There’s really no need to bury the lede here. I won’t waste our time with a long anecdote or some analogous intro filled with buzzwords and sales jargon.
The solution is truly simple.
The faster you can build trust with your prospects and buyers — the more sales you’ll close, and the less time you’ll spend answering the same questions about your products and services, over and over again.
So, the follow up question is this: How can I build trust faster with my prospective buyers?
Just think about it as a consumer yourself. What brands have earned your trust, and why? What did that company do or say to make you feel confident in your decision to buy — before, during, and even after your purchase?
At IMPACT, we coach our clients to build this long-term trust with their customers and prospects through a proven digital sales and marketing philosophy.
Using They Ask, You Answer as our playbook, we teach organizational leaders to step into the shoes of their buyers.
What concerns, problems, and challenges do they have? What questions do they need answered in order to build trust and make an informed buying decision?
How are you answering these questions and sharing that knowledge with prospective buyers in every stage of the buying process?
While the solution might be simple, it takes time to develop an honest and transparent sales and marketing strategy focused on educating your buyers.
Whether you’re in sales, business development, or customer service, building trust quickly begins and ends with educational content — in the form of blog articles and videos.
If you’re looking to build trust faster with your prospective buyers, follow the steps below for effectively creating, organizing, tracking, and using informative content throughout the sales process.
Think about the following five questions. Can you answer these with your current sales and marketing strategy?
- How are you helping to create content within your organization?
- Is that content organized and easy for buyers to find?
- How are you tracking the way buyers interact with the content on your website?
- How are you using that content in the sales process?
- How are you using personalized video to share your content directly with prospects?
How are you helping to create content within your organization?
Consumer research shows us, on average, 70% of the buying decision is already made before a prospect even speaks to a company.
If we know that to be true, think about where your buyer’s are finding their information to build up that 70% knowledge base.
How much faster could you establish trust with a prospect if that educational material was coming directly from your company?
As a sales rep, no one understands the concerns and questions of your potential buyers better than you.
You hear these questions in daily exploratory calls, in-home visits, email exchanges, and good old fashioned networking opportunities at events and trade shows.
Share this knowledge with your marketing team and help them create educational content that calms concerns and answers the questions you hear every day.
Where should I start with creating content?
Sit down with your organization’s content manager and get involved in the content development process. Spend at least one hour a month brainstorming and working directly with this content writer.
Use this time wisely and imagine your writer is the most important prospect you’ll meet with all month.
Start with the most common questions, which will ultimately be rooted in The Big 5 topic buckets of price, problems, comparisons, reviews, and best in class.
Each subsequent month you should meet to discuss the most recent questions you have been asked by prospective buyers. Are there new questions and therefore new topics to cover and include in the content calendar? Do older pieces of content need to updated?
Is that content organized and easy for your sales team to find?
Now that you’re working with your marketing team and helping to produce educational content that is honest and unbiased, do you know how to find those articles and videos when you need them?
Organizing this content on your website in a learning center is extremely important for your customers, prospects, and general site visitors — and perhaps even more importantly, for your entire sales team.
A great learning center makes it easy for visitors to find content that will answer their questions. Filters and searches can be integrated into the functionality, allowing users to easily jump to the content they’re looking for.
Along with a catalogued learning center, your team can create an internal repository spreadsheet, organized by categories such as publication date, topic, specific product or service offering, and a link to the respective article or video.
If you’re looking for a template, you can always use your marketing team’s content calendar as a repository document. This will allow the sales team to track and organize all the most recent content, and better understand what topics are coming down the pike.
Where should I start with organizing content?
Work with your marketing team and content writer to create an organized Excel spreadsheet or Google sheet. Include links to all the educational content on your website so your entire sales team can easily access this information as soon as they need it.
How are you tracking the way buyers interact with the content on your website?
If you’re working with marketing to help create educational content and you have an organized repository of articles and videos that are easily accessible — you’re off to a great start.
Before you begin sharing this great content with prospects in the sales process, do you know how those prospects are interacting with the content on your website? Can you see the website and landing page history of these potential buyers — which blog articles they have read and videos they have watched?
If you want to have a deeper understanding of your potential buyers, use a robust CRM (customer relationship management) tool to track these engagements for actionable, lead intelligence.
