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How to Promote a CBD Brand on Social Media

Home » Archive by Category "Digital Marketing"

By Annika Bansal

The fact that CBD is such an expensive supplement to buy is a big part of what makes the CBD industry so attractive to entrepreneurs. One of the biggest reasons why CBD is so expensive, though, is because brands in the CBD industry shoulder an immense amount of risk when it comes to marketing themselves. Some entrepreneurs go through all the trouble of sourcing merchandise, designing labels and developing their websites, only to discover after the fact that most traditional forms of online marketing aren’t even available to CBD brands.

What can’t you do as a CBD brand in the United States? These are just a few of your challenges:

  • You can’t market your brand on most mainstream ad networks like Google AdWords.
  • You can’t market your brand by promoting content on social networks like Facebook.
  • You can’t sell your products on Amazon.
  • You can’t sell your products on eBay.
  • You can’t use PayPal as a payment processor.

So, what can you do to market a CBD brand? For most companies in the CBD industry, marketing essentially comes down to SEO and doing everything possible to maximize organic search rankings. This article, though, will focus on another marketing channel that could prove just as valuable: social media. Here’s how to use social media for promoting your CBD brand.

Prioritize Product Quality First and Social Media Marketing Second

The most important thing to know about marketing a CBD brand on social media is that no amount of promotional wizardry can replace product quality and transparency. It’s well known that many CBD products have been tested and were found to contain significantly less CBD than advertised and, in some cases, no CBD at all. Product quality is a major issue in the CBD industry, and that’s why brands like Crescent Canna have gone through the expense of sending their products out for third-party testing and have published the lab reports online.

If your products have any quality issues, people will quickly find out – and no amount of spending will allow you to spin your way out of that. These days, consumers know that they need to research CBD brands carefully before buying. Make sure that you have your bases covered before you begin worrying about your marketing strategy.

Don’t Spend a Fortune on Influencer Marketing

When companies in any industry start to think about social media marketing, influencer marketing on Instagram is one of the first things that come to mind. You should think twice, though, before you budget a large amount of money for influencer marketing or make it the core of your CBD social media strategy. Research has shown that engagement with influencers’ content on social media is dropping and is likely to continue doing so – and the more followers an influencer has, the less likely people are to engage with that person’s content.

Consumers are increasingly growing wise to the complete inauthenticity of the average Instagram influencer. More than ever, people understand that influencers aren’t just regular people who happen to post great social media …read more

Source:: Social Media Explorer


Ecommerce Consulting

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By Neil Patel

In 2019, ecommerce sales were $3.53 trillion worldwide.

According to Statista, that number is projected to grow to $6.54 trillion by 2023. Online shopping was a popular past time before the pandemic, but ecommerce has grown by 20 percent in 2020 alone.

Are you ready?

With the right preparation, ecommerce retailers can achieve double-digit conversion rates and consistent, year-over-year growth. Not sure how to achieve these results on your own? An ecommerce consultant can provide you with the step-by-step support you need to achieve these amazing results.

3 Ways an Ecommerce Consultant Can Help Grow Your Business

The pandemic hasn’t been good for everyone.

CB Insights found that the retail apocalypse that started in 2015 actually accelerated during the Covid-19 pandemic. Small, local businesses that neglected ecommerce suffered the most. Large companies with well-known ecommerce stores filed for bankruptcy in 2020.

These are brands you’d probably recognize.

Brooks Brothers, GNC, Neiman Marcus, Hertz, J. Crew — these companies were all leaders in their market at one point or another. But now, 30+ of these companies are on life support.

Online customers are pessimistic and highly skeptical. They’re choosing to work with established companies like Amazon who are willing to offer free two-day shipping.

How’s a consultant supposed to help you survive that?

Here are three ways ecommerce consultants can help retailers address the problems they’re facing.

1. Precise customer targeting

In many cases, 80 to 90 percent of your marketing work is done here. This is also the most difficult part to sell to you, the client. The response is typically along the lines of: “Oh, we know that already.” A good ecommerce client knows how to test that claim.

They do it by asking questions.

Who’s your customer; how familiar are you with their desires, goals, fears, frustrations, and problems? What are their demographics and psychographics? Do you have the answer initially, as most sellers do, or consistently?

Customers change.

What’s okay today won’t be tomorrow.

Here’s why that’s important. Everything your ecommerce consultant does, the effort they invest to help your business grow, it all depends on this step. You can’t create a persuasive product offer or shopper incentive if you don’t know your customers as well as you think you do.

Your ecommerce consultant will refine your audience.

They’ll help you find the people who are willing to spend more money with your business over time.

2. Creating profitable offers with features and benefits

CBInsights shared a list of the most common reasons for startup failure. They listed more than a dozen categories, but most of them weren’t all that important. Don’t get me wrong; they were important, just not the most important. Here’s what was the most important thing.

No market need.

Forty-two percent of startups failed because they created a product with features and benefits no one wanted. Those are startups, though; things are different with ecommerce stores.

Only they’re not.

Research shows 90 percent of ecommerce startups fail in the first 120 …read more

Source:: Kiss Metrics Blog


The 11 Best Social Media Dashboard Tools & Apps

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By Kayla Carmicheal

Screen Shot 2020-10-26 at 6.13.30 PM

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 of one, these apps will help you accomplish your goals in a streamlined, efficient way.

1. HubSpot

Price: Included in Professional version ($800/mo) or Enterprise version ($3,200/mo)

Why it’s great: All-in-one social media software

With HubSpot’s social media management tool, you get an all-inclusive package. Connect up to 300 accounts and schedule up to 10,000 posts a month. Plus, for super in-depth planners, you can schedule posts up to 3 years in advance.

HubSpot’s social media management features include monitoring mentions and engagement, and provides full analytic reports. You’re able to schedule posts all in one place without leaving the system.

2. Later

Price: $9, $19, $29, $49 per month, and enterprise pricing

Why it’s great: Instagram scheduling

While you can connect Facebook, Twitter, and Pinterest profiles, Later is best for Instagram scheduling. This is because of its image-based content calendar scheduling, so you can see a bird’s eye view of your brand in a monthly, visual format.

later scheduling example

Image Source

Later is also an Instagram partner, which means it integrates with Instagram’s API. This partnership means your account information will stay completely safe, which is important for Instagram Business accounts that have Shopping set up.

