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“MOTHER SHIP – Artist’s drawing shows the Apollo “mother ship” as it may look in orbit around the Moon just before the three Houston astronauts return to Earth. The three men sit in the pointed “command module” or cabin. Behind them is the “service module” that contains the huge rocket that will fire them away from their Moon orbit and return them to Earth. Near Earth the cone-shaped command module will be separated from the service module, and the astronauts will fall to Earth in their three-man cabin.”


Note the large strake - even casting a shadow – on the exterior of the Command Module. To me, the crew looks to be near earth, but hey, earth/moon, whatever...close enough for government work, right?


Unfortunately, there's no signature. However, 1963/NAA would suggest Gary Meyer, in addition to the strong similarity to at least two other works, to include the ‘cut’ pattern of the cutaway views... one of those conclusively identified as Mr. Meyer. I'm counting this as another ‘WIN’!


The verso bears alpha-numeric identification similar to that used by North American Aviation/Rockwell, for the illustrations featured in this latter news/press publication. So I’m assuming this image was possibly used in some earlier similar documentation:


The parent site to the above…likely from the which the above link can be better reached:

Credit: David Meerman Scott


As an aside, I do believe Mr. Scott used this photo (far left panel) of mine in his splash page:

If you use this image in any way, shape or form, please give credit to:


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Taken with a disposable film camera during one of my first trips to Moscow in 1999.


Info about the sculptor:


Anyone know when this sculpture will reopen? It's been down for at least 3 years now... :(


A few other views:


Used here:

marketing cartoon about the madness of social media and blogging.



Hubspot found that 80% of marketing professionals lean on visual content in their social media marketing.


It makes enormous good sense to assert that social media marketing is moving towards a direction where image and video content shall play pivotal roles.


Traditionally, content marketing has performed three roles:


Factually accurate content informs users


Stand-out content reminds them


Visual content convinces them


There are statistics that provide mounting evidence to the vitality of leveraging a visual content marketing strategy.


Key insights on the changing face of visual content marketing


With more than 2.5 billion camera phones in use, visual content creation is more accessible, affordable, and available to users than ever before.


Cisco found that by the year 2021, 82% of all IP traffic shall consist of video.


Image content enables brands to gain more traction in the market by increasing subscription users up to 329%.


Hootsuite found that a single piece of visual content has the same effect on the human mind as 60,000 words.


The Graduate School of Business, Stanford University that in fact offers a dedicated academic program called the Symbolic Systems Program, that reinforces the impact of visual content in the digital era of technology-driven marketing.


How do images and video content create value for brands on social media?


Prima facie, visual content augments value creation on social media in the following ways:


The human brain is designed to process a visual image in 1/10th of a second. The obvious implication of this is that visuals enable brands to send across their brand philosophy to users in the smallest window of time and very often at a glance.


Visual content allows brands to showcase their key brand differentiators in the most seamless way possible. Take for example the short video that shows Coca Cola draping its bottles in beautiful red ribbons with the names of users written on the bodies of the bottles to personalize their selling. With this video, Coca Cola redefined personal selling on social media like never before.


Brands that leverage visual content for social media marketing reported a quantum leap in their traffic conversion rates and user engagements. In fact, as per Buzzsumo, images posted on Facebook get 2.3X more engagement than those without images. Dropbox had tried creating a face for its brand by investing an outlay of $50,000 in the creation of a video that saw its conversion rate jumping by 10%.


Challenge of leveraging visual content successfully for social media marketing


Accenture Interactive had conducted a survey on a sample of more than 1000 consumers that sought to objectively assess their tastes and preferences, habits, likes and dislikes of content consumption, and thus, identify patterns and insights on visual content marketing and consumption. The findings submitted as part of the Accenture Interactive research stated that visual content and especially video is still considered invasive by a large chunk of people.


The findings stated on page six of the report published clearly asserts that 35% of users find the use of video content for advertising inconvenient and invasive as opposed to 26% users that stated they prefer to see video advertisements.


Features of an awesome visual content design tool for social media marketing


Given the importance of visual content in the context of social media marketing and the abundance of design tools for creating visual content for the aforesaid purpose, it is worthwhile to explore the features, functionality, and performance parameters that make for a great design tool.


Other important aspects like ease of use, pricing, integration with other social media apps, and the spectrum of content prototypes that can be created using these design tools including but not limited to infographics, graphs, pie charts, bar charts, and scatter diagrams.


Some of the major parameters in assessing the merit of a great design tool for creating visual content are as follows:


Ease of use


Social media marketing integration


User experience


Choice of templates


Custom design




The best visual content design tools for social media marketing


With the knowledge of the parameters that you got to be focusing on, from the perspective of visual content creation for social media marketing, it is easy to identify a list of the best such design tools that are available and in demand for the said job. Have a look.


1. Bannersnack


Making it to the list of the top design tools for image content creation is Bannersnack. Immensely popular with social media marketing professionals and graphic designers, the online banner maker offers the following features:


AI-driven online banner generator: Bannersnack offers an artificial intelligence-driven online banner generator that allows users to edit multiple advertisement banners thereby reducing the turnaround time greatly and also augmenting the ease of creating banners with just a few clicks.


Diverse banner sizes: The online banner design tool allows the user the option to choose from a wide array of banner templates of diverse sizes including miniature versions as well as scalable ones.


Design from scratch with templates: Users get to choose from a wide diversity of animated and static banner themes and build their online banner the way they want to. Bannersnack allows for the use of built-in standardized themes as well as complete customization of designs.


Export or embed your banners to any display advertising platform: Bannersnack allows users to create online advertisement banners of dimensions that are accepted by major digital advertisement publishing platforms like Google Ads, Display Network, AdRoll, and ReTargeter.


Thirty-two, 32 ready-made animation presets for a fast result: Bannersnack offers users 32 built-in animation themes that can be used to create and customize animations in HTML5 through an intuitive virtual interface.


Create more banners of more than 20 different sizes: With Bannersnack, users get to create online banners of more than 20 different sizes at the same time, thus augmenting productivity and speed and reducing the turnaround time.


Allows multiple users to collaborate on any design project: Bannersnack offers some handy features for collaboration and co-creation of online ad banner copies. It allows multiple users to collaborate on the creative process of designing the banner copy.


Pricing: Bannersnack offers the following pricing plans for individual users and teams. Individual users can fall back on a starter trial offer of seven days for free. A monthly subscription for individual users is available for $7. A quarterly subscription of three months’ duration is available for $18 a month, and a yearly subscription for 12 months is available for $36 a month.


2. Venngage


Second on our list of online banner makers is Venngage. Offering hundreds of charts, maps, and icons to create infographics for perfect data visualization, this online banner maker is highly used for making infographics. Venngage offers the following features listed below:


Choose the perfect data visualization: The online banner maker offers a wide variety of options to create infographics. The list of statistical representations that can be created using Venngage includes but is not limited to the line chart, smooth line charts, area line charts, pie charts, bar charts, multi-column bar charts, stacked bar charts, scatter plot charts, bubble charts, stacked bubble charts, multi-series charts, and summary stats.


Customizable infographic templates and themes: Venngage offers powerful features for creation of customized infographics. The online banner maker platform provides hundreds of templates and art themes to choose from with new templates being added to their portfolio every week.


Easy drag and drop interface: Venggage has an easy drag and drop user interface that allows users to pull widgets directly into their canvas, lock and group widgets together into places and customize the widget size, color coding, and orientation.


Free-form design canvas: Yet another feature of Venngage that makes it very convenient to use and operate for non-technical people is its supremely easy navigation that allows users to maneuver across diverse art themes, icons, pictures, fonts, and objects. The design tool offers a free-form design canvas that can be used to move objects around without any area restriction, snap to grid for automatic alignment, and thus delivers a seamless user experience.


Share seamlessly on social media: Given that digital marketers, graphic designers and content creators usually do have the need to share their creative banners on social media platforms, blogs, and other digital publishing platforms, Venngage makes it easy for users to do so. The online banner maker tool allows users to share seamlessly on diverse social media platforms.


Pricing: Venngage is affordable. For business enterprises, Venngage offers subscription plans priced at $49 a month. On the other hand, premium individual subscriptions are priced at $19 per month.


3. Visme


Third on the list of the best visual content creation tools is the online banner maker from Visme. The online banner maker is highly popular among graphic designers and marketing professionals. It offers a host of features, functionalities, and end user benefits as listed below:


Easy to use banner maker: With a supremely easy to navigate user interface, Visme rates high among visual content creation tools for social media marketing among marketing professionals and graphic designers.


Hundreds of templates to choose from: The design tool also offers features of built-in images and icons to select from millions of free and high-quality photos that can be searched from the image bank along with custom graphics and fonts for the text content.


Create unified banners with simple resizing options: Yet another feature that makes Visme highly popular among communities of professional and novice designers is the rich customization that it offers. Users can create unified banners with diverse resizing options for their web arts and digital creatives without having to bother about the pixel clarity being affected.


Easily create web graphics of all sizes: Visme allows users to create graphic arts of different sizes. Right from small scale banners to the large scale ones that brands need for their social media assets in the background or cover sections, users get to create web graphics of all sizes. Thus, it ranks high on the rich diversity of scale that it offers.


Customize the banner template with your own graphics and fonts: Visme is one of the most popular image creation tools equipped with features like hundreds of templates for all the main social media platforms like Facebook, Twitter, YouTube, and LinkedIn. It provides custom features to choose from all types of banners, from advertisements and blogs to social media graphics of all sizes.


Pricing: Visme offers a three-tiered subscription plan. There is a no-frills plan with basic features for users that is free of cost. Second, there is a standard subscription plan that costs $14 per month, and a complete subscription plan that costs $25 per month that allows users to access the whole suite of features and functionalities.


4. Fotor


Fourth on our list of the top visual content creation tools for use in social media campaigns is Fotor. With probably one of the most diverse and widest arrays of templates for creating image content, Fotor offers great multi-purpose functionality that embraces both the online and onsite business ecosystems. Fotor offers the following features to users:


Templates: Fotor is an online image creation tool that offers a wide portfolio of templates that can be used to design web graphics and digital banners for social media platforms, emails, banners, flyers, invitation cards, business cards, thumbnails, tickets, mobile wallpapers, postcards, letterheads, and certificates.


Design: On the front of the design, Fotor offers a multitude of features for graphic design, photomontage, and background. The online banner maker allows users to save their work in progress on the cloud and retrieve their last work at ease to take it forward later. The design features also include support for a large number of formats including JPG, PNG, and PDF.


Basic edits: Fotor offers extensive features to users for executing basic edits to their copies of advertisement banners. Users can crop, resize, and straighten their web graphics with ease. Yet another feature that adds to the list of end-user benefits offered by this online banner maker is the supremely easy user interface that allows for seamless navigation.


AI-driven visual effects: The online banner maker also offers an option to upgrade to a paid subscription that offers additional benefits of premium content with no watermark that is free of restrictions, advanced features for ease of use, advertisement-free editing, bigger sizes of canvas, and massive cloud-installed memory to archive your finished graphics and work in progress that can be downloaded in different image and PDF file formats. AI photo effects, stickers, collage, text, HDR photography are all part of the console.


Multi-lingual collaboration: Further the online banner maker also offers a multi-lingual front end for graphic designers covering major international languages like Portuguese, German, Russian, French, Traditional, Simplified Chinese, and Japanese making it easy for multi-ethnic and cosmopolitan teams of designers to collaborate and co-create graphics for brands.


Pricing: Fotor offers two subscription plans. Users can opt for a monthly subscription plan at $8.99 per month. On the other hand, Fotor also offers an annual subscription plan at $39.99 per annum, which essentially comes down to $3.33 per month, which by all accounts is certainly affordable.


5. My Banner Maker


Fifth in our list of the best visual content creation tools is My Banner Maker. An easy to use online banner maker, My Banner Maker stands out in the list for its professional turnkey assistance and professional collaboration in addition to the technology suite that it offers. Some of the major features that My Banner Maker offers are as follows:


Social media banners for Facebook, Twitter, LinkedIn, and YouTube: The specialty of My Banner Maker lies in the features and functionalities that it offers for visual content to be deployed in games, that is in addition to that for social media platforms like Facebook, Twitter, LinkedIn, and Pinterest.


Banner advertisements of diverse sizes: My Banner Maker is one of those free visual content creation tools with simply awesome templates for feature-rich designs, custom color codes, customizable font sizes for content to go along with, and seamless user experience for designers. Further, the platform offers great scalability to users with options to access graphic content and images of different sizes.


Professional collaboration with the vendor: With a paid subscription plan, brands can also collaborate with the design team at My Banner Maker to co-create their custom graphics assets and visual content pieces by sharing their brand logos, brand copyrighted images, and mascots.


Pricing: Priced at $4. 95 per month, My Banner Maker allows users to make pixel perfect banners of different sizes, use the express banner editor and online design studio along with unlimited access to full photoshop library, and priority support.


In the final diagnosis, it is only humble to take cognizance of the ever-increasing influence of visual content in the context of social media campaigns and the opportunities that brands can look forward to leveraging. While this list is by no means exhaustive and exclusive, the above mentioned visual content creation tools make it to our list on parameters of user experience, custom design abilities, and pluralism of deployment across digital platforms. Here is wishing your brand all the luck to reinvent the future of social media marketing by creating some stunning visuals this year.


Birbahadur Singh Kathayat is an Entrepreneur, internet marketer and Co-founder of Lbswebsoft. He can be found on Twitter @bskathayat.


The post Visual content creation tools for stunning social media campaigns appeared first on Search Engine Watch.

Die Besten von Buffer

- Top 100 Blogs zu kuratieren für Social Media Power-User ...