Tools like HubSpot allow you to better understand a prospect’s specific needs.
If they’re reading articles about a particular product, you know you can focus your conversations and learning material around those product reviews, problems, and prices — tailoring your communication to their unique concerns.
When we learn how our buyers are interacting with our articles, videos, webinars, and ebooks — our sales teams can better prepare before interacting with each prospective buyer.
Where should I start with tracking content?
Is your content helping your company make money? If you struggle to answer this question, start by reading this playbook: “Get the Most Out of Digital Sales & Marketing Technology (& measure ROI)”
Schedule a meeting with your marketing team to discuss your marketing automation and CRM capabilities. Are you getting the most out of the tools you’re using now?
If you’re using HubSpot, but not sure where to get started, schedule a HubSpot CRM training with your sales and marketing teams to establish a culture of understanding your buyer’s behaviors.
How are you using that content in the buying process? (Hint: assignment selling is the key)
Now that you have high-quality content that answers your prospect’s questions, how can you use these educational articles to help build trust?
Remember that every email sent out by your sales team, and any communication with a prospective buyer, is a teaching opportunity. Intentionally using these articles to educate customers and prospects before you ever pick up a phone — that is what we call assignment selling.
Sharing this educational content before you speak with a prospect will help you be seen as a teacher first and a sales person second.
Now that you can track a prospective buyer’s history on your website, you can identify the specific products and services they are interested in.
When you reach out to that prospect directly, you have the ability to help resolve their major concerns so they are much more prepared for a sales appointment.
Imagine how much less time you would spend answering those common questions if a prospective customer already had the knowledge they needed to make an informed buying decision?
What if they read all those articles you helped create about the problems, reviews, and product comparisons — before you spoke with them?
By sharing content and educating prospects in the buying process you can spend more time teaching before the appointment, and less time convincing during the meeting.
Not only does sharing this educational content with prospects help speed up the sale, but it will also improve your average closing rate.
Marcus Sheridan shares proof of these increased closing rates in They Ask, You Answer. When he began tracking the way visitors were interacting with his website River Pools and Spas, he noticed something interesting about the number 30.
When a prospective customer who requested a sales call had read 30 pages or more on his website, Marcus found his closing rate to be an average of 80%.
Compare that to the prospects who had requested a sales call and read less than 30 pages, where his closing rate dropped all the way down to 25%.
In addition to learning about products and services, these prospects have also come to know Marcus and his company. They’ve gotten to know the voice and tone of the brand, and this leads them to know and trust the company before they buy.
Marcus’ research proves that knowledge and education are powerful tools for the sales process. Sharing this knowledge with your prospects during the buyer’s journey, through your content and videos, can help you dramatically improve your closing rates.
Where should I start with using content in the buying process?
Create a plan to educate your prospect before and after the initial sales call. What content did they consume on your site before filling out a form or clicking “request a quote?”
Share additional resources with them about those topics to help them prepare for your call.
After the call, follow up with additional educational resources rather than sending those standard salesy emails like “Just checking in. Let me know if you have any questions.” Instead, include a few links to specific articles and videos on your website that will continue to educate and inform your potential buyer.
🔎Check out this article: “5 examples of assignment selling in action”
How are you using personalized video to share your content directly with prospects?
As IMPACT’s Video for Sales expert Myriah Anderson likes to say “video isn’t just a tool for marketers anymore.”
When it comes to building trust quickly with your prospective buyers, there’s nothing quite as effective as the sales team using personalized videos.
93% of all communication is nonverbal. That means if we jump on an audio-only call with a prospect before meeting them, we’re introducing ourselves with only 7% of our communicating ability. We’re trying to win over their trust, and yet we’re only operating at 7% capacity. So how do we improve our odds?
What if we introduced ourselves to prospects with 100% of our communicating capacity? When people hear us AND see us, they know us and start to trust us. Using one-to-one personalized videos to communicate with prospects will help you dramatically increase the odds of building trust quickly.
And we’re not talking about Spielberg-quality videos with high-production value.
You don’t need expensive video equipment, high-tech lighting, and a personal makeup artist to shoot effective sales videos. Imagine you’re recreating an in-person conversation and you’re speaking directly to one person. In fact, it can actually be more effective to use your computer’s webcam or even your phone to produce these videos.