3. Sendible

Price: $29 up to $299 per month

Why it’s great: Agency-based management

Are you a social media or marketing agency? Sendible may be the answer to unkempt management: it’s a tool fit for an agency with clients. It helps you streamline how you manage brands and offers a couple unique features that help you succeed.

sendible report example

Image Source

Sendible has a royalty-free image search tool and a Canva integration. Sendible also has social listening tools, a Reports function, scheduling, and post previews. To put it simply: this is a full dashboard and suite of tools to put your client accounts all in one place.

4. Tailwind

Price: $9.99 up to $799.99 per month, or enterprise pricing

Why it’s great: <span …read more

Source:: HubSpot Blog


The Key to Successful Amazon Ads

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By Neil Patel

amazon ads

In one 36-hour period, Amazon sold 100 million products. Chances are, Amazon ads spurred some of those sales.

Amazon ads allow companies to pop to the top of search results. You reap a return on your investment in the form of enhanced sales and potential customer loyalty. Amazon, in return, makes a profit on ad sales (to the tune of $3 billion in some years).

Creativity, including visual pizazz, is critical in the Amazon marketplace. Killer keyword strategies matter too.

I’ll walk you through Amazon ad setup best practices, so you’ll know just what to do to get your products flying off the shelves.

Why Your Business Should Use Amazon Ads

The average user spends less than 10 minutes on Amazon. If your product is buried low in search results, no one will see it.

People simply don’t have the time to read every product description or check out every brand. We have jobs and kids and life pulling on our attention. We need to make decisions quickly.

Think of Amazon ads as your go-to method for cutting into a long line and grabbing attention.

Jump from spot 10 (oblivion) to spot 1, and you could increase your Amazon sales. Your investment could ensure that busy shoppers find your products before they’re ready to sign out.

That could mean more products sold and higher revenue.

More than 80 percent of brands get a 4x return on investment for their work on Amazon. If it’s worked for others, it could work for you.

What Are the Amazon Ad Types?

Rather than patiently waiting for customers to find them, companies use Amazon ads to get seen right now.

Amazon ads come in several types.

Sponsored Product Amazon Ads

These ads highlight just one item in your catalog. They appear within search results, but they pop to the top of the page. Consumers see them before anything else. If the screen is small enough, sponsored product ads are all consumers will see.

Sponsored Brand Amazon Ads

These ads allow you to feature several items from your catalog. They show up at the top of Amazon search results in a banner.

Often, Sponsored Product and Sponsored Brand ads work together. Check out this search result for “baby care.” A sponsored brand banner for WaterWipes starts the page, but Seventh Generation has an ad down below.

two amazon ads

Sponsored Display Amazon Ads

With these ads, you can feature just one product and appear on websites Amazon owns or has a relationship with.

If a pesky Amazon ad for a product languishing in your shopping cart seems to follow you from website to website, you’ve encountered a Sponsored Display ad.

They may seem annoying, but they can be remarkably effective. More than 70 percent of shoppers click on ads like this while browsing the web.

What’s the Difference Between Display …read more

Source:: Kiss Metrics Blog


NBA Broadcasting and Social Networking

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By dougbrown

The National Basketball Association is popular all over the world. The reason for that is their strategies to connect with a large number of broadcasters and social networking channels. That way they are increasing their popularity and gaining more and more fans all over the world. For millions of people in the world, television coverage and other media activity is the only way through which they can connect with their loved nba중계. Not many people can attend NBA games in person, but millions of people can watch it live on television or follow the result through live game tickers. Truth is that without the help of NBA broadcasters and social networks, the sport of basketball and the NBA would not be as popular or as interesting as they currently are.

Challenges And Strategies

Many people around the world still have problems with NBA coverage because some sports channels are part of specific cable TV packages. Some broadcasters try to remedy this by offering online streaming services and other ways through which fans can get full access to games and enjoy watching their favorite NBA teams and players. The NBA is trying their best to offer its services to almost every corner of the world, so more and more countries in the world are being added. Today, almost two hundred countries in the world have access to the league so fans enjoy watching this beautiful sport.

The NBA, social media, and the world`s broadcaster have had a very close relationship since forever. Networks giving close coverage of the NBA bring new fans as well as new sponsors for the league so everybody has an interest in that partnership to succeed. The media that covers the NBA comes in different forms, not just through television. Online magazines, websites, forums, paid subscription services are some forms of NBA coverage that are popular in the world. All of these attract people to the league and make the game of basketball even more popular.

Truth is that without the help of broadcasters and media, the NBA would not be as successful as it is today. That is why the NBA people are constantly developing new strategies on working closely with such channels. The media makes the world one global village where everyone has access to every piece of information. That way we constantly know and we are being updated on what is going on in the league. The NBA Playoffs and NBA Finals are especially very popular and have millions of viewers every time they come. They bring the biggest revenue for the broadcasters and the teams as well. The broadcasters and the NBA cannot function well without each other so they do everything in their power to work closely together.

There are still many obstacles down the road, but things are moving in a good direction. We should expect to see bigger coverage and even more interesting games in near future. The popularity of the NBA will still grow, …read more

Source:: Social Media Explorer


How to Use Photoshop: The Bookmarkable Photoshop Tutorial for Beginners

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By (Lindsay Kolowich Cox)


Another place to find the Color tool is at the bottom of the toolbar on the left, indicated by two overlapping boxes:


To create your own custom color:

Open the Color Picker by double-clicking on the top box either in the Color module, or in that menu on the left.

From there, you’ll see a vertical spectrum of color with a slider on it, which you can adjust to create your own custom color. Alternatively, if you already have a specific color of which you know the hex value (i.e. #1fb1ee), then enter it in the appropriate box to find that color automatically. You can also select your color swatch based on RGB or CMYK values.


Any colors you create can be added to your “Swatches” if you click “Add To Swatches.”

Pro Tip: Take your company colors and save them as “Swatches” so that you can reference and reuse them whenever you’re designing your visual content.

3. Custom Fonts & The Text Tool

What It Does: The Text tool lets you add custom fonts to your database, and it gives you access to advanced font settings that give your text some serious style.

