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The Latest Digital Marketing News by IMPACT
July 30, 2020

HubSpot Academy vs. IMPACT+, why revenue is the #1 metric for sales and marketing teams, and new Google data says Black Friday and Cyber Monday will be much different for e-comm this year ...this is THE LATEST!

πŸ”₯ Hot off the presses

✍️ Get rid of writer's block FOREVER in under 90 minutes with my new IMPACT+ course! I built this entire course to make your lives easier by, once and for all, unsucking the content creation process β€” including how to plan a piece of content, how to write an introduction, how to take any blog from zero to hero, and how to write a conclusion. Get a sneak preview of the course here and then dive into it here. (Pro membership required.)

"It was really weird. Your voice changed and everything. It was extremely uncomfortable." β€” Connor DeLaney

Yes, Connor said this to me this afternoon. You see, we were talking about what we do to relax. I shared that one of my favorite "this sparks joy" activities is process-building. So, I showed him this new Trello board I had built for IMPACT's video sales and marketing strategy production pipeline:

Screen Shot 2020-07-30 at 5.16.01 PM

It has 18 columns and color-coding and reminders and templates and resources and stage-based checklists and... sigh, it's just so stinkin' beautiful.😍 

In Connor's defense, me awkwardly pawing at the screen may have been a bridge too far. But while he and I didn't bond over my deep (and disturbing) love for building processes, we both agreed that we love being alone for no reason other than... well, it makes us feel refreshed and happy.

Still, not everyone gets that. In fact, sometimes our need to be alone hurts the feelings of others.

Maybe it's just in my head, but do you ever feel there's a weird friction sometimes between what you want to do and what you feel you're supposed to do

  • I want to spend time alone, but I'll hurt someone else's feelings. Just thinking about the conversations I'll need to have to get that "me time" is exhausting.
  • I want to be totally open about something I love and brings me joy, but someone else will think I'm weird. (Ahem, Connor.)
  • (Meditation/running/crossfit/fill in the blank) is not enjoyable at all for me. But when I say that, people don't listen. They just tell me I need to try harder or stick with it or whatever. They're wrong, but I'm tired of arguing about it.

I used to think these things a lot. Eventually, I'd cave and forge ahead with whatever action I deemed to be the path of least resistance. Usually, that meant avoiding immediate confrontation at the expense of my individual needs.

Today, it's a much different story. I tell people when I want to be alone, without expressing guilt or seeking permission. I awkwardly fondle Trello boards in front of unsuspecting coworkers because, suck it, my processes are dope. And I don't try to pretend I enjoy crossfit or running. They're both awful.

It is so freeing. And, as a result, I'm happier than I've ever been. 

What changed? I wish I could say I had some profound moment of growth. But really, the stresses of the pandemic made me tired. Too tired to deprioritize my needs anymore. 

We're all stressed, though. We're all working crazy hours trying to cobble together new strategies, methods, and processes in the face of a truly wild and unprecedented set of economic and social circumstances. 

Now is the time to stop deprioritizing yourself. Start advocating for what you need. And please, I beg you, give yourself permission to put you first for once.

Those who really care about you will understand and support you.

πŸ‘‰ "What's the difference between HubSpot Academy and IMPACT+ for digital marketing training?" (6-minute read)

Online learning platforms are becoming increasingly popular for digital marketers. They are an easy, on-demand way to learn and implement knowledge on your own and at your own pace β€” especially while social distancing. These online educational platforms are a great place for both individuals and companies looking to train and educate teams within their organization. In this article from IMPACT HubSpot Trainer Lexie Ward, learn the similarities and differences between the super popular HubSpot Academy our new IMPACT+, as well as what you can get out of each platform.

πŸ’¬ You asked, we answered 

πŸ‘‰ "I'm a marketer β€” I have to worry about traffic and lead generation and SEO... how on earth is revenue the #1 metric I'm supposed to be focused on?" (7-minute read)

As a digital marketer, the sheer volume of metrics I care about as a part of my job is staggering. But, let's face it, as much as I like to pretend I'm some sort of unique princess in almost every facet of my life, that is certainly not the case when it comes to metrics. That said, the #1 metric every single person in your company, top-to-bottom (no matter their role), should be obsessed with is revenue. More than anything else. How is this possible? Well, in this article, I unpack this meaty topic along with Digital Sales and Marketing Coach Jen MuΓ±oz on why (and how) revenue is the most important metric

πŸ’¬ You asked, we answered

πŸ‘‰ "What does Google's new study show about what e-comm and online businesses can expect for Black Friday and Cyber Monday? And why do we need to start planning now?" (4-minute read)

Google is reporting that many Black Friday shoppers will choose to shop online rather than in person. This may not seem like a huge shift. We've already seen, in recent years, the rise of Cyber Monday and online e-commerce dominance, as consumers take tor their couches instead of stores for the best deals. Still, there is more than meets the eye to this story, and this recent data from Google only underscores that. IMPACT VP of Services Katie Pritchard is here with the inside scoop on Google's new data about Black Friday and Cyber Monday, and why businesses need to start planning right now for the holiday season.

πŸ’¬ You asked, we answered

πŸŽ’ Go back to school with IMPACT+

We've all got a lot of spare time at home now, so put it to good use! Yes, you need a free IMPACT+ account to access these, but you won't regret it:

🌢️ Hot topics in Elite

IMPACT Elite is our exclusive Facebook group for the brightest minds in digital sales and marketing. Here's the discussion that caught my eye:

⛰️ Weeklong nonsense

With everything going on in the world, you now get nonsense in every single issue of THE LATEST...

Screen Shot 2020-07-30 at 4.06.51 PM

It's an entire Instagram account dedicated to vintage-style National Park posters... of real negative reviews of National Parks. And they are so passive-aggressively hysterical. I love them so much.

Later, gators! πŸŠ

July 28, 2020

11 B2B business website service page examples, how long it really takes to plan a successful virtual event, and your ultimate uploading to YouTube checklist ...this is THE LATEST!

πŸ”₯ Hot off the presses

⏰ SCALING UP IS TODAY! Join us at HIGH NOON (Eastern) for Scaling Up Your Digital Sales and Marketing, a half-day live virtual event for business leaders looking to take their digital sales and marketing to the next level. (It's free!)

