Should A’s worry Oklahoma’s Kyler Murray will choose football?

first_imgOklahoma’s star quarterback Kyle Murray reiterated his plan is to leave football behind after this season and focus on playing baseball for the A’s.But should the A’s, who signed Murray for nearly $5 million, be worried he’ll change his mind?Murray, who has become a leading candidate for the Heisman Trophy during his spectacular season for Oklahoma, didn’t exactly squash speculation Monday.“I feel like I can play in the NFL,” Murray told reporters in Oklahoma. “But as far as giving …last_img read more

Ohio Farm Custom Rate Survey for 2016

first_imgShare Facebook Twitter Google + LinkedIn Pinterest A large number of Ohio farmers hire machinery operations and other farm related work to be completed by others. This is often due to lack of proper equipment, lack of time or lack of expertise for a particular operation.  Many farm business owners do not own equipment for every possible job that they may encounter in the course of operating a farm and may, instead of purchasing the equipment needed, seek out someone with the proper tools necessary to complete the job. This farm work completed by others is often referred to as “custom farm work” or more simply “custom work”. A “custom rate” is the amount agreed upon by both parties to be paid by the custom work customer to the custom work provider.Ohio State University Extension collects surveys and publishes survey results from the Ohio Farm Custom Survey every other year and we need your assistance in securing up-to-date information about farm custom work rates, machinery and building rental rates and hired labor costs in Ohio.This year we are updating our published custom farm rates for Ohio. Extension Educators in Ohio will be disseminating surveys at select educational activities throughout the winter. There is also an online survey option that anyone can access. The online survey is available at: http://aede.osu.edu/customrate2016We would ask that you respond even if you know only a few rates.  We want information on actual rates, either what you paid to hire custom work or what you charged if you perform custom work. Custom Rates should include all ownership costs of implement & tractor (if needed), operator labor, fuel and lube. If fuel is not included in your custom rate charge there is a place on the survey to indicate this.You may access the survey at: http://aede.osu.edu/customrate2016The deadline to complete the survey is March 31.last_img read more

The Best Way to Build a Twitter Account? Step by Step.

first_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 by going out and following people, you should be able to accumulate a lot of followers , added a short bio, uploaded an avatar and are Tweeting regularly, but still nobody’s following you. stepped approach of following to followers, meaning that many users follow-back those that follow them. Conclusion you should try to keep your ratio near or under 1  to test this assumption. I broke up the database into “buckets” of users based on how many users they’re following. If you’re following around 100 users, you’re in the 100-user bucket, if you’re following close to 1000 users, you’re in that bucket. Twitter Grader The data shows that the best way to build a robust with lots of followers, and we assume these factors have some sort of causal relationship,  The way most Twitter users (especially new ones) build a base of Twitter followers is by following people themselves. Lots of people follow-back people who follow them, so I recently spent some time using data from  . People who follow lots of people tend to have lots of followers themselves. (following the same number of people as follow you or less). So does that mean you should go nuts and follow tons and tons of people? To answer that question, let’s look at how your following/follower ratio is related to the number of people that follow you. Topics:center_img The graph below shows the number of users in each bucket (the red line) and the average number of followers the users in each bucket have (the blue line). build a Twitter account is via a . Follow a few people (a few of them will follow you back), then follow a few more.  We see that Originally published Mar 26, 2009 8:29:00 AM, updated October 20 2016 Twitter account for your business The graph below shows the average number of followers of users based on their ratio. A ratio of 0.5 means that you follow half the number of people that are following you, and a ratio of 2 means you follow twice as many people as are following you. Now what? most users have close to a 1:1 ratio You signed up for Don’t go crazy following thousands of people. Do it slowly and build up your followers gradually.  The red line indicates that most users aren’t following a ton of people, which is expected given that most users aren’t Twitter-addicts. The blue line, however, tells a more interesting story:  This shows that users with a low following to follower ratio tend to have a high number of followers. That means that if your goal is to Twitter Marketing Twitterlast_img read more

