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The Latest Digital Marketing News by IMPACT
May 30, 2020

Our 4 favorite personal productivity tools, common Salesforce to HubSpot CRM migration problems, and our new video for sales strategy course ...this is THE LATEST!

πŸ”₯ Hot off the presses
πŸ’° Virtual Selling Summit. June 23. Be there. As a sales professional in today's virtual world you must adapt quickly to keep driving revenue. At this full-day virtual event, you'll equip yourself with the tools, strategies, and expert insights you need to get ahead of the competition and thrive in our new virtual sales-driven reality. Learn more and register now.

"Liz, you charming, word-slinging little so-and-so, how was your Friday?"

Aw, how sweet. I'm so glad you asked. My Friday was, indeed, quite outstanding. Want to know why?

Image from iOS (3)-1

I spent it here, in front of the camera...

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...under a giant boom mic.

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...filming a new course for IMPACT+, just for y'all.

IMG_7117

...at the direction of this dapper gent, IMPACT Creative Director Alex Winter.

Sorry, kiddos. I can't tell you exactly what my course is about yet β€” my lips must, for now, remain zipped. All I can say is that it's a topic near and dear to my heart. (No, not The Nicolas Cage Ruleβ„’.) Oh, and it also will feature a custom content creation tool I've spent more than a year building, testing, and refining!

If you can't wait, though, I've got some good news.

We have a new video for sales strategy course to tide you over. And that's on top of the scores of other free and premium IMPACT+ courses already available on content strategy, on-page SEO, creating sales and marketing videos, HubSpot reporting, and much more.

And now, here's THE LATEST...

πŸ‘‰ "What are some of the best personal productivity and organization tools out there?" (8-minute read)

How has your focus and productivity been lately? Well, if you're anything like me or IMPACT Director of Digital Product Morgan VanDerLeest, you're struggling... at least a little bit. At the start of the pandemic and through most of April, I found myself supercharged by adrenaline. But as emotions have stabilized (as much as they can), how do we get back on track and ahead? Well, Morgan returns this week with his audience-favorite IMPACT Toolbox series, featuring four totally killer personal productivity and organization tools to help you overcome shortfalls in your workflow.

πŸ’¬ You asked, we answered

πŸ’° "Everyone says you can't break sales records in 2020, thanks to COVID-19? Is that true?" (Nope, they're wrong)

Screen Shot 2020-05-26 at 8.17.23 PM

Watch this special message from Marcus Sheridan☝️

The last few months have been tough on businesses. As the economy came to screeching halt, you may have missed your March targets. Then April's. (Say, how's May looking?) Now, you're likely worried about what the rest of 2020 holds. It doesn't have to be this way. You can still have a record-breaking 2020.

Learn how at the Virtual Selling Summit on June 23. Ticket prices go up on June 1, so act now.

πŸ‘‰ "We're thinking about migrating from Salesforce to the HubSpot CRM β€” what are the most common problems we might encounter, and how do we avoid them?" (6-minute read)

No matter what platform, switching your CRM can be a tough task for your team. This pretty much goes without saying. You have to take into account your current process and database, and how that can be switched to a new CRM and improved on to make sure you are getting your money’s worth. All on top of educating your team on how to do so. In this article from IMPACT HubSpot Trainer Joe Bachir, learn the most common problems teams encounter when switching from Salesforce to HubSpot for sales, as well as his top tips for overcoming them.

πŸ’¬ You asked, we answered

πŸ‘‰ "We need to embrace virtual selling, so how do we build the right video for sales strategy?" (2-minute read)

It wasn't until coronavirus (COVID-19) smacked us all in the face that the vast majority of sales teams were forced to take their once face-to-face sales processes virtual. Now, as part of your IMPACT+ membership, you have access to a brand spankin' new online course that addresses this challenge. In this exciting announcement, learn all about Myriah Anderson's new IMPACT+ course, in which you'll unlock how to build your own video for sales strategy, so you can immediately start closing more deals faster.

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's caught my eye:

πŸ“† Marketing events you need to know

❀️ Weeklong nonsense

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

Screen Shot 2020-05-30 at 5.09.14 PM

Modern love essays by nursery rhyme characters. So simple. So perfect.

Have a great weekend!

May 28, 2020

What you should (and shouldn't) outsource with your marketing, how to embrace fear to achieve your biggest goals, and what the heck is intent data ...this is THE LATEST!

πŸ”₯ Hot off the presses
πŸ‘‹ Face-to-face sales conversations are a thing of the past β€” at least for the foreseeable future. Empower your sales team to start crushing their revenue goals right now in this new virtual world with IMPACT's video for sales training service. Your sales reps (and your bottom line) will thank you.

About a month ago, I went to IMPACT Content Trainer Brian Casey with a challenge. I wanted him to pick a time when he failed at something and write about it.

