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How to Make the Perfect PPC Landing Page (+ Examples)

PPC
December 16, 2023/by
How to Make the Perfect PPC Landing Page (+ Examples) PPC landing pages are the newest incarnation of an age-old sales problem: How do you keep warm bodies in their seats long enough to hear your message? In the digital age, the key is to craft effective PPC landing pages that entice customers to stay, read, and follow the path you’ve carved — a customer journey from curiosity to conversion. Stick with us as I explain and explore PPC landing pages and the elements that make them work. I’ll then share some great PPC landing pages, examples, and tools you can use to plan, execute, and analyze your PPC campaigns. Table of Contents What is a PPC landing page? 5 Elements of a Great PPC Landing Page PPC Landing Page Examples Tools to Analyze PPC Pages 5 Elements of a Great PPC Landing Page While there’s so much more to know about landing pages in general, there are five must-have elements in any great PPC landing page, specifically. Each of these critical elements has an important job to do, and they build on each other to convince the customer to act. 1. Include strong and relevant visuals to grab their attention. Eyes lead, so you’ll need strong visuals that are directly relevant to: Whatever you are selling. The wording of the ad you created that led your customer to the landing page. Ideally, the wording...
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Portfolios vs. Resumes — The Complete Guide

Resume
December 16, 2023/by
Portfolios vs. Resumes — The Complete Guide In today's competitive job market, your income and career rely on knowing how to communicate your skills and experiences. To do so, you can choose one of two primary vehicles: a resume or a portfolio. As a freelance writer and author, a portfolio is my greatest asset (and one I've been building since my first article was published at 19). Yet, when job searching over the years, a resume has been required by many positions. Both a portfolio and resume display a person‘s professional skills and experiences, but what are the differences and unique opportunities that each presents? Let’s look at the key differences between the two to help you pick the best tool for the job (search) at hand. Portfolios vs. Resumes Portfolios — What are they? Resume — What are they? Making the Right Choice Portfolios vs. Resumes A portfolio and resume help job seekers land work, but they have key differences in visibility, convention, and the review process. Visibility A resume is tailored for specific job applications. It's most commonly updated and used when applying for jobs. Further, resumes should be tailored to each specific job application. A portfolio, on the other hand, is a collection of a person's professional skills and abilities available online 24/7. It may be viewed by a broader audience beyond just potential clients. Portfolios aren’t necessarily tailored to a specific job. Convention Resumes come with a very clear convention. These documents are...
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5 Concerns Marketers Have About AI & How Leadership Can Address Them [New Data + Tips]

Uncategorized
December 16, 2023/by
5 Concerns Marketers Have About AI & How Leadership Can Address Them Though generative AI is everywhere, the fear around the state of AI is real. From our survey of 1350+ business professionals in the US, including marketers, we found that 63% of marketers not already using generative AI are not looking to start. Yet, there are vast amounts of data and use cases to support AI as a productive and efficient tool to support marketing efforts. In this article, we’re looking at the top fears surrounding AI in marketing and sharing tips from experts to help leadership address them. The Top Concerns for Using AI Tips for Addressing AI Fears Should AI fears stop you? The Top Concerns for Using AI Our survey results identified the top five fears around using AI and the potential rationale. Find out what they are so you can better support your team. 1. Threat to Jobs AI’s supposed threat to marketers' jobs is a justified fear. But, our survey suggests that employees are overly concerned about this. We found that marketers using generative AI believe that it can help create marketing content more efficiently (77%) and improve the quality of their marketing content (79%). From an employee's perspective, these stats might sound scary! However, leadership surveyed said AI/automation tools make employees more productive (30%), and AI/automation tools make employees more effective at their jobs (32%). Even better, 66% of business leaders have hired new employees specifically to help with leveraging/implementing...
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A Guide to Integrating AI Tools in Your Marketing Processes [New Data + Expert Tips]

Uncategorized
December 15, 2023/by
A Guide to Integrating AI Tools in Your Marketing Processes As I sit here wrapping up this blog post, I've gotten stuck trying to come up with a snazzy, but concise, title.  So I turned to HubSpot’s AI Blog Writer for suggestions, prompting it with the command to generate headline ideas for a blog post about integrating AI tools into marketing processes. This is just one way to leverage AI tools into your day-to-day workflow as a blog writer. Outside of blogging, AI plays a sizable role in marketing, from product management to SEO. In this blog post, we'll go over: How Marketers are Using AI How to Implement AI in Your Marketing Processes How Marketers are Using AI Understanding Complex Topics Marketers, such as Martina Bretous, editor of our Next in AI Blog, use AI to better understand complex topics. “I will often go to ChatGPT and ask, ‘Explain X to me in layman's terms,’ or ‘as if I were 5 years old.’ Usually when you read something online, you can't always reach out to the author and get clarity. ChatGPT's like my friend who helps me make sense of information in a language I can understand,” she said. Tools like ChatGPT can provide explanations in simple terms, supporting marketers in comprehending information. Automating Tasks AI has the potential to streamline the way marketers work by automating tedious tasks, allowing them to focus on strategy and action. The automation of...
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SEO For Plumbers — How to Show Up in Google Results

