Ballyness Bay farms spark call for debate on aquaculture licences

first_imgA debate is being sought in the Seanad following the granting of 14 aquaculture licences at Ballyness Bay in Falcarragh.The Minister for Agriculture, Food and the Marine last week granted 14 of 18 applications for licenses to create clam and oyster farms at the bay near Cloughaneely. Local campaigners have strongly opposed the development over fears that the farms would affect the local landscape and tourism.In light of the issue, Donegal Senator Brian Ó Domhnaill has called on the Minister to come before the Seanad to debate the processing of aquaculture licences. Senator Ó Domhnaill told the Dáil that the Save Ballyness Bay group will face costs of up to €2,800 to appeal the department’s decision.He raised questions over the timeframe of the application process: “The local community are deeply annoyed at the decision, taken swiftly by the Minister, in light of the fact that, in general, such applications take up to two years for a decision to be made.“The decision in this case was made within approximately six months of the applications being submitted.“There are significant questions to be answered about the public consultation process, given that the local community were not provided with the opportunity to make submissions prior to the Minister’s decision,” Senator Ó Domhnaill said. Speaking in the Seanad yesterday, Senator Ó Domhnaill asked the Minister to come before the House to discuss the issue early in the new year. Ballyness Bay farms spark call for debate on aquaculture licences was last modified: December 11th, 2019 by Rachel McLaughlinShare this:Click to share on Facebook (Opens in new window)Click to share on Twitter (Opens in new window)Click to share on LinkedIn (Opens in new window)Click to share on Reddit (Opens in new window)Click to share on Pocket (Opens in new window)Click to share on Telegram (Opens in new window)Click to share on WhatsApp (Opens in new window)Click to share on Skype (Opens in new window)Click to print (Opens in new window)last_img read more

Tau Ceti a Star for Life to Avoid

first_imgTau Ceti, a star with a dust disk astronomers had hoped might be an example of a planetary system under construction, is more like a war zone.  A press release from the Royal Observatory calls it “Asteroid Alley – an Inhospitable Neighbor.”  Using the James Clerk Maxwell Telescope in Hawaii, the astronomers detected 10 times the quantity of asteroids and comets as around our sun.  Jane Greaves, the lead scientist, explained the implications of this finding: “We don’t yet know whether there are any planets orbiting Tau Ceti, but if there are, it is likely that they will experience constant bombardment from asteroids of the kind that is believed to have wiped out the dinosaurs.  It is likely that with so many large impacts life would not have the opportunity to evolve.”    The press release says, “The discovery means that scientists are going to have to rethink where they look for civilisations outside our Solar System.”  Another astronomer suggests that our solar system may have been swept clean of impactors by a passing star.  Whatever the reason for the difference, Tau Ceti is “clearly a place you would not wish to be,” concludes Ian Holliday, Chief Executive of the Particle Physics and Astronomy Research Council (PPARC) of the Royal Observatory, Edinburgh.Evolution: always assumed, never demonstrated.  Dinosaur extinction via impact: a media mythoid that persists despite falsifying evidence (see 12/03/2003 and 06/02/2003 headlines).    Tau Ceti was the darling of astrobiologists who assumed its dust disk was evidence of an evolving solar system similar to ours.  Now chalk up another tally for the Privileged Planet hypothesis (see 06/24/2004 headline).  Even so, these measurements are too indirect to know for sure what it’s like out there at the Whale, without Han Solo to drive us through Asteroid Alley.(Visited 14 times, 1 visits today)FacebookTwitterPinterestSave分享0last_img read more

