7 Types of Push Notifications Users Actually Enjoy

If recent marketing news has made one thing clear, it’s this: Mobile is non-negotiable.

A growing number of us are using mobile as our primary device for accessing the internet -- over a quarter of us interact with our smartphones more than any other object, or human being, for that matter. And content, in kind, has to fit that format, whether we’re consuming it or discovering it for the first time.

Brands are starting to respond to that. Just last week, for instance, Google announced that non-mobile friendly pages will be ranking even lower next year.

Apps will be especially impacted most by this increasingly widespread mobile use. The push notifications we receive on our devices will play a vital role in the information we come across, and if we choose to consume it.

Many of us are already receiving information that way. In 2015, the average opt-in rate for push notifications was 49.8%. But those messages have to be optimized -- otherwise, brands risk being ignored or forgotten.

Why is that, exactly, and how can it be avoided? Read on to discover the types of push notifications your users actually want to receive -- and how each one will benefit both of you.

7 Types of Push Notifications Your Users Actually Want

1) The ones that are encouraging -- not shaming.

Once upon a time, I had an activity-tracking bracelet. It was connected by Bluetooth to my phone, where I could use an app to log workouts and meals.

One day, when I hadn’t worked out for a while as a result of having the flu, I received a push notification from the app.

“You haven’t been your active self lately,” it said. “Log a workout now.”

I can’t be the only one who would feel a little bit judged by a message like that, even if it was automated. I mean, was this app serious? I had the flu! No wonder health and fitness app have the lowest opt-in rate for push notifications -- they shame their users.

That doesn’t have to be the case -- nor is it, for every health and fitness app out there. There are some, like 12 Minute Athlete, that let users schedule their own workout reminders. (And if you’re sick, you don’t have to schedule any.) Then, when it does come time for your workout, you get a notification that encourages you, instead of making you feel guilty.

Source: 12 Minute Athlete

Most health and fitness apps are traditionally created with a somewhat shared goal: To help their users get better at doing something. And one of the most ineffective ways of doing that? Feeling bad about not doing it. In fact, research has shown that it’s self-compassion and forgiveness that make us correct negative behaviors -- not guilt.

Consider giving your users the option of taking a break. That can be applied to a variety of app categories: Health and fitness, dating, or online shopping. Let them determine how long they want that hiatus to be -- and feel free you set your own parameters for how long that can actually go on. Then, send a push notification to ask them if they’re ready to come back. That will remind them to launch the app, keeping them engaged after they’ve stepped away.

2) The ones that make life a little easier.

I’m one of those people who has to put everything in my calendar. But the one thing I never seem to remember scheduling is an online check-in for my flights.

That’s why I absolutely love it when airline apps remind me to check in 24 hours in advance -- and maybe that’s one reason why travel and transportation apps have the highest push notification opt-in rate.

Many airlines notify passengers to check in via email, but let’s face it -- with text messages outweighing email as the preferred method of communication by 23%, chances are that we're looking at these quick notifications more than we're checking our email.

JetBlue is one airline that does this particularly well. Like clockwork, I always receive a friendly little note on my screen -- “Hey there. It’s time to check in for your flight” -- exactly 24 hours before I’m scheduled to take off. It’s one less thing that I have to remember to do and, therefore, these particular notifications are adding value for me.

Ask yourself that question before you write copy for a push notification: How can we frame this in a way that creates value for the user? You’ll be glad you did -- users who opt-in to push messages average three times more app launches than those who opt out.

3) The ones that know where its users are -- in a non-creepy way.

When Localytics asked mobile users which type of push notifications they preferred the most, 34% responded with “a special offer based on my location” -- the third most popular kind.

And why not? If you’re already out, you might as well treat yourself with that special discount, right?

Take this notification from Neoshop. It’s personalized on two levels -- it includes the user’s first name, and it lets him know that there’s a shop location nearby where he can use some of the credits he’s accumulated.

Source: Business 2 Community

Knowing where your users are and responding in kind accomplishes two things: First, it lets them know that you’re paying attention. You’re not watching them in a Big-Brother-ish way -- you’re looking out for them, and for opportunities around them.

Second, offering them something special based on that information can make your brand relatable -- like a friend texting to say, “I’m in your neighborhood. Wanna get coffee?”

That’s another way to add value for your user. Instead of asking them to go out of their way to engage with you, you’re creating an opportunity when it’s convenient to them. That makes it easy for someone to find a reason to launch your app -- and to remember that they have unused rewards.

4) The ones that get people excited about something.

There are also occasions when you might not be where you want to be -- like a warm beach in the middle of winter, for example. And, there are times when a push notification can help you get there -- like with a cheap airfare alert.

Kayak, a travel search site, allows its users to set their own notification criteria -- based on destination, date, or popular places to travel -- and receive an alert when the price for any of those trips drops below a point of their choosing.

Source: Arkenea

There are few things that thrill me more than a good deal on airfare. And when it’s Kayak who lets me know about that deal, I associate that brand with my excitement.

And that makes sense -- "a special offer based on my preferences" was the #1 preferred type of push notification in 2015. The reward is twofold: Not only are your users receiving information that’s perceived as a great deal, but it’s the result of something they were able to dictate. There’s a return on their investment in your app -- and they got to call the shots on what that return would look like.

There are several verticals that could stand to benefit from this strategy. It’s the positive association I mentioned before that really stands out -- just as it is with location-based alerts, these notifications send the message that your brand is looking out for its users. It’s as if the app is saying, “I know you mentioned that you were looking for one of these, so I picked it up for you.”

It’s thoughtful, right? And since 52% of us prefer gifts that are truly considerate in that way, it seems fitting that we would respond well to brands that behave accordingly.

So think about what’s really going to excite your users. Let your audience determine what they deem rewarding by letting them customize preferences. When you plan your push notifications, having that information will help craft the message that your app is going out of its way to benefit its users.  

5) The ones that alert people to what matters to them.

It might seem like we’re a bit overwhelmed with bad news these days -- so much, in fact, that WNYC put together a Breaking News Consumer’s Handbook. As much as we like to stay informed, we also like the opportunity to tune some things out.

But what about the rest of what’s happening in the world -- the stuff that we want to stay in the loop for? At risk of sounding cliché: There’s an app for that.

The Oregon Public Broadcasting app set a great example for how push notifications can be used for this kind of content distribution and promotion. "We’re not singularly a breaking news app," said OPB's Marketing Director, Paul Loofburrow, "but if there’s a public service announcement, we want to share that.”

