HubSpot
Running an ad campaign is no small feat. From narrowing down your target audience to designing your landing page, there are many pieces to the puzzle. Once you put in all that work, you want to make sure your ad is ready for bidding. Google Ads helps advertisers ensure their ad quality is high by assigning them a quality score. Not sure what that is? Let’s cover what a Quality Score is, how to see it in your account, and how to improve it for your next campaign. Google wants to match users to the most relevant ads because they only make money when users click the ad. So, if they consistently show low-quality ads, they won’t earn as much. To determine an advertiser’s Quality Score, Google looks at how other advertisers have performed in the last 90 days for the exact same keywords. If there isn’t enough data gathered…
We’re reminded daily about how change is coming, and to succeed in business, we must remain agile. That all makes sense in theory, but in practical application, to change how you operate or serve customers is no small feat. At IMPACT, we’ve gone through quite a bit of change, going from a small core team to a good-sized agency. After struggling to implement a change to our client onboarding process, we decided to take a step back and re-evaluate our approach to change management. Below, I’ll share with you the key change management models and tools we reviewed, and how you can avoid becoming another statistic. Why is change management important? A 2019 Gartner study revealed that most chief human resources officers are unhappy with the speed of change implementation in their organizations. Why is that? Well, 80% of companies manage change from the top-down, according to the study. With…
If you are running a business, odds are, you’ve already figured out your business model. It’s usually the first thing entrepreneurs build out, as it’s key to figuring out the value you’re bringing to the market and consumers. But what about your people, processes, systems, and technology? Those are all key components of your business that should be outlined in your operational model. Let’s dive into what an operational model is and how it compares to a business model, plus cover the steps to create one today. Many people confuse business models with operating models. However, they outline different things and serve different purposes. A business model outlines how a company captures and offers value through its products/services, value proposition, customer segments, key partners, etc. An operating model, on the other hand, lays out how a company will run in order to deliver that value. So, in simple terms, a…
Did you know LinkedIn has over 774 million users across the globe? This metric alone makes the platform one of the top social networks today. Is your business using LinkedIn to its fullest potential to improve brand awareness, build your network, boost leads and conversions, and increase revenue? With new social networks sprouting up constantly, LinkedIn is a platform that’s often underutilized. The truth is, LinkedIn can be a powerful addition to your social media content strategy. This guide is chock full of LinkedIn tips you can begin implementing immediately to help you learn how to use the platform to improve brand awareness, share your marketing content, and grow your business. When you use LinkedIn to market your business, you gain access to useful features related to analytics, connections, and brand-building, just to name a few. (Don’t worry, we’ll review all of these in-depth momentarily.) But first, here’s a quick…
Podcasting is here to stay. According to Insider Intelligence, there are over 117 million podcast listeners in the U.S. alone, a 10% increase from last year, and that figure is expected to rise. So why are so many people listening to podcasts? 74% of podcast listeners say they tune in to their favorite shows to learn new things. Podcasts offer knowledge and inspiration in an easy-to-digest format for a variety of topics. If sharpening your skills as a marketer is on your list of priorities, then tuning into marketing-focused podcasts can be a great way to prioritize your professional development. I asked members of the HubSpot content team what podcasts they like to learn the latest in marketing and entrepreneurship from. Here are their recommendations for the best podcasts covering digital, content, and affiliate marketing. Best Marketing Podcasts 1. The Shake Up Why Listen: The Shake Up is a weekly…
Back in 2007, a research firm estimated that the average person saw up to 5,000 ads a day. Fast forward to 2021, there’s no official number, but we can assume that number has probably doubled. I mean, you can’t stream a show or scroll on social media without being inundated with ads. On YouTube, in particular, we’ve come to expect at least one ad per video. The question is, which ads are consumers paying attention to? In this article, we’ll cover the top YouTube ads of the last two years and what made them so effective. Best YouTube Ads of 2021 and 2020 1. Amazon: “Alexa’s Body” At 78,344,440 views on YouTube, this ad had everyone’s attention. To promote its virtual assistant technology, Alexa, Amazon delivers a creative and hilarious ad featuring movie star, Michael B. Jordan. The ad starts out simply enough with a woman admiring Amazon’s Echo Dot.…
In 2018, 63% of consumers surveyed in an Accenture study revealed that they preferred to shop from purpose-driven brands. Fast forward to 2021 and that sentiment has only grown. IBM ran a study in 2020 on consumer behavior and found that 57% of consumers are willing to change their shopping habits to be more environmentally conscious. In the same study, nearly eight of out 10 respondents stated that sustainability is important to them. So, how does a brand leverage sustainable marketing to appeal to a growing, socially conscious audience? We’ll cover that and more below. Green Marketing vs. Sustainable Marketing While both terms are often used interchangeably, there is a difference between green marketing and sustainability marketing. Green marketing focuses on strategies that promote environmental awareness and protection. Sustainable marketing, on the other hand, is a little broader. It encompasses green marketing but it also includes practices that go beyond…
Recently, I set an iPhone time limit on my social media use to “45 minutes”. I figured 45 minutes would be more than enough. Almost an hour? In between working at HubSpot, catching up with friends, and attending exercise classes, I had no doubt 45 minutes would be plenty of social media consumption. Unfortunately, I learned pretty quickly that I actually spend 45 minutes on social media before I even get to work in the morning. I know I’m not alone. In fact, the average daily social media use of internet users worldwide amounts to 145 minutes per day. With all that social media consumption, it makes sense that more businesses are turning to social media to market to their audiences. But marketing is just one aspect of the buyer’s journey — what about sales? Can that be done within social media platforms, as well? It’s actually now entirely possible…
Your business data is the lifeblood that runs through your organization. It powers automated workflows, gives customer service reps the full story every time the phone rings, and informs decision-making. Even small businesses can benefit from the rise of big data by optimizing their organization’s data and creating processes to put it to work. According to Experian, eight in ten businesses believe data is one of their most valuable assets. When your business data is reliable and accurate, it’s smooth sailing. But when errors, duplicates, and question marks surface… it’s not so pretty. When you can’t trust your business data, problems quickly arise and multiply in every area of your organization. Businesses lose as much as 20% of revenue due to poor data quality, shares Kissmetrics. Back in 2013, HBR also talked about the ripple effect of unreliable data as part of “Data’s Credibility Problem”: “When data are unreliable, managers…
When it comes to owning a business, time is your most valuable resource — but, time is finite, and are a lot of tasks competing for your attention. You need to make sure the right products are listed on your website, that you’re fulfilling orders and payments 24/7, and that you’re processing and dispatching packages efficiently… all while staying on top of marketing campaigns, user reviews, and customer service. And, as you scale, your ecommerce processes get even more demanding. So, how can you make time for the work that brings in more customers while keeping everything else on track? With ecommerce automation. Automation is playing a vital role in the future of tech — and it’s no surprise that we’re seeing more of it in tools designed for ecommerce businesses. As a store owner, it’s your secret to putting your time-consuming tasks on auto-pilot. In this post, we’ll explain…