6 Stats to Keep Your Marketing Sharp in 2020

When it comes to best practices, the marketing world rarely experiences dramatic shifts. But every year, there are a handful of new insights we can use to better reach and engage our audiences. As you roll out your plans for this year, here are six stats to keep your marketing [...]

2020-01-16T17:25:43+00:00

What Is a Buyer Persona—and Why Do You Need One?

Who’s your audience? Who are the people you want to talk to? Who buys your products, uses your services, or supports your mission? Most organizations have a broad understanding of who these people are. But with buyer personas, you can hone in on the specific groups of people you’re trying [...]

2019-12-05T18:43:10+00:00

Why You Need to Grow Your Own Audience

The herculean task for any online organization or retailer is to create an audience out of the millions of everyday Internet users. Digital marketers do that through content marketing, advertising, search engine optimization (SEO), or social media. Growing an audience requires a lot of work, attention, and recalibration. And you [...]

2019-11-14T19:45:20+00:00

Is Print Advertising Still Worth It?

It's easy to track sales from digital ads. There's no mystery about your return-on-investment (ROI). And if an ad campaign doesn't produce the results you're expecting, there are lots of ways you can optimize it. Print ads don't work like that. You can create unique URLs and special landing pages, [...]

2019-11-07T17:21:55+00:00

How to Define Your Brand Message

Sometimes having a clear, well-defined brand message makes a bigger impact on sales than the price or even the quality of your products. Donald Miller puts it this way: “People don't buy the best products and services. They buy the ones they can understand the fastest.” With any given ad, [...]

2019-10-24T18:08:47+00:00

4 Ways to Get the Right Traffic

A good sales funnel runs like a well-oiled machine. Leads go in, and customers come out. At the top of your funnel (TOFU), eye-catching content makes people aware of your brand. Mid-funnel (MOFU), your lead nurture campaigns help your audience develop a relationship with you and see your brand as [...]

2019-10-17T16:34:25+00:00

Why Leads Don’t Behave Like Customers

Imagine you matched with someone on an online dating site, and their first message to you said, “Will you marry me?” Ridiculous, right? But many brands do this to their website visitors and new leads all the time. They make a sales pitch before their audience gets to know their [...]

2019-10-10T16:12:53+00:00

How to Win at Holiday Emails This Year

With fall just getting into swing, it might feel like you still have plenty of time to prepare for holiday sales and special promotions. But if you plan on increasing sales with holiday offers this year, you actually need to start preparing right now. Plenty of consumers make last-minute purchases [...]

2019-09-26T15:55:22+00:00

What Happens in 60 Seconds on the Internet?

In 1995, Newsweek ran an article claiming that all the hubbub about the Internet was overblown. It’s online communities couldn’t possibly replicate the benefits of face-to-face interactions, so “this trendy and oversold community” would never last. The author claimed online stores were overblown and that “my local mall does more [...]

2019-09-19T16:33:04+00:00