B2B Marketing Blog

John Doe

Architect & Engineer

We love that guy

Top five tools for remote team collaboration header


If there’s one thing we at Bold Digital Architects understand very well, it’s that talent isn’t hindered by borders. In this day and age, where the entire world is at your fingertips and most of what we do happens online anyway, it would be a shameful waste of opportunity to look for skilled team members in a radius smaller than 6,371 km.

By tapping into the global pool of talent, we were able to assemble an amazing team of creative marketers all over the world, from Israel to Croatia, from Romania to Bosnia and Herzegovina.

Idyllic as it may sound, managing a fully remote team comes with a few challenges, as well. The secret ingredient to virtually any team’s success is communication and collaboration to get those synergy juices flowing. However, when the team is spread across different time zones and different work cultures, that can be a difficult task.

Luckily for us, there are tools out there that help us communicate better, collaborate easier and get the job done with stellar results. I’d like to take this opportunity to share my experiences with you; possibly help you overcome any potential fear and inspire you to bring in your next team member from across the planet!

Here are my picks for the top five tools for remote team collaboration:

1. WhatsApp (Groups)

I want to start with WhatsApp groups because in our line of work, it all begins with a solid plan – and you need the combined brainpower of your team members in order to have a solid plan come together.

Whether we’re discussing the next blog post with our clients, that new keyword we want to push for or how to handle content distribution across the social media plane, the job gets done quickly and efficiently through the groups on WhatsApp.

WhatsApp is a great app for multiple reasons:

  • Everyone is already using it. That means no onboarding, no tutorials and training, no getting used to, no “I didn’t know we could do that with this tool”.
  • It’s available on both mobile and PC. The PC version works great and it’s easy to continue the conversation on the go, or wrap it up at the desk. Transferring photos and videos, for example, is a breeze with WhatsApp, which has proven super useful when preparing social media content (however not that WhatsApp does take the quality down so apply with caution).
  • Groups are easy to set up and moderate, and the discussions are easy to follow and follow up on.

2. Asana

After agreeing on a plan and making sure everyone’s tasks are properly communicated, it’s important to use a collaboration platform to track the progress. We love us some Asana here, as this tool makes it easy to ensure that everyone knows what the next steps are. Obviously, you can use the free version of the tool, but we’ve opted for the Premium version as the additional features really bring a lot of value to the table.

In our case, we’ve set up an entire content calendar project with custom fields that different members of the team can edit. Everyone from the AMAZING content writers, editors, SEO manager, account managers, to the designer and finally – client, can track the progress of the project and give their thoughts and opinions.

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So, for example, the SEO manager will update fields like Meta Text, LSI Keyword or Main Keyword, while the content author will fill up the fields like Author, Type of Content or Description. If we’ve already agreed on a title for our next blog post, we can notify our designer to prepare the visuals, and he can simply update the task to let everyone know that part of the work is done.

It truly is a group effort which results in properly streamlined work, where everyone can understand where we stand with a task at no more than a glance.

3. Zoom

It’s one thing to plan, map out and prepare a project, but executing it is a whole different beast. The content that we are creating for our clients needs to be relevant, easily digestible and speaking clearly to the target audience. But most importantly – it needs to be fresh and original.

In order to avoid the echo chamber that is the Internet – we do our best to invite relevant speakers, opinion-makers, and trendsetters (which are often our clients to begin with) for a short chat, to use their knowledge and firsthand experience to create compelling content that really brings that extra “oomph” to the reader.

Among the best tools for audio/video chats (and our favorite) is Zoom, mostly due to how widespread and simple to use it is. Installation is virtually non-existent, the interface super intuitive and the quality of the audio is (and I say this without fear of overstating) unmatched. It’s a welcome addition to every content creator’s arsenal.

4. Google Docs

Now it’s time to get to the actual writing and for that, we really enjoy the advantages and little perks of Google Docs. Even though it may seem identical to Microsoft’s Word on the surface, there are many little advantages that, when added up, make a mountain of a difference.

First and foremost – it’s a lot simpler to use. All you need is a browser and you can use it anywhere, on any device and on any network. Docs is essentially free to use, but I do recommend going for one of the paid G Suite versions if you’re really serious about improving your remote team’s collaboration perspective.

Perhaps the key advantage is in how Docs handles collaboration. Docs allows you to create a document and invite other team members to work on it, suggest changes and edits, or to add their own copy. You can forget about countless versions of the same file getting lost going back and forth through an email chain. There is just one file and a URL that allows you to access it from any device and from any network.

Speaking of access, it’s also important to stress that Google Docs handles permission management and sharing with ease. With just a few clicks you can organize who has access to what and to what extent. It’s all very seamless and user-friendly.

Last, but definitely not least, is its integration with Grammarly and its own, AI-powered spelling and grammar checker. Regardless of how pro you are and how many thousands of words you may have under your belt, you’re bound to mess up here and there. Sometimes you’ll be pressed on time, sometimes you’ll be exhausted from other tasks, sometimes you’ll just unexplainably fail (we still love you, though, Damir!), and in those situations, having a little AI-powered help goes a long way.

I’m not saying you shouldn’t have another pair of eyes proofreading your content, which you definitely should (we organize proofreading through Asana, by the way), but getting rid of the obvious mistakes helps cut down on time and makes the entire content creation process faster.

5. Google Drive

At the end of the day, all that content needs to sit somewhere where it’s easily accessible to every team member. Given that we enjoy Google Docs, it’s only natural to have Google Drive as our default storage option. Together with Docs, it’s part of the G Suite, so you know what you can expect from it – a seamless experience, access from any device, plenty of storage and a place to securely store all your content. It’s basically a must.

With the right tools, everything is possible

Making it work with a fully remote, global team might sound as an intimidating task at first, but with the right people, the right mindset and the right tools – it’s a lot better than anything you’d be able to accomplish locally. For me, these five tools are irreplaceable and make collaboration for a remote team a joyful event. Hopefully, they will be an essential part of your arsenal tomorrow, as well.

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John Doe

Architect & Engineer

We love that guy

Top 5 marketing conferences to attend before the end of the year header


It’s an exciting time for marketers as we’re approaching a busy fall season teeming with events dedicated to the industry specialists (and all others who are interested).

I love attending conferences as it’s an opportunity to zoom out and reflect. You’re shown by an example. I think that when you travel (business or pleasure) it changes you, puts life into perspective, triggers growth, self-belief, and strength in your mind.

However, since we can’t always be on the go and can’t always attend conferences, I picked out five of the most interesting marketing get-togethers worth visiting this year and arranged them by order of occurrence for your convenience. Here goes.

Man talking at a conference microphone

This was a very practical talk that I plan on implementing ASAP. I’m also excited to say that Marcus will be interviewing on my podcast so stay tuned.

1. Hubspot’s Inbound

Organized each year by our beloved HubSpot, Inbound is my ultimate favorite conference. It’s like a Disneyland for marketers. This major conference focuses pretty much everything marketing teams and c-levels in companies across the board need to know in order to step up their growth game. Taking place in Boston, Massachusetts, from September 3-6, it will feature over 250 educational sessions on the newest trends in marketing, sales, and customer success.

