Back to Learning Center
Subscribe to THE LATEST
The Latest Digital Marketing News by IMPACT
December 29, 2018

How to Create Pillar Content, Top Web Design Trends You Need to Know, & UX vs. UI ...This is THE LATEST!

Want to hear something crazy? I never learned to ride a bike.

Seriously. I grew up in an apartment building, so it just... never happened. Periodically, I think about rectifying this laughable gap in my range of talents; but whenever I consider it, I remember I'm a six-foot-tall klutz with a permanent bruise on my left shoulder, because I can't turn corners properly.

(Much like Zoolander, I am also not an ambiturner.) 

Even though we're all adults, here's the moral of the story I want you to walk away with from my biking-aversion tale. Don't wait until it's too late to learn how to do the hard stuff, or to learn about the stuff that lives outside of your comfort zone. 

Whether that be biking, pillar content, or web design, now is the time to expand your horizons and do something different.

πŸ€” Here's How You Actually Write a Piece of Pillar Content

Let's rip off the band-aid together -- the prospect of writing a piece of pillar content can sound horrifying at first. It's supposed to be the most definitive guide on a particular subject, which then lives as the beating heart of your topic cluster. "Liz! Help!" Don't panic. By the end of this year, I will have helped launch more than 15 pieces of pillar content -- and this is the detailed, step-by-step pillar content creation process I have used to do it.

🎨 The 9 Website Trends That Prove 2018 Was an Exciting Year for Design

In the series finale of The Office, Andy says, β€œI wish there was a way to know you're in the good old days before you’ve actually left them.” Well, in this article, IMPACT Designer Joe Rinaldi is giving you the heads up that we’re currently living in some of the most exciting times in the web design -- and here are the top nine web design trends you need to know going into 2019.

πŸ–₯ UX vs. UI: What's the Difference?

UX and UI are terms that are thrown around like confetti in our industry, but have you ever really stopped to consider the difference between the two? "Wait, they're different?" Yes, they are. Lucky for you, IMPACT Design Supervisor Jessie-Lee Nichols has the scoop for you on what's the difference between UX and UI, and which is more important.

πŸ‘€ ...When You're All Ears (& Eyes) 

🌎 IMPACTers on the Move 

  • IMPACT Client Success Specialist Myriah Anderson will be a featured speaker for Sales Hacker's Accelerating Sales with Video: Lessons Learned from Those Seeing Success live web event on January 17. Limited spots are available, so snag yours today.

πŸ”’ Weekly Number Crunching

As you write your next set of blog articles, keep this in mind -- 71% of buyers say they were turned off by content that felt like a sales pitch. (Need more data-backed content strategy inspiration? ICYMI, we've got you.)

πŸŽ‰ Weekend Nonsense

Dear Nathan W. Pyle, I feel seen, but also personally attacked by this comic of yours:

cookies-nathan-w-pyle

Sigh. I'll just see myself back to the gym now... πŸ˜‘ 

Don't forget -- if you got this from a friend and haven't subscribed yet, join the fun here.

Until next week!

December 27, 2018

Email Marketing No-Nos, Essential Buyer Persona Interview Questions, & How to Get Website Optimization Right ...This is THE LATEST!

The period of time between Christmas and the New Year is a strange little purgatory. On the one hand, the remnants of Christmas dinner still linger in chilled Tupperware containers and pajamas are still the preferred indoor uniform at my household, no matter the time of day.

On the other hand, that sinking feeling that I will need to return to being an "adult" with "goals" and "direction" as we creep slowly toward the New Year is beginning to take hold. Ugh.

While some of my friends are content to begin boxing up Christmas decorations and tossing out their tree with the garbage at first light on December 26, I am still clinging to the last proverbial Christmas ornament, as if it were life raft. 

tenth-doctor

See, the 10th Doctor also agrees with me.

If you're reading this and saying to yourself, "She understands me," I've got bad news and good news. 

The bad news is we have to start acting like adults again, because 2019 is almost here. Good news, the three articles below can help you ease your way back into that goal-oriented, grown-up way of thinking -- and they pair quite well with the egg nog that's still in your fridge. 

✨ Make Your 2019 Email Marketing Campaigns Sparkle by NOT Doing These Things

Sending emails may not be the most cutting edge, "razzle dazzle" marketing strategy out there, but newsletters are experiencing something of a comeback. Kind of like bell bottoms in the early '90s, but less awful and with more staying power. However, email is a tricky beast, because there are so many ways you can get it wrong -- like flat subject lines that tank open rates or boring link text which kills click-through rates. Thankfully, IMPACT Account Coordinator Lexie Ward is here with her big list of nine email marketing pet peeves to avoid in 2019.

⁉️ Here Are All the Questions You Need to Ask Your Buyer Personas

Inbound marketing doesn't work if you don't have well-research buyer personas. Period. At IMPACT, we ensure our clients have comprehensive buyer personas that deliver results by conducting buyer persona interviews that feature a select group of questions -- 30 questions, to be exact! In this article, IMPACT Account Supervisor Kaitlyn Petro shares everything you need to do before a buyer persona interview, as well as the 30 questions you need to ask.

