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The Top Goals of Marketing Leaders in 2023 [New Data + Expert Insights from Uber, Dropbox, and ClickUp]

Marketing Strategy
October 25, 2022/by
The Top Goals of Marketing Leaders in 2023 To effectively lead a marketing team, it's imperative you know your top goal. Whether your goal is to increase revenue or improve your customer's understanding of your products, starting with a clear objective will help you map out a strong strategy for 2023 and beyond. But it can be difficult to identify the most important goals for your organization — which is why we surveyed 500+ marketing executives to find out the goals that matter most to them. About half of marketing leaders say they will change their marketing goals in 2023. Here, we'll take a look at the top five goals those marketing leaders plan to prioritize in the upcoming year. Plus, hear from experts at Uber, Dropbox, and ClickUp on how to achieve them. Learn from industry leaders on how to take your team to the next level in 2023, plus take a look at data from 300+ marketing directors. The Top 5 Goals of Marketing Leaders in 2023 1. Increasing revenue and sales. 22% of marketing leaders report 'increasing revenue and sales' as their top priority for 2023. It should come as no surprise that increasing revenue is a top goal for many marketing leaders. At its core, a marketer's job is to impact a business' bottom line by attracting the right audiences and driving leads further down the pipeline for sales. Gaurav Agarwal, Chief Growth Officer at ClickUp, told me increasing revenue and driving sales is a...
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Topic Clusters: The Next Evolution of SEO

Research, Research_popular
October 21, 2022/by
Topic Clusters: The Next Evolution of SEO Written with contributions from Leslie Ye, Matthew Barby, Anum Hussain, and Cambria Davies TL;DR: Influential search engines like Google have changed their algorithm to favor topic-based content. As a result, websites are exploring a new way of linking related content under a “topic clusters” model. This report serves as a tactical primer for marketers responsible for SEO strategies. Table of Contents (8-minute read) Introduction Search Engines are Forcing Websites to Adapt Do Topic Clusters Actually Impact SERPs? What Does This Mean for my Website? How Do I Create a Topic Cluster? Tactical Tips to Get Started With Topic Clusters Help is On The Way While you cheerfully (or apathetically) browse the web, many companies are quietly reconfiguring their web pages in the background. Why? Because the competition to rank in search engine results is intense. As a result, content-focused websites have adopted new best practices. SEO is now shifting to a topic cluster model. In this model, a single “pillar” page acts as the main hub of content for an overarching topic. Multiple content pages that are related to that topic link back to the pillar page. This linking action signals to search engines that the pillar page is an authority on the topic, and over...
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How to Choose a Blog Name That’ll Grow With Your Brand

Business Blogging
October 21, 2022/by
How to Choose a Blog Name That'll Grow With Your Brand Rebranding a business can be a smart and necessary step to growing a long-lasting business. However, when it comes to your brand or business blog, renaming your blog doesn't have to be. From the start, you can choose a blog name that stands the test of time, and the various iterations of your brand's life-cycle. Outgrowing a brand, or at least a brand name, is common. Marketing platform Mailchimp used their rebranding to help the company transition to a more "grownup" brand that would allow them to serve more small businesses. Many blogs I read, like "Liv's Healthy Life," (Now known as just "Liv B,") quickly rebrand when they realize their old blog name just doesn't make sense anymore. Let's go over some strategies to use when naming a blog, that will give your blogs longstanding relevance. How to Choose a Blog Name 1. Identify your niche. What are you doing? What will your blog be about? Will it be an extension of your business or its own project? Identifying what your blog will be about is key to defining a name that'll expand with you. The blog name will represent your unique point of view in your industry or niche. It should match the aesthetic of your blog and define the mood you want to give your readers when they visit your blog's homepage. It should also be descriptive of the type of content you'll publish. ...
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How to Perfectly Manage a PPC Campaign [Template]

