5 Essential Skills Marketers Need to Succeed This Year [Infographic]

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The marketing landscape evolves at what often seems like a bewildering pace. There are changes in consumer preferences. There are updates to search algorithms. And, we can’t forget the frequent updates and features added to various social media channels.

For that reason, being a successful marketer today might appear to require a never-ending list of skills. Where do you need to excel — content creation, social media, web analytics, or all of the above … and more?

Relax. In a perfect world, it would be possible to constantly maintain all of these skills at an expert level. But in reality, it’s okay — and helpful — to prioritize. The question remains, however: What skills do marketers need the most to both keep up with the industry, and be good at their jobs?

Luckily, the infographic below from TEKsystems outlines five crucial skills — largely digital ones — that marketers need to succeed this year:

  • Digital Advertising
  • Social Marketing
  • Website Design/Development
  • Content Development
  • Mobile Marketing

It’s a helpful guideline for marketers who want to help their brands stay up to speed, as well as job seekers and recruiters who want to know which knowledge is the most valuable in today’s landscape. We’ve elaborated a bit on each one below the image — so read on, and learn more about the skills you need to start, continue, or foster a lucrative marketing career.

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5 Essential Marketing Skills to Succeed in 2017

1) Digital Advertising

Many marketers are trained to draw a bold line between marketing and advertising. But the latter, in its digital and analytical form, has become the work of the savviest marketers. That includes things like creating strategic ads on different social media channels, as well as pay-per-click (PPC) campaigns. According to TEK systems, some of the other specific skills that fall under this umbrella are:

  • Search engine optimization/marketing (SEO/SEM)
  • Digital business analytics — data like Google Analytics and Facebook Insights
  • Digital project management

2) Social Marketing

Long gone are the days of simply posting the occasional photo or update on social media. Social marketing has become far, far more complex — so much so that many brands dedicate full-time roles to it. Within this realm, you might see many overlapping skills with digital advertising, like understanding the same analytics and managing PPC campaigns.

While there’s a detailed subset of skills required in social marketing, the major ones fall under strategizing and managing social media posts and presence, according to each channel. That’s one form of content strategy, which we’ll get to.

3) Website Design/Development

As the infographic puts it, “The website is the face of your brand.” It’s often the first line of interaction that a customer will have with your company — that’s why an optimal user experience is imperative. After all, that’s one of the core principles of inbound marketing: Create the content that’s going to draw and benefit your buyer personas.

For that reason, here’s yet another area where — like most of these five skills — understanding content strategy is going to be important. But that’s not the only knowledge required here. TEKsystems also identifies the following top skills sought after by marketing hiring managers:

  • UX design
  • Front-end development
  • Web development
  • Consumer and behavioral analytics
  • Product management

4) Content Development

Finally — content gets its own category. Of course, understanding how to develop the best content for your various distribution channels is important. But then, there’s understanding how to develop consumable content that doesn’t necessarily reside on your social networks or website copy, like reports, or other downloadable items. And in addition to being well-produced and informative, it should be sharable, and a content developer needs to understand how to create something of that nature. Related skills, therefore, include:

  • Analytics
  • Project Management
  • SEO/SEM

5) Mobile Marketing

Mobile is gradually becoming the primary way we consume online content — 48% of consumers, for example,  start mobile research with a search engine, while 26% start with a branded app. That’s why mobile marketing has become such a valuable skill, from understanding how customers use mobile, to how a brand’s digital presence and content can be optimized for that platform.

And while mobile marketing might be a bit different from mobile development — the latter is a bit more technical — it doesn’t hurt to at least understand how that (and app development) contrasts from traditional web development. Additionally, valuable skills here include:

  • Mobile traffic analytics
  • E-commerce analytics
  • Mobile design

The More You Know

We’re not suggesting that marketers need to become experts in every single one of these areas. However, if there’s a specific area of marketing that interests you the most, or into which you’d like to move, understanding where you’ll need to excel can help you get there that much faster.

Plus, as your brand and the landscape continue to evolve, this list can serve as a good reference when you feel like you might need to brush up on certain skills, or at least become more aware of them when it’s necessary. That way, in addition to honing your own skills, you can understand where you might need to focus team-building efforts.

What are your most sought-after marketing skills? Let us know in the comments.

This post was originally published in January 2016 and has been updated for accuracy and comprehensiveness.

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How to Repost on Instagram: 4 Easy Ways to Reshare Content

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Where most social media feeds are almost distractingly busy — full of photos, videos, and text updates from friends and brands you follow — Instagram is different because you can only look at one post at a time.

And while this simple, clean interface makes to easy to focus on the beautiful photography and interesting videos on Instagram, it also leaves something to be desired: the ability to easily repost other users’ content.

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But fear not: for every problem, the internet has afforded a solution. We tested out four different ways to repost content on Instagram in a few simple steps. All of these methods are free, but some require you to download an app from the iOS App Store or Google Play first.

How to Repost on Instagram: 4 Methods to Try

1) Use Repost for Instagram

Download Repost for Instagram for iOS or Android devices to share content from other Instagram users from your mobile device. Here’s how to do it:

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Open your Instagram app, and find a photo or video you’d like to reshare.