The result is this article, a poignant and resounding call-to-action that we can't let fear hold us back from seeing what is possible β€” in our personal lives, as professionals, in our digital sales and marketing strategies, and in our businesses. 

The moment Brian (virtually) slid his final draft to me reminded me why I do what I do β€” I love seeing someone flourish in their own true voice, with their ideas and their stories, in a way that is meaningful, purposeful, and (quite frankly) a little on the "bold" side of what you might otherwise see an agency publish. 

fear-and-business

Read the full article.

More importantly, however, I realized I also needed a reminder that β€” as a human being β€” my biggest successes in life have come out of making a decision that made me feel absolutely petrified to my core

  • Moving out on my own from northern Virginia to Boston, with no job or prospects (or a college degree), at only 19 years old. 
  • Making very risky career choices based on instinct. Looking back, I wouldn't change a thing.
  • Putting myself out there for a beer writing gig, even though I had no experience... and getting it. (I had a great six-year run.)
  • Saying over cocktails to my boss in 2016, "I won't go to INBOUND next year unless I'm speaking." And then I somehow made it happen.
  • Taking a job offer from Bob Ruffolo with no job title because, even though the future was uncertain, I just knew in my gut it was the right thing to do and IMPACT was where I was supposed to be. (I was right.)
  • And, most recently, making the excruciating decision to ask for a divorce, which ultimately brought me back to New England this year. 

And on, and on, and on. 

As Brian so aptly pointed out in his article:

"As a now 32-year-old professional who finally feels like they’re in the right place in the right seat, I wish I could tell my 22-year-old self to enjoy the painful moments that lead to growth.

I’d tell myself to love the moments that bring you fear. And that there is no such thing as 'good enough.'"

I wish I could say the same thing to my 19-year-old self.

Fear is the #1 killer of innovation, the ability to create something truly remarkable from nothing but a thought in your brain, and our collective capacity to achieve our goals. 

Don't let fear own you. And, as Marcus Sheridan loves to say, never let it stand in the way of making good business decisions.

Here's THE LATEST...

πŸ‘‰ "Wait, what should (and shouldn't) we be outsourcing with our digital marketing?" (7-minute read)

When a company typically hires an inbound marketing agency, they’re hiring a partner to do it all for them β€” develop campaign strategies, write copy (for website pages, blog posts, email campaigns, and more), create website and landing pages, capture video, and the list goes on. Sure, outsourcing it all is β€œeasier” for the company, and frankly, sometimes it’s totally acceptable β€” but it's not always the right answer. In this article from IMPACT Director of Client Services Kate Fodera, learn exactly what you should and shouldn't outsource to an agency partner and why

πŸ’¬ You asked, we answered

πŸ’° "Everyone says you can't break sales records in 2020, thanks to COVID-19? Is that true?" (Nope, they're wrong)

Screen Shot 2020-05-26 at 8.17.23 PM

Watch this special message from Marcus Sheridan☝️

The last few months have been tough on businesses. As the economy came to screeching halt, you may have missed your March targets. Then April's. (Say, how's May looking?) Now, you're likely worried about what the rest of 2020 holds. It doesn't have to be this way. You can still have a record-breaking 2020.

Learn how at the Virtual Selling Summit on June 23. Ticket prices go up on June 1, so act now.

πŸ‘‰ "Why do we need to embrace moments of fear in order to achieve our sales and marketing goals?" (5-minute read)

You want different results but don’t know how to get there. Maybe you’ve worked with a marketing agency and not seen the sales growth you expected. Maybe you actually "built the better mousetrap," but your ideal buyers still aren't seeing the value of what you're selling. You are not alone. Please take five minutes out of your day to read this article from IMPACT Content Marketing Trainer Brian Casey about how to confront what's not working in your business, and embrace the fear that comes with it, so you can achieve your true potential.

πŸ’¬ You asked, we answered

πŸ‘‰ "What the heck is intent data, and why do we need to know about it for our digital marketing?" (7-minute read)

Also called predictive data, intent data is a collection of information that covers an individual’s online behavior. Marketers use this data to predict the likelihood of a specific person or organization’s intent to purchase a product. But what does all that jargon mean? And is "intent data" just another flash-in-the-pain digital trend you can ignore? In this examples-packed article from IMPACT Content Marketing Trainer Jen Barrell, you'll discover exactly what intent data is, what it looks like in practice, and why it's so valuable for your strategies.

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's caught my eye:

πŸ“† Marketing events you need to know

πŸ‘€ Weeklong nonsense

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

Screen Shot 2020-05-28 at 11.03.58 AMLinkedIn published this list of relatable memes for marketers. This is me.

Toodles, nerds!

May 26, 2020

How has COVID-19 impacted SEO and search rankings, why a HubSpot-hosted website is more secure than a WordPress website, and how to be an emotionally intelligent leader or manager ...this is THE LATEST!