At noon today (eastern), our Scaling Up Your Digital Sales and Marketing virtual event kicks off, with close to 2,000 registrants... and still climbing, apparently, as we enter the final countdown.

Some of y'all are procrastinators, you know that? And I don't mean that as a negative.

Much like napping and lighting fall scented candles in the summertime to upset my more seasonally appropriate friends, I consider procrastination to be a sport β€” nay, an art form. So, go ahead. Register for Scaling Up for free at the 11th hour... I won't judge you.

Anyway! Saying a lot time, talent, and effort is required to plan and execute a memorable, super successful virtual event is like saying you need to have at least some serviceable hammering skills β€” or least knowledge of what a hammer is β€” in order to build a house. 

So, trust me when I say Stephanie, Kristen, and Connor are absolute virtual event all-stars. (If you don't believe me, check out the FREE IMPACT+ archive of all the Digital Sales & Marketing Day and Virtual Selling Summit session recordings. Yes, really, it's free.) 

With that in mind, and in honor of it being the more chaotic virtual event equivalent of Christmas Eve, I asked them to tell me in GIF FORM ONLY how they're feeling as we get ready to kick-off Scaling Up... 

too-quiet-connor

I agree. Like the calm before the storm, Connor. It's suspiciously quiet. πŸ‘€

stoked-stephanie

If Stephanie is stoked, we all should be ecstatic. It's gonna be a good day!

pumped-kristen

If The Dude is feeling optimistic, so am I. He's very calming in that way.

Now, if you'll excuse me, I need to change into my finest virtual event athleisurewear outfit before the clock strikes 12. I've got to look my very best for those virtual Q&A sessions. πŸ˜˜

πŸ‘‰ "We know our service pages on our website are important, but what should they look like and include?" (6-minute read)

Your website service pages are the lifeblood of your company's online presence. Their sole purpose is sell your ideal buyers on the fact that you understand their precise goals, needs, and unique challenges, and that you are the service provider best suited to help them. That means not only your design needs to be spot on, so does your messaging. On top of that, you need to make sure you differentiate your brand from your competitors. Whew! That's a lot! Thankfully IMPACT Creative Lead Christine Austin is here to save the day with a deep-dive into 11 world-class examples of B2B website service pages and what you should learn from each of them.

πŸ’¬ You asked, we answered 

πŸ‘‰ "How long does it actually take to plan a successful virtual event for our company?" (9-minute read)

In the wake of the coronavirus pandemic, it didn’t take long before nearly every in-person event was either cancelled completely or turned into a virtual event. And after that, even businesses that were not previously hosting events began taking a crack at it. Unfortunately, because most of these virtual events were planned in a panic to avoid lost revenue, many of them were not done very well. In this article from IMPACT Director of Community and Events Stephanie Baiocchi, get the inside scoop on what it really takes to plan a successful virtual event for your brand, based on her first-hand experience

πŸ’¬ You asked, we answered

πŸ‘‰ "What are all the steps we need to follow in order to upload our videos to YouTube the right way?" (10-minute read)

So, you’ve taken the time to create an amazing video for your business and you’re ready to upload it to YouTube. Great! But you know that, for your company, this video is more than just a fun piece of content. By uploading a video to the platform, you’re spreading your company’s message to the world, contributing to your website’s SEO, and overall increasing your digital footprint. That means you've got to get it right the first time. In this article from IMPACT Video Trainer Lindsey Schmidt break downs the steps you as a creator should take during post-production, uploading and publishing, and sharing to optimize your YouTube video for success

πŸ’¬ You asked, we answered

πŸ€” Have questions about HubSpot?

Join us on Thursday, July 30... 

HubSpot AMA with Joe and Carina - Webinar Hero-2

Be there. It will be, as the kids say, "lit, fam."

πŸŽ’ Go back to school with IMPACT+

We've all got a lot of spare time at home now, so put it to good use! Yes, you need a free IMPACT+ account to access these, but you won't regret it:

🌢️ Hot topics in Elite

IMPACT Elite is our exclusive Facebook group for the brightest minds in digital sales and marketing. Here's the discussion that caught my eye:

😎 Weeklong nonsense

With everything going on in the world, you now get nonsense in every single issue of THE LATEST...

Image from iOS (1)-Jul-28-2020-03-02-13-61-PM

I respect this dog.

Later, gators! πŸŠ 

July 23, 2020

17 competitive analysis metrics you must track, 5 reasons sales teams aren't hitting their goals, and what do you do if you're not a good fit for the They Ask, You Answer approach to digital marketing ...this is THE LATEST!

πŸ”₯ Hot off the presses

⏰ The countdown is ON! Join us for Scaling Up Your Digital Sales and Marketing on July 28, a half-day live virtual event for business leaders looking to take their digital sales and marketing to the next level. Check out the agenda β€” we just added a BUNCH of new speakers β€” and then register for free today! 

Guess who's got two thumbs, speaks limited French, and has been hanging at IMPACT HQ today filming a mystery project for THE LATEST with two of her favorite humans...

Image from iOS-Jul-23-2020-08-51-48-24-PM

"This moi."

"Wait, why are Dan and Alex so happy, and why are you so sad, Liz? Is this a cry for help? BLINK TWICE IF THIS IS A CRY FOR HELP!"

Don't worry, I'm fine! But I can't let the cat out of the bag just yet about what we're cooking up for y'all. We're still working on making it *chef's kiss* perfect, so you're going to have to be patient.

If, however, you're dying for a Liz fix right now, might I suggest you checking out my How to Build a Content Strategy in the Digital Age IMPACT+ course?

Yes, I know. I'm shamelessly plugging my own stuff. 

But before you pass judgment, consider these two key facts:

  1. You can access this course for free with a free IMPACT+ account
  2. This is my newsletter. So, tough cookies. I can do what I want! 😜

Ahem. Sorry about that.

See, sometimes my baser, attention-loving, only child instincts take over when I'm tuckered out. Not trying to excuse my behavior, of course, I'm just trying to provide context. 

Oy, now that I've made this sufficiently awkward, here's THE LATEST...

