Chevening Scholars Invited To Take Part In Activities Hosted By High Commission

first_imgFacebookTwitterWhatsAppEmail Photo: Contributed Jamaica’s High Commissioner to London, Her Excellency Aloun Ndombet-Assamba (Centre) and Deputy High Commissioner Mrs. Deidre Mills (third right) share a photo opportunity with five of 2015/16 Jamaican Chevening Scholars during a courtesy call at the Jamaican High Commission in London on Thursday November 5 2015. The Chevening Scholars from left are: Adley Duncan, Chadine Ellis, Jerome Cowans, Grace Lindo and Oroyo Eubanks. Chevening Scholars Invited To Take Part In Activities Hosted By High CommissionJIS News | Presented by: PausePlay% buffered00:0000:00UnmuteMuteDisable captionsEnable captionsSettingsCaptionsDisabledQualityundefinedSpeedNormalCaptionsGo back to previous menuQualityGo back to previous menuSpeedGo back to previous menu0.5×0.75×Normal1.25×1.5×1.75×2×Exit fullscreenEnter fullscreenPlay Advertisements High Commissioner to London, Her Excellency Aloun Ndombet Assamba, has invited the 2015/16 Jamaican Chevening Scholars to participate in activities hosted by the High Commission while they are studying in the United Kingdom (UK).Mrs. Ndombet Assamba, who met with five of the 11 Jamaican scholars at her office in London, on November 5, said the High Commission has a number of activities to celebrate national and other special Jamaican events throughout the year.“We host these events at the High Commission to offer Jamaicans here a little piece of home and as a way of staying connected to the strong and rich Jamaican culture,” she said.She reminded the scholars to use the opportunity while in the UK to visit places of interest and build strong networks, and to contact her office for any help or information they may need.In the meantime, the High Commissioner said there has been a growing interest from people living in the UK, but whose parents were born in Jamaica, to apply for their Jamaican citizenship. She said the process has been going well and the High Commission will continue its efforts to get more people to apply.She said the Jamaican passport has tremendous value when travelling across the world and encouraged the Chevening Scholars to let persons in the UK who are eligible for Jamaican citizenship know they can apply. RelatedSenator Nicholson Urges Full Support for CCJ Chevening Scholars Invited To Take Part In Activities Hosted By High Commission Foreign AffairsNovember 10, 2015Written by: Oroyo Eubanks Story HighlightsHigh Commissioner to London, Her Excellency Aloun Ndombet Assamba, has invited the 2015/16 Jamaican Chevening Scholars to participate in activities hosted by the High Commission while they are studying in the United Kingdom (UK).Mrs. Ndombet Assamba, who met with five of the 11 Jamaican scholars at her office in London, on November 5, said the High Commission has a number of activities to celebrate national and other special Jamaican events throughout the year.She reminded the scholars to use the opportunity while in the UK to visit places of interest and build strong networks, and to contact her office for any help or information they may need. RelatedUS Ambassador Lauds Relationship Between JA and US RelatedCaribbean to Get Support from UNESCO to Meet Sustainable Development Goals The five Chevening Scholars who called on the High Commissioner and her Deputy, Diedre Mills, were:  Chadine Allen, Oroyo Eubanks, Adley Duncan, Jerome Cowans and Grace Lindo.last_img read more

Ohio Issues Aviation Fuel Dealer Rule

first_imgA new Ohio Department of Taxation rule addresses monthly aviation fuel dealer reports. Under the rule, such reports must contain:the seller’s name and address;the seller’s tax identification number and Ohio motor fuel/aviation fuel account number;the purchaser’s name;the purchaser’s tax identification number;the the the city and state of origin of the aviation fuel;the destination of the fuel by street address;the type of fuel;the total gallons sold to Ohio airports;the number of gallons of fuel sold by product type; andthe number of gallons on which sales tax was not charged.Rule 5703-11-05, Ohio Department of Taxation, effective January 18, 2018Login to read more tax news on CCH® AnswerConnect or CCH® Intelliconnect®.Not a subscriber? Sign up for a free trial or contact us for a representative.last_img read more

