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How to Come Up With a Brand Name [+Where 3 of Our Favorites Came From]

Brand Experience
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How to Come Up With a Brand Name Coming up with a brand name is one of the most important steps in starting a business. A well-thought-out name can propel your company forward, and the wrong name can become a marketing nightmare. Where would Amazon be today if it stuck with its original name, Cadabra? Oftentimes, founders think they know what makes a good brand name. But choosing a vague reference or visionary ideal (like Cadabra) for a name can confuse customers. Naming a brand isn't as simple as creating a made-up word or picking a name that looks great on paper. Fortunately, setting up a brand naming process can ensure your name is relevant, memorable, and meaningful. It helps you select a name that catches people's attention and is easy to remember, which makes marketing, sales, and brand awareness that much simpler. To help your business become a household name, we'll explore how to come up with a brand name, cover brand naming guidelines, outline a brand naming process, and share examples of how popular companies decided on their brand names. What Makes a Good Brand Name A good brand name is a blend of creativity and strategy. It highlights your company's mission, vision, and values while showing off personality and creativity. Josh Reeves, the CEO of Gusto, put it best when describing how his team came up with the company's name. "Choosing your name…will power everything else forward – the visual design, the way you message...

3 Tests Our Content Team Ran in 2021 & How They Impacted 2022 Planning

Content Planning
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3 Tests Our Content Team Ran in 2021 & How They Impacted 2022 Planning 2021 was a big year for the HubSpot content team. Our team grew, we faced challenges, and we had some fun with experiments. Experiments can teach you a lot about your audience and help you unlock growth opportunities. Here are some experiments we ran in 2021 and what we learned from them. Conversion Rate Optimization In January 2021, the web strategy team decided to run a form optimization experiment to understand how altering our forms would affect our users, ahead of a blog redesign. When evaluating the current form, the team found that it was breaking several best practices relating to user experience (UX). For instance, the form used asterisks when all fields were required and users were unable to tab through the fields, taking longer to go through the form. This issue with the UX was further validated with high dropoff rates on offer pages. This meant that a secondary goal was clear: Improve the user experience of the forms on our content offer pages, which would then improve our conversion rate. With every experiment comes a hypothesis and this one had two, one for each goal: By redesigning the forms, we will learn the best approach to form design ahead of the blog redesign. By optimizing content offer forms’ design and functionality, we will improve the user experience and increase user clarity, which will lead to an increase in...

12 Best Pricing Page Examples To Inspire Your Own Design

Website Design Examples
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12 Best Pricing Page Examples To Inspire Your Own Design Your pricing page is a prime opportunity to take control of the price conversation and make it even easier for people to buy. Searching for a product’s price is a natural part of a customer's buying decision. The majority of people who have made it down the funnel far enough to consider buying from you will likely look at your pricing page. What does a great pricing page look like? To inspire you, we break down the must-haves of a good pricing page and share the best examples of pricing page design. Check them out below. What makes a great pricing page? If your pricing page isn't well-designed and user-friendly, you risk losing people before they click the “Buy Now” button. You'll notice the best pricing pages have clean layouts, use simple language that speaks to the customer, and aim to inspire trust between the business and the user. Let’s take a look at the must-have features of a high-performing pricing page. User-Friendly Layout The best pricing pages are easy for users to navigate. This doesn’t mean you need to design your pricing page in the same way you would a landing page, which are often pared down for the purpose of getting a form submission. You can still include plenty of information in your pricing page, but the fonts, colors, links, and buttons must be easy to follow with the eye. Even if you have multiple products...

The Quick & Easy Guide To Freezing Rows in Excel

Excel
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The Quick & Easy Guide To Freezing Rows in Excel Without freezing rows or columns in your Excel spreadsheet, everything moves when you scroll through the page, as shown in the gif below. This can be frustrating if you can’t always see key data markers that explain what data is what, like column headers or row titles. As with many things on Excel, there are tricks that help you make your spreadsheets easier to read, like the freeze function. In this post, learn how to freeze rows and columns in Excel to ensure that, when you scroll around, you’ll always be able to view the key data points that matter most. How to Freeze a Top Row in Excel The image below is the sample data set I’ll use to run through the explanations in this piece. 1. To freeze the top row in an Excel spreadsheet, navigate to the header toolbar and select View, as shown in the image below. 2. When the View menu options appear, Click Freeze Top Row, outlined in red in the image below.   Once selected, everything in the top row of your Excel spreadsheet (row 1) will be frozen, and you can scroll up and down in your spreadsheet, but the top rows won’t move, as shown in the gif below. How to Freeze a Specific Row in Excel While excel has native functions for freezing the top row of a data set and the first column of a data set, there...