πŸ‘‰ "We want to beat competitors, but what are the most important metrics we should be tracking, and what competitive analysis tools should we be using to track them?" (13-minute read)

Competitor research and monitoring is a must for a growing business, but it is not all just spying on their metrics and repeating their marketing moves. Competitive research can help you detect and implement trends, reveal gaps in the market and your own digital marketing strategies, and find new ways to attract leads. It overall helps you piece together the bigger picture of your competition's strategy. But where should you start? Well, I've got some good news! Our friends at SEMrush are here to brighten your day with the 17 most important competitive analysis metrics you need to be tracking and the tools you can use to uncover them

πŸ’¬ You asked, we answered 

πŸ‘‰ "Prospects aren't answering emails and our sales numbers are flatlining β€” why are our sales tactics failing, and how can we right the ship so we can meet our goals?" (11-minute read)

Here's the thing to keep in mind as you try to boost flagging sales numbers for your company β€” while some challenges you face may be easily fixed with some small strategic adjustments, not all will. Sometimes, you're going to need to burn everything to the ground and start over. While that may seem hard at first, there have been plenty of other sales teams in your shoes, feeling the same kinds of pressures. So, in this article from yours truly, I lay out the five most common barriers to success sales pros and teams are facing and exactly how you solve each of them... along with a bunch of resources to help you take immediate action.

πŸ’¬ You asked, we answered

πŸ‘‰ "The They Ask, You Answer-approach to digital marketing sounds amazing, but what do we do if we're not a great fit currently for that methodology?" (7-minute read)

At IMPACT, we believe the They Ask, You Answer approach to digital marketing is applicable to virtually all company types, sizes, and industries, as it is rooted in the universal, evergreen principle that we are all in the business of building trust with our ideal buyers, no matter what product or service we sell. Still, we know that some business leaders who have heard of They Ask, You Answer or seen Marcus Sheridan speak love the approach in theory, but don't see it as a viable strategy for their specific organization. It's with that in mind that IMPACT Account Executive David Little wrote this article which covers the four different strategies we'd recommend to businesses who don't see They Ask, You Answer is the right fit, but still want to thrive online.

πŸ’¬ You asked, we answered

πŸ€” Have questions about HubSpot?

Join us on Thursday, July 30... 

HubSpot AMA with Joe and Carina - Webinar Hero-2

Be there. It will be, as the kids say, "lit, fam."

πŸŽ’ Go back to school with IMPACT+

We've all got a lot of spare time at home now, so put it to good use! Yes, you need a free IMPACT+ account to access these, but you won't regret it:

🌢️ Hot topics in Elite

IMPACT Elite is our exclusive Facebook group for the brightest minds in digital sales and marketing. Here's the discussion that caught my eye:

πŸ”Ž In case you missed it

Here are a few of my favorite articles we've published from the past week that you may have missed:

πŸ‘€ Weeklong nonsense

With everything going on in the world, you now get nonsense in every single issue of THE LATEST...

IMG_8559

Thank you, Connor. It's a hoot! Get it? Hoot? Ha, I slay myself.

And now I am going to go watch the Nationals vs. the Yankees, because BASEBALL (in a super weird, pandemic way) IS BACK! Kind of! Hooray?

July 18, 2020

Data privacy and how the CCPA affects your paid ad campaigns, how much it costs to become a world-class digital marketing case study, and Zoom launches all-in-one communications device for $599 ...this is THE LATEST!

πŸ”₯ Hot off the presses
GET! πŸ‘YOUR! πŸ‘FREE! πŸ‘TICKET! πŸ‘TODAY! πŸ‘ Join us for Scaling Up Your Digital Sales and Marketing on July 28, a half-day live virtual event for business leaders looking to take their digital sales and marketing to the next level. Check out the agenda β€” we just added a BUNCH of new speakers β€” and then register for free today! 

One of the things I've learned in my brief time stumbling my way around this little blue rock in space is that life has a serious sense of humor.

In fact, my life is littered with countless set-in-stone proclamations, impenetrable plans, unshakeable vendettas, and forever love affairs that have all, over time, completely crumbled or become otherwise obsolete. 

For example, I used to flaunt my hatred of olives like it was a personality trait, to the point where I even had it listed as an "emotional allergy" in my Twitter bio for many years.

Flash forward to today, and I freaking love olives. πŸ˜

I also was an absolutely terrible student in any English, literature, or writing-based class you threw at me, from kindergarten all the way through high school.

(Once, to hit a minimum word requirement on an essay, I copied and pasted the same last paragraph four times. To my surprise, my eighth grade English teacher was not impressed by my MacGuyver-like resourcefulness.)

Now? My job is literally all about writing, I absolutely adore the undeniable power of precise word choice, and I have a framed grammar poster hanging above the toilet in my bathroom. 

(I'm not kidding.)

And then there's my move to Connecticut. 

Did you know that out of all the states you pass through on the Amtrak Northeast Regional train route between Washington, D.C., and Boston, you spend the most time in Connecticut?

More than 2 hours and 40 minutes, to be exact. For this very reason, Connecticut was a massive thorn in my side for years.

One time, back when Foursquare was a thing, I actually created the state of Connecticut as a volcano on the platform, and then I checked into it with the status of, "I'm never getting out of this dumb state alive."

Of course, joke's on me, right? I live here now. And I absolutely love it.

I mention this because the moment I stopped clinging to absolutes in my life is the moment everything got better. Yes, I still run into normal human being trials and tribulations. But I'm much happier, more willing to take risks, and more than ready to discover a future for myself that is bigger, better, and more olive-filled than I could have ever imagined. 

You can have that, too. But you have to be willing to throw out the playbook on how things have always been done and try something new.

πŸ‘‰ "How does the CCPA β€” California's data privacy legislation β€” have anything to do with our paid ad campaigns on Google, Facebook, and LinkedIn?" (3-minute read)

The CCPA is a state-wide regulation that gives California consumers more rights in regards to how their data is used, stored, and sold by businesses. Most companies that are affected by the CCPA should be mostly (if not completely) compliant if they are already following the guidelines set by GDPR. Unfortunately, just like with GDPR, this will have an effect not only on businesses in California, but also those who interact with Californian residents. What this means is that even if the CCPA doesn’t apply to you, you may still need to pay attention to it. I've got some good news, though. In this article, IMPACT Paid Media Specialist Dan Baum completely demystifies what you need to know about the CCPA and your paid advertising, in a super easy-to-understand, actionable way

πŸ’¬ You asked, we answered 

πŸ‘‰ "We see all of these amazing digital marketing case studies, but how can we become one? How can we get such crazy-good results that other businesses wonder how we did it?" (15-minute read)

One thing all agencies love to do, no matter who they are, is show-off all of the case studies of their most successful clients. On the one hand, this helps you make choices about who your digital marketing success partner should be. On the other hand, it can sometimes leave you wondering how you can get results so stinkin' good that you get featured... and how much it'll cost for you to get to the proverbial top of the mountain. Well, wonder no more! In this ridiculously thorough, 100% candid article, IMPACT Lead Digital Sales and Marketing Coach Chris Marr pulls back the curtain on the exact steps every single one of best case studies took to see their results, and precisely how much they budgeted to do it.

