In today’s digital landscape, marketing has evolved from a supplementary aspect to a fundamental necessity for law firms and legal practices. With traditional methods proving insufficient to stand out in a fiercely competitive industry, innovative strategies are imperative. Enter data analytics – a game-changer for law firm marketing.

The Role of Data Analytics in Law Firm Marketing

Data analytics involves deciphering vast sets of data to extract actionable insights and make informed decisions. In the realm of law firm marketing, it unveils invaluable information about client behavior, preferences, and trends. Armed with these insights, law firms can tailor their marketing strategies to precisely target their audience and enhance overall business performance.

Benefits of Utilizing Data Analytics in Law Firm Marketing

The advantages of integrating data analytics into law firm marketing are manifold. Firstly, it fosters a profound understanding of client needs and preferences. By analyzing client behavior, law firms can discern patterns and trends, enabling them to craft targeted campaigns that resonate with their audience, resulting in higher conversion rates and enhanced client satisfaction.

Secondly, data analytics aids in optimizing marketing budgets. By scrutinizing the ROI of various channels and campaigns, law firms can allocate resources more efficiently, ensuring that marketing endeavors are focused on avenues that yield optimal results, thus maximizing ROI.

Lastly, real-time measurement of marketing campaign effectiveness becomes feasible through data analytics. Monitoring KPIs like website traffic, conversion rates, and client engagement empowers law firms to swiftly identify areas for enhancement and implement data-driven adjustments to their strategies.

Key Data Analytics Techniques for Law Firm Marketing

Several pivotal data analytics techniques can elevate law firm marketing efforts. Predictive analytics, for instance, leverages historical data to forecast future client behavior, enabling law firms to anticipate needs and provide personalized experiences, thereby fostering client satisfaction and loyalty.

Sentiment analysis is another crucial technique that involves assessing client sentiment via social media posts and online reviews. By gauging sentiment, law firms can pinpoint areas for improvement and promptly address negative feedback, fortifying their reputation and client relationships.

Moreover, data visualization techniques aid in presenting complex data in a visually compelling manner, facilitating trend identification and informed decision-making.

Implementing a Data-Driven Marketing Strategy for Law Firms

Implementing a data-driven marketing strategy necessitates meticulous planning and execution. Clear objectives must be defined, and key metrics identified to gauge success. Subsequently, relevant data from diverse sources such as website analytics and client surveys should be collected, cleaned, and organized for analysis.

Upon analysis, insights gleaned can inform the development of targeted marketing campaigns aligned with client needs and preferences. Continuous monitoring and optimization of campaigns based on real-time data ensure maximum effectiveness, with regular reporting and analysis being vital for measuring success and identifying areas for enhancement.

Challenges and Considerations for Law Firm Marketing with Data Analytics

While data analytics presents myriad benefits, challenges such as data privacy and security must be addressed. Adherence to stringent data protection regulations and the acquisition of skilled professionals adept at data analysis are imperative. Additionally, the cost of data analytics tools and resources must be factored in.

The Future of Law Firm Marketing: Predictive Analytics and AI

Looking ahead, predictive analytics and AI hold immense promise for law firm marketing. Predictive analytics enables firms to anticipate client needs, while AI-powered chatbots streamline client interactions. Automation of routine tasks frees up time for strategic planning, ensuring law firms stay ahead of the competition.

Tools and Resources for Data Analytics in Law Firm Marketing

A plethora of tools and resources exists to aid law firms in leveraging data analytics for marketing. Google Analytics provides insights into website traffic and user behavior, while social media listening tools like Hootsuite facilitate sentiment analysis. CRM systems like Salesforce assist in lead management and marketing automation.

Embracing the Potential of Data Analytics in Law Firm Marketing

Data analytics is reshaping law firm marketing paradigms. By harnessing its potential, law firms can glean invaluable insights, optimize marketing efforts, and deliver personalized experiences, propelling them to the forefront of the industry. While challenges exist, the benefits are undeniable. The future of law firm marketing lies in embracing data analytics, predictive analytics, and AI. For tailored digital marketing strategies tailored for law firms and legal practices, reach out to ATX the Brand today.

The ability to reach a broad audience with personalized messages has made email marketing a highly effective means of engaging patients, promoting services, and driving results. In this comprehensive guide, we delve into the significance of email marketing in the healthcare industry and provide invaluable insights on how to construct and optimize email marketing campaigns for maximum impact.