Optimization Testing: Don’t Obsess Over Conversion Rates

first_img Gross margin Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Revenue per visitor Lose Your Gut (Feel) in 60 Minutes: Site Optimization Testing Boot Camp More traffic was driven to your site, conversion rate decreased, revenue increased Conversion Rate Optimization @getelastic More people purchased, but a percentage would have purchased anyway without the discount Pre-checked email opt in test: What does conversion rate mean, anyway? Price and promotions test: Like this post? Register for the upcoming HubSpot & Get Elastic Webinar on 6/9 at 4pm ET: One of the biggest mistakes you can make with A/B or multivariate testing is to have conversion rate myopia. It can cause you to draw the wrong conclusions about success, and apply the wrong elements to your site which can actually cause you to Revenue Originally published Jun 6, 2011 7:30:00 PM, updated October 20 2016 . Linda is chief blogger at the Email price, promotions or coupon test: The cure for conversion rate myopia is to embrace the other important metrics, like: More people initiated checkout, but abandonment the same because the real problem lies in the funnel do is entice the visitor to stay on your site for more than one page view. This means a successful home page test reduces bounce rate and wins a higher percentage of clicks deeper into your site. can Know a Test Page’s Goal Some sites’ conversion goals are a completed “contact us” form, for example. In cases where there is a very short conversion funnel, home pages may have more influence on the holy-grail-conversion for your business. While it’s always important to measure conversion rate improvement with any test, it’s not the only (and not always the most important) metric to consider in testing. There are different data points you can use to construct a conversion rate, but essentially it is expressed as the number of conversion actions (sales, completed forms, Facebook Likes, email sign ups, etc) divided by the number of visitors. Where conversion rate can become convoluted is when you have to decide whether a conversion rate applies to total visitors or unique visitors, or to a particular traffic segment (e.g. exclude customers outside of your shipping area). Other examples of analytics relationships: More people signed up for email, but reported your messages as spam because they signed up unwittingly More people purchased the item, but more tried to refund because item wasn’t explained truthfully, negative reviews suppressed money. Merchandising test:center_img Get Elastic Ecommerce Blog Elastic Path Software . lose For most folks, the conversion goal measured is sales. So a home page test would be tied to ultimate sales. But is it fair to hold, for example, a banner on a home page responsible for higher or lower conversion percentages? The home page is simply one page in a long conversion funnel. Unless you can purchase directly from the home page, it does not influence ultimate conversion. What a home page  Margin per customer Remove negative reviews test: Banner ad test: Repurchase rate More people bought, but items per sale were lower – profit did not increase This is a guest article written by Linda Bustos, director of eCommerce research for Cart button test: It’s always important to consider the revenue improvement, not just conversion rate improvement. Removing product recommendations from shopping cart pages, for example, may improve conversion by 20%, but if average order value fell by 30%, it’s not a winner. Average order value Are you measuring the right thing with your website optimization tests? Items per order and Margin per visit (profit) The Other Other Metrics Revenue less returns Return rate Understand the Relationship Between Metrics Lifetime customer value The challenge is, some of these gold nuggets of data are not available from your analytics tool out-of-the-box with Google Analytics. (Some tools like Yahoo Web Analytics and Omniture allow you to import COGS – cost of goods sold – for example). You may need to integrate your data sources together to get a clearer picture. At the very minimum, you should be looking at revenue, revenue per visitor and average order value. More people bought, but at a lower price – profit did not increase @roxyyo , the Internet’s most read eCommerce blog. You can find Linda on Twitter Topics:last_img read more