Instead, the app uses push notifications to alert listeners to live broadcasts, encouraging them to tune in. And it works -- after sending these alerts, OPB saw a 483% increase in users listening to a specific radio broadcast.

Source: Urban Airship

Medium, an online publishing platform, uses push notifications in a similar way. Users can receive an instant alert when someone they follow publishes a new post -- and can decide if they want to Medium to select the top five posts of this kind, instead of receiving a notification every time something new is published. And if they want, users can also opt to receive notifications for stories that Medium recommends, based on their reading history. 

 

Breaking News is another app that has quite a few content customization features. It lets users decide what they want brought to their attention, and when they want to hear about it. There’s an option to disable notifications for “major stories,” as well as a way to set “quiet time,” when no news alerts will be sent.

Source: Breaking News

But here’s where the real value comes in -- the features that allow users to pick the topics they want to know about.

Source: Breaking News

That level of personalization is a tremendous asset to your audience. In fact, users are three times more likely to respond to a notification that directly affects them, as opposed to an alert that might have been sent to everybody.

Depending on what sort of information is shared by your app, a best practice could be to let users pick and choose what they want to know about. And, instead of only giving them the chance to turn off notifications completely, let them choose a time of day when they don’t want to be disturbed.

6) The ones that help people pick up where they left off.

You’ve walked into a room with an intention. But then, something distracts you. The phone rings, someone’s shouting your name for your attention, and by the time that distraction has passed, you’ve forgotten why you walked into that room in the first place.

That scenario often plays out when we’re using apps. Let’s say I’m using a grocery delivery app to place an order, when someone sends me a text message. If leave the app to respond, I’m probably going to forget what I was doing before that message came in, and neglect to finish my order. That’s no surprise, since studies now reveal that we have a shorter attention span than most goldfish -- largely due to smartphone use.

But Instacart is one app that helps me remember to finish a task. If I abandon my shopping cart without checking out, for example, it sends me this friendly reminder:

How convenient! Not only do I now remember that I need to order my groceries, but I don’t have to wait that long for them to be delivered, either.

This example goes back to the idea of making life easier for your users. But in this case, instead of being reminded of a specific, salient event -- like a trip or flight somewhere -- the app is helping me stay on top of my day-to-day tasks and responsibilities.

When you design your push notifications, keep two things in mind:

1. How busy are your users?
2. Is this alert going to help them, or just distract and disrupt them?

Answering those questions will help you prioritize the alerts you want to send to your users, and limit the amount of overload they perceive from your app.

7) The ones that keep people posted.

Perhaps you’ve heard about the “hangry” phenomenon -- an adjective that Dictionary.com defines as “irritable as a result of feeling hungry.”

When you combine the cultural pervasiveness of hangriness with the fact that more and more of us are ordering meals online (by 2020, it’s predicted that mobile ordering will be a $38 billion industry), the outcome is as follows: We really, really want to know when our food will arrive.

That’s why it’s smart for what Business Insider calls “aggregators” -- platforms like GrubHub and Eat24 that allow users to order online from dozens of different outlets -- to incorporate a live delivery update feature, to let us know when our food is on its way.

Source: Localytics

Source: AllThingsD

It’s important to note that we’re becoming a species of instant gratification -- 43% of us think it’s unacceptable to take more than 10 minutes to respond to a text message, for example. And whether we like that direction or not, it’s important for businesses to adapt, especially in the mobile sector.

If your app requires your users to wait for something, ask yourself:

1. Am I making my users wait longer than they want or should have to?
2. Am I keeping my users posted about what they’re waiting for?
3. Am I updating my users to the point that I’m becoming disruptive?
4. Do my users have a way to reach me if they need more information after I update them?

Those last two points stress the importance of striking the right balance with push notifications. Share just enough information so that your users aren’t left completely in the dark while they’re waiting. And if they need more details, make sure there’s an easy way for them to get in touch with you.

Ready to start notifying?

There are a few tools out there that can help you create and implement push notifications. A few of our favorites:

• Roost: Roost provides a number of solutions for both desktop and mobile apps. Its biggest selling point is likely the ease of implementation, which largely consists of cutting and pasting a line of JavaScript into your code.
• Amazon Web Services: Among Amazon's many developer tools is its SNS Mobile Push Notifications feature. Like other platforms of its kind, this feature allows notifications to be sent individually (to one person at a time), or to multiple users at once.
• OneSignal: OneSignal is a notification service that's used by several apps that need to provide real-time updates to their users -- think Uber ("where's my ride?"). It also allows A/B testing, so that marketers can send two different messages to samples of user groups and see which one performs better.

When it comes to creating push notifications, there’s an unspoken golden rule: Alert others as you would like to be alerted.

These notifications are absolutely crucial to your mobile marketing strategy -- users that enable them are 171% more engaged with the app than those who don't. But choose them wisely.

When in doubt, we find it’s helpful to use a checklist. So make sure your push notifications meet these basic criteria:

• They aren’t redundant or disruptive to your users.
• They keep your users informed of the things they want to know.
• They’re thoughtful -- they keep an eye out and make life a little more convenient for users, without seeming overbearing or clingy.
• They encourage users -- and don’t shame them.

How do you use push notifications? Share it with us in the comments.

from HubSpot Marketing Blog http://blog.hubspot.com/marketing/push-notification-types
Via http://blog.hubspot.com/marketing/push-notification-types

6 Negotiation Strategies Every Marketer Should Know

There's a reason why we love TV courtroom dramas. Beyond the shocking objections and confessions, it seems like there's constant screentime for strong, powerful arguments.

As marketers, that last part is especially exciting. Whether we know it or not, we are unabashed nerds for all things negotiation -- and it's a skill that all of us should master.

That could be why we're drawn to a well-written, televised version of a compelling argument. We love seeing people making a case for what they believe in, and wish we could do it as well ourselves, like when we're trying to negotiate a budget allocation or a project.

But with the right strategies and skills, you can learn to negotiate. It’s practical, valuable knowledge that can be applied almost anywhere -- especially in the marketing realm.

Why Do Marketers Need to Negotiate?

When I speak with marketers, it seems like there’s always something that has to be negotiated. A lot of the time, it’s the allocation of resources -- budget, new hires, or time.

There are other marketing-specific times when negotiation is necessary, though. Maybe you’re working out a co-marketing agreement. Or maybe you’re trying to make a case for your own ideas.

