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    The 6 Principles of the Science of Persuasion [Infographic]

    By Emma Snider

    scientific_experiment

    This post originally appeared on the Sales section of Inbound Hub. To read more content like this, subscribe to Sales.

    To sell something, you have to convince a buyer that they not only want your offering -- they need it. To be clear, I'm not talking about fooling them into buying a piece of junk. Oftentimes prospects stand to benefit considerably from purchasing a new product or service. However, that doesn't mean they're any more eager to fork over their money. And this is where the fine art of persuasion comes in.

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    Here's What It Would Look Like if Advertising Legends Had Social Media Profiles

    By Jami Oetting

    Imagine if Bill Bernbach and David Ogilvy had been on Facebook. 

    What would they have shared and discussed as they wooed clients, had three-martini lunches, and expanded their growing empires from their swank offices on Madison Avenue? Would they have had heated debates on short versus long copy? Would they have argued about research's role in advertising? Who would have been more likely to upload selfies and overshare about his personal life?

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    9 Ways to Build Lasting Relationships With Freelancers

    By Ruthie Abraham

    While many companies choose to hire full-time, in-house content and marketing staff, there are perks to building out a strong team of freelancers.

    They bring an unique skill set and have a different point of view, which is a benefit when working with clients in a variety of different industries. A team of freelancers can also help you to turn around work more quickly, as they work on different schedules or even in a different time zone. 

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    9 Noteworthy Examples of Native Advertising From 2014

    By Jami Oetting

    Native advertising grew up in 2014. 

    Advertisers went beyond asking, "Is this a fad?" to trying to understand how to measure the success of sponsored posts and native ads. Publications considered who should write sponsored content, and John Oliver "weighed in" on the discussion. Overall, native advertising and sponsored content pieces were everywhere. Even traditional publishers such as the Wall Street Journal, The New York Times, Fortune, and Washington Post joined in. 

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    5 Innovation and Design Trends That Will Define 2015

    By James Fox

    It is the time of year when we look ahead, trying to figure out what trends will take hold of the masses.

    And if we can define the movements that are snowballing into larger trends, then we -- as marketers -- can use these in our planning for 2015. We can make sure our brands are at the forefront, rather than consistently struggling to keep up. 

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    3 Simple Ways to Listen to Your Customers and Save Plummeting Conversion Rates

    By Gregg Guzman

    As digital marketers, the one metric we care most about is the conversion rate.

    Naturally, when we see conversion rates begin to drop, we stop everything we’re doing and attempt to fix the issue causing the decrease in conversions. Most digital marketers will start by digging into their site analytics or paid search keyword reports to see if they can find the problem. This is a fantastic start for determining what’s causing your drop in conversion rate. However, this should only be the first step in determining what the problem is.

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    David Ogilvy Sent You a Friend Request [Infographic]

    By Jami Oetting

    He's called the Father of Advertising and the King of Madison AvenueFortune magazine once asked if he was a genius -- which prompted him to ask his attorney to bring a lawsuit against the publication for its use of the question mark.

    But you should also know that this man was an apprentice chef, a farmer, a door-to-door salesman, an expelled college student, a social worker, a researcher, and a former employee of the British Intelligence Service. That's a lot of lives lived before David Ogilvy even started in advertising -- opening his own firm in 1948 at the age of 38. 

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    How to Turn Your Employees Into Social Ambassadors for Your Brand

    By Joé Lloyd

    Effective social outreach has quickly become a necessity for marketers in the B2B space. With LinkedIn’s 332 million users across 200 countries, and Twitter’s 284 million users sending 500 million tweets per day, it’s easy to see why social media can’t be ignored. Chances are that these channels will provide direct access to the executives your business is trying to reach.

    Even with knowledge of the importance of a healthy social footprint, many businesses skip the key step that can increase engagement and web traffic exponentially. Your team should be on the front line of your social efforts -- using their profiles to share your company content, whether that is press releases, blogs, or articles. Simply put, if you aren’t asking your team to help with your social marketing, you're missing out on a big opportunity.

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    Modern Family? New Data for Advertisers on the Dynamics of Family [SlideShare]

    By Jami Oetting

    How do we define a family? 

    This question has been studied by anthropologists, psychologists, novelists, and many others -- to varying conclusions. But the main question for today is: how does our definition of a "family" influence the way we portray families in advertising and marketing? And is our portrayal accurate? 

    In 1972, 60% of households were made up of what we used to think of as the "traditional" family unit: a husband who financially supports the family, a stay-at-home mom, and children. 

    Today, that same family unit accounts for 4% of households. 

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    How Product Packaging Influences Buying Decisions [Infographic]

    By Jami Oetting

    A shopper paces the aisle, looking at one laundry detergent after another. All offer essentially the same thing -- clean clothes, fresh smell, easy pour ... the list goes on. 

