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The Latest Digital Marketing News by IMPACT
August 27, 2020

Benefits of online communities during the pandemic, HubSpot workflow delay updates, and how dark mode impacts UX and web design ...this is THE LATEST!

πŸ”₯ Hot off the presses

πŸ‘‹ The "touchless buying experience" sounds pretty COVID-safe, am I right? Okay, horrible joke aside, today's buyer has changed and your business must too. In this FREE IMPACT+ course, IMPACT Chief Learning Officer Chris Duprey teaches you data and trends of self-selection and the touchless buying experience, how it applies to your organization, and how to get started on using your own tools.

Listen, sometimes you can plan, and plan, and plan, and the world still replies:

"Nope! Nice try, though." 

Sigh. Hey, it's Stephanie. πŸ‘‹

When Liz told me I was writing this week's Thursday issue of THE LATEST, I had the perfect plan. The pumpkin spice latte was returning to Starbucks this week and since I'm a bonafide Leaf Raker I knew my first #PSL would be the highlight of this issue.

I would cozy up with my warm drink and write this issue, while listening to my favorite ambient fall sounds. (Sounds nice, right?)

So, when the time came, I put on my favorite fall jeans and boots, a very autumn-appropriate yellow cardigan, and my coziest plaid scarf. Then, I ventured outside...

Only to find out it was over 90 degrees outside!

And, according to the little masked frog on my app... 

masked frog

...the heat index was 96 degrees and rising.

Are you KIDDING me?!

Look, I get that it's technically still August but there were already some cooler days here in Chicago β€” plus, the weekend had highs only in the 70s coming up. Also, when you work from home during a pandemic, you kind of stop looking at the weather before you get dressed. 

Sometimes, no matter how well you plan the world will just decide it wants something different. Like when you design the perfect marketing email only to have dark mode make it look like complete crapOr, you know, a global pandemic forces your entire business online.

Things just never do go according to plan, do they?

Nevertheless, I ventured out to get my first pumpkin spice latte of the year because blazing sun and suffocating heat be damned, I was going to get my fall on.

See how happy I am? I'm happy.

psl hot day

While the #OOTD may have been on point β€” you can't see it but my shirt says "call me old fashioned" with a picture of an Old Fashioned β€” clearly, there is only horror in my eyes

But you know what they say..."even the best laid plans..."

WHATEVER. Here's THE LATEST. 

πŸ‘‰ "What are the benefits of hosting an online community in the age of social distancing?" (8-minute read)

Online communities are one of the easiest and most effective options when it comes to building genuine connections with your audience. But add in a quarantine resulting in social isolation and people will crave the ability and infrastructure to connect virtually in a fun and safe way. How are you enabling your community to connect? In this article, IMPACT Community & Events Manager Connor DeLaney shares six main benefits of hosting an online community in the age of social distancing.

πŸ’¬ You asked, we answered 

πŸ‘‰ "Can I delay HubSpot workflows by events?" (2-minute read)

To quote Liz from the beginning of this article, "I wish you could have seen how our HubSpot team lost their minds on Slack when they found out about these two updates." It's true. I was SO excited to hear you can finally delay HubSpot workflows until a specific event happens. Plus, we'll soon be able to add internal comments into workflows as well!  IMPACT Editorial Director Liz Moorehead covered exactly why HubSpot workflows now supporting delayed actions by event (with comments in beta) is such a ground-breaking update.

πŸ’¬ You asked, we answered

πŸ‘‰ "How does dark mode impact UX and web design?" (6-minute read)

Over the past couple of years, the much-hyped aesthetic known as β€œdark mode” has taken the app and UI/UX worlds by storm. And while many users love it, implementing dark mode can impact a few key areas of your business and user experience. From branding to accessibility, IMPACT UX Designer Joe Rinaldi covers all the ways dark mode can impact your business and even provides some examples

πŸ’¬ You asked, we answered

πŸŽ’ Go back to school with IMPACT+

Yes, you need an 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‘€ In case you missed it... 

A few of my hand-selected, personal favorites from the IMPACT archives... 

πŸš€ Weeklong nonsense

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

spider tweet

This made me chuckle but also got me a little more into the fall spirit. 

August 25, 2020

Why you need a content manager, could Google Chrome 'fast pages' rank higher in search results, and 5 ways to decrease the bounce rate on your blog articles ...this is THE LATEST!

πŸ”₯ Hot off the presses

πŸ‘‹  Your Google My Business listing is more important than ever right now. In this FREE IMPACT+ course, IMPACT Lead Content Trainer Kevin Phillips is here to save your bacon with his totally bada** How to Optimize Your Google My Business Listing course. (You'd be surprised how this powerful little SERP feature can make you lots of money.)

At IMPACT, we teach our clients that the highest quality content is created in-house β€” with a comma-slinging, subject matter expert-wrangling content manager at the helm β€” and doesn't send your ideal buyers running for the hills

I agree with both of those points. You need the right person overseeing your content and your content shouldn't, you know, scare people off.

However, I would also like to humbly submit the following for your approval as an additional example of High Quality Contentβ„’:

image-1

If this doesn't attract qualified leads, I don't know what will. 

Yes, I created this epic masterpiece from a picture of my Bond villain-esque cat for a video about alignment for IMPACT β€” all will be revealed in time, I promise.

And yes, I'm pretty sure that screaming and swearing you're hearing somewhere off in the distance is IMPACT VP of Marketing Vin Gaeta "passionately" questioning whether or not I should still be trusted to be the brains behind our video and written content strategies. 

So, while I'm still allowed to write this newsletter unsupervised, I will say: 

"And now, here's THE LATEST!"

πŸ‘‰ "What do we need to know about Google Chrome 'fast pages,' and will they rank higher in search?" (2-minute read)

Word on the street is that Google has something big up its search engine giant sleeve. With the roll out of the Chrome 85 beta comes a β€œfast page” label for specific pages that meet or exceed all metrics thresholds included in Google’s Core Web Vitals program. Google plans to help users identify those exceptional experiences by using fast page labels to β€” you guessed it β€” label fast links via the link context menu on Chrome for Android. Moreover, these labels may play a significant part in which pages rank higher than others. In this article from IMPACT Director of Operations Kaitlyn Petro, get the inside scoop on Google Chrome 'fast pages' and how much this new label will influence search rankings on results pages.