Understanding Online Community and Influencers with @Tamar Weinberg [@InboundNow #8]

first_imgIn this episode of Inbound Now, Tamar Weinberg, of “For social media to really be effective, it’s about understanding who the types of people are that would actually be interested in your product and then building relationships around these communities.” Why understanding and finding your industries influencers is key to your blogging success Again, find where your target audience is consuming and sharing content and reach out to them! Mutually beneficial pitches are always more like to get read and written about on their blog. “So, for example, if you’re interested in a number of, like if you’re doing finance, for example, there are a number of niche financial websites out there. For example, like, Tipd.com, which is a social bookmarking site, but there’s also and it seems that, the Inc. 500 are actually finding that the best targets out there of their social media efforts are actually niche forums.” Connecting with your community and infleuncers online 7 truths about social media  where she states unless you figure out who would be interested in your project and then figure out how to interact with them in a meaningful way, you are destined for failure. , joins us to talk about the ins and outs of social media marketing on the web. Niche Communities Matter In the show we chat about: Stop Marketing and Start Engaging with Scott Stratten (@unmarketing) Blogging Is Not an Overnight Process Brass Tack thinking Where Should a Business New to Social Media Start? It really depends on the communities that your service or product targets. Gauging Online Influence with Jason Keath of Social Fresh Originally published Feb 17, 2011 9:15:00 AM, updated October 20 2016 There are a ton of highly targeted micro communities online that you can interact with super fans. or on her blog How Tamar Got Started With Social Sedia Public Relations Faux Paus Seth Goden Without An Understanding of Your Community and Infleuncers You Are Destined to Fail Look for negative mentions of competitors and interact with that person, try and solve the issue, and let them know you exist. Rapportive for gmail – This extension for gmail pulls in the contacts social media profiles and helps give you a deeper context of what they have been up too. Think mini social CRM. Set yourself up with an editorial calendar filled with engaging content (with some long tail keywords weaved into the mix) and stick to that schedule. We dive into some of Tamar’s Favorite social media resources. Hootsuite How social media is not just a one off campaign but a constant in your marketing mix. ) “Hi nice to meet you, buy my stuff!” doesn’t work and will ultimately get you branded as a spammer. @Tamar ,  & Becoming a Trust Agent w/ @ChrisBrogan [@InboundNow #6] Don’t send blind pitches to bloggers. Do you homework and make sure your motivations align with the interests of the blogger before reaching out to them. Most blogs that except guest bloggers allow them to link back to relevant articles on their own site, thus giving them the ability to grab some of that readership, not to mention the SEO benefit from the inbound links! HubSpot User Group Conference This can be a great way to grab some business from people who are unhappy with their current solution. Must See Social Media Resources “It is really important not to just go out there and just broadcast” in social media, Tamar states. We do this at HubSpot with our annual HUG ( Past Episodes Techipedia Marketing you blog is something that must happen. Building relationships with the right networks with people who would be interested in sharing your content, is key. The importance of understanding your online communitycenter_img Social Media Is a Continuous Effort : Connect with Tamar online: Meeting your fans, customers, etc. in person and really help solidify the relationship you started with them online. Fan question: . Online Meets IRL Topics: Tamar wrote a great post about the on twitter Leverage Guest Blogging Opportunities “Social media” and online engagement really started right when the internet was invented. It was kind of the point. Mashable Mark Mathson asks It’s Not Over After You Hit Publish Come bearing gifts and helpful advice. Give back to the network long before you make any ask. – great way to have a columned layout of social media searchs and will help you manage multiple accounts. In other words there is more to social media than Facebook and Twitter and LinkedIn. PR squared   , Some of Tamar’s favorite resources to keep up with the changing trends of social media include: Mashable . Brian Solis , Brand awareness is something that must be built over time by being active and engaging within social media. Remember, don’t get discouraged, It took Chris Brogan 8 years to get his first 100 subscribers! , How to Market Smarter, Faster, and Cheaper with David Siteman Garland Social media is not a one off campaign. “What social media marketing tool is necessity for every marketer?” , Don’t Spam Social Media After crafting an awesome SEO friendly blog post and hitting the publish button, your job is not done! Podcasting for Business & Email Marketing Best Practices w/ Christopher S. Penn Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Chris Brogan When first launching a blog, one of the best ways to pull in new readers is by guest blogging for an already established blog in the space. For audio and the complete transcript head click here: Writing for the established blog instantly helps build the credibility of your own blog. How to Rock Your Facebook Fan Page with John Haydon Don’t underestimate the power of holding live meetups and user groups. This is a great way to foster and build brand evangelists. Techipedia She knew when she was 12 years old that she wanted to do something in the social media realm. “There is something very interesting about the way that the internet and social media break down geographic boundaries.” Social media explorer Seize The Day Influencer Marketing ,last_img read more

