How Long Does It Take for Content Marketing to Work? A Case Study.

How Long Does It Take for Content Marketing to Work? A Case Study.

One of the top questions we get asked on our sales calls is “how long does content marketing take to work?”

Most people have probably read answers online, or heard from agencies or in-house marketers something like: “it takes 3 months, 6 months or even a year before content marketing will work.”

The truth is: you shouldn’t listen to some random figure that anyone gives you. The answer depends on what you measure success by, your business/ business model, and if you have product/market fit. Then there’s even more variability when you consider differences in domain authority, SEO competitiveness in different industries, promotion channels unique to certain niches, fame and following of founders or key executives, and other specifics.

That being said, in this post we’ll attempt to shed light on this question (”How long does it take before you start seeing results from your content marketing efforts?”) by showing you real data from our client engagements.

We’ll explain how we got these results and also share why, for certain companies, we think we can get results faster than almost any other options out there.

Your Metrics for Success Will Determine When You Start Seeing Results from Content Marketing

One reason why I think people blurt out random answers to the question “how long does it take to see success from content marketing” is because everyone has a different definition of success.

What does “content marketing is working” mean to you?

  • A blog post ranking #1 for a keyword in multiple search engines?
  • A click-through to another page on the blog? (We recently had a company tell us this was their measure of success for their blog)
  • Organic traffic growth?
  • High time on site?
  • People sharing your post on social media?
  • Blog engagement (ie. people commenting)?
  • A 15% growth month-over-month when you start from 0? (Hint: this would take a long time before you started to see results)
  • When “you feel” like it’s working?

While some of these metrics might indicate that things are moving in the right direction, most of them are vanity metrics. For us, results from content marketing means only two things: leads/signups and traffic growth (in that order).

Why do we only care about leads and website traffic? The answer is because:

  1. Leads: If you’re not getting conversions from content marketing, it doesn’t make sense to invest in it.
  2. Traffic: Measuring conversions is hard and gives you only a lower limit of the total conversions generated from content marketing (detailed below), so also measuring traffic helps complete the picture. Obvious: Without traffic, you won’t get conversions.

We believe that while there are a lot of other definitions of “success” from content marketing, those two metrics are the only ones that matter.

The Method We Use to Attribute Leads to Content Marketing

Whenever we say we measure success by conversion (lead/signup) growth, especially as an agency, we always get the question, “How do you measure that? Attribution is so hard from content marketing.”

That’s true, it’s no perfect science (hence we’ve written 3 separate articles on this topic, all linked to below). We had the same attribution challenges when we first started our agency, but we also felt like telling clients “some fraction of the traffic you generate should be converting” wasn’t a good enough answer to the question: “what’s the ROI on your content marketing service?”

So we set out to find a better way of attributing leads — and we found a method that can report on both first click and last click conversions within GA.

We first set up goals in Google Analytics to the main conversion action that the company wants a user to take. This is typically:

  1. Free trial signup, signup, request a demo (for SaaS)
  2. Talk to a salesperson request form (for services)
Many people take the approach of collecting email signups and then try to nurture those people over a period of time. They define email signups as “leads.” We don’t. These email optins haven’t expressed any product interest, they’ve only signed up for more content. There’s a big difference. We believe that you can get directly attributable signups from content marketing (we’ll show you why with real client data below). We also believe that the email signup to lead nurturing approach that many Hubspot and inbound marketing agencies use usually lead to lower conversion rates and worse results (mainly because you have to convert people multiple times — once to an email subscriber, then to open an email, then to click through, then finally to your conversion goal). We wrote an entire article explaining the math behind direct conversions vs. nurturing conversion strategy here.

Then we use the model comparison tool inside of Google Analytics to measure first click and last click conversions from content marketing. By using the model comparison tool, we’re able to see which URLs brought in what conversions, so we can see which pieces drive the majority of the conversions and optimize our strategy as we learn what works for a particular client.

We measure by both first click and last click conversions because first click tells us that a user’s first touch point with the brand was one of our blog posts (then they converted at a later point in time). Last click tells us that the conversion happened directly after reading a blog post (note: most people exclusively measure via last click, if they can measure conversions at all, because most GA default reports do this).

Together, measuring first and last click give us a much better picture of conversions than just last click, but a few months back, one of our readers (Ryan Walters) taught us another useful model for attributing leads to content. Using GA’s segments feature, you can create a segment that says “show me data for all users who converted who saw a blog post at any point in their journey”:

pasted image 0 1

The “Any user interaction” dropdown can be used to switch between “first user interaction” and “any” as you see above. First interaction will essentially give you first click attribution numbers, but “any” is interesting because it let’s see you see how many conversions were influenced by the blog — in that the user saw a blog post at any point in their journey to converting. We’ve been calling this “any click conversions” internally.

Together, these three ways of measuring conversions, give us a ton of confidence that we (and our clients) have a solid, holistic picture of how our blog posts are directly leading to or influencing conversions.

Lastly, note that we don’t ever ask the question “which model is right?”. The models don’t “fight” with each other, they are just different ways of looking at content’s influence on lead generation or conversions.

So now that you understand what we measure success by, and how we measure success, let’s dive into some real client examples to help answer the question: “How long it takes for content marketing to start working?”

Here Are Some Content Marketing Results from the Beginning Months of a Few Client Engagements

In the beginning of our agency, we had the hypothesis that we should start off a new account by focusing on top of funnel content that generated links and then come back around to focus on the bottom of the funnel content once we had built some authority.

This is still a good strategy if you’re starting from scratch and doing content marketing for a brand new blog or website.

However, since most of the companies we work with have domain authorities ranging between 25-60+, we believe starting on bottom of the funnel (long-tail high conversion intent) content gets results faster.

We’ll describe the exact approach we took for each client below.

Content Marketing Results for a VC-Backed Subscription Business Thats Target Audience is Startups and Small Businesses with a $500/Month Sub Price Point

The strategy:

When we started working with this company, we realized there was search volume around comparing this company to competitors and there wasn’t a post or a page on their site objectively explaining the difference between them.

We also realized they hadn’t created a blog post that discussed various options consumers had in their product category.

Taking a page out of our pain-point SEO strategy post, we decided that the first few blog posts that we should create are a comparison post (very “bottom of funnel”), a post that targeted category search terms (also “middle to bottom of funnel”), and a couple of posts that went after product use cases (we define this as “mid-funnel” but some may call it “bottom”). We also decided to create a story that outlined the founder’s vision for why he started the company and the problem he was trying to solve in the market (we’ve found that these typically do well from a promotion standpoint).

So overall, we can say our strategy for this subscription business was skewed towards bottom of funnel, with some mid-funnel pieces thrown in. We haven’t done any real top of funnel (little conversion intent, high traffic potential) posts for them. They sell a known service with existing demand — they aren’t creating a new product category, so there is plenty of search volume for higher intent keywords. The top of funnel strategy would make more sense if there was heavy education needed about the category or service they’re in, and we had exhausted most of the bottom/middle of funnel SEO terms.

The content promotion tactics:

We take a three-pronged approach to content promotion. We focus on Facebook advertising and community content promotion for short term traffic. Then we focus on link-building to our pieces for long-term traffic.

On the Facebook side, we typically create 3 separate audiences.

  1. One that goes after cold traffic — we back into who to target based on the data we get from our customer research session at the beginning of an engagement with a company.
  2. We create a lookalike audience that goes after traffic that looks like the audiences that have already converted to a product signup.
  3. Then we also do straight retargeting.

This has been our primary source of short term traffic, since as I outlined in this post, community content promotion is getting harder. That being said, we also found some communities to share content in.

For long term promotion (some call it “content distribution”), we focus on SEO, and use active link-building to do this strategically. First, we optimize a post around the keyword we’re targeting, wait to see where it ends up in the SERPs organically without link-building, and then prioritize articles for link-building that have high-conversion potential and could use a couple of links to boost the results to page 1 or 2.

Using this combined approach, you’ll see in the first few months of working with this company, we were able to start driving thousands of visitors to their blog within the first 2 months.

content marketing traffic1 2

The traffic then starts leveling off around 3,500 pageviews a month because, like we said above, we focused on conversion-intent, bottom of funnel content that’s not highly shareable, traffic driving content. Even our keyword driven posts were prioritized on the conversion-intent of search queries, not search volume (see our Pain Point SEO article linked to above, or this one on content ideation for more on this technique).

So what about conversions?

As you can see from our Google Data studio dashboard below, we started seeing signups come from our blog posts in the first month of working with this client. Typically it takes longer to start seeing conversions, but this told us that our conversion-centric strategy was on the right track.

In the very beginning, most of the signups will come from paid or social, and then the longer that we work with a company, the sources typically change to almost completely organic conversions as we focus more and more on pain-point SEO.

content marketing results leads1

Month 1 Conversion Sources:

As I mentioned above, you won’t typically see conversions within the first month, or it’ll start slowly with conversions coming from paid or community promotion.

month 1 content marketing conversions

Month 2 Conversion Sources:

In month 2, we were surprised to see that our comparison post that we created already yielded a conversion from organic.

month 2 content marketing conversions

Month 5 Content Conversions:

By month 5, you start to see a lot of the sources of traffic diversify. (Note: The company also decided to start testing other forms of promotion such as Reddit ads — beyond what we were doing. But I wanted to point out that now you start to see an increase in organic conversion volume due to us starting to rank for the keywords that we went after via pain-point SEO.)

month 5 conversions

Content Marketing Results for a B2C Concussion Treatment Center with a Physical Location

The Content Marketing Strategy:

When we started doing content marketing with this company, we knew this was going to be an uphill battle from an SEO perspective. The sites ranking for a lot of the keywords that we needed to target were large content sites like WebMD, Healthline, MayoClinic, etc., with domain authorities of nearly double what our client had.

We decided to take a two-pronged approach for this company. We decided to create case studies that showed the value someone received from getting treatment (these stories would be perfect on Facebook and for short term traffic — again, we call these “mid-funnel” — yes they are product related, but they aren’t targeting a keyword with buying intent, or any keyword at all typically), then we were going to go after longer-tail, high conversion intent keywords that were easier to rank for to gain long-term traffic (mid-bottom of funnel).

Once we had exhausted a lot of the longer-tail high intent keywords, we’d use those pages to link back to some of the head keywords that we were targeting that were more competitive keywords.

The Content Promotion Strategy:

We decided to start testing some of the case studies on Facebook with some cold audiences around headaches, brain fitness, cognitive science, etc. Simultaneously, we published some of the keyword focused content and started building backlinks to it to see where it would sit in the search rankings.

To our (pleasant) surprise, the stories on Facebook started taking off and had super high engagement, click-through, and share rates — so we decided to double down on the case study strategy as a way to drive short term results while we were waiting for some of the SEO pieces to start ranking for various keywords that we were targeting.

1 Ad Experience Preview

We also decided to start testing advertising some of the keyword-focused pieces on Facebook to see how those would perform. To our surprise, those pieces took off, too, and were shared sometimes over 90 times.

Ads Manager Manage Ads Ads

This strategy helped drive an initial surge of traffic for our client while we waited for SEO traffic to start gaining steam.

concussion treatment G C Dashboard Page 1

Look at the difference in pageviews for this client versus the first one above. (Note: all of these graphs are showing pageviews to our articles only, not the overall blog, so they’re all starting from scratch with ‘0’ pageviews.)

B2B subscription vs b2c service business traffic

This is why it’s so difficult for us to answer the question: “When can we expect results from content marketing?”

As I mentioned above, “results” is ambiguous, it means different things to different companies. But even if you use a single metric like “traffic” to compare, it’s hard to say a priori how much you can expect.

Yes — there are some general trends. For example, B2C in general can get more traffic than B2B. But you can’t predict how much traffic you’ll get before starting. We couldn’t have predicted the concussion treatment center would have yielded over 8,000 visitors per month on a handful of articles in just month 3.

Remember: it’s the strategy that’s important, not setting arbitrary traffic goals.

Organic Traffic Growth:

Since we knew that we were competing with larger health content based sites, the approach we took was to go after long-tail high intent keywords right from the beginning. We needed to produce content that was extremely detailed, structured properly, and thorough enough to outrank the other pieces of content.

SEO rankings

As you can see from the Ahrefs screenshot, we started ranking within the first 5 or so months for multiple keyword variations on the first page for the low-volume, high intent keywords. As of this writing, for some of the harder keywords we’ve been targeting, we’re starting to gain traction in getting those pages on page 1 or 2 for various keyword variations as well.

The result? Organic traffic started growing quickly using this approach and we’re targeting the harder pages for link-building efforts over the next few months — which should help those pages eventually reach page 1 of the SERPs and thus drive tons of qualified traffic to those pages.

Concussion treatment G C Dashboard Page 2

From a Conversion Standpoint:

Being this is a services company, the main CTA is a form to have a consultation with a doctor at the clinic. In month 2, we started seeing conversions from our Facebook ads as well from the stories being shared on other social channels.

