Effective full-funnel strategy using LinkedIn results in 34% higher CTR and 96% lower CPL for Refinitiv

 Effective full-funnel strategy using LinkedIn results in 34% higher CTR and 96% lower CPL for Refinitiv

One of the world's largest providers of financial market data and infrastructure, Refinitiv, enables more than 40,000 institutions in over 190 countries make critical decisions using best-in-class data and cutting edge technology. Themselves acutely aware of the power of high-quality data and technology, they wanted to make social media go beyond just top-of-the-funnel awareness, to deliver quality leads and better conversions.

Why LinkedIn?

    Laser targeting through job title, member skills, member interests and account-based marketing (ABM)
    Platform conducive to delivering thought leadership content; multiple features and right use of data
    Enables deep-funnel engagement with Matched Audience
    Efficient and compliant lead generation forms, collecting the right amount of information from interested buyers
    Multiple ad formats allowing ads to stand out, deliver better click-through rates (CTR) and result in better conversions


Advanced technologies and the possibilities of data have caused B2B customers to expect higher quality, customised content and engagement online. That is why Refinitiv turned to LinkedIn to ensure that their social media strategy engages the desired audience in more comprehensive ways than just top-of-the-funnel awareness. They wanted to engage prospects with valuable thought leadership content, go on to generate quality leads and then eventually achieve a high rate of conversions.

    Establish social media as an effective way to reach high quality B2B audiences
    Generate technology and data fuelled efficiency in reaching and converting audiences
    Bring efficiency into lead generation
    Integrate messaging, audience targeting and user experience to achieve better CTR


Refinitiv used Sponsored Content to deliver thought leadership content to wider and more relevant audiences on LinkedIn.

    Confident in the relevance and power of their messaging, the team used LinkedIn's versatile ad formats to present the messages in the most impactful way. A/B testing between video and single image, helped them make their ad stand out and deliver a higher CTR.
    Sponsored Videos and Carousel Ads helped them present their well-designed banners and informative statistics to interested audiences.
     LinkedIn's flexible combination of targeting criteria helped filter down the recipients of the message to exactly those who Refinitiv wanted to engage with.
    Refinitiv activated highly customised messaging through an ABM campaign.
    They engaged audiences in the middle of the marketing funnel by remarketing using Matched Audiences
    LinkedIn's Lead Generation Forms, by being compliant with global regulations and obtaining enough information from prospective buyers, saved Refinitiv the trouble of creating their own long contact form.


Refinitiv's sustained campaigns on LinkedIn across APAC, using rich content formats and precision targeting yielded quality conversions and sizeable cost efficiencies.

    Over 10 million impressions with 0.67% average CTR via Sponsored Content campaigns
     96% lower CPL when using Lead Generation Forms
    One successful ABM campaign yielded 34% higher CTR than other regular campaigns on the platform
    A campaign that used Lead Generation Forms yielded 54.6% better conversion rate and 58% better CTR than a campaign that did not use Lead Gen
    Refinitiv also integrated LinkedIn Lead Generation Forms with its marketing automation platform. The tracking information feeding seamlessly from LinkedIn to their internal system which allowed the Sales team to respond to leads with right context in a timely manner

"Personal relationships play a vital role in the Asian business culture and 2020 continues with evolution in this space. However, unique events have brought new challenges. LinkedIn Marketing Solution’s data and technical capabilities enable the same tailored client engagement with meaningful content to reinforce current connections and establish new relationships, solving challenges"


Refinitiv, formerly the Financial & Risk business of Thomson Reuters, is one of the world’s largest providers of financial markets data and infrastructure. Serving more than 40,000 institutions in over 190 countries, we provide information, insights, and technology that drive innovation and performance in global markets. Our heritage of integrity enables our customers to make critical decisions with confidence while our best-in-class data and cutting-edge technologies enable greater opportunity. We enable the financial community to trade smarter and faster, overcome regulatory challenges, and scale intelligently.

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Digital Marketing Knowledge Is digital marketing worth it in 2021 ?

 What type of knowledge is digital marketing?

What are the skills required for digital marketing?

What are the 5 D's of digital marketing?

Is digital marketing worth it in 2021 ?

Is digital marketing worth it in 2020 ?

Is digital marketing worth it in 2019 ?

Digital marketing. Just another one of those new, fancy buzzwords you should use to sound smart in meetings or is it the real deal?

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Maybe a better question is: what is digital marketing?

This digital marketing guide will show you what’s what.

First popularized as a term in the early 2000’s, digital marketing has actually been around much longer.

Like, WAY longer. About 100 years longer, to be exact.

Here’s a pic of the first digital marketer in history:

His name: Guglielmo Marconi.

What? Marconi?

Yup. In 1896 he was the first human to demonstrate a, “public transmission of wireless signals.”

This dude invented the radio.

Shortly after his little demonstration in England, morse signals were transmitted across open water.

