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Articles by Dylan Lepak
26 SEO statistics for 2020 and what you can learn from them
December 11th, 2019 min read SEO Statistics for 2020 In 2019 (to date), Google accounted for just over 75% of all global desktop search traffic, followed by Bing at 9.97%, Baidu at 9.34%, and Yahoo at 2.77%. Google has received nearly 2.3 trillion searches this year. Of the billions of searches that happen on a given day, 15% of daily searches are new to Google. On the first page alone, the first five organic results account for 67.60% of all the clicks.
EU: Google Analytics, Facebook Connect use could warrant legal action
August 24th, 2020 min read Since May 2018, when GDPR officially went into effect, there have been numerous lawsuits and privacy protection groups that have made news. For those unfamiliar, GDPR stands for general data protection regulation. It went into effect in 2018 as an overhaul of European Union consumer data protections.
23 most important IMPACT+ resources to prep for 2021 for marketers
November 17th, 2020 min read It’s nice to see that 2021 is still coming as planned — until you realize that this year isn’t over yet and you still have marketing goals to hit this year. And budgets and plans to build for next year. Look, as a marketer, you have a lot on your shoulders. You’re probably wearing multiple hats, have some big goals, and you may have had your job on the chopping block recently. Strategizing right now sounds like a heap of fun, am I right?
How much does online digital marketing training cost?
August 3rd, 2020 min read I’ve been a fan of online learning for my entire career. In fact, my formal education was studying Economics in university, which has very little to do with my current role (except the fact that I have a weak spot for financial meetings). It was through a number of online learning resources that I learned the skills to become a developer, applied those skills, and now here we are.
2020 SEO news: the biggest stories you might have missed (so far)
August 14th, 2020 min read I know what I'm about to admit reveal to you all a deep character flaw of mine that I would not otherwise even whisper out loud. But it's 2020, right? It's a year when us marketers are all tripping all over ourselves to tell you how "uncertain" these times are because, well, they are. So, if I can't be honest now, when can I?
How attribution reporting helped iCIMS improve its Google Ads performance ft. Joel Maldonado of Path Interactive (Inbound Success, Ep. 150)
July 6th, 2020 min read How would you change your digital marketing spend if you knew with 100% certainty what was driving results? This week on the Inbound Success podcast, Joel Maldonado of Path Interactive talks about the attribution modeling work that won his company the first ever Google Display Innovation Award.
Google Analytics to offer 2 new probability metrics: purchase and churn
July 20th, 2020 min read Google has recently rolled out some new predictive capabilities in Google Analytics that could have some big impacts on your Google Ads — specifically your website users' purchase probability and churn probability. These newest updates represent the company’s last push into machine learning to help businesses grow by improving the insights available in Google Analytics.
Apple's privacy update: What does it mean for your mobile ad strategy?
July 24th, 2020 min read Facebook has been getting loads of bad publicity of later (not even considering the viral picture of Mark Zuckerberg on a surfboard). via The Daily Mail After losing billions of revenue to advertiser boycotts, Facebook has another problem on its hands; Apple released new privacy restrictions around mobile ads during the Worldwide Developers Conference (WWDC) last month. Facebook is one of the most dominant players in an $80 billion mobile advertising industry.
Google launches Shoploop to simplify the online buying process
July 23rd, 2020 min read With so many products in the market, it’s hard to tell if something is going to work for you, especially, when making purchases online. Now, during the COVID-19 pandemic, you might be unable to physically see and touch the products. This is especially difficult when shopping at Sephora, Ulta, and other makeup retailers. But what if you were able to see people using the product and trying it out, getting their first impressions and experiences using the products.
63 new content marketing statistics to guide your end-of-2020 strategy
July 30th, 2020 min read It can be difficult to find positives in light of the COVID-19 pandemic — but I have, at least in the professional sense. You see, in the past few months, I've found a new sense of importance in my job of creating content. With social distancing still in effect across much of the globe, gatherings, hugs, and handshakes have become taboos, dangers even. Having business meetings and conversations face-to-face feel like a distant memory.
Vidyard set to roll out a 'video selling certification' program
February 6th, 2020 min read Video is no longer a “nice to have'' in business. In 2020, video is a “must-have'' and, because of this, this likely isn’t the first time you’re hearing that video is influential in the sales process. Get this: It's estimated that by 2022, 80% of the content consumed on the internet by buyers will be video. According to Gong, 40% of sales teams are now using video in their sales cycle.
How to Sell Video Marketing to Your Boss (& Prove it Doesn’t Have to Be Hard)
June 22nd, 2018 min read It’s official: producing video content has become a matter of “when” not “if,” for marketers. And if you’re marketing for a business or at an agency, that “when” should be ASAP -- if not last week. Seriously. When we look at why video content dominates, the stats speak for themselves.
28 Little-Known Blogging Statistics to Help Shape Your Strategy in 2019
January 24th, 2017 min read Content is still marketing's reigning king and that means blogging should be a top priority for B2B marketers in 2019. As you plan your content for the rest of the quarter (or next quarter), it's beneficial to take a look at recent data to get a better picture of the current state of B2B blogging. You'll notice some trends are changing, but there are several things that remain the same.
5 real-life examples of assignment selling in action
December 17th, 2019 min read The theory behind assignment selling posits that the more educated the prospect, the faster the sales process, and the higher the close rate. Accordingly, salespeople at IMPACT ask (or assign) prospective clients to read or view specific materials so that they can be better prepared for a deeper sales conversation. We’re able to do this by leveraging the trove of content from our website to educate our prospects and build trust with them.
New study: Review frequency matters most for local businesses
December 17th, 2019 min read Consumers increasingly rely on reviews to select local businesses. Mobile Internet users, especially younger demographics, base their first impressions of local businesses on reviews on third-party review sites. While this trend isn't new, the discerning skepticism consumers view reviews with is. According to a new BrightLocal consumer review survey, consumers research local businesses through reviews on Yelp, Google, and other local mobile directories.
Podcasts to be eligible for Pulitzer Prizes in 2020
December 13th, 2019 min read Starting in 2020, audio broadcasts, including podcasts, will be eligible to win a Pulitzer Prize. This is great news for podcasters and journalists everywhere — not to mention podcast fans. The official Pulitzer announcement came late last week from the Pulitzer Board, which stresses that the 2020 prize category will be experimental.
There is now a better way to understand your Salesforce sync errors in HubSpot
December 16th, 2019 min read The HubSpot-Salesforce integration is an extremely important tool for many HubSpot customers. It allows them to sync information collected in HubSpot with Salesforce, and to send Salesforce information to HubSpot. This is huge since it allows the marketing and sales teams on HubSpot and Salesforce to get the most updated information on contacts, companies, and deals on both platforms so they can work seamlessly together.
Google's new addition to accessibility support: American Sign Language
December 12th, 2019 min read Over the past year Google has increased its efforts toward accessibility-first design. The company released a number of applications to help address the needs of people with disabilities. A majority of the applications (such as Live Caption or Sound Amplifier) were centered around improving accessibility for users connecting with other users online. On December 3rd, Google launched American Sign Language support for its disability support.
Vidyard's new free plan gives your business no excuse to avoid video
December 13th, 2019 min read If you’ve been hanging around the IMPACT water cooler for any length of time, you’ve surely heard all the buzz about how much of a role video is having in the lives of consumers today. And while it doesn’t seem like it’s one of those trends you can ignore, making it practical for your business from a financial perspective can be a challenge.
Google updates Search Console messages to ease integration for users
December 10th, 2019 min read Google has just announced a new feature for webmasters and site owners — an updated version of messages in the Google Search Console tool. While Google has been sending messages through Google Search Console (formerly called Google Webmaster Tools until 2015) for quite a while now, this update is going to simplify how you receive them and how you access them.
New study: Nearly half of marketers struggle with siloed systems and data
November 25th, 2019 min read A survey of marketing executives shows that less than 10% of companies are fully leveraging personalization tools to improve the customer experience. That’s according to the State of Digital Customer Experience 2020 Report released by Simpler Media Group and CMSWire just last week.
Google releases combined audience targeting for search campaigns
Do you leverage Google as part of your paid programming? If so, then you may have noticed that the search engine and advertising platform recently enhanced search campaign features by adding combined audiences to your Google Ads accounts. The update offers advertisers the ability to serve ads to even more targeted and specific audiences. So, how might this update impact your advertising and targeting strategies heading into the holiday season?