There are great software tools like Vidyard that allow you to record videos and share them directly into your emails. You can even record a video that includes a unique GIF image, along with a specific URL to your video message, followed by a custom title and message.
Where should I start with personalized video?
Before you start typing out your next email to a prospective buyer, think about how much more impactful your message would be coming as a personalized video. You can get started for free using Vidyard’s simple software solution — and share that custom video in your email.
Here are a few helpful tips to use when including one-to-one videos in your sales emails.
- Use “Video” in the subject line (“Mark, I made this short video message for you”)
- Let your viewers know the length of the video
- Spark the viewer’s interest with the lead for your video
- Get creative with your video thumbnail
- Include links to your website content that will educate the prospect further
🔎Learn more about personalized video and when to use it: “
Playing the long game to build trust faster
In order to increase your company’s close rates and shorten the sales cycle, go back and think about the brands that have earned your trust. What brand’s do you interact with that give you the confidence needed to make an informed buying decision?
Put yourself in the customer’s shoes and create a step-by-step plan for your sales team that will help you build trust faster. Focus on educational content and use this guide to effectively create, organize, track, and utilize informative content throughout the sales process.
Take the time to plan out this process with your marketing and sales teams, understanding that the end-goal is to build trust faster with your customers.
This long-term strategy will ultimately result in more knowledgeable customers, shorter sales cycles, and higher closing rates.
Birthdays are contagious. No one actually remembers the day they were born, other people remember it for you. And the way we celebrate them is cultural, a shared process that keeps changing.
People keep track of birthdays, and today used to be mine.
Sixty of them.
It doesn’t feel like it’s been that many. Time flies when you’re busy. Lots and lots of projects. Countless friends made, lessons learned and ideas shared. Quite a journey, with lucky breaks and advantages again and again, beginning with my parents, the cultural identity, time and town where I was born… I wouldn’t have been able to go on this journey without you, thank you.
But today’s not my birthday (no need to send an email or a card). I’ve never really liked my birthday (it’s a long story involving a non-existent parrot), and the only reason for this post is to talk about who owns my birthday now.
What happens if we start celebrating our birthdays differently? Today belongs to the 20,000 + people who are on their way to a permanent supply of clean drinking water because readers like you brought their birthday (and mine) to charity:water. Thank you. Now, particularly now, when the world is in pain and when so many people are wrestling with health, the economy and justice, it’s more urgent than ever to think of someone you’ve never met living a life that’s hard to imagine.
And today, because it celebrates a round number, I’m hoping you will join in and help us break charity:water’s birthday record. And maybe donate your birthday too. Better still, if you subscribe as a monthly donor, you become a core supporter of a movement that changes lives with persistence and care.
How it works:
If you have the ability, I’m hoping you’ll click here and donate to charity:water to celebrate what used to be my birthday.
And either way, I’m hoping you’ll also donate your birthday to them. Because when it’s your turn to celebrate a missing parrot or a lost cake, you can ask your friends, and they can do what you just did.
It’s hard to visualize 21,000 people, mostly kids, fighting illness because the water in their village is undrinkable. That’s about three times the population of the town where I live. Thanks to all of you, my projects, including this blog, have already raised nearly a million dollars to build long-term solutions to this problem.
Will you help me double that?
Even one kid who lives the life he or she is capable of is worth this blog post and worth your support.
SEO Negotiation: How to Ace the Business Side of SEO — Best of Whiteboard Friday
Posted by BritneyMuller
SEO has become more important than ever, but it isn’t all meta tags and content. A huge part of the success you’ll see is tied up in the inevitable business negotiations. In this helpful Whiteboard Friday from August of 2018, our resident expert Britney Muller walks us through a bevy of smart tips and considerations that will strengthen your SEO negotiation skills, whether you’re a seasoned pro or a newbie to the practice.
Hey, Moz fans. Welcome to another edition of Whiteboard Friday. So today we are going over all things SEO negotiation, so starting to get into some of the business side of SEO. As most of you know, negotiation is all about leverage.