And, while it would take another 10 years for the radio to reach the general public, it sure didn’t take the creators long to realize they could use it to sell stuff.

The first live broadcast was from an opera performance at the Met and guess what people did after it?

They bought show tickets!

Digital marketing strategy was born.

I bet you’re surprised. I didn’t mention smartphones, apps, Facebook ads or blogs at all.

That’s because digital marketing has nothing to do with the internet.


If you are wondering what digital marketing is… it’s is advertising delivered through digital channels. Channels such as social media, mobile applications, email, web applications, search engines, websites, or any new digital channel.

Digital marketing is any form of marketing products or services that involves electronic devices.

That’s the reason it has been around for decades (because electronics have) and why it doesn’t necessarily have anything to do with content marketing, Google ads, social media or retargeting.

Digital marketing can be done both online and offline.

And, both kinds matter for a well-rounded digital marketing strategy.

Why digital marketing matters

I do.

As a young kid in California, my experiences from the back seat of our car mostly alternated between: “Mom, when are we there?” and “Uh, look, McDonalds, can we go?”, whenever one of those 10 foot billboards popped up on the side of the road.

Growing up with Indian parents, the answer to both of those would, most times, be the same: “Not yet.”

Sometimes, big brands would even start a billboard war, like this one between Audi and BMW, which got quite a few laughs:

In 2015, a ton of my clients still spent hundreds of millions of dollars on billboard advertising.

Unfortunately or fortunately, it’s dead.
Just think of it this way, Google and Facebook generate more revenue than any traditional media company because they control more eyeballs. That’s why digital marketing matters, it is where the attention is.

The reason why billboards, like the ones above, die, is perfectly illustrated in a single picture of a Volvo.

Because, frankly, the future of driving will look like this:

Not a single passenger will spend their time looking at the road.

Do me a favor, the next time you drive and are giving a friend a ride, take a peek at the passenger seat.

Just for a second.

Even now, chances are they’ll be looking at their phone.

Heck, in a world where 9% of all drivers are on the phone one way or the other (texting or calling), at any given moment during daylight hours, how can we think billboards have a future?

If not even the driver is looking at the road any more, who’s supposed to see those advertisements?

And, that’s not even considering self-driving cars, on which both Apple and Google are working (you know it’s going to happen).

Elon Musk suggests that they’ll be here around 2020.  That’s in only a few years.

That means you don’t have much time to figure out this digital marketing stuff before you can power down your old school printing press and close up shop.

The share of people spending more time using electronic devices is only going up from here.

With Americans spending 11+ hours on electronic devices, every single day, there’s not much left. That is, until we spend ALL of our time in the digital world.

And, while yes, online marketing is the reason that 25 year olds can now sit in their living room and earn 2 million dollars a year playing video games, offline marketing still has its place.

Let’s take a helicopter and circle around to get an overview.


The 2 main pillars of digital marketing are online marketing and offline marketing. That said, since I’ll talk about online marketing in a separate guide, I’ll only mention the different areas of online marketing here, for the sake of completeness.

The  big categories of online marketing are:

    Search engine optimization (SEO)
    Search engine marketing (SEM)
    Content marketing
    Social Media Marketing (SMM)
    Pay-per-click advertising (PPC)
    Affiliate marketing
    Email marketing

Unbounce created a great infographic that sums up all kinds of online marketing in one neat chart.

The beginner’s guide to online marketing, on Quick Sprout, is a great place to get started.

Okay, that said, what other digital marketing is there? There’s plenty, actually.

Here are the 4 big categories of digital offline marketing.

First, there’s what I call enhanced offline marketing. This is a form of marketing that is entirely offline, but enhanced with electronic devices.

For example, if your restaurant uses iPads for your customers to create their orders on, then the offline experience of say, eating Thai food, is enhanced with this electronic device.

People have been using digital media to enhance their marketing for decades (you’ve only forgotten in what ways, as you’ll see).

Next, there’s radio marketing. The next time you hear an annoying, over-enthusiastic car dealer shout every word of his or her commercial, thank Mr. Marconi.

Of course, we can’t forget television marketing. TV ads have been around for more than half a century (and since 1953 also in color, nationwide – Yes, there was a time before color TV).

Finally, the biggest and fastest growing area of offline marketing, with admittedly also a lot of flops, busts and failures: phone marketing.

Let’s look at the 4 areas in more detail.
Enhanced offline marketing

What’s the difference between a billboard somewhere in the desert of Arizona and a billboard in New York City’s Times Square?

The size? The product?

3 letters: LED. Light emitting diodes.

All of the billboards in Times Square are electronic!

Why? Because in the desert of Arizona, no one’s competing with you for people’s attention. If you have a billboard at all, you win.

But, in Times Square, attention is probably more valuable than anywhere else in the world. Over 330,000 people cross through it each day.

If you want to be distracted, there’s buses, taxis, promoters shouting and then, of course, the electronic billboards.

Some of them are even interactive, showing live feeds of the people on the square or pictures of customers.

