In Liverpool, Man United sees the pain and path to recovery A win by Yemen against Nepal and an Azkals loss will doom the Filipinos’ qualification hopes.The Tajiks also consider the match as their most important yet as they have yet to qualify for the Asian Cup. But they will be up against a relaxed and confident Philippine side, which beat them, 4-3, in their initial meeting at Pamir Stadium in Dushanbe.Interestingly, that was the last win posted by the Azkals in the qualifying round as a run of three straight draws have put them in a tricky position heading into the final matchday.“It gives us confidence knowing that we have a good result against Tajikistan before,” said skipper Phil Younghusband, who will be looking to add to his 49 international goals. “What could be added pressure is that we’ve had two opportunities to qualify and we haven’t gotten any.”The Azkals drew with Yemen twice and bungled a chance to qualify ahead of everyone else in the group when they were held to a goalless standoff by Nepal in Kathmandu.ADVERTISEMENT MOST READ For the sport in the country, the result could provide the direction for the next few years.With qualification from the prestigious AFC Asian Cup next year at stake, the Azkals look to complete the mission they started impressively last year when they go up against Tajikistan for the final Group F match at Rizal Memorial Stadium in Manila.FEATURED STORIESSPORTSGinebra beats Meralco again to capture PBA Governors’ Cup titleSPORTSAfter winning title, time for LA Tenorio to give back to Batangas folkSPORTSTim Cone, Ginebra set their sights on elusive All-Filipino crownKickoff is at 7:30 p.m. with the Azkals needing just a draw to secure qualification in the continental showpiece event which features powerhouse Asian sides like Korea, Japan, Australia and Iran.A defeat will not only seal Tajikistan’s entry to the tournament, but also put the Azkals’ fate in the hands of winless Nepal, which faces Yemen in the other game. Conor McGregor seeks to emerge from controversy in UFC comeback Nadine Lustre’s phone stolen in Brazil Carpio hits red carpet treatment for China Coast Guard PLAY LIST 02:14Carpio hits red carpet treatment for China Coast Guard02:56NCRPO pledges to donate P3.5 million to victims of Taal eruption00:56Heavy rain brings some relief in Australia02:37Calm moments allow Taal folks some respite03:23Negosyo sa Tagaytay City, bagsak sa pag-aalboroto ng Bulkang Taal01:13Christian Standhardinger wins PBA Best Player award Scarlett Johansson, Sterling K. Brown among SAG Awards presenters Misagh Bahadoran, shown in this file photo taking on a Fiji defender, echoes the sentiments of PH football team skipper Phil Younghusband: “Philippine football needs another milestone, another successful story and we can do it against Tajikistan.” —CONTRIBUTED PHOTOIt’s a match that could define an era in Philippine football.For the Azkals, there’s no bigger match since they pulled off the “Miracle in Hanoi” eight years ago.ADVERTISEMENT Jiro Manio arrested for stabbing man in Marikina Cabuyao City rising above the ashes through volunteerism Don’t miss out on the latest news and information. LATEST STORIES View comments “There are other things that put doubt in your head but there are also other things that give you confidence knowing we’ve beaten this team,” said Younghusband.Azkals manager Dan Palami said they’re trying to downplay the implications of the match as they’d rather have the players focused on getting a result against the Central Asians.“We’re telling everyone in the team that we just have to focus on this game and not worry about the consequence,” said Palami. “Of course, we’ve been through many heartaches and many joys, but I think this is our most important match since the Miracle in Hanoi.”Sports Related Videospowered by AdSparcRead Next Judy Ann’s 1st project for 2020 is giving her a ‘stomachache’ Lights inside SMX hall flicker as Duterte rants vs Ayala, Pangilinan anew Waiting for Oscar De La Hoya Recto seeks to establish Taal rehab body to aid community, eruption victims
The attention of the Daily Observer is drawn to reports carried on local and social media of officials of the Liberia National Student Union (LINSU) openly carrying arms. According to a Facebook posting by an official of the student organization, the young man, pictured sporting a side arm (pistol) tucked in his belt, is who he called chairman of the defense, security and intelligence committee of LINSU.This newspaper is left asking just when the Liberia National Students Union (LINSU) become a military style organization with its officials brazenly carrying arms in reckless disregard for the law. Moreover comments made by Police spokesperson, H. Moses Carter, in response to queries put to him on the issue suggests that either the Police tacitly approves or that it is not up to speed with developments.The posting by a LINSU official on social media justifying the so-called right of a self-styled defense, security and intelligence LINSU official clearly suggests that these individuals are making no pretenses about the fact that they are bearing arms howbeit illegally. Under Part V of the Act creating the Liberia National Commission on Small Arms and Light Weapons, subtitled: Possession and Use, Section 1:19: Prohibition of Possession of Light Weapons states that (a) “No natural person shall have in his/her possession or under his/her control any light weapon”.It says