Inbound is a great place for reflecting from new perspectives on the opportunities and challenges in the field of marketing, especially found in one’s own business. This is why I’ve kept returning to it for years now – this will be my fourth year attending it.

Noa Eshed taking timeout between sessions at Hubspot Inbound 2018

Taking timeout between sessions at Inbound 2018

This year’s event will feature some well-known names such as the accomplished journalist Katie Couric, actresses Jada Pinkett-Smith and Jennifer Garner, and John Foraker – who with Garner co-founded Once Upon a Farm, as well as Reddit co-founder Alexis Ohanian, just to name a few.

2. Hawkefest

Hawkefest is an unusual e-commerce industry event that will take place on the Houdini Estate in Hollywood on October 3. This “anti-conference”, as the organizers call it, will have a circus tent for its keynote speeches. In addition to interacting with industry peers, the guest will experience immersive entertainment activities, gourmet cuisine, and a top-shelf open bar.

The participants will share their thoughts and experiences about a range of topics covering:

  • fundraising and finance
  • company culture
  • marketing
  • product
  • operations
  • technology
  • emerging industries, and more.

helping you navigate your startup to marketing stardom

High-profile speakers include True Religion’s CEO Chelsea A. Grayson, VynerMedia’s Chief Media Officer Jeff Nicholson, and many others.

3. B2B Marketing Forum

On October 16-18, Gaylord National Resort and Convention Center near Washington D.C. will welcome on its soil “leaders, innovators, and people who make things happen”. There they will discuss the latest trends in B2B marketing and share their success secrets.

This is where the B2B magic will be happening.

Over 1,000 attendees will partake in workshops on topics such as:

  • content strategy
  • demand generation
  • email marketing
  • marketing strategy and planning
  • storytelling
  • sales and marketing alignment.

If you choose to attend this event, you’ll have the pleasure of hearing such individuals as Neen James, an accomplished author named top 30 leadership speakers by Global Guru for several years.

She will join the crowd with other keynote and featured speakers like Ann Hadley, MarketingProf’s Chief Content Officer and Wall Street Journal bestselling author, Cliff Lewis,

the Executive Creative Director at Godfrey, Jay Baer, the president of Convince & Convert, and many more.

4. SMX East

Taking place on November 13-14 at the New York City’s Jacob K. Javits Convention Center, SMX East is a conference generally oriented toward search marketers. That said, it offers plenty of valuable content and experiences to everyone with a desire to learn more about the topic. In over 90 sessions, visitors will have the opportunity to get a deeper understanding about SEO, SEM, CRO, attribution, analytics, content, mobile, and other matters related to generating more traffic and higher-quality leads, increasing conversions, making stronger sales, and more.

This year’s event will bring two brand new content concentrations:

  • agency operations and management
  • local search marketing for multi-location brands.

Some of the noteworthy speakers include Google’s Search Advocate Daniel Waisberg, Microsoft’s Senior Program Manager Frédéric Dubut, as well as SparkToro’s CEO Rand Fishkin.

5. Digital Marketing World Forum

On November 25-26, RAI Amsterdam’s Elicium Center (Europe’s largest conference center btw.) will become the hub for exchanging ideas concerning the future of digital marketing technologies.

Marketing specialists and enthusiasts will get a chance to discuss topics including:

  • content and digital brand strategy
  • data and disruptive tech
  • e-commerce
  • UX and CX
  • influencer and social media marketing.

At the Digital Marketing World Forum, you’ll find experienced folks from big companies, such as Monika Matuszevska – the Digital Manager at L’Oreal, Marene Arnold – Mastercard Netherlands’s Marketing and Communicating Director, Booking.com’s Content Strategist Sade Laja, and Diogo Miranda – TomTom’s Head of Social Media and Advertising.

Final thoughts

Whichever conference(s) you choose to attend, I hope you enjoy and bring home some useful experiences and insights, as well as valuable connections. And who knows, maybe we’ll even run into each other!

Image credits:




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John Doe

Architect & Engineer

We love that guy

8 Inspirational Videos to Kickstart Your Marketing Mindset This Year (1)


This article by Sarah Pritzker first appeared on Youtubetomp3shark.com.

What do the Volkswagen Phaeton, Microsoft’s Zune media player, and Coors Rocky Mountain Sparkling Water have in common (aside from the fact that most people have never even heard of these products)? They were all good products that made one fatal error: poor marketing.

That’s right. In today’s overstimulated society, you can have a great product to sell, but if you don’t market yourself properly, you’ll end up as just another one of those forgotten fails. The good news is that there are lots of experts only too glad to share their marketing wisdom with today’s eager business owners.

Of course, you want to start out knowing that there is a demand for your product, that you’re targeting the right niche audience, and that your messaging is clear, honest, and inoffensive. But, then what? That’s where the experts come in. So, whether you’re selling the world’s fastest running shoes, a revolutionary technology, or a service that just can’t be beat, pull up your chair, and learn from the best.

Marketing Strategies for the Win #1: Use inbound marketing like a boss

Everyone talks about inbound marketing, but few actually take the time to learn enough about the subject to really make a difference. That’s why this video is my first recommendation. We all know how important inbound marketing is, but how many of you really know what it is, how to do it properly, and where to go next?

This video really takes you in-depth into the topic, walks you through the stages of attract, convert, close, delight, and more. One thing to note, this video is an hour long. You can listen to it on a faster speed to cut down on the length, but the value you get from it is really worth the time investment. And remember, Rome wasn’t built in a day.

Marketing Strategies for the Win #2: Piggyback on other people’s successes…and failures

Smaller businesses (or bigger businesses that haven’t grown into themselves yet) don’t always have the budget that billion dollar corporations do for marketing, but they really don’t need it. One of the easiest ways to propel your business forward when you’re just getting started is to market your brand off of the coattails of another, bigger company’s actions.

Now, there are plenty of examples that you can find to use a larger business’ success to make some noise (posting a useful guide on a successful blog, offering a free trial from an established Facebook page, etc.), but if you really want to be creative (and get noticed), why not take advantage of a company’s faux pas? 99designs did just this perfectly. A few years back, Gap tried rebranding by launching a new logo. Long story short, the logo was terrible, and fans were appalled. Gap took a lot of heat, got loads of bad press, and took a dive in their stocks as well.

But 99designs, a small logo design company, saw this as a golden opportunity and ran with it. They launched a competition urging designers to help Gap out by coming up with a better logo design they could use instead of the flop. Now, people were already talking about the Gap blunder, so when the competition launched, tens of thousands of people already tapped into this buzzfeed eagerly jumped into the competition, giving 99designs huge coverage. That’s smart marketing.

In this video, Randy Komisar, a wildly successful venture capital partner and entrepreneur, talks about how he used failure to propel himself and many other companies forward to even bigger successes than before. Take a look.

Marketing Strategies for the Win #3: Better their lives in some way

We can’t have a marketing roundup without including something from the master, Steve Jobs. In this video, Jobs gives over his million-dollar message to any company out there: marketing is about values. Everyone wants to solve their problems, and your job as a marketer is to prove to the consumers that your product does just that. And the way the big dogs make this happen (and the way even little dogs can become successful in their own niches) is by showing that they care and that they’re there to make your lives better in some way.