Die Besten von Buffer - Suchen Sie nach einigen frischen Inhalt zu kuratieren und Anteil auf Social Media? Es ist da draußen - in den Spaten! Fast zu viele Spaten, nicht wahr?


Mit so vielen Blogs zur Auswahl, kann die Herausforderung manchmal Flip von Inhalten zu finden, um die Wahl zu teilen, die Inhalte zu teilen. Wir würden gerne helfen.


Die Besten von Buffer - Bei Buffer, haben wir Glück, einige Daten für die beliebtesten Blogs zu haben, die gelesen werden, geliebt und geteilt durch Social-Media-Power-User.


Im Buffer Produkt können Sie verbinden RSS-Feeds zu Ihrem Profil, so dass alle die neuesten Beiträge von Ihrem Lieblings-Blogs direkt in Ihr Armaturenbrett gezogen werden, wo Sie wählen, und wählen können, welche zur Warteschlange hinzuzufügen.


Die Besten von Buffer - Keen zu hören, die Blogs zu den meisten abonniert? Hier ist die komplette Liste der Top-100 RSS-Feeds, die in Puffer angeschlossen sind. Hoffe, dass Sie etwas frische Inspiration und Ideen finden Sie hier! Die Top 100 Blogs zu kuratieren für Social Media Power-User.


Hier ist die Liste der Top 100 von Buffer Kunden verwendet Feeds. Es ist eine großartige Mischung aus Marketing, Technologie, Nachrichten, Gesundheit und ein bisschen Spaß, auch!


Die Besten von Buffer - Wenn Sie würden aufgeregt irgendetwas davon auf Ihre Buffer Profil hinzuzufügen oder zu Feeds zum ersten Mal ausprobieren, scrollen Sie nach unten für ein paar Informationen darüber, wie das alles funktioniert.


- 1. Puffer Social Blog - 2691 Feeds 2. Mashable - 2620 3. - 2205 4. TechCrunch - 1.886 5. Social Media Examiner - 1643 6. Entrepreneur - 1.230 7. Fast Company - 1106 8. HubSpot Marketing-Blog - 1067 9. WIRED - 998 10. Lifehacker - 846 12. Copyblogger - 835 13. Seth Godin Blog - 796 14. Venture - 699 15. Harvard Business Review 691 16. Moz Blog - 672 17. Content Marketing Institute - 590 18. The Huffington Post - 572 19. Forbes - Unternehmer - 571 20 Search Engine Land - 551 21 Forbes Echtzeit - 512 22 Schnell Sprout - 512 23 Business Insider - 505 24. The Verge - 474 25 Lifehack - 471 26 . The Next Web - 469 27. Marketing-Land - 445 28. Engadget - 421 29. Alltop -417 30. Marketingprofs - 394 31 WebMD Health - 376 32. Smashing Magazine - 372 33. Social Media Today - 371 34. Suchmaschine Journal - 340 35. Jeff Bullas Blog - 326 36. Die Kissmetrics-Marketing-Blog - 321 37. Michael Hyatt - 301 38. Small Business Trends - 300 39. Gehirn Nachlese - 295 40. Co.Design - 287 41. NYT - 287 42 Forbes Tech -. 278 43. Gizmodo - 268 44. Hacker News - 264 45. Buffer Open Blog - 263 46. MindBodyGreen - 252 47. zen Gewohnheiten - 250 48. The Daily Muse - 241 49. Forbes - Geschäft - 232 50. überzeugen und Rechnen - 226 51. ProBlogger - 218 52. Forbes - Leadership - 209 53. TEDTalks (Video) - 204 54. - 203 55. HubSpot Angebote Blog - 202 56. Apartment Therapy - 199 57. Digitale Trends - 191 58. - 188 59. Econsultancy -184 60. Unbounce -181 61. Forbes - Social Media -180 62. BBC News - Technik - 180 63. Marketo-Marketing-Blog - 175 64. BuzzFeed - 175 65 Sprout Social -1 72 66 Webdesignerin Depot - 171 67. Twitter Blog - 170 68 -169 Businessweek 69. 99U - 169 70. Online-Marketing-Blog - TopRank 168 71. Re / code - 167 72. Digiday - 167 73. PopSugar Fitness - 162 74. Forbes - Immobilien-162 75. -158 76. Hootsuite Blog -158 77. der Blog von Autor Tim Ferriss -157 78. Die Stadt Calgary Newsroom - 157 79. Geschäfts 2 Community - 155 80. Der Smart Passive Income-Blog - 154 81. Jon Loomer - 152 82. Addicted 2 Erfolg - 147 83. Houzz- 145 84. Wählen Sie das Gehirn -142 85. {wachsen} -141 86. RazorSocial -139 87. NYT Technologie -135 88. Wall Street Journal News -129 89. Ars Technica -129 90. Peta Pixel -126 91. A List Apart -126 92. Shopify Blog -125 93. Die Positivität Blog -125 94. -123 95. Simplifying der Markt -118 96. Feedly Blog - 117 97. CIO - 117 98. Mark und Angel Hack Life - 113 99. Huffington Post: Gesundes Leben - 113 100. Kleine Buddha - 113


Die Besten von Buffer - Fügen Sie Ihre erste Feed in zwei Mausklicks Feeds sind alle bereit für dich!


Die Besten von Buffer - Melden Sie sich bei Ihrem Konto Buffer finden Sie auf der Tab Feeds, und starten Sie die Suche und den Austausch von Ihren bevorzugten Websites. Feeds sind nur zwei Klicks entfernt. Sie können es jetzt versuchen.

Top 100 Blogs (Video)



Looking for some fresh content to curate and share on social media?


It’s out there — in spades!


Almost too many spades, right? With so many blogs to choose from, the challenge can sometimes flip from finding content to share to choosing which content to share.


We’d love to help.


At Buffer, we’re lucky to have some data on the most popular blogs that are read, loved, and shared by social media power users. In the Buffer product, you can connect RSS feeds to your profile so that all the latest posts from your favorite blogs are pulled directly into your dashboard where you can pick and choose which to add to your queue.


Keen to hear which blogs are subscribed to most?


Here’s the complete list of the top 100 RSS feeds that have been connected in Buffer. Hope you find some fresh inspiration and ideas here!


The Top 100 Blogs to Curate for Social Media Power Users

Here’s the list of the top 100 feeds used by Buffer customers. It’s a great mix of marketing, technology, news, health, and a bit of fun, too!


If you’d be excited to add any of these to your Buffer profile or to try out Feeds for the first time, scroll to the bottom for some info on how it all works.


1. Buffer’s Social blog – 2,691 Feeds


2. Mashable – 2,620


3. – 2,205


4. TechCrunch – 1,886


5. Social Media Examiner – 1,643


6. Entrepreneur – 1,230


7. Fast Company – 1,106


8. HubSpot’s marketing blog – 1,067


9. WIRED – 998


10. Lifehacker – 846


12. Copyblogger – 835


13. Seth Godin’s Blog – 796


14. VentureBeat – 699


15. Harvard Business Review– 691

16. Moz Blog – 672


17. Content Marketing Institute – 590


18. The Huffington Post – 572


19. Forbes – Entrepreneurs – 571


20. Search Engine Land – 551


21. Forbes Real Time – 512


22. Quick Sprout – 512


23. Business Insider – 505


24. The Verge – 474


25. Lifehack – 471


26. The Next Web – 469


27. Marketing Land – 445


28. Engadget – 421


29. Alltop –417


30. MarketingProfs – 394


31. WebMD Health – 376

32. Smashing Magazine – 372


33. Social Media Today – 371


34. Search Engine Journal – 340


35. Jeff Bullas’s Blog – 326


36. The Kissmetrics Marketing Blog – 321


37. Michael Hyatt – 301


38. Small Business Trends – 300


39. Brain Pickings – 295


40. Co.Design – 287


41. NYT – 287


42. Forbes Tech – 278


43. Gizmodo – 268


44. Hacker News – 264

45. Buffer’s Open blog – 263


46. MindBodyGreen – 252


47. zen habits – 250


48. The Daily Muse – 241


49. Forbes – Business – 232


50. Convince and Convert – 226


51. ProBlogger – 218


52. Forbes – Leadership – 209


53. TEDTalks (video)– 204


54. – 203

55. HubSpot Sales Blog – 202


56. Apartment Therapy – 199


57. Digital Trends – 191


58. – 188


59. Econsultancy –184


60. Unbounce –181


61. Forbes – Social Media –180


62. BBC News – Technology – 180


63. Marketo Marketing Blog – 175


64. BuzzFeed – 175


65. Sprout Social –1 72


66. Webdesigner Depot – 171


67. Twitter Blog – 170


68. Businessweek –169

69. 99U – 169


70. Online Marketing Blog – TopRank 168


71. Re/code – 167


72. Digiday – 167


73. POPSUGAR Fitness – 162


74. Forbes – Real Estate–162


75. –158


76. Hootsuite Blog –158

77. The Blog of Author Tim Ferriss –157


78. The City of Calgary Newsroom – 157


79. Business 2 Community – 155


80. The Smart Passive Income Blog – 154


81. Jon Loomer – 152


82. Addicted 2 Success – 147


83. Houzz– 145


84. Pick the Brain –142


85. {grow} –141


86. RazorSocial –139

87. NYT Technology –135


88. Wall Street Journal News –129


89. Ars Technica –129


90. Peta Pixel –126


91. A List Apart –126


92. Shopify blog –125


93. The Positivity Blog –125


94. –123


95. Simplifying the Market –118


96. Feedly Blog – 117


97. CIO – 117


98. Mark and Angel Hack Life – 113


99. Huffington Post: Healthy Living – 113


100. Tiny Buddha – 113

Add your first feed in two quick clicks

Feeds are all ready for you!


Log in to your Buffer account, visit the Feeds tab, and start searching and sharing from your favorite sites. Feeds are just two clicks away. You can give it a try right now.


Quelle: The Top 100 Blogs to Curate for Social Media Power Users - The Buffer Blog



Back in 2011, roughly 150 marketing technology solutions were on the market. Today, the growth of this sector and it’s options are staggering. In fact, according to Scott Brinker, the mastermind behind the Chief Marketing Technologist Blog, the martech landscape has grown an impressive 27% in 2018 to include nearly 7,000 solutions. Of course, B2B are rejoicing at the increased number of solutions at their disposal. Many have been steadily adding new tools and solutions to their martech stacks as the need arises to help streamline operations, automate the mundane, quickly gain new insights, track campaigns, and generate greater results. In other words, these tools offer big efficiency gains, giving you the time, insights, or resources to make better marketing decisions. But whether your martech stack seems sturdy or you’re actively on the hunt for new tools, you may not be keeping up with the latest and greatest tools that you have yet to tap into. Or perhaps you’re missing out on some of the great features that your current go-to tools offer. So, to help you get the most out of your martech stack and add to its effectiveness, below we highlight a handful of martech tools and platform features that you maybe haven’t thought of or haven’t heard of to drive efficiency (that can drive better results).


3 Tools That Might Be Under Your Radar


#1 - Nimble


Today, 91% of organizations with over 10 employees have a CRM system. And for B2B companies, a CRM is often a basic essential. But are you leveraging it to execute account-based marketing (ABM) programs or build relationships with your audience over social? With traditional CRM systems, this becomes hard to do as there usually isn’t a social selling or marketing function. Nimble, a social selling and marketing CRM provider that’s been improving and iterating on its product since 2009, promises to change that. After integrating with your email, Nimble identifies the contacts that need to be entered into the CRM system and matches them with social profiles. This enriches your contact information to much more than just a name, title, and email address. In addition, this social integration allows you to track how your customers are interacting with your brand over social, as well as enables you to scour social networks for potential prospects. You can also segment your customers in Nimble and send them customized email messages, increasing the effectiveness of your ABM campaigns and saving you time. Image credit: Nimble


#2 - FeedOtter*


Content marketing is no longer a shiny new object. It’s core to B2B marketing strategies. In fact, Content Marketing Institute (CMI) stopped asking marketers whether or not they use it in their most recent research report. But as a result of wide adoption, it’s a well-known fact that brands have content and lots of it—and cutting through the clutter and making meaningful connections with your audience can be a big pain point. This often requires a healthy, smart mix of email marketing campaigns, on-page optimization, social media amplification, paid social/search, and more. FeedOtter has one of the easiest and most efficient ways to consistently get your content out there, and you don’t even have to think twice about it. Through an integration with your marketing automation platform (Pardot or Marketo), FeedOtter is able to automate RSS email and send it through your ESP or marketing automation software. The tool takes your RSS content and curates it automatically into a beautiful, templated email campaign. And for a more customized approach, you can pick and choose which pieces of content you want to include in your emails to create a personalized blog digest or newsletter. Image credit: Medium * FeedOtter is a TopRank Marketing Client


#3 - RivalIQ


Competitive research is a routine task for any B2B marketer. But knowing what your competitors are publishing, how they’re interacting with customers, what their customers are saying about them, and more takes an incredible amount of time and research. However, there’s a tool that can help eliminate the need for extensive manual research. Since 2013, RivalIQ has provided competitive social media analytics that allow you to see exactly where you stand in relation to your competitors. You can see how quickly they’re gaining followers, how often they post over social, what their top messages were, what their average engagement rate is, and more. In fact, you can even see which of your competitor's posts were paid promotions, giving you insight into their social media strategy. With this information on hand, you can see if you’re moving ahead or lagging behind in performance, allowing you to make adjustments to your social strategy on the fly. Image credit: RivalIQ