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(Psst — do you follow HubSpot on Instagram?)

Tap the … in the upper-right hand corner of the post. Then, tap “Copy Share URL.”

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Open Repost for Instagram. The post you copied will automatically be on the homepage.

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Tap the arrow on the right-hand side of the post. There, you can edit how you want the repost icon to appear on Instagram.

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Tap “Repost.” Then, tap “Copy to Instagram,” where you can add a filter and edit the post.

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Tap “Next.” If you want to include the original post’s caption, tap the caption field and press “Paste,” where the original caption will appear with a citation.

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When you’re ready to share the post, tap “Share” as you would a regular Instagram post. Here’s how the post appears on your Instagram profile:

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2) Use InstaRepost

Download InstaRepost for iOS or Android devices to share content from other Instagram users from your mobile device. Here’s how to do it:

Open InstaRepost, log in using your Instagram credentials, and authorize it to access your account information.

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InstaRepost will only show you a small selection from your Instagram feed. If you know what post you’re looking for, head to the search magnifying glass to look at the Explore tab or enter a username.

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Once you’ve found a post you want to reshare, tap the arrow in the lower right-hand corner. Then, tap “Repost,” then “Repost” again.

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Navigate to your Instagram app, and tap “Library.” The post will be saved to your camera roll.

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Add a filter and edit the post as you would any other. Then, tap “Next.”

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Tap the caption field to paste the original caption. The repost won’t include a citation, so we suggest adding one by typing “@ + [username].” Then, press “Share.”

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Here’s how the post appears on your Instagram profile:

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3) Use DownloadGram

DownloadGram lets Instagram users download high-resolution copies of Instagram photos and videos to repost from their own accounts. Here’s how to do it:

Open your Instagram app and find the post you want to repost. Tap the … icon in the upper-right hand corner of the post and click “Copy Share URL.”

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Navigate to DownloadGram and paste the URL into the field. Then, tap “Download.”

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Tap the green “Download Image” button that will appear further down the page.

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You’ll be directed to a new web page with the downloadable image. Tap the download icon, then tap “Save image.”

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Return to your Instagram app. The image will be saved to your camera roll, so edit it as you would any other Instagram post.

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The repost won’t include a citation, so we suggest adding one by typing “@ + [username].” Then, press “Share.” Here’s how the post appears on your Instagram profile:

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4) Take a Screenshot

This method doesn’t require any or other websites to repost on Instagram. It’s worth nothing that this method only works for reposting photos. Here’s how to do it:

Find a photo on Instagram you’d like to repost, and take a screenshot:

  • For iOS: Press down on the home and lock buttons simultaneously until your screen flashes.
  • For Android: Press down on the sleep/wake and volume down buttons simultaneously until your screen flashes.

Tap the new post button in the bottom-center of your Instagram screen. Resize the photo so it’s properly cropped in the Instagram photo editor.

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Edit and filter the post like you would any other Instagram post.

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The repost won’t include a citation, so we suggest adding one by typing “@ + [username].” Then, press “Share.” Here’s how the post appears on your Instagram profile:

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Do It For the ‘Gram

Now that you’ve learned how to repost on Instagram, you can diversify your profile with content sourced from friends, family, and brands. Use the methods above — being sure to cite the source of the original post — to quickly and easily reshare your favorite content. And if you’re looking for more ideas for sourcing and creating Instagram content for your brand, download our free guide to using Instagram for business here.

Do you use any of these methods to repost on Instagram? Share with us in the comments below.

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6 Business Challenges Every Small Business Struggles With (And How to Fix Them)

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In the first few years of business, small companies come up against a lot of different challenges. Some are harder than others to overcome — and according to the U.S. Bureau of Labor Statistics, about 20% of small businesses fail by the end of their first year. By the end of their fifth year, 50% go under; and by the tenth year, that number rises to 80%.

With survival rates like that, it’s easy to understand why folks face the first few years of business with trepidation. But in fact, many common business problems and challenges are actually fixable, from difficulty finding customers, generating leads, and building an email list, all the way to hiring the right people and balancing quality and growth. Many times, you’ll find you need to take a step back, take the time to understand the pain points you’re feeling, and re-think your strategy.

Here are six challenges every small business faces, along with some tactical advice about how to fix them. (And if one of the challenges you’re facing is growing your email lists and generating leads, then be sure to save your seat for our live workshop that’s taking place on Thursday, April 27 at 1:00 P.M. EST.)

6 Small Business Problems & How to Fix Them

1) Finding Customers

This first one isn’t just a small business problem. The marketers at well-known companies like Apple and Toyota and McDonald’s don’t just sit around waiting for the leads to come in: Even the biggest, most successful companies have people working hard every single day to find new customers.

But for small businesses that aren’t a household name, finding customers can be particularly difficult. For example, there seem to be so many channels you can choose to focus on … how do you know what to prioritize and where to allocate resources?

How to Fix It:

Finding customers starts with figuring how who your ideal customer actually is. Spraying and praying doesn’t work for anybody — you need to make sure you’re spreading the word to the right people.