πŸ’¬ You asked, we answered 

πŸ‘‰ "Why do we need a content manager? Can't the other marketers at our company perform those duties?" (9-minute read)

OK, I'm going to forgo my usual antics, quips, banter, and inappropriate stories about my love for Han Solo, because today's topic is (a) too important, and (b) too near and dear to my heart to mess around. So, let's get down to business, shall we? If you're practicing inbound marketing, content marketing, or They Ask, You Answer to drive traffic, leads, and sales for your company, there is no other option. You need a content manager at your company. Full stop. In this totally honest article by yours truly, learn precisely why you need a content manager, what it looks like when you don't have one, and what you need to do to find the right one for your company.

πŸ’¬ You asked, we answered

πŸ‘‰ "How do we make our blog posts stickier (not in the gross way) and decrease our content-level bounce rate?" (8-minute read)

Are you having trouble retaining the attention of visitors to your blog articles? Want to know how to decrease your blog bounce rates so that more people check out all of the other awesome pieces of content across your website? We're with you. It can be super frustrating to create a kick-ass blog article, watch it rise to the top of the keyword rankings, start to rake in traffic, but then see all of that traffic turn around and leave. Well, in this article from IMPACT Lead Content Marketing Trainer Kevin Phillips, learn his five favorite hacks and tricks for decreasing the bounce rate on your blog articles

πŸ’¬ You asked, we answered

πŸŽ’ Go back to school with IMPACT+

Yes, you need an 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‘€ In case you missed it... 

A few of my hand-selected, personal favorites from the IMPACT archives... 

πŸš€ Weeklong nonsense

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

Screen Shot 2020-08-25 at 8.23.38 PM

No joke, I want to see this movie.

Have a great night! 

August 22, 2020

The 5 most profitable business blog topics, should an inbound marketing agency work with your sales team, and Google My Business update helps you keep your hours current ...this is THE LATEST!

πŸ”₯ Hot off the presses

πŸ‘‹ Your Google My Business listing is more important than ever right now. In this FREE IMPACT+ course, IMPACT Lead Content Trainer Kevin Phillips is here to save your bacon with his totally bada** How to Optimize Your Google My Business Listing course. (You'd be surprised how this powerful little SERP feature can make you lots of money.)

You know what I would have loved to do this morning?

Wake up naturally without an alarm, immediately change out of my old pajamas into loungewear (see: different pajamas), make coffee, wrap myself up tight in my comforter like a happy little blanket burrito, nestle into my cozy couch, and watch The Godfather Trilogy. All. Freaking. Day.

godfather-fredo

Unrelated, this is how I felt on Friday morning when Kristen mistook the W on my favorite Washington Nationals hoodie for... the Walgreens logo. πŸ€¨

Instead, I set an alarm, got up on time, brushed my teeth, put my hair up, put on my gym clothes and sneakers... and went to the gym. Ick.

Yes, working out on a Saturday morning is a far cry from the bliss of establishing myself as the Mayor of Blanket Burrito Town β€” sob, it would have been so wonderful β€” but I did it because it's what I need to do to achieve my health goals.

It's kind of like your content strategy. It would probably feel much more enjoyable at first to write about yourself and how great you are, or to stick to safer educational topics. But if you want to reach your goals, you absolutely must embrace the right blog topics fully and commit to addressing them in the long run.

There is no short cut.

Moreover, your company's blog isn't a Thanksgiving dinner table. That means you have to talk about stuff like money and all the other things you would otherwise avoid. You need to trust me, though. If you take the risk, get a little uncomfortable, and put yourself out there in your content, you'll see the traffic, leads, and sales you're looking for.

And now, here's THE LATEST...

πŸ‘‰ "What topics do we need to cover on our business blog to guarantee we grow our website traffic, convert qualified leads, and close more deals with content?" (9-minute read + new examples)

The principle of They Ask, You Answer is founded on the notion that if you are laser-focused in answering the questions of your consumers as honestly and thoroughly as possible, you'll grow your business as a natural extension of establishing yourself as the #1 teacher in your space. However, the scope of questions your customers will potentially ask you is limitless, right? The good news is that there are five specific, industry-agnostic categories of content topics (we call them The Big 5) that consistently outperformed every other blog topic out there β€” if you're smart enough to write about them. What are they? Well, Marcus Sheridan is here to teach you the five business blog topics that are guaranteed to deliver the results you want, fully updated and with new examples for 2020 and beyond.

πŸ’¬ You asked, we answered 

πŸ‘‰ "Why should our inbound marketing agency work with our sales team? Shouldn't they be working with our marketing team instead?" (8-minute read + video)

When you’re vetting prospective inbound marketing agencies, one of the most important questions you can ask is: β€œWill your agency be working closely with our sales team, in addition to our marketing team?” The answer you’re looking for is yes. But why? Inbound marketing agencies should be working with marketers, right? Why do they need to bother with your sales folks at all? In this article from IMPACT Content Trainer Jen Barrell, you’ll discover why having your inbound marketing agency work directly with your sales team on a regular basis guarantees better results.

πŸ’¬ You asked, we answered

πŸ‘‰ "What do we need to know about the new Google My Business current hours update, and why is it a big deal?" (1-minute read)

Whether you’re B2B, B2C, B2G, whatever β€” you’re living in the same crazy COVID-19 world as your customers and have likely experienced the untrustworthiness of some business listings when you’re looking for a solution.  Knowing that your Google My Business listing’s information is up to date and reliable is another subtle way to earn trust with your customers. Even if your hours haven’t been impacted and it’s business as usual, eliminating that small seed of doubt if someone needs to visit your building or storefront is helpful. In this down-and-dirty news update from IMPACT VP of Marketing Vin Gaeta, learn everything you need to know about this small but mission-critical Google My Business update.

πŸ’¬ You asked, we answered

πŸŽ’ Go back to school with IMPACT+

Yes, you need an 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:

  • Shannon sends out multiple marketing related emails, but isn't sure if she should ask subscribers to opt into ALL or just the specific campaign. What is the best practice you follow?

πŸ‘€ In case you missed it... 

A few of my hand-selected, personal favorites from the IMPACT archives... 

😜 Weeklong nonsense

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

Screen Shot 2020-08-22 at 3.13.20 PM

I now want a tiny house hippo. Someone get on that, please.

Have a great weekend! 

August 20, 2020

Website strategy cost, how a landscaping company achieved 33X ROI with paid ads, and an exciting new Google My Business update ...this is THE LATEST!

πŸ”₯ Hot off the presses

πŸ‘‹ Your Google My Business listing is more important than ever right now. In this FREE IMPACT+ course, IMPACT Lead Content Trainer Kevin Phillips is here to save your bacon with his totally bada** How to Optimize Your Google My Business Listing course. (You'd be surprised how this powerful little SERP feature can make you lots of money.)

