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Psychology

In the end you’re selling to the brain of your customer. Understand how it works , how to best get your message across and get people to take action.

What is Brand Equity in Marketing? (How to Become Memorable)

There are two cans of soda on a table. One is a Coca-Cola can, and the other is a cheaper, white label cola brand. Which do you choose?

You’ll probably choose Coke because it’s more familiar. It’s the safer bet. 

Coca-Cola has brand equity that makes people gravitate towards it. With the right framework, any startup can achieve this in their industry.

In this article, you’ll understand what brand equity is and how to build it so your audience reaches for your product, service, or solution over the rest.

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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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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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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 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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Email Marketing Strategy: Collecting Subscribers, Users & Loyal Customers

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.

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How to Create an Effective Branding Campaign That Inspires a Movement

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.

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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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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 Build a Messaging Strategy that Grabs Your Customer’s Attention

A solid messaging strategy ensures you grab your target audience’s attention and build interest in what you’re selling. 

But there’s no one-size-fits-all approach. It should be informed by your market, competitor, and user research, and optimized through feedback and testing. This will help you gauge who your audience is and how to speak to them at every customer touchpoint.

Throughout this article, we’re going to explore how you can set yourself apart from the competition and deploy a messaging strategy that resonates.

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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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