Jobs goes through the big brands and products and shows us their secrets, show us how they promote betterment not statistics, numbers, or specs. Nike doesn’t tell us their sneakers are made of premium grade rubber. They SHOW us how great athletes are, their prowess, their power. And those athletes wear Nike. Show people that your brand can make their lives better, and you’re golden.

Marketing Strategies for the Win #4: Link out to other credible resources

Another marketing giant of today, Neil Patel, gives beginner marketers a great and super simple tip to start building your audiences. It’s a really short video, only a few minutes long, and in it, Neil talks about this idea: linking out to credible resources. He even says that you should link out to competitors when it is relevant. What?! I know it seems really counterintuitive to drive traffic away from your site and to a competitors’, but here’s the logic.

helping you navigate your startup to marketing stardom

Your brand is new, and nobody knows who you are or what you’re about. You post an article on your blog, and you offer good information. Hey, this guy knows what they’re talking about. You add in a link to a useful tool that your competitor has. Wow, they’ve even got a tool I can use. Suddenly consumers are getting to know you, and what they’re getting to know is that you’re someone who they can turn to for useful information, helpful tools, and genuine value.

So yeah, that’s worth all the linking out you do big time. What’s more, many people will appreciate the attention and link back to you in one of their articles, giving your site more attention and credibility. Bottom line, linking out to credible resources (even competitors) builds trust, reliability, and value.

Marketing Strategies for the Win #5: Utilize educational marketing to position your brand

Something interesting has occurred over the past few years. Consumers are no longer going to websites to see what the brand has to say about their product. Instead, customers are looking elsewhere for their information. They’re going to review sites, they’re scouring the internet, they’re doing research. While this might not seem like a big deal (after all, customers are still buying products at the end of the day), this is actually a major shift that marketers need to address.

These days, consumers don’t want to be sold to, they want to be informed. They want to be given information, so they can make their own choices based on education. So, the smart marketer will give consumers the information they’re looking for to make a good decision on their own. Enter education marketing.

By giving over the information consumers are looking for, this does several things:

  1. Establishes you as an authority
  2. Shows customers that you’re there to help
  3. Lets you give over your message sincerely
  4. Creates buyer trust
  5. Creates a deeper relationship with your customers. After all, you’re not the seller, you’re an educator

Here’s a short video clip that helps explain the concept perfectly. With educational marketing, you answer questions and give genuinely useful and good content. Use all the tools in your toolbox (blog posts, ebooks, videos, etc.) and give over as much valuable information as you can. And then they’ll come running with wallets open!

Marketing Strategies for the Win #6: Use emotions

Most people go through life sort of on autopilot. We get up, go to work, do our thing, come home, take a shower. Rinse, repeat. There isn’t much that shocks us out of our status quo, but one thing does. Emotions. Complex emotions are what separate us from other species (sorry cat lovers, read the studies), they’re what make our days good or bad, humdrum or meaningful. Emotions make things, experiences, and people stand out in our minds.

And that’s what brands need to take advantage of. The power of emotions is so compelling that major companies use them to propel their brands forward. Coke is the perfect example of this. The brand sells a fizzy drink that’s terrible for our health and rots our teeth, but that’s not what people think of when they hear Coke. Check out their commercials and this video that explains them. You’ll see a lot of these messages:

  • Friendship
  • Happiness
  • Relaxation
  • Holiday festivities
  • Success
  • Spreading joy
  • Sharing
  • Family

Coke isn’t selling a drink, they’re selling positive values. And that’s something everyone wants to buy.

Marketing Strategies for the Win #7: Leverage influencers marketing

Influencers are major players in the world, and marketers would do well to take advantage of them. These players tell thousands, if not more, people what’s cool, what’s new, and what’s worth buying. In this quick clip, Neil Patel shows us how and why to leverage brand influencers for marketing success.

Marketing Strategies for the Win #8: Social media marketing, a new twist

Gary Vaynerchuk takes the idea of social media marketing and totally spins it on its head. I mean, he has a fabulous delivery whenever he speaks, but this video gives you one of the biggest key factors in marketing success. In fact, this is probably the best message any marketer (heck any person) can hear to influence their marketing campaign success.

In this video, Gary tells you all about his secret power: it’s called optimism. He doesn’t just take a head in the clouds type of mentality. Really, he talks about how to use all the marketing techniques, all the business opportunities, all the technologies, and everything that comes into your hands properly. Oh yeah, and then he talks about social media marketing and what a valuable tool it is when used properly. Check it out.

There you have it. Eight of the best marketing tools and tricks you can use (along with helpful videos in case you can’t stand reading this again and again) to make your business boom.



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John Doe

Architect & Engineer

We love that guy

Why podcasts are the next big thing for marketers


I see a lot of growing buzz around podcasts and podcasting in general. It’s kind of interesting and yet weird seeing as I’m a self-proclaimed audio freak and have been listening to podcasts and audiobooks for years. Being an early adopter feels slightly rewarding in a sense that podcasts, this relatively unknown thing I’ve been consuming for quite some time, are coming into their own, and deservedly so.

But podcasts are far from a “thing” or a fad that’s taken the Internet by storm. There’s a rock-solid foundation for their success that makes perfect sense on the largest of scales, and one that marketers can effectively leverage. Oh boy, do I have a lot of revelations for you.

To podcast or not to podcast

Let’s start with the background of podcasts. If you haven’t noticed, we are living in an audio era. Audio content has quietly become an indispensable part of the way we interact and consume content, particularly among young(er) demographic that comprises the bulk of the listenership. I’ve been experimenting and pushing my own Real Life Superpowers podcast. Besides being a passion project of mine, I find it’s the most direct channel for aspiring entrepreneurs and leaders to consume content. (the goal of my podcast is to help listeners get inspired, and uncover and tap into their unique capabilities – real-life superpowers, if you will).

And you know what? It constantly amazes me just how big podcasts are. For the past few months, I’ve been closely working with Trinity Audio, a contech (content technology) startup that’s helping publishers leverage voice tech and audio by turning readers into listeners. I get to hear all kinds of crazy numbers. For instance, did you know that the podcast audience doubled in between 2014 and 2018 in the US? Almost 200 million (!) Americans are familiar with podcasting, out of which 90 million are monthly listeners, according to 2019 Infinite Dial Study by Edison Research and Triton Digital. I guess it shouldn’t surprise me that they’re my largest international audience as well.

Real Life Super Powers Podcast

I’m often asked why podcasts particularly? What makes them so enticing? As a marketer, how can you leverage podcasts? It’s not like they’re the first association with marketing like content marketing or social media marketing are. There are quite a few ways podcasts that can help your marketing strategy, beginning with understanding the “schematics”.

First off, podcasts are an easily digestible media form in various shapes and sizes, which plays a major role in why they are one of the fastest growing digital formats. The average podcast last about 45 minutes (I try to keep mine around that mark, a few minutes more or less) and about 85% of people who listen to podcasts listen all the way through, according to Edison Research. So, there’s an opportunity to build up your recognition and give your brand a voice (pun intended).