    So how does a shopper make a decision to buy one over another? Is it the color of the bottle, the price, a familiar logo? Does she rely on the brand her mother is loyal to, or does she care more about a brand with a phosphate-free formula and environmentally friendly packaging?

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    5 Strategies for Creating a Conversion-Focused Agency Website

    By Jami Oetting

    How hard does your website work for you? Does it attract the right kind of visitors? Does your site have content that keeps visitors “hooked”? Does your site make it easy for visitors to show interest (so you can capture it)?

    Most agencies treat their websites like part-timers hired to only answer the phone. Why? Because everyone is too busy, or important, to be bothered with such pesky details.

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    5 Must-Ask Interview Questions to Assess Cultural Fit

    By Erica Tiffany

    You’re face-to-face with a doe-eyed interviewee holding a rockstar résumé, and you’re seriously tempted to lock the person into a contractual agreement on the spot. As the hiring manager for your agency, you’re searching for the best of the best in your industry, and you’re positive you’ve finally found it.

    So what’s stopping you?

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    The Mindset You Need to Hook a Big Client This Year

    By Jody Sutter

    The beginning of a new year is a great time to set positive intentions, such as gearing yourself up to reel in a big, game-changing client.

    It’s a daunting challenge for any agency, but it is particularly challenging if you’re a small- to mid-sized shop. You have to work that much harder to differentiate yourself and get the attention of the "big guys". 

    In the same way that the rich and famous tend to stick with other rich and famous people, big companies with big marketing budgets tend to move in the same circles as big agencies that know how to spend those big budgets.

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    TV Consumption Habits Point to Both the Past and the Future of Advertising

    By Peter Prodromou

    According to a recent The Wall Street Journal article, cable channels are paying upwards of $24 million to acquire the rights to high-grossing movies, recognizing that films have huge built-in audiences and high brand recognition because of the publicity generated when they were initially released in theaters.

    This should make any network, streamer, producer, advertiser, or marketer pay attention, as it clarifies today’s viewing consumption habits.

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    10 More Fast-Growing Independent Agencies You Should Know

    By Jami Oetting

    The digital demand has changed the face of agencies. 

    This is especially evident when you look at the fastest-growing firms: Agencies with a speciality in data, product innovation, and multicultural marketing are a dominant force on these lists. 

    Current research from SoDA, an organization representing digital agencies, support this trend. It found that clients rank product and service innovation as the second most valuable asset an agency can offer. 

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    The 15 Best Fonts of 2014

    By Jami Oetting

     

    The perfect typeface can make even the most boring text seem more exciting, more fun, or even more mysterious. 

    It can make someone want to read your article, ad, or old-school brochure. And it can make designing an old-school brochure a lot more enjoyable.  

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    Mac or PC? A Brief History of Apple & Microsoft’s Ad War

    By Lindsay Kolowich

    This post originally appeared on the Marketing section of Inbound Hub. To read more content like this, subscribe to Marketing

    For almost a decade now, Apple and Microsoft have been engaging in an what some have called an all-out "ad war."

    Remember those "Hi, I'm a Mac"; "Hi, I'm a PC" television ads from the late 00s? You know, the ones depicting a young, casual, cool Justin Long as Mac and an older, out-of-touch John Hodgman as PC?

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    10 Tips for Managing Freelance Talent

    By Erich Stefanovich

    Freelancers are the remoras of the advertising world, swirling in vast groups around agency buildings hoping to latch on. They fight for any piece of business that is spat from the doors of the chosen inside, and while they can be a nuisance, they are essential to the way many agencies do business.

    So, how do you manage these characters of the great communication sea? Knowing the answer to that question is critical because your agency's work depends on this. 

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    The Essential Guide to Providing Inbound Agency Services [Free Ebook]

    By Angela O'Dowd

    Does your firm do inbound marketing?

    This seems like an easy question.

    Either the answer is "yes", in which case you already understand the importance and the benefits, or it’s "no", and you need to learn them. But it’s not as simple as that. Many people who do inbound marketing only perform the most cursory inbound tasks, without any strategy for success, or worse yet, with mistaken notions about how inbound marketing actually works.

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    The Best and Worst Times to Post on Facebook, Twitter and Pinterest [Infographic]

    By Corey Eridon

    This post originally appeared on the Marketing section of Inbound Hub. To read more content like this, subscribe to Marketing.

    Alright, so here's my theory: People log on to Facebook right away when they wake up, so we should skew our Facebook publishing to early morning.

    But wait ... I think they also use it to mess around during the workday when they get bored -- like around that 2:00 lull.

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    What Does the Millennial Consumer Look Like? [Infographic]

    By Jami Oetting

    If you haven't figured out the millennial generation yet, it's time. 

    More than 80 million consumers are included in this group, and they are expected to spend $200 billion annually by 2017.

