How HubSpot Uses Long-Form Video to Build a Brand

How HubSpot Uses Long-Form Video to Build a Brand

Nowadays, video is an undoubtedly powerful marketing tool — in fact, 85% of businesses use video for their marketing efforts, and 88% of video marketers report that video gives them a positive ROI. At HubSpot, our marketing team uses video for a variety of reasons: to engage with our audience on social platforms, to educate our audience on YouTube, and to inspire our audience with quarterly campaigns. These videos vary in length. Some are as short as 30 seconds, while others span 10-20 minutes. Which brings us to the question — is long-form or short-form video better for a brand? Of course, your video length largely depends on your content, […]

Is A Media Mix Right for Your Brand?

Is A Media Mix Right for Your Brand?

Undoubtedly, your marketing team uses a variety of mediums to execute your marketing messages on a daily basis. In fact, I’m willing to bet a typical campaign includes at least three. Those mediums — including social media, email, and paid advertising — are part of what’s called a business’s media mix, a process that can be helpful for businesses that need a little organization. They’re also especially helpful when planning out future campaigns. Additionally, making decisions such as timing and design are more informed when looking at previous campaign metrics.. A media mix looks at these numbers and how they contribute holistically to a campaign. Think about the last campaign […]

Attend Search Marketing Expo next week for FREE

Attend Search Marketing Expo next week for FREE

Generate leads, drive sales, and achieve your marketing goals with actionable tactics that work. Attend Search Marketing Expo February 19-20 (next week!) in San Jose. Join hundreds of search marketing professionals for an unrivaled training experience that will help you: Craft campaigns that boost awareness, traffic, and conversions. Attend expert-led search marketing sessions in three lanes: SEO, SEM/PPC, and digital commerce marketing (the art and science of selling products on Amazon, Instagram, Pinterest, Google Shopping, and other third-party platforms). Find tools that save you time and make you money. Train with and learn from market-leading solution providers including LongtailUX, Instapage, Bruce Clay Inc., Uberall, Page One Power, DigitalPR by Exults, […]

What You Need to Know About Creating a ‘Do Not Reply’ Email

What You Need to Know About Creating a ‘Do Not Reply’ Email

  During my summer break in 2009, I was sitting on my couch, watching Disney Channel, and eating a snack — chips and salsa to be exact. Well, chips and a one gallon Tupperware full of my aunt’s famous spicy salsa. While I’m watching TV, all of a sudden, I accidentally drop the entire gallon of cold salsa on my lap. That decision — the one to bring an entire gallon of salsa to the couch, instead of dishing out one serving, was a really bad idea. For a marketer, having a ‘do not reply’ email is just as bad of an idea. While you won’t spill an entire gallon […]

6 Reasons Your LinkedIn Ads Are Not Showing & What to Do to Fix Them for Best Results

6 Reasons Your LinkedIn Ads Are Not Showing & What to Do to Fix Them for Best Results

One of the major highlights of LinkedIn advertising is that it gives businesses a way to reach other businesses most likely to become customers, and the decision-makers who determine that. However, just like Google Ads and Facebook Ads, LinkedIn too has its own hurdles. Whether you’re just beginning to use the ad platform or you’ve run multiple LinkedIn Ad campaigns already — you could discover your LinkedIn ads not earning impressions, or maybe they’re not showing altogether. 6 Explanations your LinkedIn ads are not getting impressions 1. Your ad was disapproved To maintain the professionalism and integrity of the network, LinkedIn will not run a new ads campaign (or changes […]

Google: 6 Need States Influence Search Behavior via @martinibuster

Google: 6 Need States Influence Search Behavior via @martinibuster

A research project by Google discovered a hidden way that consumer needs influenced search behavior. The researchers assert that these behaviors drive intent. Google concludes that marketers can drive more growth by tapping into these hidden need states. This research was published in 2019, but somehow it did not get the attention it deserves. This article corrects that oversight. Six Need States Google’s research uncovered six need states. These need states are unlike anything else related to user intent. Usually search intent is described as transactional, informational, navigational and so on. This is completely different. These are underlying need states that drive search behavior. Google’s six need states are: Surprise […]

Video: Ann Smarty on the history of guest blogging & the future of link building

Video: Ann Smarty on the history of guest blogging & the future of link building

While up in Albany, I interviewed Ann Smarty, who was incredibly well known for creating MyBlogGuest that ended up getting penalized by Google. We discussed her history in the space, how she left the Ukraine and settled in Albany, New York and how the Google penalty all went down. We also chatted about the future of link building and how your content has to earn links. Note: The audio quality on this video is very poor. There was obviously a microphone issue and I am sorry for those issues. Here is the video: [embedded content] I started this vlog series recently, and if you want to sign up to be […]

7 mistakes to avoid when optimizing your Instagram account for SEO

7 mistakes to avoid when optimizing your Instagram account for SEO

Obviously, you work hard to make your website climb to the top of the search engine rankings. But not many entrepreneurs and marketers know that optimization techniques are useful beyond Google, Bing and other search engines. SEO is also applicable to social media platforms, where it can aid in promoting an account, gaining new followers, boosting engagement rate, and enhancing sales. Instagram is perfect for optimization because it works like a small search engine so SEO is valid there as well. Instagram ranks well-optimized pages higher and this attracts more active followers, drives engagement and improves page trust score. In turn, all this leads to an even higher ranking. Though […]

Google Publishes Listing of Key Valentine’s Day Trends for 2020

Google Publishes Listing of Key Valentine’s Day Trends for 2020

Looking for ways to spice up your Valentine’s Day campaigns? This may help – Google has this week published a new listing of rising Valentine’s Day trends, based on Google Trends data over the last few weeks. And they may help inform your strategic direction or tie-in – first off, Google has shared a map of the most popular romantic comedies by state. Maybe there’s a way you could incorporate popular characters or scenes, relative to interest. Google has also shared a listing of the most popular love songs: “Love Story,” Taylor Swift “Endless Love,” Diana Ross & Lionel Richie “Unchained Melody,” The Righteous Brothers “Amazed,” Lonestar “My Girl,” The […]