πŸ’¬ You asked, we answered

πŸ‘‰ "I work from home all the time now β€” can you tell me about Zoom's new all-in-one communications device? Is it worth the cost?" (2-minute read)

Video conferencing giant Zoom has had a whirlwind uprising in popularity in the time of COVID-19, with as many as 300 million users on the platform daily β€” many of whom are entirely new to Zoom and remote meetings as a whole. However, this rapid ascendency has not been without controversy, including questions about features and privacy. Still, that hasn't stopped the team at Zoom from continuing on in their quest to "empower remote workers." And in this news piece from IMPACT UX Designer Marcella Jalbert, get the full skinny on Zoom's new all-in-one, at-home communications device for remote workers and whether or not it's worth the hefty $599 price tag.

πŸ’¬ You asked, we answered


πŸŽ’ Go back to school with IMPACT+

We've all got a lot of spare time at home now, so put it to good use! Yes, you need a free IMPACT+ account to access these, but you won't regret it:

πŸ”Ž In case you missed it

Here are a few of my favorite articles we've published from the past week that you may have missed:

🌢️ Hot topics in Elite

IMPACT Elite is our exclusive Facebook group for the brightest minds in digital sales and marketing. Here's the discussion that caught my eye:

😎 Weeklong nonsense

With everything going on in the world, you now get nonsense in every single issue of THE LATEST...

Screen Shot 2020-07-18 at 6.28.46 PM

"I AM A PAIR OF EDDIE BAUER CARGO SHORTS, AND I HAVE A TASTEFUL NUMBER OF POCKETS!"

🎢 Weekend jam

It's that time of the week, when I fill your noggin' with some of my favorite tunes. And this week's jammy jam is...

Screen Shot 2020-07-18 at 6.36.27 PM

Zak and Sara by the one and only Ben Folds

While men named Logan let me down in my 20s in Boston, Ben Folds did not. His album, Rockin' the Suburbs, was a dominating part of my soundtrack when I lived in Beantown, and that song in particular was always a favorite.

The story of it is wild β€” just listen to the lyrics β€” but the sound is so undeniably happy and catchy. (Please note the subject matter in the song may be sensitive to some. Annie Waits is another great one, if you're looking for something else!)

Later, tater! 

July 16, 2020

7 reasons your visitors hate your web copy, 10 simple ways to make your blogs unforgettable, and should you build your e-commerce website on HubSpot ...this is THE LATEST!

πŸ”₯ Hot off the presses
πŸ“£ Are you in a B2B sales role? Please fill out my two-minute, five-question research surveyI am currently researching the impact of COVID-19 on the substance of sales conversations and what your prospects are looking for in a post-pandemic world. Yes, it really will take two minutes or less to complete. β€οΈ

"Liz, what is the worst date you've ever been on?"

To this day, it takes me only a split second to answer that question. His name was Logan. I was set up with him by a friend when I was in my early 20s, back when I lived in Boston. 

On paper, the date should have been perfect.

First of all, he was hot. (Hey, I can be shallow.) It was also a gorgeous and utterly romantic early November evening. We started with dinner at a hip little bistro and then strolled the entire length of Boston's famous Newbury Street, arm-in-arm.

Sounds positively dreamy, right?

In reality, however, Logan was the absolute worst.

He spent the whole time talking about himself. And lacrosse. And how good he was at lacrosse. And his dad's boat. And, and, and... ugh. 

I barely had to say anything to keep the conversation afloat, except for a few half-hearted "Oh wows" or "You don't says" as I quietly prayed for some sort of relief β€” like an alien abduction or an anvil to the head or something. Anything.

Days later, I found out he was shocked I didn't want a second date. 

Really?! Why on earth would I want to date a guy who was that obsessed with himself?

What's funny is that, as marketers, all too often we end up lapsing into this kind of behavior β€” the kind of behavior we can't stand off-the-clock. Myself included. 

For example, one of the most common mistakes I see marketers make with their website copy is they write like... well, they're a Logan. All they do is talk about themselves and their brand, how utterly amazing their products and services are, and so on, with basically no regard for the challenges, pain points, or needs of their ideal buyers. 

If this kind of behavior turns us off when we're just being normal human beings, why on earth would it suddenly work in our marketing? 

So, don't be a Logan, y'all. No matter how pretty your brand may be, your ideal buyers likely won't call the next day either.

πŸ‘‰ "Our website isn't covering β€” what's wrong with our website copy? Why isn't our copy driving qualified leads to contact us or engage?" (8-minute read)

There’s one mission-critical element of your website that is sadly overlooked and oftentimes the most impactful when it comes to converting visitors: your website copy. Writing quality website copy isn’t easy. All too often, this step is rushed during redesigns, or people who don’t truly understand your business are the ones tasked with writing the copy. In this article from IMPACT Director of Inbound and Content Services Justine Timoteo, get the inside scoop on the seven most common ways companies turn-off their ideal buyers with their website copy.

πŸ’¬ You asked, we answered 

πŸ‘‰ "Should we build our e-commerce website on HubSpot? We've heard mixed reviews..." (3-minute read)

No, you can't build a full-blown e-commerce website on HubSpot. Simply put, HubSpot is not an e-commerce platform. However, if your website is already on HubSpot β€” or you are thinking about having your main website on HubSpot with an e-commerce site hosted elsewhere, there are some pretty attractive workarounds that you can go with. In this candid article from IMPACT Senior Front-end Developer Melissa Smith, learn everything you need to know about how e-commerce and HubSpot can play nicely together to your benefit.