Then, there’s content for literally any topic. Whether it’s an overview of daily headlines, an interview, solo, or a panel show, fiction or non-fiction storytelling (murder mystery, comedy, politics, sports, etc.) or a hybrid of any given type, you can bet there’s a podcast for it. With such broad interests and availability, you can position yourself to be the source of actionable insights and useful information

Arguably the most important fact is that podcasts help facilitate one key aspect of modern user behavior: multitasking. It’s really easy to multitask while listening to an episode, and in a way, it’s a habit in the making. On average, US podcast listeners listen to seven podcasts per week.

US Weekly Podcast Listeners

Image credit: Edison Research

That addiction-like focus makes podcasts ideal for on-demand, content binge consumption that poured over from other digital media (i.e. ‘Netflix and chill’). They’re the perfect medium for a customized and highly personal connection with your target audience which has its own terms: listening to what it wants when it wants.

With the growing audience, there’s more incentive to create quality content and jump in with your own show. Let’s face it – if there’s anything we marketing professionals know how to “sell”, it’s content. There’s always some valuable information to share.

Quick shoutout to advertising

It’s true that podcasts are young and fairly basic in terms of what they can offer to advertisers. However, you need to keep in mind that an average podcast ad is 90 seconds (longer than traditional ads) but ad revenue is rising. The medium presents a fast-growing ad opportunity: advertising rose 86% YoY in 2017 to $315 million, per IAB. The research predicts even stronger returns in the years ahead, forecasting that podcast revenue will surge to $659 million by 2020.

US Podcast Ad Revenue


Image credit: Business Insider

Hence, it’s safe to assume podcasts will yield a favorable ROI, which in turn will give advertisers more confidence to invest in the medium.

Podcasts will keep on growing

Podcasting shows significant year-over-year growth and one huge “area” where a lot of listening happens is the daily commute. In the coming years, podcasts are likely to become primary audio sources in the car (they are already slowly displacing mobile phones, not to mention CDs) due to the built-in Internet connectivity and “infotainment” systems that will facilitate easier Internet-based car audio. Apps on devices will also make podcast listening easier and quicker to access, while some even predict certain smartphones will have a dedicated podcast button. And let’s not forget the voice AI expansion where Alexa, Google Assistant, and other voice-based virtual assistants will make accessing podcasts easier and more mainstream, whether it’s via a smart speaker, a smartwatch, or another smart device.

For marketers that are still on the sidelines, podcasting is worth a try. As we’re accustomed to, the content is king and the importance of adding value to your audience and engaging it. For that matter with podcasting you have a real winner on your hands.

I invite you to listen to my podcast:

Itunes: https://goo.gl/Yq3FkX
Stitcher: https://goo.gl/aP5nTD
Soundcloud: https://goo.gl/dyoC1q

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John Doe

Architect & Engineer

We love that guy

What are ego baits and how can you use them for content distribution header


When it comes to content distribution, one of the most effective and popular strategies is applying ego baits. It’s by no means a novel strategy but one that’s been increasingly getting attention and recognition in the past few years, especially with the social media boom. As such, it deems a closer look for its potential and effectiveness.

Ego bait does exactly what it says:

plays to the self-importance of the other side.

The concept has a somewhat misfortunate name as it actually sounds worse than it is. While you’re in fact stroking someone’s ego by saying nice things about them, ego baits are more about networking than anything else. In essence, it’s the type of content that features industry experts and influencers. Sometimes, you’re simply taking advantage of knowing influential or smart friends whose words have merit. However, more often than not, you’ll just be reaching out to experts to get their take on the subject.

The focus is on crafting content with the aim of appealing to your target’s ego. In return, that recognition earns you back a link, social share, or any other form of usable content. Thus, ego baits in their pure form have a certain level of reciprocity – you scratch my back, I’ll scratch yours. Say nice things about someone and they’ll likely do the same. Just remember there are limits as to how far you can go without being sycophantic – that’s the wrong ego you’re catering to (I’ll brush up on that later on).

Ego baits also work without aiming at an individual to satisfy the element of reciprocity. This category of ego baits is called link baits and pertains to use of content that targets an entire audience. What you do is typically find a trending topic and then generate kickass content that’s genuinely valuable and/or different from what everyone else is doing. Don’t worry, I’ll get to those as well.

“What do I get out of ego baits?”

I’m glad you asked (sort of). While stroking someone’s ego may seem a one-way street at first, there’s a lot in it for you as well:

  • You attract traffic to your site naturally as people start sharing your content on different platforms, connecting to it on personal or professional levels.
  • The above also adds to the SEO aspect of your website and helps increase your positions in SERPS (Search Engine Result Pages), as it’s a direct signal to Google that your content is of value.
  • With more traffic to your site and more link sharing, your company or brand gets more recognition and mentions, building awareness and even forming a tighter community.

Ego baits are super close to that beloved “win-win” scenario where both sides profit: one side gets exposure (not necessarily to the same audience they’re used to, which is always a plus) while the other gets great, lasting content, as well as the possibility of reaching out to a different audience.

Influencer Ego Bait

Image credit: Semrush

“How do I use ego baits for content distribution?”

Another great question, if I may add. Content that compels people to link out to it comes in various shapes and sizes – that’s what makes ego baits so effective. I’ll mention a number of types that showcase the power of ego baits: getting lots of traffic, backlinks, social shares, and increased brand visibility – all the things necessary to deliver more relevant traffic to your content.

1. Expert roundups

One of my personal favorites, expert roundups feature expert opinions on specific topics. By default, people take experts’ words with more credibility and trustworthiness due to their status as authoritative figures in their respective industries. Focus on a certain issue, challenge, or a trend and get their views on it. Not only are you building valuable links and shares, but also associating yourself with credible and influential people while they are creating great content for you. Talk about being efficient, right? Just make sure to point out there’s a guaranteed link to the expert’s site and/or social media when you insert their feedback in your roundup. Here’s an example where yours truly shared a bit of wisdom:

Amanda Cannan

Noa Eshed

After I provided the quote and the post was published I was approached again and asked to share the post to my social media networks, which I did (and now I linked it here as well for all of you to see. See what I did here? I’m sneaky that way).

helping you navigate your startup to marketing stardom


2. Guest posts

As a form of ego baits, guest post is perhaps the longest standing. That’s because this type of content has been delivering results throughout history. Experts and influencers usually provide great content because they have a large following and say what their audience wants to hear. In that regard, you can hand them the reins to offer actionable insights and expertise that your target audience seeks, whether it’s a fresh take on something or an entirely new approach. The added benefit is the opportunity to attract the expert/influencer’s audience as it will come to your site, especially those that almost religiously follow them.

3. Interviews

A smaller form of the expert roundup (if you will), doing an interview with an expert or an influencer means focusing on a broader set of questions. Therefore, there’s a bit more work put into figuring out what your audience will find relevant. Otherwise, the whole point of the interview is the same as that of the expert roundup – produce a trustworthy and useful content rich with insights. One advantage of interviewing an expert/influencer is it works in different forms like a podcast or video (if applicable), adding a more of a multimedia experience. In any case, a written form is a must due to its SEO value.