Renting a billboard space on Times Square, for a year, will set you back a whopping $1,000,000 to $4,000,000.

Sounds expensive? Wait until you hear the prices for Super Bowl commercials.

What other forms does enhanced offline marketing take?

What do you see when you walk into an Apple Store these days?

People leaning over iPads, Macbooks and iPhones.

If you have any type of electronic product, any product demo is an important part of your digital marketing strategy.

Okay, the next one’s a good one. If you remember this, you can consider yourself an extremely lucky kid:

This is a demo disc for the original PlayStation and several of these were handed out with other games or sometimes even magazines.

It was the same with PC magazines.  Remember when they came with CDs (and later DVDs) and you couldn’t wait to throw them into your disk drive and see what samples were on them?

A little different than a demo, these are product samples in digital format.

People still do this.  Think of all the wannabe rappers or rockers in your hometown, handing out mix tapes and CDs and now probably USB sticks, to get you to listen to their music.

Alright, time to take a look at the category of digital marketing that’s probably been around the longest.
Radio marketing

Over 100 years have passed since that original first live broadcast of the opera performance at the Met and guess what – radio is still here.

Since radio did fairly well in transitioning to the internet, it hasn’t taken as big of a hit as TV.  And, even old school radio still matters.

Some facts:

    Radio still reaches 85% of the US population every week
    Listeners listen 2 hrs per day, on average
    40% of all radio advertising expenses worldwide comes from the US
    About half the population of the US listens to internet radio at least once a month

Now, while profits have shrunk, radio isn’t dead. Thanks to Pandora’s 80 million users, there are still about $4 billion in profits made each year.

But, aside from creating a kick ass, creative radio commercial that will do well, what else is there?

Recently, internet radio made a good move, doing what most podcasts do: advertise at the beginning of shows.

advertise at the beginning of shows.

If you host a show revolving around a certain topic, like coaching, you can plug programs and products in, right before and at the end of the show.

Since social media is the marketing darling these days, it should be fairly easy to find a local radio station, get on a show, be interviewed or negotiate a deal with them.

Once you do, be sure to get some sponsorships, to make sure that you’re a prime candidate for the station and that they give you the premium slot and the best air time possible.

In most cases, doing well on radio means being entertaining.

Cadillac and Dairy Queen are two brands that come up with solid radio commercials on a consistent basis.

You can listen to some examples here.
TV marketing

Television marketing is such a Goliath, it’ll likely never go away. It’s also easily the industry where the most money is burned each year.

Ever since Google Video turned into Youtube, the efficiency of TV ads has gone down rapidly.

Who wants to watch a crappy MTV show host review a game that they have no clue about, when they can join 40 million subscribers (!) watching PewDiePie not only rock video games, but also deliver hilarious comments.

All, free of charge, of course.

So, why are TV commercials nearly worthless, when the average American still watches 4 hours of TV each day?

They aren’t specific.

TV ads are unspecific. In a world of search engines, retargeting, social media and email marketing, we are so used to being marketed around products we already care about, that we blatantly ignore everything that’s not remotely relevant to us.

If we can even be bothered to watch a movie on TV, because it’s not yet on Netflix, a company making $5 billion in revenue annually by now, then what do we do?

We record it and we fast forward through all of the commercials.

We’re used to being in total control.

Marketers have to be smarter and smoother.

TV commercials just hit everyone across the board.

You could see a hemorrhoid cream commercial, followed by an Oreo ad and a burger spot, all while being overweight, diabetic and 22 years old.

Such a person would be a horrible target to be viewing these ads.  But, with TV, you never know who you’re going to reach, only how many eyeballs you’ll get.

So, apart from a few insomniacs who watch infomercials late at night, ensuring that Dr. Ho still sells a few of his de-compression belts, is TV advertising dead?

Not entirely.

There is still one type of TV ad worth running, but it’ll cost ya.

Remember I mentioned that renting a billboard in Times Square, for a year, will set you back a million?

A 60 second commercial aired during the Super Bowl costs $4.5 million.

Thanks to their cross-pollinating effect, the often viral and memorable commercials still pay for themselves.

Roughly 10% of all TV commercial-related shares on social media come from Super Bowl ads. So do about 8% of all views on Youtube that go to TV commercial videos.

If your commercial makes it to the blacklist (commercials the network decides can’t be shown on TV), the viral effect is usually even stronger, like this one, from Carl’s Junior, that caused a lot of noise this year:

Super Bowl commercials have the highest retention rate, as this infographic shows. Over half of the participants who were asked remembered the Budweiser “Puppy Love” commercial.

What’s more, these commercials become online assets, generating millions of views over time, such as the famous Star Wars commercial by Volkswagen, which has generated 65 million views, to date.

Sadly, the hype of the Super Bowl commercials is probably more of a remnant from a success period that’s about to fade.

The $200 billion that companies still annually spend worldwide on TV commercials is hardly justifiable, as every 10th person in the United States has a Netflix account, with more to come.