πŸ”₯ Hot off the presses

πŸ’° Virtual Selling Summit. June 23. Be there. As a sales professional in today's virtual world you must adapt quickly to keep driving revenue. At this full-day virtual event, you'll equip yourself with the tools, strategies, and expert insights you need to get ahead of the competition and thrive in our new virtual sales-driven reality.Learn more and register now.

OK, while I do like to consider emotional intelligence a strength of mine, I'm far from perfect.

For example, I'm not good with answering questions... succinctly. Or, as I told a friend earlier:

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I'm sure SEO whiz (and dad joke sommelier) Franco Valentino can also attest to this little "idiosyncrasy" of mine. Oh, and definitely IMPACT VP of Marketing Vin Gaeta. Yes, especially Vin. (Sorry, Vin.) 

You'd think working at a company that specializes in the They Ask, You Answer approach to digital sales and marketing, I'd be a bit more honed in on the "answering" part of that equation.

Sadly, no. 

So, if you're ever tempted to ask me a simple question like, "Do you like Dave Matthews Band?" or "Do you want tacos for dinner?" proceed with caution.

You're going to get a War and Peace-length response, complete with all of the emotional subtext, nuanced allegorical references, and dense character-building backstory you never asked for. 

What can I say? I'm a born storyteller.

And now, here's THE LATEST... 

πŸ‘‰ "We need to hear from a real SEO expert β€” how has COVID-19 impacted SEO and search rankings?" (5-minute read)

Considering that search ranking sometimes seems to be affected by the flutter of a butterfly's wings on the other side of the world, what effect will the greatest humanitarian crisis in decades have? As the world comes to grips with the new realities of the COVID-19 (coronavirus) crisis, many businesses are seeing big changes to their traffic, search rankings, online reviews, and other metrics. Thankfully, IMPACT Editorial Content Manager John Becker is here with this exclusive interview with Franco Valentino of Narrative SEO, to answer these questions and much more about the state of SEO in the wake of COVID-19.

πŸ’¬ You asked, we answered

πŸ’° "Everyone says you can't break sales records in 2020, thanks to COVID-19? Is that true?" (Nope, they're wrong)

Screen Shot 2020-05-26 at 8.17.23 PM

Watch this special message from Marcus Sheridan☝️

The last few months have been tough on businesses. As the economy came to screeching halt, you may have missed your March targets. Then April's. (Say, how's May looking?) Now, you're likely worried about what the rest of 2020 holds. It doesn't have to be this way. You can still have a record-breaking 2020.

Learn how at the Virtual Selling Summit on June 23. Ticket prices go up on June 1, so act now.

πŸ‘‰ "WordPress is much more mainstream, so how is HubSpot a better and more secure option for hosting our business website?" (4-minute read)

The way in which a website’s security, or lack thereof, can be exploited is dependent on the method or goal of the attacker and the ways in which the website can be compromised. That said, HubSpot-hosted sites are less vulnerable to cyber attack than most. As for WordPress? Well, WordPress sites, which make up about 35% of all sites on the internet, are typically more vulnerable. In this can't-miss analysis, Tim Ostheimer (IMPACT's top developer) weighs in with the cold hard facts about why a HubSpot-hosted website is more secure than a WordPress website.

πŸ’¬ You asked, we answered

πŸ‘‰ "How can I cultivate emotional intelligence within myself as a leader or manager?" (10-minute read)

The effective manager must be attuned to the pulse of workplace. They must keep their employees feeling supported as they tackle the myriad challenges facing them each day. Emotional intelligence (sometimes abbreviated as EI or EQ) is a term found often in leadership blogs and books. At its core is empathy. But like any term, it requires vision to take it from the pages of the most recent business bestseller to the day-to-day life of an office. In this interview, John Becker is back peppering myself and IMPACT Director of Inbound and Content Services Justine Timoteo with questions about what it means to us to be emotionally intelligent as leaders, and an honest discussion about how we put it into practice.

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's caught my eye:

πŸ“† Marketing events you need to know

πŸ”Ί Weeklong nonsense

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

soothing-pie-chart

This is the most soothing pie chart EVER MADE. EVER.

Later, squares!

May 23, 2020

5 must-read leadership books, how Microsoft and LinkedIn are going to change the paid media game, and the most relatable COVID-19 work-from-home memes ...this is THE LATEST!

πŸ”₯ Hot off the presses

πŸ’° Virtual Selling Summit. June 23. Be there. As a sales professional in today's virtual world you must adapt quickly to keep driving revenue. At this full-day virtual event, you'll equip yourself with the tools, strategies, and expert insights you need to get ahead of the competition and thrive in our new virtual sales-driven reality.Learn more and register now.

I'll keep this brief, because I am still reeling

When I saw this work-from-home meme earlier today... 

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...I felt surveilled, attacked, and put on trial. 

