Tag Archives: tiktok

Written by Caroline Cox on Mar 11, 2022

TikTok has taken the social media world by storm. Find out how to advertise successfully on this mega-popular platform. 

Here, you’ll find:

  • What TikTok ads are
  • Why businesses should explore this social media app
  • Best practices for creating video ads on this platform
  • How trends should factor into your TikTok content

“It’s basically the most underrated ad platform right now.” “It reminds me of Facebook in the early 2010s – super low CPMs and a lot of growth potential.”

This is what our marketers are saying about TikTok — and they’re not wrong. In the last few years, the app has taken over not just the social media landscape, but it’s transformed the shopping industry as we know it.

A recent study found 84% of TikTok users say it’s a source for discovering or learning something new, and users are 1.5 times more likely to immediately buy something they discovered on the platform.

TikTok’s success lies in its highly sophisticated (and mysterious) algorithm. The more you use it, the better it becomes at understanding what kind of videos to serve you. The more you like or follow a certain type of content, the more of that type you’ll see.

The data is clear: brands who leverage TikTok successfully have a good chance of seeing increased sales and a positive return on ad spend (ROAS). 

Curious about whether TikTok advertising is right for your business? Scroll on.

1. Understand the TikTok ad platform

TikTok offers in-feed ads, which show up in the same place and in the same way as organic content. While these are the most popular and affordable ads, the platform also offers:

  • TopView ads, which appear as soon as someone opens the app
  • Branded Hashtag Challenge ads, which is where brands create and promote a unique hashtag
  • Branded effects, where users have the option to post a video using your branded video filter or effect 

Similar to Instagram, TikTok allows you to create special ads or to pay to promote organic content. As Shopify reports, “TikTok’s self-serve In-Feed ads allow you to set your own daily budget, starting at $5 per day.”

Here are the steps to getting started on TikTok as a brand:

  • Download the TikTok app and set up a business account
  • Click around to get familiar with the TikTok Ads Manager
  • When you’re ready to create an ad, choose your goal from 3 options
    • Awareness (reach)
    • Consideration (traffic, interaction, lead gen, etc.)
    • Conversions
  • Decide on your audience segment
  • Determine your budget and campaign length
  • Create your video ad content
  • Submit your ad for review
  • Monitor the results and iterate as necessary

Pro tip: Hootsuite has laid out tips to increase TikTok engagement along with an easy-to-use calculator to determine where yours currently stands.

person holding a smartphone with tiktok homepage pulled up

You want your videos to fit seamlessly into the viewer’s For You Page. (Image: Unsplash)

2. Identify your audience

If you think Gen Z is the only audience on TikTok, think again.

While this age range may be the majority, those 19 and under only make up one fourth of the platform’s millions of users. Spend enough time on the app, and you’re bound to see a range of demographics.

Once you’ve zoomed in on your audience, you can start following and interacting with their content. This will surface more of that content type, giving you a window into what’s resonating most with this audience segment.

This will prove immensely helpful when you’re creating content yourself.

Pro tip: Along with thinking about your audience, keep the funnel stage in mind. Is your goal more geared toward awareness, traffic, or conversions? This will also inform how you approach your brand’s videos.

3. Create & edit within the app

You want your videos to fit seamlessly into the viewer’s For You Page. (This is the main section of the app where people scroll through algorithm-selected videos to find new accounts to view, interact with, and follow.) One of the best ways to do that is by creating natively in TikTok.

Rather than struggling to repurpose content you’ve used on other platforms, it’s generally a best practice to create your videos directly in the app. This will also make it easier to edit and post the content when it’s ready.

Videos created elsewhere may render poorly or not fill the specs properly.

Pro tip: HubSpot reports that “the three best time frames to post on TikTok are 6-9 PM, 3-6 PM, and 12-3 PM, in that order.”

4. Start strong

The addictive nature of TikTok comes from the fact that you can endlessly scroll. But while the app recently announced they’ll be launching a 10-minute-long video option, don’t be mistaken: you’ve got 1-2 seconds to make an impact.

You need to hook your audience fast to keep them from scrolling on by. If you don’t? Your video will get deranked by the algorithm, effectively sealing your campaign’s fate. 

Through our team’s experience creating successful TikTok ads, we’ve seen that capitalizing off of existing app trends (more on that below) and using popular songs and audio clips are great ways to make those first seconds count.