Pro tip: a podcast is a great way to nurture relationships with influencers. Checkout our recently launched one Real Life Superpowers on Itunes and Stitcher featuring guests such as HubSpot founder Brian Halligan and MOZ founder Rand Fishkin.

4. Top/resource lists

The first of the link baiting section, lists are always a great idea because they tend to both groups and individuals. What you’re doing is recommending people, content, products, or services. In doing so, you incentivize the recommended entities to share them because let’s face it – who doesn’t want to boast about being great at something? The same principle goes for data-based lists that have a slightly different take as they use statistical information, studies, reports and so on as their foundation. Whichever way you look at it, you’re creating an authentic piece of content that addresses and solves a problem for your audience while promoting someone or something.

Top Dominant Technologies 2017

A snippet from our yearly State of the Marketing Automation 2018 report

5. Infographics

The main strength of infographics is their visual appeal. As humans, we are wired to be naturally drawn to images and colorful elements – anything visual that stimulates the brain. That’s primarily the reason why infographics are one of the most naturally shared and seamlessly integrated ego baits because we simply like seeing statistics presented in a visually appealing form.

Time to promote your ego baits

I’ve read something a long time ago that resonated with me to this day:

no matter how great the content is, it will never go viral if it isn’t seen.

Besides sharing the hell out of your content on social media, it’s critical to get in touch with your experts and influencers and let them now the content is published. Make a gentle suggestion to give it a small push by promoting it with their audience. An email or a tweet will do, just don’t be too pushy because you might ruin the chance for any future cooperation.

At the very center, ego baits are about creating powerful, expert content that mostly features someone else’s work. The types mentioned in this post are by no means the only ones you can leverage but are more than good enough to get you into this world.

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John Doe

Architect & Engineer

We love that guy

You can't base your entire marketing strategy on PR - what aspiring startups need to know

The following may come across as offensive, but my intentions are good so I’m going to go ahead and say it. Having your startup mentioned in the press can be exciting. You’re now a big shot and success is celebrated, yet too many times it’s celebrated regardless of your actual success.  It’s OK, it’s the name of the game, positioning matters. BUT don’t let your ego overwhelm you on the path to actual success that’s truly worth press mentions. My advice? Play the game, let mom brag to the entire neighbourhood, but keep your business goals in mind.  Don’t forget – PR without proper marketing to back it up can only get you so far. If you don’t achieve your business goals, your exciting press mention will literally become yesterday’s news, and unfortunately, so will your startup. So, here are my humble 2 cents on what you need to consider when putting together your growth budget and planning your next steps.

Ground control to Major founder – what are your business goals?

If the answer is “to become a unicorn and then monetize” – that’s cool. A company that does not shoot for the stars, doesn’t stand a chance of getting there. However, I strongly advise combining your stretch goals with specific, measurable, realistic, and time-bound goals. I know, you do not want to enter a state of mind that locks you down to only attempting achievable things. Having high aspirations is great but if you don’t have a roadmap and you’re counting on your product or service being so amazing that it’ll shift to exponential growth mode and navigate itself, odds are against you. Your goals should sound something along the lines of “we’d like to reach X free users within 6 months, that will enable us to do ABC and through that expand to XYZ”. Now consider, how are you going to reach your goals?

Be clear on whose attention you’re trying to grab

Who are the people who are your ideal customers? The early adopters that will help ignite your growth? The members of the tribe you’re nurturing? When focusing on a PR approach it’s sometimes easy to forget that you’re not selling to “everyone”. I love this quote by Derek Sivers the founder of CD Baby: “It’s a big world, you can loudly leave out 99% of it. Have the confidence to know that when you target 1%, that 1% will come to you because you’ve shown them how much you value them”.

The smart way to approach this is to map out who your buyer personas are. That means portraying a fictional representation of your ideal customers. Research and be crystal clear on who you are aiming to turn into customers:


  • What are their demographics?  Hobbies, occupation and family status?
  • If relevant, speak with your current customers, find out why they chose your company, what are the benefits that appealed to them.
  • Where do they go to for information?
  • What slang do they use?

Once you understand the above you’ll be able to align your entire messaging so that it adds value to them alone. But how?

Step out of your shoes and into your target audience’s shoes  

No matter what you’re selling, the sum of the features you’re offering is greater than its parts. Good marketing is about a story, with a narrative and a hero. The hero isn’t you, it’s your target audience. Your solution is the catharsis, but the journey is theirs and the deeper you understand them and where you fit into that journey, the better you’ll do. Instead of focusing on yourself and how amazing you are, focus on them. Don’t interrupt them and try to sell to them before they’re ready. Understand their journey.  There are 3 typical stages to the active research process a potential buyer goes through leading to a purchase:


  1. Awareness – your prospects are experiencing symptoms of a problem and are researching online to find a solution
  2. Consideration – based on the research they’ve conducted your prospects are now more informed and aware of the possible solutions to their problem. Ideally, they are now considering your solution as well.
  3. Decision – your prospects decide who to buy from

What can you do to get in front of your prospects during the different stages of their buyer’s journey and leverage it?


  • Create content that is oriented to helping your prospects figure out what they’re looking to learn at the different stages of their journey
  • Promote that content through:
    • Social media
    • Paid advertising
    • SEO
    • You’ve guessed it – PR (more about that a little further below)
  • Do your best to capture the details of the people reading your content using calls to action such as this one:

helping you navigate your startup to marketing stardom


  • Once you capture their details, nurture a relationship with them through emails and social media
  • Only sell to them when they’ve shown concrete interest in your solution

So where does PR fit in?

Understand that PR is a megaphone that can help amplify the rest of your efforts. you can leverage and adjust your mindset to align with the above in two main ways:

  1. Make sure you get mentioned in relevant publications that your target audience is exposed to. They’re the ones you should care about, if they’re not the readers of the publication that mentioned you, how does the mention truly help your positioning?In this respect here’s how PR can be leveraged per each stage of the buyer’s journey:- Awareness – when searching for a solution to a problem, stumbling upon an expert opinion published by one of your team members in a well-known publication can help add credibility to your content in the eyes of the prospect
    – Consideration –  when deliberating between different solutions, PR can help make your solution stand out.
    – Decision – being mentioned as a recommended solution can definitely help tilt the scales in your favor.
    This one is painful. I see many startups spend embarrassing amounts of money on PR, nail a prestigious mention but don’t get a link back to their website. What a waste! A relevant link to your website from a publication that has a high authority in the eyes of  Google is an SEO jackpot.

Final thoughts,

It’s nice to get mentioned in the press but don’t get ahead of yourself. Don’t crack open the champagne and celebrate the mention as an end goal of success. PR is a means to an end.

Always remember your goals, who’s radar you’re trying to get under, how you can add the most value to them, and get ahead of them during the different stages of their buyer’s journey, eventually helping them choose you. To paraphrase great Steve Jobs “Stay Hungry. Stay Focused”.