You see, if I'm being honest, most work-from-home days I wear an outfit that makes it utterly impossible to tell whether:

  • I am about to work out.
  • I just finished working out.
  • I just got out of bed.
  • I am about to go to bed.

I'm going to hazard a wild guess that when someone said a woman should cultivate an intriguing "aura of mystery," this is not what they meant. Yet here we are, with my misguided version of the "feminine mystique." Oops.

(Get in line, fellas!)

Sigh. Anyway, here's THE LATEST... 

πŸ‘‰ "I've got some spare time right now, and I want to develop professionally β€” what are the best leadership books I should be reading?" (9-minute read)

As IMPACT VP of Client Success Tom DiScipio often does, he turned to books as a means to prepare for and grow into his current role. Over the past 12 months, Tom devoured five specific books that aligned closely with several key areas in which he wanted to develop. Areas, quite frankly, I think we could all stand to level-up in. In this article from Tom, discover the five most important leadership books you can read right now, so you can become a better professional and a better leader.

πŸ’¬ You asked, we answered

πŸ‘‰ "Working from home right now is rough, and I need a laugh and to have someone actually relate to what I'm going through β€” can you help me out?" (3-minute read)

Working from home has always had its ups and downs. However, as COVID-19 threats increased for people leaving their homes, so did the number of people working remotely. In fact, β€œ88% of organizations have encouraged or required their employees to work from home [since the outbreak].” As a result, many more people have gotten a firsthand look at the emotional rollercoaster of working from home. In this utterly relatable roundup from IMPACT VP of Talent Natalie Davis, catch a glimpse of the most common challenges folks are facing right now working from home... as told through memes

πŸ’¬ You asked, we answered

πŸ‘‰ "As a B2B marketer, why do I need to be paying attention to Microsoft and LinkedIn right now, when it comes to paid advertising?" (5-minute read)

Search engines give you high-intent users or users with β€œreadiness to buy,” LinkedIn gives you bigger fish with deeper pockets. Where’s the balance? What’s a digital advertiser to do? Well, Microsoft has figured it out. And we're here to tell you that the digital advertising game is about to totally change. So, for all of you wondering, β€œIs LinkedIn worth the cost?” well it’s about to become worth it. Way worth it. In this article from IMPACT Paid Media Specialist Dan Baum, learn how Microsoft and LinkedIn are changing the paid advertising game in the best way possible... especially for B2B marketers.

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's caught my eye:

πŸ“† Marketing events you need to know

🎬 Weeklong nonsense

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

Screen Shot 2020-05-23 at 9.20.44 PM

We LOVE our pals at Office Interiors... and this blooper reel is absolutely hysterical. And yes, this is a not-so-subtle reminder that you need to be creating video. Lots of video. Now more than ever. Thanks.

Have a great weekend!

May 19, 2020

How to create a video marketing strategy, Facebook to buy GIPHY, and how to run a virtual sales demo your prospects will absolutely love ...this is THE LATEST!

πŸ”₯ Hot off the presses

πŸŽ‰ Social distancing doesn't have to stop your event. Now is the time to go virtual. Let our experts help guide you through shifting your in-person event strategy to host industry-leading virtual events that drive sales, engage customers, and build your community. Learn more about our virtual event strategy service.

There is a distinct difference between expressing a socially acceptable personal preference and articulating an opinion that speaks to such a deep moral failing, one can hardly believe an individual would ever be brave enough to utter it.

For example, having a favorite color. β€” mine is a very specific shade of red orange, because I'm difficult β€” is a socially acceptable personal preference.

On the other hand, well... take a look:

Image from iOS-7

This exchange occurred last night with resident food deviant and IMPACT Director of Community and Events Stephanie Baiocchi after she posted a picture of what I can only describe as an abomination of a pizza creation. (Trust me, you don't want to see it.)

A monstrosity she goes on to describe in detail... and with impunity. 

No cheese. Peppers. JalapeΓ±os. Banana peppers. Sausage. Pepperoni. Meatballs. Onions. 

And, worst of all, pineapple

Unlike having a favorite color, putting pineapple on pizza isn't simply a personal preference. Rather, it's often an indicator of a flawed character, a streak of inhumanity etched so deep within one's soul that it can never be erased. 

More simply, ew. It's gross, and if you like pineapple on pizza, you're just wrong

Need another example?

Fine. Saying you don't consider video a critical part of your 2020 strategy is the digital sales and marketing equivalent of liking pineapple on your pizza. At least in my eyes. 

Anyway, here's THE LATEST... 