further, subsection (a) shall not apply to a person employed by the AFL or National Security Agencies acting in the course of his/her employment. Section 1:20 “Prohibition of Possession of Small Arms” (a) “No natural person shall have in his/her possession or under his/her control any small arm other than a shoulder fired single-barreled gun for which a possession license has been issued by the LNP and the Commission in keeping with the Act”. (e) “Private Security agencies or non-state actors not defined under this Act as National Security Agencies shall be prohibited from arming their employees”.In view of what appears as clear violations of these provisions of the 2015 National Firearms and Ammunition Control Act, the LNP, which has a key oversight and control responsibility under the Act, has to act to restrain wayward elements who, by their brazen display of firearms, are sending a clear message to others to arm themselves as well. It can be recalled that Representative Yekeh Kolubah had reported that shots were fired at his home following the violent disruption by armed elements of a children’s party he was hosting.It can also be recalled that shots were reportedly fired when CDC supporters led by Monrovia City Mayor Jefferson Koijee violently attacked a political rally being held in New Georgia by Cornelia Krua Togba in last November. And then on March 21, armed thugs led by LINSU President Mohammed Kamara violently disrupted a MOJA anniversary program. And more recently was the disruption of an official requiem service for fallen legislator Adolph Lawrence by CDC supporters.This newspaper notes with deep and troubling concern that the Police whose motto is “To Protect and Serve” is neither protecting the people nor is it serving their interests. Again the Daily Observer must warn that such policing practices now being seen under this current leadership are having a corrosive effect on respect for the rule of law and further undermining public trust and confidence in that institution.According to Human Rights Watch, “the ability of the Police to enforce the law and investigate wrongdoing is severely compromised by lawlessness and abuse that Police officers inflict on ordinary Liberians especially those living on the margins”. While this newspaper remains seized of the fact that the problems faced by the Police are longstanding and due to official virtual neglect of the institution, yet it cannot remain oblivious to what it appears to be a gross lack of leadership at the highest levels.Such lack of leadership lends easily to Police abuse and tends to reinforce the commonly held impression that justice is not for the poor or the powerless according to Human Rights Watch. Thus, for example, when student auxiliaries of the CDC carry arms openly in breach of the law, the Mayor of the city of Monrovia leads a band of vagrants and thugs to attack a political rally, when a children’s party is violently disrupted or an anniversary program is violently interrupted by hired thugs and the Police does nothing, the negative public impression that the Police is biased or partisan becomes etched even deeper into the consciousness of the people.As June 7 approaches, there are concerns that the overt and brazen display of firearms by CDC supporters is sending a message of intimidation to participants of the June 7 demonstration, warning that they will not hesitate to use those illegally acquired firearms to maim and kill. And that will spell disaster replete with unknown consequences for all and sundry including this government.Of course, the Baghdad Bobs will be sure to scream that such genuine concerns about the direction in which the country is headed are nothing but the “animus of angry elites convinced of their rights atop the political and socioeconomic ladders or better still their denial of democracy”.But, lest they forget, and they should be reminded at every turn, that when it mattered most, they jumped ship; Saddam Hussein was left to face his fate alone; so it was with Ghaddafi, Tolbert, Doe and even now, Taylor, spending the rest of his days on earth in solitary confinement.These are all the more reasons why President Weah, in the view of this newspaper, must take charge and lead else he will allow others to take charge and lead him to an untimely and a most unkind fate! 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160Want local news?Sign up for the Localist and stay informed Something went wrong. Please try again.subscribeCongratulations! You’re all set! DETROIT – A few weeks after Chrysler Group’s German parent put the company up for sale on Feb. 14, dealers reported to Chrysler executives that customers were wondering if their cars would still be covered by warranties. Chrysler’s sales plummeted 8.3 percent in February from the same month in 2006, and the company’s top sales executive attributed much of the decline to consumer uncertainty about Chrysler’s future. Several industry analysts say continued publicity about DaimlerChrysler AG possibly selling off Chrysler undoubtedly will hurt the company in showrooms, especially in the Midwest where Chrysler has more facilities and gets more news coverage as the bidding process continues. Many wonder if Chrysler can recover as long as its future ownership is unknown. Chrysler started the year with a decent January, when sales rose 1 percent from the same month a year ago, even though overall U.S. auto sales were down more than 4 percent.