πŸ’¬ You asked, we answered

πŸ‘‰ "Content marketing isn't new anymore... heck, even our competitors are creating blogs. So how can we make our content stand out from the crowd?" (10-minute read)

After reading and reviewing several hundred articles for clients as a content trainer for IMPACT, Brian Casey has seen articles that stand out and articles that he forgets immediately. When that ideal buyer is comparing you and your top competitors online, you need your content to seize their attention and render every other article forgettable. So, to give you the edge, Brian put together this comprehensive list of the top 10 ways you can make your content super memorable, along with loads of examples

πŸ’¬ You asked, we answered

πŸ”Ž In case you missed it

Here are a few of my favorite articles we've published from the past week that you may have missed:

🌢️ Hot topics in Elite

IMPACT Elite is our exclusive Facebook group for the brightest minds in digital sales and marketing. Here's the discussion that caught my eye:

🀘 Weeklong nonsense

With everything going on in the world, you now get nonsense in every single issue of THE LATEST...

yassssss

"I'm just a poor boy..." πŸŽΆ

😜 One last little shameless plug

Have you signed up for your free IMPACT+ account?

"Psh, why do I need one, Liz?" I'm so glad you asked! 

With a free IMPACT+ account, you can watch my talk on how to cut your content creation time in half any time you want, participate in role-specific discussion groups, access oodles of TOTALLY free, on-demand digital sales and marketing courses, and a ton more.

Ta-ta for now! 

July 14, 2020

Top 5 problems in hiring a digital marketing consultant, brutally honest HubSpot CRM review, and LinkedIn's new name pronunciation tool ...this is THE LATEST!

πŸ”₯ Hot off the presses

πŸ“£ Are you in a B2B sales role? Please fill out my two-minute, five-question research survey. I am currently researching the impact of COVID-19 on the substance of sales conversations and what your prospects are looking for in a post-pandemic world. Yes, it really will take two minutes or less to complete. β€οΈ

When we're not talking about work, my conversations with IMPACT Video Trainer Will Schultz tend to fall into one of two buckets β€” absurdly lengthy marathons of quoting Family Guy to each other, or deep, existential, (often) emotionally jarring conversations about life.

Screen Shot 2020-07-14 at 5.11.10 PM

Based on the above screenshot, I think you can safely assume our conversation today skewed more toward the latter. Whoops.

What's funny is that, the more I sat with the question, the more surprisingly complex my answer became.

To show you what I mean, I'm curious how many of you will relate with the following statements, whether we're talking about seeking advice from a friend, a digital marketing consultant, a business partner, a spouse, or someone else:

  • I'm not always looking to have my mind changed. Sometimes I want someone to validate my current way of thinking. If they don't, I may dismiss their advice. I hate to admit this is true, but I do this occasionally.
  • Occasionally, I will ask for advice but not because I want advice. Why? Well, people will often give more away about what their true feelings are on a given topic when asked for advice, rather than when asked a direct question. You may not like it, but years of interviewing people have proven this true.
  • I don't always trust the person who is giving the advice. Even if they're a friend or a trusted consultant, I sometimes get a little paranoid and worry they have a hidden agenda. For example, "Are they trying to sell me something?"
  • Sometimes when I need advice the most is when I won't ask. Maybe I'm not ready to hear the truth, or I don't want to admit to someone that I'm scared... scared of losing something or someone, scared of really failing, etc.

As a result, my answer to Will's question of what needs to be true in order for me to "actually" take advice from someone is as follows:

  • I have to trust the person from whom I'm seeking advice. (Trust is everything.)
  • Moreover, I need to trust beyond the shadow of a doubt that the person I'm talking to will tell me what I need to hear, not what I want to hear. Even if it hurts.
  • I must be open to hearing answers that I don't agree with, unravel any sort of comforting story I've been telling myself, or hurt my feelings.
  • I must already be willing or prepared to do things I don't want to do β€” make big changes, try something new, have tough conversations, etc.

If you relate to any of the above, I have a challenge for you. The next time you find yourself asking for advice from someone β€” a friend, a digital marketing coach, or whomever, it doesn't matter β€” ask yourself:

"Am I really looking for advice? Am I actually ready to get uncomfortable with what knowing the truth might bring?"

If you seek change of any kind β€” personal or professional β€” know that change will only happen if you're willing to be completely honest with yourself about your answer.

πŸ‘‰ "We're considering working with a digital marketing consultant, but what are some of the most common pitfalls we need to be aware of?" (8-minute read)

Digital marketing consultants and agencies make a lot of really attractive promises β€” they'll help you achieve better results than you ever thought possible, they'll make your digital sales and marketing problems vanish overnight, etc. But how well can your consultant really understand your business? Also, is it going to take too long to see the results you want? If these worries sound familiar, trust me when I say you're not alone. In this article from IMPACT Digital Sales and Marketing Coach Eric Dunn, discover the most common problems you may face with a digital marketing consultant and how to overcome them, so you can feel confident in the choice you're making

πŸ’¬ You asked, we answered 

πŸ‘‰ "We're thinking about the HubSpot CRM for our team, but is it really as good as some folks say it is? We need an honest opinion or review of the product." (4-minute read)

When the HubSpot team released their free CRM (customer relationship management) tools in 2014, they added a whole new dimension to the company's offerings and value. They expanded the platform's reach beyond just marketing into sales, and now even customer service β€” again, all at no additional cost to start. Sounds like a dream come true, right? But... is it too good to be true? Well, in this article from IMPACT Director of HubSpot Training, you'll get the 100% honest review of the HubSpot CRM you're looking for, so you can make the right call for your company.

πŸ’¬ You asked, we answered

πŸ‘‰ "What do we need to know about LinkedIn's new name pronunciation tool β€” is it really that big of a deal?" (2-minute read)

With a new feature allowing users to add audio-clip pronunciations of their names to their profiles, LinkedIn is on its way to creating small, but powerful moments in future sales, networking, hiring, or customer service conversations. Don't believe me? Prepare to get educated. In this thought-provoking piece from IMPACT Head of Editorial Ramona Suhkraj, you'll learn how saying someone’s name correctly is not only the polite thing to do, it can also make a hugely positive impact on the experiences your brand creates.

πŸ’¬ You asked, we answered

πŸ”Ž In case you missed it

Here are a few of my favorite articles we've published from the past week that you may have missed:

🌢️ Hot topics in Elite

IMPACT Elite is our exclusive Facebook group for the brightest minds in digital sales and marketing. Here's the discussion that caught my eye:

🐺 Weeklong nonsense

With everything going on in the world, you now get nonsense in every single issue of THE LATEST...

