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Acquisition

Build vs. Buy: Which is Right for Your Business?

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.

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social media marketing header

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.

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Employee Advocacy: Empowering Your Teams on Social Media

Businesses looking to expand their reach online should consider setting up an employee advocacy program. Turning employees into advocates can shorten the sales cycle, boost growth, and help your team differentiate from the crowd. 

But, only 17% of businesses have implemented a formal, comprehensive policy. 

Allowing your employees to represent your brand online not only empowers them to be more than just a part of the team, it can also be a great way for your business to reach new audiences.

In this article, we’re going to explore what employee advocacy is, showcase some do’s and don’ts, and walk you through the process of creating your own policy.

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9 Product Demo Examples that Stand Out & Convert

A product demo is a critical tool in the sales process. It exists in the all-important consideration space between lead qualification and conversion, giving you the opportunity to show how your solution solves problems and makes prospects’ lives easier.

Done right, it’s a deal maker. Done badly, you risk losing sales.

In this article, you’ll learn what makes a compelling demo. We’ll look at the important principles and break down how successful companies use demos to engage prospects.   

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How to Get Sponsorship for Your Business, Book or Podcast

When your business, book or podcast needs additional support, sponsorship can make a huge difference. Not only do corporate sponsors offer the capital to help you forge ahead, their backing brings new contacts and exposure to new audiences that can take your project to the next level.

But it’s not as simple as reaching out to a company you want to collaborate with and putting their name on your website in exchange for cash. To work, sponsorship has to deliver a return on investment for the sponsor and value to your fans. In that sense, you need to look at it like selling a product.

In this guide, we’ll show you the steps to take to get sponsorship. You’ll learn how to create a sponsorship strategy and get in contact with prospects. We’ll also show you what to do after deals end to secure long-term partnerships with backers.   

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How to Get More Followers on Instagram (Without Buying Them)

90% of Instagram users follow at least one business account and 83% of people discover new products through their Instagram feed. 

Amassing a large following on Instagram can help you at every stage of the marketing funnel—from bolstering brand awareness to driving conversions.   

In this post, we’ll walk you through how to use Instagram to get in front of more people and incentivize them to become engaged followers. 

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How to Automate Apps with Workflows & Integrations

App automation can remove bottlenecks, save time and money, help you provide a better customer experience, and improve internal collaboration. But it should never replace the human touch. 

In this article, we’ll show you how to leverage app automation to produce desired results and reclaim productivity. We’ll also explore examples to apply across the customer journey and tools you can experiment with and invest in today.

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How to Conduct a Technical SEO Audit

The technical elements of your website’s SEO are crucial to search performance. Understand and maintain them and your website can rank prominently, drive traffic, and help boost sales. Neglect them, and you run the risk of pages not showing up in SERPs.

In this article, you’ll learn how to conduct a technical SEO audit to find and fix issues in your website’s structure. We’ll look at key ranking factors including content, speed, structure, and mobile-friendliness to ensure your site can be crawled and indexed. 

We’ll also show you the tools you need to boost on-page and off-page SEO efforts and performance, and how to use them.

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An In-Depth Guide to Technical SEO

Keyword research, high-quality content, link building, on-page SEO—these tactics help you improve organic rankings. But search engine optimization strategies will only take you so far. 

Getting your technical SEO house in order is the final piece of the puzzle in site ranking.

Technical SEO is about giving your searchers a top-quality web experience. People want fast-loading web pages, stable graphics, and content that’s easy to interact with. 

In this article, we’ll explore what technical SEO is and how it impacts website growth. 

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A Step-by-Step Guide to LinkedIn Ads

LinkedIn can help you tap into a specialized and high-quality professional audience. Brands that advertise on LinkedIn are perceived to be 92% more professional than competitors, too. 

But it’s not the right choice for everyone. Done wrong, you’ll blow through your budget and waste time. Looking professional doesn’t matter if your ad doesn’t reach your target audience and drive conversions. 

In this guide, you’ll learn how to make your ads budget go further, whether your products are right for LinkedIn, and how to measure your success. We’ll also look at some examples of LinkedIn ads that get it right and how you can emulate them. 

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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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