5 Ways to Use Social Media to Find B2B Influencers

first_img Topics: Webinar: Twitter for Marketing and PR Originally published Feb 2, 2009 7:50:00 AM, updated February 01 2017 This post was written by Dan Zarella .  1. LinkedInProbably the most obvious way to identify influential individuals at specific organizations is by searching the trusty social network for business people, LinkedIn. A search for your target business or title on LinkedIn will show you people you may already be connected with, either directly or through your connections. This is a good place to start, since you might be able to leverage your exisiting contacts.The social media playing field is much bigger than LinkedIn, and as a recent HubSpot cartoon mentioned, LinkedIn can be a bit of a walled-garden , discouraging “weak” connections. The two other largest social arenas (Twitter and Facebook) are also ripe for this type of search.2. TwitterOne of my favorite features of Twitter Grader is the search function . You can put in a keyword and see the most influential Twitter users who’ve used that keyword, effectively a list of thought leaders in that niche. But if you’re looking to identify influencers in a business or organization don’t limit yourself to just searching for topical keywords, try brand or company names, or even titles. For instance, if you were looking for the most influential Twitterers inside of Ford, a search for Ford would quickly reveal that Scott Monty is the head of social media at the automobile giant. A similar search for HubSpot would show you those HubSpotters who are on Twitter (and there are a bunch of us).3. Facebook Facebook Grader , a newer HubSpot tool along the same lines as Twitter Grader, can be used in a similar way. Keep in mind that this tool is newer and will only return users who have used the tool to grade their Facebook accounts already, but this tool has the potential to be even more powerful, given the much larger audience on Facebook. One example that does return results already is a search for HubSpot.4. BloggersYou can also use a variety of blog search engines to search for bloggers in your target companies or roles. Good ones to start with are Technorati and Google Blog Search , but there are tons out there and they all return slightly different results, so give some of the others a try. You can also search on bookmarking sites like delicious to see which blogs have been bookmarked the most.5. Niche Social NetworksThere are a ton of smaller, niche networks where professionals in nearly every industry gather. Find the social networks for your vertical and search for your target businesses or roles there. A few examples of this type of site include Toolbox for IT , Lawyrs , Decorati , Reel-Exchange and MediaBistro .Then, Connect with Influencers  Once you’ve identified your influencers, use the tools and mechanisms provided by the social site you found them on to connect with them. Send them an invitation to join your network if you found them on LinkedIn. If they’re on Twitter, follow them and start replying to their tweets and ReTweeting their good posts (ReTweeting especially will ingratiate yourself with your targets — people love that). If they write a blog, subscribe to their feed and start commenting on their posts and linking to them from your blog (again, bloggers love getting links, so this is an especially good tactic). Generally speaking, networking and connecting for business purposes in these three ways tends to be accepted.Facebook can be more tricky, so tread with caution here. If it looks like they’re friends with a lot of people, including professional contacts that they might not be actual, social friends with, its probably not going to bother them if you send them a friend request. On the other hand if they don’t have a ton of friends, they’re likely to be using Facebook only to connect with their real-world family and friends, so chances are good that its best to not try to friend them for business purposes. Influencer Marketing Want to learn more about using Twitter for Marketing and PR? Download the free webinar for tips and tricks to drive inbound marketing using Twitter. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more

The Secret to Building Your Blog: Think of It Like a Job Search

first_imgSo you started a blog, you’ve been writing good posts for a few months, and you still don’t have the traction you want — subscriptions, comments and inbound links are all below your targets. What can you do to build your blog? Follow conventional wisdom, and focus harder on writing great posts? Bad idea. Instead, think of the process like a job search. If you were looking for a job, would you focus exclusively on improving your skills? Or would you be pounding the pavement, looking for new opportunities while you’re improving your skills? When you’re looking for a job, you need to be aggressive about getting in front of the right people — only you can’t be so aggressive that you annoy people. You need to find the same balance when you’re building your blog. You need to share posts on Learn how to build your business blog into an inbound marketing machine. (1) Network — Facebook Originally published Jun 5, 2009 7:40:00 AM, updated March 21 2013 (2) Spread the Word — Blogs are no different. Just as you wouldn’t sit back and wait for employers to offer you a job, you shouldn’t sit back and wait for readers to find your blog. Webinar: Advanced Business Blogging Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack and make sure all your friends and contacts know you’re blogging. But you can’t overwhelm or bore them. A good way to handle this balance is to use these channels for more than just broadcasting your blog. to learn how to create a thriving blog.center_img If you’re looking for a job, a good way to get your foot in the door or get noticed is to do a high-profile project — maybe an event, a video or a software application — that gets attention. In the blog world high profile, potentially controversial posts are a good way to get attention. Try publishing something that’s a little spicy that people will react to. If it’s well-written and thoughtful, people will pass it around, more people will be exposed to your blog, and it will grow. Twitter Bloggers understand the value of a link, so they’re usually willing to do an interview in order to get some exposure and a link back to their site. Find prominent bloggers in your industry and ask them for an email interview. People are far more apt to do an email interview than a guest post because it’s an easier format. Instead of coming up with their own original article, they’re just responding to your questions. When you publish the interview, send them the link and encourage them to spread it via their own channels. To help you get started, here are five specific steps you can take to pound the pavement for your blog: Find high-quality, high-traffic blogs related to your industry that are willing to accept guest posts and write a post or two for them. Assuming they’re willing to include a prominent link back to your blog, this is a great way to introduce new people to your blog and build subscribers. Be careful not to commit to too many guest posts, because you’ll start to get fewer new subscribers after a few posts. What do you think? What am I missing on this list? (3) Guest Posts — (4) Email Interviews With Prominent Bloggers — Download the free webinar (5) Grab Attention — When you’re looking for a job, you talk to old friends, attend industry events, show up at community meetups, scan LinkedIn for potential connections and build relationships on Twitter. It’s not much different when you’re looking for readers for your blog. You go to Google Blog Search, Technorati, Twitter Grader and Twitter Search and type in the keywords for your industry. Figure out who in your industry you respect, who the influencers are, and make connections with them. Comment on their posts and, when it adds value, include links to your posts in the comments. Write posts on your blog that respond to their posts. Mention them in your posts. Above all, do you what you can to build relationships and get them to notice that you’re creating thoughtful, interesting content on your blog. andlast_img read more