Where It’s Located: The toolbar on your left, near the bottom.


Once you click the Text tool icon, all of the settings and font options will pop up at the top of your screen. These settings let you change the font, font size, and spacing between characters, height, width, color, and style. Be sure to select the layer of your desired text to edit it.


To add text to your graphic:

The text tool works like any other text tool you’ve used. Click the “T” icon on the left side bar, drag the text box over any particular area you want text to appear, and you’re set to go.

Whenever you create a text box, Photoshop will generate a layer for it. You can choose the color, size, stroke, font style, and a variety of other options to switch things up.


Pro Tip: While Photoshop offers a wide variety of fonts, you can also install your own fonts.

When you open Adobe Photoshop for the first time, it’s easy to click around in confusion for a minute and then reach for your freelancer’s phone number instead. Trust us, you’re not alone in this.

It’s an incredibly powerful design software with a lot going on, including a wealth of tools that can seem overwhelming at times. But Photoshop isn’t just for the professionals.

With a little help, you can easily teach yourself how to use it to create beautiful, compelling graphics. All it takes is an introduction to core elements — in plain English.

To get you started, we’ve picked 12 of the most useful tools in Photoshop and explained what they do, where to find them, how to use them, and a few tips and tricks for getting the most out of them. We’ve also included some great resources in there in case you’d like to learn about a tool in more depth.

1. The Layer Tool

What It Does: A layer can be used for an image, text, brush strokes, background colors, patterns, and filters.

I like to think of layers as sheets of glass stacked on top of one another that you’ll use to create a final product. Each sheet can be modified individually without affecting the project as a whole, which can save you tons of time when making edits to individual elements of your graphic.

Image Credit: StackExchange

Layers are by far the most important element of Photoshop — and, in my opinion, they’re one of the reasons many people throw their arms up in frustration. But once you understand how they work, I promise they’ll make your life much easier.

Where It’s Located: It has its own module on the bottom right-hand corner of your Photoshop screen, by default. You can also access it by clicking “Layer” in the top menu bar.


Pro Tip: Always name your layers. Keeping them organized will help keep you sane, especially if you find yourself working on a project with a large number of layers.

To add or delete a layer:

From the top menu bar, choose Layer > New > Layer…

To select a layer:

The selected layer is highlighted in blue. To edit a specific part of your image, you’ll need to select that specific layer.

You’ll also notice there’s an “eye” symbol next to each …read more

Source:: HubSpot Blog


5 Brands That Won Australian Advertising Awards [+What Marketers Can Learn From Them]

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By (Pamela Bump)

the bedroom report bedshed campaign

With all the work marketing teams are responsible for, it can be hard to make time to get reinspired and capture a spark of creativity that leads to a new, marketing strategy. This can be even more problematic for brands in physically isolated areas.

Take Australia for example. Its distance from other English-speaking regions like America and Europe can make it challenging for marketers to spread brand awareness globally. Ultimately, to gain even regional awareness, Australian brands must build competitive and innovative marketing strategies to stand out and grab attention from audiences.

So, what do you do when you work for a brand in a place like Australia, and just can’t come up with a marketing idea that takes your company to the next level?

Look to award-winning brands for inspiration.

One great place to start could be country-specific award ceremonies. By following these competitions, you can learn more about how brands in your area are effectively working towards national or global awareness.

In Australia, one major advertising and marketing award competition that brands and agencies look to is The Effies.

The Effies is a marketing and advertising competition that includes regional and global ceremonies. Each year, brands are awarded for advertising strategies, rebranding tactics, effective marketing techniques, and innovative campaigns. Brands that win the Grand Effie in their region are also eligible for the global competition. Past global winners include major brands like Dove, Coca-Cola, and Microsoft.

While this year’s Global Effie Awards have already been announced, Australia’s 2020 Effie Winners will be revealed at the end of October.

To help inspire innovative strategies or campaigns from marketers, advertisers, and agencies in Australia or similar territories, here are five past Effie Award winners, plus two 2020 nominees to learn from.

5 Australian Effie Award Winners Marketers Can Learn From

Great Northern Brewing Co.’s 2019 Ads – Carlton & United Breweries

Awards: 2019 Gold and Grand Effie Award

Way back in 2015, Carlton & United Breweries’ team launched Great Northern Brewing Co. But, the young brand found it difficult to compete with beer brands that already had decades of Australian credibility and brand loyalty behind them.

But, after the new beer brand teamed up with Clemenger BBDO to launch ads targeting young adult adventurers and older Australian beer lovers — Great Northern became the top-selling beer in Australia.

Great Northern’s effective advertising strategy involved video content and commercials that embraced young and old beer drinkers, as well as Australia’s great outdoors. One of the most memorable pieces of content within the Great Northern strategy was a video called, “The Great ReCamp.”

The mini-documentary, which launched ahead of Father’s Day in 2019, tells the story of a real father and adult son who go camping after a life-threatening cancer diagnosis.

The video begins with the words, “For most of us, our first memories of the great outdoors begin with our fathers.”

After presenting footage of a young boy camping with his dad, …read more

Source:: HubSpot Blog


6 SEO KPIs Every Search Marketer Should Know

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By Rebecca Riserbato

Ever since I was first introduced to search engine optimization (SEO), I’ve had to use it in every role I’ve had from editorial writing jobs to marketing blogging.

While SEO was never my sole focus, I had to learn how to measure the success of my efforts.

As a marketer, it’s important to look at key performance indicators (KPIs) to show how you’re doing.

Below, let’s look at SEO KPIs you should measure to track success.

Organic Search KPIs

1. Organic traffic.

Organic traffic is one of the most important metrics to track for SEO. However, keep in mind that this shouldn’t be the only metric you track. You’ll track this in combination with other KPIs.

Aja Frost, the head of SEO content at HubSpot, says, “Any metric—in isolation—can be misleading. For example, HubSpot’s SEO team used to obsess over organic traffic. And it seemed like our focus was paying off: Monthly organic sessions skyrocketed. However, we’d lost sight of the quality of those users… and leads and signups weren’t following sessions.”

So, while you’ll want to know what your organic traffic is doing and how it’s trending, it’s important to use the other SEO KPIs on this list in addition.