Even though the sources of traffic say direct/none on a couple of the URLs, we can see that those leads originated from Facebook due to the FBclid which is appended to the URL.

Analytics 2

In month 3 of doing content marketing, the volume of signups for this company started to pick up from all of our paid efforts.

month 2 concussions

Now at month 5, we’re starting to see a lot of our organic efforts pay off.

This is why we think it’s important to have a multi-pronged approach to both content strategy and promotion. If we only focused on SEO content from the very beginning, it would’ve taken us 5 months to start seeing any conversions result from our efforts. If we only focused on case studies and paid promotion, we would’ve seen an initial influx in traffic and signups, however you’d hit a ceiling both in terms of traffic and leads  — unless you kept increasing budget.

pasted image 0

With our approach of focusing on multiple content frameworks and multiple content promotion tactics, we’re able to see growth from the beginning that scales over time.

month 5 concussion treatment

Content Marketing Results for a B2B SaaS Company That sells to Marketers and Salespeople

Now that we’ve shown the strategy and approach from two newer clients. I want to share how we’ve approached content marketing with one of our clients that’s been with us for nearly 2 years.

The Content Marketing Strategy:

As I mentioned in the first case study, our content marketing strategy has changed a ton since we first started our content marketing agency. As we continue to work with different companies, we test things and scale what works. When we started working with this company, we focused almost exclusively on top of funnel content creation as a way to drive traffic and “thought leadership.”

However, about 5 months in, we had created a couple of blog posts that were along the lines of our pain-point SEO strategies and those posts outperformed all others on the site from a conversions standpoint. So, we decided to double down on that approach because the main goal for this client was to increase the signups per month that they were receiving from the blog.

The Promotion Strategy:

When we started working with this company, our main promotion tactic that we used was community content promotion. As you can see from our traffic graph, it worked well in combination with the top of funnel content we were producing. However, about 5-6 months into working with this company, we started to hit a traffic ceiling so we had to switch our approach.

Around March of 2018 is when we started making the switch to focus on more pain-point SEO content based on the couple of wins we had when testing that approach. We doubled down on that SEO strategy, continued to share content in communities, and started testing FB promotion as well to try to increase traffic over time.

Now, almost all of the traffic comes from our pain-point SEO strategy. First, here’s total pageviews:

traffic growth 2years

And then here’s organic pageviews in the same time period:

Screen Shot 2019 08 15 at 11.16.35 AM

Look at the ratio of organic traffic to total traffic over time. In March 2018, it’s 1,652 Organic sessions on 7,378 total pageviews, that’s 22%. But in the last month on these graphs (July 2019) we see 13,845 organic sessions on 20,829 total pageviews, for a ratio of 66%!

Aside: The big traffic spike in January on the organic side came from moving the blog from a subdomain to a subfolder (for those that still wonder if that’ll make an impact, this graph proves that it does).

In terms of SEO strategy, you may think that after two years of content marketing organic traffic should be much higher than ~14k/month. Yes  — there are a lot of other case studies that show traffic increasing much faster than what we’ve done here. But the reason why we don’t have massive increases in traffic is because our focus has been to increase signups, not go after head keywords that drive tons of traffic and produce little to no signups.

A Look at Conversions:

For this company, we have to measure conversions out of a spreadsheet since they have so much traffic that GA samples their data.

That said, we’ve been measuring conversions volume since the beginning of the engagement and have seen a fairly linear increase now crossing over 150 signups/month.

Screen Shot 2019 08 15 at 11.21.46 AM

Again, I want to drive home the point that many in-house content marketers and agencies chase traffic volume, however, more traffic does not mean more conversions. In this post on content ideation, I shared that “The biggest determinant of whether a blog post will convert is not the call-to-action (CTA) that you place inside of a post, but rather the idea behind the blog post itself.”

This graph proves that point. The strategy we’ve been using has been to identify high-intent keywords to target. We don’t care whether they show ‘0’ volume in any SEO tool, or whether they show ‘100’, or ‘1,000’ traffic potential. What we care about is owning keyword terms that would be likely to convert.

Hence, we don’t only chase traffic, we chase ideas and create quality content that we think will convert. Since working with this company, we’ve been able to increase the conversion rate from our blog posts from a little over 0.2% conversion rate, to now right under 0.8% — a 300% increase in conversion rate. This wasn’t through content upgrades or A/B testing lead magnets, button colors, or some other “hack”, it was just through focusing on the right content strategy of using pain point SEO.

conversion rate of grow and convert blog posts

What You Should Takeaway from This Post About How Long It Takes to See Results from Content Marketing

As you can see from the various case studies we shared, every company gets different results. In the beginning of doing content marketing, you should be looking for indications that your strategy is working by seeing a few conversions coming in — and then over time, you should be looking to compete with yourself on a monthly basis to see traffic and conversions increasing.

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6 MUST HAVES FOR A GREAT COMMERCIAL REAL ESTATE MARKETING PACKAGE

I was car shopping recently. It’s an activity that I don’t particularly enjoy. For me, cars are a utility. Something that I need to own in order to live a modern, suburban lifestyle. It is a means of getting me from point A to point B; which most often imparts transporting children from home to school, school to practice field, to friends homes and so on. So, it struck it me when I left the dealership and sat in my soon-to-be-traded-in Volkswagen, thumbing through the new car marketing package, just how captivated I was by the glossy feel of the paper, the smell of freshly printed ink, the beautiful photographs and mostly by the general completeness of the materials I’d been handed. Everything I needed to make an informed decision, or at least make an intelligent comparison against competitive brands was right there.

In his book Value Added, Successful Strategies For Listing And Selling Investment Real Estateauthor Brad Umansky says“A great marketing package does not have to be a book, but rather it should include information that will help you sell your deal”. My experience sitting outside the car dealership exemplified this. I wasn’t handed stacks of paper with emissions ratings, nor was I given excruciating details on the manufacturing processes, I was provided with just the information that I required to move toward a purchase decision. Granted, presentation was important and the Mazda marketing team had done a super job of that, but that aside, I was holding the information I needed. The same should be true in approaching your commercial real estate marketing package.

Winning a new listing, your instincts are probably to get it communicated to the marketplace as quickly as possible. Maybe you’ll do some direct mail, postcards or an email marketing blast to get the word out. But as buyers and investors start to make inquiries, you’re going to need a marketing package to communicate the full details of your offering and give your targeted audience the tools they need to begin making a decision.

A thorough, high-quality commercial real estate marketing package says a lot about you as a company. This is the time where you want to consider making an investment in a professionally designed package. If you don’t have the resources in-house to do this, a commercial real estate marketing company with a track record of successfully helping their clients can be just the thing you need. A high quality marketing package will increase your chances of actually selling your listing. It will also make your company stand apart from the competition by differentiating your brand and clearly presenting your offering. In the end though, remember that it’s function and not form that matters most, so be sure to check for these elements in developing your package.

Overview – This is the first section a prospective party will see, so be sure that it includes a great photo and some high level deal points such as cap rate, price, and the property address. Remember the property, not your brokerage, should take center stage here, so make sure it is clearly featured.

Highlights – Be sure to have a section that quickly conveys the most salient points of the offering at a high level. More specific information can be addressed deeper in the offering package or during face-to-face meeting. If the prospective client reads nothing else, this should give them enough information to have a good sense for the potential deal.

Maps & Photos – A map should be big and clear and convey some market intelligence. Just including an aerial from Google Earth is not enough. Maps are an excellent opportunity to show the value your add. Use overlays to distinguish key demos in areas surrounding the property or illustrate traffic flow patterns to give a sense for potential drive by business for the location. Be sure to use clear labels. A few professionally taken photos will build interest, but hopefully stimulate a desire for a site visit as well.

Financials – If your offering is for an income-producing property, you should include a rent roll that briefly profiles each tenant, painting a picture of current and future opportunity. The financials section should also include a proforma that projects income and cash flow. A brief accompanying narrative telling how you came to your numbers will instill the prospect with confidence in your approach. Keep the presentation of this information clean and simple, this is ultimately a marketing piece not an IRS filing.

Market data – Tell a little more about the area surrounding your offering. As always, it’s location that matters. If an area is developing, show that trend and tell that story. Also include employment trends, demographics, an economic base analysis, major employers in the area, population growth figures, as well as some data on local rent and vacancy trends.

A little about you – We’ve come back to this idea a lot, but commercial real estate is all about personal relationship building. Take an opportunity to briefly tell about your firm. Try to avoid the boiler-plate stuff and let the prospect know your company and its people a little more personally. As business people, that probably flies in the face of how we’ve been programmed, but if selling is all about connecting, then a little discomfort could pay dividends.

These are just the essentials for a great commercial real estate marketing package. It would not be unusual to vary these elements and include others depending on your offering, your firm and the current market. With a little experimentation, you’ll likely find a seventh essential that’s important for your marketing package.

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An Old-School Marketing Tactic That Is Cool Again

An Old-School Marketing Tactic That Is Cool Again

In an email world, sending mail the old-fashioned way can have surprising power.

In a world that is going further and further along the technological spectrum, there are some low-tech things that once upon a time would be considered “old-school” but have now become the new “cool thing.” Think about music. It used to be that people would always want digital, that was the cutting edge. Now there’s a whole bunch of audiophiles who prefer listening to music off of vinyl.

The same thing applies in your marketing.

There are several “old-school” techniques to generate leads that have become cutting-edge again. They stand out, in whole or in part, because of how the world has moved past them in most ways. 

So today I wanted to share with you one of my favorite “old school” marketing tactics: Direct Mail

My experiences with direct mail started over 25 years ago doing a tremendous amount of copywriting and direct mail sales for various information products. Over a 10-year period, the direct mail letters, brochures, and marketing collateral that I created helped to generate over $100 million of business.

When it comes to direct mail, the single most important three variables are: 

  1. The list: the list you choose is remarkably important. There’s likely nothing else that you can do that would have the same leveraged impact than the choice of list. We’ll go into detail about how to find the right list in a moment. 
  2. Your headline: the very first thing somebody sees when they open up your letter or direct mail piece.
  3. The outside of your mailing piece: this includes whether you use a label or directly print on the envelope, the fonts chosen, the choice of using teaser copy or not teaser copy, live stamp versus metered mail, etc.

Finding the Right List

Let’s go into detail about how to find the right list, one of the three most important, if not the single most important, element of a successful direct mail campaign. 

For most small businesses, you’re likely not going to be sending out tens of thousands of direct mail pieces. And if you do send out tens of thousands of direct mail pieces, you’re likely doing them as what are called “carrier routes” or under bulk-mail rates. The expense of sending out tens of thousands of first-class direct mail pieces or more in any typical month is prohibitive and is likely not something the average small business would do.

But given the expense, and the ease at which people market through email, social media ads, and pay-per-click, most companies have abandoned any of their direct mail, with the exceptions of hyper geographic businesses like service companies or other retail-like establishments.

One of my business coaching clients owns and operates four automotive repair stores in Southern California. One of their primary ways of generating millions of dollars each year is through simple, direct mail postcards that are sent to people in their local area. The list that they use is what’s called a “carrier route” which, in essence, means it goes to every home on a route that a postal employee delivers to. This is one of the least expensive ways of doing it, however the list is fairly indiscriminate as it goes to everybody on that list. For my client’s business, a hyper-local automotive repair shop, carrier routes allow him to target businesses in the immediate vicinity of her repair shops. This has proved to be a very effective strategy to both generate call volume and car visits to get repairs in his shops. 

So, if you do have a very hyper specific business, bulk and/or carrier route options could work effectively for you.

But what if you want something more targeted?

You can try the following:

  • A targeted hot list. Sending a mailer to people in your house list that you have compiled together.
  • Purchase a list through a third-party broker. Information source providers and list brokers exist and they’re easy to find online. The big ones in the industry include players like List Giant or Hoovers. 

When it comes to direct mail, you want to spend the extra effort to make sure that you have your key audience in mind and are only sending to those that could benefit from your product and service. 

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Building a personal brand? Answer these 10 questions to kick-start your mission

Building a personal brand? Answer these 10 questions to kick-start your mission

 

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Personal branding is relevant more than ever in today’s economy of connection. Everyone has a unique story and experience to share with others.

Personal brands are especially beneficial for freelancers, artists, content creators, and similar roles. It provides a personality for their body-of-work.

If you’re one of them, you can use branding as an advantage in many situations that are related to your career and lifestyle.

So how does one begin to build a personal brand?

Start simple

When it comes to your personality, there are no rules as to what you must do. You are the face behind it all, so you should go with what intuitively comes to you.

Find a place to start by asking yourself some simple questions:

1.What do you want to accomplish with your personal brand? The simple act of thinking about your vision will get your creative juices flowing. Grab a piece of paper or open your text editor and start writing down your vision.