I'm coming to the keyboard in a very strange headspace tonight. Strange, in that I am feeling wildly conflicting emotions right now, based on what is currently happening in my world and around me.

On the one hand, the past few weeks have been downright luminous. It's the kind of radiant joy from within that seems almost too good to be true, so you start to question whether or not it's witchcraft or some sort of alchemy...

But really, it's just the result of what happens when you open yourself up to what's possible, stop trying to manufacture outcomes, and start being completely honest with yourself (even when the truth hurts) about where you are, where you really want to go, and who you bring into your world. 

On the other hand... well, have you ever had those moments where you'd give absolutely anything to help someone you care about so, so much, but you can't? You're either too far away, the situation is out of your control, or there's another barrier that leaves you feeling breathless and helpless.

So you just sit. And you wait. 

Because there's nothing else to do. Well, except to buy this ridiculous sweatshirt, as I have zero self control when I'm under emotional duress:

IMG_8399

I somehow regret nothing and everything about this purchase.

For those of you who are new to THE LATEST, I know this may seem like a downright bizarre way to start a digital sales and marketing email newsletter.

But one of the promises I made to myself (and to all of you, by extension) is that I would always practice what I preach about how important it is to show up as an honest human being in your content. (Because if your audience can't trust you β€” I mean really trust you β€” why on earth would they ever do business with you?)

You see, sometimes you need to look down at where your emotional feet are planted, and you have to acknowledge it. It's not a crime to do so, even if it feels that way sometimes. Moreover, when you try to avoid the truth by writing or talking or smiling around it, people can feel the lack of sincerity in the invisible mote you're trying to build around the thing you're not saying.

So, this is where I am tonight. And I share this because I hope my example allows you to give yourself the grace to just be honest about where you are with others, too, when the time comes. 

Now, with that bit of emotional housekeeping out of the way, you're going to find three amazing articles below.

The first is a completely honest look at how much website strategies cost; I love this article, because it's such a slippery topic a lot of people try to side-step. The second is a killer case study about how paid media and content marketing aren't an odd couple, but rather a match made in heaven... if you do it right. And finally, this issue is capped off with a short and sweet bit of Google My Business news you don't want to miss. 

"And now, here's THE LATEST..."

πŸ‘‰ "We need to turn our website into a revenue-generating machine, but how much will a strategy like that cost our company?" (8-minute read + video)

Website strategies can range anywhere from $1,000 to $15,000, which is absolutely wild, right? So, where should you fall in that range? Well, of course, "it depends." I know, worst response ever. Here's the deal, though. The most influential cost driver is how you choose to have a website strategy delivered by an agency. It can be done as the first step in a standard website redesign project, a separate half- or full-day workshop, or a standalone, multi-week project. But which is right for you? In this article from IMPACT Creative Director Erica Pierce, learn how typical website strategy packages are priced, what is included in each of the three most common types, and how to choose the right website strategy solution for your company.

πŸ’¬ You asked, we answered 

πŸ‘‰ "How did a local landscaping company see 33X ROI with their IMPACT paid ads strategy?" (4-minute read)

The Bahler Brothers came to IMPACT in 2017 already bought in on the value of inbound marketing and virtual selling, but they needed a little assistance optimizing the work they were doing and making sure the right people were interacting with their website. They’ve seen some great success with the power of content, and they wanted to take their strategy to the next level β€” and paid ads were just what the doctor ordered. In this case study from IMPACT Paid Media Specialist Dan Baum, go behind the scenes of this success story to learn how Bahler Brothers came to dominate their industry by super-charging their content marketing with an unstoppable paid media strategy.

πŸ’¬ You asked, we answered

πŸ‘‰ "Who cares if my Google My Business Listing can now be updated from Maps and Search?" (2-minute read)

Attention all business leaders, no matter your industry! If you are a small business owner or manage a Google My Business (GMB) profile, you may know that the main way to previously update your business information was through the GMB site or app. Well, we've got some big news for you! Google recently announced that users will now be able to reply to reviews, submit posts, upload photos, and update business information directly from within Google Maps and Google Search. In this article from IMPACT Operations Manager Nicole Letendre, get the inside scoop on how your GMB can be updated from Maps and Search, as well as why this is such a big deal!

πŸ’¬ You asked, we answered

πŸŽ’ Go back to school with IMPACT+

Yes, you need an 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‘€ In case you missed it... 

A few of my hand-selected, personal favorites from the IMPACT archives... 

😈 Weeklong nonsense

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

Image from iOS-Aug-21-2020-02-40-54-52-AM

I mean... yeah.

Talk to y'all this weekend! 

August 18, 2020

5 rockstar landing page video examples (updated for 2020), website strategy vs. website design, and 9 ways to make time for They Ask, You Answer ...this is THE LATEST!

πŸ”₯ Hot off the presses

🌎  We're all selling now in a virtual-first world. In this FREE IMPACT+ course from IMPACT Director of Inbound Training Zach Basner, Fundamentals of the Visual Sale, you'll learn how highly effective sales professionals can unlock the power of video and visual communication. 

According to my #1 video communicator boo (and IMPACT Director of Inbound Training) Zach Basner, a landing page video needs to accomplish the following three things if you want to see the significant lift a video of that kind can provide:

  1. Explain why a website visitor needs the solution being offered by the landing page.
  2. Explain exactly what the specific solution is that's being offered on the landing page. 
  3. Finally, answer the question of "What happens next?" if they decide to follow through with opting into the solution offered.

But he didn't put any other restrictions or guidelines in place.

So, when I set out to make a new video for the landing page for THE LATEST β€” the secret project I teased in a previous issue β€” I knew as long as we checked those three boxes, we could do anything else we wanted. πŸ˜ˆ

With that in mind, I'd like to present to all of you the new landing page video for THE LATEST (this little newsletter), with a very, very special thank you to IMPACT Paid Media Specialist Dan Baum

Dan, even though you'll always come in second to me in Sorry!, you're definitely #1 at being an outstanding video costar:

The Latest - Landing Page Video

Oh, I'd watch all the way to the very end, if I were you. Trust me on that. In Zach's words, "This is a branding masterpiece." (True story.)

