Marketing strategies can fall into two categories: long-term and short-term. Long-term marketing is where you build brand awareness over time to gain customer loyalty. Short-term marketing is where you focus on ads to quickly drive performance.
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Your goal should be to run your marketing organization with a test-driven framework that empowers long-term brand building *through* performance marketing itself.
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There comes a point in every growth journey where you have to make big bets and allocate large amounts of resources. The key issue then becomes doing so in a de-risked way. We created a super low-fi video for a pre-launch challenger startup. It incorporated elements that we had proven were resonating really well with the market, through really basic static design testing. Ultimately, the performance of this video beat out that of a $100,000 video.
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When we launch the test and we get the data back, we don’t look at it from a place of “OK, the data is X. What does this mean?” Instead, we’re able to evaluate the purpose of what we are looking at, and all the strategic associations we already know about it, and the first order principles behind it.
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From the growth theory point of view, your biggest concern as a marketing leader should not be that a certain campaign might not work, but that you’re not being experimental and bold enough. That’s what should be keeping you up at night.
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The ACED framework can help you decide what’s truly worth keeping in your creative marketing audit. It’s more than just whether it’s performing. It’s how it’s performing. At Ladder, we’ve been using this framework for quite some time, and it’s been a huge asset to our company.
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We see huge opportunities within Q4 for businesses that successfully adapt now, who will be uniquely positioned to have an edge against other brands that evolve at slower rates. The key here is to get ahead of the crowd before everyone else figures it out.
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If you win a card game without really knowing what you did, what good is that? By the same token, if you lose, you won’t really know why until you look at how you played the game and whether you made good or bad choices along the way.
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Just as chess is a game, so is marketing. But, it’s not a game that you go into without strategy. They both require risks, strategy, and practice to get right.
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A marketing team will always be stronger, more creative, and more efficient working collectively than they would alone. Understanding the power of the group and making sure that team members are working together is key to developing a system that will produce better strategies and maximize the best outcomes. Ladder has achieved this goal by creating and executing a system called the data-driven creative engine.
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How do you know if your Facebook ads are performing better than average or below average? Take a look at our growth benchmarks so you can find out for yourself.
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Your company spends a lot of time researching at the top of the funnel when creating ads. But, did you know you can repurpose content and research to save your marketing team time? Find out how!
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Have you let Facebook do your target audience testing for you? With app tracking transparency, it’s imperative you learn how to use audience testing to your advantage.
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What does the new App Tracking Transparency mean for your company and your marketing campaigns? Find out everything you need to know about ATT and how it affects you.
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Need new ways to market your business? Advertising on TikTok, Quora, and Snapchat may just be the future. Here’s how to create successful creative marketing campaigns.
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How did Ladder become one of the best marketing growth agencies? Find out how with the Ladder origin story, how we went from a tech company to a growth agency.
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Using your creative in your marketing strategy is the easiest way to grow. But, how do you actually do that? With adaptive growth. Adaptive growth helps you scale data-driven creative.
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A phenomenon is occurring across the marketing landscape, best described in a four-letter word: FOMO. This “fear of missing out” has sent many a marketer t…
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I know what you’re thinking: Building a customer base without pitch decks, an office, collateral, a website, etc. is impossible. But impossible isn’t a wor…
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Founders need more than just a little persistence. Their primary role involves resolving issues and putting out fires right and left, taking a breather, an…
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Are you chasing the golden goose, or are you on a wild goose chase? When you’re first starting out and trying to scale your company, it’s hard to know for …
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Author’s Note: This podcast andthe transcript were originally published by The Scott King Podcast on TheScottKing.com. Listen to the full episode belo...
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Demandbase is a software tool that offers comprehensive account-based marketing solutions to business to business companies. It allows for an increase...
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Do you want to stop wasting your money on aimless marketing campaigns that deliver uninspiring results? Marketers from a Rakuten Marketing study said ...
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In marketing, as in poker, the key is knowing when to hold ’em and when to fold ’em. Gambling on hunches when deciding which tactics and channels will...
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Just as the richest players in poker can still lose it all, even brands with the biggest marketing budgets can still lose millions on a bad play. Peps...
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There will always be a need for growth. The size and market value of your business don’t matter here, as there always will be a place to improve somet...
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43% of all the growth marketing tests we’ve ran at Ladder have succeeded. The market average for successful tests hovers between 10-15%. Even the expe...
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Ahrefs vs SEMrush. That’s not a sentence I thought I’d ever type a few years back. Traditionally, Ahrefs was all about the links, and when SEMrush fir...
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As software continues to eat the world and the amount of free content available continues to explode, you have more tools and resources than ever to h...
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Attracting top talent is hard. For small and boutique agencies, it’s even harder. What constitutes high-quality growth-marketing talent? There ar...
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Data-driven marketing is science applied to growing companies, and sales professionals who have discovered its value are performing incredible experim...
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Even with the boom of social media, where testing has become increasingly frictionless, creative testing has actually become more complex. The main is...
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Ever wonder why the failure rate of most inbound marketing experiments hovers around 97 percent? It’s because marketers rely on growth spikes from one...
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Every business has creatives. These gifted team members are extremely valuable to your end goals as a company. Like every member of a team, creatives ...
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Everybody loves trend buckers. It’s human nature to laud those we feel are visionaries. It can also be foolish. Take this oft-repeated Steve Jobs stat...
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If you’re spending money on ads, you can’t afford to waste money on creative that’s missing the mark: not delivering learnings or profits. When used c...
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Imagine trying to explain the value of the transistor radio to the general population back in 1954. How could manufacturers convince consumers that th...
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In the previous blog post, we learned about some of the problems and some best practices related to creative testing in social media. In this post, we...
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It’s clear that responsive ads are here to stay and optimizing their performance is an ongoing process of planning, testing, and iterating Below are b...
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Traditional business models are pretty straightforward. Each department is segmented and labeled based on their role within the organization. Product ...
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Whether you’ve just launched your small business, are piloting a new startup, or your company has been active for years, you probably spend a lot...
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While many people get their business experience around a conference table, I learned a few key lessons at the poker table that no class or meeting cou...
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