The Online Anatomy of a Spreading Story

first_imgLast night, U.S. forces killed “the most wanted face of terrorism,” Osama bin Laden. However, this is not a political blog post or a commentary on the event. Instead, it is an examination of how technology has drastically changed the word-of-mouth spread of information. Traditional media, TV and print newspapers, couldn’t keep up with the story as fast as new, social media could draw the evolving picture. This dynamic teaches important marketing lessons about the power of self-publishing, diffusion of news and the future of information gathering. Twitter: Where the News First Leaked As you might have already learned, the news about Bin Laden’s death first leaked on Twitter. The White House communications director, Dan Pfeiffer, announced on Twitter that the President of the United States will address the nation at 10:30 p.m. Eastern Time on Sunday, May 1. This act demonstrates the power of self-publishing tools and the subduing power of media as the messenger. The marketing takeaway is that today, you don’t need to knock on the door of journalists if you want to get the word out about something. If you build a large following, you can publish a story yourself and expect the press to come to you. Facebook: How the News Spread Don’t know about you, but I first learned about the story from Facebook. The status updates of all my friends had started to reflect the evolving story. They were leaving comments and heatedly discussing the news. In fact, Adam Ostrow wrote that within hours of the reported death, ‘a Facebook Page titled “Osama Bin Laden is DEAD” had already accumulated more than 150,000 ‘likes.’’Who you learn from hasn’t changed, it is still friends and family. But today, they won’t make a phone call to spread the news–they might post it on Facebook and expect to see a discussion take place. The marketing takeaway here is to realize the increasing potential of the Facebook news feed in delivering information and prompting action. Online Video: Where the Announcement Took Place Lots of people watched Obama’s speech on their televisions. But if you happened to learn about it online, you could have as well gone to www.whitehouse.gov and watched the live streaming of the announcement there. CitizenTube, YouTube’s channel on news and politics, was also broadcasting the President’s live address. In other words, the video was one click away from your current view.From start to finish, the story progressed on the Web. One could learn everything there was about it without turning the TV on. The virtual ecosystem carried the news from it’s leak on Twitter, to its spreading on other social media channels, to the actual video announcement and to the post-analysis on news sites and blogs. What has this event taught you about the spread of information online? Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Newsjacking Topics: Originally published May 2, 2011 12:01:00 PM, updated October 20 2016last_img read more

5 Tips and Tricks for Pre-Event Problem Solving

first_img 1. Review Your Event With Someone Uninvolved Sit down with everyone (colleagues, vendors, etc.) who has worked with you to plan the event, and run through the day’s activities. While reviewing the schedule of the day(s)’ events, brainstorm a list of everything that could possibly go wrong. Make up scenarios of problems that could arise, and solve them ahead of time. In the event that any of these issues come to fruition, you’ll be glad that you’ve already created a plan for solving them. It’s always a great idea to review your event’s plan and schedule with someone completely removed from your event. A fresh set of eyes can do a lot of good because that person may notice something you haven’t. As an event coordinator, you are trying to juggle a lot of the event’s moving parts, so someone who knows nothing about it might come up with a fresh idea you never even thought of, and it might even improve your event. During conferences, people love tweeting about presentations and content. Unfortunately, they also love tweeting their complaints about the event’s venue, food, or even speakers’ presentations. By . What else do you do to prepare for problems that might arise during an event? Event Marketing There will always be people who fail to show up for your event, even when they said they would. But for every person who doesn’t show up, there may be two more people who profholtz wouldn’t You plan for months and months to make sure everything runs smoothly for . You are in regular contact with your speakers, you have worked with the caterers for many years and know they are reliable, and your guest list has far exceeded your expectations. So what could go wrong? Even the most experienced event planners have to deal with problems that arise during an event. But there are ways to plan for issues in advance. do during the event, you may be able to eradicate any significant problems on the spot. Designate a hashtag for your event and monitor its stream of tweets as a way to keep track of any issues that arise. By immediately solving problems as they occur, you could be saving your event from even larger problems that might escalate and become potentially damaging to the success of your event as a whole. 5. If the Event Is Annual, Take Surveys and Use the Feedbackcenter_img keeping track of these tweets 4. Monitor Twitter for Any Problems or Complaints Photo Credit: ). Plan accordingly, keeping in mind that a lot of people decide last minute to attend an event they may have heard buzz about for months. When ordering food, giveaways, chairs, and other accommodations, order more than you think is necessary. You might spend a few extra dollars, but you’d rather have more than enough to ensure all of your attendees are happy and your event runs smoothly. You may have many creative and innovative things planned as part of your event, but attendees will always prefer some event features over others. For example, they may have liked more time to network and meet speakers, or perhaps they would have preferred a different venue. Surveying attendees and using their feedback to plan future events will not only encourage people to come back in the future, but it will lead to positive your event feedback about your event 2. Schedule a Walk-Through a Few Weeks Before Your Event Originally published Aug 12, 2011 11:01:00 AM, updated October 20 2016 show up (even when they said they 3. Be Generous and Think MORE, Not Less Topics: 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