16 Examples of Twitter Brand Page Backgrounds to Inspire You

first_imgAlthough none of us really like to admit it, let’s be honest: first impressions matter. So if you’re trying to build a remarkable social media presence, you can bet that the look and feel of your brand pages in social media will make an impression on new visitors who know nothing or little about you. It’s no secret that people will judge a book by its cover. And if that’s the case, wouldn’t you want to make sure the first impression of your brand page is one that captures visitors’ attention, making them inclined to stick around and learn more about you?Take Twitter brand pages for example. The background of the page literally provides businesses with a blank canvas to decorate, so to overlook the marketing potential of this valuable Twitter real estate would be a disadvantage to marketers. Smart marketers are using this space to visually and creatively capture visitors’ attention, emphasize their value proposition, promote offers and campaigns, and provide more information than the character limit in their bios allow. Are you?If you could use some inspiration, here are some great examples of how real brands are painting their Twitter landscapes. And to get started designing your own Twitter background, check out our handy guide (with a video tutorial) on how to create a custom Twitter background.1) Etica WinesThe Etica Wines Twitter page is a perfect blend of interesting design, branding, and links for visitors to learn more about the company, a wine guide and resource, as well as connect with them on Facebook or via email.2) SpotifyThe Twitter background design for Spotify, a music discovery and sharing application for all genres, effectively demonstrates Spotify’s value proposition, both in its imagery as well as its minimalistic copy.3) IdeaPaintIdeaPaint’s Twitter background cleverly features the brand’s signature product — paint that transforms walls into whiteboards — in action. After all, a picture is worth a thousand words!4) DropboxThe Twitter background design for Dropbox, a file and folder sharing service, features a cute and clever cartoon that embodies its brand/product. Your first impression? Dropbox is such a likable brand!5) AdrantsAdrants, a quirky marketing and advertising publication, uses its Twitter background to mimic that of its website, simply and consistently extending brand recognition.6) The Sales LionSimilarly, The Sales Lion’s Twitter background perpetuates the branding elements of its website’s masthead while also providing visitors with a quick snippet of information about what The Sales Lion is and what it offers.7) SnappleSnapple uses its Twitter background as a call-to-action to promote its latest Twitter campaign, which encourages Twitter users to tweet at the brand using either the hashtag #lemonade or #tea (depending on Twitter users’ preference for which part of the popular Half & Half flavor is their favorite) for a chance to win ‘Snapply’ prizes.*8) SalesforceSalesforce uses its Twitter background real estate to emphasize its cloud branding and also show the faces behind the brand’s tweets. (Note: Using ^ followed by a person’s initials is a way for brands to show who authors individual tweets when Twitter is managed by multiple contributors).*9) TargetWhile we usually find patterned backgrounds to be a little bit on the distracting/annoying/headache-inducing side, Target strikes a healthy balance between pattern and white space on its Twitter background, while also providing ways for Twitter users to connect with the brand on other social networks.10) ZendeskThere’s nothing wrong with a simple, clean design, and Zendesk’s background definitely demonstrates that, along with an unobtrusive call-to-action to follow the brand — and what you’ll get if you do.11) LivestrongLivestrong’s fierce Twitter background also inspires, empowering visitors to connect with the foundation in a number of ways to appeal to each of the brand’s different personas.12) MLT CreativeMLT Creative, a B2B marketing agency, uses its page to feature its mission, to “make ideas work,” and emphasize its agency’s creativity. Clean, professional-looking, and intriguing!13) ZipcarZipcar’s background creatively showcases its happy users, putting customers at the forefront of its Twitter marketing strategy. The page also includes a call-to-action to learn more and sign up for Zipcar on its website.14) IMPACT BrandingInbound marketing agency IMPACT Branding’s Twitter page proves that looking professional and appealing doesn’t have to mean complicated designwork. With its sleek design, the page highlights IMPACT’s value prop and where Twitter users can find more information.15) McDonald’sLike Snapple, McDonald’s uses its Twitter background to reflect its current marketing promotion, Dollar Menu University, an interactive game that it also promotes using its banner image and the pinned tweet at the top of its page.*16) HubSpotWhile we didn’t find many examples of businesses using their Twitter backgrounds to feature calls-to-action for particular promotions, offers, or events, we’re currently using HubSpot’s very own Twitter background to promote our upcoming marketing conference, Inbound 2012. Don’t be afraid to use your Twitter background to highlight your campaigns and drive Twitter users to action. Remember: you can update your background as often as you’d like!(*Note: Use of features such as page banners/pinned tweets you see on pages like Snapple, Salesforce, McDonald’s, and HubSpot is available only to businesses with Enhanced Brand Pages, currently only available to select brands.)What other creative business uses of Twitter backgrounds have you come across? Feel free to share them in the comments below! Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Originally published Mar 23, 2012 3:35:00 PM, updated February 01 2017 Topics: Twitter Marketing Exampleslast_img read more