2.How does that look for you in terms of milestones one year from now? What about five years from now? Think about the things that need to happen for you to be successful in bringing your vision to life.

3.Why is all of this important to you? There must be a reason why all of this matters. I understand the part where you want to make a living out of your work but go a bit deeper with this one. Create a purpose that you can share with, and inspire others.

You’re telling a story

Everyone has a different background, and a big part of the process is finding a way to tell your story and inspire others on a similar path. Your audience needs to know and understand who you are before they can connect with you.

4. Where and how did your journey begin? A big part of becoming influential in the desired community is sharing your experience and knowledge of the relevant topics.

5.What lessons have you learned along the way? Share the good and share the bad. You’re a human just like the rest of us, and people need to see that.

6. What makes you qualified to speak on these topics? Think about everything that you’ve accomplished, and you can claim as yours. You do not always have to be an expert at everything in your field, but you must be a step ahead of your audience to guide them.

You’re here to help others

The internet is a place where everyone hangs out, and you’re trying to find and connect with the people that are right for you.

7. Who are you doing this for who? Think about the people that you’re trying to serve and how you fit into their daily life. First, narrow down their demographic characteristics such as age range, location, occupation, or any other relevant information.

8. How does a typical day for your audience look? Go beyond simple demographics and research the lifestyle they lead. The problems they face, the goals they set out to achieve, their mindset, and more. That will make it easier to find a place for your positive influence on their needs and goals.

9. How does your work fit into their life? Create a picture of how they spend their attention. Consider the people they already follow, the products and services they already use, and so on. If you understand their needs, you can think of creative ways to stand out from your competition.

Putting it all together

Trying to get your work out there without a strategy is leaving everything to chance or luck. That is why you need to have something that will guide you to success.

10. What is your winning strategy? There are many opportunities for you to fill in the blank by making sure that you provide the right content, service, or solution to your people. Think about the ways you can reach out to people, how to present your work to them, and how you’re going to hook them and pique their interest.


Don’t leave it all to chance. Sit down and plan out the next few months or even the following year. Set some goals on where you want to be one year from now, and how you’re getting there.

Author:
 
Chris Churlinov

WRITTEN BY

👨🏻‍🚀 Digital Marketer & Content Creator — More from me here: linktr.ee/chris_churlinov

How To Become A Customer Acquisition Expert

How To Become A Customer Acquisition Expert

If I Can Do It, You Can Do It

I started my career out as a “product guy.”  But about 4 years ago I realized that product was a small piece of the startup puzzle.  I became fascinated with how products were growing.  Thus, my journey on learning growth and customer acquisition began.  

I have a degree from the University of Michigan (Go Blue, btw!), but not in marketing.  I am completely self taught.  As a result of my learning, I have started multiple companies funded by tier 1 investors, held VP Product Marketing and CMO positions, grown consumer products to millions of daily active users, and advised/consulted numerous others on growth.

I’m not here to brag.  My point is, if I can do it, you can do it too and I want to share my tips and lessons learned.

 
Where You CAN’T Learn Customer Acquisition

First thing is first.  Let me clear the air on a few things so you don’t waste your time.  

1.  There is no one unicorn course/source that will teach you everything you need.  So stop searching for the one. 

2.  You will not learn digital marketing and customer acquisition in college. The realm of digital marketing is changing extremely fast, and the rate of change is accelerating.  Universities/colleges are too slow to adapt.  There are some foundational things you will get from college courses (that I will cover), but even those you can get in other places faster and cheaper.   

Going to college doesn’t hurt.  But our education system, plain and simple, is not teaching the things to to make people productive in the work environment.  Filling the gap between what you learn in college, and the skills to make you productive in the work environment is up to you!

3.  You will not become a customer acquisition expert by exclusively watching/reading endless courses and blogs.  At some point you just have to jump in and get your hands dirty.  More on this later.  

4.  Certifications are bullshit.  You will probably run into a bunch of online courses promising “certification for Google Adwords” or “certification for social media” or “certification for being xyz schmuck.” Ignore them.  Certifications provide little to no value and you are going to end up paying a premium.  I have also found that those courses are often worse than other material out there.  

The best employers in todays market don’t give a crap about these certifications.  They want to see examples of what you have done which is why my point below about getting something to experiment with is so important. 

Learning Plan – Shape Yourself Like A “T”

The world of digital marketing is HUGE today.  It is easy to get overwhelmed.  Having a plan and path is the most important part.  I have tried to simplify the path as much as possible.  There are three layers:

1.  Base Layer

These are non-marketing specific subjects that provide a base to build from.  Subjects in the base layer are used throughout the subjects in the next two layers. 

2.  Marketing Foundation

These are marketing subjects you should know that are used across almost any channel you use.  

3.  Channel Expertise 

The third layer is where you will need to make some choices.  Channels are all the different ways you can reach your audience.  It is near impossible to become an expert in all of the online marketing channels AND stay up to date on the latest changes.  Each channel is changing unbelievably fast in addition to new channels emerging.  

That is why I recommend a learning plan that will shape yourself like a “T” [See picture below].  Go broad by knowing the basics including pros/cons of most channels.  Then choose to go really deep on a couple channels.  Generalists are useless in most work environments.  As an expert in certain areas you will be able to build a brand around yourself and stand out from the crowd.  

expert.png

UPDATE:  I’m currently working on a series of posts that provide detailed paths for every position in growth and marketing.  Subscribe below to make sure you don’t miss them.

 

Which Channels Should You Go Deep On?

Ultimately this is up to you.  The key is to just choose.  But I’ll give you two things to consider as you are deciding.    

1.  Your Preference and Skills

Think about the type of person you are and where you are strongest.  Some channels orient more towards creative skills (i.e. Content Marketing, Social, etc).  Some are more quant focused (i.e. viral growth, paid acquisition, etc).  The closer the channel is to your strengths and passions, the better chance you have at becoming an expert in that channel.  Personally I am more of a quant person.  So I have tended to go deep on paid acquisition and viral mechanism.  

2.  Take A Bet On On An Emerging Channel

If you are just starting your digital marketing career and have many years ahead of you, I highly suggest leaning towards emerging channels.  Four years ago the emerging channels would have been Facebook and content marketing.  

If you are one of the early players in a new channel that becomes popular, it will accelerate your career.  Being early positions yourself as an “expert.”  For a period of time while the industry catches up, there will be low supply, but high demand of people like you.  This puts you in a position of many options with negotiating leverage.  

The safest bet would be to choose two channels to go deep on.  A proven channel that you know will be around for awhile (Search, Content Marketing, etc) plus one emerging channel.  

Some General Tips

Before I dive into all the different pieces, here are some general tips as you begin your learning.  

Get Something To Experiment With

In learning digital marketing, nothing is more valuable than hands on experience.  The courses I will list are useful.  But I really really urge you to find a product/company to try out what you learn as you take the courses.  Maybe you are already in a company.  If not, volunteer as an intern somewhere.  Or use yourself (via a blog, mini website, etc) as the experiment.  

Learn From Others

One of the best things you can do is follow other awesome marketers who produce content online.  Here is a list of just some of the guys that I follow:

Andy JohnsNoah KaganAndrew ChenRand FishkinAvinash KaushikDave McClureHiten Shah

Oh yeah, don’t forget to follow me as well 🙂

Learn From Other Companies

Once you have chosen the channels you want to go deep on, identify a few companies that are executing in those channels really well.  Follow their tactics like a hawk.  For example, in content marketing I would pay attention to companies such as Moz, Hubspot, KissMetrics, and Buffer.  Use tools to research and follow their strategies such as Moz Research Tools, Followerwonk, SEMrush, WhatRunsWhere, and SocialCrawlytics.  

Keep A Scrap Book

No, not like the one that your mom has with naked pictures of you as a baby.  Keep a digital collection of examples and resources from other companies that provide inspiration and ideas.  I use evernote and every time I come across a great marketing email, landing page, ad creative, info graphic, on boarding technique, etc, etc I store it and organize it in Evernote.  That way when I’m designing a new email campaign down the road, I have numerous ideas and examples to refer back to.  

The Base Layer

The base layer are topics that aren’t marketing specific, but provide an essential foundation of knowledge to build from.    In no particular order…

Basic Statistics

All of digital marketing is going to have a quantative element.  It is important to understand the basics of statistics so you can make sense of the numbers.  At a minimum I recommend being familiar with, statistical significance, distribution analysis, confidence intervals, regression, and mean/median/mode. 

Introduction to Statistics via Udacity (course) 

Statistics One via Coursera (course) 

Basic Programming

Programming should be required for anyone who is going to work in a technology company.  But specifically for a role in marketing you will find that the biggest resource constraint for any company is engineering.  So the more you know how to do on your own, the faster you can move and the more value you can add.   You don’t need to be a master programmer but it is very useful if you understand code and know how to hack specifically on front end technologies including HTML, JavaScript, and CSS.  Bonus for learning a language like Ruby on Rails or Python.  Courses I recommend:

Intro to Programming (base concepts)

Learn HTML and CSS via Treehouse

Javascript and JQuery via Treehouse

Simple Ruby on Rails via Treehouse

Intro to Computer Science (for Python) via Udacity

Product Design & UX Principles

The past few years we have seen a greater movement towards design as a critical piece of communicating marketing efforts on the web.  So much so that in some cases design can be a competitive advantage (link).  You don’t need to become a designer, but you need to understand how elements of design interact with marketing.  

Design For Hackers (Book)

Lean UX (Book)

Dribbble (Resource for Inspiration)

Analytics

Online marketing has become more and more analytics driven the past five years, and I believe we are just getting started.  Understanding the principles of analytics and how to integrate and use analytics tools such as Google Analytics, Mixpanel, KissMetrics is vital.  

Web Analytics (Course) 

Lean Analytics (Book)

Web Analytics 2.0 (Book)

Avinash Kaushik Blog (Blog)

Google Analytics Learn (Resource)

Behavioral Psychology

Statistics, analytics, and excel will help you understand what users are doing.   But a key to marketing is understanding why users are doing what they are doing.  To understand why, behavioral psychology comes in handy.  

Nir Eyal (Blog)

Influence (Book)

The Power of Habit (Book) 

Paradox of Choice (Book) 

Drive (Book)

Thinking Fast and Slow (Book) 

Predictably Irrational (Book) 

Branding/Positioning/Storytelling

Most users/customers don’t respond to you selling features.  They respond to you selling a story.  Telling that story through branding and positioning is critical to standing out of the crowd in todays noisy market.  

Why, How, What Framework (Video)

Why, How, What (Resource Site)

Positioning (book)

Marketing Foundation Layer

Building on the base knowledge, the marketing foundation layer are marketing specific topics used across almost any marketing channel you choose to become an expert in.  

Conversion Rate Optimization

Conversion Rate Optimization (CRO) is the process and tactics used to uncover why your users aren’t converting to a particular action, and the things you can change to improve.  A lot of the use cases will talk about Landing Page CRO, but a lot of these same techniques can be used to optimize other actions within products.  

The Big Picture of CRO by Rand Fishkin (Video) 

CRO Basics (Resource)

50 Posts on Conversions (Resource)

Unbounce (Blog)

Conversion Rate Experts (Blog)

Optimizely (Blog)

Copywriting

Whether you are writing full blog posts, or just two line Google Ads, copywriting and the consumer psychology behind copywriting is an essential skill.  A couple suggestions on courses

The Web Copywriting Bible (eBook)

The Only Copywriting Course You’ll Ever Need (Video)

Copyblogger (Blog)

Gary Halbert Boron Letters

Funnel Marketing

Funnel marketing is framework in how to map out journey from awareness to purchase/conversion of your customer and user.  Understanding this framework is vital for any online marketer.  

Startup Metrics For Pirates by Dave McClure’s (Presentation)

Startup Metrics For Pirates (Video)

See – Think – Do Framework (Resource)

A/B & Multivariate Testing

A/B testing teaches you how to properly test new ideas for copy, features, calls to action, everything.  You will start to understand why one of the base layer pillars is statistics 🙂

Always Be Testing (Book) 

Optimization and A/B Testing (Course)

A/B Testing Ideas (Blog)

Basic Photoshop & Wireframing Skills

I commonly find myself in photoshop/wireframing tools tweaking landing pages, calls to action, ad creative, etc.  This is similar to Programming and Database skills.  You can either wait around for someone else to do it, or know some basic skills and jump in yourself.  Bottom line recommendation, get familiar with Photoshop. 

Photoshop Foundations (Course) 

Note…There are TONS of photoshop courses online.  Here are some more on Lynda.com.  You do not need to become a photoshop expert.  Take the first course I listed, and go further depending on your interest.   