What a Top-Notch Lead Management Program Looks Like

first_img Originally published Jan 27, 2012 3:45:00 PM, updated October 20 2016 Lead Nurturing Walk into any active sales room, and it’s easy to tell how time-intensive most sales operations are. To make the hours spent worthwhile, it’s important to ensure that your sales team is only talking to the most qualified leads. Lead management is a strategy and set of corresponding tools that help companies filter out unqualified leads and better understand the buying cycle of their good leads. When executed well, lead management makes your marketing team more effective, your sales team more precise, and your leads happier. Lead management programs vary from company to company, but here are several important components to consider.  Prospect Intelligence For B2B companies, lead management should actually begin before a lead ever fills out a form. Individual website visitors who are still in the browsing stage can actually tell you a great deal about what content is attracting them to your company. By using prospect tracking software , which reports on the IP address associated with site visitors, you can understand which types of companies are visiting your site. Connecting company activity on your site with a certain type of content or topic can help you better prepare your sales team for when a lead from that company later converts on your site.    Lead Intelligence When someone converts on your website by completing a form or downloading a piece of content, the relationship with that lead begins. By using analytics  to keep tabs of the content leads view and the interactions they have with your company, you can build a more relevant, personalized experience for each lead. Lead intelligence begins by developing a profile for your lead with the information provided and creating a place to store all future interactions and data on that lead. After you have that profile created, you can begin to segment your leads based on their interests and send emails and other communications that are targeted and relevant to them. Lead Scoring The good news about inbound marketing is that it can attract high volumes of leads. The challenge then becomes, how do you separate the good, quality leads from the people who are just looking around? That’s where lead scoring comes in. With lead scoring , you can attach values to each of your leads based on their professional information and the behavior they’ve displayed on your website.  Get started by meeting with your sales team and coming to an agreement about what makes a quality lead. What types of pages viewed or content downloaded indicate that the lead is getting close to a decision point?  What lead activities do you want to prioritize? After you’ve come to an agreement on quality indicators, you can use a lead scoring app like HubSpot’s Lead Grader to assign custom scores to each activity so your most qualified leads float to the top. Customer Relationship Management Another key component of successful lead management is the integration of your marketing software and your customer relationship management (CRM) software. Too often, there is a divide between marketing efforts and the revenue that those efforts drive. Connecting your marketing software to your CRM system enables you to bridge that gap and get a complete view of your marketing funnel, from the campaigns and channels that first brought customers into to your company to their most recent point of sale. Marketers call this kind of end-to-end view “closed-loop reporting.” Closed-loop reporting can help you understand which marketing efforts resulted in actual purchases so you know how to invest your marketing budget more strategically. To get started, make sure you have a marketing platform and a CRM system that have the ability to integrate through APIs.   Lead Nurturing Lead nurturing is all about understanding the nuances of your leads’ timing and needs. Basic lead nurturing involves a tightly connected series of emails with a coherent purpose and an abundance of useful, relevant content. Lead nurturing campaigns are typically kicked off in a scheduled cadence after someone takes a specific action on your site, like requesting a trial or signing up for a webinar, and they reflect the action taken. Alternately,  behavior-based lead nurturing , often called marketing automation , enables a company to trigger communications based on real-time customer behavior. Warming leads up over time through helpful, educational emails will help them get to a decision point more quickly. To set up your first lead nurturing campaign, think about the typical buying cycle of your leads. Design related emails that address the goals of each of these stages (for example: education, comparison shopping, cost-assessment). Remember, lead nurturing emails should be designed to help your leads, not push an immediate sale. Use a lead nurturing program to time these communications appropriately throughout the buying cycle.  The Complete Picture Customer relationships take time. Research from Gleanster suggests that even when it comes to qualified leads, more than 50% aren’t ready to buy on the day they first convert on your site . You’ve put a lot of work into attracting leads, and often, it’s how you manage them after the conversion that will determine if your time was well spent.  The power of lead management comes in adapting your communications to reflect a comprehensive understanding of your leads’ needs and timeline so that when you hand them over to your sales team, all parties are informed and ready to move forward. To learn more about how to get started with lead management, download our free ebook, Lead Management Made Simple . Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Topics:last_img read more

