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All Things Data-Driven Marketing

A Guide to Reputation Management: Build an Audience of Superfans

79% of consumers trust an online review as much as they would a recommendation from a friend.

And 94% of shoppers state that just one bad review has convinced them not to buy from a company.

Reputation management is the practice of actively influencing what people think of your brand and what they see others saying about your company when they look online.

In this guide, we’ll discuss how to implement a brand reputation management strategy, use personal branding to develop a good reputation, and protect your company from developing a negative one.

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A Content-Driven Framework for Personal Brand Building

Your relationships and reputation are intangible assets. 

Foster your personal brand, and you’ll build perceived value, trustworthiness, credibility, and reliability—ingredients that contribute to audience building and revenue. 

But to showcase your expertise and stand out, you need to have something interesting to say. And you need to say it consistently.

In this article, we’ll share tips for how to build your personal brand, grow your audience, and expand your online presence.

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How to Craft a Digital Advertising Strategy that Combats Rising Costs and Captures New Customers

Total digital ad spending worldwide exceeds $450 billion. By 2024, that figure will rise to $645 billion.

This kind of spending means crowded ad platforms, which makes it more difficult to stand out. 

If your business has a five- or six-figure digital advertising budget, you can put more money behind campaigns. But this is exactly what has caused online ad prices to increase by an average of 45% on Google and Facebook (and up to 1000% in some sectors). 

If you don’t have those kinds of resources or would rather not continually increase spending, you need to think outside the box.

In this article, we’ll talk about some less saturated digital advertising strategies you can use to get ahead. We’ll also show you what it takes to create advertising that gets people to act.   

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7 Landing Page Examples & User Journey Breakdowns to Swipe for Inspiration

Banner ads, webinars, email marketing automation, social media promotions, SEO, content marketing. You invest in a variety of digital marketing channels to get in front of new audiences and drive traffic back to your site.

Your landing page is the make or break of these efforts. It’s the point where effort spent on creative and dollars spent on ads culminate in a successful conversion—or not.

Unfortunately, most landing pages are ineffective, with an average conversion rate of only 4.6% across all industries.

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Top Product Marketers Header

Product marketing is today’s most critical marketing function. And yet, it’s unfamiliar and confusing to many. The best way to think about it: product marketing is strategy.

Product marketers work to understand the market and what motivates customers. They choose the market segments to target. They determine what attributes the product needs to win against the competition. They design an effective go-to-market plan along with the required positioning and messaging.

In this article, we brought together 17 of the best product marketers from companies like Gong, Privy, HighSpot and Vanguard (most of them are your instructors in CXL’s Product Marketing Minidegree) and asked them for their best advice for those who want to rise through the ranks of the most in-demand marketing role today.

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How to Create a Marketing Funnel by Responding to Customer Behavior

The marketing and sales funnel is a time-tested framework for mapping the customer journey.

However, with every new technology, channel, and distraction served up by the internet, that journey becomes less linear, and the traditional funnel becomes less relevant. 

In the current landscape, to successfully guide a person from prospect to customer, you need to think about their behavior and deliver marketing that fits their needs at every stage of the funnel.

In this article, you’ll learn how to do just that. We’ll look at how to use the marketing funnel as a model for your content, how users behave throughout their journey, and what it takes to inspire action. 

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How to Build & Execute a Facebook Marketing Strategy

When it comes to reach, no other social media platform comes close to Facebook. More than half of all active internet users worldwide use it, and two-thirds of users say they visit business pages at least once a week.

The sheer size of Facebook means there’s likely an audience for any product. But that doesn’t mean you can set up, start posting and watch the magic happen. 

Organic reach on the platform hovers around 5.2%. To succeed, you need to win the battle for attention and stay in the good graces of Facebook’s algorithm.

In this article, you’ll learn how to build and execute a Facebook marketing strategy around your audience’s interests. We’ll look at how to thrive with organic content and how to extend your reach with pay-to-play.

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Measuring Market Penetration with Brand Tracking (+ Metrics & Examples)

You work tirelessly to understand your customer, market, and competition so you can differentiate. Voice-of-customer (VoC) research, user research, competitor research, and insights on jobs-to-be-done (JTBD) can inform your marketing strategy. 

Brand tracking is how you measure if those efforts are paying off.

Brand tracking provides both qualitative and quantitative answers to crucial questions:

  • How do your customers perceive your brand?
  • Are your campaigns driving conversions?
  • Do consumers know who you are?
  • Does your messaging at each touchpoint match customer intent? 
  • Is your brand part of most consumers’ consideration set?
  • Have you built perceived value?  

In this article, we’ll share key brand tracking metrics and methods for how to measure and optimize your success. 

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How to Calculate & Maintain a Healthy Customer Acquisition Cost (CAC)

“You have to spend money to make money.”

This seemingly good-natured advice has spelled doom for millions of businesses worldwide. 

While it’s true that businesses occasionally need to spend more upfront to validate their idea, doing so with a complete disregard for unit economics can be fatal.

That’s why Customer Acquisition Cost (CAC) is such a critical metric. It’s the single most important indicator to prevent reckless spending. In this post, we’ll show you how to calculate CAC, plus share a few tips to help you maintain it at a healthy level. 

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How to Model Your Marketing Against the Product Lifecycle

The classic lifespan of successful products is a story in four parts:

  1. Introduction
  2. Growth
  3. Maturity
  4. Decline

How this story plays out has a lot to do with the type of product and how it’s improved over time, if at all.

However, the shape of the curve—the length of the arc and the speed of the decline—is also determined by how you market that product at each stage of its life. 

In this article, we’ll look at the different stages of the product lifecycle through the lens of marketing. You’ll learn about the different strategies available and the impact they’ll have on the future of your product.

(Want to learn more about product marketing? Take the Product Marketing Certification Training program).

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What’s on my mind

Hi, I'm Peep Laja—founder of CXL. I'm a former champion of optimization and experimentation turned business builder.

I do a lot of thinking, reading, and writing around business, strategy, and optimization. I send a weekly newsletter with what's on my mind on this stuff.

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