to such tactics. If a potential customer comes to your blog enticed by a vague but promising headline, and reads on to discover that the rest of the blog doesn’t really live up to the headline, he will feel cheated and angry, and may leave the site, perhaps never to return. Avoid this situation and write sensible content that drives genuine interest.
Make your blog mobile friendly: The world over, internet users are increasingly accessing online content on their mobile phones and tablets as compared to on their laptops or desktops. Hence it is highly important that your blog is optimized to fit nicely in your reader’s tiny mobile screen. If she has to pinch and zoom to read the miniscule print of your desktop-based content on her phone, she’ll quickly lose interest and bounce off the blog.
Boost the speed:Research has shown that most people wait for about 3 seconds for a web page to load. Any slower, and chances are that they lose patience and leave the site. Therefore, ensure that your website is a quick-loading one by eliminating all the factors that cause it to slow down. Read more about this here.
So there you have it.
Remember to employ these tactics when you are creating content for your business blog and see the hits piling up!
To learn more about how to use inbound marketing to attract and retain customers for your business, contact us today!