All posts by Nikki L

The great SEO heist: The untold story

By in Marketing Tag

by Andrew Holland  for Search Engine Land It’s been a few months since the great SEO heist went viral online. You’ve probably heard all about it already. But what you need to learn is the untold story.  Because that changes everything. SEO robbery in broad daylight I’m not going over old ground here, but in case you missed it, here are the details. An SEO copied a sitemap. He then used his AI content tool to recreate thousands of pages of copy. He gained over a million monthly visitors. He told everyone about it. They got a manual action. As…

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Profiling: The onboarding step that transforms your growth efforts

By in Human Resources Tag

by ELENA VERNA for Elena's Growth Scoop You’ve certainly heard it before:  “No! We can’t add more questions to the onboarding flow. It will drop our activation!” Skipping profiling questions in onboarding is a classic example of a good idea being applied in the wrong place. Frankly, I think this instinct mostly comes from B2B product teams borrowing from B2C best practices—yes, a few extra questions might prevent a teenager from playing your free iPhone game. No, a few extra questions will not prevent a highly qualified professional from using your platform. And yes, reducing friction in UX is crucial.…

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Growth marketing 2024 playbook: Focus on customer lifetime value

By in Marketing Tag

by Daryl Fanelli  for Search Engine Land Forget flashy ads and vanity metrics. 2024 is all about strategic growth marketing focused on building real customer loyalty. Leading brands know the most valuable customers aren’t one-time buyers, but passionate fans who provide recurring revenue.  Here’s how to structure marketing experiments that move users through the AARRR funnel, from acquisition to revenue and beyond. What is growth marketing? Growth marketing is a type of marketing aimed at growing and scaling a business through customer loyalty and advocacy. Unlike traditional marketing, it is less focused on gaining new customers in the short term…

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Your Burnout Is Trying to Tell You Something

By in Human Resources Tag

by Kandi Wiens for Harvard Business Review “It’s not you. It’s your job!” That’s become one of my favorite conversation starters when my coaching clients and workshop participants tell me they’re burned out. In addition to suffering from the low energy, low motivation, and low work performance that are characteristic of burnout, many of them carry unnecessary guilt or shame, assuming they’re somehow at fault for their own work-related stress and burnout. Research has established, however, that burnout is primarily the result of psychologically hazardous factors that occur at your workplace. (So no, it isn’t just an individual problem; it’s an organizational…

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How to Lead a Successful Cause Marketing Campaign

By in Marketing

by SARAH LYNCH for INC. Your marketing money is precious, and spending it to promote another organization may not seem worthwhile. But think again.   Indeed defines cause marketing as a "type of campaign in which a for-profit business seeks to advocate for a social cause while increasing profits." In this way, cause marketing is different from charitable giving, says Lauren Reed, CEO of Reed Public Relations, a Nashville-based public relations and marketing agency that offers cause marketing services: "It's truly a marketing function that drives sales and awareness for your organization while also benefiting your nonprofit or community partner."   Pulling together a top-tier cause marketing campaign…

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AI-enhanced YouTube marketing: Insights from 3 case studies

By in Artificial Intelligence and Machine Learning, Marketing

by Greg Jarboe  for Search Engine Land YouTube marketing is growing increasingly sophisticated with the application of artificial intelligence (AI). Brands and marketers are finding new ways to use AI tools to improve the impact of their YouTube campaigns.  This article examines three case studies from Egypt, Saudi Arabia and India, showcasing successful examples of AI-enhanced YouTube marketing. Creating video content that resonates It takes time and talent to master the art of creating video content that can change hearts, minds and actions. At least, that was the case until recently, when three key trends started reshaping YouTube marketing. (Spoiler alert: AI-generated…

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How Do Buyers Prefer to Interact With Sales Reps? [New Data]

By in Sales

by Erin Rodrigue for HubSpot Confession time: I've been in the market for a new car for months now, but the thought of stepping onto a car lot and negotiating prices with a car salesperson is about as exciting as getting a root canal. Luckily for me, the Internet exists, and I can do quite a bit of research on my own. I can pinpoint the exact value of my current car, compare prices, and find the right car for me. But this got me wondering: is my do-it-yourself approach a reflection of a larger trend with modern consumers? Are…

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Do More With Less: Six Smart Ways to Balance Brand & Demand to Drive Growth in Tough Times

By in Marketing

by Mat Zucker, Kate Price for MarketingProfs For marketers who spent most of the past year trimming budgets and delaying launches, it's no shock that 2024 will bring more of the same. A recent study from Gartner found that 75% of senior marketers report being asked to do more with less, and 86% agree that those budget cuts mean making big changes in how they work to achieve their goals. If marketers thought the economic outlook would become clearer, they're likely disappointed. The risk of recession in the year ahead keeps falling and labor markets are strong, but consumer confidence is still shaky. That…

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Which Hogwarts House Do Marketers Belong To? [Infographic]

By in Marketing, Work Tag ,

by Ayaz Nanji for MarketingProfs Have you ever wondered which Harry Potter house fits you best as a marketer? If so, you're in luck. An infographic (below) from Media Update covers whether you're more Gryffindor, Slytherin, Ravenclaw, or Hufflepuff. Specifically, it looks at how four key traits of great marketers—bravery, ambition, intelligence, and empathy—correspond to each house. Check out the infographic:

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