The industry loses one of its best-known and most respected building-performance expertsTony Woods, a building science visionary who pioneered techniques and materials for improving the performance of all types of structures, died on May 8 after a battle with cancer.A physicist by training, Woods graduated from the University of Hull (England) in 1959. In 1980 he co-founded Canam Building Envelope Specialists Inc., based in Mississauga, Ontario, and, more than a decade ago, a Canam division called Zerodraft, which manufactures building envelope improvement materials and application and testing equipment.Woods’ analytical abilities, depth of knowledge, and drive helped put him at the forefront of the systems approach to building-performance diagnostics and improvement. A tribute released this week by the Building Performance Institute notes that Woods was a mentor to many. His combination of humor and expertise made him a popular presenter at conferences and training programs offered by weatherization organizations and home performance contractors across North America.Woods made regular appearances at regional and national conferences hosted by the nonprofit educational group Affordable Comfort Inc.. He also was a favorite speaker at events staged by the Energy and Environmental Building Association, Construct Canada, Buildings X, Thermal Solutions, and the National Building Envelope Council of Canada.Tony Woods’ professional legacy will be a lasting one. As BPI points out, he was past-president of the Ontario Building Envelope Council and executive vice president of the National Energy Conservation Association and the Contractors Warranty Corporation. He also was a member of HRAI Toronto Chapter, the Construction Specification Writers Association and the Ontario Association of Home Inspectors.On April 28, ACI awarded Woods its Lifetime Achievement Award. The same day, BPI announced the inaugural winner of The Tony Woods Award for Excellence in Advancing the Home Performance Industry, a new initiative that replaces the former BPI Awards, or “Bippies.”What’s more, a paper written by Woods, “Retrofitting the Building Envelope is the Most Cost-Effective Path to Improved Building Performance,” will be included posthumously in the proceedings of the Fourth International Building Physics Conference, June 15-18, 2009 in Istanbul, Turkey.Donations may be made in memory of Tony Woods to the Leukemia and Lymphoma Society’s “Light the Night Walk,” at www.lightthenight.org.A funeral service is scheduled for 1 p.m. May 15 at the Church of St. Bride, 1516 Clarkson Road North, Mississauga, Ontario. Visitation will be held one hour before the service begins, and a reception will follow the funeral.
Originally published Aug 22, 2017 8:00:00 AM, updated April 12 2018 There’s nothing more frustrating than a poor customer service experience.Whether a customer has to deal with a frustrating phone tree, an incomprehensible bot, or repeating their personal information five times to five different agents, you might think it’s hard to provide a great experience.But it’s actually not that complicated.In fact, the simple power of words — and attitude — can make the difference when it comes to making, and keeping, your customers happy.Start solving for the customer today with these 17 templates. Here at HubSpot, we believe strongly in the power of words to make our customers happy. And because customer satisfaction is a measure of how products and services supplied by a company meet or surpass customer expectations, our team developed 10 rules to follow when helping customers. These rules are a great guide for any business that makes it the mission to provide great customer service, every time.The 10 Customer Service Commandments1) ListenListening is the first step to understanding. Usually, everyone calling or emailing your customer service team has a problem to report — and if you don’t listen, you’ll never find out the customer’s problem.Some customers might simply be frustrated and want to know that their complaint is being heard, and others might have issues you can quickly solve for them. Allow them to vent, empathize with their frustration and let them know you heard what they said. Once any emotion subsides, they’ll be in a more receptive mood for advice, and you’ll be able to guide them toward a resolution.Research has shown that you feel positive about a conversation when you think the other party is engaged in active listening, and ideally, every conversation with a customer has a positive takeaway. So make sure to take the time to demonstrate that you’re actively listening on calls, emails, and chat conversations when you can’t show your customers. Respond to statements and questions to demonstrate your full comprehension, and repeat back what customers have said to make sure you both understand each other.2) TeachKnowledge is power, and teaching customers how to solve their own problem and succeed empowers them and gives them a sense of control. Here at HubSpot, we help even the smallest of businesses take control of their website and transform operations — and no matter who your customers are, you can teach them something new that will prove your value to them and make them appreciative.If you teach customers how to break down and succeed doing a complicated process, instead of a frustrated customer, you’ve put them on the path toward satisfaction and better outcomes. And once they understand how to accomplish a task without help, they won’t have to reach out as often for 1:1 assistance — saving them time and helping them be more successful.3) Pay AttentionAn important aspect of active listening is paying attention. Multitasking is great for productivity, but never forget — the customer you’re dealing with is your top priority.If