Climate Change – The Real Deal



(adsbygoogle = window.adsbygoogle || []).push({});

It was in the spring of 2011 which was long remembered by the scale and horror of many violent tornadoes that tore through the Midwest and parts of the eastern United States. With the massive flooding of the Mississippi River in Illinois all the way to New Orleans created a catastrophic disaster. It seems like every spring has seen its share of storms where torrential rain causes immense suffering and loss of life. Once again we have drought conditions in many areas of our country and through out the world.

We realized that climate change increases the risk of hostility and conflict. The sea level rise today already cover the coastal landscapes around the world forcing people to leave their homes. In general, we are seeing migration, while due to the rising waters forced. This migration of refugees of climate change continues to grow each year. With drought conditions worsen shortages have become the strongest fresh water and food. Consequently, there has been and still is an increased competition for remaining resources never there. And this increased competition continues to exacerbate tensions, not only in all the countries concerned but throughout the world.

To understand the impact of climate change today is that one of its consequences has led to instability in Nigeria. This instability, now operated by the terrorist group Boko Haram continues to exasperate economic conditions worsen and throughout Africa. The drought and subsequent food shortages not only rising food prices intensified, has helped fuel the riots in early Syria. Today, with the country torn by civil war and the rise of ISIS caused serious risks, not only for the global economy, but has also had disastrous effects on humanity as well.

In the US, it has not been since 1920 in this country has experienced such devastation of nature in many places in a short period of time. Following all this devastation left much of the United States almost helpless. Too many lives lost, so much destruction, and many livelihoods in ruins was the result. Today, nature in all its fury unleashed chaos and destruction that continues to shake that nation. Man-induced climate change is attributed to a global quagmire of misery and death?

Throughout the centuries mankind has continued to upset the balance of nature. Man laid the foundation for the natural disasters that have transformed our world. Each nation is guilty of some environmental atrocity of one kind or another. Voluntarily or not the man continues to pollute, destroy, steal and our environment without worrying about the consequences of our actions, inactions and now to facilitate the devastation. To speculate that the Earth goes through its normal cycle of climate change as the reason why there are so many homes storms, longer droughts, earthquakes or massive flooding is too casual.

Monetary restrictions imposed by the reactions always change in the environment caused by human interference. The tragedies of humanity are imbued with blatant disregard for the environment, nature and all the inhabitants of the earth. Even with all the currently available more pollution than any other period of history is continuously discharged into our rivers, streams, lakes and oceans causing catastrophic damage to marine life technology, people from coast, all economies around the world . The need is very obvious, the technology is available, and resources can be provided to eliminate global pollution that threatens our very existence.

What it has happened since the arrival of the first industrial revolution in which man continues to drain the oil fields, groundwater deposits of coal and other minerals, which is a parody of our planet. Our continued reliability of fossil fuels on earth creates large gaps that contribute to the movement of earth plates along the lithosphere resulting from earthquakes, tsunamis, and even sink holes that cause terrible damage man and the nature. We also have to realize what humanity has done to the tropical forests of the Amazon. Destruction and almost total annihilation of the greatest resources of the stability of Earth’s climate, now it has become the greatest threat of the planets climate instability.

To not capitalizing the already abundant, automatic replenishment, and environmental sources of renewable energy humanity has made the land can not remain stable. Of course, the planet has experienced throughout the history of climate change, but mans continued escalation of fossil fuel consumption only increases and accelerates a change in the climate of the earth. When the weather changes drastically in a relatively short time period of great upheavals they have always happened. Worldwide, more frequently and with greater intensity have become. Always in the most horrible human suffering, nature and the environment and it is almost powerless to restore stability. All this while the costs to restore balance and stability today far exceeds the cost that would have been spent to prevent such disasters from happening in the first place.

