Category Archives for "Tools"

Marketing Budgets for 2021

The CMO Survey collects and disseminates the opinions of top marketers in order to predict the future of markets, track marketing excellence, and improve the value of marketing in firms and in society. Founded in 2008, it is the longest running non-commercial survey for and about the field of marketing.

This Special Edition of The CMO Survey provides the marketing profession with an understanding of how marketing activities, spending jobs, and performance have been influenced by the upheavals of the past three months. Reflecting marketing’s special position at the boundary between business and the marketplace, this Special Edition Offers forward-looking insights regarding customer behavior, economic forecasts, and managing growth during these uncertain times. Drawing on the power of The CMO Survey’s longitudinal view of marketing, they develop leadership lessons applicable across periods of crisis and into the future.


Download The CMO Survey Summary Here

Google Reviews with Keywords

Getting reviews is just the first step in making an impact on your local ranking and building your online reputation. It is important for your organization to not only have many reviews but also have high-quality reviews. The best way to get quality reviews is through specific keywords in your Google reviews. The more quality reviews your organization has, the higher it will rank on Google. According to Google, keywords in reviews are now the 7th most significant factor in Google (ahead of the number of ratings in importance).

Getting high-quality reviews isn’t as hard as you may think. It’s as simple as emailing customers and asking for a review and making suggestions for what to include.  Below is an email template you can use:



Hello [name]!

It was a pleasure working with you. We really appreciate your business!

Online reviews from people like you will help others feel confident in choosing us. Would you take a minute to leave a review on Google?

Here are some questions to give you ideas about what to write. 

  • What service/product did we provide to you?
  • Which one of our locations/branches did you visit? (if applicable)
  • How did we do for you?
  • What do you like about working with us?
  • Did you work with any specific people you’d like to mention?
  • How do we compare to others?

If you are pressed for time, a short and powerful review is also appreciated.

Here is the link [hyperlink the word “link” to your Google My Business Page]!

Thanks in advance for helping us out.


See below to learn how to generate a link to your Google My Business Page.


Make it as easy as possible to leave a review by giving the person a link.  This eliminates the time it takes to search for your Google My Business page in order to leave one.  This link can be emailed or texted.


  1. On your computer, sign in to your Google My Business page
    • If you have multiple locations, open the location you want to manage
  2. In the left menu, click Home.
  3. In the “Get more reviews” card, you can copy your short URL to share


  1. On your mobile device, open the Google My Business app
    • If you have multiple locations, open the location you want to manage
  2. Tap Customers   Reviews.
  3. In the top right, tap Share 
    • If you haven’t created a short name, you’ll be prompted to make one
  4. Copy your short URL to share

Google My Business Reviews


Google reviews are essential for building confidence in your brand and have a significant impact on your local rankings. The more quality reviews you get, the higher you will rank in Google search results. Follow these simple steps to ask your clients to leave a review for your company. Click the link to find out how you can ask customers and clients to leave reviews for your business.


Download The Tool Here!

Webinar Return on Investment (ROI) Calculator

To determine if hosting a webinar is worth the investment, you only need to know five data points:
  1. How many people attended the event? Include those that watched it on-demand, if that was an option.
  2. How many leads did you gain from the event? This includes email addresses, phone calls, etc. Only include true potential clients.
  3. How many new clients did you win?
  4. How much did the webinar cost? Add all expenses including time spent designing, marketing, practicing, and executing the webinar.
  5. What is the average revenue per new client?
  6. Once you have this data, download our Webinar ROI Calculator Template to calculate the return on investment (ROI) of the webinar.

Webinar Best Practices

Webinars can be an effective way to get your message out. But if they are not done well, you can turn people off and miss opportunities.

Follow these steps to learn about the best practices for a successful webinar.  


  1. Attract Your Audience
  • Choose a topic that ties to the audience’s challenges and demonstrates your expertise
  • If possible, ask a client and/or a “neutral” source to present with you
  • Promote via your current database and on social platforms multiple times over several weeks leading up to the event
  • Ask partners to share and promote to their databases and social media platforms
  • Create a dedicated webinar landing page with a simple registration
  • The day before the event, send a reminder with the webinar link and logistics as well as a contact if there is a problem
  1. Create an Engaging Webinar
  • Limit to 45-60 mins including Q&A (30-45 mins of content and 15-20 mins of Q&A)
  • Focus on educating and providing value, don’t just try to sell something
  • Use visuals to tell a story instead of slides with many words
  • If applicable, offer a special offer for webinar attendees
  • Practice!
  1. Present an Engaging Webinar
  • Run through the logistics and technology ahead of time
  • Start on time, end on time
  • Have a facilitator introduce the speaker(s), manage the timing, chat, technology and Q&A
  • Speakers keep their video off until introduced (like coming onto stage in a live presentation)
  1. Build Relationships after the Webinar
  • Send a thank-you email to all attendees within a few hours of the event
  • Post the thank-you on social channels and tag presenters and organizations that were a part of or mentioned during the webinar
  • Offer an on-demand or replay option and include the link in your communications
  • Ask permission and add new contacts into your database for future communications
  • If you gain leads, contact them immediately

Click to download the PDF version: Webinar Best Practices

Social Media Channel Guide

Don’t just “do” social media because you think you need to. Check out the guide below to help you decide the best social channel(s) for your company.

Google Search Competitive Analysis Template

You can see how you rate versus your competition by looking at their search results and comparing the data to yours. We created a template so you can do it yourself.

Steps for Analyzing Your Search Results Versus Competition:

1. Choose 5 keywords or phrases that people would use/”Google” to find your category/business

2. Type each word or phrase into a Google search bar

3. Record the number of results, the top paid (Ad) results, the top Map results (if applicable) and the top organic results

4. Scroll down to the bottom of the page to see ‘Searches Related to keyword’ and decide if any of these keywords/phrases are relevant

5. Review all results to determine if you and/or your competition are in the Top 3 results.

6. If you don’t find your company or key competitor(s), you can scroll further down and note the position in the “insights” column

7. There are many steps you can take to increase your ranking. One step is to ensure that your website pages (both the text and the meta tags) include content that relates to the keywords and phrases.


Have a question? Email us at

Social Media Competitive Analysis Template

You can see how you rate versus your competition by looking at their social channels and comparing the data to yours. We created a tool so you can do it yourself.

Steps for Analyzing Your Social Presence Versus Competition:

1. Choose up to 5 competitors

2. Follow the template, filling out the information for your company and each competitor for each social channel

3. Review once complete. How do you compare?

4. What 1-2 opportunities do you think you should focus on?


Have a question? Email us at

Google My Business Overview

google my business tips

Google My Business should be a foundation of your digital presence, but it can be difficult to have it all figured out. We created a guide that explains what it is, why it matters to you, the process to start/verify, and how to manage and track it. Download the Google My Business overview for tips on how to make it work for you.


Download Google My Business Overview Here

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