Blog
Why First-Party Data Is Important to Your Brand
Businesses rely on data to make smart decisions, but not all data is created equally. First-party data collection is a vital (and undervalued) component of digital marketing, often assumed to be something only the biggest brands can do efficiently. That’s simply not the case! Brands of all sizes can develop a first-party data strategy to…
Blogging Best Practices for Brands
Blogging has been declared dead time and time again. But there’s a good reason some of the biggest brands on earth have a steadily maintained, high-quality blog – it works. If your team isn’t seeing results from blog content, it’s time for a gut check. Whether you’re looking for SEO tips for blog posts or…
Lookalike Audiences: How to Use Existing Data to Improve Paid Efficiency
Effective paid media campaigns check off three key boxes: Getting in front of the right audience at the right time at the right price. While it sounds simple, it’s far from easy. One of the most underutilized tactics is lookalike targeting, or using existing data to find users who look like your existing and past…
A Higher Education Marketing Case Study
Higher education recruitment is a competitive market, especially at the graduate level. Reaching a qualified audience at the right time isn’t easy, and higher education marketers face increased competition from other institutions, online alternatives, and a labor market with historic wage gains over the past two years. With those challenges in mind, an elite East…
The Impact of Fed Rate Cuts on Franchises
The federal funds rate plays a massive role in determining borrowing costs for businesses and consumers. When the Federal Reserve lowers interest rates, it stimulates economic activity by increasing credit availability and making commercial and personal loans more attractive. This typically benefits businesses across industries, with capital-intensive sectors ideally positioned to grow. We explored the…
How to Market Yourself in Real Estate
You signed up to buy and sell houses or commercial property, not start a TikTok account. Marketing for realtors has changed dramatically over the past two decades, moving from the Yellow Pages and newspaper ads into diverse, competitive digital marketing channels like paid search and automated emails. The shift triggered an entire industry offering marketing…
Email Marketing 101: Winning the Inbox
Email marketing is a valuable and direct communication channel that allows marketers to deliver engaging content to past, current and prospective customers. Well-designed provide an exceptional return on investment, nurture customer relationships and keep brands top-of-mind. What’s email marketing doing for your organization? Here’s what it should look like … First, What Is Email Marketing? Effective email…
The Beauty of a Graphic Design Retainer
Marketing teams want champagne-quality design assets on a fizzy beer budget – and they need it delivered on time. In-house marketing departments struggling to meet constantly evolving internal demands and goals need a hand. It’s smart to outsource the most specialized skillset first – and that’s why you need a graphic design retainer. The 5…
How to Conduct a Digital Marketing Audit
How is your marketing really doing? The best way to find out is to perform a detailed audit of marketing processes and performance. We’ve put together an internal marketing audit checklist for in-house marketing professionals. What Is a Marketing Audit? A marketing audit identifies your organization’s strengths and weaknesses across marketing channels and gauges how…
Franchise Email Marketing Best Practices
You won’t find a more effective marketing tactic than putting great content in customers’ inboxes. For franchise systems, the trick isn’t gathering subscribers or creating content, it’s balancing national and local email marketing for franchisors and franchisees without overlapping campaigns. From the basics to hard-learned tips, here’s how to handle franchise email marketing at the…
Google Ad Rank: Ways to Rank Higher Without Spending More
Some Google Ads users who are running search ads assume the ubiquitous bid-based PPC structure is relatively straightforward. Doesn’t the highest bidder get the top spot on the search engine results page (SERP), and the next-highest bidder slides in right below them? That would be elegant. But that’s not even close to how ad ranking…
Marketing for Service Businesses 101
For service-based businesses, marketing to the right audience on the most efficient platforms is an ongoing challenge, especially as the organization grows into new regions. If you’re struggling to reach the right people, evaluate your budget and develop a cohesive strategy, welcome to your service business marketing crash course! What Is a Service Business? A…