Snapchat to allow extended play ads up to 3 minutes in length
November 22nd, 2019 min read More users and brands have started to post shorter “snack size” videos as well as premium shows to social media platforms like Facebook, Instagram, Snapchat, and YouTube.
Facebook tests Instagram Reels to compete with TikTok
November 19th, 2019 min read Instagram Reels is Facebook's answer to TikTok, the Chinese video-based social media app that's become popular in the United States, especially among younger internet users. TikTok features quick, intuitive video manipulation tools that allow users to broadcast short video stories, and the app has a large pool of editing features, filters, sounds, and music selections. Instagram Reels shares many of the same features.
Social video marketing insights for 2020 [Infographic]
November 16th, 2019 min read 2019 was another great year for video. Most content online has companion videos and your social feed isn’t more than a swipe or scroll away from the next watch. Knowing that 2020 is quickly approaching and, hopefully, your yearly planning meetings in full swing, let’s look back at where marketers have set their sights in 2019 and what insights we can get into next year’s strategy.
Report: Apple plans AR headset release in 2022
November 14th, 2019 min read It seems like long-awaited rumors are coming true. The Information is reporting that Apple will release its first augmented reality headset in 2022, followed by a pair of AR glasses in 2023. Originally it was thought that the release date would be in 2020, but it seems that there have been some difficulties in developing the technology, which has caused Apple to push back its timeline by two years.
Twitter's new Topics feature may help new brands get exposure
November 12th, 2019 min read Last week, Twitter announced a new Topics feature that will allow users to browse subjects by topic instead of hashtags and accounts. This new feature aims to streamline users' ability to browse the +6,000 tweets coming out per second — allowing them to navigate tweets by topic instead of easily-abusable hashtags or user profiles. How will this change impact user browsing behavior?
Google's holiday gift-giving tips could spark better sales
November 7th, 2019 min read We're heading into the holiday season, which, for a lot of consumers, means a rush to find the perfect gift for everyone on their list. You can help undecided gift-givers find your products by using some of the latest features available through Google and its platforms. Here are some holiday gift-giving ideas from Google that can spark more sales this holiday season.
The benefits of diversity and inclusion in the workplace [infographic]
November 10th, 2019 min read Let's go ahead and address the elephant in the room. How diverse and inclusive is your organization? Diversity in an organization means that the talent that makes up the organization includes people of different genders, ages, religions, races, ethnic and cultural backgrounds, sexual orientations, languages, education, and various skills. Diversity and inclusion are not just another trending topic.
HubSpot report reveals buyers do most product research on social media
November 8th, 2019 min read Earlier this week, HubSpot released a report summarizing where consumers do most of their online product research. This is separate from where consumers do the most online shopping, but even that line is becoming increasingly blurred as more online platforms move into the e-commerce market space. Where are most of your customers doing their product research? Social media. Which social media platform is the most popular resource? Facebook.
New Google study reveals lingering gender biases in YouTube ads
November 5th, 2019 min read According to a recent study by Google, men are featured in more YouTube ads, but women get more views. This latest gender bias study comes almost exactly two years after YouTube parent company Google and the Geena Davis Institute on Gender in Media analyzed gender inequalities in film.
#IMPACTTurns10: Questions for our CEO as we celebrate its first decade [+VIDEO]
November 18th, 2019 min read From humble beginnings in CEO Bob Ruffolo’s condo, IMPACT has grown to a nearly 70-person person business known for its innovation, excellence, and company culture. This month, IMPACT turns 10 years old. To mark the occasion, I sat down with Bob to answer 10 questions reflecting on the past decade, his experience, and the company as a whole. Here’s what he had to say. 1. When you started IMPACT ten years ago, did you think you’d be HERE ten years later?
The Difference Between Facebook, Twitter, Linkedin, Google+, YouTube, & Pinterest [Updated for 2019]
February 10th, 2017 min read Social media is ever-changing. There’s always a new crazy way people can document every aspect of their lives, but what if you’re a business? With so many social media sites already out there and even more popping up each day, where do you begin? Do you create a Facebook account or do you hop on whatever “the new Pinterest” is today? Utilizing social media in your business strategy is one of the best ways to get your name out there.
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