Social Media Impressions vs. Reach: What’s More Important?

Social Media Impressions vs. Reach: What’s More Important?

Let’s talk about social media metrics. When counting engagement, there are two terms you should know: reach and impressions. Reach is used to define who sees content. It’s the total number of people who see a tweet you make, an Instagram story you post, or a Facebook event page. Let’s say you have an ad that was displayed 500 times on social media pages. If 200 people clicked on your ad, your reach would be 200. Impressions are the total number of times social media browsers have been showed your content. Impressions are different than reach because it doesn’t count people who click or engage with your content, just those […]

How to Write an Ecommerce Business Plan [Examples & Template]

How to Write an Ecommerce Business Plan [Examples & Template]

You know the feeling of having a great idea, a brilliant view of how it’ll work, but no idea of where to begin to execute it? If you have a promising idea for an online ecommerce business, that’s great. But it’s important to know how you’ll transform your idea into reality. That’s what business plans are for. An ecommerce business plan is especially important, with an increasing number of shoppers conducting their business online. It’s estimated this number has reached 1.92 billion. Having an ecommerce business plan keeps you organized and is useful when seeking investors who need to understand your company. So, let’s dive into some examples of ecommerce […]

Email Background Images: a How To Guide (with Examples)

Email Background Images: a How To Guide (with Examples)

A couple of months ago, I got an email from HubSpot Academy about the different courses available. I remember this part of the email specifically because I loved the use of a background image. I’m a huge fan of how companies find great ways to maximize their email content — and one way to do that is with a background image. Rather than an image being used as the star of the email, background images are kind of like supporting characters. They tend to have the capability to be layered so you can add multimedia on top of them. Applying HTML to background images is crucial because they make your […]

How Often Should You (or Your Company) Blog? [New Data]

How Often Should You (or Your Company) Blog? [New Data]

Starting a blog is tough. Thinking about what to post and how to promote it requires strategic planning. And will your content resonate with and delight your customers? We haven’t even covered how often companies should post — a factor that can make or break even the greatest of content. You might be surprised to know that even though there’s a surplus of hard data about why blog posts are integral to marketing, there’s not much on the frequency of posting. This is because, well, it depends. If ambiguity gets your heart racing, fear not. Here, we’ll offer suggestions and stats to help inform your decision. If you’re a marketing […]

How to Calculate Hourly Rate for Freelance Marketers & Consultants

How to Calculate Hourly Rate for Freelance Marketers & Consultants

Let’s say you’re hiring a freelancer or two to help improve the marketing effort of a campaign. You’ve identified the project they’ll be working on, about how many hours it should take, and the context they’ll need to be successful — but you still haven’t decided on the hourly rate. Instead of spending hours figuring out how much you should pay your marketing freelancer, take a look at the data we’ll pull for you. We’ve rounded up the national freelance hourly rates of marketing consultants, PR professionals, and SEO specialists. But, before getting into the details, here’s a basic formula to calculate the hourly rate of freelancers. Freelance Hourly Rate […]

How the Fourth Industrial Revolution Could Affect Marketers

How the Fourth Industrial Revolution Could Affect Marketers

All around us, we’re seeing implications of the Fourth Industrial Revolution on our daily routines. When was the last time you used Google Maps to get someplace? Or asked Siri a simple math question, or picked something to watch from your Netflix recommendations? While it’s easy to think about a distant future where robots take your restaurant order and sell you a house, similar advancements may be closer than we think, and some of that may be due to this new revolution. This change in technology means a change in how products are marketed to consumers, meaning marketers should take note. So what is the “4IR,” as some have abbreviated […]

The Best Time to Send an Email (Research-Backed)

The Best Time to Send an Email (Research-Backed)

Here’s a little exercise for you: Check the timestamps on the emails you’ve gotten in the past day. What have you found? For me, I noticed that most of my emails, especially my subscription emails, were sent between 9-10 AM, or 5-6 PM. This isn’t a coincidence, either. While the answer to “What’s the perfect time to send an email to my customers?” isn’t an exact science, there are some key findings we’ve discovered through heavy research, and those times listed above are right in line with what we found. Keep reading to find out the best time to send an email, according to our findings. Why Email Matters For […]

15 of the Best Social Media Marketing Courses to Take Today

15 of the Best Social Media Marketing Courses to Take Today

One of my favorite things to do in my free time (besides binge reality shows Love Island and Vanderpump Rules) is to take free marketing courses online. Industries change all the time, especially in marketing, and keeping fresh up on my skills is something I’ve found to be not only vital to excelling at my job, but really fun. The best thing about online courses is that I usually don’t pay a cent for them, and the ones I do pay for are worth it. Here are some of the best marketing courses you can sign up for right now, and yes, most of them are completely free and industry-recognized. […]

What in the Name of Marketing Is Reverse Positioning?

What in the Name of Marketing Is Reverse Positioning?

In 2011, Patagonia released an ad on Black Friday advising consumers not to buy their jackets. In 2015, Dove released a campaign that celebrated women, rather than showcasing their deodorant or body wash. The tactic used in these campaigns is called “reverse positioning.” It’s a unique marketing strategy that emulates this quote coined by marketing cartoonist Tom Fishburne: “The best marketing doesn’t feel like marketing.” So, what goes into reverse marketing, and why does it work? Also called breakaway positioning, this marketing strategy uses techniques such as informing consumers about the different features of products, how they were made or function, or even their appearance. This builds consumer trust and […]

The 11 Best Social Media Dashboard Tools & Apps

The 11 Best Social Media Dashboard Tools & Apps

When implementing your social media strategy, it’s easy to realize that manually posting on multiple different websites, multiple times a day, isn’t optimal for your busy schedule. But it’s not easy to tell from a baseline or pricing page which tools are not only the best for efficiency but best for your business. Instead of spending hours of extra research combing through all of your options and sitting through countless demos and free trials, we’ve compiled a list of the best social media dashboards that fit your budget and brand. These social media dashboards are optimized for every type of SMB; whether you’re a social media team or a party […]