Insurance Manager Lauds Gov’t for Upholding Policy

first_imgThe general manager of the Insurance Company of Africa (ICA), Samuel Mintah, has lauded the efforts of government for the exercise that makes all vehicles properly road worthy across the country in keeping with the insurance policy.Mr. Mintah gave the commendation recently when he spoke to journalists at his Tubman Boulevard office.He indicated that the Compulsory Third Party Policy was a welcome development because it will help take care of most problems arising from accident.According to him, the policy was initiated by the late Liberian leader, William R. Tolbert in 1972, but for political reasons, the policy, he said was not adhere to neither was it enforced.“We are excited today since the government has come out with this strong policy in ensuring that all vehicles plying major streets are insured,”Mr. Mintah also said that he was happy that the government has finally come to realize the importance of the compulsory insurance policy in Liberia.He said that if a vehicle, which is subject to mandatory motor third party liability insurance, causes a car accident, the property damage and personal injury caused to the injured party will be compensated for, as well as the medical treatment expenses of the party at fault.Also in an interview with our business desk, Amos Kromah, a taxi driver, also explained that the insurance policy is good idea by the government which will enable the country generate revenues, but was skeptical as to the education of the public to grasp the sense of the policy. According to him, they are not refusing to register their vehicles, but want the government “reason” with them.He also called on government to look into the matter and come out with another measure which will be beneficiaries to the both parties.He added that if nothing is done about the process, he foresees pedestrians sleeping in the streets because of the lack of vehicles to take them to their various destinations at the end of the day.He concluded by saying that Liberia is trying to move to international standard but the government must learned how to pass on information properly to its citizens.Share this:Click to share on Twitter (Opens in new window)Click to share on Facebook (Opens in new window)last_img read more

Darwinism Still Corrupts Culture

first_imgThe bad fruits of Social Darwinism are well known. Less well known are ongoing negative influences of modern Darwinian ideas on human behavior.How Do You Correct Behavior Based on Fake Science?Have you been led to believe that men are naturally more promiscuous because sperm cells are cheap? that women are more choosy because eggs are costly? It’s all bunk. just published the following headline: “Data should smash the biological myth of promiscuous males and sexually coy females.” That’s strong wording: smash, myth. New findings are teaching the opposite: men can be coy, and women promiscuous. But both ideas, being based on Darwinian ideas that people are just animals, can have unspeakably horrible consequences for marriage, family, and civilization.The article is merciless in its attack on this myth:These ideas, which are pervasive in Western culture, also have served as the cornerstone for the evolutionary study of sexual selection, sex differences and sex roles among animals. Only recently have some scientists – fortified with modern data – begun to question their underlying assumptions and the resulting paradigm.If Thomas Kuhn were still living, he would have here a great new illustration of his theory of paradigm shifts and scientific revolutions. The article fingers Charles Darwin himself as the mastermind of this fake science. His disciples took it and ran with it.These simple assumptions are based, in part, on the differences in size and presumed energy cost of producing sperm versus eggs – a contrast that we biologists call anisogamy. Charles Darwin was the first to allude to anisogamy as a possible explanation for male-female differences in sexual behavior.His brief mention was ultimately expanded by others into the idea that because males produce millions of cheap sperm, they can mate with many different females without incurring a biological cost. Conversely, females produce relatively few “expensive,” nutrient-containing eggs; they should be highly selective and mate only with one “best male.” He, of course, would provide more than enough sperm to fertilize all a female’s eggs.Surely this notion was tested, right? The article explains how Angus Bateman, a botanist, ran some experiments one time in 1948 on fruit flies (not human fly-by-nighters). Telling a whopper from this miniscule test, he alleged that the promiscuous-male-choosy-female scenario “was a near-universal characteristic of all sexually reproducing species.” In 1972, Robert Trivers amplified on the idea, talking about males’ “cheap investment” in sperm. Read the following quote, and think about what sexually active guys in dorm rooms are supposed to think about normal behavior after evolutionary biology class:In other words, females evolved to choose males prudently and mate with only one superior male; males evolved to mate indiscriminately with as many females as possible. Trivers believed that this pattern is true for the great majority of sexual species.The problem is, it isn’t true! The article explains many counter-examples. Men have just as much reason to be careful about their sex cells. It’s not the number; it’s the biological cost, the article explains. Semen contains many compounds that are expensive to produce. Men can run out of sperm. Consequently, males have every reason to be “choosy” about mating, too. Think of the consequences of poorly-tested bad ideas:The problem is, modern data simply don’t support most of Bateman’s and Trivers’ predictions and assumptions. But that didn’t stop “Bateman’s Principle” from influencing evolutionary thought for decades.Now get this: the article—still founded on evolutionary notions that people are just animals—makes matters even worse. Based on the latest Darwinian notions about sex, the article claims that females tend to be just as promiscuous as males. Think about how that will influence college students!If you think nobody teaches “Bateman’s Principle” any more these days, look at another post on that came about the same time, like two ships passing in the night. Steiner Branslet writes about “One night stand regrets.” Another study supposedly shows that women have more regrets than men about casual sex. Look what it’s based on:“Women and men differ fundamentally in their sexual psychology,” says Professor Buss. “A key limitation on men’s reproductive success, historically, has been sexual access to fertile women. These evolutionary selection pressures have created a male sexual mind that is attentive to sexual opportunities.