Pro tip: TikTok began to roll out ads within its search results in March 2022. According to Search Engine Land, this could help brands attract more qualified traffic and get valuable keyword data in the process.

5. Play off of trends

This may be hard for marketers to hear, but it’s nearly impossible to predict TikTok trends. They come from out of nowhere (case in point: the Celine Dion challenge featuring her hit song from 1996) and fizzle out just as quickly.

But it’s also true that this is one of the best ways to get your ad seen by as many people as possible. When playing off TikTok trends, your best bet is to jump on the bandwagon when the trend is still pretty new — that means you haven’t seen tons of other brands play off the same trend.

Trying to capitalize on a trend that’s losing steam will likely result in viewers having a kind of “trend fatigue” that causes them to see or hear the trend and keep scrolling.

Video content creator dancing with friends in Venice Beach, Los Angeles

While it’s common for people to use almost all other popular social media apps without sound, TikTok is decidedly a “sound on” environment. (Image: Rawpixel)

Pro tip: There aren’t a ton of evergreen trends on the app. But one that’s proven to have some staying power is the #TikTokMadeMeBuyIt tag. If you’re an e-commerce brand in particular, this tag could be worth perusing for inspiration.

6. Focus on storytelling

Successful ads often have some sort of storytelling element to their content. Whether it’s a “day in the life” type post (those tend to perform well), someone speaking directly into the camera, or something more, keep storytelling top of mind.

When you look at high-performing ads in TikTok’s ad library, it’s clear that videos telling a story using real people and real-life settings (vs. overly stylized or graphic-heavy videos) are the ones that see success.

Pro tip: Don’t be afraid to break the proverbial fourth wall. Talking directly to the viewer, even asking them a question, has been shown to help people connect with what they’re watching.

7. Leverage audio

While it’s common for people to use almost all other popular social media apps without sound, TikTok is decidedly a “sound on” environment. 

Captions are helpful, especially for making your content as accessible as possible. But, as Social Media Today reports, “brands need to consider sound as a key part of their overall branding effort.” The app itself reports that 100% of TikTok auction ads feature sound.

In late 2021, TikTok launched an audio library with royalty-free music, citing a study that found “TikTok was the only platform where ads with audio generated significant lifts in both purchase intent and brand favorability.” 

Brands can use this library to explore hundreds of thousands of recordings and filter by preferences such as:

  • Region
  • Usable placements
  • Themes
  • Mood
  • Duration
  • Genre

8. Test with organic content

If you’re new to the platform, want to see if it’s right for you, or have a limited budget, you can start off by publishing organic, free TikTok videos.

This way, you can test a few different strategies out and see what resonates. From there, you can use ad options to amplify your content. This is also a great way to grow your presence and following. 

Basically, aim to create good TikToks, not ads. 

Pro tip: Don’t be afraid to have fun and try new things with your organic videos. A great example: The language learning site and app Duolingo gained a ton of visibility (over 62 million likes and counting) for posting funny, ridiculous videos that played on trends and featured a person donning the company’s mascot owl costume.

9. Keep your messaging direct

From your caption to your calls to action (CTAs), less is more. As with most marketing copy, you want to be direct, concise, and appealing right out of the gate.

Plus, if you’re going for a goal other than brand awareness, you’ve got to have a strong enough message that’ll inspire viewers to navigate away from the app. If you’ve used the app, you know that’s no easy feat. 

Pro tip: When creating TikTok ads, Search Engine Journal recommends best practices such as balancing promotion with entertainment, using partnerships to boost awareness, using a 9:16 video format, and having captions.

smartphone on table with tiktok account pulled up

You’ll likely continue to see more brands joining in and creating TikTok content. (Image: Unsplash)

10. Keep iterating

As mentioned above when it comes to TikTok trends, it’s nearly impossible to predict what videos will hit their stride on the app. Because of that, rather than throwing in the towel on a campaign that’s not getting views, it’s best to keep iterating.

Changing up the first few seconds, speeding up the video, or changing out the music could be just the tweak a video needs to start performing well. So if you have a good feeling about what you’ve created, keep fine-tuning it to see if performance improves as a result.

Pro tip: Creating TikTok-specific landing pages can help you track how many people are coming to your site from the app, since tracking is currently limited on the platform.