Regardless, being prepared for these conversations is key. A big part of that is confidence -- after all, 19% of folks don’t negotiate because they’re afraid of looking too pushy. We get it. Negotiating is kind of scary, especially when you’re new to it.

But arriving to these discussions with the right expectations and information can make them a little less intimidating. We picked six techniques that can be applied in a broad range of negotiations -- at work, or wherever else.

6 Negotiation Techniques Every Marketer Should Know

1) Focus on interests, not positions.

In the context of negotiation, there's a big difference between focusing on interests and focusing on positions. While interests refer to an outcome that will benefit you, positions refer to your stance on a particular issue.

Co-marketing, as we noted above, is a place where this concept plays out quite a bit. Let's say a small business is trying to partner with one that has a larger reach.

• The smaller company might think, "We want our names attached to yours."
• The larger might say, "Well, we already reach the same audience. What's in it for us?"

Those are the positions of each company: "You should partner with us," versus "We don't need you."

That's where the smaller company has to think about the underlying interests of the larger one and how they might, in fact, need each other. 

"Larger companies may have a large reach, but what do they not have?" asks HubSpot's Manager of Content Marketing Strategy, Lisa Toner. "Do they not have resources to create really great content for their audience?"

That could be an interest of the larger business: Gaining resources to create things like compelling design or apps. "It's all about the pitch, and if you can offer an experience [your opponent] or their customers would welcome," Toner says, "without them having to do the work."

But determining these interests requires research and creativity, Toner says. And she's not alone -- in the book Negotiating Rationally, Max H. Bazerman and Margaret A. Neale note that “creative solutions can be found by redefining the conflict for each side, identifying their underlying interests, and brainstorming for a wide variety of potential solutions.”

So while your opponent might have a different position on the surface, you might actually have interests in common. Knowing what those are can help you frame the conversation in a way that sets you both up for success.

2) Have “if-then” scenarios -- and a backup plan.

When you enter a negotiation, it’s valuable to have different scenarios and alternatives in mind. In business school, we were taught to frame these with an “If-Then Matrix”: A table with rows of “if”s -- the things we wanted, but the opponent might say no to. Those were followed by columns of "then"s -- the items that would become non-negotiable if the client refused the "if."

Having options in mind can help to mitigate some of the fear that comes with negotiating. For one, it clarifies your priorities: A recent survey showed that 56% of women won’t negotiate a job offer because they don’t know what to ask for, which implies that a lot of people -- male and female -- haven’t considered what’s most important to them.

Maybe work-life balance matters more to you than salary. In that case, if your employer says no to your payment requirements, then flexible hours might become non-negotiable.

Do this with all of the "if"s that matter most to you. If flexible hours are also met with resistance, then what will your sticking points be?

And that's where we also need to consider the BATNA -- or, best alternative to a negotiated agreement. Sometimes, no matter how prepared you are for a negotiation, you might not reach an agreement. Then what? 

You’ll need to know the answer to that question before you even enter the conversation -- that's your BATNA. In fact, have multiple alternatives in mind -- the more options you have, the less likely you are to feel completely helpless if your negotiation results in a stalemate.

An “If-Then” matrix can be helpful here, too. Know which factors will be at play if you don’t reach an agreement, and what the implications will be for your customers, your company, your team, and yourself. Don’t focus on defeat -- focus on what you can do, and the actionable items that come with it. 

Remember: Negotiation isn’t an all-or-nothing process. Think about your interests, then determine your options based on the ones that are most important to you.

3) Use creativity to your advantage.

When it comes to negotiation, creativity is key. 

In one study of MBA students, participants were divided into two groups for different workshops -- one that focused on systematic problem solving, and the other on solutions that directed students to “have fun,” “refrain from criticizing your ideas,” and “look for new possibilities.”

Each group then had negotiate a budget allocation. The students that underwent the creative training -- the one that emphasized unconventional ideas and outcomes -- executed the task better than the one that went through a more traditional workshop.

Studies like that show the value of creativity in generating unique alternative solutions and possibilities, and that is a lesson that you should think about when creating your negotiation agenda. You see, if an agenda resembles an itemized list with strict topics like budget and personnel, it tends to put the focus on positions, like “I need 35% of the budget,” or “I need 10 employees reallocated to our team.” But it doesn't address why those needs exist -- the interests behind them.

To combat that, try to focus on more open-ended things like goals and concerns. In that case, you’re leading with the why -- the underlying interests that are at the root of each side’s position.

Maybe your opponent is concerned that her team can’t handle its growing workload, and that’s why she wants to add 10 people. With that perspective, her interest isn’t really about personnel allocation, as much as it’s about preventing her employees from burning out. That opens the door to discussing more creative solutions.  

4) Think about what matters most to your opponent.

I know what you’re thinking. “We know. Focus on interests. We get it!”

It’s true. Understanding your opponent’s priorities can more quickly uncover those underlying interests that I keep harping at. And yes -- they’ll also help you align their interests with yours, and determine mutually beneficial outcomes.

But thinking about what matters most to your opponent can also give you an idea of what kind of questions he might ask. And you can prepare responses for those questions, gathering the data to support your answers in advance.

That will also help you figure out which questions you want to ask during the negotiation. When my colleague, Juliana Nicholson, was writing an ebook, she really wanted to include a certain organization as a case study. But they were hesitant to be featured, she said, because they were “very sensitive to how we framed them.”

At the same time, she told me, they “really wanted the exposure.” Knowing that was important to them helped Nicholson figure out the best questions to put them at ease, and gave them a sense of control in the process -- questions like, “Can we use your real name and logo, so that we can link back to your site and drive traffic there?”

Notice how she cited a benefit in her question. She was asking for permission to do something -- to use real identifiers of the organization, instead of a pseudonym -- while immediately noting the positive outcomes of doing so.

And by posing it as a question, instead of stating it as a fact -- “Doing X will result in Y” -- Nicholson gave her opponent a sense of control over the process. Because she knew how much that mattered to them, she was able to phrase her questions in a way that addressed their interests in both control and exposure.

So don’t be afraid to relinquish a little bit of jurisdiction during a negotiation, especially when it comes to your opponent’s priorities.

5) Understand cultural elements -- and how other cultures negotiate.

When you enter a negotiation, you’ll want to set the stage for a positive, proactive discussion. It goes without saying, then, that you probably don’t want to offend your opponent.