2. MRR-based metric.

Paired with your organic traffic, you should measure a monthly recurring revenue (MRR) based metric.

So, what does that mean?

According to Frost, “I recommend SEO teams pair organic traffic with one or two MRR-based metrics (if possible). You can figure out which MRR-based metrics are the right ones by talking to leadership and/or the other team(s) you support. What numbers do they care about? How does organic traffic feed into those numbers?”

A few examples include:

  1. Organic search
  2. Demo requests


  1. Organic search
  2. Purchases


  1. Organic search
  2. Percentage of chats that convert into customers

For HubSpot, we track content leads and user signups in addition to organic traffic.

Frost says, “If all three of those metrics are trending in the right direction, we know we’re generating the right type of traffic.”

Paid Search KPIs

3. Cost-per-click (CPC).

Cost-per-click (CPC) is the amount that you’ll pay for each click on your ad. You set your CPC at the maximum price you are willing to pay per click on your ad. What you actually pay is determined by the following formula: (Competitor’s Ad Rank / Your Quality Score) + 0.01 = Actual CPC.

Victor Pan, a principal marketer and technical SEO at HubSpot, says, “When you’re just starting to grow organic traffic and you just don’t have the full picture on what the return on investment will be, the average cost per click is a great KPI to use as a temporary replacement for average organic traffic value. For example, if there’s an average of 2400 searches for X/year and the average CPC is $20, then you can make projections on the advertising value gained from capturing …read more

Source:: HubSpot Blog


The State of B2B Influence Marketing – Top 10 Insights for 2021

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By Lane Ellis

Lee Odden B2B Influencer Marketing

Lee Odden B2B Influencer Marketing

What does the state of B2B influencer marketing look like now and in the future? How can B2B brands start a successful influencer program? Why is it more important than ever to approach B2B influencer marketing with an always-on influencer strategy?

Many of these questions are answered in the 2020 State of B2B Influencer Marketing Report and yet we all know the complexity and opportunity combination of influencer marketing requires further exploration. Luckily Jason Falls connected with our CEO Lee Odden for a podcast interview to explore  the answers to these questions and more, along with his most recent B2B influencer marketing insight.

After listening to the podcast, I’ve pulled out 10 of the most compelling insights about the state of B2B influencer marketing to help inspire your success in 2021 and beyond.

1 – B2B Influencers Are Credible Voices Throughout The Customer Lifecycle

B2B purchases are a journey, and there is a long cycle of education and content consumption that occurs as brands or buyers educate themselves about possible solutions and how they might work for their company.

When you talk about end-of-funnel activities, where you’re looking for increasing purchase intent, increasing order volumes, and acceleration through the sales cycle — things like that — the explicit advocacy of a subject matter expert in the form of an industry influencer can definitely facilitate these.

The credible voices of B2B influencers play a role throughout the entire customer life cycle.

It’s important to identify the topics of influence that are representative of how the brand wants to be known — topics that customers actually care about — and find the people that can represent those ideas and values.

[bctt tweet=”“The credible voices of B2B influencers play a role throughout the entire customer life cycle.” @LeeOdden” username=”toprank”]

2 – Digital Influence Is Heightened During The Pandemic

The ability to influence doesn’t just exist in a digital world, but with the pandemic, for B2B it’s more digital now than it ever was before. There are opportunities now to connect with people who may be more offline influencers, however the bulk of digital marketing that’s occurring in the B2B space is online, and the signals of credibility that people are using to determine whether someone is relevant or interesting to them tend to be digital.

A holistic approach is important, including the use of tools, including Traackr, which is both a B2C and B2B platform. A tool is only as effective as the expertise of the person using it. It is up to the expertise of the users as much as it is about the platform, because the data is agnostic in terms of B2C or B2B — people are either publishing or they’re not.

The content they’re publishing is either topically relevant or it’s not, and the topics they are publishing are either resonating or not. These can be identified by engagement activities, and by whether messages are propagating and …read more

Source:: Top Rank Blog


‘Show we’re listening’: Why agencies are lending office furniture, offering WiFi stipends to employees as new pandemic-era perks

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By Kristina Monllos

This article is part of the Future of Work briefing, a weekly email with stories, interviews, trends and links about how work, workplaces and workforces are changing. Sign up here.

This past summer, employees at Chicago-based ad agency OKRP were told they could take their chairs, stand up desks and large screen computer monitors home on loan. With working from home the norm for the foreseeable future, the agency’s leadership realized that instead of sitting unused, the shop could lend employees equipment and furniture from the office to help improve employees’ work from home set ups.

“Many took us up on the equipment loaners,” said Rahul Roy, COO at OKRP. “People seem to love that. We handed out a bunch of desks and chairs.”

The agency also added a new perk: Employees who wanted to upgrade their home WiFi could do so and OKRP would foot the bill via a new stipend. OKRP isn’t alone in thinking about new perks or ways to help upgrade employees’ home offices. Other agencies like Marcus Thomas, Innocean and Eleven have either told employees to take office furniture or offer stipends to employees to better their work spaces.

Rethinking perks to include ways to make working from home better for employees is necessary, according to agency leaders, who say that even after the pandemic is finally under control — whenever that may be — employees will likely opt for a hybrid model of in-office and remote work. That means, how comfortably employees are able to work from home will matter more to managers that allow employees to do so going forward.

“Even past the pandemic, we realize that people are going to want to work from home a couple days a week or maybe permanently,” said Scott Chapin, COO of Cleveland-based independent creative agency Marcus Thomas. Aside from allowing employees to take office furniture home, the shop allocated a new $200 stipend for people to “buy whatever home office gear they might need,” said Chapin.

Adding a stipend to be used on sprucing up a home office set up or getting better WiFi is a way for agencies to “show we’re listening,” said Kirk Guthrie, svp and executive director of HR at Innocean. Early on the shop allowed employees to take office equipment and furniture home. Last week, Innocean issued a new stipend of up to $200 for employees. “We’ve all had our struggles with the internet,” added Guthrie. “This might afford someone the opportunity to upgrade their internet. Every little bit helps as you’re thinking about this.”

