The PR 20/20 Blog

“Traditional, structured education is very important, yet much success is derived from highly motivated individuals that have dedicated their lives to the concept of lifelong learning. These individuals prioritize the creation of time in their busy lives each day to educate themselves on new concepts and ideas. These individuals understand the importance of creating plentiful opportunities in all spheres of life.”

— Why You Should Strive to Be a Lifelong Learner via Entrepreneur

At PR 20/20, we live by this lifelong-learner mindset, and professional development is at our core. Simply having a college degree or background in a related marketing role isn’t enough— instead, we stay hungry for knowledge and seek to learn more. Marketing is a fast-paced and ever-changing industry, meaning staying up on the latest trends, techs and best practices is constantly important to your career.

Luckily, you don’t have to search far for resources to help you learn the basics or master advanced skill sets in marketing. Much of the work is done for you, thanks to ample online digital marketing course and certifications. Did we mention many of them are free, too?

Check out five of our team’s favorite online digital marketing courses, all for free, below.

As marketers, we’re required to wear many hats throughout the day— author, producer, consultant, data analyst, social media guru. The list goes on.

But in reality, how much time are marketers really devoting to these types of roles in comparison to planning? According to iMedia, the average marketer spends the majority of their time on planning tasks, whether that be scheduling or attending meetings, reading and responding to emails or managing relationships.

What if you could spend less time planning for success, and more time actually reaching it? That’s the exact thought process behind PR 20/20’s Marketing Growth Hackathon^TM.

When you hear the term “hackathon,” does your brain immediately go to a room full of computer geeks furiously typing on multiple computers? If so, you’re not far off.

The shift to inbound marketing has armed marketers with tactics to better connect with leads and customers, technology to increase efficiencies, and access to more data than ever.

Access to inbound marketing data means it’s easier than traditional methods to track performance and prove ROI.

Just think: Can you really trace the performance of a newspaper ad easier and faster (if at all) than clicks on a blog post?

However, the old adage “quality over quantity” also applies to data— it’s not enough to simply have thousands of data points. Instead, marketers need to apply both structure and meaning to these numbers because without a layer of context, it’s just noise.

But if you’re anything like me (not a data scientist or mathematician), it can be tricky to understand where to start or what data points to dig into to really make sense of it all. Even with access to data tools like Google Analytics or HubSpot’s reporting features, it’s still necessary to understand what the numbers truly mean to affect performance and implement real-time change.

At our recent Cleveland HubSpot User Group (HUG) meeting, PR 20/20’s VP of Strategic Growth and in-house data wizard, Keith Moehring (@keithmoehring), uncovered how marketers can dive into data to apply meaning.

Continue reading below as we highlight 12 actionable tips and tricks to unlock the true potential of your marketing data.

For the first time in several years, marketers are being hit with the dreaded words: budget cuts. 

According to Gartner’s CMO Spend Survey, marketing budgets have officially stalled for the first time in three years. It’s becoming more and more critical to assess and report on the allocation of (a potentially dwindling) budget.

When was the last time you took inventory of how you’re tracking overall marketing budgets? Tracking budgets across a variety of marketing categories is the first step to tying spend back to results—aka the ever-challenging marketing return on investment (MROI) equation.

In a Harvard Business Review article, Amy Gallo (@amyegallo) highlights the following benefits of tracking MROI: 

• Helps justify marketing spend
• Aids in deciding what marketing campaign to put spend toward
• Allows teams to compare marketing efficiency with competitors
• Holds the marketing team accountable

However, Gallo also points out the ongoing challenges of calculating MROI, including lag time, incremental financial value and closed-loop reporting—just to name a few. On top of these challenges, it may feel intimidating to pull the correct metrics when starting from the ground up. 

Fear not marketers, for 2018 can be the year that your team finally defines and quantifies your MROI with the right metrics. First, you’ll need to compile your costs before calculating MROI. Below, we highlight five must-have marketing costs to track, followed by key metrics to calculate that will help you get one step closer to discovering your team’s MROI.

As marketers, a failed campaign is our worst nightmare.

But sadly, failed marketing attempts happen every day and everywhere. Forbes says that strategic plans fail for many reasons, including a lack of focus on results, the wrong talent, partial commitment from leadership, and resistance to change.

So, how can teams pinpoint what went wrong and redirect marketing energy?

