Animals, Biodiversity, Birds, Conservation, Crime, Critically Endangered Species, Endangered Species, Environment, Environmental Law, Extinction, Global Trade, Hunting, Law, Law Enforcement, Organized Crime, Over-hunting, Trade, Wildlife, Wildlife Conservation, Wildlife Crime, Wildlife Trade, Wildlife Trafficking Article published by Basten Gokkon Popular in the CommunitySponsoredSponsoredOrangutan found tortured and decapitated prompts Indonesia probeEMGIES17 Jan, 2018We will never know the full extent of what this poor Orangutan went through before he died, the same must be done to this evil perpetrator(s) they don’t deserve the air that they breathe this has truly upset me and I wonder for the future for these wonderful creatures. So called ‘Mankind’ has a lot to answer for we are the only ones ruining this world I prefer animals to humans any day of the week.What makes community ecotourism succeed? In Madagascar, location, location, locationScissors1dOther countries should also learn and try to incorporateWhy you should care about the current wave of mass extinctions (commentary)Processor1 DecAfter all, there is no infinite anything in the whole galaxy!Infinite stupidity, right here on earth.The wildlife trade threatens people and animals alike (commentary)Anchor3dUnfortunately I feel The Chinese have no compassion for any living animal. They are a cruel country that as we knowneatbeverything that moves and do not humanily kill these poor animals and insects. They have no health and safety on their markets and they then contract these diseases. Maybe its karma maybe they should look at the way they live and stop using animals for all there so called remedies. DisgustingConservationists welcome China’s wildlife trade banThobolo27 JanChina has consistently been the worlds worst, “ Face of Evil “ in regards our planets flora and fauna survival. In some ways, this is nature trying to fight back. This ban is great, but the rest of the world just cannot allow it to be temporary, because history has demonstrated that once this coronavirus passes, they will in all likelihood, simply revert to been the planets worst Ecco Terrorists. Let’s simply not allow this to happen! How and why they have been able to degrade this planets iconic species, rape the planets rivers, oceans and forests, with apparent impunity, is just mind boggling! Please no more.Probing rural poachers in Africa: Why do they poach?Carrot3dOne day I feel like animals will be more scarce, and I agree with one of my friends, they said that poaching will take over the world, but I also hope notUpset about Amazon fires last year? Focus on deforestation this year (commentary)Bullhorn4dLies and more leisSponsoredSponsoredCoke is again the biggest culprit behind plastic waste in the PhilippinesGrapes7 NovOnce again the article blames companies for the actions of individuals. It is individuals that buy these products, it is individuals that dispose of them improperly. If we want to change it, we have to change, not just create bad guys to blame.Brazilian response to Bolsonaro policies and Amazon fires growsCar4 SepThank you for this excellent report. I feel overwhelmed by the ecocidal intent of the Bolsonaro government in the name of ‘developing’ their ‘God-given’ resources.U.S. allocates first of $30M in grants for forest conservation in SumatraPlanet4dcarrot hella thick ;)Melting Arctic sea ice may be altering winds, weather at equator: studyleftylarry30 JanThe Arctic sea ice seems to be recovering this winter as per the last 10-12 years, good news.Malaysia has the world’s highest deforestation rate, reveals Google forest mapBone27 Sep, 2018Who you’re trying to fool with selective data revelation?You can’t hide the truth if you show historical deforestation for all countries, especially in Europe from 1800s to this day. WorldBank has a good wholesome data on this.Mass tree planting along India’s Cauvery River has scientists worriedSurendra Nekkanti23 JanHi Mongabay. Good effort trying to be objective in this article. I would like to give a constructive feedback which could help in clearing things up.1. It is mentioned that planting trees in village common lands will have negative affects socially and ecologically. There is no need to even have to agree or disagree with it, because, you also mentioned the fact that Cauvery Calling aims to plant trees only in the private lands of the farmers. So, plantation in the common lands doesn’t come into the picture.2.I don’t see that the ecologists are totally against this project, but just they they have some concerns, mainly in terms of what species of trees will be planted. And because there was no direct communication between the ecologists and Isha Foundation, it was not possible for them to address the concerns. As you seem to have spoken with an Isha spokesperson, if you could connect the concerned parties, it would be great, because I see that the ecologists are genuinely interested in making sure things are done the right way.May we all come together and make things happen.Rare Amazon bush dogs caught on camera in BoliviaCarrot1 Feba very good iniciative