Pro Tip: Don’t add new services reactively

Pro Tip: Don’t add new services reactively

When a client asks to add a new service to their account, it’s usually an easy upsell… unless they’ve requested a service your agency doesn’t currently offer. That’s when many agency leaders fall into “panic” mode. Not wanting to lose the account, they automatically respond: “Yes, we can do that!” The problem? They have no idea how they’ll actually fulfill what they promised. This can lead to client and employee retention problems… and unprofitable work. For instance, that’s how a friend at a digital agency found herself in charge of a client’s office renovation and interior decorating. As an agency operations leader, I have some advice to help you reduce […]

Get to Know AI for Business: Natural Language Processing [Infographic]

Get to Know AI for Business: Natural Language Processing [Infographic]

Today, part of the continuing education required of marketers and others in business careers is learning about artificial intelligence. After all, it’s now nearly ubiquitous in software, smartphones, and online, and business tech without built-in AI has serious shortcomings compared to that with it. One powerful type of AI is natural language processing, or NLP. This process teaches computers to “use language like people” and is built into a variety of business tech, including chatbots, CRM platforms, and social media monitoring tools. And while it has a number of uses, some of the best-known reasons companies should invest in NLP-powered tech include improved customer service, automated writing corrections, and analysis […]

The State of Social Media Lead Gen 2019 – Part 4: The Future of Social Media Lead Generation

The State of Social Media Lead Gen 2019 – Part 4: The Future of Social Media Lead Generation

Is social media a key part of your lead generation efforts? For our latest research report, we partnered with Sharpspring in order to reach out to our respective communities and get their insights into their experiences with social media as a lead generation tool, including which platforms and approaches they’re finding most effective for lead gen, whether those efforts have been meeting their expectations, and what they expect, in future, in regards to their social lead building efforts. You can download our full ‘2019 State of Social Media Lead Generation’ report right now, but this week, we’re breaking down the key elements for more specific investigation. Today, we’re going to look at the […]

12 Content Curation Tools Every Marketer Needs

12 Content Curation Tools Every Marketer Needs

“Curation” is one of those words that’s always conveyed coolness to me. Take, for example, the job of curating art for a gallery, or curating music for a soundtrack. Cool, right? Content curation is just as much fun — and just as important. But where do you get started on content curation? In this blog post, you’ll find a brief explanation of what it is, why it’s important, and a few tools you can use. What is content curation? For the uninitiated, content curation consists of finding material relevant to your audience from a variety of sources, and sharing it strategically through your communication channels. For example, writing a roundup […]

Uber Eats readies ad sales for restaurants

Uber Eats readies ad sales for restaurants

Ads are coming to Uber Eats. TechCrunch reported that Uber is seeking an executive to help develop and run a new ads business. Under pressure. This makes sense for several reasons. Restaurants have been conditioned by other ad platforms, including Google and Yelp, to pay for placement and exposure. And Uber is under significant pressure from investors to generate more revenue from more sources amid growing skepticism about the company’s capacity to turn a profit. Uber Eats competes primarily with GrubHub, DoorDash and Postmates – although Google My Business also offers food ordering, as does Yelp. According to one estimate, Uber Eats has 20% share of all restaurant delivery sales […]

Video: Aja Frost of Hubspot on the power of content structure in search rankings

Video: Aja Frost of Hubspot on the power of content structure in search rankings

Aja Frost, senior SEO strategist at Hubspot, explains how she helped restructure the SEO strategy at the company. Specifically how Hubspot uses a topic cluster approach to building out “content universes” that have “pillar pages” for the higher level content. Our interview goes into how the company structures its content around these topic clusters and the search benefit the company sees from those efforts. We also talked about featured snippets, image SEO and video suggested clips. Aja will also be speaking at SMX East in NYC next week, so be sure to catch her talk on driving more traffic to existing content through optimization. Here is the video, and I […]

How to Advertise on a Podcast [+Tips from a HubSpot Podcaster]

How to Advertise on a Podcast [+Tips from a HubSpot Podcaster]

According to a report from Podcast Insights, there are more than 750,000 active podcasts and counting. Sounds like a huge pool right? If you’re an advertiser interested in spreading awareness to podcast listeners, the huge pool of podcasts might seem promising — but also overwhelming. On a promising note, the growing number of podcasts has resulted in even more advertiser interest. Statista recently reported that podcast ad spend is projected to hit $534 million in the U.S. alone by 2020. As a marketer for a small to mid-sized business, you might be interested in podcast sponsorship, but not know where to start. Mainly because there are so many podcasts to […]

What Is Contextual Targeting, in the Context of Ads?

What Is Contextual Targeting, in the Context of Ads?

As Jerry Maguire once said — “Show me the money.” That phrase is probably something you’ve thought of as a marketer who has invested in paid advertising. With paid advertising, you want to enhance your marketing campaign by showing up in the right place, at the right time, with the right content. But sometimes, running paid ads — like pay-per-click (PPC) on Google — feels like you’re spending a lot of money without seeing any results. Whether it’s because your ads are disruptive or need a redesign, most consumers ignore ads online. In fact, 64% of respondents in a HubSpot study said ads are annoying and intrusive. Plus, 45% of […]

Search Marketing Expo is next week. Will I see you there?

Search Marketing Expo is next week. Will I see you there?

Did you know? SMX East is happening next week — November 13-14 in New York City — and there’s still time to buy your ticket. This year’s agenda is the biggest one the Search Engine Land experts have ever created: 100+ search marketing sessions covering SEO, SEM, CRO, agency operations (new!), local search for multi-location brands (new!), analytics, mobile, video, content, tools, and more. You’ll also access interactive Q&A clinics, full-day training with leading brands including Google and Microsoft Ads, 30+ market-defining vendors, exclusive networking events, delicious meals, free WiFi, the SMX mobile app, and downloadable speaker presentations. The year is almost over… do yourself and your career a favor: […]