Craft an idea of what your target customers look like, what they do, where they spend time online by building your buyer personas. (Here are some free buyer persona templates to get you started.) Creating very specific ones can dramatically improve your business results. Once you’ve built your buyer personas, you can start creating content and getting in front of your target customers in the places they spend time online and with the messages that they care about.

2) Hiring Talented People

Hiring is often one of the biggest challenges for small businesses, especially since small business executives tend to feel under-resourced to begin with. Hiring new employees is a big deal and a complex process, and the cost of onboarding is an average of over $4,000 per new employee for most companies. And if you don’t hire well, employee turnover can be very, very expensive.

But, as CEO of 2020 On-site Optometry Howard Bernstein said in our panel on how to start a business, it’s impossible to know everything yourself. That’s why finding and hiring the right people — and the people who are really excited about what you’re doing — matters.

How to Fix It:

It’s easy to hire with a short-term mindset: send out a job description, screen applicants, and make a decision. But because of the high costs of hiring right, it’s important to invest a significant amount of time in the hiring process. Don’t settle for good employees when you can find great ones, even if it takes longer. It’s the great employees that will help your company get to the next level.

Just like you create buyer personas for your customers, create candidate personas for your job candidates. Your personas should be different for each new role that you’re hiring for, but will share some underlying traits around company culture.

Next, take ownership of attracting candidates to your company’s brand and make them interested in learning more. This will help you build a recruiting pipeline that will give hiring the same predictability as sales. Then, turn those leads into applicants.

3) Spreading Brand Awareness

It can sometimes seem like today’s biggest brands seemed to have popped up out of nowhere. How did they become a household name? How did they grow that quickly? Can your business grow like that, too?

Of course, most of these companies’ hard work, failures, and rejections happened behind the scenes. But there are strategies for spreading the word about your brand and building a great reputation that you can start right away.

How to Fix It:

There are many ways to spread brand awareness, but the three I’ll touch on here are PR, co-marketing, and blogging.

  • PR: Public relations is less about paying for a spot in a news blog, and more about focusing your voice and finding your place in the market. I recommend reading this great post from FirstRound Capital on what startups and small businesses often get wrong about PR, which also includes some great, tactical tips on how to figure out who’s covering your industry, building relationships, and working with reporters. You can also download our free public relations kit to learn how to maximize your public relations efforts with inbound marketing and social media.
  • Co-marketing: Partnering with another brand will help you inherit some of their image and reputation and create brand evangelists outside your circle. It’s a fantastic way to gain a large volume of new contacts alongside your organic marketing efforts. You can read our ebook on how to get started with co-marketing for more helpful information.
  • Blogging: Running a consistently high-quality blog will also help you build brand awareness. Not only does a blog help drive traffic to your website and convert that traffic into leads, but it also helps you establish authority in your industry and trust among your prospects. Many people find out about HubSpot because of our blog posts. It’ll also help you build an email list, which brings us to our next point …

4) Building an Email List

As if it isn’t hard enough to build an email list, did you know your email marketing database degrades by about 22.5% every year? That means you have to increase your email list by almost a quarter to just maintain it, never mind grow it. It’s the marketing team’s job to find ways to constantly add fresh, new email contacts to your lists.

But what many people call “building an email list” is actually buying an email list — and buying an email list is never a good idea. I repeat: Never a good idea. Not only will your email deliverability and IP reputation be harmed, but it’s also a waste of money. If your current strategy is to buy or rent email lists, then it’s time to regroup and find better places to put those resources.

How to Fix It:

Instead of buying or renting lists, build opt-in email lists. An opt-in email list is made up of subscribers who voluntarily give you their email address so you can send them emails. One great way to build an opt-in list is by creating great blog content and making it easy for people to subscribe — which, at the same time, will help you increase your online presence, build up search authority, and create evangelists from your content.

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[Example of a subscribe CTA on Help Scout’s blog.]

You can also revive older lists that you think are mostly decayed by creating an engaging opt-in message and sending it to your old list encouraging contacts who wish to re-opt-in and promising to remove all contacts who don’t respond.

To learn more strategies and tips, register here for our live workshop on growing your email subscribers.

5) Lead Generation

Another problem most small businesses share is lead generation — specifically, generating enough leads to keep the sales team happy. If that sounds like you, you’re not alone: Only 1 in 10 marketers feel their lead generation campaigns are effective.

But generating leads that are both high quantity and high quality is a marketing team’s most important objective. A successful lead generation engine is what turns website visitors into prospective customers and keeps the funnel full of sales prospects while you sleep.

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[Lead generation is part of the “convert” stage of the inbound methodology.]

How to Fix It:

To make the lead generation process work for your business, you need to first optimize your existing website for leads. Your website is the most important tool you have for turning prospects into customers. Look through your website and ask yourself:

  • Do each of your webpages clearly guide visitors to take action, or do they leave them wondering what to do next?
  • Do you use a tool that automatically pulls the submissions from your forms and puts them into your contact database, like HubSpot’s free lead generation tool?
  • Are you creating custom landing pages for every single campaign that you run?
  • Do you have lead generation CTAs on each of your blog posts? (Do you have a blog at all?)