“The quality of one’s sexual partner in short-term relationships plays a lesser role biologically for men. Assuming women did not avoid having sex with them, men who ran from woman to woman and got them pregnant would have scored best in the evolutionary race.Sounds like Bateman’s Principle, right? Sure. Men just act the way evolution makes them act. “Female choice—deciding when, where, and with whom to have sex— is perhaps the most fundamental principle of women’s sexual psychology,” says one of the evolutionists in the article, referring implicitly to the views of Darwin, Bateman and Trivers. How about the guys? “These evolutionary selection pressures have created a male sexual mind that is attentive to sexual opportunities.”Take these quotes and apply them to the dormitory. Think of all the blessed effects on marriage and family down the line; after all, “Culture does not change biology,” this article admonishes. We can’t fight natural selection. Nor should we.An overall explanation presumably lies in the fundamental differences between men and women.The study results support theories of parental investment and sexual strategy: men and women have throughout generations invested differently in their relationships and any children that resulted.We’re talking evolution psychology here.Of course, if humans are more than mere animals, the whole conversation is fake science. We have comprehensive instructions from an all-wise Creator on how we are are to choose our sexual behaviors. But to the consensus, that doesn’t qualify as science. They feel we must derive our sexual ethics from the blind processes of natural selection, which couldn’t care a whit about morals.Other Darwin Fake Science with Evil FruitBateman’s Principle is not the only example of fake science that corrupts culture. Here are more interested readers can investigate:Social Darwinism in 2017. Can you get away with racism today? Evolutionists appear to have no qualms. In a PNAS paper entitled, “Selection against variants in the genome associated with educational attainment,” no less than 15 evolutionists claim that Icelanders with less education have more kids. “The rate of decrease is small per generation but marked on an evolutionary timescale,” they say. “Another important observation is that the association between the score and fertility remains highly significant after adjusting for the educational attainment of the individuals.” Figure this conundrum out: “This is thus a striking case where a variant associated with a phenotype typically regarded as unfavorable could nonetheless be also associated with increased ‘fitness’ in the evolutionary sense.” Well, if that’s the case, might as well go with the flow. Quit school and have more sex. Darwinism is as Darwinism does.Myth-busting Neanderthal narrative takes decades. A lengthy piece in the New York Times shows how long it has taken to overcome what CEH calls “historical racism,” the myth that fossil humans were “other” than human. That’s why we give them other species names, like Homo neanderthalensis. NY Times reporter Jon Mooallem interviews the work of Clive Finlayson at Gibraltar who shows many reasons why “Neanderthals were people, too.” He tells how Frenchman Marcellin Boule in 1911 propagated the Neanderthal myth of stoop-shouldered, beetle-browed imbeciles on their way to the cave cookout. “A lot of what he said was wrong,” Mooallem finds from Finlayson. “Still, Boule’s influence was long-lasting. Over the years, his ideologically tainted image of Neanderthals was often refracted through the lens of other ideologies, occasionally racist ones.”LGBT tales. The inverse influence of culture on science is a fascinating area of philosophy. Check for it in a book review in Science Magazine this week, where Sheri Berenbaum wrestles with the normality of deviant gender roles while reviewing Cordelia Fine’s new book, Testosterone Rex Myths of Sex, Science, and Society (Norton, 2017). Approach this quote like a qualified observer of social influences on science, paying attention to Berebaum’s use of culturally-popular buzzphrases as she plays the academic “On the one hand this, but on the other hand that” game:I welcome and applaud Fine’s efforts to ground policy in science and to spotlight the false reasoning and dichotomies that appear in popular books and some policies (such as single-sex education). I also recognize (and regret) the long history—and present—of using biology to justify inferior treatment of women. This no doubt contributes to resistance to evidence of biological differences among those seeking gender equality.The challenge is not to dismiss biological explanations of sex differences but to articulate clearly their implications. We can accept that biology contributes to behavioral sex differences and simultaneously argue that gender inequalities are not intractable. Rather than rejecting biological differences, we must seek to reveal the nonsense in the arguments that brain and behavioral sex differences justify discrimination, segregation, and differential treatment of the sexes.Shocking but true. At Live Science, Jonathan Sadowsky of Case Western Reserve University tells about “the wild history of electroconvulsive therapy.” Early shock treatments were horrifying to watch; modern ones are milder, he says. While not directly tied to Darwinian theory, this article assumes the brain is merely a physical organ, and that shocking it with electrical impulses can help with “mental illnesses” that are assumed to be mere biological abnormalities. While some forms of depression have biological causes, what about mental illnesses that have a spiritual root or stem from true guilt? The following quote shows how scientific thinking is often tied to the culture of the day. This example is from the 1950s. Are scientists today culpable of such “medicalizing behavior”?At that time, ECT was also used as a “treatment” for homosexuality, then considered by psychiatrists to be an illness. This was not a major part of ECT practice, but this is not a comfort to gay people who received the treatment, for whom it could be traumatizing. The psychiatrists who used ECT in this way sincerely believed they were trying to help sick people, which serves as a warning against “medicalizing” behavior, and assuming that this will reduce stigma. This use of ECT did not last, in part because there was no evidence it did alter anyone’s sexuality. But it survived in the social memory of the therapy.Punish nations with carbon penance. Nature‘s editorial this week says, “Base the social cost of carbon on the science.” The very title assumes that science can speak definitively on something as global as climate a hundred years from now, when we can’t even predict the weather 15 days out. New unknowns and revisions come out weekly, as we have reported (1/18/17); just today, said that humans, not climate, caused the extinction of megafauna in Australia 45,000 Darwin years ago. While not tied to Darwinian evolution directly, this editorial shares the assumptions of scientism and millions of years. Nature‘s anti-Trumpism comes out again in the article, accusing the new US president and his appointees of “disregard for science” even though the Editors acknowledge, “There is, of course, plenty of room for debate.”Fake science and false certainty. In closing, we should consider the views  of a Worldview op-ed column in Nature: “Anita Makri argues that the form of science communicated in popular media leaves the public vulnerable to false certainty.” Yet she argues that scientists should “Give the public the tools to trust scientists.” Mouthing Pontius Pilate, she begins, “What is truth?” Of the two groups she works