PPC
October 21, 2022/by
How to Perfectly Manage a PPC Campaign In the world of search engine marketing (SEM), a growing number of marketers are turning to PPC campaigns. That’s how Google has significantly grown its advertising revenue every year. In 2021, Google’s advertising revenue accounted for 81% of Alphabet's overall sales. Price-per-click or PPC campaigns lead to nearly guaranteed ad placement in the search engine result pages. Well-run PPC campaigns help you generate leads. And if your ads tool is tightly integrated with your CRM, you can use insights from your ads’ data to nurture leads across their buying journey. In this post, you’ll learn what a successful campaign entails and the best practices for optimizing your PPC campaigns. So, how can you win a PPC campaign? Start by crafting the right strategy and learning the management missteps you'll want to avoid. Remember: Poor PPC campaign management is costly and delivers poor lead generation results. Here are a few ways marketers go wrong with PPC campaign management: Building one basic campaign without using Google Ads’ Ad Groups tool. Coming up with keywords by relying on gut feeling instead of doing research. Not adding “negative keywords” or monitoring campaigns to avoid wasting budget. Using unengaging landing pages, or a homepage that generates no leads for the campaign. Creating campaigns, setting budget caps, and going live without informing internal or external stakeholders. Building an excellent campaign structure can help you avoid these obstacles. Luckily,...
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The Top 6 Search Engines, Ranked by Popularity

Technical SEO
October 20, 2022/by
The Top 6 Search Engines, Ranked by Popularity Oftentimes, marketers focus heavily on Google when vying for traffic. It makes sense considering Google is undoubtedly the most popular search engine, with over 80% of the search market share. But that popularity makes it the most challenging search engine on which to rank highly. You might be missing critical opportunities for traffic if you neglect the other search engines. Here, we're going to explore the top six search engines worldwide, so you can discuss some other potential traffic sources in your next SEO meeting. Note: To compile our list, we looked at the worldwide market share of search engines on desktop and mobile from August 2021 to August 2022. 1. Google Image Source With over 80% of the search market share, Google is undoubtedly the most popular search engine. Additionally, Google captures almost 95% of mobile traffic. The large traffic potential makes Google a viable option when aiming to capture organic or paid search — the downside, of course, is almost everyone is competing for the same traffic. Also keep in mind Google's algorithm, like featured snippets, aims to fulfill users' needs directly on Google, so they don't need to click any links. These features , and Google's popularity, might make it hard for you to capture the website traffic you want. 2. Bing Image Source Bing, Google's biggest contender, rakes in 15% of U.S. searches and also powers Yahoo, the U.S.'s...
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10 Essential Job Search Strategies to Help Land Your Next Big Gig

Job Search
October 20, 2022/by
10 Essential Job Search Strategies to Help Land Your Next Big Gig A job hunt is a time-consuming process. It usually takes a few weeks, if not months to land a job. If you want to cut the time to hire and explore all your career opportunities, it’s worth following a job search strategy. Here’s a selection of tried and tested methods along with the tools that will help you put your best foot forward. Table of Contents Ten Effective Job Search Strategies Job Search Strategy Tips Helpful Tools Your job search strategy should be about quality, not quantity Ten Effective Job Search Strategies 1. Build an online portfolio or an “About me” page. While online portfolios are a standard among designers and software developers, they’re great for other professionals, too. For example, if you’re a copywriter, you can add some of your best writing. Or, if you’re a video editor, you can share links to the clips you’ve produced. If you can’t showcase your work, don’t worry. You can always create an “About me” page instead. Write a short description of who you are, what skills and experience you have, and where you want your career to head. Add your CV, or, better yet, a short recording where you encourage potential employers to reach out. Tip: Make sure your portfolio is easily searchable. If you’ve designed a number of interfaces, consider categorizing them via industry, device type, etc. 2. Try to predict the interview questions. Preparation...
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Why Recruiters Are Reaching Out To Candidates Directly & How to Access This Hidden Job Market