But accidentally offending your counterparts might be easier than you'd expect, especially if you’re negotiating with international peers. And that’s becoming more and more likely in business. HubSpot, for example, has offices in five different countries -- that definitely shapes the way we do business.

It wouldn’t hurt to brush up on the business etiquette of your opponent’s native country. Here are some categories to consider when preparing for an international negotiation.

Physical Cues

In researching other cultures, I've learned that there are things I do naturally and unconsciously -- like elaborately moving my arms when I talk -- that would offend my colleagues in other countries. So in addition to doing my intellectual homework, I would have to physically prepare for a negotiation for my Chinese counterparts, and practice sitting still during a conversation.

My colleague, Leslie Ye, breaks down some do's and don'ts on physical behavior in each country here. 

Silence

In the U.S., we often joke about the discomfort of an awkward silence. So it makes sense that other cultures -- like Japan -- use silence with the “hope the other side will speak,” writes University of Hawaii Professor John Barkai, and end up revealing something valuable, for the sake of saying anything at all.

But instead of letting the silence get awkward, use it to reflect. And if you do decide to speak first, take advantage of the quiet to think carefully about what you’re going to say.

Punctuality

Being on time is one of those things that starkly varies according to country. Just look at this guide to international business etiquette from my colleague, Lindsay Kolowich -- how many countries have punctuality listed as important?

It's important to know when you'll be expected to be on time, and when you can anticipate the opposite from your counterpart. In France, for example, "you're considered 'on time' if you're 10 minutes late," writes Kolowich.

Knowing how each culture treats timeliness will help you plan for and keep your negotiation efficient -- and leave out the element of surprise if your guests arrive later than the scheduled start time.

6) Prepare your team.

You are so totally prepared for this negotiation. Great! What about the people sitting next to you at the table?

Even if you’re the one doing all of the talking, prepare any colleagues who will be present for the negotiation. Transparency is crucial here -- your team should be briefed on any information that might arise during the negotiation, and privy to the same cultural and behavioral context that you’ve researched.

When your team has information, it gives them the opportunity to add their own valuable insights. When we become deeply ingrained in an issue, it can be difficult to look at it objectively. So make sure your team is equipped with the same armory you have -- their perspective of it is an asset.

When it comes to preparing for any meeting, there are a few basic things you can do to prepare your team that also apply here.

• Set clear ground rules: Make sure your team actually understands what the problem is here, and what the most desired proposed solutions are. Also make sure they know when it's okay to contribute to the discussion, and what they should avoid bringing up.
• Discuss non-negotiables: Your colleagues should be aware of the If-Thens. Prepare them with a list of things for which your side is absolutely unable to compromise -- and let them know how to handle those objections.
• Let them ask questions: Now is the time to clear up any uncertainties. If your team is caught off-guard, it will probably show. That can make your side look unprepared, which lends power to your opponent.

Ready to get started?

If you do all of these fabulous things to prepare -- homework, research, introspection, and planning for less-than-desirable outcomes -- then please, feel good about the conversation you’re about to have. We have a tendency to expect the worst (I know I do, anyway), and sometimes, numbers are the only thing that make us feel better.

So know this:

• With job offers, for example, 90% of employers have never, ever reneged because someone tried to negotiate.
• And 80% of students and grads -- the newbies! -- are at least somewhat successful when they negotiate.

I said it before, and I’ll say it again: Negotiating is kind of scary. But even if the worst case scenario actually plays out, by following these steps, you’ll be covered with a backup plan.

You’ve got this. And we’re always here to help as much as we can. Do you have a negotiation question, or story? Share it in the comments.

from HubSpot Marketing Blog http://blog.hubspot.com/marketing/negotiation-strategies-for-marketers
Via http://blog.hubspot.com/marketing/negotiation-strategies-for-marketers

Are You Actually a Good Listener? [Flowchart]

When you listen to someone speak, are you really listening to them ... or are you listening to the voice in your head?

Hearing someone and listening to someone are two very different things. It's all too common for people to wait for their turn to speak or think about what to say next instead of truly listening to someone. 

But being a good listener is a sign of emotional intelligence and social awareness. It means really, truly paying attention to what people are saying -- and it's a skill that'll set you apart in both your professional and personal life. The good news is, becoming a good listener isn't all that difficult -- it just takes some practice (and self-awareness).

So, what do you think: Are you really a good listener? Quiz yourself by following the flowchart below from CT Business Travel. Then, keep reading for nine helpful tips for improving your listening skills.

from HubSpot Marketing Blog http://blog.hubspot.com/marketing/good-listener-flowchart
Via http://blog.hubspot.com/marketing/good-listener-flowchart

How to Link Instagram to Your Facebook Page in 6 Simple Steps

Visual content garners a huge amount of engagement on social media. There's a reason why 71% of online marketers use visual assets in their social media marketing: People respond to it.

Being able to share this content across multiple platforms, then, is an asset. And one of the best ways to do that is to link Instagram to Facebook -- that increases the number of eyes on your visual content.

Before you move forward with your Instagram strategy, you'll want to connect these accounts. Sharing your posts with your company Facebook Page, rather than your personal profile, is just a matter of changing your settings -- and it only requires six simple steps.

How to Connect Instagram to Your Facebook Page

1) Start with your Instagram profile.

Your first step is to pull up your own Instagram account on your phone and select the profile icon in the lower right corner. Then, tap the gear icon in the upper right corner. (This might look like three vertical dots if you're using an Android device.)

That will take you to your options, where you can adjust a number of your preferences, including social settings.

2) Set up (or update) your linked accounts. 

When you get to your options, you'll want to scroll down to where it says "Settings" > "Linked Accounts." That's where you'll configure where else you want your Instagram photos to show up on social media.

Tap "Linked Accounts," and you'll see all of your options for which social networks you can link with Instagram.

3) Connect to Facebook. 

In the image above, you'll notice that HubSpot's Instagram account is already linked to Facebook -- if you're not already linked to that network, you'll have to go through the permissions to share content there. You'll need to be logged into Facebook on your phone for this step to work -- once that's done, tap "Facebook" on your Share Settings screen.

You'll be asked to continue as yourself -- tap that button.

Next, you'll be asked for your privacy preferences. Since you'll be just be sharing your photos on a business page, you can select "Friends" -- the people who will actually be seeing your photos are the ones who like the page you'll be publishing to, which we'll get to in later steps.