All that is needed is the will of nations once and for all band together to solve the climate of the earth is directly related and influenced by human interference. To curb the acceleration of global warming, end the catastrophic pollution, and restore our depleted forests every nation must help restore the delicate balance of the earth. This, for humanity now be able to end the massive human suffering that causes more aggression and destabilization of nations worldwide-out. All this can be done using the technology available today. By making the sources of the first and second electrical obsolete industrialization is the fastest way to restore stability worldwide. The availability of solar, wind, hydro electric, magnetic energy and other green energy sources are easily available now. All that is needed is the political will to make them more accessible and affordable. The ability to restore the balance of nature on earth is at hand. And doing so could only alleviate many human tragedies that have placed man about to fall back into the caves of the Neanderthals.

An Island made from plastic bottles by Richart Sowa



(adsbygoogle = window.adsbygoogle || []).push({});

Where some see a simple garbage Richard Sowa saw a way to make his dream. More than 150,000 plastic bottles used to create this magical floating island, talk about creative recycling! Watch this video to learn more about your almost completely sustainable development now calls home. This will make you think twice before just throwing a lot of things we consider trash.

Best Practices for Incorporating Sponsored Posts & Ads In Your LinkedIn Marketing Strategy

POT-OF-GOLD

For many B2B marketers, LinkedIn can prove to be a figurative and literal pot of gold. While there’s no majestic rainbow to show you the way, I can show you how to incorporate social media advertising as part of your LinkedIn Marketing strategy.

A few years ago, HubSpot surveyed B2B organizations and found that 65% of them reported that they have acquired a customer by using LinkedIn and its paid advertising features.

Many organizations have found LinkedIn users to be incredibly receptive to seeing ads and sponsored updates within their feeds. Because LinkedIn is professionally focused by nature, users expect to be having conversations about business.

The best practices below provide some helpful insights into LinkedIn paid advertising basics and can help drive the performance of your campaigns.

Sponsored Updates vs. Sponsored Updates

In our experience, sponsored Updates drive much higher engagement than LinkedIn Ads for the majority of the clients we work with. Below is a sample of conversion rates for both sponsored updates and LinkedIn Ads.

Ad and Sponsored Conversion Rate

Why is There Such a Gap in Conversions?

  1. Sponsored updates appear in the users news feed, which makes them hard to miss. Ads however, appear within the right hand column and can be easily looked over.
  2. A sponsored update is only noted by small gray text that says “Sponsored” if not looking closely, users may not even notice that they’re clicking on boosted content.
  3. Sponsored Updates give the marketer much more flexibility with messaging and imagery compared to ads that have much stricter guidelines.

linkedin image 2

LinkedIn Ads have their place within a social advertising strategy and can often help marketers meet their hit their fiscal goals. However, if you’re just starting out and want to get the most out of your marketing dollars, we recommend focusing your efforts on sponsored updates.

Target Your Audience

LinkedIn has an entire suite of targeting options for you to choose from. If targeting is too broad, your messaging will lose its effectiveness.

We always recommend testing different types of targeting within your LinkedIn campaigns. For example, you can test targeting by title, then grouping. Alternatively you can target by group and then title. Our clients have seen a great deal of success by targeting specific titles within groups, as well as targeting titles within specific companies.

The bottom line, experiment with your targeting to find the best mix for your audience.

Create Messaging That Resonates

Be social, be interesting and be conversational. Sometimes you may have to remind yourself that users flock to platforms like LinkedIn because they add a social element to their personal and professional life.

The messaging used in sponsored updates and ads should focus on your target’s problem and the solution that you offer to meet their need(s). Your prospects may not care about your new eBook or whitepaper, but they will care if your content helps them solve a business problem.

Remember to always create content that speaks directly to your audience. Messaging for a CEO should be different from that for a Manager or Consultant. That’s the beauty of LinkedIn; you have the opportunity to be the answer to all of those unique questions, so tailor your answer/solution accordingly.

You only have 160 characters for direct sponsored posts, so make sure your CTA or your primary takeaway is front and center.