to be fallowed by the ranchers all overSponsored Indonesian authorities have arrested a woman for allegedly attempting to smuggle 72 helmeted hornbill (Rhinoplax vigil) casques to Hong Kong.The distinctive-looking bird is critically endangered, its precipitous decline driven by poaching for its casque — a solid, ivory-like protuberance on its head that’s highly prized in East Asia for use as ornamental carvings.Tackling the hornbill trade will be on the agenda at next month’s CITES wildlife trade summit in Geneva. JAKARTA — Authorities in Indonesia have seized 72 highly prized hornbill casques and arrested a woman for allegedly attempting to smuggle them out of the country.The seizure occurred at Soekarno-Hatta International Airport outside Jakarta on July 17, with the ivory-like casques wrapped in tinfoil and hidden in biscuit cans. The woman, identified only as a 48-year-old, had placed the cans in her carry-on bag for a flight to Hong Kong, according to a statement from the environment ministry.“She claims she’s just a courier,” Sustyo Iriono, an enforcement official at the ministry, told Mongabay in a text message. He added that the woman had been charged under the 1990 Conservation Law, for which she could face up to five years in prison and up to 100 million rupiah ($7,200) in fines if convicted.Indonesian authorities present the seized hornbill casques and the alleged smuggler, third from right, to the press in Jakarta. Image courtesy of the Indonesian Ministry of Environment and Forestry.The 72 seized casques come from the helmeted hornbill (Rhinoplax vigil), a large bird with a distinctive helmet-like protuberance on its head that can account for up to an eighth of its total weight. The species is listed as critically endangered on the IUCN Red List, its precipitous decline driven by demand for these casques, also known as red ivory and highly prized in East Asia for ornamental carvings.The helmeted hornbill is a protected species under Indonesian law. Sustyo said his office had launched an investigation to track down other members of what authorities suspect is a much wider poaching and trafficking network.“We continue to beef up security and monitoring for all activities of protected wildlife trade at airports, seaports and bus terminals,” he added.Yokyok Hadiprakarsa, executive director of the Indonesian Hornbill Conservation Society (IHCS), welcomed news of the seizure but said the incident proved that poaching of helmeted hornbills was still a serious problem.“The demand is still there and the offering price remains attractive: low cost, high profit,” he told Mongabay in an email. Yokyok added that poaching and illegal trade in wildlife appeared to be increasingly secretive and better organized.China and Hong Kong are top destinations for hornbill casques, Yokyok said. In January 2013, airport authorities detained four Chinese nationals for attempting to smuggle 248 casques out of the country to Hong Kong. They were also found to be carrying pangolin scales, another highly trafficked commodity. Later that same month, authorities in the Indonesian Bornean province of West Kalimantan arrested a Chinese man for attempting to smuggle 24 hornbill casques. He later told investigators that he typically sent the casques to Hong Kong and Taiwan.Two of the hornbill casques that were destined for Hong Kong before their seizure on July 17. Image courtesy of the Indonesian Ministry of Environment and Forestry.A 2013 investigation supported by the Chester Zoo Conservation Award found that 6,000 helmeted hornbills were killed for their casques in a single year in West Kalimantan.According to the wildlife trade watchdog TRAFFIC, 2,170 hornbill heads or casques were seized from the illegal trade in Indonesia and China between March 2012 and August 2014.“What’s interesting is that the trade of helmeted hornbill has led to the hunting and illegal trade of other hornbill birds,” Yokyok said.Pushing these birds toward extinction could also have severe repercussions for their forest habitats, he said. Helmeted hornbills feed mostly on fruit, and their long flying range means they’re hugely important in the dispersal of fruit trees throughout their habitat — “the forest’s true farmers,” Yokyok called them.He called on investigators to carry out DNA tests on the newly seized casques to determine where they came from, and also to assess the population status of helmeted hornbills in Borneo and Sumatra.He added that tackling the trade in helmeted hornbill parts would be on the agenda at next month’s summit of the Convention on International Trade in Endangered Species (CITES) in Geneva.“The threats from hunting and trade are still real,” Yokyok said. “Conservation actions at grassroots levels become important as it starts from there.”The helmeted hornbill is one of Southeast Asia’s most distinctive birds, with a large ivory-like casque that’s used by males for jousting. Dubbed “red ivory,” the scarlet-tinged casques are highly valued in East Asia for use as ornamental carvings. Image by Yokyok Hadiprakarsa/IHCS.FEEDBACK: Use this form to send a message to the author of this post. If you want to post a public comment, you can do that at the bottom of the page.
