Ways to Increase Your Discoverability on TikTok

Ways to Increase Your Discoverability on TikTok


Like other forms of social media, TikTok is a useful way to connect with your audience and potential customers. This is a platform that is diverse, authentic, and fun. People use it for entertainment, to learn new things, and even discover products. TikToks are so influential these days that you’ll see them bleed over to other platforms like Instagram and Facebook. If you’re new to creating TikToks or looking for additional ways to increase your views, continue reading for some tips to boost your discoverability.     Promoting TikTok Videos We’re […]

5 Reasons Why Mapping Customer Journey is Important

5 Reasons Why Mapping Customer Journey is Important


Companies have multiple priorities to manage whether it’s employee satisfaction, product development, or logistics. Another priority most companies will agree on is the customer. The customer is what keeps a business running and it’s important that they are well taken care of otherwise they’ll start going to your competitors. That’s where customer journey maps come in to play to help you understand your customer and discover solutions to your sales and marketing funnel.    What is the Customer Journey? The customer journey is the winding road a customer takes from […]

Meta Tags: What They Are, Why You Need Them & How to Write Them

Meta Tags: What They Are, Why You Need Them & How to Write Them


Meta tags are little snippets of text which are primarily used to provide information about a webpage to the various search engines and its prospective visitors. The text is found in the head section of a webpage’s HTML, and although not visible on the page itself, is an essential component of any content-led Search Engine Optimization (SEO) strategy.    The good news is, getting to grips with meta tags isn’t rocket science. However, as with so many other simple but vital online marketing jobs, meta tags are often not given […]

Ways to Use AI Tools to Get Content Ideas

Ways to Use AI Tools to Get Content Ideas


Content is the fuel that powers so many of our modern marketing strategies. From blog posts, to email campaigns and those ever present social media activities — they all need content. But here’s the rub. Content is time consuming and difficult to create. This inconvenient truth is especially accurate when your marketing output requires a constant flow of actionable content.     If only there was an AI tool that could help us create more content and make our lives as content marketers easier. You’d be delighted, right?     Introducing ChatGPT […]

Google Analytics 4 for Beginners

Google Analytics 4 for Beginners


Knowledge is power, and for digital marketers, you can find much of this knowledge in Google Analytics. But knowledge is an ever-moving landscape; if we want to keep up, we need to evolve. Therefore, Google is advising all marketers that they will need to make the transition from the current iteration, Universal Analytics, to GA4 before July 2023 to ensure they continue to have access to the critical data they need to make informed marketing decisions.    A Brief History of Google Analytics Google Analytics has been around in one […]

One-to-One, and Then Giving Back

One-to-One, and Then Giving Back


While digital marketing tasks, conversations, and strategies may fill our day-to-day, we’re just as focused on the big picture and that applies to helping the community as much as it does to helping our clients. That’s why we make it a point to contribute to organizations taking impactful action towards making the world a better place.     We know the phrase “making the world a better place” gets thrown around a lot, especially around the holiday season, but in this case, it couldn’t be truer, which is where this blog […]

2022 emsights Roundup

2022 emsights Roundup


Marketing was obviously at the forefront of everything we did and thought about this year. After all, we’re a company that eats, sleeps, and breathes digital marketing. There’s an endless list of marketing feats, advances, and ideas we covered in our regular emsights posts, created specifically to help digital marketers stay on top of the good and the bad. We’ve touched on a variety of topics this year from changes in Apple’s Mail Privacy Protection (MPP) to data to new generation marketing channels like podcasting, SMS, etc. It would take […]

2022 Analytics Roundup

2022 Analytics Roundup


Analytics is a whole other ball game when it comes to marketing. It could function as its own department with the amount of work that goes into it. However, at the same time, analytics makes the most sense when it works in conjunction with the areas where the data is being collected. What does this mean for marketing teams? It’s best to have an overall game plan for tackling analytics and to have smart integrations in place to help you work more efficiently. To do so, we’re going to recap […]

2022 Social Media & Content Roundup

2022 Social Media & Content Roundup


There’s been no shortage of social and content topics to touch on this year as we continue to navigate the world of platform algorithms, marketing strategies, and creative social trends. What’s a December without your tried, true, and entertaining, year-end recap? While there is plenty to reminisce on, we’d like to highlight a few of the favorite ideas we tapped into this year.     Let’s Go Back to the Beginning: Marketing 101 Marketing has been around and evolving for many generations and we took the time to dive into the […]