TV, in the form as we know it, is going to die and will make way for the more custom-tailored experiences we are already getting used to.

So, if you do plan on doing offline digital marketing, I’d suggest that you spend your time and money focusing on a marketing platform or channel of the future.

Phone marketing

We still don’t realize this or give it nearly enough credit.

Smartphones are killing it.

Now, over 80% of internet users own a smartphone and, in 2014, we crossed the tipping point where more people are accessing the internet from their phone than via a desktop PC or laptop.

Mobile marketing is here, and, in 2016, the amount spent on mobile ads will first exceed the amount spent on desktop ads.

In 2020, there will be as much money spent on mobile ads as there is now spent on TV advertising.  How’s that for fast growth?

But, before we look at the type of phone marketing that you can do for smartphone users with an internet connection, let’s look at some offline ways to market your products.

There are 2 apps that are grossly underestimated, yet they are on every phone, smart or not:

Calling and texting.

Cold calling is the act of calling a person with no prior contact and trying to sell them something.

While at roughly 3 sales per day (marketers call 52 people a day, on average, with about 17 calls until they find a buyer), it doesn’t have the scalability of social media or email, it’s still a valid approach to marketing.

The tactic works, but doesn’t scale very well when selling to end customers (B2C) and making contact before trying to sell helps to close the deal (especially in B2B, which is all about connections).

What works better is marketing via texting, an “app” that is also available on each and every single phone out there.

Online or offline, a text message is almost a guaranteed read.

While the MMS obviously tanked after the web became available and mobile data usage costs so little, texts are still a good way to reach people and bring value in 160 characters or less.

While you should definitely get permission first, for example, in the form of having your customers text a certain word to a phone number, there are several providers that offer text marketing at scale.

Here are some examples of how you can leverage text message marketing.

Special deals, coupons and discounts are a great way for restaurants to get additional customers and turn walk-ins into regulars.

You can see more examples of successful restaurant text messaging campaigns here.

DVD rental service, Red Box, pulled off a successful campaign as well. They let their customers text DEALS to 727272 in exchange for a gamble.

They would receive a random discount on their next rental, between $0.10 and $1.50.

Over only 10 days, they connected with 400,000 customers and generated over 1.5 million text messages.

Using text reminders as customer service can also enhance your mobile marketing, like Walmart does. They alert customers when their prescription is ready for pickup. To date, they’ve sent over 1 billion text reminders.

Another option is to create a loyalty program, where your customers can trade points collected in an app or when paying via their phone. Only 13% of retailers have one, so it’s an option that can help you to stand out.

Since 98% of all text messages are opened, and 90% of them are opened within 3 minutes of arrival, text messages are also a great opportunity to promote a giveaway that you’re doing.

Using a tool, like Heyo, you can easily create a giveaway that’s optimized for mobile and works well on Facebook and other social media platforms, like this one.

However, there is one area of mobile marketing that you should probably avoid: QR codes.

These bar code-like images used to pop up everywhere, a few years ago and while some marketers still swear by them, they’re pretty much dead.

Back in 2011, only about 6% of mobile phone users in the US had scanned a QR code, all year.  And, by 2012, 97% of consumers didn’t even know what a QR code was.

While I can’t be 100% sure about why they weren’t the big hit some wanted them to be, I suspect it’s because the system was too complex.

To scan a QR code you’d always have to download a specific app, like Barcoo.

Then, the corresponding content would open within the app, which was often not optimized for mobile.

Big brands also didn’t respect the context of QR codes, putting them in very unfortunate places, like subway stations with no cell reception or on TV commercials, where they were only visible for a few seconds.

So, don’t waste your time with QR codes, your time and money is best spent elsewhere.


That’s the scoop on digital marketing. As you can see, the internet is, by far, not the only place for marketers to gather success, even today.

Of course, no one can afford to miss out on the opportunities of the web and, eventually, every marketer will have to master online marketing.

But, employing a few of these offline marketing tactics can help you to not put all of your eggs into one basket and diversify your lead generation beyond social media, content marketing and the like.

Plus the offline and online world is colliding. Traditional devices such as fridges, ovens and even billboards will all be modernized to leverage digital media.

Here’s the breakdown of digital marketing again:

Online marketing

    Search engine optimization (SEO)

    Search engine marketing (SEM)
    Content marketing
    Social Media Marketing (SMM)
    Pay-per-click advertising (PPC)
    Affiliate marketing
    Email marketing

Offline marketing

    Enhanced offline marketing
        Electronic billboards
        Digital product demos
        Digital product samples
    Radio marketing
        Radio commercials
        Show sponsoring
    TV marketing
        TV commercials
        Super Bowl commercials
    Phone marketing
        Cold calling
        Text message marketing (giveaways, coupons, loyalty programs)
        QR codes

I hope this guide expanded your view a bit and showed you that digital marketing is more than Facebook ads and social media blasts.

