The Most Wonderful Time of the Year to Engage Customers: Tips for Holiday Marketing

Marketers, are you ready? It’s that time of year again. With the National Retail Federation expecting holiday sales to increase between 3.6 and 4% from last year, consumers will be shopping more and spending more money, meaning marketers and brands must work harder to connect prospective customers before their competition does. But, to attract and retain consumers during this season, brands can’t miss a moment with their audience.

Here are some of the technologies and techniques marketers must adopt to win over customers this holiday season:

1. Get Relevant or Get Ignored

This won’t be the last time you hear this saying. When you personalize the customer experience, your customers will understand you respect their time. Have you ever found the perfect gift for a loved one, added it to your cart, forgot about it, and sadly found out it was sold out the next time you logged on? It’s unfortunate but happens far too often.

Amazon constantly wins when it comes to personalized customer experience. If a shopper puts an item in the cart and logs out, Amazon reminds her it’s there, but selling quickly. Additionally, the company integrates recommendations across the buying experience: from product searches to the final purchase, showcasing a seamless process and demonstrating its understanding of customers’ needs.

A retailer that also stands out when it comes to relevance is Neiman Marcus. The brand reaches its customers by delivering real-time, personalized videos to passive browsers of its website and transforms them into active shoppers by highlighting specific designers, seasonal promotions, and a buy-online-pick-up-in-store service. This campaign drove incremental online revenue and increased brand awareness with a highly targeted audience, revealing the power of personalized videos.

2. Mobile Will Still Dominate, but Experience Matters Most

Every marketing message should be optimized for every device. However, with 76% of mobile shoppers changing their mind about who to buy from based on the user experience—not just how it looks on the device and optimization—user experience plays a huge role in the purchasing decision this holiday season.

This holiday season, a barely personalized message or video about a product or service consumers want—or want to give their loved ones—won’t persuade them into buying anything. By contrast, a personal video probably will, if it taps into an anticipated experience, such as a video showcasing how much use they will get out of the ski gear they’ve been eyeing. In fact, we have found that personalized videos that relate back to something a customer is experiencing or will experience can drive up to 20 times incremental revenue growth, a 22% reduction in customer churn, and a 19% increase in digital adoption. 

3. Create Video Content That Taps Into Emotion

Over 50% of marketing professionals worldwide name video as the type of content with the best ROI, and that number is only growing. Video is the most compelling storytelling medium, with a combination of sight, sound, and motion that captivates viewers and evokes their emotions.

Think about the last time you watched a video and shared or liked it over social media. What was the reasoning behind the engagement? Did you laugh? Feel sentimental? Emotions are contagious, and consumers—people like you and me—love to watch and share content that inspires us.

And, the holiday season is that time of year where brands battle it out to win over customers through “giving back” and “feel good” campaigns. I always think back to last year’s John Lewis #BusterTheBoxer video. To this day, it’s still one of the most widely shared holiday videos. But, imagine if you can personalize or make that video relevant to a specific viewer. It can spark emotions that drive purchasing decisions and brand loyalty.

4. Embrace Consumer Laziness This Holiday Season

I don’t mean this in a negative way. Thanks to innovations like Alexa, Siri, Google, and Cortana, consumers’ habits have completely changed—people will take the easiest and most hassle-free path to get what they want—especially during the holiday season. The issue is marketers are only slowly catching up and not capitalizing on human laziness.

The way consumers shop is constantly evolving. Think about it: you’re ordering your favorite brand of wine for your holiday party through Alexa. All you need to say is, “Alexa, order me [insert brand name here] bottle,” rather than go to the nearest liquor store to pick it up or even order it online. Marketers need to keep up with this evolution. Catering to customers and getting them what they want, when they want it, with the least amount of effort on their end will be essential this holiday season and into the next year. As such, marketers need to develop these automation strategies now.

The holiday season is competitive but mission-critical. Consumers are distracted. For retailers to shine brightly this holiday season—despite technology evolving and competition heating up—they must deliver content in an entertaining, valuable and relevant way. Video isn’t the only medium, but it’s the most successful storytelling medium with the potential to combine big data and automation with the emotion of sight, sound, and motion.

