This post is a part of Made @ HubSpot, an internal thought leadership series through which we extract lessons from experiments conducted by our very own HubSpotters. Platforms are embedded in our daily lives — whether we realize it or not. Have you recently … ordered food from a service like GrubHub or made a reservation using OpenTable? Booked a ride using Lyft? Used your phone to check your email? All of these seamless interactions require systems to talk to each other via open platforms. What about at work? How many tools do you use to do your job? Do…

With over 2.7 billion monthly active users and 1.82 billion daily users, Facebook is the largest social network in the world. What began as a way for college students to network has become an essential marketing tool for more than 90 million small businesses. All of those users generate a lot of data. To help companies harness the massive amount of information created within the platform, Facebook released their Insights tool, which shares data about the best day to post, the ideal time to post, and what posts are performing well. If you’re marketing on Facebook, understanding how all those…

Finding Keyword Opportunities Without Historical Data

Posted by Imogen_DaviesAt Google’s Search On event in October last year, Prabhakar Raghavan explained that 15% of daily queries are ones that have never been searched before. If we take the latest figures from Internet Live Stats, which state 3.5 billion queries are searched every day, that means that 525 million of those queries are brand new. That is a huge number of opportunities waiting to be identified and worked into strategies, optimization, and content plans. The trouble is, all of the usual keyword research tools are, at best, a month behind with the data they can provide. Even then,…

21 Brand Style Guide Examples for Visual Inspiration

When it comes to building a memorable brand, it’s all about consistency. When you’re shopping for your favorite cereal or coffee at the grocery store, you want to be able to spot it from a mile away. The best brands stick in our brains because their presence is defined by the repetition of the same logo, fonts, colors, and images. Once we see them enough, they become instantly recognizable, bringing us a clear sense of reliability and security. Developing a consistent brand starts with creating a brand style guide. These branding rule books help graphic designers, marketers, web developers, community…

Where to Start with Digital Marketing? Do These 10 Things First

It’s the one question I hear most often. It has various forms: Ok, but where should I start? What are the 2-3 things I should do now? What’s the first thing we should be thinking about? It’s often asked at the end of meetings about SEO, content strategy, Analytics, web design or really any topic in digital marketing.  Regardless of the industry, the audience or the maturity of the business, our recommendation is often the same… Start at the end of the lead generation process. Go to the very end of the process, to the bottom of the funnel, to…

12 of the Best AI Chatbots for 2021

Whether it’s on Facebook Messenger, their website, or even text messaging, more and more brands are leveraging chatbots to service their customers, market their brand, and even sell their products. But even though most chatbots can handle moderately sophisticated conversations, like welcome conversations and product discovery interactions, the if/then logic that powers their conversational capabilities can be limiting. For instance, if a customer asks a unique yet pressing question that you didn’t account for when designing your chatbot’s logic, there’s no way it can answer their question, which hangs your customer out to dry and ultimately leaves them dissatisfied with…

26 About Us & About Me Pages + Templates to Make Your Own

Building a website is, in many ways, an exercise of willpower. It’s tempting to get distracted by the bells and whistles of the design process, and forget all about creating compelling content. It’s that compelling content that’s crucial to making inbound marketing work for your business. So how do you balance your remarkable content creation with your web design needs? It all starts with the “About Us” page. For a remarkable About page, all you need to do is figure out your company’s unique identity, and then share it with the world. Easy, right? Of course not. Your “About Us”…

How We Increased Our Client’s Leads by 751% on Less Than £1K Per Month [Case Study]

Posted by LydiaGermanIt’s a common misunderstanding that working with a small budget for SEO means you can’t generate results. How can you possibly make enough improvements to the site in so few hours per month? Well, for us at Tao Digital Marketing, our work with Fleetcover goes to show that results can be achieved by focusing on the most important changes in the little time you have. In this case study, we’ll break down how we increased leads by 751%, keywords by 259% and impressions by 535% on a budget of less than £1,000 / $1,347 per month, equating to…

The Ultimate Guide to Branding in 2021

Products are never just products, right? Coca-Cola is more than a soda. Starbucks is more than a coffee. Ray-Ban is more than a pair of sunglasses. Glossier is more than a tube of concealer. Interacting with these products provide experiences, and we buy them with that experience in mind. Better yet, the companies that create and market them know exactly the experience they want you to have when you make (or consider) a purchase. That’s why they create a brand. From the language in their Instagram caption to the color palette on their latest billboard to the material used in…

The Ultimate Guide to B2B Marketing in 2021

Effective marketing is difficult to get right. Between creative demands, budget limits, and channel decisions, marketers have a lot to juggle when developing their marketing strategy. The biggest determinant of effective marketing, however, is your audience. If you’re not properly targeting your buyer persona, your promotions and advertisements will likely fall on deaf ears. You might as well not be marketing at all. Where target audiences vary the most, though, is between individual consumers and businesses. Some companies serve individual shoppers, while others cater to companies and organizations. Marketing to businesses is very different than marketing to individual consumers. That’s…