in that are concerned with truth (scientists and journalists), she believes that journalists are doing a good job (despite all the evidence for fake news in the mainstream media, complained about by conservatives, like Breitbart News; see also Breitbart’s report on BBC’s admission they’ve been biased; meanwhile, New Scientist is overtly publishing a very biased and unscientific series, “Resisting Trump”). But “Scientists need to catch up, or they risk further marginalization in a society that is increasingly weighing evidence and making decisions without them.” Science is “losing its relevance as a source of truth,” she worries.Yet further reading reveals her faith in scientism. The only purveyors of fake news are the conservatives, she suggests with a link to another Nature story accusing Breitbart News of that. To Makri, scientists don’t tell lies; they just don’t have all the facts yet. Scientists may have gaps in their knowledge, but it will eventually catch up to the truth, because in scientism, science works as a truth generator in due time—the most reliable truth generator in the world. “Current debates about truth are far from trivial,” she ends. “More scientists and communicators of science need to get involved, update practices and reposition themselves in a way that gets with the times and shows that science matters — while it still does.” In other words, scientists don’t have a truth problem; just a talking points problem (echoed in Nature‘s interviews with three scientists about how to solve “post-truth predicaments”). One wonders what would be these “experts”‘ responses to the paradigms above about promiscuity, Neanderthals, electroshock therapy, racism and the other matters that have really hurt real people under the guise of “scientific truth.”After the historical and current examples we listed above, do you trust scientists when it comes to their pronouncements about how people should live and behave? Jesus said it succinctly with timeless wisdom: “You will know them by their fruits” (Matthew 7:15-20). A species puts out what is in its genes.One scientist wrote a letter to Nature that bears quoting. “Beware of scientists wielding red pens,” he titles his comment about censorship.By inviting scientists to take their ‘red pens to the Internet’ and grade online sources of science reporting, Phil Williamson implies that science is the primary and final voice in public discussion (Nature 540, 171; 2016). This disregards other ways in which people make sense of their lives through political debate, social context, personal connections or beliefs (see also D. Sarewitz Nature 522, 413–414; 2015). It stems from the naive myth of science as a disinterested producer of neutral truths.Science has a delicate relationship with society. Both have the right to speak and both shape one another — for better or worse. Governance and government rely increasingly on a science that is embedded in socio-political arenas populated by scientists, policymakers and citizens, among others. Not every expertise is equally credible, but a democratic society should allow each one to have a voice.To discredit them online may feel like defending the honour and public status of science, but it is a form of censorship. Science cannot impose its truths through power play — it must convince through symmetrical and open conversation. Whoa! Did you get that?In that second link, Sarewitz had said this:Scientists are not elected. They cannot represent the cultural values, politics and interests of citizens — not least because their values may differ significantly from those of people in other walks of life. A 2007 study on the social implications of nanotechnology, for instance, showed that nanoscientists had little concern about such technologies eliminating jobs, whereas the public was greatly concerned (see ‘A matter of perspective’). Each group was being rational. Nanoscientists have good reason to be optimistic about the opportunities created by technological frontiers; citizens can be justifiably worried that such frontiers will wreak havoc on labour markets. Unfortunately, such voices of reason are often drowned out by Big Scientism.(Visited 133 times, 1 visits today)FacebookTwitterPinterestSave分享0last_img read more

A Marketer’s Guide to the 6 Phases of a Website Redesign

first_imgKeith Moehring is business development manager and consultant at PR 20/20, an inbound marketing agency and HubSpot Partner. You can follow him on Twitter at @keithmoehring . He also actively contributes to . A website is the cornerstone of any marketing campaign. It is the place where customers, prospects, media, competitors, investors, peers and job candidates turn to first when learning more about your organization and its products or services. Because of this, it’s essential that marketers take a leadership role in any company website redesign project .Free Workbook: How to Plan a Successful Website RedesignTo help you avoid any common missteps, we’ve developed a free ebook — “ A Marketer’s Guide to Website Redesign .” The ebook details the six main steps involved in the website redesign process , from the perspective of a marketer who doesn’t have a technology background. 1. The Prep To avoid delays, take the time to gather all necessary information upfront, before it is needed. Items to gather include:Analytics tracking codes.Logo file in a vector format (i.e. .EPS, .AI, or .CDR).Main contact information for current website host.Google Webmaster Central, Bing Webmaster Center and Yahoo SiteExplorer verification codes.Branding guidelines and all relevant collateral documents. 2. Discovery Collaborate with all website stakeholders (i.e. C-level executives, marketing department, sales department, and IT) to define the most important aspects of your new site, including:Buyer personas.Site objectives. Calls to action .Color scheme.Page layout and design preferences.Site features and functionality. 3. Design & Structure To help communicate your vision of the new website, develop a comprehensive creative brief, detailing everything you defined in phase two. Your web team will use this as a guide when designing and building out your new site.At minimum your creative brief should include:Graphic sitemap outlining all pages on your site, including main navigation options.Page layout and design preferences, with screen shots or URLs of examples.Color scheme, including primary, secondary and accent colors.Navigation options you want available on the site. 4. Content & Optimization Visitors don’t come to your site for the cool design or fancy navigation; they come for the content. Develop content that is concise, scannable and engaging. It needs to deliver key messaging quickly and clearly, and then drive visitors to take a desired call to action. To help this content get found, it also needs to be optimized avoid priority keywords.When developing content, consider the following suggestions:Create a keyword map that assigns each page on your site a priority keyword (or two) for which it will be optimized.Define the tone and style of your content.Assign the development of website copywriting to your team’s strongest writer (avoid using multiple authors). Optimize each page after the content has been created. 