Facebook Launches New Mobile Design for Business Pages

first_img Originally published Apr 23, 2013 4:00:00 PM, updated February 01 2017 What’s New for Facebook Page Admins?In addition to design enhancements from the user’s perspective, Facebook’s updated mobile page layout also comes with some notable changes on the admin side of things …Pinned Posts Appear Higher Up: Ever since Facebook’s Timeline changes went into effect back in 2012, Facebook page admins have been able to pin important posts (including offers or videos) to the top of their Timeline using Facebook’s desktop version. With Facebook’s mobile update, this pinned content will now appear front and center when pages are accessed via mobile devices.Better Mobile Management: Facebook’s changes give page admins the ability to easily swap between public and admin views of their page directly through their mobile devices, enabling them to comment on posts with either their personal or business account. In addition, Facebook has also released a new layout for corporate pages that have both a central brand page as well as other local business pages. The parent page shows links to its child/local pages below the map so users can find the nearest location. These features are noticeable in Facebook’s images below: Topics: Big Wins for Local Business Marketers Although Facebook Page admins don’t have to do anything in order to activate the new layout for their mobile visitors, Facebook’s changes do have some implications for marketers — particularly local businesses.Aside from any possible motives of competing with more mobile-friendly local business-oriented apps like Yelp, Facebook’s changes all seem reactive to the need for making the mobile experience on brand pages much more utilitarian rather than social. It makes perfect sense, considering that mobile users accessing Facebook Pages are likely more interested in getting information about nearby local businesses than actually interacting with the content on the page — a behavior that makes much more sense for the desktop user.Given that the mobile design is much more focused on providing users with local business information, recommendations, and ratings than encouraging Timeline engagement, Facebook’s updates appear to be much more beneficial for the local business brand page than any other type. And because it’s possible that mobile users may start gravitating toward Facebook over other apps like Yelp (at least I’m sure that’s Facebook’s hope) for information about local businesses, it’s critical for local business marketers to make sure the information on their Facebook Page is accurate and up to date. It also wouldn’t hurt to start collecting positive reviews/recommendations and star ratings, either ;-)What do you think of Facebook’s new mobile page layout? How do you think it will affect Facebook mobile marketing? Facebook Updates If you’re the proud owner of a Facebook business page, your page’s mobile presence is about to get a makeover. Today, Facebook announced some design and layout improvements to the mobile version of Facebook Pages in response to the fact that half of Facebook Page visitors access those pages from their mobile devices. These updates are accessible starting today via mobile browsers and on the Facebook iOS app, with the changes coming soon to the Facebook Android app.The best thing about it? Facebook Page admins don’t have to do anything to optimize for it besides keeping the web version of their page complete and up to date. How’s that for easy optimization? Let’s review the changes to the Facebook Page mobile layout so you know what to expect both for yourself as a page admin, and for your mobile Facebook Page visitors.What’s New for Mobile Users?As you can see via the screenshots below from TechCrunch, there are a few noteworthy changes to the mobile version of Facebook Pages from the user perspective.Cleaner Look and Feel: The simplified layout is designed to give page visitors a much more mobile-friendly user experience.Easy Ways to Interact With the Page Overall: The new design features buttons for users to Like the page, check in, call the business, or click for more, which includes actions like sharing, sending a message, copying the page’s link, or reporting the page — right below the page’s cover photo and thumbnail.Most Useful, Relevant Information Featured Up Top: The new design aims to surface the important information closer to the top of the page so users don’t have to scroll to find critical info. This information includes a close-up map so users can quickly determine the business’ location in addition to the business’ address, distance from the user’s mobile location, hours of operation, price range, and a prominently featured average star rating.Below the fold, the layout includes reviews left by the user’s friends, and an option for users to add their own recommendations. Next, users see a large, slideshow-like album of photos from the page before finally viewing the page’s feed of Timeline posts.  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