πŸ”Ž The 5 Critical Steps of the Website Optimization Lifecycle

Once you hit the ye olde publish button on your new website, you might think, "OK, I don't need to look at that thing for awhile." Wrong. In order to stay current with trends and evolving consumer behaviors -- while also making sure your new website is driving the action you wanted -- you need to spend time optimizing your website. That's why IMPACT Account Supervisor Justine Timoteo has broken down the five different stages of effective website optimization you need to be following to ensure your website is a peak performer.

πŸ‘€ ...When You're All Ears (& Eyes) 

Throwback Thursday πŸ’₯

Take a dip in our very own virtual hot tub time machine with some amazing content goodness from our archives that you may have missed: 

  • What is inbound leadership? Following many years of research, IMPACT COO Chris Duprey discovered inbound isn’t just for marketers anymore. Leaders who walk the inbound path have shown time and again that their β€œHow can I help?” posture and an obsession with their people results in higher rates of organizational success. Whether you're a current business leader or an aspiring future leader, Chris' guide to inbound leadership is a must-read. It's filled with case studies, personal anecdotes, and a roadmap for becoming an inbound leader.

Also, on this day in 1831, Charles Darwin embarked on his 'round-the-world, five-year voyage on the HMS Beagle -- during which, he worked on his theory of evolution.

🌎 IMPACTers on the Move 

  • IMPACT Client Success Specialist Myriah Anderson will be a featured speaker for Sales Hacker's Accelerating Sales with Video: Lessons Learned from Those Seeing Success live web event on January 17. Limited spots are available, so snag yours today.

What was your favorite memory from the holiday season? Reply to this email with yours, and I'll share mine with you! 

Don't forget -- if you got this from a friend and haven't subscribed yet, join the fun here.

Ho-ho-ho!

December 25, 2018

Hilarious Holiday Commercials, Hustlin' Over the Holidays, & Looking Ahead to Digital Marketing in 2019 ...This is THE LATEST!

In the beginning, Ramona and I set out to launch THE LATEST as the email equivalent of a little gift filled with valuable digital marketing goodness that arrives on your virtual doorstep three times a week. 

However, what we didn't realize was that, in accomplishing our mission, we were the ones receiving the gift. The gift of helping you all. The gift of getting to know some of you over email -- and making a few friends along the way. Also, honestly, the gift of giving ourselves a few laughs, as we put together each issue. 

So, from Ramona and myself, thank you. You've made THE LATEST more than an email newsletter, which is not something either of us expected. 

As a token of our gratitude, here is a little Christmas gift from the both of us, in the form of a... well, you'll see. 

Long live DISCO Christmas! πŸ‘―‍♂️

Screen Shot 2018-12-25 at 7.56.10 AM

πŸŽ…πŸ» 12 of the Best Holiday Commercials to Make You Laugh, Cry, & Get Inspired

It's not always easy to come up with one of the holiday video campaigns that will leave people a-buzzin' and sharing with their friends. So, to help get even the Grinch-iest of marketers in the spirit (and inspire some last minute videos before New Years), IMPACT Head of Editorial Content Ramona Sukhraj has curated this sometimes hilarious, sometimes touching list of 12 of the best holiday commercials from the past few years.

πŸŽ„ The Numbers Don't Lie; Businesses Hustle More Over the Holidays

Even though many of us spend the vast majority of the month of December counting down the days until holiday vacation -- or at least a few days off for the holidays themselves -- you may be surprised to learn that productivity reaches an all-time high this time of year. IMPACT Director of Event Marketing Jen Barrell has the scoop with this festive, surprising infographic overflowing with data on holiday season productivity.

πŸ“Š 2019 Digital Marketing Trends

Influencers, voice search, and featured snippets -- oh my! As us marketers look ahead to next year, it's easy to get overwhelmed by all of the new stuff we learned in 2018. Which of the 18,741 new tactics, tools, and strategies should we be implementing in 2019? Well, rest easy. IMPACT VP of Marketing Kathleen Booth has seven important digital marketing trends she personally recommends you should definitely put at the top of your list for 2019.

πŸ‘€ ...When You're All Ears (& Eyes) 

🌎 IMPACTers on the Move 

  • IMPACT Client Success Specialist Myriah Anderson will be a featured speaker for Sales Hacker's Accelerating Sales with Video: Lessons Learned from Those Seeing Success live web event on January 17. Limited spots are available, so snag yours today.

Well, according to Horatio the Scottie and his bowtie... 

Screen Shot 2018-12-25 at 8.20.16 AM

...it's time for me to join my husband, Patrick, by the tree, so we can kickoff our Christmas morning festivities. 

Psst! If you're like me -- a compulsive work email-checker, even over the holidays -- I would love to see your favorite photo from Christmas Day! Send it along by replying to this email. 