Why Marketers Should Forget Frameworks & Think Outside the Box

first_img marketing campaign Then, for the big finale of the lecture, Dan explained that, just like all other great frameworks, FN and LN had acronyms. He revealed that the FN acronym for Design, Adoption, and New product was DAN, and the LN acronym for Attitude, Research, Image, Education, Learning, and Yield was, of course, ARIELY. Naturally, FN stands for First Name and LN stands for Last Name. Whatever you decide to do, just make sure you keep an open mind when you face your next marketing challenge. Take a lesson from Dan Ariely, and don’t let the joke be on you. Inbound Marketing Frameworks Stifle Creativity Here are some ideas: A Lesson About Frameworks Dan shared a video on his . Company, Collaborators, Customers, Competitors, and Climate – these are important tools for evaluating the background of a situation before diving in to solve your marketing problem. But Dan Ariely, famous author of blog . To hear the story in Dan’s own words, check out his Instead of following a specific framework exactly, expand upon the factors it includes. This way you can build off of a solid foundation and still make sure you cover everything you need to take into consideration in order to fully evaluate the situation. Collaborate with another person and see if you take different approaches to the same situation. Figure out what reasoning you’re each using and try to determine what components of the other person’s approach you should incorporate into your own. marketing in which he tells the story of the “most interesting teaching experience” he’s ever had. He was teaching an introductory marketing class to MBA students at MIT, and he opened up the class by explaining that he was not interested in the textbook, and would teach them other things. As the class continued and he seldom referenced the textbook principles, his students began to complain with growing frequency that they wanted to learn marketing frameworks. So Dan decided to teach them a lesson.center_img “The point is that we often can create frameworks, and even though I made fun of them, the fact is, we create these frameworks, and at the moment when we think about them, they make obvious sense. And the way you think about it is, what else could it be? And if it doesn’t get you to think differently, how useful is it? And those things that look so intuitive are often not very useful. The other point is that we can all often force the world into some framework without it being very useful, and by doing that, we often don’t look at the nuances and don’t evaluate situations close to each other.” Topics: Try to view the situation from the perspectives of others, like your customers or co-workers. Compare what you think their perspectives would be with your own perspective. For those of us who have taken any sort of marketing course, the 4 P’s and the 5 C’s are nothing new. Product, Price, Place, and Promotion give us 4 dimensions over which to analyze the scope of any given Predictably Irrational: The Hidden Forces That Shape Our Decisions Originally published Jun 16, 2011 8:00:00 PM, updated July 11 2013 , has a question. Are these frameworks really all that useful? So what’s the takeaway here? Sometimes you need to think outside the box. Broaden your perspective, and look at the big picture. If you just focus on fitting everything perfectly into where it belongs and following exactly the guidelines outlined for you by a textbook or some acronym, you’re probably missing something, and it might be something important. Dan questions how useful a framework could be if it doesn’t get you to think differently. So take the time to reevaluate the frameworks you use, and ask yourself, “How could I look at this information in a new way?” video The students were thrilled and paid close attention as Dan spent the class explaining that there were two important frameworks, FN and LN. The FN framework consisted of 3 principles: design of the product, adoption of the product, and new product cycles. The LN framework had 6 components: attitude, research, image, education, learning, and yield. He and the students had a lively discussion about each of these elements, why they were important, and how they help us organize our thoughts when thinking critically about At this point, maybe you’re laughing — or maybe you’re marveling at Dan’s creative sense of humor — but that’s not the lesson here. As Dan explains: Marketers: Think Outside the Box! . Do you think outside the box? 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