Will you use any of these tactics in your business?

Which of these do you remember from back in the day.  Have I missed any?

Let me know your biggest takeaways in the comments.

What is digital marketing?

Digital marketing is advertising delivered through digital channels. Channels such as social media, mobile applications, email, web applications, search engines, websites, or any new digital channel.

What’s the future of digital marketing?

The offline and online world are colliding. Traditional devices such as fridges, ovens and even billboards will all be modernized to leverage digital media.

Why digital marketing matters?

Google and Facebook generate more revenue than any traditional media company because they control more eyeballs. That’s why digital marketing matters, it is where the attention is.

What channels make up digital marketing?

Search engines, social media, blogs, online ads, affiliate marketing, emails, and mobile apps.

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World Health Organization (WHO) estimates that more than 2.3 billion individuals undergo dental caries, and approximately 530 million kids live with dental caries in their primary teeth. This ratio is highest in low to middle-income states where education, urbanization, and health facilities continue to change. But for other, developed countries, this number is supposed to be much lower. However, the stats are not much promising.

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U.S Centers for Disease Control and Prevention (CDC) says that nearly 26% of Americans live with ongoing and untreated dental decay or gum diseases. It urges for direct attention towards dental health, and the best option is something which is easy to use in daily life, like Steel Bite Pro supplement.

Despite how common these dental problems are, most people are hesitant to try a new product. In the case of dental health, using a dietary formula is unusual and uncommon. Yet, the creators of Steel Bite Pro believe that this supplement has helped them in a way they didn’t expect. So, what’s the real deal with this product? Is it possible for a dietary supplement to recreate the oral microbiome and save it from potential dental diseases? Maybe and maybe not; continue reading to find the truth.

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Prevalence of Dental Disease in the US

Dental problems are extremely inconvenient, difficult to manage, and expensive to treat. This is why people do not choose to pay attention to their dental health, which worsens the infection. The Department of Adult Oral Health estimates that nearly half of the US adults (above 30 years of age) experience gum diseases. These problems include gingivitis, caries, periodontitis, broken teeth, and sometimes, oral cancer. While many treatable, some may cost a fortune to recover completely, which pushes back to the ‘prevention’ part.

How to prevent dental issues? The answer to this question is more elaborative than it may sound. According to the survey by National health Interview, people over 18 years of age had at least one dental visit in 2019, which makes 64.9% of US adults seeking dentist’s help. This situation appears to be very much avoidable only if a person knows how to prevent teeth and gum diseases in the first place.

How to Avoid Periodontal Diseases?

Periodontal diseases, commonly known as gum diseases, are caused by excessive bacterial growth in the mouth, making plaque. This plaque is a colorless film-like structure that is accumulated between teeth as well as gums, providing the site for bacteria to grow up. Once the bacteria start to live here, the surrounding gums swell, giving a person infuriating pain.

At this point, if it is left untreated, the infection slowly penetrates and starts to deteriorate the dental root. Eventually, the tooth is lost, and the gum recedes. Unfortunately, the problem doesn’t stop here. According to the latest research, untreated gum disease often causes associated conditions such as heart problems, diabetes, hypertension, etc.  

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Steel Bite Pro Review

Steel Bite Pro is a herbal dietary formula that is designed to improve oral health. According to the information on its official website, it reduces the risk of gum diseases, tooth loss, and related health conditions. While it sounds believable, using a product without going through its details is not recommended. Fortunately, Steel Bite Pro is transparent about its ingredients, formulation, and dosage, leaving it all on the user to evaluate it.

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People behind Steel Bite Pro calls it a natural way to boost dental hygiene, inside out making sure that the oral microbiome remains intact. This natural balance of bacteria in the mouth is responsible for protecting from damage, tooth decay, and gum diseases.

Most of the ingredients inside Steel Bite Pro capsules are superfoods that help balance the beneficial and harmful bacteria inside human bodies. Many of them are scientifically proven for an anti-inflammatory and anti-microbial effect, which is why most of its users share satisfactory results after trying this supplement. More importantly, it is a US-made product, following the Good Manufacturing Practices (GMO) and premium packaging. But how to make sure that a dietary supplement can improve oral health?

How Does Steel Bite Pro Help?

The Steel Bite Pro ingredients are responsible for all the benefits associated with it. Although each of them has unique health benefits to offer, as a formula, it recreates the perfect balance microbiome, which is lost due to poor dietary habits.

These nutrients are the same as food-sourced nutrients, so the supplement calls itself a dietary formula. The busy lifestyle and irregular nutritional habits have cut down various essential nutrients from the diet, which is why taking dietary supplements is a normal thing today. However, the choice of supplement matters, for which going through the ingredients gives the best picture.

For Steel Bite Pro capsules, all ingredients fulfill the nutrient deficiency and reduce the chances of microbial invasion, inflammation, and tooth loss. The ingredients like berberine, beetroot, red raspberry, artichoke, alfalfa, milk thistle, and others act like a complete dental care formula, which a person may lack through the diet. Taking Steel Bite Pro daily and following some lifestyle changes ensures better dental health and lower dental disease risk.