πŸ‘‰ "How do we create a scalable, revenue-generating, rockstar video marketing strategy for our company?" (2-minute read + video)

Will Schultz is one of the lead video trainers here at IMPACT. Now he's back with a brand new course in IMPACT+ that will teach you everything you need to know about building a scalable and sustainable video sales and marketing strategy! He'll also teach you how to setup the infrastructure you need within your company to make video sales and marketing magic happen. If you're ready to embrace video to build trust, drive traffic, and close more deals faster, you need to check out Will's new course on how to build a video sales and marketing strategy pronto

πŸ’¬ You asked, we answered

πŸ‘‰ "Holy cannoli, Facebook is buying GIPHY? What does that mean for us GIF-loving digital marketers?" (2-minute read)

The meme world was set ablaze on Friday with news that social media giant Facebook is set to buy the internet’s largest maker and library of GIFs for a reported $400 million. Axios first broke news on the story, and Facebook confirmed the deal later in the day with a post entitled β€œFacebook Welcomes GIPHY as Part of the Instagram Team.” While many details have yet to be announced, this deal promises to have far-reaching ramifications for social media users and digital marketers everywhere β€” and IMPACT Editorial Content Manager and News Editor John Becker is here with everything we know so far.

πŸ’¬ You asked, we answered

πŸ‘‰ "We can't do sales calls and demos in person anymore, so how do we run a virtual sales demo that our potential buyers will actually love?" (4-minute read)

Before the coronavirus (COVID-19) pandemic, nearly every industry resisted moving to virtual sales β€” that is, having meetings between sales reps and prospects over video calls β€” preferring face-to-face meetings and deals sealed with a handshake. But now, every industry has to adapt to a new normal. In the COVID-19 world, we can still build relationships with our customers, establish trust, and close deals. We just have to do so over video calls. In this deep-dive, super-tactical article from the one and only Marcus Sheridan, learn exactly how to run virtual sales calls for your company, no matter your industry.

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's caught my eye:

πŸ“† Marketing events you need to know

πŸ˜’ Weeklong nonsense

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

Image from iOS (1)-1

Honestly, it's not that funny. Yet I can't stop laughing. I hate myself.

Talk to y'all later!

May 14, 2020

Google's massive May core update (what you need to know), most marketers say they won't attend an in-person 2020 conference, and how to grow your YouTube following with a multi-channel network ...this is THE LATEST!

πŸ”₯ Hot off the presses

πŸŽ‰ Social distancing doesn't have to stop your event. Now is the time to go virtual. Let our experts help guide you through shifting your in-person event strategy to host industry-leading virtual events that drive sales, engage customers, and build your community. Learn more about our virtual event strategy service.

Every two weeks, I have a one-on-one with my boss β€” and one of my favorite humans β€” IMPACT VP of Marketing Vin Gaeta. We talk about what I'm working on, what my top tasks are, any challenges or impediments I foresee for myself or my team, and so on.

We had one of those meetings yesterday, and I told him:

"I don't know what's wrong with me. On the one hand, I feel more plugged in, energized, and focused. I feel more positive. On the other hand, there's some part of me that's only surviving. I'm somehow optimistic, but also only barely keeping my head above water and sticking to my routines.

I don't understand. How am I happy and forward-thinking, but empty and static at the same time? I feel like I'm living two lives in one body."

Then tonight, at the recommendation of a friend, I watched the recording of a live stream from about a week ago of a virtual table reading of American playwright and screenwriter Neil LaBute's The Shape of Things, benefitting The Actors Fund:

IMG_6828

Note that this play features adult language.

Thirty seconds after the play concluded, I realized that this is what I had been missing. And by "this," I mean the purity of experiencing something so fresh and new and emotionally inspiring. Its absence was what had caused part of me to wilt and, ultimately, disconnect from the part of me that was still optimistic.

You see, I've spent more than two months cloaking myself in comfort β€” as many of you likely have. Comfortable routines. Comfortable songs. Comfortable movies and shows I had seen a thousand times before. Comfortable reminders of the world before now.

As if clinging to "the known" was the only thing that would get me through this.

Instead, I realized tonight that when you cling to what is comfortable for too long, it will, inevitably, go stale.

Even as many of us look toward promises of being able to see friends, family, and coworkers again in person, I urge you all to find new ways to be inspired, surprised, and moved. You don't need to wait. 

You'll be amazed how such a seemingly insignificant spark can bring you back to life just when you need it most.

And now, here's THE LATEST... 

πŸ‘‰ "I know Google made a massive core update this month, but what do I need to know about it and how we will be impacted by it?" (3-minute read)

When Google launches "core" updates, we can usually see an obvious trend within the first few days. Certain niches or SEO strategies will be impacted, while the majority of websites will remain steady with little-to-no immediate impact. This update seems a little different. This isn't another "medic" update or even a quasi-medic fix like last September; this update appears to be reasonably wide-reaching. In this article from IMPACT Digital Beat Reporter Dylan Lepak, learn everything you need to know about Google's massive May core update, what it means for your rankings, and why this wasn't the usual update.