Given the likelihood of employees leaning toward a hybrid in-office and remote work set up in the future, Marcus Thomas leaders are trying to figure out “what the office of the future looks like,” said Chapin. “We’re doing experiments with multiple cameras and TVs to make it socially distanced, but feels like everyone is together. We’re figuring out how to re-engineer a conference room that can work well for the …read more

Source:: Digiday


‘This is a tricky job for humans’: How Meredith used AI and contextual data to build Campbell’s a new campaign

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By Kayleigh Barber

We all remember the run on toilet paper and cleaning products that happened in the early days of the coronavirus crisis in March, but at that time, people’s shopping and consumption habits around food changed too.

Pantry items flew off shelves as restaurants closed and people realized they would be cooking from home for most of their meals. And e-commerce for groceries became more popular than previously imagined.

Campbell’s Soup took note of this change. During the ANA Masters of Marketing Conference last week, the company’s vp of global media and marketing services Marci Raible said in a conversation with Corbin de Rubertis, svp of innovation at Meredith that it made her team rethink Campbell’s marketing strategy.

“Shopping behaviors were dramatically different. In March, a lot of people were stocking up on pantry items. Then in April and May, fatigue set in,” said Raible.

Tracking all of this, she said her team realized that their ads needed to provide comfort in addition to utility and relief from pain points. But those pain points varied wildly across the country as some consumers had the ability to do more in-store shopping while others were trying to avoid grocery stories as much as possible.

And there were also differences in the types of foods that people were looking for based on factors like region and weather to others wanting healthier alternatives to comfort foods.

“This is a tricky job for humans. Analysts computing all of the possible combinations of these variables and signals is largely impossible,” said de Rubertis. So his team created a solution using artificial intelligence and hyper-contextual data to continually optimize a series of display ads that featured Campbell’s branding.

“It can’t be a one-size-fits-all strategy,” Raible said. And a media partner like Meredith was able to provide the contextual data about its audience’s appetites for different recipes and foods in order to keep its advertising campaigns relevant.

Meredith and Campbell’s have had an on-going advertising relationship for several years, but this recent iteration of the partnership included creating new technology built to use Meredith’s taxonomy database of contextual data about what the intentions of users who land on any given page. Because of that, the campaign didn’t require data about the individuals outside of their broad location.

“As the pandemic set in, advertisers looked for ways to get closer to their consumer—and to aggregate their own first party data,” said Bre Rosetti, chief strategy officer at Havas Media Boston + Arnold. “That’s always been critical, but it’s even more important at a time when people are developing new habits and trying new brands. Retailers who own their sales channel are better poised to manage the customer experience, inventory and pricing strategies.”

The creative that sprung from the partnership were simple 300×250-sized digital display ads that took two approaches, either displaying popular recipes targeted for people in specific areas or product carousels for ingredients to make a meal using Campbell’s products, the latter of which included an e-commerce component. …read more

Source:: Digiday


HTTPS Is Table Stakes for SEO in 2020

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By Dr-Pete

Posted by Dr-Pete

Back in the spring of 2017, I wrote that HTTPS results made up half of page-one Google organic URLs. In over three years, I haven’t posted an update, which might lead you to believe that nothing changed. The reality is that a whole lot changed, but it changed so gradually that there was never a single event or clear “a-ha!” moment to write about.

Now, in the fall of 2020, HTTPS URLs make up 98% of page-one organic results in the MozCast 10,000-keyword tracking set. Here’s the monthly growth since April 2017:

There was a bump in HTTPS after October 2017, when Google announced that Chrome would be displaying more warnings to users for non-secure forms, but otherwise forward momentum has been fairly steady. While browsers have continued to raise the stakes, there have been no announced or measured algorithm updates regarding HTTPS.

I scoff at your data!

So, why am I writing this update now? While the MozCast 10,000-keyword set is well-suited for tracking long-term trends (as it’s consistent over time and has a long history), the data is focused on page-one, desktop results and is intentionally skewed toward more competitive terms.

Recently, I’ve been gifted access to our anonymized STAT ranking data — 7.5M keywords across desktop and mobile. Do these trends hold across devices, more pages, and more keywords?

The table above is just the page-one data. Across a much larger data set, the prevalence of HTTPS URLs on page one is very similar to MozCast and nearly identical across desktop and mobile. Now, let’s expand to the top 50 organic results (broken up into groups of ten) …

Even at the tail end of the top 50 organic results, more than 92% of URLs are HTTPS. There does seem to be a pattern of decline in HTTPS prevalence, with more non-secure URLs ranking deeper in Google results, but the prevalence of HTTPS remains very high even on page five of results.

Does this increase in HTTPS prevalence at the top of the rankings suggest that HTTPS is a ranking factor? Not by itself — it’s possible that more authoritative sites tend to be more sensitive to perceived security and have more budget to implement it. However, we know Google has stated publicly that HTTPS is a “lightweight ranking signal”, and this data seems to support that claim.

You can’t make me switch!

I don’t know why you’re being so combative, but no, I can’t really make you do anything. If you’re not convinced that HTTPS is important when 97-98% of the top ten organic results have it, I’m not sure what’s left to say. Of course, that’s not going to stop me from talking some more.

When we focus on rankings, we sometimes ignore core relevance (this is a challenge in large-scale ranking studies). For example, having relevant keywords on your page isn’t going to determine whether you win at rankings, but it’s essential to ranking at all. It’s table stakes — …read more

Source:: Moz Blog


4 Differences Between Creative and Marketing Agencies

Home » Archive by Category "Digital Marketing"

By Neil Patel

Do you need a creative agency or a marketing agency?

Look at the most successful companies today, and you’ll see the magic of both agency types at play.

Take Apple for example.

Apple’s marketing believes that design and utility are just two of the reasons behind Apple’s success and certainly give it a competitive advantage.”

But drill down to Apple and its individual products’ success in the market spaces they compete in, and you’ll see that design alone doesn’t do the magic.

Marketing is just as important.

Apple drives growth with a marketing mix that does an excellent job to create raving fans even before product launches. And the overall sales it commands from its products is a direct result of the company’s marketing strategies.

In other words, to drive and sustain its growth, Apple uses creative agencies. But before their product launches, they leverage the expertise of marketing agencies.