Database Querying

There will always be a set of data you want to look at that isn’t available through your analytics or in house tools.  Especially in the early days when you probably don’t have the resources to invest in in-house tools.  You can either wait for engineers to pull the data for you, or learn a little SQL and jump in yourself.  

SQL Database for Beginners (Course)

Excel & Modeling

No matter how many analytics tools you have within a company you will always resort to excel at some point to analyze data.  Knowing your way around excel will become very valuable. Course I recommend:

Beginner, Intermediate, and Advanced Excel via Udemy (course)  

Channel Expertise Layer

Now that we have some foundational skills we can talk about diving into certain channels.  Once again, shape yourself like a “T.”  Know the basics of each channel, but go deep on 1-2.  The materials listed below should cover the basics of each channel.  These channels are listed in no particular order.

Virality/WOM

Virality and WOM is core growth component to most online B2C companies.  While there are few resources on the topic, you should understand two things.  

1.  The different types of viral distribution.  

2.  How to measure, model, and analyze viral distribution.  

Viral Marketing Is Not A Strategy by Andrew Chen

What’s Your Viral Loop 

The Science Behind Viral Marketing 

How To Model Viral Growth Part 1(Blog Series) 

How To Model Viral Growth Part 2

How To Model Viral Growth Part 3

Search PPC

Search PPC is a very crowded channel, but can still be one of the most effective due to its high intent.  

PPC Training (Course) 

Learning Adwords (Course)

Google Adwords Essential Training (Course)

Wordstream Blog (Resource)

Facebook Ads

Facebook Ads is becoming one of my favorite channels due to the unique targeting.  The channel is still changing quickly as Facebook tweaks their optimization algorithm and launches new ad formats.  

Starters Guide to Facebook Ads (Resource) 

Profitability With Facebook Ads (Course) 

Traffic Black Book 2.0 Facebook Section (Course)

SEO

While SEO is another crowded channel, it is still driving growth for many recent high growth startups such as Quora and AirBnB.  SEO is a very valuable channel to learn and harness.

Moz.com SEO Learning Center (Resource)

Moz.com Blog

SEO Training (Course)

The ClickMinded SEO Optimization (Course) 

Distilled Training (Resource)

Social

Social is an extension of almost all marketing strategies today.  There is a growing list of social publishers (Facebook, Twitter, Pinterest, Instagram, Youtube, Vine, the list goest on).  Understand which publishers and tools to use for which strategies.    

Social Media Marketing w/ Facebook and Twitter (Course)

Social Media Market Training (Course)

Content Marketing

Content marketing is the latest rage especially among B2B startups.  Content marketing paired with a high powered social or SEO strategy is extremely effective.  If you think it just involves blogging and info graphics, then I highly recommend digging deeper into the resources below.  

Inbound Marketing University (Resource) 

Content Marketing Institute (Resource)

Inbound.org (Community)

52 Content Marketing Lessons

Display & Retargeting

While most marketers turn their nose up at display ads, it is still one of the highest volume channels available.  The display world can be massively complicated (http://visual.ly/display-advertising-technology-landscape) , so take the time to learn the details.  

Media Buy Academy (Course)

Traffic Black Book 2.0 (Course)

Mobile

Mobile is an emerging channel still.  The number of resources is slim, and the ones that exist don’t go very deep.  Many of the other channels I have listed here (Facebook, Display, Google) have mobile components.  The best way to learn is to dive in.  

Market Motive Mobile Marketing (Course)

Mobile Marketing by Knowledge.ly (Course)

Hacking App Store Growth (Course) 

Sales

Efficient sales models are still a leading path to growth especially for anyone focusing on B2B companies.  

Building A Sales & Marketing Machine by David Skok (Blog Series)

Ultimate Sales Machine (Book)

PR

I have to admit, PR is probably one of my least favorite marketing initiatives.  It is not a marketing strategy in itself, but it is an extension of a strategy with another channel at its core.  My personal recommendation is to become an expert in one of the other channels I have listed here.  

How To Get Media Coverage For Your Startup (Blog Post)

Jason Calacanis On Startup PR (Blog Post)

Media Training Starter Series (Course)

Startup PR (Course)  

Email Marketing

Email is still one of the most (if not the most) effective communication channel with customers and users.  Mobile and the use of data is changing how companies do email marketing.  Here are some suggested resources to get started:

Mailchimp Blog

50 Posts About Email Marketing

Email Marketing Statistics and Benchmarks

Advanced Email Marketing 

See my post – From 0 to 2 Million DAU: A Guide To Growing Your Startup via Partnerships where I cover this channel at length.  

Author:

Written By Brian Balfour

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Motivational Quotes To Kick Start Your Day

“To give real service, you must add something which cannot be bought or measured with money, and that is sincerity and integrity.” – Douglas Adams

_____________

If you can have the passion, then passion will carry you, it will motivate you. It will allow you to overcome the obstacles. – Ben Caballero, of HomesUSA.com 

_____________

You’ve got to have your goal so big that you have to take huge actions to achieve it. – Mark Spain, Real Estate Broker

The Funny Side of real Estate 

“Please, tell me more about how you’re an expert in real estate because you watch HGTV.” -Someecards

 

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The Fact is that 95% of Small Business was not Prepared for the Pandemic.

Our Clients Were!

More Than An Accounting Service!

Consultant * CFO *Partner

Your Success is Our Number 1 Focus.

Bank & CC reconciliation,
Accounts Payable
Accounts Receivable
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Invoicing
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QuickBooks Online
Much, much, more.
+++Business Credit Builder

Save up to $24,000 per year!

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Best email subject line examples: 16 world-class examples to inspire your next campaign

Best email subject line examples: 16 world-class examples to inspire your next campaign

 
Best email subject line examples: 16 world-class examples to inspire your next campaign
One of the things I’m still working on as a professional is my elevator pitch.

That short, pithy, elevator ride-long explanation of what I do and why the person I’m with should be listening to me instead of that sweet, sweet muzak overhead.

And it’s no easy task. 

Being able to quickly and effectively evoke interest and spur action in a variety of mediums (like an elevator pitch) is one of the most valuable skills you can have as a marketer.

It is even more important, however, when it comes to succeeding in email marketing. 

Email ever-after

Contrary to popular belief, email is still one of the most powerful marketing tools at our disposal. In fact, for every $1 you spend on email marketing, you can expect an average return of $32

But success with email marketing relies heavily on your subject line. 

Your email subject line is your one chance to stand out from the sea of spam and prove yourself worthy of a click.

You need to be able to pique curiosity to get eyes on the more detailed message, link, or video inside. 

However, unlike being stuck in an elevator with someone with voice and hand gestures to get your point across, in email, you only have a short line of text and characters. 

To help you get the most out of them and win your readers over with your next campaign, I’ve compiled 16 of the best email subject line examples and the strategies behind them.

Best email subject lines examples

Brevity:

The key to getting any email clicked is piquing curiosity or interest. One of the easiest ways to do that is by being brief. 

Brevity leaves a lot of room for questions in the reader’s mind — and what’s the easiest way to answer them? Clicking through. 

Plus, roughly 46% of emails are opened on mobile devices and most email clients truncate email subject lines longer than 33-43 characters on mobile. So, if you want to get your message across, keep it short.

1. “Work friends”

email-subject-line-examples-workfriends

Inc. did a great job keeping its subject line brief in this example. It’s completely relevant to the subject matter of the email but is vague enough to urge the recipient to click through to get the full message. 

2. “binge worthy”

email-subject-line-examples-brevity

Margo Aaron is a writer and self-declared “accidental marketer” whose weekly email newsletter always arrives with some subject line gold. (Fair warning, she’ll be mentioned in this piece a few times.) 

In this example, she leaves you wondering, “what’s binge worthy?” “Is Margo talking about content, this email, or her latest Netflix endeavor?” 

Whatever it is, you need to click open to find out. 

Shock value:

Want to grab more eyes? Do it with something unexpected. 

3. “go the $#@^ to sleep”

email-subject-line-examples-shock

In another example from Margo (See?), she employs a censored expletive to command inbox attention and, once again, make you want to click in see what exactly she’s so fired up about. 

While this won’t work for every audience, if your brand is known for humor and a casual tone, a little shock value may get you the open rates you’re looking for. 


Humor:

Laughter is the universal language. Using it (in a brand and audience-appropriate way) can not only delight your audience but make them want to click open for more fun.

4. “be the cheeseboard”email-subject-line-examples-humor

Laura Belgray is another copywriter who knows her way around a great subject line. In this one, Laura puts her trademark, oddball sense of humor on full display saying “be the cheeseboard.” 

While many of you reading this may be a little confused reading this, for fans and subscribers, the humor lands and urges them to click open to see what awaits inside.

Even if it doesn’t, however, a little bit of playful confusion can also encourage readers to click through. 


Mystery: 

5. “You Didn’t Hear Me Say >>THIS<< at Latercon”

email-subject-line-examples-latercon

This example from Jasmine Star of Later is clickbait at its best. 

It’s completely relevant to the value shared in the email as well as the audience at hand (attendees of the Latercon conference) but forces the recipient to trade their click for the full information. 

6. “You definitely don’t have these yet (and they’re 30% off)” 

email-subject-line-examples-mystery-jcrew

This example from J. Crew leaves recipients asking, “I don’t have what?”

The difference here is that J.Crew Factory combines both a sense of curiosity with a discount incentive to fuel open rates and clicks. 

This helps to assure the recipient that there’s something in it for them, which helps in furthering their decision to take action. 

While a lot of the subject lines invading our inboxes are fairly trivial, this type of incentive is designed to grab people’s attention and make them want to take advantage.  

Speaking of incentives…

Incentive:

What’s in it for me? When it comes to requests from marketers, this is a natural question to enter a buyer’s mind. 

Rather than letting them guess, spell it out to them directly in your subject line and consider sweetening the deal with a little something extra. 

7. “$1 Off? Yes, please!”

email-subject-line-examples-brueggers

Now, this is a popular tactic when it comes to retail or B2C businesses. In this example, you’ll see that Bruegger’s Bagels didn’t play coy about the treat hiding in this email. Rather, it screams, “Click here for savings!”

Urgency:

Curiosity aside, when people are up against a deadline, they are much more likely to take action. That’s why creating a sense of urgency with your subject lines can also be a very powerful tactic.

8. “Now you see it…tomorrow you won’t!”

email-subject-line-examples-urgency

Fairytale Brownies does a great job of employing two email subject line tactics in this example. Not only does it make the recipient wonder what “it” is, but also let them know that whatever it is, it won’t last forever. 

Time is running out to fill that curiosity gap so you need to act immediately!

9. “TIME’S ALMOST UP [Hour Glass] Final hours for 30-50% off EVERYTHING”

email-subject-line-examples-express

In this example, EXPRESS takes a similar but more aggressive approach to create urgency by getting more specific about how much time remains and using capitalization and an emoji to emphasize the message. 

Personalization: 

Experian found that personalized emails boast six times the transactions of emails that aren’t personalized and with good reason. People are conditioned to respond to their names, and when we see or hear things we can relate to (e.g. our home state, an interest), our ears perk up. 

10. “Now is not the time, Ramona”

email-subject-line-examples-personalization

Making her second appearance here, Laura Belgray certainly grabbed my attention by incorporating my first name into this subject line. 

Though, as a marketer, I’m familiar with this tactic, it’s likely the people you’re emailing aren’t. 

Seeing their first name or other relevant information makes the message feel like it was created specifically for them. It feels more thoughtful and personal. Most email clients like HubSpot make this easy to do at scale. 

Aspiration:

As marketers, it’s often our job to give buyers something to aspire to. We should highlight a state or experience that they want in their lives that our offering can help achieve. Your email subject line can help accomplish this.

11. “Become a content master” 

email-subject-line-examples-aspiration

ON24 taps into my desire to be the best content marketer possible with this simple but effective subject line. It shows me what can be achieved by opening the email; I just need to click through. 

12. “What the Cool Kids Are Wearing…” 

email-subject-line-examples-old-navy

Back in 2016, Dos Equis launched its “Interesting Index” campaign, where it ranked how interesting each participant compared to the others across the world. 

They used an algorithm that scraped a person’s Facebook data (i.e. likes, “check-ins,” events, etc.) to determine scores for originality, thirst for knowledge, worldliness, and sense of adventure.”

Their efforts were rooted in aspiration, a marketing tactic used by brands to drum up interest surround their product or service. 

Old Navy’s subject line above followed the same path, as they leverage the concept of “cool kids” to encourage recipients to take the next step. 

This approach is very similar to the psychology behind celebrity endorsements or influencer marketing. 

When a fan sees Jennifer Aniston promoting Aveeno skincare products, it’s likely that they’ll be more inclined to look into the brand. 

When Old Navy makes the claim that the “cool kids” are wearing this stuff, the recipient begins to feel that if they want to be cool, they need to wear these things too. 

[Queue the eager email click-through.]