Be Mindful About Images

Rule of thumb, if you have an alternative to stock photos, use it. LinkedIn is filled with stock imagery so creating images that are unique, bright and energetic will go a long way.

Your imagery should be used to support your content.

In the first image below you can see that the visual used of IBM and Facebook clearly aligns with the message of their partnership. The two images on the right however, don’t particularly match up to the message that is being promoted.

IBM Facebookopal financial group

Be sure to update your messaging and imagery frequently. We typically recommend that messaging is adapted every couple of days. Your audience will gravitate towards different messaging and images so I will typically launch new campaigns as opposed to revising existing so we can keep track of which messages work best.

Call to Action

We always recommend using some sort of download as your CTA. A demo or meeting may be your ultimate goal but from an engagement standpoint, a download always wins hands down. It’s easier asking for that demo once they’ve gotten the information from you.

As you can see below, we have typically found that downloads have a much higher conversion rate than demos.

demo and download rate

Budget & Bids

Your daily budget should be dictated by your audience and the bids that LinkedIn is recommending. If you apply the lowest bid acceptable, it will greatly reduce the number of impressions your campaign will be severed. If you feel that your activity is low, that normally means your bids are too low.

Go Forth & Find Your Pot of Gold

Be mindful that success with LinkedIn sponsored posts and advertising takes time. If you know your audience and can be nimble in your approach, your chances of success will greatly increase.

If you’ve used LinkedIn advertising in the past, what were the biggest lessons that you learned?

Disclosure: LinkedIn is a TopRank Online Marketing client.

Top Image: Shutterstock


Email Newsletter
Gain a competitive advantage by subscribing to the

TopRank® Online Marketing Newsletter.

© Online Marketing Blog – TopRank®, 2015. |
Best Practices for Incorporating Sponsored Posts & Ads In Your LinkedIn Marketing Strategy | http://www.toprankblog.com

The post Best Practices for Incorporating Sponsored Posts & Ads In Your LinkedIn Marketing Strategy appeared first on Online Marketing Blog – TopRank®.

The Evolution of Public Relations Through Content Marketing

Content Marketing PR

Brands are answering the call to create more value for customers and their community by publishing their own news and editorial content.  As companies adopt a publisher model of content and media creation, many are surpassing the reach and influence of traditional publications in their industry.

Some great examples of popular content hubs include Intel IQ, Target’s Bulls Eye View, Adobe’s CMO.com and Dell’s Power More (client).

Dell Power More

Dell’s Power More Content Hub

I think everyone watching these trends can agree that the PR industry has been in a state of flux over the past few years. Over 17,000 newsroom jobs have been lost since 2007 and if you’re a journalist, that can be a scary statistic. In fact, if you’re in media relations, it can be concerning too, because with fewer journalists, the competition for stories is even higher.

Declining readership of traditional media, exploding use of social and mobile technologies, shortened news cycles and an explosion in brand publishing make today’s media environment very different for the Public Relations and Communications industry.

If you want to be in the media, become the media. (tweet this)

Here’s the good news: Brands are evolving as publishers, hiring journalists to better tell brand stories and investing in content marketing.  10 years ago, maybe 25% of our our consulting engagements involved content creation. Today, nearly 100% of our client marketing programs involve creating content to achieve marketing objectives.

Optimize for Customers AND Journalists

In the same way marketers segment customer data to create profiles that reflect key behavioral data about information discovery, consumption and what motivates action, so too can PR professionals approach content creation and optimization for journalists, analysts and reporters doing research. Time on social media and search engines means being where the target audience is looking, whether it’s buyers looking for solutions or a journalist looking for statistics or a story source.

How can you be where journalists are looking? By creating and optimizing content that’s useful on “in demand” and relevant topics.

Where does content marketing fit in the public relations and communications mix? I think defining content marketing in the context of PR answers that question well:

Content Marketing is the planning, creation, and amplification of brand and customer focused narratives that drive measurable business outcomes. (tweet this)

When you look at the idea of storytelling targeted to a specific audience intended to affect certain intended outcomes, it sounds a like influencing publics to me. When you combine that ability to incorporate key messaging into content stories with marketing level accountability – it’s a clear competitive advantage over PR or standard content marketing by itself.

