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.
“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.
The classic lifespan of successful products is a story in four parts:
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.
If you’ve been in business for any amount of time, you may well have heard the phrase, “the money is in the list.”
It’s a proverb as old as the internet, probably older. It’s also true. And more relevant than ever. If you want to build a successful business, a strong email marketing strategy is one of the best ways to do it.
However, it’s not without challenges. Over a third of email marketers struggle with acquisition and close to a half say increasing engagement is their number one challenge.
Research shows that for every $1 you spend on email marketing, you can expect an average return of $42. Compare that to paid advertising where the average ROI is $2 for every $1 spent.
You can see why email is such a crucial part of an effective product launch strategy.
Email is profitable because it allows you to talk directly to your audience. You don’t have to rely on ever-changing algorithms and hope your message reaches the intended segment. Email gives you a direct, unobstructed means of communication, thus a bigger return.
In this article, we’ll cover what’s needed to grab attention in a stacked inbox. Then, we’ll break down 10 successful product announcement emails, looking at why they work and what you can learn from them.
With more than 2 billion monthly active users and more than a billion hours of content consumed every day, the right Youtube strategy can increase brand awareness, engagement, and conversions.
But, cutting through the noise can be a challenge.
Strategically leveraging YouTube’s robust analytics can help you make data-backed decisions and improve performance.
In this post, we’ll tell you how to use YouTube analytics to grow your brand and generate more video content views.
Brand is the perception of your company in the eyes of the world. It’s shorthand for who and what you are.
Getting branding right gives people a reason to love you, which they’ll reward with loyalty. Getting it wrong, however, can create an impression you may never be able to change.
In this article, you’ll learn what’s required to create a branding campaign that strikes the right chord. We’ll look at the importance of strategy and cover the key ingredients a campaign needs to increase brand awareness. We’ll also give you creative fuel by breaking down how Lemonade has used branding to disrupt the market.
Product leaders often believe it’s cheaper to buy software than build it. But that’s not always the case. You don’t need a large development team or outside capital to build your own software from scratch.
Whether you decide to build or buy, the technology you adopt must align with your business goals.
In this post, we’re sharing a build vs. buy framework to help you consider the opportunity costs and make an informed decision on whether to buy software off the shelf or build a custom solution.
Building loyalty and awareness are top priorities for any social media marketer. And for good reason. The greater your visibility, the more your brand is in front of potential followers.
By turning those fans into customers, you can create long-term advocates that spend more money and recommend you to others.
In the past, it was possible to achieve these goals through promotion and advertising. However, the rules of engagement are changing. Today’s social media users are more discerning about where they place their trust. Brands have to work harder and smarter to earn it.
In this article, we’ll look at how the social media landscape has evolved, and what you can do to grow your presence and create a community of loyal fans.
App store optimization (ASO) is about getting your mobile app in front of the right users at the right time.
With 2.22 million apps available in the Apple App Store and 2.89 million in the Google Play Store, you need the best possible strategy to help your app stand out.
In this post, we’re sharing how ASO helps you increase traffic and downloads, the specific on-metadata vs. off-metadata factors that matter, and how to leverage ASO mechanics to maximize conversions.