4 Underutilized Features From Your Favorite Tools


#1 - BuzzSumo’s Question Analyzer


According to HubSpot’s State of Inbound 2018 Report, 55% of marketers say that content creation is their top priority. Cranking out content is easier said than done, however. You can’t just put out content for content’s sake, you need to make sure your content actually answers a customer question or solves a buyer's pain point—something we often refer to as best-answer content. BuzzSumo has been around for a while, but their Question Analyzer was just released in 2017 and it can help you ensure that the content you’re creating serves a real, specific need. Just enter in a keyword you want to target, and BuzzSumo will scour online forums, social media, Amazon, and Q&A sites to surface the most popular questions people ask using that term or phrase. As a B2B marketer, this is critical information to have that can help shape your content marketing strategy and monitor the topics and questions your buying audience is asking. And this feature can help you gather intel quickly. Image credit: BuzzSumo


#2 - SEMRush’s Keyword Magic Tool


SEMRush is easily one of our favorite search marketing tools here at TopRank Marketing. Why? They’re constantly releasing new features that help us create better content and make more effective optimizations. One such feature is the Keyword Magic Tool in their SEO Toolkit. The Keyword Magic Tool has been around for the past couple of years, however, SEMRush has been expanding the tool to make it bigger and badder than ever before. The tool’s database is now home to 7.7 billion keywords, which the company says is the largest in the world. There are now 118 country databases, too. The tool is one of our go-to resources for informing our SEO strategies or coming up with new content ideas, saving time and providing meaningful insights. Instead of having to search each individual keyword we could target, a single search in the Keyword Magic Tool will gather all of the related keywords, their monthly search volumes, their competition scores, and even filter them based on categories and questions. Image credit: SEMRush


#3 - Google Analytics’ Custom Dashboards


Google Analytics (GA) is included in nearly every marketer's toolkit in order to track their website performance, engagement, and so on. But GA is loaded with features and tools that can help you be more productive—and you might not even be leveraging them. For example, a top GA pain point can be the time it takes time to navigate through the platform to find the results you’re looking for. Plus, the reports take time to customize, load, and integrate with other data sources.This is where GA’s custom dashboards come in handy as they allow you to aggregate the data you actually care about and put it into one easy table. You don’t need to dig into several different reports to find what you’re looking for. Instead, you can create a dashboard with all of the information you need on a single page. And you can create several of them, allowing you to create segmented and tailored reports based on your specific KPIs. If you're already using custom dashboards, you should be asking yourself if you have an opportunity to do more. For example, at TopRank Marketing we have custom dashboards for each of our core services areas.


#4 - Ahrefs’ Rank Tracker


To grow your site’s organic traffic, increasing the quantity and quality of your rankings are a top KPI. But with rankings changing each and every day, your ranking performance is hard to track without a tool to do it with. Now, well-known SEO tool, Ahrefs, can track your rankings and historical rankings for you. Just last year, Ahrefs released their new Rank Tracker to help you keep tabs on your rankings and the rankings of your competitors—without an immense time commitment. This tool is especially helpful as it allows you to see your all-time historical rankings for each page of your site and even allows you to segment your rankings based on keyword group, position, SERP type, and more. Want to know how many featured snippets you have? The Rank Tracker can tell you that, too. Image credit: Ahrefs


Stacking Up Your MarTech Tools


New marketing tools and features are being constantly released, and it’s up to you to evaluate them to see if they’re a good fit for your team and your overall marketing goals. To help spare you from having to do all of the work yourself, the above tools and features are some of the most helpful that we’ve come across. For more new technologies that can help improve your marketing productivity, check out our list of 54 Artificial Intelligence Powered Marketing Tools. What emerging marketing tools or new features for old favorites have caught your eye recently? Tell us in the comments section below.


The post 7 Efficiency-Boosting Martech Tools & Platform Features B2B Marketers Need to Consider appeared first on Online Marketing Blog - TopRank®.


HubSpot Marketing Software Certification Answers 2018 PDF Download, this certification demonstrates your proficiency in the theory and practice of inbound. It tests your knowledge of inbound best practices and your ability to apply those practices using HubSpot to achieve measurable results.


Get Certified in HubSpot Marketing Software Certification Now!


True or false? The Marketing Hub uses shared contact information with the Sales Hub and Service Hub via the CRM contacts database.






Which of the following metrics are marketing teams NOT likely to report on?


Monthly website traffic


Rate of visitors converted to contacts


Rate of contacts qualified to be handed over to sales


Individual sales users’ monthly quota


True or false? The more completely you use the Marketing Hub, the better the individual tools can help you.






Keeping your database healthy and up to date should always be a priority so that you can create powerful and ___________.


contextual conversationsCMS


content conversations


contextual pillar pages


outbound conversations


True or false? When importing contacts, HubSpot automatically searches for matches with your spreadsheet columns and pairs your existing properties, such as first name and last name.






True or false? Buyer personas are non-fictional case study examples of your most successful customer.






True or false? When creating buyer personas, consider creating a different persona based on job function. Grouping buyer personas together by the goal or challenge they’re trying to overcome won’t be detailed enough to know who you’re talking to.






Fill in the blank: When linking your topic cluster together, it’s critical that you __________.


link all subtopics to the pillar page


only link the top 20 performing subtopics to the pillar page


link the pillar page to all relevant subtopics


A and C


B and C


True or false? The higher your DA, the easier it should be for your topic clusters to rank.






True or false? Only reference the core topic on your pillar page. Using synonyms of your core topic will confuse search engines on how to best rank this page.






Which type of pillar page is in the form of an ungated guide or ebook?


Resource pillar page


Guide-type pillar page


Information-based pillar page


10x content pillar page


All of the following are examples of SMART goals EXCEPT:


Have 30% of your marketing leads attend an upcoming webinar.


Have thought leaders contribute to an upcoming ebook.


Increase sales qualified leads by 20% by the end of the year.


Generate 10 customers within the first week of an upcoming product launch.


True or false? Every time you publish a blog post, you’re creating a new, unique page for your website.






Fill in the blank: For distraction-free editing, click ___________.


Zen Mode


Text-Only Mode


Draft Mode


Inline Edit Mode


Fill in the blank: To preview your post, click __________.


a – Zen mode


b – The read more separator


c – The eye icon


d – There is no preview mode


True or false? Big companies require complex page templates.






True or false? Logos are always global content and can’t be swapped out on individual pages.






How does a landing page typically gather information about site visitors?


a – Using a meetings link


b – Using a CTA


c – Using an email


d -Using a form


True or false? Pillar pages make landing pages obsolete.






What are the key components of a landing page?


Copy, form, content offer


Headline, chatbot, form, video


Headline, copy, form, image


Copy, form, video, content


What is a call-to-action button?


a – A clickable element on a website page, blog post, or email that promotes and redirects visitors to an offer


b – A pop-up form


c – A snippet of text that Google serves on a search engine results page (SERP)


d – Anybody your company communicates with in the course of doing business


Why should your call-to-action contain action-oriented language?


Because Jorie said so.


A call-to-action should inspire your visitors to take an action.


You don’t want a visitor to have to think too hard about what they can expect when clicking a button.


B and C


You should base the design of your CTA on the following:


Your buyer persona’s preferences


Your brand




A, B, and C


Why should you limit the number of form fields you use on your form?


Trick question! You should ask for all of a contact’s information up front so you can personalize every conversation moving forward.


The information you ask for should be a fair exchange for the content you’re offering.


Nobody has time to fill out a long form.


Short forms show that you don’t really want to learn more about a prospect.


Your form submission rate tracks:


a – The total number of views for all the pages your form appears on that also have your HubSpot tracking code on them


b – The total number of submissions divided by the total number of views for the form


c – The total number of times the form has been submitted across all your pages


d – The total number of times your form appears across all your pages


What is a lead flow?


a – A pop-up form


b – A bot programmed to chat with prospects conversationally


c – A clickable element on a website page, blog post, or email that promotes and redirects visitors to an offer


d – An ungated piece of content


How can a lead flow supplement a visitor’s experience?


a – By interrupting a visitor browsing irrelevant content


b – By providing additional content or value


c – By redirecting users to an interesting offer or asset


d – By collecting information that can help you immediately personalize a visitor’s experience


Lead flows are best suited to which stage of the buyer’s journey?








All stages of the buyer’s journey


You can filter your HubSpot social inbox in a variety of ways. Which one is NOT one of them?


a – By the accounts you want to see engagements from


b – By going to Twitter to see the lists you’ve created in HubSpot


c – By conversations, so you can respond to audience comments


d – By interactions or click-like engagements with content that has been published in HubSpot


What is a Twitter stream?


a – A contact list of followers you acquired from Twitter


b – A data list of keywords to monitor that appears after uploading a list of your Twitter contacts


c – A display of tweets that you developed in the social inbox to promote a specific campaign


d – A display of tweets that match pre-defined, saved searches on specific criteria


What are the three types of segments you can create in HubSpot?


Saved filters, active lists, active filters


Static filters, active lists, active filters


Static filters, static lists, opted-out filters


Saved filters, active lists, static lists


True or false? Common uses for active lists include sending unique marketing emails based on each contact’s behavior and properties.






The analyze tab for your marketing emails is most commonly used to __________.


report on your individual marketing emails


review emails before sending them out


optimize your marketing emails


analyze your email marketing channel as a whole


True or false? Your email channel works with your other conversational channels to help create conversations and experiences with the people you’re connecting with.






True or false? Marketing automation is ONLY used to automate your marketing actions.






_________ workflows will operate once a contact meets the enrollment triggers of that workflow.


a – Start from scratch


b – Center on a date


c – Center on a date property


d – Center on a sales date property


True or false? A session expires after 30 minutes of activity.






How does HubSpot calculate the source of a visitor to your site?


a – Using the initial URL a visitor uses when first landing on your site


b – Using the final URL a visitor uses when leaving your site


c – Using their social media profiles to contextualize their favorite platforms


d – Using Google Analytics


What is the reporting library?


A resource that offers dozens of canned reports built around marketing best practices


A reporting add-on feature you can buy for an additional $300 a month


Dozens of canned reports that help you dig a little deeper into your data — only currently available to HubSpot Admins


The section of your public library where HubSpot developers sit when creating the HubSpot reporting tools


When determining buyer personas, which type of information is most important to capture?


Psychographic information


Demographic information


Both are equal


Neither. Your buyer personas are actual customers you’ve worked with.


Which of the following are campaign metrics that can be tracked in HubSpot?


Influenced contacts


Closed deals


New contacts (first touch)


A, B, and C


Which sentence best describes the relationship between templates and pages?


Templates and pages are the same thing.


To create a page, a marketer must first build a new template using the design manager.


Pages and templates are unrelated.


Pages are created from templates, which can be built in the design manager or downloaded from the marketplace.


Which statement about selecting marketplace templates is most accurate?


Any template in the marketplace will be a great fit for your content.


A web developer is recommended for best results.


Learning to select the best templates for your needs can help your organization build great pages faster.


The most important consideration when selecting templates is brand alignment.


You can create a call-to-action to align with which stage of the buyer’s journey?








A, B, and C


True or false? Forms are dead.






True or false? All scheduled social posts can be attached to an existing HubSpot campaign, or you can create a new campaign with your post.






The definition of __________ is the software that exists with the goal of automating your marketing actions.


Sales automation


Marketing automation


Sequence automation


Productivity automation


There are three types of workflows you can create in HubSpot. What are they?


a – Start from scratch, Center on a sales date, and Center on a date property


b – Start from scratch, Center on a marketing date, and Center on a date property


c – Start from scratch, Center on a date, and Center on a date property


d – Start from a contact property, Center on a date, and Center on a date property


Fill in the blank: To get started with adding a buyer persona in HubSpot, look for the __________ on your dashboard.


Smart List report


Sources report


Conversations report


Top Personas report


True or false? You can collaborate with your team when drafting a blog post in edit mode.






Where should you consider inserting calls-to-action throughout your blog post?


Text-based call-to-action at the top


Image-based call-to-action at the top


At least one call-to-action per three paragraphs of text


A and B


A, B, and C


True or false? A list and a report in HubSpot accomplish the same actions and goals.






Marketing Hub users will frequently use which of the following menus in HubSpot?










All of the above


Which of the following options reflects the correct sequence for establishing goals with your team?


Specify Tactics -> Define Business Goals -> Identify Indicators of Success (KPIs)


Identify Indicators of Success (KPIs) -> Define Business Goals -> Specify Tactics


Define Business Goals -> Specify Tactics -> Identify Indicators of Success (KPIs)


Identify Indicators of Success (KPIs) -> Specify Tactics -> Define Business Goals


Define Business Goals -> Identify Indicators of Success (KPIs) -> Specify Tactics


What is the definition of contact management?


a – A strategy that focuses on using only a marketing software to easily store and source a contact’s information, including their name, contact history, email information, and more


b – A strategy that focuses on using a software program to easily store and source a contact’s information, including their name, contact history, email information, and more


c – A strategy that focuses on using a software program to easily store and source company information specific to making a deal in HubSpot CRM


d – A strategy that focuses on dividing marketing and sales to separate contact information and store it separately in a software platform.


________ software is the foundation for storing all the information you have on the humans you’re connecting and building trust with.


a – CMS


b – CMC


c – CRM


d – CMR


Which parts of your organization can benefit from buyer personas?


Marketing team


Sales team


Services team


A and B


A, B, and C


Most organizations target how many buyer personas?








At least 10


All of the following are components of a topic cluster EXCEPT:


Core topics, which will take the shape of your pillar page


Subtopics, such as blog posts or videos


Distribution channels, such as YouTube or Twitter


Internal hyperlinks


All of the following are examples of on-page SEO best practices to consider when optimizing your pillar page EXCEPT:


a – The core topic is featured in the URL


b – The core topic is featured in the H1


c – The core topic is featured in a video at the top of the page


d – The core topic is featured in the image alt text


All of the following are ways you can report on a campaign EXCEPT:


In the campaign itself


In campaign analytics, under the reporting tool


Both of the above


None of the above: Campaign reporting is a default option in the marketing dashboard


All of the following are examples of how you can export campaign data EXCEPT:


a – XLSX


b – XLS


c – PDF


d – CSV


All of the following are tools you can connect to a HubSpot campaign EXCEPT:






Content strategy




True or false? You have up to one week to edit the name of a campaign.