Dance Steps for Marketers: How to Improve Customer Interactions

first_img Dell: Runkeeper checked in with me (thankfully in a non-judgmental way) after I signed up for their service but it failed to track any fitness activities. Who does it well? Knewton* Behavior doesn’t change on a whim. If a customer has been using your service in a reliable pattern and then drops off, it’s safe to assume that something’s up. Reach out to them to offer help, or ask for feedback in order to prevent customer churn. For Their Usage Drops Off Foodler: Originally published Jul 18, 2011 5:05:00 PM, updated October 01 2013 , an online learning platform, this kind of adaptability is central. Its course material automatically adapts to each student’s strengths and weakenesses as he or she moves through the program. The result is an individualized electronic textbook and personalized experience for each student. listen to the community A number of companies have become really good at thanking Topics: Not all customer communications need to be explicitly stated. Marketing is at its most powerful when it adapts to the choices customers make. Whenever possible, This is just a starter list. There are a number of opportunities for you to understand your customers’ motivations and needs better. What other examples have you seen of marketers allowing their customers to take the lead? They Demonstrate Interest in a Certain Page or Category leverage analytics are both known for the advanced user recommendations they provide to customers. It’s hard to mention adaptable content without bringing them up, but there are plenty of other examples to be found. and One of my first surprising experiences on Twitter was receiving a genuine thank you and small gift certificate after raving about the joy of ordering food through Foodler. Dell takes this to another level. According to Manish Mehta, Dell’s vice president of social media and community, Dell has 40 staff members dedicated to Twitter customer response. They actively Here are few indicators to watch for in your customers’ lifecycles as well as some examples of companies that have made good dance partners.center_img customers who have helped spread the word via social media Hunch Social Media marketing is customer-driven Amazon . Consumers decide how and when they want to interact with companies; not the other way around. If you are a marketer, chances are you have a strategy for how this month will go. You have a set of collateral to develop, some e-communications to send, and maybe even an event to run. Undoubtedly, each of these steps are carefully planned out. But how adept are you at reacting when your customer takes the lead? Inbound Marketing A Twitter application that reminds users when their queue is empty. to understand the content customers download from your site or the items they purchase, and segment those users based on their interests. . Step one is thanking advocates as their posts go up. A more advanced play? Keeping track of those advocates and rewarding them over time with exclusive first looks or other benefits. Who does it well? Runkeeper*: A couple of years ago, my father taught me to dance. It was several months before my wedding, and my usual method of jumping around wildly just wasn’t going to cut it. Anyone will tell you that the hardest part about learning the waltz is noticing when your partner is leading you somewhere. The challenge is in paying attention to slight nuances amid a flurry of other steps. Today’s [Disclosure: a couple of the examples below are Performable or HubSpot customers. They’re marked with an asterisk.] and empower them to make decisions that help shape future products or marketing. Timely.is: They Advocate for You in Social Media Who does it well? 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

4 Tips for Terrific Twitter Offers

first_img 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 Originally published Oct 20, 2011 5:00:00 PM, updated October 20 2016 Twitter Marketing If you’re not already thinking of social media as a channel for lead generation, then you need to start… today. Twitter, in particular, is a great place to promote special offers that turn followers into warm leads. Earlier this week, I had a conversation with a relatively new addition to the HubSpot team, Laura “@Pistachio” Fitton, about best practices for creating compelling offers on Twitter.What Makes a Great Offer on Twitter?1. The offer has to be nice. By “nice,” we mean something of actual value. This sounds obvious, but this can be a tricky thing to master because you need to understand what you’re audience actually wants. Here are some general tips: People like things that are free, that are educational, that help them make purchasing decisions, and that make their lives easier. For example, if you sell swimming pools, a “First Time Pool Buyer’s Guide,” would probably be appealing to your target audience.2. The offer has to be novel. A great Twitter offer needs to be something that you can’t get anywhere else. It needs to be exclusive. For example, if you are a Yoga Studio and you tweet “come take a Yoga class,” you’re not offering anything or adding real value. Likewise, if you’re currently offering a 20% discount on your homepage, then offering the same discount in a tweet isn’t something new. On the other hand, if you say something like, “The next 10 people who retweet this will receive a free Yoga class,” you’re heading in the right direction.3. The offer has to be time sensitive. The idea of “creating urgency” is necessary for any offer, but it’s especially important on Twitter, since Twitter is such a fast-paced medium. If you want to get people clicking, you need to give them a reason to click now. On Twitter, where content in Twitter streams flies by fast, if followers don’t click now, they probably never will. 4. Bonus Tip: Make the offer naughty. People like knowing that they’re getting something they’re not supposed to. If you can, make your offer a little surreptitious. For example, you might say something like, “Here’s a trick to get an extended trial of Spotify,” or “I just found a secret registration discount code for SXSW.” Often times, these types of offers are best if they come from partners or individual Twitter accounts from employees within your organization.Follow these tips to start driving leads from Twitter today!last_img read more