What holiday marketing plans do you have for your business this year? What has worked in the past for you? I would love to hear your plans in the comments.

The post The Most Wonderful Time of the Year to Engage Customers: Tips for Holiday Marketing appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.

Marketo Marketing Blog

What is Domain Authority?

what is domain authority

A 1-100 score predicting how well a site will rank in major search engines. Domain Authority is a measure of how well a website is likely to perform in search engine results. It’s a search engine ranking score developed by Moz to give an overview of likely site performance. After Google deprecated and then stopped publishing PageRank, DA became one of the go-to replacements. Where Do I Find Domain Rank? If you’re using Moz toolbar, it’s here: If you’re inside Moz Open Site Explorer, it’s here: How Does Domain Authority Work? DA is a good quick way to tell if…

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The Key to Successful ABM: Marketing and Sales Alignment

Account-based marketing (ABM) is a game-changer, but it’s not uncommon for sales to push back against implementing it as a new strategy. It’s understandable. On the surface, it appears that ABM is asking sales to work with fewer leads, and that kind of change can be a scary proposition. In my previous blog post, I touched on this very subject when discussing outbound prospecting. The reality is, the sales team is not only holding marketing back from a necessary evolution, they are holding themselves back if they’re not getting on-board with ABM. Account-based strategies require input from across the organization because they work for, and benefit, the entire organization.

Alignment needs to happen across the board and if your B2B brand is targeting named accounts but hasn’t yet implemented an ABM strategy—your competition is getting a head start on your customers. ABM’s popularity has been rising and for good reason: coordinating your resources to focus on pursuing and converting specific accounts works.

So, Why ABM? 

  • 80% of marketers who track ROI say that ABM outperforms other marketing strategies, often significantly.
  • 97% of marketers agree that ABM has a “somewhat” or “much” higher ROI than other marketing initiatives.

Inverting the traditional B2B strategy of lead generation-based marketing brings in bigger, more valuable accounts and increases engagement with target and existing accounts. But what do marketers and salespeople need to do in order to ensure ABM success? Align. 

In this blog, I’ll cover the key to successful ABM as well as how to get your sales team on board and how to achieve alignment.

Sales and Marketing Alignment is Crucial

Alignment between sales and marketing is beneficial for any organization, but if you want to get the most out of ABM (and what marketer doesn’t?), it’s crucial.

  • Conversion rates improve when sales and marketing share ownership of lead nurturing and incubation.
  • Companies with tightly aligned sales and marketing teams experience 36% higher customer retention rates and 38% higher sales win rates.
  • When sales and marketing teams are aligned, leads are 67% more likely to become clients.

The good news is that ABM by its very nature brings the two teams together—as long as both sales and marketing can agree to work together. If you’re finding it challenging to get sales to buy-in at first, you’re not alone. Ultimately, you are working toward a sales and marketing partnership but the first step is, of course, alignment.

How to Get Sales on Board

So, you’re a marketing team leader who needs to convince sales to buy in or a sales team leader who needs to get the rest of the sales team on-board. Where do you start? First, make sure the sales team understands the dramatic benefit that ABM brings to their lives. Then, demonstrate how a successful ABM strategy hinges on their input.

1. ABM is Good for the Sales Team

Whether you’re meeting one-on-one with the director of sales, writing an email, or pitching the entire sales department, ask a few questions:

  • How satisfied is sales with the leads they currently get from marketing?
  • Does the sales team always have the content/resources they need for closing an account?

Most honest sales reps will take the opportunity to express their frustrations because it’s just statistics that sales departments are commonly frustrated by what they feel are unqualified leads and by not being able to find the content resources they need.

But those are two of the best reasons that sales should be excited about an account-based strategy.

ABM starts with selecting target accounts, which is very much like qualifying leads at the beginning. There is almost no chance for an unqualified lead to land on a sales rep’s proverbial desk because sales and marketing have selected target accounts together from the very beginning. How would the sales team like to only talk to highly qualified, ready-to-buy leads?

After selecting target accounts, account-based marketing hinges on strategic, personalized content that marketing develops for specific personas, accounts, and even—sometimes—individuals. How would the sales team like to be able to deliver a case study in the same industry as a prospect, or a report generated especially for his/her company?

