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Showing posts from April 6, 2020
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Soapbox: The best way to serve your audience? Use empathy

You hear about this word a lot: empathy. It’s not quite sympathy, AKA feeling bad for someone. It’s about putting yourself in the person’s shoes — really trying to understand what they must be experiencing.For example, if your target audience is people who need car maintenance, you can feel bad that they’re in a frustrating position. Or you can empathize by asking yourself, What would I be feeling in the same situation? Worried about the hit to my budget? Stressed because I have no way to get to work?Empathy is a practice that serves us all well in life, but it’s also something every single marketer should do with their target audiences.Take some time to ask yourself when you’re using empathy in your marketing. Can’t remember the last time? Then incorporate it into every planning aspect of your marketing strategy. Examples:You’re revisiting your audience personas to see if they’re accurate and up-to-dateYou’re doing keyword research for your next batch of on-site contentYou’re ideatin…

Local SEO: How to make a website audit in 30 minutes

30-second summary:When people are searching for something through the search engines, they’re always keeping their location in mind.87% of consumers prefer interacting with businesses through reviews.According to Google, mobile searches in the “near me” category with some alteration of “to buy” have escalated over 500%.Performing amazing SEO audits will not only help you define your client’s current status and strategy but will also give you the chance to fix loopholes and come up with additional productive techniques that will boost a site’s ranking and conversions.With the right guidance, you can perform a website audit in less than one hour. Learn how through this article. An exceptional local SEO campaign starts with a comprehensive website audit. Whether you collaborate with small brick and mortar businesses or multinational online agencies, the way you measure and assess the initial SEO conditions and performance of a website will define your overall results.When people are searc…

What makes a successful marketer in this digital age?

30-second summary:Marketing in the digital age is a challenging and rewarding occupation.Disruptive technologies call for marketers to be agile and adaptable, while abundant data and an ever-growing understanding of our customers and the journeys they make means we need to be both consumer-led and numbers-led at the same time.Luke Richards identifies three key skill sets you need to master to become a successful marketer today. Marketing in the digital age is a challenging and rewarding occupation.Disruptive technologies call for marketers to be agile and adaptable, while abundant data and an ever-growing understanding of our customers and the journeys they make means we need to be both consumer-led and numbers-led at the same time.With that being said, I do believe some skills that have been around since long before the digital era are still essential to modern-day marketers.Here are three skill sets marketers in the digital age need to know.Content produced in partnership withKing Un…

Starting a new marketing leadership role in the age of coronavirus: 11 ways to find success

“I expected to be filling out HR forms and having coffee with people during Week 1. Instead, I was leading significant, cross-company customer communications. The marketing team gained significant visibility.”Jay Roxe started as CMO at cybersecurity company BitSight on March 16. His first day was spent – no surprise! — working from home.I spoke with him, and with other marketing leaders starting new roles in the midst of the pandemic. They shared how they are tackling their roles, how they are re-jiggering the B2B marketing playbook, and how they are allocating their time.Here are some themes that emerged, on both the doing of marketing and the leading. If you are also stepping into a new or expanded marketing leadership role, these tips may help you.Doing1. Apply your beginner’s eye. The marketers most likely to be guilty of tone-deaf communications are the ones who have been in place for a long time. As the new marketing leader, you offer a fresh perspective – which lowers the risk …