The Significance of Email Marketing in Healthcare

Email marketing plays a pivotal role in the healthcare sector by facilitating direct communication between healthcare providers and patients. It serves as a platform for disseminating crucial updates, appointment reminders, and educational content, catering to the evolving preferences for digital communication among patients.

Among its myriad benefits, one of the standout features of email marketing is its cost-effectiveness in reaching a large audience. By cultivating an email list comprising current and prospective patients, healthcare organizations can deliver targeted messages tailored to specific segments, thereby enhancing patient engagement and bolstering revenue through service promotion and improved patient retention.

Crafting Effective Email Marketing Campaigns for Healthcare

Embarking on a successful email marketing campaign necessitates meticulous planning and execution. Here’s a breakdown of the essential steps to construct impactful email marketing campaigns for your healthcare organization:

1. Define Your Goals and Target Audience: Establish clear objectives and identify your target audience to tailor campaigns for optimal outcomes. Whether it’s promoting services, increasing appointment bookings, or educating patients, aligning your goals with your audience’s needs is paramount.
2. Grow Your Email List: Cultivate an engaged email list by collecting addresses from existing patients, offering valuable content incentives, and leveraging social media and online advertising to attract new subscribers. Prioritize permission-based subscriptions and seamless opt-out mechanisms to uphold ethical email marketing practices.
3. Create Engaging Content: The cornerstone of any successful email marketing endeavor lies in crafting compelling content that adds value to recipients’ lives. Whether disseminating educational articles, health tips, or promotional offers, ensure that your content is relevant, engaging, and easily digestible.

Crafting Compelling Subject Lines and Email Content

The efficacy of an email marketing campaign hinges on captivating subject lines and engaging content. Here are some strategies to enhance the allure of your emails:

1. Keep it Short and Concise: With inbox inundation being the norm, brevity is key to capturing recipients’ attention. Limit subject lines to under 50 characters for optimal mobile visibility and structure email content for easy scanning and comprehension.
2. Personalize Your Messages: Foster rapport with recipients by incorporating personalization elements such as addressing them by their first name and deploying segmentation to deliver tailored content reflective of their preferences and demographics.
3. A/B Test Your Emails: Harness the power of A/B testing to optimize campaign performance by experimenting with different subject lines, content variations, and call-to-action buttons. Analyze results to refine future campaigns and bolster overall efficacy.

Personalization and Segmentation in Healthcare Email Marketing

Personalization and segmentation constitute potent tools for amplifying the impact of healthcare email marketing campaigns. Here’s how to leverage these strategies effectively:

1. Segment Your Email List: Divide your email list into distinct groups based on demographics, health conditions, or other pertinent criteria to deliver targeted messages tailored to each segment’s interests and needs.
2. Use Dynamic Content: Customize email content based on recipient profiles or preferences to deliver a personalized and engaging experience. Incorporate personalized recommendations and dynamic elements to foster deeper engagement.
3. Automate Your Email Campaigns: Streamline campaign management with automation, enabling the delivery of personalized emails triggered by specific actions or events. Automation not only saves time but also ensures timely and relevant communication with recipients.

Examples of Successful Healthcare Email Marketing Campaigns

To glean inspiration for your healthcare email marketing endeavors, consider these successful campaign examples:

1. Health Education Emails: Dispense valuable health-related information through regular newsletters or articles, positioning your organization as a trusted source of knowledge and fortifying patient relationships.
2. Appointment Reminders and Follow-ups: Mitigate no-show rates and enhance patient satisfaction with automated appointment reminders and personalized follow-up emails, underscoring your commitment to patient care.
3. Promotional Offers and Discounts: Drive revenue and attract new patients with targeted promotional emails showcasing enticing offers and discounts on services or treatments.

Choosing the Right Email Marketing Platform for Healthcare

Selecting the appropriate email marketing platform is instrumental in executing successful campaigns. Here are key considerations when evaluating platforms:

1. Ease of Use: Opt for an intuitive platform equipped with drag-and-drop editors and pre-designed templates for seamless email creation and management.
2. Segmentation and Personalization Capabilities: Prioritize platforms offering robust segmentation and personalization features to deliver targeted, relevant content to recipients.
3. Automation and Integration Options: Choose a platform that supports automation and integrates seamlessly with other systems such as CRM software or EHR systems for streamlined workflows and consistent data management.