Foursquare Launches ‘Promoted Updates,’ PPC for Local Businesses

first_img Topics: Foursquare Originally published Jul 25, 2012 4:30:00 PM, updated October 20 2016 Foursquare explains that the algorithms used to power the ‘Explore’ tab’s normally personalized recommendations are the same ones Foursquare uses to determine which Promoted Updates get delivered to each user. These Promoted Updates could come from businesses that are on the user’s lists, places their Foursquare friends have visited or liked, or places a user might want to check out depending on their location or the time of day.For now, Foursquare is testing Promoted Updates with a group of pilot partners including both local businesses and nationwide brands such as Best Buy, Gap, Walgreens, and Dave & Buster’s. Over the upcoming months, Foursquare will be tracking how businesses use them and how users interact with them in order to make improvements, eventually rolling the feature out to all businesses on Foursquare. Companies looking to learn more about Promoted Updates can sign up using this form.We don’t know anything more about Promoted Updates or how much they cost, but one could assume that, since Foursquare likens them to Google AdWords, payment is likely pay-per-click style, based on keyword bids. And if you’re a business that has had success with location-based social media promotions in the past, it might be worth it to test Promoted Updates once they’re more widely available.What do you think about Promoted Updates? Will you experiment with them for your business? Looks like Foursquare has been a busy bee lately, announcing the second of two new features in just one week’s time. Today, the location-based social network is launching ‘Promoted Updates,’ similar in nature to the “Promoted” features we’ve seen from Facebook and Twitter.But because we never covered Foursquare’s other launch of ‘Local Updates’ last week, let’s do a quick summary before we move onto Foursquare’s latest announcement.What Are Local Updates?Local Updates allows businesses to share updates with the Foursquare users who frequent their business. So if a user has checked in to a business often — or liked it — they’ll be able to access the latest updates from that business via their ‘Friends’ tab whenever they’re in the same city as the establishment. This enables users to get the latest news from places where they’re loyal customers about things like new specials, products, or other promos. It also enables businesses to better connect with and cater to the customers that repeatedly bring them business. Local Updates is now available to all companies that have claimed their business on Foursquare. What Are Promoted Updates?Okay, now that we’ve gotten last week’s update out of the way, let’s talk about Foursquare’s latest announcement — Promoted Updates.Whereas Local Updates provide Foursquare users with a better way to keep up with the updates from businesses they already like, Promoted Updates help them discover new places. These updates look similar to Local Updates, except they can be found in Foursquare users’ ‘Explore’ tab, and businesses have to pay to promote them there. Get it? ‘Promoted Updates’? These updates can include anything from a money-saving special, news about a new product line, or a photo of a restaurant’s latest menu item.How Promoted Updates WorkFoursquare compares the way Promoted Updates work to the way Google AdWords works. In other words, if I searched for “Mexican food” in Google, I might see an ad for a Mexican restaurant in the PPC results. In Foursquare, similarly, searching for “Mexican food” in the ‘Explore’ tab might result in a Promoted Update from a local Mexican restaurant about its new summer menu items. 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