Prioritize the most popular pages on your website first. Most businesses have a few, specific pages that bring in the majority of their traffic — often the homepage, “About” page, “Contact Us” page, and maybe one or two of your most popular blog posts. Read this blog post to learn how to figure out which pages to prioritize, and how to optimize them.

Finally, be sure to take advantage of free lead management software. Affording marketing in general is a big challenge in and of itself, so finding and implementing the most robust free marketing tools can be a game changer. HubSpot Marketing Free, for example, has features like a form-scraping tool that scrapes any pre-existing forms you have on your website and adds those contacts to your existing contact database. It also lets you new pop-ups, hello bars, or slide-ins — called “lead flows” — that’ll help you turn website visitors into leads immediately.

6) Balancing Quality and Growth

“There’s this mix of building scalability early, versus doing what you have to do to get it all done,” Nick Rellas, co-founder and CEO of Drizly, told our panel of startup executives about starting his own business.

This is a tricky one, especially since every situation is different. You’ll see this problem arise in all areas of business: in product development, in marketing and content creation, in hiring, and so on. For example, many business executives will push growth at all costs. But if you grow your company too quickly, you’ll find yourself having to hire quickly. This can overwhelm your experienced team members because it takes a while to train people. And if you don’t train people well, it can end up backfiring.

How to Fix It:

Unfortunately, there’s no perfect answer here. “Depending where you are in your business’ lifecycle,” says Rellas, “the scale will tip one way or the other, but I do think you need both at different times.”

What it comes down to is not obsessing over every detail, but obsessing over the right details. Obsessing over product perfection, for example, might not be as important as obsessing over customer service. It’s better to put your fears aside and launch a product that isn’t perfect because you can always update and improve it. After all, once your products are in the hands of your customers, you can learn much more quickly what’s working and what isn’t.

Obsessing over customer service, however, is worth the extra effort. Amazon CEO Jeff Bezos puts it well in his 2016 letter to shareholders: “There are many ways to center a business. You can be competitor focused, you can be product focused, you can be technology focused, you can be business model focused, and there are more. But in my view, obsessive customer focus is by far the most protective of Day 1 vitality.” (“Day 1” is what he refers to as a period of growth and innovation, whereas “Day 2” is stasis, irrelevance, and slow demise.)

While these are just a few of the many business challenges facing small businesses every day, there are many others out there. Are there other challenges your small business is facing that you want to bring up? Share with us in the comments below — and don’t forget to share your ideas for solutions, too!

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Type A vs. Type B: Does Personality Type Matter at Work?

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We begin with a cast of two characters. One is organized, ambitious, competitive, and sometimes a little impatient. The other is laid-back, collaborative, creative and, sometimes, a little messy.

Do you identify with one more than the other?

Many of us already identify as either a “Type A” or “Type B” personality. Or, maybe you see yourself as a hybrid of both — like those of us who schedule our time and manage to-do lists like maniacs, but can’t recall the last time we made our beds. Download our free planning template to establish concrete and achievable marketing goals.

Here’s how the two types tend to break down, according to the American Psychological Association:

  • Type A: “A complex pattern of behaviors and emotions that includes excessive emphasis on competition, aggression, impatience, and hostility.”
  • Type B: “As compared to Type A behavior pattern, a less competitive, less aggressive, less hostile pattern of behavior and emotion.”

But if you’re anything like me, you might be thinking, “Well, that seems a bit restrictive.” That’s why we’re going to dive a bit deeper into each one. But first — let’s have a little fun.

Type A vs. Type B Personalities

Before we get into the nitty-gritty of these personality types, check out this infographic to see if there’s one with which you identify more than the other:

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While the options above might be generally easy to associate with either Type A vs. Type B workplace personalities, you may have found yourself identifying with a little bit of both. And that’s normal — it’s hard to check off all the boxes for one category.

It’s a visual, very informal representation of the A/B personality test — take it with a grain of salt, since it doesn’t even begin to scratch the surface of the original version of this assessment. That began in the 1960s, when researchers David C. Jenkins, Stephen Zyzanski, and Ray Rosenmen sought a way to measure the correlation between certain behaviors and coronary heart disease.

That study lead to the development of the Jenkins Activity Survey (JAS): a multiple-choice questionnaire that was distributed for use among psychology professionals in 1979. Today, many A/B personality tests are adaptations of the JAS, like this one — designed primarily for university students — available through UNC Charlotte’s Department of Psychology.

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Source: UNC Department of Psychology

Today, it’s hardly the only personality inventory of its kind, and almost seems a bit antiquated. In the last few decades, we’ve seen more complex assessments emerge, like the Myers-Briggs Type Indicator® (MBTI®), DiSC, and Thomas-Kilmann Conflict Mode Instrument (TKI®). Sure, we might still make general references to it — for example, I’ve lost count of the number of times each day I declare how Type A I am — it seems like the classic A/B dichotomy isn’t sufficient enough to comprehensively measure someone’s personality anymore.

It poses the question: Is there still room for the old fashioned Type A vs. Type B labels in the workplace? Or are they, as a reliable measure of personality, defunct? And in the end, do all of these elaborate assessments and profiles really just lead to Types A and B?