Uncategorized
December 15, 2023/by
SEO For Plumbers — How to Show Up in Google Results Did you know that roughly 800,000+ people search “plumbers near me” on Google a month? That’s a lot of demand for plumbing services. If you don’t target the correct keywords for SEO (Search Engine Optimization), you may miss out on a lot of business. Starting a business website is never easy, especially if you are a one-man-band. You’re likely an expert on fixing water heaters or replacing broken pipes. However, you might not know how to market your business so customers can find you correctly. When I started a website for my small business, I was overwhelmed by the sheer amount of information surrounding SEO. Here is the strategy I implemented for my business and top tips for improving your SEO in an easy and approachable way. Let’s dive in. How SEO Benefits Plumbing Businesses Local SEO Strategy How to Build an SEO Strategy for Your Plumbing Business Five Tips for Building an SEO Strategy How SEO Benefits Plumbing Businesses SEO is the process of optimizing your website. Hence, it’s easy for search engines to read, trustworthy enough for them to recommend you, and a great way to grow your business without paying for advertising. So essentially, SEO can help your plumbing business by ensuring your website is shared with potential customers who wouldn’t know about you otherwise. Local SEO Strategy Local SEO strategy is likely the best way for...
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International PPC: The Complete Guide

PPC
December 15, 2023/by
International PPC: The Complete Guide When you want to reach a global audience, turn to international PPC. PPC, or pay-per-click, campaigns have long been an effective way to get in front of your target buyer and drive traffic to your site. When it comes time to expand into a new market or reach customers on the other side of the world, that’s when you need to employ an international PPC strategy. Below, let’s go over everything marketers need to know about international PPC campaigns: how they’re different from domestic, how to create them, and some best practices and examples to give you actionable inspiration before your next campaign. Table of Contents: What is international PPC? How International PPC Campaigns Differ from Domestic How to Create International PPC Ads PPC Landing Page Examples PPC Tools International PPC Best Practices Advertisers can target these keywords and use their ads to direct people to their website or landing page. PPC means advertisers will pay a fee whenever someone clicks on their ad. International PPC is an effective way to reach customers around the world, whether you’re expanding into new markets or your primary customer is in a different country. Because these ads are usually seen in search engine results on Google or Bing, advertisers create these campaigns on Google Ads or Microsoft Ads. You can also create PPC ads for social platforms like Meta or ecommerce sites like Amazon. How...
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The HubSpot Culture Code: Creating a Company We Love

Office Culture
December 14, 2023/by
The HubSpot Culture Code: Creating a Company We Love Several years ago, we published a public beta of the HubSpot Culture Code slide deck. This deck started out as an internal document, and as a company who values transparency, we decided to share it with the world. Like HubSpot, the Culture Code is a perpetual "work in progress," so we'll update it periodically. To date, we've updated it more than 25 times, and what you see below is our latest version. The presentation has been very well received, with more than 5 million views so far. (Thank you!) HubSpot is growing. We have about 73,400 customers and more than 3,800 employees in the company now. We have more than $674 million in annual revenue. We are grateful to our customers and to the inbound community for the success we've had so far. And we're grateful to those of you who have hopped on for the ride. We thought it could be interesting and possibly even useful to offer up this inside look at HubSpot and the people behind it. What do we believe? What makes us tick? The HubSpot Culture Code The answers to those questions (and more!) are in the mega-slide-deck included above. The document has evolved and expanded over several years into this latest version. We hope you like it and will share it. HubSpot Culture HubSpot culture is driven by a shared passion for our mission and metrics. It is a culture...
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2024 Creator Economy Predictions

Marketing News
December 14, 2023/by
2024 Creator Economy Predictions Content makes the world go 'round (at least for marketers), but it can’t create itself. This week we’re exploring the top creator economy predictions for 2024 that marketers need to know. Chances are, your brand has worked with creators in the past and likely will again. Currently valued at $250B, the creator economy is expected to reach $480B by 2028. This growth is fueled by increased cash flow from brands and higher demand for content. Per a recent study by IAB: 44% of advertisers plan to increase spend with content creators in 2024 Brands anticipate increasing creator content budgets by 25% in 2024 39% of consumers watch more content now than the year prior Creator content is no longer just a top-of-funnel play. In 2024, a well-rounded marketing strategy has content embedded throughout, and strong relationships with creators are essential to making these strategies work. Here are the top predictions of how the creator economy will evolve in 2024. 2024 Creator Economy Predictions The Growth of YouTube Shorts YouTube launched Shorts, its short-form video feature, worldwide in 2021. Two years later, Shorts continues to grow. In February it crossed 50B daily views and rolled out a revenue share program for creators who share videos on Shorts. While Shorts haven’t yet matched Reels which garner 200B views daily across Instagram and Facebook, the feature still has a lot of untapped potential for marketers. YouTube is a powerful search engine with a...
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Influencer-Founded Food and Beverage Brands: Are They Good Business?

Influencer Marketing
December 13, 2023/by
Influencer-Founded Food and Beverage Brands: Are They Good Business? I'm writing this while sipping coffee made by Emma Chamberlain's French press. The 22-year-old YouTuber is not only Gen Z’s favorite influencer, but also a big-time entrepreneur. Her coffee brand, launched in 2020, took off among young coffee lovers (and even tempted me, a not-so-young coffee lover). It got me thinking: Has food and beverage become the new playground for creators and influencers? So I looked into a few players: Source: Company websites Turns out they’re doing pretty well – some even minting billions. Prime, Logan Paul’s energy drink, is primed to exceed $1.2B in annual sales Feastables raked in $10m in chocolate bar sales within a few months Chamberlain Coffee makes ~$6m annually, and recently raised $7m  The D’Amelio family raised $5m to foray into snacks Why Influencers Flock to the Food and Beverage Industry For starters, it’s lucrative. Food and beverage accounts for over 30% of the $2T consumer packaged goods industry. Plus, the entry barrier is relatively low. And creators and influencers are well positioned to take a slice of the pie: 💰They’re already the winning formula for CPG brand marketing. These brands spend ~$40B per year in ads, a big chunk of which goes to creator partnerships. ❤️ Their content often fits well with daily refreshments like snacks and coffee, and their relatable nature inspires trust among young consumers. 📉 Loyalty for legacy brands is waning, and there’s space for influencers to get in. With a...
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