Once you hit "OK," you'll be taken back to your Share Settings, where Facebook should now be selected. If not, make sure you select it -- the logo should appear in blue to indicate that you're now sharing your posts on Facebook.

4) Pick where you're sharing on Facebook. 

Once you've linked Facebook to Instagram, you'll want to use your Share Settings to determine where on Facebook you'll be sharing Instagram posts. If you've only just now authorized Facebook to link with Instagram, images will be shared on your personal Facebook profile by default.

 

Tap "Share To" -- that will display all of the places on Facebook where your Instagram photos can be posted. It includes your personal timeline, or any business pages where you have an administrator role. 

Here, we've chosen HubSpot. Once you've chosen the Facebook page where you want your photos to be posted, go back to your Share Settings.

Now, it should be specified that your Instagram photos are being posted to your Facebook business page of choice.

5) Make sure you're sharing responsibly.

If you're using Instagram for both personal and business accounts, remember: You'll have to modify these settings every time you want to change where your photos are being posted.

If you're really concerned on the possible drawbacks of using the same Instagram account for both -- and we've all seen how multi-tasking on social media can go wrong -- you might want to set up a company-specific Instagram handle that's completely separate from your personal one. 

If that's the case, you'll have to follow the same steps to link your Instagram account to Facebook. The only drawback? Whenever you want to switch between your personal and business accounts, you'll have to log out of -- and back into -- Instagram every time you want to change which one you're posting with. 

6) Start sharing!

You're all linked! Now, you can go back to your home screen, and choose which photo you want to post.

When you're ready to share your photo, just make sure you have Facebook selected as one of the places where you want your photo to be posted. 

How to Use Instagram in Connection With Facebook

Now that you're linked -- and you're in good company, as 73% of brands post at least one photo or video per week on Instagram --  what kind of content should you be sharing?

At the most basic level, you should be posting content that's relevant to your brand and to your target audience. That includes things like behind-the-scenes peeks at what your brand is doing to delight customers, quotes that inspire them, and humor. HubSpot's Lindsay Kolowich has written about the different ways brands pull that off -- check out her ideas here.  

That's It!

Sharing your Instagram photos on a Facebook business page allows you to bring strong visuals to multiple platforms with a few simple clicks -- and gives you the opportunity to showcase the personal side of your business. That can go a long way when it comes to engaging with your target audience -- visual content is over forty times more likely to get shared on social media than other types of content.

When have you linked your social accounts for business? Share it with us in the comments.

TSL Marketing is a HubSpot platinum partner. Download their free guide to B2B social media here.

Editor's Note: This post was originally published in December 2015 and has been updated for accuracy and comprehensiveness.

 

from HubSpot Marketing Blog http://blog.hubspot.com/marketing/instagram-to-facebook-company-page
Via http://blog.hubspot.com/marketing/instagram-to-facebook-company-page

5 Tips to Improve Your Nonprofit's Email Strategy

Email's relevance and impact for nonprofit organizations continues to grow. According to the M+R Benchmark 2016 report, email lists for nonprofits grew by an average of 14% in 2015, outpacing their average churn rate of 11.4%. 

The same benchmark report also found that email action metrics, like open and click through rates are all down.

Subscribers are growing, but they're engaging with emails less? Huh? 

Don't take your list subscribers for granted. Getting them on your list is just the first step. If you want them to join, volunteer, or otherwise become active members, your emails need to inspire them.

Follow These Five Tips for a More Effective Email Strategy

1) Know your Personas

It always starts with your personas, right? You can't send compelling, motivating emails if you don't know what inspires and motivates your personas. Recognize that different personas may be more motivated by different messages, so tailor content that appeals to your personas' varying interests. If you haven't created your personas, or it's time to freshen them up, check out these persona templates developed specifically for nonprofit organizations.

 2) Get Email Addresses the Right Way – Don't Buy Lists

Bad, aged information. Low conversion rates. Is the member application rate return on a cold list ever worth the squeeze? No. Even less so when you consider how you could have used that effort and resources to attract warm prospects into your database.

Attracting people to your organization and into your prospect database is why you publish all that great content. Instead of wasting money and energy on a purchased list, take a hard look at how your content is performing. Are people sharing their email addresses with you to access your best content? If not, then you need to reassess what you're publishing.

Perhaps your inbound list is light because traffic to your website and blog is light. Your gated content converts well — you're just not generating enough traffic to see the prospect growth you need. That should trigger a harder look into your SEO and PPC strategies. 

You have many inbound marketing options to pull potential volunteers, members, and donors into your database, and all of them are better than buying a list.

3) Segment Your Email List — Not all Constituents are at the Same Level of Commitment

Your prospects and members are touched by different stories and messages. That's why you want to tailor email content by persona and behavior. They also differ in the level of commitment, financial or otherwise, they're ready to make right now.

While financial means are part of this equation, also keep in mind length and frequency of donations. Someone who made donation a month ago probably isn't ready for another fundraising email. 

If you're trying to nudge semi-active members to increase their activity, then customize your emails highlighting past and upcoming events similar to those that have interested them in the past.

Whatever the nature of a specific email campaign, tailor the content based on the subscriber's expressed interests, taken from both their online and offline activity with your organization.

4) Make a Compelling Offer

The M+R Benchmark report found that nonprofits send their subscribers, on average, 50 emails a year, 19 of which are fundraising appeals.

You can use your non-fundraising emails to encourage other types of engagement, which strengthen the relationship the prospect has with your organization. Ideally, this leads to more engagement down the line. 

In the meantime, you want your emails to each have a compelling call-to-action (CTA). You can offer new content that continues to tell the story of the work your organization is doing. You can ask them to share some links to your website through their own social media profiles. Are you looking to increase your volunteer ranks? 

Whatever the email's CTA, make it the sole focus of the email and use action-oriented language on your CTA button.

5) User their Behavior to Trigger Relevant Follow up Emails

Once you have a prospect in your database, you can continue to gather data about their digital behavior. You'll know which emails they open and click through, and which they don't. You'll see which emails they open but which inspire no action.

You can find more email best practices in our ebook, A Crash Course on Inbound Marketing for Nonprofits >>

Use this information to design campaigns targeting your most engaged users. Are some of them ripe to make the jump from content consumer to member? Target them in a membership drive campaign. Are some members consistently attending your events, but don't share your content? Maybe you can run an ambassador campaign and ask them to share some content you provide in the email? Don't overlook the unengaged. Test out some re-engagement campaigns. 

