ESP
In my agency days, I once woke up at 5:00 am to meet a TV host at my client’s donut shop for a behind-the-scenes first look at their pumpkin-spiced lattes and donuts. (In Indiana, we love our donuts.) The TV coverage was great, but you know what made an even bigger impact? The Instagram stories the media personality shared. In the last five years, influencer marketing has come a long way from an experimental content-for-product swap to a full-fledged marketing tactic. Influence Marketing Hub estimates that the industry will total $24 billion by 2025, up from $1.7 billion in 2016. Instagram influencer marketing is one of the most popular ways to work with influencers, and I’ve compiled all the details you need to know to get started with any budget. With this guide, you won’t need to trek out at dawn to launch your campaign — you can do it
Summary Personalized and targeted email marketing campaigns are essential to drive conversions and maximize the value of every customer interaction. To personalize effectively, businesses need high-quality customer data. Brevo CDP offers a robust solution to unify, enrich, and sync customer data, empowering businesses to extract actionable insights and leverage smart segments to improve the customer journey. In this article, we’ll go over pre-defined segments based on CDP scores and explore retail scenarios to illustrate how Brevo CDP enhances email marketing conversion. Problem Improving your email marketing performance isn’t just about sending more emails. It’s about sending smarter campaigns. To achieve better conversion rates, marketers need to personalize their email marketing strategies with better targeting and optimized sending times. According to a McKinsey survey, personalization can boost ROI by 10-30% (as well as lower acquisition costs and improve revenue). Sending emails aligned perfectly to the customer journey not only provides a
Stuck staring at a blank page, wondering how to craft captivating email content? Then let artificial intelligence (AI) give you a helping hand. In this post, we’ll teach you how to write effective AI prompts for subject lines, email copy, and calls to action (CTAs) and provide a creative spark to your copywriting.
Marketers, can we be honest with each other for a second? On a scale of 1 to 10, how much do you really understand the world of paid advertising? Are you confident you can launch and maintain a successful PPC strategy? Although 55% of small businesses in the U.S. do some form of online advertising, pay-per-click (PPC) is still a concept that eludes many of us. As a marketer, PPC is a skill that you should have in your tool belt — or at least have a basic understanding of. In this guide, we’ll look at everything from the benefits of paid advertising to how to launch your campaign, complete with guidance from experts. Let’s get started. When done right, PPC can earn you quality leads. If you can create a seamless user journey (which you’ll learn how to do later in this piece), it could mean a massive ROI
Writing a cover letter can be daunting. I’ll never forget my college career coach, who made writing a cover letter look easy. Even with her tips, I’ve always found it incredibly difficult to talk about myself and hype up my accomplishments. While it acts as a letter of introduction, I’ve wondered if a cover letter is necessary in 2024. To find out, I spoke with two recruiters and gained insights on how to write the best cover letter for any job application. How important is a cover letter? Is a cover letter necessary? When to Skip a Cover Letter When to Include a Cover Letter Tips for Writing a Cover Letter What if the cover letter is optional? How important is a cover letter? Cover letters are short letters of introduction that you include with job applications. Typically, they are your chance to go into deeper details about your accomplishments
A while ago (as in 13 years ago) we created the first Website Grader. The goal was simple: help anyone with a website evaluate its effectiveness at attracting an audience of interested and relevant buyers. We founded HubSpot in 2006 and created Website Grader in 2008 because we believed that the inbound methodology — building meaningful, lasting relationships with prospects and customers — was not only a more effective way to grow a business, it was the right way to grow a business. And we knew how important it was for people to leverage their websites to attract visitors and connect with customers to grow. Fast forward to 2021, and websites do a whole lot more than attract visitors. Your website is a sales rep, providing prospects with the features and pricing of your offering. And helping them book a meeting to learn more. Your website is part of your
It’s no secret that more and more people are accessing the internet using their mobile devices in addition to or in place of desktop computers. In fact, there are almost 7 billion mobile users worldwide. (For reference, the world population is currently 7.8 billion. That’s a lot of mobile activity.) But what they’re doing on those mobile devices is even more compelling for marketers like us. 40% of consumers use their mobile device to conduct research prior to making an in-person purchase. More than half routinely make purchases using their smartphones, and 55% of shoppers make mobile purchases after finding products on social media. As a result, companies that have responsive websites generate more leads and maintain an increasing competitive advantage over companies that don’t. But what exactly is responsive website design, how does it work, and why should you make the switch? This guide sets out to answer those
The COVID-19 pandemic has sent businesses scrambling to pause plans, edit emails, and cancel campaigns. And while everybody seems to know what not to publish these days, many marketers are asking: what should we put out into a world in the throes of a crisis? It’s a conundrum facing countless creators across the globe. They’re wondering how to be empathetic without being disingenuous. How to offer value without seeming opportunistic. And how to be there for their audience without adding to the noise. These are important questions to ask at a time like this. Essential, in fact. But underpinning all of them is a much simpler question that gets to the very heart of what content marketing has always been about. A question that every creator staring at a blank canvas right now should be asking: how can we help? Because now, more than ever before, audiences are seeking help.
You’re out with friends, laughing, having a grand old time — when someone asks the group a total brainteaser: “Why don’t ‘B’ batteries exist?” You’re stumped. Your friends are stumped. You whip out your smartphone and type the question into the Google machine. And boom: Up pops a battery company’s blog post on the nationally uniform specifications for the size of battery cells. It’s exactly what you were looking for, you nerd. But here’s the thing: The content on the website is loading as if you’re looking at the site on the desktop. In other words, the font and pictures are really tiny, and you’re finding you have to zoom in and scroll back and forth to read and interact with the content. Now that’s an annoying user experience. This is an example of a viewport issue. What’s a Viewport? A website’s viewport controls the width of a webpage for the device a user is viewing it on. If you don’t configure
Designing your company website can be a challenging proposition. You’ve got to juggle the expectations of many stakeholders, and you can often hit obstacles that prevent new ideas from emerging. I was the design manager for a large company website for nearly six years, and during that time, I found myself losing perspective of what our target audiences really needed. Call it “tunnel vision.” When you work on the same website, it often helps to take a step back and think through new approaches. That’s the purpose of this blog post. What follows are some tips, tricks, shortcuts and general advice for creating great website design. Can you try any of these to take your web design to the next level? 1) Design in shades of gray, then add color If your web designer creates wireframes prior to visual designs, then you know the value of starting with shades of