This is the difference between a creative agency and a marketing agency.

What is a creative agency?

According to Column Five Media:

“A creative agency is a term for an agency that offers a variety of services that fall under the umbrella of marketing and advertising. Basically, if you need any type of creative strategy, work, or promotion, they can help you get it done.”

Column Five Media is a creative agency that has worked with Intuit, eBay, Google, Facebook, and dozens of other global brands.

Take a second to look at the definition of a creative agency by Column Five Media, a creative agency, and what does it reveal to you?

It clearly shows that even a wildly-experienced creative agency admits that its services, or any creative agency’s services, fall under the umbrella of marketing and advertising.

This definition should tell you something:

A creative agency helps to illuminate the advertising and marketing strategy execution of a company through appealing designs and other forms of creative work.

What is a Marketing Agency?

Like Column Five Media, my agency, Neil Patel Digital, has also worked with global brands such as Google, eBay, Intuit, Facebook, and dozens of others:

Here’s how I define a marketing agency:

“A marketing agency is a business that researches, strategizes, brands, and promotes a company’s products or services. Ultimately, marketing agencies partner with a company to develop, manage, and execute its marketing strategy to achieve defined business goals.”

As you saw in Apple’s example, design and utility (mostly brought to live by creative agencies) play an essential role in making products more appealing to users.

But the identification of those users, understanding what design choices will appeal to them, the messaging that’ll resonate with them, how, where, and when to reach them for the most impact comes first.

That’s why I say that marketing (mostly achieved with a marketing agency) is what engineers and sustains a company’s growth.

Hence, while creative agencies help to illuminate marketing ideas, marketing agencies strategize, create, and deliver the right content to the right …read more

Source:: Kiss Metrics Blog


Working With a Digital Marketing Agency Vs. Hiring In House

Home » Archive by Category "Digital Marketing"

By Neil Patel

If you are looking to scale up your marketing, you will need talented people that can take charge of and execute your strategy.

But should you build your own in-house marketing team or hire an agency partner?

There are compelling reasons for both, and it mostly depends on your situation.

Read on to find out which decision is better for you.

The Benefits of Working With a Digital Marketing Agency

Digital agencies are companies that help other businesses perform a specific function such as marketing, development, or design.

They act as a substitute for an in-house team, serving the same labor function but outside of the organization.

They typically specialize in certain areas, depending on how big their team is and what expertise they have.

Other ways to think about digital agencies are as an outsourced team or in some cases a group of freelancers working together.

Here are the benefits of working with a digital marketing agency:

Deeper Expertise

Digital marketing agencies are more likely to have deeper expertise when it comes to a specific role or industry. This is because they most likely specialize in a certain area or have worked with clients in your space before.

  • Specialty – Most agencies specialize in one or two things, such as content marketing or performance advertising. Combined with the fact that they provide these services to multiple clients, it is likely that any given agency has a high level of competence and expertise in their domain.
  • Industry insights – Agencies can work with dozens of clients at a time. Chances are, they’ve worked with a company in a similar situation or industry as your own.

Diverse Skills

When you hire an agency, you are not just hiring one person. You are hiring a whole team and their network, which can sometimes be ten or more people.

Although you may be hiring an agency to help you with SEO, you may find that they have team members that can help advise on producing content or even designers that can help improve your user experience.

This provides benefits such as:

  • More perspective – A diverse team can help solve problems faster. Diversity allows teams to see things from different perspectives and come up with creative solutions.
  • Flexibility – It may be the case that you need to expand into a different marketing channel or adapt your strategy based on a changing environment. Agencies give you more flexibility with your strategy, so if social media isn’t working you can easily change to something else.


Scaling a business isn’t easy. Two of the key challenges that come with scaling are getting the right talent and getting enough new customers.

Using the right digital marketing agency can help alleviate these two key scaling challenges.

On the talent side, you won’t need to think about having to find and hire senior marketing people. You won’t have to build out a management structure for that department either.

When …read more

Source:: Kiss Metrics Blog


How to Work With a Consultant: The Ultimate Guide

Home » Archive by Category "Digital Marketing"

By Neil Patel

While looking through your business objectives, you suddenly feel your organization needs to shake things up a bit. Unfortunately, your in-house team doesn’t have the required expertise to push through change.

So what do you do?

Hire a consultant, hands down.

A consultant can provide your company with specialized knowledge to help solve specific problems, allowing you to gain a competitive advantage.

In a nutshell, they can give you expert opinions, analysis, and recommendations that can help ensure a more objective-based approach to grow your business and maximize sales – all at the same time.

Plus, an outsider’s perspective can likely improve strategizing and troubleshoot problems effectively too.

Our team at Neil Patel Digital has compiled the ultimate guide below to help you understand the nuances of working with a consultant for the best results.

Let’s start by reviewing how you can find the best consultant for your company.

How to Find a Good Consultant – Getting the Interviewing Process Right

Let’s face it: None of us know everything about growing and managing a business.

The scope is big, and covering every part of the syllabus isn’t possible.

Hence, it makes perfect sense to seek the counsel of experts who are right for you and your business.

And no, no one is going to judge you because you can’t solve your problems, whether it’s reducing expenses or creating an audience for new market entry.

When hiring a consultant, make sure you follow these five simple and important guidelines:

Person of the Highest Character

A good consultant must have an unimpeachable character and be a thorough professional who is willing to put the best interests of your company ahead of their own.

For instance, they must be willing to tell clients things they need to hear but may not want to – even if it means losing business. Ever ready to put their best foot forward, the expert should deeply care about helping their clients achieve their business objectives.

Experience and Expertise

The only way that a good consultant can meet challenges and identify opportunities is when they have years of experience and expertise to create effective strategies.

The consultant doesn’t need to know your company or industry niche, but they should have the relevant knowledge to understand what to do next to enhance campaign efficiency and deliver results.

Additionally, they should have applicable certifications and technical knowledge. So if you want to launch paid campaigns, find out whether the prospective consultant has the niche-specific qualification.

For instance, a Facebook ad consultant should know how to use Facebook Pixel, Facebook Ad Manager, and Power Editor. On the other hand, an AdWords consultant should be Google AdWords-certified and know how to improve ad Quality Score.