Image from iOS-Jul-14-2020-08-59-11-96-PM

A new, very direct approach to marketing your brand on social media. Honestly, I'm not mad about the level of moxie being displayed here.

😜 One last little shameless plug

Have you signed up for your free IMPACT+ account?

"Psh, why do I need one, Liz?" I'm so glad you asked! 

With a free IMPACT+ account, you can watch my talk on how to cut your content creation time in half any time you want, participate in role-specific discussion groups, access oodles of TOTALLY free, on-demand digital sales and marketing courses, and a ton more.

That's all, folks! 

July 11, 2020

6 ways to decrease your bounce rate, SEO mistakes you MUST avoid when redesigning your website, and how artificial intelligence is influencing the digital sales process ...this is THE LATEST!

πŸ”₯ Hot off the presses

GET! πŸ‘YOUR! πŸ‘FREE! πŸ‘TICKET! πŸ‘TODAY! πŸ‘ Join us for Scaling Up Your Digital Sales and Marketing on July 28, a half-day live virtual event for business leaders looking to take their digital sales and marketing to the next level. Check out the agenda β€” we just added a BUNCH of new speakers β€” and then register for free today! 

In my editorial director world, numbers are like oxygen. Yes, I'm an obsessive storyteller. I'm also, however, a data junkie. Every single day, I'm looking at our website traffic, keeping an eye on our site's bounce rate, monitoring click-throughs, peepin' our dwell time on articles, and so on. 

But there was one number I saw today that brought me such joy, I held my phone to my chest and hugged it. 

A number that had absolutely nothing to do with my job. 

Four percent of lost remotes are found in a fridge or freezer. 

I thought it was just me. I thought I was alone. Instead, for every one hundred of you out there, there are four of you who also sometimes leave your remote next to the pizzas and bags of tater tots in your freezer. 

To quote modern day philosopher Tobias FΓΌnke, "There are dozens of us. DOZENS!"

πŸ‘‰ "How can we decrease the bounce rate on our website, so our visitors stay longer?" (5-minute read)

Many of us have worked tirelessly to increase our website's traffic, hoping this will also increase the number of people on our site who convert on our landing pages. But what good is traffic if people aren’t sticking around? This is why monitoring your bounce rate is so important. Your bounce rate can act as an indicator of some potential issues your website pages might be facing. In this article from IMPACT Creative Lead and CRO expert Christine Austin, unlock the six most powerful ways to immediately decrease your bounce rate, so your ideal buyers stay on your website longer.

πŸ’¬ You asked, we answered 

πŸ‘‰ "We don't want to tank our traffic with a new website redesign, so what are the SEO mistakes we need to avoid?" (2-minute read + infographic)

When done correctly and consistently, SEO can amplify a website’s success. Unfortunately, according to research from earlier this year, many brands continue to make mistakes and miss the mark and successful website SEO optimization. Although SEO is something you should be mindful of all the time, website redesign projects often trigger some catastrophic traffic losses due to poor search engine optimization or oversights. In this article and infographic from IMPACT Website Project Manager Chelsea Boice, discover the six most important SEO mistakes you need to avoid in your next website redesign.

πŸ’¬ You asked, we answered

πŸ‘‰ "How is artificial intelligence (AI) influencing the digital sales process, and what do we need to know about it?" (8-minute read)

Whether you know it or not, artificial intelligence (AI) is already having significant influence on the modern digital sales process β€” and this is only going to increase in the years ahead. Today, across the country and around the world, machine learning and AI are helping sales reps find the best prospects, connect more effectively, and close deals with more efficiency than ever before. In this exclusive interview with ScaleX.ai CEO and founder Chad Burmeister, IMPACT Editorial Content Manager John Becker gets the inside scoop on the profound impact artificial intelligence is already having on the sales process, and how it's here to stay, where you like it or not.

πŸ’¬ You asked, we answered

🎧 Latest shows and podcasts

🌢️ Hot topics in Elite

IMPACT Elite is our exclusive Facebook group for the brightest minds in digital sales and marketing. Here's the discussion that caught my eye:

πŸ”Ž In case you missed it

Here are a few of my favorite articles we've published from the past week that you may have missed:

⚾ Weeklong nonsense

With everything going on in the world, you now get nonsense in every single issue of THE LATEST...

sean-doolittle-is-awesome

IN CASE YOU FORGOT, THE WASHINGTON NATIONALS WON THE WORLD SERIES LAST YEAR. If you did forget, my daydream boyfriend and Nationals pitcher Sean Doolittle is here to educate you. #goodguysean

🎢 Weekend jam

If you learned anything about me over the past two weeks, it's that I love music, and it is a huge part of my life. So, now, every Saturday, I'm going to share a little jam to help you enjoy your weekend... 

california-dreamin-jose-feliciano

Most cover songs are fun. But then there are covers that are are so good, you feel as if you're rediscovering something you love as if it were the first time in a completely new and different way β€” and this cover of California Dreamin' by JosΓ© Feliciano is no exception.

Everything about it is perfect... but the strings around ~1:30 make me catch my breath every single time I listen to it.

Have a great weekend! 

July 9, 2020

Why trust is the most important currency for your business, 24 world-class blog post examples, and the Ultimate Salesforce to HubSpot CRM migration checklist ...this is THE LATEST!

πŸ”₯ Hot off the presses

GET! πŸ‘YOUR! πŸ‘FREE! πŸ‘TICKET! πŸ‘TODAY! πŸ‘ Join us for Scaling Up Your Digital Sales and Marketing on July 28, a half-day live virtual event for business leaders looking to take their digital sales and marketing to the next level. Registration is free, so reserve your seat today! 

I've been thinking a lot about the concept of trust recently. Thankfully, my #1 literary boo, Ernest Hemingway, has a quote for just about everything:

Screen Shot 2020-07-09 at 4.17.37 PM

That sounds so simple on its face, but it's absolutely terrifying to think about. Earning trust is such a slippery and tricky and fickle endeavor... but so is keeping that trust in tact, once it's in place.

A loss of trust is a terminal diagnosis for relationships of all stripes. For example, it doesn't matter how attractive or compatible or otherwise positively wonderful a romantic (or business) partner might be.

If you can't trust them to be honest with you, to have your best interests at heart, and to share your values and your vision, that relationship will fall apart. 