πŸ’¬ You asked, we answered

πŸ‘‰ "Wait, 66% of marketers say they won't attend live conferences this year? Is that true of non-marketers? What do we need to know from this new data?" (3-minute read)

New survey data published this week by MarTech Today paints a pretty bleak picture about what conference attendance will look like for the remainder of 2020, without a coronavirus vaccine available. For instance, only four in 10 marketers say they'll attend a live event in 2020. I think we can all agree that it's highly unlikely that marketers are the only ones feeling this way. In this article from yours truly, get the inside scoop on exactly what every digital marketer, business leader, and event planner needs to know about this new conference attendance survey data, how it should impact your event strategy, and how to proceed if you want to take your live event virtual.

πŸ’¬ You asked, we answered

πŸ‘‰ "How can we grow our YouTube following with a multi-channel network strategy?" (5-minute read)

From businesses doing video marketing on YouTube to full-time creators, having a multi-channel network to support your efforts could help you expand your reach, tailor your content, and monetize your platform. It works with YouTubers all over the world, providing tools to help them grow and optimize their content. In this exclusive interview with mediacube VP of Talent Acquisition Victoria Komiakova, learn why multi-channel networks are so advantageous for YouTube publishers, and how to leverage the strategy for your brand.

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's caught my eye:

πŸ“† Marketing events you need to know

😜 Weeklong nonsense

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

image (9)

A rose by any other name would be just as lit, fam. πŸŒΉ

Talk to y'all later!

May 9, 2020

The complex story of how businesses are finding new life online, stats that prove the power of personalized video, and the 3 hallmarks of disruptors by HubSpot's Brian Halligan (an IMPACT exclusive) ...this is THE LATEST!

πŸ”₯ Hot off the presses
πŸ‘‹ Face-to-face sales conversations are a thing of the past β€” at least for the foreseeable future. Empower your sales team to start crushing their revenue goals right now in this new virtual world with IMPACT's video for sales training service. Your sales reps (and your bottom line) will thank you.

Last night, I enjoyed a delightful end-of-week virtual happy hour with IMPACT Director of Community and Events Stephanie Baiocchi and IMPACT Content Marketing Trainer Jen Barrell.

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Just look at us, taking in the scenic Chicago skyline on what is considered "sunny" in the windy city. You know, back when we were allowed to hug people. Sob.

Anyway, during our little chat, I shared a piece of relationship advice that seemed relevant right now, in what some are calling #quarantineszn. Upon hearing it, both Stephanie and Jen said, "This absolutely must be your introduction for THE LATEST tomorrow." 

So, today, I am going to teach you about The Nicolas Cage Ruleβ„’.

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🌬️🌬️🌬️

The Nicolas Cage Ruleβ„’ solves a common relationship problem β€” when a couple sits down to watch a movie, and one person takes their sweet mother-flippin' time picking out a selection. Meanwhile, their loving partner waits next to them... slowly going insane, elaborate revenge fantasies dancing through their imagination like sugar plum fairies, as the minutes mockingly tick by.

So, here's how The Nicolas Cage Ruleβ„’ works! 

When the waiting partner just can't take it anymore, they must stand up and declare with one hand in the air (and with gusto!):

"I hereby invoke The Nicolas Cage Ruleβ„’!"

The movie-selecting partner then has a timed five-minute period in which they must immediately abandon their original movie search and select a movie starring the one and only Nicolas Cage.

The Nicolas Cage Ruleβ„’ Rules:

  1. Each person in the relationship must agree that The Nicolas Cage Ruleβ„’ is sacred and will always be obeyed when invoked, with no questions asked. Saying no to someone invoking the rule can (and should) be considered a relationship deal-breaker.
  2. An individual is only allowed to invoke the rule once every 14 days, so as to avoid abuse of the rule and, by extension, the majestic and wondrous Nicolas Cage himself.
  3. The rule-invoking party may only invoke the rule when they have truly hit their limit. The Nicolas Cage Ruleβ„’ is not meant to be used to rob someone of their agency or ability to choose a movie, just because your movie preferences and their movie preferences (on the whole) wouldn't get along if they met at a party.
  4. Finally, you can't passively invoke the rule. You must stand up. You must raise your fist in the air. You must invoke the rule loudly and with authority, like you're Thor. 

I know it sounds insane, but trust me. And trust this process. I invented this rule and can vouch for its efficacy over many years. Now, if you'll excuse me, I'm going to go watch National Treasure. 😘

Here's THE LATEST...

πŸ‘‰ "How does Shopify's unexpected boom teach businesses of all kinds how to adapt right now to meet their buyers where they are, virtually?" (3-minute read)

Even with record-breaking unemployment numbers and depressing daily reports of businesses announcing they will not reopen following the coronavirus (COVID-19) pandemic, e-commerce platform giant Shopify recently announced sales had exploded, with a 47% increase from the same quarter one year ago. But there's more to this story than Shopify's meteoric rise. In this article from little old me, learn how Shopify's sudden success paints a complex picture of what it means to succeed as a business during COVID-19 and what lessons companies in all industries can learn from it.