The takeaway

When compared to other popular social platforms, TikTok’s current growth just can’t be beat. That’s why you’ll likely continue to see more brands joining in and creating TikTok content.

If you want to reach your audience in a new, direct way, create fun organic content that shows off your brand’s personality, or simply keep up with the competition, TikTok is where you want to be.

Caroline Cox

Caroline Cox

Caroline is HawkSEM's content marketing manager. She uses her more than 10 years of professional writing and editing experience to create SEO-friendly articles, educational thought leadership pieces, and savvy social media content to help market leaders create successful digital marketing strategies. She's a fan of seltzer water, print magazines, and huskies.

Questions or comments? Join the conversation here!

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Written by Caroline Cox on Jan 6, 2022

Feel like no one gets you the way your targeted Instagram ads do? You’re not alone.

Here, you’ll find:

  • How social media marketing can benefit your brand 
  • Tips to determine which platform is right for you
  • Missteps to avoid with paid social campaigns
  • Ways to make your social media content stand out

When it comes to digital marketing, few avenues are as adaptable and ever-changing as paid social

Particularly for younger audiences, taking advantage of social media marketing campaigns can bring brands big success by seamlessly fitting into the feeds people are already scrolling day in and day out. 

Whether your audience prefers the professionalism of LinkedIn or the fun, colorful features on Instagram, you can take your paid social campaigns to the next level in 2022 with these tactical tips and tricks. 

businesspeople using their smartphones

Make sure you’ve got your tracking pixels properly set up and firing, and the right codes embedded in the right places. (Image via Unsplash)

1. Ensure you’re tracking everything properly

Setting up proper tracking is one of the most important steps you can take when creating paid social campaigns (or any marketing campaigns, really).

Having proper tracking in place from the beginning ensures that you’ll have all the metrics you need at your disposal to analyze, report on, and use to improve your current strategies.

For starters, you want to make sure you’ve got your tracking pixels properly set up and firing, and the right codes embedded in the right places. From there, make sure to test your tracking so you know everything is operating as it should. 

When you’re setting up tracking, you also want to determine the most valuable metrics or KPIs for each campaign. Decide which data will be most valuable for your goals, whether that’s lead gen, brand awareness, conversions, or something else.

2. Have a plan for consistent testing

Sure, you know testing is a key part of creating the most effective campaigns. 

But planning for how often you’ll test (and conduct paid social audits) can keep this task from falling to the bottom of that ever-growing to-do list.

You may be able to find new copy, new imagery, or even a slightly different price point that could improve your campaign performance and get you a higher ROI.

Add a recurring note in your calendar or project management app to revisit your social media marketing metrics and see where you can make tweaks or improvements.

Pro tip: It can be tempting to eliminate a failed paid social idea without much thought. But before you start over, see if there’s a way to tweak the campaign or ad, like swapping out the image or call to action (CTA). A small fix may be key to turning a mediocre campaign into a successful one.

3. Don’t let personal bias get in your way

I know what you’re thinking: biased? Me? Never! But hear me out. 

It’s easy to fall into the trap of being so familiar with your product or service that you forget that those seeing your paid social campaign might not be. 

When you use too much jargon or assume users have a certain level of knowledge, you risk alienating your audience.

Keep both new and returning leads in mind. When creating paid social content, ask yourself:

  • Is the creative enticing enough to get clicks, even if they’ve never seen the product before, or would someone have to already be somewhat familiar with it?
  • Would someone unfamiliar with your product understand what it is or does from your ad copy? 
  • Does it discuss the benefits in enough detail? 
  • Is it persuasive enough to inform and convert the clueless non-believer, or are just preaching to the choir?

Got the resources to dig deeper? Get some uninitiated target audience members to go over your campaign and provide feedback. Ask about the wording, their understanding of terms, the level of interest the creative generated, and anything else you (or they) can think of. 

Alternatively, your target audience can surprise you. You may think the ideal audience for a new cookbook is middle-aged women, but you could be missing out on a whole segment of young college students who want to learn to cook as well. 

It’s all about being open-minded. Test and iterate to see what works best. Let data drive your decision-making, not your personal opinion.

person taking a photo of food for social media marketing purposes

For the best results, you want to use the platform where the majority of your customers are. (Image via Unsplash)

4. Consider your audience when choosing platforms

Ads can appear on multiple platforms, from Twitter, Reddit, and Facebook to Instagram, LinkedIn, Snapchat, and even TikTok. (Yes, TikTok advertising was huge in 2021 and will continue an important marketing channel.) 