As Paul Roetzer (@paulroetzer) states in Chapter 8 of The Marketing Performance Blueprint:

“Every marketing plan should start with an honest internal marketing assessment. The assessment should consider perspectives from multiple stakeholders, including marketing and sales leaders, as well as key executives. The more involved the partiers are in the entire strategy process, the easier it is to align needs, goals, expectations and priorities.”

The time is now to transform your marketing program.

At PR 20/20, we utilize a comprehensive marketing audit of 40+ questions that zero in on talent, tech, strategy and performance. As you’ll see below, we’ve broken down audit questions by each of these categories. This audit is a key piece of the puzzle when we start working with new partners to build long-term, custom marketing plans that win executive buy-in and align with stakeholder goals.

Continue reading below for 21 questions to ask your team and guide more strategic planning. For the full 40+ questions, download our Comprehensive Marketing Audit template.

Goal-oriented marketers aim to produce top-notch results that prove their efforts are worth it. Take content creation: We want to produce the most effective assets, reach the right audiences, and in turn, gain more website visitors, obtain leads and boost our site’s rank. 

But, while a good content asset is useful, what if you aren’t reaching the right audiences? Or, what if you aren’t reaching any audience at all, and your time is wasted on stale or unusable content?

As a simple example, take into account the amount of time it takes to produce a blog post. According to HubSpot, about 30% of marketers spend two to three hours writing blog posts. Now, multiply that by the two, three or four posts you’re producing in a week, and suddenly, you’ve devoted almost an entire workday to blog production, just to have no one read your efforts.

This is where maximum content distribution comes into play. Read below to learn several different promotion strategies, along with ideas to maximize your content’s ROI across three different types of audiences.

We originally published a blog in 2015 listing 40+ inbound marketing resources. We’ve added even more to the list, so read below for an update with even more resources for marketers.

As marketers, we spend hours researching the top trends and tactics to prove top-notch ROI and success. But what happens when you hit writer’s block, need to find the latest tech or are searching for best practices for campaign recommendations? You know the drill: You turn to the top content marketing influencers, blogs, publications and resources for a reinforcement. 

So, what marketing resources do you turn to on a daily basis? That’s the exact question I asked my PR 20/20 peers.

Check out the round up below to learn what the PR 20/20 relies on as the industry’s best marketing resources.

We’re in the thick of a new year, and like many professionals, marketers are searching for the next top trends to drive results in 2017. 

This and every year, we search for ways to break through the clutter to ensure our content reaches the right audience at the right time. But with the number of bloggers projected to hit more than 31 million by 2020 in the U.S., it’s our duty to seek out and test the hottest trends to make our content stand apart from the rest. 

According to a 2016 study by Content Marketing Institute, B2C marketers ranked the following as top content priorities:

• 73% indicate that they want to create more engaging content.
• 55% want to create more visual content.
• 44% say that better repurposing content is a must.

Luckily, there’s a surefire strategy that satisfies the needs listed above: visual content marketing. Let’s face the facts that our audience craves visuals: The brain processes visuals 60,000 times faster than text, and we read only 28% of written content. 

Are you still contemplating how you’ll incorporate visual content marketing into your 2017 strategy? Check out the list below for three ways to rely on visuals this year to drive results.

In the age of Amazon-style buying, customers expect instant answers and hassle-free purchasing. 

Plus, competition is virtually everywhere you look. In one click, customers can abandon your site and move on to a competitor who offers faster, easier service.

Our one saving grace to retain recurring sales is through customer loyalty. It’s no secret that many businesses rely on the loyalty of returning customers, as it costs nearly 10 times more to acquire a new customer than to retain an existing one.

You know the drill. As marketers, we are forever pressed for creative, performance-driven ideas. In the era of fast-paced, connected consumers, we must constantly evolve to prove our marketing success. And, we must do it quickly. 

In a recent blog post, Paul Roetzer articulates the challenge: 

“There have never been more choices for marketers. There has never been more noise. There has never been more demand for performance.” 

To solve for business growth challenges, PR 20/20 organized an interactive Cleveland HubSpot User Group (HUG) event on Wednesday, March 23 featuring the Marketing Growth Hackathon^TM. In as little as one hour, attendees collaborated to come up with campaign ideas that could be activated in as little as 30 to 90 days. (Sending a special thanks to Advance Ohio for hosting the event!)