And don't forget your thank-you emails! Whether they attended an event, subscribed to a new membership service, or volunteered – any offline or online action should trigger a tailored thank-you email.

As you master these tips, it might be time to test out automating some of your email campaign work. Then you can really scale your email fundraising. But first, work these tips to find out what sort of segmenting, triggers, and messages really move your people.

 

from HubSpot Marketing Blog http://blog.hubspot.com/marketing/5-tips-to-improve-your-nonprofits-email-strategy
Via http://blog.hubspot.com/marketing/5-tips-to-improve-your-nonprofits-email-strategy

What Is Digital Marketing?

People spend twice as much time online as they used to 12 years ago. And while we say it a lot, the way people shop and buy really has changed, meaning offline marketing isn’t as effective as it used to be.

Marketing has always been about connecting with your audience in the right place and at the right time. Today, that means that you need to meet them where they are already spending time: on the internet.

Enter digital marketing -- in other words, any form of marketing that exists online.

At HubSpot, we talk a lot about inbound marketing as a really effective way to attract, convert, close, and delight customers online. But we still get a lot of questions from people all around the world about digital marketing.

Whilst a seasoned inbound marketer might say inbound marketing and digital marketing are virtually the same thing, there are some minor differences. And after having conversations with marketers and business owners in the U.S., U.K., Asia, Australia, and New Zealand, I’ve learned a lot about how those small differences are being observed across the world.  

So What Exactly is Digital Marketing?

Digital marketing is an umbrella term for all of your online marketing efforts. Businesses leverage digital channels such as Google search, social media, email, and their websites to connect with their current and prospective customers.

From your website itself to your online branding assets -- digital advertising, email marketing, online brochures, and beyond -- there’s a huge spectrum of tactics and assets that fall under the umbrella of digital marketing. And the best digital marketers have a clear picture of how each asset or tactic supports their overarching goals.

Here’s a quick rundown of some of the most common assets and tactics:

Assets

• Your website
• Blog posts
• Ebooks and whitepapers
• Infographics
• Interactive tools
• Social media channels (Facebook, LinkedIn, Twitter, Instagram, etc.)
• Earned online coverage (PR, social media, and reviews)
• Online brochures and lookbooks
• Branding assets (logos, fonts, etc.)

Tactics

Search Engine Optimization (SEO)

The process of optimizing your website to ‘rank’ higher in search engine results pages, therefore increasing the amount of organic (or free) traffic that your website receives. (Read this post to teach yourself SEO in 30 days.)

Content Marketing

The creation and promotion of content assets for the purpose of generating brand awareness, traffic growth, lead generation, or customers. (Learn what goes into a modern content marketing strategy here.)

Inbound Marketing

Inbound marketing refers to the ‘full-funnel’ approach to attracting, converting, closing, and delighting customers using online content. 

Social Media Marketing

The practice of promoting your brand and your content on social media channels to increase brand awareness, drive traffic, and generate leads for your business. (Discover 41 resources for learning how to leverage social media marketing here.)

Pay-Per-Click (PPC)

A method of driving traffic to your website by paying a publisher every time your ad is clicked. One of the most common types of PPC is Google AdWords.

Affiliate Marketing

A type of performance-based advertising where you receive commission for promoting someone else’s products or services on your website.

Native Advertising

Native advertising refers to advertisements that are primarily content-led and featured on a platform alongside other, non-paid content. BuzzFeed sponsored posts are a good example, but many people also consider social media advertising to be ‘native’  -- for example, Facebook and Instagram advertising.

Marketing Automation

Marketing automation refers to the software that exists with the goal of automating marketing actions. Many marketing departments have to automate repetitive tasks such as emails, social media, and other website actions.

Email Marketing

Companies use email marketing as a way of communicating with their audiences. Email is often used to promote content, discounts and events, as well as to direct people towards the business’ website. (Check out these 15 successful email marketing campaigns for inspiration.)

Online PR

Online PR is the practice of securing earned online coverage with digital publications, blogs, and other content-based websites. It’s much like traditional PR, but in the online space.

What’s the Difference Between Digital Marketing and Inbound Marketing?

On the surface, the two seem similar: Both occur primarily online, and both focus on creating digital content for people to consume. So what’s the difference?

The term ‘digital marketing’ doesn’t differentiate between push and pull marketing tactics (or what we might now refer to as ‘inbound’ and ‘outbound’ methods). Both can still fall under the umbrella of digital marketing.

Digital outbound tactics aim to put a marketing message directly in front of as many people as possible in the online space -- regardless of whether it’s relevant or welcomed. For example, the garish banner ads you see at the top of many websites try to push a product or promotion onto people who aren’t necessarily ready to receive it.

On the other hand, marketers who employ digital inbound tactics use online content to attract their target customers onto their websites by providing assets that are helpful to them. One of the simplest yet most powerful inbound digital marketing assets is a blog, which allows your website to capitalize on the terms which your ideal customers are searching for.

Ultimately, inbound marketing is a methodology that uses digital marketing assets to attract, convert, close, and delight customers online. Digital marketing, on the other hand, is simply an umbrella term to describe online marketing tactics of any kind, regardless of whether they’re considered inbound or outbound.

Does Digital Marketing Work for All Businesses? B2B and B2C?

Digital marketing can work for any business in any industry. Regardless of what your company sells, digital marketing still involves building out buyer personas to identify your audience’s needs, and creating valuable online content. However, that’s not to say that all businesses should implement a digital marketing strategy in the same way.

For B2B

If your company is B2B, your digital marketing efforts are likely to be centered around online lead generation, with the end goal being for someone to speak to a salesperson. For that reason, the role of your marketing strategy is to attract and convert the highest quality leads for your salespeople via your website and supporting digital channels.

Beyond your website, you’ll probably choose to focus your efforts on business-focused channels like LinkedIn where your demographic is spending their time online.

For B2C

If your company is B2C, depending on the price point of your products, it’s likely that the goal of your digital marketing efforts is to attract people to your website and have them become customers without ever needing to speak to a salesperson.

For that reason, you’re probably less likely to focus on ‘leads’ in their traditional sense, and more likely to focus on building an accelerated buyer’s journey, from the moment someone lands on your website, to the moment that they make a purchase. This will often mean your product features in your content higher up in the marketing funnel than it might for a B2B business, and you might need to use stronger calls-to-action (CTAs).