When you’re determining which platform would work best for your paid social ad, consider your audience.

Some people default to opting for the platform they’re most familiar with. For the best results, however, you want to go to where the majority of your customers are. 

You can find this info through your own research, discussions with customers, and market surveys. And if you find the platform you chose isn’t working, test out a new one and see how it stacks up.

Pro tip: Don’t neglect social selling. Social media-based e-commerce has grown in popularity over the last few years, with more and more platforms adding features to make it a seamless process for consumers.

5. Set a high bar for your content

Millions of content pieces are posted online every day. WordPress users alone produce more than 70 million new blog posts each month. 

With so much out there, what you publish needs to be interesting, engaging, and eye-catching to compete.

With younger generations sporting short attention spans, it’s more important than ever to create paid social posts that:

Pay attention to the ads that catch your eye on social — what messages do they include? What’s the CTA? What visual elements do they have? This insight can help inform how you approach your own paid social.

Pro tip: Haven’t leveraged an industry influencer yet? Influencer marketing is a nearly $10 billion business, so now is a great time to explore if it’s right for your company.

6. Prioritize CTAs

Let’s circle back to testing. 

One area that can make or break a paid social campaign is your CTA. Many businesses will focus too much on the ad and not enough on what action they want the viewer to take next. 

When you’re creating paid social campaigns, spend time making sure your CTA is strong and drives the viewer to make the decision you want. For best results, A/B test a few and see which ones your viewers respond to.

Instagram lets you choose from several CTAs, such as:

  • Book Now
  • Contact Us
  • Download
  • Learn More
  • Shop Now
  • Sign Up
  • Watch More
  • Donate More (coming soon)
  • Shop Now
  • Watch Video

Looking for more ways to amp up your social media marketing plans in 2022? Let’s talk.

girl smiling for a photo on a restaurant patio

It may seem like a pain to hop on board the latest buzzy platform or feature, but it can give you an edge over your competition and get you seen as an industry leader. (Image via Unsplash)

7. Embrace new layouts and features

The trendy nature of social media means these platforms usually don’t stay stagnant for long. 

With growing competition and a handful of big platforms vying for the most eyeballs, there’s a near-constant stream of updates and changes.

It may seem like a pain to hop on board the latest buzzy platform or feature, but it can give you an edge over your competition and get you seen as an industry leader. 

Often, when beta versions of these social platforms are released, a site-wide change isn’t far behind. 

By trying out a new feature or interface when it’s first available to test, you can set yourself up to be a pro at the new way of doing things — potentially before the brands competing against you.

Better yet, these new tools could give you an extra boost, like refining your target audience or improving your return on ad spend (ROAS). 

Pro tip: Augmented reality is predicted to continue growing in popularity in 2022. If it applies to your product, use it!

The takeaway

Paid social campaigns certainly have a place in your digital marketing program in 2022. 

Not only do social platforms have sophisticated audience segmentation options, but they allow you to meet your prospects where they are in a way that’s targeted but feels organic.

By following social media marketing best practices like consistently testing, properly tracking, and creating engaging content, you can create best-in-class paid social campaigns that convert.

This article has been updated and was originally published in January 2020.

Caroline Cox

Caroline Cox

Caroline is HawkSEM's content marketing manager. She uses her more than 10 years of professional writing and editing experience to create SEO-friendly articles, educational thought leadership pieces, and savvy social media content to help market leaders create successful digital marketing strategies. She's a fan of seltzer water, print magazines, and huskies.

Questions or comments? Join the conversation here!

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Written by Caroline Cox on Jun 3, 2021

From tweets to TikTok, here’s how to pick the right paid social platform for your business.

Here, you’ll find:

  • A breakdown of the main paid social platforms
  • Pro tips for paid social success
  • How these platforms compare to one another
  • Which industries see the most success on certain platforms

The aim of social media is to help us connect with people — and the world — around us. That could mean following an influencer whose style you envy, a travel writer who always finds a city’s best hidden gems, or a vlogger with killer recipes. 