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Virtual Event Attendance Small Business Cybersecurity Threats and How to… Follow the Puck Related Posts RFID The Internet of Things has invaded our homes with smart thermostats, smart locks, and smart toothbrushes. It has invaded our offices with smart assistants, data security, and connected devices between remote teams.And corporate events are the new frontier.Whether you’re unveiling a new product at SXSW or hosting your own expo, interconnectivity can and should be an integral part of your next big business trip.The following four technologies allow for the best of both worlds: retaining the beloved tradition and human element of real-world events while leveraging the efficiency and slickness of the latest devices. Events have two main functions: opportunities for networking and learning from speakers. But augmented reality is now even enhancing what speakers can deliver. For example, the Microsoft HoloLens headsets are glasses that overlay imagery and information over whatever the event attendee is viewing live. It was demoed in 2017 for set designers from Cirque du Soleil, helping them better visualize their sets.Imagine the richness of information available to attendees who can view speakers through such devices, with information overlaid at key times in their presentation. To fully take advantage of this technology, the AR models can be made available to speakers to allow them to plan how they could best exploit what this platform offers to enhance their presentations.The good news with all these approaches is that the companies behind them want nothing more than to support customers in easily adopting their platforms. That means there is no excuse not to dive in to integrate some or all of these technologies, at the very least on a trial basis for your next event. But, like smartphones, chances are that once these options are available, event attendees will never want to return to the old-fashioned way of running events. Augmented Reality You might be familiar with RFID (radio frequency identification) tags from large retail and grocery chains. In 2017, RFID Journal reported 39 percent more retailers using RFID over the previous year. Estimates put the number of devices in apparel alone at more than 8 billion.But you might be surprised to learn that the technology is now booming in other sectors, including the events industry. It’s natural when you consider that a brief physical contact of one’s phone to an event poster is enough to exchange information. This is a step up in elegance and convenience from unsightly QR codes that require aiming phones at a black-and-white square. Clemi Hardie, founder of Noodle Live, sees RFID as a big part of the future of event information exchange: “Instead of installing hardware at the events, it will be preinstalled on our smartphones, so it will be perfectly normal to put up event posters that simply say ‘tap here for push notifications’ or ‘tap here to exchange contact details.’” Ninety-one percent of event planners say that the use of a mobile event app has yielded a positive ROI. According to Eventbrite, the event technology platform, mobile apps have also been shown to increase attendance by 20 percent while lowering costs by as much as 30 percent. Those are the kinds of numbers that can turn a marginally viable event into a roaring success.But to compete in this market, you have to look beyond the current event and plan for the future. Fortunately, these apps provide the most robust and efficient method of doing just that. Not only do they allow attendee engagement through the service, but they also provide valuable insights into your attendees’ motivations, values, and backgrounds. That’s critical for longer-term planning; mobile-first data companies like Zoomdata can use large volumes of accumulated or real-time data to visualize trends and pinpoint not just what’s happening at your own events, but at others’ as well. Why IoT Apps are Eating Device Interfaces Tags:#devices#engagement Peter Daisyme Internet of Things Makes it Easier to Steal You… Mobile Event Apps As engaging and powerful as events are, there are some drawbacks to the traditional structure. The overhead and costs can be cumbersome, and getting the details of event planning perfectly right each time is always a challenge. But there’s no choice: When large numbers of people are traveling and taking time out of their hectic schedules to attend, getting things right is critical. Another drawback is the challenge of tracking attendee behavior, but that insight is useful for planning future events.There’s now another option to complement the standard model: virtual event attendance through VR headsets. The approach has some key advantages. First, it greatly reduces overhead (by more than half) because no one has to travel, book physical space for the event, or consider other logistical details. It also allows distant community members to attend easily from their homes or offices. Finally, this paradigm is the big winner in gathering intelligence about the behaviors of attendees because their “movements” can be tracked and analyzed through the virtual attendance software.
