Advertising (Page 61)

Advertising brings more customers and website visitors through genuine organic traffic, and leads to lots of website hits and visitors

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The media landscape has changed dramatically over the last few years. While many traditional publications and media startups are being acquired, laying off employees, or even going out of business, some publications are weathering the storm just fine. 

Just look at Harvard Business Review and VentureBeat to see what I mean. Harvard Business Review reaches between four and five million unique visitors each month, and VentureBeat, an independent technology news site, reaches over seven million.

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When it comes to analyzing the performance of an email marketing campaign, many marketers turn to opens and clicks as a means of measuring success. And while these fundamental metrics are important to note, there are actually a lot more to consider. The keyword here being “a lot.”

In fact, the wealth of data available to the modern day marketer can be super overwhelming.

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As a media company, you likely rely heavily on your newsletters to engage unpaid subscribers and ideally convert them to paying ones while driving ad sales for placed sponsored content or display ads.   

Unfortunately, many newsletters being sent these days leave a lot of room for improvement, and may not be speaking to your readers as well as they could be. 

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What do you think to yourself when you see someone’s Twitter avatar is the default image of an egg? Chances are, you probably assume they are either inactive, a fake account, or someone not worth following.

While almost all businesses understand that the egghead approach isn’t doing them any justice, they often fail to understand that a plain, flat Twitter cover photo can be equally as off-putting to potential followers.

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In a web environment where majority of respected publishers offer content for free, many media companies find themselves facing unfortunate economic realities. Incentivizing subscriptions and maintaining a paywall has become increasingly difficult; consumers are flocking to free sources of premium content, leaving publishers with a core of loyal customers and few new prospects. 

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If you place any value on the profit generated by your publishing website, you have one crucial demographic to win over above all others: advertisers.

This is the core of increasing online ad revenue for publishers, much like the core of television broadcasting rests on providing a pleasing network for television ads. But what makes one publishing website superior to another in the eyes of an advertiser? Quality content? Layout? Reputation? These all play their parts, but there’s far more to consider in designing your site; so let’s talk about content best practices, inbound marketing, analytics, and making a profit.

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I’m thrilled to announce that HubSpot has renewed our ISVForce relationship with Salesforce.com through 2020. This is great news for HubSpot, HubSpot’s customers, Salesforce, and Salesforce’s customers.

Nearly 20% of HubSpot marketing software customers use Salesforce.com’s CRM product. We have spent many many many calories over many many many years building a great integration experience for our joint customers, and we have over 500 5-star reviews on the Salesforce App Exchange to prove it. These customers, as well as future joint customers, will be able to continue to leverage this integration.

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Conversion Rate Optimization (CRO) isn’t a widely known field, even among digital marketers. If you need a quick refresher, CRO is the process of creating an experience for your website visitors that’ll convert them into customers.

But this science of lead conversion is quickly gaining ground. After all, who doesn’t want more clicks, leads, and sales?

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Optimizing your website to generate leads is a no-brainer. But it’s not as simple as throwing a “click here” button on your home page and watching the leads pour in. (Unfortunately.)

Instead, marketers and designs need to take a more strategic approach. In this post, we’ll go over some quick ways you can optimize your website for lead generation that actually work.

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There is a fundamental disconnect between what many publishers sell, and what their customers want. Publishers value and sell reach and demographics while their customers value and need campaigns that measurably increase sales pipelines. Today’s publishers need to be able to measure the full impact of client campaigns from initial awareness through to a final sales transaction. 

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Many of us can recall a time in high school when we were sitting in math class and thinking, “When am I ever going to use this stuff in the real world?”

And then we suddenly find ourselves in the real world, only to realize that numbers actually do play a pivotal role in what we do — especially in digital marketing.

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In an ideal world, marketers would have limitless budgets to invest in experimental initiatives and new programs. After all, the customer acquisition and retention landscape is evolving faster than ever. To see what works, it’s crucial to find new opportunities and test new waters. 

The challenge, however, is that marketing budgets are often limited around what’s “proven” to work — which tends to look different from company to company.

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