Top Email Marketing Companies for Healthcare

Several reputable companies specialize in email marketing solutions tailored to the healthcare industry:

1. ATX the Brand: Renowned for personalized healthcare marketing strategies, ATX the Brand offers comprehensive solutions tailored to the unique needs and challenges of healthcare organizations.
2. Mailchimp: With its user-friendly interface and robust automation capabilities, Mailchimp is a versatile platform suitable for healthcare organizations of all sizes.
3. Constant Contact: Known for its simplicity and customizable templates, Constant Contact provides an intuitive platform ideal for healthcare organizations seeking hassle-free email marketing solutions.

Measurement and Analytics in Healthcare Email Marketing

To optimize campaign performance, leverage measurement and analytics tools to track key metrics such as open rate, click-through rate, and conversion rate. Analyze data to glean insights and refine strategies accordingly.

Best Practices for Optimizing Healthcare Email Marketing Campaigns

Maximize the impact of your email marketing campaigns with these best practices:

1. Test, Test, Test: Continuously A/B test different elements to refine campaign strategies and maximize engagement.
2. Maintain Consistency: Uphold brand consistency across all communications to foster recognition and trust among recipients.
3. Monitor and Analyze: Regularly assess campaign performance and iterate strategies based on data-driven insights to drive continual improvement.

Email marketing stands as a potent tool for healthcare organizations seeking to engage patients, promote services, and drive tangible results. By adhering to best practices, leveraging personalization strategies, and selecting the right email marketing platform, healthcare providers can unlock the full potential of email marketing to foster stronger patient relationships and achieve organizational objectives. For tailored email marketing strategies designed to elevate your healthcare marketing efforts, reach out to ATX the Brand today.

While traditional advertising methods like billboards and commercials still have their place, the digital age has brought about new avenues for reaching potential clients. One such avenue is earned media – the invaluable word-of-mouth endorsements and content created by satisfied clients and influencers. In this guide, we’ll explore how law firms can harness the power of testimonials and content creators to bolster their marketing efforts.

The Power of Testimonials

Testimonials serve as powerful social proof, offering potential clients insight into the experiences of others who have utilized your legal services. Unlike traditional advertising, testimonials come from real people with real stories, lending credibility and authenticity to your firm’s brand. Here’s how to effectively leverage testimonials in your law firm marketing strategy:

1. Collect Authentic Testimonials:
   Reach out to satisfied clients and request their feedback. Encourage them to share detailed accounts of their experiences, highlighting the specific ways your firm helped them achieve their legal goals.
2. Feature Testimonials Strategically:
   Incorporate testimonials into your website, marketing materials, and social media channels. Consider creating dedicated testimonial pages or featuring them prominently on your homepage to ensure maximum visibility.
3. Diversify Testimonial Formats:
   While written testimonials are valuable, consider diversifying the formats to include video testimonials, audio recordings, or case study-style testimonials. Different formats resonate with different audiences, so offer a variety to appeal to a broader demographic.
4. Obtain Permission and Maintain Transparency:
   Always obtain explicit permission from clients before using their testimonials for marketing purposes. Additionally, ensure transparency by clearly indicating whether testimonials were provided voluntarily or as part of a promotional campaign.
5. Respond and Engage:
   Actively engage with clients who provide testimonials by thanking them publicly and responding to their feedback. This not only strengthens your relationship with existing clients but also encourages further engagement from potential clients.

Harnessing the Influence of Content Creators

In today’s digital age, content creators wield significant influence over consumer behavior. From bloggers and vloggers to social media influencers, these individuals have built dedicated followings based on trust and authenticity. Collaborating with content creators can provide law firms with access to new audiences and enhance their credibility. Here’s how to effectively collaborate with content creators for law firm marketing:

1. Identify Relevant Content Creators:
   Research content creators within your niche or industry whose values align with your firm’s brand. Look for individuals with a strong following and engaged audience who are likely to resonate with your message.
2. Reach Out with a Personalized Pitch:
   Craft personalized pitches that clearly articulate why you believe collaboration would be mutually beneficial. Highlight specific ways the content creator can add value to your marketing efforts, whether through sponsored content, guest blogging, or social media promotion.
3. Provide Value and Resources:
   Offer content creators valuable resources such as access to legal experts for interviews, exclusive insights into legal trends or case studies, or complimentary legal services in exchange for their promotional efforts.
4. Maintain Authenticity and Transparency:
   Encourage content creators to maintain authenticity by allowing them creative freedom in how they promote your firm. Disclose any sponsored partnerships transparently to maintain trust with their audience.
5. Track and Measure Results:
   Implement tracking mechanisms to measure the effectiveness of your collaborations with content creators. Monitor key metrics such as website traffic, lead generation, and social media engagement to gauge the impact of their promotional efforts.