So, when your company is looking into ads on a paid social platform, it’s helpful to keep in mind why people are on them in the first place. It’s all part of understanding your target audience, their goals, and how you can meet them where they already are. 

smartphone with social media platform apps

When it comes to members, you just can’t beat Facebook — the platform boasts 2.85 billion monthly users worldwide. (Image via Unsplash)

Once you explore your audience and assess your resources (like images, videos, or brand even ambassadors), it can be a challenge to know where to begin. But don’t fear! Let’s dig into all the main paid social platforms and how you can make them work for your business.

LinkedIn

If other platforms are like happy hour, LinkedIn is the networking event. Sure, you can be quippy and share fun thoughts or links, but at the end of the day, it’s all about professionals. By its own estimations, LinkedIn has a whopping 756 million members in 200 countries and regions across the globe. 

According to Sprout Social, 65% of B2B companies have used LinkedIn paid ads to acquire new customers, and the platform is reportedly 277% more effective than Facebook in generating leads. 

Because of its business-centric purpose, LinkedIn can be a great paid social platform for ads relating to software, services, and anything else that could be used in a professional setting or to improve workday processes.

Other industries that tend to do well with LinkedIn paid social ads include:

  • High-end retail
  • Wine and spirits
  • Aerospace
  • Automotive
  • Professional businesses (such as performing arts, banking, pharma, and international affairs)

While LinkedIn has a lot of opportunity, LinkedIn’s Campaign Manager has a few minimum requirements that can be costly for small businesses to leverage. They also have limited targeting, as well as more expensive CPC and conversions compared to other platforms. 

Pro tip: Since users view LinkedIn as a professional place, it’s a good idea to have your ads follow suit — and don’t forget to maintain the correct ad specs!

Facebook

When it comes to members, you just can’t beat Facebook. That’s because the social media platform boasts 2.85 billion monthly users worldwide.

But while that number is impressive, it’s worth noting that younger generations aren’t as active as older ones, and visibility for both organic and paid posts can be hard to come by. (For example, a Facebook page with more than 1 million likes only averages an organic engagement rate of less than 2.5%.)

Regardless of the drawbacks, marketers love Facebook because it’s affordable and generally results in high engagement. When it comes to paid social ads on Facebook, retail really shines. Think: items like clothes, accessories, beauty products, and the like. The visual format ad options make it easy to showcase your products and grab people’s attention.

Industries that tend to find success with Facebook (in terms of engagement and sharing) include:

  • Automotive
  • E-commerce 
  • Travel
  • Non-profit organizations

Industries like software may do as well as the above when it comes to Facebook ads. However, if the audience isn’t right and the industry isn’t a fit, ads can really flop.

Pro tip: Facebook’s updated Ads Manager lets you duplicate ads and campaigns, edit any settings, view your metrics, customize your graphs, and more.

girl by pool looking at social media

Because of the visual nature of Instagram ads, any photos, videos, or graphics used should be high-quality and high-resolution. (Image via Unsplash)

Instagram

Instagram is owned by Facebook. Because of this, there are plenty of similarities between the two platforms in terms of ad offerings. Additionally, the industries that tend to do well on Facebook also perform rather well on Instagram.

While the platforms fall under the same umbrella, they’re also different in many ways. Though Instagram trails a bit behind Facebook in terms of members, its visibility and cultural relevance is significant.

After all, Instagram is basically the reason why “influencers” exist in the way they do today. And studies show ad recall from sponsored ads on Instagram is often much higher than the typical norms for online advertising.

Instagram ads also see decent engagement rates compared to other platforms. This is likely due to the visual nature of the app, and how seamlessly ads show up in Instagram Stories (temporary posts users create) and regular feeds. It could also be because the majority of Instagram users are part of younger, tech-savvy generations. 

You can manage your Instagram ads inside Facebook’s Ads Manager. This allows you to create Facebook and Instagram ads simultaneously, complete with a robust variety of targeting options to leverage.

Because of the visual nature of Instagram ads, any photos, videos, or graphics used should be high-quality and high-resolution (nothing fuzzy or grainy). And while the maximum caption length is 2,200 characters, experts say 125 characters is ideal.

Pro tip: For e-commerce brands, Instagram’s shopping capabilities allow you to add multiple hyperlinks to an ad, leverage in-app checkout, and complete sales within the app. They also recently added a dedicated “Shop” section to the home screen and launched Instagram Live Shopping. 