What type of file can you import in draft mode instead of starting a blog post from scratch?


Word doc


Google doc


Evernote file




Which of the following tasks can be performed in settings?


Managing navigation


Setting a logo


Choosing system pages


Setting a favicon


All of the above


Which sentence best describes collaboration in the CMS?


The HubSpot CMS should only be used by one person at a time.


Delegation and organization are integral to managing web assets in the HubSpot CMS.


The HubSpot CMS automates collaboration so you don’t have to worry about it.


Marketers should defer to developers when it comes to CMS decisions.


What are the elements of a traditional conversion path?


Chatbot, live chat, messaging app


Landing page, form, chatbot


Landing page, form, CTA, thank you page


Thank you page, messaging app, CTA, landing page


When should you ungate content?


Contextually — ungate content when it makes the most sense for your business.


Always — forms are dead.


Never — pillar pages are a fad.


To gate or ungate is an illusion.


Why is it considered a best practice to include an image or video on a landing page?


a – Images give visitors a tangible idea of what they’ll receive.


b – Images make landing pages much more visually dynamic.


c – Images can tell complex stories faster than words can.


d – A, B, and C


What are/is the area(s) you need to consider when building a call-to-action?








A, B, and C


A call-to-action button is also known as a:


a – ATC


b – CTA


c – CAT


d – TAC


True or false? You can use your HubSpot CTAs in externally hosted content.






True or false? You should always disable cookie tracking on forms, unless you have a specific use case in mind.






What is a form submission notification?


A notification that your form has successfully published to your site


The code you use to embed your HubSpot form externally


A notification that is emailed to a set list of recipients when a visitor submits a form


The HubSpot tracking code installed to track and store your form submission data in your CRM


Where is information collected by your form submissions stored in HubSpot?


Buyer personas


Your reports home


Deal records


Contact records


What is the advantage of using a form?


Forms help you gauge how interesting a piece of content is to your target audience.


Forms can help you disqualify leads.


With forms collecting information for you, you no longer need to talk to sales.


Form submissions can be used to boost the vanity metrics of your site.


What’s the difference between a form and a lead flow?


Experience — forms are inbound. Lead flows are outbound.


Location — forms only exist on landing pages. Lead flows only exist on pillar pages.


Forms can be used in the awareness, consideration, and decision stages of the buyer’s journey. Lead flows are only used in the decision stage of the buyer’s journey.


Experience — lead flows are a CTA, landing page, and thank you page all in one. Forms are part of a larger conversion path.


What are the two most important things to keep in mind when developing a HubSpot social media strategy? Choose two:


Using a free tool to develop great content


Knowing your buyer persona


Mapping your business goals to social objectives


Adding social media links to your website header and footer


Connecting your social media accounts in email


What is the definition of segmentation?


Creating filters for your contacts based on similarities


Creating a segment based on buyer personas


Breaking up your contacts into smaller groups of similar people


Creating a static list based on an imported list of contacts


What are three examples of segments that every business should ideally have?


Subscribers, leads, customers


Leads, prospects, opted-out customers


Subscribers, customers, users


Unsubscribers, users, customers


Quickly viewing a segment of your database right from the contacts, companies, deals, or tickets dashboard is an example of which type of segment?


Active list


Saved filter


Static list


Saved list


True or false? You can test your marketing emails in different email clients from within the email editor.






When drafting an email, why would you enable a web version of your email?


Enabling a web version of your email gives recipients the option to open the email in a web browser if their email client doesn’t render it correctly.


Enabling a web version of your email helps you create SEO with your email copy.


Some email clients require a web version to render marketing emails.


You should not enable a web version of your email. This is not a best practice.


True or false? You can set a workflow goal on the main workflows dashboard.






When should you report on your marketing campaign performance?


Before a campaign


After a campaign


Throughout a campaign




What is key to the success of your reporting?


Setting the right goals


Identifying the correct success metrics


Having the correct analytics in place


A, B, and C


What is a session?


a – A session tracks if the HubSpot tracking code has loaded on a page.


b – A session tracks all the interactions a visitor is having across your site until they have been inactive for 30 minutes or more.


c – A session is anytime a visitor reaches your site from somewhere outside of your website domain.


d – A session is anytime a visitor shares one of your pages on social media.


True or false? Choosing to not use the Marketing Hub blog tool to host your blog will make your Marketing Hub campaign reporting less comprehensive.






Which is NOT an example of demographic information that can help bring value to your buyer persona research?


Age range


Geographical location


Shoe size


Income range


Fill in the blank: Strive to choose a core topic with a monthly search volume that’s at least __________.










True or false? All assets should be built before creating a campaign.






Which of the following is a feature available to you in draft mode?


Adding a call-to-action


Italicizing text


Inserting an H2 or H3 header


Calling out a quoted sentence


True or false? When creating a new page in the CMS, it’s important to choose your title carefully since it will automatically become the HTML title of the published web page.






What is a landing page?


A single page that covers all aspects of the topic, with room for more in-depth reporting


A pop-up form


The page typically encountered first on a website that usually contains links to the other pages of the site


Website pages that are designed to convert visitors into leads


In the HubSpot email dashboard, there are two types of tabs that give you more insight into how your emails are performing. What are they?


Manage and Report


Manage and Analyze


Post-Send Details and Report


Analyze and Report


What are the three ways you can add recipients to your marketing emails?


a – Add a list of contacts, add individual contacts, or save the email as a sales email.


b – Add a list of contacts, add individual contacts, or save the email as a services email.


c – Add a list of contacts, add individual contacts, or save the email for automation.


d – Add individual contacts, save the email for automation, or save the email as a transactional email.


What were the original stages of the inbound marketing methodology?


Get Found, Close, Analyze


Get Found, Convert, Analyze


Convert, Close, Delight


Convert, Delight, Analyze


Which of the following should you do before setting new KPI goals?


Identify current performance for your KPIs.


Create a project plan to meet your goals.


Identify your areas of opportunity.


All of the above


True or false? You can import contacts into HubSpot that are opted-out of communication.






True or false? Lead flows are outbound.






A(n) _______ list can help you gain an understanding of contacts who met a certain criteria on a particular date. Then you can look back at that list later and see contacts who may no longer meet the criteria.










Get Certified in HubSpot Marketing Software Certification Now!


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falcon 9 infographic, you could fall for the old De Beer's trap and drop 1/6th of your annual salary on a set of rings, of course.


But the very instant you paid for them, they'd be worth less than half that. Which is stupid and basically the same as throwing money away. And since you can get any shiny pretty thing you could basically ever want made of equally beautiful but "less valuable" materials, there's no reason to throw money down a hole.


Diamond engagement and wedding rings are, regardless of convention, not actually marital assets, nor have they ever been: they're social props that tell people you're partnered. They have very little monetary value even if you do throw heaps of income at them; love can't be measured by the cost of a piece of jewelry anyway. Rings are about style and sentiment. Get what you like. Don't waste money on it. It's that simple.


And as for longevity, I have a sterling silver ring I've been wearing -- every single day -- for just shy of two decades. It remains intact and functional. I could very easily leave it to someone (if I don't lose it first!). The rings in this picture may not be made of expensive materials, but they're still made of metal and [artificial] diamonds, and will last longer than I will.


Not that they need to! There's no reason to be stuck with one ring and one style for the rest of your life. These rings -- a round-cut 1.25 carat CZ solitaire in sterling silver, and a stainless steel band with 3mm channel-set CZ stones -- are completely gorgeous, exactly the style I wanted, and together with shipping they cost under twenty bucks.


I could have ten sets at that price, and still be way ahead of any diamond-buyers! "Real" rings like these? Would have cost many thousands of dollars and been worth only hundreds the minute we left the jewelers'. So screw that.


When I told him I wanted costume rather than "real" jewelry, he said it was further proof of our compatibility and expressed his admiration for my level-headedness. This is a person who gets up two hours early to drive me to work, who rarely lets me carry groceries (and even then only one or two of the lightest bags), and is thoughtful and affectionate every single moment of our lives together. I see no reason to make him prove his "love" (read "financial solvency") by wasting our money on jewelry I'll probably get bored of.


Viva la cheap rings, I say!



In the inaugural episode of Marketers Talking Marketing Over Coffee, we have Rand Fishkin, the Founder and Wizard of Moz. For over 15 years, Rand has been a pioneer in the SEO industry, being a voice and sharing his observations when no one else did. We spoke to him to gain some of those insights.


Video Transcription


Adam Heitzman: Hello everyone, welcome to Marketers Talking Marketing Over Coffee. I’m pleased to have Rand Fishkin as our inaugural guest. Rand is the founder of Moz and a thought leader in the digital marketing space, and has been for the last 10-15 years.


Rand, thank you so much for being here today. I’m very excited to have you. Many marketers know who you are, but for those that don’t can you give me a brief introduction about yourself?


Rand Fishkin: Sure. Thanks for having me, Adam. Glad to be here.


So, I started a company that eventually would be called Moz. Started that company back in 2003 with my mom, Gillian, and over the next 10 years/15 years that company became one of the fastest growing softwares and service marketing companies, certainly in North America, maybe in the world. And then, a few years ago I stepped down as CEO. And for the next couple of months I’m still an individual contributor at Moz to product strategy and marketing those kinds of things. And, then I’ll actually be starting a new company in a couple of months here.


And, I’ve done a bunch of other things, I’ve co-founded with Dharmesh Shah from HubSpot. And, a lot of folks know me from Twitter and from my personal blog, as well as lots of speaking events and travel around the world.


Adam Heitzman: Awesome. Well, you know the purpose of creating this particular video series in general was really, with social media out there, and there’s so much noise, it’s often difficult for brand new marketers that are just coming in to, not only the digital marketing space, but the marketing space as a whole to identify and learn from true experts. There are a lot of people that come out and say, “Hey we’re an expert.” And, you never know who to believe and who not to believe.


So, kind of what the premise of this video series is, is to interview well-known thought leaders in the industry, so that we can provide that resource to those newfound marketers.


Rand Fishkin: Sure, sure, that makes sense. I don’t know if I’m an expert, but I’ve made many, many mistakes and hopefully I can help folks not make the same ones I have.


Adam Heitzman: Well, great. My first question for you, and it’s one I’ve always kind of wondered myself having followed you for so long: Who would you consider to be your single biggest influencer as a marketer?


Rand Fishkin: Oh, gosh. That was a great question. I think probably … it’s hard to say that it’s not family, right?


I think, in my case, probably my biggest influencer in my life is Geraldine, my wife. And, that certainly had a big impact on me professionally as well. But, outside of that, in the professional space, I think one of the people that I followed very early in my career and for a long time, and then have had a sort of friendly acquaintanceship with over the last few years is Seth Godin.


And, he and I share a lot of beliefs of how marketing can and should work, right? That relationships are there to be earned. That, one of the best ways to sell is to not sell anything, that being unique and having uniqueness as part of your product and brand is a wonderful way to stand out. And that building a small and passionate tribe is more powerful than having a big audience that doesn’t care much about you.


Adam Heitzman: Sure.


Rand Fishkin: So, there’s a lot of ethos-sharing that he and I have.


Adam Heitzman: Right. And that makes a lot of sense. And, you know honestly, Seth is somebody obviously that I follow a great deal about. I guess he just recently did a keynote speaking event, and I can’t remember the event was, and he spoke to a lot of those same concepts that you just mentioned. And, so yeah, he’s a great follow.


Not to take away from that. I honestly thought you were going to go, just based off my past experience of seeing you, and talking, that you were going to talk about your mom. And, I know that she’s probably been a major influence on you as well.


Rand Fishkin: Absolutely.


Adam Heitzman: One of the things that I recently re watched, an interview that you had done on Mixergy as well from years back. And, for those that haven’t seen it, I’ll link to it in the diatribe below. But, in that interview, you opened up about … in that consulting business that you had, you and your mom were working together on, that you ended up in almost $500,000 in credit card debt.


Rand Fishkin: That’s right.


Adam Heitzman: What did you learn about those mistakes from that timeframe. And, how did you use that from a positive standpoint to make sure you didn’t follow down that same rabbit hole with Moz?


Rand Fishkin: Well, so that company is the same company that became Moz eventually, right? I mean, we shuttered the old company and sort of started a new one, a new LLC at the time. But, it was merely a continuation of the same services we’d been providing to clients and that kind of thing.


The biggest lesson there was just that there were a lot of things that we tried that we thought would be effective to earn us business or retain customers, and they were not, because I think they were just window dressing. So, “Let’s get fancy office space. Let’s make sure we have a substantive staff,” which at the time meant five people instead of the two of us. “Let’s make sure that we’re going to trade shows and setting up booths.”


And, I think in each of these cases what we learned is you can have a scrappy, cruddy office above an old, dingy movie theater, which is where we moved to, and it was plenty loud. But, that doesn’t matter as long as your work is good, right? And, you don’t have to go to trade shows and exhibit in the booth if you can produce content that is so interesting and useful, and valuable that you’re invited to speak on the stage.


And, you don’t need a big staff so long as you, yourselves can accomplish the work, right? And, you can wait to hire until you have the clients and the money coming in.


So, a lot of things about the basics of operating a business that I think we didn’t get right. I don’t think there’s a ton of deep, powerful learnings there, other than, “Well, I was real young, and real dumb.”


Adam Heitzman: Right, yeah. And, I think you pointed out a couple things that kind of really resonate with us as well. And, ultimately it comes down to better understanding your clients and your customers, so that you can produce those results for them.


