Which Social Media Channels See the Most ROI? [New Data + Expert Tips]

As any marketer knows, social media is an undeniably powerful tool to reach new audiences and connect with existing customers. In fact, as of 2021, social media is now the #1 channel used by marketers. But with all that Tweeting, Liking, Posting, and scrolling, it can be difficult to know which platforms give you the most bang for your buck. Sure, it’s important to ensure your brand interacts on whichever platforms are most popular with your audience, but it’s equally critical you take the time to determine which platforms provide the best ROI for your business. This information can help you…

What is Search Retargeting & How Does It Work?

When a user is on Google and searches for “athletic shoes,” companies like Nike and Skechers probably want their ads to continuously show up for those users online because they’re currently in the market for a product they sell. But how could they do that when the user isn’t searching for them and perhaps doesn’t even know that their company sells athletic shoes? That’s where search retargeting comes in. With this behavioral targeting, companies can have their ads show up on search engine results pages (SERPs) and social media sites after a user types in certain keywords. This is a…

How to Conduct the Perfect Marketing Experiment [+ Examples]

After months of hard work, multiple coffee runs, and navigation of the latest industry changes, you’ve finally finished your next big marketing campaign. Complete with social media posts, PPC ads, and a sparkly new logo, it’s the campaign of a lifetime. But how do you know it will be effective? While there’s no sure way to know if your campaign will turn heads, there is a way to gauge whether those new aspects of your strategy will be effective. If you want to know if certain components of your campaign are worth the effort, consider conducting a marketing experiment. Marketing…

You Might Be Wasting Your Time Fighting the Algorithm Updates. Here’s What to Focus on, Instead.

If you’re working in digital marketing for a business with an online presence (which, let’s be real, is most businesses these days), there’s a good chance that you live in dread of the infamous “Google algorithm update.” Many marketers see this periodic switch-up in Google’s algorithm as a lurking nemesis out to slash their metrics and banish traffic. The typical response? Every time Google comes out with an algorithm update, SEO specialists and thought leaders try to decode and decipher the algorithm’s secrets to find out what makes it tick. The idea is that, if you can figure it out,…

Twitter’s Testing Social Commerce: What Marketers Need to Know

When you think of online shopping destinations, Twitter may not be the first place that comes to mind. However, with ecommerce sales continuing to rise due in part to the COVID-19 pandemic, social platforms want in on the action. On Instagram, business owners can add a “shop” feature to their profile, allowing users to make purchases directly from the profiles of their favorite brands. Similarly, TikTok teased an upcoming shop feature and integration with Shopify earlier this year. Now Twitter is testing new strategies to integrate online shopping experiences into the user experience. The platform previously had a “Buy Now”…

Marketing vs. Operations: The Battle for a Small Business’ Attention

“Your company is one viral moment away from a potential shutdown.” Yes, you read that correctly. Imagine your company is fortunate enough to appear for a few minutes on a national TV show with millions of viewers. You can hardly contain your excitement. All eyes are on you. There’s no turning back.  Your excitement soon turns to horror, however, when you realize your company isn’t ready for this type of attention. Suddenly, a surge in traffic to your company’s website causes it to crash. Team members quit from the stress of performing under pressure. Vendors threaten to sue you for…

The Ultimate Guide to Content Marketing in 2021

Your customers, leads, and audience members want valuable content from your business. And that content needs to reach audience members in a way that feels natural and organic versus being disruptive. Content marketing helps businesses do this, and it describes the process of attracting, engaging with, and delighting your target markets. By honing in on effective content marketing, you can do just that — and as a result, increase conversions, improve brand awareness, boost revenue, establish yourself as an industry leader, and more. Whether you’re just starting to devise a strategy or you’re refreshing your existing one, it never hurts…

4 Management Styles to Strive For and 4 to Avoid

Growing up, a few of my baseball coaches were some of the most ruthless and demanding people I’ve ever met. They used fear to push my team to our physical and emotional limits, intimidated us with cruel ultimatums, and didn’t really seem to care about us as people. They did everything they could to win — and punished us when we didn’t. When I started doing internships in college, I expected my managers to be just like my coaches. Since businesses actually have to make money, and not just win a few games, I was scared to mess up. But…

How to Write the Best SOPs for Your Company

Imagine this: You’re a project manager at a boutique marketing firm tasked with training the new PM and getting them up to speed on how to do their job to meet expectations. To fulfill this request, you probably had to learn a series of actions already set in place. That series of actions is called a standard operating procedure, or SOP for short, and they help to routinize job functions. As your company requires more standardized processes to run, such as managing your iPaaS integrations or building email campaigns, SOPs become invaluable for keeping everything in-line. In this guide, we’ll…