πŸ‘‰ "Landing page videos are proven to increase conversions exponentially, but do you have any great examples we should look to for inspiration?" (7-minute read + video examples)

Video has completely transformed the strategies all sales and marketing teams implement to generate more leads on our websites. Landing pages are no exception, which is why landing page videos are one of The Selling 7. The beautiful thing is landing page videos are some of the easiest to make yet also have one of the most significant impacts on lead generation. On top of that, they result in increases on conversions ranging from 80% up to about 250%. In this article from Director of Inbound Training Zach Basner, learn the precise landing page video framework you need to follow and get inspired by five of our favorite "in the wild" examples.

πŸ’¬ You asked, we answered 

🎬 "Do you have any trusted video scripts and email templates we can use?" (Our friends at Vidyard do!)

As sales teams revamp their sales process to stay current in the remote world they're faced with a number of challenges. New sales tools and processes can help, but how can sales teams actually use them effectively to reach their buyers? HubSpot, Vidyard, and a select group of Vidyard's agency partners have created 10 video scripts and email templates for remote selling that are proven to help reach more prospects, accelerate deal cycles, and provide the best customer experience possible throughout. Get your hands on the video scripts and email templates you need (for free!) right now

πŸ’¬ You asked, we answered

πŸ‘‰ "What's the difference between a website strategy and a website design β€” aren't they the same thing?" (3-minute read)

website is one of the most powerful ways in which a business or individual can reach their audience. In fact, for most companies, their website has the capacity to become their #1 salesperson, attracting qualified traffic, leads, and sales every single day of the year β€” even holidays! With this in mind, it must be clear that a website strategy and a website design are conceptually different. However, both should always be involved in the process of redesigning a website. In this article from IMPACT senior developer Tim Ostheimer, get the inside scoop on the exact differences between a website strategy and a website design

πŸ’¬ You asked, we answered

πŸ‘‰ "We see the value and the power of They Ask, You Answer, but how do we make time for this new way of doing business to get better results?" (6-minute read)

We're pretty sure most of us can agree that we could use more time in the day to get things done. But what about the things that we know are important, essential even, but we just can’t find the time to do them? For instance, when applying the philosophy of They Ask, You Answer in your business, you need to prepare for the time it will require to do it well, so you maximize the results you see. In this article from IMPACT VP of Talent Natalie Davis, we invite you to pull back the curtain on our nine battle-tested ways to make the time you need to see success with They Ask, You Answer.

πŸ’¬ You asked, we answered

πŸŽ’ Go back to school with IMPACT+

Yes, you need an 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‘€ In case you missed it... 

A few of my hand-selected, personal favorites from the IMPACT archives... 

🌳 Weeklong nonsense

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

Screen Shot 2020-08-18 at 5.09.43 PM

That's one pathway to world domination, I suppose.

Have a great Tuesday!

August 15, 2020

Top 2020 SEO news stories so far, give better content feedback with 1-to-1 personalized video, and 7 costly mistakes you're making with sales emails ...this is THE LATEST!

πŸ”₯ Hot off the presses

🌎  We're all selling now in a virtual-first world. In this FREE IMPACT+ course from IMPACT Director of Inbound Training Zach Basner, Fundamentals of the Visual Sale, you'll learn how highly effective sales professionals can unlock the power of video and visual communication. 

I love this line from IMPACT Revenue and Features Editor John Becker's piece this week about how personalized video helps create a more positive and empowering experience for content contributors at our company:

"If they see me as a snarky, condescending judge, their defenses go up and the process becomes laborious and contentious. If they see me as a cheerleader, a commenter, and above all else, an active reader, we can make magic together."

As someone who also employs 1-to-1 video for delivering feedback, I cannot overstate how much a difference this technique makes.

John's brilliance aside, however, I just wish we could apply choosing cheerleader over snarky, condescending judge in other areas of our lives.

For instance, I received no fewer than six shaming responses to me expressing excitement over the return of pumpkin spice season in my most recent article about big 2020 SEO stories. (How did I manage to stitch those two unrelated topics together? Much like "life" in Jurassic Park, I, too, "always find a way.")

"It's too early," they said. "Oh my gosh, you're utterly ridiculous," they said.

Well, condescending masses, considering I named my cat Pumpkin:

Image from iOS-Aug-15-2020-10-26-53-68-PM

Hee. πŸŽƒ

I feel as if I'm just being on-brand.

In fact, during a groceries run at Target today, I bought a "harvest festival" candle that smells like pumpkin and clove, and I have no shame about it. So, y'all can cry "Seasonal creep!" all you want. I can't do anything to help you, as I have no salsa for that Debbie Downer chip on your shoulder. 

But if you must air your grievances, I ask that you do so in a personalized 1-to-1 video. As we have already established, it is the superior way to deliver feedback.

πŸ‘‰ "How can I give better feedback on content with video, so people enjoy the process more AND I get better quality content in return?" (5-minute read + video examples)

If writers don’t see their editors as collaborators and advocates, the relationship turns hierarchical and cold. If this is the case, the editor becomes the arbiter of quality, and the writer is a supplicant seeking approval. So, trust me, if you want to produce higher-quality, revenue-generating content β€” and make your people more excited and engaged in the process β€” personalized video will help. Learn how in this incisive, actionable piece from IMPACT Revenue and Features Editor John Becker, which will teach you everything to know about how to "create content magic" with the people on your team by leveraging personalized 1-to-1 video.

πŸ’¬ You asked, we answered 

🎬 "Do you have any trusted video scripts and email templates we can use?" (Our friends at Vidyard do!)

As sales teams revamp their sales process to stay current in the remote world they're faced with a number of challenges. New sales tools and processes can help, but how can sales teams actually use them effectively to reach their buyers? HubSpot, Vidyard, and a select group of Vidyard's agency partners have created 10 video scripts and email templates for remote selling that are proven to help reach more prospects, accelerate deal cycles, and provide the best customer experience possible throughout. Get your hands on the video scripts and email templates you need (for free!) right now

πŸ’¬ You asked, we answered

πŸ‘‰ "A lot has happened in 2020, so what are the big SEO stories that we may have missed?" (4-minute read)

Social distancing and virtual everything notwithstanding, we've seen a lot of changes in how we do our work as digital marketers. Some of this has been influenced by COVID-19, but a lot has not. With that in mind, today we continue our series to keep you informed on what big digital news stories you may have missed so far. Last week, we talked about social media. In this week's article from yours truly, you'll discover the biggest stories in SEO that might have slipped under the radar, while you were busy stocking up on toilet paper.