you miss the details of a problem and the customer needs to repeat themselves, they will feel ignored. Listening isn’t just about hearing what they say — it’s about hearing all of what they have to say, too.It’s almost impossible for people to truly multitask — doing several things at once usually just means you’re doing them inefficiently. Instead, block off time on your calendar each day you can devote to completing tasks outside the customer service phone or email queue. That way, you can remain fully focused and attentive when you hop on a call or a chat with your customer.4) Ask the Right QuestionsGetting to the bottom of the problem requires some digging. And sometimes, a customer will work themselves down a difficult path and only call about a solution for the immediate problem they see.Your job is to find out what their larger goal is, and you can often make their life easier. They may be calling about a small problem today, but what they might really need is more support understanding how to use your entire service or software. Dig deep and ask questions to get a big picture view of the issue and a more comprehensive solution can present itself — your customer will appreciate you taking the time and effort to help them troubleshoot on their own down the line.5) Don’t InterruptWe’re here to help customers on their timetable — so don’t rush a customer off the phone.You might think that you’ll achieve better outcomes if you handle as many customer cases as possible in any given day — which requires speedy and efficient handling of each phone call or email. But you should be taking extra steps — and additional time — to thoroughly and completely troubleshoot customer issues — and give them more guidance and advice for success with your product.Companies that invest in customers’ success achieve better outcomes — including happier customers and higher revenues. So when you’re on a call, take your time, listen well, and be polite — it might take longer, but you’ll likely achieve better outcomes for your customer, your team, and your company.6) ApologizeApologizing and taking ownership of a problem is one of the fastest ways to defuse an emotional situation — even if it’s not your fault.You don’t have to assume responsibility to truly apologize. Saying you’re sorry any technical issue or general screw-up occurred doesn’t mean it’s your fault — it says how you feel about what happened.Remember, people want their feelings to be heard, understood, and respected. Apologizing for tough customer problems — even if it’s not your fault — will help customers feel empathy and more willingness to collaborate on troubleshooting.One of my favorite quotes isn’t strictly about customer service, but it bears remembering:”I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”Maya Angelou said that — and it makes sense, right? Don’t apologize to a customer because it’s your fault — apologize so they feel better about a bad situation so you can work together to resolve it.7) Focus On Solutions, Not On BlameWhether it’s a miscommunication, a system outage, or a misprinted invoice, mistakes can happen on your company’s end, and it’s important to apologize in those moments.But when you’re apologizing — or explaining any backend issues that led to a customer problem — never, ever blame another department or another member of your team. Instead, focus on finding a solution that will work to solve the problem — and prevent it from happening again. It will make you — and your organization — appear more professional and reliable.8) Put Yourself In Their ShoesGet to know the customer’s business — sometimes looking at the problem from a different angle will reveal a solution.Empathy can go a long way, and finding out how the customer uses your products to achieve their goals might reveal a solution or new idea. Plus, it will make the customer feel appreciated and taken seriously when you respond to questions and queries with context and background information about their particular business and needs.9) Treat Free Product Users As CustomersThe modern customer has a multitude of options when it comes to choosing products — whether free or paid. It’s easier than ever to conduct product research, sign up and subscribe, and start being a user — without ever having to talk to a member of a sales team.It’s also much easier to stop being a customer — with no-credit-card-required trials and easy-to-use mobile apps. Customers can cancel subscriptions the moment they wish to, which is why it’s so important to assist free users as much as possible to show them the value of your product or service — and, eventually, show them the benefits of upgrading.The customer service your organization offers could convince them that your product is indispensable to their business — so make sure you put the muscle behind all of your customer calls. When your customer succeeds, your organization succeeds, and teaching them how to use your free product offerings can help them achieve great outcomes — and might make them upgrade.10) Laugh, Smile and Have FunPay attention to signals from your customer, and have fun with them if it seems appropriate. Share jokes, laugh, and match their tone and style to make them feel comfortable and at ease.If they’re smiling when they hang up, you’ve done a good job. Customer Service Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Topics:
1. As if the shift toward inbound marketing and away from traditional, outbound marketing wasn’t enough of a change for us marketers to adapt to! Now, we need to be concerned with consumers’ increasing use of the web on their mobile devices. This all begs the question … As consumers increasingly turn to their mobile devices to browse the web and seek information about products and services, it’s extremely important that businesses make sure their websites are mobile-friendly and compatible. Ensuring that mobile site visitors have a positive user experience is the first step in taking advantage of this powerful shift toward mobile browsing. “Is your business prepared?” How is your business preparing for this important shift toward mobile browsing? Photo Credit: Within the next five years, “more users will connect to the internet over mobile devices than desktop PCs.” Increased mobile usage will result in growth in ecommerce. Mobile Optimization . Meeker compared iPhone/iPod Touch adoption rates to those of AOL and Netscape in the early 90s, and she determined that adoption of Apple devices is taking place 11 times faster than adoption of AOL took place and several times faster than adoption of Netscape. Originally published Feb 25, 2011 1:00:00 PM, updated October 20 2016 Is your CMS able to support efforts to make your website mobile-friendly Thinking this mobile marketing stuff is just another marketing trend that won’t catch on or affect your business? Consider the following Topics: ? Are you a business that can potentially leverage the consumer trend of mobile purchasing by using location-based services or mobile coupons? Mobile internet usage is ramping up substantially faster than desktop internet usage did According to Meeker, users are more willing to pay for content on mobile devices than desktops for a variety of reasons, including personalization, small price tags, and easy-to-use/secure payment systems. 2. Robert Scoble , who regularly releases a ‘State of the Internet’ report and has been dubbed the ‘Queen of the Net.’ Go ahead: Pick up a smart phone and access your company’s website with the browser on your mobile device. Chances are, you probably have some work to do. Meeker’s point is that mobile internet usage will only increase with time. Companies who take advantage of it will win, and those that ignore it will lose. 3. predictions from Morgan Stanley internet analyst, Mary Meeker Mobile Browsing Implications for Marketers Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
For instance, if a health care company planned on acquiring 1 million registrations over a year via Facebook ads at $10 per registration, it could save $4.4 million by advertising to its Facebook fans instead of the general Facebook population. This means if the cost of attaining enough fans from which to secure 1 million health care registrations is less than $4.4 million, the company has produced a direct return on investment on its The post goes on to provide the following example: alongside its organic, free resources like without even counting the value of being able to communicate directly with the fans through Page updates. Originally published Jun 13, 2011 4:20:00 PM, updated October 20 2016 For marketers, Facebook can sometimes be mysterious. The leading social network has many moving parts including Pages, Places, Groups, and more. One of the most difficult tight ropes to balance is how to use Inside Facebook Marketing Takeaway ” The problem is that even though someone may be a fan of your business, they are still a long way away from being an actual customer. This data supports the idea that marketers should spend more of their efforts, both paid and organic, to move existing fans further along the sales cycle and convert them into leads and customers. By advertising to Facebook fans instead of non-fans, advertisers can reduce the acquisition cost of registrations by 44%, event signups by 33%, and purchases by 15%. Facebook fan acquisition strategy ” Facebook’s paid advertising opportunities Have you had success advertising to existing Facebook fans? recently shared some interesting data from Facebook ad buying service TBG Digital. According to the post: ” Facebook Fans ” Facebook Advertising as being part of your marketing reach already and instead spend your advertising dollars trying to motivate non-fans. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack In marketing — and in life — common sense prevails. It only stands to reason that Fans of your Facebook page who already have some familiarity with your business would be more likely to take a next step like registering or purchasing. It’s an easy mistake to disregard . Topics: This data was derived from a 4.1 billion ad-impression, thirteen-client test run by TBG Digital. Facebook Pages
Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Unfortunately, many businesses invest the time and effort in creating blog content but don’t take the time to optimize their blog and its content for dedicated to blog SEO. State of Inbound Marketing Report SEOmoz created a great infographic Marketing Takeaway Blog Optimization Blogging is a powerful inbound marketing tool not just because it helps you educate prospective customers. Blogging also provides search engines with fuel they love: fresh and original content. In our . The folks over at Topics: is important to your inbound marketing goals. Set aside a few hours to assess your blog’s SEO using the information from the infographic above. How can you improve the search engine optimization of your blog? Once you have pinpointed areas for your blog’s SEO improvement, then outline a plan and create a timeline for fixing these weaknesses. Look at your organic search engine traffic to your blog before, during, and after your improvements to determine the impact of your work. Blog SEO Originally published Aug 2, 2011 11:06:00 AM, updated October 20 2016 search engines , we discovered that companies with more indexed website pages generate more leads on a monthly basis. Blogging is one of the best ways to help a business add more indexed pages, boost search engine traffic, and therefore, generate more leads.