Call into the meeting at least 15 minutes early. Before you call in to start the meeting, with many types of conferencing software everyone else hears an annoying beep and has no idea if they are in the right meeting. If you call in early everyone will know they are in the right place. Leading up to the webinar, send a reminder email twice – once 1 day before the webinar and once 1 hour before the webinar. See how HubSpot does it – check out some of our webinars here!Free Ebook: The Essential Step-by-Step Guide to Internet MarketingLearn how to implement a comprehensive internet marketing strategy, step by step. When doing a demo or showing software, try not to move too quickly (or scroll up and down a web page too quickly). Often, a refresh takes some time to complete based on the user’s bandwidth. Plan on it taking about 5 seconds every time you change your screen for everyone to see the change. Let the audience know in the introduction how you will be dealing with questions (whether you’ll respond to select questions at the end, try to take them during the session, etc.). Topics: Webinars can be a very effective tool for moving prospects along in the sales funnel to become warmer leads with whom your salespeople can have good conversations. But the content of the webinar and the way you conduct the webinar affect prospect’s experience and will impact the quality of the leads you generate. So, before you jump into running your first webinar, here as some of the best practices I have learned by trial and error as well as lots of advice from others.Download Now: Free Webinar Planning Kit10 Webinar / Webcast Best Practices Start 2 minutes past the hour. This gives people time to call in, but does not make those on time wait too long and annoy them for being on time. Those who call in a couple more minutes later usually do not miss much. Also, starting on time helps people show up on time for future webinars. It is tempting as a presenter to wait for more people to join. Be strong, don’t do it. Originally published Nov 7, 2007 12:20:00 PM, updated October 14 2019 Send out a recording and the slides to people within 24 hours, and tell them during the webinar you will do this. About 10-20% of your attendees will email you looking for the info anyway, so just send it out. Fast follow-up helps you motivate people to take a next step while the webinar is still on their mind. Have a definitive “stop” to the core material (within the time allotted). This is similar to what you’d do in an offline meeting. This way, those that only scheduled the appropriate time know when you are done and are not irritated by the fact that they’re missing something “core”. It’s okay to extend beyond the end time as long as the “officially scheduled program” has a clean end and those that need to leave can leave. Use pre-webinar slides & announcements. Put up a slide that says something like “the webinar will begin in 10 minutes” so when people log in they know it is working, and then update it to show the actual time until the webinar. You should also make an announcement on the call every few minutes to let people know it will start soon and their audio is working. Close ALL unnecessary applications, especially Outlook, Instant Messenger, etc. You do not want any personal or confidential info displayed, and you just don’t want to interrupt the webinar with any notifications that pop up. Prior to the webinar starting, have someone on your team dial-in to make sure the number is working for participants. Have this person send you a question so you know it’s working (and can see what it will look inside the webinar software). Webinars Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
Only 23% of marketers have advertised on mobile platforms. 4. , includes many interesting insights from marketers. You can download the report for the full research, but for an overview of the findings, we have selected seven interesting data points to share in this post. Mobile Marketing 6. Social networking leads the pack of current and planned mobile marketing activities. 3. 7. Mobile Marketing: Plans, Trends and Measurability 62% of marketers plan to have a mobile marketing strategy within the next 12 months. Mobile websites lead the pack for mobile marketing investment. 5. The iPhone is the leading platform for mobile marketing strategy. 2. 82% of companies plan to increase mobile marketing investment over the next 12 months. Mobile marketing is becoming a hot topic in the marketing community. Today, KingFish media released new survey data about mobile marketing. The new report, Mobile marketing as a discipline is still young. It is clear that consumer adoption is driving testing and adoption among marketers. As a marketer, it is important not to get caught up in the novelty of mobile marketing. Focus on making sure that online marketing foundation pieces such as a company website, blog, and landing pages are working to drive leads and customers before trying something new. Additionally, the mobile market is very segmented. When experimenting with mobile, pick a small segment relevant to your customers for testing. Marketing Takeaway Originally published May 17, 2011 5:00:00 PM, updated October 20 2016 1.33% of companies have a mobile marketing strategy. Did you find any of this data surprising? Are you starting to experiment with mobile marketing strategies? Topics: 7 Mobile Marketing Survey Findings Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