Conclusion

Incorporating earned media strategies such as testimonials and content creator collaborations into your law firm marketing arsenal can yield significant dividends. By leveraging the power of real-life testimonials and the influence of content creators, you can enhance your firm’s credibility, expand your reach, and attract a steady stream of qualified leads. Remember to prioritize authenticity, transparency, and engagement in all your marketing endeavors, and watch as your firm thrives in the digital age.

In the competitive world of law firm marketing, earned media can be a game-changer. By harnessing the power of testimonials and collaborating with content creators, law firms can effectively differentiate themselves, build trust with potential clients, and ultimately achieve their marketing goals.

With consumers increasingly relying on the internet to find and hire service providers, mastering digital marketing has become essential for success in the home services industry. In this comprehensive guide, we’ll delve into five powerful digital marketing strategies tailored specifically for home services businesses, offering a roadmap to elevate your online presence and drive sustainable growth.

Why Digital Marketing Matters for Home Services Companies

Gone are the days when traditional marketing tactics like print ads and direct mailers reigned supreme. Today, consumers turn to search engines, online directories, and social media platforms to discover and engage with home service providers. As such, a robust digital marketing strategy is not just beneficial but imperative for home services businesses aiming to thrive in this digital age.

Digital marketing empowers home services companies to establish a compelling online presence, enhance brand visibility, and effectively engage their target audience. By leveraging digital channels, businesses can precisely target potential customers based on demographics, location, and interests, ensuring that their marketing efforts resonate with the right audience at the right time. Moreover, digital marketing provides measurable insights, enabling businesses to track the performance of their campaigns and refine their strategies for optimal results.

Key Digital Marketing Strategies for Home Services Businesses

1. Search Engine Optimization (SEO) for Home Services Companies
   Search Engine Optimization (SEO) lies at the heart of any successful digital marketing strategy. For home services businesses, SEO is instrumental in improving visibility on search engine results pages (SERPs), thereby driving organic traffic and generating qualified leads. By optimizing website content, meta tags, and backlink profiles, businesses can enhance their chances of appearing prominently when potential customers search for relevant services in their area. Conducting thorough keyword research and consistently monitoring website performance are essential components of an effective SEO strategy.
2. Pay-Per-Click (PPC) Advertising for Home Services Businesses
   PPC advertising offers home services businesses a cost-effective way to target potential customers and drive immediate results. With PPC campaigns, businesses only pay when users click on their ads, making it an efficient way to attract qualified leads. Conducting comprehensive keyword research and crafting compelling ad copy are crucial steps in maximizing the effectiveness of PPC campaigns. By continuously monitoring and optimizing their PPC efforts, home services businesses can maximize their return on investment (ROI) and achieve sustained growth.
3. Content Marketing for Home Services Companies
   Content marketing serves as a powerful tool for home services businesses to educate, engage, and build trust with their target audience. By creating and distributing valuable, relevant content, businesses can position themselves as industry experts and establish credibility among potential customers. From blog posts and how-to guides to videos and infographics, there are myriad ways to leverage content marketing to attract and retain customers. Consistency and quality are key, as businesses strive to deliver content that addresses the pain points and challenges faced by their audience.
4. Social Media Marketing for Home Services Businesses
   Social media platforms have emerged as indispensable channels for home services businesses to connect with their audience, build brand awareness, and drive engagement. By identifying the platforms frequented by their target audience and crafting engaging content tailored to each platform, businesses can expand their reach and foster meaningful relationships with customers. Leveraging features like targeted ads and analytics tools enables businesses to refine their social media strategy and achieve tangible results.
5. Local SEO for Home Services Companies
   For businesses serving a specific geographic area, local SEO is paramount in ensuring visibility in local search results. By optimizing their online presence and leveraging platforms like Google My Business, businesses can enhance their chances of appearing in local search queries. Encouraging customer reviews and building citations in local directories further reinforces a business’s credibility and authority within the community.