Rand Fishkin: Yup.


Adam Heitzman: Again, it’s less about the flash. It’s more about, at the end of the day, what can we do to help you achieve your goals, right?


And, so obviously Moz is in the software as a service business. And, knowing that, what strategies or tactics have you guys used to better understand your customers?


Rand Fishkin: Gosh, yeah. Well, I would say a lot of things over the years, And, I’m going to have more familiarity with this a few years ago, and they’ve actually passed them in the last couple months.


Some of the biggest and most powerful for me, were spending real, in-person time doing work alongside the people who are our customers. Or, who wanted to be our customers.


And, so one of the more outlandish things I did on this front was I spent a week in something that a friend of mine and I did called CEO Swap. So, basically Wil Reynolds, the owner and founder of an agency out in Philadelphia called SEER Interactive, I think they’re probably around 130/140 people now. I think they were just around 75 when I was CEO for a week.


We lived in each other’s houses for this week. I took care of his dog. I went to his charity events and I went to work, right?


Adam Heitzman: So, you went all the way?


Rand Fishkin: I answered his email, I was on all of his phone calls. And, I got training from his team and spent real time digging into client projects for them. And, that helped me to see a lot of things of how they did their work, what kinds of software and tools they used, when they didn’t use tools, what manual processes could be replaced with automated ones, what data they needed, how they investigated whether data was accurate, all those important things. I think being able to empathize with your customer by having their same problems is a really powerful thing.


I don’t know that I have anything better that I’ve done over my career to get inside the heads of our customers than that.


There’s lots of other things that we do. I mentioned to you early on that I do a lot of conferences and events, and certainly when I’m there I try to spend a lot of time watching other speakers, seeing what they’re talking about, and using and showing off. As well as talking to folks in the audience and see what they’re doing, stopping by booths and seeing what software providers are offering and those kinds of things.


Moz also has a formal usability testing program, where we invite folks into the office and we also remote screen-sharing usability tests and surveying and all the sorts of things that you might expect of a mid-size software company.


But, I really like having those personal relationships. I think there’s no substitute.


Adam Heitzman: Yeah. Absolutely. And, then you’re able to take all of that information and use that not only to develop the products, but actually market it to the correct audience, speaking to those pain points that you’ve learned along the way.


Rand Fishkin: Yeah. Hopefully. I think one of the tough things is, and I think this is just the way people are wired. As an organization scale, it starts to build processes, and a lot of the times the processes require like statistically significant data.


So, we conducted ten usability tests and two people told us that this wording, this language was confusing for them, or they didn’t know what it means. And, so that crosses our threshold of, “We need to change it,” as opposed to, “Well, I spent a ton of time with these people, everyone will get it. We’ll be fine. This is the right language to use.”


And, getting for us to trust intuition over data over design process is very easy when you’re small, and very difficult when you’re larger. So, I think that one of the things that I would say for product designers and folks who want to build something in the software space, and even for marketers who are trying to build projects for their clients, you have to decide how much you want to be artistic and internally driven by your preferences and know how, and how much you trust yourself or your team to do that. Or, how much you want to build process into the system so that you have more statistical types of data and rules around those.


And, I’m definitely somebody who operates better in the, “Strong intuition, in my opinion is better than a data heavy process.”


Adam Heitzman: To each their own I guess.


Rand Fishkin: But, scholars disagree, right?


Adam Heitzman: One of things that I always wondered, I’ve been in the SEO industry now dating back to roughly 2004/2005. And, back then, even before then, everything was so secretive.


Rand Fishkin: Yup, I remember that.


Adam Heitzman: It still, to some extent is, but one of the main reasons that I’ve grown personally in the digital marketing and SEO space is because of you.


Rand Fishkin: Thanks.


Adam Heitzman: You were arguably the first public figure to be open about what works and what you’ve learned along the way. And, so first off, thank you.


In some ways, do you feel like that transparency that you’ve instilled has been a marketing tactic that’s actually helped Moz grow to what it is today?


Rand Fishkin: Yeah. I mean, I would say transparency has strengths, it also has plenty of weaknesses and drawbacks too. The reason Moz did it during my tenure there was not because it was a tactic or it was strategic, but because it was a core value.


Adam Heitzman: Sure.


Rand Fishkin: And, I think a core value is something that you aren’t willing to sacrifice even when it harms the company, you value it above money, above growth. And, that is certainly true for us and transparency. Well, I should say was true for us and transparency.


I think as Moz is evolving in the future as I move onto other places, I think that might change for sure.


It’s a tough call. So, I think the transparency, by being very open, especially early on in the SEO world when things were so secretive, when so few people were willing to be transparent about what worked and what didn’t and why, and the how’s behind things. Google was extremely secretive, the other search engines were too ’cause they were all in this war against each other. And, so they didn’t want any of their secret sauce leaking out. That time period made it incredibly frustrating to learn the practice of SEO and to know if you hired a good SEO, if you trust the person that you had hired to do SEO. And, search was this incredible channel, and still is this incredible channel for driving traffic, but was so obscure and inaccessible that Moz’s … at the time, my personal blog’s transparency really made a huge dent.


It’s been interesting to see. There’s drawbacks to that too. So, over time Moz’s has had a number of copy-cat competitors. And folks get into the field because they sort of saw … and we published our revenue numbers, we published all of our metrics numbers, we published exactly how we collect all of our data and what we do. And, so we’re a very, very easy company to reverse engineer. And, I think certainly some folks took advantage of that, some have even built on top of it very effectively.


But, this was a trade off we were always going to make. So, it’s something for everyone to choose, but can transparency be a great marketing tactic? It can.


Adam Heitzman: Honestly, from my perspective, I think it’s helped you guys tremendously. Obviously that is what drew me to you guys, that’s what drew me to you. I’ve appreciated it through these years.


Adam Heitzman: According to the Moz reader survey, I think y’all just did, what a week or two ago?


Rand Fishkin: Yeah, A few weeks ago.


Adam Heitzman: One of the greatest difficulties faced by SEOs particularly is explaining its value and also properly setting the expectations of the results. I know it’s something we deal with as an agency on a daily basis ourselves. And, so I’d love to hear from your opinion how can this be done effectively.


Adam Heitzman: It’s like a million dollar question, but-


Rand Fishkin: I think one of the challenges is so much of digital advertising, where you pay and traffic comes to you, is incredibly measurable because the channels that offer it. So, Google’s Ad platforms and Facebook’s ad platforms and Twitter’s and all the rest, they have a huge vested interested in making sure that you can clearly, obviously see and easily calculate the return on your investment.


Organic is just the opposite. Google wants to make that very difficult for you to invest in, so that you’ll spend money on paid search instead, and not try so hard to game their systems and not try so hard to write because they kind of prefer that you just took a hands off approach and let them figure it out in a lot of ways.


So, this is an adversarial form of marketing intelligence that we’re trying to get to. And, that’s at the core of the difficulty.


So, for example, every time Google sends you a visitor in AdWords they will tell you exactly what keyword that visitor searched for, what position you were when they clicked on you, which version of your ad was showing, what they did on your website after that visit, all these things.


If they come from organic search, they’ll tell you, “Well, they landed on this page.”


Adam Heitzman: Right.


Rand Fishkin: The rest is up to you. Like, “Good luck with that.” They took away keyword data through the “Not provided” fiasco, which is a bunch of hypocritical crap. But, the way to get this data back is to build sophisticated models, unfortunately that requires some investment, but it is totally possible.


So, in the weeds of it, we can say, “Hey, look we can show you when visitors come to your website from organic search. Here’s what happens next. Here’s the percent of them that come back for a second visit, or come back for more visits in the future. Here’s what percent of them eventually make a conversation, actually buy something or give you their email address, or sign up, or do whatever it is you want them to do on your website.” And, so now we can quantify organic search as a channel and say, “Hey, all organic search is valued at X.” And, we can try to get more sophisticated by reversing out branded search keywords, the ones for which your homepage, or product pages are most likely come up versus the non-branded searches where you’re really competing against everyone else in those.


As you get those levels of sophistication, you can show that data more and more clearly, but I think the process of explaining this to clients is the tough one. It’s that first conversation of, “This will be hard to measure. We’re going to have to do a lot of work to do it. Because it’s hard to measure, fewer people will invest in it. That means the competition is less, and the potential return on investment is much higher than it would be with paid search or any other form of paid advertising.” And, convincing a client to “say, Oh my gosh, you’re right.” That’s such a powerful opportunity because it’s so difficult to measure. I think that’s where the eureka moment can come in.


But, you have to earn that buy-in through those early conversations. It has to be sort of a strategic thoughtful exercise whether they get their minds over it at the highest levels of the company so that they believe in you and they say, “Yeah, we’ll give you six months to show the ROI that you’re going to show.”


Adam Heitzman: Sure, I think that’s one of the things too, and that’s not just with us, I think that’s the case with pretty much any agency out there. It’s all about having those conversations on the front end to be able to set those expectations. And, sometimes the client might not be worth, or may not be the right client for you, right?


Rand Fishkin: Right, absolutely. I think one of the great conversations to have early on is to say, “Now, you’ve got this budget, we can invest it in paid channels, they’re high competition. The ROI will be lower, but it will show you returns right away, and we’ll be able to track in detail everything that is producible.” So, if you’re very addicted to those numbers, you need it early on, you need to be able to show returns really quickly, let’s do paid.


However, if you’d like to have a conversation about organic, just be prepared, it’s going to be three to six months of investment before it starts to show return. It’s going to be tough to measure. We’re going to show a lot of correlated metrics, but it’s not going to be directly causal the way paid is, because we can’t track on a one-to-one basis in the same fashion. So which one do you want to invest in?


Adam Heitzman: Sure.


Rand Fishkin: And, having them choose, “No, we want the lower ROI channel that makes us feel more secure.” Or, “yeah, we’re up for the challenge, let’s take some risk, let’s go for this bigger opportunity.”


Adam Heitzman: Yeah, and actually I think just yesterday you had posted all that data from Jumpshot. And, so it appears that organic is still far superior to the paid in terms of … even with Google’s recent changes on adding a forth ad to the top and moving it from the right reel to straight on top. That organic is still leading the way by a vast margin.


Rand Fishkin: Yeah, I think this is the fascinating part of Google’s journey over the last 15 years is that while Google has gotten more and more aggressive about the advertising, where it appears, how subtle it is compared to the organic results, all those other kinds of things, the click-through rate at least broadly speaking on ads versus organic has remained really similar. So, I showed charts yesterday that were basically over the last two years we’ve essentially had a stable amount of paid clicks per 10 search queries across, at least in the US where the advertising is most aggressive.


And, organic results, it was I think around 7 clicks per 10 queries, and now it’s down to about 6.6 or 6.5. So, it’s a little bit lower than what it was two years ago, but still 20 plus times as much as paid.


Adam Heitzman: Sure.


Rand Fishkin: So, someone says to you, “Oh, I really want to invest in search. Should I do paid or should I do organic?” I think the smart answer is probably both. But, just be aware that paid drives across google 5% or fewer of the clicks that organic does.


Adam Heitzman: Yeah. I think one of the connections that you made kind of leads to one of my next questions. Is that, even though there was a drop slightly in terms of … from 7 out of 10 down to 6.6. Now, some of that correlation is due to some extent featured snippets and providing those answers on the front end and users not having to click on the listings themselves. Is that correct?


Rand Fishkin: Yeah, yeah. That’s right. So, it’s not that people are clicking on paid more, they’re clicking on paid just about the same amount, it’s that they are clicking overall less, because Google is answering so many queries right in the search results.


So, the percent of searches without any click has gone up, I think about 20% over the last two years. And, it’s now just under half of all queries are essentially solved without a click.


Adam Heitzman: Right. Now, I’m asking you to kind of put your Nostradamus type of hat on here. Obviously with voice search in its infancy, what role do you think it’ll play in the future? Meaning, do you think it’ll start accounting for a larger portion of queries than what it does now?


Rand Fishkin: My perspective on voice search is that I don’t really care, and it doesn’t matter.


The reason being that whether you input your … If I take my mobile device and I type in my query or I say, “Okay Google, what is blah blah blah.” If they show me results on a screen, a desktop, a laptop, a mobile screen, a tablet screen, whatever it is, it doesn’t matter how the query was inputted. What matters is how the query results are output.


Now, what I worry about, what I have great fear is voice answers. So, voice search, doesn’t matter. Voice answers, I think that’s a real cause for concern. And, basically one of the reasons that we looked at Jumpshot data and asked them to collect it is cause we want to say, “Hey, over the last two years we’ve seen a huge rise in voice answers,” Voice applications, Alexa, and Google Home, and all these kinds of things. And, so we want to know are searches that results in a screen of results, are they going down over time? And, the answer is no, they are going up. We’re about 15% higher year over year, this year than last year, and last year than the year before. So, growth continues. And, it looks to us like voice answers and all these home devices and all these sort of things are additive, not cannibalistic.


Which, interestingly that’s the same thing that happened when mobile came out around desktop. So, desktop and laptop searches they plateaued in about 2012/2013, somewhere around there. And, they’ve been growing, but only very, very slightly. But, mobile has continued to grow very dramatically. And, I think we’re going to see the same thing with voice answers. That search will plateau, it’ll level off, I don’t know if the growth rate will stay 15%, maybe it’ll drop to 10%, whatever it is. But, I suspect voice answers will just be additive on top of everything else already.


Adam Heitzman: Okay, that makes sense. For a great deal of time, and probably still links have always one of those larger ranking factors in Google. Do you feel like, obviously you termed that phrase “User task accomplishment,” do you feel like that is starting to overtake or has it already overtaken the power of links? I feel like there is a good balance that you kind of have to have a strong correlation of both to succeed online now.