We spend a lot of time talking about marketing transformation here at HubSpot. The concept is that the way people have traditionally shopped for products and services has changed. More and more, especially today, they turn to the internet — search engines, blogs, and social media — conducting online research to help them make purchasing decisions.Because of the changing nature of how people shop these days, marketers must understand that traditional marketing techniques are no longer effective. It’s this fundamental idea that lays the foundation for inbound marketing, which is effective today. And if you’ve always been an outbound marketing advocate and a bit of an inbound marketing skeptic, this week MarketingCharts reported results of the new “2011 Social Shopping Study” from the e-tailing group and PowerReviews. To be honest, it might just be the kick in the butt that convinces you to go inbound…According to the data, 50% of consumers spend 75% or more of their total shopping time conducting online research. This includes 15% of shoppers who spend 90% or more of their shopping time online doing research.And from 2010 to 2011, these numbers experienced quite a large spike. In fact, they doubled! In 2010, only 21% of shoppers spent 75% or more of their shopping time on product research online.Below are some other interesting findings from the study:1 in 3 shoppers (34%) spends a few days conducting online research about information-intensive products such as computers, appliances, and TVs before making a purchase, which is the most popular period of time for shoppers to spend doing online research in 2011.More than 4 in 10 of shoppers (44%) start their online product research process with a search engine, looking for top search results relating to the product they’re seeking.When it comes to using social media for research, 7 in 10 shoppers (71%) either never (49%) or rarely (21%) use social sites to research products and gather information. Marketing Takeaway:Consumers are taking a more active role in what influences their purchasing decisions — whether you like it or not. Furthermore, as we can see from the comparison of data from 2010 vs. 2011, this activity is increasing at an alarming rate. The takeaway is pretty obvious: as a business marketer, you need to have an effective inbound marketing strategy in place in order to compete.Your prospects are looking for information in search engines. Are you regularly creating search engine optimized content to help them find you? They’re also seeking product reviews. Are you paying attention to customers and prospects online in a way that encourages them to generate positive reviews for your products and services?They’re also spending quite a bit of time conducting research about you before they buy, meaning just having a website isn’t enough. Are you present in all of the online touch points they’re hitting to help them form a well-rounded opinion of your products or services? Are you using social media to enhance your internet presence?Successful marketing today requires a complete inbound marketing strategy. How can you improve yours? Topics: Marketing Data Originally published Sep 2, 2011 9:00:00 AM, updated February 01 2017 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
Originally published Mar 14, 2013 9:00:00 AM, updated July 28 2017 Topics: The second version saw a 91.4% increase in form fills from the original version, according to a case study from Wider Funnel. Whether it was the orange or the specific language that appealed to visitors, this CTA has generated 106% more online bookings with the same amount of traffic. This is a great example of why you should be carefully formatting and testing your CTAs. You never know what your audience will prefer, or respond to.And the best part? If your audience is split on what they prefer — perhaps because you cater to several different buyer personas — you can still please everyone by using smart images. That’s right, just like smart CTAs, you can adjust the images that appear on your site based on information in a contact’s profile, or where they are in the sales cycle.Ready to get personal? Use these opportunities to show your customers that you care about their experience and their needs. Not only will they feel loved, but you will increase your chances of conversion by matching the right people to the right content at the right time. Nothing wrong with that.What other opportunities for more targeted, personalized marketing are there? Share your ideas with us in the comments! Hey baby, let’s get personal.Settle down! I’m just