It might force sales out of their comfort zones at the beginning, and it might be a little longer before they start seeing new ABM-generated leads, but most sales reps won’t turn down a much greater percentage of qualified leads, at much bigger accounts, and the content they need to close the deals.

2. ABM Needs Sales’ Input

Everyone wants to be needed, right? Even though it’s called, “account-based marketing,” ABM involves more than just the marketing department. Alignment between sales and marketing is both a prerequisite for and a product of an effective ABM strategy.

Consider the five basic steps of account-based marketing. Almost all depend on input and insights from experienced sales reps:

  1. Identify Target Accounts—Sales knows who the big dogs are and probably already has a short list of dream accounts they would love to close.
  2. Develop Personas—Sales reps know who clients actually are, and can lend all kinds of detailed insights into the development of really robust personas.
  3. Find the Right Content—Marketing will take over a little bit here, but this exercise is based on the previous two steps.
  4. Integrate ABM into Your Multi-Channel Strategy—Marketing and sales will both execute this step in different ways and on different channels, but, again, the content and the strategy are built on the insights developed in the first two steps.
  5. Measure and Optimize—In an ABM model, sales gets to help define the KPIs as well. Broad-based marketing looks at a set of metrics that aren’t all, necessarily, the right fit for ABM and/or don’t help sales. As part of an ABM team, sales reps help marketers identify the metrics that will help optimize an account-based strategy.

Account-based marketing is not a new marketing trick that sales needs to deal with or help implement. It’s the natural evolution of marketing, sales, customer service, etc., but doesn’t work unless the whole organization grows together—and there is plenty of incentive for sales to be on-board.

How Does Alignment Work?

With a broad-based marketing strategy, the marketing team attracts leads through avenues such as advertising, email, and social media. Leads come in, and then sales takes over to work to convert them. With ABM, sales and marketing work together throughout the process, but that alignment has to be strategically planned—at least for a little while. Two teams who have worked in separate silos for generations won’t suddenly start playing as one team just because an executive tells them to be aligned. Even the most well-intentioned team members need to break a lot of old habits.

So once both teams are on-board, look at those five steps again, and plan how alignment needs to happen at each one.

  1. Identify Target Accounts—This should only be done with the whole ABM team at the table. Sales and marketing can bring their own initial lists to the meeting, but everyone should leave with the same short list. Look for overlaps between the two lists first. Then, agree on a system of lead scoring, and score the remaining potential target accounts to see which are more likely to close.
  2. Develop Personas—Even if sales and marketing have been poorly aligned until now, they’ve still been working on targeting and converting the same set of prospects. Developing personas together isn’t as much about overlap as it is about details. Marketing’s personas will identify companies, titles/positions, business priorities, etc. Sales’ insights will add FAQs, pain points that only come out in conversation, and favorite sports teams. All of it is important for ABM.
  3. Find the Right Content—If personas change drastically in step two, there might need to be an intermission in ABM meetings while the marketing team retools some existing content pieces. If not, or if your marketers have unusually thick skins, start reviewing core content pieces together. Begin with the ones most commonly clicked or used by sales, and make sure each piece aligns with a persona and a particular stage in the buyer’s journey. Marketing with have data that demonstrates which pieces have the best digital responses; sales will know which ones work best with real people when it’s time to close an account.
  4. Integrate ABM into Your Multi-Channel Strategy—Sales and marketing both participate here, on different channels. Marketing will probably have the bigger piece of this pie—pushing out content on the website, social channels, email, etc. Sales, however, will still be integrating content into personal emails, phone calls, and meetings. Keeping this organized so that no target account receives the same content twice, or irrelevant content for their stage requires a sophisticated marketing automation platform and CRM.
  5. Measure and Optimize—It might be up to marketing to prepare this data, but it should be shared and reviewed with the entire ABM team on a regular basis. Marketing’s engagement metrics and sales’ pipeline metrics both crossover to ABM. Account-based strategies will also need to monitor and measure new contacts identified and mapped to accounts, and new leads engaged.

What’s happening here is that both sales and marketing have a stake in every step, but it has to be intentional. That alignment makes for a stronger strategy that, combined with a focus on targeted accounts, can make a big difference in conversions.