Don't forget -- if you got this from a friend and haven't subscribed yet, join the fun here.

Ho-ho-ho!

December 20, 2018

HubSpot Rebrands Content Strategy as SEO, NAACP Announces #LogOutFacebook Protest, & 4 Marketing Tools to Make Your Life Easier ...This is THE LATEST!

Whenever our Alexa tells me the morning weather while I'm hiding under the covers or solves a simple math equation for me -- both of which I could easily do myself if I exerted a minimal amount of effort, but "LOL nope!" -- I find myself thinking:

"I, for one, am thankful for our Skynet overlords."

However, for every win or life hack the robots throw my way, there always seems to be bad news trailing behind it. It's as if life never wants me to forget that technology is a double-edged sword.

πŸ”₯ HubSpot's Rebranding of Content Strategy to SEO May Not Be Such a Hot Idea

HubSpot announcing changes to their platform -- big and small -- is not news. But earlier this week, HubSpot put up a notification that their HubSpot Content Strategy tool would be renamed the HubSpot SEO tool. Nothing else would change, however; it's all about the name. I sat on this news for about a day before I realized I really, really did not like this move by HubSpot. While it may not seem like a big deal, here's why I believe this move will only create confusion and negatively impact how marketers think about content strategies.

πŸ”Ž After New Russia Investigation Revelations, NAACP Launches #LogOutFacebook Protest

Two bipartisan reports commissioned by the Senate Intelligence Committee have, once again, exposed a disturbing level of data misuse on the Facebook and Instagram platforms -- users and communities of color were targeted by Russian influence campaigns leading up to the 2016 U.S. presidential election. The NAACP responded with #LogOutFacebook, a protest that serves as a call to federal lawmakers to investigate the social media giant. For both users and marketers, this is an important data privacy story to follow -- here's what you need to know.

πŸ’‘ We're Back with 4 Brand New Marketing Tool Recommendations to Prep You for 2019

Our popular IMPACT Toolbox series returns with four brand (often underrated) new tools and apps we think you should try. This month, we're highlighting an easier way to create social media Stories, a better way to build podcast partnerships, a new automation tool, and an app that will help you be a better business, marketing, and sales communicator by analyzing your writing. Learn more about each tool and how it can help you in this article from IMPACT Developer Morgan VanDerLeest.

πŸ‘€ ...When You're All Ears (& Eyes) 

πŸ’₯ Throwback Thursday 

Take a dip in our very own virtual hot tub time machine with some amazing content goodness from our archives that you may have missed: 

  • The Definitive Guide to HubSpot Marketing Hub Has Landed!
    Carina Duffy -- host of the Hubcast, and HubSpot and inbound trainer extraordinaire -- crossed a huge item off her bucket list last week. She launched the longest piece of content ever published for IMPACT; 16,000 words on HubSpot's Marketing Hub, covering everything businesses need to know to be successful with the marketing automation platform. If you're considering HubSpot, or just purchased the platform, this guide is for you.

Also, on this day in 1803, the French officially turned over the territory of Louisiana, to the United States, helping us become a bit more whole! 

🌎 IMPACTers on the Move 

  • IMPACT Client Success Specialist Myriah Anderson will be a featured speaker for Sales Hacker's Accelerating Sales with Video: Lessons Learned from Those Seeing Success live web event on January 17. Limited spots are available, so snag yours today.

πŸ“… Save the Date

OK, time to claw my way to the coffee maker. We're less than 48 hours to the start of holiday vacation, and my to-do list mocks me with its persistent complexity. 

(Psst! If you got this from a friend and haven't subscribed yet, join the fun here.)

Catch you later, animators! 

December 18, 2018

HubSpot Brings Business Cards Back to Life, Instagram Counts Down, & The Daily Carnage 36x Its Subscribers...This is THE LATEST!

We're one week away from Christmas Eve, my friend, and whether you celebrate or not, there's no denying there's an excitement (and touch of anxiety) in the air. According to a 2015 report by Healthline, 62% of people report an increase in stress during the holidays, thanks greatly to a lack of time. So, let me save you some precious minutes. Here's what's been going on in the marketing world:

πŸ“‡  HubSpot's New Business Card Scanner Makes Lives Easier for Marketers AND Sales Teams

I wasn't around for it, but I like to think the marketing world in the early 2000s was riddled with cheesy professional pick-up lines like: Can I get yo' business card? Luckily, thanks to HubSpot's new Business Card Scanner, I just may get to experience this glory as we enter the 2020s. The new feature available in the HubSpot mobile app allows users to scan business cards and automatically enter the information into their CRM along with notes for sales. In this article, IMPACT Director of Client Service Katie Pritchard shares the scoop and 4 big reasons sales teams should rejoice.