Emoji Use:

While many still debate the place of emojis in business, their effectiveness shouldn’t be ignored. CampaignMonitor found that 56% of companies that used emojis in their subject lines saw a higher response rate. 

This is likely because people are used to using emojis in their everyday lives and are, in turn, responsive to them, or simply because visuals draw the eye. So it’s certainly worth investigating. 

Here are a few examples of how you can use emojis to create both professional and playful tones.

13. “It’s time to start writing [handwriting][green checkbox]”

email-subject-line-examples-emoji

Here, Margo returns with a subject line that delivers a simple and direct call-to-action for her recipients. 

She balances this simplicity by incorporating a bold green checkbox emoji and a hand writing with a pen. These symbols not only make the email stand out in an inbox but also effectively illustrate the subject matter. 

14. STOCK UP! 20% off all your favorites [mind blown]”

email-subject-line-examples-ulta

In this more casual example, Ulta Beauty uses the mind-blown emoji to draw the eye and playfully show just how good this deal is. 

Informality:

Email first gained popularity as a way to connect with our friends and loved ones. 

Today, however, our inboxes are flooded with sales pitches and cold, formal messages from people we don’t know. As a brand, you can grab eyes by cutting through this with an informal, friendly subject line like the following. 

15. “what a pain – srsly”

email-subject-line-examples-informality

Laura Belgray may be speaking to B2B subscribers in this subject line, but with her use of all lowercase letters and shorthand for the word “seriously,” she creates a refreshing, casual tone that makes them want to read more. 

16. “Creepy AF”

email-subject-line-examples-really-good-emails

Now, this last example from Really Good Emails may not sit well with all audiences, but they do a wonderful job of capturing a young, friendly voice that will resonate with their readers. 

This is a phrase that many of their recipients likely would hear from one of their close friends; not something they’d expect from a company. 

Let’s change the subject (line)

In the end, it doesn’t matter how wonderful the copy or offer of your email is. If your subject line doesn’t strike a chord with your audience and drive them to click open, your campaign will never get off the ground. 

As you plan your next marketing email, consider the ten tactics and 16 examples above and test out different subject line options.

Think about your audience, what other types of emails they might be getting, and what will stand out to them. You may be surprised by what will catch their attention in the heat of the inbox battle. 

Author:

Impact

Ramona Sukhraj

Head of Editorial Content, Strategized Initiatives That Increased IMPACT’s Website Traffic From ~45K to ~400K

 

Whether you are a Realtor, Financial Planner, Residential Loan Officer, Accountant, or Entrepreneur you can start a lucrative career in Business and Commercial Real Estate finance.

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All the Support you deserve

All the Potential you can Reach

Learn More * Do More  * Earn More

And Register
or

Email  Us

And A Support Professional Will Contact You To Answer any Questions and Get You Started.
 

The Fact is that 95% of Small Business was not Prepared for the Pandemic.

Our Clients Were!

More Than An Accounting Service!

Consultant * CFO *Partner

Your Success is Our Number 1 Focus.

Bank & CC reconciliation,
Accounts Payable
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Financial Reports
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Invest Securely and Help Small Businesses

  • Earn up to 24%
  • Start with as little as $1,000
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Start and manage your own retirement, rainy day or health care fund, or simply make money on your money.

Small business is the heartbeat of our communities and you can help them grow by securely investing in their growth.

Short term (6 Months) with low rates (1/2 of typical MCA’s) with monthly payments.

For the discerning business owner it’s a sensible alternative to grow their business.

For the investor, it’s a great way to securely earn high returns.

Want to Learn More

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Motivational Quotes To Kick Start Your Day

“To give real service, you must add something which cannot be bought or measured with money, and that is sincerity and integrity.” – Douglas Adams

_____________

If you can have the passion, then passion will carry you, it will motivate you. It will allow you to overcome the obstacles. – Ben Caballero, of HomesUSA.com 

_____________

You’ve got to have your goal so big that you have to take huge actions to achieve it. – Mark Spain, Real Estate Broker

The Funny Side of real Estate 

“Please, tell me more about how you’re an expert in real estate because you watch HGTV.” -Someecards

 

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Ebizmore.com

Providing the difference in order for you to obtain the best rate and terms for your clients.
We Make It Possible

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Underwriting Specialist Review
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  and more

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More Programs – More Opportunity

Find Out More 

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Commercial Hard Money

Bridge Loans

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or

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  • Lite, and No Income Documentation
  • 100k t0 $50 million +

Property Types

  • Multifamily
  • Light Industrial/Warehouse
  • Mixed-Use
  • Office
  • Retail
  • Self-Storage
  • Mobile Home Parks
  • Single Family

All Property Types

Ebizmore for all your investment real estate financing needs.

Learn More – Do More – Earn More with ebizmore

Learn * Download Forms * Submit

Register Now

or

You Need It

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BK must be over 4.5 years

Collections, Judgments, Late Payments must be over 12 months

Learn More

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7 things sales reps are doing wrong with email outreach

7 things sales reps are doing wrong with email outreach

I’m going to get real with you for a moment: Times are tough, especially if you’re in sales. 

It might feel at times that you have the weight of the organization on your shoulders; that it’s up to you to make sure you’re keeping the lights on for the business and that you and your fellow colleagues have a job. 

Each email you send out, each phone call you make impacts the revenue you’re able to help bring to the company, which is why it’s incredibly important to know if the emails you’re sending to prospects are helping you or hurting you. 

Are you confident in your sales email game?

Here are seven things that I’ve seen come through my inbox that sales reps are consistently doing wrong with email.

1. Emails are too wordy

We all have pretty short attention spans. In fact, research shows that a person has an average of an eight-second attention span. This makes reading through emails (unless we are genuinely interested) really difficult. 

More times than not, I see sales emails come through that are walls of information. 

Now, I know the sender likely has the best intentions when putting it together. In fact, you might be thinking to yourself, “I do this too to make sure I can get as much information across as possible while I have their attention.” 

You might also be trying to provide extra information to cast a wide enough net and hope something you said will stick. 

But instead of you reeling the person in with your well thought out novel, you’re turning them off. 

You need to be writing emails in a way that can be skimmable. With attention spans so short, people don’t spend time reading through every word, which means you need to find a way to help someone read your content in the most digestible way possible. 

When trying to make your emails more concise, read through and ask yourself: 

  • Does the prospect need this information right now, or is it something I can bring up if the conversation is continued at a later time?
  • Is what I’m saying valuable information to the prospect, or more self-serving?
  • Do I have any filler or fluff words that can be removed? 

If you go through this exercise and you still have a somewhat lengthy email and there is nothing more you can take out, consider bolding the most important pieces, but we’ll go into another tactic shortly that can help you condense your emails down immensely. 

You’ll want to stay tuned. 

2. There is no clear call-to-action (or too many) 

When you’re crafting your email communication, are you planning out the appropriate call-to-action? What is it that you want the prospect to do after the email? 

If your immediate response is, well I don’t clearly spell it out, you aren’t being strategic. 

You need to be clear about exactly what you want the prospect to do next or else what was the point of emailing them in the first place?

Don’t assume they’ll know the next step to take and make sure that whatever that step is, that it is appropriate for where they are in their buyer’s journey.

Is this the first time that you’re communicating with your prospect? Are they unfamiliar with your company/services? Is your email providing educational information to help them with the pain point to begin building trust and credibility? 

Use that opportunity to encourage them to consume the content you’re providing and be very clear about the value they will get from doing so. 

If your prospect is at the stage where they are ready to speak with someone at your company even consider adding a call-to-action where they can book a time directly on your calendar. 

Here is an example of what the call-to-action features looks like in Vidyard

But what about the other end of the spectrum? What if the issue is you have too many things you want them to do?

Providing too many next steps could be one of the reasons your email is too lengthy, but could also lead to lower click-throughs purely because it was incredibly confusing for the prospect to know what to do next. 

I’m sure your thoughts behind including more than one call-to-action is that you want to provide all the steps so they can self select the one they are most comfortable with at the time, but instead, be strategic. 

Break up the messages and be mindful about what emails and actions prospects are getting and when. 

Make sure you are aware where the prospect is in the journey and segment them accordingly so the message match is there. This will make your outreach more effective and more likely to earn more clicks. 

3. Emails are not customer-focused

One of the quickest ways to turn off a prospect is to talk about yourself. 

People are interested in getting value, being educated, and building a relationship before committing to a purchase. In fact, going for the sale right away without building trust can be a turn off for many people and the quickest way to have your email deleted.

In fact, 71% of buyers/readers say they were turned off by content that seems like a sales pitch. 

Instead of trying to sell right away, consider finding a way that you can help educate and then determine from there when the right time is to talk about how you can help them through your product or service.

How can you best educate your prospect? Utilize the content your marketing team has created for you that you know would be helpful for your prospect and their particular pain points. 

4. Subject line isn’t optimized

Subject lines are critically important. In fact, many sales professionals say one of their biggest issues with bringing in sales is getting prospects to even open or engage with their emails in the first place. 

There are two common issues when it comes to sales email subject lines: they are either are a bait and switch and have nothing to do with the content inside the email (which ticks people off) or they’re flat too boring for the recipient to open an email from someone they don’t know. 

So, this should be a starting point of optimizing your email efforts. 

One of the things you can do that is almost guaranteed to help increase your sales email open rate is to use the word “video” in the subject line. 

Doing this has proven to increase open rates from 7% to 13% on average according to SwitchVideo. 

Try taking your best performing subject lines and adding

at the end of it or consider saying “[Contacts name], I created this 60-second video message for you” or “Check out this 60-second video message inside!”

But of course, you can only do this if there’s actually a video in your email, which brings me to point #5.

5. You don’t have a personalized video included 

One of the best ways for you to stand out amongst all the other stale, un-engaging sales emails is to create a personalized video

Personalized video allows the person watching to see, hear, and get to know you on a more human level, even if you have never spoken before. This builds trust and trust is the biggest factor needed to close business

Personalized video also allows you to convey your message in a stronger, more catered way. Think about if you could see a video of the person sending you a sales email versus just getting a text-based message. 

With the video, you know they took the time to make this specifically for you, you’d probably be a bit more willing to listen.

This also makes the emails you’re creating more digestible. Instead of having too much text, you can break it up by taking most of what you want to say in text, and putting it into the video. 

Sales reps are beginning to do more personalized videos in their sales communication since COVID-19 hit, but there are still far and few between who are not doing it which will allow you to stand out amongst your competition. 

6. Not including questions

How do you feel when you go to a party (during non-COVID times, of course), are having a conversation with a new person, and that person goes on and on about themselves and at no point asks you any questions about yourself? 

Probably pretty annoyed. 

Well, this is how your sales emails are coming across if you aren’t taking the time to open a dialogue by asking open-ended questions. 

Open-ended questions leave room for sharing and deeper discussion and, most importantly, encourage a response. 

If you want to get a prospect to open up to you and begin to trust you, you’re going to have a much easier time by asking this type of question than speaking AT them..

And don’t feel that you need to complicate it. 

Keep things short and sweet and get right to the point with a question that can help you get to know them and their needs better. 

Are there questions you ask on sales calls that typically gets you into a deep discussion? 

Try asking a question that is tied to an interest of theirs or a pain point like.

Some questions I might ask specific to a prospect I’d reach out to would be: 

Where is your sales team struggling with video in the sales process?

How are you adapting your in-person sales process to virtual?

7. You’re not taking advantage of your thumbnail real estate

For those who are using personalized video in your sales emails (and those who are now interested in jumping on the bandwagon), it’s critical that you think through how your video thumbnail can work for you and not against you. 

You want to avoid having your video thumbnail just be an animated GIF of you waving hello. First off, it’s self serving and the person on the other end if this is early on in the sales process doesn’t know who you are. Secondly, there are many other ways you can be strategic and take advantage of your thumbnail real estate.

Instead, consider using a whiteboard or a piece of paper and writing out a question that is tied to your prospect’s pain point, and include their name. 

Just make sure that what you put on the whiteboard is connected to what you are talking about in your video. You can also consider having the prospect’s website or LinkedIn page pulled up, which is a feature many personalized video tools have. 

Here are some examples: 

Notice how I am not the focus of these, but the customer or the message to them is. 

In addition to avoiding a bland thumbnail, you also want to avoid showing your own website or product. Your thumbnail should put the focus on the prospect. This will help them know you took the time to create the video specifically for them; It isn’t just some wide net you’re casting. 

Now that you know what not to do…

Being in sales isn’t easy, especially right now, which is why I’m hoping these seven things will help you strengthen your sales communication game. 

They are small things that, if changed, can make a large impact when it comes to helping you get more sales email build trust, and ultimately, stand out in a competitive environment. 