πŸ’¬ You asked, we answered

πŸ‘‰ "What costly mistakes are we making in our sales emails, and how do we fix them?" (7-minute read)

Times are tough, especially if you’re in sales. It might feel at times that you have the weight of the organization on your shoulders; that it’s up to you to make sure you’re keeping the lights on for the business and that you and your fellow colleagues have a job. Each email you send out, each phone call you make impacts the revenue you’re able to help bring to the company, which is why it’s incredibly important to know if the emails you’re sending to prospects are helping you or hurting you. In this article from IMPACT Community Manager Myriah Anderson (who also happens to be a sales email ALL-STAR), you'll get the inside scoop on every single mistake you're making in your sales emails, so you can stop leaving money on the table.

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:

πŸƒ IMPACTers on the move

🎾 Weeklong nonsense

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

Screen Shot 2020-08-15 at 3.18.19 PM

This is one of those things where I know, intellectually, that it's not that funny, but I have been laughing at this for the past 10 minutes. So, here we are.

🎢 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 inspired by IMPACT VP of Marketing Vin Gaeta. When I asked him if he wanted anything specific in this issue (articles, promos, and so on), he replied:

Screen Shot 2020-08-15 at 11.15.42 AM

Being the magnanimous gal that I am, here you go, Vin:

Screen Shot 2020-08-15 at 11.20.50 AM

"Don't Fear the Reaper" by Blue Oyster Cult

Talk to y'all later!

August 13, 2020

How you need to update your email templates for dark mode, the biggest 2020 social media stories so far, and how to do HubSpot lead scoring the RIGHT way ...this is THE LATEST!

πŸ”₯ Hot off the presses

πŸŽ“ If you want to report on the ROI of your content marketing, you need to take this course. Director of HubSpot Training Carina Duffy has put together this IMPACT+ Pro course on the Fundamentals of ROI reporting in HubSpot. Because if you can't prove the ROI of your content efforts, you're doing it wrong. 

I'm about to do something I will 100% regret tomorrow.

Sigh. Franco Valentino (of Narrative SEO) is not only the wildly talented and utterly brilliant technical SEO partner for IMPACT, he's also probably one of my closest friends in the whole world. 

Even though he has a horrifying defect. 

Franco is a Dad Joke Sommelier:

franco-and-liz

Watch the video

"Liz, why are you reliving this clearly horrifying memory? Do you need a hug?"

I'm so glad you asked. You see, Franco had a very, very special day this past week. It was his birthday. (A national holiday, since he's a Leo.πŸ™„)

So, in honor of his birthday β€” and the fact that, all kidding aside, this man is "la mia famiglia" β€” I promised him that, as his birthday present, I would publicly say I thought he was funny. Moreover, I would admit that one of the terrible jokes he shared was positively hilarious.

So, Franco, my Latin brother from another mother, here you go:

whippet-good

You posted this garbage dad joke on Facebook earlier this week. It's funny. I laughed. And now the ~50,000 people who subscribe to THE LATEST know, so I can't deny it at a future date. You've got me.

Ugh, that was painful. 

And now, here's THE LATEST...

πŸ‘‰ "What does dark mode mean for our emails? Do we need to make any changes?" (6-minute read)

Dark mode reverses the color scheme of user interfaces from light to dark. Oddly enough, dark mode actually predates light mode by a few decades. Some also find dark mode improves legibility, which is why many tools, such as Slack, Facebook Messenger, the Adobe Suite have adopted it. Dark mode also reduces your screen brightness which can help you save on battery life, especially if you use it more often than light mode. Which is why IMPACT Creative Lead and CRO unicorn Christine Austin is here to shed light on why y'all need to be paying attention to dark mode and how it impacts your email templates.

πŸ’¬ You asked, we answered 

🎬 "Do you have any trusted video scripts and email templates we can use?" (Our friends at Vidyard do!)

As sales teams revamp their sales process to stay current in the remote world they're faced with a number of challenges. New sales tools and processes can help, but how can sales teams actually use them effectively to reach their buyers? HubSpot, Vidyard, and a select group of Vidyard's agency partners have created 10 video scripts and email templates for remote selling that are proven to help reach more prospects, accelerate deal cycles, and provide the best customer experience possible throughout. Get your hands on the video scripts and email templates you need (for free!) right now

πŸ’¬ You asked, we answered

πŸ‘‰ "A lot has happened in 2020, so what are the big social media stories that we may have missed?" (9-minute read)

We’re only halfway through 2020 and to say there’s been a lot in the news is the understatement of the century. Within a sea of daily headlines, you may have missed some major stories that have happened in the social media world in the first half of the year. From a major hack and a campaign against misinformation to COVID-19’s effect on social behavior and advertising, there’s a lot to unpack. Thankfully, my gal, IMPACT Director of Demand Generation Kristen Harold is here with the top six social media stories of 2020 (so far) you may have missed, and what you need to know about each.

πŸ’¬ You asked, we answered

πŸ‘‰ "HubSpot lead scoring is a huge deal, so how do we do it the right way, so our sales team doesn't waste time on the wrong leads?" (2-minute read)

HubSpot lead scoring is a tricky topic, and the answer will depend where you are in the process of understanding and implementation. What if you’re not ready to β€œrun” with lead scoring? What if you’re dragging your team kicking and screaming towards this new initiative? Or β€” worse yet β€” what if you haven’t even talked to your team and you’re about to set up lead scoring blind? That's exactly where this article comes in. You see, IMPACT HubSpot Trainer Jessica Palmeri is here to save the day with her no-stone-unturned overview of how to implement HubSpot lead scoring the right way, no matter your industry.

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:

πŸƒ IMPACTers on the move

πŸŽ‚ Weeklong nonsense

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

Screen Shot 2020-08-13 at 7.18.51 PM

To be fair, there are more than a few people I should probably bake this for. My toddler years were a "mouth-foward" time, what can I say?

πŸ‘€ In case you missed it

Here are a few of my favorite recent IMPACT reads you may have missed, to get you started off on the right foot this week:

Have you ever thought, "Gosh, it would be amazing if IMPACT would write an article that addresses [FILL IN THE BLANK]"? Reply to this email with your idea! We'd love to hear from you!

Later, triangles! 

August 11, 2020

7 outstanding product and service page video examples, what the heck is a revenue team, and Google Ads to support lead forms in YouTube and Discovery campaigns ...this is THE LATEST!

πŸ”₯ Hot off the presses

πŸŽ“ If you want to report on the ROI of your content marketing, you need to take this course. Director of HubSpot Training Carina Duffy has put together this IMPACT+ Pro course on the Fundamentals of ROI reporting in HubSpot. Because if you can't prove the ROI of your content efforts, you're doing it wrong. 