Creative Problem-Solving Skills

If there is one thing your consultant should be, it‘s an outstanding problem solver.

After all, the whole point of hiring a consultant is to solve specific pain points, along with taking advantage of opportunities.

Most of this is highly dependent on the mentality and excellent analytical skills to create and synthesize campaigns or business processes. Consultants have to be quick and effective …read more

Source:: Kiss Metrics Blog


12 Expectations to Consider When Engaging a Digital Agency

Home » Archive by Category "Digital Marketing"

By Neil Patel

Hiring and working with a digital agency comes with a lot of considerations.

Not only will you need to think about how to appropriately vet a digital agency, but also what the working relationship will look like.

In order to ensure that you are getting the most out of your digital agency – and that you aren’t driving them crazy – consider these factors.

1) Proposal and Strategy

When you are initially engaging with a digital agency, you should expect to receive some form of value upfront before you invest in their services.

This can take different forms such as:

  • Proposals – The agency you are speaking with should at the very least prepare a presentation in regard to strategy and execution.
  • Test project – In some cases, it may be worth hiring the agency for a test project initially. This works better with some services such as content, but not so much with something like SEO, which takes longer.
  • Audit – Agencies may provide you with a free audit, such as things to optimize with your technical SEO or how to improve your design.

Getting value upfront will help you evaluate the expertise of the agency and demonstrates that they are serious about helping you.

2) Niche Speciality

Any agency you engage with should ideally have experience working with other clients who are similar to you in terms of both your specific needs and the market you operate in.

  • Market – Not all markets are the same and need different strategies. A B2B company selling machinery parts will need a completely different approach to ethical fashion brands in terms of marketing channels, messaging, and sales cycles.
  • Marketing channel – Your digital agency should also have real experience with whichever marketing channel is best suited to you. Remember that you are competing for customers in each channel, so you need somebody who knows the nuances that will allow your message to stand out.

3) Contracts

Understanding the legal side of your relationship with your agency will ensure that you don’t have any nasty surprises.

When you sign a contract with an agency, here are some things you should expect:

  • No guarantees – Naturally, an agency will likely do their best to ensure that you get results. However, you will never find an agency that will guarantee a set of results in the contract. Although they may be competent, there is no way they can know for certain they’ll get you results.
  • Fixed period of time – Most contracts are agreed on for a fixed period of time, e.g 3 months. This means that you won’t be able to simply cancel the agreement once you get started, unless there is a clause allowing you to do so.
  • No responsibility – An agency doesn’t hold the responsibility for any damages your brand may incur through their marketing activity. This is one of the reasons why you need to be prudent when evaluating different …read more

    Source:: Kiss Metrics Blog


How to Create Your First Website Like a Pro

Home » Archive by Category "Digital Marketing"

By Neil Patel

Disclosure: This content is reader-supported, which means if you click on some of our links that we may earn a commission.

You’ve decided to create your first website—great! I’m going to teach you to set up your site like you’ve done this thousands of times before.

What You Should Know About Starting a Website

In order to get your website online, you will need a domain name and a web host.

  • A domain name is where people access your website. For QuickSprout, that would be (also called a URL, the technical component of a domain name).
  • A web host is a business that you pay to provide storage for all of your crucial website data.

Bluehost allows you to buy and register both a domain name and hosting plan.

What If I Want a Free Website?

You can start for free at

To use the free plan, you will not need to register a domain name or choose a web hosting provider since your website will automatically be generated as a sub-domain of For example, if you wanted to start a blog about vintage teacups, your URL could be

If you’re in this for the long haul, keep in mind that your audience will be much more likely to trust your brand if you own your domain name (i.e. Investing in domain registration and hosting is the first step towards growing an independent business.

A Step-by-Step Guide to Creating Your First Website

Ready to get started? These 8 steps will walk you seamlessly through the process from sign-up to beginner content building so you won’t have to worry you’ve left anything out.

Step 1: Consider your website goals

Do you intend your website to be a portfolio of your work? A niche blog? An eCommerce site? You can do all of this and more via WordPress, which opens up the world wide web of possibility with its full-powered CMS.

How do you want to be known by your audience? That’s your business name.

And how do you want them to reach you? That’s your domain name.

Since your domain name will be a major face of your business, you’ll want to put some good thought into it.

A strong domain name serves your business goals by referencing your product or service. It should be catchy, memorable, and easy to type. Try for shorter rather than longer names where possible.

How can you come up with the right name?

Let’s take the two businesses we’re working with in this guide as an example.

WordPress is short, iconic, and evokes images of text (“word”) and potentially a printing press (“press”). It’s clear that their business model is based on sharing content.

Similarly, Bluehost includes the word “host,” suggesting they are a web host provider. The combination of “blue” and “host” is simple and catchy.

Both names are highly brandable and easy to remember.

Step 2: Choose your Bluehost plan

The benefit of hosting on Bluehost rather than just is that Bluehost takes care …read more

Source:: Kiss Metrics Blog


How to Find Specialized Marketing Agencies

Home » Archive by Category "Digital Marketing"

By Neil Patel

You’re experiencing slight pain in your chest.

So you visit a general care physician who performs a series of quick tests.

Based on the results, they offer you general advice, but in the end, they refer you to a cardiologist to look into the issue in more detail.

This is a fairly common practice in medicine.

You start seeing a general practitioner, and when things go beyond their expertise, you go to a specialist who has the knowledge as well as equipment to handle your situation better.

Business is no different. More so, marketing.

While you’ll find several end-to-end marketing agencies, it’s nearly impossible to get results without specialized knowledge – something that specialized or “niche“ marketing agencies offer.

Not only are they able to identify and address your unique pain points, but they can also make your business operations more effective.

In this guide, our team at Neil Patel Digital has outlined some vital tips to identify and hire specialized marketing agencies, as well as help you understand how these agencies fare when compared to an end-to-end agency.

How Specialized Marketing Agencies Guarantee Success?

Specialized agencies, with their high skill set in a specific niche, can identify opportunities for success and analyze problems with great precision and detail within any given marketing campaign.

They bring specialized depth and focus into the service offering, which allows them to see potential issues that can be missed by others as well as provide creative ways to implement solutions.