It’s what you have to offer and what the other side is looking to gain and leveraging that throughout the process. So something that you can go in and confidently talk about as SEOs is the fact that SEO has around 20X more opportunity than both mobile and desktop PPC combined.
This is a really, really big deal. It’s something that you can showcase. These are the stats to back it up. We will also link to the research to this down below. Good to kind of have that in your back pocket. Aside from this, you will obviously have your audit. So potential client, you’re looking to get this deal.
Get the most out of the SEO audit
☑ Highlight the opportunities, not the screw-ups
You’re going to do an audit, and something that I have always suggested is that instead of highlighting the things that the potential client is doing wrong, or screwed up, is to really highlight those opportunities. Start to get them excited about what it is that their site is capable of and that you could help them with. I think that sheds a really positive light and moves you in the right direction.
☑ Explain their competitive advantage
I think this is really interesting in many spaces where you can sort of say, “Okay, your competitors are here, and you’re currently here and this is why,”and to show them proof. That makes them feel as though you have a strong understanding of the landscape and can sort of help them get there.
☑ Emphasize quick wins
I almost didn’t put this in here because I think quick wins is sort of a sketchy term. Essentially, you really do want to showcase what it is you can do quickly, but you want to…
☑ Under-promise, over-deliver
You don’t want to lose trust or credibility with a potential client by overpromising something that you can’t deliver. Get off to the right start. Under-promise, over-deliver.
Smart negotiation tactics
☑ Do your research
Know everything you can about this clientPerhaps what deals they’ve done in the past, what agencies they’ve worked with. You can get all sorts of knowledge about that before going into negotiation that will really help you.
☑ Prioritize your terms
So all too often, people go into a negotiation thinking me, me, me, me, when really you also need to be thinking about, “Well, what am I willing to lose?What can I give up to reach a point that we can both agree on?” Really important to think about as you go in.
This is a very old, funny negotiation tactic where when the other side counters, you flinch. You do this like flinch, and you go, “Oh, is that the best you can do?” It’s super silly. It might be used against you, in which case you can just say, “Nice flinch.” But it does tend to help you get better deals.
So take that with a grain of salt. But I look forward to your feedback down below. It’s so funny.
☑ Use the words “fair” and “comfortable”
The words “fair” and “comfortable” do really well in negotiations. These words are inarguable. You can’t argue with fair. “I want to do what is comfortable for us both. I want us both to reach terms that are fair.”
You want to use these terms to put the other side at ease and to also help bridge that gap where you can come out with a win-win situation.
☑ Never be the key decision maker
I see this all too often when people go off on their own, and instantly on their business cards and in their head and email they’re the CEO.
They are this. You don’t have to be that, and you sort of lose leverage when you are. When I owned my agency for six years, I enjoyed not being CEO. I liked having a board of directors that I could reach out to during a negotiation and not being the sole decision maker. Even if you feel that you are the sole decision maker, I know that there are people that care about you and that are looking out for your business that you could contact as sort of a business mentor, and you could use that in negotiation. You can use that to help you. Something to think about.
Tips for negotiation newbies
So for the newbies, a lot of you are probably like, “I can never go on my own. I can never do these things.” I’m from northern Minnesota. I have been super awkward about discussing money my whole life for any sort of business deal. If I could do it, I promise any one of you watching this can do it.
☑ Power pose!
I’m not kidding, promise. Some tips that I learned, when I had my agency, was to power pose before negotiations. So there’s a great TED talk on this that we can link to down below. I do this before most of my big speaking gigs, thanks to Mike Ramsey who told me to do this at SMX Advanced 3 years ago.
Go ahead and power pose. Feel good. Feel confident. Amp yourself up.
☑ Walk the walk
You’ve got to when it comes to some of these things and to just feel comfortable in that space.
☑ Good > perfect
Know that good is better than perfect. A lot of us are perfectionists, and we just have to execute good. Trying to be perfect will kill us all.
☑ Screw imposter syndrome
Many of the speakers that I go on different conference circuits with all struggle with this. It’s totally normal, but it’s good to acknowledge that it’s so silly. So to try to take that silly voice out of your head and start to feel good about the things that you are able to offer.
