How to Craft a Brand Manifesto [Guide + Examples]

In Simon Sinek’s famous Ted Talk “How great leaders inspire action”, he fleshes out a concept that some of the most inspiring leaders and organizations — specifically Apple, Martin Luther King Jr., and the Wright Brothers — leveraged to build loyal followings. It’s called Start With Why. Start With Why suggests that if your brand truly wants to inspire an audience to follow you, your core message should focus on your organization’s purpose — not how you make your product or what your product is. Spotlighting why people should care about your organization is how Apple, Martin Luther King Jr., and the Wright Brothers ultimately built a body of support for their causes, even though they all faced fierce competitors. Simon Sinek’s notion that people buy the “why” behind your organization, not the “what” or “how”, isn’t some idealistic trend catching fire in the business world today. It’s actually rooted in human biology. To explain further, the most primal part of the brain is called the limbic system, and it controls all decision making. It also happens to control all of our emotions and feelings. So, resonating with your audience will also appeal to the part of the brain that’s responsible for action. In other words, if you can evoke emotion, you can drive behavior. If you can’t do the former, though, you’ll struggle to build a loyal following, let alone sell them anything. But how do you discover the “why” behind your organization? How do you actually connect with an audience and inspire them to follow you? One of the best places to start is by writing a brand...

How to Find your Dream Job in 2019

I remember sitting in one of my career classes in college listening to my professor tell the class how long it can take to find a job. “Sometimes you’re completely qualified for the positions in which you’re applying for, yet it can take several months to find the right position,” he said. My professor wasn’t kidding. I started applying for my first job six months prior to graduation, and it took me all six months to find one I was excited about accepting. Then, when I began the search for my second job, it took me closer to nine months from the moment I decided it was time to start searching for new roles to the call I received with the job offer I accepted. Long story short — searching for a new job isn’t always an easy process. It has the potential to become stressful, time-consuming, and frustrating. But no fear! We’ve created this guide to help you through the process and make it a bit less intimidating. We’ll review the first 10 things you should do when you begin your search, where you can find job listings of interest, how to prepare for an interview, and the ways in which you can accept a job offer. Let’s dive right in. Depending on your specific situation, you may not need to walk through each of the following steps. This list is here to simply guide you through the beginning stages of your job hunt, so feel free to modify it as needed. 1. Consider your personality. Your personality tells you a lot about yourself — what you enjoy...

How We Grew Our Organic Reach 185% on Facebook

In 2018, Facebook enacted some algorithm changes that negatively impacted a brand’s ability to reach its audience organically. HubSpot’s Latin America & Iberia Marketing team were no exception to this. Despite having half a million Spanish-speaking fans on our Facebook page, we realized we were barely able to reach one percent of them — which is pretty shocking, if you think about it. That meant, despite years of work building up our Facebook audience on the platform, that we weren’t even able to communicate with our fans when we had something interesting to say. Unless, of course, we paid. But, from our perspective, paying to talk to people who already know about HubSpot, and presumably already like us, didn’t sound the right thing to do. It also didn’t seem to align with our goal of creating sustainable, genuine connections with our audience. After months of suffering a down-trend on our Facebook numbers, and finding out about an increasing number of Facebook updates, we reached a turning point when we realized we needed to change our social strategy — and, more fundamentally, the way we thought about Facebook. Here, we’re going to explain the six fundamental changes we made to our Spanish-speaking Facebook strategy to increase our organic reach over two and a half times. How To Increase Organic Reach Despite Facebook’s Algorithm Changes 1. Think of Facebook as a publishing platform. Traffic was one of the main metrics we used to measure our Facebook performance in the past. As many brands do, we saw Facebook as a portal to our website — a channel to obtain traffic. In fact,...

How to Run LinkedIn Ad Campaigns: A Beginner’s Guide

LinkedIn is a highly valuable tool to network with like-minded professionals. But here’s something we don’t talk about as much as we should: LinkedIn is also a highly useful inbound marketing platform. It might seem a little bit intimidating. You have enough on your plate … do you really need to figure out another way to create targeted content? Actually, yes. You have more power at your disposal with LinkedIn than you might realize. That’s because LinkedIn has a powerful ads platform. If you’re already using pay-per-click (PPC) techniques to power your presence on Facebook, Twitter, or Google, consider yourself lucky — you can add LinkedIn to that list, too. Download our free two-week planner on running LinkedIn Sponsored Content campaigns. But if you’re new to LinkedIn ads, fear not — we’ve put together a step-by-step guide to setting up your first LinkedIn ad campaign. Bookmark this post and refer to it when you’re ready to get started. How LinkedIn Ad Campaigns Work Advertising on LinkedIn is a two-step process: first, setting up your LinkedIn campaign and then, creating your ad(s). In this section, we walk through how to set up a campaign and build your ad(s) — plus some best practices and tips for each. Step One: Setting Up Your Campaign Your LinkedIn advertising campaigns will live on a platform separate from the LinkedIn you see every day — the LinkedIn Marketing Solutions platform. Visit this page to get started with your campaign, and select “Create Ad.” From there, you’ll be prompted to create a LinkedIn Campaign Manager account (if you haven’t yet). Make sure you enter your...