⏰  Brands Can Add More Excitement & Urgency to Their Instagram Stories With Countdown Stickers

New Year's Eve is right around the corner, but today, marketers have another countdown on their minds. Last week, Instagram launched a "Countdown" Sticker for Stories that lets brands build excitement towards events and allows users to get reminded of them. One of our newest account executives, Arielle Gnnan, dives into how to use the exciting new feature in your 2019 strategy in this piece. 

πŸ“§  The Daily Carnage's Mark Rogers Dishes On How It 36x Its Number of Subscribers in Just 18 Months

Growing a subscriber list is never easy. That's why seeing numbers like those shared by Mark Rogers in the latest episode of The Inbound Success Podcast is so impressive! Kathleen sits down with the Carney Marketing Director to discuss how the popular marketing newsletter did it and how your brand could as well. 

... When You're All Ears (& Eyes) πŸ‘€

Save the Date πŸ“…

Tickets to IMPACT Live are as affordable as ever, but the price is going up in three days. β€˜Tis the season to save some money. It's also the most wonderful time of the year -- to get your tickets. 

Have you had enough of my holiday word play yet? If not, hit reply and I'll share one of my best bad holiday jokes. #exclusivecontent

As always, if you got this from a friend and haven't subscribed yet, join the fun here

December 15, 2018

HubSpot Investing $30 Million in SMBs, Beefing Up Your Facebook Page, & Instagram Embracing Influencers...This is THE LATEST!

One thing you have to admire about the digital marketing industry (I know I do) is that almost no issue goes unsolved for long.

If a challenge arises, you can rest assured that someone, somewhere is working on something to help you overcome and work harder, better, faster, and stronger. And I don't just say that because I'm a fan of old school Kanye West

🌱  HubSpot Announces HubSpot Ventures to Help Businesses "Grow Better" 

HubSpot has been helping small and medium-sized businesses grow with its tools for over 10 years, but this week, the company announced it will also dedicate $30 million to help fund new companies. This isn't just about getting a business off the ground, though. In-line with its greater vision, HubSpot wants to help businesses "grow better" through HubSpot Ventures. Account Executive Karisa Egan shares all of the details here. 

πŸ’‘  Get More Out of Your Facebook Page in 2019 with These 6 Beyond-Best Practice Tips

Some things in life are timeless, but your social media strategy certainly isn't one of them. Facebook has changed dramatically in the past 12 months and your strategy needs to change with it. In this article by one of our newest Customer Success Managers, Dia Vavruska, we get into six advanced tips for beefing up your Facebook Business Page in 2019

🀳🏽  Instagram's Testing New "Creator Accounts" to Help Personal Brands/Influencers Better Connect & Grow Their Audiences

Influencers are a powerful force in the Instagram community. Taking notice, the social media company started testing out new "Creator Accounts" offering deeper performance insights, direct messaging tools, and other unique features with a select group of its most influential users. Get all the details on the new accounts from Account Executive Arielle Gnann here.

... Hot Off The Presses

HubSpot Marketing: In this new guide, IMPACT's resident HubSpot expert, Carina Duffy, dishes out a candid and comprehensive analysis of the HubSpot Marketing Hub and all of the dirt you need to make the best decision for your company and its marketing. 

Inbound Leadership: Inbound isn't just for marketers anymore. Inbound Leadership is a new (Dharmesh Shah approved) leadership philosophy developed by IMPACT's COO Chris Duprey, after decades of leadership studies, research, and inspiration from our Inbound Manifesto.

... When You're All Ears (& Eyes) πŸ‘€

Save the Date πŸ“…

Alright, so if you’ve read this far, you need to be at IMPACT Live next year. You’re our people.

Plus, ticket prices are about to go up and I don’t want you to pay full price (like I said, you’re our people.) So, go get those tickets now

Weekend Nonsense πŸŽ‰

Now, this gem is from a few years ago, but its commentary on cliche brands remains as fresh as ever:

Screen Shot 2018-12-14 at 5.16.05 PM

What brands did this remind you of? Hit reply and let me know!

As always, if you got this from a friend and haven't subscribed yet, join the fun here

December 13, 2018

Instagram Introduces Voice Messaging, "LIVE" Notifications in Google SERPs, & Clever Video Strategies for Email... This is THE LATEST!

Whenever there's a change or something new in social media, this is how I feel trying to get someone younger and more "down with the 4-1-1" to explain it to me:

fellow-kids

In fact, it took both Ramona (our Head of Editorial Content) and Stephanie (our Director of Audience Engagement and Community) an hour during a team dinner last year to teach me about "bitmojis" and to make one for me -- because I'm helpless. 

Kids these days, am I right? With their beep-boop technology and their rock-n-roll music. Back in my day, I had to walk uphill both ways in the snow to post passive aggressive song lyrics in my AIM profile.

Anyway, here's THE LATEST... 