If you’re interested in diving deeper into how you can begin using personalized video in your sales process, make sure to check out my two courses: 

Author:

Myriah Anderson

IMPACT+ Community Manager, 6+ Years Marketing Experience, Track Record of Helping Clients Double Their Traffic and Leads

 

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27 powerful LinkedIn business pages examples to inspire you

27 powerful LinkedIn business pages examples to inspire you

 
 

“Hey, let’s connect on LinkedIn!” 

Hearing this, I was baffled. 

Huh? Not a business card? Or a phone number? 

“Make sure you check out our business page, too. There are some cool job opportunities available.”

Business page? Job opportunities?

Not so long ago, this is what went through my mind when others asked to connect on LinkedIn. Over the years, I’ve realized I’m not alone. 

So, here’s the deal, folks — baffled as you might be now, as I was, LinkedIn is a must-have for business professionals.

It’s the hub for digital networking and building professional relationships with your peers. The platform allows you to connect with others in your field (or not in your field), share valuable content and insights, and even find your dream job. And yet, so many businesses don’t know or take advantage of what LinkedIn has to offer. 

In many cases, businesses create a LinkedIn business page because they feel they have to, rarely embracing the opportunities it can bring. 

Why LinkedIn business pages matter

Let’s go back to that moment of confusion I shared earlier. 

I was attending a conference, giving and taking business cards, exchanging handshakes, all the works for finding a job. I wasn’t expecting an in-person LinkedIn request. 

Fast forward a day or two, I checked out their profile and navigated to the business page, crossing my fingers for a job opportunity and I was instantly turned off by what I found.

They had a nice cover photo, but it couldn’t cover up a lot of other issues with the page:

  • The information provided on the page was extremely generic.
  • There was no content or opportunities present for audience engagement.
  • And, of course, there were no job listings of any kind (as I was promised).

I exited their LinkedIn business page, and at the same time, their company exited my mind. 

Compare my experience to what you may experience with a company’s website. Doesn’t sound that different, right? 

Pretty early on, you can tell if some of the fundamental pieces are there (or not there), and base your response on that. 

A business’s LinkedIn page, just like their website, is a huge opportunity to present who a company is, what they do, and why people should want to follow their brand. 

That’s the impact of an effective or ineffective LinkedIn business page.  

Today, there are over 690 million members on LinkedIn, and users are more engaged than ever on the platform. 

That’s why your business’s presence on LinkedIn is crucial to building a strong brand reputation and for creating connections with job seekers, advocates, and your prospects or customers. 

Whether you are updating your current page or creating one for the first time, here are the most important factors you need to consider for building your company’s LinkedIn page. 

How to optimize your LinkedIn business page for success

1. Fill out all the information on your business page

If your page doesn’t have all the necessary information filled out, you immediately lose credibility with the user visiting your page. 

Sure, it can seem like a no-brainer, but so many companies fail to do this and it hurts their performance significantly. 

In fact, according to LinkedIn, companies who fill out all the information get 30% more weekly views on their pages than those that don’t. 

What do you need to fill out? 

  • Logo and cover image: These visual aspects make your business page recognizable and visually appealing. 
  • Company overview: Discuss who your company is, what you do, and other information users ought to know such as a mission statement or core values that define your brand. 
  • Company information: Your company’s website URL, Industry, number of employees, office location or address, and specialties are all key pieces of information that will help you in searchability. 

2. Make your business page SEO-friendly

As with a website, your LinkedIn page is going to rank for keywords both in Google and LinkedIn itself. 

As you are building out your business page’s basic information (as highlighted in Step 1), cater your copy to include those enticing, powerful keywords that can drive search traffic. 

Imagine a high-level job candidate searching for a technology company in the Dallas, Texas area. 

If your page is well optimized for related keywords, you could be the first company that pops up in their results and you now have a top-quality candidate knocking on your door. 

Start with your page’s overview section. You can set the tone with engaging text that is not only keyword-rich but also enticing for your audience to read.  

Next, move to your basic company information and the specialties you list. 

Those keywords are going to make it easier for search engines both in LinkedIn and abroad to find companies that relate to a given user’s search.

What does it look like all together? Take a look at Intel Corporation’s LinkedIn business page

Intel_Corporation_About_LinkedIn

They optimize their page to be searchable by search engines while still providing an engaging and empowering tone for the reader, using strong keywords like technology leader and artificial intelligence.

3. Share open job opportunities

LinkedIn is one of the largest job search engines in the world, with over 20 million jobs currently available.

Posting open job opportunities directly in the Jobs tab of your business page will help optimize the page overall in several ways. 

First, your job opportunities, and in turn your page, will be listed in both Google and LinkedIn’s job search engine. 

If a user were to search “digital marketing jobs LinkedIn,” into Google, they’d get the following page:

digital_marketing_jobs_linkedin_Google_Search

Google will first plug LinkedIn as the first website to go and find these opportunities. However, it will also have direct plugs based on your location (should you choose to filter it) so that you can find positions near you. 

Second, any keywords included in the details of the job post will drive more traffic to your page when those keywords are searched. 

By adding these job opportunities to your LinkedIn business page, you will perform better in search results, bring more interested traffic to your page, and get in front of the top talent you are looking for.  

4. Share engaging content regularly

Even when a company’s LinkedIn page has the basic information filled out, there is still much to do in order to make the page actually feel engaging, active, and alive, starting with content. 

Hopefully, you are already creating great content on your website in the form of videos, articles, and downloadables. 

Share that content on your company’s LinkedIn page! 

It was found that by even posting on a weekly basis, companies see a 2x lift rate on their page and post engagement. 

Further, visual content gets significantly more engagement than text-based content. 

Videos on LinkedIn specifically get 5x as much engagement as typical text posts, with LinkedIn Live video getting 24x engagement

Images also garner a significant boost, averaging more than 2x the comment rate. 

Whether you are sharing interesting industry insights, a recent company update, or showcasing your content, make it visual. 

5. Engage with your audience and be an active industry voice

The final step to building a powerful LinkedIn business page is to be actively engaging with your audience.  

As with building any social media following, you can’t just sit around and wait for the people to pour in. You have to engage with them directly. 

If you want to engage with an industry expert, try using mentions to tag them directly in the post. 

Industry leaders will have significant followings with the audience you want, so by either tagging them in your posts or by commenting on theirs, you can get engagement from the audience you care about. 

Or, if an employee, customer, thought leader or brand advocate tags your page in their post, give it a reshare to increase exposure. 

Another great option is to use relevant hashtags that your target audience is also using and following. This will get your content in front of the right people and build up your credibility in the given space. 

27 examples of powerful LinkedIn business pages

There’s a lot of ground to cover when you want to create an effective LinkedIn business page. 

To help you get started, here are 27 great LinkedIn business pages that are excelling at these five steps and what sets them apart. 

1. HackerEarth

HackerEarth_Overview_LinkedIn

HackerEarth is a developer assessment software used to measure the skills of developers during the hiring process. 

What makes HackerEarth stand out on LinkedIn is their content. As we discussed earlier, sharing content regularly on your business page can double your post engagement week over week. 

HackerEarth one-ups that by posting content daily, each of which provides value.

Here are some examples of posts that were shared recently.

HackerEarth_LinkedIn_PostHackerEarth_LinkedIn_Post1HackerEarth_LinkedIn_Post2

Their content is consistently driving value to their followers by bringing in industry experts from companies such as Microsoft and IBM as well as promoting upcoming events and competitions. 

HackerEarth uses visual content in three different ways here as well. The first is a quote about their upcoming hackathon, the second is an official announcement of the upcoming hackathon, and the third is a video clip from a recent masterclass hosted by Microsoft. 

By sharing this engaging visual content, their business page is seeing more than 40 engagements on every post they share.

2. Intel

Intel_Corporation_About_LinkedIn

Intel Corporation is one of the largest technology companies out there, developing cloud computing, artificial intelligence, data centers, and even their own PCs. 

As a larger brand, it would be easy for Intel to simply say “Hi, we are Intel, but you already know us.”

Instead, their company overview goes beyond that by highlighting where they intend to go next as an organization:

“We are in the midst of an exciting journey to go beyond just PCs and servers to a company that is at the center of a new era where everything looks and acts like a computer.  The explosion of devices and data has led to several technology inflections—AI, 5G network transformation, and the rise of the intelligent edge—that, together, will shape the future of technology.”

While it may not seem like much, this is packed with keywords that users are looking for and is voiced in an engaging way for the audience. 

That, on top of the strong following that already exists for Intel, ensures their LinkedIn business page is driving traffic to their page, their job opportunities, and their content.

3. Major League Baseball (MLB)

Major_League_Baseball_Overview_LinkedIn

To start, Major League Baseball has an amazing cover photo (baseball die-hard over here), but their content is diverse and engaging for their audience as well. 

Given the national and even global reach of the MLB, they regularly share content from different brand partners such as Fanatics, posts by league teams, as well as programs for youth athletes to get involved in.

By posting content with and about other baseball organizations, Major League Baseball has established itself as an industry-leading voice on LinkedIn. It’s a homerun!

4. Razer Inc. 

Razer_Inc_Overview_LinkedIn

Razer Inc. is the world’s leading gaming lifestyle brand. From apparel to computer accessories and gaming laptops, Razer Inc. is a giant in the industry, but what makes them stand out is how their content branches out from just gamers. 

They share content about their social outreach initiativesRazer Fintech (their partner brand), and even international government partnerships.

By sharing these different types of content with their audience on LinkedIn, Razer Inc. gives their followers a better understanding of the bigger mission of the company instead of being just a gaming brand.

5. Spotify

Spotify_Overview_LinkedIn

Streaming giant Spotify does a lot more than just share music and podcasts. 

Spotify is a prime example of how to effectively use video content on your LinkedIn business page. 

They have a popular “How It’s Made” video series where they meet up with experts across the company to discuss the different projects, tools, and overall awesome things they are working on. 

Spotify_How_its_made

Creating a series like this on LinkedIn allows Spotify to showcase their company expertise while at the same time creating content that users want to come back for. 

6. Airbnb

Airbnb_Overview_LinkedIn

Airbnb is the world’s largest community marketplace for people to list, discover, and book lodging accommodations. 

They effectively use their page’s about section to not only showcase their brand’s international reach, but also the personality and culture of those who work there. 

“No global movement springs from individuals. It takes an entire team united behind something big. Together, we work hard, we laugh a lot, we brainstorm nonstop, we use hundreds of Post-Its a week, and we give the best high-fives in town.”

Airbnb garners a feeling of family and comradery on their LinkedIn page, giving both a job applicant or a customer a clear idea of what makes Airbnb special. 

7. Goodr

Goodr_Overview_LinkedIn

“Bold” is an understatement for Goodr

They are an up-and-coming sporting goods brand, primarily selling accessories such as sunglasses and hats. 

As crazy as their brand looks, their identity and culture carry through everything they do, even on LinkedIn.

You see the crazy flamingo man — sure, why not — but, I’d challenge you to find any other brands that embrace that sort of crazy, quirky personality on their LinkedIn page. 

Goodr stands out from the typical business professional feel of LinkedIn because their content, imagery, even the language they use challenges the norm in a great way. 

8. UPS

UPS_Overview_LinkedIn

As a global leader in logistics and package and freight delivery, UPS sets the example as a people and customer-first company. 

UPS does this by creating heartwarming campaigns around those values on their LinkedIn page. A couple of campaigns that stood out to me were the #ThanksForDelivering and the #SmallBizPROfiles which showcased their appreciation for their drivers and the small businesses who trust UPS. 

Posting this type of content on a LinkedIn business page does more than just make your brand look good, it builds a reputation that your organization cares about those they work with and work for. 

9. Slack

Slack_Overview_LinkedIn

Slack is a tool that has revolutionized the way employees and communities communicate with each other. 

Their LinkedIn page has a lot of content educating people on how to succeed with Slack, but also numerous case studies and experiences that other organizations have gone through and learned from. 

By providing this content in an educational way on LinkedIn, Slack positions themselves as not only a great software solution, but as a resource for how to communicate effectively across different industries.

Their recent case study about Wayfair is a must-read for teams struggling to transition to a more remote workforce. 

10. Cognixia

Cognixia_Overview_LinkedIn

Cognixia is a technology training company that helps businesses prepare for the technological solutions yet to come in the future. How do they leverage their LinkedIn page to show this?

Cognixia hosts webinars regularly for their audience to learn the latest news and trends in business technologies and they make sure to regularly share those events on their page. 

This keeps their audience interested and engaged with both the industry and what Cognixia can provide as an industry leader on LinkedIn.

11. Tesla

Tesla_Overview_LinkedIn

Tesla is not any old car company, they are the company leading the way towards a sustainable energy solution in the industry. 

For their LinkedIn page, Tesla leverages its brand recognition by making bold statements through the logo and branding of their content. That big red T as well as their engaging visual content makes for a strong business page.

12. Facebook

Facebook_Overview_LinkedIn

Wait, Facebook doing well on LinkedIn? That seems like cheating.