21 Reasons People Don’t Trust Your Company

first_img13) You’ve got bad online reviews.Just having great reviews isn’t enough to ensure you’ve got a trustworthy company image, though. You should also be monitoring for and addressing negative online reviews about your company. In fact, Socialnomics reports that 25% of search results return user-generated content from review sites, blogs, and social media updates … and 65% of Gen Y users are considering that information when making purchasing decisions, according to eMarketer. It probably doesn’t behoove you to have hordes of disgruntled customers be the first impression people have with your company, eh?14) You have no social presence.Did you set up a Facebook business page last year as a New Year’s resolution, use it aggressively for two weeks, then half-heartedly post once every other month for a while until you finally just gave it up completely? That’s a fine little secret to keep to yourself, but it doesn’t look too good when leads stumble upon it. Social media has become ubiquitous, and when companies have abandoned social profiles, it looks like they don’t have all their ducks in a row. Put serious effort into maintaining an active social presence so your leads see you as a 21st century company.15) You’re not engaging in social media conversations.Maintaining an active social presence means that your fans and followers will be engaging with the content you publish. Are you engaging back? Social media is a two-way street, and companies that don’t carry on the conversation they start with their networks … well … they kind of look like jerks. I mean, how would you feel if someone asked you a question, you answered, and they just walked away? Doesn’t sound like someone who is too interested in building a strong relationship with customers.16) You’re getting all defensive.Part of being an active inbound marketer and content creator is just putting yourself out there — especially in social media. As such, pretty much every company is going to get called out at some point for saying something “wrong.” Sometimes it really is wrong … and sometimes it’s just taken the wrong way. Either way, the right response is apologetic, not defensive. Companies that don’t know how to handle criticism come off very negatively with their leads and customers, and it’s a quick way to alienate a group of people who once may have been huge supporters of your brand. Don’t turn your back on the fans, leads, and customers that have gotten you where you are today!17) You’re emailing people that didn’t opt in.Is there any greater breach of trust than illicitly bombarding someone’s inbox?Okay yeah, there totally is. But in the internet marketing world, emailing people that didn’t opt in to receive communications is definitely high up on the list of most-trust-breaching activities you could perform. The last thing you want to combat is a spammer reputation — that’s one that could hurt you in not only your leads’ and customers’ eyes, but also ESPs and ISPs, too.18) It’s not easy to unsubscribe from your emails.Speaking of sketchy email marketing behavior, even a list full of opt-in email addresses can result in a tarnished company reputation if you don’t make it easy for those contacts to unsubscribe from email communication.Here’s the thing about the “Unsubscribe” button in emails — other than it being a legal requirement and all. I don’t always unsubscribe from email communications because I hate that company so much. I do it because I moved. I changed jobs. I can’t afford their products. I don’t need their services. I stopped opening their emails months ago and I’m just now getting around to unsubscribing. You know when I do unsubscribe out of pure, unadulterated ire? When I go to peacefully unsubscribe and that button is hidden better than a fugitive on the run. This is a surefire way to get people to not only distrust your company — but also to loathe you.19) You’re sending poorly targeted email content.Segmented email lists that send highly targeted content are awesome, and they make a company look like it magically knows all your innermost desires. Poorly targeted email content makes people feel like a sales target. Email marketing is a two-way communication, just like social media — don’t send email AT people. Send messages to them so they feel like you actually care about providing something they’d find valuable. Want to start segmenting? Here are 27 ways to slice and dice your email list.20) Your emails keep going into SPAM folders.Who is the least trustworthy person in your inbox? All of the people in your SPAM folder. Don’t let your company be one of them. Make sure you’re optimizing your emails for the inbox, and have a great Sender Score so your email actually gets delivered!21) Be excellent to each other. Alright, this isn’t a reason people don’t trust you, but it’s a way to get them to. Whenever you get the chance, you should be proactively showing customer love, lead love, fan love, follower love, employee love … all of the love. Got a nice comment on a blog post? Pop into the comments and say thank you. Received a retweet? Reply every now and then expressing your gratitude. Employee finish a marathon? Congratulate them on Facebook. Regularly showing gratitude for everyone involved in your success makes you a generally likable company. And not doing it makes you look like you’re all take-take-take. And when that happens, eventually, people will stop giving.What do you do to establish a trustworthy company image? What do you explicitly avoid?Image credit: Neal. Originally published Jul 25, 2012 9:00:00 AM, updated October 20 2016 Hey, lean in real close. I have a little secret to tell you. It’s about how to get more customers.Ready?Stop being sketchy.Did I just blow your mind? Probably not, right? Then why are there still so many companies out there eliciting the stink eye from leads and prospects? Probably because they’re doing things that come across as really untrustworthy, and they don’t even know it.You could hire a branding consultant or agency to help your company be more likeable, but I have a better idea. Before you drop a dime on that, run your company through the sketch-o-meter to see if there are any things you can cross off the list of major turnoffs. Chances are, if you’re doing any of these things that tend to make people distrust companies, nixing it from your marketing repertoire will do some serious wonders for your likeability index. Take a look!21 Reasons People Don’t Trust Your Company1) You’re rocking an erratic website design.First impressions are everything. And these days, simplicity and ease of navigation is key. Is that the experience your site visitors are getting? You’re probably familiar with the blink test, the commonly accepted 3 seconds you have to orient new visitors to your website. If you’re hampering it with distracting animation, cluttered navigation, or slow-loading images, you’re making them think one of two things: this site will give me a virus or this messy site is symptomatic of a messy company. Neither are good, and both leave your visitors confused enough to click the “back” button in their browser. Click here to learn how to do a website design right. 