A Line from Greenline

“What gets measured gets improved”—a phrase more or less attributed to management expert Peter Drucker. Though its origin isn’t written in stone, this piece of wisdom has withstood the test of time because it’s 100% true. 

The online world and the world of marketing meet at an intersection in digital marketing, but both of these worlds are constantly changing. This is, perhaps, just one reason why the fundamentals of digital and inbound marketing have taken such a strong root. No matter where you are with your marketing tactics and strategy, it can be overwhelming to stay up to date. We can help; here are our most valuable takeaways from the HubSpot Inbound Marketing certification. Let this serve as a launchpad for your marketing knowledge and ever-evolving digital strategy.

As of 2022, TikTok holds the top domain spot, above, yes, even Google. According to web security company, Cloudflare, this doesn’t equate to TikTok having the most users, it equates to TikTok receiving the most traffic. A whopping 5.6 billion searches are made through Google every day, so it’s wild to think that TikTok gets even more traffic than that. The main draw of traffic comes through the gem of TikTok, For You pages. For You pages are so popular because they appear automatically when you open the app.

Paid marketing is a great way to hone in and connect with your buyer persona and can be one of the quickest ways to help potential clients discover you. This encompasses any marketing strategy you use to interact with potential clients based on their previous interactions and interests. Paid marketing works best when paired with organic marketing because it provides a balance. This balance is crucial to success because it allows your clients to continue to connect after their initial experience with you. Paid advertisements redirect 65% of the traffic from search engines to websites. This other 35% is organic, so it’s still a big player. 

In 2022, there is one largely consistent theme: people are looking for a much more personal connection with brands. Plain and simple. Don’t worry - you don’t need to burn your current marketing strategy to the ground, just take a step back and look for opportunities to innovate and leverage the way you engage and interact with customers (both current and prospective).

There are just some things you don’t trust yourself to do. I’m not talking about the bathroom tile or changing a faucet. I’m talking about the ‘bigger’ things … You go to a dentist to get your teeth pulled. You bring your favorite wool sweater to a dry cleaner to get it clean. You hire a caterer when you have a large crowd to feed.

So, when it comes to marketing, why are we quick to settle for sub-par and satisfactory? I'm here to tell you it's OK to resist the urge to "handle marketing internally", "figure it out as you go", or "work on it when you have time" - all justifications for putting marketing on the back burner.