Rand Fishkin: Yeah, I absolutely agree with that. You need both to success. Right now, links, at least in competitive search results are still a big differentiator. So, thinking or assuming that you don’t need links, so you can stop caring about them is a fallacy. That is even more true in non-English language Google search. So, you get outside the US, UK, Canada, Australia, New Zealand you’re gonna find that it’s even more the case that links are the overwhelming ranking factor in a lot of these places.


But, that being said, I do see search or task accomplishment as on the rise. Certainly three years ago we were barely thinking about it, and today I think any SEO who doesn’t include it as part of their on-page optimization strategy is doing themselves or their clients a disservice.


So, we’ll see over time. One of my suspicions is that a good way that Google figures out why their page solves a searchers query comes from the links. Right, So by solving searchers queries well, you earn links that Google can interpret as votes for, “This helps me accomplish this task.” So, I’m not sure that those will ever become entirely disconnected. But, I think we still have … I can’t imagine we have less than 3 or 4 years left where links continue to be a very powerful signal.


Adam Heitzman: Sure. One thing that we specifically, and I’d love to kind of get your input on it, just from having run Moz for as long as you have, one of the things that we sometimes have difficulties with, especially as we hire new employees, or even employees that stay with us for some time, it’s the internet marketing industry as a whole changes so often. There’s a lot of new data, new information that’s constantly coming out. For example, two/three weeks ago obviously Google’s changed to expanding the snippet count to roughly 300 or so. With all these changes happening so often, how do you communicate, or did you communicate that and build that in your infrastructure for your staff to be able to stay on top of these ever changing trends so that they were able to build things, different software solutions to meet the needs of that. Or, anyone that was dealing with some of your customers. Can you kind of talk to that for a little bit?


Rand Fishkin: Yeah. So, I think we had basically at Moz there’s two communication channels that are heavily used for those types of discussions. One is Slack, where there’s a few different channels depending on which group you want to talk to. And, the other one is there’s email lists one of them is SME’s- Subject Matter Experts- which basically just means SEOs now.


And, a bunch of folks are on that list, and they’ll take discussions and they’ll push conclusions or research or whatever over to product.


And, then the other one is Industry, there’s an industry alias that sort of talks about what’s going on in the industry, what’s the news. Those sorts of things.


And, and that has been reasonable for Moz. One of my regrets in building the company, is I wish that I had hired staff and trained a much more significant percentage of the company around SEO specifically. One of the great things that Moz did is hired high-quality people in a lot of their areas of expertise. So, great designers who understand the world of UX and UI, great product people who are good product managers, engineers who understand technology, and those kinds of things. But, upgrading their knowledge and passion for SEO has always been a struggle. And, I remember for years I’d give like seminars about SEO as Moz and attendance was very poor, let’s say. A handful of people would come to that sort of thing.


It was interesting how building an SEO software company people cared about the software, a lot of the other aspects, but not as much the SEO portion.


Adam Heitzman: Right. Well, interesting.


Rand Fishkin: Yeah.


Adam Heitzman: One of my last questions for you is: For those new marketers that are just beginning their careers or just starting out. What advice can you give them as they begin their careers?


Rand Fishkin: Yeah, I think one of the smartest things that you can do for your career today, particularly if you’re in digital marketing is to specialize. And, that is to say, find an area where you have some personal passion, develop some unique skills and experience in that area and work to build a network and a reputation that broadcast and amplify that niche experience. So, I think it’s really tough to say today, “I’m in an expert in SEO,” and have everyone say, “Oh, okay. Well that person is very authoritative in SEO.” It is much easier to say, “I am an expert in early stage consumer startup SEO.” That is a unique niche. There’s plenty of companies in that space. But, it’s a hard one to tackle, it requires whole different skillset than B2B or later stage or agency side or consultant stuff. That is clearly a specialization, and if consumer businesses are what you love and you love those early stage and being very scrappy and designing sort of a content strategy from scratch, an SEO strategy from scratch and you’ve got some people that you’ve worked with you can point to and say, “Hey, they’ve been successful, so yeah I can do this.” That’s a really powerful thing for your career, and I think that can certainly help you accelerate a trajectory for what you want to accomplish in your professional life.


Adam Heitzman: I think that makes a lot of sense. You can’t be everything to everybody, right?


Rand Fishkin: Yeah. Especially as this world gets bigger, and bigger and more dense with talent, it’s tougher, and tougher to stand out in a field like digital marketing, or SEO, or social media marketing, or content strategy, or whatever it is. But, specialization is a great way to do that.


Adam Heitzman: Awesome. Well Rand, that’s all I had for you today. Thank you so much. It’s been an absolutely pleasure and honor. I know you’re leaving Moz in few months and starting on your new venture. So, good luck with everything. Obviously we’ll keep an eye on yeah. I know you also have a book coming out, is that true?


Rand Fishkin: That’s right. Lost and Founder is coming out in April.


Adam Heitzman: Awesome. Okay. Well, we’ll be on the lookout for it.


Rand Fishkin: Awesome. Thank you Adam. I appreciate it, take care.


Adam Heitzman: Thank you Rand, appreciate it. Take care


The post Marketing Insights from Rand Fishkin: The Wizard of Moz appeared first on HigherVisibility.

Twitter in Real Life: The Follow Back

"Just because you followed me home doesn't mean I'm following you back."

Hubspot's new EMEA HQ at Dublin in 2020

No. 1 Sir John Rogerson’s Quay

Dublin City Centre.


Combing old & new, a restored Dublin tramway entrance leading to an open plan six story glass showcase, best admired at night.

At the Hub Spot.


Downtown Des Moines, Iowa.

Monday, October 26, 2015.

Artist's rendering of the Lunar Module's descent and landing, possibly published January 18, 1967.

As was often the case during LEM development, this is a latter version of an earlier (1963) concept artwork, updated/modified to reflect the latest external design changes.


Per the above dated issuance:


"Apollo Moon Mission Sequence 5 -- With one

astronaut remaining in the CSM in orbit around the moon, the other two crewmen descend to the lunar surface in the Lunar Module."


Finally, the verso bears the same numbering format, “P-XX”, of the illustrations in this latter North American Rockwell news/press publication, with a near equivalent of this image labeled as P-27:


The parent site to the above is also most impressive:

Credit: David Meerman Scott


As an aside, I do believe Mr. Scott used this photo (specifically, the far left panel) of mine in his splash page:

"MEN ON THE MOON -- When America's first two-man team lands on the moon, one of their first tasks will be to obtain a sample of lunar materials as quickly as possible in event they have to make an emergency takeoff. If things go well, they will spend 25 hours on the surface, gathering up to 80 pounds of rocks, dust and other material to be put into vacuum-sealed containers. The artist's concept shows one astronaut gathering samples from a crater while his companion watches from the Lunar Module. Later, the two will roam up to 300 feet from the craft, working on a "buddy" system, to plant several measuring devices on the surface which will radio information to Earth."


Preceding description taken from an Associated Press caption of the same photo, which was apparently also used in a March 17, 1968 APN article, "The Moon: What We've Learned", written by Howard Benedict.


By 1968, I would’ve expected hand tools to have been depicted. Artistic license? Or, since it's the contingency sample that “Neil" is grabbing, the KISS principle may have been applied.


Gotta love those neat - literally - craters.


The verso bears the same numbering format, “P-XX”, of the illustrations in this latter North American Rockwell news/press publication:


The parent site to the above is impressive:

Credit: David Meerman Scott


As an aside, I do believe Mr. Scott used this photo (far left panel) of mine in his splash page:

Giannii Calvert (@giannii), Derek Overbey (@doverbey) and Brian (co-founder of Hubspot)

Laura Fitton (@pistachio) and Giannii Calvert (@giannii)

At the Hub Spot.


Downtown Des Moines, Iowa.

Monday, October 26, 2015.

Maryam Pessaran (@maryamp) and Giannii Calvert (@giannii)

Hubspot, which was founded in 2006, produces software to help companies conduct inbound marketing. Rather than marketing to potential customers through the use of traditional advertisements, it attracts them by sharing appropriate and useful content through social media and other channels.


Its products and services are used in 90 countries.

A lonely lookout perched on the roof of the Hub Spot by the Des Moines River.

Today John Wiley & Sons, Inc. announced a new series of books that David Meerman Scott will be editing called The New Rules of Social Media book series.


David writes:


"The first book, scheduled for publication in October 2009, is Inbound Marketing: Get Found Using Google, Social Media, and Blogs by my Brian Halligan and Dharmesh Shah, founders of HubSpot.


The second book in the series is Get Seen: Online Video Secrets to Building Your Business by Steve Garfield, a media advisor, video producer, and new media teacher, currently scheduled for publication in December 2009."


Read more from David at his blog:

The New Rules of Social Media book series.


Wiley Press Release


Join the Get Seen community.



Franchise marketing sounds easy in theory, but it’s actually very difficult in practice.


Franchises have to produce marketing game plans at multiple levels to succeed:


Both at the overall business level and for individual franchises.


This means potentially straddling multiple diverse markets in local areas.


That’s why we developed the franchise marketing guide for emerging brands.


Using this guide, you will be able to get a full understanding of franchise marketing, how to bring your strategy digital, and how to create a marketing plan to grow your business.


What is Franchise Marketing?


Franchise marketing is a complex, two-fold definition. With franchise marketing, there are two distinct factors that you have to take into account.


Marketing your business to get new franchisees


Separately marketing those existing and new franchise locations in their local area


For instance, McDonald’s has to develop a plan to get franchisees to establish. But that’s not all. They then have to produce marketing content for each new franchisee to attract customers to dine there.


With franchise marketing, you will need a digital (and offline) strategy for both your corporate company and each franchise under your corporate umbrella.


This means crafting different market strategies for various local areas where competition can vary dramatically as well as population sizes, actual business locations, etc.


According to data from Wayne State University and professor Timothy Bates, out of 20,500 businesses studied, 65% of franchises survived after four years.


Compare that to independent businesses which see 72% survival rates after four years. In the retail space, it’s even more grim for franchisees: 61.3% survival rates vs 73.1% for independently owned businesses.


These survival rates signify a need for better, stable marketing plans that transcend beyond just the corporation and into each franchisee location. This is where things get tricky: how can you differentiate between corporate marketing and local franchise marketing?


This is what we will show you in this guide. So, where do you start? By analyzing the local competition.


How to do Competitor Research (Know the Competition)


Before jumping into a marketing game plan and hitting the ground running, you will need to do competitor research. And this goes for both your corporate plan and individual franchisee plans.


Chances are, you’re not the only corporate entity in your space. Everything from fast food to plumbing to auto shops have competition. At the corporate level, you will need to assess who your top competitors are, what they are producing, and how they attract both customers and franchisee interest.


At the franchisee level, you will need to assess competition in their local region and who you will be competing with for business.


Thankfully, you can kill two birds with one stone here.


In just a few easy steps, you can conduct basic competitor research for your corporate franchise and franchisee locations.


The key areas you want to assess here are:


Who your direct competitors are


Where they have franchise locations in relation to your franchisees


What marketing efforts they are using to promote the brand as a whole


First up, you will want to find your direct competitors. To do this, you can head to Google or even Google Maps and look for franchise companies near your corporate location or HQ.


For instance, searching for other pest control companies in your area:


As you will quickly notice, some household names pop up: Terminix, Orkin, etc.


If you recognize business names, they could be franchise companies operating under the corporate brand name.


These will be your competitors at both the corporate and franchisee level.


Compile a list in a spreadsheet and save it for later.


Next you will want to compare each of these competitors on your list to individual locations for your franchisees.


For instance, if you have a franchisee located just outside of Nashville, examine if those same corporate competitors have locations here too. Chances are, you will uncover more data on competitors by doing so.


Adding them to the list, you should have a large list of potential competition. The last step is marketing research:


What are your competitors doing to market their business? What social media platforms are they on? How often do they post on them? What content do they publish on social media? Are they using Google Ads? Do they have a blog where they write content?


All of these questions will play a role in what you focus on in your marketing plan. For example, if your competitors aren’t blogging, that’s a huge opportunity for you. If they are dominating social media, you will have to put more stock into social to establish your own presence.


Research the following factors and rank them from importance to decide where you will start to target:


Social media: note how often they publish, how engaged their following is, and what type of content they post.


Blogging: How often do they blog? What is the content about?


Customer service: What channels do they use for service? Compare those to your current service offerings.


Paid advertising: Do they advertise on Google Ads? Conduct a search for their brand to see if they show for paid ads.


Local SEO: local marketing is how well you are ranking for local searches in your niche. What local keywords or PPC campaigns are they running? How is their Google My Business Profile? What local events are they sponsoring?


Offline marketing: What offline marketing tactics are they using? Direct mail? Booths? Fliers? Billboards? Radio? Conventions? Sponsoring local events?


After you have compiled all of this data in a spreadsheet, you should have a clear picture of what the competition is doing. This serves a dual purpose:


It tells you what the baseline of your marketing has to be to remain competitive in the market.


It shows you areas that your competition isn’t succeeding with, giving you direct chances to take market share in that area.


Now, let’s identify a target audience before hitting the ground running!


Get Your Free Franchise Marketing Plan Template


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If you are human, leave this field blank. Get Marketing Plan Template


Identify and Locate Your Target Audience


Identifying your target audience is key for multiple reasons. Without a clearly defined target audience, you will struggle to communicate value that resonates with your customer base.


For instance, if you are a retail franchise selling clothes for millennial business workers but you are reaching CEO’s in their 50s and 60s, you won’t be selling much product.


Identifying your target audience and locating them is critical. If you place your business in the wrong location, it could be far out of the way and inconvenient for your target market.


For instance, you wouldn’t want to buy land in the suburbs if your business was catering to people living in populated city areas.