Does the A/B Personality Construct Have a Place in the Office?

The fact that many people identify with characteristics ascribed to both Type A and Type B — depending on the context — is why these more elaborate personality inventories were created. For example, DiSC is a test that assesses someone’s personality based on four behavioral drivers:

  1. Dominance
  2. Influence
  3. Conscientiousness
  4. Steadiness

Someone who scores high in steadiness, for example, tends to be friendly, empathetic, and places a lot of importance on being well liked and avoiding risk. That might sound a bit like Type B, right?

Someone who scores high in influence, on the other hand, tends to be outgoing, spontaneous, enthusiastic, unfocused, and optimistic. But wait — those also sounds like Type B traits.

But despite both steadiness and influence erring more toward the Type B side, each sounds like it has a pretty distinct character, working style, and approach to collaboration. See? As we said — that’s why these more detailed personality profiles exist.

Now, let’s take a look at someone who scores high in conscientiousness. This person tends to:

  • Be a data-driven problem solver.
  • Work deliberately and at a conservative pace.
  • Want to be correct and accurate.
  • Communicate in a more non-verbal manner.

So which bucket does this person fall into: Type A, or Type B?

The value that this person places on accuracy might scream, “Type A!” But the conservative pace might lean a bit more toward Type B. It’s more difficult to place this one into a single category — again, that’s where a more detailed personality inventory becomes particularly useful.

How Much Does “A” or “B” Really Matter?

When we’re able to categorize things, it gives us the impression that we can better understand our surroundings. It’s human nature — the A/B personality constructs, like many other identifying “buckets,” likely exist because of our instinctive compulsion and desire to identify the unknown.

But much of the time, these categories leave out important details. After all, if you don’t fit neatly into one bucket, what are you supposed to do?

Good news — that doesn’t really matter.

What does matter, however, is how you operate in and respond to day-to-day workplace scenarios. Which systems help you stay organized? How many unread emails do you feel comfortable having in your inbox? How far in advance do you care to plan out your lunch?

Answering those questions can help you identify and align your priorities, and ultimately determine which factors are going to help you be most successful and productive at work.

So While There’s No Need to Be “A” Or “B” …

… it might be helpful to look into some of the newer, more detailed personality inventories. Many of them, like the DiSC, are designed to help you gain more honest insight into the questions above — the ones that help you shed light on how you approach deadlines and collaborate, for example. Having that information can help you better prepare for team projects and high-pressure scenarios, and self-identity detrimental behaviors of which you might not have been previously aware.

So, while there’s no need to pressure yourself to uphold one personality type or the other — whether it’s Type A or Type B, introvert or extrovert, ENTJ or ENJF — it’s important to know what’s going to help you do your best work.

Do you think understanding formal personality types are important at work? Let us know in the comments.

This post was originally published in July 2015 and has been updated for accuracy and comprehensiveness.

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Brain Typing & Skin Hearing: Everything You Need to Know About Facebook’s 2017 F8 Conference

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Since its launch in 2004, Facebook has been the leader of social media innovation and change. We’ve seen Facebook change the way we talk, text, share, and connect around the world.

Today, Facebook is no longer an option for marketers. Globally, almost 2 billion people use Facebook, and more than 1 billion people use Messenger. What’s more, over 1 billion users log onto Facebook every day. People go to Facebook for news and content consumption more than ever, and they use Facebook to connect with brands and publishers, as well as their friends and family.

Simply put, if you’re not using Facebook for advertising, video marketing, and content sharing, you’re behind the curve.

Each year since 2007, Facebook has hosted Facebook F8, its annual Developers Conference. This event is when Facebook typically announces new products and innovations marketers and developers can use to connect in different ways. In this post, we’ve rounded up some of the biggest announcements from F8 2017 and major themes marketers should pay attention to as Facebook continues to evolve.

What is F8?

F8 is the Facebook Developers Conference. F8 2017 was held on Tuesday, April 18th and Wednesday, April 19th, and it included numerous announcements about new products, new features, and future initiatives Facebook would be working on. Although it’s titled for developers, previous F8’s have included product announcements and demos that are meaningful for social media marketers, too. Facebook also announces changes to other platforms and products it owns during F8, most notably on Messenger, Instagram, and WhatsApp.

In previous years, Facebook used F8 to announce products and features as ubiquitous as the launch of Facebook Live, Messenger bots, Instant Articles, and the mobile Like button, among others. It’s hard to imagine Facebook without these things now, right?

Where is Facebook now?

For the purposes of this blog post, it’s valuable to quickly recap some of the major changes that have taken place since F8 2016 — because a lot has changed. If you’re caught up to speed, skip ahead to the latest announcements from F8 2017.

Facebook Journalism Project

In January 2017, Facebook launched the Facebook Journalism Project to identify and prevent the proliferation of fraudulent content (“fake news”) on the platform. Additionally, the Facebook Journalism Project entails Facebook creating more tools for media publishers to analyze content performance and continuing to improve Instant Articles.

News Feed

In June 2016, Facebook adjusted its algorithm to display content from users’ family and friends first in the News Feed — ahead of content from publishers and Pages. Publishers now have to think more creatively about how to generate engagement and reach on the platform.