What makes Facebook’s business page stand out is how they create content that is relatable to their audience, especially in their hiring. 

Recently, Facebook created a video highlighting the challenges working parents face when they are remote and how Facebook can help. 

This type of content makes the audience feel heard and helps them to easily connect with Facebook as a brand. It also likely leads job candidates to check out their Jobs tab to learn more about these positions.

13. Wilson Sporting Goods Co.

Wilson_Sporting_Goods_Overview_LinkedIn

Wilson Sporting Goods is a leading sports equipment and apparel brands in the world and is the official supplier for numerous collegiate and professional organizations. 

Being involved in many different professional sports leagues, Wilson uses their cover photo to showcase some of the major athletes they work with. Further, their content covers a lot of the smaller sports their brand works with, including pickleball and beach volleyball.  

14. Jabra

Jabra_Overview_LinkedIn

A top player in the audio engineering industry, Jabra provides top-quality audio solutions through headphones and speakers.

On LinkedIn, Jabra delivers the content users need in their industry through in-depth product reviews, webinars, videos, and timely publications that discuss how to best use the tools. 

One article which stuck out to me was their announcement and review of the new Evolve2 headsets and how they can help those who want to enhance their work-from-home environment. 

By providing this type of content on their LinkedIn business page, Jabra has established themselves as a thought leader in the industry.

15. Electronic Arts (EA)

Electronic_Arts_EA_Overview_LinkedIn

One of the largest game developers in the world, Electronic Arts (EA) creates amazing gaming experiences through its huge variety of titles. 

While their LinkedIn page does feature a lot of different content, their hiring videos stand out to me the most. They use two different types of videos to do so. 

The first is an overview of several positions open at different gaming studios under the EA brand. 

The second is more of a job pitch style, where a member of the team discusses the role and why it’s important. 

Both of these video styles are extremely effective on LinkedIn. They are highlighting open positions that educates their audience about the roles (or at least makes them aware of it) and gives them actionable steps for how to get started. 

16. New Balance

New_Balance_Overview_LinkedIn

New Balance is one of the largest sports footwear and apparel brands in the world. 

They do an excellent job of telling their brand story and building an emotional connection with the user in their company overview. 

Their mission statement sums it up bestOur mission has always been to support the performance of athletes, and with an unparalleled focus on quality and craftsmanship, we’ve come to set the standard for comfort and fit in an industry all too often driven by hype. 

What makes this so effective in a LinkedIn setting is they are calling out the realities of sports brands today. Hype is not their overarching motivator, great craftsmanship and quality drives them forward. 

17. Unilever

Unilever_Overview_LinkedIn

I’m pretty sure Unilever has a product for everything in the consumer product goods (CPG) space. 

Rather than highlight all of their different products, Unilever’s business page puts a strong focus on the community and sustainability initiatives they have in place with each of their brands and as a company. 

As part of a 10-year celebration of the Unilever Sustainable Living Plan, they have been sharing initiatives being taken by each of their brands to highlight steps they have taken and milestones they have achieved in creating a safer and more sustainable world. 

Their content carries more weight on LinkedIn versus just talking about all the great products they have. By focusing on the other side, users get a peek under the hood of what Unilever’s greater values are as an organization while still building connections with their brands.  

18. Dropbox

Dropbox_Overview_LinkedIn

Dropbox was one of the first file storage and organizational platforms ever and is extremely well known. 

Their employee showcases are a unique way of sharing their thought leadership and the many different voices at the company. 

I don’t see many companies showcase their employees on LinkedIn, especially in such a 1:1 style as Dropbox does. Plus, they go across all different departments, giving users a fuller view of what makes Dropbox a great place to work.

19. Netflix

Netflix_Overview_LinkedIn

Netflix revolutionized how we watch movies and television shows, from DVD rentals to streaming services to now putting out Netflix original movies and television alike. 

With all of that content available to them and coming soon, Netflix has a huge library of content to pull from and talk about on LinkedIn.

This stands out and breaks up the usual business content of LinkedIn with exciting announcements about upcoming shows or movies coming to the platform. 

20. Deloitte

Deloitte_Overview_LinkedIn

Deloitte is one of the largest management consulting firms in the world and another brand seeing success with video on LinkedIn.

Where Deloitte really excels using video for anything from showcasing their team to sharing industry insights and thought leadership from their company leadership. 

Using video as their primary source of content makes it easy for their audience to consume information and learn from what they have to say.

21. Amazon

Amazon_Overview_LinkedIn

Amazon is one of the largest companies in the world, working in e-commerce, voice assistant technology, and web services. 

While Amazon posts great content about job opportunities and employee spotlights, I found their LinkedIn cover photo and company overview to be the key differentiators. 

Their cover photo successfully captures the abundance of services they offer: audio assistance (Alexa), food delivery (Fresh), audio and visual streaming services (Prime Video and Fire Stick), books (Kindle), and their delivery service of basically everything you need (Amazon.com + Prime).

Their overview also showcases the motivation behind all their initiatives:  customer obsession and answering the needs of the consumer with the best new ideas and innovations. 

22. Delta Air Lines

Delta_Air_Lines_Overview_LinkedIn

Delta Air Lines is one of the most recognizable international brands in the airline industry.

The airline rarely, if ever, focuses their LinkedIn content on themselves, but rather focuses on how their initiatives help the consumer have a better experience. 

For example, Delta shared this infographic about setting the industry standard for safer travel and it is all about how the consumer benefits from this, not how Delta is doing a great thing. Content like this gets a ton of engagement for them, capturing over 1,000 engagements per post.

23. Verizon

Verizon_Overview_LinkedIn

As one of the world’s largest electronic communication companies, Verizon uses their LinkedIn page to share content that speaks to larger topics than just their services. 

For instance, they recently hosted a webinar titled Running to a Crisis: Leadership Skills from the Military, which doesn’t have to do with electronic communications, but is super valuable for business leaders to know about. 

Overall, on LinkedIn, Verizon has positioned themselves as a thought leader and is sharing content that isn’t about them, but is about greater business success.

24. Walt Disney Company

Walt_Disney_Company_Overview_LinkedIn

Walt Disney Company’s LinkedIn page isn’t just an outlet for sharing content, but a place where you can learn about the company, the many different projects they’re working on, and behind the scenes looks at the animation and development for their movies and shows.

Disney brings fun and youthful energy to their LinkedIn page through interactive studio tours and ride showcases that show how the magic comes together.

25. Google

Google_Overview_LinkedIn

Google needs no introduction. They are the tech giant of tech giants as the world’s largest search engine. 

Since Google is one of the most sought after job destinations, they have been running a really cool campaign on their LinkedIn page called #MyPathToGoogle. In this campaign, they highlight the different journeys their employees have gone and debunk some of the myths of working at Google.

This shows all the different potential avenues job applicants can go on to find a job at Google as well as showcasing the culture of Google. 

26. IBM

IBM_Overview_LinkedIn

IBM is an information technology powerhouse that shares content that is industry-leading, thought-provoking, and genuinely interesting, even for those of us (me) who are not necessarily tech wizards. 

I love the strategy they took in writing their overview section, setting the expectations of work being bigger than a job, it’s an opportunity. 

“At IBM, work is more than a job – it’s a calling: To build. To design. To code. To consult. To think along with clients and sell. To make markets. To invent. To collaborate. Not just to do something better, but to attempt things you’ve never thought possible.”

27. Salesforce

Salesforce_Overview_LinkedIn

Salesforce is an industry-leading customer success platform, mainly known for its CRM tools. 

On LinkedIn, Salesforce publishes content about all different topics including crisis response playbooks, best practices for using their platform, upcoming webinars and events they are hosting, community outreach initiatives, and more. 

Since Salesforce has so many users on its platform, providing this content on its LinkedIn business page helps its audience build a connection with the brand while learning how to best use the platform for their business. 

Upgrade your LinkedIn business page and presence

Your LinkedIn business page is a lot more than just another thing to manage. It, in many ways, functions as a second website for your organization. 

Depending on the user, your LinkedIn business page could be the first impression you make with a potential job applicant or customer, so you better make it count. 

With that being said, you now have the tools, along with a plethora of examples, to create a great LinkedIn business page. Go get to it!

Author

Impact

Connor DeLaney

Community & Events Manager, 2+ Years of Content Marketing Strategy & Project Management

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Fund starts in 7-10 Business Days.

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100% UNSECURED

BK must be over 4.5 years

Collections, Judgments, Late Payments must be over 12 months

Learn More

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Bridge Loans

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  • Loan Terms from 3 months to 5 yrs+
  • Rates Starting in the 7’s
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or

No Income No Asset Personal Lines of Credit

for

Startup, New Businesses or  Personal Use

Funding Up to $250,000 

Fund starts in 7-10 Business Days.

680 FICO

Co-signer OK

NO INCOME DOCUMENTATION

100% UNSECURED

BK must be over 4.5 years

Collections, Judgments, Late Payments must be over 12 months

Learn More

Stated Commercial Mortgages

  • Up to 80% LTV
  • 560+ Credit Score
  • Purchase, Refinance, Cash Out
  • Lite, and No Income Documentation
  • 100k t0 $50 million +

Property Types

  • Multifamily
  • Light Industrial/Warehouse
  • Mixed-Use
  • Office
  • Retail
  • Self-Storage
  • Mobile Home Parks
  • Single Family

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or

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Start and manage your own retirement, rainy day or health care fund, or simply make money on your money.

Small business is the heartbeat of our communities and you can help them grow by securely investing in their growth.

Short term (6 Months) with low rates (1/2 of typical MCA’s) with monthly payments.

For the discerning business owner it’s a sensible alternative to grow their business.

For the investor, it’s a great way to securely earn high returns.

Want to Learn More

Ebizmore.com

Submit your deals and get offers from multiple lenders.

Real Estate Lending
Fix-N-Flip
Bridge/Hard Money
Stated Income
Full Doc
SBA

Business Loans
Merchant Cash Advance
Business Loans
Equipment Financing
Business Lines of Credit
SBA
Purchase & Receivable Factoring

Personal Lines of Credit

Business Accounting

Business Credit Builder

Go to ebizmore.com and register today!

You Need It

Business Loans

  • Merchant Cash Advance
  • Business Term Loans
  • Equipment Financing
  • Business Lines of Credit
  • SBA
  • Purchase & Receivable Factoring
  • Start Up

_______________

Non-Profits
Real Estate Sales
Auto sales

Lawyers
Gas Station
Farming
Construction
Contractors

Trucking
Day Care Advertising Marketing
Floor
Fence
Roofing, Restaurants
R.E. Management
Consultanting
Insurance
and much more

_______________

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Secured
Limited Doc
Full Doc
Fast Funding
Monthly Payments
Starter Programs
Bad Credit

 

We Got It

Now You Can Too

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Business Credit Builder

Go to ebizmore.com and register today!

Make A Difference

Help your real estate investors and small business clients get the optimal financing they deserve and the additional services that save them money and grow their business.

Feel the Difference

Having lenders compete for your clients business with speed and professionalism while having your own underwriting professional assure that the process is streamlined make you feel all tingly inside.

Earn the Difference

Earn on every product and service! With a vast array of these products and services you can expand your reach, product yourself from the ebb and flow of the economic rotation. Building strong relationships with clients will result in a continuous flow of commission and residual income.

We are the Cause of the Difference

Join the Difference Now

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A Business Accounting Service that Does More

Dedicated to Small Business
Focused on Growth
Pro-Active
Builds Business Credit
Payroll Services
Analytics to Control Costs
Builds Profits
Debt Resolution
Provides Affordable Financing

+++++More

A CFO service that provides the benefits that big businesses enjoy, to the small business in every community.

Making Small Business Bigger

Invest Securely and Help Small Businesses

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  • Start with as little as $1,000
  • 3 Tier Security Program to Protect Your Investment

Start and manage your own retirement, rainy day or health care fund, or simply make money on your money.

Small business is the heartbeat of our communities and you can help them grow by securely investing in their growth.

Short term (6 Months) with low rates (1/2 of typical MCA’s) with monthly payments.

For the discerning business owner it’s a sensible alternative to grow their business.

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6 expert tips for building your 2020 LinkedIn marketing strategy

6 expert tips for building your 2020 LinkedIn marketing strategy

 
I’ll be honest. I consider LinkedIn a necessary evil.

I don’t have my push notifications on and I don’t check out what’s going on in there even half as often as Twitter (which, for me, is about 1/10th as often as Facebook.)

However, the platform made some significant improvements in 2018. In fact, I’m actually looking forward to using it more in 2019. Crazy, I know!

LinkedIn has made huge updates to Groups, rolled out native video functionality for company pages, launched a Vimeo integration, and have even started dipping their toes into Stories.

So, with all that in mind, I wanted to build a strategy for my 2019 LinkedIn marketing.

