Optimization is about ensuring you’re getting the best possible result for the least amount of money, and it’s an essential part of digital advertising. It can make the difference between a campaign that costs you money and one that makes you money. And whatever your goals are, it’s hard to [...]
If nobody reads your emails, writing them is a waste of time. Who’s even seeing your marketing, let alone clicking through and taking the actions you want them to take? For some organizations, low open rates create a self-fulfilling prophecy: their email list isn’t performing well, so they don’t put [...]
When you send an email promoting your product or services, how many people does it go to? How many views does your average blog post get? What about social media? Your YouTube channel? If no one’s listening, it’s a lot harder to justify putting in the work to create great [...]
You’ve heard it before. Always. Be. Closing. The ABCs of sales teaches your salespeople to stay on the lookout for opportunities, but this mentality also values short-term gains over long-term success. Your organization has a relationship with every lead you capture. When you seize every opportunity to ask for the [...]
Content marketing is one of those ubiquitous buzzwords that’s infiltrated just about every industry, company, and marketing team. Ask someone what it is, though, and they’ll probably stumble through a lengthy, convoluted explanation. Basically, it’s the art and science of making free helpful stuff, and using that free helpful stuff [...]
Every organization should be able to explain what they do in a single sentence. It’s tempting to think your company solves too many problems or has too many facets to be reduced to something so simple. But your audience needs you to make it simple. The more complicated your offer is, [...]
We’ve all seen someone rely on a huge assumption to push their idea forward. If I’m honest, I’ve done it myself plenty of times. Without an A/B test to prove which ideas actually produce better results, organizations often pursue ideas based on who champions them. A/B testing gives marketing teams [...]
You have an overwhelming number of advertising options. So how do you ensure that you’re connecting with the best possible audience in the best possible ways? Today’s digital advertising heavily emphasizes the power of data—which is important, because it helps you connect with the right people and produce the most [...]
Low conversion rates could mean your landing page is poorly designed. Or that your pitch could use some work. Or that you’re not targeting the best audience. But sometimes it has nothing to do with the quality of your design or the clarity of your copy. Many landing pages don’t [...]
Your audience is already drowning in videos, images, ads, and posts. You can’t just throw content online and hope for the best. Every minute, YouTube users upload hundreds of hours of video. Twitter users generate more than 300,000 tweets. And in 2017, more than 4,000 apps were added to the [...]