Of course there’s a diverse array of skills involved with content marketing that go way beyond the purview of most PR professionals. But the messaging, ability to influence and target groups is spot on.

Content is the currency for building social relationships that can boost earned media. (tweet this)

Here’s the thing about content marketing and PR: Both Marketing and Public Relations are in the content business. At TopRank Online Marketing (previously Misukanis & Odden Public Relations) we’ve lived this duality for nearly 15 years. Some of the content types you’ll find PR pros creating include:

  • Newsroom
  • Blog Posts
  • Press Releases
  • Case Studies
  • Social Content
  • Newsletters
  • Contributed Articles
  • White Papers
  • Events
  • Video, Image, Audio

The value PR brings to the content marketing mix is more than content creation.  By providing news content that traditional sources are not, brands are creating new connections with their communities and customers. While much of content marketing falls under the realm of corporate marketing, the expertise in messaging, content creation and media relations that many Public Relations professionals bring to the table can offer competitive advantages.

Storytelling

“Facts tell, stories sell”. Content Marketing is the ability to tell brand stories that consumers and the media will care about. Who better to find and tell those stories than PR and Communications pros?

It is often said that people make decisions based on emotion but justify them with logic. Therein lies the intersection of PR and content marketing. Stories can connect with customers on an emotional level and the architected narrative of content marketing can provide a vehicle for both facts and stories that matter to your customers.

Editorial Based Marketing

PR professionals understand how news organizations work. Businesses are investing in content from planning to production to editorial. Corporate Journalism is on the rise and PR professionals are perfectly capable of fulfilling those functions or supporting them to create compelling brand content. Content designed to engage also inspires action – whether it’s a social share, a purchase, a referral or an inquiry to do a story.

Influencer Marketing

Working with industry and media influencers has been the stock and trade of media relations professionals for years. Numerous tools from Traackr to GroupHigh to The Shelf can support the need to identify influencers and content creators based on their ability to affect action. PR professionals are well positioned to identify and engage influencers for a variety of content marketing based outcomes ranging from guest blog posts to co-creation of content with industry thought leaders.

Now more than ever, creating content that influences growth in market awareness and new business requires an integrated approach. While this has been a challenge for many PR professionals as marketing and PR functions converge, the good news is that through a model of Attract, Engage and Convert, organizations can better plan, implement and optimize the performance of their content based PR programs.

Public Relations pros that are skilled in messaging, content planning, social media and promotion have an excellent base to become better content marketers than many of the opportunists now calling themselves “content marketing experts”.  The main area of opportunity is in measurement, because marketers are accountable to performance and business outcomes in ways that most people in the PR world aren’t.

Learn More About PR and Content Marketing

I’m going to be presenting on this topic of public relations and content marketing at several events this year. Most notably, at PRORP’s Congreso Internacional de Relaciones Públicas in Mexico City next week on June 8th. PRORP is the largest association of public relations professionals in Mexico.

I will also be presenting on integrating PR and content marketing at the PRSA International Conference later this year November 8th in Atlanta.

Photo: Shutterstock


Email Newsletter
Gain a competitive advantage by subscribing to the

TopRank® Online Marketing Newsletter.

© Online Marketing Blog – TopRank®, 2015. |
The Evolution of Public Relations Through Content Marketing | http://www.toprankblog.com

The post The Evolution of Public Relations Through Content Marketing appeared first on Online Marketing Blog – TopRank®.

The Digital Marketer’s Mobile Optimization Checklist

mobile-checklist

Every good marketer knows that one of the key elements to success is making it as easy as possible for your audience to consume and share information. Part of creating ease of use is keeping in mind where and how your audience is spending their time.

