Not all email personalization is created equal. There are varying degrees, from the basic “Hello, %%first_name%%” that many email service providers (ESPs) offer using merge tags, to more advanced methods that go beyond these standard methods—like email elements that are dynamically personalized at the time of open (think: live polls, countdown timers, and Interest Signals). … Read more
There are often times when more than one keyword (and/or search theme) in your account will be eligible to match for a search term. Yet only one will be selected to compete in each auction. So, how does Google choose which of your keywords to put forward? There’s a prioritization framework for that! We’ve also … Read more
Developing a consistent brand starts with creating a brand style guide. These branding rule books help graphic designers, marketers, web developers, community managers, and even product packaging departments present a unified vision of the brand to the public. The best brands stick in our brains because their presence is defined by the repetition of the … Read more
Newsletters are a cornerstone of email marketing. They offer a direct line of communication with your audience—yet creating one that consistently engages readers can be challenging. How do you create a newsletter that not only captures attention but also effectively supports your business goals? Dive into newsletter best practices for launching a successful newsletter: What’s … Read more
As a new marketing assistant, I once created an email campaign for our biggest product launch. Despite spending hours crafting the seemingly “perfect” message, the next day’s analytics showed dismal open and click-through rates. The problem? I had neglected the design, resulting in a cluttered mess with no clear call-to-action. This harsh wake-up call taught … Read more
Matthew Stibbe, CEO of Articulate Marketing, told me, “Community is not the cult of celebrity. It’s a reciprocal thing. It is about building connections, true connections, and developing those connections into relationships.” He’s exactly right: communities help you share your brand identity, engage with members to build and deepen relationships and help you share content … Read more
Whenever I think about brand awareness, I think of companies like Apple, Nike, and Trader Joe’s. Have you ever heard people refer to themselves as “Apple people,” “Nike people,” or “Trader Joe’s” people? That’s what brand awareness does. It embeds itself into consumer lifestyles and purchase habits so that they don’t have to think twice … Read more
This post was sponsored by Digitalinear. The opinions expressed in this article are the sponsor’s own. In a world where consumers search online for nearly everything – from product recommendations to local service providers – your brand’s digital presence is everything. The right organic SEO strategy can boost your search visibility and drive sustainable business … Read more
Local business owners consistently face a familiar digital marketing conundrum. With a myriad of options available and seemingly growing daily, including the recent introductions of AI into the mix, how do you determine the best and most effective approach for your business? To begin, most local businesses have two (or technically four) primary paths to … Read more
Not all email personalization is created equal. There are varying degrees, from the basic “Hello, %%first_name%%” that many email service providers (ESPs) offer using merge tags, to more advanced methods that go beyond these standard methods—like email elements that are dynamically personalized at the time of open (think: live polls, countdown timers, and Interest Signals). … Read more
Let’s talk about PPC bidding strategies. If you’ve ever felt like you’re throwing darts in the dark when it comes to picking the right one, you’re not alone. When I first started in Google Ads, the only bidding strategy available was “Max CPC” bidding, meaning everything was manual. Nowadays, there are many AI-powered bidding strategies … Read more
If you’re a multi-location brand looking to boost your local visibility and gain a competitive edge in the market, look no further. On June 26, we’re hosting a live webinar with SOCi where we’ll dive into the latest insights and best practices to help you enhance your local SEO strategy. Consumers increasingly rely on local … Read more
Content distribution is critical in getting your hard work in front of the right people, driving brand awareness and engagement. Why isn’t it just about developing awe-inspiring content anymore? Creators worldwide publish about 500 minutes of video to YouTube, 116 blog posts, 1,099 Instagram posts, and six new websites per second. And don’t even get … Read more
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Imagine you have hundreds of files in a folder labeled “Important Files.” Some of the files are named by date, some by subject, and some by author. You have to sift through all of them to find a review of the new neighborhood pizza place. Without a consistent filename or organizational structure, you’re not going … Read more
This post was sponsored by SOCi. The opinions expressed in this article are the sponsor’s own. As a marketer, you may feel like the ground is shifting under your feet with so many changes in the world of search. From Google’s recent announcement to release AI Overviews to all U.S. users to OpenAI revealing GPT-4o, … Read more
I know, we can’t go two minutes without hearing “AI” – much like in the early days (years) of “mobile” and “social media.” In these early days of the generative AI era, creatives is an area where we’re seeing rapid development for advertisers. We saw this at Google Marketing Live this year, too, with new … Read more
Google Search Console is an indispensable tool for SEO as it provides data about the organic performance of a website or page. Understanding how users search for products and services, measuring your site performance in the search engines, and getting recommendations for improvements are vital to SEO. Originally known as Google Webmaster Tools, Google Search … Read more
I became a marketer because I love storytelling — a craft that I and many other content strategists treat like an art. Like all art, storytelling requires creativity, vision, skill, and practice. The result of this discipline? Marketing campaigns that really pull your audience in. When I think about storytelling in business, my mind goes … Read more