The Ultimate Guide to Performance Management: 5-Step Process and Best Practices

Human Resources
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The Ultimate Guide to Performance Management: 5-Step Process and Best Practices Peter Drucker once described customers as the "most important stakeholders." While this may be true, your customers are dependent on one thing. No, it’s not your product (though that’s definitely important). It’s actually your employees. Without your employees, products won’t get made, customers won’t learn about those products, and there will be no one there to sell or deliver those products, or provide customer service to them after they’ve purchased. While your customers may be your most important stakeholders, in a business or organization, your employees are your biggest asset. Their performance, mindset, attitude, and loyalty can make or break your company's performance and determine whether or not you will have any customers to sell to. Because of this, you will want to ensure that your employees are meeting expectations, and improving in necessary areas. Performance management aims to foster the best possible employees so your organization can thrive well into the future. What is performance management? Performance management is a process that allows managers to assess their employees’ work and support of business objectives. The goal of performance management is to track and improve the skills employees need to perform their necessary job duties. Elements of performance management include giving performance appraisals, utilizing key performance indicators (KPIs) and management dashboards, peer review, 360-degree feedback (multiple individuals from managers to subordinates assist), and the use of employee management software. A similar term, performance appraisal, also focuses on goals...

3 Types of Competitors to Watch (+ How to Find Them)

Conducting Market Research
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3 Types of Competitors to Watch (+ How to Find Them) According to a 2020 survey, most businesses have an average of 29 competitors. Do you know who yours are? All businesses have competition — and knowing yours is key for innovating your products, services, and marketing strategies. But identifying the competition isn't always obvious. Some are direct, while others may take more time to uncover. Here, we'll cover the three types of competitors to watch, and five ways to identify them. 3 Types of Competitors in Business 1. Direct competitors. A direct competitor probably comes to mind when you think of your competition. These are businesses offering similar (or identical) products or services in the same market. They also vye for the same customer base. Some famous examples of direct competitors include Apple versus Android, Pepsi versus Coca-Cola, and Netflix versus Hulu. But direct competition isn't exclusive to well-known national or international brands. Two shoe stores in a rural town are direct competitors. So are a handful of realtors servicing one area. Digital companies also see direct competition. For example, after the success of Twitter’s Periscope app, Facebook pivoted its focus to live video to keep up. Since direct competitors sell similar products in a similar manner, this type of competition is often a zero-sum game — meaning, a customer that buys a competitor's product won't buy yours. For example, if you buy a hamburger at McDonald's, it's not likely you'll swing by Burger King to buy another...

What is the LinkedIn Pixel — and How Does it Work?

LinkedIn Marketing
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What is the LinkedIn Pixel — and How Does it Work? Social media platform LinkedIn has more than 800 million members, and has carved out a niche for itself among giants like Facebook and Twitter for its ability to connect job seekers and employers across the globe. Less talked about, however, is the potential of this work-focused networking site for marketing, advertising, and sales opportunities. While it’s true that the primary purpose of LinkedIn is streamlining employment and recruitment efforts, the platform also supports more social connections and in turn, opens the door for targeted campaigns that speak to the needs of its specific user base. The challenge? Measuring the impact of these efforts. Sure, visitors might see your ads on LinkedIn, but what then? How do you know if they subsequently stopped by your website, signed up for your newsletter, or actually made a purchase? This is the purpose of the LinkedIn Insight Tag, more commonly called the LinkedIn Pixel. Here’s what you need to know about what it is, what it does, how it works, and why it matters for your website. Worth noting? This isn’t a piece of third-party code — it’s provided by LinkedIn directly and is designed to streamline the process of connecting ads campaign data with LinkedIn user information. According to the platform’s official LinkedIn Insight FAQ, the tag shouldn’t impact website performance since it’s both lightweight and designed to load asynchronously with other web elements to reduce resource demands. In effect,...

Employee Experience: What It Is and How to Improve It

Human Resources
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Employee Experience: What It Is and How to Improve It From the moment someone applies for a job, to the moment they send their resignation letter to leave the company, they’ll experience plenty of connections and moments that determine their employee experience. Employee experience (EX) is not far from customer experience (CX). Just as a stellar CX drives loyalty and revenue, an excellent EX attracts top employees and increases employee engagement, commitment, and productivity. Many employers know how important it is to improve the EX to adapt to a post-covid reality and to reduce employee turnover and address employee engagement challenges. But there’s still work to do in employee experience to ensure it becomes a critical part of every business’ strategy. What is employee experience? In short, employee experience includes all of the touchpoints people come across when they work for an organization. This includes hiring, onboarding, performance management, and day-to-day interactions. Improving the EX is a top priority for employers. However, few have developed an EX strategy that tackles all of the challenges of working in a post-pandemic world. An article by the Harvard Business Review points out that 4 million Americans quit their jobs in July 2021 alone, and resignations have been abnormally high for the last several months. As a result, 92% of companies say they will prioritize EX enhancements over the next three years in an effort to prevent further resignations. This figure is up from 52% before the pandemic. Why Employee Experience Matters The...