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John Doe

Architect & Engineer

We love that guy

Ultimate DIY Marketing Tools for Startups header

Desires and possibilities are two vastly different things. We all know the important role marketing plays in the success of a business undertaking, but not everyone has the resources, both human and financial, to create a marketing campaign as they would desire.

But just because you are at a place where your best bet is a DIY marketing effort, that does not mean it has to be poor, or lacking in any way. As a matter of fact, with the help of some cool software, you can build a strong marketing campaign and grow your business all by yourself.

Below you will find a list of ten DIY marketing tools that will make your life easy and help you grow your business until you can even out those desires and possibilities.

1. Canva

Designing banners and ads is a scientific discipline in itself, and the mainstream software (read: Photoshop) is not exactly helping, as the sheer amount of features can be intimidating. However with Canva you can awaken the DIY master inside and create simple yet effective banners in mere minutes. It comes with a number of presets and design templates, and organizes its UI around dragging and dropping different elements. It offers a ton of photos and fonts, making sure that your banners and ads stay unique despite being in a template.

2. WordPress

Modern marketing is unimaginable without a strong inbound effort, so the WordPress blogging tools will be your biggest ally in that endeavor. It is extremely easy to set up, as it takes literally minutes to get everything up and running. It comes with a whole sea of different add-ons and tools, helping you create a unique, stand-out blog that is bound to draw in many visitors.

Among add-ons and tools that are particularly worth mentioning are landing page builders, like Pagewiz or Elementor. Landing pages will be your biggest allies in your quest towards marketing success, so being able to build them on your own, quickly and efficiently will be a key consideration. These tools will allow you to create landing pages that combine text, images and other multimedia (for example YouTube videos), as well as simple call-to-action and social media sharing features.

Those looking beyond WordPress for landing page builders can also consider Wix, as it is a strong contender with a large userbase and a good overall image among marketers.

With cybercrime being as widespread among businesses as it is today, it is important to note that WordPress comes with regular security updates that keep your blog safe and secure.

3. Portent Title Maker

Portent Title Maker

Image Credit: Screenshot

The first couple of months, creating content for your inbound marketing is relatively easy. But what do you do when the well of ideas runs dry? How do you keep coming up with new, exciting and relevant topics for your audience week in, week out? With the help of the Portent Title Maker, of course. This is a great tool for coming up with fresh content. Just feed it your desired topics, for example, “content marketing”, and let it do its thing.

4. Hootsuite

Being so popular and virtually omnipresent, social media are a vital part of every marketing campaign. However, choosing the right content to share, and picking the right moment to share it can be a tedious, time-consuming task. With Hootsuite, you can easily automate these tasks, scheduling posts to go on various platforms, exactly when you want them. One of the more interesting features of Hootsuite is Bulk Upload, allowing you to schedule up to 350 social media posts at once.

5. BuzzSumo

Social media marketing can be touch to track, and its success hard to measure. However, with the help of tools like BuzzSumo, that too can be achieved with relative ease. For example, this tool allows you to track top content, seeing which content gets most shares across the social media plane. It can help you spot the biggest influencers in your industry, as well as track mentions of a brand and topic. All this information can be aggregated and exported through its social reports feature.

6. Google Analytics

The alpha and the omega of all website analytics tools. Mastering Google Analytics is the first step to every successful marketing effort. This free tool gives you a full picture of your website and its visitors, including where they are coming from, what they do when they visit your page, or how long they stick around.

The depth of the tool makes it appealing to everyone – from startups, to small businesses, to large, multinational enterprises. This tool is a must-have for everyone.

7. Hotjar

Though essentially an analytics tool, do not mistake it for a Google Analytics alternative. Rather, consider it a complementing tool, as Hotjar tackles analytics from the perspective of user experience.

Its Touch Heatmaps tool allows you to see exactly how the visitors interact with your site, presenting all clicks, taps and swipes in a visually appealing, easy to consume way. The Recordings feature offers a real-time recording of your visitor’s interaction, simplifying hunting for bugs and roadblocks in user experience. Finally, the Forms tool helps you create forms for users, an amazing tool for getting valuable user feedback.

8. MailChimp

Even though some might tell you otherwise, email marketing is still an amazingly effective tool. It will help you nurture your leads and create a meaningful, lasting relationship with potential clients. It will boost website visits, increase conversions, and reduce bounce rates. MailChimp allows you to automate email marketing. Build great newsletters through its built-in templates, create customizable sign-up forms and track the entire performance with its built-in reporting tools.

9. Smoove

Smoove is a marketing automation platform that takes automation to new levels. It allows you to build personalized email templates, set behavior-based triggers on when the emails are sent, and attract new visitors through smart landing pages, pop-ups and personalized forms. It is an all-in-one tool which likes to present itself as a platform for “smart marketing“.

10. Snip.ly

With Snip.ly, you can add a small pop-up with any sort of CTA, to virtually any website that you share. Basically, it allows you to use the power of anyone’s content to promote your own website or page, as long as the content is being spread around via a link that you provided. It is very simple to use. Just choose the content you’d like to share, paste the URL into Snip.ly, and it will provide you with a shortened link. That link, when opened, takes the reader to the exact same original piece of content, but this time it has the pop-up with your CTA.

Final words

There are a lot of things you can do for your startup’s marketing, including paid media, inbound, email marketing and analytics. On the outside, looking in, it might seem overwhelming and too much for a small startup to handle. But with the proper mindset, and the right tools, it becomes a walk in the park. You get to see your startup grow, and there’s no one to tap on the shoulder for that but yourself. Well done.

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John Doe

Architect & Engineer

We love that guy

Common blog CTA pitfalls that are hurting your lead generation header


In my time doing BizDev here at Bold Digital, 68% of my initial outreach includes telling startups that their blogs are great, but are missing or misusing one critical piece: a strong, persuasive, relevant CTA.

Speaking to a lot of these startups on the phone, there seems to be an understanding that blogs will help with SEO, generating traffic, and overall brand awareness. That’s 100% true, but what they don’t realize is that their blogs also have the intrinsic ability to turn readers into valuable leads. Using a Call-to-Action (or CTA), they can create great leads right from their blog, but if not done correctly, these CTAs can have low conversion rates by missing out on some key elements.

To be sure your CTAs are up to par, here are the 10 CTA mistakes you could be making on your blog and how to ensure you’ve got them set up for success. Not using any CTAs on your blog right now? It’s time to get started, but make sure you’re not fall into these common pitfalls.