What to Expect When Working with a Digital Marketing Company

When partnering with a digital marketing company, home services businesses can expect tailored strategies designed to meet their unique needs and objectives. From initial consultations to ongoing optimization, digital marketing agencies work closely with businesses to develop and execute campaigns that drive tangible results. Services may include comprehensive SEO audits, targeted PPC campaigns, content creation, social media management, and more. By entrusting their digital marketing efforts to experienced professionals, home services businesses can focus on what they do best while reaping the benefits of a robust online presence.

Conclusion: Elevate Your Home Services Business with Digital Marketing

In today’s competitive landscape, digital marketing serves as a catalyst for success for home services businesses. By embracing key strategies such as SEO, PPC advertising, content marketing, social media marketing, and local SEO, businesses can unlock their full potential and achieve sustained growth. Whether you’re a plumbing company, electrical services provider, or home renovation contractor, mastering digital marketing is essential for staying ahead of the curve and reaching new heights of success in the digital age.

In today’s digital age, establishing a strong online presence is not just beneficial but essential for businesses across all industries, including law firms. With the majority of potential clients turning to the internet to find local services, leveraging tools like Google My Business can significantly enhance your firm’s visibility and ultimately attract more clients. In this comprehensive guide, we’ll explore the importance of Google My Business for law firms and provide actionable insights on how to optimize its use to maximize your online presence.

The Importance of Google My Business for Law Firms

In a world where Google is often the first point of contact between businesses and consumers, having a presence on Google My Business is paramount for law firms. This free and user-friendly platform offers law firms a dedicated space on Google Search and Maps, making it easier for potential clients to discover and connect with them. By creating and optimizing a Google My Business listing, law firms can enhance their visibility in local search results, increase their online credibility, and ultimately attract more clients.

Optimizing Your Google My Business Listing

To make the most out of Google My Business, it’s crucial to optimize your listing with accurate and up-to-date information. Start by claiming your listing and ensuring that all details, such as your firm’s name, address, phone number, and website, are correct. Utilize relevant categories that accurately represent your areas of practice and take advantage of the “Services” feature to highlight specific legal services you offer. By providing comprehensive and accurate information, you can improve your chances of appearing in relevant search results.

Furthermore, regularly updating your Google My Business listing with fresh and engaging content can help establish your firm as a trusted authority in your field. Whether it’s sharing informative articles, client success stories, or upcoming events, consistently providing valuable content can attract potential clients who are actively seeking legal advice.

Key Features of Google My Business for Law Firms

Google My Business offers several key features that law firms can leverage to enhance their online presence. One such feature is the ability to respond to customer reviews. Positive reviews can significantly influence potential clients’ decision-making process, while negative reviews can harm your firm’s reputation. By promptly and professionally responding to reviews, you can demonstrate your commitment to client satisfaction and address any concerns raised.

Another important feature is the inclusion of frequently asked questions (FAQs). Proactively addressing common inquiries potential clients may have can alleviate doubts or uncertainties and showcase your expertise.

How to Set Up a Google My Business Listing for Your Law Firm

Setting up a Google My Business listing for your law firm is a straightforward process. Simply visit the Google My Business website, sign in to your Google account, or create a new one if needed, and follow the step-by-step instructions to add your law firm’s information. Once verified, your listing will be live and accessible to potential clients searching for legal services in your area.

Leveraging Google My Business for Local SEO

Local search engine optimization (SEO) is crucial for law firms that primarily serve clients within a specific geographic area. Google My Business plays a vital role in local SEO by helping your firm rank higher in local search results. To optimize your listing for local SEO, ensure consistent NAP information across all online platforms and encourage positive reviews to boost your local search rankings.

Using Google My Business to Manage Online Reviews

Online reviews can make or break a law firm’s reputation. Google My Business provides an easy-to-use interface for managing and responding to customer reviews. Regularly monitor your reviews and promptly respond to both positive and negative feedback to demonstrate your commitment to client satisfaction.