How to Create Custom Audience Segments in Google Analytics [Quick Tip]

first_imgI’m gonna be straight with you: Google Analytics is a beast. I’ve been learning and using it for over two years, but I’m still discovering new (or at least new to me) tools and reports that I should be using. With nearly a gazillion reports (okay, I’m kind of exaggerating here), it’s easy to feel overwhelmed when you’re trying to learn everything at once.All the reports, and their sub-reports, and those sub-reports’ sub-reports all start to blend together … leaving you right back where you started: confused.Instead, I’ve found that learning specific use-cases for Google Analytics allowed me to actually understand the platform and not just click a certain set of keystrokes to get a desired result. So today, we’re going to get back to the basics to start digging into Google Analytics a bit more and use data to understand your already-created buyer personas. (Need help on creating a buyer persona in the first place? Check out this free template to help you build one from scratch.) Different buyer personas will act differently on your website because, well, they’re just different. Some groups of people will want to know tons and tons of information about one subject before buying your product, while other groups may want a deep dive into another. Some groups don’t want information at all — they just want to go right to your “Contact Us” page. Once you know what your personas do on your website, you can begin to experiment and optimize your website to make it easier for your personas to do what they want. But before we start changing up CTAs, adding website pages, or running A/B tests, we need to start tracking these different audiences. That’s where Google Analytics comes in. In Google Analytics, you can create custom audience segments that can be applied in any of the Google Analytics reports. These custom audience segments help you get a much more accurate and useful picture of who is visiting your website and what they do once they get there.Luckily for us, creating custom segments is also pretty quick and easy — you just have to know which semi-hidden buttons to select. Here’s how you do it.How to Create Custom Audience Segments in Google Analytics1) Open up Google Analytics and choose the domain you want to use.2) Click the drop-down arrow in the top-left corner.3) The menu will drop down.Yep, there’s lots of segments already in there — these are the default segments that come with Google Analytics.4) Click ‘+ Create New Segment’ in the top-left corner.5) Refine your parameters to align with one buyer persona. For example purposes, we’re going to pretend that we only segment personas based on computer usage — Mac vs. PC. True buyer personas are much more robust than that — and you can narrow down your audience by adding more parameters in GA — but we’ll keep it simple for this post.6) To segment just Mac users, select ‘Technology,’ then click on the form field next to ‘Operating System.’7) A drop-down menu will appear. Select which metric you want to segment your list by.8) Click preview to see what the graph representation looks like, or click ‘Test’ just to see how much of your total population is in this segment.9) Click ‘Save.’10) Ta-da! You have a new custom audience segment!You can use this anywhere inside Google Analytics, which can then allow you to compare overall traffic between segments or drill down into different pieces of content to see what specific content types your audience likes.If you create more than one custom segment, you can also compare them against each other. Does one buyer persona use certain technology than the other? Does one spend more time on site than the other? You get the picture — there’s lots of things you can find out once you have a custom segment in place.Bonus: If you can monitor and report on how that segment changes over time in your monthly metrics, your boss will be one happy camper. So think about it, eh?How have you used custom audience segments in your marketing?  Google Analytics Originally published Nov 7, 2013 11:00:00 AM, updated February 01 2017 Topics: 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 Psychology of Ecommerce Sales: Taking Advantage of Sunk Cost Effect

