The Lovable Marketing Blog by Carrie Gallagher

December 27, 2022 By Carrie Gallagher

HubSpot for Consumer Services

Consumer services has consistently been adapting and pivoting since being faced with economic uncertainty, a major disruption in the global supply chain and labor shortages, and major changes in consumer behavior.

These challenges continue to face the consumer services industry, and those brands who have embraced change have flourished while those who have stayed stagnant have closed up shop or are working hard to evolve and grow as “normal” life continues to morph. As with other industries, the key to prosperity has been innovation and technology.

What challenges has your consumer business been faced with?

[Read more…]

December 26, 2022 By Content Curator

Using Single-Touch Attribution for Content Marketing ROI Mapping

Mapping ROI back to content isn’t easy, but it’s essential to determine the effectiveness of the content you create. With the complex marketing strategies most of us design today, models like “multi-touch” and “omni-touch” are crucial to genuinely mapping ROI to every piece of content in the buyer’s journey. These complex attribution models allow us to drill deep and get a more accurate picture of how our content influences buyers and where we may need to tighten our efforts.

But is complex always the right path? Single-touch attribution, where 100 percent of the conversion credit is given to one touch point in a buyer’s journey, can still have a place in modern marketing analytics.

[Read more…]

December 21, 2022 By Content Curator

What is a Buyer Persona?

Social Media Sara starts her day scrolling through TikTok. She is an avid fan of podcasts and handles social media strategy at her company.

This is a snapshot of what a buyer persona looks like. You may have a great product or service, but without understanding your target customers, you might as well just market to the void. Buyer personas are the antidote to that. By creating buyer personas, you will gain clarity on who you’re marketing to and reach your ideal customers.

[Read more…]

December 17, 2022 By Content Curator

6 Metrics That Prove Content Marketing Success

How-to advice is one of the most dominant strategies used in marketing. While most marketers have good intentions when writing how-tos, they don’t always hit the mark on creating useful content.

Granted, the writers and content topics aren’t the only culprits; SERPs deserve some blame. Constant search index changes make it tough to keep content optimized and leave a lot to speculation… leading us back to content like how-to advice.

We’ve extensively researched marketing’s “advice problem” and have discovered the sweet spot. Let’s talk about practical advice.

[Read more…]

December 12, 2022 By Content Curator

Study Finds Most Marketers Don’t Know Their Audience: Here’s Why and How to Fix It

When it comes to marketing, almost nothing is more important than knowing your target audience.
But what if I told you over half of marketers are missing critical information on their consumers?
In our annual survey of over 1,200 marketers, we found that just 42% know the basic demographic information of their target audience, like their name, gender, and location.

[Read more…]