What Marketers Need to Know About Instagram's New Voice Messaging Feature πŸ”Š

This week, Instagram announced the rollout of a new feature -- voice messaging. Now, you might be saying, "So what, Liz? That's not really a big deal for businesses." Wrong! While it may sound like more of a perk for private users, Instagram voice messaging is a huge opportunity for brands to make their marketing and social presence more personal and human. Want to learn more? In this article, IMPACT Account Supervisor Kate Fodera breaks down how the new feature works, why it matters, and how you can use it.

Google Showing "LIVE" Badge for Live Stream Videos in Search Results (& How to Get It) 🚨

Video is a big deal. (Duh.) Live video is a powerful way to engage your audience. (Double duh.) Now, Google is making it easier for searchers to identify streaming videos that are currently live with a new, shiny red "LIVE" badge that's displayed in search results. So, if live video is part of your strategy, you're going to want to dig into this article by IMPACT Talent Manager Carolyn Edgecomb, which outlines everything you need to know about the new badge and how to get the badge for your live videos right now.

4 Awesome Ways to Take Your Email Marketing to the Next Level with Video πŸ“½οΈ

Video is a big deal. ("Wait, didn't she already say that?") Video in email, however, is game-changing. Of course, email marketing with video is a bit of an art form -- and there are a handful of critical "rules of the road" you need to understand before you start dropping video links and thumbnails into your next newsletter. Lucky for you, IMPACT Creative Director Alex Winter wrote this article that gives you four creative ways to use video in your email and the best practices you need to be aware of before you get started.

... When You're All Ears (& Eyes) πŸ‘€

Throwback Thursday πŸ’₯

Take a dip in our very own virtual hot tub time machine with some amazing content goodness from our archives that you may have missed: 

  • Thinking About Redesigning Your Website? Read This First! 
    Our Website Redesign Guide outlines each step of what a successful website redesign preparation process looks like -- from picking the right internal team members and the data you'll need before you get started, to all of the questions you should ask a prospective web design agency and what you should be looking for in their answers. This is a must-read for any business considering redesigning their website in 2019.
  • Your Guide to Creating Website Copy That Doesn't Suck
    Speaking of websites, there's nothing more soul-crushing than finding a beautiful website that has absolutely terrible copy. That's why IMPACT VP of Marketing Kathleen Booth wrote this evergreen article about how to not kill your website with terrible content. Here are the five ways to make your website copy absolutely swoon-worthy right now.

Also, on this day in 1792, Ludwig van Beethoven took his first musical composition lesson from fellow classical composer, Franz Joseph Haydn.

Save the Date πŸ“…

  • IMPACT Live is an inspiring, immersive, high-energy learning experience for marketers and business leaders, bringing together the most innovative minds in digital marketing into a single space. And with the speakers we have lined up for 2019, you won't want to miss out! Our Super Early Bird ticket pricing is only available for one more week, though. So, meet this year's speakers and get your tickets.

OK, enough chit-chat. I'm out of coffee, and it's time for me to start tackling my Thursday to do list. Apparently, pillar content doesn't write itself. Who knew, right?

Hey, you! Yeah, you! Did a friend forward this newsletter to you, but you're not subscribed yet? Join the fun. 

Later, squares!

December 11, 2018

Why You Need Reddit Video, How Facebook Could Be the New Home Shopping Network, & Marketing Strategies from HubSpot's Kipp Bodnar...This is THE LATEST!

Remember when one million was a big number?

dr-evil-right-compressed

Well, somewhere in between Dr. Evil and the dawn of Facebook, it has certainly lost some of its "oomph." Today, with platforms touting hundreds of millions of daily active users, it's hard to be surprised by some statistics. 

However, even that said, we really must give Reddit a pat on the back for its recent announcement...

With Over 1 Billion Native Video Views a Month, Marketers Need to Take Notice of Reddit πŸ“½οΈ

Believe it or not, Reddit is great for more than just memes and Real Housewives gossip! In just one year of hosting video, a recent report showed that the platform earns roughly 1.4 billion native video views each month. This is presenting a huge untapped opportunity for many marketers as our VP of Services, Brie Rangel, explains here. 

Facebook is Testing Live Product Demos and Purchasing On The Platform πŸ›’ 

Informercials and home shopping may seem like things of the past, but with online shopping becoming the new norm, Facebook is hoping to recreate their success on its platform. The social media giant is currently testing Live Product Demos for sellers in select countries, but IMPACT Account Executive, Nick Bennett explained why marketers everywhere should be looking forward to this feature in his latest article. 

HubSpot's CMO Kipp Bodnar Shares 4 Marketing Strategies It Used to Deliver Results in 2018 πŸ†

Earlier this year at IMPACT Live, we were honored to welcome HubSpot's CMO Kipp Bodnar to our stage where he shared some of the strategic secrets the company has been trying this year. Well, this week, he sat back down with our VP of Marketing, Kathleen Booth, to discuss four of those secrets more in depth. Listen in on their conversation here. 