talking about with our marketing!One of the most lovable things about inbound marketing is how easy it is for marketers to target communications. Traditional marketing tactics can sometimes target a particular age group or income level, but it’s nearly impossible to reach out to customers on an individual level. Then, along came inbound. Cue fireworks. Meticulously segmented fireworks. Now, all we need to segment our marketing efforts is a CRM system, some time, and a few tips on where to start.Think about all of the avenues you use in your marketing and ask yourself: Am I catering to my target audience across all channels? If you know your buyer persona like your best friend — which you should — then it won’t be hard to use these tips to personalize content for them. So check out these 10 opportunities to reach your target audience in an easier and more lovable way across email, social media, paid marketing, and on your website. That’s right, there’s opportunities for better targeted, more personalized content across all those channels. Let’s get started on our way to better targeted marketing!Opportunities for Better Targeting in Your Email MarketingEmail marketing is the number one spam offender in recipients’ inboxes. But with the right segmentation and a little love, email can be totally lovable and still effective at nurturing leads and closing deals. Consider that 39% of marketers who segment their email lists experienced higher open rates, according to Lyris Annual Email Optimizer Report. Since personalizing emails to read ‘Hi Hannah’ instead of ‘Dear Valued Customer’ should be a standard practice by now (we hope!), let’s delve into some more specific ways you could better target and personalize your email marketing.1) Past PurchaseMarketers sometimes get a bad rap for using customer data. We’re the big bad wolves of privacy. But consider this — 42% of people said they would value a retailer or brand more if it remembered their buying and browsing behavior from where they have shopped before, according to Axicom. Additionally, 50% think retailers should offer them promotions based on their past purchase behavior. Customers want us to use big data, as long as we use it in a way that actually offers them some value. If a segment of your contact list has used your service or purchased from you before, use that data to personalize their emails. The right marketing automation software can make it easy to set up workflows based on customer data. Amazon, for example, does a great job of making product suggestions to customers based on their preferences, as well as what other people who have bought the same product viewed. The screenshot below is an example of an email from Amazon prompting a customer who has purchased camera equipment before to check out best-selling lenses they have available.Past purchase data gives you the opportunity to present customers with deals and products before they have to look for them — it makes shopping with you effortless.2) Satisfaction LevelThe Rolling Stones weren’t always right. We can get a gauge on customer satisfaction, and use that knowledge to better target our email marketing. Think about it. If you have a group of die-hard customers in love with your company, you can encourage them to be brand ambassadors. Or, if customers are dissatisfied with your services, you can pinpoint why and surface some content to start repairing the relationship.How can we determine who’s happy and who’s not? Lots of businesses, including HubSpot, use a metric called Net Promoter Score (NPS) to evaluate customer satisfaction level by surveying customers on how likely they are to refer your company to others. Once you’ve gathered this data, segment your email list based on satisfaction level. Contacts who scored between 0 and 6 are considered “Detractors,” and should be considered the folks who could be a whole lot happier with your company. Create a nurturing campaign for this segment with content that sets them back on the right track — tools, educational materials, or offers for some more personalized service that will help address the issues that are landing them in that detractor camp.On the other side of the spectrum, customers with a score between 9 and 10 are your “Promoters.” These people love your company! Send Promoters emails encouraging them to refer a friend or write a review, like this gorgeous example from ModCloth.It’s important to not just think of your contacts’ stage in the buying cycle; I may have purchased from you, but it’s possible that I’m disappointed in your customer service or product quality. Knowing my satisfaction level can help you cater marketing communications to my sentiment.3) Shopping Cart AbandonmentYou know when you’re craving a piece of chocolate but you stay strong and say no? You’re pleased with your willpower … until you’re reminded of it later when you see a Lindt commercial. Suddenly, you have to have it more than ever. Regardless of why a contact abadoned shopping cart items online, they can be swayed by a simple email reminding them of the chocolate, ehm … I mean product, they left behind. If