    But this is not an easy generation to understand: They expect technology to work and will go elsewhere if it doesn't. They discuss their buying considerations online and research everything. They want to be a part of the brand experience and like to feel that their voice is heard. 

    They are a different type of consumer, but not one that can't be demystified. 

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    The Future of Mobile Marketing? It's All About the Social Messaging App

    By Jacqueline Zenn

    For most marketers, social media messagings apps are something fun to waste time with and chat with their friends. But let’s get real: They are much more valuable than that. These are media apps that enable personal communication within groups -- like small social networks. And they are only growing in popularity as more people become tired of Facebook's and Twitter's constant stream of unrelated and irrelevant updates. 

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    24 Surprising Stats About Brand Loyalty You Should Know

    By Jami Oetting

    They are what brands want most -- loyal, repeat customers. 

    But a great product isn't the only thing it takes to create loyal customers. They want to be noticed by and treated differently than other customers. They want rewards and recognition. They want their opinions to matter. 

    But these loyal customers are worth it. 

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    7 Email Newsletters Every Curious Creative Needs to Read

    By Jami Oetting

    Creativity is the act of combining seemingly unrelated fragments of information and ideas into something new.

    It is the collision of experiences, images, and knowledge.

    And we all want to have more of these “collisions” – to be more creative more often. After all, it is the job of an agency to come up with creative ideas, day after day.

    There have been a lot of studies on how to be more creative – walking, taking naps, meditation, etc. But first you need a foundation of experiences and knowledge to draw from. You need the raw material to be the basis for inspiration. 

    Albert Einstein said, “I have no special talents. I am only passionately curious.”

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    The Niche Advantage: A Call for PR Agencies to Specialize

    By Zach Weiner

     

    Imagine you injure your arm in a nasty skiing accident. Naturally, you head over to your general practitioner to get it checked out. While the doctor is giving your arm the once over, he also mentions that he can provide you with some psychotherapy to treat any PTSD that may have been caused by the fall. On top of that, he can perform a mean root canal and give an exceptional sports massage.  

    The best case scenario here is that your doctor lost himself some credibility. The worst? You wonder if he received his medical degree from a Cracker Jack box. With either scenario, chances are you would run out of the office quicker than his nurse could mouth “quack.” Yet, this same behavior -- deemed ridiculous in most professions -- is considered the norm across countless public relations and communications agencies today.

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    11 Agencies That Left Independent Adland in 2014

    By Jami Oetting

    While what would have been the largest merger in adland failed, there was more than enough buying and selling and merging to make things interesting.

    According to Results International, 730 deals were made in Q1 to Q3, with WPP making the largest number of acquisitions (41). While the most active buyers in 2014 were the large advertising holding companies, there are signs that others are eyeing the marketing and advertising marketpace. 

    "The buyer group that’s growing the fastest is the non-traditional buyer, like large management consulting firms, the client side, etc.," said David C. Baker, an author, speaker, and advisor to expert marketing firms at ReCourses. "They have no interest in buying from the sales side, but they are interested in the marketing side."

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    The 3 Most Important Metrics Every PR Agency Should Track

    By Starr Million Baker

    In public relations, we spend a lot of time tracking metrics on programs so that we can effectively communicate the value of our work to our clients. But are we spending the same amount of time tracking our own metrics so that we can evaluate the health of our business? Probably not.

    While revenue is something you should keep a close eye on, there are several other metrics small agency owners should track to maximize business success.

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    The 6 Essential Steps of an Effective Client Onboarding Process

    By Eric Pratt

    If you’re like me, you’ve realized that it’s hard to sign new clients. You spend time, money, and a lot of energy to bring them on board, so you really can’t afford to lose them. Because you don’t want to get off on the wrong foot with your clients, it’s especially important to follow an effective onboarding process.

    Failing to properly onboard new clients has consequences that can ripple through the life of the engagement. Without the proper plan in place, execution becomes misguided, and the campaign has no direction. A campaign without clear direction and complete buy-in on both sides doesn’t stand much of a chance. I’m sure you have experienced this in the past. I know I have, and it wasn’t fun.

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    The Talent Gap: 5 Skills Every Agency Pro Needs to Develop in 2015

    By Samantha Pena

    The continuous evolution of digital technology has completely revolutionized the marketing industry, not only changing how consumers purchase but also how marketers advertise. This rapid shift has left those in the marketing industry scrambling to catch up.

    Get this: By 2018, the U.S. is predicted to lack around 1.5 million managers and analysts with sufficient technical and digital know-how to make effective decisions.

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    Ira Glass on What Nobody Tells Young Creatives and Closing the Taste Gap [Video]

    By Jami Oetting

    Why are some people more successful in the creative field than others?