... When You're All Ears (& Eyes) πŸ‘€

Save the Date πŸ“…

  • The New Haven HUG is TONIGHT!! The New Haven (CT) HUG is meeting tonight! If you’re in the area, join us as our very own HubSpot Specialist, Carina Duffy, walks us through "choose your own adventure" lead nurturing and how you can do it in HubSpot. This event is FREE to attend for all (even non-HubSpot users); you just need to register!
  • Join Our Elite Conversation With the Man Behind The Daily Carnage! Today's the final installment of our 2018 IMPACT Elite Conversations series and we're welcoming Carney's Marketing Director (and one of the minds behind The Daily Carnage), Mark Rogers! We'll be talking 2019 marketing strategy, newsletter strategy, and more. Hit "get reminded" here to be notified when we go live at 2:00pm ET today. 
  • Super Early Bird tickets to IMPACT Live are only available for 10 more days. The money you’ll save might just cover your travel costs to Hartford next August. So basically it’s like a free flight. You’re welcome. Go get those tickets now.

As always, if you got this from a friend and haven't subscribed yet, join the fun here. 

Talk soon!

December 8, 2018

Jaw-Dropping Content Marketing Stats for 2019, How Facebook Search Really Works, and Google's Love of Original Images...This is THE LATEST!

Here's a fun fact about me: I love random trivia.

For example, did you know when actors do an "American" accent in other countries, they're usually doing a Connecticut accent because the first American English dictionary was written and published right here in IMPACT's home state? (#humblebrag.)

Impress your friends with that little fact nugget at dinner this weekend! 

Content Marketing Trivia Time! πŸ€“

 

Stumped? In this article, I've shared the answer to this question and 32 other new (and surprising) content marketing statistics to help you plan your strategy for 2019. Show Me The Numbers!

Facebook Finally Revealed How Graph Search Works (And No It Has Nothing to Do With Outside Behavior) πŸ”

I don't know about you, but sometimes search algorithms keep me up at night. Luckily, this week, Facebook finally revealed how its Graph Search works and while many users are happy to hear their search/browsing behavior doesn't impact the results, the news left marketers realizing they had their work cut out for them. IMPACT's Director of Client Service, Katie Pritchard, shares the goods on Graph Search in this article. 

Get Ready for Your Kodak Moment Because Google Finally Took A Stance on Original Photography. πŸ“Έ

We've always known the design and branding benefits of original photography, but this week, comments from Google's John Mueller suggest there may be big SEO value to be reaped as well. Get all the details from IMPACT Design Supervisor Jessie-Lee Nichols here.

... When You're All Ears (& Eyes) πŸ‘€

Save the Date πŸ“…

  • [WEBINAR] Did You Know Your Brand Can Highjack The News to Drive Tons of Attention? It’s called Newsjacking, and the founder of the movement, David Meerman Scott, is sharing his secrets on how to react fast and stay on brand in a webinar next Monday, December 10. Sign up here to join us!
  • HUGs in New Haven, Next Week! The New Haven (CT) HUG is back this coming Tuesday, December 11! If you’re in the area, join us as our very own HubSpot Specialist, Carina Duffy, walks us through "choose your own adventure" lead nurturing and how you can do it in HubSpot. This event is FREE to attend for all (even non-HubSpot users); you just need to register!
  • There’s a place where 1,000 marketers come together for the most immersive, high-energy learning experience of the year. It’s called IMPACT Live and Super Early Bird tickets (at half the price) won’t be around forever. Save on tickets now.

Weekend Nonsense: Hamburger Helper πŸŽ‰

In digital marketing, we're all pretty familiar with the term "hamburger menu," but to the general public, that's something you find on a screen at a fast food joint, not on a website.

That's why, earlier this week, McDonald's partnered with Reddit to celebrate the birthday of the feature's inventor, Norm Cox, with an AMA and quirky campaign. Check it out:

mcdonalds-hamburger-menu

As always, if you got this from a friend and haven't subscribed yet, join the fun here. 

See you next week!

December 6, 2018

How Not to Follow-up with Prospects, 8 Stunning Whitespace Examples, & New Data on Where to Spend Your 2019 Ad Dollars ... This is THE LATEST!

I'm an only child. So, from toddler to teenager, I was a Mister Rogers-obsessed, rosy-cheeked, insufferable little know-it-all. (Fun fact: My first word was "no." Sorry, mom and dad.)

I wish I could say I've grown out of it entirely, but I would be lying to you; and I can't lie to you. So, here's the truth -- even though I'm now comfortably in my 30s, I still sometimes need to be saved from myself. 

From my husband forcing me to get my first flu shot last weekend -- I have four tattoos, but I was still scared for some reason...? -- to learning the dos, the don'ts, and the data points I need to be successful in my job, I still get by with a little help from my friends. 

Here's THE LATEST... 

