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May

3

2017

How to Use Infographics to Get Leads From Your Website

Published by in category Content Marketing, Daily, lead generation | Comments are closed

infographics-and-lead-gen-compressor.jpg

I’m a sucker for a good infographic. Sometimes, it seems like it’s hard to come across a truly remarkable one — one that’s achieved the perfect trifecta of good design, readability, and reliable data. But when they’re well-executed, infographics work wonders, transforming complex topics and dry statistics into visually enticing content. They’re liked and shared on social media 3X more than any other type of content. And, as a result, they can be an excellent tool for driving more traffic to your website.

But here’s a fun fact: Infographics can also be a helpful device to generate more leads.

Generally, the same rules apply here as for creating any effective visual content — it serves as a conversion path as a result of shareability and informative nature. New Call-to-action

But what are the specifics there? What are the different ways to create the infographics that are going to generate leads? We identified five of our favorite ways to go about doing that, and outlined them below.

5 Ways to Use Infographics to Get Leads From Your Website

1) Represent an offer with an infographic.

How are you generating leads today? You might be creating downloadable content that’s gated by forms, or offering a free trial. Whatever those offers might be, pick one and break down the different ways it can be promoted.

To start, make a list of the 10 most interesting things about your offer, like the problems it will solve and the most important information it contains. Think: helpful bits of trivia, the most outstanding statistics it contains, and the best solutions it offers.

For example, let’s have a look at this infographic that was created by HubSpot Marketing Blog Editor Carly Stec:



Infographic example

This particular infographic could be an excellent lead generation tool for, say, a comprehensive guide to blogging. While writer’s block is just one pain point in blogging, it’s one that many people experience. Isolating that particular challenge and fleshing it out in a well-designed, shareable image is an excellent way to tease and promote the larger piece of content.

2) Know the design resources available to you.

If you don’t have a designer at your disposal, fear not — there are plenty of design resources available, many of them free.

One of them is this package of five free infographic templates. They’re in PowerPoint, and are very easy to customize. Just input the 10 pieces of information you selected in the previous step, and tweak the graphics to fit the data. At risk of sounding like a complete nerd — this part is really fun.

Otherwise, sites like Canva and Venngage are both free and easy to use a variety of visual content, including infographics — both also offer paid upgrades if you’re looking for something a little more advanced. Here’s a silly one that HubSpot Marketing Blog Senior Staff Writer Amanda Zantal-Wiener created — about her dog, not to be used for lead generation — for free using the former:



Lead gen infographic

3) Write a blog post to showcase the infographic.

Now that you’ve created your beautiful infographic, you’ll need a place to host it — ideally, somewhere on your site where people will find it.

Your blog is one such venue, and a post is a good way to exhibit your infographic. Even better, you don’t have to write a ton of copy. The visual content should “speak for itself,” if you will, so a small paragraph above the image with introductory text should suffice.

That said, the title of this blog post should still be interesting and optimized, primarily for two reasons:

  1. You want people to find your content organically with the right search criteria.
  2. Remember, one of the best things about infographics is how much they’re shared on social media. Having a strong title to go with a shared social post can encourage people to click on it.

4) Add a call-to-action to your blog post linked to your offer.

Next, you’ll want to create a landing page for your offer — you can click here to do that in your HubSpot marketing software. That way, visitors can fill out a form in exchange for the content you’ve created, and each completed form is a new lead.

Next, create a call-to-action (CTA) to insert into the blog post that’s hosting your infographic. That should be hyperlinked to your landing page — here’s an example of what that might look like:

ct-blog-cta-essential-guide-to-internet-marketing_ns

Not sure how to start creating a CTA? Check out this article with steps for doing so in your HubSpot software.

5) Make it easy to share your infographic via social media.

With certain blogging platforms, like HubSpot’s Content Optimization System, social sharing buttons will be added to each of your blog posts by default. But if your blogging platform doesn’t include that feature, AddThis is a great alternative. Simply sign up for an account, configure your social sharing bar, and add a bit of code to your blog.

AddThis

You can also add “Pin It” buttons like we did above, using Pinterest’s widget builder.

Also, consider turning sections of your infographic into ready-made tweetable images, like BookBub did for their infographic, “Using Back Matter to Sell More Books“:

bookbub-backmatter-infographic-social-images.png

But remember — shareability isn’t just about including the buttons that make it easy to post content with one click. And while that convenience is important, the content itself has to be worth sharing.