No matter what industry you're in, the premise behind They Ask, You Answer, content marketing, or whatever you like to call it is simple β€” to put the right content in front of the right people at the right time. (Whether they're ideal buyers whose business you want to win or current customers you want to delight.) 

For instance, yesterday, after about five minutes of quietly muttering a string of "colorful" feelings about this week's upcoming heat wave to my iPhone weather app, I opened up a care package I had received from my friend, Elisa.

Inside the box, I found this "snuggly sweater" autumn-themed 🍁 candle:

BCC8A0D5-3C7B-4EDC-B167-E89972E7CC50

Attached to it was a note that said, "My condolences that it's still summer. Thoughts and prayers to you during this dark time."

As soon as I read it, I laughed to myself and thought, "Man, if only marketers could be this good. This is exactly how spot-on content targeting and delivery is supposed to feel." 

She zeroed her ideal audience (moi) to a tee. Also, instead of tossing a half-hearted note in the box that said, "Hey, I can smell you from here; this should help with that," she targeted her messaging to address my most pressing concerns and pain points, just like we teach our clients.

Finally, it was delivered into my hands at the precise moment my summertime angst was beginning to take hold.

In short, she made me feel understood without me having to tell her anything. She just knew exactly what I needed, when I needed it, and I love her even more for it. (Thank you, Elisa. I heart you.)

So, take note, content marketers and revenue teams. This is how it's done. Now, go grab a scented candle and start delighting some people.

(P.S. By the way, I know my brain immediately chanting "WORK! WORK! WORK!" in response to a thoughtful gift isn't a good look for me. I'm working on it.)

πŸ‘‰ "We know we need videos for our product and service website pages, but what are some great examples we can use for inspiration?" (8-minute read + video examples)

A product or service video is one of the most helpful videos in The Selling 7. It allows you to thoroughly educate your buyer about the offering so that they can make an informed decision about it for themselves in a more dynamic way than just text or photo. This can speed up your sales process dramatically without you having to do any of the work. In fact, according to one study, β€œ84% of consumers surveyed were convinced to buy a product or service after watching a brand’s video.” And, in this article from IMPACT video editor Megan Lang, discover seven exciting, industry-crossing product and service video examples you'll want to copy for your own company.

πŸ’¬ You asked, we answered 

🎬 "Do you have any trusted video scripts and email templates we can use?" (Our friends at Vidyard do!)

As sales teams revamp their sales process to stay current in the remote world they're faced with a number of challenges. New sales tools and processes can help, but how can sales teams actually use them effectively to reach their buyers? HubSpot, Vidyard, and a select group of Vidyard's agency partners have created 10 video scripts and email templates for remote selling that are proven to help reach more prospects, accelerate deal cycles, and provide the best customer experience possible throughout. Get your hands on the video scripts and email templates you need (for free!) right now

πŸ’¬ You asked, we answered

πŸ‘‰ "What the heck is a revenue team, why do we need one, and how do revenue teams work?" (8-minute read)

Up until very recently, I've very rarely been satisfied by think pieces declaring they contain the secrets of how to solve for sales and marketing alignment. Often they'll include a half-hearted list of surface-level tactics, like: "Hey, have you considered like... not rolling your eyes in conversations with sales teams?" Then IMPACT Lead Digital Sales and Marketing Coach Chris Marr had us create something called a revenue team at IMPACT. And, since that moment, my alignment world has been rocked. In this super-tactical article from yours truly (with some key assists from Chris), get the inside scoop on what a revenue team is, why every company needs one, and how they should operate for the best results.

πŸ’¬ You asked, we answered

πŸ‘‰ "What do we need to know about Google Ads lead forms on YouTube and Discovery campaigns, and is it really that big of a deal?" (2-minute read)

With the new lead form extension that is available in Google Ads, you’ll be able to put a conversion point directly on an ad in Search, YouTube, and Discovery campaign types. Google noted that this will roll out to Display campaigns later this year. This change will make it even easier to get information as folks search and find relevant content β€” regardless of how they’re searching or how you’re running ads. But what else do you need to know? In this down-and-dirty analysis, IMPACT VP of Marketing Vin Gaeta gives you everything you need to know about Google Ads' new lead forms for YouTube and Discovery, and how you need to take action with your upcoming campaigns.

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:

πŸƒ IMPACTers on the move

πŸ€– Weeklong nonsense

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

Screen Shot 2020-08-10 at 5.27.21 PM

If you've ever wondered what I would be like as a machine, here you go.

πŸ‘€ In case you missed it

Here are a few of my favorite recent IMPACT reads you may have missed, to get you started off on the right foot this week:

Have you ever thought, "Gosh, it would be amazing if IMPACT would write an article that addresses [FILL IN THE BLANK]"? Reply to this email with your idea! We'd love to hear from you!

Talk to y'all later!

August 8, 2020

How to create a powerful content ROI newsletter, 5 Wistia alternatives for business video, and the case for using emojis πŸ˜œ in your marketing ...this is THE LATEST!

πŸ”₯ Hot off the presses

πŸŽ“ If you want to report on the ROI of your content marketing, you need to take this course. Director of HubSpot Training Carina Duffy has put together this IMPACT+ Pro course on the Fundamentals of ROI reporting in HubSpot. Because if you can't prove the ROI of your content efforts, you're doing it wrong. 

OK, let's face it. Between tropical storms and power outages and everything else, it's been a heck of a week. As a result, I haven't been in the best mood, and for that I apologize.

Still, as I sit here breathing a sigh of relief that it's finally Saturday, while prepping for a fun, sun-soaked weekend, I have to admit that this past week wasn't a total wash. 