Twitter

Twitter has around 192 million daily active users, according to Hootsuite. That’s a lot of potential for advertisers. Not only that, but Twitter itself also reports that people spend 26% more time viewing ads on Twitter than on other leading platforms.

Similar to Instagram, Twitter ads fit subtly into members’ existing feeds and are relatively cost-effective. This platform is all about getting visibility, engagement, and spreading the word to grow awareness about your brand. Conversions can be a bit trickier here, though you can try generating quick leads with Twitter Cards or Trend Takeovers.

The platform describes promoted Trend Takeovers as “a 24-hour high-impact takeover of the Trends list on Twitter,” ideally to launch something new or weigh in on a trend. 

According to Social Media Today, industries that perform best on Twitter include:

  • Music
  • Entertainment
  • Games
  • Aerospace
  • Retail & e-commerce

Pro tip: Twitter users can “like,” respond to, and share your paid ad tweets in the same way they interact with organic ones, thus boosting your reach without costing you more. This is why it’s crucial to make your ad stand out — so you can go viral for all the right reasons.

man looking at youtube on tablet

Along with TrueView ads, YouTube offers non-skippable video ads and bumper ads. (Image via Unplash)

YouTube

Owned by Google, YouTube lets you create video or image ads that play before and interstitially between videos on the platform. Much like Instagram, it’s huge with younger generations: 77% of 15 to 35 year-olds in the U.S. use the platform.

Don’t have a video to promote? No problem. YouTube’s creative directory network connects you with pros who can help you with everything from motion graphics to voiceover, animation, and more. As far as payment for skippable ads, “YouTube charges you whenever a viewer clicks on your CTA, watches for at least 30 seconds, or views your ad all the way through (if it’s shorter than 30 seconds),” according to Mailchimp.

Along with TrueView in-stream ads (which “run on videos served on YouTube or on a collection of sites and apps in the Google Display Network,” as Google explains), the platform offers non-skippable video ads and bumper ads. Non-skippable ads are ads that appear before a video, and mid-roll ads appear at the midpoint of videos that are at least 10 minutes long. Bumper ads, on the other hand, are 6 seconds max and are paid for on a CPM basis.

Want more insight into paid social success secrets? You’re in the right place. 

Pinterest, TikTok, and other platforms

While the platforms above are arguably the most popular paid social platforms, there are other players in the space that offer their own unique benefits. Apps like Snapchat, TikTok, and Pinterest all have ad options. While their reach may not be as wide as the Big Four, depending on your industry and target audience, they could still be worth your time and budget. 

TikTok is the fastest-growing platform in terms of popularity, particularly with Gen Z. It offers interactive ads in more than 20 global markets. Snapchat lets you target your ads based on users’ interests, behaviors, location, and more. 

Pinterest gives you the option to choose to pay for either engagement or visits to your site, and pins often have a longer lifespan than a lot of other paid social ads. As Search Engine Land reports, “for visually-driven businesses, such as wedding gown shops, food blogs, visitors’ bureaus, and clothing and accessories, the visual search engine is a way to get your products and ideas out there to an audience that is likely to click through to your site.”

girl standing and looking at phone

How you measure paid social success will depend on your goals, whether that’s purchases, engagement, followers, or CTR. (Image via Unsplash)

Leveraging multiple platforms

Because each paid social platform has its own unique benefits and users, you may want to experiment with multiple platforms at once. Of course, it’s good to have variety, and testing out a few platforms can help you determine which ones have better ROI for your company. 

Just make sure you go into any testing with a game plan for the KPIs you’ll be monitoring, and how long you want to experiment before revisiting your strategy. 

The takeaway

How you measure paid social success will depend on your goals, whether that’s purchases, engagement, followers, click-through rate (CTR), or something more.

If you’re looking for ad options that are affordable, visual-forward, and have the potential to reach far and wide, finding the right paid social platform may be just the solution you need.

This article has been updated and was originally published in April 2020.

Caroline Cox

Caroline Cox

Caroline is HawkSEM's content marketing manager. She uses her more than 10 years of professional writing and editing experience to create SEO-friendly articles, educational thought leadership pieces, and savvy social media content to help market leaders create successful digital marketing strategies. She's a fan of seltzer water, print magazines, and huskies.

Questions or comments? Join the conversation here!

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