An important thing to note here is that specialized marketing agencies go beyond their deliverables. You can enhance your marketing efforts by correctly leveraging the strategic insights, experiences, and partnerships offered by them.

Due to the greater level of detail and expertise, there is a higher possibility for you to maximize your company’s marketing ROI.

Precisely why you need to think of ways to strategically align your agency partnership that brings your company maximum value.

How to Identify and Hire the Best Specialized Marketing Agency for Your Company?

Before signing up for an agency, ask yourself the following questions:

  • Is your company generating sufficient marketing leads?
  • Are all your marketing plan elements being carried out efficiently?
  • Is it possible for you to employ new staff to improve your marketing activities? Does your current budget allow it?

If even one of these questions raises concerns, you should go ahead and consider working with a specialist marketing agency.

But… hiring the right agency isn’t going to be easy.

It needs patience, along with practice and some good ol’ trial and error.

Here are a few tips to help you find your next marketing mastermind:

Determine Your Business Objectives and Desired Outcomes

Specialized agencies cater to the specific needs of businesses.

These agencies generally specialize in one or two areas. Hence, the first step of choosing the right specialized marketing agency is to know your business goals and what you want to achieve by working with the agency.

Let’s consider an example to help you understand this better: creating a series of marketing videos.

You want to improve your social media presence and boost engagement on your …read more

Source:: Kiss Metrics Blog


‘Shopping patterns will feel longer and flatter’: Gap’s CMO on preparing for holiday campaigns

Home » Archive by Category "Digital Marketing"

By Gabriela Barkho

This article was reported on — and first published by — Digiday sibling Modern Retail.

Like much of the retail industry, Gap has had an eventful year leading up to the holiday season.

In between shutdowns, implementing curbside pickup and store re-openings, the clothing retailer has been forced to make adjustments in how to market its apparel. This has included placing emphasis on casual loungewear as Americans began to work from home, as well as navigate planned seasonal campaigns.

This week, the parent company announced the closures of hundreds of stores in the coming years, in favor of focusing on e-commerce and off-mall locations. The quarterly earnings also had some bright spots, including the growth of online sales, which increased by 95% with the help of 3.5 million new customers. And by 2023, the company expects to have almost 80% of revenue coming in from e-commerce and off-mall locations.

“It’s an incredible time to be a marketer,” Gap’s CMO Mary Alderete, who joined the brand from Gap Inc.’s Banana Republic in February, said. “Everything you thought you knew or had in your tool box has been thrown out the window.” Alderte spoke to Modern Retail about the upended marketing calendar and the retailer’s plans to lean into the extended holiday season this year.

This interview has been edited for length and clarity.

How has the marketing strategy changed since you joined Gap a few months back?
Like many, we’ve been trying to connect to the consumer in relevant ways. The whole strategy has been evolving since March and continues to do so. All of a sudden, as a retailer, you can’t just be out there hawking chinos. But people are also fatigued with everything weighing on them, including an election, Black Lives Matter and coronavirus, of course.

This fourth quarter differs from others in many ways. How do you balance marketing goods at a time when retailers are struggling, while keeping sensitive to the current climate?
It’s still the most commercial quarter of the year. So from a messaging point of view, we’re trying to stay the course. Advertising this time of year has always been about sparking optimism and magic. This year, that’s more important than ever. The campaign that debuted this week, which we began planning in February, focuses on leading with core values. That’s only become more relevant as the pandemic continued.

From a business standpoint, we want to achieve several things. First is adding value beyond discounts. This means removing friction for easier and safer shopping, including in-store and curbside pickup, which only started in August. Lining up all that technology isn’t easy, so we’re constantly working to communicate the available services. And the third is having a charitable give back component, so that we’re not just pushing out content.

How are you navigating this elongated holiday campaign from October through December?
The challenge has been attempting to get past Halloween and the election before kicking things off. But by August we realized, both via search data …read more

Source:: Digiday


What is a website taxomomy?

Home » Archive by Category "Digital Marketing"

By (Flori Needle)

flat taxonomy website structure representational diagram
While scavenger hunts can be fun, users don’t want to frantically search through a website to find answers to their questions. They want them quickly, and they want them to be easy to find.

The structure users want is called taxonomy. Scientifically, a taxonomy is a classification scheme that dictates how things are organized and classified based on their characteristics.

A website’s taxonomy can dictate the user experience, and can also influence search engine rankings. This post will go over what a website taxonomy is, and give you the resources to create a successful organization system for their site.

Website taxonomy is also related to URL structure, which is how URLs are organized to reflect content within specific site pages. Every website domain stays the same for every URL address, but subdirectories and URL slugs change as page content gets more specific.

For example, say your website’s primary domain is

Your taxonomic structure will include subdirectories within your domain that are relevant to the page’s content. So, if your samplewebsite has a ‘Contact’ or ‘Announcements’ page, the URLs would change to reflect the information displayed on each page. The URLs for these pages would be and, respectively.

Why is a website taxonomy important?

A well-planned taxonomy can transform how users interact with your site, especially when your content is organized logically. If users can get to your site and find what they’re looking for, they’ll view you as a reputable source and they’ll stay longer.

Websites that don’t have a specific structure tend to be difficult for people to understand. In fact, an average of 38% of site visitors will leave a site if it’s poorly organized.

A carefully crafted taxonomy is also crucial for search engine optimization (SEO), as a taxonomic organization is easier for search engine bots to recognize as they analyze and index your site.

Let’s put all of this in context with a hypothetical website. Say you own Since you know that your visitors are coming to your site for specific recipes, you want to set up categories that help them find what they’re looking for as quickly as possible. If they’re looking for desserts, for example, they likely want to find those recipes through the corresponding category page, not by browsing through a list of unrelated meals.

The URL for this page would be A user knows what they’ll find within this subcategory of recipes. For search engine bots, the URL subdirectory helps them understand what the page is about and when they should show the page in search results.

Best Practices for Creating a Website Taxonomy

Ultimately, you want both users and search bots to understand your site. You don’t want them to be bombarded with content that isn’t going to fulfill their needs. While it may seem clear cut, various factors go into creating a successful website taxonomy.

Know your audience.

Just like all types of marketing, the key to …read more

Source:: HubSpot Blog