Integrating Google My Business with Your Law Firm Website

Integrating your Google My Business listing with your law firm’s website can further enhance your online presence. Display your firm’s information prominently on your website, ensure consistency with your Google My Business listing, and consider embedding Google Maps for easy navigation.

Google Local Listing Ads for Law Firms

In addition to the free features offered by Google My Business, law firms can consider utilizing Google Local Listing Ads to increase their visibility. These ads allow you to promote your law firm’s listing above organic search results, increasing your chances of being noticed by potential clients.

Tracking and Measuring Success with Google My Business

Tracking and measuring the success of your efforts on Google My Business is crucial for refining your strategy. Utilize the insights and metrics provided through the Google My Business dashboard to monitor key performance indicators and make data-driven improvements.

Conclusion

In conclusion, Google My Business is a powerful tool that can significantly enhance the visibility of law firms in today’s digital landscape. By creating and optimizing a Google My Business listing, law firms can attract more clients, establish credibility, and stay ahead of the competition. Follow the best practices outlined in this guide, respond to reviews, and regularly update your content to maximize the benefits of this valuable platform. For custom digital marketing strategies tailored to your law firm’s needs, consider reaching out to a professional marketing agency for assistance.

In today’s fast-paced world, where convenience reigns supreme, businesses need to adapt to meet the ever-evolving needs of their customers. This rings especially true in the home services industry, where immediate assistance can mean the difference between a satisfied customer and a missed opportunity. Enter chatbots – the virtual assistants that are revolutionizing customer service and lead generation in the home services sector.

Introduction to Chatbots for Home Services

Chatbots are virtual assistants powered by artificial intelligence and natural language processing algorithms. They excel at providing instant customer support, answering queries, and even scheduling appointments – all without the need for human intervention. For home services businesses, implementing chatbots means ensuring that customers receive the assistance they need, whenever they need it.

The Benefits of Using Chatbots for Customer Service in Home Services

The advantages of incorporating chatbots into customer service operations in the home services industry are manifold. Firstly, chatbots offer round-the-clock support, being available 24/7 to cater to customer inquiries and support needs. This unparalleled accessibility enhances customer satisfaction and fosters trust with the audience. Moreover, chatbots are highly efficient, capable of handling multiple conversations simultaneously, thus ensuring that no customer is left waiting for a response.

How Chatbots Work and Examples in Home Services

Chatbots operate by analyzing customer messages and generating appropriate responses based on predefined rules or machine learning algorithms. In the home services industry, chatbots can assist with troubleshooting, providing instructions for minor repairs, scheduling appointments, and even remotely diagnosing problems. This level of automation not only saves time but also empowers customers to find solutions to their issues without delay.

Enhancing Customer Experience with Chatbots in Home Services

Customer experience is paramount in the home services industry, where customers often encounter stressful situations related to their homes. Chatbots can alleviate some of this stress by offering personalized recommendations, providing instant responses to frequently asked questions, and ensuring a seamless interaction experience.

Improving Lead Generation and Conversion Rates with Chatbots

Lead generation is crucial for business growth, and chatbots can play a pivotal role in capturing and converting leads. By engaging with customers in a conversational manner, chatbots can gather valuable information, qualify leads, and guide them through the sales funnel. This streamlined process increases the likelihood of converting leads into paying customers.

Implementing Chatbots for Customer Service in Home Services

Implementing chatbots for customer service in the home services industry requires careful planning and execution. Businesses need to define objectives, identify their target audience, choose the right platform, design a conversational flow, and continuously test and iterate to ensure optimal performance.

Best Practices for Designing and Deploying Chatbots for Home Services

Designing and deploying chatbots for home services requires attention to detail and adherence to best practices. Keeping the conversation simple, offering human fallback options, providing seamless handoffs, monitoring and analyzing performance metrics, and regularly updating content are essential for creating a successful chatbot.

The Future of Chatbots in Home Services

The future of chatbots in the home services industry is promising, with advancements in technology leading to more intelligent and capable virtual assistants. Integration with other technologies, such as smart home devices, will further enhance automation and convenience, revolutionizing the way customers interact with service providers.

In conclusion, chatbots are transforming customer service and lead generation in the home services industry, ensuring that businesses never miss a lead again. By embracing chatbot technology, home services companies can stay ahead of the curve and deliver exceptional experiences to their customers.

For custom digital transformation services tailored to home services companies, reach out to ATX the Brand today.