Take inspiration where you can find it
I highly suggest you check out Brian Tracy’s old-school negotiation podcasts. He has some old videos. They’re so good. But he talks about leverage all the time and has two really great examples that I love so much. One being jade merchants. So these jade merchants that would take out pieces of jade and they would watch people’s reactions piece by piece that they brought out.
So they knew what piece interested this person the most, and that would be the higher price. It was brilliant. Then the time constraints is he has an example of people doing business deals in China. When they landed, the Chinese would greet them and say, “Oh, can I see your return flight ticket? I just want to know when you’re leaving.”
They would not make a deal until that last second. The more you know about some of these leverage tactics, the more you can be aware of them if they were to be used against you or if you were to leverage something like that. Super interesting stuff.
Take the time to get to know their business
☑ Tie in ROI
Lastly, just really take the time to get to know someone’s business. It just shows that you care, and you’re able to prioritize what it is that you can deliver based on where they make the most money off of the products or services that they offer. That helps you tie in the ROI of the things that you can accomplish.
☑ Know the order of products/services that make them the most money
One real quick example was my previous company. We worked with plastic surgeons, and we really worked hard to understand that funnel of how people decide to get any sort of elective procedure. It came down to two things.
It was before and after photos and price. So we knew that we could optimize for those two things and do very well in their space. So showing that you care, going the extra mile, sort of tying all of these things together, I really hope this helps. I look forward to the feedback down below. I know this was a little bit different Whiteboard Friday, but I thought it would be a fun topic to cover.
So thank you so much for joining me on this edition of Whiteboard Friday. I will see you all soon. Bye.
Scoop up more SEO insights at MozCon Virtual this July
Don’t miss exclusive data, tips, workflows, and advice from Britney and our other fantastic speakers at this year’s MozCon Virtual! Chock full of the SEO industry’s top thought leadership, for the first time ever MozCon will be completely remote-friendly. It’s like 20+ of your favorite Whiteboard Fridays on vitamins and doubled in size, plus interactive Q&A, virtual networking, and full access to the video bundle:
Still not convinced? Moz VP Product, Rob Ousbey, is here to share five highly persuasive reasons to attend!
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!
Integrations: The Newest Addition to Your Marketing Ops
Marketing isn’t just about campaigns, content, and creativity. There’s a whole lot of “getting things done” that needs to happen behind the scenes for campaigns to roll out on time and performance to scale.
This is where marketing operations comes in. Also called marketing ops or MOps, marketing operations is how a marketing team is run. It’s the processes, technology, data, and people that power a marketing strategy.
Of these key pillars of marketing operations, data sounds like the most abstract one. But getting the data right in your marketing ops is crucial.
How do you do this? By cleaning, organizing, and enriching the data in every app as well as integrating data between your apps.
An increasingly important role for any team or Marketing Operation Manager is maintaining data quality and connectedness. This not only includes marketing apps but also bridges to other departments in the organization.
Let’s dig into how to make this happen so you can scale the impact of your marketing ops.
What Are Integrations?
Integration brings different pieces of software together and enables their data to interact.
When done well, integrations enable your marketing team to:
- Create the most holistic marketing ops strategy across your software ecosystem.
- Allow data to seamlessly flow between key platforms and enrich each one.
- Automate more tasks and free up time.
- Provide stronger customer experiences with more accessible and insightful data.
- Remove data silos and other barriers to collaboration.
- Deliver accurate insights, reporting, and decision making.
As an example of a valuable integration, think of your CRM and email marketing app. A good email list is a marketer’s most treasured possession, but for your email marketing to be successful, you need accurate and in-depth insights into each contact’s interests, behavior, and communication preferences. You can solve this by integrating data from your CRM.
The integrations that matter most to your marketing operations depend on your organization and industry.
That said, there are certain integration best practices that businesses with strong marketing operations follow. Let’s explore those.
1. Understand the Ecosystem Your Marketing Data Lives in
A strong marketing stack that your team loves using is a pivotal part of your marketing operations management.
This can include an all-in-one marketing platform or individual systems for:
- Content management
- Marketing automation
- Lead Generation
- Email marketing
- Analytics and reporting
- Project management
One of the first steps to perfect your marketing ops is understanding the ecosystem your marketing data lives in. Some valuable questions to ask are:
- What data are we collecting in each app?