πŸ’¬ You asked, we answered

πŸ‘‰ "Can you prove once and for all that it's worth our time to start using personalized video in our digital sales and marketing strategy?" (2-minute read)

At IMPACT, we are obsessed with personalized video. In our sales processes, in our marketing strategies, and so on. Why? It not only brings us closer to our community, ideal buyers, and clients, it also gets results, plain and simple. Still, we know that, for some, video and personalized video in particular is a question mark. Does it really work? Is it worth your time? Well, resident IMPACT video producer (and wizard) Megan Lang is here with a data-packed infographic that will prove to you once and for all that personalized video has the potential to drastically reshape your business β€” especially right now.

πŸ’¬ You asked, we answered

πŸ‘‰ "What are the characteristics of businesses that are considered true disruptors, and what can we learn from them?" (2-minute read + exclusive video)

In recent years, we’ve seen landmark brands challenged and even displaced by brands that don’t necessarily have a better product, but rather offer a better customer experience. Tesla’s giving BMW a run for its money, and Netflix has dethroned Blockbuster, Xfinity, and a number of other cable services. In this riveting, IMPACT-exclusive keynote talk from HubSpot CEO and founder Brian Halligan, discover what makes a business an experience disruptor, and how you can transform your own business by understanding the key hallmarks of a disruptor.

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's caught my eye:

πŸ“† Marketing events you need to know

🚨 Weeklong nonsense

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

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"I just read about this new antiviral medication that’s showing a lot of promise in treating the virus. This could change everything… wait, no, sorry. It kills you immediately." Read the rest.

Have a great rest of your weekend! 

May 7, 2020

Why your Google Ads clicks and impressions are flatlining, how to promote a virtual event (8-step playbook), and 3 ways to grow your business during coronavirus ...this Is THE LATEST!

πŸ”₯ Hot off the presses
πŸ‘‹ Face-to-face sales conversations are a thing of the past β€” at least for the foreseeable future. Empower your sales team to start crushing their revenue goals right now in this new virtual world with IMPACT's video for sales training service. Your sales reps (and your bottom line) will thank you.

Look, I'm sure I'm not unique in the fact that I'm not a fan of failure. Intellectually, yes, I understand concepts like "failing fast" are an essential part of achieving success β€” "I didn't fail, I found a thousand ways not to make a light bulb," and blah blah blah. 

Still, as a goal-oriented person, I don't like that initial sting of when I realize something has gone horribly wrong β€” whether it's a paid media campaign gone awry or the realization that I've somehow managed to murder yet another unsuspecting houseplant.

True story, my friends like to joke that I'm a hospice facility for plants, helping them make their transition to the next chapter...

houseplant-murder

Live footage of what my plants see when I go to water them. β˜ οΈ

Anyway, I bring this up because one of the ways I'm struggling right now is feeling like a failure at home during quarantine.

When are we going to get another opportunity to have so much time on our hands, right? Yet there are still so many projects in my life that I haven't moved on. I should probably do more cleaning. There are still plenty of books on my nightstand that I haven't read. Etc., etc., etc.

So, to help flip my mindset, I want to focus on what I feel are my accomplishments throughout these past (almost) eight weeks of quarantine:

  • I have not caved and watched Tiger King
  • I have not made a single loaf of banana bread. I will not cave on this either, as I'm certain this sudden quarantine trend is a diabolical conspiracy perpetrated by the nefarious banana lobby.
  • In fact, I haven't made any bread at all, and I think that's commendable.
  • I have, however, learned how to make tiramisu.
  • I also completely unpacked my apartment after my move, which (historically) is a task that usually takes anywhere between one month and two years.
  • I've hiked more than 65 miles worth of trails in parks and hiking areas around the state of Connecticut. 
  • Finally, I helped edit another book! The first one was the second edition of They Ask, You Answer. The second is... well, more on that soon! 

If you're struggling similarly with feelings of, "I'm not doing enough!" or "No matter how many items I check off my list, I always feel behind!" here is my challenge for you today:

Make a list of your accomplishments from the past eight weeks. Like me, you can also consider not doing something a success, as those speak to your exceptional powers of self-control and the fact that you're a superstar. β­

And now, here's THE LATEST...

πŸ‘‰ "Our Google Ads were working fine, and now our clicks or impressions have dropped off β€” why?" (11-minute read)

No one likes to see their Google Ads suddenly start tanking. Especially since those dips are usually immediately followed by questions from your boss about why you're not seeing the expected amount of traffic, leads, and/or sales from those campaigns. But what are the most common reasons you'll see unexpected drops in Google Ads clicks or impressions? And how do you know when a drop in clicks or impressions is actually a blessing in disguise? In this article from IMPACT Paid Media Specialist Dan Baum, you'll learn the eight most common reasons why your Google Ads are failing, what you can do to right the ship in each scenario, and when those dips may actually be a good thing.