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Master Story telling One Step After The Other For Business ( " INDIA Business Story " ) Digital Growth Strategist

 Master Story telling One Step After The Other

Humans have always told stories and they're a vital part of our daily communication, but the stories have meaning beyond entertainment value.

In fact, storytelling is a strong business skill and when implemented effectively, it can boost a business in a number of ways, such as improving customer loyalty, creating a strong marketing strategy, increasing profit and so on.

Telling a story is like painting a picture with words. While everyone can tell a story, certain people fine-tune their storytelling skills and become a storyteller on behalf of their organization, brand, or business.

You might’ve heard of these folks — we typically refer to them as marketers, content writers, or  professionals.

Every member of an organization can tell a story. But before we get into the how, let’s talk about why we tell stories — as a society, culture, and economy.

Why Do We Tell Stories?

There are a variety of reasons to tell stories — to sell, entertain, educate or brag.

We’ll talk about that below. Right now, I want to discuss why we choose storytelling over, say, a data-driven powerpoint or bulleted list. Why are stories our go-to way of sharing, explaining, and selling information?

Here’s why.

Stories Solidify Abstract Concepts and Simplify Complex Messages

We’ve all experienced confusion when trying to understand a new idea.

Stories provide a way around that. Think about times when stories have helped you better understand a concept … perhaps a teacher used a real-life example to explain a math problem, a preacher illustrated a situation during a sermon, or a speaker used a case study to convey complex data.

Stories help solidify abstract concepts and simplify complex messages.

Taking a lofty, non-tangible concept and relating it using concrete ideas is one of the biggest strengths of storytelling in business.

Take Apple, for example. Computers and smartphones are a pretty complicated topic to describe to your typical consumer. Using real-life stories, they’ve been able to describe exactly how their products benefit users … instead of relying on technical jargon that very few customers would understand.

Stories Bring People Together

Like I said above, stories are a universal language of sorts.

We all understand the story of the hero, of the underdog, or of heartbreak. We all process emotions and can share feelings of elation, hope, despair, and anger. Sharing in a story gives even the most diverse people a sense of commonality and community.

In a world divided by a multitude of things, stories bring people together and create a sense of community. Despite our language, religion, political preferences, or ethnicity, stories connect us through the way we feel and respond to them … Stories make us human.

Dove is a great example of this. By sharing stories of both customers and the people they serve through customer purchases, Dove has effectively created a movement that has not only increased sales but also built a community.

Stories Inspire and Motivate

Stories make us human, and the same goes for brands.

When brands get transparent and authentic, it brings them down-to-earth and helps consumers connect with them and the people behind them.

Tapping into people’s emotions and baring both the good and bad is how stories inspire and motivate … and eventually, drive action. Stories also foster brand loyalty.

Creating a narrative around your brand or product not only humanizes it but also inherently markets your business.

Few brands use inspiration as a selling tactic, but KFC does it well. By sharing the real story of their founder and now using it to brand their products, KFC not only makes the brand relatable and worth purchasing, but it also inspires other founders and business owners.

The Secret ingredients That Makeup a Great Story

Words like “good” and “bad” are relative to user opinion. But there are a few non-negotiable components that make for a great storytelling experience, for both the reader and teller.

Good stories are …

Entertaining. Good stories keep the reader engaged and interested in what’s coming next.
Educational. Good stories spark curiosity and add to the reader’s knowledge bank.
Universal. Good stories are relatable to all readers and tap into emotions and experiences that most people undergo.
Organized. Good stories follow a succinct organization that helps convey the core message and helps readers absorb it.
Memorable. Whether through inspiration, scandal, or humor, good stories stick in the reader’s mind.
The Storytelling Process

The age-long debate that whether Storytelling is an Art or Science drives some people crazy.

Let’s keep the debate to them.

As far as my experience goes, storytelling requires creativity, vision, and skill. It also requires practice. Enter: The storytelling process.

Painters, sculptors, sketch artists, and potters all follow their own creative process when producing their art. It helps them know where to start, how to develop their vision, and how to perfect their practice over time. The same goes for storytelling … especially for businesses writing stories.

Why is this process important? Because, as an organization or brand, you likely have a ton of facts, figures, and messages to get across in one succinct story.

How do you know where to begin?

Well, start with the first step. You’ll know where to go (and how to get there) after that. 

1. Know your audience

Who wants to hear your story?

Who will benefit and respond to the strongest?

in order to create a compelling story, you need to understand your readers and who will respond and take action.

Before you put a pen to paper (or cursor to a word processor), do some research on your target market and define your buyer persona(s). This process will get you acquainted with who might be reading, viewing, or listening to your story. It will also provide crucial direction for the next few steps as you build out the foundation of your story.