Live Video

Facebook Live was announced at F8 2016, and since then, it’s exploded in popularity. In fact, Facebook learned that users were spending 3X more time watching Facebook Live videos than traditional videos, so it adjusted the News Feed algorithm again to give Facebook Live videos more News Feed real estate. Additionally, Facebook Pages can now broadcast live from desktop computers in addition to mobile devices.

Facebook also launched Instagram Live in November 2016. It’s different from Facebook Live in that live Instagram videos disappear once the broadcast ends. But like Facebook Live, Instagram pages that are broadcasting live get first priority at the top of the Instagram feed.

Ephemeral Messaging

Facebook has borrowed a significant amount of “inspiration” from Snapchat since F8 2016. Facebook has replicated Snapchat’s key feature — ephemeral, or disappearing, photos and videos — on Instagram, WhatsApp, Messenger, and on Facebook itself. At the time of F8 2017, more people are using Instagram Stories than the entire Snapchat app, so it will be interesting to see the moves Facebook and Snapchat make to keep competing next.

Now that we’re all caught up to speed, let’s dive into some of the biggest announcements from F8 2017.

The Biggest Announcements from F8 2017

At the start of his keynote address, Facebook co-founder and CEO Mark Zuckerberg declared that the 10-year plan for Facebook was made up of three endeavors: augmented and virtual reality, artificial intelligence, and connectivity. Let’s dive into product announcements and future projections from F8 2017.

Augmented & Virtual Reality

One of Facebook’s biggest pushes at F8 was improvement upon reality with the help of augmented reality (AR) and virtual reality (VR).

For those of you who might be confused on the difference (don’t worry, so were we):

Augmented reality is a real-world view superimposed with technologically-generated images, sounds, and other effects. Recent examples of augmented reality include Pokémon GO and Snapchat’s world lenses:

Virtual reality consists of digitally-simulated three-dimensional images that people can interact with by means of headsets and wearable sensors. Recent VR use cases include video gaming and experiential marketing.

Here’s how Facebook plans to invest in AR and VR in the coming year:

1) Camera Effects Platform

Facebook is taking its camera to the next level and creating the “first augmented reality platform.” Within the camera on Facebook and Messenger, users can already add filters, frames, drawings, and emojis, but Facebook wants to take it even further.

Frames Studio

The Facebook Frames Studio lets anyone design custom frames to surround their profile pictures or other pictures taken with the Facebook camera. You can create custom frames for events and communities or make public frames for anyone on Facebook to use. Here’s a draft of a frame I made featuring the HubSpot sprocket. It’s very basic (I’m a writer, not an artist), but you get the idea — you can add any art or effects to a frame that you’d like.

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AR Studio

The Facebook AR Studio helps create augmented reality elements Facebook users can incorporate into their photos and videos. Think 3-D images and responsive masks — Zuckerberg’s example was filling an office with 3-D Skittles. Developers can create different camera effects that respond to movement, geography, and surrounding objects. This feature is currently in beta, but developers can apply to start experimenting and creating now.

Check out a few examples:

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Source: Facebook AR Studio

2) Facebook Spaces

On the VR side of things, Facebook Spaces is a new virtual reality app where users can hang out with their friends — in full VR — with the help of the Oculus Rift VR headset. For now, it’s only launching in beta, but the idea is that users can interact with their friends in Facebook Spaces the same way they would in person. It goes to show you how heavily Facebook is investing in VR.

Discover how detailed and advanced some of the movements are in its explainer video here:

3) AR Glasses

They haven’t arrived yet, but during the second day of F8 2017, Facebook’s Chief Scientist of Oculus Research Michael Abrash said fully AR glasses were on the Facebook horizon. He envisioned glasses that improve vision and hearing, bolster intelligence, and are socially acceptable enough to become ubiquitous. So far, Google and Snap Inc. have created wearable glasses cameras — with varying degrees of success — so we’ll keep you posted on any Facebook glasses developments.

4) 360-Degree Camera

Facebook announced new Surround 360 technology that will allow users to film highly immersive 360-degree videos with “six degrees of freedom.” The circular camera allows videographers to rotate the camera viewfinder like a person’s head would to film in full 360-degree capabilities. Here’s what the two cameras look like:

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Source: Facebook

Below is our video recap from the first day at F8, featuring most of these AR and VR announcements:

Connectivity

In his opening keynote, Zuckerberg also prioritized Facebook’s commitment to helping the world connect online — by means of Facebook, of course. Facebook plans to do this with Terragraph technology; here’s the scoop.

6) Terragraph

Facebook is testing its Terragraph technology to increase data accessibility and transfer speeds around the world. It’s set new records in data transfer speeds and is testing a citywide mesh millimeter-wave data transfer system in San Jose, California. Technology like Terragraph helps more people get online with the help of their smartphones, so while there isn’t a direct takeaway for digital marketers here, it’s neat to see Facebook helping get more people online.

Artificial Intelligence

Facebook’s camera platform — for Facebook, Messenger, and Instagram — is now “AI-infused.” This means it can understand facial expressions, surroundings, and movement, as well as understand and annotate videos.