"Geez, Liz, this is all kinds of heavy for a sunny Thursday... are you doing OK?"

Don't worry, I'm fine! I'm not nursing any secret wounds over here β€” and my summer-lovin', happy mood from the holiday weekend is very much in tact. I just think we all needed a reminder today of how important trust is. 

Being honest with yourself about the role of trust in your life is such a beautiful thing, though.

Yes, it may hurt to admit when someone has abused your trust. But oh, when it's there, there's no other feeling like it. You feel safe and understood and truly seen β€” a downright magical confluence of feelings that is irreplaceable. 

And when someone trusts you, you should think of it as the most precious gift... one to be protected at all costs. 

And now, here's THE LATEST... 

πŸ‘‰ "Why is trust the most important currency for any business, no matter their industry or size?" (5-minute read)

If you were to ask someone if Facebook or Google are going to be fundamental parts of their business’ success in 25 years, they will say they don't really know. However, if you ask someone if trust will be a fundamental part of their business' success, they will say, absolutely. Facebook is a platform, a tool. Tools come and go as markets change. Trust is a timeless principle. In this article from IMPACT partner, international speaker, and author of They Ask, You Answer Marcus Sheridan, learn why trust is the #1 currency for any business, the three ways you can build trust with your ideal buyers, and how to repair broken trust.

πŸ’¬ You asked, we answered 

πŸ‘‰ "We know we need to write quality blog content, but what does high-quality, revenue-generating blog content actually look like?" (14-minute read)

I've mentioned this on multiple occasions, but one of my biggest gripes about the content marketing world is that we spend so much time talking about how important creating quality, revenue-generating content is to our strategies, but we rarely show what high-quality blog content looks like. Well, all of that ends right now. In this article from little ol' me, I've hand-selected 24 of the absolute best blog post examples for you to learn from β€” every single one of them is a case study in how to craft engaging blog content that also makes you money.

πŸ’¬ You asked, we answered

πŸ‘‰ "We're thinking about migrating from Salesforce to the HubSpot CRM β€” what exactly is involved in that kind of migration, and how complicated is it?" (6-minute read)

So, you're thinking about making the big leap from Salesforce to the HubSpot CRM for your sales team. Still, exciting as it may be to make such a jump, there is a lot to keep in mind when migrating platforms. Truth be told, it's easy to feel intimidated or overwhelmed by a migration of such a scale, especially if you've been using Salesforce for a really long time. Have no fear, however! IMPACT HubSpot Trainer Joe Bachir is here to save the day with his top-to-bottom, no-stone-unturned ultimate Salesforce to HubSpot CRM migration checklist.

πŸ’¬ You asked, we answered

πŸƒ IMPACTers on the move

IMPACT Director of Community and Events Stephanie Baiocchi dropped some serious knowledge bombs about driving community engagement with video in this contribution to Alyce.

🎧 Latest shows and podcasts

🌢️ Hot topics in Elite

IMPACT Elite is our exclusive Facebook group for the brightest minds in digital sales and marketing. Here's the discussion that caught my eye:

πŸ”Ž In case you missed it

Here are a few of my favorite articles we've published from the past week that you may have missed:

🎭 Weeklong nonsense

With everything going on in the world, you now get nonsense in every single issue of THE LATEST...

Screen Shot 2020-07-09 at 4.06.27 PM

"So, you want to direct a community theater musical production."

Ta-ta for now, nerds!

July 7, 2020

How to write a blog post (+ free blog post template), HubSpot CRM vs. Salesforce, and how post-pandemic sports can draw in advertisers in new ways ...this is THE LATEST!

πŸ”₯ Hot off the presses

SAVE! πŸ‘ THE! πŸ‘ DATE! πŸ‘ Join us for Scaling Up on July 28, a half-day live virtual event for business leaders looking to take their digital sales and marketing to the next level. Registration is free, so reserve your seat today! 

If the playlist from this past Saturday's issue didn't tip you off, I'll just put it out there β€” I am someone who gets deeply emotional about (and very attached to) music.

In fact, one of my favorite little hacks when I'm writing a blog article or other type of content that requires me to express a specific emotional perspective β€” happy, sad, motivated, cranky, etc. β€” is to play songs that mimic the mood I'm trying to get myself into. (It sounds weird, but it totally works.)

So, when I saw the news that composer Ennio Morricone β€” an absolute legend when it comes to scoring movies β€” had passed away yesterday morning, I actually cried. 

While you may not have heard of his name until this very moment, make no mistake that you already know of his ultra-famous contributions to the "spaghetti western" genre of movies. (Also, if you're a Tarantino fan, you definitely know is stuff.)

My grandfather loved those movies... and I loved spending time with him, so we always watched them together.

As a result, I spent most of my childhood tossing every Barbie I was gifted on the floor, opting to pretend be a cowboy instead. I would gallop on an invisible horse around the townhouse I grew up in... breaking almost everything in my path. No lamp was safe. (Grace wasn't β€” and isn't β€” a strong suit of mine. Oops.)

And, of course, in the background, was Morricone. My own musical "ol' reliable."

So, in honor of Ennio Morricone, who has had a claim on a significant piece of my heart for as long as I can remember, I want to share "Il Tramanto" with you:

Screen Shot 2020-07-07 at 8.27.44 PM

While it's from The Good, the Bad and the Ugly (a classic western), it's a complete departure from the "tumbleweed kitsch" that likely comes to mind. 

It's less than 90 seconds long, but it quite literally takes my breath away every time I listen to it. Out of context, it sounds somehow hopeful, inspiring, tragic, and heartbreaking all at the same time β€” well, to me, at least β€” with an arresting whirlwind of a finish. I just want to get lost in it. 

So, cheers to you, Ennio Morricone. Thank you for all that you created.❀️

And now, here's THE LATEST... 

πŸ‘‰ "How do I write a money-making blog post in a way that guarantees the quality is outstanding... and that I don't hate the process of writing it?" (12-minute read + templates)

You know that you need to be creating blog content that answers the questions of your ideal buyers. But you also know you need an explicit, easy, repeatable process for creating revenue-generating blog content that makes money for your brand. In short, you need to know how to write a blog. Well, I have some good news for you! This article by yours truly lays out in great detail, step-by-step, how to write a blog article β€” from choosing the right topic to writing a killer conclusion β€” so you can say goodbye to writer's block forever.

