Sharing bad news sucks. Period. No matter what the news is, if you care about the person on the receiving end of it (and I hope you do), you want to make the impact to be as painless as possible. Unfortunately, the magic spell that makes bad news feel like a carnival doesn’t exist. But wait, before you shoot the messenger, let me share an excellent example of crisis communications from Airbnb Co-Founder and CEO Brian Chesky. Last week, Brian had to deliver a bitter message of goodbye to nearly 1,900 of his employees. The way he did it can…

17 Ways to Get Free Advertising for Your 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. Surprisingly, there are a lot of free ways to supplement your paid advertising efforts. By incorporating free advertising tactics into your strategy, you can remove some nonessential costs and dedicate your budget to deeper, more long-term plays. In fact, we suggest some of these methods regardless of your budget. To help you spread the…

As a habitual spender bee, the day before payday is, sadly, one of scant spending. Some of the marketing teams I’ve been on have had similar budget issues (although those weren’t brought on by online shopping like mine). While having a tight marketing budget can make the job harder, there’s still plenty you can do. Below, let’s review the top tactics to implement when you’re marketing without a budget. 1. Improve content marketing. Content marketing is one of the top ways to market your brand when your team is on a tight budget. For example, you can start a blog….

How to (Easily) Make Perfect Content Calendars in Google Sheets

What do you use spreadsheets for? If you’re anything like me, you likely use them for data collection, to track campaign or blog post analytics, or to keep track of weekly assignments. But have you ever thought about using spreadsheets to make a calendar? And, more specifically, have you ever thought about using Google Sheets to make a functional calendar? If you often work on campaigns for a few different clients, creating individual calendars in Google Sheets to share with clients and track progress could be uniquely useful for ensuring the client understands when certain content will go live. Alternatively,…

B2B marketing has hit a wall. Audiences are getting harder to reach, campaigns are fractured across channels and, for many brands, performance is flatlining. Whatever audiences want, they want it now. As marketers, we have an obligation to earn our audience’s attention. We already know that the B2B journey is powered by content. Channels never mattered to the consumer. Prospects want to self-educate, and content is how they choose to do it. Increasingly, B2B companies are turning to thought leadership content to enhance brand reputation, build decision-makers’ trust, open the conversation, and help close business, according to research by Edelman…

How to Prepare an Advertising Plan [Free Template]

Oftentimes, turning an idea for an advertising campaign into reality isn’t exactly simple. Among other things, you must get buy-in from other teams, earn approval from leadership, negotiate your budget, and present a clear path for return on investment (ROI). The best way to clearly share your proposal (and its costs, stakeholders, the amount you expect to earn, etc.) is with a concrete and detailed advertising plan. Follow Along With HubSpot’s Free Ad Plan Template An advertising plan will help you formulate and organize your thoughts and ideas so you can ensure your campaign is an effective one, too.  In…

11 Ecommerce Marketing Tips To Kickstart Sales

“If there’s anything that an online store needs, it’s to generate lots of traffic and have sales flow in like rain. Some people think it’s easy peasy. You decide on the right product, set up your website, put out marketing ads, and sales come in. Sure, it’s simple and you can get it done, but it’s a long-term game that takes much effort to kickstart sales the way you’d like. That’s why ecommerce marketing is a big deal. Regardless if you are just starting an ecommerce business from scratch or you’re years in, marketing is essential. You’ll need marketing tactics…

Use the Blank Sheet of Paper Test to Optimize for Natural Language Processing

Posted by Evan_HallIf you handed someone a blank sheet of paper and the only thing written on it was the page’s title, would they understand what the title meant? Would they have a clear idea of what the actual document might be about? If so, then congratulations! You just passed the Blank Sheet of Paper Test for page titles because your title was descriptive. The Blank Sheet of Paper Test (BSoPT) is an idea Ian Lurie has talked about a lot over the years, and recently on his new website. It’s a test to see if what you’ve written has…