2. Don’t let your core message to get overshadowed by the story

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Whether your story is one page or twenty, ten minutes or sixty, it should have a core message. Like the foundation of a home, it must be established before moving forward.

Is your story selling a product or raising funds? Explaining a service or advocating for an issue? What is the point of your story? To help define this, try to summarize your story in six to ten words. If you can’t do that, you don’t have a core message.

3. Decide what kind of story you’re telling

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Not all stories are created equal. To determine what kind of story you’re telling, figure out how you want your audience to feel or react as they read.

This will help you determine how you’re going to weave your story and what objective you’re pursuing. If your objective is to …

... incite action, your story should describe how a successful action was completed in the past and explain how readers might be able to implement the same kind of change. Avoid excessive, exaggerated detail. This type of storytelling is used mostly by brands to persuade the customer.

… tell people about you, tell a story that features genuine, humanizing struggles, failures, and wins. Today’s consumer appreciates and connects to brands that market with authenticity and storytelling is no exception.

… convey values, tell a story that taps into familiar emotions, characters, and situations so that readers can understand how the story applies to their own life. This is especially important when discussing values that some people might not agree with or understand.

… foster community or collaboration, tell a story that moves readers to discuss and share your story with others. Use a situation or experience that others can relate to and say, “Me, too!” Keep situations and characters neutral to attract the widest variety of readers.

… impart knowledge or educate, tell a story that features a trial-and-error experience, so that readers can learn about a problem and how a solution was discovered and applied. Discuss other alternative solutions, too.

4. Establish your call-to-action

Your objective and call-to-action are similar, but your call-to-action will establish the action you’d like your audience to take after reading.

What exactly do you want your readers to do after reading? Do you want them to donate money, subscribe to a newsletter, take a course, or buy a product? Outline this alongside your objective to make sure they line up.

For example, if your objective is to foster community or collaboration, your call-to-action might be to “Tap the share button below.”

5. Choose your story medium

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Stories can take many shapes and forms. Some stories are read, some are watched, and others are listened to. Your chosen story medium depends on your type of story as well as resources, like time and money.

Here are the different ways you can tell your story.

A written story is told through articles, blog posts, or books. These are mostly text and may include some images. Written stories are by far the most affordable, attainable method of storytelling as it just requires a free word processor like Google Docs … or a pen and paper.

A spoken story is told in person, like a presentation, pitch, or panel. TED talks are considered spoken stories. Because of their “live”, unedited nature, spoken stories typically require more practice and skill to convey messages and elicit emotions in others.

An Audiovisual story is spoken aloud but recorded — that’s what sets it apart from the spoken story. Audiovisual stories are usually in podcasts or videos form, and with today’s technology, creating these stories is more affordable than ever.

6. Start writing

Now it’s time to put pen to paper and start crafting your story.

With your core message, audience objective, and call-to-action already established, this step is simply about adding detail and creative flair to your story. Read more about our storytelling formula to help you with this step.

7. Share your story

Don’t forget to share and promote your story!

Like with any piece of content, creating it is only half the battle — sharing it is the other.

Depending on your chosen medium, you should definitely share your story on social media and email.

In addition, written stories can be promoted on your blog, Medium, or guest posting on other publications. Digital stories can be shared on YouTube and Vimeo.

While spoken stories are best conveyed in person, consider recording a live performance to share later.

The more places you share your story, the more engagement you can expect from your audience.


One of my favorite ways to develop a compelling story is to use “The Story Spine” formula created by professional playwright and improviser Kenn Adams.

Pixar has used this story structure to create so many films we know and love today.

It goes:

Once upon a time, there was [blank]. Every day, [blank]. One day [blank]. Because of that, [blank]. Until finally [bank].

The Story Spine — Emma Coats

Give the Story Spine a shot to help develop a truly unique story to tell.

In Conclusion

Today, it's difficult to find a successful brand that does not have a good story behind it.

Stories provide meaning, create context and evoke a sense of purpose.

Most humans are more receptive to stories than compared to facts or data as stories help us relate, empathise and remember. This is why more businesses are increasingly recognizing the importance of storytelling.

YouTube monetization big update for new channel - YouTube monetization policies.

 YouTube monetization big update for new channel - YouTube  monetization policies.

These new terms will be effective in countries outside of the United States in mid-year 2021.

We periodically update our Terms of Service to make sure they are clear, easy to understand and meet the needs of our partners, advertisers and viewers. Starting today, we’re rolling out an updated Terms of Service in the United States. These new terms will be effective in countries outside of the United States in mid-year 2021. Please read through the updated terms carefully, they include the following changes.

First, our Terms of Service already expressly state that you are not allowed to “collect or harvest any information that might identify a person (for example, usernames), unless permitted by that person.” This has always included facial recognition data, and with today’s updated Terms of Service, we are making that explicitly clear.