first_img Originally published Jul 15, 2015 7:00:00 AM, updated February 01 2017 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Topics: If you’ve ever signed up for a gym membership, then you’re already well aware of the power of sunk cost effect. Basically, every time you sigh and grumble your way to the gym to power up the elliptical, you’re falling prey to this phenomenon that says we’re reluctant to pull out of something that we’ve already put a lot of time, money, or effort into. The sunk cost effect is obviously a very real thing, as you’ve experienced for yourself. There are also studies surrounding other items that prove the phenomenon exists outside of the physical improvement realm. One study centered on an imagined scenario with ski tickets. Participants were asked to imagine they’d accidentally double booked for two excursions. One was more expensive and decidedly less fun. The other was cheaper and guaranteed a good time. Most went with the snoozefest so as not to waste all that money.Why would people do that? The sunk cost effect. And you can harness that power for your own ecommerce efforts.Subscription ServicesThe sunk cost effect is why subscription services are so very popular right now. Most offer the opportunity to save money by signing up for multiple months and paying up front. The buyers who take advantage of the savings realize very quickly that they have to find some way to enjoy the products that are delivered.Because they’ve already put so much money into their subscription deliveries, they’ll often sing the praises of the products they receive. Whether by sharing on social media, starting their own review blog, or just telling everyone they know, buyers will always attempt to justify the cost.Branding BenefitsBecause people are willing to pay more money for brands they perceive as higher quality, you can also get a big benefit out of the sunk cost effect. When consumers pay the higher price for your goods, they will become convinced they’re better than others of a lower price.Again, once they’ve paid the higher price, buyers are determined to believe they haven’t wasted money. They’ll share their experience with your products as a way of convincing themselves and others that the cost was worth it. And they’ll likely return for future purposes once they’ve determined your brand is better.Upselling AssistanceOnce buyers have paid a hefty sum for your products, they can often be persuaded to kick in a little more for a truly stellar experience. For instance, if they purchase a laptop, they’re primed for upselling the virus protection software to protect their investment. If they purchase a seat on a plane, they might be convinced to add a little more for greater legroom or a seat in business class.The reason they’re primed for the upsell at this point is that they must consider how much they’ve already paid before they approach the possibility of paying more. As they contemplate the price of the laptop, they realize they’ve already put a lot of money into the purchase. Something as irritating as a virus could ruin that investment in no time. With the economy plane seat, buyers realize they’ve already paid a big chunk. A little extra to ensure a comfy flight doesn’t seem like such a big deal.How has the sunk cost affected you in the past? Can you convert that into a powerful tool on your ecommerce site?  Ecommerce Saleslast_img read more