    You watch your colleagues or competitors come up with idea after brilliant idea. You jealously eye another designer's work. You wish you had thought of that phrase. 

    It makes you wonder: Am I any good at this? 

    This combination of fear and doubt has made many young creatives leave the industry for a field less psychologically crippling.

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    Why Your Agency Needs to Be More Active on Social Media

    By Carly Stec

    If we’re going to be honest, most agencies fail to follow their own advice.

    We wave our pom-poms in favor of social media marketing, but when it comes down to it, our own accounts are starving for engagement.

    We rest on the excuse that “the cobbler's children are always the last to get new shoes,” but that’s hardly reason enough to justify our inability to talk the talk, and walk the walk.

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    The 10 Fastest-Growing Promotion Agencies

    By Jami Oetting

    Brands want specialists. 

    They look for agencies that have the work to prove they can do what they say they can do. They need proof. 

    The promotion marketing industry is no different. These agencies need expertise in organizing large, complicated events. They need a track record that proves they can dream up experiences customers and brands love. They need the experience to know the legal precautions of running a sweepstakes.  

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    7 Bad Marketing Habits You Need to Break in 2015

    By Peter Sena

    ‘Tis the season for those tweets, articles, and newsletters that reveal the latest and greatest ways to improve your marketing strategy in the coming year. But with every business trying to do more with less, it becomes difficult to find the time and financial means to learn and test new business tools and tactics. Instead, many of us simply disregard the activity of making resolutions and instead stick to the strategies we know best. 

    What we’re often left with then are “safe” habits that -- in actuality -- kill workplace advancement and innovation.

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    11 Surprising Social Marketing Predictions for 2015

    By Young Entrepreneur Council (YEC)

    Social marketing is an ever-evolving process; from keeping up with the latest trends to simply keeping up with the technology, staying cutting edge in this field is tough.

    But what if we knew where it was going next? In order to get a jump start, we asked 11 startup founders for their most audacious predictions about how social marketing will change in the new year.

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    12 of Our Most Popular Articles of 2014

    By Jami Oetting

    I understand. Your time is limited. So when our emails announcing new content show up in your inbox, you sometimes just save them for later. You might even (gasp!) delete them.

    If you choose to watch that video of puppies attempting to climb stairs (I can't blame you.) instead of reading the latest and greatest from Agency Post, you're in luck. We've put together a list of some of the most popular posts of 2014. 

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    7 Startup Founders on Their Biggest PR Win

    By Young Entrepreneur Council (YEC)

    As more startups continue to litter the business landscape, getting the right exposure and communicating great value to your audience is crucial to future success. We asked seven successful entrepreneurs from Young Entrepreneur Council (YEC) what the single best outcome a PR agency has ever achieved for their startup, and why.

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    91 News and Culture Moments From 2014 Collide in the Grand Budapest Hotel in This Illustration

    By Jami Oetting

    2014 was a big year.

    But I'm not referring to the failed merger of Publicis and Omnicom or even the best advertising campaigns of the year.

    Your memory of 2014 won’t be defined by those things. Instead, you’ll remember the Ebola outbreak, Lavern Cox, Ferguson, LeBron’s return home, the World Cup, True Detective, missing flight MH370, and maybe even Alex from Target.

    These and many other cultural and political moments shaped the year and will continue to be part of our conversations in 2015. 

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    What If Santa Ran Christmas Like an Ad Agency? [Comic]

    By Jami Oetting

    Do you think Santa Claus would be so jolly and merry all the time if he worked in an ad agency?

    As it stands, he gets to decide who has been naughty and who has been nice. He's got more than enough helpers, and really, there is only one night a year where the pressure is intense. 

    Would he survive pitch after pitch, crisis after crisis? Could he handle the most difficult client situation with anything but a "ho, ho, ho"?

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    The Non-Designer's Guide to Typography and Fonts [Infographic]

    By Lindsay Kolowich

    This post originally appeared on the Marketing section of Inbound Hub. To read more content like this, subscribe to Marketing.

    Typography is an incredibly important part of the design process -- it's just as important as the colors you choose, the images you include, and how you lay everything out. But most marketers get tripped up by typography, assuming that defaults like Arial or Times New Roman will do the trick.

    Truthfully, sometimes those basic, generic fonts will be fine ... but you should be prepared for the times that they won't. For example, if you want to give feedback on design projects or improve your own content creation skills, you need know basic font terminology.

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    9 Inspiring New Year's Resolutions From Agency Execs

    By Jami Oetting

    It's a rite of passage for entering the New Year -- the practice of making resolutions.

    You consider your health, relationships, and career during the past year and resolve to be better. 

    But your waist size and pocketbook aren't the only things that can benefit from a renewed focus. Your agency needs an examination of its work and business practices. There are resolutions you should make to avoid the mistakes of 2014 and plans to outline for a successful 2015. 

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