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Acquisition

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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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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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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A Complete Guide to YouTube Analytics

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.

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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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Build vs Buy

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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