So, before I hop in my Jeep to explore another new-to-me local Connecticut brewery with one of my favorite humans, I thought I would take a moment to reflect on the wins that came out of the last five days... because there were more than a few:

  • I'm a prolific content creator (duh, it's my job), but I somehow managed to publish three different articles this week, on top of everything else I've been working on. That's a record, even for me, I think.
  • Pumpkin the cat went an entire week without trapping herself either in the trash can (I still don't know how she does it) or on top of the bookcases.
  • OK, even though there was quite a bit of swearing involved, I did get to have carrot cake this week. I. LOVE. Carrot. Cake.
  • IMPACT Director of Video Production Alex Winter and I got to share with the company during our all hands meeting this week about a surprising lesson we've learned β€” how important it is to foster a super close working relationship between your videographer and your in-house content nerd. (We'll be writing and creating videos about this very topic in the near future.)
  • After months of being trapped in my 500-square-foot box of an apartment, unable to exercise or play sports (by doctor's orders), I finally got to start going back to the gym this week. Even though I consider "fun runs" a conspiracy perpetrated by sneaker companies to sell shoes β€” prove me wrong! β€” I love working out, and I feel like a human being again. 
  • I finally fixed the "blocked airway" issue with my Dyson vacuum... all by myself. I'm not going to share how long this took (or how long I avoided fixing it), but let's just say I am aware I shouldn't feel as proud or as accomplished as I do about it. However, for my efforts, I am still crowning myself Champion of the Universe and Flaw-free Queen of Solo Living today.
  • I challenged myself to take a free IMPACT+ course completely outside of my area expertise this week, and I am so glad I did. Zach Basner's free Fundamentals of the Visual Sale course is so good. I can't recommend it enough.
  • I drank my coffee all week out of this perfect little gift from my #1 demand gen boo, Kristen, because she gets me and shares my undying love of West Wing. "Bring me the finest muffins and bagels in all the land."

And now, here's THE LATEST...

πŸ‘‰ "How can we report on the ROI of content to our company in a way that gets people excited and invested in our content strategy?" (5-minute read)

Day in and day out, you're busting your little booty to get revenue-generating content produced and published. As the days, weeks, and months roll by, you see the numbers tick up. You see the search ranking wins. You see how content is being used throughout the sales process to close deals β€” the right content can and does drive more traffic, leads, and sales for your company. Yet you struggle to get the rest of your team excited about your content efforts. Well, struggle no more, friends! In this article from yours truly, I pull back the curtain on how to create a powerful content ROI newsletter, my favorite tried-and-true method for getting an entire company excited about the value of content.

πŸ’¬ You asked, we answered 

🎬 "Do you have any trusted video scripts and email templates we can use?" (Our friends at Vidyard do!)

As sales teams revamp their sales process to stay current in the remote world they're faced with a number of challenges. New sales tools and processes can help, but how can sales teams actually use them effectively to reach their buyers? HubSpot, Vidyard and a select group of our agency partners have created 10 video scripts and email templates for remote selling that are proven to help reach more prospects, accelerate deal cycles, and provide the best customer experience possible throughout. Get your hands on the video scripts and email templates you need (for free!) right now

πŸ’¬ You asked, we answered

πŸ‘‰ "Wistia is a super popular business video hosting platform, but what other options should we consider?" (5-minute read)

Video is an essential part of any business’ marketing plans these days, so you no doubt want to have a lot of videos on your site. But in order to have videos, you need a video host β€”  a third-party platform that allows you to upload and store your videos. Then, you can either access your videos on the third-party site, or embed them as needed. Wistia is one such platform, and a very popular one at that! But is it the only one out there? In this article from IMPACT's all-star video editor, Megan Lang, dives into the top five alternatives to Wistia that you may want to consider for your video hosting needs.

πŸ’¬ You asked, we answered

πŸ‘‰ "Why should we consider using emojis in our marketing? What's the proof that they work?" (4-minute read + infographic)

If you think about it, emojis revolutionized the way we communicate. One of the biggest things people complain about with digital communication is that it removes humanity and feeling from the conversation, making it instead a flat, mindless blob of words. Emojis changed that narrative by adding a key component to a message: emotional context. Whether you like it or not. In this article from IMPACT Community and Events Manager Connor DeLaney, he explains how, from email marketing to social media, emojis can be used by marketers to engage with users in a way that feels natural and friendly

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...

Image from iOS (4)-Aug-08-2020-05-09-28-79-PM

Oh, what a decade this year has been so far.

🎢 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 2020-08-08 at 1.20.40 PM

They may be known best for Walk Like an Egyptian, but Get the Girl is my absolute favorite song from The Bangles. It's also one of my top summertime tunes to sing loudly, while driving down the highway with my windows down and my sunroof open in the sunshine.

Have a great weekend!

August 6, 2020

7 tips for writing the best blog headlines ever, how to have a smooth company rebrand, and boutique lifestyle brand sees 99% revenue increase with new paid ads strategy  ...this is THE LATEST!

πŸ”₯ Hot off the presses

πŸ’₯ Buying behavior has fundamentally changed β€” has your marketing adapted to the new reality of what your ideal buyers want? In the Digital Sales & Marketing Framework for Today's Buyer, a 100% free course from IMPACT+, you'll learn exactly how the buying process has changed and the exact proven strategies you need to embrace to achieve the growth you're looking for in sales and marketing.

Good news, everybody! Unlike earlier this week, I am not currently having an existential crisis while eating cake in the dark on my furniture-less balcony. See, that's what we in the industry call "growth."

Although, after reading the responses I received to the last issue, I will say I felt a little less alone when I found out awkwardly eating on the floor of a patio or balcony is an emotional crisis hobby I share with more than a handful of you. 

Ted, I salute you and your cottage cheese topped with pineapple.🍍

Whenever weeks like this crop up β€” fun fact, ~500,000 Connecticut residents are still without power β€” I always find myself pleasantly surprised by what little quirks and habits we all turn to in times of stress. Or even when we just need to relax after a long, mentally-taxing day at work. 

For example, on days where I find myself brain-dead from hours of blog editing and headline optimization, I'll turn to something mindless. Like watching Furious 7 for the 16,203,345th time or making 50 eensy-weensy meatballs from scratch for a seasonally inappropriate batch of my Italian wedding soup recipe.

(I may or may not have done the latter this week. I was post-power outage stressed, so I closed the blinds, cranked the AC, ate my soup, and got into the prematurely spooky spirit with a viewing of Scream, my favorite scary movie.)

Yes, there are more "brag-worthy" ways of practicing self care, like meditation, cross fit, or watching the sunrise. (Don't get me wrong, those are all great things. For example, I have a meditation practice myself.)

But I think there's something to be said for the "dumb" stuff that brings you joy for no other reason than it simply does. And we should celebrate that more.

Now, if you'll excuse me, after a long day of writing scripts for my next IMPACT+ online training course, I am going to go unwind by watching a fight between muscle cars and a submarine

I promise I'll return to my content creation mastermind self in the morning.