5. Build Out & Quality Assurance This is the phase where all your hard work comes to fruition. It includes populating the site with all content, setting up 301 redirects, and completing a thorough review of the site to ensure that everything displays and works properly. To streamline the upload process:Create an upload cheatsheet that will serve as a how-to guide for adding content into your content management system (CMS).Before loading content, create all the pages first, and organize them according to your sitemap.Upload all images and graphics into a designated folder in the CMS so they are easy to locate when it comes time to add them to a page.Put together a team internally to upload all content and formatting into the web pages.Perform a quality assurance by checking to make sure all formatting is correct, all links and features work, and that everything displays properly across all browsers. 6. The Launch Finally, launch the new website and ensure it is being indexed accurately by Google and other search engines. To do this, take the time to:Check that all 301 redirects are working.Log into each search engine’s webmaster center to confirm all verfication code is installed properly, and then submit your XML sitemap.Verify that all analytics tracking code is installed.Review Google Webmaster Tools every few days to ensure there are no pages Google had indexed on your old site that it can no longer find. Website Redesign Kit Website Redesign Originally published Jul 14, 2010 6:00:00 PM, updated July 28 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 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 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

10 Quick Fixes to Build Killer Landing Pages

center_img , since those tend to turn people off the most. You can always follow up later to find out more information if necessary. avoid using generic words risk turning visitors off with too many questions Originally published Jun 15, 2011 9:00:00 AM, updated March 21 2013 age, address or telephone number they’re giving up their information. Make it very clear. 5. Keep your form short. 4. Use an image to reinforce the benefits of your offer. Your visitor should see the form on your landing page without having to scroll down. This makes it very clear what needs to be done to receive your offer. Experiment with new landing page features by building two identical ones and switching a feature, like a shorter form or a different image. Does one version convert better than the other? If so, you’ve found an improvement. Stick with that new feature and then run another test on something else. 7. Use engaging button text on your from. like “submit” or “send” and try using more specific words like “sign-up,” “register” or “download”. is the single most important part of your online marketing efforts. Without a Only ask for Landing Pages Give them something to do next that might encourage them to move further down your sales funnel. Also, be sure to add social media sharing buttons so that they can share your offer with their friends. 10. Always test your landing pages. . Specifically, avoid asking for 6. Keep your form high on the page, or “above the fold”. why Your visitors want to know 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

Answers to Your Top 11 Questions About Email Marketing #EmailSci

first_img Originally published Jun 15, 2012 12:30:00 PM, updated October 30 2019 Topics: The first two links called out in orange both lead to the same landing page, but they are accompanied further down the email with a second call-to-action that encourages the recipient to reconvert on more bottom-of-the-funnel offer — a free trial of our marketing software. Both of these links work together to help us meet our reconversion goals, so however our recipients choose to interact with this content, we’re happy campers! 9) What is the difference between a paid and organic email contact? Is one better than the other? An “organic” email contact is someone who chose to subscribe to emails from your company by clicking on a subscribe button on your website, filling out a form on one of your landing pages, or otherwise indicating their willingness to receive your emails. A paid email contact is someone who didn’t indicate they wanted to receive email from you, but whose contact information you purchased.As for whether one is better than the other … yes, organic email contacts are way better than those you pay for. We’ve written an entire blog post on this subject , but in a nutshell, those who opt in to receive your email communications are more interested in your company than those you pay for, are less likely to mark you as SPAM, will unsubscribe at a far lower rate, and as such, your email deliverability rates and sender reputation won’t get totally annihilated. 10) Any tips on how to comply with the CAN-SPAM Act? Definitely. There are four main points that are important for email marketers to remain compliant with CAN-SPAM:Don’t use misleading, deceptive, or falsified information in your ‘From,’ ‘To,’ or ‘Reply-to’ fields, email subject line, or routing information. Clearly identify who the email is coming from — be it your company or a specific employee within your organization — and make sure your subject line accurately describes the contents of the email.Include your company’s physical address in every single email you send out. These are typically placed in an email’s footer.Include an easy to find unsubscribe link in every single email, and make sure to honor unsubscribes promptly and completely. “Promptly” is defined as within ten business days (but try to be speedier than that), and “completely” means that you do not sell or transfer their email address to any other lists after the unsubscribe is complete.Make sure the Email Service Provider (ESP) you’re using is reputable. If something illegal does go down with your emails, both your ESP and your company can be held responsible.Check out our blog post on the laws marketers need to know to avoid legal backlash  if you want to learn more about CAN-SPAM. 11) What are marketing automation tools? Is there a particular marketing automation tool that HubSpot recommends? When referring to email marketing, marketing automation tools help marketing departments like yours carry out automated email campaigns efficiently. They can integrate with your CRM to track the actions and behaviors of your leads, and can launch email campaigns based on these behaviors or other triggers you set, such as download history or other forms of lead intelligence. Marketing automation tools are critical to carrying out your lead-nurturing campaigns, and they can also help you monitor the performance of your email campaigns so you can continue to make adjustments that improve your performance. As to whether we recommend any marketing automation tools, well, we’re obviously partial to our own marketing automation software 😉 What email marketing questions are still on your mind? Image credit: bilal-kamoon On Wednesday we hosted our latest webinar, The Science of Email Marketing where our very own Dan Zarrella presented some juicy new email marketing data and insights. So juicy, in fact, that some equally juicy follow-up questions came rolling in from those listening to the webinar.So we read through them all (yes, we actually read your questions!) and pulled out the 11 questions that were asked most frequently, and we thought everyone would benefit from hearing a little bit more about. So here they are, your top email marketing questions from Wednesday’s webinar, answered! 