Conversion Copywriting After Crisis: Adjusting to a New Abnormal

At the store the other day, I looked down at the large stickers that had been placed on the floors of the checkout lines to mark social distancing. They were bright and friendly, but were already scuffed up, foot-marked and blended into the tile. Two months ago they were unimaginable; now they are a somewhat dingy and barely-noticed part of our reality. They seem almost permanent. To an extent, that’s the truth. We are in for many months of outbreaks, cooldowns, flareups, releases, and lockdowns. The next year or more of our life will be dominated by this. More than…

This crisis has created a need to do a lot more with less resources. Marketers, in particular, are under a lot of pressure to pivot their strategy and ensure their brand stays relevant during difficult times. But, although quality does make a difference, marketing right now is a game of strategy and scale. At the end of the day, only a small fraction of the people reached by a brand will actually convert. Which means the more people marketers reach — and the more touchpoints involved — the better. If you’re already feeling stretched thin, don’t worry. Reaching more people…

19 Free Advertising Tips for Your Small, Large, or Local Business

When you work at a small business with a limited budget, it’s not really possible to shell out $340,000 for a 30-second TV commercial or $10,000 for an email marketing campaign. It can be frustrating when your budget dictates how many people your business can reach. Here are some free and inexpensive ways to promote your local business:  How to Advertise a Local Business How to Get Free Advertising How to Advertise on Google for Free How to Advertise a Local Business Use Google My Business to optimize for local search. Check out Yext. Network at in-person events when possible….

The Ultimate Guide to Podcast Audio, According to HubSpot’s Podcast Expert

In 2019, Google began rolling out what is arguably one of the most significant changes to its search engine since the introduction of dedicated video carousels in June 2018, or the introduction of featured snippets in October 2017: Google has begun to ad podcasts to search results. Every minor tweak to the search algorithm can have marketers scrambling to understand how they can take advantage of this shift — or, for the more pessimistic, how to avoid getting pushed to the dreaded page two of search results. Adding the podcast to search results is going to affect content creators, SEO…

What are some of the reasons you run an A/B test? When I think of the benefits of A/B testing, I think of one of the most popular and concrete ways to experiment with ad designs that are effective for target audiences. I think of how changing one simple element can be the deciding factor for customers, and that running a test will help me figure out the preferred design. Up until recently, I thought that there was only one kind of A/B test. After all, the definition itself is pretty straightforward. Then, I came across a different kind of…

27 Ways to Drive Traffic to Your Website

You know you’re a marketer when you’re sitting in traffic on the highway, it’s completely bumper to bumper, and all you can think about is “Why can’t I drive traffic to my website like this?” If you’ve struggled with driving traffic to your website, you’re not alone. According to 2019 research done by Content Marketing Institute, 61% of content professionals are challenged with knowing what is most important to their audiences, 50% are challenged with knowing the goal of the audience at a particular stage of the customer’s journey, and 49% are challenged with knowing the steps in the customer’s…

Google AMP Helps You Make Stunning Web Experiences. Here’s How.

Earlier today, I learned about a type of page that would load “almost instantaneously.” Well, with a rap like that, I had to test this out for myself. So, I went to Tasty, a cooking website, on my desktop and on my phone to test the loading times for each. The homepage for both took one second to load and display. That was impressive. Source When comparing the mobile homepage and desktop homepage, I saw that the images and layouts were optimized perfectly. This checked off another item on my list. Source And finally, when clicking on a recipe, I…

Deals Closed Rise Significantly as May Comes to an End [COVID-19 Benchmark Data]

For the last few months, businesses around the world have had to rapidly adapt to the impact of COVID-19. In a time where it seems like things change every day, it can be difficult to gauge whether the challenges your business is facing are widespread. That’s why we’re publishing week-over-week benchmark data for core business metrics like website traffic, email send and open rates, sales engagements, close rates, and more. These core metrics are split by region, company size, and industry cuts, so you can explore data for companies most similar to yours. You can find the data, and more…

How Dynamic Content Makes Your Marketing More Personal

The first time Amazon introduced me to the perfect book for me via their recommendation engine, I was completely awed. The idea that a website could not only recognize a return visitor, but also discern their interests and alter their site experience accordingly felt like nothing short of magic. For instance, when I check Amazon’s site, I can find numerous personalized recommendations just for me, and it still feels like a delight, every time. Since then, data-driven personalization has become more common, though not entirely pervasive in the marketing space — perhaps due to a lack of understanding around how…