  1. CTAs for the wrong buyer persona. For those of you creating content that are specific to your different buyer personas, first of all, that’s awesome! Creating content for specific kinds of people you’re looking to attract helps you build that priceless ‘they just get me’ feeling. Be sure that’s also seen in your CTAs. If a given blog post is written with a “Joe CEO” persona in mind, be sure to not offer an eBook written for your “Developer Dave” persona as a CTA. These different personas have unique interests and pains, and therefore should be offered ‘next step’ content at the end of each blog post that suits who they are as an individual.
  2. CTAs unrelated to the article’s pain point topic. Imagine you’ve just finished writing a blog post on employee productivity and you know you need a CTA at the bottom. You’re also just finished a report on email marketing, so you decide to make that the CTA so you can start getting a feel of how well it converts. The problem is your report is unrelated to pain point discussed in the post, and therefore will seems pretty left field to your reader. Remember that CTAs are your way to offer a deeper look into a topic that your blog post reader just learned about. If the topic of the post and the CTA are night and day, it’s fair to assume it will have a low conversion rate. Match the CTA to the post, and watch your conversation rate skyrocket.
  3. CTAs disregarding the reader’s buyer’s journey stage. This is probably the biggest culprit of them all. I’ve seen way too many B2B blogs that are pretty much autoset to end in “request a demo”, “start your free 14-day trial”, or “schedule a free consultation”. The problem with this is that you’re not respecting the buyer’s journey, which is sort of the reason you’re blogging in the first place. Unlike advertising that sells too soon instead of honoring where the reader is on their path to purchase, blogs are meant to respect that journey. Take the screenshot below for example.


This is a company that offered a blog post relevant for readers at the top-of-the-funnel, who aren’t ready to be sold to. Nevertheless, they offered a free trial CTA, in attempts to expedit the buyer’s journey. A big no-no. By adding these bottom-of-the-funnel CTAs, you send a strong message to your readers that you’d rather sell than add value; a poor recipe for any relationship building strategy.

4.CTAs for past webinars. Live/ time sensitive offers provide a novelty effect, creating an incredible sense of relevancy to your content. If you want to offer an upcoming webinar as a blog post CTA, be sure to record the event so that after the event is over you can change the CTA and landing page to offer readers the recording. As marketers, it’s important for us to keep to promises we make with our prospects in order to establish trust. If you say clicking on a CTA will lead to a webinar that already happened, and you don’t offer a way for them to access it, you’re about to lose some serious brownie points for that let down.

5.“About us”/ “Contact us” CTAs. Similar to #3, by ending blog posts in these two catchphrases, you’ll be turning an adding value experience into an ‘all about me’ experience (see image below).

Customer centric marketing is your goal, so make sure you’re not trying to push them down the marketing funnel faster than they’ll willing to go.

6.CTAs. Some of the most heartbreaking CTAs for me to see are the ones that are perfect (right persona, right pain point, right buyer’s journey stage) BUT the CTA’s just an embedded link in the last line of the blog post (see the screenshot below). If your reader can scroll over it, it’s time to build a stronger CTA. Want to make sure your CTAs are persuasive enough? Check out our blog post on how to create attention grabbing, persuasive CTAs.

7.Asking for feedback CTAs. “Do you agree that X is important in 2018? We’d love to hear your feedback into the comments section below!”. Engagement is the big buzzword these days and comment sections can be a great way to allow people to express their appreciation or challenges and start a conversation. Having this as your sole CTA though is asking for value instead of giving it (Check out an example of this below).

feedback CTAs

It helps to stick to the mantra, “always be helping”. If you’re planning on encouraging people to comment, that’s great! Just make sure you’re also adding an offer CTA so you can add value too.

8.“Subscribe to our blog” CTAs. Blogging rule of thumb: Always offer people the option to subscribe to your blog. Blog subscriptions are a great way to feed readers your monthly digest of new articles, keep them in the loop of new products or services, and nurture brand awareness. Similar to #7 though, using Subscribe CTAs for you blog posts without an additional offer hits three substantial problems (as shown below).

Subscribe CTAs

First, with blog subscriptions, it’s hard to get away with asking for more than an email address (which could be their personal email) and first name. Second, it gives you no context to their persona, buyer’s journey stage, or pain. Lastly, it doesn’t offer them any immediate value. Instead, be sure to include content offer CTAs that uncover these points, and can help you create a more tailored lead nurturing experience for your prospect. Pro tip: Use a lightbox like Leadin to capture potential subscribers before they leave your blog or website when they show exit intent or other redefined rules.

9.Read the full article on X website. As a startup, there’s nothing more exciting that getting featured in an online publication or blog. Many times when this happen though, companies will practically cut-and-paste the article and publish it as their own post with a ‘Read the full article here” CTA (see below).

Read the full article

While celebrating a name drop is an incredible way to position, Google hates copycats and it can greatly hurt your SEO efforts. Instead, write your own piece announcing the feature and create an in-text link to the original piece. Since it’s a positioning post, create a bottom-of-the-funnel CTA like a demo or free consult to turn interest into actionable behavior. (Pro SEO tip: make sure the article you’re featured in is linking back to your website. Otherwise, it’s a huge missed opportunity to leverage it for future visitors and leads.) Want to see what this looks like in action? Check out this post discussing our interview with The Telegraph UK.

10. Multiple CTAs. Sometimes companies will offer more than one CTA in hopes that one will speak to the reader. Think again! By offer more than one CTA, you can actually overdo it and confuse the reader to the point that they won’t choose either! So be sure you pick one CTA that meets all the criteria above to ensure you’re setting yourself up for the best conversion rate. In short, less is more.


If a company blog is the front door to the website to attract the right traffic, CTAs are the welcome mat that invites them in as a lead, contact, and friend. Without strong, relevant CTAs, who knows who you’ve missed out on? Be sure that your readers aren’t leaving without a trace before you’ve offered that added value and converted them into a lead using a CTA.

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John Doe

Architect & Engineer

We love that guy

Transforming Marketing Books Any Marketer Should Read header

We’re so lucky to be alive in an era where knowledge is endless. Nowadays, anybody who wants to learn anything can have multiple mentors in the form of books. Exponential growth and improvement are within reach. The following books contain the secret sauce that can change mindsets and help you approach marketing challenges with a wiser vision.

Anything You Want by Derek Sivers

The success story of CD BABY provides insights on how to create an entire movement around a product.

Here are a few quotes that resonated with me:

“It’s a big world, you can loudly leave out 99% of it. Have the confidence to know that when you target 1%, that 1% will come to you because you’ve shown them how much you value them.”

“No business goes as planned so make 10 radically different plans.”

“Any business that’s in business to sell you a cure, is motivated not to focus on prevention.”

“The first follower is what transforms a lone nut into a leader.”

“No business plan survives first contact with customers.”

Trust Me, I’m Lying: Confessions of a media manipulator by Ryan Holiday

This eye-opening book was written before the Trump era and yet becomes even more relevant in light of it. The book, written by media strategist and former director of marketing for American Apparel provides an uncensored version of how the media “really” works. The ability to create spins and manipulate information is actually easier than one might imagine.

Quotes that resonated with me:

“The link economy encourages bloggers to repeat what “other people are saying” and link to it instead of doing their own reporting and standing behind it. This changes the news from what has happened into what someone said the news is.”


“Get the most of the story inside the headline but leave just enough so people will want to click.”

Contagious: Why Things Catch On by Professor Jonah Berger

This great book practically walks the reader through what makes things become popular, why people talk about certain ideas more than others, why certain stories are more “contagious” than others, and what makes online content become viral. The writer talks about the following contagious STEPS:

1. Social currency – if something makes us look good we are more likely to share.

2. Triggers – one thing can remind us of something else. A que that makes something top of mind. A link to something in the environment.