2) There’s no way to contact someone.Why can’t I get in touch with you? If your website doesn’t offer contact information — a phone number, an email address, even a physical address — you give the impression you don’t want to actually talk to anyone. You’ll take their money, but you sure as sugar won’t talk to them. And no, a “Contact Us” button that leads to a form is not an acceptable replacement for providing a phone number or email address.3) You have absolutely no pricing information available.No pricing information? Not even a hint of what your products or services might cost? You know what that says to most people? I want to sell to you. And we all know how much people love to be sold to.I know, I know, you have a consultative selling process! You have to assess what each lead needs! If you put the price up, you’ll scare people away! You don’t have to publish your price down to the exact cent, but you should give visitors a general idea of what your products or services cost so they know whether they can even afford to consider your solution.4) You’re writing vague copy.Speaking of being a tad too secretive … your copy shouldn’t leave site visitors guessing. Show website copy to someone outside your company, and ask them if they understand what you’re talking about. If readers don’t understand what you’re trying to say, it’s easy for them to assume a company is trying to pull the wool over their eyes. Hosting an event with an extra cost for entry after 10:00 p.m.? Don’t hide that last little tidbit from readers — emphasize it so you don’t lose their long-term trust.5) You’re spelling and grammer isn’t well.Being specific in your copywriting isn’t enough, either. You need to actually look like you gave a hoot while you were writing it. Nothing looks less professional than writing that’s chock full of spelling and grammar mistakes. You don’t have to be Shakespeare, but for goodness sake run your copy through spell check! It’s disrespectful to readers to make them try to parse unintelligible copy, and frankly, they won’t bother. After all, if you can’t manage to run a spell check, how could you manage to provide a high-quality solution?6) You’re writing for search engines, not people.Most inbound marketers are very concerned with their organic search presence, and for good reason. But sometimes, that concern manifests itself in copy that looks like this:Our marketing solutions services software is ideal for enterprise organization marketing software solutions looking for help with their marketing email automation.Would you really write out a check to a company whose website reads that way? I think not. If not because it looks like the company’s stuck in the 90s, but because you’d have no idea what they actually do after reading a sentence like that. Write for humans, using search terms that make sense within the context of your sentences. Google’s crawlers are smart enough to understand what your website is about nowadays without you squeezing round hole terms into square peg sentences.7) You haven’t established a thought leadership position.If you aren’t creating content that establishes you as an authority, it’s hard to convince prospects that you’re a trustworthy source. And people don’t tend to jump at the opportunity to give their money to untrustworthy companies. So publish blog content, write whitepapers, create ebooks, record videos and podcasts, get quoted in other people’s content … the more you show people how much you know, the more credibility you build with them!8) You’re givin’ the ol’ bait and switch.Once you have all that content, you need to ensure you’re representing it fairly, particularly with lead and customer generation content. If you’re offering a 50% off coupon, make sure any fine print is really more like big, bold, glaring print with flashing lights. If a lead goes to redeem their 50% off coupon, only to find it’s only valid on the first full moon of a leap year, you’re going to look like a bit of a schmuck for not telling them before they got to the checkout process.9) You have overly personal form fields.Do you need to know my zip code? My favorite color? My greatest fear? Why? Look, if there’s a valid reason for collecting a piece of intelligence in a form field, your leads and customers will understand. But if you’re collecting a ton of personal information for no apparent reason, it looks like you’re stockpiling for the lead intelligence apocalypse, or channeling that information to a third party. Which brings us to our next point …10) You don’t have a visible privacy policy.Share your privacy policy with leads and customers when they’re inputting their personal information so they know you won’t share their information with any third parties. A simple link above a field — commonly the email field — will tell people that you can be trusted to handle their personal information with discretion.11) No third-party organizations are vouching for you.Not all third parties are bad, though! Third-party organizations like the BBB, VeriSign, McAfee, and TRUSTe all provide badges for trustworthy websites that act as good visual cues for visitors that they’re a legitimate company to do business with. These cues are particularly important for service businesses and ecommerce businesses that are handling monetary transactions online.12) And customers aren’t promoting you, either.It’s not just third-party organizations you need to woo to establish a trustworthy image — you need plenty of customer testimonials, too. Including testimonials on your website can help convince those leads and customers on the fence about your offers, products, and services that you’re a safe bet. Take a look at how maid service franchise Molly Maid does it on their site. Topics:center_img Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Email Marketing Mistakeslast_img read more

Why You Might Want to Be More Negative in Your Marketing

first_img Originally published Apr 3, 2013 2:00:00 PM, updated July 28 2017 Marketing Strategy Topics: Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Ever wake up on the wrong side of the bed?Of course you have. We all have.Ever wake up on the wrong side of the bed, and then have to be cheery? Like, interact in social media? Write an engaging blog post? Put together a lovable email marketing campaign?Ugh. Those are the times you wish you could shut out the world, or at least channel a little of your inner snark. Well, the good news is you can do that once in a while, and your marketing results may even thank you for it! Sometimes, it’s good to embrace the negative — whether it’s shutting out audiences, casting a villain, or even just a less than cheerful attitude. (Trust me — this will all make sense in a second.)So, here we go … if you ever wake up wanting to shut out the world, here’s how you can take it out (positively!) in your marketing.Free Download: Marketing Editorial Calendar Template8 Opportunities to Be More Negative in Your Marketing1) Create Negative, or Exclusionary PersonasLet’s start with something a little bit easier to swallow than just being a total grumpy pants — exclusionary personas. Exclusionary personas, sometimes also referred to as negative personas, are kind of like the opposite of buyer personas — they’re the personas of the people you do not want to target in your marketing.This is about more than just recognizing that not everyone in the world is a potential future customer — it’s about recognizing that your marketing attracts certain types of people who totally clog up your funnel, waste your sales team’s time, and will never become customers. Why won’t they ever become a customer? Could be a lot of things — they don’t have the budget, or they’re just fans of your content or social media presence. Or maybe they do become customers, but they cost you a ton of money; for instance, they could have a high acquisition cost, or a high propensity to churn.In this case, it behooves you to identify who these folks are so you can ensure you either 1) stop creating content that draws in the wrong people, or 2) let them keep reading and engaging with your content to help you spread your reach, but keep them from getting rotated to sales reps using methods like assigning them a low lead score.2) Leverage ExclusivityThis is the VIP, red-carpet tactic we all know and love (or love to hate). When you tell someone they can’t have something, or what they want is scarce, it often makes them want it more. You know, the whole “playing hard to get” thing we’ve all either been victim of or practiced ourselves at one point or another in our love lives. This just so happens to be a common sales tactic, but marketers can use it, too. Tell prospects they can have an offer … but only for a limited time. Or only for the first 10 that respond in social media. Heck, you don’t even always have to tell them what it is. The 11K Club, which I wrote about in more detail in this post about leveraging exclusivity in your marketing, launched a campaign where they asked people to sign up for something — but they couldn’t tell you what.I totally signed up.This tactic is particularly popular with savvy ecommerce shops, too — ModCloth, for instance, frequently sends me emails letting me know that an item I like is so popular, it’s almost out of stock. “Oh no! Everyone else is snagging it! I have to get it before I’m left out!”The moral of the story? Leave people out once in a while. If everyone gets something, it’s not as special. And when you go VIP, the ones who do get it feel uber-special. (There … we just turned a negative into a positive. See?)3) Craft Negative Titles and HeadlinesI don’t know what this says about human nature, but there’s an undeniable correlation between page views and negativity. Consider these titles that showed up while scanning CNN’s homepage today:What you get wrong about BBQWorst U.S. cities for allergiesIvy leagues accepting fewer studentsCould our favorite flavorings be damaging our DNA?Beware the parental overshareThese are about clicks. No question about it. We all know the news has gone the negative route for years, and they do it because it works.Now, you shouldn’t throw out some inflammatory headline just to get clicks — if you’re going to get negative with your titles, you have to back it up with some solid content that actually merits that bombastic title of yours. Here are a few examples that worked out extremely well for us:15 Things People Absolutely Hate About Your Website13 Hilarious Examples of Truly Awful Stock PhotographyYour Mom Hates This Blog PostDoes Google Hate Small Businesses?4) Create a Bond Over a Shared Negative ExperienceAlright, now we’re getting warmed up! So you’re throwing out some negative titles, but have you considered drawing that negativity into your content? When you draw on a negative situation in your content — particularly right in the beginning — it can actually help reader retention and engagement. Some marketers are afraid to stir up negative feelings in their reader, but it can actually create a shared experience and tap into a level of emotion that some may not expect to get while reading marketing content, particularly if you’re a B2B marketer.I mean, that’s why I started this post the way I did — getting up on the wrong side of the bed is an experience everyone I know can relate to. And sometimes, it’s easier to form a bond with someone over a shared negative experience than something warm and fuzzy.But be forewarned — once you have a bond with the reader based on a shared negative experience, it’s crucial to shift the mood to something more positive and solution-oriented. People like to know they’re not alone (misery loves company), but most don’t like to dwell on the negativity.5) Cast Some VillainsJust like we can all bond over a shared negative experience, so too can we bond over a common enemy. Casting a villain has been a common marketing tactic for years, and I’m not just talking about the Hamburglar. Villains can take more subtle forms, playing on common tropes — the dopey husband, the nagging girlfriend, the jerk boss. These take common experiences and personify them in order to elicit a feeling in the consumer, and help tell the story you’re trying to tell. For a great example of using multiple villains in your marketing, just check out Career Builder’s 2009 Super Bowl commercial, brought to my attention via Graeme Newell and 602 Communications.6) Stir Up Some ControversyThis one’s not for the faint of heart, but if you feel confident about your brand, your PR team, and your position on an issue, you can take a controversial stance on a popular topic. This does a few things for your marketing:Positions yourself as a thought leader (only if your thought was a good one — so try to make sure it is)Sends a ton of traffic your wayHelps you define your brandDrives natural PRElicits strong emotions, both positive and negativeThat last one is what I want you to pay the most attention to. When you take a staunch position on a polarizing issue, you will have people that despise you for it. You will also generate some seriously ardent supporters. If you’re going to play the controversy game, be prepared to deal with both, because while some results could be really exciting for your brand, some backlash will inevitably come with it.7) Use Data to Build a Case Around Why Something StinksLet’s start this off with an example, since we did this just this morning in our blog post, “Why the Blog Post Is the New Ad Unit.” The beginning of the post included this data point:While clickthrough rates (CTR) are not the only metric by which you can measure a banner ad’s performance, typical online banner ad units achieve a CTR of 0.10% according to MediaMind’s Global Benchmarks Report, and that figure is on a downward spiral due to banner blindness, among other things.You build a case around why one thing stinks (banner ads) … so you can show why something else is awesome (blog posts). This can be made even more compelling if you have two data points that demonstrate a stark contrast; the juxtaposition of positive and negative paints a pretty dramatic picture in readers’ minds, and the succinct data points make it easy to quickly demonstrate the bad versus the good.8) Make Fun of YourselfFinally, turn that negativity inward. A little self-deprecation can be fun for others, makes you seem more human, and actually might make you feel better about your slip-ups. After all, we all have them, and it’s important to learn how to make light of your mistakes. For example, this very feeling was the impetus for a blog post we wrote several months ago: our very own Marketing Hall of Shame. In it, we detailed some of our dumbest marketing mistakes. It was helpful not only in the “being-the-first-to-laugh-at-yourself” way, but because people can learn from these mistakes, and hopefully not have to repeat them.When Negativity BackfiresAll this being said, it’s important to always consider whether your negativity is going to backfire. Are you being an unadulterated jerkface? Is this negativity going to be lost on your audience? Does your buyer persona really hate this kind of stuff?For instance, something that almost always comes off as totally petty and unnecessarily negative is bickering with competitors. I mean, think about how annoying political ads are; you certainly don’t want to come off like that. I think one piece of advice from my childhood can sum up how you should approach bickering with competitors:”If you don’t have anything nice to say, don’t say anything at all.”Yes, even if they started it.It’s also important to remember that any negativity you draw on needs to be tempered with some positivity. For instance, we learned this the hard way with a post we published a few months ago called, “101 Sure-Fire Ways to Make People Hate Your Marketing.” It was a snark fest, but it didn’t perform that well, and some readers thought it was just too much negativity. The lesson? If you’re going to get snarky, 101 doses of it may be too much. Furthermore, had the balance of the post been tipped more heavily toward positive things, like how to fix these 101 mistakes, the response may have been more positive.Finally, I think striving to be inspirational should always be an aspiration for marketers. There’s no question that marketers capable of inspiring people — take charity:water’s unbelievable case study videos, or even our own founder Dharmesh Shah’s deck on creating a company we love at HubSpot — see unbelievable success from their efforts. In fact, I think if you’re able to inspire people in your marketing, the effects last much longer, and are much stronger than any of these negative tactics.What do you think about getting a little negative in your marketing? Do you ever get a bit edgy, or do you keep it to more behind-the-scenes stuff, like exclusionary personas? Share your thought in the comments!last_img read more

Don’t Know What to Wear to an Interview? Check Out This SlideShare

first_img Interview Dress Code: A Style Guide from talenerWhat other tips do you have for dressing the part on an interview?  Topics: Interviews Every time I find myself interviewing for a job, I feel lost at what to wear. I roughly know the difference between “business casual” and “professional dress,” but when push comes to shove and I’m rifling through my closet to find something appropriate for a company I’ve probably never visited before, I completely blank.But dressing for an interview shouldn’t feel like the hardest part of your interview process. You need to work hard to perfect your resume, nail your phone interview, and impress multiple people in an in-person interview.Where do you see yourself in five years? Take our free quiz here to figure out the next step in your career.Luckily, someone’s come to the rescue to save us all from the interview attire anxiety. Talener, a staffing agency, created the SlideShare presentation below. If you’re curious to find out what the heck “business casual” actually means and get some tips for acing the attire part of your in-person interview, flip through the slides. By the end, you’ll be able focus on what really matters in the interview: showing that you’re the best candidate for the job.center_img Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Originally published Mar 5, 2014 2:00:00 PM, updated February 01 2017last_img read more

How to Create Social Sharing Links in Under 5 Minutes [Quick Tip]

first_img Topics: Pretty cool, eh? Now — let’s learn how to make them.Meet the Share Link GeneratorThe Share Link Generator is an awesome free tool on the web that helps you create social sharing links for Facebook, Twitter, LinkedIn, Google+, and Pinterest quickly and easily.How does it work? We’ll get to the long version in a second, but here’s the short version:Copy the URL of whatever you want to share.Paste that URL into the Share Link Generator (along with a few accompanying words or hashtags, depending which social network you’re posting to).Press a button, and it spits out a brand new URL and HTML link, which you can then put on your webpages to lead viewers to social networking sites that are pre-populated with whatever URL and accompanying words or hashtags you put in.Now that you get the general idea of how it works, let’s get into the step-by-step.How To Create Your Own Share Links1) Go to http://www.sharelinkgenerator.com/.2) Choose the social network you want people to share your content on.The Share Link Generator lets you post to Facebook, Twitter, Google+, LinkedIn, and Pinterest.3) Fill in the blanks.For Facebook, all you need is a URL. Facebook disabled custom share fields in February 2014, so you can’t pre-populate viewers’ Facebook shares with your own words or hashtags. They’ll have to write that in themselves.For Twitter, you need to write the tweet you want people to share. Make sure to include a shortened link in there. (Check out this post for advice on constructing great tweets.)For Google+, all you need is a URL.For LinkedIn, you need a URL, a Title, and a Summary. The Summary is optional on the website, but don’t leave it out: It gives viewers context that could compel them to click on the link. Include a shortened link in the Summary copy to optimize your LinkedIn post.For Pinterest, you need the URL of the image you want to pin (which you can get by right-clicking on the image in your browser and choosing “Copy Image URL”), the source of the image (e.g. the website where you want the image to link to from Pinterest), and a description to give the image context.Once you’ve filled in those blanks, click “Create the Link!” and keep the resulting URL and HTML link handy. Here’s an example of a Twitter share link I made:What’s the difference between “URL only” and “HTML link”?You can put the HTML link directly into the HTML editor of your website. The result will be the words “Share on Twitter” hyperlinked with the share link. You can change that text by deleting “Share on Twitter,” which I’ve highlighted in the image above, and replacing it with the text you want.But sometimes, you may want social sharing links in the form of icons, not words, to catch the reader’s eye. To make images like icons clickable, you only need to worry about that URL only link.4) Download a social button icon.If you already have social media icons or images, you can skip this step. If not, check out our library of 135 free icons for marketers. You can download and use them for free — without any licensing or attribution — wherever you please on your website. And if you want to change the color of any of these icons, they come with a free guide for how to do that using PowerPoint.5) Make the icons clickable using your share link.Your goal is to make your social icon clickable so it sends viewers to the share link. The exact steps here vary depending on your CMS. First, upload the icon image into your CMS’ file manager and insert it into your website. Then, go back to the Share Link Generator and copy the content of the “URL only” box.Finally, link the icon image to that URL. (In HubSpot, that means highlighting the image, clicking the “Insert/edit link” button, and pasting the share link URL there.) Here’s what the final product looks like:That’s all, folks. Wasn’t that quick? Now you’re ready to add social share links anywhere on your website. Have fun with it! What is a social media share link?A social media share link is a URL that when clicked populates a set message and image that can be shared on social media. They are useful for amplifying your message and minimizing the time it takes someone to compose a social media message about your content.You know that feeling when you see or read something fantastic and you just have to share it with every human you know? (I get that feeling a lot when I read BuzzFeed and Upworthy.) When I get that urge to share stuff, the first thing I do is glance quickly around the website for social sharing links so I can pass on whatever I’m reading with just the click of a button.But when the social sharing buttons aren’t there, well … sometimes I just don’t feel like opening up a new tab, logging in to a social networking site, creating a new post, and manually pasting the URL I want to share into it.Yeah I know, it’s kinda lazy — but then again, 40% of people will abandon a website that takes more than three seconds to load. Think about it: A lot of people get frustrated or just don’t do things on the internet if it takes even a few extra seconds. That could translate to a lot of people not sharing your webpage who normally would.When you spend all that time creating cool content, you want people to share it. You can make your content more share-friendly by adding social sharing links that are visible and lead to pre-populated posts.Improve your social media post engagement with the help of this free checklist.Before we get into how to create them, let’s quickly review what social sharing links are.What Are Social Sharing Links?Social sharing links are those small, clickable social media icons lurking on the pages of ebooks, blog posts, and other webpages. When a viewer clicks on one, she is sent straight to a social media site with an update pre-populated with your content.Here’s an example of social sharing buttons from a page of a HubSpot ebook. Notice the links are in the form of social media icons — I’ll show you how to make your own later on.You can create social sharing links just like these and put them right into your ebooks, blogs, and webpages — all in just a few minutes. Here are examples of what they’ll look like when you’re done. (Go ahead, try ’em out!) Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlackcenter_img Social Media Engagement Originally published Jun 6, 2014 4:04:00 PM, updated September 05 2017last_img read more