A Marketer’s Short & Sweet Guide on Diversification

To consider the potential payoff of product diversification, let’s start with an example. Lululemon, an athletic apparel company, was founded in 1998 with one core product: yoga clothing for women. If you’ve been to a store recently, you’ve likely seen how far beyond women’s yoga-clothing Lululemon has grown. For instance, my brother now buys all his button-down shirts and work pants from Lululemon. Additionally, last week I bought a bathing suit from the shop. On their Our Story page, Lululemon states: “Our first designs were made for women to wear during yoga. Through plenty of feedback from our guests, ambassadors and…

Media Buying 101: What It Is and How It Works [+15 Platforms to Use]

Ever wonder who is behind those banner ads on the sites you visit the most? Or the Super Bowl ads we talk about for weeks after they’ve aired? The answer is media buyers. When a brand gets a marketing budget, a portion of that typically goes to paid advertising. That’s where media buying comes in. It doesn’t get much buzz in the marketing industry, but this process is responsible for the targeted ads we see today. Let’s dive into this process of which so many of us are on the receiving end. Whether they’re watching a TV show or scrolling…

The Definition of SEO in 100 Words or Less [FAQs]

Search engine optimization (SEO) seems pretty straightforward. You pick a few keywords, and voilà! Your page is optimized for SEO, right? Not yet. Many people understand the basic principles of SEO, but a lot has changed in the last decade. The SEO that we know and love today is not the same SEO that we knew and loved (or hated) 10 years ago. And that’s why SEO is something marketers should continue to define, and redefine. Here’s a brief definition in under 100 words: What Is SEO? SEO stands for search engine optimization — that much has stayed the same….

The Plain English Guide to Writing a Business Case

Have you ever heard the age-old classic story of a company that got its start from a back-of-the-napkin idea? Or about the start-ups that started in someone’s garage? While all those stories are, of course, inspirational, a huge element that they leave out is that every business started because someone felt the project justified spending time and money on it. That’s why some projects require you to write a business case. Whether you want to start a company, pitch a new product, or perhaps you just want your business to use a new project management tool. Either way, a project…

25 Post Event Survey Questions to Ask

Just like Joey from “Friends,” we recognize the importance of giving and receiving in marketing. One of the best things to give and receive is feedback. Without feedback, we would never be able to improve. And even though it’s hard, feedback is a great way to measure success. With a post event survey, you’ll learn what attendees thought about the event, how they heard about it, and what they enjoyed most. Measuring attendee satisfaction will help you improve your event marketing and figure out what’s working and what isn’t. In fact, 90% of virtual event organizers use surveys to measure…

New & Improved: Announcing The Beginner’s Guide To Link Building

Posted by Cyrus-ShepardLink building isn’t always easy, but if you want to rank with SEO, links are often the cost of admission. While Google says SEOs sometimes focus too much on links, links remain one of the few confirmed ranking factors. Indeed, every study over the past decade shows a high correlation between links and ranking. And while links alone can’t guarantee a #1 spot at the top of Google, previous research has shown that it’s nearly impossible to rank without any links at all. For many, link building also presents a challenge. Folks get sincerely frustrated with wasted link…