Top-of-funnel marketing is a lot like fishing. You ‘plaice’ your bait on the line, cast your net widely, and wait to see what bites. If you approach it from the right ‘angle’ and ‘hook’ the right leads, the results can be ‘reel’y good… OK, that’s enough of the fishing metaphors and puns – promise! But there are similarities. When you’re fishing for leads you need to find the right location, use the right bait, and try new tactics to land the best catches you can. What is Top-of-Funnel Marketing? Top-of-funnel marketing is a type of marketing strategy that focuses on attracting leads and engag ..read more

2022 was a challenging year for everyone and no less for advertisers. While user behavior online is continually shifting – in good times and bad – one thing always stays the same: people are wary of ads, and many have developed banner blindness. What does this mean? When a user senses an ad interrupting their content consumption, they will likely close it or swipe away. What’s more, they may develop a negative feeling towards the brand, and this is definitely something that advertisers want to avoid. With all this going on, advertisers nevertheless continue to have the same (or tougher!) KPIs ..read more

Imagine running your life without Google Calendar or Outlook Calendar.  No thanks. If you are a digital marketer, then try to imagine running your content strategy and team without a content calendar. Yikes! A content calendar helps you to manage the process of planning, producing, and promoting content. With a content calendar, you can plan ahead, prioritize tasks, assign resources, and meet deadlines in the most efficient way.  But a content calendar is not just an organizational tool; it will also keep you aligned with your content strategy, so you can enrich your marketing funne ..read more

The $1.5 trillion wellness industry is on the rise – and isn’t slowing down any time soon. This is great for companies like yours, because it means consumers are looking for what you have to offer. It also presents a key challenge: how do you stand out among a sea of competitors? Content is one of the best ways to stand out because we live in a content-driven world. But not all content is created equal. If you’re creating blog posts, social posts, or email blasts just to check a box – stop now. Get intentional by implementing these strategies and ideas. Then start creating content that truly ..read more

Every marketer knows that finding new customers today is a multi-step process. It requires several touchpoints and channels, each an opportunity to connect and interact with potential audiences, warming them up until the point of conversion. In fact, the average customer journey from awareness to relevance has no less than 12 touchpoints. The customer journey, even if it’s very long, always starts in the same place: awareness. Simply put, a consumer needs to know you exist before they can get to know you, consider your product, and become a customer.  Beyond awareness, there is the journ ..read more

Back to school? Back to business! In 2022, back-to-school retail spending was expected to reach close to $40 billion in the US, or an average of $864 per household. The back-to-college industry is even bigger, with forecast spending of nearly $74 billion, and average household spend of $1199 for college-related products.  It’s not just school supplies, like books and stationery. Clothing, footwear, electronics, and furnishings are also big sellers during the back-to-school and back-to-college shopping season. Other categories are trending too. One example is beauty products, thanks to Ti ..read more

Words have power. There is no better proof than a well-written ad.  The foundation of a great ad is the ad copy – the words used to inspire, intrigue, move, amuse, or surprise the audience. Effective ad copy compels the viewer to take the action that the advertiser wants.  For anyone who has ever tried to write a great ad, you’ll know it is one of the hardest things to do.  But it won’t stop you from trying! So let’s start at the very beginning. What is Ad Copy? Ad copy refers to the text or written material that features in advertisements. For digital or print ads, ad copy inc ..read more

For billions of people around the world, football is much more than a game. Every four years, football fans are more engaged than ever as they tune in to the one-and-only FIFA World Cup, the international world championship. And this year during a time like never before.  In 2022, the World Cup will take place in Qatar, the first ever in the Arab world. Thanks to the sweltering hot climate, the games are scheduled much later in the year, during the cooler November to December period. It’s definitely a year of “firsts” for the World Cup, and we’re talking audience size too: FIFA president ..read more

Little is more captivating to people than themselves. On social media, people spend up to 80% more time talking about and referencing themselves than any other subject. This makes sense when you consider that neurologists are discovering that our brains code information differently when it focuses on the self. This is what self-referential marketing is all about: the individual. Through using self-reference, brands can influence consumers to develop stronger, more emotional connections to products and services. This results in more impactful customer engagement, lead nurturing, higher ROI, an ..read more

It’s no secret that digital marketing success is all about content production. Content helps brands connect with their target audiences, enhances customer experiences, and drives clicks and traffic through paid and organic channels. But when not created strategically, content can easily fall flat. So how do you make sure that your content actually has the highest return on investment and drives real revenue for your business? Creating high-quality content requires time, tons of resources, and a significant investment from content marketing teams. So to build a content strategy that is both pr ..read more