8 Ways to Market Your Seasonal Business During the Off-Season

first_imgWhether you own an ice-cream shop on the Jersey shore, a ski shop in the mountains of Colorado, or a landscaping business in central Minnesota, you’ve experienced the challenges of the dreaded off-season. After your peak season ends, a stretch of slow business begins, and your website and store front become ghost towns. Plus, who’s to say this season’s customers will remember you when the next season rolls around? It’s a bummer of a thought, to be sure.But don’t let the seasonal slumps get you down! Instead of sitting around and waiting for your season to start again, use this valuable time for marketing! That’s right, seasonal marketers that think long-term and use their off-season time wisely can help tee their businesses up for smashing successes when peak season begins again. Here’s what you should be thinking about to keep your business on people’s minds year round.Grow Your Database While the Season’s Still HotDuring your peak season, your website and location (if you have one) will be abuzz. So while you’re doing business as usual — or running around like a chicken with your head cut off, as the case may be — be cognizant of the opportunity you have right now to grow your database. You know, while everyone is around. Getting a strong list of past customers and people who’ve expressed interest in your business will enable you to stay top of mind during the off-season, and convert new leads into customers during your next season.Make sure your website has plenty of calls-to-action (CTAs) for people to stay in touch with you by subscribing to an email list or a blog, and even some offers that they can redeem for staying a loyal customer of yours, off-season or not. Some ideal places for these CTAs are your blog, your homepage, your product/service pages, your resource center, and in your social profiles. Remember, growing this list is so much easier when you have plenty of traffic, so while it may seem daunting to add database growth to your ever-expanding list of peak season to-dos, your off-season success hinges on your productivity during this time.Gather Customer ReviewsDuring your entire season, but particularly as your season comes to an end (and heck, even after it has wrapped up entirely), you should be asking your customers to review your products or services. By gathering customer stories and testimonials when they’re still fresh, you’ll have reviews that are more detailed and personal that’ll resonate with off-season readers.Think about it — imagine waiting for the train on a blistery, snowy day, and thinking about the summer when you were waiting for this exact same train with a delicious sno-cone from Annie’s Summer Shack. With a sense of nostalgia a-brewin’, you Google Annie’s Summer Shack to see what they’re up to during the off-season, and to figure out when they’ll be open again for sno-cone goodness. And up pops, hopefully, a ton of nostalgia-inducing reviews from happy patrons that have enjoyed Annie’s fare in years past.That’s the kind of feeling you want to elicit from customers during the off-season, and the best way to get it is through customer reviews! Use those stories in your off-season email marketing, blog posts, website pages, and social media updates — in all your off-season promotions. For an extra boost, ask customers to submit pictures and videos from their experience with your business, or you could even ask to video them for a case study. The more raw and interesting content you can get from your customers, the better your off-season marketing campaigns will be.If you’d like more help collecting awesome online reviews, read this blog post that will walk you through the process.Continue Creating Remarkable Content … With an Off-Season TwistOff-season or not, it’s still incumbent on you to produce remarkable content. But if you’re an off-season marketer, try to find a way to do it with an appropriate off-season twist. For instance, let’s say you run a berry farm. Winter months could be tough. But that doesn’t mean you can’t still create compelling content that will speak to your target persona! Here are some blog posts or marketing offers you could create even during the chilly months:10 Recipes That Actually Taste Better With Frozen Berries Than Fresh OnesHow to Can and Jar Fruit to Last All YearHow to Make a Healthy Smoothie With Frozen Berries7 Outdoor Summer Activities to Book for Your Family Right Now (Before It’s Too Late!)5 Foods You Could Be Growing, Even During the Winter3 Fruits That Can Withstand Winter WindsJust because your target audience can’t utilize your products or services right this very minute, doesn’t mean they won’t benefit from and be interested in the information you have to give. If you create helpful content of this nature that speaks to your target persona, you’ll build solid relationships via your content that will sustain during the off-season, and bridge into your peak season … bringing in not only familiar faces, but new faces with whom you’ve gained a following because of your fantastic content.Stay Social All YearYour customers don’t vaporize during the off-season. It’s important to stay in contact with leads and past customers throughout the entire year. Consider social media your virtual, year-round storefront — because even if your audience isn’t chillin’ outside your store or visiting your website, they are certainly perusing their social media feeds! That means your business should consider leveraging Facebook, Twitter, LinkedIn, Pinterest, the whoooole shebang to stay top of mind year-round. You should be using this real estate to offer special discounts, gather (and publish) reviews and testimonials, share the new content you’re publishing, run contests and polls, and generate hype for the next season. Here, just take a look at Boston Duck Tour’s Twitter presence to get an idea of the mix of content you could be sharing, even when you’re temporarily closed for business.They’re publishing the kind of content that their target persona will want to read — stuff about Boston — and preparing for their new season by generating hype and even doing a little recruiting! Remember, people are planning ahead earlier than ever nowadays for purchases, trips, and activities. If you’re in front of people’s eyeballs months in advance, you could be the one who sparks their interest in that summer trip to Boston they forgot they wanted to plan … and might even be that first pit stop they make when they land!Stay In Touch Via Email, TooBut do so respectfully. Remember, if it’s the off-season, so it’s less likely (or, depending on your business, totally impossible) for your recipients to engage with you as a customer. That means your email communications will probably be less frequent than they would be during your peak season — and that’s okay. Just be sure you’re delivering high-value content to their inboxes that tees you up for success when you’re back in full swing. Here’s a great example of an off-season business using email to keep in touch that my coworker received in her inbox recently:What’s great about this email is that it serves as a reminder to check in with their content, and to connect with them socially — and even displays the value of that connection by showcasing their Way Back Wednesday content. This is a fantastic way to establish loyalty with your current audience, and help grow your audience during the off-season.Generate Off-Season HypeJust because people can’t snowshoe in the summer, or you have a smaller audience looking to wear your trendy sun hats in the dead of winter, doesn’t mean you can’t get people excited about your business. When it’s 90 degrees out and people are hiding in the shade dreaming of cooler days, what better time to kick off a snowshoe sale? And on the flip side, I challenge you to find anyone embroiled in a blistery snow storm that isn’t trudging through the slush, thinking of when it’ll be warm enough to have to pop on one of your trendy sun hats. If your content plays upon the excitement of things to come — by providing early bird offers, off-season discounts, that sort of thing — you can bet you’ll have an audience excitedly planning for the time they can take advantage of your products and services again! Differentiate Yourself Within a Super-Niche MarketIn order to keep things steady during your slower months, consider focusing on a niche market with whom your products or services could be a huge benefit. For example, if you run a bakery that experiences frequent peaks and valleys throughout the year, try marketing yourself to a gluten-free or sugar-free crowd. Specializing with these markets will give you an edge that not as many competitors can leverage, making you the stand-out business in your industry and giving that niche market even more reason to come and see you.This doesn’t mean you start marketing yourself as a purveyor of sugar- and gluten-free products exclusively, but it does mean you start blogging about some of the tricks of the trade, sharing social media updates with pictures of delicious sugar-and gluten-free treats, pinning pictures of custom birthday cakes you’ve done for customers with special dietary needs, and emailing special offers for people with gluten- and sugar-free diets to come in for a special tasting event just for them.Offer Sales and Discounts to Locals During Slow TimesLocals deserve a lot of love, especially when they’re living in areas that get periodically overrun with tourists. When your leaf peepers, skiers, or beach bums pack up and leave town, you’ll have to rely on the locals to keep your business afloat. By offering discounts to people in the area, you can still bring in some business after the crowds disperse — and maintain a good relationship with the folks that are there to support you throughout the entire year.For example, Big Bottom Market, a specialty food story in Guerneville, California survives their slow months of October through April by adapting their marketing efforts to target local residents instead of seasonal tourists. To stay within the average local resident’s budget, they revamp their wine inventory by marking down high-priced wines and then restocking with wines around $12-$15 instead of the usual $30-$40 wine sold during their tourist season. They also market directly to the Guerneville residents by creating a new sandwich each month for an outstanding local resident, and holding a Thursday Community Day where everything in the store is 15% off. Focusing on your local community during your off-season is vital; if your locals embrace and support your business, your slow months are sure to be less of a struggle.What other tips do you have for seasonal marketers? Share your advice in the comments!Image credit: weelakeo 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 Feb 4, 2013 5:00:00 PM, updated October 20 2016 Topics: Nonprofit Marketinglast_img read more

A Case for Social Selling: How It Can Increase Revenue, Productivity & More [Infographic]

first_imgThis post originally appeared on HubSpot’s Sales Blog. To read more content like this,subscribe to Sales.What if I told you that the key to increasing revenue, employee productivity, and lead flow was as simple as sending a tweet? The modern buyer is changing and starting to rely on social media for input and information on products and services. In order to keep up, sales reps need to adjust accordingly and meet buyers online to build a relationship and convert them into customers.Bearing buyers’ behavioral changes in mind, social media has become an incredibly powerful tool for sales. For example, did you know 40% of salespeople close two to five deals per year as a result of social selling? Or that companies that invest in social selling have seen their revenue growth double?But the numbers don’t stop there. For more information on social selling and the “why” behind it, check out the following infographic from PostBeyond.com. 61Save Social Selling Originally published Jan 3, 2016 8:00:00 AM, updated February 01 2017 61Savecenter_img 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