Bottom Line

ABM has proven its effectiveness for a growing number of businesses, but it can only be truly successful if both marketing and sales buy-in. This can seem like a hard sell for sales teams that are set in their ways and feel that what they’re already doing works. You need to drive home that a shift to ABM can work better. Ultimately, you are working toward a marketing sales partnership, but alignment is essential to reach partnership.

Your first step? Sell your internal customer first–the sales team. Write a pitch they can’t resist and present it with confidence. When they see the real potential of ABM, they’ll get on board without hesitation.

The post The Key to Successful ABM: Marketing and Sales Alignment appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.

Marketo Marketing Blog

These Xbox Christmas ornaments are adorable, if you can get your hands on one


Gee, this year has flown by.

With Christmas mere weeks away, there’s a whole suite of holiday products ready to be thrust at you. Fortunately, Microsoft’s Xbox Christmas ornaments are rather quite adorable — although getting your hands on them is a rather strange process.

SEE ALSO: Here’s the Xbox One stacked against the Xbox One X

These mini versions of an Xbox One S controller and console are designed to brighten up your Christmas tree with a bit of gaming-related cheer this season. 

Unfortunately for those who already have the latest Xbox, you’ll only be able to get one if you buy a console from the flagship Microsoft Store in New York or Sydney, Australia from Nov. 23. Boo, hiss — unless you needed a new console. In that case, good for you. Read more…

More about Gaming, Australia, Christmas, Xbox One, and Christmas Tree

Think big for Small Business Saturday

Small Business Saturday falls on the Saturday after Thanksgiving, and it’s the perfect hook for your small business marketing efforts. Here’s everything you need to know about it, and how your business can participate.

What is Small Business Saturday?

American Express launched the first Small Business Saturday in 2010 to create buzz and demand for local businesses, and to recognize the benefits they bring to their communities. National retailers may own Black Friday, and the online giants may claim Cyber Monday; but in only a few years, Small Business Saturday has become a beloved, wildly successful retail tradition in its own right. It’s been fully embraced by the Small Business Administration, the federal government and elected officials in every state. This year, Small Business Saturday falls on November 25.

Why should you participate?

For a tradition less than a decade old, Small Business Saturday has been an enormous success for local restaurants and businesses. In 2015, more than 95 million customers took advantage of the day, to the tune of $ 16.2 billion spent at local businesses in their communities — an increase of 8 percent over the previous year. In 2016, the numbers were even greater: 112 million customers reported shopping and dining at small businesses on Small Business Saturday, marking a 13 percent increase over 2015. Spending dipped slightly to a “mere” $ 15.4 billion, but an astonishing 72 percent of consumers indicated they were familiar with the day itself. With ever-increasing awareness and small business participation, Small Business Saturday 2017 promises to exceed all expectations.

How do you get started with Small Business Saturday?

Getting involved in Small Business Saturday isn’t difficult. The first step is deciding how your business will recognize the day. That is, what will entice your audience to spend time (and money) with you?

Here are a just a few ideas for Small Business Saturday events and promotions:

  • Specially priced merchandise, appetizers, drinks or desserts
  • A coupon or discount for every customer
  • Free refreshments for store visitors
  • Matched donations to a local charity
  • A free gift with certain purchases
  • A contest or raffle
  • A limited-time-only item or entree
  • A sidewalk sale (weather permitting)
  • Personalized shopping service
  • Free shipping or gift wrapping
  • Extended hours

Even if your business doesn’t hold a special event or promotion, you can still remind your customers via email and social media to “Shop Small” and “Dine Small” on November 25. To make doing so even easier, American Express provides free Small Business Saturday logos and graphics. You can also opt to be a Small Business Champion for your community; here’s more information on what that entails.

Shop Small badge for small business saturday Shop small badge in a heart, for small business saturday

How should you market Small Business Saturday?

Email is our favorite method, of course! Not to mention it’s one of the most effective ways to get your customers’ attention, even when they’re on the go.

Follow these steps to create buzz for your own Small Business Saturday festivities:

  1. Send your first Small Business Saturday email about two weeks ahead of time. Friendly and informative emails work best. This is your initial opportunity to let your audience know that you’re celebrating Small Business Saturday, and to create awareness for those customers who aren’t familiar with it.
  2. Send a reminder email in the early part of Thanksgiving week. Travel, cooking and family time create a blur of activity this week, so plan to send the reminder before Tuesday at the latest.
  3. Send a second reminder on Black Friday, or even very early on Small Business Saturday itself. This is particularly important if your business isn’t typically open on Saturdays.
  4. Thank your customers after the fact! Send one last email to everyone who helped make Small Business Saturday a success. If you raised money for a charity, this is the perfect time to let your contributors know how much money was raised. Thank you emails are a personalized touch that connects with your customers and keeps them coming back — the kind of benefit only a small business can provide.

Join Us and #shopsmall banner ad

Small Business Saturday email inspiration

Here are some subject lines you can personalize for your own Small Business Saturday campaigns:

  • Think big, shop small!
  • Kids eat free on Small Business Saturday
  • Caring for our community on Small Business Saturday
  • We’re open late on Small Business Saturday
  • Beat the Black Friday hangover by shopping small on Saturday!
  • Save Big on Small Biz Sat
  • Thank you for helping make a difference in our community

Here are some email examples we created for Small Business Saturday inspiration in 2016. Let them motivate you…or encourage you to do even better. (Just don’t forget that this year, Small Business Saturday falls on November 25, not the 26th!)

Discounts for shopping small email ad


Free Fashion Consult for shopping small business saturday


Thank you email with a coupon for small business saturday

Let’s not forget social media

While you’re sending your Small Business Saturday emails, remember to post regularly about the day across all your social accounts. Use hashtags such as #ShopSmall, #DineSmall, #SmallBusinessSaturday and #SmallBizSat to make your posts searchable.

With just a little bit of planning, it’s easy to take advantage of the publicity and excitement surrounding Small Business Saturday.

Join 140,000 small business owners

Get expert tips and email inspiration biweekly. Subscribe today and download our FREE Guide to Email List Management eBook.


Editor’s note: This post was originally published in October 2016. It has been revised and updated for accuracy and relevance.

© 2017, John Habib. All rights reserved.

The post Think big for Small Business Saturday appeared first on Vertical Response Blog.

Vertical Response Blog

Video: 10 CRO Truth Bombs That Will Change the Way You Think

A few months ago we did a webinar with Larry Kim, founder of WordStream and legendary unicorn marketer. Larry has managed billions in ad spend, improving conversions on everything you can think of – from pay-per-click ads to paid subscriptions. I think it’s safe to say, that no one else on this planet has more experience in the “conversion trenches” than Larry. With that said, it’s probably in your best interest to watch this webinar video. You might learn something! 🙂

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How Blending Can Boost Your Business

Until 1991, being lost in a multilevel mall parking garage might have struck you as more frustrating than funny. But Seinfeld took that universal and unpleasant experience and made us laugh about it. Everyone has searched unsuccessfully for his or her car; everyone has had to smile while complimenting an ugly baby. Seinfeld simply showed viewers that these mundane moments could be (and are) profoundly hilarious.

Like many comedians, Jerry Seinfeld tapped into our stored knowledge, fused our differentiated experiences, and helped us realize that funny aha! moment that is widely understood. Although his show professed to be about nothing, it actually pushed viewers to envision themselves and their own lives through its four loopy characters.

By weaving such concrete observations about the world into surreal, witty plots, the show became a master at blending. Marketers can learn a lot about blending from Seinfeld, especially when it comes to navigating a modern marketplace that is as dynamic as it is diverse.

In this blog, I’ll cover why blended experiences benefit both the customer and the marketer, as well as three steps to introduce blended experiences into your marketing plan. 

Why We Want Blended Experiences

Blending is taking two products, services, or experiences and merging them into a new creation. Just like in comedy, much of business is uncovering and realizing insights that consumers haven’t been able to formally articulate or combine yet. And blending uses those ideas to render an innovation that gives brands a competitive edge.

As an adjunct professor, I’ve noticed that my students are increasingly attracted to blended products and experiences. They have smartphone apps to open their garage doors, and they buy food marketed as sustainable or shoes that double as a donation. Even personal experiences—having parents from different cultures, experiencing different cuisines—show how blending is influencing consumer behavior.

Marketers can take advantage of this trend by looking for blending opportunities in their brands’ outreach. Part of consumers’ readiness for blending derives from how global the world has become, especially given the rise of technology. Free apps like Skype, WhatsApp, and Viber make it possible to communicate worldwide in real time, and social media and other sharing sites expose people to events in literally every corner of the globe.

People young and old are no longer thinking or operating in silos, set categories, or boxes. So neither should your marketing.

How to Start Blending

Successful blending hinges on insight into what consumers are looking for and the prevailing technological and cultural trends that could make a blended product, service, or experience desirable. Once marketers have these insights, they can strategically decide how to evolve their brands.

Here are three tips to make blending work for your brand:

Look Before You Leap

Just as Seinfeld’s incisive observations and formulations made the show such a hit, businesses wanting to blend must meticulously study their target markets.

Smashing two concepts together doesn’t automatically make a successful blend and could actually render something your consumers hate. For instance, Frito-Lay created a Cheetos lip balm. Even though there might be a spot on a Venn diagram where lovers of Cheetos and haters of chapped lips cross, an intricate look at the market could’ve predicted that these were products best left apart.

Measuring reactions to a potential innovation before building a concept through efforts like focus groups is essential to successful blending.

Don’t Imitate; Do Understand

We know that consumers are open to blending, but a great way to hone the scope of innovation is to see what other blended products your consumers love. Then, start your development there.

Tesla, for example, set a new standard for the automobile by merging technology with sustainability. Moreover, it created a car that has transformed how consumers think about transportation. If your consumer base aligns with the Tesla market, consider ways you could blend your own technology with environmental-friendliness.

That said, buy-in is easier to achieve these days given consumers’ willingness for blending, which should embolden you to take chances on insight-driven innovations.

Blend What You Know

Blending-based innovations can take your brand to a new level. But new product development is always riskier than revising an existing product, and you may find that your new products, services, or experiences have more footing in the marketplace when those innovations involve uniting concepts your consumers already value.

When Taco Bell and Frito-Lay got together in 2012 to create the Doritos Locos Taco, they sold 100 million units in the first 10 weeks, according to Fast Company. Once the first Doritos Locos Taco was a hit, the companies felt more freedom to variate the theme, creating Cool Ranch Doritos Locos Tacos and Flamas Doritos Locos Tacos. Still, and although a Doritos-based taco shell is novel, the product’s initial success was founded on blending two known and widely popular commodities.

While Seinfeld didn’t discover that low talkers can be painful to endure or that double-dipping chips is gross, it reframed those singularities into global experiences that audiences worldwide find funny. Blended products, services, and experiences help us see the world in a new light and find the familiar in something new. But only when these blends rely on insights into the micro- and macro-level trends driving purchasing behaviors and decisions and consumer conversations do they drive a brand’s success.

What successes have you had with blending? What potential do you see in creating a blended product or experience for your customers? Tell me about what you’re envisioning in the comments.

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Marketo Marketing Blog

The Most Powerful Writing Voice for 21st-Century Content

In the beginning was authority. From the earliest days of advertising, authority was one of the first strategies used to persuade the masses. Then, a lot of us started using this internet thing to talk to one another. There was some speculation that authority was becoming an outdated concept. But it’s funny how these things
Read More…

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Infographic: How to Create Content That Drives a Lot of Organic Traffic

Wouldn’t it be nice to publish something on your website that will bring in visitors for years to come? Just one blog post or video (or infographic)? It certainly would be. That’s why you need to always ask yourself: What content can I create that people will link to from their website? Is the answer to getting tons of organic traffic really that simple? Basically, yes. However, it’s easy to jump into a content project without asking this question and spending a week on it, only to find out it’s a dud in terms of SEO. A lot of us…

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What Science Can Teach Us About How to Create Viral Content

Think about the last thing you shared on the internet. Maybe it was an insightful video on the political turmoil in a faraway country, or maybe it was a funny picture of a cat wearing a bow tie. Either way, you saw it, had an emotional reaction to it, and decided to share it with others. But in the process of sharing the latest video, picture, or article to your social media feeds, did you ever stop to think about why you shared it? What was your emotional response to the content? And what was it about that response that…

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