Job Search
October 19, 2022/by
Why Recruiters Are Reaching Out To Candidates Directly & How to Access This Hidden Job Market If you’re struggling to get in front of hiring managers, it could be because recruiters are shifting away from traditional methods to find candidates. In this article, we’ll cover the causes behind this shift and how job seekers can meet recruiters where they are. The Hidden Job Market In 2021, employers everywhere experienced the Great Resignation, a phenomenon in which employees quit their jobs in droves. This means many things: There are a lot of openings now due to the mass quitting and the job market is more competitive because there are more job seekers. In a TikTok video, career coach and former recruiter J.T. O’Donnell argues that the reason many job seekers are struggling to find desirable positions is that there’s a shortage of them. What’s out there, she says, is the undesirable jobs that people quit in 2021. @j.t.odonnell @j.t.odonnell How I predict job layoffs. #edutok #careertiktok #layoff #recession #jobs #jobsearch #jobsearchtips #learnontiktok #careeradvice #career #joblife #worklife #linkedin #resume ♬ original sound - J.T. O'Donnell Now, they’re looking for better benefits, higher salaries, hybrid/remote work, and better work/life balance. This is where the hidden job market comes in, job roles that are filled through internal candidates, referrals, or recruits. Recruiters like O’Donnell and Stacey Perkins argue that recruiters are no longer posting...
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6 Spooky Marketing Campaigns Just in Time for Halloween

Holiday Marketing
October 19, 2022/by
6 Spooky Marketing Campaigns Just in Time for Halloween Spooky season is officially upon us. It’s a fun time for consumers and an even better time for brands that get to be playful with their audience. Below, you'll find examples of Halloween marketing campaigns, from ad spots and seasonal products to social media posts and influencer campaigns. 1. Twix It’s hard to think of Halloween without thinking of chocolate. Since 2012, Twix has delivered ad campaigns focused on the left and right sides of their chocolate bars. For Halloween, they continue with the same theme – except this one comes with a twist (or should I say Twix?). In this commercial, young adults dressed in costumes sit in a circle in front of an Ouija board, a device used to communicate with ghosts, spirits, and other supernatural beings. As they play, a gust of wind blows through the room, and before they know it, the “spirit” has taken a bite of a Twix bar. Everyone starts screaming and the ending shot reads, “The spirits have decided. Left or right, either is a good decision.” This is a great example of how a brand can tweak an existing campaign and give it a holiday twist. 2. Disney Parks & TikTok On TikTok, text-to-speech is a popular feature used by a lot of creators. Voices can range from standard American accents to popular characters and serve to add more depth(or fun) to videos. To celebrate Halloween, Disney Parks...
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5 Trending Topics Brands Leveraged in 2022 [+ How They Did It]

Marketing Strategy
October 18, 2022/by
5 Trending Topics Brands Leveraged in 2022 As we head toward the end of 2022, it’s time to look back at examples of brands that have successfully “newsjacked” a trend. In this article, we’ll cover some of the top trending topics of the year and the brands that took them on. 1. Popeyes In late September, artist Rihanna announced via Instagram that she would be performing at the Superbowl. The image, which confirmed earlier speculations of the singer’s participation, quickly made its rounds. Wasting no time, Popeyes then shared its own version of the popular image just one day later. Popeyes is one of the few brands that executed this newsjacking correctly (and legally). Many brands wanting to jump on this news took a great legal risk. Instead of following Popeyes lead, which replicated Rihanna’s image with its own product and hand model, many simply Photoshopped their products into the artist’s hands. This could be considered copyright infringement, as the recreation of the image in this way is considered derivative work and requires explicit authorization from the copyright holder. Secondly, it can also violate the artist’s right of publicity, as their likeness is used in a manner they have not agreed to. Is this likely to escalate? Probably not as it serves as additional publicity for the NFL and Rihanna. However, in another case, it could. The legal consequences are simply not worth the temporary boost in reach or engagement. The key takeaway here is that...
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