πŸ’¬ You asked, we answered 

πŸ‘‰ "OK, HubSpot CRM vs Salesforce... which is the right one for our company?" (8-minute read)

If you were to ask your average sales professional about Salesforce, they’d probably say it’s a top competitor in the customer relationship management (CRM) space and they wouldn’t be wrong, considering Salesforce owns around 20% of the market. HubSpot's CRM, on the other hand, only controls about 3.4% of the market. Yet this is probably one of the most common questions we get asked... HubSpot may be small, but it is definitely mighty. In this article from IMPACT HubSpot Trainer Lexie Ward, learn everything you need to know about HubSpot CRM vs Salesforce, so you can make the right choice.

πŸ’¬ You asked, we answered

πŸ‘‰ "Is there advertising potential with post-pandemic sports, or has COVID-19 ruined all prospects for marketers?" (9-minute read)

I don't know about you, but my world came crashing down when the inevitable cancellations of "sports business as usual" began to roll in, as various leagues around the world announced potentially indefinite delays and postponements of upcoming seasons. Sigh, all thanks to COVID-19. Slowly, however, some sports have returned. For example, European soccer leagues have been playing with CGI crowds taking the place of empty stands. What's more, brands are paying for placement in these crowds! Thankfully, IMPACT News Editor John Becker has the inside scoop for marketers on what this new "wild, wild west" of advertising looks like for sports in a post-coronavirus world.

πŸ’¬ You asked, we answered

πŸƒ IMPACTers on the move

IMPACT Director of Community and Events Stephanie Baiocchi dropped some serious knowledge bombs about driving community engagement with video in this contribution to Alyce.

🎧 Latest shows and podcasts

🌢️ Hot topics in Elite

IMPACT Elite is our exclusive Facebook group for the brightest minds in digital sales and marketing. Here's the discussion that caught my eye:

🐟 Weeklong nonsense

With everything going on in the world, you now get nonsense in every single issue of THE LATEST...

Image from iOS (10)

Today.... I am a goldfish.

Happy Tuesday!

July 4, 2020

Chasing goals at the expense of your people, July 4th trends you need to know, and the critical privacy policy update you need to make if COVID-19 forced your business online ...this is THE LATEST!

πŸ”₯ Hot off the presses

⚠️ New IMPACT+ courses now available for free:

All of these courses are available with a FREE IMPACT+ account, so sign up today!

To those kickin' it stateside, Happy Fourth of July! To those of you kickin' it outside of the United States, um, happy random day in July! (That works, right?)

Anyway, if you know me, you know I'm a big ol' pumpkin-huffing bore and an insufferable wintertime princess who likes to complain about summer and hot weather and blah, blah, blah.

Well, until this year, that is. Don't get me wrong, part of me will always "lean in" to being a frizzy, cranky tomato with a very loose definition of what it means to tan, the way some "lean in" to leadership. 

However, as I was cruising along I-91 yesterday to meet up with a friend, it dawned on me how many of the most smile-inducing memories I have with friends and family were all... bathed in summer sunshine. 

So, my gift to you today, before I boogie out the door to spend time with some of my favorite humans is a playlist of all the "summertime echoes" of the past, as I like to call them: 

β˜€οΈHere's the playlist on Spotify and on Apple Music β˜€οΈ

This mix is... eclectic, but (a) I think you'll enjoy it, and (b) it's almost like an emotional Rosetta Stone of some of the happiest moments in my life.

Grilling out with my dad (who loved to sing... with "enthusiasm"), crazy camping trips, beer festivals with my old Maryland crew, afternoons with my best girlfriends, playing brewer for a day, Dave Matthews shows at RFK Stadium, wild fire pit nights, dancing the night away in Baltimore, being on the water, my aggressive sunscreen rituals, fireworks (of course), countless baseball games at Nats Park, and so many more.

I hope this mix will help you make your own memories this weekend. Or at least get you dancing and smiling just a little bit.

And now, here's THE LATEST... 

πŸ‘‰ "What are the most important July 4th consumer trends we need to know, now that COVID-19 has changed so much?" (1-minute read + infographic)

July 4th is a favorite holiday for many Americans. Can you blame us? Fireworks, cookouts, warm weather, and quality time with friends and family are hard to beat. But between the coronavirus (COVID-19) pandemic and other events, 2020 has been a strange year for America (and the entire world), to say the least. How have consumers reacted, and what does that mean for the holiday weekend? In this original infographic from IMPACT Website Portfolio Manager Kevin Wheatcraft, get the inside scoop on the July 4th buyer behaviors and consumer trends you need to know.

πŸ’¬ You asked, we answered 

πŸ‘‰ "What does it really look like when leaders chase their goals and fail to prioritize their people as they should?" (8-minute read)

This is my favorite article of the week. In the words of author IMPACT Video Trainer Will Schultz, "As you read this, think about the situations in your professional life [as a leader] where you knew there was a relational or communication problem starting to arise that you chose to ignore rather than meet head on. We all have a story like this buried somewhere." This article from Will is a must-read for current leaders and aspiring ones alike, as it paints a vivid picture of what it looks like when your company culture fractures, and how to recognize the signs.

πŸ’¬ You asked, we answered

πŸ‘‰ "Our business has been forced online due to COVID-19 β€” do we need to update our privacy policy?" (9-minute read)

When you hear β€œprivacy policy” you may just think of a long page of legal jargon you have to click through to get to the app or website you want. But it’s much more than that. Privacy policies are part of how you take responsibility for protecting your own personal information that gets shared online. Plus, the recent transition of almost every daily activity to a virtual version, due to COVID-19, has sparked more interest in data privacy among users. In this article from IMPACT Director of Community and Events Stephanie Baiocchi, learn everything you need to know about privacy policies, as well as what changes you need to make right now, in the wake of COVID-19.

πŸ’¬ You asked, we answered

🎧 Latest shows and podcasts

🌢️ Hot topics in Elite

IMPACT Elite is our exclusive Facebook group for the brightest minds in digital sales and marketing. Here's the discussion that caught my eye:

πŸ˜₯ Weeklong nonsense

With everything going on in the world, you now get nonsense in every single issue of THE LATEST...

still-true

Look, I will admit to being a fan of summer now, but that doesn't make this any less true.

Be safe this weekend!