πŸ’¬ You asked, we answered

πŸ‘‰ "How do we promote a virtual event? Is there a proven playbook for this kind of thing?" (9-minute read)

Not too long ago, IMPACT had the make the tough call to postpone our live Digital Sales and Marketing World event from April to November. In its place, however, we planned (in three weeks!) a virtual event for 3,000+ people called Digital Sales and Marketing Day. Through that experience (as well as the countless other virtual events and webinars we had run in the past), we have learned a lot about how it is β€” and isn't β€” different than promoting a live event. In this strategic deep-dive from IMPACT Director of Demand Generation Kristen Harold, discover the eight absolutely essential steps you need to follow to promote your own virtual event.

πŸ’¬ You asked, we answered

πŸ‘‰ "How can we still grow our small or mid-sized business in the digital space during the coronavirus pandemic?" (4-minute read)

As customers become frustrated with slowed-down shipping from Amazon, some are looking locally β€” and if local retailers can make the sales process easy, they have the ability to win back customers and build loyalty. Creative businesses can capitalize and grow during this time, poised to continue that growth as the pandemic recedes, but how are they doing it? In this example-filled overview, IMPACT Content Marketing Trainer Jolie Higazi shares the three most impactful ways you can still grow your small or mid-sized local business leveraging critical digital sales and marketing strategies.

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's caught my eye:

πŸ“† Marketing events you need to know

πŸ• Weeklong nonsense

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

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Wow, Bill Gates. You're not the boss of me.

Later, gators! πŸŠ

May 2, 2020

Paycheck Protection Program FAQs, best digital marketing resources for content managers, what you need to know about the back-end of your website ...this Is THE LATEST!

πŸ”₯ Hot off the presses
πŸ‘‹ Face-to-face sales conversations are a thing of the past β€” at least for the foreseeable future. Empower your sales team to start crushing their revenue goals right now in this new virtual world with IMPACT's video for sales training service. Your sales reps (and your bottom line) will thank you.

Before I write every single issue of THE LATEST, I always do the same thing:

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Without fail, IMPACT VP of Marketing Vin Gaeta always caps off his stream of requests with the same final demand:

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Every. 

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Time.

Well, Vin, since we're both flannel-loving kids of the 90s, I'm the ultimate team player, and you're my boss, this cowbell is for you: 

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Now, here is THE LATEST...

πŸ‘‰ "We have a lot of questions about the Paycheck Protection Program β€” how to avoid having to pay it back, information about the audit, and so on β€” can you help us?" (3-minute read)

The second round of the Paycheck Protection Program (PPP) has been launched by the Small Business Association (SBA). Just like the first round, this promises to be a difficult and confusing situation to navigate for borrowers. The Coronavirus Aid, Relief, and Economic Security (CARES) Act was created with the best intentions, but there is a lot at stake and a lot of questions that have yet to be answered by the SBA to clarify loan forgiveness. In this article from IMPACT Controller Eric Choma, get all of the information you need to know about how to get the PPP loan forgiven, what the audit process may look like, how to manage surplus funds, and more.

πŸ’¬ You asked, we answered

πŸ‘‰ "What are the best training resources for content managers or digital marketers charged with owning a company's content strategy?" (8-minute read)

If you're a first-time content manager, a seasoned content manager or strategist, or a digital marketer who has been tasked with limited (to no) resources to launch and execute a revenue-generating content strategy, this article is for you. It's not, however, is not for the faint of heart. In this utterly bookmarkable article from yours truly, get access to every single how-to, online course, template, virtual mastermind group, and article you will need to be successful as the owner of your company's content strategy.

πŸ’¬ You asked, we answered

⚠️ "With everything going on in the world, we can't afford a single misstep. We need to know how effective our digital sales and marketing strategies are right now β€” how do we do that?"

You need our interactive IMPACT+ digital sales and marketing scorecard:

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If you want to unlock this invaluable scorecard for your company, all you need to do is create a FREE IMPACT+ account. Really, that's all you need to do to gain access to every strategic recommendation and resource that will help you make the right moves with your digital sales and marketing.

πŸ‘‰ "Why is understanding the back-end of our company's website so important? What do we need to know about it?" (6-minute read)

Coding truly seems a foreign language, and in many ways, it is. For the non tech-savvy, a page of computer code can be intimidating and disorienting. However, at the same time, many non-coders might need to make changes to their website copy or structure. How much access should a business have to the inner workings of its website? In this interview with IMPACT Senior Developer Tim Ostheimer, learn how much access you should have to the back-end of your website, how much control an agency should have over your site, and why these seemingly unimportant topics are so critical.

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's caught my eye:

πŸ“† Marketing events you need to know

πŸ˜’ Weeklong nonsense

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

Screen Shot 2020-05-02 at 7.59.30 PM

Confirmed, you're a sociopath if you don't.

Have a great weekend! 😘