Video: How Not to Follow-up with Sales Prospects (& What You Should Do Instead) πŸ“½οΈ

You know what's the absolute worst? Having a prospect go completely radio silent on you after you send over a proposal, and all you're left with are phone calls that aren't returned and unanswered emails. Not only can this be demoralizing for a sales rep if you've put a ton of time on a deal, these instances can eat up a lot of time and leave you looking pretty desperate. Thankfully, this video from Jason Swenk will save you from sending those sad "Just checking in!" proposal follow-up emails by showing you the tactics that work -- and those that don't.

Learn to Love the Power of Website Whitespace with These 8 Showstopping Examples πŸ–₯️

Look, I know some of you have an allergy to whitespace on website pages. Why leave areas empty on a page, when you can pack in as much valuable content as possible, right? Well, not quite. What you may not realize is that whitespace -- sometimes referred to as "negative space" -- is one of the most important and purposeful techniques used in web design. Never fear! IMPACT designer Ashleigh Respicio curated this list of eight stunning websites that use whitespace to inspire you, along with what you can learn from each example.

Which Advertising Channels Grew in 2018? Plan Your 2019 Marketing Strategy with This Report πŸ’°

I would estimate that... zero of you would be surprised to learn that MAGNA says ad spending was up in the United States and around the world for the ninth year in a row in 2018. However, even though they're predicting the upward trend in ad spend to continue in 2019, not all advertising channels are created equal. In this quick article, IMPACT VP of Services Brie Rangel gives you the scoop on 2018's ad spend winners and losers, and where you should be looking to spend your 2019 ad dollars.

... When You're All Ears (& Eyes) πŸ‘€

It's Throwback Thursday (New!) πŸ’₯

Each Thursday edition of THE LATEST, I'm going to share some amazing content goodness from our archives that you may have missed. 

  • Is SEO Dead? We've Got the Answer... 
    Every year, marketers make themselves crazy trying to answer this question -- and some of you have a little too much fun saying, "Yes, it is, and we're all doomed." So, we partnered with technical SEO mastermind Franco Valentino of Narrative SEO to produce this comprehensive guide that explains what you need to know about SEO going into 2019.
  • You Need to Start Talking to Your Sales Teams
    Back in April, I shared my experience of being embedded with the IMPACT sales team for six months in 2017 and 2018. Not only was it a transformative experience, personally, there were four absolutely essential lessons I learned that all marketers should take to heart, as they look ahead to next year. Here is what every single marketer should be doing with their sales teams.

Also, happy 141st birthday to the Washington Post -- my hometown rag! On this date in 1877, the newspaper published its first issue. It was four pages long and cost 3 cents, and reported on the ill health of the Pope and that, "The Capitol was a dull place yesterday."

Save the Date πŸ“…

  • Make news by breaking news! Creating content around breaking news can generate tons of media attention (& bring in sales), but not many of us are doing it… yet. On December 10, you have a chance to learn directly from David Meerman Scott about how to generate leads and customers with his pioneered technique of "newsjacking." Start making headlines, reserve your spot today.
  • Go behind the scenes of Carney with Mark Rogers. On December 11, the final installment of our 2018 IMPACT Elite Conversations series will feature a live conversation with Carney Marketing Director Mark Rogers. (Psst! Carney publishes the super popular newsletter The Daily Carnage.) Add this conversation to your calendar.
  • Who's in New Haven and needs a HUG? Also on December 11, you can join us for the New Haven HubSpot User Group (HUG) meetup, during which we'll be talking about how you can make the most of HubSpot's "Pick Your Own Adventure" lead nurturing strategy. Register for the New Haven HUG today.
  • Early-bird pricing (50% off!) for IMPACT Live 2019 is about to end! So, now is the time to go all-in on our innovative, immersive, and inspiring learning experience for marketers and marketing teams. Seriously, you'll kick yourself when the prices go up -- so, get your tickets now.

Whew, I think that's enough from me for today. Now, go forth and make good marketing decisions.

(Don't forget, if you got this from a friend and haven't subscribed yet, make sure to join the fun here.)

Toodle-loo! 

December 4, 2018

Google Results Now Know What's "Sold Here," How You Should Be Tackling Public Relations in 2019, & What Instagram Audiences Really Want...This is THE LATEST!

So yesterday I once again found myself in New York City; this time to catch the iconic Radio City Rockettes in their Christmas Spectacular with my family.

In between, "how the heck do they do those high kicks?" and "are those seriously real camels walking across the stage right now?" I found myself wondering how I'd ever recovered from the busy day and get my head back in the work-game. 

If you're coming off of a crazy weekend too or just need to brush up on what's going on in the marketing world -- I got you. Here's the scoop:

Local Businesses Rejoice! Google Now Tells Searchers When You Have The Products They're Hunting For πŸ”

Can always count on Google to keep us on our toes! This week, it's with a new feature that adds a "sold here" tag on local results when you search an item that they sell in your area. For a little update, this guy is expected to make a huge impact on user experience as our Head of Strategic Partnerships, Vin, explains here.