Facebook’s new Camera Effects Platform gives developers the tools to use AI for more creative photography and video recording. It’s also partnering with companies like Amazon and Microsoft to run AI algorithms on mobile phones.

Building 8

Building 8, Facebook’s research team dedicated to creating social-first consumer products, is working on silent speech communications projects that will let users type 100 words per minute — with their brains. (That’s 5X faster than the average smartphone user can type.) Building 8 is also creating hardware and software so users can hear information — with their skin.

These projects are still works in progress, but the announcements remind all of us that AI isn’t right around the corner — it’s now. Read more about how AI could change your job in a recent HubSpot Research report.

Messenger

Over 1.2 billion people use Facebook Messenger, but the platform isn’t just for humans. There are over 100,000 monthly active Messenger bots, and they’re changing the way businesses communicate with prospects and customers. Facebook reported at F8 that 2 billion messages are sent between people and businesses each month. To that end, it’s created new tools and features to make it easier for Messenger users and businesses to get in touch on the platform.

7) New Facebook Messenger Features

Below are some of the biggest Messenger announcements marketers should take note of. You’ll notice that most of these changes are designed around getting users to spend more time in Messenger:

  • A Discover tab on the Messenger home screen so users can easily search for bots that will point them in the right direction
  • Messenger Codes, which users can scan with the Messenger Camera to easily connect with businesses
  • Messenger’s AI assistant, M, can suggest ordering food from delivery.com when users are talking to friends and bring up getting dinner, for example. (Creepy, or delicious? Both?)
  • More bots for playing games
  • Smart Replies, which allow businesses to let bots automatically respond to frequently asked questions submitted via Messenger

Below is our video recap of the second day at F8, which centered heavily on these big announcements from Building 8:

Key Takeaways from F8 2017

Facebook vs. Snap Inc.

Facebook has been copying Snapchat features, and now it wants to take those features and do them bigger — and better — than its competitor. Coincidentally (or maybe not), Snapchat announced AR world lenses on the first day of F8. To me, the two cameras appear to be neck-in-neck in terms of capabilities. Facebook and its respective platforms claim significantly more users than Snapchat, so keep your eyes peeled for a race to innovate between these two social media titans.

All About AR, VR & AI

If you’re daunted by the idea of buying more equipment, taking more photos, and making even more videos, don’t rush to experiment with a bunch of new tools and technologies all at once. Start small — maybe by creating a custom frame in the Frames Studio — and add AR elements to photos you share on Facebook to see if your audience responds positively. If you can’t determine good use cases for experimenting with AR or VR, don’t waste your time and resources, but keep an eye out for events or settings in which these new technologies could be a good fit for your audience on Facebook.

No News for Publishers

Most conspicuous to me was the lack of mention of publishers on Facebook. It doesn’t appear that much is changing when it comes to the News Feed algorithm or Facebook Instant Articles anytime soon, which could be meaningful for marketers. It could be that Facebook will start prioritizing AR and VR visual content in the News Feed over links and status updates — much like how Facebook Live videos are now prioritized. As always, we’ll keep you posted on any algorithmic changes that could impact your organic Facebook performance.

Until next year …

We know this is a lot of information, and it isn’t immediately clear how, if at all, these innovations will change the way marketers use Facebook. When it comes to new technology and social media innovation, our advice is usually this: Experiment with any and all new technology. If your audience engages with it, keep going. If they ignore it, don’t try to force it.

In the meantime, we’ll keep you posted on more news from Facebook and our suggestions for how to keep tailoring your approach to Facebook marketing. And since F8 didn’t make much mention of Instagram, we wanted to launch a product of our own: We partnered with Shakr to create StoriesAds.com, where marketers can automatically create vertical videos tailored for the Instagram Stories platform. Try creating an engaging Instagram video — in under two minutes — today. No video skills required.

What were your impressions of F8 2017? Share with us in the comments below.

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Where We Are: The 2017 State of Content Marketing [Infographic]

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“Less than 10% of those surveyed were definitely sure how to implement content marketing.”

Sound familiar?

If it does, you’re clearly not alone. Content marketing — and keeping up with it — can be confusing, even to those who understand its importance. Many of us have heard the phrase “content is king.” But what, exactly, does that look like here and now, in such a rapidly changing landscape? New Call-to-action

We grabbed that opening statistic from the helpful, intriguing infographic below, compiled by Zazzle, based on the results of its 2017 State of Content Marketing Survey of marketers in the UK. But instead of simply looking at the latest trends, it sought to examine the pain points and decision-making process of today’s content marketer. And if you’re in the business of making life easier for that audience — well, we suggest having a look.

Do you think the same trends hold true in your neck of the woods? Read on, and see where your current strategy and priorities align with the data illustrated here.

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Is Technology Actually Making Us Less Productive? [New Research]

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After working in my role here at HubSpot for almost eight months now, I’ve started to go into autopilot when I turn on my computer every morning.

I open up my email app, my calendar app, my organization and productivity app, my grammar-checking app, my note-taking app, my analytics tool, and my blogging tool.

And that’s only when I first get into the office.