What degree of success do you think a marketer would have if they were to plaster flyers at every Red Robin around the country, when the vast majority of their customers eat at In-N-Out in California?

So now we’re all hungry, but what does this have to do with mobile optimization? I hate to be the one to tell you, but mobile internet usage is something we need to be strategizing for now, not in the future.

According to comScore, 60% of all internet usage is made up by smartphones and tablets. Additionally, over 20% of millennials no longer even use a desktop to access information online. You read that right, they are 100% mobile.

Mobile optimization affects everything from creating a responsive website to making tweaks to your content marketing program to serve mobile users. The checklist below provides some helpful tips for staying on top of the mechanics and engagement strategies necessary for mobile optimization.

SEO

Responsive Design: Most savvy web developers and many new website templates are now including responsive website design as a standard offering. If you’ve recently updated your website and don’t want to invest in a complete overhaul to create a responsive website, you can setup a separate mobile site. However, always keep in mind that there are benefits and drawbacks to taking this path.

PageSpeed: Mobile users are searching for content on-the-go. There are some fairly simple best practices that you can implement to improve page load speed including:

  • Optimize your images so that they are smaller, and therefore load faster
  • Implement caching plugins
  • Use JavaScript sparingly

Use the PageSpeed Insights tool to test your website’s current performance.

Local Optimization: To ensure that your business surfaces in local results, be diligent about making sure that all of your contact information is consistent across the web.

Title Tags & Meta Descriptions: Your mobile audience is working with a lot less screen than desktop users. Try to be as concise as possible when drafting title tags and meta descriptions.

Content Marketing

Think Concise, Not Shorter: Mobile users need content that is scanable and impactful. Remove the clutter and format your content in a way that makes sense for your audience. This doesn’t mean that marketers need to cut down on the length of the content that is being published, but content should be presented in bite-sized chunks that are easy to consume.

Provide Great Imagery: Visual content performs very well on mobile devices. While you may not have given much consideration to blog or long-form content images in the past, here is your opportunity. A well selected image can be the difference between a consumer engaging with your content, or quickly moving on.

Incorporate Videos: Forrester found that when marketers included a video in an email, the click-through rate increased by 200% – 300%. Additionally, eMarketer uncovered that consumers are actually spending more time watching video on mobile devices than on desktops.

Social Media

Mobile Usage: In 2015, there are approximately 1.69 billion social media accounts that are accessed via mobile. When creating and publishing social media content keep your mobile audience in mind.

Mobile Friendly Apps: Many social media platforms offer mobile friendly applications and add-ons that can be easily integrated into brand profiles.

Get Visual: Incorporate visual elements as much as possible into social media campaigns across all platforms. Also, if it makes sense, utilize platforms like Instagram which present a great opportunity to incorporate images and videos into social media content.

Put Your Website to the Test!

Google provides a couple different tools that can help you determine if your website is mobile friendly, and provide access to some  applications that can help you become mobile if you aren’t currently.

The opportunities above only scratch the surface of mobile optimization. If you can currently check five or more of the items above off your list, you’re on the right track. If not, consider it an opportunity to increase your reach and better serve your mobile audience.

What do you find most difficult about implementing digital marketing programs that are mobile friendly?


Email Newsletter
Gain a competitive advantage by subscribing to the

TopRank® Online Marketing Newsletter.

© Online Marketing Blog – TopRank®, 2015. |
The Digital Marketer’s Mobile Optimization Checklist | http://www.toprankblog.com

The post The Digital Marketer’s Mobile Optimization Checklist appeared first on Online Marketing Blog – TopRank®.

Four Advantages To Building New Homes



(adsbygoogle = window.adsbygoogle || []).push({});

If buying a home is distressing, to build one from scratch can be downright stressful. Construction of new homes, however, offers four advantages.