How to Effectively Crowdsource Content From Your Entire Organization

first_img Topics: Content Creation Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack You’ve just written your fifth blog article of the week, you have twenty-something slots to fill with engaging Twitter content, and you’re coming to the realization that those emails you’ve been putting off aren’t going to write themselves.The struggle is real.While my team and I have found that crowdsourcing content is a great way to combat writer’s burnout, often times it’s easier said than done. In an effort to make actually doing it a bit easier, I’m going to dive in and share the details of my secrets to crowdsourcing content from your team in a way that’s actually enjoyable for everyone. 4 Tips for Crowdsourcing Your Team for Content Creation1) Explain why it’s important to the business. For crowdsourcing to work, you’ll need buy-in from the members of your team. You want to get them excited about their contributions, and you also want to ensure that they don’t feel as though you’re just trying to get them to pick up your slack. When it comes time to talk with them, carefully explain that while you’re heading up the content strategy, you’re not an expert at everything. Their expertise is exactly what your content needs to differentiate your company and stand out to potential customers.Essentially, your goal should be to deliver the “why” behind your ask for help. Here are a few ways to approach key team members:To your HR director:”If we’re going to write about what makes our company culture unique and why we’re such a great place to work, we’re going to need your voice. You have valuable insight into what candidates think makes us different and why they’re interviewing here in the first place. We need that information to write awesome content that speaks to prospective employees and interns, attracts the best of the best, and ultimately makes your job easier.”To your sales team:”I can write marketing content all day, but because I’m not actually on the sales calls with clients, I can’t connect and engage them the way you do. I’d love to better understand what makes them excited about working with us and what their objections and pain points are. Getting your input on content ideas would help me create higher quality content you can send to prospects at different stages in the sales cycle and help you close more sales.”To your developers:”Our product has fantastic features, and the UX is second to none, but I can’t explain that to other developers who use our product in the same way you can. I’m not as familiar with the technical aspects of what makes our tech so great or why others love using our software. I need your help with communicating that information so we can really speak to our audience in a language they understand.”2) Get your team members over their fear of writing.After you’ve explained to your team why their help is crucial to your content creation efforts, you’ll most likely have to help them overcome their fears of actually writing content. For anyone who doesn’t write content day in and day out, just the thought of sitting down to write a 1,000-word article about anything — even about what they do every day — can be incredibly intimidating.Make it crystal clear that you don’t need them to be great writers. Explain that you need their expertise on the particular topic, not their perfect spelling, grammar, and sentence structure. You can craft and polish their thoughts into compelling, relevant content after they’ve communicated their expertise to you.In fact, there are ways to crowdsource from your team members without them ever having to write a piece of content. Speaking up in meetings and conversations or sending you links to articles that inspire them can give you insight into their voices and expertise.3) Make the process as easy as possible.While relieving your team members of the responsibility of actually writing content is wonderful, it’s still important to make the process as simple and easy as possible. Here are a few tips and tools that our team at Influence & Co. uses to improve communication across departments:Use 15Five to poll your team for content ideas.Using our weekly 15Five reports to crowdsource content ideas has proven especially beneficial for our marketing team. We’ve gone as transparent as including questions that directly ask, “What should we write about on our blog?” to as inconspicuous as, “What are you struggling wit this week?”Use Slack to collect content ideas.We have a Slack channel called #article-topics. This space serves as a great way to encourage our team to share articles they find interesting or topics they think we (or our clients) should be writing about. Because it’s a public channel, anyone on our team can add to it, and the marketing team can skim through it every week for article ideas.Collect information from team members in interviews. The members of your team who are actually working with your customers every day are usually the ones who will have stronger content ideas because they know exactly what your customers are asking, what problems they’re facing, and how your company is alleviating pain points.Our marketing team started conducting interviews with our client service pods, which are teams of account strategists, content strategists, and editors who work on content for our clients. The marketing team asks questions about what the pods’ clients are struggling with and what content could be helpful to them. Then, they develop article topics based on answers from the interviews.Use a knowledge bank to store and organize collective information.Once you have a lot of great content ideas and full answers to specific questions from the different members of your team, you need a place to store, tag, organize, and reference this content for the future.Our team at Influence & Co. built a knowledge bank, and we’ve created a free knowledge management template you can use, too. Next time you’re crafting a piece of content and need input from a team member or a quote on a specific topic, you can reference the knowledge bank first and save yourself and your team members plenty of time.Use project management software (or even Google Docs) to collaborate on articles.Our team has created proprietary project management software that enables us to collaborate on content production, editing, and publication opportunities. The software also sends email notifications on content progress to keep involved team members updated.However, if you don’t have access to software that’s specifically tailored for you organization’s process, something general like Google Docs is a great start. This allows multiple people to add, edit, and make comments on articles so you end up with the best content possible. 4) Give credit to your team members for their help.You’ve finally finished an article that has utilized the collective knowledge and skill sets of dozens of your team members. Rather than take all the credit for yourself, consider these strategies for spreading the love: Co-author the article. Rather than giving the byline to only one of the article’s contributors, list co-authors. It’s perfectly fine to publish a piece of content with more than one author.Credit the byline to the biggest contributor. While it took several people to make this piece of content a reality, it’s not practical to list nine authors. Instead, determine who contributed the most to the article and give that person the byline.Give credit within the article.When you include a piece of information in your content that a member of your team shared with you, quote them. Give credit via social media.When you share your content online, give a special shout-out to each member of the team who contributed skills or expertise to make the piece a success.Getting StartedIf you can explain why their help is important, get them over their fear of writing, make it easy, and give them credit, crowdsourcing content from your team members will be simple. Next time you’re sitting at your computer with writer’s block, remember: you don’t need to have all of the answers because, lucky for you, your team likely does. Originally published Oct 7, 2015 6:00:00 AM, updated February 01 2017last_img read more