Category: Marketing

Marketing Startups Tactics

How One Media Placement Led to 1,600 Customers — And How You Can Do It Too

Amanda NatividadBy Amanda Natividad
“But, customer acquisition isn’t how you measure the success of public relations.” I didn’t have formal PR or marketing training and still, I knew it was a ridiculous KPI. This was during my time at direct-to-consumer (DTC) healthy snack startup NatureBox. We were a series A startup, a lean team that needed to grow our business quickly. It just wasn’t…
Marketing

A Marketing Team’s FAQ for Meta’s Threads App (Plus, Findings From Our Survey!)

Amanda NatividadBy Amanda Natividad
If you work in marketing, there’s a good chance your leadership has asked you about Threads. If you work in social media marketing, then leadership has almost certainly asked for your early reaction to Meta’s Twitter clone. Should we make an account? Should we cross-post from our top-performing social media channel? What’s our content strategy? Whew. Take a deep breath,…
5-Minute Whiteboards Marketing Product Tactics

How Do You Create a Great Marketing Strategy? | 5-Minute Whiteboard

Rand FishkinBy Rand Fishkin
This week, I’m going back to basics. Not because you need a refresher course, but because so many of us are frustrated in the weeds of marketing precisely because we can’t see the strategy forest for the tactical trees. I’ve written before about how too few marketers grasp the difference between strategy and tactics. If you’re struggling to get a…
5-Minute Whiteboards Advertising Analytics Marketing

5-Minute Whiteboard: How Obsession with Attribution Warps Marketing Investments

Rand FishkinBy Rand Fishkin
Why do 90% of marketing dollars flow to paid/performance channels that provide attribution? HINT: It’s not because ads are 10X more effective than organic investments. It’s because ads aren’t just measurable, they’re attributable. Your CFO, CMO, and CEO can get in a room and look at the CAC:LTV ratio of every performance channel and feel like they know where they…
5-Minute Whiteboards Advertising Analytics Data Marketing

5-Minute Whiteboard: Measurement vs. Attribution

Rand FishkinBy Rand Fishkin
Howdy SparkToro fans and welcome to the first edition of a new series we’re experimenting with—short, whiteboard style explainer videos. This inaugural video covers a concept that’s crucial to the future of marketing: measurement vs. attribution. For the last 20 years, we’ve lived in the golden age of attribution. Measuring the kinds of metrics I talk about in the video:…
Marketing Tactics

Your Burning Questions About Google Analytics 4 (GA4)

Amanda NatividadBy Amanda Natividad
Google Analytics 4 (GA4) officially launches July 1, 2023. If you’re here, it’s probably because you’re not quite ready for it. Fear not, friend! We’ll get you up to speed. We recently hosted a SparkToro Office Hours crash course with our friend Steve Lamar, GA4 expert and founder of ReallyGoodData. (Eagle-eyed readers will recall we partnered with Steve on our…
Marketing Tactics

Your New KPIs to Gauge Content Quality

Amanda NatividadBy Amanda Natividad
Rand hates the phrase “high-quality content.” Quality is entirely subjective. And because it’s subjective, it’s impossible to measure, let alone find agreed-upon standards. Here’s an example: Remember that Ted Lasso Season 2 episode, Beard After Hours? Rand thought it was art while Casey thought it was drivel. (I have the least helpful opinion here which is that I thought it…

Keep up with SparkToro®