- How should data interact with other apps?
- How can we sync apps to enrich the data in each one?
With answers to these questions in mind, you can decide how best to integrate your apps and allow data to flow between them.
2. Ensure Clean, Up-to-date Data in Every App
To get the best results from integrations, you need high-quality data in every app. Dirty data in one app is bad, but the negative impact is multiplied for every new app it enters.
To prevent this, clean up the data in every app before adding new integrations. This includes:
- Duplicate contacts
- Inaccurate contact data
- Bounced email addresses
With clean data in every app, you can seamlessly integrate your marketing platforms and create the most streamlined and effective marketing ops.
3. Make Your CRM the Heart of Your Marketing Ops
There’s a high chance your sales team is already using a CRM to store all of the key insights about your customers and their interactions with your business. That’s because centralizing your data in your CRM is one of the best things you can do for strong contact management.
One way to test the strength of your CRM is by checking if anyone in your business can answer questions about a contact and their interactions with your business – whether in sales, support, marketing, or billing – just by glancing at their contact record.
To make this happen, you can use integration to bring data from other apps into your CRM. The inverse is also valuable: syncing your CRM data with your marketing apps to enrich the data in those places.
Alongside syncing names and emails, you can choose which other information makes sense to have available in your other marketing apps. This could include:
- Lead status/stage
- Customer Success Owner
- Business size
- Communication preferences
4. Use Contact Segmentation
Segmenting your contacts using lists, tags, and properties is a fantastic way to deliver the most personalized customer experience. But it’s also a key ingredient for effective integrations.
With an iPaaS (Integration Platform as a Service) solution like PieSync, you can create customized workflows and sync data based on specific conditions. That way, you maintain the segmentation of your database across tools. These specific conditions could be configured according to If-this-then-that rules. For instance:
- IF a contact’s Lifecycle Stage is ‘Lead’
- THEN sync the contact to your email marketing tool and add to the list ‘List of leads’
If the contact stops being a customer, you can automatically reflect that in your email marketing app, remove the ‘Customer’ tag, and no longer send relevant communications.
To create powerful if-this-then-that rules, first segment data in individual apps, and then create connections across your ecosystem.
5. Create Strong Alignment With Sales Via Integrations
Your marketing operations strategy isn’t just about marketing. It’s essential to look at the other teams in your organization and understand how to create the strongest alignment.
The most important bridge for marketers to maintain is with sales. By working collaboratively instead of in silos, marketers can deliver the perfect leads for sales and both teams can share what’s working as well as opportunities.
To optimize your bridge with sales, you can integrate your marketing software with sales apps such as:
- Sales CRM
- Contact Management
- Live chat software
- Sales automation software
- Integrations between your marketing apps and customer support software
With your marketing and sales apps in sync, both teams are in the best position to exchange data, deliver unified reporting, and do their best work both independently and together.
6. Integrate Customer Data with Your Marketing Apps
Although marketing usually has the strongest alignment with sales, make sure not to forget about your service team.
If your data is siloed, you run the risk of the nightmare scenario of sending a promotion offer to a customer who subscribed a week ago at full price.
With integrated apps and data, you can keep your customers in mind for every marketing campaign and create personalizations based on the products, services, and upgrades that are most relevant to them.
You can align your Marketing and Service team with either:
- All-in-one CRM with support functionality
A good starting point is to make sure that all customer interactions and support requests are synced with your CRM. Marketers can then easily use this information to personalize campaigns and workflows.
How to Measure the Effectiveness of Your Integrations
You can measure the impact of integrations in your marketing operations strategy by asking if:
- Your data is accurate, enriched, and reliable in every app.
- You have a centralized contact database that quickly gives you a 360-degree view of each contact.
- Your marketing team is aligned with sales and can quickly collaborate.
- You have removed all data silos.
- You can personalize marketing campaigns for customers or exclude them from certain messaging.
- You have clear marketing reporting that brings together data from all channels and apps and highlights key areas for optimization.
As you optimize your marketing operations, remember to look at the holistic view of your marketing stack and the individual pieces of the puzzle. By paying attention to the two in tandem, you can understand where to connect the dots for the best overall outcomes in your marketing team and throughout your organization.
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