By the end of most days, my browser is full of different tabs, and so many apps and tools are running that they eventually start shutting down of their own accord. When all of these sites, apps, and tools are working, I spend a significant portion of my day using them: to write, to proofread, to extrapolate data, to keep track of what I’m working on, to update notes — all in the name of efficiency.

But as it turns out, the tools and apps that we marketers use every day could actually be making us less efficient. If you feel the pain of switching between 1,000 apps per day like I do, read on for new data from HubSpot Research.

The Trouble With Tools

We surveyed more than 2,000 business owners, salespeople, and marketers in the U.S. and U.K. The biggest finding from our research? Marketers and salespeople are using too many productivity tools and apps, and it’s actually making us less efficient.

Marketers are using a ton of tools.

You probably knew this one already from your own day-to-day experience, but it bears repeating: There are an enormous number of marketing tools out there, and marketers are using a lot of them to get their jobs done every day.

HubSpot Research analyzed our customer base of over 20,000 websites, and we found that each website has an average of 13 tool integrations — one website even had 88 tools and apps. The marketing app and tool landscape is incredibly crowded and constantly evolving, a phenomenon Chiefmartec.com chronicled in this extremely busy graphic:

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Source: Chiefmartec

Now, before you keep reading, think about how many tools you use every day to do your job. Keep that number in mind as you keep reading the results of our survey.

Marketers underestimate how many tools they’re using.

When I counted up the number of tools I use every day, my initial count landed at seven tools and apps. But then, when I started digging into my internet history, I realized the number was actually higher. HubSpot’s internal communications platform is a tool I didn’t consider. The same goes for our file-sharing service, my social media scheduling tool, and an analytics bookmark.

By the time I fully audited every single tool and app I use in a given day to do my job, the number was in the double-digits. And as it turns out, I’m not alone.

When we asked our survey respondents how many technologies they used in their day jobs, their answers were surprising — and perhaps too low.

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Source: HubSpot Research

The majority of survey respondents said they only use between one and five tools to do their jobs every day, and we think these numbers err on the conservative side for the same reason my initial number was so low. When technology becomes a part of your day-to-day routine, it’s easy to forget you’re using it — and to notice that it could make your day less efficient.

When apps and tools are built into your workday as browser extensions, bookmarks, homepages, and push notifications, for example, it can be easy not to count them. But as it turns out, using them is taking up valuable time.

Too Much Tech = Too Little Efficiency

In an ironic twist, tools designed in the name of productivity and efficiency could be impeding those results.

Marketers are wasting time.

We asked marketers to estimate how much time they spend each day logging into, using, and jumping between the different tools and technologies they use. The results were surprising: Marketers are losing up to five hours per week managing and operating apps to get their jobs done.

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Source: HubSpot Research

Marketers are getting frustrated.

The two biggest pain points for survey respondents were how much time it takes to work in and operate the myriad of different marketing tools out there, and how much time it takes to switch between tools using different logins and passwords.

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Source: HubSpot Research

That hour lost to managing different tools and technologies each day is all the more aggravating if the tools share functional capabilities, and a majority of the marketers we surveyed think up to five tools they use could be redundant.

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Source: HubSpot Research

I don’t know about you, but there are definitely redundancies between some of the tools I use. Heck, I use two to-do list apps and still write my list down with a pen and paper every day. How many tools do you use that work to do different versions of the same functions?

Marketers could be using that time to do other cool things.

Perhaps the most frustrating aspect of the inefficiency of tools is that time spent managing tools takes away from time that could be spent tackling big-picture challenges, creating content, or closing prospects. Here’s what the marketers and salespeople we surveyed said they wished they could be doing with that time:

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Source: HubSpot Research

The three things marketers would prefer to focus on — growing web traffic, creating content, and converting new leads — might look familiar. They’re critical pieces of the inbound and content marketing funnel, and without ample time to dedicate to these tasks, marketers might not be able to generate as many leads as needed for their sales teams’ success.

What’s the Solution?

So, let’s recap.

The results of this survey aren’t great. Marketers and salespeople are having trouble being as efficient and productive as possible because they have to manage so many different tools. They’re sacrificing time to work on projects of greater impact and magnitude to log into tools and extrapolate data.

But not to worry — we suggest two steps to maximize efficiency and stay productive in the face of hundreds of productivity tools to choose from.

1) Do an audit.

If you didn’t do it earlier while reading, sit down and write down (or type) a list of all of the websites, tools, apps, extensions, and bots you use every day to get your work done. From your sticky notes app on your computer to your pen and paper to-do list, make an exhaustive list of everything you use to get everything done.

2) Consolidate and integrate.

Then, try to categorize your tools and apps into different functionalities to identify any redundancies in your productivity system. If you’re using three different types of to-do lists, as I do, can you cut two and just use one? If you’re spending time reporting data from three different analytics programs, sit down with your team to determine if there’s a more efficient way you could be reporting, or if your KPIs are up-to-date with your team’s needs.

The ultimate goal should be to create a system of tools that are easy to use and make marketers’ jobs as productive as possible. To learn more about how we’ve done that here at HubSpot, read about our completely integrated Growth Stack here.

How much time do you think you lose each day to redundant tools and apps? Share with us in the comments below.

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