1) Should an email come from a person or a business for a better open rate?  This is an excellent question because it’s the subject of ongoing debate amongst email marketing — and that’s because there’s not one right answer that works for everyone. We performed an A/B test of our own, in fact, to see whether emails sent from the lovely Maggie (one of the people responsible for yesterday’s webinar, in fact!) performed better than emails sent from HubSpot:As you can see, the treatment’s 0.96% click-through rate beat out the control’s 0.73% click-through rate — which also yielded us 131 more leads than our control. So it seems that for us, emails sent from a real person’s name are more likely to get clicked than emails sent by a company’s name.Thing is, there’s a case to be made for the fact that your email recipients might know your company better than they know an individual within your company. We get that. That’s why it’s critical to perform an A/B test like this for yourself to determine which method is best for you. 2) How many characters do you suggest for the subject line of an email? While some email clients display a bit more subject line characters than others, shoot to keep it under 50 characters, especially because many recipients will be reading on mobile devices that display even less of the subject line — often 20 characters or less. To deal with this discrepancy, make sure the beginning of your email subject line gives the recipient enough information to understand the contents of your email, just in case your subject line is cut off a bit prematurely. 3) Does using numbers or special characters in an email’s subject line impact its open rate? Yes, though not enormously so. As detailed on the webinar , ampersands, brackets, and parentheses showed slightly higher click-through rates when included in the subject line, while things like question marks and hashtags (pound signs, if you’re still living in the 20th century) did appear to have some negative impact. When it comes to symbols like these, it’s not something that’s going to make or break your open rate, but if you can avoid the overzealous exclamation point, do it — especially because exclamation points often trigger emails to go into SPAM folders. Your subscribers are likely already desensitized to the typical displays of feigned emotion, so exclamation points and excessive use of capitalization will probably have no positive impact on your email. 4) What is considered a decent click-through rate for an email? This is going to depend on what type of email you’re sending. As we’ve previously reported , transactional emails such as order receipts or confirmations have the highest click-through rate, followed by newsletters, with promotional emails having the lowest CTR of all. It makes sense — think of how much more engaged a brand new customer is with your brand (someone who might receive an order confirmation email), compared to someone who is just periodically staying up to date on your brand (someone who might receive a newsletter), compared to a lead (someone who might receive a promotional email). So a decent CTR for you is going to vary depending on what type of email you’re sending, and to which list.That being said, eMarketer published the average email click-through rate of emails in North America, and found it was at 5.5% in Q3 of 2011 , up slightly from the previous quarter. The thing is, this is across all industries and email types — so the data isn’t necessarily a proper benchmark for every marketer to measure their emails by. The key is to continue testing variables in your emails that will help improve your click-through rate, and I’d start with list segmentation . Segmenting your email lists is some seriously low-hanging fruit, and has shown to improve email relevance by 34% . And you know what more relevant content means — more clicks! 5) Is the click-through rate of business emails higher on mobile devices than on computers? MarketingSherpa  cites a case study in which click-through rates for a company’s email marketing increased a dramatic 53% after the company optimized their emails for mobile. Talk about results! While that might be on the dramatic end of the spectrum, the fact of the matter is that when your company optimizes its emails for mobile, your click-through rates will rise. Believe it or not, not every company has  optimized their email marketing for mobile . And mobile optimization is a critical component of your email marketing strategy — according to Comscore , 70 million Americans utilize mobile email, and 43% of those users are checking their email on their mobiles four or more times per day. If you were listening to the webinar, you remember Dan pointing out that 80% of users in his data indicated they utilize mobile email. If you want to increase your mobile click-through rate, make sure every email you’re sending out is optimized for mobile, because your audience IS there. 6) What is considered a decent unsubscribe rate? The short answer?  Under 1% . Aside from being generally trustworthy, you’ll be able to achieve this rate by only using opt-in email lists, properly segmenting your lists, only sending relevant content at an appropriate sending frequency, and religiously honoring unsubscribes. Not sure if your practices are considered trustworthy? There’s a free service by Return Path called Sender Score that will tell you.And remember, unsubscribes aren’t all bad! When recipients do unsubscribe, consider it a natural list cleanse — after all, for the health of your Sender Score, you don’t want to be sending emails to those who don’t want to receive them. If your unsubscribe rate stays under 1%, don’t let those disinterested few get you down! 7) When should I be sending my emails?  There are really three frequency measurements you should consider, backed up by data from HubSpot’s Dan Zarrella : Time of Day – Dan Zarrella’s data showed emails sent at 6 AM had the highest click-through rate. Emails sent from 10 AM-12 PM showed another small spike, and the later the time in the evening, the higher the click-through rate climbed. Day of the Week – Experimenting with weekend emails could benefit your business, perhaps due to the lack of other competing emails coming through on Saturday and Sunday. Zarrella’s data showed the lowest click-through rate (and highest unsubscribe rate!) occurred on Tuesday, with Wednesday and Friday coming in as the weekdays with the highest click-through rates. Number of Days Per Week – Zarrella’s data showed that click-through rates decrease the more emails you send in a given campaign, so our best practice here is to “chill” a bit. Space your emails out so your subscribers don’t feel bombarded. We’ve also written a blog post that outlines the steps you can take to perform your own email sending frequency test — check it out ! 8) If there are multiple links in your email copy, how do you balance the attention you give to each of them? It’s never a bad idea to include multiple links in an email, since each link is a call-to-action that could reconvert your email recipient. That said, you don’t want those calls-to-action to compete with one another, which is why it’s crucial that you decide exactly what it is you want your email recipient to do upon receiving your email. That way, none of the links are competing with one another for attention — they’re all contributing to the same goal! For example, when we send an email, we have multiple links contained therein, but they all help us reach our end goal of reconverting recipients and moving them further down the sales funnel:center_img Email Marketing 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