The following post is an adapted excerpt from our free ebook, An Introductory Guide to Paid Search. To learn more about paid search, download the free ebook here!One of the most important and challenging components of a successful paid search campaign is having a strong keyword strategy. When it comes to determining when your ads are displayed, you don’t just want to pick a certain list of keywords and have the ad shown only when those keywords are entered into the search engine. Since there are an infinite number of ways people can actually search for one term, Google has keyword match types that you can use to give them more specific instructions for when to display your ads.Keyword Match TypesGoogle’s 3 keyword match types are: exact match, phrase match, and broad match.Exact match: Let’s say, for instance, someone searches for the term ‘red men’s tennis shoes with Velcro.’ A keyword set to ‘exact match’ will only display your ad if the search term includes that exact keyword, with the words in that exact order. So, for example, if I have the keyword ‘red men’s tennis shoes’ on exact match, and someone searches for ‘red men’s tennis shoes with Velcro,’ my ad will not be displayed, since there were other words included, preventing it from being an exact match. My ad would only be displayed if the search query was exactly ‘red men’s tennis shoes.’ Exact match keywords are surrounded by brackets, such as:Phrase match: A keyword set to ‘phrase match’ will display your ad if the search term contains the same order of the words, but it can also contain additional words. So if I have the keyword ‘red men’s tennis shoes’ on phrase match and someone searches for ‘red men’s tennis shoes with Velcro,’ my ad will appear. However, if they search for ‘men’s red tennis shoes with Velcro,’ it will not appear. Phrase match keywords are surrounded by quotation marks, such as:Broad match: Lastly, a keyword set to ‘broad match’ will display your ad when the search term contains any or some combination of the words in your keyword, in any order. Your ad could also show for other variations of the words, such as singular/plural forms, synonyms, etc. If I have the keyword ‘red men’s tennis shoes’ on broad match, my ad could appear for the search terms ‘red men’s tennis shoes with Velcro,’ ‘men’s red tennis shoes with Velcro,’ ‘tennis shoe laces,’ ‘women’s red shoes,’ and so on. Broad match keywords are not surrounded by anything, and would just be left as:Additionally, Google allows you to set keywords to a negative match type to help refine them. This allows you to avoid having your ad displayed when a given search term is entered. For example, if I set the keyword ‘used’ to negative match, my ad won’t show for any searches that contain that word, such as ‘used tennis shoes.’ Negative match keywords are preceded by a minus sign, such as: -used.The Key to a Killer Keyword StrategySo you have these keyword match types that you know can somehow help you optimize your campaign strategy – but how do you know which ones to use, and when? There are multiple strategies for setting match types, and there is no one correct solution. We’ll discuss some general practices, but keep in mind that you’ll have to check out your own performance metrics to determine what’s working for your campaign and what isn’t.Don’t Start With Only Exact MatchThe value of setting keywords to exact match is that you can target a very specific search audience. However, if you’re only bidding on exact match keywords, you’ve very narrowly defined your target, which sharply limits your reach, so chances are you’re not going to get a lot of traffic. This is because there’s no way to know exactly what terms people are going to search for, and if you try to guess at a list of exact keywords, even if it’s a long list, you’ll likely be missing out on tons of potential leads and customers that are using different search terms.Broad Match Drives Traffic, But Be Careful…To avoid the issue of missing out on potential leads using different search terms, a popular strategy is to start with all keywords set to broad match, which opens up the floodgates to traffic. Now, a high volume of traffic may be a good thing, but you have to make sure that it is qualified traffic. In other words, say, for example, someone searches for ‘Velcro,’ and your ad for ‘red men’s tennis shoes with Velcro’ appears. The viewer may click on your ad, but because the search term that sent him to it was so general and vague, the likelihood that he will convert into a lead on your offer is significantly lower. This is because the likelihood that he was actually looking for red men’s tennis shoes with Velcro is much lower than it would be for someone who searched for that term, or something closer to that term.Many people are easily misled by the quantity of the traffic they drive with broad match