Unlimited Customization

Many people would like to live in a home tailored just for them. Most do not even consider this option when a move is contemplated, as they feel it would be too expensive to build from scratch. According to the National Association of Home Builders (NAHB), the new home median price in 2013 was $ 268,900. This is not a high price for total customization and the knowledge that a house is really yours. It is not uncommon to pay more than $ 300,000 for the property that has already been built for the needs of another person. Why pay for a house that is not fully built its own specifications when the same money or less could be spent on customizing luxury?

More efficiency

Houses not only have existing floor creak and paper waste; They come with drafty windows, power devices and ovens energy intensive. All of these problems contribute to a highly inefficient residence. This inefficiency is bound to steal the minister, either by the need to remodel or due to exorbitant energy bills.

The new houses guarantee greater efficiency. This is especially true if they are built in a neighborhood or community with a green initiative. In these communities, existing plans for new housing involve energy saving strategies. These plans may include solar panels and maximum insulation, for example.

Best Resale Value

While most builders are unlikely to sell their homes at any time in your near future, it should be noted that the resale value of new homes is higher than the older. Each custom model is unique, and each has attractive features that cookie cutter houses abound. This makes these new homes attractive and more valuable to potential buyers. If circumstances change and the sale of new construction area, it is necessary, then at least you have the consolation of being able to ask for a higher selling price.

A healthier alternative

Old houses are full of health hazards of their owners. Although potentially beautiful on the outside, these buildings often complications in their walls and hide under your plants. Pest infestation, mold, lead paint and asbestos are some serious health risks that may be associated with older homes. Building a new place on earth can guarantee that none of these health risks is next to people with mortgages.

True pride comes to building a new custom home. As evidenced above, there are many residual benefits of choosing to build rather than buy. Owners who take this path are proud to know that his home is really yours.

The Benefits of Installing Solar Panels



(adsbygoogle = window.adsbygoogle || []).push({});

Solar panels are special devices that capture sunlight and convert it into usable electricity. Cells from these panels are arranged on a large area for maximum efficiency. As the sun shines on the surface, the lenses capture sunlight and channel for energy.

Reduce energy costs

Although you will have the initial burden of installing solar panels, once you have completed the renovation of most of their expenses you will be terminated. From this point, you will receive free energy due to the sun shining on the surface. This may be an exceptional economy, if you live in an area with abundant sunshine because you can use that energy to power your home heating, refrigeration and other power needs. Many houses are experiencing a savings of about 50 percent of their previous electricity costs, with some even eliminate your electricity bills completely.

Increase Home Value

Solar panels have an easy to use, low maintenance, with exceptional life expectancy. You can anticipate a manufacturer’s warranty of 25-30 years for this. You can also anticipate overall life expectancy of 40 years for this addition to your home. The addition of this technology to your home can greatly increase the value of your home, too. This feature is also a positive point of sale if you are thinking of putting your home on the market at some point in the future. In fact, the addition of a solar power system can increase the resale value of a house by up to $ 6.40 per watt, depending on where you live. It is also common for homes with solar panels to sell 15 percent faster than homes without.

Reducing carbon footprint

The average household in the United States highlights about 7.4 tons of carbon dioxide every year using electrical processes. The emission of carbon dioxide in the atmosphere is directly related to global warming. Results of global warming include melting glaciers, coastal erosion, and endangered animals. Using the sun’s energy can also save each year more than 16,000 liters of water. When you rely on the sun for part or all of the electricity needs of your home, you can feel good about the lack of contribution to the extraction and refining of fossil fuels at home. You and your family can reduce their impact on ecosystems and natural forests, which are adversely affected by the current process of extraction of those resources.

Creating Jobs

The solar industry is a variety of jobs, including design, development, manufacture, installation and maintenance of systems. Additional races are also involved in the cultural and political integration of the industry. The installation of this system in your home can support this sector and contribute to the continuing need and creating new jobs.

Solar technology continues to grow as the people involved in its design and development continue to seek this renewable energy option. The features are more accessible and less expensive, so it is a possibility for the owners. Explore your options to see if the solar panels meet your needs.