7 Tips to Kick Your Next Marketing Webinar Up a Notch

first_imgWebinars are a great way to establish thought leadership, capture new leads, nurture existing contacts and customers, and generate revenue. This is evidenced by the rise of webinars as a marketing strategy.But as more marketers turn to online education and consumers’ attention spans continue to shorten, it’s going to take killer content and execution in order for your initiatives to rise to the top. So, how do you make your webinars stand out and provide true value to participants? Below are seven tips to start kicking your marketing webinars up a notch.Download Now: Free Webinar Planning Kit1) Offer Exclusive Information and ResourcesFor truly stellar content, really dig deep into your knowledge repertoire for the best you have to offer. I recommend sharing exclusive information and resources with attendees that they can’t get anywhere else. Think original research, sneak peeks, downloadable resources, and more. When preparing your content, ask yourself: Is this something that is worth an hour (or more) or someone’s time, or can this information be retrieved from a simple Google search? Base your presentation on the former.A good webinar example of this is “The Science of Timing.” Presented by HubSpot’s social media scientist, Dan Zarella, the webinar provided so much original research that it drew nearly 25,000 sign-ups. Take the time to develop something of value, and attendees are sure to follow.2) Incorporate Engaging Guest PresentersWebinars have a tendency to get monotonous when one person does all the talking. Give yours some flavor by incorporating knowledgeable, engaging guest presenters. The result: additional viewpoints, opinions, and experiences — all of which will create a more valuable experience for the attendee.Experiment with different formats such as Q&A, roundtable discussions, and live debates to see which format resonates best with your target audiences.3) Implement Immersive and Interactive MaterialThink back to your college days. The best courses weren’t those in which you listened to the professor babble for two hours straight. Rather, the greatest value came from those in which you and your classmates were highly engaged and involved in the discussions. Not passive observers, but active participants. The same goes for webinars.Don’t discredit the benefits of using chats, polls, tests, on-demand resources, and more to get attendees involved in the content being presented. Almost all webinar technology today has functionality built in to perform these types of tasks; use it to guide conversations and future content.4) Foster Peer Interaction and LearningAside from a follow-up email or two, most webinars are over as soon as you close your browser. But, this doesn’t have to be the case. By pairing social networking technology with online educational initiatives, you can continue the conversations beyond the initial session, enable real-time collaboration, and stimulate peer interaction and learning.For your next webinar, give attendees a place to meet one another, discuss topics presented, share ideas and experiences, and learn from the group. This is an element that is missing in many of today’s webinars, but if implemented correctly, it can add tremendous value to your educational initiatives. This could be as simple as establishing and sharing with attendees a unique webinar-specific hashtag through which they can engage in conversations about the content on Twitter.In fact, our upcoming Client Services Series for agency professionals plans to do just that by launching a private Yammer community for attendees. Here, participants can share their own unique insight, experiences and resources, and engage in ongoing dialogue with peers long after the sessions have ended.5) Evolve Curriculum Based on FeedbackIn face-to-face learning experiences, instructors often tweak their presentations based on feedback, questions, overall comprehension, and insight. Successful webinars should do the same as a way to keep the information presented relevant and interesting to attendees. Use social networking and survey technologies to gather real-time and post-event feedback on content, and then use this to adapt future webinars.If you’re hosting a webinar series, consider updating curriculum based on attendee insight from past sessions — similar to a choose-your-own-ending book. This will make people more involved in the process, and therefore, more invested in your presentations.6) Sweeten it With Social ElementsMake your webinar a social event. We already mentioned the importance of creating a Twitter hashtag to give attendees a centralized way to connect about the content you’re presenting. But don’t just leave it at that. In addition to your presenter(s), be sure to assign a moderator who can manage the discussions, live tweet key points, answer attendee questions, prompt others for their experiences, and encourage engagement. Furthermore, share links to your presenter(s)’ social networking accounts so attendees can connect with and ask questions post-webinar.And social media participation doesn’t have to be limited just to Twitter. Get creative. If another network makes more sense for your audience, brainstorm ways to integrate that as well.7) Make it Convenient and AccessibleJust because your webinar is scheduled for 1 p.m. EST, doesn’t mean that everybody will be able to attend during that specific time slot. Consider that some people may live in a different time zone, have a meeting scheduled, or another commitment in place.When planning, strive for easy accessibility and flexibility by offering options, such as multiple times of day, on-demand access, or iTunes streaming. Varying formats lets people participate when it’s convenient to them — and when they can give you their full, undivided attention. Futhermore, by recording your live webinar and offering an archived version, you’ll be creating a more long-term lead generation asset that can be accessed long after your live event ends.What are you doing to make your webinars compelling and valuable for attendees? Have you attended any standout webinars that took a unique approach to online education?This is a guest contribution from Paul Roetzer (@paulroetzer), the CEO of PR 20/20, a Cleveland-based inbound marketing agency. He is the author of The Marketing Agency Blueprint (Wiley, December 2011) and the creator of Marketing Agency Insider, a hub for marketing agency resources and education. Originally published Oct 16, 2012 4:30:00 PM, updated October 14 2019 Topics: Webinars 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 of the Most Uplifting Commercials of All Time

first_img2) Nike, Find Your GreatnessNike is one brand that’s totally nailed marketing to just about everyone. Pretty big feat, but they do it by finding things we can all relate to, and telling a story around it. This ad is the cream of the Nike crop, in my opinion, part of a campaign called “Find Your Greatness.” In these ads, Nike features regular people achieving amazing things. The point? Well, as they say in the ad, “Greatness is no more unique to us than breathing. We’re all capable of it.”This kid can run his heart out. What can you do?3) Apple, Think DifferentApple’s marketing and advertising is subject for much study among professionals, with Apple’s 1984 campaign topping the charts. But I want to focus on a different ad from them that I actually find more inspiring — the ad below that aired in 1997 as part of their “Think Different” campaign. “The idea was that the new Macintosh will give you power over your ideas, information, freedom of expression, and the ability to connect,” advertising aficionado and fellow HubSpotter Shannon Johnson shared with me. The ad challenges you to think differently, and through the lens of history, shows you how much you can accomplish by doing so.4) P&G, Thank You MomThe 2012 Olympics turned out some great commercials, but many people couldn’t stop talking about the “Thank You Mom” ad from P&G. It came with a simple warning from most … don’t watch without tissues. The ad shows the daily, often thankless work, moms do for their kids — getting their kid on the school bus, wrapping their kid’s feet when he’s injured, lugging ’em out of bed in the morning — and depicting how their support helped the featured Olympic athletes achieve their dreams. Take a look, and like I said, you might need a tissue Kleenex or two.5) Coca-Cola, Mean Joe GreeneThis one was shared by one of our partner agencies, Weidert Group, who reached a pretty wide consensus among its employees that Coke’s classic ad with Mean Joe Greene is one of the most inspiring ads they’ve ever seen. And when you look into the face of that kid — we all recognize that face — it’s hard not to agree. “It tells a story of hero worship, failure, and redemption that you can’t forget,” owner Greg Linnemanstons says. Take a look for yourself at the time-tested, inspiring 60-second spot. 8) Red Bull, Space JumpAs Steve Hall over at AdRants put it, sometimes, brands need to think bigger. (Yes, this is an exception to the VW rule.) When you watch this ad from Red Bull, you’ll see someone break a world record. That’s inspiring in and of itself. But the magnitude of the feat — jumping from outer space — and watching all the people involved celebrate upon his safe landing in the group’s shared success, is when the goose bumps really kick in. One of the greatest misconceptions about inbound marketers is that we hate advertisements. Quite the contrary. We hate bad advertisements (but who doesn’t?), and we dislike inefficient marketing & advertising budget expenditures. On the flip side of the same coin, we also love knowing where our money is being spent, and exactly how much ROI we’re going to get back from it.Now, I’m not sure exactly how the advertisements I’m about to show you justified their ROI — I don’t work there, I don’t know their goals, yadda yadda yadda. But I do know they are some amazing advertisements that these companies and their agencies put together. Why so amazing? Because in a short amount of time, they tell inspiring, transfixing, uplifting stories. These ads make you feel something, instead of just filling a 30- or 60-second time slot.So whether you’re in advertising yourself, or are interested in storytelling in any format and for any purpose, I think you’ll enjoy watching these ads. This is the stuff content creators of all sorts strive to reach with every piece they push out — and it’s not easy. Enjoy your morning dose of inspiration!The Most Inspiring Commercials of All Time1) The Discovery Channel, The World Is Just AwesomeI’m starting with this because it’s the ad that gave me the urge to write this post. The ad was so inspiring the first time I saw it, it actually made me stop watching the Discovery Channel and go on a little adventure of my own. (Whether that’s a benchmark of success or failure on the part of Discovery Channel is hard to discern.) Either way, it definitely made me feel that the world is just awesome, which is, conveniently, the tag line for this commercial.Take a look, and just try to sit at your desk for the rest of the day. Actually … maybe wait ’til the end of the day. (Coca-Cola seems to have realized its sports spots resonate quite well — they’ve hit the nail on the head more than once. One of my more recent favorites is this ad from the 2012 World Cup; check it out here.)6) Canon, Long Live ImaginationThis fantastic commercial from Canon shows not photographers, but adventurers, using their product. The first part of the commercial highlights amazing experiences — like running from giraffes — alongside more regular events — dad climbing on a snowy roof doing who knows what. But all of them are capturing something amazing on the other end, and the photos we see at the end of the ad display it. The music escalates at just the right time and pace, the tagline, “Long Live Imagination,” is spot on, and it wakes up viewers’ sense of adventure. My only bone to pick with this one is the overt product voiceover at the end; I think ending on their tagline would have been more powerful. But hey, it’s a great ad before that … so just cut off the last couple seconds as you watch 😉 Originally published Jun 25, 2013 8:00:00 AM, updated July 28 2017 The commercial was a hit, so they made a follow-up video that, unlike most sequels, totally lives up to the first one. Take a look if you want a little more proof that the world is just … awesome. So, anyone want to go skydiving? I’m in if you are …What other ads have really inspired you? What’s your favorite ad in this list? Share your opinions in the comments.Image credit: Nina Matthews Photography 7) MINI, Win SmallYou might remember a pretty groundbreaking ad from VW back in 1960 — a very minimalist ad that debuted their “Think Small” slogan. Taking a page out of VW’s book, this fantastic ad from MINI shows you how much the little guy (literally or figuratively) can do, even when they’re fighting some serious David-and-Goliathy-type odds. Wish I’d pulled this out in time for National Small Business Week last week. Topics: TV Ads 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

Overcoming Content Overload: 4 Tactical Ways to Create Content That Stands Out

first_imgImage Credit: Quick SproutAdd more live methods. Live marketing methods are becoming increasingly important. Here are three live methods that you can use at a minimal cost and at a maximum effectiveness: Periscope, webinars, and Facebook Live.Add more unique data. This is a big one. Stop regurgitating all the data that you’ve heard. Come up with some of your own! Using your own data, statistics, studies, and results is a powerful way to attract more interest.Create alternative means of consuming content. Content consumers are shifting in the way that they engage with content. The Internet of Things (IoT) and wearable technology have created a stir, and it’s up to us to react accordingly. Build more social communities. There used to be a time when your brand Facebook page updates would be visible, engaged with, and acted upon … but then Facebook’s algorithm changed. Luckily, consumers still crave engagement and involvement in groups, especially exclusive places where the content is powerful, unique, and targeted.My point here is that there are a lot of ways to do better with your content marketing. There are a ton of organizations out there that are wandering around in the content marketing arena with an unclear strategy, an unfocused process, and an arsenal of ineffective tactics. To those organizations, consider the above suggestions to help your raise the bar. 3) Be focused.Don’t just do content marketing … do content marketing with a focused objective.What’s the objective?You and your organization have to define it as a clear and practicable goal. Generally speaking, most businesses want:More leadsMore revenueMore customersMore engagementIf you’ve been “doing content marketing” without a goal, then it’s no wonder you’re frustrated with your efforts. I recommend re-focusing your efforts on a goal. While the ultimate goal to focus on is often revenue, your secondary goals will differ based on the nature of your organization. Maybe you’re looking for customers to request a proposal. If so, hone in on that goal and use content marketing to reach it.Image Credit: MijitalMaybe you’re simply looking to generate customers who are giving you their money.Image Credit: Kuno CreativeWant to know whether or not you should keep doing content marketing? Ask yourself this: Has it made a bottom-line difference in your business’s revenue. Is it making you money?4) Keep on doing.So, how do you achieve success in a world where everyone’s doing content marketing?You keep on doing it.Maybe you’re not getting the results you once did. Maybe you’re frustrated with your lack of success. Maybe you’re confused about methods. Maybe it’s hard to keep up with the changing tactics, technology, and manifestations of content.But, maybe, that’s okay.Nobody said that marketing was going to be easy. Content marketing doesn’t deliver the quick results that we wish it would. When it does though, the rewards are vindicating.Instead of quitting altogether, give it some time. Keep on doing it in a deliberate and strategic way!Change is a Good ThingContent marketing is changing. There’s no doubt about that. And the important questions that we need to answer are:How is it changing?What should we do as a result?I’m convinced that content marketing is going to be around for a long time. Therefore, I’m committed to continue doing it, whatever that looks like. What about you?How is content marketing changing for you? What will you do as a result? Share your thoughts below.  Content Marketing Strategy Originally published Feb 26, 2016 6:00:00 AM, updated July 28 2017 We’re kind of having a problem in content marketing right now. You see, everyone is creating content.In fact, according to Content Marketing Institute’s annual survey, 88% of B2B respondents are using content marketing. But this is just a statistical percentage. It gives no indication of the sheer volume of content that is being produced. And that volume is enormous.With the avalanche of content, it’s hard to stand out. And it’s especially challenging when you look at your dwindling marketing budget, the burnout of your bloggers, and the massive confusion over trying to calculate the ROI of content marketing.What’s a marketer to do? Let’s explore some options below.4 Tactical Ways to Create Content That Stands Out1) Do more.One possible solution is to do more content marketing.Yes. You heard me correctly. More.More matters, and here’s why.Let’s look at the simple mechanics of search engine optimization. SEO has changed from its haphazard days of link tiers and keyword stuffing, but several key facets of it have not changed.This hasn’t changed:The more content you produce …The more Google and other search engines index …The more likely you are to rank for certain keywords …I’m assuming, of course, that your content is solid, authoritative, long-form content that provides value to users.Don’t forget about Google’s fresh factor algorithm feature:Image Credit: Web-staNewer content performs better in the search engines, leading to higher rates of organic traffic, leads, conversions, and so on. Plus, you have the issue of adding content that is part of the fresh algorithm:Image Credit: Web-staAll things being equal, a website with more (quality) content added to it will likely perform better in search engines. But there’s the user side of it, too. You must consistently produce content on a regular basis in order to keep users interested.If you’re putting out great content all the time, it keeps users coming back for more — assuming quality and value don’t suffer. This concept has fueled my increase in guest blogging and personal blogging. As a result, I’ve dramatically increased my output over the past 12 months, and my numbers are reflecting the change.However, there is a dark side to the “more is better” theory. As I mentioned before, this approach only works when the quality of the content remains high. If you allow your quality, focus, and strategy to degrade, then you’ll hurt yourself in the long run.So let’s talk about that. How do you find your successful sweet spot in a world where everyone’s doing content marketing? You can’t just do more. You have to do better.Let me explain this …2) Do better.“Do better” is a rather shallow recommendation, so I’m going to give you a few tactical points that should help clarify my point. By the time you’re finished reading this section, you’ll know exactly how to do content marketing better.First, let me get some of the “boring” stuff out of the way. I believe that you need to assess the state of content marketing in order to rise above the competition and overcome content marketing’s weaknesses.Cue the data.Truth: Many organizations still don’t know what a “successful content marketing program looks like.”Image Credit: CMIAnother truth: A lot of organizations don’t have a documented content marketing strategy.Image Credit: CMIAccording to CMI’s data, the best content marketers know what they’re doing and they use a variety of content marketing methods: the “most effective” B2Bs use 15 content marketing methods, as opposed to the “least effective” B2Bs, which use 11. Ask yourself these questions:Do you know what a “successful” content marketing program looks like? If the answer is no, then define it.Do you have a documented content marketing strategy? If the answer is no, then define and document it.Are you using multiple methods of content marketing?Based on these general shortcomings in the content marketing industry as a whole, there are several things that you can do to gain a competitive edge. Now that that is out of the way, here’s how you do content marketing better:Add more visual content. Visual content is a powerful way to boost the engagement, effectiveness, and potency of your content.center_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