I asked some of my friends to whom I look for LinkedIn advice for some tips because I know they get great engagement on their posts.

Below are six of the main components of my 2019 LinkedIn strategy based on my research combined with what these great LinkedIn marketers had to say.

The first four are centered around how to construct the perfect LinkedIn post.

1. Write more!

You have 1,300 characters available to you on a personal LinkedIn post. It turns out, at least in this case, longer is better.

In fact, some people have reported their long-form updates receive 10 times more visibility than a short post or link to an article.

If you are going to link to an article Mark Rogers, marketing director at Carney, suggests doing two things:

“If you’re posting a link to a blog post on LinkedIn, do two things:

1) Provide value directly in the post itself. Before the link, write context about what it is and why people might want to read it. Write this in a way that tells a story and engages with your reader. If you keep them reading the post, they’ll be more likely to click through.

2) Lose the link preview. When you post a link, LinkedIn gives you the option to remove the preview. Do that. People see so many links on LinkedIn that they tend to ignore typical link posts. Removing the link preview is a bit counterintuitive, but it works to catch attention. People see that it’s not a traditional, boring link post and they’ll take a second to read what you wrote (as long as you follow step 1 above). You can also replace the link preview with an image or video.” – Mark Rogers, marketing director at Carney

linkedin link post

Example of a text post with a photo and the link in the first comment vs. a link preview post on LinkedIn.

It’s also recommended that you post the link to your content in the first comment, as shown above, instead of within the post. If you do this, remind your readers to check out the link in the comments so they don’t forget to look there.

This is because, like other social networks, the LinkedIn algorithm wants to keep people on LinkedIn (of course they do) for as long as possible. 

Every time you publish a post on LinkedIn the algorithm determines whether your content shows up in the feed and how far of an audience it reaches.

By not including a link that would take users off of the platform, your content is more likely to be shown in your followers’ feeds. Content you post on LinkedIn should be optimized for engagement and not just to get people to click the link to content on your own website.

“The key here is to just do something different and more valuable than everyone else.”– Mark Rogers, marketing director at Carney

2. Tag people in LinkedIn posts

Once you’ve formatted the perfect post that provides value to your readers it’s time to tag people!

When you tag someone in a LinkedIn post, their connections and people who follow them will also see that content. Once a few people engage with the post it’s also seen by those people’s followers and connections.

“All the money is to be made in the relationships you build on LinkedIn.”
– Yisrael Friedenberg, linguistic engineer and chief branding officer at Expirit.

This doesn’t mean you can just tag anyone in your post, though.

 

Stick to tagging people you’ve quoted or referenced in the content you are sharing. (hint hint: like I did with this article.)  

screencapture-linkedin-feed-update-urn-li-activity-6485572385138372608-2018-12-31-12_30_12

Example of a LinkedIn post tagging people mentioned in the linked article.

Then, if there’s someone you’ve been talking to recently who you think would find the article particularly interesting, you can tag them as well.

Tread lightly with this though – not everyone will appreciate being tagged in this way.

You may want to start by sending a post directly to them with a message about why they’ll find it interesting and then if they’re receptive to this, continue helping them by tagging them in the next piece of content you share if it’s related to their interests.

In fact, Yisrael Friedenberg, linguistic engineer and chief branding officer at Expirit, recommends doing exactly this.

“What makes LinkedIn the most powerful networking tool of all time is not that you can go viral. Vitality is useless for most people on LinkedIn, because they will not make one single solitary dollar off of that attention.

All the money is to be made in the relationships you build on LinkedIn. They’ll become the clients and referral sources you need because they’ll actually know and like and trust you, which you can’t achieve by going viral once and getting a thousand likes on a post.

So instead of putting all of your attention on writing the post which will make you famous, focus on choosing people to build relationships with. Engage actively with their content. DM them. Schedule calls and meetups. [This is] how you take LinkedIn from being a popularity contest and turn it into a cash-generating machine.” – Yisrael Friedenberg, linguistic engineer and chief branding officer at Expirit.

3. Use hashtags to get discovered

LinkedIn users can follow a hashtag to get content on that topic in their feed even if they don’t follow specific influencers for that topic.

You may have noticed LinkedIn now auto-suggests hashtags when you post an update.

suggested hashtags on linkedin

Suggested hashtags on a LinkedIn post.

At first glance, their recommendation engine leaves a lot to be desired. I tend to see hashtags suggested by LinkedIn that are very broad or have very little, if anything, to do with what my post is about.

However, the suggested hashtags can give you some inspiration for what to include.

If you’re unsure which version of a hashtag to include, do a quick search for that topic in LinkedIn and you’ll be able to see the number of followers on that hashtag.

hashtag followers on linkedin

Hashtag followers on LinkedIn.

4. Upload native video

In case you’ve been stranded on a deserted island for the past year, allow me to remind you: video is vital.

Like most other social platforms that want to keep you on their network for as long as possible, LinkedIn favors native video over links to external videos.

Native video means uploading a video file directly to the platform as opposed to simply sharing the link to a video which is hosted somewhere else, such as YouTube.

Here are a few great ways to include native video in your 2019 LinkedIn marketing strategy:

  1. Record a short video giving an overview of the content you’re sharing.

  2. Review a book or other piece of content and share your review.

  3. Share videos of client testimonials. (Not sure how to get clients to record one? Start here.)

  4. Do an overview of a product or platform and share a few tips or tricks.

  5. Create a teaser or trailer to a longer video or episode of a series.

Here is a great example of using native video in a post by Tammy Duggan-Herd, Ph.D. and director of marketing at Campaign Creators:

5. Build company influencers — not just your company profile

When LinkedIn company pages show up in search, Google previews up to 156 characters from your company description. While having a fully-optimized company profile page is important, you have to go beyond just posting as your organization to be successful.

People want to follow and connect with other people – not just brands.

6. Stay up to date with new LinkedIn changes

With all the changes that have already come to LinkedIn in the past year, there is a lot to keep up with. I make sure to dive into each LinkedIn update and learn about it as much as I can.

I also follow people like those mentioned in this article to see what they’re doing on LinkedIn and learn from them.

One person I love to keep an eye on and from whom I draw inspiration is Christopher Penn, co-founder and chief innovator at Trust Insights.

Apps that have features like signing in with LinkedIn and sharing on LinkedIn will need to make this update. Platforms that allow users to manage LinkedIn company pages should pay close attention because access will be restricted to those participating in the LinkedIn Marketing Developer Program.

While this isn’t something most marketers need to tackle themselves if you are using a third-party app to publish to LinkedIn, advertise on LinkedIn, or manage your company page, you’ll want to make sure the platform you’re using makes the necessary changes to be added to the Marketing Developer Program.

Sound a little overwhelming? I thought so too so I asked Christoper what steps marketers should take.

“Steps for marketers to take: get better at tagging and attribution, and focus on the data you do get  – traffic from LinkedIn to your owned media properties, measured with your web analytics software.” – Christopher Penn, co-founder and chief innovator at Trust Insights.

So, make sure you’re measuring traffic from LinkedIn to your own site and use tracking URLs when necessary. If you’re using a third-party tool to publish to LinkedIn, it may be worth reaching out to confirm they are planning to maintain their tool’s functionality. Otherwise, it might be time to search for a new social publishing tool.

Build your 2020 LinkedIn strategy

Now you’re informed about all the recent LinkedIn updates. You’re armed with tips to create the perfect LinkedIn post, incorporate video into your post, optimize it for discoverability, and get it in front of the right people. It’s time to go forth and create your 2020 LinkedIn marketing strategy!


About the Author

Impact

Stephanie Baiocchi

Director of Community & Events, Speaker, Co-Leader of the Chicago HubSpot User Group, Host of ‘The IMPACT Show’ Podcast

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Builds Business Credit
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Analytics to Control Costs
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Debt Resolution
Provides Affordable Financing

+++++More

A CFO service that provides the benefits that big businesses enjoy, to the small business in every community.

Making Small Business Bigger

Invest Securely and Help Small Businesses

  • Earn up to 24%
  • Start with as little as $1,000
  • 3 Tier Security Program to Protect Your Investment

Start and manage your own retirement, rainy day or health care fund, or simply make money on your money.

Small business is the heartbeat of our communities and you can help them grow by securely investing in their growth.

Short term (6 Months) with low rates (1/2 of typical MCA’s) with monthly payments.

For the discerning business owner it’s a sensible alternative to grow their business.

For the investor, it’s a great way to securely earn high returns.

Want to Learn More

Whether you are a Realtor, Financial Planner, Residential Loan Officer, Accountant, or Entrepreneur you can start a lucrative career in Business and Commercial Real Estate finance.

  • Free Training
  • Underwriting Guidelines
  • Access to all forms and apps
  • Easy Online Submission to 100’s of lenders
  • Your Own Support Professional
  • All the Tools you need 

All the Support you deserve

All the Potential you can Reach

Learn More * Do More  * Earn More

And Register
or

Email  Us

And A Support Professional Will Contact You To Answer any Questions and Get You Started.

Ebizmore.com

Submit your deals and get offers from multiple lenders.

Real Estate Lending
Fix-N-Flip
Bridge/Hard Money
Stated Income
Full Doc
SBA

Business Loans
Merchant Cash Advance
Business Loans
Equipment Financing
Business Lines of Credit
SBA
Purchase & Receivable Factoring

Personal Lines of Credit

Business Accounting

Business Credit Builder

Go to ebizmore.com and register today!

No Income No Asset Personal Lines of Credit

for

Startup, New Businesses or  Personal Use

Funding Up to $250,000 

Fund starts in 7-10 Business Days.

680 FICO

Co-signer OK

NO INCOME DOCUMENTATION

100% UNSECURED

BK must be over 4.5 years

Collections, Judgments, Late Payments must be over 12 months

Learn More

You Need It

Business Loans

  • Merchant Cash Advance
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SEO in 2020: What You Need to Know

SEO in 2020: What You Need to Know

SEO in 2020: What You Need to Know

It’s a brand-new decade, and you might be wondering what’s new in search engine optimization (SEO).

What are the updates you should know? Where will SEO in 2020 take you?

While SEO best practices are still in place, there are a few key changes that could alter how you approach search marketing.

Here is what you need to know about SEO in 2020.

Content Built around Questions

With the introduction of the BERT search algorithm late last year, Google confirmed it now understands the context and intent of search queries.

For businesses and marketers, this means a shift in the way content needs to be written in order to have a chance at appearing higher in search engine results.

Instead of creating content around keywords, content needs to be crafted in a way that answers questions and addresses the intent of the user’s search.

Why is that? Because users are performing searches in a more natural way — with questions — knowing Google is able to interpret those questions and provide more accurate answers or results.

We can see proof of Google prioritizing answers to questions with the rise in Featured Snippets, which are the very first results you see at the top of the page:

search_google

Source: Google Search

Featured Snippets are quick answers to questions people ask in search and, because of their coveted position, are the main focus for anyone doing SEO in 2020.

Zero Ranking is Dead, But Things Get Complicated

For the past few years, Featured Snippets were recognized as the zero ranking position, because they were always listed above the typical organic search results.

However, Google is now saying a Featured Snippet is the top-ranking organic result, or what SEOs call the number one search result.  

This gets confusing because we still have the number one result in the typical organic search results and then we have Featured Snippets, which are also being referred to as the number one search result.

As you’re doing reporting this year, it will be critical to indicate what your number one ranking means – does it mean you have the traditional listing with the title tag and so on, or does it mean you have a Featured Snippet?

 

Digital Marketing Specialist Master's Program

It’s Getting Lonely at the Top of Search Results 

While it’s still helpful for businesses to win a Featured Snippet for brand awareness, this top listing has actually caused a decrease in website traffic for Featured Snippet owners.

That’s because, with Google giving the answers through Featured Snippets, users don’t always need to click on the link for more information.

Knowing this, it will be critical to understand other ways you can rank on page one, which may include videos, answering questions on sites like Quora or Reddit, or publishing articles on sites with high domain authority like LinkedIn or Medium, for example.

Revisiting Meta Descriptions and Title Tags

Finally, this year you will want to revisit the meta descriptions and title tags of your website pages, as a recent survey revealed they are two of the main reasons users click on search results:

ignite

Specifically, it will be important your meta descriptions and title tags are aligned with user intent to increase the chances of higher clickthroughs – you can read more about intent research to gain insights.

Learn More about Search Engine Optimization

If you’re looking to boost your professional career and search marketing knowledge, then check out Simplilearn’s SEO Training Course. You’ll learn the latest tools, techniques, and concepts while gaining hands-on experience through interactive projects and labs.

About the Author

Rob SandersRob Sanders

Rob Sanders is a digital marketing veteran with over 20 years of experience. During that time, Rob has helped a wide range of companies utilize new and emerging technologies to increase sales and profit…

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