3. Emotion – the more we care about something the more likely we are to pass it on.

4. Public – easier to see, easier to imitate. “Monkey see, monkey do”.

5. Story – wrap up your narrative in a story.

Quotes that resonated with me:

“Word of mouth is the primary factor behind 20-50% of all purchasing decisions. Consequently, social influence has a huge impact on whether products idea and behaviors catch on. A word of mouth conversation by a new customer leads to an almost $200 increase in restaurant sales. A 5-Star review on Amazon leads to approximately 20 more books sold than a 1-Star review. Word of mouth is at least 10 times more effective than traditional marketing.”

“People like to help others. If we can show people how our product or idea will save time, improve health or save money they’ll spread the word. We need to make our message stand out. We need to do more than just tell a great story, we need to make vitality valuable. We need to make our message so integral to the narrative that people can’t tell the story without it.”

The Lean Startup by Eric Ries

I truly believe no startup can afford not to read this book.

This book instills a mindset of figuring out the MVP – most viable product by utilizing feedback loops. Instead of building products and then rolling them out to the market’s mercy, only to then find out if the market responds well to them or not – this book teaches an approach of viable learning. By building, measuring and learning on the go, you can evolve while keeping your feet on the ground. This can be applied to marketing campaigns as much as to products.

Quotes that resonated with me:

“Vanity metric are things like registered users, downloads and raw pageviews. They are easily manipulated and do not necessary correlate to the numbers that really matter: active users, engagement, the cost of getting new customers and ultimately revenues and profits.”

“Numbers or stats that look good on paper but don’t really mean anything important are dangerous.”

“Actionable metrics: stats that tie to specific and repeatable tasks you can improve and to the goals of your business.”

“At the root of every similarly technical problem is a human problem.”

Wrapping up

I think a book that alters your mindset for the better is a great gift. During the past two years I became addicted to audiobooks (something I never thought I’d be able to relate to). I find myself on long walks wandering both to where my feet take me and where the authors help take my mind to. I sometimes halt midst a busy street to take out my phone and write a quote that challenged my thinking. I hope the above recaps might help move the needle in your daily strategizing. If you have good books to recommend, please reach out to me or tell me in the comments below. Good luck!

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John Doe

Architect & Engineer

We love that guy

Inbound Vs Outbound: What You Need to Know header

Is your marketing strategy headed down a dead-end street?

We all have that one friend whose stories never seem to end, that one person that we want to hang out with every once in awhile, but always regret it afterwards. Remember the feeling of being stuck in an infinite loop of their monologues? By the end of the coffee break, you have heard about the greatest thing that has ever happened to them, and the second greatest thing, and the third and the twenty-sixth.

In all honesty, for most of the meetup you are bombarded with the information you might not even be interested in. At one point (probably while drifting off during one of their monologues) you probably realized you should be making new friendships with people who actually listen to your stories, value your opinions and share your interests and ideas, instead of the ones who only use you for your pair of ears.

You see, marketing and friendship have a lot in common. Both are a two-way street. If you are only exposed to content without being given space to utter a thing, what is the point of partaking in the dialogue? Are you being treated respectfully? And should you make new friends/choose a new marketing strategy? Well, according to Barney’s rule – you should, because:

Inbound vs Outbound

New vs Old Approach: Inbound vs Outbound Marketing

Outbound Marketing

Do you use an ad blocker for your browsers? Do you record your favourite shows just to fast-forward through the ads? Are your local telemarketers saved in your contacts list under “DO NOT ANSWER FOR THE LOVE OF GOD”? If so, you are unconsciously blocking out the outbound marketing tactics.

Instead of the boring definitions, allow us to show you a few examples and types of outbound marketing. TV commercials, billboards (those huge smiling faces and cringey messages you used to read while stuck in traffic, before smartphones), telemarketing, direct mail and online advertisements are perfect prototypes of the traditional marketing.

outbound strategies

Businesses that use outbound strategies are “pushing out” their message to promote a product. That may sound smart, but bear in mind that buyers in the outbound marketing process are not targeted with any real precision. Most of the people who see the ad might not even be interested in their product whatsoever.

helping you navigate your startup to marketing stardom


Traditional marketing campaigns tend to be interruptive and to the contemporary society – extremely annoying. Did you know that a person is exposed to as much as 2000 ads per day via outbound marketing? Modern-day customers are finding new ways to dodge traditional marketing that infiltrates their lives through mass media and drains time and energy. Just look at the adoption rates of ad blocking software:

Adblock usage

Adblock usage is up worldwide [Image Credit: Business Insider]

Outbound marketing is frequently discredited due to its overall similar marketing patterns that create a gap between business and buyer. Using outbound marketing tactics is like driving down a dead-end street. One-way communication lacks subjective feedback from customers. It alienates an audience from the business and brand itself.

Inbound Marketing

With the rapid pace of marketing technology, marketers decided to put the focus to focusing on what customers want, rather than deciding for them. Since then, inbound strategies have been changing the world of marketing as we know it, irrevocably.

Inbound marketing is client-oriented businesses that “pull in” potential customers to their doorstep. On one end are buyers that are searching for things they are interested in. On the other end are companies that create relevant content around their customers’ preferences.

Now more than ever customers want to feel like they are in control of their own buyer’s journey. Potential customers are indirectly persuaded into buying your products instead of being “attacked” via ads and salesmen.

All types of inbound marketing use two-way communication. This allows buyers to be heard and additionally engages them into the process of buying, thus creating a solid bond between brand and consumer.

Inbound your business and turn your customers into brand lovers

If you have just started your own business, you are most certainly looking for ways to advertise your brand. One of the first things startup founders dwell on is reach. The thing we cannot stress enough is that reach doesn’t mean much in the buying process – if you’re reaching the wrong audience. The amount of people seeing your brand is not as important as if the people who are seeing it are relevant for your business.

The second thing you think about is obviously the financial side of the story. Everybody wants to make the most out of their monetary investment and with inbound marketing you will get your money’s worth in no time, as inbound strategies will pull your audience to your product.

Blog posts, email newsletters, videos and social media, content in general – those are just few of many examples of inbound marketing which offer your business a boost in the dot com world. But how does it all work?

First of all, you need to research buyer personas. The information you collect from several leads should create an ideal buyer profile. This will help you identify challenges and pain points of your potential consumers and create a proper strategy for your company.

After this step you create content using the above-mentioned findings. The content is the nucleus of inbound marketing and as such it should always captivate buyer’s attention in order to potentially create more leads.

The feedback you receive is always a good thing. Even if you face negative comments, you must accept them for what they are – suggestions to change and improve your approach. With your customers’ feedback, you are able to advance your business and always thrive for more and better.

Since inbound marketing suggests two-way communication, you and your business are not the only ones that prosper in the process. The personal segment of inbound marketing is what creates the love for the brand.


Search engines give buyers so much freedom nowadays. They are given possibility to opt for the best service for their needs. The content you create and the communication with the customers is what gets buyers hooked.

The last time you searched something on your engine was five minutes ago and it led you here. Barney was right. New is always better.



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