a contact added an item to their shopping cart, whether they purchased it or not, they want it. All they need is a little push. According to SeeWhy, 48% of online shoppers who abandoned a purchase more than once in the past month will buy when remarketed to. Ecommerce marketing automation platforms make it easy for you to remarket abandoned products to contacts. If you’re feeling generous, you can give recipients an incentive to make the purchase, like this tempting email from ProFlowers.Not an ecommerce marketer? Not a problem. You can also send contacts form abandonment emails. If leads start filling out forms on your site but don’t complete it, you can segment out those contacts to remind them of the value of the offer they were signing in the process of signing up for. Opportunities for Better Targeting in Social MediaIt’s important to spend time optimizing your social media marketing efforts. Don’t believe me? Consider this: Customers who engage with companies over social media spend about 30% more money with those companies than customers who don’t, according to Bain & Company. The same study shows that they also demonstrate a deeper emotional connection to companies, giving them an average 33 points higher NPS. But it’s one thing to create a Twitter, Facebook, LinkedIn, and Google+ account — it’s another, more lovable thing to cater your social media content to the right people.4) LinkedIn GroupsWe stumbled upon a pretty cool little factoid about a year ago — that LinkedIn is 277% more effective than other social networks in generating leads. Jaw, meet floor. So, if you haven’t been playing around with LinkedIn to boost your marketing reach and juice your lead generation, now’s the time to start. Segmentation doesn’t just mean putting the contacts you have into categories — it’s also segmenting your channels, platforms, and content to reach potential contacts.By leveraging the right LinkedIn Groups related to your industry, you can tap into a community that is already predisposed to being interested in your business or line of work. Say you own a culinary school in Boston and want to attract more students, for example. You could join Chef Network (see below) with 15,000+ members for maximum reach.However, you should also get more specific in order to reach the most qualified leads by joining Boston Chefs and Foodies, which narrows the noise down to about 900 members, all in your market. Once you’ve scoped out the best fit groups for your business, start engaging with the community and position yourself as a thought leader. That doesn’t happen by constantly posting your own content to the feed. Build authority by answering people’s questions, sharing helpful content regardless of the source, and asking your own questions to get feedback from a trusted community.5) Targeted Facebook Posts You can get more out of your Facebook business page by targeting posts tailored to the different types of people in your audience. Say your business sells deodorant. You have a women’s product line and a men’s product line, but it’s easiest to have one unified social media presence. If you’re running a special on a new product for the women’s line, you can avoid oversaturating your male followers with messaging by posting targeted Facebook statuses. All you have to do is write a post in the standard field and then click on the location symbol. You will then see the option to “Add Targeting.” Click this text and a dropdown will offer different characteristics by which to target.In this case, I’d choose “Gender” and then “Women” to share information about my special female deodorant offer.This basic, easy step is often overlooked because as brands we want to broadcast our messaging to as many people as possible. That’s great sometimes, when the message is more universally applicable, but this little trick is handy to have in your backpocket so you don’t risk annoying the living daylights out of your followers.6) Twitter Hashtags It’s hard to believe there was a time when hashtags were only found on Twitter. Now, we see hashtags on Facebook, in texts, on Instagram, on Pinterest, etc. It’s become a funny cultural trend, but it’s important not to forget their original purpose and how valuable hashtagging can be for better targeted social media marketing.Using hashtags increases the chances of your tweet getting found in a targeted search, by the target audience you’re hoping to reach. If someone searched for #WFH on Twitter, for example, they would be presented with a slew of tweets related to the topic … but the New York Times article would not be one of them. Hashtags make it easier to get found and engage in conversation taking place on social media with your current audience, and those who fall within your target demographic.Opportunities for Better Targeting in Paid MediaAccording to eMarketer, digital advertising spending reached $100 billion in 2012 for the first time … ever. So while organic leads are what most marketers are striving for, ignoring the fact that leads are generated from paid digital channels would be a huge mistake. Especially considering there’s things