HubSpot
At one of my first jobs out of college, my manager admitted that my professional growth “wasn’t a priority.” I knew I wasn’t in a leadership role that required succession planning, but the admission still stunned me. Without support for career development, I wound up leaving the company. This situation may seem dramatic, but it points to the importance of having a succession plan in place. Of course, senior leadership roles take precedence because these can create a larger vacuum if the position is left unfilled. But succession planning can (and should) extend to all leaders across a company. Developing a succession plan can set your company up for smooth transitions when leaders resign or accept a promotion. It can have a major impact on employee morale and can position your team to skillfully handle future business challenges. But you don’t want to wait until you absolutely need a successor.…
Think of all the content you create — the good, the bad, and the ones that take a scary amount of time. Now think of how you organize it. How do you keep track of how content is performing? Do you use those metrics to improve for future campaigns? If you’re missing this kind of organization for your company, consider investing in a content audit. They are an excellent planning resource and roadmap for future content creation, while organizing analytics so you can refer back to high-performing posts if needed. In this post, learn how you can perform one for your own business, and discover high-quality tools to help you streamline the process. Content Audit Goals Running a content audit for your website can prove to be beneficial for your traffic and improve the experience of your readers. First, content audits help you take note of the areas on your…
Have you ever heard people refer to themselves as “Apple people,” “Nike people,” or “Trader Joe’s” people? This is what brand awareness can do for a brand: embed itself into consumer lifestyles and purchase habits so that they don’t have to think twice before becoming a customer — time and time again. This guide will help you better understand brand awareness, establish it among your audience, and build campaigns that allow it to continually grow and change with your business. Let’s dive in. Brand awareness might seem like a vague concept, and in truth, it is. For those marketers and business owners out there who like to gauge success with neat and tidy numbers, brand awareness will likely ruffle your feathers. But just because it isn’t a metric that can be perfectly determined doesn’t mean it doesn’t carry value. Brand awareness is incredibly important for business success and overall marketing…
SEO. While this is a strategy we’ve been aware of for a while, did you know that 89% of marketers say SEO is successful? And since more than 50 percent of all website traffic comes from organic search and 93 percent of online experiences begin with a search engine, it’s not surprising. However, what do upmarket companies, with thousands of web pages and keywords, do when they’re in the maturation phase of implementing SEO? Instead of focusing on the small business and mid-market SEO strategies, they’ll need to begin focusing on enterprise SEO. In this post, let’s review what enterprise SEO is, what tools to use, and what it looks like in practice. What makes enterprise SEO different? The main difference between small business/mid-market SEO and enterprise SEO strategies is that the tactics for larger organizations need to be scalable for thousands of web pages. While a small business or…
As your business scales, your marketing team will grow and evolve too. While this growth is happening, it’s important to maintain reliable avenues for collaboration and communication on your marketing team. Otherwise, your business won’t be able to perform at the highest level. The good news is that marketing collaboration software can help with this. In this article, we’ll cover what marketing collaboration software is, why it’s important, and 20 of the best tools currently on the market. Marketing Collaboration Software Marketing collaboration software helps marketing teams maintain easy communication, manage projects and campaigns, prioritize tasks, establish schedules and editorial calendars, promote organization and productivity, and more. Why is marketing collaboration software important? No matter which industry your business is in, what size your team is, whether you’re in-office, remote, or a mix of both, marketing collaboration can help your team improve in a number of areas — all of…
What are some advertisements that live rent-free in your mind? As a millennial, ads that will always have a place in my heart include Britney Spears’ iconic run as a Pepsi spokesperson, the enduring”got milk?” campaign (which is ironic considering myself and many others now prefer non-dairy alternatives), and the classic iPod silhouettes. These ads were not only compelling, but they were also incredibly influential. As marketers, we know that if we want to persuade an audience, we need to evoke an emotional response from them. But how do you actually do that? Before we discuss how to refine your persuasive advertising strategy, let’s review what it is. Below, we’ll examine key persuasive advertising techniques you can use in your advertisements, examples you can reference if you ever need some inspiration and informative advertisement examples that are surprisingly just as compelling as the persuasive advertising examples. 1. The Carrot and…
Love learning about business and how some of today’s most successful entrepreneurs and companies are operating? Business podcasts serve as a great way to stay informed (and inspired) on the happenings. All you need is your smartphone and a pair of headphones to tune in to everything from one-on-one interviews with today’s top leaders to recaps of the day’s most pressing business news. So whether you’re a seasoned executive looking for something to listen to during your commute or just someone who’s always itching to learn something new, this list of the best business podcasts is for you. From Kai Ryssdals’ Marketplace to Tim Ferriss’ self-titled collection of wisdom, the following seven business podcasts will teach how to strategize, lead, and grow your business. 12 Best Business Podcasts 1. iDigress Podcast Troy Sandidge, host of iDigress Podcast, has a track record of generating over $100M for various business ventures. He’ll…
As marketers, we become experts in our target audiences. We know their typical demographic, what they like, the platforms they spend time on, and what they value in a product. But unlike sales reps — who talk to and learn from their biggest prospects each day — we don’t always know tiny, but crucial, details about the brands or people we most want to sell to. So, how do we bridge the gap to better help our sales teams sell to high-priority clients? The answer to this question could be account-based marketing (or ABM). While inbound marketing is vital for pulling general audiences and demographics to your site, service, or store, account-based marketing can help you to reel in prospects or qualified leads that are most likely to buy your product. To show you just how beneficial account-based marketing can be, while also informing you of the challenges it comes…