2022 Search Roundup

2022 Search Roundup


Many of us understand the basics (and importance) of search. There’s nothing more that we would want than to rank well on Google. Why is that? Having a better spot when search engines churn out results is one of the best ways to be discovered and rediscovered by audiences. There’s a running joke that many internet users never make it past page one of search results and while this may not be true for everyone, everywhere, it still holds some merit.     Content that ends up on page one or […]

Data’s Role in Each Stage of the Customer Journey

Data’s Role in Each Stage of the Customer Journey


Data is crucial to what we do. After all, how can we best design experiences for our customers if we have no idea what’s working well and what’s failing? Beyond these big picture ideas, data and customer journey analytics do a whole lot of work in providing us with information on specific touchpoints that contribute to the overall success of our business.     When it comes to powering your strategies, data will become a key informer for effectively optimizing customer experiences.     Data Journey Map A customer’s data […]

How to Identify the Signals When Someone Is Ready to Buy

How to Identify the Signals When Someone Is Ready to Buy


Online media has turned the world of sales and marketing on its head. Today, many consumers actively dislike being sold to. Instead, they prefer to do their own research by following brands on social media, subscribing to email newsletters, reading blog posts, and scrutinizing user-generated reviews. This doesn’t mean the role of the sales professional is redundant. It does mean, however, sales professionals have to be able to identify the signals that someone is ready to buy. They then need to engage their prospects with the right offer at the […]

Content Marketing’s Role in Your Sales and Marketing Funnel

Content Marketing’s Role in Your Sales and Marketing Funnel


Let’s not pull any punches here. Content is the hardest working resource available to your sales and marketing organization today. A well-produced piece of content can be deployed at multiple stages of your sales and marketing funnel, helping you to achieve many different objectives. As long as that content is relevant, it will remain fresh and engaging in the eyes of new prospects and customers, creating new opportunities for your business many weeks, months, and potentially years after it was first produced and deployed.    But content creation doesn’t come […]

How to Design Social Campaigns for Each Stage of the Customer Journey

How to Design Social Campaigns for Each Stage of the Customer Journey


Clients constantly tell me that they “don’t get” social media. That’s a shame because it really isn’t rocket science. Social media is just an extension of something we do everyday. When we think of social media as a conversation, it’s something we can all understand.     Like all good conversations, social media campaigns should ask questions, offer advice, and seek to resolve problems. As a conversation about your business, there is room for social media across the entire customer journey.     What is the Customer Journey? We’ve talked about the […]

Analytics + Accessibility = Successful Marketing

Analytics + Accessibility = Successful Marketing


Have you ever considered the extent to which your marketing campaigns are affected by accessibility measures? They actually overlap more than you’d think and are capable of powering effective and expansive campaigns.    It’s pretty cool how they tie together to guide your quality assurance and marketing strategy. Analytics can help detect any accessibility gaps in your plan and, in return, taking accessibility initiatives can lead to better results when you pull up your stats. There’s a ton of possibilities here. Keep reading to learn more!    What is Accessibility […]

Why Accessibility is Important

Why Accessibility is Important


The title of this blog post is more than a little understated. If you’ve ever been excluded from participating in an event, visiting a store, restaurant, or attraction, or simply felt you weren’t welcome somewhere because you found it difficult or impossible to access a service. In that case, you’ll know that accessibility isn’t important. It’s essential.     Accessibility isn’t just essential in the real world. It matters a great deal in the digital environment. This is especially true when you are providing digital services that individuals might not be […]

How & Why Accessibility Matters for SEO

How & Why Accessibility Matters for SEO


Question — when was the last time you gave some thought to accessibility when building out your website?     Now as a follow up — when was the last time you thought about this in relation to SEO optimizations for your website? Many of us are becoming familiar with the idea of alt text, captions, and well-contrasted colors, but accessibility can also play an essential role in search engine performance. When accessibility becomes a regular part of your SEO improvements, everyone wins.    What is Accessibility (and What Does […]

How to Make Social Media More Accessible

How to Make Social Media More Accessible


By this point, we all know that there’s more to social media than following up on trends and creating the most exciting content. Instead, social media is an environment for people to connect, learn, and grow together. Most importantly, it’s a space where all people should be able to do so.     Why Accessibility Matters Accessibility hasn’t always been at the forefront of marketing practices, especially when the internet and social media were still new concepts for everyone. Nowadays, billions of people are active internet users with the same amount […]