Second, ads can now appear on videos from channels not in the YouTube Partner Program (YPP), and we will begin gradually placing ads on brand safe videos. This is part of our ongoing investments in new solutions, like Home Feed ads, that help advertisers responsibly tap into the full scale of YouTube to connect with their audiences and grow their businesses. Advertisers will continue to have full access to our brand suitability controls. Over the past three years, we improved our ability to identify appropriate placements for advertisers, in part by working closely with our advertising partners and industry organizations. Because these channels are not in YPP, there is no creator revenue share, but creators can still apply to YPP once they hit the eligibility criteria, which remains the same.

Finally, for U.S. creators in YPP, our updated Terms state that any revenue payments from YouTube will now be treated as royalties from a U.S. tax perspective, and that Google will withhold taxes from these payments if it is required by law. U.S. creators will generally be unaffected by these withholding taxes as long as they provide valid tax documentation in Adsense. For creators outside of the U.S., we will provide more details in 2021 as the terms become available in their countries.

You can view the previous Terms of Service and how it compares with this update in our help forum.

ये नए शब्द वर्ष 2021 के मध्य में संयुक्त राज्य अमेरिका के बाहर के देशों में प्रभावी होंगे।

हम समय-समय पर हमारी सेवा की शर्तों को अपडेट करते हैं, यह सुनिश्चित करने के लिए कि वे स्पष्ट हैं, हमारे भागीदारों, विज्ञापनदाताओं और दर्शकों की जरूरतों को समझना और पूरा करना आसान है। आज से, हम संयुक्त राज्य में सेवा की अद्यतन शर्तों को पूरा कर रहे हैं। ये नए शब्द वर्ष 2021 के मध्य में संयुक्त राज्य अमेरिका के बाहर के देशों में प्रभावी होंगे। कृपया अद्यतन शर्तों को ध्यान से पढ़ें, उनमें निम्नलिखित परिवर्तन शामिल हैं।

सबसे पहले, हमारी सेवा की शर्तें पहले से ही स्पष्ट रूप से बताती हैं कि आपको "किसी भी व्यक्ति को पहचानने या कटाई करने की अनुमति नहीं है, जो किसी व्यक्ति की पहचान कर सकता है (उदाहरण के लिए, उपयोगकर्ता नाम), जब तक कि उस व्यक्ति द्वारा अनुमति नहीं दी जाती है।" इसमें हमेशा फेशियल रिकग्निशन डेटा शामिल होता है, और आज की सेवा की अद्यतन शर्तों के साथ, हम स्पष्ट रूप से स्पष्ट कर रहे हैं।

दूसरा, विज्ञापन अब YouTube पार्टनर प्रोग्राम (YPP) में नहीं चैनलों से वीडियो पर दिखाई दे सकते हैं, और हम धीरे-धीरे ब्रांड के वीडियो पर विज्ञापन देना शुरू करेंगे। यह होम फ़ीड विज्ञापनों की तरह नए समाधानों में हमारे चल रहे निवेश का हिस्सा है, जो विज्ञापनदाताओं को अपने दर्शकों से जुड़ने और उनके व्यवसाय को बढ़ाने के लिए जिम्मेदारी से YouTube के पूर्ण पैमाने पर टैप करने में मदद करते हैं। विज्ञापनदाता हमारे ब्रांड की उपयुक्तता नियंत्रणों तक पूरी पहुंच बनाए रखेंगे। पिछले तीन वर्षों में, हमने अपने विज्ञापन भागीदारों और उद्योग संगठनों के साथ मिलकर काम करके, विज्ञापनदाताओं के लिए उपयुक्त प्लेसमेंट की पहचान करने की क्षमता में सुधार किया है। चूँकि ये चैनल YPP में नहीं हैं, इसलिए कोई रचनाकार राजस्व का हिस्सा नहीं है, लेकिन पात्रता मानदंड को हिट करने के बाद भी निर्माता YPP पर लागू कर सकते हैं, जो समान रहता है।

अंत में, YPP में अमेरिकी रचनाकारों के लिए, हमारे अपडेट की गई शर्तें बताती हैं कि YouTube के किसी भी राजस्व भुगतान को अब U.S. कर परिप्रेक्ष्य से रॉयल्टी के रूप में माना जाएगा, और यदि कानून द्वारा आवश्यक हो तो Google इन भुगतानों से करों को रोक देगा। जब तक वे Adsense में वैध कर प्रलेखन प्रदान करते हैं, तब तक अमेरिकी रचनाकार इन रोक वाले करों से अप्रभावित रहेंगे। अमेरिका के बाहर के रचनाकारों के लिए, हम 2021 में और अधिक विवरण प्रदान करेंगे, क्योंकि उनके देशों में उपलब्ध शर्तें उपलब्ध हैं।

आप सेवा की पिछली शर्तों को देख सकते हैं और हमारे अपडेट फोरम में इस अपडेट के साथ इसकी तुलना कैसे कर सकते हैं।

ये नए शब्द वर्ष 2021 के मध्य में संयुक्त राज्य अमेरिका के बाहर के देशों में प्रभावी होंगे।