For B2C companies, channels like Instagram and Pinterest can often be more valuable than business-focused platforms LinkedIn.

What Are the Main Benefits of Digital Marketing?

Unlike most offline marketing efforts, digital marketing allows marketers to see accurate results in real time. If you’ve ever put an advert in a newspaper, you’ll know how difficult it is to estimate how many people actually flipped to that page and paid attention to your ad. There’s no surefire way to know if that ad was responsible for any sales at all.

On the other hand, with digital marketing, you can measure the ROI of pretty much any aspect of your marketing efforts.

Here are some examples:

Website Traffic

With digital marketing, you can see the exact number of people who have viewed your website’s homepage in real time by using digital analytics software like HubSpot. You can also see how many pages they visited, what device they were using, and where they came from, amongst other data.

This intelligence helps you to prioritize which marketing channels to spend more or less time on, based on the number of people those channels are driving to your website. For example, if only 10% of your traffic is coming from organic search, you know that you probably need to spend some time on SEO to increase that percentage.

With offline marketing, it’s very difficult to tell how people are interacting with your brand before they have an interaction with a salesperson or make a purchase. With digital marketing, you can identify trends and patterns in people’s behavior before they’ve reached the final stage in their buyer’s journey, meaning you can make more informed decisions about how to attract them to your website right at the top of the marketing funnel.

Content Performance and Lead Generation

Imagine you’ve created a product brochure and posted it through people’s letterboxes -- that brochure is a form of content, albeit offline. The problem is that you have no idea how many people opened your brochure or how many people threw it straight into the trash.

Now imagine you had that brochure on your website instead. You can measure exactly how many people viewed the page where it’s hosted, and you can collect the contact details of those who download it by using forms. Not only can you measure how many people are engaging with your content, but you’re also generating qualified leads when people download it.

Attribution Modeling

An effective digital marketing strategy combined with the right tools and technologies allows you to trace all of your sales back to a customer’s first digital touchpoint with your business. We call this attribution modeling, and it allows you to identify trends in the way people research and buy your product, helping you to make more informed decisions about what parts of your marketing strategy deserve more attention, and what parts of your sales cycle need refining.

Connecting the dots between marketing and sales is hugely important -- according to Aberdeen Group, companies with strong sales and marketing alignment achieve a 20% annual growth rate, compared to a 4% decline in revenue for companies with poor alignment. If you can improve your customer's’ journey through the buying cycle by using digital technologies, then it’s likely to reflect positively on your business’s bottom line.

What Kind of Content Should I Be Creating?

The kind of content you create depends on your audience’s needs at different stages in the buyer’s journey. You should start by creating buyer personas (use these free templates, or try makemypersona.com) to identify what your audience’s goals and challenges are in relation to your business. On a basic level, your online content should aim to help them meet these goals, and overcome their challenges.

Then, you’ll need to think about when they’re most likely to be ready to consume this content in relation to what stage they’re at in their buyer’s journey. We call this content mapping.

With content mapping, the goal is to target content according to:

1. The characteristics of the person who will be consuming it (that’s where buyer personas come in).
2. How close that person is to making a purchase (i.e., their lifecycle stage).

To help you do this, we created a content mapping guide along with a free template.

In terms of the format of your content, there are a lot of different things to try. Here are some options we’d recommend using at each stage of the buyer’s journey:

Awareness Stage

• Blog posts. Great for increasing your organic traffic when paired witha strong SEO and keyword strategy.
• Infographics. Very shareable, meaning they increase your chances of being found via social media when others share your content. (Check out these free infographic templates to get you started.)
• Short videos. Again, these are very shareable and can help your brand get found by new audiences by hosting them on platforms like YouTube.

Consideration Stage

• Ebooks. Great for lead generation as they’re generally more comprehensive than a blog post or infographic, meaning someone is more likely to exchange their contact information to receive it. (Check out this guide to help you get started.)
• Research reports. Again, this is a high value content piece which is great for lead generation. Research reports and new data for your industry can also work for the awareness stage though, as they’re often picked-up by the media or industry press.
• Webinars. As they’re a more detailed, interactive form of video content, webinars are an effective consideration stage content format as they offer more comprehensive content than a blog post or short video.

Decision Stage

• Case studies. Having detailed case studies on your website can be an effective form of content for those who are ready to make a purchasing decision, as it helps you positively influence their decision.
• Testimonials. If case studies aren’t a good fit for your business, having short testimonials around your website is a good alternative. For B2C brands, think of testimonials a little more loosely. If you’re a clothing brand, these might take the form of photos of how other people styled a shirt or dress, pulled from a branded hashtag where people can contribute.

How Long Will It Take to See Results?

With digital marketing, it can often feel like you’re able to see results much faster than you might with offline marketing due to the fact it’s easier to measure ROI. However, it ultimately depends entirely on the scale and effectiveness of your digital marketing strategy.

If you spend time building comprehensive buyer personas to identify the needs of your audience, and you focus on creating quality online content to attract and convert them, then you’re likely to see strong results within the first six months.

If paid advertising is part of your digital strategy, then the results come even quicker -- but it’s recommended to focus on building your organic (or ‘free’) reach using content, SEO, and social media for long-term, sustainable success.

Do I Need a Big Budget for Digital Marketing?

As with anything, it really depends on what elements of digital marketing you’re looking to add to your strategy.

Presuming you already have a website, if you’re focusing on inbound techniques like SEO, social media, and content creation then the good news is you don’t need very much budget at all. With inbound marketing, the main focus is on creating high quality content that your audience will want to consume, which unless you’re planning to outsource the work, the only investment you’ll need is your time.

With outbound techniques like online advertising and purchasing email lists, there is undoubtedly some expense. What it costs comes down to what kind of visibility you want to receive as a result of the advertising.

For example, to implement PPC using Google AdWords, you’ll bid against other companies in your industry to appear at the top of Google’s search results for keywords associated with your business. Depending on the competitiveness of the keyword, this can be reasonably affordable, or extremely expensive, which is why it’s a good idea to focus building your organic reach, too.

Where Does Mobile Marketing Come Into the Equation?

Another key component of digital marketing is mobile marketing. In fact, mobile usage as a whole accounts for 60% of time spent consuming digital media, while desktop-based digital media consumption makes up the remaining 40%. This means that it’s essential to optimize your digital ads, web pages, social media images, and other digital assets for mobile devices. If your company has a mobile app that enables users to engage with your brand or shop your products, your app falls under the digital marketing umbrella, too.