you can do to better target your paid efforts — hey, if you have to spend some money on digital advertising, might as well do everything you can to ensure your money’s not being wasted. Here are a few targeting options to get started with:7) Facebook’s ‘Custom Audiences’You’re probably already using Facebook’s Power Editor to create targeted PPC ads. If not, check out these tips on setting it up so you can do more granular targeting with Custom Audiences. With this feature, you can create an audience based on information you’ve gathered outside of Facebook such as email addresses, phone numbers, or their UID. If you have a group of prospects who visit your website frequently and you’re hoping to convert them into a lead, you can upload their email addresses as a CSV file and add these contacts to the Power Editor to create targeted ads. The Custom Audience feature is a hidden gem because it gives you the opportunity to get seen by website visitors who are not yet fans of your business on Facebook.You can learn more about exactly how to utilize Custom Audiences in this blog post, “How to use Facebook’s ‘Custom Audiences’ Feature for More Strategic Ad Targeting.”8) Targeted PPC Landing PagesIt’s important to remember that PPC advertising is a complement to your inbound efforts, not a stand-alone tactic. Marketers pay for PPC ads because they want someone to click on them … but that’s only half the battle. Once a lead clicks on the ad, it should take them to a page that holds their interest through extremely targeted content. By creating content- and offer-specific PPC ads, you can not only collect data on what your leads are interested in, but you can please them by giving them what they asked for with a targeted landing page, not a generic one repurposed across dozens of other PPC ads.Look at the Guess ad from my Facebook homepage below, for instance. The ad promotes a specific product. When I click on it, I am directed to a page all about that specific product — not some other fragrance. The language and graphics also create a connection from the ad to the subsequent page by being consistent in design and copy.Now that makes sense, right? If it seems obvious, good for you, you’re creating targeted landing pages that align with the targeting you’ve set up in your PPC campaigns. But if it sounds unfamiliar, go back and check that your ads aren’t directing visitors to a generic page … like (gasp!) your homepage! Visitors won’t take the time to navigate toward content themselves. It’s oh so sad, but oh so true.Opportunities for Better Targeting on Your WebsiteWhen I’m browsing a website, I get frustrated when a page has no clear next step. Usually, when that happens, my next step is my browser’s back button. I may love the website’s design and pretty pictures, but if I have to think about what to click next, I’ll get impatient and peace out. But how do you ensure the site content you’re displaying is aligned with what the visitor is interested in? You have some great targeting opportunities at your disposal.9) Dynamic Calls-to-Action (CTAs)Get the most out of your CTAs by showing the offers most aligned with the visitor currently on your site. Boom. Simple.Well actually … yeah, it is pretty simple! This is where dynamic calls-to-action, also called Smart CTAs, come into play. Long story short, these puppies can be customized to show an offer that aligns with a visitor’s stage in the sales cycle, or any other behavior they’ve exhibited, for a more personalized conversion experience.For example, if you run a marketing agency and someone comes to your website to read a 200-word tip about how to find good long tail keyword phrases … they’re probably not ready to convert on a free 90-minute consultation. That’s kind of like asking someone to marry you on the first date. But you know what they might be ready for? To download an ebook about keyword research, perhaps. Now, the reason dynamic CTAs are so amazing is that you don’t have to choose your 90-minute consultation CTA over your keyword research CTA; you can have both. How, you ask? Because smart CTAs remember who your site visitors are, and show the CTA that is most appropriate based on criteria you pre-set. Talk about a personalized, targeted conversion experience!10) Language and ImageryWe shouldn’t judge books by their cover, but let’s be honest, we’d rather see what’s inside a pretty looking book than a plain looking book. Think of your CTAs as books for a moment. Visitors on your website are more likely to click on a CTA that appeals to them visually than one that doesn’t.Don’t believe me? Here’s a pretty convincing example from CanaDream, an RV and vehicle rental company, that wanted to increase their online conversion rate … and did. To do so, the business needed to entice more people to book RV and vehicle rentals on their website. But how? CanaDream performed an A/B test on their homepage CTA that encourages visitors to book a rental. Here’s the first CTA they tested:And here’s the alternate version: Lead Generation Don’t forget to share this post! 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