keywords, and they don’t look at the reporting to evaluate quality. Oftentimes, they’re ranking on totally irrelevant keywords and driving unqualified traffic from them, which just wastes their money.This is why it’s extremely important, if you set your keywords to broad match, to closely monitor what search queries are coming through. Don’t forget: you can use negative match to add negative keywords when necessary.So What’s the Best Approach?A good keyword strategy is to use broad match and phrase match to drive traffic. Then use the Search Terms report to find the keywords that convert well and make sense for your business, and set those to exact match, because they’ve been proven to work.The best thing to do to figure out your match type strategy is to just keep testing. Use your performance metrics to optimize your keywords, which could include adding and deleting keywords or changing their match types. It’s an ongoing process. Keyword performance will change over time, and your campaign strategy should change with it.To learn more about paid search, including how to set up an account for your business, the best strategies for structuring and optimizing your account, and how to measure your results, download the complete free ebook here! Topics: Originally published Nov 21, 2011 9:00:00 AM, updated February 01 2017 Keyword Optimization Don’t forget to share this post! 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Originally published Nov 30, 2011 7:30:00 PM, updated October 20 2016 Copywriters are some of the most creative marketers you’ll meet, but they’re also the most tortured. Theirs is a life of one-off projects, grammar checking, and constant re-writes. They are doomed to try articulating the miming hand gestures and vague ideas of their clients. The last thing these folks need to be told is that they’re leaving money on the table. But if they’re not integrating inbound marketing elements into their projects, they’re doing just that.By baking inbound tactics into their proposals, copywriters can position themselves to increase their average project size and, given the ongoing effort required for inbound marketing, increase their number of retainer clients. And because content creation is the sweet spot of copywriting, as well as one of inbound marketing’s four core services, agencies with this skill set can easily embrace the methodology without going too far beyond what they do best.Here are five strategic steps copywriters and copywriting agencies can follow to leverage inbound’s proven strategy for better success.1. Leverage Domain KnowledgeIf you’ve been researching industry language in order to nail a product or service page description, put the knowledge you’ve gathered to work by pitching the idea of a blog to your client. Written in the customers’ language, blogs help create the need for your clients’ products and services. Communicate to your clients that websites with active blogs generate more traffic and leads than those that don’t, and that you can easily be the point-person for this effort. 2. Give Your Best Content Growth HormonesBlog for a month or so, and then measure which posts performed the best. Bubble those posts up into an uber-topic, and get your client to commit resources for writing a more extensive and premium piece of content around that subject, like an ebook or a whitepaper. Give this the loving touch of a copywriter by dressing it up with a genius title, illustrative pictures, compelling charts, and witty headlines.3. Unleash Your Premium ContentBuild a landing page for your ebook or whitepaper to live behind, so that a website visitor has to exchange their contact information in order to download. Then place links to that landing page within and at the end of your blog posts. Make it your goal to have that link “complete your reader’s thought,” meaning if they read something high-level on your blog, the ebook or whitepaper is an opportunity for them to really dig in.4. Make a Goal-Line Handoff From Sales to MarketingBy linking to those landing pages, you have built real lead generation potential into every blog article you post. Continue by building the potential for real customers by listing out the specialties of your client’s salespeople, and matching each rep to a landing page. Doing so will ensure that the name and email address of every lead generated gets funneled to that rep with the best chance of closing the business.5. Rinse & RepeatGet in the habit of measuring everything. It will allow you to build on successes you’re having, report on content that might be falling flat, advocate for increase project scope, or earn a retainer deal from your client.In what other ways can copywriting agencies leverage inbound marketing methodologies to attract more business?Image Credit: Maewe Topics: Copywriting Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack