Guide to Marketing Certifications

There are hundreds, if not thousands, of certifications for marketing professionals. We compiled this guide of reputable marketing certifications to make it easier for you to boost your skills and advance your career.

Certifications from accredited universities

Marketing certifications are in high demand, and many accredited universities and colleges are responding to that demand by offering certifications. Some university certifications are intended for seasoned marketing professionals, while others are meant to act as a steppingstone for people changing careers or recent college graduates entering the workforce.

Ivy League schools like Cornell (eCornell) and Harvard (Extension School) offer comprehensive continuing education programs that allow students to earn certificates in areas like marketing strategy and marketing management. Cornell’s six-class program takes three months to complete and costs $3,600. The program is sold as “MBA-level strategic marketing training” and is geared toward professionals looking to level up. Harvard’s program includes four graduate credit classes (which can be applied to a degree), takes on average 1.5 years to complete and costs on average $10,800.

Other colleges with reputable marketing certifications include Duke University, MIT, Baruch College, the University of Illinois, UC Berkeley, the University of Notre Dame, Georgetown University, the University of Georgia, Oregon …

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How to create a brilliant internal newsletter

A happy employee is a productive employee, as the adage goes. To take it a step further, an informed employee is a happy employee.

Enter the internal newsletter. While often underutilized or even outright ignored, an internal newsletter is actually a useful tool for boosting productivity and morale in the workplace. When developed with care, an effective company newsletter can:

  • Keep your employees informed and up-to-date on what’s happening at your business
  • Break down barriers between employees, especially at companies large enough to have multiple teams or departments
  • Reduce inbox congestion by succinctly covering what would normally require multiple emails among your staff
  • Give employees consistent and brand-appropriate talking points that they can share with their families and social circles, helping generate positive word-of-mouth for your business

That’s a lot riding on one internal publication that may be generated infrequently. Here’s how to do it right – and what to avoid:

DO focus on your audience

This may seem simple. Your audience is your employees, right? But consider what’s important to them, what they want to know about and what will help them make better use of their limited time. This guides the content you include in the newsletter. What …

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How to Turn Your Website Into a Lead-Generation Machine

B2B businesses are always looking for leads. If we aren’t working on lead generation, then therearen’t any customers coming through the funnel. And that’s certainly not good for business.

I’ma big proponent of the inbound philosophy. This entails creating a system that drives potential customers to you. In theory, this sounds nice.In reality, it’s extremely difficult without the knowledge and resources available.

Nonetheless, there are three major components of turning your website into a lead-collecting asset:

  1. Generating as much relevant traffic as possible. There are a lot of strategies for driving traffic, I won’t bother covering them in depth for this article. (Blogging, social media, advertising, SEO, etc.)

  2. Building assets that attract leads. These aren’t simply just stellar pieces of content (although they can be). What is most important is that they have a high perceived value to your target audience.

  3. Creating systems that collect information and automate the process. This means anything from website pop-ups to CRMs. You have to sleep eight hours a day, your website doesn’t. Why not take advantage of the technology?

Creating high-quality lead assets

I’ve read a lot of ebooks, downloadable PDFs and case studies. As a result, I’ve given my email to a …

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Valuing Your Marketing Services: 3 Pricing Models That Work

Marketing is one of the most important parts of any business, and it takes a lot of work to get it right. That’s where your marketing agency comes in. Depending on the focus of your agency, you could be doing comprehensive marketing services or specific tasks like market research, creating a new ad campaign, establishing a brand, making new graphics or anything else related to marketing.

As with any creative field, marketing agencies have to face the difficult question of how to price their services. Specific prices will depend on factors like your area, the years you’ve been in business, your area of expertise, the number of employees at your agency and the current market value of your services. For an idea of the current prices in the market, look at the results of this independent study on agency pricing in the U.S., U.K. and worldwide, or read through this 2017 marketing cost guide from Jason Falls.

As an agency, there are pricing model options you can choose from: an hourly model, project-based model or value-based model. Each has its own pros and cons, and the right one for you will depend on several different factors. Here’s how to …

Read more

How to Turn Your Website Into a Lead-Generation Machine

B2B businesses are always looking for leads. If we aren’t working on lead generation, then therearen’t any customers coming through the funnel. And that’s certainly not good for business.

I’ma big proponent of the inbound philosophy. This entails creating a system that drives potential customers to you. In theory, this sounds nice.In reality, it’s extremely difficult without the knowledge and resources available.

Nonetheless, there are three major components of turning your website into a lead-collecting asset:

  1. Generating as much relevant traffic as possible. There are a lot of strategies for driving traffic, I won’t bother covering them in depth for this article. (Blogging, social media, advertising, SEO, etc.)

  2. Building assets that attract leads. These aren’t simply just stellar pieces of content (although they can be). What is most important is that they have a high perceived value to your target audience.

  3. Creating systems that collect information and automate the process. This means anything from website pop-ups to CRMs. You have to sleep eight hours a day, your website doesn’t. Why not take advantage of the technology?

Creating high-quality lead assets

I’ve read a lot of ebooks, downloadable PDFs and case studies. As a result, I’ve given my email to a …

Read more

4 ways to use social media to increase your email list

Anyone who’s done customer outreach via email marketing understands that the bigger your subscriber list, the more people you can reach with any given email campaign. That means more leads and sales. An additional benefit of a large readership: the ability to segment those readers into groups based on demographics, buying habits and other factors. Targeting your readers with messages they want also increases your leads and sales.

In other words, increasing your email list is all upside. Yet many business owners don’t utilize all the tools at their disposal. One of the most powerful ways to grow your email list is with social media. Here are four ways to put your social media accounts to work:

1. Use a Facebook sign-up button

A business page on Facebook is essential in today’s digital landscape. Assuming your business already has a Facebook page, you can add a call to action button to your business page, and set it to collect sign-ups. When you create the button, point it to a page on your website where the visitor inputs his or her contact information. A VerticalResponse Landing Pageor plugin makes this information especially easy to collect. If you don’t already …

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Email anti-spam laws around the world

To combat spam emails, many countries including the United States and Canada have enacted anti-spam legislation. Email marketers must be careful not to run afoul of these laws. In many cases, marketers are also subject to the anti-spam laws of the countries where their recipients reside, even if they don’t live or do business there.

While the laws vary from country to country, many of the crucial elements are very similar across borders:

  • An email message’s From label needs to be the sender of the email
  • The subject line has to reflect what’s actually in the email
  • A way to unsubscribe must be included in the email
  • Subscribers to your list must have actively opted into the list, not been purchased

This infographic outlines some of the anti-spam laws around the world. You can find a longer list of anti-spam information and regulations below the graphic.

More information on various countries’ anti-spam legislation is listed below. And don’t forget it’s easy to see where your recipients are picking up your email messages by using VerticalResponse’s Advanced Reporting.

United States of America: CAN-SPAM Act

Argentina: Personal Data Protection Act

Australia: Spam Act 2003

Austria: Austrian Telecommunications

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Valuing Your Marketing Services: 3 Pricing Models That Work

Marketing is one of the most important parts of any business, and it takes a lot of work to get it right. That’s where your marketing agency comes in. Depending on the focus of your agency, you could be doing comprehensive marketing services or specific tasks like market research, creating a new ad campaign, establishing a brand, making new graphics or anything else related to marketing.

As with any creative field, marketing agencies have to face the difficult question of how to price their services. Specific prices will depend on factors like your area, the years you’ve been in business, your area of expertise, the number of employees at your agency and the current market value of your services. For an idea of the current prices in the market, look at the results of this independent study on agency pricing in the U.S., U.K. and worldwide, or read through this 2017 marketing cost guide from Jason Falls.

As an agency, there are pricing model options you can choose from: an hourly model, project-based model or value-based model. Each has its own pros and cons, and the right one for you will depend on several different factors. Here’s how to …

Read more

A Marketer’s Guide to IAB Certifications

The Interactive Advertising Bureau (IAB) is a think-tank organization that conducts studies and sets standards revolving around digital marketing and online advertising. The group consists of committees of industry experts and has a membership of more than 650 media and technology companies. It is widely considered a global authority on all things pertaining to online marketing and advertising.

In 2012, the organization introduced the IAB Professional Certification program. There are four different tracks that can earn professionals a certification: Digital Media Sales, Digital Ad Operations, Digital Data Solutions, and Digital Media Buying and Planning. The program is an exam-based credential that represents your knowledge in the field and can be proudly displayed on a resume. The IAB says it has received more than 8,500 applicants for certifications, the most popular being the Digital Media Sales certification for professionals who work in online advertising sales.

Why do I need an IAB certification?

The IAB Professional Certification was developed by digital media experts for the purposes of creating a standard credential that would help employers identify if prospective employees were knowledgeable enough in digital media and advertising.

With more media migrating to the internet, it’s no longer enough to have a college …

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Surveying your domain: Effective use of customer polls

Target Corp. recently earned a 43, while Walmart trailed at 37. Overstock got a 24, eBay Inc. snagged a 38 and Zappos topped them all at 57. Sadly, some businesses wind up with negative scores each year.

Those numbers are Net Promoter Scores (NPS). NPS are figures that measure customers’ willingness to recommend a company’s products or services to others. And while some results must be difficult for businesses to swallow, they ultimately provide invaluable bottom-line insight into how the business is perceived in the marketplace.

Surveys are an invaluable tool for studying consumers’ attitudes toward your business. The resultsprovide data that you can publish, promote, compare and use to further business strategies.

Perspective from one question

TheNet Promoterscoring systemnow used worldwidelimits its query to one customer question: On a scale of 1-10, how likely are you to recommend this brand to a friend or colleague? Scores are then compiled by subtracting the number of detractor respondents with scores of 0-6 from passive respondents (scores of 7-8) and promoter respondents (scores of 9-10). Generally speaking, scores higher than 30 are considered good, 50 is great and 70 is exceptional. Recent scores for major companies …

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