πŸ‘‰ "How do we write blog article headlines that make our audience excited to click-through and read our content?" (9-minute read)

Your business blog headline should be a show-stopper. It’s what entices someone to click on your article. We would go as far as to say the headline is your reader’s initial call-to-action. Unfortunately, too often we see absolutely outstanding, rockstar blog content packaged with ho-hum, vague, or (even worst) bait-and-switch headlines. But what does a great blog headline look like? In this article from IMPACT Community and Events Manager Connor DeLaney, discover his seven battle-tested tips for crafting show-stopping blog headlines your audience will love.

πŸ’¬ You asked, we answered 

πŸ‘‰ "We're contemplating a rebrand for our company, how can we ensure it goes smoothly?" (7-minute read)

If you’re a company considering a rebrand, you probably fall into one of two buckets: You’re doing this because you want to, or you’re doing this because you have to. But whichever the case, entering the rebrand process means navigating unfamiliar waters. You likely have questions about duration, scope, and what external resources you’ll need. You want to make sure you do it right and that you don’t skip any steps. Well, in this IMPACT exclusive interview with Design Pickle Brand Director Kate Rooney, you'll learn the most common rebranding pitfalls companies succumb to, and her top tips on how to make a branding pivot.

πŸ’¬ You asked, we answered

πŸ‘‰ "How did SpiritHoods achieve a 99%-increase in revenue with their new paid ads strategy?" (5-minute read)

When SpiritHoods first launched back in 2010, their unique styles of hoods, jackets, and home goods caught on like wildfire. But they soon realized that, if they were going to create lasting success, they needed to make a big change. They were starting to see a plateau emerging in their sales numbers, after their initial boom started to taper off. However, they did not have that strategic expertise in-house. So, they came to IMPACT. In this real-world case study from IMPACT Paid Media Specialist Dan Baum, get the inside scoop on how SpiritHoods (through their work with IMPACT) used a new paid ads strategy to crush their revenue goals.

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 2020-08-06 at 9.08.46 PM

I mean reviews are technically one of The Big 5, soooooo.... πŸ‘€

That's all, folks!

August 4, 2020

How to improve website performance (and boost rankings), new Vidyard report underscores necessity for video in sales, and the best Salesforce to HubSpot CRM migration tools ...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.)

Here's the thing about priding yourself on penning an email newsletter that is emotionally honest. You have to pony up in certain moments, get a little "Victorian trashy," and, you know... show a little "emotional ankle." 

This issue will be one of those moments. But in a petty way. 

You see, tonight, I am writing this issue of THE LATEST while sitting on the floor of my dusty balcony...

Image from iOS (1)-Aug-05-2020-01-26-08-48-AM

...a balcony, mind you, that still has no furniture. Even though I've lived here for over five months. But you know what I do have?

Image from iOS-Aug-05-2020-01-26-08-60-AM

Carrot cake. I have carrot cake. My favorite kind of cake.

And I am eating it right now, with reckless abandon, in my pajamas, while shamelessly singing along to The Bangles. (This relatively unknown β€” but addictive β€” jam of theirs gives me life... and I've listened to it no fewer than five times in the past hour. Including right now.) 

Why? Tropical storm Isaias ruined all of my best laid plans. Rude.

For example, IMPACT Director of Video Production (and the other half of my brain) Alex Winter and I were supposed to spend today filming videos for IMPACT. Unfortunately, we couldn't, due to the constant sirens and loud wind outside. That said, our unexpected gift of time allowed us to plow through a pile of dense scripting and have deep, creative discussions we would not have otherwise had. 

Then I came home to an empty, dark apartment. With no power. 

That's when I became petty and pouty. I was no longer Liz, the adult. I was Liz, the child, whose first word was "no." (True story.) I had work to do, you know? Like, I needed to write this newsletter! Alas, I was stuck. Powerless, literally and figuratively. 

For a second, I embraced a fever dream delusion of being a human who can "lean in" to a technology-less evening and just... read a book by scented Yankee Candle-light. And I did that... for about five minutes.

Then, I got annoyed and chucked the book to the side. 

So, I walked down the street to a place that still had power and got my slice of cake. Afterward, I came home and put on pajamas, determined to just accept my fate. And then, as I put the first bite of cake to my mouth... the power came roaring back on. 

I swore a lot in that moment. 

I have no fortune cookie moral to wrap this all up or a quippy tie-in to using video in the sales process. Instead, tonight, I'm just a girl, sitting on her balcony in pajamas, trying to eat her cake in peace. We've all been there, right? Those moments where the mature part of us knows everything will be better in the morning. Still, we know we just need a night to... well, stew.

So, for tonight, y'all are are going to have to be OK with this Liz. The Liz who makes up for what she lacks in outdoor furniture with unnecessary baked goods.

And now, here's THE LATEST... 

πŸ‘‰ "How does Vidyard and Demand Metric's new research data support the importance of using video in the sales process, thanks to COVID-19?" (5-minute read)

At IMPACT, we've been preaching the gospel of using video for your sales and marketing efforts for years. But, it wasn't until COVID-19, that many companies were finally forced to hop on the video train. Here's the deal, folks. Given all of the uncertainty we're facing right now β€” with volatile global economic circumstances and no end in sight β€” don't let fear be the reason you don't maximize your sales and revenue potential with video. But if you're still on the fence, this article from yours truly about Vidyard's recent research study will prove to you, once and for all, why you absolutely must start using video in the sales process

πŸ’¬ You asked, we answered 

πŸ‘‰ "We're thinking about migrating from Salesforce to the HubSpot CRM, what migration tools exist?" (6-minute read)

So, you are ready to start planning out your migration journey from Salesforce to HubSpot CRM and Sales Hub. This is usually the stage where you feel overwhelmed and have a giant list of things to do. If you are about to go through something this cumbersome, you’ll want to do some digging into tools that can make your life easier and allow you to work smarter, not harder. In this article from rockstar IMPACT HubSpot Trainer Joe Bachir, get the inside scoop on the six essential Salesforce to HubSpot CRM migration tools you need to consider for your potential move.

πŸ’¬ You asked, we answered

πŸ‘‰ "How can we improve our website performance so our content and site pages can rank better?" (5-minute read)

When you don't look after your website performance and site speed, you run the risk of you site loosing traffic from those customers who may have referred your website to others. In this day, seconds make the difference. You can no longer allow your website to be bogged down by unoptimized images and files. Your users expect your web pages to load fast, and they won’t stick around if they don’t. Don't fret, though! IMPACT Creative Lead (and CRO unicorn) Christine Austin is here to save the day with her four top tips and tricks for improving your site performance and speed

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:

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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Seven years ago, I had terrible taste in music. And a bad haircut.

Talk to y'all later!