So, just to reemphasize, make sure your infographic also meets a high standard of design and helpful information. After all, 42% of B2B marketing professionals state that a lack of quality data is their biggest barrier to lead generation, so make sure the information you include is both reliable and beneficial.

Let’s Get Visual

Lead generation accounts for a big portion of many marketing budgets — in fact, 58% of marketers plan to increase theirs in the coming year.

Using infographics for this purpose is one of the most frugal ways to boost your lead generation efforts. And while creating quality visual content can take time, it can also pay off — so make sure what you’re producing is worth the investment.

How have you used infographics to generate leads? Let us know in the comments.

Editor’s Note: This post was originally published in March 2014 and has been updated for accuracy and comprehensiveness.

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May

3

2017

A Quick Guide to Snapchat for Nonprofits

Published by in category Non-Profit, non-profit marketing, Social Media | Comments are closed

Snapchat-banner-1.png Snapchat is on the rise in a big way. The popular photo-sharing and messaging app is becoming so big that even other social networks – like Facebook and Instagram – are beginning to incorporate their own versions of Snapchat’s unique features.

Check out some of these statistics: 158 million active users creating 2.5 billion Snaps per day, with 9,000 Snaps every second. That’s a huge user base that you can leverage into potential supporters!

But first things first: How can you use a photo app to communicate your nonprofit’s story to the masses? Organizations such as Ocean Conservancy, Human Rights Campaign, and Girl Guides of Canada are all embracing this social network, and setting it up is more simple than you might think.

Snap to it

Snapchat’s two most famous functions are “Snaps” and “Stories”. The former is a quick photo you can take with the app that gets sent via messaging to friends, but then it deletes itself after 10 seconds. When it comes to Snaps, you can still save good ones before they disappear forever by saving them to your Memories tab – that way, anyone can view your curated collection of individual Snaps.

And then there are Stories – a feature which, as we mentioned, is rapidly spreading across other social networks as well. Stories are little video collections of your Snaps that you can put together which only last for 24 hours. Stories don’t have to be sent directly to your friends – instead, they can be visible for everyone to watch.

How nonprofits can use it

On the surface, these two functions seem pretty Millennial-focused and probably more used by teens sending each other selfies. But your nonprofit can leverage Snapchat to give a creative spin on visual storytelling – something that’s very important in terms of inspiring people.

For example, if you’ve got a peer-to-peer event happening, why not collect a few Snaps to Stories or Memories that show off how much fun everyone’s having and what a big impact the event is having on the community?

If it’s new donors and participants you’re looking for, try putting together some Snaps that tell a cohesive narrative when you put them into Stories. For example, if you work at an animal shelter, you could assemble Snaps of cute animals that are up for adoption. If you have a charity that works with impoverished people, put together some before-and-after Stories that show how your company is helping change lives for the better.

Geofilters!

Geofilters are another clever way to use Snapchat to promote your nonprofit. To understand geofilters and how they work with Snapchat, let’s break the word down: filters and geofencing.

First, filters in Snapchat are one of its defining – and super dynamic – features. They allow you to overlay fun animations or special effects on top of the photo you’ve snapped. (There are also lenses, which put the effects overtop of the photo while you’re snapping it.)

A geofence refers to the GPS coverage of geographical area, putting boundaries around it like a virtual fence. It’s perfect if you’re looking to restrict usage of a filter to only a specific region or venune.

Combining geofencing with an exclusive Snapchat filter for an event – also known as a geofilter – is a prime way to get supporter-created content online. Geofilters have a few restrictions: namely, you can’t put your nonprofit’s email, phone number, or hashtag on it, and you can’t use more than two lines of text. But what you can do is make it look pretty, exclusive, and fun, so even people who aren’t familiar with your nonprofit will want to use it!

For example, at FrontStream, we put together a geofilter for P2P Forum back in March. Here’s what it looked like:

People located within the radius of the P2P Forum venue were able to have access to this geofilter through Snapchat, and we encouraged everyone to try it out.

There are two options for geofilters. A community filter is free, so if there’s something happening in your town, like a parade or a run or an awareness day, you can submit your artwork for free as long as you don’t have a brand or organizational logo in there. The Snapchat team will decide whether or not to approve your filter based your content and what other filters are already available in the area.

The second option is a paid one, and it lets you include your NPO or charity’s logo. As an advertiser, you are more likely to be approved. Our Snapchat filter was created under this option, and coverage of 36,000 square feet for three days only cost $60 USD, so it can be very affordable for your nonprofit!

If you’re looking for additional ways for your nonprofit to use geofilters, check out this informative list of tips. Some suggestions include using a geofilter to make a virtual prop for people, to promote an international “day”, or simply foster a sense of inclusiveness when you use the geofilter.

Get promoting

Once you’ve set up your nonprofit’s Snapchat account, it’s important to get the word out and start building your friends list! Take this example from the Animal Humane Society – they use the “ghost” code image for easy access to their adorable feed of animal photos. Be sure to set up your own ghost code and start showing it off on all your nonprofit’s social networks!

There’s no reason to be wary of trying out new social media for your nonprofit – in fact, something like Snapchat could be just the thing to get new prospects interested as well as engage your current donor base. Give it a try and see what creative fundraising promotions you can come up with!

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May

3

2017

Need to Convert Traffic Into More Leads? Experts Bust Common CRO Myths [Live Hangout]

Published by in category Business, Daily, Promo, Social Media | Comments are closed

Many marketers have to find out the hard way that more website traffic doesn’t always translate to more leads.

Unless your site is optimized to drive visitors to take action and engage, you can attract thousands of visitors and never see one of them convert into a lead. That’s where conversion rate optimization comes in.

Conversion rate optimization (CRO) is a systematic approach to increasing the percentage of visitors to a website that convert into customers, or more generally, take any desired action on a webpage.

Marketers can drastically increase the returns on their marketing activities by examining every conversion point in their website experience and making CRO a part of their day-to-day work.

Unfortunately, many marketers are trying their luck at conversion rate optimization without a holistic and scientific approach, which can do more bad than good. That’s why we’ve invited Unbounce‘s Senior Conversion Optimizer, Michael Aagaard, to debunk common myths for our audience in a live hangout with HubSpot Academy.

Michael began his career in CRO in 2008 as a freelance consultant, learning and applying these tactics in a variety of industries and companies. He routinely speaks at digital marketing conferences on CRO, and has published numerous informative posts on the Unbounce blog.

In this HubSpot Academy Master Class, Michael will explain the most common misconceptions around conversion rate optimization, and how to adopt a CRO mindset that can dramatically improve the marketing results you achieve through optimization.

Whether you’ve been tinkering with CRO on your website for years or you’re not sure how to get started, this Master Class will include new insights and actionable takeaways you can use right away. Click here to save your spot! 

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May

3

2017

20 Creative Writing Prompts That'll Help You Beat Writer's Block [Infographic]

Published by in category Blog, Content Marketing, Daily, IGSS | Comments are closed

Creative Writing Prompts.jpg

I’ve written a lot of blog posts over the past few years. (Read: I’ve stared at a lot of blinking cursors on blank screens over the past few years.) And if there’s one thing I’ve learned about business blogging, it’s that getting started is often the hardest part.

When you’re tasked with writing regularly and writing well, it’s natural to feel some pressure. My advice? Rather than letting that stress overcome you, consider what you can do to regain control of your time and output.

One technique I’ve found to be incredibly helpful in these situations is the act of freewriting, or writing continuously for a set period of time without worrying about accuracy, punctuation, or usability.

Trouble is, sometimes coming up with a topic to freewrite about can also leave you feeling stuck or stumped. That’s why we put together a handy list of creative writing prompts below to help you get started.

Creative-Writing-Prompts-Infographic



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May

3

2017

3 Strategies to Increase Employee Retention

Published by in category Daily, marketing agency | Comments are closed

employee-retention-strategies.pngYou started young. You were still growing when you started your first business. You felt the thrill of making something out of nothing. Or maybe you needed a taste of the real world and you got a job after college. Either way, here you are now.

You’ve got a business.

You worked through the tough times. You had credit card debt and you put it all on the line because you knew there was something there. Now your relentless entrepreneurial commitment has, at the very least, led to putting food on the table. Or even better, perhaps you’re killing it, driving a Tesla to your hip office with brick walls and an industrial ceiling.

Check out our comprehensive guide on how to start a business. 

The only problem … one of your key employees left this week. It wasn’t about the money. It was “about the future … the opportunity ahead. It’s not you. It’s me”.  

You’ve got other key players in your business that you need to stick around to make it tick. What are you going to do to make sure you don’t lose another?

I was the one that went to college, got my MBA, and stepped on the first few rungs of the ladder. I worked for some huge software companies and consultancies. I was told by my manager one day that I “lacked a sense of urgency.” He offered some advice … when I walk down the hall, I should “walk faster and smile less, because perception is reality.”

I was fired.

I started my own software business on the antithesis of his advice, and sold to private equity 14 years later. I built a culture that attracted some of the best talent and kept them around for the long haul.

Through the years, I learned three strategies that you can begin to implement today to ensure you keep your key employees around not only through thick and thin but, as Yvon Chouinard of Patagonia, says, “coming to work on the balls of their feet climbing the stairs two at a time.”

3 Strategies to Increase Employee Retention

1) Motivate from the inside.

Look at the organizations around the world that drive their followers to do unbelievable things. Look at SpaceX, Google, HubSpot, and the tens of thousands of charitable entities driving people to do amazing things.

What do they all have in common? They have followers and employees that believe in a vision and mission so much so that it’s aligned with their personal values or even becomes their own mission. These are the people that are passionate and committed. They are not leaving that organization any time soon. So what can you do to motivate and therefore retain your key employees?

Try it out: Start the dialog around why you’re doing what you’re doing. Bring your employees into the conversation. Spend weeks on this, if not months. Don’t rush it, but be deliberate about it.

Identify a purpose. The why… Watch Simon Sinek’s “Start with Why” TED talk. With purpose comes dedication. With a purpose comes the person that goes well beyond the job description. With a purpose you have an employee who is by your side faithfully.

It’s not the salary. It’s not the bonus. Those are nice, and the money is necessary, but it’s not what really drives people and keeps them around. You may even find a couple other little things like a vision and values come out of this little exercise, as well.

2) Trust your employees like they’re family.

I don’t mean trust that they’ll pay you back for the $20 you let them borrow at the casino 3 months ago. And I’m not talking about the trust it takes to open up and spill your soul. I’m talking about the trust it takes to give them something important to figure out, knowing that it’s going to be ok.

Giving them a project without necessarily weighing in on it, uninvited. Give them a little dang breathing room. If failure is too common, figure out why, but have some faith that you hired the right people for the job. Because, here’s what happens: The employee starts to own it. I mean really, really own it. They begin to take pride in it. And nothing drives someone as much as pride, except maybe autonomy and mastery… Yep. That’s Dan Pink.

Try it out: The next time you give someone a project or something to figure out, let them own it. Give them the desired outcome and ask them to report in on regular milestones.

Here’s the one rule: You need to let them own it and intervention can only happen if it’s going to hurt the business. That’s it. Mmmmm. Try it. Hey, try it at home with your kids too. But don’t hold me responsible for that one.

3) Create a cadence that form good habits.

So think about all those nasty habits you have. Ok, you don’t have any, but others do … like your grandmother who smokes a pack a day and she’s almost 90. And your college friend that hasn’t grown up yet still drinks too much because cool kids drink, right? Why is it that we don’t do good things as habitually?

Well, we do actually. You have a morning routine. I’ll bet you work out, brush your teeth, and clean yourself. Let’s open that up to the office now. Every business has a cadence — your team meetings, your company meetings, your financial reporting, Taco Tuesday, etc … There are other things, however, that you can start to make routine that will help drive employee engagement and therefore retention and loyalty.

Sustainability is all about the habit forming cadence. Recognition and feedback often lack consistency. Cadence. Career and professional development often lack consistency. Cadence. Attention to strategy often falls on the way-side. Cadence.

Try it out: Identify a few things in your company that are hard to keep top of mind. For example, employee recognition. This is something we tell ourselves we need to do better. I’ve even talked to some entrepreneurs that set calendar reminders to give props to their employees. It can be easier.

Get your employees helping you out. Establish a peer to peer recognition program and set it up with a cadence that creates a habit. It might be a weekly or monthly routine. Or find something else you need to do better. Turn it into a cadence. Turn it into a habit.

At one point, while building my business, we ran into a difficult period. We were losing money. We needed to either let some people go or reduce compensation across the board. I reached out to my key employees and told them the scenario. I needed to ensure they were behind me on this. All of them confirmed they were on board. I made the difficult announcement and over the six month recovery, we didn’t lose a single employee.

We had built a strong culture and money was not the key motivator. There was trust and autonomy. And our best habits were driven by a cadence.

Put These Strategies Into Practice

If you’re successful at embracing these three strategies, you will never ever lose another key employee, even in the tough times — or at least it reduces the likelihood.

In fact, you’ll have their friends hitting you up for jobs. You’ll have customers and clients asking to work for you. And you’ll see your employees walking in the door with smiles on their faces. They’ll arrive to work in the morning “on the balls of their feet climbing the stairs two at a time.”

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