If you don’t currently have much of an online presence, you can craft a few distinct factors to identify and locate your ideal targets:


Demographics: Age range, genders, etc.


Income: average income / disposable income


Pain points: what your average customer has trouble with that you can fix or provide


Online or offline: where your target market is most receptive


General locations: geographic locations where your target market is densely populated


If you already have an online presence, use tools like Facebook’s audience insights to analyze your current audience for marketing campaigns.


This data can be found on the Facebook Business Manager. Essentially, these insights will give you data on who engages with your Facebook business page the most, signifying their interests and other demographic data that can help you build a target market:


Factors like location and job title will help you build local connections and personas for different target markets.


This becomes especially critical when building a marketing plan for each individual franchisee.


Once you have a clear-cut audience nailed down for your franchise and franchisees, it’s time to focus on branding.


Create A Marketing Plan


In 2016, here at HigherVisibility, we conducted a “Franchise Industry Marketing Survey” in which nearly 2,000 franchise businesses and professionals were contacted to provide feedback.


In this study, we found some shocking results on the state of franchise marketing.


According to survey results, traditional marketing channels that are mostly offline were not delivering the results that franchises were looking for:


Only 39.47% of those surveyed said that their direct marketing efforts were paying off.


The majority said they weren’t, and nearly 20% said they weren’t sure.


This allude to multiple issues with the current state of franchise marketing:


Too much of it is focused on offline tactics, leaving online marketing on the back burner and halting growth


The disconnect between offline marketing tactics (like direct mail, etc) and tracking data


In this section, we will help you craft a digital marketing presence that helps your franchise get found and perfect your offline presence to accurately track data.


Let’s get started.


Get Your Free Franchise Marketing Plan Template


Enter your email and instantly get a template to help you build out your franchise marketing plan.


If you are human, leave this field blank. Get Marketing Plan Template


Craft Your Digital Presence


Digital marketing isn’t just for online-only businesses or tech companies.


According to Google’s research, 80% of consumers (or 4 out of every 5 people) use search engines to find local information on businesses:


(Image Source)


Crafting a strong digital presence is critical to meeting the needs of common user behavior.


Nowadays, everyone heads to Google before doing any sort of business with a company. To meet these needs, you have to create an online presence that attracts, delights, and converts searchers into paying customers.


Here are a few key marketing tactics to focus on when building your digital footprint.


Website / Content Development


Building out your corporate website is a given. But just how do you do it?


How do you create a website for your business that attracts qualified customers time and time again?


There are two distinctive routes you can take with franchise marketing and websites:


Building out a single, corporate website with company information and a business location finder to help people locate a franchise near them


Build out websites for each individual franchisee.


The most common setup is the first option, which we will discuss here. We highly recommend NOT building out new websites for each individual franchisee.


Selecting the first choice, you can build up your corporate website with valuable content, videos, and information for customers (and those looking to franchise) without competing against yourself.


Setting up websites for every franchisee can lead to competition issues for similar content ideas and keyword searches. I.e, duplicate content issues and competing against your own franchisees.


For instance, both the franchisor and franchisee would be competing for articles about DIY bed bug treatments.


This can lead to burdensome maintenance and even penalty issues with Google.


So, where do you start? By creating content. Content is king for growing your business and brand.


No matter what industry you are in, people will be looking for helpful content in that space.


According to HubSpot data, companies in both the B2B and B2C realms get the most website traffic by blogging more often:


(Image Source)


In fact, consumer facing brands generate more leads, sales, and brand awareness by implementing a blog to their website:


(Image Source)


Posting 11 or more times per month will generate far more leads than not posting or just posting a few times.


What do you post?


To generate ideas, look at common keywords that your customers are searching for.


If you have Google Analytics established, you can look at the on-site search report for starter ideas. This report shows what people are searching for directly on your site:


You can quickly turn these into information blog posts on your website.


Using Google as a resource, you can find suggestions and commonly searched questions in your space. To do so, start typing a general question that your customers likely have. Sticking with the pest control theme, a common search would be, “best ways to treat bed bugs.”


In the results, you will see a “People also ask” box, giving you additional topics that you can write about for your website:


At the bottom of the search results page, use the related searches section to capture even more topic ideas:


Repeat this process for any topic that you can think of (or any topic in your on-site search report)!


Set goals for your content strategy:


How often you want to publish new content


What topics you want to cover


How in-depth your content will be in length and topic coverage


Steps for franchisors: Develop your corporate website with content on a consistent basis. If you are looking to enable franchisees to create and scale their own content marketing efforts, produce materials to guide them:


Logos / assets to use


Topics to cover (and what not to cover)


Guidelines: how long the content should be, what it should accomplish


Establishing set rules will make the hand-off process of marketing materials to franchisees easier, without tons of back and forth or miscommunication. A great place to store this information is a private company knowledge base software where your franchisees can access the info and follow tutorials on how to use it properly. For instance, Asana’s knowledge base:


Steps for franchisees: if your franchisor allows you to produce your own content for business growth, request materials from them on guidelines and rules to follow. Utilize a knowledge base for improvement and growth. This will help to ensure that your branding remains consistent across all channels and franchisees.


Local SEO


Local search engine optimization is one of (if not the most) important facets of franchise marketing.


When someone searches on Google for a local business, you need your franchisee’s locations to display immediately.


If they don’t, the odds of them getting the sale and securing business drop dramatically.


And that impacts both the franchisor and the franchisee for income and growth.


A great start to Local SEO is optimizing your local business profile to display key information for browsing users:


When a search is conducted, each franchise location should show up with key information and a direct map location.


Information like business hours, address, reviews, phone numbers, appointment scheduling, questions and answers, photos, and more. These should all be available for each franchisee location based on a user’s local search.


All of this information can be inputted and updated on Google My Business, where listings can be created for each franchised location.


Depending on how you structure it, you can give control to each local business listing to the franchisee, or control it at the corporate level.


But local SEO is far more than just a Google My Business profile.


More areas to assess are:


Local on-page optimization: areas like schema markup for local searches, local keyword research, and local content marketing.


Local event outreach: contacting and supporting local events to improve direct marketing


Local link building: generating links from local companies strategically to help more local customers find your business. This can mean industry citations, business listing links, and more.


If you control it at the corporate level, you can hire someone that knows local SEO, avoiding potential complications of teaching SEO to franchisees. This circumvents potential disasters and can help you consistently rank for local searches. In doing so, you can control all of the information and updating each listing regularly.


If you give control to each franchisee, ensure that you give them proper materials and documents to help them with the setup process. Don’t throw them into the weeds and expect a masterpiece. Make sure to consistently follow up with each franchisee to keep the profile updated, respond to reviews, and make sure information is correct.


Paid Search


Paid search, also known as pay-per-click marketing, is creating paid advertisements that show up on Google searches or display partner websites.


For instance, those ads you see when searching for a product or business type:


These ads are a great way to boost brand visibility for both your corporate business and local franchises, not to mention generating direct sales and leads for the franchise.


Again, depending on how you want to structure the control of advertising, you can do it all from a single corporate account on Google Ads, or allowing each franchisee to manage their own advertising.


If you choose the latter, we recommend never letting a franchisee manage their own advertising fully.


The best approach would be to have a franchisee to pay into an ad fund that a franchise council determines how to allocate. The danger with this strategy is quality and consistency of the advertising.


For best performance, it’s likely that you will want to manage it in-house at the corporate level or through preferred vendors, as managing it is a full-time job and isn’t easy for beginners.


For promoting your corporate business, focus on brand awareness and keywords that aren’t local. For instance:


Best termite company


Bed bug removal


For advertising for franchisees, you will want to target local keywords to capture a local audience:


Best termite company in [location 1]


Bed bug removal [location 1]


In doing so, you also want to set a target radius for advertising in each local area to ensure you are capturing local business.


Social Media


Social media is a great way to build favorable brand awareness in your local markets, and even generate direct sales.


According to the latest research, consumers are 71% more likely to buy from your company if they have a good social media interaction / experience.


(Image Source)


Social media can be used for anything from talking directly with customers, solving support issues, driving sales or leads, or just creating great posts that engage your target market.


For your franchisees, this is one channel that is very easy to run. But like others, it needs maintenance, consistency, and branding.


When developing social media for your franchise and franchisees, be sure to nail the following:


Scheduling: Set out a clear schedule for your franchisees to follow. Be sure to tell them how many times they should post per week (we recommend at least once a day of high quality content). Help them get setup on a scheduling tool like Buffer to do the posts in advance and make sure they stay on track.


Branding: Supply them with the right branding materials, like images and logos that they can use as profile pictures.


Tone: Educate franchisees on the tone that the social profile should craft. The key with franchising is consistency. You want all franchises to communicate the same information.


Guidelines: Be sure to list what is off limits and guide them on every step from scheduling to posting to responding to customers.


On the Facebook Business Manager, your corporate franchise can manage all Facebook pages using the locations feature:


Each franchisee will have their own Facebook page linked to the location. This makes it easy for you to keep track of each franchise and the efforts they make to improve social media.


On social media, you can also take advantage of Facebook advertising to drive leads and sales.


For example, running ad campaigns to local markets for coupons and discounts:


Or use lead-form ads on Facebook to drive new consultations and quotes:


Facebook advertising is a fantastic way to grow direct revenue and should be utilized heavily for your franchise and franchisees.


Establish Re-marketing and Generate Email Lists


Re-marketing is the marketing strategy of sending further marketing messages to people who have engaged with your site or messaging before.


For instance, let’s say that someone heads to Google and searches for “termite company near me.”


They find your website and click to it, exploring the options you offer. They decide not to buy anything today, so they leave.


You can’t email them just yet, since they didn’t provide any of that information. Instead, you need re-marketing.


Re-marketing allows you to display marketing messages to those users based on what pages they visit on your website, or even engagements from social media.


In doing so, you can attempt to get their email and contact info.


Re-marketing can easily be set up directly in Google Ads via the Audience Manager.


For re-marketing ads, you want to focus on acquiring leads for your business and for franchisees.


One goal here is to collect email contact info that your franchisees can use to build their businesses. Another could be to re-target people that failed to fill out a lead form, bringing them back to hopefully get them to convert next time.


Focus your advertisements on high quality content, like reports, videos, social media content, and more:


Once you have collected (or helped to collect) contacts, you can guide your franchisees on how to send good email marketing campaigns.


One great example of an email campaign is from a franchise business is Potbelly:


Keeping the tone neutral, they focus on offering discounts and deals to their customers via email. Providing helpful links at the top, like Order Now and Find a Shop, customers will be able to locate their local franchise and use the coupon.


To keep things consistent, develop templates for your franchises for various email marketing goals:


Promoting general coupons and discounts


Announcing events


Big changes to store hours or offerings


Developing these templates in advance, your franchisees will have consistent messaging and a template to turn to for creating great email campaigns that reflect positively on the brand as a whole.


Don’t Neglect an Offline Marketing Presence


Online marketing is supremely effective for just about any business and any business goal.


But that doesn’t mean you should drop traditional efforts, especially if they are already doing well.


Here are a few offline marketing methods you can establish for your franchise and franchisees to utilize for business growth.


Direct Mail Marketing


Direct mail marketing is still a valuable tactic for most businesses. Latest data shows that over 100 million adults in the United States purchased from direct mail catalogs in 2016 alone.


(Image Source)


Direct mail can be a great tool for delivering coupons and incentives or even more information to customers.


Direct mail can also help you to up-sell existing customers and continue their loyalty.


Postcards, fliers, and coupons are easy to generate at scale, too.


Radio and Television


Radio and TV ads are still immensely popular, but can be much more costly than most online and offline marketing tactic, not to mention harder to attribute ROI to.


Direct mail is very cheap to run, whereas radio spots can cost from $200 to $5,000 weekly.


TV advertising is always going to be more expensive.


If you have just begun franchising, consider putting these formats on the back burner for now.


Outdoor advertising


Outdoor advertising, like billboards and posters, are another solid offline marketing channel to encourage your franchisees to use.


(Image Source)


Depending on where your franchise locations are, billboards and posters can drive tons of local traffic, as well as people passing through the local area.


If you decide to proceed, be sure to give your franchisees the proper materials to create billboard ads, like logos, creative, and more.


Try tailoring the creative to each individual location to personalize the messaging if possible.


Grassroots Marketing Tactics


Grassroots marketing tactics should be your go-to offline marketing tactic.


Grassroots marketing usually involves referrals, participation in local community events, hosting events, raising money for local communities / charities, and sponsoring events.


No matter where your franchise or franchisees are located, you will be able to find local events to host or sponsor.


For instance, Great Clips’ corporate franchise hosts career events to find new potential managers and franchise owners.


And their individual franchise locations often host events in local areas or support local causes:


(Image Source)


This dual-approach provides business growth opportunities for your franchise and franchise owners.


Establish a Loyalty / Rewards Program


Loyalty and rewards programs are a fantastic way to keep customers coming back to your business locations.


According to recent studies, 66.3% of consumers will shop at your store if you have a loyalty rewards app.


Plus, loyal customers spend 66% more with a business over their customer lifespan.


Potbelly is a great example again of using loyalty and rewards to keep customers dining with them:


Using their mobile app, your purchases go straight into your profile, helping to build rewards for future free items.


Pro tip for loyalty programs: reward customers with smaller rewards, faster. The biggest complaint in regards to loyalty programs is that it takes far too long to get rewards.


Similarly, Chick-Fil-A has a mobile application rewards program to incentivize repeat business.


With rewards programs, you can run them directly at the corporate level too, making it an easy addition that franchisees can benefit from without worrying about training them to run it!


Developing a rewards program also helps you sell your franchises to potential owners, as it’s a great marketing tool that can help them increase sales and grow the business.