Setting and Achieving Goals for the Holiday Season

Setting and Achieving Goals for the Holiday Season


While every marketer should have a clear goal in sight for every eventuality, there’s no marketing opportunity more significant than holiday marketing. So how will you set yourself up for success this holiday season? It’s time to think like Charles Dickens.     Holiday Marketing Plan Hear us out on this one. Ebenezer Scrooge, Dickens’ famous, festive anti-hero, provides the perfect role model for marketers looking to understand what a successful holiday season looks like. No, this doesn’t mean you need to be extra tight with your marketing budget or spend […]

Lessons from the Past Two Holiday Seasons and How They Apply This Year

Lessons from the Past Two Holiday Seasons and How They Apply This Year


The past few years have been a whirlwind for everyone, and marketing was no different. This was a time of endless adapting and pivoting in order to figure out how to navigate a sales journey in a COVID and semi post-COVID world. If there’s one thing that is for certain, it’s that consumer habits are continuing to change and it’s our job to keep up. One of the best ways to do so is to use previous holiday seasons to inform us of future strategies.    Holiday Marketing Plan: 2020 […]

Is It Too Late to Implement Search Strategies for the Holiday Season?

Is It Too Late to Implement Search Strategies for the Holiday Season?


Marketers seem to start talking about the holidays a little earlier every year. There is always a sense of urgency relating to the most lucrative sales period of the year. However, the 2022 season looks a little different.    The 2022 holiday season remains the most significant marketing opportunity of the year for many businesses. However, the global cost-of-living crisis and the ever-present hangover from the COVID-19 pandemic will considerably impact consumers’ buying habits and available budget to spend on gifting and celebrations.    The Holidays 2022 — Changing Consumer […]

What to Do Now to Get Your Socials Ready for the Holiday Season

What to Do Now to Get Your Socials Ready for the Holiday Season


There can be a lot of pressure and expectations when it comes to the holidays — not just for consumers looking to top off their year with a perfect bow, but also for companies who are in a mad dash to close out their quarters on a positive note and cater to the needs of their customers.     Social media has become critical during the holiday season not just for sharing news about your brand but also for creating a wonderland-like experience for customers that balances product or service […]

Google Analytics and Why It’s Important to Your Business

Google Analytics and Why It’s Important to Your Business


There are all sorts of search engines out there crawling your sites, assessing your content’s relevance, and ranking you on a search page. As such, we’re always doing our best to ensure we’re putting high-quality content out on the web and optimizing for everything from keywords to images to site speed.     So, if we’re already putting our A game out on show, how can Google Analytics play a role in our campaign strategy? An expert in any field is always open to feedback and knows that it’s the key […]

Zero-Party Data: The Benefits of Listening to Your Clients

Zero-Party Data: The Benefits of Listening to Your Clients


You don’t need to be a data scientist to understand the concept of zero-party data. According to Forrester Research, who coined the term, it’s essentially the information that your clients intentionally and proactively share with you. For example, this could be information relating to product interest or purchase intentions.     Zero-party data is created every time a customer clicks on an email or social media campaign, visits a website, engages in an online chat, or picks up the phone and calls your organization. Therefore, it is a valuable resource to […]

An Introduction to Attribution Models for Search Marketers

An Introduction to Attribution Models for Search Marketers


“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” In this digital age, marketers really should have assigned this well-worn John Wannamaker quote to history. And yet, search marketers continue to hemorrhage cash from their paid search budgets because they don’t fully understand where their sales are coming from.    Attribution models should give you a clear understanding of how well your ads are performing and help you optimize your customers’ buying journey accordingly. However, they can be challenging to understand and […]

Social Media Marketing Business Mistakes to Avoid

Social Media Marketing Business Mistakes to Avoid


Social media is the ultimate channel for communication these days. In an age that’s dominated by packed schedules and juggling tasks, social media has become the quicker than quick way of absorbing and sharing information. Sure, we’re still using texts and even emails or phone calls to keep in touch with our social circle but how many of you are also chatting in your Instagram inbox, tagging friends on funny Facebook posts, doling out quick reactions through IG stories, or mentioning your friends in Twitter threads?    If you’re like […]

Types of Customer Data and How to Manage Them

Types of Customer Data and How to Manage Them


The mathematician and data science entrepreneur Clive Humby coined the phrase, “Data is the new oil,” but it took a marketer to really put that statement into a context we can all understand. Marketing expert, Michael Palmer, wrote in a blog expanding on Humby’s quote, “Data is just like crude. It’s valuable, but if unrefined, it cannot really be used. It has to be changed into gas, plastic, chemicals, etc., to create a valuable entity that drives profitable activity; so must data be broken down, analyzed for it to have […]


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