Those engaging with your company online via mobile devices need to have the same positive experience as they would on desktop. This means implementing a mobile-friendly or responsive website design to make browsing user-friendly for those on mobile devices. It might also mean reducing the length of your lead generation forms to create a hassle-free experience for people downloading your content on-the-go. As for your social media images, it’s important to always have a mobile user in mind when creating them as image dimensions are smaller on mobile devices, meaning text can be cut-off.

There are lots of ways you can optimize your digital marketing assets for mobile users, and when implementing any digital marketing strategy, it’s hugely important to consider how the experience will translate on mobile devices. By ensuring this is always front-of-mind, you’ll be creating digital experiences that work for your audience, and consequently achieve the results you’re hoping for.

I’m Ready to Try Digital Marketing. Now What?

If you’re already doing digital marketing, it’s likely that you’re at least reaching some segments of your audience online. No doubt you can think of some areas of your strategy that could use a little improvement, though.

That’s why we created The Simple Guide to Digital Strategy in 2016 to help you build a digital marketing strategy that’s truly effective, whether you’re a complete beginner or have a little more experience. You can download it for free here.

from HubSpot Marketing Blog http://blog.hubspot.com/marketing/what-is-digital-marketing
Via http://blog.hubspot.com/marketing/what-is-digital-marketing

How to Know if Your Agency is Running Profitably

Back in 2011, I launched into agency life full-time (and then some) after graduating from college. Despite working a crazy amount of hours, my tax return showed a personal income (including my share of business profits) of less than $20,000.

That income number more than doubled in 2012, but I was still running an agency, investing a ton of time and energy, and still doing it all for less than $50,000 pre-tax. I've made a lot of conscious decisions in life to not "chase the money," but if I'm going to pour so much of my life into an agency, I'd like it to be worth my time financially as well.

Sound familiar?

I've spoken with a lot of agency owners who are struggling to even come close to the income they'd like to earn. As a lot of business owners quickly discover, making money isn't easy and keeping that money is substantially more challenging.

At GuavaBox, it took us 3 years to finally get a sustainable business model in place. We needed to prove that we could acquire, service, and retain customers profitably. By mid-2013, we finally had a business that was attracting and keeping clients, covering team members and overhead, and producing worthwhile profits for the bottom line.

There are agencies who achieve profitability a lot sooner, and some who take longer. Then there’s a whole other group of agencies who couldn't tell you whether they're truly profitable or not. There's a good chance that those agencies are essentially paying for the privilege of serving their clients.

Do you know which subset of agencies you fall into? If you're not sure, the first question to answer is simply:

What does it mean to run an agency profitably?

By running a "profitable" agency, I mean that you're receiving enough revenue to cover overhead, team compensation, paying any owners who are working in the business a realistic salary (if it's not technically a salary, figure in taxes/benefits), and still having some meaningful amount of profit left at the end of the year.

Back in 2012, I might've initially said that we were running a profitable agency. We had revenue to cover overhead, personnel, and show some net profit at year end.

So what was the problem?

As I mentioned, I was working a lot of hours (we all were) and playing major roles in marketing, business development, client services, operations, and finance. There's no way that we could've hired the right people to replace my input for ~50K. It would've been much more expensive and wiped out the business profits (and more). My partner, Andrew, was in a similar situation — which compounded our unprofitability.

Is it bad if my agency isn't profitable?

I shared the GuavaBox example above for two reasons:

1. To clarify how an agency with a "net profit" could still, in reality, be "unprofitable."
2. To communicate that I've been there, I can relate to the challenge, and it's okay (for a certain period).

Ideally, you'd be able to bootstrap an agency and make so much profit right out of the gate that you could scale, build the infrastructure you need, make an above-market salary, and still have 25% net profit at the end of the year.

But I don't know any agency owners who have done that.

The first 2+ years at GuavaBox were filled with lessons as we discovered our identity, hired the right people, built the required infrastructure, and learned how to sell, deliver, and delight our customers. All of those lessons (which never end, by the way) cost money and took time, but they helped set the stage for a truly profitable agency to emerge.

Hopefully you're on an accelerated track to profitability, but don't be too hard on yourself if you're not there yet. The important thing is to understand the requirements for profitability, set your goals, and craft and follow a specific plan to get you there.

What metrics should I be tracking?

Drew McLellan from Agency Management Institute has nicely summed up my favorite way to measure profitability: Adjusted Gross Income (AGI — your gross revenue minus your cost of goods sold), and target expense numbers with the AGI 55-25-20 ratio.

"Your loaded people expense (salaries, benefits, any/all expenses and taxes related to employees) should be between 55-60% of your AGI,” McLellan wrote in a blog post. “Your overhead should be between 20-25% and that leaves your EBITA (earnings before interest, tax, and amortization expenses) at about 20%."

A lot of agency owners in the past have emphasized keeping your personnel costs under 50% of AGI, but I prefer Drew's breakdown. If there's one area to "overspend" on, it's your people.

Here's what this breakdown might look like on your books:

• Gross Revenue (Billings): $600,000
• Cost of Goods Sold (COGS): $100,000
• Adjusted Gross Income (AGI): $500,000
• Fully Loaded People Expense: $275,000
• Overhead Expenses: $125,000
• Net Profit/EBITA/EBITDA: $100,000

What you need to realize as an agency owner is that your own compensation needs to be figured into your people expense. The EBITA is business profit, not your personal compensation. At the end of the day, it's your decision -- you can take that as a withdrawal or reinvest in the business, but the only way to build an agency of value is to be creating tangible business value each year.

Running Your Agency Profitably

If you haven't yet achieved the AGI 55-25-20 Ratio, here's the action plan to help you get started: 

1. Measure where you are right now. Go back and look at the books. Make sure you're measuring this and reporting on this every month from here on out.
2. Set your goals and timeline, then identify the biggest problem areas. Start there and work towards your goal.
3. Talk to others for help. I can't emphasize this enough. Need help with sales, client servicing, finance, or another area? Tap into your network or get in touch with us -- get help from people who've been there before and can help you head in the right direction.

What challenges has your agency faced on the road to profitability?

from HubSpot Marketing Blog http://blog.hubspot.com/marketing/how-to-know-if-your-agency-is-running-profitably
Via http://blog.hubspot.com/marketing/how-to-know-if-your-agency-is-running-profitably