Next Steps


Franchise marketing is much more complex than marketing a single business.


You have both a corporate business to brand and market, as well as individual franchisees that need customers.


Navigating both without capsizing one is tricky. It is much easier if you lay the foundation for this early, rather than implementing brand new systems of marketing later on.


But using local marketing both offline and online, you can produce powerful campaigns that distinguish between the two.


The next steps are to craft your very own Franchise Marketing Game plan.


Thankfully for you, we’ve developed a franchise marketing template that you can download and put to work instantly.


Get Your Free Franchise Marketing Plan Template


Enter your email and instantly get a template to help you build out your franchise marketing plan.


If you are human, leave this field blank. Get Marketing Plan Template


The post Franchise Marketing: Emerging Brands Guide on How to Grow Successfully appeared first on HigherVisibility.

Think about the last time you were looking for something on the internet?


How did you find what you were looking for?


Because 93% of all online experiences begin with a search engine like Google, ranking high on SERP is PRETTY MUCH essential to driving more sales and staying on the minds of your readers.


A recent research study by Hubspot, it was revealed that 75% of users don’t even crawl past the first page of their search results.


This is why smart marketers are now spending more on SEO as it enhances their websites and makes it better for the users. Optimized websites focused on delivering a quality experience are now heavily rewarded by Google.


For example, Belden Brick Company in Ohio was able to increase their website visits by over 85% in less than a year by using these methods! They created a new lead generation campaign and added a global header and footer for their clients that added new products and kept their website cohesive and updated at all times.


Let’s go over more reasons why you should consider doubling down on SEO in 2019.




SEO allows you to know your users’ search intent. This comes handy when creating pages that drive organic traffic.


CoSchedule saw a 594% rise in traffic when they aligned SEO content strategy with searcher intent.


Tools like Google Analytics can help you understand what your target searcher's intent is. The game is on once you know what your users are looking for.




It's not that keywords are not important anymore, just that they are used differently than they used to be. Stuffing keywords and simply throwing them at random places is a thing of the past, and Google may also penalize you for it.


Relevant keywords will get you more qualified traffic. Meaning you convert more even if your website has fewer visitors.


With extensive keyword research, Maldive Travellers’ increased the number of per day visitors by over 40%. Using the right combination of long tail keywords also brought more returning customers to the website.


Remember that Google makes frequent algorithm updates not to be hard on website owners. They are simply trying to create a better experience for their users. Which is why you need an ever evolving perspective on SEO to keep up with these changes.




User behavior is now trending towards a more immersive and informative approach. Many companies are now investing in PWAs and AMPs to provide their users with a seamless browsing experience.


Complete Plumbing Resource used SEO to promote their brand online to customers. Having quite a few products to showcase, they created a user-friendly website. The company saw an increase in total sales by over 2000%. Not only this, their overall organic traffic and leads also had upward moving graphs.


Google understands and values a good experience for users. Things like load speed, a clean and organized design, mobile responsiveness, bounce rate, and more all play a significant role.


Therefore, you shouldn’t just work on improving your website for a higher conversion rate. Working on the user experience will actually get you more traffic per Google! This is why SEO is so important - the impacts can be felt in many parts of your traffic and sales funnels.




More and more people are now trying to access voice search options and incorporating real speech patterns into keywords.


These natural patterns of speech are vital to SEO as mobile searchability is becoming more widespread. And another reason for both short and long-tail keywords to mimic real speech patterns.


SEO is definitely important, but let's just say that the rules of playing the game have changed. Search engines are now focusing on giving users a valuable experience, so the more optimized your website is, the better chances you have of succeeding.


If we are considering the relevance of SEO in 2019, we’d argue that it’s actually more important than ever before. As search engines get smarter, they are always rewarding the better websites.


Remember that Google is also a business and that too a very successful one. If it fails to provide relevant search results, people wouldn’t use it.


Solid SEO practices make sure that your brand is found organically. Businesses need to understand exactly how and why Search Engine Optimization is changing, and what they need to do to keep up with these changes


Looking for new SEO Strategies for 2019? We will be coming out with more detailed SEO strategy videos in 2019.


Subscribe and stay tuned for more videos to help you succeed in business.


Mike Volpe is Chief Marketing Officer at HubSpot, a marketing software company, where he drives the company’s lead generation and branding strategy through inbound marketing. Under Mike’s leadership since 2007, HubSpot’s marketing has won more than 30 awards, been featured in over 20 marketing and business books, generated over 1 million leads, and grown the company from 10 customers to over 11,000 customers and $77 million in revenue

Insights and Musings on the Business of Software

Dharmesh Shah – CTO of HubSpot

Mike Volpe is Chief Marketing Officer at HubSpot, a marketing software company, where he drives the company’s lead generation and branding strategy through inbound marketing. Under Mike’s leadership since 2007, HubSpot’s marketing has won more than 30 awards, been featured in over 20 marketing and business books, generated over 1 million leads, and grown the company from 10 customers to over 11,000 customers and $77 million in revenue

Look at the entire HubSpot Happy Family!

Licensed under a creative commons share-alike. Use freely but give attribution to LevelTen Interactive and link to


SEO 101 - Why Everyone Should Know the Basics of Search Optimization

5/27/2009 11:30:00 AM


An important component of inbound marketing - search engine optimization or SEO - can attract more customers at your business at a low cost. Learn why everyone who creates content for your company should know the basics of search engine optimization, and why SEO is not rocket science. You might want to hire a consultant, or do it yourself, but either way this presentation will give you the tools to make an educated decision and get the most for your time and money.


Click Here to download the PowerPoint Presentation from this Session.




Mike Volpe - Hubspot

Vice President, Inbound Marketing


Licensed under a creative commons share-alike. Use freely but give attribution to LevelTen Interactive and link to


foto cc0

Jüngere Nutzer, vor allem aus den U.S.A. sind eher bereit für Online--Inhalte zu bezahlen, 77 % der Befragten möchten lieber Werbung filtern, anstatt jede Werbung zu blockieren; 63 % der Nicht-Werbeblocker--Nutzer sagen, dass Adblocking zu einer positiveren Erfahrung im Web beitrage.

Adblock Plus hat die Ergebnisse einer Studie vorgestellt, die in Zusammenarbeit mit HubSpot Research entstanden ist. Im Gegensatz zu vielen anderen aktuellen Studien beschäftigt sich diese Nutzerbefragung einzig mit den Gründen warum Nutzer Adblocker verwenden. Die Ergebnisse sind vor allem signifikant, da sie aufzeigen, was seitens der Publisher und Advertiser getan werden kann, um dem Dilemma zu entkommen.


Zu den wichtigsten Ergebnissen der 31--seitigen Studie gehören die folgenden Punkte:


51 % der Befragten rechtfertigten ihre Adblocker--Nutzung damit, dass sie die Kontrolle über die eigene Internet-erfahrung haben wollen

83 % sagten sie wollen nur störende Werbung blockieren - 77 % wollen lieber Werbung filtern, anstatt alles zu blockieren

63 % der Nutzer ohne Adblocker waren der Meinung, dass Adblocking das Surf-erlebnis positiv beeinflusst

57 % sagten, dass Suchmaschinen-Anzeigen nützlich und sinnvoll seien

45 % der Befragten in den U.S.A. haben schon einmal für Online--Inhalte bezahlt


Die HubSpot Research Studie beinhaltet die Ergebnisse von Teilnehmern aus den U.S.A., Großbritannien, Deutschland und Frankreich. Die Befragten setzen sich aus 70 % Adblocker-Nutzern (jeglicher Werbeblocker, nicht ausschließlich Adblock Plus) und 30 % Nicht-Nutzern zusammen.


»Die Ergebnisse der Studie zeigen deutlich, dass wir uns hier mit zwei verschiedenen Ökosystemen auseinander setzen müssen. Eine Nutzergruppe blockiert Werbung, während die andere sie zulässt. Dem Dilemma, wie die über 100 Millionen Adblocker-Nutzer monetisiert werden können, können wir nur entkommen, wenn wir die Nutzer zu ihren Bedingungen erreichen. Diese Bedingungen überschneiden sich zu großen Teilen mit Kriterien die in Zusammenarbeit mit Adblocker-Nutzern entwickelt wurden”, sagt Till Faida, Mitgründer von Adblock Plus.


Die »Acceptable Ads Initiative« wurde eingeführt, um Webseiten die Möglichkeit zu bieten wichtige Werbeeinnahmen weiterhin zu beziehen. Der übwerwiegende Anteil der Adblock-Plus-Nutzer, weit über 90 %, erlaubt diese Art der respektvollen und nützlichen Online-Werbung auf ihren Lieblingswebseiten. »Auf der einen Seite«, so Faida weiter, »sind die Ergebnisse ermutigend, da sie aufzeigen, dass Nutzer in der Tat bereit sind Online-Werbung zu akzeptieren. Jedoch sollte uns auf der anderen Seite bewusst sein, dass ein gesundes Internet nicht nur auf dem Finanzierungsmodell der Online-Werbung bestehen sollte. Deshalb freut uns besonders, dass vor allem jüngere Nutzer, gerade in den U.S.A. flexibler und eher empfänglich dafür sind, gute Inhalte im Netz finanziell zu unterstützen. Für das Flattr-Plus-Projekt sind die Ergebnisse besonders ermutigend, hier haben Nutzer schließlich die Möglichkeit ihren Lieblingscontent auf direktem Wege finanziell zu entlohnen.«


»Die Ergebnisse der Studie sind sehr bezeichnend. Die Nutzer sind vielleicht genervt von Online-Werbung, jedoch nur, weil diese keinen nützlichen oder relevanten Effekt hat und die Nutzer nicht zur Interaktion bewegen kann«, sagt Kipp Bodnar, HubSpots Marketing Chef. »Vermarkter müssen die Kunden und vor allem die potenziellen Kunden gezielt ansprechen und sie in den Mittelpunkt ihrer Kampagnen setzen. Nur durch nützliche, relevante Inhalte, wie heutzutage gefunden in Blogposts, Social-Media-Inhalten oder zielgruppengerechten Anzeigenkampagnen, kann Werbung als ein effektives Marketing-Instrument bestehen bleiben.«

Licensed under a creative commons share-alike. Use freely but give attribution to LevelTen Interactive and link to


SEO 101 - Why Everyone Should Know the Basics of Search Optimization

5/27/2009 11:30:00 AM


An important component of inbound marketing - search engine optimization or SEO - can attract more customers at your business at a low cost. Learn why everyone who creates content for your company should know the basics of search engine optimization, and why SEO is not rocket science. You might want to hire a consultant, or do it yourself, but either way this presentation will give you the tools to make an educated decision and get the most for your time and money.


Click Here to download the PowerPoint Presentation from this Session.




Mike Volpe - Hubspot

Vice President, Inbound Marketing


Licensed under a creative commons share-alike. Use freely but give attribution to LevelTen Interactive and link to


Licensed under a creative commons share-alike. Use freely but give attribution to LevelTen Interactive and link to


SEO 101 - Why Everyone Should Know the Basics of Search Optimization

5/27/2009 11:30:00 AM


An important component of inbound marketing - search engine optimization or SEO - can attract more customers at your business at a low cost. Learn why everyone who creates content for your company should know the basics of search engine optimization, and why SEO is not rocket science. You might want to hire a consultant, or do it yourself, but either way this presentation will give you the tools to make an educated decision and get the most for your time and money.


Click Here to download the PowerPoint Presentation from this Session.




Mike Volpe - Hubspot

Vice President, Inbound Marketing


Licensed under a creative commons share-alike. Use freely but give attribution to LevelTen Interactive and link to



I am an expert HTML email designer and developer, 10+ years experience, as an expert template developer myself, I know how important it is to have a great looking HTML mail template for a successful Constant Contact email marketing campaign.


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Hope you know 70%+ email read from mobile device, so I will make template responsive/mobile optimized to fit in all screen size like mobile, tablet, iPhone, iPad etc. template will be related to your brand color and there, light weight & spam free template.


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HubSpot automatically adds social media info (like Twitter, LinkedIn, etc.) to your leads and even grabs a photo of your leads and adds it! How cool is that? Free trial and learn more at

Making social media work in business to business

Laura Fitton – Inbound Marketing Evangelist at HubSpot

Mike Volpe is Chief Marketing Officer at HubSpot, a marketing software company, where he drives the company’s lead generation and branding strategy through inbound marketing. Under Mike’s leadership since 2007, HubSpot’s marketing has won more than 30 awards, been featured in over 20 marketing and business books, generated over 1 million leads, and grown the company from 10 customers to over 11,000 customers and $77 million in revenue

Mike Volpe is Chief Marketing Officer at HubSpot, a marketing software company, where he drives the company’s lead generation and branding strategy through inbound marketing. Under Mike’s leadership since 2007, HubSpot’s marketing has won more than 30 awards, been featured in over 20 marketing and business books, generated over 1 million leads, and grown the company from 10 customers to over 11,000 customers and $77 million in revenue

Making social media work in business to business

Laura Fitton – Inbound Marketing Evangelist at HubSpot

Making social media work in business to business

Laura Fitton – Inbound Marketing Evangelist at HubSpot

Social media: by now you know what it is. But do you know what it means for your business? Red Shoes PR along with HubSpot Internet Marketing Company will offer valuable insights on how you can utilize social media tools to impact your sales, in this 1/2 day seminar sponsored by the Fox Cities Chamber of Commerce. The seminar is June 4th in Appleton, Wisconsin.


Please visit for registration and detailed information about the event along with a blog, free e-book downloads and links to Facebook, Twitter and LinkedIn so that you can participate before the event.


This is a frame from a video. You can watch it on Vimeo.

I dreamed about a human being is is part of a project exploring the use of artificial intelligence as applied to photography by using online open source code and data.

More information at




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