“What the pandemic showed is we can take marketing down to zero and still have 95% of the same traffic as the year before. So we’re not going to forget that lesson.”
– Brian Chesky (via Campaign)
In 2020, AirBnB cut $542 million of performa…
“What the pandemic showed is we can take marketing down to zero and still have 95% of the same traffic as the year before. So we’re not going to forget that lesson.”
– Brian Chesky (via Campaign)
In 2020, AirBnB cut $542 million of performance advertising spend and saw no measurable falloff in attributable sales. They continued this ad-slashing practice…
“What response rate do you get with cold outreach?”
In a recent SparkToro Office Hours, someone asked me this question. It’s at least 80%. Earlier this year, I had a 100% response rate with a batch of messages.
My approach? I invest serious…
“What response rate do you get with cold outreach?”
In a recent SparkToro Office Hours, someone asked me this question. It’s at least 80%. Earlier this year, I had a 100% response rate with a batch of messages.
My approach? I invest serious time qualifying my lead list and researching my audience before I send messages. This requires extra energy…
It’s been almost two months since my last post here. For those of you who pay attention to the digital marketing world, the infrequency of updates may be missed, but it’s likely familiar. Many, many web creators (those who publish, in any f…
It’s been almost two months since my last post here. For those of you who pay attention to the digital marketing world, the infrequency of updates may be missed, but it’s likely familiar. Many, many web creators (those who publish, in any format, on their own sites rather than big tech’s platforms) who historically published content with great frequency are…
Keyword research is broader than you might think, friends. If you’re in a rush, just click below to jump to that section:
Keyword research for SEO/PPC(to learn which terms have search volume in Google and how much)Keyword research for social m…
Keyword research is broader than you might think, friends. If you’re in a rush, just click below to jump to that section:
Keyword research for SEO/PPC(to learn which terms have search volume in Google and how much)Keyword research for social media marketing(to uncover hashtags, topics, phrases that get used/earn visibility on Instagram, Twitter, Facebook, LinkedIn, Pinterest, et al.)Keyword research for…
“I hate marketing.““Marketing is evil.““Marketing doesn’t work.““Marketing doesn’t work on me.““I’ll never buy from a company that markets to me.“
My best argument against…
“I hate marketing.““Marketing is evil.““Marketing doesn’t work.““Marketing doesn’t work on me.““I’ll never buy from a company that markets to me.“
My best argument against those kinds of reflexive, anti-marketing takes is this: people create wonderful things to help one another, to entertain, to make art, and yes, to make money, too. But just because something is wonderful doesn’t mean anyone…
You’ve created a stellar email newsletter, but few subscribe. You’ve launched an intriguing podcast, but listeners are nonexistent. You’ve published an exceptional blog post, a compelling research report, a remarkable webinar, a top-n…
You’ve created a stellar email newsletter, but few subscribe. You’ve launched an intriguing podcast, but listeners are nonexistent. You’ve published an exceptional blog post, a compelling research report, a remarkable webinar, a top-notch video, a stunning visual… but the audience just isn’t showing up.
In my experience, four root causes are to blame:
You’ve produced something of low qualityYou’ve produced…
