Inbound Hub | Marketing

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What Are Core Web Vitals? + How to Improve Yours

Long gone are the days of dial-up internet when web pages loaded line by line. Today's internet users expect an instant response, with 93% of people leaving a website because it didn't load properly. No one wastes time on a poor experience. To elevate the online experience, Google released Core Web Vitals — a set of metrics to help site owners measure...

What Is Event Branding? + 5 Examples to Inspire You

The look and feel of events changed exponentially after March 2020 as companies moved live events to virtual spaces. But whether your event is online or in-person over the year ahead, event branding is essential to create a memorable experience for attendees. When I joined Adobe MAX 2020, for example, the virtual event felt as close to an in-person...

How to Get Your Facebook Ad Approved [+ 4 Best Ad Practices]

Facebook ads can generate awareness, bring in leads, and convert prospects … but only you can get them approved. In our 2020 "Not Another State of Marketing Report," we found that more than one in three marketers listed Facebook ads as their best performer in terms of ROI. That's a higher ratio than Google Paid Search or Instagram.   Over 3 million...

How Performance Marketing Works [+ 6 Tools You Can Use]

A lot of companies have employee referral programs. The concept is simple: If you refer someone who ends up getting hired, you earn a reward (typically a cash bonus). It's a win-win – HR gets qualified candidates while employees feel motivated to assist in the search process. The caveat we often see is that if the employee leaves the company within...

Multi-Touch Attribution and Models: A Complete Guide

Today's buyer's journey includes a number of interactions across various touchpoints and channels. There's rarely a conversion of sale that occurs based off a single interaction. Rather, conversions and sales often stem from a mix of interactions via a variety of sources such as blog articles, social media posts, webinars, in-person events, conversations...

What Marketing Leaders Are Investing in This Year

In an ideal world, marketers would have limitless budgets to invest in experimental initiatives and new programs. After all, the customer acquisition and retention landscape are evolving faster than ever. The challenge, however, is that marketing budgets are often limited around what's proven to work — which tends to look different from company to company....

What Brand Voice Is, and How to Create One [+ Examples]

Whenever I'm driving and see a Herb Chambers billboard, I smile. Image Source At this point, I can recognize the short, humorous, memorable ad copy as a Herb ad without even needing to see the brand name.  And, after years of seeing those ads, I feel like I know the Herb brand, and can describe it like an old friend: He's funny, likes a good...

6 Content Marketing Skills That'll Only Get More Important

A few years ago, I got hired as a content marketer at a small web design company. At the time, I thought one skill — and one skill only — would serve me well enough to succeed: the ability to write. I was a proud English graduate who had no idea how to make it successfully as a content marketer. Fortunately, I've picked up some critical skills...

4 YouTube Trends to Leverage in 2021 [Data + Expert Tips]

In 2020, I looked up more recipes than I ever have. Mostly Italian if you're wondering. I also spent a lot of time watching videos on YouTube, letting the autoplay feature take me down a rabbit hole of videos covering all kinds of topics. Most consumers were doing the same thing. So, what should marketers expect on YouTube in 2021? Read on...

A Plain English Guide to Real Time Bidding

Since its inception in 2009, real-time bidding (RTB) has become one of the most popular ways to purchase ad inventory online. But even for experienced marketers, this type of programmatic advertising can be a very confusing concept. I, for one, get intimidated just by reading the word "programmatic." So let's break down what RTB is, how it works,...

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