New Report from Quintly Reveals 3 Big Trends for Your 2019 Instagram StrategyπŸ“±

In all-new research published by social media analytics company, Quintly, we've got our hands on some surprising trends that can help you experiment and fine tune your Instagram strategy for 2019. Should you add that pineapple emoji? Post today or wait until Saturday? One of IMPACT's Client Success Managers, Genna Lepore, shares the answers to these questions and more, in this new piece.

HubSpot's Iliyana Stareva Declares Public Relations Needs an Inbound Approach, Just Like Marketing πŸ§

Marketers all over the globe have taken an inbound approach to building awareness and generating leads, but can the same be said about those in Public Relations? Enter Inbound PR. In this contribution, HubSpot's Iliyana Stareva shares how an inbound mindset and smart best practices can transform traditional PR for the new year and beyond. 

... When You're All Ears (& Eyes) πŸ‘€

Save the Date πŸ“…

  • We're HUGgin' It Out TONIGHT: The Hartford (CT) and Annapolis (MD) HUGs are meeting tonight to enjoy some great discussion, food, drinks, and plenty of time to network. Members of the IMPACT team will be at both and they're free to attend, but you have to register to be there. Hit the links above to save your spot and we'll see you soon!
  • Take Over the News! Creating content around breaking news can generate tons of media attention (& bring in sales), but not many of us are doing it…yet. On December 10, David Meerman Scott’s joining us to talk all about how to get started with Newsjacking. Get in on the action here.
  • IMPACT Live 2019 may be months away, but Super Early Bird tickets are only on sale for two more weeks. That means there’s time to get permission to go and still get tickets for half off. As mom would say, it’s probably best to get that process started today. Here’s where to start planning your way to IMPACT Live.

That's all for now folks!

If you got this from a friend and haven't subscribed yet, make sure to join the fun here. 

Talk soon!

December 1, 2018

Instagram Takes Big Steps in Accessibility, LinkedIn Introduces "Stories," & How You Can Be More Likable On Camera...This is THE LATEST!

Happy Saturday, friends!

So, I recently caved and bought the new iPhone and it was mainly for one reason -- that snazzy camera. Both professionally and personally, I don't think there's another tool that's been more essential in my day-to-day.

Just a take look around any office, restaurant, social media feed, or even the articles below and you'll understand why: 

Millions of Visually Impaired Individuals Can Now Enjoy Instagram Thanks to New Alternative Text Features πŸ“±

Most in marketing or SEO are familiar with image alt text, but it's never really been a concern in social media -- until now. This week, Instagram introduced two new features that will make its platform more accessible to those with visual impairments. This is a great step for inclusion and user experience as IMPACT's Development Supervisor, Melissa Smith, explains here. 

These 5 Tips Will Help Even People Who Hate Video Feel More Comfortable on Camera πŸŽ₯ 

Confession: I love the camera -- but hate video. I could tell you why and why you need this article, but I'll let its author (and my equally video-averse teammate, Liz Murphy) do that for me: 

How to Be More Comfordiv on Video

LinkedIn Could Be Reaching Out to Younger Audiences As It Adds "Stories" πŸ“š

I've a got a story for you, but looking at this news, everyone does! This week, LinkedIn announced its joining the likes of Snapchat, Instagram, Facebook (and soon even YouTube) by adding "Stories" to its platform. This latest update begs the question, is LinkedIn evolving for a younger workforce? Director of Client Service Katie Pritchard shares her two cents in this article.

 ... When You're All Ears (& Eyes) πŸ‘€

Save the Date πŸ“…

  • Get ready to HUG it out if you’re in Hartford, New Haven, or Annapolis. The Hartford (CT) HUG and the Annapolis (MD) HUG are gathering this Tuesday, December 4, while friends in the New Haven, CT area get a HUG a week later. No need to be a HubSpot user! There will be great discussion, food, drinks, and plenty of time to network. Don't miss it! 
  • Are you a Super Early Bird (or just like to save money)? It’s a crazy time of year and IMPACT Live (August 6–7) seems so far away, but from now until December 21, you can grab All-Access Tickets for $350 and VIP for $500 (that’s about half the sticker price). It’s so much easier to justify an event when tickets are nearly half off, right?
  • Learn How to Newsjack Your Way to Media Attention This December! In this upcoming webinar, one of the leaders of the newsjacking movement, David Meerman Scott will teach you how to boost traffic and grab more eyes using strategic real-time marketing and news. Register here for December 10!

Weekend Nonsense πŸŽ‰

Alright, this is actually the total opposite of nonsense, but your girl HAD to share! Payless Shoesource recently ran a brilliant social experiment in which they sold their shoes in a fake luxury store they dubbed "Paleesi" and, believe it or not, more than a few people ended up spending hundreds on the budget-friendly brand. Take a look:

Screen Shot 2018-11-30 at 7.18.22 PM

Pretty cool, huh? What's your take on the experiment? How about LinkedIn Stories? Hit reply and let me know. :) 

And as always, if you got this from a friend and haven't subscribed yet, join the fun here. 

See you next week!